The website crashed. The spike in traffic kept thousands of customers from ordering bottles after the television show aired. It was June 2020, and Covid lockdowns had just erased Belgrove Distillery’s restaurant and bar accounts.
Even though the orders were coming from the United States, one of the largest whisky markets in the world, it was OK. Because of restrictive import and shipping regulations, this farm distillery near Kempton, Tasmania couldn’t (and still can’t) mail bottles the USA.
Belgrove had just appeared on season two, episode one of Gordon Ramsay: Uncharted on the National Geographic Channel, and the celebrity chef had just declared Belgrove Distillery Wholly S*** Rye Whisky as good.
Those bottles simply went to other countries in every inhabited continent of the world. Owner/distiller Peter Bignell said he could tell where the show had just aired by tracking mail-order sales. The income boost compensated for
