Will consumers become tired of Kentucky bourbon? With the rise of non-Kentucky brands gaining recognition for their quality whiskey, Kentucky bourbon still holds a strong position in the market due to its long-established reputation and consumer perception of safety and acceptance.

So have we finally eclipsed the peak of bourbon? A few years ago, there was a flourishing secondary market, droves of new people getting into the hobby, more options on the shelf, and massive expansions from all the big player. We've talked about this being a side-effect of the COVID boom but we also saw american whiskey get into more gimmicks and inflated prices. But we all still need the category to grow, so what's it going to take to reinvigorate more people to get into bourbon?

This 5 year old whiskey is 116 proof and $100 MSRP.

The maker of Ozempic is investigating its effect on desire to drink alcohol. Woodford Reserve releases Toasted Bourbon, and the oldest Beam bourbon ever bottled will be an astounding 20 years old.

Bobby Finan is the Founder and Organizer of Whiskey Riot Festivals across the country and we get into his past of getting into the distilling business and how he took on personal debt to hold his position at his first company and launch Whiskey Riot simultaneously. Now Whiskey Riot is expanding to more cities so if you're looking for a new event to attend, put this one on your list.

This 7-9 year old whiskey is 125 proof and $65 MSRP.

Four Roses introduces two new bourbon mash bills, New Riff Distilling has announced the dual release of Ol’ New Riff, and Bardstown Bourbon Company’s award-winning Collaborative Series will debut The Amrut Collaborative Series.

Jim Gaffigan needs no introduction because we've all laughed at his jokes throughout the years. Family life is a facet of his standup, and food obviously, but Jim loves to say the things we're all thinking and it's what has made him so successful in his comedic career. Jim Gaffigan joins the show to talk about how he made the switch from beer to bourbon and what drew him in to becoming a bourbon connoisseur or as he likes to call it, a professional alcoholic. From there we dive into his new brand of Fathertime Bourbon and what it meant to incorporate generations of his family and his comedic focus into the story and design.

This 6 year old bourbon is 103 proof and $100 MSRP.

Wild Turkey is back open for visitors, Maker's Mark and TravisMathew collab on new golf gear. Prairie, American Solera, and Pursuit drop Not Subtle.

Turner Wathen has a deep family lineage rooted in bourbon, and that originally piqued my interest because I used to own a bottle of Wathen's bourbon. Turner dives deep into his family history and how when he wanted to get into the whiskey business, he couldn't even use his family name. Turner shares his wild decision in 2014 by analyzing the whiskey market and feeling there is too much saturation so he dove into rum. But not just any rum, but he set himself on a mission to become the upmost recognizable independent bottler of amazing, high age stated rum, that is now Rolling Fork Spirits

This 4 year old whiskey is 96 proof and $45 MSRP.

Beam Suntory is now Suntory Global Spirits, Blue Note Bourbon has announced a multi-year partnership as the official bourbon of Major League Pickleball, and Whiskeyland Season 1 premiers on May 14th.

It's Bourbon Community Roundtable #93 and this time we're talking about vintage labels. We've seen a resurgence of them over the past few years and there are more coming out from big distillers and smaller lesser known brands. I wanted to ask if there is any value in doing this before focusing on something more modern. There is a feeling of nostalgia but it also made me think about movie reboots and if all the good ideas are taken.

This 3 year old whiskey is 100 proof and $55 MSRP (375mL).

Master Distiller Alex Castle will be leaving Old Dominick, the bourbon spirits market size to rise up to US$12 billion by 2030, The WoodWork Collective and David Jennings announce Raconteur Rye.

There's probably a lot of brands out there that think of themselves as a whiskey company but in reality they are a marketing company. Here's the thing, there's no wrong answer. Marketing plays a crucial role in whiskey and it could be the marketing that's in your face through point of sale, it could be bottle shapes, or even the lack of marketing to keep the mystique alive. I thoroughly enjoyed this conversation and it probably requires us to hit this topic again in the future if you send us your feedback.

This 5 year old whiskey is 98.2 proof and $80 MSRP.

Maker's Mark, Ed Lee, and Messermeister come out with a knife collaboration, Bourbon Women announces the 2024 SIP Scholarship Program, and Keeneland Race Course and Maker’s Mark launch Greats of the Gate.

Matt Kusek is a certified whiskey enthusiasts as a write for Malt Review but he's also the host of the Swoosh Life podcast that focuses on sneaker heads. He joins the show to give us an insight into how the shoe game and bourbon have so many similarities that, in Matt's words, sneakers are 20 years ahead of bourbon. We dive into the types of collectors, brands, sales, allocation, and so much more. If sneakers are really 20 years ahead of bourbon, who knows what the next few years has in store for us.

This 12 year old whiskey is 107 proof and $80 MSRP.

Derby season is abuzz in Louisville with lots of events, Jeff Hopmayer joins the board for Staghorn, and 18 new whiskey releases.

Aaron Goldfarb is a distinguished author and he joins the show to talk about his new book titled Dusty Booze. This books has a storyline with finding a dusty goldmine but goes into the story of decanters, minis, and the hunt for rare bottles. It's now available on Amazon and lots of different outlets.

This 18 year old bourbon is 120 proof and $300 MSRP.

Today's episode comes from a few listeners of the show, Todd and David, as Kenny discusses the process of choosing distributors.