The American Whiskey Association (AWA) has appointed Michael Bilello as its first CEO.
Bilello (below) joins the new trade organisation later this month from the Wine & Spirits Wholesalers of America (WSWA), where he most recently was executive VP of strategic communications & marketing. Bilello said he was “excited to represent the American whiskey industry globally,” adding that his priorities will include category recognition, market access, fair competition and consumer engagement.
The appointment comes after the AWA came into being earlier this year as a global advocacy platform dedicated to promoting American whiskey. Founded by a coalition of leading producers, including Brown-Forman, Suntory Global Spirits, Sazerac, Campari, Pernod Ricard and Diageo, the association aims to position American whiskey as “the world’s whiskey.”
Its stated priorities include reducing tariffs in key markets, tackling non-tariff barriers, strengthening responsibility and sustainability practices such as white oak sourcing and enforcing protections around authenticity and provenance.
The organisation is also working in partnership with the Distilled Spirits Council of the US (Discus), whose CEO Chris Swonger described the initiative as an important driver of global growth opportunities for the category.
In December, authorities in the US set down the definition of ‘American single malt’, resulting in the foundation of a new subcategory of American whiskey.
