Why domestic doom draws American whiskey’s eye further afield – Category Intel

American whiskey brand owners face tough trading conditions at home, with the value of the domestic market falling for the past two years in a rowThe performance in the US has been exacerbated by the situation in Canada, where the ongoing political row has shut the category off from one of its most lucrative global marketsExport strategies are diverse, with some distillers still heavily reliant on domestic sales, but others targeting high-potential destinations such as Brazil, China and IndiaThrough all this, many brand owners are holding their nerve, maintaining production and highlighting gr