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New York Vintner Raids U.S. Wine Cellars to Avoid Trump Tariffs
Chris Leon, owner of Brooklyn's Leon & Son wine shop, turns to online auctions to source European vintages already in the country.
Apr. 2, 2026 at 12:00am
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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: hunting down fine European vintages that are already stashed in American basements and cellars, and selling them through online auctions. Leon, who runs the trendy wine shop Leon & Son in Brooklyn, says this approach offers a solution to the tariff challenges facing his business, which relies on imported wines for 90% of its revenue.
Why it matters
The story of Chris Leon and his wine shop highlights how businesses across the U.S. have had to get creative in response to the trade wars and tariffs launched by the Trump administration. With steep levies placed on a wide range of imported goods, from wines to medicines, companies have had to find innovative ways to adapt and survive.
The details
Leon came up with the idea of raiding American wine cellars in response to concerns about the impact of tariffs on his business. Wines slated for his first auction include rare Italian labels no longer in production, as well as bottles from a New York restaurant's cellar linked to old menu pairings. The tariffs, which have included a 15% levy on European wines under an EU-U.S. trade deal, have forced many U.S. wine businesses to switch to domestic alternatives or cheaper imported brands as price hikes gather pace.
- In April 2025, the Trump administration imposed sweeping tariffs on a range of imported goods, including European wines.
- In August 2025, a 15% levy on European wines was implemented under an EU-U.S. trade deal.
- In February 2026, the Supreme Court overturned Trump's tariffs, but they were quickly replaced with new levies, including at least 10% for European goods.
The players
Chris Leon
The owner of the trendy wine shop Leon & Son in Brooklyn, New York.
Vanessa Price
A wine director, restaurateur, and author of the book "Big Macs & Burgundy", who comments on the emergence of newer auction platforms as a fresh take on the traditional model.
What they’re saying
“There's a lot of wine here already, a lot of really good wine.”
— Chris Leon, Owner, Leon & Son
“There is still plenty of room... to come in and shake things up. Because it's still such a mysterious world for so many people.”
— Vanessa Price, Wine Director, Restaurateur, and Author
What’s next
The success of Leon's online auction strategy will depend on the continued demand for rare and hard-to-find European wines, as well as the longevity of the Trump-era tariffs on imported wines.
The takeaway
The story of Chris Leon and his Brooklyn wine shop highlights the creative ways businesses are adapting to the trade wars and tariffs launched by the Trump administration. As companies across the U.S. face steep levies on imported goods, they are forced to find innovative solutions to survive, whether it's sourcing domestic alternatives, switching to cheaper imports, or, in Leon's case, tapping into the existing stockpile of European wines already in the country.
