Ontarians pivot to Canadian whisky in bars
Value sales of Canadian whisky in Ontario’s on-trade rose by 8% in the 12 weeks to 12 July, with American whiskey plummeting by 38%.
Since March, provinces – including Ontario and Quebec – have pulled American alcohol from their government‐controlled stores, retaliating against a 25% tariff imposed by US president Donald Trump in March.
As a result, local whisky sales in Canada’s on-trade have outperformed American whiskey in the 12 weeks to 12 July after the country’s removal of US spirits from retail shelves. Only Alberta and Saskatchewan have lifted their bans on selling American spirits in stores.
Data from NIQ’s On‐Premise Measurement (OPM) tool for the 12 weeks ending 12 July showed locally made whisky had a higher share of volume and value sales of the total whisky category than American whiskey in the Canadian on‐trade.
In terms of volume, Canadian whisky held a 40% share of total whisky, versus 25% for American whiskey. By value, Canadian whisky had a 35% share, and American whiskey took a 25% share.
In comparison, looking at data for the 12 months to 12 July 2025, American whiskey’s volume share of total whisky remained the same at 30%, while Canadian whisky had a 31% share.
Over the 12 weeks, Canadian whisky sales rose by 5% in value year on year, while American whiskey plunged by 33%.
In terms of the provinces, Ontario represents 35% of Canada’s on-premise spirits sales, followed by Quebec (23%), British Columbia (17%) and Alberta (12%).
For the 12 weeks to 12 July, value sales of American whiskey in Alberta were down by 15.8%, which was half the decrease seen in other provinces (down by 30%). Canadian whisky soared by 18% in value sales.
According to NIQ, whisky sales represent one-fifth of total on-premise spirits sales in Alberta, which lifted its ban on selling American spirits in June.
“Alberta has experienced a pick-up in total American whiskey/Bourbon sales, albeit still significantly below pre-March levels,” said Mitch Stefani, NIQ’s client solutions director, on‐premise.
He said vodka has been the most consistent performer in Canada’s on-trade channel. It remains the biggest category in the country’s on-premise, rising by 5% in the year to 12 July.
Tequila has also seen a boost in sales in Canada’s on-premise to the detriment of American whiskey.
To some degree, Stefani believes that the tariff dispute has helped Canadian spirits to gain stronger placement in bars, but he warns that it remains a “very competitive market to break into”.
He said: “We know operators have been seeking Canadian spirits and overall drink alternatives to revamp their menus, but there’s also competition among a vast array of additional spirits outside of Canadian-made, of sizeable notoriety and withstanding globally that Canadian spirits go up against.”
Related news
US spirits exports to Canada plummet 85% in Q2
