Canadians Vote With Their Wallets 9/23/26
Summary
Jessica Ettinger reports on how the US-Canada trade war has caused American spirits exports to drop over 70%, leading to empty shelves in Canadian provinces. The segment highlights the complex path to recovery, requiring federal negotiations, provincial alignment, and brand re-engagement with consumers. Michael Bllo of the American Whiskey Association outlines these three necessary steps, while noting that Brown-Forman has offset losses by increasing sales of ready-to-drink cocktails.
Topics discussed
Intro: Booze as a lightning rod in US-Canada trade war
Scarcity of American alcohol in Canadian provinces
Nova Scotia Premier on long-term retail implications
Three steps for brands to regain Canadian market access
Brown-Forman offsets losses with RTD cocktails
Sign-off and resources for trade tariff updates
Sponsor: Charles Schwab and Thinkorswim platform
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