The company behind Jack Daniel’s has admitted its Canadian sales have taken a 62% nosedive, blaming a “significant” boycott that leaves liquor store shelves looking like prohibition-era museum exhibits.
Executives at Brown-Forman, the Kentucky-based parent company, told investors the Canadian market had suddenly developed a taste for both moral outrage and cheaper alternatives, an intoxicating cocktail for any struggling brand. Canadians, once content to mix Jack with Coke and regret, now seem to prefer punishing distillers with the same enthusiasm usually reserved for hockey refs.
Industry analysts warn the plunge could ripple into southern supply chains, though some optimists note that drinking 62% less whiskey might mean 62% fewer bar fights.
For now, the company says it remains committed to winning back Canadian drinkers. Early ideas reportedly include price cuts, rebranding, or simply waiting until winter, when even boycotters may realize sobriety doesn’t pair well with minus-30.
