THE Distilled Spirits Council of the U.S. (DISCUS) has announced an on-trade activation in the first two weeks of July that aims to showcase the exciting possibilities of American Whiskeys for flavour and creativity. As part of DISCUS’ ‘Cheers! Spirits from the USA’ campaign, The American Whiskey Cocktails Journey, which takes place from 1-15 July, will see some of London’s best bars create exclusive, one-off cocktails and put on special events that celebrate the American Whiskey category across a range of producers and styles.
In order to participate in the event, partner venues were tasked with creating a uniquely crafted cocktail menu made up of a minimum of two cocktails, that use American Whiskey. Throughout the two weeks, bars including TT Liquor, Homeboy and Milroy’s will be serving distinctive cocktails that reflect the unique cultural footprint of America in vibrant and delicious serves.
DISCUS’ ‘Cheers! Spirits from the USA’ initiatives highlight the taste, heritage, and style of American distilled spirits, with a particular focus on American Whiskeys. The American Whiskey Cocktails Journey will see London bartenders creating cocktails that harness the distinctive flavour profiles of Bourbon, Tennessee Whiskey, American Whiskey and American Single Malt Whiskey, which together account for the majority of the spirits exported by the U.S.
As a capital city in a major market for American spirits and one of the world’s best destinations for bars, London is perfectly placed for the activation. While Londoners are by now familiar with Bourbon, the breadth of excellent Whiskeys to be found across the U.S.A. remains underexplored to many. Through the American Whiskey Cocktail Journey, DISCUS aims to mobilise some world-leading venues and bartenders and shine a light on some incredibly exciting producers and spirits.
