The government of Ontario Premier Doug Ford is preparing to change the rules regarding how beer, wine, cider, and spirits are sold in the province.

Industry officials expect the government measure to affect all types of alcohol sold.

The looming reforms also involve conflicting interests, as large supermarket chains, small store chains, giant beer and wine producers, craft breweries, and small wineries compete for the best possible deal when the $10 billion-a-year retail landscape changes.

As negotiations continue, Ford's government faces its own internal dilemma between the competing desire to give the free market greater control over alcohol sales versus maintaining the revenue flow from the Liquor Control Board of Ontario (LCBO) into the provincial treasury.