Winnipeg residents happily purchased discounted American alcohol at Manitoba Liquor Marts without facing long lines on Monday. Unlike the previous sale at Christmas, this time the announcement was quietly posted on the Manitoba Liquor and Lotteries Corporation website. Tony Mariani, informed by a friend working at a liquor store, stocked up on U.S. wines at the Ness Avenue location, pleased that the proceeds were going to charities.
The Manitoba government removed American liquor from stores in February 2025 in response to U.S. tariffs on Canadian goods. The recent sale of expiring wines and liqueurs, discounted by 30%, is the final opportunity as Manitoba Liquor & Lotteries will not restock U.S. items.
The proceeds of the sale, estimated at $6.9 million, are being donated to local charities, including the Christmas Cheer Board and Boys and Girls Club. Customers like Faye Lambert were delighted to contribute to these causes while enjoying the discounted wines.
A provincial spokesperson mentioned that the remaining U.S. alcohol stock has been distributed to liquor stores across the province. Canadians are advised to check with their local liquor mart for available last-chance items. The government will release details on the charity funds raised in the future.
The ban on U.S. alcohol imports in most Canadian provinces and territories has had a significant impact, causing a loss of $536 million in export revenue in 2025. According to Andrew Muhammad, a trade expert, the ban may alter consumer preferences in the long run as they explore alternative sources for alcohol. Nonetheless, Canadians have not reduced their alcohol consumption despite the ban, indicating a shift in market shares towards other origins.