Liberal MLA Abel LeBlanc is calling on NB Liquor to cancel its promotion that gives away a free bottle of whisky with the purchase of the government's brand of beer. (CBC)

A backbench Liberal MLA is calling on NB Liquor to halt a promotion that gives a free bottle of whisky to anyone who purchases a case of the government's beer.

Selection and Selection Light, the government brands, have enjoyed prime floor and shelf locations at most New Brunswick Liquor Stores since NB Liquor rolled out the product last March.

Sales of the government beer have fallen 75 per cent since its launch last March. But sales jumped last week when NB Liquor began giving away a 200-millilitre bottle of Seagram's 5-Star Rye Whisky, normally worth $8, to anyone who would buy a case of Selection Light.

"We sold 262 bundles on the first day," said Nora Lacey, a spokeswoman for the Crown corporation.

That result means the whisky giveaway nearly tripled Selection Light daily average sales, which are roughly 90 cases.

But Liberal MLA Abel LeBlanc, who has been a member of Alcoholics Anonymous for 40 years, said the liquor corporation should not be proud of its sudden spike in suds sales.

"It's the wrong kind of promotion that we should be selling to the people of New Brunswick," LeBlanc said.

Finance Minister Greg Byrne, who is responsible for NB Liquor, had no comment on the whisky promotion on Monday.

Promo could violate liquor rules

Selection Lager and Selection Light have been given prime floor space in NB Liquor stores since the government's brand was rolled out in March. (CBC)Progressive Conservative MLA Trevor Holder is also raising questions about the government handing out free liquor to stimulate sales.

"Simply from a social perspective, I don't know if the government should be in the business of handing out free liquor at liquor agencies," Holder said.

But another critic suggests that the Crown corporation is sidestepping provincial rules put in place to promote responsible drinking.

NB Liquor forbids the sale of beer for less than Selection's price of $18.67 per dozen, in order to discourage excess drinking.

Craig Pinhey, a New Brunswick wine critic, said that means the organization is skirting its own pricing rules with the whisky giveaway just to unload its own beer brand.

"It's the hypocrisy thing. Here's our rules, 'Oh well let's just break them,'" Pinhey said.