Huh?

Most of you probably don't know this, but in Ontario if you want to buy liquor, you have ONE choice - the LCBO (also known as the Liquor Control Board of Ontario). They are government run retail outlets that offer everything.

And they're the only game in town.

You can't buy wine at grocery stores. There are no independent liquor stores. Just the LCBO.

Which makes one wonder about their marketing.

Because when you purchase your wine and spirits at the LCBO, they have a "rewards program" that helps you accumulate airmiles - airmiles that help you travel to places (like here) where you can buy booze anywhere (and for less money! Oh the irony.

Can you imagine the braintrust that came up with the idea? How can we increase sales? I know! Let's offer airmiles!

PEOPLE! YOU'RE THE ONLY GAME IN TOWN!!!!!! You have no competition. Why spend a cent on marketing or advertising!

And then the answer became evident.

They're run by the government.