Martha Reynolds, a shopper in Halifax, consciously avoids buying American products, including bourbon, opting for scotch whisky instead. She praises the quality of wines from Nova Scotia, Ontario, and British Columbia over California wines. This shift in consumer behavior, combined with some Canadian provinces halting American alcohol sales in response to the U.S.-initiated trade war, has severely impacted the distilled spirits industry in the United States.
Chris Swonger, CEO of the Distilled Spirits Council of the United States, expressed concern over the significant decline in alcohol exports to Canada, attributing it to the boycott of American alcohol in many Canadian provinces. The council reported a 63% decrease in exports to Canada last year.
Although the NSLC temporarily removed American alcohol from its shelves in 2025 as part of the trade war response, sales have dwindled since then. The definition of American products excludes brands like Budweiser, brewed in Halifax, and Southern Comfort, produced in Montreal, despite their American branding.
The NSLC acknowledged the initial demand for American products but noted a decline in sales. Swonger empathized with the strained political relations between the U.S. and Canada, expressing hope for improved trade relations in the future.