Premiers say they are fostering a more open and integrated economy by removing a major trade barrier within Canada. On Tuesday, the Premiers of nine provinces – Alberta, British Columbia, Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, Prince Edward Island, and Newfoundland and Labrador – signed a landmark agreement to implement Direct-to-Consumer (DTC) sales of alcoholic beverages between their jurisdictions.
This agreement builds on the commitment in the June 2025 Memorandum of Understanding (MOU) on DTC Sales of Alcoholic Beverages, according to a news release.
“As of today, Alberta, Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, Prince Edward Island, and Newfoundland and Labrador are implementing their approaches to DTC sales, allowing individual Canadians to order their favourite wine, spirit, beer, or other alcoholic beverages directly from licensed producers across the country,” said the release.
“British Columbia is committing to have their system in place to implement DTC for all types of alcohol in February 2027. This is a major expansion of consumer choice and increases producer access into new Canadian markets.”
With the announcement, participating jurisdictions are following through on a key commitment made by First Ministers at their meeting on January 29, 2026, to support the reduction of barriers to internal trade for alcoholic beverages.
Provinces and territories remain committed to working with each other and the federal government to maintain momentum in removing barriers to build a more resilient and streamlined economy and to unlock Canada’s full economic potential, it said.
Dan Kelly, President of the Canadian Federation of Independent Business (CFIB), said this is very welcome news.
“Canada’s independent wineries, breweries, cideries, and distilleries have waited a long time to see direct-to-consumer alcohol shipping finally become a reality,” he said.
“Allowing small producers to ship directly to consumers across provincial borders will help them reach new customers, grow their businesses, and give Canadians access to greater choice. It is a practical step toward reducing unnecessary interprovincial trade barriers and a clear signal that governments are committed to strengthening Canada’s internal market.
“CFIB will closely monitor implementation to ensure that provinces do not impose unnecessary licensing, authorizations or registration requirements that create unnecessary costs and complexity for small producers. We commend Manitoba, New Brunswick, and Saskatchewan for embracing a straightforward, low-burden approach to direct-to-consumer sales, helping maximize the opportunities these reforms create for independent producers.
“Today’s announcement should be seen as a starting point, not the finish line. The next step is for governments to include alcohol under the Canadian Mutual Recognition Agreement, allowing alcohol products that can be legally sold in one province or territory to be sold in every other jurisdiction without duplicative testing, paperwork or regulatory requirements. That would further reduce barriers for small producers and create a truly open domestic market for Canadian alcohol.”
Alberta Premier Danielle Smith said: “Our government has now signed a direct-to-consumer alcohol sales agreement with Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, Prince Edward Island, Newfoundland and Labrador and British Columbia. This agreement will allow Alberta liquor producers to sell their beer, wine, spirits and other alcoholic beverages directly to more Canadians, opening new markets and creating new opportunities for Alberta businesses to grow.
“This is an important step toward breaking down interprovincial trade barriers, but more work can be done. We already have the most open and free liquor market in Canada, allowing all liquor manufacturers, regardless of their province, to sell their products on retail shelves throughout Alberta. Our province’s producers should have the same opportunity to compete for space on retail shelves across Canada.”
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