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THE STATE OF AMERICAN WHISKEY, BOURBON AND AMERICAN BEER
he U.S. has a long and complex history with beer and whiskey. The strong work
ethic, spirit of innovation and melting pot of cultures among its people has fostered
unique tastes and styles not found elsewhere in the world – creating true American
industries. Consumer tastes have changed over the years, but the passion and
craftsmanship of the people who create American beverage brands are as strong
today as they were centuries ago.
The American beer and American whiskey categories are trending in opposite
directions, at least among national brands. But that has happened many times over
the decades as cyclical ups and downs affect the market. The question facing both
categories is whether the current trends will accelerate or pull back; the answer will
profoundly impact the overall beverage alcohol industry.
44 Beverage Dynamics • September/October 2015
