Canadian Wine Industry Welcomes Landmark Direct-to-Consumer Alcohol Sales Agreement
Wine Growers Canada (WGC), the national association representing Canada’s wine industry, welcomed today’s landmark agreement signed by nine provincial Premiers to implement direct-to-consumer (DTC) alcohol sales between participating jurisdictions.
The Operating Agreement on Direct-to-Consumer Sales of Alcoholic Beverages represents one of the most significant advances in reducing Canada’s internal trade barriers affecting Canadian consumers and wineries in decades. It establishes a common framework that will allow Canadians to purchase wine directly from licensed wineries across provincial borders for personal consumption.
Alberta, Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, Prince Edward Island and Newfoundland and Labrador are now implementing their approaches to DTC sales. British Columbia, which already permits direct-to-consumer sales of Canadian wine, has committed to implementing DTC for all alcohol categories by February 2027.
“This is a landmark achievement for Canadian consumers and wineries,” said Dan Paszkowski, President and CEO of Wine Growers Canada. “For almost two decades, Wine Growers Canada has advocated for Canadians to have the right to purchase Canadian wine directly from wineries regardless of provincial borders. Today’s agreement is the culmination of years of collaboration between governments and industry and represents a transformational step toward a truly national Canadian wine marketplace.”
Deloitte’s independent 2026 report on the future of Canada’s wine industry identified Canada’s fragmented domestic market as the single greatest barrier to the industry’s long-term growth and competitiveness. Today’s agreement directly addresses that challenge by expanding consumer choice and providing wineries with greater access to markets across Canada.
At a time when governments are working to strengthen Canada’s economy, reduce internal trade barriers and encourage Canadians to Buy Canadian, this agreement will make it easier for consumers to support Canadian wineries, grape growers, tourism businesses and rural communities.
Wine Growers Canada recognizes the leadership of the participating Premiers and the extensive work undertaken by provincial officials to develop the agreement and the systems required for implementation.
“Today’s agreement demonstrates what governments can achieve when they work together to remove longstanding internal trade barriers,” said Paszkowski. “Our focus now shifts from reaching agreement to delivering results for Canadian consumers and wineries.”
Wine Growers Canada encourages all signatory governments to complete operational implementation by the end of 2026 wherever possible. While today’s agreement establishes the national framework, Canadians and wineries will realize its full benefits only when every participating jurisdiction has completed implementation and the system is fully operational.
Wine Growers Canada also encourages participating governments to maintain zero or very low direct-to-consumer levies and administrative charges. The success of the agreement should be measured by whether it expands consumer access and winery sales, not by replacing traditional liquor board markups with new barriers that discourage direct-to-consumer commerce.
Quebec and Yukon participated in developing the agreement and are establishing the infrastructure required to implement DTC sales, with the objective of joining in the near future. Wine Growers Canada encourages both jurisdictions, as well as Canada’s remaining territories, to participate so that consumers and wineries across the entire country can benefit from a truly national marketplace.
“Today’s agreement marks the beginning of a new era for Canadian wine,” said Paszkowski. “Canadians will have greater access to Canadian wines than ever before, while wineries gain access to new markets across the country. Our work now continues to ensure implementation is completed quickly, direct-to-consumer levies remain low, and governments continue building a truly integrated Canadian wine marketplace.”
While today’s agreement represents a landmark achievement, additional work remains to strengthen Canada’s domestic wine market. Wine Growers Canada will continue working with governments to:
- support the timely implementation of direct-to-consumer wine sales across Canada;
- encourage all participating jurisdictions to maintain zero or very low DTC levies and administrative fees;
- expand opportunities for Canadian wines within provincial liquor retail systems across the country; and
- encourage provinces to extend successful provincial wine support programs, such as the BC Quality Program, Ontario VQA Support Program and similar provincial initiatives, to eligible Canadian wine sold into other participating provinces.
Together, these measures will help create a stronger domestic market for Canadian wine, provide greater consumer choice, support investment by Canadian wineries, and further reduce barriers to internal trade.
About Wine Growers Canada
Wine Growers Canada (WGC) is the national voice of the Canadian wine industry, representing more than 90% of Canada’s annual wine production. WGC members span the entire wine value chain, from grape growing and vineyard management to wine production, bottling, retail sales and wine country tourism.
Website: WineGrowersCanada.ca
The Direct-to-Consumer Alcohol Sales Agreement
On July 21, 2026, the Premiers of Alberta, British Columbia, Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, Prince Edward Island and Newfoundland and Labrador signed the Operating Agreement on Direct-to-Consumer Sales of Alcoholic Beverages.
The agreement builds on the 2025 Memorandum of Understanding on Direct-to Consumer Sales of Alcoholic Beverages and establishes a common framework that allows consumers to order eligible alcoholic beverages directly from licensed producers in participating jurisdictions for personal consumption.
Eight participating jurisdictions are now implementing their DTC approaches. British Columbia has committed to implementing DTC for all alcohol categories by February 2027 while continuing to permit direct-to-consumer sales of Canadian wine.
Quebec and Yukon participated in developing the agreement and are working toward joining once the required systems are in place.
Why Direct-to-Consumer Wine Sales Matter
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- Reduces one of Canada’s longest-standing internal trade barriers. • Expands consumer access to Canadian wine regardless of where they live. • Creates new market opportunities for Canadian wineries.
- Supports Canadian grape growers, tourism businesses and rural communities. • Responds directly to Deloitte’s recommendation to improve Canada’s fragmented domestic wine market.
- Supports governments’ commitment to strengthening internal trade and encouraging Canadians to Buy Canadian.
- Provides an important sales channel for small and medium-sized wineries.
Next Priorities
- Complete implementation across all participating jurisdictions.
- Encourage Quebec, Yukon and the remaining territories to join the agreement. • Maintain zero or very low DTC levies and administrative fees.
- Develop consistent, simple and efficient registration and reporting requirements. • Strengthen the presence of Canadian wines within provincial liquor retail systems. • Extend provincial wine support programs, including the Ontario VQA Support Program and British Columbia Quality Program, to eligible Canadian wine sold into participating provinces.
- Continue reducing internal trade barriers to create a truly national marketplace for Canadian wine.