Bob Mackin
The Jack Daniel’s concession stand at B.C. Place Stadium is the latest casualty of Donald Trump’s trade war with Mark Carney.
From August 2026, the Jack Daniel’s Barrel House and BBQ in B.C. Place Stadium. (Mackin)
In March 2025, B.C. was among the provinces that yanked U.S. alcoholic beverages from liquor stores shelves in retaliation to the U.S. president’s tariffs on Canadian imports. Jack Daniel’s was perhaps the highest-profile product no longer for sale at the chain of nearly 200 public-owned B.C. Liquor Stores.
The Jack Daniel’s Barrel House and BBQ concession stand at section 210 in B.C. Place operated before the FIFA World Cup. It sold Jack Daniel’s Old No. 7 and Tennessee Honey shots for $10.75, in addition to Jack Daniel’s-infused Prime Rib Philly ($23.25) and BBQ Pulled Pork Sandwich ($18).
But it is no longer business as usual.
“As of July 25, the location at section 210 is operating as an unbranded concession, offering limited Jack Daniel’s inventory while existing supplies last,” said Jenny McKenzie, the senior manager of marketing and communications for B.C. Pavilion Corporation (PavCo), the Crown company that operates B.C. Place.
“Due to the current trade environment, Jack Daniel’s branding has been temporarily removed while B.C. Place and Brown‑Forman Canada evaluate next steps together. Both organizations value their longstanding partnership and will continue to monitor developments closely.”
Brown-Forman Corporation, headquartered in Louisville, Ky., is the parent company of Jack Daniel’s. The company reported US$715 million net income on US$5.082 billion revenue as of April 30, down from US$869 million last year. Brown-Forman did not respond for comment.
From February 2026, the Jack Daniel’s Barrel House and BBQ in B.C. Place Stadium. (Mackin)
Its most-recent annual report warned investors that tariffs “could pose a significant risk to our business” through higher costs of goods sold and lower gross profit and margins. Product availability could prompt customers to seek alternatives.
Trump imposed an additional 50% tariff on Canadian goods, from wine to hockey sticks to cement, on July 20, just 24 hours after he sat with Prime Minister Mark Carney to watch Spain beat Argentina in the FIFA World Cup final in New Jersey.
Trump’s proclamation said the tariffs, effective Aug. 19, are “in response to Canada’s discriminatory treatment of American products.”
The White House said Canadian imports of U.S. booze fell 81%, year-over-year, from US$718 million in March 2025 to US$137 million in February 2026.
On July 21 at a meeting with other provincial and territorial premiers, B.C.’s David Eby told reporters “there is not a chance in hell that U.S. alcohol is going back on the shelf in British Columbia.
“I am proud of that and I know that British Columbians support that,” Eby said. “The idea of the president that he can bully us into whatever he wishes is incorrect.”
A week later, on July 28 in Surrey, Eby said, due to tariffs punishing B.C. lumber workers, “we will never put U.S. alcohol back on the shelves.”
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