Wine Fridge

Program Description

In Promotional Turn 2, 2012 the LCBO introduced a new program offering display space in the wine fridges of larger volume stores (A & B stores). Space was allotted primarily to white, rose and sparkling wines and included a selection of Vintages Essentials Collection and Continuous products. Participation in the program guaranteed space and premium shelf positioning. Stores that did not carry the participating skus were required to bring in inventory for display in the wine fridge for the duration of the program.

We are pleased to report that the program is delivering amazing results. The average sales lift has been 25% and the demand for more opportunities to participate is growing. For these reasons, we are expanding the program.

Participating Stores

Four options are available:

Flight A comprises premium stores with regular fixtures with PPG groups Upspend Mainstream, Premium Destination and Global Roots.

  • Approximate number of stores: 101
  • 30 spaces available

Flight B comprises stores with regular fixtures in the remaining PPG groupings.

  • Approximate number of stores: 187
  • 30 spaces available

Flight C comprises stores with 4 ft wall fixtures.

  • Approximate number of stores: 114
  • 8 spaces available

Flight D comprises stores with 4 ft wall fixtures.

  • Approximate number of stores: 109
  • 8 spaces available

Note: Agents may apply for more than one Flight with the same product. The list of stores in each Flight will be available on website.


The program is based on three turns and selections will be made 3 times/year.

Turn 1 Summer: Promotional Turns 3 to 6

Turn 2 Holiday: Promotional Turns 7 to 11

Turn 3 Spring/Easter: Promotional Turns 12 to 2


Follow this link for rate information.

Application Procedures

Applications can be made via MPTS, the program has been set up under "Display Space".

VINTAGES Essentials and Continuous products need to apply in MPTS with the same deadlines outlined for LCBO Wines.

Criteria for Selection

Products will be approved based on sales volume, store distribution and seasonality.


Products that have been approved for BAM or LTO programs will have the same signage in the fridge as on-shelf. In addition, participating products that are also on-shelf will have a sign indicating that they are "available chilled".

© 2018 LCBO. All Rights Reserved.  |  Terms and Conditions  |  Privacy Code