PEILCC Annual Report 2024

STRATEGIC TARGET • CORPORATE SOCIAL RESPONSIBILITY

STRATEGIC TARGET In partnership with community groups and suppliers, the PEILCC will strive to raise public and staff awareness of the responsible use of beverage alcohol. CORPORATE OBJECTIVES 1. Enhance our reputation as a socially responsible corporate citizen. 2. Build corporate social responsibility into all areas of our business. 3. Regulate the consumption of beverage alcohol throughout the province in a fair and responsible fashion.

Actual 2022-2023

Target 2023-2024

Actual 2023-2024

% of Target 2023-2024

Target 2024-2025

PERFORMANCE MEASURES

Number of ID Checks as a % of transactions

11.58% 10.0% 10.74% 107.4% 10.0%

Licensee Compliance Rate

99.4%

95%

99.6% 104.8% 95%

Number of Inspections Conducted

2901

3,050

3,267

107.1% 3,100

% of Sanctions without Adjudication

100%

100%

99%

99%

100%

PERFORMANCE HIGHLIGHTS

The PEI Liquor Control Commission continues to promote the responsible use of alcohol by offering products that are socially responsible and incorporating responsible messaging into product promotions. Ongoing responsible use activities include: Challenge and Refusal Initiative, ID Training for PEILCC corporate retail and liquor agency staff and the Check 30 ID Program. A variety of targeted responsible use messaging was promoted throughout the year, using local media outlets and social media platforms, as well as signage at various events and in select areas across the province. The Prince Edward Island Liquor Control Commission continued its support of MADD Canada’s Multi-media School Assembly Program during the 2023-2024 school year. This year marked the return to in-school presentations post COVID-19 and saw 20 presentations of the English language Final Play and the French language version Détour 2 , take place in schools across the Island. New this year, Island schools were offered more than one film choice. In addition to last year’s Final Play, No Tomorrow and Over the Edge were available in English, with Le Pacte Précipte included as a second option to Détour , which was also presented to French students last year. The Commission continues to support the efforts of MADD Canada through support of campaign 911 and the in-store retail ice program available in a number of corporate retail outlets. The commission continued to promote safe rides featuring ride share provider KARI. This year promotional discounts were available during the annual PEI Spirits Festival as well as generally during the holiday season. New at-cash fundraising began in October 2023, encouraging customers to round up their purchase in order to generate funds in support of a variety of charities. This initiative generated over $134,000 for a different cause each month including Canadian Mental Health Association, P.E.I., Diabetes Canada, Santa’s Angels, Alzheimer’s Society (PEI Chapter), Heart and Stroke Foundation PEI and the Upper Room Hospitality Ministry.

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PEILCC 2023-2024 Annual Report