American whiskey invasion

The main reason for the growing popularity of bourbon in the UK is greater accessibility - there are American whiskeys available here now that simply weren't before.

Scotch has been the market leader in whiskies but the emergence of bourbon has introduced new consumers to whisky drinking. People who may have been hesitant in trying whisky find bourbon easier on the palate than the acquired taste sometimes needed for Scotch.

Stocking 40 bourbons at the Lexington, we find it is an easy up-sell to a market who may have previously frowned on whisky. There is a novelty value and it creates a talking point. This has the effect of increasing spend per head and therefore gross profit and cash margins. We have found this to be the case across the full complement of clientele, from the 60-year-old woman to 18-year-olds.

Someone wishing to stock bourbon should look at this accessibility and choose something that isn't too harsh. For entry level, I would recommend Weller 12-year as it's a light, easy-to-drink wheated bourbon. Buffalo Trace is also well rounded for its age and price. Go for Eagle Rare 10-year for something a bit different with a very elegant bottle, or Four Roses Small Batch for its sweet and citrus finish. For something a bit more expensive, and for the more educated palate, I would recommend Noah's Mill or Russell's Reserve.

It is the developing whiskey scene in America that has led to its greater availability in export markets. The distilleries are seeing the value of developing their brands outside their immediate region. Recently, larger companies have purchased a few of these distilleries and developed them as prestige or aspirational brands. Meanwhile, smaller distilleries seeing this have tried to follow suit.

Although bourbon is something that works for us, I don't believe being a concept bar will necessarily drive trade in itself. Publicans shouldn't be looking to develop niche markets unless they are confident of success. You can run the risk of alienating some of your crowd.

At the Lexington, we have a live music room upstairs, which works conceptually with the American theme we have running through our drinks menu.

The American whiskey concept doesn't pull the punters in, but it does keep them there, and it's a product on which you can make that all-important margin.

Bourbon is still underrated but is finally getting some of the recognition it deserves. For those yet to have a taste, go on, try something new. For those of you already familiar with it, there's plenty more out there.

Stacey Thomas is managing director of Bourbon Ltd, which owns and runs the Lexington, a bar in Kings Cross, London, positioned as a music venue and whisky lounge​