Mumbai (Harshit Yadav), December 14: Following years of advocacy and debate, the Alcohol and Tobacco Tax and Trade Bureau (TTB) has formally recognized American Single Malt (ASM) Whiskey as a separate category. Thus, the ruling stands out as a kerfuffle point for the burgeoning ASM business since it establishes the legal basis not only to trademark and protect its identity but also to develop new products and achieve global recognition. The final rule, to be published in the Federal Register on December 18, 2024, will be in effect on January 19, 2025.
A Defining Moment for American Whiskey
The American Single Malt Commission (ASMWC) and the Distilled Spirits Council of the United States (DISCUS) have championed this cause for years, lobbying for a standard that would distinguish ASM from other whiskey categories. The verdict being celebrated as a “momentous day for American Single Malt Whiskey”, Mark Hawley, the President of the ASMWC, said, “cements our standing on the global stage in whiskey.”
The new established standards include some key provisions:
Ingredient Purity: The whiskey must be made from 100% malted barley.
Production Origin: All mashing, fermentation, and distillation must occur within the United States, though the barley itself can be sourced globally.
Distillation Proof: The whiskey must be distilled to 160 proof or less at a single U.S. distillery.
Barrel Aging: Aging must occur in the United States using used, charred new, or uncharred new oak barrels with a maximum capacity of 700 litres.
Additive Restrictions: No neutral spirits, flavouring, or blending materials are allowed, except for caramel colouring, which must be disclosed on the label.
Straight ASM Whiskey: The whiskey must be aged for at least two years for this designation.
DISCUS President and CEO Chris Swonger echoed Hawley’s sentiments, calling the new standards “great news for America’s distillers and spirits consumers.” He emphasized that the regulations not only protect the integrity of the category but also encourage experimentation and creativity within the industry.
Global and Domestic Implications
The formalization process of the ASM category is what actually separates it from all other single malts, where Scotch whisky has been the one that has dominated the global market for a long time. The TTB, via the establishment of unique production standards, guarantees that an ASM whiskey will be able to launch itself as a unique brand on the domestic and international markets. As the main benefit, it is going to be a push factor for category growth. In addition, it will be possible to attract new consumers to ASM whiskey, and it will be a push factor for exports, contributing to the positive reputation of American distillers worldwide.
A Grassroots Effort
The road to approval wasn’t a part that went smoothly. Through DISCUS and ASMWC’s joint initiative, more than 1,000 letters were collected during the launch of a national grassroots campaign that addressed the TTB Administrator Mary Ryan at the beginning of this year, advocating for urgent action. The two organizations had been working together for years until 2019 and 2022, when the compilation of formal comments submitted to the TTB, along with other things, had passed through.
A Bright Future Ahead
For both producers and fanatics, the creation of the ASM whiskey classification is a cause for excitement and hope. The new guidelines deliver the transparency required for both the manufacturers and purchasers, which in turn establishes the presence of equal-quality products in the industry. In Hawley’s statement, “This is only the beginning of a wonderful future for the category,” she said.
The TTB’s decision emphasizes the burgeoning acknowledgement of American-made whiskey. With these regulations, American Single Malt Whiskey is about to rise, and it will be on its way to the top of the world’s most overwhelming spirits, as well as, obtained by whiskey enthusiasts everywhere to toast its promising future.
