Taxing times

Although the worst case scenario of US tariffs of 25% did not come to pass, the increase from 2% to 15% will still pose huge problems for breweries who export heavily to America.

President Honda of Kumamoto brewery Chiyosono Shuzō (千代の園酒造) has seen his sake make significant inroads to the US over the last 20 years. They export 4–5% of their production, of which 70% goes to the US. He points out that [of course, just like the pandemic] the timing is particularly poor, as it drives up the price of sake just as it’s becoming better known and imports are rising after crashing during the pandemic.

President Honda is already setting his sights on other countries in south-east Asia to make up for anticipated losses in US sales. The Kumamoto prefectural government also received 35 enquiries between April and July 2025 from businesses asking for support in the event of a significant loss of business. 80% of companies asking were in the manufacturing sector.

In Tochigi Prefecture, Tonoike Shuzō (makers of Sanran and Bō) were preparing to ship 200 cases of their sake to the US. Their 10 year streak of exporting to America looked like it might falter as the tariffs came into force, resulting in temporary delays to container shipments.

Company president Shigeki Tonoike commented that like all breweries they are facing the double whammy of rising raw material costs and US tariffs, and in response have chosen to focus on communicating the appeal of sake and promoting higher-end products to luxury restaurants in the US.

Katsuhiko Miyasaka, of Miyasaka Shuzo (makers of Masumi) in Nagano Prefecture said they will inevitably be affected by tariffs and he expects US sales to fall. If the 15% tariff remains in force, they will have to rethink their global strategy.

One brewery that isn’t complaining is Dassai, who opened their New York State brewery in 2023. Company president Sakurai commented that their locally produced sake was about the same price as imported sake before the tariff hike, but will now enjoy a significant price advantage.

—–
関税2％→15％ アメリカでの日本酒人気に立ちはだかる“トランプ関税” 新たな輸出先に東南アジアなども検討 (TBS News Dig, 1 Aug 2025, Japanese)
日米関税決着で「日本酒」に逆風…だけでなくチャンスも？ アメリカ現地生産の「SAKE」に熱気 (TBS News Dig, 1 Aug 2025, Japanese)
“トランプ関税” 益子町の酒造会社 現地で商品の魅力PRへ (NHK Tochigi News Web, 7 Aug 2025, Japanese)
“トランプ関税” 輸出に力を入れる製造業、酒蔵は今後の影響を注視 (NBS, 7 Aug 2025, Japanese)