Ahead of the launch of alcohol sales at thousands of corner stores in Ontario this month, residents feared that the newfound convenience of additional retail options — the key reason Premier Doug Ford touted the move — would come at a significantly higher cost at the cash register.

And though seems that the markups at shops like Circle K and 7-11 are not nearly as bad as customers expected, there is one pricing change that came into effect as part of the new legislation that has some people up in arms.

Shoppers browsing the Beer Store either online or in person have noticed that the chain has adjusted its product pricing since brews, wine, ciders, and ready-to-drink cocktails became available at other outlets.

Namely, HST and deposit fees, which used to be incorporated into the Beer Store's advertised cost, are now added on after the fact — something many seem to think is deceptive and even pointless.

On the heels of adding liquor sales to corner stores, the beer store changed its price labelling to not include deposit or taxes. Don’t know what they hope to achieve in the long run with this because once you’re aware, it’s just annoying and obviously not a lower price

— Craig Smye (@CraigSmye) September 9, 2024

Some who have been duped by the quiet switch have taken to socials to warn others, like one person who stocked up on their favourite beer after noticing it was suddenly more than $7 cheaper than before.

"I grab 3 cases and at the till I'm puzzled, as it's the same total price as usual. Turns out after I ask is that they are not adding in the GST and deposit like usual," the confounded patron wrote on X last Sunday.

"I assume it's to not look more expensive than the corner stores, which are selling beer now. Well, might be my last purchase at the Beer Store."

The update appears to have been implemented on September 5, the first day that newly-licenced corner stores debuted their alcoholic offerings to the public — offerings that, under Ontario's new regulations, likewise don't have to include these two factors in the posted price.

As the Beer Store explained in response to complaints on X, "the way we display pricing has changed in response to marketplace modernization and the sale of alcohol. Our goal is to show you the best price and that means showing you the content price before deposit and HST."

So is the Beer Store really out of touch. They now advertise beer a price without tax and return of the cans or bottles . You get to the cash and what is 47.98 is now 57.98. Trying to blame the govt for tax and returns. People only blame them. Shoot yourself in the foot!

— gail nyberg O.Ont (@foodbanklady) September 12, 2024

The Alcohol and Gaming Commission of Ontario (AGCO) confirmed to blogTO via email on Tuesday that as of the September 5 date, retail licensees indeed "no longer need to include all taxes and container deposits in displayed prices."

This includes corner stores newly selling boozy beverages, as well as, yes, the Beer Store.

What's up with the stripped pricing at your stores now? Bring back the all in pricing!

— Miguel (@migseaw) September 12, 2024

These regulatory changes were first approved back in May, but may have been completely missed by citizens amid the broader news of the big rollout. The LCBO's sticker prices, meanwhile, still include tax and deposit, as always.