Saskatchewan sees 40% drop in U.S. alcohol and wine sales

Saskatchewan recorded a 40% decline in sales of American alcohol and wine during 2025-26, with California wines among the hardest hit.

The decline comes a year after the provincial government decided to return American alcohol to liquor stores despite the ongoing tariff dispute. However, consumers appear to have voluntarily distanced themselves from U.S. brands.

At the same time, sales of locally produced Saskatchewan alcohol increased by 5%, suggesting that some consumers are choosing domestic alternatives.

Retailers say demand for popular American bourbon brands such as Jack Daniel’s and Jim Beam remains relatively strong because there are no direct local alternatives for these products.

Saskatchewan and Alberta are currently the only two Canadian provinces where American alcohol remains available without a broad provincial ban. Several other provinces removed U.S. alcohol products from government-run liquor stores in response to tariff threats and other tensions with the Trump administration.