U.S. distillers target East Asia for export growth

American spirits producers are stepping up their push into East Asia as they look for new export growth beyond troubled markets in Canada and Europe, with an industry trade mission to Tokyo and Taiwan highlighting that shift.

The Distilled Spirits Council of the United States, or DISCUS, said it led a tour from June 1 through June 5 with 18 U.S. distilleries as part of its “Discover US Spirits” campaign, backed by the U.S. Department of Agriculture’s Market Access Program. The trip included trade events and media tastings in Tokyo and in Taiwan, where buyers, importers and hospitality professionals sampled products from American craft distillers.

According to DISCUS, more than 200 buyers, importers, media representatives and hospitality professionals attended the events. One tasting was held at The Okura Tokyo and drew members of the drinks trade as well as government officials.

The effort comes at a time when U.S. distillers are trying to widen their footprint in Asia after a sharp setback in Canada and continued uncertainty in Europe. For beverage producers, that matters because export demand has become more important as companies try to offset weaker access in some traditional overseas markets. If interest from buyers and hospitality groups in Japan and Taiwan turns into sustained orders, it could help support sales growth for American whiskey and other distilled spirits.

Japan is already a significant destination for the category. DISCUS said Japan was the seventh-largest export market for U.S. distilled spirits in 2025 and the fourth-largest market for American whiskey. Exports of U.S. spirits to Japan topped $73 million last year, according to the group.

Taiwan remains much smaller in absolute terms, but recent growth has been notable. DISCUS said exports of U.S. spirits to Taiwan rose from just over $2 million to $4.1 million over the past year. American whiskey exports to Taiwan increased from $1.5 million to $2.2 million over the same period.

Joel Matticks, export promotions manager at DISCUS, said Japan and Taiwan offered promising opportunities for future export growth. He described this as “an exciting time for American spirits in East Asia.”

The industry’s search for new markets has been shaped by trade disruptions elsewhere. DISCUS said exports to Canada fell by more than 70% between March and December 2025 after several Canadian provinces removed American-made spirits from retail shelves in response to U.S. trade measures. At the same time, retaliatory European tariffs on American spirits have remained unsettled, leaving producers with continued uncertainty about one of their major overseas regions.

Outside Canada and Europe, however, American whiskey exports rose by 13.2% in 2025, according to the industry group, reinforcing the case for a stronger commercial focus on Asia.

Singapore has also become part of that strategy. DISCUS previously identified it as one of the fastest-growing destinations for U.S. spirits, helped by a long-standing free trade agreement under which American whiskey enters without tariffs, though excise duties still apply. U.S. spirits exports to Singapore reached $27 million in 2025, up 42.6% from a year earlier, making it one of the five fastest-growing markets for American spirits.

Michael Bilello, president of the American Whiskey Association, said Singapore’s importance goes beyond local consumption because it can serve as a regional re-export hub into other Asian markets including Vietnam, Thailand and Malaysia. He also pointed to Singapore’s strong hospitality sector as part of its appeal.

That broader regional logic helps explain why Tokyo and Taiwan have become immediate targets for U.S. producers. Japan offers scale and an established premium drinks culture, while Taiwan is showing faster percentage growth from a smaller base. For distillers facing pressure in North America and watching Europe closely, both markets offer a chance to diversify risk while building relationships with importers, bars, hotels and retailers that shape consumer demand across Asia.