Saskatchewan ban on Coors Light, Budweiser ‘misguided,’ brewers say

The Canadian Brewers’ lobby group has called the Saskatchewan Liquor and Gaming Authority’s (SLGA) decision to ban the sale of certain Canadian-made beer brands “misleading.”

The SLGA has confirmed that more than 50 popular American liquor brands will soon be removed from store shelves as the province halts all orders amid trade tensions with the United States.

On Friday, the group representing the interests of brewers across the country responded to the decision.

While brands like Budweiser may be owned by American companies, Beer Canada stressed that these brands are tied to thousands of jobs in Canada.

The group is calling on Saskatchewan Premier Scott Moe’s government to immediately reverse the decision, saying it targets major beer brands brewed in Alberta, British Columbia, Ontario and Quebec—beers that are often brewed with barley grown in Saskatchewan and other western regions of Canada.

The group warned that the decision would hurt farmers, retailers and the hospitality industry in Saskatchewan, while limiting consumer choice.

At a press conference in Calgary, Premier Moe acknowledged that the ban could hurt some Canadian breweries, saying:
“We know this will have an impact.”

Beer Canada says the decision runs counter to commitments by Canadian premiers to strengthen trade and cooperation within the country, especially at a time when the United States is seen as a threat to the country’s economy and sovereignty.

The decision could reportedly affect up to 50 per cent of annual beer sales, cost the Saskatchewan government $60 million in revenue and deprive consumers of their favorite brands.

Premier Moe said his government would review the scope of the ban in the coming days and weeks to ensure that domestic Canadian industries are not unduly impacted.

Alana Ross, the minister responsible for the SLGA, said the decision was more of a symbolic move to target traditional American brands.

She urged Saskatchewanans to switch to local, Canadian-made brands instead of American brands.

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