Even if U.S. alcohol returns to provincial shelves, will Canadians buy it?
Several premiers, including Nova Scotia’s Tim Houston, have said that Prime Minister Mark Carney has asked provinces to restock American alcohol on their shelves.
Even with the potential return of American alcohol to Canadian shelves, it remains uncertain whether Canadians will purchase it, according to provincial boycotts that have persisted since 2025. A recent survey indicates that a majority of Canadians in key provinces, such as British Columbia, Ontario, Manitoba, and the Atlantic provinces, still prefer to keep the restrictions on American alcohol in place.
Retail analyst Bruce Winder suggests that the consumer's purchasing decision will ultimately determine whether provinces continue ordering more spirits, wine, and beer from U.S. suppliers. The economic impact of the boycott has been significant for the U.S. alcohol industry, with a 78% drop in wine exports to Canada from 2024 to 2026, resulting in a loss of US$357 million for the American wine industry.
However, Canadian alcohol manufacturers hope that a favorable trade deal with the United States will maintain and even increase their market share, currently at 30%.
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