American Whiskey Association’s Michael Bilello to Attend ProWine Singapore, Meet With U.S. Embassy Leadership, APISWA and Regional Media

WASHINGTON, D.C., April 16, 2026 — Michael Bilello, President and CEO of the American Whiskey Association, will travel to Singapore next week to attend ProWine Singapore and advance the Association’s efforts to promote American whiskey in Southeast Asia and across the broader Asia market.

During the visit, Bilello will meet with U.S. Ambassador to Singapore Dr. Anjani K. Sinha, representatives of the U.S. Embassy in Singapore, and leadership at the Asia Pacific International Spirits and Wines Alliance (APISWA) as part of the American Whiskey Association’s broader engagement to strengthen support for American whiskey as a premium U.S. agricultural product in key international markets.

Bilello’s schedule will also include media engagement with business, trade, and political policy reporters in Singapore, including interviews and appearances tied to his visit. These conversations will help reinforce the significance of Singapore as a gateway market for American whiskey and a broader platform for discussion around market access, premiumization, tourism, hospitality, and the export potential of U.S. agricultural products.

“Singapore is a strategically important market for American whiskey and a springboard into Asia,” said Bilello. “It is a regional hub for hospitality, tourism, premium food and beverage, and trade. As Southeast Asia continues to focus on high-quality tourism and premium consumer experiences, American whiskey is well positioned to be part of that story.”

Bilello’s visit comes at a time when Southeast Asia is placing greater emphasis on premiumization, high-quality tourism, and hospitality-led growth. Research supported by APISWA underscores that food and beverage experiences are a major driver of destination choice in Southeast Asia, that travelers are significantly more likely to choose destinations with premium food and beverage offerings, and that they are willing to spend more for those experiences. The research also highlights that policymakers across the region are increasingly focused on attracting higher-spending, high-quality tourists and see tourism as an important driver of economic growth.

That trend is especially relevant in markets such as Singapore and Thailand, where rising affluence is driving demand for premium experiences and where high-quality food and beverage offerings play an increasingly important role in hospitality, visitor spending, and destination competitiveness. It also reinforces the importance of policy frameworks that support licensed and freely available high-quality products, strong service standards, safety, reliability, convenience, and price competitiveness.

At ProWine Singapore and in meetings throughout the trip, Bilello will highlight the American Whiskey Association’s mission to lead, protect and promote American whiskey globally, with a focus on market access, premiumization, and the role American whiskey plays in supporting U.S. agriculture, manufacturing, exports, tourism, and hospitality.

While tariffs and non-tariff barriers continue to affect the industry, the American Whiskey Association views progress on trade deals in the region that include American whiskey as a positive indicator and hopes that trend continues to improve market access for great U.S. products.

The American Whiskey Association also recognizes the important support of the Distilled Spirits Council of the United States (DISCUS) and the U.S. Department of Agriculture’s Market Access Program (MAP), which help make trade engagement and export promotion efforts like this possible.

Bilello is available for interviews during and after the trip to discuss:

• the growing importance of Singapore and Southeast Asia to American whiskey
• American whiskey as a premium U.S. agricultural product
• tourism, hospitality, and premium food and beverage trends in Asia
• the global growth opportunity for American whiskey
• the importance of market access and trade in supporting U.S. exports