Manitobans buying more cannabis; revenue growth outpacing booze: MBLL

Cannabis sales are lighting up revenues for Manitoba Liquor and Lotteries.

Manitobans are buying more cannabis, with revenue growth outpacing booze, according to the latest report from Manitoba Liquor & Lotteries (MBLL).

In its 2024-25 Annual Report, the provincial Crown corporation reported that it generated $16.46 million more revenue related to cannabis sales over 12 months ending on March 31. This outpaced the $14.27 million increase in liquor operations or the $11.01 million increase from casinos.

Total revenue from cannabis operations over the past year surpassed $170 million, a 10.7 per cent increase from the prior year. Casino revenue ranked second for revenue growth, at 4.5 per cent, with liquor operations, lottery, online gaming and video lotto revenue all sporting growth as well.

The report notes the main driver behind the figures is more cannabis stores, with improved access in rural regions and cities. During the year, the province had a net increase of 24 cannabis stores, increasing to 229 stores across the province.

Of the available cannabis products, extracts sales were up 19.6 per cent from $49.97 million to $59.77 million. Dried flower products continued to make up the bulk of cannabis sales at $98.92 million.

Still, liquor operations remain by far the dominant revenue source for the Crown corporation led by beer sales. The past year brought in over $887.80 million in liquor operations, followed by $343.06 million in video lotto revenues.

MBLL foresees continued efficiencies to the wholesale and distribution model for cannabis operations, including enhancements to the online product catalogue, according to the report.

The Crown corporation became responsible for the supply and distribution of recreational cannabis in Manitoba when it became legal in 2018.

All profit from MBLL is invested back in the province to support provincial programs and initiatives such as health care and social services, according to the Crown corporation.

The full annual report can be accessed online.