Shopping at NB Liquor over the next five weeks could help protect salmon.

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A portion of the proceeds from the sale of certain wine, beer and spirits products at NB Liquor stores will go to the Atlantic Salmon Conservation Foundation over the next five weeks. (CBC)

The Crown corporation has partnered with the Atlantic Salmon Conservation Foundation once again for the third annual Protect Our Rivers fundraising drive.

Under the program, launched on Monday in Fredericton, the purchase of certain wine, beer and spirits products results in a donation to the registered non-profit organization.

And this year, the products will be marked with special labels to indicate how much of their proceeds will go toward the foundation, said executive director Stephen Chase.

The donation amount for gold label items is $1.50, silver, $1, and bronze, 50 cents, he said.

In addition, Fredericton brewery Picaroons will be releasing a limited edition sale of their Upstream Lager between now and Sept. 28, said Chase.

Customers can also make a donation at NB Liquor checkouts.

Chase says NBLC customers have responded well to the campaign in the past.

"Last year was our second year. And we really noticed during the campaign that the sales went up," he said.

"And they keep close track on products and how they perform on a month-by-month basis. And there was a clear increase in the sale of those products during the month of September."

Last year, $136,000 was raised and 100 per cent of the funds went to community group projects in the province, said Chase.