Maple Leaf Misdirection: How American Liquors Landed on NB Shelves Falsely Branded 'Product of Canada'

A curious discovery at an NB Liquor store has ignited a fiery debate over product labeling, consumer trust, and the true meaning of 'Made in Canada.' Shoppers in New Brunswick recently stumbled upon American-made bourbons, whiskeys, rums, and vodkas proudly displaying the iconic Canadian maple leaf and the declaration 'Product of Canada.' The only catch? They were anything but.

The discrepancy was first spotted by a vigilant customer who noticed familiar American brands like Kentucky Tavern Bourbon and Seagram's VO Whisky (both typically American-produced) bearing the misleading Canadian designation.

This startling revelation quickly prompted NB Liquor to take decisive action, pulling all such falsely labeled products from its shelves across the province.

The root of this deceptive branding lies in a complex interplay of bottling practices and regulatory grey areas. The products in question were bottled in New Brunswick by a company called Provincial Spirits Inc.

According to existing federal regulations overseen by Health Canada, a product can claim 'Product of Canada' if the 'last major change' occurred within the country. However, this definition clashes sharply with the stricter requirements of Agriculture and Agri-Food Canada, which stipulate that 98% of a product's content must be Canadian for such a label to be genuinely applied.

This isn't the first time these labeling loopholes have caused a stir.

Back in 2022, Nova Scotia distilleries launched a legal challenge against these very practices. They argued, successfully, that such misleading labels created an unfair disadvantage for genuine Canadian producers and deceived consumers who believed they were supporting local industry. A court ruling ultimately sided with the distilleries, deeming the labels deceptive.

In response to the current situation, Provincial Spirits Inc.

acknowledged the error, stating that they were already in the process of updating their labels to remove the 'Product of Canada' claim and maple leaf logo before NB Liquor's intervention. A spokesperson for the company expressed regret for the confusion caused, emphasizing their commitment to rectifying the issue.

'We sincerely apologize for any misunderstanding these labels may have created,' the company stated.

The swift removal of these products underscores the growing demand for transparency in product labeling and the importance of protecting both consumers and authentic Canadian businesses. As this incident highlights, the fine print of federal regulations continues to present challenges, but the vigilance of consumers and the proactive steps by retailers can ensure that 'Product of Canada' truly means what it says.