The looming strike deadline for LCBO employees has lent renewed vigour to calls for a reformation of Ontario’s liquor laws.

A petition started by the Ontario Convenience Stores Association to allow alcohol sales in variety stores has gathered more than 112,000 signatures.

“Let’s start moving forward and understanding we can’t afford to build $3-million Taj Mahals and pay $30-$35 an hour, when in fact there’s another channel that is willing to deliver those goods to your neighbourhood,” says Dave Bryan, the group’s CEO.

Proponents of opening up alcohol sales say it would put a stop to situations like the one currently taking place, where LCBO employees may walk off the job and deprive Ontarians of alcohol.

The provincial Progressive Conservatives have even released a white paper on the issue, saying the government should continue to regulate alcohol sales, but doesn’t need to administer every single sale.

“We need to start treating adults like adults in the province of Ontario,” says Kitchener-Conestoga MPP Michael Harris.

Bryan says craft brewers and local vineyards stand to benefit from relaxing alcohol rules, as they may be able to sell their products through a handful of local stores rather than needing to deal with one seller across the province.

Harris says such a move could also increase the $1.6 billion in profit the LCBO handed over to the province last year.

“If you open it up to more franchising, more stores, more revenue – (there are) greater profits for the province,” he says.

CTV’s Priya Mann is examining the LCBO in a three-part series airing this week on CTV News.