Pulling Back The Curtain on How We Review Bourbon - A WhiskeyTube Discussion

[@The_Whiskey_Cart]

I’ve said it before: this is the best whiskey channel on KZbin. I love your honesty, creativity, and deep dives (I’m speaking specifically to the “Is bourbon getting better or worse” series). I think you guys bring the best value when it comes to a whiskey channel where the viewer actually learns things, gets reliable reviews, and one that isn’t filled with obnoxious and vulgar humor.

[@ItsBourbonNight]

@@The_Whiskey_Cart Thank you for that, it means a lot!

[@robertsanden1347]

For real. Totally agree. Lots of decent ones and some good ones but I always look forward to this channel!

[@swango1]

I'm one of the viewers who says "MORE MINI DOCS!" Keep slaying it, guys. You are awesome, one of my favorite go-to whiskey channels. Much respect from Tennessee.

[@nickp5511]

Thanks for editing:) I typically will stop watching videos with all the extra smacks and eye rolling etc. I like the longer videos when I have time but the short and sweet are really nice when I have a few minutes. I appreciate the quality and content of your videos! Thanks and Cheers!

[@markbrooks6788]

Agreed! I don't usually have time to watch a 2 hour show so the short and sweets are nice.

[@TheBourbonNote]

GREAT video! As a fellow (much smaller) whiskey channel, all of this hits home. And, I totally agree with you on the jump cuts. I just can't allow them 😂 Cheers!

[@ItsBourbonNight]

@@TheBourbonNote #NoJumpCuts 😁

[@whollychurchhouse3636]

Greatly appreciate you making this video. You touched on the nitty gritty the viewer that truly cares about “the business” of KZbin, really enjoys to see and understand. Thank you for taking the time to make this video.

[@michelemartin4842]

Chad we have even more respect for you as an editor. Wow!!

[@LanguagesWithAndrew]

For what it's worth, *the* reason that I took an interest in Wilderness Trail and finally bought a bottle, which I'm drinking right now (Sweet Mash, Batch LL06A), is because of your video on them.

[@ItsBourbonNight]

@@LanguagesWithAndrew That’s awesome!

[@bensinger6783]

I enjoy your videos because of the variety of videos you produce, and I know you say you’re not interviewers but I think both of you would be great at it. The hunt videos are fun for me because of the Wheel of Terms and Conditions. Not just out looking for allocation bottles.

[@ItsBourbonNight]

Thanks! The wheel is unforgiving, but fun :)

[@Darren_W.502]

This is a really cool look behind the curtain. Didn’t realize how much thought goes into every detail. As usual, great job guys. Cheers!

[@jimpaul3491]

Love the whiskey talk, very much appreciate the editing. My views on similar content are way down. The real reason to watch your vids is the 2 of you. Fantastic, feel like I am with friends. Love your ending, never cut out early. The thank yous make me smile every time!

[@ItsBourbonNight]

Thank you so much!!

[@benedelhart4564]

Loved this episode so much. It’s always been clear that y’all were focused on quality and transparency with your reviews and this just continues that! Thank you both.

[@stevengrundwerg]

Love, love, loved the video! It’s very brave to share the monetary part of KZbin with the viewers. As for editing out the unessential parts, I’ve watched every single video you’ve put out and I can only remember a handful of times when I looked to see how much time was left on a video. Keep cutting them tight. Loved it!

[@DuckieDooh]

Thanks for putting this out there, great video and you two are a great team!

[@EatYourWeetabix]

I LOVE the hunting videos that you do. I’ve used them to map out my road trip that is going through Kentucky later this year. Without them, I’d have no clue where to go. Thanks so much

[@alabamafootballpodcast3582]

Love the behind the scenes... keep doing what you're doing.

[@ItsBourbonNight]

Thank you!

[@ConradF27]

I really enjoyed the Wilderness Trail video!

[@1125mikem]

I did watch the entire video Thank you for an interesting inside look and keep up the great work!

[@JonBlankman]

This was an excellent video. You did a great job explaining the process of editing and why. It was truthful and real! These are the main reasons why I always check out every video you release. Thanks!

[@ItsBourbonNight]

Thank you so much!

[@EricLundgren]

I appreciate your editing choices. You produce very polished episodes. Personally, I enjoy your hunting videos because they show me stores to visit/avoid on my annual Kentucky trip. So thank you!

[@JimWestbrook]

I only recently found your channel, but I really like your style! I love the dynamic between you two of you. Love the types of videos you put out. Keep it up!

[@sv14083]

The think the balance of your editing style is perfect!

[@leonardskinerd7758]

A guitar related channel called Riffs, Beards & Gear did a video very similar to this a while back. I respect the transparency, even though you don't owe it to us.

[@Rick-yl9jw]

I've said before and I'll say it again, You two are Great!! And so are your videos! I appreciate all the time and effort you put in to making them! Keep up the Great work!!

[@ItsBourbonNight]

@@Rick-yl9jw Thanks so much!

[@Hotfiresneatwhiskey]

I really like the idea of documentary style videos!

[@WhiskeyPop]

WHAT AN INCREDIBLY INSPIRING EPISODE!!! Thank you both for pulling back the curtain on what us KZbin creators go through with our passion of creating content and wrestling with the KZbin platform. It's such an incredible episode that not only strengthens community ties with your fan base through transparency, but also relates to fellow KZbin creators by discussing the hurdles we face every day while creating on KZbin!

[@ItsBourbonNight]

Thank you! Really appreciate that comment!

[@rstrunk85]

I appreciate the insight into what it takes to run a channel. One of the few channels I still subscribe too, and this is one of the reasons why. Keep it up my fellow KY’ians. 🤜

[@ItsBourbonNight]

Will do, thank you so much!

[@fonzyfresh9124]

I dont watch TV much I watch KZbin so I love the long format stuff.

[@UncleSpam1350]

Love the transparency, y’all! Keep up the awesome work.

[@MrWoobers]

The “um” edition! Love it. Thank you for sharing.

[@carlossandiego7925]

This just goes to show what a great job of editing Chad does. I’ll admit I take it for granted but this video made me appreciate the skills.

[@ItsBourbonNight]

@@carlossandiego7925 Thank you!

[@mikenewhouse4787]

Appreciate your transparency and love your content. Keep up the good work!

[@mjc75]

Thank you, I've unsubscribed from most whiskeytube channels and narrowed it down to a handful. You guys keep it fresh!

[@ItsBourbonNight]

Thanks so much, and we're glad to have made the cut! :)

[@byronwadsworth8067]

I have just recently found your channel and you've quickly become my second favorite Whiskey tube channel. I feel like you aren't pretentious and fake like some of the others. You seem very genuine and that's what I appreciate. I'm not a fan of the voice overs on the hunt but I'll still watch!

[@ItsBourbonNight]

@@byronwadsworth8067 Thanks! 😄

[@YoJimBo851610]

Thank you for what you do!!

[@vandensoforth]

I appreciate the editing to be completely honest. It was interesting seeing more of your process, but I'm glad that you don't include the lip smacking process while you think in the videos. Definitely enjoy both of you and what you bring to these videos in a way that feels very authentic. I'm really glad you're here, Cheers!

[@ItsBourbonNight]

@@vandensoforth Thank you!

[@vandensoforth]

@@ItsBourbonNight my questions for you after thinking about it are 1) What is your favorite video/project? 2) What about that project stood out to you as the creators and made it your favorite?

[@MaryS-go8dl]

Fantastic video. Great, thoughtful discussion

[@jeffkastl1290]

Thankyou so much for editing out the smaking! I've often wondered how time consuming that is for content creators. I have unsubscribed to channels that constantly so that, and I wonder if they have any self-awareness. Thanks again for all the work you two put into your channel. 🥃🥃

[@bks7842]

Very informative and interesting.

[@maul_360]

Omg! This video was phenomenal and hilarious. The montage of lip smacking with the quietness around you was so funny. I can see why you cut it out. I love the edited short and sweet videos so much appreciated! 😂 love yalls channel. Cheers!

[@wyattpace-v5t]

Love your content. For me, it depends on my mood that day. Some days I want 5-10 minute content, some days I am looking for longer more in depth content. Keep providing options.

[@vinole6532]

Cool video. Fits right in with your profile of being very likable people doing a variety of content about whiskey. Most know that hunting and list videos get the most clicks, but that won’t make me a subscriber. It’s the personalities that you find relatable and likable that I come back to and you guys check that box. I have two categories of channels I subscribe to, the first is more entertainment and general interest content which I put you in. The other is hard core reviewers that match up with my palate well, and that is only a trusted few and generally don’t have the subscriber base you do. Keep doing what you do as I may not watch them all, but you always have something I enjoy watching.

[@CountyLineCollectibles]

Great Content, Love You Guys! You guys are very pleasant and grounded. You seem like a couple that me and wife would hangout with in our Bourbon Bar!

[@JK13A]

20+ minute KZbin videos is definitely what the algorithm likes right now because everyone is making them that way. It's either that are crazy long, multiple hour longs stuff.

[@seanmcgovern1570]

This was a really cool behind the scenes!

[@dpgoode]

Great video! Definitely enjoyed understanding your process a little better.

[@jeffwinbush5039]

I cannot understand why certain WhiskeyTube channels have so many more subscribers than others. I've narrowed my viewing down to three or four channels because there is SO much overlap. I know Jason at The Mash & Drum is trying hard to avoid clickbait and top-five lists to crap up his numbers, but it has to be tempting. I'm looking at a KZbin recommendation of "7 Whiskeys You Shouldn't Buy!" from a channel I've never heard of, but I'm not taking the bait and feeding the algorithm. There's a ton of channels out there and most frankly aren't very interesting. The struggle is real for bourbon channels to remain innovative and interesting. The fact that I'm still here after all these years is a testament that Chad and Sara are succeeding at keeping their channel my first stop on Whiskey Tube. 🥃

[@ItsBourbonNight]

@@jeffwinbush5039 We’ve been seeing your comments for years and years, Jeff, and hope to keep seeing them for years more! Thanks for taking the time to always provide thoughtful comments. We appreciate ya!

[@FirstPhilWhisky]

Oh wow you edit in Avid. Respect!

[@ItsBourbonNight]

@@FirstPhilWhisky You’re the first person to say anything! Yeah, I learned NLE on FCP2 and then used that as my editor through FCP7, but once X came out I left it. By that time I had to learn Avid to work at a production company so I just stuck with it.

[@BourbonDrop]

Love the honesty! Being a creator myself, I face the same challenges. I wish I had the issue of 20K not being a lot of views.😂 Keep up the great work!!

[@drrobert8678]

I've followed you two for quite a long time, and I've noted your frequency to be critics of your own content. Over time, I have cut back on my subscriptions to whiskey tube channels down to around a half dozen because of reasons you put out there. Your channel was never considered for the unsubscribe button. Do I watch every video you put out there? Nope. Do I enjoy the videos that I do choose to watch? Nearly every time. Best wishes to you both.

[@ItsBourbonNight]

Thanks so much for your comment! Appreciate you sticking with us :)

[@drgallup]

I appreciate tight editing!

[@RJR2222]

Appreciate the insight.

[@damon0324]

Appreciate this video, keep up the good work. 😊

[@aholzmeyer]

I love your product. Keep up the good work!

[@altmandillon1]

Awesome video 🎉

[@stevetech5150]

editing is great, but most of us, meaning me, usually are watching this on our down time and are obviously willing to waste it cuz, well, we're wasting our time on youtube so what the hell... good stuff as usual.

[@carlupthegrove262]

This is a great video... I've been a subscriber since your first year and I've really enjoyed it. Thank you

[@Johnny5_]

Did not previously watch the referenced video, but @Sara -- OMG your hair!! Have never seen it like that b4, and I love it! 🤩

[@GlenAndFriendsCooking]

Good one! I don't think a lot of people understand how expensive making this content can be.

[@ItsBourbonNight]

@@GlenAndFriendsCooking Indeed. Thanks, Glen!

[@-RONNIE]

Thanks for the video 🥃

[@PapaGCooking]

As a fellow editor and bourbon enthusiast , I must say, after viewing your "edits"... more is better - especially when I want to see your (unedited) reactions. As a comparison, I also enjoy triple D on the food network and can tell by Guy's tasting reactions, his "true" thoughts without being rude to the vendor. By keeping just the tastings unedited, you can give a gentle shrug of the shoulders and also give kind words, giving the viewer a clue as to a "middle-of-the-road" opinion. Just my 2 cents... feel free to give me change. Cheers and keep up the good work!

[@joethesampleguy3414]

Great topic, keep up the good work!

[@StevenScone]

As a channel creator myself, I completely understand the editing stuff. I don't want to see the boring stuff, so I don't want other people to see it either. Thumbnails and titles are tough, trying to figure out what someone will click on. I'm not even thinking about what people will want to watch. My style is more on the fly, this is what I want to do, because I am having fun and hopefully someone will want to watch. Thanks for the insight and maybe some inspiration.

[@dunnosmapdi]

I appreciate the effort and result of your editing. Do people actually want to watch others eat/drink? And how awkward to sit there trying to be compelling and not gross while doing it. There have been times I wondered if maybe we missed a telling off-hand remark or expression, and it seems most other channels don't edit the sip, so I can understand people asking about it. But my presumption has always been if there was something worthwhile to see/hear, then it's in there (Prego, anyone?). I've always thought you guys do exceptional work. Keep it up/thanks for that.

[@877-MASH-NOW]

It's my process, and I want it now. 877 PROCESS-NOW 😊

[@ItsBourbonNight]

@@877-MASH-NOW 😄

[@christopherryan7654]

Um and smack. Every moment is priceless.

[@TheSpiritDr]

Awesome video as always, guys.

[@AndrewOgan]

You mentioned a dog, but didn’t show the dog then. Opportunity missed. But I’ll still watch 😃

[@ItsBourbonNight]

@@AndrewOgan We’ve shown her occasionally in the live episodes 😄

[@stuffandwhiskey]

9:12 Chad you triggered me. 😂 Gold for sure. Ain’t nobody got time for mouth noises. 😂 Folks would be stunned to see how little is “behind the curtain.” Y’all nailed this one.

[@ItsBourbonNight]

Actually, i kinda like that style now. I think we’ll start doing it in every video!

[@travisrobeson306]

We demand more Cud Chewing!!!! I loved the Shot or Shocked, maybe to a series into Halloween!?!?

[@davespratt1882]

Your channel was the first that I subscribed to, and I enjoyed this video, but being transparent and commenting about the video length, I was reaching for my mouse at (and I did check) 16mins 50secs, but I did watch to the end. I have thought about starting my own Bourbon channel, but being from the UK, I just don't know, everytime I'm about to go for it I change my mind, maybe oneday I'll just go for it Love the content and if you ever back in the UK in the NE, you'll be welcome to a pour. Gan Canny

[@ItsBourbonNight]

@@davespratt1882 Thanks, we appreciate you watching all the way though! Best of luck if you do start your channel!

[@JK13A]

This is the only whiskey KZbin channel I watch and its for a reason. Everyone else is either super annoying (sorry), their videos are not compelling, or their videos are just way too long for me. Seriously enjoy the type of content you make and your takes on bourbon. Keep doing what you are doing.

[@Josh_Stringer]

Fun topic. A future idea is to video eating cereal or Fritos or soup. Put your mics right next to your cheek. That should eliminate any further questions as to why you edit out those sounds 😂

[@ItsBourbonNight]

@@Josh_Stringer 😂

[@LP23D6]

That was fun. DON"T WASTE MY TIME! LMAO Love you guys!

[@Brad-ic4bp]

You must do a good job because I never even noticed the edits occurred.

[@ItsBourbonNight]

@@Brad-ic4bp 😁Thanks! That’s makes me feel good!

[@ernestbragg7538]

I normally watch bourbon hunting videos for cities that I'm traveling to, just to go see what they have. I also like to know which stores are price gouging, and which ones are fair.

[@jasonkappel2630]

SLBs 30 min videos are very good and entertaining

[@jakedobbs9962]

Need to see some more reviews of the boujee-er bottles. Don’t really see y’all do that anymore. I’ve never seen it as a flex. I like to see the fancy bottle reviews… do a review of this year (2024) birthday bourbon. It’s the highest proof ever at 107. It’s gotta be great. But would like to hear your thoughts

[@ryanmitchell5733]

You earn a comment.

[@seanm4887]

Im just here for the magic spoon, weird screen print tshirts, zbiotics, and whiskey watches

[@josephthomas2226]

Love your videos. How many hours (on average) to make a single video for you? I HATE click bait titles, and I have never noticed you guys doing that, so thanks.

[@ItsBourbonNight]

Depends on the episode. I can get a Short & Sweet video done in about 4 hours but a video like a Flight Fights or a hunting video will take around 3 days. On more complicated episodes like the Know Your Distillery series that we mention in this video will take well over a normal 40 hour work week, more like 50 to 60 hours.

[@josephthomas2226]

@@ItsBourbonNight wow. I appreciate all the hard work! I hope it is worth it!

[@ItsBourbonNight]

@@josephthomas2226 It totally is when we get awesome comments like this!

[@robertsanden1347]

You not only need a directors cut but also lots of ultra slow motion Zach Snyder stuff.

[@ItsBourbonNight]

Agreed.

[@robertkelly664]

Nice video

[@Huskydog-zl9bm]

Hey I really liked Sara's hair in that older video That's a positive !

[@thomasaccuntius9946]

This was an intersting video, I never gave it much thought about how videos were made and edited for You Tube. I have seen other videos and they talk about editing and posting them. One question I have thought about in the Bourbon world is the MSRP of a bottle of bourbon. To start all bourbon starts with the grains, yeast, water , barrel and bottle. These cost's should be close in comparison to each other. Aging and taxes should be about the same with each distillery. So advance 7 years and its bottled. So at this point all costs should be about the same right? But one bottle for example Evan Williams is $25 but, a bottle of Weller SR is $35 then Blantons is $70. They are close to the same proof, age, and manufacturing costs but with a $50 price differance. Why? I am aware the longer a barrel is aged, the Angels Share increases, the amount left in the barrel decreases and taxes are still paid as if its full. But it seems there is such a wide range of prices in the 10 years and under categorey. COULD YOU EXPLORE THIS AND MAYBE EXPLAIN IT IN A VIDEO?

[@ItsBourbonNight]

Good question, and yeah, it would take a while to type it all out here so I think we will have to make a video about this. Thanks!

[@BrewtallyHonestBourbon]

Great video! Lots of value for a fellow content creator. Thanks for sharing. I would love to borrow some of your valuable time to learn more.😊

[@tonyaterno9628]

Your funniest video yet!

[@ItsBourbonNight]

Thanks!

[@jasonfields7628]

The curly hair is nice 🤩

[@877-MASH-NOW]

WHISKEY CHEERS 😎

[@MFLO1]

One question I do have is why is the "We'll be back after these messages" come after the messages/Whiskey Ambitions ad and not before it?

[@ItsBourbonNight]

@@MFLO1 That’s where we insert a mid-roll ad. We don’t know what the ad will be, we just tell KZbin to place it there and no where else in the episode. I guess if you have KZbin Premium you wouldn’t see the ads, though.

[@MFLO1]

@@ItsBourbonNight makes perfect sense. I don’t have premium and I don’t normally see an Ad there so I was confused

[@seanm4887]

Can you do a breakdown of the gross income between video's, sponsorship, website and miscellaneous within your llc?

[@ItsBourbonNight]

@@seanm4887 That might be a little too inside baseball for some people, but we’ll consider it!

[@windy_city_beerman]

🍻

[@clifflash7274]

hey, guys, what shirt is Sara wearing? Make bourbon great again? Cliff - Atlanta - Go Cats!

[@ItsBourbonNight]

That's the "Bourbon: America's Only Native Spirit" shirt. You can find it at WhiskeyAmbitions.com

[@markweber5297]

Very informative. Chad, ditch the hat. Who cares if you are balding. You always look nice Sarah.

[@shawnverizonverizon2598]

Balamce

[@IvIidnight]

Editing for time is appreciated, but when you do a tasting, you basically become a reaction channel. People want to see your reaction to having the whiskey in your mouth. (No Diddy) I agree with not hearing the smacking noises, but you could always just mute the audio. In a space where many companies pay for reviews (not even trying to hint at an implication towards y'all), your facial expressions agreeing with your vocal expressions helps build trust with viewers. How many reviewers gag then try to sell you on that bottle so that they maintain the possibility of working with that distillery in the future? (Again, not trying to imply anything, wouldn't be a subscriber if I were.) It is mostly a subconscious thing, as most don't realize they're picking up on it until something is off, but physical reactions matching up with words matters. I honestly don't care, I'm going to keep watching either way, but it's an actual thing with science and multiple studies behind it and figured I'd on the knowledge in y'all do.

[@ItsBourbonNight]

@@IvIidnight Good point. Most of the time there isn’t an over the top facial reaction one way or the other. When there is, I do include it in the video. Usually as a tighter shot of Sara or myself, or sometimes both of us one after the other. But most of the time the good stuff doesn’t happen until we start talking.

[@IvIidnight]

@@ItsBourbonNight Soo...again, I don't actually care if y'all keep it in or not, but no reaction tells you just much as a significant one. Y'all do a fantastic job of describing the experience, but again, it's a subconscious thing. Seeing is believing. For some, not seeing is not believing.

[@ItsBourbonNight]

@@IvIidnight Ah,okay, I see what you mean now.

[@johng5710]

I don't get why you edit that part out when you take a sip (and it's not just you lol)...your facial reactions tell a lot about your first impression of the whiskey. I personally like seeing that part and it doesn't really take that much more time, and it's a natural part of drinking whiskey.

[@ItsBourbonNight]

@@johng5710 The majority of the time there isn’t a facial expression change during that time. When there is, I leave it in the edit.

[@YoJimBo851610]

1st

[@WhiskyForBeginners]

I don't at all mind watching y'all evaluate what you've sipped. SLB Drinks leaves that in, and Beautiful Bourbon too, and neither channel is boring or disgusting. I don't mind judicious editing, which is what y'all do, though I don't find it necessary. What I absolutely hate, and y'all don't do, is have painfully obvious jump cuts every five or 10 seconds. That makes a video choppy and distracts me from what the guy's saying. To be honest, if I had to choose I would always pick something like my Thoroughly Amateur™️ videos over three minutes of nothing but highly professional jump cuts. Sara: "That's Mom, I'm Pop." 😂😂😂 15:07 I'm not burned out on hunting videos...because I rarely watch 'em. No one ever does a video hunting something that might be hard to find, but is less than $100. Here in Albuquerque Abasolo Mexican corn whisky is somewhat hard to find, but it's like $35, and the whiskey channels never do hunting videos in that price range. And it's the same with the list videos - except for SLB Drinks I can't think of anyone who sometimes does a list featuring "budget" whisky. And some channels seem to only do lists... One of the things I like about It's Bourbon Night is that y'all don't do lists all the time.

[@jasonkappel2630]

Chad chewing his cud drives me to exit the video when he leaves it in.

[@ashythedon]

Chad, cut the crap! We DO want to see you taste the whiskey and go through the process just as much as we want to see the liquid in the glass. When we tune in we set aside time so you’re NOT wasting our time by cutting out the process. Or add those moments at the end of the video and include bloopers. Which reminds me, add blooper reels to your videos. Good day to You and Sarah!