FY23/24: How to Apply

There are two types of promotional opportunities.Previously, they were referred to as Non-Applied and Applied. Note that we have changed the terminology to more clearly articulate the promotions and the application process.

They are now called Excel Applied and MPTS Applied Promotions, and refer specifically to the type of application that we require submitted by Trade Partners in each case:


  • - Complete the application form, “F24 Promotional Opportunities Excel Application Form,” (linked below) and submit by the deadline indicted below.
  • - We expect to receive one file per supplier. If applying for promotional opportunities in multiple periods please indicate on the application form.
  • - Mock-ups for all supplier produced merchandisers and enhanced activations are also required at the time of application.
  • - Change the title of the document to include the applicant name (e.g. Agent or Vendor), and send the application file to promoapplications@lcbo.com. Do not use any special characters in the Title of the file (e.g. “#” “+” “&”) 
  • - ONLY successful applicants will be notified, due to the volume of applications.


MPTS Applied (Secondary Displays & Support) Programs:

For MPTS APPLIED PROMOTIONS (SECONDARY DISPLAYS & SUPPORT), Trade partners can apply directly in MPTS.

  • - Successful applicants will be notified per the deadlines below.

LCBO will consider several factors when reviewing applications:

  • - Size of the brand and growth trend
  • - LCBO benefit: Sales, up-sell potential, relevancy
  • - Alignment with LCBO seasonal themes, evergreen themes, and key consumer occasions.
  • - Consumer benefit: Education, solution, engagement, value
  • - Spirit of Sustainability information provided

Please note that promotional forecasts are now mandatory at the time of your application for both Excel Applied and MTPS Applied opportunities. Applications without forecasts included will not be considered.

Document Downloads

UPDATE MARCH 2021: The Canadian Food Inspection Agency (CFIA) has new regulations about safety and traceability, and as such a new Form is required for all Value-Add submissions when they are food.

The submission questionnaire may be downloaded below.

F24 Promotional Opportunities Excel Application Form (April 2023)

Click here to download the Excel Application Form

FY24 Promotional Overview (April 2023)

Food Product Value-Add Questionnaire

Click here to download the questionnaire

Period Calendar 2021-22

Financial Period Calendar