According to EU trade commissioner Cecilia Malmström, “When they say American first, we say Europe united.” Of course any increase in international taxes will cause an increase in total production cost for American distillers—and in turn increased expense for consumers of American whiskey.
Irish distillers are similarly concerned. With roughly half of Irish whiskey sold in the US, further trade escalation could seriously impact the industry. At greatest risk would be smaller, newer producers, as the big boys (Jameson, Bushmills, Tullamore DEW) are best positioned to weather the storm.
None of this should be surprising. Tariffs on imported goods naturally lead to retaliatory tariffs on exports, among other consequences.
Even so, protectionism or "fair trade" remains popular, particularly in blue collar, manufacturing-dependent areas. This partly explains candidate Trump's success in 2016. People see their livelihood threatened and understandably seek solutions.