American Whiskey Assn. Joins World Spirits Alliance

 American Whiskey Association said it has been voted in as a member of the World Spirits Alliance, marking an important milestone in AWA’s mission to serve as the focused global voice for American whiskey policy, trade and market access advocacy in Washington and around the world.

AWA’s membership was confirmed during the World Spirits Alliance Annual Event in Geneva, where AWA President and CEO Michael Bilello joined international spirits sector leaders, trade experts and government representatives for discussions focused on global market access, regulatory policy, responsible consumption and the role of premium spirits in international commerce.

“The American Whiskey Association is new by design, but not by accident,” Bilello said. “It was created because American whiskey needs a focused global voice. Scotch, Irish whiskey, tequila, cognac and other global spirits have long understood the value of coordinated international advocacy. American whiskey belongs in that conversation, and AWA is ready to contribute.”

The Voice of American Whiskey

The Geneva conference provided AWA with an opportunity to establish American whiskey’s voice within the global spirits community and engage directly with industry colleagues on shared challenges affecting spirits producers and exporters around the world.

During the conference, Bilello participated in discussions on key global trade priorities, including fair and predictable market access, nondiscriminatory treatment for imported spirits, and the importance of science-based approaches to moderation and responsible consumption policy. AWA also engaged with international partners on regulatory frameworks that support consumer choice, premium product integrity and open commercial opportunity.

As part of the Geneva program, AWA participated in meetings connected to the World Trade Organization, reinforcing the importance of rules-based trade and constructive dialogue between governments and industry. These discussions come at a significant moment for American whiskey as global markets evolve and major trading partners consider new agreements, regulations and market access commitments.

Fair, Open Markets Vital

“American whiskey competes best when markets are fair, transparent and open,” Bilello said. “Our job, alongside aligned industry partners, is to build relationships, show up constructively and make sure global trade officials and policymakers understand what is at stake. American whiskey is not just a bottle on a shelf. It is a premium American agricultural product with a long supply chain, from U.S. grain farmers and American white oak to cooperages, distillers, warehouse teams, logistics providers, exporters, hospitality businesses and tourism communities.”

Global whisky remains one of the strongest large spirits categories. IWSR data reviewed by AWA shows global whisky volume increased from approximately 469.8 million 9-liter cases in 2021 to 536 million 9-liter cases in 2025, a gain of approximately 66.2 million cases, or 14.1%. At the same time, American whiskey producers are managing the realities of an aged spirits category, including long production timelines, mature inventory and the need for fair access to export markets.

Mature Inventory

“Whiskey is not made overnight,” Bilello said. “Bourbon, rye, American Single Malt, wheat and Tennessee whiskey begin with grain, oak, water, time and patience. Mature inventory is not automatically a weakness. With fair market access, it can become a strategic advantage for age-stated releases, premium blends, limited editions, tourism, hospitality and export-ready supply.”

American whiskey also carries significant domestic economic weight. Bourbon and Tennessee whiskey remain among the most recognized American spirits globally. Industry data show American whiskeys generated approximately $5.2 billion in U.S. supplier revenue in 2024, while Kentucky bourbon alone supports more than 23,000 jobs and millions of barrels aging in warehouses across the state.

“When American whiskey succeeds globally, the benefits are felt far beyond the bottle,” Bilello said. “It supports American agriculture and manufacturing at home, while also contributing to hospitality, tourism, premiumization and tax revenue in importing markets. As an aged premium product, American whiskey offers multiple entry points for consumers, elevates whiskey standards and encourages people to drink better, not simply more.”

Bilello thanked the World Spirits Alliance and its members for welcoming AWA into the organization and for facilitating purposeful engagement among global spirits leaders.

“The World Spirits Alliance brought together knowledgeable and serious people for serious conversations,” Bilello said. “Many of the members in that room have been doing important global advocacy work that predates both me and AWA. We are grateful to WSA members for their support and for welcoming us into this important global forum. AWA is not looking to duplicate anyone’s work. We are here to contribute as a constructive partner at the WSA table and help advance the shared priorities of the global spirits sector.”

AWA’s participation in Geneva follows a series of international engagements highlighting American whiskey’s role in cultural diplomacy, premium agriculture and global trade, including recent America 250 anniversary events with U.S. diplomatic posts in key markets.

India's Ambasser, Bilello Meet

While in Geneva, Bilello also participated in a meeting with Dr. Senthil Pandian C., India’s ambassador and permanent representative to the WTO. The discussion came as U.S.-India trade talks continue and as American whiskey seeks fairer access to one of the world’s largest whiskey markets.

“India represents one of the most important long-term opportunities for American whiskey,” Bilello said. “Tariff relief matters, but practical market access matters just as much. American whiskey needs to be able to enter the market, move through the value chain, navigate state-level tax and distribution rules, reach bars, restaurants, retailers and consumers, and be recognized as a premium, authentic made-in-America product.”