In a shocking turn of events, Coca-Cola is bracing for a potential crisis as President Trump announced a staggering increase in tariffs on aluminum imports—now set to soar to 50%. This bold move has sent ripples through the beverage giant, which relies heavily on aluminum for its iconic cans. CEO James Quincy is reportedly in a state of alarm, as the implications of this tariff hike could spell disaster for the company’s supply chain and pricing strategy.

During a rally in Pittsburgh, Trump declared, “We will not build this great country with inferior imported steel,” while the audience erupted in applause. But for Coca-Cola, the reality is far from celebratory. The beverage titan, which sells billions of cans annually, faces the grim prospect of skyrocketing production costs. The previous 25% tariff had already strained operations; doubling that burden could mean an additional 3 to 4 cents per can—a devastating hit that could lead to significant price hikes for consumers.

As Quincy’s team scrambles for solutions, the clock is ticking. Talks with White House officials are reportedly underway, with Quincy seeking exemptions to mitigate the financial fallout. However, the Trump administration remains steadfast, insisting that these tariffs are essential for revitalizing the American metal industry. The stakes are high: if Coca-Cola raises prices too steeply, it risks alienating its loyal customer base and losing market share to competitors like Pepsi.

With grocery shelves potentially facing shortages and prices climbing, consumers may soon find themselves grappling with the uncomfortable reality of a more expensive Coke. As the situation develops, all eyes are on the White House, with uncertainty looming over the future of this beloved beverage. Will Trump relent, or will Coca-Cola be forced to adapt to a new and costly market? Time will tell, but for now, the stakes have never been higher for the soft drink giant.