474 - Why Don't European Whiskey Drinkers Care About Bourbon? with Henrik Brandt and Linus Jonsson

Bourbon Pursuit

Hobbies, Food, Arts, Leisure

4.9 • 866 Ratings

🗓️ 8 August 2024

⏱️ 62 minutes

🔗️ Recording | iTunes | RSS

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Summary

A few months ago I came across an article on Vinepair that explained even though we are in the midst of a bourbon boom in American with everything feeling a modern day gold rush to collect every new bottle that comes out, it's the complete opposite in europe. Europeans aren't buying the bourbon boom. But why? To help dive into this, I figured we may as well go straight to the source and invite some europeans on the show. Henrik Brandt and Linus Jonsson are from Denmark and Sweden and give us an insight into what the bourbon scene looks like in their part of the world. We discuss the major issues with limited access, minimal marketing, stigma when compared to high age statement scotches, and how importing inflate prices. Show Notes: Above the Char with Fred Minnick (@fredminnick) talks about abolishing the three tier system. How did you find bourbon even though you aren't from America? What was the attraction to bourbon? How hard has it been to spread the word of bourbon? Is access the major issue why bourbon isn't proliferating? Is there a stigma that exists about american whiskey? Is the price too high when compared to scotch and how have the tariffs impacted it? Are we ever going to have a culture shift? Would having a celebrity backing help at all? Why is blending more accepted? How is bourbon marketed and how can you get the bottles sold off the shelf? Support this podcast on Patreon

Transcript

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0:00.0	I have a nuclear Holocaust survival calculator in Excel.
0:04.0	You'll be very proud of me, Kenny.
0:05.9	So I track all my bottles that levels my historic intake,
0:10.4	and then I've calculated how long can I survive in my basement without buying new whiskey.
0:15.8	And currently it's 10.3 years.
0:18.3	Okay, good, good.
0:20.5	Unless Lenus is with me, then it's 2.2 years. Okay, it's good. Unless Linus is with me, then it's 2.2 years.
0:23.2	There you go.
0:24.8	That's incredible.
0:25.8	This is Bourbon Pursuit, the official podcast of Bourbon, bringing to you the best in news, reviews, and interviews with people making the bourbon whiskey industry happen, and I'm one of your host, Kenny Coleman.
0:49.2	A few months ago, I came across an article on Vine Pear that explained even though we're in the midst of a bourbon boom in America,
0:56.5	with everything feeling like a modern-day gold rush to collect every new bottle that comes out.
1:01.7	It's the complete opposite in Europe.
1:04.2	Europeans aren't buying the bourbon boom.
1:06.8	But why?
1:08.0	So to help dive into this, I figured we may as well go straight to the source and invite some Europeans on the show.
1:13.6	Hendrik Brandt and Linajohnson are from Denmark and Sweden and give us an insight into what the bourbon scene looks like in their part of the world.
1:21.0	We discuss major issues with things like limited access, minimal marketing, a stigma when compared to high age statement scotches,
1:29.1	and how imports also inflate prices, and how tariffs also played an impactful role there as well.
1:35.9	Plus, even more things that just come of what it's like to deal with bourbon as an outsider
1:40.8	or not living here in America. But with that, enjoy this week's episode,
1:44.9	and now here's Fred Minnick with Above the Char.
	...

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