Wine retailers across the U.S. are bracing for impact as the Trump administration imposes a 20% tariff on goods from the European Union, with imported wine and liquor prices set to surge. Adam Williams, owner of Ansley Wine Merchants in Atlanta, said the price of customer favorites like a 2023 vintage Sancerre from France—currently $45—could rise beyond what casual buyers will pay.
With 90% of his 1,500-label inventory sourced from small vineyards in France and Italy, Williams fears both financial strain and potential job losses. “I haven’t started losing sleep yet, but maybe I should,” he said, expressing concern for his eight employees. “I won’t sell mass-produced wine.”
The National Association of Wine Retailers warned of widespread layoffs, revenue drops, and closures. The group also dismissed the idea that higher prices on imports would boost domestic wine sales, stating that consumers will likely cut back on non-essential spending like wine altogether.
France and Italy lead EU wine exports to the U.S., making them particularly vulnerable. The French wine and spirits exporters group, FEVS, predicted a 20% drop in sales once the tariffs are implemented.
Ryan Stanton, GM of Ultimate Wine Distributors in Atlanta, echoed industry concerns. “Buy America is great in theory, but there are a lot of things we can’t make here,” he said. His company has shipments ready in France, stalled by trade uncertainty.
Importers and retailers alike are in a “wait-and-see” mode as negotiations continue. The looming price hikes threaten not just businesses, but the availability of artisanal European wines for American consumers.