February 10, 2026: Figures about spirits in the US, and other news
DISCUS's annual economic briefing, Kentucky Distillers’ Association's report, Puerto Rico's small producers, Jalisco as tourist destination, distributors in Germany, Caribbean and India, and more...
The Spirits Post is an international press review about the spirits industry brought to you by Eugenia Torelli, an Italian spirits journalist and judge. If this newsletter was forwarded to you by a friend, you can subscribe here to receive it directly in your inbox:
Hello everyone!
We have a wealth of data coming out of the United States today, as the Distilled Spirits Council of the United States (DISCUS) and the Kentucky Distillers’ Association (KDA) have just released their latest periodic reports.
We also have updates from Puerto Rico, Mexico, and elsewhere, before heading back to the US for an interesting look at the current state of independent bottling.
Enjoy!
USA
DISCUS’s annual economic briefing is out
The Distilled Spirits Council of the United States (DISCUS) has released its annual report on spirits sales in the US. Total sales value declined by 2.2% in 2025, as a result of weakening consumption and persistent economic pressures. In this context, total sales volumes saw a slight increase of 1.9%, and the industry mantained its market share, reaching 42.4% last year.
The RTD category continues to show the fastest growth. Spirits-based RTDs have doubled their market share since 2021, with premixed cocktails reaching US$3.8 billion in 2025 - an increase of 16.4% year‑on‑year.
Vodka remained the most valuable spirits category last year, with total sales of US$ 7 billion, followed by Tequila/Mezcal (US$6.4 billion), American Whiskey (US$5.1 billion) and RTDs. Cordials reached US$ 2.7 billion.
You can read all the details in DISCUS’s official website here:
Or watch the video presentation here:
Full support tables here.
And powerpoint slides here.
Bourbon is worth US$10.6 billion and 24,000 jobs to Kentucky
According to the last report by the Kentucky Distillers’ Association, Bourbon now contributes US$ 10.6 billion to the State of Kentucky, supporting nearly 24,000 jobs. The use of corn from Kentucky farm families reached an all-time high of 84% in the last years and the industry generates US$372 million in annual state and local tax revenue.
You can read the official press release in the the Kentucky Distillers’ Association’s website:
Kentucky Bourbon’s Impact On State Economy Remains Strong & Substantial
Direct link to the full economic report here.
Puerto Rico
Nine small producers get Tax Cover Over for the first time in 15 years
The Puerto Rican government has extended the Rum Tax Cover Over measure to nine emerging local rum producers for the first time in 15 years. The move, announced by Governor Jenniffer González Colón, allows smaller companies to receive subsidies derived from taxes paid on rum sales in the United States - a benefit previously dominated by larger players
News via WiPr (no author mentioned):
Gobierno extiende el Rum Tax Cover Over a nueve productores emergentes de rones locales
Mexico
Jalisco seeks positioning as tourist destination
Jalisco is reinforcing its status as one of Mexico’s premier tourist destinations. The strategy combines improved air connectivity, the attraction of international events, and significant hotel expansion, with a commitment to economic benefits throughout the state. The Guadalajara-Madrid flight route, in particupar, has bolstered both tourism and foreign trade, mantaining an average occupancy of 96% and high demand in cargo transport.
You can read Patricia Romo’s article in El Economista:
Jalisco busca consolidarse como potencia turística internacional
Germany
Spirithöker announced ad exclusive distributor for Partisan Vodka, Brick Gin, and Guerrilla Rum
Partisan Vodka, Brick Gin, and Guerrilla Rum have officially announced an exclusive collaboration with the distribution partner Spirithöker for the German market. Starting March 1, 2026, the brands will move away from their former partner, Other Guys.
The news is likely to come from a press release and you can find it in AboutDrinks (no author mentioned):
Spirithöker takes over distribution of Partisan Vodka, Brick Gin and Guerilla Rum
Caribbean
DDL’s CEO urges Caribbean governments to negotiate tax reductions with India
Komal Samaroo, CEO of Demerara Distillers Limited’s (DDL), has called on CARICOM regional governments to engage with the Indian government to reduce tariffs on spirits. Currently, import duties on spirits from CARICOM member states to India stand at approximately 200%.
News via Stabroek News Guyana (no author mentioned):
Regional gov’t’s must seek tariff reduction for alcohol to India
Something to read
The bright side of overproduction for independent bottlers
Gina Pace has written an insightful piece for Forbes on how the current oversupply of whiskey barrels is allowing American bottlers and brokers to find their footing again. After years of “insane” market prices, the reset is providing a new lease of life for brands like Shortbarrel Bourbon.
I highly recommend that any independent bottlers read this right to the end ;)
Gina Pace for Forbes:
How A Whiskey Market Reset Is Fueling Shortbarrel Bourbon’s Rise
That’s all for today!
Don’t forget to share your comments and messages.
Cheers!