Late last year, Gareth Moore, chief executive officer of Virginia Distillery Co., was in Korea to raise awareness of his Courage & Conviction single malt whiskies. His main competition there wasn’t so much American bourbon or rye but “global” single malts such as Kavalan from Taiwan and Amrut from India. The local take on his product surprised and amused him. “There was this crazy term that I heard,” he recalls. “Cowboy hat with bagpipes.”
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