The Canadian market, long considered a friendly and consistent buyer of American wines and spirits, is experiencing a seismic shift.
According to a recent report by the International Wine and Spirits Research (IWSR), 69% of Canadian consumers say they have stopped buying U.S.-made alcoholic beverages — and do not intend to return to them.
This remarkable figure, stemming from a May 2025 survey of 1,970 Canadian adult drinkers, highlights a clear and widespread backlash rooted in recent U.S. government-imposed tariffs. These measures, though aimed at broader economic goals, have had tangible repercussions at the level of everyday consumer choice, especially in the beverage sector.
“It’s rare to find such a strongly polarized response,” notes Richard Halstead, Director of Consumer Research and Custom Analytics at IWSR. “In most consumer studies, attitudes are more evenly split. But in this case, the rejection of American alcoholic products is both decisive and enduring.”
A Broad-Based Boycott
The trend cuts across gender and income levels, but diverges with age and geography.
- 84% of respondents over 60 say they are very unlikely to buy American alcohol again.
- Among the 19 to 35 age group, the figure is still significant at 56%.
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Regional variation also emerges:
- In Winnipeg, a stunning 85% plan to maintain their boycott.
- In Calgary and Edmonton, sentiment is more evenly split, with 55% and 54%, respectively, expressing their refusal to buy American-made wines and spirits.
Despite some local nuances, the overall tone is consistent across provinces—from Ontario to Quebec and the Maritime regions—demonstrating a unified national stance toward U.S. alcohol imports.
The Hospitality Sector Responds
The ripple effects are being felt throughout Canada’s restaurant and bar scene.
Brad Royale, corporate sommelier for Calgary-based Concorde Entertainment, oversees beverage programs for over 20 venues and notes that while the public rhetoric—phrases like “anything but American”—has softened, consumer behavior still leans away from U.S. offerings. However, discerning whether this is driven by taste or politics remains difficult.
In Ontario, Billy Woon, wine director at Oliver & Bonacini Hospitality, has had to adjust his portfolio in response to dwindling California inventory. His solution: substitute Californian staples with Spanish and South American reds, and expand offerings of Canadian Chardonnay, such as those from Cloudsley Cellars and Westcott Vineyards.
“Guests are open to trying something different,” Woon explains. “Whether it’s a Canadian white by the glass or an alternative European red, it’s about giving them a great experience and building trust.”
A Wake-Up Call for Trade and Branding
The IWSR report illustrates how international policy can reshape domestic consumer habits. While tariffs are typically seen through the lens of economics or diplomacy, they also ripple into culture and consumption—altering what ends up on the dinner table or in a sommelier’s wine list.
As American producers reckon with a loss of market share, Canadian winemakers and global exporters are stepping in to fill the gaps. The message from Canadian consumers is clear: values, politics, and provenance all matter—and they’re voting with their wallets.
Source: Vinetur