How Canada shifted from U.S. bourbon to a buzz for Canadian whiskies

Trade tensions and a 'Buy Canadian' backlash cut U.S. bourbon imports by about 60%, lifting demand for Canadian whiskies and prompting local distillers to adapt.

Canadians' long-standing appetite for Kentucky bourbon has been disrupted by recent trade tensions and a consumer-driven "Buy Canadian" response, and that shift has opened space for Canadian whiskies to gain attention. Bourbon imports to Canada fell sharply earlier in the year, with exports from the U.S. to Canada dropping roughly 60% (from 41.3 million to 16.4 million units, January–September), and some provinces and retailers adjusting supply accordingly. Why bourbon became popular in Canada Bourbon's rise in Canada over the past decade has been tied to strong marketing and its distinctive flavour profile: darker colour and caramel-vanilla notes from ageing in new oak, and a mash bill that must be at least 51% corn. Experts and makers note that bourbon’s bold, sweet character found a receptive Canadian audience for sipping and cocktails. Trade backlash and market impact The tariff dispute and heated rhetoric led many Canadian consumers and some lawmakers to favour domestic products, and distribution changed in response. Some provinces — notably Saskatchewan and Alberta — returned to stocking U.S. spirits, while others such as Nova Scotia and Manitoba moved to sell off existing stock. U.S. bourbon producers have lobbied for restored sales amid a broader industry glut from recent overproduction and a global slowdown in whisky sales. How Canadian distillers have responded Some Canadian distillers have leaned into the opportunity. Oakville’s Maverick Distillery, for example, had been importing Kentucky barrels for blending and now bottles a five‑year Kentucky whisky in Canada; under Canadian law it cannot be labelled "bourbon." The federal Spirit Drinks Trade Act of 2006 restricts the use of geographically protected names for foreign-produced spirits, which is why products bottled in Canada from U.S. bourbon may carry labels such as "Kentucky whisky" instead. Other Canadian producers have introduced bourbon-style expressions and new names (examples cited include BRBN and Berbon) to appeal to drinkers seeking a Kentucky-like profile. Market outlook and broader trends Observers point to several factors shaping demand: an existing slump in global whisky sales, an industry overhang of bourbon, and shifting consumer habits including some people drinking less alcohol while cannabis beverages grow in interest. At the same time, many Canadian producers report stronger-than-expected demand for homegrown whiskies, with some struggling to keep up. Suggestions Consumers might explore Canadian whiskies alongside familiar bourbon styles to compare flavour profiles and support local producers; retailers could consider communicating clearly about origin and ageing to help customers choose; distillers may focus on transparent labelling and quality as they expand bourbon-style offerings; policymakers and industry groups could continue clarifying naming rules and trade communications to reduce confusion for consumers and sellers.