Thaindian News

Panaji, March 24 (IANS) American whiskeys are set to flood the Indian liquor market after nearly two years of sustained efforts to make Bourbon and Tennessee popular in this country, according to trade experts.

Frank Coleman, senior vice president at Distilled Spirits Council for United States (DISCUS), told IANS on the sidelines of a whiskey tasting event here Wednesday that American whiskey was slowly beginning to catch up with British brands in India like Johnny Walker and Famous Grouse.

“American whiskeys have been gaining in popularity in India and we would like more Indians to understand the nuances of American whiskeys and how they are mixable in cocktails,” Coleman said.

DISCUS is a national trade association representing US producers, marketers and exporters of distilled spirit products.

The whiskey tasting session is one of the many efforts by American whiskey manufacturers to educate and promote their brand of whiskey in a land where sale of Indian Made Foreign Liquors (IMFL) like Blenders Pride and Royal Challenge rule the roost and British whiskeys are second in popularity.

“The event aims to continue with the momentum created over the past two years in educating Indians about the unique character of American whiskeys available in the Indian market,” Coleman said.

He said a reduction in the very high import tariffs on imported spirits would result in greater choices and lower prices for Indian consumers.

David Pickerell, a master whiskey taster at the George Washington’s distillery at Mount Vernon, Washington DC, said American whiskey might just suit the typical Indian liquor palate as it was inherently sweeter than its counterparts.

“American whiskeys are produced in a completely natural process. Unlike other whiskeys, bourbon and Tennessee whiskeys are primarily made from corn and are aged in charred, new oak barrels which can be used only once,” he said.

“This combination makes for a fuller, sweeter whiskey than its European counterparts,” said Pickerell, who is also a part of the DISCUS roadshow in India.

American whiskeys, including bourbon and Tennessee whiskey, account for 71 percent of the exports of spirits in the US.