Hold my beer: Moosehead races the clock to ship brews south before U.S. supply dries up

The looming shortage follows a White House order implementing a ban on packaged Canadian malt beer and other alcohol imports, effective Sept. 29. The measure expands on earlier 50% tariffs imposed by the Trump administration in August.

Oland confirmed to the Star that Moosehead has no plans to bypass the restrictions by shifting brewing operations south of the border.

Drafted into a high-stakes race for shelf space

The United States accounts for roughly 15 % of Moosehead’s total sales volume, with shipments distributed across all 50 states and concentrated heavily along the eastern seaboard.

In an interview with CBC News, Oland explained that maintaining physical presence on U.S. retail shelves is critical to the survival of the export business. Major American grocers such as Publix and Hannaford will quickly replace missing inventory with competing brands if stock runs out.

To protect its footprint, Moosehead continued shipping beer south despite taking six-figure monthly financial losses under the earlier 50% tariff, Oland told CTV News. Because the tariff wiped out profit margins, the shipments were made solely to preserve customer access and store space.

The company is now working closely with its U.S. importer and distributor network to push as many cases across the border as possible before the Sept. 29 deadline hits. Existing U.S. inventories remain stable due to heavy shipments made earlier in the summer, but Oland warned CBC News that extended exclusion from the market could take years to recover from.

Hoping for a trade breakthrough to tap new potential

Despite the financial strain, Oland expressed confidence in the federal government’s handling of the escalating trade dispute. Speaking to CTV News, he voiced support for Prime Minister Mark Carney and federal negotiators, stating he remains optimistic that diplomatic talks could still delay or roll back the restrictions.

If the import ban remains in place, Moosehead plans to pivot its strategy toward domestic sales and broader international expansion.

Oland told CBC News that the brewery will focus heavily on growing its market share at home in Canada while actively exploring new export opportunities across Europe, Central America and South America.

Waiting to see if cooler heads prevail before the final pour

For now, Moosehead can only watch the clock and ask American consumers to hold their beer orders while diplomatic talks continue.

Whether Washington relents or the deadline passes, the coming weeks will determine if Moosehead can keep its flagship lager flowing south or if U.S. fans will be left staring at empty shelves.