Summer Summary
PERIOD 3 May 21 - June 17
PERIOD 4 June 18 - July 15
Seasonal Themes
Summer is the most highly anticipated season in Ontario. We all look forward to longer days in the sun, long weekends, patios, backyards, the great outdoors, and to memorable moments with family and friends. From special moments like weddings and graduations to every-day moments like making the most of BBQ season, the LCBO is here to help you celebrate Summer. With the best selection of refreshment options and thoughtful gifts, all available in one-stop or one-click – we help customers create unforgettable summer memories.
In P3, we’ll kick-off the season by introducing customers to our exciting selection of new summer refreshers that they can enjoy all season long. In P4, we’ll shine a light on our homegrown talent and help customers discover local and Canadian made products.
Lead Categories: local wines, craft beers, Canadian spirits, locally made RTD
Occasions & Observances
Core Sales Occasions | Core Gifting Occasions | Diversity, Inclusion, Belonging & Equity (DIBE) & Support Occasions | |
P3 | CFL Season begins | Lead up to Father’s Day | National Indigenous History Month National Indigenous People’s History Day (June 21) PRIDE |
P4 | Canada Day (Saturday, July 1) | Father’s Day (June 18) Graduations Wedding Season | St. Jean Baptiste Day (June 24) |

Spirit of Sustainability Focus & Fundraising Campaigns | Aeroplan Promotions | Ecommerce Promotions | Food & Drink | |
P3 | Pride Campaign + Good Partner Feature Pride Fundraising / Collective Group of Charities Fundraising Campaign | ONLINE & IN-STORE: Celebrate Dad | One-Day Online Double Points Event: Victoria Day (May 22) | |
P4 | Lab Integration Campaign | ONLINE & IN-STORE: Celebrate Summer Promotion | Summer Release (June 28) |
ALSO HAPPENING IN THE SUMMER:
Summer Gifting Program (Gift Cards and Gift Packaging)
DISPLAY | PRODUCT FOCUS | |
Period 3 | Period 4 | |
Feature Fixture A | Summer Whites | Summer Whites |
Feature Fixture B (New & Seasonal) | Seasonal Rosé Wines | Seasonal Rosé Wines |
Cocktail of the Month (EA 1) | White Spirits - Rum | Canadian Whisky |
Entrance Table | Spirits | Spirits |
Mini Thematic A | Brown Spirits for Father’s Day | Tequila Gifts for Summer |
Mini Thematic B | Give the Gift of Vintages | Canada Day Celebrations (VQA) |
Front Nesting Table | Flight A: Pride (Multi Brand) Flight B: Spirits Seasonal | Flight A: Pride (Multi Brand) Flight B: Spirits Seasonal |
Middle Nesting Table | French Rosés | Rosé All Play |
Beer Block Pile (A) | Beer | Beer |
RTD Block Pile (B) | RTD | RTD |
Loyalty Block Pile (C) | Spirits/Wines | Spirits/Wines |
Mini Thematic C (EA 10) | Local Beer for Summer | Local Cider |
Block Pile D Activation Area | Spirits | Spirits |
Beer Excitement Zone A | Beer | Beer |
Beer Excitement Zone D | Beer | RTD |
Beer Excitement Zone C | Beer | RTD |
Spirits Cold Room | Spirits | Spirits |
Spirited Picks | Spirits | Spirits |
Front End Merchandiser 1 | Spirits | Spirits |
Front End Merchandiser 2 | Impulse Wines | Impulse Wines |
Front End Merchandiser 3 | Spirits | Spirits |
BCRTD Impulse Risers (1-4) | RTD | RTD |
Pop Up Shops | Father’s Day or Pride | BCRTD Summer (Innovations and/or Favourites) |
Enhanced Occasions Package | Father’s Day Scotch | BCRTD Summer |
DISPLAY | PRODUCT FOCUS | |
Period 3 | Period 4 | |
End Aisle 1 (COTM) | See info above. | |
End Aisle 2 | Brown Spirits | Brown Spirits |
End Aisle 3 | Wines | Wines |
End Aisle 4 | Brown Spirits | Brown Spirits |
End Aisle 5 | Vintages | Vintages |
End Aisle 6 | Wines | Wines |
End Aisle 7 | Vintages | Vintages |
End Aisle 8 | RTD | RTD |
End Aisle 9 | Beer | Beer |
End Aisle 10 (MT C) | Beer | Beer |
End Aisle 11 | White Spirits | White Spirits |
End Aisle 12 | White Spirits | White Spirits |
End Aisle 13 | Brown Spirits | Brown Spirits |
End Aisle 14 | White Spirits | White Spirits |
End Aisle 15 | Wines | Wines |
End Aisle 16 | Brown Spirits | Brown Spirits |
End Aisle 17 | White Spirits | White Spirits |
End Aisle 18 | Beer | Beer |
End Aisle 19 | Brown Spirits | Brown Spirits |
End Aisle 20 | Beer | Beer |
Vintages End Aisle (EA VL1) | Vintages Essentials on offer (LTO/BAP) | Vintages Essentials on offer (LTO/BAP) |
Discovery End Aisle (EA W5) | Kosher | Greece |