New customs figures show the US imported about €2.43 billion of wine in the first half of 2026, a fall of roughly 25% in value and 17% in volume from a year earlier. The 15% tariff on European wine, in place since August 2025, is doing most of the damage, and France and Italy, which supply more than 70% of import value, have each lost around a quarter of their US sales.
At Grus Drinks we see this as a reset, not a retreat. Average import prices are falling, which means well-run estates in Spain, Portugal and South America can win shelf space that was locked up for years. Importers who hold inventory, plan for tariff swings and work directly with producers will come out of this stronger.
Restaurants and hotels still want great wine. They now want a partner who can keep the price steady, and that is the business we are building.