Second America’s Fine Spirits Promotion and Master Class in Sofia, Bulgaria

In October 2018, FAS Sofia, in cooperation with all Bulgarian importers of U.S. whiskey and the local spirits trade association (Spirits Bulgaria), organized the second edition of “America’s Fine Spirits” whiskey promotion, presentation, and master class.  The venue for this activity was the U.S. Ambassador’s residence.  High-level Government of Bulgaria (GOB) officials, senior trade, retail, hospitality, culinary, business, media, and celebrities attended.

Whiskies from all Bulgarian U.S. whiskey importers were represented, namely Jack Daniel’s Red Dog, Jim Beam Black, Bulleit 10 years old, Woodford Reserve, Hudson Manhattan Rye, Wild Turkey 101, Four Roses Single Barrel, and Maker’s Mark 46.

Ambassador Eric Rubin noted: “Tonight we will have the opportunity to taste eight examples of U.S. whiskey.  It is diverse, mixable, accessibly priced and approachable for a broad range of today’s consumers in Bulgaria and worldwide.”  He also provided some brief historic facts and talked about the variety and high quality of the U.S. whiskeys represented in Bulgaria.

A highlight of the activity was the educational module/master class, which was presented in an enjoyable, easy-to-comprehend format.  The whiskey expert’s presentation was focused on product placement of U.S. whiskeys in popular Hollywood movies, enhancing their good image and reputation.  He also provided plenty of interesting anecdotes about whiskey aging, legends, stories, and colorful facts about the various distilleries.