Jack Daniel’s owner sees Canada sales plunge 62% amid boycott of US booze

Core Viewpoint - The ongoing Canadian boycott of U.S. alcohol, driven by President Trump's tariff policies, is significantly impacting Brown-Forman's earnings, with a reported 62% decline in sales in Canada during the second quarter [1][2]. Group 1: Sales Impact - Canada accounts for approximately 1% of Brown-Forman's total sales, yet the absence of its products in many stores is affecting overall revenue, leading to a 5% year-over-year decline in total net sales to $1 billion [2]. - The company's ready-to-drink Jack Daniel's portfolio experienced a 4% decline in the first half of the fiscal year due to the boycott [2]. Group 2: Market Conditions - Most Canadian provinces have removed U.S. alcohol from shelves to promote local products, with only two provinces still selling U.S. alcohol. Some provinces are selling remaining U.S. inventory for charity [3]. - Despite growth in Brown-Forman's non-U.S. brands like Diplomático and Glendronach, these gains were insufficient to counterbalance losses from the boycott [4]. Group 3: Future Outlook - The CFO of Brown-Forman indicated that the unavailability of American spirits in Canada has significantly impacted the company's performance, and the company anticipates a low-single digit decline in full-year net sales [4]. - There are indications that anti-U.S. sentiment among Canadian consumers may be easing, which could facilitate the return of Brown-Forman products to Canadian stores, although it may take a couple of quarters for this to materialize [5][6].