Unveiling of Ontario buck a beer scheme expected today

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

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

Ford campaigned on the idea of lowering beer prices with the catchy slogan.

Buck a beer promise was not going over well with these beer drinkers gathered outside Barley Days Brewery to protest the plan.

His thoughts are shared by Lon Ladell, brewmaster at Big Rig Brewery. "It's hard. It's a hard business", he said. "You couldn't be more tone deaf on this subject".

The PC government is bringing back "Buck a Beer" Premier Doug Ford made the announcement on Tuesday.

Simmons said his association will continue to fight for the province to lower taxes on beer and wine.

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

But many folks at the Beer Store today are in.

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While that sounds insanely cheap, note that for the last 10 years, the minimum price for beer was only $1.25. Stonewall Light from Cool Beer Brewing Co. sells for $1.45 per 275 ml bottle.

"If beer goes up in consumption over what - 20 cents, 25 cents?"

There is a caveat, however, as the reduction in price only applies to beer under 5.6 per cent alcohol content, and participation is not mandatory, Ford said. Carling lager sells for about $1.60 a can (or $38.95 for a 24-pack) at the Beer Store, Maclays and Laker for just $1.70 and $1.65 a can, respectively.

Ontario previously had buck-a-bottle beer. the then Liberal Government quietly hiked the minimum price in 2008, citing its "social responsibility" mandate.

"The mainstream brands are $35.50 (per 24). I don't know if his plan was to make the breweries look greedy or just to underscore his populist direction, but it is ridiculous", he said, adding the move ignores the shift towards more complex and well-crafted beer. "Nobody even jumps into that (price) from a promotional standpoint".

Paul Meek with Kitchesippi Beer Company isn't on board with the idea.

"I don't see it being a thing". We have product sales from time to time.

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Finance Minister Vic Fedeli stressed that the amount of tax brewers pay on each unit of beer sold will remain unchanged.

For comparison, $1 in 2008 is equal to $1.16 in today's money, once inflation has been accounted for.

Buck-a-beer is here. "The margins are so tight".

"I believe that we can pull this off".

Even consumers don't seem to be overwhelmingly in support of the government's announcement. Angry residents created the hashtag #boycottbuckabeer which urged consumers to avoid buying beer at any brewer offering beer for $1 a bottle.

However, at least one brewery is willing to embrace buck-a-beer.

"Don't expect us to get involved in this", Mr. Burtch said.

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