PAPPYLAND

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The story of how Julian Van Winkle III, the caretaker of the most coveted cult Kentucky Bourbon whiskey in the world, fought to protect his family's heritage and preserve the taste of his forebears, in a world where authenticity, like his product, is invery short supply. As a journalist said of Pappy Van Winkle, You could call it bourbon, or you could call it a $5,000 bottle of liquified, barrel-aged unobtanium.'' Julian Van Winkle, the third-generation head of his family's business, is now thought of as something like the Buddha of Bourbon - Booze Yoda, as Wright Thompson calls him. He is swarmed wherever he goes, and people stand in long lines to get him to sign their bottles of Pappy Van Winkle Family Reserve, the whiskey he created to honor his grandfather, the founder of the family concern. A bottle of the 23-year-old Pappy starts at $3000 on the internet. As Julian is the first to say, things have gone completely nuts. Forty years ago, Julian would have laughed in astonishment if you'd told him what lay ahead. He'd just stepped in to try to save the business after his father had died, partly of heartbreak, having been forced to sell the old distillery in a brutal downturn in the market for whiskey. Julian's grandfather had presided over a magicalkingdom of craft and connoisseurship, a genteel outfit whose family ethos generated good will throughout Kentucky and far beyond. There's always a certain amount of romance to the marketing of spirits, but Pappy's mission statement captured something real: ''We make fine bourbon - at a profit if we can, at a loss if we must, but always fine bourbon.'' Show more