American Whiskey Pays Price for Canada Trade Rift

Summary

Michael Bilello, president and CEO of the American Whiskey Association, discusses how Canadian provincial restrictions have cut American whiskey access, with US spirits exports to Canada down roughly 70% year-over-year. He argues restoring market access is only the first step; producers also face a consumer branding challenge as many Canadians shifted to local products. Bilello says the industry remains engaged with US and Canadian officials and hopes for a deal, but no breakthrough has occurred.

• American whiskey has been shut out of most Canadian provinces for about a year and a half.
• US spirits exports to Canada fell roughly 70% from March through December, from about $203 million to $60 million.
• American whiskey is over a $1 billion US export category, while US spirits exports outside Canada grew about 2.5%.
• Bilello outlines three steps: federal market access, provincial shelf alignment, and reconnecting with Canadian consumers.
• Canadian consumers are split between bourbon enthusiasts excited to buy American whiskey and those frustrated with the US.
• Bilello calls American whiskey symbolic in the trade dispute and hopes it can become a symbol of repair.