Enriching the lives of Manitobans - 2018/19 Corporate Responsibility Report Available in alternate formats upon request - Manitoba Liquor & ...
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Enriching
the lives of
Manitobans
2018/19 Corporate Available in
Responsibility Report alternate formats
upon request
INTROD UCTION 02 NE X T CH A P TER
Introduction
Manitoba Liquor & Lotteries enriches the lives of Manitobans by making the greatest possible contribution
to the economic and social well-being of our province. In addition to the products and services we offer,
the money we earn stays in Manitoba and is used to support provincial programs and initiatives that touch
the people who live here. Our strong commitment to corporate responsibility drives everything we do –
from how we run our business, to how we serve our customers and communities.
About this report We are reporting in accordance with the disclosures developed by the GRI, we
This is our second corporate responsibility Global Reporting Initiative (GRI) Standards have included disclosures that are specific
report, covering business activities in our Core option. The Standards are widely to our sector and reflect metrics we use to
liquor, cannabis, gaming and entertain- used around the world to help organiza- measure our continued progress.
ment lines of business during our 2018/19 tions report consistently and transparently
For more information, please see our
fiscal year that ended on March 31, 2019. on their most critical economic, environ-
2018/19 Annual Report, available on our
All financial data are in Canadian dollars. mental and social priorities, performance
website.
and impacts. A GRI content index is
included in this document for easy
Front cover: reference to specific topics within the
Supporting employee report and on our website. In addition to
volunteerism throughout
our communities.
Table of 03
05
About us
Message from the President & CEO
contents 06
07
Message from the Chair
Materiality and boundaries
08 Operating responsibly
14 Making significant economic contributions
19 Strengthening local communities
24 Focusing on customer well-being
32 Being good business partners Links to external websites
38 Reducing our environmental footprint throughout this document
42 Being a great place to work are provided as a conven-
49 Engaging stakeholders ience. Inclusion of a link does
53 GRI content index not imply our endorsement
70 Contact us of the linked site.
M A NITOBA LIQ UOR & LOT TERIES
2018/19 COR POR ATE R ESPONSIBILIT Y R EPORT
A BOUT US 03 BACK TO CONTENTS NE X T CH A P TER
About us
3 Gaming and
First Nations casinos entertainment
(Aseneskak, Sand Hills,
2 South Beach)
Manitoba Liquor & Lotteries is a
Crown corporation of the Province Casinos of Winnipeg*
of Manitoba.
We distribute and sell liquor, provide
1
gaming and entertainment experiences
Gaming centre (Shark Club
Gaming Centre)** 65 Liquor
in Manitoba, and source and distribute Liquor Mart and Liquor
non-medical cannabis to private retailers Mart Express stores*
in the province. 1
Our core mandate is to provide revenue
Online gaming site 232
(PlayNow.com)** Hotel beer vendors
to the Province of Manitoba to support
provincial programs and initiatives in areas
171
such as health care, education, social
services, housing and infrastructure. 460 21 Cannabis
Video Lottery Terminal Liquor vendors Retailers
We employ more than 3,300 people in (VLT) sites
Liquor Marts, Casinos of Winnipeg,
Shark Club Gaming Centre, our liquor
distribution centre, multi-use warehouses
8
900 Specialty wine stores
and corporate offices in Winnipeg,
Brandon and Morris. Lottery ticket retailers
4
(Lotto Spot)
Duty-free
1,540
Restaurants and bars
(on-premises)
* O wned/leased,
* O wned/leased,
staffed and
staffed
operated
and operated
by Manitoba by Manitoba
Liquor & Lotteries
Liquor & Lotteries
** S taffed and operated in part or whole
by Manitoba Liquor & Lotteries
M A NITOBA LIQ UOR & LOT TERIES
2018/19 COR POR ATE R ESPONSIBILIT Y R EPORT
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Accreditations and
memberships
Accreditations/designations Memberships Information and Communication
Advertising Association of Winnipeg Technologies Association of Manitoba
BOMA Manitoba Institute of Corporate Directors – National
Business Chambers & Provincial Chapter
-- Aboriginal Chamber of Commerce International Entertainment Buyers
-- Assiniboine Chamber of Commerce Association
-- Manitoba Chamber of Commerce Interprovincial Lottery Corporation (ILC)
-- St. Boniface Chamber of Commerce ILC Canadian Responsible Gambling
-- Winnipeg Chamber of Commerce Association
Canadian Association of Importers Manitoba Employment Equity Practitioners
& Exporters Association
Canadian Association of Liquor Manitoba Music
Jurisdictions Manitoba Restaurant and Foodservices
Canadian Centre for Diversity and Association
Inclusion Manitoba Safety Council
Canadian Country Music Association Master Brewers Association of the
Canadian Malting Barley Technical Centre Americas
Canadian Partnership for Responsible Multi-Material Stewardship Manitoba
Gambling QNET Manitoba Quality Network
Canadian Payroll Association Quest International User Group
Gaming Security Professionals of Canada Restaurants Canada
Gaming Standards Association Retail Council of Canada
Gartner Skål International Winnipeg Chapter
Governance Professionals of Canada
M A NITOBA LIQ UOR & LOT TERIES
2018/19 COR POR ATE R ESPONSIBILIT Y R EPORT
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& CEO
Message from the President
& CEO
I am very pleased to present our second corporate responsibility report. It’s been a year with some notable
achievements, including our new designation as a Fair Trade Workplace from Fairtrade Canada, and once
again recognition as one of Manitoba’s top employers. These accomplishments are a credit to our
organization, a reflection of the public’s confidence in what we do, and an indication of what can be achieved
when we all pull together to ensure we are living up to our promise of enriching the lives of Manitobans.
A significant challenge in 2018/19 was the Manitoba Liquor & Lotteries has a strong Even before I took the position as
introduction of non-medical cannabis into track record in building productive and President & CEO, I was proud to
our product portfolio. Our new cannabis collaborative relationships with its part- be part of an organization that so readily
department worked diligently to build ners. This year was no exception. As you’ll embraced the principles and practices
relationships with cannabis producers, read in this report, our Liquor Mart team of corporate responsibility. Through the
retailers and Health Canada, and to did excellent work to support the growth policies and governance structure that
expand our relationship with the Liquor, of local businesses. Our community rela- are now in place, I am confident the
Gaming and Cannabis Authority of tions team continued to find creative ways organization’s corporate responsibility
Manitoba (LGCA). I congratulate our to let our communities know how much commitments will carry on after I depart
management team, and their teams, for they matter to us through sponsorships this year and allow the organization to
pulling together to realize this significant such as Pride Winnipeg, Festival du make a lasting and positive impact in the
milestone for our business. Voyageur, TD Winnipeg International lives of Manitobans.
Jazz Festival and Dauphin’s Countryfest.
Our social responsibility team executed
meaningful ways to share GameSense Peter Hak
and DrinkSense information to our President & CEO
customers. These are just a few examples
that illustrate the power of taking a
strategic and integrated approach to
Peter Hak
President & CEO corporate responsibility.
M A NITOBA LIQ UOR & LOT TERIES
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Message from the
Chair
I am honoured to be the new Chair of Manitoba Liquor & We inform our customers on how to use Achieving our goals requires a steady
Lotteries, an organization that I have long respected for its our products and services in a responsible focus on customer satisfaction, fiscal
manner, build strong business partner- responsibility and continuous improve-
commitment to corporate responsibility and accountability.
ships, engage in meaningful ways with ment. These are key priorities for the
We have a mandate and responsibility to make the greatest communities across the province, provide board of directors going forward.
possible contribution to the economic and social well- a healthy workplace and learning
I look forward to working with the manage-
being of our province, and in this way, enrich the lives of opportunities for employees and ensure
ment team to make our corporation –
our environmental footprint is as small
Manitobans. I am very proud that every dollar we generate and our province – even stronger and to
as possible. These are not only civic
in profit is a dollar that can be invested by the Province of keep Manitobans’ trust and confidence in
responsibilities, they are foundational
everything we do.
Manitoba into programs supporting health care, education aspects of a sustainable business. It’s a
and other key services. big challenge, and I have every confidence
the management team will continue to
Randy Williams
execute on our strategic plan to deliver
Chair, Board of Directors
on our promises to Manitobans.
Randy Williams
Chair, Board of Directors
M A NITOBA LIQ UOR & LOT TERIES
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Materiality and boundaries
This report is structured around seven areas that are material to our business. We identified
these areas for our first corporate responsibility report last year after consulting with a wide
range of stakeholders.
Materiality Engaging stakeholders
The following material aspects present the We engage regularly with a wide variety
greatest potential impacts to our business: of Manitobans to ensure we’re focused
on the right things – appreciating that
different groups have different priorities
and have different expectations of us.
A summary of our 2018/19 engagement
activities and key topics can be found on
page 48. We also held our three annual
Operating Making significant public meetings in Winnipeg, Portage
responsibly economic contributions la Prairie and Swan River to report on
our activities and answer questions from
the communities we serve. This meets
The Crown Corporations Governance
and Accountability Act and gives us
the opportunity to engage directly
with Manitobans.
Strengthening local Focusing on customer Being good
communities well-being business partners
Reducing our Being a great place
environmental footprint to work
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Operating
responsibly
We allocate 2% of anticipated annual net
income to social responsibility initiatives
that promote responsible gambling, liquor
and cannabis consumption, as well as
research and treatment programs.
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Defining corporate responsibility Governance
In this report, we use the term “corporate We distribute and sell liquor, provide
Our approach responsibility” in a broad sense to include
economic, environmental and social
practices and impacts. We use “social
gaming and entertainment experiences
in Manitoba, and source and distribute
non-medical cannabis to private retailers
responsibility” to refer to the impact our in the province.
products have on our customers. Our
We are a Crown corporation formed
social responsibility includes information
per The Manitoba Liquor and Lotteries
for customers and funding for addiction
Corporation Act. We operate under the
We work to earn the trust and respect of customers, business treatment and research.
conditions set by The Liquor, Gaming and
partners, employees and the public through responsible Cannabis Control Act, and regulations
Corporate responsibility committee
business decisions and corporate commitments. including Video Lottery Regulation and
Our corporate responsibility committee:
Liquor, Gaming and Cannabis Regulation.
• implements our corporate responsibility
We consider the impacts of our
policy and commitments; Our net income is remitted to the Province
economic, social and environmental
• coordinates an approach to corporate of Manitoba. To fund capital projects, we
activities and aim to continuously
responsibility that aligns with our borrow from the Province under the terms
improve our performance.
business priorities; and of The Loan Act.
To honour this commitment: • champions corporate responsibility,
Through The Manitoba Liquor and
• we adopt leading practices and making it part of our corporate values
Lotteries Corporation Act we are required
standards validated by audits and culture.
to allocate 2% of annual anticipated net
and accreditations;
Committee members include: income to social responsibility initiatives
• we conduct research on an ongoing
• Vice President, Corporate Services that promote responsible
basis to ensure our products, services,
(Chair) gambling and responsible liquor and
marketing and advertising respond to
• Chief Financial Officer cannabis consumption, as well as
consumer expectations for choice,
• Vice President, Marketing & research and treatment programs.
quality, value and social responsibility,
Communications
and reflect current and evolving Our social responsibility commitment is
• Vice President, Human Resources
market trends; and fulfilled in several ways including:
• Corporate Secretary & Executive
• we promote a culture of integrity and • customer information and social
Director, Cannabis
ethical behaviour where employees responsibility marketing initiatives to
• Director, Corporate Responsibility
are empowered to do the right thing. inform our customers about low-risk,
The Strategic Business • Director, Liquor Strategy & Development
sensible ways to use our products;
Planning Committee • Director, Strategic Gaming Development
brings all corners of the • funding for addiction treatment and
corporation together to support providers such as the
identify and prioritize Addictions Foundation of Manitoba (AFM)
initiatives.
and Marymound; and
• research related to responsible gambling
and responsible liquor and cannabis
consumption.
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Regulatory framework
Provincial regulator Suppliers Operators
Liquor, Gaming and Cannabis Electronic gaming devices, lottery Manitoba Liquor & Lotteries Cannabis
Authority of Manitoba products, online games, table games Casinos of Winnipeg, PlayNow.com, Retailers
Liquor Marts
Liquor Gaming
Specialty wine stores, beer vendors, VLT siteholders, lottery ticket retailers,
rural liquor vendors, bars and restaurants First Nations casinos
Federal regulators Suppliers
Health Canada Cannabis growers
Canadian Food Inspection Agency Liquor manufacturers
Operators
Financial Transactions and Reports Manitoba Liquor & Lotteries Gaming
Analysis Centre of Canada Casinos of Winnipeg, PlayNow.com VLT siteholders with 50+ machines,
First Nations casinos
Management structure
Corporate
Manitoba Liquor & Lotteries is overseen by Secretary &
a board consisting of at least six and not Executive
Director
more than ten members appointed by
Cannabis Executive Vice President Vice President
the Lieutenant Governor in Council. Our
Gaming & Entertainment Corporate Services
Corporate Responsibility department is
part of Corporate Services.
Executive Vice President Vice President
The corporate responsibility committee Liquor Operations Marketing & Communications
submits reports on corporate respons- Board of President
Directors & CEO
ibility outcomes and compliance at least
Chief Financial Officer Vice President
once a year through the strategy, planning
Finance Human Resources
and governance committee of the board
of directors.
Vice President
Executive Information Technology Services
Director
Internal Audit
M A NITOBA LIQ UOR & LOT TERIES
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Our statement of purpose
Collaborative
Better together – We work together
in an open, respectful way to produce
and deliver outstanding results.
Enrich the lives of Manitobans. Manitoba Liquor & Our Values
Lotteries strives to make the greatest possible contribution We aspire to live these values in all that we
to the economic and social well-being of our province. do to enrich the lives of Manitobans.
Key elements
Perform profitably and sustainably.
Creative
Sound business practices that strengthen
Courage to explore – We foster an
our profitability – allowing us to maximize
environment of idea sharing, continuous
the funding available for health care,
Caring learning and improvement, and push
education and other services
Everyone matters – We care about each beyond what we have today to what is
Manitobans rely on.
other, our communities and the environ- possible tomorrow.
Champion innovation. A vibrant owner- ment by being genuine, responsible and
ship culture that celebrates innovation – considerate.
supporting and challenging our employees
to continuously improve all aspects of
our operations.
Be progressive. Products and experien-
Customer focused
ces that keep pace with evolving
Great experiences – We listen to our
preferences and market trends – ensuring
Committed internal and external customers so
Manitobans’ expectations for choice,
Keep promises – We take pride and we can anticipate, understand and
quality, value and social responsibility
ownership in making and meeting respond to their needs.
are consistently exceeded.
our commitments.
Engage Manitobans. Meaningful
relationships with Manitobans –
engaging Manitobans both as customers
and citizens to ensure all aspects of our
operations reflect the needs, expectations
and interests of those to whom we are
ultimately accountable.
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Key policies, programs
and procedures
We work to protect and sustain communities and
individuals that are affected by our activities.
In everything we do, we aim to do the
right thing for our customers, employees,
business partners, suppliers and
communities across Manitoba.
Environmental and social considerations
are embedded into many of our
corporate policies and in departmental
policies and procedures (corporate
strategic plan, code of conduct,
procure-to-pay policy, business planning
process) to achieve environmental and
social results. We also have robust
policies and procedures related to
cybersecurity, designed to protect our
customers’ private information.
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Here are a few of the corporate Key policies, programs Description
and procedures
policies, programs and procedures
that guide our activities: Accessibility policy • Ensures equal access and participation for people with disabilities in accordance with
The Accessibility for Manitobans Act and related regulations and current provincial legislation.
Anti-money laundering policy • Outlines our responsibilities under the Proceeds of Crime (Money Laundering) and
Terrorist Financing Act for gaming and informs employees of their obligations for compliance.
• We are mandated to prepare large or suspicious transaction reports, which are submitted to the
Financial Transactions and Reports Analysis Centre of Canada (FINTRAC) and to identify patrons
who conduct transactions over $10,000 in a 24-hour period.
Corporate responsibility policy • Commits us to apply the idea of corporate responsibility in the broadest way possible, including the
need to protect and sustain: the public interest and good; communities and individuals that are
directly and indirectly affected by our activities; the natural environment; employees; clients; suppliers
and vendors.
• Requires that management report on corporate responsibility outcomes and compliance no less
frequently than annually.
• Requires that management incorporate corporate responsibility into all business decisions, and
makes the resources available to accomplish them.
Employee code of conduct • Sets out minimum expectations for all employees related to business ethics and integrity (including
privacy and conflicts of interest), human rights, labour standards, the environment and anti-corruption.
• Requires that employees report all violations of the code to the person they report to, or the
Vice President, Human Resources.
• Breach of the code may result in disciplinary action up to and including dismissal.
French language services policy • Sets out our requirements under The Francophone Community Enhancement and Support Act,
which establishes administrative structures and tools used to serve the francophone community.
Procurement policies • Supplier code of conduct sets out the ethical work expectations for companies that supply products
and services to us, and ensures they support international labour laws and human rights along the
supply chain.
• Incorporates the principles and guidelines of the Climate and Green Plan.
• Procure-to-pay policy emphasizes the principles of fairness, transparency and sustainability.
Product integrity • We meet or exceed regulatory requirements for all products. For more information, see GRI, pages
67-68.
Public meetings • The Crown Corporations Governance and Accountability Act requires us to hold three annual public
meetings to report on our activities and results and give the public the opportunity to ask questions
and voice concerns.
Whistleblower protection policy • Includes a process through which employees can report serious and significant wrongdoings observed
in the workplace without fear of reprisal.
Workplace diversity and inclusion • Manitoba Liquor & Lotteries is committed to having a workforce that is inclusive and represents the
diversity of the population it serves. Among other things, the policy requires us to:
-- identify and eliminate barriers to equal and equitable employment and career development; and
-- advance diversity within all levels of the company by developing a corporate diversity strategy
aimed at attracting and retaining employees who strengthen diversity in the corporation.
M A NITOBA LIQ UOR & LOT TERIES
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ECON OMIC CONTRIBUTIONS
Making significant
economic
contributions
We are proud that our $616.1 million
contribution to the Province
of Manitoba was our strongest
result ever.
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ECON OMIC CONTRIBUTIONS
All our lines of business provide revenue • Lottery retailers operating in grocery and
for the Province of Manitoba and stimulate convenience stores, kiosks, gas bars
Our approach
economic activity in communities across and other businesses
the province. A major driver of profitability • Commercial VLT siteholders operating
and growth in our business is our cus- licensed beverage rooms in hotels
tomers’ disposable household income. and legions
We compete against other entertainment • First Nations VLT siteholders on
options available to Manitobans for those reserve lands
same dollars. • First Nations casinos on reserve lands
We strive to make the greatest possible contribution to • Cannabis retailers
Beyond the revenues that we return to the
the economic and social well-being of our province. government, our operations integrate local Our success depends on the people
businesses in almost every Manitoba com- who work for us. We provide full and part
munity. Products like lottery tickets and time employment opportunities for more
cannabis are sold through independent than 3,300 people in the province, and
businesses. VLTs are found in privately-run indirect employment for hundreds of
licensed establishments. Most beer is sold partners, suppliers and local businesses.
through hotel beer vendors, and in some In fiscal 2018/19, employee wages and
rural communities wine and spirits are sold benefits totalled $170.6 million. We are
through private vendors. There are also proud to be recognized as one of
several private wine stores in Winnipeg. Manitoba’s top employers.
Manitoba’s model has been proven to
The audit & finance committee of the
deliver competitively priced, quality prod-
board of directors reviews our financial
ucts and services while maintaining social
results on a quarterly basis. Audited
responsibility. Our point-of-sale business
financial statements are included in our
partners include:
annual report.
• Beer vendors in hotels
• Liquor vendors in rural areas where it is
not feasible for us to open a
corporately-run Liquor Mart location
• Specialty wine stores and specialty food
and wine stores
• Restaurants, bars and tap-rooms that
serve alcohol
63%
Employees and their families Of Manitobans value our economic
volunteering at Winnipeg
Harvest Food Bank. contributions to the province.
Survey conducted by Manitoba Liquor & Lotteries
M A NITOBA LIQ UOR & LOT TERIES
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ECON OMIC CONTRIBUTIONS
Our performance
Total revenue Allocation to the Province of Manitoba 2018/19 Net income
(in thousands)
$1,434.8 million $616.1 million
2018/19 2018/19 $278,164
Liquor
$1,417.7 million $610.4 million $74,168
Casinos
2017/18 2017/18 $3,361
Cannabis
In support of provincial programs and $61,379 $199,003
Lottery Video Lotto
initiatives related to health care, education,
social services, housing and infrastructure.
Partners Local communities
$98.0 million $18.9 million $2.2 million
Manitoba hotel and restaurant industry Lottery retailers Community sponsorships
$61.8 million $18.3 million
First Nations VLT siteholders Private liquor retailers Social responsibility
Allocations for commissions, contributions, margins, $12.6 million
and handling fees.
Two percent of anticipated annual net income to support
responsible gambling, responsible liquor and cannabis
consumption, as well as research and treatment programs.
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ECON OMIC CONTRIBUTIONS
KE Y INITIATIVES
Partnerships are a growth opportunity
Morley Miyake and
There’s a reason why Morley Miyake and Loretta Klassen-Miyake’s Loretta Klassen-Miyake,
Polo Park Shopping
lottery kiosk in the Polo Park Shopping Centre has been the Centre lottery kiosk.
top retailer in Manitoba for the past five years based on sales. Morley and Loretta consider Manitoba Liquor
& Lotteries to be business partners, reaching
Make that three reasons. Morley chalks his success up to a strong out to commercial gaming lottery representatives
husband-wife team, a well-trained employee team, and a great for help with everything from renovation advice
to promotional material to the prizes they hand
account team at Manitoba Liquor & Lotteries. out on customer appreciation days.
KE Y INITIATIVES
“The commercial gaming lottery team helped New Liquor
Distribution Centre
us grow our business from one to seven kiosks
in Winnipeg and Brandon, where we serve
addresses warehouse
about 700,000 customers every year,” says
Morley. “We are humbled and very grateful for
capacity issues
Manitoba Liquor & Lotteries’ partnership.”
Morley’s sentiments are echoed by the husband
and wife team at Freedom Foods in Landmark,
30 kilometres southeast of Winnipeg. Like the A former grocery distribution centre will soon
Miyakes, Ron and Andrea Trudeau’s business allow us to address the warehouse capacity
has been on a growth curve since 2002, shortages, and associated retail delivery
when they bought Freedom Foods from the challenges, of our current liquor distribution
previous owners. centre in Winnipeg.
“We’ve gone from operating a convenience The new distribution centre, located close to
store and fuel station to adding on a pizza store, Winnipeg International Airport, was secured
coffee bistro and ice cream parlour, to renovating under an innovative lease agreement that
again last year so that we could offer our cus- allows us to expand into adjacent space when
tomers liquor and beer,” says Andrea. “We knew needed to accommodate future growth. The
nothing about selling alcohol, in what has histor- upgrades are consistent with Manitoba’s green
ically been a dry part of the province. Manitoba building policies.
Liquor & Lotteries’ support has been priceless.” The distribution centre is a busy place. Each year
Andrea says her commercial gaming lottery about three million cases of liquor – boxes of
spirits, wine and more – are shipped to locations
WATCH THE VIDEO representative has consistently gone the extra
across the province.
On our website mile for them as they prepared to open the new
part of the store. “He answered our questions
about the types of products we might sell and
helped us find suitable equipment. Since we
Freedom Foods, opened, he visits us on a regular basis to share
Landmark Manitoba product updates and specials. He’s doing
whatever he can to help us grow our business.
It’s like we’re all in this together.”
M A NITOBA LIQ UOR & LOT TERIES
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ECON OMIC CONTRIBUTIONS
“
Social media channels and online informa-
tion sources allow consumers to educate
Looking ahead
themselves on company core values and Enriching the lives of
business practices before making pur- Manitobans means
chases. Increasingly, consumers expect responding to consumer
the companies they follow online to dem- interests, helping customers
onstrate responsible operating practices use products responsibly,
and address social and environmental and supporting communities
issues related to their industry. in ways that go beyond
We compete for our customers’ discretionary dollars and Knowing this, our strategic planning returning profits to the
time. There are a significant number of entertainment process starts with an assessment of the Province of Manitoba.
”
and leisure options like sports, theatre, special events, and current environment to understand the
impacts on our business. This research,
travel for Manitobans to choose from. We have to work
along with our statement of purpose and Bev Mehmel
hard to earn consumers’ confidence and remain their associated strategic elements, have been Director, Corporate Responsibility
preferred entertainment choice. used to draft corporate goals. These Manitoba Liquor & Lotteries
goals and objectives form the basis of our
annual business planning and budgeting
process.
The corporate strategic plan will also
Corporate target
incorporate direction from the Minister
2019/20 2020/21 2021/22 of Crown Services that will continue to
Increase the number of Manitobans 65% 67% 69% require us “…to [work toward] reducing red
who are aware of and value tape, providing quality service, strength-
Liquor & Lotteries’ contributions ening accountability and delivering value
to the Province of Manitoba
for the money that Manitobans invest in all
government services.”
KE Y INITIATIVES Located in McPhillips Station Casino and Loft 180 demonstrates the same commitment
designed in a loft-style setting, Loft 180 to local and sustainable products as our other
Lift-off at is a departure from typical casino food and
entertainment – offering cocktails and local
venues. Ninety percent of the menu contains at
least one local ingredient, such as Dunn-Rite
Loft 180 craft beer, live entertainment and interactive
gaming to customers who might otherwise
chicken, Manitoba beef and Peak of the Market
vegetables. Fairtrade certified coffee, tea, sugar
not visit a casino. It’s a concept that’s and chocolate are also featured.
catching on with our customers: having
launched in November, it earned revenues
of more than $2.0 million by the end of the
fiscal year.
Loft 180 at McPhillips
Station Casino.
M A NITOBA LIQ UOR & LOT TERIES
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COMMUNITIES
Strengthening
local
communities
Fifty-seven percent of Manitobans
value our support for community
events across the province.
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COMMUNITIES
Our contribution to Manitoba’s commun-
Sponsorship programs:
ities begins well before profits are returned
General Sponsorships
Our approach
to the Province of Manitoba in support
of priority government programs. The Community Festivals
odds are that we’ve had a hand in making Golf Tournaments
one or more of your favourite community
Donation programs:
events a success through sponsorship
and volunteer support. Several programs Coin Boxes
leverage our corporation’s unique exper- Employee Charity of Choice
tise and resources to help many things in Used Assets
Eighty-seven percent of our employees say they are
your neighbourhood come to life. Used Playing Cards
proud that we make a positive contribution to Manitoba Prize Donations
communities through our community investment Our community support programs fall into
two program areas – sponsorships and
initiatives. When Manitoba’s communities are strong Registered charities and non-profit
donations. Sponsorships include every-
and vibrant, we all benefit. thing from major international and national organizations in Manitoba are eligible
events hosted by Manitoba, to well-known for sponsorships. Each application is
events that are a tradition in our province, assessed for its alignment with our
to community festivals like rodeos and core business interests and capacity
agricultural fairs, plus charitable to promote quality of life in Manitoba
golf tournaments. through support of arts, sport, culture
and community, health, social causes,
sustainability, diversity and inclusion.
Our second program area, donations,
sees used office equipment and playing
cards go to charitable and non-profit
Volunteers at a Manitoba Liquor organizations, provides for coin boxes
& Lotteries sponsored Rainbow in Liquor Marts to accept customer
Stage event. donations, and facilitates employee
giving to charities. These programs
allow us to build brand awareness,
Hear Alain Dumonceaux, Director of strengthen our relationships within the
Food & Beverage & Events, speak community, and enhance the quality
about the value of volunteerism. of life in Manitoba.
WATCH THE VIDEO
On our website
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COMMUNITIES
Enriching the lives of Manitobans
Our performance We contribute to communities across Manitoba
in many ways – everything from community event
sponsorships to corporate and in-kind donations.
Altogether, it adds up to a stronger Manitoba.
Community
events Festivals
$2.2 million Sponsorships
Employee 5,400
charity of Volunteer hours
$107,800 choice
United Way and
All Charities
Campaign Donations
Used equipment
and playing
cards Liquor Mart
Prizes
coin boxes
350 Organizations
$ supported
$
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COMMUNITIES
Donations are collected by local charities directly,
so we don’t track the amount of money raised.
KE Y INITIATIVES The exception to that is the month of November,
Sponsorship and donation programs where all Liquor Marts collect for Mothers Against
Drunk Driving (MADD) – Project Red Ribbon
campaign. Factoring in our matched donation to
the campaign, MADD raised $7,000 this year.
For many years our employees have given
generously to two annual fundraising drives –
United Way Winnipeg and the provincial
Festival du Voyageur. Winnipeg Fringe Festival. Folklorama. All Charities Campaign. This year the amount
totalled $107,800. Our employees also raise funds
Dauphin’s Countryfest. We are long-time sponsors of many for their own employee charitable program.
iconic Manitoba events that have come to define the celebra- The Employee Charity of Choice program
supports capital projects or programs benefiting
tion of life and community in our province, as well as a long children and youth in Manitoba. We match
list of smaller but equally beloved festivals and gatherings. In employee donations and provide additional
Festival du Voyageur funding based on the volunteer efforts recorded
2018/19 we supported around 350 charitable, non-profit and by our employees, alumni and their family and
friends. Together with our amazing employees we
community groups with $2.2 million in sponsorships. Our Liquor Mart coin box program provides gave $77,000 to three highly deserving charities.
charities and non-profits a venue to raise
funds, with all donations made by customers Wherever the opportunity exists, we provide
going to the organization. Winnipeg Liquor charitable and non-profit organizations with
Marts have a central selection process where gently used items that our organization no longer
charities apply to have their coin boxes in all needs. Sometimes there are items that cannot
local stores for a month. This past winter, we be donated and are therefore recycled. In 2018/19
improved the program to allow Liquor Marts we recycled 100,000 kg which raised $23,000
outside Winnipeg to select charities in their that was then donated to charity.
local communities. The result: 25 Liquor Marts
outside Winnipeg will collect donations for
roughly 70 charities and non-profit groups
Manitoba Liquor & throughout the province.
Lotteries volunteers
at Folklorama.
Charity of Choice Canadian Mental Health
Association Manitoba
Feed My Lambs
Street Mission
enVision Community
Living
funds given out in and Winnipeg
2018/19 $27,000 $25,000 $25,000
Living Life to the Full Youth Crockpot School to Work Transition
(Province-wide) Cooking Classes Program (Rural)
(Local Winnipeg)
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COMMUNITIES
KE Y INITIATIVES
Taking pride in Pride
Ask Barry Karlenzig how Manitoba Liquor & Lotteries
supports Pride Winnipeg and he’ll tell you there are too
many ways to count – and they’re as diverse and unique
as the people who take part in the annual celebrations.
Barry is Pride Winnipeg’s vice president of
programming for the two-day event, working
with a team that is entirely volunteer-based.
“Pride is a huge production, and to pull it off,
we need all the support we can get. We are
really fortunate to have such a great relationship
with Manitoba Liquor & Lotteries. They under-
stand how volunteer organizations work and
step in to help with everything from promotional
materials for the parade and prizes for a silent
auction, to employee volunteers.”
In her office at Manitoba Liquor & Lotteries,
Shirley Campbell, Manager of Development
& Sponsorships, points to boxes of rainbow-
coloured bandannas, just one of several items
that Manitoba Liquor & Lotteries has offered
up over the years to support the event.
“Our employees jump at the opportunity to Corporate target
volunteer for Pride,” says Shirley. “It’s team-
building for them and great community 2019/20 2020/21 2021/22
outreach for our company. It’s definitely a Increase employee participation in 8% 9% 10%
win-win. There’s a lot of satisfaction in being volunteer activities by one percentage
able to help Pride Winnipeg succeed.” point each year.
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WELL- BEING
Focusing
on customer
well-being
We continually strive to promote the
responsible use of our products. Over
46% and 31% of Manitobans are aware
of our DrinkSense and GameSense
brands respectively.
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WELL- BEING
Employee training Positive gaming experiences
We train our employees to be alert to be- Our approach to customer education and
Our approach haviours that are consistent with problem
gambling, intoxication, in-store theft and
underage customers.
awareness helps players have positive and
low-risk experiences when enjoying the
gaming products available in Manitoba.
Our employees take social responsibility Our GameSense website, social media
training through a combination of in- posts, customer awareness campaigns,
person, online and on-the-job learning and GameSense Info Centres are all in
opportunities. Casino staff are trained place to provide customers with informa-
We care about our customers’ well-being and actively
to help players get accurate information tion about how gambling really works,
look for ways to help them use our products responsibly, on how gaming works and answer ques- including teaching them about concepts
reducing their risk of harm. tions about the Voluntary Self-Exclusion such as randomness, house advantage
program and Problem Gambling Helpline. and the importance of taking frequent
We want our customers to have positive Liquor Mart staff are trained in age breaks. For individuals who visit our casino
experiences with our products that allow identification, and learn how to assess properties, we offer the opportunity to
them to build a social life that includes and refuse a sale to intoxicated persons chat in person with our GameSense
but is not dominated by liquor or gaming. and adults buying for minors. Employees Advisors. These advisors can be found
Our GameSense and DrinkSense pro- are given the training they need to act at one of two GameSense Info Centres,
grams deliver tips, tools and information with confidence and respect when at McPhillips Station and Club Regent
that help our customers to adopt positive, answering questions, refusing service, casinos and are available daily.
low-risk behaviours with gambling and and helping someone who may be
For customers who feel they need more
drinking alcohol. There are many organiz- experiencing a problem.
support than what our GameSense
ations involved in public education around
Employees at bars and lounges, private program can offer, advisors are able to
cannabis use, and we are not the retailers
liquor and cannabis stores, and VLT quickly connect them with our own
of this product. We therefore do not lead
and lottery sites are required to take the casino programs, such as the Voluntary
cannabis awareness programming.
LGCA’s Smart Choices training. They learn Self Exclusion program or with organiza-
We also recognize that some customers about age verification, selling responsibly, tions such as the AFM.
need additional support with the and sources of consumer information and
We integrate responsible gambling con-
products we offer. That is why we actively addictions services.
siderations into game design, new product
fund a variety of treatment and support
development, and refreshes on existing
programs. One of our key partners is the
products. Based on this multi-pronged
AFM, which provides gambling, alcohol
approach to customer well-being, we
and drug addiction awareness and
earned Level 4 certification in the World
treatment services across the province
Lottery Association’s Responsible Gaming
for those who need it.
Framework – the highest possible level.
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WELL- BEING
Positive drinking experiences Treatment and support • Specialized services for youth with
The DrinkSense program is tailored to the Gaming, drinking or cannabis use may alcohol and drug abuse issues at
average consumer of liquor products and be a normal part of socializing, entertain- Marymound.
delivers information that can help these ment and fun. However, for some, it can • Gambling-related services of Community
individuals have a lifestyle that includes become a problem. We fund organiza- Financial Counselling Services (CFCS),
alcohol without being adversely affected. tions that deliver addiction services in the which offers quick access to financial
province, and our employees are trained counselling for those experiencing
Our DrinkSense website, social media negative financial effects associated with
to support customers by referring them
content, awareness campaigns, and their gambling.
to helplines, treatment providers, debt
resource guides all provide customized
counsellors and other support services.
information that can help parents, young
We also offer a Voluntary Self-Exclusion
adults, expecting families and average
program that supports a person’s decision
consumers learn how to avoid the risks
to take a break from gambling in our facili-
that come with consuming alcohol.
ties or on PlayNow.com.
DrinkSense includes four programs:
Here are some of the programs in place
• With Child Without Alcohol: Raises
for Manitobans:
awareness of the risks of consuming
• The problem gambling program at the
alcohol during pregnancy and aims
AFM operates the 24-hour Problem
to build a culture where we all support
Gambling Helpline. The helpline is
Our social responsibility alcohol-free pregnancy.
displayed and promoted on all gambling
campaigns are visible in • Little Talks Can Have a BIG Impact:
Liquor Marts, casinos, products and at gambling sites including
Offers parents tips, tools and information
other retail environments casinos, VLT sites, lottery ticket centres
and public spaces. for age-appropriate conversations
and on PlayNow.com.
about alcohol.
• The AFM also operates alcohol and
• Make it Memorable: Helps young adults
drug-related programs and services,
understand binge and excessive drink-
including the Eaglewood Addictions
ing, and how to enjoy alcohol responsibly
Centre in Thompson for non-medical
to create positive memories instead of
withdrawal services, River Point Centre
regrets.
that offers community-based residential
• Memorable Nights, Incredible Mornings:
treatment for men, and the Starfish
Shows consumers the benefits asso-
program for youth living with FASD who
ciated with moderating their alcohol
are involved in the justice system and
consumption and introduces Canada’s
have substance use issues.
Low-Risk Alcohol Drinking Guidelines.
Our website also contains information
about increased risks of combining
alcohol and cannabis use.
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WELL- BEING
Our performance
We use a broad range of communications strategies to ensure
our customers have the information they need to use our
products responsibly. We also do extensive research to monitor GameSense Info Centre at
Casinos of Winnipeg.
customer awareness levels of our outreach.
• Improving our awareness scores with Canada’s Low-Risk Alcohol We provided funding for:
each GameSense and DrinkSense Drinking Guidelines • AFM ($5.1 million)
campaign we run is a key focus for Following the guidelines, including the -- $1.4 million for alcohol-related pro-
the corporation. Thirty-one percent of daily and weekly limits and having a min- grams including River Point Centre,
gamblers in Manitoba were aware of imum of two non-drinking days per week, Eaglewood, and Starfish
our GameSense program, up from helps reduce the short- and long-term -- $3.7 million for gambling-related
22% last year. risks of consuming alcohol. initiatives including the Problem
93% • Forty-six percent of alcohol consumers
in Manitoba were aware of our • Awareness of the guidelines for weekly
Gambling Helpline, education,
counselling, treatment and support
DrinkSense program, up from 27% alcohol consumption was 54%, up from • Marymound ($2.7 million)
Of Liquor Mart customers 44% and 38% in the two years prior,
last year. • Community Financial Counselling
satisfied overall respectively. Services ($190,800)
• Awareness of the guidelines for daily
alcohol consumption was 64%, up from
82% 58% and 54% in the two years prior,
respectively.
Casinos of Winnipeg customers • Adoption of the guidelines for weekly
satisfied with the casinos alcohol consumption was 60% in 2019,
up from 56% last year.
• Adoption of the guidelines for daily
35% alcohol consumption was 35% in 2019,
consistent with last year.
VLT customers satisfied with • The number of individuals who report
the games they played they “never” follow the low-risk weekly
guidelines has dropped significantly,
from 19% in 2015 down to 10% in 2019.
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WELL- BEING
The pathways for healthy customers 1 Employee and industry training
We have developed a wide variety of All casino and Liquor Mart employees take social
responsibility training. Liquor vendors, beer
touch-points that allow us to engage vendors, and VLT site employees receive social
with consumers, so they can enjoy our responsibility training through the LGCA. Lottery
products and use them responsibly. retailers are trained on selling responsibly.
2 Age checks and refusal of sale
Employee and Liquor Mart Purchase refusals
industry training
791,164 11,998
Liquor Mart ID checks Improper or no ID
14,244
Showing signs of
Age checks and intoxication
refusal of sale DrinkSense
and GameSense
information Casino Casino entry refusals
153,863 2,711
Casino ID checks Improper or no ID
Support and referral
to treatment 386
Minors
295
Showing signs of
intoxication
3 DrinkSense and GameSense
information
Helping our customers to have positive
experiences with our products. DrinkSense
and GameSense websites, awareness
campaigns, resource guides and GameSense
Info Centres.
4 Support and referral to treatment
Voluntary Self-Exclusion program, funding
alcohol and gambling addiction services,
referral to treatment and support.
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KE Y INITIATIVES
Tackling the financial impact of
gambling addiction
John Silver knows just how overwhelming the emotional
stress can be for people who are experiencing financial
issues related to problem gambling.
John is the Executive Director at
Community Financial Counselling Services
(CFCS) – a non-profit partner of Manitoba
Liquor & Lotteries since 2004. During the Participants from across Canada
past three years, John has seen a marked brainstormed ideas for messages
decline in the stress levels of the people KE Y INITIATIVES that promote dignity for people
who meet with CFCS counsellors, and he
Supporting research
impacted with FASD during a
attributes his organization’s success in symposium we supported.
making a difference in his clients’ lives to
the financial support CFCS receives from
Manitoba Liquor & Lotteries.
and education
“We’re very fortunate to have had Manitoba Since 2014, we have committed $1.35 million to
Liquor & Lotteries’ support for the past support Fetal Alcohol Spectrum Disorder (FASD)
15 years,” says John. “Our partnership began research through the Canada-Israel International
with a pilot project to provide financial Fetal Alcohol Consortium at the University
counselling and debt management services of Manitoba. The research focused on better
to people experiencing issues related to understanding who is more susceptible to having
problem gambling, and their families. We are children with FASD due to genetic, nutrition
John Silver, Executive Director, an important community resource, and we and socio-economic risk to inform prevention
Community Financial Counselling now have two financial counsellors trained strategies; and finding new tools for diagnosing
Services to deal with these issues.” FASD in support of earlier intervention and
better outcomes.
In 2018/19, Manitoba Liquor & Lotteries
provided CFCS with $190,800 in financial In 2018, we provided $13,000 to support a
support (compared to $185,400 in the national symposium held in Winnipeg and organ-
previous year). A recent client survey showed ized by the Canada Northwest FASD Partnership,
that clients experiencing extreme stress from promoting ways of effectively communicating
problem gambling decreased to 9% post- with Manitobans about FASD without increasing
counselling, from 53% pre-counselling. stigma for women who may have consumed
Over 70% of respondents said CFCS had alcohol during pregnancy.
taught them valuable lessons about money
management, and 64% said they learned
how to spend money wisely.
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WELL- BEING
KE Y INITIATIVES
Mix it up with a mocktail.
Serving the growing no-alcohol and Strawberry Basil Lemonade
low-alcohol trend 2-3 fresh basil leaves
1 can (355 ml) sparkling lemonade
1/4 cup frozen strawberries, semi-thawed
1 tsp granulated sugar
Fresh, sliced strawberries for garnish (optional)
Crushed ice
In increasing numbers, consumers around the world are seeking To prepare
Muddle 2-3 basil leaves, semi-thawed strawberries and sugar.
out no alcohol and low-alcohol products as part of a healthy Top with crushed ice.
Fill glass with sparkling lemonade.
lifestyle. Manitoba Liquor & Lotteries is responding by Stir slightly.
Garnish with strawberries and fresh basil.
adding to the available pre-packaged products that fall into
this category at Liquor Marts. Mocktail recipes continue
to be promoted to support customers in choosing a wide range
of entertaining options.
driver (60%), but also to support someone who alcohol wines. Given consumers’ growing interest
is pregnant (56%), or to enjoy a unique or fancy in these products, in 2019 we are going to con-
“We see this as part of our social responsibility drink without having to drink alcohol (53%). tinue to look for new products to meet customer
mandate,” says Dan Eliasson, Manager of Social needs and expect growth in this category.
Responsibility. “It’s in the public interest. It’s also “We want customers to have positive
good for business, to support customers who are experiences with our products. Integrating “It’s still early days for us in terms of developing
making healthy lifestyle choices.” zero percent beer or mocktails into their a merchandising strategy that resonates with our
evening can help customers achieve this,” customers, and that’s why we’re currently in the
In a research study we recently conducted, 32% says Dan. process of doing consumer research. As for any
of Manitobans said they had consumed a non- new product, we want to be sure our messaging
alcoholic beer or cocktail in the past year. When Kerry Wolfe, Director of Liquor Strategy & and presentation are in lock-step with consum-
asked if they would ever consider consuming Development, says the non-alcohol category ers’ expectations,” says Kerry.
a non-alcoholic beer or cocktail, 63% say they increased by 11% (in dollars) last year, and by
would consider it, most often as a designated 17% overall (in litres). Liquor Marts introduced Find some of our mocktail recipes here.
seven non-alcohol beers and six new non-
To promote mocktails and the With Child Without
Alcohol programming, DrinkSense brought the
pop-up mocktail bar to the Forks on Mother’s Day
weekend. In 10 hours over 1,200 special Mother’s
Day themed mocktails were served to over
1,500 visitors.
WATCH THE VIDEO
On our website
M A NITOBA LIQ UOR & LOT TERIES
2018/19 COR POR ATE R ESPONSIBILIT Y R EPORTYou can also read
