PEILCC Annual Report 2025-2026

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.

% of Target 2025 - 2026 84% 104.7% 96.6% 100%

Actual 2024 - 2025 9.8%

Target 2025 - 2026 10.0% 95% 3,200 100%

Target 2026 - 2027 10.0% 95% 3,200 100%

Actual 2025 - 2026 8.4% 99.5%

PERFORMANCE MEASURES

Number of ID Checks as a % of transactions Licensee Compliance Rate

97.7% 3,539 100%

3,091 100%

Number of Inspections Conducted % of Sanctions without Adjudication

PERFORMANCE HIGHLIGHTS

The PEI Liquor Control Commission (PEILCC) is required to dedicate 3% of the combined net profits of the PEILCC and PEI Cannabis Management Corporation (PEICMC) to social responsibility initiatives. In fiscal 2025-2026, this commitment generated contributions of $524,366 from the PEILCC and $223,870 from the PEICMC, for a total investment of $748,236. Through these funds, the PEILCC partnered with the PEI Community Foundation to provide $150,000 in grants supporting programs that promote healthy behaviour as it relates to alcohol consumption, helps reduce alcohol-related harms, promote community safety and the overall responsible use of alcohol. To ensure broad provincial access to funding, the grant program was divided equally, with $75,000 allocated to rural communities and $75,000 allocated to urban communities. An additional $150,000 was provided to the Department of Health and Wellness to support evaluation and future planning related to the Less is Best campaign and the broader Alcohol Strategy Project. The funding supported targeted television, streaming, and digital advertising, while advancing key alcohol harm reduction and youth prevention initiatives, including the exploration of Minimum Unit Pricing (MUP) and implementation planning for the PreVenture youth prevention program. The PEILCC also supported a variety of community-based organizations and programs, including MADD Canada, social responsibility radio campaigns, safe ride initiatives, and the University of Prince Edward Island and Holland College’s Keep It Social Program. Throughout the year, the PEILCC delivered targeted responsible-use messaging through local media, social media channels, event signage, and displays in strategic locations across the province. Promoting the responsible use of alcohol remains a key priority for the PEILCC. This is achieved through responsible-use messaging, and ongoing staff education initiatives. The GoEasy campaign was launched this year as part of a refreshed social responsibility initiative aimed at promoting responsible consumption. The slogan, "GoEasy – Make Informed Choices When Consuming Alcohol and Cannabis," was introduced at the Cavendish Beach Music Festival in July 2025. Since its launch, the message has been incorporated into a variety of promotional and awareness channels, including billboards, branded merchandise, and advertising campaigns, helping to reinforce responsible consumption messaging across the province. Key programs include ID training for PEILCC retail and agency store employees, as well as the Check 30 identification program.

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