Saskatchewan has backtracked on its plan to halt the sale and distribution of American-branded alcohol products manufactured in Canada following criticism from the industry. The Saskatchewan Liquor and Gaming Authority (SLGA) had initially informed beverage alcohol retailers, distributors, and producers that American-branded products would not be sold or distributed in the province in response to U.S. tariffs.
An initial list of 54 American alcohol brands, including Bud Light, Blue Moon, Busch, and Kirkland Wine, was released by the SLGA. However, industry figures such as Jim Bence, the president and CEO of Hospitality Saskatchewan, argued that many American beer brands with U.S. headquarters are actually brewed in Canada.
Labatt Breweries of Canada, which employs around 3,500 people in the country, produces brands like Bud Light, Busch, and Budweiser within Canada. Beer Canada also urged the province to reverse its decision, emphasizing that Canadian beer brands brewed in various provinces, primarily using Western Canadian-grown barley, were being unfairly targeted.
Following discussions with stakeholders, the government announced a reversal of its stance. Alana Ross, the minister overseeing SLGA, stated that after consulting industry representatives, the public, and local distributors, they decided to realign with other provinces and shift the focus to alcohol produced in the U.S. The province confirmed that the sale and distribution of the 54 Canadian-produced American brands would resume.
Jim Bence commended the government for listening to feedback and reversing the decision. The government’s responsiveness to feedback and willingness to reconsider its actions were acknowledged by Bence.
The province has not disclosed which American-made beers will now be prioritized for sale.
