DISCUS’ Cheers! Spirits from the USA campaign aims to raise awareness about the heritage, flavour profiles, and partiality of U.S. distilled spirits in India. The key objectives of the campaign will be to increase awareness and preference for U.S. distilled spirits among adult consumers, buyers, and importers and to further grow their presence via exports through tailor-made in-person activities and various digital promotional efforts.

All Things Nice

All Things Nice, led by ace sommelier Nikhil Agarwal, grabs the limelight, and this time we’re not talking about wine or cognac, but whiskey—specifically, American whiskies. All Things Nice has created a reputation for itself by providing great gourmet experiences to corporations and the luxury sector through client acquisition and engagement initiatives. Furthermore, they provide consultancy to restaurants, hotels, retail chains, airlines, and Indian and international companies in the luxury food and beverage sector.

TheGlitz sat down with Nikhil Agarwal to discuss all things nice after raising the bar for wine, spirits, and luxury gastronomical events throughout the years. Over to Nikhil…

Rajeev, TheGlitz.Media: Nikhil, it must be a great honour to be appointed brand ambassador by the Distilled Spirits Council of the United States (DISCUS) to spearhead the Cheers! Spirits from the U.S.A. campaign in India?

Yes, it is. To promote high-quality whiskies that are so unique, diverse and full of heritage is a huge honour.

Tell us more about the cheers! spirits from the U.S.A. campaign in India?

Cheers! Spirits from the USA campaign is designed to create more awareness around American whiskies within the spirits trade, professionals in the F&B industry, media and consumers in India. To educate people on American whiskies.

“American whiskeys, including Bourbon, American Rye, and American Single Malts, are beautiful expressions of American culture. We are proud to help spread the message and awareness of American Whiskeys in India through launch events and a 360-degree promotional campaign to connect consumers, the wine and spirits trade, and the food and beverage fraternity with this category that is bound to grow tremendously in India.”

Nikhil Agarwal, Campaign Ambassador for the Distilled Spirits Council of the United States in India

What are the potential risks and rewards of marketing American whiskey in India?

I cannot see any downside but if through our efforts, more importers of spirits begin to include American whiskies in their portfolio, bars include more American whiskies in their offering or consumers switch on to American whiskies more than they are now, that itself would be a great reward!

Seriously, I’m sure it’s a lot of work, isn’t it?

Oh yes, it is.  Lots of tasting and educational events. However, it’s great to see people respond so positively to brands of whiskies or styles they have never tasted before from the USA.

What are All Things Nice’ overall mission?

To get people together and to make them aware of the finest wines and spirits the world has to offer. Our work with the Distilled Spirits Council of the United States fits perfectly in line with what we are here to do.

“American Whiskeys, such as Bourbon, Tennessee Whiskey, and now American Rye Whiskeys and American Single Malts, are in demand around the world, including India. We are excited to showcase the authentic heritage, distinctive flavours, and versatility of American Whiskeys in cocktails for beverage alcohol trade, media, and adult consumers.”

Robert Maron, Vice President of International Trade, Distilled Spirits Council of the U.S.

How are American distilled spirits such as Bourbon, Tennessee, American Rye, and American Single Malt performing in comparison to one another with regards to exports?

I think India gets a lot more Bourbon and Tennessee whiskies followed further down the road by Rye which itself is only recently becoming more popular in India. We are also seeing a shift to higher-end whiskies from America. As far as I know, we do have too many American Single Malts in India, but I suspect that will change soon too.

What is the appeal of American Whiskey?

There is so much depth of flavour in American whiskies that they are immediately likable. Whether it be from the charred new American oak barrels or the grains used, one cannot deny that flavours in American whiskey are not subtle. For a lot of Indians, they have been drinking American whiskey with coke or only in some classic cocktails. People are now learning that American whiskies can be versatile in cocktails apart from the ones traditionally associated with them and are also great at sipping whiskey.

So, after all these years in the business, how are you enjoying it?

Very much so!

Statutory Alert

The distilled spirits industry in the United States is committed to social responsibility. All adults are advised to drink responsibly and in moderation at all times. More information can be found at www.drinkinmoderation.org