There was a time frame that I think Jack Daniels didn't feel that they needed to have age or proof in the fight. I think the world changed and you have a much smarter consumer now and there's certain expectations. So it's like unless you're going to write that consumer off and all the bourbon groups, they're going to pursue these things. You guys know it as well. They want high proofs. They want age statements where they can get them. And, you know,

if we're not willing to do that, we're just kind of writing off very important consumer.

This is Urban Pursuit, the official podcast of Bourbon, bringing to you the best in news, reviews, and interviews with people making the bourbon whiskey industry happen.

And I'm one of your hosts, Kenny Coleman.

Where do you go when you're on top?

Well, that can be said for elite quarterbacks or even CEOs of top 20 global

companies. But if you're the master distiller for the largest whiskey brand on planet Earth,

what could you want to possibly do next? Well, we get to answer that today as we're honored to

have Jeff Arnett back on the show. He was a prior guest back on episode 150 when he carried

the title of Master Distiller for, you guessed it, Jack Daniels. And since then, he's gone into a new

venture and is now testing his grit in the startup life as a partner with company distilling.

We talk about the feelings he had when he left and what sort of vision he set for himself with this new role.

We also get into the business a bit further, talking about distribution and more, but I don't want to spoil that because he shares a lot of great insights.

But with that, enjoy this week's episode, and now here's Fred Minnick with Above the Char.

I'm Fred Minnick, and this is Above the Char.

This week's idea comes from Steve, good old Steve, who writes me on Fredminic.com.

Morning, Fred, for Above the Char, I was wondering if a steady diet of high-proof bourbon, barrel-proof whiskeys alters or even

ruins the palate for standard lower-proof whiskeys. What say you? Well, Steve, I think this

comes back to what a person likes. What I have found is that barrel-proof products change the perception of the people who

like barrel-proof. So, like, if someone gradually gets into barrel-proof, it changes a perception

as to what is good bourbon for a couple of reasons. One, the people who put out barrel-proof products are typically putting their best barrels in there,

and they're not cutting it with water.

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