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

A: The LCBO (Liquor Control Board of Ontario) is a $4.3 billion arm’s length agency of the provincial government with 611 stores across Ontario and 7,358 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 2009 were $4.3 billion and the LCBO delivered a $1.41 billion dividend to the Ontario government. This did not include $405 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 $2.3 billion. (As of August 2010, 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 82 countries around the world for Ontario consumers and licensees. A total of 18,786 products are available: 3,423 brands regularly on offer, 5,256 through VINTAGES, LCBO's fine wines and premium spirits unit, and some 11,187 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 six stores, 62 boutiques, 145 corners and more than 100 sections in LCBO stores. In 2009-10, VINTAGES released 6,200 products via regular releases and direct offers through programs such as Classics Collection, Bordeaux Futures, Virtual offers and VintagesShopOnline.com/. 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 462 Ontario winery retail stores located either 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 www.lcbo.com/service or call LCBO Customer Service at toll-free 1-800-ONT-LCBO (1-800-668-5226), at 416 365-5900 in Toronto and by fax at 416 864-2596. 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 a portion of the proceeds 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, 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?

A: 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 reusable bags 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: As one of Ontario’s largest beverage alcohol retailers, LCBO has a longstanding tradition of selling responsibly and also encouraging customers to serve and consume beverage alcohol products in moderation. Ontarians expect LCBO to sell beverage alcohol in a responsible manner, to prevent sales to minors and intoxicated adults and promote responsible consumption. LCBO social responsibility programs include:

• Advertising campaigns such as Deflate the Elephant, which encourage Ontarians to speak up to help prevent friends and guests from drinking and driving by providing an online responsible hosting challenge, tips, tools and resources at www.deflatetheelephant.com
• Staff training to prevent the sale of alcohol to minors and to persons who are intoxicated, e.g. SMAART Training for Staff and Challenge and Refusal Program
• Information campaigns aimed at teenagers, such as Safe Prom, which includes posters, teachers’ educational materials and tips for parents and teens at www.lcbo.com/prom
• LCBO’s longstanding partnership with MADD Canada, which includes fundraising in LCBO stores to support the production and delivery of MADD Canada’s High School Multi-Media Assembly Program. This program will be shown to 500,000 students across Ontario at no cost whatsoever to the schools. Other social responsibility initiatives include television commercial campaigns and the joint development of Talk to Your Kids about Alcohol website aimed at parents of preteens at: www.talktokidsaboutalcohol.ca
• Offering responsible hosting tools such as Responsible Hosting Tips and non-alcoholic Mocktail recipes for all guests to enjoy
• Programs in partnership with other organizations, including the annual Drive Safe campaign in association with the Ontario Association of Chiefs of Police and alcohol and pregnancy awareness in partnership with Best Start
• 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 cash donations or sponsor events, LCBO and its employees are committed to assisting charitable organizations. In 2009, LCBO raised a total of $4.2 million for various charities through special programs and initiatives driven by customers, employees and the LCBO’s province-wide donation box program. This included $3.8 million for 26 provincial and numerous local charities through in-store fundraising. Of this, $1.9 million was for the United Way. Charitable organizations interested in the LCBO’s fundraising programs can learn more about the program and application process by visiting: http://www.lcbo.com/socialresponsibility/worthycauses.shtml.

Q: Where can I find information about responsible hosting?

A: LCBO offers a variety of tips, tools and resources to help hosts plan safe get-togethers. We encourage you to visit www.deflatetheelephant.com to participate in an interactive hosting challenge and download tips and checklists. HOST: LCBO’s guide for responsible entertaining offers hosting tips, myths and facts about alcohol, guidelines on purchasing beverage alcohol for events, and delicious non-alcoholic Mocktail recipies for all guests to enjoy. It also offers links to other useful websites, including MADD Canada’s Being Sued can Ruin a Good Party. 

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: 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. Drinks Ontario, the association representing imported wine, spirits and beer agents, presented Bob Downey, Senior Vice-President of Sales and Marketing, with its Industry Partnership Award in February 2010. In 2009, the Niagara Wine Festival named him the RBC Financial Group‘s Business Citizen of the Year.

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 Broadcast Production Group earned a bronze Telly Award for TV spots created for an Ontario Wine “GoLocal” promotion 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 programs as well as the finest video and film productions.
• LCBO Store Design and 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.
• 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’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.

Q: Has the LCBO conducted customer surveys?

A: Large-scale customer satisfaction surveys show that 83 per cent of our customers rate their overall shopping experience as an eight or higher on a 10-point scale.

A customer Tracking Study is conducted annually and based on in-depth interviews with 2,500 people across Ontario who say they are the primary LCBO customer in their households. In 2009-10, 82 per cent of customers said they find it easy to move around LCBO stores; 78 per cent said the LCBO offers a wide selection of products; and 77 per cent found the staff to be friendly and outgoing.

A monthly Omnibus Survey, known as Project SCORE, asks about 450 randomly-selected LCBO customers across the province to rate their satisfaction with their most recent shopping trip to our stores. In May, 2010, respondents gave LCBO a 76 per cent satisfaction 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 488,000 laboratory tests on more than 21,000 different beverage alcohol products and performs sensory evaluations on 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 Quality Assurance department is internationally recognized. Since 2000, the department has been registered to ISO 9001 and the laboratory has been further accredited with ISO/IEC 17025 certification, a standard specific to testing laboratories. (These are accreditations from 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 2009-2010.