The Evolution of Whiskey: Part III

Around the early 1800’s, bourbon as we know it today got its name. The Bourbon family, French royals who aided American settlers during the Revolutionary War, were honored when an area between Indiana and Kentucky was named Bourbon—later called Bourbon County, Virginia. Local distillers began producing whiskey, naming it "bourbon" after this region. When Kentucky separated from Virginia in 1792, Bourbon County became part of Kentucky, lending to its title as the “Bourbon Capital of the World.” Though no original distilleries remain there, in 1964, the U.S. Congress defined legal standards for what can be labeled as “bourbon.”

The Prohibition era also played a key role in whiskey’s rise as a worldwide favorite. During World War I, medicinal whiskey was prescribed to treat ailments like pneumonia, digestive problems, tuberculosis, and high blood pressure. While American distilling stopped during Prohibition, Canadian producers took advantage, smuggling rye whiskey into the U.S. By the time Prohibition ended in 1933, whiskey’s popularity soared thanks to the excitement around its former illegality. However, supply was low due to the Agricultural Adjustment Act, which gave farmers incentives to grow certain crops during the Great Depression.

After Prohibition, rye whiskey production and consumption declined rapidly. Despite being cheaper to farm and produce, rye wasn’t initially included in crop subsidies, so most farmers chose to grow subsidized crops or gamble on rye. This shift helped bourbon, mainly made from corn, regain dominance with little competition from rye. During World War II, American soldiers sold bourbon to German troops, further spreading American bourbon internationally.

For over seventy years—between 1933 and about 2006—rye whiskey faded from the market. With the global rise of cocktail culture and the resurgence of mixed drinks in bars, rye whiskey found new popularity and began making a comeback. Once nearly forgotten due to taxes, regulations, and war, rye is now a growing social trend. Meanwhile, bourbon continues to lead whiskey sales across America year after year.

Today, whiskey is one of the top selling liquors globally. Within the U.S., consumers have developed a keen appreciation for both classic and innovative whiskey expressions, with craft distilleries and established brands alike experimenting with unique mash bills, aging techniques, and barrel finishes to satisfy a diverse and growing market. As a result, whisk(e)y enjoys unprecedented demand both domestically and overseas, with connoisseurs and casual drinkers alike exploring the wide array of flavors and experiences that the spirit now offers.