News Briefs for May 9, 2025
•Further to yesterday’s news regarding the new trade agreement between the U.S. and U.K., beverage alcohol products from the U.K. will still be under a 10% tariff in the U.S. despite the deal. It had been hoped that levies on U.K. exports like Scotch whisky, gin, and beer would be removed. Separately, the European Union has added Bourbon back onto its list of goods to be tariffed unless it can come to a broader agreement with the U.S. regarding trade. Bourbon had been excluded from a previously list of goods targeted for retaliatory tariffs.
•Diageo has been named the Official Spirits Supporter of the 2026 FIFA World Cup in North, Central, and South Americas. The partnership will see Diageo and FIFA hosting brand activations in the tournament’s 16 host cities covering brands like Casamigos, Don Julio, Buchanan’s, Johnnie Walker, and Smirnoff. In addition to brand activity in the host cities, Diageo will promote this new partnership throughout the Americas. Diageo is the world’s largest spirits marketer, with its brands accounting for more than 25% of the total value of the world’s top 100 spirits, according to Impact Databank.
•Aguardiente brand Bacan has tripled its U.S. distribution footprint, with the brand now available in 10 states. The brand comes in two varieties, one at 24% abv and one at 29% abv, with each retailing for $50 a 700-ml. They originally launched in New York, New Jersey, and South Florida in 2024. In addition, Bacan’s two varieties are available in a two-pack of 200-ml. bottles for $35. The distribution expansion sees the brand, which is imported by Royal Wine Corp., partner with Stefano Selections for Washington, D.C., Maryland, and Virginia; with Heritage Wine & Spirits in Kentucky; Great Lakes Wine & Spirits in Michigan; Southern Glazer’s in California and Nevada; and Morales Beverage Group Distribution for additional regions in Florida.
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