Call it the Mad Men effect: retro fashions, debonair dinner parties and especially classic drinks - like bourbon - are back with a vengeance.
"Despite the recession, consumers decided they wanted to drink better," says Frank Coleman, senior vice president of the Distilled Spirits Council of the United States.
Last year, sales of super premium bourbon (the highest price category) were up 17.7% from 2009, according to the council, while total bourbon sales grew at a rate of just 4%.
So what makes a bourbon "super premium"? Well, better often means older. Older whiskeys spend more time aging in an oak barrel, which is how they get their caramel color and much of the flavor.
Read "Great bourbons at a bargain" on CNNMoney.
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