In December 1935, the American whiskey industry was on life support.
As Prohibition was finally over, the future for stills was, to say the least, incredibly bleak. After 13 long years of bankruptcy, would people still want to drink bourbon and rye? Would the Great Depression ever end? Would the temperance movement succeed in restoring prohibition?
In the midst of these turbulent times, entrepreneurs saw an opportunity. The Shapira family, who ran a small chain of dime stores in Kentucky, took a leap of faith and invested in a fledgling whiskey business.
In this episode of the award-winning Life Behind Bars podcast, co-hosts David Wondrich and Noah Rothbaum are joined by Max Shapira, President of Heaven Hill, to talk about how his family built one of the world’s largest independent whiskey companies. from America and transformed Evan Williams. and Elijah Craig Bourbons and Rittenhouse Rye in Best Sellers.
So pour yourself a glass of whiskey and listen to this episode of Life Behind Bars. Cheers!
Life Behind Bars offers the editor of Half Full Noah rothbaum and its main drink columnist David Wondrich as they discuss the greatest bartenders and best cocktails ever. It won the 2018 Tales of the Cocktail Spirited Award for the world’s best drink podcast.
Edited by Alex Skjong
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