THE
BUSINESS OF
SPIRITS
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This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional should be sought. Vice President and Publisher: Maureen McMahon Editorial Director: Jennifer Farthing Acquisitions Editor: Shannon Berning Development Editor: Joshua Martino Production Editor: Dominique Polfliet Production Designer: Todd Bowman Cover Designer: Rod Hernandez
© 2007 by Noah Rothbaum Published by Kaplan Publishing, a division of Kaplan, Inc. 1 Liberty Plaza, 24th Floor New York, NY 10006 All rights reserved. The text of this publication, or any part thereof, may not be reproduced in any manner whatsoever without written permission from the publisher. Printed in the United States of America September 2007 10 9 8 7 6
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ISBN-13: 978-1-4277-5475-2
Kaplan Publishing books are available at special quantity discounts to use for sales promotions, employee premiums, or educational purposes. Please email our Special Sales Department to order or for more information at
[email protected], or write to Kaplan Publishing, 1 Liberty Plaza, 24th Floor, New York, NY 10006.
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THE
BUSINESS OF
SPIRITS How Savvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink
N OA H R OT H BAU M
PU B L I S H I NG New York
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Contents
Introduction: Happy Hour vii
1. The Ghost of Prohibition . . . . . . . . . . . . . . . . . . . . . . . 1 2. 3. 4. 5. 6. 7.
A Singular Sensation . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Vodka Straight Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 The Cocktail Comeback . . . . . . . . . . . . . . . . . . . . . . . 63 Welcome to the Softer Side of Spirits . . . . . . . . . . . . . 95 The New, New Thing . . . . . . . . . . . . . . . . . . . . . . . . 129 Last Call . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 Acknowledgments 167 References 169 Index 179
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Courtesy of the Author
I N T R O D U C T I O N
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