Key IN the Lake
On any given day there is no shortage of good whiskey in a liquor store, snobbery aside there is literally something for anyone and everyone no matter the spot. Like a liquor store, there is no shortage of good whiskey podcasts on the internet. We have many favorites, Bourbon Lens, Bourbon Pursuit, Birdies and Bourbon, Bourbon with Friends, Film Whiskey, the now defunct Boos & Bourbon, so so so many others unmentioned. More often than not, the focus on the bourbon part of these well made shows is conversations about bourbon from the consumer perspective, what’s hot, what’s good, what isn’t, interviews with brand ambassadors, distillers, blenders, etc.. Many of them do a wonderful job, offering deep insights into the world of whiskey that we all love.
One podcast stands out that gives a different point of view. It’s a POV that has long been missed by the netizens of the whiskey world. Key in the Lake provides a look at the world of spirits from the front lines of the industry that are seldom seen or heard from- brand ambassadors, market managers, and sales people. They talk extensively about the work, struggles, marketing, relationships, and the behind the scenes details of whiskey that we the consumers don’t know. Their conversational manner invites the listener in not as an outsider, but as a welcome guest, freely sharing their perspectives in a way that doesn’t create a barrier between us, but just opens another window for us to look into. If you’ve ever been interested in joining the industry in one of these roles, you must listen in, it’s better than anything glassdoor or LinkedIn could ever provide.
During the zombie virus wars of 2020, we had a lot of time on our hands, and we ran out of podcast episodes to listen to, yeah, we caught up on all the Hardcore History with Dan Carlin and Vital Vegas, so we were looking for something new. Another, whiskey podcast? Gawd, there’s so many to choose from, do I really need another? Well, wait, there’s these guys up in Chicago that Chris is talking about, perhaps I should give it a listen. I looked them up, and listened to their most recent episode, and I was hooked right away.
What struck me immediately was how intimate and full of heart the show was. On first listen it seemed like a podcast format unlike any other, it was disjointed, meandering, and didn’t follow a coherent topic story line, but in time, what I discovered, was that it was like being a patron with time to kill, sitting at the bar after a grueling day at work slowly sipping on a well made cocktail and eavesdropping on a conversation from people in the industry that talked just loud enough to enable me to hear. I was captivated, when I most wanted to be at a bar and talking with others and couldn’t, the fellas made me feel as if I was. I loved the banter of Jake, Wilson, and later others (shout out to Brett), and their passion around the spirits industry, not just as consumers, but as ambassadors on the job. They embraced what was happening at the time of turmoil, and their voices spoke to what we were all feeling- fear, frustration, hope, disappointment.
When these guys send out kits, they send out kits. The brands they represent have also been featured on Sunday Night Fights.
When they pivoted to a heavy online presence, it soothed us and gave us purpose, they kept our interest in the industry at a sky high level, providing a most pleasant distraction from a very harsh reality. They hosted tastings that are still some of the best facilitated events that I’ve been apart of. They did instagram lives, hung out at all hours of the night, chatting, and doing the work. I’d say they were the hardest working folks in the business, I mean, who has a full time job, and has time to do a podcast and talk endlessly with whiskey stans? Crazy people!
Their cast of guests has gone far beyond the typical master distillers (although there are some like Nick from Dancing Goat, who is in fact a wild man and a national treasure) and have featured among others- blenders, bartenders, bar owners, restaurant owners, other brand reps, sales people and 0nline personalities. I believe this podcast belongs in any whiskey fans library of shows to listen to as it offers a compelling perspective and rounds out the spirits experience. The level of emotional intelligence in the show over the course of many hours of episodes is without equal in the field. It’s 2 parts reality, 2 parts heart, 2 parts knowledge, 2 parts belonging, the perfect cocktail in my book.
Check them out here
Full disclosure, we make an appearance in episode 190.
- Mickey Pinstripe