Army restricts sale of anniversary booze; polices product endorsement perception

OTTAWA – The Canadian Army is all for its soldiers raising a glass to toast upcoming milestones, as long as nobody thinks there’s a product endorsement going on.

And anyone in the general public who would like a sip of the special spirits will remain thirsty unless someone in uniform is willing to share.

National Defence recently issued new guidelines to military units, including the army’s most storied regiments, to govern the production and sale of commemorative beer, wine and spirits for a splash of celebrations expected next year.

In 2014, the Princess Patricia’s Canadian Light Infantry, the Royal 22e Regiment, Royal Montreal Regiment and Regiment du Hull will all mark the 100 years since their formation.

Many units and regiments use the sale of commemorative alcohol as an important fundraiser.

The military has become very touchy about the use of its symbols and images, particularly over the last few years, and a spokeswoman says the new guidelines are meant to ensure regimental badges and logos are used with respect, and not for personal profit.