New Delhi: The consumption of whisky in its traditional avatar has long been in vogue in the country, but whisky cocktails are also gaining popularity as more Indians are travelling overseas and experiencing international drinking trends.
World Whisky Day was launched in 2012 and since then has aimed to make whisky, and the drinking of it, fun and enjoyable, without being exclusive or prescriptive. Whether you’re a man who loves his whisky with ice, water or a cheeky mixer, there are plenty of ways you can get involved.
Vineet Agrawal, head of marketing – Indian subcontinent and Maldives, Brown-Forman Worldwide LLC, the company that manufactures the popular Jack Daniel’s whisky brand says,
The emergence of “craft cocktail bars specialising in whisky cocktails seem to suggest that the trend is here to stay”.
“American whiskies are currently witnessing a renaissance globally”, said Agrawal, who believes the consumption of whisky cocktails is more of a lifestyle choice.
Jamie Walker, a brand ambassador of USL-Diageo Reserve, said perceptions about drinking whisky are also changing.
“In the past, whisky has been typecast as a spirit only to be enjoyed neat or maybe ice and water, but this is changing. I find when I do whisky dinners and cocktail sessions, gentlemen are now eager to taste the cocktails and I’m often surprised at how much they enjoy them,” Walker said.
Most importantly, there’s no specific way of appreciating the drink, Walker noted.
As far as festivals promoting whisky cocktails are concerned, they play a very important role in spreading awareness of the spirit in the country.
“Such cocktail fests are a great platform to drive category education for the end consumer,” he said.
Jelkie even hosted a seminar at Tales of the Cocktail, the world’s biggest cocktail festival, in New Orleans a few years ago.
He said that the fest has “helped build the cocktail culture in the US over the past decade”.
Similarly, Jack Daniel’s hosted a whisky cocktail festival in India last year, enabling consumers to try the drink in a refreshing avatar.
As the temperatures in the capital continue to soar, whisky cocktail recipes are apt to beat the heat.
, recommended a classic mix of whisky, lemon, ice and ginger ale.
“When you are drinking cocktails in the heat, you need to keep drinking water as you will dehydrate. If you are at home, and you have a bottle of whisky, the first thing should be to try picking a cocktail that only uses the base spirit,” says Dean Callan, global brand ambassador of whisky brand Monkey Shoulder.
“If you find a drink or a combination that you like then that is good for you, stick with it! There is no correct way to drink whisky, and as such there is no definitive way to mix it in a cocktail,” he added.
First Published | 20 May 2016 1:00 PM
Web Title: May 21st: A day of Global Whiskey celebration!
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