How in-store advice improves your shopping experience

Shopping at an LCBO store should feel exciting, not intimidating. Yet with thousands of wines, beers, ciders, coolers and spirits from our own backyard and around the world, many customers may feel unsure about what to choose, especially when buying for a dinner, celebration, or special occasion.

That’s where an in-store expert can make all the difference. Expertly trained Product Consultants or one of our Ontario Wine Country Ambassadors, Spirit Ambassadors, and Beer & Cider Ambassadors are available to simplify decisions, answer questions, and help customers leave the store feeling confident in their choice—no prior product knowledge required.

How LCBO experts help you choose with confidence

Product Consultants are retail employees with advanced knowledge of wine, beer, cider, and spirits. Many hold industry credentials, including Wine & Spirit Education Trust (WSET) certifications, as well as other accreditations, including Prud’homme, Sommelier and Spirit Ambassador programs.

Product Consultants can help by:

Explaining flavour profiles in plain language

Recommending products for food pairings, gifts, and events

Helping customers explore new styles or regions

Connecting customers to locally produced beverages

Sharing new and seasonal finds

Narrowing thousands of options into a few perfect choices

Every year Product Consultants and Ambassadors visit wineries and breweries in Ontario to learn about production methods, sustainability practices, innovation, and food-pairing principles. The knowledge learned about local producers and their products is taken back to their stores and shared with customers. This helps our shoppers understand what makes a region or style unique and feel comfortable trying something new.

“One of the most rewarding parts is discovering the incredible new wines our local wineries are producing and sharing them with customers. Seeing someone experience and truly enjoy and appreciate an Ontario wine is incredibly fulfilling.”

- Angela, Ontario Wine Ambassador, London

How sensory evaluation improves recommendations

LCBO Product Consultants are trained using sensory evaluation methods, which focus on sight, aroma, taste, and mouthfeel to judge a product’s quality, character, and consistency. Their training involves identifying key characteristics across wine, beer, spirits, coolers, cider, sake, and more. This allows them to compare products objectively and describe flavours clearly to customers. For shoppers, this means advice they can trust based on careful evaluation and hands-on knowledge.

“I try and find out what type of products a customer likes, flavor profiles and if they enjoy having our products with their favourite foods. From there, I recommend a few options that may suit their style. With so many different products on our shelves, I want to make their shopping experience as easy and enjoyable as possible.”

- Jason, Product Consultant, Pickering

The next time you’re in an LCBO store, ask if there is a Product Consultant or Product Ambassador. Let our friendly and expert guidance make your shopping experience easier.