Podcast appearances and mentions of eddie russell

In this special Spill episode, Jason sits down with Bruce Russell of Wild Turkey—alongside Anthony and Kenny from The Mashup podcast—to talk bourbon heritage, brand legacy, and the much-anticipated return of Wild Turkey 101 8-Year Bourbon.From family tradition to label decisions, Bruce shares what it means to carry the Russell name into the next generation of Kentucky whiskey. If you're a Wild Turkey fan or just love hearing from the real people behind the barrel, this one's for you.

Join us on our latest episode where we try booze made from other booze's trash...or Grappa.  What is this drink we are reviewing you may ask.  Grappa is made by distilling the pomace (a blend of grape seeds, stalks, and stems) leftover from the wine-making process.Is this drink good?  Is it worth the price tag? Should booze be made from other booze's trash? Only one way to find out...https://www.eataly.com/us_en/magazine/culture-and-tradition/discover-italian-grappa#newrelease #grappa #grapes #wine #pomace #drinkreview #podcast #isitworthit #arsenicculture https://www.youtube.com/@arsenicculturehttps://instagram.com/arsenicculturehttps://tiktok.com/@arsenicculturehttps://www.facebook.com/arsenicculture/https://x.com/arseniccultureThe Booze Made From Other Booze's Trash-E80https://www.youtube.com/@arsenicculturehttps://instagram.com/arsenicculturehttps://tiktok.com/@arsenicculturehttps://www.facebook.com/arsenicculture/https://x.com/arsenicculture

Jake and Scott sit down with two new, rare releases from Wild Turkey Distillery. The guys talk about their recent trip to Wild Turkey and taste Russell's Reserve 15 Year Old Kentucky Bourbon and Wild Turkey Master's Keep Triumph Rye.  A big thank you to the PR team for Wild Turkey and Russell's Reserve who helped maked this episode possible by providing generous samples of these two limited releases. Stream this episode on your favorite podcast app and be sure to drop us a review while you're there.  We are thankful for your support over the last 5 years. We must give the biggest shoutout to our growing Patreon Community of supporters! As always, we'd appreciate it if you would take a few minutes time to give us feedback on Bourbon Lens podcast. If you enjoy our content, consider giving us a 5 Star rating on your favorite podcast app, leave us a written review, and tell a fellow bourbon lover about our show. Follow us @BourbonLens on Instagram, Facebook, LinkedIn and X.  Also, consider supporting Bourbon Lens on Patreon for some of the behind the scenes, to earn Bourbon Lens swag, join the Bourbon Lens Tasting Club, and more. If you have any comments, questions, or guest suggestions, please email us at Info@BourbonLens.com. Check out BourbonLens.com to read our blog posts, whiskey news, podcast archive, and whiskey reviews. Cheers,Scott and JakeBourbon Lens Image Credit: Wild Turkey Distillery

It's not every day that one of the global icons of bourbon comes to Australia, so when Dave spent half an hour with Eddie Russell, Wild Turkey's Master Distiller, in the South Yarra IGA (a convenience store), it was a very special Tuesday afternoon. Join Dave and H as they enjoy some of Eddie's Wild Turkey 101 and share some stories too.   Chapters 00:00 The Story Behind the Signed Bottle of Wild Turkey 101 01:36 Exploring the Flavour Profile of Wild Turkey 101 03:36 The Popularity and Consistency of Wild Turkey 101 06:28 The Different Expressions of Wild Turkey 08:16 The Debate: Collecting vs. Drinking Bourbon

Join us as we take a trip down memory road to 1974.  We just happened to acquire a bottle of Old Taylor (86 proof) bourbon bottled that year.  Where did we find this diamond in the rough?  You could say it fell out of the sky...or ceiling.Joining us on this episode is a jack of all trades and a master of some (probably), our good friend Sam!*Due to some technical issues this episode is audio only*https://thewhiskeyjug.com/bourbon-whiskey/1986-old-taylor-bottled-in-bond-review/#bourbon #whiskey #rarebourbon #drinkreview #podcast #bourbonreview #isitworthit #arsenicculture https://www.youtube.com/@arsenicculturehttps://instagram.com/arsenicculturehttps://tiktok.com/@arsenicculturehttps://www.facebook.com/arsenicculture/https://x.com/arsenicculture50 Year Old Taylor, Ceiling Aged-E70https://www.youtube.com/@arsenicculturehttps://instagram.com/arsenicculturehttps://tiktok.com/@arsenicculturehttps://www.facebook.com/arsenicculture/https://x.com/arsenicculture

What's a better gift than a bottle of Wild Turkey from the year you were born?  Turns out not much, lol.  Tune in to this episode where we gift our good friend, Jade with a bottle of Wild Turkey from the year he was born.  Bonus: you get to see us struggle (again) with a nearly disintegrated cork that's over 30 year old.Bottle featured is a 1991 Wild Turkey 101 proof with an 8 year age statement. https://tinyurl.com/WT-91-ReviewSpecial guest on this episode, our friend Jade from Local Kentucky Bourbon.#bourbon #whiskey #rarebourbon #drinkreview #podcast #newrelease #wildturkey #dusty #drinks #isitworthit #ourcynicculture  https://www.youtube.com/channel/UCpEcWikZ55QHotmldjuKVawhttps://www.instagram.com/ourcynicculture/https://www.tiktok.com/@ourcyniccultu..https://www.facebook.com/ourcynicculturehttps://twitter.com/ourcynicculture Wild Turkey For Your Birthday-E68https://www.youtube.com/channel/UCpEcWikZ55QHotmldjuKVawhttps://www.instagram.com/ourcynicculture/https://www.tiktok.com/@ourcynicculture?lang=enhttps://twitter.com/ourcynicculturehttps://www.facebook.com/ourcynicculture

Jake travels to Lawrenceburg to sit down with Bruce Russell, the newly appointed Associate Blender for Wild Turkey and part of the famed Russell Family. During their conversation, Bruce discusses the legacy of the Russell Family, creating Generations with Jimmy and Eddie, and what's on the horizon for Wild Turkey Distillery. Stream this episode on your favorite podcast app and be sure to drop us a review while you're there.  We are thankful for everyone who has supported us over the last 5 years. The biggest shoutout to our growing Patreon Community of supporters! As always, we'd appreciate it if you would take a few minutes time to give us feedback on Bourbon Lens podcast. If you enjoy our content, consider giving us a 5 Star rating on your favorite podcast app, leave us a written review, and tell a fellow bourbon lover about our show. Follow us @BourbonLens on Instagram, Facebook, & Twitter.  And please check out our Patreon to learn how you can support our endeavors, earn Bourbon Lens swag, be part of Bourbon Lens Tasting Club, and more. If you have any comments, questions, or suggestions, please email us at Info@BourbonLens.com. Check out our BourbonLens.com to read our blog posts, whiskey news, podcast archive, and whiskey reviews. Cheers,Scott and JakeBourbon Lens   About Wild Turkey: The distillery for Wild Turkey Bourbon is in Kentucky, situated on a deep limestone shelf on the Kentucky River. The shelf acts as a natural filter and provides the distillery with crystal clear water, vital to making such a high-quality product. Wild Turkey features the legendary father and son Master Distilling team of Jimmy and Eddie Russell, who have over 100 years of collective experience working at the Wild Turkey distillery. The famous Wild Turkey brand name first came about back in 1940 when distillery executive Thomas McCarthey took a few warehouse samples on a Wild Turkey hunting trip with a group of friends. The following year, his friends asked him for "some of that Wild Turkey whiskey" and the brand was born. Wild Turkey is distilled and put into new oak barrels at a much lower ABV than most bourbons. This results in a much richer flavor, as less is cooked out during the production process. Ageing in the highest quality new American oak barrels with the heaviest char available (the Number 4 "alligator" char), imparts a smooth flavor and deep amber color to the whiskey. The barrels are filled at the distillery in Lawrenceburg, Kentucky. For more details on Wild Turkey, visit WildTurkey.com.

Imagine kicking off your Thanksgiving Day with a hearty conversation with a bourbon enthusiast, just like you. We've got CT joining us, hinting at some intriguing plans for next year, and we're all about stirring the pot. We're chatting everything from our fascination with Alan Bishop's enthralling podcast, "If you have Ghosts, you have Everything," to our very own ventures that bring the Scotchy Bourbon Boys to your screens - our website, our social media game, and of course, our select bourbon picks. We've recently let loose our Elijah Craig Barrel Proof single barrel release and there are just a few bottles left. Fancy one?Now, what's Thanksgiving without a little gratitude? We're here not just because we love a good bourbon, but because we love each other, this podcast, and you all - our vibrant community of bourbon enthusiasts. We journey down memory lane, tracing our steps through the world of whiskey, and the relationships we've found along the way. Yes, we need to watch out for the risks of alcohol, but let's also celebrate the positivity and connections it fosters. So, join us, as we salute the industry, the camaraderie, and the simple joy of savoring that perfect glass of bourbon! Support the showhttps://www.scotchybourbonboys.com

This week we welcome Bruce Russell back to the show and talk about the new Wild Turkey Generations expression! The first time in the history of Wild Turkey that there are three generations of Russell's collaborating on one bottle. We talk about how this expression came to be and what it felt like to get his name on the bottle alongside his Grandfather Jimmy Russell and his father Eddie Russell. It's a great conversation and an amazing whiskey! We can't thank Bruce enough for sitting down with us to talk Generations on this weeks Bourbon Showdown Podcast!

It's been three years since Colin Gordon left Islay's Lagavulin Distillery to move down the road and take over for the retiring Mickey Heads at Ardbeg. Since then, Ardbeg has commissioned a completely new stillhouse and visitor traffic has recovered from the pandemic. We'll catch up with Colin Gordon on this week's WhiskyCast In-Depth. In the news, the clock is ticking toward a partial U.S. government shutdown that could affect whisky makers and consumers, while Scotland's government is debating an increase in the minimum unit price for whisky and other alcoholic beverages. We'll also hear from Campari CEO Bob Kunce-Concewitz on his company's expansion plans, check in with Wild Turkey's Eddie Russell on the latest expansion of the Russell's Reserve Single Rickhouse Series, and get a preview of this year's Diageo Special Releases from master blender Stuart Morrison.

The guys have another delicious, extraordinary, tasteful...ok we get it.. Proof Positive. Listen to the guys breakdown their review from Russell's Reserve. Russell's Reserve 13 Year Old Bourbon was first released in 2021 as a limited one time product. With a low bottle count, the release quickly sold out with Wild Turkey fans demanding more. The company obliged, and announced a second release along with declaring that it would become an annual limited release. Just like the standard Russell's Reserve releases, Russell's Reserve 13 Year Old Bourbon is meant to honor master distiller Eddie Russell who celebrated his 41st anniversary at Wild Turkey in summer 2022.

Join us as we track down and try a fully intact Vintage 1976 Oliver Hardy Ezra Brooks Decanter.  https://bourbonveach.com/2020/08/03/brand-history-ezra-brooks/#bourbonreview #allocatedbourbon #bourbon #dusty #dustybourbon #bourbonreview #rarebourbon #ourcynicculturehttps://www.youtube.com/channel/UCpEcWikZ55QHotmldjuKVawhttps://www.instagram.com/ourcynicculture/https://www.tiktok.com/@ourcynicculture?lang=enhttps://twitter.com/ourcynicculturehttps://www.facebook.com/ourcynicculturehttps://www.youtube.com/channel/UCpEcWikZ55QHotmldjuKVawhttps://www.instagram.com/ourcynicculture/https://www.tiktok.com/@ourcynicculture?lang=enhttps://twitter.com/ourcynicculturehttps://www.facebook.com/ourcynicculture

March is when legends are made. As the madness kicks off this weekend, we wanted to honor two legendary distillers in the bourbon world: Jimmy and Eddie Russell. For this week, we uncork a bottle of Russell's Reserve Single Barrel Rye Whiskey. In this episode, we “talk Turkey,” reflect upon some recent bourbon news, and give our thoughts on retail price increases of our beloved spirits. Will this rye whiskey be as legendary as the men who distilled and bottled it? March is full of surprises so y'all will have to give us a listen to find out. -------------------------- Socials IG: https://www.instagram.com/themashupky FB: https://www.facebook.com/themashupky TW: https://twitter.com/themashupky Music: All the Fixings by Zachariah Hickman Thank you so much for listening!

More than 40 years ago, Eddie Russell started working at Wild Turkey's distillery in Lawrenceburg, Kentucky. Ultimately, he became master distiller and created some of the brand's most well-known whiskies. In 2010, he was inducted into the Kentucky Bourbon Hall of Fame. It's not unexpected—or even surprising—that he would have such a long and prolific career. Incredibly, Eddie's father, bourbon legend Jimmy Russell, has been working at the Wild Turkey distillery even longer, starting there on September 10, 1954. On this episode of Fix Me a Drink, Eddie joins hosts David Wondrich and Noah Rothbaum to talk about what it was like growing up in the bourbon business and how the explosion in popularity of American whiskey has made distillers inadvertent rock stars. The trio also shares stories about Jimmy Russell and reveals some all-time favorite bourbons and ryes. So pour yourself a glass of bourbon or rye and listen to this new episode of Fix Me a Drink. Cheers! Fix Me a Drink is hosted by Flaviar's resident liquor experts Noah Rothbaum and David Wondrich. On each episode, the award-winning duo enjoys a delicious drink while uncovering lost liquor history, exploring modern cocktail culture and interviewing an incredible array of spirited guests. So fix yourself a drink and enjoy the show! Please sip responsibly. This article is produced in sponsorship with one of our spirited partners. Podcast Editor Alex Skjong.

In this 15 minute whiskey review. Connor has the night off and Paul is joined by Kate from Drinks With Friends as they review Russell's Reserve 10. Legendary bourbon-makers Jimmy and Eddie Russell use their vast knowledge to craft this 10-year-old classic. Aged in No. 4 alligator char barrels and bottled at 90 proof, this small-batch bourbon has spicy vanilla flavors and a smooth finish.Check out our sponsors!Kentucky Eagle INC. - Kentucky Eagle is growing and in need of talented people with a passion for wine and spirits. We are looking for sales positions and operational roles. We are a family owned and operated company that offers above industry average compensation, up to 7.5% 401K match, health-life-dental-vision-life insurance, car allowance, and cell allowance. Positions are available in markets around Kentucky. Please visit kyeagle.netcareers to apply.Check out their website - www.kyeagle.netBlind Barrels - Blind Whiskey Tasting Kit that was born to disrupt the whiskey industry by showcasing American craft whiskey that don't make their way to liquor store shelves due to distribution limitations. Blind tastings are all about discovery, education, and removing brand bias, and Blind Barrels hits home with whiskey communities by supporting the very best in smaller distillers who are making the most amazing, innovative, and delicious products that you can't get at your liquor store.Instagram - blindbarrelswww.blindbarrels.comFollow us on Instagram @bwfpodcast

Georg Julin har besøg af – Nicky Russell – ja, rigtigt – navnet klinger bekendt – for han er oldebarn af den danske sanger Vilhelm Edvin Russell, bedre kendt under kunstnernavnet Eddie Russell – som[...]

Georg Julin har besøg af – Nicky Russell – ja, rigtigt – navnet klinger bekendt – for han er oldebarn af den danske sanger Vilhelm Edvin Russell, bedre kendt under kunstnernavnet Eddie Russell – som[...]

Eddie Russell has been making whiskey for 42 years, and is a Bourbon Hall of Fame member. Still, to many people, he'll always be known as "Jimmy Russell's son." That's what happens when you work alongside a legend, and now that he's established his own legacy, he's passing it on to his son Bruce, and as Eddie put it during our WhiskyCast In-Depth interview this week, "what goes around, comes around." We'll talk with Eddie about his two most recent releases, the Master's Keep Unforgotten edition and the Russell's Reserve Single Rickhouse edition, and how he's still learning on the job after 42 years. 

Jim and Brian lay down an EP (extended play) episode with David "DJ" Jennings, RareBird101 and author of "American Spirit" and "Wild Turkey Musings". This is one episode you are not going to want to miss. David is real, raw and dedicated to the WIld Turkey Brand. He has a wealth of knowledge and some great whiskey anecdotes that will interest you for sure. Listen in as we deep dive Wild Turkey in this longer than normal, but deeply interesting episode. https://rarebird101.com/ Be sure to check out our private Facebook group, "The Bourbon Roadies" for a great group of bourbon loving people. You will be welcomed with open arms!

Tiny Does a late Turkey Day podcast. He reviews the Wild Turkey line up of WB Saffell Bond and Lillard plus Wild Turkey MasterKeep One. Find out what he thinks as he barrel bashes all 3 in this exciting podcast of the scotchy bourbon boys! www.logstilldistillery.comSupport the show

Fred previews some hot Wild Turkey items in the Kentucky Bourbon Benefit with Wild Turkey master distiller Eddie Russell. More: https://one.bidpal.net/kybourbonbenefit/welcome

Jim and Mike welcome Bruce Russell from Wild Turkey to Jeptha Bend Farm. Join in as we sip through some very cool expressions from Wild Turkey and talk whiskey, family and growing up in a distillery family. https://www.wildturkeybourbon.com/ Be sure to check out our private Facebook group, "The Bourbon Roadies" for a great group of bourbon loving people. You will be welcomed with open arms!

Blue Run has experienced a lot of growth and success in the time since we last spoke with them on Episode 115.  Their recognizable bottle and butterfly branding has helped propel their premium whiskies to the top shelf of many enthusiasts' bars.  We catch up with Mike Montgomery and one of their newest team members, Shaylyn Gammon, to discuss the brand's current position in the market and how they expect to continue to push the premium American Whiskey world.   Stream this episode on your favorite podcast app and be sure to drop us a review while you're there.   This episode of the Bourbon Lens is brought to you by ​MANSCAPED™​, who is proving themselves to be the best in men's below-the-waist grooming. ​Their products are precision-engineered tools and are designed specifically for maintaining and taking care of your family jewels. MANSCAPED's™ Performance Package the ultimate men's hygiene bundle and what we recommend to our followers! Get 20% Off and Free Shipping with the code BOURBONLENS at MANSCAPED.com. That's 20% off with free shipping at www.MANSCAPED.com  and use code BOURBONLENS. Unlock your confidence and always use the right tools for the job with MANSCAPED™.  We are thankful for everyone who has supported us. A huge shoutout goes to our growing Patreon Community as well! We'd appreciate it if you can take the time to give us feedback on our podcast. If you enjoy our content, consider giving us a 5 star rating on your favorite podcast app, leave us a review, and tell a fellow bourbon lover about our show. Follow  us @BourbonLens on Instagram, Facebook, & Twitter.  And please check out our Patreon to learn how you can support our endeavors, earn Bourbon Lens swag, be part of future barrel picks, and more. If you have any comments, questions, or suggestions, please email us at TheBourbonLens@Gmail.com. Visit our website BourbonLens.com to check out our blog posts, or even purchase your own Bourbon Lens tasting glass or t-shirt. Cheers,Scott and JakeBourbon Lens Show Links: Use Code: BOURBONLENS for 20% off and free shipping at MANSCAPED (Sponsored) Blue Run Spirits Bourbon Lens Episode 115: Blue Run Spirits - Tapping A Legend of the Bourbon World This mom-to-be helped create the Best American Whiskey of 2021 without ever trying it   ABOUT MIKE MONTGOMERY Mike Montgomery is cofounder and CEO of Blue Run Spirits. Mike has spent the last few decades in public affairs consulting after working with California-based elected officials. Prior to his time in politics, he worked with the U.S. Canoe & Kayak team in Lake Placid, NY. He is a proud graduate of the University of Washington. Mike and his wife and daughter reside in Los Angeles. ABOUT SHAYLYN GAMMON Blue Run Spirits recently announced the hiring of Shaylyn Gammon as its first Whiskey Director. Gammon will drive the development and expansion of Blue Run's whiskey portfolio. Gammon joins Blue Run Spirits from Campari Group, where she managed product innovation projects across the company's North American portfolio.  Based in Kentucky, she worked closely with the Bourbon Hall of Fame duo of Jimmy and Eddie Russell on Wild Turkey whiskies, in particular brand extensions such as Master's Keep, Rare Breed, Russell's Reserve and Matthew McConaughey's Longbranch. Gammon's work with the Russell's has been widely lauded. Most recently, Russell's Reserve 13-Year-Old Bourbon was named the “Best American Whiskey of 2021” by world-renowned spirits critic and bourbon authority Fred Minnick. Double Gold Medal wins at the San Francisco World Spirits Competition include Longbranch, Rare Breed Rye, and Russell's Reserve Single Barrel Rye, which was also a finalist for Rye Whiskey of the Year at the Ultimate Spirits Challenge. As Blue Run's Whiskey Director, Gammon will work with the Blue Run team on the selection of sourced barrels for the company's bourbon and rye releases, prepare the company's private barrel selection program, and serve as a distillation apprentice to Blue Run Liquid Advisor Jim Rutledge. She will also work closely with the Blue Run team to strengthen and grow its comprehensive, long-term product and innovation strategy, tapping into her years of experience as a research and development scientist, and, of course, a huge whiskey fan.  In addition to Campari Group, Gammon's experience includes AmeriQual Foods, YUM! Brands and Land O'Frost. She is a member of the Bourbon Women Association; Women of the Vine and Spirits; and Louisville Women Leaders and is a graduate of the University of Kentucky in food science. ABOUT BLUE RUN SPIRITS Blue Run Spirits was started in October 2020 and has since created seven whiskey releases – several with separate expressions in a single release, such as the recent 12 Days of Single Barrel High Rye Bourbon this past December.  The company's releases have sold out in mere minutes and have received many accolades, including Blue Run 14-Year-Old Small Batch Bourbon, which was awarded top honors at the prestigious 2021 San Francisco World Spirits Competition winning Best Small Batch Bourbon – 11 Years & Older, along with a Double Gold Medal. The company's spring 2021 release, Blue Run 13.5-Year-Old Single Barrel Bourbon, was awarded Best Single Barrel Bourbon – 11 Years & Older, as well as a Double Gold Medal. Blue Run Kentucky Straight Golden Rye Whiskey was awarded a Gold Medal.   Find Blue Run Spirits online at www.bluerunspirits.com, and on social media: Instagram, Facebook and Twitter. Blue Run Spirits is a new kind of spirits company, creating a unique luxury proposition by tapping into the deep heritage and craft that makes a truly great whiskey, then elevating it through a modern design and marketing lens to reach a younger, broader and more diverse whiskey drinker. The company's founders include a Nike designer, the first director-level employee at Facebook, a hospitality executive, a political advisor, and a philanthropist – all huge whiskey fans and individuals who acutely understand how to build demand and buzz for a contemporary consumer product. They are backed by a team of advisors including Nike marketing experts; the Campari communications veteran behind Wild Turkey and the Aperol Spritz; a former spirits distributor; and others with deep industry experience. The Blue Run name is a nod to one of our founder's upbringing in Georgetown, KY.

I'm reviewing Wild Turkey's Longbranch, a collaboration between creative director Matthew McConaughey and master distiller Eddie Russell. This 8-year-old Kentucky Bourbon is refined through oak and mesquite charcoal and is an approachable entry into the brand. Plus, I'm sharing news of the upcoming free-to-play fighting game, MultiVersus, including new information about the expansive roster of playable characters from across many video game, film, and television franchises. Cheers, and game on!

Join us as we track down a bottle of dusty bourbon.  In this episode we try Wild Turkey 101, aged 8 years and bottled in 1982.https://rarebird101.com/2019/06/11/whats-a-dusty/#bourbon #dusty #dustybourbon #bourbonreview #rarebourbon #ourcynicculture

Listen in as Jim and Mike review a a fan favorite for this show. Clocking in a t a minimum of 10 years aged, the Russell's Reserve 10 Year Small Batch Bourbon get's the full attention of the boys today. https://www.russellsreserve.com/ Be sure to check out our private Facebook group, "The Bourbon Roadies" for a great group of bourbon loving people. You will be welcomed with open arms!

Happy Valentine's Day!Thanks so much for listening and watching - it's really been a gift to see more people discover the audio and video version of the podcast over the past week. Your eyes and ears are a gift to me - and I appreciate you so much! Another gift - the new logo and background from Symmytree, thanks to Double G - check out his work at Symmytree.com Brought to you by The Real Voice - Mel Allen. Providing voice over for commercials, podcasts, explainer videos, and more. Samples and demos at https://therealvoice.com Congratulations to all those who brought gold, silver, and bronze medals home - no I'm not talking about the Olympics - I'm talking about the Texas Craft Brewers Cup. Don't get me started that they called it the first annual because, until it happens again next year - is there any way of knowing it might be the last annual too? Anyway - 81 medals were given to 57 small and independent brewers across the state out of 131 breweries that entered. That amounts to 27 medal categories covering 150+ different beer styles that were awarded gold, silver, and bronze medals. They had a tough job anonymizing 755 entries to make sure only a select few knew what anyone was even judging! For the full list head to https://www.craftbrewingbusiness.com/business-marketing/here-are-the-winners-of-first-annual-texas-craft-brewers-cup/ Blue Run Spirits is making a splash in the glass of the whiskey world. First - they picked up former Four Roses master distiller Jim Rutledge. That went off with a bang as the “liquid advisor” helped them sell out of some releases in minutes and win the 2021 San Francisco World Spirits Competition! Since then they have also added “the Buddha of Bourbon” protege of Wild Turkey master distillers Jimmy Russell, son, Eddie Russell. They've also named Blue Run's first whiskey director - Shaylyn Gammon of Louisville - to help expand the brand's portfolio. She created the Russell's Reserve 13-year-old Bourbon, which was named the Best American Whiskey of 2021 by Fred Minnick. I don't know what's in the water - but apparently there's magic in the whisky there! They're expanding their reach too with 10,000 bottles now available in 14 states and across three countries. The full story at https://www.kentucky.com/lexgoeat/bourbon/article258165858.html The code has been cracked! For years the issue has been that NA beers have been a bit lackluster. While some seem to have cracked the code their own way (like Athletic Brewing and Zero Gravity) researchers at the University of Copenhagen say "What non-alcoholic beer lacks is the aroma from hops. When you remove the alcohol from the beer, for example by heating it up, you also kill the aroma that comes from hops. Other methods for making alcohol-free beer by minimizing fermentation also lead to poor aroma because alcohol is needed for hops to pass their unique flavor to the beer.” Small molecules called monoterpenoids seem to be the reason and the process the researchers found should also allow more flavorful NA beers to be made with a much les energy intensive process - saving brewers big bucks! The method is already being tested in breweries in Denmark and the plan is to have the technique ready for the entire brewing industry in October 2022. Get the full story at https://phys.org/news/2022-02-non-alcoholic-beer-regular.html Next Time: I'm putting together the next rounds of interviews and we'll go Another Round this coming weekend - until then binge some back episodes of the weekday podcast and the Bonus interviews too! The Boozebuddy Update continues on video! On Spotify, watch alongside the podcast, or head to the YouTube channel at https://www.youtube.com/channel/UC033VXK28YhXgJAYpHS-C_w Head to BoozebuddyUpdate.com to comment or get in touch with me! Remember - don't drink and drive, stay safe, drive sober and support the booze that supports your local community. --- Support this podcast: https://anchor.fm/boozebuddy/support

Tiny Xavier and Super Nash have an absolute  blast tasting WB Saffel and wild turkey masters keep one!  Does it get any better than this? In this podcast of the Scotchy Bourbon Boys.www.logstilldistillery.com Support the show

Host Penny Watt and guests Eddie Russell and Lachlan Marriott get together to discuss movies and epic soundtracks that are hitting their 25th anniversary, despite none of them being born in the year 1996. Topics discussed include Baz Luhrmann's 'Romeo + Juliet', 'Mission Impossible', 'Trainspotting' and more. Switched On is an entertainment podcast by Swinburne University's The Standard. This episode was hosted by Penny Watt, researched by Penny Watt and Eddie Russell, edited by Jayne McLucas and produced by Aditi Kutty. Album artwork is by Emily Li and music is by Wataboi from Pixabay. Like what you hear? Connect with us via our socials. Instagram: @swinburnejournalism. Facebook: @swinjournalism. Twitter: @swinjournalism. You can also find us at theswinstandard.net.

It's a musical special! Special host Lachlan Marriott sits down with The Standard's music editor Eddie Russell to discuss 'Donda', the latest from Kanye West. Covered is the album's impact on music, the state of hip hop, and whether Donda will stand the test of time. Switched On is an entertainment podcast by Swinburne University's The Standard. This episode was hosted and researched by Lachlan Marriott, edited by Jayne McLucas and produced by Aditi Kutty. Album artwork is by Emily Li and music is by Wataboi from Pixabay. Like what you hear? Connect with us via our socials. Instagram: @swinburnejournalism. Facebook: @swinjournalism. Twitter: @swinjournalism. You can also find us at theswinstandard.net.

With 40 years of experience under his belt, Eddie Russell knows a thing or two about bourbon, but is still jokingly referred to as the “new guy.” As the son of legendary Master Distiller Jimmy Russell, and the third generation Russell to work at the Wild Turkey Distillery in Lawrenceburg, Kentucky, Russell has an unmatched pedigree in American Whiskey. On this week's episode, Chris and Eddie discuss the evolution of Wild Turkey, his partnership with Matthew McConaughey on Long Branch Bourbon, and what we can expect to see from future generations at Wild Turkey. Don't miss Eddie Russell on the Spirited Advocate Podcast.

In this Episode of The Bourbon Life Podcast, Matt and Mark spend some time hanging out with Eddie Russell, Master Distiller, at Wild Turkey. The guys talk with Eddie about how he got his start in the Bourbon industry at Wild Turkey 40 years ago this year, what it’s been like working with his legendary father, Kentucky Bourbon Hall of Famer Jimmy Russell all that time, and also what the future looks like for Wild Turkey. And they get to taste and review Wild Turkey 101, Wild Turkey 101 Rye, and Wild Turkey Rare Breed Bourbon with Eddie. This Episode of The Bourbon Life Podcast is sponsored by The Stave Restaurant in Millville, KY and Three Chord Bourbon. Check them out online at www.thestavekentucky.com and www.threechordbourbon.com.

Episode 33 features Wild Turkey 101 Kentucky Straight Bourbon Whiskey. A standard bearer of American bourbon bottled at 50.5% ABV, or 101 proof. It retails for about $27 for a 750ml bottle. Enjoy this episode with some Wild Turkey! Wild Turkey's official website: https://wildturkeybourbon.com/ (https://wildturkeybourbon.com/) Brief Historical Timeline: 1855 - Companies that will become Austin Nichols are formed 1860s - The Ripy family is distilling whiskey near the present day site of the Wild Turkey distillery 1934 - Austin Nichols gets into the wine and spirits business 1940 - A sales executive goes on a wild turkey hunt and takes some bourbon with him 1942 - Wild Turkey as a brand is launched 1971 - Austin Nichols buys the distillery run by the Ripy family 1980 - Wild Turkey is sold to Pernod Ricard 2009 - Campari Group buys Wild Turkey 2011 - New distillery opens 2016 - Actor Matthew McConaughey becomes the brand's creative director and spokesman Key Cocktails: Wild Turkey goes great in any classic bourbon or whiskey cocktail, it's also well known to "improve the flavor of ice!" Here's the original cocktail, Wild Turkey's take on the Old Fashioned: Wild Turkey Old Fashioned: 2 oz Wild Turkey 101 Kentucky Straight Bourbon Whiskey 1/4 oz simple syrup 2 dashes Angostura Bitters Stir ingredients together. Pour over ice into a rocks or Old Fashioned glass and garnish with an orange peel. References: https://en.wikipedia.org/wiki/Wild_Turkey_(bourbon) (Wikipedia article on Wild Turkey) https://en.wikipedia.org/wiki/Alcohol_proof (Wikipedia article on alcohol proof) https://rarebird101.com/wt-timeline/ (Rare Bird 101 website timeline of Wild Turkey) https://www.youtube.com/watch?v=jmZZNbUsyt8 (Wild Turkey Bourbon Short Film with Matthew McConaughey) https://www.youtube.com/watch?v=Tfs5u3j4g54 (YouTube interview with Jimmy Russell) https://www.youtube.com/watch?v=Qmsqa22EYL0 (YouTube interview with Jimmy and Eddie Russell) https://www.youtube.com/watch?v=MSk2Z2H947U (PBS interview via YouTube with Jimmy Russell ) Contact Information: Official show website is: https://www.liquorandliqueurconnoisseur.com/ (www.liquorandliqueurconnoisseur.com) Join my mailing list: http://eepurl.com/hfyhHf (http://eepurl.com/hfyhHf) Facebook: https://www.facebook.com/liquorandliqueurconnoisseur (https://www.facebook.com/liquorandliqueurconnoisseur) Instagram: https://www.instagram.com/LiquorandLiqueurConnoisseur/ (https://www.instagram.com/LiquorandLiqueurConnoisseur/) Twitter: @LLConnoisseur

Author/Coach Karissa Hubbard and former pro now business owner Eddie Russell stops by the debating ring. Karissa gives us insight on her book "Popular Girl" along with women coaching male athletes. Eddie tells us his story from the trenches of South Florida to pro football, and leaving the fame with two years left on his contact to become a business owner. He also trains high school athletes focusing on stories just like his to make them better men off the field. We chime in on athletes committing to an HBCU over Power 5 conference. --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app

http://www.whisky.de/p.php?id=WILDT0LO1 Nosing 4:17 Wir verkosten den Wild Turkey Longbranch. Wild Turkey Longbranch wurde in Zusammenarbeit mit dem Markenbotschafter und Filmstar Matthew McConaughey kreiert. Für die Holzkohlefilterung wurde nicht nur amerikanische Weißeiche sondern auch Holz von dem texanischen Süßhülsenbaum verwendet. Longbranch verbindet so die beiden Bundesstaaten Kentucky und Texas durch die Traditionsmarke Wild Turkey mit Hollywood. Dies ist die erste Abfüllung die nicht mehr die beiden Handschriften von Jimmy und Eddie Russell trägt.

Today, we chat with a rockstar! But not a rockstar of music, but of bourbon!  We sit down with Eddie Russell, the master distiller at Wild Turkey!  We talk about Matthew McConaughy, tradition, and crazy bourbon fans. It's an episode for bourbon lovers and lovers of great conversations!

Dan chats with Academy Award-winner Matthew McConaughey about bourbon, supporting firefighters and... well, more bourbon. Also on the show, SportsCenter anchor Neil Everett and legendary Wild Turkey master distiller Eddie Russell. Yes, all that, in one show! Learn more about your ad choices. Visit megaphone.fm/adchoices

The Bourbon Community Roundtable is back with talk about Turkey, Rare Breed Rye and more rye whiskey coming to market. We then look at the landscape and ask ourselves “is bourbon priced fairly in today’s market?” because we often get blamed for calling bourbon undervalued. We wrap the show talking about the Jim Beam AirBNB as a potential PR stunt. Show Partners: The University of Louisville now has an online Distilled Spirits Business Certificate that focuses on the business side of the spirits industry. Learn more at uofl.me/pursuespirits. At Barrell Craft Spirits, they explore whiskey in an entirely new way. The team selects and blends barrels of whiskey into something greater than the sum of its parts. Find out more at BarrellBourbon.com. Receive $25 off your first order at RackHouse Whiskey Club with code "Pursuit". Visit RackhouseWhiskeyClub.com. Distillery 291 is an award winning, small batch whiskey distillery located in Colorado Springs, Colorado. Learn more at Distillery291.com. Show Notes: This week’s Above the Char with Fred Minnick talks about blending. What do you think about Wild Turkey's new online videos called Talk Turkey with Matthew McConaughey? Episode 1: https://www.youtube.com/watch?v=VM3duQSIU3U Let's talk Rare Breed Rye. Do you think Elijah Craig will come out with barrel proof rye? What about Elijah Craig Rye not being released in some states? Can distilleries really come out with more expressions? Who here thinks bourbon has been over or undervalued in its category and why? Do we need that million dollar bottle for bourbon? Who here thinks we are a problem? Let's discuss some research on the growth of American whiskey. Report from ResearchAndMarkets.com: https://www.researchandmarkets.com/reports/4849286/american-whiskey-market-by-type-bourbon?utm_source=BW&utm_medium=PressRelease&utm_code=f832dw&utm_campaign=1311293+-+American+%2416.8+Billion+Whiskey+Market+to+2025%3a+Focus+on+Bourbon%2c+Tennessee%2c+Rye+Whiskey&utm_exec=chdo54prd What do you think about renting Jim Beam’s Historic Kentucky Home on Airbnb? https://www.travelandleisure.com/hotels-resorts/vacation-rentals/jim-beam-bourbon-historic-kentucky-home-airbnb Thanks to Blake from bourbonr.com and Jordan from BreakingBourbon.com for joining. 0:00 Hey everybody. If you have a bachelor's degree and live anywhere in the United States, there's now a way for you to take your bourbon education to the next level. The distilled spirits business certificate from the University of Louisville is an online program that can be completed in as little as 15 weeks and will prepare you for the business side of the spirits industry. It's offered by the AA CSP accredited college of business. And this certificate was developed in partnership with industry experts to be one of a kind and it's going to prepare you for your next adventure. Learn more about this online program at U of l.me. Slash pursue spirits. 0:37 Although I like Justin Deering's comment of all you need is slack discord, Microsoft Teams in Skype to communicate these days, all of which are like for I don't have it all. So I feel like I'm even more behind the times 0:50 because I thought it was like I don't think your broadband can handles 1:07 Welcome back, everybody. It is Episode 225 of bourbon pursuit. I'm one of your heroes Kenny and the past few weeks we've been covering a lot of recent bourbon news. So this week there isn't too much to cover but there is one new release and that is that the master distiller of Michter's Dan McKee as well as their master of maturation, Andrea Wilson have announced the release of their 20 year old bourbon, the 20 1920 year bourbon will be bottled at 114.2 proof and will have an MSRP of $700 Now this one is pretty coveted by a lot of affluent Burton people out there. So good luck this hunting season trying to find it. Well, that's really all the industry news for now, because the roundtable is where we're going to discuss some of the latest happenings and as usual with tonight's topics, you will find links to the articles in our show notes. But we need to talk a little bit about bourbon pursuit news lately. So let's kind of talk about what's happening with that. 2:00 pursuit series is moving at a rapid pace. This week we sold out of Episode 17 in record time. Of course, this really wasn't a surprise to us because this was our privately labeled will it distillery barrel of their own product which is the first NDP private label that has ever happened happening under their pursuit series brand. And we've also opened up Episode 12 and 13 to the public and you can purchase those today by going to pursuit spirits.com with seal box as our online retail partner these bottles can be shipped to a good percentage of states around the country in to your doorstep. There are less than 50 bottles of Episode 12 and only 30 bottles of Episode 13 remaining so go and check it out. We're also now hitting retail stores in Kentucky. The first private barrel that was selected by Justin's House of bourbon has been delivered and is now available on their floor as well as on their tasting bar. This is Episode 14 and I remember when Ryan and I were tasting this barrel, it just hit Like a mouthful of Captain Crunch berries. And if you are in or around the Lexington area Ryan and I will be at Justin's House of bourbon on November 5 at six o'clock pm eastern to talk about this release and pursuit spirits just more in depth. You can get more information about this event on our Facebook page with the link in our show notes. And we really hope to see you there. But we're still not done yet. Episode 15 was a barrel that we selected that will be hitting shelves across Kentucky starting next week. This barrel show notes talk about some of the most pronounced flavors that we got out of it. And it's a chocolate cherry pound cake. Heidelberg who is our distributor has told us that they started filling out purchase orders this week. So you will begin to see it pop up on shelves across liquor stores as well as on premise locations in Kentucky. So if you're a retailer and you'll be carrying our bourbon send us a message we can give you a shout out on some of our social pages. Well, that's all let's go ahead and get on with the show. Here's Joe from barrel bourbon. Then you've got Fred Minnick with above the char. 4:03 I'm Joe Beatrice, founder of barrell craft spirits, we explore whiskey in an entirely new way. My team at barrel craft spirits, selects and blends barrels of whiskey into something greater than the sum of their parts. Pick up a bottle today. 4:17 I'm Fred Minnick, and this is above the charm. This week's idea comes from Patreon subscriber Andrew Polonsky. He asks, What do you think of all the blending compared to single barrels and small batch? Now, Andrew, this is a great question and you obviously have been reading my work for some time to know that this will spark a real passion and me to talk about the history of the word, blend. See the word blend and American whiskeys always been a dirty term and it goes back to the 1800s when blenders were adding things like tobacco spit and prune juice, and these people were called rectifier and they were working with wholesalers and putting it out on the street people would buy it. Doctors would even prescribe it and They would find that their patients would not get well. So that led to the effort of the bottle and Bond Act where distillers lobbied so bourbon consumers could be protected. Doctors could have a guarantee that they were serving their prescribing their patients legitimate, pure 100 proof whiskey, but the Canadian whiskey blunders did not like it at all. At that time, the Canadians were coming into America starting to sell their whiskey for the cheap knocking out the straight distillers and some of the people that we know is like George t stag, EH Taylor. And so there started this feud at that time between blenders both American and Canadian and straight whiskey distillers. Now this would continue well, for the next 5060 years after prohibition, distillers didn't have a lot of liquid to play with because they had sold it all on the medicinal market during Prohibition or they didn't have The opportunity to distill again so there was not a lot of supply. So the distillers, what they would do is they would blend a little straight whiskey in with a grain neutral spirit the and blend was not good. The distillers could not wait to get away from the blended whiskey and start putting out their age doc. And as soon as they did that they started moving away from the word blend. And then the Canadians would actually try to come out with like a bottled and bond at that time. And that led to a little bit of a trade dispute between the United States and Canada. But that's another story maybe another above the char. But at that time between the 1940s and 1970s, the American distillers kind of banded together to eliminate the word blend from the American whiskey vocabulary, they replaced the word blend with mingling or marrying barrels together. So the actual action of bringing all these barrels together for a badging process, really should be called blending. But because the American distillers did not like that term, because it was associated with the rocket stuff of the 1930s and the piss poor whiskey of the 1800s that they decided to completely eradicate it from the distilleries. Now, we move forward to present day. And you have brands like high West and barrel bourbon, who don't actually have all the stocks at their disposal, but they're buying them from wholesalers and barrel brokers, and they take these barrels and they blend them with other barrels from other states and other distilleries creating unique flavor profiles, and they have absolutely turned the business upside down and made the term blending a positive term again, but here's why. They're not blending in green neutral spirit, what they are blending our straight whiskeys to these whiskies that are at least two years old, and they haven't been adding flavoring or coloring. So it's as pure as something that is bottled in bond. It's just coming from various distilleries. Now, given that American whiskey always has shenanigans. I know at some point during this wonderful trend, this resurrection of the term blend that we're seeing, we're going to have someone who takes advantage of it and start pumping out great neutral spirit coloring it and calling it an award winning blend. So be prepared for that next wave. As soon as someone in this business create something good. Someone comes around and ruins it. And that's this week's above the char. If you have an idea, reach out to me on Patreon, just like Andrew did. That's Patreon at bourbon pursuit. Until next week, cheers 8:51 Welcome back to another episode of bourbon pursuit the official podcast of bourbon, Kenny, Ryan and Fred all back here on bourbon community. Round Table number 38. We're back, fellas. How's it going? 9:03 Whoo. All right. Yeah. 9:05 Yeah, that's what we haven't done this in a while because the last time we did this was on stage at bourbon and beyond. So it's, it's been a few weeks, so it's good to see everybody once again. So Fred, how you been? You finally decompress since then? 9:17 I feel like I've done like 10 other events since bourbon and beyond. So it just went from one to another. I feel like Bill Belichick just I'm on to Cincinnati. 9:30 Cincinnati need some help. Actually. 9:32 They're awful, aren't they? Oh 9:34 my god. It's it's a terrible, terrible season. But again this year, I mean, it's at this point. I don't really think anybody's like really upset. They're just kind of like, it's fun to go pay for $12 beers and watch our team lose and we'll see it again next week. 9:48 Well, me it's a it's a hard day to be a Bengals fan. And if you're a San Francisco fan, holy cow. look good. 9:58 Yeah. So far. It seems like you paid the lot of tension in this so you big on fantasy. 10:03 Yeah, yes, I'm hard. 10:08 I'm not doing very well this year. 10:10 No, I'm I think I'm only won two games so I'm doing pretty terrible without you Ryan. 10:15 Well, I'm four and three, but I'm on a four game winning streak so and I'm looking at my score right now I'm down by two but I have James Conner playing right now. So go Steelers. 10:28 Well, one thing I'll tell you that I did this year Kenny with a friend of mine, Steve Zubin, who is a national radio personality, and Paul charging and who's a professional fantasy kind of Guru. We started league together like a small league we call it whiskey League and the entry bought the entry was a bottle of whiskey. And the every week somebody gets chopped, and at the end of the season, the what the winner will get. Every bottle of whiskey. I was out in week two So 11:02 least you weren't dead last. I mean, that's that would have been embarrassing. You know, week one. 11:08 Yeah, that's a tough one. Bad. Alright, so let's go ahead. We've only got two of the people here that you've all heard before. But you know, Blake Jordan, let's go ahead. Let's hear about your fantasy lineups as well. 11:21 The only fantasy lineup you need is you know, we're going to call it Minchew mania here in Jacksonville. You know, five time Rookie of the week. How many minute five time that could have been exaggeration, but uh, no, I don't play much fantasy football. It busy playing real football. You know, as a former NFL tied in I don't like to get out there and play fantasy leagues. No, it's just never want to get into but yeah, good time of year. And also I'm Blake from bourbon er. And thanks for joining us tonight. That's BOURBONR Find me on all the social medias if you haven't heard it 38 times by now. Now you got it. Time to spell it out. 12:03 That new listener out there if you haven't heard it, here it is this Sure Sure. All right, Jordan, go ahead. Sure. This is Jordan from breaking bourbon, one of the three guys friends breaking bourbon. Go to the site for the latest reviews and weekly calendar updates. Find us all the socials and patreon at breaking bourbon. My fantasy lineup is not doing so hot this year. So I think I'm three and four hopefully going to be for for after tonight. We'll see how the Juju does. 12:30 For sure. Alright, so let's go ahead we'll kick it off. Start with our topics. And you know, the first one is, it can't be that, you know, crazy to think about because bourbon really doesn't move a needle or something really doesn't happen without marketing involved. And we kind of look at the way that burden marketing is kind of progressed over the probably the past two to five years. I remember I think was a post that Wade had showed on Facebook just I think it was earlier this year. But I think it was not more than five years ago. There is on Buffalo Trace they used to have like the bourbon babe of the day or the bourbon babe of the month, and you could actually go and vote for women and like bikinis and stuff like that. No way. Yes. Very, very way. Like this is like, very, 13:17 like 2015. It wasn't like talking about 1991 or anything. 13:22 Exactly. So it's actually relatively recent in the whole. Absolutely. And so I guess the one thing that we want to kind of talk about here is like, what else are brands doing to try to navigate their future and kind of change perception of their brand? You know, Buffalo Trace, of course, they stopped doing that. They've got a lot of good stuff on Twitter and Instagram have just like one little one liners are out there. But one of the ones that's kind of really new and comes to my mind is the one that's with wild turkey and Matthew McConaughey. You know, he kind of comes on he talks about, Hey, I'm the creative director of wild turkey and I'm the co founder of Long Branch and he wants to showcase stories of people and The weird thing at least for me is that there's literally no tie or talk about whiskey and the entire thing and it's all about just elevating new people and new ideas and stuff like that and it's called talk Turkey. So I kind of want to push over to you guys like what do you all think? like is this a Is this a pretty like safe move like to be able to spend this much money to have this big a name on something and then not even promote the product, whatever except like, just on text on a YouTube video? 14:30 So I'd never seen it till tonight. Full disclosure, you sent the topics out so I watched it and I was like actually impressed I was like, born in kenya step your game up with like, editing and like, we need a leather bound couch and a cocktail God, may I put that 14:48 on? Yeah, the next the next. payout will make sure we put that in our budget. 14:54 Yeah, come on, keep contributing Patreon. We need we need that leather couch. Just kidding. But I don't know I enjoyed it. The funny thing is that I'm a sucker for inspiring stories like you get told me like a cool entrepreneur, like somebody that's kind of rose from the ashes. And that's what seems to be the theme of all three videos. I enjoy that. But the funny thing is, you see, they don't actually they make the drinks and they sit there the entire time. And I don't think they ever drink them or talk about them or anything. So it's it is kind of odd that it is so focused on that kind of entrepreneurial spirit and not much the whiskey like you would think they would talk about what's in the recipe they're drinking, or what are they doing? I don't know. There's just but but I kind of like it because you have to go to fringe audiences to bring new people in. I mean, if they were to sit around and we would enjoy it if they were sitting around talking about tasting notes or whatever, but we're already customers. So you got to look to the fringe to bring new people in. 15:51 So I think so it was interesting. I was working in the ad industry when they brought on Matthew McConaughey is the creative director right and it was a big deal because they literally made him the Highest Paid creative director in the entire advertising industry when that took place, right. I think that's what they were looking for though I think they were looking for something a little different. And that's why they gave him so much freedom in control and also so much money. I mean, if not, he's just like another celebrity. No offense to Mila Kunis. But if not, you just have like a celebrity walking through a, you know, a Rick house and pouring some bourbon. I think what it's doing is it's, it's people now know, right? Wild Turkey, even if it's just by association is going to be Matthew McConaughey. Just kind of like you see him on TV driving in a nameless SUV, you're probably like, that's a Lincoln commercial, right, just by association of who he is and what he does and the stories he tells. So I think it's a really interesting smart move by wild turkey trying to branch out and being more mainstream and hitting that more mainstream audience than just showing somebody pouring a bottle of whiskey in a distillery or something like that right at tunes in those those people who might not be hardcore bourbon drinkers who might be interested in maybe doing a cocktail or just want to listen to a good story. And before they know it, they're like, Oh, you know, next time I'll try wild turkey cocktail or something. I'll buy a bottle of wild turkey genius move in my part or genius move on their part. I think 17:05 I'll say that this is something that I've been personally involved with bourbon up and season two. There's a lot there's not really a lot of, you know, break down a bourbon discussion. You know, my first guest is the Golden Globe Award winning actor Jeffrey right. And this is kind of the evolution of of where we're going. We're bringing bourbon to the conversation, but it's not necessarily the conversation. And that's what bourbon and beyond is. That's what a lot of these efforts with celebrities is all about. And the fact is, is that we're never going to be able to break down the mash bill to the 35 year old woman shopping at Bed Bath and Beyond as much as I want to do that or try to happen. Exactly 17:52 right kitchen look like they could care less about there 17:57 but they want to drink it. They want To learn about it in a very, you know, minimal way. And if we if we get them to come to that next level, then the next thing you know it, they're watching this podcast, it comes down to that we have to capture the fringe consumer. And that's what all of this is about. So I absolutely applaud wild turkey for spending millions upon millions of dollars to get new people into bourbon. And if track kitchen if you're watching Hello, this is the first time you watch it. So that's, that's awesome. We'll take your food. 18:27 Yes, I think 18:29 it's just about casting a bigger net, you know, you know, you're not going to get everyone but obviously, the wider you cast the net, the more likely people are to get to this level of fandom and in interest in bourbon, so not everybody's going to want to know the mash bills and everything that but that doesn't mean that, you know, next time they're out of the out of bar, they may order a bourbon old fashion instead of you know, vodka soda or whatever, whatever they may be drinking. So I think that's the whole point. No, it was really well done. It was entertaining and you know even as somebody who watches a lot of bourbon stuff, I still watched it and enjoyed it. So 19:07 yeah, I just switched on the cocktail side they like said what the guy was making or what they were drinking or like because like I knew they're drinking old fashioned on the first one but the second or like, is that a bourbon Mojito? Or is that a bourbon? 19:18 What are they doing? 19:19 A little bit of? Yeah. of bourbon. relevant, not relevance. But 19:25 yeah. And yeah, just some, 19:26 like I said, I think that's the only thing where they really missed the ball on is that there is just really no tie into the whiskey in itself. Like I there's never any mention of it. It was just stories of people. I mean, it's it's kind of like one of those things if you think about it's like if somebody was to start, like, let's say that this bourbon podcast, like blew up and then we're like, oh, yeah, we're sponsored by ibuprofen, right? It's just like, there's, you know, we don't really like talk about it, but it's just like, it's just like a big sponsorship. So, and I guess I'll also kind of take a little bit of a devil's advocate role here. And if you think about it, if you are if you are a bourbon consumer, and you look Some of like the previous commercials that had come out on national TV of like Jimmy and Eddie like in the warehouse and, and talking about their product, you kind of feel like oh, like this is homey like this feels like, it feels like something relatable like I know these people. Like I don't relate to a big wave surfer, right. And so that's kind of where I think like, it's cool just to have extra content. And it's also just, in my opinion, it's just social media and YouTube is kind of what is targeted at so trying to figure out exactly like how do you scale this to reach a mass audience? I think is it's a little bit tough to figure out on their end. 20:36 I think we should do a retreat. I don't know if you watched the third one the yoga away or something. We should all take a retreat to one of those cabins in Australia. Every Community Roundtable turkey under addition, 20:48 live on. Yeah, can we get wild turkey to sponsor that i'll i'll be willing to travel with Matthew McConaughey. 20:53 We need to You're the one that gets all these sponsored trips. I don't know. 20:58 I gotta, 20:59 I gotta we gotta Go to the chat here, john Henderson saying that, you know, he's kind of jealous of Matthew McConaughey. I mean, he's kind of like, he's kind of done that, you know, he's kind of like that guy that all dudes kind of, you know want to be in some respects. 21:17 I just like to trying something new right? It's so different that hasn't been done before in bourbon specifically that you know, maybe it doesn't work maybe it does. Maybe it takes off and continues to be a thing for them. But at least they're trying something new first just doing the same old same old. Here's 21:31 kind of my thought on it, too is like why YouTube? So like I, I know, like this business a little bit. And they could have bought time on a network like FYI, or a&e. And I question as to whether or not that would have better traction for them. Then, then YouTube, that's probably my only criticism of the whole thing is the is the vehicle in which they chose 12 21:56 younger new consumers are on YouTube, they're not on you know, those big cable networks everybody's cutting the cord there. You look 22:02 at the statistics for Gen Z. It's ridiculous how much YouTube they consume verse TV and those it's above drinking age now, so they're going after the target. 22:11 There you go. Good market research. And so while we're still on the topic of talking Turkey will actually talk about one of the newest things that kind of hit the TTP that means that it is not officially released. There is no official release statement or anything like that, but I think it makes everybody a little bit happy to see that there's going to be a rare breed rye a barrel proof right out there. And you know, I think I know you know, Fred's kind of ruined Rare Breed for the rest of the nation already in the past few weeks or fuck sake. 22:44 Kind of like having a hard on from again. 22:49 In our blind tasting did I not hate McKenna and I did. And that bottle of wine blind tasting 22:55 awesome. 22:56 I mean, a single barrel should not be accepted into 23:01 Sure, the another 23:03 one on that, actually. So anyway, let's get back to the kind of rare breed rise. So kind of talk about what do you all think? I mean, I don't think anybody's not excited for this. 23:12 No, I mean, I mean fine one bourbon enthusiast who doesn't want a, you know, well, are they calling it barrel proof? I mean, that rare breed always gets me because I know barrel proof isn't technically Well, it's like 112 is 23:25 what the first label is, but it's 23:27 me whatever. You know, it's pretty crazy to think that coming off of the, you know, the Masters keep what was the Masters keeper I that they did was the name of, I guess, Cornerstone coming up for the cornerstone release that they follow back up, but I guess it makes sense because that one got a lot of, you know, a lot of fanfare, a lot of attraction. So to release this, you know, I feel like that's going to be one of those mainstays on everyone's best value list. You know, whiskeys you should be drinking right now. all that kind of good stuff. So I think it's It's great. I mean, I, I'd love to have more high profile turkey right on the market. 24:05 You know, Eddie first told me about his plans to do like a rare breed right about two years ago. And I think he's been trying to, like break this through, you know, compound a for several years. So I feel like this is one. This is a great win for Eddie Russell. It's going to be an everyday product that's on the market. You know, it'll be distributed nationally. I mean, this is a very, very exciting day for for whiskey geeks because I do think you'll be able to find this. 24:35 Well, Eddie son, Bruce, he's like a huge rap fan. Like that's like, he says he's been pushing rap for them for a while. And but Jimmy hates raw, right? Like, her dad 24:45 just doesn't like it. He Well, he they he comes from that old mold of like, you know, you know, Pennsylvania was was right country and Maryland. And in Ryan was for blending is coming from that region. So He's very much a bourbon man. 25:02 Well, I mean, I, like I said, I think everybody's kind of excited for having some wild turkey barrel proof expressions that are out there. And I think Blake really kind of said it here is that if you can put this into the value category, many people are going to be, you know, kind of driving towards it. I mean, it's it hopefully just doesn't go the way of values of like Elmer TV and well, or 12 and stuff like that. Which it certainly could be if it comes out in a smaller release cycle or something like that. But to this day, we haven't seen anything from Rare Breed not making its way on the shelves until about a month ago. 25:36 It'll be interesting because, you know, you'll, you can find wild turkey and other variants. Left and Right, but sometimes it's hard to find the right especially especially on the shelf, at least, you know, traveling around looking for it. So hopefully it's a little more accessible. But I think like anything else, not like anything else, but I think like everyone else rise become really hot. Right? You just saw heaven hill with Elijah Craig ride coming out. I think you've been noticing that over the years so I think it's a great thing or a revival. And just more options for folks and I'm super excited for it is going to be super tasty. 26:09 And you know, it's it's actually a category that has a broad reaching flavors. I mean, there's a lot of people who don't like dad's hat right out of Pennsylvania. 26:20 God 26:23 let me tell you this cork in this Rubble, yo, Jordan, 26:30 can you get any closer to the microphone? Sorry, guys, Jordan had 26:38 where was I? Oh, broad region. There's a lot of different flavor variants when it comes to rhyme, you know, because it the grain comes through even after the barrel so the higher they go, the more flavor that comes out, you know, from that particular grain and the distillation technique, I think can sway the flavor of rice so much more than bourbon and plus is very hard to ferment. So when you ferment right foams up, and there's a lot of people who will add enzymes to it and enzymes will have a big impact on the flavor. So that's why you can taste some like, you know, morality or some Flintstone vitamins because they're pounding it with, with enzymes. So I think we have an incredible next 20 years of new rye whiskeys coming out. And I just I can't wait to taste them all. 27:25 I'm glad you said that about the rye how it kind of bubbles up. I remember Ryan, I don't know if you were there. But we were in new riff. And we were doing a tour and they were doing a batch of rye. And I mean, it was just overflowing just like pouring out of the fermented tank. And they're just sitting there the hose just spraying it for hours because I mean, it just kept on just bubbling out. And in Jordan, I like how you brought up the Elijah Craig Bry. Now, this only leads to one thing one inevitable thing that's going to happen is that they're gonna they're gonna have to come out with Elijah Craig barrel proof, right? 27:57 Yeah, for sure. And I think that's probably the first thought everyone had when we all read that press release number and solve it is it's not a matter of if it's a matter of one. Right? So. And that's, I mean, I think Elijah Craig Ryan's gonna be hard to get only by the fact that it's starting off in four states, but I'm sure people go gangbusters once they do a barrel proof version of it, right? I'm sure we'll see it. We might see it as much released before we see it full time, but we'll probably see it for sure. 28:26 Yeah, and at $30 I don't think anybody's going to be worried about coughing up that kind of money. But I guess one other thing that will kind of bring up and Blake I'll let you kind of talk about this one. So actually only being available in four states as it starts going out. What do you What's your kind of thought on it? Because I know that there's always a lot of angry people around us that don't get their hands on and they're like, wait, it's in our backyard. Like how can you shame Kentucky like this? 28:51 Yeah, I think that just goes back to the original thing we're talking about with like the Matthew McConaughey videos of you know, they have their market strategies. They have this places they want to hit, they want to come in with something new to try to get that product placement. So it's it's a business strategy. You know, I think it's kind of a continued thing where we see as Fred likes to say, not dancing with the people that brought you but that's that's a part of it overall, you know, I think any of us that are not in one of those states who want a bottle will still find a way to get a bottle. They know the enthusiasts are going to get their bottles, but you know, for the that that borderline whiskey drinker, they want to, you know, try to bring them in with something new and exciting. So it's brand extension and I mean, yes, I don't think it is fair to the guys who've been consistent consistently drinking their stuff supporting them. But at the end of the day, I understand the move. It's it's kind of like that's probably the smart thing in in overall healthier distilleries. 29:55 I will say that it's right now what we are seeing is we are selling Seeing a dynamic diversity in business strategy amongst all these distillers and somehow Kentucky is kind of like the centerpiece, it's it seems to me like those who focus on Kentucky don't focus on something like San Francisco and those who folk, you know, focused on San Francisco, you know, look at like Kentucky is kind of like a third tier market. It's really it really is fascinating from a business perspective. So anyone who's out there who, who like studies like business strategies, you know, long term effects, I would love to see people's opinion on this about what the long term consequences are of like, you know, not focusing on the market that is traditionally so core to a category 30:48 so i think you know, and just from a high level standpoint to right everyone always associates bourbon was Kentucky, right? Oh, it's Kentucky bourbon bourbon comes from Kentucky, etc. And really is the push bourbon has become just more mainstream over the years. I think this is a move to show and make people realize Bourbons and American spirit right? Bourbons for America. bourbon, just not for Kentucky. Right? Wrong or indifferent. Right? By focusing outside of Kentucky. It's kind of a symbol of, yeah, this is this is for everyone. You know, hopefully that releases in Kentucky to eventually. But right now, that's what it's showing. It's just not a Kentucky thing. It's doesn't matter where you are. There's always markets out there and Bourbons for America, just not for Kentucky fans. America Merica. 31:32 And so I guess another question when I keep thinking about this, and I'm like, my gosh, every single year there's press releases. And I'd say there's probably like at least five as a good handful of just like big brand extensions that come out every single year and like how much longer can we can we keep going on like this? I mean, the only people that I know that the lava rye whiskey is four roses like other than that, like is there anything else that the big guys can possibly do to keep making brand extensions or we've got to hit it 32:04 we got to hit a plateau at some point blends at straits blends of bourbon and rum like for for two disunion 32:13 malts. 32:14 Now, can we get a whiskey finishing and mead barrels? Maybe but you 32:22 gotta think about it from from like a hardcore consumer perspective sure I mean it makes sense to kind of like maybe test the waters and put some of those out there but from a from something that's like a viable sort of thing like I don't ever imagine seeing heaven Hill coming out like we've got this new brand extension called heaven Hill. I don't know what mixed ninja ninja Blender mix right you know whatever it's going to be and they do a bourbon and whiskey and a rum in it and they think like oh yeah, like people gonna go crazy. Oh, well, they did come out with hypnotic 32:53 Kenny. True. 32:58 So I mean that one 32:59 yeah. I mean, that's, I don't know, the thing is we think that they are thinking about us which like in your in the chat, you said we are the 1%. And they could care less, you know, they're just trying to they're just trying to like, you know, just like you said, find those niches and keep extending the brands. I mean, they could care less about what we think about it. 33:21 I disagree with that with me. We we had that topic a couple weeks ago are like do barbican's or do the distilleries care about the bourbon consumer. I just think they're trying to find untapped you know, avenues and the one thing they're doing is a vault in this you gotta remember they're pulling back on flavored whiskey you're seeing some companies like jack is really doubling down but you don't see a lot of these distilleries you know, push forward flavor whiskey. 10 years ago, flavored whiskey was all the rage, it was all the rage, and now it's, it's hardly even talked about, 33:56 far less red stags and many Bourbons and All that on the market now that's for sure. 34:02 Well, I mean they're still there. They just don't talk about them or advertise them or do anything I just 34:06 drink whenever I'm partying with Kid Rock and you know the bands. 34:11 It's always good to have backstage patches with Blake. 34:15 The thing is, as you actually don't need them, you just walk back and go where you're going. 34:20 You don't need the past just yeah, look, I'm sorry. No, I got the black band. I'm good. Let me Sorry, it's only Blue Man, sir. Alright, so let's kind of move on to the next topic here. And I guess it kind of flows in with it because you know, we we talked about on bourbon kind of being undervalued on this podcast all the time. And so this next topic was actually really kind of spawned from Campbeltown and a recent Facebook post where he wrote to us, he said, Fred, I'm glad you reraise the topic that I commented back on from Episode 222. And in my opinion, bourbon is not in has never been undervalued, underrated at time, sure, but not undervalued. I never use a comparison of bourbon to scotch as grounds to argue because Gas prices are just out of control full stop. Now if bourbon producers are making healthy profits and their employees are happy than the various suggested retail prices are fine right where they are, or used to be in some cases, so if influential folks like you Jen's continued to say bourbon is undervalued, then the producers will continue to respond accordingly. Hell they already have the inevitable result we consumers are going to pay the price literally. So first part of that is a yay or nay. Whoever wants to take it who thinks here bourbon has been under are overvalued in its category and why? 35:35 I'll go first. 35:38 The People's champion the people's channel, 35:41 so I will say certain brand extensions are undervalued, such as like the antique well a retail value like the antique collection, you know, limited releases, yes, like hyper age stuff is undervalued compared to scotch, but your everyday brands like they are valued credit. Lee or a barrel of bourbon calls 400 frickin dollars to make, and that even less for like the big boys. And so when you get 200 plus bottles out of it at a four to six year, seven year range, I mean, and you're selling it for 30 $40 apiece, you know, they're making plenty of money. So I don't want to hear about it's undervalued, it's yes, some of the higher age limited really stuff is undervalued. But your everyday brands, like we talked about with heaven Hill ball and bond, it's priced right or I think it's overpriced now, but that's just me. 36:35 No, I agree with that. Ryan and I think you know, so limited releases aside, right, which what will take out of it? Because I think no matter what industry and eliminate release is going to hold more value no matter where you are. Right? We I think we're also skewed in our thought perception of how much bourbon should cost what we're willing to spend on a bottle but you have to realize especially I don't know about you guys, but you're talking to somebody outside of the bourbon industry, right who's not a super enthusiast and you start talking about bottle price. And they start looking at you like you have four heads and you're like, Oh, yeah, 30 $40 that's, you know, that's really a great value for a bottle of bourbon that's really cheap. And to them, that's a lot of money for to spend on alcohol. Right? That's not what the normal consumer does. It's just they play down. So for a lot of brands out there, yeah, you know, there might be some that are good values, right for good value to the flavor ratio, but there's some that are that are probably overpriced, like Ryan touched on to, I think you need to you know, I think we look at stuff through through rose colored glasses a lot, and putting us in just the average average Middle America consumer shoes, and looking at the prices on the shelves when you're going out. Yeah, it's probably just right where the value should be. Right. I don't think it's undervalued for a lot of stuff. If anything, some of the new ones are touching on the line of being overpriced. Yeah, I 37:46 think it here we kind of got to define the what what do we mean by under an overvalued the way I look at it is, you know, kind of, to go back to economics classes of price elasticity of you know, how How much people are will the demand still be there based on the increase in price? from that aspect? Yeah, because they keep raising prices and the demand still there. So of course, they're going to keep raising prices. You know, I'm sure they every distillery listens to this podcast and takes their cues from us on how they should price it. But at the end of the day, what they're looking at, is it are people still buying it off the shelf for you know, are the orders still coming in? No matter when we raise the prices? If we come out with a new release? Is that still flying off the shelves? That's all they're really looking at. So, you know, under overvalued is is kind of irrelevant from the in their minds of just will the demand stay the same if we increase the prices, whether that's $1 whether that's $10 and what it's proved, you know, been proven over the last few years is bourbon consumers are willing to spend a lot more on good bourbon. That's not great for bourbon consumers because now we have to spend a lot more on good bourbon But there's still a lot. And I shouldn't say good bourbon, I should say, you know, these different releases. Because I think we all know there's plenty of good bourbon out there. But yeah, it's, you know, whether it's under over that's kind of irrelevant. I mean, we've all seen the $20 bottles that can win blind tastings. And we've all had thousand dollar bottles 39:20 that tasted terrible. So, yeah, I think when you compare bourbon to other spirits, or you know, like wine or beer, other things, like I think it's a great value even at higher prices, like, because with wine, you could spend 10 so even on an hour, you know, 10 $20 for an average bottle, you're only getting four drinks out of that, whereas you spend 2030, your, you know, on a bottle of bourbon, like, depending on how 39:47 how healthy your pores are, 39:49 say 20, you know, drinks out of that. So with that, you know, in mind it maybe, 39:54 you know, it's a good value compared to let me let me just say we're not we're not actually Talking about the bourbon. We are talking about paying for the marketing. So the higher you go up in price and spirits, you are paying for marketing. That's why the heaven Hill bottled in Bond was so important to us is that that six year old bourbon had zero marketing behind it. And now you see when it's released, you see what marketing costs and what the development of a brand is. Marketing is everything in the spirits business, it's 75% of the cost of outside of the taxes is marketing. And when you take a look at vodka, you can look at the sign right behind me there what I think about vodka. Vodka is 100% marketing. It's coming off the still the re distilling it. I mean, they're putting it in the bottle, you know, maybe there's $2 and cost for the liquid, maybe $5. Let's say they're just selling at 100 times and it's all about the packaging. It's all about the marketing they put behind it the celebrity so every layer that you add to includes You, you're paying more for that. So if we didn't have marketing, and we were going back to a time when you were just going and brokering based off of the flavor profile and what an essay or said on how good the bourbon was, then you know, we would be having a very different conversation. Now, I am really glad that the original comments are on that said, Don't compare scotch to bourbon. I'm even guilty of this. But we should not be comparing bourbon to scotch. What we should be doing is just analyzing bourbon. We don't need to compare it to scotch scotch is a different beast. They've got bottles selling for $1.6 million. And they like to kind of flop that around everybody, but then they still have monkey shoulder. So I really do think we have to take a step back for a second. And just look at this for what it is, is that the higher we go up in price, the more marketing we're paying for it and the higher we go up Price, the better the liquid the distillers put into the bottle. So it's going to keep happening. There's nothing that we can really do about it. But I would say that if you find a value brand that you really like, support it. 42:16 Fred, do we need that million dollar bottle for bourbon to kind of push that envelope? As the saying goes, Portland is weird. Perhaps it's something in the water. It turns out that there might be some truth to that. The Oregon capitals primary water source is supplied by the bowl run watershed. It's also the key ingredient in one of the city's most popular watering holes, Bull Run distillery, the boulder and watershed is a very unique water source. It's protected by an act of Congress back in the 1870s. And the city's fathers got their hands on a beautiful lake up in the Cascade Mountains. 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We were you know, you know Pappy is sold for $15,000 at auction. You know, I there is a bottle that went for $100,000 once it was the Parkers unity bottle, but that was for a special cause and had everyone's you know, whiskey poured into it. So, you know, it would have to be the right bottle and have to be the right option. And the problem with bourbon is is that The new charred oak keeps it from really reaching the level that the Chinese and the other billionaires in the world are comparing it to scotch. Even us even we are comparing bourbon discussion a continual basis and so just imagine what the people with money in the private jets are doing. You know, so they're they're looking at they're looking at bourbon and thinking that $15,000 for a Pappy Van Winkle at auction is is a value you know, we're not thinking that but you know that's that's what it comes down to is the people with money will always look for what is scarce what is rare, and what no one else in the world can get. 45:47 We do have the thousand dollar Mint Julep by God. 45:53 And it still tastes like ass. 45:56 I think we got kind of like One more. One more question. Kind of kind of tailor on the thread that I'll let you go Jordan, because I don't know if I still got your answer there. If If you think bourbon is at a level playing field or if Do you think it's actually undervalued or overvalued? 46:11 Do I think bourbon is undervalued? I got you, 46:15 I get you to tiptoe around it now. Now, the hard questions. 46:18 No, no, I don't think it's undervalued. I think it's right where it probably should be. I think if you're in the business of bourbon and you own a brand, or a distillery, then yeah, you think it's undervalued and you want to you want to make more money off of it but from my perspective, as a consumer because I do buy the majority of the bourbon I have I do get media samples but I spent a lot of money on bourbon and I will tell you that I won't spin secondary prices on a lot of bottles to include, you know the Pappy Van Winkle of the world. I what I will spend crazy money on It's something that was made prior to 1962. So I don't think bourbon is undervalued. I think we're we're on the verge of you know jumping up too much and pricing. When you see the Buffalo Trace antique collection, and a lot of these other really like the four roses to me the four roses limited edition small batch is my gauge for limited edition Bourbons because that their releases year in and year out have been so good. And I would put any release of the four roses limit edition small batch up against any any other distilleries whiskey to me, so that is that's the bourbon I always look to when it goes up to $1,000 and we've got a problem mixers, 47:51 we got a ways to go then. 47:52 Then we do it. We do have a ways to go mixers. They went ahead and Look at looked at the secondary market and saw what people are doing there. And they price their their celebration, which is fantastic. It's great whiskey, they price it at $5,000 XRP. And so you will see that sitting around so i think i think there is a limit right now for what people are willing to spend at least publicly and for American whiskey, but I don't I don't think it's undervalued. I think it's about right on the verge of going to Hi, Jordan, what were you going to know I 48:36 was going to say going back really quick to not the million dollar bottle of bourbon but more towards you know, don't get me wrong American distillers if they can and they can push into that higher price range they will and you notice them pulling a page out of the scotch playbook to write double Eagle rare sure it's a value. a one off special bourbon, but it's also a super expensive glass bottle right the Woodford bankrupt battle being sold and customs or duty free shops. Only Right, bourbon is going to keep trying to do that. And you have to remember a lot of really expensive scotch, what you're paying for is a really legit crystal to cancer that that in and of itself is a ton of money. Right? So if they can tap that market Don't get me wrong distillers will if they find the trick, they will start doing that. And they will readily do that too, because no one wants to leave money on the table. 49:17 And so there's there's kind of like one one of the things that was kind of on the trail end of this quote was influential folks, like you continue to say that bourbon is undervalued and the producers will continue to respond accordingly. So Blake, we're all looking at you. What do you think? 49:34 It says influencer. 49:37 mean, do you think do you think we're the problem? Sometimes when we say stuff like this? 49:41 No, no, because I mean, there's a whole culture around bourbon that's that's pushing it forward and all these different releases and you see, some get hot and spike and then others that kind of fall off but I think that's just a part of it. You know, that's part of the bourbon culture and kind of what was a big part of the Facebook groups. So maybe we won't see that anymore. But yeah, that's, you know, it's just obviously nobody wants to pay more for these products. But at the same time, it's kind of like, you know, going back to the trading cards if something gets hot, and everyone all of a sudden wants it. And that's just what happens when there's more demand. So, absolutely. 50:22 So let's go ahead and kind of move on to the next subject. You know, as we start talking about value and everything like that, we got to look at just the greater market of what's happening here with inside of just American whiskey and there is a new report coming out from research and markets. com. That is saying that the overall whiskey market is expected to grow at a compound annual growth rate of 9.9% from 2019 to reach 16.8 billion by 2025. And this focuses on bourbon, Tennessee and rye whiskey. So the growth of this particular market and American whiskey is mainly attributed to the grown to For premium American whiskeys and a rising number of super premium and ultra premium brands, rapid urbanization across the globe and fast growing cocktail market. So Fred, you know, you're the one that kind of wanted to talk about this a little bit, because I think that you want to stress a point about, like how important this research is to really expanding just American whiskey in general. So go ahead and talk kind of talk about it. 51:23 So I've been I've been a journalist in some capacity since basically 1994. And research and reports is one of those. One of those are not research report. Research and markets is one of those kind of like destinations, for journalists where they get data. And it's also where people like hedge fund managers, multi billionaires, all those types of people get reports and they spent they will seriously spend up to $5,000 for you know, particular research data before they put, you know a million or two in an industry, whether it's stock or it's actually on mainstream. And so for the fact that this came from that particular portal tells me that American whiskey is getting eyeballed at a very high rate from people with money. And when you have more investments coming into it, that means we're going to start seeing more now I do know, quite a few billionaires who are entering the market, there are more celebrities coming on board, they're more musicians. Everyone is looking to get into either bourbon, or tequila, tequila as it is it is another spirit that's kind of on that same trajectory as American whiskey. So the fact that it's coming from there tells me that this is such a this is so big from a future like investment perspective and tells me that that bubble is very very far from from bursting, especially if you follow those who basically write checks for a living. Yeah, very good. Look at reports you just drive down Bardstown road, and every frickin few months heaven Hill puts up another 50,000 barrel warehouse. There's like 10 of them now, like two years ago, there was one and now there's like 10 Well, we've known that right. But I mean, the people on Wall Street, this is still just kind of been a little bit of a fancy on the side now in their eyes. American whiskey has proven themselves worthy of their investment and their money. And I, you know, and I also don't know if it's too late for someone to enter the game at a at a high level from a distillery perspective, but I gotta look at this from from a business aspect and it looks very positive and it goes back to that is it under valued? Well, I don't know if I think this more the more distilleries you get in there, I think it will actually keep it in that non undervalued category 54:10 for it. I got a question for you. So, a lot of distillers I talked to they say that we're still like 30%, where we're only like 60 to 70% of the stocks that we had in the 60s are, you know, in the 50s, or 60s? That's correct. That's correct. And, obviously, they keep saying, you know, the population is grown. You know, there's more people in the world. So bourbon still got this much more room to grow. But there's still a lot of competition, you know, like you said, from tequila from wines from beers from cannabis and stuff. So, so, so is that true for? 54:44 Yeah, we're still we're still a ways off from where we used to be. I mean, we're just now kind of getting to the numbers that where we were at some point the 70s but you go into like 58 to 1966 and there was far more bourbon that was being put But also you have to remember that there was not a lot of scotch in the market and so the scotch that was in the market was like was blends like you didn't see like a growth of single malt until the 1960s. So everybody was buying, you know, the people who had the money back then were buying bonded bourbon bottled in bond. But what happened was vodka comes on the scene, and this really is why I hate vodka, everybody, because vodka comes on the scene and starts pushing, you know, bourbon over here with kind of the new crowd. And the bourbon distillers tried to react to that. And what what did they do? They lowered their proofs instead of focusing on quality. They tried to like lower their quality to compete with vodka and orange juice. So it was a big mistake of theirs. And the scotch whiskey distillers seize the moment so did cognac. And so you started seeing all of this single malt and a lot more brandies kind of come on the market and take away that market share. That bourbon has So that is, that's a little bit as to why bourbon started to fall. But at the same time, bourbon right now is on the verge of coming back. But you have to have more investment in here, you probably need, you probably need about two or three more juggernaut distillers to really get back to where we were. I mean, huge said about this report coming out. I mean, I'm looking at the website right now. So to get your hands on this particular copy that talks about this, this forecast of 2025, it's going to cost you around 30 $500, if not more to actually get your hands on it, right. Like that's a that's a pretty substantial amount of money to pay for something like this. So I think there definitely is some validity to what you're saying in regards of the types of people that are reading this are the ones that have that type of money to burn that are investing into distilleries are investing in startups or, you know, buying out other companies or anything like that. So there's definitely something to kind of see about how big this market is growing is just from an investor standpoint. 56:59 Yeah. I mean, we've had investors on the show before, right? I mean, we talked about building Rick houses and all that sort of stuff too. So there's there's definitely room here for more things to come in from other markets and other people, for new entrants into it. It's just not going to be the big boys and the large companies that might be having this kind of stuff forever. But you know, Blake, you're, you're kind of in the financial side. I mean, like, when you when you look at this sort of stuff, is there anything that kind of like, raise your head that might think it might be a little weird or kind of off or anything like that? Well, no, I mean, I 57:30 think just, you know, kind of to Fred's point of more juggernaut juggernauts coming into the playing field is you see people like Bardstown bourbon company, wilderness trail others and on with some serious capacity to make bourbon and you know, that's got to go somewhere. They're not all contract distilling, even though a lot of them are but there's a lot more bourbon being made, you know, Jordan and I took a tour of wilderness trail and I believe I'll find my notes, but it was something like 230 barrels a day. I was there, too. Yeah. 58:01 3252 30 to 50 left 58:04 Ryan in the I was hobbling 58:07 too slow on that on one leg but yeah, so it was like 232 to 50 barrels a day. So there's a lot you know, it just, there's you don't make those kind of decisions on blind faith, I would assume you know so I assume there's market research and all that kind of stuff going into this to say hey look Wait, this is where the industry is go growing and you know, as I think it was in the show notes earlier millennials or whatever generation we are buying more because we're like sitting home drinking with our kids all night. 58:39 I got a question for everyone. So there's a lot of investor people may or may not know this, you can be an investor, say like Bardstown bourbon company or wellness try you can buy like a lot of bourbon, because there's a role in Kentucky it as they age a year and a day. And so a lot of investors go and buy a 600,000 barrels at a time but at age for you Here in a day pay X amount after it ages a year a day, it's immediately double work double, because it's called Kentucky bourbon. Now, do you think if that rule wasn't in place people would even be interested in investing in that? Well, I mean, that's is that an open 59:13 question? Well, 59:16 you know, because it really becomes a securities market at that point. And you know, if you have the money you have the right connections, why would you not do something if you can double your money on something after a year day that that's 59:32 that would have to be a whole rule change of the way I look at it? I'm like, I'm like sure. It makes sense. Like if I was to just be in the contract bourbon business, I definitely do that if they change it to say like, as soon as it's still here and put the barrel here you go Kentucky bourbon and shipped wherever you want to go like that. That's like, full stop, like next day, like I'm putting all my money to do something like that. Now, if they said like, oh, it has to be aged there for the entire time and still it's bottled, then it gets a little bit different. So I think there is that rule. kind of gives a little bit of flexibility and what you want to do but, you know, a year, isn't that long to wait on an investment sometimes. 1:00:07 I don't know. That's, I think that's an interesting question, Ryan. One that a cynical person might ask. And I go when it comes to bourbon brands and money and investors, yeah, it's true. That And that, my friend is why you're the people's champion. And I you know, I know a lot of the people who have done something like that, and after that year has happened, they've doubled down or they've increased You know, there's something about that law it has actually lowered a lot of people in and kept a lot of people away from Indiana. And Tennessee. One of the things that no one really wants to talk about, is MTP is kind of emerging. You know, they they've really hurt themselves in Kentucky. Kind of rallied rallied around and blockchains them out while Tennessee comes on board and starts plucking people off to on the source whiskey market. So in MTP is though is the one distiller. When we look at the big distilleries right now, that's really kind of hurting from a, from a futuristic perspective, because other than those old stocks, no one's really calling them. 1:01:22 And I think that's partly because you have so many more distilleries coming online in Kentucky it's like hey, if you're buying younger stock, what would you rather it say on the bottle? You know, Kentucky straight bourbon, or India or Indiana? That's, you know, I wonder if maybe that TTP rule change what would a change something about that? 1:01:45 For sure. Alright, so we're getting we're running towards the top of the hour here and I kind of want to finish with with one last one one because it's still timely. We had talked about it at least I talked about in the opening of one of the podcasts here recently, and that's travel leisure they came out kind of broke the article, but now more media outlets are picking it. up, and that is that you can rent Jim beam's historic Kentucky home on Airbnb. Now this was right on the Jim Beam property. And you can still book stays for the rest of 2019. Or it might have been sold out by now and start looking for 2020. But each day is priced at a mere $23 a night, which marks the same price as a bottle of Jim Beam black bourbon, the only catches that used to be everyone in the house has to be 21 years or older. So is this fun? Or is this a bad decision? Because this the way I look at it is that when people ask Ryan and I about Hey, where do we stay? We're going to the bourbon trail and I'm like Louisville, you come to level and then they're like what we're saying in Bardstown I go, I'm gonna put cc on Ryan Ryan, go ahead and spit out your three or four places, right? Because you know, in mobile, you've got in mobile, you got you got Airb

What do you want to do in the future? Are you living your dream? Your passion? Or, is it time to make a career change? Today, Michael Bowman of Anderson Business Advisors and Bowman's Business Brief talks to long-term client Eddie Russell, an electrician who shares words of wisdom on the world of real estate by attending the Anderson Advisors Tax and Asset Prevention Workshop. He worked hard, saved money, and slowly acquired properties.Eddie is a perfect example of how to protect your hard-earned money and assets for the future.  Highlights/Topics:  Why and how Eddie started an electrical business? Followed in his father’s footsteps Why real estate? After 32 years, Eddie sold successful business to follow his passion for properties What mistakes did Eddie make? Tried to do it all by purchasing residential properties for rentals, repairing them, getting loans, and collecting too many assets What lessons did Eddie learn? He went back to school, got his real estate master’s, and changed how he did things Why more real estate education? Eddie needed to know how to hold onto, structure, and insure properties to pass them onto his children as legacy wealth What concerns did Eddie consider? Types of entities/structures (i.e. LLCs), liabilities, costs, fees, growth, and tax benefits How to welcome knocks on the door and sleep at night? Tax and Asset Protection Workshop taught Eddie about processes, funds, where to go, and how to do things  Why was Eddie served with papers due to two lawsuits? Real estate is high-liability business; despite liens/loans on properties, Eddie’s wise decisions helped him win Why are lawsuits never fun, but scary and painful? Have the means to take care of it, before it’s too late; lawsuits take time, value, and money Does Eddie’s business continue to grow? Still building, going to town, and doing about 12-13 houses a year   Resources FDIC Form 1099-C Michael Bowman Anderson Advisors Anderson Advisors Tax and Asset Protection Event Anderson Advisors on YouTube

Hunting for rare bourbon is hard these days so many people have gravitated to single barrel selections as a way to combat it in the hopes of getting a stellar bourbon that is less expensive and more appealing. On this episode, we blind taste our way through a series of five comparisons where we try to see if a single barrel store pick can compete with past limited editions. We see if Weller CYPB, Booker’s Rye, 2016 Four Roses Single Barrel, and Elijah Craig 18 are worth the price. We also talk about flavors we prefer over others and how to create your own small batch limited edition bourbon as well. If you’ve done something like this before, drop us a comment with your results. Show Partners: The University of Louisville now has an online Distilled Spirits Business Certificate that focuses on the business side of the spirits industry. Learn more at uofl.me/pursuespirits. Barrell Craft Spirits is always trying to push the envelope of blending whiskey in America. Learn more at BarrellBourbon.com. The 2019 Kentucky’s Edge Bourbon Conference & Festival pairs all things Kentucky with bourbon. It takes place October 4th & 5th at venues throughout Covington and Newport, Kentucky. Find out more at KentuckysEdge.com. Receive $25 off your first order at RackHouse Whiskey Club with code "Pursuit". Visit RackhouseWhiskeyClub.com. Show Notes: This week’s Above the Char with Fred Minnick talks about the return of bourbon. Is it worth waiting in line or camping out for bourbon? Tasting store picks vs. limited releases. Weller CYPB vs Weller 107 pick by Cork N Bottle Booker’s Rye vs Knob Creek Rye by Westport Whiskey and Wine 2016 Four Roses Limited Edition Single Barrel OESK vs North Atlanta Bourbon Society OESK Elijah Craig 18yr vs Elijah Craig Loch n Key Wild Turkey 17yr Decades vs Russell's Reserve by Cork N Bottle How many barrel picks have you been on? Is there something on the flavor wheel that you don't like to get out of a bourbon? Have you tried to create your own small batch before? 0:00 Hey everybody. If you have a bachelor's degree and live anywhere in the United States, there's now a way for you to take your bourbon education to the next level. The distilled spirits business certificate from the University of Louisville is an online program that can be completed in as little as 15 weeks and will prepare you for the business side of the spirits industry. It's offered by the AA CSP accredited college of business. And this certificate was developed in partnership with industry experts to be one of a kind and it's going to prepare you for your next adventure. Learn more about this online program at U of l.me. Slash pursue spirits 0:37 dry oak or the sweet Oh, I'm more of a circuit. Oh yeah, yeah, I mean, that's what that's my nickname. So they call me Coleman sweet. Oh 0:56 what's up everybody? It is Episode 219 of 1:00 bourbon pursuit. I'm one of your host Kenny, and we don't have a whole lot of news but it's festival season. And for bourbon pursuit, we are fortunate that we are going to be at some of the most prestigious ones around. We had a blast last weekend at hometown rising and now we are headed into bourbon and beyond weekend, the whole bourbon pursuit team is going to be there. And we have different sessions throughout the entire weekend. So make sure you go and check out the schedule so you can be there. bourbon and beyond.com. Of course Fred's gonna be there and he's scattered everywhere. But Ryan kicks things off on Friday at 1230 with beer drinkers bourbon, and I have the final session on Friday at six o'clock pm called what is a master distiller. On Saturday, I kick off at 1225 with barrel finished versus traditional bourbon. And we're going to be joined on stage by all the personalities that you've heard on the podcast before. So we would love to see you all there and please come say hi to us. There's always going to be bourbon pursuit t shirts. 2:00 Hats available at the Fred MC merchant so make sure you take a second and stop by their last week mark 65 years as Jimmy Russell being an active master distiller and now he is considered the longest tenured master distiller around Happy Anniversary Jimmy from the whole bourbon pursuit team. Maker's Mark is unveiling its first ever limited release bourbon that won't require a special trip to Loreto Maker's Mark wood finishing series 2019 new release, RC six will be available nationwide this fall. It marks the first of many upcoming whiskeys in the wood finishing series. As Maker's Mark plans to release a new one for a limited time nationwide each year. You probably already know about maker's 46 and the private barrel selection program that utilizes flavoring staves. This release was finished and secondary barrels containing 10 wouldn't staves dubbed RC six the staves made from Virgin America. 3:00 Or season for a year and a half and then baked in a convection oven. Before being introduced to the cast drink bourbon, Maker's Mark made 255 barrels, it's bottled at 108.2 proof. And you'll be able to find it nationwide in October with an MSRP of around $60. Not only is it festival season, but it's also release season. And release season means all the crazies come out. And for today's podcast, we look at really what that means because they're going to be bourbon lotteries that happen around the nation folks are camping out in parking lots. And there's a lot of hate around flippers and liquor store owners that are trying to get the most money out of these secondary values for these allocated Bourbons. So our goal in this episode was to see if we can help folks out there not feel the fo mo or the fear of missing out. We did our best to blindly set up samples of past limited edition Bourbons and compare them to single barrel private pics. The results are interesting, but the best part about this is that you can do this 3:59 At home, find a group of friends and get together and have a blind taste off and use some limited edition Bourbons versus some single barrels out there. Heck, if your taste buds prefer stag Junior over Big Boy George t stag, you're going to save yourself a lot of headache and money in the process. But you can do this as well for things like ego or 17 versus just standard single Eagle rare store pics. And there's a lot of them that spread the whole gamut of a lot of the big distilleries are out there. And if you ever get around to doing something like this, we would love to hear your results. Drop us a line on our Facebook page or mentioned us in your Instagram or your Twitter posts. All right, it's time to dive into the good stuff. Let's hear from Joe over a barrel bourbon. And then you've got Fred Minnick with above the char. Hi, Joe from barrell bourbon here. We're always trying to push the envelope of blending whiskey in America. Find out more at barrell bourbon.com. 4:53 I'm Fred Minnick, and this is above the char want to take you back in time, a time and bourbon will 5:00 wasn't cool when bourbon wasn't selling when Julian Van Winkle had to trade bottles of 23 year old Pappy, just to get a magazine advertisement. I'm talking about the 1990s. In the 1990s there was a very important event that happened that would shape the bourbon economy for the next 20 or 30 years. And that is the Japanese market crashed. You see up until that point the Japanese market was the number one thing kind of keeping bourbon alive. You had brands being specifically developed for the Japanese such as Blanton's Booker's know as mill the entire small batch collection essentially anything that was a an ultra premium of that time was being sent to Japan because the Japanese absolutely loved and continue to love bourbon. When the market crashed. You saw how the company's decided to deal with it. You had some 6:00 Who decided to put their efforts on domestic sales. So heaven Hill basically shifted their efforts to focus on the southeast and throughout the United States. Jim Beam really tried to double down and like places like New York and Chicago and San Francisco, they had really concentrated programs there and united distillers, now the CEO decided to sell. Up until that moment, they had actually been making more of their weeded bourbon to sell to Japan under the Rebel Yell label to compete with jack daniels. They had this excess of weeded bourbon and they decided to sell it and they also decided to sell their brands. They sold Rebel Yell eventually to the company that is now Lux go. They sold it old Fitzgerald to heaven Hill, and they sold Weller the Weller brand and the stocks and the archives to SAS racks. 7:00 Those are three companies who really wanted the bourbon and they really wanted to promote it. And as we all know, that particular whiskey was quite good and made an impression on anybody who ever tasted it. And I often wonder what would have happened if united distillers decided not to sell their whiskey and their labels to three companies who really did care about promoting bourbon? I've thought about that a lot. And I've come to the conclusion that I don't think bourbon would have ever has been as hot as it is today. The reason why united distillers has always been a scotch centric company and they've never put much effort into American whiskey. The exception being bullet and you know, George decal is kind of like barely, barely gets any budget, you know, at least they're now they're, they're paying attention to it, but that particular company has never really put a whole lot of focus on 8:00 American whiskey. So I look back on that time today as we celebrate bourbon Heritage Month. And we enjoy this incredible growth and all the fandom that we have in bourbon. I look back to the 1990s as the people who truly made the right decisions that got us to where we are today. 8:22 And that's this week's above the char. Hey, if you want to learn more about the history of bourbon, check out my book bourbon, the rise fall and rebirth of an American whiskey. Until next week. Cheers 8:37 Welcome back to the episode of bourbon pursuit the official podcast of bourbon, Kenny and Ryan here in our secondary recording studios in my basement if you're watching the video you you may notice the background it looks familiar. And we have a new guest on today and I'm sure usually when people come here they're always like, I can't wait to see Kenny's basement through all his bottles, bottles, bottles. I like upstairs studio better. We got more room. 9:00 On the dining room table, you were a little tight down here, but we'll make it work. So you can see the bottles. Yeah, so when I was planning the basement I never really planned this to be like a recording space. But it kind of turned out that well now you have lights and the whole shebang. You know, it's like, real deal. We'll make it work. We'll make it work in the cramped space. It'll, that's how to happen. But, you know, today, today's topic really came as it was a good suggestion by our guests. Because when we think about the significance and what it really takes to go in chase after unicorns and limited edition releases, it's becoming almost it's been it's difficult. Yeah, it's very, very difficult. It's either your, I don't even do it. I just gave up on it. Like two or three years ago. It's like no, not camping. Yeah, you're either camping or you're paying secondary prices, or, you know, CP and other people are kind of like, Oh, yeah, well, I've got a great relationship with the store manager. I buy everything there. And and that's great. But sometimes you also need to take a step back and think like, Okay, well, I 10:00 If I just keep buying a bottle of bourbon every two weeks, and I keep buying a 12 pack of beer odds are I'm probably spending almost two months as well and I could just bought off a secondary and in my case my store relationship it caused me a probably about five to $600 in tickets to like concerts and football games and all that stuff per year so I need to add that tax on to my math whenever I'm like I'm getting these a cost Yeah, maybe not. Yeah, I was like that big man. We've a lot be actually cost you more than the second Yeah. No doubt. That's definitely how it happens. But So with that, let's go and introduce our guest today. So today we have Mikey Conrad Mikey, welcome to the show. Welcome. Glad to be here. Yes. beautiful, magnificent basement. Yeah. See, we like to hear that it's all about the ambience. Right. That's the town. So Mikey, you know, first off, thank you for coming up with this idea because this is this is great because we get to kind of look at more of the bourbon culture side of things here. We get to look at really what does it take to look at a 11:00 Very good store, pick somebody that is from a Baroque barrel selection group, or whether they're stores that are very well known for it, versus chasing after those limited releases, which sometimes they're pretty much the same exact thing as those barrel selections just either aged longer or selected by the master distiller for various reasons, something like that. So kind of what was your your reasoning behind bringing an idea like this? Yeah, I mean that the main reason is kind of already been hinted at, like, it just got really almost ridiculous to camp to spend time, energy effort, money into chasing things that you weren't always sure if they were going to pan out to be what you think they're going to be because of everyone else telling you that you got to get this bottle. It looks pretty, you know, whatever it may be. And so you know, you start to take store pics or single barrel pics from clubs or stores or bars and you're like man says really 12:00 Good, this tastes better than you know the special release that came out. And so it really is just come to a simple like reality that time is something you don't get back. And so for a guy who's married, you know has three daughters. I'm like, Man Am I am I just spend too much time trying to always chasing bourbon. Yeah, man. I mean, come on. So Miss three genetics and glasses of the past. 12:25 I mean, that's where some of the really practical I mean, thought came into play as like, really, like, how much time should I be spending and it's like, man, there's access to so many great stores in this area alone, Kentucky, Indiana, like man, there's gotta be some a better way. So yeah, that's what and Ryan always talks about opportunity costs. Being when you say yes to something you're saying no to something else. Yeah, you definitely always gotta think of the opportunity costs. It's that and then it's also you know, in the value of your time, you know, Ryan being an entrepreneur and owning a few businesses. He he has this sort of level. 13:00 Thinking, because I go back and I think of like my 2014 days of camping in front of liquor barn and being like one of the first three people there and coming away with a 23 at the end of the day. Yeah, sure. It was fun. They were good times. And now if I think about it, like what I ever do that again, like, is my time more valuable than actually waiting in line? Yeah. Yeah. I mean, you gotta look at like your salary or what your earning potential is like as someone and and you're like, all right, I just invested nine hours to get this bottle. And it's, you know, 1300 1500 bucks, you're like, wait a minute, I could have just done my regular job and you know, done a lot better. But you know, but it's also fun to you got it. You can't discount that there's something in about going to the store going out for the hunt, hanging out with people to you know, get those bottles so that you can't totally just make it a numbers thing, but it's a Yeah, yeah. And nine hours is probably on the short end of the stick. Yeah, exactly. So it's even lower cut, you know, or even bigger opportunity costs. So, so I'm going to talk you know, we're going to talk a little more about these topics as we go but one of the 14:00 things that we're doing today is we are going to be kind of going into a double blind here. And this is going to be store pics versus limited releases. And these are store pics that I've had access to that I've purchased as well as limited editions that I purchased. And honestly, I told my wife I said, Let's set these up. We don't want to know if this is an Elijah Craig pairing. If this is a four roses pairing, I don't really know what it is. She really want to expose us. Oh, I mean, this is gonna make us look real bad. Yeah, okay. So so we're going to not not only know what the brand name, the mash bill, whatever it is, but then inside of that we don't know which one either one or two is the limited edition or is the store pick? Yeah, so we're going to go through and we're going to start off with our first one here. We were going through so we always know number one is on our left and number two is on our right. So we've got a lined up. So let's go ahead and kind of start 15:00 The process of nosing through these and figuring out I know what it is. Oh yeah, just by that. You're so fast, huh? Think it's a well or one of seven. You think you're going straight with the leader off the bat, huh? So I actually I have no idea I can I that was the first thing in my peripheral vision. 15:22 So I'll give you some ideas of what we have up line today. So we've got on the store pick side we've got a Russell's reserve from cork and bottle. We've got a knob Creek pick that was done to knob Creek right pick that was done by Westport whiskey and wine. We've got a nine year nine month OESK that was done by the North Atlanta bourbon society, which I chose that one because we're pairing that against a Brent face bottle which was the 20 1614 year old SK in addition to that, you know, we already said we got a well or 107 which is also cork and bottle pick versus a Weller 16:00 After perfect bourbon, which was a sample sent by Matt q six So Matt thank you so much for sending that along and hopefully we don't disappoint you here or hopefully hopefully we can yeah yeah 16:12 I really enjoyed the nose on this one I wasn't in love with the taste or finish or anything about it Mona maybe it's just cuz my first one 16:22 I'm kind of with you on that one. The nose is there but what taste might be a little weird Yeah, I mean we all profile on any of those on so they're trying to register in my head so this is also kind of the the issue with some store pics too is that a lot of people and a lot of stores? They will they always go and they want to find something unique. Yep. And so they try to find that that off profile one and so that could be the one here that is that is the off profile side of things about you Mikey need to have a guests on me and my guess is going to be way off. That's okay. It's got my brain. Ivan land I totally just glanced over. 17:01 But there is a big drop off on the back end of this thing. Yeah. The only thing I noticed up front when I first knows it was like some cherries and always get cherry out of like Weller's. But 17:13 that's the only reason why I said that. 17:16 I don't know. Wow, this is actually pretty hard if I just tasted the second one. 17:22 The taste is a lot better than the SEC. Oh, yeah. The second one's the first one. I'm going to go back to it because it was a little, like musty gonna, like funky? I don't know. Yeah, a little bit. I mean, it kind of had that weird finish to it, but I'm like some like I said, that's that's one of those things where you know, you go into a store and that's what they try to do they try to differentiate it by having some unique pick like that. They taste totally different, which is crazy, like did Laurin do these right? I hope 17:52 I can't be 100% on that one. But I hope so. 17:57 Mikey, how many barrel pics Have you been on? I know you came with 18:00 On one. Yeah, I think, right around five, and maybe, maybe one or two more, but at least five. Yeah. Have you found to find those like off profile ones? Have you found them before, I have felt small profile ones. And my brains always go in toward the masses. Unless there happens to be a large group of folks that just wants something really off profile. But if that's off profile can be off putting to someone that has an expectation of something that they want to, they want to sip or drink that's, that's within their, you know, their taste, right? And so we even at a place like New riff, like we, we got down to our two, we did them blind, and one was just significantly different. And my thinking was, man, guys, if we pick this one, people are going to think we're crazy. Yeah, they're not going to want to ever again, right, but the other one was just it was great, had a great nose, super sweet on the front, and this long lasting kind of sweet oak. And so we chose that one. So 19:00 But usually when that barrel picks I'm pretty simple like I have this very like Check. Check. Yes, yeah. Minus or check plus and yeah, if the nose on something is really weak I have a hard time putting it into the the check plus category but 19:15 I do like the nose on a second one a lot better than the first there's Yeah, like everything about the second one better. So I'm not entirely sure what it is. Yeah, I'm gonna put my vote for two on this one. I agree as well. But I mean, we've had so Ryan lands he's been on the show before he sent us a sample. A blind sample once Brian if you remember that. Yep. And we were we were dumbfounded by it. We were going through because we were like, is this a ride? Like it's got this minty flavor. It's like, totally, that means we couldn't pin it down. And then he was like, No, just a nine year Buffalo Trace. 19:50 Like, yeah, we're like, I didn't expect that when we were thinking I was like, some will have families day, like eight years or something from MTV, you know? But it was 20:00 Buffalo Trace Oh yeah, it was a crazy one. So I think I got my vote in number two Yankee what's your vote in? Yeah number two hands down all right all right so i think you won't do the reveal I'm already on the guess oh how about just trade them off you guys can you guys can both do reveals about that so you're real all right Mikey go ahead all right I'll reveal all right so here we go here we go number a number a number 20:27 oh boy sorry guys a one number one is Weller craft your perfect bourbon OC at least now I new 20:39 stuff right 20:41 the craft your own bourbon you whoever crafted it did not 20:46 you screwed up 20:49 yeah, that's I mean that kind of goes to show you right i mean we're out of the gate we already just said that doesn't work yeah, I mean and go me wrong like store pick one oh sevens like they trade upwards of 21:00 Like $100 now, but the crappy perfect bourbon i think is somewhere around 300 400. So you know, yeah, I mean, it was a limited release. It came in a fancy white label, but I'm just like, thrilled. I got it right on the nose. I was like, you should just leave now. Yeah, I'm done. See? 21:19 My drop word done? Well, let's uh, let's go ahead and refresh or reset here and he does dump dump bug it Here we go. Here's a here's a dump glass that you can use. Just go ahead and do that. All right. Have you done a 107 pic? I have not me either. 21:35 on the list though, I had the opportunity to do it. Which you know the Yeah, I mean, the honest weird thing about doing Yeah, we're going to have a just a big ol Weller mix mix, right here. So we'll just do that. We'll save that one for later. Is it pretty similar to like doing a Buffalo Trace where you know, you get it's 46 barrels and it's very similar. I don't need that here. So one 22:00 So when you do the when you do the well everyone oh seven pick. I mean, it's there's literally no difference than what you were doing with a Buffalo Trace or anything like that. 22:09 Except you have you have this high anticipation going into it. Yeah. Right because you're like, we did it like we're here like we're getting the Mecca. Yeah. I mean, you think like, it's going to be like crazy and like off the wall. Like you're super excited for it like you get it takes more than a little Yeah. You got barely a taste there. 22:30 And then so and so we're going to use it. So like I said, you go in like super, super amped for it. However, 22:38 when we did ours, I was actually sitting there with a few of the guys and I'm kind of like, it might be like one of the few times in my life where you're like, like so crazy going into it. That you say 22:53 can we get some new barrels? Because life's all about expectation? Nothing. No, yeah, nothing was like you 23:00 We're over the moon about any of them. I mean, so it was just kind of like Well, I guess we'll just choose one of these. Yeah, I mean, they were also kind of doing us a favor of giving this group that I'm in a 107 pick at the story behind it was this is all part of the the bourbon cartel as we've had on the show before doing a 1792 foolproof pick. And we are the team that was there chose the barrel and come to find out that barrel was already pre sold. And everybody had already left like guys came in from California for this all this other kind of stuff. And they were like, Oh, I'm so sorry. What can we do? What can we make it up for you? I don't know exactly how you want no seven pick and they're like, okay, let's make it happen. Yeah. And I guess when that happens, you might get the the last barrels all the rejects right into the year. Yeah, it's like when Eddie Russell was that the Russell's pig and they're like, well, operations is on air. Nevermind. 23:59 So we got 24:00 UV here. So with BO buddy. Oh, here we go again. So I feel like this is filling 24:10 or something logic correct maybe 24:13 behind you might be, you might have he's got this he's got his senses dialed in every night. Every night he goes home and just practice I actually do now ever since we've done pursuit series like I've kind of like trying to not take it seriously but really 24:30 put some effort into it. I can train my nose and palate. I don't know. I mean, it's I don't know I enjoy it and you know, so I've really, I'll probably with on this one so I don't hide me up too much. 24:44 But I just know it's like an alleged occurred to me up the gate. All right. I can tell you after the taste. I don't think it's Elijah Craig. Oh. 24:52 I think it's a rye. Oh, yeah. Because I had one Rive blind set in here. Maybe it's like a 25:00 bourbon and then you get four roses and some of the different recipes you get some of like a minty profile to it as well so yeah there's this earthy 25:10 earth you bite at the end 25:13 yeah it's definitely like you said get the ride and it's really standing out 25:20 we are more like a kind of peanut II nutty kind of, well, one of the things that threw in here I said there was a ride blind so there's a problem is the rods that you did are like gateway rods. Yeah, well, I know I don't know if their gateway rise because of the ride that I did. I did. I did a knob Creek Westport whiskey and what it was for what sports really known for a lot of good store pics. Chris has been on the show before from there. But I said what's a good limited edition to pair this up with and there's not I ok. I tried to be a smart consumer so I didn't go out and buy like the knob Creek hundred and 30th or whatever it was. I came in the box. That was like 26:00 150 bucks, but I had these. These had a bottle of knob or a Booker's rye sitting around. And so I said, well mean it's still Jim Beam at the end of the day. 26:12 Both of them like art super dry, heavy on the taste. So let's see if we can see if we can figure it out and blind. Hmm. I'm worried. Yeah, she's like, 26:25 I'll tell you a story because Booker's right, I bought a few bottles of them. When I told myself I said, You know what, like, I have a lot of money sunk into these things because they came out at 303 50 retail. And I said, I said maybe when it hits 1000 What's the perfect boogers raw? Is it cash flow? Its cash. Yeah, I mean, I think it's like around 100 and hundred and 10 hundred and 20. Some most most of the Booker's around 120 proof. So yeah, you could probably expect that now. I'm also it just seems like there's a huge difference in the 27:00 First and second one. I don't know. Maybe it's just me. Yeah, you might be right. I'm getting more ethanol knows on this first one. 27:08 But which one do you enjoy more? And the first one that I'll call like really 27:13 overpowers kind of everything for me there obviously, now that you said there's a lot more ethanol on the nose, 27:20 like on the nose and the palate and just really just takes over well and you know, also I can't be 100% of these are rise or not So, but the second one is so light, 27:34 and gullible. Is that word gullible? Not even close now, or do you think this could be I don't love either one of them, but I like the second one better than the first like now that I'm tasting it. I don't know if it is awry. I don't think it's a wrong at this. This might be the difference in the four roses. Yeah, because it could be the Brent face 14 year OESK versus the 27:57 the nine and a half year or nine nine 28:00 nine year nine months, North Atlanta Bourbons pick and I I chose both of those. I chose the North Atlanta one because the Brett face bottle was all OESK and this was one of the last store pics that I had that was also only OESK. Alright, so if you had to choose one where do you going with 28:25 I know hopefully their listeners I'm bored. Well 28:28 the comments going rolling around like I said, I don't love both of them. I think if I had to pick I'll pick two just cuz 28:37 like one just so I just get so much alcohol that I can't really taste much else whereas to I can kind of get some 28:46 basic bourbon notes you know a little bit better. They're both pretty underwhelming for me. Not underwhelming, but just very average number one has a bit more of a punch to me. Yeah. Which a lot of people think that 29:00 is hot or its heat. Yeah. I don't typically mind it as much. However, number two definitely has a little more subdued. Little more oak. Yep. And I like my tannins. So I know he does. Like, yeah, he's cheap for tenants. 29:19 Dry oak or the sweet. Oh, I'm more of a shadow. Yeah, I mean, that's what that's my nickname. So they called me come to sweet. Oh. 29:27 Alright, you want to reveal this one? Kenny. All right, I'll reveal this one. So I'm on number two. Ryan. I'm number two as well, man it is it's a close tie. But the ethanol knows on one. I yeah, I got I gotta go with to, to just got much more sweeter kind of reveal. All right, well, we kind of nailed that one. So this was the four rows. Okay. 29:49 Number two was the bread face bottle. It was the 14 year OESK barrel strength Limited Edition. And then the first one was the nine year nine months. 30:00 SK gotcha so in this particular instance the limit earliest when the limited release me yes so how about it? Alright, so let's go ahead and dump them out and get ready for them the first one was a store pick right the Yes The first one was the store pick that's correct grab another glass over there Ron if you can and will create our glass or dump glass over here. Mikey are the ones you've been on where the most memorable barrel pics or any stories from those two mean hopefully the one you went on with us but yeah you know no pressure 30:33 I mean Buffalo Trace is always on someone's just picking a barrel there and doesn't matter really what whiskey it is the set to get into a pickle Buffalo Trace it's on everyone's list right? So that one was great. I really as far as like tours go and overall barrel picking experience, man I mean castle and key. They they even though they don't have anything on the market yet, like the ability to taste arrived or weeded and then lay it back. 31:00 down. I mean, the experience overall was really great there. So I feel like Yeah, it was. That was overall my best so far. And you know, Buffalo Trace was great as well. But out of the out of the few that I've done, castle and key was, was hands down my favorite. And usually I'll try to point people toward a tour there for coming in from out of town, the castle and key I was kind of blown away with like, I'd seen it before the renovation and went, I knows time sensitive information. But last week, you know, last weekend did a pin hook pic with the breaking bourbon guys and man, that place is awesome. Like it is like the gardens are beautiful. Like all the architecture inside like it's a great blend of like modern architecture with old architecture like I just 31:47 I mean, it comes with a steep price tag. I think they said their tours are like 30 bucks. Yeah, for an hour. But I mean, but I know that I mean it's totally different. Like you could literally spend Well, we did spend six hours 32:00 If you wanted to you could spend all day there. I mean, it's it's a great beautiful location. Yeah. If you're a history nerd like I am. So there is that kind of on beyond that adds to the experience. Yeah. I mean new riff they're new, but man, they take care of you really well, there as well. So some of it is just, it's just different. So that's, that's the reality of some of these pics. Like, some might not be better than the other but who's our least favorite? Should we not say that we bought and again, bye bye. Yeah. My bad. No, don't do that. 32:32 There's really not some that are, like terrible, right? None are actually terrible. 32:38 I mean, the only ones that are terrible. 32:41 Maybe my opinion is terrible is that you don't even actually go in the barrel pick. You just have the sample ship tonight. Yeah, like that's just Yeah, I don't know. I mean, obviously, geographic geography kind of plays a role in that. But yeah, it's it's not as exciting. Well, it's just part of what it is though. There's probably very few people that go on a barrel pick and walk away, saying 33:00 I wish I would have done that barrel pick. 33:03 Yeah, that's that's probably very true. So I just so we're here at letter C Now I keep wanting to say the number c so letter C, and often knows like the nose right away like I'm like pulling number two, like way ahead of the pack here. Yeah. 33:21 They're both the both noses are far better than the ones from the last rounds. Like on the these two. So we're tasting right now trying to figure out exactly I know where we are. Right? We are. We are easily and Eliza Craig land. Yeah, this is totally worked on. I gave that spiel about how I'm taking seriously, I'm failing pursuit series. That's okay. But I mean, this is a work in progress. So, you know, the life of Craig brain in itself, like I'm a huge fan of it. Oh, yeah, they're, they're doing it. They're doing a lot of good things in regards of not only putting out what people have been asking for for years, which was a very 34:00 Proof release, you know, they brought out should I say reintroduce the 18 and 23 year expressions A few years ago, the only thing that you can't find anymore is the 21 year expression. But you know, honestly out of those older expressions and by the way i can tell you OA you can totally tell right just first said what each one is. Yeah, so I can tell you exactly the comparison here what we're looking at and ones and Elijah Craig 18 year another is an Elijah Craig store pick that was done by the lock and key society so lock Oh, I thought you were saying the first class logic Craig. I'm like, No, it's not. A second one is why I don't know. I don't know. Yeah, but I'm just saying. I'm just saying the lineup and so anybody that's unfamiliar lock and key is based out of Julio up a New England. They're a pretty big player in that that store pic world. They've been doing it for years and years and years. I've actually got an old store pick. I'm down. I think my last job 35:00 of one of the the last ever Bernheim we store pics that were ever available. Heaven Hill what opened up to doing your own Evan Williams your own Bernheim, your own header mechanic all that sort of stuff then they kind of put the handcuffs on you to is definitely got to be the 18 and one is the 35:21 it's that eight to 12 year like Elijah Craig got the nutty toffee candy bar notes like stuff I enjoy so I'm definitely like one year program pick to the Hollywood pick two. But you know when I was when I was talking to Mikey about this and we were talking about store pics versus limited releases I actually thought I didn't do it but I thought about doing it because it's not actually technically a store pick or store release. But I said what if we did an Elijah Craig barrel proof versus like a nine year like will it family estate? Oh, yeah, I was like that one actually might be that would be pretty comparable. Well, obviously it is comparable. 35:59 It's the same exact 36:00 Liquid but both of these are really good Actually, I prefer one just because it's kind of got some of the sweeter not your candy bar kind of notes that I like. But that's just preference and I think number one, it's pretty easy to see that the 94 proof plan Oh yeah. And that's I think that's also evolving on both of them. They're both very light. Well, I mean, Mikey, like, tell me about this like, what would what in the market would change if heaven Hill opened up a logic Craig program and they just said, Yeah, put it a barrel proof. Yeah, I mean, you're going to get a wider range. I think of a first off people wanting Elijah Craig. Because it is it is very 36:44 I don't want this I don't want us to use the word delicate but I will use the word LB feels very delicate. When you put it next to the the UCLA team. There's a lot more depth to it. I think there could be a lot more depth to a single barrel pic of alleged credible 37:00 Proof if they would just open that up I guess it just depends on your consumer so like if you're you know the the first one like for what I think it's going to appeal to more of a almost a common but i mean you know like you know it's just because it's it's not the it's not the enthusiast in mind here it's very approachable very enjoyable but like get to you're definitely gonna get like you said more complexity depth 37:28 to might be more off putting to like a common consumer I'd say common but like, you know, or new consumer but I don't know depends on your consumer but I want the barrel proof because it's logical. Operators are always home runs like I've never had a bad one. Can't say I've ever had one. Well, I mean, there's the mean. So you know, Mike Sahni personally so you know that there's a lot that actually goes into making sure that an electric guard barrel proof isn't just a mistake, either right? Like Like they, they choose barrels specifically that go in 38:00 into it 38:02 which is a little bit different you know we've we've talked to the people that haven't Hill and when you talk about Elijah Craig 23 or when you try to find 23 year old barrels, it's actually very very hard. Yeah, and end up dumping a lot of them into like, just Edwin's Black Label because it's so it's so it's undrinkable. Yes. It's the oak is just overpowered. There's a bank on that point, right? There's, there's Law of Diminishing Returns without like, you know, can and somebody went the good thing I learned to catch lucky with the Pinot guy, because I was like, so how do you? You know, you have a really good barrel it say like 12 to 14 years. Like do you bottle dinner? Do you let it age? Do you know to keep will I keep improving? And he's like, No, he's like, Do you want something that's going to age you need something that's really soft, elegant, sweet at that age, because the folks really at 15 1617 is really going to start to overpower it. If it's already ready, you know, does that make sense? Oh, no, it makes sense. And so that that was kind of an 39:00 Lighting because we talked about, you know, US buying some 14 year and sitting on it for three to four years. But we were like, how do you This one's really great. Should we just because it's so great we hang on to it or should we look for something that's will do better with age? And that was kind of good advice. Yeah. And it's always a it's always a costly mistake if it never works. 39:21 Well, we'll just bottle it anyway. 39:24 No, okay, so let's go ahead let's reveal this one because I think I think this one yeah, is as bad as it sounds like I knew the bottles I chose them going into it. However, I let my wife figure out exactly what we should do. However, I thought we had Yeah, it's it's I mean, we want to live correct tangent for 39:44 a bit funny. It feels like not Brussels. 39:48 It would have been funny, but yeah, this one's too easy. The locking key and see Tuesday 18 years. Oh, yeah. Alright, so good work. So I mean, but the thing is, is like I don't mind 40:00 lock and key one like you're right like it's totally like a good drinkable bourbon. Yeah, for an average consumer that just wants to get into it. However, 40:10 I don't know if a lot of the electric barrel pics are speaking to the the enthusiastic market yeah maybe they'll keep going it's still fun it's still fun to go you know you talk to people from like bourbon Crusaders and they come out with a lot of good pics too. And the thing is, is though it's just kind of like I just wish they didn't take it down in 94 proof you know there's there's something about when you cross under that hundred threshold that I don't know Mikey, have you found anything underneath 100 that you're like, Hey, you know, like I can do this every single day like there's one there's one bottle and Brandon I do and I did this in the blind. So that's how I know. But maybe I don't know the proof. Exactly. But George Remus. I tend to like I like that bottle. 40:59 Not a fan of 41:00 why they chose George Remus of all people But anyways, you're part of the ground 41:07 and stuff is not necessary someone to model your life after. But But Remus Yeah, I love I love that bottle. I love the bourbon in it. I think it might be 90 proof. Yeah, typically under 100 proof like, like, you have to get into some dusty. He's like, okay, dads, and I mean, and we're like, 41:27 you know, like Victor's 20s or something, you know, because they're 94 proof or they actually might be right I don't know I've got one back there but I don't feel like getting up and looking at it. And so we're handing everything to Ryan do not mix see one and see two together like because 41:44 ECA teams just too good. I like it like it. Yeah. For me, for me. I love Elijah Craig a team when I am I'm sitting in the basement, and it's late at night. And like, I can't do like a barrel proof. Like it's just it's just like 42:00 I'm not able to go to sleep at night if I if I got that back in the bottle well who knows I've got it's a long day ahead of us still so yeah, you know I liked 18 I mean it for me the tags really sit and kind of dry and just like on the in which it kind of sits there and lingers for a bit and I'm like hi go away please 42:20 see not me I mean I'm Mike What about you like Do you like tannins? Because I like I said I like a lot of rich oak complexity complexity that what those really bring into it. I mean, that's it for me when you when you get a lot of oak that means that the barrel is doing something like tremendous and that's that's really what I get out of it. Yeah, I I'm a fan of the sweet oak if you can give me a finish with a sweet oak and like a dried cherry name that just last four days. Yeah, I mean, sign me up. Sign me up. Not a fan of the dry. Oh because much. I feel like it's got my get your lip smacking back and forth. 43:00 And just makes you thirsty. Not a big fan of the drive but the sweet Oh yeah, it doesn't make you feel like oh man you can you can almost taste the process. Yeah a little bit so I'm with you on that one and that's what I mean I'm a fan of just open general because it definitely is more of an overpowering flavor like up. I'll put it to you guys is like is there is there something on the flavor wheel right i mean we've all seen before that that you don't like to get out of a bourbon. 43:33 The 2019 Kentucky's edge bourbon conference and festival pairs all things Kentucky with bourbon. It takes place October 4 and fifth at venues throughout Covington in Newport Kentucky, Kentucky's edge features of bourbon conference music tastings pairings tours and in artists and market Kentucky's edge 2019 is where bourbon begins. Tickets and information can be found online at Kentucky's edge calm 43:58 as the saying goes 44:00 Portland is weird. Perhaps it's something in the water. It turns out that there might be some truth to that. The Oregon capitals primary water source is supplied by the Bull Run watershed. It's also the key ingredient in one of the city's most popular watering holes, Bull Run distillery. The boulder and watershed is a very unique water source. 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Use code pursuit for $25 off 45:00 Your first box 45:04 I'll put it to you guys is like is there is there something on the flavor wheel right i mean we've all seen before that that you don't like to get out of a bourbon. I mean for me definitely like some people some people are like oh I don't like like orange zest or orange peel or whatever No, I mean honestly I like freer freer whiskies I really like 45:25 like I'm with you know we're talking the barrel guys I really like when you get those like great notes and just too much because very off putting for me, like like he said, he gets dry and you're smacking your lips and like trying to get some moisture back into your 45:42 region, you know, but 45:45 other than that, I mean, I obviously I hate young stuff like where you just get green forward, you know, grassy or like, where it's like hey are you know, we I won't name any names, but we've had, we've had 46:00 You know, that's just very off putting for me. I agree. I agree. It's the last thing you want to do is sit there and expect something and then all of a sudden, it's like, Did I just mow my grass a second video? And that's in my mouth? Yep. Yeah, for sure. Alright, so now we're on letter D. So, you all won that one. Right? Well, I mean, I should say you all, like I said, I'm a nice person. Yeah, I think like I said, I'm just a fan of of what they do there. However, you know, that's the limited release, you know, so limited releases up to two one. Well, that's a hard one, though, because it's because it wasn't the same proof. It wasn't, you know, yeah. You can get in the gift shop almost every day. Right. Exactly. So no, not this isn't limited to Maryland, Maryland. Okay, that's a hard one. Yeah. And, and, you know, there's it To be honest, like there's a lot of things that we thought about that we couldn't do today. So, we looked at the the potential of doing an old forester single barrel versus an old forester birthday. 47:00 But I would have been a good one. Yeah, problem is, we haven't been on old forester. 47:05 And I guess we need to probably line that up. But the other thing it was like, just weren't thinking ahead of time enough to be able I sounds like a little like, let's go ahead and get it. And then the other one was looking at 47:20 Oh, gosh, I'm like looking at the bar thinking, Oh, yeah, we're looking at doing like a and this is not even a store pic versus limited release. But this is like a Sazerac rye versus a Thomas h handy. Yeah, it's like the proof 47:33 is me too crazy. Like you go you'll be able to pick it out like well that's and that's the problem is that like to do any of these with the the antique collection actually be pretty difficult to do. Because you could do a stag where's the stag Jr. Maybe? That was about as close as you could probably get. But you know, when you look at Eagle rare 17 versus regular Eagle rare, I think you're gonna hit the same exact problem that you saw at the Elijah Craig. It's just gonna be 48:00 Rich of depth of the oak. The same thing was Sazerac, 18 and Sasha cry, it's just going to be the richness and depth, I mean, you're going to hit that same problem no matter where you go. 48:12 So there is there is a reason why they make limited releases. It's just trying to find some of those limited releases that matched sort of the either the same proof or profile or age that I think that you really need to try to find and get out of this. 48:27 I love the nose on both of these. Actually. 48:31 That's pretty common with Russell's, which I think this is I don't think so. The other thing is the Russell's, or anything. It's raw, I guess, right? I mean, I haven't tasted it yet. But it's only because I know. 48:43 Because, you know, right now see, I need to stop it. Okay. 48:50 So far? Yeah, we've been pretty good. So Mike, you all kind of point this question over to you because I know that there's a lot of people out there. Travis Hill. He's been Oh yeah, for totally rock and 49:00 Yeah, there you go. And there's a lot of people out there that try to make their own four roses. Limited Edition small batch. I mean have you have you looked at creating your own kind of like small batch out of like different store pics or anything like that before I've not done it with great strategic content to create a certain brand or for the lease I have done the you know, the classic blend bottle or simple call infinity bottle. It was infinity until I tasted it and liked it. Then I stopped and then they became my blend because I stopped putting things in it. Yeah, so people would people tasted like this is great. And I give it out. And you had a record of it out like Exactly, yeah, regret it. Yeah, I do keep your record but I yeah, I lost it. But yeah, I would give it my dog always doing like bottle shares and things like that. Get people assemble, get everything done what it was, and they were like, this is really good. What is it like? It's actually just a blend of like 17 different two outs for else and things that were time, but I've never done it intentionally. I haven't 50:00 guys that's tried you know the the poor man's Pappy and have tried to recreate the the Al young with the blends that they think will work but sometimes it's 50:09 in there 50:11 there is something to it. You know, there was there was a blind taste in that Blake from bourbon or hosted years ago that I was a part of as well as a few other people. And oddly enough, like he sent six samples and we had to rank each sample kind of like flavors and everything notes and everything that we're getting out of it. 50:31 And, and it was it was it was so climatic at the very end because it was all happening. You know, he sent the samples we submitted him. And then at the very end, you know, we all got on YouTube or Google Hangouts and promoted on YouTube and we all got on there and come to find out the variant. The number one bourbon we all love was a exactly what you said a poor man's Pappy that was mixed in a ninja blender. 51:01 Me and I don't know if it has something to say about aeration. I don't have the something to say about anything else but it's this like, Yeah, he literally threw in a ninja blender. Yeah. And that's what one out of like, six different Bourbons. So it's crazy it kind of goes to show that you can 51:18 can always just think that the most limited things are going to be the best things. Yeah, I'll probably be adding a ninja blender to my Amazon wish list here Yo, I have they are fantastic. My quick smoothies and movies and bourbon What else? What else you want to mix just don't mix the smoothies with the barber. Alright, so for me I already know like what this is I can smell it. I can taste it. So two is going to be it for me. tues definitely, I mean, I'm torn one would be a great everyday drinker. It's got a lot of complex like great it's a great poor but to is like, to me is like really like something special. Like 52:00 That I would want out of a limited release or like a store pick, you know, something special. Like, that's I really like to so I they're both really good I already I mean, I can just buy the nose and it tastes like already know what they are. So my camera on a push over to you is to worth like $950 more right now. 52:20 That's a great question. 52:23 What is that? Because that's that's ultimately I mean, I'll tell you what if if it's reversed in the reveal, I will I'll just go ahead and wrap it up. I'll put my card like listen bourbon pursuit over my case the was 15 point proof difference, you know, between the wanting to 52:42 which kind of gives you a hint, but yeah, it'd be funny though if they are reversed. Hey, is the 52:49 question, but I think it has an easy answer. And there's no price difference wise, there's no way 52:56 if you want something that's simple, and there's there's nothing 53:00 off putting about this, right? To me, there's nothing like putting at all. But this one does have the number two has a lot more depth character. And the proof differences, definitely evident. 53:15 Especially on the back end it just stick in there to your tongue in a good way. I mean, at this point, there's, there's a lesson to be learned here. Right? I mean, we're, we're four or five deep. And I think we've already noticed that when it comes to special releases that the age the age is the important part. You know, the age adds a level of complexity and characteristic to it that you necessarily won't get anywhere else. Yeah. So far, we were dumbfounded by one, right. Yeah, having a 53:45 Weller 107 pick that actually beat out the Weller craft your own perfect bourbon. From then on. It's been really a difference in age. Yep. From there, I mean, it's Yeah, it's hard to replicate well, and that's why I mean, 54:00 With like NGP you know people go crazy with like the 1012 for it. It's more has to do with age like the age age whiskey is great like these Tennessee age whiskeys are fantastic. Like Kentucky age stuff it has to do with age like it's not necessarily the magic pill, the Jews, whatever, it's when you get to that 10 to 14 year range it there's magical, you know happens right there and it's it is it is what it is. Alright, so I'm going to go ahead and do the reveal. Because I can't wait anymore. Yeah, that's exactly what we thought it was. So D one was the knob Creek from Westport whiskey and wine in D two was the but they didn't try. They did a great job on do you want I mean, that's a sore pic for me. Yes. And that's what I mean. That's, that's the thing that we talked about the whole entire time is that you can get that for what 60 bucks versus 950. You know, it's I mean, even if you were if you were even on top of it, even when it was 450 55:00 Yeah to even get your hands on it so and this was years ago so it was definitely a tough way to to make it happen so again this is one we're not going to mix yeah do not do not mix these guys after the show is over y'all we are going to be probably just celebrating with the rest of the stuff we like to drink covers. Yeah the leftovers right. So the best of the all infinity bottles if you will. So Mikey, ending on a lot says elimination we have Russell's we 55:33 can i can tell you right now because I was a part of it. We're pouring out letter E. And we do with letter E like I already know what it is versus the brand. However, these guys don't know what it what it is. So I'm going to go ahead and just kind of reserve my comments for absolutely everything and just let them figure it out. So you know as we as we start going down this path though. What do you 56:00 You found like the most interesting well so far I mean the three three limited releases have one versus the store pics wishes Do you think it's a Do you think it's an oversight on our part that maybe we didn't choose the best comparisons because as I mentioned earlier like it's it's age versus a lot of stuff some I don't know though because I mean it store pictures still getting really good pores I mean, but think about it like think about other brands like I mean look at the shelf like is there anything else that like we missed going into this like think of like, like I said, we already talked about old for certain for suburbia urban bag would be the bag and stag it's Junior would probably be a good one as well. Like I said you could do like you could do a 7092 full proof versus like a Kentucky alpha later. Oh, cuz cuz you you think that's where it comes from? I think so. So that's your that's your excuse guess? Yeah, I think so. But I was way off on Sunday. 57:00 These guys have them. So, but yeah, I mean, other than that, I mean, because you got some MGP stuff, but like, they're all there. There's such a wide range like from person. It's hard and it's not often there's not like a ton of everyday offerings with MGP. Well, we had talked about this beforehand. I've tried to figure out like, Is there a single and that's that's an I guess that's the problem when you get when you get to what we can do this but it might kick us in the teeth like a pursuit series versus 57:31 decal, you know. 57:34 We're not well, just kidding. Well, 57:37 it doesn't exist. Yeah. So that's the other thing. Yeah. But the other the other part of it was ready barrel, I guess. Barrel versus procedure. They do a lot of blending. Yeah. So that's not a true comparison. So I mean, it's it's an Indiana country, I think the will it will it versus Elijah Craig barrel proof would be a good one because just to get it out there. 58:00 Yep, I mean, who knows, but I mean, when I look at it like I, it would have been good to do like a regular Booker's versus I mean, Booker's I didn't want to open up a book or 25th for this I was sorry just be honest with you, I'm not going to achieve f4 but I mean, that versus Booker's 30th or something like that like Booker's vs Booker's because at the same exact, you know, the end of the day, like each one of those is very good in its own right. However, like the the proof points are can be a whole lot of difference. Yeah. When you get to that high improved and you're in the hundred and 25 230 130 proof. Yeah. Who knows if your your your your taste buds in your flavor profile can actually discern a lot of stuff that's actually happening at that level. Yeah, right. Actually. Oh my gosh, like I'm tasting these I'm knows the side by side. I don't think I can tell the difference now. So now we're doing a wild turkey comparison. Russell's reserve versus the 17 year decades for 59:00 Nice. And I mean on first on first knows, like, there's no difference. There's no discernible difference whatsoever. The first one? 59:12 I don't know, they're pretty close. I was like, the first one may have a little more alcohol, but I don't know. That's they're pretty similar. You mean and this is and this also goes back into each conversation right? I mean like when we talk about age like 17 years you expect to have a lot more depth on the complexity a lot more more of this sort of stuff. However, we've we've seen the praises of Russell's reserve for years. It's one of the best single barrel pics that you can get out there today. You know, me and the best I can I'm one of the not been altered and pick yet I'm turkey pick y'all man, but you're the one actually brought today's pic. I didn't know. So I'm getting I mean, maybe it's because I do get a little more ethanol on the first one. And then I go straight to the second one. The smells a little sweeter. Yep, I'm totally getting a little sweeter on the second one. 1:00:00 But they are very very close. I love both of them. I knew that was was like I mean Russell's are one of those things you can just knows all day. Both these are fantastic. I mean it, it's actually very good number one is really good. 1:00:15 It's actually very hard to find a discernible difference. I mean, there's a little bit of difference in the taste, but it's not so much that you're like, Okay, this is this is a difference of $100 right here like it's it's it's very, very different. tues got I don't know I like the mouth feel have to like it's got and it's got more like a little more sugary brown sugary, kind of syrupy kind of texture to it. One is very good, but two is kind of more I don't know just real rich and sugary to me like syrupy like they're they're pretty damn close are very close. I mean for something that's almost like a mean it's not it's not a decade's worth of difference, but I mean, you're looking at at least six to nine years. Right of what you see between 1:01:00 Some of the older reserved pics from Russell's versus the decades releases so I'm going to go with two but not that much. They're they're pretty close tues oily on the panel I don't know you kind of want to yeah two is got a longer lasting finish the nose is sweeter 1:01:20 sounds like for you it's a landslide one this is a yeah for me it's a landslide too so too Alright, so Ryan there go ahead and reveal the last one we have today. 1:01:30 haha what do you think? 1:01:34 Well it sounds like it sounds like you're gonna toss balls with sounds like well so two is actually the CFPB pick Oh 1:01:44 decades There we go. So yet another chance where we get the final store pick Yes, you do single barrels making a comeback. I mean, when we look at the results from today, I mean it's three to two but it's not it's not a it just said a landslide victory. I mean, it's it's something that is it's a 1:02:00 It's almost comparable, if you can find that, that one little place that does really good things, versus somebody that just, I don't know just accepts it or finds the barrels at the store and does whatever. There's there's actually validity to the, to the that. By the way, this was all for science. Yeah. So make sure that everybody knows is all today, but it's all subjective and we don't matter. Yes, that's also very true. And you cannot buy any of these anywhere. So it's it's it's all it's all gone. So yeah, I mean, the first two I mean, we're really like, you know, with the 1:02:40 the CYLB. I mean, I was amazed at how bad that was. Like, I just did not like it at all. Well, not bad. Not a bad for the money. Ryan we get a lot of stuff. Yeah, yeah, it's not bad. We know what bad whiskey I guess I was just after revealing it. I was like, pretty disappointed. And if anything, 1:03:00 I feel like what it does is helps people see to not fall into the trap of fo mo to fall in trap of hype because the fact that CYPB is for 500 bucks and you can get a single barrel pick a low WA for 150 or if you're lucky enough good at retail 60 bucks it's like man chase chasing one that tastes better yeah and so and it should bring some validity to those who are still into those who are blending because Ed lie is a blender and he picked this barrel at turkey so there is some validity even to like hey they they're getting paid lots of money every year to do this professionally. So let's end even if you go to a liquor bar party source or cork and bottle they have tasting bars Yeah, so you can taste these things before you get into all the gotta have it because there's a line well maybe you don't even like the bottle that you're standing line for. Yeah, it's hate tastings before you before you buy them but I mean there's there's some psychology there to the line thing. Oh for sure. I mean every everybody thinks that like 1:04:00 We've all been there. We've been in the morning, and then all of a sudden, there's somebody that walks up be like, online for. I know, like 1:04:10 there's, there's, there's a there's a group mentality to it, right? Yeah, for sure. It's not fun, but it's reality and what it is, it's animal spirits, you know, we're all we all just follow the herd, you know, so. 1:04:23 But I mean, for today, I'm actually very pleased to kind of see the results because coming away with at least two out of the five that weren't limited releases, give some justification. Yeah, well, and we're thinking today into what I mean, when you're doing store pics. It's really based on who's going who's picking what they like and whatnot so like, you know, find a store or find someone that kind of meets your what you like, and you know, that's, you can find stuff that's just as good as the big price tag Islam releases. It's not even that I mean, we had we had some unfair 1:05:00 competition to. Right mean, if you think about it, like the logic reg. Yeah. 18 year versus like a nine to a 12 year? Yep. It's not it's not a fair competition. So when we think of which I preferred the nine to two, I know 1:05:17 a lot of people f

It’s a dawn of a new day. The secondary market is scrambling to find a new home and we look at the impact this has on bourbon growth. MGP stock prices took a major hit after reports came out that aged stock hasn’t been selling and we look at new competitors in the bulk contract game. Missouri is putting itself on the map having a legally designated bourbon, but are there ulterior motives? With Knob Creek re-instating the 9 year age statement, does it make it one of the best values in bourbon? With all of these coming together, how are brands being perceived? All this on Bourbon Community Roundtable #35 Show Partners: The University of Louisville now has an online Distilled Spirits Business Certificate that focuses on the business side of the spirits industry. Learn more at business.louisville.edu/onlinespirits. Barrell Craft Spirits enjoys finding and identifying barrels that contain distinctive traits and characteristics. They then bottle at cask strength to retain their authentic qualities. Learn more at BarrellBourbon.com. Check out Bourbon on the Banks in Frankfort, KY on August 24th. Visit BourbonontheBanks.org. Receive $25 off your first order at RackHouse Whiskey Club with code "Pursuit". Visit RackhouseWhiskeyClub.com. Show Notes: Reddit AMA with the Russell’s https://www.reddit.com/r/IAmA/comments/cme0nf/hey_reddit_im_wild_turkey_master_distiller_eddie/ This week’s Above the Char with Fred Minnick talks about drinking bourbon how you want. Let's discuss the fallout of the secondary market on Facebook. How do you think the secondary groups will shift? What do you think of the MGP stock plummeting? https://www.barrons.com/articles/mgp-ingredients-stock-aged-whiskey-sales-earnings-51564610232 Is MPG now competing with new distillate like Willet? Do they still have higher age bourbon stock? Let's talk about the new Missouri rules for bourbon. http://whiskyadvocate.com/missouri-bourbon-whiskey-style/ Do you think this will happen in other states? What do you think of Knob Creek restoring their 9-Year Age Statement? http://chuckcowdery.blogspot.com/2019/06/knob-creek-to-restore-9-year-age.html Are Knob Creek picks the best value in bourbon? Is the market oversaturated with Knob Creek picks? Have you seen variances in Knob Creek single barrel picks? How do you perceive brands when they raise prices? Thanks to Blake from bourbonr.com, Jordan from breakingbourbon.com, and Sara from barbelleblog.com for joining. 0:00 Have you held a bottle of bourbon in your hand and wondered how that was made? Sure there is the grains and the barrels and all the science that goes into it. But what about the packages on glass manufacturing, shipping logistics, or purchase orders for thousands of cork stoppers. These are only a handful of things you need to know. But with the University of Global's new online distilled spirits business certificate, you're only a few clicks away learning from industry experts. all that's required is a bachelor's degree. Go to business.louisville.edu slash online spirits. We got the four of us tonight so we're going to like I said a little bit of a skeleton crew but that's okay. Also, just the four of us know Ryan either know Ryan either he's, he's not feeling too We. 0:45 We had it we had a pretty good week. Hey, everyone, 1:00 it's Episode 213 1:01 of bourbon pursuit. And this is a Community Roundtable recording. So we've only got just a little bit of news that we didn't talk about in the podcast. And the first one is there was a Reddit AMA or an asking anything with Bruce and Eddie Russell. There was a lot of talk about the cornerstone rye, which is part of their newest release. But there was one question that came up on the subject of dusty that I found pretty interesting. And talked about if there's any plans to release some older age dated bottles that have a similar makeup or construct a some of the dust sees that they've had before. Obviously, some of the thrill them is that they're no longer produced. And, you know, we've all had a taste of probably try some mid 80s, Wild Turkey, cheesy gold foil and the likes of that. And of course, many of us would like to think that hell that it's never going to happen. No one can replicate dusty, but here's what Eddie said in response to that. He said that there is some stuff development that's as close to cheesy gold foil. As we've gotten since that release. The taste is very similar. Well, that's quite the cliffhanger and that's about the juiciest detail I could find. If you want to read the entire Reddit AMA. You can get the link in our show notes. Today's episode was recorded back on Monday, August 5, which would have been Elmer T. Lee's 100th birthday. We talked a little bit on the show because Jordan gave us a reminder, but what we didn't expect was to see Buffalo Trace distillery, releasing a commemorative bottle in honor of his hundredth birthday. Here's a little information on Elmer that you may have never heard before. On August 5 1919 Elmer t Lee was born on a tobacco farm near peaks mill in Franklin County, Kentucky. Elmer served as a radar Bombardier on the 29 flights with the US Army Air Force in World War Two. After flying Michigan's Japan through 1945 Elmer was honorably discharged in 1940 six. He then earned an engineering degree from the University of Kentucky and graduated with honors in 1949. Upon graduation, he started work at the distillery which back then was known as the George t stag distillery, where he eventually was named General Manager. He worked at the distillery and kind of marking a milestone in his career, he created the first ever single barrel bourbon that was called Blanton's in 1984. He then retired in 1985. Elmer continued to serve as an ambassador for Buffalo Trace distillery, and the whiskey world up until his death in 2013. In honor what would have been almost 100 birthday Buffalo Trace distillery has announced they are releasing a 100 proof commemorative bottling of Elmer t leap, this 100 year tribute single barrel bourbon proceeds from the bottle of this sales will go towards the Frankfurt VFW post 4075 where else 4:00 was a former member. This is once again as you'd think a limited edition one time only release with the same age and Nashville as a standard routinely. But this whiskey is bottled at 100 proof and the suggested retail prices $100. Now, this Roundtable, it goes through a lot of topics where we start from the secondary market Fallout to deciding if bourbon brands care about their market perception. It's it really goes in a lot of different directions and I really hope you enjoy it. But for now, you're done listening to me. So let's go hear from my friend Joe over a barrell bourbon, and then you've got Fred Minnick with above the char. I'm Joe Beatrice, founder of barrell craft spirits, we enjoy finding and identifying barrels that contain distinctive traits and characteristics. We then bottle them a cast rank to retain their authentic qualities for the whiskey enthusiast. Find out more at barrell bourbon.com. 4:54 I'm Fred Minnick, and this is above the char. This morning I made myself a big ol plate spaghetti for breakfast. That's right. I love eating weird things for breakfast sandwiches, steaks, spaghetti, random hot dogs, and so forth. I'm not a guy who typically follows the breakfast train of thought he have to have eggs and sausage. Although if I biscuits and gravy on the menu, it's over. I'm definitely ordering that. And I do like omelets. And you know, I like to play around. But I'm not someone who kind of follows the traditions of various meals. Sometimes I'll want eggs at dinner for example. And the only reason why I tell you this is because I feel like people in bourbon often want permission to drink bourbon a certain way or drink bourbon in the morning, you know before you go out fishing or at lunch when you're out with your colleagues. Bottom line is you drink bourbon how you want to and there are some rules that you should follow like I wouldn't if you spent 1500 dollars on a bottle of bourbon. I wouldn't mix it with coke if you paid $9 for one I would suggest like seeing if you really like it neat in you know, maybe use that as your cocktail mixing bourbon. But there really are no rules you drink bourbon how you want to. I will say that I've also stepped out of my comfort zone with bourbon in the last few years by making bourbon slushies. I think bourbon slushies are so wonderful and they tend to be the kind of wonderful introduction. It's a great way to introduce bourbon to someone who does not necessarily like bourbon or want to drink it neat. So if you have a little bit of time, go check out my bourbon slushy recipe, you'll be able to find it on bourbon plus.com here pretty soon. The irony of course is of just a few years ago, I was making fun of bourbon slushies. So let that be a warning to all of you. Be careful who you make fun of with what they drink is one day, you might find yourself pouring a little bit bourbon with a bunch of ice and lemon juice and sugar and making a slushy yourself. Also try spaghetti in the morning. It's pretty good. And that's this week's above the char. Hey, if you have an idea for above the char hit me up on Twitter or Instagram. That's at Fred Minnick again at Fred Minnick. Cheers. 7:22 Welcome back to another episode of bourbon pursuit, the official podcast of bourbon. This is the 35th recording of the bourbon Community Roundtable. This is something where we get some of the best bloggers and best writers on the scene to come and just talk about what's happening in bourbon culture. And we are chock full with all kinds of things that have been happening in the past three weeks. This is something that we do every three weeks to kind of get caught up on really what's happening with bourbon news. And, you know, we're not going to talk too much about kind of what's on the horizon. Everybody knows that. It's fall season, Fall season means release season. So we might say that one for the next round table after this. But there's a new face of the Round Table tonight. So I want you to Sarah to everybody. So Sarah, welcome to the show. 8:09 Thank you. Thanks. I've been writing a little evil spirits for about, I guess, 20 years now. So I wrote for 15 years at Leo is the barbell and then now I'm over at a inserted level until Wednesday as the culture editor, and that's actually shutting down Wednesday. So if there's anybody in town or outside of town that needs bourbon content, let me know. 8:36 Yeah, she's she's being very, very modest about it. So Sarah havens was like, she was like the bourbon beat writer for Louisville. Like anytime there was a new release a distillery opening or anything like that it by far had the biggest traction that you saw of any sort of local publication. So she did a fantastic job and all her write ups and being able to come with a very journalistic perspective as well. So thank you. Yeah, you're giving yourself not a lot of credit, Terry, you need a little bit more. And so with that, let's go ahead and there's two more familiar faces in here. So you know, Blake, we're going to have you go last because you're you're always 9:18 Jordan, you're up, buddy. 9:19 Sure. This is Jordan, one of the three guys from breaking bourbon. You can find us at breaking bourbon and all the socials. Check out the website breaking bourbon, calm for your latest release calendar and reviews and articles. 9:33 Cheers. Awesome. Fall release seasons coming up. He's going to be a busy man. Very much so but not as busy as this man with his Microsoft paint job. 9:43 Hey, we upgraded they now make a WordPress app for filling in states on a map. So 9:51 they really they do. They've been alive. It's like 9:54 they made it just for you. I know in like a few years ago, I was trying to pay somebody a couple hundred bucks to do. Lo and behold, I found it for free. Even better, because you're in paint on me. So it really, really hurts the release maps. Am I up? Oh, you're up. Okay. I am Blake from bourbon or you can find me usually here every three to four weeks. I'm also bourbon or calm. BOURBO or burbonr.com. All the social medias as well as seal box calm. And we did get cool new seal box hats in. So yeah, I kind of testing out the new logo. And yeah, so maybe I'll give one away by the end or something. Since we're not allowed to do alcohol giveaways on or just we're not on Facebook or Instagram. So 10:47 what? So again right now. 10:50 So check it out. Thanks. 10:52 And I guess that kind of leads us into the first topic tonight is kind of that was the big news. You know, it was actually it was too too roundtables. Beta been three roundtables ago, when we had Craig, one of the admins from the bourbon secondary market, which was the largest Facebook group that was out there had around 50,000 people in it, and they got really kind of the first notice that, hey, things are going to start changing. They tried to change it, they tried to say, okay, we're not going to make this a selling form and try to change the rules. That lasted like three days. And then, about a week and a half ago, there was the the kind of basically the CNN article that went out, broke the news and said, Hey, everything that deals with cigarettes with guns with liquor, everything's gone. And I don't know about you all, but at least in the span of like, 72 hours, like half the groups I belong to, or just disappeared, 11:51 for sure. 11:52 Yeah. And so I guess I kind of work let's talk about the Fallout and kind of what we're seeing in regards of where everybody's going moving to in sort of where everything is, gravitating towards. And since Blake, you have by far probably now one of the largest Facebook groups out there that for bourbon. Is anybody come knock on your door yet? Or is it still kind of like a? I'm still in the clear? 12:17 Yeah, no, we've we've always tried to keep away from that from bourbon or, or with the bourbon or group just because I felt like there were other groups doing it and doing it well. And I there was always that thought in the back of Hey, what if Facebook did decide to care about this stuff. And that's what I think we're seeing now. So we haven't had any issues. But pretty much everyone knows, you know, it's not for buying, selling and trading will still get the occasional post of somebody, you know, they're doing a little fishing. But overall, we keep all that off. So I haven't seen any issues from it. I think it's interesting that, you know, Facebook's deciding to crack down. Buffalo Trace seems to be pretty, pretty outspoken about it as well. You know, but it's just whether you love it or hate it, that's a big part of kind of the enthusiast culture is, you know, even if you weren't buying, selling, or trading, you were still probably in those groups, just watching prices watching what goes on. So that's a big part of the group. And I think we'll get into that a little bit later on some of the MGP stuff. But 13:25 I know that's, that's actual stock markets. 13:29 Sorry, I read that wrong. But no, it is kind of a part of the culture. So it'll be interesting to see where that goes. For me. It's disappointing because you know, whether you had the money or not to buy, it's still cool to see all these old rare bottles in your newsfeed. So 13:48 yeah, I think you're right about that. I think the culture there in just the way that the secondary market have been built around, it is going to take a little bit of a hit. I mean, this is where even people that weren't really into bourbon, they got into it and they see stuff and they become wild and actually kind of almost accelerated the bourbon culture a little bit. 14:05 It's crazy for me why Buffalo Trace hate hates it so much. Because I mean, let's be honest with Pappy Van Winkle really be Pappy Van Winkle if there wasn't a lot of these guys. I mean, it's still be very popular. But how many guys got into it? Because it's like, oh, man, now I could turn around and sell this for profit. And then it just hyped it up even more. And now every article is like, oh, here's the bottle that sells for 20 $300. Well, it wasn't stores, increasing those prices, it was these Facebook groups that were increasing the market perception of it. So 14:41 I think that's going to be interesting too, is even if people didn't trade and they were in those groups, I think they used it to justify buying a lot more bourbon and in their entry into the hobby, quote, unquote, if you want to call it that, I mean, I know a ton of people who have massive collections, they would never sell it. But they always like saying, Oh, my collections worth 20, grand, 30 grand, right? And I'm like, Well, if you're never going to sell it, it's really not worth anything. Right. But I think they were able to justify that because they kept seeing all the all the bottles move on Facebook. So be interesting to see if those folks, you know, go to another platform, find different sites, or if they kind of shrug their shoulders now they go out all right on to the next thing. And I think that's, you know, that's going to be something that's going to take an unexpected, but a bigger see the overall picture of what's going on. 15:30 Sarah, where do you see kind of like how things have shifted, you know, I've seen groups completely changed, like, there's no more buying, selling, there's new, basically, they try to change the name of all the group names. Like that's gonna do it. Like Facebook algorithms are so smart, you know, like, like Blake folded with one or 15:50 Yeah. 15:52 totally missed it, Adam. 15:55 Like, like, Where have you seen people start gravitating towards? 15:58 Oh, I mean, I've been on a lot of those groups, just because I love it reminds me of like collecting and trading baseball cards back in the day. And sometimes you can't always get that bottle that he wants, but you have like, four other bottles that people want. So, you know, I would just kind of use it to trade and stuff. But so I mean, I've seen people flocking to the movie platform. But I do notice that like, it's like probably cut in half. I mean that people might put something up there and there's no comments whatsoever. Whereas on Facebook, you would get instant comments immediately. And it would probably be only up there if it was a good bottle for like five or 10 minutes. 16:37 Even 10 minutes is probably a stretch. I get him a bottle. Yeah, I mean, I'm on the me, we thing now too. And I had to it was just like everything else. I literally had to turn off notifications after like, an hour because like every single new post and I was like, Well, I'm never going to check this now because I go I go to Facebook for my newsfeed, right, I'll go to the Facebook group, I'll go whatever, I'll kind of see what's knew. And that was always one thing that Okay, cool. I'll just see what kind of bottles for sale, but now I gotta go to a whole different thing to do it. So it's, it's going to be tough. You know, I think the I think Sarah kind of you're right there that trying to bring a new crowd over to another platform is, it's always gonna be an uphill battle. And so it's gonna be interesting to kind of see what's going to happen. And at this point, I think people started renaming the groups of things that don't have the word 17:28 bourbon, or liquid or trading or group. 17:34 I think it's, it's interesting to see people's creativity and how to try and get around it. definitely been a week or two. So we'll see if that keeps up. But I do give folks credit, you know, a few different groups that really focus on you know, posting different items. First bourbon, I won't mention what ones, I give them credit for their, for their creativity, that's for sure. 17:55 I think I saw one earlier that said, like, I've got to brown bears for saying that. 18:02 1212 cousins name Weller, 18:06 60 fishes, it'll be go to any of us. It's just like, at some point, you're like, Okay, let's give up on this a little bit. But I mean, there's, I mean, the other thing is, there's there's other platforms, there's me, we, if you really want to do it, there's bottle spot. There's, there's other places that that, you know, you can find stuff, even bottle blue book, you know, we know that people behind their like, nobody will buy your bottles from you. So there's, there's always going to be a market, it's just not going to be as centralized as it once was. Oh, 18:38 yeah. And that's what I was talking to somebody about it, and just, you know, I put this in the chat too, but just the accountability you had, because it was connected to people's Facebook. You know, there weren't a lot of fake accounts. So if something went wrong, you could probably track the guy down and you know, kind of the bourbon mob would be able to take care of a lot of issues that popped up. And you don't have that on the site. Like me, we are bottle spot, which are a little more anonymous. And, you know, you lose a little bit of the trust factor when it goes off of Facebook, which is the disappointing part. Because I mean, you think of how many times how many bottles you see that went or were sold or traded on a daily basis. And how many actual horror stories you heard from people who got scammed or something. It was very small, small percentage. And that's what I think it just opens it up for more of that when you don't have the Facebook accountability. 19:35 Yep. And there was, there was one comment in here. I believe, I can't scroll up and find it now. But there was somebody that said that they didn't really know too much about bourbon until they were introduced into the secondary groups. And that kind of what introduces you to all these other bottles that are out there in the market. That was kind of my first introduction to a lot of this too, is I remember the first time that I was joining this group that I'm not gonna say any names, but when I was into it, I remember seeing like the first bottle of like, will it family state? And I'm like, Oh my god, what is this? Like? How can I get my hands on it? I mean, I went around forever going to try to find it. And I didn't even know the entire time I just had to drive 45 minutes down the road to Barcelona go pick it up. Like it was there was always in the gift shop. So you know, there's there's definitely like there was an educational factor of what this brought to a bourbon consumer. But I think On the flip side, there's also this kind of piece where it says people become a little bit immune to other everyday bottles, because all these see are unicorns and that's all I think are really good. So there is there is a there is a downside to that as well. So, as we kind of like shift focus here, you know, one of the big things that also happened last week was in GPI anybody that is following bourbon is probably listening. This podcast is knowing that it is a huge contract distiller that's out there, and their stock just plummet. This past week, it went from a pretty, pretty good sizable investment, if you're into it about five or six years ago to something where you're like, Okay, probably should think about selling at some point. But whatever it goes, I mean, we're also kind of like in a downturn right now. It maybe if anything, now's a good time to buy. But what happened was is Baron Baron calm, wrote an article and talked about the sales of age whiskey actually fell in the past quarter, at in GPI. And it actually sent the stock down about 26%. Back on Wednesday, July 31. And historically, in GPI has been a big game spirits outfit, like the ALGEO and they decided a long time ago to bet their popularity on building up some aged inventory. In MTP at some points, they were actually getting the the price that they wanted for it nearly three times of their actual cost. But the volumes just weren't there as I'd hoped. And the way this article kind of summed it up was that some customers were having trouble raising the funds to make these large purchases, while others were waiting to see NGP would drop its price. Now, Blake, I'm going to hand this over to you because I know me and you we've seen the MGB priceless before. Do you think this as this is kind of valid, that they really were kind of trying to make it really out of out of the world here that nobody's gonna buy it, if you have the, if you if you don't have the wherewithal to spend that kind of cash? Well, I mean, 22:29 I have no doubt that it's slowed down based on the price list. I mean, looking back, so we bought, it was it was 12 barrels of just under 10 years. So it's nine years. And it was I want to say it was around $3,000 a barrel. Right now the priceless I'm seeing $3,000 a barrel probably gets you like a two year old product. From MVP, maybe, maybe four year old five year old if, if you find the right broker, that kind of stuff. So I have no doubt that people were slowing down on on their buying. And, you know, because you look at the amount of cash that it would take to do because you know, MTP only sells in really big lots, you know, you can't buy five or 10 barrels from MVP, it's got to be, you know, probably a half million dollar buy to buy from them. And so, you know, I just think the appetite for MVP selling probably got a little bit ahead of them and with what people were willing to spend, because then people are doing the math, it's like, all right, how many hundred dollar bottles Can we put on the shelf, because, you know, if we're having to buy at this price, that means our cost is x and we got a retail at at YN. So I imagine there was a slow down. And, you know, who knows? Maybe it is people trying to negotiate or? Yeah, I mean, it is interesting to see that play out on unlike a big scale of a publicly traded company, and, you know, their stock market taking that big of a hit, and one day just from that, but I'm not too shocked at all that there was a little bit of a slow down in there. But overall, I don't think that'll slow down the market, you know, all they have to do is reduce their costs or reduce their price, probably 10 to 15%. And it'll probably pick right back up. And there will still make way more money than they were 510 years ago. So I don't think it's anything but a small bump in the road at this point. 24:36 It Sarah, I'll ask you a question real quick. Because David Jennings of a rare bird one on one just said that in GPS now competing with some good new distillate like will it new riff? Like you kind of agree with that, that the days of you know, thinking that you can just get seven year MVP at a lower price point is is kind of done? 24:56 Yeah, I mean, I mean, we've got like Bardstown bourbon company coming on, I mean, I don't know, that's more for one level up from a consumer or you know, just one dude trying to start a business. But I think more and more competition is coming on the scene. Now, obviously, they're not they're distillate and it isn't as old as MGPS. But if people are willing to wait for the price to come down a little bit, I think I think they should think about that. And like it said, the article said, I think maybe it's talking about it, you know, it's kind of driven people away. So maybe we should just, you know, I thought that was funny. 25:38 shouldn't put all of our secrets out there. 25:41 Thinks what's what's interesting is, if you look at right MGPI stock price, I mean, this really resets, it basically resets all the gains that they made to us. 19, right, because there was a huge, they were building up pretty good in 2018. And then there's a big dip towards the second half of 2018 going into 19, that there's a huge run, and just looks like the markets running figure out what to do with them. Right. I think that a pretty consistent gain up through mid 18. But from here on out, I'm just like in the stock chart, it's it's kind of all over the place, up and down, up and down. Um, so I think the markets trying to figure out what to do with them. I think Sarah's right, there's a lot of new players coming online, right? I don't think they're going to be going anywhere, I think the markets probably trying to see what happens with overseas markets, because that really is the next big area to really put a lot of the source bourbon into. So it's just, it's just buying time and filling it out. But I don't think there's any crisis for them to really worry about per se, if anything, it's probably a good time to buy. 26:36 Thank you. I remember looking at the price list and stuff like that maybe Blake just he's got bigger pockets. And they gave him a better list or something like that. But I remember when I was looking at it, even the stuff that you could get your hands on, like their high right Nashville and stuff like that. It was they only had like, two to three year old age stock like that was really it. Nobody, there was nothing that said, Hey, here's our seven to 10 years stuff like I never saw it. Now, when you want to get into higher ages, they definitely had like corn whiskey, and they had some other stuff, but not just some other regular bourbon mash bill. Blake, did you ever see some of those things of higher ages of just the bourbon stock that they had? That not within the last three years? I haven't. 27:22 And that's what I don't know where it all went? Because obviously they had some 27:29 somebody had some of it. 27:31 But yeah, I haven't seen anything over probably five years. in quite some time. And yeah, so I don't know if they just sold out of it. Or maybe it's the same thing. They're just holding out for that higher price. And you know, I'm it's getting cut a couple times before, you know makes us priceless down to me. So I'm not seeing those prices. But no, it seemed like that all evaporated about two to three years ago and most of the aged in MTP bourbon was gone. So yeah, it is interesting to to kind of see how that plays out. And somebody made another good point in the chat is, you know who they're the distilleries and brands that are buying this. A lot of them were doing it while their own distillery gets ready. You know, somebody like a Traverse City. Let's say new riff there. You know, there's countless others their stuffs ready now? Yes. Smooth Ambler like, so they're no longer relying on it. Now. That's not to say that there's 10 more in line right behind those guys. But you know, eventually you would think it and then you get like a Bardstown bourbon company that's coming on. And they're pumping out a ton of barrels right now castle and keys doing a lot of contract distilling. So so there's a lot of other players in the game. But ultimately, just, you know, how strong is the demand side to pull all that through. 29:06 So but even with all those new players, it's still going to take time for it to come to, you know, to come of age. So it'll be interesting if MGPI actually has more reserved that they're just not showing their hand on and I mean, right now everyone's going right, if you want high age 14, you're going after decal, right? You're going after Tennessee whiskey. And again, there's there's not an unlimited supply of that either. there's a there's a finite amount that everyone can go after so and that dries up either, you know, MGPI has stocks to go for. Or at that point, you're looking at trying to get Kentucky Kentucky distillery to give you some niche stock, but if not, the markets going to be if you have any barrels sitting around, it's gonna be right for the picking. Yeah, 29:44 sir. I'll make you kind of looking at the magic eight ball here because I start thinking about this and I see I see kind of what everything that goes around comes around sort of thing. And so when you look at what happened to the market, where mean if it just not even like go three four years ago, like nobody gave a crap about MZPI everybody used to look at it go in GPI I don't want it and then whatever happened in the past year, six months, whatever it is, like complete one at every single bash it over it. And and now since we have all these new players coming on, yeah, you're going to have this kind of like bulk source market that is Kentucky. It's got that Kentucky name to it. So where do you kind of see like, if anybody's laying down today, and we fast forward five years from now six years from now is MTP is really gonna be able to compete with all these brands are laying down stuff that now says Kentucky on it. 30:40 Right I mean, that's a good question because it's all about marketing. If you think about it, I mean, sure, MTP had knows how to do it makes good juice. But if you want to market your you know, bourbon a Kentucky made product Kentucky bourbon, there's a lot behind that, you know, that MVP can't give you so I think I know it's gonna be interesting necessarily to watch. I think 31:07 that's one thing to think about, you know, think about all the controversy some brands have had because they mislabeled their product because it didn't still didn't Indiana, you know, like the Templeton's and others were kinda adds a little more ambiguity to some source products because of it just says distilled in Kentucky. Who knows where I came from. 31:31 That's interesting. 31:32 Absolutely. And Jordan, we gotta give you a shout out real quick if you just like we come into like a huge batch of Elmer TV because 31:39 it would have been Helmers 100th birthday today. 31:41 Oh, is that what it is? 31:42 Okay, what a turn 100 say so little tribute little shares to Elmer 31:47 Yeah, there we go. Shout out to that. I, I saw him I saw him drinking it. He's got like a case in his background. I was just kind of curious. What was 31:53 this Hello. 31:56 At that if I could get the phone phone call from your local and your 32:00 this is the round tables turning into the secondary market. This is now where it's no 32:06 natural auction. 32:09 Just Just hold up a sign in front of your camera like right now. 32:14 There's a trained auctioneer she's going to tell you 32:20 so so as we kind of like tail off on that last comment talking about like, Where could end up being a few years versus where can talk to me for years, all this other kind of stuff that's coming on the market. You know, there was also something that came out in whiskey advocate this past week that talks about Missouri, is now joining the ranks of Kentucky and Tennessee and actually putting in new legal rules, I guess you could say, to actually have its own silo whiskey, and in this case, bourbon. So according to House Bill 266, that was signed back on Thursday, July 11. Any whiskey labeled as Missouri bourbon must not only meet the federal standards for bourbon, but also must be mashed, fermented, distilled aged and by and the state agent oak barrels manufactured in the state. And beginning in January 1 of 2020. Made with corn exclusively grown in the state. So this law goes into effect on August 28. Now, Sarah, I'll kind of point this one over to you a little bit. Do you see this like as a foreshadowing the effect of we could see other states coming online? I know, we kind of saw this with the Empire right thing before and stuff like that, too. 33:29 I think I mean, right now, every state actually does make a bourbon. Now, Missouri is doing their stricter laws, like kind of like we do, and Tennessee does. I think it's only a good thing to be transparent. And especially they're trying to keep everything within the state. And that on that note helps the agriculture part it helps the they said in the article there was they grow a lot of oak trees so that, you know, their barrels are the best they say, we can decide, agree with that. But they want to make it anything more transparent. I think it's a good thing. 34:07 What about you, Jordan? Kind of get your thoughts on 34:09 this. Oh, this is interesting, right? I think that's a bold move for them to do, mainly because I'm sure I'm sure you can even play. She asked the same question. Countless times a week. Well, if people reach out and say I thought bourbon can only be from Kentucky, right? So I appreciate them trying to trying to, you know, move things forward a little bit. But at the same time, I can't imagine that's going to help anyone by labeling up Missouri, bourbon, because people are just gonna say, Wait a second. No, no, it's not bourbon lessons from Kentucky. Right. So it's great. They want to be state centric. Cool. You know, but no offense, I don't really think that's going to really help anyone. I mean, the good. You know, the good news is local distilleries don't need to choose to label it. Missouri bourbon. But on the flip side, I'm sure eventually there'll be a lot of state grants tied to making Missouri bourbon just making whiskey in the state. 35:00 I mean, you could you could also see this as a as a push for tourism, right? A Missouri trail or whatever it is, like they want to do something that gives a little bit of state pride into into whatever they're doing to 35:14 I think I mean, I think Yeah, exactly. So and I don't think that's a bad thing. Right. Pennsylvania, they recently just launched the the rye rebellion trail, right, the Whiskey Rebellion trail. I mean, so and that's great for Pennsylvania and Scripps in Baltimore a little bit too, but that has a lot of history behind it, like legit history of the whole Whiskey Rebellion, everything else. So it's a little it's a little hard to fathom what type of history they might attach that That being said, if a distillery can come up with some crazy story about the grandfather's recipe, and everything else, I'm sure a steak can come off the story about Wine Trail. 35:49 Yeah, so there was there was a pretty good quote here in the chat. So it came from Blake, first thing he said soon as he started talking about, he said, Oh, I Missouri resident here, I got some thoughts on this. I said, Okay, let's hear it. He goes, the rules do nothing to actually improve the product and the barrel. So I know maybe this is this is this is also just going back to the craft versus everybody else argument. Whereas everything that is coming from the big boys like they've have, they've had time, and they've had stock. And not only that is you've got economies of scale that make it super cheap. So this could be like I said, it might have to be a long play for Missouri to get there. But you know, this is funny when when I talked to Ryan all the time, and somebody says, Oh, you gotta go check out this distillery. It's so awesome. Like, they do this and this, and we're like, yeah, sure, I bet you they ferment some grain of wheat, some corn, and then they probably throw it in a mash tun. And they probably just still throw in a barrel yet, like the process hasn't changed in 20 years. Like we quit giving a shit A long time ago. And so it's it's kind of like, there's there, there's got to be something somewhere where a lot of these states can find that new. I just find find that that angle that is starting to make them. 37:08 Gotta differentiate yourself somehow 37:10 get on the map, somehow just get on the map. I don't know what it is. But maybe this is part of it. I don't know. I mean, Blake, you introduced me to Empire. I like you kind of see this as a move forward for a lot of people in different states. 37:23 Yeah, I mean, but you think how quickly can we burn out on it? You know, we got 50 states that we can everyone can have their own their own bourbon. 37:35 I'm waiting for the Hawaii one to come around. Because I'm going to the barrel pick. Okay. 37:39 I'm heading for that press trip if it comes up? 37:44 Yeah, I mean, it is interesting to see I think it is cool. The Missouri one, I think they've got a little bit with, you know, Cooper edge and everything like that the Empire I, they've done a really great job and making a product. There is some historical aspects best, especially with like, you know, Maryland style rise, Pennsylvania style rise. So it's cool that they designated it brings some more attention to it, and in a little more information, because while we do get a whole lot less of the question, it's still I mean, it popped up for me, like two weeks ago in a comment section of this post I had on seal box. And I was like, Well, you know, bourbon could only may be made in Bourbon County, Kentucky. Like, that's just not right. Like 38:34 that. We're past that. But a lot of 38:35 I mean, the average consumer, a lot of people still think that. Yeah, I go so far as the majority still think about it. I hope 38:43 not the majority, but you're probably right. 38:46 You know, so it is cool. It does kind of give a little more credibility to some of these distilleries. Like Jordan said, I wish there was something that improved the product or 38:57 Yeah, thanks, Jordan. Who said that or no, Clint and Blake, there's another there's another Blake in there. 39:04 Likes always have the most insightful comments. 39:08 But no, I mean, I wish there was something like like a straight days designation estate would do something like that, that says, okay, it's or bottled in bond, you know, something that that has a year state your age statement on it. That really does improve the product where it's cool to say, Yeah, all the the grains, the oak, and everything's from this state, but you know, could still be pretty bad, bad bourbon in those bottles. But it all in all, it's all about marketing. So it gets the name out there more gets more people drinking bourbon. I'm for it. 39:47 I mean, I just think they they took it almost a little few steps too far. I mean, it was literally mash fermented, distilled aged bottled right, Asian oak barrels that were manufactured the state greens grown there. 40:00 Are they gonna do you know, to make it Missouri? You know, I mean, 40:06 well, like I said, I think the part that we're probably ticket, it took it over the edge was like, had to be aged and oak barrels that were manufactured in Missouri, right. Like, there's, we all know that like, 40:16 straight bourbon doesn't Aqua sponsoring that bill? 40:20 Don't talk to trees. OC that Jordan might have something that might be independent state that could have been behind that, right? Because they've got a huge Missouri 40:27 presence. I mean, who really benefits from that, right? So it's going to be it's going to be the barrel manufacturers in Missouri, the people selling trees, Missouri, it's going to be the people growing the grains. It's really meant to benefit the local economy. 40:39 And this is where we get into our hypothesis of things. 40:44 What moves the political? 40:46 Yeah, absolutely. I mean, but like I said, I think, you know, Jordan, you made a really good point there that, you know, it really could be ISC behind that, that really says, like, Oh, this should be a part of it. Because, you know, until I really see getting into this, I didn't really know how many Cooper's we even had really here in Kentucky. And so perhaps there are a few more Missouri that we are kind of not shining the light on. But it's definitely a very valid point that you raise. Yeah, when it comes to it. So as we start moving on here, you know, Blake said something in the last segment really talking about well, if they're going to do something like bring it make it be bottle and bond, but sort of age statement, you got to do something that really kind of Willie wants to make the consumer started gravitating towards it. And this is one thing that is sort of relatively recent that was just announced that it's something that we've been all accustomed to, in the past two years now of basically every label out there losing its age statement. And this is because of the popularity of bourbon and just not being able to keep up with stocks. Nobody could forecast this to ever be where it was, however, beam Suntory came out with a press release saying that knob Creek is going UB restoring its nine year age statement on its on its bourbon. So I'll kind of Jordan like, do you really think that all of a sudden they're like hey, we got stocks. Do you love bourbon? How about festivals? course you do. So join bourbon pursuit in Frankfort, Kentucky on August 24. For bourbon on the banks. It's the Commonwealth premier bourbon tasting and awards festival. You will get to taste from over 60 different bourbon spirits, wine and beer vendors plus 20 food vendors all happening with live music. 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So I think the knob Creek might be a little rare in the fact that it may actually return and may kind of stay the same price for the most part. But what you're seeing as we're noticing is age statements coming back with the price increase or age statements coming back on a limited basis. I'll use limited loose quotes right. So the thing about a heaven Hill took off the six year right it's coming back as a seven year as a higher price point. Right Bazell Hayden last very standard A while back all of a sudden is coming out as a 10 year limited release will see more often. right we're seeing this 1780 more and more. And we're seeing those age statements come back and I'm still waiting for the big one. I know this is just speculation on my part. But I'm still waiting to see Elijah Craig just the standard version come back in more premium looking Bothwell bottles in place that are more premium price point, right, because I can't imagine that heaven hills not thinking about that. Right. But I think we're seeing that it's not the fact that age sucks, you know, appeared out of nowhere. It's a business right and I'm the majority of the bourbon distilleries calculated and play this out really well. Because now people do associate age statements and bottles as being higher, higher quality, more premium, and customers are willing to pay for it. So when those demons do come back, they're excited for right and love it or hate it. It's the reality at least people who are bemoaning the loss of age statements have that option, but it's going to cost a little bit more. I mean, they could have just as easily said hey, we're going to come out with a second 45:47 product line that is nine years at an extra like $15 a bottle and just kept doing there. You know NAS seven right here whatever stuff and just kind of had two variations of knob Creek there. So I guess go ahead Jordan. 46:03 I was gonna say you kind of saw that with a heaven hill with the white label bottled in bond right? I mean, you you had my guess it wasn't bottle and bond the one other one but you had the white label and then you had the aged white label and whatever on talk about a lot. So it's kind of like Well, what's the point of doing the non aged you know, the non HD version? So I think people just if there's two options, people are always going to go for the HTML right? It's it's just economics on that one. 46:26 Yes, sir. I kinda want to get your your kind of take on this. I mean, because we look at the market look at what it is I mean, we had Bernie lovers on the show when right 12 lost it and you know, everybody went ape shit and then you kind of talks about like, you know, this is you know, the bourbon is a bird business not bourbon charity business. And you talked about like, well, would you rather just take it off the shelf completely? Or, you know, just bring it back to whatever it is however there you know, I don't know what beam did to try to sit there and try to find these stocks that did this. But they did it without a price increase. So So kind of talk about your you know, kind of your feelings on this one. 47:08 You know, I think people are tiptoeing around idea of the bourbon bubble and if it's gonna burst or what's going to happen so i think i mean it it's probably a way for them to be you know, more transparent it seemed it seems to be my theme but I mean, it's a it's kind of like a an outreach to their fans to saying hey, you know, maybe we were short on this year but now we were back you know, or it could just be like don't leave us you know, there's so much more on the market we you know, we value you here's your age statement back and I don't know that might be kind of naive thinking but I'm glad they didn't raise the price because I like that 47:53 Yeah, well that's what I mean I think one of the things in the press release was talking about how Fred know said when some he wants to order you know, you're at a bar you want to order a knob Creek you expect it to be nine years now I don't know if that's really what is me it's just that it could just be a blanket statement that was given in sent out of course but that was one part of it. Now one thing that was kind of coming up in the chat was people were saying that knob Creek packs knob Creek pics are the best value in bourbon. Blake I kind of want to get your your ID on that because you know most of them are 10 to 15 years old like is is it really the best value in bourbon you're seeing right now. 48:34 Um, so knob Creek pics for me are a little hit and miss at times I've had some that man I'd almost put them up there with like the Booker's 25th release or something like that and then I've had others it's like wow, this is just like knob Creek off the shelf. So as far as price improve go, I can't think of anyone else that would be better. You're talking about essentially barrel proof 14 years old and 45 $50 a bottle whatever they are, I can't think of one that would be better in my mind. But yeah, I mean all in all, I think the more aged options we have out there the better so that's it's nice to see they brought the the age statement back. I'm actually not going to talk about bakers because I just don't want anyone messing with bakers we're just going to stop dabbling with the design and making payroll and leave it I want the nice Devon Black Wax top sitting on the shelf every time I go in so but no I mean to the original question aside from four roses three to four years ago not Craig's probably barrel pics that is not Greeks probably the best value there is right now. Four barrel pics that 50:02 you know it's funny we look at we look at barrel pics we always talk about barrel pics as being one of the things that you know you don't want to go chase after everything barrel pics is where you want to be. However it seems like this is always one of the ones that are so over saturated in the market and Jordan Did you kind of see that as one of those things that were like there's just so many of them out there like it's hard to just barrel fix knob Creek fix you know it's not one of those things that people go crazy for it's not a seven I say 50:32 that Yeah, I agree and I say that with us having a knob Creek barrel pick out there right now for folks for single girl club right 34 through a partner and it's true people I think people have a lot more readily available knob Creek pics at their fingertips than they then they realized in them they want because most stores will have a knob Creek single barrel out there, but they're pretty easy to get. They may not always be like a 1415 year old but they're pretty they're pretty well established is an easy pick for stores to do. Right and for the most part, it's one of the ones that you just get used to knowing that Yeah, for the most part a few times here I'll be able to go to knob Creek where I'll pick right so the excitement factor I think isn't there as it might be for some of the other barrel pics that people do. I'm sure you guys have seen the same thing with your barrel club pics to that you've done them and Blake the same thing Sarah I'm sure if you have a favorite liquor store that you go into often a little knob Creek barrel pics, they're just one of those things that's not sure if it's oversaturation or so much they're just readily available. Even if it's just one or two, you know, a year or two or three year it's more available than you might see some of the other brands out there that stores are doing similar things for 51:45 it, I'll kind of toss it out to the group too. Because 51:50 I don't think I've ever had a knob Creek single barrel pic that is like blown me away. But I've also like when we've done that I pre barrel pics like you go there or you get the sample shipped to you and your tastes of them. There's not a huge very difference between them like they just seem like they seem very they're all the same as me. I mean, I haven't really found like some that are just like crazy off profile like you have some that are like with Buffalo Trace that are just like you never would expect to this be Buffalo Trace versus some that are very sweet. And you can say that about a lot of different brands out there even new riff being one where you get a bunch of different flavors out of these barrels and stuff like that. I'll kind of toss it out to you all like have you seen like a lot of variants in your in your knob Creek single barrel pics. 52:37 So to me, the beam, kind of that funky beam, pod wet cardboard note always shines through. 52:48 Nothing that's a cell point like that, that Yeah, 52:50 no. Bad. That's why I lead with peanuts. 52:57 But I have had a few that I'm like, wow, this is really good. So you know, I wouldn't say they're all the same. 53:07 But you know you think about other Well, I guess pretty much everyone is using the same Nashville same everything. So beam definitely has a lot more to choose from. So if they're going for a profile, they've got plenty of barrels to pick from to find to put into the single barrel program that are all pretty similar. So but you know, I'll defend them a little bit there and say I've had some that are definitely better than others and some I thought were standouts, but I think if you put really anything beam in a lineup and you knows down the line, you're going to pick that pick that out immediately. So I think that plays a role as well. 53:49 Does anybody else get a little like turned off? Sometimes when they only roll out three barrels for you to 53:55 try travesty? It's a 53:57 Yeah. You're like, come on, I'm better at this like that. That's where you bring your own drill and just start walking. 54:06 Because they love that. Yeah, you if you want to get arrested and never invited back again, that's that's the recipe. 54:16 Alright, so let's go ahead, we'll kind of shift it to maybe one of the last topics for tonight as we start winding this down. But it's, it really plays into really well of that last topic, because, you know, Jim Beam is has done a very, very good job at looking at the market looking at its consumers, and saying, like, hey, let's restore this age statement, we're not gonna raise the price, we're not gonna do anything like that. You know, and there's other brands out there that are handling this in the same exact way. So let's talk about the impact of what brand perception really is. So you've got Buffalo Trace, you know, they stated that they will never raise their prices. You've got heaven Hill who did the exact opposite and raise their prices? I'm kind of curious on on. In Sir, I'll kind of let you kind of go first here like, what do you think is the the brand perception people will have when you have, like, that was an example like that, where somebody is raising prices? somebody saying I'm going to keep them steady? I feel like we're running get into like political debates, like, yeah, like, I'm gonna raise taxes like no, you know, it's, it's kind of like that. So kind of kind of talk about, like, how do you see brands in a certain light when they when they do this sort of thing? 55:35 I'm, I think, at the end of the day, people like what they like, and they're loyal. 55:41 I think I mean, the heaven Hill thing, you know, taking it off the market, and then raising it a year. And putting, you know, raising the price on it. That was a little like, you know, like, come on, you know, I'm brand loyal to you. But at the end of the day, like you guys were saying it's a it's a business. And if people are willing to pay it, then then why not? But I think I still think at the end of day you have your favorite and that's what you're going to go to, if you can find it. 56:11 And I have to kind of correct myself a little bit because makki sick in the chat said, well, BT just raised the prices on OWA. And I was like, Okay, okay, they did do that. Some other kind of lower end brands. Yes. They're I shouldn't say lower end but they're some are more everyday consumer brands. Yes. However, sir, more their premium items. Pretty much thing level field, there there be tax in the package in the world, they're really kind of stay in there for at least as least as far as we know. We'll see when the press release comes out in this fall. 56:40 Yeah, I'd be shocked if they raise those prices more than it'll be up. $10 it'll be what are we at now? They're like, 56:46 9999 Yeah, 56:48 yeah, it'll be up. $10. And, you know, I, it is a It's funny how short our memory is on all this stuff. Because, you know, I feel like we pick on heaven Hill a little bit because they've seemed to have done the most with, you know, Elijah Craig 18. Going away, coming back at $110. More, you know, no, we're not dropping the age statement of Elijah Craig. Oh, there goes the age statement. So we're going to pick on somebody else. So like, Buffalo Trace, they raise OWA prices, higher than well, or 12. There's all this you know, if you look at what the what's going on behind the scenes with a lot of the what these stores have to do to get, you know, Sazerac and Buffalo Trace products in that's to me is almost even worse than some of the other people but everyone has a short memory. Am I going to not buy a bottle of George t stag tomorrow? Because my retailer went in debt buying, you know, weekly vodka so he could get that one bottle? No, I'm gonna buy that bottle. So, you know, it's the whole consumer. Not to say that a lot of these distillers are bulletproof. But there's so many new people coming in, who just don't care or will never know, like, the details of stuff that goes on. I think, you know, the brands and distillers feel that a little bit and they just keep moving forward, they increase profits, they increase expansion, whatever it is. I just want to drink good bourbon. And you know, I can't think of one distillery that's done anything that's like a you know, I will never drink them again because of it. I mean, shoot, I tried Templeton a few months back after swore them off because of all their flavoring and no, we don't flavor and all this stuff. And I was like, as not as bad as I, you know, I was thinking it was terrible, but it's not that bad. So um, yeah, I mean, I think there's just a lot of room for for distilleries to move right now, especially with so many new people coming in. 58:57 I think it's a it's on the flip side, it's a fine line, right. So I appreciate what Buffalo Trace is doing by artificially keeping prices low on some of their products, because you have to remember the world we plan, right? We drink a lot of their spirits. But we'll go back to bourbon most often. But the average consumer you're competing not just for for what they buy in the shelves in the bourbon section. But if you piss them off enough, and they start going to discover other spirits, right? Take a bourbon iOS, and he's really into rum. Or he's really into Armagnac, or he's really into mezcal or anything else. Right? They may not return to the bourbon section anymore. And yeah, you may have actually pissed off that person enough that once they found another spirit at a valuable price, they might just be done with bourbon. So it's that fine line that you have to play of capturing the consumers are entering into the to the bourbon world and are willing to spend money, but also those longtime drinkers who are willing and able to switch spirit categories and don't have the discretionary income to just buy everything everywhere. 1:00:01 I'll buy everything everywhere. 1:00:02 Wow. I mean, we might buy everything everywhere. But you know what I mean? 1:00:06 Is if travel takes the right place, you see the right bottle? Yeah, well, of course. Oh, for sure. 1:00:12 Yeah, go ahead, like whole new market. Because there there was the guys who were just completely rien loyal, where they needed bourbon, they walked in and grabbed a bottle of Maker's Mark, and there was nothing else. And now I think it's a little more people are exploring. So I think brand loyalty that's being built and, you know, kind of the goodwill will mean a lot in the coming years. 1:00:37 I think everybody brings a very valid point to this, because when you look at how brands are handling this, they're all doing it different ways. And I think the one thing that people are the brands have to understand is that this is a long game. If you're if you're trying to go out for the short game, you're only going to succeed in the short game. And if you are trying to make a lasting impression that's going to last for decades, you know, making sure that you know, trying to raise prices trying to do this. Who knows it could backfire. You know, we've talked about on the roundtable before, and I think Blake brought it up that we could just be now experiencing the very beginning of what could be a super super super premium market where there will be a need to have $1,000 bottles of bourbon, like regularly on the shelves. As as we try to compete with scotch and stuff like that. So seeing is how it I don't know. And I look at it from two different angles now that I'm kind of saying and I'm kind of flip flopping on myself. It's kind of like yeah, maybe they should be raising prices. And then the other side of me saying like those bastards, why they're raising prices. But I mean, that's that's that's sort of like the, you know, we're in a very transformative time, I think for bourbon, where we see this massive growth, this massive opportunity. And it's either like, what kind of game you're going to play and in where can you either increase profits a little bit that makes makes you have a little more longevity? versus Where are you just basically taking advantage of the market and saying, I've got a 12 year old NGP bottle, and I'm selling it for $250 a bottle. Yeah. Right. Like that's, that's short term thinking. And so we'll kind of see exactly what how that sort of plays out in the the upcoming upcoming pieces here. But, you know, I think that's going to kind of round out a lot of the questions that we had for the night really looking at exactly the market where it is. I mean, we covered we covered a lot tonight. 1:02:36 knockout topics from there's only four people here. 1:02:41 Say I was like we were bam, bam, bam, bam 1:02:45 GP stock prices, Missouri bourbon knob Creek. I mean, 1:02:51 so it was it was awesome to have everybody on here and even huge thanks to everybody that joined in the chat. I know some people were sitting there saying that, you know, you know, Blake it talks about like, yeah, buy a bunch of boxes, so I can buy that and everybody's like, Hey, 1:03:06 I love I love Wheatley vodka. Like anybody's like this is a safe space. Fred's not here. We could talk about vodka. 1:03:15 We can mention it now that 1:03:17 don't save just remember that. 1:03:21 Absolutely. So as we sort of start closing this out, want to give everybody a chance to say, you know, kind of where they're where they're from, where they blog, everything like that. So Jordan, I'll let you go first. 1:03:31 Yeah, this

Bruce Russell and JoAnn Street both know their Wild Turkey distillation and family history like the back of their hand. Both have been brand ambassadors but are now transitioning to new roles. While JoAnn is developing the hospitality side, Bruce is learning the ins and outs of the distillery. This show dives into the personalities of these two as we discuss the effect of bringing fresh faces to the distillery and how they plan on keeping traditions alive. Show Partners: Barrell Craft Spirits blends cask strength, high quality spirits to explore the effects of different distillation methods, barrels and aging environments. Find out more at BarrellBourbon.com. Receive $25 off your first order with code "Pursuit" at RackhouseWhiskeyClub.com. Show Notes: Episode 186 we feature Pam Heilman of Michter’s Distillery 150 bottles remaining from 4 barrels of Pursuit Series This week’s Above the Char with Fred Minnick talks about fake whiskey. JoAnn, do you want to get into working in the distillery? Bruce, are they going to make you join the union? How are you related to Jimmy? How did you decide to get into the family business? Talk about being a female in whiskey. What does it mean to be new blood in the company? Tell us about your background and how it will help with working in the distillery. Did they have a daycare for you at the distillery when you were young? What is your favorite Wild Turkey product? Do you see yourself living in Lawrenceburg? Give us your typical brand ambassador spiel for 80 proof and 101. Tell us about Rare Breed and Kentucky Spirit. Why is 101 Rye important? 0:00 There's those 0:00 weird beetles that we got out here. 0:02 Yeah. Does that what does that mean that they're like stink bugs and know what they are? Yeah, yeah, at least that's what I know 0:16 that say that one for the blooper reel. 0:29 Welcome back. This is Episode 199 of bourbon pursuit. I'm one of your host Kenny. And to go through a little bit of news back on episode 186. We featured Pam Hyman of Victor's distillery. Pam talked about her extensive history working in bourbon that began at the Booker no plant. She's had a long tenured career and was named the master distiller Victor's back in October of 2016. However, last week, Pam announced she is retiring from actors, and Dan McKee will be taking over as the new master distiller. We wish him all the best in her retirement, and you can look forward to hearing her one last time when we release her interview with Fred Minnick at the Kentucky Derby museums legend series. It might be the worst kept secret in history, and I think it even gets a mention in today's episode, but the fourth wild turkey masters keep released titled Cornerstone will likely be a nine year old rye according to the filings with the TTP. The label describes it as the cornerstone as a Kentucky straight rye whiskey batch 0001 bottle at 109 proof aged a minimum of nine years and approved by Eddie Russell. However, we all sort of knew this was coming for a while. also kind of fun to note, if you go in a barrel, pick a wild turkey there is going to be a few ride barrels just for sampling fun. Just another reason to love those Russell's. We've had both our guests back on the Russell's family episode, which was 175. But this time, Joanne and Bruce get to have a moment in the spotlight. Both know their wives, Turkey distillation and family history like the back of their hand. We know this firsthand. Because on our last Russell's reserve barrel pic, we have Joe in actually giving us the tour for the podcast. And this show dives into their personalities. Because these two are very vibrant. They know what they're doing. And we discussed the effect of bringing fresh faces into the distillery and how they plan to keep some of these traditions that me as you understand here in a little bit how it try to keep those alive. We've got about 150 bottles remaining from our four barrels of pursuit series. These are ranging anywhere from 10 to 14 years old. And we're excited, we're going to be bringing two new more barrels in May. One last one of these is actually going to be a five year week from Finger Lakes distilling. And you can get information about these barrels such as their proof and the story behind them as well as you can get them shipped to your door at pursuit spirits.com. Now sit back and relax and here our friend Joe over a barrel bourbon. And if you want here more Joe, make sure you follow us on all our social media channels because our next live recording at downwind bourbon bar is going to be featuring Joe Beatrice of barrel so make sure you stay tuned for that. And as always, you've got Fred Minnick with above the char. 3:16 Hi, this is Joe Beatrice from barrel bourbon. We blend cast right high quality spirits to explore the effects of different distillation methods, barrels and ag environments. Use our store locator to find a retail or a bar near you at barrel bourbon calm. 3:30 I'm Fred Minnick, and this is above the char 3:34 and a recent Twitter survey. I asked the question, do you think fake Pappy Van Winkle is in circulation and American retailers and restaurants? 86% of the 861 voters said yes. Now my followers tend to be a little bit more cynical and on the whiskey geek side. But think about this for a moment. Some of the most enthusiastic people and all of spirits American whiskey fan 4:01 tend to think that there's fake Pappy Van Winkle in circulation. 4:06 That means someone is going to be buying a fake bottle or poor of Pappy Van Winkle. Now, how is this possible? And the times we live in? How is it possible that we can continue to face these types of issues, fraudulent activity on something as as benign as an American whiskey? It's ridiculous. But we've seen it in scotch, there are people serving time in prison for wine. We even had the Pappy Van Winkle heist a few years ago where Buffalo Trace employees stole from their own employer and tried to resell it. 4:45 The fact is, as long as people can make money, it will always happen people will always try to circulate fraudulent bottles into the marketplace. And there's not a whole lot we can do about it. But there is one thing, one thing that everyone out there can do. And that's putting an end to the selling of empty bottles on eBay. Get on eBay right now and just search Pappy Van Winkle empty bottle. Now I came across one that was selling for $700 and the guy had empty in quotation marks. And you know, frankly, I just saw read and kind of went off on it and Instagram. But he was really probably trying to sell a full bottle now that I think about it. But nonetheless, you will still find a number of Pappy Van Winkle bottles for sale. You'll also find empty orphan barrels and Buffalo Trace antique collection and four roses limited editions and you'll see older mixers bottles being for sale. And there's they serve no purpose to be sold as empty bottles, other than to for someone to refill them at another time. because no one's sharing the shit making candles, armor lamps. So if you're someone who's putting an empty bottle in eBay, I just want you to know that you're part of the problem. Oh, you may need money. I understand that. And if you've done a once, you know, I hope you got the funds you needed. But if it's consistently happening, and this is part of a business plan that you have or this is something that you hope to break in and become like a special follow on eBay. Well then sir, ma'am, you are causing us a whole lot of headaches and American whiskey right now. Because there's a good chunk of us who do not trust that good Pappy Van Winkle, or Buffalo Trace antique collection is legitimate. And if you are selling MTS on eBay, you are one of the biggest pariahs in American whiskey right now. There I said it. 6:55 Think about that, if we can put an end to selling empties on eBay, we may be able to put a dent in some of the fraudulent activity we've seen on the secondary market. And worst case scenario in retail or in restaurants. So I don't know what to do about it. It's not illegal. 7:16 People can do what they want with an empty bottle. But if you have an empty bottle, display proudly on your mantel, or take it outside and break them on the fucker with a sledgehammer. I don't care. But don't put it on eBay. 7:31 And that's this week's above the char this this subjects get me pretty pissed off. So if you have something that might piss me off, hit me up on Twitter, or Instagram at Fred Minnick. That's at Fred Minnick. Until next week. Cheers. 7:48 Welcome back to the episode of bourbon pursuit the official podcast of bourbon. Kenny here recording once again in Lawrenceburg at wild turkey Hill, home of wild turkey bourbon. And this has been a serious recordings that we have been doing. However, we have two new guests to the show that had not been on previously because we have had Jimmy and Eddie on. And we've got a few of the wild turkey super fans that have been on before as well. But this one we kind of looked at and we said there's got to be some more faces, right. And there's a lot of new faces that are starting up and become better the younger generation of bourbon, or what Fred and some other cells are starting to call this even the media people like the new regime of it, right because we've got a lot of people that are older authors and they're trying to do something different and we're doing podcast now. And now we've got some new blood that are starting to enter the the whiskey world in itself. So with that, I'm going to go ahead and introduce our guests. So we have got Bruce Russell, who is the global was the global brand ambassador gonna go ahead and introduce yourself. 8:48 Yeah, how's it going, guys? I was just the brand ambassador, there's just only ever one of us I was like all of them whatever there would be I would do. 8:57 But now they've got me transitioning to be more than a story hopefully take over and 9:02 do a lot of the same stuff that dad Jimmy did. So we'll talk about that one then we also have Joanne and Joanne is it st them I saying that correctly? Okay. 9:09 Yeah, so I do a little bit of brand ambassador work but I also help out and the visitor center with you know, all the events and whatnot that go on kind of all over the place. 9:19 So let's go ahead and that's a that's a good way to kind of kick started so you you're going in and doing a lot of like the events and stuff like that Do you do you want to follow in any other footsteps to like get into the the distillation, the warehouse, the actual jobs of what's actually happening inside of the distillery now. 9:34 So for me, I have a little bit of a different story, like Bruce grew up coming to the distillery whereas I grew up in Tennessee, and then decided to move up to Kentucky. But right now I'm committed. Great. 9:47 Thank 9:47 you. I think I'm liked a little bit more now and the Russell family because 9:51 you don't wear like a bunch of orange around the house. Okay, so you're not a volunteer went 9:54 to the University of Kentucky. So okay, well, pretty hard cats fan. But for me, I think I'm just still trying to find my way in this industry. And right now I'm really enjoying the marketing aspect of the job, and just really getting to interact with different bartenders and people who truly love what you do here. And it makes me more passionate and want to be better at my job, as well. So for right now, I think, let Bruce, Eddie and Jimmy make all the good juice. And then I'll just be out there talking about it sharing the wild turkey love. 10:22 So you don't have any dreams or aspirations to want to do that. 10:25 Maybe in the future. But right now I'm enjoying what I'm doing. 10:28 Maybe like a summer internship, something like that to learn the distilling operation. 10:33 Yeah, we'll see. I think once Bruce gets here, I've learned a lot from him. We're kind of really good buddies, and definitely who I look up to the most. So I'm sure once he gets back here and kind of doing his thing, I'll probably be very intrigued in that as well. But I'm really enjoying what I'm doing right now. So 10:47 awesome. And so Bruce will will kick that over to you. So you have been now you live in Austin, Texas right now. Correct. 10:55 Kind of kind of all right. So I haven't lived there much this year. So he's got a home back. 11:02 They've got me moving back for sure. Permanently here in Kentucky, January one. It was actually supposed to be sometime this year. So my jobs kind of in a transition phase where I've really probably spent the most time here in Lawrenceburg at the distillery this year, as opposed to 300 days on the road last year, but I'm still doing a little bit of the ambassador work. We've hired somebody to take over as a national level ambassador, but I guess they don't. They don't they treat everybody a little bit nicer than us. So they didn't make your family. Yeah, they didn't make him travel 315 days. So he only has the West Coast. So I'm filling in a little bit on the East Coast, Joanne's feeling a little bit on the east coast and some of the smaller markets. 11:38 So you guys are starting to understand what it's like to live in the Delta sky lounge. 11:43 Exactly. Yeah. And we are Delta 13 through me, dad, Jimmy, I think all of us. 11:48 Yeah, we've we've talked about it, to an extent, at least with Eddie and I, because I was a Delta person at one point when I was traveling. So we talked about sky lounges and sort of how you get used to 11:58 lean and do while they weren't Southwest. With his wild turkeys. So yeah, and Jimmy was buddies with herb. And like, I think that's kind of how that wild turkey thing got started. 12:08 But now I've 12:09 worn by bugs out here, by the way. So if you see us on camera, and we're dodging we even it's, it's because we're just bug just flying everywhere. And we are recording outside. So if you hear trucks going on the background, it's because of the limestone quarry that they are just trucking stuff in and out of, you know, it was funny, we were actually recording another episode and trying to figure out, you know, where Bruce was going to start coming into here, because Eddie actually was part of the Union when he started coming in here. And Jimmy was sort of laughing a little bit because he made him do that. Now they're going to make us start joining the union to and sort of work your ranks up you think, you 12:44 know, the know, and it's a cute story now, but 12:50 he wasn't as cute back in the day, there's, you know, there's some real animosity between him about how that got started. I don't even think that many originally wanted to work here. You know, now they are, they work well together, we make amazing whiskey. 13:04 But I won't have to do the exact same thing dad did. His dad was kind of forced to go the union without a college degree. And I'm coming in with a little bit of background in the job and with a degree in some chemistry under my belt and stuff and been having doing the apprenticeship. So I would assume that I'm going to have to do the same type of things. But I probably won't be a union employee. I'll probably be a company employee, but their plan is to get me as soon as possible into the warehouse. And one thing we did forget to mention is so you are Eddie son. 13:35 Oh, yeah. So we got forgot to get all about the family lineage. Point. So 13:40 yeah. Jimmy Russell Mini is what we call it means it is our grandfather, Eddie occur master distillers, my father, and then he is joins uncle. But as far as Walter, he's concerned, you know, Jimmy me was not the first one to work here. My grandmother worked here before he did, and was basically the reason he got a job here. And then his father had worked here even before my grandmother did. And as far as I know, his grandfather was maybe the first person to work in a distillery here in Lawrenceburg, and Anderson County. And he worked at the Old Joe plant, which I believe was the precursor to what eventually became for roses. 14:19 So talk about your side, like, did you did you look at coming into this and saying, like, I just, I just need a job guys. Like, can we can we have some fun here? Or did you have this aspiration of wanting to be a part in the family business? 14:34 Yeah. So growing up, I always went to different events that they threw, like outside of the distillery, whether it be bourbon festival, or like the national Wild Turkey Federation down in Nashville. And I've always kind of had interest in it. But when I turned 21, I started out giving tours at the visitor center and just kind of working there as a summer job. And the longer I was there, the more passionate I got about it. And when you really get here, and you see what Jim Eddie do here, and then what Bruce has done the past few years, you just kind of you love it, you can't get out of it. It's addicting. And when you see that passion, you don't want to do anything else. 15:10 You use that word passion a lot right about what you what you see inside the family. Yeah. So are you looking at making this a lifelong career Wild Turkey? Are you looking this is like this is this has been fun? 15:21 No, I'd love to, I'd love to work here. And it's not just the family, it's the people. A lot of our employees have been here for very long time. And I think that says a lot to our company and who we are as a brand, that it's not just Jimmy and Eddie that have been here forever. We've got people that have worked here, 2030, 4050 years. So you saying there's other 15:38 people we should have on the podcast to be saying to me, 15:42 if you want to 15:43 tell you the real truth, maybe you don't like that. 15:47 So yeah. 15:49 So another question for you. While you're still we're talking on Joanne here, kind of talk about what it is being you know, we will talk about being sort of a younger generation here in a second. But you've been very female, because right now you have a lot of females that are starting to make their presence, you've got fond Weaver of uncle nearest you've got Marian eaves of castle and key. You've got the bourbon women's society that's starting to grow on hundreds of members now. So do you do you see this as like a great push for for, you know, involvement of women into whiskey to 16:22 absolutely and I've got to be a part of women and whiskeys a lot. So their Instagram page, they've got a ton of followers, but also just the support. Because I'm sure like Jimmy said back in the day, it really wasn't gentleman's drink and not so much anymore. And he likes saying that i think i think he does. Yeah, 16:38 he's got he got this little like, twinkle in his eyes, like, 16:41 just a demand. 16:42 Maybe maybe the good old days. I don't know. 16:44 It's awesome. It's a great time to be in the industry. It's booming right now. And it's not just whether it be brand ambassador work, but bartenders and just industry in general is, is growing insanely right now. And I'm just thankful to be a part of it. 16:59 So let's talk about sort of new blood, right? Like what it means to be new blood in here. Do you do you think that this is because Jimmy it said it before right? It's it's an old man's drink it was something that just just kind of just pretty stagnant for a while DC is a new regime or new blood coming in? That's kind of reinvigorating this market. 17:18 Absolutely. I would definitely say so. And it's it's everywhere. And I don't think it's just in bourbon or whiskey. I think it's in all of the industry whether it be the beer or the vodka or the gin. Think it's everywhere everybody's kind of coming together and realizing women have a pretty powerful role in this industry and it's just exciting to be a part of it. 17:38 And Bruce What about you because you know you're going to be I guess going head to head with say Freddie no here in a few years right? 17:47 Oh, not head to head he's bigger than me. I'm not mad. 17:51 Oh, hello, Freddie. I love that family. There's very little competition I don't even consider me and Freddie the new regime that is not new regime he's just trying to do is granted did he's just trying to make Booker proud really. And that's kind of what I'm doing just trying to make Jimmy Pro. So I think you'll probably see some more old school stuff from us then you will maybe our peers as far as age is concerned. This new wave of distiller this new wave of industry person is really exciting. For the most part. Now here I can tell you one thing we have as big of a problem as you see in other places. 18:24 But here in Kentucky we've got a ton of 18:28 young and just younger people than dead and Jimmy that are making amazing product when you look at stuff 18:35 and people that are just involved maybe not even at the master quote unquote master distiller level but there's the people in there making it there's a young guy out there, that 18:44 new contract is still right there in Bardstown bourbon company, and they're making crazy good juice, we went out there and checked it out with blaze news, Mr. Hargrove out there making some good stuff, Drew over there will it's doing some crazy cool stuff, Mariana, they're canceling key. He's doing some crazy cool stuff. There's this group of people, especially here in Kentucky, the folks over at angel's envy, are doing some really cool stuff that and that younger generation, I'm really excited to see because all these people are either from here and had family involved, or they're doing it in a way that I think you can be proud of. But I will say that there is some bad that's come from, 19:24 Oh, here we go go with the dirt and not dirt. But I 19:27 do think that there's something about every 25 to 35 year old person with a chemistry degree. distilling. aspirations now, like we talked about before, calls himself a master distiller and finds seven angel investors to build them a distillery in their band choose that they don't want to really talk about and be honest about like, there's a good side and a bad side. 19:48 Not only to the young, younger, influence and kind of influx into our industry, but also there's money to be made now. And for most of Jamie and dad's career, there was no money to be made. So the people doing it more people that loved it. Now, you know, you see a little bit of both. But with people like Freddie and the family over there at angel's envy, and drew and Marianne, and I mean, even dad and his generation, when you look at Fred and dad and somebody a car owner, Danny, we're good hands here in Kentucky. Absolutely. Yeah. 20:21 So I want to kind of touch on something else that you were talking about there, too. We talked about, you know, the chemistry degrees and all that sort of stuff, kind of talking about your background of sort of what's going to lead you into the distilling path, right. I mean, you're going to take an apprenticeship underneath your dad sort of learned from the ranks. 20:40 So I think the my kind of education will be twofold. 20:46 It'll be mostly hands on work, the academic aspect of distilling that the chemistry component. 20:55 I've spent a lot of time studying, researching and learning from the people that we have here on our technical team and our old distillery supervisor and dad. And that's what I've always been most interested in. Before I wanted to work here. I was going to school trying to be an engineer. So you know, I've always been a tinkerer taking things apart, figuring stuff out, it's always been very interesting to me, where most of my production will be now is learning how to actually do it by hand. Even though all this is automated is very important for dad and Jimmy to pass along. how it's done, kind of the way that Jimmy used to do it. That way I know, oh, when this when this shit breaks, when this shit breaks, isn't going right, in a distillery does not run correctly, almost ever. Anybody anytime you go to the store, and like oh, everything's running great. It's usually not 21:46 everything, something's always wrong. And I need to know why. Because that's where a master distiller really comes in to play now. You know, and some people I guess, are just figureheads. But a lot of these guys whether the consumer base another they're not are in their work. But a master is doers and stern pots anymore. He's not hand crushing grain or, you know, he's not sitting on top of a 200 degrees still having to take proofs and temperatures like Jimmy would. It's all automated now. Right? We're master distiller really comes in handy is, how to remedy something that's going wrong. 22:18 Or how to make something maybe even better in that automated process. And that's the stuff you've got to learn. You only learn that by being here, Jim, you can go in and smell the fermentation say, I left that sitting there too long starting to smell spicy. Until I was here for a decade, and trying to actually listen and learn. I had no clue what that meant. But now when you go in, you smell it. And you can tell, oh, we've had secondary fermentation come in. It's kind of smells like vinegar and spices, pepper. And it's stuff like that. You just have to kind of be here and pick up 22:49 there for some reason Jimmy and dad don't. They don't teach you. They just figured you know, you listen, you learn, you know? Yeah, it's got to do time. It's experience. 22:57 Yeah. And you're gonna figure out the hard way. I 23:00 don't know if I'll ever make whiskey is as good as Jimmy did in his prime. I think. 23:05 I know, I'm boss, because he's my grandfather. But when you try that Turkey that he was making when cost was not a factor, he was probably losing money hemorrhaging money, probably by making whiskey the way he did. And that stuff in the 70s and 80s and early 90s. That stuff is incredible, right. And so my goal at the end of my apprenticeship is just to make some things happen, you know, if I can make something that's got a little bit of that old school, wild turkey phone, because we got away from it for a while. There's this weird time in the 2000s, where our stuff is a little bit inconsistent. It doesn't have that same kind of wild turkey. Overall flavor. It's not as complex as flavorful. It doesn't have that deep funk that some of that other stuff has. 23:47 Now we're getting I think back to that, yeah. When you taste somebody limited editions, like the Russell's limited editions are like that decades are 23:56 you man, you take some of these single barrels that that people come and buy some of the best of we've ever made in the history of artist story. And so I'm excited about getting to learn how to do it, but also trying to do that same stuff that Jimmy always did. 24:07 Yeah, I mean, that was actually one thing that I had asked your dad, when we started looking at the growth of the brand, how everything is pretty much that's not running at full bore, right? It's about three quarters capacity, something like that at the at the current time. So there's going to be a day when agent stock is going to be there, right? And you can be able to say, well, we're looking, I'll go fill a few barrels with 107, right? Because you can do a run and I'll just go fill 600 barrels, and then yeah, then maybe you'll be able to look at having those releases where they are reminiscent of those old days. And it could be eight year wild turkey one on one, you know, going into the barrel 107. And it might be able to pick up some of that that old. 24:48 So here's something I'll tell you. And really, I'm trying to tell your listeners 24:53 is that if you all want to see stuff like that, even if we have so here's how it kind of works with us is even if we do have backstage to be able to do that thing, we have to not necessarily get permission. But you know, you gotta convince your overlords 25:05 exactly, 25:06 there needs to be a kind of a program and a plan involved. And they really want to see that it's going to be worth their time, even if it's not sold that you know, needs to generate something. And so one thing that I like to tell bartenders, but it goes the same for people that would be listening to this somebody that's an enthusiast or considers himself a bourbon geek or bourbon nerd or collector. 25:24 If you want to see stuff like old incher proof, if you want to see everything going on to filter this stuff that I see people yelling about on bourbon Reddit or on people's blogs or on comments on Patreon and stuff. 25:36 Not only your online, purchase, use your purchasing power, purchase the stuff like that tell people when you're at tastings or at these events, you know, hey, I would really like to see some wild turkey from one on seven. Because that's what matters it. You never know, you could be talking to the right marketing person at the right time. And all of a sudden, because this has happened with us. I heard from this guy that we would really like this kind of thing. It's like yeah, we been trying to tell you that for 15 years, but the one right consumer the one right time of one right place can get something like that through. So we want to do all this kind of stuff like one on seven injury proof, we want to 26:10 go back to making you know, maybe some even smaller batches, then we're doing that are how proof maybe non to filter barrel proof, maybe something like the Kentucky donut legend series. 26:21 There you go. But 26:22 to be able to do that, you know, we need you guys to 26:24 There you go. So there's a there's a call to action for all the listeners out there 26:29 who will help us a lot when you all fight for the old school style whiskey that we want to make for sure. 26:33 There you go. So one of the things that we didn't ask when we started this, because typically when we have somebody we don't really need to watch Jimmy Nettie, because it's Jimmy and Eddie but with you all. And it's typically what we ask all our guests is kind of like, how did you get into bourbon? Like what was? Do you remember that first? Like time that you either consumed it? Or was it something that you know? I'm sure. Probably you come in here and actually just having to go to get delivered daycare here. Did you have to come to date here at the distillery 27:00 the day here for me, I think it was called like Keith James. It was a guy that worked under dad that I always used to hang out with and I was a kid. And I think he knew I got you a bug again. I think they keep knew if he had the basically the boss's grandkid with him that he could do whatever he wanted. It worked. So we just hang out. No, no daycare. 27:19 But if you want to go ahead first on the whiskey thing. 27:22 I mean, for me, I guess definitely in the past few years my my interest in it, my left words grown a lot and just getting very fortunate to taste a lot of different things. Especially a lot of our old school stuff like Bruce was talking about earlier, the stuff that Jimmy was making the 70 in the 70s in the 80s as some of my favorite stuff. And personally for me like Russell's 98 is one of my if probably my favorite product that we've ever made here before. I just tend to like that sweeter that vanilla Carnival in those Bourbons that we make here. So for me, I'm a big Russell's advocate. And the whole entire line I really enjoy 28:01 when I was 12 I know that's not what they want to hear. So 21 this is 28:06 all about being authentic. But when I was 12 28:10 around then I might have been 13 my brothers nine or 10 28:15 dad took us in gave us some whiskey and who you all probably know as bad and Jimmy is not really who they are at home. They're very stereotypical Southern patriarchs a family's stern don't speak. 28:30 disciplinarians. tough on you. And dad at home does not speak he hadn't spoken me probably four times my whole life except for maybe good game or bad game when I mean a 28:40 lot of it, there's There seems to be a consistent generational thing between the fathers in these families is 28:46 I'm the kind of the gregarious one so I'll just force everybody to talk to me, even if they don't want to 28:52 talk to a brick 28:52 wall. Yeah. But when, whenever I was about that age, dad took me and Jake, besides my younger brother's name, and 29:00 took probably 30 or 45 minutes to explain to us the importance of the product and kind of like his involvement in it. And he could tell he's very proud about a thing that I'd never seen him. He'd never been proud of anything like that before in his life, except maybe my mom like that's the kind of look he had on his face. And that's when I knew me, my brother both, you know, he never got into this. And at that time, I didn't want to do this. But I knew this is special. Because dad doesn't really care about anything besides us. His dogs, you know, maybe hunting and fishing. 29:32 He really cared about that whiskey. And I knew like, Oh, this is cool. Because before then All I knew is Jimmy's. Everybody's boss me because he had a big office in dad is not anybody's boss because he did not know he was just the norm. He smelled like everybody else smell it smelled like sweat, and motor oil. And like aging whiskey is the best smell of the world when I was a kid kind of smells like when you drove up to the stereo, what it's smelled like, but I he was a normal worker. So I didn't even know him probably 15 or 16 that like 30:06 Jimmy was different. He wasn't just like an employee. You know what I mean? Yeah. But even at 12 I knew whatever this was, it matters because it matters today. 30:16 So what was that? That turning point for you? Whether it was a few years ago that you said? Yeah, sure I can I can get into the family business. Because it sounded like you were lying 30:26 thing happened to me that happened to dad that happened to Joanne 30:30 Jamie was forced into his job. But my grandmother but we all took summer jobs. 30:37 Dad did not start off wanting to work here. He was playing football at Western hitchhiked up here. didn't have a car back then granny made him get a job at this story summer job he just never will have same thing happened to me. Basically, same thing happened to join. Whenever I was 21. I got a job here given tours. I had worked a million jobs and stuff farm stuff, working Kroger, the meat department organ and FedEx moving boxes. Dad was like withdrawal would be a lot easier. know everything at the distillery already, you can just give a tour and talk about yourself. It's like cool, and this little place right next to where we're at. So the one room home that they've kind of converted into an event space. 31:14 And I gave tours and thought I'm gonna make my 10 bucks an hour and give these tours and it'd be easy six hour day job. And I'll go back to Lexington and party up with UK kids. And about a month in. 31:27 I started getting questions from people, I started to get groups like probably the people that listen to this podcast. What's amylase enzyme? I've heard that before? Like, you know, why is your yeast proprietary? Why does that matter? Or you would get questions that I would have no clue what it was, which would be like, why do you all run your steals hotter? And why is low proof even a good thing? Because I just knew low proof. I went through proof or distillation proof. That's because that's what maybe says because tastes good. And then once I realized I don't have the answers that started to pick the brains. And again, it was a situation where you had two guys in your family. 32:01 They really don't open up about much. And then as soon as you start talking bourbon, all of a sudden you start to push Yes. 32:09 And that's when I knew like oh, I need to stick around here and at least figure out what's going on. Because this is cool. And this in that time I was still thinking maybe I'd go be an engineer or do something like that. 32:21 And it was probably the end of that summer when I knew I'm probably never gonna leave. 32:27 And now you know I'll never leave the bourbon industry. I love it the people 32:34 and the opportunities afforded my family's changed my fam the opportunity to travel around the world and meet people that don't look like us and sound like ghosts and it girl by ghosts it's changed me for the better a lot. So this industry's done a lot for us. And we're very appreciative. 32:49 So the other thing is, you know, being a little bit younger, you know, you're you're talking about going party back with the Lexington boys and something like that. So do you see yourself actually living here in Lawrenceburg? Or do you see yourself maybe coming from Lexington or Louisville everybody can eat from the city now love where I'm from. I love Lawrenceburg. 33:05 And it's a great place to grow up. It's great place to raise a family but you gotta you gotta have a Yeah, there's a little a little more I've got I've got to make the family before I move somewhere where I 33:16 tell me Tinder isn't like a big thing and Laura's knowledge. 33:18 It's pretty tough going out on dates when every single single woman within probably five years of me I'm either related to dated before I dated their sister, you know, it's a small community. Everybody knows me and everybody knows my best times and my worst time Yeah, and that's rough here. In South probably have to go to over Lexington. I'm not gonna say I'm never going to live here because Lawrenceburg town, it's home. Like I went to school at Anderson County. I went to the same high school that Jimmy went to same buildings and everything. I went to church right down here growing up in this little community called Tyrone that is the most little country church in the world. 33:56 And that it made me who I am. And I love it. Maybe when living in Austin, so it's gonna be awesome. Yeah, six 7000 people or whatever it is. Yeah, 34:06 the live music scene and Lawrenceburg just isn't the same. 34:09 Well, now there's a guy right down there Jared Stratton, who disagrees pretty good. Yeah. 34:15 take your word for it. 34:17 So who knows you could be here long enough and you'll get your own scooter down there. 34:21 That's good. It's pretty cool in about 50 That's what he said he's 34:24 got a license plate on and do some turn signals 34:26 I really want to because you know we know we're back in town I really want to get the the chief of police to come down here like fake arresting from drinking and driving on us. 34:37 That'd be a good one. What about you Joanne do you actually live around here? Do you commute like what's your what's your 34:42 went to school and Lexington I still live there right now. But think I'm going to be making the move to local by the beginning of the year just for work. bigger market. As you know, Lexington it's not super big, definitely a college town. But there's only so much you can do there. So I'm excited to make the move to global get to a little bit better, bigger city. Because I did grow up in Nashville. I grew up in a small town about 20 minutes south of Nashville so much bigger than Lawrenceburg. It 35:08 was like if they gave you an ultimatum gotta move to Lawrenceburg. We would 35:11 do it absolutely i mean granted Joe and made me live here. I get free breakfast every Saturday 35:17 enforcer to be complaining to me. 35:20 Like I'm spending the night at your house. I gotta get I gotta get out of here. 35:28 You've probably heard of finishing beer using whiskey barrels. But Michigan distillery is doing the opposite. They're using beer barrels to finish their whiskey. New Holland spirits claims to be the first distillery to stout a whiskey. The folks at Rock house whiskey club heard that claim and had to visit the banks of Lake Michigan to check 35:45 it out. 35:46 It all began when New Holland brewing launched in 97. Their Dragon's milk beer is America's number one selling bourbon barrel aged out in 2005. They apply their expertise from brewing and began distilling beer barrel finish whiskey began production today thousand 12 and rock house boozy club is featuring it in their next box. The barrels come from Tennessee get filled with Dragon's milk beer twice, the mature bourbon is finished and those very same barrels. Rocco's whiskey club is a whiskey the Month Club on a mission to uncover the best flavors and stories from craft distillers across the US. Along with two bottles of hard to find whiskey rack houses boxes are full of cool merchandise that they ship out every two months to members in over 40 states. Go to rock house whiskey club com to check it out. And try a bottle of beer barrel bourbon and beer barrel rye. Use code pursuit for $25 off your first box. 36:37 So I want to kind of just kind of take it back, talk a little bit more about the whiskey right because both of your ambassadors you both know it inside and out. So kind of because this is this is, you know, every show is going to feature a little bit different kind of angle on the wild turkey story. And since you guys know the product sets really well. Let's just go through them just kind of real quickly to give our listeners kind of a different understanding that they wouldn't necessarily get from me Eddie or Jimmy when we're talking stories, right? So So let's start at the like the at one in one on one and kind of like give us the give us a typical spiel that you would usually do when you're out in Ambassador is the word we're 37:13 all good at when you do one on one. And that one's a little bit more difficult. 37:17 A bit different. Yeah. 37:18 So at one is a was not the original one on one is. So it was kind of a take on that that came out under the promo, I believe, regime when they were a parent company, and they had decided that they wanted to have a competitor for the 80 proof set. And like most 80 proofs, you know, surprise surprise to no one on this, listen to this, or 45 years old. And they had chosen to go down that same route. And so for a very long time, we had an 80 proof wild turkey that was in when people say 45 years old. Hopefully everybody knows that means it's probably all four years old. And every now and then a fat might squeeze in you know. And so when the best whiskey in for a long time in you've I've heard on this podcast, I'm sure you're aware that it's very hard to get Jimmy to say anything bad about anything that's ever happened the distiller he's a very, very proud company, man, very proud, very positive. And he just don't want to hurt anybody's feelings. And if you get him on Sometimes he'll say what he thinks. But he did not like that at PR never did. And now he admits it. And I think by the end of the ad, he used to tell people kind of like wink, wink, why would you drink the ad if you could get the one on one, because not only was it a four year old product, but it's proof down. It's just not what he liked. But then, after he bought us and I thought I think it's one of the smartest things they've done, they realized that we didn't care for the product. And that's probably a big reason why I didn't sail because when your two main phases of the company, they're on the road debt and Jimmy, when people ask him to drink the 80 proof, and they refuse outright, and go to something else that tells you all. And so they decided to let's change it. And that is one of the few things that they gave that almost full rein on it. He said, Well, I don't think that it's a problem that we have a proof down thing, I just think the whiskey is not good. And so we changed the product. And what you see now is at one is no longer any four or five, it's now going to be six, seven and eight year old bland average age right around six and a half years. And what he wanted is he wanted an 80 proof product that going to stand up in a cocktail. That's one of the reasons why I think one on one is so industry friendly is 101 proof. And we're known for having a big kind of in your face flavor. And it stands up if you add sweetener, you add modifier is you're going to still taste the whiskey or the raw. It wasn't the case for 80 proof. And I think it was just a 39:37 it's night and day better. And I've seen all the reviews come out that have compared the old ad to the 8181 just kicks its tail. That's one of the few things that was kind of in that Jimmy era that just I didn't think was a very good product. But I know it wasn't up to him to make it. So what you have now is that blend of 678 right at 81 proof is a large batch. So both it one on one American honey, these products, they're right around 1500 barrels mingled together for that one batch as opposed to like 150 or less on those small batches. And what we're looking for is kind of the classic wild turkey flavor profile, but a little bit lighter, a little bit, I guess brighter and a little bit more crisp, maybe fruity almost is the way I would describe it. I think it's a lot less of that kind of combo vanilla and a lot more like honey fruit, it's kind of a lighter thing. They it is a different blend than the one on one. I think that's something that consumers don't know. It's not the same bland, it's not the same age, they're completely different batches. One on One is older journal talking about that. And we do want at one to have a different kind of flavor profile 40:41 at doing that for a particular market. Because you know, talking about the bourbon aficionado of somebody that's semi educated. Did you really think that they're going to go for the 81 or they should probably not 40:56 bourbon aficionado, the only thing we would make was masters keeps. 41:00 That's not what everybody needs. Everybody likes different stuff. I'm not an expert in wine at all. I can't even really say one that will. 41:09 But 41:12 yeah, when I whenever I drink my bottle of two buck Chuck or whatever it is, I'm as happy as a lark. Yeah, just like I'm sure whoever enjoys like the 81. That's their go to drink their enjoyment. It's, it's for maybe a more of a beginning consumers for somebody that wants something low proof or something a little bit more sensible. 41:31 or four bar because there's a lot of bars that want wild turkey is their base product. But we don't want a one on one raw are not inexpensive, especially for well, or rail products. So if you go to a bar, and they have one on one or one on one, right as their, their bourbon and coke order or whatever, that's a good bar, it's been in a lot of money on their product. Most people don't want that they want something a little bit less expensive at ones for that kind of bar too. But we have seen a pretty big growth on the offspring to which is exciting because it like you were talking about a lot of the consumers that are going to be on this are going to be listening to this are going to want more probably Rare Breed spirit, private barrels, the limited stuff. 42:11 Nailed it. 42:13 We've got those consumers like they're already on our side and we make stuff specifically for them. So it's really fun to see when you walk into a liquor store. And there's somebody that's like, looking through what bourbon should I get? Oh, well, Turkey. Well, now at one's not at all anymore. It's wild turkey bourbon. So that's what they're going for. 42:29 And I think if you try that it does give you a kind of a good representation of what wild turkey can be. Yeah, one on one. And when you go to Rare Breed or like a Russell 2002, it just continues to be I think even more and more, quote unquote, wild turkey. I think at once like a really good entry point, maybe long branches to now. There we go. 42:49 So go ahead is a little bit of one on one. Yeah, 42:51 absolutely. So um, started back in like the late 30s. Early 40s is when we first started making one on one it was eight year one on one. One thing, one story that really stood out to me that Bruce told in the warehouse one day when we were doing a barrel pick was it really stood out because back then four year old bourbon was really what everybody was getting. And I guess when you put a big on a bottle and one on one, people kind of get drawn to it. So that's kind of what built our company. It's cool to see one on one still do so well. It's still our number one best selling product. Like Bruce said it does tend to be a little bit older. So Seven, eight, sometimes maybe a little nine is thrown in there as well. But for those long 43:28 old book 10 year old and this year, yeah. Oh, yeah. Yeah. Short on it, I guess because long range or something. There's a little bit older in this year. 43:34 Yeah. But for the longest time, all we were making was one on one and one on one. Right. And one of the coolest stories that I've come to know is that without the bartending industry without 43:46 off Prem on prem, we would just still be one on one and one on one right. We would not have Russell's we wouldn't have Kentucky spirit, we wouldn't have rare breed, because that's not what the market wanted back in the day. So it's really what Bill our company, it's still who we are today. One thing that I really respect about Eddie and Bruce is that they will never step on what Jimmy's done here. Like Eddie talks about a little bit earlier. One on one wall is we want to one Rare Breed will always be rare breed Kentucky spirit will always be Kentucky spirit. Those are kind of Jimmy's babies. But the one on one, like I said is a little bit older than the 81 tends to be a little bit spicier, a little bit bolder kind of that in your face bourbon. A lot of people tend to say it reminds them of their college days. Which is 44:25 funny. It's funny because we all we all talk about one way more 44:29 money than I did in college. I used to drink whenever I was broken couldn't steal anything. Yeah, Kentucky gentlemen a mountain dew. 44:34 I was a Kentucky Tavern guy. So I was Kentucky. But we wouldn't every once while I had a pet a buddy cuz I'm a nerd. Right? I work in tech. And so every time I had to go fix something form or reboot his girlfriend's router, whatever the fuck it was at the time. It and he would always be like, he was like, Hey, we're gonna go get a bottle one on one and drink it tonight. Yeah, yeah, we'd shoot it back then we're kind of like I was like, now I'd probably like savor and sip it. But back then we were shooting it right. I don't know. Understand. 44:59 I still you never know. 45:02 But it's I mean, that's probably one of the biggest the biggest things I get, especially working in the visitor center when people come in, oh, I drank this back when I was in college. Like, that's how I know it is what it is and why it's around but tend to be older, a little bit spicier. 101 proof, definitely stand up in a cocktail. Definitely our oldest product in my opinion, it's we're going to get that spice it kind of takes over your palate a little bit compared to a few other things in our portfolio that tend to be a little bit sweeter. 45:28 What's quite the statement to say it's the oldest one because you got a rare breed as well. So 116 is pretty easy to drink. No, yes, that's that's just that's just back porch. Country Day sipping whiskey right there. 45:38 One thing I'll say about the one one that I think is kind of cool that people probably don't realize when they look at the history. And I think this is like kind of in your face to some of the crowd that maybe listens to this podcast, one on one started off as a contract brand. So when people that aren't super educated about how contract works, yeah, don't Pooh Pooh contract brands, some of a really great artists pretty good. But what it is what how it kind of it all started, artist story was already making that recipe and something similar. A guy that went on a turkey hunt got some of our whiskey from our distillery that he was already purchasing, and fell in love with it and was one of the few people that probably ever existed that was wealthy enough to turn an inside joke into a brand. And it had become kind of an inside joke with him. And these guys on this hunting trip. Oh, this is Tom's wild turkey whiskey. And they fell in love with it. And then he started to promote it locally. And it was a contract brand. He owned it the label owned the name. And we made the whiskey for him here out of our distillery back when we were still Anderson distilling company when it was owned, I think even by the repeat. 46:42 And then by the time we were quote unquote, owned by the Austin Nichols company, Austin Nichols was then kind of merged or owned by completely different company. And so anytime when we were the label was owned by Austin Nichols. It was kind of a contract situation. And we were making good stuff out of here. So it was a good contract situation. And Walter, you just kind of took over we were the JT s brown distillery more so than anything else that was our big product. And really the only thing that we made back then that's still around, I think, although I think we made Dowling whiskey back then, too. And I think it might still be around, but I'm not sure. Jimmy thing seems to think it is. But all of his like facts and figures or stuff from from back when he was drinking 20 years ago. 47:23 I'm not sure he's not he's not hitting it as hard as he used to 47:26 know he's not not unless I make him. 47:28 Yeah. Because now it's YouTube that are taken over hitting it hard 47:32 on the right. But you know, once every four or five months, whenever we're all out somewhere, especially like he has certain places he really likes Chicago is probably his favorite market. Definitely. Because he has a lot of friends there. And an old school people are still around there. But when you get him with some old school buddies, he'll still stay out of 456 in the morning. He the mind is willing. And I think that the The palate is willing. He's just getting up here and age. Yeah. But if you if you hung out with him all day today and drink whiskey, he'd stay here with you till Friday, if you want to do. Absolutely. 48:06 So let's go hit hit a few other ones real quick. So talk about rare breed a little bit. Who wants to take that one? 48:12 Yeah, I mean, I'll talk a little bit about it. So it started back in 91. When we did the first batch, I think Eddie said we've made about 13 batches. Now. 48:20 There's like 12 or 13 different proofs that we've done, 48:23 that we've done. So making a new one every few years, but right now, it's going to be six, eight and 12 years old. So Jimmy really, really loves whiskey that is six to 12 years old. So he basically took those three years that he loves the most put together out of barrel proof. And that's what made Rare Breed so been around since the 90s. The previous batch was at a 112 point eight. So it's a small batch bourbon for us, that's about 150 to 200 barrels coming together. And then right at barrel proof, so chill filter it right a barrel proof not on any water to that product whatsoever. So it's a cast cask strength, or barrel proof bourbon, and right now it's sitting on 116 eight and it tends to be there a lot of my opinion there are a lot of flavors that go on in the rare breed just because it does have so many different years in it. When you get down to kind of the nerdy science part about whiskey and especially agent in a barrel different years produce different flavors so for me six is really really where you get that spice and the rare breed The A is kind of where you get a little bit more of that vanilla Carmel okie flavor and then that 12 is really getting kind of rounded out bringing more a little bit more of that sweetness kind of that that chocolate Enos I guess Eddie would say nuttiness on the back end of the product. Gotcha. 49:38 real cool. And then what we Kentucky spirit Russell's right, those are kind of still fall in the same right single barrel will actually Russell's doesn't technically have to be single barrel does it? Or is it? There's four Russell's products. So two single barrels and two small batches. configs spirits probably the next one, that we would go with every like doing the ambassador thing because we usually do like all the turkey stuff and then the Russell stuff. So rare breed and spirit kind of have a similar story where those aren't original ideas from me. And I think he just saw his friends do something and thought it was cool and did his version. So Rare Breed came about just two years after Booker's You know, that's not a coincidence. And but for the longest time, maybe mini nor, as far as I know, talking to Freddie Fred and, and remembering what I do from when I was a kid Booker never wanted to do a single barrel neither to Jimmy. They thought that it would be a disgrace to the brands because you would lose consistency and the right you can never be perfectly consistent barrel the barrel. And that's why most of the people listen to this podcast and myself included think the single barrel stuffs probably the coolest stuff that comes out all these distilleries because you can taste 50:47 every day, it's something different. You 50:48 could taste the barrel there Fred Minnick picked out or you could taste a barrel that the like I was just up in New York with the beast masters guys or whatever, or you taste one that an ABC store picks up, they're all going to be so wildly different, some super weird and funky some, just like retail some supply. And he hated that. And still doesn't completely get behind. Because the consistency bothers him so bad. And so it took him forever. So Booker's 89 Rare Breed 91 will bite and come out in 84. But took him 10 years to finally admit, he's playing stuffs pretty cool. Maybe we should do our version. And so he kind of wanted to do the same thing over did Elmer wanted to basically make the best version of that ancient age juice he could. And Jimmy wanted to go about making the best version of one on one he could and I still tell people that's the only way you're getting kind of the Oh gee, the original one on one just can tell you spirit in that retails all we can be at least eight years old, one on one in the bottles not anymore unless you're getting it from Japan. So if you want that old school, at least eight year old one on one proof, kind of flavor profile experience the way to go. It's probably 51:58 the least talked about least and over. 52:02 Most forgotten about product that we have on our line now that the Russell's single barrels have come out and a lot of people have gone to those with a private barrel program. And with rare breed been so good lately. 52:14 I really think people should should give spirit a chance if they haven't had in a while. It's a delicious product. And when you find that right barrel might be the best thing we make. Yeah, that stuff is so good. And I know some people get caught up in the will Russell's is 110. And it's one on one. Sometimes water helps. Sometimes you find that right? That right barrel that you prove it down, you know, 1015 proof points and that water opens it up. And it's just super tasty. 52:38 We're getting small bugs over here. 52:39 But I agree with Bruce definitely because I think Kentucky spirit is my favorite product and just kind of like our standard portfolio, but definitely doesn't get the love that it deserves for being eight year one on one kind of like that. Oh, gee stuff. 52:51 Where's me they change that bottle? 52:53 Yeah. 52:55 It could be the fact it could be the only reason people bought now is because of that goal bought onto it scares me because not very much of it is bought. And so I don't want anything to happen to that product. 53:03 Right? Well, you should probably just save like a few pallets of it in the back. So you can just go have your own little special releases of your own spirit. 53:10 Don't think that's not already done. Yeah. Here's a few, quote unquote, empty barrels out here, you know, there you go. 53:18 That's smart. So we're gonna, we're gonna get towards the end of this. So if there's any other products that you want to quickly touch on real quick, that kind of educate the consumers. Yeah, I 53:25 would love to touch on one on one raw, a little bit more. It's my favorite product that we make you're in, you're out because you're the right guy. But it's not because it's my favorite to drink that probably the single barrel raw or maybe a revival right now really like, but I think one on one rise very important to us, because it's very important to the bartending industry. 53:49 It's what they've traditionally kind of held as their own. And the thing that they've always kind of supported. Wild Turkey with is putting one on one rise, the bass cocktail and spirits are in Wales. And it only exists today in its current form because of our dinner. And I think this is a good story to tell your listeners, whether they work in the industry, or they're enthusiasts, or they run their own blogs or podcasts or whatever, that you all matter people that really the people that enjoy our product, and people that are passionate about our product they matter to us. So one on one raw went away for a while, we made very little raw for very long time, one day, kinda in the first season, spring, one day in the second season, fall winter, and 54:32 didn't have enough. Part of that is because we didn't forecast enough part of that is forgiven happen. So we lost six months worth of our on to accidental thing that our buddy Connie did. And we didn't have enough. So in the late 2000s, I think might have been around 2010, 2011, 2012, 54:51 right in there. 54:53 One on one route went away. And compared to Tom came out with 81. And nothing faith we can get by by just lowering the proof a little bit. And we couldn't get by a lot of people got very angry, especially people that were had to use that for decades is there? 55:11 Well, yeah, they're raw. If you ask for a Ronnie, that's what they're going to give you. And so 55:18 a guy by the name of Eric Asher, who's a good buddy of mine, now that he's almost like one of the family owns bars in San Diego, New York. At that time, I think maybe working in San Francisco started an online petition, first time I ever seen this happen to petition a supplier and also kind of speak out and say, if you are going to get one on one on one route, we're not going to carry any more competitive products. In he was the guy that kind of mattered, you know, he made himself mad, or he was loud and proud about what he did and took bartending seriously. And, and because of his passion, and because he got a lot of other people to kind of side with him and sign up on this kind of like online petition or group or whatever it was completely Listen, and they came out with a product after just two or three years of her being off the shelf. And it's we don't where it's not even an allocation anymore, we have plenty of it, and have had plenty of it for a year to the one on one or at least 56:11 in that's why it's kind of my favorite product, because it's a product that is very near and dear to me because I enjoy it so much. Because one on one rise, the only reason why we make any rat to begin with, because it's the thing that kind of makes money on the wrong side. But also because it's a good example of what a person that can be passionate can take what they can do what they can get done. You know, you had a question from from Dave Jennings earlier, Robert. It's another good example like this dude just made a hobby, his hobby into almost like a full time job. Even though he has another job in like, we talked about him in the company when we're doing meetings and stuff like did you see that thing he said? Or did you see that timeline that he did like bars? Like Is this right? Can we use this? Like, should we pay him 57:00 he's doing a better job than a lot of people we paid to do that kind of stuff. And if you're even if it's not wild turkey if you're listening into this, you're passionate about whiskey about bourbon. If you're a Buffalo Trace fan or a Jim Beam Stan, are you only like 400 year old family state will it? That's cool. Be passionate about that, almost to the noxious level and kind of good things happen. Because we like that we like when somebody shows up and gets that know that look I was talking about earlier the den Jimmy have on their face on their passion about something like when dad was talking about that whiskey. That's the kind of look that makes me excited when somebody comes in. And dad's like, I got something that we haven't even put out yet for Detroit. And you see that guys, I was like, you know, you think that at home the moon at that point. That's the best part of this job to see people get excited about what we do. 57:51 Absolutely. Well, that's good. That's I'm gonna go ahead and end on that note, because there's gonna be one that we're never gonna forget because we're all going to walk away with mosquito bites after this. 58:01 So I want to kind of quickly wrap it up. If there's anybody that people want to get in contact with you social media, go ahead and let them know so they can find you. Twitter, Instagram, 58:10 I'm Joanne Street. It's pretty basic on all social media aspects. 58:14 You said of yourself called yourself. 58:19 That was karma right there. 58:22 My Instagram is Russell's rock. I don't use social media very much. And I think my Twitter is Bruce Russell one on one. 58:31 I'm on Reddit too. You'll see me like pop around on bourbon Reddit

Eddie Russell from Wild Turkey needs no introduction. He’s one of the most honest Master Distillers in the industry and tells it like it is. This episode digs into the nuances of the Wild Turkey line up to see if we can figure out what could change. The biggest answer we all want to know is when will there be a barrel proof Russell’s Reserve? Tune in to find out. Show Partners: At Barrell Craft Spirits, every batch they produce has a distinct flavor profile. They take pride in blending and preserving spirits for the people who enjoy them the most, you. You can find it on the shelf at your nearest retail store. Receive $25 off your first order with code "Pursuit" at RackhouseWhiskeyClub.com. Show Notes: The week’s Above the Char with Fred Minnick talks about value whiskey. How often are you going to Jimmy with questions? Do you feel like you have the job down? When you retire do you think you will hang around the distillery like Jimmy? Do you feel like you have to work at the distillery? Since you travel so much, what airline are you loyal to? When you travel, do you wear Wild Turkey gear? Are there any travel destinations that have stood out to you? Do you get to have any fun when you travel? Are there any plans for changing barrel proof entry? How can you not get 101 proof out of bourbon that goes in a 110? What is the thought process behind where in the rickhouse you place the barrels to age? Is 108 your target for Rare Breed? How many barrels are being dumped into Rare Breed? Talk about the warehouses. Do you see a difference in the whiskey coming out of the brick warehouses? How often do you get the chance to take a gamble? Do you see 81 still being prevalent in the market place? How many more derivatives do you think you can do? Are you wanting to bring in another recipe? Will we ever see a barrel strength Russell's Reserve? Do you enjoy picking barrels with consumers? Talk about the proof difference between Wild Turkey Kentucky Spirit and Russell's Reserve. Tell us about the partnership with Matthew McConaughey. Is it a goal to bring back the 8-year-old age statement?

Joshua and Jason have been to the Wild Turkey distillery four times now. Each time the two were there they got to spend time with the inimitable Eddie Russell, son of the one and only Jimmy Russell, and father to today's guest, Bruce Russell. While taking Joshua and Jason through Warehouse A to pick some casks for Single Cask Nation (and casks they do pick! two of them to be specific), Bruce talks to the boys about his family (and not just his dad and granddad), learning to write tasting notes with his dad, Jimmy Russell's palate, his own hatred for the word "smooth" (we KNEW he was a good lad!), and Bruce answers, too, questions from Facebook.So, as usual, have a seat, have a pour, and listen in. Unless you're driving. If you're driving, be smart and stay sober but be sure to listen into the conversation! Special thanks to: - Weigh Down for allowing us to use their song "Wooden Monsters" as our theme song- Moana McAuliffe for designing our Podcast Logo- RØDE for making *really* great microphones- Focusrite for making awesome USB receivers- Olympus and Tascam for making fine mobile recording devices- Joshua Hatton for producing and editing

Where can you see Lenny Kravitz, John Mayer, Bourbon Pursuit, Sheryl Crow, Eddie Russell, Sting, Fred Noe, and more! Only at Bourbon & Beyond Festival 2018! The entire Bourbon Pursuit Team is together for the first time to talk about the festival, the music , the Bourbon+ seminars, and a few backstage stories from last year. Oh yeah... you can win tickets to be there with us, visit Facebook and get entered to win. Sponsors: Get upfront and honest life insurance quotes in less than 10 minutes with an online application from Ethos. Bourbon and Beyond Music Festival takes place in Louisville, KY on Sept 22nd and 23rd. Buy tickets and see the bourbon workshops we will be moderating. Show Notes: Buy your tickets to the Speed Museum’s Art of Bourbon hosted by Fred Minnick This week's "Above the Char" with Fred Minnick discusses state pride and whiskey bars across the country. Our first podcast with Fred Minnick joining as part of the Bourbon Pursuit team! Talk about the origins and the planning process behind it What was the idea about the culinary components? What did you see out if your attendees about who were coming from outside the city? Let’s talk about the sessions Kenny and Ryan are leading two Bourbon+ Workshops What are you looking forward to with regards of music? Let’s talk about the Big Bourbon Bar Rabbit Hole brought their own bartenders from Death and Co What is Fred’s mini bar? Got a cool story from backstage last year? What about vintage pours? What is it about having a Tiki bar as well? We're sipping on Old Jordan from the 1900s

From Tales of the Cocktail in New Orleans, Dan and Emma sip whiskey and Boulevardiers with legendary distiller Eddie Russell of Wild Turkey. They're also joined by preeminent spirits writer Fred Minnick for a lively chat about the heritage of America's native spirit.

This week on Barrel To Bottle with Binny’s Beverage Depot, Kristen Ellis, Jeff Carlin, Pat Brophy and Roger Adamson present a unique conversation with Jimmy and Eddie Russell from Wild Turkey Distilling Co. These two icons of American whiskey talk about their combined 90+ years making whiskey in Kentucky, how the process has changed over the years, the innovation behind Wild Turkey American Honey, and handing down the distilling tradition to another generation of Russells. Plus, a lucky listener wins […]

Steve, Jeremy, Andrea, Seth and McNew check-in from the 2018 New Orleans Bourbon Festival Grand Tasting. A “who’s who” from the bourbon world. Guests include Eddie Russell, Maggie Kimberl, Bernie Lubbers, Steve Beam, Brent Elliott, Christine Riggleman and many more surprises. Today’s show is sponsored by Steve Akley’s book, Mules and More (https://goo.gl/EN3wEj). The Bourbon Show music (Whiskey on the Mississippi) is by Kevin MacLeod (incompetech.com). Check us out at: abvnetwork.com. Join the ABV Network Revolution by adding #ABVNetworkCrew to your profile in social media.

Steve, Jeremy, Andrea, Seth and McNew check-in from the 2018 New Orleans Bourbon Festival Grand Tasting. A “who’s who” from the bourbon world. Guests include Eddie Russell, Maggie Kimberl, Bernie Lubbers, Steve Beam, Brent Elliott, Christine Riggleman and many more surprises. Today’s show is sponsored by Steve Akley’s book, Mules and More (https://goo.gl/EN3wEj). The Bourbon Show music (Whiskey on the Mississippi) is by Kevin MacLeod (incompetech.com). Check us out at: abvnetwork.com. Join the ABV Network Revolution by adding #ABVNetworkCrew to your profile in social media.

Spending 3.5 to 4 hours with Eddie Russell, drinking bourbon, selecting casks, and sitting down for a long format interview? It's not a bad way to spend a Friday afternoon! During their conversation Eddie talks about designing special releases, his love for Wild Turkey "Cheesy Gold Foil," and the passing of the Wild Turkey familial heritage torch from his dad, to him, and down to his son, Bruce. All this conversation was had over a glass of 1977 8yo 101 bourbon. Again, not a bad way to spend a Friday afternoon! So, as usual, have a seat, have a pour, and listen in. Unless you're driving. If you're driving, be smart and stay sober but be sure to listen into the conversation! Special thanks to: - Weigh Down for allowing us to use their song "Wooden Monsters" as our theme song- Moana McAuliffe for designing our Podcast Logo- Blue Yeti for making great microphones- RØDE for making *really* great microphones- Olympus and Tascam for making fine mobile recording devices- Joshua Hatton for producing and editing

Steve, Chrissy, Brodie and Hurley continue on with our “We Love…” Week. This time the group talks about Eddie Russell. Be sure to check out Flaviar (flaviar.com) which is a club where you can enjoy many great benefits and sample some incredible whiskey, rum and gin offerings on a quarterly basis with their unique tasting boxes. The Bourbon Daily intro music (Welcome to the Show) and outro music (That’s A Wrap) are both by Kevin MacLeod (incompetech.com).

The most superstitious fan in the world has returned to the podcast this week. Just when you thought you heard it all, Billy DeMora comes back for round two with Dino and offers even more insight into his bizarre superstitious world. DeMora also shares about his trip to the Wild Turkey distillery where he had a private tasting with master distiller, Eddie Russell. The two cheers to good luck with Russell's Reserve 10 year.

Steve, Evan and Kaitlyn take a look at the life and career of one of their heroes, Bourbon Hall of Famer, Eddie Russell of Wild Turkey. The Bourbon Show music (Whisky on the Mississippi) is by Kevin MacLeod (incompetech.com).

After picking the barrel of Wild Turkey bourbon that has come to be known as, “The Hot Pickle” (now sold out), the Beast Masters continued an amazing day of tasting and chatting with Eddie Russell in Warehouse A. Eddie treated the crew to an amazing single barrel Rye selected by his son, Bruce, the third generation of Russells at Wild Turkey. Then we settled in to listen to Eddie tell us about about the history and evolution of Wild Turkey and the bourbon industry in Kentucky. Tune in for a truly unique perspective on where the American whiskey industry is now and how that came to be.

The Beast Masters were treated to an amazing barrel picking experience at Wild Turkey, hosted by none other than second generation Master Distiller, Eddie Russell. We met Eddie at Wild Turkey's historic Warehouse A to knock open the barrels that he set aside for us to choose from. This oldest of Wild Turkey's rickhouses was built in the 1890's and we could not have asked for a more perfect setting or host as we settled in for an afternoon of sampling a few of what Eddie calls his, "best 100 barrels out of 700,000". In the end, our intrepid crew of Beast Masters came away with the barrel we have all come to know as, "The Hot Pickle," a super deep, flavorful, spicy 9 year bourbon with a gorgeous long finish. We hope you all enjoy sipping some Hot Pickle as you listen along with us.

This week editor Laura meets Dan Hunter, head chef of the highly acclaimed Brae in Australia to talk about what heck hyperlocality means. Digital writer Alex is chatting to Eddie Russell, master distiller at Wild Turkey, about Bourbon and gets a lesson in making the perfect Old Fashioned and cookery writer Adam tells digital intern Amanda about his recent foodie trip to the Tarn region of France and his adventures in cheesemaking. See acast.com/privacy for privacy and opt-out information.

Wild Turkey Master Distiller Eddie Russell joins the show.  He shares stories of growing up in and around the bourbon industry, his early days at the distillery, working for and along side his father, bourbon ledgend Jimmy Russell, future releases and more.

@whiskyfest Here is a quick shot episode on our coverage for WhiskyFest Chicago 2017 WhiskyFest Chicago 2017 @WhiskyFest This is a multiple city festival that has been around for 20 years. Several of our hosts have attended over the years, but this our first review and coverage. It’s well organized. Easy crowd control, easy in/out, good info before and during the event. Great venue. Lots of things you would expect that after such a long time producing such an event. One major distinction in this event are the people. There were lots of master distillers there and some we don’t see out and about that often. Some notables Jimmy and Eddie Russell, Julian Van Winkle, Denny Potter, Paul Hletko, and Brendan Coyle. So if you are into pressing the flesh with the producers, this is a great event to catch them. We spotted several distillers pouring, snapping photos, and we even got in on some of the fan boy crush. The other people were the attendees with not just a massive crowd but such diverse whiskey fans. There were several whiskey clubs. Fans of bourbon, scotch, Japanese whisky, and plenty of newbies. We spent quite a bit of time just taking to the crowd and everyone was having a great time. There was not even a hint of complaints in these conversations. We still shake our head at the door rush to get some of the entire Old Rip Van Winkle lineup including the coveted Pappy 23. We walked calmly to the Beam booth and grabbed Bookers Rye. The VIP pours were great quality and there was time to get most of them in the 1 hour before the general admission. One of the few times we can say the VIP upgrade is worth it. Lots of old, rare, and unicorn blood during the VIP hour. We rarely see an event with the entire Buffalo Trace Antique Collection, Pappy, Hibiki 21, Macallan Edition No. 1 ,and Laphroaig 25 2013. That is a really small list of a room of extraordinary juice flowing. Even the non-VIP offerings were extensive with most of the global spirits companies bringing large portions of their product lines. We even tasted some things that we have never seen. Some here are some products that caught our attention: Hibiki 21 – wow, what a buttery decadent whisky. This is worth every penny and a major best buy. Please bury me in one of these bottles so I can enjoy eternal bliss. Redbreast 21 – we have not covered much Irish whisky on the show yet, and I was already a Redbreast fan, but this moved to a whole new level. Wood, honey, citrus, and quite complex. Aberlour 18 – it’s been awhile and I’ve been working on a couple batches of A’bundah. Don’t forget how good this is. It’s one of the flavor profiles that captured my heart for Scotch and continues to deliver. Some new to us products that were impressive – Connemara Cask, Kelbeggan 18, Few Spirits Flaming Lips Rye, Octomore 7. Brendan from High West had that look of great anticipation all over him of something very cool on the horizon. He reported nice things post acquisition by Constellation, but it was that other thing on his mind that was intriguing. The food was outstanding, although there is not really enough time or room to enjoy it. Our SS&S Fest Report Card Ratings 1-5 with 5 being the best Venue – 5 Whisk(e)y – 5 Food – 5 Audience – 5 Overall – 5 Would we come back – Yes Tips for next year: Grab something to eat and hydrate well before the event, it’s a bit of a sprint. Take the time to meet a fellow whiskey fan while you are in the short lines. Stay at the hotel venue the night of the event. Coat check the bag they give you.

Who knew spending time with a bourbon legend could be so amazing? (rhetorical question, really.) April 4 found Joshua and Jason in the company of the one and only Eddie Russell of Wild Turkey Fame. Eddie, now 36 years into his life with the distillery, spent a disproportionate amount of his time with the Joshua and Jason (more time than they could have hoped for). Together the boys selected two casks of Wild Turkey Bourbon for Single Cask Nation and have a great in-depth conversation with Eddie.Have a seat, have a pour, and listen in. Unless you're driving. If you're driving, be smart and stay sober but be sure to listen into the conversation!Special thanks to: - Weigh Down for allowing us to use their song "Wooden Monsters" as our theme song- Moana McAuliffe for designing our Podcast Logo- Blue Yeti for making great microphones- Olympus and Tascam for making fine mobile recording devices- Joshua Hatton for producing and editing

Steve, Evan and Alicia celebrate the birthday of Eddie Russell by sharing stories about him. The Bourbon Daily intro music (Welcome to the Show) and outro music (That’s A Wrap) are both by Kevin MacLeod (incompetech.com).

Eddie Russell, Master Distiller at Wild Turkey, joins the show to discuss growing up around the distillery, apprenticeship, and what tradition has taught him about the business. Talk about your childhood. What was your upbringing like? What sports did you play? You were also going to play college ball at one point How did you get roped into this operation? In 2015 you were named Master Distiller here at Wild Turkey. Talk about your job now. Did your formal education prepare you for being a Master Distiller? What are some of the biggest lessons your father taught you? What was life like before the bourbon craze? Do you and your dad have the same flavor pallet? Your dad has said time and time again he’s hard-headed and old fashioned. What are some of the traditions here at Wild Turkey you intend on keeping? Do you feel a sense of pressure? From Erik Hasselgärde on Facebook: Bourbon is rooted in tradition, some from 200 years ago, some from 50. What are they learning about bourbon today, that they hope to pass on to future bourbon producers? From Ryan Oberleitner: Why has their entry proof been raised over the years? What affect do they think that has had? Do you plan on bring the 13yr age stated export here stateside? From Jack Johnson on Facebook: When they reach 100 years (total together) as Master Distillers (which will occur in less than 18 months), can we expect some outstanding special editions? From- Will T @iamwillt: Can we please get age and warehouse info on private and single barrels? It would give us reason to buy multiples. What’s one thing that annoys you in the bourbon industry? Do the ladies pay attention to you when Matthew McConaughey is around? Last year you all came out with Russells Reserve 1998. Talk about that release because I’m mad at myself I didn’t drop the money on it and people are raving it’s one of the best things to come out of Wild Turkey What’s next for Eddie Russell?

Eddie Russell has been working in the shadow of his father, Wild Turkey's legendary master distiller Jimmy Russell, for the last 35 years. Now, Eddie's taking on more of the responsibility for developing new Wild Turkey and Russell's Reserve whiskies, just as his own son enters the family business. We'll talk with Eddie Russell and find out more about his latest project - the upcoming Master's Keep Decades Bourbon - on this week's WhiskyCast In-Depth. In the news, Utah's High West Distillery could fetch $100 million at auction, Angel's Envy has fired up the still at its new distillery in Louisville, and the Red Tape Follies return with an Irish tale that has a happy ending. 

This week on In the Drink, host Joe Campanale is joined in the studio by Master Distiller Eddie Russell of the Wild Turkey Distillery. With 34 years of experience under his belt, Eddie Russell knows a thing or two about Bourbon. As the son of legendary Master Distiller Jimmy Russell, and the third generation Russell to work at the Wild Turkey Distillery in Lawrenceburg, Kentucky, Eddie Russell is of an unmatched pedigree in the Bourbon industry. Like his father, Eddie is involved through the entire distillation and aging process of Wild Turkey’s whiskeys, ensuring every bottle meets the exacting standards set forth by their predecessors. Most recently, Eddie has led the charge on groundbreaking innovations for Wild Turkey, American Honey Sting and Wild Turkey Forgiven – which was awarded the Chairman’s Trophy at the Ultimate Spirits Competition. With the worldwide boom in Bourbon consumption, Eddie has his eye squarely on creating new whiskey expressions that appeal to a globally expanding consumer base, while cultivating Wild Turkey’s core expressions.

This week on The Speakeasy Damon interviews Jimmy and Eddie Russel of Wild Turkey Bourbon. Jimmy and Eddie talk about their experiences within the company over the past decades and their first experiences with bourbon. The two give their opinions on flavored whiskey, current whiskey demographics, and how the industry has changed and how they view these changes. This program was sponsored by The International Culinary Center. “I’ve worked here [Wild Turkey] since 1981 and i’ve loved every minute of it.” [5:00] — Eddie Russel on The Speakeasy

Meet the Atlanta based star of the new Cooking Channel show Belly Up! Atlanta based chef Eddie Russell is changing the way America experiences bar food. He is enlightening chefs that bar food can be both delicious and sophisticated. He will taste what bars and pubs current serve on their menus and will help them come up with new innovative, enticing foods that will not break the budget. The restaurant brokers interview Chef Eddie on his techniques along with providing listeners a sneak peak at this new TV show on Cooking Channel!

Since 1869, Wild Turkey Bourbon has been made on Wild Turkey Hill, just east of Lawrenceburg, Kentucky. Jimmy and Eddie Russell saw a need to expand production to meet growing global demand for bourbon, but no room to grow on the Hill. Now, they're making Wild Turkey at a new $50 million distillery just up the road, and the dedication ceremony for the new distillery was held this week. The Russells tell us how they've gotten the new plant to make spirit that tastes just like the old place, and we'll hear Jimmy's entire speech during the ceremony.

Wild Turkey Master Distiller Jimmy Russell and his son, Associate Distiller Eddie Russell, answer questions from WhiskyCast listeners in this episode.