Episode #18
018 - Jason Rabinowitz - Proof of Concept
Jason Rabinowitz of Proof of Concept --- SUMMARY In this episode of Talk That Pod, Sebastian sits down with Jason Rabinowitz, co-host of Proof of Concept, a podcast that explores the world of beverage alcohol competitions through the stories of the founders and makers whose spirits have won at the highest level. Jason shares the personal origin story behind the show — rooted in his late father-in-law Anthony Dias Blue's founding of the San Francisco World Spirits Competition — and explains how the podcast has evolved from a simple "why did this spirit win" premise into a broader exploration of subjectivity, objectivity, and the craftsmanship behind excellence. The two dig into building a branded podcast that doesn't feel like an advertisement, the shift toward video and short-form clips in podcast discovery, cross-promotion, and how a "gatekeeper" industry might become more accessible to a wider audience. Jason also opens up about his background as a three-time Grammy-nominated musician and audio professional, and how that experience shaped the show's production. They close with a conversation about generational shifts in alcohol consumption and a rapid-fire round of podcast recommendations. --- IN THIS EPISODE 00:03 – Introduction and welcome to Jason Rabinowitz, co-host of Proof of Concept 00:34 – The origin story of Proof of Concept and the legacy of Anthony Dias Blue 02:11 – The evolution of the San Francisco World Spirits Competition and its global expansion 04:23 – Clearing up a mix-up with another Jason Rabinowitz and correcting the record on his background 05:06 – How Jason's music and audio production career shaped the podcast's production 05:48 – Why the show focuses on founders behind award-winning spirits 06:58 – The rigor, blind tasting process, and volunteer culture behind the competition 09:13 – How guests are selected and the role of co-host Toby Blue 10:00 – The show's shift toward exploring subjectivity versus objectivity in judging 13:47 – What the Tasting Alliance is and how Proof of Concept fits as a branded show 14:39 – Keeping a branded podcast from feeling like an advertisement 17:38 – Video, YouTube discovery, and treating a video podcast like a television show 19:18 – Thinking (or not) about short-form, clip-friendly content 21:06 – Tapping into existing spirits communities as a distribution channel 22:40 – Cross-promotion and going on other podcasts to grow the audience 23:18 – Defining success for Proof of Concept in the next one to two years 25:23 – Dream guests, celebrity spirit brands, and the "white whale" question 28:08 – The generational decline in alcohol consumption and why it may be cyclical 30:45 – The rise of non-alcoholic spirits and how the same judging principles apply 31:18 – Alcohol's long history and its role as a social lubricant 32:30 – Addressing the perception of gatekeeping and snobbery in the spirits world 35:14 – Developing a palate and the parallels to audio engineering vocabulary 36:52 – What makes podcasting unique as a medium 39:12 – Jason's three podcast recommendations 41:19 – Where to find Proof of Concept online --- RESOURCES & LINKS Proof of Concept Podcast The Tasting Alliance (parent organization) San Francisco World Spirits Competition History of Rock and Roll in 500 Songs (podcast recommendation) Freakonomics Radio (podcast recommendation) Heavyweight (podcast recommendation) Death, Sex & Money (podcast recommendation) A Bit Fruity with Matt Bernstein (podcast recommendation) Wow in the World (podcast recommendation) Flip and Mozi (podcast recommendation)
