You know, now, Bill Samuels Jr. was used to go into events and meeting his consumer, and they loved him. It was a love fest. So from Bill's perspective, anecdotically, there was just the sea of admirers and loyalists. We go do this study, and I was the one that had to stand in a meeting and tell him that his best drinker, on average, drank more

Jack Daniels than Maker's Mark. He about threw me out of the room.

This is Bourbon 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.

Understanding how the bourbon geek thinks, it's been something that has dumped out it and perplexed us for years.

We talk about all the time on roundtables and different episodes,

where we try to guess why consumers purchase in various and certain ways.

And for the longest time, you all have asked us,

why don't you get somebody on the show that can talk about the psychology of a bourbon drinker?

Well, ask and you shall receive.

In this very special episode, Jim White, who's the founder and president of Reality Check Consulting,

who also has a background in urban advertising and psychology, joins the show to talk about

how people think and how brands can develop a story.

This episode will dive into the psychology of scarcity, pricing, limited additions, repeat purchases,

and just so much more.

And during different segments, you're going to come away realizing a reason why you chase

and hunt bottles as well.

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 Tom Wazanuski,

and I hope I got that right, who writes me on Fredminic.com. For your Above the Char segment,

don't know if you've answered this before. I have a question about the

bottle and bond regulation and enforcement. Does the government place a revenue in each distilling

...