FOOD NEWS
Why Bourbon's Popularity Suffered In The 1970s
BY Marina S.
Rebelling against the generation before you is a time-tested right of passage, and this trend partly led to the decline of bourbon's popularity in the '70s.
With the '70s came rebellious countercultures, anti-war movements, and a desire to shirk off past traditions, including the stuffy imagery that came with drinking dark liquors.
For baby boomers, bourbon had outdated associations, as it was a drink often enjoyed by older gentlemen. Additionally, the market became oversaturated with bourbon in the '70s.
Schenley Distilleries' founder, Louis Rosenstiel, expected the Korean War to cause a whiskey shortage similar to the one in World War II and barreled massive amounts of bourbon.
However, the shortage never came, and the demand for bourbon plummeted. Following bourbon's downfall came the rise of lighter liquors like tequila, vodka, and gin.