Whisky has long been considered a ‘serious’ drink enjoyed by men of a certain age, with picky fans often loyal to their beloved single malt. But now, thanks to experimental palates and a desire for ‘authentic’ brands, sales are soaring as women and Gen Yers raise a dram of the dark stuff.

Bourbon is booming, rye is on the rise and Tennessee is thriving as US drinkers fall back in love with dark spirits. But a clever ad campaign isn't always enough for a brand to stand out. How did Jack Daniel’s grab people’s attention and remind them that whiskey is the drink of rock and roll stars?

Whiskey has long been considered a serious drink to be enjoyed by men of a certain age – picky Scotch drinkers have a lifelong affiliation with their beloved brand of single malt. But now, Scotch sales are soaring in the US, and it's not the usual suspects that are buying it.

In today’s economy – in which ‘good’ jobs are typically knowledge- or tech-based – many well-educated young Americans are now choosing to pursue traditionally low-status careers. Canvas8 spoke to Richard Ocejo, author of Masters of Craft, to learn why it’s cool to be a butcher or a barber.