U.S. liquor returning to shelves a sign of 'good faith' in trade negotiations, Wakeham says

Liquor from the United States is expected to permanently return to store shelves in Newfoundland and Labrador pending a final trade agreement between Canada and the U.S., but Premier Tony Wakeham says he's unsure if people will buy it.

"I think there's something like $400,000 worth of inventory left in our shelves," Wakeham told reporters on Thursday. "The question of whether or not people will support it, that's the individual's choice."

Wakeham was part of a meeting of Canada's premiers on Wednesday to hear an update from Prime Minister Mark Carney on trade negotiations with U.S. President Donald Trump. Canadian officials are hoping to complete a trade deal by Friday.

"He's confident that they will reach an agreement," Wakeham said of Carney. "And as part of this agreement, he asked all the provinces, as a sign of good faith, will you put U.S. liquor back on our shelves, and we all agreed."

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Later on Thursday, an emailed statement from the Department of Finance clarified that product would only return to shelves pending a final agreement between Canada and the U.S.

Newfoundland and Labrador originally pulled American liquor from N.L. Liquor Corporation shelves in February 2025, following the lead of other provinces taking a stand against U.S. tariffs.

That December, Finance Minister Craig Pardy announced liquor would briefly return to shelves in order to clear stock. Net profits from the sales were donated to the Community Food Sharing Association — which materialized as $750,000 across two donations.

At the time, Pardy said the sale wasn't an endorsement to bring U.S. booze back on shelves.

WATCH | Allowing U.S. booze sales a sign of good faith, premier says:

In an email to CBC News, the NLC said around 11 per cent of its American inventory put out on its shelves in December remains.

The email added the provincial Crown corporation is waiting for a directive from the provincial government on further action — including orders on U.S. products — but Wakeham said on Thursday that it's the NLC’s decision to make.

"It's up to the NLC to determine. Place their orders, the procurement of booze. But one of the questions I did ask yesterday was how much volume of U.S. liquor is still on our shelves," Wakeham said.

Consumers hesitant to buy U.S. product

Some shoppers in the St. John's area told CBC News that despite the product coming back, Trump's actions toward Canada might ultimately keep them away from U.S. booze.

"We've got plenty of good alcohol here in Canada, and they've proven not to be our friends unless it's to their advantage," Grocery shopper Ward Gross said, adding he'll be staying away from U.S. product.

Shopper Chris Lamar said the absence of U.S. product changed his purchasing habits to the point where he likely won't consider going back.

"While it was gone, I explored other options. Canadian options, and actually found that I sort of like them more," he said. "I thought that I would be excited for it to be coming back, but I'm kind of indifferent now."

But some shoppers, like Loren Vidri, are excited to see products like Jack Daniels make a permanent return.

"I think that's cool. I'm down for that," Vidri said, adding they believe the move to bring product back can help smooth relations between Canada and the U.S.

The Department of Finance told CBC News in its emailed statement that the return of U.S. product "does not diminish support for Canadian wineries, breweries and distilleries."

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