Canada is moving closer to providing consumers with greater access to locally produced alcoholic beverages while creating new opportunities for Canadian producers.
On July 21, 2026, the Premiers of British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, Prince Edward Island, and Newfoundland and Labrador signed an agreement to implement Direct-to-Consumer (DTC) sales of alcoholic beverages between their jurisdictions.
The agreement builds on the commitment made through the June 2025 Memorandum of Understanding (MOU) on Direct-to-Consumer Sales of Alcoholic Beverages and represents another important milestone in reducing interprovincial trade barriers.
Once implemented, Canadians will be able to order their favourite craft beer, wine, spirits, cider, and other alcoholic beverages directly from licensed producers in participating provinces. This will provide consumers with greater choice while opening new markets and growth opportunities for Canadian producers.
British Columbia has committed to implementing its DTC system for all beverage alcohol categories by February 2027, allowing licensed producers to ship directly to consumers in participating jurisdictions.
Quebec and Yukon, which were also signatories to the 2025 MOU, have worked collaboratively with participating provinces to develop the framework for the agreement. Both jurisdictions are currently establishing the infrastructure required to implement DTC sales and intend to join the agreement in the near future. Yukon is also working closely with its dry communities to ensure their preferences are respected as the program is introduced.
Although the implementation date has not been established, for Canada’s independent craft breweries, this agreement represents a significant step toward expanding consumer access, supporting small businesses, and creating a more open and competitive national marketplace for Canadian-made products. As more details emerge, we will share them with members.
Yesterday’s announcement is welcome news for the beverage alcohol sector. Stakeholder groups have advocated for this change for decades, and this milestone demonstrates the importance of sustained advocacy in advancing policy changes that create meaningful economic opportunities. As mentioned recently, we will continue to advance excise tax modernization and provincial tax reforms to encourage the consumption of Canadian owned and made products. The CCBA is proud to have played a role in supporting this important change and looks forward to continuing to work with governments and industry partners to advance opportunities for Canada’s independent craft breweries.