It is a pleasure to share the 2021 Elsie award recipients.  While this year was LCBO’s first virtual awards event, it felt more meaningful than ever to than ever to celebrate the industry achievements, resilience, and success of our partners during a challenging time.

The LCBO thrives only when the beverage alcohol industry thrives. We are best-in-class because our industry agents, suppliers, products, and producers are best-in-class. The exceptional pool of nominees this year embody the talent, innovation, and excellence Ontarians have come to expect when they shop with the LCBO. From new virtual tasting experiences, championing the sustainable advancement of the industry, or showcasing the very best of Ontario, your passion and care is inspiring and humbling. Over the past two decades, we have celebrated our outstanding partners, and I have never been prouder to be part of this industry than I am now.

I would also like to pay tribute to this year’s Special Recognition Award recipient. Awarded to an individual in celebration of their lasting contribution to the industry, Chris Churchill is incredibly deserving of the recognition. A tireless advocate for our industry, including through his many years as the President of Drinks Ontario and respected by those who had the good fortune of working with or crossing paths with him, Chris is known for his passion to not only the industry, but the products. We thank him for his service excellence and dedication as an invaluable partner and collaborator to the LCBO.

To all the nominees and Elsie award winners, I offer my sincere congratulations. I hope you feel our deep appreciation for everything that you have accomplished this year. Please enjoy a cheers, and take the time to reflect on the positive impact you have on our shared industry, customers, and communities.

Best wishes and stay safe,

  • George Soleas
  • President & CEO, LCBO


2021 Elsie Award Recipients

Spirit of Sustainability – Good People, Planet and Partner: Muskoka Brewery

Best Virtual Event – Celebrate South African Wines – Wines of South Africa

Best Gift Item – Diageo Canada - Bailey’s Red Velvet

Best Integrated Marketing Campaign – Any Category: Corby: Canadian Whisky

Best eCommerce Exclusive Product or Offer – Beam Suntory - Alberta Premium Cask Strength Rye

Best of Ontario – Spirits – Beattie’s Distillers

Best of Ontario – Wines & Vintages – 13th Street Winery

Best of Ontario – Beer, Cider & Ready-to-Drink – Muskoka Brewery

Best New Product Launch – Spirits – New Amsterdam Pink Whitney

Best New Product Launch – Wines & Vintages – 19 Crimes Snoop Dogg California Red – Mark Anthony Wines & Spirits

Best New Product Launch – Beer, Cider & Ready-to-Drink – White Claw – Mark Anthony Wine & Spirits

Partnership Award – Supply Chain – Colio Estates Wines

Partnership in Training Award – Six Pints/Justin LaMontagne – Virtual Product Knowledge Education Video Series

Partnership Award – Spirits – Rennie Dickson – Diageo Canada

Partnership Award – Vintages – Katie Lucenti – Mark Anthony Wine & Spirits

Partnership Award – Wines – Kristen Steiner – Arterra Wines Canada

Partnership Award – Beer, Cider & Ready-to-Drink – Jeff Dafoe – Premier Brands

Partnership Award – Retail – Andrew Jabar – Iconic Brewing Co.

Partnership Award – Specialty Services – Halpern Enterprises

Partner of the Year – Small Supplier/Agent – Bellwoods Brewery

Partner of the Year – Medium Supplier/Agent – Iconic Brewing Co.

Partner of the Year – Large Supplier/Agent – Mark Anthony Wine & Spirits

Special Recognition Award – Chris Churchill