The Distilled Spirits Council of the US (DISCUS) kicked off its “Cheers! Spirits from the USA” campaign this month in Australia to raise awareness and knowledge of the heritage, flavour profiles and quality of US distilled spirits.
The campaign, supported by the US Department of Agriculture, will highlight the versatility and uniqueness of US spirits products and heighten their local visibility. It will do this via 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 that aren’t 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.
“We are really excited to launch this campaign,” DISCUS director of export promotion Charles McEntee said.
“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 US trends and introducing a range of new craft American spirits, as well as highlighting the quality and taste of much-loved favourites.”
The campaign will be rolled out by Agent99, a PR and communications agency based in Sydney.
The Distilled Spirits Council of the United States (DISCUS) is the leading voice and advocate for the US spirits industry. DISCUS’ “Cheers! Spirits from the USA” campaign, supported by the US Department of Agriculture’s Agricultural Trade Promotion (ATP) program and Market Access Program (MAP), seeks to increase the awareness and partiality of US distilled spirits among adult consumers, buyers and importers in key export markets.
For further information, and details about upcoming activations and events, visit the DISCUS on Instagram or Facebook.