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The Distilled Spirits Council of the United States (commonly known as DISCUS) hosted a major export promotion for 21 US spirits producers at the IAADFS Duty Free Show of the Americas last month. DISCUS is the representative body for over 100 US spirits companies of all sizes at home and abroad, lobbying for their interests with government and also aiding exports.
“This show represented an extraordinary opportunity to facilitate American spirits exports to over 70 countries in a single venue,” said Council Senior Vice President Frank Coleman.
The IAADFS promotion was designed to showcase many smaller US spirits manufacturers. The Council launched its export promotion scheme ten years ago, and reports that between 2004 and 2013, distilled spirits exports from the USA have surged from US$717 million to US$1.52 billion. Bourbon and Tennessee whiskey sales in that time grew from US$494 million to over US$1 billion.
Among the brands represented in Orlando were Sidney Frank Importing Co, Luxco, Florida Caribbean Distillers, Bloomery Plantation Distillery, Cleveland Whiskey, Hemingway Rum Company, High West Distillery, Hillrock Estate Distillery, Koloa Rum Company, Louisiana Spirits, Louisville Distilling, Michter’s Distillery, Philadelphia Distilling, Prohibition Distillery, Rogue Spirits, Santa Fe Spirits and Vermont Spirits Distilling Company.
Prohibition Distillery Founder Brain Facquet told The Moodie Report that craft distilling in the USA was following the sharp growth trend set in recent years by craft brewing, with more expansion anticipated. His company produces Bootlegger 21 New York vodka in small batches of 300 gallons each. The product is gluten-free and made from 100% American corn grain.
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Bootlegger 21 vodka and Aviator gin: Showcasing craft distilling in the USA | |
Bootlegger 21 sells currently to 13 states in the country, but Facquet has high hopes for export sales and for duty free, where more travellers are looking for authentic US products to buy on their way home.
“People are now buying spirits in a non-traditional manner,” Facquet said. “They are buying for craft, quality and a new experience, which is what we offer. We would love to be an airport brand and could be a great souvenir for people travelling home from New York.
“It also shows that US distilling does not have to be all about bourbon. There are many good things happening in white spirits too.”
House Spirits Distillery based in Portland, Oregon, offers Aviator gin, which has been rated very highly (97 points) by Wine Enthusiast magazine. It is said to be one of the country’s first new wave of craft distillers.
Co-Owner & CEO Thomas Mooney said: “We have taken Aviator gin beyond the US north-west to a national audience now, and already export accounts for 15% of sales. We have partnered with mixologists who know and like the brand and its quality, so the word gets out through the trade. We have around 50% each on- and off-trade today.”
He added: “We are not yet a priority brand at the moment in travel retail, but we also know that travellers are looking for something different today. The major brands can produce new packaging or bottles, but how often do you really see new product? We want to challenge the big houses.”
Representing Sweetshine liqueurs from West Virginia at the show was Bloomery Plantation Distillery’s Rob Losey, who described his product as coming “from garden to glass”. He said: “People want to have hand-crafted cocktails with a twist these days. We offer that twist from our 12 acres of land, with items that are farm-fresh and authentic.” Flavoured liqueurs include raspberry lemon, ginger shine, peach shine, seasonal pumpkin spice, chocolate raspberry and others.
“For duty free there could be an opportunity with for example cruise or the military,” said Losey. “The question is how we address millennials with products and labels that they can have fun with. There are new ways to mix and match drinks today, and our liqueurs are a great way to match American whiskies. Many of them address the cocktail-making market, which is increasingly popular.”
