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Citation Category
Citation
Citation ID
3237
Citation Status
Ready
Citation Style
Custom
Citation Summary
Rothbaum reports Fred Noe’s acceptance of mixing premium bourbon and contrasts differing practitioner preferences about water and mixing, alongside efforts to attract new audiences.
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Full Citation
Rothbaum, Noah. The Business of Spirits: How Savvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink. Kaplan Publishing, 2007. Physical PDF 131–138.
Literature Notes
Locator End
138
Locator Start
131
Locator Type
Page
Permalink
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Short Citation
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No access
Source Section
Verification Notes
Attribution and locators checked; historical assertions not independently validated.
Practitioner preferences and marketing examples, not experimental dilution findings or a universal progression of taste.