Buck-a-beer will be available by Labour Day weekend — and brewers who get on board will get free promotions in LCBO stores, Premier Doug Ford announced Tuesday.

Speaking at a brewery in Picton, Ford said “the day you’ve been waiting for is finally here. We’re bringing back buck-a-beer to Ontario,” as promised during the election campaign.

He said by Aug. 27, brewers will be able to drop the minimum beer price from $1.25 back to $1 for beer that has less than 5.6 per cent alcohol volume.

The move is voluntary for the province’s 260 brewers, and has raised questions about how many will actually implement the lower price given higher costs since beer was last allowed to be sold at $1 — a decade ago.

Ford said that throughout the year, brewers who do drop prices will be eligible for time-limited discounts, ads in LCBO flyers and in-store promotions such as end-of-aisle features or extended shelves.

And, he added, “the respect and appreciation they will get from consumers will be priceless.”

Read more: Craft brewers turn down Doug Ford’s buck-a-beer plan

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Finance Minister Vic Fedeli said there are no financial incentives from the government and the tax portion of the cost of beer is not being reduced.

However, NDP Leader Andrea Horwath, speaking to reporters at Queen’s Park, said there is a cost to the province and that LCBO promotions do “have monetary value.”

The opposition leader also questioned why Ford is cutting planned welfare rate hikes and the basic income pilot project and focusing on buck-a-beer.

His priorities, she added, “are completely mixed up.”

In the legislature, Deputy Premier Christine Elliott said the Progressive Conservatives were “elected on a promise to reduce red tape and to put the people first. That includes the promise we made to bring buck a beer back to Ontario...

“Buck-a-beer is part of the government’s commitment to transforming alcohol retailing in Ontario, which includes expanding the sale of beer and wine to convenience stores, grocery stores and big-box stores.”

She later told reporters that as health minister she will be “issuing reminders to people that even though you may get a beer for a buck, it doesn’t mean you need to consume more of it.

“You may be able to buy it more inexpensively, but you still need to be cautious and responsible with your intake.”

Green Party Leader Mike Schreiner accused Ford of trying to “distract Ontarians with his campaign slogans and back-of-the-napkin policy ideas while people suffer the real consequences of his ‘cut first; think later’ agenda.”

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“... Is this the premier’s priority? Does he think reducing beer prices will solve the real problems facing this province?”

Ford made the announcement in Prince Edward County along with Fedeli and and Todd Smith, minister of government and consumer services.

The “floor” or minimum price for beer was last set at $1 from 2005 to 2008. Draft beer and ciders are not included.

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