Christmas reminds us of songs and carols, decorated trees and presents, and even the image of Santa Claus himself. However, early life in the American colonies differed in how Christmas was celebrated. Often, whether a group of people celebrated or not was a custom that transferred from the old world. There is a written record of whiskey consumed in 1405 during an Irish celebration of Christmas. This was not a very bourbon Christmas, but it was a start.
Early American Christmas
Puritans would ignore celebrating Christmas because the bible did not elaborate on Christmas celebrations. Some Virginians feasted, drank, gambled, and visited acquaintances and would drink alcoholic libations during the holiday. Many did not honor or recognize a very merry Christmas at all. Life was difficult, and sustaining life was often a daily struggle. There was no time for feasting, drinking, or enjoying oneself. However, depending on your wealth and religious upbringing, whiskey was part of any celebration.
A new beginning
Around 1850, Christmas began to take hold, first in the northern cities and then in the southern areas. It was when larger cities and industrial growth challenged small towns and villages. Small towns saw Christmas unify, celebrate, and bring happiness to village life. Carols, along with fortified holiday punch, were popular and plentiful. Whiskey was part of these early holiday celebrations.
Christmas Trees
The Christmas tree was a German custom that appeared in German homes in early America. Christmas trees began to be seen as a custom, and trees were often sold in public squares for a profit. By 1900, Christmas trees were found in twenty percent of American homes. Early trees were decorated with strings of nuts or berries, beads or popcorn, and even lemons and oranges. Eventually, ornaments from Germany were available to add decorations to many trees. Later, in 1965, Old Crow featured a decorated Christmas Tree in one of its Old Crow Bourbon ads. “It was the gift that’s wrapped in good wishes.”
Christmas and Bourbon
Four Roses was one of the most popular bourbons in America. After prohibition, it was at the top of the retail market—Christmas bourbon advertising campaigns in the 1930s, 40s, and 50s featured Old Forester, Jim Beam, Belmont, Old Taylor, Charter Oak, and Early Times, These ads were making bourbon whiskey part of many holiday traditions.
Bourbon makes the best of holiday drinks
This was the title of an advertisement placed by the Bourbon Institute in 1959. The ad not only discussed the tradition of bourbon but also discussed it as a worthwhile gift and symbol of holiday hospitality. A few of the bourbon drinks featured in the ad were Bourbon and Branch, Bourbon Mist, Manhattan, Whiskey Sour, Old Fashioned, and Hot Toddy. The Bourbon Institute was founded by Schenley Industries, whose tag line was “makes fine bourbon whiskey”.
Before the fall
Bourbon became the best-selling spirit in the United States by 1962 and rose until 1970. There was trouble ahead, but from 1958 to 1970, sales tripled, and Kentucky Bourbon was an American favorite. It continued to be part of holiday celebrations but was often overshadowed in the 1970s by newer drinks and clear alcohol.
We wish you a Merry Christmas!
Today’s post is a small look at American Christmas history with some bourbon information. Enjoy your holiday season and enjoy a bourbon with friends and family. This has been a challenging year for our family, but we hope the future looks brighter with the Christmas season. I thank all of you for your continued support, and I hope you find this holiday season peaceful and happy!
A Midwinter Night’s Dram
If you want to see our review of a fabulous winter whiskey, please watch our video here.