Federal Agency Clarifies that Truthful Use of the Term is Permissible and Protected
The Alcohol and Tobacco Tax and Trade Bureau (TTB) has formally acknowledged that the term Ozark Highlands may be lawfully and accurately used on spirits labels for products distilled in the Ozark Highlands region of the United States. This clarification provides welcome validation for local distillers and affirms the region’s distinct identity within the American spirits landscape.
In a written response to Mark Sutherland, President of the Ozark Highlands Distillers Guild, TTB’s Selina Ferguson stated:
“TTB may approve the label for use on distilled spirits not wholly manufactured in Scotland as long as the term is used in [a] truthful way to refer to a specific location.”
This statement affirms that Ozark Highlands—when clearly referencing the historic distilling region in Missouri—is fully compliant with federal labeling regulations and does not constitute misleading use of the term “Highlands,” which is often associated with Scotland.
The clarification comes after years of inconsistent feedback from label reviewers, with some distillery labels being rejected under the incorrect assumption that the word “Highlands” is reserved solely for Scotch whisky. Sutherland, who has spearheaded efforts to preserve and promote the Ozark Highlands’ 200-year legacy of spirits production, welcomed the response:
“We appreciate TTB confirming that truthful and accurate labeling of spirits produced in the Ozark Highlands is fully permitted. Our goal has always been to celebrate our region’s unique identity while maintaining full transparency with consumers—and this clarification allows our members to do exactly that.”
The Ozark Highlands Distillers Guild, which represents craft distillers across the region, had previously engaged in dialogue with both U.S. and Scottish officials, including representatives from the Scotch Whisky Association (SWA), to ensure that the regional term is not confused with protected Scotch terminology. The Guild emphasized that the term Ozark Highlands is not a derivative or imitation, but rather a well-documented American geographic reference dating back to the early 1800s. The region was officially recognized in 2022 under Missouri law as a historic and regulated spirits-producing area.
To learn more about the history, standards, and producers of Ozark Highlands Spirits, visit www.OzarkHighland.org.
For distillers seeking clarity on TTB label approvals, the Guild is now working with federal regulators to develop additional guidance to ensure consistency in future reviews and prevent misinterpretations.
