American Whiskey Association names Michael Bilello as first CEO  

USA – The newly formed American Whiskey Association (AWA) has appointed Michael Bilello as its first chief executive officer.  

Bilello, who previously served as executive vice-president of strategic communications and marketing at the Wine & Spirits Wholesalers of America (WSWA), will assume the position on 22 September. 

With more than two decades of experience in strategic communications, public affairs, business development and association management, Bilello brings nearly ten years of drinks industry expertise to the AWA.  

At WSWA, he acted as the organization’s lead spokesperson while overseeing advocacy, branding, marketing, and communications strategies. He also served as executive director of SipSource, the wholesaler data tool providing market insights across the wine and spirits sector. 

Brett Hale, chair of the AWA and chief corporate affairs officer at Suntory Global Spirits, welcomed the appointment: “Michael brings a demonstrated track record of leadership, discipline and industry insight to the role. His appointment signals the AWA members’ commitment to drive global growth for American whiskey.” 

Founded in 2025, the AWA represents the interests of the American whiskey category worldwide, promoting and protecting the spirit while serving as its leading industry voice.  

Its founding members include Brown-Forman, Diageo, Pernod Ricard, Suntory Global Spirits, Sazerac and Campari Group. Other board members include Constellation Brands, Ole Smoky Distillery, MGP Ingredients, the Distilled Spirits Council of the US, William Grant & Sons and CIE Creative Green Solutions. 

Bilello expressed his enthusiasm for his new role: “As we look to the future, our mission is to share the spirit of American whiskey with the world. From its early role in American history to the ways it continues to bring people together, whiskey remains a universal language of connection.” 

Earlier in his career, Bilello served as assistant administrator for strategic communications and public affairs at the Transportation Security Administration (TSA), was president and CEO of public relations firm Centurion Strategies, and served as a commissioned officer in the US Marine Corps. 

According to SipSource data, American whiskey posted a 2.8% decline in US revenue during the 12 months to June 2025, highlighting the category’s need for renewed advocacy and market expansion efforts as the AWA begins its work under Bilello’s leadership. 

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