NB Liquor says it is extending their “53 Days of Summer Savings” beer promotion until the Thanksgiving weekend.
The promotion is designed to keep consumers from crossing the provincial border to buy cheaper beer in Quebec.
Shoppers can get four 15-can cases of beer for $75 - a $37 savings.
"It’s great because that’s what we need is to be competitive cross border, on both sides," says one Fredericton resident.
NB Liquor didn't have to hear that reaction to realize the promotion has been a success.
Since July 14, NB liquor has sold $15.2 million worth of the beer that's included in this promotion, which works out to 870,000 cases sold.
NB Liquor told CTV News they've been in constant communication with the participating brewers involved in the promotion.
However, some people are concerned about how this promotion impacts the local brewers in New Brunswick.
“The real issue here is that the price of beer is too high in New Brunswick, and so that's what this is doing. It's not helping the local brewers who we have here in New Brunswick,” says PC MLA Brian MacDonald. “Not even Moosehead, certainly not Picaroons and other brewers. We need a program that's going to help our local brewers get better.”
Moosehead, which is included in this promotion, told CTV News in July that there was a significant risk that this promotion could impact their bottom line.
CTV News reached out to Moosehead on Tuesday for an update to see if this held true, but they didn't respond.
With files from CTV Atlantic’s Laura Brown.
