Q: What is the relationship between the LCBO and the government of Ontario?

A: The LCBO (Liquor Control Board of Ontario) is a $4.27 billion arm’s length agency of the provincial government with 608 stores across Ontario and 7,000 employees, including part-time workers. The LCBO reports to the Minister of Finance. The LCBO finances all of its expenditures through its revenues from product sales. LCBO dividends are remitted annually to the Government of Ontario's Consolidated Revenue Fund and contribute to Ontario’s ability to pay for schools, hospitals, roads and important social programs and major capital projects.

Q: What are the LCBO’s sales and profit figures?

A: Sales in fiscal 2008-09 were $4.27 billion and the LCBO delivered a $1.4 billion dividend to the Ontario government. This did not include $398 million in PST, $104 million in GST and $346 million in excise taxes and import duties. When payments to municipalities were included, the total was $2.25 billion. (As of June 2009, these figures were unaudited.)

Q: What are the key corporate objectives of the LCBO?

A: Some objectives of LCBO's 2008-13 strategic plan are:

• Increase customer engagement and satisfaction
• Be a socially responsible retailer that promotes:
  • Responsible consumption of alcohol
  • Product quality and safety
  • Environmental sustainability
  • Community involvement and fundraising
• Maximize returns to the people of Ontario
• Improve employee engagement and performance while building leadership capacity
• Grow Ontario winery sales
• Further improve collaborative planning with stakeholders and trade partners.

Q: Is the LCBO the largest purchaser of beverage alcohol in the world?

A: The LCBO is one of the largest single purchasers of beverage alcohol in the world and one of the largest retailers, buying wines, spirits and beers from 77 countries around the world for Ontario consumers and licensees. A total of 22,000 products are available: 3,700 brands regularly on offer, 6,700 through VINTAGES, LCBO's fine wines and premium spirits unit, and some 11,800 through LCBO's Private Ordering and Consignment programs.

Q: What is the VINTAGES program and where are VINTAGES products available?

A: VINTAGES is the fine wine and premium spirits business unit of the LCBO. VINTAGES’ retail network consists of five stores, 40 boutiques and more than 170 sections in LCBO stores. In 2008-09, VINTAGES released 6,700 products via regular releases and direct offers through programs such as CLASSICS Collection, Bordeaux Futures and VINTAGES Latest. In October 2008, VINTAGES launched VintagesShopOnline.com, LCBO’s first e-commerce site. Within six months, the site attracted 4,800 subscribers and generated sales of $1.4 million. VINTAGES is also well known as an educator and industry ambassador and hosts innovative events for collectors and oenophiles throughout the year. Up-to-date program and event information is available at www.vintages.com.

Q: What are agency stores?

A: Agency stores operate in established local retail businesses, in partnership with the LCBO, in communities too small to support regular LCBO stores. The LCBO has authorized 216 agency stores throughout Ontario. Selected through a competitive public tender process, participating established local retail businesses provide beverage alcohol retail access in a cost-efficient, socially responsible manner to consumers. The Agency Store Program also brings additional revenue to host communities and helps support their overall business base.

Q: How many Ontario wineries have their own stores?

A: There are more than 439 Ontario winery retail stores located both in wineries or off-site. These are not regulated by the LCBO, but operate under licence from the Alcohol and Gaming Commission of Ontario (AGCO).

Q: Do Ontario brewers and distillers sell directly to the public?

A: Yes. Ontario’s three largest breweries co-own The Beer Store outlets. These outlets are private businesses operated by owners Labatt, Molson-Coors and Sleeman. The LCBO does not own or operate The Beer Store outlets.

In addition, there are a number of brewery stores and a few on-site distillery stores in Ontario. These are private stores licensed and regulated by the Alcohol and Gaming Commission of Ontario (AGCO). Please see Related Sites for links to Ontario distilleries and breweries.

Q: How can consumers find out if a local LCBO store carries a certain product? 

A: Consumers can consult the LCBO website at www.lcbo.com or call LCBO’s Infoline at toll-free 1-800-ONT-LCBO (1-800-668-5226), at 416 365-5900 in Toronto and by fax at 416 864-2596. Infoline can also be contacted by e-mail at infoline@lcbo.com. The TTY number for the deaf and hard of hearing is 1-800-361-3291 or 416 864-6898 in Toronto.

Q: I sampled a wonderful bottle of Burgundy wine while I was in France. The LCBO doesn’t carry it, so how can I get it?

A: LCBO’s Private Ordering program can order case lots from anywhere in the world as long as the supplier will ship it to the LCBO. Please phone 1-800-668-5144, or in Toronto, 416 864-6739.

Q: Does the LCBO regulate bars and restaurants? 

A: No. Establishments licensed under the Liquor Licence Act are regulated by the Alcohol and Gaming Commission of Ontario (AGCO). The AGCO can be contacted at 1-800-522-2876 toll-free in Ontario and 416 326-8700 in Toronto, by fax at 416 326-5555 and by e-mail at licensing@agco.on.ca. The AGCO website is www.agco.on.ca.

Q: Does the LCBO recycle?

A: Consumers pay a deposit on containers at the LCBO, agency stores and wine and distillery retail stores, and receive a refund when returning them to The Beer Store. The deposit is 10 cents and 20 cents depending on the size of the container.

The Bag it back program is helping to divert significantly more glass and other beverage alcohol containers from landfill sites and results in more glass being recycled into higher-end uses, including new glass bottles, fibreglass and polar fleece.

It is also freeing up space in the Blue Box program, giving municipal governments an opportunity to expand recycling programs.

The LCBO has also been a significant supporter of the municipal Blue Box program, with more than $40 million in contributions in recent years.

In addition, the LCBO has become a recognized leader in the promotion and sale of lightweight packaging for beverage alcohol, including Tetra Pak containers, PET (polyethylene terephthalate) plastic bottles, aluminum cans and, increasingly, lightweight glass.

Consumers can also purchase cloth Envirobags in LCBO stores in place of disposable shopping bags. LCBO donates 50 cents from the sale of each four-bottle cloth Envirobag to the LCBO Natural Heritage Fund, which supports community-based projects to preserve or restore wildlife habitat. A variety of reusable bags is also available for consumers to purchase at the LCBO.

Suppliers are encouraged to minimize packaging and LCBO recycles corrugated cardboard, fine paper, polystyrene, newspapers, plastic wrap, batteries, printer cartridges, data tapes and other materials, as well as working to reduce the use of energy in LCBO facilities to reduce greenhouse gas emissions.

Q: What is the LCBO Natural Heritage Fund?

The LCBO Natural Heritage Fund raises money for wildlife habitat restoration and rehabilitation throughout Ontario. Projects have included:

• restoration of native Ontario Atlantic salmon to Lake Ontario and its tributaries
• a winter breeding program for the endangered Eastern Loggerhead Shrike songbird
• re-establishment of bald eagles in the Thousand Islands region
• wetland and frog habitat development within the Toronto and Region Conservation Authority, and
• restoration of Carolinian forest in southwest Ontario.

Funds are raised by the sale of cloth Envirobags in LCBO stores and a portion of sales donated by suppliers through special promotions.

Q: Is the LCBO involved in social responsibility programs related to responsible use of alcohol?

A: LCBO programs include:

• Information campaigns aimed at teenagers, such as the Safe Prom campaign, which includes posters, teachers’ educational materials and tips for both parents and teens. You can view this year’s poster and tips at www.lcbo.com/prom
• Talk to Your Kids about Alcohol website at: www.talktokidsaboutalcohol.ca
• Staff training to prevent the sale of alcohol to minors, and to persons who are intoxicated, e.g. SMAART Training for Staff; Challenge and Refusal Program
• Television commercials in partnership with MADD Canada. Please see MADD Canada's news release on the LCBO/MADD partnership, by clicking here
• Responsible Hosting Tips
• Programs in partnership with other organizations, e.g., the annual Drive Safe campaign (in association with the Ontario Association of Chiefs of Police)
• Please also see: Related Sites.

Q: How does the LCBO assist charities with fundraising?

A: The LCBO is required by the Liquor Control Act to transfer net profits to the province of Ontario. These revenues help pay for Ontario roads, schools, hospitals and other important social programs and services.

While it may not make donations or sponsor events, LCBO and its employees are committed to assisting charitable organizations. Last year, special programs and initiatives driven by LCBO employees and the LCBO Donation Box Program raised more than $2.7 million in support of worthy causes. Charitable organizations interested in the LCBO’s fundraising programs can learn more about the program and application process by visiting: http://www.lcbo.com/socialresponsiblity/worthycauses.shtml.

Q: Where can I find information about responsible hosting?

A: HOST: LCBO’s guide for responsible entertaining and a variety of other resources posted on www.lcbo.com provide Ontarians with practical tips for responsible hosting. The guide also covers myths and facts about alcohol, guidelines on purchasing beverage alcohol for events, and a selection of recipes for mocktails (alcohol-free drinks). It also offers links to other useful websites, including MADD Canada’s Being Sued can Ruin a Good Party. 

The number one responsible hosting tip is: Don't drink too much yourself. As the host, you can stay on top of, and avoid, potential problems when you can think more clearly and act more quickly.

Q: I brought home a bottle of wine and it did not taste right: What should I do? 

A: Customers can return any products to the LCBO without a receipt if they believe the product is defective. Please note: receipts are required if you are returning resaleable, unopened items.

Q: Can you tell me about the BYOW program where you can bring your own wine to restaurants?

A: The Ontario government provides consumers and restaurants two new choices: Bring Your Own Wine, and Take Home the Rest, both available at participating restaurants. The program allows patrons to bring their favourite wine to these restaurants, enjoy it during dinner, and take home the rest. In many jurisdictions, the program has been found to reduce drinking and driving, as patrons no longer feel they must finish all their wine with their meal.

Tips: Customers should call ahead and ask if the restaurant offers Bring Your Own Wine. Clients should also ask about corkage fees; inquire about any restrictions such as minimum food orders or a cap on the number of bottles that may be brought in for dinner. A key part of the program is safe and legal transportation of the wine. Bottles may not be opened before hand, and the wine must be re-corked by the restaurant afterwards.

Q: What safeguards are in place to protect an individual’s privacy when using an AIR MILES® Rewards card?

A: Information collected through AIR MILES® Rewards is held by LoyaltyOne Inc., which passes on to the LCBO information on buying patterns. LCBO does not receive information on individuals. For more information, please see: AIR MILES® Reward Program.

Q: Has the LCBO won any awards?

A: Since 1990, 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 12 Retail Council of Canada Excellence in Retailing Awards, including Innovative Retailer of the Year, Socially Responsible Retailer of the Year and the Retail Technology Award. The LCBO was also named by the Ontario Chamber of Commerce as one of the Outstanding Businesses of the Year for 2000.

Members of LCBO’s Senior Team have also been commended for outstanding contributions in their respective fields. 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.

Recent awards include:

• 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 Wine 101 promotion, created in 2008 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.
• A training video used to teach store staff how to effectively deal with shop theft, entitled Play it Safe, earned a Silver Screen Award in the Training Safety category at the U.S. International Film & Video Festival. It also won a Bronze World Medal in the Internal Communications category at the 2009 New York Festivals International Film & Video Awards.
• LCBO’s “Eco Chic” campaign won top prize at the June 2009 Retail Council of Canada’s Excellence in Retailing awards in the Retail Marketing/Advertising – Large Chain category.

Q: Has the LCBO conducted customer surveys?

A: Large-scale customer satisfaction surveys show that 77 per cent of our customers rate their overall shopping experience as an eight or higher on a 10-point scale while dissatisfaction barely registers at less than one per cent.

The Customer Tracking Study, conducted annually and based on in-depth interviews with 2,500 people across Ontario who say they are the primary LCBO customer in their household, consistently reports satisfaction levels in the high 70s. This compares with 74 per cent when the study began in 1999.

The survey also tells us that for four out of every 10 customers say the LCBO is one of their favourite places to shop.

Some of the highest rankings are for staff friendliness and professionalism.

Similar findings are reported by a more frequent Omnibus Survey known as Project SCORE. This is a monthly survey that asks about 450 randomly selected LCBO customers across the province to rate their satisfaction with their most recent shopping trip to our stores and the reason for their rating.

Q: The LCBO has a reputation for having a good quality assurance program. How do you test the alcoholic beverages to be sold in Ontario?

A: In the interests of consumer protection, LCBO Quality Assurance conducts more than 490,000 laboratory tests on more than 22,000 different beverage alcohol products and tastes more than 6,000 products each year. This ensures products purchased and sold by the LCBO are safe for consumption, good quality, authentic and compliant with federal and provincial standards for composition, labelling and packaging.

The LCBO was the first liquor jurisdiction in the world to be doubly accredited to the 2000 version of the ISO 9001 and ISO 17025 certification, the standard specific to testing laboratories. (These are accreditations of the International Organization for Standardization (ISO), a worldwide federation of national standards bodies from some 130 countries, based in Geneva, Switzerland.)

Please note: All data as reported in the LCBO Annual Report for fiscal 2008-2009.