The Rise of Bourbonism: An Interview with Eric Gregory Podcast By cover art

The Rise of Bourbonism: An Interview with Eric Gregory

The Rise of Bourbonism: An Interview with Eric Gregory

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 Episode 25: Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews Eric Gregory, President of the Kentucky Distiller’s Association discuss the Kentucky bourbon industry, its history, standards, and the challenges it faces in the global market. They explore the rise of bourbonism, the impact of tariffs on exports, and the importance of tourism in promoting Kentucky's bourbon heritage. The conversation highlights the collaborative spirit of the distillers and the economic significance of bourbon to the state of Kentucky. Meet Eric Gregory Eric is a born and raised Kentuckian, from Henderson County. He attended the University of Kentucky. He has a background in journalism, public relations and political consulting. He later became a lobbyist. In 2007, he became the President of the Kentucky Distillers’ Association (KDA). He considers it an honor and privilege to have played a role in the incredible rise in the popularity of bourbon and bourbonism during the past 10-15 years. What Is the Kentucky Distillers’ Association? Eric notes the KDA was founded in 1880. A group of distillers met at the Galt House in Louisville to discuss how they could better deal with the increasing taxes on bourbon. Labeling and whether a spirit was truly bourbon or not were other important themes, in the early years. The mission of the Kentucky Distillers’ Association is to protect, promote and elevate Kentucky’s signature bourbon and distilled spirits industry. Over 100 Kentucky distilleries are members of the KDA. These distilleries produce 95% of the world’s bourbon. There is also a significant tourism arm of the KDA. In 1999, the KDA launched the Kentucky Bourbon Trail Experience. It’s focus is to promote bourbonism throughout the Commonwealth and beyond. What Makes Bourbon Different from Whiskey? To begin, all bourbon is whiskey, but not all whiskey is bourbon. The KDA’s website has some very interesting FAQs about bourbon. There are actual federal standards that define elements which qualify a spirit to be called bourbon. Primarily, the spirit must be at least 51% corn and it must be aged in a brand new, charred oak container. Additionally, it can’t be bottled at less than 80 proof. It can’t go into the barrel if it exceeds 125 proof. To be called a Kentucky bourbon, it must be fermented, distilled and produced in Kentucky. Additionally, it must be aged in the Commonwealth for at least 1 year. If the label calls it a “straight bourbon,” that indicates it’s been aged for at least 2 years. If there is no aged statement on the bottle, that means it’s at least 4 years old. Eric points out that bourbon is the only indigenous spirit of the United States. In 1964, Congress passed a law requiring the whiskey to be made in the US, if it’s to be called a bourbon. Bourbon Is Steeped in Family Tradition Bill Samuels is a legend in Kentucky bourbon. He’s the son of the founder of Makers Mark. His godfather was Colonel Jim Beam. Many of the families behind some of the most recognized brands are related, along the way. Eric describes how many of the family names are iconic throughout the world, as it relates to distilled spirits. It’s important to note that the distilleries all get along with each other, based in part because of the 200-year family heritage. Through the years many of the distilleries have helped their competitors in times of emergencies, such as floods and fires. The Bourbon-Boom and the Global Phenomenon of Bourbonism While bourbon was popular in the 50’s, it experienced a decline during the 60s and 70s. It was no longer considered hip or cool. The consumer began demonstrating a preference for clear spirits. This trend continued into the 1980s. Eric points out that Kentucky had 8,000,000 barrels of bourbon in 1960s to 2,000,000 barrels or less in during that decline. In the 1980s, the distillers began producing single-barrel and small-batch bourbons. Blantons, Knob Creek, Basil Hayden and Booker’s are a few important examples. The quality of these product were very high. In the 1990s, international free-trade agreements (such as NAFTA and with the EU) contributed to the expansion of Kentucky bourbon. Tariffs were set at zero, enabling distillers and the KDA to sell to new markets that were unfamiliar with Kentucky bourbon. Other factors include the increase in bourbon tourism and the rise of the cocktail culture in the US. Bourbonism was surging and it began to reclaim that dominant image position, across the US and beyond. In 1999, as a state, Kentucky filled 455,000 barrels of bourbon. In 2024, it had risen to 3.2 million barrels. Production has substantially increased to meet the growing demand. Challenges and Opportunities Facing the Bourbon Industry Omar asks Eric to discuss some of the issues impacting bourbon sales both domestically and globally. The obvious ...
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