Nova Scotia liquor stores IDing every customer

HALIFAX—The Nova Scotia Liquor Corporation has a plan that is likely to make older people happy and younger people frustrated.

For one week next month, the NSLC staff working at stores in Antigonish, Wolfville and New Minas will be asking every customer for identification, regardless of age.

The awareness campaign, from Sept. 5-11, is part of a pilot project by the liquor retailer to reduce the chances of someone underage from purchasing alcohol.

It be being promoted with print and radio ads with the tagline of Feel Young Again.

Antigonish, Wolfville and New Minas are the closest communities to St. Francis Xavier and Acadia Universities, and their large student populations.

"We just wanted to do something new for orientation week at universities to make sure beverage alcohol during that that week,” said Jennifer Gray, a communications spokesperson with the NSLC.

“Under age drinking has been known to be a problem. We’re committed to social responsibility year round.”

It is NSLC policy to ask for identification from anyone who looks under age 25, through the corporation’s Check 25 program.

“This has a bit of a humourous approach and it is designed to be flattering. We did not want it to be an irritant for customers,” Gray said.

She added that the test pilot will be evaluated and they corporation will decide whether to bring it back in 2011 or to expand it to other communities.

“We just want to make sure nobody slips through the cracks,” said Gray.

A number of NSLC licensees in Antigonish, Wolfville and New Minas are also on board with the campaign.