The Canadian division of Anheuser-Busch InBev has released an advertising campaign highlighting the domestic production of some of its brands in the country, following the confirmation of the threatened 25% tariff on imports into the US.
Labatt Breweries unveiled the adverts yesterday (2 February) as US president Donald Trump announced the imposition of 25% tariffs on imports from Canada and Mexico – and a 10% tariff on goods from China – starting tomorrow. Subsequently, three adverts, one each for Budweiser, Bud Light and Busch, are running in Canada now.
“Made in Canada with 100% Canadian barley, Budweiser, Bud Light and Busch reflect the dedication of our 3,500 employees and the strength of the communities where we operate,” said Labatt president Marcelo Michaelis.
Additionally, in retaliation to the development, the Liquor Control Board of Ontario (LCBO) announced yesterday that it will remove all US-sourced alcohol products in-store and online and “stop all purchase of all US products, and cease wholesale sales of these products to restaurants, bars, grocery, and other retailers”. The move will be in effect “no later” than tomorrow.
The LCBO, which oversees alcohol sales in Canada’s most populous province, is the importer of record for all US alcohol products in Ontario, with annual sales of around CAD965m (US$663m). The company said it lists “more than” 3,600 products from 35 US states.
Premier Doug Ford said in a post via X: “As the only wholesaler of alcohol in the province, LCBO will also remove American products from its catalogue so other Ontario-based restaurants and retailers can’t order or restock US products.
“There’s never been a better time to choose an amazing Ontario-made or Canadian-made product,” Ford added.
Prime Minister Justin Trudeau has announced retaliatory tariffs on CAD155bn-worth of US-made products and indicated that provincial leaders are preparing their own non-tariff responses.
