The Bourbon Life Podcast – Episode 267
Title: The Bourbon Life Crew: Unscripted & Unfiltered
Hosts: Mark, Matt, Stacey, Chad
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Show Summary:
In this lively Bourbon Life Crew episode, Mark, Matt, Stacey, and Chad gather for a live recording, diving into new bourbon tastings, discussing industry trends, and sharing their thoughts on market developments. The conversation covers everything from contract distilling shifts to celebrity whiskey brands and the realities of the evolving bourbon market. Featured tastings include Frey Ranch 100% Wheat Whiskey, Maker’s Mark Keepers Release, and Elijah Craig Barrel Proof A125.
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Show Notes & Time Stamps:
[00:00:05] - Introduction
• Mark welcomes listeners and introduces co-hosts.
• Lighthearted banter about recording live and missing their fellow crew member, Phillip.
[00:01:00] - The Bourbon Mail Call & Catching Up
• Discussion about the backlog of bourbon samples sent to the show.
• Decision to pick three bottles for this episode's tastings.
[00:02:52] - Tasting #1: Frey Ranch 100% Wheat Whiskey
• Introduction to Frey Ranch Distilling and its grain-to-glass approach.
• Tasting Notes:
o Nose: Vanilla, marshmallow, light strawberry, wheat bread, honey.
o Palate: Cherry, cream soda, almond, toast, well-balanced barrel influence.
o Finish: Lingering sweetness with a surprising spice note.
• Discussion about Frey Ranch’s history, distillation process, and their estate-grown wheat whiskey.
[00:08:47] - Industry Discussion: Is Bourbon Slowing Down?
• Addressing recent reports of a bourbon “slowdown.”
• Market data shows that while post-COVID demand has decreased, overall growth continues.
• The reality of whiskey sales stabilizing after the pandemic spike.
[00:09:52] - Green River Distilling Layoffs
• Green River Distilling lays off 27 employees (~30% of their workforce).
• Speculation on whether this signals industry contraction or just a shift in contract distilling trends.
• The impact of a slowing bulk whiskey market and investors exiting the space.
[00:13:00] - The Future of New Bourbon Brands
• The changing landscape for new whiskey brands.
• The importance of storytelling and direct consumer engagement.
• Why simply having a celebrity or a well-designed bottle is no longer enough.
• Discussion on depletion reports: measuring the success of brands based on how quickly their whiskey is reordered.
[00:16:28] - Case Study: Never Say Die Bourbon
• Reflecting on the recent interview with Brian Luftman.
• How Never Say Die Bourbon successfully connects with consumers through authenticity and passion.
• The importance of a well-executed story vs. surface-level branding.
[00:21:30] - Discussion on Distillery Production Slowdowns
• Diageo announces temporary pause in production at their Lebanon, KY distillery.
• Clarification that this is normal for major distilleries (for maintenance and inventory balancing).
• Comparing these trends to similar cycles in other industries.
[00:27:10] - Tasting #2: Maker’s Mark Keepers Release
• Introduction to Maker’s Mark’s latest Wood Finishing Series release.
• Tasting Notes:
o Nose: Bold oak, toasted sweetness.
o Palate: Well-balanced, rich caramel, vanilla, with enhanced barrel influence.
o Finish: Complex and layered, a perfect showcase of stave finishing.
• Background on the Keepers Release and the team at Maker’s Mark who selected the profile.
• MSRP: $74.99.
[00:45:00] - The Role of Private Equity in Bourbon
• Discussion on Bardstown Bourbon Company’s private equity ownership and Green River’s future.
• Speculation on how corporate-owned brands might adapt to changing market conditions.
[00:56:30] - Tasting #3: Elijah Craig Barrel Proof A125
• Introduction to Heaven Hill’s Elijah Craig Barrel Proof A125 release.
• Tasting Notes:
o Nose: Dark caramel, brown sugar, toasted oak, baking spices.
o Palate: Rich vanilla, cinnamon, molasses, deep oak influence.
o Finish: Long and warming, with lingering spice and toffee sweetness.
• Comparison to previous Elijah Craig Barrel Proof releases.
• Thoughts on barrel proof bourbons and their place in today’s market.
[01:10:00] - Bourbon Market Trends & Final Thoughts
• Recap of key industry discussions.
• The evolving expectations of whiskey consumers.
• Predictions on upcoming trends in bourbon production and pricing.
[01:20:00] - Wrapping Up
• Mark thanks the crew and listeners.
• Teasers for upcoming guests and future episodes.
• Closing remarks and farewell.
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This Episode of The Bourbon Life Podcast is sponsored by Three Chord Bourbon and The Kitchen Table at James B. Beam Distilling Co.

Check out all of our amazing sponsors online at:
www.threechordbourbon.com
www.visitthekitchentable.com

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In this Episode of the Bourbon Life Podcast, Mark and his special Co-Host, Chad, spend some time hanging out in The Bourbon Life Studios with Brian Luftman, Co-Founder, of Never Say Die.

The guys talk with Brian about his background as a trader in Chicago and how the connections that he made in that world eventually led him to the wonderful world of Bourbon, the incredible story behind the namesake of the brand, a horse named Never Say Die, and how a shot of Bourbon, the Epsom Derby, Queen Elizabeth, and The Beatles, all tie into the creation and story of the brand, and also Never Say Die’s unique process of shipping barrels of Kentucky Bourbon and Rye to England, via ocean passage, to continue aging and maturing in England.

They also taste and review Never Say Die’s Kentucky Straight Small Batch Bourbon, their Kentucky Straight Rye, and their Barrel Strength Kentucky Bourbon.

This Episode of The Bourbon Life Podcast is sponsored by Three Chord Bourbon and The Kitchen Table at James B. Beam Distilling Co.

Check out our amazing sponsors online at:
www.threechordbourbon.com
www.visitthekitchentable.com

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In this Episode of the Bourbon Life Podcast, Matt & Mark spend some time hanging out in The Bourbon Life Studios with their good friend and fellow Bourbon Life Crew Member, Chad. They were going to name the Episode “Three Guys and a Bottle” but after much deliberation realized that it might not be the best idea to do so.

The guys talk about the ratification of the new standard of identity for American Single Malt which became effective on January 19th and what that means for the whiskey industry in the US, whether the role of social media influencers and the amount of marketing in general for Bourbon have dropped off over the past few months and what that might signify overall for the Bourbon market, and the recent re-emergence of American Light Whiskey and the impact that category might have on the US whiskey market over the next few years.

They also taste and review High Peaks Distilling’s Cloudsplitter American Single Malt, a Huling Station Trolley Stop Series Madison Ave. Line 9-Year Old Wheat Whiskey, and a Pride of Indiana 10-Year Old Straight American Whiskey.

This Episode of The Bourbon Life Podcast is sponsored by Three Chord Bourbon and The Kitchen Table at James B. Beam Distilling Co.

Check out our amazing sponsors online at:
www.threechordbourbon.com
www.visitthekitchentable.com

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In this REMIX Episode of The Bourbon Life Podcast, Matt & Mark spend some time hanging out with Tim Piersant, CEO & Founder, of Chattanooga Whiskey. This Episode originally aired on June 7, 2024 as Episode 226.

The guys talk with Tim about his background and previous career working for his dad’s business and how he eventually ended up in the whiskey business, the creation of the Chattanooga Whiskey brand and the legal battle that they had to fight to get distilling legalized again in Chattanooga, and the incredible success that Chattanooga Whiskey has had as a privately owned, craft distillery and how they plan to maintain that level of success into the future.

They also taste and review Chattanooga Whiskey 91 Bourbon, Chattanooga Whiskey Cask 111 Bourbon, and their Chattanooga Whiskey Founder’s 12th Anniversary Blend.

This Episode of The Bourbon Life Podcast is sponsored by Three Chord Bourbon and The Kitchen Table at James B. Beam Distilling Co.

Check out our amazing sponsors online at:
www.threechordbourbon.com
www.visitthekitchentable.com

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In this Episode of The Bourbon Life Podcast, Matt and Mark spend some time hanging out in The Bourbon Life Studio with Julian Jones, Co-Founder and Master Distiller, of West Fork Whiskey Co. located in Westfield, Indiana.

The guys talk with Julian about the decision that he, his brother, Blake, and their childhood friend, David McIntyre made to leave their professional careers to start an Indiana focused, grain to glass Distillery back in 2014, their West Fork Whiskey lineup that focuses on grain to glass production as well as their MGP-sourced Hamer Bourbon line, including Old Hamer and Hugh Hamer, which features a 99% corn, 1% malted barley mashbill, as well as what the future looks like for West Fork Whiskey Co. and the Hamer Bourbon line.

They also taste and review their Old Hamer Cask Strength Straight Bourbon Whiskey, their Hugh Hamer Straight Bourbon Whiskey Finished in Rum Barrels, and their award-winning Hugh Hamer Double Oaked Straight Bourbon Whiskey.

This Episode of The Bourbon Life Podcast is sponsored by Three Chord Bourbon and The Kitchen Table at James B. Beam Distilling Co.

Check out our amazing sponsors online at:
www.threechordbourbon.com
www.visitthekitchentable.com

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In this Episode of The Bourbon Life Podcast, The Bourbon Life Crew reassembles in The Bourbon Life Studios for their 1st Episode of 2025.

The Crew members each make their bold predictions for the Bourbon industry for 2025, discuss some recent negative news about the state of the Bourbon industry as a whole, and dive into the recent Surgeon General warning regarding alcohol consumption and the impact that could have on the industry.

They also taste and review a 2022 Shenk’s, the Fall 2024 Old Fitzgerald Bottle in Bond 11 Year Old Bourbon, and Dancing Goat Distillery High Rye 8 Year Old Bourbon.

This Episode of The Bourbon Life Podcast is sponsored by Three Chord Bourbon and The Kitchen Table at James B. Beam Distilling Co.

Check out our amazing sponsors online at:
www.threechordbourbon.com
www.visitthekitchentable.com

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In this Episode of The Bourbon Life Podcast, Matt and Mark spend some time hanging out with Eric LeGrand and Biran Axelrod, Co-Founders of Eric LeGrand Bourbon.

The guys talk with Eric and Brian about their respective backgrounds, including Eric’s life-altering spinal cord injury that he sustained during a football game while a member of the Rutgers Scarlet Knights and how he has overcome that injury through his titan strength and perseverance and Brian’s extensive and impressive career in the spirits industry, how they came together as a team to develop a Bourbon brand and their decision to donate a portion of the proceeds to the Christopher and Dana Reeve Foundation, as well as what the future looks like for the brand.

They also taste and review Eric LeGrand Kentucky Straight Bourbon and Eric LeGrand Kentucky Straight Bourbon Single Barrel.

This Episode of The Bourbon Life Podcast is sponsored by Three Chord Bourbon and The Kitchen Table at James B. Beam Distilling Co.

Check out our amazing sponsors online at:
www.threechordbourbon.com
www.visitthekitchentable.com

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