- by Anne Finlay-Stewart, Editor

It was right after Victoria Day weekend, and the cider coolers at Foodland were almost empty. DJ, the department manager, said the public response to beer and cider sales has been way over what anyone expected.

"The whole priority of this store is local," says DJ and that is obvious in whole coolers full of local craft beer and cider - Outlaw from Southampton, Macleans from Hanover, Sidelaunch from Collingwood and Thornbury Village and Coffin Ridge ciders, among many other Ontario brands. The most popular Canadian and international brands fill the rest of the coolers. DJ worked for the Beer Store for more than a decade, but he is still learning what his Foodland customers want, and how much.

So, if people can buy the same product at the same price at the LCBO or the Beer Store, why is it selling so well at Foodland?

"We're open five hours longer than the Beer Store, for one thing." said DJ, "But more than that, we are catering to millennials who have different buying habits." He explained: These younger adults shop on their way home from work or the movies, or on their way to a gathering of friends. They enjoy Ontario's craft beers and ciders, and they are ready to spend a little more to get what they like. They will try one can of something new – not a case - so they don't mind that the grocery store is limited to single cans or bottles, or six packs.

Being able to get their snacks, or pick up dinner from the fresh sushi bar or the hot and cold deli, makes buying their beverage of choice part of a one-stop-shop.

Beer and cider sales are allowed in selected Ontario grocery stores from 9 a.m. to 11 p.m. Monday to Saturday, and 11 to 6 on Sunday. The tills will automatically lock out alcohol sales outside those hours, or if the cashier does not enter a legal birthdate.

And pay attention to the line you are in – beer and wine can only be sold by staff over 19 who have their Smart Serve and have been sent by the store for special training.

Clearly any restrictions are not deterring the customers for beer and cider this summer. Can wine be far behind?