The marketing of American whiskey, more often than not, aims to evoke notions of history and heritage, focusing obsessively on tying brands to whiskey legacies and century-old traditions. Every would-be craft bourbon distiller can track down a great-great grandpappy who used to work at Old Forester or make ‘shine in the woods of Appalachia. Greenbar, a small distillery in Los Angeles, is a breath of fresh air in that respect.
