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 183 stores participating in the regular Tasting program, year-round tasting opportunities are also available in selected Combination Stores and "Seasonal" Stores.
For detailed program guidelines, refer to the LCBO Tasting Program Guidelines which can be obtained by calling (416) 864-2559.
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.
Approved Discovery Tastings must be led by supplier/agent's employees. Third party companies may not execute the tastings on behalf of the supplier.
As of January 1, 2005, all persons conducting Tastings on Thursday nights must have Smart Serve certification. Information about Smart Serve is available at : http://www.smartserve.org/.
Key event times may vary at each location. Check with the In-Store Tasting Administrator to confirm peak event times. Alternate times can be arranged. Tastings will be booked on a first come, first served basis.
Applications
Complete a Regular Tasting Program Application form
OR
Complete a Combo Store Tasting Application form
and mail to:
LCBO - In-Store Tasting Administrator
Knowledge Resources Group (#895)
55 Lake Shore Blvd. East.
Toronto, Ontario
M5E 1A4
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.