"Trump's tariffs? It's no longer time to be diplomatic. Europe must respond firmly." Matteo Lunelli speaks

No more turning the other cheek to Trump. Following the news of 30% tariffs on European products, Matteo Lunelli, CEO of the Lunelli Group and President of Bisol1542, says diplomacy is no longer enough:

“Until now, I believed it was right to insist on the diplomatic path,” he told Repubblica. “But on the other side, the attitude has changed and become aggressive. Perhaps it's time for Europe to respond firmly. America is an ally and an important market, but we can't keep turning the other cheek.”

Ursula Von der Leyen – Donald Trump – 2020 – Official White House photo by Shealah Craighead

The end of dialogue with the United States

“If this is the American position, we risk coming out of this badly, completely overwhelmed,” explains the entrepreneur. “This situation could be an opportunity for Europe to emerge more united. Of course, it's absurd to think of damaging such a long-standing and important relationship with the US, but the European Union should respond more decisively. I've always preferred dialogue, but now signs of firmness are needed.”

A sentiment shared by many — partly even within the trade union sphere. Unsurprisingly, Coldiretti was quick to lay blame on Europe’s submissive stance: “Unfortunately, we can only acknowledge the total failure of the policies pursued by Von der Leyen, which have harmed the productive sectors and future generations. The President must commit to a real solution, something she has not yet done. At a moment so delicate for global geopolitical and economic balance, the total lack of courage and strategic vision from Europe is striking.”

Focusing on other markets

And regarding the future of wine overseas, Lunelli does not hide his concerns, expressing hope that the “extra time” proposed by Italian politicians will actually materialise: “Under these conditions, even thinking about strategies is difficult. Perhaps there is still room for a negotiating move. I may be optimistic, but I hope this is just a stage in the negotiation.”

But just in case, it’s better to prepare a Plan B: “Some of the shipments for 2025 have already been made. 2026 worries us more. The US was our primary market. Now we must pay closer attention to other areas such as Japan, China, Korea, Vietnam, Thailand and the Middle East. Closer to home, Switzerland is significant for the premium segment, as are the Nordic countries.”