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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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U.S.-Brazil Agreement Signed Recognizing Bourbon and TN Whiskey in Exchange for Recognition of Cachaca

April 9, 2012 12:56 PM

WASHINGTON, DC – The Distilled Spirits Council called an agreement signed today by  United States Trade Representative Ron Kirk and Brazilian Trade Minister Fernando Pimentel to officially recognize each countries native distilled spirits products “an historic event that is sure to contribute to further acceleration of trade in distilled spirits between the two countries.”

The signing ceremony, which took place at USTR headquarters, involved an exchange of letters detailing the process by which each country will formally recognize each other’s distinctive distilled spirits categories; Bourbon and Tennessee Whiskey by Brazil and Cachaça by the U.S.

“This is a historic day for exporters of Bourbon and Tennessee Whiskey to Brazil, which is a rapidly growing market for American Whiskeys,” said Distilled Spirits Council President Peter H. Cressy.  He noted that U.S. whiskey exports to Brazil shot up 519% from 2001 to 2011, growing from $517,000 to $3.2 million.

“Brazilians are rapidly acquiring a taste for the finest American whiskeys, and today’s agreement—when implemented—will ensure the integrity and authenticity of these world class drinks,” Cressy added.  

Under the agreement, the United States government will begin its process seeking public comments regarding recognizing Cachaça as a distinctive product of Brazil.  Once a final rule is issued by the Treasury Department’s Tax and Trade Bureau (TTB) formally recognizing Cachaça, Brazil will then work to complete its regulatory process within a set timeframe to officially recognize Bourbon and Tennessee Whiskey as distinctive products of the United States.

“Formal recognition for Bourbon and Tennessee Whiskey producers is critical because it will ensure that only those products produced in accordance with strict U.S. standards will be permitted for sale in the Brazilian market. We wish to thank USTR and TTB staff, in particular, for their tireless efforts over the past several years to secure today’s important agreement,” Cressy concluded.

 

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