The parent company of American alcohol producers, such as Jacques Daniel Yousaki and Woodford Reserve Bourbon, said that sales to Canada decreased by 62 percent during the last financial quarter compared to the past year, as American alcohol is still outside the shelves in many provinces.
After US President Donald Trump imposed Definitions on Canadian goods In early March, a number of provinces took revenge on and withdrawn American alcohol from store shelves. Alberta and Saskatchewan Since then, the ban is lifted.
During a phone call with investors on Thursday, officials with Brown Foreman-Mother Company for brands such as Jacques Daniel and Woodford Reserve-other pressures, noted that they said the boycott caused a “great influence”.
“While we were encouraged through recent discussions, Spirits America was out of the shelf in Canada for several months,” said Lin Keningham, Braun Foreman’s financial manager. “This had a major impact on the first quarter of the 2026 fiscal year, which will affect the results of the full fiscal year.”
It is not clear how translated a 62 % decrease in dollars, but the total sales of the company decreased by 3 percent for a quarter.
Upon calling, the CEO of the company, Lawson Whiteing, said that the trade conflict had created “great winds.”
“While our non -American brands such as Diplomatico and El Jimador continued to achieve growth, they were unable to compensate for our decline in the trademarks that are produced in the United States,” he said.
The Canadian boycott was not raised a lot during the collective call. CBC news listened to the collective call, but it was not called to ask a question.
A A press release issued by the company Net sales in advanced international markets decreased eight percent due to “overall economic and geopolitical uncertainty”.
The American alcohol sector puts economic and political pressure on the Trump administration as the deadline for the commercial deal between Canada is approaching. They hope that the administration will provide limited points for their makers or rethinking the tariffs completely.
She said: “This decrease was in the complexes less than Jack Daniel’s whiskey in Tennessee, Germany and the United Kingdom, as well as the absence of US -made alcohol from retail shelves in most Canadian provinces,” she said.
The largest decrease in Canada, as the UK witnessed only a 16 percent decrease. It was 10 percent in Germany.
Last week, Prime Minister Mark Carney announced that Canada was removing the reprisal tariffs on US commodities compatible with CUSMAWhich included 25 percent of American spirits.
Canada is a huge market for us
In 2024, Canada was the second largest market for American Soul exports, according to the Motoria Council of the United States.
Carney’s decision welcomed the definitions, but with a warning.
“This is a very positive sign, but so that all the provinces repeat the American spirits again on its shelves, it will not have a great impact,” The organization said in a press statement this week.
“The unfortunate decision to remove American spirits from Canadian retail shelves not only harm distillation devices, but also reduces revenues unnecessarily to provinces, and put unnecessary burdens on Canadian consumers and hospitality companies.”
The decision to ban American alcohol means that most Canadian retailers store American alcohol.
https://i.cbc.ca/1.7620042.1756554916!/fileImage/httpImage/image.jpg_gen/derivatives/16x9_1180/nslc-jack-daniel-s.jpg?im=Resize%3D620
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