‘It’s a first step,’: New Brunswick formalizes direct-to-consumer alcohol sales

A New Brunswick memorandum will let alcohol producers sell directly across provincial and territorial borders.

The provincial government has announced some good news for alcohol producers in New Brunswick.

In a news release sent Monday morning, the province said it is formalizing direct-to-consumer alcohol sales with other participating jurisdictions in Canada.

Intergovernmental Affairs Minister Jean-Claude D’Amours said the province wants to do whatever it can to support internal trade across Canada.

“Direct-to-consumer sales of alcoholic beverages will give New Brunswick producers new business opportunities and a chance to access customers they could not reach previously,” said D’Amours.

The memorandum signed by the province will allow producers to sell directly to consumers across provincial and territorial borders.

Distillerie Fils du Roy CEO Sébastien Roy said the announcement will create new commercial opportunities that will benefit alcohol-producing businesses across the province.

Roy said it’s an encouraging first step toward the modernization of interprovincial trade but more needs to be done.

“It’s a first step, it’s a small step, but it’s still positive,” said Roy. “It’s symbolic. It will not bring a lot of volume economically, but it is good news and it is a step that needed to be done.”

CAVOK Brewing Co. Co-owner Serge Basque said it’s good news for his Dieppe-based company too because it will mean a wider market.

“We’ve had a lot of customers, a lot of people from other provinces, asking for our products so I think overall it’ll be good news for us,” said Basque.

Monday’s announcement also means consumers in New Brunswick will have access to a wider range of products from across the country.

Paul Bradley, a spokesperson for the province, said Monday’s announcement does not impact what will be on the shelves at NB Liquor locations.

“This is about direct-to-consumers sales on alcoholic beverages,” said Bradley in an email to CTV News. “This will permit NB alcohol producers to ship directly to consumers in other participating jurisdictions, and allow NB consumers to order directly from producers in other jurisdictions, and have it delivered directly to their home.”

Roy said it’s currently difficult to find made in New Brunswick products outside of the province.

“When you go to an LCBO [Liquor Control Board of Ontario] in Ontario and you look for one spirit from New Brunswick, there’s none,” said Roy.

Roy is calling for reciprocal agreements between the different regions New Brunswick wants to trade with.

“Right now NB Liquor don’t use their buying power to trade with other countries and other provinces and I think that will be the next step,” said Roy.

Paul Leon picked up a couple of cases of New Brunswick-made craft beer on Monday at a Moncton NB Liquor store.

He would be happy to see trade barriers on alcohol products taken down.

“I think it’ll be beneficial for Canadians, especially with what’s going on in the States right now. I think it’s good. it’ll give people a chance to try different products from different provinces so that when they go there they know exactly what they’re getting into when they get there,” said Leon.

The change has been made through the Liquor Control Act and will take effect as soon as regulations are established.

The amendments will also eliminate personal exemption limits on liquor for people entering the province and will take effect upon proclamation.

For more New Brunswick news, visit our dedicated provincial page.