
The New Brunswick Liquor Corporation is responsible for the distribution and sale of liquor in the province. It operates a monopoly on the sale of liquor, which means it's the only retailer allowed to sell liquor.
The corporation has a wide range of products available, including beer, wine, and spirits. This includes products from local breweries and wineries.
Prices for liquor products are set by the corporation, and they can vary depending on the product and location. For example, prices for beer can range from $10 to $20 per six-pack.
The corporation operates a network of stores across the province, offering convenient access to liquor products for residents.
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About NBLC
New Brunswick Liquor Corporation, or NBLC, is a crown corporation in the Canadian province of New Brunswick. It's responsible for the retail and wholesale distribution of alcoholic beverages in the province.
The NBLC was established in 1933, making it a long-standing part of New Brunswick's history.
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Its main goal is to provide a safe and responsible liquor distribution system, ensuring that liquor is available to those who want it while also promoting responsible consumption.
The NBLC operates 53 liquor stores across the province, offering a wide selection of beer, wine, and spirits.
These stores are open seven days a week, providing convenience to customers.
The corporation also operates a wholesale division that supplies liquor to licensed retailers, restaurants, and bars.
NBLC is committed to supporting local businesses and communities through its operations and partnerships.
Products and Services
The New Brunswick Liquor Corporation offers a variety of products and services to meet the needs of its customers.
You can find a wide selection of beer, wine, and spirits at their stores, including local and international brands.
Their online shopping platform allows you to browse and order products from the comfort of your own home.
With a focus on convenience, they also offer online ordering with in-store pickup or delivery options.
Introducing Products
Introducing new products into New Brunswick can be a bit of a process, but it's actually quite straightforward. Most new products must be listed through the ANBL to be sold in the province.
Exceptions are primarily related to locally produced products sold on-premise from a local producer, which is a great way for small businesses to get their products out to customers.
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Components of Pricing
Pricing is a complex issue with considerations given to product category, size of container, and alcohol by volume.
The ANBL applies a markup based on these various considerations per category while maintaining both a minimum profit per litre and minimum retail price per category to minimize social harm associated with over consumption.
A defined markup structure is in place to establish the retail selling price based on duty paid landed cost.
The ANBL markup is applied as a percentage based on the value of the product that differs based on the product category and the product’s alcohol by volume content.
Imported products may be subject to additional fees to cover handling expenses.
Local products may be subjected to a warehouse handling fee.
HST and a bottle deposit are applied to all products.
Further details on mark-up by product category can be found here.
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Sales and Distribution
In New Brunswick, the sale and distribution of liquor products is handled by the Atlantic Canada's leading retailer, ANBL.
ANBL is a Provincial Crown Corporation that imports and retails beverage alcohol in the province.
They operate a network of retail stores, including EXPÉRIENCE by ANBL, The Craft Beer Room, and Depot.
There are also 40 retail stores in total, including agency stores and grocery stores.
ANBL has a central distribution centre that services all of their outlets.
This distribution centre ensures that liquor products are delivered efficiently to all of ANBL's stores.
They have a total of 90 privately operated agency stores and 88 manufacturer's agency stores.
Marketing and Policies
The New Brunswick Liquor Corporation has clear guidelines for marketing and promotion policies in place. These policies are based on the type of permit held by licence holders.
Licence holders are responsible for consulting and complying with the Act before undertaking any advertising or marketing of liquor in the province. ANBL promotes responsible consumption of alcohol and complies with the Canadian Code of Advertising Standards and the New Brunswick Liquor Control Act Advertising guidelines.
ANBL's internal advertising guidelines are established through the organization's Corporate Social Responsibility Policy for corporate advertising and marketing efforts. The annual In-Store Merchandising Program Guide provides guidance to suppliers and partners who advertise in ANBL stores or at ANBL hosted events.
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Marketing Policies
The NBCLA provides clear guidelines for advertising and marketing of liquor products in New Brunswick based on the type of permit held.
Licence holders must consult and comply with the Act before undertaking any advertising or marketing of liquor in the province. This ensures that all marketing efforts are in line with the regulations.
ANBL promotes responsible consumption of alcohol and adheres to the Canadian Code of Advertising Standards and the New Brunswick Liquor Control Act Advertising guidelines. This includes in-store, digital, and traditional advertising within the province.
ANBL's annual In-Store Merchandising Program Guide provides guidance to suppliers and partners who advertise in their stores or at ANBL hosted events. This guide helps ensure that marketing efforts align with ANBL's policies.
ANBL has established internal advertising guidelines through their Corporate Social Responsibility Policy for corporate advertising and marketing efforts. This policy helps maintain a responsible and consistent brand image.
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Cyberattack Shuts Down Stores
In recent news, NB Liquor stores faced a significant disruption due to a potential cyberattack. The incident led to a shutdown of credit and debit transactions.

The stores were forced to revert to accepting only cash, a move that was still in place a week after the initial threat was reported. This change caused inconvenience to customers who were expecting to use their cards for transactions.
The incident highlights the importance of having a robust cybersecurity system in place to prevent such disruptions. It's a reminder that even the most seemingly secure systems can be vulnerable to attacks.
The fact that NB Liquor stores took a week to fully recover from the threat suggests that the impact was more severe than initially thought. This prolonged downtime resulted in significant losses for the business.
Here's a summary of the key facts:
Regulations and Compliance
To comply with regulations in New Brunswick, you'll need to understand the labelling and packaging requirements. These are governed by both Federal and Provincial legislation, with ANBL adding some specific requirements related to Corporate Social Responsibility.
You can find details on these requirements in the Social Responsibility Guide for Product Listing and the ANBL Product Life Cycle Management Manual. These resources will give you a clear understanding of what's expected.
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Do I Need a Registered Agent?

Having a local agent is not a requirement in New Brunswick, but it's highly recommended as they're familiar with the province's policies and practices.
Local agencies can work directly with customers in the market, making it easier to navigate the system.
There is no registration process for new agents, but you'll need to provide official written notice on corporate letterhead authorizing the agent to act on your behalf in the Province of New Brunswick.
Subagents, on the other hand, require authorization from a Parent Agency before they can represent you.
Labelling and Packaging Requirements
Labelling and packaging requirements are governed by Federal and Provincial legislation, with ANBL having some specific requirements related to Corporate Social Responsibility.
In New Brunswick, you'll need to check the Social Responsibility Guide for Product Listing for details on ANBL's requirements.
ANBL's Product Life Cycle Management Manual provides information on Federal and Provincial packaging requirements.
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Lab Testing Requirements
Lab testing requirements can be a crucial aspect of compliance, and in New Brunswick, vendors are required to have a Certificate of Analysis for their products.
In order to list products with the ANBL, vendors need to meet this specific requirement.
The Category Management team will follow up with vendors as needed to ensure compliance, and they also reserve the right to randomly test and audit products for quality assurance purposes.
This means that even if a vendor has submitted a Certificate of Analysis, there's still a chance that their products could be tested further.
Vendors should be prepared to provide additional information or samples if requested, and they should also be aware that the Category Management team has the authority to conduct these tests.
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Legislation, Regulations and Policies
New Brunswick has specific labelling and packaging requirements that are governed by both Federal and Provincial legislation, with ANBL having some additional requirements related to Corporate Social Responsibility.
ANBL requires suppliers to follow the Social Responsibility Guide for Product Listing, which outlines these specific requirements.
Packaging details can be found in the ANBL Product Life Cycle Management Manual, which provides information on both Federal and Provincial packaging requirements.
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The NBCLA provides clear guidelines for marketing and promotion policies in New Brunswick, which vary depending on the type of permit held.
Licence holders must consult and comply with the Act before undertaking any advertising or marketing of liquor in the province.
ANBL promotes responsible consumption of alcohol and complies with the Canadian Code of Advertising Standards and the New Brunswick Liquor Control Act Advertising guidelines.
The ANBL's annual In-Store Merchandising Program Guide provides guidance to suppliers and partners who advertise in ANBL stores or at ANBL hosted events.
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