American Whiskey Association names first CEO
The newly formed American Whiskey Association (AWA) has appointed Michael Bilello, of the Wine & Spirits Wholesalers of America (WSWA), as its first CEO.
Bilello, who most recently served as WSWA’s executive vice-president of strategic communications and marketing, brings more than 20 years of experience to the role. Bilello will start his new position on 22 September.
His expertise spans strategic communications, public affairs, business development, and association management. Bilello has spent nearly a decade in the drinks industry.
At the WSWA, which represents wholesalers across the wine and spirits sector, Bilello was the trade body’s main spokesperson. He also led advocacy, branding, marketing, and the communications strategy, and was the executive director of the WSWA’s SipSource tool, which provides wholesaler data.
Brett Hale, chair of the AWA and chief corporate affairs officer at Suntory Global Spirits, said: “I am delighted to welcome Michael as our first CEO. He brings a demonstrated track record of leadership, discipline and a wealth of industry insight to the role.
“His appointment is a powerful signal of the AWA members’ commitment to drive global growth for American whiskey.
“With a clear strategy and experienced leadership in place, the AWA is now in a unique position to support the category’s future and drive growth on behalf of its members across the country.”
Earlier in his career, Bilello was the assistant administrator for strategic communications and public affairs at the Transportation Security Administration (TSA), president and CEO of public relations firm Centurion Strategies, and served as a commissioned officer in the US Marine Corps.
Bilello, who joined the WSWA in 2019, said he was “deeply honoured” to take on the CEO role.
“As we look to the future, our mission is to share the spirit of American whiskey with the world,” he added.
“From its early role in American history to the ways it continues to bring people together – whether in celebration, as a gesture of friendship, or in marking life’s milestones – whiskey remains a universal language of connection.
“Today, we continue that legacy by empowering consumers worldwide to discover, access and appreciate the craft and character that make American whiskey truly unique.”
Founded in 2025, the AWA sims to promote and protect American whiskey, and act as the leading voice for the category.
Its founding members include the world’s biggest spirits companies: Brown-Forman, Diageo, Pernod Ricard, Suntory Global Spirits, Sazerac and Campari Group.
Members of the association and board include Constellation Brands, Ole Smoky Distillery, MGP Ingredients, the Distilled Spirits Council of the US, William Grant & Sons, and CIE Creative Green Solutions.
According to SipSource data, American whiskey dipped by 2.8% in revenue in the US during the 12 months to June 2025.
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