“In its continuing efforts to eliminate underage drinking, the Prince Edward Island Liquor Control Commission is pleased to announce it will be implementing a province-wide CHECK 25 Program in our liquor stores,” announced Minister Mike Currie, Minister Responsible for the Liquor Control Commission. The program will promote the fact that if an individual looks under the age of 25 years old they may be asked for proper identification prior to being served.
PEILCC is a Crown Corporation, responsible for the administration of the PEI Liquor Control Act and Regulations, along with the purchase, control, sale and responsible use of all beveraged alcohol in the province of Prince Edward Island, realizing annual sales approaching $75 million and with revenues to the Province of over $30 million. Through the implementation of the CHECK 25 Program, the Commission can enhance an existing obligation it has as beveraged alcohol retailers, to ensure that only customers of legal age can make purchases. PEILCC staff are trained to refuse service to anyone who cannot provide valid ID. In fiscal 2005-06, store staff challenged more than 45,000 individuals for identification and refused to serve nearly 3,000 people. The Commission has drawn up guidelines to assist staff in identifying and dealing with underage individuals.
“We have been asking individuals for ID for years. Actively promoting our responsibility through this program is a way to let our customers know that, if they look like they are under 25 years old, they should have their ID ready at the check out,” commented Wayne MacDougall, CEO of the Liquor Control Commission. “Staff will wear pins to advertise the program and a poster campaign will be initiated to raise the awareness level of our customers. Age 25 is widely used as a judgement point in asking for identification right across Canadian liquor jurisdictions and in the U.S. as well.”
The program will be in place by Monday, August 14, and will be a common practice when students return to universities and colleges this Fall.