Jurisdictional Overview
The Prince Edward Island Liquor Control Commission (PEILCC) regulates beverage alcohol in the province of Prince Edward Island, under the authority of the Liquor Control Act (LCA). The Minister of Finance is the Minister responsible. The PEILCC has the function, duty and power in the province to: buy, import and sell liquor; control the possession, sale and delivery of liquor; conduct and support responsible consumption; determine locations where stores and liquor agencies will be established; establish liquor agencies, appoint liquor agency vendors and regulate their conduct; grant, issue, suspend and cancel permits for the purchase of liquor. There are 18 corporate retail stores and 12 liquor agency vendors operating the province, as well as a number craft manufacturer’s retail outlets operated by local makers of beer, wine and spirits. For more information about the PEILCC please visit www.liquorpei.com
Listing process
How do I introduce new products into Prince Edward Island?
New listings for alcoholic beverages sold through the PEI Liquor Control Commission are primarily generated from a yearly Category Review Schedule for each category (Beer, Spirits, RTD, Cider, and Wine). Exceptions to this would be for locally produced products made sold through the manufacturer’s on-site or off-site retail licensing. Additionally, individual product listings can occur throughout the year, outside of the regular Category Review Schedule. These individual listings can occur for several reasons such as allocations, case pack changes, one-time offers or seasonal specials. Please visit the PEI Liquor website to for details relevant to suppliers and agents and to access the most recent copy of the Licensing Policy & Procedures Manual.
Do I need a registered liquor agent to represent me?
It is not required for suppliers to have local representation in order to do business with the Prince Edward Island Liquor Control Commission (PEILCC), but it is recommended.
Labelling and packaging requirements
What are the labelling and packaging requirements in Prince Edward Island?
In Prince Edward Island, labelling and packaging requirements are governed by Federal and Provincial legislation. Full details are available in the PEI Liquor Labelling Requirements Guide.
Laboratory testing requirements
What are the laboratory testing requirements in Prince Edward Island?
As part of the product listing process with the PEILCC, vendors will be asked if a Certificate of Analysis is available for the applicable product. The Category Management team will follow up with the applicable vendor as required depending on whether a certificate is available.
Pricing components
What components make up the price of liquor in Prince Edward Island?
Pricing is a complex issue with considerations given to product category, size of container, and alcohol by volume. PEILCC applies a markup based on these various considerations per category while maintaining both a minimum profit per litre and minimum retail price per category. Defined markup structures are in place to establish the retail selling price based on duty paid landed cost. In addition to the markup, a cost of service charge is applied to imported products to cover additional handling expenses. HST, and a bottle deposit fee are also applied to each product.
Sales channels and distribution
The PEI Liquor Control Commission is a Provincial Crown Corporation established as the sole authority for importing and retailing alcohol in Prince Edward Island. The retail network includes 18 corporate stores and 12 liquor agency outlets. Additionally, local manufacturers are permitted to sell their products at their manufacturing facility as well as at designated off-site retail locations. The PEILCC also operates a central warehouse and Licensee Distribution Centre.
Marketing and promotion policies
What are the rules for the marketing and promotion of liquor products in Prince Edward Island?
The Liquor Control Act and Liquor Control Act Regulations set out the guidelines for advertising of liquor in Prince Edward Island. Policies have also been established specific to assist license holders and manufacturers. Please visit www.liquorpei.com for more information.
Licensing requirements
Yes, to sell or supply liquor in Prince Edward Island, you must have a liquor license or permit. The PEILCC is responsible for licenses for local manufacturers and licensed establishments, as well as issuing special occasion permits. For more information, please visit the PEILCC’s website here.
Relevant legislation, regulations and policies
All activities related to the sale, consumption, importation, manufacture, possession, storage and distribution/use of liquor in Prince Edward Island must be undertaken in accordance with the Liquor Control Act, the regulations under that act including the Liquor Control Act Regulations and the Liquor Control Act Liquor Agency Regulations, as well as associated PEILCC policies.
General contact(s)
If you have any questions or would like more information, please contact the PEI Liquor Control Commission at [email protected].