Key Program Changes & Updates
Periods 1-6 Seasonal Updates
Please be advised, this document contains the planned promotional activity for Periods 1 - 6.
Plans for Periods 7-13 will be shared at a later date.
Please connect with your Category partners for more information.
Value-Add Merchandisers Removed From Displays
The Supplier Merchandiser options have been removed from the following displays:
• Block Pile A (for stores that implement on End Aisles or the Metal Frame fixture)
• Spirits Cold Room (A-Frame)
Value-adds for products on these displays must be physically applied to participating products. Value-adds for the Spirits Cold Room display may also be merchandised on the top shelf of the fixture as an additional option.
Week Long Super Sale Events
Details on this new program are available on the Super Sale page.
The Super Sale Program is used to drive traffic in-store through compelling offers on popular products in advance of key occasions. Participating products will be merchandised in our high-traffic engagement aisle for the duration of the sale. Suppliers are encouraged to apply with their best offer proposition.
Updates Charity Promotions Program Application
About the Charity Promotions Program
Spirit of Sustainability (SoS) is the LCBO’s social-impact platform designed to create a more sustainable future for Ontario by supporting the province’s social and environmental needs. SoS’s efforts focus on three strategic pillars: Good People, Good Planet, and Good Partnerships.
As part of our Good Partnerships pillar, we are committed to recognizing and supporting Good Partners who are making strides in sustainability through diversity, inclusion, community investments, and environmental practices.
In alignment with our Good Partnerships commitment, we have strengthened any related charity / non-profit related programs or partnerships executed by suppliers within the LCBO footprint. Our refreshed Charity Promotions Program application process will streamline how suppliers apply for charity-related in-store / online promotions and improve alignment to SoS.
Eligibility Requirements
All LCBO suppliers that are providing donations from product sales towards a charity or non-profit and are promoting that partnership through LCBO sales channels such as LCBO.com, social media, in-store and external advertisement or product packaging must apply for the Charity Promotions Program.
How to Submit an Application
The new Charity Promotions Program application process entails the submission of the following documents to spiritofsustainability@lcbo.com for approval of your promotion:
• Application form;
• letter from the charitable partner confirming their engagement in the promotion (sample letter
available in the application form);
• proof of charitable registration.
You can view and download the LCBO’s Charity Promotions Program application form in English in the ‘Sustainability’ section of www.doingbusinesswithlcbo.com. If you have any questions regarding the updated process or you require the Guidelines in French or in an additional language, please contact us at spiritofsustainability@lcbo.com.
Program Consolidation with E-Commerce or External Advertising Opportunities
As a reminder, the following programs have been consolidated with existing e-commerce or advertising opportunities. As of FY25, the following programs have been bundled with the noted displays.
Display | Bundled with |
| End Aisles 2-9 and 11-20* | Digital “Meta” Flyer Opportunity |
| Block Piles A & B & C | |
| Beer Excitement Zone (21A, C & D) ** | |
| Wines & Spirits Gifting Displays | Gifting Digital Advertising Campaign |
| Vintages Essentials on Offer End Aisle | LCBO.com Paid Placement |
| Entrance Table | |
| Cocktail of the Month (End Aisle 1) | |
| Local Beer & Cider Display (End Aisle 10) | |
| Top Picks (RTD Impulse Display) |
*Excludes End Aisles 1/Cocktail of the Month and 10 Local Beer & Cider Display
**Excludes Beer Excitement Zone 21B
Accessing Participating Store Lists
We’ve added “How To” instructions on where to find and how to download and sort Participating Store Lists on www.doingbusinesswithlcbo.com!
New/updated lists are added 4 weeks before the launch of each period.
Refer to the Participating Store Lists section in the Appendix for details.