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Liquor Store Recruitment & Staffing During the Holiday Season
November 27, 2025Canadian wineries are reaping unexpected rewards resulting from the ‘Buy Canadian’ movement. In response to the U.S. administration’s tariffs on Canada and President Trump’s talk of Canada becoming a 51st state, many provinces pulled U.S. alcohol off of liquor store shelves and stopped the importation of U.S. product.
Sales of locally-made wines are soaring according to this CBC article and figures are surprisingly positive:
- Quebec saw a 58% increase in sales of locally-made wine from March 30-August 16, 2025
- In Ontario, red wine sales have increased by over 60%
- In BC, wholesale wine sales by volume increased by 6-10% in the past year
According to a BC Wine Trends, BC is even outpacing Ontario in the amount of domestic wine sold. BC’s domestic wine share stands at 52% compared to Ontario’s 32.5% domestic share.
| More 2025 Canadian Domestic Wine Boom Facts | ||
|---|---|---|
| Region | Fact | Source |
| Canada-wide | U.S. wine sales to Canada dropped 91% in Q2 2025, creating a major market gap for Canadian producers. | “As U.S. wine sales in Canada plummet, local wineries look to capitalize on market gap“, Nov 9, 2025, CityNews, Kitchener. |
| British Columbia | B.C. wines grew to over 52% of the provincial wholesale market in 2025. | “Impact of Tariffs on the Canadian Wine Industry“, Oct 4, 2025, A Layman’s Wine Musings. |
| Ontario | Ontario wine sales rose more than 60% after U.S. products were removed in March 2025. | “Surge in Ontario wine sales linked to growing national identify“, July 15, 2025, The Brock News. |
| Québec | Québec wine sales at the SAQ increased 63% from Mar 1 – May 20, 2025 | “Canadian wine benefits from trade war with the US“, July 26, 2025, Le Monde. |
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Thrive Liquor & Cannabis Advisors works with private liquor stores in Canada and some U.S. states. From liquor license applications to compliance audits and retail liquor strategic planning, we’re here for you!




