PEILCC Annual Report 2025

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 2023-2024

Target 2024-2025

Actual 2024-2025

% of Target 2024-2025

Target 2025-2026

PERFORMANCE MEASURES

Number of ID Checks as a % of transactions

10.74% 10.0% 9.77% 97.7% 10.0%

Licensee Compliance Rate

99.6%

95%

98.7% 103.9% 95%

Number of Inspections Conducted

3,267

3,100

3,539

114.2% 3,200

% of Sanctions without Adjudication

99%

100% 96.8% 96.8% 100%

PERFORMANCE HIGHLIGHTS In 2024, the PEILCC was mandated to develop a plan to allocate 3% of the combined net profits of PEILCC and PEICMC towards social responsibility initiatives, beginning in the 2024-2025 fiscal year. This commitment resulted in contributions of $600,092 from the PEILCC and $213,666 from the PEICMC, for a total of $813,758. Through this funding, the PEILCC partnered with the PEI Community Fund to provide $150,000 in grant support aimed at promoting healthy behaviors related to alcohol consumption and reducing potential alcohol-related harms. Additionally, $150,000 was provided to the Department of Health to evaluate the effectiveness of current social responsibility spending on influencing liquor consumption behaviors and to make recommendations for improving the impact of these initiatives. The PEILCC also made donations to a range of important community efforts, including MADD Canada, social responsibility radio campaigns, safe ride programs, UPEI, and Holland College. 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: 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 continues its support of MADD Canada’s Multi-media School Assembly Program during the 2024-2025 school year. This year saw thirty one presentations of a new 45 minute short film, One Last Dance/ Une Dernière Danse, presented in both English and French in twenty nine schools across the province. The Commission continues to support the efforts of MADD Canada through the 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 holiday season as well as the annual PEI Spirits Festival and PEI Wine Festival.

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PEILCC 2024-2025 Annual Report