Heightened trade tensions between the U.S. and Canada have led to retaliatory actions involving alcohol. In protest against a 25% tariff imposed on Canadian goods by President Trump, Canadian provinces are removing American liquor from store shelves. Brown-Forman CEO Lawson Whiting described the response as worse than a tariff, emphasizing the drastic impact on sales. Prime Minister Justin Trudeau announced retaliatory tariffs on U.S. products. Manitoba's Premier Kinew publicly signed an order to ban U.S. alcohol, receiving significant public attention as comments ranged from support to skepticism about its effectiveness.
On a post-earnings call, CEO Lawson Whiting stated, "It's literally taking your sales away. Completely removing these - our products - from the shelves, that's a very disproportionate response to a 25 percent tariff."
Canadian Prime Minister Justin Trudeau retaliated with 25 percent tariffs on approximately $107 billion worth of U.S. products which include immediate layers on beer, wine, and spirits.
Manitoba Premier Wab Kinew posted a video saying, "This order, it's a wonderful order, it's a beautiful order," mocking Trump while signing the order to remove U.S. alcohol.
One user said Kinew's action was "performative but not effective," hinting at mixed opinions about the responses to the trade tensions.
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