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US spirits exports tumble as drinkers shun American brands, industry warns
Published by Global Banking & Finance Review®
Posted on October 6, 2025
2 min readLast updated: January 21, 2026
Global Banking & Finance Review®
Company
Published by Global Banking & Finance Review®
Posted on October 6, 2025
2 min readLast updated: January 21, 2026
US spirits exports dropped 9% in Q2 due to trade tensions, with significant declines in key markets like the EU and Canada.
By Emma Rumney
-Exports of U.S. spirits fell 9% in the second quarter, according to a report by the Distilled Spirits Council of the United States published on Monday, which warned that trade tensions were hitting demand in key markets.
The decline marked a sharp reversal from 2024's strong export performance, with steep drops across major markets including the European Union, Canada, Britain and Japan, which together represent 70% of total exports by value, DISCUS said. The trade association represents top spirits makers, including Jameson Irish whiskey maker Pernod Ricard and Brown-Forman, which produces Jack Daniel's.
Canada saw the most dramatic fall, with U.S. spirits exports plummeting 85% to below $10 million in the second quarter. The majority of Canadian provinces continue to ban American spirits from their shelves in response to U.S. tariffs targeting Canada, although the country removed retaliatory tariffs in September.
Exports to the EU, the industry's largest market, dropped 12% to $290.3 million, while shipments to Britain fell 29% to $26.9 million and those to Japan decreased 23% to $21.4 million, with DISCUS also citing trade tensions.
"There's a growing concern that our international consumers are increasingly opting for domestically produced spirits or imports from countries other than the U.S., signaling a shift away from our great American spirits brands," said DISCUS President Chris Swonger.
Other consumer goods industries have warned about rising anti-American sentiment following the sweeping tariff regime and other policies pursued by U.S. President Donald Trump.
Denim maker Levi Strauss warned in August that it faced risks of "rising anti-Americanism" as a consequence and that some consumers could shift away from U.S. products. McDonald's CEO Chris Kempczinski told investors in May that the company had also observed an uptick in such sentiment, particularly in Northern Europe and Canada.
The export slump comes as American whiskey producers contend with slowing domestic sales and record-high inventory levels, DISCUS said.
Swonger said that the spirits sector is deeply interconnected, meaning U.S. tariffs hit the industry as a whole. He urged the Trump administration to work toward restoring zero-for-zero tariffs with trading partners.
(Reporting by Emma Rumney, Editing by Louise Heavens)
Consumer preferences are the subjective tastes and preferences that influence the purchasing decisions of individuals or groups.
An export is a good or service that is produced in one country and sold to another country, contributing to the exporting country's economy.
The Distilled Spirits Council is a trade association that represents the distilled spirits industry in the United States, advocating for its interests and providing market insights.
Economic growth is the increase in the production of goods and services in an economy over a period of time, often measured by GDP.
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