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Adhering to all BC liquor license requirements and laws is a key responsibility of liquor licensees, including the rules governing relationships with liquor manufacturers and suppliers. In July 2026, a Langley pub was fined $7,000 by the Liquor and Cannabis Regulation Branch (LCRB) after accepting payments from a beer manufacturer to promote its products.
According to an AbbyNews report on the LCRB enforcement action, the pub entered into a customer promotion agreement with the manufacturer worth more than $46,000. The payments were made during 2024 and 2025. The beer manufacturer was also penalized for providing inducements to several licensed establishments.
What is an Inducement?
Under Section 62 of BC’s Liquor Control and Licensing Act, liquor manufacturers, agents and licensees are prohibited from offering or accepting certain benefits intended to promote the sale of a particular liquor product.
Inducements can include:
- Money or other financial benefits
- Gifts, rewards or remuneration
- Benefits offered in exchange for promoting a particular liquor product
- Direct or indirect incentives connected to liquor sales
The rules are intended to prevent financial arrangements between liquor suppliers and licensees from improperly influencing which products are purchased, promoted or sold to customers.
Understanding these restrictions is an important part of meeting liquor license requirements. The province’s penalties for tied houses and inducements range from a $7,000–$11,000 monetary penalty or a 7–11 day licence suspension for a first contravention.
Information about inducements can be found in liquor license terms and conditions manuals. Search for “inducements” in your manual.
Keep Your Liquor Licence Compliant
A compliance audit by Thrive Liquor & Cannabis Advisors helps BC liquor licensees maintain regulatory obligations and identify potential compliance issues before they result in enforcement action.
