Whether you prefer whiskey, bourbon, scotch or ウイスキー (Uisukii), Great American Whiskey Fair founder Kristian Niemi said he has something for you.
“The Great American Whiskey Fair is by far the biggest whiskey show in the South,” Niemi said. “Whether you’re a bourbon collector or you’re just getting into whiskey, or you love scotch or whatever, it’s the place to go."
The fair, which started 13 years ago, will feature over 300 different whiskey varieties to sample. Whiskey is sourced not just from South Carolina and Kentucky, but from as far as Ireland, India and Japan.
Guests will also be able to speak with various distillers and brand ambassadors about whiskey making and the industry surrounding it.
Barbecue will be offered from Niemi’s restaurant and whiskey bar, Bourbon. Niemi also owns Black Rooster, the Dragon Room and is a partner in Barrel and Vine productions, which hosts various other events in the city.
Niemi said he started the fair both to fill a gap in the region and provide a less corporate, more welcoming and affordable experience than other events.
“Our ticket prices are about half of what the major whiskey shows around the nation are, and we have more whiskeys,” Niemi said. “You see a lot of these events being held in big cities like Atlanta and everything like that, but there’s no reason we can’t have one here in Columbia.”
Niemi said his passion for whiskey was driven by watching the stature of American varieties grow in the '80s and '90s, eventually inspiring him to found Bourbon.
“I’ve kind of been into whiskey since the early days,” Niemi said. “Blanton’s, and Booker’s, Baker's, Basil Hayden and Knob Creek started to show the rest of the world that America made world class whiskies just like everybody else.”
Along with locals, Niemi said he’d met guests coming from Utah, Colorado and Texas. Paul Miles, a 2007 USC alumnus, currently runs the Gamecock Bourbon Society. He said Columbia feels like a perfect place for an event that welcomes a diverse crowd.
“The local culture of Columbia is eclectic enough where there’s no stereotype on who attends,” Miles said. “I see everybody of all ages, all colors, races, creeds, and that’s sort of what I think Columbia embodies.”
Miles took over leadership of the society in 2023 from G.C. Ramey, an American history doctoral student at USC who founded it in 2022.
The society recently held an event called Garnet and Bourbon, where a unique whiskey from a local distillery was provided to guests at the Pastides Alumni Center. In addition to enjoying bourbon together, the group hosts charity events such as an annual golf tournament.
Miles said the group, mainly comprised of USC alumni and a few current students, is defined by a mutual love of bourbon and a strong sense of fellowship.
“It’s never events where you shouldn’t feel like children are welcome,” Miles said. “It’s just a wholesome group of people that I’m proud to be a part of. I’ve met some great people from the age of 24 all the way up to 75, and I call either ends of that spectrum my friends.”
Miles said the fair provides an opportunity for locals to sample drinks that may be unaffordable and inaccessible under other circumstances.
“Not everybody can get up to Kentucky and pay 45 plus dollars a person for distillery tour fees,” Miles said. “So, when all of these Kentucky distilleries, South Carolina distilleries as well, all across the country can come to you in one room for one cost of a ticket, it’s really special.”
Jacob Benchoff works for Southern Glazer's Wine and Spirits, distributing drinks to bars and restaurants around the state. He has attended and helped connect brands with the fair for 11 years, who he said see it as a great opportunity to connect with consumers and make inroads in South Carolina.
“It’s been a huge success since I’ve been a part of it,” Benchoff said. “Us being able to showcase some new items, showcase classic brands, whether it be Irish whiskey, scotch whiskey, limited edition stuff from the bourbon community, it really, really goes to show how much Kristian and the Great American Whiskey Fair people care about this community.”
Niemi said the event should appeal to both experienced whiskey drinkers and newcomers, with something to discover for any kind of guest.
“A lot of those distilleries started making whiskey the first couple of years we were doing the event,” Niemi said. “I always discover new things.”
The Great American Whiskey Fair will be held Friday, Oct. 3 at 701 Whaley St. from 5:30 p.m. to 8:30 p.m., with VIP tickets offering early access at 4:30 p.m. General admission costs $95, while VIP access costs $150, with an executive level VIP ticket and sponsorship tiers also available.
Tickets and more information can be found here.