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Purpose, Elements & Values


Enrich the lives of Manitobans
Manitoba Liquor & Lotteries strives to make the greatest possible contribution to the economic and social well-being of our province.


Perform Profitably and Sustainably
Sound business practices that strengthen our profitability – allowing us to maximize funding available for healthcare, education and other services Manitobans rely on.

Champion Innovation
A vibrant ownership culture that celebrates innovation – supporting and challenging our employees to continuously improve all aspects of our operations.

Be Progressive
Products and experiences that keep pace with evolving preferences and market trends – ensuring Manitobans’ expectations for choice, quality, value and social responsibility are consistently exceeded.

Engage Manitobans
Meaningful relationships with Manitobans – engaging Manitobans both as customers and citizens to ensure all aspects of Manitoba Liquor & Lotteries operations reflect the needs, expectations and interests of those to whom we are ultimately accountable.


We aspire to live these values in all that we do to enrich the lives of Manitobans.

Everyone Matters – We care about each other, our communities and the environment by being genuine, responsible and considerate.

Better Together – We work together in an open, respectful way to produce and deliver outstanding results.

Customer Focused
Great Experiences – We listen to our internal and external customers so we can anticipate, understand and respond to their needs.

Courage to Explore – We foster an environment of idea sharing, continuous learning and improvement, and push beyond what we have today to what is possible tomorrow.

Keep Promises – We take pride and ownership in making and meeting our commitments.

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