Social Responsibility

Social responsibility is at the heart of the Prince Edward Island Liquor Control Commission (PEILCC). As a crown corporation, the PEILCC is mandated by the Liquor Control Act to control the sale of beverage alcohol in Prince Edward Island. This means promoting responsible drinking and more importantly it means keeping beverage alcohol out of the wrong hands.

Responsible retailing starts in-store with PEILCC employees diligently checking customers for valid identification. Externally, advertising and social marketing techniques are used to build awareness of various matters including Canada’s Low Risk Drinking Guidelines, binge drinking, buying for minors, fetal alcohol syndrome disorder and planning ahead to get home safely. The PEILCC endeavours to strike the balance between fulfilling its social mandate and giving Islanders a great experience shopping for the beverages that enhance their social occasions.

HOST – A Guide for Responsible Entertaining

To help you plan and host event that are stress free and enjoyable for you and your guests, the Prince Edward Island Liquor Control Commission is updating the HOST booklet with all the ingredients for more successful and memorable entertaining. These hosting tips are meant to help take some of the guesswork and headaches out of planning a great party.

Low Risk Drinking Guidelines

Did you know that Canada has a set of low-risk drinking guidelines? Developed through an expert scientific advisory process coordinated through the Canadian Centre on Substance Abuse (CCSA), these guidelines provide Canadians who choose to drink with key information to help them make informed drinking choices that support a culture of moderation.

When it comes to alcohol and health, and to guiding men and women about limiting risk, we look to expert organizations like CCSA and the Centre for Addiction and Mental Health (CAMH). The guidelines include daily and weekly limits for men and women, special occasions, circumstances when no alcohol is the best choice (such as during pregnancy) and key information about why the best choice for youth is to delay drinking until they’ve reached the legal drinking age.

For more information on Canada’s Low Risk Drinking Guidelines visit

LRDG Brochure

Keep It Social


A partnership between the PEI Liquor and Atlantic Canadian universities, Keep It Social is all about helping students make responsible decisions when it comes to alcohol. Led by students and guided by the PEI Liquor, Keep It Social is a long-term initiative designed to address and reduce high-risk consumption. Now in its third year, Keep It Social is tackling the false perceptions many students have about how much alcohol their peers consume.

As well as getting the message out on campuses, offers students tips and advice on how to make the right decisions when they’re planning a night out.

The PEILCC and the Department of Athletics and Recreation announced the second phase of UPEI’s version of the program in November 2016. Since that time, and digital signs have been placed at the UPEI Chi-Wan Young Sports Centre and MacLauchlan Arena, and branded promotional products like “cheering clappers” have been distributed to fans at games.

In January 2017, UPEI appointed several student-athletes as Keep It Social ambassadors who will lead spreading the message about high-risk alcohol consumption among UPEI students. Also, in partnership with PEILCC, Coach Atlantic, KKP, and UPEI designed a bus wrap that will put focus on the campaign while student-athletes travel throughout the Maritime Provinces to their “away” games.

Check 30 Program 2015

The Prince Edward Island Liquor Control Commission (PEILCC) is committed to keeping alcohol out of the hands of minors and, since January 2015, has used Check 30 to help promote and ensure the responsible sale of alcohol.

This program applies to both our corporate retail and liquor agency locations, which requires verifying identification for all customers who appear 30 years of age or under.


The Prince Edward Island Liquor Control Commission (PEILCC) is pleased to continue its support of Mothers Against Drunk Driving (MADD Canada) and its work on impaired driving prevention in Prince Edward Island. High school students across the province are learning about the dangers and consequences of impaired driving through MADD Canada’s School Assembly Program and the continued support of PEILCC.

The School Assembly Program is a compelling film that mixes fiction and real-life victim testimonials. The film “24 Hours” is expected to reach more than one million students across the country this year, empowering them to make responsible choices and not drink and drive.

“24 Hours” is a powerful dramatization about the tragic consequences of impaired driving as depicted by a group of youths who attend a bush party. The video ends with testimonials from real-life victims who share their heartbreaking stories with the audience.

To view a trailer of “24 Hours,” click here.

Fetal Alcohol Spectrum Disorder (FASD)

Did you know that the safest and best choice a woman can make is not to drink any alcohol during pregnancy?

Drinking during pregnancy can cause a range of permanent birth defects and brain damage to a baby, known as Fetal Alcohol Spectrum Disorder (FASD). Research has not shown that there is a safe time, amount, or type of alcohol to consume during pregnancy. A baby’s brain is developing throughout pregnancy. The safest choice during pregnancy is no alcohol at all. In fact, it’s best to stop drinking if considering or trying to become pregnant.

FASD Brochure

Guide to Refusing Service 

The Guide to Refusing Service drives home a message that there are some customers who just can’t be served in Prince Edward Island Liquor Control Commission (PEILCC) stores. Don’t be fooled by this light-hearted approach. It’s serious and just another way the PEILCC makes sure beverage alcohol is enjoyed responsibly. Any customer who is unable to provide valid government issued photo ID or appears to be under the influence will not be served in a PEI Liquor store.

Don’t Buy for Minors

The majority of alcohol consumed by minors is obtained by a sibling or friend who is of legal age or the alcohol has been taken from home without permission.

Buying alcohol for minors isn’t a favour – it’s a crime. This crime is punishable under the law and is just not the right thing to do. The Prince Edward Island Liquor Control Commission (PEILCC) is dedicated to keeping beverage alcohol out of the hands of minors, and you can help us make sure it doesn’t happen. You are encouraged to be part of the solution and protect young people from harm by saying ‘no’ if anyone under 19 years of age approaches you to buy alcohol for them.