In the late 1960s and early '70s, bourbon fell out of favor among the younger generation, viewed as an outdated drink associated with their parents' generation.
The Baby Boomers' cultural rebellion included a rejection of their parents' tastes, contributing to bourbon's decline as they sought alternatives aligned with their anti-establishment ethos.
Despite bourbon's rich history and even being declared America's official spirit in 1964, it struggled to maintain popularity through the 1970s due to generational shifts in taste.
As the 1970s progressed, bourbon faced an oversupply issue and a cultural shift toward lighter spirits, which were more in line with the evolving societal attitudes.
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