A majority of Canadians say they are unlikely to buy American alcohol even if it returns to store shelves as part of a new Canada-U.S. trade agreement, according to a recent Nanos Research survey. The findings suggest that consumer support for Canadian-made products remains strong despite ongoing efforts by both countries to finalize a trade deal.
The survey found that 69 per cent of Canadians would be unlikely to purchase American wine, beer, or spirits if provincial liquor stores begin stocking them again. Of those surveyed, 40 per cent said they would “definitely not” buy U.S. alcohol, while another 19 per cent said they would “probably not.”
The poll comes as Prime Minister Mark Carney has asked provincial and territorial leaders to lift restrictions on American alcohol sales to help finalize a trade agreement with the United States. Most provinces removed U.S. alcoholic beverages from government-run liquor stores in 2025 in response to U.S. tariffs imposed on Canadian goods.
Although several premiers have indicated they are willing to restore American alcohol to store shelves if a trade deal is reached, some have made it clear that the decision to purchase those products will ultimately rest with consumers. Manitoba Premier Wab Kinew has even encouraged Canadians to continue supporting domestic producers by choosing Canadian-made beverages.
The removal of American alcohol from Canadian shelves has had a significant impact on U.S. producers. Industry groups in the United States say exports of American wine and spirits to Canada have dropped sharply since the restrictions were introduced, making the issue a key point in ongoing trade negotiations between the two countries.
Consumer behaviour has also shifted beyond alcohol. Since the start of the trade dispute, many Canadians have embraced the “Buy Canadian” movement, choosing locally made food, beverages, and consumer products over American alternatives. Surveys suggest this trend has remained strong even as trade negotiations have progressed.
Trade officials from both countries continue working to finalize an agreement that could ease tariffs and restore normal trade relations. However, the latest survey indicates that even if American alcohol returns to provincial liquor stores, many Canadians may continue to favour domestic brands, reflecting broader consumer support for Canadian businesses and producers.