Liquor companies in Nova Scotia and Newfoundland and Labrador have reported that approximately 50% of their stock of American alcohol has been sold since reintroducing it for sale last month to support charitable causes. According to Bruce Keating, the CEO of the Newfoundland and Labrador Liquor Corporation, the initial sales were very busy, with long queues of customers eagerly waiting for stores to open. However, the pace has since normalized. Sales have now reached about half of the liquor corporation’s original $3.2 million U.S. product inventory.
Last year, several provincial governments in Canada removed American alcohol from shelves due to tariff threats from U.S. President Donald Trump. As the holiday season approached, provinces such as Prince Edward Island, Nova Scotia, and Newfoundland and Labrador decided to resume sales of these products and donate the proceeds to food banks.
Nova Scotia initiated the sale of its American alcohol on December 1, with Newfoundland and Labrador and P.E.I. following suit shortly after. The spokesperson for P.E.I.’s liquor control commission mentioned that over a quarter of the $3.2 million American alcohol inventory has already been sold. Sales have slowed down recently as some popular products have sold out, particularly bourbon, vodka, and red wine from California.
The Nova Scotia Liquor Corporation has reported retail sales of American alcohol totaling around $7 million to date, with a significant portion of sales occurring in the first week. Top-selling products include Maker’s Mark bourbon, Jack Daniel’s whiskey, and Bulleit bourbon. In Newfoundland and Labrador, surprisingly, American wine sales have surpassed spirits sales, with brands like Bread & Butter, Meiomi, and Apothic leading the way.
Keating noted that retail sales in Newfoundland and Labrador have reached nearly $2.9 million so far, with the entire inventory expected to sell out in three to five months. The removal and sale of American alcohol have brought attention to the trade war situation with the U.S., potentially strengthening Canada’s negotiating position.
Overall, the initiative to sell off American alcohol inventory for charity has garnered positive attention and support for provincial interests.