Jack Maxwell’s Global Drinking Adventures: Exploring Culture, One Drink at a Time

For Jack Maxwell, drinking isn’t merely a pastime; it’s a passport to the world. As the host of Booze Traveler on the Travel Channel, Maxwell embarks on a spirited quest to discover the social essence of diverse cultures—one drink at a time. From sampling moss schnapps in Iceland to sharing a cup of spit-brewed beer in the Amazon, Maxwell’s experiences reveal the profound role alcohol plays in connecting people globally.

Growing up in South Boston, or “Southie,” Maxwell spent his youth shining shoes in neighborhood bars, a tough but formative experience. The colorful patrons of Southie introduced him to the magnetic, social magic of alcohol, offering stories that would later inform his world view. “I learned early on about alcohol’s ability to bring people together,” Maxwell reflects. “There’s something universal about how people unwind, celebrate, and reflect with a drink in hand.”

In each Booze Traveler episode, Maxwell travels far and wide, venturing into lesser-known corners of the world, from the bustling streets of Istanbul to the remote Himalayas. His mission is clear: to capture the essence of a place by tasting its unique spirits, beers, and wines, and to share a glimpse of local customs, stories, and history through each glass.

In the series premiere, Maxwell heads to Turkey, where the sight of a cold drink can be rare. Amid the rich layers of Istanbul, he hunts for the local spirit known as raki, a strong, twice-distilled drink from grapes and flavored with anise. “Many Turks don’t drink alcohol, but I saw it as an adventure—to find what drinks reveal about the people here,” Maxwell says. His hunt yields surprises, such as the use of poppies in potent homemade brews, dispelling his preconceptions about where to find hidden libations.

Among Maxwell’s most daring encounters are drinks that would daunt even the most seasoned of adventurers. In Mongolia, he samples a vodka distilled from camel’s milk, a beverage rich in tradition if not taste. In the Amazon rainforest, he is honored by an indigenous tribe with a “spit beer,” a ceremonial drink brewed using saliva to ferment local ingredients. “Who am I to say no?” he laughs. “These moments aren’t just about the drink—they’re about respect and the chance to experience something meaningful.”

The show also highlights the dramatic landscapes that serve as backdrops to Maxwell’s adventures. While in South Africa, he finds himself waking up on a savannah with giraffes, impalas, and zebras grazing nearby—what he calls “the perfect hangover cure.” In Iceland, he savors a moss-infused schnapps as he marvels at the country’s raw volcanic beauty.

Though comparisons to the late Anthony Bourdain are inevitable, Maxwell brings a lighthearted, intrepid spirit to his journeys. Booze Traveler isn’t just a show about exotic beverages; it’s a deeper dive into what drinking rituals reveal about humanity. “Sitting down and drinking with someone, I realized it’s a much smaller world than I thought. No matter where you go, we all love to raise a glass, whether in celebration or solace,” he shares.

Maxwell’s journey is as much a cultural study as it is a drinking expedition. Each sip, toast, and shared drink is a bridge to understanding, underscoring his belief that, indeed, it’s always 5 o’clock somewhere—and that somewhere, someone is waiting with a story to share.