Mike Cheney of Win, Place & Show: Preserving Tradition, Pouring Something New
Long before Mike and Denni Cheney owned Win, Place & Show, they were customers who appreciated what made the iconic Ruidoso honky-tonk special. Established in 1956, the legendary watering hole had already spent decades serving up live country music, cold drinks, and good times for locals and visitors alike.
When the opportunity arose to purchase the business in 2018, the native New Mexicans didn’t hesitate.
They understood that Win, Place & Show was more than a bar. It was a gathering place. A place where stories were shared across the bar, where friends met on the dance floor, and where generations of customers had created memories over nearly seven decades.
Mike and Denni were determined to preserve that legacy while adding their own signature touch.
For Mike, that meant bourbon. Lots of it.
A longtime enthusiast, Mike immersed himself in the world of bourbon and, in 2019, earned the distinction of becoming New Mexico’s only certified Bourbon Steward. The certification reflects extensive knowledge of bourbon production, history, tasting, and stewardship, but for Mike it was never about collecting credentials. It was about pursuing a passion and sharing it with others.
Each year, he travels to distilleries across the country to personally hand-select single barrels and exclusive store picks. Rather than relying on distributors to decide what arrives on the shelf, Mike seeks out unique and hard-to-find expressions that bourbon lovers often can’t find anywhere else in New Mexico.
His goal was straightforward: establish Win, Place & Show as the premier destination for exceptional bourbon in the state.
Today, visitors still come for everything that has made Win, Place & Show a Ruidoso favorite for generations. The live music still fills the room. The dance floor remains busy. The welcoming atmosphere continues to draw regulars and first-time visitors alike.
But now another community has discovered the historic venue.
Bourbon enthusiasts travel from across New Mexico and beyond to sample rare selections, attend tastings, and explore one of the state’s most unique bourbon collections.
For Mike, the evolution feels natural.
The heart of Win, Place & Show hasn’t changed. It remains a place where people gather, celebrate, and connect. The bourbon simply adds another chapter to a story that began nearly seventy years ago.
By honoring the traditions that built the business while introducing something uniquely his own, Mike is helping ensure that Win, Place & Show remains a Ruidoso landmark for years to come.
WIN, PLACE & SHOW
Website: www.winplaceandshowbar.com
Address: 2516 Sudderth Drive, Ruidoso, NM 88345
Phone: (575) 257-9982