The impact of tariffs imposed by former President Donald Trump is being felt deeply in the Cognac region of France, which is known for its famous brandy. This small area, only half the size of Surrey, exports about €1 billion worth of products to the United States each year. However, this vital trade is now in jeopardy due to ongoing trade tensions.
In the heart of Cognac, we met Amy Pasquet, an American who owns JLP Cognac with her French husband. She understands the strong historical ties between the U.S. and France, especially from the time of the war when American soldiers developed a taste for Cognac. This connection has persisted through generations, influencing both culture and consumption. Pasquet notes that many in the African-American community continue to enjoy Cognac, just as their ancestors did.
However, the current tariff situation has created uncertainty. Pasquet mentioned that while some consumers are turning to bourbon due to rising prices, others remain loyal to Cognac. The tariffs threaten not just sales but the very essence of a centuries-old tradition.
Another producer, Pierre Louis Giboin, whose family has been making Cognac for over 200 years, expressed concern about the future. He remarked that the region has enjoyed a decade of prosperity, but the tariffs mark a significant change. Many smaller producers like him are now forced to seek new markets as major houses like Hennessy and Remy Martin reduce their orders.
The mood is tense among producers. In the Bordeaux wine region, Sylvie Courselle is also feeling the pressure. Her family has been in the wine business since the 1940s, but the uncertainty surrounding exports to the U.S. is causing sleepless nights. She and her distributor, Gerry Keogh, are worried about the far-reaching effects of the trade war.
As these producers face challenges, they also express frustration over the broader implications of the tariffs. Many feel caught in the middle of a trade war that seems unjustified and damaging to longstanding relationships. The sentiment among the French is that the U.S. is forgetting the importance of their alliance.
The historical bond between the U.S. and France, forged through shared struggles for liberty, is now strained. As the trade war continues, it poses a risk not only to the economy but also to the cultural ties that have long connected the two nations. The future of Cognac—and the relationships built around it—hangs in the balance as both sides consider their next steps.