Fall Summary 


PERIOD 7 September 15 - October 12
PERIOD 8 October 13 - November 9

Seasonal Themes

Period 7

The Fall season will launch with our annual celebration of local. In store, the campaign will be flighted either Ontario VQA or International-Domestic Blends.

Product Discovery: Local with a focus on VQA products.

Flight A (VQA): We’ll connect Ontarians to the world-class VQA wines produced right here at home. Flight B (IDB): We’ll highlight customer favourite brands that offer incredible value and unique formats.

Period 8

As we head into the holiday season, we’ll shine light on the spirits category, helping customers discover the perfect bottle to gift, sip or mix in the perfect fall cocktailing. Our P8 campaign will promote spirits trial, and recruit new customers to the category.

Product Discovery: Easy Solutions, with a focus on whisky


Occasions & Observances

  Core Sales Occasions Core Gifting Occasions Diversity, Inclusion,
 Belonging & Equity
 (DIBE) & Support 
 P7 Lead up to Thanksgiving
 NFL Season beings
  N/A Franco-Ontarian Day (September 25)
 National Day For Truth & Reconciliation
 (September 30)
 Rosh Hashanah (October 2-4)
 Yom Kippur (October 11-12)
 P8 Thanksgiving (October 14)
 Halloween (October 31)
 NHL & NBA Seasons begin
 Early Holiday Gifting
 Corporate Holiday Gifting
 Diwali (October 31 - Nov 4)
 SOS Focus
 & Fundraising Campaigns
 Aeroplan Promotions
 P7 Focus on Ontario Good Partners
 Support Local / United Way Charity
 Fundraising Campaign
 P8 LCBO Impact Report Published ONLINE & IN-STORE: Partnership Contest Opportunity
 One-Day Online Aeroplan Double
 Points Event: Thanksgiving
 (October 14)



                    DISPLAY PRODUCT FOCUS
 Period 7Period 8
 Feature Fixture A Spirits NOT SOLD
 Feature Fixture B (New & Seasonal) Spirits NOT SOLD
 Cocktail of the Month (EA 1) Vodka Whisky
 Entrance Table Ontario Wines Spirits
 Spirits Gifting Display Ontario Small Distillers -
 Gifts for the Host
 Whisky Gifts
 (Early Holiday Gifting)
 Wines Gifting Display Gifts for the Host
 (Thanksgiving) - VQA Wines
 Holiday Gifts - Red Wines   (Premium GL/ Essentials)
 Front Nesting Table Ontario Wines Brown Spirits
 Middle Nesting Table Ontario Wines Brown Spirits
 Beer Block Pile (A) Beer Beer
 RTD Block Pile (B) RTD RTD
 Wines Loyalty Block Pile (C) Wines Wines
 Spirits Loyalty Block Pile (C) Spirits Spirits
 Local Beer & Cider Display (EA 10) Beer Beer
 Block Pile D Activation Area Spirits Spirits
 Excitement Zone A
 Beer Beer
 Excitement Zone C Beer RTD
 Excitement Zone D Beer Beer
 Spirits Cold Room Brown Spirits
 Spirited Picks Spirits Spirits
 Front End Merchandiser 1 White Spirits Impulse White Spirits Impulse
 Front End Merchandiser 2 VQA Wines Impulse Wines Impulse
 Front End Merchandiser 3 Brown Spirits Impulse Brown Spirits Impulse
 RTD Impulse Risers (1-4) RTD RTD
 Pop Up Shops Wine Spirits
 Flagship Spotlight Spirits Wines


 Period 7Period 8
 End Aisle 1 (COTM) See info above.
 End Aisle 2 Wines Brown Spirits
 End Aisle 3  Wines Brown Spirits
 End Aisle 4 Wines Brown Spirits
 End Aisle 5  Wines Brown Spirits
 End Aisle 6 Wines White Spirits
 End Aisle 7 Wines Brown Spirits
 End Aisle 8 Wines Brown Spirits
 End Aisle 9 Wines Brown Spirits
 End Aisle 10 (MT C) Beer Beer
 End Aisle 11 White Spirits White Spirits
 End Aisle 12 Brown Spirits Brown Spirits
 End Aisle 13 White Spirits White Spirits
 End Aisle 14 Brown Spirits Brown Spirits
 End Aisle 15 Brown Spirits Wines
 End Aisle 16 White Spirits White Spirits
 End Aisle 17 Brown Spirits Brown Spirits
 End Aisle 18  Beer Wines
 End Aisle 19 Beer White Spirits
 End Aisle 20 Beer White Spirits
 Vintages End Aisle
 (EA VL1) 
 Vintages Essentials on offer
 Vintages Essentials on offer
 Discovery End Aisle
 (EA W5)