News

American spirits come to London and Manchester

09 August 2024 By Miona Madsen

The Distilled Spirits Council of the United States (DISCUS) will host two events – in London and Manchester – to introduce those in the UK on-trade to American spirits.

The House of U.S. Spirits will take place this year from 24 August to 7 September, with multiple immersive events, including two in London and Manchester.

The activation showcases ‘the best of American spirits’ from celebrated big producers to small craft distilleries, offering a blend of tastings, masterclasses, and exclusive events for the trade and media.

The events follow the success of the organisation’s Cheers! Spirits from the USA campaign, which included an American whiskey masterclass hosted by drinks writer Kristiane Sherry. The masterclass will be reprised at both events.

“The aim of the game is showcasing and educating on American spirits,” said Joel Matticks, manager of export promotions and representative of DISCUS. “We are excited to showcase an array of products from small, medium and large American distillers, with some of the most iconic spirits in the world, as well as a range of innovative new brands that are not yet available in the UK.”

Participating brands include Uncle Nearest, Leiper’s Fork, Virginia Distillery, Wild Turkey, Maker’s Mark, Jack Daniel’s, Woodford Reserve, Westland, Angel’s Envy, Kentucky Owl Bourbon and Bayou Rum.

The American whiskey category in the UK is experiencing significant growth. In 2023, US spirits exports reached a record US$2.2 billion, with the UK being the fifth-largest market. The number of US craft distillers has also increased from 100 in 2005 to more than 2,600 today, showing a growing diversity and innovation in the industry.

London and Manchester events

The flagship event will be held on 2 September at TT, a bar and shop in Shoreditch, east London. The on-trade event offers tastings with craft distillers and industry leaders, cocktail demos, and private tasting sessions unveiling new product launches. A full agenda can be found below.

The evening will also include a special panel discussion in partnership with The Spirits Business, with editor Melita Kiely as mediator, centred on the theme ‘Pour Equality: Women in the American Whiskey Industry’. The panel will bring together five women to discuss how to ‘celebrate and amplify the voices of women in the American and UK whiskey industries’.

During the activation, TT’s window display will showcase US spirits and there will also be a special guest menu at the venue’s terrace and cellar bars. Throughout the week, five American films will be screened, each paired with spirit-based cocktails.

The second main event will be held on 4 September at The Whiskey Jar in Manchester. Like its sister event, Manchester will feature portfolio tastings, cocktail demonstrations, an American Whiskey 101 masterclass, and a two-week-long cocktail menu in the venue.

The agendas

London event – 2 September

4pm-5pm Panel discussion: Pouring Equality: Women in the American Whiskey Industry, with The Spirits Business’ Melita Kiely
5pm-9pm Portfolio and private tastings, and cocktail demos
9pm-12am After-party

Cocktail demos and masterclasses