Proof of Life: Clickbait Sucks

Welcome to another round of Proof of Life, the newsletter that shows up slightly more reliably than your last store pick. This week I’m talking about falling barrel prices (finally some good news), barrel investment scams (because of course that’s a thing now), and the never-ending parade of clickbait headlines trying to convince you your bourbon would be better if it tasted like dessert. We’ve also got a new logo for legit Japanese whisky, a cinnamon-fueled Fireball stunt for the 90+ crowd, and a bunch of new releases to make your wallet nervous. Plus, important community dates and events—because unlike bottle drops, these are things you can plan for. Let’s get into it.

IS THE SKY FALLING, OR ARE THOSE JUST BARREL PRICES DROPPING?

If you're looking for a silver lining in the bourbon industry's current chaos, here it is: barrel prices are coming down. Like, noticeably down.

Every week my inbox fills with pricing updates, and lately they’ve been reading less like investment pitches and more like clearance tags. It’s almost tempting to scoop up a few Green River barrels and launch a Barrel of the Month Club just for fun—because apparently we’re all one good spreadsheet away from becoming whiskey bottlers now.

CAVEAT EMPTOR (aka Don’t Get Duped, Dummy)
Buying whiskey casks as an investment has always been a gamble—as we just saw with falling prices. But apparently, market volatility is the least of your worries.

Turns out the barrel investment world has a fraud problem too. And not the casual kind. We're talking full-blown, clean-you-out, “there goes the retirement fund” level cons.

Give this story a read: Whisky barrel scam cons victims out of life savings.

Let it be a reminder: if it sounds too good to be true, it probably ends with someone sipping your whiskey... and spending your money.

CLICKBAIT BULLSH*T

Over the past 14 years, I’ve seen a lot change in the world of bourbon. Some good, some bad—and some just plain ridiculous. One of the worst offenders? The rise of lazy, eye-roll-worthy clickbait headlines.

Now look, I get it. I used to be a marketer. I understand the hustle behind a clever headline, and when it’s done well, I’ll even tip my Glencairn to it. But what grinds my gears are the repetitive, phoned-in, borderline-insulting titles slapped on articles by folks who probably tasted their first bourbon five minutes before hitting “publish”—because their editor said it was trending.

Below are a few recent gems that made me want to pour a double and walk into traffic.

16 Best Bourbons To Use In Your Old Fashioned
Because we have no taste and even less editorial discipline. Our editor told us to write a bourbon listicle, so we Googled a few bottles, slapped numbers in front of them, and called it a day. No one involved actually drinks bourbon—but hey, SEO waits for no one.

Make Your Bourbon Taste Like Chocolate Chip Cookies With One Technique
Why the hell would I want to do that? I like bourbon. I like chocolate chip cookies. I do not need them Frankensteined into some unholy sip that tastes like dessert regret. Pair them? Absolutely. But infuse, blend, or hack my pour into cookie dough? Hard pass. I’ve seen how that movie ends—and spoiler: it’s not good for the monster or the villagers.

These Are the Top 57 Bourbons You Need to Try Right Now
Fifty. Seven. Seriously? If your “must-try” list has a football team’s worth of bottles, it’s no longer a recommendation—it’s a cry for help. Also, anyone who needs to try 57 bourbons “right now” probably needs a water break and a support group, not a listicle.

The 15 Best Bourbons in America
Says who? Based on what? This kind of list usually includes a mix of the obvious, the allocated, and one bottle nobody’s ever heard of that just happens to be owned by the publication’s ad partner. It’s not a “best of” list—it’s a bourbon popularity contest judged by folks who probably chase mash bill stats harder than flavor.

The Secret Ingredient to Make Your Bourbon Taste Even Better
Let me guess—it's some obscure bitters or a fancy ice mold? How about this for a secret ingredient: drink what you like, how you like it, and ignore articles that suggest your bourbon needs improving.

📆 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

We launched a Community Calendar feature on the website about two months ago, where we post upcoming events, including monthly Group Therapy sessions, virtual tastings, barrel picks, and more. Check it out here, and bookmark it so you can check back regularly.

Tequila 101 in the Blind Virtual Tasting

Whether you've been drinking tequila for a while or are just getting into it, this class is the perfect way to boost your TequilaIQ and learn more about Mexico's most famous spirit. Join your fellow Bourbon & Banter community members as Steve Coomes leads us through an entertaining and informative virtual tasting. Purchase your tickets today.

April's Group Therapy Session

Join your fellow paid community members for our monthly group therapy session, on April 29th at 7:30 pm CT, where we unwind with drinks in hand and catch up on everything from new releases to personal accomplishments with a healthy dose of bourbon bullshit on the side. Zoom link will be sent via email and Discord prior to the session date.

Kentucky Bourbon Festival - Mark Your Calendars

Get ready to raise a glass at the 34th annual Kentucky Bourbon Festival, happening September 5-7, 2025, in Bardstown, KY—the Bourbon Capital of the World! Tickets go on sale on April 17, with exclusive early access for Bourbon Insiders on April 16. There will be six ticket options this year, including a brand-new Oris President's Club. VIP packages sold out in just 10 minutes last year, so mark your calendars and learn more about kybourbonfestival.com.

PS—Surprisingly, I wasn't put on a "do not let in" list after attending KBF last year, so I will be attending again this year and even doing some "work" thanks to Steve Coomes. I will potentially lead a vintage tasting, appear on a Bourbon 30 segment, and moderate some other discussions. That's a huge additional value to your ticket purchase, so I hope to see some friendly faces as I embarrass myself in public.

🥃 NEW RELEASES

Every day I receive multiple press releases announcing new "must try" products. In the past I've tried to post them to the website but there's just too many and it clogs up the site. Now I'm just going to add them into this newsletter so you can check them out all together. PS-Just because they're added here does not mean I'm recommending them. #DrinkCurious but choose wisely!

Blood Oath Pact 11 Kentucky Straight Bourbon Whiskey arrives at retail in April

Lux Row Distillers Master Distiller and Master Blender John Rempe renews his annual pact with bourbon drinkers by releasing Blood Oath Pact 11 Kentucky Straight Bourbon Whiskey Finished in Añejo Tequila Barrels. This year's secret blend features a union of two well-bred bourbons – a 14-year ryed and a 10-year wheated – blended with an impressive 7-year ryed which was finished in barrels that held Añejo tequila. As with all of Rempe's pacts, Blood Oath Pact 11 is offered at 98.6 proof (49.3% ABV).

Blood Oath Pact 11 will be available for in-person purchase while quantities last starting at 9:30 a.m. on April 26 at Lux Row Distillers in Bardstown, Kentucky. Purchases are limited to one bottle of Blood Oath Pact 11 per purchaser, and no bottles will be held or shipped. Special snacks and sampling opportunities will be available for visitors enjoying the day at the distillery. For fans who are unable to visit in person, a limited supply of 17,000 (3-in) cases of Blood Oath Pact 11 will start arriving at retail in April at a minimum suggested retail price of $129.99 per 750 mL bottle.

Tequila Ocho Announces Two Single-Field 2023 Vintages

Tequila Ocho, the world’s original single estate tequila, today announces the latest releases in its range of barrel select vintages, a collaboration with legendary Kentucky Bourbon brand, Old Fitzgerald, crafted by Heaven Hill Distillery.
 
In a partnership that brings together a pair of the spirits industry’s most revered brands, two 2023 vintages of Tequila Ocho Añejo Barrel Select Old Fitzgerald will be released simultaneously: one made with agaves harvested from the deep, clay-like soil of low-altitude Rancho Corralillos, and another with agaves harvested from Rancho Potrero Grande, near Jesus Maria, the town of origin for the family of third-generation tequilero and fifth-generation agave farmer Carlos Camarena. Both fields are overseen by the Camarena family and feature microclimates that produce agaves with nuanced flavor variations.

Michter’s To Release 10-Year Kentucky Straight Bourbon

Michter’s Master Distiller Dan McKee and Michter’s Master of Maturation Andrea Wilson have approved a release of Michter’s 10 Year Bourbon that will begin reaching stores, bars, and restaurants this April.
10-Year

“Rather than on a strict age schedule, at Michter’s we bottle whiskey when our production team deems it fully matured. This continues the standards set by Michter’s first Kentucky Master Distiller Willie Pratt,” said Michter’s President Joseph J. Magliocco. The 2025 release will have a suggested retail price of $195 for a 750ml bottle in the U.S.

Holland America Line Unveils Major Expansion of Exclusive Single Barrel Whiskey Program for 2025

The cruise line has rolled out a major evolution of its Single-Barrel Whiskey Series, available at the Ocean Bar on every ship. A meticulously curated collection of nine unique single-barrels, these new options are sourced from top distilleries across the country. Whether guests are whiskey connoisseurs or casual enthusiasts, there's something extraordinary waiting for everyone on board.

The single barrel selections include:

• Weller Full Proof
• Weller Antique 107
• Angel's Envy
• Uncle Nearest 1884 Single Barrel
• Woodford Reserve
• WhistlePig 15-year Rye
• Westland American Single Malt

Personal Note: I completed a Holland America cruise in early March. I appreciate them waiting till I was back home before rolling these out. Jerks!

Jim Beam Pineapple Release

Jim Beam Pineapple offers a fresh and flavorful take with a tropical piña twist to a classic Southern sip. Its bold pineapple flavor mixed with smooth Kentucky straight bourbon creates an inviting draw for whiskey fans and those who are just whiskey curious. Designed for versatility, Jim Beam Pineapple can be enjoyed in a variety of refreshing serves including the simple yet iconic Jim Beam Pineapple & Lemon Lime Soda cocktail — ingredients & instructions detailed below. 

Buzzard's Roost Introduces New Signature Double Oak Bourbon

Since the beginning, all Buzzard's Roost whiskeys (with the exception of single barrel releases) have been double-oaked, with secondary maturation happening in a series of proprietary barrels, that have been lightly charred (Char #1, max) and precision-toasted to extract very specific flavors from the oak.

Signature Double Oak Bourbon showcases the flavor differences that come from this innovative double-oaking process, and at 100 proof and $45, it's a new way for curious whiskey lovers to try Buzzard's Roost (most expressions have been priced at $55 and up.)

This SKU will replace American Whiskey, which launched a year ago, FYI. We found that consumers are unsure of what to make of "American Whiskey," but Bourbon? Bourbon, they know and love.

Other industry News that you can use

Land of the Rising Standard

For years, the Japanese whisky market has operated with... let's say, creative flexibility when it comes to labeling. That fancy bottle marked “Japanese Whisky”? Yeah, there’s a decent chance it was actually Scotch shipped in, rebottled, and slapped with a rising sun.

A few years back, the industry tried to clean things up with the JSLMA’s voluntary labeling standards—but there was a catch: they weren’t legally binding. Following them was more of a polite suggestion than a rule.

Now, there’s finally a step in the right direction. The Japan Spirits & Liqueurs Makers Association (JSLMA) is launching a new logo to help identify authentic Japanese whisky—meaning mashed, distilled, and aged in Japan.

The new logo—featuring a cask marked with “JW” and “Japanese Whisky”—aims to give consumers a clear signal that what’s in the bottle is the real deal, not just a well-traveled blend in a pretty kimono.

Keep an eye out for it next time you’re shopping. Finally, a way to tell if what you’re sipping is truly Japanese... and not just visiting.

Kanpai! 🥃

🥃 Whiskey for Life? There's a Catch.

In a move that’s equal parts marketing stunt and chaos agent, Fireball is offering a lifetime supply of their cinnamon-flavored rocket fuel to fans aged 90 and up. Yep, if you (or your favorite mischief-making nonagenarian) submit a 300-word essay and a photo enjoying Fireball, you could win free bottles until the end of your days—or your tolerance gives out.

The contest runs through March 31, 2025, and while I respect the hustle, I can’t help but wonder… is this a prize or a punishment? Either way, if your grandma's got opinions and a taste for regret, maybe it’s her time to shine.

Read the full article

That’s all for this week’s dispatch. If you made it this far, thanks for sticking with me—I know your inbox is a crowded place, and the fact that you let me drop some bourbon-fueled thoughts into it means more than you know.

If you've got feedback—good, bad, or barrel-proof honest—I want to hear it. Just hit me up and let me know what you loved, what you hated, or what you want more of. This newsletter's still evolving, and your input helps shape where it goes next.

And if you’re enjoying Proof of Life, don’t keep it all to yourself. Share it with a fellow whiskey lover and encourage them to join the Drinking Class. The more voices we have around the barrel, the better the conversation gets.

Until next time—stay curious, stay thirsty, and stay skeptical of any list with more than 10 bourbons on it.

Cheers,

~ Pops 🥃💼🧔🏻‍♂️