The Most Wanted Bourbons in the World
It's America's favorite spirit, but can it make a similar impression overseas?
Bourbon might be booming, but when it comes to popularity there is only one show in town.
The proliferation of new Bourbon bottlings and new brands can be bewildering for the novice, but there's really only one thing to know about the world's most popular Bourbons and that is that they all come from the same place.
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No, we don't mean Kentucky, we're being much more specific than that: we mean the Buffalo Trace distillery.
Buffalo Trace has become a byword for Bourbon, which is fitting in one way – the distillery claims to be the oldest continuously operational distillery in the US, with buildings dating back to 1792. It was bought by the Sazerac drinks company in the 1990s and really started to come into its own over the past two decades.
It's dominant position is down to its own brands (as well as Buffalo Trace, it also makes the WL Weller, Stagg, Elmer T Lee and EH Taylor brands) and those made at the distillery, like the Van Winkle family of (very expensive, very collectible) Bourbons. These are the Bourbons collectors like and also the ones Bourbon lovers enjoy, so the distillery has hit a golden seam. Indeed, 19 of the top 25 most searched-for Bourbons come from the distillery.
The other curious thing about Bourbon is how parochial its appeal is. Bourbon searches are very much a North American phenomenon, with some mild interest in Europe and India, but little attraction for the rest of the world. How Bourbon producers overcome this is something worth watching in the coming years, as younger generations drift away from drinking.
So, let's see how the Buffalo Trace runners line up for this year's Bourbon derby.
The World's Most Wanted Bourbons on Wine-Searcher:
WL Weller 12 Year Old Wheated 92 $297
George T Stagg 94 $1504
Blanton's Original 92 $156
Eagle Rare 10 Year Single Barrel 90 $68
Stagg Barrel Proof 91 $346
Buffalo Trace 91 $35
William Larue Weller 93 $2321
Pappy Van Winkle 23 Year Old 93 $6074
Pappy Van Winkle 15 Year Old 95 $2679
Eagle Rare 17 Year Old 91 $2351
Probably the biggest difference between this list and last year's (or the one before) is that perennial chart-topper Blanton's has been knocked off its perch.
Blanton's has been by far the favorite Bourbon among the millions of people hitting the Wine-Searcher database across the past five or six years, even muscling its way into the top 10 most searched-for products across our database, usually the domain of top-end Bordeaux, Super Tuscans and wickedly expensive Burgundy.
Weller's joy at taking the top spot might be tempered somewhat by only having two entries on the list this year (the Special Reserve Wheated Bourbon has dropped off in the past 12 months), but it's good to see (from an entirely personal, selfish viewpoint) Eagle Rare getting another bottling on the list with its 17 Year Old version.
Price is where it's really intriguing, though. last year, five Bourbons on the list saw rises in their global average retail price, while five had falls. This year, only one bottling has risen in price over the past year – the Eagle Rare 10 Year Old went up by a measly $4, or 6 percent, while Buffalo Trace was static. All the rest fell, some by pretty serious amounts.
Five of the whiskeys saw double-digit drops. The Pappy 15 was most affected, dropping its global average retail price by $596 a bottle for an 18 percent fall. The Stagg Barrel Proof fell by 16 percent ($67), while the George T Stagg was down 13.5 percent ($237). The Weller 12 Year Old Wheated and the Pappy 23 were both down by 10 percent. The William Larue Weller, Eagle Rare 17 and the Blanton's fell by 6, 3 and 3 percent, respectively.
But pricing isn't what this story is about, it's popularity. And Bourbon – for all that Buffalo Trace is cornering the market – is still punching well above its weight when it comes to search numbers.
If it could only translate that US-based success into overseas interest, it wouldn't just be Buffalo trace laughing all the way to the bank.
To view on Wine-Searcher, please click here.