Responsible Choices

As a responsible retailer, we are dedicated to ensuring our customers are well educated about how to enjoy our products safely. Our initiatives include in-store campaigns to raise awareness on responsible use topics, producing materials to provide more information about the risks of over consumption and working with law enforcement and community service organizations to provide support and information.

Drinking Responsibly

Many people associate messages such as Don't Drink and Drive and activities such as refusing a sale to minors as the only focus in the campaign for responsible drinking. NLC's commitment to responsible drinking goes much further than this. We have established minimum pricing for beverage alcohol sold in licensed establishments, carry low alcohol beer and wine choices in NLC Liquor Stores and incorporate responsible consumption messaging into all of our Corporate activities.

In promoting responsible drinking, NLC has also looked at the pairing of food and drink choices. If a person is offered food choices along with alcoholic beverages, it can slow down or reduce their consumption of the drink. Moderation is key. Click Here for more tips on Responsible Hosting.

Many of our provincial advertising activities are also designed to promote responsible drinking. The messages in these advertisements are often specific to events and activities associated with the time of the year such as Don't Drink and Snowmobile in the winter and Don't Drink and Boat in the summer.

NLC's Responsible Choices Program

In April 2015, the NLC launched a new Social Responsibility program, "Responsible Choices". Local high school students, law enforcement officials and many advocacy groups were in attendance to view and participate in a series of strategically controlled tests designed to show the deadly consequences of driving while impaired. Each activity required participants to wear goggles that emulated various degrees of impairment, and subjects were asked to perform a variety of tasks including: opening a pad lock with a key; throwing/catching a tennis ball; walking a standard sobriety line; and operating a mobile cart through a series of pylons and traffic signals.

  Fact Sheet

Don't Drink and Drive Don't Drink and Drive
"The Responsible Choices program has been developed and customized by our dedicated staff here at NLC," said NLC President & CEO Steve Winter. "Its purpose is immediately understood and helps people to see and experience first-hand the dangers created by impaired driving."

The Newfoundland Labrador Liquor Corporation is committed to promoting the message of Don’t Drink & Drive. Watch for our Responsible Choices program team this summer as they travel across the island!

Alcohol & Pregnancy Awareness

As part of our commitment to public safety and the responsible use of alcohol, the Newfoundland Labrador Liquor Corporation actively educates employees and the public about the risks of alcohol use during pregnancy and has partnered with the Fetal Alcohol Spectrum Disorder Newfoundland and Labrador Network (fasdNL) on a campaign to raise awareness of Fetal Alcohol Spectrum Disorder.

fasdNL Cheque


Mothers Against Drunk Driving (MADD)

A long-time supporter of MADD Canada’s mission and programs, NLC currently hosts 15 charity ATMs in its stores and carries the MADD Virgin Drinks line of products. A portion of the service fee and sales proceeds, respectively, go to MADD Canada. As a Provincial Sponsor of MADD’s School Assembly Program, NLC makes it possible for MADD Canada to deliver 30 presentations to schools throughout the province annually. This program brings high-energy drug and alcohol impaired driving awareness and risk reduction messaging to the world of education.

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Check 25 - Ensuring Only the Right People are Served

All of our Corporate Liquor Store and Liquor Express Store staff are trained to provide service to those who can legally consume alcohol. Customers are asked to show government issued identification if they appear to be under the age of 25 years. Our staff will refuse service to those who appear intoxicated or who are suspected of purchasing for those who are intoxicated or underage. We take these measures to ensure that beverage alcohol is sold only to those who consume it legally and responsibly.

Royal Newfoundland Constabulary Check-Point Program

As a retailer and a regulator of beverage alcohol, NLC is charged with ensuring products are sold and served in a responsible manner. However, our role doesn't end there; we are committed to partnering with law enforcement agencies to support their efforts during long weekends and holidays and creating awareness of zero tolerance for drinking and driving.

NLC's President's Awards

NLC’s President’s Award was designed to honor those special companies, organizations, individuals and employees that go beyond talk and whose commitment and actions sets them apart from their competition.

Once again this fall, awards will be presented to NLC employees, as well as members of the public and/or groups who continually demonstrate great social responsibility. Nominations are now open! Please visit to submit your nomination today!

Best Bar None

Best Bar NoneNLC is in the planning stages of implementing the Best Bar None program in Newfoundland and Labrador. Originating in the United Kingdom, the objective of this program is to educate licensees and provide them with an incentive to improve their operation standards – to date, more than 100 Best Bar None programs are operating in the U.K. and similar programs have seen great success in British Columbia, Alberta and Ontario. NLC is working with the George Street Association to develop a pilot Best Bar None program in St. John’s with a province-wide rollout to follow at a later date. STAY TUNED!

The Home Bartending Challenge

Being a responsible host means making sure everyone has an enjoyable time and gets home safely. One way to help ensure this is to serve in moderation. Did you know, for example, that a standard drink contains 13.6 grams of alcohol? Knowing the standard measurement and what it looks like in a glass can help prevent guests from over-drinking, and instead enjoy in moderation at your next get together. Use this simple Flash-based game to learn how to perfect pour and become a "Pour Master" with beer, wine, spirits and coolers.

It's Good Business - Responsible Alcohol Service

It's Good BusinessNLC is a proud supporter of the "It's Good Business" Responsible Alcohol Service program. This program educates servers and changes views of alcohol service in the tourism/hospitality industry. To learn more please visit Hospitality Newfoundland and Labrador's website at