BC WINE INDUSTRY CELEBRATES ALBERTA-BC DIRECT-TO-CONSUMER WINE PROGRAM
Kelowna, BC: This week the BC wine industry welcomes the official launch of the Alberta Gaming, Liquor and Cannabis (AGLC) Direct-to-Consumer (DTC) program, an inter-provincial agreement between Alberta and BC allowing wineries in BC to sell their products directly to Alberta consumers.
This new process allows approved BC wineries to report and make payment to AGLC for the wine products they sell directly to consumers in Alberta. The agreement will run for one year, at which time it will be evaluated on its effectiveness.
“I want to thank Premier David Eby and Premier Danielle Smith for showing the leadership to break down interprovincial trade barriers and build a stronger Canadian economy,” said Wine Growers BC Board Chair Paul Sawler. “This is a significant milestone for the Canadian wine industry, one we hope can serve as a model across the country.”
“The BC 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,” said British Columbia Premier David Eby. “By working collaboratively with Alberta, we’re supporting economic growth and strengthening ties between our provinces. I am proud to celebrate this milestone with BC’s wine producers.”
DTC shipping to Alberta residents has been a key factor in the growth and success of the BC wine industry. This program fosters lasting connections through wine club memberships and enhances customer engagement with unique offerings.
“The agreement between our provinces means Albertans will continue to have the largest variety of liquor available for purchase. I’m pleased that wine will once again flow to Albertans’ doors and the industry will continue to flourish,” said Honourable Danielle Smith, Premier of Alberta.
The Alberta and British Columbia governments are aligned in growing opportunities for producers in both provinces. “We take pride in leading the charge towards enhanced provincial trade. This initiative marks a significant first step in establishing an open and free market for liquor, paving the way for expanded opportunities for Alberta’s producers,” said Honourable Dale Nally, Minister of Service Alberta and Red Tape Reduction.
Wine Growers BC has long advocated for interprovincial free trade across Canada, with a particular focus on Alberta due to the province’s proximity and the long-standing relationship between the two provinces.
“This Direct-to-Consumer program empowers BC wineries to deepen their connections with Alberta customers while proudly showcasing the exceptional quality of BC wines —a vital part of our economy and a source of provincial pride,” said BC Solicitor General and Public Safety Minister Gary Begg. “I’m excited to see the positive impact this initiative will have on our local winemakers and the communities they support.”
Following the July 2024 memorandum of understanding between the Governments of Alberta and British Columbia, which permitted BC wineries to once again sell their wines directly to consumers in Alberta, the BC wine industry has worked closely with the Liquor and Cannabis Regulation Branch (LCRB) and the Alberta Gaming, Liquor and Cannabis (AGLC) to bring this initiative to fruition.
Quick Facts:
- The BC 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.
- BC wine tourism draws an annual estimated 1 million tourists with $452 million in tourism-related revenue, and $147 million in wages across 2,615 tourism-related jobs.
- For every bottle of BC wine sold, $105 is contributes to the regional and national economy.
Media Contact:
Laura Kittmer, Communication Director, Wine Growers British Columbia
LKittmer@WineBC.com, 250-762-9744 ext 103
ABOUT WINE GROWERS BRITISH COLUMBIA
Since 1990, WGBC has played a pivotal role in taking BC’s wine industry from a vision to an internationally recognized niche region producing premium wines and providing exceptional wine tourism experiences. WGBC markets the wine and regions of BC; delivers quality trade, media and consumer tastings; and acts as the voice of BC’s wine industry by advocating to government on behalf of industry that contributes $3.75 billion in provincial economic growth annually.
WGBC represents all wineries in British Columbia to grow the premium market share for the Wines of British Columbia, while driving awareness of our world-class wines and tourism product – as of 2019 drawing 1,191,500 visitors with $783.7million in tourism and tourism employment related economic impact on an annual basis.
For more information about Wine Growers BC programs and services, please visit WineBC.com.
For details on the Wines of British Columbia, go to WineBC.com.
