Alberta and eight provinces sign deal to allow direct-to-consumer alcohol sales across borders
Liquor producers can now sell beer, wine, and spirits directly to consumers in participating provinces, opening new markets for Alberta businesses.
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Alberta and eight other provinces have agreed to allow liquor producers to sell their products directly to consumers across provincial borders, Premier Danielle Smith announced July 21.
The agreement, signed by Alberta, Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, Prince Edward Island, Newfoundland and Labrador, and British Columbia, follows a memorandum of understanding signed between 10 provinces and Yukon in June 2025 that committed to allowing direct-to-consumer alcohol sales.
"This agreement will allow Alberta liquor producers to sell their beer, wine, spirits and other alcoholic beverages directly to more Canadians, opening new markets and creating new opportunities for Alberta businesses to grow," Smith said. "Our province's producers should have the same opportunity to compete for space on retail shelves across Canada."
The deal comes as Canada's premiers gather in Prince Edward Island for first ministers meetings. Smith is expected to speak Wednesday afternoon on broader trade and economic matters, amid renewed U.S. tariff pressures announced this week by President Donald Trump.
By the numbers
How many provinces signed the direct-to-consumer alcohol sales agreement?
Nine provinces signed the agreement on July 21, 2026: Alberta, Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, Prince Edward Island, Newfoundland and Labrador, and British Columbia.
What products can be sold directly to consumers under this agreement?
Alberta liquor producers can sell beer, wine, spirits, and other alcoholic beverages directly to consumers in the participating provinces.
When was the earlier memorandum of understanding on direct-to-consumer alcohol sales signed?
A memorandum of understanding committing to allow direct-to-consumer alcohol sales was signed in June 2025 by 10 provinces and Yukon.
