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The Ontario government says it will offer “non-financial incentives” to brewers who sell their beer for $1 once the province’s buck-a-beer plan is in place later this month.

Premier Doug Ford says participating businesses will be offered prime spots in Liquor Control Board of Ontario stores, or advertising in flyers or inserts, among other possible rewards.

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Speaking at a brewery in Picton, Ont., on Tuesday, the premier said the program, which was one of his promises during the spring election campaign, will not cost taxpayers anything.

“Nobody is being forced to lower their prices and there will be no subsidies or tax handouts,” Ford said, calling the move a “win-win.”

Asked whether he was concerned that cheaper beer might contribute to substance abuse and other harms, Ford said he trusts Ontario consumers to make smart choices when it comes to alcohol, regardless of the lower price.