The Ford government’s latest move to reduce interprovincial trade barriers—including the ability to buy beer and wine directly from producers in other provinces—is being welcomed as a win for consumer convenience. But industry watchers caution it’s unlikely to transform how most Ontarians buy their beverages.
The new legislation, Protect Ontario through Free Trade within Canada Act, was introduced in April as part of Ontario’s response to U.S. President Donald Trump’s tariff measures. The aim is to reduce internal trade friction, boost economic growth, and promote national unity by unlocking labour and goods mobility across provinces.
“For too long, we’ve let red tape and endless regulations hold back our economy,” said Premier Doug Ford. “The legislation we’re introducing will make Ontario a national leader in interprovincial trade and create new markets and opportunities for Ontario workers and goods.”
Ontario claims that internal trade barriers cost Canada up to $200 billion annually, lowering GDP by nearly 8%.
One component of the legislation allows direct-to-consumer alcohol sales between provinces that reciprocate. In theory, this means Ontarians can now legally order beer and wine directly from producers across Canada, expanding access to niche or specialty products.
However, beer historian and educator Jordan St. John says the change, while positive, may not create major shifts in consumer behavior. “Beer is still pretty cheap. It doesn’t make a lot of sense to pay shipping to save a dollar on a 24-pack,” he said.
He added that while the convenience factor is welcome, most Ontarians already have access to local breweries, and Niagara remains Canada’s best-known wine region—just a short drive away for many.
Since April, Ontario has been signing trade agreements with other provinces, including:
- Manitoba, with a May 14 deal to ease goods and labour movement and support direct alcohol sales.
- Nova Scotia and New Brunswick, where memorandums are being finalized to allow reciprocal alcohol shipments and enhance labour mobility.
- Atlantic Canada, where New Brunswick Premier Susan Holt has proposed a regional free trade zone in response to American tariffs.
While this marks real progress in untangling Canada’s famously complex web of internal trade restrictions, St. John says awareness and logistics remain barriers.
“There are still a thousand breweries in Canada, and most people don’t even know what’s being made a few blocks away, let alone in another province,” he said. “You have to build the capacity to take advantage of the potential.”
He believes some curious consumers may explore ordering from specific breweries like Blind Enthusiasm (Alberta) or 33 Acres (B.C.), particularly now that there’s less risk of packages being flagged in the mail.
“It may create a niche trade in custom orders for personal consumption,” he said. “But for most people, picking something up at the local store will still make the most sense.”