Table Of Content

B O U R B O N HOW WHISKEY LAW SHAPED AMERICA BRIAN F. HAARA FOREWORD BY FRED MINNICK Potomac Books AN IMPRINT OF THE UNIVERSITY OF NEBRASKA PRESS © 2018 by Brian F. Haara Foreword © 2018 by the Board of Regents of the University of Nebraska All rights reserved. Potomac Books is an imprint of the University of Nebraska Press. Manufactured in the United States of America. Library of Congress Cataloging- in- Publication Data Names: Haara, Brian F., author. Title: Bourbon justice: how whiskey law shaped America / Brian F. Haara; Foreword by Fred Minnick. Description: Lincoln: Potomac Books, an imprint of the University of Nebraska Press, 2018. | Includes bibliographical references and index. Identifiers: lccn 2018006600 isbn 9781640120853 (cloth: alk. paper) isbn 9781640121294 (epub) isbn 9781640121300 (mobi) isbn 9781640121317 (pdf) Subjects: lcsh: Liquor laws— United States— History. | Bourbon whiskey— United States— History. Classification: lcc kf3924.w45 h33 2018 | ddc 344.7305/41— dc23 lc record available at https:// lccn .loc .gov /2018006600 Set in Garamond Premier Pro by E. Cuddy. Dad, I wish that we could share another bourbon CONTENTS List of Illustrations | ix Foreword, by Fred Minnick | xi Preface | xv ONE. Bourbon History Tells the Story of American History | 1 TWO. American Law Defines Bourbon | 9 THREE. Bourbon Drives the Development of Trademark and Brand Name Rights | 23 FOUR. Old Crow Provides the Most Comprehensive Trade Name Case Study | 43 FIVE. Bourbon Expands Trade Name Rights | 59 SIX. Bourbon Marketers Write the Book on Puffery and Exaggeration | 75 SEVEN. Bourbon Leads the Nation to Consumer Protection | 85 EIGHT. Bourbon Tells the Behind- the- Scenes Story of Prohibition | 107 NINE. Bourbon Law Reins in Fake Distillers and Secret Sourcing | 123 TEN. Bourbon Drives Truth in Labeling | 135 Acknowledgments | 149 Notes | 153 Table of Authorities | 171 Index | 175 ILLUSTRATIONS 1. Old Oscar Pepper Barrelhead– James Pepper | 26 2. Old Oscar Pepper Barrelhead– Labrot & Graham | 28 3. Edmund H. Taylor Jr. script signature | 29 4. Free warehouse receipt from E. H. Taylor Jr. to J. S. Baskett | 30 5. Old Taylor Bottled in Bond label | 33 6. O.F.C. trademark registration transferred from Colonel Taylor to Stagg | 35 7. Maker’s Mark iconic red dripping wax trade dress | 38 8. Old Crow 1954 advertisement | 45 9. Celebrated Old Crow advertisement | 50 10. Wild Turkey “Give Them the Bird” advertisement | 56 11. Wild Turkey “Give ’Em the Bird” advertisement | 57 12. Old Crow Reserve “Give ’Em the Bird” home page | 58 13. Letter from William J. Waterfill to Cincinnati whiskey brokers, April 28, 1890 | 62 14. Wine and Spirit Bulletin Waterfill & Frazier advertisement | 63 15. Mida’s Criterion Waterfill & Frazier advertisement | 64 16. Hermitage label script | 80 17. Golden Heritage label script | 81 18. Duffy’s Malt Whiskey false advertisement | 96 19. Smith, Emery & Co. laboratory analysis of Fine Old Kentucky Taylor | 100