Washington — October 31, 2025 — I’ve read the reports this week! The numbers speak truth: in 2024 alone, our beloved American Whiskey category sold 30+ million 9-liter cases and generated nearly $5.2 billion in revenue domestically.
Even as broad whiskey volume dipped ~4.9% in the U.S. for the 12 months ending July 2025, American Whiskey held its ground better: down ~4.3% by volume and ~4.1% by revenue — and importantly, premium-priced American Whiskey slightly out-performed the rest of the category.
That tells us something important: consumers are willing to pay more when the quality, heritage and “story” (yes, marketing counts) line up.
What does that mean for trade & global growth?
• Export opportunity is magnitude-ready. The global American Whiskey market (so: U.S. + abroad) is forecast to grow strongly in the coming years: e.g., one report projects a global American Whiskey market size reaching ~US$17 billion by 2034.
• However: trade barriers remain real. For example, U.S. spirits exports (including whiskey) rose ~10% in 2024 — driven by key markets like the EU — but trade uncertainty (tariffs, regulatory risk) is a drag on full potential.
🛠️ Trade deals matter.
When we secure friendly trade terms, the value premium of American Whiskey becomes a global asset — and that’s good for U.S. distillers, U.S. agriculture (barrel, oak, grains), and for jobs and exports.
🇺🇸 🥃 The American Whiskey Association will continue advocating for trade policy that treats American Whiskey as the premium, specialty product it is, not a mass commodity. Because when we get it right — premium American Whiskey = premium export value. And that’s good for the U.S. economy. When cases move up and out, jobs grow just as fast as the American grain our members distill.
Thank you to our partners at the Distilled Spirits Council of the United States who continue to advocate for zero-for-zero across global markets.
