Your Liquor Mart Air Miles are about to disappear

Morning from the Wheat City — here's what's driving Brandon today.

Okay, so this isn't exactly about the Wheat Kings or the latest Behlen Industries expansion, but it’s something that'll affect almost everyone in Brandon who's ever bought a bottle of something nice. Manitoba Liquor Marts are pulling the plug on Air Miles. After nearly 30 years, that familiar little plastic card is out, and they're hunting for a new loyalty program. I know a lot of folks on 18th Street and down by the Corral Centre have been collecting those points for years, saving up for travel or that new toaster.

### What This Means for Brandon

This isn't just a Winnipeg story; it impacts every Liquor Mart in the province, from the one out by Shoppers Mall to the smaller outlets in surrounding Westman communities.

* **Your Points:** If you're sitting on a pile of Air Miles from your Liquor Mart purchases, you'll want to pay attention. You still have time to use them, but the clock is ticking on earning new ones.

* **New Program Coming:** They're actively looking for a new loyalty partner. Could it be something local? Maybe a program that offers more direct discounts on future purchases, which, given current inflation, wouldn't be a bad thing for household budgets.

* **Economic Impact:** While minor, it's another shift in consumer spending habits. The Liquor Marts are a significant revenue generator for the province — over $700 million in sales last year — and how they incentivize purchases matters.

This move could actually be a win for consumers in the long run if they land a program that offers better value than Air Miles has recently. It’s a good reminder that even established loyalty programs aren't permanent. For a city with a $2.9 billion economy, every little bit of consumer incentive adds up.

Marcus Fehr, MiTL Sports Desk, Brandon.

The crew on the Morning Wire breaks down what this means for your wallet — tune in live at mornings.live.