The Beer Store (TBS) is a government sanctioned cartel (they call it a consortium) of three private companies (two of which are 98% owners of TBS). TBS is controlled under Ontario's Liquor Control Board Act which gives the LCBO the power to set price floors, set how much beer may be discounted during a "sale," and just about everything else to do with sales and distribution. TBS's employees are all members of United Food and Commercial Workers International Union.
So what is OCSA trying to accomplish? They have a campaign on Facebook, and here, which purports to argue "Free Our Beer." They're plying the idea that most people want convenience and a bit of a lower cost, which is certainly true. As for competition, they don't really want to "free our beer" they want to get in on the action and become part of the cartel.