When the majority of Brits are keeping tabs on what’s happening across the pond in the World Cup, data collected by Buffalo Trace Distillery has revealed that around 38% of people have become increasingly interested in trying American food and drink as well as exploring what the culture has to offer. This comes as a result of the World Cup being arranged in the United States and all the different American influences that people are being exposed to through the various different forms of media they use to keep an eye on the tournament. The main findings reveal that:
• One in six are choosing American bourbon over traditional European spirits
• Nearly a quarter say they’d choose an American barbecue over a traditional British one
• Buffalo Trace Kentucky Straight Bourbon reflects growing appreciation for authentic American whiskey and summer serves
In a year when the USA is celebrating it’s 250th anniversary, Brits are embracing the different American flavours and culture more to highlight the different influences and make them more popular around the world. Over a third of those surveyed said they’ve become more interested in American influences and characteristics since the tournament began with a further quarter saying that they were already fans before kick-off.
The changing statistics reflect British curiosity surrounding authentic American whiskey. That shift is showing up most clearly at the barbecue. Think less sausages and more slow-cooked brisket, bigger flavours, and a more laid-back, more adventurous approach to hosting. While 38% still say a traditional UK barbecue holds its own, nearly a quarter (23%) would now choose an American-style spread.
It’s not just the food getting an upgrade. Bourbon is firmly earning its place in the mix, with one in six (16%) moving away from traditional European spirits in favour of American whiskey. Almost a third (30%) now see it as an ideal summer serve.
That growing curiosity is also being reflected in real-world demand, with Buffalo Trace Distillery London in Covent Garden offering British consumers a place to explore and experience American whiskey first-hand and, purchase a range of their American whiskey products including Buffalo Trace Kentucky Straight Bourbon, Eagle Rare and sazerac Rye.
Lorenzo Farronato, Buffalo Trace European Marketing Director said: “It’s great to see more Brits leaning into bourbon and everything that comes with it – not just as a drink, but as part of those bigger, more relaxed summer occasions.
At Buffalo Trace Distillery, we’ve always been focused on one thing – making great American whiskey and bringing more people into it. Bourbon is something people tend to discover and then really connect with, and it’s exciting to see that growing appreciation here in the UK. It’s a natural fit alongside the bold, flavour-led barbecues we’re seeing more of this summer.”
The 2026 FIFA World Cup is the first to be jointly hosted by three countries – the United States, Canada and Mexico – and is the largest tournament in the competition’s history, featuring 48 national teams instead of 32. The United States is hosting the majority of matches, including the final.
The tournament is being used by many American brands and tourism organisations to showcase US food, drink, music and culture to international visitors ahead of the country’s 250th anniversary celebrations later this year.
Buffalo Trace is owned by the Sazerac Company and produces a number of well-known American whiskey brands including Buffalo Trace Bourbon, Eagle Rare, Blanton’s, W.L. Weller and Sazerac Rye. The distillery has completed a major long-term expansion programme to increase production capacity amid rising global demand for premium American bourbon.
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