LONDON — Americans keen on a stiff drink at a bar should brace for a sobering rise in prices, with Scotch whisky connoisseurs potentially stomaching an extra $1 on average per drink, thanks to U.S. tariffs on UK and European goods, according to an industry analysis shared exclusively with Reuters.
Other EU alcohol, like French champagne, Irish whiskey and Italian prosecco, may see price rises, with the tariffs impacting some $10 billion worth of such imports each year. Brands affected include Diageo’s Guinness beer and Pernod Ricard’s Jameson Irish whiskey.
U.S. President Donald Trump’s 15% tariff on European Union imports could raise wholesale prices of wine and spirits by more than 80 cents per gallon on average, with a smaller 3 cent increase for beer, the analysis, commissioned by trade association the Wine &Spirits Wholesalers of America, showed.
The levies could rake in $987.1 million in federal revenue, once lost sales are taken into account, it said, with the costs likely passed on to U.S. businesses and consumers over time, causing sales and job losses.
The U.S. is, by far, the biggest market for the top spirit makers among Western countries and most European wine and spirit producers.
The analysis assessed the impact of tariffs if the levies are passed on in full. Spirit imports previously enjoyed zero tariffs.
It found that U.S. tariffs, including a 10% levy on UK products like Scotch whisky at the port, could significantly raise the price per bottle at a bar or other venue once additional costs from margins and taxes are added.
For a 750 millilitre bottle of Scotch, an average $1.92 tariff at the port could translate to a price increase of more than $12 per bottle at the bar, said the analysis, produced for WSWA by New York economic research firm John Dunham &Associates.
Assuming just over 12 two-ounce drinks per bottle, that would mean an additional $1 per drink at the bar on average.
Cutter Smith, who takes up the post of WSWA chairman in September, said that in some cases, wholesale prices were already on the rise.
“It is a company-by-company and, in some cases, brand-by-brand decision, but one thing is certain, if these tariffs stay in place, they will make their way to the consumer,” he said.