The U.S. distilled spirits industry marked a significant milestone in 2024, with exports hitting an all-time high of $2.45 billion, according to the U.S. Department of Agriculture’s Foreign Agricultural Service (USDA-FAS). The 10% year-on-year increase underscores the renewed global appetite for American liquors—particularly whiskey—buoyed by easing trade tensions and strategic market expansion.
This growth is being largely credited to the temporary suspension of retaliatory tariffs imposed by the European Union on American whiskey, which were lifted in January 2022 as part of broader trade negotiations. The removal of the 25% retaliatory tariff has restored competitive pricing for U.S. exporters in one of their most critical markets.
Europe Drives Export Recovery
According to DISCUS (Distilled Spirits Council of the United States), the EU remains the top export destination for U.S. spirits, with American whiskey exports to the region rising to $699 million in 2024, a 60% increase compared to the post-tariff slump in 2021.
While 2024 did not see new tariff reductions, the continued absence of barriers that once limited American spirits allowed distillers to re-establish trade flows and meet pent-up demand across Europe.
Chris Swonger, CEO of DISCUS, commented on the gains, stating in a recent media release:
“The U.S. spirits industry is once again demonstrating its strength in global markets, but we remain concerned about the lingering threat of renewed tariffs linked to unrelated trade disputes.”
Growth Across Key Global Markets
Outside of Europe, significant growth has been reported in Canada, the United Kingdom, and Australia—countries with robust demand for premium spirits. Mexico also remains a high-performing export destination for American liquor brands, reflecting the country’s growing middle class and premiumization trend.
Interestingly, while the U.S. spirits industry has witnessed a boom in domestic consumption of ready-to-drink (RTD) beverages, current export data does not break down RTD performance specifically. However, DISCUS and the USDA have noted increased interest from Asia-Pacific distributors in American whiskey and flavored spirits—suggesting new avenues for future growth.
Outlook for 2025 and Beyond
Despite the strong export performance, uncertainty looms over the potential reinstatement of retaliatory tariffs in 2025, should current trade negotiations between the U.S. and EU falter. Industry leaders are urging both governments to reach a permanent resolution to prevent disruption.
For U.S. distillers, the focus is now on diversifying export portfolios, navigating international compliance frameworks, and tapping into emerging markets in Africa and Southeast Asia—regions showing rising demand for Western spirits.
As the restaurant and hospitality sectors look to elevate their bar programs globally, American spirits, particularly bourbon and Tennessee whiskey, are poised to remain high on the procurement agenda.
For restaurant operators, importers, and bar owners, this growth story signals both a rising global standard and a renewed opportunity to integrate authentic American spirits into evolving beverage menus.
