Wine Growers Canada (WGC), a national association representing Canada’s wine industry, welcomed the 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 WGC. “For almost two decades, WGC has advocated for Canadians to have the right to purchase Canadian wine directly from wineries regardless of provincial borders. [This] 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. The 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.
WGC recognized the leadership of the participating premiers and the extensive work undertaken by provincial officials to develop the agreement and the systems required for implementation. “[This] 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.”
WGC encouraged all signatory governments to complete operational implementation by the end of 2026 wherever possible. While the agreement establishes a national framework, Canadians and wineries will realize its full benefits only when every participating jurisdiction has completed implementation, and the system is fully operational. WGC also encouraged 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.
“[The] 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
- 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.
