Jack Daniel’s has responded to a viral video showing Canadian liquor stores removing its products from shelves, calling the move “worse than a tariff.” The video surfaced after the Liquor Control Board of Ontario (LCBO) pulled U.S.-made alcohol in response to Donald Trump’s recent 25% tariffs on Canadian and Mexican imports. Brown-Forman CEO Lawson Whiting criticized the retaliation, arguing that physically removing American products entirely is far more damaging than imposing higher duties.
While Canada accounts for only 1% of Jack Daniel’s global sales, Whiting expressed greater concern over similar removals happening in Mexico, which made up 7% of the brand’s sales in 2024. He warned of “continued uncertainty and headwinds” in the industry, as escalating trade tensions between the U.S. and its neighbors create unpredictable business challenges.
Jack Daniel’s is being removed from shelves in canada
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The liquor dispute stems from Trump’s executive order linking tariffs to fentanyl production. The U.S. claims Canada is failing to stop illicit drug trafficking, while Canadian Prime Minister Justin Trudeau has called the accusations baseless, stating that “less than 1% of the fentanyl intercepted at the U.S. border comes from Canada.” In response, Canada has implemented counter-tariffs and is exploring additional economic measures to retaliate.
As the trade war continues, American liquor brands could see more backlash in international markets. Jack Daniel’s has urged the U.S. and Canada to reconsider their trade policies, but for now, their whiskey remains off shelves in certain Canadian stores.
