What is a Product Consultant?
LCBO Product Consultants are leaders in product knowledge in our retail stores. They are responsible for supporting the VINTAGES program within the store and are experts in a full range of beverage alcohol products. They are a resource for serving solutions as well as food pairing ideas for our customers. A day in the life of a Product Consultant involves the following:
• Customer Service
• Merchandising
• Product Knowledge
• Development Day Tastings
Product Consultants are among the most passionate wine, spirits, and beer professionals within the industry, and many hold their WSET Advanced or above, as well as other accreditations, including Prud’homme, Sommelier and Spirit Ambassador programs etc.
Presenting to this group is an excellent way to give your brand exposure to Retail Product Consultants who in turn act as your Brand Ambassador with our customers.
Product Consultant Development Days
Every year, we collaborate with the trade industry to deliver product knowledge education to our network of Retail Product Consultants across the province. These informative Supplier Meetings take place at 13 different locations throughout the province, occurring once or twice a month. They are strategically slotted into one-hour segments during our Product Consultants’ Development Days. It's important to distinguish these sessions from our annual conference.
The allocation of presentation slots depends on availability, as we strive to offer a fair and equitable opportunity to all agents and suppliers involved. Please note that the primary purpose of these Supplier Meetings is to impart educational insights and knowledge. Consequently, it's essential for each session to have well-defined objectives, and any proposed content will be evaluated to ensure alignment with these criteria.
Before applying to conduct a supplier meeting with the LCBO, we strongly encourage you to review and comprehend the following guidelines carefully:
To facilitate a seamless and enriching experience, we kindly request your attention to the following Supplier Meeting Guidelines:
• A comprehensive application is mandatory for LCBO's approval of supplier meetings
• Presentations are to be an hour long, commencing at 2:30 PM and concluding by 3:30 PM. Please ensure setup is completed at least thirty minutes before the scheduled start.
• For tasting purposes, LCBO will provide tasting glasses and spittoons at each venue.
Tasting sessions with wine/beer/cider feature a minimum of 3 and a maximum of six products. Tasting sessions with spirits feature a maximum of 3 products.
• Structured presentations with strong educational components are imperative.
Content can span various aspects including wine, beer, spirits, and regions, and may even incorporate food-related elements. Interactive and diverse teaching methods are highly encouraged.
• Audience-tailored content is key. As our Product Consultants are well-versed in beverage alcohol, advanced-level educational content is preferable.
• Presenters who hold critical roles within the company are especially valued (e.g. Proprietor, Winemaker, Master Distiller, etc.)
• In-person presentations are required for most locations, but arrangements can be made for virtual presentations only in remote regions such as North Bay, Thunder Bay, and Windsor.
Thank you for taking the time to familiarize yourself with these guidelines before submitting your application for a supplier meeting with the LCBO.
Application Dates:
The application process will open on Monday, March 16th, 2026, at 9:00 am and will close on Friday, April 3rd, 2026, at 5:00 pm. The application period for which we are considering your proposals will be May to December 2026.
Please take time to familiarize yourself with the proposal criteria before submitting your application(s).
Proposal Overview & Acceptance Criteria:
A comprehensive proposal must be submitted using the application link for LCBO's approval of supplier meetings. We strive to ensure fair and equitable distribution of opportunities based on the quality of the submission.
Please consider the following:
• We cannot guarantee allocation as availability is limited.
• Clearly define the learning outcomes to ensure presentations are well-structured with advanced product knowledge and educational components.
• Audience-tailored content is key. As our Product Consultants are well-versed in beverage alcohol, advanced-level educational content is preferable. Presenters who hold critical role within the company (such as winemakers/key principals) are especially valued. Content can span various aspects, including beer, wine, spirits, regional and varietal themes, and food-related pairing exercises. Interactive and diverse teaching methods are highly encouraged.
*As part of Ontario’s response strategy to U.S. tariffs, the government of Ontario has directed LCBO to implement restrictions on all U.S. beverage alcohol sales and related imports into Ontario, effective March 4, 2025. As a result, LCBO has ceased the purchase of all U.S. products, and U.S. products are no longer available for purchase by our retail and wholesale customers. U.S. products will not be purchased by LCBO until the LCBO is directed to resume normal business.
Supplier Meetings Overview:
• Presentations are one hour long, commencing at 2:30 PM and concluding by 3:30 PM. Please plan to arrive by 2:00 PM for a successful set-up.
• LCBO will provide tasting glasses and spittoons at each location.
Application Review Process
Once applications are reviewed, you will receive an email confirmation from the Customer Engagement Group with your assigned dates, locations, and approved proposal topics.
Application Submission:
You will need to complete a separate form for each location and date. There is no limit to the number of locations and dates you can include.
To help you through the process, we’ve prepared a step-by-step instructional guide. We recommend using the provided template to draft your information and then copy and paste it into each form for consistency.
1. The first part of the form (questions 1-9) is self-explanatory. Fill out your contact info, presentation topic, presenter, learning outcomes, and the products for tasting.
2. Choose your location in question 10. Please note, you may repeat this process for each location you would like to apply for, or you may choose the ‘All Location’ choice.
3. Choose your available date for the location in question 11. Please note, you can only choose one date, so you may repeat this process multiple times to choose all the dates you are available. If you are available for all dates, you may choose the “All Dates’ option.
4. Repeat as many times as needed to enter all your location and date availability
You can bypass creating multiple submissions if you choose the ‘All Locations’ and ‘All Dates’ option.
Limiting your availability to GTA locations may reduce your chances of securing a spot.
We encourage you to consider locations outside the GTA to maximize engagement with our Product Consultants across Ontario and to reach broader markets and customer bases where your impact can be even greater.
______________________________________________________________________
Dear Valued Trade Partners,
We are pleased to invite you to the upcoming Product Consultant Development Day Supplier Meetings (May 26-Dec 2, 2026), where you’ll have the opportunity to share product knowledge, insights, and brand education with LCBO Product Consultants across Ontario.
Key Program Details:
• Locations: 13 locations, 17 groups across Ontario
• Frequency: Monthly sessions aligned with Development Days (bi-weekly for H/O)
• Format: 1-hour in-person presentations (2:30–3:30 PM; arrive by 2:00 PM for setup
• Tasting Guidelines:
o Wine/Beer/Cider: 3–6 products
o Spirits: 2–3 products
o All products must be current or upcoming LCBO
o LCBO provides tasting glasses and spittoons
Application Timeline:
• Opens: Monday, March 16, 2026, at 9:00 AM
• Closes: Friday, April 3, 2026, at 5:00 PM
• Confirmations Begin: Wednesday, April 8, 2026
Proposal Requirements:
Submit a complete proposal via the application form including:
1. Contact and presenter details
2. Presentation topic and learning outcomes
3. Tasting product list (with LCBO numbers)
4. Preferred locations and dates
Important Notes:
• Availability is limited; submission does not guarantee selection
• Content should be advanced and tailored to a knowledgeable audience
• Presenters in key roles (e.g., winemakers, principals) are preferred
• Interactive and educational formats are encouraged
Application Process:
• Submit one form per location and date
• You may select “All Locations” and/or “All Dates” to simplify submission
• Use the provided [template] to draft your responses before submitting
Virtual presentations are only available for Windsor, Thunder Bay, and North Bay due to travel constraints. Product must be shipped in advance.
Attendance Estimates by Location (Attendance numbers cannot be guaranteed, as last-minute absences or vacation schedules may occur):
Location | Number of Product Consultants |
Toronto Head Office Group 1 | 33 |
Toronto Head Office Group 2 | 34 |
Mississauga Group 1 | 21 |
Mississauga Group 2 | 21 |
York Region Group 1 | 21 |
York Region Group 2 | 22 |
Ottawa Group 1 | 30 |
Ottawa Group 2 | 24 |
Barrie | 17 |
Durham | 23 |
Hamilton | 19 |
Kingston | 9 |
Guelph | 17 |
London | 14 |
Windsor | 4 |
North Bay | 9 |
Thunder Bay | 4 |
Important Policy Reminder
As of March 4, 2025, LCBO has ceased purchasing U.S. beverage alcohol products due to Ontario’s response to U.S. tariffs. U.S. products are not eligible for these sessions.
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Thank you for your continued partnership. We look forward to your proposals and another successful season of collaboration.
For your convenience, here’s a sample template available in the forms.
You may use this to copy and paste your details:
Name:
Email:
Phone number:
Agency:
Supplier:
Presentation name:
Name and title of the presenter:
Description of Presentation and learning outcomes:
Name and LCBO number of products to be tasted:
Please find the application form here: Development Day - Supplier Meeting Application Form May 2026 - Dec 2026 – Fill out form
Best Regards,
Diana Ruscetta
Senior Manager, Customer Engagement Group
cegdevelopmentdaymeetings@lcbo.com