Frequently Asked Questions

Yes, Grocery Store and Convenience Store licensees can use a variety of methods to announce the sale of beverage alcohol in their store.

For example, a store may put up a sign or create an advertisement stating, “Now available: a wide selection of beers, wines, ciders, and ready-to-drink cocktails.”

Yes, you can advertise the brands of beverage alcohol that are available for sale in your store. However, you may not request, demand or receive monetary or non-monetary benefits from a beverage alcohol manufacturer for advertising specific brands.

For example, a store might feature an advertisement that states “New summer flavors from XYZ manufacturer, now in stock!”  or “We are pleased to offer X Brand of RTD for sale!”

Yes, you are permitted to mention manufacturers' names or brand names in your advertising.

Yes, Grocery Store and Convenience Store licensees may advertise the prices of beverage alcohol sold at their store, subject to the requirements and restrictions outlined in the LLCA, its regulations and the AGCO Standards.

For example, a store may advertise the price of beverage alcohol in its flyers displaying the beverage alcohol product and its price. However, it is not permissible to advertise the sale of a beer product next to the image of a speeding car, which would fall under the restrictions of the AGCO Standards on depicting beverage alcohol with motorized vehicles. 

Yes, limited-time promotions can be advertised for a specific brand of beverage alcohol, subject to minimum pricing requirements under the LLCA's Minimum Pricing Regulation. Until September 5, 2024, limited-time promotions will also be subject to the LCBO's uniform pricing requirements.  

Yes, cross promotion of beverage alcohol with non-beverage alcohol products is permitted in your store. However, you would not be able to advertise an offer that would require the customer to buy the pack of beer to receive, for example, a free bag of nachos or discounted price on snacks. Licensees cannot display in their store, for the purpose of cross-promotion with beverage alcohol, energy drinks or products that promote the immoderate consumption of beverage alcohol in close proximity to beverage alcohol.  

Yes, if a non-alcoholic beer product has an alcohol by volume of 0.5 of 1% or an alcohol by weight of 0.4 of 1% or less, LLCA requirements would not apply and the products and related merchandise can be advertised, subject to any other applicable advertising requirements.

Not yet.  Currently, you are not permitted to advertise the use of benefits from loyalty and rewards programs (such as coupons, tickets, points, and rewards) for the full or partial payment of beverage alcohol products until September 5, 2024.  

No. Under the AGCO Standards, you cannot place advertisements regarding beverage alcohol in media that is targeted specifically to persons under the legal drinking age.

Yes. The use of social media is permissible for advertising beverage alcohol products that you are selling in your store. You must ensure that the advertisement is not placed on media platforms that is targeted specifically at persons under the legal drinking age, and you must ensure that the advertisement adheres to the requirements in the AGCO Standards. A potential practice to comply is to advertise on sites or pages that restrict access based on a user's age.

Yes, signage can be used in your store to advertise beverage alcohol or indicate the sale of beverage alcohol as well as the price. Signage is subject to the requirements and restrictions outlined in the LLCA, its regulations and the AGCO Standards.

No.  While you can enter into an agreement with a third-party marketing agency for a television that plays advertisements, beverage alcohol advertising would not be permitted on the television since you would be receiving an indirect financial benefit from playing their advertising.

No. You cannot accept free posters from beverage alcohol manufacturers, as these items are non-monetary benefits which are prohibited under regulation.

No. You cannot request, demand or receive a financial or non-monetary benefit from beverage alcohol manufacturers, such as items which can benefit your business but are not targeted to customers. Examples of such items include, but are not limited to:

• Furniture;
• Lighting;
• Refrigeration equipment, including coolers;
• Staff uniforms; and,
• Renovations to premises.

Yes, you may use any equipment, including equipment with branding, if you have purchased it yourself. Remember that if you purchase equipment from a beverage alcohol manufacturer you are forbidden from directly or indirectly requesting, demanding or receiving a monetary or non-monetary benefit from a beverage alcohol manufacturer.  You cannot enter into an agreement with or request, demand or receive a benefit from a beverage alcohol manufacturer in exchange for exclusively stocking their products in a fridge / cooler with their branding on it.