The Distilled Spirits Council of the United States (DISCUS) is coming to Australia for a trade tour, marking its first visit Down Under since 2019.

DISCUS is continuing its mission to raise the profile of American Spirits in Australia and the tour will see several DISCUS member brands showcase their spirits and share their brand stories in person with the aim of making new connections with local distributors, bartenders, retailers, media and other key representatives in the sector.

As of November 2023, US distilled spirit exports to Australia reached $132 million – a 7.3% increase from the same period in 2022. 

DISCUS credits this to Australia being one of the most dynamic spirit markets internationally, with an eagerness to try new flavours, brands, imports and artisanal offerings.

Trends coming out of the 2019 tour for US exporters included a dominance in American Whiskey and a steady rise in on-premise consumption of American spirits, with Aussie consumers choosing to enjoy cocktails in bars and restaurants. DISCUS brand members attending the 2024 tour are seeking to learn more about how these trends are now tracking, as well as uncover what is currently popular among the average Australian spirits consumer.

The DISCUS members looking to begin exporting into the market include the likes of craft brands such as  Arizona Distilling, Red Eye Louie’s and Traverse City Whiskey who will arrive in Sydney on May 27.  

Formal events will commence on May 28 with a mini trade show at The Ace Hotel in Surry Hills that will welcome key retailers, importers, media, and bartenders to mingle with the DISCUS brand members and sample products that aren’t yet available in Australia. The trade show will also act as an opportunity for DISCUS brand members who already have presence in Australia – such as Sagamore Spirit, Uncle Nearest, and Westward Whiskey – to continue building relationships with bartenders and other key industry players in the market.

Members will then travel to Melbourne for a similar event on May 30 at The Stamford Plaza, to take part in the inaugural Melbourne Trade Show hosted by The Whisky List.

Joel Matticks, Manager of Export Promotions for DISCUS says, “After years of growing our visibility in Australia and helping to raise awareness of the versatility of American spirits, we are so excited to be heading back to Australia to connect key trade with new brands they may not have known about who are looking to export into Australia, and to further increase opportunities for the brands already in market.

“Our previous efforts have led to brands gaining representation and sales opportunities in Australia, and we’re hoping that this visit garners the same results and leads to Australians being able to access an even wider range of quality American distilled spirits.”

DISCUS member brands visiting Australia that aren’t in-market yet include Traverse City Whiskey (Michigan), Red Eye Louie’s (Alabama), and Arizona Distilling (Arizona). Brands already available in the Australian market that will also be attending the tour Angel’s Envy, Bardstown Bourbon Company, Green River Whiskey, Ole Smoky, Penelope Bourbon, Sagamore Spirit, Uncle Nearest and Westward Whiskey.

The trade tour is a part of DISCUS’ ongoing “Cheers! Spirits from the USA” campaign – which was created to further raise awareness and knowledge of the heritage, flavour profiles, and quality of US distilled spirits in international markets. The campaign has been active in Australia since 2021.

Register for the free trade tour events here: www.wsky.me/DISCUSTOURAUS