Discus bags $1m to promote US spirits
The US Department of Agriculture (USDA) has awarded the Distilled Spirits Council of the United States (Discus) US$1,076,152 to develop American spirits in international markets in 2026.
The funding is part of USDA’s Market Access Program (MAP).
Discus intends to strengthen export opportunities for distillers and elevate the global visibility of American spirits, in particular whiskey, in priority markets, including Germany, Poland, France, the United Kingdom, Japan, Taiwan and Australia.
Products distilled in the US from at least 51% US agricultural material are eligible to participate.
“Ongoing uncertainty in the global marketplace continues to create headwinds for US 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.”
As well as the MAP funding, Discus has received US$1.25m from the Regional Agricultural Promotion Program (RAPP), which the USDA awarded in 2025 for use over five years. This funding will support programming in South America, India and Singapore.
Since 2024, the Discus export programme has secured at least US$18.5m in new spirits exports for US craft distillers. It has supported more than 45 distilleries in the past three years.
Discus’ partnership with the USDA began in 2006, since which total US spirits exports have grown by nearly 189%. Totals have risen from US$831m in 2006 to US$2.4 billion in 2024.
Through the programme, Discus promotes the US spirits sector through educating hospitality professionals, consumers and media about the ‘taste, heritage and diversity’ of American distilled spirits.
The programme spans the full range of American spirits, with a particular focus on whiskey, including Bourbon, Tennessee whiskey, rye and single malt. Discus says these categories represent the majority of US spirits exports worldwide.
American whiskey exports generated $1.3bn for the country in 2024, according to the American Whiskey Association.
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