Proof of Life: People First, Pours Second
Irregular Dispatches for the Drinking Class from Your Chief Drinking Officer
First off—apologies for ghosting you last week. I was out in San Francisco spreading the bourbon gospel with a DrinkCurious pub takeover during the RSA Conference. Between the barrel banter and late-night pours, the schedule got a little… aggressive. But I’m back, hydrated (mostly), and ready to dive into another packed edition.
This week, we’re kicking things off by raising a well-deserved glass to someone who’s spent decades doing the same for all of us—Bernie Lubbers. If you’ve ever had the privilege of sipping whiskey with Bernie, you already know: he doesn’t just talk about bourbon—he lives it. His recent promotion to Whiskey Ambassador Emeritus at Heaven Hill is more than just a title change—it’s a reminder that this industry, at its best, has always been about people, not just pours.
From there, we’re diving into fresh releases, new collaborations, industry shakeups, and a few stories that’ll make you snort your bourbon (looking at you, THC-in-a-can crowd). Buckle up, refill that Glencairn, and let’s get back to business.
People Before Pours: Cheers to Bernie Lubbers
If you’ve been lucky enough to share a pour with Bernie Lubbers, you already know: bourbon isn’t just what’s in the bottle—it’s about the people behind it. And Bernie? He’s one of the best we’ve got.
I first met Bernie back in 2012 when Bourbon & Banter was just starting to catch fire. I reached out to Jim Beam looking for someone to host a bourbon dinner for our first VIP Bourbon Pilgrimage. Bernie showed up and brought the house down—not with ego, but with personality, warmth, and that unmistakable blend of humor and knowledge that would eventually earn him the nickname The Whiskey Professor. We became fast friends, and not long after, he made the move to Heaven Hill, where he’s been pouring his heart and soul into the industry ever since.
So it’s only fitting that Heaven Hill has named Bernie Whiskey Ambassador Emeritus, a well-earned honor that reflects not just his expertise, but the relationships he’s built across decades of work.
For those of us who’ve seen Bernie in action—traveling 100,000+ miles a year, breaking down the history of Bottled-in-Bond with a guitar in hand—it’s no surprise. His passion for whiskey education has changed the way the industry teaches, talks, and toasts. He’s helped reintroduce a generation to one of bourbon’s most trusted traditions, and along the way, proved that kindness and knowledge go a hell of a long way in this business.
Personally, one of my favorite things to do when I’m in Louisville is to meet Bernie off the beaten path, sit down over a few drinks, and just talk shop—with no agenda. Just two guys who love bourbon and this industry, checking in. That’s the kind of man Bernie is. No flash, no fluff—just real hospitality and a deep-rooted love for what bourbon means.
As Bernie steps into this new chapter with Heaven Hill, we raise a glass to one of bourbon’s truest champions. This isn’t a goodbye—it’s a continuation of a friendship and a legacy built on people first, whiskey second.
Congratulations, Bernie. The bourbon world is better because you’re in it.
BOOZE BIZ BUZZ
Glenfiddich & OpenTable Team Up for Premium Whisky Dinners Nationwide
Glenfiddich Single Malt Scotch Whisky has partnered with OpenTable to launch exclusive “Glenfiddich Whisky Experiences” at high-end restaurants across the U.S. From May 1 through June 30, diners can reserve curated experiences at spots like Le Jardinier (TX), Il Mulino Prime (NY), and the Waldorf Astoria (CA). Each reservation includes a welcome Glenfiddich pour—served neat, on the rocks, or as a cocktail—and a chance to enjoy elevated flavor pairings in a refined setting. With more diners craving unique food-and-drink moments, this partnership blends Scotch sophistication with OpenTable’s reach to make luxury whisky more accessible, sip by sip. Learn more and book your experience here
🥃📋 SIP REP: This kind of move makes total sense as whiskey sales slow and brands look for ways to stay top of mind—and top shelf. Glenfiddich linking up with OpenTable is a classic Scotch-world first-mover play: create an experience, make it feel premium, and turn a pour into a night out. Smart. But it’s also a sign of the times—mark my words, we’re going to see more of this as brands try to boost on-premise engagement in a tough market. The real question is: how long until bourbon starts playing this game in a big way? Because at this point, Scotch is setting the table—and bourbon might want to start sending out RSVPs.
Pursuit Spirits Expands Lineup with New Proofs and Packaging Refresh
Pursuit Spirits, the whiskey brand born from the Bourbon Pursuit podcast, has unveiled a major expansion of its Pursuit United lineup. The brand is introducing new 88 proof and Barrel Proof versions of both its bourbon and rye, aiming to offer something for every kind of whiskey drinker—from approachable sippers to bold, cask-strength pours.
- 88 Proof Pursuit United Bourbon and Rye are designed for everyday enjoyment, priced at $39.99 each.
- Barrel Proof expressions clock in at 119.8 (Bourbon) and 121.2 (Rye) proof, with rich, dessert-like profiles and an SRP of $79.99.
Alongside the new proof points, Pursuit Spirits has launched a complete packaging redesign. All bottles are now custom 700ml glass with updated labels that emphasize mash bill transparency and finished styles.
As the brand prepares to open its new Whiskey Row location in Louisville, the refreshed look and expanded portfolio mark a bold next chapter.
🥃📋 SIP REP: We’ve watched Pursuit Spirits build this brand brick by brick, and this move shows they’re not slowing down. New proof points? Smart. Fancy new bottle? Sharp. Still no plans for a Costco-sized podcast-host-shaped decanter? Missed opportunity—but we’ll let it slide.
Diageo Sued for Allegedly Misleading Consumers About Casamigos and Don Julio Tequilas
A proposed class-action lawsuit filed in federal court accuses Diageo of deceptively labeling Casamigos and Don Julio tequilas as “100% agave” while allegedly blending them with cane or other non-agave alcohols. The suit claims these products fail to meet both U.S. and Mexican regulations for being labeled as pure tequila, and that consumers—believing they were getting premium 100% Blue Weber Agave spirits—were duped into overpaying.
Filed in New York by consumers and a restaurant, the suit seeks over $5 million in damages and demands an end to what it calls false advertising practices. Diageo, unsurprisingly, denies the claims and says it will “vigorously defend” itself in court. Read More
🥃📋 SIP REP: Wow—Diageo being less than transparent about what’s in your bottle of Casamigos? I, for one, am stunned. (That’s sarcasm, in case the neat pour didn’t give it away.) Honestly, between the CRT silencing “additive-free” claims and now this lawsuit suggesting Clooney’s cash cow might be cutting corners, it’s starting to feel like transparency in tequila is more myth than mission. If this lawsuit holds any weight, it just confirms what some of us have suspected for a while—fancy branding and celebrity hype don’t always add up to honest tequila.
Steve Coomes
Steve Coomes
Brent Joseph
Lost Lantern Launches Discovery Club to Spotlight Emerging American Whiskey
Lost Lantern—an independent bottler known for curating standout American whiskies—has launched the Discovery Club, a $90/month subscription service delivering a new exclusive 750ml whiskey to members every month. These bottles, sourced from lesser-known or rising distilleries, won’t be available anywhere else. Along with the monthly pour, members get early access to other Lost Lantern releases, virtual tastings, and behind-the-scenes content. The club is capped at 180 members and starts May 1, featuring initial bottlings from two of Lost Lantern’s most popular partners, followed by a year of new distillery collaborations across various whiskey styles. 👉 Join or learn more here
🥃📋 SIP REP: Lost Lantern’s always had an eye for unearthing hidden gems, and this club feels like a natural evolution—curated whiskey for the curious drinker who’s tired of hunting through hype and taters. With the bourbon world choking on $80 sourced bottles of sameness, $90 for something exclusive, vetted, and actually different might just be the best new pour you didn’t know you needed.
Devils River Whiskey Files for Bankruptcy Protection
Devils River Whiskey, a Texas-based brand launched in 2017 and backed by actor Dave Bautista, has filed for Chapter 11 bankruptcy. Despite expanding into 36 states and five countries—and claiming over 60 industry awards—the company is now attempting to reorganize amid financial challenges.
Court filings reveal liabilities between $1 million and $10 million, with major debts owed to Sazerac and a prominent law firm, among others. While the brand has made waves with bourbon, agave, and coffee whiskey offerings—and tried to diversify bourbon culture—it now faces serious questions about long-term viability. Read More
🥃📋 SIP REP: Look, I’ve had this whiskey—and even when a local store in St. Louis put it on sale and added a $5 neck-tag rebate, making it free, I still walked away unimpressed. It's one thing to struggle as a small brand, but when the whiskey doesn’t deliver even at zero dollars, it’s no surprise the finances followed suit. Celebrity investors and shiny awards might turn heads, but at the end of the day, it’s what’s in the glass that counts.
THC in a Can: The New Happy Hour Wild Card
THC-infused beverages are making their way into mainstream markets—even in states where weed isn’t legal—thanks to a legal loophole from the 2018 Farm Bill. These drinks promise a buzz without the booze, luring consumers away from alcohol with claims of fewer calories, better sleep, and hangover-free mornings. But experts warn they carry the same risks as edibles: delayed effects, potential overconsumption, mental health issues, and impairment. Potency varies wildly by brand, and the effects hit faster than edibles but slower than smoking. Add in inconsistent labeling and questionable oversight, and it’s a choose-your-own-adventure in altered states—with unknown long-term consequences. Related story.
🥃📋 SIP REP: What could possibly go wrong with semi-legal, THC-laced drinks sold next to hard seltzers with labels that feel more like a dare than a dosage guide? Let’s see… delayed effects that lull you into a false sense of “I'm fine,” inconsistent potencies, zero FDA oversight, and science still playing catch-up on how these things even work in your body. Toss in the fact that your fizzy little buzz bomb could hit harder with food and that you’re more likely to find it at a convenience store than a dispensary—and yeah, we’re deep in "hold my drink" territory. At this point, grabbing a mystery THC seltzer off the shelf is about as safe as accepting a cocktail from a guy in cargo shorts at a dive bar. The marketing’s slick, but don’t let the zero-cal claims distract you: this isn’t a healthier happy hour—it’s just a riskier one with better packaging.
NEW RELEASES
Here are some new releases worth a look—shared for awareness, not endorsement. #DrinkCurious, but choose wisely. 🥃
Frey Ranch Launches Limited “Harvester Series” to Celebrate 10 Years of Distilling
Frey Ranch Distillery is marking its 10th anniversary with the launch of the Harvester Series: 10th Anniversary Edition, also dubbed “First Harvest.” This high-proof (121.14) American whiskey blends over 100 barrels and 14 mashbills, all crafted from grains grown entirely on the Frey family’s Nevada farm. With whiskey as old as 7.5 years and a collaborative blend effort between Colby and Ashley Frey, Master Distiller Russell Wedlake, and renowned Master Blender Nancy Fraley, this release puts provenance and flavor front and center.
The result? A grain-forward whiskey that drinks like a deconstructed s’more—think custard, marshmallow, oatmeal cookie, and Nevada pinenuts. Packaged with a metal tractor topper and silo-inspired case, the bottle pays homage to the family’s five-generation farming legacy.
Only 500 bottles were produced, and they sold out within one minute when they went on sale this past week for $249.99. Nevada retail drops to follow.
🥃📋 SIP REP: I had the chance to taste an early version of this release last year when Frey Ranch sent me a sample for feedback. Back then, it was promising but a bit of a brute—bold, but not quite balanced. I’m thrilled to report that what they’ve bottled today is a major step up. This refined version delivers big flavor without overwhelming the palate and shows just how far they’ve come. It’s a truly one-of-a-kind pour that proves you can celebrate grain, craftsmanship, and complexity all in the same sip. Pricey? Sure. But in a market drowning in overpriced sourced whiskey, this one may earn its sticker.
Chattanooga Whiskey Releases Its Most Limited Bottled-in-Bond Yet: Spring 2021 Vintage
Chattanooga Whiskey has announced the Spring 2021 Vintage—its most limited Bottled in Bond release to date. Blended from barrels filled between January and June 2021, this edition features three mash bills, including a standout new one dubbed “Barrel 78”. That five-grain recipe—built with chocolate malted barley, double roasted caramel malt, and cherrywood smoked malt—makes up 20% of the blend and adds rich notes of chocolate malt and baked apple.
The rest of the blend leans heavily on the distillery’s beloved wheated recipe, creating a light, spring-forward flavor profile with butterscotch candy, cream soda, fresh plum, and lemon curd. Only 20 barrels were used, making this the rarest Bottled in Bond Chattanooga has ever released.
Available starting May 9 at their Experimental Distillery and rolling out in limited quantities in select states and online at Seelbachs.com for $52.99.
🥃📋 SIP REP: I’ve been a Chattanooga Whiskey fan for a long time and always keep an eye out for what they drop next. While I haven’t tasted this Spring 2021 Vintage just yet, the new “Barrel 78” mash bill sounds like it could add a real twist to the usual BIB flavor profile. Chocolate malt, cherrywood smoke, and lemon curd? I’m intrigued. If you’re lucky enough to snag a bottle, don’t sleep on it—this one’s limited and loaded with potential.
If you’ve laughed, learned, or rolled your eyes so hard you needed a neck adjustment while reading Proof of Life, do us a solid: share it with someone who needs a little more truth (and a lot less influencer fluff) in their bourbon life.
We’re building something real here—and the more folks we get into the Drinking Class, the better the pours, the picks, and the banter get. Forward the email, tag a friend, shout it from the rickhouse rooftop. Just help us keep the signal strong.
Because bourbon’s better when it’s shared—especially with people who actually get it.
Chicken Cock 10-Year Double Oak Kentucky Whiskey
Chicken Cock Whiskey has doubled down on its Double Oak expression—literally. The new 10-Year Aged Kentucky Whiskey builds on their original 8-year-old release by giving it an extra two years of aging in a second American oak barrel. The result? A 98-proof sipper bursting with flavor, from dark chocolate-covered berries and toasted coconut on the nose, to waffle cone, vanilla bean, and warm spice on the palate. The finish is rich and dessert-like, with notes of crème brûlée and cinnamon flan. SRP: $79.99 | 46% ABV
🥃📋 SIP REP: I haven’t had the chance to taste this one yet, so I can’t say for sure if the extra oak time adds depth or just double trouble. But at 10 years old and $79.99, it’s priced to tempt (compared to other new releases). This might be worth a shot if you’re into dessert-forward pours with a toasted oak backbone. Just keep your expectations grounded—double the barrels doesn’t always mean double the bliss.
Oaklore Four Grain Bourbon Expands Nationwide
After making waves in its home state, Oaklore Distilling Co. is releasing its flagship Four Grain Bourbon nationwide. Crafted from a blend of five- to six-year-old wheated and rye bourbon barrels, the whiskey features a unique mash bill (72% corn, 11% wheat, 10% rye, 7% malted barley) and undergoes a second aging in North Carolina’s Piedmont region—known for its stable climate and ideal aging conditions.
The result is a 92-proof, non-chill filtered sipper with notes of toasted pecans, honey butter cake, toffee, crème brûlée, and a butterscotch-spice finish. Priced at $69.99, it’s now shipping to 42 states via oakloredistilling.com.
🥃📋 SIP REP: Gotta be honest—I don’t know much about Oaklore yet. Haven’t tasted it, haven’t visited, and no one’s slid a sample my way (not a hint, just facts). But I respect a brand trying to put their region on the map the right way—using real age, a unique four grain mash bill, and not cutting corners on proof or process. Time will tell if it’s more than just good packaging and a polished press release. If you give it a shot, let me know what you think. I’ll be over here waiting for the whiskey—or the truth—to find me.
Woodinville Tequila Finish Bourbon: A Curious Collision of Agave & Oak
Woodinville Whiskey Co. is stepping into unexpected territory with its new Tequila Finish Flagship Bourbon (100 proof, $69.99). Head distiller Brett Carlile admits he was hesitant at first, but his curiosity won out—and now the result is a bourbon finished in Extra Añejo Tequila barrels, bringing together two bold spirits in one bottle.
Crafted from locally grown Washington grains and aged nearly six years in air-seasoned American oak, this limited release spent its final stretch in Tequila barrels deep inside Woodinville’s secretive Warehouse 1. Only 2,000 bottles exist, with the first 500 launching May 3 at the distillery and the rest online May 5 via woodinvillewhiskeyco.com.
🥃📋 SIP REP: I’ll admit it—bourbon finished in tequila barrels made me raise an eyebrow too. But Brett Carlile’s curiosity is the kind I respect, especially when it leads to something this wild. Woodinville’s no stranger to putting out solid whiskey, and with less than 2,000 bottles out there, this one's got collector bait written all over it. I haven’t tasted it yet, but if this mashup works half as well as Brett says, it might just be the weird experiment that pays off. Keep your eyes (and Glencairns) open.
Old Fitzgerald Bottled-in-Bond Spring 2025 Edition (9-Year)
Heaven Hill has unveiled the Spring 2025 release in its Old Fitzgerald Bottled-in-Bond Decanter Series—a 9-year-old Kentucky Straight Bourbon crafted from barrels filled in Spring 2016 and bottled in Spring 2025. This marks the 15th national release in the series, featuring the signature green label for spring editions and the elegant decanter bottle that’s become a collector favorite.
Clocking in at 100 proof (50% ABV) and meeting all Bottled-in-Bond standards, this edition offers a bright copper hue with aromas of apple pie crust, followed by notes of vanilla, butterscotch, toasted cereal, and cinnamon-spiced baked apples on the palate. The finish? Creamy, rich, and layered with oak and spice.
Expect it on shelves soon—allocated and priced at $129.99 (750ml).
🥃📋 SIP REP: The decanter’s pretty, the pedigree’s strong, and 9 years in bond is nothing to sneeze at—but let’s be real: most of us will only see this on a shelf if we’re lucky (or flush with retail connections). Still, Heaven Hill knows how to deliver age, proof, and presentation in a way that rarely disappoints. Just don’t let the shiny glass fool you—this is a solid whiskey, not shelf candy. If you land one, pour it proudly.
Heaven Hill Grain to Glass Bourbon (2025 Edition) & Family Farms First Initiative
Heaven Hill Distillery has dropped the second edition of its Grain to Glass Kentucky Straight Bourbon Whiskey, crafted with Beck’s 6225 corn grown by Peterson Farms in Nelson County, KY. This 6-year-old bourbon features a mashbill of 52% corn, 35% rye, 13% malted barley, bottled non-chill filtered at 105 proof, and aged at their Cox’s Creek rickhouse. The result is a bold, richly layered bourbon that celebrates American farming at its roots.
Coinciding with this release, Heaven Hill also launched the Family Farms First™ initiative, pledging up to $300,000 through 2028 to support family-owned farms via a new partnership with Farm Rescue, a nonprofit providing emergency assistance to farmers impacted by injury, natural disasters, or other hardships.
Heaven Hill will donate up to $100,000 per year from Grain to Glass bottle sales to support this cause—linking every pour to preserving the livelihoods of American farm families.
🥃📋 SIP REP: This is exactly the kind of release that makes you want to pour a dram and call your grandparents. I haven’t had this year’s edition yet, but if it follows the quality of the first, we’re in good shape. High rye, barrel proof, and farm-sourced? That’s my kind of pedigree. And bonus points for Heaven Hill doing more than just slapping a barn on the label—this initiative actually supports the people who grow the damn grain. If you're going to spend money on whiskey, might as well buy the bottle that does more than just look good on your shelf.
📆 DATES TO REMEMBER
I suck at remembering dates. As such, I've developed a solid habit of putting things on my schedule as soon as I get the information. Let my lack of memory help you keep track of key dates related to booze.
Community Calendar Reminder 🗓️
Bookmark our community calendar so you're always in the know.
Hard Truth Virtual Community Tasting – 5/20
Our next community tasting, on 5/20/25, will focus on Hard Truth Distilling. Register here to bring your own bourbon and join us.
West Fork Whiskey VIP + Private Barrel Pick - 6/6
Ready to drink like an insider? Join Pops, Brent, and fellow Bourbon & Banter Drinking Class members for a one-of-a-kind, behind-the-scenes experience at West Fork Whisky’s 35,000 sq. ft. whiskey wonderland. We’re getting a private VIP tour and picking a private barrel for the Bourbon & Banter Community. Update: Registration is now closed, and attendees have been notified. SOLD OUT
Hard Truth Distilling VIP Experience + Get Lost Tour - 6/7
We’re keeping the weekend rolling after the West Fork Whiskey barrel pick with a Saturday all about whiskey, wide open spaces, and a little adventure. Together, we'll head to Hard Truth Distilling for lunch, a behind-the-scenes VIP tour, and an unforgettable afternoon exploring the 325-acre Hard Truth property via ATVs. SOLD OUT
May Group Therapy Session ⚕️- 5/27
Join your fellow Drinking Class members for our monthly group therapy session on May 27th at 7:00 p.m. CT. A Zoom link will be sent via email and Discord before the session date. To receive these updates, make sure you're subscribed to Service Announcements.
If you're eyeing any of these events and thinking, "Damn, that sounds like my kind of party", here's your sign: join the Drinking Class.
Our paid members get first dibs on barrel picks, tastings, and special events—plus access to the kind of exclusive experiences we don't post all over social. If you want in, it's simple: upgrade your membership and pull up a stool. The good stuff starts here. 🥃💼🧔🏻♂️
Until Next Pour…
As much as this newsletter is about bottles, brands, and bourbon buzz—it’s really about people. That’s always been the heart of Bourbon & Banter.
Case in point: last Friday, longtime community member Cesar Berenguer made the trip to St. Louis, and we linked up with local legend Kevin Myers for what turned into an epic bottle share that ran deep into the night. We sipped, smoked cigars, and swapped stories until 2 a.m.—zero agenda, just good company and even better conversation. That night wasn’t just fun (though it absolutely was); it was a reminder of why we started this thing in the first place.
So yeah, maybe that gathering was another reason why the newsletter took a week off. But I’d trade inbox clutter for bourbon-soaked fellowship like that any day.
Whether you’re catching up on the latest releases or just looking for a reason to connect over a pour, remember: the whiskey is great—but the people make it matter.
Stay curious, stay kind, and pour something worth sharing.
—Pops
Chief Drinking Officer 🥃💼🧔🏻♂️