Discus lands $900k to expand export opportunities
The US Department of Agriculture’s (USDA) American First Trade Promotion Program (AFTPP) has awarded the Distilled Spirits Council of the US (Discus) US$900,000 to promote American spirits in international markets in 2026 and 2027.
The funding is in addition to the money provided by the USDA’s Regional Agricultural Promotion Program, which was awarded to Discus in 2025 for use over five years, as well as the US$1,076,152 received from its Market Access Program funding in February this year.
Discus said it plans to build upon the momentum of these programmes with AFTPP funds by hosting activations at trade shows in Germany and France, and bespoke activities across South Korea.
“We are incredibly excited to continue to work with USDA to promote US spirits through this new and exciting programme,” said Joel Matticks, Discus manager of export promotion. “Our export promotions are designed to equip American distillers with the tools, connections and visibility they need to deliver new US spirits export sales.”
Under the AFTTP, products distilled in the States from at least 51% US agricultural material are eligible to participate.
Discus’ two-decade partnership with USDA has played a pivotal role in the growth of the US craft distilling sector by helping small and mid-sized distilleries enter and compete in international markets, as well as educating hospitality professionals, adult consumers and media in these markets on the taste, heritage and diversity of American spirits.
Since 2024, the Discus export programme has directly resulted in American craft distillers securing at least US$10.5 million in new US spirits exports.
In the last three years, Discus has supported more than 45 distilleries across the US through these programmes.
Overall, since Discus began its partnership with USDA to promote US spirits in overseas markets, total US spirits exports have grown by nearly 189%, rising from US$831m in 2006 to US$2.37 billion in 2025.
Discus’ export programme highlights the full range of American spirits, with a particular emphasis on US-made whiskey, including Bourbon, Tennessee whiskey, rye whiskey, and single malt, which represent the majority of the nation’s spirits exports worldwide.
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