Inaugural event spotlights Canadian wine and pushes for urgent trade reform
At a time when interprovincial trade barriers are firmly in the national spotlight, a new grassroots event in Toronto, organized by Therianthropy and The Living Vine, is bringing the conversation, and some of Canada’s top wines, to the public.
For the first time, 28 of Canada’s top wineries from five provinces will unite under one roof for ‘Elbows Up! Canada’s Coast-to-Coast Wine Fair’, happening Saturday, July 12 at Fort York National Historic Site in Toronto.
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Organized by Therianthropy and The Living Vine, this inaugural event invites wine lovers and industry advocates alike to celebrate the quality and diversity of Canadian wines — and to push for the removal of outdated interprovincial trade barriers that limit consumer access and stifle the domestic wine market.
Despite growing international acclaim, Canadian winemakers face steep challenges at home. Current trade restrictions treat Canadian wines crossing provincial borders like imports, resulting in inflated prices and limited availability. For example, a British Columbia chardonnay priced at $25 locally can cost up to $45 in Ontario due to these markups.
“That is not only frustrating for consumers, it directly hurts Canadian wineries who are trying to compete against international brands that face no such restrictions,” says Mark Cuff, founder of The Living Vine and a partner in Therianthropy, an Ontario-based winery. “All Canadian wine should be local wine, no matter where it is made or sold in Canada.”
For the producers, the issue goes beyond economics; it speaks to the heart of what Canadian wine could become.
“We see incredible talent and potential across Canadian wine regions. But these outdated trade barriers limit the ability of Canadian winemakers to share their wines across the entire country,” says David Eiberg, founder and winemaker at Therianthropy. “This is an opportunity to strengthen the entire industry. We are making some world-class wines in Canada, and many Canadians don’t know this!”
Canada’s wine industry already contributes more than $9 billion annually to the economy and supports more than 37,000 jobs nationwide. Yet fragmented regulations continue to block wineries from reaching their full domestic market.
An associated petition calling for reform is now live at: https://chng.it/dhhRyztnyp
“Elbows Up! is more than a tasting,” says Cuff. “It is about raising a glass to Canadian wine and raising awareness that this issue affects not just wineries, but Canadian consumers and the broader economy.”
Wineries from British Columbia, Manitoba, Ontario, Quebec, and Nova Scotia will pour during two tasting sessions on July 12, 2025:
- Session 1: 12:00pm to 2:30pm
- Session 2: 2:30pm to 5:00pm
