Good Trouble Bourbon has won gold at the 2025 San Francisco World Spirits Competition. The brand also earned gold and silver awards at the New York International Spirits Competition. Forbes Magazine named it one of the best bourbons under $50.
Founder Dee M. Robinson created the brand in 2018. She wanted to honor Congressman John Lewis and Dr. Martin Luther King Jr. The name comes from Lewis’s famous call to “get into good trouble.”
Women now make up 30% of bourbon drinkers, and that number keeps growing. Robinson stands as one of the few women of color leading this change in the industry.
Award-Winning Bourbon Recipe Takes Five Years to Perfect
Robinson worked with an 8th-generation Kentucky master distiller for five years. Together, they crafted a unique recipe using Nashville high-rye bourbon. The result delivers smooth vanilla and caramel notes without the heavy burn.
“I believe that more people would learn to love bourbon like I do if they actually had an opportunity to drink really great bourbon,” Robinson explained. She wanted to create something “smooth and satiny” that would appeal to new bourbon drinkers.
The careful attention to recipe development has paid off significantly. The bourbon now ships to 40 states and can be found in Chicago retailers.
Bourbon Market Growth Creates New Opportunities
The bourbon market is projected to reach $11 billion by 2028. This represents nearly 7% growth since 2024. The demographic of bourbon drinkers is also shifting rapidly.
According to Bourbon Real Talk, women represent 30% of current bourbon consumers. This growing segment presents new opportunities for brands like Good Trouble. Robinson’s approach specifically targets this expanding market.
The cultural resurgence of bourbon has created space for diverse voices. More women and people of color are entering the industry as both consumers and entrepreneurs.
Good Trouble Foundation Supports Black Youth Programs
Good Trouble Bourbon gives back through the Shine Your Light Foundation. A portion of all proceeds supports youth opportunity and equity initiatives. The foundation focuses on community-driven programs that create real change.
Robinson has invested in STEM programs for underrepresented youth. She also funds golf fellowships in Charleston, South Carolina. These programs pair people of color with youth from similar backgrounds.
“Kids need to see children that look like them,” said Robinson, who serves as a PGA Foundation trustee. The foundation works to increase diversity and inclusion in golf. “In my lifetime, I had to see it to believe it.”
Social Impact Drives Brand Mission and Values
Robinson describes her bourbon as “more than a drink.” She calls it “a call to action and a call to gather.” The brand focuses on connection, conversation, and positive change.
Each bottle serves a dual purpose beyond enjoyment. The bourbon acts as a tool to support higher purposes in the community. This social mission sets Good Trouble apart from traditional bourbon brands.
The company actively works to rewrite the industry’s future. Robinson wants to include more voices, stories, and seats at the table for underrepresented groups.
Future Plans Include Limited Edition Releases
Good Trouble’s flagship bourbon ages for at least four years. However, Robinson’s team is preparing limited 7-year and 10-year editions. These premium releases will showcase the brand’s aging capabilities.
A new limited edition will celebrate blues music this summer. The lemon-flavored bourbon honors the storytelling and resilience found in blues traditions. “When you think about what the blues is rooted in, it’s storytelling and resilience,” Robinson noted.
The company continues expanding its retail presence beyond online sales. Since launching in 2018, Good Trouble has grown from a single barrel to national distribution across 40 states.
