Welcome to my site here on the web! I’m Bernie Lubbers and I’m known as The Whiskey Professor. I wrote a book on bourbon titled, “Bourbon Whiskey-Our Native Spirit”, and I’m also the Ambassador for American Whisky for Heaven Hill Distillery in Bardstown, KY. My job is to sit on airplanes, and stay in hotels…but it’s my honor and privilege to promote great brands like Evan Williams, Elijah Craig, Larceny, Old Fitzgerald, Bernheim Wheat, Rittenhouse Rye, Parker’s Heritage, Henry McKenna, a TON of Bonded Bourbons in the Heaven Hill portfolio. But something you’ll learn is that all bourbons are pretty damn special in my world. I wanted to have a forum to share some of my insights from working the Bourbon/Whisk[e]y Trail. I travel over 100,000 miles each year educating folks about out native spirit; BOURBON.
This is not a daily blog (I have twitter and facebook for that) but since I’m a Whiskey Professor, I will go in depth here on this site with many articles and diagrams to educate folks on the different aspects of bourbon. From Mash Bills, production, aging, everything from grain to glass. You should always enjoy what you like, but know WHY you like it too. You can take Whiskey 101 course levels, 201, on up to Graduate courses if you will. There’s also a few fun puzzles and quizes so have at it!
You’ll also be able to see my calendar and where you can join me for a tasting, or book signing – and OH, speaking of that, like i said I wrote a book, “Bourbon Whiskey-Our Native Spirit” and you can order a copy from this site as well! I’d be happy to sign it for you too, so just let let me know how you want it made out, and I’ll do so. And if you’d like one in e-format, it’s now available for kindle and Nook!
Travel the Whiskey Trail and around the country with Bernie Lubbers as he reveals the history and process of making and selling America’s spirit.
Congrats to Liquor.com for winning the 2013 James Beard Award for How to Cocktail videos!!! http://youtube.com/liquor http://www.liquor.com I’m honored to be a Contributing Writer for DrinkWire and Liquor.com You’ll find some of my articles from this site featured there as well
Foreward to “Bourbon Whiskey-Our Native Spirit” by Fred Noe
Bernie asked me to write a foreword for his new book, so I figured I should tell ya’ll just who the hell I am. I’m Fred Noe seventh-generation distiller in the Beam family. My greatgrandfather was Jim Beam. He’s the one most people know of since his name is on the bottle, and he’s the one who started our distillery again after Prohibition in 1934. Pretty amazing for a guy to restart a whole distillery at 70 years old. But it was his great-grandfather, Jacob Beam, who started our family legacy by distilling and selling his first barrel of whiskey back in 1795. To think our family has stuck in this business for over 200 years is really amazing. I’m glad they did, because I don’t know what I’d be doing otherwise. It’s literally and figuratively in my blood.
My dad, Booker Noe (of Booker’s Bourbon), taught me all about the business, and I think he was one of the very best. I remember traveling with him on trips where we would promote the small-batch bourbons that Pop created in the early 1990s, actually creating a new category. He taught me not only about distilling, but also how to be a guardian and an ambassador for the brands he created. You see, brands have lives and live on way longer than us human beings. When Dad passed away a few years back, it was just me serving as the ambassador for these brands, and the world was craving more bourbon, more stories, more everything.
I have a son, Freddie, but he needs to get out of college before he can even think about joining the family business. Bourbon is so popular now that we couldn’t wait for him to graduate, so we brought in Bernie Lubbers to help promote Knob Creek and our other bourbons. Now Bernie’s not from a distilling family, but he caught on pretty darn quick. I had heard Bernie’s name and voice on the “Bob & Tom Show” radio program in the morning, so I knew he’d have a leg up, as a lot of this job is being able to talk to just about any type of person around and to communicate a fairly complicated topic like bourbon.
I guess he had a lot of passion for it since his dad and grandfather worked in a brewery in Louisville, so maybe something rubbed off on him, or poured off on him somewhere along the line. Bourbon is something you don’t just learn overnight. It takes years—really it takes a life time—and even though there’s a lot more for us all to learn, I’d say Bernie knows his shit pretty damn good.
I think Bernie’s book brings some of that to life for you, and I think you’ll also learn quite a bit about bourbon, even if you already know a lot about bourbon. Once you finish this book, you may want to come visit us here in Kentucky at our distillery. Come on down and come thirsty and come by and say hey to me and Bernie. If you keep drinking it, I’ll keep making it. Here’s lookin’ at ya.
Posted on November 26th, 2013 in Whiskey 101 with 0 Comments
I get asked all the time if I can get them a bottle of Pappy Van Winkle. I really don’t know why they think I would have an inside track on that since I don’t work for that distillery, nor am I a member of the Van Winkle Family, and if I was I probably [...]
Posted on July 5th, 2013 in Whiskey 101 with 0 Comments
Louisville – Where to go eat, drink, and be merry So you’re visiting the distilleries, and find yourself in Louisville on a Sunday night. Is there anything going on? Where should you eat? Where can you get a drink where you won’t be the only person sitting in the bar? When you’re visiting a new [...]
Posted on June 24th, 2013 in Whiskey Graduate Courses with 0 Comments
I travel over 100,000 miles a year for Heaven Hill as their Whiskey Ambassador, and I find myself in package stores quite a bit as you can imagine. I take that opportunity to not only see how our brands look and are arranged on the shelves, but also take the opportunity to pick up bottles [...]
Posted on June 4th, 2013 in Whiskey 301 with 0 Comments
Bottled In Bond Whiskey By Bernie Lubbers; Whiskey Professor – WhiskeyProf.com Have you ever wondered what the words, “Bottled In Bond” means on a whiskey label? These are three of the most significant words you can ever find on a bottle of whiskey in my opinion. The Bottled In Bond Act of 1897 was the [...]
Posted on May 2nd, 2013 in Whiskey Quiz's and Puzzles with 0 Comments
Here’s another quiz to test what you know about The Spirit Of America 1. What major role does MALTED BARLEY play in the whiskey making process? 2. What is the main advantage of CORN in the whiskey making process? 3. What type of whiskey was George Washington making at Mount Vernon from 1797-1799? 4. What [...]
Posted on April 16th, 2013 in Whiskey Quiz's and Puzzles with 0 Comments
1. TRUE or FALSE BOURBON WHISKEY must be spelled with an “E” 2. What does Ushka Beyha mean? 3. Where was the Old fashioned created, also known for creating Henry Baines Steak Sauce? Bonus for the city it is in? 4. How does Tennessee Whiskey differ from bourbon? 5. Crown Royal is what type of [...]
The History of Bourbon Whiskey As Told Through Bluegrass Music
OVERVIEW OF THE SHOW
Close your eyes and picture a Ken Burns documentary on bourbon brought to life through live bluegrass music. Then all throughout the performance, you actually experience the evolution of bourbon by tasting the whiskey and bourbon that folks were drinking starting back in the 1700’s; then move to what they were drinking throughout the 1800’s, all the way up through present day, and you have:
“The Evolution Of Bourbon Told Through Bluegrass Music”
Performed by the leading folks in bourbon and in bluegrass music.
This 75 minute self-contained performance stimulates all the senses. You will see, hear, smell, feel, and taste the history of the native spirit of the United States; literally drinking in the history of Kentucky’s fine spirit through it’s music!
Hickory Vaught is the face on the passports and advertisements for the Urban Bourbon Trail Account at the Blu at the Louisville Marriott Hotel where he hosts, “Bourbon & Bluegrass” every Thursday since it opened. Dubbed “The Bluegrass Music Ambassador of Kentucky” by the Governor himself.
Bernie Lubbers is The Whiskey Ambassador for Heaven Hill Distillery in Bardstown, KY and is known as the Whiskey Professor.
Just like bourbon whiskey, bluegrass music was born in Kentucky through Bill Monroe who took the old time mountain music and transformed it into a hard driving sound. His instrument (and Hickory’s) is the mandolin, once a background parlor instrument until Mr. Monroe made it a front instrument along with his “high lonesome” voice.
Tonight you’ll hear the old time music from Hickory that match the time lines on the evolution of bourbon. Hickory and Bernie will play and sing bluegrass tunes that match the history and/or the subject of that particular time.
Songs from Bill Monroe, Grandpa Jones, Flatt & Scruggs, along with their own originals.
Since the show isn’t 100% scripted you just never know what they might play next.
Bernie sings a song he wrote about the Native Spirit of the U.S. – Bourbon. See if you can pick out the 18 bourbons mentioned in the song as well as famous bourbon icons, and other bourbon “stuff”.
Great Whisk[e]y Debate Manhattan
Great Whisk[e]y Debate Manhattan Part 2
Watch the video by clicking continue reading! (more…)
BOURBON WHISKEY – OUR NATIVE SPIRIT***Updated and Revised 2nd edition is IN STOCK NOW!!!
There is SUCH an interest in Bourbon Whiskey, and I’m proud to say that the first edition of my book is
***still available on Kindle and nook!
Just like a fine dram, drinkers will savor Bernie Lubbers’ Bourbon Whiskey. It’s a personal and very enjoyable guide to America’s native spirit.
Noah Rothbaum, Editor in Chief of Liquor.com
What can I say, finally a book for the bourbon lover written by someone with the inside line. Bernie pulls no punches here but he is also the consummate entertainer and educator. I am actually amazed, given the amount of travel he does for his ambassadorial role, that Bernie has found the time to write a book. But I am glad he has. His liquid lessons have kept audiences thrilled across the USA and now those of us that cannot make his tastings can have his wisdom on our shelves. This is not just something to dip into, this is a book to delve into, soak up and appreciate.
Rob Allanson, Editor, Whiskey magazine
As the world takes more interest in whiskey generally, the world of bourbon has been crying out for a modern accessible book to tell its story. Bernie Lubbers has provided it. Its not just a solid account of what bourbon is, it is a work of passion, Lubbers love for Kentucky and its whisky flowing freely from every page.
Dominic Roskrow, international whiskey writer
“Ive drunk bourbon and hung out with Bernie Lubbers, and it’s always been a great time; lots of stories, lots of whiskey talk, and a whole lot of laughs. Pour yourself a shot of Knob Creek, and you can have the same great time, because reading Bourbon Whiskey is just like being with Bernie…without the hangover. You know, the book might be better than Bernie!”
Lew Bryson, drinks writer
Besides the entertaining stories about his life, the Bourbon business and up-to-date information about visiting the region, Bernie’ most remarkable contribution to whiskey scholarship is that bourbon, specifically Kentucky Straight Bourbon, is delicious by law. Production is so sctricly regulated, that many of the variables that determine the character of the final product can be verified by reading the label. After years of lecturing about the label, Bernie shares his methodology in print, giving the readers empiricle talking points to distinguish their favorite bottlings.”
Jim Meehan, General Manager, PDT (Please Don’t Tell) Speakeasy-New York City