Putting the Blocs Together

Earlier this week, I was on the phone with a friend back in Colorado who asked a simple question:

What exactly is made in Austria? 

I told him the two most visible brands here in Salzburg are Red Bull—headquartered a moderate-distance, but stunning, bike ride from my house—and Riedel, the glassware company known for making wine glasses so specific they come with pairing instructions. He was surprised to learn both are Austrian. And more importantly, that both are EU-based manufacturers—meaning, under current US policy threats, they’re subject to the looming 50% tariffs.

That conversation stuck with me.

Because when we talk about European exports to the US, we often default to cars, pharmaceuticals, and aircraft. But Europe’s real trade story—the one that touches American homes, kitchens, bathrooms, closets—is told through brands that rarely make the policy headlines: Ricola cough drops. Fiskars scissors. Philips electric toothbrushes. Your favorite candle from Diptyque. Your favorite go-to birthday present from Lego.

Trade isn’t just economics. It’s familiarity.

I mentioned this back in April, referring to the impact on small-production leather manufacturers in southern France. If 50% tariff goes through, it won’t just hit big-ticket items. It’ll quietly disrupt categories where European brands dominate not because they’re cheaper, but because they’re trusted.

Travel tips to the unfamiliar.

Trade organizations are planning an 11% increase in international travel spending to Europe this summer. That means more crowds at the familiar destinations. So you’re planning travel to Europe this summer, we’ve added a section below highlighting a few of our favorite “off the beaten path” itinerary ideas.

Have a great weekend, friends.

Leigh Fatzinger, Editor
Salzburg, Austria / 30 May 2025