Government Must Untap Potential of New Brunswick’s Craft Alcohol Producers
Sébastien Roy is the volunteer president of the New Brunswick Craft Alcohol Producers Association and Christine Comeau is the association’s Executive Director.
New Brunswick is home to a growing craft alcohol industry. In cities, towns and villages across the province, you will find passionate New Brunswickers producing exceptional beer, cider, mead, spirits and wine.
There are over 100 craft alcohol producers in 48 communities across the province that have created more than 500 direct jobs and are responsible for thousands of indirect jobs. They bring economic, social and cultural vibrancy to their communities and serve as important tourist attractions.
So, you might ask why the policies of the Government of New Brunswick reward big global companies that have no presence in New Brunswick and punish local producers who employ New Brunswickers and pay taxes here?
Alcool New Brunswick Liquor (ANBL) has done some good work over the last few years to establish relationships with local alcohol producers and began to better showcase their products in the province’s liquor stores. But ANBL’s mandate from the provincial government is to maximize revenue in their stores, not support local producers. That means case after case of generic global brands are sold at the expense of local products.
Upcoming changes at ANBL dictated to obtain internal corporate efficiencies will severely harm our craft alcohol industry and people’s ability to buy their favourite locally brewed, fermented and distilled products. Mandatory centralized warehousing in non-refrigerated warehouses and listing quotas that favour the big boys will result in less consumer choice, higher prices, spoiled beer, and ultimately the failure of many producers. Local jobs will disappear as more beverage alcohol profits flow out of the province. We cannot afford a general decline of this burgeoning industry.
This is short-sighted. That extra buck ANBL might make off the global brand doesn’t take into account the true impact of local producers – jobs in the breweries, wineries, distilleries, pubs and storefronts, the farmers who produce the ingredients, the truck drivers who deliver them, the musicians who perform, the friends and neighbours who safely gather to strengthen social networks and spark new ideas, and so much more. New Brunswick’s craft alcohol producers provide much greater economic, social and cultural impact to the province than any multinational corporation ever could.
As a province, we need to support our local producers and that means changes at ANBL and changes to how policies are made. The New Brunswick Craft Alcohol Producers Association is calling on all political parties to commit to making changes to ANBL’s mandate to prioritize local producers. These are not complicated or costly changes – in fact, it will deliver a better return on investment in the province as it drives greater economic activity. These changes are a win-win.
This is what we need to level the playing field for New Brunswick producers to compete fairly with global brands in our own backyard:
NB First! – Le NB d’abord ! Let’s prioritize local products by giving New Brunswick producers an easier and quicker new product listing process, dedicated shelf space in liquor stores, merchandising and marketing support, and proper training for ANBL staff. Let’s also let local producers decide how best to supply stores across the province with fresh products instead of forcing them to use ANBL’s non-refrigerated warehouse.
Buy NB! – Acheter NB ! Let’s make it easier to export New Brunswick products to other provinces and countries and call out the unfair and restrictive trade policies that are limiting our potential.
United NB! – Un NB uni ! Let’s create a formal working group that includes the producers, ANBL, the departments of Finance, Tourism and Public Safety and other relevant stakeholders to do right by the industry.
The craft alcohol industry is a bright light in New Brunswick’s economy, particularly in rural areas. We have developed a vibrant $17 million-dollar industry that creates jobs and opportunities, as well as some outstanding products enjoyed by people across the province and around the world.
The government should focus on making changes that support our home-grown producers, not helping multinationals. There is a clear and compelling business case for these changes – it will unlock greater economic activity in New Brunswick, increase tax revenue for all levels of government and support local growth and local entrepreneurship. We think New Brunswick’s craft alcohol producers deserve to be treated fairly – we are asking all candidates seeking political office to support us.
If they do, New Brunswick wins.
Huddle publishes commentaries from groups and individuals on important business issues facing the Maritimes. These commentaries do not necessarily reflect the opinion of Huddle. To submit a commentary for consideration, contact editor Mark Leger: [email protected].