Diageo, the parent company of Guinness and one of the world’s largest spirits manufacturers has warned that its operating profit could take a $200m hit if the United States implements tariffs on imports in March.
The company’s Chief Financial Officer, Nik Jhangiani, announced on Tuesday, noting that Diageo has strategies in place to mitigate the potential financial impact.
The U.S. market is Diageo’s largest, accounting for approximately 45 per cent of its total sales, with a significant portion coming from products that must be produced in Mexico or Canada, such as Don Julio tequila and Crown Royal Canadian whisky.
The warning follows an earlier threat by U.S. President Donald Trump to impose a 25 per cent tariff on imports from both countries. While the tariffs were initially set to take effect on Tuesday, the administration has postponed their implementation until March 1, leaving businesses uncertain about the outcome.
Jhangiani stated that if the tariffs were enforced, the estimated $200m impact on operating profit would affect the rest of Diageo’s financial year, which ends on June 30. However, he emphasized that the company has developed measures to mitigate approximately 40 per cent of this impact before considering potential price adjustments.
“We feel today that we could cover around 40 per cent of that before any pricing actions,” Jhangiani told reporters during a call discussing Diageo’s interim financial results.
Diageo’s Chief Executive Officer, Debra Crew, added that the estimated financial hit was based on the current scenario and did not factor in potential escalations or retaliatory measures from Mexico and Canada according to Reuters.
“We’re planning for all scenarios,” Crew stated, underscoring the company’s proactive approach in response to trade uncertainties.
To counter the potential financial impact, Diageo is exploring a range of options, including reallocating resources, making adjustments to its supply chain, implementing pricing strategies, and engaging in discussions with the Trump administration. Company executives also highlighted steps already taken, such as “inventory management” strategies that involve shipping products into the U.S. ahead of potential tariff enforcement.
Importantly, the executives clarified that the tariffs would be applied to input costs rather than the retail price of products. However, the uncertainty surrounding the situation has prevented Diageo from providing clearer guidance on its future earnings.
As the March 1 deadline approaches, Diageo, along with other global businesses, remains on high alert for any developments in U.S. trade policy that could affect operations and profitability.
