The removal of American products imposed significant costs on the SAQ. U.S. spirits exports to Canada are estimated to have declined by more than 80 percent since the provincial measures were introduced. Given the current CUSMA review, Canada would be well served by reducing sources of friction rather than creating new ones. If Canadians wish to boycott American products, they are entirely free to do so. – Sylvain Charlebois is director of the Agri-Food Analytics Lab at Dalhousie University, co-host of The Food Professor Podcast.