Overview: Shāng Whiskey, a creation of the Chinese-American joint venture Maritine Brands, introduces a novel approach to American whiskey by marrying ancient Chinese baijiu spirit with Kentucky heritage. The brand offers two distinct expressions, the East + West Kentucky Blend and Dàn Yǎ, designed for consumers seeking an off-the-beaten-path option within the spirits category.
The Full Story
For those looking to move beyond ordinary American whiskey, Shāng Whiskey presents a fresh take on classic styles. Shaun Hughes, marketing director for Maritine Brands, notes that baijiu is the most popular liquor in the world, boasting a history spanning 5,000 years. The spirit typically utilizes fermented sorghum and often includes pungent earthiness, though Shāng refines this profile through specific maturation processes.
Currently, products are available for purchase on the brand’s website and are slowly being rolled out via distributors into various U.S. states. The brand worked with the Whiskey House of Kentucky to produce a whiskey distillate from Kentucky-grown red sorghum that was then blended with the redistilled baijiu base that’s been matured in American oak.
Production & Profile
The production process involves red sorghum fermented for a jiàngxiāng baijiu base, which is aged in traditional clay pots before being redistilled and matured in charred American oak barrels. This method yields flavor profiles featuring vanilla, oak, butterscotch, savory umami, sesame, and cucumber.
The East + West Kentucky Blend undergoes a further process to bring the spirit closer to traditional American whiskey, whereas Dàn Yǎ retains a stronger baijiu essence with herbal and earthy notes alongside oak and vanilla.
Brand & Industry History
Maritine Brands operates as a Chinese-American joint venture that partners with the Whiskey House of Kentucky to produce whiskey distillate from Kentucky-grown red sorghum. This collaboration marries an ancient Chinese spirit called baijiu with Kentucky heritage. The baijiu style used is jiàngxiāng, pronounced “johng-shong,” meaning “sauce aroma,” a style known for its umami notes.
What This Means
With American cocktail trends inspired by Asian spirits, Shāng may be the perfect whiskey for the moment. Both expressions are more versatile than bourbon or rye and shine in multiple cocktails. East + West is suitable for traditional whiskey-based cocktails like a Manhattan or an old fashioned, while Dàn Yǎ appeals to those with deeper palates due to its bold character.
Consumer Takeaway
Consumers seeking a unique addition to their collection can find Shāng Whiskey available for purchase on its website and via distributors in various U.S. states. The brand offers two expressions, allowing drinkers to choose between the traditional American whiskey profile of the East + West Kentucky Blend or the bold character of Dàn Yǎ.
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