January 12, 2026: US Health Department removes daily alcohol limits and other news
US daily alcohol limits, Irish whiskey exports -5%, Scotch whisky tourism, EU and "rye whisky", tourism in Jalisco, mezcal and agave in Tehuacán, clairin as top trending brand 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!
Here is a round up of the most significant news from last week. Today, I’ve focused more on regional developments and territorial shifts, rather than individual brands, which I’ll be covering in more detail in my next press review.
US Department of Health removes daily alcohol limits in major guidelines reset
In a surprising move, the US Department of Health has removed specific quantitative limits for alcohol in its new “Dietary Guidelines for Americans, 2025–2030”. The document, released on 7 January, moves away from the traditional “one or two drinks a day” advice, instead offering a broader recommendation for Americans to simply “consume less alcohol for better overall health.”
Article by Lauren Bowes in The Spirits Business:
Irish whiskey exports slide by 5% as global trade hurdles mount
According to a recent press release from Bord Bia, Irish drinks exports rose by 2% to €2 billion in 2025. This growth was largely driven by beer (+7%, €350 million) and cream liqueurs (+10%, €430 million). However, complex international trade conditions have taken their toll on Irish whiskey, with exports dropping 5% to €930 million. Despite the dip, the category still accounts for a significant 45% of the total value of Irish drinks exports.
You can find further details in the Bord Bia press release here:
Irish food, drink and horticulture exports reach a record €19 billion
Scotland’s whisky tourism is booming
According to the tour operator Braw Scottish Tours, whisky tourism in Scotland is currently seeing an “unprecedented surge.”
While specific figures are not cited in Jessica Mason’s article for The Drinks Business, the insights from travel expert John Matuszczyk suggest a strong upward trend for the sector.
You can read it and build up your own opinion here:
EU distilleries call for renegotiation of ‘rye whisky’ trade barriers
A group of producers from across Europe, Scandinavia and the Baltic states has signed a joint letter urging their governments to amend the EU-Canada trade agreement. Currently, the agreement prohibits European distillers from using the term “rye whisky” on their labels—a name reserved exclusively for Canadian products under a 20-year-old clause that came into full effect last April.
News by Rupert Hohwieler in The Spirits Business:
Mexico
Jalisco expects record tourism ahead of 2026 World Cup
Jalisco is bracing for a landmark year in 2026, with the World Cup, the International Tourism Fair, and over 100 other international events expected to draw considerable crowds. The Secretary of Tourism, Michelle Fridman, has projected a 10% increase in visitor numbers for the state this year.
News by Fátima Briceño y Josefina Ruiz in Milenio:
Mezcal producers launch native agave reforestation project in Tehuacán
A group of mezcal producers has announced an ambitious reforestation plan within the Tehuacán-Cuicatlán Biosphere Reserve (RBTC). The project aims to increase the population of native agaves to secure raw materials for future production without disrupting the local ecosystem. The initiative will begin with 50,000 plants of native species, including pichomel, papalomel, cargüinsqui, cachitul, jabalí, cachetón, and oterroy.
More details in Elizabeth Rodríguez Lezama in La Jornada de Oriente:
Mezcal producers announce reforestation with agave in the RBTC, starting with 50,000 plants
Haiti
Clairin named top trending rum brand in 2026 Drinks International Brands Report
The start of the year always brings the industry’s most-anticipated charts, and in the Drinks International 2026 Brands Report, clairin has emerged as the top trending brand in the rum category. It is a significant milestone for a territorial spirit — rather than a commercial firm — to claim the top spot for industry trending brand.
It is particularly heartening to see this success given the immense challenges Haitian producers have been facing so far.
You can find the direct link to the document here:
For those interested, here is an article I wrote for Linkiesta Gastronomika about La Maison & Velier’s new campaign for clairin:
Da Haiti al mondo | È in arrivo una Coalition internazionale dedicata al clairin
Something to read
A study reveals how agave bagasse changes with the seasons
A research team at the Tec de Monterrey has conducted a fascinating study into agave residues within the mezcal industry. The findings reveal how the nutrient and antioxidant levels in agave bagasse fluctuate throughout the seasons — offering valuable insights for potential sustainable reuses of the material.
Article in TecScience by Jimena del Carmen Álvarez-Chávez (Biotechnology Engineer specializing in molecular biology at Tecnológico de Monterrey):
I hope you enjoyed this corrected round-up.
See you in the next days, and don’t forget to:
Thanks ;)