The suggestions given so far have been excellent, particularly the focus on nosing, sipping, and how to handle the sip while imbibing. Another approach might be to try introducing bourbon as a cocktail base. I'm pretty fond of well made cocktails and spend a lot of time tinkering around with ingredients and techniques. Back in May my wife gave me a copy of "The Kentucky Bourbon Cocktail Book" by Joy Perrine (longtime Louisville bartender). Joy's premise is that pretty much any well known cocktail can be made with bourbon and she then goes on to provide her modified recipes. Thus far, I've been pretty happy with the results of following her choices and have had good reviews from my wife (dedicated scotch drinker) on the bourbon based cocktails that we have tried. Just another way of easing people into appreciating the flavor of bourbon without overwhelming their palate.