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Magazine Archives: Nov. 15, 2010

The Ascension of Bourbon

Jack Bettridge
Issue: November 15, 2010


Whenever Jim Beam's Booker Noe spoke of his part in the American whiskey renaissance that began a little more than two decades ago, he made it seem easy. The late great Kentucky distiller would recall how "the boys in marketing" came to him at the end of the 1980s and asked if he could make something to rival the single malt Scotches exciting the spirits world at the time. He did and it was Bourbon. Wine Spectator's Jack Bettridge explains Bourbon's rise.


For the full article, check out the new issue of Wine Spectator, on newsstands October 26, 2010.


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