Tasting Program Overview
Research indicates that in-store sampling directly influences customers buying decisions. The LCBO Tasting Program has become one of the key elements in promoting brands. Through this program you can capture customer interest and increase sales. Tasting Events will be linked to key programs like Hero Display and selected End Aisle Displays. We recommend that suppliers participating in an IMAGE display end or shelf extender program incorporate tastings into their promotional plan.
Rates
Follow this link for rate information.
Tasting Program Details
In addition to the more than 180 participating stores in the regular Tasting program, year-round tasting opportunities are also available in "Seasonal" Stores. For a complete listing of participating and seasonal stores please refer to the LCBO In-store Tasting Requirements.
Maximum Serving Sizes
(Based on alcohol content by volume)
| Percentage of Alcohol | Maximum Serving Size |
| 15.9% or less | 1 ounce (28.4 mL) |
| 16% to 22.9% | 1/2 ounce (14.2 mL) |
| 23% or greater | 1/4 ounce (7.1 mL) |
Thursday Night Tasting Program
Thursdays have been designated as "Discover The World" night at LCBO stores. This program allows trade representatives to conduct tastings on Thursday nights at almost any LCBO store.
Rates
Follow this link for rate information.
Program Details
All Thursday night tastings must be booked centrally through the In-Store Tasting Administrator and must comply with the rules of the regular Tasting Program.
The supplier may showcase as many products as they like though customers are still limited one sample each of two different products – so a maximum of two samples.
Approved Discovery Tastings must be led by supplier/agent's employees, if a third party agency conducts the tasting the normal bar charge will apply.
Mandatory Training Requirements
As of January 1, 2005, all persons conducting Tastings must have Smart Serve certification. Information about Smart Serve is available at : http://www.smartserve.org/.
All persons conducting Tastings must have 'Serve-Ability: Transforming Ontario's Customer' training. Information about Serve-Ability training can be found at www.mcss.gov.on.ca/mcss/serve-ability/splash.html.
Applications
Applications are now submitted online through the In-Store Experience Programs System IEPS portal. To get access to this portal please submit an online application for a user I.D. and access code at http://www.lcboaccess.com/trading_partner_access_request/. For full instructions on how to use the online system please refer to the In-store Tasting Requirements. If you have any questions regarding the above please contact the In-store Tasting Program Administrator.
Deadline Dates
Follow this link to the deadline dates page.
If you have any questions or require additional information please contact:
In-Store Tasting Administrator (416) 864-2559.