2025 Export Promotions Support U.S. Distillers in Navigating Challenging Trade Environment
The Distilled Spirits Council of the United States (DISCUS) today announced it has been awarded $1,032,601 by the U.S. Department of Agriculture’s (USDA) Market Access Program (MAP) to promote American spirits in international markets in 2025 through its 2025 Export Promotion Plan.
DISCUS’ MAP initiatives aim to enhance export opportunities for U.S. distillers and promote American spirits, with an emphasis on American Whiskeys, in key international markets.
Under the USDA-funded program, products distilled in the United States from at least 51% of U.S. agricultural material are eligible to participate.
“Ongoing trade disputes and retaliatory tariffs are creating significant challenges for U.S. spirits exporters,” said DISCUS Manager of Export Promotion Joel Matticks. “DISCUS has planned an array of export promotions for this year, designed to provide American distillers with valuable resources to navigate these uncertain times and to expand their presence in global markets.”
2025 export promotion program highlights include:
- London, UK: DISCUS-designed pavilion at Bar Convent London (June 30 – July 1)
- Tokyo and Osaka, Japan: Trade promotion events (September 8-12)
- Berlin, Germany: DISCUS-designed pavilion at Bar Convent Berlin, the largest trade show in the bar and spirits industry with more than 15,000 attendees (October 6-8)
- Paris, France: Promotional events following Bar Convent Berlin (October 9)
- Mumbai and New Delhi, India: Participation in Pro Wine Mumbai and a separate trade activation in New Delhi (October 31 and November 1)
Additionally, DISCUS will engage in annual promotional campaigns in India, Australia and the United Kingdom, featuring in-store promotions, targeted media outreach and hospitality training sessions.
In addition to the $1.03 million grant, DISCUS received $1.25 million in Regional Agricultural Promotion Program (RAPP) funding from USDA to be used over a 5-year time period. DISCUS plans to use these funds to host programs in South America, India and Singapore.
DISCUS’ partnership with USDA in the MAP and various other programs over the past 19 years has played an important role in the growth of the craft distilling movement in the United States by helping small distilleries expand into international markets.
DISCUS began participating in the program in 2006 and has conducted spirits promotions in cooperation with USDA in more than 20 foreign markets, including Australia, Austria, Brazil, Bulgaria, Canada, Chile, China, Colombia, Czech Republic, Germany, France, Hong Kong, India, Japan, Korea, Romania, Russia, Singapore, South Africa, Thailand, Taiwan, the United Kingdom and Vietnam. Since that time, total U.S. spirits exports have increased by nearly 189%, from $831 million in 2006 to $2.4 billion in 2024.
Through its USDA-supported export program, DISCUS promotes the U.S. spirits sector by educating the hospitality industry, adult consumers and media in key international markets on the taste, heritage and style of American distilled spirits.
DISCUS promotes the range of American spirits with a particular focus on the unique qualities of American Whiskeys, including Bourbon, Tennessee Whiskey, American Rye Whiskey and American Single Malt, which account for the majority of U.S. spirits exports worldwide.
For more information about DISCUS’ export promotion programs, contact Joel Matticks at joel.matticks@DistilledSpirits.org.