← Back to overview

Active New Brunswick Orders NB Liquor to Halt U.S. Alcohol Sales

Category: 🍺Alcohol
Scope: Provincial Policy
Origin: New Brunswick, Canada
Target: US
Response to: US Imposes 25% Tariff on non-USMCA Canadian Imports

Effective: March 04, 2025

Est. Cost: 8 million Canadian dollars annually (based on prior import levels)

Impacted Jobs: 50 - Liquor store operations adjust sourcing; small boost for Canadian wineries and distilleries

Description:

Premier Susan Holt ordered NB Liquor to immediately stop purchasing and selling U.S.-made wines, spirits, and beer in response to U.S. tariffs. The order applies to future inventory, though existing stock may be sold through.
Impacts:
  • U.S. alcohol products removed from NB Liquor outlets
  • Increased market share for domestic and international non-U.S. brands
  • Limited consumer disruption due to substitutions
Analysis:

New Brunswick’s ban on U.S. alcohol is a small but consistent extension of Canada’s regional retaliation strategy. It delivers a modest economic signal while aligning with actions in other provinces. Its limited scale is balanced by high symbolic visibility in a tightly regulated retail environment.

Sources: