Michael Pinkus takes a short pause from his usual wine reviews (and decrying the LCBO for their stone-age approach to selling wine) to throw some scorn at the foreign-owned multinational oligopoly that runs our beer retail business in Ontario:
Not sure which [of the two TV ads] I object to more, the lies of the first or the total misrepresentation of variety store owners in the second. The biggest lie to me in #1 is the implication of impeccable customer service: the visual of a beer store employee (Glenn Howard) showing a customer to her beer selection (can woman not find the beer they are bringing home to their man on their own? Is that another implication here?) or is he giving a recommendation of what beer to serve? Either way it’s a complete falsehood: I have been to plenty of Beer Stores in my day and NO ONE HAS EVER ‘showed me’ to the beer I was looking for, in fact, Beer Store employees are some of the surliest bunch in the customer service world, second only to LCBO and Home Depot staff for the most un-helpful in retail.
Ad #2 makes variety store owners look complacent in the act of minors buying alcohol in their stores, the only thing the Beer Store did not do was put an ethnic minority behind the counter (that should be your first clue that the Beer Store is out of touch with corner stores) … But seriously what a load of absolute garbage that ad is. I was thinking that a good acronym for the Beer Store is “The B.S.” which is exactly what they are peddling to the public with their ads and “beer facts” campaign … hopefully you see right through it: all they are trying to do is protect their bottom line through the guise of social responsibility. Heck the LCBO has been using that excuse for years and look at the monopoly they’ve built.
When it comes to the illegal sale of booze to minors, no one is protected more than the liquor store employees of this province. First, both LCBO and Beer Store employees are protected by unions, so if they were to sell to minors that employee would continue to keep their job. A sting by reporter David Menzies for SunMedia proved that not only can minors get alcohol at the LCBO but nothing befell the employees who sold to that minor.
On the other hand, a variety / corner store would face harsh penalties, stiff fines and I am sure the loss of their license to sell booze and quite possibly lose their store, their livelihood, everything they’ve worked for – not to mention the civil lawsuit that might be a consequence of their actions. Most variety store owners are hardworking, law abiding people who work long hours in their own stores, and usually rely on their family members to help out. They aren’t about to give up their way to make a living to sell a couple extra bottles of Blue to 15-year-old Joey Ripkin. Now, I’m not saying there aren’t any rotten eggs in the basket, but you’ve had LCBO workers sell booze out the back door of stores and warehouses and clerks sell to friends – there’s always someone who takes advantage of the system, but to paint them all with this absurd brush is clearly ridiculous. The BS the Beer Store is pushing is practically see-through.
The loss of one’s business and livelihood is a bigger price to pay than the slap on the wrist a Beer / LCBO store employee would see.