The Japanese owner of Jim Beam and Maker’s Mark bourbon whiskies expects that some global consumers will boycott its American brands as part of a backlash to Donald Trump’s protectionist trade policies.
Takeshi Niinami, chief executive of drinks giant Suntory Holdings, said it was planning on the assumption that its US brands would be “less accepted” because of the threat of tariffs and the “emotion” of consumers in major markets, including Europe.
“We laid out the strategic and budget plan for 2025 expecting that American products, including American whiskey, will be less accepted by those countries outside of the US because of first, tariffs and, second, emotion,” he told the Financial Times in an interview.
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