Winter 2021/22

Occasions and Observances

Also happening in the Winter:

• - One-Day Online Sale: Family Day (Feb 21)

Seasonal Themes

The start of a new year is the time to reflect on the year past and consider lifestyle choices and new interests for the year ahead. It is our hope that the start of next year will be especially meaningful, as we all look forward to post-pandemic life and the return of socializing and get-togethers. We know the past year has been an especially unusual and challenging one for many customers, and we want help them kick-off 2022 with a fresh start and sense of positivity. Whether motivated by health and wellness, mindful spending, or a desire to support what is locally-produced, consumers want to feel good about the choices they are making. Our feature story for Periods 11-13 will focus on showcasing beverage alcohol options and making it easy for customers to discover smart choices that work best for them.

Customer relevant categories include:

Lighter Options & Moderation: Inspired by the Dry January (and now February) movement, and to help with health and fitness goals for the new year, we will highlight products and drink solutions with less sugar, fewer calories, and no/low alcohol content. From dry wines and lower alcohol beers to seltzers and tall simple-mix cocktails.Enhanced communication around calorie content, understanding sugar codes and sweetness descriptors, and mixing low alcohol cocktails are just some of the ways we’ll build awareness for these product offerings.

Value Choices: Value is typically relevant at this time of year, coming off the holiday season. This promotion will also highlight choices that represent great quality for the price, together with compelling LTOs.

Local Choices: We know the effects of the pandemic have heightened customer interest in supporting local, and as such, the promotion will also shine a light on expert-picked Ontario-made options.

Additionally, we will support key gifting occasions for the season:

Perfect Gifts: For customers looking for the right choice for occasions like Lunar New Year, Valentine’s Day or Easter, we’ll call out our best bottles for gifting. We’ll also highlight options for casual drinking occasions like the Winter Olympics, Super Bowl and St.Patrick’s Day.

SPIRIT OF SUSTAINABILITY

For nearly 100 years the LCBO has been committed to protecting the health and well-being of Ontarians by ensuring our products are safe and of the highest quality. Through Spirit of Sustainability as part of our commitment to Safe and Informed Consumption, we are continuing with our integrated campaign, The LCBO Lab.Quality Assured. The campaign will continue to highlight that at The LCBO Lab, quality is always assured. Ontarians can be confident that products found at the LCBO have been tested, tasted and verified.

 

 

Displays and Product Focus

Feature Fixture A & B (New & Seasonal):

• P11: Wines: Lighter Options – Lower Alc Wines (<9%)
• P12 & P13: Great Value Wines – Focus <$15 with strong LTO offers

Entrance Table (Cocktail of the Month):

• P11: Vodka Cocktail Base: Dirty Martini variations
• P12: Brandy/Cognac Cocktail Base: Highball
• P13: Whisky Cocktail Base: Irish Elder

Mini Thematic A:

• P11: Cozy Win­ter Warmer Gifts
• P12: Liqueurs (Valentine’s Day)
• P13: Irish Whiskey Gifts

Mini Thematic B:

• P11: Wine Gifts: Reds, Rosé & Sparkling +$15
• P12: Wine Gifts: Reds, Rosé & Sparkling +$15
• P13: Spring Wines Gifts Sparkling, Rosé, White

Front Nesting Table:

• P11: Spirits
• P12: Spirits
• P13: Spirits

Middle Nesting Table:

• P11: Low Sugar Wines
• P12 & P13: Smart Buys/ Value Choices – Regional Focus 

Beer Block Pile (A):

• P11: Beer
• P12: Beer
• P13: Beer

RTD Block Pile (B):

• P11: RTD
• P12: RTD
• P13: RTD

Spirits Value Block Pile C:

• P11: Spirits Value
• P12: Spirits Value
• P13: Spirits Value

Mini Thematic C (EA10):

• P11: Local Craft Beer - Winter Styles
• P12: Local Craft Beer - Winter Styles
• P13: Local Craft Cider

Block Pile D Activation Area:

• P11: Spirits
• P12: Spirits
• P13: Spirits

Beer Excitement Zone: 21A:

• P11: Beer
• P12: Beer
• P13: Beer

Beer Excitement Zone: 21C:

• P11: Beer
• P12: Beer
• P13: Beer

Beer Excitement Zone: 21D:

• P11: Beer
• P12: Beer
• P13: Beer

End Aisles:

 

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