This program provides an opportunity for high-volume brands to engage with LCBO customers in our high-traffic engagement aisle. Participation in the program will position your brand at the forefront of the customer’s journey, and includes brand presence in key display space. Block Pile A is allocated to Beer and Block Pile B is allocated to Ready-to-Drink. These displays are meant to live for 4 weeks, but where possible hold for 8 weeks. Block Piles may be brand take-overs or multi-brand opportunities.
This is an Excel Applied Promotional Program. Please apply by completing the Excel Application Form before the deadline.
Engagement:
Refer to the Participating Store List page (linked below) for stores and flighting information.
Assortment Requirement:
• 2-8 SKUs (per display)
Supplier-produced Merchandisers:
This is a free standing display located near the front of the beer section. A supplierproduced merchandiser (approved by LCBO) may take the place of the standard block pile format. Please refer to “Supplier-Produced Merchandiser Guidelines” for details.
NOTE: Value-add merchandisers will not be accommodated in stores that implement the program on an End Aisle or the Metal Frame fixture. Merchandisers for Block Pile stores must accommodate all participating SKUs within the display.
Digital Advertising Component:
• Products approved for these displays will be included in LCBO’s Digital Campaigns (click here for more details).
• NOTE: Where displays feature multiple products from a single brand (or multiple brands), the LCBO will select, at their discretion, at least one product from each brand to be featured in the Flyer
These Block Pile Packages, inclusive of all opportunities and non-negotiable, are available for a rate of:
Refer to the FY26 Promotional Opportunities document for Product Allocations by Period.
Document Downloads & Quick Links
Click here for the Participating Store List.
Click here for Supplier Guidelines.