​What does it take to be Heaven Hill’s National Whiskey Ambassador? We sat down with Bernie Lubbers to find out.

Tell me about your background before joining the Heaven Hill Family.

The industry sort of came to me. From 1985 until 2005, I was a touring stand-up comedian. At that time, I knew as much about Bourbon as anybody else, which in 2005 was more than enough. The closing piece of my act was about my father who lived to be 94 years old and drank Bourbon every day. My act and ability to get up and talk in front of large groups of people is what landed me a job in the industry. Rob Hutchins, who is now the Heaven Hill Regional Sales Manager for Kentucky and Tennessee discovered me when he attended one of my shows and asked me to lunch. We got to know each other, and he actually used to do my job when he first started at Heaven Hill. When Rob was promoted, the company was looking to fill his former position and he recommended me. That was in September 2012 and my very first event was Camp Runamok, which was a much smaller deal than it is today.

​​​​How has your role with Heaven Hill evolved over the years?

When I first started with the company I was more on the promotional side of things, but now my role is really integrated into sales and selling our products. I never imagined that happening when I started, but I love it. Being at Heaven Hill has allowed me the freedom to be creative and develop my own tastings supported by the brand team. My role has evolved to include new experiences for both consumers and industry folks to enjoy like the Stay Bonded tasting and the Evolution of Bourbon tasting. Something I’m particularly proud of is the development of the Certified Bonded Premises Program, which allows us to encourage accounts across the country to carry every bonded product available in their market. Since Heaven Hill dominates the bottled-in-bond segment, it’s a win-win for us. We now have 66 accounts across the country participating in the program. I also do something called Bourbon through Bluegrass which started in 2012 when I came to Heaven Hill. My good friend Hickory Vaught, who is a musician, asked how I liked Heaven Hill and mentioned how fascinating he thought it was that we produce every style of American Whiskey. I figured I could tell that story of how Bourbon comes to be through Bluegrass music. I introduced the concept, which is paired with an evolutionary tasting of Bourbon, at the second ever Camp Runamok and it was a huge hit!

​​​​What does a typical day as a Heaven Hill Ambassador look like for you? (Disclaimer: This answer was based on the week in which Bernie was interviewed, not the week in which this was posted.)

There really isn’t a typical day. Take this week for example, Monday I met with two VIP guests at the Bernheim Distillery where Conor and I led a tour of the facility to show them how we make our whiskey. Then I stopped by the Evan Williams Bourbon Experience to pick up some Bourbon balls and chocolate covered twinkies to send to the Bob and Tom Show as a fun Valentine’s Day gift. They do a lot of on-air mentions, so that’s a cool way to get some coverage in an unconventional way. Yesterday, Total Wine was hosting a summit at the Bourbon Heritage Center and I helped host those attendees. Today I’m headed to Owensboro and Evansville to lead tastings and perform my Bourbon and the Bluegrass set. Monday, I fly to Pittsburg to work with our Pennsylvania sales team for an entire week on staff trainings, education in accounts, and tastings. It’s such a fun job and every day really is completely different.

​​​​What are some ways our sales team can utilize your skills in market to enhance their programming?

As ambassadors, we bring a different way of looking at sales to the table. We work to leave a lasting impression so that the sales team can sell individual whiskeys more effectively. As a stand-up comedian, I’m supposed to get words out in a way that is lasting, memorable, and effective. In comedy, the result of my work is shown through audience laughter, in this instance my results are shown through sales. One example is how I sell Evan Williams. Saying it is the second largest selling Bourbon in the world is obviously impactful, but what really makes the difference is when I say to a bar owner, this is what your customer is drinking at home. That resonates with the buyer because they want to have that option for their customers, something familiar. Another way I can resonate with the buyer is to say that Evan Williams offers profit on the second pour. If I can get the sales team to use these types of phrases, then they are able to connect with the buyer and sell even more product.

Another way I sell our products is through education and tastings with accounts and distributor partners. It’s up to me to teach the distributor and sales team how to sell specific products. This is probably mine and Jack’s biggest initiative – give these groups the language and phrases to sell our products to bartenders and liquor stores alike. It’s a daunting task, but it works if everyone works together.

The biggest key to all of this though is the sales team’s knowledge of their market. The ambassadors have a whole menu of things we can offer to educate about Heaven Hill. Working with the sales team to execute the most effective activities and trainings for those accounts helps everything come together and in turn give us the result we’re looking for – increased sales!

​​​What is your most memorable moment with Heaven Hill?

It would have to be working with Parker Beam, specifically the last Kentucky Bourbon Festival before he passed away. Learning from him and getting to spend quality time with him was really inspiring. At the last Bourbon Festival he attended, he specifically requested that I sit next to him all night. That was pretty special.

​What is your favorite thing about your job?

The variation from day to day. I also love that because Heaven Hill is family owned, I have had an unbelievable amount of freedom and support from both the brand team and my boss to come up with unique and interesting ways to present our products. It has also been great having the ability to expand my team by adding Jack Choate. Together we’re able to educate and empower people to understand and appreciate whiskey, and at the end of the day that’s what it’s really all about.

​​​What is your favorite Heaven Hill product and cocktail?

From day one Henry McKenna 10-Year-Old Bottled-in-Bond has been my go-to, but I also love Elijah Craig Barrel Proof because it is so rich, deep, and complex. I also love a good Evan Williams Black from time to time – it is, after all the engine that pulls the train as our flagship Bourbon. As far as cocktails go, I love a good Boulevardier made with Rittenhouse, Elijah Craig Small Batch, or Henry McKenna. I have also created my own take on a Paloma – the Meloma. It’s made with Mellow Corn instead of Tequila mixed with grapefruit soda and garnished with a lime. That get’s a lot of menu placements because it’s simple, easy, and very refreshing. 

​​​What is something you cannot live without that is not family or friends?

My music. I wasn’t a bluegrass picker before I started Bourbon and Bluegrass, but now I feel like I can really hold my own as a Bluegrass player. Before that I just played guitar, but it’s always fun to pick up a new instrument and advance my skills.

​​​What is your favorite thing to do outside of work?

Not surprisingly, I love to spend my free time playing music. I also love to travel, Puerto Vallarta is my favorite destination, but I also love visiting Europe. I love visiting horse tracks as well and I try to hit as many as I can while I travel.​