Timeline And Next Steps
The AMBRU Campaign seeks federal designations for American Brandy and Rum, including Straight categories, to boost a $5–6B industry, create 5,000–10,000 jobs, and drive $1B in exports by 2035. Below, explore the timeline, challenges, market impact, and implementation steps to realize this vision.
Timeline for Federal Designation
The AMBRU Campaign is advancing federal designations for American Brandy/Straight American Brandy, American Rum, and Straight American Rum. As these are new categories, not modifying or deleting existing ones, we are optimistic for a faster TTB review. The proposed timeline includes:
- Petition Submission (Q3 2025): Submitting the proposal, as outlined in the AMBRU Campaign New Proposed Categories document.
- TTB Review (6–12 Months, Q4 2025–Q2 2026): A proposed 6-month task force will define standards. As new categories, approval may be faster than modifications (e.g., American Single Malt Whisky took 7 years, 2017–2024).
- Public Comment Period (2–3 Months): Stakeholders provide feedback post-TTB notice.
- Final Rule Publication (Q3–Q4 2026): Expected within months after review, based on TTB precedents.
- Implementation (2027): Distilleries adopt new standards for labeling and production.
Updates will be posted on ambru.org.
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Challenges and Solutions
Establishing new categories presents challenges, which the AMBRU Campaign is addressing:
- Regulatory Approval: TTB’s complex process requires precise standards. The campaign leverages clear definitions and non-disruptive categories to streamline approval.
- Industry Consensus: Diverse distilleries may differ on standards. AMBRU engages stakeholders to build consensus.
- Consumer Education: New designations must compete with Cognac and Caribbean rum. Marketing campaigns will highlight heritage and quality.
- Market Competition: International brands dominate. AMBRU promotes exports and tourism to boost visibility.
- Enforcement: Compliance may strain TTB resources. AMBRU proposes industry-led quality assurance.
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Market Data and Proposal Impact
The U.S. brandy and rum market is valued at $11B (2025), with $800M–$1.6B domestic (6.6% CAGR for brandy, 5.8% for rum). The proposed categories will:
- Boost Exports: From $249M (brandy) and $152M (rum) in 2023 to $1B by 2035, reducing the $1.5B rum import deficit.
- Drive Tourism: The American Brandy and Rum Trail will attract 1–2M tourists, generating $100–200M.
- Enhance Premiumization: New categories elevate brand value, mirroring bourbon’s $4.5B market.
- Support Growth: Encourage innovation across 500–900 distilleries, fostering a $5–6B industry.
These categories align with market trends, positioning American spirits globally.
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Implementation Details
Post-approval, distilleries will:
- Meet Standards: American Brandy (fruit-based, no additives), Straight American Brandy (2+ years oak), American Rum (<190 proof, sugarcane), Straight American Rum (2+ years charred oak).
- Update Labeling: Submit Certificates of Label Approval (COLAs) to TTB, ensuring compliance.
- Ensure Quality: Implement controls to meet standards, supported by AMBRU resources.
- Leverage Marketing: AMBRU will provide promotional materials to highlight new categories.
The campaign will offer webinars and guides to support compliance.
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