Factbox-From Johnnie Walker to Corona beer, major alcohol firms could see tariff hit By Reuters
Impact of Tariffs on Beverage Companies: U.S. President Trump's new tariffs on imports from Mexico, Canada, and China could significantly affect major beverage companies like Diageo, Pernod Ricard, and Constellation Brands, with potential earnings impacts due to their reliance on imported products.
Retaliatory Measures by Canada and Mexico: Both Canada and Mexico have announced retaliatory tariffs in response to the U.S. tariffs, which may further complicate the market for American whiskey and tequila brands, affecting companies such as Brown-Forman and Becle.
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Investor Sentiment: Investors are shifting away from tech stocks in search of safer assets, with a notable decline in major tech companies like NVIDIA and Oracle, which have seen significant losses over the past months.
Consumer Staples Appeal: As the market moves towards risk-off environments, consumer staples are becoming more attractive to investors due to their consistent sales and strong dividend income, despite the tech sector's previous dominance.
Stock Performance: Companies like Procter & Gamble and Reynolds Consumer Products are showing resilience, with Procter & Gamble maintaining its dividend increases for 70 consecutive years, while Reynolds has successfully mitigated tariff impacts.
Market Trends: The article highlights a potential shift in market dynamics, with consumer staples stocks breaking out and gaining attention from analysts, suggesting a strategic pivot for investors looking for stability amidst market volatility.

Super Bowl Significance: The Super Bowl is the most-watched annual televised sporting event in the U.S., making it a crucial time for retail sales.
Retail Peak for Snacks and Beverages: The week leading up to the Super Bowl sees a surge in sales for snack and beverage brands as Americans prepare for gatherings.
- Revenue Decline: According to the Distilled Spirits Council, U.S. spirits supplier revenue fell 2.2% to $36.4 billion in 2025, reflecting the impact of economic pressures and weakened consumer confidence on discretionary spending.
- Volume Growth and Consumer Shift: While overall volumes rose 1.9% to 318.1 million 9-liter cases, the revenue decline indicates a shift towards lower-priced spirits as consumers cut back on premium purchases, highlighting a significant change in market consumption patterns.
- Premixed Cocktails Surge: Sales of premixed cocktails increased over 16% year-on-year to $3.8 billion, indicating a consumer preference for lower-priced options, with this category more than doubling its market share since 2021.
- Export Challenges: U.S. spirits exports fell 9% year-over-year in Q2 2025, primarily due to trade tensions and tariff uncertainties, prompting industry leaders to call for the reinstatement of zero tariffs to foster growth.
- Amazon Investment: Berkshire Hathaway holds 10 million shares of Amazon, valued at approximately $2.4 billion, representing only 0.1% of its portfolio; however, with over 200 million Prime members and $530 billion in sales, the company shows strong market potential, likely maintaining a 10% growth rate into 2025.
- Alcohol Market Dynamics: Despite U.S. alcohol consumption hitting a multi-decade low, Berkshire's increased stake in Constellation Brands indicates a long-term bullish outlook on premium brands, anticipating a recovery in consumption as the economy stabilizes.
- Oil Giant Investment: Berkshire's 264.9 million shares in Occidental Petroleum are valued at nearly $12 billion, making it one of its top six holdings, reflecting confidence in the traditional energy sector, especially as oil demand is expected to persist for decades.
- Market Outlook Analysis: The International Energy Agency predicts global oil consumption will peak by 2050; while renewable energy is the future, the oil industry still presents profitable opportunities in the short term, particularly as prices are expected to recover.
- Strong Market Performance: The Consumer Staples Index has risen 6.6% year-to-date, outperforming the S&P 500 by over 500 basis points, indicating the sector's defensive strength amid market volatility and reflecting investors' preference for stable returns.
- Fundamental Improvement: Despite facing headwinds such as elevated input costs and shifting consumer behavior during the 2023-2025 period, these pressures are beginning to ease, setting the stage for a more sustainable recovery with better performance expected ahead.
- Emerging Investment Opportunities: Analysts at Wells Fargo highlight household and personal care as areas of interest, although clearer evidence of improving data is needed to confirm trends, with Church & Dwight, Procter & Gamble, and Edgewell Personal Care receiving overweight ratings.
- Positive Beverage Stock Outlook: Beverage stocks are expected to show sustained recovery into the summer, particularly beer companies like Constellation Brands and Anheuser-Busch InBev, which are viewed as the most attractive recovery trades, reflecting market confidence in consumer staples.
- Brand Strength: Constellation Brands' Modelo and Corona beers account for 90% of its total revenue, and despite a historic low of 54% in U.S. adult alcohol consumption, the demand for premium brands remains strong, indicating the company's competitive advantage in future market recovery.
- Focus on Premium Products: The company has divested its lower-end wine brands like Woodbridge, with CEO Bill Newlands stating that focusing on high-end products will enhance performance, suggesting that this strategy will lead to higher profit margins in the future.
- Attractive Stock Valuation: The stock is currently valued at only 14 times the projected earnings of $11.61 per share for fiscal 2026, which is lower than most peers in the industry, while the dividend yield stands at 2.5%, indicating investment value and attracting investor interest.
- Buffett's Endorsement: Berkshire Hathaway purchased 5.6 million shares of Constellation Brands in late 2024 and subsequently increased its stake, reflecting confidence in the company's future despite ongoing market challenges.










