Part 8/17:
He suggests that many bottles of bourbon come with “a story,” often colorful or fabricated—highlighting the playful nature of bourbon folklore. When stories aren’t factual, they become “horse shit,” and perhaps that’s the name of a bourbon someday—Horseshit. He humorously pitches a parody bourbon brand with that name, promising it’s “unbelievably smooth” and a hilarious nod to how marketing and storytelling blend in the bourbon industry.