We're not getting Bob on the show but we wanted to talk to someone who really knows their portfolio and that's going to be Adam Edwards, the National Brand Ambassador for Heaven's Door Whiskey. From the outset, Adam brings humor to his role, setting the tone about his journey from wine aficionado to bourbon ambassador. He shares his development in the spirits industry, beginning in Louisville before making pivotal moves at Trader Joe's and Rabbit Hole Distillery. Adam dives into the origins of Heaven's Door and where music legend Bob Dylan intertwines, detailing its strategic direction, including how they’ve navigated pricing and product offerings to stay competitive.

This 5 year old rye is 106.9 proof and $70 MSRP.

I can't believe we're still talking about tariffs, the University of Kentucky has a new Estate Whiskey Alliance, and Chattanooga Whiskey releases Experimental Single Batch Series Pre Prohibition Style.

It's time for that three letter acronym we all love to talk about, MGP! This is one episode that has been waiting for us as we always wanted to know if we could tell the difference between multple MGP sources. We set ourselves up for a thrilling blind tasting of six MGP whiskey products. We explore the complexities of MGP’s whiskey production, discussing how craft distillers now wear MGP as a badge of honor that was contridictaory to its past. The tasting becomes a friendly competition as we identify unique flavors and characteristics, emphasizing variations in price and age. We also get a eat a piece of humble pie as well when we reveal the results.

This 15 year old whiskey is 100 proof and $400 MSRP.

Willett Artist Series Vol. II goes on sale, there's a new british bourbon, and Woodford Reserve releases the Derby 151 bottle.

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.

This 8-16 year old bourbon is 103 proof and $180 MSRP.

National Bourbon Week is returning to Bardstown, Kentucky, Bardstown Bourbon Company's new Distillery Reserve series, and Jack Daniel’s releases one if it's oldest to date, a 14-Year-Old Tennessee Whiskey.

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 26-year journey with Brown-Forman, highlighting the shifts in digital marketing from its early days to the now crucial role of e-commerce in spirits. They discuss innovative strategies to enhance product visibility in an oversaturated digital marketplace and emphasize the importance of authentic consumer engagement. The conversation also delves into the potential of AI tools in marketing while balancing them with human creativity, and Lynette's forward-looking vision for the direct-to-consumer channel in premium spirits.

This 8 year old bourbon is 100 proof and $80 MSRP.

Pursuit launches its DTS program P.Club, Jason Callori launches Drum Key Spirits, and Evan Williams will release a Kentucky Derby Festival Single Barrel.

This conversation take a lot of turns but don't miss Chef Lee's *Bourbon Land*, featuring over 50 recipes now available in bookstores.

This 12 year old bourbon is 107 proof and $130 MSRP.

Kentucky Distillers’ Association is proud to welcome more than a dozen new experiences to its Kentucky Bourbon Trail, Jack Daniel's has reported a partial collapse of a whiskey warehouse, and Green River launches of their Kentucky Straight Wheated Single Barrel Bourbon.

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.

This 20 year old bourbon is 114.4 proof and $900 MSRP.

Diageo has announced it will close its bottling operation at the Stitzel-Weller Distillery, A court settles the argument on who gets to say they were the first African American owned bourbon distillery in Kentucky, and Heaven Hill announces the release of Heaven Hill Heritage Collection 19-Year-Old Kentucky Straight Wheat Whiskey

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.

This non-age stated bourbon is 118.8 proof and $230 MSRP.

WhistlePig will open a spot in downtown Louisville, Kentucky Artisan Distillery unveils its new Clubhouse Barrel Tasting Experience, and Michter's announced Bomberger’s PFG.

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.

This 11 year old bourbon is 100 proof and $155 MSRP.

Rebel Bourbon Takes it's spot in NASCAR, Penelope launches a 17yr light whiskey, and Buffalo Trace Distillery has unveiled the second edition of its Prohibition Collection.

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.