The Distilled Spirits Council of the United States (DISCUS) has been awarded $1,032,601 (£832,000) from the U.S. Department of Agriculture’s Market Access Program to promote American spirits internationally throughout 2025.
The funding aims to help U.S. distillers navigate current trade challenges while expanding their presence in global markets. Products eligible for the programme must be distilled in the United States from at least 51% U.S. agricultural material.
“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.”
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The 2025 export promotion programme includes participation in several major industry events. DISCUS will establish dedicated pavilions at Bar Convent London (30/06 – 01/07) and Bar Convent Berlin (06/10 – 08/10), the latter being the spirits industry’s largest trade show with over 15,000 attendees.
Additional promotional events are planned for Tokyo and Osaka in September, Paris in October, and Mumbai and New Delhi in late October and early November. DISCUS will participate in Pro Wine Mumbai and conduct separate trade activations in New Delhi.
Long-Term Partnership Success
DISCUS has participated in the MAP programme since 2006, conducting spirits promotions in more than 20 foreign markets. During this 19-year partnership, U.S. spirits exports have grown by nearly 189%, from $831 million (£669 million) in 2006 to $2.4 billion (£1.93 billion) in 2024.
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In addition to the MAP grant, DISCUS received $1.25 million in Regional Agricultural Promotion Program funding from USDA. These funds will support programmes in South America, India, and Singapore over a five-year period.
