The roundtable is our monthly show where we look at new and interesting angles for the bourbon ecosystem. Marketing plays a big role in whiskey. There always needs to be a story that sells the brand. Last week, an article in VinePair sparked the question as to whether or not you need heritage for American whiskey. How important is it to have a deep lineage to bourbon and is that necessary for customer appeal? In the second half of the show, we break down finished bourbons and why in the past few years have we seen a big surge and what makes that attractive to more consumers.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about the history of barrel proof bourbon.
• Does heritage matter in American whiskey?
• Why are we attracted to finished bourbons?
• @vinepair
  @bourbonr @breakingbourbon @sippn_corn
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