The Distilled Spirits Council hosted an American Whiskey tasting seminar and cocktail demonstration for local media and beverage industry executives in Shanghai on November 14. The event, which was held at 1515 West, Chophouse and Bar, highlighted the mixability and versatility of American Whiskeys and the characteristics that distinguish them from other whiskies from across the globe.
As one of the most promising markets for U.S. distilled spirits exports, the promotion in China showcased fine American spirits from 13 leading American distillers, including nine small distillers from across the United States–many of whom are new to the Chinese market. The Council’s promotion, supported by the U.S. Department of Agriculture under its Market Access Program, also featured a presentation on the history and unique production process of American Whiskey, and guests had the opportunity to sample a number of spirits brands produced by the small distillers in attendance.
“Premium Bourbons, and Tennessee and Rye Whiskeys are experiencing significant growth globally because of their authentic heritage, their distinctive flavors and their versatility in cocktails,” said Distilled Spirits Council Vice President of Government Relations David Culver. “We are excited to showcase the variety of flavors in American Whiskey and explain what distinguishes these from other whiskeys produced in other regions. With some of the most iconic spirits in the world, as well as a range of innovative new products, American distillers are truly setting the bar.”
Global U.S. spirits exports exceeded USD $1.5 billion in 2015, and have been on an upward trajectory thanks, in part, to increased interest in American Whiskeys and the Council’s trade promotion programs. In terms of value, Euromonitor International forecasts the Chinese distilled spirits market to grow 58 percent by 2020 to reach USD $208 billion. These trends bode well for U.S. spirits exports to China, which reached an all-time high of USD $15.1 million in 2015, up 35 percent from 2013 levels.
The participating U.S. distillers include: Brown-Forman (Jack Daniel’s), Beam Suntory (Maker’s Mark, Jim Beam), as well as many small distillers from across the U.S., including Alpine Distilling (Utah), Breckenridge Distillery (Colorado), Catoctin Creek (Virginia), Cleveland Whiskey (Ohio), House Spirits Distillery (Oregon), James E. Pepper Distillery (Kentucky), KOVAL Distillery (Illinois), Michter’s Distillery (Kentucky), and Red Eye Louie’s Vodquila (Alabama).
The U.S. distilled spirits industry is committed to social responsibility. For those adults who choose to drink, they should do so in moderation and responsibly at all times. For more information: www.drinkinmoderation.org.
The Distilled Spirits Council of the United States, Inc., prohibits discrimination in its programs on the basis of race, religion, national origin, age, gender, disability, or other protected status.