Proof of Life: Full Circle
Irregular Dispatches for the Drinking Class from Your Chief Drinking Officer
There’s a funny thing about being deep into bourbon for a couple of decades—you start to realize that the more things change, the more your shelf starts to look like it did 20 years ago. This week, I’m reflecting on whether every bourbon lover eventually finds themselves back where they began—with the legacy brands that never needed fancy labels, sourced secrets, or triple-digit price tags to earn a spot in your glass.
But don’t worry, it’s not all nostalgia and neck pours. We’re diving into whisky fraud (because apparently, cask scams are now organized crime), the ongoing tequila transparency tug-of-war, Japan’s shift from sake to skinny cans, and whether humanity has already hit "peak booze." Spoiler alert: I blame social media for part of that decline—and I’m ready to trade doomscrolling for a proper pour any day.
Plus, there’s a slew of new releases to keep your curiosity (and wallet) on its toes—from New Riff’s latest single malt experiment to Barrell’s $200 "Full Proof" gamble. Oh, and if you’ve ever dreamed of sipping whiskey from a Romulan Ale bottle, Stellum and Star Trek have you covered. Engage.
So grab a glass, settle in, and let’s see if your bourbon journey is circling back to where it all began—or if you’re still chasing that next great pour in a sea of overpriced hype.
Does Every Bourbon Journey Come Full Circle?
After 20 years of chasing pours, I’ve noticed something... my bourbon journey is leading me right back to where it started—those good old legacy brands.
Like many of you, I’ve spent the last decade-plus exploring every new bottle that hit the shelf. Limited releases, sourced wonders, craft upstarts—you name it, I’ve sipped it. But lately? Bottle after bottle feels... underwhelming. And don’t get me started on the prices. Paying top dollar for whiskey that, more often than not, traces its roots back to MGP, Dickel, or another legacy distiller makes me wonder why I ever strayed.
Sure, there are some newer distilleries putting out solid, self-distilled whiskey—but how many of those are truly repeat buys? I’m talking about bottles you grab again and again, not just one-time curiosities. Honestly, I find myself coming back to the brands that built my bourbon foundation: Wild Turkey, Heaven Hill, Buffalo Trace... the classics that deliver quality without the circus.
It’s got me thinking, was this whole craft boom just a fever dream of exploration destined to end where it began? Are we all feeling a bit of bottle fatigue?
So here’s my challenge: Can anyone name five distilleries, producing their own bourbon (no sourcing!), that didn’t exist 10 years ago and that you regularly buy from? Not just one bottle, but constant replenishing of your supply. If you can, I want to hear about it.
Click through to the web version of this newsletter and drop your thoughts in the comments. Is your bourbon journey coming full circle too, or am I just the old guy yelling at overpriced bottles of sourced whiskey to get of my lawn?
Let’s hear it—are we all heading back home to the legacy brands, or is there still excitement left in the hunt?
BOOZE BIZ BUZZ
Whisky investment fraud ‘serious organised crime’
Whisky cask investment scams aren’t just shady side hustles—they’re being called serious organized crime. The BBC’s Hunting the Whisky Bandits documentary exposed how slick operators are using social media, flashy websites, and paid content on legit sites to lure smart, financially savvy folks into bogus cask deals promising sky-high returns.
Gone are the days of annoying cold calls—now, victims come to them, groomed by ads claiming whisky is a “guaranteed” goldmine. Once you're on the hook, these fraubdsters manipulate investors with promises of easy exits and 15% returns—spoiler alert: those exits lead straight to empty wallets.
The worst part? Industry bodies like the SWA are sitting on their hands while scammers tarnish Scotch whisky’s reputation. Meanwhile, festivals and media outlets—hurting from the whisky downturn—are taking ad money from these crooks, feeding the vicious cycle.
🥃📋 SIP REP: When "investing in whisky" turns into funding someone's getaway car, you know the industry's got a problem. Social media’s flooded with snake oil salesmen in tailored suits, and no one’s guarding the rickhouse. If the SWA doesn’t step up soon, Scotch’s biggest export might be buyer’s remorse. Rule of thumb: if someone promises “guaranteed returns” on a cask, tell them you only invest in things you can pour—and then walk away.
Patrón vs. CRT: The Additive-Free Tequila Standoff Continues
Bacardi’s Patrón Tequila found itself in hot water with Mexico’s Tequila regulator (CRT) after launching a U.S. ad campaign proudly declaring it “100% additive-free.” The CRT responded by flexing its muscles—halting Patrón exports for four days until Bacardi agreed to scrub the phrase from its website.
The core issue? The CRT claims "additive-free" confuses consumers, since Mexican law allows up to 1% additives in Tequila without disclosure. Bacardi argues they have every right to tell U.S. consumers what's not in their bottle—especially when transparency is what drinkers are demanding.
While Bacardi plays nice (for now) in “constructive conversations” with the CRT, Patrón is still pushing its additive-free message in the U.S.—just without using the forbidden words. Meanwhile, the CRT’s own additive-free seal is mysteriously "on hold," and they’ve already slapped the Additive Free Alliance with legal action for daring to promote transparency independently.
🥃📋 SIP REP: Here we go again. First, Grover and the AFA get raided for calling out additives, and now even industry giants like Patrón are getting muzzled. The CRT says it’s about protecting consumers—but let’s be honest, it’s about protecting profits and control. When telling the truth about what’s not in your tequila gets you shut down, you know the system’s rigged tighter than a bottle of diffuser juice labeled “premium.”
Learn more about the ongoing battle for tequila transparency: Read the full story
Steve Coomes
Steve Coomes
Steve Coomes
Brent Joseph
Sake to Skinny: How Japan’s Booze Market Is Trading Tradition for Trendy
Japan’s alcohol scene is getting a major makeover as younger, health-conscious drinkers ditch tradition for convenience and lower ABV options. RTDs, no/low-alcohol drinks, and premium gins are booming, while old staples like high-proof shochu, beer, and even Japanese whisky face declining domestic demand. Giants like Asahi and Suntory are doubling down on innovation—think lemon sours with fancy lids and gin infused with local botanicals.
Whisky still rules globally, but rising costs and moderation trends are slowing things at home, despite the ever-popular highball keeping spirits afloat. Meanwhile, Japan’s cocktail culture is blending tradition with modern flair, mixing matcha martinis and yuzu highballs.
In short, Japan’s booze market is flexing with the times—less about pounding beers at izakayas, more about sipping canned cocktails on the go or opting for a guilt-free non-alcoholic brew. Cheers to change—just make it low-cal and Instagrammable. Read More
🥃📋 SIP REP: I spent years in Japan learning how to properly drink, from after-work izakaya marathons to mastering the art of the whisky highball. Hearing that RTDs and non-alc beers are taking over hits harder than a sake bomb on a Tuesday night. Look, evolution is fine. Nobody’s saying you need to close down the kombini coolers. But let’s not lose the soul of Japan’s legendary drinking culture in a sea of skinny cans and sugar-free mixers. Hopefully, the next generation remembers it's not just what you drink, it's how you drink it and who you're drinking with.
Have We Already Hit Peak Booze?
According to Bloomberg, humanity may have quietly stumbled past a major milestone — global alcohol consumption is on a steady decline and might never bounce back. From wine and beer to spirits, per-capita drinking has dropped significantly over the past decade, driven by younger generations choosing health, non-alc options, and the occasional edible over a hangover.
While population growth once promised a steady stream of new drinkers, much of that growth is now centered in regions with strong temperance cultures or religious restrictions on alcohol. Add in shifting social habits, pandemic-era health consciousness, and the rise of pricey craft cocktails over cheap buzzes, and it’s clear: people aren’t quitting drinking entirely—they're just drinking less, but better.
🥃📋 SIP REP: Call me old-fashioned (preferably with a large ice cube), but I’m not celebrating this "peak booze" moment. 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 therapy. Maybe if we spent less time chasing likes and more time clinking glasses in real conversation, humanity wouldn’t be quite so... unhinged. A return to social drinking and face-to-face storytelling might be just what we need to save ourselves—from ourselves. So here’s my prescription: less screen time, more neat pours, and a little bourbon-fueled wisdom across the table.
NEW RELEASES
Here are some new releases worth a look—shared for awareness, not endorsement. #DrinkCurious, but choose wisely. 🥃
New Riff Drops Third Single Malt Release—And It’s a 10-Year Flavor Bomb
New Riff Distilling is back with the third installment of its annual Single Malt Whiskey series, and the 2025 release might just be its most ambitious yet. This year’s blend pulls from some of the distillery’s oldest malt whiskey—aged up to 10 years—and showcases a trio of mashbills made from 100% barley (including Maris Otter, peated Scottish barley, and a Barleywine-inspired brew mash).
The whiskey was finished in six different casks—everything from red wine to Oloroso sherry to de-charred and re-charred oak—and then re-barreled into used oak for a final maturation twist. Bottled at 115.2 proof without chill filtration, it’s a high-proof, high-flavor ride full of dark fruit, cocoa, malt, and smoke.
Available May 2 at New Riff’s gift shop (and online soon), this release clocks in at a wallet-friendly $69.99.
🥃📋 SIP REP: We were impressed when New Riff dropped their first Single Malt—it was bold, creative, and showed they weren’t afraid to break a few “rules” Kentucky’s known for. You can check out our thoughts on that original release here. With this latest iteration dialing things up with peated Barleywine mashbills, six cask finishes, and re-barreling magic, we’re expecting another wild ride. If history’s any guide, this one’s definitely worth your curiosity—and a spot in your glass.
Stellum Spirits & Star Trek Boldly Go Where No Whiskey Has Gone Before
Stellum Spirits and Star Trek Spirits have teamed up for a limited-edition release that’s perfect for whiskey lovers and Trekkies alike. The collaboration features two small-batch expressions—a 118.02 proof Blended Rye and a 120.67 proof Cask Strength Blended Whiskey—both bottled in the iconic Romulan Ale decanter.
Expect cosmic flavors like dark brown sugar, toasted almonds, charred orange, and spiced nuts. With only three barrels of each made, these $79 bottles are a collector’s dream and a whiskey adventure in one.
Available exclusively at startrekspirits.com. Engage responsibly.
🥃📋 SIP REP: We’ve had good luck with Stellum in the past (heck, we even did a barrel pick with them), so odds are the whiskey inside these bottles holds up. But let’s be honest—you’re paying as much for the Romulan Ale vibes as you are for the juice. If you're a Trekkie with shelf space to spare, this could be a fun addition. Solid whiskey in a unique bottle? Maybe worth beaming up. Just don’t expect it to teleport you to flavor town without a little Starfleet imagination.
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.
Barrell Craft Spirits Debuts First "Full Proof" Bourbon Blend
Barrell Craft Spirits has launched its first-ever Barrell Full Proof Bourbon, a limited release blending straight bourbons aged 11 to 20 years from Indiana, Tennessee, and Kentucky. Unlike typical cask strength, this "full proof" bourbon is bottled at its original entry proof—123 proof (61.5% ABV). Expect rich notes of hazelnut, chocolate, tobacco, and leather. With a $199.99 price tag, it's available online and at select retailers.
🥃📋 SIP REP: Barrell’s got a solid track record of proving that 1+1 can equal 3 (or more) when it comes to blending. But let’s be honest—they’re also known for dropping pricey, older blends that sometimes lean too far into the over-oaked, tannic zone my palate avoids. I’d love to tell you if this new Full Proof release lands in that category… but without a sample, I can’t. They say it’s because of “limited liquid,” but we’ve seen enough distilleries dodge samples on older releases to know it’s also a good way to avoid someone spilling the truth. Not saying that’s the case here—but at $200 for sourced, well-aged whiskey, stay sharp and sip smart.
📆 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 🗓️
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April's Group Therapy Session ⚕️- 4/29
Join your fellow Drinking Class members for our monthly group therapy session on April 29th at 7:30 pm CT. A Zoom link will be sent via email and Discord before the session date. Make sure you're subscribed to Service Announcements to receivew these updates.
Hard Truth Virtual Community Tasting – 5/20
Hard Truth Distilling will be the focus of our next community tasting on 5/20/25. 30 sample kits from the brand will be available for Drinking Class members. Free Drinkers will be invited to register to attend (w/o sample kits) as well. Email invite coming soon!
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.
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 that’s 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. Update: Registration is now closed, and attendees have been notified.
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. 🥃💼🧔🏻♂️
That’s it for this round of Proof of Life—where the pours are honest, the opinions are unfiltered, and the journey always comes with a decent dram.
If today’s edition hit home (or hit a nerve), do me a favor—tap that thumbs up at the bottom of your email. It lets me know you're enjoying the ride, even if we’re all slowly retreating back to our Wild Turkey and Heaven Hill safety blankets.
And don’t forget—join the conversation by clicking through to the web version and dropping your thoughts in the comments. Whether you’re feeling the bottle fatigue, have a hot take on tequila transparency, or just want to confess how many RTDs are lurking in your fridge—we’re here for it.
Until next time, keep your pours neat, your skepticism sharp, and remember: bourbon’s better when it’s shared… especially with people who know the difference between a good bottle and a good story.
—Pops
Chief Drinking Officer 🥃💼🧔🏻♂️