Spirit Quest with Jack Maxwell: Cocktails, Culture & Connection
By Don Billings | August 14, 2025
From the Emmy-nominated host of Booze Traveler, Jack Maxwell embarks on a spirited journey across America—and beyond—exploring culture, history, food, and people, all through the lens of a cocktail glass.
Sammy Hagar and Jack Maxwell. Photo Credit: Meredith Thomas.
Jack’s back—and he’s hittin’ the road! From sea to shining sea, he’s embarking on a brand-new adventure in search of the heart, soul—and yes—the spirit of America, all seen through the lens of a cocktail glass. But this isn’t just about the drink. It’s about the stories, traditions, and people that make each sip a window into a way of life.
My connection to this new journey started a few years ago when I fell in love with Jack’s hit Travel Channel series, Booze Traveler. His curiosity, warmth, and quick wit clearly deserved another chapter. So, I decided to produce that next chapter myself—and Spirit Quest was born.
A New Chapter for the Booze Traveler Host
Spirit Quest with Jack Maxwell is an immersive, documentary-style travel series that blends culture, history, and hospitality. Every episode is built on the universal language of food and drink—tools for opening doors, sparking conversation, and sharing the human experience. Jack travels from city to city with curiosity, humor, and genuine engagement to reveal the fascinating truths behind the people he meets, the places they cherish, and the flavors that tell their stories. From backroad bars to bustling festivals, from centuries-old rituals to modern twists, this is more than a travel show, it’s an exploration of the human spirit, one drink at a time.
Through the universal language of hospitality, Spirit Quest reveals the true “spirit” of the American people, stories steeped in history, culture, and the connections that draw us together. The series honors Jack’s legacy from Booze Traveler while expanding its scope for a streaming-era audience hungry for authenticity and connection.
San Diego Pilot Episode: A Coastline of Cultures
The debut 42-minute pilot, San Diego: A Coastline of Cultures, drops Jack into the vibrant cultural mosaic of San Diego, California. From tiki bar cocktails with Polynesian roots to craft beers brewed with a Baja twist, Jack explores the city’s deep ties to both land and sea. He meets chefs preserving indigenous traditions, joins bartenders shaking up modern interpretations of old-world drinks, and dives into the stories of the people who make San Diego’s hospitality scene one of the most dynamic in the country.
Along the way, Jack uncovers the unexpected: why Southern brides “bury the bourbon” before their wedding day, how Inuit communities in Canada preserve ancient alcohol-making traditions, and which mischievous local persuaded him to drink with mariachis in Mexico before joining a waiter race—all while balancing trays of tequila.
Watch the pilot episode of Spirit Quest below!
Awards, Recognition, and What’s Next
Since completing the pilot, Spirit Quest has earned notable recognition:
- Best TV Host – Silicon Beach Film Festival (Spirit Quest with Jack Maxwell)
- Official Selection – Studio City Film Festival
- Official Selection – Silicon Beach Film Festival
- Official Selection – Campinas Film Festival
- Best Pilot Winner 2024 – A Royal Chance Film Festival
- Best Host – NYC Web Fest
- Best Documentary – Monrovia Film Festival
- And now, it’s even under consideration for a Daytime Emmy®.
Industry Feedback and Partnership Opportunities
This pilot serves as a proof-of-concept and a social experiment— a way to see if there’s enough interest within our industry to warrant a complete rollout of the series. We are testing audience appetite for a fresh, contemporary take on a beloved travel format and welcome feedback from industry professionals.
We’re inviting feedback from industry leaders like you:
- On-Premise Operators – Bars, restaurants, hotels, and resorts
- Off-Premise Operators – Retailers, distributors, event venues
- Brand Suppliers – Spirits, wine, beer, non-alcoholic beverages, and hospitality brands
As an independent production, Spirit Quest is agile, adaptable, and open to creative partnerships, brand integrations, and location sponsorships. If you’d like to connect, please reach out to Don Billings at don.billings@imiagency.com.
About Don Billings
Don Billings has spent over 50 years immersed in the world of hospitality, mastering every corner of the business along the way. Based on Saint Simons Island, Georgia, he is the Founding Partner of IMI Agency, Publisher of in the Mix magazine, and Producer of the travel and culture series Spirit Quest with Jack Maxwell. From collaborating with top brands and properties to championing the stories behind food and drink, Don’s career is fueled by a simple passion: celebrating great drinks, compelling stories, and the people who make them unforgettable.
