How Noah Rothbaum Records the True Story of Booze, Bars & the People Behind Them
In this episode of Post Shift Podcast, I got real with Noah Rothbaum — editor, author, historian and one of the most respected voices in drinks writing. Between his roles at major publications and seminal books on spirits and cocktails, Noah has helped shape how the world reads about drinks. This conversation peels back the curtain on what it means to document the evolution of cocktails and whiskey with integrity, curiosity, and purpose.
A Scholar-Barman Turned Chronicler
Noah didn’t start as a writer about drinks — he began with a pen, a notebook, and genuine curiosity. Over decades, he’s carved out a niche combining deep historical research, global spirits knowledge and accessible communication. He’s served as the founding editor of a major drinks outlet and stood behind bylines that have elevated the conversation around cocktails, spirits, and bar culture.
For Noah, writing about drinks isn’t glamour — it’s stewardship. He approaches every vintage, recipe, and label like an archivist: cataloguing culture, preserving memory, and honouring the craft. As he puts it (paraphrased): we’re doing more than rating bottles or naming trends — we’re preserving history for the next generation.
Memory, Whiskey, and the Truth in the Bottle
A significant thread of our chat was about the evolving appreciation for whiskey — not just as a beverage, but as a story: of land, of people, of tradition and reinvention. Noah’s written extensively about American whiskey and, more recently, launched a compendium that digs into its global context.
He argued that whiskey — and cocktails by extension — are artifacts. They carry context, they reflect eras, they evolve with geography. Pouring a well-made whiskey isn’t just about taste: it’s cultural continuity. And if we lose that lens — if we only focus on hype or trends — we lose depth.
Journalism, Ethics & The Responsibilities of the Drinks Writer
We also talked about what it means to operate as a serious writer, in a world full of flashy content, fast consumption and saturated social media feeds. For Noah, credibility comes first. He stressed that writing about drinks demands honesty, rigour, and respect — not sensationalism or trend-chasing.
He warned against letting cocktail glamour overshadow real stories: the bartender’s labour, the distillery’s craft, the lineage behind labels. A good article, he said, should feel like a service — to history, to consumers, to the culture.
For Bartenders, Operators & the Curious Consumer — Takeaways
Whether you’re behind the stick or reading behind a screen, this episode landed some essential truths:
Know the glass you pour through history. Every bottle, cocktail, and flavour profile has context — tap into it, and let it inform your pours and conversations.
Storytelling elevates hospitality. Whether you run a bar, build a program, or just love drinks, understanding and telling stories gives drinks deeper meaning, not just flavour.
Integrity beats hype. In a world chasing “drops” and “limited editions,” long-term respect for craft and honesty goes further.
Writing is preservation. Good drink writing isn’t marketing — it’s documentation. And someday, future generations will read those pages to know where we were and what we valued.