President Donald Trump threatened Thursday to impose 200% tariffs on alcohol coming from the European Union in response to the region's retaliatory 50% tariffs on U.S. whiskey. Though it remains unclear if the duties will ultimately go into effect, here are some of the companies that could be most affected.
The U.S. remains the world's largest importer of both wine and champagne, with the former comprising $4.9 billion in annual sales and the latter more than $1.7 billion. Meanwhile, U.S. exports of wine rank fifth among all nations at about $1 billion, while its exports of champagne and sparkling wine total just about $67 million, 12th in the world.
Although it wasn't immediately clear how alcoholic companies would respond to Trump's tariffs, some of the names of the main victims were floated around given their popularity in the U.S.
Some of the companies that may be affected by these duties include a wide range of wine and spirits. Among them is Diageo, a British beverage company known for brands such as Johnnie Walker and Smirnoff, as well as Pernod Ricard SA, a French company that produces well-known spirits such as Absolut Vodka and Jameson Irish Whiskey, according to a Reuters analysis.
Other companies may include Campari, a French company that produces the popular Aperol aperitif, used in viral drinks like the Aperol Spritz, and Heineken, the Dutch brewery.
All of these beverages also have a presence in Mexico or Canada, two neighboring countries to which the Trump administration has also threatened to impose tariffs. Should the Trump administration move forward and impose the tariffs on its neighbors, other beverages that may see an effect are brands like Don Julio and Casamigos, tequilas produced in Mexico; Jefferson's bourbon whiskey, and Jack Daniel's Tennessee Whiskey, which have production ties to Mexico and Canada; and beers like Corona and Modelo Especial, which are originally from Mexico.
Trump made the announcement Thursday via his Truth Social site, calling the EU— which has been one of the U.S.' closest allies for decades— a "hostile and abusive" taxing and tariffing authorities in the world.
"The European Union, one of the most hostile and abusive taxing and tariffing authorities in the World, which was formed for the sole purpose of taking advantage of the United States, has just put a nasty 50% Tariff on whisky," Trump wrote on Truth Social. "If this Tariff is not removed immediately, the U.S. will shortly place a 200% Tariff on all wines, champagnes, & alcoholic products coming out of France and other E.U. represented countries. This will be great for the Wine and Champagne businesses in the U.S."
A spokesperson for the European Commission said the region's trade minister has already contacted his American counterparts and that "calls are being prepared." The impact of the tit-for-tat tariffs could ultimately weigh heavily on U.S. consumers, who depend on imports of the goods, rather than manufacturers of them, according to NBC News.
Trump has repeatedly suggested the U.S.' large trade deficit with the rest of the world is a sign of weakness. On Thursday morning, Commerce Secretary Howard Lutnick added additional context to Trump's latest attack on the E.U.
"The President was totally annoyed that the Europeans did this, and so you're going to hear back from someone who emotionally cares about America," he said on Bloomberg Television. "He cares about America, and he wants to take care of Americans. And why are Europeans picking on Kentucky bourbon secretary, Harley Davidson motorcycle? It's disrespectful."
Lutnick added that Trump was looking to "balance" trade relations with the E.U.
"We are your largest, most important trading partner. Treat us with respect, and let's get a little balance," he said.
© 2025 Latin Times. All rights reserved. Do not reproduce without permission.
