Beer store ad

The Beer Store wants to scare you

The Beer Store is really worried that one day alcohol might be sold in convenience stores, which, you know, would put a damper on its partial control of fun in this province. As part of its campaign against this possibility (the sum of which you can find on the "Ontario Beer Facts" website), it's released a new ad meant to strike fear in the hearts of anxious straight edge-types and parents everywhere. In it, a group of underage-looking dudes confidently stock up on booze at a local store without getting carded by the guy working the counter, who repeatedly refers to them as "boys" by way of encouraging their purchases.

I love this ad. First, because I envy those kids. They look like they're about to have a good time. And second, because I remember buying booze as an under-ager. It was a pain in the ass. Whether it be shoulder-tapping or fake IDs, much time was spent manoeuvring to buy alcohol. But, guess what? It always worked. Despite the lack of availability of booze at corner stores, we never went thirsty.

Would making booze available in convenience stores lead to the scenario depicted in this delightfully entertaining ad? It's unlikely at best. And fear-mongering like this only serves to make the Beer Store look both out of touch and paranoid...paranoid that its reign over beer sales is at risk, not the health of minors.


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