The Willy Wonka of the Midwest: Dan Abel Jr. on Pairing Chocolate with Spirits

Behind the Pour

Dan Abel Jr. runs two of the most respected chocolate businesses in St. Louis: Bissinger's, a confectionery brand with roots in France dating to 1668 that has been in St. Louis since 1927, and the Chocolate Chocolate Chocolate Company, a retail chocolatier with multiple storefronts. His knowledge of how chocolate interacts with other flavors — including spirits — is as deep as anyone Crystal and Roger have had on the show. The 'Willy Wonka of the Midwest' conversation explores the art of pairing two of the world's most complex flavor traditions.

What You'll Discover

• The pairing principles that actually work: Dan explains what makes a chocolate and spirits pairing work at a sensory level — matching intensity, contrasting sweetness levels, using bitter dark chocolate to cut through alcohol heat. The logic is different from wine and chocolate pairing, and Dan explains why.
• Chocolate and bourbon is the natural home: Vanilla, caramel, and oak notes in bourbon create what Dan calls a 'confirming' pairing — the flavors reinforce each other rather than contrast. He explains how to lean into that and when to introduce tension through dark chocolate.
• Chocolate and tequila: Blanco tequila's herbaceous, citrus-forward character creates entirely different dynamics than aged spirits. Dan's blanco pairing recommendations are counterintuitive — lighter milk chocolate rather than dark, to let the agave breathe.
• Rum and chocolate as natural partners: Both sugarcane-adjacent in origin. Agricole rum's tropical fruit notes pair with fruit-forward chocolates; Jamaican rum's funky ester character works with dark chocolate's bitterness. Dan explains the chemistry in terms Crystal and Roger can taste-test on air.
• Dark vs. milk vs. white chocolate — when each works: Cocoa percentage changes everything. Dan's rule: dark chocolate is the most versatile pairing chocolate for spirits because its bitterness balances sweetness in the spirit; milk chocolate is for high-proof or agave-forward expressions; white chocolate is a special case.
• Bissinger's history and philosophy: 325 years of chocolate production, with roots in France and a century in St. Louis. Dan's philosophy is that a great chocolate, like a great spirit, should be understandable and memorable on its own before you start pairing it.

A Moment of Pourspective

Great pairing is not about finding flavors that agree with each other. It is about finding flavors that make each other more interesting. The right piece of chocolate does not compete with a bourbon — it opens a door in the bourbon that was already there.

Explore the Conversation

The Dan Abel Jr. episode is TLC at its most cross-disciplinary — a spirits conversation with someone whose expertise is chocolate, and the intersection is surprisingly rich. Crystal and Roger are genuine students in this episode; Dan's knowledge of flavor interaction goes beyond what most spirits specialists cover. The bourbon and chocolate pairing segment is the episode's most actionable section. Dan walks through specific pairings — bourbon with caramel ganache, peated Scotch with 72% dark chocolate, blanco tequila with a milk-chocolate citrus truffle — that listeners can try at home without special equipment. Bissinger's history is the episode's most resonant backdrop. A brand that has survived 325 years through multiple continents and cultural shifts is a parallel to the best spirits brands — longevity requires consistency, quality, and the ability to tell a story that each new generation can find relevant.

Frequently Asked Questions

• What is Bissinger's? Bissinger's Handcrafted Chocolatier is a confectionery brand founded in France in 1668 and based in St. Louis, Missouri since 1927. Dan Abel Jr. is its president.
• What is Chocolate Chocolate Chocolate Company? Chocolate Chocolate Chocolate Company is a retail chocolatier in St. Louis, Missouri, founded by Dan Abel Jr. with multiple storefront locations.
• What spirits pair best with chocolate? Dan's general framework: bourbon pairs with caramel and milk chocolate, dark chocolate pairs with peated Scotch or aged rum, and tequila blanco pairs with lighter milk or citrus-infused chocolate. The key principle is matching or constructively contrasting intensity levels.
• Do I need expensive chocolate to pair with spirits? No — Dan's advice is that clarity of flavor matters more than price point. A well-made chocolate with a distinct flavor profile pairs more effectively than a generic expensive one.

Episode at a Glance

• Guest: Dan Abel Jr. (president, Bissinger's; founder, Chocolate Chocolate Chocolate Co.)
• Hosts: Crystal and Roger
• Runtime: 32 minutes, 10 seconds
• Category: Spirits Education
• Topic: Chocolate and spirits pairing, Bissinger's history, flavor interaction principles