The Ontario government has announced that it will offer “non-financial incentives” to brewers who sell their beer for $1 once the province’s buck-a-beer plan takes effect later this month.

Speaking at a brewery in Picton today, the Premier says participating businesses will be offered prime spots in Liquor Control Board of Ontario stores or advertising in flyers or inserts, among other possible rewards.

He added that the program will not cost taxpayers anything.

The Progressive Conservative plan is set to lower the minimum price of a bottle or a can of beer from $1.25 to $1 by the Labour Day weekend.

The move is one of Ford’s promises he made during his election campaign, in addition to promising the expansion of the sale of beer and wine to corner and box stores in Ontario.

The Tories have previously said that the return of buck-a-beer would see more competition in the beer market without affecting the province’s revenues from beer and wine taxes.

Government documents show the previous scheme brought in roughly $589 million in 2016-17.