French Wine Exports to U.S. Plunge 20% After Tariffs Hit Alcoholic Beverages

Wine Paris, one of the world’s largest professional wine trade shows, opened its doors Monday in the French capital amid a challenging period for the global wine industry. The event, which runs for three days at the Paris Expo Porte de Versailles, brings together 6,200 exhibitors and expects to welcome 60,000 visitors from around the world. Attendees include buyers, distributors, government officials, and representatives from the European Commission. French President Emmanuel Macron inaugurated the show.

This year’s edition takes place against a backdrop of geopolitical tensions, shifting consumer preferences, and climate-related challenges. The sector faces declining consumption in traditional markets and ongoing trade disputes between major economies such as the United States, China, and the European Union. French wine exporters are preparing to present their 2025 commercial results on Tuesday, with early figures indicating a difficult year. According to French customs data, beverage exports fell by 7% last year. Exports to the United States—France’s largest market for wine, champagne, and spirits—dropped by 20% to €3.2 billion. The decline accelerated in the second half of the year after U.S. authorities imposed tariffs of first 10% and then 15% on European alcoholic beverages.

The industry is also dealing with overproduction in some regions of France. The government recently announced a new plan to support vine removal for growers facing surplus stock. Despite these difficulties, organizers see opportunities in emerging markets and new trade agreements. Rodolphe Lameyse, CEO of Vinexposium—the company behind Wine Paris—acknowledged the sector’s current challenges but pointed to potential growth areas. He highlighted recent free trade agreements such as Mercosur and a new deal between the EU and India that will reduce tariffs on European alcohol.

Lameyse also noted that retaliatory measures taken by Canada against American alcohol imports since 2025 have created openings for other suppliers in a market worth $1 billion. He expressed hope that Wine Paris would serve as a platform for dialogue across the global wine industry.

A notable feature of this year’s show is the debut of a dedicated pavilion for non-alcoholic wines and beverages. For the first time, about sixty exhibitors specializing in alcohol-free products will showcase their offerings under the “Be no” banner. This reflects growing demand from buyers seeking to diversify their portfolios and meet evolving consumer expectations for sustainable options.

Philippe Tapie, president of Bordeaux Négoce, said he is counting on Wine Paris to connect with clients and secure new business despite recent setbacks from U.S. tariffs and currency fluctuations. He explained that every 1% increase in tariffs typically results in a corresponding 1% drop in trade volume—a trend confirmed by recent data. However, he noted that end-of-year sales in the U.S. were strong as importers stocked up ahead of political changes.

While fewer Chinese buyers are expected this year due to the Lunar New Year holiday and sluggish domestic demand in China, organizers anticipate strong attendance from North America and Latin America.

The inclusion of non-alcoholic wines marks a shift in attitudes within France’s traditionally conservative wine sector. Lameyse said that just three years ago, such products were met with skepticism but are now seen as an opportunity rather than a threat to traditional wine sales.

As Wine Paris unfolds this week, industry leaders hope that innovation and new partnerships will help them navigate ongoing crises and adapt to changing global markets.