Liquor companies in Nova Scotia and Newfoundland and Labrador have reported that approximately half of their American alcohol inventory has been sold since reintroducing it to the market last month for charitable purposes. Bruce Keating, the CEO of the Newfoundland and Labrador Liquor Corporation, mentioned that the initial sales days were exceptionally busy but have now stabilized. Crowds of eager customers lined up at many stores, reminiscent of a Black Friday shopping spree.
The sales of U.S. liquor products are nearing the halfway mark of the original $3.2 million inventory in Newfoundland and Labrador. Several Canadian provinces had removed American alcohol from shelves in response to tariff threats from former President Donald Trump. However, as the holiday season kicked off, provinces like Prince Edward Island, Nova Scotia, and Newfoundland and Labrador decided to sell off the stock and donate the proceeds to food banks.
According to a spokesperson from P.E.I.’s liquor control commission, over 25% of the $3.2 million American alcohol inventory has been sold. Sales have slightly slowed down due to high demand for certain products now being sold out. Bourbon, vodka, and Californian red wine have been among the best-selling items.
In Nova Scotia, retail sales of American liquor have reached around $7 million, with a significant portion generated in the first week of reintroduction. Popular purchases include Maker’s Mark bourbon, Jack Daniel’s whiskey, and Bulleit bourbon. In Newfoundland and Labrador stores, American wine sales have surpassed spirits sales, with top wines being Bread & Butter, Meiomi, and Apothic, while Jack Daniel’s, Tito’s vodka, and Maker’s Mark led in spirit sales.
The total retail sales in Newfoundland and Labrador are close to $2.9 million, with the initial inventory valued at $3.2 million. Keating anticipates that it may take another three to five months to sell out the entire stock. The unexpected trade war situation with the U.S. has gained attention, potentially bolstering Canada’s negotiating position, Keating shared.