Buffalo Trace Distillery Opens Pop-Up Store and Speakeasy in Paris

Pappy arrives in Paris… just in time for the Olympics. Well, sort of.

Buffalo Trace, the legendary Kentucky distillery behind Pappy Van Winkle—and a host of other top wines—is opening a temporary retail location starting today through August 26 at 36 Rue Etienne Marcel in the city’s trendy 2nd Arrondissement.

The downtown area will be well-stocked with well-known brands like Eagle Rare, Sazerac Rye and the producer’s flagship product. A torch-sized spotlight will also shine on Weller, American wheat-based whiskeys that use the exact same recipe as the famous Van Winkles.

For two weeks (to coincide with the exact dates of the XXXIII Olympiad), the pop-up bar will host “12-Gold,” a Weller-themed speakeasy reserved exclusively for those who secure a coveted Instagram invite. To get one, you’ll need to follow @buffalotracedistillery_uk_eu, like a grid post featuring the show, and then tag at least one person you’d like to bring along to the tasting. Winners will be selected at random and notified via DM at least 24 hours before the experience.

Once inside, up to four guests per day can expect to be treated to elite-level liquids. The distillery won’t reveal the full program, but it promises Europe its first tastings of Weller Millennium. Released in the U.S. earlier this summer, the ultra-rare expression is a melodious blend of some of the brand’s oldest whiskeys, and is currently selling for over $10,000 a bottle. All lovers of gold-medal-worthy bourbon and rye in Paris are now invited to step inside and see what other surprises await.

Indeed, there is no shortage of fans. Demand for American whiskey is on the rise, not just in Paris, but across much of the European continent. And Buffalo Trace is playing a leading role in promoting that growth. In May, the distillery opened its first international distillery in central London’s Covent Garden district. Wedged between Trafalgar Square and the Royal Opera House, it has already become a tourist attraction in its own right. The brand’s creators hope to be welcomed by the City of Lights as well.

“While everyone is welcome at Buffalo Trace Distillery in the United States, we want to make it easier for Paris residents and visitors to discover, explore, taste and fall in love with our whiskeys,” said Ed Bell, CEO of Buffalo Trace. “We know that the city’s footfall will increase in July and August, and our prime location will give visitors an excuse to go beyond the sporting and cultural events during their stay in town.”

A world-class whisky is as good an excuse as any.

The Buffalo Trace Distillery store in Paris is open until August 26. Its opening hours are Monday through Saturday, 11:00 a.m. to 9:00 p.m., and Sunday, noon to 6:00 p.m.