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171: Building a Bourbon Brand with More Than a "Puncher's Chance"

Bourbon Lens

Release Date: 04/18/2022

303: A Deep Dive with Ross Cornelissen, Master Distiller of 1792 Bourbon show art 303: A Deep Dive with Ross Cornelissen, Master Distiller of 1792 Bourbon

Bourbon Lens

This week, we’re talking about Barton 1792 Distillery and 1792 Bourbon. Master Distiller Ross Cornelissen joins Bourbon Lens to talk about the workhouse bourbon distillery. Barton 1792 is a historic distillery in the Bourbon Capital of the World and owned by Sazerac Company. We discuss three limited releases from Barton 1792, including Sweet Wheat, Aged Twelve Years, and Thomas S. Moore Port Cask Finished Bourbon. We are thankful for your support over the last 6 years. We must give the biggest shoutout to our amazing community of Patreon supporters! As always, we'd appreciate it if you...

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302: Sitting Down with Dierks Bentley and His New ROW 94 Whiskey show art 302: Sitting Down with Dierks Bentley and His New ROW 94 Whiskey

Bourbon Lens

We’re joined by multi-Platinum country music artist, Dierks Bentley, in this special episode of Bourbon Lens.  Dierks recently wrapped up his Gravel & Gold Tour and is firmly planted back in Nashville preparing for his next album. We had the privilege to sit down with Dierks to talk about his newest project, Row 94 Whiskey.  Row 94 is a Kentucky Straight Bourbon Whiskey distilled at the historic Green River Distilling Company.  Dierks aims for Row 94 to be the bourbon you reach for when you’re enjoying a night with friends, listening to live music, or pouring a whiskey...

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301: Restoration and History with Cook’s Mill Whiskey Founder Jason Queen show art 301: Restoration and History with Cook’s Mill Whiskey Founder Jason Queen

Bourbon Lens

On a recent trip to Myrtle Beach we crossed paths with Jason Queen as he was working to promote his bourbon in South Carolina.  Jason shared a bit of history with us and a whiskey too.  That chance meeting and conversation inspired this latest episode of the Bourbon Lens Podcast.  Jason, a serial entrepreneur and conservationist purchased Cook’s Mill, an old grist mill in order to restore this once thriving mill. That goal set him on a path to creating a whiskey that is focused paying homage to North Carolina’s past.  Sit back and buckle in for the latest episode of the...

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300: Celebrating a New Milestone with Birthday Bourbon at Old Forester show art 300: Celebrating a New Milestone with Birthday Bourbon at Old Forester

Bourbon Lens

We are celebrating a BIG milestone this week as we release the 300th Episode of Bourbon Lens.  Old Forester and Brown-Forman were gracious enough to invite Jake and Scott to Whiskey Row to celebrate.  Bourbon Lens is joined by Melissa Rift and Caleb Trigo from Old Forester to discuss the historic brand, its legacy and future, and to toast our milestone with the 2024 Edition of Birthday Bourbon.  We couldn’t think of a better choice for celebrating this milestone episode and thank the team at Brown-Forman and Old Forester for their support all these years. As we celebrate this...

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299: Building the Best 5 Bottle American Whiskey Bar show art 299: Building the Best 5 Bottle American Whiskey Bar

Bourbon Lens

It’s the question that every whiskey enthusiast has been asked: What’s the one bottle of whiskey you keep on your bar?  Since one bottle clearly wouldn’t make a great podcast, we decided to up the ante a bit and decided to build the Ultimate 5 Bottle American Whiskey Bar.  Jake and Scott run through how they would build their whiskey bar if only afforded 5 slots. We’ve given ourselves criteria in hopes of finding a bottle for every niche and occasion.   We run through our choices for 1) best everyday whiskey, 2) best cocktail whiskey, 3) high proof whiskey, 4) Top Shelf...

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298: The Most Exciting New Whiskey Releases for Fall 2024 show art 298: The Most Exciting New Whiskey Releases for Fall 2024

Bourbon Lens

It’s been a wild season of new whiskey and bourbon releases and we’re catching up on some of the ones you may have missed. The press releases have been coming in fast and furious of late and Bourbon Lens is doing our best to keep you abreast of all the news.  We recap some of the most exciting releases from the heritage Kentucky distilleries, the best distilleries both inside and outside of Kentucky, and even some celebrity brands that have the whiskey world talking. As always, be sure you’re following along at BourbonLens.com for all the latest news and notes of the whiskey world. ...

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297: Kentucky Bourbon Festival 2024 Recap and Planning for Next Year show art 297: Kentucky Bourbon Festival 2024 Recap and Planning for Next Year

Bourbon Lens

Scott and Jake sit down to debrief after a long weekend at the   We discuss some of our favorite pours and experiences from yet another memorable Festival. We must give a shoutout to our AirBnB housemates who joined us to celebrate and to all our listeners who introduced themselves over the weekend. We wrap up this recap episode with some tips to consider as you plan your trip to the . Thank you to the Kentucky Bourbon Festival, its board and staff, and Estes PR for inviting us to the Festival to cover the events and festivities of the weekend. Image Credit: We are thankful for your...

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296: Our Trip to New Riff Distilling with Jay Erisman show art 296: Our Trip to New Riff Distilling with Jay Erisman

Bourbon Lens

Scott and Jake travel to Newport Kentucky to visit New Riff Distilling and sit down with co-founder Jay Erisman.  We kick back inside the Aquifer Bar to discuss New Riff’s history, their whiskey portfolio, and what’s ahead now that the distillery recently celebrated its 10th anniversary.   In this episode, we taste New Riff Bottled in Bond Bourbon, Silver Grove Bourbon, Malted Rye, and their 8 Year Bourbon.  Stay tuned to Bourbon Lens for more coverage of New Riff coming soon, including their second batch of Kentucky Single Malt and their Whisky NRD tasting courses currently...

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295: Four Roses New Limited Edition Small Batch Bourbon for 2024 show art 295: Four Roses New Limited Edition Small Batch Bourbon for 2024

Bourbon Lens

We continue our coverage for Bourbon Heritage Month as we explore Four Roses Bourbon, including their new .  We are joined by Brent Elliott, Master Distiller for Four Roses Bourbon Distillery.  We discuss Brent’s process for crafting this limited edition bourbon, the , the distillery’s commitment to quality and tradition, and the recent announcement of an expansion of the Four Roses Bourbon recipe lineup.  What is your favorite Four Roses recipe or release? About Four Roses: Established in 1888, Four Roses combines two mashbills with five proprietary yeast strains to distill...

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294: James B. Beam Distilling Co. is Celebrating a Big Milestone show art 294: James B. Beam Distilling Co. is Celebrating a Big Milestone

Bourbon Lens

We’re kicking off National Bourbon Heritage Month with one of the legendary distilleries of Kentucky Bourbon.  We’ve traveled to James B. Beam Distilling Co. to chat about the Homeplace, located in Clermont, Kentucky and their 90th year at that location.  Alex Bowie, Director of Homeplace Experience at James B. Beam Distilling Co. sits down with Jake and Scott inside the Historic Beam House. We discuss how Beam has evolved its Homeplace over the last 90 years, the importance of adapting to the evolving bourbon tourist, and some of the innovations coming from this historic...

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“IT’S (BOURBON) TIME!” with Bruce Buffer and Umberto Luchini as we talk about their brand Puncher’s Chance Bourbon and its two current offerings.  If you don’t know Bruce Buffer, you likely know his voice and his iconic trademarked introduction; “IT’S TIME!”®. He’s the official Voice of the Octagon for the UFC and he is putting his name and reputation behind this bourbon brand that he loves so much.  We are also joined by the brand’s founder, Umberto Luchini.  He’s an Italian with tons of experience in the international spirits world as well as Kentucky Bourbon; he previously helped grow the Campari Group portfolio, which also included Wild Turkey.  Don’t miss this episode and get hyped to grab a bottle of this Kentucky Straight Bourbon when you see it on shelves or online.

Download or stream this episode on your favorite podcast app and be sure to drop us a review while you’re there.  

We are thankful for everyone who has supported us. A huge shoutout to our growing Patreon Community as well! We'd appreciate it if you can take the time to give us feedback on our podcast. If you enjoy our content, consider giving us a 5 star rating on your favorite podcast app, leave us a review, and tell a fellow bourbon lover about our show.

Follow  us @BourbonLens on Instagram, Facebook, & Twitter.  And please check out our Patreon to learn how you can support our endeavors, earn Bourbon Lens swag, be part of future barrel picks, and more. If you have any comments, questions, or suggestions, please email us at [email protected].

Visit our website BourbonLens.com to check out our blog posts, or even purchase your own Bourbon Lens tasting glass or t-shirt.

Cheers,
Scott & Jake
Bourbon Lens

About Bruce Buffer: “The Voice of Mixed Martial Arts”

Bruce Buffer, an entrepreneur, announcer, entertainer, and motivational speaker who excites the public about products and events he represents, is perhaps best known for introducing events worldwide with his internationally trademarked phrase, IT’S TIME!®

Most will recognize Bruce as the official “Voice of the Octagon” for the Ultimate Fighting Championship (UFC) since 1997. He currently appears on all ESPN -televised UFC events and Pay Per Views. Bruce also appears and announces for many other sporting events such as the NBA, NFL, NHL, MLB, various collegiate sporting events such as the University Of Kentucky’s March Madness event, as well as Fantasy and Esports events.  On the virtual side, Bruce is a feature character in nine UFC video games released since 2014 (ex., CRAVE, THQ, UFC) and is the model and voice for the boxing character Tony T. in the Ready 2 Rumble Boxing Round 2 video game by Midway.

Among numerous TV and movie appearances, Bruce has appeared with Robin Williams and Billy Crystal on “Friends”; on HBO’s “Entourage”; alongside Antonio Banderas in the motion picture “Play it to the Bone,” and Will Ferrell in the comedy “Holmes & Watson”; as well as performed voice over work for Clint Eastwood’s 2004 Best Picture Oscar award winner “Million Dollar Baby.” A ranked professional poker player, Bruce has been seen on NBC’s Poker After Dark, the Travel Channel’s popular “World Poker Tour TV Show,” and co-stars in the critically acclaimed instructional poker DVD “All In” along with poker pro Phil Gordon.

Bruce manages his entrepreneurial ventures through Buffer Enterprises, Inc., as well as guides and manages the career of his brother Michael Buffer, including the creation, design, and management of all product and promotional licensing surrounding Michael Buffer’s world famous LET’S GET READY TO RUMBLE® trademark phrase, which has grown into a major international enterprise, approaching $500,000,000 in retail sales worldwide.

Bruce’s latest project is Puncher’s Chance™ pure Kentucky Straight Bourbon, inspired by two great American traditions: whiskey, and fighting for what we believe in. Bruce explains: “A puncher’s chance means that anyone has the potential to succeed, whatever the odds, if he or she works for it. Being the underdog is often the greatest strength. Puncher’s Chance is the bourbon for everyone who believes and lives that credo.”

About Umberto Luchini

Founder & Proprietor, Wolf Spirit

Umberto Luchini (pronounced: oom-BEAR-toe loo-KEE-nee) is the founder and proprietor of Wolf Spirit, a different kind of spirits company started in a former Eugene, Oregon laundromat (Nanny’s Wash & Dry, in fact). Wolf Spirit brands include Puncher’s Chance Bourbon, Blood x Sweat x Tears Vodka, Bosscal Mezcal and Tom of Finland Organic Vodka from Finland.

Umberto was born in Milan, Italy into a small, tightly-knit family. He attended school in London, worked in France, became jobless after 9/11, and took a low-paying job with a great brand: Campari (Monaco). Umberto rose through the marketing ranks, ultimately moving to San Francisco in 2004, where he resides today as an American citizen.

Umberto worked with Campari America for 17 years, during which time he formed an award-winning team of 30 marketers and developed well-known marketing programs for globally recognized brands. Umberto led the team behind the reimagining of Wild Turkey, following the purchase of the brand by Campari Group from Pernod Ricard in 2009. He also took an unknown tequila brand named Espolòn and turned it into “the Tito’s of Tequila,” selling more than 400K 9L cases. In 2017, Umberto left Campari with multiple business models and dreams of becoming an entrepreneur; that same year Wolf Spirit was founded.

Umberto is happier than ever and working harder than ever to grow his own brand, as he did for so many others. In his spare time, he enjoys ultra-endurance sports and traveling.

About Puncher’s Chance Kentucky Straight Bourbon

Eugene, Oregon-based Wolf Spirit released its first foray into fine whiskey with the release of Puncher’s Chance® Kentucky Straight Bourbon in Fall 2020. Crafted through a partnership with IJW Whiskey Company of Louisville, Kentucky, Puncher’s Chance is now available at fine spirits retailers and online at $34.99 SRP for a 750 ml. Inspired by two great American traditions – whiskey and fighting for what you believe in – Puncher’s Chance was created for the whiskey curious who appreciate an approachable knockout bourbon with finesse.

Puncher’s Chance Kentucky Straight Bourbon is a five- and six-year-old blend of fine whiskies, crafted from a 75 percent corn, 13 percent rye and 12 percent barley mash bill and proprietary yeast. The liquid coming off the all-copper column still is aged in American white oak barrels with a #4 alligator char in traditional wood rickhouses. Clocking in at 90 proof, the final whiskey strikes the nose with aromas of apricot and maple oatmeal.

“Our goal with Puncher’s Chance is to create perfectly balanced whiskies,” says Umberto Luchini, Founder of Wolf Spirit. “This means the flavors and aromas that comprise a memorable whiskey, such as sweet, spicy, fruity, floral or savory, sing in resolute harmony, with none outshining another. Puncher’s Chance will explore how that is achieved as we release new expressions in the future, including extra aged/barrel finished and single barrel offerings in 2022.”

On the palate, this new-to-market American Whiskey entry leads with caramel, spicy, slightly sweet, and creamy vanilla notes. On the back end, the bourbon shows complex oaky sweetness alongside orange, dark chocolate, leather, and baking spices. The finish is long with sweet maple and sugar notes.

The brand name “Puncher’s Chance” is a boxing reference, denoting that almost anyone can deliver a knockout punch, no matter what the odds... particularly if that punch is delivered with perfect balance.

Puncher’s Chance comes housed in a jet-black, screen-printed bottle with a gentle fade at the bottom to reveal the amber liquid within. The brand’s tiger mascot, a common symbol in boxing and MMA fighting, prowls the label. Bruce Buffer (IG: @BruceBufferUFC), the “Voice of Mixed Martial Arts,” serves as a partner in Puncher’s Chance – introducing his more than one million fans to this fine whiskey.

Exceptional as a sipper, Puncher’s Chance also brings perfect balance to a well-crafted Manhattan, Old Fashioned or Boulevardier.

The brand may be purchased in California, Florida, Kentucky, Colorado, Oklahoma and New Mexico (Southern Glazer’s); New York, Tennessee and Georgia (Empire); Massachusetts and Rhode Island (Atlantic Beverage); Missouri (Major Brands); Connecticut (Murphy); and Wisconsin (Badger/Frank), and through the Puncher’s Chance website.

Find Puncher’s Chance online at www.puncherschancebourbon.com and on social media Instagram and Facebook @puncherschancebourbon.

About Puncher’s Chance The D12tance

Finished in California Cabernet Sauvignon Barrels in January 2022.  The D12TANCE is a Straight Tennessee Bourbon. Aged for 12 years in traditional stone and wood rickhouses and finished in California Cabernet Sauvignon barrels, The D12TANCE is now available at fine spirits retailers at $120 SRP for a 750 ml.

Just 70 barrels of The D12TANCE, sourced from the IJW Whiskey Company in Louisville, Kentucky, were born from a mash bill of 84 percent corn, eight percent malt, eight percent rye and a proprietary yeast strain. With a complex aroma of vanilla, dark cherry fruit and toasted oak, this Tennessee Bourbon yields incredible flavor. At a respectable 96 proof, the warm hint of caramel and vanilla hits the palate first. As the proof gently fades, the tongue picks up a long, fruity finish reminiscent of the French Oak wine barrels in which the liquid rested for two months.

The D12TANCE is the second release from Puncher’s Chance – a new American Whiskey entry from Wolf Spirit, out of Eugene, Oregon, and comes on the heels of the fall 2020 release of the company’s foray into aged dark spirits with the release of Puncher’s Chance Kentucky Straight Bourbon. The brand name of Puncher’s Chance itself is a boxing reference, denoting that almost anyone is possible of a knockout punch, no matter what the odds. Naming our latest aged spirit entry The D12TANCE is a double entendre – referring both to the age of the liquid and the 12 official rounds in a formal boxing match.

Says Umberto Luchini, Founder of Wolf Spirit, “As a relative newcomer to the whiskey category, Wolf Spirit knew the liquid for Puncher’s Chance The D12TANCE needed to pack a punch (pun intended) if we wanted to make our mark, which is why we partnered with the talented team at IJW.”

“With The D12TANCE, we are finishing a 12-year-old Bourbon in wine casks, which is quite unique, as you usually see much younger whiskies receiving this treatment. This was critical to us because we didn’t want the fine Bourbon overpowered by the wine barrel finishing. Our goal was to use the finishing to coax more of the existing characteristics out of the whiskey,” Luchini continues.

The D12TANCE comes housed in the traditional Puncher’s Chance jet-black bottle with a gentle fade at the bottom to reveal the amber liquid within. The Puncher’s Chance tiger, a common symbol in boxing and MMA fighting, again graces the label, but this time in striking gold leaf making it easily identifiable on the backbar.

The D12TANCE is best served neat or on the rocks to truly experience the subtle effects the finishing has on this perfectly-balanced and nuanced liquid.

With only 2,000 cases produced for the U.S. market, The D12TANCE may be purchased in California, Florida, Kentucky, Colorado, Oklahoma and New Mexico (Southern Glazer’s); New York, Tennessee and Georgia (Empire); Massachusetts and Rhode Island (Atlantic Beverage); Missouri (Major Brands); Connecticut (Murphy); and Wisconsin (Badger/Frank).

About Wolf Spirit

Perhaps the only liquor company in the world founded in an old laundromat (Nanny’s Wash & Dry, to be exact), Wolf Spirit is a true Eugene, Oregon original, producing fine, handcrafted products that capture the pioneering spirit of the American northwest. Founded by Campari Group veteran Umberto Luchini and helmed by longtime spirits industry expert Bradd Levitan, Wolf Spirit embodies the traits of its namesake. Guided by instinct and fueled by a hunger for brands with authentic stories, Wolf Spirit is building a pack of unique products with courageously bold identities that come together with purpose. Our premium brands include Puncher’s Chance® Kentucky Straight Bourbon, Tom of Finland® Organic Vodka, Blood x Sweat x Tears® Vodka and Bosscal Mezcal. Launched in 2017, Wolf Spirit’s products are now available in more than 35 states across the US with a keen focus on national and regional on- and off-premise chains. Find out more at https://wolfspiritdistillery.com/.

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