2026-05-18
by Michael
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Spirits Industry Faces Legislative Shifts and Market Headwinds in 2026

The U.S. and global spirits sector continues to navigate a challenging commercial environment in 2026, shaped by shifting consumer behavior, legislative reform and evolving on-trade dynamics. Recent industry updates highlight both structural pressures and emerging opportunities for producers and exporters.

Assorted color bottles on shelves.
Photo by Adam Wilson, Unsplash

According to the American Distilling Institute (ADI), 2025 proved difficult for beverage alcohol, with decreased consumption, inflation, tariffs and health-conscious trends weighing on performance. At the same time, legislative developments across the U.S. supported expanded cocktails-to-go, direct-to-consumer shipping and RTD growth, though further reforms remain under discussion. On-premise trends are also evolving: premiumization is changing form, ready-to-drink products are gaining traction behind the bar, and no- and low-alcohol options continue to develop. Complementing this, the Distilled Spirits Council (DISCUS) is promoting spirits tourism through its Destination Distillery initiative, spotlighting more than 2,200 U.S. distilleries as part of a broader industry narrative tied to America’s 250th anniversary.

For exporters and brand owners, regulatory flexibility and tourism promotion can open new domestic and international routes to market. However, softer consumption and cost pressures require sharper brand positioning, packaging strategy and channel management. Legislative progress at state and federal levels may influence distribution models and cross-border opportunities, while changing bar trends could reshape product development priorities.

Meanwhile, industry attention is turning to upcoming trade gatherings, including this week’s London Wine Fair and the ADI 2026 Conference in Miami Beach in August, where producers will test new positioning strategies and seek distribution partnerships amid ongoing market recalibration.

2026-05-11
by Michael
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“Default Global”: Thinking Big from Day One

In the traditional business roadmap, international expansion was often viewed as the “final frontier” — a move reserved for established companies that had already saturated their domestic markets. However, a new generation of “global native” companies is flipping this script. By adopting a “default global” mindset, small companies are designing their products, digital presence, and supply chains to serve international customers from day one. This approach recognizes that in an interconnected world, a brand’s potential is no longer defined by its headquarters’ zip code but by its ability to solve a customer’s problem on a global scale.



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The primary catalyst for this shift is the rise of digital marketplaces and sophisticated online tools that have dramatically lowered the barrier to entry. Platforms like Amazon and Alibaba allow even the smallest startup to launch into multiple countries simultaneously, bypassing the slow and costly “one market at a time” approach. For many brands, high upfront costs for product development and manufacturing are difficult to justify for a single market; spreading those costs across a global audience from the start creates immediate economies of scale. By leveraging these digital engines, a brand can transition from a local boutique to an international contender in months rather than decades.

While many consumers are indifferent to a product’s country of origin as long as the experience is seamless, being an “import” can actually serve as a powerful marketing advantage in some categories. For CPG sectors like specialty foods, skincare, or luxury goods, an international origin often carries a cachet of authenticity, quality, or exotic appeal that domestic-only brands struggle to replicate. By leaning into this “imported” status while simultaneously ensuring the customer journey feels local — through linguistically inclusive support and familiar payment systems — global native brands can command higher perceived value and differentiate themselves in crowded marketplaces.

Furthermore, developing the capacity to operate internationally provides a significant competitive boost back home. The operational rigor required to navigate global logistics, diverse regulatory environments, and complex supply chains inevitably makes a business leaner and more efficient. By mastering the nuances of international shipping and proactive planning, a company builds a foundation of excellence that sharpens its domestic performance. This increased agility, combined with the prestige associated with international success, often allows a brand to outmaneuver domestic-only competitors who may lack the same level of supply chain sophistication or brand authority.

However, the “default global” path requires more agility than ever before in today’s landscape of heightened volatility and protectionist trade policies. Recent shifts, including broad global import surcharges and new tariffs on a range of commodities, have increased the risk of margin compression and supply chain bottlenecks. Navigating these trade tensions means that modern exporters must prioritize supply chain diversification and stay informed on shifting legal remedies. For the modern CPG operator, international success is no longer a separate project to be tackled “someday”; it is a continuous, evolving part of the brand’s identity that demands resilience in the face of a changing global economy.

2026-05-04
by Michael
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US-Canada tensions rising as USMCA review nears

As Canada and the United States head toward a July review of the US-Mexico-Canada trade agreement (USMCA, known in Canada as CUSMA), Ottawa has formed an advisory council with representation from affected industries, but no formal talks have begun between the two countries. Washington maintains sector-specific tariffs on steel, aluminum and autos, and U.S. officials have criticized Canadian dairy rules, liquor bans and digital policies as “trade irritants,” while Canada argues U.S. tariffs violate existing commitments.

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Canada’s Prime Minister Mark Carney said last week that the United States cannot “dictate the terms” of the trade agreement but noted that the review “will take some time.”

Uncertainty around USMCA and persistent tariffs are complicating supply chains and investment decisions. The United States and Canada are each other’s largest trading partners, but relations have been strained under the Trump administration’s aggressive tariff policies.

2026-01-25
by Michael
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Gobal Trade Notes from Around the Web, January 2026

EU-Mercosur Agreement Set for Provisional Implementation

The European Commission has signaled it is ready to provisionally implement the EU–Mercosur free trade agreement as soon as at least one Mercosur state ratifies it, despite the European Parliament’s vote to delay ratification pending a legal review by the European Court of Justice. Council President António Costa is backing interim application despite objections from France over protections for farmers, while supporters like German Chancellor Friedrich Merz and South American agricultural exporters highlight the deal’s promise to cut tariffs, create one of the largest free trade zones, and lower prices for more than 700 million consumers. European Interest

EU & India Close to Completing Trade Agreement

The EU-Mercosur agreement is not the European Union’s only major trade initiative in the news. European Commission President Ursula von der Leyen said at the World Economic Forum in Davos that the EU and India are close to finalizing a “historic” free trade agreement, calling it the “mother of all deals” that would create a market of 2 billion people with nearly a quarter of global GDP. Von der Leyen will visit India next weekend to advance efforts to deepen economic ties and cooperation between the two sides. The Print

The India–EU Free Trade Agreement is increasingly seen by both sides as a strategic necessity, not just an economic choice, in pursuit of resilient supply chains, green and digital transitions, and “open strategic autonomy.” A broad FTA could boost India’s labour-intensive exports and infrastructure and green transformation, while opening major opportunities for EU firms in manufacturing, digital, and renewable sectors, alongside cooperation in areas like clean hydrogen and digital public infrastructure. Diplomatist

Ursula von der Leyen and Narendra Modi in armchairs with EU and Indian flagsThe deal helps Europe diversify away from over‑reliance on Russia and China, bolsters India’s status as a major manufacturing and tech hub, and embeds environmental, labor and regulatory standards in a more calibrated form of globalization. Despite domestic concerns on both sides, the agreement is a signal that carefully negotiated open trade remains possible amid rising economic nationalism. EU Today

Trade Chaos Likely to Continue…

SupplyChainBrain has published a video interview with international trade lawyer Scott Maberry on navigating the changing trade enforcement landscape. Maberry notes that while China has temporarily eased planned restrictions on exports of rare earth–containing products after tariff concessions by the Trump administration, companies should not assume reliable long‑term access to critical minerals, because both China and the U.S. can rapidly re‑tighten controls “with the stroke of a pen.” High U.S. tariffs on Chinese goods are likely to remain for the foreseeable future, Maberry argues, so importers and exporters need to treat elevated, volatile trade barriers as the new normal, strengthen compliance with customs rules (especially accurate tariff classification under the Harmonized Tariff System), reevaluate supply chains and sourcing to mitigate tariff exposure, and use technology such as artificial intelligence to manage classification and trade data. He also urges companies to renegotiate supplier contracts so tariff‑driven costs can be shared or adjusted, noting there is no rule that importers must permanently bear all tariff costs. Maberry expects the coming year to be at least as chaotic for trade enforcement as the last, with no clear stabilizing forces in sight.

Despite Donald Trump’s pullback this week from threats to impose new tariffs or even order a military occupation of Greenland, Bob Brewer of Braumiller Law Group argues that escalating geopolitical conflicts and threats of U.S.-led military action or coercive tariffs—from Russia’s war in Ukraine to hypothetical or threatened U.S. moves involving Greenland, Venezuela, Iran, Mexico, Canada, and even New Zealand—are fracturing the rules-based international order, weaponizing trade and sanctions, and pushing countries to diversify away from U.S.-centric supply chains, thereby creating deep, systemic disruptions in global trade, investment, and economic stability.

… but Sustainability is Playing a Greater Role

On a more positive note, Nayana Ruke describes in GlobalTrade how modern trade is undergoing a major shift from a narrow focus on efficiency and low cost to a broader model grounded in environmental responsibility, social equity, and long-term economic viability, making sustainability a core competitive requirement rather than an optional ethic. She notes how “green logistics,” sustainable sourcing, and circular economy principles aim to decouple growth from ecological harm, while fair labor standards and transparency initiatives such as Fair Trade and supplier codes of conduct address human rights risks in global supply chains.

AI Can Help Traders Keep Up With Regulatory Changes

An increasingly salient trade-policy fear — missing critical tariff or regulatory changes — motivated a futures trader to develop “Trinity,” an automated system that combines AI planning (Claude), large-scale document screening (Gemini API), and Python-based logging and verification to monitor thousands of government policy documents at low cost and high speed, while still relying on human expertise for final judgment. The GlobalTrade article explains why manual policy tracking is structurally impossible for most firms due to expert scarcity, fatigue, speed, and cost, and shows how AI can transform this potentially multimillion-dollar task into a reproducible workflow costing under twenty dollars per large run, while still requiring humans to resolve ambiguous, multi-industry cases. The core message is that domain experts do not need to learn coding; instead, by articulating their worries and requirements, they can use AI to automate the heavy lifting of collection and initial analysis, then apply their own judgment to build trustworthy, scalable policy-intelligence systems that were previously out of reach.

2025-02-03
by Michael
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Canada & China tariffs set to begin; Mexico deferred

As he had repeatedly threatened on the campaign trail and since his election, Donald Trump signed an executive order this weekend under the International Emergency Economic Powers Act (IEEP) imposing tariffs on the US’s three largest trading partners, accounting for over a third of America’s total trade volume. The order places 25% duties on goods from Canada other than oil and gas, which are subject to a 10% duty, as well as 25% on imports from Mexico and 10% on goods from China. Following a preliminary border security agreement reached today with Mexico, with further negotiations on security and trade issues ongoing, the tariffs on Mexican products have been suspended for one month. The order also eliminates the de minimis exception for shipments valued below $800 subject to the tariffs, impacting online retailers like China’s Temu and Shein.

Yoda with caption Begun the Trade War hasBarring last-minute breakthroughs, the Canada and China tariffs are set to take effect tomorrow, February 4. Implementation details can be found in Customs and Border Protection notices for China and Canada currently pending publication in the Federal Register.

Notably, these tariffs have not been presented as a response to any disputes actually concerning international trade. Instead, Trump has repeatedly stated that they are intended to force cooperation from the affected countries on stemming the flow of drugs, particularly fentanyl, and illegal immigrants into the United States. Taken at face value, this is somewhat puzzling: unless Trump’s talk of annexing Canada as America’s “51st state” is to be taken seriously, it is unclear what the president actually wants from Canada, as both immigration and drug flows at the US northern border are far smaller than those from Mexico.

Canada promptly responded with a list of US products including fruits and vegetables, juices, alcoholic beverages, household appliances, and sporting goods subject to its own retaliatory 25% tariff, to be implemented this month in two stages. The country’s Department of Finance has published a complete list of the US products affected. Prime Minister Justin Trudeau also said Canada will file a complaint with the World Trade Organization (WTO). Canadian sports fans’ booing of the US national anthem at weekend hockey and basketball games may signal a shift in consumer sentiment against American brands in favor of “buy Canadian”. Several provinces began removing US spirits and wine from liquor store shelves over the weekend. Ontario premier Doug Ford announced that his province had canceled a CAD 100 million contract with Elon Musk’s Starlink and that US companies would be excluded from provincial procurement contracts until the tariffs are removed.

According to Mexican president Claudia Sheinbaum, 10,000 Mexican National Guard troops will be deployed to the border region, while the United States has agreed to combat trafficking of American firearms to Mexico. She had previously stated that her country was prepared to counter the Trump tariffs with “Plan B”, an as-yet unspecified package of tariff and non-tariff measures.

China’s response to the tariffs has been more muted, with leaders promising to complain to the WTO, but also preparing to resume discussions and present new proposals to increase imports and investment and to reduce exports of fentanyl precursors under the Phase One trade agreement with the United States, signed in 2020 but never fully implemented.

While theoretically importers facing tariff costs could accept lower margins or negotiate lower prices with foreign suppliers, in practice most of the cost of the tariffs levied during Trump’s previous term was passed on to consumers.

Should negotiations fail and an extended trade war ensue, the US holds the upper hand against each individual country, but could face difficulties in a multi-front war, especially if tariffs are also levied on the European Union as Trump said Sunday “will definitely happen”. Several European heads of state expressed defiance after a summit today, warning that hostile measures between the US and the EU would only benefit China. Mexico and the EU updated an existing agreement in January to ease trade in food and beverages, suggesting opportunities for coordination among the target countries.

2025-01-22
by Michael
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Trump tariff details emerging

I intend to keep up with the trade policy changes implemented by the new US administration, but I don’t want to rebroadcast every new social media post from Donald Trump, so for the most part I plan only to write about confirmed official measures. Still, I do think some of the new details that have emerged this week, and how international media are responding, are worth noting.

The Singapore Straits Times reports that Trump intends to impose 25% duties on all imports from Canada and Mexico as well as a 10% tariff on imports from China to the United States beginning February 1. The president accuses China of sending fentanyl to Canada and Mexico from where it is then smuggled into the United States, along with illegal immigrants. He has also accused China of failing to live up to promises to import American agricultural products made during his first term in office.

While mostly taking a conciliatory tone and expressing willingness to address American concerns, all three countries have also vowed to retaliate against any new US tariffs.

The French newspaper Le Monde quotes Mexican president Claudia Sheinbaum saying, “It’s important to always keep a cool head and refer to signed agreements,” referring to the USMCA trade pact concluded during Trump’s first administration which is scheduled for review next year.

Germany’s Die Zeit covers (in German) new threats to levy duties on goods from the European Union, which until now has been a less frequent target of Trump’s pro-tariff rhetoric.

It appears significant that Trump has tied most of the tariff threats to issues such as drugs and immigration that are not directly related to trade. This suggests that there is room for negotiation on these issues that could, one hopes, still avert any severe disruptions to the global economy. In the EU case, however, he mentioned the trade deficit and accused Europe of being “very, very bad to us” by refusing to buy American cars and farm products.

The EU tariff threat is bad news for, among others, American whiskey distillers. As part of a trade dispute during Trump’s first term, the European Union levied duties on US whiskey initially set at 25% and later scheduled to rise to 50%. The measure was suspended with the easing of trade tensions under the Biden administration, but the suspension is due to expire on March 31.

2025-01-09
by Michael
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East Coast port strike averted

Global Trade reports that the International Longshoremen’s Association and United States Maritime Alliance have reached a contract agreement, averting the threat of a strike at US east coast and gulf coast ports. The agreement remains subject to ratification but is expected to pass.

2025-01-06
by Michael
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Businesses bracing for a tariff typhoon

Tariff Reform Cleveland Thurman.jpgWith “Day One” of the Second Trumping just two weeks away, businesses are bracing for the impact of the new administration’s promised tariff policies. During the election campaign, Trump frequently spoke of imposing across-the-board 10–20% duties on all imports to the United States. On Truth Social last November he threatened to increase tariffs by 10% on goods from China and impose 25% duties on imports from Canada and Mexico if those countries refused to cooperate on stemming the flow of drugs and migrants into the United States. At other times the returning president has proposed tariffs of 60% or more on Chinese goods. He has also threatened to impose 100% levies on imports from the BRICS countries should they proceed with plans to move away from the US dollar in international trading, and has often voiced support for tariffs in general.

The exact shape of the new trading regime remains unclear. Just today a Washington Post article claimed that Trump aides are exploring tariff plans that would cover all countries but only “critical” sectors — a report that Trump promptly labeled “Fake News” in a Truth Social post.

Until the outlines of the new policies come into sharper focus it will be difficult to gauge their impact in any detail, but it could clearly be massive. The targeted countries include America’s most important trading partners: trade with Canada and Mexico within the USMCA amounts to $1.5 trillion per year, while US-China trade is on the order of $600 billion annually. In the past, the infamous Smoot-Hawley Tariff Act of 1930 is widely held by economists to have exacerbated the Great Depression. And a Brookings article cites findings from multiple studies indicating that the US-China trade war during Trump’s first administration, with a far smaller scope than what is now being proposed, cost the United States between 0.3 and 0.7% of GDP, with most of the costs borne by US companies. China will not pay for Trump’s tariff wall.

Higher tariffs will supercharge inflation, not only by adding directly to the price of imported goods purchased by consumers, but also by raising the cost of imported production inputs such as ingredients and components for products manufactured in the United States. These intermediate goods account for the majority of US imports. Supply chains in sectors such as the North American automotive industry have become so densely intertwined that many assemblies cross the border multiple times during the production process, blurring the distinction between imports and exports. These industries will be especially hard hit.

With the threat of a US dockworkers’ strike already looming, a further concern is that logistical bottlenecks will form as importers seek to stockpile inventory before the tariffs take effect. The resulting disruptions could lead to spiking freight charges and critical material shortages that could take months to clear.

Beyond the first-order inflationary effects, a high-tariff regime is practically certain to trigger retaliation by our trading partners, just as punitive tariff policies did during Trump 1.0. Mexico’s president and economy minister have already vowed to retaliate, and China’s move last week to impose restrictions on 28 American companies is widely seen as a signal that it will respond aggressively to any US moves against its economic interests.

If partner countries retaliate, tariffs in foreign markets will present US exporters with a sliding scale of curtailed demand and lower margins, depending on how much of the duties they are willing to offset with lower prices. Along with potential non-tariff measures, retaliatory tariffs could put American companies at a significant disadvantage in overseas markets against local and third-country competitors, harming not only major players such as the US auto industry, but also thousands of small exporters.

Alongside retail price increases, squeezed margins, and increased supply chain complexity, the biggest impact on American businesses may be from planning uncertainty on both the purchasing and marketing sides simply from the threat of unpredictable major policy shifts. The erosion of rules-based free trade in favor of lobbying, subsidies, and favoritism also raises the long-term potential for corruption worldwide. (A study published in 2021has already found a correlation between tariff exemption application approvals and Republican political donations during Trump’s first term.)

Moreover, many of the tariffs’ effects will hit smaller organizations disproportionately. Small businesses have fewer administrative resources to deal with compliance burdens, far less lobbying clout for securing tariff exemptions, and less financial capacity to quickly reconfigure supply chains.

Given their prominence during the president-elect’s campaign appearances, it’s unlikely that the tariff plans are mere Trumpian bluster in their entirety, but there are indications that the more extreme and targeted measures are intended largely for negotiating leverage. Indeed, in his announcements on Truth Social, he explicitly tied tariffs aimed at China, Canada, and Mexico to the flow of drugs and illegal immigrants entering the United States. Still, Trump has also touted tariffs as a major potential source of tax revenue and on many occasions voiced his attachment to them, so it seems near-certain that some form of expanded tariff policy will be implemented.

Some commentators have suggested that the president lacks the power to levy tariffs unilaterally. In principle the power of taxation, including tariffs, rests with Congress, but a number of laws adopted since the 1930s delegate authority to the executive branch in various circumstances, and presidents from both parties have made use of that authority. While most of the president’s options would either be temporary in nature, require a prior investigation and finding, and/or require action by Congress, the International Emergency Economic Powers Act gives the president broad authority to regulate international transactions upon declaring an emergency. The law has been applied many times since its adoption in 1977, most recently by Joe Biden, although never to implement across-the-board tariffs of the kind the Trump campaign has proposed. Any action under the IEEPA will probably be challenged in the courts, but a prompt injunction to block the tariffs while the case is heard is unlikely.

Importers do have options to mitigate the damage. Even where full reshoring of production is impractical, some may be able to employ “tariff engineering” to fine-tune their manufacturing processes so that components are imported under classifications subject to lower duties than may be the case for goods nearer to or farther from the finished product. Likewise, in complex multinational supply chains, various stages of manufacturing processes can be shifted to different countries to manipulate the value-add percentages that define the “country of origin” and determine which duty rates apply.

Another tactic is to employ a trading company as middleman to import the product and pay duty based on a lower first-sale invoice value before reselling at a markup to the final purchaser. Needless to say, this approach is subject to restrictions lest the first-sale valuation be deemed fraudulent.

Where goods are imported for transit or further processing before reexporting, it may be possible to avoid duties by storing and/or processing them within a foreign trade zone.

Exporters facing retaliatory tariffs may have fewer options, primarily involving market diversification. So far, for example, Trump has not threatened new tariffs targeted specifically at the United Kingdom or European Union countries. If a trade war does break out, countries that remain outside the path of the storm may prove to be more attractive markets. In other cases, companies may be forced to accept thinner margins or, ironically, move some production outside the United States to hold on to their position in key markets.

With multiple rounds of tariffs, counter-tariffs, and negotiations to be expected, it will likely be months if not years before any new trade regime stabilizes. It may be tempting to take a wait-and-see attitude until things shake out. But with stakes this high, businesses large and small would do well to map out possible scenarios and prepare contingency plans for a range of potential higher and lower tariffs on both imports and exports, universal or targeted.

2024-11-04
by Michael
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Data Sources: UN Comtrade

I’m in the process of updating a Global Market Analysis of export markets for US-made whiskey that we published a few years ago in the B.C. era (before Covid). As part of the overhaul, I’m revisiting the data sources used to identify high-potential markets and incorporating some new ones. One of these is the United Nations Comtrade Database.

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Quoting Comtrade’s About page, “The United Nations Commodity Trade Statistics Database (UN Comtrade) contains detailed goods imports and exports statistics reported by statistical authorities of close to 200 countries or areas. It concerns annual trade data from 1962 to the most recent year. UN Comtrade is considered the most comprehensive trade database available with more than 3 billion records.”

glass of whiskey sitting atop a US passportThe database features comprehensive import and export statistics by year, country/territory, and six-digit Harmonized System commodity code. The data can be filtered to display global or bilateral import or export figures for each market. Besides dollar value, the statistics also include unit quantities, making it easy to calculate average prices for each market and period. The website provides analytics and visualization tools, and CSV extracts can be downloaded after registering for a free account.

Needless to say, a degree of caution is in order when using these statistics. For one thing, data for certain periods and/or countries is often missing, especially for smaller and less-developed markets. More importantly, trade volume trends during the pandemic and immediate post-pandemic years reflect the unusually volatile conditions during this period. As you may have heard, “past performance is no guarantee of future results.”

Still, data to be taken with a grain of salt is better than none at all. Some very preliminary number crunching reveals that the greatest average annual growth in whiskey imports between 2019 and 2023 took place in China, with an average increase of over $94 million per year. Does this mean that American craft distillers should be rushing to get in on the action in China? Well, not necessarily, at least not without a lot more research and preparation….