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Issue link: https://read.dmtmag.com/i/746733
www.cheersonline.com 20 • November/December 2016 "To be sure, these are interesting times to be in the whisky business," says Hart Johnson, beverage manager for Piper's Pub, a Scotch/Irish restaurant in Pittsburgh. For 17 years, the pub's focus has always been imported whiskies, with a collection of around 100 single-malt Scotches, about 20 Irish whiskeys and a sprinkling of Canadian. But now, Johnson has been adding imported whiskies from England, India and Japan. "Customers want to try something new every time they stop in for a drink," he says. Although it may seem that consumers are focused on bourbon and rye, crossover is occurring toward imports. Thirsting for the new and novel, geeks and newbies alike are looking to farther shores for new experiences, driving interest in whiskies from all corners of the globe. CROSSOVER CONTINUES "I've been seeing some bourbon drinkers switching over to the smoother single malts," says Tim Beadle, general manager of Small Batch–Whiskey and Fare. The St. Louis, MO- based establishment is part of the multiunit Baileys' Restaurants group. Small Batch carries more than 120 whiskeys, about 20% of which are imports. For crossover Scotches, Beadle points to Auchentoshan's American Oak and Three Wood expressions. Lowland malts are triple distilled for a lighter taste, and these two whiskies are matured in bourbon barrels. "Imported whiskies are trying to cater to American palates more than they used to, partly to counter the rise in popularity of bourbon," says Krissy Harris, creative director at The Wren, a gastropub from the New York-based Bua Bar Group. Americans perceive Scotch as peaty, and many don't care for that flavor, Harris says. She sees more Scotches aged in rye or bourbon barrels to appeal to the U.S. market and demonstrate the whisky's versatility. Overseas brands are also putting terms familiar to Americans on labels to get trial, she adds, pointing to Johnnie Walker Rye Cask, as an example. The Wren carries 50 to 70 whiskeys; about half are imports. But sales still lean more toward bourbon and rye, Harris says. Consumers seeking new adventures in whisky are investigating imports By Thomas Henry Strenk "Imported whiskies are trying to cater to American palates more than they used to, partly to counter the rise in popularity of bourbon." — Krissy Harris, creative director at The Wren, a gastropub from the New York-based Bua Bar Group