DISCUS Rolls Out 2024 Market Access Program Plan to Boost U.S. Spirits Exports

The Distilled Spirits Council of the United States (DISCUS) has launched its ambitious 2024 Market Access Program Plan, set to enhance the global footprint of American distillers. With a substantial grant of $1.09 million from the U.S. Department of Agriculture's Market Access Program (MAP), DISCUS is poised to lead a spirited campaign to promote American distilled spirits across several key international markets.

The 2024 initiative targets Canada, Australia, India, the United Kingdom, and Germany, where DISCUS plans to host a series of trade promotion activities. These strategic markets have been chosen for their potential to cultivate and expand the presence of U.S. spirits, providing American distillers with lucrative opportunities to showcase their products to a global audience.

Central to the program is the eligibility criterion that participating products must be distilled in the United States from at least 51 percent U.S. agricultural material, ensuring the promotion of authentically American products. This not only helps to bolster the domestic agricultural sector but also enhances the authenticity and appeal of the spirits on the international stage.

Robert Maron, DISCUS Vice President of International Trade, expressed enthusiasm about the program's potential to support American distillers in tapping into global markets. The planned export promotions are expected to significantly boost brand awareness and sales through targeted activities, including in-store promotions, trade shows, and hospitality training sessions.

The schedule for 2024 includes promotional events in major cities like Sydney, Melbourne, Montreal, London, Manchester, Berlin, and Vancouver. Notably, the event in Berlin will feature a DISCUS-designed pavilion at Bar Convent Berlin, the largest trade show in the bar and spirits industry.

Since DISCUS began participating in the USDA's MAP in 2006, it has significantly contributed to the international growth of the U.S. craft distilling movement. The Council has conducted spirits promotions in over 20 foreign markets, correlating with a striking increase in U.S. spirits exports—from $831 million in 2006 to $2.2 billion in 2023.

This growth underscores the success of DISCUS's strategic promotion of American spirits, particularly focusing on American Whiskeys like Bourbon, Tennessee Whiskey, American Rye Whiskey, and American Single Malt. These categories, which represent the bulk of U.S. spirits exports, are highlighted for their unique taste, heritage, and style, resonating with international consumers and industry professionals alike.

As DISCUS gears up for its 2024 Market Access Program Plan, the future looks promising for American distillers aiming to make their mark on the global stage. Through targeted promotional efforts and a strong partnership with the USDA, DISCUS continues to champion the quality and diversity of American distilled spirits, paving the way for continued growth and success in international markets.