Doug Ford announces $1 beer by Labour Day weekend

Glasses of beer are seen in this undated

Glasses of beer are seen in this undated

News of buck a beer's return was met with concern from safety groups and criticism from the opposition parties.

Barley Days Brewery General Manager Kyle Baldwin says they hope to be offering a case of 24 beers for $24 soon. "We're bringing back buck-a-beer to Ontario".

To encourage the province's breweries to lower their prices, Ford launched the 'Buck-a-Beer Challenge'.

"We were elected on a promise to reduce red tape and put the people first", said Ford while making the announcement at Barley Days Brewery today.

What it will mean is that the government will offer "non-financial incentives" to brewers who sell beer for $1.

Starting August 27, the minimum price floor for a bottle or can of beer, below 5.6 per cent alcohol volume, will be $1.00.

"We were just trying to find something that was going to spark curiosity in our brewery again and I thought this was a great opportunity".

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The current Progressive Conservative government has said going back to the old price would also increase competition in the beer market, without affecting the province's revenues from beer and wine taxes. "You couldn't be more tone deaf on this subject".

Soberman explained to Global News that not all brewers will take on the "challenge" - especially not companies with pricier products.

Up until 2008, the minimum price for a beer was $1 until the provincial Liberals raised it to $1.25.

To provide incentives for brewers to lower their prices, the government is creating what it calls the buck-a-beer challenge, which will provide participating breweries with incentives at the provincially-owned LCBO stores.

The current minimum price will drop from $1.25 to $1, according to the Premier. Ford campaigned on the idea of lowering beer prices with the catchy slogan.

Even a brand like Laker, which once prided itself on its $1-a-bottle price point, is retailing at $1.95 for a 473 ml can. "It was hard for us to make beer anywhere less than $2 per short can in costs alone", he said in an open letter to the government. "Here we have a premier who is cutting income to the very poorest amongst us as a priority, and at the same time subsidizing buck-a-beer", referring to the recent cancellation of the basic income pilot program.

Toronto's The People's Pint, which has a logo that looks like a pint of beer in a glass that replaces the old Soviet Union's communist hammer and sickle, tweeted: "Our brewery will not be joining this #buckabeer race to the bottom".

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