Jack Daniel’s owner sees Canada sales plunge 62% amid boycott of US booze

Food Dive reported the development on 2025-12-10. Brown-Forman said fallout from the Trump Administration’s trade policies has had a “significant impact” on earnings, with the majority of retailers in the country still refusing to stock alcohol from the United States.

The report places the news in a wider commercial context. Spirits giant Brown-Forman said the ongoing Canadian boycott of U.S. alcohol spurred by President Donald Trump's tariff policies continues to drag down earnings, with sales in the country declining 62% in the second quarter. While Canada only makes up about 1% of Brown-Forman’s total sales, the continued absence of its products from a bulk of the country's stores is impacting its entire top line.

For the food sector, the practical implications extend beyond the immediate announcement. The drop off also impacted the company’s ready-to-drink Jack Daniel’s portfolio, which fell 4% in the first half of its fiscal year. As Canadian consumers protest Trump's tariffs, only two provinces continue to sell alcohol from the United States, according to the BBC.

Attention now turns to how companies, customers and regulators respond. Growth of Brown-Forman's Diplomático and the Glendronach, which are produced outside of the U.S., wasn’t enough to offset the declines elsewhere, executives said in an earnings call last week. "The continued unavailability of American spirits products in Canada resulted in a significant impact to our top line performance," CFO Leanne Cunningham said on an earnings call.