LCBO wishes Ontario a Merry Moderation and Happy Hydration  with festive social responsibility campaigns

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LCBO and Diageo collaborate to deliver holiday-themed responsible consumption campaign

Partnership with FLOW Water continues to promote hydration to in-store customers

November 26, 2019    

Beginning today, the LCBO is ringing in the holidays with its valued partners that share its commitment to social responsibility. Merry Moderation, in partnership with Diageo, encourages moderation and informed consumption through a series of festive holiday reminders to make smart choices while celebrating this season. During select December weekends, free LCBO x FLOW Water will be available to customers at various stores to further promote hydrating while celebrating with friends and family.   

Merry Moderation, a festive and empowering co-branded campaign with Diageo, brings consumers holiday-themed reminders to say no-no-no to top-ups or to not let the holidays have too much spirit. The campaign leverages Diageo’s extensive DRINKiQ resources to encourage responsible consumption through online, social, and out-of-home content. Merry Moderation directs consumers to Diageo’s interactive DRINKiQ quiz, which tests users alcohol knowledge while reminding them of key alcohol facts to ensure they enjoy the holiday season. The Merry Moderation campaign runs until January 5, 2020.

“The holidays can be a busy time of year for our customers and the Merry Moderation campaign is perfectly suited to deliver memorable, festive reminders to enjoy responsibly,” said George Soleas, President & CEO, LCBO. “We are happy to celebrate the season with Diageo on a campaign that is a true testament to what we can accomplish with our partners that share our values and commitment to social responsibility.”

Merry Moderation is promoted through co-branded content on, LCBO’s social media channels, and an out-of-home campaign in over a dozen markets across Ontario. Upon completing the quiz, users are directed to Diageo’s full DRINKiQ website where holiday hosts and party guests alike can find even more information on alcohol, its effects, how it is measured, and how many calories are in common drinks through the Drink Calculator.

“At Diageo we are very excited to partner with LCBO and together promote moderation and responsible celebrations during the holidays,” said Mark Schulte, Acting General Manager Canada, Diageo North America. “We are confident that with this campaign and our DRINKiQ resources, consumers will have the information they need to make positive choices about drinking and enjoy themselves responsibly.”

To further remind customers to stay hydrated while celebrating this holiday season, the LCBO is once again partnering with FLOW Water. At various LCBO locations during the weekends of December 13th and 20th, as well as on December 30th, the LCBO is giving away LCBO x FLOW Water to customers. The co-branded packages remind customers to take breaks to hydrate and practice moderation.  

The Merry Moderation campaign and LCBO x FLOW Water creative was designed by LG2 Toronto. Merry Moderation was executed by LCBO’s in-house Corporate Social Responsibility and Marketing teams with PhD managing media buying and paid social media.

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About the LCBO

Established in 1927 and as a crown corporation accountable to the Ontario Ministry of Finance, The LCBO (Liquor Control Board of Ontario) has a mission of being a best-in-class, customer-first, responsible retailer and wholesaler, supporting local communities and delivering value to Ontarians. As one of the world’s largest buyers and retailers of beverage alcohol, the LCBO operates 670 retail stores, e- and m-Commerce platforms, and services LCBO Convenience Outlets and authorized grocers, bringing more than 26,000 products from more than 80 countries annually to consumers and licensed establishments. In Fiscal Year 2017-18, the LCBO transferred $2.12 billion in dividends to the Ontario government which support public services such as health care, education, and infrastructure and raised $11.4 million in charitable donations.


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LCBO Press Office