Canada's Bourbon Backlash Hits Kentucky Distillery Amid Tariff War • Over Here Toronto

As the Canada-U.S. trade dispute deepens, Kentucky bourbon has become a symbolic casualty, and one distillery in particular is feeling the effects — both financially and personally.

Victor Yarbrough, co-founder of Brough Brothers Distillery, the first Black-owned bourbon maker in Kentucky, has been on the receiving end of a wave of hostile emails from Canadians. This backlash emerged after he publicly discussed the negative impact U.S. tariffs have had on his small business.

“Ultimately, it’s not really about tariffs. It’s about sovereignty,” Yarbrough said, noting the emails have become shockingly personal and explicit.

Angry Emails and Lost Deals

Shortly after appearing on Canadian and American news outlets, Yarbrough received over 50 emails, many of which included vulgar language and anti-American sentiment. Some messages mocked U.S. political decisions, while others blamed him directly for the effects of the trade war.

One email referenced a boycott lasting “four years”
Another slammed Republicans and quoted a crude twist on Trump’s campaign slogan

At the time, Brough Brothers was negotiating a deal to export 10,000 bottles to New Brunswick. Those talks were abruptly paused once Canada’s counter-tariffs took effect, targeting American goods like bourbon.

“We’re just stuck in the middle,” Yarbrough said. “Tariffs aren’t good for anyone.”

Bourbon in the Crosshairs

The Canadian government, along with several provinces, pulled U.S. alcohol from shelves in retaliation for Trump’s tariffs on Canadian goods. Ontario Premier Doug Ford didn’t hold back.

“The governor of Kentucky said don’t touch our bourbon. I said, that’s the first thing we’re going after,” Ford stated in March.

Ontario’s response included removing 3,600 U.S. products from LCBO shelves, including Kentucky bourbon — a blow to distillers already facing pressure.

While bourbon isn’t Kentucky’s largest export — aerospace components top that list — it remains the state’s most iconic product, making it an easy target for political pushback.

Industry Feels the Pressure

Even before the trade conflict escalated, Kentucky’s bourbon industry was under strain. In January, Brown-Forman, the maker of Jack Daniel’s and Woodford Reserve, announced a 12% global workforce reduction, affecting around 200 jobs in Louisville.

Kentucky Governor Andy Beshear, a Democrat, expressed concern about further job losses.

“We’re seeing layoffs already, and farmers are nervous,” he told CBC News. “Let’s be strategic — these tariffs hurt both sides.”

Beshear, along with Senators Rand Paul and Mitch McConnell, has publicly opposed the tariffs, urging a resolution to avoid economic damage.

Local Support for Trump Remains Strong

Despite the bourbon industry’s woes, Trump retains strong support in Kentucky, where he won over 64% of the vote in 2024. Many residents trust his long-term trade vision.

Ted Jackson, a Louisville cigar vendor and Trump supporter, sees the tariffs as part of a bigger plan: “There may be bruises, but he’s trying to fix something.”
Steve Stinnett, a retiree, admits the tariffs may hurt car buyers but still stands by his vote.
Sue Troutman, a former bartender, said the bourbon industry struggled under Trump’s previous tariffs but hopes things will improve.

Even among skeptics, Trump’s trade narrative continues to resonate, especially in rural areas.

Brough Brothers Distillery, once aiming to grow in Canada, now finds itself at the center of a geopolitical clash it didn’t create. Victor Yarbrough’s experience highlights how small businesses can become unintended casualties in international disputes.

As Canada pulls American bourbon from store shelves and U.S. tariffs remain in place, the human and economic costs continue to rise on both sides of the border.

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