London Bourbon Experience prepares for 2024

As the London Bourbon Experience closes the curtain on 2023’s edition, the event is already looking to next year, and inviting bars to become involved in the celebration.

Over the past three months, it seems that Londoners have adopted a new favourite spirit: Bourbon. And the culprit? What else but the London Bourbon Experience.

Michele Reina, brand educator and on-trade specialist, has artfully crafted an immersive experience under Luxco, known for its distinguished whiskey brands such as Rebel Bourbon and Yellowstone. This distinctive concept is dedicated to placing American whiskey prominently on the global stage.

Three months of masterclasses, events, tastings, and shows have made the London Bourbon Experience a focal point for teaching audiences about Bourbon, transcending its traditional American stronghold.

The London Bourbon Experience might have found Bourbon a second home, outside of its original one in the US, with anyone that took part in the recent festivities in London now a convert to the cause. After experiencing 2023’s edition, it’s not hard to see why. Notting Hill Greek restaurant Zephyr held a masterclass that saw guests try a Bourbon expression not yet available in the UK. DeGusto took over Shoreditch’s Callooh Callay, putting on a whiskey-paired dinner, centred around artwork from Riccardo Beson.

The final throwdown was due to be held on 5 December – a disco party at Shoreditch whisky bar Black Rock, the same date as US president Franklin D Roosevelt ended the 13‐year Prohibition of alcohol.

During the festivities, bartenders have also showcased their skills, as well as Bourbon’s versatility in cocktails, through a number of serves – from Tony Vega at Ginza’s Koijin and Renegade creations with Rebel 100 Kentucky Straight Bourbon, to Simone Cuppari at DeGusto’s perfumed RataFashioned, and Rui Costa at Hide Below’s take on a Highball, named the Banarnold’s Banana Extravaganza.

Elevate brands

Cocktails in the City, one of the biggest events in the London calendar for drinks enthusiasts, was also a key part of the London Bourbon Experience, and gave participating bars the chance to elevate their brands on the main stage.

In addition, the experience was a hot topic at other industry events, such as Imbibe Live and The London Beer Festival. For consumers, beyond sipping Bourbon-based cocktails, it was a chance to check out some of the best bars in town, collecting stamps, and filling their special ‘passports’ in the hope of winning prizes.

Spurred on by this year’s success, Luxco will be bringing the event back in 2024 for its fourth consecutive year, when London bars will have another chance to connect with guests, gain greater exposure, and highlight their venues.

Luxco provides professional photography, a dedicated venue-promotion page in the London Bourbon Experience passport, and the opportunity to host official tastings, as well as appear at important events.

If you would like to join the Bourbon revolution and be a part of 2024’s instalment, contact Luxco on m.reina@luxco.com or visit michelereina.com.