Bourbon, Black and White: Bourbon and Race in America, 1935-1975

Abstract

ABSTRACT This article explores the cultural history of bourbon in the United States between the 1930s and the 1970s through the lenses of race, politics, and consumerism. Several related trends pushed bourbon’s cultural history in new directions during this time. Like many popular consumer products, Americans endowed bourbon with complex meanings that reflected imagined, contested notions of history and racial identities and hierarchies. As Black and white Americans bought, sold, drank, and talked about bourbon, they also grappled with racial conflict and social change. Distillers crafted new appeals to Black Americans to spur sales. Mass consumerism grew in importance as an arena of activism after the Second World War. Black activists targeted the bourbon industry in their ongoing fight against commercial racism and segregation. Bourbon became a touchstone in the politics of civil rights. Black and white commentators invoked contrasting bourbon symbolism and tropes in their civil rights rhetoric. These trends and dialogues flavored the meanings that Americans consumed as they drank bourbon. All the while, bourbon whiskey became a staple of the upwardly mobile, consumption-driven lifestyles of the middle and professional classes, regardless of their racial identities. To tell these stories, the article relies on bourbon-related advertising, journalism, and commentary in the Black and white presses, corporate market research materials and correspondence, and National Association for the Advancement of Colored People (NAACP) archival records.