Enhanced Tastings offer suppliers the opportunity to create elevated in-store experiences that go beyond standard product samplings through approved educational content, food pairings, promotional materials, and other customer engagement elements.

 

Before You Apply

All Enhanced Tasting concepts must be reviewed and approved by the LCBO Customer Experience team before an application is submitted. The team will confirm whether the activation qualifies as an Enhanced Tasting or should follow another promotional program. Early review helps avoid delays and ensures all requirements are met.

 

Application Process

  1. Submit your activation concept and supporting materials to the Customer Experience team.
  2. Receive guidance on whether the activity qualifies as an Enhanced Tasting.
  3. If approved, submit an Enhanced Tasting Application through the In-Store Tasting Program process.

 

Required Assets

Include all materials with your proposal and application, such as:

  • Pop-up banner artwork
  • Food pairing information and images
  • Promotional messaging
  • Product information
  • Any additional assets requested by LCBO

French-language assets are required for events in FLS stores. Incomplete submissions may delay approval or scheduling.

 

Timelines

Submit proposals as early as possible to allow time for:

  • Customer Experience review
  • Artwork approvals
  • Event setup and scheduling
  • Event page creation (where applicable)
  • Production of promotional materials

Late submissions may affect approval timelines.

 

Additional Information

All Enhanced Tastings must comply with LCBO policies, operational requirements, and social responsibility standards. Approval from the Customer Experience team is required before an application can be submitted.

 

Pricing

  • Enhanced Tasting: $100

All tastings include a $25 charitable contribution to LCBO’s Industry Catalyst Fund, plus HST, per tasting. Please note that tax receipts are not provided for the $25 donation included in bookings for in-store product samplings. As a crown corporation LCBO does not receive charitable tax receipts for any donations made.