Jack Daniel's Maker Faces Sales Hit as Canada Pulls U.S. Spirits Over Tariffs

Brown-Forman CEO calls Canadian retaliation to U.S. tariffs a 'disproportionate response' that impacts sales more than the tariffs themselves.

Canadian provinces have removed U.S. liquor, including Jack Daniel's, from store shelves in response to tariffs imposed by the Trump administration.
Brown-Forman CEO Lawson Whiting described the move as 'worse than a tariff,' citing the direct removal of products from shelves as a significant sales impact.
Canada and Mexico, which together accounted for 8% of Brown-Forman's 2024 sales, have both imposed retaliatory 25% tariffs on U.S. goods.
Brown-Forman reported a 3% decline in quarterly net sales, missing Wall Street estimates, but reaffirmed its full-year growth forecasts despite ongoing challenges.
The company has implemented cost-cutting measures, including workforce reductions and plant closures, to navigate a volatile market environment and declining demand in key regions.