Bourbon tariffs haven’t ruined the party in “Bourbon City”
LOUISVILLE, Ky. (WAVE) - The threat of new European tariffs imposed on bourbon creates uncertainty for the makers of Kentucky’s signature export.
“What has happened to the American whiskey and the bourbon industry over the last 15–20 years has been phenomenal,” Chris Swonger, Distilled Spirits Council of the United States President, said. “It is a great American success story. Part of that great American success story is to ensure we still are able to export our fine Kentucky bourbon to markets around the world.”
The Distilled Council of the United States (DISCUS) would like to see zero tariffs on both sides of the Atlantic.
President Trump has promised to impose a 30 percent tariff on the EU if a trade deal isn’t reached by August 1.
The EU has promised to retaliate with tariffs of its own.
“It would be crushing,” Swonger said. “But not only crushing to our great Kentucky distillers, but the agriculture community, we start from grain to glass. To our distributor partners, our retail partners, and even bartenders.”
But for bourbon fans in Louisville, tariffs have had no impact.
According to Louisville Tourism, in 2024, the Urban Bourbon Trail tracked nearly a million visitors to Louisville locations.
13 years ago, the city had just 1 bourbon attraction.
By 2026, there will be 25.
“25 new bourbon attractions,” Stacey Yates, Chief Marketing Officer for Louisville Tourism, said. “There is no other city in America that’s investing in attractions at the rate we are here in Bourbon City.”
But tariffs did interrupt a record run of success for the bourbon industry.
During the last trade war, DISCUS reports EU tariffs on bourbon drove sales down 20 percent.
When the tariffs were lifted, sales jumped 60 percent.
While the threat of new EU tariffs stirs up bad memories, tourism officials continue to build on the success of promoting Louisville as the “Bourbon City,” a cool place to enjoy a cool spirit.
“We have a great culinary scene,” Yates said.
“We have other iconic attractions. But bourbon is still that one differentiating point that sets us apart from our competition.”
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