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US invests $1.09m to push American spirits exports in 2024
The Distilled Spirits Council of the United States (Discus) has been awarded US$1,090,436 by the US Department of Agriculture (USDA) to promote American spirits in international markets in 2024.
Discus was one of nearly 70 agricultural organisations to receive funding under the USDA’s Market Access Program (MAP) for 2024.
Robert Maron, vice-president of international trade for Discus, said: “Discus’ partnership with USDA in the Market Access Program over the past 18 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.”
There has been an upward trend for American spirits exports over the past 15 years. Since 2006, American spirits exports have increased by nearly 145% from US$831m in 2006 to US$2.06 billion in 2022.
Discus has participated in the MAP since 2006, and has conducted spirits promotions in collaboration with the USDA in more than 20 foreign markets.
In 2023, Discus used its MAP funding towards marketing campaigns in the UK, Canada, Australia, India and Japan.
Daniel B Whitley, the USDA’s foreign agricultural service administrator, said: “These programmes provide a significant boost to the US agricultural industry, which in turn helps strengthen the economy not just in rural communities, but across the entire United States.”
Christine LoCascio, Discus chief of policy, strategy and membership, added: “US distilled spirits are in demand around the world. We are grateful to the US Department of Agriculture for its support and partnership in promoting American spirits exports from an array of products from small, medium and large American distillers.
“With some of the most iconic spirits in the world, as well as a range of innovative new products, American distillers are truly setting the bar.”
Although American spirits exports have increased, domestic spirits sales in the US have fallen by 3.5% in the past year, as rising inflation continues to impact consumer habits. Off-trade spirits sales in the US also fell by 4.7% in the year to November 2023.