bourbon lorewhere legends are celebrated
Bourbon Lore began as a venture to chart the histories of ultra-rare American whiskeys and bourbons in Mason Walker’s extensive collection. Initially envisioned as a coffee table book, the project evolved into something more dynamic and engaging - a lifestyle brand centered around the rich heritage and nuanced world of bourbon.
the genesis
The idea originated with Mason’s desire to share his extensive bourbon collection through a coffee table book. His vision was brought to life with the help of Darren Higgins’ amazing photography. My role was to delve deeper and bring these stories to a broader audience.
Bourbon Lore Season 1 on YouTube: Exploring Weston, MO
finding the storyteller
Mason’s search for an author led him to Clay Risen, introduced through Sotheby’s Auctions. Clay, known for his extensive whiskey knowledge and his work as a New York Times reporter, has authored notable books such as "American Whiskey, Bourbon and Rye: A Guide to the Nation’s Favorite Spirit" and "Single Malt: A Guide to the Whiskies of Scotland." His expertise made him an ideal narrator for the rich histories of Mason's collection.
easing into the spotlight
Initially hesitant about being on camera, we started with simple Instagram videos. Mason shared his reasons for choosing each bottle, and Clay provided historical context. This approach helped us transition smoothly to creating engaging YouTube content.
Later, we stepped up to video podcasting from wherever we might stop along our journey, from Rick Houses at distilleries to the various places we setup as our HQ during trips.
team dynamics
Our team was a blend of unique talents. While Clay delved into the past, David Jennings, a Wild Turkey expert and author of "American Spirit: Wild Turkey Bourbon from Ripy to Russell," compared rare bourbons with common ones. His deep understanding of Wild Turkey added a valuable perspective to our discussions. Emerson Shotwell, with his advanced palate and status as a tastemaker in the bourbon space, added depth to our discussions on lifestyle and enjoyment.
deserved recognition
Our journey was about engaging an audience in the world of bourbon. We aimed to share our passion in a way that was both informative and captivating, shaping our content based on viewer feedback.
Special shout out to Jake Langston of Lincoln Design Co. He’s an amazing up and coming producer and really did a tremendous job capturing the dynamic nature of Bourbon Lore’s events.
the future of bourbon lore
Bourbon-Lore has since introduced exclusive events and a membership program, offering unique experiences to its members. In 2023, they hosted an event in Scottsdale, Arizona, featuring unforgettable experiences like private plane tours over the Grand Canyon, rare bourbon tastings, custom boots from Tecova’s, and private mansion parties with performances from Nashville songwriters.
The Bourbon-Lore project, as I experienced and contributed to it, was more than just a storytelling venture – it was about bringing to life the passion and history behind every bottle. While my part in this journey has concluded, the project continues to evolve, offering new, immersive experiences to bourbon enthusiasts.
