The Art of American Whiskey: A Visual History of the Nation’s Most Storied Spirit, Through 100 Iconic Labels by Rothbaum Noah

Author:Rothbaum, Noah
Language: eng
Format: epub
ISBN: 9781607747192
Publisher: Potter/TenSpeed/Harmony
Published: 2015-04-28T00:00:00+00:00

International Distinction

A congressional bill passed in 1964—that for the first time designated bourbon “a distinctive product of the United States and … unlike other types of alcoholic beverages, whether foreign or domestic”—helped whiskey distillers further. This provided the liquor protection from international competitors using the term bourbon on their labels and gave it a bit of clout—as well as putting it on the same level as France’s cognac and Scotland’s Scotch.

In the 1960s (as any Mad Men fan can tell you) whiskey and other types of liquor flowed freely in bars, homes, and even offices. Hard alcohol was so popular that, according to DISCUS, it stole overall market share from beer during the decade.

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