Manitoba Liquor & Lotteries Corporation
The Manitoba Liquor & Lotteries Corporation (MBLL; French: Société manitobaine des alcools et des loteries) is a Crown Agency that sells lottery products, operates the Winnipeg casinos and is responsible for the distribution and sale of alcoholic beverages in the Canadian province of Manitoba. It was created in 2013 with the merger of the Manitoba Liquor Control Commission (MLCC) and Manitoba Lotteries Corporation (MLC). Its headquarters are located in the provincial capital, Winnipeg.
The Liquor Control Commission of Manitoba (or MLCC) was established in 1923 to control the sale of alcoholic beverages in Manitoba. The Liquor Control Act empowered the commission to buy, import and sell liquor; control the possession, sale and transportation of liquor; and to establish liquor outlets throughout the province of Manitoba. The MLC was established in 1993 to regulate all gambling in the province. It also operated the McPhillips Station Casino and Club Regent Casino in Winnipeg.
The two crown corporations were merged by the Manitoba government in 2013 as part of its strategy to create greater efficiencies within various government departments. MBLL assumed the powers of both MLCC and MLC.
Social Responsibility Campaigns
MLLC runs several social responsibility programs to promote the responsible sale and consumption of beverage alcohol. Many have been carried over from MBLL's predecessors.
- "Be UnDrunk" - a binge drinking awareness program
- "Be With Child-Without Alcohol" - an alcohol and pregnancy advertisement program
- "Be Safe & Sober" - an anti-drunk driving campaign
- "Be the Influence" - a program to influence children's attitudes towards alcohol
- "Report Impaired Driving: Call 911" - a program partnered with MPI, MADD Canada and the city of Brandon police service to encourage drivers to report impaired drivers
- "Operation Red Nose" - an annual safe ride home program.