Three bourbon whiskeys, all owned by Fortune Brands including (L-R) Maker's Mark, Jim Beam and Knob Creek, are displayed in Golden, Colorado July 24, 2008. Fortune Brands reports second-quarter earnings on July 25. (Rick Wilking/Reuters)

The 'Whiskey Trail' now runs through China

DiggThis

Boozing it up in the land of Mao for fun and, of course, profit.

By Cindy Skrzycki - GlobalPost
Published: June 25, 2009 19:24 ET

The gateway to the Whiskey Trail is at George Washington’s Mt. Vernon estate where the founding father in 1799 was the country’s largest whiskey distiller.

The Trail, studded with historic distilleries and sites in Virginia, Pennsylvania, Kentucky, and Tennessee, is well-traveled by tourists, but its end point for today’s distillers now leads to lucrative export markets like China.

Hoping to cash in on the developing tastes of status-conscious Chinese, U.S. companies such as Beam Global Spirits & Wine and Brown-Forman are trying to introduce — with the help of the U.S. government — the distinctive taste of American whiskey and bourbon to the Asian palate.

The Distilled Spirits Council of the United States in Washington, D.C., a trade group representing companies that make and market distilled alcoholic beverages, undertook a 10-day trade journey to Shanghai and Hangzhou to promote more Chinese consumption of whiskey and bourbon. The venture included presentations at a major trade show, tastings, and media dinners.

“The trade mission was very successful. It left a clear understanding of the history and profile of American whiskey and did a very good job of explaining the different styles and regional variations of our product and how to use them in mixed drinks,” said Wayne Batwin, director of the agricultural trade office of the U.S. Consulate in Shanghai.

The trip was designed to compete with Scottish brand whiskys such as Johnnie Walker and China’s own white grain-based spirit, Baijiu. But the real agenda was to push exports of U.S agricultural commodities — and crack new luxury markets that were long closed to American distillers.

It might take a drink or two to make the connection, but the more whiskey and bourbon sold in countries like China, the more American farmers can export corn, rye, barley, wheat and the charred oak barrels that distillers use for the aging process.

For this reason, the trip was financed partially by a $200,000 U.S. Department of Agriculture grant. On the menu was the promotion of brands such as Jack Daniel’s, made in Lynchburg, Tennessee; Jim Beam, distilled in Clermont, Kentucky; Wild Turkey from Lawrenceburg, Kentucky; and Maker’s Mark, Loretto, Kentucky.

Comments:

No Comments.

Login or Register to post comments

Recent on Commerce:

Looking sexy to sell nuts in Taiwan

Jonathan Adams - China and its neighbors - February 9, 2010 06:43 ET

Photo essay: In Taiwan, fetching young women in outrageous outfits sell betel nuts. Is this a tourist draw, or national shame?

India: The farmer's unhappy wives

Hanna Ingber Win - India - February 8, 2010 13:30 ET

Indian widows struggle mightily after a rash of farmer suicides.

Chickens: made in Brazil, sold in Iraq

Seth Kugel - Brazil - February 8, 2010 06:51 ET

Brazil's exports to Iraq have exploded in the last year and poultry is leading the charge.

Greek prime minister fights "credibility deficit"

Nicole Itano - Europe - February 8, 2010 06:40 ET

George Papandreou has stuck by his pledge to increase transparency despite economic woes.

Chile safeguards its food export success

Lezak Shallat - Chile - February 7, 2010 09:18 ET

Traveling to Chile? Don't even think about sneaking in an apple and cheese.

Can Toyota Digg its way out of recall crisis?

Thomas Mucha - Commerce - February 7, 2010 09:07 ET

The reeling Japanese automaker turns from old school PR to new media.

Opinion: Africa needs free market economies

Marian Tupy - Worldview - February 6, 2010 11:51 ET

Gates money for vaccines will help Africa's children, but better economic policies will help them more.

On Location: Shoul, Morocco — On the organic food frontier

Solana Pyne and Erik German - Morocco - February 5, 2010 06:55 ET

NYU unveils labor guidelines for Abu Dhabi campus

Tom Hundley - Middle East - February 5, 2010 06:44 ET

Human rights advocates warn that the workers building NYU's new campus could be forced laborers.

Japanese consumers tighten spending

Sonia Narang - Japan - February 5, 2010 06:30 ET

Once a hallmark of Japanese consumer culture, convenience stores are the latest casualty of the worldwide recession.

On Location: Sinaloa — The front lines of Mexico's drug war

Ioan Grillo and John Dickie - Mexico - February 4, 2010 09:13 ET

Video: Moroccan winemaker thrives

Erik German - Morocco - February 4, 2010 09:12 ET

Despite Muslim prohibitions, wine produced and sold from vineyards older than Roman times.

Sierra Leone boosted by World Bank

Kimberly S. Johnson - Africa - February 4, 2010 06:42 ET

Country's economy is still rebuilding after devastating civil war.

Opinion: How did China get double-digit economic growth?

Joel Brinkley - Worldview - February 3, 2010 11:17 ET

By dealing with some of the world's most repugnant regimes. Iran is just the latest on a long, long list.

Nigeria's oil rebels end cease-fire

Shyamantha Asokan - Global Green - February 2, 2010 06:48 ET

Crucial Niger Delta oil production threatened, Nigerians ask where is President Yar'Adua?

No porn, no gore, no sensitive politics: Censored in Indonesia

Peter Gelling - Indonesia - January 31, 2010 08:54 ET

Has Big Brother moved back to Jakarta? Does it matter?

Opinion: Uganda should consult Ghana on oil

Stephanie Hanson - Worldview - January 30, 2010 11:46 ET

Good planning and transparency should help population benefit from new find.

Fordzilla vs. Japan

Thomas Mucha - Commerce - January 30, 2010 09:40 ET

It may not be a giant radioactive lizard, but Ford is stomping all over Japan's auto industry.

Special Report

Thomas Mucha - Commerce - January 28, 2010 17:24 ET

20 correspondents, 20 countries and a world of pain. Meet the ground truth of the global economic crisis.

Top budget retirement destinations abroad

News Desk - Worldview - January 28, 2010 07:33 ET

Looking for a fabulous place to retire on a budget? GlobalPost picked 10 intriguing overseas locales where you can stretch every dollar.