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Bourbon and New Zealand aren’t exactly a classic pairing in the world of spirits. When you think of the Land of the Long White Cloud, you might picture world-class wines or craft beers, but premium bourbon? Not so much. That is, until American shareholder Zach Gustafson arrived in Hawke’s Bay and spotted a unique opportunity.
Two years ago, Zach and his family noticed a glaring gap on local shelves: a severe lack of high-quality bourbon options. “In New Zealand, bourbon has a negative connotation, commonly associated with RTDs and bourbon cokes,” he explains. “We were disappointed with the limited offering, but rather than complain, we did something about it.”
The Birth of Nowhere Bourbon
Zach teamed up with Daniel Brennan, owner of Decibel Wines, to embark on an ambitious venture. Their goal? To create something truly distinctive, and in doing so, produce what Zach claims is the only whiskey bottled right there in Hawke’s Bay. The result is ‘Nowhere Bourbon’.
This isn’t your average bourbon journey. Nowhere Bourbon begins its life in Indiana, USA, where it’s distilled and aged, developing those rich, caramelised notes that aficionados expect from a classic American whiskey. But its story doesn’t end there.
A Kiwi Finish
Once it reaches maturity, the bourbon makes the long journey to Hawke’s Bay. Here’s where the magic truly happens: it’s finished in hand-selected local pinot noir barrels in Hastings and then bottled in Napier. “Kiwis love their pinot, and so we wanted to create something that tailored to the New Zealand taste,” Zach says, highlighting the unique fusion of American tradition and New Zealand terroir.
The initial release in October saw about 300 bottles hit the market, retailing at $120 for 700ml. This innovative spirit is now available online and through select liquor stores, bars, and restaurants across New Zealand.
Taking a Risk, Changing Minds
Launching a premium bourbon in a market not traditionally known for it was not without its risks. “Sometimes, when something isn’t common, there’s a reason,” Zach admits. “We’re trying to build a market while the economy isn’t strong, so there’s uncertainty.”
Despite the challenges, the response has been overwhelmingly positive. Zach recounts feedback from whiskey festivals: “We’ll be at whiskey festivals and people say, ‘I’m a single-malt drinker, I don’t like bourbon’. Then they try ours and go, ‘Maybe I do like bourbon’ … So, it’s just that they are not drinking the right ones.”
The Taste Experience
For those new to bourbon, or those who think they don’t like it, Zach has a clear hope: “A bit of surprise that it is a bourbon that they really like.” He describes the flavour profile beautifully: “The original bourbon gives it a little bit of vanilla-and-cinnamon type of flavours, and then the wine barrels give it some of that dark fruit. So, it ends up being a very smooth, easy-sipping whiskey.”
So, if you’re looking for a spirit that defies expectations, offering a taste of American tradition with a distinctive New Zealand soul, Nowhere Bourbon might just be your next favourite pour.
Source: Original Article
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