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

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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

Tourism is booming in Louisivlle around bourbon. That’s why we have our own spot on Whiskey Row opening in April of 2025 but I’m like many of you and I get skeptical because I want to know some of the real numbers. It’s a good thing I’m still friends with my former college roommate because my buddy Michael Fetter works with Louisville Tourism who tracks the data of how tourism dollars are spent in this city. WIthout giving away too much, it doesn’t look like tourism is slowing down anytime soon.

Show Notes:

• The Bourbon Boom in Louisville
• Michael Fetter’s Journey in Tourism
• Marketing Louisville as a Bourbon Destination
• Challenges in Hotel Capacity and Air Travel
• Future of Bourbon Tourism and Direct Flights
• \The Birth of Bourbon Country
• Marketing Bourbon Tourism
• Funding and Economic Impact of Tourism
• Balancing Bourbon and Derby Tourism
• The Role of Influencers in Tourism
• Support this podcast on Patreon

The first Bourbon Community Roundtable of the year means it’s time for our 2025 predictions! The first half of the show we talk about everything we got wrong. In fact, we got way more wrong than we got right. I won’t give too much of it away but our 2025 predictions span potential new brands, the growing prominence of American single malts, the influence of social media, especially TikTok, the return of age-stated bourbons and how flavored whiskies might entice younger drinkers.

Show Notes:

• Reflection on predictions from 2024 and admissions of mistakes
• Anticipated impacts of government regulations on the bourbon landscape
• The trend of flavored whiskies appealing to a younger demographic
• Expectations for IJW’s potential new brand launch
• Increased scrutiny on alcohol marketing and compliance challenges
• The influential role of TikTok in bourbon narratives
• Predictions on a revival of age-stated products and craft distilling innovations
• Support this podcast on Patreon

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Got any Blanton’s in the back? Where are you hiding the Pappy? Those are some things you could say to a store owner and be laughed out the door. And believe me, you can take our word for it because we’ve been there and spent years of our lives hunting bourbon. Ryan, Fred and myself talk about the cardinal sins of bourbon hunting. What are those things you should never do when bourbon hunting to remain a good spot, stay in the graces of liquor store owners, and the proper etiquette when camping for special releases.

Show Notes:

• The Art of Bourbon Hunting Etiquette
• Concerns for the Future of Bourbon
• Cardinal Sins of Bourbon Hunting
• Building Relationships with Liquor Stores
• Distillery Release Strategies
• Building Relationships in Bourbon Hunting
• Hacking in Bourbon Releases
• The Changing Landscape of Bourbon Hunting
• Support this podcast on Patreon

You want to hear about sweet mash whiskey? Well, this is the episode for you. We first got introduced to Hard Truth a few years ago and when we tried their rye, we were floored. It only took a small amount of time for many others to find out and now Hard Truth has become a recognizable name in the world of crafy whiskey. Their Master Distiller, Bryan Smith, joins the show to talk about their beginnings and how a conversation with Shane and Pat from Wilderness Trail put them on a path to be known as the purveyors of sweet mash rye whiskey.

Show Notes:

• The Story of Hard Truth Distilling
• The Sweet Mash Technique
• Visitor Experience and Brand Growth
• Diversifying the Product Portfolio
• Navigating Market Confusion in Whiskey Branding
• The Origin of the Hard Truth Name
• Balancing Tradition and Innovation
• The Importance of Authenticity in Whiskey
• Challenges of Distribution and Market Penetration
• The Role of the Master Distiller
• Future Trends and Market Positioning in Whiskey
• Support this podcast on Patreon

Here’s our follow up from last week’s ask me anything episode from PursuitPalooza 2024. This is part 2 that was during a live recording where audience members could ask us anything they want.

Show Notes:

• 00:00-Introduction to Bourbon Pursuit and AMA
• 06:26-The Evolution of Bourbon Ingredients
• 12:30-The Impact of GMO and Organic Practices
• 17:40-The Role of NDAs in the Bourbon Industry
• 28:18-Developing Sensory Skills in Tasting Bourbon
• 33:36-Whiskey and Memory: The Art of Tasting
• 37:47-The Future of Distilling: Growth and Expansion
• 42:56-Jiu-Jitsu Journey: Health and Personal Growth
• 46:59-Market Trends: The Bourbon Boom and Its Sustainability
• 54:30-Navigating Regulations: The Challenges of Distribution
• Support this podcast on Patreon