Liquor companies in Nova Scotia and Newfoundland and Labrador have reported that approximately half of their stock of American alcohol has been sold since reintroducing it for charity sales last month. Bruce Keating, CEO of the Newfoundland and Labrador Liquor Corporation, mentioned that the initial sales rush has subsided, with staff working diligently to stock shelves and customers showing keen interest.
Keating described the early sales days as extremely busy, with long queues forming outside many stores reminiscent of Black Friday scenarios. Sales figures have nearly reached half of the liquor corporation’s original $3.2 million U.S. alcohol inventory. Several provinces in Canada had removed American liquor from shelves last year due to tariff threats from U.S. President Donald Trump.
As the holiday season approached, provinces like Prince Edward Island, Nova Scotia, and Newfoundland and Labrador decided to sell off the American liquor and donate the proceeds to food banks. P.E.I.’s liquor control commission disclosed that more than 25% of its $3.2 million American alcohol inventory has been sold, with sales tapering off as some popular products have sold out.
Nova Scotia has generated approximately $7 million in retail sales of American liquor, with top-selling products including Maker’s Mark bourbon, Jack Daniel’s whiskey, and Bulleit bourbon. Similarly, Newfoundland and Labrador saw strong sales in American wine brands like Bread & Butter, Meiomi, and Apothic, while spirits like Jack Daniel’s, Tito’s vodka, and Maker’s Mark were top sellers.
Keating expressed surprise at the higher demand for American wine over spirits in Newfoundland and Labrador stores. The retail sales in the region have reached nearly $2.9 million, and Keating estimated that it could take another three to five months to sell the entire inventory. The decision to remove and sell American liquor products has garnered attention and potentially strengthened Canada’s position in trade negotiations with the U.S., according to Keating.