Before we get started, I wanted to take a moment to give a shoutout to the Indiana Liquor Group (ILG) and Jeff Clark for taking the time to make these tastings happen in our local area. I’ve only been to the tastings in New Castle (at the Noble Wine and More), but I know they make these tastings happen at multiple stores. So thank you.

And let me take a moment to explain the picture below. It’s my brother-in-law David with a bottle of Eagle Rare. This was David’s first time at a bourbon tasting and he was able to walk out of the event with a bottle of 10 Year Eagle Rare at MSRP (so did myself, my dad, and a close friend). And there was no raffle, lottery, or gimmick involved. I’ll explain some more below.

Now. I’m going to put my professor hat on for a minute and give you a little rundown of why you should never miss a bourbon tasting at your local liquor store.

Reason 1 – There Is Free Bourbon

This should be the most obvious reason in the world, but in case you didn’t know this they do really give out free samples of bourbon at these events. The hope is you try something, love it, and want to buy a bottle, but regardless they want you to give the bourbon a try. Typically they will highlight store picks and other unique offerings, but you never know what you might find.

In this tasting, we tasted a lot of Starlight store picks from Papa Joe’s Liquor out of Richmond (new to the Indiana Liquor Group family). I was able to try the following variations of Starlight store picks: Straight Bourbon, Double Oaked, Port Barrel Finish, Grape Brandy Barrel Finish, VDN Barrel Finish, Maple Barrel Finish, Rye Double Oaked, and Rye Rum Cask Finish. And then I got to try a tequila and a sample of Eagle Rare.

And each tasting is different, so you never know what you will get to try each time you attend a tasting.

Reason 2 – You Might Find Your New Favorite

At these tastings, you might get to try a few off the wall items that you might have never thought about trying before. And that might not be a bad thing.

Throughout the tastings I have been to, I have actually found a few new products I now go out of my way to grab a bottle of if I see it in the store (some of the Old Hamer picks and New Riff 2551 are just a few). And I have learned a little more about my palate, the palate of my store pick “pickers,” and about the distilleries who make these products.

And all of this makes me a better consumer and a more knowledgeable bourbon lover.

Reason 3 – The Staff Get To Know You

If there was one thing I would teach you in one of my college sales classes, it would be this:

Relationships matter!

When it comes to the possibility of getting special access to new offerings, allocated offerings, and other items, a relationship is the most important thing you can build with your local liquor store. When the staff know you and know you frequent the store AND buy their products, it’s never a bad thing.

Reason 4 – You Find Other Bourbon Lovers In Your Area

Over the last few years, I have attended a bunch of different tastings and I have started to see a few of the same people at multiple events. And over time, these other bourbon lovers will become your friends.

I now have a network of bourbon drinkers in my immediate area who will let me know about upcoming tastings and new bottles. They will let me know when there is a deal happening and they’ll let me know when there is a special happening.

These people become your bourbon network. And it’s always good to be a part of a network.

Reason 5 – You Never Know If There Will Be A Surprise

My dad, brother-in-law, and myself walked into this tasting to try some new bourbons and walked out with an allocated bottle of bourbon at MSRP.

And when we walked in, we had no idea this was going to happen.

Usually, when there is an allocated product that will be raffled off, there is a large promotion around it. I see a few different emails, a video, and a few social media posts about the big offering (last time it was an Old Forester Single Barrel Pick). And then you show up and you are met with a large crowd of people who are wanting to be a part of the “chance” to win.

And then at the next tasting, you are back to your regulars. And all of the “bourbon chasers” are no where to be seen.

So the Indiana Liquor Group decided to try something a little different. What if we rewarded (randomly) our regulars with special items without promoting it to everyone and their brother? And what if we did this without telling anyone at which tasting it was going to happen? So we get a consistent group of attendees at each tasting instead of a big spike around a special product release. And then we can expose our products and picks to more people and build our following.

I’m a fan of these tastings, so I’ll be at each one if it is possible (regardless of any surprises), but it doesn’t hurt to get rewarded for your loyalty from time to time.

And you might be wondering why I’m sharing this with the masses…

Because I want these tastings to continue! Good attendance, great bourbon sales, and a better bourbon community provide more opportunities for me. So I want to share the information and grow these tastings.

Reason 6 – You Become An Insider

I mentioned building relationships and getting surprises from time to time, but there is also another perk to these tastings. You become an insider.

What do I mean by this?

Well – you get “in the know” about upcoming events, tastings, picks, etc. And it’s because the people involved love to share.

So I know of an upcoming barrel pick for ILG coming in the next few months. And I know where it is coming from. And I’m very excited.

But you don’t know because you weren’t there.

That’s what makes being an insider so valuable. I have knowledge that will lead to the landing of an amazing store pick before the general public. All because I went to try a few samples of free bourbon and hang out with some other fellow bourbon lovers.

Conclusion

If you get a chance to attend a tasting at your local liquor store, DO IT. Not only will you get a few free samples, you will also find some new connections, build friendship, become an insider, and might even snag a surprise. But most importantly, you be supporting your local bourbon community and making sure you have these wonderful opportunities in the future.

Cheers!