If you visit an NB Liquor store today, you will notice a missing section. Premier Susan Holt refuses to allow American liquor back on New Brunswick store shelves until the United States lowers tariffs on softwood lumber and other local products.

According to a recent report from CBC News, the standoff continues as federal negotiations unfold. US President Donald Trump demanded an end to provincial alcohol bans in July when he threatened a new round of tariffs on Canadian goods. Holt stands firm on her requirement for tariff relief before she considers any concessions.

“You don’t get rewarded for threatening tariffs,” Holt said during a Wednesday event at a Memramcook winery. “You have to take us back to the time before we had tariffs.”

Sales Slump for Remaining American Stock

NB Liquor stopped buying new US products in February 2025 and pulled all American alcohol from its shelves the following month. The crown corporation made its remaining inventory available again starting in May 2025. Shoppers can now find these leftover products at agent stores, grocery stores, and the Salisbury depot.

Even with the remaining stock available, New Brunswickers show little interest in buying it. Before the import ban, NB Liquor sold roughly $40 million worth of American products every year. Between May 2025 and March 2026, the corporation sold just $5.85 million of its remaining inventory.

NB Liquor spokesperson Angela Bosse notes customers now choose Canadian and local products instead. Shoppers want to know where their purchases come from and who makes them.

Trade Vulnerability and Federal Negotiations

Prime Minister Mark Carney and Federal Trade Minister Dominic LeBlanc continue to negotiate an agreement with the US. A spokesperson for the premier confirmed the province lacks information about the current state of these negotiations.

University of New Brunswick economist Herb Emery believes the initial alcohol ban makes the province vulnerable to the current round of tariffs. He suggests lifting the ban as a trade concession.

“Retaliating against US trade barriers feels good in the short run, but it costs you in the long run,” Emery said. “In a lot of cases, we are better off turning the other cheek, rather than acting like we actually have some power with the United States, when we are a fraction of their size.”

Holt rejects this approach. She insists American alcohol will stay off the shelves until the US restores free and fair trade.

Frequently Asked Questions

Why is American liquor banned in New Brunswick?

The provincial government banned American liquor imports to retaliate against US tariffs on Canadian goods like softwood lumber.

Can I still buy American alcohol in the province?

Yes. You can buy the remaining inventory at NB Liquor stores and partner locations, but the province refuses to import new stock.

What does Premier Holt want before lifting the ban?

She demands the US roll back existing tariffs on New Brunswick products to restore fair trade conditions.