American whiskey brands to watch in 2021

The American whiskey sector has been hit by challenges such as tariffs and the forthcoming expiration of a crucial tax cut for distillers. We present the brands worth keeping an eye on in the next 12 months. A category brimming with innovation, American whiskey has been another unfortunate casualty in ongoing geopolitical tensions. From August 2019 to July 2020, exports of American whiskey to the EU – the US spirits industry’s biggest market – plummeted…

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The challenges facing investments in American whiskey

Large drinks groups have bought into American whiskey in recent months, but with the US suffering during the Covid-19 pandemic some of their schemes are on hold. Unfortunately, smaller players may be hit hardest. *This feature was originally published in the August 2020 issue of The Spirits Business The American whiskey category has been enjoying a resurgence in recent years, led by innovation from distillers of all sizes and growing consumer interest. The category is…

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Breaking boundaries: Fawn Weaver, Uncle Nearest CEO

Author and entrepreneur Fawn Weaver was researching a book about Nathan ‘Nearest’ Green, the enslaved Black man who taught Jack Daniel distilling, when her life took a turn and she ended up starting a whiskey brand that honours him. She tells SB how her groundbreaking marque came about. Fawn Weaver was a writer in pursuit of a love story when she first started researching Nathan ‘Nearest’ Green. Weaver’s interest was piqued by a cover article…

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Top 10 spirits marketing moves in August 2020

From Patrón’s Margarita-making smart coaster to new celebrity brand ambassadors for low‐ABV ‘spirit’ Atopia and mixer producer Franklin & Sons, we round up some of the best initiatives from August. Technology drove a number of marketing pushes within the spirits industry last month, including Patrón’s smart coaster that teaches drinkers how to make a Margarita and a new online quiz from Licor 43 liqueur. Meanwhile, High West whiskey and Vermont-based distillery Caledonia Spirits’ latest efforts…

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Industry needs more people of colour in ‘critical roles’

The response to the Black Lives Matter (BLM) movement must result in more people of colour holding “critical roles” in the spirits industry, the global brand director of Jack Daniel’s has said. Matt Blevins was speaking to The Spirits Business last month following the launch of the Nearest & Jack Advancement Initiative, which aims to boost diversity across the American whiskey industry. He said: “Quite simply, we want more African-Americans and people of colour in…

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