Big grocery wants Ontario to lift ban on ‘private label’ wine, beer
June 21, 2025Premier Doug Ford’s next move to reform alcohol retail in Ontario could be allowing supermarket chains to sell their own private-label wine and beer, such as Costco’s Kirkland Signature brand.
The government recently began consulting with the industry about making further changes to Ontario’s rules on booze sales.
As part of the consultations, big grocery is lobbying for Ontario to end its ban on supermarkets selling their own-brand alcohol products, CBC News has learned.
Current provincial regulations prohibit grocery stores from selling any brands of beer or wine in which they have “a direct or indirect financial interest.”
Small wineries in the province fear the consequences of lifting that ban.
“Allowing private label wine in grocery, big box and convenience stores would be a severe blow to Ontario’s wine industry,” said Michelle Wasylyshen, president and CEO of Ontario Craft Wineries, which represents more than 100 wine producers.
