Direct-to-Consumer FAQ

How does the DTC sales model work in Newfoundland and Labrador (NL)?
Under a DTC model, producers from outside NL first need to register with NLC. Consumers then order products directly from the producer. Delivery is made by the producer or third-party carrier with the requirements of age verification and compliance with all applicable provincial and federal legislation.
Can all Canadian beverage alcohol producers ship DTC in NL?

This program is available only to producers located in reciprocating jurisdictions (provinces or territories that have signed a DTC operational agreement with NL) and NL local producers. Reciprocating jurisdictions can be reviewed at https://nlliquorcorp.com/doing-business-with-nlc/alcohol/agents-suppliers/direct-to-consumer-program.

Can NL beverage alcohol producers ship DTC in NL?

NL producers can ship products within NL under the legislation.  A list of NL producers that may ship DTC can be reviewed at nlliquor.com. NL producers do not need to register or receive a DTC authorization from NLC.

What if a consumer wants to order from a producer not on the authorized list?
A consumer cannot order from a beverage alcohol producer not on the authorized list, however a consumer can ask the producer to get authorized with the NLC. Once the beverage alcohol producer is authorized a purchase can be made.
What is a DTC Authorization?
A DTC Authorization allows approved Canadian beverage alcohol producers to sell and ship eligible products directly to consumers in NL.
Who is eligible to apply for a DTC Authorization?
The program is available to Canadian beverage alcohol producers located in reciprocating jurisdictions that have signed a DTC operational agreement with Newfoundland and Labrador and NL local producers.
What must producers submit with their application?
Producers must submit a completed application form, a current copy of their licence to produce alcohol in Canada, and a current copy of their licence to sell alcohol in their home jurisdiction.
When must a producer receive authorization from NLC?
A producer must receive written authorization from NLC before selling and delivering beverage alcohol directly to consumers in NL.
How will the authorization be issued?
NLC will issue the authorization in writing and assign a unique authorization number.
What product categories may be approved for DTC sales?
NLC may approve spirits, wine, beer, and ready-to-drink products, including cider, for DTC sale and delivery.
What product and pricing rules apply?
Products must comply with federal labelling and packaging laws, be listed and approved in the producer’s home jurisdiction and be priced no lower than NLC’s social reference price, excluding shipping costs. Producers must remit applicable NLC mark-up, HST, and container deposits.
What reporting is required?
All DTC Authorization holders must submit quarterly financial reports to NLC and make any applicable payments on a quarterly basis. A NIL report is required if no sales were made during the quarter. Local NL producers would continue to submit monthly reports in their current format.
What reporting templates must producers use?
Authorized producers must use the appropriate NLC DTC reporting template. Local NL producers would continue to use their current reports.
How are reports and payments submitted?
Reports must be submitted using NLC DTC templates by email, and payments must be made to NLC by electronic funds transfer once EFT information has been provided.
What happens if a producer does not submit payments on time?
Producers may be subject to interest for late payments and may risk losing good standing under their NLC Authorization.
Who may receive DTC beverage alcohol products?
DTC products may be sold and delivered only to consumers age 19 or over in NL for personal use. Products may not be sold for resale or commercial use.
Who cannot receive DTC beverage alcohol products?

Producers must not sell or deliver beverage alcohol to minors under 19 years of age, interdicted persons, or people who appear intoxicated. 

 The authorized producer is responsible for ensuring that all shipments comply with restrictions applicable to prohibited communities and areas within NL. Failure to exercise reasonable due diligence to prevent delivery into a prohibited area may result in suspension or revocation of the authorization.

 The following community in NL prohibits DTC beverage alcohol products: Natuashish.

What changes must producers report to NLC?

Producers must report changes to information provided in the authorization application within 30 days, including changes to contact information or manufacturing and sales licence status.

How will consumers know which producers are authorized?

Authorized producers will be listed on https://nlliquor.com/direct-to-consumer/ for consumer awareness. The producer remains responsible for managing orders, payment, and delivery with the consumer.

What bottle deposit requirements apply?
Authorized producers must charge, collect, and remit bottle deposits with returns and must inform NLC of any changes to beverage containers used.
When can NLC revoke a DTC Authorization?
NLC may revoke an authorization if the producer’s licence or permit is revoked, suspended, or cancelled; if there is one year of inactivity; if reports or payments are not submitted on time; if the producer fails to comply with legislation; if false information is provided; if required updates are not reported within 30 days; or if NLC has reasonable cause to revoke the authorization.
Where should the completed application be sent?

Completed applications and copies of applicable licences or permits should be sent to:

Newfoundland Labrador Liquor Corporation

P.O. Box 8750, Stn. A
St. John’s, NL  A1B 3V1
Attention: Regulatory Services

Or by email to: This email address is being protected from spambots. You need JavaScript enabled to view it.

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