In a shocking turn of events, Coca-Cola is facing a potential crisis as President Trump’s announcement to double tariffs on aluminum imports to a staggering 50% sends ripples through the beverage giant’s operations. CEO James Quincy was reportedly left stunned as the ramifications of this drastic move threaten to disrupt the supply chain of one of the most essential components for Coca-Cola: the aluminum can.

The president made the announcement during a speech at a steel mill in Pittsburgh, igniting fears of skyrocketing production costs for Coca-Cola, which relies heavily on aluminum sourced from abroad. With the U.S. market still a major revenue generator for the company, the implications are dire. A 50% tariff could mean an additional 3 to 4 cents per can, a cost that may force Coca-Cola to either pass on the price hike to consumers or absorb the loss, both of which carry severe consequences.

Behind closed doors, Quincy is reportedly lobbying for exemptions and quotas, expressing concerns that the tariffs could undermine American companies rather than support them. As imports from Canada—Coca-Cola’s largest aluminum supplier—face potential restrictions, the company is left scrambling for alternatives, with Brazil and the Middle East under scrutiny as well.

Analysts warn that if the price of a 12-pack rises by 10 to 15%, consumer backlash could be fierce. The iconic beverage, a staple at American meals, risks becoming a luxury item. Meanwhile, Coca-Cola has already begun cutting its marketing budget to cope with rising costs, indicating that the company is bracing for a tumultuous period ahead.

As the clock ticks, all eyes are on the White House. Will Trump reconsider his hardline stance, or will Coca-Cola’s struggle become emblematic of a broader trade war that threatens the very fabric of American consumer culture? The stakes have never been higher, and the beverage shelves may soon reflect the consequences of this escalating tariff battle.