CHARLOTTETOWN, PE, July 21, 2026 /CNW/ -- Premiers are fostering a more open and integrated economy by removing a major trade barrier within Canada. Today premiers of nine provinces – Alberta, British Columbia, Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, Prince Edward Island, and Newfoundland and Labrador – signed a landmark agreement to implement Direct-to-Consumer (DTC) sales of alcoholic beverages between their jurisdictions. This agreement builds on the commitment in the June 2025 Memorandum of Understanding (MOU) on DTC Sales of Alcoholic Beverages.

As of today, Alberta, Saskatchewan, Manitoba, Ontario, New Brunswick, Nova Scotia, Prince Edward Island, and Newfoundland and Labrador are implementing their approaches to DTC sales, allowing individual Canadians to order their favourite wine, spirit, beer, or other alcoholic beverages directly from licensed producers across the country1.  British Columbia is committing to have their system in place to implement DTC for all types of alcohol in February 2027. This is a major expansion of consumer choice and increases producer access into new Canadian markets. 

Other signatories to the 2025 MOU on DTC Sales of Alcoholic Beverages – Quebec and Yukon – have worked hand-in-hand with today's signatories to develop the terms of the agreement and are in the process of establishing the necessary infrastructure to implement DTC in their jurisdictions, with the aim of signing on to the Agreement in the near future.  The Yukon will be taking steps to implement DTC and is working closely with Yukon's dry communities to ensure their preferences are reflected.

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¹ Manitoba and New Brunswick allowed DTC sales on all alcohol products prior to this agreement. Nova Scotia and British Columbia also allowed DTC for Canadian wine, with British Columbia continuing to allow these DTC wine sales from all provinces and territories. Ontario and Nova Scotia further signed a bilateral DTC operating agreement in March 2026, and Alberta and British Columbia also have an agreement on DTC sale of wine

With today's announcement, participating jurisdictions are following through on a key commitment made by First Ministers at their meeting on January 29, 2026, to support the reduction of barriers to internal trade for alcoholic beverages.

Provinces and territories remain committed to working with each other and the federal government to maintain momentum in removing barriers to build a more resilient and streamlined economy and to unlock Canada's full economic potential.

ATTACHED BELOW OPERATING AGREEMENT

Attachments:

Operating-Agreement-Direct-to-Consumer-Sales-of-Alcoholic-Beverages-July-21-2026

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CHICAGO, July 21, 2026 /PRNewswire/ -- Consumers have higher expectations for beverages than ever, with 81% saying they are disappointed when a drink doesn't feel "worth it," according to a new conversational research study from Reach3 Insights. The study found that consumers evaluate beverages on far more than taste, considering factors such as function, wellness, convenience, ingredients and the role a drink plays in a particular moment.

Consumers also expect beverages to satisfy multiple needs. More than half (55%) said they think about what a beverage does for them, not just how it tastes, while 69% said they use beverages as a reward, pick-me-up or treat. Whether they're choosing coffee, bottled water, sports drinks, soft drinks, beer or spirits, consumers look for products that match the occasion and deliver an experience that feels worthwhile.

"Traditional surveys do a good job measuring top-of-mind brand and product preferences, but they don't always capture the underlying motivations behind how people actually make decisions," said Jonathan Dore, EVP at Reach3 Insights. "Our immersive conversational research approach gets below the surface to reveal the situations and emotions driving consumer beverage choices, giving brands a much richer picture of what 'worth it' actually means."

Additional findings from the study include:

• One in four consumers (25%) prioritize health goals, functional benefits and better-for-you beverages, while 28% choose drinks based on the occasion and social setting.
• THC beverages continue to gain attention as consumers, especially millennials, look for controlled enjoyment and alternatives that deliver the desired experience with fewer perceived downsides.
• Consumers see the future of beverages becoming healthier rather than more indulgent (52% vs. 19%), while 45% expect the category to become more value-focused versus more premium-focused (20%). Multicultural consumers are more likely to predict a shift to premium (32%).
• Forty-five percent expect more non-alcoholic beverage options, compared with 25% who expect alcoholic beverages to play a larger role. Another 43% expect consumers to become more interested in discovering new beverages.

As consumers rethink what they expect from beverages, Reach3 Insights helps brands understand how consumer expectations, motivations and in-the-moment decision-making are changing through solutions such as Reach3's conversational insight communities, Journey Mapping and AI-powered qualitative research. This study surveyed 2,000 U.S. consumers using Reach3 Insights' AI-accelerated, mobile-first conversational research methodology, powered by Rival Technologies, a leading insights platform that captures rich consumer feedback through natural, chat-based conversations.

Reach3 is hosting a webinar on July 23, 2026 at 11 am Pacific / 2 pm Eastern to discuss the findings: https://www.reach3insights.com/masterclass-webinar-from-function-to-feeling-decoding-todays-beverage-choices

WESTWOOD, N.J., July 20, 2026 /PRNewswire/ -- Joy's Island Spice, is proud to announce that its signature Joy's Sorrel Hibiscus Elixir has been awarded Double Gold and the coveted "Elixir of the Year" title at the 2026 International Non-Alcoholic Competition, one of the beverage industry's premier showcases for exceptional alcohol-free products. Joy's Island Spice continues to garner significant industry recognition as the demand for premium, zero-proof beverages gains momentum in the fastest growing drink segment.

The Double Gold distinction is reserved for entries that receive unanimous top scores from the judging panel, while the "Elixir of the Year" award recognizes the competition's finest example of its category.

Inspired by generations of Jamaican family tradition, Joy's Sorrel Hibiscus Elixir is a sophisticated, non-alcoholic botanical beverage crafted from vibrant hibiscus (known throughout the Caribbean as sorrel), fresh ginger, and a carefully balanced blend of warming island spices. Bright, tart, aromatic, and naturally complex, it delivers the depth and ritual of a premium cocktail without alcohol. The elixir can be enjoyed on its own, served over ice with sparkling water, or used as a versatile ingredient in elevated zero-proof cocktails and culinary creations.

"This recognition is incredibly meaningful because it celebrates both our heritage and the future of premium non-alcoholic beverages," said John Morris, Founder of Joy's Island Spice. "Our family's recipe originated in Portland, Jamaica, where sorrel has long been shared during celebrations and holidays. We created Joy's Sorrel Hibiscus Elixir to bring that same sense of connection, craftsmanship, and hospitality to today's global consumers—whether they choose not to drink alcohol or simply want a more thoughtful, flavorful alternative."

The awards come as the sober curious movement continues to reshape beverage culture. Consumers are increasingly seeking premium, adult-oriented beverages that prioritize flavor, wellness, and social inclusion without sacrificing the experience of sharing a beautifully crafted drink. Restaurants, retailers, hotels, and specialty beverage buyers have responded by expanding their non-alcoholic selections to meet rapidly growing demand.

Joy's Sorrel Hibiscus Elixir has become a favorite among chefs, mixologists, and discerning consumers for its versatility and distinctive Caribbean flavor profile. Whether featured as the foundation of an award-winning zero-proof cocktail, paired with fine dining, or enjoyed as an everyday refreshment, the elixir offers a refined alternative for consumers seeking authenticity, quality, and memorable taste.

This recognition follows other accolades including the platinum medal at the 2026 L.A. Spirits Awards and the gold medal in 2024 at the World Alcohol-Free Awards in London.

With this latest recognition, Joy's Island Spice continues its mission of elevating traditional Caribbean flavors into the premium beverage category while helping redefine what exceptional non-alcoholic drinking can be.

Toronto, July 20, 2026 – Canada’s restaurant industry is seeing stronger-than-expected sales growth in 2026, but rising operating costs continue to outpace revenue growth and erode profitability, leaving many operators at risk of closure and with less capacity to invest, according to Restaurants Canada’s Q2 Quarterly Report released today.

The findings highlight the growing disconnect between sales and profitability and underscore the importance of an investment climate that enables restaurants to grow, invest, and create jobs.

Canada’s restaurant industry generates $125 billion in annual sales, contributes nearly four percent of Canada’s GDP, and generates $2.25 in economic output for every dollar spent—well above the national average. Restaurants are Canada’s fourth largest private sector employer, with 1.2 million workers, 40% of whom are youth.

“Stronger sales are always welcome, but they aren't enough to offset the cost pressures restaurants continue to face,” said Kelly Higginson, President and CEO of Restaurants Canada. “When restaurants are constantly managing rising costs and shrinking margins, investment slows, employment stagnates, new equipment isn’t purchased as quickly, renovation plans are delayed and plans to expand are put on hold. That has repercussions well beyond the restaurant industry.”

Quarterly Report at a glance:

• Real commercial foodservice sales are expected to grow by 1.5% in 2026 (inflation-adjusted), a slight improvement over the Q1 forecast.
• 64% of operators say their profitability is lower than last year.
• 41% of operators are operating at a loss or breaking even, up from 36% in March.
• Rising fuel prices are hitting restaurants twice, through increased food, transportation and operating costs, and reduced customer traffic and spending.
• 73% of restaurant operators say current tax policies at all levels of government are limiting their ability to invest and grow.
• 71% say they would be more likely to invest if restaurant capital investments were eligible for accelerated tax write-offs like in other sectors.

Despite ongoing profitability challenges, the restaurant industry continues to be a major engine of employment and economic growth. During the first half of 2026, the restaurant industry added approximately 50,000 youth to its workforce compared to the same period last year, making it Canada's largest net creator of youth jobs, and reinforcing its role as the country’s leading source of first-time jobs.

“Restaurants continue to create opportunities for Canadians, particularly young people entering the workforce,” said Higginson. “But that success shouldn't be taken for granted. It depends on an operating environment that allows businesses to invest, grow and create even more jobs.”

The report’s findings are clear—stronger sales alone won’t restore restaurant profitability. It requires addressing the cost pressures affecting Canadians and restaurants alike, while creating the conditions for restaurants to invest again.

Restaurants Canada is calling on the federal government to:

• Permanently exempt all food, including restaurant meals, from the GST/HST to lower food costs for Canadians while supporting job creation and economic growth.
• Establish permanent full first-year expensing for restaurant capital investments under the Accelerated Investment Incentive to encourage reinvestment, modernization and growth.

“The restaurant industry continues to be an economic driver in communities across Canada,” said Higginson. “With the right investment climate, restaurants can continue investing, creating jobs and contributing to Canada's economic growth.”