Retail Merchandiser - March/April 2017 - 73
LCBO is dedicated to enhancing the in-store
experience for customers in a number of ways.
LIQUOR CONTROL BOARD OF ONTARIO
Cheers to Competition
LCBO develops technology to enhance the customer experience and solidify its position as
the premier destination for alcohol sales in Ontario. BY TIM O'CONNOR
hat's a bar without alcohol? For the
Liquor Control Board of Ontario
(LCBO), it's a demonstration of social responsibility. The organization
opened Bar Zero in November, a pop-up bar in Toronto specializing in zero-percent alcohol cocktails.
"We try to show people having a good time and a
safe time are one and the same," says Keeley Rogers,
LCBO senior communications consultant.
Bar Zero is just the latest in LCBO's 90-year history of responsible stewardship of Ontario's alcohol industry. The organization, which is one of the
world's largest buyers and retailers of alcohol, lessens
its carbon footprint by transporting product on wa-
terways such as the St. Lawrence Seaway, utilizes
lighter-weight, recyclable glass bottles and chemically tests all of the products it sells.
Its responsibility extends to consumer education.
LCBO works with organizations such as Mothers
Against Drunk Driving (MADD) and launched its
own website, www.alwaystakingcare.ca, to promote
moderate consumption and safe drinking practices.
The LCBO's socially responsible practices are tied
to the organization's status as an enterprise of the
government of Ontario, making it effectively owned
by the province's taxpayers. LCBO stems back to
1927 when Ontario was the last southern province to end prohibition and created the LCBO as
George Soleas, CEO