FAQ’s
Q1. This is my first time, how to I access the tasting program?
A1. Applying to TPAR - Trading Partner Access Request - allows you to request access to various LCBO web-based systems.
To complete the form please click on the link Trade Partner Access Request | Doing Business with LCBO
For help with Trade Access email tpar@lcbo.com
Q2. How many products can I have at my tasting?
A2. Up to 3 products under 7% but only 2 or less of products over 7%.
Q3. Can I create applications for NEW products that are not currently listed but will be at the time of the tasting?
A3. You can! Please apply using a currently listed product to stores that will be “forced” the new product only. Please place a note with the application with the NEW products number and send a force list to instoretastings@lcbo.com noting the application number.
Q4. What if the product I selected for the tasting Is not available at the time of the tasting?
A4. Please email instoretastings@lcbo.com to determine if a substitute is possible. It is the agent’s responsibility to follow up with the stores two weeks in advance to confirm stock is available for the tasting. If the product is available at other locations but not the store the tasting is at, a substitute may not be selected rather the agent should work with the store to transfer the product to the location of the tasting.
Q5. I would like to make a cocktail but the product I need to add is not under my agency. Can I have products from other agents at my tasting?
A5. You can not enter different agents’ products into your application. You can use the product, but you will need to purchase the product at retail.
Q6. Can I bring food to the tasting?
A6. Food can only be served at Enhanced tasting events, and the demonstrator must have a valid food handling certificate.
Q7. What is the difference between a regular tasting and enhanced tasting?
A7. A regular tasting type is simply your product and the demonstrator. Food is not to be served during these tastings. A generic sign will be in place to support the tasting. The cost is $75.00
Enhanced tasting experiences must include components such as an eye-catching tasting bar set up, enticing food match, and an external demonstrator (LCBO employees are not available for Enhanced Events). Components must be approved by our Special Events Team. The cost is $100.00
Q8. How do I select “Enhanced Tasting” as a tasting type?
A8. Please submit your request with details of your event to events@lcbo.com 9 weeks prior to the beginning of the period.
Q9. I submitted my application on time, why is it cancelled?
A9. In most cases an application is cancelled by the system during allocation. We may have more requests for tastings at specific stores than spots available. Participating AAA & AA class stores are Staff Led only; no demonstration companies can conduct tastings at them unless it's an enhanced tasting. If applied for incorrectly, these will be cancelled. If we need to cancel a tasting for a specific reason, we will provide a note in the application which you can view. If you are uncertain contact instoretastings@lcbo.com
Q10. How do I know which stores are AA & AAA locations and LCBO staff-led only?
A10. A list will be maintained on the message board and included in the Active Store list maintained on Doing Business with the LCBO.
Q11. Are LCBO staff led tastings available at all LCBO stores?
A11. No. Lcbo staff led tastings are conducted at all AAA, AA, A and B class stores. Smaller stores classed as C and D do not conduct staff led tastings.
Q12. For staff led LCBO sampling activations is there any additional work needed?
A12. For LCBO staff-led tastings we ask that you provide a Brand Story (Formerly called the Product Information Sheet) You can read about it here: Brand Story Form
Q13. How are tastings allocated and how often?
A13. Tastings are allocated based on the number of image points, date requested, and the priority of those dates listed, then first come first serve. Allocation occurs the Monday after the first deadline date at 9:30 am, then every day after at 9:30 am up to the final deadline date.
Q14. How can I better my chances at getting tastings allocated to me?
1. Image points are assigned to a product based on promotional programs the product is a part of in any given period. It is suggested to apply with products on promotion within the period you are applying for.
2. Apply on time and before the first deadline date.
3. Apply for days that are not highly demanded such as Monday – Wednesday.
4. Place one extra application
Q15. There is a local event on a specific day, and I would like to have a tasting on that day but I can’t select dates on the application. What can I do?
A15. Please place a note with the application explaining the special circumstance and date and we will do our best to accommodate.
Q16. I missed the First deadline can I still submit an application?
A16. Yes. You may continue to apply and try to pick up tastings that are still available up to the final deadline date.
Q17. I missed the Final deadline can I still submit an application?
A17. No. The final deadline is as described in order to allow stores time to prepare and for inventory to be sent where needed.
Q18. Why do I get allocated tastings on the same day? As the only agent representative, I can’t do more than one tasting a day. How do I procced?
A18. On the rare occasion you may be allocated tastings on the same day. This usually happens more in the Winter months when fewer tastings are requested. If you are the only representative and can’t conduct tastings on the same day, please place a note in the application indicating this and we will do our best to accommodate.
Q19. How many tastings can I have in the same store?
A19. To have a variety of products tasted in stores throughout the period, we permit up to 4 tastings of the same brand at the same store per period.
Q20. We have had some stores ask our reps if we can host consumer tastings for our Direct Delivery product. How would we go about applying for these?
OR
Can we host tastings with our Direct delivery product? If not listed how?
A20. Direct delivery products are often not listed. An application would be placed using a currently listed product as a placeholder, then leave a note with the application with the sku to be updated. We may ask for a force list if the stores do not list the product.
LCBO Staff-Conducted In-store Tasting Program (ISTP)
Frequently Asked Questions
Q1. How much does this delivery option cost?
A1. $325+ HST.
Q2. What is included in the cost?
• Cost of ISTP staff hours required to prepare for and operate the tasting
• Supplies, such as cups, signage, and napkins
• Charity fee ($25).
Q3. When are stores notified about Staff-Conducted tastings?
A3. Stores will be notified of their full promotional turn of tastings four weeks in advance of the start of the Promo Period.
Q4. How and when are the LCBO Tasters selected?
A4. Store Managers will select trained staff in advance of the tasting.
Q5. How will staff be trained in advance of the In-Store Tasting Program?
A5. Staff selected for Smart Serve training must have completed LCBO Product Knowledge Bronze, Silver, and Gold levels, as well as their Service Knowledge. This advanced training ensures each LCBO Taster will have a solid foundation in all product categories and the skills to sell. To support both the operational and experience requirements, there will be an e-learning package developed and delivered to store staff.
Q6. How will employees be trained in advance of the tastings on the products they are pouring for customers?
A6. LCBO Tasters conducting your in-store tasting will be adequately briefed and prepared for your event. Please complete and submit a Brand Story which will communicate your specifications to ensure consistency throughout your promotion. SKU-specific Product Information Sheets will be available to all LCBO Tasters through an internal portal page. Thirty minutes will be allocated to research and preparation for the tasting. As this is a new service, we will be monitoring and updating/improving this process as required to best meet your needs. Please check the trade site regularly for updates to this program. Additionally, LCBO Tasters will conduct a sampling of the featured product(s) for their in-store team members. That way, all store staff will be familiar with your product on the day of your tasting and therefore better equipped to promote it to our customers.
Q7. Is there a limit to the number of tastings that can be applied for/requested?
A7. No, though an application does not ensure approval.
Q8. Is there a change to the approval process?
A8. No. The delivery option selected – “Agent/Demonstrator” or “LCBO Staff Conducted” – will have no impact on the approval process. Approvals will continue to be driven by the Promotional points. This takes into account related Promotional programming for that period, whether or not the item is NEW, and whether the item is currently listed by the chosen store. For select Vintages locations, priority will be given to Vintage release products on release Saturdays.
Q9. Are there deadlines for scheduling or making changes?
A9. Deadline dates for trade applications to our ISTP remain the same. If it is necessary to cancel or make changes, agents are required to do so no later than five weeks in advance of the start of the promotional turn for their tasting by contacting the ISTP Administrator at InstoreTastings@LCBO.com.
Q10. For employee-led tastings, is it the agent or the store that is responsible for product availability?
A10. The store has primary responsibility for bringing in the appropriate level of inventory to support tastings. Suggested order quantities in support of the ISTP have been active since November 2017. Agents may confirm product availability with stores in advance of the tasting. We continue to encourage agent partners to rebalance residual inventory as per the agreement with Drinks Ontario.
Q11. Is there a food pairing option?
A11. Food is no longer featured as part of tastings run by LCBO employees.
Q12. For employee-led tastings, what kind of reporting will the LCBO provide?
A12. We are currently in the process of developing the technical capabilities to automate the consolidation and distribution of tasting event results back to the agent/supplier. In the interim, we have a solution that will provide you with a report summary at the close of each period that will include key tasting metrics such as conversion rate, bottles sold, and samples issued.
Q13. Can agents still do their own tastings and select agent demonstrators?
A13. Yes, apart from AAA and AA stores. AAA & AA class locations will be LCBO Employee led only unless the product is produced in Ontario. If the product is produced in Ontario, an employee who is directly employed by the producer and works at the site of production may act as a demonstrator at any location that is part of the program, including AAA & AA locations. Third party demonstrators can not conduct tastings at these stores unless it is an enhanced tasting.
Additionally, Enhanced Activations which must include a food-pairing option can be operated by an agent or external demonstration company. For more details on what qualifies as an Enhanced tasting event please visit:
Q14. Will Enhanced In-Store Tastings and In-Store Special Events be delivered by LCBO staff?
A14. Enhanced Tastings and Special Events programs are managed by LCBO Marketing in coordination with the various business units and will not have an LCBO Staff-Conducted delivery option.
Q15. Do all LCBO stores offer Staff Led Tastings?
A15. No. Only the AAA, AA and A stores conduct Staff Led Tastings. For fiscal 25-26 our B class stores have been added to the program. C and D class stores do not provide Staff Led Tastings.
Q16. How can I find the location class and what stores offer Staff Led Tastings?
A16. A list will be maintained on the message board and included in the Active Store list maintained on Doing Business with the LCBO.
Q17. If I can’t do the tasting on my scheduled day, can I have LCBO Staff sub in my place?
A17. No. If the application was not applied for as LCBO Staff Led then it can not be conducted as such. The cost of a staff led tasting is very different from agent led. LCBO staff are scheduled well in advance.