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Media Centre Annual Report Today's LCBO
Media Centre
Media Centre

All data effective June 2013, unless otherwise stated.

The LCBO is a provincial government enterprise employing more than 7,998 people, including part-time workers, at 634 stores across Ontario supplied by five regional distribution centres.

Nearly 18,000 products are available to Ontario consumers through stores and catalogues. Last year, 13,602 unique brands were purchased through Private Ordering.

VINTAGES is LCBO’s premium wines and spirits business unit. VINTAGES products are available through the LCBO’s store network. VINTAGES releases more than 125 products every two weeks to the LCBO retail network. A wide assortment of products from some of the world’s best producers is also available through, Bordeaux Futures, direct offers and the Classics Collection. Each year, VINTAGES hosts more than 30 events for collectors and oenophiles. Full program and event information are available at In total, VINTAGES released more than 9,000 products in 2012-13.

Customers can also obtain many other products not regularly listed in Ontario through the LCBO Private Ordering program.

In partnership with the LCBO, established retailers operate some 219 agency stores in communities without large enough population bases to support regular LCBO stores.

In the interests of consumer protection, LCBO Quality Assurance conducts more than 500,000 tests annually on more than 23,000 different products. This testing helps ensure all products sold by the LCBO comply with the federal Food and Drugs Act and Consumer Packaging and Labelling Act and their related regulations as well as the LCBO’s high standards for quality and taste.

Since 1990, the LCBO has received more than 200 awards for customer service, staff training and development, store design, marketing, innovative retailing, corporate communications and social responsibility.

These include 13 Retail Council of Canada Excellence in Retailing Awards, including Innovative Retailer of the Year, Socially Responsible Retailer of the Year, Retail Store Design (Large Retailer) and the Retail Technology Award.

Members of LCBO’s Senior Team have also been commended for outstanding contributions in their respective fields. Bill Kennedy, Executive Director, Corporate Communications, received MADD Canada's Citizen of Distinction Award in September 2010 for championing LCBO's efforts to promote responsible drinking, help prevent drinking and driving and raise funds for MADD Canada.

Drinks Ontario, the association representing imported wine, spirits and beer agents, has recognized several members of LCBO management with its Industry Partnership Award for their efforts in enhancing the profile of imported beverage alcohol products in the Ontario marketplace. Recipients include: *Tom Wilson, Vice President, VINTAGES (2010); *Bob Downey, Senior Vice-President, Sales and Marketing (2009); Dr. George Soleas, Senior Vice President, Logistics/Quality Assurance (2008); Greg Dunlop, Category Manager, European (2007); Shari Mogk-Edwards, then Vice President, Merchandising (2006).

In 2009 *Bob Downey, Senior Vice President of Sales and Marketing, was named RBC Business Citizen of the Year by the Niagara Wine Festival.

In 2007, Nancy Cardinal, Vice President, LCBO Marketing and Customer Insights, earned the Top Integrated Marketer Award from Strategy Magazine. Hugh Kelly, LCBO Senior Vice President, LCBO Information Technology, was named Chief Information Officer of the Year through the Canadian Information Productivity Awards. Also in 2007, *Andy Brandt, former LCBO Chair and CEO, was inducted into the Marketing Hall of Legends.

*Denotes employees who have since retired

Recent awards include:

  • LCBO’s Broadcast Production Group received a bronze Telly Award in the online video/webisode category for its portrayal of Niagara winemaker Norm Hardie. Since there is no gold Telly offered in this category, the group actually scored a second-place standing.

  • LCBO’s Sales & Marketing Division won a design award for an interactive micro-site from Applied Arts, Canada’s visual communications magazine. The site was developed to help men host a successful get-together during a thematic highlighting a premium spirits collection.

  • LCBO’s Sales & Marketing Division received two bronze medals for its 2011 Whisky Rocks campaign from the Canadian Marketing Association.

  • LCBO’s Supply Chain won the Technology Award at the Retail Council of Canada’s 2012 Excellence in Retailing celebrations for its deployment of QLogitek’s systems to schedule warehouse appointments and automate purchase orders.

  • Jody Dunn, manager/editor of FOOD & DRINK magazine earned a Gold Award in the Media and Publishing category in 2012 from the Ontario Hostelry Institute in recognition of the magazine’s contribution to the hospitality industry.

  • LCBO’s Sales & Marketing Division earned two bronze awards in the Retail Category for its goLOCAL campaign which promoted Ontario wines and its Cocktail thematic. The 2011 awards were presented by the Canadian Marketing Association.

  • Two videos created by LCBO’s Broadcast Production Group took home silver (first place) and bronze (second place) in the “Film and Video” category at the 2011 Telly Awards. An LCBO Safety video earned the silver while Challenge & Refusal: It’s Not Personal, It’s the Law won bronze. The Telly Awards honour the very best local, regional and cable television programs as well as the finest video and film productions.

  • The helloLCBO contact centre was among the top three finalists for Best Contact Centre in the Americas under 50 agents in’s annual global competition in 2011. is a global association of contact centre industry professionals and executives.

  • LCBO’s flagship store in Oakville was recognized for its “thoughtful design with cutting edge features” by the Retail Council of Canada in the Retail Store Design, Large Retailer category. The LCBO tied with Staples Canada for the award in 2011.

  • The Ontario Safety League recognized the value of LCBO’s Deflate the Elephant campaign by granting it a Public Safety Award in 2011. The award recognizes outstanding contributions that bring to light major safety issues.

  • LCBO’s Sales & Marketing Division received a bronze award in the Retail Category from the Canadian Marketing Association for its goLOCAL campaign which promoted Ontario wines in 2010.

  • LCBO Store Development & Real Estate won a Gold Maple Leaf award from the International Council of Shopping Centres for LCBO's 321 Cornwall Dr. store in Oakville. The 2010 award was in the Retail Store Design category for store areas in excess of 10,001 square feet.

  • TV spots created for an Ontario Wine goLOCAL promotion earned LCBO’s Broadcast Production Team a bronze Telly Award in 2010. The international award was in the “Regional TV Commercials – Alcoholic Beverages/Beer” category. The Telly Awards honour the very best local, regional and cable television commercials and programs as well as the finest video and film productions.

  • The 2009 Red Wine 101 promotion, created to help demystify red wine buying for LCBO customers, received gold and silver awards from the Canadian Marketing Association.

  • LCBO Store Design & Real Estate won a Silver Maple Leaf award from the International Council of Shopping Centres for its 1838 Avenue Rd. store in Toronto. The 2009 award was in the Retail Store Design category for store areas in excess of 10,001 square feet.

  • LCBO Store Design & Real Estate earned a grand prize in the Specialty Food Retail Category from the Association for Retail Environments in 2009.

  • LCBO’s Prom Tips campaign poster, created to remind high school graduates that alcohol doesn’t belong at their celebrations, was a winner in the Registered Graphic Designers of Ontario Design@Work Competition in 2008.

  • The 2008 Wine 101 promotion, created to help demystify wine buying for LCBO customers, was honoured by the Canadian Marketing Association with a bronze award in the Retailing category.

  • LCBO was named “Integrated Marketer of the Year” by Strategy Magazine in 2008.

  • LCBO Store Design & Real Estate placed first in the Specialty Food Shop Category, an award presented by the Institute of Store Planners and Visual Merchandising & Store Design Magazine in 2008.

The LCBO’s mission statement is: We make a difference in Ontario by being a best in class, socially responsible, customer-focused and profitable retailer of beverage alcohol. The LCBO’s brand vision is: Let’s get together – representing LCBO’s desire to play a bigger role in “bringing people together” to enrich their social occasions while promoting the responsible use of the products we sell.

Sales in fiscal 2012-13 were $4.892 billion and the LCBO delivered a $1.7 billion dividend to the Ontario government. This did not include $814 million in HST, excise taxes and import duties. When payments to municipalities were included, the total was $2.5 billion. (All unaudited figures as of June 2013.) The dividend helps pay for health care, education, social programs, infrastructure and other important government services.

LCBO retail employees are vigilant about preventing sales to minors and people who are intoxicated. LCBO staff challenged more than 7.8 million individuals in 2012-13 who appeared underage, intoxicated or were suspected of purchasing for a minor or an intoxicated person. Service was refused to more than 322,000 people, with 84 per cent for reasons of age.

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