The LCBO programs continue to evolve to anticipate consumer demand while advocating social responsibility. With high standards for multi-channel integration, in store experience and consistent on-time implementation, they continue to offer an ever wider range of options for LCBO suppliers.
All LCBO programs rotate with every Promotional Turn and include newspaper or Radio advertising, in-store signage, customer publications, special events, tasting events, media relations and the Internet.
The programs are divided into 3 categories:
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Display Programs feature selected products in specific store locations.
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The Support Program complement the Display Programs, offering either value or knowledge to our customers.
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The Experience Programs develop the customers’ knowledge by offering tasting classes and sampling.
Display Program Requirements
The following Charts outlines the additional program support that must complement a Display Program.
Support Programs
Experience Programs
| Hero Display | Pod Displays | End Aisle Displays | Solution End Aisle Displays | Shelf Extenders | Community Shelf Extenders | Mini Thematic | |
| Tastings |  |
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| Special Events | |
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Advertising
| Hero Display | Pod Displays | End Aisle Displays | Solution End Aisle Displays | Shelf Extenders | Community Shelf Extenders | Mini Thematic | |
| Advertising | * |
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| FOOD & DRINK Magazine | |
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* The LCBO reserves the right to select the products that are consistent with the positioning of the specific newspaper Free Standing Insert. Please see the individual Promotional Turn details in the promotional calendar for requirements. ** For selected displays. |
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Application Criteria
Promotional opportunities are available to every size of brand: large, medium and small. There is a specific application process for each program.
The criteria by which brands are chosen for each display opportunity is defined below. If spaces are not all filled with the designated brands, then other brands will be eligible within the distribution criteria. The goal of each program is to achieve the highest return and maximum customer interest for each display opportunity.
| Program | Product |
| Hero Display | High volume |
| Pod Displays | By invitation only |
| End Aisle Displays | High volume |
| Solution End Aisle Displays | Premium, deluxe or niche product |
| Mini Thematic Program | High, medium and low volume |
| Shelf extenders | High and medium volume |
| Community Shelf Extenders | High volume |
Products must meet the minimum distribution in order to be considered for evaluation. The applications are evaluated based on the following:
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Product(s) sales, sales trend, sales trend versus category trend, and potential incremental sales.
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Suppliers commitment to purchase or participate in Support Programs to pique consumer interest and provide maximum return, including Limited Time Offers, Bonus AIR MILES®, Bundled Bonus AIR MILES®, Value Adds, Tastings, Special Events, Necktags, Contests, Charitable Donation, FOOD & DRINK Advertising, LCBO Advertising, External Complementary Programs, etc.
The chart below outlines the start and end dates as well as shipping dates of all Promotional Turns for the LCBO’s upcoming fiscal year.
| Promotional Turn | Promotional Turn Dates | Application Deadlines | ||
| All Display programs and their Support programs | Discovery Shelf extenders and all stand alone support programs | |||
| 1 | Spain and Portugal | Mar 29 Apr 25, 2009 |
October 26, 2007 | July 25, 2008 |
| 2 | Open for Summer | Apr 26 May 23, 2009 |
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| 3 | White Spirits | May 24 Jun 20, 2009 |
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| 4 | Ready to Drink | Jun 21 Jul 18, 2009 |
October 24, 2008 | October 24, 2008 |
| 5 | Beer | Jul 19 Aug 15, 2009 |
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| 6 | Local Restaurateurs | Aug 16 Sep 12, 2009 |
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| 7 | Wines of Ontario | Sep 13 Oct 10, 2009 |
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| 8 | Whisky | Oct 11 Nov 7, 2009 |
January 23, 2009 | |
| 9 | Holiday I | Nov 8 Nov 28, 2009 |
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| 10 | Holiday II | Nov 29, 2009 Jan 2, 2010 |
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| 11 | Value All Play | Jan 3 Jan 30, 2010 |
May 8, 2009 | |
| 12 | Medal Winners | Jan 31 Feb 27, 2010 |
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| 13 | White Wines | Feb 28 Mar 27, 2010 |
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| 2010/11 | ||||
| 1 | Liqueurs | Mar 28 Apr 24, 2010 |
October 24, 2008 | July 24, 2009 |
| 2 | France | Apr 25 May 22, 2010 |
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Note:Suppliers invited to participate in the Pod Displays program will be notified of the invitation for the specific Promotional Turn their product will be featured in by the Stand Alone Programs application date of that turn.
Installation dates
The reporting weeks for each Promotional Turn is Sunday through Saturday, however the change over is completed by the first Wednesday of each Promotional Turn for a duration of 4 weeks.*
Takedown and set-up of displays occurs on the first Monday and Tuesday of each Promotional Turn.
All displays remain in place until the close of business on the last Sunday of the Promotional Turn.
*Exceptions :
- Promotional Turn #9 Holiday I (3 weeks)
- Promotional Turn #10 Holiday II (5 weeks)
- Promotional Turn #11 Value (3 weeks)
How to Participate:
Review the list of LCBO Promotional themes and select a promotion that is appropriate for the product(s) you wish to feature. Only apply for Promotional Turn display opportunities specific to your product(s).
Applications not meeting the LCBO specific selection criteria will not be processed.
Some Support Programs outlined on this site can be purchased separately. (Limited Time Offers, Value Add, AIR MILES® , Tastings, etc.)
Complete the Application using the Merchandising Promotions Tracking System by the date required.
For further assistance or additional information, please contact the applicable Category:
| Spirits: | (416) 365-5893 |
| Wines | (416) 365-5874 |
| Beers and Ready to Drink: | (416) 365-5891 |