Joe Gruss and Bourbon Battles: A Journey into Whiskey

In 2020, while many were navigating a world turned upside down by COVID-19, Joe Gruss embarked on a path that would redefine his connection with the community and his passion for whiskey. Today Gruss is the creator of Bourbon Battles, a successful YouTube channel that celebrates the shared joy of whiskey, bringing people together over a good pour and meaningful conversations.

The Origins of Bourbon Battles

Gruss’s love for whiskey started back in college, but the journey to Bourbon Battles began in earnest with a simple whiskey tasting at a friend’s house in 2020. That experience sparked a deeper appreciation for rare bottles, leading Gruss and his wife to start building a collection. Around the same time, the pandemic forced him to adapt professionally. His office closed, and face-to-face client meetings were no longer an option. To maintain contact with his clients, he started a professional YouTube channel called Contractor’s Corner.

This initial experience with content creation made Gruss realize how accessible YouTube could be. Soon after, while chatting with a friend, he had the idea to create a whiskey-focused channel. Armed with nothing more than his iPhone and a $1.99 app, Bourbon Battles was born – a testament to how passion and resourcefulness can bring creative ideas to life.

The Philosophy Behind Bourbon

For Gruss, bourbon isn’t just about the drink; it’s about the people and the experience. He emphasizes that whiskey is not meant to sit unopened on a shelf. “No matter the price, the first thing I’m excited to do is open it and share it with people,” he says.

He believes that the real magic lies not in the price of the bottle, but in the memories made while drinking it. “The difference between a $1,000 bottle and a $15 bottle isn’t much in quality,” he says. “It’s about the experience you’re having while drinking it and who you’re sharing it with.” Whether it’s a rare find or a $20 bottle, Gruss finds joy in sharing these moments, much like sharing a cigar with someone.

A Deep Dive into Whiskey

Gruss and his wife frequently travel to Kentucky to tour distilleries and delve into the science of whiskey making. His wife, a microbiologist by education, appreciates the technical aspects of the process, even though she’s not a fan of bourbon herself. Gruss is particularly fascinated by the juxtaposition of old and new distilling techniques, marveling at how traditional methods still produce exceptional whiskey.

His explorations have also led him to local whiskey culture, including joining a bourbon club started by Butch Rhorer in Franklin called Bonded in Bottle. Through this club and events like tastings at the Elks Lodge, Gruss has forged connections and built a sense of community around a shared love for bourbon.

The Growth of Bourbon Battles

Gruss’s YouTube channel is fueled by authenticity. He films one to two videos a week, often without preparation or rehearsals, preferring to let his passion guide the content. His natural approach resonates with viewers, as evidenced by moments like being recognized by a fan while vacationing in Mexico.

A highlight of Bourbon Battles was its advent series, when Gruss shared 60-second videos leading up to Christmas. These quick, engaging snippets allowed viewers to learn about different bourbons in a fun and accessible way. His primary focus is on providing value to his audience and educating them about bourbon without overwhelming them. One of his key messages is that whiskey doesn’t have to be expensive to be enjoyable. “You don’t have to chase after hard-to-find bottles,” he says. “There are plenty of good, quality whiskeys that you can grab off the shelf, share with your friends and have a great time.”

Looking Ahead

Gruss’s involvement in the local community extends beyond his YouTube channel. He has collaborated with Johnson County’s Haberdasher Distillery and has been invited to speak at events like a recent charity bourbon tasting at the Elks Lodge, which he describes as a huge success. He is excited about the potential to expand his events, particularly into the corporate world, where he hopes to lead bourbon tastings and classes. To contact Gruss for such an event, you can email him at bourbonbattlesblind@gmail.com

While Bourbon Battles is currently a hobby, Gruss is open to making it a more lucrative venture in the future. For now, he balances his passion for whiskey with his work and family life, cherishing the connections and experiences that bourbon brings. You will be able to find Gruss and Bourbon Battles at the 2025 Raising Spirits event, which raises money for local Johnson County charities.

A Message to the Community

Gruss wants the community to know that enjoying bourbon doesn’t have to be intimidating or costly. “Drinking bourbon is fun,” he says. “Do it with your friends, do it responsibly, and don’t drink and drive.”

Through Bourbon Battles, he has created more than just a YouTube channel; he’s built a platform that celebrates the joy of shared experiences, the craftsmanship of whiskey, and the power of community. As he looks to the future, Gruss remains committed to his mission: bringing people together, one bottle at a time.