Whiskey & Spirits FOR DUMmIES ‰ by Perry Luntz 01_117699 ffirs.qxp 10/2/07 12:41 PM Page iii 01_117699 ffirs.qxp 10/2/07 12:41 PM Page ii Whiskey & Spirits FOR DUMmIES ‰ 01_117699 ffirs.qxp 10/2/07 12:41 PM Page i 01_117699 ffirs.qxp 10/2/07 12:41 PM Page ii Whiskey & Spirits FOR DUMmIES ‰ by Perry Luntz 01_117699 ffirs.qxp 10/2/07 12:41 PM Page iii Whiskey & Spirits For Dummies® Published by Wiley Publishing, Inc. 111 River St. Hoboken, NJ 07030-5774 Copyright © 2008 by Wiley Publishing, Inc., Indianapolis, Indiana Published by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600. 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Library of Congress Control Number: 2007936470 ISBN: 978-0-470-11769-9 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 01_117699 ffirs.qxp 10/2/07 12:41 PM Page iv About the Author Perry Luntz has been involved in one way or another with the beverage alcohol business most of his adult life. For more than 20 years he has been publisher and editor of Beverage Alcohol Market Report, an international e-letter for marketing executives in beer, wine, and spirits. He served as Director of Marketing Communications for Seagram Distillers for a decade, worked on the creative side of several advertising agencies, including a spell as a creative director of a Young & Rubicam division, and for sev- eral years headed his own marketing communications agency. A consultant, lecturer, teacher, and news media source, Perry is frequently interviewed in newspapers, radio, and television, including the BBC. He is chairman emeritus of the Wine Media Guild, proving he knows his way around vineyards and breweries, as well as distilleries. Like many native New Yorkers, Perry is a political junky. He served several years as president of a highly regarded NYC political club. For the past decade, Perry has been Senior Editor of the Beverage Media Group, a network of trade magazines read by 140,000 licensed retailers. He also writes a weekly column for the group’s B-to-B Internet site. He lives with his wife Carol Ann Rinzler in the Center of the Known Universe — Midtown Manhattan — occasionally visiting his home town of Brooklyn, where his son Russell lives with wife Lisa Di Gennaro. In the winter, he and Carol often become “snow birds” to descend on the rest of their family, Ira, Jacky, and grandsons Ari and Eli, who live in Sarasota, Florida. 01_117699 ffirs.qxp 10/2/07 12:41 PM Page v 01_117699 ffirs.qxp 10/2/07 12:41 PM Page vi Dedication For Lloyd, whose light is gone but whose spirit is always with us. Acknowledgments It’s impossible to say how much I owe to Carol Ann Rinzler, my wife, confidant, love of my life, and a damned good editor as well as a prolific and terrific author. I’ll settle for saying just this: I couldn’t have done it without you! For my children, Ira and Jackie, Russell and Lisa, and my grand- children Ari and Eli — my cheering section — most appreciation and love. On a professional level, my blessings are extended to the many friends and mentors in the spirits business with whom I’ve worked over the years. They are the most generous and forthcoming people in the world, and I love them all. In particular, I want to thank Bill Slone, whose support made this book possible. Special acknowledgment goes to my oldest and wisest friends in the business, Gerry Slone, Ron Kapon, and Herbert Silverman, as well as the two best mixologists in the world, Dale De Grof and Ray Foley. Particular thanks to Lisa Hawkins of DISCUS and Chris Morris of Brown-Forman, who helped make sure the chapter on distillation was accurate. In all cases, any errors are mine, not those who helped me. And of course where would this book have been without the gentle editorial ministrations of Wiley’s Michael Lewis, Tim Gallan, Sarah Faulkner, and my guardian angel agent Phyllis Westberg. It was a long time coming, but I hope all who contributed to it enjoy reading this book as much as I enjoyed writing it. 01_117699 ffirs.qxp 10/2/07 12:41 PM Page vii Publisher’s Acknowledgments We’re proud of this book; please send us your comments through our Dummies online registration form located at www.dummies.com/register/. Some of the people who helped bring this book to market include the following: Acquisitions, Editorial, and Media Development Senior Project Editor: Tim Gallan Acquisitions Editor: Michael Lewis Copy Editor: Sarah Faulkner Technical Reviewers: William Greenman, Mike Tully Editorial Program Coordinator: Erin Calligan Mooney Editorial Managers: Christine Meloy Beck, Michelle Hacker Editorial Assistants: Joe Niesen, David Lutton, Leeann Harney Cover Photo: © Dorling Kindersley/ Getty Images Cartoons: Rich Tennant (www.the5thwave.com) Composition Services Project Coordinator: Erin Smith Layout and Graphics: Stephanie D. Jumper, Shelley Norris, Christine Williams Anniversary Logo Design: Richard Pacifico Proofreaders: Todd Lothery, Nancy L. Reinhardt Indexer: Becky Hornyak Publishing and Editorial for Consumer Dummies Diane Graves Steele, Vice President and Publisher, Consumer Dummies Joyce Pepple, Acquisitions Director, Consumer Dummies Kristin A. Cocks, Product Development Director, Consumer Dummies Michael Spring, Vice President and Publisher, Travel Kelly Regan, Editorial Director, Travel Publishing for Technology Dummies Andy Cummings, Vice President and Publisher, Dummies Technology/General User Composition Services Gerry Fahey, Vice President of Production Services Debbie Stailey, Director of Composition Services 01_117699 ffirs.qxp 10/2/07 12:41 PM Page viii