With the news that Maker's Mark is unveiling a new ad campaign aimed squarely at young drinkers, Adam, Joanna, and Zach discuss why the bourbon industry is being so proactive about courting the next generation of drinkers. Is it just canny business, or a reaction to some slippage in whiskey's popularity? Please remember to subscribe to, rate, and review VinePair on Apple Podcasts, Spotify, or wherever you get your episodes, and send any questions, comments, critiques, or suggestions to [email protected]. Thanks for listening, and be well.

Joanna is drinking: Page Mill Malbec

Zach is drinking: Cain Concept

Adam is drinking: Aldo Conterno Barolo

Instagram: @adamteeter, @jcsciarrino, @zgeballe, @vinepair

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