I have no information to confirm this, but my guess would be that Matt's project is commercial and funded by JD. If, on the other hand, they are producing an independent (i.e., unsponsored) documentary about American Whiskey, I can tell them from experience how limited the market is for such a product. I've done okay because my project was sponsored/subsidized by the Kentucky Distillers Association and by a small grant from Kentucky Educational Television. If I had had to fund it based on sales I would have lost my shirt. Of course, no two shows are the same and maybe they have a more marketable concept. In fairness, although everyone is right to point out that JD is not bourbon and the bourbon homeland is Kentucky, not Tennessee, the fact remains that JD is the number one selling American whiskey.