You can’t operate in the digital marketing world today without getting on the old Instagram for some live content.

However, much like with politics, there are few things I find less stimulating than watching booze industry people repeat talking points and tow the company line when people want real answers to real questions, so we won’t be doing that.

I told Beam last week we should discuss two subjects people would actually be interested in knowing more about:

1. Wheated Bourbon as a category, rather than just Maker’s Mark.

2. What has changed at Beam over the last few years that has led to a rather remarkable improvement in the quality of their small batch editions?

We’re gonna try and go back-to-back this week, starting tomorrow at 4:30 when I sit down with Phil Olson to talk about wheated Bourbon. Why do people like it so much? What does wheat do to the flavor of Bourbon? Do people actually like it as much as they say they do, or is saying you like wheated Bourbon just a way for insecure guys to look less like Pappy/Weller fanboys?

This all happens tomorrow on Instagram by following @missionliquor and logging in at 4:30 PM PST.

Conversation two is scheduled for Wednesday at the same time, but I’ll confirm tomorrow.

I hope you’ll join us! I’ll do my best to make it fun.

-David Driscoll