A spirit as bold as cask strength bourbon deserves a story to match. It’s an uncut, unfiltered expression of whiskey that defies convention—much like the trailblazing woman our brand is named for, Mary Dowling. This powerful spirit, bottled directly from the barrel, carries all the concentrated flavors developed during its time in the wood. But its high proof can feel daunting if you’re not used to it. Learning how to drink cask strength bourbon is about more than just technique; it’s about connecting with the most authentic version of the distiller’s craft. This guide will walk you through the process, helping you get past the initial heat to discover the rich, complex character that makes these whiskeys so exceptional.
Key Takeaways
- Tame the Heat to Reveal the Flavor: Cask strength bourbon’s high proof is best managed with a few simple techniques. Let the spirit rest in a tulip-shaped glass and take a small initial sip to acclimate your palate, allowing the rich, underlying flavors to shine through.
- Use Water as a Tool for Discovery: Adding a few drops of quality water is a pro technique, not a taboo. It lowers the alcohol’s intensity, opening up the bourbon’s complex aromas and allowing you to tailor each sip to your personal preference.
- Develop Your Palate Through Comparison: The best way to learn what you like is to taste whiskeys side-by-side. This practice helps you pinpoint specific differences in aroma and flavor, build your tasting vocabulary, and confidently curate a collection you love.
What is Cask Strength Bourbon?
If you’ve ever wanted to taste bourbon in its purest form, cask strength is your answer. Often called “barrel proof,” this is whiskey bottled directly from the barrel, completely uncut and unaltered. Unlike most standard bourbons, which are diluted with water to a lower, more consistent proof before bottling, cask strength bourbon gives you the full, unadulterated experience of what was aging in the wood. It’s the whiskey exactly as the master distiller intended it to be.
Because it isn’t watered down, cask strength bourbon has a much higher alcohol content, typically ranging from 110 to 140 proof (55% to 70% ABV) or even higher. This intensity can seem intimidating at first, but it’s also the source of its incredibly rich and complex character. Think of it as the most authentic expression of a whiskey, carrying all the concentrated flavors developed during its time in the barrel. It’s a bold and powerful spirit, much like the trailblazing woman our brand is named for, Mary Dowling. Exploring cask strength is a fantastic way to deepen your appreciation for the craft of whiskey making.
Proof vs. ABV: What’s the Difference?
When you look at a bourbon label, you’ll see either “proof” or “ABV” (Alcohol by Volume), or sometimes both. It’s easy to get them mixed up, but the relationship between them is actually very simple. In the United States, proof is exactly double the ABV. So, a bourbon with a 50% ABV is 100 proof. One with a 60% ABV is 120 proof.
This system is a historical holdover, but it’s a straightforward piece of information that tells you the spirit’s strength. Knowing this quick conversion helps you instantly understand what’s in the bottle. When you see a cask strength bourbon labeled at 125 proof, you know you’re holding a spirit that is a potent 62.5% alcohol by volume, giving you a clear idea of the intensity to expect.
Cask Strength vs. Standard Bourbon
The main difference between cask strength and standard bourbon comes down to one ingredient: water. After bourbon ages in the barrel, most distilleries add a specific amount of water to bring the spirit down to a consistent proof, usually somewhere between 80 and 100. This makes the product uniform from batch to batch and more approachable for a wider audience.
Cask strength bourbon skips this dilution step entirely. It’s bottled at whatever proof it naturally came out of the barrel. This means the proof can vary from one barrel to the next, reflecting the unique conditions of its aging process. The absence of extra water allows cask strength bourbon to retain its full, robust flavor profile. While standard bourbon is smooth and balanced, cask strength offers a more intense and complex tasting journey, showcasing the deep, unaltered character of our whiskeys.
Debunking High-Proof Myths
The high proof on a cask strength bottle can be a little daunting, and it’s surrounded by a few common myths. The biggest one is that it will be harsh and only taste of alcohol. While poorly made high-proof spirits can certainly burn, a quality cask strength bourbon delivers a pleasant, radiating warmth, not a sharp sting. The higher alcohol content actually carries more flavor compounds, resulting in a richer taste.
Another myth is that you have to love it right away. Your palate might need a little time to adjust to the intensity. One of the best tips for drinking high-proof bourbons is to give it a few tries over several days before making up your mind. Don’t feel pressured to drink it neat, either. Adding a few drops of water is a common practice among experts to open up the aromas and soften the heat, allowing you to find the perfect balance for your taste.
Your Cask Strength Tasting Toolkit
Before you even pour your first drop, let’s talk about setting yourself up for success. Approaching a cask strength bourbon with the right tools and mindset can completely transform your experience. This isn’t about being pretentious; it’s about giving a meticulously crafted spirit the attention it deserves so you can appreciate every complex layer. Think of it like preparing a great meal—you wouldn’t chop vegetables with a butter knife. The right setup allows the bourbon to show you everything it has to offer.
With just a few simple adjustments, you can create a tasting environment that highlights the rich character of a high-proof whiskey. From the glass you choose to the temperature of the room, each element plays a part in the story the bourbon tells. Getting these details right will help you move past the initial intensity of the alcohol and discover the nuanced aromas and flavors hiding just beneath the surface. This toolkit is your foundation for tasting with confidence and truly enjoying the art of cask strength bourbon.
Pick the Right Glass
If you’ve been drinking your whiskey from a standard rocks glass, this one small change will make a world of difference. When it comes to enjoying cask strength bourbon, the glass you choose can significantly enhance your tasting experience. Opt for a Glencairn, Copita, or any small, tulip-shaped glass. The curved bowl and narrow rim are specifically designed to capture and concentrate the bourbon’s aromas, directing them straight to your nose. Since so much of what we perceive as taste is actually smell, this simple swap is one of the most effective ways to get a better read on your whiskey.
The Role of Temperature
Patience is a virtue, especially with high-proof spirits. After you pour your bourbon, let it sit in the glass for a few minutes before you take a sip. A good rule of thumb is to wait one minute for every year the whiskey was aged, but giving it about 10 minutes is usually enough time. This resting period allows the bourbon to acclimate to the room temperature and lets some of the more aggressive alcohol vapors dissipate. As the spirit breathes, the more delicate and complex aromas have a chance to open up, giving you a much richer and more approachable first impression.
Set the Scene for Your Tasting
Creating the right environment is key. Find a comfortable spot where you can focus without too many distractions or competing smells, like food or scented candles. When you’re ready to taste, take a small initial sip. This helps acclimate your palate to the high proof without overwhelming it. Remember, enjoying cask strength whiskey is a skill that develops with practice and patience. It’s a personal journey to find what you enjoy most and to learn how the proof level influences the incredible spectrum of flavors waiting in your glass.
How to Taste Cask Strength Bourbon
Tasting a cask strength bourbon is an incredible experience. It offers a direct line to the bold, unfiltered flavors developed in the barrel, giving you a taste of the whiskey in its purest form. Because it hasn’t been diluted with water before bottling, its character is potent and undiluted—a true expression of the distiller’s craft. But let’s be honest—that high proof can feel a little intimidating if you’re not used to it. The good news is that you don’t need to be a seasoned expert to enjoy it. With a few simple techniques, you can approach any high-proof whiskey with confidence and fully appreciate its complexity.
The whole process is about slowing down, paying attention, and savoring the spirit just as the distiller intended. It’s a rewarding way to connect with the craft and character of what’s in your glass. Think of it less as a challenge and more as an invitation to discover the rich, nuanced story each bottle has to tell. These steps will help you get past the initial heat and tune into the symphony of flavors waiting for you. It’s all about giving your palate a chance to adjust so you can appreciate the depth that makes these spirits so sought-after.
Let Your Bourbon Breathe
Patience is the first tool in your tasting toolkit. After you pour a cask strength bourbon, give it a moment to rest in the glass before you take a sip. High-proof spirits need a little time to open up and settle down. A general guideline is to let it sit for about 10 minutes, which is usually enough time to calm the initial, potent alcohol aroma. This simple pause allows the more volatile compounds to evaporate, making way for the bourbon’s nuanced and layered scents to come forward. You’ll be rewarded with a much more approachable and aromatic tasting experience.
Master the First Sip
When you’re ready for that first taste, think small. The goal isn’t to take a big gulp but to gently introduce the high-proof spirit to your senses. Take a tiny sip, much smaller than you would with a standard-proof bourbon. This simple step prevents the high alcohol content from overwhelming your palate. Let the liquid coat your tongue for a moment before you swallow. This initial introduction helps you acclimate to the proof and allows you to taste the flavors instead of just feeling the heat. It’s a small adjustment that makes a huge difference in your ability to appreciate the whiskey’s character.
Build Your Tasting Palate
Don’t feel discouraged if a cask strength bourbon feels too intense on the first try. Your palate, just like any other muscle, needs time to adjust and build strength. It can take a few tasting sessions over several days for your mouth and brain to get used to the higher proof. Think of it as a conversation you’re having with the bourbon—it might take a few tries to understand what it’s saying. Be patient with yourself and the process. Each time you revisit the whiskey, you’ll likely notice something new as your palate becomes more accustomed to the intensity.
Discover Key Flavor Notes
Once you move past the initial warmth, you can start identifying the incredible layers of flavor that make cask strength bourbon so special. Bourbon is famous for its signature sweet notes, so begin by looking for hints of vanilla, rich caramel, and warm butterscotch, often followed by a touch of spice. A great bourbon offers a profile full of sweetness and complexity, hitting those familiar high notes before revealing deeper flavors of oak, leather, or dark fruit. Start by trying to name these primary tastes—it’s the first step to mapping out the unique profile of your whiskey.
Why (and How) to Add Water to Your Bourbon
The idea of adding water to a premium bourbon might feel like a taboo, but it’s one of the best-kept secrets among seasoned whiskey drinkers. It’s not about diluting the spirit; it’s about opening it up. A few drops of water can chemically alter the bourbon in your glass, softening the alcohol’s intensity and allowing more subtle, complex aromas and flavors to come forward. Think of it as pulling back a curtain to reveal a more detailed view. For a spirit as bold and nuanced as one of our whiskeys, this simple step can transform your tasting experience from great to exceptional, letting you appreciate every layer of its character.
The Magic of a Few Drops
So, what’s happening in the glass? When you add water, you lower the alcohol-by-volume (ABV), which changes how the flavor compounds interact. High-proof alcohol can sometimes numb your taste buds and mask the delicate notes crafted during distillation and aging. Adding water can change the flavors, making certain notes more noticeable. Suddenly, a bourbon that was intensely spicy might reveal hints of vanilla, dried fruit, or toasted oak that were hiding behind the heat. It’s a simple action that coaxes out the bourbon’s hidden personality, giving you a fuller, more aromatic experience.
Find Your Perfect Water-to-Whiskey Ratio
There’s no magic formula here—the right amount of water is entirely up to you. The key is to start small and go slow. Begin by tasting the bourbon neat to get a baseline. Then, add a single drop of water, swirl the glass gently, and taste it again. A whiskey dropper or a simple drinking straw makes it easy to control the amount. Keep adding one drop at a time until the bourbon hits that perfect spot for your palate, where the alcohol is present but not overwhelming. This method lets you tailor the bourbon to your preference, ensuring you can enjoy its complex flavors without the burn.
Does Water Quality Really Matter?
In a word, yes. You’ve chosen a meticulously crafted bourbon, so the water you add should be just as considered. Tap water often contains chlorine and other minerals that can introduce unwanted flavors and interfere with the bourbon’s true profile. To ensure you’re only enhancing the spirit, not altering it, it’s best to use pure or spring water. Filtered water from your fridge or a simple bottle of spring water will do the trick perfectly. This small detail ensures that the new, subtle flavors you’re uncovering are coming from the bourbon itself, not from your faucet.
Experiment to Find Your Sweet Spot
Finding your ideal water-to-whiskey ratio is a personal journey of discovery. It takes a bit of practice and patience, but that exploration is part of the fun. Each bourbon is different, and your own palate can change over time. Don’t be afraid to play around. Try one bourbon neat, then with a few drops, and maybe a few more. Take note of how the aroma and taste evolve with each addition. Learning how the alcohol level affects the flavors is how you develop your palate and deepen your appreciation for the spirit. It’s a process of refinement, much like the one Mary Dowling herself perfected.
Refine Your Palate Like a Pro
Tasting bourbon like an expert isn’t some innate talent reserved for a select few. It’s a skill, and like any other, it gets better with practice. Refining your palate is simply about paying closer attention and learning what to look for. It’s about slowing down to appreciate the incredible craftsmanship that goes into every bottle, from the mash bill to the final moments in the barrel. Think of it as a journey of discovery. The more you taste with intention, the more you’ll be able to pinpoint the subtle complexities and nuances that make each whiskey unique.
Developing your palate allows you to connect more deeply with the spirit and the story behind it. When you can identify the rich caramel, the hint of toasted oak, or the whisper of spice, you’re not just drinking bourbon—you’re experiencing the result of years of patience and expertise. It’s a way to honor the legacy of distillers like Mary Dowling, who defied convention to create something truly exceptional. As you learn to recognize different flavors, you’ll also figure out exactly what you love in a bourbon, making it easier to find your next favorite bottle. Our collection of award-winning whiskeys is the perfect place to start your exploration.
Map Out Flavor Profiles
To start identifying what you’re tasting, it helps to have a mental map of common bourbon flavors. Most notes fall into a few key categories: sweet, spicy, fruity, oaky, and grainy. Bourbon often presents a delightful array of tasting notes, including sweet hints of vanilla, caramel, and butterscotch. Beyond the sweetness, it can also exhibit spiciness with notes of cinnamon and nutmeg. Don’t feel pressured to find dozens of obscure flavors at once. Instead, start by trying to pick out just one from each category. Is the sweetness more like honey or brown sugar? Is the spice sharp like black pepper or warm like baking spices? A bourbon flavor wheel can be a great visual guide to help you put a name to what you’re tasting.
Take Notes You’ll Actually Use
Jotting down your thoughts is one of the best ways to track your progress and remember what you liked (or didn’t). But your notes don’t need to be formal. The goal is to create a log that’s useful to you. A great way to start is by sampling multiple varieties side by side, which allows you to “pull out some distinctions” between them. Pour a small amount of two different bourbons and note the differences in color, aroma, and taste. Instead of just writing “sweet,” get specific. Does it remind you of a dessert you love? Maybe the finish has a spice that reminds you of a favorite recipe. The more personal and descriptive your notes are, the more they’ll help you recall the experience later.
Train Your Palate Over Time
Patience is your best friend when it comes to palate training. You won’t become a master taster overnight, and that’s completely okay. The key is consistent, mindful tasting. Start with bourbons that have more pronounced flavor profiles, as this will help you build a strong foundation for recognizing core notes. As you get more comfortable, you can move on to more complex and subtle spirits. Make it a habit to really focus on the first few sips of any whiskey you drink. Give it your full attention, and try to identify one or two specific aromas or tastes. This gradual process of discovery is part of the fun, a journey that mirrors the resilience and dedication found in Mary’s story.
Identify Those Complex Notes
Once you’ve got a handle on the primary flavors, you can start listening for the quieter, more complex notes. Many bourbons are known for their sweetness, but they can also surprise you with layers of spicy notes of cinnamon and nutmeg. To find them, pay attention to how the flavor evolves from the moment it hits your tongue to the lingering finish. The initial taste might be all caramel and vanilla, but as it sits on your palate, you might notice hints of leather, tobacco, or dark fruit emerge. The finish might leave you with a warm, peppery spice. Challenge yourself to find one new note each time you taste a familiar bourbon. It’s a fantastic way to deepen your appreciation for the spirit’s intricate character.
How to Store and Serve Your Bourbon
Once you’ve brought home a special bottle, you want to make sure every pour is as good as the first. Proper storage and serving are key to protecting the complex character of your bourbon. It’s not complicated, but a few simple practices can make a world of difference in your tasting experience. Think of it as honoring the craft that went into the bottle by giving it the care it deserves. From temperature to food pairings, these tips will help you savor every drop.
Store Your Bottles the Right Way
Your bourbon collection is an investment, so let’s treat it right. The two biggest enemies of good whiskey are sunlight and big temperature swings. Find a cool, dark place for your bottles, like a cabinet or pantry, where the temperature stays consistent—ideally between 60 and 70 degrees Fahrenheit. This stability helps preserve the bourbon’s delicate flavor profile. Most importantly, always store your bottles upright. Storing them on their side can cause the high-proof spirit to eat away at the cork over time, which can break it down and taint the whiskey inside.
Find the Ideal Serving Temperature
While you might be tempted to chill your bourbon, cask strength expressions are best served at room temperature. This allows the full spectrum of aromas and flavors to open up. When bourbon is too cold, its complex notes can become muted and flat. On the other hand, serving it too warm can make the alcohol feel more aggressive on the palate. A serving temperature between 60 and 70 degrees Fahrenheit is the sweet spot that lets the whiskey’s true character shine. It’s the perfect way to appreciate the meticulous craftsmanship in a spirit like Mary Dowling’s whiskeys.
Simple Food Pairing Ideas
Pairing food with cask strength bourbon doesn’t have to be intimidating. The key is to match the intensity of the spirit with equally bold flavors. The robust character of the bourbon is a perfect complement to rich foods like a grilled steak, smoked brisket, or savory aged cheeses like sharp cheddar or gouda. For something sweet, try pairing it with a piece of high-quality dark chocolate. The bitterness of the chocolate and the caramel or vanilla notes in the bourbon create a fantastic contrast that enhances both. Experiment with different combinations to see what you enjoy most.
Keep Your Opened Bottle Fresh
Once you’ve broken the seal, the clock starts ticking—but don’t worry, you have plenty of time. The main goal is to limit the bourbon’s exposure to oxygen, which can slowly flatten its flavor over months or years. Always make sure the cork or cap is sealed tightly after each pour. As you drink through the bottle and more air fills the empty space, the rate of oxidation increases. If you plan to savor a special bottle over a long period, consider decanting the remaining liquid into a smaller glass bottle to preserve its flavor and reduce the headspace.
How to Build Your Bourbon Collection
Building a bourbon collection is a personal journey, a way to curate flavors that tell a story—much like the one that inspired our own whiskeys. It’s not about amassing dusty bottles you never open; it’s about creating a library of experiences you can explore and share. The goal is to have a selection that reflects your taste and curiosity, with a few special bottles that push you to discover something new.
Think of your collection as a toolkit for your palate. Each bottle offers a different perspective on what bourbon can be, from the grain it starts with to the barrel it rests in. A great collection has variety, showcasing different mash bills, proofs, and finishes. It should include reliable daily sippers, impressive bottles for special occasions, and at least one that defies convention—a nod to trailblazers like Mary Dowling herself. As you grow your collection, you’ll start to see the connections between different styles and pinpoint the exact notes you love most.
Find Your First Few Bottles
When you’re just starting, the wall of bourbon at a liquor store can feel intimidating. The key is to begin with bottles that are both well-regarded and widely available. Look for foundational whiskeys that give you a solid introduction to the category. Options like Woodford Reserve Double Oaked, Jack Daniels Single Barrel Barrel Proof Rye, and Old Grandad 114 are popular for a reason—they provide a great baseline for understanding different flavor profiles. Once you have a few classics, add a bottle with a unique story to serve as a cornerstone for a collection built on character and craft.
Think About Value, Not Just Price
It’s easy to assume that the most expensive bottle is the best, but true value lies in the experience it delivers. Sometimes, investing just an additional $10 or $20 can dramatically change your tasting journey, offering a “pleasant warmth instead of a burn.” This is especially true with cask strength bourbons, where quality craftsmanship ensures the high proof is flavorful, not just fiery. Instead of chasing the highest price tag, focus on what you get for your money: a complex flavor profile, a unique finish, or a story that resonates with you. This approach helps you build a collection that is impressive for its quality, not just its cost.
Curate a Diverse Collection
A truly great collection is a well-rounded one. To appreciate the full spectrum of what bourbon offers, it’s helpful to include a variety of styles. Foundational bottles like Bookers, Old Forester Barrel Strength, Elijah Craig Barrel Proof, and Russell’s Reserve Single Barrel represent a fantastic range of tastes and strengths. These allow you to explore the nuances of different distilleries and mash bills. From there, you can branch out to more unique expressions. Adding a bourbon with an unconventional finish introduces new layers and makes your collection stand out, reflecting a spirit of innovation that honors Mary’s legacy.
Host Your Own Bourbon Tasting
Sharing a great bourbon with friends is one of life’s simple pleasures. Hosting a tasting is a fantastic way to explore different whiskeys side-by-side, and you don’t need to be a seasoned expert to lead one. The goal is simply to learn what you like and have a good time doing it. A little preparation is all it takes to create a memorable experience for you and your guests, turning a casual get-together into a guided discovery of flavor, aroma, and story. It’s a chance to slow down, savor the details, and connect over a shared appreciation for craftsmanship in a glass.
How to Set Up the Tasting
To let the bourbon truly shine, start with the right glassware. A Glencairn glass is your best friend here; its curved shape is specifically designed to concentrate the aromas and deliver the spirit perfectly to your palate. If you don’t have Glencairns, any tulip-shaped glass will do the trick. Set out a glass for each bourbon per guest, or have them rinse between pours. You’ll also want to provide a small pitcher of room-temperature water and droppers so everyone can experiment with dilution. A few plain crackers or breadsticks can serve as simple palate cleansers, ensuring each whiskey gets a fresh introduction. Keep the setup clean and uncluttered so the focus stays right where it belongs: on the bourbon.
Choose the Right Tasting Order
The sequence in which you taste your bourbons can make a big difference. A good rule of thumb is to arrange the flight from the lowest proof to the highest. This prevents a high-proof, cask strength spirit from overwhelming your palate right at the start, which would make it harder to appreciate the subtleties of the lighter whiskeys. You can also create a more dynamic experience by tasting different styles next to each other to highlight their unique characteristics. For example, you could compare a traditional bourbon against one with a unique finish, like our Mary Dowling Tequila Barrel, to really pinpoint how the finishing process shapes the final flavor. This approach helps everyone pull out distinctions and discover what they truly enjoy.
Add a Storytelling Element
Every great bourbon has a story, and sharing it adds a rich layer to any tasting. Before you pour, take a moment to introduce each bottle. Talk about the distillery, the mash bill, and any unique details about its creation. For a spirit like Mary Dowling, you can share the incredible tale of the “Mother of Bourbon” and her unwavering resilience. When you get to the tasting notes, encourage guests to describe what they smell and taste. Instead of just listing flavors, think of the profile as a symphony of sweetness and complexity, from the first notes of caramel and vanilla to a rich, lingering finish. This turns a simple tasting into a shared narrative experience, making it more engaging and memorable for everyone.
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Frequently Asked Questions
Is cask strength bourbon actually better than standard bourbon? “Better” is all about what you’re looking for in that moment. Cask strength isn’t inherently superior, but it does offer a more pure and intense tasting experience. Think of it as the most direct expression of the distiller’s craft, bottled straight from the barrel. Standard bourbon is crafted for consistency and a smoother profile, which is fantastic in its own right. Cask strength simply gives you the full, unaltered character of the whiskey, making it a great choice when you want to explore a spirit’s deepest complexities.
I find high-proof bourbon too harsh. How can I learn to enjoy it? This is a really common experience, so don’t feel discouraged. Your palate just needs a little time to adjust to the intensity. The key is to go slow. After you pour, let the bourbon rest in the glass for about ten minutes to allow the strong alcohol vapors to dissipate. When you take your first sip, make it a tiny one—just enough to coat your tongue. This helps acclimate your senses without the overwhelming heat. Over a few tasting sessions, you’ll find your palate gets more comfortable with the proof.
Do I really need a special glass to drink bourbon? While you can certainly enjoy bourbon from any glass, using a tulip-shaped glass like a Glencairn makes a huge difference, especially with cask strength varieties. It’s not about being fancy; it’s about function. The curved bowl and narrow rim are designed to capture and concentrate the bourbon’s aromas. Since so much of what we perceive as taste is actually smell, this simple swap helps you pick up on all the subtle notes that might get lost in a standard rocks glass.
How much water should I add, and will it ruin the whiskey? Adding water is a personal preference, and it definitely won’t ruin your bourbon—in fact, it’s a common practice among experts. The goal is to soften the alcohol’s edge just enough to let the underlying flavors shine. Start by tasting the bourbon neat. Then, add a single drop of room-temperature spring water, give the glass a gentle swirl, and taste it again. Keep adding one drop at a time until you find the perfect balance for your palate. There’s no magic formula; you’re just tailoring the spirit to your taste.
What’s the difference between ‘cask strength’ and ‘barrel proof’? In the world of American whiskey, these two terms are essentially interchangeable. Both “cask strength” and “barrel proof” mean that the bourbon was bottled at the exact proof it came out of the aging barrel, without any water added to dilute it. You can trust that either term on a label signifies you’re getting the whiskey in its most direct and unaltered form.
Justin Pakdaman is the Marketing Director for Mary Dowling Whiskey Co., where he leads brand storytelling, digital strategy, and consumer engagement. Justin has years of experience building premium spirits brands.