We are pleased to share changes we are making to the Vintages brand. As part of the Vintages Transformation, an enhanced Vintages brand experience will simplify and clearly define the role of Vintages at the LCBO and its value to our customers.
Simplifying the brand experience for our customers and employees is foundational to the work and will ensure Vintages remains relevant and approachable to our core customers while broadening its appeal with new customers. The refresh is not an overhaul but an evolution of our much-loved Vintages brand, and is rooted in extensive consumer research.
Please see the below memo regarding the changes.