Brown-Forman Corp. and Pernod Ricard have confirmed mutual interest in a merger, two lawsuits have been dismissed for competing bourbon brands, and Larrikin Bourbon has released its third annual “Pour for the Roses".

Today, we’re joined by Daniel Whittington, the Chancellor of Wizard Academy and co-founder of the Whiskey Marketing School, to pull back the curtain on how narrative and community are the real drivers behind your favorite bottles. Daniel shares his transition from the wine world into the "Wild West" of whiskey, breaking down how a secret whiskey group eventually evolved into a mission to change how we educate our palates. We’re diving into the technical and psychological side of the glass, from the importance of narrative in whiskey education to his unique project with Difference Bourbon that proves it’s about the people you're drinking with, not just the liquid in the glencairn. Daniel reflects on his journey building a massive community alongside Rex Williams on the Whiskey Tribe YouTube channel and the growing pains of digital content creation. He gets candid about the critiques he’s faced and why humility is a required ingredient when you’re in the public eye. We also get a first look at AmericanIndy.com, his new platform dedicated to bringing total transparency to the world of independent bottling.

Garrison Brothers returns with the 2025 Cowboy Bourbon, a hazmat-level 146.4 proof Texas release hand-selected by master distiller Donnis Todd.

Uncle Nearest back at it again, Heaven Hill Distillery has announced the inaugural release of Elijah Craig Single Barrel 15-Year-Old, and Evan Williams is releasing five limited-edition Single Barrel Bourbon Nation Collegiate Edition bottles.

Today, we’re joined by Pete Barger, the co-founder of Southern Distilling Company, to talk about how he’s disrupting the craft bourbon landscape from just outside of Charlotte. Pete brings a unique blend of engineering and agricultural expertise to the table, and he’s sharing the story of how they built a massive, state-of-the-art operation that’s doing everything from contract distilling for powerhouses like Brothers Bond to winning double golds with their own Paragon wheated bourbon. We’re diving into why quality and grain transparency are starting to trump provenance in the eyes of today’s consumer. Pete breaks down their commitment to regenerative farming and how sourcing local North Carolina grains creates a flavor profile that stands out in a crowded market. We also get into the fun stuff—tasting through their American Single Malt and that viral honey-cask finished bourbon. If you’ve ever been a "Kentucky-only" purist, this conversation is a masterclass in how authenticity and massive scale are putting North Carolina on the whiskey map.

H.K. Young leans into the wheated bourbon craze with a 7 year, 122.4 proof release finished in two custom toasted oak barrels from Independent Stave Company.

Uncle Nearest Saga has taken a wild twist, Kentucky Bourbon Festival has announced ticket sale dates, and Bardstown Bourbon Company will release its Distillery Reserve Cascadia Garryana Oak Barrel Finish.

Today, we’re joined by Rob Bourdon, the new owner of Copper & Kings, to discuss his vision for revitalizing one of Louisville’s most creative distilleries. Rob shares his unconventional path from professional hockey to the Tennessee Distilling Group, breaking down the grit it takes to navigate the distilling industry's strict legal landscape and production hurdles. We’re diving deep into the technical side of the craft, from their "low and slow" distillation process to innovative releases like apple brandy finished in tequila barrels, proving why this category is a sleeping giant for any serious spirits enthusiast. Beyond the barrels, we’re tackling the "education gap" and why brandy often gets overlooked in a market dominated by the bluegrass. Fred and Rob dig into how they plan to elevate brandy in the spirits hierarchy through quality ingredients, community collaboration, and a heavy focus on consumer education. Whether you’re a die-hard bourbon purist or just looking for the next great cocktail spirit, this conversation is a masterclass in how a legacy brand evolves for a modern palate.

Jason from The Mash & Drum just dropped his first bourbon: Drum Key Spirits “The Debut.”

Buffalo Trace Tried doing a new online bottle release system, Uncle Nearest is back in the news with hiding a $20M loan, and Maker’s Mark launches its Wood Finishing Series: The Stewards Release.

It’s time for another Bourbon Community Roundtable, and we’re handing the reins over to our Patreon supporters to see what’s actually on your minds. We’re pulling back the curtain on our chaotic group chat to debate the "Dusty" vs. Modern era and why some single barrel picks just hit different. Ryan is still leading the charge for high-proof heat, while Blake breaks down why balance is the only thing that keeps a brand relevant in a crowded market. We’re also digging into the finished whiskey craze and what the latest round of distillery consolidations means for your wallet. At the end of the day, we’re looking past the labels to find the soul of the industry. Does a great story still trump a massive marketing budget? We’re breaking down the trends, the hype, and the reality of being an enthusiast in 2026. Pour a glass and join the conversation.

Old Soul Tintype Series No. 3 honors blues legend Kenny Brown with an 11 year, 103.5 proof bourbon built on a high rye MGP mash bill.

Whiskey Thief Distilling Co. and the Louisville Bats have announced a multi-year partnership, Heaven Hill has 2 new releases, and Pursuit Spirits has the new Sakura Bloom Bourbon.

And the guy who has all the hot takes is Matt "The Colonel" Kusek. Matt never pulls his punches, and today we'll talk about the non-stop barrage of Limited Time Offerings (LTOs) and if NDPs are more exciting now than traditional heritage distilleries. We kick things off with a candid look at the struggle of creating fresh content in a saturated market and ask the tough question, has the rush to release more bottles caused a massive dip in quality? We've seen it in secondary markets because if every release is special then nothing is special. We also dive into the psychology of the "hunt" and why consumer demands are shifting. Matt poses a challenge to the big brands, questioning if they're falling behind while smaller, more nimble players to innovate. And we debate the future of "trophy" bottles like Pappy Van Winkle and whether collectability can survive. If you’ve ever looked at a shelf of $100 bottles and wondered if any are actually worth it, maybe this episode will tell you it's all psychology.

30 years in the barrel. $1,200 price tag.

The USDA has awarded the Distilled Spirits Council of the United States (DISCUS) over $1.07 million to promote American spirits, Pursuit Spirits has released The Alpha Barrel, and Heaven Hill Distillery announces the release of Bernheim Original Kentucky Straight Wheat Whiskey 20th Anniversary Limited Edition.

Today, we’re welcoming back a familiar face, Jim Higdon, co-founder of Cornbread Hemp and the author of The Cornbread Mafia. Last time Jim was on Episode 342, we were talking about the history of Kentucky's most infamous drug ring, but today we’re looking at the future of cannabis and how it’s fighting for its life against big bourbon. It's no doubt that THC beverages have been on a meteoric rise and Jim shares a vision of a future where a THC drink is just as mainstream as a vodka soda was back in the '60s. But it’s not an easy road; Right now there is a lobbyist war, where Jim feels bourbon's powerful political engines are squaring off against the hemp industry to protect their shelf space. It gets a bit dicey with Fred taking the counterposition but I won't ruin it for you. Jim also highlights the looming legislative cliff, breaking down the regulatory hurdles and upcoming deadlines that could threaten the entire hemp-derived industry overnight. It’s a conversation about coexistence, regulation, and what you might see a different on your liquor store shelves very soon.

Wild Turkey drops one of its most anticipated bottles of the year: Russell’s Reserve Single Rickhouse Camp Nelson E.

E. & J. Gallo announced its plans to acquire Four Roses, Uncle Nearest will remain under court-ordered receivership, and Michter’s Releases their Celebration at $6,000 a bottle.

We’re joined by Justin Aden from Stranahan's and Alex Thomas from Bushmills to break down the art of the blend and why local ingredients become a key competitve advantage in this market. Justin takes us inside the high-altitude aging of Colorado and the rise of the American Single Malt category, while Alex gives us a masterclass on Bushmills' legendary triple distillation and the weight of managing a distillery with centuries of history. We dig in further in to how two completely different climates and traditions approach the task of building a consistent, world-class whiskey. We also get into the "friendly" rivalries of the whiskey world and discuss why American Single Malt is finally getting the seat at the table it deserves.

Willett Purple Top is legendary and usually ultra-premium. So what happens when Willett turns that DNA into a 4-year small batch bourbon?

It’s time for another Bourbon Community Roundtable, and the panel is locked, loaded, and ready to talk about the one number that drives every enthusiast crazy: The Proof. We look at how we all start with those easy-drinking, low-proof staples like Kentucky Tavern before eventually finding ourselves chasing the high-octane allure of barrel-strength pours. We even get into some fun hypotheticals—if you could sample the same bourbon at every proof point from barrel to 80, how would that change your understanding of your favorite brand? Whether you’re a 90-proof purist or a barrel-strength junkie, we’re breaking down why the best bottle on your shelf is ultimately the one that tastes the best to you. Is the industry pushing proof too far, or have we finally found the sweet spot? We’re debating it all.

Yellowstone celebrates 10 years with a special anniversary blend featuring multiple mash bills aged 10 years or more.

The court-appointed receiver for Uncle Nearest, presents a grim financial outlook for the whiskey brand, The Kentucky Bourbon Trail adds 10 new stops, and Brown Forman is releasing King of Kentucky Small Batch.

Fred Minnick is back on the show to pull back the curtain on his most personal project yet, his new book, Bottom Shelf: How a Forgotten Brand of Bourbon Saved One Man's Life. Fred gets incredibly candid about his battles with PTSD following his military service and how the legacy of Old Crow—a brand many today just overlook on the bottom shelf—played a pivotal role in his journey toward healing. But it’s not all heavy; in classic Fred fashion, he shares some hilarious and heartwarming personal anecdotes, including the "make or break" story of his first date with his wife, Jacqueline, and how love has been the real proof behind his bourbon career. We also take a deep dive into the history of the legendary James C. Crow and how his innovations shaped the industry we love today. Fred doesn't pull any punches when it comes to the "marketing fluff" in the business, advocating for raw authenticity over the embellished tall tales we so often hear. This episode is more than just a history lesson; it’s a powerful look at resilience, the importance of storytelling, and a reminder to keep chasing your passion no matter how tough the road gets.