As the tariff wars continue, Americans are getting wearier and more worried about their impact according to a new survey from Stagwell’s Harris Poll. Separately, GroupM has taken a look at the potential impact of a 200% tariff on European wines and spirits that Trump recently threatened to impose on the European Union in retaliation for proposed EU tariff on American whiskey.  

The Harris survey, commissioned by The Guardian, found that 72% of Americans are concerned about tariffs, with 66% believing that the U.S. economy will take years to recover from the ongoing tariff battles. 

A majority of respondents across the political spectrum believe the ongoing tariff dispute will cause a recession, including 89% of Democrats, 57% of Republicans and 69% of Independents. 

Meanwhile at GroupM, its intelligence team looked at the potential impact of a 200% tariff on EU wines and spirits. Commenting on a recent edition of the company’s podcast, Jeff Foster, associate director, business intelligence said that studies show such tariffs would raise the costs of the impacted products to the extent that they would be “put out of reach for most American consumers.” 

Kate Scott-Dawkins, President of GroupM’s business intelligence unit did an analysis of 10 global wines and spirits companies—LVMH and Rémy Cointreau among them--which spent a combined $19.3 billion in advertising, marketing and promotion in 2024. That’s over 20% of the total CPG composite that she and her team analyze to identify trends and projections in the sector.  

LVMH derives about 25% of its alcohol-related sales from the U.S., while for Rémy Cointreau the figure is over 30%. If the U.S. market for those companies takes a dive as a result of the tariffs, the impact on ad spending would likely be significant. 

The good news: a few days ago the EU suspended for now the tariff targeting U.S. whisky. Negotiations will reportedly take place in early April, which could determine whether the booze-related tariffs on both sides go into effect or are averted.  

Pictured above: Carole Quinton, master distiller, Rémy Cointreau.