Tariffs, Trade Wars, India And The Future Of Whisky [Forbes]
Diageo plc (DEO)
US:NYSE Investor Relations:
diageo.com/en/investors
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Source: Forbes
Whisky producers look to India's rising middle class and changing trade policies as a new frontier for growth amid slowing Western markets. For many in the whisky industry, 2024 was a tough year. The aftershocks of historic interest rate hikes, introduced in 2022 and 2023 to curb runaway inflation following the pandemic and the war in Ukraine, continued to weigh heavily on consumer confidence. That strain showed up clearly at auction, where whisky prices have been falling since the first interest rate hike in late 2022. So when Donald Trump announced a fresh wave of tariffs, it felt like being kicked while already down. But, ever the optimist, I think there might be some positives buried in the chaos. This time around, the tariff story feels different, and that difference could unlock surprising new opportunities. A Very Different Kind of Tariff War The last time whisky got caught up in a trade war was in 2019, when the U.S. imposed a 25% tariff on a range of European goods
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