A Coalition's Call to Action for Final Rule on American Single Malt Whiskey Category

As the craft beverage industry continues to thrive, clarity and standardization remain crucial for sustaining growth and consumer trust. In a significant move, a coalition representing over 100 producers of American Single Malt Whiskey has reached out to the Treasury Department’s Tax and Trade Bureau (TTB) to finalize an official standard for this rapidly growing category. This push, championed by the Distilled Spirits Council of the United States (DISCUS) and the American Single Malt Whiskey Commission (ASMWC), highlights the need for a formal definition to protect and promote American Single Malt Whiskey.

For the past decade, American Single Malt Whiskey has been one of the fastest-growing segments in the American whiskey market. Recognizing this momentum, DISCUS and ASMWC marked the two-year anniversary of TTB’s proposed rulemaking by submitting a compelling letter. Their message was clear: the industry urgently needs a formal standard of identity for American Single Malt Whiskey to safeguard investments and enhance consumer confidence.

The coalition's letter underscored the significant investments made by both large multinational spirits companies and small regional craft distilleries. This investment surge not only highlights the category's appeal but also underscores the risks posed by the current lack of a formal standard. Without a clear definition, the integrity and reputation of American Single Malt Whiskey could be compromised, potentially leading to consumer confusion and market instability.

A formal standard would provide numerous benefits. For producers, it would establish a trusted framework, ensuring consistency and quality across the board. Consumers would gain clarity from defined label declarations, empowering them to make informed purchasing decisions. Furthermore, officially recognizing American Single Malt Whiskey as a unique category—much like Bourbon—would solidify its status and protection on a global scale.

DISCUS and ASMWC have outlined specific criteria for the standard:

1. 100% Malted Barley: Ensuring the traditional and pure composition of the whiskey.

2. Flexibility with Other Grains: Allowing for creativity while requiring clear labeling (e.g., American Single Malt Rye Whiskey).

3. 700-Liter Oak Barrel Limit: Standardizing aging processes.

4. Variety in Oak Barrels: Permitting the use of used, uncharred new, and charred new oak barrels.

5. No Harmless Additives: Prohibiting flavoring, coloring, and blending materials to maintain authenticity.

The campaign for these standards extends beyond letters and proposals. DISCUS and ASMWC have launched a campaign through Spirits United, encouraging distillers and industry stakeholders to join the call for TTB to finalize these standards. By uniting voices across the industry, they aim to create a robust and clear identity for American Single Malt Whiskey.

In the words of the coalition, “This new standard will establish trust in the category, clarify label declarations, and equip consumers with the necessary information to make informed purchasing decisions. The formal establishment will also signal to the world that we recognize American Single Malt Whiskey as a unique category, like Bourbon, that deserves to be defined, recognized, and protected.”

For brands, participating in this movement is not just about compliance; it's about contributing to the future of American whiskey. By supporting the finalization of these standards, you help ensure the sustainability and growth of the industry. It’s a step toward preserving the rich heritage of American Single Malt Whiskey and fostering an environment where innovation and tradition can thrive together.

Join the movement. Support the call for a formal American Single Malt Whiskey standard and be a part of shaping the future of the craft beverage industry.

For more information on how you can get involved, visit the Brewers Association website and join the Spirits United campaign. Together, we can create a legacy that upholds the integrity and excellence of American Single Malt Whiskey.