Contents

List of Illustrations

Foreword, by Fred Minnick

Preface

1. Bourbon History Tells the Story of American History

2. American Law Defines Bourbon

3. Bourbon Drives the Development of Trademark and Brand Name Rights

4. Old Crow Provides the Most Comprehensive Trade Name Case Study

5. Bourbon Expands Trade Name Rights

6. Bourbon Marketers Write the Book on Puffery and Exaggeration

7. Bourbon Leads the Nation to Consumer Protection

8. Bourbon Tells the Behind-the-Scenes Story of Prohibition

9. Bourbon Law Reins in Fake Distillers and Secret Sourcing

10. Bourbon Drives Truth in Labeling

Acknowledgments

Notes

Table of Authorities

Index