Many events – major and minor – have occurred since the first LCBO stores were opened on June 1, 1927. Here are some:

2008

In 2007-08, LCBO launched its new Five-Year Strategic Plan for 2008-13 with the theme, “Living the Brand,” which serves as LCBO’s strategic blueprint.

Net sales topped $4 billion ($4.27 billion) for the second consecutive year. LCBO also delivered a record $1.4 billion dividend, not including taxes, to the Ontario government. (As of June 2009, these figures were unaudited).

LCBO staff challenged some 2.4 million, people who appeared underage or intoxicated, up 17.5 per cent from 2007-08. Some 149,000 were refused service, an 11 per cent increase, the vast majority for reasons of age.

During this fiscal year, LCBO continued to introduce significant environmental initiatives. In May, plastic bags were phased out in all stores to encourage customers to opt for reusable alternatives. This policy eliminated some 80 million plastic bags. Sales and Marketing also encouraged suppliers to offer more products in lightweight packaging. LCBO’s new Scarborough store marked another environmental initiative, as the first using many Leadership in Energy and Environmental Design (LEED) features, such as energy and potable water reduction.

In September, LCBO partnered with the Ontario wine industry to launch “Go Local,” LCBO’s largest domestic wine promotion to date. Sales grew by 10.4 per cent over the previous year and VINTAGES sales jumped 11.1 per cent. Consumer enthusiasm for Ontario wines was also reflected in year-end numbers indicating a 6.4 per cent sales increase.

In October, vintagesshoponline was launched, offering premium products exclusively to online shoppers in small lots of special interest to collectors.

2007

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 and import duties. When payments to municipalities were added, the total was $2.2 billion.

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.

Considerable progress was made on the LCBO’s environmental program, including support of Bag it Back, the Ontario government’s new deposit return program, in which deposits on purchases made at the LCBO are refunded at The Beer Store when products are returned. More than 250 million beverage alcohol containers were returned in the first year.

The number of products in alternative packaging increased to almost 200, enabling the LCBO to meet its goal of eliminating 10 million kilograms of packaging waste per year – a full two years ahead of schedule.

2006

In 2005-06, LCBO sales were a record $3.6 billion and the dividend paid to government a record $1.2 billion. Including PST, GST, excise taxes, import duties and payments to municipalities, the total was more than $2 billion.

Improvements to the LCBO supply chain resulted in improved inventory management, more frequent product turns and a $100 million reduction in inventory investment while substantially growing sales, and earned the LCBO two Advancement in Supply Chain Awards from the Retail Council of Canada.

2005

Net sales reached $3.5 billion and the annual dividend hit a record $1.115 billion, not including taxes. This was the 10th straight record dividend and the second annual dividend of more than $1 billion.

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 an independent survey company placed the LCBO 15 out of the top 100 companies in Ontario.

2004

LCBO net sales in 2003-2004 reach $3.3 billion and the annual dividend hits a record $1.04 billion – the ninth straight record dividend. The dividend, together with $308 million in PST and $407 million in GST, excise taxes and import duties and payments to municipalities, amounts to $1.8 billion to help pay for important government services and capital projects. In the past nine years sales have grown 73 per cent and the dividend has risen 52 per cent. The LCBO introduces its new Discover the World brand vision, to take customers on a journey of learning and discovery so that informed choices can be made more easily. LCBO receives its highest ratings ever from customer satisfaction surveys with 80 per cent of respondents indicating they are highly satisfied or satisfied with LCBO service. Only one per cent say they are dissatisfied.

2003

Revenues since 1991 have grown to $3.1 billion from $1.8 billion and annual dividend from $675 million to $975 million. Employees challenge 1.1 million would-be customers because they appeared underage or intoxicated or believed second-party purchasers. Nearly 70,000 were refused service, mostly for age-related reasons. The LCBO Summerhill store, the LCBO’s Toronto flagship liquor outlet, opened in February.

2002

The LCBO had a record transfer to the Ontario treasury of a $905 million. The LCBO also collected $270 million in provincial sales tax and $385 million in federal taxes. The Minister of Consumer and Business Services announces an expansion of agency stores, operated in partnership with the LCBO by established retailers in communities without large enough population bases to support regular LCBO or Beer Stores.

2001

The LCBO’s Challenge and Refusal program, under which employees ask potential customers for proof of age, challenges more than one million and refuses service to 80,000. A groundbreaking ceremony marks the beginning of the restoration of Toronto’s Summerhill store in Toronto, housed in a former train station with grand architectural features, including marble walls, a 40 ft. ceiling, brass wickets and a clock tower. It will be the largest store in the LCBO network.

2000

The LCBO launches Welcome Home to Ontario Wine Country, a month-long promotion showcasing 74 wines, including 49 premium Ontario VQA (Vintners Quality Alliance) wines, the most of any LCBO promotion. Some 6,800 LCBO employees take part in Wonderful Ontario Wines – from Vines to Wines, a training program taking employees from all parts of the province on tours of Ontario’s wine regions. LCBO opens a new flagship store in Ottawa at Rideau and King Edward streets. Like the Bayview Village Store in Toronto, it offers the complete range of LCBO products and services, including a separate VINTAGES tasting room. The Ontario Chamber of Commerce honours the LCBO with an Outstanding Business Achievement Award.

1999

LCBO opens Canada’s largest liquor store in the Bayview Village Plaza in Toronto. It has 20,000 sq. ft. of retail space. The store wins Best Layout and Design Award from the Retail Council of Canada. The store also features many other aspects of the “infotainment” the LCBO now offers.

1998

The Retail Council of Canada names LCBO Innovative Retailer of the Year in the large store category for the second year in a row. LCBO adopts a whole branding strategy and begins promoting itself as “The Source for Entertaining Ideas.” LCBO raises $227,000 for Canadian Commonwealth Games athletes during Quest For Glory in-store promotion.

1997

The LCBO wins two awards – “Innovative Retailer of the Year” and “Socially Responsible Retailer” – in the large store category at the national Excellence in Retailing Awards competition of the Retail Council of Canada. The Innovative Retailer of the Year award acknowledges overall industry leadership and innovative approaches to customer and employee relations. The Socially Responsible Retailer award recognizes the LCBO’s efforts in promoting the responsible use of beverage alcohol. LCBO stores allowed to open on Sundays year-round after several successful pilot programs. LCBO opens Bottle-Your-Own (BYO) wine facility at its Crossroads Mall store in Toronto as a pilot project.

1996

The LCBO introduces BYID (Bring Your Identification) photo ID card to make it easier to determine if customers are of legal drinking age. New Check 25 program also encourages LCBO employees to ask anyone who appears 25 years or younger for valid proof of age before they are served. LCBO introduces AIR MILES® Rewards as value-added feature for customers. The LCBO transfers $680 million to the Ontario treasury.

1995

LCBO introduces Limited-Time-Offer (LTO) program, offering price reductions of up to 20 per cent on 40 selected products each month. Financial Post Magazine ranks the LCBO as Canada’s most profitable company. LCBO opens prototype IMAGE store in Toronto’s Manulife Centre. It is first to feature a demonstration kitchen for cooking presentations and product seminars. LCBO opens Chinese mini-store in Markham.

1994

LCBO launches debit/credit card pilot project in selected stores. By 1995, all LCBO stores accept debit/credit card payments. LCBO introduces mandatory three-level product knowledge training program for its retail employees. The VINTAGES Classics Catalogue is launched, allowing consumers to place phone or fax orders for 500 of the world’s premier wines and spirits featured in each edition. Customers rate staff friendliness and helpfulness 9.1 out of 10.

1993

LCBO Shop the World marketing program launched, presenting major in-store thematic promotions throughout the year. Value Added program is introduced allowing suppliers to market products with small add-ons such as miniature bottles and accessories. LCBO free customer publication, LCBO Today, is revamped as FOOD & DRINK, offering more information on food and beverage matching, recipes and responsible hosting tips.

1992

First LCBO mini-store opens in Toronto’s First Canadian Place. Refrigerated displays offering chilled products are introduced in LCBO stores. LCBO introduces tutored tastings in selected stores as customer education feature. LCBO forms illegal alcohol task force with government and enforcement agencies to combat illicit alcohol trade. Computerized inventory and cash register system introduced throughout LCBO store network. Point-of-sale (POS) project installed in virtually all LCBO stores.

1991

LCBO revamps its top 140 performing stores to make them more customer friendly and to portray a consistent new corporate image. New computer system linking all LCBO stores, warehouses and LCBO head office is completed.

1989

A new $1.7 million LCBO Quality Assurance laboratory opens.

1988

Chairman Jack Ackroyd tours the province to convey to employees the changes being brought about by Project ’87, an action program based on recommendations by management consultant firm William Mercer Associates. The focus is to move from a control-based distributor to a customer-focused retailer.

1986

The LCBO unveils a new logo.

1985

The first in-store merchandising program introduced, Durham Logistics Facility opens for business, the first VINTAGES store opens.

1978

The legal drinking age in Ontario increased to 19.

1975

LCBO incorporated as a Crown Corporation.

1972

The first Rare Wines and Spirits store, predecessor to VINTAGES, opens.

1971

40-oz. bottles introduced as well as 80-oz. wine jugs and miniatures.

1971

The legal drinking age in Ontario reduced to 18 from 21.

1969

The first self-serve LCBO store opens at 10 South Station St. (Weston Road and Lawrence Avenue area) in Weston, now part of the City of Toronto.

1968

An LCBO training centre conducts a two-day wine tasting seminar – a first for the LCBO.

1965

Changes made to Liquor Licence Act regulations concerning hours of operation of licensed premises. The closing hours, in effect since wartime beer shortage days, were lifted. Beverage rooms throughout Toronto remained open during the former compulsory closing time of 6:30 p.m. to 8:00 p.m.

1961

Liquor permits required to purchase beverage alcohol are abolished.

1947

The Liquor Licence Board of Ontario (now the Alcohol and Gaming Commission of Ontario) established to grant establishments licences to sell liquor by the glass. The first liquor was sold at the Silver Rail tavern on Yonge Street in Toronto.

1935

Wineries allowed to operate one wine store off premises.

1934

Hotel beverage rooms are licensed under the LCBO to sell beer; dining rooms are licensed to sell wine and beer but no liquor.

1927

The LCBO opens 86 stores, three mail order departments and four warehouses.