New York Vintner Raids U.S. Wine Cellars to Avoid Trump Tariffs

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In response to steep tariffs imposed by the Trump administration on imported European wines, New York wine retailer Chris Leon has developed a novel strategy: raiding American wine cellars for bottles already in the country and selling them through online auctions. Leon, who runs the trendy Leon & Son wine shop in Brooklyn, says there is a lot of high-quality European wine already in the U.S. that he can source and resell to avoid the tariffs.

Why it matters

The story highlights how businesses are having to get creative in response to the Trump administration's trade wars and tariffs, which have led to higher import costs for a wide range of products from medicines to alcohol. The wine industry in particular has been hit hard, with tariffs slapped on European wines as part of the administration's efforts to reshape global trade.

The details

Leon came up with the idea in response to concerns about the impact of tariffs on his business, which makes 90% of its revenue from imported wines. Tariffs of at least 10% have been imposed on European wines, champagne, barolo, and rioja. To avoid these levies, Leon is sourcing fine European vintages that are already in the U.S., either from personal collections or restaurant cellars, and selling them through online auctions. The wines include Italian labels no longer in production as well as bottles linked to old menu pairings at a New York restaurant.

• Tariffs of at least 10% on European wines were implemented in February 2026 after previous tariffs were overturned by the Supreme Court.
• Leon started his online auction strategy in response to the tariff concerns for his business in 2026.

What they’re saying

What’s next

Leon plans to continue sourcing European wines already in the U.S. and selling them through online auctions as long as the tariffs remain in place.