In a move that’s stirred up both local shelves and international headlines, the New Brunswick Liquor Corporation (NB Liquor) finds itself with $3.4 million worth of American alcohol it once yanked from stores in protest against U.S. President Donald Trump’s policies. Now, after months of political posturing and consumer shifts, the agency is eager to sell off what remains—a saga that’s become a telling snapshot of the unpredictable cross-border relationship between Canada and its southern neighbor.
The story began in March 2025, when NB Liquor, along with other liquor boards across Canada, decided to pull American booze from its shelves. The reason? President Trump had threatened Canada with a trade war and even raised the specter of annexation, a move that sent shockwaves through political circles and, as it turns out, the beverage industry. According to The Canadian Press, Premier Susan Holt was clear in her directive: "I have directed NB Liquor to cease purchasing U.S. alcohol and to remove their products from the shelves." That was February 2025, and the policy was swift and sweeping.
Since then, about $600,000 worth of American alcohol has managed to find its way into the hands of consumers, but that’s just a drop in the barrel compared to the $3.4 million left languishing in storage. Lori Stickles, president of NB Liquor, told a legislature committee earlier this week that the agency is now actively seeking to recover its investment for the people of New Brunswick. "We own these products. Let's sell them," Stickles said. "So we're actively working to recover that investment for the people of New Brunswick. We don't want to be storing these products or, you know, in the event some of them get too old, then you have to destroy the product."
But what does one do with thousands of bottles of bourbon, whiskey, and other American spirits that have, for months, been off-limits to most shoppers? Stickles explained that customers can still purchase American alcohol at the corporation's depot in Salisbury, New Brunswick, and that some government-run liquor stores still have bottles available. Yet, as she candidly put it, "There is not much demand for American products with consumers having moved on." The reality is that many restaurants and bars have reprinted menus and reimagined their cocktail lists, making the return of American brands a tough sell. "A lot of (restaurants and bars) reprinted menus. They've redone how they make their drinks," Stickles noted. "And so the question is, what happens to these products?"
This isn’t just a New Brunswick problem. In August, the Quebec liquor board said it might be forced to destroy $300,000 worth of American alcohol that had been banned from stores. The ripple effects of the Canadian protest have been felt south of the border as well. According to an October report from the Distilled Spirits Council of the United States cited by The Canadian Press, American booze exports to Canada plummeted by 85% in the second quarter of 2025 compared to the same period in 2024, sinking below US$10 million. That’s a staggering drop for an industry used to brisk cross-border business.
For context, New Brunswick typically sells about $40 million worth of American alcohol products in stores each year, according to Premier Holt. The sudden halt in sales and purchases has left a significant gap, not just in revenue but in consumer habits. The question of what to do with the remaining inventory has become a matter of public debate. In May 2025, Progressive Conservative legislative assembly member Kathy Bockus raised the issue in question period, asking why the province doesn’t simply sell the American liquor rather than let it gather dust or go to waste.
Luke Randall, the minister responsible for NB Liquor, responded by noting that some American alcohol was still available at agency stores but also highlighted a silver lining: the increased shelf space for Canadian products. The shift has been noticeable. About 14% of shelf space is now dedicated to local products, which make up 8% of the agency’s sales. Stickles emphasized, "There's a lot of local presence. Certainly recently, the sentiment toward local is greater than ever. We saw that sentiment during COVID and we've certainly seen a surge of that sentiment, again, with the recent things that are happening geopolitically."
Indeed, the pandemic years saw a groundswell of support for local businesses, and the recent geopolitical tensions have only amplified that trend. Consumers, once loyal to imported brands, have embraced homegrown options with renewed enthusiasm. The numbers speak for themselves: although local products have a smaller share of sales, their presence on shelves is at an all-time high, reflecting a broader shift in public sentiment.
Still, the practicalities of inventory management remain. Storing unsold alcohol isn’t just a logistical headache—it’s a financial one. Stickles made it clear that the agency doesn’t want to keep these products indefinitely, especially given the risk that some could expire and require destruction. That’s not just wasteful, it’s a loss for taxpayers and a blow to the agency’s bottom line.
The situation in Quebec serves as a cautionary tale. With $300,000 worth of American alcohol at risk of being destroyed, the province faces the same dilemma as New Brunswick: how to balance political principles with fiscal responsibility. Across the country, liquor boards are grappling with similar questions, caught between the desire to send a message and the need to manage public resources wisely.
For American distillers, the Canadian boycott has been a wake-up call. The steep drop in exports has forced many producers to rethink their strategies and seek new markets. Meanwhile, Canadian consumers have discovered a wealth of local and national alternatives, and many seem content to stick with them.
It’s a rare moment when international politics, local economics, and the simple act of choosing a drink collide so publicly. For now, New Brunswickers looking to pick up a bottle of American whiskey can do so—if they know where to look. But the era of American dominance on local shelves appears to be over, at least for the time being.
As NB Liquor works to clear out its remaining stock and recover its investment, the episode stands as a reminder of how quickly global events can reshape even the most everyday aspects of life. Whether the American bottles will find new homes or meet a less dignified end remains to be seen, but one thing’s clear: the politics of trade and taste are anything but predictable.