This is the authors’ interpretive frame, not a measured causal finding. It supplies the visibility side of the Batch 015 research question.
Opening explanation of why the book teaches production and category basics.
The authors argue that whiskey drinking had become distanced from whiskey making and that brand advertising offered little substantive production information; they suggest the arrival of small distilleries might begin to close that knowledge gap.
PDF sheet 28 (displayed p. 20)
Chapter 1 — What Is Whiskey?
Searchable text and rendered PDF sheet 28 visually checked on 2026-08-25; displayed ebook page 20.
Evidence
The authors argue that whiskey drinking had become distanced from whiskey making and that brand advertising offered little substantive production information; they suggest the arrival of small distilleries might begin to close that knowledge gap.
Locator
Locator type: Page
Start: PDF sheet 28 (displayed p. 20)
End: Same as start or not applicable
Source section: Chapter 1 — What Is Whiskey?
Context
Opening explanation of why the book teaches production and category basics.
Annotation
This is the authors’ interpretive frame, not a measured causal finding. It supplies the visibility side of the Batch 015 research question.
Verification
Status: Verified
Searchable text and rendered PDF sheet 28 visually checked on 2026-08-25; displayed ebook page 20.