Americans can’t get enough craft booze, and big brands are noticing.

Andrew Buchanan had prepared for the launch of The Gentleman Distillery’s bourbon for months; however, this wasn’t just any craft spirit. Buchanan and his business partner Curtis Mackley* were releasing the first bourbon produced in Bourbon County, Kentucky since 1919, the year before the Noble Experiment began nationwide and the 26 distilleries located in the county were closed. None of them reopened after Prohibition ended, and the region didn’t produce its namesake beverage for nearly a century.

Read more here: Is the Craft Beer and Spirits Movement Threatening Big Brands? – Eater