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NDTV
22-07-2025
- Entertainment
- NDTV
Bourbon Whiskey Is Trending In India. Here Is Why It Deserves A Spot In Your Home Bar
The party never stops at Bourbon Street in New Orleans (NOLA). It was here at 2 am on a typical wild night in NOLA that I first heard about the Mad Men Effect almost a decade ago. Mad Men, the popular 2010s TV show, contributed to the resurgence of classic cocktails like the Old Fashioned. The rise of a global cocktail culture also led to the soaring sales figures of Bourbon whisky. The Kentucky Bourbon tale is one of America's legendary immigrant stories. It all began in the 1770s when European settlers arrived with rugged stills and learnings from their respective countries on how to put these stills to good use. Bourbon might be an American original, but it is slowly finding a fan base in India, too. From five-star bars to home bar carts, this once-niche spirit is now a go-to for mixologists and drinkers looking to shake things up. Also Read: 5 Must-Have Whiskey Glasses For Your Bar Collection Origins The conflicting legends that surround the origin of bourbon whiskey add to its mystique. Some credit Elijah Craig, a Baptist minister and distiller, as the first to age the product in charred oak casks that lend the Bourbon its distinctive brown hue and taste. Some link the origin to Jacob Spears, an early distiller and the first to label his product as Bourbon whiskey. I also heard another version when I was in New Orleans, which historians like Michael Veach have suggested. They believe that the spirit takes its name from Bourbon Street, where Kentucky whiskey was sold as a cheaper alternative to French cognac. Also Read: Confused About Whisky Vs. Whiskey? Here's Everything You Need to Know Bourbon defined Although Bourbon as we know it became an integral part of the American landscape in the second half of the 19th century, it was finally recognised in 1964 by the United States Congress as a distinctive product of the US. Bourbon may be made anywhere in the US, but it is strongly associated with the Southern US and particularly the Bluegrass state - Kentucky. In simple terms, Kentucky Bourbon refers to a barrel-aged whiskey made primarily from corn. The US Congress recognition in 1964 also stated that Bourbon sold in the US must be produced in the country from at least 51% corn and stored in a new container of charred oak. The popularity of Bourbons has also been driven by mixologists across the world. Nitin Goyal, the Bar Manager at The Ritz-Carlton, Bangalore, compares Bourbon to one of your music playlists with popular music. It's just the spirit when you're mixing for a diverse crowd. Reliable, bold and something that makes you look good behind the bar. Bourbon's unique mix of versatility, flavour complexity and versatility makes it ideal for cocktails. Just what you need for your home bar when you play mixologist: Try these Bourbon Cocktails at home Classic Old Fashioned Recipe Courtesy - Nitin Goyal, Bar Manager, The Ritz-Carlton Bangalore This classic cocktail dates back to 1881. It was believed to have been brought to the Waldorf Astoria in New York by a bartender from the Pendennis Club in Louisville, Kentucky, in the heart of Bourbon country. Nitin recommends Bourbons in the 90-100 proof range. Higher proof options like Wild Turkey 101 or Old Forester 100 stand their ground when mixed-they won't get lost in the ice or muddle. Recipe: Bourbon Whiskey - 60 ml Sugar Cube - 1 Cube Aromatic Bitters - 5 ml or 1 bar spoon Method - Build Up Glassware - Cut Old Fashioned Garnish - Orange Twist Aura Recipe courtesy - Hiramon Paul, Bar Manager, Sheraton Grand Pune Bund Garden Hotel This new age cocktail incorporates truffle-infused Bourbon whiskey. Hiramon describes this as an aromatic, fruity and foamy cocktail. He recommends using freshly squeezed lime juice for the cocktail and actual truffle to infuse the whiskey. Ingredients: Truffle-infused bourbon whiskey - 60 ml Egyptian hibiscus ginger flush shrub (House-made) - 30 ml Citrus juice - 10 ml Egg white (optional) Method: Fill a shaker with ice: Add ice to a cocktail shaker until it's about half full. Add the whiskey, lemon juice, and simple syrup: Pour the truffle-infused bourbon, lemon juice and homemade Hibiscus shrub into the shaker. Shake until chilled: Close the shaker and shake vigorously for about 10-15 seconds to combine and chill the ingredients. Strain into a glass: Strain the mixture into a coupe glass filled with a round ice ball. Garnish with dehydrated hibiscus flower as a sustainable practice Smoked Maple Bourbon Sour Recipe courtesy - Madhumita Maltesh, Executive Mixologist, JW Marriott Hotel Bengaluru Madhumita recommends using a Bourbon with a good oak and vanilla profile for both classic and modern drinks. Ingredients: 60 ml Bourbon 20 ml Fresh lemon juice 15 ml Maple syrup Egg white (optional, for froth) Smoke from burnt cinnamon stick (for aroma) Method: Dry shake all ingredients (without ice) to emulsify. Add ice and shake well, again. Strain into a chilled coupe glass. Infuse with cinnamon smoke for a modern twist. Three Kentucky Bourbons for your home bar Wild Turkey 101: Master Distiller Jimmy Russell is a Kentucky legend and the longest-tenured active master distiller in the world; he's been crafting Wild Turkey 101 for over 60 years with a high rye content that's aged in American White Oak barrels with the deepest char for more character. Jim Beam Black: A recent avatar of the popular Kentucky Bourbon. This award-winning, full-bodied Bourbon is extra-aged with an enhanced level of elegance and refinement. The 86-proof Bourbon whisky spends years longer in American White Oak barrels than the original Jim Beam, offering the spirit its full-bodied flavour with notes of warm oak and smooth caramel. Maker's Mark: This small-batch bourbon whiskey produced in Loretto, Kentucky, has acquired a cult following. Never bitter or sharp, Maker's Mark is made with soft red winter wheat, instead of the usual rye, for a one-of-a-kind, full-flavoured Bourbon that's easy to drink. Each and every bottle of Maker's is still hand-dipped in the signature red wax at the distillery. Disclaimer: The opinions expressed within this article are the personal opinions of the author. NDTV is not responsible for the accuracy, completeness, suitability, or validity of any information in this article. All information is provided on an as-is basis. The information, facts or opinions appearing in the article do not reflect the views of NDTV and NDTV does not assume any responsibility or liability for the same. Advertisement About Ashwin Rajagopalan I am the proverbial slashie - a content architect, writer, speaker and cultural intelligence coach. School lunch boxes are usually the beginning of our culinary curiosity hasn't waned. It's only got stronger as I've explored culinary cultures, street food and fine dining restaurants across the world. I've discovered cultures and destinations through culinary motifs. I am equally passionate about writing on consumer tech and travel. For the latest food news, health tips and recipes, like us on Facebook or follow us on Twitter and YouTube. Tags: Bourbon Whiskey Trendubg Wikskey In India Bourbon Cocktails At Home Show full article Comments
Fast Company
11-06-2025
- Business
- Fast Company
How American companies can keep global customers
In 2025, American brands are facing a new kind of export problem: their reputations. International customers are voting against a volatile mix of tariffs and border crackdowns with their passports—and their wallets. Canadian travel to the U.S. has plummeted, with road trips down 32% and air travel off by 13.5% in March alone. European summer bookings are down 25% at hotel groups like Accor. In some border towns, duty-free shops are reporting business drops of over 80%. And we've all seen the pictures of Canadian retailers proudly removing bottles of Kentucky bourbon from their shelves. This isn't just a tourism issue. It's a brand loyalty issue. And it's a fast-moving crisis for U.S. companies operating abroad. The hard truth is this: Many global customers are no longer separating American brands from American politics. They're seeing them as one and the same. Which raises a question that is keeping more and more corporate leaders awake at night: What do I do when my business and brand's provenance—yes, I mean country of origin—becomes a liability? Do you double down on re-asserting your values, even if doing so heightens your visibility and risks making your company a political lightning rod? Do you soften your messaging abroad and hope to quietly ride it out? Do you try to sound 'less American,' whatever that means? In moments like these, there's no one-size-fits-all answer. But there is one universal starting point: You have to know your customers. START WITH WHAT'S EXPECTED OF YOU Some brands have built their global relationships on a deep emotional foundation of trust, care, empowerment, and sustainability. For them, this moment calls for leaning harder into those values, not backing away. Reassure customers that your promise to them transcends politics, and that the principles you operate on are still intact. If you're in financial services, for example, that could mean focusing on financial peace of mind. If you're in travel or hospitality, it could be about reaffirming safety, consistency, and a sense of welcome—values that carry extra weight right now. The calculus changes if your brand has always had an activist streak. Ben & Jerry's, for example, hasn't blinked at confronting controversy abroad or at home, going so far as to sue its parent company for regulating what the brand can post on social media. It's the kind of action that customers expect from the brand. If anything, this climate gives them more permission to speak out, even if their parent company doesn't agree. But even they have to be thoughtful. Condemn everything and you risk sounding like an outrage machine—or worse, an opportunist. Then there are companies whose global customer base isn't interested in political commentary at all. In those cases, showing up quietly but consistently—continuing to support local partners, speak in the language and context of your audience, and uphold your brand promise—is the smartest move. That's the path Costco has been walking, and to great effect. No grand gestures. No declarations. Just a steady commitment to delivering value to diverse communities, here and abroad, without apologizing for who they are or where they come from. The results? Thirteen consecutive weeks of increased foot traffic. STAYING RELEVANT AMID THE CHAOS What unites all of these approaches is not ideology. It's clarity. Clarity of purpose. Clarity of audience. Clarity of voice. That's what the best global brands are showing us right now, and it's the key to what we at Prophet call Uncommon Growth —our philosophy for helping companies grow by staying relentlessly relevant to the people they serve, especially in times of disruption. One of those principles is empathy. Not the soft, squishy kind, but the kind that requires real listening. How are your customers feeling? What's changed in how they see you? What signals are they sending that you may have missed? Another is agility. Too many companies are still treating this moment like a PR crisis that will pass. It might. But if it doesn't, the ones who win will be those that evolve—who rethink their operating model, their messaging, their partnerships and even their channel strategy. Do you need to go more direct in markets where your traditional distribution has dried up? Should you invest in localizing content, not just translating it? Is now the time to double down on brand building in regions where your presence is slipping? Listen, it's easy to feel like a victim when forces beyond your control start reshaping your business. And for many leaders right now, this does feel unfair. You didn't pick the fight. You didn't write the trade policy. You're just trying to serve customers and keep your promises. But growth doesn't come from wallowing. It comes from action. From orientation. From remembering that the playing field may have changed, but the needs of the people you serve haven't gone away. If anything, they've gotten more complex. Opportunity lives in solving the real problems caused by chaos. So, whether you lead a bourbon brand, a global tech firm, or a family-run retail chain with customers in Montreal, the question right now isn't how to avoid the blowback. It's how to respond with clarity, creativity, and empathy, and still stay true to who you are. American companies have so much more to offer their international customers than their provenance. Many values that have shaped the American experience over its history—around innovation, optimism, freedom, reinvention, courage, reliability, excellence—are still there for the taking. There are no borders for brands that truly understand people and serve them with consistency and care.
France 24
02-05-2025
- Business
- France 24
The EU can pinch the US without shooting itself in the foot: Ex-trade commissioner Lamy
We begin with the US-EU trade dispute, and the tariffs imposed by the Trump administration on EU steel and aluminium as well as on other European goods. "I had to deal with issues of this kind when I was European trade commissioner back in the Middle Ages, but on a much smaller scale," Lamy says wryly. "There is a zone where you can retaliate in pinching the US without shooting yourself in the foot. The usual candidates – Harley Davidson [motorcycles], orange juice or Kentucky Bourbon were already on my list (when I was the commissioner). But if there had to be retaliation this time, it would probably not be just on goods, but also on services, which is a much more complex area – whether that's in financial services, where the US have an extremely large position in Europe, or in digital services. So that would be new ground to be covered." Lamy implies that the EU may end up having to retaliate against the US tariffs, one the current 90-day "truce" ends. "The EU has two options. One is to try to negotiate. And if that doesn''t work, the second option is to retaliate," Lamy states. "Now, the question for Mr. Trump is, 'is there anything which you believe would ease transatlantic trade tensions and which we could negotiate together?' So far, as far as I know, there is no answer to this question. There have been repeated trips by Commissioner Šefčovič to Washington to try and identify some sort of negotiating corridor. 'What are you looking for? I can tell you what I am looking for. Then let's structure some sort of trade-off.' But there is zero signal on the US side for the moment." Does Lamy see the dispute ultimately going to the World Trade Organization? "If the US maintains tariffs that clearly violate their WTO commitments, then countries will have the right to retaliate and seek compensation," he replies. "You are allowed to offset the damage done to you by another damage that you impose on the US economy. At the end of the day, it's a lose-lose game. But there has to be a price for a country which belongs to an international organisation and which has taken firm commitments [to that organisation]." We turn to the economic situation in France, which is a concern to many both in France and the EU. Lamy believes that debt is "the Achilles heel of the French economy. I entered professional life in 1975, and the French Republic has not had one balanced budget since 1975. And that's not normal. So we really have to, at some stage, bite the bullet and reduce public expenditure. None of the political forces in France really have a strategy to do that. And the public mood in France is pro-expenditure and against taxes. We've seen the results." What would Lamy's former mentor Jacques Delors, who was president of the European Commission in the 1980s and 1990s, make of the direction that Europe is now taking, if he had lived to see it? "He would say, 'the world has changed. Europe needs to be more powerful'," Lamy replies. "Whether we like it or not, this a necessity imposed by the context." Lamy goes on: "We will not become more powerful if our economy is not stronger. So the first step to political power is to reform our economies, and to exploit the huge untapped potential of the internal market. This is a necessity. Then, of course, more investment in defence is a no-brainer."
Yahoo
24-04-2025
- Sport
- Yahoo
Kentucky priest asks what to do with UK jersey signed by late pope, head coach
LEXINGTON, Ky. (FOX 56) — In the wake of Pope Francis' passing on Monday, April 21, a Kentucky priest is left wondering what to do with one of the last gifts from him. Father Jim Sichko, Papal Missionary of Mercy, posted a video on Facebook just before 1 p.m. on Thursday, asking the community what to do with the last items that the Pope had given to him. Kentucky priest asks what to do with UK jersey signed by late pope, head coach NFL Draft 2025: What to watch for as picks come in The NFL's most powerful piece of paper — the Draft Card 'I remember when I went to the Vatican the last time I saw him, just about three months ago, he, without me asking, he signed the UK jersey that Coach Pope had autographed for me to give to Pope Francis,' Fr. Jim said. 'I just don't know what to do with it!' Sichko presented the jersey, signed by University of Kentucky men's basketball head coach Mark Pope, to Pope Francis in May of 2024. On the same day, Pope Francis also signed two bottles of Sichko's Kentucky Bourbon, Papal Willett, which are decorated with the Papal Seal and the Pope's coat of arms. Those bottles would go on to sell for about $30,000, benefitting Paws 4 the Cause. Sichko said he was torn between keeping and cherishing the double-signed jersey, giving it to UK Athletics or other university leaders, or putting it up for auction and donating the benefits to a Kentucky charity. Man accused of filming women inside Louisville dressing rooms Fayette County inmate accused of jailhouse stabbing Kentucky priest asks what to do with UK jersey signed by late pope, head coach 'Someone suggested that maybe I ask you all,' Sichko said. 'Just let me know what your thoughts are.' Fr. Jim said the jersey was the last item he had received from Pope Francis. The Associated Press contributed to this report. Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
Forbes
21-04-2025
- Business
- Forbes
The American Whiskey Industry Is Getting A Much Needed Boost
The Kentucky Bourbon industry is a target of worldwide retaliatory tariffs. The whiskey industry in the United States has entered a turbulent era marked by layoffs, declining sales, shifting consumer preferences, and an uncertain global marketplace. The announcement last week that industry darling Westward Distilling, one of the pioneers in the fledgling American Single Malt Whiskey movement, had filed for bankruptcy protection is a prime example. However, amid these difficulties, there lies an exciting industry that is helping to upend the discussion around whiskey worldwide. Nowhere is this more evidenced than by the decision by the International Wine and Spirits Competition (IWSC), one of the world's oldest and most prestigious spirits competitions, to return to the United States for a second straight year to judge North American whiskies. Their team of highly respected judges will blind taste-test hundreds of American whiskies in Bardstown, Kentucky, from June 7-10, 2025. They will announce their results for the Best American Whiskies on June 16, 2025. The winners will go on to compete for the title of World's Best, which will be announced November 12, 2025, in London. Coming to America again only makes sense to Dawn Davis, the head of whiskey judging for the IWSC and the person leading the American judging team. "I think we've only just scratched the surface of what American whisky can offer and the amazing liquid that its distillers are turning out," said Davies. "That's why we are here again to shine a spotlight on what is happening here and to help introduce it to the rest of the world. Outside of brands like Jack Daniels, Makers Mark, Buffalo Trace, and a few others, the world really doesn't know about all the amazing liquid being produced in America.' Dawn Davis MW, the head buyer for The Whisky Exchange and the leader of the IWSC worldwide whisky judging team. Shining a spotlight on America's whiskey couldn't come at a better time. After riding a wave of homegrown growth for over a decade, reaching a high point in production in 2022 when Kentucky distillers produced a record 2.7 million barrels, sales have softened. Growth has gone into negative territory, hitting -2% in 2024, according to a report from IWSR, and the current Trump tariffs are threatening the export market crucial for future growth. While the massive growth in its craft distilleries has infused the U.S. market with innovation, it has also led to saturation, confusion for consumers, and increased difficulties for distillers in maintaining profitability. It resembles the craft beer market in many ways. According to Davis, one of the key ways for brands to move forward successfully is to go back to the basics. They need to focus on telling consumers why their whiskey deserves attention and dollars. Sustainability, authenticity, and production techniques resonate with younger consumers and will help drive sales. Instead of rolling out fancy marketing programs, brands should educate drinkers about what makes their liquid special. That's where the IWSC and other respected judging competitions can help. "It's a tough landscape for whisky distillers worldwide right now with the economic uncertainty and shifting consumer preferences," said Davies. "It is forcing the industry, especially in the United States, to adapt and get back to the basics of telling their story to drinkers and justify to them why they should reach for their bottle. Winning awards at events like IWSC can help brands break into new markets and influence buyers to bring in their whiskies." Like last year, the IWSC will award gold and double gold medals across a variety of categories to North American distillers, with the highest-scoring bottles named the best. As expected, one of the strongest categories will be bourbon, with rye and blended whiskies also garnering significant attention. But it will be the American single malt category that both excites and worries Davis the most. As the first new whiskey category to be federally recognized in America in 52 years, it became official on December 18, 2024; it is almost completely unknown both inside and outside the United States. "I think it's an unfortunate time for American single malt because it should be having its moment in the market, but the economic pressures are making it difficult for many distillers to thrive. Last year, we were introduced to some pretty amazing liquid that would thrive on the world stage," said Davis. "The potential is there, but the industry needs to ensure that these spirits receive the attention and appreciation they deserve." The event is famous for unearthing often overlooked bottles for drinkers to grab. Last year, Coors Spirit Co, yes, that Coors, took home the top award in blended whisky while industry leader Bulleit grabbed the rye whisky award. But tiny Kentucky Peerless Distilling Company's victory in the bourbon category for its Toasted Kentucky Straight Bourbon Whiskey, which bested some well-known bottles, really turned heads. Thirteen-year-old Virginia Distilling Company showed the world what American single malt whiskey brings to the table. For an industry in flux, the IWSC returning to Kentucky couldn't have happened at a better time. Hopefully, it will help distillers and an American whisky scene that is poised to take its place on the international stage. Follow here for the most up to date information about the ever changing beer, wine, and spirits industry.
