In this episode, Shawn Soole sits down with renowned drinks author and journalist Noah Rothbaum — a true heavyweight in cocktail culture and spirits storytelling. From deep dives into whiskey history to thoughtful reflections on the role of media in shaping how we drink, Noah delivers a conversation full of insight, perspective, and passion.
🧠 What You’ll Learn
• Noah’s journey: from writing culture and news to becoming one of the world’s most respected spirits writers and editors.
• Why whiskey — and cocktails — aren’t just drinks, but lenses into history, geography, culture, and community.
• Behind the scenes of his latest major work: how thorough research, curiosity, and storytelling combine to create reference-level content about spirits.
• The importance of context — understanding brands, origins, and narratives — when tasting or writing about spirits.
• Live Q&A: media, mentorship, the future of cocktail journalism, and what keeps Noah passionate about spirits and writing.
⏱ Estimated Timestamp Highlights
• 00:02:30 – Noah’s origins as a writer and how he found his footing in the spirits world
• 00:14:00 – What whiskey means: from label to history, and how narratives shape perception
• 00:28:00 – The craft of writing about drinks: research, context and responsibility in storytelling
• 00:42:00 – The role of media and writing in shaping cocktail and whiskey culture
• 00:58:00+ – Live Q&A: advice for writers, bartenders, and anyone curious about spirits — and where things go from here
🎯 Who It’s For
Bartenders, beverage directors, writers, bar-owners, and curious drinkers — anyone who believes a good drink deserves a good story. If you care about history, context, and giving spirits the respect they deserve, this episode is for you.
✅ If You Loved This Episode
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• Share your favourite Noah insight — or ask your own question — in the comments
• Share this episode with your bar team, peers, or fellow spirits lovers
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