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Drinks

Could The Gin Industry Benefit From EU Tariffs On American Whiskey?: Analysis

With the EU proposing potential tariffs on American whiskeys and bourbons in retaliation to US President Donald Trump’s planned steel and aluminium tariffs, major players in the drinks sector will be watching developments closely.

Last week, Paul Varga, the chief executive of Brown-Forman, the maker of Jack Daniels, said that while the business has had to deal with a number of trade “spats” in the past, the current situation is unprecedented.

Trump’s policy move, and the EU’s retaliatory pledges may mean that Brown-Forman "could be an unfortunate and unintended victim of a policy which in part is aimed at promoting something which Brown-Forman is a stellar example of - a committed, long-term American manufacturing company."

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