Drew Hannush of Whiskey Lore isn’t a typical whiskey podcaster.
Friends and listeners often ask me what sets Drew apart in a crowded field of whiskey personalities. From my perspective, Drew’s real mark of difference is that he’s a myth-buster, a storyteller, and a travel guide. He is not content with repeating well-worn tales, letting nostalgia cloud history, or staying between the lines. His act of rebellion is the simple pursuit of the actual story.
Disrupting Whiskey Myths
During our conversation, Drew shared how he began questioning classic whiskey stories.
Every whiskey lover has heard the same stories repeated at bars, tastings, and distillery tours: bourbon can only come from Kentucky, Jack Daniels invented Tennessee whiskey, and limestone-filtered water is the best.
Drew clarified that while Kentucky is famed for bourbon, it isn’t a requirement. Bourbon can be made anywhere in the U.S. The myth persists due to Kentucky’s historical dominance, but Drew’s travels revealed strong bourbon traditions in New York, Pennsylvania, Vermont, and Arizona.
Another oft-repeated myth is that limestone-filtered water is the secret to great whiskey. However, Drew notes that many distilleries use reverse osmosis water or other treatments. Kentucky’s historical advantage, while real, is often exaggerated. Many craft producers elsewhere use local wells or different processes with excellent results.
Drew, like many, started as a curious outsider. But unlike most, he brought a journalist’s skepticism and an historian’s curiosity to the table, or bar. Visiting distilleries, talking with their owners, and doing hands-on research showed him an industry in which stories sometimes diverge depending on who’s telling them.
The abundance of conflicting stories sparked Drew to dig deeper. His willingness to question “truths” led him to wonder: what if most of what we accept as whiskey gospel needs an update?
Human Connections Over Hype
As the founder of Whiskey Shenanigans and someone with a background in financial services, I appreciated Drew’s emphasis on relationships.
Drew’s approach to whiskey is based on storytelling and personal connection. He is passionate about the people, places, and stories behind each spirit, and that’s what drives his research and travel.
Drew noted that much of the established history of whiskey, whether in Kentucky, Tennessee, or beyond, often comes from oral tradition rather than documented fact.
He finds meaning in meeting the people who make and enjoy whiskey; he has currently visited more than 400 distilleries and craftspeople.
Armed with a travel writer’s notebook and a web developer’s mind for detail, Drew put aside the typical influencer’s modus operandi. I see him as a sleuth for accuracy, chasing primary sources from courthouse records and oral histories, interviewing personalities, and exposing gaps and inconsistencies in America’s whiskey folklore.
In other words, separating fact from fiction.
Not Just Kentucky
Where others treat Kentucky as the “Mecca” of bourbon, Drew champions the often-overlooked micro-distilleries across America.
We agreed that some of the most enjoyable whiskey moments happen far from tourist hotspots. Small craft distilleries, local bars, and family-run operations often have stories and techniques whiskey enthusiasts won’t find in major marketing campaigns.
Drew’s “Experiencing American Whiskey” project mapped out more than a thousand craft and independent distilleries in every state. His trips are about discovering local cultures, exploring lesser-known methods, and bringing adventure to tasting and learning experiences.
Drew takes a methodical approach to travel and travel writing. He keeps detailed handwritten notes and researches local laws and customs. He takes the time to highlight what makes each area, producer, and practice unique.
Drew’s travels revealed that there’s no single path to making great whiskey. He encourages whiskey enthusiasts to explore outside their comfort zones and appreciate the work of producers from every part of the United States.
The Sensory Experience of Whiskey Tours
One part of my conversation with Drew that stood out was his perspective on distillery tours and tastings.
He pointed out that while guided tours and warehouse tastings are invaluable for connecting with the spirits and the people, the sensory environment can sometimes affect perception. Drew explained that when you’re in a warehouse surrounded by the smell of aging whiskey, it can dull your ability to detect subtle aromas during the tasting itself.
He shared an example from a tour in Scotland, where someone said the whiskey tasted different at the distillery than at home. Despite these aromatic differences, Drew emphasized the importance of these experiences for understanding whiskey in full context.
This insight reminded me how whiskey appreciation is a mix of art, science, environment, and story. All of which Drew details in his podcasts and writings.
Five Questions with Drew Hannush of Whiskey Lore
1. What inspired your journey into whiskey history?
I’ve always loved stories, and visiting distilleries made me realize there was so much that wasn’t being told. The conflicting tales I heard on tours pushed me to dig deeper and find the real roots behind America’s whiskey lore.
2. How do you choose which distilleries to visit?
I look for places with unique histories or approaches—often small, local ones off the typical tourist trail. I want to highlight the diversity of American whiskey and tell stories that haven’t yet been celebrated.
3. What’s your research process like for a new book?
I start by collecting oral histories and industry lore, then I verify everything with archival research. It’s a lot of courthouse digging, interviewing locals, and assembling details that challenge or confirm what’s commonly accepted in whiskey circles.
4. What do you wish more whiskey fans knew?
That whiskey is more than brands and collectors. Whiskey, to me, is about the people, places, and traditions behind every bottle. There’s no single “right way” to appreciate whiskey, and there’s incredible richness outside of Kentucky.
5. Any favorite moment from your travels?
Meeting distillers who share personal stories about their craft always stands out. Once, a small-town producer took me through their whole process and family history, showing how whiskey connects generations.
Crafting Whiskey Travel Guides
During our chat, Drew talked about how he turned his years of travel and research into practical whiskey books. His books highlight the overlooked ingenuity and diversity of America’s whiskey landscape.
He explained that attending a podcast convention led to him to create a comprehensive travel guide.
He described writing much of his first book about Kentucky bourbon in Montana. The long prairie to mountain drives gave him time to brainstorm the book’s organization and chapters. Technology also played a crucial role—small recorders and digital tools enabled him to capture ideas on the go, organize notes, and track hundreds of distilleries.
Drew took the publishing process into his own hands using Amazon and Ingram’s self-publishing platforms. He bypassed traditional publishing gatekeepers.
His book, The Lost History of Tennessee Whiskey, sought to break assumptions by tracing whiskey’s complex 250-year story which predates Jack Daniel’s by centuries.
Whiskey Lore: Volume One: Bourbon, Scotch, Irish Whiskey: The Real Stories Behind the Biggest Myths and Legends is his most popular book.
His most recent travel guide, now in its second edition, Experiencing Kentucky Bourbon, serves as a corrective to the old, limiting view that assumed bourbon comes only from Kentucky or Tennessee.
The Last Call: Breaking the Rules with Drew Hannush
Interviewing Drew Hannush reinforced for me the value of going beyond the surface to appreciate and seek out the whole story. Drew’s work is about connecting with people, careful research, and broadening the horizons of whiskey lovers everywhere.
Drew’s unique perspective can help guide your tour through American whiskey culture. For anyone curious about expanding their whiskey horizons, Drew’s work may offer practical guidance. Get the lowdown on whiskey lore on his website, Instagram, and X.
See whiskeyshenanigans.com for our full podcast with Drew. For more conversations with fascinating people in the whiskey world, check us out on Instagram @whiskeyshaniganspodcast