Consumers in Canada have started avoiding American goods, sports events, and travel after Donald Trump first threatened and now also introduced tariffs of 25 percent on Canadian goods.
Brown-Forman's CEO Lawson Whiting did not hold back when he commented on the consumer boycott of American spirits in neighboring Canada, reports CNBC.
I think it's worse than tariffs because it literally means a stop for our sales when they remove our products from the shelves, said Whiting during a phone press conference and added that the boycott in Canada is an "excessive response" to the new tariffs.
Sales in Canada account for only 1 percent of Brown-Forman's total sales, so the loss is manageable, according to Lawson Whiting.
On Tuesday, Canada also introduced tariffs of 25 percent on goods from the USA, including wine, spirits, and beer.
