Premiers promise direct-to-consumer alcohol sales from out of province are finally happening

New Brunswick Premier Susan Holt holds a news conference during a premiers meeting in Charlottetown, P.E.I., on Tuesday July 21, 2026. Photo by Tim Krochak/Postmedia

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CHARLOTTETOWN — Eight premiers said Tuesday they would start allowing people in their province to buy alcohol directly from producers anywhere in the country.

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“We’re thrilled today that other provinces have joined us,” said New Brunswick Premier Susan Holt, whose province amended its laws to allow residents to order alcohol directly from elsewhere in Canada last year.

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Holt’s province will be joined by Alberta, Saskatchewan, Manitoba, Ontario, Nova Scotia, P.E.I., and Newfoundland and Labrador in allowing direct-to-consumer shipping from out of province.

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“Now … New Brunswick’s world-class craft-beer products, craft spirits, and wines can reach markets like Ontario and Quebec and B.C.,” she said. “And Canadians can get the benefits of these products, strengthening internal trade, being our own best customer at a time when it really matters.”

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Holt made the announcement at a first ministers conference in Charlottetown. Last July, all 10 provinces signed a commitment to allow direct-to-consumer sales, but until now, most failed to follow through.

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Quebec and the Yukon are still developing their enabling legislation to fulfill the agreement and B.C. has committed to implementing direct-to-consumer purchasing by February 2027.

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The change comes after years of provinces being reluctant to open up competition for local alcohol producers, but the premiers said it was part of a broader commitment to reduce internal trade barriers, according to a released statement.

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Internal Trade Minister Dominic LeBlanc issued a statement in May expressing concerns about the failure of provinces to meet the commitment they had made last July. He noted that the federal government has done its part by opening up the market by amending the Importation of Intoxicating Liquors Act and extending alcohol excise duty relief for brewers, distillers and wineries.

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“Direct-to-consumer alcohol sales is a prime example of how we can make progress by giving Canadians the option to purchase their favourite wine, beer, or spirits directly from producers in other provinces,” LeBlanc wrote. “Canadians expect all orders of government to show leadership to realize this vision, and it’s time to deliver.”

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Tuesday’s agreement stops short of opening up more shelf space in provincially run liquor stores for all out-of-province producers. But Holt said the direct-to-consumer approach will benefit smaller producers who can’t get their bottles and cans into large provincial liquor store operations, such as the Liquor Control Board of Ontario, which require minimum sales thresholds.

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“It really helps some of our smallest enterprises for whom getting listed somewhere like Ontario or Quebec can be really challenging,” said Holt.

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