The Politics of the Pour: Why Staying Neutral Protects Brands — Lessons from the Grocerant Guru®

 

When politics spill into the glass, brands get burned. The recent Reuters report on U.S. spirits exports falling 9% in the second quarter highlights how political entanglements — in this case, tariff tensions — can ripple far beyond trade policy. For food and beverage marketers, it’s a potent reminder: in a hyper-connected, emotionally charged world, brands that wade into politics risk alienating their global audience faster than you can say “cheers.”

 

The Spirits Slump: When Trade Wars Meet Brand Wars

According to the Distilled Spirits Council of the United States (DISCUS), exports to major markets — the EU, Canada, Britain, and Japan — collectively dropped 9%, with Canada plunging 85%. This isn’t just about tariffs; it’s about perception. As DISCUS President Chris Swonger warned, international consumers are “increasingly opting for domestically produced spirits.”

That’s code for: politics is influencing purchase behavior.

Brands like Jack Daniel’s and Pernod Ricard are feeling the chill not because of poor marketing or inferior product quality, but because “Made in the USA” has, temporarily, become politically loaded in some markets. This is the danger when brand identity collides with geopolitics — your product becomes a proxy for policy.

 

The Dangers of Being the “Out Crowd” Brand

In branding, perception is reality. And when your brand becomes associated with the “out crowd” — politically, socially, or culturally — recovery can take years.

The Grocerant Guru® warns that brand alignment should always prioritize consumer trust and inclusivity over political identification. The moment a brand becomes a flag-bearer for one side, it risks losing the other half of its market — or, worse, becoming irrelevant in global markets where that side is unpopular.

Let’s look at three fact-filled food industry examples where brand alignment went wrong:

In A Battle for Share of Stomach

Messaging Matters

 

1. Bud Light and the Dylan Mulvaney Fallout (2023)

When Bud Light partnered with transgender influencer Dylan Mulvaney, it ignited a political firestorm. The backlash from conservative consumers led to a 28% drop in sales volume within weeks and a loss of shelf space in key retail chains.
Grocerant Guru® Insight: Consumers buy into identity as much as product. When your brand becomes a battleground for identity politics, loyalty shifts to safer, neutral alternatives.

 

2. Chick-fil-A’s Political Donations (2019)

The chain faced years of controversy over its donations to organizations perceived as anti-LGBTQ+. Although Chick-fil-A never explicitly took a political stance, public perception defined it. The company eventually changed its charitable giving to distance itself from the issue — a costly and brand-defining pivot.
Grocerant Guru® Insight: Silence isn’t neutrality if consumers see values misalignment. Transparency, consistency, and a focus on shared values like community and quality food are stronger than any side-taking.

3. Starbucks’ “Race Together” Campaign (2015)

Starbucks tried to spark conversations about race by having baristas write “Race Together” on cups. The campaign was widely mocked, poorly received, and abandoned within days.
Grocerant Guru® Insight: Consumers don’t want their coffee to lecture them. They want it to reflect comfort, community, and connection — not controversy.

 

Why Global Brands Must Stay Apolitical

Trade, taste, and trust are the three pillars of global food and beverage branding. When trade barriers rise, brands can survive. When trust barriers rise, they collapse.

The U.S. spirits industry’s export slump shows how politics disrupts perception, creating ripple effects across distribution, marketing, and consumer loyalty. The Grocerant Guru® notes that even fast-food giants like McDonald’s have reported “rising anti-American sentiment” in markets like Northern Europe and Canada — proof that even neutral brands can be caught in the crossfire when politics turn polarizing.

 

Grocerant Guru® Insights

1.       Stay in the Lane of Lifestyle, Not Politics.
Successful grocerant and CPG brands sell belonging and enjoyment, not ideology. Consumers want experiences, not political statements.

2.       Brand Equity Is Fragile.
Every message, partnership, and campaign adds to — or subtracts from — trust. Neutrality isn’t weakness; it’s long-term brand preservation.

3.       Global Consistency Matters.
In today’s digital marketplace, your local stance becomes your global reputation. A tweet in Tennessee can cost you sales in Tokyo.

Think About This

Whether it’s whiskey, coffee, or fried chicken, the message is clear: politics and product don’t mix well. The Grocerant Guru® advises brands to double down on universal values — flavor, community, sustainability, and joy — and avoid becoming a cultural lightning rod.

Because at the end of the day, consumers raise their glass to taste, trust, and timelessness — not to politics.

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter