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Brown-Forman has announced it expects to raise prices on its Jack Daniel’s whiskeys in Europe by 10%, after its existing stockpiles on the continent are sold off. This is in response to the EU imposing 25% tariffs on American Whiskey, among many other products, last week.
A 10% price hike would represent splitting the difference between passing the cost of the new import duties onto consumers and eating the cost of the new tariffs to keep prices low. Brown-Forman reports that a quarter of their earnings come from European sales, and Jack Daniel’s is their biggest seller and the second largest whiskey brand in the world. Prior to a battery of tariffs being imposed against American Whiskey around the world, Jack Daniel’s was catching up with Johnnie Walker, the world’s top selling whisky brand, and perhaps poised to overtake the Blended Scotch Whisky giant.
