The LCBO Launches Campaign to Promote Ontario Alcohol Industry
The LCBO is embarking on a new province-wide initiative called the “We’re All In on Ontario” campaign, aimed at championing locally-made wine, beer, cider, and spirits. This strategic move comes amidst a brewing trade conflict between Canada and the U.S., significantly impacting the choices available to consumers at stores.
Running until mid-October, this campaign will showcase over 4,600 Ontario-produced beverages prominently in stores and online. With enhanced displays, tasting opportunities, and a stronger emphasis on “Buy Ontario” branding, the focus is on highlighting and supporting local products.
To assist customers in navigating the diverse array of local options, product consultants are undergoing specialized training to recommend top picks and introduce new selections from small-scale producers, creating a more personalized shopping experience.
As the trade dispute continues, Ontario’s alcohol industry faces challenges. Premier Doug Ford’s government has upheld a ban on U.S. alcohol in LCBO stores since early 2025 as a retaliatory measure, a decision tied to ongoing trade tensions. Meanwhile, the U.S. is set to halt Canadian alcohol imports on September 29, jeopardizing billions in exports and numerous jobs in Ontario’s distilling and bottling sectors.
In response to this uncertain climate, the LCBO’s campaign strengthens its commitment to domestic production. Over the past year, they have added hundreds of new Ontario VQA wines, craft beers, and spirits to their offerings, demonstrating a clear focus on supporting local producers and boosting the provincial economy.
LCBO’s interim CEO, Aaron Campbell, emphasized that this initiative aims to simplify the process of choosing local products while standing behind Ontario producers during a challenging period in international trade relations.
