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The Food Chain
Can a Strong Drink Revive a City?
The Food Chain
Dec 6, 2018

Does bourbon have the strength to reinvigorate a whole city? And is it really wise to seek answers at the bottom of a barrel?

Kentucky produces 95 percent of the world’s bourbon and its history is richly steeped in the drink. But now its largest city, Louisville, has decided the future should rest on it too.

Could ‘bourbonism’ revive the city? According to Louisville's mayor, tourism based on the amber liquor is ‘shooting through the roof’. But, for many, alcohol is a gateway into other forms of addiction, and Kentucky is already facing a drugs epidemic. Alcohol-induced death rates in Louisville are higher than state and national figures.

In this episode, journalist Phil Reevell explores the emergence of ‘bourbonism’ through the city’s food and music scene. He joins the ‘bourbon trail’ which attracted 1.4 million people last year.

As the coal industry has turned to dust, large areas of the city have been deindustrialised, but Phil finds there are plans for the construction of more than 20 hotels, and that some tourists will pay hundreds of dollars for a bottle - or more.

(Photo: Giant bourbon bottle looms over cityscape of Louisville, Kentucky. Credit: Getty Images).

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In Manchester, food tour guide Julia Fairburn takes Ruth through some of the city’s best-known food spots, explaining how successful tours combine local history, storytelling and carefully paced eating experiences designed to leave visitors with lasting memories.

Eric Wolf, founder and executive director of the World Food Travel Association in Valencia, Spain, explains how food tourism has expanded worldwide into a multi-billion-dollar industry, as travellers increasingly seek authentic and immersive culinary experiences.

We also hear from Judith von Prockel, who began creating holidays centred around food experiences more than two decades ago, long before culinary tourism became mainstream. She reflects on how attitudes towards food travel have changed and why people are increasingly planning trips around what they want to eat.

And in Malaysia, Pauline Lee from Simply Enak describes the work involved in creating memorable food tours in a growing and increasingly competitive market, where guides must balance logistics, hospitality and cultural storytelling alongside the food itself.

From hidden local gems to global tourism trends, we explore why food tours have become big business — and what travellers are really looking for when they book them.

If you’d like to get in touch with the programme, please email: [email protected]

Producer: Izzy Greenfield Sound engineer: Andy Mills Picture: Simple Enak


26min 28sec



Can a Strong Drink Revive a City?

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