James July-August 2025 web - Flipbook - Page 37
n 1964, Congress declared bourbon
a “distinctive product of the United
States,” elevating it from a regional tradition to a global symbol of American excellence. That single act transformed bourbon
into a $9 billion economic engine, spawning
trails, festivals and exports. But long before bourbon
was born, America’s first spirits— brandy and rum—
were already flowing. Distilled for commercial purposes
on colonial North American soil as early as 1634 and
1648, brandy and rum, respectively, hold deeper historic roots, yet remain without the recognition or unified
identity needed to thrive on the world stage. Georgia
has the story, the soil, and the spirit to change that.
The American Brandy and Rum Campaign (AMBRU)
proposes a simple yet transformative solution: a voluntary luxury designation for American brandy and rum,
modeled on proven global benchmarks like Cognac,
Rhum Agricole, and Cachaça. AMBRU doesn’t seek new
laws or subsidies— it offers a self-imposed standard of
quality: spirits distilled in the U.S., aged in new American
oak barrels, crafted without additives or industrial shortcuts. This designation rewards craftsmanship and allows
producers to stand apart in the luxury category—without
changing existing federal definitions.
Why now? Because the stakes are growing. In
2023, the U.S. imported $2.1 billion in Cognac and over
$600 million in premium rum, while American exports
of these spirits barely registered. The problem isn’t
quality— American distillers are making exceptional
brandies and rums— but perception. Without a defined
premium identity, these spirits get lost behind imported
brands that benefit from origin-based recognition.
Georgia is uniquely positioned to lead. From the
mountain orchards of North Georgia to the coastal sugarcane fields, the state’s agricultural diversity is a distiller’s dream. Peaches, apples, muscadines, sugarcane,
and native grapes— all feed into a terroir-driven spirits
culture that are waiting to be showcased. Georgia’s
growing number of craft distillers are already proving
what’s possible with local ingredients and heritage.
A national luxury designation could revolutionize
the industry by promoting Georgia-made and American
distilled spirits, emphasizing their world-class quality
and uniqueness. It’s about letting consumers know that
these spirits aren’t generic— they are Georgia-made,
American-distilled and world-class, setting them apart
on the global stage.
The economic upside is real. Kentucky’s Bourbon
Trail draws over two million visitors annually, supports
23,500 jobs, and generates $9 billion in economic output— proof that a spirits-based tourism trail can reshape
a region’s fortunes. Georgia could replicate this success
through a American Brandy and Rum Trail— connecting
tasting rooms in Dahlonega, Valdosta, and Savannah,
while spotlighting regional specialties like muscadine
J U LY /AU GUST 2025
37
