The Distilled Spirits Council of the United States (DISCUS) led an American spirits trade mission last month to Germany and France, two of the most important markets for American spirits in Europe.

The delegation of 14 U.S. distilleries participated in Bar Convent Berlin (BCB), one of Europe’s premier industry shows, and an American spirits tasting in Paris from Oct. 6-9.

These initiatives aimed to highlight the diversity, craftsmanship and premium quality of American spirits to key European markets, strengthening international trade relationships and expanding export opportunities.

The trade mission was supported by funding through the U.S. Department of Agriculture’s Market Access Program (MAP), which helps promote American agricultural products in international markets.

The Berlin mission included an American Spirits pavilion at BCB and an exclusive evening gathering for German spirits media at Whisky and Cigars, a top spirits shop in Berlin.

DISCUS’ American Spirits pavilion at the three-day trade show offered U.S. distillers an opportunity to showcase their products to more than 12,500 attendees from nearly 50 countries.  The Paris activation welcomed 57 importers, buyers and media professionals.

During BCB, Chistine LoCascio, DISCUS Chief of Policy, Strategy and Membership, participated in a panel hosted by Park Street University where she identified challenges and opportunities in the current international spirits landscape.

The MAP supported trade events were part of DISCUS’ market export campaign, “Cheers! Spirits from the USA,” which aims to educate the hospitality industry, adult consumers and media in key spirits export markets on the taste, heritage and style of American distilled spirits.

Europe is a critical market for U.S. spirits, ranking as the largest export destination for both U.S. spirits and American Whiskeys. In 2024, U.S. spirits exports to Europe exceeded $1.2 billion, underscoring strong demand for premium American products.  Specifically, U.S. spirits exports to Germany and France reached $128 million and $113 million, accounting for almost 20% of exports to the EU.

“Our events at Bar Convent Berlin were a huge success and provided an excellent opportunity to showcase the history, diversity and innovative spirit of American producers to hospitality and spirits industry professionals from around the world,” Joel Matticks, DISCUS Export Promotions Manager, said in a news release. “We were thrilled to see a continued interest in American spirits and look forward to expanding our reach in the EU market through continued education and collaboration.”

Featured distilleries included:

• Arizona Distilling Co.
• Brother’s Bond Bourbon
• BroVo Spirits
• Koval
• Westland Distillery
• Good Trouble Bourbon
• Stone Ledge Spirits
• Desert Door Distillery
• New Riff Distilling
• Highline Spirits
• Ole Smokey Distillery
• Virginia Distillery Co.
• Reservoir Distillery
• Traverse City Whiskey Company
• Red Eye Louie’s

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About DISCUS

The Distilled Spirits Council of the United States (DISCUS) represents the leading producers and marketers of distilled spirits and is the leading voice and advocate for distilled spirits in the United States. DISCUS advocates on legislative, regulatory and public affairs issues impacting the distilled spirits sector at the local, state, federal and international levels; promotes the distilled spirits sector, raising awareness and opening markets in the United States and around the globe; and encourages responsible and moderate consumption of distilled spirits as part of an enjoyable adult lifestyle based on evidence-based research and policy. For more information, please visit: https://www.responsibility.org/.