Newfoundland and Labrador Alcohol Laws

Jurisdictional overview

The Newfoundland and Labrador Liquor Corporation (NLC) is a Provincial Crown Corporation responsible for managing the importation, sale and distribution of beverage alcohol and non-medical cannabis in the Province of Newfoundland and Labrador.

NLC’s vision is “to be dedicated to our customers and communities with progressive, passionate and responsible service.” NLC operates under the expectation that it will generate revenue for the Government of Newfoundland and Labrador that will be reinvested for the benefit of the people of the Province.

The most visible component of NLC’s operations to many is the retail sale of beverage alcohol through its 24 Liquor Store locations and 5 Satellite Store locations.

NLC outlets carry an extensive selection of spirits, wine, beer and ready-to-drink (RTD) alcoholic beverages, imported from within Canada and around the world, as well as locally produced spirits, wine and beer. Liquor Store staff members are all direct employees of NLC. All aspects of store design, sales, marketing, merchandising and human resources fall under NLC jurisdiction.

NLC’s Wholesale operations supply 146 Liquor Express locations and over 1,400 licensees. Liquor Express accounts for 29.0% of NLC’s annual sales revenues while licensees account for 6.0%. Liquor Express stores are located primarily in rural areas and involve arrangements whereby a business entity competes to sell beverage alcohol in a retail environment, receiving a commission from NLC on its product sales.

Licensees include bars, lounges and restaurants that are licensed by NLC Regulatory Services to purchase product that is resold to customers for profit.

Oversight of NLC is provided by a Board of Directors appointed by the Lieutenant Governor in Council, normally for a term of three years. The Board normally includes a Chairperson, the President and CEO and other members as appointed. The President and CEO of NLC is responsible for the everyday management and other duties as assigned by the Board. Reporting to the Board, the President and CEO is also appointed by the Lieutenant Governor in Council.

NLC’s head office, distribution centre and blending/bottling plant (Rock Spirits) are located St. John’s, Newfoundland and Labrador. NLC provides employment to 584 employees. NLC’s gross expenditures in the 2018-19 fiscal year were $160.2 million, with revenue of $329.4 million.

For additional information on NLC’s Vision, Mission and Values, please visit https://www.nlliquor.com/corporate/about-nlc/business-plan.

Listing process

NLC Category Management will review product categories based on a Category Review Schedule which will be generated on a yearly basis. The NLC will accept applications for new products in accordance with the Category Review process.

The Category Review Schedules and Listing Policies can be found online at the following link:
http://www.nlliquor.com/corporate/doing-business/suppliers-trade.

Suppliers are not required to have a local agent in Newfoundland and Labrador to conduct business with the NLC. While local representation is not a requirement, the benefits of having a local agent are significant in nature and highly encouraged. If a supplier chooses not to use a local agent, then the expectation would be the supplier would act as its own local agent and complete the same duties as one.

Labelling and packaging requirements

All liquor products sold in Newfoundland and Labrador must meet the Canada Food and Inspection Agency labelling requirements and be in safe containers and packaging.

For more information please visit https://www.inspection.gc.ca/food-label-requirements/labelling/industry/alcohol/eng/1392909001375/1392909133296.

Laboratory testing requirements

There are no laboratory testing requirements for liquor products sold in Newfoundland and Labrador, however all products must meet all the requirements set forth by the Canadian Food and Inspection Agency (CFIA).

In addition, NLC investigates all faulty product claims. Products found to be unsafe may be discontinued.

Pricing components

The price of alcoholic beverages is set by the NLC and are consistent across all retail channels. The retail price of beverage alcohol in Newfoundland and Labrador is set by supplier submitting product quotes and the NLC applying a markup.

The Liquor Corporation Act assigns responsibility for setting product prices to the NLC Board of Directors.

For more information please contact [email protected].

Sales channels and distribution

Retail Sales

The most visible component of NLC’s operations to many is the retail sale of beverage alcohol through its 24 Liquor Store locations and 5 Satellite Store locations.

Liquor Store outlets carry an extensive selection of spirits, wine, beer and ready-to-drink (RTD) alcoholic beverages, imported from within Canada and around the world, as well as locally produced spirits, wine and beer. Liquor Store staff members are all direct employees of NLC. All aspects of store design, sales, marketing, merchandising and human resources fall under NLC jurisdiction.

Wholesale Sales

Licensees include bars, lounges and restaurants that are licensed by NLC Regulatory Services to purchase product that is resold to customers for profit.

For more information please visit: https://www.nlliquor.com/corporate/doing-business.

Marketing and promotion policies

All retail promotions for beverage alcohol in Newfoundland and Labrador must be approved by the NLC’s Merchandising department. The NLC has developed a Promotional Policy to help guide suppliers and agents through the various promotional programs that are available Newfoundland and Labrador.

For more information please visit: https://www.nlliquor.com/corporate/doing-business.

Licensing requirements

NLC’s Regulatory Services is responsible for regulation of all licensed establishments in the Province in accordance with the Liquor Control Act and Regulations, the Liquor Corporation Act and the Smoke Free Environmental Act. Regulatory Services is actively involved in the design and implementation of NLC’s Social Responsibility programs while promoting social responsibility in all areas of business within the Corporation and with its stakeholders.

For a complete list of licenses please visit: https://www.nlliquor.com/corporate/services/current-licensees.

Relevant legislation, regulations and policies

NLC’s Regulatory Services is responsible for regulation of all licensed establishments in the Province in accordance with the Liquor Control Act and Regulations, the Liquor Corporation Act and the Smoke Free Environmental Act. Regulatory Services is actively involved in the design and implementation of NLC’s Social Responsibility programs while promoting social responsibility in all areas of business within the Corporation and with its stakeholders.

For more information please contact [email protected].

General contact

For more information please contact [email protected].