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U.S. Distilled Spirits Council Hosts Promotions in Growing Brazil Market

January 14, 2014 12:41 PM

 

Seminar to Feature Jack Daniel’s Master Distiller Jeff Arnett

Washington, D.C.– The Distilled Spirits Council of the United States (DISCUS) today announced plans for two upcoming American spirits promotions in Brazil, which is an expanding export market for U.S. distilled spirits producers.  The seminars and tastings in São Paulo and Rio de Janeiro will be led by Jeff Arnett, Master Distiller of Jack Daniel’s Tennessee Whiskey, who will discuss the history and unique production process of Bourbon and Tennessee Whiskey.  

The Brazilian market represents an important opportunity for American spirits exporters.  According to the data source Euromonitor International, in 2012 Brazil ranked as South America’s top spirits market in both volume and value.  Specifically, the Brazilian spirits market was valued at nearly $14.6 billion in retail sales in 2012.  The whiskey category accounted for 19% of total sales and is projected to expand by 52% by 2017.  

The value of American Whiskey exports to Brazil has increased significantly over the past decade, from $140,000 in 2003 to almost $4 million in 2012.  Further growth in American spirits exports to Brazil is expected to be driven by the rising global interest in American Whiskey.  Since 2003, worldwide exports of American Whiskeys have more than doubled, reaching just over $1 billion in 2012.

“Premium Bourbons and Tennessee Whiskeys are experiencing significant growth in global markets because of their authentic heritage, their distinctive flavors and their versatility in cocktails,” said Jack Daniel’s Master Distiller Jeff Arnett.  “We are excited to showcase the heritage and flavors of American Whiskeys and share them with the media and trade in Brazil.”

The Distilled Spirits Council’s export promotion events in Brazil will feature premium U.S. distilled spirits products from a range of large, medium and small producers of American Whiskey, as well as brandy, gin and vodka.  In addition to Jack Daniel’s Master Distiller Jeff Arnett, the seminars will feature brandy producer Dan Farber from Osocalis Distillery in California; gin producer Christian Krogstad from House Spirits Distillery in Oregon; Scott Harris, proprietor of Catoctin Creek Distilling Co. in Virginia; and Brian McKenzie, proprietor of Finger Lakes Distilling in New York.

The Council’s activities in Brazil will include:

  • An American Whiskey Primer and Cocktail Seminar featuring one of America’s leading Master Distillers, Jeff Arnett, and Consul General Dennis Hankins hosted for VIP media on January 28 from 5:00 pm to 7:00 pm at Rubaiyat – Faria Lima in São Paulo.
  • An American Whiskey Primer and Cocktail Seminar featuring one of America’s leading Master Distillers, Jeff Arnett, for VIP media on January 29 from 5:00 pm to 7:00 pm at the Hotel Windsor Atlantica in Rio de Janeiro.

In addition to showcasing the unique characteristics of American Whiskeys, the events will feature a mixology demonstration and an overview of the popularity of American Whiskeys in cocktails, as well as tastings of other U.S. origin spirits such as brandy, gin and vodka, many of which are made by small U.S. producers who do not currently export to Brazil. 

FAST FACTS ABOUT AMERICAN DISTILLED SPIRITS EXPORTS TO BRAZIL

  • U.S. distilled spirits exports to Brazil topped $4 million in 2011 and 2012, up over 125% from 2006 levels.
  • Whiskey accounted for nearly 93% of U.S. distilled spirits exports to Brazil in 2012 and in the first ten months of 2013.
  • In 2012, the United States and Brazil mutually recognized Bourbon and Tennessee Whiskey as distinctive spirits of the United States and Cachaça as a distinctive spirit of Brazil.   
 

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