[Whiskey Decision] 🌍Has the world moved on from Bourbon? 👋

In a twist that veers from the clichéd Fireball follies, Jacob Seth Finley turned an ordinary Tennessee day into an absurd spectacle. Armed with nothing but his wits and a bottle of that cinnamon flavored whiskey, he catapulted himself into a chase more suited for a low-budget action film than real life.

The chase, both unsettling and bizarre, sees Finley dodging cops with the grace of a drunk at closing time, his terrified passenger in tow. It ends not with a bang, but with the whimper of a kitchen knife showdown, a sobering close to a saga soaked in the surreal. This isn’t just another Fireball-induced misstep; it’s a stark, almost comedic reminder of how quickly the everyday can spiral into the extraordinary.

In today's dispatch, we're diving headfirst into:

• Has the world moved on from Bourbon?

• Worthy Reads: Sampling some of the best from around the web

• Rewind: Some of our most popular Instagram posts from last week

• Cocktail: Soy Sauce in Cocktail?

Has the world moved on from Bourbon?

In 2006, the leap in exports began to sketch a bold chapter of Bourbon's global rise. In nearly twenty years, 350 million proof gallons have cascaded from Kentucky's rickhouses into the hands enthusiasts worldwide. Can’t picture 350 million gallons? How about nearly 7.8 Billion glasses filled with a 1.5 oz shot - one for each person on the planet. And no, we aren’t checking IDs.

In 1985, bourbon exports were just over 3 million, but from there, they soared. By 2006, they'd grown an incredible 591% to 23 million proof gallons. Suddenly, bourbon was everywhere, from Bangkok to Berlin – truly on top of the world.

But then, momentum slowed. Between 2005 and 2010, exports plateaued, hovering between 23-25 million proof gallons. Had the world had enough? Hardly. Even as demand paused, distillers didn't miss a beat, continuing to fill barrels, biding their time for the next big wave.

And what a comeback it was. By 2012, bourbon was back, channeling its inner Rocky Balboa with exports surging to 38.5 million proof gallons in seven years. The secret? A resurgent cocktail culture, championed by small-batch experts and a genuine thirst for authenticity. Add a dash of Hollywood glamour and some branding finesse, and bourbon was once again the star of the show.

Yet, as any bourbon aficionado can attest, the highs don't last forever. By 2016, the bourbon bubble began to deflate. The market clamored for something fresh, affordable, and thrilling. Still, bourbon wasn't bowing out—it had become an emblem of culture, with a fan base as devoted as any.

Then came 2018, and exports plummeted to about 18-20 million proof gallons—a harrowing drop of 55% from the 2012 peak. EU tariffs played a part, sure, but the slump wasn't just political—there was a deeper narrative unfolding.

Since that dip, bourbon's been on the upswing, fueled by a resurgent cocktail culture and a generation eager for a taste of history. That once-affordable gem now hits your wallet harder, with prices leaping from $20 to over $50. The catch? Quality bourbon needs time, and those barrels can't be rushed. As a result, with demand outstripping supply, prices are skyrocketing.

In the past seven years, bourbon has found its rhythm, with exports leveling between 18-21 million proof gallons. It's not the boom of the early 2010s, but it's steady, proving bourbon isn't going anywhere. Yet, bourbon inventory levels have climbed since 1999.

There's no golden ratio, no secret formula that distillers can follow to guarantee success. Once, the industry was pouring out exports like a generous bartender, hitting a dizzying 2 to 1 ratio, sparking fears of draining the heartland dry. Now, we've swung to the other end of the spectrum – a staggering 1 to 8, where barrels gather dust, a stark testament to waning global thirst. The sweet spot? Maybe it's somewhere in between – a balance that avoids the pitfalls of barren shelves or bloated warehouses threatening to choke the spirit out of distilleries under financial duress.

And then there's this sense of déjà vu – the bourbon narrative seems caught in a time loop, echoing the mid-1900s downturn. It's as if the industry's got a case of historical amnesia, forgetting those lean years when bourbon was as popular as a prohibitionist at a speakeasy. Yet, here we are again, staring into the amber abyss, with demand simmering down just when rickhouses are brimming over.

📰 Worthy Whiskey News (a.k.a. our favorite reads)

• Back from the ashes (and for a meager investment of £185m), Port Ellen celebrates its resurrection with a pair of 44-year-old SMSW. The price isn’t for the faint of heart.

• Beam Suntory Pours $9.3M Into Kentucky Spirits Partnership: Toasting Innovation in Bourbon Country

• Whisky Magazine Awards 2024: Is it Truly About Quality, or Who's Paying the Bill?

• The must read of the week - Unpacking SXSW's 'The Spirit Of Women' Panel. Key Insights from Whiskey's Spotlight

📸Rewind: A selection of our most popular IG Posts

• Blood Oath enters Chart Leaders, and the results aren’t pretty

• Look Ma we’re famous - well at least in the eyes of Southern Spirits Liquor Store fans

• The timely post of Scavenger Hunt for Penelope Rio are prices falling or rising?

• Islay classics Bowmore and Laphroaig trend in opposite directions.

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Quote of the Week

🚢🗾The Golden Ponzu🗾🚢

With Japan still being the number one country importing Bourbon we figured a cocktail that highlights the flavors of Japan would be appropriate. A throwback to Rabbit Hole’s exclusive cocktail.

Ponzu sauce

• ½ cup low-sodium soy sauce

• ¼ cup fresh orange juice

• 2 tablespoons fresh lemon juice

• 1 tablespoon water

• 1 tablespoon mirin (sweet rice wine)

• ⅛ teaspoon crushed red pepper

Ginger-infused demerera sugar

• 3 tablespoons Demerera sugar

• 1 tablespoon ginger sugar

Cocktail

• 1.5 oz. Heigold High Rye Double Malt Bourbon (or a High Rye Bourbon)

• 0.75 oz. Ginger-Infused Demerara

• 0.5 oz. Grand Marnier

• 0.25 oz. Ponzu Sauce

• Soy Sauce Pearls (you can swap out with a dash of quality soy sauce)

• Dehydrated Ginger

• Sugar

• 1 Orange

Instructions:

Ponzu sauce

Add all ingredients to bowl, whisk together and chill in fridge for 30 minutes.

Cocktail

Add all ingredients to a mixing glass, stir and then strain into a rocks glass with large ice cubes. Enjoy!

What a ride it's been this week, huh? Thanks for joining us on this journey through the world of good spirits at great prices.

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Thanks again for being here. Let's raise a glass to the week ahead.