The Special Events Program provides customers with an exciting and dynamic shopping experience that is designed to engage customers in a discovery of the world of beverage alcohol.
A Special Event is an ideal opportunity to promote beverage alcohol products directly to consumers in an informative and entertaining fashion. Food and drink pairings, cooking demonstrations, product tastings, special appearances, educational seminars and other additional activities are some of the interesting components that can be part of your event.
Team up with a licensee or bring in your own chef to prepare inspiring culinary dishes, or integrate your event to the in-store thematic. From book signings to gourmet food demonstrations, educational seminars or lectures featuring industry guests, the possibilities are endless.
With the Special Events Program the LCBO expects to:
- Increase sales of featured products and related product extensions.
- Integrate events with ongoing promotional themes and programs.
- Create a dynamic and engaging shopping environment for customers.
- Emotionally engage the customer by providing a dynamic shopping experience.
- Up-sell customers to more premium products.
- Educate customers on different uses for beverage alcohol (i.e. cooking).
- Increase time spent in store.
- Encourage frequent visits to stores.
- Attract new customers.
- Promote products in a socially responsible manner.
Integrated Events
Please consider the Promotional Turns and the seasonal nature of your products when booking your events. The LCBO strives for integration at all points of customer contact. Special Events that integrate with the Promotional Turns will receive priority over those events that do not feature a participating product. The LCBO reserves the right to schedule events to ensure supplier product promotions integrate with the in-store programming.
Exception: If you hold your event at one of the Tasting Bars at Store 10, you will see a "BAR" charge of $17.25 plus P.S.T and G.S.T on your invoice. This "BAR" charge does not appear on invoices for events that take place in the Events Kitchens.
Supplier Responsibilities
Suppliers are responsible for providing the following items:
- SMART Serve trained staff to pour product.
- Appropriate food match for the estimated number of guests.
- Confirmed product listings and availability at each of the locations you wish to hold events.
Promotional Support
The LCBO will promote participating suppliers in the following ways:
- In-store signage promoting the event for one week prior to the event, including the "What's On" board (select approved events only).
- Custom signage for selected events (where approved).
- A display of the product in the demonstration area and other approved areas.
- Website event descriptions (www.lcbo.com).
Participating Stores
| Full Service Kitchens | |
| 10 | Summerhill, Toronto |
| 38 | Rideau Street, Ottawa |
| 149 | The Kingsway, Toronto |
| 329 | Orion Gate, Brampton |
| 355 | Bayview Village, Toronto |
| 367 | The Roundhouse, Windsor |
| 412 | Nepean Crossroads, Ottawa |
| 459 | Exmouth Street, Sarnia |
| 522 | Fairview Mall, St. Catharines |
| 536 | Maple |
| 573 | Millcroft Centre, Burlington |
| Premium Tasting Rooms | |
| 10 | Summerhill, Toronto |
| 38 | Rideau St. Ottawa |
| Tasting Rooms | |
| 31 | Collingwood |
| 187 | Barrie |
| 359 | Sault Ste. Marie |
| 495 | Guelph |
| 501 | Thunder Bay |
| Specialty Tasting Bars | |
| 10 | Summerhill, Toronto (2 Tasting Bars) |
Marketplace Tasting Bars (store 217, 355)
There will be opportunities to host an experience based event at the centre marketplace tasting bars at store 217 & 355. Requests will be reviewed on a case-by-case basis.
Key Event Times
Key event times:
Thursdays** pending availability (select locations)
3 - 7 pm or 4 - 8 pm
Fridays 3 - 7 pm or 4 - 8 pm
Saturdays 12 - 4 pm or 1 - 5 pm
Participation Guidelines
Food Match
Supporting the mandate of Social Responsibility, all events must have a food match. An appropriate food match in an Events Kitchen pairs your product with a chef, licensee or caterer. Peanuts, pretzels and chips are not considered appropriate food matches.
Specialty Tasting Bar
(applies to LCBO Summerhill only)
The requirements for food matching at the two available Tasting Bars at the LCBO Summerhill location are less stringent than those of the Events Kitchen. However, the clientele at this location warrants more suitable food matches than pretzels, chips or peanuts.
Special Event Tasting Guidelines
Tasting guidelines must be followed during all Special Events.
- A maximum of two products may be offered (unless otherwise approved).
- Each customer is allowed one sample of each product to a maximum of two samples (unless otherwise approved).
Please note your product must be listed at the store you wish to have your event. Holding an event does not guarantee permanent product listings. Please discuss listing opportunities with the Store Manager or Special Events Coordinator prior to booking your event.
Refer to the "LCBO Special Events Tasting Guidelines" for further information.
Supplier Code of Conduct
- Suppliers or their sampling representatives are not to consume alcohol while the tasting is taking place.
- The sampling station must be staffed at all times during the event. Open product must not be left unattended.
- Use of cell phones during the scheduled event period is not acceptable.
- Suppliers who repeatedly miss events or start late their scheduled events are subject to review of future bookings.
- All servers or product representatives are expected to arrive in business attire. Jeans, shorts and tank tops are not acceptable.
Supplier Insurance Requirements
Permitted Promotional Material
Approved:
- Product information handouts.
- Recipe cards.
- Tent cards.
Any other P.O.P. requests should be included on your application form and are subject to approval. Please remember, any items you bring with you on the day of the event, should be removed at the conclusion of your event. Any unused items will be recycled or disposed of.
Special Events Contests
Complete contest details must be received twelve weeks prior to the start of the desired contest.
- Suppliers may hold an in-store contest as part of the Special Event.
- The contest will be held during the event hours with the draw taking place immediately following the event. If the prize is a certificate, a copy must be provided to the in-store Special Events Coordinator.
- The in-store Special Events Coordinator will notify the winner and copy the supplier via email or fax.
Prizes
- Suppliers are responsible for delivering prizes to participating stores prior to the Special Event. These details must be negotiated at the time of the application submission.
- Prizes may be displayed in the demonstration kitchen prior to and during the event.*
Courses Offered
The LCBO is committed to providing product knowledge and entertaining ideas for our customers. Currently, Wine Appreciation, Tutored Tastings, Cooking Classes, Private Events and Lifestyle Events are available in many of our Full Service locations.
Participating Stores
10, 38, 149, 329, 355, 367, 412, 459, 522, 536, 573
Tasting Room Only/No Cooking Classes
31, 187, 359, 495, 501
Corporate/Closed Events
In selected stores, corporate events are offered to a "private" audience. This audience may include invited customers, media, licensees or internal sales staff. Product maximums will vary and private events include a fee and require a cash deposit upon booking. Client Appreciation or Sales Incentive evenings are two examples of Corporate Events.
Premium Tasting Rooms
Two LCBO locations presently have separate Premium Tasting Rooms. The Premium Tasting Room provides an intimate setting for Private Functions and other Educational Seminars. This space is available for rental based on availability. To reserve one of these locations for a special winemaker/Master Distiller/Brewmaster appearance, media event, branded/product oriented Tutored Tasting, etc., contact specialevents@lcbo.com
Participating Stores: 10, 38
For More Information
To discuss your proposed Special Event, email Special Events at: specialevents@lcbo.com
Applications
To book your Special Event, mail, fax or email a completed Special Events Program application form (PDF) to:
LCBO - Special Events
55 Lake Shore Blvd. E
Toronto, Ontario
M5E 1A4
Fax: (416) 365-5935
email: specialevents@lcbo.com
Complete application forms must be submitted to confirm an event booking. A Special Event (including tastings) is not guaranteed until the application is received and approved.
Application Deadlines
Applications for events must be submitted minimum of 8 weeks in advance. (some exceptions may be considered)