The Distilled Spirits Council of the United States recently completed a successful export promotion initiative in Germany, including hosting an American Spirits Pavilion at the Berlin Bar Show, featuring spirits brands from distillers large and small, including products from 18 small distillers from 14 states.
The trade mission, which supported by the U.S. Department of Agriculture, also featured a press briefing and market opportunity review for German and East European media and a whiskey tasting seminar with Woodford Reserve Master Distiller Chris Morris, who described the heritage, production and unique qualities of American Whiskeys. The presentations were followed by large and craft distiller tastings for the media.
“The market for U.S. distilled spirits, particularly whiskeys, has been very strong in Germany, and with some education we feel that growth can continue and even accelerate,” said Distilled Spirits Council Senior Vice President Frank Coleman. He noted that between 2007 and 2012, U.S. Whiskeys were the second largest category of imported spirits in Germany, growing 41.4 percent by volume to over 15 million liters, and 32.8 percent by value to over $850 million.
“Further, it is worth noting Germany is a cultural opinion leader and trendsetter for many emerging markets to the east,” Coleman added, “thus providing a beneficial echo effect for our industry marketing efforts here.”
The two-day BAR Convent Berlin is the most important distilled spirits focused trade show in Central Europe, drawing dozens of major exhibitors from across the globe to meet up with a wide array of wholesalers, on and off-premise retailers, as well the bar and nightclub trade from throughout the region.
“This trip was a tremendous success for our craft distilling community,” said Tom Mooney, Co-Owner and CEO of House Spirits Distillery in Portland, Oregon. “For House Spirits in particular, this trip resulted in new business expansion into new markets, an understanding of how to structure our European operations for accelerated growth, and a deeper understanding of the route to market in Germany and beyond.”