This week our Irish Whiskey News features articles on a new EU- China trade deal that will benefit Irish whiskey and Bushmills brings the art of whiskey and cheese together.

So let’s see what’s happening this week in our Irish whiskey news.

Irish Whiskey News - Nov 7 - 2019 - Irish Whiskey China Deal

Irish whiskey to benefit from EU-China trade deal

The agreement, which will also see Irish cream liqueurs protected, was finalised in Beijing on November 5th and has been signed by EU commissioner Phil Hogan. Whiskey distilled and matured in Ireland can now be labelled and sold in China as Irish whiskey. Trade group the Irish Whiskey Association (IWA) has welcomed the new agreement, which will allow the category to “crackdown on fake competitors”.

“Irish whiskey sales in China have historically been low, but the category recorded 50% growth in 2018,” said William Lavelle, head of the IWA. “Chinese consumers are increasingly looking for authenticity. This agreement protects and promotes authenticity and will grow sales. “The protection provided in this agreement will further give Irish whiskey producers the confidence to invest in increased sales and marketing in China, knowing that there is legal remedy to crack down on fake competitors.”

Irish Whiskey News - Nov 7 - 2019 - Bushmills7

Bushmills to bring the art of whiskey and cheese together

Bushmills® Irish Whiskey is collaborating with renowned cheese affineur and founder of The Cheese Tasting Company, Ned Palmer, to host a series of whiskey and cheese pairing masterclasses across Ireland in November and December. The exclusive events will bring the 2019 #BlackBushStories campaign to a close, following a busy calendar of immersive consumer experiences throughout the country.

‘Black Bush & Cheese’ will take place in Belfast at The Pug Lounge in Pug Uglys on Tuesday 26th and Wednesday 27th November. The events are a first in Northern Ireland for the London-based cheese expert and will see Ned showcasing his favourite Irish cheeses as he joins Bushmills Brand Ambassador, Lauren McMullan, to introduce guests to the arts of both whiskey and cheese tasting.

The masterclass will explore the similarities between the crafts of Irish whiskey distillation and cheese making, uncovering the significance of the maturation process in each and how this reflects in their respective flavour profiles. Alongside this, guests will explore a selection of complementary pairings of Bushmills’ best loved whiskeys with artisan Irish cheeses and will have a go at creating their own pairings.


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