U.S. booze boycott becomes a much-needed boon for B.C. wineries

Canada’s united boycott of U.S. booze could result in a banner year for British Columbia’s wine industry, while also delivering a financial blow to vineyards south of the border.

The Buy Canadian movement is expected to boost demand for B.C. wine and some other types of homegrown liquor as the absence of U.S. product means more space at retail stores and on restaurant menus. The number of visitors to vineyards could also rise as many Canadians steer clear of the U.S. this summer.

It’s a sharp change of fortune for B.C. wineries after two years of dismal crops, including a cold snap in early 2024 that wiped out nearly all of the grapes. 

The summer tourism season has yet to begin, but there are early signs of both increased visitors and sales at Poplar Grove Winery in Penticton, B.C.

“I’m excited, first of all, and very, very optimistic,” said co-owner Tony Holler, in an interview with CBC News, as he walked through the rows of vines as part of the 65-hectare operation.

“Everything looks really, really good here in the Okanagan.”

He notes that this summer is a unique opportunity for winemakers in the province because of the increased demand and exposure for their product.

“A lot of people who’ve never tasted our wine, once they taste them, I’m telling you, they’re going to keep buying them,” said Holler.

Canadian provinces began removing U.S. liquor from store shelves in early March in response to U.S. President Donald Trump’s trade policy, which experts say could hurt Canada’s economy and lead to job losses. 

Buy Canadian movement opening doors

Trump has made a number of remarks about making Canada the 51st state and introduced a 25 per cent tariff on the importing of Canadian goods, although some exemptions have since been made.

Several provinces are looking to boost interprovincial trade in the face of looming U.S. tariffs, which could lead to more B.C. wines on store shelves across the country.

Since B.C. struck a direct-to-consumer wine sale program with Alberta in early January, over 43,200 bottles have been sold from 89 B.C. wineries, according to B.C. cabinet minister Garry Begg.

“A lot of consumer sentiment certainly seems to be shifting and saying ‘I don’t want U.S. wines.’ So I think it opens up a lot of doors for the Canadian wine industry,” said Paul Sawler, the board chair of Wine Growers British Columbia.

Large restaurant chains are requesting more product, said Sawler, who also works as director of sales at Dirty Laundry Vineyards in Summerland, B.C. So far, he says, visitors to the vineyard are up 40 per cent compared to last year.