Many retailers increase their prices by multiples of the tariff increase rather than a straight passthrough so that they can maintain their margins. It's probably why a lot of the biggest retailers with monopolies aren't complaining much about tariffs. They mostly keep the same margin and actually increase revenue. Meanwhile, it's been incredibly damaging to small businesses and consumers. Functionally, tariffs have been a massive wealth transfer.

Nobody is "trying to soften the impact of tariffs". Everyone was and is trying to maximize profits. Who ends up paying has to do with "elasticity" which roughly is about how much the tax actually impacts you.

In this case, it ended up that the retailer raised prices, probably because the retailer can just sell domestic wine for cheaper (close substitute). Retailer profits still didn't increase because of reductions in sales (~12% iirc) and increase in after-tariff inventory prices. This is textbook econ 101. Substitute, profit maximization of a firm, supply and demand etc.

You're confusing exporter and importer lowering prices with the retailer facing lower after-tariff inventory costs. Inventory costs still went up.

Never miss an opportunity to raise prices.

Yes, that sounds exactly correct.

Prices only go up, all that's required is a plausible excuse.

This is what happens when you shape your entire individual and cultural identity around "number go up"

See also: Grocery stores. Prices went up "due to COVID". Prices will never come down again.

(I've no doubt the supply chain was a mess for a hot minute, but years later?)