There are hundreds of bourbon brands competing for your attention these days. Some have elaborate bottles, fancy labels, celebrity endorsements, and marketing campaigns designed to convince you that their whiskey is something special.
Then there’s a whiskey brand called Ass Pocket Whiskey. Yes, you read that correctly.
Ass Pocket Whiskey, better known as APW, might have one of the most unusual names in the bourbon business. But behind that memorable name is a serious appreciation for good whiskey, a legendary musician, and a philosophy I can certainly appreciate. Bourbon should be enjoyed, not simply collected.
I recently attended two different public bourbon events and APW was brought to my attention at both. I was intrigued enough to purchase some to investigate, and I was not disappointed.
The two bottles I sampled were their 92-proof straight bourbon whiskey and a limited release called The Search, a 107-proof collaboration between APW and DWP.
Let’s take a closer look at the story behind this brand and what makes these two bourbons interesting.
The Story Behind Ass Pocket Whiskey
Ass Pocket Whiskey was founded by Derek Trucks, one of the most accomplished slide guitarists in modern music. Trucks is widely recognized for his work with the Allman Brothers Band and the Tedeschi Trucks Band, which he leads alongside his wife, Susan Tedeschi.
But his appreciation for bourbon developed long before he decided to put his name behind a whiskey brand. Traveling the country as a musician introduced Trucks to whiskey, particularly the rich bourbon traditions of Kentucky and the American South.
The name Ass Pocket Whiskey comes from an expression associated with old Mississippi Delta blues culture. Musicians sometimes referred to a flask carried in a back pocket as an “ass pocket.” It was whiskey you carried along for the ride, whether that meant enjoying some music, spending time with friends, or simply celebrating the moment.
Trucks also referenced the blues musician R.L. Burnside and his 1996 album “A Ass Pocket of Whiskey” when discussing the inspiration for the brand.
And suddenly, that unusual name begins to make sense.
A Different Approach to Bourbon
What I find particularly interesting about APW is its philosophy. The bourbon industry has spent years encouraging consumers to chase limited releases, collect rare bottles, and sometimes pay outrageous secondary-market prices.
APW takes a different approach. Rather than treating whiskey like a museum piece, the company wants people to open their bottles and enjoy what’s inside.
Many of its releases come in 200ml bottles, considerably smaller than the traditional 750ml bottle. These smaller bottles make it possible to sample interesting whiskey without committing to a full-size purchase. Of course, smaller bottles don’t necessarily mean inexpensive whiskey when you calculate the cost per ounce. But the concept is intriguing.
The brand was developed in conjunction with Spirits of the Night, a company involved in collaborations between artists and spirits brands. APW’s early releases featured carefully selected, sourced Kentucky bourbon rather than whiskey produced at a distillery owned by Derek Trucks. Trucks has discussed his interest in discovering exceptional barrels from established whiskey producers and bringing them to consumers under the APW label.
For someone who has sampled hundreds of bourbons over the years, I appreciate the idea of putting the whiskey first. But an interesting story only gets you so far.
Eventually, you have to open the bottle.
APW Original Straight Bourbon Whiskey – 92 Proof
APW Original blue label
Straight Boubon Whiskey 92 proof | 46% ABV. This whiskey was distilled in Indiana and bottled by APW in Georgetown, Kentucky. There is no age statement.
The brand’s regular expression, marketed as an approachable bourbon for everyday occasions.
APW Original is the brand’s year-round offering. According to APW, the current Original expression is an eight-year-old straight bourbon bottled at 92 proof. The distinctive denim-blue packaging fits the brand’s relaxed image. This isn’t a bourbon designed to sit behind glass in somebody’s whiskey collection.
It’s intended to be opened and enjoyed. I am always skeptical of celebrity endorsed spirits. However, both APW bottles surprised me in a positive way.
On the nose a touch of baking spice. A little grain sweetness provides some sweet syrup.
On the tasting, it was sweeter than expected. A very smooth and pleasant drinker. Caramel, vanilla, and a candy-like note. On the finish, it was short to medium but very pleasant.
APW Straight Bourbon Whiskey delivered more than I expected. It is a great “pocket” sipper.
APW & DWP – The Search, Lot No. 7 – 107 Proof
The Search – Release No. 7 APW and DWP collaboration
107 proof | 53.5% ABV This is a limited-release straight bourbon with a disclosed mash bill. Distilled, produced, and bottled by APW in Georgetown, Kentucky. There is no age statement.
The second bottle takes us in a slightly different direction.
APW teamed up with Danny Wimmer, the concert promoter and founder of Danny Wimmer Presents, better known as DWP. Wimmer’s company is associated with major music festivals, including Bourbon & Beyond in Louisville, Kentucky.
When you combine a celebrated musician, a major concert promoter, and a shared appreciation for good bourbon, a whiskey collaboration seems like a natural fit. Their first collaboration, The Search, appeared as APW Release No. 4 in 2025. That expression featured a 10-year-old bourbon bottled at 107 proof.
The partnership continued with Release No. 7, another 107-proof bourbon, but with its own identity.
First of all, this whiskey is bolder than the first. The higher proof combined with some very unique flavors. Apricot, hints of cardamom and cinnamon, and overall, very pleasant.
Very nice mouthfeel and a longer finish. This is truly a very appealing bourbon to The Bourbonfool.
Two Bourbons, One Philosophy
Although these two bourbons occupy different places in the APW lineup, they share the same basic idea. Good bourbon is meant to be enjoyed.
The 92-proof Original represents the everyday side of the brand, while the limited-release 107-proof The Search is aimed at enthusiasts looking for something a little different.
I also like the connection between bourbon and American music history.
Whiskey and music have shared a long relationship, particularly in the blues traditions of the American South. The fact that Derek Trucks chose to build a whiskey brand around that connection gives APW a story that goes beyond simply attaching a celebrity’s name to a bottle.
That doesn’t automatically make it great whiskey, of course.
I’ve sampled enough celebrity-backed bourbon to know that a famous name on the label doesn’t guarantee anything about what’s inside. In fact, there have been some great celebrity whiskey failures. But I appreciate what APW is trying to accomplish and their whiskey is very drinkable. Note that both bottles are 200 ml and sell in the range of $18 to $40 per bottle. It is not available in all states.
And after sampling them, I might just have to find a little extra room in my back pocket.
Cheers!
