"Bourbon has become as white hot as Vodka"
"Beam grew 10% worldwide last year, Newlands said, moving through a presentation showing Beam's array of brand extensions — everything from Jim Beam Honey and Red Stag Black Cherry flavored whiskies to Jacob's Ghost, a nearly white, barely aged bourbon"
Great. Market is growing for bourbon that doesn't taste like bourbon. The reason the vodka market is so big is most people who drink it don't want their booze to taste like booze. Seems the growth of the bourbon market is aimed at people who don't like bourbon. Sound like the gins that are being made without juniper. Why bother?