The Distilled Spirits Council of United States hosted a tasting in Sydney last week to toast the rise of American whiskey in Australia.
For US whiskey producers, there is plenty to celebrate.
Retail sales of American whiskey have risen by 44 per cent since 2005, and recently cracked the USD$1 billion mark.
Australia is now the third-largest market for US spirits exports (80% of the spirits volume is whiskey), with exports in 2017 up 12 per cent from 2016.
According to the Distilled Spirits Council – America's national trade association representing the leading producers of distilled spirits in the US – Bourbon, Tennessee Whiskey and American Rye Whiskey are all enjoying a huge boom.
Underpinning the growing demand for American whiskey is a trend towards premium brands and cocktail consumption. Health concerns are causing Australians to drink less, but they are choosing to maintain their spending in the beverage market by instead consuming more expensive, premium spirits.
US whiskey producers are trying to capitalise on the trend, by partnering with mixologists to get their product onto cocktail menus. Guests at the Distilled Spirits Council’s tasting were treated to the creations of mixologist Kurtis Bosley, one of the many successful mixologists the Americans have engaged to spruik their wares.
So far, the strategy has been successful. The 12 per cent growth in export revenues since 2016 occurred despite trade volumes remaining steady, indicating that the dollar spend per litre of whiskey has risen.
The Council used the tasting event to showcase a range of whiskeys, including brands from a number of small American distilleries looking to break into the thriving Australian market.
A number of these brands participated at The Drinks Industry Trade Show in Sydney's Darling Harbour this week.
