Winter Summary
PERIOD 11 December 31 - January 27, 2024
PERIOD 12 January 28 - February 24
PERIOD 13 February 25 - March 30
Seasonal Themes
Period 11: As with previous years, P11 will focus on Lighter Choices to align with Ontarians post-holiday priorities and the growing interest in trends such as Dry (or Damp) January and an increased mindfulness around alcohol consumption. The focus will be on driving awareness of the lighter choices that can be found at the LCBO and educating customers on how to find lighter choices at the LCBO.


Period 12 & 13: will shift to focus on Dream Destinations, highlighting the incredible regions and countries associated with our products. The campaign will have a strong Aeroplan component including added incentives (e.g., 2x points, multiple contests) for purchasing products with base Aeroplan offers.
We are looking to maximize base Aeroplan offers across key display points. Travel/Destination related Value-Adds are also welcome.

Occasions & Observances
Core Sales Occasions | Core Gifting Occasions | Diversity, Inclusion, Belonging & Equity (DIBE) & Support Occasions | |
P11 | NFL Playoffs | N/A | Dry/Damp January (Moderation Focus) Robbie Burns Day (January 25) |
P12 | Super Bowl (February 11) Family Day (February 19) | Valentines Day (Tues. February 14) | Lunar New Year (February 10) Black History Month |
P13 | St Patrick's Day (Friday, March 17) Good Friday (March 29) Easter Sunday (March 31) | N/A | International Women’s History Month & Day (March 8) |

Spirit of Sustainability Focus & Fundraising Campaigns | Aeroplan Promotions | Ecommerce Promotions | |
P11 | N/A | N/A | N/A |
P12 | Black History Month Campaign + Good Partner Feature CEE/Black North / BHA Fundraising Campaign | ONLINE & IN-STORE: Contests & Rewards Promotion | N/A |
P13 | Spirit of Inclusion & Equity Campaign + Good Partner Feature Women’s College Hospital Fundraising Campaign | ONLINE & IN-STORE: Contests & Rewards Promotion | N/A |
DISPLAY | PRODUCT FOCUS | ||
Period 11 | Period 12 | Period 13 | |
Feature Fixture A | Spirits | Spirits | Spirits |
Feature Fixture B (New & Seasonal) | Spirits | Spirits | Spirits |
Cocktail of the Month (EA 1) | Vodka : Bloody Vodka Soda | Brandy/ Congnac: Jack Rose | Whisky: Gold Rush |
Entrance Table | Spirits | Spirits | Spirits |
Mini Thematic A | Smart Buy Gifts | Valentine’s Gifts (Liqueurs)* | Women in Spirits |
Mini Thematic B | Smart Buy Gifts | Gifts for your Loved One (Rosés, Sparkling focus) | Premium Wines for the Host/ Hostess (Easter) |
Front Nesting Table | Spirits | Spirits | Brown Spirits |
Middle Nesting Table | Lighter Choices - <5g/L w/LTO | Chile (Aeroplan Partnership) | Italy (Aeroplan Partnership) |
Beer Block Pile (A) | Beer | Beer | Beer |
RTD Block Pile (B) | RTD | RTD | RTD |
Loyalty Block Pile (C) | Spirits/Wine Aeroplan partnerships/offers | Spirits/Wine Aeroplan partnerships/ offers | Spirits/Wine Aeroplan partnerships/ offers |
Mini Thematic C (EA 10) | Local Beer/Cider - Lighter Choices | Local Beer for Winter | Local Cider |
Block Pile D Activation Area | Spirits | Spirits | Spirits |
Beer Excitement Zone A | Beer | Beer | Beer |
Beer Excitement Zone C | Beer | RTD | Beer |
Beer Excitement Zone D | Beer | RTD | Beer |
Spirits Cold Room | Spirits | Spirits | Spirits |
Spirited Picks | Spirits | Spirits | Spirits |
Front End Merchandiser 1 | Spirits | Spirits | Spirits |
Front End Merchandiser 2 | Small format/ Impulse Wines | Small format/ Impulse Wines | Small format/ Impulse Wines |
Front End Merchandiser 3 | Brown Spirits | Brown Spirits | Brown Spirits |
BCRTD Impulse Risers (1-4) | RTD | RTD | RTD |
Pop Up Shops | Lighter Choice Brand Takeover | Country/ Destination (Beer) with Aeroplan | St. Patrick’s Day (Beer and Spirits) |
Enhanced Occasions Package | Lighter Choices | Lunar NY or Valentine’s Day | Wines Portfolio Takeover (Easter) |
DISPLAY | PRODUCT FOCUS | ||
Period 11 | Period 12 | Period 13 | |
End Aisle 1 (COTM) | See info above. | ||
End Aisle 2 | Brown Spirits | Brown Spirits | White Spirits |
End Aisle 3 | Low Alc/Low Cal Wine | Wines Regional focus w/ Aeroplan | Wines Regional focus w/ Aeroplan |
End Aisle 4 | White Spirits | White Spirits | Brown Spirits |
End Aisle 5 | Wines | Spirits | Wines |
End Aisle 6 | Wines | Spirits | Wines |
End Aisle 7 | Brown Spirits | Brown Spirits | Wines |
End Aisle 8 | Wines | Wines | Brown Spirits |
End Aisle 9 | Brown Spirits | Brown Spirits | Wine |
End Aisle 10 (MT C) | Beer | Beer | Beer |
End Aisle 11 | Brown Spirits | Brown Spirits | White Spirits |
End Aisle 12 | Brown Spirits | Brown Spirits | White Spirits |
End Aisle 13 | Brown Spirits | Brown Spirits | Wine |
End Aisle 14 | Wines | Wines | Brown SPirits |
End Aisle 15 | White Spirits | White Spirits | Brown Spirits |
End Aisle 16 | Brown Spirits | Brown Spirits | Brown Spirits |
End Aisle 17 | Wines | Wines | Wines |
End Aisle 18 | White Spirits | White Spirits | Brown Spirits |
End Aisle 19 | Brown Spirits | Brown Spirits | White Spirits |
End Aisle 20 | White Spirits | White Spirits | Wines |
Vintages End Aisle (EA VL1) | Vintages Essentials on offer (LTO/ BAP) | Vintages Essentials on offer (LTO/ BAP) | Vintages Essentials on offer (LTO/ BAP) |
Discovery End Aisle (EA W5) | TBD | East Asia | Greece |