New Brunswick to Sell $3.4 Million of American Alcohol in Protest

The New Brunswick Liquor Corporation has announced plans to sell approximately $3.4 million worth of American alcohol that was removed from store shelves in response to the policies of U.S. President Donald Trump. This decision follows a protest initiated earlier this year in March 2025, which saw the agency and other liquor boards across Canada take similar actions against American products.

Context of the Protest

The removal of American alcohol came as tensions escalated between Canada and the United States, particularly after President Trump threatened Canada with a potential trade war and even suggested annexation. In solidarity, various liquor boards across Canada, including those in Quebec, took steps to restrict the sale of American products. Notably, the Quebec liquor board warned that it might have to destroy $300,000 worth of American alcohol that had been banned from sale.

During a recent committee meeting, Lori Stickles, president of the New Brunswick Liquor Corporation, explained that since the protest began, approximately $600,000 worth of American alcohol has already been sold. Despite this, Stickles noted that demand for these products remains low.

Availability and Future Plans

Customers interested in purchasing the remaining American alcohol can find it at the corporation’s depot in Salisbury, New Brunswick, and some government-run liquor stores may still have stock available. Stickles emphasized that while the products are still being offered, they have not seen strong sales since the protest was initiated.

This report, originally published by The Canadian Press on October 11, 2025, highlights the ongoing impacts of political decisions on consumer goods and the broader implications for international trade relations.