The Big Man of Jim Beam

Chapter 3Fork in the Road

In 1950, bourbon was in the midst of a furious comeback. With Prohibition, the Depression, and World War II safely in the rear view mirror, and quality, properly aged whiskey finally available, demand for the spirit increased at a rapid pace. People from coast to coast were rediscovering what their grandparents had known years before—this brown liquor from Kentucky, it's pretty darn good.

Cultural changes aided this growth. The fifties saw the advent of the cocktail hour, a nightly ritual that occurred after work in the confines of the suburban homes of America's burgeoning middle and upper classes. For decades, most alcohol consumption had taken place in bars, taverns, and speakeasies, but now it was socially acceptable to drink at home in the company of neighbors, friends, and family. Imbibing during the work day also became acceptable with the white-collar crowd, with deals being done and clients landed over two- and three-drink lunches. This growing affinity for all things alcohol included a desire for cocktails that featured bourbon, a highly mixable spirit. As a result, Manhattans and Old Fashioneds were in demand.

Another factor supporting the bourbon renaissance was the once-unattainable overseas market. During and immediately following World War II, Kentucky distilleries, especially Jim Beam, had shipped bourbon to American troops in Europe on U.S. Navy ships. The GIs were only too eager to share their whiskey with their hosts in Germany, France, ...