American Whiskey Association Urges USTR to Eliminate Global Trade Barriers and Protect American Whiskey Exports

Submission identifies obstacles across 17 international markets and calls for fair, predictable trade policies that support American agriculture, manufacturing, and jobs.

WASHINGTON, D.C. — November 10, 2026 — The American Whiskey Association (AWA) has submitted formal comments to the Office of the United States Trade Representative (USTR) identifying significant foreign trade barriers affecting American whiskey exports and urging the Administration to pursue fair, reciprocal, and predictable market access for U.S. producers.

In its submission for the 2027 National Trade Estimate Report on Foreign Trade Barriers, AWA identifies regulatory and commercial obstacles across 17 international markets that threaten the competitiveness of American whiskey, including bourbon, Tennessee whiskey, American rye, and American single malt.

American whiskey is more than a signature American export. It is a vital contributor to U.S. agriculture, manufacturing, and economic activity. In 2024, American whiskey accounted for 54% of total U.S. spirits exports by value, generating approximately $1.3 billion in export revenue, according to the Distilled Spirits Council of the United States (DISCUS).

“American whiskey is more than a product. It’s an enduring symbol of American craftsmanship, agriculture, and ingenuity,” said Michael Bilello, President and CEO of the American Whiskey Association. “But even the finest American products cannot compete globally without fair and predictable market access. We must continue eliminating unnecessary tariffs, discriminatory regulations, and other trade barriers that disadvantage American producers and undermine our export potential.”

AWA’s submission identifies a range of trade challenges and recommends that USTR prioritize the following actions:

• European Union and United Kingdom: Preserve stable, predictable, and reciprocal trading relationships, including tariff-free access and protection against retaliatory trade measures affecting American whiskey. Address restrictive advertising, marketing, and promotional regulations, discriminatory excise tax measures, and other policies that impede fair competition.

• India: Secure meaningful tariff reductions and commercially viable market access for American whiskey, including bulk shipments, while addressing regulatory uncertainty and discriminatory treatment.

• Canada: Restore access to provincial retail markets where American spirits remain subject to restrictions, protecting a historically important export destination.

• Emerging and Established Markets: Expand recognition and protection of distinctive American whiskey products while addressing burdensome labeling, certification, customs, and regulatory requirements in markets across Asia and Latin America.

• Global Trade Enforcement: Promote transparent, science-based, and consistently administered regulations, reduce unnecessary trade barriers, and ensure that negotiated market access commitments deliver tangible commercial benefits.

“The success of American whiskey is closely tied to global trade stability,” Bilello continued. “Every barrel we export supports a broader American supply chain, from grain farmers and cooperages to distillers, manufacturers, and logistics providers. When American whiskey gains access to international markets, the economic benefits extend well beyond the distillery.”

The Association also emphasized the importance of continued coordination with allied trade organizations, including the Distilled Spirits Council of the United States (DISCUS) and the American Distilled Spirits Alliance (ADSA), as well as member companies and international partners working to advance fair and reciprocal trade.

“American whiskey producers are ready to compete anywhere in the world,” Bilello added. “Our job is to help ensure they have that opportunity. By removing trade barriers and establishing predictable market conditions, we can strengthen American manufacturing, support jobs, and create new opportunities for our producers and the communities they represent.”

AWA’s submission reflects the Association’s broader mission to lead, protect, and promote American whiskey while expanding international market access for producers of every size.

Our mission: Make American whiskey the world’s whiskey.

About the American Whiskey Association
The American Whiskey Association (AWA) is the leading national trade association dedicated to advancing the interests of the American whiskey industry. Representing producers and the broader supply chain across all 50 states, AWA advocates for policies that protect, promote, and lead American whiskey in the United States and around the world. AWA champions an industry that supports American jobs, strengthens rural communities, and showcases one of the nation’s most distinctive products on the global stage.