Millennials Driving Bourbon Boom Says Wild Turkey’s Master Distiller

Bourbon is back and here's why it's booming.
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Bourbon is back and it's booming. And you can thank young urban bartenders making traditional drinks like Manhattans and Old Fashioneds for its renaissance, said Eddie Russell, master distiller at Wild Turkey. 'They have turned our industry from an older gentleman drink to a young consumer,' said Russell. 'Now you have 25 year old male and females drinking bourbon. They start out with mixed drinks and then they want to know what is in that drink.' Appointed Master Distiller at Wild Turkey in 2015, Eddie Russell, the son of legendary Master Distiller Jimmy Russell, is now celebrating his 35th Anniversary at the distillery. In 2010, Eddie joined his father and other greats in the Bourbon industry when he was inducted into the Kentucky Bourbon Hall of Fame. Wild Turkey is owned by Italy's Campari Group (DVDCY) . Bourbon and American whiskey sales in the United States were up 7.8 percent to $2.9 billion in 2015, according to the Distilled Spirits Council of the U.S. Sales of American whiskey abroad were up four percent by volume, although the value fell 2.7 percent to about $1 billion, putting total sales of American whiskey at just less than $4 billion for 2015.