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All data effective May 21, 2008, unless otherwise stated.
The LCBO is a provincial government enterprise
employing some 6,500 people, including part-time workers, with more than 600
stores across Ontario supplied by five regional distribution centres.
More than 19,000 products are available to Ontario
consumers through stores, special order programs and catalogues.
VINTAGES is the LCBO’s premium wines and spirits
business unit. VINTAGES products are available at more than 225 locations.
VINTAGES releases more than 125 products every two weeks to the LCBO retail
network. Super-premium and rare products are released five times a year via the
VINTAGES Classics Catalogue. VINTAGES also hosts more than 25 special
events annually and offers an electronic e-mail program providing customers with
advance information about VINTAGES events and special purchases. In total,
VINTAGES releases 7,000 products a year.
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 200 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 476,000 tests annually on more than 22,000
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 11 Retail Council of Canada Excellence
in Retailing Awards, including Innovative Retailer of the Year in both
1997 and 1998 and Socially Responsible Retailer of the Year in 1997.
The LCBO was also named by the Ontario Chamber of
Commerce as one of the Outstanding Businesses of the Year for 2000.
A survey of nearly 1,000 readers of Canadian
Business magazine named the LCBO one of the top 10 best managed brands in
Canada and a Corporate Reputation Study conducted by Leger Marketing, an
independent survey company, placed the LCBO 15 out of the top 100 companies in
Ontario.
Awards in 2007 included:
Top Integrated Marketer, Strategy
magazine, to Nancy Cardinal, Vice President, LCBO Marketing and Customer
Insights. Chief Information Officer of the Year, Canadian
Information Productivity Awards, to Hugh Kelly, LCBO Senior Vice President,
LCBO Information Technology.
Also in 2007, Andy Brandt, former LCBO Chair and
CEO, was inducted into the Marketing Hall of Legends.
The LCBO’s mission statement is: We are a socially
responsible, performance-driven, innovative and profitable retailer, engaging
our customers in a discovery of the world of beverage alcohol. The LCBO’s brand
vision is Discover the World – to take customers on a journey of learning
and discovery, demystifying the products we sell so that informed choices can be
made more easily.
Sales in fiscal 2007-08 were $4.1 billion and the
LCBO delivered a $1.345 billion dividend to the Ontario government. This did not
include $382 million in PST, $119 million in GST and $339 million in excise
taxes and import duties. When payments to municipalities were included, the
total was $2.2 billion. (As of May 21, 2008, these figures were unaudited.)
The dividend helps pay for health care, education,
social programs, infrastructure and other important government services.
LCBO staff challenged more than two million people
who appeared underage or intoxicated, up 11 per cent from 2006-07. More than
134,000 were refused service, a nine per cent increase, the vast majority for
reasons of age.
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