What Manitoba Liquor Mart does

Manitoba Liquor Mart is the retail arm of Manitoba Liquor & Lotteries, a Crown corporation wholly owned by the Province of Manitoba, and serves as the province's statutory retailer of alcoholic beverages. The business operates multiple physical storefronts across Manitoba supplemented by an e-commerce platform offering home delivery, click & collect, and dedicated Brandon home delivery. The product portfolio spans six core categories — beer, spirits, wine, ready-to-drink beverages, dealcoholized products, and accessories — with curated sub-lines organized by special attributes such as lower alcohol, Fairtrade, organic, gluten free, and kosher. Pricing follows standard unit retail pricing, with all sales subject to provincial sales tax, goods and services tax, and (effective July 1, 2026) refundable container deposits on relevant beverage categories.

Revenue is generated transactionally through retail markups on alcohol sales, with promotional mechanics including Hot Buy discounts, Limited Time Offers, Last Chance, Buy Now, and rotating Cocktail of the Month and Patio Pairings campaigns. GTM is direct-to-consumer across both in-store and online channels, supported by organic social media (Facebook, Instagram), an email newsletter (Sip N Savour), flyer-driven promotions, and in-store educational events and cocktail courses. The customer base consists of adult Manitoba residents purchasing for personal consumption, entertaining, and gifting, with no enterprise or B2B accounts disclosed. The go-to-market is a horizontal retail segmentation model, with growth optionality limited to incremental assortment expansion (notably dealcoholized) and digital channel penetration rather than geographic expansion outside the province.

Name

Manitoba Liquor Mart

Legal name

Manitoba Liquor & Lotteries

Website

https://liquormartsonline.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Manitoba Liquor Mart is the provincial Crown corporation retailer of alcoholic beverages in Manitoba, Canada, operating multiple physical storefronts and an online shop with delivery and click & collect across beer, spirits, wine, ready-to-drink, and dealcoholized categories for adult consumers.

Ownership category

akta.pro rank

Product category

Alcoholic Beverage Retail

NAICS

Beer, Wine, and Liquor Retailers (44532)

akta.pro primary industry

Liquor Stores (General Off-Premise) (CRANAAAA)

akta.pro secondary industries

Beer Retail (Bottle Shops & Beer Merchants) (CRANABAC), Liquor Stores (Off-Premise Spirits Retail) (CRANABAA), Craft Beer Retail & Bottle Shops (Off-Premise) (CRANAAAC)

Keywords

• Liquor retail
• Alcoholic beverages
• Wine and spirits
• Beer sales
• Provincial liquor store

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Alcohol Sales: Revenue generated from direct retail sales of alcoholic beverages including beer, spirits, wine, ready-to-drink beverages, dealcoholized products, and accessories. Sales occur through physical retail stores and online e-commerce platform. Transaction-based model with prices subject to PST, GST, and container deposits.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Manitoba Liquor Mart is the provincial retail arm of Manitoba Liquor & Lotteries, selling beer, spirits, wine, ready-to-drink beverages, dealcoholized products, and liquor accessories through a network of physical Liquor Mart stores across Manitoba and an e-commerce platform offering home delivery and click & collect. It also runs value-added services such as a cork recycling program, gift card management, wine-by-the-case discounts, and in-store courses and tasting events.

Product overview

Manitoba Liquor Mart is a provincial liquor retail operation under Manitoba Liquor & Lotteries, operating as a multi-channel retail platform for alcoholic beverages and related products. The product portfolio spans six core product categories: Beer, Spirits, Wine, Ready-to-Drink (ciders, coolers, cocktails, seltzers), Dealcoholized products, and Accessories. The platform operates through physical retail locations across Manitoba with integrated e-commerce capabilities including home delivery and click-and-collect services. Promotional offerings include Hot Buy discounts, Limited Time Offers, and Last Chance specials. Value-added services include a Cork Recycling Program, gift card management, wine case discounts, educational courses and events, cocktail recipe videos, party planning tools, and food pairing guides. The platform also offers curated product collections based on special attributes including Lower Alcohol, Fairtrade Certified, Organic, Gluten Free, and Kosher options.

Differentiator

Problem solved

Functional benefit

Products and services

• Beer Beer products including various styles such as lagers, ales, and craft beers, including US liquor options, sold to adult consumers for personal consumption.
• Spirits Spirits including whisky, vodka, gin, rum, and other distilled alcoholic beverages, sold to adult consumers.
• Wine Wine products including red, white, rosé, and sparkling wines available by the bottle or case, sold to adult consumers.
• Ready To Drink Ready-to-drink beverages including ciders, coolers, cocktails, seltzers, teas, and sodas, sold to adult consumers.
• Dealcoholized Dealcoholized beverages for consumers seeking non-alcoholic alternatives.
• Accessories Liquor-related accessories including glassware, bar tools, and other drinking paraphernalia.
• Shop Online (Delivery and Click & Collect) Online shopping service with home delivery and click-and-collect options at Manitoba Liquor Mart locations for adult Manitoba consumers.
• Cork Recycling Program Environmental program allowing customers to recycle corks from wine bottles at Liquor Mart locations.
• Gift Card Balance Check Online service enabling customers to check the balance on their Manitoba Liquor Mart gift cards.
• Wine by the Case Discounted wine purchases available by the full case, sold to adult consumers.
• Courses and Events Educational courses and in-store tasting events for product education and consumer engagement, offered to adult customers.
• Cocktail Recipes Video-based cocktail recipes and instructional content for home bartending, supporting product education.
• Social & Party Planner Planning tools and resources to help customers organize social events and parties.
• Tips & Pairings Food and beverage pairing recommendations and consumption tips provided to customers.
• A Taste of the World Educational program exploring alcoholic beverages from different cultures and regions.
• Container Deposit Program Refundable container deposit program for alcohol, ciders, coolers, cocktails, seltzers, teas, and sodas, effective July 1, 2026.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Expansion highlights4 records

Broad incumbents

• Total Wine & More: Largest independent specialty retailer of wine, spirits, and beer in the United States with a multi-store footprint and strong e-commerce presence. Comparable as a multi-channel alcohol retailer operating at scale, though as a private commercial entity rather than a Crown corporation.
• Alberta Gaming, Liquor and Cannabis (AGLC): Alberta's provincial liquor regulator and wholesaler. While Alberta's retail model is partially privatized, AGLC functions as the wholesale and regulatory authority comparable to the wholesale/retail dual role of Manitoba Liquor & Lotteries.

Emerging players

• Drizly: Online alcohol delivery marketplace operating across the United States, now owned by Uber. Comparable as a digitally enabled alcohol delivery service competing for the same online alcohol retail demand that Manitoba Liquor Mart's home delivery service targets.
• Wine.com: Leading online specialty wine and spirits retailer in the United States. Comparable as a digitally native alcohol retailer with delivery, gift services, and curated product content, representing the digital retail model that Manitoba Liquor Mart's e-commerce platform competes with.

Direct peers

• LCBO (Liquor Control Board of Ontario): Ontario's provincial Crown corporation liquor retailer, the largest in Canada. Operates an analogous multi-channel retail model with physical stores, e-commerce, home delivery, and click & collect, selling the same core product categories (beer, wine, spirits) under a similar regulatory monopoly framework.
• Saskatchewan Liquor and Gaming Authority (SLGA): Saskatchewan Liquor and Gaming Authority operates the provincial retail and wholesale liquor system in Saskatchewan. Comparable as a neighboring prairie province Crown corporation with similar regulatory structure and product categories.
• Nova Scotia Liquor Corporation (NSLC): Nova Scotia's provincial liquor retailer operating physical stores and e-commerce under a similar regulatory monopoly. Comparable in scale relative to provincial population, product assortment, and multi-channel retail model.
• BC Liquor Stores: British Columbia's provincial liquor retail arm, operating a similar network of physical stores with online ordering and delivery. Directly comparable as a Canadian provincial Crown corporation retailer selling the same core alcohol categories.
• SAQ (Société des alcools du Québec): Québec's provincial liquor retailer operating under a Crown corporation model with physical stores, online ordering, and click & collect. Closely comparable in regulatory structure, multi-channel retail approach, and product mix to Manitoba Liquor Mart.
• New Brunswick Liquor (NB Liquor): New Brunswick's provincial Crown corporation liquor retailer with a network of retail stores and online ordering capabilities. Operates under the same Canadian provincial liquor retail monopoly model with a comparable product mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/liquormartsmb
• Instagraminstagram.com/manitobaliquormarts
• LinkedInlinkedin.com/company/manitoba-liquor-mart

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Manitoba Liquor Mart