Table of contents:
- Gordie Howe and the “Elbows Up” movement
- Distilled Spirits Council of the United States export data
- U.S. Travel Association and Statistics Canada figures
- Florida orange juice and Statistics Canada import records
- Citrus Industry magazine and Florida market impact
Gordie Howe and the “Elbows Up” movement
The phrase “Elbows Up,” long associated with Gordie Howe, became a rallying slogan in 2025. It gained renewed relevance after Donald Trump threatened to annex Canada and introduced new tariffs on Canadian goods. The term came to symbolize resistance through consumer behaviour, not sport.
As tariffs triggered a cross-border trade conflict, Canadians redirected spending toward domestic products. Millions joined boycott-focused online communities. One Facebook network alone reached 1.4 million members. Users also adopted mobile applications designed to identify and avoid U.S.-made goods. The movement expanded beyond symbolism into coordinated economic action.
Distilled Spirits Council of the United States export data
Provincial governments responded quickly. In February, several provinces removed U.S. wine and spirits worth millions of dollars from retail shelves. The move followed Washington’s decision to impose a 25 per cent tariff on Canadian imports. Saskatchewan and Alberta resumed U.S. alcohol sales in June. Ontario did not.
According to the Distilled Spirits Council of the United States, overall American spirits exports fell 9 per cent in the second quarter of 2025 year over year. Exports to Canada dropped 85 per cent, falling below $10 million US. Domestic impacts followed. Sales of U.S. spirits in Canada declined 68 per cent in April. Sales of Canadian and other imported spirits rose 3.6 per cent.
The council noted that international markets are vital for U.S. whisky producers facing flat domestic demand and record inventory. Between January and September, bourbon exports to Canada fell from 41.3 million to 16.4 million units, a decline of nearly 60 per cent.
Key changes in U.S. spirits exports to Canada in 2025
| Product category | Decline Jan–Sep 2025 |
|---|---|
| Bourbon whisky | 60% |
| Rum | 49% |
| Brandy | 67% |
| Gin | 76% |
| Vodka | 71% |
| Cordials | 71% |
U.S. Travel Association and Statistics Canada figures
Travel patterns shifted in parallel. Many Canadians cancelled U.S. vacations, including theme park trips. A report from the U.S. Travel Association forecast a 3.2 per cent decline in international tourism spending in the U.S. for 2025. The projected loss reached $5.7 billion US.
Canadians traditionally represent the largest group of foreign visitors. In 2024, they accounted for 28 per cent of 72.4 million international arrivals. After Trump returned to office in January, that flow weakened. A report by the Democratic minority of the U.S. Congress’s Joint Economic Committee warned of business losses across several states.
Sen. Maggie Hassan stated, "In the wake of President Trump's reckless tariffs and needless provocations, fewer and fewer Canadians are making trips to the United States, putting many American businesses in jeopardy and straining the close ties that bind our two nations."
Data from Statistics Canada confirmed the trend. Canadian return trips by air fell 19.3 per cent in November compared with 2024. Automobile trips dropped 28.6 per cent, marking the 11th consecutive month of year-over-year declines.
Florida orange juice and Statistics Canada import records
Canada’s counter-tariffs targeted specific products. Florida orange juice became a focal point. Tariffs took effect in March, directly affecting shipments from Florida, home to Trump’s Mar-a-Lago estate in Palm Beach.
By June, the value of U.S. fresh orange juice exports to Canada fell to its lowest level in more than 20 years, based on data from the U.S. Census Bureau and Statistics Canada. By September, imports remained 54 per cent lower than in January.
Canada lifted most counter-tariffs on Sept. 1. Even so, September imports totalled $7.45 million Cdn, down from $12.6 million Cdn a year earlier. Some Canadian businesses stopped serving orange juice entirely.
William Huggins of the McMaster University DeGroote School of Business said, "Canada specifically targeted Florida orange juice as a way of making a political point. We weren't even shy about it."
Citrus Industry magazine and Florida market impact
The effects extended beyond exports. According to Citrus Industry, U.S. orange juice gallon sales for the four-week period ending Nov. 29 declined 11.4 per cent year over year. Prices rose 16.2 per cent during the same period.
The publication cited inflation and consumer sensitivity to food costs as contributing factors. Combined with lost export demand, the data reflected sustained pressure on Florida’s citrus sector.
By the end of 2025, figures across alcohol, tourism and agriculture pointed to the same conclusion. Canadian consumer decisions, amplified by policy, produced measurable economic consequences in the United States.
Source: CBC
FAQ
What did the “Elbows Up” movement represent in Canada in 2025?
It symbolized a coordinated consumer response to U.S. tariffs and political actions, encouraging Canadians to boycott U.S. goods and services.
How did U.S. spirits exports to Canada change in 2025?
Exports declined sharply, with total U.S. spirits exports to Canada falling 85 per cent in the second quarter of 2025 compared with the previous year.
Which Canadian provinces removed U.S. alcohol from store shelves?
Several provinces removed U.S. wine and spirits in February, while Saskatchewan and Alberta resumed sales in June and Ontario did not.
What impact did reduced Canadian travel have on the U.S. tourism sector?
International tourism spending in the U.S. was forecast to decline by 3.2 per cent in 2025, equal to a loss of $5.7 billion US, largely due to fewer Canadian visitors.
Why was Florida orange juice targeted by Canadian counter-tariffs?
It was selected as a politically symbolic product, and imports of U.S. fresh orange juice to Canada fell to their lowest level in more than 20 years.