Doug Ford announces $1 beer by Labour Day weekend

Beer products are on display at a Toronto beer store on Thursday

Beer products are on display at a Toronto beer store on Thursday

The price floor will affect beer that contains an alcohol percentage below 5.6%.

Up until 2008, the minimum price for a beer was $1 until the provincial Liberals raised it to $1.25. "Instead we're going to do what we said we would do and put Ontario consumers first".

NDP Leader Andrea Horwath, speaking to reporters at Queen's Park, said there is a cost to the province and that LCBO promotions do "have monetary value".

The Premier of Ontario has announced his plan to make beer cheaper.

His priorities, she added "are completely mixed up".

The minimum retail price for beer was $1.00 in Ontario from 2005 to 2008.

To encourage brewers to lower their prices, the Premier formally launched the 'Buck-a-Beer Challenge.' Any brewer who agrees to lower their prices on or after August 27 will, for a limited time throughout the year, receive LCBO promotional considerations such as limited-time discounts, in-store displays on end aisles and shelf extenders, or advertising in LCBO flyers and newspaper inserts.

The move will have no effect on the province's $589-million in revenue from beer and alcohol taxes, Finance Minister Vic Fedeli said. However, Mr. Ford said he didn't think the lower prices would lead to more drinking and driving.

"Lowering the price of alcohol carries implications and risks for public safety", MADD Canada said in a statement. The price does not include a bottle deposit and does not apply to draft beer.

Some breweries were quick to say they would not reduce their prices to meet the new minimum. "We believe in our brands, take pride in our quality and firmly feel that are current prices are very fair", the brewery wrote. Ford, who will visit a brewery today in Picton, Ontario, also vowed to expand the sale of beer and wine to corner and box stores in Ontario. Ford would not confirm or deny the reports, saying only that an announcement would come later.

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