Proof of Life: The Last Refuge
Irregular Dispatches for the Drinking Class from Your Chief Drinking Officer
We’re in the thick of event season, and the bourbon’s flowing just as fast as the banter. This month’s been packed with action—from VIP distillery visits to new release tastings with the Bourbon & Banter crew. And somewhere in the middle of it all, I’ve been thinking a lot about where this community started, where it’s headed, and what makes it worth showing up for again and again.
The short version? It’s the people. Always has been.
This edition of Proof of Life is loaded with the kind of stories, sips, and bourbon-fueled reality checks you’ve come to expect. From Brown-Forman’s stock nosedive to the tequila world getting salty over additives, we’ve got takes—and plenty of them. Plus, some fresh pours worth checking out, even if the price tags keep testing our patience (and our bank accounts).
Let’s get into it.
IT'S ALL ABOUT THE BANTER
I’m writing this from Brent's kitchen in Indianapolis, getting ready to hop on a bus with a crew of fellow bourbon misfits for our Bourbon & Banter Community VIP Experience at West Fork Whiskey and Hard Truth Distilling Co.These kinds of events are always a highlight for me—not just because there’s good whiskey (though, let’s be honest, that doesn’t hurt), but because it brings this community to life in the best possible way. Real people, real conversations, real pours. And this weekend, I get to meet a bunch of you in person for the first time. It’s like a family reunion... if your family preferred barrel strength over small talk.
We’ve been doubling down this year on both virtual and in-person experiences, and a lot of the credit for that goes to Brent Joseph, our Community & Barrel Program Manager. Brent’s been instrumental in making more of these events happen—and making them better. He’s taken my vision for what Bourbon & Banter could be and helped bring it to life. And if you’ve ever tried to herd a bunch of bourbon drinkers into a coordinated event, you know that’s no small feat. So cheers to you, Brent. Couldn’t do it without you, brother.
This all got me reflecting on just how far we’ve come. Bourbon & Banter officially launched in 2011, but our roots go back to 2008. We’ve grown from a scrappy blog into something that—while still proudly scrappy—is starting to better understand its purpose. Not just for me, but for the amazing group of folks who make this community what it is.
Bourbon & Banter was never built with a focus on website traffic or generating revenue to replace my day job. It was a passion project that, quite frankly, grew beyond my wildest expectations. Unexpectedly, DrinkCurious became the vehicle that allowed me to switch careers into one built on my passion for whiskey. Without the burden of requiring Bourbon & Banter to feed my family, I've lately been asking myself more and more whether we’re meeting my expectations for what a community like ours should be.
The answer? We’re getting there. And the secret is: we stopped trying to be like everyone else. We’re not chasing trends. We’re not trying to be the prettiest bottle on the shelf. We’re leaning harder into what makes us different—honest, curious, sometimes opinionated (okay, often opinionated), and always down for good company over good whiskey.
So what’s next? More of what makes us us. More personality. More stuff that gets me personally fired up and, hopefully, fires you up too. We’re bringing back some fan favorites, killing off anything that feels like homework, and making room for the weird, the wonderful, and the whiskey-soaked ideas that make this place fun.
If you’re already a Drinking Class member, thank you for helping us fund this beautiful madness. If you’re not, now’s a great time to join us and support what we’re building. Every membership helps us host more events, do more cool shit, and keep the good times flowing.
As always, my door’s open—drop me a note anytime. But right now, I’m wrapping up this edition of Proof of Life, hydrating one last time, and boarding the bus with the crew. Something tells me this trip to Hard Truth is about to live up to its name.
BOOZE BIZ BUZZ
Brown-Forman Ditches RNDC, Signaling Major Distribution Shift Across U.S.
Brown-Forman, the maker of Jack Daniel’s, is parting ways with Republic National Distributing Company (RNDC) in multiple states, marking its biggest route-to-market change in over 60 years. This move follows an earlier exit in California and aligns with a broader trend of major suppliers—including Tito’s, Cutwater, and Sazerac—ditching RNDC in favor of alternative distributors.
Starting August 1, 2025, Brown-Forman will transition its portfolio to new partners across 13 open states, including Johnson Brothers, Southern Glazer’s, Columbia Distributing, and Reyes Beverage Group. Notably, Breakthru Beverage Group becomes Brown-Forman’s largest distributor, managing 14 U.S. and Canadian markets.
RNDC’s troubles appear to be mounting. The company has cited margin pressures, rising costs, and shifting consumer trends, all while facing significant supplier losses and recent layoffs, particularly in California and Texas. Brown-Forman’s strategic moves highlight an evolving preference among suppliers to work with beer distributors (like Reyes) who are gaining ground in the spirits space thanks to cold box dominance and convenience channel access.
With more brands evaluating distribution through a “total beverage” lens, this high-profile departure suggests RNDC’s model may no longer meet the needs of fast-moving spirits companies.
🥃📋 SIP REP: Let’s be honest, few tears are being shed over Brown-Forman’s breakup with RNDC. Retailers and whiskey fans have been dealing with the inefficiencies and frustrations of that relationship for years. So, to see one of the biggest whiskey brands pivot toward smaller and more dynamic partners? That’s a breath of fresh air.
While it’s too early to declare RNDC finished, this exodus signals a real crack in the traditional three-tier system's armor. Let’s just hope this shift inspires more producers to think differently about how they get bottles into drinkers’ hands. Because if the current system’s taught us anything, it’s this: sometimes the middleman is just in the way.
Bourbon & Banter T-Shirts
Browse our collection of bourbon t-shirts and upgrade your wardrobe just in time for Father's Day.
Jose Cuervo Pushes Back on Additive-Free Tequila “Hype”
Jose Cuervo’s parent company, Proximo Spirits, is stepping out from the sidelines and into the fray over additives in Tequila. After watching the additive-free movement gain steam, they’re now claiming the narrative is “overstated” and full of misconceptions.
Their argument? Additives like glycerin, caramel coloring, oak extract, and sugar syrups are legal, widely used in spirits beyond Tequila, and not harmful. They say these ingredients help with consistency—balancing taste, color, and mouthfeel—and don’t replace traditional aging. According to Proximo’s EVP of Marketing, Lander Otegui, this conversation is distracting from the real issues: sustainability, agave grower relationships, and long-term category health.
Otegui also emphasized that while Proximo produces additive-free blancos, they believe the “additive-free” label has been used recklessly without standards or consistent lab testing. And now that the CRT and Mexican regulators have cracked down on the use of the term, Cuervo sees that as a win for transparency and the industry’s credibility.
🥃📋 SIP REP: Let’s be clear—the issue with additives in Tequila isn’t that they’re unsafe. The problem is this: brands are adding sugar and glycerin to smooth out rough edges, then turning around and charging ultra-premium prices for the result.
That’s not innovation. It’s cosmetic surgery.
Tequila has built its current popularity on stories of tradition, craft, and purity. But if the liquid in the bottle is being sweetened or softened after the fact, and still being sold at luxury-tier prices, that’s a value problem. Consumers deserve a well-made spirit that stands on its own, not one that’s propped up with flavor crutches behind closed doors. Additives may be legal, but in the premium space, they feel like a shortcut dressed up in a tuxedo.
Erin Petrey
Steve Coomes
Steve Coomes
Steve Coomes
Binder’s Stash Partners with Willett in High-Stakes Play for Ultra-Premium Whiskey Dominance
Binder’s Stash, a rising name in the luxury whiskey space, has formed a strategic partnership with Willett Distillery, one of Kentucky’s most iconic and respected whiskey makers. This collaboration grants Binder’s Stash exclusive access to Willett’s rare inventory, including experimental mash bills and limited barrels. The partnership also leverages Willett’s bottling operations and global distribution platform, providing Binder’s with scale and reach that could catapult it into a new tier of influence in the American whiskey world.
Founded by Bill Binder, Binder’s Stash has built its brand around bold design, rare barrel sourcing, and a flair for curated single-barrel releases. The brand has picked up major accolades, including Gold at the San Francisco World Spirits Competition and Double Platinum at the 2025 ASCOT Awards.
Willett Master Distiller Drew Kulsveen praised the collaboration as a move that reflects both brands’ dedication to quality and innovation, describing it as a limited partnership that supports growth while staying true to each company’s identity. For Willett—still family-owned and aging every drop onsite in Bardstown—it’s another notch in their already impressive legacy.
🥃📋 SIP REP: I've enjoyed a few pours and cigars with Bill Binder, and he's a solid guy who's been grinding for years to make single barrel picks feel like rockstar releases—and teaming up with Willett is a power move. Access to Willett’s barrel library and bottling firepower gives Binder’s Stash a serious leg up. That said, this is high-end whiskey we’re talking about, and the sticker shock will likely match the hype. If this partnership is a tee shot, the whiskey will probably land on the green... but the price? That might require a long uphill putt for me.
If you would like to join our DISCORD server, please reach out to me via email, and I'll get you a link to connect.
Brown-Forman Sales Plunge, Erasing a Decade of Growth
Brown-Forman, the parent company of Jack Daniel’s and Woodford Reserve, reported a steep 7% drop in Q4 net sales and a 5% decline for the fiscal year, with profits tumbling 45% for the quarter. The bad news triggered a 15% drop in stock price—erasing more than a decade of gains and dragging the stock to its lowest point since 2013.
Jack Daniel’s, long the company’s economic workhorse, saw a 6% sales decline. Meanwhile, premium brands like Woodford Reserve and Old Forester posted 8% sales growth—but not enough to offset losses. New products like Jack Daniel’s Tennessee Blackberry are being launched to attract new consumers, while older age-stated releases aim to tap into the collector market.
Executives pointed to a mix of factors dragging performance: the rise of GLP-1 weight loss drugs, legalized cannabis, declining Gen Z interest in drinking, tariffs (especially in Canada), and broader economic pressure leading customers to downsize—buying 375ml bottles instead of 750ml.
With more headwinds expected in 2026, the company is bracing for another tough year and guiding investors to expect further low single-digit declines.
🥃📋 SIP REP: Brown-Forman just took a hard right hook to the bottom line, and no one’s all that surprised. Jack Daniel’s isn’t exactly flying off the shelves like it used to, and while Woodford and Old Forester are still pulling their weight, they can’t carry the whole damn portfolio.
The real kicker? They’re blaming the usual suspects—Ozempic, weed, and Gen Z skipping the bar scene for TikTok. But let’s not pretend like $80+ bottles with flashy labels and no real depth are what people are itching to buy during a financial squeeze. Folks are walking into stores with a $10 bill instead of a $20—and the industry’s still pricing like it’s 2021.
They’re launching a blackberry-flavored Jack to try and fix things. Look, I love innovation, but let’s not confuse flavor trends with fixing a broken business model. This feels like a moment of reckoning, not just for Brown-Forman, but for how whiskey gets priced, packaged, and pitched.
NEW RELEASES
Here are some new releases worth a look—shared for awareness, not endorsement. #DrinkCurious, but choose wisely. 🥃
Woodinville Uncorks Its Oldest Rye Yet: An 8-Year, 100% Washington-Made Release
On June 7, Woodinville Whiskey Company will release its oldest rye to date: Woodinville 100% Rye Aged 8 Years, made entirely from grain grown, milled, mashed, distilled, and aged in Washington State. This new 100-proof release is priced at $129.99 for a 750ml bottle and comes packed with notes of molasses, clove, dark honey, cinnamon, vanilla, and a little dried cranberry for good measure.
It’s the result of a long, inefficient, but intentional process—from snow-covered fields to scorching summer harvests, all the way back across the mountains for aging in custom barrels. The first 500 bottles go on sale at the distillery at 7:00 AM Saturday, with wider national availability to follow.
🥃📋 SIP REP: I had the chance to taste this 8-year rye, and let me tell you—it’s legit. Rich, bold, and layered with all the right notes: molasses, clove, honey, and a nice dry grip on the finish that sticks with you.
At $129.99, I expected to be on the fence. But after that first sip, I’m already thinking about how many bottles I can fit in my carry-on. It’s not just good—it’s worth the splurge. If you’re a rye lover, don’t sleep on this one.
High West Releases 2025 Edition of The Prisoner’s Share
High West is back with a new edition of The Prisoner’s Share, hitting shelves in limited quantities nationwide starting June 1. This year’s blend includes a medley of straight bourbon and rye whiskeys (aged 4–12 years), finished in The Prisoner red wine barrels—bringing fruit-forward richness to the forefront.
The mash bill pulls from several sources, including MGP, Bardstown Bourbon Company, and High West’s own distillate. Bottled at 51% ABV (102 proof) and unchill filtered, this release continues the series’ tradition of marrying bold whiskeys with the influence of expressive red wine barrels.
Expect aromas of cranberry biscotti, orange zest, and espresso, leading into a palate packed with Montmorency cherries, raspberry preserves on brioche toast, and brown butter caramel. It wraps with black currant jam and a gentle rye spice finish. SRP is $174.99.
🥃📋 SIP REP: High West clearly isn’t backing down from the wine barrel arms race—and if Bardstown Bourbon Company thought they had the finish game on lock, they’ve got company. Who wins? Who knows. But one thing’s for sure: the customer always loses… at checkout. At $175, The Prisoner’s Share isn’t trying to be subtle—but it is rich, expressive, and about as close as whiskey gets to dessert in a glass.
Penelope Bourbon Launches Cigar Sessions Chapter 1
Penelope Bourbon is lighting up the whiskey world—literally—with the release of Cigar Sessions Chapter 1, a limited-edition blend crafted specifically to pair with medium-bodied cigars. This inaugural release blends Straight Bourbon, 100% American Single Malt, and American Light Whiskey into a balanced, 101-proof pour that’s rich, nuanced, and purpose-built for cigar lovers.
Developed in collaboration with noted cigar blenders Cynn Coburn (Dissident Cigars) and Lee Marsh (Stolen Throne Cigars), Chapter 1 took shape after testing 19 mash bill variations to dial in the perfect balance of flavors. Expect milk chocolate, vanilla, and candied apple on the nose, with a palate of dried peach, tobacco, warm caramel, and a finish of toffee, dark fruit, and light oak. Aged six years and bottled at 50.5% ABV, only 7,500 six-bottle cases are available nationwide at an MSRP of $79.99.
This marks the first installment in an annual series of cigar-paired whiskeys from Penelope, with future chapters promising new flavor pairings for different cigar styles. More info
🥃📋 SIP REP: I enjoy a good cigar, and finding the right whiskey to pair with it is part of the ritual. At 101 proof, some may wonder if this has enough strength to stand up to a cigar. But remember, this blend was built for medium-bodied smokes, not full-blown ass kickers. And with more “Chapters” on the way, there’s a good chance future releases will crank things up for those who want more punch.
For now, Chapter 1 looks like a well-thought-out pour that doesn’t try to overpower the moment. I haven’t lit one up with it yet, but it’s definitely going into my pairing rotation for a test drive.
Old Fitzgerald 7-Year Bottled-in-Bond Becomes New Signature Expression from Heaven Hill
Heaven Hill Distillery has officially announced the Old Fitzgerald 7-Year-Old Bottled-in-Bond as the flagship expression of its storied Old Fitzgerald line. This wheated bourbon comes in at 100 proof, aged for seven years in Level 3 charred oak, and will retail for around $59.99 per 700ml bottle nationwide starting summer 2025.
Built on a mashbill of 68% corn, 20% wheat, and 12% malted barley, the bourbon delivers aromas of graham cracker and honey, with fresh bread, brown sugar, and baking spice on the palate, and a finish that fades into oak with lingering cinnamon sweetness. Master Distiller Conor O’Driscoll noted that seven years hit the “sweet spot” for balancing complexity and approachability.
The packaging nods heavily to Old Fitz’s vintage roots: the iconic diagonal wordmark, “Your Key to Hospitality” tagline, and faceted bottle closure all harken back to the 1884 trademark and the diamond decanters of the 1950s. The rollout will also be supported by hospitality-focused events and partnerships aimed at connecting the brand’s historic identity with modern bourbon culture. Read more
🥃📋 SIP REP: Heaven Hill knows how to play the long game, and bringing Old Fitz back into regular rotation with this 7-Year Bottled-in-Bond feels like a smart swing at everyday premium. It’s a wheated bourbon with pedigree, dressed up with just enough vintage flair to satisfy both nostalgia junkies and new-school drinkers. And at $60 for 100-proof, 7-year-old juice with this kind of branding? That’s a damn reasonable pour in today’s market (even if it's just a 700ml bottle.)
Redemption Releases Rare 18-Year-Old Bourbon Ahead of Father’s Day
Redemption Whiskey is celebrating Father’s Day with a major drop: the Redemption 18-Year-Old Bourbon, a barrel-proof, non-chill filtered release that marks the latest addition to their ultra-premium Ancients Series. Sourced from the historic Lawrenceburg, Indiana distillery and selected by Master Blender Alan Kennedy, this long-aged bourbon is packed with complexity and character—and it’s already turning heads, earning Double Gold at both the 2025 San Francisco and New York International Spirits Competitions.
Clocking in at 103.4 proof, the bourbon showcases a warm nose of oak, cherry jam, cinnamon, and mint. The palate delivers cherry, oak, sweet corn, vanilla, and leather, with a medium-to-long finish that lingers with vanilla and cherry.
Available in limited quantities and priced at $399.99, it’s currently up for pre-order at ReserveBar.com.
🥃📋 SIP REP: Look, I’ve got a soft spot for older MGP bourbon—I really do. But once it creeps past that 12-year mark, it’s a whole different ballgame. That’s when the oak can start throwing elbows, and for someone like me who’s a bit tannin-sensitive, it doesn’t take much for a pour to go from rich and complex to dry and overworked.
So while Redemption’s 18-Year Ancients release sounds great on paper, I’m not shelling out $400 without tasting it first. At that price, there should be samples or more info about the barrels they pulled from. Until then, I’m sitting this one out and saving my splurges for bottles I’ve had a chance to vet with my own palate.
Old Forester Rolls Out the Red Carpet for President’s Choice Bourbon & Rye Nationwide
For the first time ever, Old Forester is letting President’s Choice out of Kentucky and into select shops across the country. That includes not just their single barrel bourbon — previously only available at the Louisville distillery — but also a brand-new expression: President’s Choice Rye.
Both releases are hand-selected by Master Taster Melissa Rift and Assistant Master Distiller Caleb Trigo, aged 7–9 years, and bottled at barrel proof (anywhere from 110 to 125). Priced at $225 a bottle, each one carries the prestige of Old Forester’s top-tier warehouse gems. A limited number will be available online (if you live in D.C., KY, NE, NH, or ND) and at the distillery on June 14 at 10 a.m. ET.
🥃📋 SIP REP: I recently got to taste both of these releases, the bourbon and the rye, along with my fellow Bourbon & Banter crew, Brent Joseph and Bob Bennett. We sipped, we savored, and we all walked away impressed.
Brent leaned toward the bourbon, which tracked — he’s always had a thing for a rich, full-bodied pour. Bob and I were both team rye this time.
Would I love to have a bottle of each on my shelf? Absolutely. They were some of the best expressions we've had from Old Forester in a long time. But at $225 a pop, we’ll be toasting the memory of that tasting for a while instead. Some pours are made for sharing — even if it’s just once.
📆 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.
June Group Therapy Session ⚕️| 6/24
Join your fellow Drinking Class members for our monthly group therapy session on June 24th 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 a Drinking Class member and subscribed to Service Announcements.
Colorado Whiskey Adventure | August 8/15-17
Clear your calendar and start building up your altitude tolerance—we’re heading to Colorado this August for a whiskey-soaked weekend you won’t want to miss. We’re lining up VIP stops at Breckenridge Distillery, Leopold Bros., and Laws Whiskey House for behind-the-scenes access and pours that’ll make your bourbon bucket list blush.
We’re keeping this tight—just 10 spots available—and Drinking Class members get first dibs (because perks, people). If you’re thinking, “Damn, that sounds like my kind of weekend,” now’s the time to upgrade that membership and lock in your chance to join us.
More details and pricing coming soon. For now, just know this: high elevation, high proof, and highly questionable late-night decisions await.
Annual Bourbon & Banter Summit | October 10/24-26
It’s that time again. The Bourbon & Banter Summit is back for another round of whiskey-fueled good times in Louisville, KY.
If you’ve joined us before, you already know the drill—barrel picks, unforgettable blind tastings, behind-the-scenes distillery visits, bourbon-soaked meals, and a raffle table that could start a turf war. And if you haven’t? Just know this isn’t your average bourbon gathering. It’s family-style chaos in the best possible way.
👉 Mark your calendar for August 15–17.
We’re still finalizing the full weekend agenda, but you can expect one-of-a-kind pours, unique experiences, and the kind of unfiltered camaraderie you won’t find anywhere else.
DrinkCurious members get first dibs on registration, so if you're not already part of the crew, now’s the time to fix that. Seats are limited and they will go fast.
Pricing, schedule, and full details coming soon. Until then, clear your calendar, pack your Glencairn, and get ready to raise a glass where bourbon history was born.
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…
Thanks for reading—and more importantly, for being part of this wild little whiskey-loving corner of the internet. I like to think we’re building the last refuge for the self-thinking bourbon drinker. A place where curiosity beats hype, and your own palate is the final authority.
If you dug this edition of Proof of Life, hit the 👍 at the bottom of the email. It helps more than you know.
Got thoughts, reactions, hot takes, or just want to say you’re still reading? Drop a comment—we actually read them all. Bonus points if you carry the conversation over to our Discord server, where the pours keep flowing and the opinions are higher proof.
Stay curious, drink what you like, and keep the banter strong.
—Pops
Chief Drinking Officer 🥃💼🧔🏻♂️