To increase awareness of the Southern US, we planned and hosted a bourbon tasting at this year’s Travel News Market in Stockholm.

Travel News Market is the leading B2B event in Sweden, where media, tour operators, and the travel industry meet and therefore a great platform to be visible and meet with relevant stakeholders.

Therefore we organized a bourbon tasting on behalf of Travel South USA, a destination covering 12 southern US states – at the Related stand at the fair.

A total of 20 handpicked media, influencer and trade contacts joined the inspirational event.

We kicked off the tasting with a brief presentation of Travel South USA as a travel destination, followed by an introduction to the three different types of bourbon whiskey by renowned Swedish whiskey expert Andreas Grube. He also presented the history of bourbon, production methods and the flavor nuances a bourbon can hold. 

The event was a great success, and everyone left with a bit more knowledge about both the southern US as travel destination and about bourbon. Did you for example know, that 95% of all bourbon in the world is made in the US state of Kentucky?