The producers of Jack Daniel’s have spoken out after a viral video showed the popular whiskey brand being taken off shelves in Canadian stores.
A widely shared clip online captures store employees in Canada removing the whiskey from displays, seemingly in reaction to tariffs introduced by Donald Trump and the countermeasures announced by Justin Trudeau, Canada’s outgoing prime minister.
Earlier this week, the Liquor Control Board of Ontario (LCBO) pulled American-made alcoholic beverages from its stores, a decision that has faced criticism from Brown-Forman, the company behind Jack Daniel’s.
Lawson Whiting, the company’s CEO, stated during a financial earnings call, “This is even worse than a tariff—it’s completely wiping out our sales by pulling our products off the shelves.”
He described Canada’s counter-tariffs as “disproportionate,” though he acknowledged that Canadian sales made up just one percent of the company’s total revenue, according to The Guardian.
The removal of Jack Daniel’s from store shelves in Mexico could pose a bigger issue for the brand, given that sales from the country contributed seven percent to 2024’s total revenue.
Looking ahead, Whiting anticipates “ongoing uncertainty and external challenges” in the market.
Jack Daniel’s is being removed from shelves in canada
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Last month, Trump approved an order enforcing tariffs aimed at “holding China, Mexico, and Canada accountable for their commitments to stop the influx of dangerous drugs into the U.S.” The directive imposed an extra 25 percent tariff on imports from Canada and Mexico.
Trump stated that the only way Canada could avoid these tariffs would be to “become [the U.S.’s] beloved 51st state,” a suggestion that Canada was naturally unwilling to accept.
The order alleged that “fentanyl production in Canada is on the rise” and noted that authorities at the northern border seized enough fentanyl in the last fiscal year to “potentially kill 9.8 million Americans.”
Jack Daniel’s have been impacted by the tariffs (Stephen Lovekin/Getty Images for New York Magazine)
Trudeau, however, has countered that “less than one percent of the fentanyl intercepted at the U.S. border originates from Canada” and emphasized that the country has “worked tirelessly to combat this crisis affecting both Canadians and Americans.”
Despite these efforts, tensions continued to rise, escalating the situation further.
In response, Canada imposed its own counter-tariffs, refusing to let what they see as Trump’s “unjustified decision go unanswered.” Additionally, they are engaged in “active and ongoing discussions with provinces and territories to explore various non-tariff measures.”
“While we call on the U.S. administration to reverse these tariffs, Canada remains steadfast in defending our economy, our jobs, our workers, and ensuring a fair outcome,” Trudeau stated.