New Brunswick residents who have been missing American bourbon or wine can now find these products back on liquor store shelves, albeit in only one location. New Brunswick Liquor has begun selling its remaining American inventory at its Salisbury warehouse under the direction of CEO Lori Stickles. Stickles emphasized the importance of maximizing value for the province by selling these products to recoup investments and prevent wastage.
Following the removal of U.S. alcohol from corporate Alcool N.B. Liquor stores in response to trade tensions, the Crown corporation found itself with approximately $4 million worth of American inventory, of which around $3.4 million remains unsold. While these products have been available to agency stores and licensed establishments, consumer demand has been lackluster.
Stickles noted that customers have been opting not to purchase these American products, leading to the surplus. Premier Susan Holt had initially announced the removal of U.S. alcohol from shelves due to tariff threats from the Trump administration. Despite the annual average sales of American booze amounting to $40 million, the decision was made to offload the existing stock.
In May, opposition Tories urged N.B. Liquor to sell off the American inventory, with MLA Tammy Scott-Wallace expressing support for the move at the Salisbury depot store. Minister Luke Randall highlighted the increased space for Canadian producers following the removal of U.S. products, acknowledging that some American items are still available at agency stores.
Scott-Wallace commended the decision to sell off the American stock at the depot store, emphasizing the importance of recovering the funds already invested in these products. The depot store, known for liquidating surplus products, is seen as the ideal location for this initiative.