US officials are looking to increase the sales of Kentucky Bourbon in India to enhance market access for American agricultural and manufactured goods. The initiative was highlighted during a joint congressional hearing on commercial diplomacy involving the State and Commerce departments. Republican Congressman Andy Barr of Kentucky raised the topic, seeking support from the Commerce Department to promote American whiskey in India.
Barr mentioned discussions with US Ambassador to India Sergio Gor and India’s Commerce and Industry Minister Piyush Goyal regarding the matter. He emphasized India’s preference for whiskey and drew a distinction between Scotch and American bourbon, advocating for more imports of Kentucky bourbon in India.
David Fogel, Assistant Secretary of Commerce for Global Markets, affirmed that promoting such products aligns with the agency’s routine activities. He mentioned the collaboration with American businesses, including Kentucky bourbon producers, to facilitate their entry into foreign markets and expand sales. Fogel highlighted efforts to address non-tariff barriers through engagement with relevant ministries.
The discussion also touched on trade negotiations and challenges encountered by American agricultural exporters, with a California lawmaker citing pressures faced by producers of rice, walnuts, and almonds due to foreign subsidies and trade barriers. Efforts were underway to establish new trade agreements with countries like India and Japan to address these issues.
Caleb Orr, Assistant Secretary of State for Economic, Energy, and Business Affairs, emphasized President Donald Trump’s focus on tackling barriers hindering American farmers in key international markets. The hearing scrutinized the coordination between the State and Commerce departments in advancing US commercial interests abroad, addressing concerns about staffing shortages and responsibilities overlap.
Fogel highlighted the Foreign Commercial Service’s global presence and identified priority sectors such as artificial intelligence, energy, critical minerals, and US manufacturing. India, known for its significant alcoholic beverage market, has been a focal point in trade discussions due to its regulatory framework governing the spirits sector.
Bourbon, a quintessential American whiskey primarily associated with Kentucky, must adhere to specific US standards, including being made from a grain mix with a minimum of 51% corn and aged in new charred oak containers.
