18 US small and large distillers came to Berlin, to showcase American whiskeys and other products in one of Europe’s most important markets. The initiative, supported by the U.S. Department of Agriculture, featured a press conference and tasting for German media at the Hilton Hotel in Berlin as well as an American Spirits Pavilion and seminar at the Bar Convent Berlin on October 8 and 9. The press conference and tasting had to be moved on short notice from the US Embassy to a hotel and Ambassador John B. Emerson could not host the event, as a result of the government shutdown in America.
Among the participating producers in the German market promotion were Brown-Forman (Jack Daniel’s, Woodford Reserve), Beam (Maker’s Mark, Jim Beam), Diageo (Bulleit Bourbon) and Campari USA (Wild Turkey) as well as many small distillers from across the US, including Catskill Distilling Company (NY), Cane Land Distilling Company (LA), Catoctin Creek Distilling Co. (VA), Cleveland Whiskey (OH), Corsair Artisan Distillery (TN), Death’s Door Spirits (WI), Few Spirits (IL), Garrison Brothers Distillery (TX), Georgetown Trading Co. (DC), House Spirits Distillery.
“The market for US distilled spirits, particularly whiskeys, has been very strong in Germany, and with some education, we feel that growth can continue and even accelerate,” said Distilled Spirits Council Senior Vice President Frank Coleman at the press conference. “Further, it is worth noting Germany is a cultural opinion leader and trendsetter for the many emerging markets to the East,” he added, “thus providing a beneficial echo effect for our industry marketing efforts here.”
Frank Coleman noted that between 2007 and 2012, US whiskeys were the second largest category of imported spirits in Germany, growing 41.4 percent by volume to over 15 million liters, and 32.8 percent by value to over $850 million.
“American whiskeys trace their heritage to our European ancestors in Germany, Scotland and Ireland,” said Woodford Reserve Master Distiller Chris Morris, who has spent decades in Kentucky refining his distilling craft. “These forbearers took their distilling skills to a new continent and discovered new varieties of grain, pure limestone-filtered water, and giant forests of American oak. These elements led to the creation of new whiskeys that are now finding much favor with consumers back in Europe. Bourbon and Tennessee Whiskey are natural products that are approachable yet complex, whether in cocktails, over ice, or just straight up with splash of water.”
“Premium Bourbons, Tennessee Whiskeys and other U.S. distilled spirits are experiencing significant growth in global markets because of their authentic heritage, their distinctive flavors, and their versatility in cocktails, and we are excited to help educate the media and the trade in Germany” Frank Coleman concluded.
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