Good Trouble Bourbon, founded by Chicago entrepreneur and social impact advocate Dee M. Robinson, seeks to blend whiskey with social advocacy.

“Good Trouble Bourbon is more than a drink—it’s an experience designed to spark dialogue, connection, and change,” Robinson said in a news release. “We set out to create a great-tasting bourbon that not only meets the highest standards of quality but is also a catalyst for meaningful conversations and positive change. Every sip is a reminder that small actions can drive significant impact.”

By using bourbon as a tool to bring people together, Good Trouble Bourbon strives to live up to its name—fostering dialogue, connection, and progress. A portion of proceeds supports the Shine Your Light Foundation, a 501(c)(3) non-profit that supports inclusivity, equity, and tolerance through community-driven initiatives.

Robinson’s experience in the food and beverage industry led to a deep appreciation for Kentucky bourbon. Her journey began nearly a decade ago at a tasting, where she became captivated by the spirit’s complexity. She started collecting bottles, took courses, and visited distilleries to immerse herself in the craft. 

Determined to create a bourbon with a purpose, she collaborated with 8th-generation master distiller Jacob Call, and designed a label featuring a diverse, global representation of Lady Liberty with her torch astride a charging bull — representing unity, resilience, and the power of speaking up for justice and inclusion. 

Next, Robinson brought Good Trouble to competitions, earning the industry’s highest awards, and securing key distributors.

Good Trouble Bourbon is now available in 40 states for purchase online and at select retailers in Illinois. To learn more, visit www.GoodTroubleBourbon.com.

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