Ontario LCBO launches local alcohol campaign amid Canada-U.S. trade war

The Liquor Control Board of Ontario (LCBO) has launched the ‘We’re All in on Ontario’ campaign to promote local beer, wine, cider, and spirits. The initiative features front-of-store placement for over 4,600 Ontario-made beverages, enhanced branding, and specialized training for employees to assist customers in selecting domestic products.

This promotional push occurs amid an escalating trade dispute between Canada and the United States. Following Ontario Premier Doug Ford’s decision in early 2025 to ban U.S.-made alcohol, the Trump administration has announced a retaliatory import ban on most Canadian alcohol products, scheduled to take effect on September 29. This potential ban threatens approximately $1 billion in Canadian spirits exports and thousands of jobs in the distilling and bottling sectors.

LCBO interim president Aaron Campbell stated the campaign aims to support local producers and help customers connect with products that support jobs within their own communities. The LCBO has also expanded its local offerings, adding hundreds of new Ontario VQA wines and craft beers to its inventory in response to the volatile trade environment.