Ontario has joined eight other provinces in signing a landmark agreement that allows direct-to-consumer (DTC) sales of alcoholic beverages across participating jurisdictions, a move aimed at reducing internal trade barriers, expanding market opportunities for producers and increasing consumer choice across Canada.
The agreement, announced Tuesday in Charlottetown, Prince Edward Island, was signed by Premier Doug Ford alongside the premiers of British Columbia, Alberta, Saskatchewan, Manitoba, New Brunswick, Nova Scotia, Prince Edward Island, and Newfoundland and Labrador. Co-led by Ontario and Saskatchewan, the initiative builds on commitments outlined in the 2025 Memorandum of Understanding on direct-to-consumer alcohol sales and forms part of Ontario’s broader strategy to strengthen interprovincial trade.
Historic Agreement Removes Barriers to Interprovincial Alcohol Sales
The new agreement allows consumers in participating provinces to purchase alcoholic beverages directly from breweries, wineries and distilleries located in other participating jurisdictions for personal use.
The initiative is intended to eliminate longstanding barriers that have limited interprovincial alcohol sales while opening new domestic markets for Canadian producers.
“In the face of President Trump’s latest tariffs, it’s more important than ever that Team Canada work together to build a more united, resilient and self-reliant Canadian economy,” said Premier Ford. “Today’s agreement will open new markets and new choice and convenience for producers and customers in Ontario and across Canada, while helping unlock more than $200 billion in untapped economic opportunity that is currently being held back by internal trade barriers.”
The agreement follows a bilateral direct-to-consumer alcohol pact signed earlier this year between Ontario and Nova Scotia and expands those benefits to a broader group of provinces.
New Opportunities for Ontario Producers
Provincial officials say the agreement will provide Ontario breweries, wineries and distilleries with access to new Canadian customers while allowing consumers greater access to locally produced alcoholic beverages from across participating provinces.
Peter Bethlenfalvy, Ontario’s Minister of Finance, said the agreement represents another step toward strengthening Canada’s domestic economy.
“Ontario continues to lead the way on breaking down interprovincial trade barriers to unlock economic growth, support jobs and build a more competitive and resilient economy in Ontario and across Canada,” said Peter Bethlenfalvy, Minister of Finance. “Enhancing interprovincial trade of alcoholic beverages opens new domestic markets for Ontario alcohol producers, strengthening economic ties between provinces, while also increasing choice and convenience for consumers.”
The signing took place one day before the Council of the Federation’s summer meeting hosted by Prince Edward Island, where provincial and territorial leaders are expected to continue discussions on economic cooperation and internal trade.
Consumers Gain Greater Access to Canadian Products
Prior to the agreement, Ontario consumers could only purchase alcoholic beverages from another province if the products were available through the Liquor Control Board of Ontario (LCBO), ordered through the LCBO’s Private Ordering Program, or personally transported back into Ontario after purchase in another province.
Under the new framework, producers in participating provinces can now apply for authorization from the LCBO to sell directly to Ontario consumers through online platforms, with products delivered directly to customers’ homes. Likewise, consumers in participating jurisdictions will be able to purchase directly from Ontario producers under the same framework.
Ontario officials say the agreement takes effect immediately following its signing.
Economic Cooperation Remains a Priority
Ontario Minister of Economic Development, Job Creation and Trade Vic Fedeli said the agreement demonstrates continued collaboration among provinces to remove internal trade barriers and strengthen Canada’s economy.
“As Canada continues to build a more streamlined and resilient economy, Ontario is proud to have co-led today’s landmark direct-to-consumer agreement, unlocking new market opportunities for local producers and manufacturers,” said Vic Fedeli, Minister of Economic Development, Job Creation and Trade. “We commend the collaborative efforts of all participating jurisdictions and look forward to leveraging this momentum to break down more internal trade barriers and advance true, free trade across our nation.”
Ontario Continues Broader Trade Liberalization Efforts
The agreement complements several recent initiatives aimed at modernizing Canada’s internal marketplace.
Ontario passed the Protect Ontario Through Free Trade Within Canada Act, 2025, establishing the legislative framework necessary to support direct-to-consumer alcohol sales. Since April 2025, Ontario and ten other jurisdictions have also signed economic cooperation memorandums focused on advancing interprovincial trade, labour mobility and broader economic collaboration.
The province has also expanded alcohol retail access domestically. Since October 31, 2024, consumers have been able to purchase beer, wine, cider, coolers, seltzers and other ready-to-drink alcoholic beverages at participating convenience stores, grocery stores and big-box retailers across Ontario, marking the province’s largest expansion of alcohol retail access in nearly a century.
British Columbia is expected to implement its direct-to-consumer system for all categories of alcoholic beverages by February 2027.
Ontario officials say the latest agreement represents another milestone in efforts to eliminate internal trade barriers, with the province estimating that freer trade between Canadian jurisdictions could help unlock more than $200 billion in unrealized economic growth across the country.