American distillers bet on Singapore in wake of Canada ban

With Canada shuttered and Europe uncertain, American distillers are looking east towards Singapore as a springboard market, reports Nimmi Malhotra.

For the Distilled Spirits Council of the United States (DISCUS), the push to Asia, in particular, Singapore, is a strategic one.

Traditional export markets for American whiskey have hit serious headwinds. Exports to Canada fell more than 70% from the start of the US retaliatory ban in March 2025 through to December, after several provinces removed American-made spirits from retail shelves. In Europe, a threatened 20% retaliatory tariff on American spirits has been suspended twice but remains unresolved, creating uncertainty.

Compounding matters, softer demand in the United States has added further pressure. Despite the setbacks, American whiskey exports to the rest of the world rose 13.2% in 2025.

Singapore offer stability

Singapore, by contrast, offers stability. The city-state imposes no tariffs on American whiskey under a long-standing free trade agreement, and while excise duties still apply, the absence of trade barriers makes it a stable destination for US importers. Additionally, it was one of the top five growth markets for American spirits in 2025. Exports to the city-state reached US$27 million in 2025, representing a 42.6% increase over 2024.

“Singapore offers an elevated hospitality culture,” says Michael Bilello, president of the American Whiskey Association. “Additionally, it is a unique market in that it’s a springboard into the rest of Asia.” He refers to Singapore’s designation as “a re-export hub” to Vietnam, Thailand and Malaysia.

Bilello was part of a DISCUS delegation, comprising eight American distillers, which recently exhibited at Prowine Singapore (22-26 April). Participating producers included Traverse City Whiskey Company, Arizona Distilling Company, Red Eye Louie’s, Cleveland Whiskey, Koval Distillery, Ezra Brooks Bourbon, and Virginia Distillery Company, along with Brown-Forman and Suntory Global Spirits.

Beyond ProWine Singapore’s grounds, DISCUS also showcased the eight distillers at the US Ambassador’s residence, in front of an audience of importers, distributors, hospitality professionals, and media.

“Mixologists are our evangelists”

Joel Matticks, export manager at DISCUS, attributes Singapore’s rising exports to its flourishing cocktail culture.

“What really works for American whiskey is the mixability in cocktails and innovation surrounding the drinks,” he says. “We are less rigid than our friends in Scotland, Ireland and some other whiskey-producing nations. Bourbon and rye tend to go really well in cocktails.”

Joseph Seah, founder of whisky bar, Bar.Ter agrees. “Thanks to the ubiquity of the humble, classic Old-Fashioned leading the charge in almost all good cocktail bars, Bourbon and Rye whiskies have a special, prominent place in modern cocktail culture.”

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Both Bilello and Matticks spent time at Bar. ster, and later, at Jigger and Pony, where five drinks on the new menu, Bloom, are based on American spirits and another 17 are listed on the by-the-pour selection.

The category’s strength, Bilello argues, lies in its accessibility. “American whiskey is a premium aged product, but there’s also a way to enjoy American whiskey. We have different expressions and ways to enjoy –in a highball or on the rocks – that fit every budget and palate.”

Nick Deluccia of Virginia Distillery Company notes in a statement that American single malt, one of the fastest-growing segments within American whiskey, has found a particularly receptive audience in Asia, where curiosity about new categories runs high.

Bartender education remains central to the long-term strategy. “Mixologists are our evangelists,” says Bilello. “Always have been, always will be.”

The path ahead

The optimism is measured. Back at Prowine Singapore, Traverse City Whiskey Company, a single malt whiskey producer from Michigan, are actively seeking Singapore representation for the first time. Seah offers a grounding perspective for producers coming in fresh. “Temper your expectations; the market is mature, but small.”

He adds, “Education is a must; brand messages must be clear. Advocacy is also key, because ultimately, word of mouth is still the most effective form of sales.”

Not everybody needs convincing, though. Jared Rapp, co-founder of Traverse City Whiskey, is on his second visit to Singapore: “We looked at countries that are consuming a lot of American whiskey. Japan, Taiwan, South Korea and Singapore are right up there. That’s one of the reasons we are here.” At Prowine Singapore, he met buyers from across the region.

“It’s our way to spread the word.”

American distillers bet on Singapore in wake of Canada ban

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