Bourbon Pursuit

Brown-Forman Corp. and Pernod Ricard have confirmed mutual interest in a merger, two lawsuits have been dismissed for competing bourbon brands, and Larrikin Bourbon has released its third annual “Pour for the Roses".

Today, we’re joined by Daniel Whittington, the Chancellor of Wizard Academy and co-founder of the Whiskey Marketing School, to pull back the curtain on how narrative and community are the real drivers behind your favorite bottles. Daniel shares his transition from the wine world into the "Wild West" of whiskey, breaking down how a secret whiskey group eventually evolved into a mission to change how we educate our palates. We’re diving into the technical and psychological side of the glass, from the importance of narrative in whiskey education to his unique project with Difference Bourbon that proves it’s about the people you're drinking with, not just the liquid in the glencairn. Daniel reflects on his journey building a massive community alongside Rex Williams on the Whiskey Tribe YouTube channel and the growing pains of digital content creation. He gets candid about the critiques he’s faced and why humility is a required ingredient when you’re in the public eye. We also get a first look at AmericanIndy.com, his new platform dedicated to bringing total transparency to the world of independent bottling.

Garrison Brothers returns with the 2025 Cowboy Bourbon, a hazmat-level 146.4 proof Texas release hand-selected by master distiller Donnis Todd.

Uncle Nearest back at it again, Heaven Hill Distillery has announced the inaugural release of Elijah Craig Single Barrel 15-Year-Old, and Evan Williams is releasing five limited-edition Single Barrel Bourbon Nation Collegiate Edition bottles.

Today, we’re joined by Pete Barger, the co-founder of Southern Distilling Company, to talk about how he’s disrupting the craft bourbon landscape from just outside of Charlotte. Pete brings a unique blend of engineering and agricultural expertise to the table, and he’s sharing the story of how they built a massive, state-of-the-art operation that’s doing everything from contract distilling for powerhouses like Brothers Bond to winning double golds with their own Paragon wheated bourbon. We’re diving into why quality and grain transparency are starting to trump provenance in the eyes of today’s consumer. Pete breaks down their commitment to regenerative farming and how sourcing local North Carolina grains creates a flavor profile that stands out in a crowded market. We also get into the fun stuff—tasting through their American Single Malt and that viral honey-cask finished bourbon. If you’ve ever been a "Kentucky-only" purist, this conversation is a masterclass in how authenticity and massive scale are putting North Carolina on the whiskey map.