Overview: A group of American spirits producers visited Australia in late July under the Distilled Spirits Council of the United States trade tour, with several actively seeking local distribution partners as part of broader efforts to expand the footprint of US spirits Down Under. The tour formed a centerpiece of DISCUS’s Discover US Spirits campaign, which has elevated Australia as a priority market.
The Full Story
Events ran in Sydney on 28 July at the Brick and Clay Rooms of the Ace Hotel, followed by Brisbane on 30 July. The gatherings brought trade buyers, importers, distributors, retailers, bartenders and media together with producers to sample products, many of them new to the market or previously unavailable locally.
Representatives from nine American producers participated, among them BroVo Spirits, Liberty and Plenty Distillery, Middle West Spirits, Noble Oak, Old Elk, Proof and Wood Ventures, Traverse City Whiskey Co and Virginia Distillery Co. The lineup spanned bourbon, American whiskey, single malt, liqueurs and other spirits, reflecting the diversity DISCUS aims to showcase. US distilled spirits exports to Australia reached $138 million in 2025, a 5.6 percent rise on the previous year.
Production & Profile
BroVo Spirits, based in Woodinville, Washington, specialises in bartender-driven amari, liqueurs and vermouths made with natural ingredients; it has limited international reach and fits the profile of a craft producer looking for Australian partners. Liberty and Plenty Distillery crafts a broad range, including bourbons and whiskies under Bronze Bull, rums under Cap & Cane, and gins, vodkas, and botanical spirits.
Proof and Wood Ventures focuses on high-quality aging, blending and finishing of American whiskeys and other spirits. The company has previously used DISCUS programs to open export channels and continues to explore new markets.
Brand & Industry History
Liberty and Plenty Distillery is a female-owned North Carolina producer that has flagged interest in importers and distributors while expanding production capacity. Old Elk is now under Middle West Spirits ownership and already has some Australian retail presence through specialist channels. Virginia Distillery Co—known for its American single malt portfolio including Courage & Conviction—has been expanding exports via partners in Europe and Asia and continues to target further growth.
What This Means
The tour was explicitly designed to connect both established brands and craft distillers seeking market entry with the Australian trade. Face-to-face meetings of this kind have previously helped US producers secure representation and sales opportunities here. Several of the visiting companies appear well placed to pursue new or expanded distribution.
Consumer Takeaway
This initiative provides Australian consumers access to a diverse range of American spirits, including bourbons, whiskies, and liqueurs previously unavailable locally. The tour facilitates direct connections between producers seeking market entry and the trade, ensuring that established brands and craft distillers can pursue new or expanded distribution channels for long-term brand building.
Source: Read the original article
