In our May/June 2026 issue, for Imbibe‘s 20th anniversary, writer Susannah Skiver Barton reported on the radical reversal of fortunes experienced by the American whiskey market in just a few short decades, going from glut to skyrocketing growth. Seeds were planted that later proved fruitful, such as the 1984 release of Blanton’s single-barrel bourbon, and the ’90s release of Jim Beam’s Small Batch Collection. “Those two events turned the tide,” noted spirits expert F. Paul Paccult, who has been writing about the industry for the better part of four decades.
That got us thinking about the releases that contributed to the American whiskey market as it stands today. We tapped some longtime industry writers and bonafide whiskey lovers for their perspective on the moments, bottles, and trends that have shaped the modern American whiskey landscape.
Aaron Goldfarb, author of Dusty Booze: In Search of Vintage Spirits
“For the bulk of its four decades existence, Blanton’s was an always-findable, slightly-above-average-in-taste, reasonably-priced, suitable-for-gifting bottle with an iconic grenade bottle shape and horsey cork atop it. Then bourbon mania struck the U.S. at the end of the 2010s. Suddenly this offbeat whiskey, first launched to a limited Japanese market in 1984, had become a unicorn, now nearly impossible to find on retail shelves, priced to gouge and behind the register if it was.
“You see, the hoi polloi had come to realize it was produced at the very same Buffalo Trace Distillery that also made the highly-allocated Van Winkles and Antique Collection and, if you couldn’t find those, then Blanton’s would have to do. Yes, Blanton’s was also the world’s first widely commercially-available ‘single barrel’ bourbon and that also makes it significant—but to those of us who have followed the industry for decades, we’ll always remember it as the bourbon that showed peak insanity had finally hit the industry… and the other shoe was surely soon to drop.”
Julia Ritz Toffoli, founder and principal of Women Who Whiskey
“One of the most notable developments in American whiskey over the last few decades has been its return to its roots. While bourbon has long been our global ambassador, American whiskey was built on rye and single malt—hearty grains that helped define a young nation. The craft rye renaissance and, especially, the more recent revival and formal recognition of American Single Malt have shown a creative blend of tradition and innovation. Distilleries like Westward and Balcones are pushing the category forward through thoughtful experimentation, and I’m excited to see where these trailblazing makers take us next!”
Nat Harry, spirits judge, educator, and author of Spirits Distilled
“The Rittenhouse 21 single barrel rye released in 2006, and ironically was a hard sell at the time. Winning double gold at the San Francisco World Spirits Competition was a ticket to celebrity status the following year—it seemed not just to propel the category of rye whiskey, but bolster the reputation of aged American whiskey in general. I think it also triggered that ‘what else have we been missing’ mentality among American whiskey drinkers, while calling out to those new to the category. Rye at that time was getting attention from bartenders—it was attracting the spirits nerds, cocktail enthusiasts and folks with adventurous palates.”
David Thomas Tao, spirits judge and writer
“Today, we live in an age of barrel proof wonder, with enough high-octane bourbons to make heads (and palates) spin. But the move toward uncut, unfiltered expressions really gained steam in the past two decades. First released as a gift shop exclusive in 2011, Elijah Craig Barrel Proof Bourbon helped lead the trend. The bottle hit national distribution in 2013, providing drinkers with an affordable, impactful Kentucky bourbon in its most unadulterated form. Released three times a year, it’s still on any bourbon nerd’s ‘must try’ list, even after a 2023 move away from its 12-year age statement.”
Noah Rothbaum, author of The Whiskey Bible: A Complete Guide to the World’s Greatest Spirit.
“Booker Noe changed the American whiskey industry when he created his eponymous bourbon. The expression ushered in a new era of small batch releases and changed the perception of bourbon overall. The first whiskey unicorn was Sazerac 18. It not only helped to put rye back on the radar but created a sensation. Buffalo Trace has since used this game plan to make a whole herd of unicorn whiskies. For many people, Maker’s Mark was the first bourbon they fell in love with. It attracted a whole new generation of drinkers to the category and generally doesn’t get the credit it deserves as a trailblazer and pioneer.
“Rittenhouse was the star of the craft cocktail boom. It was the spirit of choice for all of the drinks served in the first-generation cocktail bars that opened in New York City in the early 2000s. Meanwhile, Bulleit played a key role in re-establishing rye. It was the first time in the modern era that rye whiskey was widely and reliably available at a reasonable price. This allowed bars to once again offer classic rye cocktails on a regular basis.”
