Suntory weighs shifting whisky supply amid US tariff hike

Japan’s Suntory Holdings Ltd. is mulling redirecting its whisky supply to its home market and other Asian countries after US President Donald Trump imposed a 24 percent tariff on Japanese imports, making sales in the US potentially unsustainable, stated media reports.

President of Suntory Makoto Torii, who assumed leadership on March 25 stated, “We will produce and try to sell locally. That’s the key strategy with the tariffs.”

Trump announced the highest American tariffs on Wednesday, targeting multiple trading partners, with Japan one of the hardest hit. The move poses a significant challenge for Japanese companies like Suntory, which have spent years expanding globally to counter Japan’s ageing and shrinking consumer base.

Meanwhile, Japan’s Trade and Industry Minister Yoji Muto confirmed on Thursday that the country is keeping all options open in response to Trump’s sweeping trade measures.