Overview
- U.S. Trade Representative Jamieson Greer warned that lifting the provincial bans is a condition for a successful USMCA review this year.
- Provinces including Ontario, Quebec and British Columbia removed U.S. wine and spirits from government-run stores last year; Alberta and Saskatchewan kept selling them through privatized retail.
- U.S. Department of Agriculture data show October wine exports to Canada fell 84% year on year and spirits dropped 56%, while industry filings report a 91% plunge in bilateral wine trade since 2024.
- Companies report steep losses: Brown-Forman says Canadian net sales are down more than 60%, Phillips Distilling reports roughly a 70% drop and shifted some production to Montreal, and Jim Beam paused output at its main Kentucky distillery citing weaker demand.
- Nanos polling indicates 73% of Canadians support keeping U.S.-made alcohol off store shelves, signaling strong public backing for the ongoing boycott.