American Whiskey Association’s Michael Bilello to Visit Warsaw and Berlin, Advance Export Growth and Fair Market Access

Poland is an increasingly important market for American whiskey; Berlin visit comes amid industry opposition to proposed 20% spirits tax increase

WASHINGTON, D.C., October 7, 2026 — American Whiskey Association President and CEO Michael Bilello departs today for Warsaw and Berlin for a week of trade, diplomatic, media and market engagement focused on expanding American whiskey exports, strengthening commercial relationships and addressing policy barriers in two strategically important European markets.

Bilello will join a U.S. spirits delegation in Warsaw before traveling to Germany for Bar Convent Berlin, one of the world’s leading international bar and beverage trade shows. The mission reflects AWA’s broader strategy to make American whiskey the world’s whiskey by showing up in key markets, supporting importers and hospitality partners, and advocating for fair and predictable market access.

Poland has become an increasingly important market for American whiskey. U.S. whiskey is the second-largest whiskey category by volume in Poland, behind Scotch, and the third-largest spirits category overall, behind vodka and Scotch. American whiskey has built meaningful momentum in Poland and continues to strengthen its position in the market. Volume grew at a 5.7 percent compound annual rate between 2020 and 2025, and U.S. whiskey volume reached approximately 1.36 million nine-liter cases in 2025.

“Poland is a compelling example of what can happen when American whiskey has the opportunity to compete and build a consumer following,” Bilello said. “If our mission is to make American whiskey the world’s whiskey, we have to show up in markets where demand is growing and where the rules that shape future access are being written. Warsaw and Berlin are both important places for us to be right now.”

Building the American Whiskey Opportunity in Poland

In Warsaw, Bilello will participate in a trade tasting bringing American producers together with Polish and Eastern European importers, distributors, retailers, hospitality professionals, bartenders and trade media. He will also attend an evening reception at the residence of the U.S. Ambassador to Poland alongside members of the U.S. diplomatic community and leaders from Poland’s premium spirits market. The program also includes a Polish and Eastern European market briefing involving USDA/FAS Warsaw and in-market retail visits.

The visit comes at an important moment for Poland’s alcohol policy environment. The Polish government has proposed increasing the 2027 excise rate on ethyl alcohol from PLN 8,811 to PLN 10,109 per hectoliter of pure alcohol, an increase of approximately 15 percent.

Separate proposals under consideration could also broaden restrictions affecting alcohol promotion and ordinary commercial practices and establish mandatory pictograph requirements for alcohol products. AWA believes public policy objectives should be pursued in ways that preserve a predictable commercial environment and avoid creating unnecessary barriers for imported products and brands entering the Polish market.

“American whiskey is not asking for special treatment,” Bilello said. “We want American producers to have a fair opportunity to enter the market, work with local partners and compete for Polish consumers. Poland has demonstrated real enthusiasm for American whiskey, and our goal is to build on that momentum.”

Berlin, Bar Convent and the German Spirits Tax Debate

Bilello will then travel to Berlin for Bar Convent Berlin, October 12 through 14, where bar owners, bartenders, distributors and manufacturers from nearly 90 countries gather for one of the industry’s major international trade events. BCB is celebrating its 20th anniversary this year.

Bilello will participate in trade engagement at the DISCUS-sponsored presence at Messe Berlin and take part in an international media breakfast on October 13 focused on U.S. spirits and the European marketplace.

Germany is one of American whiskey’s most important established European markets. U.S. whiskey volume totaled approximately 2.26 million nine-liter cases in Germany in 2025, representing nearly 40 percent of the country’s whisky market, second only to Scotch. Despite recent pressures across the German beverage alcohol market, industry forecasts point to renewed growth for U.S. whiskey through 2030, underscoring the long-term opportunity for American producers if the market remains competitive and predictable.

The Berlin visit also comes amid a consequential German policy debate. The German government’s 2027 Budget Accompanying Act proposes 20 percent increases in taxes applying to spirits, sparkling wine, intermediate products and “alcopops,” a narrowly defined category of certain ready-to-drink mixed beverages below 10 percent ABV, beginning January 1, 2027.

AWA supports efforts by German industry partners to ensure policymakers fully consider the economic and competitive implications of the proposal and to preserve a competitive and predictable market for spirits, including imported American whiskey.

“A 20 percent increase in the spirits tax would raise costs across the category at precisely the moment producers, importers and hospitality businesses are working to strengthen the market,” Bilello said. “We support the efforts of our German industry partners to ensure policymakers fully consider the economic and competitive implications of the proposal. Germany is an important market for American whiskey, and we want to see a predictable environment in which businesses can invest, consumers have choice and the category can continue to grow.”

The Warsaw and Berlin mission is part of AWA’s expanding international engagement around trade, market access, diplomatic outreach, media, hospitality and export promotion.

“American whiskey is Made in America, but its opportunity is global,” Bilello said. “Our job is to open doors, remove barriers and then let the quality, heritage and versatility of American whiskey do the rest.”

About the American Whiskey Association

The American Whiskey Association is the singularly focused global voice for American whiskey, founded by leading producers that make the lion’s share of the category and supported by a uniquely American supply chain that includes grain producers, American white oak forestry, cooperages, distillers, hospitality businesses, industry partners, tourism communities and global trade partners.

AWA works to LEAD, PROTECT and PROMOTE one of America’s most iconic agricultural and manufacturing exports by advancing fair trade, tariff relief, market access, export competitiveness, product integrity and global recognition for American whiskey. AWA’s mission is to make American whiskey the world’s whiskey.

— AWA —