American Whiskey Association Launches to Champion Global Growth, Advocacy, and Recognition of American Whiskey

New Advocacy Platform Unites Industry Leaders to Promote American Whiskey’s Unique Character and Drive Global Market Access

WASHINGTON, D.C. — The American Whiskey industry today announces the launch of the American Whiskey Association (AWA), a new global advocacy platform dedicated to promoting, protecting, and elevating American Whiskey on a global scale.

Founded by a coalition of leading producers, the Association aims to ensure American Whiskey is globally recognized for its unique craft, premium quality, and rich cultural heritage. With significant growth domestically and abroad, American Whiskey represents nearly half of all whiskey sales in the U.S. and is among the nation’s fastest-growing spirits categories.

“We are coming together as an industry to launch the AWA with a simple, yet ambitious goal: to make American whiskey the world’s whiskey,” said Brett Hale, Chairman of the American Whiskey Association and Chief Corporate Affairs Officer for Suntory Global Spirits. “Through this Association, we will protect the integrity of our craft, champion our industry’s contributions, and create new opportunities in markets around the globe.”

 Commenting on the launch of the AWA, Chris Swonger, President and CEO of the Distilled Spirits Council of the United States (DISCUS) and an AWA Board Member, said: “We welcome the opportunity to work alongside the AWA and other associations to drive the growth opportunity for American Whiskey around the globe.”

 The American Whiskey Association will focus on three core missions:

• Lead: Unifying industry stakeholders – from distillers and suppliers to global partners and local guilds – to advocate on behalf of the American Whiskey industry. The AWA will serve as a central voice in policy discussions, representing the industry’s interests alongside DISCUS and other associations at the state, federal and international levels.
• Promote: Driving awareness and appreciation for American Whiskey’s unique craft, socio-economic contributions, and commitment to responsibility and sustainability.
• Protect: Safeguarding American Whiskey’s authenticity, provenance, and quality through rigorous global standards, geographic indications, and active enforcement against infringement. The AWA will proactively address market access issues, advocating fair treatment and competitive conditions for American distillers globally.

The Association will focus on key priorities including reducing tariffs in high-potential markets, addressing non-tariff trade barriers, advancing responsibility and sustainable practices like white oak sourcing, and strengthening the category’s global growth and recognition opportunities.

Founding Members of the American Whiskey Association include:

• Brown-Forman Corporation
• Suntory Global Spirits Inc.
• Sazerac Company, Inc.
• Campari Group
• Pernod Ricard S.A.
• Diageo plc

Board and Craft Members of the American Whiskey Association include:

• Constellation Brands, Inc.
• Ole Smoky Distillery, LLC
• CIE Creative Green Solutions, Inc.
• MGP Ingredients, Inc.
• Distilled Spirits Council of the United States, Inc.
• William Grant & Sons Ltd.
• Augustine Distillery Co.

 The AWA welcomes additional membership across the American Whiskey community, including producers, suppliers, ancillary businesses, associations, and advocates. By combining strengths from across the category, the Association seeks to drive long-term growth and elevate the standing of American Whiskey around the world.

For more information about the American Whiskey Association or membership inquiries, please visit American-Whiskey.org or email contact@american-whiskey.org.