The rise of Canadian whisky is inextricably linked to a surprising shift in consumer preference, directly fueled by U.S. trade policies. As of January to September 2025, bourbon exports to Canada have fallen dramatically, dropping by 60% from 41.3 million units to just 16.4 million. This seismic change underscores a strategic response from Canadian distillers and a growing appetite among Canadian drinkers for Kentucky-sourced spirit.
Initially, Donald Trump’s tariffs on imported bourbon served as the catalyst. The ensuing consumer and political backlash created a void, prompting distilleries to capitalize on the opportunity. Whisky expert Davin de Kergommeaux succinctly put it: “People didn’t want to lose their bourbon and neither did I.”
Canadian producers are now offering ‘Kentucky whisky’ labels, notably from Maverick Distillery, which prominently features 100% Kentucky bourbon. Simultaneously, producers like BRBN and Berbon are crafting bourbon-style whiskies, positioning themselves as premium quality spirits ideal for cocktails and discerning sipping. These products aren’t direct replacements for traditional bourbon due to differences in aging and production methods, but the shift demonstrates a clear market demand.
Beyond the tariff’s influence, broader trends are at play. A global downturn in whisky sales, alongside the surging popularity of cannabis beverages, is contributing to a more diversified spirit market. This response is a smart tactical move – capitalizing on a disruptive situation while adapting to evolving consumer tastes. The future of Canadian whisky is undoubtedly bright, shaped by this unexpected evolution and a resilient industry ready to meet the challenge.
