Jack Daniel's CEO Slams Canada for Banning US Alcohol Amid Trade Tensions

Jack Daniel’s parent company, Brown-Forman, has expressed strong disapproval of Canada’s decision to remove US-made alcohol from store shelves in retaliation for US tariffs on Canadian goods. Lawson Whiting, the CEO of Brown-Forman, labeled Canada’s actions as ‘worse than tariffs’, asserting that it’s a drastic measure that completely eliminates their product from the market, which significantly impacts sales. This move follows the introduction of 25% tariffs by the Trump administration on Canadian imports.

Canadian provinces, particularly Ontario, have responded by pulling US alcoholic beverages from retail locations, with Ontario’s Liquor Control Board (LCBO) ceasing the sale of nearly $1 billion worth of US alcohol annually. Premier Doug Ford emphasized this decision, highlighting that all US products would no longer be available in the province, given that the LCBO is the exclusive alcohol wholesaler.

Despite the loss, Whiting noted that Canada accounts for only 1% of Brown-Forman’s total sales, implying the company can withstand the financial repercussions. In the meantime, the LCBO is encouraging Canadians to purchase local products, a trend already emerging in response to US tariffs. Prime Minister Justin Trudeau criticized the US tariffs, labeling them as ‘a very dumb thing to do’ and suggested that the US actions could destabilize Canada’s economy.

Tensions continue as Trump has also threatened Mexico with similar tariffs, dismissing both Canada and Mexico’s claims regarding their efforts to control the drug trafficking that affects the United States. Looking ahead, Brown-Forman is monitoring developments in the Mexican market, which represented a significant portion of their sales.