"Nobody is being forced to lower their prices and there will be no subsidies or tax handouts". That includes prime spots in LCBO stores and advertising in the store magazine's inserts.
Outside the brewery Tuesday, people gathered to protest the buck-a-beer program and other changes made by the Ford Government. "This included a promise to bring "Buck-a-Beer" back to Ontario. We are not going to pursue this initiative". "People in Ontario are mature enough ... to know when they've had one too many".
Ford has said buck-a-beer will be available in the province by August 27, in time for Labour Day weekend.
Effective Aug. 27, Ontario's government will lower the minimum price floor to $1 for any beer with an alcohol volume below 5.6%.
News of buck a beer's return was met with concern from safety groups and criticism from the opposition parties. Mothers Against Drunk Driving worries lower prices may lead to increased consumption.
Barley Days Brewery - one of the first breweries to open in Prince Edward County - has noted they plan to release a $1 beer created specifically for that price point.
NDP Leader Andrea Horwath said at Queen's Park on Tuesday there is no doubt Ford's plan will cost the LCBO money. "I'd be shocked if you saw a lot of breweries jump on this buck-a-beer thing".
Ford said that throughout the year, brewers who do drop their prices will be eligible for limited time discounts, ads in LCBO flyers and in-store promotions such as end-of-aisle features or extended shelves.
The Greens said the beer program is an attempt to draw attention away from the government's controversial decisions to revoke the updated sex-ed curriculum, scrap the basic income project and dismantle the cap-and-trade carbon pricing system.More news: Feds Officially Propose New Vehicle Emissions Standards
"Is this the premier's priority?"
Some breweries were quick to say they would not reduce their prices, while others in the industry said the plan was financially unsustainable.
The People's Pint, a brewery based in Toronto, said it would not be joining what it called a "race to the bottom" on Twitter.
Sons of Kent Brewing Co., Chatham "We take our brewing processes and the quality of our ingredients very seriously". I can confidently say that a buck-a-beer won't deliver that. "It was hard for us to make beer anywhere less than $2 per short can in costs alone", he said in an open letter to the government.
They're already dealing with the increased cost and challenge in getting cans as a result of the effects of the Trump tariff on steel and aluminium.
A familiar slogan is once again making the rounds in ontario.
It is unknown if any additional Ontario craft breweries will participate.
Ford also promised to allow the sale of beer, wine and spirits in corner stores across the province.
"Ontario, the day you've been waiting for is finally here", Ford told reporters.