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

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 Learn more about your ad choices. Visit megaphone.fm/adchoices