Martha Reynolds is mindful of product origins when shopping, opting to avoid American goods whenever possible. She shared her perspective outside an NSLC store in Halifax, where she has switched from buying bourbon to Scotch whisky and has also embraced local wines from Nova Scotia, Ontario, and British Columbia over California wines.
The impact of Canadians shunning American alcohol, combined with some provinces’ refusal to sell U.S. spirits in response to trade disputes, has significantly affected the U.S. distilled spirits industry. The Distilled Spirits Council of the United States reported a 63% decrease in exports to Canada last year, mainly due to the Canadian boycott.
While the NSLC initially removed American alcohol from its shelves in March 2025 as part of the trade war response, they resumed selling existing stock last year, with no new orders placed. Despite initial strong demand, sales of American products have declined since then.
Not all alcohol perceived as American is actually produced in the U.S. For example, some beers like Budweiser are brewed in Canada, while Southern Comfort, labeled as “The spirit of New Orleans,” is made in Montreal. The NSLC will provide further details about remaining American products when releasing its year-end financial results in June.
Chris Swonger, the CEO of the Distilled Spirits Council of the United States, acknowledges the strain in U.S.-Canada relations and hopes for a resolution in the future to improve the situation for the distilled spirits industry.
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