116 – The Visitor Experience at Heaven Hill with Jeff Crowe




Have you ever visited the Bourbon Heritage Center in Bardstown or the Evan Williams Bourbon Experience in downtown Louisville? It’s time you meet Jeff Crowe who is the General Manager of Visitor Experiences for Heaven Hill. Jeff takes us through what each locations have to offer and gives some insight into how he can fairly distribute Parker’s Heritage and William Heaven Hill releases

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  • Did you come from a hospitality background or whiskey?
  • Was life a bit less hectic in 2013?
  • How has bourbonism grown since you have been around?
  • Has it put more stress on your job
  • Talk about each theEvan Williams Bourbon Experience EWBE and theBourbon Heritage Center BHC and what you will see in each
  • Heaven Hill is unique that you don’t actually ever get to tour where the majority of the bourbon is made. Is there plans to open up Bernheim for visitors?
  • I’ve always told people that they need to visit EWBE to break up the distillery visits because it’s more like a mix of a museum with video projectors. Most distillery visits get pretty repetitive but this breaks the mold. Do you know whose idea it was to build it this way?
  • Talk about the history of this building because it was owned by the Shapiros at one point too.
  • What is the wildest thing you’ve seen happen at either location? Someone trying to dive into the large glass of Evan Williams at the entrance?
  • You also spend time at the BHC in Bardstown. Even though these locations are only an hour away from each other, is there a different vibe or feeling the visitors get from each?
  • Is there something one offers that the other can’t?
108 – Denny Potter, Master Distiller at Heaven Hill




Denny Potter, Master Distiller and VP of Operations at Heaven Hill, talks about his past handling dangerous chemicals, answers if bourbon production is green, touches on age statement removals and the market for higher age statements.

Show Notes:

  • Thanks to Linden Ferguson for being the guest co-host
  • The man behind many of the famous brands we talk about on the show like Evan Williams, Elijah Craig, Henry McKenna, Larceny and much more. Former Master Distiller and now VP of Operations at Heaven Hill, Denny Potter
  • Talk about your history and how you came to Heaven Hill
  • Talk about your old jobs dealing with dangerous chemicals.
  • Talk about the environmental impact of bourbon production.
  • So you have a history of rum. What do you think about this newborn uptick in Rum interest?
  • How many barrels is Heaven Hill producing per day?
  • What once was impossible to get rid of and now HH has been known for their high aged premium products by whiskey geeks. From Martin Mills 24 to EC18 and 23 and WHH 14 and 15 years, do you anticipate the future whiskey drinkers 10 years from now to still be wanting higher aged products?
  • There’s a little known gem here in KY and that’s the 6 year BIB white label. When you travel do people ask you about how they can get their hands on some?
  • What are some of those labels people are always wanting to know more about or how they can get their hands on?
100 – Charlie Downs, Artisanal Distillery Manager at Evan Williams Bourbon Experience



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Charlie Downs, Artisanal Distillery Manager at Evan Williams Bourbon Experience (a part of Heaven Hill Brands) talks about the operations, his mentorship with Parker Beam, and the recollection of events that took place at the Heaven Hill fire of 1996.
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089 – Bernie Lubbers, Whiskey Ambassador for Heaven Hill, dives deep into Bottled in Bond


Bernie Lubbers, Whiskey Ambassador for Heaven Hill and also known as The Whiskey Professor, joins the show to talk about bottled-in-bond and what makes these bourbons “bricks of gold”.
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037 – Bernie Lubbers, Brand Ambassador for Heaven Hill – Part 2

(Part 2) Bernie Lubbers (@BernieLubbers), The Whiskey Professor and Brand Ambassador for Heaven Hill, continues in Part 2 talking about Heaven Hill bourbon brands, the removal of the 12 year Elijah Craig age statement and breaks out the guitar for a Bourbon Pursuit first. (more…)

036 – Bernie Lubbers, Brand Ambassador for Heaven Hill – Part 1

(Part 1) Bernie Lubbers (@BernieLubbers), The Whiskey Professor and Brand Ambassador for Heaven Hill, talks about his past, catchphrase, and overview of bourbon badges in Part 1.
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004 – Mike Sonne, Head Taster and Quality Control Heaven Hill

Two part podcast. First part discussion about Heaven Hill growth and demand. In the second part, Ryan joins Mike Sonne, “Chief” Bourbon Quality Control Taster at Heaven Hill, to talk about his job working with Parker Beam and Denny Potter
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