One Canada-based wine and spirits producer is factoring the “Buy Canadian” trend and the current US-Canada trade backdrop into its latest three-year strategy, according to a news release. The release comes before the September 29 US ban on Canadian alcoholic beverage imports.
“The short answer is that patriotism is helping our business,” said Diamond Estates Wines & Spirits’ President & CEO, Andrew Howard. “With US wine removed from shelves in our core market of Ontario, that share of wine sales has been re-distributed, and every other country is benefitting, including ourselves. We’re benefitting a bit more than our ‘fair share’ with the ‘Buy Local’ sentiment encouraging wine drinkers to try Canadian wines more often. We are thankful that Canadians are supporting local businesses like ours and our goal is to simply provide great wines that they’ll continue to drink long after trade tensions ease.”
With the boycott approaching 18 months, few would hazard a guess for how much longer it will be in place, but Howard’s team’s planning assumptions include continued “Buy Canadian” consumer sentiment even after the boycotts are eventually lifted. However, the Canadian wine and spirits producers recognize that the return of US products will certainly result in a partial give back in market share.
“Every dollar spent on local wine delivers nearly $4 back into the economy vs $0.90 for an import wine,” said Howard, who cited a 2025 Deloitte study.
Canadian imports of US wine, spirits, and beer declined sharply in 2025 and remained low through July 2026 (latest available), reflecting the impact of trade tensions, shelf removals, and shifting buyer preferences.
At the same time, the “We’re All In on Ontario” campaign was launched, according to a release from the state-run Liquor Control Board of Ontario (LCBO). The effort intends to further promote local beverage alcohol, highlighting more than 4,600 Ontario-made products through expanded displays, tastings, staff recommendations and new shelf opportunities for small local producers.
So, Canadian producers and retailers are still leaning into local-origin demand as a commercial advantage while keeping a close eye on cross-border policy.
Canada’s imports of US wine, spirits, and beer fell sharply after 2024, dropping from about $707.1 million in 2024 to $199.5 million in 2025, with 2026 year-to-date at $94.5 million through July, according to Canadian import data cited by Expana.
Since March 2025, Canada’s boycott of US alcohol may have lasting effects: 69% of Canadians surveyed said they are unlikely to resume buying US alcohol if it returns to shelves, as consumers increasingly embrace domestic and alternative origins, potentially reshaping import competition in Canada’s beverage alcohol market, according to a CBC article.
Altogether, if “Buy Canadian” momentum holds, domestic wineries, cider makers, and spirits suppliers could retain and grow visibility. At the same time, any meaningful shift in tariffs or shelf access may influence cross-border trade, production, as well as competition.
Written by Ryan Gallagher
