Buffalo Trace Distillery Is Opening a Pop-Up Retail Store and Speakeasy in Paris

Pappy is popping up in Paris…Just in time for the Olympic Games. Well, sort of. 

Buffalo Trace, the legendary Kentucky distillery responsible for Pappy Van Winkle — and a trove of other top-podium pours — is opening a temporary retail store from today through August 26th at 36 Rue Etienne Marcel in the city’s hip 2nd arrondissement. 

The downtown digs will be well-stocked with revered labels like Eagle Rare, Sazerac Rye, and the producer’s eponymous flagship. A torch-sized spotlight will also be shone on the Weller brand, wheated American whiskies that famously utilize the same exact recipe as those vaunted Van Winkles.

For a special two-week run (coterminous with the exact dates of the XXXIII Olympiad) the pop-up will be the host of “12-Gold,” a Weller-themed speakeasy reserved exclusively for folks who score a coveted invite on Instagram. To land one, you’ll need to follow @buffalotracedistillery_uk_eu, like a grid post highlighting the lounge, and then tag at least one person you want to take with you to the tasting. Winners will be selected at random and notified by DM at least 24 hours prior to the experience. 

Once inside, up to four guests each day can expect to be met by some elite-level liquids. The distillery won’t reveal the full run-down but promises Europe its first-ever pours of Weller Millennium. Released in the US earlier this summer, the ultra-rare expression is a melodious blend of some of the brand’s oldest whiskies. It currently sells for over $10,000 a bottle. Any fan of gold medal-worthy bourbon and rye in Paris is now welcome to head inside and see what other surprises are in store. 

Indeed, there’s no shortage of said enthusiasts. Demand for American whiskey is growing — not just in Paris — but across much of the European continent. And Buffalo Trace is playing a lead role in promoting that growth. In May, the distillery opened its first international location in the Covent Garden district of central London. Sandwiched between Trafalgar Square and the Royal Opera House, it’s already emerged as a tourist attraction in its own right. The folks behind the brand expect to be similarly embraced by the City of Light. 

“While everyone is welcome to visit Buffalo Trace Distillery in the United States, we want to make it easier for Paris residents and visitors to learn, explore, try, and fall in love with our whiskeys,” says Ed Bell, homeplace director for Buffalo Trace. “We know there will be an increase in foot traffic to the city in July and August, and our prime location will give visitors an excuse to go beyond sporting and cultural events while in town.”

World-class whiskey is as good of an excuse as any. 

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