It’s been exactly one year since the Ford government pulled U.S. liquor from LCBO shelves and one local beer maker says he’s actually feeling sympathy for his American suppliers.
“The American producers are unfortunately bearing the brunt of this trade war,” said Rob McIsaac, co-founder of Beyond the Pale Brewing Co. “We have some [U.S.] favourites that we like to drink, so I feel badly for those companies that are seeing their numbers down.”
The Ontario government ordered the LCBO to halt all U.S beverage alcohol sales and imports immediately on March 4, 2025, cutting off everything from whiskey and bourbon to wine, beer and cider made south of the border.
More than 3,600 products from 35 states, worth up to $965 million a year in sales were caught in this shift, according to LCBO.
McIsaac says the ban hasn’t had a big impact on his business, but many beer enthusiasts at Ottawa’s I Heart Beer festival on Feb. 28 were keen to support Ontario breweries and distillers.
Embracing Canadian products
Miranda Kelly, who was at the festival, said the shift away from American products has had a personal dimension.
“I’ve never drank from local businesses before, so I think that it’s been really good for them,” she said. “Especially with this political climate, there’s definitely been a push for more Canadian products. And I think that it’s been great because I’ve been able to taste more of the local stuff, whereas I wouldn’t have before.”
Another attendee, Andrea O’Neil, said events like I Heart Beer highlight just how much is being brewed close to home.
“It’s just wonderful to showcase local brewers and distilleries and cideries, like we don’t have to go to other countries or even other provinces,” she said. “Seeing all the passion that each local company has is just, it’s wonderful to see.”
“Ottawa area brewers are so impressive,” she said.
The festival brings together more than 25 craft breweries and distilleries from across Ontario under one roof, giving drinkers a chance to sample what the province has to offer.
Changing drinking habits
According to the LCBO’s 2025 year-end trends, craft beer and cider consumers “flocked” to local favourites and relied on the flavour innovation and seasonal releases from local producers.
The numbers suggest Ontario customers are increasingly choosing Canadian and Ontario alternatives, with Canadian whiskey leading growth, with Canadian vodka, rum and liqueur also growing.
“It’s all local to Ontario, and that’s part of what makes I Heart Beer special,” said Ben Strasser, one of the festival’s managers, adding that Canadian products have been “way more top of mind.”
The festival, which runs eight events across Ontario this year, includes local food vendors, corn hole, beer pong and a large inflatable octopus named Fred overlooking a dance floor.
Challenging times
A Statistics Canada report paints a mixed picture for beer makers. Canadians are drinking much less beer now than 10 years ago. At the same time, many beermakers are making more money, charging more while selling less.
Strasser believes face-to-face contact is part of what keeps people coming back to local beer even as broader consumption patterns change.
“It’s a place to be able to come and meet other people, meet the people behind the beer too,” he said. “It’s all about local breweries being able to get involved with their community and just help bring them up … we all help each other grow.”
McIsaac said festivals still hold sentimental value for his team as it was one of the first ways they connected with Ottawa’s craft beer fans.
“We’re excited to be there and it certainly, you know, [it] keeps space in our hearts and was the early way we were able to engage with the craft beer community in Ottawa,” he said.
At Beyond the Pale, the ban has made their company shift some practices like switching up some recipes to include Canadian whiskey rather than U.S products. But McIsaac says he hopes things will eventually return to normal.
“I don’t think it’s going to have a long-term impact on liquor sales,” he said, “I’m hopeful that we’ll be able to get past this and we’ll be able to carry American liquor again.”
