This program provides an opportunity for high-volume brands to engage with LCBO customers in our high-traffic engagement aisle. Participation in the program will position your brand at the forefront of the customer’s journey, and includes brand presence in key display space. Block Pile A is allocated to Beer and Block Pile B is allocated to Ready-to-Drink. These displays are meant to live for 4 weeks, but where possible hold for 8 weeks. Block Piles may be brand take-overs or multi-brand opportunities.
This is an Excel Applied Promotional Program. Please apply by completing the Excel Application Form before the deadline.
Engagement:
• Block Pile A: 170 stores total / Block Pile B: 196 stores total
• Refer to the Participating Store Lists linked below for stores and flighting information
Assortment Requirement:
• 2-8 SKUs (per display)
Supplier-produced Merchandisers:
This is a free standing display located near the front of the beer section. A supplierproduced merchandiser (approved by LCBO) may take the place of the standard block pile format (merchandisers will not be used in stores that execute on End Aisles). Please refer to “Supplier-Produced Merchandiser Guidelines” for details.
Digital Advertising Component:
• Products approved for these displays will be included in LCBO’s Meta/Digital Value Flyer Campaigns (click here for more details).
• NOTE: Where displays feature multiple products from a single brand (or multiple brands), the LCBO will select, at their discretion, at least one product from each brand to be featured in the Meta Flyer
These Block Pile Packages, inclusive of all opportunities and non-negotiable, are available for a rate of:
Refer to the Seasonal Overview section for Product Allocations by Period.
*Pricing has been updated for FY25
Document Downloads & Quick Links
Click here for the Participating Store List.
Click here for Supplier Guidelines.