Navigating the Impact of Tariffs on International Food & Beverage Brands

Trade tensions between the U.S. and the global community continue to escalate, with new tariffs announced by President Trump this week threatening to disrupt the food and beverage sector. These developments present significant challenges for international brands that have spent years establishing a foothold in the U.S. market. However, by refining marketing strategies and leveraging new sales channels, brands can mitigate the impact and maintain consumer loyalty.

Stay Aggressive Yet Strategic in Marketing

In response to these tariffs, European and other international brands must take a proactive approach to marketing. Partnering with a team that understands the complexities of the evolving trade environment is essential. Success isn’t just about visibility—it’s about smart, data-driven investments that yield tangible returns.

Focus on Measurable ROI

With economic uncertainty looming, every marketing dollar must be spent wisely. Brands should prioritize strategies that offer measurable returns, such as:

• Retail Media Advertising: Investing in platforms like Instacart and targeted store promotions can generate high returns, often ranging from two to eight times the initial investment.
• Performance-Based Digital Advertising: Data-driven campaigns ensure marketing budgets are optimized for maximum impact.
• Affiliate Marketing: Partnering with content creators and advocates who earn a commission on generated sales provides a cost-effective, results-oriented approach to driving revenue.

Leverage Influencers & Content Creators

As traditional media contracts due to shifting advertising revenues, influencers and content creators play an increasingly vital role in brand promotion. To maintain consumer engagement, European brands should:

• Build Strategic Partnerships: Engage influencers through product gifting, paid collaborations, and affiliate marketing.
• Tell Authentic Stories: Use trusted voices to highlight brand heritage, quality, and authenticity in a way that resonates with consumers.
• Drive Direct Sales: Utilize influencers to promote direct-to-consumer channels, reducing reliance on traditional retail distribution.

Highlight Your Differentiators

Higher tariffs will inevitably lead to increased prices for imported products, making brand differentiation more crucial than ever. European and international brands must emphasize their unique selling points, such as:

• Authenticity & Heritage: Reinforce the product’s story, whether it’s a French cheese with centuries of tradition or an Italian extra virgin olive oil crafted using time-honored methods.
• Superior Quality: Clearly communicate why consumers should be willing to pay a premium, emphasizing taste, craftsmanship, and exclusivity.
• Sustainable & Ethical Practices: Consumers are increasingly drawn to brands that prioritize sustainability, fair trade, and ethical sourcing.

The Bottom Line: Adapt, Don’t Retreat

Navigating these tariffs requires agility, intelligence, and collaboration with trusted partners. International brands that integrate their marketing teams as core members of their strategy—rather than treating them as external vendors—will be better positioned to succeed.

By staying aggressive yet strategic, leveraging measurable marketing tactics, and effectively differentiating their products, international food and beverage brands can not only weather the storm but also emerge stronger. Additionally, it’s important to remember that tariffs may be short-lived, whether due to political shifts or policy changes. Hibernating is not an option—competitors, both domestic and international, will seize the opportunity to capture market share.  And simply retreating back to your home country will wind up costing more in the long run if you return.  Remaining active and competitive despite economic uncertainties is essential for long-term success in the U.S. market.

Robert Barletta, Executive VP at Marino, runs the agency’s food and beverage practice and is a market entry expert particularly for Italian F&B brands.