hoto: Shutterstock.com/Fred Duval – Ryan Reynolds and Peggy, the Ugly wine brand’s endorser.
Text by: SW Team
The new reality: +20% on European wines; A man killed by wine; Ugly wine by Ryan Reynolds; 4500 years ago the wine was an everyday drink
The new reality: +20% on European wines
Do you remember President Trump rattled international markets, threatening to impose tariffs of up to 200% on European wines and spirits if the European Commission proceeds with retaliatory duties on American whiskies? Now – from threats to reality – earlier this week, the White House announced a sweeping new tariff strategy. While the baseline is set at 10%, several countries – including major wine exporters – are facing significantly higher rates. Under the proposed plan, EU goods would be hit with a 20% tariff, and South African imports could see levies as high as 30%.
Yahoo.com
Although wine wasn’t explicitly named in the announcement, EU trade officials say it’s clear that wine is on the list of targeted products. A statement from the White House framed the move as an economic win, citing a 2024 analysis claiming that a 10% global tariff could boost the U.S. economy by $728 billion, create 2.8 million jobs, and raise real household incomes by 5.7%.
But European producers are sounding the alarm. The U.S. is the largest export market for EU wines, with shipments reaching €4.88 billion in 2024, accounting for 28% of all EU wine exports.
France’s wine and spirits export federation (FEVS) called the tariffs a blow not only to European producers but also to American consumers, who will likely see price hikes on imported bottles. FEVS estimates that the 20% tariff could cost France €800 million in lost exports, and slash as much as €1.6 billion from overall EU wine trade revenue.
As the wine world waits for clarity, importers, producers, and consumers alike are bracing for a potentially bitter finish.
A man killed by wine
A 40-year-old man died Thursday in a tragic accident at a wine storage facility in Windsor, located in California’s North Bay, authorities confirmed. According to Windsor Police, the incident occurred at Alexander Valley Cellars, a large wine warehousing operation. The man had been operating a forklift when he became trapped between several heavy pallets stacked with wine bottles. One of the pallets reportedly collapsed, causing bottles to fall and fatally strike him. Emergency responders arrived quickly, but the man was pronounced dead at the scene.
avvwine.com
In a statement, the Windsor Police Department said, “It is unknown what exactly occurred, as the incident was unwitnessed. However, it appears the employee braced his equipment against pallets filled with wine bottles.” Each pallet was estimated to weigh between 2,100 and 3,000 pounds. Investigators believe the worker dismounted from the forklift before the pallet gave way and fell on him.
The case is now under investigation by the Occupational Safety and Health Administration (OSHA) to determine the exact circumstances and whether workplace safety protocols were followed.
Ugly wine by Ryan Reynolds
Sure, Ryan Reynolds is best known for cracking wise on screen, but his business ventures are just as cheeky. In addition to his film production and marketing firm Maximum Effort, Reynolds is now venturing into the wine world – and, in true Reynolds fashion, he’s not doing it quietly.
His latest project is a collaboration with legendary wine producer Gallo to launch Ugly Estates, a wine brand that throws every ounce of pretense out the window. Packaged in minimalist, one-liter recyclable Tetra Paks, the $12 wines are aimed squarely at eco-conscious, no-nonsense drinkers. The slogan says it all: “33% more wine and 100% less snob.”
uglyestates.com
Forget corkscrews and shiny labels. Ugly Estates’ packaging is raw and intentionally unpolished – think reversed logos, cardboard texture, and zero frills. “We skipped the fancy bottle. We didn’t hire hot spokespeople,” the brand proudly declares. Instead, they hired Peggy, a gloriously awkward hairless doggo known for her role as Dogpool in the upcoming Deadpool & Wolverine movie.
Ugly Estates launches with two classics – Chardonnay and Cabernet Sauvignon – but the real disruptor is the vibe: more pool party than wine tasting, more wink than whiff. And it’s perfectly timed. While traditional wine bottle sales in the U.S. are slipping, boxed and canned wines are booming, especially among Gen Z and millennials who value portability, sustainability, and not taking wine too seriously. Also, the Ugly Estates claimed they want to “steal” the audience from cannabis and hard-seltzers.
4500 years ago the wine was an everyday drink
Recent research has uncovered chemical evidence indicating that wine consumption in ancient Troy was widespread, enjoyed by both the elite and common citizens during the early Bronze Age (circa 2500–2000 BCE). This challenges the previous belief that wine was exclusive to the upper classes.
Scientists from the Universities of Tübingen, Bonn, and Jena analyzed residues from ceramic drinking vessels known as depas goblets—two-handled cups popular in that era. More than 100 of these goblets have been found in the Troy area. The analysis revealed the presence of succinic and pyruvic acids, compounds that form during grape fermentation, confirming the vessels were used for wine consumption.
Additionally, similar chemical markers were found in simpler cups from the city's outer areas, suggesting that wine was not a luxury limited to the aristocracy but a common beverage accessible to the general populace. Researchers propose that the region's favorable conditions for viticulture made wine a staple in Troy, enjoyed across different social strata.
