From July 19 to August 23, the Buffalo Trace Distillery company is setting up in the capital to offer a taste of its bourbons to the French and to the many visitors who have come from all over the world to follow the Paris 2024 Olympic Games.
A little piece of America is coming to Paris! While supporters from Uncle Sam’s country have arrived in droves in France for the Paris 2024 Olympic and Paralympic Games (132,000 Americans are already present or expected in Île-de-France, or 29% of international arrivals according to Choose Paris Region), a well-known company on the other side of the Atlantic has also set up shop in the capital this summer.
Specializing in the production of bourbons, the Buffalo Trace distillery opened a pop-up store on July 19 to promote its various whiskey brands to French consumers. Located at 36 rue Étienne Marcel (2e arrondissement), this establishment will be open to the public until August 23, Monday to Friday from 11 a.m. to 9 p.m., then Saturday to Sunday from 12 p.m. to 6 p.m.
“It’s an ideal time to open a pop-up store in Paris because this Olympic period allows us, on the one hand, to make this activation financially profitable thanks to the presence of many American and English supporters who know our brands and, on the other hand, to work on our reputation among the French”says Maya Ratni, senior sales assistant at Elevate for the Buffalo Trace brand.
A collection of clothing and goodies bearing the brand’s image
Founded in the late 18th century in the state of Kentucky, the distillery owes its fame to two brands that have become essential in the United States: Buffalo Trace Bourbon and WL Weller. While the former offers bourbon aged in an oak barrel for six to nine years, the latter guarantees an aging period of twelve years.
The pop-up store thus offers passers-by the opportunity to buy bottles of these two brands that are still relatively unestablished in France. Caps, bobs, t-shirts, whisky glasses… This ephemeral place also offers a boutique of personalized items on the theme of Paris.
“In May this year, we opened Buffalo Trace London, our distillery’s first international location, and we are honoured to continue to engage and educate international whisky fans with our Paris boutique this summer. We know there will be an increase in footfall in the city in July and August, and our prime location will give visitors the opportunity to go beyond the sporting and cultural events of the summer period.”said Ed Bell, site manager of Buffalo Trace Distillery, in a statement.
At the same time, through a competition organized on the company’s Instagram account, the general public will also have the opportunity to experience, from July 26 to August 11, a special private Buffalo Trace Distillery tasting at 12 Gold, a lounge specially created for the occasion within the pop-up store.
Tasting an exceptional whisky
Presentation of the history of the distillery, explanations of the whiskey-making process and the particularities of bourbon – “it must be made in the United States, aged in an oak barrel and contain at least 51% corn”as Maya Ratni summarizes – are also on the program of this experience.
But the highlight of the show remains the tasting of the Weller Millenium, an exceptional bourbon whose price for a bottle has been set at… 7,500 euros! “It is a blended whisky because it is made from a blend of several types of whiskies from the early 2000s. It is not yet on the market but should soon be arriving in Europe.”says the senior sales assistant.
Source: www.e-marketing.fr
