“Bourbon has a rich and fascinating history, which adds to its allure,” says Rowan Gibb, Super Premium Ambassador for Woodford Reserve. “Bourbon has something to offer every whiskey palate, from bold grain and wood, to sweet aromatics, spicy, fruit and floral notes,” he adds. “Woodford Reserve has a wonderful complexity of flavour and character with over 200 flavour notes which delights and wows the senses.”
With whisk(e)y being the most-consumed spirit in SA (4.1-million drinkers), Rowan Gibbs narrows the growth of bourbon in SA to these 5 reasons:
1. Local drinkers are acquiring a taste for bourbon and the profile of the whisk(e)y drinker has evolved over time.”
2. “Recent reports from a number of industry analysts indicate that more women are enjoying whisk(e)y,”
3. “… growth in the bourbon category is booming thanks to an enthusiastic demand from consumers in every income bracket aged 40 and under…”
4. “Bourbon is finding a receptive new market among millennials and cocktail lovers worldwide” as well as “the re-emergence of classic cocktails such as the Old Fashioned, Boulevardier and Manhattan which include Bourbon.”
5. Whisk(e)y drinkers are engaged with the brands they love. They’re interested in the maker, the process and the story. They visit festivals, tastings and distilleries and are always on a quest to learn more.”
According to the Distilled Spirits Council of the USA, South Africa is one of the most promising export markets for American whiskeys, such as Bourbon. American whiskey imports to South Africa grew by more than 17% from 2016 to 2017, from $8.9 million to over $10.5 million. With American spirits imports to South Africa through November 2018 topping $19 million in value.
