(Photo: Buffalo Trace)
In May, Kentucky whiskey brand Buffalo Trace opened the doors of its first international brick-and-mortar location in London, where lucky Brits now have the chance to sample the distiller’s varied catalog at an omakase-style bar counter. Doubling down on its success across the pond, the Sazerac-owned brand is expanding the concept to Paris with a limited-edition pop-up just in time for the 2024 Olympics.
On Tuesday, Buffalo Trace officially unveiled 12 Gold, an invite-only lounge themed around the distiller’s W.L. Weller imprint. Located in the Les Halles District, 12 Gold will reportedly offer up some of Europe’s first sips of the recently announced Weller Millennium, an experimental extended-aged blended whiskey boasting a hefty price tag of $7,500.
Access to the tasting will be offered up via sweepstakes. Entrants are instructed to follow Buffalo Trace EU on Instagram, “like” a grid post highlighting the offering and to tag at least one person.
For those who don’t have the patience for long lines and exclusivity, fret not. The lounge will be accompanied by a public-access retail store offering bottles of Buffalo Trace, Weller 12, Eagle Rare and Sazerac Rye alongside custom Paris-themed merchandise.
The retail experience is open from now until Aug. 23, while 12 Gold is being slotted in for limited availability between July 16 and Aug. 11.
(Photo: Buffalo Trace)
“While everyone is welcome to visit Buffalo Trace Distillery in the United States, we want to make it easier for Paris residents and visitors to learn, explore, try, and fall in love with our whiskeys,” Homeplace Director Ed Bell remarked in a news release. “We know there will be an increase in foot traffic to the city in July and August, and our prime location will give visitors an excuse to go beyond sporting and cultural events while in town.”
Though Europe’s interest in bourbon has witnessed ups and downs over the years, Buffalo Trace appears confident in the decidedly non-Kentuckian market. The distiller claims that its brands — particularly Weller — have experienced a resurgence in the country over the past few years thanks to trendy bars like the Experimental Cocktail Club Paris.
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