Joseph Magliocco turned Michter's, a long-forgotten whiskey brand, into a leading name in the industry by introducing a premium 10-year rye and relocating production to Kentucky. Despite initial skepticism about focusing on rye in the mid-1990s, his strategic vision paid off, leveraging Kentucky's resources to produce quality whiskey. Michter's rich history traces back to the mid-18th century, and its rebranding reflects a significant shift in the American whiskey market towards premium offerings. Magliocco's passion and expertise helped revive a storied brand, showcasing the evolution of whiskey preferences in recent decades.
"You're not gonna sell any rye. At least put out a little bourbon."
"We're going to start with a 10-year rye."
"You know, you're a really nice guy, but boy, you're dumb."
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