International Wine and Spirit Competition returns to boost American whiskey industry

In June 2025, the International Wine and Spirit Competition (IWSC), which is renowned as one of the world’s oldest spirits competitions, will return to the United States after a successful visit the previous year. This event marks the second consecutive year of IWSC judging North American whiskies, focusing particularly on American whiskey that has not entirely received the global recognition it deserves. This renewed attention aims to shine a light on local distilleries and educate consumers about the quality and variety of American spirits available today. The decision to hold the competition in the U.S. showcases the impact of recent changes in the whiskey industry, particularly in the state of Kentucky, known for its rich distilling history. Kentucky distillers reached a record high production of 2.7 million barrels in 2022. However, the industry has faced challenges as recent years have exhibited a softening in sales. The influx of craft distilleries has driven innovation but has also led to market saturation and increased difficulty for many distillers to remain profitable amidst evolving consumer preferences. This saturation resembles trends observed in the craft beer industry, where an explosion of options can confuse consumers and dilute brand loyalty. Despite these challenges, judges from the IWSC, such as Davies, believe there remains untapped potential within American whiskey and that stories behind the spirits must be conveyed better to influence consumer choices. The uncertainties regarding economic pressures are a primary concern, particularly for American single malts, which, despite their potential, struggle to find their place in the crowded market. The IWSC event is expected to provide a platform for various styles of whiskey, including bourbon, rye, and blended whisky, with particular emphasis on American single malts this year. Notably, the IWSC recognizes the craft and effort behind distilling processes by awarding gold and double gold medals, helping to promote the selected bottles in a marketplace where consumers are increasingly looking for authenticity and meaningful production stories. With the IWSC's efforts, the hope is to elevate the international standing of American whiskey while assisting distillers in gaining the recognition that they have long sought.