The existence of this show surprised me. While watching the show, I wondered if Jim pulled a Ryan Reynolds or [insert celebrity name here], but with bourbon? This is one of the funniest generic ads for a specific product type I've seen. As Jim does state that he has not partnered with a bourbon company (which may or may not be true, although he doesn't shill a specific brand), my mind moved on to wondering if the show was commissioned. I'm still trying to wrap my mind around the fact it exists. As an aside, there's a complementary video via Sotheby's (the auction house) in which Jim allegedly drinks rare bourbon while offering insightful commentary such as, "this is good" and "yummy". This video features clips from The Bourbon Set. This show may draw a 2026 parallel of sorts to learning of weird commercials celebrities did in other countries back in the day when the world wasn't so small.

A few good jokes in this one, very light comedy, though I couldn't not think that he was impersonating Frank Gallagher for some obvious reason