Holiday 2021/22

Occasions and Observances

Also happening in the Holiday Season:

• - Food & Drink Holiday Release (Nov 10)
• - In-Store Black Friday Super Sale - Block Pile C (Nov 24-28) LTO ONLY, NO VALUE-ADDS
• - Online-focused Week-long Sale: PRE Black Friday/ Cyber Monday (Nov 19-25) VALUE-ADDS ONLY, NO LTO
• - Online-focused Weekend Sale: Black Friday/Cyber Monday (Nov 26-28) VALUE-ADDS ONLY, NO LTO
• - Online-focused One-Day Sale: Cyber Monday (Nov 29) VALUE-ADDS ONLY, NO LTO
• - One-Day Online Sale: Boxing Day (Dec 26)
• - Holiday Gifting Program (Gift Cards and Gift Packaging)

Seasonal Themes

This year, the holidays will mean even more to our customers. While the pandemic had a significant impact on our holiday experiences in 2020, Ontarians are hopeful things will look different this year. So, as family, friends and colleagues reconnect, the LCBO will help our customers make the most of this very special season. With renewed excitement around finding and giving the perfect gifts, the LCBO will secure our position as the gifting destination and make it as easy as possible for our customers to find the perfect gift and make holiday moments great again.

The Holiday 2021 campaign will bring our “DISCOVER” brand experience pillar to life by elevating what it means to give and receive a gift from the LCBO. Across all customer touchpoints, we will showcase our best gifts at every price, from tried-and-true favourite brands to premium and unique products. And, we’ll curate exceptional gifting experiences to make giving a gift of beverage alcohol special and thoughtful.

Curating exceptional experiences will come to life in two ways:

With a focus on premiumization

This year we want to elevate, not only the products we offer but also the gifting experiences we create. This will allow us to focus on both premium and unique products that our customers can trade up to, as well as customer favourites that can be offered in a more premium way.

With compelling sales events

We will launch themed sales events that reflect what consumers are looking for during this period. Through these events, we’ll demonstrate how our products make special gifts and make it easy to choose the perfect products for entertaining.

Displays and Product Focus

Feature Fixture A:

• P9: Not Sold
• P10: Not Sold

Feature Fixture B (New & Seasonal): 

• P9: Not Sold
• P10: Not Sold

Entrance Table (Cocktail of the Month):

• P9: Rum Cocktail Base 
• P10: Cream Liqueur Cocktail Base

Mini Thematic A:

• P9: Aged Spirits w/ LCBO Gift Bag VA+ optional LTO 
• P10: Aged Spirits w/ LCBO Gift Bag VA+ optional LTO 

Mini Thematic B:

• P9: Holiday Wines Gifts
• P10: Holiday Wines Gifts

Front Nesting Table:

• P9: Spirits
• P10: Spirits

Middle Nesting Table:

• P9: LCBO Wines / Vintages Essentials (Flighted)
• P10: Vintages Essentials

Beer Block Pile (A):

• P9: Beer
• P10: Beer

RTD Block Pile (B):

• P9: RTD
• P10: RTD

Spirits Value Block Pile C:

• P9: Spirits Value
• P9: In-Store Black Friday Super Sale (Nov 24-28). LTOs only, no Value-adds.
• P10: Spirits Value

Mini Thematic C (EA10):

• P9: Local Craft RTD
• P10: Local Craft Mixed Packs and Specialty Gifts

Block Pile D Activation Area:

• P9: Holiday Activations (all-play)
• P10: Holiday Activations (all-play)

Beer Excitement Zone: 21A:

• P9: Beer
• P10: Beer

Beer Excitement Zone: 21C:

• P9: Beer
• P10: Beer

Beer Excitement Zone: 21D:

• P9: Beer
• P10: Beer

End Aisles:

Document Downloads

Note for Non-Applied Programs:

To apply for a non-applied program, download the Application Form posted on the Promotional Calendar page, complete and return to your Category Partner by the noted deadline. 

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 on the Promotional Calendar page, under "Document Downloads".