In-Store Product Samplings

This is your chance to put liquid on lips in our stores. There is no better way to gain new customers than having them try your product. Our tasting tables are situated at the front of the store in most locations making it the first thing the customer sees and your chance to make a great first impression!


*Plus applicable HST 

In-Store Tasting Rates


Trade Tasting Program Details

In addition to more than 380 participating stores in the regular tasting program, year-round tasting opportunities are also available in Seasonal Stores.

Active Store List (Jan 2020)





This straightforward tasting type is just your product and the demonstrator. Food is not to be served during these tastings. A generic sign will be in place to support the tasting.

Letter to Trade


LCBO Staff-led

You can now select an LCBO Team Member to facilitate your in-store tasting! Our knowledgeable and Smart Serve-trained demonstrators are available in 380+ participating tasting bar stores. What you get when you choose us to be part of your team:

-    An experienced LCBO staff member who knows and understands the local shopper

-    Post-tasting sales result reporting

-    Access to some of the most knowledgeable product experts in the industry

Product Information Sheet

Our team will be fully trained and prepared for your event. To help them get ready please complete and submit a Product Information Sheet which will communicate your desired product tasting specifications to ensure consistency throughout your promotion. SKU-specific Product Information Sheet will be available to all LCBO staff through an internal portal page. 

New FAQs

New Product Information Sheet

New Product Information Sheet Instructions


Enhanced Tasting

An enhanced tasting is where you get to pull out all the stops! Do you want to offer a more engaging experience for your customer? Select Enhanced Tasting in the tasting type drop-down menu when submitting your application via the In-Store Tasting Program System (ITPS).

Enhanced tasting experiences may include components such as an eye-catching tasting bar set up, enticing food match, and compelling greeter.

Components must be approved by our Special Events Team.

New Enhanced Tasting Guidelines



Do you have a hot new product hitting the shelf through our VINTAGES program? Certain locations in the program are available for booking on the weekend of your product release. If you wish to
apply, log on to the In-Store Tasting Program website, select VINTAGES as the type of tasting, and then key in the required info.

VINTAGES tastings take place only on the weekend (Friday evening, Saturday and Sunday) of the VINTAGES product’s scheduled release date, which must be specified on the application. The
participating stores will populate the store drop-down list when a VINTAGES tasting is specified in the application. For a list of participating stores you may contact the In-store Tasting Program Administrator at


Mandatory Demonstrator Training Requirements

All persons conducting Tastings must have Smart Serve certification. Information about Smart Serve is available at:

All persons conducting Tastings must have 'Serve-Ability: Transforming Ontario's Customer' training. Information about Serve-Ability training can be found at

If food is served at the tasting a valid Food Handling Safety certificate will be required.


Maximum Serving Sizes

(Based on alcohol content by volume)

Maximum Serving Size


Terms and Conditions 

In-Store Tasting Program Terms and Conditions


How to Apply

Applications are submitted online through the In-Store Tasting Program System (ITPS). To get access to this portal please submit an online application for a user I.D. and access code at

For full instructions on how to use the online system please refer to the In-store Tasting Requirements below:

In-Store Tasting Requirements



2020/21 Submission Deadlines

Applications are due 8 weeks prior to the start of the period in which the tasting will occur. For your convenience a listing of actual deadline dates are maintained on the message board of the
ITPS portal.

If you have any questions or require additional information, please contact: In-Store Tasting Administrator (416) 864-6758 or