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USA Today
10-06-2025
- Business
- USA Today
10 best and most affordable bourbons for Father's Day 2025
10 best and most affordable bourbons for Father's Day 2025 Whiskey isn't just for the dads out there. But it's so ingrained as a reliable gift for the drinking patriarchs out there that it's become an easy cheat for Father's Day. Need a gift? Got $50? Congrats, dad, you're getting some booze. That $50 mark is a nice middle ground in the world of bourbon, even as prices rise. You can still get several good bottles for half that price -- Old Grand-Dad, come on down. You can find good bottles at twice the cost or more. My purpose during our Father's Day week-long whiskey extravaganza is to provide a solid array of options and run through all the whiskeys I've been lucky enough to sample and review this past year. THE BEST FLAVORED WHISKEYS FOR FATHER'S DAY: Some picks for your dad! And, friends, there are plenty. This is only the first half of our bourbon breakdown, with more to come as well as dives into the worlds of rye and Scotch. Today, we're talking about the more affordable bottles out there that will clock in around that $50 mark, even if some of these distilleries offer much more expensive offshoots that are similarly worth your time. Let's talk a look at some moderately priced whiskey. Old Forester Let's start with an easy win. Find yourself a bottle of Old Forester -- a proper value with old school bonafides and a tradition of great taste -- and you don't have to worry about whether or not the intended recipient will like it. Old Forester continues to innovate, which is why I'm talking about the 100 proof, 1924 edition here (it's more than $50. I'm breaking my own rule one review into this. We're doing great!). It's also been my go-to gifting bourbon because it's a) inexpensive and b) really, really good. This is a whiskey that's been around forever and leans into various tweaks of that history. Vitally, there's no expression I've had of theirs I don't like. The 1924 pours a healthy mahogany. It smells big and boozy with lots of those oak notes you'd expect from a 10-year bourbon. There's also cherry and a little bit of caramelized sugar and vanilla that makes everything a little more luxurious. The vanilla carries you through the first sip, showing up the second it hits your lips and lasting well after it has cleared your esophagus. It's dense and smooth, showcasing that age with a little sweet oak and that big creme brulee flavor. While the warmth you'd expect from a 100 proof liquor rolls in toward the end, it brings nice deep tones with it that give you plenty to linger on after it's gone. There's a wonderful balance of sweet and spice that ultimately tilts toward the former. There's a lot of dense dessert flavors that give way to just enough spice to flip from juicy to dry. It's really a lovely dram -- even if, at about $110, it's a pricy one. Makers Mark French Oaked The label promises the classic Maker's Mark bourbon, aged in virgin French oak staves. I'm not sure why they put "virgin" on there -- pretty much all bourbon barrels wind up as one-time-use items before being shipped overseas to coddle Scotches or age fancy stouts in craft breweries across the states. But the promise of French oak suggests a sweeter Maker's Mark with more vanilla and tannins than the typical batch. The smell off the top backs this up. There's some minor vanilla, but a big heap of floral/woody aromas that give it a sharpness that sets it apart from the sweeter bourbons on this list. As you'd expect, that's how each sip finishes, but we'll get there. The sweetness I didn't pick up from dunking my nose in the glass shows up on your tongue. The vanilla is front and center, and it rolls with a little caramel and cinnamon to give you a nice sweet/spice combination that pushes you toward that oak. Ultimately, that's going to determine whether you like this bourbon or if it's just something you drink. It's not especially complex, but it's smooth and sippable. At $40 it's a pretty solid value and a dram you won't feel badly about slipping a couple ice cubes into. Actually scratch that; you shouldn't feel badly about drinking your whiskey with ice anyway, you do you. All Nations Bourbon The bottle itself is simple and streamlined -- though the "all nations welcome except Carrie" is printed on a white-on-white scarf across the bottle's neck, which makes it feel like more of an Easter egg than the bourbon's namesake. That's nitpicking, though. It pours a rich caramel color. It smells lighter than the color suggests. You get corn and oak and vanilla, but it's a little weaker than you'd expect from a Kentucky whiskey that clocks in at 92 proof. The bourbon is very smooth up front. You're welcomed with sweetness up front that lingers throughout the sip. You get the corn mash that makes up the bulk of the ingredient list in a way that creates a moderate cereal vibe to the whole proceeding. You get a little warmth and just a minor amount of salt. There's a braid of fruit that lingers throughout -- raisins, apricot and a little bit of cherry. There's also a little bit of dark chocolate, which is light but shows up once you start looking for it. It's not the most complex bourbon, but it's got layers at a reasonable price -- about $40 per fifth. Hogsworth Bourbon I'm not sure a pig dressed as Boss Hogg is the way I'd go with my premium whiskey offering. But it feels like a shot at WhistlePig, the company Raj Bhakta (see above) founded and was forced out of six years earlier, and pettiness is one hell of a motivator. There's a chance there are some Michael Jordan qualities to this spirit. Or maybe it'll be a big sloppy mess, like a pig in seersucker. The average age of the bourbons and Armagnac blended here clocks in at 9.3 years, though the concentrations create room for some fuzzy math. The 60 percent of the spirit that's made up of bourbon is roughly five years old. The Armagnac ranges from 11 to 42 years, though there's only five percent of the oldest French brandy in the mix. This, of course, will not matter if it's great. And about $50 for a 42-year-old drink, even if it's a pretty minimal amount, still counts as a nice little conversation piece. It pours a lovely mahogany. It smells luxurious and intriguing. There's some vanilla and caramel right off the top. You get a little granola as well -- oat and raisin, maybe a little cherry -- in an appealing balance. The drink itself is lighter than expected. It's whiskey up front and Armagnac in the back, which could be a turn off for someone looking for a pure bourbon. You begin with sweet oak, pepper and some baking spice. You quickly transition to the heat and booze of a brandy, which would probably make for a great, weird Wisconsin hybrid old fashioned but instead clashes here. Despite my place in Madison, I tend to reserve brandy for big, sugary old fashioneds (also, I enjoy digging out the cherries with a cocktail straw because I am a child). The blend here is a bit abrasive, particularly if you're not an Armagnac drinker. A little ice mellows it out and makes the transition a bit easier. It's sweeter and smoother, but this is a big swing that doesn't quite pay off. Still, it's complex enough to sit and sip with even if it isn't the easiest drinker. It's not harsh, and while there's warmth it doesn't burn. There's a lot going on, and it'll be a nice challenge for an experienced drinker at a reasonable cost. There's value in that. Whistlepig Piggyback Bourbon This six-year bourbon has a bit of a lighter complexion for a well-seasoned dram. The smell off the pour is a bit stronger, leaning into your standard bourbon sweet-and-spice behind vanilla, raisin, pepper and a little cinnamon. It's nice -- familiar but bold. It's not overly sweet up front, instead leaning into that warmth that would make it one hell of a sip on a cold New Hampshire night. It's not overpowering, but it is cozy, setting the tone for the flavor that follows. You get a little honey and citrus, along with the cinnamon that keeps the "fireplace sipper" vibe rolling. The spirit is medium dense but lingers on the finish. You're left with notes of honey and fruit and spice that all seem to hit in equal parts. It sticks with you a while -- not in a way that's a problem, but in a way you do notice. It lacks the punch of Whistlepig's ryes, and that's gonna be a bug for some drinkers and a feature for others. For me, it's a pleasant experience all the way through. It's bold when sipped neat but retains its swirling flavors over ice. At a reasonable $40 to $50 per bottle, it's a solid value too. Whiskey Row Triple Wood I'm excited to try this new bourbon out of Louisville. There's the connection to epicenter of great bourbon, obviously, but I also love Laphroaig's Triplewood. That's not aged in the same combination of virgin oak, cognac and sherry casks Whiskey Row's core expression is, but the association is enough to hype me up. It pours a touch on the lighter side color-wise. You can smell the sherry and cognac influence right off the top. That stone fruit sugar blends with the spice of the malt and a little bit of oak and licorice to give off a pleasant swirl of big flavors. The fruit carries through to the first sip, but it's lighter than expected. A bit of spice lingers in the back before a little smoke and oak clock in for a long, lingering finish. It eventually ends dryly, inviting you back for more. The second sip brings more baking flavors into the mix -- brief sprinkles of bread dough and pepper to go with that sweet-but-acidic stone fruit profile -- because getting into that smoke with just a little bit of vanilla to boot. There's a lot to consider, leaving this more of a novel than a pamphlet when it comes to reading through all the influences lurking under that grain. It never punches you in the face with any one big swing, but instead lets a lot of small flavors float through each sip and lets you unpack it. That's a nice thing, particularly at an approachable price point of about $50 per fifth. Kentucky Green Code Bourbon Let's being with the bottle. The exterior is 100 percent paper -- though maybe not the cap -- and it very cool if a little, uh, un-sturdy. There's a mark on the bottle that says "press here to recycle" and I am extremely tempted to do just that, even knowing that probably means dumping $50 of bourbon all over myself (it turns out there's a plastic bladder inside keeping your whiskey safe). Invasive thought aside, it pours a little lighter than some of the other bourbons on this list. The smell follows that lead. There's a little vanilla, some honey and oak -- all the flavors you'd expect from a Kentucky bourbon -- but it's far from overpowering. It tastes a little young, but it doesn't burn. It's a lineup of flavors that don't feel fully developed, instead giving you lots of small ideas instead of a few big ones. There's vanilla, honey, citrus, cinnamon, caramel and baking spice. It warms up toward the end, but nothing off-putting. It's nice, but the spirit inside may not be as interesting as the bottle itself. Even so, it's a nice combination -- a solid pour over ice that may be better as a beginner-to-intermediate bourbon compared to its peers. Coppercraft Distillery Straight Bourbon Michigan is having a nice whiskey resurgence recently. Joseph Magnus was revived from the ashes of the bourbon collapse and produced a wonderful malt. Coppercraft's offering clocks in at 97 proof, but there's no report on how long it's been aged. Since the distillery was founded in 2012, I'm gonna venture that it's fewer than 13 years (per the internet, it's a blend of five- and nine-year spirits). It's a little light in color. The smell promises some sweet fruit flavors that would make me think this was aged in a few wine casks. There's a minor brandy vibe that cuts through the malt to create a unique profile. That sweetness rolls through the first sip. For a spirit distilled in the Midwest (in Indiana, in fact) there's a lot of tropical fruit flavor involved. There's a little peach, cherry, banana and clove that emerge as the first thing you get. The sugars involved linger long after it has left your lips. It's a little bit like a vanilla wrapper on a nice cigar -- Coppercraft isn't giving us White Owls here -- that helps the boozy Mary Poppins its way to your stomach. Underneath is a little bit of pumpkin bread-type spices that work well with those fruit flavors. It's certainly a unique spirit, and while it isn't a classic bourbon it's still a very interesting, extremely sippable expression. Coppercraft is a modest buy at $50 that showcases the versatility of a northern bourbon (yes yes, it's not from Bourbon County, I understand and do not care). There's a lot to chew on with each sip, and while that sweetness may be a turnoff for some it's an easy win for me. Old Elk Slow Cut Pouring this unveils a wave of sweet honey citrus and fresh cut wood. A weird combination, maybe, but one that works. It's a lovely mahogany and generally looks like a proper dram. The texture is a bit denser than similar whiskeys, especially considering it's been blended down to 88 proof. That's not a complaint; it's a little thick and coats your tongue nicely. It works because the spirit itself leans into the smooth, homogeneous traits of a blend. I'm getting some nutmeg, vanilla and other sweet eggnog spices in the mix before a gentle finish that uses that sugar to land the plane with only a few bumps. A little further reading suggests that's all intentional. Old Elk's Slow Cut is designed to water the spirit down to that softer 88 proof without losing flavor to the boil-off system shock of introducing large amounts of water to the process at once. So it's slowly filtered in to create a lighter drink that retains some hallmarks of a cask strength malt. This results in a softer sip that may lack some of the complexity of similar bourbons, but also eliminates some of the harshness that comes with it. Bigger, boozier blends require a bit of compartmentalization to rise above the proof and find its flavors. That's an easier task with Old Elk Slow Cut -- which, it should be noted, still clocks in at a solid 44 percent alcohol by volume. All in all, it's a nice intermediate drink and a solid value at around $40 per bottle. Plus, and this is important, it's got a heavy wooden cork cap, which makes it feel a little more expensive. So if you're looking for a proper whiskey for someone who likes but maybe doesn't love the spirit -- but does like fancy things -- this could be your jam. Jeptha Creed Bottled-in-Bond First off, the bottle is lovely. Raised glass in the shape of antlers or branches and lots of light gold flourishes against a library of mahogany. It looks great on one of the upper shelves of your local package store or adorning a home bar. Right away, it looks like a solid gift. As a bottled-in-bond whiskey, you know you're getting a spirit that's at least four years old, distilled by a single distillery and clocks in at 100 proof. That means smooth flavors with a little bit of barrel to them (oak, vanilla) and some complex, boozy notes. These are all good things. The pour is that welcoming mahogany that helps make the bottle so appealing. It smells a little lighter than you'd expect. There's a certain spice you'd expect from a malt that leans heavily on rye (even if it isn't a rye). Jeptha Creed's hook is using homegrown Bloody Butcher corn. It does seem like that leaves a little sweetness to that aroma. That sugar comes through up front. The texture of the spirit is a bit thicker than similar bourbons. Then the corn hits. It's clean and spicy, weaving around the rye in a balance of sweet and heat. It's a minor journey from a soft start to a heavier finish, leaving a flourish of light flavors floating on top of that Bloody Butcher. You really get what's advertised between the corn and rye. It's not especially complex, but you do get some nice flavors underneath the surface of sweet and spice. A little orange and some caramel -- maybe a little maple too. Adding a little ice thins out that thicker texture without ruining the source. That makes it versatile and, at about $50 per bottle, a spirit that can be sipped neat, over ice or in cocktails without too many qualms. Previously in FTW's Father's Day week-long whiskey extravaganza:
USA Today
06-06-2025
- Entertainment
- USA Today
Kentucky hosts Bourbon and Belonging event to welcome LGBTQ+ revelers
Kentucky hosts Bourbon and Belonging event to welcome LGBTQ+ revelers The image of a bourbon drinker has too often been that of a white cis male and his friends hanging out in rugged environments. But for a week in October 2024 at more than 60 locations in Kentucky, where 95% of the world's bourbon is produced, white cis males were in the and Belonging was a first-of-its-kind event aimed at making Kentucky's signature product a more inclusive experience. From small, curated dinners featuring bourbon pairings to large celebrations of the LGBTQ+ lifestyle, Bourbon and Belonging opened the doors and the bottles to a new audience. Some of the gatherings were free, and some came with a small price Forester, located on Louisville's historic Whiskey Row, hosted four separate events, including a garden party on the rooftop of the company headquarters where Simone the DJ emceed the event. 'It was wonderful, what we call an unwind moment,' Melissa Rift, a master taster at Old Forester and member of the LGBTQ+ community, says. 'There is a lot of stress in our community, and this was certainly a laid-back event with music and food and connections. It felt good.' About 85 people attended Old Forester's free rooftop garden party. Their other events included an intimate 10-person tour and tasting, and co-hosted events with other bourbon brands in northern Kentucky. In addition to visitors from nearly every state, Rift talked with couples from Canada, Brazil and several Caribbean the western Kentucky city of Paducah, Landee Bryant was among the merchants who immediately embraced the idea of Bourbon and Belonging in her city. She owns Bricolage Art Collective on the Market House Square, a place she describes as liberal-leaning and queer friendly. Paducah's event became a block party with more than 14 businesses participating. Bryant invited author Clint Waters to her shop for a reading of his science fiction and poetry, which feature LGBTQ+ themes. She created a fruity little cocktail for the occasion that highlighted Green River bourbon, although there were also nonalcoholic drinks on offer.'It was immediately clear that we had created a safe, collaborative community space for this celebration, and we look forward to participating again,' says Liz Hammonds with Paducah's Convention and Visitors for announcements regarding Bourbon and Belonging, Oct. 3-5, 2025 or
Reuters
05-06-2025
- Business
- Reuters
Brown-Forman's gloomy forecasts send shares of Jack Daniel's maker tumbling
June 5 (Reuters) - Brown-Forman (BFb.N), opens new tab forecast a decline in annual revenue and profit on Thursday, as the Jack Daniel's maker navigates soft consumer spending amid tariff-related uncertainties, sending its shares plunging about 15%. Worries of a possible recession and product price increases brought on by international trade wars have dented consumer sentiment in the U.S. and pushed people to cut back on discretionary products such as high-end alcohol. "We anticipate the operating environment for fiscal 2026 will be challenging, with low visibility due to macroeconomic and geopolitical volatility as we face headwinds from consumer uncertainty, the potential impact from currently unknown tariffs," the company said. The U.S. has doubled the tariffs on steel and aluminium imports to 50%, posing a risk for the company that also makes canned ready-to-drink products. The liquor maker had said in March Canadian provinces taking American liquor off store shelves was "worse than a tariff", but noted that it can withstand the impact as Canada accounted for only 1% of its total sales. Brown-Forman, however, benefited from the European Union dropping its planned retaliatory tariff on American whiskey. The owner of Old Forester and Woodford Reserve brands expects both organic net sales and organic operating income for fiscal 2026 to decline in the low single-digit range. It reported an increase of 1% and 3% in organic net sales and organic operating income, respectively, during fiscal 2025. The company's results were indicative of pressure on consumers and their stretched discretionary budgets rather than a decline in premium American spirits, Consumer Edge analyst Connor Rattigan said. Brown-Forman's sales during the quarter ended April 30 fell 7% to $894 million, compared with analysts' average estimate of $967.4 million, according to data compiled by LSEG. Its earnings per share of 31 cents also missed the estimate of 34 cents.
Forbes
05-06-2025
- Business
- Forbes
Old Forester President's Choice: First National Release Of Bourbon & New Rye
The latest release of Old Forester President's Choice Bourbon and the first ever President's Choice Rye will be offered in a nation wide sale. In a move set to electrify the American whiskey landscape, Old Forester has just announced the national debut of its highly coveted and historically rare expression, President's Choice Bourbon. Previously, this gem was primarily confined to the Old Forester Distillery in Louisville, Kentucky, and a few Kentucky retailers. Now, for the first time, President's Choice Bourbon will be offered at select retailers nationwide, albeit in limited quantities, opening a new chapter for this exceptional spirit. But the news for whiskey enthusiasts gets even better. Alongside the expanded reach of the bourbon, Old Forester is, for the very first time, introducing President's Choice Rye. This marks a significant expansion of the President's Choice line, which sees its limited-release bottles quickly disappear into the hands of bourbon collectors and whiskey enthusiasts. By offering a line extension and an expanded release opportunity, Old Forester is signaling that it has no intention of dialing back its highly popular limited-release lineups that bourbon aficionados crave. This latest strategic move ensures that more discerning consumers will have the chance to experience these hand-selected, high-proof treasures. Master Taster Melissa Rift underscored the significance of this moment, noting, "President's Choice has always been an incredibly rare and cherished bottle, and most consumers have never seen it, let alone tasted the whisky. We are honored to bring it to a wider audience." Old Forester President's Choice Bourbon. What fundamentally elevates any spirit bearing the President's Choice name is its unwavering commitment to the single-barrel expression. Unlike standard blends that marry multiple barrels for consistency, each bottle of President's Choice originates from an individual barrel, hand-selected by its President for its truly exceptional character. This meticulous practice isn't a new innovation for Old Forester; it began in 1890 and sporadically continued for decades. In 1964, then-president George Garvin Brown II introduced The President's Choice bottles, which were given to VIPs, executives, and other dignitaries. It was first offered to the public in 2018, coinciding with the opening of the Old Forrester Distillery on Louisville's Whiskey Row. Today, that distinguished tradition continues, with the distillery's current leadership or their cadre of seasoned master tasters personally vetting these casks. This rigorous selection process ensures that only barrels displaying remarkable quality and a distinct flavor profile—those that rise above even Old Forester's already high standards—earn the coveted "President's Choice" label. It's a testament to a philosophy that values unique excellence over uniform consistency. "Every barrel selected for President's Choice tells a story,' says Assistant Master Distiller Caleb Trigo. 'These are the barrels that showcase an extraordinary depth of character. Whether it's the bourbon or our new rye, each bottle represents the pinnacle of Old Forester's craftsmanship." Because different barrels are selected and not blended for every President's Choice, it is possible to get several different expressions in one release. This inherent variability is both its defining characteristic and its profound allure. Each barrel, whether bourbon or rye, is aged between seven and nine years. They are bottled at robust proof points, ranging from 110 to 125 proof, designed to showcase the liquid at its finest. Old Forester President's Choice Rye. Both the President's Choice Bourbon and the inaugural Rye (from Rye Barrel #1) will carry a manufacturer's suggested retail price of $225, reflecting their premium status and rarity. However, they will likely command a far higher price on the secondary market. For those who want a bottle, Old Forester Distillery will also be releasing a limited number for in-person purchase at the distillery and through their online store at This online release, scheduled for 10 a.m. ET on Saturday, June 14th, will allow shipping to states where it is legal (D.C., KY, NE, NH, ND only). This date holds special significance, as it coincides with National Bourbon Day and marks the 7th anniversary of the opening of the Old Forester Distillery on Whiskey Row. Follow here for the most up to date information about the ever changing beer, wine, and spirits industry.
USA Today
02-04-2025
- Business
- USA Today
Kentucky's $9 billion bourbon industry caught in the crossfire of Trump trade war
Kentucky's $9 billion bourbon industry caught in the crossfire of Trump trade war Show Caption Hide Caption Brough Brothers Distillery CEO talks looming tariffs With a 50% tariff set to hit U.S. whiskey by March 31, distillers like Brough Brothers in Louisville, Ky., look to minimize the impact. President Trump's trade wars have negatively impacted American whiskey exports, including Kentucky bourbon. Kentucky bourbon distillers and industry groups are advocating for a return to zero-for-zero tariffs between the U.S. and its trade partners. The bourbon industry is a significant contributor to the Kentucky economy, employing thousands of workers and generating billions of dollars in revenue. Kentucky bourbon has become a key pawn in the trade war raging across the globe, as President Donald Trump continues his on-again, off-again tariff roll out. As the trade war escalates with U.S. trade partners ranging from Canada and Mexico to China and the European Union, some retaliatory tariffs still hanging around from Trump's first administration remain a threat to the bourbon industry. A 50% tariff on American whiskey products, which include bourbon, rye and Tennessee whiskey, was set to return April 1, but was delayed by the EU until April 13, providing a slight reprieve for the industry. The March 20 announcement delaying the whiskey tariff followed a March 13 threat by Trump of a 200% tariff on alcohol from the EU if it were to go forward with its planned tariff on American whiskey. "This is a very positive development and gives U.S. distillers a glimmer of hope that a devastating 50% tariff on American whiskey can be averted," Chris Swonger, president of the Distilled Spirits Council of the United States, DISCUS, said in a statement March 20. "We urge the EU and U.S. to reach an agreement that will return and safeguard zero-for-zero tariffs for spirits trade, benefitting the spirits and hospitality sectors." The tariff threat is leading to economic volatility for American whiskey, which, in turn, is rippling through Kentucky as the state's marquee product works to maintain momentum. "It's obviously bigger than Brown-Forman, and it's bigger than our industry, and every day seems to unfold a different twist on the story," Brown-Forman CEO Lawson Whiting said during the company's earnings call in March. "We're ... shooting to try to get reciprocal zero-for-zero tariffs. That is our key ask. Maybe that's obvious, but to try to keep this industry out of these trade wars." In Kentucky, Louisville-based Brown-Forman, the maker of Jack Daniels, Woodford Reserve and Old Forester, is one of the leading exporters of U.S. spirits globally, with 55% of its net sales coming from outside the U.S. Other major Kentucky bourbon companies that are big exporters include Heaven Hill, the maker of Evan Williams; Beam Suntory, which produces Jim Beam and Maker's Mark products; and Diageo, the owner of Bulleit Bourbon. Trump's alcohol tariffs: Barley farmers face economic strain with tariffs as beer consumption hits 40-year low "The EU's 50% retaliatory tariffs on Kentucky's signature bourbon industry will devastate distilleries across our commonwealth, which employ over 20,000 hardworking Kentuckians and generate billions for our economy," U.S. Rep. Morgan McGarvey, D-Ky., said in a March 12 statement. 'We've done this before' For Kentucky, where bourbon is a $9 billion industry, the impacts of the tariffs extend beyond the bottles on the shelves. "Trump's trade war is hurting the farmers who grow corn, coopers who char and fit our white oak barrels, the men and women who work the line in distilleries, and truckers who deliver the finished product," McGarvey said March 20. In 2018, during Trump's first presidential term, tariffs he levied against the EU on steel and aluminum led to a retaliatory tariff against U.S. products, including American whiskey. Former President Joe Biden was able to negotiate a pause in these tariffs with the EU, but as the deadline on that pause nears, distillers and Kentucky are bracing. "So, we're going to continue to prepare. We've unfortunately, we've done this before," Whiting said during the earnings call. "If it rolls out where they're coming after American whiskey again, and we don't have a situation of reciprocity, then the market for spirits, once again, gets very distorted. That is a big disadvantage for us." From 1997 until the 2018 tariffs, the U.S. and the EU benefited from zero-for-zero tariffs, which industry groups such as DISCUS and the Kentucky Distillers' Association, along with major distillers, want to see returned. With the imposition of the EU tariffs in 2018, American whiskey exports to the region plummeted 20%, losing roughly $112 million for the U.S. spirits industry, according to DISCUS. And during the tariff pause negotiated by the Biden administration, the sector saw a bounce back, with exports to the EU surging roughly 60% and drawing in $699 million in 2024 exports. "Over the past three years that these EU tariffs have been suspended, American whiskey exports to the EU have soared, supporting jobs at U.S. distilleries, as well as local farms," Swonger said March 20. Canadian response Most recently, Trump announced he will share a "reciprocal tariff" plan on April 2, giving countries a proposed tariff rate based on their own rates, non-tariff trade barriers and other factors while also providing an opportunity to negotiate around the "tariff wall," USA TODAY previously reported. In early March, Trump reinstated 25% tariffs on Canada and Mexico. Canada was quick to respond to this trade threat and ushered in its own multi-round set of tariffs, with the first being issued March 5 and subsequent rounds set to follow in late March and again in April. Part of the initial response from Canada included an immediate halt to purchases and the removal of U.S. beverage products, including Kentucky bourbon. "That's worse than a tariff, because it's literally taking your sales away, completely removing our products from the shelves ... that's a very disproportionate response," Whiting with Brown-Forman said. For now, the watch-and-wait game for distillers and Kentucky continues. "It's not just that bottle of bourbon, it's all that it takes to make that bottle of bourbon, to get it to where it needs to go, and everybody that touches it in between, including bottlers, distributors, and you name it," state Sen. Gerald Neal said on CNN News Central on March 17. "Everybody gets affected; it's a big deal in Kentucky." Contact business reporter Olivia Evans at oevans@ or on X, formerly known as Twitter, at @oliviamevans_.
