US restaurants and bars are swapping out European wines for cheaper alternatives as Trump-era tariffs drive up import costs, with wholesalers warning of more price hikes ahead
NEW YORK: US restaurants and bars are rewriting menus and retailers are adjusting stock as tariffs on European imports drive up wine prices.
Kristen Goceljak, wine director for New York’s Kent Hospitality Group, says certain champagne and cremant brands have become too expensive. “It’s just too expensive,” she said, noting plans to switch to cheaper alternatives after seeing bottle prices rise by around $5.
The changes follow tariffs imposed on imports from regions like Europe. A 15% rate was set last August before being replaced with new levies of at least 10% in February.
Goceljak said a growing number of suppliers have notified her of price increases of as much as 20% this year. She plans to swap out long-standing French labels for more affordable options.
Wholesalers confirm the trend is accelerating as initial strategies to absorb costs run out. “The pressure to pass through costs is mounting,” said Lance Emerson of Republic National Distributing Company.
He said the shift is more pronounced in wine than spirits. Retail shelf prices on some imported wines have already climbed 5-12% in 2025, with more significant increases expected next year.
Restaurants are changing cocktail and wine lists toward lower-cost options, according to Emerson and Zach Poelma of Southern Glazer’s Wine and Spirits. Retailers are cutting product ranges and balancing imports with domestic alternatives.
Poelma said venues may increasingly swap imported wines for domestic ones. Imported wine sales volumes fell around 8% between October and January, while domestic wines were down only 3%.
Some US brands are benefiting from the shift. California’s Josh Cellars saw sales rise 8.3% in a recent period while the overall wine category declined. “The sweet spot in America is a $10-$12 glass of wine,” said Dan Kleinman of Deutsch Family Wine & Spirits.
Los Angeles restaurant Wife and the Somm has swapped European wines on its ‘by the glass’ menu for domestic brands. Owners Chris and Christy Lucchese said prices for European cheeses and meats also jumped, forcing a switch to all-domestic charcuterie.
In some cases, they now pay more for US versions than they previously did for European imports.
The Sun Malaysia
