Jeremy Kasler

Bourbon demand continues outside U.S.

British politician and novelist Benjamin Disraeli once said, “Like all great travelers, I have seen more than I remember and remember more than I have seen.” This quote has always resonated with me, and in thinking about the expanding bourbon industry, I can say without hesitation that in the past couple of years, the more I travel outside of the United States, the more I have seen growing interest in bourbon worldwide.

And this should continue as brands reach far and wide to attract new consumers. 

It is no secret that scotch is leading the overall whiskey category in sales, but if bourbon can carve out its own piece of the whiskey pie, then the future of bourbon looks promising. 

New Bourbon Experiences

In May of 2024, the popular American bourbon distillery Buffalo Trace opened a satellite location in London, England, as a way to bring that Kentucky hospitality and love of bourbon to the UK. Located in the Covent Garden area, the new spot offers tasting experiences, blending workshops and more. 

“Our aim is to inspire visitors to broaden their palates, and perhaps their cocktails, and we’re hopeful after learning about bourbon and tasting it, they will add it to their drink list,” said Jake Wenz, CEO and President at Buffalo Trace Distillery, in a news release prior to the opening. 

Similarly, in 2022, premium bourbon brand Woodford Reserve opened a pop-up lounge at the Charles De Gaulle Airport in Paris. The idea was to push the brand’s reach further and market to people who may not be familiar with their bourbon. 

“It’s an interactive way to introduce consumers to Woodford Reserve with a Parisian twist, elevating the travel shopping experience to new levels,” said Woodford Master Distiller Chris Morris in a news release at the time.

Bourbon Bars Abroad

If you’ve traveled anywhere in the last decade or so, chances are you’ve found a whiskey bar with hundreds of offerings of all styles. These whiskey libraries are gaining in popularity all over the world, and they give both local and traveling consumers an opportunity to try bourbons they likely wouldn’t have access to otherwise.

Some of my favorites when I’m visiting family in England are Bar Swift Soho, The Lexington (which gives a nod to Kentucky, the birthplace of bourbon), Artesian, The Connaught Bar, and the all-encompassing Bull in a China Shop.

Some of these whiskey bars are more casual and low-key, while others incorporate immaculate décor that suggests a more upscale feel. Even Architectural Digest wrote about some of these more lavish establishments a couple of years back.

When I’m traveling, I’ve encountered the gamut of whiskey bars, and each one is unique in its own way. But they all have one thing in common: They share the love of whiskey. Whether you’re there alone or with friends or family, you can take a seat at the bar and talk whiskey to anyone from the bartender to the person sitting next to you.

If you find yourself in Paris, be sure to stop by the Golden Promise, a hidden whiskey gem located underground. If you’re in Ireland, check out The Shelbourne Bar in Cork, which not only has great Irish coffees but also an extensive offering of whiskeys from around the world — and pages of flight options for you to start.

In Japan, I spent some time at the Bar Zoetrope and Bar Benfiddich in Tokyo to dip my toe into the Japanese whisky category, and I found a great selection of bourbons at Bar Cordon Noir in Kyoto.

I could go on and on with whiskey bars all over the world — and I haven’t even mentioned my favorites in Scotland, Australia, Switzerland, Mexico or Canada yet. But the point is, bourbon is appreciated and coveted far and wide, and no matter where you are, chances are you can find a place that serves it just how you like it.

Bourbon Forward

Looking ahead to 2025, despite the looming tariffs, bourbon industry experts agree that it should be another great year for growth and overseas expansion. According to a recent piece in The Lane Report, “By leveraging innovation, sustainability, and expanding its global footprint, the bourbon industry is poised to solidify its status as a leader in the spirits world. For enthusiasts and producers alike, the future of bourbon has never been brighter.”

Let’s toast to that. 

Leave a Reply