The Jewish origins of Kentucky bourbon

In Bernheim’s time, many of his contemporaries—such as the Beam or Pepper families—were able to use their frontier ancestors for marketing purposes. But Bernheim didn’t have such an ancestor. His last name came from Bern, Switzerland, which his family fled for Germany in the fourteenth century to escape a pogrom. Then, 500 years later, Bernheim left for America. The saga matched any frontier tale, but Bernheim nevertheless felt that his ethnic surname would draw prejudice if he used it as a brand. He compromised by placing the Anglo-Saxon “Harper” after his own first two initials to create I.W. Harper bourbon. In 1944, a year before Bernheim’s death at age 96, he would admit that he borrowed the name from John Harper, a popular horse trainer. At that point the brand was huge and still ascending—by 1966 it could be found in 110 countries worldwide. But, as with many great tales, there would be a downfall. The decades following I.W. Harper’s pinnacle saw U.S. consumer tastes shift toward lighter drinks—wine, vodka, gin—while bourbon sales plummeted. I.W. Harper stopped being sold in the U.S. around 1990, although it continued to be exported to a few foreign markets. Memory of the brand, alongside its true heritage, was nearly forgotten.

But the story would get another act. Bourbon has become popular in the states again, enjoying some of its strongest sales since the 1960s. With marketing that thrives on notions of history, heritage, and authenticity, numerous companies in recent years have resurrected long-forgotten labels. In March, Diageo, the world’s largest spirits producer, announced it is bringing I.W. Harper bourbon back to U.S. markets. The return broadcasts bourbon’s renewed popularity, as well as highlights an oft-forgotten aspect of the spirit’s iconic American legacy.