If you are a maker of American whiskey, then there is no doubt your glass is more than half full. The sector is in a new golden era. Sales are up and more distillers, bottlers and blenders are entering the market. Wise heads say they have seen it all before. The sector has been boom and bust for more than a century. But what goes up can also come crashing down.
However, others believe that the cycle of boom and bust could be coming to an end as many millennials turn away from multinational beer and prefer to sip on a whiskey, a habit they’ll keep for a lifetime.