NLC today announced an updated brand that represents the full scope of the corporation’s responsibilities and services across the province, while fulfilling its mandate to oversee the responsible importation, sale, and distribution of beverage alcohol and cannabis. The modernized identity is designed to bring greater clarity and consistency across its operations.
“NLC’s responsibilities have evolved and expanded over the years, and it was time for us to bring everything together in a way that feels clear and familiar to our customers and the communities we serve,” said Bruce Keating, NLC President and CEO. “By aligning the look and feel across our operations, we’re making it easier for people to recognize us and know what to expect, wherever or however they engage with us.”
All facets of NLC’s operations will now share a unified look and feel under a single brand identity, including NLC’s corporate Liquor Stores (27) and agency stores (140+), along with its Manufacturing division, which produces well known products such as Screech Rum, and its Regulatory Services division, which oversees beverage alcohol and cannabis regulation.
NLC will roll out the updated brand across the province in a phased approach. Customers and the public will see immediate updates to NLC’s digital channels including its websites and social media platforms, with updates to signage and materials taking place over time and as part of regular replacement schedules.
“Fiscal responsibility has guided every step of this update and will continue to do so as we roll out the new brand,” said Keating. “Much of NLC’s corporate retail signage was already scheduled for replacement, providing an opportunity to modernize the brand in a cost-effective way while continuing to deliver quality, reliable service to our customers and the public.”
NLC’s newest store in Churchill Square, which held its official opening today, is the first store to feature the updated brand. As the brand is phased in across the province, customers can continue to rely on the same quality service, now presented through a clearer and more consistent brand they can easily recognize.
NLC is a Crown Corporation of the Government of Newfoundland and Labrador with responsibility through the Liquor Corporation Act, the Liquor Control Act, and the Cannabis Control Act for the importation, sale, distribution and management of beverage alcohol and cannabis.
NLC is one of the province’s largest retailers, oering over 4,000 products annually from more than 20 countries. Its extensive retail distribution network includes 27 corporate Liquor Stores, over 140 agency stores, more than 550 Brewer’s Agent outlets, and approximately 1,300 licensed establishments including restaurants, lounges and other licensees.
In addition to alcohol, NLC regulates and distributes to 59 licensed cannabis retailers and operates a secure online platform for legal cannabis purchases at shopcannabisnl.com
NLC runs a 77,000-square-foot distribution centre as well as a manufacturing facility which specializes in blending, bottling, and canning, exporting products to over 30 countries.
All profits from NLC are returned to the Government of Newfoundland and Labrador to be reinvested in the province by funding key public services. Through every product, partnership, and service, NLC is committed to earning public trust and delivering lasting value to Newfoundland and Labrador.