Winter 2022/23

Seasonal Themes

Coming off the holiday season, the start of a new year signals a renewed commitment to making better choices. Motivated by health and wellness and mindful spending, the New Year is a time when consumers are looking for products and information to help them make more informed decisions. Winter 2023 will tackle these consumer trends over 3 periods (P11, P12 and P13).

We will build on the success of last year by amplifying the role the LCBO plays in helping customers make “smarter choices”. This is the red thread that will connect the three periods.

In P11 we will lean into Lighter Choices (I.e.low cal, low carb, low sugar, low alc, no alc).

P12 and P13 will lean into Smart Buys / Value by leveraging Aeroplan bonus offers, highlighting LTO’s and curating value-priced displays (i.e.Wines under $15).

Lead Categories: Liqueurs, Brandy/Cognac, Whisky (Scotch & Irish)

 

Spirit of Sustainability

In P12, our Spirit of Sustainability focus will be to amplify Black creators and voices in the industry by highlighting the work of the LCBO and our industry partners in enhancing diversity in the industry. The LCBO will be fundraising for the Black community in-store, aligning with Black History month.

In P13, our Spirit of Sustainability focus will be ‘Women In’ to highlight the work of the LCBO and our industry partners in building more equitable opportunities for women in the industry. The LCBO will be fundraising for charities supporting Women’s issues, aligning with International Women’s Day.

 

Occasions and Observances

Also happening in the Winter:

• - One-Day Online Sale: Family Day (Feb 20)
• - Food & Drink Spring Release (Mar 1)

Displays and Product Focus

Feature Fixture A & B (New & Seasonal):

• P11: Spirits
• P12: Spirits
• P13: Spirits

Entrance Table (Cocktail of the Month):

• P11: Vodka 
• P12: Brandy/Cognac 
• P13: Whisky 

Mini Thematic A:

• P11: Winter Warmers
• P12: Liqueurs 
• P13: Women In Spirits

Mini Thematic B:

• P11: Tried & True Wine Gifts (Top Rated)
• P12: Wine Gifts for your Loved One
• P13: Wine Gifts for the Host/Hostess (Easter)

Front Nesting Table:

• P11: Spirits - Lighter Options
• P12: Spirits - Value (Aeroplan)
• P13: Spirits

Middle Nesting Table:

• P11: Low Sugar Wines (<5g/L)
• P12: Smart Buy Wines from South of the Equator 
• P13: Flight A: Italian Essentials on Aeroplan /LTO; Flight B: Italian GL/Essentials on LTO / Aeroplan 

Beer Block Pile (A):

• P11: Beer/Cider
• P12: Beer/Cider
• P13: Beer/Cider

RTD Block Pile (B):

• P11: RTD
• P12: RTD
• P13: RTD

Spirits Block Pile C:

• P11: Aeroplan Spirits
• P12: Aeroplan Spirits
• P13: Aeroplan Spirits

Mini Thematic C (EA10):

• P11: Local Beer
• P12: Local Beer 
• P13: Local Cider

Block Pile D Activation Area:

• P11: Spirits
• P12: Spirits
• P13: Spirits

Beer Excitement Zone: 21A:

• P11: Beer/Cider
• P12: Beer/Cider
• P13: Beer/Cider

Beer Excitement Zone: 21C:

• P11: Beer/Cider
• P12: RTD
• P13: Beer/Cider

Beer Excitement Zone: 21D:

• P11: Beer/Cider
• P12: RTD
• P13: Beer/Cider

Pop Up Shops:

• P11: Lighter Choices or Lunar New Year
• P12: Lunar New Year / Valentines Day
• P13: St. Patrick's Day or Women In

Enhanced Occasions Package:

• P11: Lunar New Year
• P12: Lunar New Year / Valentines Day
• P13: Women In

End Aisles:

 

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