Proof of Concept

Before a judge ever lifts a glass, thousands of bottles have to arrive, get unpacked, get checked, and land in exactly the right category. Chelsea Russell runs that operation. As Warehouse Operations and Volunteer Manager at The Tasting Alliance, she turns what she calls a very organized cardboard jungle into a competition that runs clean. In this episode, she talks about what it takes to classify...

Every medal starts with a judge, a glass, and no idea what’s in it. This special roundtable brings seven judges together to walk through what’s actually going through their heads at the table — how they approach a flight, what separates a good spirit from a Double Gold, where they disagree, and how they keep a decision honest when there’s no label to lean on. Joined by Jeffrey Morgenthaler, Chief...

Before they ever worked a competition, Brigid Green and Robbin Green Yeh were shoppers like everyone else — noticing the medals on bottles and taking them as a reasonable bet. Years of volunteering at The Tasting Alliance competitions changed what those stickers mean to them. In this episode, they talk about seeing the blind judging process up close, the expertise and care that goes into every awa...

Maddee McDowell, Executive Vice President of The Tasting Alliance, has spent years helping build what grew out of a single competition and keeps it running at a scale Anthony Dias Blue’s original San Francisco International Wine Competition could only hint at. In this episode, she talks about what it means to carry that legacy forward, what it actually takes to run competitions of this size, and t...

Molly Horn spends her days watching what people actually buy. As Head of Mixology, Spirits Education, and Celebrity Events at Total Wine & More, she knows what pulls someone toward one bottle over the twenty next to it — label, price, word of mouth, or something harder to name. In this episode, she gets into how that view from the retail floor shapes the way she judges at the San Francisco World S...

Behind every competition is a crew that keeps it honest. Alex Hoyt and Nic Bishop have spent years on the San Francisco World Spirits Competition floor, and they bring serious industry chops of their own to the room. In this episode, they talk about what it's like to work alongside some of the world's best palates, what you pick up when you're pouring hundreds of samples a day, and why the people...

What happens after the bottles arrive and the doors close? Jeffrey Morgenthaler, Chief Judge of the San Francisco World Spirits Competition, joins Toby Blue and Jason Rabinowitz for a behind-the-scenes look at the art, discipline, and responsibility of judging spirits blind. An award-winning bartender and author of The Bar Book and Drinking Distilled, Jeffrey brings decades of experience behind th...

Season Two opens with the person who decided to open the doors. Amanda Blue, President of The Tasting Alliance, joins Toby Blue and Jason Rabinowitz to talk about leading the world's most prestigious spirits competition, protecting the integrity of blind judging, and why this season pulls back the curtain on how Double Gold is earned.

In this bonus episode, Toby Blue and Jason Rabinowitz taste Blackleaf Organic Vodka with founders Kevin Larkai and Monté Burrow — nose, palate, finish, and the judges' notes behind the Double Gold and Platinum honors.

What does it take to build a luxury spirits brand that didn't exist before — without waiting for permission? In this episode of Proof of Concept, Toby Blue and Jason Rabinowitz sit down with Kevin Larkai and Monté Burrow, co-founders of Blackleaf Organic Vodka, one of the most decorated organic vodka brands in the world. Kevin and Monté open up about the quieter, harder chapters of building the br...

In this bonus episode of Proof of Concept, hosts Toby Blue and Jason Rabinowitz pour their way through the Heaven Hill portfolio — one of the largest family-owned distilleries in America and a cornerstone of Kentucky whiskey. The lineup spans Henry McKenna, Elijah Craig, and Rittenhouse before taking a smooth left turn into Carolans Irish Cream. From bottled-in-bond bourbon to benchmark rye, this...

Heaven Hill has stayed family-owned for almost 90 years — through a fire, a generational handoff, and a whiskey boom that swallowed up most of its peers. Co-President Kate Latts joins Toby Blue and Jason Rabinowitz to talk independence, patience, and what it takes to protect a legacy bigger than any one leader.

In this bonus episode of Proof of Concept, hosts Toby Blue and Jason Rabinowitz sit down for a guided tasting of Ten to One Rum — a modern Caribbean brand redefining what rum can be. This episode goes beyond the bottle and into the glass, breaking down the rich, nuanced character that has made Ten to One a standout in the category. From the blend of aged Caribbean rums to the craft and cultural pr...

In this episode of Proof of Concept, Toby Blue and Jason Rabinowitz sit down with Marc Farrell, founder and CEO of Ten to One Rum, to explore how he set out to redefine an entire category. Born in Trinidad and Tobago, Marc left a successful corporate career to build a modern Caribbean rum brand rooted in authenticity, cultural pride, and a commitment to excellence. Marc shares the story behind Ten...

In this bonus episode of Proof of Concept, hosts Toby Blue and Jason Rabinowitz sit down for a guided tasting of Mezcal Vago — one of the most respected names in artisanal mezcal production. This conversation goes beyond the bottle and into the glass, breaking down the earthy, complex, and soulful character that has made Mezcal Vago a benchmark for the category. From smoke and terroir to the craft...

In this episode of Proof of Concept, hosts Toby Blue and Jason Rabinowitz speak with Judah Kuper, co-founder of Mezcal Vago, about the journey behind one of the world’s most respected artisanal mezcal brands. Built on deep relationships with generational mezcaleros, Mezcal Vago is known for radical transparency — crediting each batch to the maestro who made it and documenting every detail from aga...

In this bonus episode of Proof of Concept, hosts Toby Blue and Jason Rabinowitz sit down with Ian Somerhalder for a guided tasting of Brother’s Bond Bourbon. This conversation goes beyond the story and into the glass, breaking down flavor, balance, and the craftsmanship behind every sip. From notes and structure to the intention behind the blend, this tasting offers a deeper look at how quality sh...

What does it take to turn a friendship into a Double Gold–winning bourbon? On this episode of Proof of Concept, presented by The Tasting Alliance, hosts Toby Blue and Jason Rabinowitz sit down with Ian Somerhalder, co-founder and Brand Guardian of Brothers Bond Bourbon. Ian shares how a shared vision, hands-on craftsmanship, and uncompromising standards helped build one of the fastest-growing and...

In this bonus episode of Proof of Concept, we sit down with Chinola CEO Andrew Merinoff for a guided tasting of the brand’s signature passion fruit liqueur. Andrew shares the story behind Chinola, the craft and sourcing that define the product, and what it takes to build a standout spirits brand from the ground up. From flavor to philosophy, this conversation offers a deeper look into the people a...

In the debut episode of Proof of Concept, presented by The Tasting Alliance, hosts Toby Blue and Jason Rabinowitz sit down with Andrew Merinoff, founder and CEO of Chinola. Andrew shares the journey behind creating the world’s first shelf-stable fresh fruit liqueur — from thousands of test batches and early setbacks to building a brand rooted in sustainability, community impact, and uncompromising...

Welcome to Proof of Concept, the official podcast of The Tasting Alliance — the team behind the world’s most prestigious spirits competitions, including the San Francisco World Spirits Competition, New York World Spirits Competition, Asia World Spirits Competition, and Latin America World Spirits Competition. Hosted by Toby Blue, Chairman and Chief Operating Officer of The Tasting Alliance and lon...