Canada’s kicking American liquor to the curb, and Jack Daniel’s maker Brown-Forman isn’t happy about it. CEO Lawson Whiting called the move “worse than tariffs,” arguing it’s overkill compared to the 25% U.S. levies on Canadian goods that triggered the spat. “They’re not just taxing us—they’re erasing us from their shelves,” he fumed, as provinces like Ontario and Nova Scotia purge U.S. alcohol in retaliation.
Ontario’s Liquor Control Board (LCBO), a titan in the booze-buying world, led the charge, clearing out American drinks on Tuesday. Premier Doug Ford crowed, “We’ve scrapped all $1 billion worth of U.S. products,” a blow that ripples to bars and retailers since the LCBO controls Ontario’s wholesale supply. Canada’s also slapping 25% tariffs on U.S. beer, wine, and spirits, nudging citizens toward local options—some of whom were already snubbing American goods.
Brown-Forman’s losses are cushioned, with Canada making up just 1% of its sales, though Whiting’s watching Mexico (7% of 2024 revenue) amid Trump’s tariff rollout there. Across the border, PM Justin Trudeau slammed the U.S. duties as “a very dumb move,” hinting at darker motives like economic collapse—or even annexation—remarks echoing Canada’s defiance in this escalating trade tussle.