Chris Kessler
Bourbon is an integral part of identity for Kentucky and its inhabitants. Recently the culture hasy through investment by international liquor brands to expand marketability. People are encouraged - even expected - to consume Bourbon now more than ever. Small, secluded areas of Kentucky are becoming spirit boomtowns which bring in tourism, further encouraging development and expansion of facilities that can meet the demand - Distilleries, hotels, restaurants, etc. Bourbon’s identity is changing. The image shown is sourced from a bartender-focused tour of the Maker’s Mark facility in Loretto, KY. The program - Camp Runamok - pools bartenders from across the country for a week-long education of spirits. The camp is also an effort by liquor brands to incentivize these bartenders to push their products. Campers are encouraged to “drink the Kool-aid” and enter a culture of consumerism which alters both Kentucky and its people for the sake of endless expansion.