Episode 308 - Your Whiskey Math is Bullsh*t

Eric kicks off 2026 with an audio essay rant targeted at the ham-fisted "percentage" math that people use to answer the question: "How much of a whiskey's flavor comes from the barrel?" In the censored words of George Carlin: "It's all BS, and it's bad for ya." To demonstrate this, we sift through GC-MS whiskey sample results, human neurobiology, and behavioral economics. In the end, it's a poorly posed question invented to solve a problem that doesn't exist, and it colors our expectations about flavor in harmful ways.

This time around, we'll be taking a look at drinking rituals from around the world. A few months back, my friend Reece Sims asked me to write an article about drinking rituals for her new publication, The Flavour Report. She has graciously agreed to let me read the article on-air and give you all a bit of a "Director's Cut" version of the article, entitled: Sacred Serves: The Rituals That Make Drinking Human. For those of you who have the opportunity to enjoy a few drinks with family and friends this holiday season, I hope some of these thoughts about the importance of ritual, hospitality, gratitude, and the sometimes radical act of coming together can help you to appreciate some of those moments even more. Please remember, as always, to drink responsibly and experiment boldly. Additional Resource: Video of Queimada Ritual (WARNING: DO NOT ATTEMPT AT HOME)  

Eric interviews Toby Maloney (@tobycocktail) about his award-winning book, The Bartender's Manifesto. Some of the topics covered in this conversation include: How Toby thinks about cocktail development, including the importance of inspiration, intention, comfort, and curiosity The importance of curated attention in the creative process, allowing you to notice aspects  of the world around you that can be used as inspiration and structural components for cocktail building A live cocktail development case study, where Toby and Eric riff on a menu prompt and create their very own custom cocktail worthy of inclusion on a seasonal menu. Along the way, they explore the Fall-friendly flavors of pisco and tequila, the strange betrayal of curried potatoes, the speculative physics of anti-gravity cocktails, and much, much more.

In this modern classic conversation with bartender and beverage consultant Toby Maloney, some of the topics we discuss include: Toby's journey through the food and beverage world, from bussing and dishwashing, to culinary school, to tending bar, eventually landing gigs at famous venues like Milk & Honey, and Pegu Club, and going on to open The Violet Hour in Chicago. The decisions and philosophies (plus the techniques and ingredients) that allowed Toby and his cohort at The Violet Hour to open the hearts and minds of the people of Chicago to the paradigm shift that was the Cocktail Renaissance. What it's like to open a bar in 2025, specifically with respect to the ingredients and philosophies that carry over well from the last 15-20 years, and which practices and vibes might need a refresh. Then, we take a close look at how Toby is setting the tone at The Elbow Room with pre-batched "Flavor Booms," free pours, dirty dumps, a Hawthorne strainer moratorium,  and other service speed innovations. Along the way, we learn why people hated The Violet Hour Team at first, how to "David-Chang-ify" a food or beverage program, why Gen Z is primed for their "Fern Bar" moment, and much, much more. If you like this conversation with Toby, well buckle up for part 2, where we dig even deeper into how he develops cocktails, complete with a live, on-air cocktail building exercise. But for now, please enjoy part 1 of this super fun interview with Toby Maloney.  

In this smokey, robust conversation with cigar and whiskey expert Maggie Kimberl (@lougirl502), some of the topics we discuss include: A working definition of "cigar blend whiskey," plus some specific thoughts on the ideal proof point for these types of blends. The two primary pairing strategies that you can use to pair any two items in the flavor world, whether you're talking about wine and food, whiskey and cigars, or even building the perfect charcuterie bite. How to think about "flexibility" in the whiskey and cigar pairing space. Essentially: is a given whiskey designed to pair with a wide range of cigars, or has a blender designed it to pair with one cigar in particular? Then, we look at cigars. We talk about how a cigar is going to change as you smoke it, how to think about size metrics like shape and ring gauge relative to other factors like robustness and country of origin, and the best way to leverage online reviews and your local tobacconist to help you navigate the scene. We wrap up by talking about some of the more recent trends and collaborations in the whiskey and cigar world, exploring certain ways in which cigar blends and pairing collaborations are getting better, and even more complex at the same time. Along the way, we cover what your breakfast beverage of choice says about your taste in cigars, which $25 bottle of whiskey Maggie ended up pairing with a $1000 cigar, the results of her 7-month Manhattan study, and much, much more.  

In this smooth-sailing conversation with Malcolm Gosling Jr., 8th generation steward of the Goslings Rum company, some of the topics we discuss include: How a lapsed ship charter to Virginia kicked off the Gosling family's spirited enterprise on the humble 21 square mile rock in the middle of the Atlantic known as Bermuda. The ways in which Goslings rum both conforms to and expands what most rum nerds think of when they hear the term "British-style Caribbean rum," and why the family's roots in sourcing, blending, and retail are key to the entire flavor profile and identity. We also dig into two key brand stories: the origins of the "Black Seal Rum" name and logo, which involves upcycling Champagne Bottles used by the British navy, and of course the legend of how one poor bartender's failure to politely cut off a drunk guy is responsible for the Dark 'N Stormy cocktail. And we wrap up by covering some of Goslings Rum's longer-aged and special edition products that will pique the interest of any rum enthusiast, including their "Spirited Seas" project that's aged aboard the Oleander cargo ship. Along the way, we discover why pigs gave Bermuda a scary reputation back in the day, explore some of the creative activations Malcolm and his team are pursuing as "The Official Rum of Leisure," take a spin in crazy aunt Shiela's industrial rum swizzle machine, and much, much more. SPECIAL RESOURCE: Webinar Link: Signature Serves: Building Simple, Viral, Brand-Driven Cocktails

View the video of this seminar: here! What's shakin' drinks fans? Thanks for joining me for this special industry shop talk episode, where I give you a free, behind-the-scenes look at some of the content I produce specifically for people who work in the spirits and cocktail industry. This time around, you'll get to sit in on a seminar I presented a few weeks ago at the 2025 American Distilling Institute Conference & Trade show in San Antonio, TX. The title of the seminar is: "You've Been Served: On Premise Strategies for a Saturated Market," and it presents a bunch of different looks at things distillers and spirits brands can be doing to create successful partnerships with bars and restaurants.

In this true, blue interview with Lucas Bols Co. Master Distiller Monique ten Kortenaar (@distillermo), some of the topics we discuss include: The history of the Curaçao liqueur category, how it differs in production and flavor to similar products like Triple Sec, and how the color blue first entered the picture about 100 years ago. How Bols Blue 1575 separates itself from non-premium Blue Curaçaos by incorporating signature botanicals and fruity Jamaican rum into its production and blending process. The role that bartenders, sensory panels, and distillery guests played in the development of this and other products that Bols brings to market. We also take the time to have a very open conversation about the nature of "additives" in the spirits world. Given the striking hue and excellent stability of the Blue 1575, it should be no surprise that Bols uses a food grade dye. But there's a lot that goes into the R&D and testing process for such an important component of the product, especially in the EU, where food standards are notoriously stringent. Along the way, we plan out an epic day-long food and culture tour to experience the best and most interesting cuisine and drink that Amsterdam has to offer, learn why Monique's perfumer Grandfather was known as "The White Giant," reveal which Bols product is criminally underappreciated by bartenders and consumers, and much, much more.    

In part two of my conversation with rum trailblazer Maggie Campbell, CEO of American Cane, some of the topics we discuss include: The project of American Cane, and why Maggie is excited to kick off the brand with an affordable rum offering that's focused on conviviality, celebration, and togetherness. How the American rum category differs in its identity from the many Caribbean traditions we are familiar with, and what factors like fermentation substrate, diurnal temperature shift, and cooperage sourcing have to do with it. Why America isn't as primed or well suited for a strict geographic indication as other places in the world And what it's been like for Maggie to move gradually away from the production side of rum and more into the strategy and business development side of the work in her role as CEO. Along the way, we provide a functional definition of the Trinidadian verb "liming," explore what spirits brands can learn from Formula One motorsports strategy, learn why it's important to never distill while you're angry, And much, much more  

In this spirited conversation with Maggie Campbell, CEO of American Cane, some of the topics we discuss include: Maggie's road to rum, which winds through philosophy, spice shops, wineries, and legendary brandy houses before arriving at her break-out role as distiller (and later President) at Privateer Rum Why sales and distribution are the hardest part of the spirits industry and how her experience working in the sales trenches and partnering with distributors paved the way for a great adventure working as a project leader for Mt. Gay Rum in Barbados We touch on the functional aesthetics of both vineyards and cane fields - the ways in which soil health, drainage, and cane-specific indicators like, lodging, arrowing, and low MOC factors can contribute to a healthy and beautiful cane growing operation And we also discuss how to think about terroir in spirits - specifically how it's derived not only from landscapes and climate conditions, but also from the perspectives taken and decisions made in these diverse locales over long periods of time. Along the way, we muse on why you can't hide anything in a rum distillation, the multinomial nature of cane dogs, why only foreigners like the monkeys in Barbados, and much, much more.