FREDERICTON – The New Brunswick Liquor Corporation is taking steps to sell off the remaining $3.4 million worth of American alcoholic beverages that were removed from store shelves in protest against the policies of U.S. President Donald Trump. The initiative originated as a response to Trump’s threats regarding trade wars and potential annexation of Canadian territory, which prompted liquor boards across Canada to take similar actions.
Lori Stickles, the president of the New Brunswick Liquor Corporation, addressed a legislature committee earlier this week, revealing that approximately $600,000 worth of American alcohol has already been sold since the protest commenced in March. This decision was part of a broader movement among Canadian liquor boards to showcase their discontent with the U.S. administration’s political maneuvers.
The protests have significant implications for the sale of American alcoholic products in Canada. For instance, in August, the Quebec liquor board announced its intention to potentially destroy around $300,000 worth of American alcohol that had been banned from local stores as part of their protest against the U.S. government's stance.
Currently, Stickles has stated that customers interested in purchasing American alcohol can do so at the corporation’s depot located in Salisbury, New Brunswick. Moreover, she mentioned that some government-operated liquor stores still carry bottles of American products. Nevertheless, she highlighted that the demand for these beverages remains low, suggesting that consumer interest has waned in light of the ongoing political tensions.
This report, which sheds light on the intersection of trade, politics, and business in the context of Canadian-American relations, was first published on October 11, 2025. It provides insight into how governmental policies can directly impact commerce and consumer behavior, especially in the realm of alcohol sales. As Canadian liquor boards continue to grapple with the repercussions of U.S. decisions, the long-term effects on both brands and consumer habits remain to be seen.
