TORONTO, Nov. 1, 2024
/CNW/ - As the Distilled Spirits Council of the United States (DISCUS) prepares to launch
a series of fall events in Vancouver and Winnipeg, Canadian enthusiasm for American
Whiskey continues to soar. These events will range from media buys
aimed at increasing the awareness of American spirits to exclusive
American Whiskey tastings and a trade event where local importers
will have the opportunity to meet American distillers in
person.
The Canadian market has proven to be increasingly receptive to
the diverse flavors and craftsmanship behind American Whiskeys,
with significant growth in demand. According to Euromonitor
International, over the past 5 years, sales of American Whiskeys in
Canada have increased by nearly
20%, reaching $270 million USD in
2023. This trend presents an exciting opportunity for American
distillers to engage with a sophisticated and discerning Canadian
audience.
"We are thrilled to bring American distillers face-to-face with
Canadian importers and industry experts," said Joel Matticks, Manager of Export Promotions at
DISCUS. "Canada remains a key
market for American whiskey, and these events will highlight the
craftsmanship and diversity of American spirits, building deeper
connections across the industry."
The Vancouver programming will
feature a comprehensive approach to increasing awareness and
accessibility of American Whiskeys. This includes a media buy for
general public awareness, tasting sessions for consumers and media,
as well as a dedicated trade event on November 7th to connect local
importers with U.S. distillers.
As part of the Western Canadian expansion, a special media
dinner will be held in Winnipeg on
November 13th, where media and VIP
guests will enjoy an American Whiskey 101 Experience. This intimate
gathering will offer a deeper look into the craftsmanship behind
American Whiskey.
Canadian consumers are also encouraged to explore a wide range
of American Whiskey categories, from Bourbon to Tennessee Whiskey,
American Rye, and American Single Malt. There is an American
Whiskey for every palate.
About [Distilled Spirits Organization]:
DISCUS' Cheers! Spirits from the U.S.A. campaign, supported by the U.S.
Department of Agriculture's Market Access Program (MAP) seeks to
educate the hospitality industry, adult consumers, and media in key
export markets on the heritage, taste, and versatility of American
distilled spirits. The campaign spotlights American Whiskeys,
including Bourbon, Tennessee Whiskey, American Rye, and American
Single Malt, which together account for the majority of U.S.
spirits exports worldwide.
DISCUS is the leading voice and advocate for the U.S. spirits
industry. Representing producers of distilled spirits of all sizes,
DISCUS works to ensure a business and regulatory environment that
supports innovation, growth, and market access for American spirits
both domestically and internationally.
The U.S. distilled spirits industry is committed to social
responsibility. For those adults who choose to drink, they should
always do so in moderation and responsibly.
DISCUS prohibits discrimination in its programs on the basis of
race, religion, national origin, age, gender, disability, or other
protected status.
SOURCE Distilled Spirits Council of the United States