The American Single Malt Whiskey Commission (ASMWC) was formed in 2016 to address the growing need for American-based producers to define the category—both domestically and internationally—in order to protect, educate, promote and ultimately grow it.

DECLARATION OF PURPOSE

Category recognition starts here, at this moment. We cannot share our vision for what American Single Malt Whiskey (ASMW) can be as a category if there is no consensus amongst ourselves as to what it is that defines us. Coming together as a group to collectively certify a vision for the future allows us to take the next step together, as a unified front. The combined force of a growing number of ASMW producers in the United States can then be brought to bear to address our shared mandates, the most pressing of which is a Standard of Identity.

Formulating, proposing and securing a Standard of Identity for ASMW simultaneously establishes a bulwark against parties that do not favor producers or consumers and builds a base from which the category can grow. The potential exists—whether from foreign single malt producers, producers of other American whiskey products (such as bourbon), or other special interests—to either oppose the category’s creation outright or prescribe a category definition that does not accurately reflect the intentions of producers or needs of consumers. In coming together to own and defend the formal definition of our category, we’ll have the foundational components with which to undertake coordinated education programs.

Consumer education is necessary for the category to succeed. First and foremost, we believe that by securing a formal Standard of Identity, consumers will benefit from a further understanding of how single malt whiskies are produced in this country. This establishes trust in the category itself and helps consumers make well-informed purchase decisions. Educating the consumer will also benefit producers as consumers will be equipped to shop by category and ultimately compel both retail and the on-premise to recognize the category seriously.

Defining a platform around which all ASMW producers can unify promotes all participating producers. Adhering to the ethics, goals and mission of the ASMWC provides each producer with a categorical platform on which to build brands. Shared space at tasting events (which includes educational materials referencing the participating producers) brings widespread attention to the category while highlighting distinct producers as well. 

Ultimately, we desire to see growth of ASMW, both within the United States and abroad. By defining the basic tenets of the category for consumers and the trade, our educational focus can in time shift from an acknowledgment of the category’s existence to a dialogue about how ASMW relates to the rest of the whiskey world. Our work will illustrate what we have in common with other regions, but also provide a baseline from which we can distinguish our category. In the end, the goal is to better compete with other regional single malt brands and categories around the globe based on the merits of our product instead of competing against a lack of knowledge.

The effort being put into this movement is aided by the natural momentum building behind this category. Recognition of ASMW is now at an all-time high, with producers winning awards and competitions outright at the national and global levels. To formally establish this category now signals to the world that not only do we believe in our own distilleries, but we also believe that this country can produce single malt whiskey that is respected and enjoyed around the world.