The US whiskey market is increasingly powered by Gen Yers and Zers. This new generation of whiskey drinkers comes with new preferences and priorities, including an increased focus on women distillers, a penchant for surprising and sustainable flavors, and an affinity for whiskey as a social drink.
Since 2018, photographer Jordana Hazel has been involved with her husband’s brainchild, Case By Case Canning, a mobile canning company providing canning services to breweries, distilleries, and other beverage facilities. Hazel built a structure for the business, tackling everything beyond the day-to-day operation of the machine and paved the way for Veranda Cocktails, a line of spirit-forward cocktails made with fresh juices and natural flavors.
Jill Higgins is the co-owner of 1861 DIstillery, a contemporary Southern-inspired whiskey distillery based in Georgia. 1861 crafts small-batch spirits using sustainable ingredients and practices, and offers opportunities for bourbon education at its distillery.
Ellery Weil is a writer and historian based in London, England. She was awarded a PhD in History from University College London in 2023 and has given lectures on history for both academic and popular audiences in Britain and the United States. You can find her writing on education, history, the arts, and more across publications based across three continents, including both the academic and popular press.