Bourbon is the NEW vodka as far as popular spirits. It is in high demand right now. Five years from now the vogue spirit will be Tequila or Rum or Scotch or something else.
Vodka is always going to be for people who don’t actually like the taste of alcohol. Scotch had its wave in the 1990s, about the same time cigars became a fad. Tequila had its boom about ten years ago. Maybe rum will be next, especially if trade with Cuba opens and Havana Club becomes available. But I think there are going to be a lot of interesting American spirits coming out of the craft movement that are aging now and will hit the market in a few more years. I’m already starting to see some on the shelf.