Anyone know the history of "Premium" or "Super Premium" bourbon?

[dmarkle]

So I'm reading this article, and they allude to the "premium bourbon trend" starting in the 1980s. I guess they're referring to the introduction of Blanton's and the single barrel bourbon trend started by Elmer T. Lee?

I guess my question is this: Before the 80's, there clearly were a couple of premium bourbons, like VXOF, and VVOF, but those older expressions of Old Fitz might be the only ones I know of. I'm drawing a blank when I try to think of any single barrel or otherwise extra-aged or special bourbons which were introduced prior to the 80's?

Anyone know some backstory on the history of the high-end bourbon?

[GaryT]

Interesting question. I don't, but my guess is that there have always been "top shelf" and "well" bottles to varying degrees. With fewer options available to most consumers (limited distribution areas back in the day, etc), I think there would be fewer tiers than we see now - and maybe the variance between well and top shelf was a lot less than today. Hopefully Mike Veach or Chuck can lend us their knowledge/insight! Having read their books, this is a particular angle that I don't think has been addressed (which isn't a critique in the least - you can't cover every topic, and their books are well written and a wealth of information).

[Flyfish]

Not a specific bourbon but a category, BIB, used to be called "the good stuff." With any bonded, you could always count on the bourbon meeting at least the minumum standard. Before the internet, the level of knowledge available to the average consumer was significantly lower so BIB was a form of Good Housekeeping Seal. BIBs are'nt necessarily high-end but some of them might still be called "premium." Even though the prices ran under $20, they still cost a significant percentage more than the regular stuff in the $10 range.

[squire]

I'm drawing a blank when I try to think of any single barrel or otherwise extra-aged or special bourbons which were introduced prior to the 80's? Anyone know some backstory on the history of the high-end bourbon?

Edited June 16, 2013 by squire

[clingman71]

Someone recently posted along those same lines. Before "premium" labels, the honey barrels were dumped right in with everything else. So back in the day, the regular distillery label (AA, Taylor, etc) bottles containing the juice from the honey barrels was better than those label today. Ancient Age, even the 10 year, would be better if it had the Blanton's and ETL mixed in. And so on with all the distilleries...except Maker's I suppose.

[squire]

Could have been me, I've made similar posts before. I believe part of what made Maker's reputation as a consistent whisky is they stuck with making the one brand mingling all the barrels together.

[bourbonv]

There have always been advertising for "Premium" bourbons, but it was with the creation of Single Barrel and Small batch bourbons in the late 80s, early 90s that the industry started talking about "Super Premium" bourbon asa category of its own.

Mike Veach

[squire]

Some marketing guru will figure out a way to say "Our premium is more premium than their premium".