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There's no beverage of moderation, only the practice of moderation.

Understanding Moderation

Part of responsible drinking is understanding that a standard drink of beer, distilled spirits and wine each contains the same amount of alcohol. It's not what you drink, it's how much that counts.

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There's no beverage of moderation, only the practice of moderation.

Committed to Responsibility

For more than 75 years, the spirits industry has adhered to a rigorous set of standards for beverage alcohol advertising and marketing. Click here to learn more about the Code.

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Distilled Spirits Council of the United States Hosts ‘Great American Whiskey Experience’ in South Africa April 12 and 14

Master Distiller Dave Pickerell to Present an Exclusive Tasting of American Whiskeys

WASHINGTON, D.C. – The Distilled Spirits Council of the United States (the Council), will host the 'Great American Whiskey Experience', one-of-a-kind tasting seminars in Cape Town (April 12) and Johannesburg (April 14) for South African importers, distributors and retailers. The Council will also co-host an American Whiskey Reception at the U.S. Ambassador’s residence on April 13.

The events, supported by the U.S. Department of Agriculture, are part of a series of international trade missions hosted by the Council featuring a presentation on the history and unique production process of American Whiskeys. These will include a tasting of globally-recognized American Whiskeys, as well as brands not currently available in South Africa. 

Master Distiller Dave Pickerell, a well-known American Whiskey expert who will lead the seminars, stated “American whiskeys such as Bourbon, Tennessee Whiskey, and now American Rye Whiskeys, are experiencing significant growth around the globe because of their authentic heritage, their distinctive flavours and their versatility in cocktails.”

Global U.S. spirits exports exceeded USD $1.5 billion in 2015, and have been on an upward trajectory thanks to increased popularity, stepped up trade promotion programmes and implementation of market opening trade agreements. Uniquely American, Bourbon and Tennessee Whiskey products are the leading categories of U.S. spirits exports, accounting for over USD $1 billion in exports in 2015. U.S. spirits exports to South Africa in 2015 totalled over $15.7 million, with U.S. whiskeys accounting for 72% of the total (or $11.2 million).

The Council forecasts strong growth in these categories due to the growing popularity of the distinctive flavour of U.S. Whiskeys and the resurgence of the cocktail culture internationally. Additionally, distilleries are coming to market with increasingly popular flavoured whiskeys that feature a hint of honey or maple, while artisanal distilleries of all sizes emerging in the U.S. are meeting global demand for unique, crafted spirits products.

Interested importers, buyers and retailers are invited to contact leigh@tradeprojects.co.za for further information, or to enquire about accreditation to meet directly with U.S distilleries in South Africa this month.

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The U.S. distilled spirits industry is committed to social responsibility. For those adults who choose to drink, they should do so in moderation and responsibly at all times. For more information: www.drinkinmoderation.org.

The Distilled Spirits Council of the United States, Inc., prohibits discrimination in its programs on the basis of race, religion, national origin, age, gender, disability, or other protected status.

About the Distilled Spirits Council
The Distilled Spirits Council of the United States (DISCUS) is a national trade association representing U.S. producers, marketers and exporters of distilled spirits products (www.distilledspirits.org).  In partnership with the United States Department of Agriculture’s Market Access Program (MAP), the Distilled Spirits Council aims to educate the hospitality industry, adult consumers, and media in key spirits markets on the taste, heritage, and style of American distilled spirits.  The Council’s MAP promotions focus primarily on the history and unique qualities of American Whiskeys, including Bourbon, Tennessee Whiskey and Rye Whiskey, which account for the vast majority (69% in 2015) of U.S. spirits exports worldwide.

Issued by ITP Communications (Pty) Ltd on behalf of the Distilled Spirits Council of the United States (DISCUS) in partnership with the US Department of Agriculture.

For further information, images, or to schedule an interview with U.S. delegates, or Master Distiller Dave Pickerell, please contact Leigh Angelo or Lisa Katzke.

 

Tel: (011) 869 9153; email: leigh@tradeprojects.co.za or lisa@tradeprojects.co.za

 

 

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© 2017 Distilled Spirits Council of the United States | Equal Opportunity Employer
The Distilled Spirits Council of the United States, Inc., prohibits discrimination in its programs on the basis of race, religion, national origin, age, gender, disability, or other protected status.