Discus eyes East Asia as spirits exports near $80m
The Distilled Spirits Council of the US (Discus) recently led a trade mission to East Asia, focusing on two markets that imported nearly US$80 million worth of American spirits last year.
From 1-5 June, Discus headed on an American spirits trade mission to Tokyo in Japan, and Taiwan, where it put the spotlight on 18 US distilleries.
According to Discus, Japan is the seventh-largest US export market for spirits and the fourth biggest for American whiskey. In 2025, US spirits exports to Japan totalled more than US$73m. However, American whiskey exports to Japan declined by 28% to US$57m last year, Discus revealed in its 2025 exports report.
Meanwhile, exports of US spirits to Taiwan grew from US$2m to US$4.1m last year, and American whiskey exports increased from US$1.5m to US$2.2m.
Together, the two markets accounted for US$77.1m in US spirits exports in 2025.
“It is an exciting time for American spirits in East Asia,” said Joel Matticks, Discus export promotions manager.
“Both Japan and Taiwan represent promising growth markets for US spirits, positioning them as key destinations for export expansion.”
Discus’ visit to Asia was part of its Discover US Spirits campaign, which is backed by the US Department of Agriculture’s (USDA) Market Access Program (MAP). In April, the USDA awarded Discus US$900,000 to promote American spirits in international markets in 2026 and 2027.
Across both countries, Discus hosted trade activations and media events where attendees tried premium spirits from US craft distilleries. More than 200 Japanese and Taiwanese buyers, importers, media, and on-premise professionals attended the events.
In Japan’s capital, Discus held a tasting event for spirits and government professionals at The Okura Tokyo hotel.
Discus showcased US producers such as Westland, Middle West Spirits, Garrison Brothers, Uncle Nearest, Virginia Distillery Co, and New Riff Distilling.
Matticks added: “Discus looks forward to continuing to build upon the foundation of years of free and fair spirits trade between Japan and Taiwan and the United States, to advance the interests of US producers and meet the growing demand of Japanese and Taiwanese adult consumers.”
US spirits exports reached US$2.37 billion last year, according to the 2025 American Spirits Exports Report.
Meanwhile, exports to Canada plummeted by more than 70% since the start of the country’s removal of American spirits in March 2025 due to trade tensions with the US. Only two provinces, Alberta and Saskatchewan, have lifted the ban.
The top five markets for US spirits in 2025 – which account for 72% of all exports – were the EU (US$1.2bn), the UK (US$153m), Australia (US$138m), Mexico (US$127m), and Canada (US$89m).
Discus’ focus on export opportunities follows a drop in demand for American spirits in its home market due to economic pressures. US spirits sales declined by 2.2% in value last year, with American whiskey dipping by 0.9%.
However, volumes of US spirits rose by 1.9% to 318.1 million nine-litre cases in 2025.
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