117 – The Past, Present, and Future of Bourbon with Chuck Cowdery

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Is the madness ever going to end? Are those unicorn bottles going to continue to climb in price for the future? How did we end up here? Past guest Chuck Cowdery, a bourbon authority, enlightens us to how the history of bourbon being an unwanted commodity created stocks of well aged whiskey that led us to the market we see today.

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  • Lets talk about the past and the bourbon, crisis, was it an overall understanding that bourbon might be extinct?
  • At what point did you come in to see some of this first hand?
  • How did advertising work for bourbon? How did you get it into the hands of elders?
  • How did no one see this coming? Like literally no one.
  • You talk about the resurgence of bourbon was partly because of the lack of drinkers because it led to the unintentional benefit of very well-aged whiskey
  • What were distillers doing with this better aged whiskey?
  • Do you think exports are the biggest benefactor?
  • What were bourbon brands doing at the time to appeal to the Japanese and European markets?
  • So people are buying whiskey again, how are distillers ramping up production?
  • Was there a surge of more NDPs and independent bottlers buying sourced whiskey?
  • Why do you call this a “not so attractive” trend?
  • At what point did we start seeing the “shortage”? or is there really a shortage?
  • Have NDPs died off because they can’t source or contract distill now?
  • Will craft distillers put a dent in the market or are they just looking for their piece of the pie?
  • Do you think any of these companies will be “under water” on their investments when the bourbon matures for sales in 4-12 years? Especially when they have to compete with the big boys as they are expanding.
  • Do you think we are going to see people drop off because we don’t have a lot of well-aged whiskey now? We have distillers and craft distillers removing age statements. How will that effect the future?
  • What’s the key to making this trend last?

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