Canada is pulling U.S. booze off shelves. Heres what Jack Daniels maker said – National [Video]

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 per cent tariffs on goods imported from the U.S., including wine, spirits, and beer.

Whiting, however, said that Canada accounted for only one per cent 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 seven per cent of its 2024 sales.