There’s a humorous factor about being deep into bourbon for a few a long time—you begin to understand that the extra issues change, the extra your shelf begins to appear to be it did 20 years in the past. This week, I’m reflecting on whether or not each bourbon lover finally finds themselves again the place they started—with the legacy manufacturers that by no means wanted fancy labels, sourced secrets and techniques, or triple-digit worth tags to earn a spot in your glass.
However don’t fear, it’s not all nostalgia and neck pours. We’re diving into whisky fraud (as a result of apparently, cask scams at the moment are organized crime), the continuing tequila transparency tug-of-war, Japan’s shift from sake to skinny cans, and whether or not humanity has already hit “peak booze.” Spoiler alert: I blame social media for a part of that decline—and I’m able to commerce doomscrolling for a correct pour any day.
Plus, there’s a slew of recent releases to maintain your curiosity (and pockets) on its toes—from New Riff’s newest single malt experiment to Barrell’s $200 “Full Proof” gamble. Oh, and should you’ve ever dreamed of sipping whiskey from a Romulan Ale bottle, Stellum and Star Trek have you ever coated. Have interaction.
So seize a glass, settle in, and let’s see in case your bourbon journey is circling again to the place all of it started—or should you’re nonetheless chasing that subsequent nice pour in a sea of overpriced hype.
Does Each Bourbon Journey Come Full Circle?
After 20 years of chasing pours, I’ve seen one thing… my bourbon journey is main me proper again to the place it began—these good previous legacy manufacturers.
Like a lot of you, I’ve spent the final decade-plus exploring each new bottle that hit the shelf. Restricted releases, sourced wonders, craft upstarts—you title it, I’ve sipped it. However recently? Bottle after bottle feels… underwhelming. And don’t get me began on the costs. Paying high greenback for whiskey that, most of the time, traces its roots again to MGP, Dickel, or one other legacy distiller makes me marvel why I ever strayed.
Certain, there are some newer distilleries placing out stable, self-distilled whiskey—however what number of of these are actually repeat buys? I’m speaking about bottles you seize repeatedly, not simply one-time curiosities. Truthfully, I discover myself coming again to the manufacturers that constructed my bourbon basis: Wild Turkey, Heaven Hill, Buffalo Hint… the classics that ship high quality with out the circus.
It’s received me pondering, was this complete craft increase only a fever dream of exploration destined to finish the place it started? Are all of us feeling a little bit of bottle fatigue?
So right here’s my problem: Can anybody title 5 distilleries, producing their personal bourbon (no sourcing!), that didn’t exist 10 years in the past and that you simply usually purchase from? Not only one bottle, however fixed replenishing of your provide. If you happen to can, I wish to hear about it.
Click on by to the net model of this text and drop your ideas within the feedback. Is your bourbon journey coming full circle too, or am I simply the previous man yelling at overpriced bottles of sourced whiskey to get of my garden?
Let’s hear it—are all of us heading again house to the legacy manufacturers, or is there nonetheless pleasure left within the hunt?
BOOZE BIZ BUZZ
Whisky funding fraud ‘severe organised crime’
Whisky cask funding scams aren’t simply shady aspect hustles—they’re being referred to as severe organized crime. The BBC’s Looking the Whisky Bandits documentary uncovered how slick operators are utilizing social media, flashy web sites, and paid content material on legit websites to lure sensible, financially savvy of us into bogus cask offers promising sky-high returns.
Gone are the times of annoying chilly calls—now, victims come to them, groomed by advertisements claiming whisky is a “assured” goldmine. When you’re on the hook, these fraubdsters manipulate buyers with guarantees of simple exits and 15% returns—spoiler alert: these exits lead straight to empty wallets.
The worst half? Trade our bodies just like the SWA are sitting on their fingers whereas scammers tarnish Scotch whisky’s fame. In the meantime, festivals and media retailers—hurting from the whisky downturn—are taking advert cash from these crooks, feeding the vicious cycle.
🥃📋 SIP REP: When “investing in whisky” turns into funding somebody’s getaway automobile, the business’s received an issue. Social media’s flooded with snake oil salesmen in tailor-made fits, and nobody’s guarding the rickhouse. If the SWA doesn’t step up quickly, Scotch’s greatest export may be purchaser’s regret. Rule of thumb: if somebody guarantees “assured returns” on a cask, inform them you solely put money into issues you’ll be able to pour—after which stroll away.
Patrón vs. CRT: The Additive-Free Tequila Standoff Continues
Bacardi’s Patrón Tequila discovered itself in sizzling water with Mexico’s Tequila regulator (CRT) after launching a U.S. advert marketing campaign proudly declaring it “100% additive-free.” The CRT responded by flexing its muscle tissues—halting Patrón exports for 4 days till Bacardi agreed to clean the phrase from its web site.
The core subject? The CRT claims “additive-free” confuses shoppers, since Mexican legislation permits as much as 1% components in Tequila with out disclosure. Bacardi argues they’ve each proper to inform U.S. shoppers what’s not of their bottle—particularly when transparency is what drinkers are demanding.
Whereas Bacardi performs good (for now) in “constructive conversations” with the CRT, Patrón continues to be pushing its additive-free message within the U.S.—simply with out utilizing the forbidden phrases. In the meantime, the CRT’s personal additive-free seal is mysteriously “on maintain,” and so they’ve already slapped the Additive Free Alliance with authorized motion for daring to advertise transparency independently.
🥃📋 SIP REP: Right here we go once more. First, Grover and the AFA get raided for calling out components, and now even business giants like Patrón are getting muzzled. The CRT says it’s about defending shoppers—however let’s be trustworthy, it’s about defending income and management. When telling the reality about what’s not in your tequila will get you shut down, the system’s rigged tighter than a bottle of diffuser juice labeled “premium.”
Study extra in regards to the ongoing battle for tequila transparency: Learn the total story
Garrard County Distilling Shuts Down Amid $2.2M Lawsuit
$250 million dedicated and in simply 14 months, it’s bankrupt! So what triggered this fast collapse? Gentle gross sales in American whiskey? Over-extension on its funding? Hubris? Ignorance?
Fanged Pursuit Bourbon Evaluation: Orphan Barrel’s Greatest But?
If I had been to level to my favourite of the Orphan Barrel line, this may be it. It’s not dry to the purpose of being acrid or bitterly oaky, which, actually, is what I anticipated based mostly on different long-aged Orphan Barrel releases.
Outdated Forester 117 Collection: Bottled-in-Bond Rye Evaluation
On the palate, it’s positively a rye whiskey. Mild spice and natural characters separate it instantly from the sweetness of Outdated Forester Bourbon. Expectedly, there’s caramel and white chocolate within the combine, however these notes are offset pleasantly with a bit mint, some eucalyptus and white pepper.
Outdated Hamer 10 Yr Bourbon Evaluation: Corn-Fueled Traditional
After sampling a handful of those completely different 8- and 10-year-old barrels, Pops and I made a decision that as a substitute of a “Bottle” ranking, we should always purchase a barrel.
Sake to Skinny: How Japan’s Booze Market Is Buying and selling Custom for Stylish
Japan’s alcohol scene is getting a serious makeover as youthful, health-conscious drinkers ditch custom for comfort and decrease ABV choices. RTDs, no/low-alcohol drinks, and premium gins are booming, whereas previous staples like high-proof shochu, beer, and even Japanese whisky face declining home demand. Giants like Asahi and Suntory are doubling down on innovation—assume lemon sours with fancy lids and gin infused with native botanicals.
Whisky nonetheless guidelines globally, however rising prices and moderation developments are slowing issues at house, regardless of the ever-popular highball maintaining spirits afloat. In the meantime, Japan’s cocktail tradition is mixing custom with trendy aptitude, mixing matcha martinis and yuzu highballs.
In brief, Japan’s booze market is flexing with the instances—much less about pounding beers at izakayas, extra about sipping canned cocktails on the go or choosing a guilt-free non-alcoholic brew. Cheers to alter—simply make it low-cal and Instagrammable. Learn Extra
🥃📋 SIP REP: I spent years in Japan studying methods to correctly drink, from after-work izakaya marathons to mastering the artwork of the whisky highball. Listening to that RTDs and non-alc beers are taking on hits more durable than a sake bomb on a Tuesday night time. Look, evolution is okay. No one’s saying it is advisable shut down the kombini coolers. However let’s not lose the soul of Japan’s legendary ingesting tradition in a sea of thin cans and sugar-free mixers. Hopefully, the subsequent era remembers it is not simply what you drink, it is the way you drink it and who you are ingesting with.
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Have We Already Hit Peak Booze?
In accordance with Bloomberg, humanity might have quietly stumbled previous a serious milestone — international alcohol consumption is on a gradual decline and would possibly by no means bounce again. From wine and beer to spirits, per-capita ingesting has dropped considerably over the previous decade, pushed by youthful generations selecting well being, non-alc choices, and the occasional edible over a hangover.
Whereas inhabitants development as soon as promised a gradual stream of recent drinkers, a lot of that development is now centered in areas with robust temperance cultures or non secular restrictions on alcohol. Add in shifting social habits, pandemic-era well being consciousness, and the rise of dear craft cocktails over low cost buzzes, and it’s clear: folks aren’t quitting ingesting completely—they’re simply ingesting much less, however higher.
🥃📋 SIP REP: Name me old school (ideally with a big ice dice), however I’m not celebrating this “peak booze” second. The rise of social media meltdowns and the decline of shared pours isn’t a coincidence—it’s proof we’ve swapped barstool banter for doomscrolling and selfie remedy. Perhaps if we spent much less time chasing likes and extra time clinking glasses in actual dialog, humanity wouldn’t be fairly so… unhinged. A return to social ingesting and face-to-face storytelling may be simply what we have to save ourselves—from ourselves. So right here’s my prescription: much less display screen time, extra neat pours, and a bit bourbon-fueled knowledge throughout the desk.
NEW RELEASES
Listed below are some new releases value a glance—shared for consciousness, not endorsement. #DrinkCurious, however select properly. 🥃
New Riff Drops Third Single Malt Launch—And It’s a 10-Yr Taste Bomb
New Riff Distilling is again with the third installment of its annual Single Malt Whiskey collection, and the 2025 launch would possibly simply be its most formidable but. This 12 months’s mix pulls from a few of the distillery’s oldest malt whiskey—aged as much as 10 years—and showcases a trio of mashbills constituted of 100% barley (together with Maris Otter, peated Scottish barley, and a Barleywine-inspired brew mash).
The whiskey was completed in six completely different casks—every little thing from crimson wine to Oloroso sherry to de-charred and re-charred oak—after which re-barreled into used oak for a last maturation twist. Bottled at 115.2 proof with out chill filtration, it’s a high-proof, high-flavor trip stuffed with darkish fruit, cocoa, malt, and smoke.
Obtainable Might 2 at New Riff’s present store (and on-line quickly), this launch clocks in at a wallet-friendly $69.99.
🥃📋 SIP REP: We had been impressed when New Riff dropped their first Single Malt—it was daring, artistic, and confirmed they weren’t afraid to interrupt a number of “guidelines” Kentucky’s recognized for. You possibly can try our ideas on that authentic launch right here. With this newest iteration dialing issues up with peated Barleywine mashbills, six cask finishes, and re-barreling magic, we’re anticipating one other wild trip. If historical past’s any information, this one’s positively value your curiosity—and a spot in your glass.
Stellum Spirits & Star Trek Boldly Go The place No Whiskey Has Gone Earlier than
Stellum Spirits and Star Trek Spirits have teamed up for a limited-edition launch that’s excellent for whiskey lovers and Trekkies alike. The collaboration options two small-batch expressions—a 118.02 proof Blended Rye and a 120.67 proof Cask Power Blended Whiskey—each bottled within the iconic Romulan Ale decanter.
Count on cosmic flavors like darkish brown sugar, toasted almonds, charred orange, and spiced nuts. With solely three barrels of every made, these $79 bottles are a collector’s dream and a whiskey journey in a single.
Obtainable solely at startrekspirits.com. Have interaction responsibly.
🥃📋 SIP REP: We’ve had good luck with Stellum prior to now (heck, we even did a barrel choose with them), so odds are the whiskey inside these bottles holds up. However let’s be trustworthy—you’re paying as a lot for the Romulan Ale vibes as you’re for the juice. If you happen to’re a Trekkie with shelf house to spare, this could possibly be a enjoyable addition. Strong whiskey in a novel bottle? Perhaps value beaming up. Simply don’t count on it to teleport you to taste city with no little Starfleet creativeness.
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If you happen to’ve laughed, realized, or rolled your eyes so exhausting you wanted a neck adjustment whereas studying Proof of Life, do us a stable: share it with somebody who wants a bit extra fact (and quite a bit much less influencer fluff) of their bourbon life.
We’re constructing one thing actual right here—and the extra of us we get into the Ingesting Class, the higher the pours, the picks, and the banter get. Ahead the e-mail, tag a buddy, shout it from the rickhouse rooftop. Simply assist us hold the sign robust.
As a result of bourbon’s higher when it’s shared—particularly with individuals who truly get it.
Barrell Craft Spirits Debuts First “Full Proof” Bourbon Mix
Barrell Craft Spirits has launched its first-ever Barrell Full Proof Bourbon, a restricted launch mixing straight bourbons aged 11 to twenty years from Indiana, Tennessee, and Kentucky. In contrast to typical cask power, this “full proof” bourbon is bottled at its authentic entry proof—123 proof (61.5% ABV). Count on wealthy notes of hazelnut, chocolate, tobacco, and leather-based. With a $199.99 price ticket, it is obtainable on-line and at choose retailers.
🥃📋 SIP REP: Barrell’s received a stable monitor document of proving that 1+1 can equal 3 (or extra) relating to mixing. However let’s be trustworthy—they’re additionally recognized for dropping dear, older blends that typically lean too far into the over-oaked, tannic zone my palate avoids. I’d like to inform you if this new Full Proof launch lands in that class… however with no pattern, I can’t. They are saying it’s due to “restricted liquid,” however we’ve seen sufficient distilleries dodge samples on older releases to understand it’s additionally a great way to keep away from somebody spilling the reality. Not saying that’s the case right here—however at $200 for sourced, well-aged whiskey, keep sharp and sip sensible.
📆 DATES TO REMEMBER
I suck at remembering dates. As such, I’ve developed a stable behavior of placing issues on my schedule as quickly as I get the data. Let my lack of reminiscence show you how to hold monitor of key dates associated to booze.
Bookmark our neighborhood calendar so that you’re all the time within the know.
April’s Group Remedy Session ⚕️- 4/29
Be a part of your fellow Ingesting Class members for our month-to-month group remedy session on April twenty ninth at 7:30 pm CT. A Zoom hyperlink can be despatched through electronic mail and Discord earlier than the session date. Ensure you’re subscribed to Service Bulletins to receivew these updates.
Onerous Fact Distilling would be the focus of our subsequent neighborhood tasting on 5/20/25. 30 pattern kits from the model can be obtainable for Ingesting Class members. Free Drinkers can be invited to register to attend (w/o pattern kits) as effectively. Electronic mail invite coming quickly!
West Fork Whiskey VIP + Personal Barrel Decide – 6/6
Able to drink like an insider? Be a part of Pops, Brent, and fellow Bourbon & Banter Ingesting Class members for a one-of-a-kind, behind-the-scenes expertise at West Fork Whisky’s 35,000 sq. ft. whiskey wonderland. We’re getting a personal VIP tour and choosing a personal barrel for the Bourbon & Banter Group. Replace: Registration is now closed, and attendees have been notified.
Onerous Fact Distilling VIP Expertise + Get Misplaced Tour – 6/7
We’re maintaining the weekend rolling after the West Fork Whiskey barrel choose with a Saturday that’s all about whiskey, broad open areas, and a bit journey. Collectively we’ll head to Onerous Fact Distilling for lunch, a behind the scenes VIP tour and an unforgettable afternoon exploring the 325 acre Onerous Fact property through ATVs. Replace: Registration is now closed, and attendees have been notified.
If you happen to’re eyeing any of those occasions and pondering, “Rattling, that feels like my form of get together”, this is your signal: be a part of the Ingesting Class.
Our paid members get first dibs on barrel picks, tastings, and particular occasions—plus entry to the form of unique experiences we do not put up throughout social. In order for you in, it is easy: improve your membership and pull up a stool. The good things begins right here. 🥃💼🧔🏻♂️
That’s it for this spherical of Proof of Life—the place the pours are trustworthy, the opinions are unfiltered, and the journey all the time comes with a good dram.
If in the present day’s version hit house (or hit a nerve), do me a favor—faucet that thumbs up on the backside of your electronic mail. It lets me know you are having fun with the trip, even when we’re all slowly retreating again to our Wild Turkey and Heaven Hill security blankets.
And don’t neglect—be a part of the dialog by clicking by to the net model and dropping your ideas within the feedback. Whether or not you’re feeling the bottle fatigue, have a sizzling tackle tequila transparency, or simply wish to confess what number of RTDs are lurking in your fridge—we’re right here for it.
Till subsequent time, hold your pours neat, your skepticism sharp, and keep in mind: bourbon’s higher when it’s shared… particularly with individuals who know the distinction between an excellent bottle and an excellent story.
—Pops
Chief Ingesting Officer 🥃💼🧔🏻♂️
