I can’t tell you how excited I was to hear this broadcast of Bourbon Pursuit – one, if not THE, premier podcast on bourbon whiskey (link below). I listened to the whole thing twice before deciding to pen this article. At Kentucky Exports LLC and UAB Bourbon Kings we have been working on a solution to this problem for over 2 years now and it was really gratifying and reinforcing to know that we are definitely on the right track!!!!!!
Here are my key takeaways from the podcast:
- Availability – aside from the same “big bourbons” that are out there, there are virtually no other expressions available to European consumers. There’s nothing at all wrong with these bourbons – they are icon brands – but the point is there are a LOT of great bourbons out there that don’t make it to the lips of European consumers.
- Tariffs and Excise Taxes – this is a big one, but it is only part of the story. Because of the bourbon boom in the USA prices have increased domestically and that inherently affects the export/import price in Europe. Combined with tariffs and logistical costs and this makes something categorised as a “moderately priced bourbon” in the USA a premium or ultra-premium priced bourbon in Europe by the time you pay for the ride, the juice and the government.
- Lack of Knowledge – in the eyes of the consumer, and as correctly observed in the podcast, “BOURBON” as a category to European consumers is represented by Jack Daniels Black Label No. 7 and Jim Beam White Label. Again – nothing against these iconic bourbons/whiskeys – but to consumers in Europe it is seen as something students drink to get drunk or to mix with cola. It is certainly not seen as something to be appreciated and bought at a premium or ultra-premium price point. Combine this with the perceived disparity in the age statements when compared to Scotch, for example, and you have a real perception problem.
The great news is that I am proud to have partnered with some outstanding and visionary craft producers from Kentucky that recognize that Europe is the next expansion market for bourbon whiskey. My very small team is working day in and day out to educate and convince vodka drinkers (from my part of the world – Eastern Europe) to have a go at bourbon whiskey. If we get some Scotch drinkers along the way, that’s okay too 😉
It is incredibly rewarding to hear – and I hear it all the time – “Wow! I didn’t know bourbon tasted like this!” There’s a LOT more in the podcast (like how the cocktail culture can help the bourbon adoption in the EU) – but check that out for yourself.
As always, I am willing to talk to anybody and everybody who will listen about that magic brown water for fun people from Kentucky USA. Give me a shout if you’d like to get your bourbon to Europe or if you are a importer/wholesaler/reseller that would like more great AUTHENTIC Kentucky bourbon in your portfolio.
More bourbon in more places,
L. Eddie Smith
UAB “Bourbon Kings” | Kentucky Exports LLC
