Amid plans to expand their whiskey production and enter new markets in Canada and Europe, Brough Brothers Distillery’s ambitions have been thwarted by the uncertainty of tariffs. The Black-owned distillery, led by CEO Victor Yarbrough, has put its Canadian endeavors on hold due to trade conflicts initiated by President Donald Trump. The global appeal of American bourbon has been hindered by these trade disputes, affecting not only Brough Brothers but also other U.S. firms seeking to do business in Canada and Europe.

The industry’s long-term planning has been disrupted by the unpredictability of tariffs, leaving distillers like Brough Brothers and Buzzard’s Roost facing challenges in navigating the market. The threat of tariffs poses a significant risk to American distillers, with potential 50% tariffs in Europe jeopardizing the market for U.S. spirits. The trade conflicts have prompted distillers to consider alternative strategies, such as focusing on domestic sales or exploring new overseas markets.

Small distilleries like The Bard Distillery, owned by Tom Bard, are particularly vulnerable to the impacts of the trade war. Investments to expand into Canada are now uncertain, leading to concerns about lost sales and the need to adapt their distribution strategies. The ongoing trade disputes have created roadblocks for these small businesses, necessitating flexibility and adaptation to navigate the challenging market conditions.

The resolution of these trade conflicts is crucial for the American spirits industry to regain stability and continue its growth in global markets. The industry’s resilience and determination to overcome these obstacles highlight the need for a swift resolution to the trade disputes.