American whiskey exports generate $1.3bn
The American Whiskey Association (AWA) has urged the US government to eliminate key trade barriers for the sector, revealing exports generated US$1.3 billion for the country in 2024.
The AWA submitted formal comments identifying key trade barriers affecting US whiskey exports to the Office of the United States Trade Representative (USTR) in anticipation of the latter’s 2026 National Trade Estimate Report.
The AWA also urged the administration to secure ‘fair, open, and transparent’ trade across major global markets.
The trade body revealed that American whiskey – including Bourbon, Tennessee whiskey, American rye, and American single malt – represented 54% of all US spirits exports and generated ‘tens of thousands’ of jobs in 2024.
“American whiskey is more than a product – it’s an enduring symbol of American craftsmanship, agriculture, and excellence,” said Michael Bilello, president and CEO of the AWA.
“To maintain our momentum, we must ensure fair access and zero-for-zero tariff treatment across all major markets. This submission reflects the unified voice of American whiskey producers calling for a level playing field – and we’re proud to work with our partners at the Distilled Spirits Council of the United States (Discus) and trade allies to strengthen opportunities for all US spirits.”
The tariff situation
The AWA’s submission identifies a range of global trade challenges.
It first called on the USTR to secure permanent zero-for-zero tariff treatment with the EU and UK. The US currently imposes a 15% tariff on EU spirits, while the EU has suspended its retaliatory tariffs until February 2026.
According to the AWA, the EU’s 25% retaliatory tariff from 2018 to 2021 resulted in a 20% reduction in US whiskey exports. With these tariffs suspended, in 2024 exports rebounded by 60% to US$699 million. The EU represented 53% of US whiskey exports that year.
It also believes distinctive production recognition for Bourbon, Tennessee whiskey, American rye, and American single malt should be expanded in emerging markets such as India, Brazil, and South Africa.
The AWA pointed out that India is the world’s largest whiskey market, and the nation recently reduced tariffs on Bourbon from 150% to 100%. However, other American whiskeys remain at 150%.
The Alcohol and Tobacco Tax and Trade Bureau officially recognised American single malt as a whiskey category in December 2024.
The AWA also called for the elimination of ‘discriminatory’ provincial taxes and markups in Canada, which caused an 85% drop in US whiskey exports to the country in 2025.
Other areas to be addressed included rising excise taxes, labelling restrictions and counterfeit risks, and equal tariff treatment and cooperative frameworks in markets where the US lacks preferential access.
“The success of American whiskey is deeply tied to global trade stability,” added Bilello. “Every barrel we export supports American farmers, cooperages, and distillers. Eliminating these barriers will strengthen our manufacturing base, create jobs, and ensure that the story of American whiskey continues to be one of growth, integrity, and national pride.”
The AWA represents producers in all 50 states.
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