Buffalo Trace Distillery Brings Bourbon to the Brits with Bold Experiment in London

Fancy a whiskey? If you’re in London and have tasted this drink – whether it ends in ‘ey’ or just ‘y’ – you don’t need to look too hard. The city is full of bars and fantastic spaces paying homage to the amber liquid. If, however, you want an immersive experience detailing the history and product range of a single distillery, you won’t get far. So far at least. Last week saw the opening of Buffalo Trace Distillery London, bringing the distillery’s 200-year history and Kentucky origins to the heart of Covent Garden, a first for the brand outside the United States. A confident bet on the power of a brand experience, it’s easy to see how it will create lifelong fans of the Kentucky drink.

“In the heart of Bourbon Country, USA, the Buffalo Trace Distillery has been dedicated to crafting the finest American whiskey for over 200 years. Our deep commitment to the timeless craftsmanship of aging and distilling, along with an emphasis on experimentation and innovation, has allowed Buffalo Trace Distillery to become the most awarded distillery in the world, earning loyalty fans from all over the world,” says Andrew Duncan, Global Brand Director at Buffalo Trace Distillery.

Here in the UK, bourbon goes slightly unnoticed (for now, at least) when it falls into the broader category of ‘whiskey’. In the United States, however, it is a mainstay. Bourbon is a protected grade in the United States and was recognized as such by Congress in 1964. It therefore follows that all bourbon is whiskey, but not all whiskey is bourbon. To be labeled “bourbon,” the drink must be at least 51 percent corn and stored in new charred oak containers.

“The opening of Buffalo Trace Distillery London is a momentous occasion for our distillery and we are delighted to bring our experience to the UK. At Buffalo Trace Distillery London we will provide a space for novices and spirits enthusiasts to learn more about a type of whiskey they may be less familiar with bourbon. Our goal is to inspire visitors to expand their palate, and perhaps their cocktails, and we hope that after they discover bourbon and have it. tasted it, they’ll add it to their list of drinks,” says Jake Wenz, CEO and president of Buffalo Trace Distillery.

The space is a hybrid of lavish flagship store and experiential marketing opportunity. It’s an invitation to enthusiasts and newbies alike to taste a range of products from the Buffalo Trace Distillery through two different tasting experiences and learn more about the history of bourbon, with the opportunity to stock up on bottles afterwards and derivative products to also take home. Many of the offerings will be exclusive to the store, and rarer whiskeys will be available at surprise times during the first few months of opening.

The third oldest distillery in the world, and one that has only seen six master distillers at its helm, there is plenty of history and heritage to discover for any guest passing through the store’s doors. A choice of two immersive experiences is offered to you. The first is “Taste of the Trace,” a guided tasting of three key products from the distiller’s lineup: Buffalo Trace Bourbon, Sazerac Rye, Bourbon Cream and the option of a Buffalo and Ginger Ale cocktail sample. The second, “Tradition and Change: Crafting the Most Awarded American Whiskey,” is a more in-depth look at the brand’s premium product offerings like White Dog Mash #1, Buffalo Trace Bourbon, Eagle Rare 10-Year-Old, EH Taylor Small Batch, plus a small pour of a Buffalo Trace Old Fashioned.

The 2,000 square foot space, located at 32-33 Long Acre, is an elegant reflection of the care and craftsmanship that goes into each bottle produced by Buffalo Trace Distillery, and it has been completely renovated to simultaneously speak to tradition and the future. . Dark wood and rich shades of orange and green are complemented by copper accents that evoke the spirit of the distillery’s Kentucky base while translating it into the language of a modern, chic bar.

To further celebrate the opening, Londoners have been urged to go “perfectly untamed”, following research commissioned by Buffalo Trace Distillery which found a quarter of Brits rarely do anything spontaneous. This extended to something as simple as answering a call from an unknown number, with 40% of those surveyed confirming they would not do so. Another 26% said they prefer to communicate via social media rather than by phone.

There was an unexpected discovery: one in five people said that answering an unexpected call led to something surprisingly good. Taking inspiration from this, Buffalo Trace Distillery set out a challenge – as part of an experiment designed by Golin, a global PR agency – over the bank holiday weekend: pick up a ringing phone in a classic British phone box . The reward for those who dared to answer the call was a unique private tasting in the space before the official opening on May 6.

Discovery, learning and good times converge at Buffalo Trace Distillery London. Andrew Duncan, Global Brand Director, said: “Our London location offers a new generation of spirits enthusiasts the same authentic, authentic experience fans love at our flagship Kentucky home, allowing them to experience everything spirits enthusiasts love. Buffalo Trace Distillery’s award-winning brands have. to offer.”