Some of the 330,000 daily visitors to Times Square over the next five months may see an unusual whisky beaming down on them from not one, but 11, of the square's massive electronic billboards.
Taiwan's premier whisky maker, Kavalan Distillery, has joined the thousands of iconic American and global brands that over the past century have advertised at one of the most popular commercial intersections in the world.
As part of its push into the US market, Kavalan's award-winning whiskies are currently being projected onto the Thomson Reuters Building at No. 3 Times Square, central Manhattan.
Kavalan founder YT Lee says he hopes the US market will become a leading market for the brand. "This is about telling people Kavalan whisky is available in the US. We're here and we're in business."
The prestigious World Whiskies Awards (WWA) named the Kavalan Solist Vinho Barrique its 2015 World's Best Single Malt Whisky and the Solist Amontillado Sherry Single Cask Strength the 2016 World's Best Single Cask Single Malt Whisky.
Retailers in New York will be offering special tastings and promotions over the next five months. For more information, contact Kavalan's US importer, Anchor Distilling www.anchordistilling.com.
The Kavalan Distillery in Taiwan has been dedicated to the art of single malt whisky since 2006 and the recipient of more than 190 gold awards. At its distillery, a world-class R&D team, UK-trained master blender, and an international whisky consultant, oversee the production of an annual 5 million bottles.
Aged in American oak casks in intense humidity and heat, Kavalan also benefits from sea and mountain breezes and the Snow Mountain's spring water, which combine to create Kavalan whisky's signature creaminess. Kavalan takes its name from the old name for Yilan County and is backed by 30 years of beverage-making thanks to parent company, King Car Group. It is available in 40 countries. Visit www.kavalanwhisky.com/en/
26 August 2016 - Felicity Murray The Drinks Report, editor