Taste of France to cost more
are going to impact consumers across all price points, from entry-level spirits to luxury level,” Michael Bilello, a senior vice president at Wine & Spirits Wholesalers of America, told McClatchy, warning it could cost significant American jobs. “We’re talking about a trade with 88,000 American jobs, over 370 family-owned American businesses in over 3,000 locations nationwide — across every state and in every congressional district.”
The liquor industry has been fiercely opposed to President Donald Trump’s tariff plan, warning it could affect consumer behavior in a thriving market. The Distilled Spirits Council of the United States, the Kentucky Distillers’ Association and the American Craft Spirits Association have all come out against the tax increase.
“You have an exploratory culture in the industry now where consumers are being exposed to new and different brands — it’s led to what is called premiumization, where millennials are drinking less but higher end,” Bilello said. “These taxes could disrupt the trends in the industry that have been very positive and led to growth.”
In October of this year, the Office of the U.S. Trade Representative imposed a 25% tariff on select wines from France, Spain, Germany and the United Kingdom. That excluded sparkling varieties and wines with over 14% alcohol.
But the next round threatens to increase tariffs on all varieties, as well as goods such as cosmetics, handbags and cheese — a total of over $2.4 billion in annual French imports.
It is a response to France’s intention to proceed with a plan that would compel major digital companies, including American giants such as Google, Facebook and Amazon, to pay more in taxes for their operations in France.
French officials believe the large tech companies have circumvented tariffs for years by developing headquarters in lowtax European capitals. Several other European governments — including the United Kingdom and Italy — are also debating imposing digital taxes.
But French diplomats fear that Paris has now been disproportionately targeted by the Trump administration because it would be the first in Europe to proceed with a policy to close the loophole.
Domestic pressure is mounting on French President Emmanuel Macron to change course in time to avoid Trump’s harshest actions yet. The Fédération des Exportateurs de Vins et Spiritueux issued a statement earlier this month chiding Trump for his threats and imploring Macron for help.