Jack Daniel's Maker Says Canada Pulling U.S. Alcohol Off Shelves Worse Than Tariff

[Steve Watts]

Jack Daniel’s maker says Canada pulling U.S. alcohol off shelves worse than
tariff

Jack Daniel’s maker Brown-Forman

’s CEO Lawson Whiting said on Wednesday Canadian provinces taking American
liquor off store shelves was “worse than a tariff” and a “disproportionate
response” to levies imposed by the Trump administration.

Several Canadian provinces have taken U.S. liquor off store shelves as part
of retaliatory measures against President Donald Trump’s tariffs.

“I mean, that’s worse than a tariff, because it’s literally taking your
sales away, (and) completely removing our products from the shelves,”
Whiting said on a post-earnings call.

Canada on Tuesday also imposed 25% tariffs on goods imported from the U.S.,
including wine, spirits, and beer.

Whiting, however, said that Canada accounted for only 1% of their total
sales and could withstand the hit.

He added the company would watch out for what happens in Mexico, which
according to its annual report, made up 7% of its 2024 sales.

Shares of the company were up about 8% after the liquor maker reaffirmed
its annual forecasts which accounted for the impact of tariffs.
Toronto, ON - March 4: Marlon removes American whiskey products from the
LCBO shelves. PD Nick Lachance/Toronto Star Nick Lachance/Toronto Star
(Nick Lachance/Toronto Star via Getty Images)
Marlon removes American whiskey products from the LCBO shelves.
Nick Lachance | Toronto Star | Getty Images

While Whiting warned of “continued uncertainty and headwinds in the
external environment,” he said that he was confident of the company’s
trajectory.

Brown-Forman has been reeling from a slowdown in demand so far this year,
led by the U.S., Canada and Europe, which offset benefits from stronger
sales in emerging markets such as Mexico and Poland.

The company has undertaken cost-cutting measures, including workforce
reduction. Analysts have said this is a response to a more challenging
environment both for the company and the broader spirits industry.

Net sales fell 3% from a year ago to $1.04 billion, compared with
analysts’ estimate of $1.07 billion, according to data compiled by LSEG.

For fiscal 2025, Brown-Forman expects net sales growth in the range of 2%
to 4%.

[Ed P]

Jack Daniel’s maker says Canada pulling U.S. alcohol off shelves worse than
tariff
Jack Daniel’s maker Brown-Forman
’s CEO Lawson Whiting said on Wednesday Canadian provinces taking American
liquor off store shelves was “worse than a tariff” and a “disproportionate
response” to levies imposed by the Trump administration.
Several Canadian provinces have taken U.S. liquor off store shelves as part
of retaliatory measures against President Donald Trump’s tariffs.
“I mean, that’s worse than a tariff, because it’s literally taking your
sales away, (and) completely removing our products from the shelves,”
Whiting said on a post-earnings call.
Canada on Tuesday also imposed 25% tariffs on goods imported from the U.S.,
including wine, spirits, and beer.

It is retaliation. A very Trumpism act. Donnie would do the same thing.