Market forces are at least partially to blame, but so too are changing tastes. Prices increased, scarcity took hold, and a roaring secondary market has driven American whiskey into a niche cult of appreciation, fervent and faithful but very much outside of the mainstream.
Everything stopped looking like an imagined version of Brooklyn or Copenhagen and started looking like an imagined version of Miami-moody shadows and blue-pink lighting, Monstera plants and Deco sconces, clubby soundtracks and maximalist $25 cocktails.
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