A Canadian Takeover: Why Local is the New Top Shelf

It’s official: 2025 was the year Canadian-made products cemented their place as the nation’s favourite beverages. Fueled by a powerful buy local movement, Ontarians have overwhelmingly embraced what our own talented producers have to offer, driving a massive surge in sales across the board.

This shift did not happen in isolation. Across retail, food, fashion, and alcohol, Canadians began actively removing U.S. brands from their purchasing habits in response to rising trade tensions, price volatility, and concerns about foreign supply chains. The result has been a powerful consumer-led signal: the U.S. does not just sell into Canada — it relies on Canada as a key market. When Canadians redirect their dollars at home, the impact is felt far beyond our borders.

In a clear reflection of this national reset, demand for Ontario-made products at the LCBO grew by as much as 23 per cent by early autumn of 2025 alone. This isn’t just a trend; it’s a shift in economic power back into Canadian hands.

The VQA Success Story: Ontario Wine Leads the Charge

The most dramatic chapter in this Canadian takeover belongs to the wine aisle. Ontario VQA wines—those crafted from 100 per cent Ontario-grown grapes—are having an unprecedented moment in the spotlight.

As shoppers intentionally pivoted away from imported U.S. labels, they discovered that world-class wine was already being produced at home. Riding this wave of local loyalty, VQA sales overall surged by 56 per cent through the year. The appetite for local grapes has been especially strong in the red wine category, which experienced an extraordinary 80 per cent growth.

Customers are now seeking out fresher styles, lighter reds, and sparkling wines, and the LCBO has responded by adding over 130 new Ontario VQA wines to its premium Vintages collection.

Local product sales data, trends and growth*

• Overall, demand for Ontario products has increased by 23%.
• Ontario VQA wines – wine made from 100% Ontario-grown grapes – continue to outpace other Ontarian product categories with a 67% growth overall. Most notably, we continue to see a strong demand for VQA red wine (+80%).
• Other Ontario-made wine categories such as International-Domestic Blends continue to have modest growth (5%).
• Ontario craft beer and Ontario-made spirits are experiencing a boost in sales — 8.4% and 4.5%, respectively. Meanwhile, Ontario craft cider is experiencing positive growth in LCBO stores and online.
• Outside of Ontario, Canadian products from other provinces are also experiencing increased sales such as British Columbia wines (+55%), Nova Scotia wines (+30%) and Alberta spirits (+13%).

*Year-over-year comparison of overall sales between February 9, 2025, and September 6, 2025 
(LCBO Source)

Top Wines in 2025

Ontario VQA Wines; Family Tree The Glass Eye Pinot Grigio VQA #44290, Trius Méthode Cuvé Close VQA #45728, and Inniskillin Cabernet Franc Reserve VQA #17290 are gaining strong momentum as Canadians increasingly choose local.

Beyond Wine: Spirits, Beer, and the New Buzz

While VQA may be leading the charge, the desire for Canadian flavour extends across every shelf in the store, from whisky and vodka to beer and ready-to-drink cocktails.

Whisky, Vodka, and Rum’s Maple Flavour

In the spirits centre, customers are consciously choosing Canadian and Ontario alternatives. Canadian whisky led the overall growth by value in its category, while Canadian and Ontario spirits across vodka, rum, and liqueurs gained momentum.

Ontario-made spirits alone recorded a 4.5 per cent increase in sales, further reinforcing how Canadians are deliberately keeping their spending within the national economy.

Top Ontario Craft Spirits and RTDs; Wolfhead Vanilla Almond Biscotti Cream Liquor #46430, John Sleeman & Sons Single Malt Whisky #47107, E.T.51 Espresso Flavored #42900, alongside Donna Blood Orange Italian Spritz #42798, Pelican Club Limoncello Spritz #42797, and Collective Arts Wild Berry Cosmo #42360 are driving the strongest gains.

Craft Beer and the RTD Boom

The success story continues with craft beer and the fast-moving Ready-to-Drink (RTD) category. Ontario craft beer sales climbed by 8.4 per cent, as shoppers shifted away from mass-produced American brands in favour of local breweries.

RTD cocktails became the fastest-growing subcategory, doubling their growth year over year for a 31 per cent surge. Even as seltzers remain popular, new Ontario-made cocktails are filling shelves once dominated by imported products.

• Top Ontario Craft Beers; Cowbell Oatmeal Vanilla Black Lager #45043, Left Field Brewery Ghost Runner IPA #45998, and Great Lakes Brewery Fighting Weight Session IPA #45998 are helping shift demand away from imported brands.
• Top Ontario Craft Cider; Loch Mor Untamed Dry Cider #45958, Thornbury Spiced Apple Cider #480343, and West Avenue Poundcake Cider #47004 continue to lead growth in the cider category.
• LCBO Beer

A Truly National Movement

This celebration of local pride is not limited to Ontario. Wines from British Columbia and Nova Scotia saw sales growth of 55 per cent and 30 per cent, while Alberta-made spirits posted double-digit gains.

Canadians are now actively seeking out domestic products, often beginning with the LCBO’s curated The EH List, which features more than 3,000 Canadian-made beverages. You can explore it here:
https://www.lcbo.com/en/collections/made-in-canada

What this movement ultimately proves is that Canada is not a secondary market — it is a powerful one. When Canadians choose local, international brands feel the impact. The 2025 data makes one thing clear: the Canadian takeover of the best-sellers list is here to stay.