American Whiskey Association CEO Outlines Global Vision on Fox Business
Source: American Whiskey Association (AWA)
During a recent appearance on Fox Business’s Varney & Co., Michael Bilello, President and CEO of the American Whiskey Association (AWA), shared his vision for expanding the reach of American whiskey across the globe.
Driving Global Growth: Making American Whiskey the World’s Whiskey
Bilello explained that the AWA’s mission is simple but ambitious: to make American whiskey a worldwide favorite. “We cannot depend solely on U.S. sales,” he said. “Our goal is to see American whiskey enjoyed in every corner of the globe.”
The Association’s growth strategy focuses on expanding exports, strengthening trade relationships, and celebrating the history and craftsmanship that make American whiskey unique among global spirits.
Support for American-Made Products
Bilello praised the current administration’s efforts to promote U.S.-made products internationally. “We have a president in the Oval Office who is a strong advocate for American goods,” he said. “And American whiskey is one of the best examples of that spirit.”
Addressing Trade Challenges with Canada
When discussing ongoing trade restrictions affecting American whiskey exports to Canada, Bilello said that conversations are in progress to restore access to Canadian shelves. “We are working with the administration to get American whiskey back on store shelves in provinces where it is still missing,” he noted.
Drawing on his experience as a former U.S. Marine officer, Bilello emphasized the close bond between the two nations. “Canadians are our friends and allies. When issues come up between friends, we work through them and eventually share a toast together. The only thing that truly disappoints me is seeing good American whiskey poured out. That is a real shame.”
Innovation and the Next Generation of Whiskey Drinkers
Bilello also highlighted the spirit of innovation driving the American whiskey industry forward. “I recently visited distilleries in Kentucky and was inspired by the creativity I saw,” he said. “The products being developed today will define the next 5, 10, 20, and even 30 years of American whiskey. Our producers are preserving tradition while pushing boundaries to ensure American whiskey remains a premium, innovative, and respected product worldwide.”
A Heritage of Craftsmanship and National Pride
With the United States approaching its 250th anniversary, Bilello reflected on whiskey’s deep connection to American history. “George Washington was not only a Founding Father but also one of America’s first great distillers,” he said. “Whiskey has always been a part of our national story, and it will continue to represent American heritage well into the future.”
Visitors can still tour Washington’s original distillery at Mount Vernon in Virginia, a key destination along the American Whiskey Trail.
A Diverse and Distinct Category
From Bourbon and Rye to Tennessee whiskey and American single malt, the variety of styles within the category reflects the creativity and craftsmanship of U.S. distillers. “We are very optimistic about what lies ahead,” Bilello said. “The American Whiskey Association is dedicated to showcasing these exceptional products and sharing American whiskey with the world.”
Watch the full interview on Fox Business: Fox Business – Trade tension impacts US alcohol industry
For more information about the American Whiskey Association or to learn about membership opportunities, visit American-Whiskey.org or email contact@american-whiskey.org.
