Many Canadian industries experienced challenges due to the trade conflict with the United States that began earlier this year when U.S. President Donald Trump took office. However, one sector has seen a resurgence.
Driven by the patriotic “Buy Canadian” movement, consumer behaviors have shifted, leading to a notable impact on winemakers across Canada, who are now enjoying a period of success.
Following the imposition of 25 per cent tariffs on Canadian goods by the Trump administration, several provinces such as Ontario, British Columbia, Quebec, and Alberta removed U.S. alcohol products from their shelves.
The immediate impact of this response was evident. In Alberta, where the government halted new shipments of U.S. liquor products, sales of American wholesale wine dropped by 55.5 per cent in the first quarter compared to the previous year. Similarly, Quebec reported a 58 per cent increase in sales of locally produced wines during a specific period.
Michelle Wasylyshen, president and CEO of Ontario Craft Wineries, expressed that this period presents a unique opportunity for the industry, with wine sales across various retail channels experiencing a significant 78 per cent increase.
This surge in sales has translated into wineries expanding their operations, hiring more staff, investing in new equipment, and diversifying their offerings.
“[Consumers] are supporting jobs, tourism, farm families, transportation, manufacturing,” Wasylyshen emphasized.
‘A huge uptake’ on products, winemaker says
At Westcott Vineyards in Ontario’s Niagara Region, co‑owner Carolyn Hurst highlighted the swift positive effects of the U.S. alcohol product ban. Within six months, their wine sales doubled compared to the prior year, with orders indicating a potential further doubling.
Moreover, the company secured placements on restaurant menus that were previously inaccessible, leading to increased consumer interest in their products.
Provincial retailers like the Liquor Control Board of Ontario have capitalized on the situation by promoting local producers and expanding shelf space for Ontario-made wines.
Abhay Garg, vice-president of merchandising at the LC