How to Apply

There are two types of promotional opportunities: Non-Applied and Applied.

This refers to whether Trade partners are able to apply directly in MPTS or not.

For NON-APPLIED PROGRAMS found in this document:

  • - Complete the application form, "F22 Promotional Opportunities Application Form", (download below) and submit by the deadline indicated in the table below.
  • - We expect to receive one file per supplier. If applying for promotional opportunities in multiple periods please indicate on the application form.
  • - Please note that promotional forecasts are now mandatory at the time of your application for both Non-Applied and Applied opportunities. Applications without forecasts included will not be considered.
  • - Mock-ups for all supplier produced merchandisers and enhanced activations are also required at the time of application.
  • - Send the application file to your respective category partner(s) at LCBO.
  • - ONLY successful applicants will be notified, due to the volume of applications.
  • - THE NON-APPLIED DEADLINE APPLIES TO ALL NEW ECOMMERCE AND OMNICOMMERCE PROGRAMMING AS OF P5.
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List of Non-Applied Programs:

IN-STORE:

Beer Excitement Zone

Beer Impulse

Block Pile A (Beer)

Block Pile B (RTD)

Block Pile C (Spirits Value)

Enhanced Display Activation (Block Pile D) with Supplier Merchandiser

End Aisles 1-4 (SPIRITS Partnership End Aisles)

Impulse Display (SPF) Fixture

Spirited Picks

Spirits Cold Room

Store 511 Displays including:

  • - Store 511: Display Windows A1, A2, A3
  • - Store 511: Vestibule B (Display Window)
  • - Store 511: Vestibule C (Display Window)
  • - Store 511: Vintages Window
  • - Store 511: Activation Area 1 (Feature Fixture Area)
  • - Store 511: Wines Column
  • - Store 511: Activation Area 2 (Cash Area)
  • - Store 511: Activation Area 3 (Spirits Hall)
  • - Store 511: Activation Area 4 (Beer Zone)
  • - Store 511: Activation Area 5 (Vintages Area)
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Premium Window Displays (Royal Bank and Manulife)

Individual Window Displays:

  • - Window Glazing & Activations: 20 Non-GTA Stores (A)
  • - Window Glazing & Activations: 20 Non-GTA Stores (B)
  • - Window Glazing + In-Store Activation (Spirits & RTD) GTA
  • - Window Glazing + In-Store Activation (Wines) GTA
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Wines Flex Space

 

OMNI-COMMERCE PROGRAMS:

Entrance Table/Cocktail of the Month with Program Page

Front Nesting Table with Homepage Feature

Middle Nesting Table (for Wines Trade Associations Only) with Homepage Feature

Feature Page (in conjunction with an in-store display/activation)

 

ECOMMERCE PROGRAMS:

Feature Page (without a connection to in-store display space)

New Arrivals Hero Package

New Arrivals Base Package

Online One Day Sales:

  • - Online One Day Sale: Boxing Day
  • - Online One Day Sale: Canada Day
  • - Online One Day Sale: Civic Holiday
  • - Online One Day Sale: Cyber Monday
  • - Online One Day Sale: Easter Monday
  • - Online One Day Sale: Family Day
  • - Online One Day Sale: Labour Day
  • - Online One Day Sale: Thanksgiving
  • - Online One Day Sale: Victoria Day
  • - Online Weekend-Long Featured Black Friday/Cyber Monday Sale
  • - Online Week-Long Featured Pre-Black Friday Sale
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Online Exclusive Product(s) with Value Adds

Online Exclusive Curated Box

Virtual Experience: LCBO Produced

Virtual Experience: Supplier Produced

 

 

For APPLIED PROGRAMS found in this document, Trade partners can apply directly in MPTS.

  • - Please note that promotional forecasts are now mandatory at the time of your application for both Non-Applied and Applied opportunities. Applications without forecasts included will not be considered.
  • - Successful applicants will be notified per the deadlines on the following page.

 

LCBO will consider several factors when reviewing applications:

  • - Size of the brand and growth trend
  • - LCBO benefit: Sales, up-sell potential, relevancy
  • - Alignment with LCBO seasonal themes, evergreen themes, and key consumer occasions.
  • - Consumer benefit: Education, solution, engagement, value
  • - Spirit of Sustainability information provided
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Fiscal 2021/22 Deadlines

Please note that this year there are two separate application deadlines for MPTS Non-Applied and MPTS Applied Programming. To express interest in any non-applied programming, please complete the promotional application form below:

Wines & Spirits Deadlines
Beer & RTD Deadlines

Document Downloads

UPDATE MARCH 2021: The Canadian Food Inspection Agency (CFIA) has new regulations about safety and traceability, and as such a new Form is required for all Value-Add submissions when they are food.

The submission questionnaire may be downloaded below.

LCBO Fiscal 22 Promotional Opportunities (May 2021)

Click here to download

Non-Applied Promotional Application FY22 (May 2021)

Click here to download the Excel Application Form

Value-Add Submissions Questionnaire (Food Items)

Click here to download the questionnaire

Period Calendar 2021-22

Financial Period Calendar