In the 1942 musical biopic “Yankee Doodle Dandy,” James Cagney’s Academy Award-winning performance for his portrayal of singer-songwriter George M. Cohan endured audiences with the 1906 patriotic anthem “You’re a Grand Old Flag.” As Cagney proclaims that “ev’ry heart beats true under red, white and blue, where’s there’s never a boast or brag,” he reminds Americans to “keep your eye on the grand old flag.” In the midst of the COVID-19 pandemic, experts continue to keep a watchful eye on how the independent craft spirits industry is doing and tools needed to keep this “slice of Americana” thriving in small and large towns.
Margie A.S. Lehrman, chief executive officer (CEO) of the Louisville, Ky.-based American Craft Spirits Association (ACSA), notes that COVID-19 has tested the resiliency of the craft spirits industry. Yet, due to the tenacity of its 2,000 craft producers pre-pandemic and the local appeal of craft spirits to boost tourism, she believes the passion, resiliency and can-do attitude of craft producers will foster a rebound.