New research from Buffalo Trace Distillery suggests that British consumers are increasingly embracing American food, drink and culture, with bourbon and authentic American barbecue becoming particularly popular this summer.
According to the survey, 38% of Britons say they have become more interested in American culture since the World Cup began, while a further 26% already considered themselves fans before the tournament kicked off.
That growing enthusiasm is making its way onto the barbecue menu. While the traditional British barbecue remains a firm favourite for 38% of people, almost a quarter (23%) say they would now choose an American-style barbecue instead. Think slow-cooked brisket, smoky ribs, pulled pork and bold flavours replacing the familiar burgers and sausages.
The research also highlights changing drinking habits. Around one in six people (16%) say they are choosing American bourbon instead of more traditional European spirits, while nearly a third (30%) now view bourbon as an ideal drink for summer entertaining.
Buffalo Trace believes the trend reflects a growing appreciation for authentic American whiskey in the UK. Produced on the banks of the Kentucky River, Buffalo Trace Kentucky Straight Bourbon is known for its smooth vanilla and caramel notes and is aged longer than many mainstream bourbons to develop its distinctive flavour.
Whether served neat as the sun sets, mixed with ginger ale for a refreshing summer drink or used in classic cocktails such as a Manhattan, bourbon is increasingly becoming part of Britain's outdoor dining culture.
Lorenzo Farronato, European Marketing Director at Buffalo Trace, said it was encouraging to see more people discovering bourbon as part of relaxed summer occasions.
He explained to That's Food and Drink that the distillery has always focused on producing high-quality American whiskey, adding that many people who try bourbon quickly develop an appreciation for its unique character and versatility.
The popularity of American whiskey is also reflected by the opening of Buffalo Trace Distillery London in Covent Garden, where visitors can take guided tastings and learn more about the history and craftsmanship behind Kentucky bourbon.
With the United States preparing to celebrate its 250th anniversary, American food and drink appear to be enjoying a moment in the spotlight. Whether it's slow-smoked barbecue, classic cocktails or a simple bourbon and ginger, British consumers seem increasingly happy to add a taste of Kentucky to their summer celebrations.
Buffalo Trace Kentucky Straight Bourbon is available from major UK supermarkets with a recommended retail price of around £29.50. Obviously, we should all remember to drink responsibly.