The measure represents an increase from the current 10% and jeopardizes one of the most important export markets for Portuguese producers, who sold €102.1 million worth of wine to the US last year.

The decision follows the failure of negotiations between Brussels and Washington to reach a more favourable trade agreement before the deadline. Donald Trump had initially threatened even heavier tariffs—up to 200%—but the discussions resulted in an intermediate rate that still seriously concerns the European wine sector.

Significant impact

For Portugal, the impact is particularly significant. The US has established itself as the second-largest destination market for Portuguese wines, representing 2% growth in 2024, behind only France, according to data from ViniPortugal. The Douro region, home to the iconic Port wine, alone exported almost 36 million euros to the North American market last year.

The 15% rate comes at a time when the Portuguese wine sector is already facing difficulties, with more than 500 producers from the Douro region recently protesting in Peso da Régua, denouncing the sharp drop in grape prices, rising production costs, and contract cancellations. The prospect of greater difficulty in accessing the North American market exacerbates these concerns.

According to European diplomats close to the talks, discussions on wine and spirits tariffs will continue throughout the fall, following the finalization of the joint statement on the framework trade agreement agreed between Trump and European Commission President Ursula von der Leyen.

"My perception is that they will stick with the fixed 15% rate. It's less clear on spirits, where I know there's a long-standing agreement that should remain in place for zero or most-favoured-nation tariffs," a senior diplomat involved in the negotiations told Reuters.

The uncertainty has already led some North American importers to suspend orders for European wines, costing European companies around €100 million per week, according to estimates by the European Committee of Wine Companies (CEEV).

Bernard Arnault, chairman of LVMH and Europe's richest man, has been directly lobbying the Trump administration and the European Commission to secure exemptions for wine and spirits. LVMH, owner of brands such as Moët & Chandon and Hennessy, derives nearly 7% of its revenue from the wine and spirits sector in the first half of 2025.

"Reaching an agreement with the US is very important for Europe. Using my modest means and contacts, I hope to be able to convince Europe to adopt an equally constructive attitude," Arnault told French senators.

The imposition of the 15% tariffs marks another chapter in the escalating trade tensions between Washington and Brussels, placing the European wine sector—and the Portuguese wine sector in particular—in a vulnerable position in one of its most valuable and strategic markets.