Well, it varies from time to time but my preferred bourbons are Woodford Reserve, Basil Hayden, Four Roses and Buffalo Trace, not necessarily in any order.

I, and most of my tasting friends, find that lower alcohol brands (i.e., 80 proof Basil Hayden) sometimes offer fuller and more complex flavours. For tastings, we sip everything neat, but many of us sometimes add a "small" ice cube (not crushed) when enjoying a social drink.

What we've happily discovered over 4-5 years (8-10 formal tastings and many informal ones), is the vast flavour and texture differences between brands. While such distinctions are famously well known amongst scotches and ryes, bourbons are only lately gaining a similar reputation.

Underlying all of this, of course, is personal taste and preference and the good natured smack-talk and camaraderie that comes with sharing bourbon and stories.