Global Momentum: Key Takeaways from Prowein 2025 for American Whiskey

American whiskey continues to capture the attention of international buyers, brand creators, and industry leaders around the world. That momentum was on full display at Prowein 2025 in Düsseldorf, where Brindiamo met with importers, trade organizations, and global partners to explore new opportunities in sourcing, brand development, and international expansion.

Despite ongoing economic uncertainty and trade headwinds, the appetite for American whiskey remains strong—especially in markets eager to innovate, diversify, and invest in quality.

Here are five major takeaways from this year’s show:

1. Demand for American Whiskey Is Strong and Steady

There is sustained and enthusiastic interest in American whiskey across key international markets—including the UK, Germany, France, Italy, and India. Buyers are drawn to the authenticity, craftsmanship, and storytelling behind American whiskey, and are increasingly interested in innovation within the category.

Even amid political uncertainty and the threat of tariffs or regulatory shifts, American whiskey continues to be viewed as a long-term investment opportunity for international partners.

2. Brand Creation Is the New Frontier

One of the most noticeable shifts at Prowein 2025 was the move toward brand creation. International buyers are no longer content with simply distributing existing labels—they want to build their own brands, from concept to shelf.

Private label development and custom sourcing are now central topics, as partners seek strategic guidance on how to create unique products that resonate in their home markets. This opens a significant door for experienced collaborators who can navigate the complexities of compliance, sourcing, and go-to-market strategy.

3. Price Sensitivity Shapes Decision-Making

While enthusiasm for American whiskey is high, economic pressures are making the decision-making process slower and more cautious. Pricing transparency and affordability are critical to moving deals forward, especially in regions with tighter regulatory frameworks or increased competition.

Multiple contacts requested bulk pricing information, indicating a need for cost-effective solutions—particularly for high-demand regions where margins are tight and pricing dynamics are sensitive.

4. Strategic Partnerships Are Essential

Prowein 2025 also highlighted the growing importance of trade organizations and economic development partners. These entities play a key role in helping American whiskey brands expand their reach, providing market insights, promotional support, and vital connections.

Collaborating with these partners can lead to new distribution pathways, co-branded opportunities, and targeted marketing initiatives that elevate visibility and accelerate market penetration.

5. Opportunities in Both Mature and Emerging Markets

There’s a clear appetite for high-quality whiskey across the globe, with particular interest in American products to expand international portfolios. From aged bourbons to rye expressions, American whiskey is increasingly seen as a way to diversify offerings in both established and growing markets.

While regulatory and tariff considerations still present challenges, the momentum of the category in key export markets remains undeniable.

Final Thoughts

Prowein 2025 made one thing clear: the global landscape for American whiskey is changing—but in all the right ways. The demand is there, but the rules are shifting. To succeed, producers and partners must think strategically, balancing price with quality, and brand creation with long-term scalability.

Whether you're sourcing bulk whiskey, building a new label, or expanding into international markets, the path forward is full of potential. But realizing that potential takes precision, partnership, and proactive execution.

Brindiamo is here to help you take the next step.