House of US Spirits Returns to London: Target Export and Bar Training for American Spirits

The American distilled spirits sector is once again meeting with bar professionals to increase its visibility in the UK market. The House of US Spirits, organized by the Distilled Spirits Council of the United States (DISCUS), will take place for the third time on September 7, 2026.

Information available from The Spirits Business describes the event as a free industry gathering. The program is set to start in the afternoon and aims to bring American-produced distilled spirits together with buyers, bartenders, and industry media. The event is being conducted by DISCUS as part of a broader promotional strategy supported by the US Department of Agriculture's export development programs.

Therefore, viewing the House of US Spirits merely as a tasting organization would be an oversight.

The program has direct export goals, such as connecting small and medium-sized US distilleries with international buyers, elevating category knowledge, and creating new distribution connections.

The UK is the second largest export market for US spirits

There is a strong commercial rationale for holding the event in London.

According to DISCUS's 2025 export report, US distilled spirits exports reached approximately $2.37 billion. While total exports declined by 3.8% compared to the previous year, the UK became the second largest export market for US spirits with a volume of $153 million, following the European Union.

In 2024, exports to the UK were approximately $137 million. Thus, despite fluctuations in global trade, the UK market became one of the significant regions growing in 2025. DISCUS also lists the UK among its priority markets for export development activities in 2026.

This growth is particularly valuable for small producers.

DISCUS notes that the number of distilleries in the US has increased from under 100 in 2005 to over 3,100 today, indicating a growing need for access to international markets.

It is not realistic for every craft distillery in the domestic market to establish its own sales team in the UK. Platforms like the House of US Spirits are becoming increasingly important for this reason.

More education is needed than just a trade show booth

The first step in export may be getting the bottle into the distributor's catalog; however, entering the bar menu is another matter.

The bartender needs to know the difference between rye whiskey and bourbon, how American single malt is positioned, or which cocktail a specific American product works best in.

Therefore, previous years' programs of the House of US Spirits did not consist solely of open tastings.

The 2024 organization included portfolio tastings, cocktail demos, special tastings, and educational sessions such as American Whiskey 101. At events in London and Manchester, bourbon, Tennessee whiskey, rye, American single malt, and various spirit categories produced in the US were presented to professionals.

This approach makes a significant difference for beverage brands.

A distributor can take a product into their warehouse. However, if the bartender does not understand the product, does not know how to place it on the menu, or cannot explain it to the guest, real consumption may not occur.

Category training is therefore not just a post-sale phase of export; it is part of the sale itself.

American whiskey is not alone

When "US Spirits" is mentioned, bourbon is the first thing that comes to mind. However, DISCUS's export strategy is not solely based on promoting Kentucky bourbon.

Past House of US Spirits events featured Tennessee whiskey, American single malt, rum, gin, and other US-produced distilled spirits alongside bourbon and rye. The activation at TT Liquor in London in 2024 showcased products from over 20 US distilleries, demonstrating this diversity.

The participation of Middle West Spirits at the 2026 event is also confirmed in independent current sources. The Columbus, Ohio-based producer will represent the American craft distilling side at the third House of US Spirits event.

However, as a reliable primary page confirming the entire brand list for the 2026 program is not accessible in current open sources, it would not be accurate to list all participants here.

The event is also a distributor search platform

For small distilleries looking to enter the international market, having a quality product is not enough.

They need an importer.

They need a distributor.

They need the right pricing structure, logistics, and regulatory knowledge.

Most importantly, they need on-trade connections that can place the product on the menu.

DISCUS clearly states that its export program uses international fairs and events to connect producers with qualified importers, distributors, media, and other commercial stakeholders. Educational seminars, tastings, and trade receptions are also part of this business development mechanism.

Therefore, at the House of US Spirits, a craft brand's goal is not just how many glasses of tasting it can conduct in a day.

Meeting with a distributor, getting on the radar of a potential buyer, or introducing a product that the bartender will later use on their menu can yield much more valuable results.

Publicly supported export promotion

Another noteworthy aspect of the House of US Spirits is its funding structure.

DISCUS's export activities have long been conducted with the support of the USDA's Market Access Program and similar support mechanisms.

DISCUS received $1.08 million from the USDA for the 2026 Market Access Program and an additional $900,000 for the 2026-2027 activities under the American First Trade Promotion Program announced in April 2026.

According to the organization's statement, the aim of these programs is to provide international market connections, visibility, and commercial opportunities, especially for small and medium-sized American distilleries.

DISCUS reports that export development programs have created millions of dollars in new export connections for American craft distillers since 2024. These figures are based on the organization's own assessment and should not be seen as independent impact analysis.

Nevertheless, the model demonstrates how public-private sector collaboration can work in beverage exports.

Trade policy increases the importance of the event

2026 is not a calm year for foreign trade in the American beverage sector.

DISCUS's 2025 report notes that American whiskey exports have been particularly affected by trade uncertainties on the European Union side. Tensions related to sales bans and tariffs in Canada have also increased the need for US producers to diversify their export channels.

The UK is becoming relatively more strategic in this environment.

Among DISCUS's 2026 goals is a return to a permanent "zero-for-zero" tariff arrangement in US-UK beverage trade. The lifting of tariffs on US whiskey to the UK in July 2026 was welcomed by industry organizations; however, DISCUS continues to demand broader and more permanent tariff stability between the two countries.

In this context, the trade event in London is not just about brand communication; it is also part of the effort to protect the export market.

Lessons for beverage brands in Turkey

The instructive aspect of the House of US Spirits model for Turkey is not specific American brands.

The main issue is how a country can introduce its beverage categories to the international market under a common story and education platform.

While raki has the strongest geographical/cultural narrative in Turkey, local gin, liqueur, wine, vermouth, and other beverage producers are mostly seeking visibility for their brands individually in the international market.

However, the learning effect that a category platform like "new generation beverages from Turkey" could create from the perspective of bartenders and distributors could be different.

Especially for small producers, a joint trade tasting could create a lower-cost customer acquisition path than launching individually abroad.

Stafflink's view

In our opinion, the strength of the House of US Spirits is that it does not view export merely as a container and distributor contract.

Export in beverage categories is also a matter of education.

If the bartender does not know the product, they do not place it on the cocktail menu. If the buyer does not understand the category, they do not make space on the shelf. If the consumer does not know the difference between bourbon and rye, they struggle to understand why the more expensive bottle is different.

Therefore, tastings, masterclasses, and trade gatherings are not a byproduct of brands' sales activities but rather a direct part of the route-to-market strategy.

In a market where the US has a $153 million spirit export to the UK, the reorganization of events like House of US Spirits demonstrates the relationship between this approach and scale.

For beverage producers seeking export in Turkey, the question should not only be "which distributor should we reach out to?"

What common education and experience platform can we establish for that distributor, bartender, and buyer to understand our category?

In the long run, strong export markets develop not just by shipping products but by building category knowledge.