Bernie Lubbers
“The Whiskey Professor”
Bernard J. “Bernie” Lubbers is renowned throughout the American whiskey world as “The Whiskey Professor,” a moniker that aptly reflects both his profound knowledge of bourbon and his engaging style in sharing that expertise. As Heaven Hill Distillery’s national brand ambassador, Lubbers has become a leading voice in educating consumers and industry alike, especially regarding bourbon’s Bottled-in-Bond category.
Lubbers, a Kentucky native, was born in June 1959. He graduated with a degree in marketing from the University of Kentucky, but then spent roughly twenty years as a touring stand-up comedian before formally entering the spirits industry. Though brewing rather than distilling was part of his family business, bourbon figured in family life; his father, who lived to age 94, was a bourbon drinker, and that heritage made a lasting impression. His comedic routines often included bits about his father and bourbon. It was one of those routines about his father’s whiskey consumption that helped him get noticed when a bourbon company representative saw one of his shows. In 2005, Lubbers used the connection to leave comedy in an official capacity for good to take a role in the bourbon world. He joined Heaven Hill that year, moving into a position as a career ambassador and educator for the brand.
As Heaven Hill’s brand ambassador, Lubbers did much more than pour whiskey. He helped craft tastings, lead educational experiences, travelled for promotional and sales events, and helped tell the story behind whiskey labels, history, and the process. Among his initiatives were the pairing of bourbon tastings with bluegrass music to tell the story of American whiskey, which he dubbed “Bourbon through Bluegrass.” Lubbers was also instrumental in developing the Certified Bonded Premises Program, which helps certain retailers provide all bonded products in their market. Bernie was a creator and presenter for the “Stay Bonded” and “Evolution of Bourbon” tastings that highlighted different varieties, proofs, and ages within the Heaven Hill Bottled-in-Bond portfolio.
Lubbers instructs about Kentucky’s native spirit in “Bourbon through Bluegrass in June 2019
(courtesy of YouTube)
Lubbers’ presentations are known to be both informative and approachable. He uses music, stories, and not surprisingly, humor, to help people understand differences in style, proof, aging, mash bills, and other aspects of bourbon production. Many in the spirits industry respect his ability to reach both whiskey experts and newcomers alike. Because of this, Lubbers has been recognized for his positive influence on Heaven Hill specifically, but more broadly, on the bourbon industry as a whole. For his efforts, Lubbers brought home awards like Global Ambassador of the Year at the Icons of Whisky Awards in London. He has brought elevated prominence to all of Heaven Hill whiskies, especially Henry McKenna Bottled-in-Bond (his personal favorite), which has helped shift how consumers view bonded whiskey products. Because of these well-publicized salutations, Heaven Hill recently announced that Bernie Lubbers would transition to Whiskey Ambassador Emeritus. This reflects both respect for his long service and perhaps a gradual scaling back of his public engagements.
Little information on Lubbers' personal life is known, other than that, at the time of this writing, he remains single. Residing in Louisville, he chooses to stay mostly private, focusing instead on his craft and how he melds comedy, bluegrass, and bourbon to elevate all three. Though scaled back, his music events remain unforgettably entertaining in a way that leaves the hearer completely unaware “The Professor” has just taught them a whiskey lesson.
Bernie Lubbers is a man who, no matter how entertaining the experience, emphasizes honesty. That is, telling people what’s really in the bottle, what the rules mean, and how proof and aging affect flavor. He also shows that one need not be born into whiskey royalty to become a significant voice in the field, though being Bluegrass born-and-bred never hurts. As the whiskey world becomes more crowded and premium labels proliferate, truth-tellers like Lubbers perform a kind of public service in cutting through hype, pointing out what matters in a whiskey, and helping people learn to taste, choose, and enjoy with confidence and a smile.
Sources
Heaven Hill website, “Meet the Whiskey Professor, Bernie Lubbers,” March 6, 2020
Bourbon Pursuit, Episode 519, bourbonpursuit.com, June 19, 2025
YouTube, www.youtube.com/watch?v=uLCfxyhnZv8
Contributed by Tracy McLemore, Fairview, Tennessee
