Jack Daniel's Says Canada Pulling U.S. Alcohol Off Shelves Is "Worse Than A Tariff"

Jack Daniel's maker Brown-Forman CEO Lawson Whiting said that Canadian provinces removing U.S. liquor from store shelves was “worse than a tariff” and a “disproportionate response” to levies imposed by the Trump administration, Savyata Mishra reported for Reuters.

Canada also imposed 25% tariffs on goods imported from the U.S., including wine, spirits, and beer. I Photo: Jack Daniel's Facebook

Several Canadian provinces have taken U.S. liquor off store shelves as part of retaliatory measures against President Donald Trump’s tariffs.

Canadians are increasingly steering away from U.S. goods, sports events, and travel following the recent imposition of tariffs, which have left them frustrated despite deep ties between the two countries.

“I mean, that’s worse than a tariff because it’s literally taking your sales away and completely removing our products from the shelves,” Whiting said on a post-earnings call.

Canada accounted for only 1% of the company’s total sales, Whiting noted, so the company can withstand the hit. Last week, Canada also imposed 25% tariffs on goods imported from the U.S., including wine, spirits, and beer.

Whiting added that the company would monitor developments in Mexico, which, according to its annual report, accounted for 7% of its 2024 sales.

Canadians have been increasingly looking to support local businesses by boycotting U.S. alcohol brands and switching to local products, reported Aamir Sohail and Anuja Bharat Mistry for Reuters.