With ongoing geopolitical shifts, trade policy tensions, and the return of Trump-era tariffs potentially disrupting global beverage flows, the USA Trade Tasting (USATT) in Chicago on May 20, 2025, arrives at a pivotal moment. We spoke with Sid Patel, CEO of Beverage Trade Network and Founder of USATT, to explore how the event is positioning itself as a solution-focused platform for navigating uncertainty and driving business resilience.

Q: Why are tariffs such a central theme at this year’s USATT conference?

Sid Patel: Because they're back—and they're biting. With the return of Trump-era tariffs, we're seeing a ripple effect across the global drinks supply chain. For many producers, the cost of doing business in the U.S. has increased overnight. Distributors and retailers are feeling it too, whether in delayed shipments, higher prices, or reduced availability. USATT 2025 is focused on real solutions—whether that’s rethinking sourcing, improving domestic bottling strategies, or diversifying routes to market.

Q: What kind of solutions will be discussed for importers and distributors trying to stay competitive?

Sid Patel: This year’s conference is all about resilience. We’re bringing in importers and distributors who have navigated turbulent markets before—whether through private label pivots, co-packing partnerships, or sourcing from tariff-free zones. They’ll share tactical insights: how to protect margins, renegotiate supply contracts, or even co-create SKUs with producers to reduce exposure. It’s not just about reacting—it’s about rethinking.

Q: How does USATT help international producers still looking to break into the U.S. despite the tariff headwinds?

Sid Patel: Great question. For many brands, the U.S. remains the biggest and most lucrative market—tariffs or not. USATT provides direct access to U.S.-based distributors, importers, and on-premise buyers. Through our exhibitor floor, sit-down tastings, and one-on-one meetings, producers can build relationships and adapt their go-to-market strategy for today’s climate. Sometimes that means focusing on bulk or private label, sometimes on regional distribution—our job is to help them find that path.

If I had to look at this in a positive way for new brands that are looking to enter, it is much easy for them as they have to start on a clean state. Its little difficult for old brands that are already imported as they have a set consumer pricing that they have to worry about and ensure they don't loose shelf placements and consumer buy-ins.

Q: What are the big conversations you're expecting on the trade show floor this year?

Sid Patel: We expect sourcing strategies to be a hot topic—especially alternative suppliers in Latin America, Eastern Europe, and Asia who can step in where EU producers are being hit hardest. We’re also seeing more interest in American-made spirits and wines because of their pricing advantage under the tariff model. Another big one: contract bottling. Domestic bottling of bulk-imported wine and spirits is becoming a lifeline for brands looking to cut costs and stay competitive.

Monique Huston Vice President Spirits Portfolio at Winebow, USA, and Lee Schlesinger, MBA, DIPWSET Vice President, Portfolio Management & Education at Winesellers Ltd

I will be personally interested in the panel that I am moderating with importers and distributors, as it is they who are in the middle of all this. They are the ones we need to listen to. The panel speakers include:

MONIQUE HUSTON
Vice President Spirits Portfolio at Winebow, USA

LEE SCHLESINGER, MBA, DIPWSET
Vice President, Portfolio Management & Education at Winesellers Ltd

DAVID KOHL
Vice President Portfolio Manager, Chateau & Estates Wine Imports LLC

JOHN HARFORD
Midwest Regional Manager, Premium Port Wines Inc.

And will cover:

1. How tariffs are changing the playing field 

2. What suppliers need to do to secure distribution 

3. Forecasts for category growth and margin resilience, 

4. Leveraging data and digital tools to optimize the supply chains.

The other 2 panels that I would highly recommend attendees to sit in are the bar managers and restaurant buyers. Bar managers will speak on ‘Cocktail Culture: Shaping the Future of Bars and Mixology’ and the restaurant buyers will speak on ‘Restaurant Panel: The New Beverage Profit Playbook for 2025’.

Miranda Breedlove, National Director of Bars at Hyatt Lifestyle Operations will be in the Bars Managers panel at the 2025 USA Trade Tasting on May 20.

Q: What message are you sending to the industry with this year’s USATT theme?

Sid Patel: We’re saying: yes, the challenges are real—one of the way to move forward is accepting the current situations and find opportunities in this. This isn’t a doom-and-gloom show. It’s a strategy summit. Tariffs, shipping issues, cost pressures—they’ve all become part of the business playbook. The winners are the ones who evolve, and we’re bringing them to Chicago to show others how to do it.

Eventually, we do see things settling down, and we all will have more certainty. I would always suggest that everyone keep their ‘leads’ active and business development active. Sales fixes everything, brands will need to find ways to keep growing revenue.

Q: Finally, what’s your advice to brands wondering if now is the right time to invest in the U.S. market?

Sid Patel: If you wait for the perfect moment, you'll miss the market. The brands that are winning are the ones adapting now—whether through private label, contract manufacturing, or smart pricing. USATT is the place to learn how, meet the right people, and make it happen.

To join Sid Patel and over 100 buyers, importers, and producers at USATT Chicago on May 20, 2025, visit www.usatradetasting.com. You can see the current conference agenda here which reflects the current situation we are in.

Also Read:
Trump’s Tariffs Disrupt Global Drinks Trade – A Solutions-Focused Conference for Industry Resilience
Distributor & Importer Panel: Navigating Tariffs, Trends, and Trade in the U.S. Drinks Market
Lee Schlesinger on How Brands Can Successfully Navigate Importer and Distributor Relationships