US whisky drinkers doubt tariff relief will lower Scotch prices

A survey of 1,025 American readers of The Whiskey Wash found most expect retailers or importers to keep any savings if the Scotch whisky tariff is removed. The results suggest the levy has already changed consumer price expectations, even before any official rollback.

Why it matters: - The survey suggests tariff relief may not quickly translate into lower shelf prices for US shoppers. - Consumer scepticism could blunt the near-term sales boost Scotch brands hope to get if the 10% levy is lifted. - The findings point to a broader trust problem around value, not just a pricing issue.

What happened: - The Whiskey Wash surveyed 1,025 US-based readers from 1 to 31 May 2026. - 58.1% said they expect retailers or importers to keep the saving if the Scotch tariff is removed. - 26.1% expect Scotch to become noticeably cheaper. - 15.7% were unsure. - 64.5% said they had noticed Scotch prices rise since the tariff was introduced. - 18.7% saw no change. - 16.8% were unsure. - 53.2% said they expect to buy about the same amount of Scotch after the tariff changes. - 24.8% expect to buy more. - 9.6% expect to buy less. - 12.4% said they had not heard the tariff was being removed. - The tariff is still in place. - The 10% levy was introduced on Scotch whisky in 2025 and has not yet been lifted. - The Scotch Whisky Association says it hopes to see the tariff removed in the coming months.

The details: - Mark Littler, owner and editor-in-chief of The Whiskey Wash, said readers clearly noticed prices rise and do not expect that to fully reverse when the tariff goes. - Littler said the tariff changed how people feel about the value of Scotch and that perception will not reset overnight. - Littler said removing the tariff is good news for Scotch, but it is a starting point rather than a full fix. - Littler said brands that use the moment to rebuild their audience in the US will be best placed to benefit. - The survey results reflect consumer perception and expectation, not recorded price changes. - The Whiskey Wash says it is the world’s most visited whisky website. - The site says it attracted more than 5.3 million visitors in 2025. - The Whiskey Wash launched a price comparison tool in 2024 to help readers compare prices across retailers and auctions. - The survey data is free to use with attribution to The Whiskey Wash. - More information is available from The Whiskey Wash.

Between the lines: - The responses suggest tariff removal alone may not restore consumer confidence or force retailers to pass savings through. - The fact that 12.4% had not heard the tariff was being removed points to limited consumer awareness of a policy change that could affect buying behavior. - The strongest near-term winners may be brands that pair any tariff rollback with sharper pricing, clearer messaging and renewed US marketing.

What’s next: - The Scotch Whisky Association expects possible tariff removal in the coming months. - If the levy comes off, consumers and retailers will quickly reveal whether savings reach store shelves. - Scotch brands may need to compete on trust and value as much as on price.

The bottom line: - US whisky drinkers are not convinced tariff relief will show up in their glass, which could limit the commercial upside of any policy rollback.