Dee M. Robinson Is Leading a Bourbon Movement
Dee M. Robinson is not just creating bourbon—she’s building a legacy. As the founder of Good Trouble Bourbon, she is one of the few Black women shaping the future of the bourbon industry.
Inspired by the powerful words of Congressman John Lewis—“Get in good trouble”—Robinson launched her brand in 2018. Her goal? To craft bourbon that brings people together, sparks change, and tells meaningful stories.
“We believe bourbon is more than a drink,” Robinson said. “It’s a call to action and a call to gather.”
Women Are Redefining the Bourbon Industry
The bourbon world has long been male-dominated. But that’s changing fast.
Today, women make up about 30% of bourbon drinkers, and the number keeps rising. As more women join the bourbon scene, Robinson stands proudly at the front of this shift, showing that there’s room for everyone at the table.
The bourbon market is also booming. Experts predict it will hit 11 billion dollars by 2028, up almost 7% since 2024.
What Makes Good Trouble Bourbon Stand Out
Robinson spent five years working with an eighth-generation Kentucky master distiller to get the recipe just right. The result? A smooth, satiny bourbon with notes of vanilla and caramel, blended with a Nashville high-rye.
“Most people say they don’t like bourbon because of the burn,” Robinson explained. “I knew we could make something better.”
Her dedication has paid off. Good Trouble Bourbon won gold at the 2025 San Francisco World Spirits Competition, along with other top awards in New York. Forbes even named it one of the best bourbons under 50 dollars.
Giving Back to the Next Generation
For Robinson, Good Trouble isn’t just about great bourbon. It’s also about creating real change.
Part of the proceeds go to the Shine Your Light Foundation, which funds programs focused on equity, education, and youth leadership. Some of these programs include STEM education and golf fellowships for Black youth in Charleston, South Carolina.
“Kids need to see children that look like them,” said Robinson, who also sits on the PGA Foundation board.
She’s working to change more than just bourbon culture—she’s helping build a more inclusive world.
What’s Next for Good Trouble Bourbon
Since the first barrels were filled in 2018, Good Trouble has grown fast. It now ships to 40 states and can be found in stores across Chicago.
But Robinson is just getting started.
She plans to launch 7-year and 10-year limited editions of the bourbon. A special lemon-flavored bourbon, inspired by blues music, will also hit the market soon. This new release celebrates stories of hardship, strength, and resilience—just like the blues.
“The blues is rooted in storytelling and resilience,” Robinson said. “That’s the energy we want to honor.”
A Toast to Legacy and Leadership
Dee M. Robinson is doing more than selling bourbon. She’s rewriting the rules, challenging tradition, and empowering others to do the same.
One sip at a time, she’s proving that good trouble really does taste good.
