People who appear under 30 are getting identified more often at liquor stores according to numbers from the NSLC.
The latest data from the NSLC shows they checked over a million IDs in a year, and turned away 10,000 people.
They are trying to make it more difficult for underage drinkers to obtain alcohol.
What used to be the Check 25 program three years ago is now the WE ID program, requiring cashiers to check IDs of anyone who looks under 30.
"The whole, how old does someone look, it's very subjective,” said Mike Maloney, external communications for the NSLC. “And that's why we wanted to raise the bar from 25 to 30. Because it does increase your chances of making sure that nobody slips through that shouldn't."
The NSLC checks on its own stores using the CRG Mystery Shopping program that gets people in their 20s to go into stores, buy alcohol and keep track of how often they are asked for ID.
Just a few years ago, the NSLC was checking about seven of every 10 customers who appeared to be under 30.
Now, that's up to between eight and nine customers.
Their figures also suggest that checking is less frequent at private wine stores and agency stores.
Wine and agency stores used to check fewer than half of their customers who appeared to be younger than 30.
Now, they check just over 70 per cent of them.