May 2025 Brief
Red, White, & Brew
“Well, I can’t fix that / But I can fix a drink” – Chris Janson, ‘Fix a Drink’
Tariffs have become the primary talking point when it comes to the economy and investment strategy in 2025. With news constantly shifting over which deals are on, or off, the table, one thing seems certain; foreign goods have been getting more expensive. As the hot summer weather approaches, it’s worth considering how these tariffs may impact something that helps you keep cool and entertained: your beverage of choice. Whether you’re lounging on a beach or hiding indoors with the AC on full blast, you might find your favorite CH₃CH₂OH-infused drink costing more this summer. One way to avoid many of these rising costs? Reach for good ol’ American-made products on the shelf.
When it comes to American wine, most people first think of California and more specifically, Napa Valley. Oregon, especially the Willamette Valley, often comes second. These regions absolutely deserve top billing when discussing wine made in the USA, but with America’s diverse climates and elevations, we produce bottles that can easily stand up to the best international offerings. Currently, there are 276 established American Viticultural Areas (AVAs), with 55% of them being located in California. Including California, 28 states have at least one AVA. So, if you haven’t, you should definitely give some other American made wines a try; I especially enjoy Rieslings from the Finger Lakes. Fun fact: the smallest AVA is in Hawaii. The Ulupalakua AVA spans just 16 acres of vineyards and produces varietals commonly found in Southern France.
America also has a rich history in spirit-making, one that was disrupted but, luckily, not destroyed by Prohibition. In the world of American spirits, Kentucky bourbon reigns supreme, but many other distilled products deserve recognition. Vodka, for instance, has outsold whiskey since the 1970s, with Tito’s being one of the more famous homegrown Texas labels. Gin and rum, though often associated with overseas origins, also have many great American-made options.
Beer’s history can be traced back to the Sumerians in 4000 BCE. Bearing that in mind, only the best brews have been around since 1776. In most stores, the domestic beer section far exceeds the imported one, making it easy to stay local. With the previously threatened 200% tariffs on European alcohol, the price of Champagne could have skyrocketed. Personally, I wasn’t too concerned because we have the “Champagne of Beers” with Miller High Life in our toolbelt and can bypass the need for European bubbles if required. Regardless if it’s light, pilsner, IPA, lager or stout – reaching for one made locally, or at least in the USA, may provide more bubbles for your buck.
Thankfully, we’ve likely seen the worst of the tariff threats since Liberation Day, as many of the more severe hikes have been taken off the table. Still, your favorite imported beverages may continue to cost more. Whether due to the product itself or the rising costs of ingredients, packaging, and shipping, either way, your next drink might come with a slightly higher tab. Finding budget friendly USA beverages don’t necessarily mean a step down in quality or taste, and may keep you on track with your financial plan!