In 1997, after nearly three decades of decline, bourbon sales in the U.S. finally bottomed out at 13.3 million cases, having lost nearly two thirds of its business during that long downturn. In 1999, inventories in Kentucky warehouses also hit their low point of 3.45 million barrels, less than a quarter of today’s level. By this time, rye whiskey had dwindled into near non-existence, single malt scotch was still relatively limited, and Irish whiskey was confined to just a few labels. Japanese whisky and American single malt weren’t even in the picture.
Then, right around the year 2000, it all began to change. To everyone’s surprise, younger drinkers started buying and trying whisky—at first for making cocktails, and then for sipping, where they learned to savor the magical complexities of…
