What's Authentic?

Distillers like to claim the "authentic" label for their whiskies, but how does one define "authenticity" in whisky? Is a "grain to glass" whisky more authentic than one that's mass-produced? Stanford business professor Glenn Carroll and Tulane business professor Cameron Verhaal teamed up to study just what whisky drinkers consider to be authentic, and they join us on this week's WhiskyCast In-Depth to discuss their findings. In the news, Irish Whiskey tourism rebounded strongly during 2022 with a 425% gain over the pandemic-affected year of 2021. Diageo shares took a plunge on softness in U.S. Scotch Whisky sales, and a small North Carolina distillery hopes to send barrels of whiskey where no barrels have gone before.