23rd July, 2025: US spirits sales drop in Canada and other news
US spirits sales drop 66% in Canada, Tequila and agave production, La Martiniquaise-Bardinet's latest moves, Bourbon supply to EU, Mexican sugar cane and more...
The Spirits Post is an international press review about the spirits industry brought to you by , an Italian spirits journalist and judge. If this newsletter was forwarded to you by a friend, you can subscribe here to receive it directly in your inbox:
Hello everyone!
Today our press review takes us from Canada to Mexico, with a few other interesting stops along the way. Let’s dive in!
US spirits sales plummet 66% in Canada
US spirits sales in Canada plummeted by 66% between 5 March to the end of April, according to a report released by Spirits Canada. Over the same period, total spirits sales across the country fell by 12.8%.
This dramatic fall follows removal of all American-made spirits from shelves in Ontario, British Columbia and Nova Scotia in February. This action was a direct reaction to the 25% tariff placed on Canadian goods by the US president Donald Trump, this measure had significant consequences. You can find more detailed figures in Ted Simmons’s article on The Spirits Business:
Alternatively, you can read the news on Global Drinks Intel, also:
I haven’t been able to find the source of the news on Spirits Canada’s website, but I did find a recent press release about this topic on the Distilled Spirits Council of the United States’ website (DISCUS):
Tequila production halved in first half of 2025
Compared to last year, Tequila production almost halved in the first six month of 2025, according to data from Consejo Regulador del Tequila (CRT). The industry is now actively seeking for new markets.
Article by Shamady Omaña on El Heraldo de Mexico:
Meanwhile, over a thousand hectares of agave have already been reconverted to sugar cane plantations and livestock land, in an effort to limit overproduction. You can read about this in a May article by Haremy Reyes in Quadratín Jalisco:
Avanza la reconversión de cultivos ante la sobreproducción de agave
The industry is certainly attempting to rebalance production, particularly after consumption slowed down in its main market, the US, which typically absorbs the vast majority of Tequila exports. The threat of Trump’s tariffs certainly doesn’t help in this context either.
Agave consumption for Tequila itself, saw a significant drop in 2024, falling from 13,6 million tons the previous year to 8,5 million tons, as reported in CRT statistics. You can delve deeper into Tequila industry figures in CRT’s website.
Company news
La Martiniquaise-Bardinet invests in UK gin
French spirits group La Martiniquaise-Bardinet has acquired a majority stake in England’s Warner’s Distillery, renowned for its gin production.
The French group already owns brands such as Saint James Rum, Glen Moray, Cutty Sark and others.
Article by Rupert Hohwieler on The Spirits Business
…and
La Martiniquaise-Bardinet to close 137-years-old Hooghoudt distillery
In related news the group is also set to close the 137-years-old Dutch distillery Hooghoudt.
La Martiniquaise Benelux acquired Hooghoudt in May of this year but stated that “the Groningen location could no longer be made profitable”. Production will soon be transferred from the Dutch city to La Martiniquaise-Bardinet’s distillery in Ghent, Belgium.
Article by Rupert Hohwieler on The Spirits Business:
Whiskey House of Kentucky to supply Bourbon to EU through Berentzen-Gruppe
Germany-based private-label Bourbon supplier Berentzen-Gruppe signed a long-term supply agreement with US spirits producer Whiskey House of Kentucky.
Article by Kristian Bayford on Just-Drinks:
Whiskey House of Kentucky strikes Bourbon supply deal with Berentzen-Gruppe
Something to read
Sugarcane in Mexico
Inspired by the news on agave reconversion, I though you might be interested in some information about sugarcane production in Mexico.
Here is an article I found on Mexico Business by Eliza Galeana:
Sugarcane Industry Remains Key Economic Driver Despite Challenges
I suggest you to read it as it compiles many interesting figures about the industry. While this isn’t solely about sugar cane spirits, I’m also adding here a couple of older articles here.
An overview by Emma Janzen on Punch:
And a deep dive into Charanda by Claudio Riva in Whisky Club Italia’s blog, Daily Dram, following Claudio’s trip to Mexico:
That’s all for today.
See you on Friday to call it a week together ;)