It is with great enthusiasm that we announce the re-start of our In-store Tasting Program! Following a long hiatus, we are excited to welcome you back into our stores and support your product launches with this impactful customer experience.

Our phased approach will see external demonstrators re-launch the program in P3.

Beginning P4 in AAA and AA class stores will return to being LCBO Employee led only with external demonstrators having an opportunity to be back in A-Class stores beginning P5 with additional locations added in the following periods.

A list of participating stores will be maintained on Doing Business with LCBO. Visit here for more information.

Should we see a change in Ontario’s public health recommendations due to Covid-19 the program will once again pause. This pause could come with very short notice. You will not be charged for the event should we need to cancel due to shifting Covid-19 regulations, however, the LCBO will not be responsible for any costs you incur beyond the booking fees (i.e., Signage, Value Adds, etc.).

The program will operate much as it has in the past with a few updated safety measures to protect you and our customers.

Updated Safety Requirements:

  1. Recommend that demonstrator wears a face mask or shield
  2. Samples must be poured with the customer present (no pre-pouring)
  3. The server must have a valid Smart Serve certificate. Please note that Smart Serve Ontario certificates now have an expiry date. Certificates issued prior to July 1, 2018, will need to be re-certified prior to June 30, 2023.
  4. There is to be NO food offered at the tasting bar unless it is a pre-approved Enhanced event, and the demonstrator has a valid food handling certificate.
  5. Used cups must be sealed and disposed of at the end of the tasting.
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Note: If at any time it is perceived by the Store Manager or Shift Leader that the event is operating in an unsafe or unprofessional manner, the event will be terminated. All costs associated with the event will be the responsibility of the agent.

Charitable Donation Increase

In support of our social impact platform, the Spirit of Sustainability (SoS) we will be increasing the charitable donation from $15 to $25 per tasting. Donations collected support impactful SoS programs and charitable partners and allow us to foster positive change in our industry. We celebrate and thank our Good Partners and look forward to sharing the collective Impact created in our Annual Impact Report.

Tasting Price breakdown

$75/tasting for regular events with external demonstrators

$100/tasting for enhanced events with external demonstrators

$325/tasting for LCBO employee-led tasting events

*Price includes the charitable donation referred to above

 

Deadlines

Our approach will be a phased launch with the first period including only AAA & AA locations and stores will be added back into the system as we progress through the periods.

Please review the workflow calendar below.

Though the periods are open for applications across the fiscal year it is recommended that you wait until the “Application Submission Start” date referenced to be sure you have access to all the stores available.

Period

Application Submission Start

Submission Deadline

Approval Deadline

Available Locations

202203 Summer

 NOW

02-May-22

06-May-22

AAA & AA stores

2 weeks - June 4-18

LCBO Employees will not be available to Demonstrate

202204 Summer

 NOW

09-May-22

16-May-22

AAA & AA stores

LCBO Employee Demonstrators only at AAA &AA locations with 2 exceptions noted below

202205 Summer

20-May-22

06-Jun-22

13-Jun-22

A stores added based on availability

202206 Summer

15-Jun-22

04-Jul-22

11-Jul-22

B & C stores added based on availability

202207 Fall

13-Jul-22

02-Aug-22

09-Aug-22

 

202208 Fall

11-Aug-22

29-Aug-22

05-Sep-22

 

202209 Holiday

08-Sep-22

26-Sep-22

03-Oct-22

 

202210 Holiday

05-Oct-22

24-Oct-22

31-Oct-22

 

202211 Winter

03-Nov-22

21-Nov-22

28-Nov-22

 

202212 Winter

01-Dec-22

19-Dec-22

26-Dec-22

 

202213 Winter

03-Jan-22

16-Jan-23

23-Jan-23

 

Note: Once the Approval Deadline passes no changes can be made and the agent is responsible for the costs associated with the booking.

Tasting Demonstrator Options:

Store Class

Demonstrator Type

Exceptions

AAA & AA

LCBO Employee only

Locally produced (Ontario) products may have a direct employee of the producer as a demonstrator,

OR

It is an Enhanced Tasting Event. For more information regarding Enhanced Tasting Click Here

A

LCBO Employee, Agent, or 3rd Party Demonstration Company

Enhanced events can only be operated by external demonstration companies or agents who have a current food handling certificate in addition to Smart Serve.

B & C

3rd Party Demonstration Company or Agent

 

Deadlines

Our approach will be a phased launch with the first period including only AAA & AA locations and stores will be added back into the system as we progress through the periods.

Please review the workflow calendar below.

Though the periods are open for applications across the fiscal year it is recommended that you wait until the “Application Submission Start” date referenced to be sure you have access to all the stores available.

Once the Approval Deadline passes no changes can be made and the agent is responsible for the costs associated with the booking.

In-store Tasting Program System

The system is open for applications:

http://p004:7784/instore_tasting/Home.html

If you do not currently have access, please submit an access request via TPAR

https://www.lcboaccess.com/trading_partner_access_request/AccessRequestForm.html

Reminders:

Products must have a “Listed” status to apply.

Only locations where the product is available should be applied for—the product will not be forced to locations that do not list the product; it is the agent’s responsibility to ensure the locations carry the product prior to the tasting.

Note:  If your product is new and will be available by the time the tastings are to run you may use a “dummy” SKU that has a listed status but please only apply to stores on the “Force List” provided by your category member.

You will also need to email instoretastings@lcbo.com to have the SKU updated in your application to ensure the product is set up properly by the store at the time of the event.

The LCBO is not responsible for delays in shipping or for stores that are not forced your product in time for the event.

You will be responsible for costs associated with the tasting should your product not arrive on time.

Tastings are 4 hours running each day of the week from 4-8 pm on weekdays, 11:30 am -3:30 pm and 4-8 pm on Saturdays, and 12-4 pm on Sunday at most locations. Be sure to review your schedule closely as there are some variations to these times depending on the location.

The tasting booth/station must be cleaned following the tasting and the product removed.

Garbage must be sealed and removed.