The T-Rex Distillery in Alberta faced backlash over its four-liter vodka jugs, which were priced at $49.95 in some stores in Edmonton. Service Alberta Minister Dale Nally criticized the pricing, stating that it was not responsible, even though the product was compliant with regulations. CEO Yvonne Irnich expressed anger over the negative comments and called for a public apology from the minister. The jugs had been on the market for nearly a year without issue until a photo on social media sparked controversy, leading to the distillery halting production and stores pulling the special sale price.
Despite the initial backlash, support from customers praising the affordability of the product prompted the distillery to resume production and aim to have the jugs back on shelves for slightly higher prices. Irnich emphasized the importance of meeting demand for low-price alcohol, noting that there are even cheaper vodkas available in the market. The provincial oversight agency sets wholesale costs for retailers, who can then set their own prices. Nally clarified that he would not impose floor prices, maintaining support for a free and open market while prioritizing social responsibility and the health and safety of consumers.
The T-Rex Distillery called for the reinstatement of a rule requiring distilleries to produce at least 80% of their products in-house, citing that its removal forced them and other distilleries to lower prices to stay competitive. Nally viewed the rule as red tape and was not looking to reinstate it. The distillery aimed to have the jugs back on shelves for $56.99, highlighting the impact of the removal of the in-house production rule on pricing strategies. Irnich expressed frustration over the minister’s comments affecting her business and sought a public apology.
The negative backlash faced by the T-Rex Distillery led to a temporary halt in production and stores pulling the special sale price. However, positive customer feedback on the affordability of the product prompted the distillery to resume production and set slightly higher prices for the jugs. Despite the controversy, the distillery aimed to meet the demand for low-price alcohol while complying with regulations governing pricing and production. Nally emphasized the government’s support for a free market while upholding social responsibility and consumer safety in the liquor industry.
The controversy surrounding the pricing of the T-Rex Distillery’s vodka jugs highlighted the complexity of balancing affordability with social responsibility in the alcohol industry. CEO Yvonne Irnich expressed frustration over negative comments from the minister and called for a public apology. The distillery aimed to address pricing concerns while meeting customer demand for low-cost alcohol, emphasizing the impact of regulatory changes on pricing strategies. The government’s stance on maintaining a free market while prioritizing social responsibility and consumer safety underscored the challenges faced by distilleries in setting prices and meeting regulatory requirements in the alcohol industry.
