Liquor companies in Nova Scotia and Newfoundland and Labrador have reported significant sales of American alcohol products since reintroducing them for charity purposes last month. Bruce Keating, CEO of the Newfoundland and Labrador Liquor Corporation, stated that initial sales were highly active but have now stabilized. Customers showed high interest, with long lineups at many stores during the initial days of sales.
Sales have reached approximately half of the liquor corporation’s original $3.2 million inventory of U.S. products. Last year, several provincial governments in Canada removed American liquor from shelves due to tariff threats from former U.S. President Donald Trump. However, as the holiday season approached, provinces such as Prince Edward Island, Nova Scotia, and Newfoundland and Labrador decided to resume sales and donate the proceeds to food banks.
Nova Scotia started selling its U.S. alcohol stock on December 1, followed by Newfoundland and Labrador and P.E.I. shortly after. P.E.I.’s liquor control commission mentioned that over a quarter of its $3.2 million American alcohol inventory has been sold, with popular products like bourbon, vodka, and California red wine leading sales.
In Nova Scotia, retail sales of American liquor have reached around $7 million, with top-selling items being Maker’s Mark bourbon, Jack Daniel’s whiskey, and Bulleit bourbon. Similarly, Newfoundland and Labrador stores saw strong sales in American wines such as Bread & Butter, Meiomi, and Apothic, while spirits like Jack Daniel’s, Tito’s vodka, and Maker’s Mark were popular choices.
Keating expressed surprise at the higher sales of American wine compared to spirits in Newfoundland and Labrador. Retail sales in the region have nearly hit $2.9 million, with Keating estimating that it may take three to five months to sell the entire inventory. He noted that the sale and removal of American liquor products have garnered attention and potentially strengthened Canada’s position in trade negotiations with the U.S.
Keating emphasized the unexpected role he played in the trade dispute with the U.S., highlighting the positive impact on the province. The initiative to sell American liquor for charity purposes has not only boosted sales but also contributed to broader trade discussions between Canada and the U.S.
