The interprovincial barriers restricting alcohol movement across Canada may soon face their biggest challenge yet. A newly released survey reveals that 87% of Canadians support direct-to-consumer alcohol shipments between provinces – a practice that remains largely prohibited under current regulations stemming from post-Prohibition era laws.
The survey, conducted by Research Co. for the Canadian Vintners Association, shows overwhelming public support for modernizing these restrictions. When asked specifically about Canadian wines, a striking 9 in 10 respondents agreed consumers should be able to order from wineries in other provinces for direct home delivery.
“This isn’t just a case of consumer convenience – it’s about fairness for Canadian producers,” says Janet Wilson, a Toronto-based beverage industry analyst. “Our wineries, breweries and distilleries are effectively banned from serving most Canadian consumers outside their home province, while foreign producers enjoy easier access through provincial liquor monopolies.”
The findings arrive at a critical moment, as Canada’s premiers are expected to discuss interprovincial trade barriers at their upcoming Council of the Federation meeting in July. Prime Minister Justin Trudeau has previously expressed support for alcohol free trade between provinces, but provincial monopolies have resisted significant changes.
“The provinces control alcohol distribution through entities like the LCBO in Ontario or SAQ in Quebec, which generate billions in revenue,” explains Dr. Mark Thompson, economist at the University of British Columbia. “Any change threatens that revenue stream, but ironically, our internal trade barriers are more restrictive than those we have with many international trading partners.”
Currently, only three provinces – British Columbia, Saskatchewan, and Nova Scotia – permit direct-to-consumer alcohol shipments from out-of-province producers. A recent push to expand this practice nationwide has gained momentum, particularly after the 2018 Supreme Court “Free the Beer” case (R v. Comeau) left the door open for provincial reform.
The economic impact of these restrictions is substantial. The Canadian Vintners Association estimates potential revenue increases of $1.5 billion annually if direct shipping were permitted across all provinces. For small and medium producers, particularly those in emerging wine regions like Nova Scotia’s Annapolis Valley or Prince Edward County in Ontario, accessing the entire Canadian market could mean the difference between survival and growth.
Miles Connor, who operates a small vineyard in British Columbia’s Okanagan Valley, puts it plainly: “I can ship my wines to customers in Japan more easily than I can to someone in Quebec. That makes no sense.”
The public sentiment appears clear across demographic lines. The survey found support for reform transcends political affiliation, age, and geographic location. Even in provinces with the most entrenched monopoly systems, at least 80% of respondents favored liberalization.
“What we’re seeing is a generational shift,” says Toronto-based beverage alcohol consultant Christine Westermann. “Consumers are accustomed to ordering everything online now. They can’t understand why they can order wine from California or France but not from Niagara or the Okanagan.”
Provincial liquor authorities have cited concerns about revenue loss, underage access, and the potential for circumventing provincial taxation systems. However, advocates point to the successful models in BC, Saskatchewan and Nova Scotia as evidence these concerns can be addressed through proper registration and reporting requirements.
“The technology exists to verify age, collect appropriate taxes, and track shipments,” notes Wilson. “The real obstacle is political will to modernize a system that dates back to the 1920s.”
Some progress has occurred through initiatives like the Alcohol Beverage Working Group established under the Canadian Free Trade Agreement. In 2019, provinces agreed to raise personal exemption limits for alcohol transported across provincial borders for personal use. But direct shipping to consumers – the method most beneficial to small producers – remains largely restricted.
Beyond economic impacts, there are cultural considerations. Canadian wine, beer and spirits reflect regional terroir and traditions. The inability to share these products nationwide fragments Canada’s cultural heritage and limits appreciation of regional specialties.
“We celebrate ‘buy local’ and ‘support Canadian,’ yet our regulations make it nearly impossible for most Canadians to access local products from other provinces,” says Connor. “These aren’t luxury goods anymore – they’re expressions of Canadian identity and craftsmanship.”
As pressure mounts from consumers and producers alike, provincial governments face growing calls to harmonize regulations. The upcoming premiers’ meeting offers a potential watershed moment for reform advocates.
The issue represents a curious paradox in Canadian federalism: a nation with free trade agreements spanning the globe maintains barriers within its own borders that most citizens oppose. Whether this overwhelming public support translates to meaningful policy change remains to be seen.
One thing appears certain – Canadians increasingly view these restrictions as anachronistic relics that poorly serve both consumers and producers in a connected digital economy. The momentum for change has never been stronger.
