This is one of my favorite types of episodes because this bourbon world is full of hype, flops, superstitions, and just weird stuff. We return to this beloved format of is something over, under, or properly rated. We ask if the iconic cocktail, the Old Fashioned, whiskey collections, MGP, cigar blends, speakeasies and more as we ask are these over, under, or properly rated?

Show Notes:

• The Old Fashioned vs. Manhattan: cocktail preferences of whiskey enthusiasts
• Scotch: overrated or properly rated?
• Discussing MGP’s role in the market: reputation vs. reality
• The evolution of whiskey collections and wise collecting practices
• Cigar blends: a trend or a genuine innovation?
• Light whiskey: its place in the greater whiskey landscape
• The value of tasting flights and the allure of speakeasy bars
• Support this podcast on Patreon

You’re probably reading the title to this podcast going, what? a podcast from 2018? Yes, this is a never before aired episode that Ryan and I recorded at Bourbon Bonanza back in 2018. So here’s the story. Bourbon Bonanza was an offshoot event that would happen during Kentucky Bourbon Festival but wasn’t associated with the festival. It was tied in with Willett so there were a lot of influential people at the time that came to this event. Ryan and I took our equipment, plus our very first release of Pursuit Series, into what was Harrison-Smith House at the time which is now the new Chicken Cock visitor center and we sat down with Bill Thomas of Jack Rose in Washington DC and Mike Miller of Delilah’s in Chicago, who still to this day run the most successful whiskey bars in the country. There is also a small appearance by Tatsumi at the very end and you will hear his story as a part of this episode. The sound environment was challenging and I wasn’t happy with how the audio turned out. Let’s fast forward almost 7 years and audio cleanup software has gotten so good that it’s now time to release it. We talk about the festival, barrel picks, community, and trends they were seeing at the time. So here you go, a blast from the past with an unreleased archive episode.

Show Notes:

• Bourbon Bonanza Festival Highlights
• Bourbon Culture Transformation
• Community Building in Bourbon
• Enjoyment vs. Investment in Collecting
• Personal Whiskey Memories
• New Distillery Discoveries
• Insights on Barrel Picks
• Trends in the Bourbon Market
• Support this podcast on Patreon

Video is the hot new way to share. Social media platforms are way different now that TikTok turned it all upside down. I’ve always been fascinated with one creator that has great camera work but also good taste and thats Tyler Zoller from Louisville Bourbon Buzz. We explore his journey from portrait photography to bourbon-focused content creation. Since launching his Instagram in 2015, Tyler has navigated the challenges of bourbon photography, blending high-quality images with short-form video trends that go absolutely viral. Tyler shares insights on building client relationships, emphasizing authenticity over flashy marketing, and we also dive into another passion of his which is exploring abandoned places. He also reveals ambitious plans for YouTube to create longer, community-focused content that deepens engagement with his followers.

Show Notes:

• Where did the name Louisville Bourbon Buzz come from?
• How did you originally get into photography before bourbon?
• What unique challenges does bourbon photography present?
• What was the turning point for your content strategy?
• How does Tyler handle client relationships and build his business?
• What’s the backstory behind his fascination with abandoned places?
• How does the dynamic of creating content for various platforms differ?
• What are Tyler’s plans for YouTube and long-form content?
• Support this podcast on Patreon

I hate to be the bearer of bad news, but bourbon isn’t dead. Sure the media has spun this to a point where major drinks organizations are groveling for every last bit of marketshare but bourbon isn’t going anywhere and we cite why we think so. The second half of the show gets into contract distillation and how that has created more tension in the market than ever before.

Show Notes:

• The impact of recent tariffs and cost implications on consumers.
• Bourbon market insights: why premium brands continue to thrive even as some larger brands see declines.
• Perspectives on the misconception that bourbon is dying.
• Recent formation of Lofted Spirits and the implications for Bardstown Bourbon Company and Green River Distilling.
• Potential expansion opportunities for distilleries into other spirits.
• Speculation on the future of contract distillation and the role of heritage distillers in the market.
• Support this podcast on Patreon

(more…)

At this point, there’s no escaping it so it’s time to embrace it. Atificial intelligence is sweeping across every industry and bourbon is no different. For that reason I’ve invited Lynette Green on the show. She is the e-commerce manager for Jack Daniel’s at Brown-Forman, and we explore the dynamic intersection of technology and the whiskey industry. I start by reflecting on the impact of rapidly evolving technologies, particularly AI, and how they are reshaping consumer interactions and content creation in bourbon. Lynette shares her impressive journey with Brown-Forman, highlighting the shifts in digital marketing from its early days to the now crucial role of e-commerce in spirits. The conversation also dives into the potential of AI tools in marketing while balancing them with human creativity, and Lynette’s forward-looking vision gives us an insight into the futrue of the direct-to-consumer model.

Show Notes:

• Kenny’s tech background and how it shaped his perspective on AI
• Lynette’s career path within Brown-Forman and her entry into the spirits industry
• How digital marketing has transformed over the years
• The role of e-commerce and its industry-specific nuances in the spirits market
• The importance of creating a compelling digital shelf and effective product pages
• Strategies for using AI in marketing while maintaining authenticity
• Future trends in DTC channels for premium spirits
• Insights into regulatory landscapes affecting the spirits industry
• The transformative potential of AI in shaping brand narratives and customer experience
• Support this podcast on Patreon

In this episode we welcome back Chef Edward Lee since his first appearance on the show back in 2016. But this time we’re here to talk about Chef Lee’s new book, *Bourbon Land*. Chef Lee shares his unexpected journey to Louisville and how he transformed his career at 610 Magnolia, highlighting the importance of local ingredients and bourbon in his dishes. We get into the allocation game and he addresses the challenges of dealing with distributors while promoting the spirit’s versatility in cooking, especially in Asian cuisines. As social media shifts the culinary landscape, he discusses the balance between authenticity and engagement, on who you can trust and what trends are worthy on TikTok. This conversation take a lot of turns but don’t miss Chef Lee’s *Bourbon Land*, featuring over 50 recipes now available in bookstores.

Show Notes:

• Chef’s Journey into Bourbon
• The Evolution of 610 Magnolia
• Culinary Trends and Innovations
• Chef’s New Book: Bourbon Land
• The Importance of Kentucky Bourbon
• The Changing Landscape of Bourbon
• The Art and Science of Bourbon
• Pairing Bourbon with Global Flavors
• The Relationship Between Chefs and Bourbon
• Craftsmanship in Bourbon Production
• The Business of Bourbon
• The Role of Chefs in Bourbon Culture
• Support this podcast on Patreon

This is one episode that was requested by dozens of people. I’m so glad Scott Neil, president and co-founder of Horse Soldier Bourbon and a retired Green Beret. Scott shares how his military background and the ethos of camaraderie influenced his journey into the bourbon industry. The conversation delves into whiskey and war stories. There’s a lot of context of how these guys went to war and came back heros. That all influences the inception of Horse Soldier Bourbon, born from bonds formed during service and a shared love for whiskey. Scott discusses the challenges faced by emerging brands, the importance of controlling production for quality with their own distillery coming online, and the role of community engagement in building lasting relationships with consumers.

Show Notes:

• Get a glimpse into Scott’s military background and how it shaped his viewpoint.
• Discuss the origins of Horse Soldier Bourbon and the significance of the name.
• Explore the transition from military service to the world of bourbon.
• Insights into distillation: crafting a unique bourbon and the logistics behind it.
• Challenges faced as a new brand in a competitive marketplace.
• The importance of community engagement and storytelling in building customer relationships.
• Learn about the philosophy driving the creation of Horse Soldier and their long-term vision.
• Support this podcast on Patreon

It’s the 500th episode of Bourbon Pursuit! However, this isn’t lighthearted and fun because we disucss the impact of tariffs on bourbon. The episode features a pre-recorded interview with Congressman Morgan McGarvey, wherein he shares insights on the political landscape of bourbon tariffs and their wider economic consequences. The discussion highlights bourbon’s historical role in trade negotiations and the precarious situation for the industry, especially for smaller distilleries that may struggle to adapt. The short end of this is that consumers and producers alike need to come together in support of bourbon’s vibrant culture.

Show Notes:

• Congressman Morgan McGarvey’s insights on tariffs affecting bourbon.
• Historical context of U.S.-Canada trade relations and its influence on bourbon sales.
• Discussion on the differing impacts of tariffs on large brands vs. craft distilleries.
• A call for unity and support within the bourbon community facing these challenges.
• Support this podcast on Patreon

(more…)

Whiskey YouTube has soared in popularity and there’s more content than ever to consume. But there’s one channel where two guys take a view that whiskey shouldn’t be taken so seriously. In this epsiode, we sit down with the Bourbon Junkies—Sean Paisley and Dan Shook—to explore their remarkable journey from casual bourbon enthusiasts to influential content creators and entrepreneurs. These guys started out as childhood friends and just couldn’t leave each other’s side. After ditching power lifting they decided to get into the whiskey space and as they put it, their initial lack of experience led to hilariously authentic early videos. We then take spin into their new whiskey brand, Evernorth. They discuss their dissatisfaction with market pricing and their vision for producing whiskeys that resonate with their community, highlighting the challenges and experiences that come with navigating the whiskey market.

Show Notes:

• Origins of the Bourbon Junkies YouTube channel
• Transitioning from powerlifting talks to whiskey content
• The impact of consistency and community on brand growth
• Humorous trials from their initial video-making experiences
• The significance of live streaming and viewer engagement
• Launching Evernorth: motivations and long-term vision
• Challenges in sourcing and distilling whiskey today
• Insights on consumer pricing and market transparency
• Future aspirations for Evernorth in quality and volume
• Support this podcast on Patreon

Over the years I’ve been very fortunate to talk to some great minds in this industry. I remember years ago when Pursuit Spirits was very young making some phone calls looking for particular barrels. One of the calls I made was to Richard Wolf. As a general consumer, you have no idea who he is but Richard was at the forefront of the consulting and barrel broker game for decades. Years later, I got to meet his daughter Monica who is putting her own stamp on the whiskey world behind many NDP brands you see on the shelf today. Monica is one of those people that likes to stick behind the scenes and politely turned down my requests to come on the show. However, when I heard about the passing of her dad, I let the dust settle and came to her with the idea that she should come on the show and talk about her dad’s legacy and all the influence he had on the industry that not many people knew about. I’m glad she did because this is one of those rare times we get to reflect on days past.

Show Notes:

• Legacy of Richard Wolfe
• Monica’s Journey in the Whiskey Industry
• The Birth of the Spirits Group
• Navigating Challenges and Building a Business
• The Impact of Family and Mentorship
• The Importance of Connections in Bourbon
• Navigating the Whiskey Business Landscape
• Building a Portfolio of Brands
• Establishing a Bottling and Blending Facility
• The Journey of Growth and Legacy
• Support this podcast on Patreon