Site Search

Get Luxury News by Email

Live the Good Life

Categories more

Sections

Other

Canadian Interest in American Whiskey Grows as DISCUS Launches Programming in Vancouver and Winnipeg

Be the first to review this item!

#whiskey #whisky #whiskies #spirits
Published
11/16/2024 by

As the Distilled Spirits Council of the United States (DISCUS) prepares to launch a series of fall events in Vancouver and Winnipeg, Canadian enthusiasm for American Whiskey continues to soar. These events will range from media buys aimed at increasing the awareness of American spirits to exclusive American Whiskey tastings and a trade event where local importers will have the opportunity to meet American distillers in person.

The Canadian market has proven to be increasingly receptive to the diverse flavors and craftsmanship behind American Whiskeys, with significant growth in demand. According to Euromonitor International, over the past 5 years, sales of American Whiskeys in Canada have increased by nearly 20%, reaching $270 million USD in 2023. This trend presents an exciting opportunity for American distillers to engage with a sophisticated and discerning Canadian audience.

"We are thrilled to bring American distillers face-to-face with Canadian importers and industry experts," said Joel Matticks, Manager of Export Promotions at DISCUS. "Canada remains a key market for American whiskey, and these events will highlight the craftsmanship and diversity of American spirits, building deeper connections across the industry."

The Vancouver programming will feature a comprehensive approach to increasing awareness and accessibility of American Whiskeys. This includes a media buy for general public awareness, tasting sessions for consumers and media, as well as a dedicated trade event on November 7th  to connect local importers with U.S. distillers.

As part of the Western Canadian expansion, a special media dinner will be held in Winnipeg on November 13th, where media and VIP guests will enjoy an American Whiskey 101 Experience. This intimate gathering will offer a deeper look into the craftsmanship behind American Whiskey.

Canadian consumers are also encouraged to explore a wide range of American Whiskey categories, from Bourbon to Tennessee Whiskey, American Rye, and American Single Malt. There is an American Whiskey for every palate.

Comments