DISCUS

Distilled Spirits Council of the United States Hosts ‘Great American Whiskey Experience’ in India

December 14, 2015 11:00 AM

Master Distiller Steve Bashore Presents an Exclusive Tasting of American Whiskeys
 

The Distilled Spirits Council of the United States (DISCUS), today hosted the 'Great American Whiskey Experience', a one-of-a-kind tasting session at the residence of Scott Sindelar, Minister Counsellor of Agriculture Affairs in Delhi.

The event, supported by the U.S. Department of Agriculture, featured a presentation on the history and unique production process of American Whiskeys. It also included a tasting of globally recognized American Whiskeys, as well as some brands that are not currently available in India.  

”American whiskeys, such as Bourbon, Tennessee Whiskey, and now American Rye Whiskeys, are experiencing significant growth around the globe – but particularly in South Asia,” said Distilled Spirits Council Senior Vice President Christine LoCascio. “We are excited to showcase the heritage and flavors of American Whiskeys and share them with media in India.  We are also grateful to the USDA and Minister Counsellor Sindelar for their support.”

LoCascio added, “Overall, U.S. distilled spirits exports to India reached almost $4 million in 2014; exports through October 2015 are up 34% over the same period in 2014.  We are pleased with the response American whiskeys have received in the India market and are optimistic about further growth.”

The event featured a tasting led by Steve Bashore, Master Distiller at the historical George Washington’s Distillery in Mount Vernon, Virginia.  Explaining the time-honored tradition of whiskey making in the United States, which dates back to the 1700s, Bashore commented, “American Whiskeys, such as Bourbon, Tennessee Whiskeys and American Rye Whiskeys, are integral to the history of the United States. Our Founding Father George Washington produced a Rye Whiskey, the recipe of which we have worked to recreate at the George Washington Distillery at Mount Vernon.”

The event also featured a cocktail presentation by the well-known author and Mumbai-based American Whiskey Ambassador, Shatbhi Basu. She showcased the mixability and versatility of American Whiskeys so that participants could compare classic American cocktails, such as the Manhattan and Old Fashioned, head-to-head with Bourbon and Rye Whiskeys.

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.

About the Distilled Spirits Council
The Distilled Spirits Council of the United States (DISCUS) is a national trade association representing U.S. producers, marketers and exporters of distilled spirits products (www.distilledspirits.org).  In partnership with the United States Department of Agriculture’s Market Access Program (MAP), the Distilled Spirits Council aims to educate the hospitality industry, adult consumers, and media in key spirits markets on the taste, heritage, and style of American distilled spirits.  The Council’s MAP promotions focus primarily on the history and unique qualities of American Whiskeys, including Bourbon and Tennessee Whiskey, which account for the vast majority (70% in 2014) of U.S. spirits exports worldwide.

About The SCS Group
The SCS Group is an agribusiness consulting firm specializing in marketing, international trade and communications strategy related to food, beverage and agricultural products. The firm has an intimate understanding of the evolving tastes and purchasing patterns of premium foods by the Indian consumer as their disposable incomes grow and they integrate into the global economy. The company also represents Fresh California Grapes, California Prunes, USA Pears, Washington Apples and California Peaches, Plums and Nectarines, among others, in India.
 

 

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