REVISED / Government formalizes direct-to-consumer alcohol sales

Release

Department of Intergovernmental Affairs, Department of Justice and Public Safety

July 07, 2025

FREDERICTON (GNB) – The provincial government has signed a memorandum of understanding to allow direct-to-consumer alcoholic beverage sales with other participating Canadian jurisdictions.

“We have made it clear that we will do whatever we can to support internal trade across the country, and this is an important step,” said Intergovernmental Affairs Minister Jean-Claude D’Amours. “Direct-to-consumer sales of alcoholic beverages will give New Brunswick producers new business opportunities and a chance to access customers they could not reach previously.”

The memorandum is part of efforts by the committee on internal trade to strengthen the Canadian economy by removing trade barriers.

Allowing producers to sell directly to consumers across provincial and territorial borders will also give New Brunswick consumers access to a wider range of products.

“The excellent work done by the provincial government to create new commercial opportunities is important and beneficial for New Brunswick businesses,” said Sébastien Roy, CEO of Distillerie Fils du Roy. “Selling alcoholic beverages directly to consumers is an important step that will help us access new potential customers across the country, while bringing us closer to a more dynamic national market.”

The change was made possible through Liquor Control Act amendments made during the spring legislative session. It will take effect once regulations are developed to specify eligible jurisdictions.

The amendments also eliminated personal exemption limits on liquor for people entering the province. This took effect upon royal assent on June 6.

 

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Business and economy, Laws and safety