Okanagan distiller warns Canadians about misleading maple leaf labels on imported liquor, urging transparency to support true local producers.
As Canada embraces a Buy Canadian mindset, especially in the face of international trade tensions, one industry voice is calling out what he sees as a deceptive practice in British Columbia’s liquor landscape.
Tyler Dyck, CEO of Okanagan Spirits Craft Distillery and president of the Craft Distillers Guild of B.C., is raising the alarm on what he terms “maple leaf washing” — the misleading use of maple leaf imagery to suggest that liquor products are Canadian-made, when in fact they are not.
What Is ‘Maple Leaf Washing’?
Dyck defines maple leaf washing as the inappropriate use of Canadian symbolism, such as the maple leaf, to brand products that are merely bottled or minimally processed in Canada. He argues that this misleads consumers who intend to support domestic producers.
“They’re thinking they’re buying local when in fact they’re buying these international brands that are just masquerading as local,” Dyck told The Morning Star.
Bottled Here, Branded Canadian — But Not Made in Canada
Take Bacardi rum, for example — a product Dyck highlighted during his store visits. While the rum originates in Puerto Rico, it’s shipped at high alcohol content to Canada for dilution and bottling — a process he says adds little local value.
“The only thing that happens in Canada is they put city municipal water in it to water it down to bottle strength,” Dyck said.
He also noted that other brands like Southern Comfort, produced in Kentucky but bottled in Quebec, continue to carry maple leaf stickers — misleading indicators of Canadian origin.
Policy vs. Practice: The Province’s Stand
In response to tariffs imposed by the U.S., the B.C. government claimed it would remove American liquor from provincial stores. However, Dyck believes the province has turned a blind eye.
According to the Ministry of Public Safety and Solicitor General, the ban applies only to products “manufactured in the U.S.,” not to U.S. brands bottled domestically.
Dyck remains unconvinced. “These are not value-added jobs in Canada,” he said. “The province is intentionally allowing for the duping of British Columbians who think they’re doing the right thing.”
The Labelling Loophole
Under current Canadian regulations, a “Product of Canada” label requires 98% Canadian content, while “Made in Canada” needs just 51%. Both require final processing to occur in Canada.
The Canadian Food Inspection Agency (CFIA) oversees labelling accuracy, and while it recognizes the rise in complaints about origin claims, it places responsibility on retailers and suppliers.
“The CFIA takes labelling issues seriously,” the agency said, urging consumers to report misleading packaging.
Still, it admits that there’s no official logo designating Canadian-made goods — meaning a maple leaf alone isn’t sufficient proof.
Local Producers Losing Ground
Dyck warns that the abundance of falsely branded products is eroding the market for truly Canadian liquors.
“Ninety-nine per cent of the bottles that have Canadian flags on them were not produced in Canada,” he stated.
As Canadians strive to make informed purchases, Dyck’s message is clear: check the label — and the fine print — before raising your glass.
For more updates on consumer advocacy, industry insights, and authentic Canadian stories, stay tuned to Maple News Wire.
Because the truth deserves a label of its own.
