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.