Epiphone was arguably just as successful in the late-90s as at any point in its history. With confidence booming, this era saw the launch of the Advanced Jumbo Series and the release of several important signature models. The John Lee Hooker Sheratons from the USA Collection were tasteful, toneful and utterly authentic. The Noel Gallagher Supernovas had attitude and edge, and became some of the most iconic designs of the time. Then there were the John Lennon 1965 and Revolution Casinos. With their US birthright, unbeatable authenticity and sense of aspiration, these models reunited Epi with the greatest artist of all time, and underlined the company's own re-emergence as a rock legend. As the new millennium came and went, the momentum continued, as Epiphone introduced the Elitist range and strengthened its position in the acoustic market with the acquisition of veteran Gibson luthier Mike Voltz. Voltz's contribution to Epiphone's development cannot be overstated. While the firm had revived its electric range to great acclaim, there was still a sense that it needed to claw back its former reputation for world-beating flat tops. All that changed with the introduction of the Masterbilt range, which - along with the subsequent 2005 release of the Paul McCartney 1964 USA Texan - consolidated Epi's acoustic credentials and reacquainted the firm with two big names from its past. www.epiphone.com
By 2003, the international demand for Epiphones was such that the company had opened a new factory in China. Not only did this mark the first time that Epiphone had its own dedicated factory since the initial takeover by Gibson but staffed by US managers and luthiers, it also armed them with the control over their own product that would let them take development to the next level, and give them a massive edge over the competition (most of whom continued to share workspaces). In 2007, Epiphone is all things to all players. Working musicians prize the company for its Gibson replicas, offering the quality of the most famous US models at competitive prices. Collectors of vintage guitars snap up the authentic Elitist reissues of the Emperor, Casino and Excellente (and many more). Recording artists turn to the Epiphone US range for quality that rivals any guitar manufacturer in the world, while rock 'n' roll fanatics delight in the company's signature models, which include everything from the Nick Valensi Riviera to the Zakk Wylde Les Paul Customs. Regardless of budget, ability or musical leaning, today's Epiphone line has it covered.
Perhaps even more important, Epiphone has retained the pioneering spirit that was always Epi Stathopoulo's calling card. Whether through the 2006 'Guitar of the Month' scheme (offering a different collector's model each month) or through its unending quest to challenge tradition, this is still a firm that thrives on the risk while always delivering the result. Perhaps David Berryman puts it best. "Gibson is a traditional company, Epiphone is more of a renegade. It marches to the beat of a different drum. Always has." One suspects that it always will.
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