American whiskey at start of the runway not end, as tariff barrier comes down - comment

American whiskey at start of the runway not end, as tariff barrier comes down – comment

The sigh of relief was audible, but spirits category commentator Richard Woodard believes American whiskey brand owners still have a way to go to re-establish their European highs.

When we scan the post-Millennium landscape of the global spirits industry, it’s easy to be distracted by the skyrocketing sales of Tequila and gin – the first largely reliant on the US market for its spiralling growth, the latter achieving remarkable momentum without it.

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