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vocal about tariff impacts on events. Wine Institute president Robert Koch stated that new tariffs“ will only make it harder for American wineries to regain access to Canada, by far our most important export market.”
The International Bulk Wine and Spirits Show in San Francisco scheduled for 29-30 has adapted its programming around‘ The New Economics of Wine & Spirits’ to explore how‘ supply chain challenges, global tariffs and shifting consumer behaviour are redefining sourcing, pricing and brand growth’.
Distributor Kate Laughlin of Martine’ s Wines describes the atmosphere:“ Each decision right now still feels like a bit of a high-stakes gamble. The scenario remains very difficult to navigate, demoralising and anxiety remains high.”
Supply chain disruptions A major theme at alcohol industry conferences is likely to be around supply chains. Wine depends on complex supply chains, many of which are now under stress. American winemakers report that costs of barrels, bottles and corks – roughly 30 % of total costs before tariffs – are rising significantly. Portugal supplies 60 % of the world’ s cork, making even small events vulnerable to tariff spillover effects.
Attorney Mike Laszlo, representing wine industry clients, notes:“ There couldn’ t be a worse time for new or re-imposed tariffs on the wine business, given what ' s going on with the slowdown in demand and the excess of wine out there.”
The steel industry faces similar challenges. South Korea has requested tariff exemptions during ongoing negotiations, while companies like Hyundai Steel announced a $ 5.8bn Louisiana factory – though it won’ t open until 2029. For the moment, the economic disruption is here to stay. The broader economic impact adds to these difficulties. The World Trade Organisation forecasts global
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merchandise trade will fall 0.2 % in 2025, with North American exports dropping 12.6 %. Reduced trade is likely to mean fewer business trips, smaller conference budgets and a potential postponement of growth or expansion plans.
Regional variations Different regions face varying impacts. Asian events navigate different pressures to their European and North American counterparts. Research estimates global wine exports could shrink 13 %, spirits 22 % and beer 33 % under current tariff scenarios. These projections force conference organisers to reconsider international programming and sponsorship expectations.
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Legal uncertainties Adding complexity, a federal court temporarily halted some Trump tariffs in May after a small wine importer challenged their legal basis, though an appeals court later reinstated them pending review.
Conference organisers can’ t predict which tariffs will survive legal challenges or how long current policies will last. Sponsorship commitments may become harder to secure when the industry is facing such upheaval.
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Left: The Wine Expo, Die Braak, South Africa
Below left: CORK, A Red River Revel Wine Event – a wine event in Louisiana, USA
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Industry response Trade associations are stepping up advocacy efforts. The Wine Institute“ continues to strongly advocate for the removal of wine from all trade retaliation lists” and maintains“ wine, unlike manufactured goods, is a unique agricultural product and should not be targeted in trade disputes unrelated to the sector”.
Some see opportunity. During previous tariff periods, Italian wines thrived as they avoided penalties, with the Italy index performing notably well under Trump ' s administration. Italian wine conferences may even benefit from increased US interest.
Looking forward The event industry’ s challenges reflect broader economic uncertainties. Estimates suggest tariffs could cost the US wine industry hundreds of millions of dollars in lost sales, based on what happened during the first tariff period.
Conference organisers must balance immediate survival with long-term relationship building. Some are postponing major international events until trade relations stabilise. Others are doubling down on domestic programming or virtual alternatives.
The steel and wine industries represent just two sectors grappling with these challenges. Similar disruptions affect automotive, technology and agricultural conferences worldwide. Each faces the same fundamental question: how do you maintain international business relationships when trade barriers keep rising?
For now, as Virginie De Visscher, executive director of business events for Destination Canada has said,“ Uncertainty is the key word”.
Event organisers are having to navigate this new reality. However, by marketing themselves as a knowledge source about how to weather the tariffs, some conferences could in fact become a vital platform in uncertain times. n
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