Trump’s tariffs fail to curb US taste for Europe’s hidden drink gems

Despite President Donald Trump's recently imposed global tariffs, data shows that Americans are looking across the pond for Europe's off-the-beaten-path wine regions and flavours.  At a time when US President Donald Trump has imposed steep tariffs on European imports, US consumers are showing a growing appetite for the very goods that could be hit hardest. According to the European Union, agri-food exports to the US reached €25.1 billion in October 2024, with demand surging for Europe’s more niche wines, cheeses and craft spirits. While classic regions like Rioja and the Loire still draw attention, a wave of interest in less familiar producers - from Slovenia to Navarre - suggests American palates are increasingly craving authenticity, variety, and a story in every sip or bite.

This shift is partly fuelled by younger US consumers who are moving away from craft beer and hard seltzers in search of something more distinctive, according to Circana's April 2024 report. Spirits currently top the list of preferred alcoholic drinks among younger generations in the US, followed by beer and then wine -  positioning Europe’s artisanal beverage sector well to cater to these evolving tastes.

Craft surge among beer and spirits

Europe’s craft beverage scene is thriving beyond wine. In beer, German breweries are pushing boundaries with hop-forward IPAs and barrel-aged creations, while Belgian producers continue innovating with Lambics and Trappist ales. Meanwhile, Scandinavian brewers are drawing attention for their robust stouts and sours, and Central Europe is refreshing its lager legacy with modern styles.

Craft spirits, too, are on the rise. France’s Cognac and Armagnac, along with Spain’s Brandy de Jerez, remain strong export contenders. But there’s also a boom in craft gin across Spain, the Netherlands, and France, with distillers tapping into local botanicals to offer regionally expressive flavour profiles.

According to data from ResearchAndMarkets.com, the European craft spirits market is valued at US$4.31 billion in 2025 and is forecast to hit $7.83 billion by 2030 - a strong signal of growing international demand, including from the US.

The sustainability factor

Sustainability is playing a growing role in US consumer choices, and here too, the EU is positioning itself strategically. The European food industry is investing in eco-friendly packaging, transparent labelling, and farming methods that align with environmental goals.

The EU’s ambitious Green Deal includes converting 25% of its farmland to organic by 2030 and deploying technologies to reduce fertiliser and pesticide use. In the US, sales of organic products hit US$69.7 billion in 2023 - a 3.4% increase year-on-year according to Organic Trade Association, underscoring a clear alignment in values across the Atlantic.

To further raise awareness, the EU has launched the second year of its “More than Food and Drinks, Savoring Stories” campaign in the US. With American interest in “off-the-beaten-path” flavours continuing to grow, Europe’s lesser-known producers may soon find themselves in the spotlight – not just for their distinctive tastes, but for the stories they have to tell.