Whiskey in the Winter 2024: Exploring the Future of Bourbon

Last December, Pops (@chief.drinking.officer) and Patrick Pho (@districtofbourbon)hit the Whiskey in the Winter Festival in St. Louis to dive deep into the hottest topic in bourbon: Is the bubble about to burst? Armed with cameras and questions, we connected with industry insiders to get their take on the current state of the bourbon market and what lies ahead.

In this first video from our Whiskey in the Winter 2024 series, we explore the shifting tides of bourbon’s growth, from distillery bankruptcies to the slowing pace of new product releases. You'll hear from experts who discuss everything from retooling industry strategies to the timeless importance of sharing bourbon in good company. One insider explains how international markets could play a key role in navigating the rumored "whiskey glut."

This conversation is just the beginning. More videos from this series are on the way, so stay tuned as we explore the future of whiskey and what it means for collectors, drinkers, and the industry as a whole.

Pour yourself a glass, press play, and join the conversation. Let us know your thoughts in the comments—do you think the bourbon bubble is about to pop, or is there still room to grow?