It’s not new news that the past few years have seen gin enjoy an incredible renaissance. We’ve seen gin cocktails and bars flourish, with boutique brands popping up all over the country. However, it seems like another of our favourite spirits is about to experience a similar type of thing…Bourbon.
Through our work with Woodford Reserve, Old Forester, Gentleman Jack and Jack Daniel’s Single Barrel, we’re big American whiskey fans (and have been for a long time), so we’re pleased to see that recent stats show the rest of the country has fallen for the delicious spirit too!
In 2016 for the first time ever, sales topped £1bn. Earlier this year, American Whiskey was pronounced the UK’s fastest growing spirit with Brits drinking more than 1m litres every month. The stats suggested that millennials are responsible for the boom in sales, with references in pop culture like Mad Men and Jessica Jones maximising its appeal.
Cocktails are also credited with pushing the spirit into the mainstream. More and more premium bars featuring cocktails like the Old Fashioned on their menus, has seen a surge in people purchasing the spirit to try their hand at playing bartender at home.
Across the next few months, we’ve got some exciting activations coming up for our American Whiskey brands, including the launch of Old Forester Statesman, a limited edition express, and a change in packaging for Woodford Reserve, topped off with London Cocktail Week, which will see Woodford partner some of the world’s best bars together around London across the week.
Stay tuned for more information…