(28 Mar 2025)
RESTRICTION SUMMARY:
ASSOCIATED PRESS
Minneapolis – 20 March 2025
1. Various cans of beer moving through production line
2. SOUNDBITE (English) Jim Diley, Fulton Brewing COO & Co-Founder:
“The reality is these tariffs have come in so quickly and so fast that the entire market’s trying to understand the longer-term impacts.”
3. Fulton banner
4. Cans of beer in warehouse
5. SOUNDBITE (English) Jim Diley, Fulton Brewing COO & Co-Founder:
“Cans make up about 60% of all of the beer that reaches our customers, whether that’s at a bar, a restaurant, or in your backyard.”
6. Keg of beer
7. Cans of beer on warehouse shelves
8. SOUNDBITE (English) Jim Diley, Fulton Brewing COO & Co-Founder:
“The tariff issue that has recently come about is worrisome. You know, we’re already under pressures of consumer demand and changing habits, but it does mean dollars and cents for someone running a brewery. A can going up half a cent, maybe a penny or two, that might seem small, but over a year, that’s hundreds of thousands of dollars. And that doesn’t mean money in someone’s pocket. It means that we’re not able to hire to grow.”
9. Various worker packaging cans
10. SOUNDBITE (English) Jim Diley, Fulton Brewing COO & Co-Founder:
“Besides aluminum in cans, one really important ingredient is malted barley. And the reality is lots of barley is grown in Canada.”
11. Various brewing tanks
12. SOUNDBITE (English) Jim Diley, Fulton Brewing COO & Co-Founder:
“Just this week, we had a shipment coming in from a supplier in Canada of a product that we needed to put into a beer. And FedEx held the package and it’s still sitting in customs because they just didn’t know what to do with it.”
13. Various cans of beer
14. SOUNDBITE (English) Jim Diley, Fulton Brewing COO & Co-Founder:
“In brewing, it’s a long process. It’s two or three weeks. And during that two or three week period, there are multiple important stages where if you don’t have a piece of that raw material, that recipe, it causes chaos. And so not knowing not being able to rely on that supply chain makes our job difficult to impossible.”
15. Cans of beer in warehouse
16. SOUNDBITE (English) Jim Diley, Fulton Brewing COO & Co-Founder:
“Beer shouldn’t be a luxury item. It should be affordable and accessible to everybody. And the more the cost goes up, the more challenging that becomes.”
17. Forklift moving beer
STORYLINE:
America’s craft brewers already have enough problems. Hard seltzers and cocktails are muscling into beer sales. Millennials and Gen Z don’t drink as much as their elders. Brewpubs still haven’t fully recovered from the shock of COVID-19 five years ago.
Now there’s a new threat: President Donald Trump’s tariffs—including levies of 25% on imported steel and aluminum and on goods from Canada and Mexico.
“The tariff issue that has recently come about is worrisome,” said Jim Diley, COO & Co-Founder of Fulton Brewing in Minneapolis.
Diley said Fulton expects to produce about barrels of beer, about 60% of which will reach customers in a can.
“A can going up half a cent, maybe a penny or two, that might seem small, but over a year, that’s hundreds of thousands of dollars,” Diley said. “And that doesn’t mean money in someone’s pocket. It means that we’re not able to hire to grow.”
Tariffs could impact brewers in ways big and small, said Bart Watson, president and CEO of the Brewers Association, the trade group for craft beer.
That’s bad news for brewers, who depend on regular deliveries in a process that can take two to three weeks.
The tariffs come at an already difficult time for brewers.
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