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Low Spirits

Page 4 of 4

Competition with the LRS stores is already forcing the LDB to do a better job reaching customers and providing customer service. That means better stores, better promotions, and a better selection.

Helie and Westcott believe that they can work within the system provided that the people in it are motivated to run the industry for the benefit of the customer.

"Our industry is offering a broader array of products, and has invested huge money to advertise brands and to the make the public excited about them. We want to be sure when they go to the store to buy these products, it’s not a bad experience," Westcott says.

If the B.C. government helps Spirits Canada to level the playing field, Spirits Canada says it will increase its investment in the province by putting more sales people on the road, increasing advertising and promotion budgets, and supporting events wherever possible.

"We haven’t been able to do that in the past making 16 cents on every dollar," Westcott says.

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