Tariffs
How US tariffs are impacting wine and steel events
TRUMP’ S TARIFFS ARE FORCING CONFERENCE ORGANISERS TO NAVIGATE UNPRECEDENTED ECONOMIC UNCERTAINTY. BUT IS IT ALL DOOM AND GLOOM? THEO REILLY REPORTS
P resident Trump’ s tariff
programme has lasted longer than many thought. Far from a brief sanction, tariffs on commodities like alcoholic drinks, steel and automotive parts are still active and exerting a major impact. In this article, we will focus on the steel and alcoholic drink( mainly wine) industries, and how meeting planners can cope with the pressure.
From steel conferences in Europe to wine industry meetings in California, one of the main threats organisers face is declining attendance and precarious sponsorships. Ultimately, the central issue is uncertainty – who can predict whether delegates will actually turn up in such challenging times? Companies will be working overtime to resolve the massive supply chain and cost issues incurred by the tariffs. Will executives even have the time to make long-haul flights?
Furthermore, tariffs promote domestic markets. As American suppliers find American producers more economical than their European counterparts, they may be more inclined to attend domestic events as opposed to international ones.
However, as the industry weathers the tariff squeeze, some companies may in fact look to events as a way of boosting partnerships, gaining knowledge and finding out how others are dealing with the challenges ahead. Indeed, the Wine Paris exhibition on 12 February 2025 reported record attendance, with almost 53,000 visitors of whom 45 % were international( from 154 countries).
“ Each decision right now still feels like a bit of a highstakes gamble. The scenario remains very difficult to navigate, demoralising and anxiety remains high.”
Left: Donald Trump addressing a crowd in Maryland
The tariff escalation began in March with 25 % duties on steel and aluminium, jumping to 50 % by June. Wine and alcohol tariffs range from 10 % to 30 % depending on origin, with European wines hit at 20 %.
Events under pressure Steel prices have jumped dramatically, with shares of US steelmakers surging 11-24 % as tariffs took effect. This price volatility creates major planning issues for event organisers whose budgets were set months ago. Equipment costs for staging events have risen alongside steel prices.
Major conferences in the industry:
• Made in Steel 2025( Milan, Italy) – Europe ' s premier steel industry gathering
• 3rd European Green Steel Summit 2025( Europe) – Lowcarbon steel technology conference
• AISTech 2025( North America) – Largest annual iron and steel technology conference in North America
• Middle East Iron & Steel 2025( Dubai, UAE) – Regional steel trading event, featuring sessions and networking events
• Annual Conference of the American Association of Wine Economists – Academic conference focused on the economic analysis of wine markets by economists
• Beverage Forum – Global event where key leaders in the beverage market industry meet and network
International attendance is most at threat. European steel executives now face higher travel costs and uncertain business prospects in US markets. Their American counterparts, in turn, are likely to be worrying about retaliatory measures that could affect overseas expansion plans.
Wine industry voices concerns The wine sector has been more
48 / CONFERENCE & MEETINGS WORLD / ISSUE 137