DISCUS Hosted Successful Trade Mission of U.S. Distilleries to India
Mumbai and New Delhi Events Showcase American Spirits
WASHINGTON – The Distilled Spirits Council of the United States (DISCUS) recently led an American spirits trade mission to India, the world’s largest whiskey market by volume. The mission, held from Oct. 31-Nov. 4, featured U.S. distilleries participating in ProWine Mumbai, one of India’s premier industry trade shows, and an exclusive American spirits tasting event in New Delhi.
These events were part of DISCUS’ global export campaign, Cheers! Spirits from the USA, and aimed to promote the heritage, quality and diversity of American distilled spirits to key Indian stakeholders, including importers, buyers, media and hospitality professionals.
The trade mission was supported by funding through the U.S. Department of Agriculture’s Market Access Program (MAP), which helps promote American agricultural products in international markets.
During the ProWine Mumbai event, DISCUS hosted an American Spirits pavilion and DISCUS President & CEO Chris Swonger presented the “ProWine Bartender of the Year 2025” award to the winner of the ProWine Bartenders Competition.
The competition rounds were based on celebrating the diversity and creativity of American spirits to create cocktails that captured the flavors, culture and spirit of America. DISCUS’ American Spirits pavilion at the 2-day trade show offered U.S. distillers an opportunity to showcase their products to nearly 5,500 attendees from across India.
The New Delhi event was held at the Hotel Leela Palace’s Library Bar, which is recognized as one of India’s top 30 bars, and attended by importers, buyers and media professionals.
Through its partnership with USDA, DISCUS has conducted a campaign in India since 2023 to educate Indian importers and media about the distinctiveness and versatility of American whiskeys and other spirits.
“Our events in India were a huge success and provided an excellent opportunity to showcase the history, diversity and innovative spirit of American producers to hospitality and spirits industry professionals in one of the world’s most dynamic and promising markets,” said Robert Maron, DISCUS Senior Vice President of International Trade Policy and Market Access.
“We are encouraged by the growing interest in American spirits and remain committed to expanding our presence in India through continued education and advocacy in pursuit of a reduction in India’s excessive tariffs on all U.S. spirits.”
Despite its market size, India remains a challenging export destination for American spirits due to prohibitively high tariffs and other non-tariff barriers. In 2024, American whiskey exports to India totaled just $8.8 million, trailing behind smaller markets such as Singapore, New Zealand and the UAE.
India imposes a 100% ad valorem tariff on bottled Bourbon and a 150% ad valorem tariff on other American spirits. As a result, imported bottled spirits account for only 1% of India’s total spirits market.
In February 2025, President Trump secured a reduction in India’s tariff on bottled Bourbon from 150% to 100%, a meaningful first step toward improving market access. However, tariffs on bulk Bourbon and all other American spirits remain at 150%. Securing further tariff reductions across all categories of U.S. spirits remains a top priority for DISCUS as trade negotiations between the United States and India continue.
Featured distilleries included:
- Brown Forman
- Suntory
- Campari
- Virginia Distillery Co.
- Devil’s River Whiskey Distillery
- Red Eye Louie’s
- Cleveland Whiskey
- Shankar Distilleries
- Sazerac
- Michter’s Distillery
- Brother’s Bond Bourbon
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About DISCUS: The Distilled Spirits Council of the United States (DISCUS) represents the leading producers and marketers of distilled spirits and is the leading voice and advocate for distilled spirits in the United States. DISCUS advocates on legislative, regulatory and public affairs issues impacting the distilled spirits sector at the local, state, federal and international levels; promotes the distilled spirits sector, raising awareness and opening markets in the United States and around the globe; and encourages responsible and moderate consumption of distilled spirits as part of an enjoyable adult lifestyle based on evidence-based research and policy. The U.S. distilled spirits industry is committed to social responsibility. For those adults who choose to drink, they should do always so in moderation and responsibly. The Distilled Spirits Council of the United States, Inc., prohibits discrimination in its programs on the basis of race, religion, national origin, age, gender, disability, or other protected status. For more information, please visit: https://www.responsibility.org/
