InvestBev Founder, Brian Rosen, Asserts Trade Headwinds Cannot Derail America’s Native Spirit

As discussions of new alcohol tariffs dominate headlines, InvestBev, the largest private equity firm focused on the adult beverage industry and CPG, underscored that short-term trade disputes do not change bourbon’s long-term global trajectory. With most consumption domestic and international markets steadily expanding, the firm emphasized that tariff headlines must be kept in perspective.

“Tariffs may cause volatility, but they cannot erase bourbon’s role as America’s native spirit,” said Brian Rosen, General Partner of InvestBev. “Less than 8% of Kentucky bourbon leaves the United States, and more than 90% is consumed domestically. Bourbon is a deeply resilient category with global growth still in its infancy.”

Key points about the US bourbon market:

• Domestic consumption insulates bourbon from global tariff swings.
• Following EU tariffs in 2018–2021, exports quickly rebounded once lifted.
• Asia-Pacific bourbon imports are projected to grow 20%+ by 2027.

“Bourbon survived Prohibition, global wars, and health-driven downturns,” Rosen added. “Temporary trade disputes won’t alter the long-term trajectory. Our role is to look past the headlines and invest in what we know is permanent.”