European Spirits Brands should stay the course in the US - and lean into DTC

As political uncertainty builds ahead of the 2025 US election, many European spirits brands are wondering whether to continue their ambitious expansion into the American market. With discussions around the return of tariffs under the Trump administration, it’s understandable that caution is rising. But the data shows clearly: European brands should stay the course — and even innovate their go-to-market strategies.

In 2024, the United States remained the single largest export destination for EU alcoholic beverages, accounting for a full 30% (€8.9 billion) of the EU’s total alcohol exports. Spirits and liqueurs alone made up €2.9 billion of this figure, highlighting the US's strong demand for premium European products. Retreating now would risk surrendering hard-earned market share to new competitors, at a time when EU alcoholic beverage exports overall have demonstrated impressive resilience, growing nearly 11% since 2019.

Direct-to-Consumer (DTC) sales also present a strategic opportunity. While total DTC wine shipment volumes fell 4% year-on-year in March 2025, the average price per bottle climbed over 5% to a record $60.78 — and sales of $100–$149.99 bottles skyrocketed by over 370% in both value and volume. This signals a key trend: American consumers are increasingly willing to invest in premium, high-quality beverages, despite overall economic uncertainty.

For European spirits brands, especially those with strong heritage and craft credentials, this represents a golden moment to deepen direct relationships with US consumers. Investing in DTC not only mitigates tariff risks by preserving more margin but also builds brand equity with the most valuable customers — those who are trading up rather than cutting back.

The next 12–18 months will separate the bold from the cautious. Brands that adapt, innovate, and continue to invest in their US footprint will be best positioned to capture the long-term upside of a market that remains, by far, the world's most valuable for premium spirits.

Now is not the time to step back. It’s the time to evolve — and thrive.