Little Book Chapter 3!

SPEAKER_03 0:09

Welcome to the Whiskey Chasers, where we talk about our passion for whiskey and its history, either amongst ourselves or while interviewing distilleries. All while enjoying a glass. I'm Steve. I'm Nick, and I'm Chris. Please enjoy responsibly while enjoying this week's episode of The Whiskey Chasers.

SPEAKER_01 0:29

Haunted Bookshop is what we're gonna smoke with this. So burly burly burly with a good amount of Parik. And it's not for the faint at heart. Strap yourself in and get her done. I mean, it is like the canvas, the paint on. Very basic, very good, very easy. It's very dry tobacco. Which is kind of high. No nonsense. It's made to be that way. The master blender that made that, this is high nick. High Nick. Oh, great. I'm gonna be sleep over here. Everyday drinker, no thinker. That's what it is. It's gonna be, yeah, no, I don't think that's what Haunted Bookshop is. This is this is uh nothing's feign of heart. Now, if you think this is hardcore, they have a blend called exclusive, 75% pareek, and the rest is burly. Jesus. And it will literally put hair on the bottom. Dude, I feel like sometimes pareek, like in a blend, like you could be like, Oh, there's a pinch of pareek. And I'm like, that's all I taste. Yeah, that's why I was surprised by that last one. Like, that's usually it's just a pinch doesn't like a like five percent. And you got these dudes who smoke straight perique, and I'm like, you are a savage, dude. I have done that, and it's awesome. I feel like you wrestle alligators with your bare hands. That just makes sense. Alligators come to you and wrestle. You own alligators, sir. You have the best pets. You don't even wrestle them, you just play with them. I'm gonna bring one sometime that exclusive. I need to get some more of it. It only comes in bulk. Some more of it? Yeah, I smoked through two, five, like, what is it, five pounds? I got it when we went to Hilton Head one year. See, I'm not a huge nick guy. Like, I mean, I'm I've I've obviously kind of grown a little more tolerant to it, but man, when I like I was like, you know, I was like dabbling here and there, some some, you know, like your basic blends or whatever, like some um aromatics and stuff. And he gave me the um, what was it, esoterica penzance? Penzance, yeah, yeah. And I'm like, this is really good. The next thing I know, I'm like, oh my god. Yeah, hold on to your seat. You smacked. I told him I was like, that's I was like, it was really good. Probably some of the best I've had. But I couldn't get up from my chair for at least 30 minutes after that. I was like, I'm just gonna sit here and not, I'm gonna put this pipe down and I'm just gonna sit here for a while and ride this out. Because if I stand up, I might tip over. And I'm like, I don't even know if that was super high nicotine or if it was just me or what, but it was like where whoa, that that that got me. It crept up on me. Yeah, it's like when you you sit down and you drink three or four bourbons in a row and you get up to go to the bathroom, like, well, I'm drunk. No, didn't realize that. I had no idea until I stood up. Yeah, stood up and now I'm drunk. I wasn't drunk, but now I am. I feel like that's the case with margaritas. You really gotta be careful with those things with margaritas, yes, like low molendas margaritas. You know low molendas, we've done that before. We had like they had a happy hour. We're like getting like another one and another one. I don't know how many we had. We had cheap. And we went up to leave it. We're like, well, we're gonna hang out for a minute. We change our mind. Can we get another new tab for desserts? Yeah, we're gonna be here for a while. And water, please.

SPEAKER_00 3:30

We need water and chips, please.

SPEAKER_01 3:32

They're strong, they don't taste it at all.

SPEAKER_00 3:34

Yes. Well, boys, we're on to chapter three. Uh, The Road Home.

SPEAKER_01 3:39

Chapter three, little book, Herm's back. We're Steve. Steve's still gone. Steve's still doing and missing out. He's still doing taxes, not in Nottingham. Trying to come back for all the chapters.

SPEAKER_00 3:50

Yes, all the chapters. Gonna do all the chapters. Uh, so I talked about before how little book got its name. I also talked about hinted on the last episode how chapter two was the least favorite, and now we've got chapter three, the road home. Was this a give up moment? Uh no, it wasn't. Because you tie into Littlebook, his grandfather called him Littlebook. The Road Home pays tribute to his grandfather, Booker. And as he describes it, he did not want to hint towards or pay tribute towards his grandpa until he had a few rungs under his belt for Little Book.

SPEAKER_01 4:36

Like, let me make my best batch.

SPEAKER_00 4:38

Right. Until he could say, I've done it. Like I've done enough. I've got enough under my belt, enough blends, enough, enough for me to feel comfortable saying this is an honor of you.

SPEAKER_01 4:50

So this would be his favorite child if we made him pick.

SPEAKER_00 4:52

Probably. At least out of the first three, probably. Right. Out of the first three, probably. And and not so much because of the blend or any of that, but because this was this was more so like a tribute to his grandpa's roots. Yeah, of like, you had a lot to do with who I am today.

SPEAKER_01 5:09

And I want with the company and the brand.

SPEAKER_00 5:11

Yep. And I want to figure out a way to honor you in that.

SPEAKER_01 5:14

This is um, it's got a long finish, but I'll tell you what this is.

unknown 5:19

It's bookers.

SPEAKER_00 5:21

So funny you say that. Every everything that's in here, right? Everything that's in here is uh from the original small batch collection that Booker No created.

unknown 5:31

Yeah.

SPEAKER_01 5:33

This might be like some best of bookers. Like we talk about like Booker's. This isn't this wouldn't be Booker's. This would be the other variations of their so like this is like Knob Creek.

SPEAKER_00 5:46

Knob Creek. This is Basil Hayden, this is Booker, this is uh kind of an iteration of everything that this is Baker, you know, like this is everything that Booker knows created for that small batch collection.

SPEAKER_01 5:58

I've always described Booker's is Booker's is like an a mixture between Knob Creek and and it's got a little bit of Baker's in there, you know what I mean? It's got I feel like the I mean their the flavor profile is very kind of consistent with it's beam. Yeah, there's there's your quintessential bean, right? Like everyone's like, well, if you either like you either love everything beam makes or you don't. There's not really in between like, well, I like basil, but I don't like knob. Or I like knob creek and I don't like you know traditional Jim Beam. Like it's all they all kind of have that there's that that backbone that is stays the same. There, you know, there's variances for sure, but Jim Beam's DNA. It's like all their genes, it's it's like their baby making juice.

SPEAKER_00 6:42

Oh, it's funny you say that. Uh yeah, they would reproduce if Jim never drink a beam again. If Jim Beam reproduced, it'd be Bookers. How about I change that uh the baby making juice to the road home? So the quintessential, the whole idea behind the road home isn't the road to Booker's to his house. It's the same road that uh Freddie Note Jr. travels to the distillery that his grandpa would have traveled. Yeah, exactly. So you talk about the quintessential, the traditional, like this is who we are, even down to the name, like this is what made us. Like, this is who we are.

SPEAKER_01 7:18

Like a heritage bottle.

SPEAKER_00 7:19

Yes. This was my very first bottle I owned of Little Book. Um, and it's gone now, uh, because of this, which is great. This is this is why I love this. For the word out, we didn't drink all of it.

SPEAKER_01 7:32

No, we didn't drink the last of it. We didn't drink all of it, we just drank the last bit of it.

SPEAKER_00 7:37

That's a good point to make. For the longest time, every time I tried this, I went, This is little book. Like, this is Booker's Plus. That this is just a little bit more. This is what I hope Booker's would be.

SPEAKER_01 7:52

The best of Bookers.

SPEAKER_00 7:53

Yes, this is the best, not just the best of Bookers, this is the best of Beam. Oh, this is got well. That's a high state. That's a high stake. This has got your Booker-esque flavor, but then you also have got the knob creek in there. You've also got the bakers in there, you've got the hills, the valleys, you've got everything within this this small batch idea of what you think of beam. It encompasses everything that beam is. Yes. Exactly.

SPEAKER_01 8:16

I could agree with that. Which the road home is perfect.

SPEAKER_00 8:19

Right. Perfect.

SPEAKER_01 8:21

It's a perfect iteration. I would be willing to bet. I mean, I'm sure you probably know this, but uh for sure. But I would be willing to bet this was probably their the the favorite bottle amongst consumers. Yes. Because people who like beam, who want that, like they were like, all right, this is this is a rock, this is what we want. This isn't that unique roller coaster. Like, this is what we want with this, is what we love. You just gave us more of what we love, right?

SPEAKER_00 8:44

And when you think of the road home, okay, we're paying tribute to the road we walk, the road my grandpa walked, the Booker, the road I walk. Okay, this is the small batch collection that Booker would have created. It's got nine-year-old Basil Hayden in it. Nine-year-old Knob Creek in it, 11-year-old Bookers, and 12-year-old Bakers. So we're not just talking the everyday shelter of these small batch collections.

SPEAKER_01 9:15

That sounds about on on par, right? Like, so nine-year-old Knob Creek Nine.

SPEAKER_00 9:19

Knob Creek Nine, but you got nine-year-old Basil Hayden, which is not normal for basil's that what is that age you know?

SPEAKER_01 9:26

Four. Okay. Yeah.

SPEAKER_00 9:27

Basil's normally around four.

unknown 9:29

Okay.

SPEAKER_00 9:29

Then you got Booker's, that's at 11. Theirs are normally seven, six to seven years. Is what they try to show.

SPEAKER_01 9:36

I was thinking they were closer to nine, but yeah, you're right. Yeah, okay.

SPEAKER_00 9:38

And then you've got uh bakers, which baker's at uh it's at least seven, seven to nine, depending on where you get it. Um, but then they've got the 13 year. This is like in the middle. This is not our top best thing of bakers, the 13 year, but it's not the bottom shelf baker.

SPEAKER_01 9:59

So this is their way of giving you exactly what you want. You're like, I want that, but I want a little more age on it.

unknown 10:04

Right.

SPEAKER_01 10:04

I want that higher higher proof, but I want a little more age. Typically, Booker's is a little bit more knob forward. This is a little bit more baker's forward.

SPEAKER_00 10:12

I would I would agree. This has got the the the rye from the bakers in it, but then you also kind of you you take off with a rye from bakers, but then you start to hit that nuttiness with Booker's, and you start to bring just a little bit more down, and you're like, Oh, well shit, now we got knob. That's not the nutty, it's a little bit more proofy feel, and you're like, oh, okay, here's it, here's another one. And then it kind of a it kind of ends with the basil, just very smooth, flattened out, not flattened out in a bad way.

SPEAKER_01 10:44

No, just kind of it's not peaking at the end, right? But yeah, no, it's good, dude. I'm really liking it. I do I could see, I mean I don't think I would say this, in my opinion, is my favorite, but I could see this being like the quintessential beam flavor. Yeah. Once again, this encompassing all you went from like perfect balance to like roller coaster ride to like maybe a little bit more. It's not that perfectly balanced, but it's also not that like we're going, we're going crazy, we're gonna throw a comedian.

SPEAKER_00 11:19

So that's the crazy part for me. So you think about Little Book chapter one. We're on three. He's done three iterations, he's done three different blends, he's taken his time for each. 2017, he releases one, and that is we've got these barrels sitting around of corn whiskey, rye whiskey, you know, and we're gonna end it with bourbon. We're gonna blend all those four together, we're gonna figure it out. It's really good. Then you've got one that he goes, let's take it a step further and blend in Canadian with a little bit of American rye. And you're like, wow, this is this is really good. Then you jump back into okay, we went with things that aren't normal iterations within our in our whiskey, but we have barrels sitting around. To this is not a part of beam, period with the Canadian, to let's bring it back home and let let me show you what I can do with what we have, our normal day offerings, which is good, but it's good. You know what I mean? Like it's not it's not the pinnacle, you know what I mean? It's it's not the let me show you where it can do blend-wise with multiple different whiskeys and different types. Yeah, it's almost like a showcase of like, look at how good our stuff is blended together, which is fun to watch, but it's not once again adds to that story.

SPEAKER_01 12:40

It adds to the story, but it's not you look at that and go, tells a story without like expressly telling you, well, this is what we did, and then we came back to this because we wanted to show you, like it's just that's just what uh how it feels more genuine, it feels more it's like natural their chronicles. Remember it's uh CCR, they came out with like the chronicles, like their best hits ever. You know what I mean? That's what I think it's like this is the best of everything we have to offer. This is one. This is Jim Beam's best hits, which ironically, this is my least favorite of the three. Two, me too. This is Jim Beam. It's just so good, and I like bookers, but like it's just the most like bookers, yeah. I think that's why I don't like it as much. Yeah, because it's not unique, it's not unique. I've that's the for me, I'm like I like a unique, yeah. Yeah, so I mean, and and it's not like I would go to this once again. This would be one I would go to all the time. So good, yeah. Very, very good. But is it my favorite out of three? No, this is hilarious because it's just not super unique. Because it's not super unique. I'm so glad you said that. Which I guess if it is kind of opposite to what the general consumer would would think or how they would I go, I go with two, two, one, three.

SPEAKER_00 13:49

I agree. This is funny. We have yet to hit four, right? But the the progression when you looked at one through four was one loved, two hated, three loved, four did not like.

SPEAKER_01 14:03

So four is gonna be great, is what you're telling us. We're gonna love it. We we probably will. You talk about you talk about this thing of like we pulled it.

SPEAKER_00 14:10

One, we pulled from random stuff we had that we don't necessarily use mixed with what we use. And people looked at it and went, Holy crap, this is nothing on the like on the market. I love it. This is wonderful. Then you went to Canadian, and people went, Oh gosh, this isn't what you guys are about. Yeah, what am I drinking? Like, this is not beam. This is not what I wanted. And they jumped to three, and it's like, this is beam, like this is bookers. This is this is everything I could imagine. This is your this is your trophy, your top shelfer for bookers for what you put out at the distillery. This is what you could do, and this would be amazing.

SPEAKER_01 14:48

It's good. And they knew it was gonna be that way with the way he named it. Your brand loyalty people that just like they're I only drink bean products. There's nothing wrong with that. No, and there's nothing wrong with that. But for us, we are we're like, we're like, we're all about the experience, we're all about like variation and change and uniqueness and and being kind of off the wall, and maybe you know, sometimes it works in your favor, and sometimes you're like, this isn't very good, this is just not good. And so for for that to kind of like it that stimulates us, but we are I think the the the vocal minority, I guess if you will. Whereas the majority of people are like this is my brand. I only drink Heaven Hill, I only drink wild turkey. That like I will I drink beam? Sure. If somebody gives me a a glass of you know, Booker's, I'll drink it. But if I'm if I got my choice, I'm gonna go to Wild Turkey, or I'm gonna go to Rare Breed, or I'm gonna go to specific, like my specific bottle. We don't none of us really have that that we we're like, well, we're this is my bottle, this is what I always drink. Why? But that's why we're in a whiskey club. The whiskey chasers, yeah. Right, yeah, we chase it. We chase that, yeah, we chase the different variations, chase the experience. I feel like if you just are so stuck in like the same flow flavor profiles, there's nothing wrong with that, but like you're not chasing anything. It's like people when you tell people you're at the time. I tell people about my bourbon, and like I'm in a bourbon club and they're like, Oh, you're like you can drink, you're like, okay. And I'm like, but it's not like it's not, I don't, I don't drink to drink, I'm drinking because I enjoy the experience. Right overall, I enjoy the camaraderie. I'm not sitting at my house drinking my jack number seven every night. Every night, yeah, you know, same thing. Or my you know, or my whatever, you know, whatever product you want it, you want to say. That's not my thing. It's you know, it's like I'm oh, what do I what am I what am I in the mood for tonight? What what's different? What am I having for dinner? What am I smoking tonight? What are we going to do? It really is. It's it's the same. Yeah, it's like just because you like food doesn't mean you're morbidly obese. You know, in my case, you're a little bit of both, but you know, it just means you don't eat the same thing every time, you know? Yeah, you like, you like, you enjoy the experience. Like people who, you know, it's like, well, I only eat American food. It's like, well, you're missing out. There's so much more to have. You're missing out, bud. Yeah. Quite frankly, American food is just bastardized foreign food. It's really just the basic, basic, like it's it's food that has been just basic and bastardized. And we're just trying to make it appeal to the masses. And then it's like, oh, well, you've never had Indian food. It's don't never have like real Chinese food. It's it's like American Chinese food, right? Like you get the it's like general. I only like general soh's. Well, that's not actually Chinese food, it's kind of just of you took chicken, you breaded it and fried it, and you threw some really sugary sauce on it. You you make it about as about as bad for you as possible, and that's why it tastes good. It's not not to knock it. I love general so's. It's an Asian sauce instead of a barbecue sauce, but it's basically chicken, boneless chicken wings, and then you put it over rice. You did boneless wings and you threw rice within it. You threw rice within it.

SPEAKER_00 17:48

And it becomes the most popular Chinese food in America. People like it, but we put scallions on it. Yeah, oh, cool.

SPEAKER_01 17:55

There's broccoli in the rice. We put two things of broccoli in there for you. Yeah, I was watching something the other day on TV, and they were it was some movie, and these Chinese people, I think they were Chinese, and they were talking about that. She worked in a Chinese restaurant, and she said, We sell no Chinese food. Like she was talking like one of her friends at home. I'm not eating any of this. She's like, We I work in a Chinese restaurant, but we sell no Chinese food. And it's like, yeah, because you sell like an American American's version of Chinese food is it's a fake food. It's like it's not a good one. I think you you mentioned on a previous podcast. Maybe it was maybe it was a Dalmor. You were like, it's like it's like your McDonald's, right? You go to McDonald's and it's like, I got a cheeseburger and I got fries, but it's really just all grease. Like it's all it's all kind of there. Now you can now you can make that same meal home and really give it something. And I think that's what they did here. They they they made it at home and they gave it a little something extra, and it's good. It's really, really good. And it's gonna appeal to the masses. The people who love beam, the people who don't maybe love beam are gonna hate it, but it's gonna appeal to everyone. Whereas, like the other ones, like people who love beam, they're like, uh no, no, I don't, this isn't. And quite frankly, the people who are buying these bottles are people who love either love beam or they're collectors, and they aren't gonna drink it anyway.

SPEAKER_02 19:03

Right.

SPEAKER_01 19:03

So people who love beam, they're gonna be like, you know, with with chapter two, it's like, oh, this isn't beam. This sucks. Like, this is not good. Well, it's a it's great. Don't get me wrong, it's great. It's just not bean. This is your quintessential everything that you love about beam. So I see why it would appeal. This is French fries.

SPEAKER_00 19:21

Yeah, everybody loves French fries. This is french fries, but cooked in tallow. Yeah, like beef tallow.

SPEAKER_01 19:26

You can't mess up french fries with a homemade ketchup. Really can't mess up french fries, right? Like truffle, everybody loves them, yeah. Right now, we're gonna add some truffle sauce and maybe throw a little bacon in there. Did they up the little cheese on top? Did they up the price? I'm guessing they did. Wait, what 80, 100? This is probably one eighteen. 125. 25. Okay.

SPEAKER_00 19:44

I figured. So I wonder. So looking at the progression, you bring up an interesting point because if they started out with number one and went, I don't know who's gonna buy this, I don't know how this is gonna do. Number one was good. Number two, they come out and they're like, Okay, we did fairly well. Number one, uh, let's let's do a little bit, yeah, let's do a little bit more marketing, a little bit more unique. Chapter two comes out, and chapter two is like people are looking at them that are beam fans going, This is not beam. Like, I I don't know.

SPEAKER_01 20:11

Marketing or sales go well, but then the the I say that apologetically, like this doesn't make sense.

SPEAKER_00 20:16

This is not you. And so they come back with chapter three, and everyone that's a beam fanatic goes, I now have hope. Like my hope has been regained, like restored. Like I I am all for you. I will back you up in this, and I will buy every bottle after this because this is beam.

SPEAKER_01 20:33

That makes me curious to see if number four is like a little bit more exotic. It's like, well, well, we're gonna bring you back on the on the on the odds. We'll bring you back. No, we have years, we're gonna get a little creative. We're gonna see what else we can what else like you know, and and and that makes from a business standpoint, it makes sense from a consumer standpoint. If the if you're one of those people who ebbs and flows and is like, oh, this is a beam, I hate it. Oh well, well, then I'm probably not gonna buy the next one. And you hear it's really good, and you buy that, and you're like, Oh, this is awesome. This is everything I love about beam. And I'm gonna buy the next one, and it's you're you know, it's some funky thing, and you're like, what the heck? Yeah, but but you already bought it. You can make money, yeah. Yeah, they already made their money and and just deal with it, right? If you don't like it, whatever. And then, oh, it didn't get good response. Well, let's go back to what we what we know. Let's go back to chapter five and let's go, let's go great. So I'm excited for four now.

SPEAKER_00 21:19

Chris has been to this, uh been to the store of the soapbox. Yeah, uh, we call it the soapbox. I don't know the name of it.

SPEAKER_01 21:25

Was it an old laundromat or something?

SPEAKER_00 21:27

Yeah, it looks like an old laundromat. It looks Mary's called it the soapbox because of the colors at Square. It looks like a soapbox, like an old 90s soapbox that people don't make anymore. But yeah, it's a cool place. I walked in there. Uh this is 2020. It's a liquor store. Yeah, 2020, height of uh COVID kind of thing. And I walk in.

SPEAKER_01 21:45

This is this is in Indiana.

SPEAKER_00 21:47

Yeah, Indiana. Sorry, uh Indiana, uh, by Tipsy. And uh I walk in Tipsy. So we we walk in, the people we're with are f they become friends like they were friends with Tipsy to this place. And they don't really have to ask what's in the back, they just bring it out for them. This is this is one of the places that yeah, this is one of the places that you can ask what's in the back, and they're not going to tell you or show you until you buy a store pick. Like you kind of have to buy something here before.

SPEAKER_01 22:16

God, there's something to be said for that. It is. I I love that. I agree with it. Like, that's what I hate about Ohio. It's like everything goes out, and everybody's like, oh, you wait in line. It's like, no, like there, there's something to be said for like be a customer. And we'll treat you like that. You're my guy. You come back. You I have we have conversations. You're you're my you're a friend. I want to hook you up with this bottle. Right. That's exactly how it is in Indiana. It is. And that's what it is. Yeah. I mean, we we've gone to Tipsy before, and he'll be like, I got this little I got this thing in the back here, you know. And then granted, like, he's probably given out most of those, but he's he will he'll be like, I'm gonna I'm gonna set this back because I know Nick will like this.

SPEAKER_00 22:48

Right. Which I appreciate. And I ended up buying two really good, I mean, a bottle that I have gone through three of, and I have a fourth for the club.

SPEAKER_01 22:56

A bottle three times.

SPEAKER_00 22:57

Uh yeah, it was a store pick. Um, and then two store picks I ended up buying Maker's Mark and Horse Soldier. Uh, you later picked up a horse soldier. Which is not as dark as mine. Yes. So I I walk up to the counter and I'm like, okay, I'll get these two. What do you have in the back? And I I think I asked, like, do you have any bookers in the back? And she walks out with this box, and my eyes lit up, and I go, What do you what do you have? And she goes, It's not bookers, it's book something. We've held on to it for about a year. No one's interested in this. Like, no one's really interested. And I said, What we can turn it on the side? Like, what's it called? And she goes, Little, little book. And I said, Yes. And she goes, Do you care what chapter? No, no, no, I don't, I don't, I don't care. I will I will. I know where it's coming from. I know it's good. I ended up paying, I think, for the bottle, maybe $175 for the bottle. I'm gonna say they they have a little bit more price, but this one was a bit more pricey at the time.

SPEAKER_01 23:54

Yeah, I would gladly, and I've told I've told Nick this before, I would gladly pay a little bit more for a bottle if it was available. Yes, yeah. Now, granted, there there are places that they're they're gonna really rip you off. And they don't give you a hard time about it, you know. Yeah, and it's like, hey, you know, and he's like, Well, you know, like even like with Tipsy, for instance. Like, he's like, These bottles might cost you 10 bucks more. I will pay you ten dollars more for the experience, for the chance to talk to you, for the availability, for the selection. Like, you have, I mean, he's got thousands of bottles. Like, I will, I was like, I we we went, we visited there. Unfortunately, we we had to kind of get going. I'm like, I could stay here allowing. This is like candy link. He likes to give out samples and stuff. This soapbox, though, this is the same place that I got a stag. I bought a score pick. I got a stag for 55. That's I mean five dollars over retail or whatever. I mean, and not even probably, I don't even know. And they didn't over they didn't overcharge, they could have already wait in line for 12 hours and fight off. They could, I mean, it's Indiana, they could have priced whatever they want. 55 bucks.

SPEAKER_00 24:54

And I I remember getting this bottle and being all excited. It took me another year, another year to get uh two years, maybe not a year to get all of them, anyhow. Took you that one. The first one you got the first one I ever got. Ever since I got this bottle, I've not gone a year without getting at least one of the chapters, mainly from Tipsy.

SPEAKER_01 25:14

Was that the only chapter they had when she pulled that box out?

SPEAKER_00 25:17

Yes, it was the only chapter they had. Ever since then, tipsy knows this is my like go-to, and so he'll like reach out to Mary and be like, I got you, I got you. If you want to get for Christmas for him, I got it. It's fine, I got you.

SPEAKER_01 25:28

Yeah, like it's it's been that's like me. I knew I knew you love them, and I'm like, I'm like, I want I I I love them too. I kind of fell in late, but I was like, I know you're a collector and you have all of them. And I think it was chapter eight, maybe it was the infamous. I remember, and I saw it in a store. I'm like, there's just three left. I called you like immediately. I was like, go down there, get it. I just got one. There's like two left, go get one. But yeah, I mean, there's something to be said for like just that experience and like that loyal, like customer loyalty. You're building loyalty, you're encouraging loyalty, right? Be by those people coming back and be able to be able to buy those bottles, but also you're building that experience, like there, it just adds that much more to it. It's like, yeah, tipsy tipsy got me this bottle, and they he he held it back and he knew I would like it. I never I didn't ask him for it to do that, but he was like, I know when you're the same reason why you go to a hardware store over like Home Depot, Home Depot. So you're paying more, but like these people put the extra effort in, right? Yeah, yeah, you're not gonna have to make 10 trips because the 12-year-old girl that helped you in aisle nine didn't know what you're doing. Free popcorn and extra, like an extra like giving a shit. That makes a big difference, you know what I mean? That's all I need. Free popcorn and actually give a shit together. Or just give me somebody who knows what they're talking about. Yeah, that's what I mean. Like, hey, I'm trying to replace the toilet. I have no idea what I'm doing. It's leaking. What do I do? And there's that like six-year-old dude, and he's like, here's what you need. Here's the bowl. Don't forget these because you're gonna forget them, but don't forget, you're gonna need them. You're gonna need this. You're gonna need this, and you're gonna also need this other little tool that costs five bucks. Just get it now. Knowing if you're gonna need it, knowing if you're gonna need the extra thick wax ring or the regular one. Exactly. But yeah, that goes. But then, like, you get you go walking to Home Depot and it's like, wait, you're looking for a toilet? Um, let me look on my app here. It says that's in aisle 13. Aisle 13, good luck. Yeah, look, and it's like, great. This is a whole toilet. I've got the whole toilet in the aisle for the next slide. I'm busy trying to get my TikToks in. And I'm gonna make six more trips down here because I didn't get the right racks wax ring. I didn't get the extra bolts or the whatever, you know, and it's like just it's worth it. There time and and money, they're gonna they're gonna go hand in hand, but also like I said, this is like about that experience. So once again, shout out to Tits. Are you are you caught up, Nick? I not have to cut you off there, but I get are you caught up with like the releases? Oh, are you behind? Are you am I caught up on the new release? I just lost one. Uh what I'm what I'm saying is like uh so they've they have they put one out yet this year.

SPEAKER_00 27:53

So 2025, they won't release until September. 2024, so last year they released two, so they released the little books uh chapter earlier than what they normally do in the year, and then in September they released the infinite.

SPEAKER_01 28:07

But have you had everything up to that point? Is what I'm asking. Oh, I have all to date.

SPEAKER_00 28:10

I have all of them. You okay? I have I have eight in infinite.

SPEAKER_01 28:13

He's up to date. I was wondering if you were like behind or no chapter four. Infinite throws it off. Yeah, throws it off a little bit. Are they gonna keep going then?

SPEAKER_00 28:25

Uh the the idea is the infinite is gonna continue on as well as the chapters for a little bit.

SPEAKER_01 28:30

That's what I was gonna ask you. I didn't know if they were gonna go coincide or if they're like infinite one, infinite two. So here's the fun part.

SPEAKER_00 28:36

We're we're we're we're kind of jumping ahead, sort of, because I I I don't have one of them.

SPEAKER_01 28:42

Okay. Well, let's wait. Let's not jump ahead. We got more to talk about.

SPEAKER_00 28:44

No, I'll jump ahead. It'll be fine. Uh I you asked me if I have all of them. I have all of them that were available to the public. There was one that I found out that came in between uh this would have been two, so between six and seven, I believe. Chapter six and chapter seven uh came out in October for breast cancer awareness. Um, I found out when I did the tour, uh, if I can get my hands on it, it it it may never get Capricorn, it may never get opened. This this may be about opportunity.

SPEAKER_01 29:19

Capricorn?

SPEAKER_00 29:19

Capricorn, yes. Uh, because of October.

SPEAKER_01 29:22

October is not Capricorn. Capricorn isn't isn't Capricorn cancer or something like that?

unknown 29:26

No.

SPEAKER_01 29:27

Capricorn is like December, January. What's the cancer? What's the cancer one? What do you mean? Literally, it's called cancer. I thought it was called cancer. The symbol, the the Chinese the Chinese thing for cancer? No, it's cancer. It's cancer. Oh, it's called cancer.

SPEAKER_00 29:38

Yeah, Capricorn's a different thing.

SPEAKER_01 29:40

That's a different thing. That's Aquarius and all Aquarius.

SPEAKER_00 29:43

I don't know these things. So shenanigans. You talk about beam. Okay, we talk about beam root being rooted in family and heritage and being rooted as like a small company kind of feel, family company kind of feel. It fits right in with this bottle. The the whole idea of this is our best of the best because my grandpa made it kind of thing, right? The small batch collection. He got together with uh, I don't know if he got together or if his wife came to him. Uh Freddie No Jr. His, I believe it's Freddie Noah Jr.'s wife's grandma died of breast cancer. And then there was a uh lady that works for Beam that is a breast cancer survivor. And then there was another one that I believe got diagnosed with breast cancer. So they took the three of them and said, said, You have full reign over all of our barrels in every warehouse. Wow. You guys go pick whatever you want, right? Go pick three barrels that we're gonna blend together. We're gonna release it for breast cancer awareness. That's so cool. And it's gonna be, it was very, very limited. They raffled them off or something, or I believe most of them went to charity. Yeah, most of them went to charity. It was a it was a maroon red tag. I don't know.

SPEAKER_01 30:55

So we talked a little bit about Booker. That's awesome, dude. And how it's it's bourbon, it's bourbon. It's and I'm like, what if you did a rye? And like, I won't do a rye because Booker's never did. They did release a Booker's Rye, very similar situation to that. They did it for, I don't know, I'm not exactly sure. I'd have to go back and look, but they did it for a um a contrary auction that was going that they said this would be important to our to to to Booker.

SPEAKER_00 31:20

So funny thing is they did that.

SPEAKER_01 31:22

We'll make it we'll make it very special. We'll make we'll give people what they're asking for, but we're gonna we're only gonna do it because it's a cause that he would find to so it was like worthy. He's like, you don't bastardize my bourbon with rye, like like June or St. Judes or something. We're gonna we'll do that. We'll give you guys what you want, but it's only gonna go to benefit something that's gonna matter to him. Like the like the kids or something, like yeah, yeah.

SPEAKER_00 31:43

It was a charity of some sort. Booker No and Fred No both suffer from uh kidney renal failure. That yep, that's probably not something they want to publicize. Um, and so uh Fred, after his dad passed, agreed to do one other release of this, something like this. There was a single barrel of Bookers, the single barrel, that's a single barrel pick of bookers, and it was it was three doctors that got together, and one of them was his doctor for his his uh he got a kidney replacement, uh, I think. Yeah. So they came to the reason I like bean. Yeah, they came to him and said, This is what we want to do. It's gonna go towards this, this is what we want it for. And he literally laid there in the it was during while I was in recovery, laid there and said, My dad would hate the fact that we're gonna do this, but because this is something that he that impacted him and he suffered from, he would like that and appreciate that.

SPEAKER_01 32:37

We'll do it. Yeah, sounds like it was a more genetic thing. Yeah. Oh, yeah, yeah.

SPEAKER_00 32:40

It wasn't related to the outcome. No, it wasn't. It it I forget it's some for disease.

SPEAKER_01 32:45

It was pretty old, yes.

SPEAKER_00 32:47

Yeah.

SPEAKER_01 32:48

So because of, but because of it, like a lot of people would hear that, oh, it was the you know, I don't think for drinking, yeah.

SPEAKER_00 32:53

But you gotta imagine Freddie was around during this time when his dad approved this. Grandpa passed, dad's around, he experienced his dad saying, Let's do this for charity, I'm all for it. So, because of that, he came in and said, Breast cancer has impacted my life because of my marriage, because of my wife. I want to do something that me that impacts something that means something to someone else. And so they did. It was just, if I remember I each uh each gal got to pick out one barrel. He did not touch a thing of it. He tried it once they said it was done, and that was all he did. And then they put it out as like a charity thing. I sent a text to Tipsy. Yeah, I sent a text to Tipsy and I was like, Hey, could you get this for me? And he just laughed back at me.

SPEAKER_01 33:35

He's like, just just laughing about it.

SPEAKER_00 33:38

Like, I don't think any anyone's gonna be able to get that.

SPEAKER_01 33:40

I guarantee that with all uh raffle type type deal situations where like people raffled it or or they uh auctioned it. 100% auction. You make a lot more with the raffle bottle because you're gonna so you know, a lot of times that's donated, and then more people are gonna pay for those tickets, and then only one person wins it.

SPEAKER_00 33:58

Like, but we're we're probably talking like thousands of dollars per bottle. Like, this is we're talking little book is a one-off, but we're talking a one-off of a one-off.

SPEAKER_01 34:06

One that's raffled where this stuff was raffled at, people were paying thousands just to get in.

SPEAKER_00 34:10

Right. Right.

SPEAKER_01 34:12

So, like, I don't have like we go to one every year, and it's like like you should see the money that some of these people throw down for for like in for these schools. Oh, yeah, for school, even like for school, like oh yeah, like, oh, here's a well-I read. And it's like people are like the don't the donors that are putting money down. You're just like, hey, I know I'm gonna give this money anyway. I might as well get a bottle for it. Uh, here's three hundred dollars for this thirty dollar bottle bourbon. It's like, what? Yeah, I mean, people get generous, which is that's I mean, that they're being generous, yeah. They don't really, they don't really care if they get it or not, you know what I mean? Yeah, like yep, they're gonna donate either way. I'm gonna buy 500 tickets. They were gonna donate either way, yeah. Yeah, and maybe I'll win. And if I do, I'll be super excited. And if I don't, guess what? It went to a good cause anyway. Right, no big deal.

SPEAKER_00 34:52

That's no big deal.

SPEAKER_01 34:53

One's a second that I mean that just adds to the the beam, like why you think they're willing to do something.

SPEAKER_00 34:59

Yeah, it's so and I I think that that impact I like that impressed me the most because you talk about this is his child, like this this is his baby.

SPEAKER_01 35:08

Yeah, I'll I'll I'll put something out there, I'll I'll give you something different. That's not exactly what I would do.

SPEAKER_00 35:14

Yep, and for the I'll put my name on it. The fact for him to be like, I trust them, like this impacts them more than it does me. Well, it does have an impact on me, it impacts more than more them than it does me. And because of that, I want them to be able to choose what they want, and I just have very little say in it. Like, it doesn't have much to do with me, and I appreciate that. Like that that means a lot. Like it has my name, it has a little book on it, but it's not it's not mine. It's not it's not mine. I didn't do it. It wasn't it wasn't for me.

SPEAKER_01 35:48

If you like it, credit goes to them, right? Right, yeah, and then some of the ownership of like it's not great, it's off them, but it's still for good cause. So, like, what are you bitching about? You know what I mean? Like this charity bottle is not quintessential beef. There's two types of people that would win that in a charity bottle. People that would never touch it, they'd put it in a shelf somewhere and never touch it because they really didn't care. Or people that would like also not care and just drink it, like open it up and like give it out, drink it like it's a it'd be gone and like open out of their table while they're at the event. While they're at the event, it's gone. Yeah. So like, but you're you're not gonna get people that are like treasuring this bottle, you know, out of a situation like that. No, which makes that bottle even more unobtaining because half of them got drank right away, right? And the other half, people were like, I know what I got. It's the same people that buy papies and shoot it, you know what I mean? And people do that. Like, I feel like that's how pappies gets drank most of the time.

SPEAKER_02 36:45

Yeah.

SPEAKER_01 36:46

I'm gonna buy this $500 shot and just because I can do it. Because I won it and I'll I won it in a lottery and I spent ten dollars on this raffle, and it's more about what I did than what I'm doing.

SPEAKER_00 36:59

So I I I would love to have that bottle. I don't know that I'd ever open it. It might be a gift to me. Like, this is your bottle.

SPEAKER_01 37:05

Like you do what you want. Well, you've had this is your bottle. If you open it, I'm drinking. I'll take some of it.

SPEAKER_00 37:11

But other than that, I have all I have all of them. Nice. Uh it's not to brag. It's a it's been a nice little journey along the way. When you shared this journey with me in uh yes, and that's that's what these are these are are meant for. And I truly do think again, one of the main reasons I love bean is it's not just uh family heritage and family integrity, it's it's a shared moment. Uh, we found out I think we went on a tour, we talked to one of the bartenders or someone there. Mary started asking him about if you know, do you enjoy working here? What's it like working here? And he made the comment love it. Every Sunday, Freddie No Jr. invites some of the staff. It's not everyone at once, but invites X number of staff to come over and have dinner with him and his family every Sunday. But I love that because I I look at that and I'm like, you really don't need to, you're beam, like you really don't need to, like you're huge, you're massive. He probably doesn't even want to. Like anybody does it anyway, like is it the right thing to do? I think I think he wants to because it's the family, you know what I mean?

SPEAKER_01 38:20

Like, like if there was all part of the family, yeah. If there was a a a Sunday where he was like, I'd I'm not feeling it, he would still do it. You get what I'm saying? He could suffer through it, then he's not feeling good, he's under the weather or whatever. He's like, we're still gonna do this. Yeah, I'm gonna come out, I'm gonna show, I'm gonna show my face, uh, we're gonna have this dinner, I'm gonna go back and crash, but uh we're gonna at least do it.

SPEAKER_00 38:39

Yeah, we're gonna this is gonna be a thing, and so I I I appreciate that. I think that's why I love little books so much, is because it every part of that, the the family heritage, the family integrity really ties into this bottle, um, and every chapter that that he puts out.

SPEAKER_01 38:59

Kind of old fashioned, yes, right? Like, and then once again, little book, right? Like he's he's little book, right? You think about his grandfather, and it's like you and that's what your grandpa would do, right?

unknown 39:08

Right.

SPEAKER_01 39:10

Yeah, let's let me do what my what would my grandpa have done, which you don't get much anymore. And when you do, when you do find it, it's it's special, it's unique, it's very rare. But it's yeah, I mean it's it's yeah, it's not easy to do. Yeah, it's much easier to be like, all right, yep, here's your check. See you later. You know, you got you got you got paid this week, right? All right, cool. Yeah, I showed my face. You know, it's like the CEO who shows up once every like six months and like hands out the bonuses for Christmas. Meanwhile, and or or it's like your your boss who's like who's out there and he's doing, he's like, Oh, we're busy today, here let me help you out. What you're the CEO, you don't need to be be here and doing this, but you're here and that means a lot. Like even if you're only here for 20 minutes and help me get through the lunch rush, like we're all in this together. Yeah, yeah. It becomes that that much more special.

SPEAKER_00 39:56

Fun for me. So I I talked about the the little bottle I don't have, which was brought up during this tour because Booker talked about the bottle that they the special release they did for the the charity donation. And I believe it was kidney. Um he got a donor. He needed certain like a replacement, like a kidney, yeah. So he got a donor from the distillery, and it was a uh co-worker worker, I wouldn't say co-worker, an employee that I believe. It was an employee on the bottling line that worked with Freddie No when he was working in different different areas. That she she that's pretty cool. She came to him and said, I will give it to you. I'm I'm a match, I'll give it to you. But you have to go, you have to go on a walk with me every day for lunch if I give you this replacement. You you have to stay healthy.

SPEAKER_01 40:56

What a good boss if she just wants that she wants to spend time with him. You know what I mean? That's that's right. But not only that, but like she's like, I'm not gonna waste it on you, you're just gonna be a bum. Right. Like, you're gonna stay healthy. If I'm giving you this kidney, you're gonna use it to the best of your ability. Not wasting this kidney on you, right? Like, you look a little overweight to me. I could have this kidney.

SPEAKER_00 41:14

Like, I appreciate that there's the accountability part of like, I'll donate. Like, you're my boss, I appreciate who you're but you're gonna do this with me. Like, this is a thing, and for him to be like, okay, yeah, let's do it, let's let's figure this out.

SPEAKER_02 41:26

He needs a kitty, yeah.

SPEAKER_01 41:29

He probably could have been like, I want to be this position when he's he's gonna say, No, I want royalties on other souls. Uh I'll take death.

unknown 41:38

You know what I mean?

SPEAKER_01 41:39

Like, never mind. I'll just die. Yeah, I'll just die. Yeah, I'll wait, hope for the best. But yeah, I mean, the fact that, yeah, you you know, like it goes, it goes to show, like, you know, it's like, would you donate your boss a kidney? Most people probably like, uh no. And if you're not the kind of boss that people are willing to donate a kidney for you, be better. Be better. Yeah. You're not gonna be able to get a big thing. Drink more bookers. If you're more bookers, if you're a manager or a CEO out there and you're listening, and you don't think somebody in your your one of your people would donate a kidney, you probably should be better. If they wouldn't give you a conate uh kidney just to spite you, yeah. Really not get to die. I wouldn't give him a kidney if he was the last person on earth. Maybe think about what you're doing. Chris, you said two, one, and three. Absolutely. Uh, this is not my favorite. This is so good. So, so good. I'm not trying to crap on it. Compared to the other two. Glad that I wasted it on you then. Compared to the other two, if I had only ever had this, I'd be like, but I had the other two. And I'm like, yeah. So I would agree in that exact order. However, this glass disappeared much faster than the other two.

SPEAKER_02 42:52

It was also much faster than a smaller ball, maybe maybe a tiny bit smaller.

SPEAKER_01 42:56

It was a smaller button. I'm like, and I keep going back, I'm like, I'm gonna get this last little drop here. Uh, because it's it is it is so good. It was very, it was very, very good. And it's it's the best bookers I've ever had. Like, I want sold and reliable. This is the best bookers I've ever had. Honestly, yeah. This was that's how I feel about it, you know. Yeah, this would curb stomp stomp every booker's ever. Not once again, not bashing bookers, one of my favorites. I love bookers. Love bookers. This would be the best bookers batch, period. And it's bookers better. This is BB, which makes it all beam, it's all beam in your face. It's very, very good. It's got all the flavors you want if you're a beam fan. All the flavors you want if you're just a bourbon fan in general. You know, I can't see anybody being like, well, I don't really care for beam, but I don't really like this. Like, you know, it's not it's good, it's really, really good. It goes down easy. It's what what's the proof point on this? 120?

SPEAKER_00 43:50

Uh 18?

SPEAKER_01 43:53

Yeah, I mean, and even at that proof, it's very, very drinking. Oh, 122. I see like three. I was thinking it was a little bit hotter than the last one. It definitely has more of that that Booker's esque like heat to it than the first the first two. And it's more prevalent than even the first one. Yeah, number one, I didn't have, I didn't think had any heat. Number two had a little bit on the back was 128. Yeah, yeah. I would agree. Yeah.

SPEAKER_00 44:18

It was 128, 118, and 122.

SPEAKER_01 44:20

This has it. This has got that heat kind of throughout. It has a little more than the other two so far. Again, that's why I liken it to Booker's because Booker's has that prevalent heat. It's going to get you on the front end and on the back end. It's going to be there. What she said. Front end is is the back end for me, my friend. I don't know what's going to get you on the front end and the back end. On that note, uh we will be back with the fourth edition.

SPEAKER_00 44:42

Fourth edition. Uh we we got uh little book chapter four coming up, my friends. Next week. On the whiskey chasers. Next week, huh? Stay tuned. Uh so we got the road home to lessons honored. Lessons honored.

SPEAKER_01 44:56

Not lessons learned. No, lessons honored lessons that have been learned and now honored. Okay.

SPEAKER_00 45:00

That's all right. That's how I interpret it. Sure. We'll uh we'll go with that one. See you guys next time.

SPEAKER_03 45:12

Thank you for listening to the podcast. If you want more great content and other perks, be sure to support the show by clicking the link in the show notes. We can be reached on our website, whiskeychaserspod.com, with any ideas for the show. Thanks again.