South Africans have discovered that whether you sip it neat, on the rocks, with a simple mixer or at the heart of a cocktail, Bourbon delivers complex, satisfying flavours rich with history.
Building on the market initially created by globally recognized American Whiskey brands such as Jack Daniels, Wild Turkey, Jim Beam, and Bulleit Bourbon, growing numbers of small Bourbon producers, such as Whistling Andy, B-Bird, Flag Hill and Golden Moon distillery’s Gunfighter Bourbon are also well received in South Africa.
A quick internet search will show how popular and readily available Bourbon is in South Africa. You don’t even have to leave your house because so many liquor stores will deliver Bourbon to your door.
The local market is growing as South Africans discover the variety, quality and versatility of Bourbons available. Whiskey drinkers are naturally curious about tasting different types of whiskey which can lead to a crossover between consumers.
The Bourbon market is also attracting its share of women who want to drink Bourbon- and they don’t (necessarily) want it in a cocktail. On the rocks or in a shot glass is good enough for the ladies. Bourbon also appeals to Millenials who are interested in the stories behind the brands that they are supporting.
“Cheers! Spirits from the U.S.A” Campaign
Distilled Spirits Council of the United States (DISCUS) has raised their glass to say cheers to South Africans enjoying Bourbon. The “Cheers! Spirits from the U.S.A” campaign aims to educate hospitality industry stakeholders, adult consumers, and the media on taste and style of American distilled spirits with unique heritage.
The “Cheers! Spirits from the U.S.A” campaign will be connecting craft Bourbon brands with South Africans. It will be a celebration of Bourbon.
What is Bourbon Heritage Month?
Bourbon was officially recognized as a distinctive product of the United States in 1964 with an act of Congress. In 2007, the U.S. Senate passed a resolution officially declaring September as “National Bourbon Heritage Month,” celebrating the uniquely American history of the spirit. Since then, Bourbon enthusiasts have come together to appreciate the craftsmanship, history, contributions and achievements made within the Bourbon industry.
What makes Bourbon special?
With a history dating back to the 18th century, Bourbon is an American whiskey with deep roots in the state of Kentucky, where distillers perfected the art of ageing corn whiskey in new, charred oak barrels. Bourbon was born of a corn mash, since corn was the grain most widely available in the region at that time. In addition to corn, distillers may add other grains such as rye, wheat and malted barley to give the spirit more complex flavours.
Adding to its unique complexity, flavour and aroma are the charred oak barrels it is aged in. Since Bourbon may not contain artificial colouring or flavouring, the charred oak naturally adds spice, sweetness and amber colour.
When is a whiskey classified as Bourbon?
To be considered Bourbon, the spirit must be distilled in the United States, consist of at least 51% corn, aged in charred, new oak barrels, and contain no colouring or flavouring additives. Bourbon may be produced in any state in America. To be designated ‘straight Bourbon whiskey’, it must be aged in new charred oak barrels for at least two years.
What does Bourbon taste like?
Depending on the mash bill, distiller and ageing process, the flavour notes in various Bourbons will vary considerably. However, aficionados will often identify notes of cereal, vanilla, caramel and spice.
Bourbons in South Africa
A number of globally recognized American Whiskey brands are widely available in South Africa, including Jack Daniels, Wild Turkey, Jim Beam, Makers Mark, Bulleit Bourbon, Woodford Reserve and Knob Creek. There are also now a number of smaller distilleries interested in entering the market including:
Whistling Andy – a Straight Bourbon Whiskey comprising 60% corn, 17.5% barley, 17.5% wheat and 5% rye, this award-winning and complex Bourbon is aged for three to four years.
B-Bird – B.Bird Distillery’s young Bourbons recognise historic distillers who did not have time to age Bourbon. B.Bird’s Straight Bourbon Whiskey, aged for two years, is described as fruity, with notes of ripe berries, dates, sweet corn, vanilla and oak.
Flag Hill – Flag Hill distillery’s Straight Bourbon Whiskey is distilled and aged in New Hampshire, where ever-changing weather impacts the complexity of the spirit. It develops soft, warm notes of butterscotch and toffee, with layers of earthy flavours.
Gunfighter – Golden Moon Distillery’s Gun Fighter American Bourbon – Double Cask is aged for a minimum six months in new American oak casks, and then finished in used French oak casks that previously held California port-style wine. This gives the whiskey a unique smoothness and complexity.
In celebration of Bourbon here are two cocktails that can be enjoyed during #BourbonMonth and straight into summer!
B-Bird Old Fashion Bourbon Cocktail
44ml B-Bird Bourbon
10ml Maple Syrup
4 Dashes Aromatic Bitters
Garnish – Orange Zest
Stirred and strained into a rocks glass.
B.L.T (Bourbon, Lemon and Tonic Water)
Build in a Copa de Balon gin glass, or even a red wine glass
25ml Lemon Juice
Topped off with Tonic Water
Garnish – South African Spekboom.
Spekboom not only looks good in the drink, but the leaves are an edible garnish that will add a lemon aloe flavour.