Proof of Concept

About Proof of Concept

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 longtime spirits industry executive and Jason Rabinowitz, Multiple Grammy Award Nominee and Entertainment Industry Veteran, this series explores the journeys behind the world’s most exceptional Double Gold–winning spirits — and the founders bold enough to build them. At its core, Proof of Concept is about entrepreneurship, craftsmanship, innovation and resilience. Each episode dives deep into the stories of founders, distillers, master blenders and visionaries who transformed an idea into an award-winning spirit — validated under the most rigorous blind tasting standards in the world. Proof as potency. Proof as validation. Proof that an idea can work. This podcast is where passion meets purpose, and where brand building, storytelling, sustainability, leadership and legacy intersect in the glass. From Idea to Icon. From Grain to Glass to Gold.

Publisher

Toby Blue | Chairman and Chief Operating Officer of The Tasting Alliance

Category

arts · business · society & culture

Language

en

Explicit

No

First episode

20 Feb 2026

Latest episode

20 Oct 2026

Latest episodes

18 episodes in the feed.

1. 

   20 Oct 2026

   Maddee McDowell, Executive VP - Carrying the Legacy Forward

   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 the standards that have stayed the same no matter how much everything around them has grown.

2. 

   13 Oct 2026

   Molly Horn, Total Wine & More — What Actually Sells

   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 Spirits Competition, and what the gap is between a spirit that wins a medal and one that uses that medal to win a customer.

3. 

   6 Oct 2026

   Alex Hoyt & Nic Bishop — Learning From the Best

   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 running the room matter as much as the ones behind the table.

4. 

   29 Sept 2026

   Jeffrey Morgenthaler, Chief Judge — Inside the Judging Room

   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 the bar to one of the world’s most respected spirits competitions. This episode is the first in a series featuring the judges who help determine what earns the industry’s highest honors.

5. 

   22 Sept 2026

   Amanda Blue, President — Opening the Doors

   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.

6. 

   4 Aug 2026

   Blackleaf Organic Vodka Tasting - Crisp, Peppery, and Herbaceous

   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.

7. 

   27 Jul 2026

   Bottling a Vision: Building Blackleaf Organic Vodka

   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 brand, becoming their own distributor, "Making Organic Sexy," sustainability that's substance over performance, and what it means to be Black founders in a category where ownership remains incredibly rare. Plus: the emotional weight of earning Double Gold and Platinum Awards at The Tasting Alliance's San Francisco, New York, and Asia World Spirits Competitions — and why they're just getting started.

8. 

   7 Jul 2026

   Heaven Hill Tasting - Bourbon, Rye, and Irish Cream

   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 tasting digs into what nearly two centuries of distilling heritage tastes like in the glass. Whether you're a bourbon loyalist or just building your whiskey vocabulary, this one covers a lot of ground in a single sitting.

9. 

   24 Jun 2026

   Stewardship Over Shortcuts: Kate Latts on Heaven Hill's Legacy

   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.

10. 

    11 Jun 2026

    Ten to One Rum Tasting - Caribbean, Complex, Refined

    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 pride behind every pour, this tasting offers a deeper look at what sets truly exceptional rum apart. Whether you're a longtime rum enthusiast or just spirit-curious, this is your chance to experience the craft.

11. 

    26 May 2026

    Ten to One Rum: Roots, Reinvention, and Raising the Bar

    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 to One, from its mission to challenge outdated perceptions of rum to the resilience required to turn an idea into an award-winning global brand. This conversation dives into entrepreneurship, identity, and innovation — highlighting what it takes to honor heritage while building something entirely new.

12. 

    12 May 2026

    Mezcal Vago Tasting - Rooted, Smoky, Complex

    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 behind every batch, this tasting offers a deeper look at what sets truly exceptional mezcal apart. Whether you're a mezcal devotee or just agave-curious, this is your chance to experience the craft.

13. 

    28 Apr 2026

    Guardians of Tradition: Mezcal Vago’s Global Journey

    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 agave species to fermentation and distillation methods. Judah shares how the brand’s philosophy, “Don’t kill the magic,” guides their approach to growth, sustainability, and sharing mezcal with a global audience while protecting its cultural roots. The conversation explores the delicate balance between tradition and scale, the pride and recognition that international awards have brought to Oaxaca’s palenques, and what it means to build a spirits brand that uplifts the people and communities behind the craft.

14. 

    14 Apr 2026

    Brother’s Bond Tasting - Inviting, Approachable, and Decadent

    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 shows up in the final product and what sets an award-winning bourbon apart. Whether you’re a spirits enthusiast or just bourbon-curious, this is your chance to experience the craft.

15. 

    31 Mar 2026

    Blending Bourbon with Purpose: Inside Brother’s Bond Bourbon

    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 most awarded bourbon brands in the U.S. From blending and grain selection to sustainability and regenerative agriculture, this conversation explores what it takes to earn credibility, and Double Gold recognition, in a crowded spirits market. This is a story of proof: that purpose, partnership, and craft can stand shoulder to shoulder with the world’s best bourbons.

16. 

    17 Mar 2026

    Chinola Tasting - Rich, Fruity, and Vibrant

    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 and process behind the bottle along with the tasting notes that led the brand to Double Gold. Tune in for a taste of Chinola, and the vision driving it forward.

17. 

    3 Mar 2026

    From Fresh Fruit to Double Gold: The Chinola Story

    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 craft in the Dominican Republic. The conversation explores what it takes to earn credibility in the spirits world, win over bartenders and judges alike, and grow thoughtfully without losing authenticity. With multiple Double Gold and Platinum awards from the San Francisco World Spirits Competition, Chinola stands as proof that when passion meets persistence, an idea can become something truly exceptional.

18. 

    20 Feb 2026

    Proof of Concept - From Grain to Glass to Gold

    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 longtime spirits industry executive and Jason Rabinowitz, Multiple Grammy Award Nominee and Entertainment Industry Veteran, this series explores the journeys behind the world’s most exceptional Double Gold–winning spirits — and the founders bold enough to build them. On Proof of Concept, you’ll discover: Behind-the-scenes origin stories from top spirits brands Conversations about bourbon, whiskey, tequila, mezcal, rum, vodka, gin and emerging craft categories Insights into distilling, barrel aging, grain selection, blending, sustainability, sourcing and scaling a premium spirits brand Lessons in entrepreneurship, branding, celebrity ventures, innovation and long-term business building The role of blind judging, Double Gold medals and Platinum awards in validating world-class quality Tasting notes from some of the most discerning palates in the industry This is a show for: Whiskey lovers Bourbon enthusiasts Craft spirits collectors Founders and entrepreneurs Beverage industry professionals Hospitality and bar professionals Spirits competition followers Fans of premium lifestyle storytelling Produced by The Tasting Alliance Co-Hosted by Toby Blue and Jason Rabinowitz Edited by Ed RosenBerg Music by Jason Rabinowitz Follow The Tasting Alliance on Instagram and on their site for competition results, Double Gold winners, tasting insights and behind-the-scenes stories from the world’s most respected spirits competitions.

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

5.0 / 5

5 ratings