Latest news with #DISCUS
Yahoo
05-05-2025
- Business
- Yahoo
Visit Jalisco, Mexico, where the story of tequila begins
Tequila is the fastest growing spirits category in the United States, and a truly artisanal agricultural spirit with a unique Mexican terroir and a culture all its own. According to the Distilled Spirits Council of the United States' (DISCUS) 2025 Annual Economic Briefing, sales of the popular agave-based spirit grew by 2 percent from 2023 to 2024, leaving the rest of the bottles in the dust. Yet few of us know how tequila is produced and the rich heritage behind it. A visit to Jalisco, where tequila is made (and mariachi-style music was born), provides an excellent peek into the centuries of tradition behind the process. Although tequila's official denomination of origin commenced in 1974, its history stretches back for centuries. Jalisco records hundreds of years of production, back to the 16th and 17th centuries, although pulque, the fermented juice of the maguey (agave) plant, was consumed by Aztecs and Nahuas as early as 250 A.D. Start learning in Guadalajara, the capital of the Western state of Jalisco, with a dip into cantina culture. 'Tequila is the number one ambassador of Mexico,' says Daniela Villasuso of Mijenta Tequila, a popular brand from the highlands of Jalisco. 'It embodies everything that has to do with how we live.' Here, you won't be drinking margaritas. Ease into things with a cantarito—a juicy mix of citrus and tequila, topped with soda and served in a natural clay jar rimmed with chili salt. 'And of course,' says Villasuso, 'sit next to a Mexican at a bar. Talk to us. We will give you some shots, and it will be done with love.' Soon after exiting the traffic of Guadalajara proper, you'll start to see mesmerizing rows of blue agave plants stretching in every direction. Fernando Pérez Ontiveros knows the valley, or lowlands, as the birthplace of tequila. A fourth-generation grower and distiller in Amatitán, Jalisco, Pérez Ontiveros recently launched a new brand, Laelia Tequila, an artisan tequila brimming with traditional lowland aromas and flavors like cooked agave, sweet potato, minerals, citrus, and lemongrass, with Grupo Solave and Casa Natima Distillery. This distinct profile starts in the agave fields. The minerality of the valley terroir comes not just from the volcanic soil, but also the volcanic water source from their own deep well. 'We only use agave and water,' says Pérez Ontiveros, 'at the end of the day, to make tequila, so they both better be very good.' (Bats and agaves make tequila possible—and they're both at risk) Eduardo Pérez Ontiveros, brother of Pérez Ontiveros, runs the farming side of Grupo Solave, and nurtures the baby plants once weaned. 'We select the hijuelos, the young shoots, by size from the mother plant,' he says, 'in the spring between the second and third year of the plant's life, plant them, then wait six years to have the best quality agaves.' These not-so-low lowlands, 3,500 feet above sea level, live at the foot of the dormant Volcán de Tequila. Here in La Valle, the soil contains lots of ash packed with minerals like iodine, calcium, magnesium, and sodium, the warm climate makes the agaves grow and sweeten quicker, and the tequila tends to show earthy peppery notes with a lot of pyrazine—the aroma compound that brings grassy, herbal, green aromas—in the glass. Keep driving west towards Tequila, where the highland elevations climb to over 6,000 feet, and the red, iron-rich soil with its higher acidity work with cooler temperatures to stress the agave, slowly creating the sweeter, more tropical, viscous vanilla notes typical of the Los Altos terroir. Sergio Mendoza, Co-Founder of Don Fulano Tequila, agrees that the most critical element in the terroir and artisanship in traditional tequila productions comes from the soil. 'As fifth-generation agave farmers, we care for the ground, using regenerative farming practices. Through crop rotation and minimal agrochemical use, we nurture our land and handpick only selected mature agave plants for harvest. Maturity is paramount to quality.' Like the folks at Laelia, they grow their own agave, and walk the fields, testing brix (sucrose) level and 'selecting plant by plant for optimum maturity.' The timing for cutting each agave piña directly impacts the end result. Steffin Oghene, a vice president at El Tequileño, a heritage brand from the highlands, explains that 'if you taste a green banana [versus] a banana with black spots, one is very green and fresh in flavor and lacks complexity. The other is rich, sweet, and has layers of flavor. The banana with black spots represents mature agave. You need mature agave not only for its natural sugar content, but more for the complex flavor profile that it will provide to artisanal tequila.' The last task in the field is the work of the jimador, who harvests and trims the agaves using the same hand-sharpened tool created for the job three centuries ago, according to the specifications of the maestro, or master distiller. Carlos Huízar, the maestro behind Laelia, says the jimador's job is critical to the flavors and aromas in the final product. 'In our case, at Laelia, the jima height is the key. We need to remove the most possible green parts of the penca, the agave leaf, in order to get that sweet potato aroma. For that reason, our jima height is smaller than normal." After roasting low and slow for up to 36 hours in brick ovens, Laelia's cooked agaves get crushed with two-ton mechanized tahona wheels made from volcanic stone. As the juice comes out, the 'bagasse" (fibers) get separated by hand. Huízar's team leaves some of the bagasse, which contain the native yeasts, in the juice, so that when they transfer the juice to the open-top stainless and wooden tanks, the bubbly natural fermentation process begins without any additional yeast necessary. Next, after about 60 hours, it's on to Laelia's traditional copper stills for double distillation, then rectification to bring the spirit to the proper proof. Laelia Blanco then rests for at least 14 days in American oak barrels, while Laelia Reposado vacations for four-to-six months in toasty French barrels before bottling. In Guadalajara: Swing through saloon doors into the tiny 19th-century Cantina La Sin Rival for a rapid immersion into the Tapatío lifestyle. Cantina La Fuente, in the historical center, attracts tourists and locals for an iconic agave-fueled experience. El Gallo Altanero offers a more modern, cocktail bar cantina style. Stop into this 'North America's 50 Best Bars' for a sexy, yet down-to-earth drink. Nerd out on a selection of over 400 agave spirits at Axno while you relax on the terrace. Don't miss the sprawling Mercado San Juan de Dios, where local talabarteros (leather artisans) sell traditional belts adorned with agave fiber designs and worn by cowboys. In Tequila: Have a drink at La Capilla, where everyone downs the traditional Batanga cocktail of cola and tequila with a squeeze of lime in a salted glass, stirred with the knife they cut the lime with, just like at home In El Arenal, on the way to Tequila, visit Tequila Cascahuín for a lowland example of artisanal production techniques like the tahona (wheel grinder) method. In Tequila town, visit Tequila Arette Distillery for an intimate boutique distillery tour. The Tequila Fortaleza tour shows off the ancestral method step by step. Don Fulano offers the viewpoint of a fifth-generation agave farming family, and El Tequileño emphasizes heritage and traditional process. On the way back to Guadalajara, for some pre-Hispanic historical perspective, take a tour of Guachimontones, an extraordinary, grass-covered example of the Teuchitlan circular step pyramids. (An intro to mezcal, the centuries-old Mexican spirit that's having a moment) Lisa Futterman is a Chicago based chef who writes about spirits, travel, dining, and cooking for such publications as Food & Wine, Chicago Tribune, Thrillist, WTTW, MSN, and Eating Well. She is a contributing editor for Alcohol Professor, covering trends in gin, tequila, and ready-to-drink cocktails. Follow her journeys on Instagram @futtypages.
National Geographic
05-05-2025
- Business
- National Geographic
The story of tequila begins in Jalisco. Here's how to experience both.
Tequila is the fastest growing spirits category in the United States, and a truly artisanal agricultural spirit with a unique Mexican terroir and a culture all its own. According to the Distilled Spirits Council of the United States' (DISCUS) 2025 Annual Economic Briefing, sales of the popular agave-based spirit grew by 2 percent from 2023 to 2024, leaving the rest of the bottles in the dust. Yet few of us know how tequila is produced and the rich heritage behind it. Culture and tradition A visit to Jalisco, where tequila is made (and mariachi-style music was born), provides an excellent peek into the centuries of tradition behind the process. Although tequila's official denomination of origin commenced in 1974, its history stretches back for centuries. Jalisco records hundreds of years of production, back to the 16th and 17th centuries, although pulque, the fermented juice of the maguey (agave) plant, was consumed by Aztecs and Nahuas as early as 250 A.D. Start learning in Guadalajara, the capital of the Western state of Jalisco, with a dip into cantina culture. 'Tequila is the number one ambassador of Mexico,' says Daniela Villasuso of Mijenta Tequila, a popular brand from the highlands of Jalisco. 'It embodies everything that has to do with how we live.' Here, you won't be drinking margaritas. Ease into things with a cantarito—a juicy mix of citrus and tequila, topped with soda and served in a natural clay jar rimmed with chili salt. 'And of course,' says Villasuso, 'sit next to a Mexican at a bar. Talk to us. We will give you some shots, and it will be done with love.' Tequila, made from agave, is the fastest-growing spirits category in the United States. Photograph by Ernst Haas,Cantaritos are made with citrus and tequila, topped with soda and served in a natural clay jar rimmed with chili salt. Photograph by Simon McGill, Getty Images Agronomy and terroir Soon after exiting the traffic of Guadalajara proper, you'll start to see mesmerizing rows of blue agave plants stretching in every direction. Fernando Pérez Ontiveros knows the valley, or lowlands, as the birthplace of tequila. A fourth-generation grower and distiller in Amatitán, Jalisco, Pérez Ontiveros recently launched a new brand, Laelia Tequila, an artisan tequila brimming with traditional lowland aromas and flavors like cooked agave, sweet potato, minerals, citrus, and lemongrass, with Grupo Solave and Casa Natima Distillery. This distinct profile starts in the agave fields. The minerality of the valley terroir comes not just from the volcanic soil, but also the volcanic water source from their own deep well. 'We only use agave and water,' says Pérez Ontiveros, 'at the end of the day, to make tequila, so they both better be very good.' (Bats and agaves make tequila possible—and they're both at risk) Eduardo Pérez Ontiveros, brother of Pérez Ontiveros, runs the farming side of Grupo Solave, and nurtures the baby plants once weaned. 'We select the hijuelos, the young shoots, by size from the mother plant,' he says, 'in the spring between the second and third year of the plant's life, plant them, then wait six years to have the best quality agaves.' These not-so-low lowlands, 3,500 feet above sea level, live at the foot of the dormant Volcán de Tequila. Here in La Valle, the soil contains lots of ash packed with minerals like iodine, calcium, magnesium, and sodium, the warm climate makes the agaves grow and sweeten quicker, and the tequila tends to show earthy peppery notes with a lot of pyrazine—the aroma compound that brings grassy, herbal, green aromas—in the glass. Agave is cooked in ovens at low temperatures to best bring out the flavors. Photograph by Mario Martinez, Getty Images Keep driving west towards Tequila, where the highland elevations climb to over 6,000 feet, and the red, iron-rich soil with its higher acidity work with cooler temperatures to stress the agave, slowly creating the sweeter, more tropical, viscous vanilla notes typical of the Los Altos terroir. Sergio Mendoza, Co-Founder of Don Fulano Tequila, agrees that the most critical element in the terroir and artisanship in traditional tequila productions comes from the soil. 'As fifth-generation agave farmers, we care for the ground, using regenerative farming practices. Through crop rotation and minimal agrochemical use, we nurture our land and handpick only selected mature agave plants for harvest. Maturity is paramount to quality.' Like the folks at Laelia, they grow their own agave, and walk the fields, testing brix (sucrose) level and 'selecting plant by plant for optimum maturity.' The timing for cutting each agave piña directly impacts the end result. Steffin Oghene, a vice president at El Tequileño, a heritage brand from the highlands, explains that 'if you taste a green banana [versus] a banana with black spots, one is very green and fresh in flavor and lacks complexity. The other is rich, sweet, and has layers of flavor. The banana with black spots represents mature agave. You need mature agave not only for its natural sugar content, but more for the complex flavor profile that it will provide to artisanal tequila.' A Jose Cuervo tequila shop in the center of Tequila, Mexico. Photograph by Anne-Emmanuelle Thion, Figarophoto/Redux Ancestral methods The last task in the field is the work of the jimador, who harvests and trims the agaves using the same hand-sharpened tool created for the job three centuries ago, according to the specifications of the maestro, or master distiller. Carlos Huízar, the maestro behind Laelia, says the jimador's job is critical to the flavors and aromas in the final product. 'In our case, at Laelia, the jima height is the key. We need to remove the most possible green parts of the penca, the agave leaf, in order to get that sweet potato aroma. For that reason, our jima height is smaller than normal." After roasting low and slow for up to 36 hours in brick ovens, Laelia's cooked agaves get crushed with two-ton mechanized tahona wheels made from volcanic stone. As the juice comes out, the 'bagasse" (fibers) get separated by hand. Huízar's team leaves some of the bagasse, which contain the native yeasts, in the juice, so that when they transfer the juice to the open-top stainless and wooden tanks, the bubbly natural fermentation process begins without any additional yeast necessary. Next, after about 60 hours, it's on to Laelia's traditional copper stills for double distillation, then rectification to bring the spirit to the proper proof. Laelia Blanco then rests for at least 14 days in American oak barrels, while Laelia Reposado vacations for four-to-six months in toasty French barrels before bottling. El Gallo Altanero in Guadalajara, Mexico, has been named one of "North America's 50 Best Bars." Photograph by CESAR RODRIGUEZ, The New York Times/Redux Where to try it In Guadalajara: Swing through saloon doors into the tiny 19th-century Cantina La Sin Rival for a rapid immersion into the Tapatío lifestyle. Cantina La Fuente, in the historical center, attracts tourists and locals for an iconic agave-fueled experience. El Gallo Altanero offers a more modern, cocktail bar cantina style. Stop into this 'North America's 50 Best Bars' for a sexy, yet down-to-earth drink. Nerd out on a selection of over 400 agave spirits at Axno while you relax on the terrace. Don't miss the sprawling Mercado San Juan de Dios, where local talabarteros (leather artisans) sell traditional belts adorned with agave fiber designs and worn by cowboys. In Tequila: Have a drink at La Capilla, where everyone downs the traditional Batanga cocktail of cola and tequila with a squeeze of lime in a salted glass, stirred with the knife they cut the lime with, just like at home In El Arenal, on the way to Tequila, visit Tequila Cascahuín for a lowland example of artisanal production techniques like the tahona (wheel grinder) method. In Tequila town, visit Tequila Arette Distillery for an intimate boutique distillery tour. The Tequila Fortaleza tour shows off the ancestral method step by step. Don Fulano offers the viewpoint of a fifth-generation agave farming family, and El Tequileño emphasizes heritage and traditional process. On the way back to Guadalajara, for some pre-Hispanic historical perspective, take a tour of Guachimontones, an extraordinary, grass-covered example of the Teuchitlan circular step pyramids. (An intro to mezcal, the centuries-old Mexican spirit that's having a moment) How to do it When to go The area is hottest in April and May, and the rainy season happens June to September. Plan a visit during National Tequila Day (July 24th) or the Fiestas de Tequila in December, when the town comes alive with parades, tastings, and live music. How to get there Fly into Guadalajara International Airport (GDL) from Mexico City and many other cities in Mexico, Canada, and the U.S. After a few days exploring and cantina-hopping with the Tapatíos (Guadalajara residents), rent a car, or take a taxi or tour for the hour-long ride to El Arenal in the lowlands, or one hour and 45 minutes to Tequila and the highlands. Where to stay If you choose to stay longer in charming Tequila town, stay at the contemporary Casa Salles Hotel Boutique, located at El Tequileño's distillery, the only place, says Oghene, 'where guests sleep surrounded by the aroma of cooked agave.' Lisa Futterman is a Chicago based chef who writes about spirits, travel, dining, and cooking for such publications as Food & Wine, Chicago Tribune, Thrillist, WTTW, MSN, and Eating Well. She is a contributing editor for Alcohol Professor, covering trends in gin, tequila, and ready-to-drink cocktails. Follow her journeys on Instagram @futtypages.
Forbes
01-05-2025
- Entertainment
- Forbes
Cinco De Mayo's Origins & 5 Top Tequilas To Craft The Perfect Margarita
Tequila city in Jalisco, Mexico, Pueblo Magico and UNESCO heritage From National Tequila Day to National Margarita Day, there is no shortage of official celebrations to commemorate Tequila. However, Cinco de Mayo, celebrated each year on May 5, is the most famous holiday associated with Tequila and its signature margarita cocktail. It has become the principal day to commemorate Tequila in the United States. What is Cinco de Mayo, and how did it become central to the celebration of Tequila? Cinco de Mayo commemorates the improbable victory of the Mexican army against a superior French military force at the Battle of Puebla on May 5, 1862. This battle, which took place during the Franco-Mexican War, was a significant moment in Mexican history, demonstrating the strength and resilience of the Mexican people in the face of foreign aggression. Paradoxically, Cinco de Mayo has become a far more important holiday in the U.S. than it is in Mexico. Cinco de Mayo is not a national holiday in Mexico. Other than for Puebla and Vera Cruz, most celebrations are typically a short, low-key military parade or marching band. There are now more Cinco de Mayo parades in the U.S. than in Mexico. In the US, Cinco de Mayo is an occasion to honor Mexican culture and the contribution of Mexican Americans to the United States. The festivities have also given rise to the urban legend that more margaritas are served on Cinco de Mayo than on any other day of the year. According to the Distillers Council of the US, on Cinco de Mayo, half of all the cocktails served in America are margaritas. Per DISCUS, the margarita is the most popular cocktail in the U.S., representing 25 percent of all cocktails sold. More than 1.6 billion margaritas are served in the U.S. annually, an average of more than 4.4 million daily. Cinco de Mayo Mexican holiday poster With the U.S. preoccupied with the Civil War between the Union and the Confederacy, France's emperor, Louis-Napoleon Bonaparte III, the nephew of his more famous namesake uncle, saw an opportunity to create a new French empire in Mexico. In December 1861, a 6,000-strong French army landed in Vera Cruz and advanced toward Mexico City. At Puebla, on the main road to the capital, a Mexican army of 2,000 poorly equipped soldiers stood against the superior French force. Outnumbered three to one against a better-trained and equipped force, the Mexican Army won an improbable victory and crushed the French force. Cinco de Mayo celebrates that unlikely victory. No one is quite sure how the association between Tequila and Cinco de Mayo was established. Many Mexican Tequila producers point to Brown-Forman's Herradura, one of Mexico's leading Tequila producers, as the instigator of using Cinco de Mayo as an occasion to promote Tequila and its signature Margarita cocktail. Regardless of the cause, Cinco de Mayo has become an important holiday in the U.S.; a splendid occasion to celebrate Mexican culture and Tequila's ubiquitous cocktail, the margarita. The margarita has an equally colorful, though less historically significant, history. Generally, it is two parts Tequila to one part sweet liqueur, to two to four parts lime juice or mixer, depending on how potent the cocktail is. Over the years, the sweet liquor portion has consisted of different spirits, including triple sec, Cointreau, Grand Marnier, and Curaçao. The drink is typically served on the rocks or 'frozen' as an icy slush. The rim of the glass is typically salted. The origins of the margarita have never been determined and remain hotly debated. Notwithstanding its Mexican heritage, most accounts of its invention place its creation either in the U.S. or along Mexican border towns catering to American tourists. The first printed recipe for a margarita-like drink occurred in 1937. The Café Royal Cocktail Book has a recipe for a drink called a Picador consisting of Tequila, triple sec, and lime juice. Another explanation is that the margarita is a Tequila-based version of a popular Prohibition-era drink called a daisy. The original daisy was made with brandy, triple sec, and lime juice. Americans frequenting Mexican border towns in the 1920s may have been offered a Tequila-based version of the daisy. Interestingly, the Spanish word for daisy is margarita. Jose Cuervo Advertisement Promoting Margaritas By 1945, Tequila maker Jose Cuervo was already running advertisements promoting 'Margarita, it's more than a girl's name.' According to Cuervo, the cocktail was invented in 1938 as a tribute to Mexican showgirl Rita de la Rosa. It's likely that the margarita, both the name and the characteristic ingredients, were invented sometime between the 1920s and 1945. Since most of the creation myths about the margarita occurred after those dates, most popular accounts about the margarita's invention are likely incorrect. Below are tasting notes on various Tequilas offering a range of aroma and taste profiles that would be excellent in margaritas. Crafted in the Highlands of Jalisco, Humano uses brick ovens (hornos) and autoclaves, ferments with a proprietary yeast and double-distills in stainless steel pots with copper coils, resulting in what the company calls an 'additive-free Tequila that reflects centuries-old traditions.' The nose features light herbal aromas, sweet notes of baked agave, dried fruits, subtle caramel, cumin, and berry notes. It's silky smooth on the palate, featuring baked agave, citrus, and light caramel notes. The long finish features lingering herbal, citrus, and caramel. Mijenta's Añejo Gran Reserva is an ultra-premium, additive-free Tequila from Arandas, Jalisco. It's aged approximately 18 months in American white oak, French oak, acacia, and cherry barrels. On the nose, the Tequila features cocoa, butterscotch, cooked agave, and herbal hints of tobacco leaf. It's smooth and velvety on the palate with a pronounced mouth weight. It exhibits a layered complexity of dried fruit, wood spices, caramel, coffee, and seasoned oak notes. The finish is long with lingering dried fruit and caramel notes. Pātsch is an organic, additive-free Tequila produced in Amatitan, Jalisco. The Tequila features a distinctive lime zest aroma that morphs into grapefruit and lemongrass, with slight anise and baked agave notes. It's sweet on the palate, featuring baked agave, subtle caramel, peppercorn, and hints of anise/licorice. The finish is long and smooth with just a hint of smoke and lingering citrus and caramel notes. Ghost is a unique Tequila infused with a touch of ghost pepper. Distilled at Casa Maestri in Tequila, the infusion of ghost pepper provides a quick hit of heat followed by a fruity, smooth finish. The Tequila features floral and fruity notes on the nose, chili pepper, herbal agave, and citrus zest. The palate exhibits a fruity/spicy heat from the ghost pepper, herbal agave, and black pepper. The finish is long and peppery, ending on a sweet and fruity note. Tears of Llorona is an ultra-aged, Extra Añejo Tequila created by Master Distiller Germán González Gorrochotegui. Aged for five years in a blend of Scotch, Sherry, and brandy barrels, it offers a complex flavor profile reminiscent of fine Cognac or aged whiskies, while retaining the essence of agave. The Tequila is incredibly complex on the nose, featuring creamy caramel custard, dried fruit, and dark chocolate. The palate showcases a layered complexity of dried cherries, dark chocolate, roasted agave, vanilla, salted caramel, chipotle peppers, and chili. The finish is smooth and creamy, with a subtle spiciness the company calls "a warm scarf on a cold day." These Tequilas offer a range of aroma and flavor profiles, from spicy/peppery to green agave herbaceousness to creamy vanilla/caramel custard. They can be enjoyed neat or in a cocktail. All are excellent bases for a Margarita—something to look forward to on Cinco de Mayo. Salud! MORE FROM FORBES
Yahoo
24-04-2025
- Business
- Yahoo
US spirits exports hit a record high in 2024. Tariffs could destroy that
Exports of American-made spirits hit a record high last year. However, a hangover is about to hit the industry as tariffs threaten to stunt growth, a leading industry group warned. Exports hit a record $2.4 billion in 2024, according to the Distilled Spirits Council of the United States (DISCUS). In a report released Thursday, the trade group said that last year's growth is thanks to a rebuilt trading relationship between the US and the European Union. Exports to the EU jumped 39% in 2024 compared to a year prior — a gain put in peril by President Donald Trump's trade war. 'Unfortunately, ongoing trade disputes unrelated to our sector have caused uncertainty, keeping many US distillers on the sidelines and curtailing sales growth,' said DISCUS President and CEO Chris Swonger in a release. American-made whiskey in particular stands in the crosshairs of the trade dispute. The EU had removed tariffs on US whiskey in 2022. Since then, exports from the US to the EU have jumped nearly 60% to $699 million, according to data compiled by DISCUS. The EU was set to levy new tariffs on American whiskey this month, but delayed them after Trump announced a 90-day pause on the so-called retaliatory tariffs against most other nations. Swonger called the pause a 'positive first step toward getting the US-EU spirits sectors back to zero-for-zero tariffs and untangling spirits from these trade disputes.' EU tariffs would be a major blow for American distillers and spirits makers. The bloc is the largest export market for US-made spirits, accounting for about half of all US spirits exports, worth $1.2 billion last year, DISCUS said. But it's not just the EU. Canada is the second-largest recipient of US-made spirits, totaling $221 million last year. Canada's 25% retaliatory tariff on all US spirits that began last month, and the subsequent removal of many American brands from Canadian liquor stores, is causing uncertainty in this year's outlook with the country, DISCUS said. Tariffs aren't the only problem major spirits makers are dealing with. A decrease in demand following a pandemic-induced boom caused US exports of spirits to the rest of the world to drop by nearly 10%, DISCUS said. That has resulted in layoffs at major distillers, such as at Woodford Reserve and Jack Daniel's parent company Brown-Forman, and bankruptcies, including Westward Whiskey, a Diageo-backed distillery based in Oregon. Despite the recent weakness, sales of US spirits have generally grown over the past two-and-a-half decades. Exports have jumped to $2.4 billion in 2024 from $478 million in 2000. In its report, DISCUS attributed this jump in part to the US spirits sector 'having a fair and reciprocal playing field with 51 countries that have provided tariff-free access for US spirits,' including the EU, Canada and Mexico.
Reuters
24-04-2025
- Business
- Reuters
US spirits exports rise 10% in 2024 amid tariff fears
April 24 (Reuters) - U.S. spirits exports rose 10% in 2024 to $2.4 billion, according to a report by Distilled Spirits Council of the United States (DISCUS), driven by a surge in supply to the European Union, the biggest export market. The rise last year came amid fears of the potential return of tariffs on American Whiskeys in 2025, the report added. WHY IT'S IMPORTANT The recent trade war tied to U.S. President Donald Trump's trade policy has sparked fears of retaliatory tariffs by the EU, potentially driving prices for U.S. distillers and whiskey makers and adding uncertainty to the 2025 outlook for U.S. spirit exports. CONTEXT In April, Trump abruptly paused part of his tariff implementations for 90 days, including on the EU, which was planning to slap the U.S. with further tariffs, allowing room to negotiate lower trade barriers and halting an escalation of the global trade war. Trump's pause does not apply to the 25% tariffs that he levied on steel and aluminum in March and on autos that started on April 3. The U.S. President was looking to impose "reciprocal" tariffs of 20% for almost all other goods, affecting about 70% of the EU's exports to the United States. KEY QUOTES "Unfortunately, ongoing trade disputes unrelated to our sector have caused uncertainty, keeping many U.S. distillers on the sidelines and curtailing sales growth," said DISCUS President and CEO Chris Swonger. "The EU's recent decision not to reimpose a retaliatory tariff on American whiskeys and other U.S. spirits is a positive first step toward getting the U.S.-EU spirits sectors back to zero-for-zero tariffs and untangling spirits from these trade disputes," he added. BY THE NUMBERS Since the tariffs were suspended in 2022 for three years, American whiskey exports to the EU surged nearly 60% to $699 million in 2024, from $439 million in 2021, according to the Council. However, American whiskey, which accounted for 54% of all U.S. spirits exports in 2024, fell 5.4% to $1.3 billion.
