It’s widely discussed that sales of American whiskey are softening in 2024, but is bourbon’s boom moving toward a bust?

Hardly. The trouble is, too many won’t ignore the self-appointed sages in social media who interpret this decline as bourbon distillers …

• ignoring the past and positioning themselves for a glut.
• reaping what they sowed for raising prices on once-affordable standards.
• soon being forced to cut prices and convince drinkers to buy more.
• for selling bulk whiskey to allow too many NDPs to enter the business and swell supply beyond demand.

Here’s one fact to grasp: This perceived sales slump is exemplary of the rollercoaster ride that affects every large industry. Good days see profits rise, bad days see them plummet. One company grabs market share long-held by competitors, and another responds with a celebrity-backed bottle that becomes inexplicably popular. Or … everyone faces a once in a lifetime global pandemic.