A viral video circulating on Reddit has highlighted the impact of escalating trade tensions between the United States and Canada, as store workers in Canada were seen removing bottles of Jack Daniel’s Tennessee whiskey from shelves. The video, which quickly gained traction online, comes in response to new tariffs imposed by former U.S. President Donald Trump, and the subsequent retaliatory measures enacted by the Canadian government.
The tariffs, which add a 25% duty on goods imported from Canada and Mexico, were introduced by Trump as a means of pressuring both countries over their alleged role in the fentanyl crisis. However, Canadian officials, including Prime Minister Justin Trudeau, have strongly pushed back against these claims, countering with their own set of economic measures. Among these responses is the decision by the Liquor Control Board of Ontario (LCBO) and other provincial liquor agencies to halt the sale of U.S.-made alcoholic beverages, including Jack Daniel’s.
As one Reddit user pointed out in the discussion surrounding the viral video, the sudden removal of products is not just symbolic—it has immediate financial consequences. “Not only is the lack of sales going to hurt, but a sudden inrush of products means they have to adjust production schedules or try to move it at a discount. Either way, the distilleries are going to feel that, and their bottom line will suffer,” wrote one commenter.
Jack Daniel’s Responds, Calls Situation “Worse Than Tarrifs”
Brown-Forman, the parent company of Jack Daniel’s, has since addressed the situation. Reported by Unilad, CEO Lawson Whiting expressed frustration over the move, stating in a recent earnings call, “I mean, that’s worse than a tariff, because it’s literally taking your sales away—completely removing our products from the shelves.”
While Whiting acknowledged that Canada only accounts for around 1% of Jack Daniel’s global sales, he emphasized that similar measures in other markets, such as Mexico, could have a much more significant impact. Mexico represents 7% of Jack Daniel’s total revenue, making it a major concern if the trade dispute escalates further.
The tariffs have led to a war of words between Trump and Trudeau, with the former U.S. president even suggesting that Canada could avoid economic retaliation by becoming the “Cherished 51st State” of the U.S.—a suggestion Canada has unequivocally rejected. Meanwhile, Trudeau has maintained that the U.S. administration’s justification for the tariffs is based on misinformation, arguing that “less than one percent of the fentanyl intercepted at the U.S. border comes from Canada.”
For now, it remains unclear how long the standoff will last, but the immediate effects are already being felt. With Jack Daniel’s bottles being sent back to warehouses instead of landing in customers’ hands, the dispute serves as a stark reminder that trade wars have real consequences—not just for governments, but for businesses and workers on both sides of the border.
