Remember that story out of the Canadian province of New Brunswick that it was going to brand it's own beer in part to dissuade locals from going to Maine or Quebec to get good beer at an honest price? Well - surprise, surprise - it's an utter failure:
In 2008, Dana Clendenning, the liquor corporation's former president and chief executive officer at the time, said the strategy was to keep people from heading across the border in pursuit of discount beer. He told a legislative committee at the time that NB Liquor was losing about $12 million in sales annually, primarily to Quebec. Selection Lager and Selection Light were sold for $19.99 for 12 cans, a price that undercut other brands in New Brunswick to guard against cross-border beer shopping. Lacey said that cross-border sales are still a dilemma, but Selection was released to make a buzz in New Brunswick's beer market.
What can one say? Let people sell it for what it is worth in the marketplace and people will buy it. Try to convince people that they have to buy gak for a high price because the government says so? Well, expect them to find another way. Classic lesson and one that won't likely be learned.