DISCUS Leads Trade Promotion for U.S. Distillers in Poland, Germany

Distilled Spirits Council of the United States (DISCUS) concluded a series of trade promotion events in Poland and Germany to expand opportunities for U.S. spirits producers and strengthen the presence of American distilled spirits in European markets.

DISCUS conducted these promotions through its partnership with the U.S. Department of Agriculture’s (USDA) Market Access Program (MAP) to help U.S. distillers, particularly small and mid-sized producers, gain exposure, develop commercial relationships and compete in markets around the world. 

“DISCUS has spent nearly two decades working alongside USDA to build international opportunities for American distillers, and the results demonstrate the value of that partnership,” said Robert Maron, senior VP-international trade policy and market access at DISCUS.

Value

Since 2024, the DISCUS export program has directly resulted in U.S. craft distillers securing at least $18.5 million in new U.S. spirits exports. In just the past three years, the program has supported more than 45 U.S. distilleries.

“Through MAP, we’re able to connect distillers directly with importers, distributors, retailers and hospitality leaders while building greater awareness of the quality and diversity of American spirits. For smaller producers especially, those connections can make the difference in turning interest in a market into actual export sales.”

The European Union is the largest export market for U.S. distilled spirits. In 2025, U.S. spirits exports to the EU totaled approximately $1.2 billion, accounting for roughly half of total U.S. spirits exports. Over the past 30 years, U.S. spirits exports to the EU have increased nearly 600%, underscoring the importance of continued market development and open, tariff-free trade across the Atlantic.

DISCUS’ partnership with USDA dates to 2006 and has included spirits promotions in more than 20 foreign markets. Since DISCUS began participating in MAP, total U.S. spirits exports have grown significantly, from $831 million in 2006 to $2.37 billion in 2025.

Itinerary

The DISCUS delegation began in Warsaw, where American producers showcased their brands in a trade tasting with Polish and Eastern European importers, distributors, retailers, hospitality professionals, bartenders and trade media.

Producers also participated in a market briefing with USDA’s Foreign Agricultural Service, followed by visits to supermarkets, premium retailers and convenience stores to gain firsthand insight into the Polish marketplace.

DISCUS hosted an exclusive trade tasting reception at the residence of the U.S. Ambassador to Poland, Tom Rose, bringing U.S. producers together with members of the U.S. diplomatic community and key decisionmakers from Poland’s premium spirits market.

The delegation then traveled to Germany for Bar Convent Berlin (BCB), one of the spirits industry’s premier international trade gatherings. DISCUS sponsored a booth featuring participating American producers throughout the three-day event and held a media breakfast ahead of the show. This year marked DISCUS’ 12th participation in BCB in 13 years, demonstrating the organization’s sustained commitment to developing the European market for American distilled spirits.

“Trade promotion is especially important at a time when U.S. distillers are navigating significant uncertainty in the global marketplace,” said Maron. “DISCUS is committed to making sure American producers are positioned to succeed around the world and build long-term, durable relationships.”

Participating distillers included Arizona Distilling Company, Augustum Liqueur, Bitter End Bitters, BroVo Spirits, Brown-Forman, Campari, Infinium Spirits, Middle West Spirits, N10 Bourbons representing New Riff, Ole Smoky, Proof & Wood, Red Eye Louies, Southern Distilling Company, Suntory and Virginia Distillery Company. The group was also joined by American Whiskey Association President and CEO Michael Bilello.