A group of American spirits makers just wrapped up a busy trip overseas. The goal was simple: get U.S. distilled spirits in front of more buyers in two important European markets. The trip took the group to Poland and Germany, and it was organized by the Distilled Spirits Council of the United States, better known as DISCUS.
What the Trip Was All About
DISCUS finished a series of trade promotion events in Poland and Germany last week. The events were meant to open new doors for American spirits producers and to make U.S. distilled spirits a bigger part of the European scene.
The work was done through a partnership with the U.S. Department of Agriculture and its Market Access Program, often shortened to MAP. The program helps American distillers get noticed, build business relationships and compete in markets around the world. Small and mid-sized producers are the main focus. Those are the companies that often don’t have the money or staff to chase overseas sales on their own.
A Partnership Almost 20 Years in the Making
Robert Maron is the senior vice president of international trade policy and market access at DISCUS. He explained why the program matters to the industry.
“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 vice president of international trade policy and market access at DISCUS. “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 partnership between DISCUS and the USDA goes back to 2006. In that time, it has covered spirits promotions in more than 20 foreign markets.
First Stop: Warsaw, Poland
The delegation started its trip in Warsaw. American producers set up a trade tasting there for a wide mix of people in the business. Guests included importers, distributors and retailers from Poland and other parts of Eastern Europe. Hospitality professionals, bartenders and trade media were also on hand.
The producers did more than pour samples. They sat in on a market briefing put on by the USDA’s Foreign Agricultural Service. After that, they went out into the field to see the Polish market for themselves. Stops included supermarkets, premium retailers and convenience stores. Seeing what is on the shelves, and how products are priced and displayed, gives a producer a much better feel for what it takes to sell in a new country.
DISCUS also hosted an exclusive trade tasting reception at the home of the U.S. Ambassador to Poland, Tom Rose. The evening brought American producers together with members of the U.S. diplomatic community. It also put them in the same room with key decision makers from Poland’s premium spirits market.
Next Stop: Bar Convent Berlin
From Poland, the group traveled to Germany for Bar Convent Berlin, known as BCB. It is described as one of the top international trade gatherings in the spirits world.
DISCUS sponsored a booth at the three-day event. Participating American producers were featured there for the whole show. The council also held a media breakfast before the event opened.
This was not a first for the group. The year marked the 12th time DISCUS has taken part in BCB in the past 13 years. That kind of track record shows a steady commitment to building up the European market for American spirits.
Maron also spoke about the timing of the trip. “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.”
Who Made the Trip
A long list of American companies took part. They 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
- Virginia Distillery Company
American Whiskey Association President and CEO Michael Bilello also joined the group.
The list is a good snapshot of the American industry. It includes some very large, well-known names alongside smaller craft operations from many different states. That mix is exactly what the program is built to support.
Why Europe Matters So Much
The European Union is the biggest export market for U.S. distilled spirits. In 2025, American spirits exports to the EU came to about $1.2 billion. That works out to roughly half of all U.S. spirits exports.
The growth over time has been huge. Over the past 30 years, U.S. spirits exports to the EU have climbed nearly 600%. DISCUS points to that number as proof of why it is important to keep developing the market. The group also stresses the value of open, tariff-free trade across the Atlantic.
The Bigger Export Picture
The numbers for the whole country tell a similar story. Since DISCUS started taking part in MAP, total U.S. spirits exports have grown from $831 million in 2006 to $2.37 billion in 2025. That is close to triple the 2006 figure.
The program is also paying off for smaller makers. Since 2024, the DISCUS export program has directly helped U.S. craft distillers land at least $18.5 million in new spirits exports. Over just the past three years, it has supported more than 45 U.S. distilleries.
What Comes Next
For a small distillery, getting a bottle into a store in another country is a big step. It takes the right contacts, a feel for local tastes and a lot of patience. Trips like this one are designed to speed that process along by putting producers face to face with the people who buy and sell spirits.
Anyone who wants more information about the DISCUS export promotion programs can contact Joel Matticks at joel.matticks@DistilledSpirits.org.
About DISCUS
The Distilled Spirits Council of the United States is the leading voice for distilled spirits in the country. It represents producers and marketers of distilled spirits sold in the U.S. The group works on policies that increase market access, promote responsible consumption and support the continued growth of the industry.
The U.S. distilled spirits industry is committed to social responsibility. Adults who choose to drink should do so in moderation and responsibly. More information is available at www.drinkinmoderation.org. DISCUS prohibits discrimination in its programs on the basis of race, religion, national origin, age, gender, disability or other protected status.
