Welcome to Merchandising & Marketing information hub. Here you will find our brand guidelines, promotional calendars and an overview of our promotional programs, including details on new digital opportunities that deliver a truly integrated experience for our customers. These programs are designed with our valued trade partners in mind to ensure we provide flexible and relevant opportunities to promote the vast products we carry. Programming includes instore and online merchandising opportunities, virtual events, programs specific to Vintages, and within FOOD & DRINK content-forward advertorials, integrated social and digital opportunities.


NEW! Brand Promise & Updated Brand Guidelines

As the beverage alcohol market changes and customer expectations evolve, the LCBO remains committed to being a best-in-class, responsible retailer and wholesaler, by putting the customer first, building strong relationships with our partners, supporting our communities, and delivering value to Ontarians.

We are pleased to share we are evolving our brand promise “Perfect choices made easy. Moments made great,” supported by five brand pillars as well as our new brand personality. The brand refresh influences everything we do across the business, guiding how we interact with customers, our colleagues, and our valued partners.

We are also introducing LCBO’s refreshed brand guidelines, aimed at simplification, accessibility, and overall easier application to reflect not only our brand promise, but the tone and quality that the LCBO is known for.

Click here to visit our Brand Guidelines site.


To learn how our new brand promise will come to life with our teams, customers, and partners, please watch the video below. 

LCBO: Our Brand Promise

Promesse de marque LCBO