This is another installment of bourbon community roundtable but digging deep into the psychology realm. I posed this question a few weeks ago to our Patreon community to get some initial feedback and I asked them, when is it enough? Not enough of buying bourbon, I’m completely cool with that. But at what point do you have enough of the same thing? It’s pretty common to see people talking about and chasing the same bottles. Every day there is a load of comments on every picture of Blanton’s or there’s a line outside of a store with people waiting for Eagle Rare or Weller. And now we’re getting to the point where I’m seeing pictures with nothing except one type of bottle lined up 10 deep on the shelf of the same thing. So if you see an Eagle Rare and you grab it, and you have had it plenty of times, why do you continue to pull it off the shelf instead of thinking “maybe I should put my resources into something different?”. When is it enough? Are you looking for value? Are you looking for status? Are you afraid of change? I want to go deep once again to understand more of the bourbon buyer mentality.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about ex-bourbon barrels.
• When is it enough of the same bottle?
• Why have 10 of the same thing?
• Is it all for status?
• Has your taste changed?
• @breakingbourbon @fredminnick @drinkseelbachs
  @bourbonr
• Support this podcast on Patreon

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On this Whiskey Quickie by Bourbon Pursuit, we review the 2023 Parker’s Heritage Collection. This 10 year old cask strength rye whiskey is 128.8 proof and $185 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 September 15th 2023. Kentucky Owl gets a new Master Blender,
Pursuit Spirits is unveiling the Pursuit United Private Select (PUPS) program, and more bourbon releases than you can handle.

Show Notes:

• Southern Distilling Company partnership agreement with the Carolina Panthers
• The Supreme Court of New York has denied Diageo’s motion to dismiss the lawsuit by Sean ‘Diddy’ Combs
• Maureen Robinson has taken over blending duties from John Rhea for Kentucky Owl
• The Speed Art Museum unveiled a stunning lineup for its Art of Bourbon
• Pursuit Spirits is unveiling the Pursuit United Private Select (PUPS) program
• Jack Daniel’s Bonded Rye Whiskey
• Buzzard’s Roost 6 – Year Old Single Barrel Cask Strength Bourbon
• Blade and Bow 22-Year-Old Kentucky Straight Bourbon Whiskey
• Copper & Kings Kentucky Straight Bourbon Whiskey
• Lost Lantern Fall 2023 Single Cask Collection
• 2XO American Oak and The Tribute Blend
• Joe Montana announced a new partnership with The Gold Bar Spirits Company
• Chattanooga Whiskey Experimental Single Batch Series: Batch 033: Triple Peat
• Hardin’s Creek Boston
• Blue Run Spirits Reflection II
• Barrell Bourbon Cask Finish Series
• Barrell Craft Spirits’ 10th Anniversary Bourbon
• Bardstown Bourbon Company Collaborative Series finished in Goose Island Bourbon County Brand Stout barrels
• @southerndistilling @kentuckyowl @speedartmuseum @pursuitspirits @jackdaniels_us @buzzardsroostwhiskey @bladeandbowwhiskey @copperandkings @lostlanternwhiskey @2xowhiskey @joemontana @goldbarwhiskey @chattwhiskey @bluerunspirits @barrellbourbon @bardstownbourbonco @gooseisland
• Support this podcast on Patreon

The bourbon landscape has evolved dramatically over the past century, shaped by changing tastes, technologies, and regulations. In the 1970s and 80s, barrel proof options were limited due to higher taxes on high-proof spirits. Bourbon trends have ebbed and flowed, with favorites like maple finishes and honey cask maturation rising and falling in popularity. As innovation marches on, questions remain about what’s next. Ryan, Fred, and myself discuss the nuanced offerings like cigar blends and amburana barrel-aged bourbons and if they will be fleeting fads or establish themselves as mainstays and if rye whiskeys and light whiskies already peaked in popularity. While some trends fade fast, broader consumer excitement for bourbons finished in unique barrels suggests the underlying whiskey geek curiosity for new flavors won’t disappear anytime soon. However, core classic bourbon may regain flourish with consumers. With so many aging experiments underway, it’s impossible to predict exactly how tastes will evolve. But one thing is clear – the bourbon landscape will continue its dynamic change.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about the same bottle of bourbon tasting different.
• Why wasn’t there barrel proof options in the 70’s and 80s?
• Was bourbon taxed differently in the past?
• Were there bourbon trends back in the 40s and 50s?
• What does the lifecycle look like for finished whiskeys?
• Will the honey cask finish trend continue?
• Will whiskey geeks go back to drinking normal bourbon or is the everyday bourbon dead?
• When do trends become mainstays?
• What will happen to cigar blends?
• Will Amburana barrels experience a quick death?
• Will maple finish continue to be used?
• Will American Single Malt have a long life?
• Have we seen the end of light whiskey?
• Has rye whiskey peaked?
• Support this podcast on Patreon

On this Whiskey Quickie by Bourbon Pursuit, we review Wilderness Trail 8 Year Wheated Bourbon. This 8 year old finished bourbon is 100 proof and $89 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 September 8th 2023. A $1M bottle of bourbon goes up for auction, Lawrenceburg Bourbon Company has announced a multi-million-dollar distillery, and Pursuit Spirits unleashes batch 8CD.

Show Notes:

• Wenzel Whiskey joins the The Kentucky Distillers’ Association
• A $1M bottle of bourbon goes up for auction from Frigg N’ Digg N’ Antiques in Bowling Green
• Lawrenceburg Bourbon Company has announced a multi-million-dollar distillery project
• Holy City Brewing and Lewis Barbecue are partnering up to host the first annual MashFest
• Exposing counterfeit techniques using Top Swaps
• Filmland Spirits announces Town at the End of Tomorrow and Ryes of the Robots Extended Cut
• Barrell Craft Spirits launches a gift box containing 100ml samples of its core Barrell products
• Pursuit Spirits releases batch 8CD
• @wenzel_whiskey @lawrenceburgbourbon @holycitybrewing @filmlandspirits @barrellbourbon @pursuitspirits
• Support this podcast on Patreon

At some point you will find yourself going to a bourbon festival. And rightly you should. It’s where people like us gather to try new things and meet a like-minded community. On today’s show, I’ve invited Diane Strong of Bourbon on the Banks and Drew Chostner of the St. Louis Bourbon Festival to come on the show to talk about throwing a bourbon festival that isn’t always the same. The goal is to make this a truly engaging event for bourbon lovers by bringing together an exciting mix of upstart distilleries and big brands for tastings. We talk about including educational seminars and the overall format. But then we dive into the nitty gritty of things like city permitting, access to water, and how to calculate ticket prices for attendees.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about operations after a master distiller leaves.
• What was your bourbon journey like?
• Was the reason for the festival to cash flow other projects?
• What are you trying to do to make your festival different than anything else?
• What types or permits do you need?
• Has the ABC ever showed up to one of your events?
• What approach do you take to get brands to sponsor the festival?
• Do you see attendees start venturing toward the startups vs the traditional distilleries?
• How do you make sure the distilleries are engaged with attendees?
• How do you promote responsibility?
• Why would you want to include educational seminars?
• How do you determine ticket prices for attendees?
• @stlbourbonsociety @bourbononthebanks
• Support this podcast on Patreon

On this Whiskey Quickie by Bourbon Pursuit, we review Traverse City Port Barrel Finish Bourbon. This 5 year old finished bourbon is 100 proof and $70 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 September 1st 2023. The Koetter Group and The Spirits Group announce The Blending House, we have all the announcements for Four Roses, Old Forester, Parker’s Heritage and more, and even a few food collabs that will have you shaking your head.

Show Notes:

• The Koetter Group and The Spirits Group collaborate on The Blending House
• Algoma Capital launches $100M credit fund for the bourbon business
• B.H. James Distillers joins the Kentucky Distillers’ Association
• Survey released about harassment with women in whisky
• Shaun White and High West collaborate
• Budget airlines serving top shelf whiskey
• Old Forester’s Birthday Bourbon
• Rossville Union Bottled in Bond Straight Rye Whiskey
• Michter’s Distillery will be releasing its US*1 Toasted Barrel Finish Rye
• Westward x Ken’s Artisan Sourdough Whiskey – 2023 Vintage Blend
• Blue Run Spirits  announced Trifecta
• Little Book Chapter 7: “In Retrospect.”
• Wilderness Trail is releasing an 8YR wheated bourbon
• Four Roses Bourbon announces it will launch its 135th Anniversary Limited Edition Small Batch
• Good Girls star Matthew Lillard and more launch Find Familiar Spirits
• Old Dominick will be releasing a series of Small Batch Bourbons
• Remus Repeal Reserve Series VII Straight Bourbon Whiskey
• Parker’s Heritage Collection
• Eggo Waffles and Sugarlands Distilling Co
• Dunkin’ Donuts is planning to launch a range of alcoholic ‘spiked’ iced teas and coffees
• KFC and Dead Man’s Fingers release a spiced rum
• @thekoettergroup @thespiritsgroup @burtonjameswhiskey @beckypaskin @shaunwhite @drinkhighwest @allegiant @oldforester @rossvilleunion @michterswhiskey @westwardwhiskey @kensartisan @bluerunspirits @beamgeneration8 @wildernesstraildistillery @fourrosesbourbon @matthewlillard @olddominick @remusbourbon @eggo_us @sugarlandshine @dunkin @kfc
• Support this podcast on Patreon

After an impactful career at Brown-Forman, Marianne Eaves was ready for a new challenge which led her to join an exciting startup at Castle & Key. She departed ways with Castle & Key and focused on brand consulting but now her current focus is their new Forbidden release. I invited Marianne to come on the show to talk about her new projects. If you may recall from a previous This Week in Bourbon, we were confused about Forbidden because the press release left many questions unanswered. She takes the hot seat and provides some context and clarity around the name and even the price. We also talk about some malting and other distillation stuff as well because Fred is enamored with it.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about refreshing bourbon cocktails.
• What have you been up to the past few years?
• Why would you leave Brown Forman to go to a startup?
• How has social media influenced who you are?
• What are the challenges that women face in the industry?
• How do you maintain confidence through criticism?
• Why not get away from marketing being female-focused to just being a peer?
• What blending projects do you currently have going on?
• Why was the Forbidden press release so confusing?
• What year did you start distilling at Bardstown Bourbon Company?
• How did you all come up with the price point since it’s so high?
• What did you do to distill at Bardstown Bourbon Co when there is a whole team there?
• @mariannebmd @eavesblind @forbiddenbourbon
• Support this podcast on Patreon

On this Whiskey Quickie by Bourbon Pursuit, we review Michter’s 10 Year Old Single Barrel Bourbon #23A0276 (2023). This 10 year old bourbon is 94.4 proof and $185 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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Today’s Roundtable will take a deeper look into a trend I’ve been noticing and trying to figure out why, as influencers and a community, people keep talking about bottom shelf bourbon like it’s something special. If you are in this hobby, most of us would give it a C rating and consider anything in the sub $20 or $25 category as average. Why do we keep doing this? Who are we trying to convince to drink these bourbons? The people that listen to this show, pay attention to blogs or YouTube’rs, or take whiskey seriously probably aren’t buying $20 bottles and don’t drink just average whiskey. I feel it’s time to elevate the discussion and kill the bottom shelf promotion. If they aren’t average bourbons, then let’s figure out why and talk about criteria to be considered average. If it is a game of dollars, then is it a race to the bottom for the big 6 and why should this audience care if it’s just average whiskey?

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about his parents.
• Why do we keep promoting bottom shelf bourbons?
• Who are we trying to convince to drink these bourbons?
• What makes an average whiskey?
• Should this audience care if it’s just average whiskey?
• @breakingbourbon @fredminnick @drinkseelbachs
  @bourbonr @sippncorn
• Support this podcast on Patreon

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On this Whiskey Quickie by Bourbon Pursuit, we review Jack Daniel’s Single Barrel Barrel Proof Rye. This non-age stated rye is 137.3 proof and $65 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 August 18th 2023. Elijah Craig release of its Toasted Barrel finished in European Toasted Oak Barrels. Pernod launches the Mary Dowling Whiskey Company, and Maker’s Mark brings out the double digit age statement with Maker’s Mark Cellar Aged Bourbon.

Show Notes:

• Ukraine’s included Bacardi in the list of “Official sponsors of War”
• Woodson Bourbon Whiskey announced a partnership with the Las Vegas Raiders and Allegiant Stadium
• Nelson’s Green Brier Distillery completes its renovation at the Marathon Village whiskey distillery
• Buffalo Wild Wings is introducing Bulleit Bourbon BBQ sauce
• Elijah Craig is releases Limited-Edition Toasted Barrel finished in European Toasted Oak Barrels for the 2023 Ryder Cup
• Graham McTavish has launched a new company called McTavish Spirits
• Pernod launches the Mary Dowling Whiskey Company
• WhistlePig FarmStock Beyond Bonded announced a wheat whiskey
• Jack Daniel’s Twice Barreled Special Release Heritage Barrel Rye
• The return of Baker’s 13 Year Old Single Barrel Bourbon
• Wolves announces a limited allocation of Lot Two
• Garrison Brothers Distillery releases the Laguna Madre 2023
• Heaven Hill releases the Spring 2023 edition of Old Fitzgerald Bottled-in-Bond
• Maker’s Mark debuts Maker’s Mark Cellar Aged Bourbon
• Jefferson’s releases Jefferson’s Tropics Aged in Humidity
• @bacardi @woodsonwhiskey @nelsongreenbrier @bwwings @bulleit @elijahcraig @grahammctavish @pernodricard @marydowlingwhiskey @whistlepigwhiskey @jackdaniels_us, @wolveswhiskeyca @garrisonbros @heavenhilldistillery @makersmark @jeffersonsbourbon
• Support this podcast on Patreon

The bourbon boom of the last decade has seen many distilleries trying to create a consumer frenzy around their brands. But few have succeeded like Buffalo Trace. This cult-like following seemed to come out of nowhere, taking Buffalo Trace from a solid but unremarkable distillery to a whiskey giant. So I ask the question that was so graciously given to us by a former Above The Char submitter, would bourbon be popular without Buffalo Trace? Other Sazerac-owned brands like Eagle Rare and E.H. Taylor have also benefitted from the company’s popularity. But is it all manufactured hype? Buffalo Trace insists they simply can’t keep up with demand, yet they continually make headlines for holding back new releases. And all this frenzy has been created with minimal advertising. Whether it’s real scarcity or strategic rationing, Buffalo Trace has created a thirst that no other bourbon company can match.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about the end of bourbon hunting
• What other bourbon companies were trying to get a consumer ground swell?
• Why has the entire Buffalo Trace portfolio turned into something people chase?
• Was Buffalo Trace ever on your radar?
• Is this attributed to tying Weller to Pappy?
• Did Buffalo Trace create a FOMO line to draw people in?
• Are other brands benefiting from the Sazerac popularity?
• Is there a scarcity play or do they really not have the stocks?
• How are they making national headlines for not releasing bottles?
• Where has Buffalo Trace advertised because it hasn’t been much?
• Support this podcast on Patreon