In the late 1970s and early 80s, the American bourbon industry was in absolute freefall. Drinkers were turning away from whiskey in droves, opting for clear spirits like vodka and rum. Distilleries across Kentucky were shutting their doors, and the future looked incredibly bleak. But in 1984, one man made a radical gamble that didn’t just save his distillery—it entirely reinvented the way the world drinks whiskey. Today we will be discussing Elmer T. Lee… on this Bourbon Brief.

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