Why the India Trade Deal Matters for American Whiskey

For members of the American Whiskey Association and distillers across the country, the trade deal with India represents something essential: a remarkable opportunity.

Over the past two decades, American whiskey has undergone a renaissance in the United States, driving renewed investment at home and growing popularity abroad. The agreement with India is precisely the type of long-term, market-opening deal that is so important to the continued growth of American whiskey around the world.

India is the largest whiskey market in the world by volume and home to the fastest-growing middle class on the planet. Just as importantly, it is a market with a demonstrated affinity for American-made products—and American whiskey in particular. By 2047, the centennial of India’s independence, the country’s middle class is expected to encompass more than one billion people. While no single market can replace others overnight, India represents the scale, growth, and consumer base that make sustained export investment viable.

This matters because American whiskey is not a short-cycle product. It is built on long-term planning, long-term aging, and long-term investment. Barrels laid down today are intended for consumers years—or even decades—from now. For producers to invest with confidence, they need assurance that future markets will be open, accessible, and competitive.

From grain to glass, American whiskey supports a uniquely American supply chain: farmers growing corn, rye, wheat, and barley; coopers crafting barrels; distillers aging and blending product; truckers, warehouse workers, exporters, hospitality workers, and tourism communities that bring American whiskey to consumers at home and abroad. When export opportunities expand, that entire ecosystem benefits.

The progress made with India reflects years—indeed decades—of industry advocacy. Credit for putting this deal together belongs to the dedicated trade and economic teams across the U.S. government who worked to champion American-made products and ensure U.S. producers have a fair opportunity to compete in the global marketplace. We also appreciate the efforts of the professionals at the Departments of Agriculture and Commerce, the Office of the U.S. Trade Representative, and the many public servants who helped advance American whiskey’s interests.

American whiskey is the quintessential American-made product—rooted in agriculture, manufacturing, craftsmanship, and heritage. Ensuring it can compete globally is not just good trade policy; it is good economic policy.

The American Whiskey Association will continue advocating, alongside key global industry partners, for stable and transparent trade conditions that open doors rather than close them. The India agreement is an important step forward—and exactly the kind of deal American whiskey needs for the future.

Michael Bilello is president and CEO of the American Whiskey Association, representing the full American whiskey supply chain and advocating for fair trade, expanded market access, and policies that support U.S. agriculture, manufacturing, and jobs from grain to glass—so that American whiskey becomes the world’s whiskey.