This story originally appeared on September 6, 2024 in URBANIA, an online magazine based in Quebec focused on pop culture and society.
My legs are weakening. The floor sways from one side of the room to the other. The nausea is overwhelming. I bitterly regret having accepted a ZYN pouch that a urban cowboy was so kind to offer me. I'd chewed tobacco before, but didn't recall there being any drop in blood pressure.
Why did you accept this offering of nicotine on a Sunday evening at a small western event on Saint-Laurent, anyway?
It all started with the observation that country music was becoming popular among young people in Quebec, thanks in part to streaming platforms. At the time in 2024, several artists had joined the rodeo: Beyoncé, Post Malone—I even heard someone say they were impatiently waiting for Céline's country album.
It's a wave that's spread to Montreal's bars. Has the era of microbreweries and fancier spots been dealt a blow? A tour of Montreal's new Western bars was necessary to gain a close understanding of this new Klondike.
Two cowboys, one mission
Being still a novice, I couldn't accomplish this quest alone. So I called in my good friend Phil for help. He, in addition to having grown up surrounded by horses, is also a former rodeo barrel racer. As soon as the expedition got underway, my companion quickly made me realize that my outfit was missing a crucial element: a beautiful hat like his.
A stop at a Montreal institution on Saint-Hubert Avenue, which has been around for 36 years, is a must. Johnny, owner and salesman at Boulet Bottes Western, welcomes us with open arms into his business.
