We, the undersigned, are concerned about the unfair cider markup currently imposed by the Alberta government. As cider lovers and consumers, we believe that the current markup policy is unjust and has resulted in higher prices for cider products compared to other alcoholic beverages.

We understand that the current policy mandates a markup rate of $.32/L for products under 8% ABV (Direct Distribution) and $1.81/L for Connect Logistics distribution. In comparison, beer is only $.10/L using either distribution method (small manufacturers rates).

This means that consumers are paying significantly more for cider than for beer with similar alcohol content. This policy is discriminatory against cider products and puts an unfair burden on cider producers and consumers.

We believe that all alcoholic beverages should be treated equally and that the markup policy should be based on alcohol content, rather than beverage type. This would ensure fairness and allow cider producers to compete on a level playing field with other alcoholic beverage producers.

We therefore call on the Legislative Assembly of Alberta to review and revise the current cider markup policy, and to implement a fair and equitable markup policy that is based on alcohol content only. We believe that this will benefit the cider industry in Alberta and provide consumers with more choice and affordable prices.