Showcasing American Distilled Spirits in India


MUMBAI, India , Nov. 3, 2023 /PRNewswire/ — The Distilled Spirits Council of the United States (DISCUS), the leading national trade association representing U.S. producers, marketers, and exporters of distilled spirits, is excited to announce the launch of the Cheers! Spirits from the U.S.A. campaign in India. The campaign aims to educate hospitality businesses, adult consumers, and media in India on the taste, heritage, and style of American distilled spirits. 

The DISCUS Cheers! Spirits from the U.S.A. campaign is supported by the U.S. Department of Agriculture’s (USDA) Market Access Program (MAP). The campaign focuses on a wide range of American Spirits, with an emphasis on American Whiskeys, including Bourbon, Tennessee Whiskey, American Rye Whiskey, and American Single Malt Whiskey, which collectively constitute a significant portion of U.S. spirits exports globally.

Campaign Objectives:


  • Increase awareness and preference for U.S. distilled spirits among adult consumers, buyers, and importers in India.
  • Boost U.S. spirits exports through tailor-made in-person activities and digital promotional efforts; and
  • Facilitate the development of exports and provide education on U.S. distilled spirits.

“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 flavors, and versatility of American Whiskeys in cocktails for beverage alcohol trade, media, and adult consumers,” said Distilled Spirits Council of the U.S. Vice President of International Trade, Robert Maron. “We are grateful for the support of the U.S. Department of Agriculture and are optimistic about the growth of American Whiskey exports to India, which is the world’s largest whiskey market,” Maron added.

DISCUS enlisted the marketing agency, All Things Nice, to execute its campaign. “American Whiskeys, including Bourbon, American Rye or American Single Malts, are beautiful expressions of American culture. Passionate distillers have created a unique style that is definitively American. 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 wines and spirits trade and the food and beverage fraternity with this category that is bound to grow tremendously in India,” said Nikhil Agarwal, Campaign Ambassador for the Distilled Spirits Council of the United States in India.

Featured brands include: Wild Turkey, Maker’s Mark, Jim Beam, Elijah Craig, Templeton Rye Whiskey, Jack Daniel’s and Woodford Reserve amongst others.

The Distilled Spirits Council of the United States (DISCUS) is the leading voice and advocate for the U.S. spirits industry.

DISCUS’ Cheers! Spirits from the U.S.A. campaign, supported by the U.S. Department of Agriculture’s Market Access Program (MAP), seeks to increase the awareness and partiality of U.S. distilled spirits among adult consumers, buyers, and importers in key export markets. 

The U.S. distilled spirits industry is committed to social responsibility. For those adults who choose to drink, they should do always so in moderation and responsibly. For more information:

The Distilled Spirits Council of the United States, Inc., prohibits discrimination in its programs based on race, religion, national origin, age, gender, disability, or other protected status.


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