New Lightspeed Data: About Three in Four Quebecers Switched to Local Wine During Trade Tensions and Most Are Not Switching Back

• About three in four (74%) Quebec wine drinkers replaced an imported wine with a Quebec one since trade tensions began, and most have not returned to imports

• 85% of Quebecers say they would buy a wine recommended by an AI tool, rising to 9 in 10 among those under 45

• 81% expect Quebec wine to be considered world class within the next decade. Quebecers chose Excellent as their number one word to describe local wine

Lightspeed Commerce Inc., the unified omnichannel platform powering ambitious retail, golf and hospitality businesses in over 100 countries, today released the results of new research showing that recent trade tensions have created a major loyalty moment for Quebec wine producers.

Quebecers did more than try local wines. They switched, stayed, and built lasting confidence in the category. The research found that 77% say their interest in buying Quebec wine has increased, while 74% say they actively replaced an imported wine with a Quebec alternative.

The Tariff Effect

As trade tensions reshaped buying habits, Quebecers increasingly turned to local wine and are not looking back. Lightspeed’s survey found that 74% actively replaced an imported wine with a Quebec one, rising to 82% among 25- to 34-year-olds and 86% in Quebec City. In addition, 78% say trade tensions increased their interest in buying local wine, including 35% who say that interest increased significantly.

Before March 2025, 10% of Quebecers had never bought local wine. Today, 79% say they would recommend a Quebec wine to a friend, while 65% say Quebec wine is the first thing that comes to mind when they are undecided in store. Looking ahead, 81% of Quebec wine drinkers expect Quebec wine to be considered world-class within the next decade.

When asked to describe Quebec wines in one word, respondents most often chose Excellent (17%), a sign that the novelty label may be fading. Sustainability is also shaping purchase decisions: 87% say sustainable, organic or low-intervention practices make them more likely to buy, reaching 96% among 35- to 44-year-olds.

“There’s a growing openness among our guests. The classics will always have their place, but curiosity about local wines is increasingly present,” said Hugo Sabourin-Richard, Head Sommelier at Ripplecove. “Quebec winemakers are rising to meet very high expectations, which is no small feat given that our clientele grew up with Bordeaux and Burgundy as their benchmarks. The interest is real, and it’s only growing. Managing a wine program of this caliber demands real visibility into what guests are ordering and what’s performing. Lightspeed gives us that visibility, all in one platform.”

The AI Sommelier

As interest in Quebec wine has grown, so has interest in using technology to discover it. Nearly two-thirds (62%) of respondents say they have used a wine app, AI tool or digital recommendation tool to choose a wine, rising to 77% among 25- to 34-year-olds.

The trust signal is equally striking: 85% say they would buy a wine recommended by an AI tool if it clearly explained why it matched their taste. Among respondents under 45, that rises to 95%. Increasingly, Quebecers are making wine decisions on their phones before they ever see a menu.

The Michelin Signal

Recognition from award-winning chefs is also influencing consumer behaviour. More than three-quarters (78%) of Quebecers say they are more likely to buy Quebec wine knowing it appears on Michelin restaurant menus, with 36% saying they are much more likely. The effect is even stronger in Quebec City (88%) than in Montreal (71%).

This growing visibility is translating into broader confidence in the category. Overall, 80% say the quality of Quebec wine has improved over the past three years. When asked which style Quebec does best, white wine edged out red, 21% to 20%, with sparkling close behind at 15%.

“Quebec wines have earned something more valuable than attention. They have earned loyalty,” said Adoniram Sides, SVP of Hospitality at Lightspeed. “Consumers are discovering local wine through AI, through restaurant menus and through word of mouth. Operators who use real-time data to understand what is moving and what keeps guests coming back are best positioned to turn this moment into long-term revenue.”