Full Breakdown
New Brunswick Liquor Corporation Seeks to Liquidate American Alcohol Stock
10/12/2025, 6:04:43 AM
Background of the Trade Dispute
The New Brunswick Liquor Corporation (NB Liquor) has initiated efforts to sell off approximately $3.4 million worth of American alcohol that was removed from store shelves in March 2025. This action was part of a broader response by Canadian provinces to the trade tensions initiated by U.S. President Donald Trump, who threatened Canada with tariffs and trade wars. The decision to pull American products was made in solidarity with other liquor boards across Canada, including Nova Scotia and Quebec.
Current Sales Efforts
Since the removal of American alcohol, NB Liquor has managed to sell around $600,000 worth of these products. Lori Stickles, the president of NB Liquor, stated that the agency is now focused on recouping its investment and reducing waste by selling the remaining stock at discounted prices from its depot in Salisbury, New Brunswick. Stickles noted that while the initial sales were slow, there has been a recent uptick in interest, with customers traveling from other provinces to purchase the discounted products.
Impacts on Local Markets
The removal of American alcohol has led to a shift in consumer behavior, with many customers opting for Canadian products instead. Stickles mentioned that bars and restaurants have adapted by reprinting menus and altering drink recipes to exclude American spirits. This shift has allowed Canadian liquor producers to gain a stronger foothold in the market, with an increase in shelf space dedicated to local products.
Official Statements & Responses
Premier Susan Holt had previously directed NB Liquor to cease purchasing U.S. alcohol and remove it from shelves as part of the province's response to Trump's tariff threats. In response to calls from opposition members to sell the existing stock, the minister responsible for NB Liquor, Luke Randall, acknowledged that while some American products are still available at agency stores, the focus has shifted towards promoting Canadian alternatives.
Criticism & Opposition
Despite the efforts to liquidate the American alcohol stock, there has been criticism regarding the handling of the situation. Some opposition members, including MLA Kathy Bockus, have questioned why the province did not sell the American liquor sooner. Additionally, Ron Marcolin from Canadian Manufacturers & Exporters highlighted the negative impact on American alcohol producers, noting a staggering 85% drop in U.S. booze exports to Canada in the second quarter of 2025 compared to the previous year.
Verbatim Quotes
- “We own these products; let's sell them, let's get our money out of these products,” Stickles said.” — Lori Stickles, President of NB Liquor
- “(Sam Farley/CBC) “Customers are making the choice not to buy that product.” — Lori Stickles, President of NB Liquor
- “Some provinces like Nova Scotia are leaving it in storage, others are attempting to get it back through various means like sending it back to the distributor, others are holding on to it or others a merely liquidating,” — Ron Marcolin, Divisional Vice-President, Canadian Manufacturers & Exporters
What's Next
As NB Liquor continues its sales efforts, the future of American alcohol in New Brunswick remains uncertain. The ongoing trade negotiations between Canada and the U.S. may influence whether these products will return to store shelves in the future. Meanwhile, the focus on promoting local products is likely to persist as consumer sentiment shifts towards supporting Canadian producers.
