Partner with LCBO’s new Value-Add program, designed to support beverage alcohol agents in enhancing their promotional impact. As industry experts, we recognize how thoughtfully selected value-add items - such as premium glassware, gift bags, gift cards, curated accessories and glassware - can elevate the customer experience and drive engagement.
This program offers suppliers a chance to contribute to a portfolio of high-quality products that enrich and complement the presentation and appeal of beverage alcohol offerings. Together, we’ll help agents deliver a seamless, memorable experience that benefits both LCBO customers and your brand.
Offer Structure
The promotion can be structured as a minimum product purchase. Where appropriate, gifting value-adds will be merchandised with participating beverage alcohol products on promotional displays.
For example:
“Buy X PRODUCT and get a [Packaging vessel/ mixer/ glassware / bar accessory or $XX LCBO Gift Card]”
Gift Packaging*:
LCBO year-round assortment or seasonal collection offerings (gift bags, gift boxes, reusable bags/totes, Vintages wooden boxes, available in various sizes at various retail prices) supporting the full price or “$ off” the product selected via Promotional Coupons. Visit LCBO.com for the catalogue of the full year-round assortment. Seasonal collections available upon request.
Glassware & Bar Accessories*:
LCBO core and seasonal collections available (i.e. stemmed wine glasses, jigger, cocktail shaker, tasting glass, corkscrew etc.) supporting the full price or “$ off” the product selected via Promotional Coupons. Visit LCBO.com for the catalogue of the full year-round assortment.
Glassware:
Neck tags (or similar signage) to be applied to participating products denoting ‘free glassware with purchase’ along with applicable T&Cs. Additional signage to reinforce the value-add/gift with purchase is beneficial.
Cocktail Mixers & Bitters*:
• Partner with a variety of branded cocktail syrups, juices, mixers and bitters, either supporting the full price or “$ off” the product selected via Promotional Coupons. Visit LCBO.com for the current assortment.
Gift Card Options Include:
• Physical co-branded LCBO and Partner gift card – 5,000 MOQ
• Physical LCBO only Gift Card (no minimum required)
• LCBO Digital Gift Card (no minimum required).
• Digital gift cards can be emailed to registered e-commerce customers based on qualifying LCBO.com purchase transactions.
*Product is sold in-store.
Fulfillment Methods
Products selected as value-adds will benefit from internal logistical perks, with products flowing through LCBO distribution centres directly to the participating stores.
Promotion Duration
The promotion may run for a limited number of days in the period (aligning with an activation or sponsorship opportunity etc.) or span a full promotional period. The value-add is only valid for the period in which they are approved.
Application & Approval Process
This is an Excel Applied Promotional Program. Please apply by completing the Excel Application Form before the deadline.
Timing is dependent on type of value-add as some inventory is available immediately.
Once the submitted application to a promotion has been approved by your category partners, please contact the appropriate Product Manager and CC our team: taryn.carpino@lcbo.com, Product Manager, Gifting & Accessories to align on the required lead-times for gift cards, packaging, reusable bags and/or accessories.
• Physical (co-branded) Gift Cards: Up to 14 weeks depending on whether it is co-brand or not.
• Digital Gift Cards: lead-time is flexible.
• Gift Packaging: Year-Round Packaging: 12 weeks, Seasonal Packaging: 24-30 weeks
• Mixers: 12 weeks from approval to in-store date
• Glassware & Bar Accessories: 12 weeks from approval to in-store date
Necktags (or similar signage) to be applied to participating products denoting ‘free PRODUCT with purchase’ or “$xx off” along with applicable T&Cs. Additional signage to reinforce the value-add/gift with purchase is beneficial. All signage to be approved by LCBO Marketing and Customer Experience teams.
Please work with the Product Managers to align on store distribution and forecasting.
LCBO will allocate the selected products to the approved store distribution. Agents to partner with Store employees to support with applying the products to the product/display point.
Guidelines
LCBO Value-Adds must not exceed 20% of the product’s retail value, in accordance with AGCO regulations.
Pricing Information
For more information about these exciting opportunities, please contact taryn.carpino@lcbo.com.
Document Downloads
LCBO Gifting Catalogue
