In Canada, the absence of Kentucky bourbon has been deeply felt by many for an extended period due to trade disputes initiated by U.S. President Donald Trump. The “Buy Canadian” movement gained momentum as consumers and lawmakers rallied against American products, including bourbon, which suffered as a consequence.
Canada had long been a significant market for bourbon, with brands like Jim Beam and Maker’s Mark enjoying popularity before provinces began removing American liquor from shelves. Despite the desire to see bourbon make a comeback, whisky expert Davin de Kergommeaux believes the liquor landscape in Canada may have permanently shifted.
Bourbon’s rise in Canada started over a decade ago, driven by aggressive marketing and a desire for a unique taste experience. The distinct characteristics of bourbon, such as its aging process in new oak barrels and high corn content, made it a favorite among consumers, whether enjoyed neat, on the rocks, or in cocktails.
The ongoing trade tensions led to a significant decline in bourbon exports to Canada, prompting pleas from producers for the resumption of sales and a resolution to trade disputes. However, the industry faces challenges beyond trade issues, including a global slump in whisky sales and oversupply.
Maverick Distillery in Oakville, Ontario, responded to consumer demand by bottling Kentucky bourbon locally, navigating restrictions on geographical names in the Spirit Drinks Trade Act. While some view this move as conflicting with the “Buy Canadian” sentiment, others see it as an opportunity for Canadian distilleries to innovate and cater to evolving consumer preferences.
Despite the shift away from traditional bourbon, Canadian distillers are exploring alternative whisky variations to meet market demands. The industry is adapting to changing consumer behaviors, with a growing interest in cannabis beverages and a decline in alcohol consumption globally.
Canadian whisky producers are experiencing a surge in demand, indicating a positive outlook for the industry. As consumers explore Canadian alternatives to bourbon, distilleries are seizing the opportunity to showcase their products and attract new customers.