Alcool NB will stop including provincial tax in the prices displayed on store shelves starting this autumn [1, 2].
This change alters how consumers perceive the cost of alcohol in New Brunswick. By removing the tax from the initial price tag, the retailer aligns its pricing practices with those of other stores across the province [1].
The shift comes as the region manages several tax adjustments. A provincial alcohol tax increase took effect April 1, 2024 [2]. Additionally, a federal alcohol tax increase of 6.3% was implemented on that same date [3].
Retailers typically use tax-exclusive pricing to maintain consistency across different product categories or to mirror the displays of competitors. This transition ensures that the shelf price reflects the base cost before provincial levies are added at the point of sale [1].
Consumers will see the final total, including all applicable taxes, only during the checkout process. This move follows the April 1, 2024, tax hikes, which have already increased the baseline cost of alcoholic beverages throughout the province [2, 3].
Alcool NB operates as the provincial liquor retailer for New Brunswick, overseeing the distribution and sale of alcohol within the region [1, 2]. The decision to change the display method is intended to create a uniform shopping experience across various retail environments [1].
“Alcool NB will stop including provincial tax in the prices displayed on store shelves starting this autumn.”
The transition to tax-exclusive pricing is a psychological shift for consumers, as the 'sticker price' will appear lower than the final cost. Combined with the 6.3% federal tax hike and the provincial increase from April 2024, these changes suggest a broader effort by the New Brunswick government and its retailers to standardize alcohol pricing while increasing revenue through taxation.
