The Distilled Spirits Council of the US (Discus) has launched its “Cheers! Spirits from the USA” campaign in Australia.
The campaign launched this month aims to raise awareness and knowledge of the heritage, flavour profiles, and quality of US distilled spirits. It will also increase visibility of US spirits in Australia through a range of trade and consumer events, industry collaborations, media relations and social media activations executed over the coming months.
A key element of the program will be connecting craft brands not currently available in Australia, as well as brands looking to further grow their presence via importers, distributors and retailers, while also celebrating internationally recognised American spirits brands.
Charles McEntee, Director of Export Promotion for Discus said: “We are really excited to launch this campaign. Australia has been a high growth market for many US spirit brands currently in the market, and it also presents excellent opportunities for the rest of our members.
“Australians are naturally curious consumers, so we are looking forward to sharing U.S. trends and introducing a range of new craft American spirits, as well as highlighting the quality and taste of much-loved favourites.”
The campaign roll out will be headed up by Sydney-based agency Agent99.