In a significant shift for Canada’s liquor industry, the province of New Brunswick announced that it will now allow direct-to-consumer (DTC) alcohol sales, letting producers ship beer, wine, and spirits directly to customers without going through government-controlled retail.
What Changed
The announcement marks a dramatic policy shift in a province long known for tight liquor control. Starting later this year, local breweries, wineries, and distilleries will be permitted to sell and ship products directly to New Brunswick residents, bypassing the provincial liquor store monopoly. Sales will also be allowed online, a move cheered by small producers and free-market advocates.
According to Finance Minister Ernie Steeves, the reform is about “modernizing the way New Brunswickers access locally produced products” — and boosting the competitiveness of the province’s beverage sector.
A Win for Local Producers
For local alcohol makers, this opens the door to expanded profit margins, better brand visibility, and direct relationships with customers. It also gives them a lifeline as many smaller breweries and distilleries struggle with inflation, distribution costs, and pandemic-era debt.
“This is huge,” said one Moncton-based craft brewer. “We can finally sell directly to fans across the province, not just whoever can find us on a store shelf.”
What It Means for New Brunswick
Beyond industry support, the policy could have ripple effects for consumers and the province at large:
- Better access to niche or limited-edition products
- Potential price competition with NB Liquor outlets
- Increased tourism tie-ins with tasting rooms and local product shipping
- More revenue for the province through producer licensing and local business growth
Economic Opportunity for the Province
This policy shift has the potential to spark significant economic growth in New Brunswick’s craft beverage sector. A 2021 study from the Université de Moncton and Craft Alcohol NB found the sector already contributes approximately $24 million in GDP and 618 jobs to the provincial economy. If restrictions like DTC shipping were lifted, analysts projected a 47% increase in sector GDP over three years — potentially adding more than $10 million in economic output and hundreds of new jobs.
By empowering small businesses with direct-to-consumer access, the province can:
- Encourage new market entrants in rural and underdeveloped areas
- Drive job creation across production, logistics, digital marketing, and hospitality
- Boost rural development, especially in areas where vineyards and craft distilleries can double as tourist destinations
- Increase tax revenues through higher volumes of sales, licensing fees, and broader business expansion
Economic development agencies are already exploring ways to support entrepreneurs in scaling up operations, and NB Liquor — which reported $533 million in 2023–24 sales — could see parallel wholesale and licensing gains if managed effectively.
Pressure Mounting on Other Provinces
New Brunswick now joins provinces like Alberta and British Columbia, which have more flexible DTC alcohol frameworks. The move is expected to increase pressure on larger provinces like Ontario and Quebec, where liquor monopolies remain dominant and critics argue that the system limits consumer choice.
In Ontario, for example, most alcohol must still be sold through the LCBO or Beer Store, despite calls during the pandemic for expanded delivery options. Meanwhile, Quebec’s SAQ has also resisted significant reform despite similar pressure from domestic producers.
“If New Brunswick can do it, why can’t we?” asked one Toronto wine importer on X (formerly Twitter). “This is about catching up with reality.”
Could This Go Federal?
Industry watchers say the move reignites a long-simmering debate over interprovincial trade barriers, particularly around alcohol. Despite a 2018 Supreme Court decision that upheld provincial control, there is growing demand for a nationwide DTC framework that would allow Canadians to buy alcohol across provinces without red tape.
The federal government has yet to weigh in directly, but small business and consumer advocacy groups are already pushing for broader liberalization.
Bottom Line
New Brunswick’s DTC shift is more than just a liquor policy tweak — it’s a shot across the bow of traditional provincial alcohol monopolies. If the rollout succeeds, expect copycat legislation, consumer activism, and industry lobbying to grow in other provinces.
The economic opportunity is clear: projections suggest a nearly 50% boost to sector GDP and significant job creation. For now, New Brunswick has planted its flag as a potential leader in Canada’s alcohol modernization — with the rest of the country watching closely.
Marc has been involved in the Stock Market Media Industry for the last +5 years. After obtaining a college degree in engineering in France, he moved to Canada, where he created Money,eh?, a personal finance website.
