What Does It Take to Sell American Single Malt Whiskey to the World?
The rapid rise of American Single Malt Whiskey has been remarkable. From its craft roots to becoming a contender on the global stage, the journey of this emerging category is one of passion, innovation and collaboration.
To celebrate The Alcohol and Tobacco Tax and Trade Bureau (TTB) officially recognising American Single Malt as a distinct whiskey category, we have decided to release a video discussion from our Certificate in American Single Malt Whiskey course, created in collaboration with the American Single Malt Whiskey Commission (ASMWC). In it, four industry leaders explore what it takes to sell American Single Malt Whiskey to the world.
Meet the Panel:
Our panel features some of the most influential voices in American Single Malt Whiskey:
- Steve Hawley - President, American Single Malt Whiskey Commission
- Tyler Pederson - Master Distiller, Westland Distillery
- Jared Himstedt - Head Distiller, Balcones Distilling
- Murphy Quint - Master Distiller, Cedar Ridge Distillery
Key Themes Discussed:
Collaborative Efforts: How the American Single Malt Whiskey Commission unites distilleries to build a category that benefits everyone.
Global Perception: The challenges and opportunities of introducing a relatively new whiskey style to international consumers.
Defining the Category: Why creating clear standards and educating consumers is critical for growth.
Personal Insights: Each panelist shares unique experiences and strategies for reaching new markets.
Why This Matters: American Single Malt Whiskey is hitting its stride, but with growth comes challenges. This discussion dives into the efforts required to establish credibility, build awareness and sustain momentum in the global whisky market.
Whether you’re a whiskey enthusiast or a professional in the industry, this video offers invaluable perspectives.
Join the Conversation:
What do you think it takes to sell American Single Malt Whiskey to the world? Share your thoughts in the comments below.
