New Brunswick leads national agreement to expand direct-to-consumer alcohol sales

Release

Office of the Premier

July 21, 2026

CHARLOTTETOWN (GNB) – Premier Susan Holt has joined other premiers from across Canada in signing an agreement that will expand direct-to-consumer alcohol sales across provincial borders.

The deal builds on the government’s efforts to remove internal trade barriers and create new opportunities for local producers. New Brunswick has allowed other Canadians to purchase beer, wine and spirits directly from its producers since last August, eliminating provincial markups and administrative barriers. As more provinces implement the agreement, New Brunswick breweries, wineries and distilleries will gain access to larger markets across Canada.

“New Brunswick chose to lead by opening direct-to-consumer alcohol sales last year because we knew it would create new opportunities for our producers and give Canadians greater access to the incredible products made here at home,” said Holt. “Now, more provinces are joining us in breaking down internal trade barriers and building one Canadian economy. This agreement means more opportunities for New Brunswick breweries, wineries and distilleries to reach customers across the country, grow their businesses, and showcase the quality and innovation our province is known for.”

The agreement was signed by the premiers of New Brunswick, British Columbia, Manitoba, Alberta, Saskatchewan, Ontario, Prince Edward Island and Newfoundland and Labrador. The remaining jurisdictions that signed last year’s memorandum of understanding (Quebec and Yukon) are in the process of establishing the necessary infrastructure to implement direct-to-consumer policies, with the aim of signing on to the agreement in the near future.

The agreement is another step in the premiers' work to reduce internal trade barriers, strengthen Canada's economy and create new opportunities for businesses to grow.

21-07-26

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