Creating Jobs: A New Chapter in American Distilling
The American Brandy & Rum Campaign (AMBRU) is more than a movement to preserve the heritage of American distilling—it’s a bold vision for economic growth and job creation across the United States. By championing American brandy and rum as distinct, high-quality spirits with deep historical roots, AMBRU is poised to spark a renaissance in the spirits industry, much like Kentucky’s Bourbon Trail has done for bourbon. Let’s explore how AMBRU is driving job opportunities and how its potential stacks up against the proven success of Kentucky’s bourbon boom.
A Legacy That Builds Communities
American brandy and rum are not just drinks; they’re testaments to the ingenuity and resilience of early American settlers. From Georgia’s “illegal” stills in the 1730s—defying British import bans—to the orchards and sugar cane fields that fueled production, these spirits have a story worth telling. AMBRU’s mission is to protect this legacy by establishing a designated status that define American brandy and rum as unique, quality products, produced and aged in the United States Of America. This isn’t just about pride—it’s about creating a framework for economic opportunity.
When a spirit gains protected status, it opens doors for growth. Take Kentucky’s bourbon industry as a prime example. Since bourbon was federally recognized as a distinctly US American product in 1964, it has transformed into a $9 billion economic powerhouse. In 2023 alone, it supported over 23,100 jobs with a payroll exceeding $1.63 billion, according to the Kentucky Distillers’ Association (KDA). AMBRU aims to replicate this model, turning American brandy and rum into engines of job creation by fostering demand, encouraging production, and boosting tourism.
Jobs Across the Supply Chain
The AMBRU Campaign’s push to elevate American brandy and rum promises employment at every level of the supply chain. Here’s how:
Agriculture: Producing brandy requires apples, grapes, and other fruits, while rum relies on sugar cane or molasses. In Georgia, where AMBRU sees potential for an “American Brandy Trail” and “American Rum Trail,” the state’s vineyards, orchards, and emerging sugar cane fields could see a surge in demand. Kentucky’s bourbon industry offers a parallel: distillers purchased over 12.75 million bushels of corn from local farmers in 2020, supporting agricultural jobs. AMBRU could similarly invigorate rural economies in states like Georgia, California, and beyond.
Distilling and Manufacturing: As demand grows, new distilleries will emerge, and existing ones will expand. Jobs for distillers, barrel makers, and production staff will follow. Kentucky’s bourbon sector saw distillery numbers rise from 19 in 2009 to 100 by 2023, a fivefold increase that fueled a 135% growth in employment. AMBRU’s vision could spark a similar proliferation of brandy and rum distilleries, especially in regions with untapped potential.
Tourism and Hospitality: AMBRU envisions trails connecting distilleries, much like the Kentucky Bourbon Trail, which welcomed over 2.55 million visitors in 2023. These tourists don’t just sip spirits—they dine at local restaurants, stay in hotels, and shop in nearby towns. In Kentucky, bourbon tourism generated thousands of indirect jobs in hospitality, with visitors spending between $400 and $1,200 per trip. An American Brandy & Rum Trail could transform regions like Georgia’s Appalachian foothills or coastal plains into must-visit destinations.
Real-World Examples from Kentucky
The Kentucky Bourbon Trail offers a blueprint for AMBRU’s job-creation potential. Here are some standout examples:
Direct Employment: In 2023, Kentucky’s bourbon industry employed 7,000 people directly in distilleries, with average salaries exceeding $94,000—well above the national distillery average of $69,000. AMBRU could create comparable high-paying jobs as brandy and rum production scales up.
Tourism Boom: The Bourbon Trail’s 46 distilleries (as of 2024) saw a 370% increase in visits over the past decade, reaching 2.55 million in 2023. This influx supported over 23,100 total jobs, including indirect roles in tourism. AMBRU’s proposed trails in Georgia—starting in Atlanta and linking coastal rum producers with mountain brandy makers—could mirror this success, creating a ripple effect of employment.
Economic Multiplier: Kentucky’s bourbon industry generated $358 million in state and local taxes in 2023, funding schools, infrastructure, and public services that sustain communities. AMBRU’s growth could similarly bolster tax revenues, supporting jobs in public sectors nationwide.
Georgia: The Next Frontier
AMBRU highlights Georgia as a potential leader in this movement, and the state’s history backs it up. During the 1734–1742 prohibition on rum and brandy imports, Georgia’s settlers turned to local production, laying the groundwork for a distilling tradition. Today, with its apple orchards, vineyards (Gilmer County boasts more than anywhere east of Texas and south of Virginia), and sugar cane resurgence, Georgia is ripe for a distilling revival. An “American Brandy Trail” or “American Rum Trail” could create hundreds of jobs—from farmers and distillers to tour guides and hotel staff—while drawing tourists to experience Southern hospitality and history.
Imagine a distillery in North Georgia hiring 20 workers to produce brandy from local apples, or a coastal rum maker employing 15 people to process sugar cane. Multiply that by dozens of new operations, and the job numbers climb quickly. Kentucky’s bourbon industry doubled its economic impact from $4.3 billion in 2009 to $9 billion in 2023. If AMBRU achieves even half that growth, it could create thousands of jobs nationwide.
A Future Worth Raising a Glass To
The AMBRU Campaign isn’t just protecting the past—it’s building a future where American brandy and rum thrive alongside bourbon as icons of U.S. craftsmanship. By establishing these spirits as globally recognized brands, AMBRU is setting the stage for job creation on par with Kentucky’s bourbon success. From orchards to tasting rooms, every step of the process holds potential for employment, economic growth, and community pride.
Kentucky’s Bourbon Trail proves what’s possible: a $9 billion industry, over 23,000 jobs, and millions of visitors annually. AMBRU’s vision could bring similar prosperity to new regions, proving that American distilling heritage isn’t just a story—it’s a job-creating powerhouse. So, let’s raise a glass to AMBRU, a campaign that’s not only preserving our past but pouring opportunity into our future.
Related Articles
Related
The Dawn of Commercial Distilling in North America
Imagine the raw shores of colonial North America in the early 17th century—ships heavy with molasses, the musk of fermenting mash rising from wooden vats, and still fires glowing in the dusk. The tale of commercial distilling here blends ingenuity, chemistry, and...
American Brandy: A Legacy of East Coast Spirit and Revolution
Signature brandies, crafted from grapes and apples, embody a rich American legacy. From the East Coast’s earliest orchards and vineyards to frontier distilleries, these spirits fueled trade, shaped colonial life, and whispered defiance against imperial rule. This blog...
The Birthright of American Rum
Rum is more than a spirit; it’s a distilled chronicle of trade, resilience, and rebellion woven into the fabric of American history. This blog post traces rum’s evolution from ancient sugarcane fields to its pivotal role in shaping the United States, exploring its...