Moosehead forced into beer promotion with NBLC agrees beer writer

A sommelier and beer and wine writer from Rothesay says a new promotion by the New Brunswick Liquor Commission is clearly in response to cross border alcohol sales.

In April, a provincial court judge threw out a case against Gerard Comeau of Tracadie for bringing 14 cases of beer and three bottles of liquor across the border from Quebec.

Though Judge Ronald LeBlanc said the rules that limit cross-border beer buying were unconstitutional, the province is appealing that decision.

• NB Liquor price cut is a risk, Moosehead says

• Alcohol not included in interprovincial trade deal due to appeal

• New Brunswick judge throws out cross-border booze limits

NBLC disputes that's the reason behind a summer promotion on six brands of beer, that allows customers to buy four 15 packs for $75, which works out to a $1.25 a can.

The brands involved in the promotion are Alpine, Moosehead Light, Coors Light, Molson Canadian, Budweiser and Bud Light.

Information Morning - Saint John6:07Good for consumers, tough on Moosehead

NB Liquor is offering special pricing on six brands of beer: Alpine, Moosehead Light, Coors Light, Molson Canadian, Budweiser and Bud Light. Sommelier Craig Pinhey writes about beer and wine.

But Craig Pinhey told Information Morning Saint John that alcohol is quite a bit cheaper in Quebec, and the promotion must be related to the Comeau case.

"I think we all know that it's got a lot to do with the ongoing controversy … with beer sales across the border," he said.

"I think it's a clear response to that, no matter what any PR person says."

Moosehead forced to participate

And Pinhey agreed Moosehead would have been forced into the promotion if NB Liquor asked them to be, even though it would cut into their profits. 

Moosehead Breweries president Andrew Oland said earlier this week that the company had little choice, but he said it needs to see a significant bump in sales to make the promotion work to the company's benefit.

"I certainly understand that for them it's very different then it would be for the large international conglomerates that are what used to be Molson and what used to be Labatt," said Pinhey

"Moosehead should not be grouped in with those breweries."

He said while Moosehead is big compared to micro or craft breweries, they are not in the same league as the big brewers.

"(New Brunswick) is their key market and when they're forced to sell their beer for less profit, obviously it's significant," Pinhey said.

He said that's especially the case in summer which is peak time for beer sales.

Pinhey said once the bigger breweries agreed to the promotion, Moosehead couldn't lose its market share by saying no.

"Sounds to me they were pretty much pressured into it."

Promotion won't slow cross-border sales

Pinhey suggested the promotion would likely have little affect on those who live near the Quebec border, if it's their weekly routine to go to that province to get their beer.

"I would like to think that people would support New Brunswick instead of going to Quebec, but you know what people are like."

Pinhey said this could be an experiment, as except for provincial liquor boards, it seems most Canadians want the choice to be able to cross a border for cheaper booze.

He said if the provincial rules are changes to permit cross-border beer, eventually it may mean alcohol prices in New Brunswick will be forced lower to compete.