In a recent report, it is argued that consumers could pay less for alcohol and that the province could create more profits from alcohol sales if the government opened the business to more retailers . This report claims that the LCBO is effectively forgoing revenue by preserving its virtual monopoly on alcohol sales. Deregulating alcohol sales would increase available choices and reduce prices for Ontario consumers, as well as improve the competitiveness of Ontario's smaller wineries and breweries and generate more revenue for the government. The government creates the deadweight loss by its reasoning that it sells alcohol in a more socially responsible manner than the free market would. This has been debated by Ontarians since alcohol and tobacco products have been sold in other provinces meeting age restrictions without