India is the world’s largest whiskey consumer (1.9 billion litres in 2020) and is also a rising consumer of wine. India is undergoing an evolution in its drinking culture and trends abound, providing a wealth of opportunities for alcoholic beverage exports from the United States.
To capture some of this impressive throat share, FAS New Delhi recently packed the house at its ‘Taste of the Mid-West’ distilled spirits promotion programme at the Fig&Maple.
Nearly 100 key importers, distributors, retailers, press/media, food and beverage managers, and top social media influencers came out for a taste of spectacular, uniquely crafted mid-Western American spirits.
FAS New Delhi showcased never-before-seen premium whiskey and spirits from select Mid-West distilleries in Iowa, Wisconsin, Illinois, Michigan, and Montana.
The newly arrived Chargé d’Affaires, Patricia Lacina, an Iowa native, hosted the tastings alongside FAS New Delhi’s Mariano J. Beillard and Mark Rosmann, even preparing a specially crafted Old-Fashioned cocktail using Templeton Rye whiskey!
It’s the Golden Age of American spirits, with the versatility and quality of US bourbons, rye whiskeys, and other spirits coming barrelling through at the tasting stations, facilitating buyer/seller interaction and generating US exports.
FAS New Delhi and Mumbai this fall are rolling out US spirits and wine promotion tastings to entice new buyers.