US Whiskey Industry Lobbies for Inclusion in India Trade Deal, Calls Market 'Essential'
As the United States Trade Representative Jamieson Greer concluded his visit to India to finalise an interim bilateral trade agreement, the American Whiskey Association has stepped up its advocacy for the inclusion of American whiskey in the deal. Michael Bilello, President and CEO of the association, stated that they are engaging both governments to ensure American whiskey is recognised as a priority agricultural, manufacturing and export category for the US.
In discussions with Indian and US officials, the association has highlighted the importance of the Indian market. "Among American businesses, India is increasingly viewed as essential, not optional," Bilello said. He described India as one of the world's most important long-term growth markets, citing its large consumer base, growing middle class, and vibrant hospitality sector.
Bilello noted that the association has engaged with Indian government representatives, including Ambassador Vinay Kwatra and finance ministry officials, as well as Trump administration officials. The association has also submitted letters to the Office of the USTR and facilitated meetings between member-company executives and trade negotiators.
Regarding benefits, Bilello said that meaningful access to India would support American farms, rural manufacturing, and export jobs. For Indian consumers, it would bring greater choice, quality, and fair pricing, as current high tariffs inflate the price of American whiskey. "If American whiskey can enter the market on commercially meaningful terms, Indian consumers will have more access to premium American products at prices that better reflect the product itself," he said.
The interim bilateral trade agreement is being closely watched by US businesses, according to Bilello. "Businesses are looking for predictability, commercially meaningful market access, fair treatment and rules that allow investment and trade to grow. A good agreement should be mutually beneficial," he added.
The American whiskey industry, which supports thousands of jobs in distilling and agriculture, sees the trade deal as a crucial opportunity to expand its presence in one of the world's fastest-growing economies. Indian consumers currently face high import duties on American whiskey, making it a premium product. Any reduction in these barriers could significantly increase market access and affordability.
