Reid Mitenbuler

“Every whiskey barrel is a sort of medieval alchemist’s laboratory, a dark and sooty place from which a clear spirit poured inside emerges years later, golden and transformed. Barrels first started as humble shipping containers for whiskey, but over the centuries were promoted into something else: an ingredient as well as a vessel.”
― Reid Mitenbuler, Bourbon Empire: The Past and Future of America's Whiskey

“In bourbon marketing, stories like Craig’s are the rule rather than the exception. For many years, the companies behind the brands were the only sources explaining the history of the industry, and there is no advantage whatsoever in telling the boring version of the story. Don’t believe 90 percent of the tales you read on whiskey bottles, but don’t forget to enjoy them either. The stories are just like the whiskey itself. They start as a vapor, condense, and then sit unseen in a barrel for years. Finally they emerge, transformed into something entirely different and enchanting.”
― Reid Mitenbuler, Bourbon Empire: The Past and Future of America's Whiskey