Here is an interesting perspective on the history of the bourbon industry.
Early history. From the pilgrims until the mid-19th century, the standard for whiskey is essentially "white lightning," a raw, green spirit that is frequently mixed with flavorings to make it palatable. It is appreciated for qualities other than its flavor.
Bourbon is Born. What we know as bourbon begins with the introduction of the sour mash process and other steps that give distillers better control over their product, around the middle of the 19th century. Routine aging by the distiller, using new charred oak barrels, also becomes widespread during this period, which culminates around the turn of the century with passage of the Bottled in Bond and Pure Food and Drug Acts.
The Dark Times. The 20th century begins with the growing influence of the temperance movement. Various states adopt prohibition, culminating with the imposition of national prohibition. Repeal is followed by WWII, which distrupts the industry because the distilleries have to make industrial alcohol for the war effort, instead of whiskey.
The Later 20th Century. The fifties are a period of high demand and tight supply. Because of the aging cycle, producers are not able to adequately supply the demand for quality bourbon until well into the 1950s. People began to try other things and the younger generation doesn't pick up straight whiskey like their parents did. By the sixties, sales are flattening. By the seventies, they are in decline. The decline had bottomed out by the late eighties and overall volume has been essentially flat ever since.
Today. Today, although overall volume is still pretty flat, within the industry the price mix has shifted in a more profitable direction. It might be said that only in the last decade has the industry really stabilized, so production forecasts can be pretty accurate, prices are strong, etc. The industry today is probably in its healthiest state since the turn of the last century.
What do you think?