U.S. tariffs spark ‘Buy Canadian’ movement, driving record wine sales in Ontario, B.C., Quebec, and Alberta, boosting local wineries nationwide.
Canadian Wine Industry Sees Unexpected Surge
When the U.S. imposed tariffs on Canadian goods earlier this year, industries nationwide felt the sting. Yet for wineries across Canada, the trade tensions created a rare opportunity. Supported by the patriotic “Buy Canadian” movement, local wine sales have surged, reshaping consumer habits and retail landscapes.
Provincial Policy Shifts Spark Market Growth
Several provinces, including Ontario, B.C., Quebec, and Alberta, removed U.S. alcohol from shelves after tariffs were introduced. In Alberta, American wine sales dropped 55.5% in the first quarter of the year. Quebec’s Société des alcools du Québec reported a 58% increase in local wine sales between March and August. These changes created immediate openings for domestic producers.
Producers Expand Amid Rising Demand
Michelle Wasylyshen, president of Ontario Craft Wineries, said wine sales across retail channels jumped 78%. “Consumers are supporting jobs, tourism, farm families, transportation, manufacturing,” she noted. Local wineries have hired more staff, invested in equipment, and expanded offerings, including on-site restaurants.
Winemakers Capitalize on New Visibility
At Westcott Vineyards in Niagara, co-owner Carolyn Hurst reported sales doubling in six months, with projections suggesting another increase. Restaurants have embraced domestic wines, allowing local Chardonnays and Pinots to compete with previously dominant U.S. options.
Retailers Emphasize Local Products
The Liquor Control Board of Ontario introduced 30 craft wineries under its “Support Ontario” banner. Similar trends were reported in B.C., where wholesale volumes increased 6–10% over the year. Local tourism has risen as Canadians explore vineyards closer to home, including the Okanagan, Similkameen, and Vancouver Island.
Challenges and Long-Term Goals Remain
Despite recent gains, Canadian wines account for less than 20% of Ontario’s market and under 30% nationally. Quebec, Canada’s largest wine-consuming province, registers just 0.5% local wine sales. Wine Growers Canada aims for a 51% market share but acknowledges the need to overcome longstanding interprovincial trade barriers. A new agreement allows direct-to-consumer sales nationwide by May 2026, opening doors for cross-provincial wine distribution.
Consumers Discover Local Quality
For consumers like Sarah Nelson, previously loyal to California wines, the ban on U.S. imports has led to newfound appreciation for Canadian vintners. She highlighted the creativity, sustainability, and regional specificity of Ontario and B.C. wines, calling it an “exciting moment” to support local producers.
A Booming Future for Canadian Wineries
The combination of trade tensions, provincial policy adjustments, and shifting consumer preferences has given Canada’s wine industry an unprecedented boost. Industry experts hope this momentum translates into long-term growth, greater market share, and heightened national pride in Canadian wine.
