The CEO of Suntory Holdings, the Japanese owner of Jim Beam and Maker’s Mark, has warned that Donald Trump’s protectionist trade policies could lead to global boycotts of American brands, particularly in Europe, Canada, and Mexico.
Speaking to the Financial Times, Takeshi Niinami said the company is preparing for reduced acceptance of U.S. whiskey abroad due to tariffs and consumer backlash. Suntory has adjusted its 2025 strategy accordingly, focusing more on domestic sales rather than exports.
Trump’s recent executive order imposing sweeping tariffs—25% on Canadian and Mexican goods and 10% on Chinese imports—has fueled economic nationalism in key markets. In Canada, some political leaders have already called for removing American alcohol from store shelves.
Niinami expressed concern over the potential impact, particularly in Mexico, where Suntory also owns tequila brands. However, he remained hopeful that economic realities would push Trump toward a more pragmatic approach, warning that widespread tariffs could ultimately hurt the U.S. the most.
Japan’s Prime Minister Shigeru Ishiba is set to visit Washington this week to discuss trade, with expectations that Japan will pledge increased U.S. gas purchases and infrastructure investments to ease tensions.
