Social Responsibility

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 like 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 regulate 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

To demonstrate the dangers of impaired driving in the safest possible manner, NLC created “The Responsible Choices Program”. Through this program, participants will experience the potentially deadly consequences of being impaired, while they are sober and safe, by working their way through a series of strategically controlled tests.

Each activity requires participants to wear goggles that emulate various degrees of impairment while performing a variety of tasks including: opening a pad lock with a key; throwing/catching a tennis ball; walking a standard sobriety line; and driving a mobile cart through a series of pylons and traffic signals.

The Responsible Choices Program gives young and old alike a safe and effective way of understanding the choices they make and the dangers of not being in full control of themselves. The participants experience going from operating with 100% control to having none at all. It becomes a truly effective way of reinforcing the 'don't drink impaired' message by demonstrating what it feels like and how dangerous it can be. Research has shown that those who learn from hands-on experience retain more than those who learn from just listening, or listening and seeing.

Newfoundland Labrador Liquor Corporation is committed to helping people understand that their choices have consequences and there is only one choice and that is the Responsible Choice.

Alcohol & Pregnancy Awareness

As part of our commitment to public safety and the responsible use of alcohol, NLC actively educates employees and the public about the risks of alcohol use during pregnancy and supports the Fetal Alcohol Spectrum Disorder Newfoundland and Labrador Network (fasdNL) in its efforts to raise awareness of Fetal Alcohol Spectrum Disorder.

Mothers Against Drunk Driving (MADD)

NLC is a long-time supporter of MADD Canada’s mission and programs. As a Provincial partner of MADD’s School Program, NLC makes it possible for MADD Canada to deliver 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.

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.

RNC / RCMP 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 Leadership Awards

NLC’s Leadership Award is designed to honor those special companies, organizations, individuals and employees whose commitment and actions sets them apart. Each year, awards are presented to NLC employees, as well as members of the public and/or groups who continually demonstrate great social responsibility. Past winners include:

  • Allan Hawco
  • Bill Mahoney
  • Mark Wilkoff (First Step)
  • Newfoundland Labrador Construction Association
  • Courtney Clarke
  • Lauren Pearcey

Best Bar None

NLC 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!

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Serve Responsible NL

NLC is a proud partner of Hospitality NL’s Serve Responsible NL program. This program offers learners a complete package of information from the responsible service of alcohol to the safety of guests in liquor establishments. To learn more please visit Hospitality Newfoundland and Labrador's website at

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.