The spirits market is experiencing a seismic shift, largely driven by recent trade tensions and a remarkable, almost unbelievable, surge in demand for Canadian whisky. What began as a ripple effect following President Trump’s surprisingly provocative suggestion of making Canada the 51st state has escalated into a full-blown boom, leaving Kentucky bourbon producers scrambling to meet the unprecedented demand.
Initially, a ‘Buy Canadian’ movement, ignited by Radio-Canada, triggered a significant boycott of American products, particularly impacting Kentucky bourbon. Between January and September of 2025, exports plummeted by approximately 60%, decreasing from 41.3 million units to a staggering 16.4 million. The fallout was immediate and severe, with Kentucky bourbon producers urgently appealing to Canadian provinces like Saskatchewan and Alberta for increased stock. Sadly, Nova Scotia and Manitoba were forced to liquidate their existing supplies.
Amidst the crisis, independent distillery Maverick Distillery, headed by Craig Peters, has seized the opportunity. They’re now producing what they’re calling ‘Kentucky whisky,’ meticulously distilled and aged in new oak barrels, directly targeting the heightened consumer interest. This isn’t simply a copy; it’s a strategic response to a rapidly evolving market.
Other Canadian distilleries – including BRBN and Berbon – are also adapting, crafting bourbon-style whiskies designed to satisfy the continuing craving for that classic Kentucky bourbon flavor. This shift comes at a time when global whisky sales were already showing signs of decline, compounded by overproduction amongst bourbon producers. Consumers, seeking familiar tastes, have demonstrably shifted their focus, creating a dynamic situation that’s reshaping the entire landscape of the spirits industry.
Bourbon’s Backlash
The Canadian whisky boom is a powerful reminder of how geopolitical events can dramatically impact consumer behavior and the fortunes of spirits brands. The future of bourbon remains uncertain, while Canadian whisky producers are poised to capitalize on this unexpected and increasingly dominant trend.
