2025 Export Promotions Give U.S. Distillers a Global Advantage

In a year marked by shifting trade dynamics, retaliatory tariffs, and mounting uncertainty around international exports, American distillers just got a powerful ally. The Distilled Spirits Council of the United States (DISCUS) has secured more than one million dollars from the U.S. Department of Agriculture to help U.S.-made spirits break through trade barriers and find footing in global markets. That is not just good news for distillers. It is a strategic win for the entire beverage alcohol industry.

Through the USDA’s Market Access Program, DISCUS received over one million dollars to fund its 2025 Export Promotion Plan, a campaign aimed at increasing the presence of American spirits overseas. The program is open to spirits distilled in the United States using at least 51 percent U.S. agricultural materials. It is a critical investment at a time when many distillers are being squeezed by shifting tariffs and slowed distribution channels. In addition to this support, DISCUS was also awarded more than one million dollars through the Regional Agricultural Promotion Program. That funding will be spread across five years with a focus on growth in South America, India, and Singapore.

This kind of government-backed support has a ripple effect across the industry. For small and mid-sized brands trying to expand beyond U.S. borders, the cost of entry into international markets can be overwhelming. DISCUS’ funding helps remove some of those barriers by supporting promotional efforts, providing access to major trade events, and running educational campaigns that introduce foreign consumers and hospitality professionals to American spirits.

In 2025, DISCUS is focused on connecting directly with international audiences. They will host branded pavilions at Bar Convent London and Bar Convent Berlin, and support events in Tokyo, Osaka, Paris, Mumbai, and New Delhi. These activations are not just about exposure. They create meaningful access to importers, distributors, and trade professionals who can help brands grow their presence on shelves and behind bars. Ongoing campaigns in the United Kingdom, India, and Australia will include in-store tastings, hospitality training sessions, and targeted media outreach. For distilleries looking to build brand identity abroad, these are valuable touchpoints.

A strong emphasis is being placed on American Whiskeys, including Bourbon, Tennessee Whiskey, Rye, and Single Malt. These categories remain the cornerstone of U.S. spirits exports, and this focused support helps reinforce their positioning around the world. But the benefits extend beyond whiskey. The visibility and education provided through these efforts help elevate all U.S.-made spirits and build global interest in the broader landscape of American craft distilling.

For brands already engaged in exporting, these programs can help strengthen existing relationships and open doors to new ones. For those still exploring international growth, DISCUS provides a structured starting point with a proven track record. Since joining the Market Access Program in 2006, DISCUS has helped grow U.S. spirits exports from 831 million dollars to more than 2.4 billion dollars in 2024.

With trade disputes and tariff complications still presenting challenges, this funding represents a much-needed advantage. It signals that there is still strong support for helping American producers succeed globally, and it gives distilleries a real opportunity to grow through smart partnerships and global exposure. Whether you are scaling exports or watching the market for the right time to move, this initiative could shape what the next few years look like for U.S. spirits on the international stage.