BACKGROUNDER: SUMMERHILL GROWLER STATION, 10 SCRIVENER SQUARE, TORONTO, ONTARIO
September 17, 2015
● LCBO’s first growler station opened on Thursday, September 17, 2015 at the Summerhill LCBO, 10 Scrivener Square, Toronto, Ontario.
● Growlers are reusable glass containers that hold 1.89 litres of freshly-dispensed beer straight from the keg.
● The growler station will exclusively feature three different Ontario craft beers that are not available in any other format. The selection will be refreshed and rotated to keep the offerings appealing and dynamic.
● To enhance the LCBO craft beer experience, consumers can sample the featured brands before purchasing for a nominal fee of 50 cents. Tastings are limited to two per customer.
● A growler-fill is available for $12, $14 or $16 depending on the style of beer (plus $5 for growler).
● Used growlers can be returned to the Summerhill LCBO for a $5 refund or exchanged for a fresh growler.
● The store’s existing beer section will continue to carry conventional beer, but the majority of craft beer will move to the new section. Summerhill LCBO offers its customers a wide selection of Canadian, U.S. and international craft beers – some 250 in total, including 169 from Ontario.
● The LCBO has long been a supporter of Ontario craft beer and carries craft beer products from approximately 70 Ontario craft breweries.
● This fall, LCBO will be launching designated craft beer zones in 25 LCBO stores across the province – an initiative endorsed by the Ontario government. This enhanced display will bring all craft beers together in one exclusive area, many complete with walk-in cold rooms.
● In fiscal 2014-15 the sales of Ontario craft beer grew to $68.3 million, up nearly 36 per cent over the previous year’s $50.2 million. Driven by growth from both established and new breweries, Ontario craft beer is the fastest growing beer category at LCBO.
● To better serve our customers, LCBO has more than 200 beer ambassadors, who are specially trained through educational programs.
● LCBO’s annual Taste Local campaign, which runs until October 10, 2015, celebrates all things local, including wine, craft beer and spirits.
● The LCBO’s 653-store network also includes 20 Our Wine Country Ontario boutiques, which focus exclusively on Ontario VQA wine, and include hard-to-find products from smaller producers. All LCBO stores include prominent Ontario wine and craft beer sections.
● Expanding and upgrading the LCBO network with new, modern stores and specialty boutiques improves customer service and product selection and helps the LCBO generate significant annual revenue to fund important government priorities, such as health care, hospitals, education and infrastructure.
● In fiscal 2014-15, LCBO recorded $5.214 billion in sales and delivered its 21st consecutive record dividend to the province of $1.805 billion, excluding taxes.
● The responsible sale of beverage alcohol is a public trust that LCBO takes very seriously. In 2014-15, LCBO employees challenged 13.5 million customers. Out of that, 439,000 were refused service; 88 per cent for reasons of age.