Vernon Matters file photo

By Liam Verster

Direct-to-Consumer Wine Sales

B.C. wineries again selling across provincial border

Jan 7, 2025 | 3:06 PM

Wineries in British Columbia can now sell their products directly to consumers in Alberta.

The Direct-to-Consumer program, an inter-provincial agreement allowing B.C. wineries to sell their products directly to consumers in Alberta, has officially come into effect.

The program allows approved B.C. wineries to report and make payment to Alberta Gaming, Liquor and Cannabis for wine products they sell directly to consumers across the B.C.-Alberta border.

“I want to thank Premier David Eby and Premier Danielle Smith for showing the leadership to break down inter-provincial trade barriers and build a stronger Canadian economy,” Wine Growers B.C. Board Chair, Paul Sawler, said.

“This is a significant milestone for the Canadian wine industry, one we hope can serve as a model across the country.”

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The provinces signed a memorandum of understanding in July of 2024 to reopen B.C.’s winery sales and tourism channel, but only came into effect at the start of 2025.

“The B.C. wine industry is a cornerstone of our province’s agriculture and tourism sectors — and the Direct-to-Consumer program with the Province of Alberta is not only a win for our wineries, but also for the communities and families who rely on this vibrant industry,” B.C. Premier, David Eby, said.

“By working collaboratively with Alberta, we’re supporting economic growth and strengthening ties between our provinces. I am proud to celebrate this milestone with B.C.’s wine producers.”

The program will be in place for a year, after which it will be re-evaluated.

Wine Growers B.C. stated it had been a longtime advocate for inter-provincial free trade across Canada, particularly when it comes to trade with B.C.’s closest neighbour, Alberta.

The organization noted B.C.’s wine industry generates approximately $3.75-billion annually, contributes over $440-million in federal and provincial tax revenues, and employs over 14,000 full-time workers.