The Tasting Panel magazine

September 2013

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Page 128 of 162

Whiskey & Whisky: So Vital They Named It Twice THE TASTING PANEL AND YOUNG'S MARKET COMPANY EXPLORE THE BEST OF BOTH WORLDS Y ou can smell it like a smoky wind of change: The brown spirits category is back and regaining share—and with a portfolio that's bursting with bourbon and overflowing with Islay, distributor Young's Market Company is leading the charge. And while whisk(e)y is doubtless a neat category, these days, it's increasingly taking real estate in the mixology world as part of a trend that brands and buyers have found it impossible to ignore. Young's Market Company has worked closely with its suppliers to foster the mixing movement, encouraging competitive creativity and partnering with its licensees to elevate awareness and educate on the inventive (and fun) side of whisk(e)y. THE TASTING PANEL was proud to partner with Young's recently, on two events that put innovative whiskies and the mixologists who love them in the spotlight. As buyers in Hawaii and Los Angeles tasted whiskies from around the world, we sponsored a competition that challenged mixologists to channel the Old World, showcase their spirit, excitingly innovate and entice a new whisk(e) y-drinking consumer, with Gold and Silver medals awarded in the following categories: Taste of Old World, Best Use of Brand, Most Original Cocktail and The Crowd Pleaser. Read about our adventures in the City of Angels and the Aloha State! 128  /  the tasting panel  /  september 2013 TP0913_104-156.indd 128 8/22/13 10:32 PM

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