It’s This Week in Bourbon for April 26th 2024. Master Distiller Alex Castle will be leaving Old Dominick, the bourbon spirits market size to rise up to US$12 billion by 2030, The WoodWork Collective and David Jennings announce Raconteur Rye.

Show Notes:

• Master Distiller Alex Castle will be leaving Old Dominick
• Give 270 has a new giveaway
• Three Chord Bourbon x Allman Brothers Band
• Shelter Distilling expands to Montrose, Colorado
• ourbon Spirits Market Size to Rise up to US$12 Billion by 2030
• A ransomware attack on a Swedish logistics company
• London Marathon runner tasted a different glass of wine each mile of the race.
• Garrison Brothers Lady Bird
• J. Mattingly 1845 Distillery Combat Infantry Badge (CIB) Bourbon
• Bulleit 12-Year-Old Rye Whiskey
• Derby City Gaming and Hotel “Thoroughbred Collection”
• New Riff Silver Grove Bourbon and Silver Grove Rye
• Basil Hayden Subtle Smoke
• LuxRow Blood Oath Pact 10
• Chattanooga Whiskey Founder’s 12th Anniversary Blend
• Two Souls Spirits Spring 2024 release
• The WoodWork Collective and David Jennings Raconteur Rye
• @olddominick @give270 @threechordbourbon @shelterdistilling @garrisonbros @jmattingly1845 @bulleit @newriff @basilhayden @luxrowdistillers @chattwhiskey @rarebird101
• Support this podcast on Patreon

This is a question that has plagued me for quite some time and it was inspired by my wife. Ryan and I continuously evaluate brands as we compare what works and what doesn’t when it comes to consumers. We get caught in this trap of continually pivoting as we see other brands catch fire because of a bottle design or some element. So my wife asked me, Kenny, are you are whiskey company or a marketing company? It caught me off guard and I really had to think about the broader landscape so I wanted to make an episode where we talk about what it takes to be a whiskey company versus a marketing company. There’s probably a lot of brands out there that think of themselves as a whiskey company but in reality they are a marketing company. Here’s the thing, there’s no wrong answer. Marketing plays a crucial role in whiskey and it could be the marketing that’s in your face through point of sale, it could be bottle shapes, or even the lack of marketing to keep the mystique alive. I thoroughly enjoyed this conversation and it probably requires us to hit this topic again in the future if you send us your feedback.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about Maker’s Mark and their role in bourbon resurgence.
• Where do you spend your first initial investment?
• Does the liquid even matter?
• Does having special distillation, heirloom grains, or anything else really matter?
• Can a big distiller be considered a marketing company?
• When a big distiller creates the same label with different colors and proofs, is that about the whiskey?
• How do you transition from being a marketing company to a whiskey company?
• Does it matter if you’re getting it from one source like everyone else?
• Do you need to cater to the neophytes or the mass consumer market?
• If Fred Minnick starts a brand would you put your money in marketing or the whiskey?
• Can you be a whiskey company if you are using MGP?
• Is a lack of marketing considered marketing?
• Support this podcast on Patreon

On this Whiskey Quickie by Bourbon Pursuit, we review High N’ Wicked Kentucky Straight Rye Whiskey. This 5 year old whiskey is 98.2 proof and $80 MSRP. Let us know what you think. Cheers!

DISCLAIMER: The whiskey in this review was provided to us at no cost courtesy of the spirit producer. We were not compensated by the spirit producer for this review. This is our honest opinion based on what we tasted. Please drink responsibly.

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It’s This Week in Bourbon for April 19th 2024. Maker’s Mark, Ed Lee, and Messermeister come out with a knife collaboration, Bourbon Women announces the 2024 SIP Scholarship Program, and Keeneland Race Course and Maker’s Mark launch Greats of the Gate.

Show Notes:

• Woodford Reserve Distillery has unfairly influenced a 2022 unionization vote
• Maker’s Mark, Ed Lee, and Messermeister come out with a knife collaboration
• Bargo 459 joins The Kentucky Distillers’ Association
• Bourbon Women is pleased to announce the 2024 SIP Scholarship Program
• Hard Truth Distilling Co. to break ground on its third rackhouse
• Old Line Spirits 51 Rye Whiskey
• Keeneland Race Course and Maker’s Mark launch Greats of the Gate
• @woodfordreserve @makersmark @chefedwardlee @messer_meister @bourbonwomen @hardtruthspirits @oldlinespirits @keeneland
• Support this podcast on Patreon

Whenever you get into a hobby that involved enthusiasts and collecting, there are trends that begin to appear. Allocations, raffles, lotteries, fakes, these are things that become common. One of those hobbies that has quite a few parallels is sneakers. Matt Kusek is a certified whiskey enthusiasts as a write for Malt Review but he’s also the host of the Swoosh Life podcast that focuses on sneaker heads. He joins the show to give us an insight into how the shoe game and bourbon have so many similarities that, in Matt’s words, sneakers are 20 years ahead of bourbon. We dive into the types of collectors, brands, sales, allocation, and so much more. If sneakers are really 20 years ahead of bourbon, who knows what the next few years has in store for us.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about Buffalo Trace expansion.
• What’s the similarity between Jordan’s and bourbon releases?
• Are there raffles, lotteries, or hunts for sneakers?
• Who is the distributor and how do they own the retail store?
• If Nike is number one, who would they be compared to and who’s the next biggest?
• Mom and pop stores vs chains and how are they getting pushed out of the market?
• What about saving and storing vs wearing or drinking?
• Is it Jordan and then everyone else?
• What is the Heaven Hill or Weller of sneakers?
• Are there people that only collect one type of shoe?
• Bourbon hits all walks of life or does the sneaker enthusiasts hit all walks of life?
• Are there sneakers that don’t need marketing?
• Do you look differently at people who are rookies and buy stuff just because they want every color?
• Are there any value brands that hold up over time?
• Are there some LTOs that flop?
• Are replicas or fakes a big problem?
• Has the market gone down because everything became a limited edition?
• Was Blue Run able to sneakerize the industry in your opinion?
• @mattkusek
• Support this podcast on Patreon

On this Whiskey Quickie by Bourbon Pursuit, we review Jack Daniel’s 12 Year Batch 2 Tennessee Whiskey. This 12 year old whiskey is 107 proof and $80 MSRP. Let us know what you think. Cheers!

DISCLAIMER: The whiskey in this review was provided to us at no cost courtesy of the spirit producer. We were not compensated by the spirit producer for this review. This is our honest opinion based on what we tasted. Please drink responsibly.

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It’s This Week in Bourbon for April 12th 2024. Derby season is abuzz in Louisville with lots of events, Jeff Hopmayer joins the board for Staghorn, and 18 new whiskey releases.

Show Notes:

• A21 Wine & Spirits has agreed to purchase the Noble Oak American Whiskey brand from Edrington
• Slow Pass Bourbon Co. LLC is considering opening a $70 million distillery in Springfield, Ky
• Three limited-time Derby experiences for booking on Buzzard’s Roost
• The Woodford Reserve $1,000 and $5,000 Mint Julep cups charity program
• Staghorn has appointed Brindiamo Group founder Jeff Hopmayer to serve on the advisory board
• Chef Edward Lee recently released a cookbook called Bourbon Land
• Michter’s 10 Year Kentucky Straight Bourbon
• 2XO The Kiawah Blend
• High n’ Wicked cask strength rye and bourbon
• High West Bourye
• Jim Gaffigan launches Fathertime Bourbon
• Ezra Brooks 99 Port Wine Cask Finish
• Ole Smoky Tennessee Straight Bourbon Whiskey
• Booker’s Springfield Batch
• BHAKTA 2014 Bourbon
• A. Overholt
• Chicken Cock Double Oak Single Barrel
• BLACKENED Whiskey 2024 edition of Rye the Lighting
• Savage & Cooke Distillery Howling Mob Bourbon Whiskey and Bloody Butcher Bourbon Whiskey
• Still Austin Ruby Red Port Barrel Finished Straight Rye Whiskey
• Old Fitzgerald Bottled-in-Bond 25th Anniversary Edition
• Orphan Barrel Indigo’s Hour Straight Bourbon Whiskey
• Milam & Greene Whiskey 2024 Wildlife Collection: Mockingbird Single Barrel Bourbon
• @nobleoak @buzzardsroostwhiskey @woodfordreserve @brindiamogroup @chefedwardlee @michterswhiskey @2xowhiskey @dixon_dedman @highnwicked @drinkhighwest @jimgaffigan @fathertimebourbon @ezrabrooksbourbon @olesmokey @bhaktaspirits @chickencockwhiskey @blackenedamericanwhiskey @savageandcooke @stillatx @heavenhilldistillery @milamandgreenewhiskey
• Support this podcast on Patreon

You hear us talk about dusty bourbon on the show too often. We keep beating that dead horse because it’s a chance to drink history and have a completely different whiskey than what’s in the bottle today. Vintage spirits are on the rise and have gone from an underground enthusiast crowd into the mainstream. Aaron Goldfarb is a distinguished author and he joins the show to talk about his new book titled Dusty Booze. This books has a storyline with finding a dusty goldmine but goes into the story of decanters, minis, and the hunt for rare bottles. It’s now available on Amazon and lots of different outlets.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about bourbon with malted barely with the highest secondary grain.
• What made you want to write a book on vintage whiskey?
• What were some of those iconic decanters that were made?
• What was the story you saw form out of the glut era?
• Did you ever talk to store owners and ask why they would sit on inventory for this long?
• Why did decanters become so popular or unpopular?
• What makes a dusty spirit different from today’s current releases?
• Did anyone come up with a better term other than dusty funk?
• Why was there a bigger market for minis back in the day?
• Talk about the storyline and how Kevin came across this goldmine and any legal implications.
• How many bar owners did you talk to about running a business on vintage spirits?
• What do you think has to be considered vintage?
• Was there any information in the book that teaches you how to date code vintage whiskey?
• Is there a chance that any store is left with any dusty bottles?
• Do you need dusty cocktail ingredients?
• @aarongoldfarb
• Support this podcast on Patreon

On this Whiskey Quickie by Bourbon Pursuit, we review Heaven Hill Heritage Collection 18 Year. This 18 year old bourbon is 120 proof and $300 MSRP. Let us know what you think. Cheers!

DISCLAIMER: The whiskey in this review was provided to us at no cost courtesy of the spirit producer. We were not compensated by the spirit producer for this review. This is our honest opinion based on what we tasted. Please drink responsibly.

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The past few weeks there have been lots of speculation about non distilling producers, or known as NDPs, being able to survive. The market has shifted and there are images of sourced brands that have prices slashed on shelves along with others having their facilities up for sale. This makes us wonder what is in store for the remainder of the year. We talk about what makes NDPs special and how every big distillery was also a NDP at one point as well. There’s also a message coming directly from Barrell Bourbon about their current listings.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about hot sauce and bourbon.
• What will happen to NDPs in 2024?
• Support this podcast on Patreon

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On this Whiskey Quickie by Bourbon Pursuit, we review Chattanooga Whiskey White Port Cask Finished. This 5 year old whiskey is 95 proof and $60 MSRP. Let us know what you think. Cheers!

DISCLAIMER: The whiskey in this review was provided to us at no cost courtesy of the spirit producer. We were not compensated by the spirit producer for this review. This is our honest opinion based on what we tasted. Please drink responsibly.

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It’s This Week in Bourbon for March 29th 2024. A new service is launching dubbed the Kentucky Bourbon Retreat, Hard Truth Distilling Co. announced the introduction of Farmer’s Reserve, and Woodford Reserve drops a $15,000 bottle for the 150th Kentucky Derby.

Show Notes:

• A new service is launching dubbed the Kentucky Bourbon Retreat
• Indiana has new liquor laws
• West Virginia’s legislature has approved a bill that would allow individuals to distill
• Better Business Bureau warns of scam bourbon retail sites and social media accounts
• 50 Cent has filed a $6 million embezzlement case against Beam Suntory
• A vintage Perone beer can has sold for an astounding $62,830
• Hard Truth Distilling Co. Farmer’s Reserve
• 15 STARS First West Bourbon
• Woodford Reserve 150th Kentucky Derby
• @50cent @barrelglobal @hardtruthspirits @woodfordreserve
• Support this podcast on Patreon

Understanding how the bourbon geek thinks has been something that has dumbfounded us for years. We talk about it all the time on roundtables and other episodes where we try to guess why consumers purchase in certain ways. And for the longest time, you all have asked why don’t we get someone on the show that can talk about the psychology of a bourbon drinker. Well, ask and you shall receive. In this very special episode, Jim White, the Founder and President of Reality Check consulting who has a background in bourbon advertising and psychology joins the show to talk about how people think and how brands can develop a story. This episode will dive into the psychology of scarcity, pricing, limited editions, repeat purchases, and so much more. During different segments you’re going to come away realizing a reason why you chase and hunt bottles as well.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about enforcement of bottled in bond.
• Can you give a background about Reality Check Consulting?
• What research methods do you use to get consumer feedback?
• What things in our psychology trigger us to look at certain brands?
• How does a brand like Weller go from zero to hero in such a short time?
• Why should brands create limited edition offerings from a psychology perspective?
• Is there another type of consumer that just isn’t worried about status?
• How does a brand focused on volume market differently?
• Why would someone purchase the same bottle over and over again?
• Do other categories have fans that want their own hobby to fail?
• Is brand loyalty dead?
• How do you attract a customer to look beyond what’s safe?
• Does FOMO play a big role?
• Support this podcast on Patreon

On this Whiskey Quickie by Bourbon Pursuit, we review Broken Barrel Honey Smoke Reserva American Whiskey. This 6 year old whiskey is 110 proof and $80 MSRP. Let us know what you think. Cheers!

DISCLAIMER: The whiskey in this review was provided to us at no cost courtesy of the spirit producer. We were not compensated by the spirit producer for this review. This is our honest opinion based on what we tasted. Please drink responsibly.

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It’s This Week in Bourbon for March 22nd 2024. MGP is getting ready to battle two cities in court, more partnerships in golf are coming from Elijah Craig and Blade & Bow, and Rabbit Hole released the newest member of its Distillery Series, Heretofore.

Show Notes:

• MGP is getting ready to battle two cities in court
• Thieves got away with bourbon that was inside a parked truck
• Bespoken Spirits new headquarters in Lexington, Kentucky
• Flying Ace announced an educational scholarship program with Folds of Honor
• Barmen 1873 Bourbon is rolling out its first-ever celebrity partnership with Lainey Wilson
• Blade and Bow Kentucky partners with golf champion Wyndham Clark
• Elijah Craig welcomes the 2024 PGA Championship
• Jack & Ginger Ale
• Knob Creek collaborates on a limited release with LL Cool J
• Penelope Rio is set to arrive on shelves in March
• Maker’s Mark has now launched the London edition of its Wood Finishing City Series
• Rabbit Hole Distillery released the newest member of its Distillery Series “Heretofore“
• @bespokenspirits @flyingacespirits @foldsofhonor @barmen1873 @bladeandbowwhiskey @elijahcraig @jackdaniels_us @knobcreek @peneoplebourbon @makersmark @rabbithole @raekwon @llcoolj
• Support this podcast on Patreon