Dear Premiers,
As Canada’s Premiers gather to strengthen Canada’s economy and remove internal trade barriers, you have an opportunity to deliver one of the country’s most visible and achievable internal trade successes by committing to implement reciprocal direct-to-consumer wine sales across Canada by no later than the end of 2026.
One year ago, nine provinces and one territory signed the July 2025 Memorandum of Understanding on Direct-to-Consumer Alcohol Sales, with the remaining province signing later in 2025, committing to work together to remove barriers preventing Canadians from purchasing Canadian wine directly from wineries across provincial and territorial borders.
Since then, significant progress has been made. Several provinces have amended legislation and regulations to permit reciprocal direct-to-consumer wine sales. Governments have also worked collaboratively to develop practical solutions for transportation, taxation, age verification, compliance and enforcement. Ontario and Nova Scotia have demonstrated that reciprocal agreements with very low administrative levies are both practical and achievable.
The policy framework is in place. Technical solutions exist. The remaining task is implementation.
No new policy framework is required in most jurisdictions. What is needed now is coordinated implementation and a clear national timetable for completion.
Canada’s wine industry is not asking governments to undertake another review or negotiate another framework. We are asking Premiers to commit to implementing reciprocal direct-to-consumer wine sales across Canada no later than the end of 2026.
The timing could not be more important.
Deloitte’s independent 2026 report on the future of Canada’s wine industry identified Canada’s fragmented domestic market as the single greatest barrier to the long-term growth and competitiveness of Canadian wineries. The report concluded that creating a truly integrated Canadian market is essential if domestic wineries are to grow their market share, displace imported products and strengthen Canada’s wine economy.
At a time when governments across Canada are working to reduce internal trade barriers and strengthen economic resilience, implementing direct-to-consumer wine sales offers an opportunity to demonstrate that those commitments can translate into tangible results for Canadians.
At a time when governments are encouraging Canadians to Buy Canadian, consumers should also be able to purchase Canadian wine directly from wineries anywhere in the country.
Removing barriers to direct-to-consumer wine sales is one of the fastest and most tangible actions governments can take to strengthen Canada’s internal market while delivering real economic benefits for Canadian businesses, consumers, agriculture, tourism and rural communities.
Canada’s wine industry respectfully asks Premiers to:
– Commit to a national implementation timetable that enables reciprocal direct-to-consumer wine sales across Canada by no later than the end of 2026;
– Finalize reciprocal agreements among participating provinces and territories;
– Adopt a harmonized national framework for transportation, taxation, age verification, compliance and consumer protection;
– Ensure direct-to-consumer levies remain zero or limited to reasonable administrative cost recovery so they facilitate trade rather than create new barriers; and
– Continue working collaboratively with industry to complete implementation as quickly as possible.
Canadians should be able to enjoy Canadian products regardless of where they live. Removing unnecessary barriers that prevent consumers from purchasing Canadian wine directly from wineries in another province is one of the clearest examples of how governments can strengthen Canada’s internal market while expanding consumer choice and supporting Canadian businesses.
This is about more than wine.
It is about demonstrating that governments can work together to remove outdated internal trade barriers, strengthen Canada’s domestic economy, support Canadian businesses and deliver meaningful results for consumers.
In 2028, Canada will mark the 100th anniversary of the Importation of Intoxicating Liquors Act, the legislation that established the framework for today’s provincial liquor systems and ultimately gave rise to the internal trade barriers Canadians continue to face.
Canadians should not still be discussing implementation when that anniversary arrives.
One hundred years is long enough.
Instead, the next few months should mark the successful removal of one of Canada’s oldest internal trade barriers, finally giving Canadians the freedom to purchase Canadian wine directly from wineries anywhere in the country.
Canada’s wine industry stands ready to work collaboratively with every province and territory to complete implementation quickly and successfully. We encourage Premiers to make this one of the lasting achievements of this week’s meeting by committing to a national implementation timetable that delivers reciprocal direct-to-consumer wine sales across Canada no later than the end of 2026.
The framework exists.
The solutions are ready.
The time to finish the job is now.
Respectfully,
Dan Paszkowski, President & CEO, Wine Growers Canada
Jeff Guignard, President & CEO, Wine Growers British Columbia
Aaron Dobbin, President & CEO, Wine Growers Ontario
Norm Beal, Chair, Ontario Craft Wineries
Karl Coutinho, Chair, Wine Growers Nova Scotia