Bourbon, American Whiskey Category Looking To Premiums To Lead Way

JEREMY HOLDEN | Ohio Tavern News Staff Writer
Published: 09/09/2004

An observer looking at American whiskey sales for the past few years might jump to the conclusion that flat sales figures indicate lax interest, but if the observer knows bourbon, understands that the essence comes from swirling the spirit in the mouth and letting it roll off the sides of the tongue, the story changes.