The Honourable Tony Wakeham, Premier of Newfoundland and Labrador, has signed an agreement to allow direct-to-consumer (DTC) alcohol sales for personal consumption.
Through this agreement, eligible wineries, breweries, cideries, and distilleries will be permitted to sell and ship directly to consumers across participating provinces, broadening access to products made in Canada and creating opportunities for local producers to expand their customer base.
The Newfoundland and Labrador Liquor Corporation (NLC) will administer the framework, which will ensure that responsible regulatory oversight is maintained.
Under the framework, producers from outside the province must register with NLC and receive written authorization before selling and delivering beverage alcohol directly to consumers in the province. Producers located in Newfoundland and Labrador do not need to register with the NLC as provincial legislation permits DTC currently.
The program is available to producers located in Newfoundland and Labrador and reciprocating Canadian jurisdictions that have entered into a DTC operational agreement with the Provincial Government. Authorized producers and jurisdictions will be listed here.
Consumers will place orders directly with authorized producers, who will remain responsible for managing orders, payment, delivery, and customer inquiries. Deliveries may be made by the producer or by a third-party carrier and must include age verification at receipt. Producers must also comply with all applicable federal and provincial legislation.
By breaking down internal trade barriers, partners to this agreement, including the Government of Newfoundland and Labrador, are building a stronger Canada for all of us.
Quotes
“This agreement is about more than expanding consumer choice. It is about strengthening the connections that unite us as Canadians. By opening doors for producers and retailers in Newfoundland and Labrador and across the country, we are supporting local businesses, encouraging interprovincial trade, and helping ensure that Canadian products can reach Canadian consumers. Together, we are taking a meaningful step toward a stronger economy and a more connected Canada – for all of us.”
Honourable Tony Wakeham
Premier of Newfoundland and Labrador
“Our local wineries, breweries, cideries, and distilleries are passionate about what they do, and they play an important role in communities throughout Newfoundland and Labrador. This agreement gives them a new opportunity to reach customers beyond our shores and share the very products they are proud to make with people throughout the country. It is an exciting step that supports local businesses, gives consumers more choice, and helps strengthen the economic ties that connect provinces across our country, all while maintaining a responsible and well-regulated system.”
Honourable Craig Pardy
Minister of Finance
“Direct-to-Consumer sales provide an additional way for consumers to access both local and Canadian beverage alcohol products while preserving important safeguards around responsible sale and delivery. This framework supports consumer choice, market access for eligible producers, and continued compliance with Newfoundland and Labrador’s beverage alcohol regulations.”
Bruce Keating
President and CEO, Newfoundland and Labrador Liquor Corporation
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