Only Manitoba and New Brunswick have implemented policies allowing direct-to-consumer sales of beer, wine, and spirits from across Canada, according to the Canadian Federation of Independent Business (CFIB). This comes more than a year after provincial governments committed to removing barriers on such sales, with a target date of May 2026.
Dan Kelly, president and CEO of the CFIB, expressed disappointment on social media, stating, “Governments continue to say all the right things on internal trade, but we’re well past due time to see the action match the rhetoric.” He warned that failure on this issue does not bode well for more complex internal trade matters, such as mutual recognition in the service sector or harmonizing construction health and safety requirements by the end of 2026.
Federal government removes restrictions
The federal government eliminated all restrictions on alcohol crossing provincial borders, but most provinces have not followed suit. In a statement, Dominic LeBlanc, the minister responsible for internal trade, said, “Removing interprovincial trade barriers that create unnecessary costs and limit opportunities for Canadian business and consumers alike is critical to building a more competitive, integrated, and prosperous Canadian economy.”
LeBlanc noted that some progress has been made through bilateral agreements, such as a March 2026 deal between Ontario and Nova Scotia allowing wine, beer, and spirit producers to sell across borders, and British Columbia’s pacts with Alberta and Saskatchewan.
CFIB calls for federal intervention
Kelly argued that if provinces cannot act on this relatively straightforward issue, the federal government should step in. “Provinces need to ensure their political sentiment is matched with tangible changes that help small businesses expand operations across provincial borders. If not, it is time for the federal government to step in and use some of its powers to make things happen,” he wrote.
The CFIB’s comments come amid ongoing trade tensions with the United States, which Kelly described as a “massive trade threat.” He added, “If we can’t get this right when facing a massive trade threat from the United States, it will be our grandchildren’s grandchildren that will still be discussing this.”
Background on the commitment
In 2025, 11 provincial and territorial governments signed a memorandum of understanding to implement direct-to-consumer alcohol sales by May 2026. The federal government, under Prime Minister Mark Carney, had also announced the removal of all interprovincial trade barriers. However, as of July 2026, only Manitoba and New Brunswick have fully complied.
LeBlanc emphasized that direct-to-consumer alcohol sales are a prime example of how internal trade progress can benefit Canadians, giving them the option to purchase their favourite beverages directly from producers in other provinces.
