NITN | @notintownlive | 13 Oct 2017, 10:01 am
The Distilled Spirits Council of the United States (DISCUS) is a national trade association representing US producers, marketers and exporters of distilled spirits products
The event was designed to showcase the mixability and versatility of American Whiskeys so that participants could compare classic American cocktails, such as the Manhattan and Old Fashioned, made with Bourbon and Rye Whiskeys, respectively.
The event, supported by the US Department of Agriculture, featured a presentation on the history and unique production process of American Whiskeys.
A short five-minute video about the American Whiskey Trail was played, which took the audience on a journey to many of the major brand home places and introduced top master distillers.
“American Whiskeys are in great demand around the world – with India as an important gateway and trend-setter for other key growth markets in the Asia-Pacific region,” said Keith Sunderlal, the Council’s India representative. “This event is aimed to showcase the heritage and flavors of American Whiskeys and share them with our discerning consumers. The response to American Whiskeys in India has been terrific and we are optimistic about further growth.”
He said, "Global U.S. spirits exports exceeded USD $1.4 billion in 2016, and have been on an upward trajectory thanks to increased popularity, stepped up trade promotion programmes and implementation of market opening trade agreements. Uniquely American, Bourbon and Tennessee Whiskey products are the leading categories of U.S. spirits exports, accounting for over USD $1 billion in exports in 2016. U.S. whiskey exports to India in 2016 totaled over USD $4.8 million with a growth of 13.30%.”
The event also featured a cocktail workshop led by American Whiskey Ambassador Yangdup Lama, India's leading mixologist.
He is also an entrepreneur, author and head of Cocktails & Dreams/Thirsty Three Hospitality.
“It is great to be a part of this evening, whipping up quick and delicious cocktails with some of my favorite spirits American Whiskeys such as Bourbon, Rye and Tennessee Whiskey,” said Lama. “They are integral to the history of the United States, and they are experiencing significant growth around the globe because of their authentic heritage, their distinctive flavors and their versatility in cocktails.”
The US distilled spirits industry is committed to responsible consumption. For those adults who choose to drink, they should do so in moderation and responsibly at all times, said the organisers.
Image: DISCUS/website
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