Are you a new brand eager to establish your presence in the world of spirits and beverages in Ontario? Collaborating with the Liquor Control Board of Ontario (LCBO) can be a game-changing opportunity. In this blog post, we'll explore essential insights for new brands looking to navigate the LCBO landscape successfully.

1. Building Strong Store-Level Relationships

Building strong relationships at the store level is paramount when working with the LCBO. LCBO stores have the discretion to list or delist products, making it crucial to establish positive connections with store managers and staff. Take the time to get acquainted with the individuals at the stores where your products are available. Being responsive to their feedback and addressing their requests can significantly enhance your brand's prospects.

2. Investing in In-Store Support Programs

To excel in the competitive alcoholic beverages market, investing in in-store support programs is key. These programs include initiatives such as tastings, limited-time offers (LTOs), and other promotional activities. Successful SKUs often benefit from robust in-store support programs. Ensure you apply for these programs through the LCBO's designated channels and meet the application deadlines.

3. Meeting the $2,000 Sales Target

The LCBO has established a clear sales target for products participating in the Ontario Small Distillers program. Your goal is to achieve average sales exceeding $2,000 per store by the end of Year One. This target is critical because products falling short of this quota may face delisting. To ensure your brand's products remain on LCBO shelves, focus on strategies that drive sales, such as effective marketing, competitive pricing, and promotional activities.

4. Prioritizing Quality Assurance

Consistency is paramount when collaborating with the LCBO. All products must undergo an annual Quality Assurance review, encompassing packaging and liquid quality. Any alterations to packaging or liquid content necessitate a fresh Quality Assurance review and must be communicated to the Category Team. Upholding high-quality standards is vital to meet LCBO expectations.

5. Exploring Agent Representation

As your brand's distribution expands, it may be advantageous to explore the option of hiring an agent to represent your brand's SKUs. While not a mandatory step, it can be a strategic move. Agents can navigate industry complexities, facilitate relationship-building, and ensure your products receive optimal representation in the market.

In conclusion, collaborating with the LCBO offers tremendous opportunities for new brands looking to establish a presence in the Ontario market. By focusing on building store-level relationships, investing in in-store support programs, meeting the $2,000 sales target, prioritizing quality assurance, and considering agent representation, you can position your brand for success in this competitive industry. Remember, it's not just about the product; it's also about the relationships and strategies you build along the way. Cheers to your brand's success in the LCBO market!