Zach Johnston has lived an extraordinary journey through the spirits world—from Dublin pubs during Jameson's return to Bow Street, to high-end cocktail bars in Berlin, to the pages of Uproxx as their whiskey authority, and now as Chief Brand Officer at Blackwood Distilling.

In this conversation, Zach breaks down what 20+ years abroad taught him about American whiskey's perception internationally (spoiler: they think Maker's Mark is luxury), why Blackwood chose to "create their own 5%" rather than fight for scraps from the big players, and how their unique toasted barrel process captures the nostalgic flavor profile of 1950s-era bourbon.

We dive deep into the economics of barrel sourcing in 2025, why the current "glut" is actually opportunity, and Zach's counterintuitive take on who should be selling your whiskey (hint: it's not Instagram).

Spirits Discussed: Blackwood Toasted 105 Bourbon & Rye, Blackwood Barrel Strength expressions, vintage Old Fitzgerald, Old Granddad, Wild Turkey, Lagavulin 16

Guest: Zach Johnston, Chief Brand Officer & International Sales, Blackwood Distilling | @ztpwhiskey

Links: bourbonoutfitter.com | Justin's House of Bourbon | embellishpod.com

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.embellishpod.com