Canada’s economy faces growing threats, from global instability to the looming risk of U.S. tariffs. To build resilience and secure the wine industry’s economic future, we must turn inward, dismantling the internal trade barriers that limit our potential.

The wine industry offers a clear example. Despite producing world-class wines, premium Vintners Quality Alliance (VQA) Canadian wines account for less than nine per cent of national sales, with half of Canada’s provinces seeing less than a two per cent market share. These barriers – imposed by provincial regulations – limit market access, stifle growth and restrict wine tourism, at a significant cost to the Canadian economy.

While progress has been made through initiatives like MP Dan Albas’ Bill C-311, which allowed personal interprovincial wine imports, and the recent federal-provincial task force on direct-to-consumer (DTC) shipping, a comprehensive national framework is still needed. The March 5 First Ministers’ meeting marked a step forward, with nine of 10 provinces and one territory committing to allow interprovincial DTC alcohol sales. However, action is needed to implement this agreement uniformly and ensure that DTC taxes and levies are fair, transparent and do not undermine the competitiveness of Canadian wines.

Breaking down these barriers isn’t just about wine. It’s about creating new economic opportunities – new revenue streams, thousands of jobs and stimulating innovation across various sectors.

New Brunswick has already set a positive example, passing legislation in late March 2025 to allow interprovincial DTC alcohol sales. Other provinces must now follow suit, creating a cohesive national framework that allows Canadians to access wines from any winery across the country.

Breaking down these barriers isn’t just about wine. It’s about creating new economic opportunities – new revenue streams, thousands of jobs and stimulating innovation across various sectors. Canada’s wine industry has the potential to become a significant economic driver and we must seize this opportunity to strengthen our economy.

The path forward requires a “Team Canada” approach, where all levels of government work together to remove trade barriers and educate consumers about the benefits of local products. By promoting Canadian wines and encouraging consumer loyalty, we can build a more connected, resilient economy.

Now is the time for bold action. Leaders like Minister Anand and Premiers Ford, Holt, and Houston have shown the way. However, the rest of Canada must act swiftly to remove trade barriers and unlock the full potential of Canadian businesses. Together, we can create a stronger, more self-sufficient Canada, ready to meet global challenges head-on.

The choice is ours. Let’s choose Canada.