Martha Reynolds, a conscientious shopper, makes a point of checking the origin of products, whether she’s at the grocery store or the NSLC in Halifax. She expressed her commitment to avoiding American products, opting for scotch whisky over bourbon for alcohol purchases and switching to Canadian wines such as those from Nova Scotia, Ontario, and British Columbia.
The impact of Canadian consumers like Reynolds and provinces choosing not to sell American alcohol in response to the U.S.-initiated trade war has been significant. Chris Swonger, the President and CEO of the Distilled Spirits Council of the United States, acknowledged the challenges faced by American alcohol producers due to declining exports to Canada, which dropped by 63% last year.
Swonger emphasized the distress felt by the industry and conveyed efforts to find common ground with the Trump administration. Despite initial strong demand, sales of American products at the NSLC have dwindled. The corporation ceased ordering additional American alcohol after briefly resuming sales in late 2025 and removing American products from shelves in March of that year.
The NSLC clarified that American products are defined as those made, manufactured, and/or produced in the U.S., excluding items like Budweiser, brewed in Halifax, and Southern Comfort, bottled in Montreal. While the political divide between the American and Canadian governments plays a role, the hope remains for improved relations in the future.
The Distilled Spirits Council of the United States reported a global decline of 3.8% in American exports last year, largely attributed to the Canadian boycott of U.S. alcohol. The council also noted increased spirit exports of 2.5% for the year when excluding Canada from the data, citing front-loaded shipments to the EU as another contributing factor.
Details on remaining American products at the NSLC will be disclosed with the release of year-end financial results in June. Swonger expressed regret over the current situation and extended hopes for a better future for the industry.