Bourbon sales booming in London

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5th March, 2014 by Lucy Shaw Sales of Bourbon are booming in London bars and restaurants, fuelled by a spike in American-themed new openings in the capital.

Recent additions to London’s burgeoning restaurant scene, including The Lockhart in Marylebone, Jackson & Rye in Soho and Steam & Rye in the City are helping to shine a light on Bourbon and rye with strong offerings of each spirit.

Racing-themed bar The Whip meanwhile, which recently opened in Mayfair, goes one step further by honing in on Bourbon-based classic cocktail, the Mint Julep.

“I thought there was a gap in the market for a bar that focuses on an unsung cocktail that deserves a light to be shone on it,” co-founder James Chase told db.

To meet the growing demand for small batch Bourbon in the UK, last month Jim Beam released a 12 Year Old expression onto the market priced at £40 a bottle.

“Interest in the category is at an all-time high, so it’s an exciting time to be introducing this ultra-premium small batch Bourbon in the UK,” said Eileen Livingston, marketing controller for imported whiskey at Maxxium UK.

Greg

My name is Greg, and I’m a brand strategy consultant, writer, speaker, host and judge specialising in premium spirits. My mission is to experience, share and inspire with everything great about whisky, whiskey, gin, beer and fine dining through my writing, my brand building and my whisky tastings.