Brown-Forman Corp. said that it will raise prices on its whiskeys, including Jack Daniel's, in some European countries, in order to combat tariffs slapped on US bourbon.
Buyers of Jack Daniel's or Woodford Reserve whiskey can expect to see the price of a standard 700ml bottle go up by about 10%, said Brown-Forman spokesman Phil Lynch.
Softening Impact
Brown-Forman is the latest US company trying to cushion the impact of the EU's 25% tariffs on American goods, including bourbon, motorcycles and jeans, in response to US tariffs on steel and aluminium.
On Monday, motorcycle-maker Harley-Davidson, Inc. said that it would need to shift some US production to Europe to combat the EU's tariffs.
Consumers are likely to see higher retail prices over the next several months, rather than immediately, Lynch said, as the company works through the stock that it has built up over the last few months in preparation for the tariffs, in markets such as Germany and France, where it controls distribution.
Louisville-based Brown-Forman controls its own distribution in about two thirds of its overseas business.
In the markets where the company relies on third-party distributors, such as Belgium and Italy, price decisions will be made by those parties, Brown-Forman said.
News by Reuters, edited by ESM. Click subscribe to sign up to ESM: European Supermarket Magazine.
