NB Liquor has brewed up a new promotion in an effort to keep beer lovers from crossing the border into Quebec.

Starting Thursday, customers who buy four 15-packs of participating beer brands will only have to shell out $75 – for a savings of $37 – which is comparable to what they would pay in Quebec.

“I think it’s great,” says customer Shyanne McWilliams. “I think it’s fair that we have equal prices with Quebec.”

Quebec beer prices have been on the minds of many in New Brunswick after a court ruling in April found that limits on cross-border alcohol imports were unconstitutional.

Mark Barbour, a spokesman for NB Liquor, says the summer promotion is an extension of another promotion, which includes the same brands of beer.

Moose Light is among the participating brands, after Moosehead was approached by NB Liquor about the promotion a month ago. But the vice-president of sales at Moosehead says the company is taking a risk by participating in the promotion, because of the potential for falling profit margins due to the price cut.

However, Trevor Grant says not taking part in the promotion isn’t really an option, if the company wants to stay competitive.

NB Liquor customers say they’re happy about the promotion and the added incentive of keeping their beer money in the province.

“I believe it’s important to keep the prices competitive,” says Chris Yockey. “It’s important to the consumer, for sure.”

“When you buy beer here you’re supporting to local brewery and the union, and the taxes help pay for our medicare system and stuff, so, no, I believe it buying local,” says Kim Horncastle.

NB Liquor says the promotion will run until Sept. 4.

With files from CTV Atlantic's Nick Moore