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.
- Let’s 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?