American wines and spirits are removed from shelves at an LCBO store in Oshawa, Ont., on March 4, 2025.Sammy Kogan/The Globe and Mail
American wine and spirits producers can expect a continued cold shoulder from Canadian drinkers even if sales restrictions are dropped, according to a survey conducted by IWSR. A new report by the London-based beverage alcohol market analyst says 69 per cent of Canadian drinkers have not only stopped buying U.S. alcohol, but they also don’t plan to buy it again.
Richard Halstead, chief operating officer of consumer insights and custom analytics for IWSR (formerly International Wine and Spirits Record) says his group is not used to seeing such strong opinions expressed. The data typically falls into more of a bell curve. “We’ve got a very strong view, which has been very strongly expressed,” he explains.
The company conducts consumer research twice a year in 16 countries. It will release its latest findings June 26, but has shared specifics from the Canadian market with The Globe and Mail.
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IWSR spoke with 1,970 Canadian drinkers in May about buying habits for U.S. alcohol products and whether they changed the alcohol brands they buy after the White House’s tariffs.
The national average of 69 per cent holds steady based on gender and income, Halstead says, but there are differences depending on age and the city where respondents lived. Eighty-four per cent of drinkers older than 60 stated they were “very unlikely to buy U.S. alcohol products in the future.” Support for that sentiment fell to 56 per cent amongst younger Canadians between 19 and 35.
California cabernet and Chardonnay promises to be a tough sell in Winnipeg, where 85 per cent of drinkers are planning a continued boycott, while the Calgary and Edmonton markets report a slim majority – 55 per cent and 54 per cent respectively – against U.S. products.
Despite those variances, Halstead says when the data are viewed by region – grouping Ontario, Quebec, the West and the Maritimes results – Canadians are united in their attitude against U.S. alcohol.
But Calgary-based sommelier Brad Royale says he has seen guests’ sentiments soften. “We’ve heard less and less of the ‘Anything but U.S.’ lately,” says Royale, corporate sommelier for Concorde Entertainment Group which operates more than 20 venues in Canmore and Calgary (as well as Lulu Bar and National in Toronto.)
Royale adds the clientele at Concorde’s Calgary locations, such as Barbarella, Major Tom and National, includes a high volume of business travellers as well as residents. “It’s tricky to see who’s supporting U.S. products because they’re American,” he says.
As wine director for Oliver & Bonacini Hospitality, Billy Woon also strives to meet the needs of tourists and local guests at the company’s restaurants and venues in Ontario, including Canoe, Jump and the O&B Café Grills. California wines were listed by the glass at most Oliver & Bonacini restaurants, which has Woon trying to find replacements as inventory dwindle.
“We’re filling in with red wines from Spain and South America,” he explains. Niagara Chardonnays, from producers such as Cloudsley Cellars and Westcott Vineyards, have been slotted in as replacements for popular California expressions.
“People are open to trying something new,” he says.
There’s a diversity on offer, he adds. If people want to explore Canadian wines, there are great ones available by the glass or paired with tasting menus. If they want to look at wines from Europe or elsewhere including the United States, they have the choice of what’s available.
“We are catering to our guests’ needs,” he says. “It’s all about making a great experience and making them feel as if they can trust us.”
