Once the LCBO has issued a purchase order for a product, the agent or supplier may start approaching Store Managers directly to encourage them to order the product. The typical process is as follows:

Step 1: Let the Store Manager know ahead of time that you want to meet to discuss a new product.

Step 2: Provide them a completed new product information sheet for each product well before the meeting.

Step 3: At the meeting, be prepared to review the sheet and discuss the product's benefits to the store's selection.

Step 4: The Store Manager will review and analyze the information package and go into further detail with you in person. They will decide whether or not to carry the new product based on factors such as how well it fits into the store's portfolio, performs in other local stores, and on the supplier's marketing plans.

Step 5: The Store Manager will give you a verbal or written decision within seven days.

Trade Guides and Store Contact Information:


Store Visit Guide

LCBO Trade Playbook- Updated 2021-01-26

Store Manager List (PDF)

January 10, 2022

Store Manager List (Excel)

January 10, 2022



Submit changes to an existing list (top form) or request NEW authorization for your organization to perform IST's (bottom form) using the appropriate form below.  Please then email the completed form to:  retailproimprovement@lcbo.com.  

Update Request form - Existing IST Trade Rep Lists

Existing list updates only - email completed form to: retailproimprovement@lcbo.com

NEW Company/Agent IST Trade Rep Authorization Request

Submit this form if requesting a NEW company/agent to be authorized to conduct IST's. Please email completed form to: retailproimprovement@lcbo.com