This is partly our fault. We, the bourbon drinking collective, have been doing it for years now — haughtily referencing some tiny boutique bourbon we’ve recently tried. They snobbed up the beer and we said nothing. They snobbed up pub food and we said nothing. This was inevitable, and we ushered it in.
10 years ago: “Oh you like Jim Beam? You should try Maker’s Mark.”
Five years ago: “Maker’s, huh? Check out Bulleit next time.”
Two years ago: “Bulleit’s a solid starter bourbon, but next time try for a Jefferson’s Reserve. I had it at a tasting recently. You’ll hear about it soon.”
And so on. Before I knew the impact of my own pretentiousness, I’d contributed to the mania.