EPISODE · Jul 20, 2026 · 4 MIN
Royal Stag Tops Whisky, Bourbon Braces for Trade Talks
from AlcBev in Five
Royal Stag now world's top-selling whisky, Pernod says. Pernod Ricard's India CEO ties the brand's rise to a shifting market that increasingly shapes global category rankings. (Firstpost) China alcohol group urges tighter online spirits rules. An industry body says existing e-commerce regulation lags platform growth, pointing to possible tighter oversight in a major market. (The Drinks Business) New trade talks could raise fresh risks for bourbon. Pending negotiations may renew tariff exposure for an export-reliant Kentucky whiskey category, per the report's framing. (Sun Herald, The Courier-Journal) Also moving today: FTC, Southern Glazer’s inch closer to settlement in price discrimination case (Just Drinks) Could the CANADA Act deepen the US-Canada drinks trade war? (The Drinks Business) Grape payments deal underlines headaches facing Champagne industry (Just Drinks) UK trade bodies call on Wales to change DRS plans (Just Drinks, The Spirits Business) Get AlcBev in Five in your inbox every weekday: https://alcbevinfive.com
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What this episode covers
Pernod Ricard's Royal Stag became the world's largest-selling whisky with 32.6 million cases in 2025, unseating Diageo's McDowell's No. 1, according to IWSR rankings. American whiskey faces fresh trade uncertainty as a third round of U.S.-Mexico talks over the USMCA begins today, with distillers and Kentucky trade groups pressing for zero-for-zero tariffs to protect key export markets, Reuters and The Courier-Journal report. Also moving: a reported FTC settlement with Southern Glazer's, a proposed U.S. bill targeting Canada's alcohol boycott, financial strain in Champagne, and a UK push to drop glass from Wales' deposit-return scheme.
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Royal Stag Tops Whisky, Bourbon Braces for Trade Talks
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