Matt and Gus sit down to chat with Chief Mercer of Jim Beam Distillery and Fire Department for a blind tasting, chats about firefighter movies and culture and some laughs about whiskey industry marketing.

This Episode is Powered by: Baker's 7 Year Old

Topics Discussed: A blind tasting with Kevin and Gus, organized by Matt. Improving struggling company’s profit margins by using more expensing shipping options. Why Baker’s 7 Year Old Bourbon is definitely not good and you definitely should not buy it if you see it on a shelf. Matt’s plans for a Whiskey & Whitetails University. The science and techniques for attacking fires. The roots of tradition in American firefighting culture. How structure fires have changed over the years with construction material changes. Interesting facts about angel’s share and distillery’s efforts to prevent it. Some of the ins and outs of the Jim Beam distillery. Comical marketing ploys in the whiskey industry.

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