Item - 2014.EX43.12

This report provides information on regulation amendments to the provincial Liquor Licence Act to permit the sale and sampling of Vintner’s Quality Alliance (VQA) wines at Ontario farmers’ markets on a two-year pilot program basis.  Under the program, VQA wineries are authorized to sell and serve samples of their product at farmers’ markets across the province, including markets in Toronto. The Alcohol and Gaming Commission of Ontario (AGCO) delivers and regulates the program. Under the regulation, the City of Toronto has the ability to prohibit VQA wine sales at farmers’ market within its boundaries. City Divisions permit or directly organize twenty farmers’ markets in Toronto, and an additional six farmers’ markets are held on property owned by City agencies. Under the new regulations, VQA wines could be available at these farmers’ markets. City staff are closely monitoring the impact of the program on the markets and adjacent neighbourhoods, and will evaluate the program near the completion of the pilot.