Customer Well-Being


We are committed to helping customers have positive experiences with our products.

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Our Approach

We care about the well-being of Manitobans and are commited to helping them enjoy our products in a responsible manner. Through customer awareness, research, funding and staff training, we aim to help customers make informed decisions about the consumption of our products. It is important to us that we support Manitobans in having lower-risk relationships with alcohol, gambling and cannabis.


Informed Gambling

Helping customers enjoy gambling as a form of entertainment is the goal of Informed Gambling. We aim to dispel commonly-held myths, provide information on how the games work, and provide our customers with tips to help keep their gaming experience fun.

Visit our Informed Gambling website

Informed Gambling logo



The DrinkSense program aims to help our customers have positive experiences with the products we sell. We want to help Manitobans have a healthy, responsible relationship with alcohol by sharing tips, mocktail recipes and information that inspire memorable nights and encourage them to enjoy themselves with zero-proof options in the mix.

Visit our DrinkSense website

DrinkSense Logo



Consuming cannabis is a personal choice and if it is one that you are making we want to provide you with guidelines related to the Lower Risk Use of Cannabis, some potential health effects to be aware of and tips for chatting with your kids about cannabis.

Visit our cannabis resource page.


Help When Needed

Connecting Manitobans to resources that can help them navigate their relationship with alcohol or gambling is important to us. If you are concerned about your drinking, gambling, or cannabis use or are impacted by someone else’s drinking, gambling or cannabis use, help is close to home. 

Visit our Finding Help page for more resources

Help Support Group


Non-Profit Grants

We provide funding to organizations that deliver harm minimization services in Manitoba to make sure help is available when it’s needed. From support for maternal health programs to financial counselling, we are investing in community responses to the short- and long-term risks of alcohol, gambling and cannabis.


Staff Training

Casino and Liquor Mart staff are trained to provide the best service possible to Manitobans. This includes training on providing accurate information about our products, answering questions related to finding help, understanding how to refuse service to an intoxicated person and identifying someone under age. 

We also ensure lottery retailers are trained and through the Liquor, Gaming and Cannabis Authority of Manitoba (LGCA), employees at liquor vendors, beer vendors and video lotto (VLT) sites are trained on the responsible sale of alcohol, responsible gambling and player information, as well as problem gambling services.


Research & Evaluation

We use research and evaluation results to make evidence-based decisions and improve the quality and effectiveness of our programs. Research and program evaluations are conducted on our own  and with our partners in Manitoba and across Canada.




59% of Manitoba consumers of alcohol were aware of the DrinkSense brand last year.


Informed Gambling

Informed Gambling Centres recorded over 14,000 visits in the 2022-23 year, more than tripling the total number of visits the previous year.

$10.4 million

Addictions Foundation

We provided $10.4 million in funding to organziations and communities working to reduce harms from alcohol, gambling and cannabis. This includes $5.3M to Shared Health (formerly Addictions Foundation of Manitoba) for addictions awareness, treatment and evaluation in 2023/24.