## A Shifting Landscape: Ontario’s Unexpected Love Affair with Jamaican Rum
Toronto – The Canadian spirits market is undergoing a dramatic transformation, driven in part by a strategic move by the Liquor Control Board of Ontario (LCBO). Following the imposition of 25 per cent tariffs on Canadian goods by the US government, the LCBO swiftly acted to remove all US alcoholic beverages from its shelves – a decision that’s unexpectedly fueled a surge in sales of Jamaican rum.
This isn’t merely a localized trend. The LCBO’s action, in response to the tariffs, created a significant void in the market. Customers, seeking alternatives, have increasingly turned to Jamaican rum brands, resulting in a notable increase in demand. According to the LCBO, sales of Jamaican rums have seen a five per cent year-over-year increase in net sales, alongside a three per cent year-over-year rise in units sold. This highlights a growing willingness among consumers to explore international spirits and shake up their drinking habits.
## The Roots of the Rise
Ontario boasts Canada’s largest Jamaican diaspora, particularly concentrated in the Greater Toronto Area. This established community has long been a significant driver of demand for familiar Caribbean rum brands. However, the LCBO’s strategic move amplified this existing preference, capitalizing on a market gap and providing a welcome opportunity for Jamaican rum producers to gain traction with a broader Canadian audience.
## Producers Capitalize
Data from the Campari Group, the parent company of J. Wray & Nephew – the maker of Appleton Estate, White Overproof, and Kingston 62 – reveals the impact. Global sales of these Jamaican rum brands reached €119 million in the first nine months of 2025, compared to €106 million in the same period in 2024. This substantial growth demonstrates the direct correlation between the market disruption and increased consumer interest.
## Ripple Effects Across the Industry
The impact isn’t confined to Jamaican producers. The decision to remove US products has sent shockwaves through the American distilling industry. Last week, *The New York Post* reported that former President Trump was reportedly pushing Canada to lift a sweeping boycott of US-made alcohol. Brown-Forman, the maker of Jack Daniel’s, told Bloomberg that its Canadian organic net sales plunged more than 60 per cent in the first half of its 2026 fiscal year. This underscores the vulnerability of major American brands reliant on the Canadian market.
## What This Means for Consumers
This shift presents consumers with a wealth of choice. The previously limited options now include a broader range of premium spirits, offering opportunities to experiment with flavors and discover new favorites. The increase in availability also tends to drive down prices, making quality spirits more accessible.
## Pros and Cons
Pros:
Increased selection, potentially lower prices, opportunity to discover new spirit categories.
Cons:
Reliance on international supply chains, potential for fluctuations in currency exchange rates, brand awareness challenges for some Jamaican brands.
## Key Statistics
* Five per cent year-over-year increase in net sales of Jamaican rums
* Three per cent year-over-year rise in units sold of Jamaican rums
* Global sales of Appleton Estate, White Overproof, and Kingston 62 reached €119 million in the first nine months of 2025
