High-end whiskey brands often use Old West imagery to sell their products, but if they were really selling what the cowboys drank, you’d definitely want to save your money. Absent copyright laws and regulation, the quality of “whiskey” varied wildly from saloon to saloon. Something labeled as an aged, straight Kentucky bourbon could actually just be neutral grain alcohol, often distilled from low-grade molasses, re-distilled with a variety of additives that could include burnt sugar, glycerine, prune juice, iodine, tobacco, or even sulfuric acid. Of course, good whiskey existed — but the Wild West is not known for being particularly refined.
In the late 19th century, whiskey producers that did not want their name slapped on bottles of boozy tobacco juice made some attempts to self-regulate, and separating real bourbon from the fake stuff led to the “bottled in bond” label that manufacturers still use today. More labeling laws came with the 1906 Pure Food and Drugs Act.