Photo: Turn It Up Media/Michael Eldridge for Spirit Hound Distillers On Jan. 19, 2025, the TTB officially recognized American Single Malt Whisky  as its own category — a historic milestone and the first new US whisky classification in over 50 years. Following the designation, Spirit Hound Distillers  engaged Turn It Up® to leverage their authentic brand story and 13 year commitment to distilling award-winning American Single Malt Whisky. Turn It Up used a multi-pronged market