In Ottawa 10% ethanol blend is sold from a separate pump and sells for a 1¢ premium over regular unleaded. I would say that, in general, consumers are confused about why they should buy the ethanol blend. Currently, there is only one supplier, and one distributor.

A solution to the distribution issue would be to simply deliver all ethanol to the refiners and blend it with unleaded gas to a maximum of 10%. There is no great need for consumers to know that there is ethanol in the gas. Between detergent and other additives, ethanol would just be one more thing. Consumers will quickly become indifferent if they are ever aware of the additive.

In Canada, environmental regulations make it very difficult to open a new gas station. More stations are closing than opening. Adding a new tank to existing stations would be very difficult and costly, just from an environmental/regulatory point of view.

Taken together, the only reasonable way to introduce ethanol blend on a wide scale would be to add it to regular gas.

Interesting that Ottawa gasoline is dispensed from different pumps. Here in the U.S., it's just gasoline with a sign on the pump informing the consumer that the gas may contain up to 10% ethanol by volume.

From what I understand, the ethanol is blended at delivery time, not at the refinery or distributor. Seems I read this here on TOD.

In Toronto, all the pumps at the majors say that the gas COULD contain up to 10% ethanol. Either the majors are aleady selling blended and unblended gasoline from the same pumps or they intend to start doing it soon.