Distilled Spirits Council of the U.S. begins Canadian promotion
By Adnews Staff
The Distilled Spirits Council of the U.S. has begun a Canadian promotion called “Cheers! Spirits from the USA.” The campaign, funded by the U.S. Department of Agriculture, is intended to to educate Canadian media, consumers and members of the foodservice and hospitality industries about the heritage, uses, styles and qualities of the various spirits from the United States. The promotion will include live and interactive virtual tours and tastings through the year beginning with a virtual tour of the Westland Distillery in Washington on Oct. 5. This is the fourth year the organization has conducted this campaign.
“Guided virtual tours are a great option to experience some of the sights, sounds and tastes that make each U.S. distillery unique,” said Charles McEntee, manager of export promotion at the council. “Through the tours, attendees get to explore the techniques that go into producing distinctive American whiskeys and the other U.S. spirits appreciated around the world.”