India has slashed its tariffs on Bourbon whiskey from 150% to 100% after US president Donald Trump criticised levies in the South Asian market.

Both parties have expressed their delight by Saturday’s announcement that the US and EU have agreed to lift retaliatory tariffs on American whiskey.

The Distilled Spirits Council has said it looks forward to working with the Trump administration to expand access for US agricultural exports, including distilled spirits, in foreign markets.  

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Ben Branson

Ben Branson: Why non-alcoholic pricing is right

The pricing structure of non-alcoholic spirits has a high level of elasticity - there’s already a broad spectrum of price points which consumers are trying to navigate.

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