says it will consider further counter measures. some e.u. were tahlia tree tariffs on american products came into effect at the start of this month for jack daniels the united states biggest whiskey exporter it may mean hiking prices in europe and washington correspondent claire richardson went to lynchburg tennessee to get a taste of the problem. american whiskey in the firing line now that the european union has hit back against president donald trump with tariffs of its own companies like jack daniels are being forced to make sacrifices that could hurt their bottom line. idea and then for tennessee home to jack daniels with kids what they did they said they plan to increase their prices. for consumers in the year if you in the area that you were choosing what you think will forego the expense of a good product and simply pick a. tennessee strongly backed trump in the two thousand and sixteen elections