Prince Edward Island signs historic multilateral agreement for direct-to-consumer alcohol beverage sales
Island beverage producers and consumers will now have access to a greater market to buy and sell Canadian alcohol beverages through the new direct-to-consumer (DTC) multilateral agreement.
Earlier today, the Government of Prince Edward Island joined Alberta, British Columbia, Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, and Newfoundland and Labrador in the signing of the country’s first-ever DTC agreement that will allow for a freer flow of these goods across participating jurisdictions.
As of today, Prince Edward Island is implementing its approach to DTC sales, allowing individuals to order their favourite wine, spirit, beer, or other alcoholic beverages directly from licensed producers from Alberta, Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, and Newfoundland and Labrador. British Columbia will be implementing DTC for all types of alcohol in February 2027.
Through the PEI Liquor Control Commission (PEILCC), non-Island beverage producers will provide proof of all necessary licenses and permits from their home jurisdiction before their product enters the PEI market. PEILCC will also receive sales data and the appropriate tax remittance fees from those sales.
The signing of the DTC multilateral agreement demonstrates clear action undertaken by the Government of Prince Edward Island towards the First Ministers’ 2025 commitment to support the federal government’s call to modernize and ease internal trade barriers as part of its broader goal of a more unified Canadian economy.
Quotes:
“Today is a historical day for PEI and our country with the signing of the first-ever direct-to-consumer alcohol sales multilateral agreement. This is a significant milestone in our country’s economic story that will help strengthen Canada against new global realities. The signing of this agreement is a good day for consumer choice, and it’s a good day for Island producers who now stand to gain access to nearly 22 million potential buyers.”
- Premier of Prince Edward Island Rob Lantz
“Growing a healthy and sustainable Island economy relies on us to create conducive conditions for businesses. This means tackling internal trade irritants and doing everything we can to gain access to more domestic and international markets by reducing barriers here at home. This agreement is one example of how we can make those improvements and support the Island beverage alcohol industry to reach a greater customer base.”
- Minister of Economic Development, Trade and AI Jenn Redmond
“I am proud to be a part of this national movement to diversify opportunities for our local beverage producers and Island consumers. Cutting red tape and implementing improvements to those processes which support growth in our industries are the right steps to keep our economy moving forward.”
- Minister of Finance and Affordability Jill Burridge
Media contacts:
Emily Blue
Office of the Premier
emilyblue@gov.pe.ca