Whiskey and wine insiders say Trump’s tariffs are much worse for Americans than one might think.

London – Producers and importers of alcoholic beverages said President Trump’s so-called “Liberation Day” tariffs will hit many American drinkers in his wallet, with prices rising even exceeding the tax rates he imposed.

On April 2, Mr. Trump announced what he called “reciprocal tariffs” to almost every country traded in the United States. Although stock markets around the world are gradually sank into a turmoil and warning from economists that consumers will pay for the levy for months, Trump did not retreatadhering to these measures will help balance the long-term trade deficit between the United States and other countries.

But in the short term, many Americans’ choice of adult beverages, including European wines and scotch, may be even more premium.

Bartholomew Broadbent, which owns Virginia-based wine wholesaler and importer Broadbent Selections, warned that the impact on U.S. retail prices will be “much worse than one might think.”

For example, French wines will be subject to a 20% tariff under the measures announced by Trump. But Broadbent told CBS News that the real-world price increase will be close to 30%, as the cost of tariffs will become more complicated at every stage of the journey of bottles or boxes to shop shelves – producers in France and other countries, as well as importers like himself, then distributors and retailers have added their own markings.

“The price will have to go up,” he said.

In fact, Broadbent estimates that a bottle of wine could retail for $9.99, up to $13 or $14.

Broadbent’s company imports wine from 11 different countries and also works with California-based wineries, he says more than 80% of his business will face new tariffs. He said wines from South Africa will be affected the most, as the White House has already Reaching the country with a 30% tariff.

“I can’t see a person who can benefit from it,” Broadbent said. “Even breweries in the United States suffer severe pain because they all bought barrels and corks from Europe.”

Tariffs have created a shock wave through the global wine industry, with France’s Burgundy Wine Commission (BIVB) warning that the risk of levying “pushing our wines up the psychological price threshold”.

According to BIVB, Bourgogne – or the region known in English – exported nearly 21 million bottles of wine to the United States in 2024.

“The industry is deeply regretful,” BIVB said in a press release.

People who make, sell and enjoy Scotland’s world-renowned distilled spirits are also staring at Mr Trump’s tariff barrels. According to the Scotch Whisky Association, last year alone, about 132 million bottles of Scotch Whisky bottles were imported to the U.S. market.

Drew McKenzie Smith said Scotland’s sentiment was one of “frustration and uncertainty”, who built and operated the brewery at Lindres Monastery north of Edinburgh.

McKenzie Smith estimates that Mr Trump’s benchmark tariff on the UK will see a bottle of his scotch priced about the amount of American consumers. Therefore, it is believed that the current $60 bottle will jump to $66 soon.

McKenzie Smith told CBS News that while “it may not sound serious”, it still adds a meaningful burden – especially for smaller producers like us. ”

He said that while larger Scotch whisky brands may be able to offset the costs of multiple markets, for smaller distillery, tariffs could mean damage.