Charlottetown, P.E.I., July 22: In a major step toward strengthening Canada’s internal economy, the premiers of nine provinces have signed a landmark agreement eliminating significant barriers to the direct sale of alcoholic beverages across provincial borders.
The agreement allows breweries, wineries and distilleries to sell and ship beer, wine and spirits directly to consumers in participating provinces, expanding consumer choice while creating new markets for Canadian producers.
The announcement was made during the Council of the Federation meeting in Charlottetown, where provincial and territorial leaders gathered to discuss economic cooperation and national priorities.
Until now, direct-to-consumer alcohol sales between provinces were either prohibited or permitted only through limited bilateral agreements, creating long-standing obstacles for businesses and consumers.
New Brunswick Premier Susan Holt described the agreement as a significant milestone in strengthening Canada’s internal market.
“Canadians can get the benefits of these products, strengthening internal trade and being our own best customer at a time when it really matters,” Holt said.
The agreement has been signed by Ontario, Alberta, British Columbia, Saskatchewan, Manitoba, New Brunswick, Nova Scotia, Prince Edward Island, and Newfoundland and Labrador.
While Quebec, Yukon, Northwest Territories, and Nunavut did not sign the agreement immediately, officials said Quebec and Yukon are expected to join in the near future.
The new framework takes effect immediately for participating jurisdictions, although British Columbia indicated it expects to complete the necessary regulatory changes by February 2027.
The initiative builds upon a 2025 memorandum of understanding signed by provinces and Yukon that committed governments to reducing interprovincial trade barriers.
The agreement comes at a time when Canada is also responding to renewed trade pressures from the United States.
Earlier this week, U.S. President Donald Trump announced plans to impose steep tariffs on Canadian beer, wine and spirits, increasing the urgency for provinces to strengthen domestic trade.
Ontario Premier Doug Ford welcomed the agreement, saying it will create new opportunities for both businesses and consumers.
“Today’s agreement will open new markets and provide greater choice and convenience for producers and customers in Ontario and across Canada,” Ford said.
Alberta Premier Danielle Smith said the agreement represents an important first step and expressed hope that governments will next remove barriers affecting retail alcohol sales nationwide.
The governments of the Northwest Territories and Nunavut said they support reducing internal trade barriers but chose not to participate because of the unique circumstances facing northern communities.
In a joint statement, the two territories noted that many communities maintain locally determined restrictions or prohibitions on alcohol sales that reflect community priorities and cultural values, adding that respecting local decision-making remains essential.
Industry organizations strongly welcomed the agreement.
Wine Growers Canada called the announcement a transformational achievement after nearly two decades of advocacy, saying it moves Canada closer to a truly national marketplace for Canadian wines.
The Canadian Federation of Independent Business (CFIB) also praised the premiers’ decision, while encouraging governments to ensure licensing requirements and regulatory fees remain low to maximize benefits for small businesses.
The organization further urged provinces to continue dismantling remaining retail barriers so Canadian consumers can enjoy easier access to locally produced products from coast to coast.
The agreement is widely viewed as one of the most significant advances in interprovincial trade liberalization in recent years and is expected to provide new economic opportunities for Canada’s beverage alcohol industry while giving consumers greater access to Canadian-made products.