The Distilled Spirits Council of the United States (DISCUS) has been awarded $1,076,152 by the U.S. Department of Agriculture’s (USDA) Market Access Program (MAP) to promote American spirits in international markets in 2026. The funding aims to strengthen export opportunities for U.S. distillers and elevate the global visibility of American spirits, particularly American Whiskeys, in priority markets.
Through the program, DISCUS plans to promote American spirits across Germany, Poland, France, the United Kingdom, Japan, Taiwan, and Australia.
Products distilled in the United States from at least 51% U.S. agricultural material are eligible to participate.
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READ THE STORY“Ongoing uncertainty in the global marketplace continues to create headwinds for U.S. spirits exporters,” said Joel Matticks, DISCUS manager of export promotion. “Our 2026 export promotions are designed to equip American distillers with the tools, connections and visibility they need to navigate these challenges and expand their footprint in key global markets.”
DISCUS also continues to utilize $1.25 million in Regional Agricultural Promotion Program (RAPP) funding awarded in 2025 by USDA for use over a five-year period. Those funds support expanded programming in South America, India and Singapore.
The organization’s nearly two-decade partnership with USDA through MAP has played a pivotal role in the growth of the U.S. craft distilling sector. Since 2024, the DISCUS export program has directly resulted in U.S. craft distillers securing at least $18.5 million in new spirits exports.
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In just the past three years, the program has supported over 45 U.S. distilleries. Since DISCUS began participating in the program in 2006, total U.S. spirits exports have grown by nearly 189%, rising from $831 million to $2.4 billion in 2024.
The program highlights the full range of American spirits, with particular emphasis on the distinctive qualities of American Whiskeys, including Bourbon, Tennessee Whiskey, American Rye Whiskey and American Single Malt. These categories represent the majority of U.S. spirits exports worldwide.
DISCUS promotes the sector by educating hospitality professionals, adult consumers and media in key international markets on the taste, heritage and diversity of American distilled spirits.
The funding comes at a critical time for U.S. spirits exporters. Retaliatory tariffs imposed by the European Union on American whiskey imports have weighed heavily on the category, creating significant uncertainty for distillers reliant on international sales. Industry groups including DISCUS have repeatedly called for the removal of trade barriers to restore momentum in key export markets.
