The Special Events program provides customers with an exciting and dynamic shopping experience that is designed to engage them in a discovery of the world of beverage alcohol.
A Special Event is an ideal opportunity to promote beverage alcohol products directly to consumers in an informative and entertaining fashion. Integrate your event to an in-store promotion, team up
with a licensee or bring in your own chef to prepare inspiring culinary dishes, offer a hands-on cocktail making session or a bottle-signing by a special guest winemaker, brew master or master distiller…the possibilities are endless.
Goals of the Special Events program:
- Increase sales of featured products and related product extensions.
- Integrate events with ongoing promotional themes and programs.
- Create a dynamic and engaging shopping experience for customers.
- Up-sell customers to more premium products.
- Provide customers with inspiring serving suggestions and food pairing ideas.
- Increase time spent in store.
- Encourage frequent visits to stores.
- Attract new customers.
- Promote products in a socially responsible manner.
Please consider the Promotional Turns and the seasonal nature of your products when booking your events. The LCBO strives for integration at all points of customer contact. Special Events that integrate with the Promotional Turns will receive priority over those events that do not feature a participating product. The LCBO reserves the right to schedule events to ensure supplier product promotions integrate with the in-store programming.
A $15 charity fee is charged for each tasting.
There is no bar rental charge for samplings that take place in the Event Kitchens.
Exception: There is $25 charge for tastings that take place at the Great Hall tasting bar at LCBO Summerhill.
Suppliers are responsible for providing the following items:
- Product demonstrators who are SMART Serve certified and have completed the Customer Service Standard training module, as required by The Accessibility for Ontarians with Disabilities Act (AODA).
- Appropriate food match for the estimated number of guests.
- Confirmed product listings and availability at each of the locations you wish to hold events.
The LCBO will promote participating brands in the following ways:
- Custom signage and/or social media post for select events (where approved).
- A display of the product in the demonstration area and other approved areas.
- Website event descriptions (Complimentary Tastings).
Key Event Days
Thursday & Friday evenings
Saturday afternoons and evenings
Times vary depending on location and kitchen.
Supporting the mandate of Social Responsibility, all events must have a food match in sufficient quantities for the expected attendance. If the food match is depleted, the tasting must end.
An appropriate food match in an Events Kitchen pairs your product with a chef, licensee or caterer and provides one-bite appetizers, a gourmet cheese and fruit platter, or something similar. Peanuts, pretzels and chips are not considered appropriate food matches.
All Event Kitchens are fully-equipped with pots, pans, serving utensils, platters, etc., which your chef may use to prepare and serve your food match on site. Please discuss your chef's needs with the in-store Special Events Coordinator.
Note: The LCBO provides disposable tasting cups, plates, napkins, ice and cutlery
at Special Events locations.
Specialty Tasting Bars
(applies to LCBO Summerhill only)
The food match requirement at the Great Hall Tasting Bar is similar to that of the Events Kitchen (i.e. one-bite appetizers, gourmet cheese and fruit platter etc.); however, the food match should be pre-plattered as this bar cannot accommodate on-site food preparation.
Special Events Tasting Guidelines
Tasting guidelines must be followed during all Special Events.
- A maximum of two products may be offered (unless otherwise approved).
- Each customer is allowed one sample of each product to a maximum of two samples (unless otherwise approved).
Maximum Serving Sizes
(Based on alcohol content by volume)
Your product must be listed at the store where the sampling is taking place.
Supplier Code of Conduct
The supplier is responsible for ensuring that all Special Events are conducted in a socially-responsible manner.
Suppliers or their sampling representatives are not to consume alcohol while the tasting is taking place.
The sampling station must be staffed at all times during the event. Open product must not be left unattended.
Use of cell phones during the scheduled event period is not acceptable.
Suppliers who repeatedly miss events or start their scheduled events late are subject to review of future bookings.
All servers or product representatives are expected to arrive in business/business casual attire. Jeans, shorts and t-shirts/tank tops are not acceptable.
Product demonstrators should arrive at least 30 minutes prior to the event and allow 30 minutes after the event for clean-up.
Permitted Promotional Material
All requests should be included on your application form and are subject to approval. Components must be brought to the store on the day of the event and must be removed at the conclusion of your event. Any unused items will be recycled or disposed.
Advanced approval must be given for any photography in-store. Please email all relevant details to Colette Pividori at Colette.email@example.com, and copy firstname.lastname@example.org.
Special Events tastings are booked online. To access the system, agents must complete the Access Request Form.
The LCBO is committed to providing product knowledge and entertaining ideas for our customers. Wine Appreciation series, Tutored Tastings, Cooking Classes, Private Events and Life & Style Events are available at the locations below.
10, 38, 355, 367, 412, 573
Events Kitchens and Premium Tasting Rooms offer a great space for private events. Consider bringing your winemaker, master distiller or brew master to one of these spaces for an evening with invited customers, media, or licensees, or host a client appreciation or other event. Events Kitchens provide a full-service kitchen, while the Premium Tasting Rooms offer a more intimate
setting. Product maximums will vary. These spaces are available for rental based on availability. To discuss your proposed Special Event, email Special Events at: email@example.com or contact the store directly.