The team at CRAFT Beer Market Kelowna offer more than 100 drinks on tap. (Black Press Media files)

Ontario government to bring back buck a beer by Labour Day: source

Province had buck-a-bottle beer but the Liberal government quietly hiked the minimum price in 2008

Ontario will see the return of buck a beer by Labour Day weekend, The Canadian Press has learned, though some in the industry predict few brewers will embrace the new, lower minimum price.

A source with knowledge of the plan says the Progressive Conservative government is expected to announce Tuesday that it will lower the minimum price of a bottle or can of beer to $1 from $1.25 by the September holiday weekend.

Brewers would not be required to charge less, however, and the lower minimum price would not apply to draft beer, nor would it include the bottle deposit.

The government is hoping to get brewers on board by launching what it calls a “buck-a-beer challenge” with incentives for those who cut prices to $1, the source said.

The move was one of Premier Doug Ford’s promises during the spring election campaign, and Ford suggested in a video released Friday that he would be making good on it soon. He has also vowed to broaden the sale of beer and wine to corner and box stores.

The Tories have said bringing back buck a beer would allow more competition in the beer market without affecting the province’s revenues from beer and wine taxes, which brought in roughly $589 million in 2016-2017, according to government documents.

Ontario previously had buck-a-bottle beer but the Liberal government quietly hiked the minimum price in 2008, citing its “social responsibility” mandate.

In its heyday, buck a beer was a successful marketing campaign and seized a significant share of the market, said Scott Simmons, president of Ontario Craft Brewers, who was an executive at The Beer Store at the time.

READ MORE: Molson enters into joint venture to develop cannabis-infused beverages

Several brewers adopted it, including Lakeport, which “really took it to town,” said Simmons, who spent a year at the company.

But the costs of making beer have gone up, as have the provincial and federal taxes, making it less feasible for brewers to sell their product at the $1 minimum price now, he said.

“I don’t see many, if any, heading to that price simply from a profitability point of view,” he said.

“I don’t think it can be done in 2018 but some brewers may think it can be done and I’d be interested to see what’s actually in the product that they’re selling at that price,” he said. “It can’t be very good, let me put it that way.”

Few brewers sell at the current minimum price unless they’re having a sale, Simmons said, noting that an additional $6 drop for a case of 24 would likely wipe out any profits.

Still, the move will appeal to value-conscious consumers, though it probably won’t affect the craft beer market, which attracts a demographic that is willing to pay more, he said.

Paola Loriggio, The Canadian Press

Like us on Facebook and follow us on Twitter.

Just Posted

Ice Demons returning to CIHL for 2018-2019 season

Central Interior Hockey League will return with five teams after shrinking last season

B.C. declares state of emergency as more than 560 wildfires rage

This is only the fourth state of emergency ever issued during a fire season

Australian firefighters join Telegraph Creek efforts

Regional district extends State of Emergency another week to Aug. 17

UPDATE: 5 injured in plane crash following Abbotsford International Airshow

One in critical condition in incident involving vintage plane

District extends State of Emergency another week

There’s lots of work ahead, but today was a good day: BC Wildfire Service

Updated: ‘Queen of Soul’ Aretha Franklin has died

Publicist Gwendolyn Quinn reports Franklin passed Thursday at 9:50 a.m. at her home in Detroit

Woman in custody after topless crane climb near Toronto waterfront

Toronto police have apprehend a woman who climbed crane cab near waterfront

‘Hot and dirty work:’ Commander describes fighting massive Ontario wildfire

Ontario has seen more than 1,000 forest fires so far this year, compared to 561 in all of 2017.

‘Billion-piece jigsaw puzzle:’ Canadians key to 1st complete map of wheat genome

The paper has 202 authors from 73 research agencies in 20 countries.

70 years after Babe Ruth’s death, fans still flock to grave

After Ruth died of throat cancer at age 53, tens of thousands of fans came to pay respects

Airbnb’s federal budget proposal tells Liberals, ‘we want to be regulated’

Submission says ‘we want to be regulated’ and asks the government to avoid forcing existing rules

Greens won’t run candidate in Burnaby South as ‘leader’s courtesy’ to Singh: May

Green Leader Elizabeth May says the decision is an extension of a ‘leader’s courtesy’

Missing B.C. hiker, dog found safe after 3-day search

Cranbrook hiker had been missing since Sunday, August 12, near Jumbo Pass.

UPDATED: B.C. RCMP dismantle Kinder Morgan protest camp

RCMP say they will enforce a court injunction today and remove Trans Mountain pipeline protesters who have been camped outside a Kinder Morgan terminal in Burnaby.

Most Read