A week ahead of the scheduled delivery of nearly 600 bottles of mead to a Renaissance fair in New Brunswick, Nova Scotians Connor and Maria Jeffreys faced a regulatory obstacle that jeopardized their deal. The couple, who own Fireside Meadery in Musquodoboit Harbour, were surprised to learn that the New Brunswick liquor retailer, ANBL, intended to increase the price of their product by over 100 percent. This markup would have inflated the $11,300 order to around $25,000, prompting the Shediac Renaissance Faire to reduce their purchase to 240 smaller bottles instead.
The setback was disheartening for the Jeffreys, as it meant less product for the fair at a higher cost. The potential revenue from the original deal could have significantly supported the growth and expansion of their business. Mead, an ancient alcoholic beverage made from water, honey, and yeast, is the primary product of Fireside Meadery, with each batch selling out quickly.
Despite the professional conduct of ANBL staff, Maria Jeffreys described the pricing revelation as a significant blow. The executive producer of the Renaissance fair, Sébastien Després, emphasized the importance of using Atlantic Canadian products but was taken aback by the steep markup imposed by ANBL.
Després expressed his intention to continue featuring Fireside Meadery’s products in future events while highlighting the need to eliminate such barriers that hinder inter-provincial trade. The situation caught the attention of Nova Scotia Premier Tim Houston, who criticized the markup and called for greater collaboration among Maritime provinces to support local businesses.
ANBL defended its pricing policy under New Brunswick’s Liquor Control Act, citing the requirement for events to purchase alcohol through the Crown corporation. The regulator justified the markups by emphasizing support for local producers and the absence of direct-to-consumer agreements for such transactions.
In contrast, Nova Scotia’s liquor retailer, NSLC, explained that a festival in the province could directly purchase alcohol from a New Brunswick producer without additional markups. The NSLC clarified the process and costs involved, highlighting a more streamlined approach compared to ANBL’s pricing structure.
The Jeffreys expressed their disappointment with the significant markup by ANBL, stressing the need for greater unity and support among Canadian provinces. They underscored the importance of addressing trade barriers to foster collaboration and growth within the local business community.