Marketplace and Modernization changes
In 2023, the provincial government announced the modernization of the marketplace to create more convenience and choice for consumers. In addition to more retailers selling alcohol, it was announced that LCBO will become the exclusive wholesaler for all retail, bars and restaurants selling alcohol, and a new ‘cost-plus’ wholesale pricing would be developed that was consistent for all retailers.
At the same time, LCBO has embarked on a multi-year program called Future State Modernization (FSM) that will strengthen our IT systems, and streamline our business processes, improving our operations for our company and our stakeholders.
FSM is a critical enabler of marketplace modernization, and both will result in changes for hospitality licensees starting April 1.
LCBO becomes the exclusive wholesaler of record – April 1
On April 1, LCBO becomes the wholesaler of record, which means that hospitality licensees must purchase alcohol from the LCBO or through a distributor that is authorized to facilitate sales on LCBO’s behalf. Authorized distributors may include The Beer Store, import keg distributors or suppliers participating in LCBO’s Direct Delivery Program.
What should I know or do?
- Brewers must now be authorized by LCBO to sell directly to hospitality licensees, or be listed at the LCBO or The Beer Store. Hospitality licensees should make sure that they are purchasing from an authorized representative – the list can be found here.
- Hospitality licensees can now purchase any beer from the LCBO or The Beer store (based on available SKUs).
What’s not changing?
- You may continue to shop at the LCBO – in store or online
- You may continue to shop at The Beer Store – in store or online
- You may continue to purchase from suppliers (wine, spirit and RTD) if they are authorized under the LCBO’s Direct Delivery Program.
- You may continue to purchase from authorized agents under LCBO’s Specialty Services.
New wholesale pricing model introduced – April 1
As directed by the provincial government, LCBO is implementing a new wholesale pricing model based on a formula that adds taxes, mark-ups, and fees to the supplier’s quote. The new pricing model closely aligns with industry standard best practices and will streamline and simplify the current wholesale pricing model.
Hospitality licensees should be aware that it may take longer to process in-store orders since our Point of Sale (POS) system will be unable to support new wholesale pricing until early 2027, and manual workarounds will be required. We encourage you to allow more time when shopping in store and we thank you in advance for your understanding as we transform our business.
If you’re looking for a more seamless experience that will save you time, we encourage you to shop on wholesale.lcbo.com, where you have the option to deliver to your business or pick up the order in store. Click here to learn more about ordering online.
If you’re unable to order online, you have the option of emailing or calling your regular LCBO store in advance to place an order for pick‑up, allowing the order to be prepared for you. Please note that while we can prepare your order in advance, we no longer accept credit cards over the phone.
Future State Modernization, including enhancements to wholesale.lcbo.com – April 1
As part of LCBO’s Future State Modernization, licensees who shop online can expect the following changes:
- We will be expanding same-day pickup to all 680+ LCBO stores.
- Dropshipping will be introduced, which means that if you purchase select domestic products on wholesale.lcbo.com, they may be shipped directly from domestic alcohol suppliers.
- We will be integrating the claims process into wholesale.lcbo.com and the B2B Claims App will be decommissioned.
Key dates
If you currently order on wholesale.lcbo.com, there will be a migration period where new information cannot flow into our systems as we approach April 1. As a result, the following impacts and actions should be noted to ensure a smooth transition and prevent any interruptions to your business.
- March 23 (6pm) until March 31: You will be unable to place online orders for delivery on wholesale.lcbo.com, but you can continue to view information until the evening of March 30 when it will be offline. You are encouraged to plan ahead with and order additional inventory online in preparation.
- March 24 – 31: You will have an alternative ordering option which will allow you to manually place orders for select LCBO and/or TBS products for delivery during this time. Further details have been shared with you by email. We have developed a job aid for you that can be found here.
You may continue to do the following during this time:
- Shop in LCBO stores and The Beer Store
- Order beer from domestic producers
- Order product from agents through LCBO Specialty Services consignment program (until 12pm on March 27)
- Order directly from domestic suppliers participating in LCBO’s Direct Delivery Program.
- March 25 (11pm): Last day to place an online order for in-store pickup.
- March 28 (noon): All in-store pick up orders must be picked up otherwise they will be cancelled.
- April 1: Wholesale.lcbo.com is once again available; ordering resumes and claims can be submitted on the same platform.
- April 10: Last date to submit a claim on the B2B Claims App online. You will be able to view / download historical data until April 30. Starting April 1, all claims should be made on wholesale.lcbo.com.
A calendar of key dates for easy reference can be found here.
Information and resources
- Training module: Claims submission and key FSM changes
- Ordering reminders for hospitality licensees in March 2026
You can contact your Client Service Coordinator with any questions or email licensee@lcbo.com.