How Kentucky bourbon went from boom to bust

Tariffs, oversupply and teetotaling Gen-Zs have all contributed to the downfall of one of America's most iconic liquors.

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Although the whiskey, which is traditionally made with corn and aged in charred oak barrels, has roots going all the way back to the 18th Century, it wasn't until 1964 that it became an iconic piece of Americana, when Congress passed a law declaring it a "distinctive product of the United States".

But drinking trends come and go, and by the end of the 20th Century, bourbon was considered a bit old fashioned - pun intended.

"You often see these kind of generational shifts where people don't want to drink what their parents drink," said Marten Lodewijks, the US president of IWSR, which collects alcoholic beverage data and provides industry analysis.

Then, as the world recovered from the 2008 recession, drinkers seemed to rediscover this classic spirit, for a few different reasons.