A Summerland winery has taken a bold step in interprovincial wine shipping by sending its wines directly to consumers in Ontario, despite barriers that still block many British Columbia producers from reaching that market. The move has reignited the debate over fairness in Canadian wine trade and the need for open access across provinces.
Lightning Rock Winery owner Ron Kubek said the decision reflects a principle of equal treatment. Ontario wineries have shipped freely into British Columbia for years, and he believes it is only fair that B.C. producers do the same in return. For Kubek, waiting for lengthy policy changes makes little sense when consumers in both provinces already support direct shipping.
The development follows a Memorandum of Understanding signed by Ontario and British Columbia, promising future cooperation on direct-to-consumer shipping. However, the agreement has yet to create binding legal changes. Kubek argues that fairness should not depend on paperwork, stressing that interprovincial wine shipping should already be possible under Canadian law.
Kubek has been outspoken about restrictions for years. Earlier this summer, he voiced disappointment when the federal government delayed talks on alcohol shipping until 2026. The decision left many producers frustrated, since Ontario and Quebec wineries already enjoy access to B.C. customers, while the reverse remains blocked.
For small and mid-sized wineries in British Columbia, the restrictions mean lost sales and reduced competitiveness. Direct shipping allows producers to build strong relationships with wine club members and loyal buyers across the country. Without it, B.C. wineries struggle to compete with larger players in Ontario and Quebec, which benefit from the ability to sell directly into B.C. markets.
Kubek also points to constitutional and legal grounds for his stance. He argues that the Canadian constitution, along with a 2019 trade agreement, should already allow free movement of wine between provinces. To support his case, he has consulted both Member of Parliament Dan Albas and a lawyer specializing in wine trade law. Albas has long advocated for removing trade barriers within Canada, particularly for alcohol producers in regions like the Okanagan.
The irony, Kubek says, is that exporting wine to the United States is often easier than selling it across provincial borders. “I ship to the U.S. with no tariffs,” he said, pointing out that Canadian consumers face more hurdles accessing domestic wines than American customers do. This contradiction highlights the unusual situation where international trade rules are more accommodating than Canada’s own internal system.
Industry observers note that Kubek’s decision could encourage other wineries to challenge the restrictions. If more producers test the limits of the law, the pressure on governments to resolve the issue will increase. For consumers, greater access could mean more choice, better prices, and the chance to support Canadian wineries beyond their own province.
The broader debate over interprovincial wine shipping touches on more than just wine. Similar barriers exist for craft beer, spirits, and other locally made products. Many economists argue that removing these restrictions would not only benefit consumers but also strengthen local businesses by opening new markets within Canada.
Kubek’s move is both a business strategy and a call for reform. By shipping directly to Ontario, he is challenging outdated trade rules and highlighting the urgency for change. While the Memorandum of Understanding between Ontario and British Columbia is a step forward, producers like Kubek believe governments must act faster to create real access.
Until then, the fight over interprovincial wine shipping will continue. For now, one Summerland winery’s bold decision has sparked renewed discussion on trade fairness, consumer choice, and the future of Canada’s wine industry.
