French Wine Exports to U.S. Drop Sharply as Tariffs and Currency Shifts Hit Market

French wine exports to the United States have seen a notable decline in recent months, raising concerns among producers and importers on both sides of the Atlantic. Several factors are contributing to this downturn, including additional tariffs and currency fluctuations that have affected the competitiveness of French wines in the American market.

Pamela Wittmann, a specialist in wine imports, points to the 15% additional tariffs imposed on French wines as a major obstacle. She also highlights the weakened dollar against the euro, which has made French wines more expensive for American buyers. According to Wittmann, these economic pressures are compounded by ongoing uncertainty and frequent policy changes from the current U.S. administration. This environment makes it difficult for importers to plan ahead or make long-term commitments, further complicating the market for French wine.

Despite these challenges, some industry professionals remain optimistic about American consumers’ loyalty to French wines. Eric Forêt, who manages a portfolio of French wine brands in the U.S., notes that demand has not disappeared. He reports that there was no significant drop in consumption during January—a month often associated with reduced alcohol intake—and that sales actually increased by 25% compared to January 2025. However, he observes that buyers are now more cautious and selective. Many are turning to lesser-known appellations or regional alternatives to famous names like Sancerre, Chablis, Saint-Émilion, or Châteauneuf-du-Pape, seeking quality at more affordable prices.

Wittmann adds that the best-selling French wines in the U.S. currently fall into two price categories: those between $15 and $20, and those above $100. This trend is supported by data from the State of the US Wine Industry report by Silicon Valley Bank, which shows that entry-level and mid-range segments are experiencing the sharpest declines. In contrast, premium wines and prestigious vintages are proving more resilient. This polarization reflects a broader trend toward premiumization in the wine market, where value is increasingly concentrated in higher-end products.

The current situation is challenging for many French producers who rely on exports to the U.S., but there are signs of adaptation and resilience within the industry. Forêt recently attended Wine Paris, an international trade event, and observed renewed enthusiasm among producers and exporters. He believes that while the boom years of 2000 to 2015 may not return soon, there is now a sense of stability after a period of turbulence. This predictability allows businesses to plan more effectively, even if conditions remain far from ideal.

Forêt emphasizes that success in this environment requires agility and innovation. Producers must be responsive to market changes, offer flexibility to clients, and maintain strict control over costs. He also stresses the importance of ongoing innovation—not only in viticulture and winemaking but also in marketing strategies and label design. The use of modern tools such as artificial intelligence is becoming increasingly important for staying competitive.

Wittmann remains cautious about short-term prospects for French wine exports to the U.S., predicting that recovery will take time. She notes that many American importers are still working through backlogs and excess inventory from previous years and are not actively seeking new products at this time. However, she believes that transatlantic trade relations will eventually stabilize. In her view, French wines that deliver real value and appeal to younger generations will continue to find a market in the United States.

The decline in French wine exports comes at a time when global competition is intensifying and consumer preferences are shifting rapidly. While immediate challenges remain significant, industry leaders agree that adaptability and innovation will be key to regaining momentum in one of France’s most important export markets.