The King of Beer holds court at the Marché Gravelle, a little "dépanneur," or convenience store, at 29 Dalhousie St. in Aylmer.

To beer drinkers across eastern Ontario, western Quebec and beyond, Denis Gravelle is royalty because his prices, especially on the most popular brands such as Coors Light and Labatt Blue, simply can't be beat. In fact, under Quebec regulations, he can't set many prices any lower.

"My best deal today, right now, I have Sleeman Light at $20.39 a case," Mr. Gravelle said. After tax and deposit, that adds up to $25.63, compared with $34.25 at Ontario's Beer Store outlets, which -- with Liquor Control Board stores -- are the only retail sources for beer in Ontario.

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