Mission, Vision and Values

Our Mission

To regulate, distribute and sell beverage alcohol, generating revenue for Manitobans within a framework of social responsibility, customer service excellence, business effectiveness and workplace quality.

Our Vision

Together we will be the model for innovative, sustainable, and responsible service within the Manitoba community and marketplace.


Our Corporate Values

Importance of People - foster a positive workplace by working together as a team toward our common goals. 

Social Responsibility- promote the responsible sale and consumption of beverage alcohol, promote sustainable development and demonstrate a commitment to our community.

Integrity & Fairness - develop respectful and ethical relationships and be fully accountable for our actions, decisions and behaviours. 

Service Excellence - provide superior service to our customers, partners and co-workers. 

Innovation - encourage our employees to be innovative.

Strategic Initiatives - Key Theme Areas

The five key theme areas serve as a blueprint for incorporating our mission statement into our day-to-day activities and represent our roadmap to success. The five theme areas are: 

Financial - Meet the net profit requirements of the Manitoba Government through the controlled sale of beverage alcohol.

Social Responsibility - Promote the responsible sale and consumption of beverage alcohol; sustainable development; and a commitment to our community.

Customer Service: Deliver excellent service to our retail and commercial customers.

Business Effectiveness: Foster relationships with our business partners and improve business processes and systems through innovation.

Workplace Quality: Foster a work environment that is safe, innovative and inclusive.