Moosehead Breweries Navigates U.S. Import Ban and Tariffs With Inventory Buffer and Domestic Push
New Brunswick-based Moosehead Breweries faces disruption from a new U.S. import ban on Canadian alcohol and 50 per cent tariffs imposed in August. CEO Andrew Oland says the company has enough U.S. inventory to last until early November while it focuses on growing domestic sales and finding new international partners.
A United States import ban on several Canadian goods, including alcohol and motorcycles, took effect last Tuesday, creating significant disruption for New Brunswick-based Moosehead Breweries. The American market accounts for roughly 15 per cent of the 159-year-old brewer's annual sales.
The ban compounds challenges that began in August, when Moosehead was hit with 50 per cent U.S. tariffs. Chief executive officer Andrew Oland, the sixth generation to run the family business, described the situation as surreal given decades of free trade between the two countries.
In anticipation of the ban, distributor partners increased their orders last week. Moosehead has approximately 250 distributors in the U.S. who sell beer to retailers, bars, and restaurants. Because of the ramped-up orders, the company secured enough inventory in the United States to last until probably early November.
To offset the loss of access to the U.S. market, Moosehead is shifting its strategy to grow domestic sales and seek new international trade partners. The company is leveraging historical resilience and a "pro-Canada" consumer movement to support this effort.
Earlier this year, in March of 2025, Moosehead introduced a "presidential pack" promotion offering one beer for every day left in the Trump presidency, totaling 1,461 beers. The promotion received positive reception as part of the brewery's pro-Canada branding.