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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