$category>Pisco
Overview: In a bold move to bridge two spirits traditions, Maritine Brands has launched Shāng, a baijiu-whiskey hybrid that combines centuries-old Chinese fermentation techniques with the precision and structure of American whiskey-making. This pioneering spirit is now available for pre-order in the US.
The Full Story
Shāng’s origins are rooted in China, where it was produced by Guìzhōu Guótái Shùzhì Liquor Group using traditional jiàngxiāng brewing techniques. However, its development involved a partnership with Whiskey House of Kentucky and The Blending House to infuse the spirit with American whiskey-making expertise.
This unique collaboration resulted in two distinct expressions: Shāng Dàn Yă and East + West Kentucky Blend. Both are matured in charred American oak barrels, which impart complex flavors such as fruit, chocolate, baking spices, vanilla, toasted grain, and caramel to the spirit.
Production & Profile
The base of Shāng is made from red sorghum and aged in traditional clay pots in China. The spirit undergoes a process called dual-brewing and dual-ageing – first fermented using Chinese solid-state jiàngxiāng brewing techniques, then distilled, matured in American oak barrels, and blended.
Shāng Dàn Yă is bottled at 50% ABV and features floral aromas with umami notes. East + West Kentucky Blend sits at 46% ABV, showcasing a ‘softer’ character with vanilla, toasted grain, and caramel flavors.
Brand & Industry History
The partnership between Maritine Brands and Guìzhōu Guótái Shùzhì Liquor Group marks an exciting new chapter in the global spirits industry. As a joint venture between True Essence Foods and Guìzhōu Guótái Shùzhì, this collaboration brings together world-class expertise to create something entirely new.
The concept of jiàngxiāng brewing originated from the Chìshuî River basin in China, where traditional techniques have been refined over centuries. By combining these ancient traditions with modern American whiskey-making methods, Shāng represents a ‘new cross-cultural category’ that is poised to shake up the spirits landscape.
What This Means
The launch of Shāng Baijiu Whiskey signifies a significant development in the global spirits market. As consumers become increasingly open to new and innovative products, this pioneering spirit will likely appeal to those seeking something different from traditional whiskey offerings.
This collaboration also highlights the growing importance of cross-cultural exchange in the industry. By blending ancient Chinese brewing traditions with modern American techniques, Shāng is paving the way for future collaborations between distilleries around the world.
Consumer Takeaway
To those interested in exploring a unique spirit experience, Shāng offers an exciting opportunity to discover its distinct flavor profile and cultural heritage. With two expressions available – Shāng Dàn Yă and East + West Kentucky Blend – consumers can choose the one that best suits their taste preferences.
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