Drunken Unicorn
Let’s find your unicorn together.
Two retired military officers. Two career educators. An MBA and a historian.
Building your bourbon experience together — and helping you find your unicorn.
What we do
A traveling bourbon education experience
that builds brand appreciation through sensory discovery.
We’re not a podcast. We’re not a tasting company. We’re educators who travel — running pop-ups at liquor stores, activations at bars, private tastings, and brand events. The goal isn’t to sell you the rarest bottle. It’s to share what we’ve learned so the right one finds you.
Three paths
Pick your lane.
Attend an Experience
Pop-ups, bar activations, private tastings. Show up, sip slow, learn how to read a bottle.
Hire Us for Your Brand
Liquor store, bar, distillery? We come in as educators, not promoters. Your customers leave with a story.
Explore the Podcast
Long-form conversations on Chasing the Unicorn — distillers, blenders, the people inside the bottle.
Find Your Unicorn — five classes.
Sensory before vocabulary. Shopping eye built one variable at a time. Label literacy as the close. Each class works on its own; the arc is where the learning compounds.
The Hunt, by the Numbers
Distillery counter
2,824
Distilleries on the map
22
Visited
2,802
Still to go
Live count from the road. Pulled from Chasing the Unicorn.
The two of us.
Two career educators who happen to be Certified Executive Bourbon Stewards — not the other way around. The pedagogy comes first. The bourbon comes second. That order is the whole game.
John F. Schuster
Founder · Lead EducatorTwenty-six-plus years across the Navy and Army, retiring as a U.S. Army Major. Executive Bourbon Steward, with advanced industry coursework from Moonshine University. MBA, Darla Moore School at the University of South Carolina.
Shauna N. Hann
Co-Founder · Educator-in-ChiefTwelve-plus years of graduate-level adult teaching at West Point, the Army Sustainment University, and the Command and General Staff College — named 2025 Department Educator of the Year. Executive Bourbon Steward. M.A. History, The Ohio State University.
The Sister Brands
Two ways into bourbon.
Drunken Unicorn
Show up and taste. Five classes, brand partnerships, and pop-ups on the road. This is where bourbon stops being a guess and starts being a method.
Chasing the Unicorn
Pour something and listen. The podcast, a free daily companion, an industry brief on Patreon, and an app on the way — long-form conversations and short-form depth from the people inside the bottle.