The CEO of Brown-Forman, the company behind Jack Daniel’s, stated that Canadian retailers’ decision to stop selling U.S. alcohol in protest of President Trump’s trade policies is harming the company’s finances more than the tariffs themselves. CEO Lawson Whiting emphasized that this action removes sales opportunities entirely, which he views as a disproportionate response to a 25% tariff. While Canada represents only 1% of their sales, the company is wary of potential retaliatory tariffs from the EU, as 55% of their sales occur outside the U.S.

Source: https://www.supplychaindive.com/news/jack-daniels-brown-forman-canada-tariffs-taken-off-shelves-stores-ontario-alcohol-bourbon-trump/741970/