As one of the world's largest purchasers of beverage alcohol, the LCBO is in a unique position to build relationships with suppliers and agents so that together we can provide our customers with the best products at the best prices.
For a product to be considered for sale through the LCBO's retail stores, you must apply first with the appropriate business unit as outlined in this website. LCBO staff from each respective area decide what products we will purchase and retail. Because we receive significantly more new product submissions than we can merchandise, competition is strong.
In each case, the product is thoroughly evaluated—including quality, price, value, packaging and marketing plans—before we make a decision about whether or not to carry a product. As well, once we decide to purchase a product, it's important that agents stay on top of how their products are selling in each market area. Since demand for shelf space is so high, we will discontinue products that aren't selling well to make room for others that will. It is therefore to an agent's advantage to work with the LCBO to host tastings, and develop other types of marketing programs that will draw consumer attention to new products and build lasting sales.
Establishing a Relationship Table of Contents
Agent & Supplier Relationship
Agent Regulations
Agents
Being a supplier's agent to
the LCBO requires extensive resources. Agents
are responsible for the marketing, promoting
and the sales distribution of the products they
represent. Agents need to spend as much or more
time making sure customers choose their products
as they did in getting the LCBO to purchase them.
This includes:
- Liaising with the supplier regarding packaging (from a marketing perspective) and pricing.
- Participation in in-store marketing programs.
- Out-of-store advertising and building brand awareness.
- Liaising with store managers regarding tastings and product knowledge.
- Any other public relations activities.
Suppliers
Suppliers are
responsible for:
- Filling orders accurately and on time.
- Ensuring consistent product quality.
- Packaging and labelling according to pre-set standards and LCBO approvals.
All products selected for general purchase must have agent representation. The new product purchase process is rigorous and detailed. We strongly suggest that all suppliers have an experienced agent who can help work through the details.
The Alcohol and Gaming Commission of Ontario (AGCO) can provide a list of licensed agents. See the Contacts page for appropriate contact information.
Agent RegulationsAgents must:
- Have a licence to represent a manufacturer issued by the Alcohol and Gaming Commission of Ontario (AGCO), under the "Liquor Licence Act", R.S.O. 1990, C.L.19.
- Present their Licence to Represent a Manufacturer to the LCBO, listing all of the manufacturers/suppliers they represent.
- Comply with all applicable liquor laws and the terms and conditions of any permit, authorization or licence issued by the LCBO and/or the AGCO.
- Comply with the terms and conditions of all programs administered by the LCBO in which the agent is involved.
The LCBO will only conduct business with an agent who is in compliance with the above, and will notify the supplier if the LCBO learns of any non-compliance by an agent.
We recommend strongly that licenced representatives obtain and be familiar with a copy of the "Liquor Licence Act and Regulations" (1990) which governs the sale and service of liquor in Ontario. Copies can be purchased from the Ontario Government Bookstore. The address and phone number can be found in the Contacts section of this website.