Government backs British drinks show in NYC

The UK government is promoting homegrown products abroad with the launch of the British Spirits and Sparkling Wine Week in New York City.

The British Spirits and Sparkling Wine Week is taking place in New York City

Running from 22-28 October 2018, the event has been spearheaded by the Department for Environment, Food and Rural Affairs (Defra) and the Department of International Trade’s (DIT) Food is Great campaign, in partnership with the Wine and Spirits Trade Association (WSTA) and other industry representatives.

The week-long series of events is taking place across Manhattan and aims to inspire buyers and influencers in New York to try British brands.

Defra’s food minister, David Rutley, said: “America continues to be a growing market for us and its consumers have an increasing interest in our whiskies, gins and sparkling wines – gin exports alone have risen by £49 million (US$63.2m) in the last four years.

“This latest event has been a real showcase of some of the outstanding products we have to offer New York, the US, and the world, and I applaud the creativity and innovation of all involved.”

During the event, a number of brands took part in the Great British Cocktail Competition, which saw New York mixologists create cocktails using quintessential British ingredients.

The winner was Tim Harris from the Manhattan Cricket Club, who impressed a panel of judges with his Tea & Sympathy serve, which contained: No. 3 Gin, English lavender, crème du violet, lemon and Lady Grey tea.

A number of other immersive events and brand collaborations are taking place during the inaugural British Spirits and Sparkling Wine Week, including a ‘London fog’ installation by Bompas & Parr, which allows guests to taste rose water and gin-flavoured mist through straws.

“There’s a huge demand for the unique and innovative British spirits that are available in the US, particularly with gin, which predictions show could increase by 40% in the next five years,” said Simon Stannard, European and international affairs director at the WSTA.

“We’re incredibly excited to put our great British brands in the spotlight, building awareness and love for these brands amongst this key audience.”

The Food is Great campaign – the UK government’s “most ambitious” international promotional campaign to date – is aiming to increase British exports of food and drink.

Last year, such exports were worth £22 billion (US$28.4bn) and the government is aiming to increase sales by £2.9bn (US$3.7bn) by 2020.

In 2017, exports of British gin broke the £500m (US$645m) barrier for the first time.