US tariff removal on Irish whiskey will restore level playing field

The announcement by President Trump is most welcome news for Boann and for the wider Irish whiskey industry and according to EY Ireland it will improve the competitive position of Irish producers in their most important export destination

 

The planned removal of the US tariff on Irish whiskey will provide greater certainty for future investment and restore a level playing field, Meath-based Boann Distillery has said.
Welcoming President Trump’s announcement, Boann founder and managing director Pat Cooney said the decision was particularly significant for independent distilleries seeking to build their presence in the United States.
The US is the world’s largest market for Irish whiskey, accounting for approximately one in every three bottles sold globally, and represents around 30 per cent of Boann’s business.
Irish whiskey exports to the US declined by 5% in 2025, according to Bord Bia.

“The announcement by President Trump is most welcome news for Boann and for the wider Irish whiskey industry,” said  Cooney.
“The full details and the date of implementation are not yet known, so we will need to see those before assessing the complete significance of the announcement. However, it is a very positive development for our industry.”
“The tariffs have increased the shelf price paid by American consumers and dampened the enthusiasm of retailers and distributors to stock Irish whiskey. That put us at a clear disadvantage to UK whisky, which has benefited from a zero tariff since July.
“Removing the tariff will put Irish Whiskey on a level footing with UK Whisky and bring much-needed certainty to the trading environment.

Bringing tourism to Irish distilleries

Boann is currently constructing a visitor centre at its Drogheda distillery.  Cooney said increased international awareness of Irish whiskey could also encourage more tourists to visit Irish distilleries, which already attract approximately one million visitors annually. Boann ships products close to 70 countries.

“For a family business such as ours, certainty matters. It allows us to plan ahead, and continue investing in the distillery.”
He said the timing of the announcement was particularly welcome in advance of the crucial holiday trading period.
“Thanksgiving is the big festive occasion in the US, so Irish whiskey should benefit from both the heightened awareness surrounding this announcement and, once the change takes effect, a more competitive shelf price.

“Irish whiskey has a long and very special association with America. Until around 1920, it dominated both the US and global markets, accounting for more than 70 per cent of whiskey sales.
“We now have an opportunity to introduce a new generation of American consumers to the depth and distinctiveness of Irish whiskey.”

Improve our competitive position

The 10% tariff on Irish whiskey has created a competitive disadvantage relative to Scotch whisky and Northern Irish whiskey, following earlier tariff measures. Its removal would therefore likely improve the competitive position of Irish producers in their most important export destination and could support increased sales volumes, investment and rural employment across the island, according to Aidan Meagher, co-head of Geopolitical Strategy at EY Ireland said:

“This is really welcome news for Irish whiskey, and it couldn’t come at a better time for an industry that has worked so hard to grow its footprint in the US, still by far its most important export market.

“Our advice to businesses in the meantime is to keep planning as normal, stay agile enough to move quickly once the detail is confirmed, and use the interim period to look at options, whether that’s in pricing, distribution, partnerships or how they position against competitors in the US market.”