Manitoba Launches U.S. Liquor Sales to Support Local Charities

The Manitoba government is set to release select U.S. liquor products for sale this Christmas season, with an initiative to donate up to $500,000 in proceeds to local charities. This decision allows private businesses, including restaurants and rural vendors, to order previously restricted U.S. products starting December 4, 2023. As part of this plan, Manitoba-owned liquor stores will begin making these products available from December 10.

Glen Simard, the Minister responsible for the Manitoba Liquor and Lotteries Corporation, articulated the government’s rationale during a phone interview. He emphasized the importance of leveraging this opportunity amidst tariffs that have historically affected local businesses. “How can we do some good with what we’re being hit with, in terms of tariffs and our response?” Simard asked. “We’re just putting it back on the shelves to help some of our important charities.”

The program has selected two local organizations to benefit from the initiative—the Brandon-Westman Christmas Cheer Registry and the Helping Hands Centre of Brandon. Additionally, four other Manitoba charities will also receive support from the sales, which will conclude on December 24. After this date, the province plans to resume its restrictions on U.S. liquor products.

Simard noted that while this initiative is exciting, it is also crucial for Manitobans to support locally produced products whenever possible. Only twelve Liquor Mart stores across Manitoba will participate in this program, with Brandon’s Liquor Mart located at the corner of 10th Street and Victoria Avenue being one of them.

Local resident Lyndon Tarrant expressed his support for the initiative outside the Liquor Mart, mentioning that products like Jack Daniels might be on his shopping list this holiday season. “It’s a lot better, rather than just leaving it on the shelf,” he stated, adding that he believes the fundraising efforts should focus on charities that address addiction issues.

Conversely, some residents like Keven Bowie voiced concerns about the sale of U.S. alcohol. “I would rather them keep it off the shelf,” he remarked, although he acknowledged the charitable aspect of the initiative. Other shoppers echoed similar sentiments, suggesting that keeping U.S. liquor off limits should be the priority.

The province’s press secretary, Caedmon Malowany, confirmed that all profits from the sales will go directly to the designated charities. If the entire stock, valued at $1 million, is sold, the total contribution could reach $500,000.

Angela Braun, executive director of Helping Hands, expressed gratitude for the support, noting that the funds would cover essential operational costs such as utilities and staff wages. “That is amazing — we are beyond thankful for any help we can get,” she said.

Simard emphasized the relevance of the selected charities to the holiday season, saying, “We know that food brings people together, and the best that we can do to bring people together is by providing these organizations resources to continue to do that great work.”

Manitoba Premier Wab Kinew also commented on the initiative, stating in a press release that it would provide much-needed cheer during the holiday season. “Manitobans have been resilient against Donald Trump’s tariffs and deserve some holiday cheer,” Kinew remarked. He highlighted the program’s potential to assist vulnerable families during this festive period.

Other charities benefitting from the initiative include the Christmas Cheer Board of Greater Winnipeg Inc., Harvest Manitoba, Manitoba Keewatinowi Okimakanak Inc., and the Boys and Girls Club of Thompson.