Manitoba’s premier has expressed a cautious willingness to consider reintroducing American alcohol as part of a potential trade agreement, but with a clear message: “Don’t purchase it.” Canadian and U.S. officials are in discussions to finalize a deal that would prevent new U.S. tariffs on approximately $30 billion worth of Canadian goods. Prime Minister Mark Carney and his negotiation team engaged with his cabinet and provincial leaders on Wednesday to explore the potential agreement.
Premier Kinew revealed that Carney had urged the provinces to reintroduce American liquor into stores, but Manitoba has not yet consented to this request. Even if U.S. products were to return to Liquor Marts under a trade pact, Kinew emphasized that Canadians still have the choice to opt for Canadian alternatives. During a press conference on Thursday, he urged citizens to refrain from purchasing American liquor and instead support local products to convey disapproval of President Trump’s trade policies.
In 2025, Manitoba initially removed millions of dollars worth of U.S.-made alcohol in retaliation for Trump’s imposition of tariffs on Canadian goods that did not comply with the Canada-U.S.-Mexico trade agreement. Subsequently, Manitobans displayed a preference for local options, leading to a nearly $21 million year-over-year sales growth at the province’s Liquor Marts, as reported in June.
While discussing the trade negotiations, Carney requested that the premiers avoid excluding the United States from their procurement policies. Manitoba’s procurement guidelines have favored Canadian or non-U.S. sources since the onset of the trade dispute, resulting in an 82% decrease in the province’s spending on American companies, according to Kinew. The premier highlighted the significant impact of these policies, noting the Trump administration’s interest in reaching a deal with Canada.
Opposition leader Obby Khan criticized Kinew, questioning the accuracy of the 82% reduction in American firm spending, citing a $36-million contract with American-based Aramark food services in July 2025. Kinew emphasized the need for a fair deal, expressing reservations about the deal’s longevity given Trump’s unpredictable behavior. He emphasized the importance of supporting workers in industries like the Gerdau steel mill in Selkirk, Man., before agreeing to the terms of the agreement.
California winemaker Steve Matthiasson, a native of Winnipeg, criticized Kinew for not distinguishing between U.S. alcohol sources, highlighting that California winemakers are not the issue. He outlined the challenges faced by his business due to the trade war, emphasizing the detrimental impact on planning, workforce, and infrastructure improvements.
Public opinion in Winnipeg varied regarding the potential reintroduction of American liquor, with many expressing support for buying local products and skepticism about purchasing American goods. The absence of American products in Liquor Marts has benefitted local distilleries, with consumers appreciating the increased availability of local options.
The ongoing negotiations between Canada and the U.S. continue to provoke debate and scrutiny, with stakeholders closely monitoring developments for potential impacts on trade relations and domestic industries.