LCBO beer releases for 2009

[GregClow]

The following is a list of LCBO beer promotions/releases planned for 2009, based on information obtained from the LCBO Trade Resources website.

This listing will be kept as up to date as possible, and as more information about each promotion/release is confirmed, they will be spun off into their own discussion thread where applicable. As always with the LCBO, all information is subject to change at any time:

Janurary 2009: Light Beers.
. < 4.0% alc./vol.
. Only premium imported or domestic brands will be considered.
. Only beers with an established parent/core brand will be considered
. Proven track record in other markets.
. Line priced or competitively priced to parent/core brand.

March 2009: Spring Beers - Premium/Specialty Beer Program (discussion thread)
. Products appropriate for the Spring season (i.e. Bock beers) and St. Patrick’s Day will be considered.
. Single serving format preferred (500 ml).
. Proven track record in other markets.
. Renowned or award winning.
. One time purchase only.
. Preference will be given to products under $3.50.


Spring 2009: Ontario Micro Beers
. Liquids with year-round appeal required.
. Strong packaging and marketing support required.
. LCBO exclusivity preferred.
. $2.50 or less for 500ml can or $11.95 for 6 pack bottles or cans

April 2009: Super Premium Beers
. Single serving format preferred (500 ml).
. Some styles considered: lambic, bock, wheat, etc
. Proven track record in other markets or in the LCBO’s Premium Specialty Beer Program.
. Renowned or award winning.
. Must be exclusive to the LCBO.
. Preference will be given to products under $3.50.

April 2009: USA Micro Beers.
. Successful in local market or other markets, or in the LCBO’s Premium Specialty Beer Program.
. Strong packaging and marketing support required.
. Must be exclusive to the LCBO.
. $3.00 or less for 500ml format or $14.50 for 6 pack bottles or cans

April 2009: Canadian Craft Beers.
. Craft Beer from Provinces/Territories across Canada.
. Liquids with year-round appeal required.
. Proven track record in local market or other markets.
. Strong packaging and marketing support required.
. LCBO exclusivity preferred.
. $2.50 or less for 500ml can or $11.95 for 6 pack bottles or cans

May 2009: Ethnic Beers
. From countries not currently represented in the LCBO Beer portfolio
. Must be the top selling product from that country, in the package and format most easily recognized.
. One-time purchase with potential for year round purchase.
. Must be exclusive to the LCBO.
. Competitively priced compared to existing portfolio.

June 2009: Summer Beers (discussion thread)
. Products appropriate for the Summer season (Wheat, Fruit beers, etc) will be considered.
. Single serving format preferred (500 ml).
. Proven track record in other markets.
. Renowned or award winning.
. One time purchase only.
. Preference will be given to products under $3.50.

September 2009: Autumn Ales (discussion thread)
. Products appropriate for Autumn (i.e. Belgian & English styles, Stouts, Porters) will be considered.
. Single serving format preferred (500 ml).
. Proven track record in other markets.
. Renowned or award winning.
. One time purchase only.
. Preference will be given to products under $3.50.

October 2009: Halloween Beers. (discussion thread)
. Strong packaging appeal required.
. Single serving format (500 ml) or larger serving sizes (i.e. mini kegs) preferred.
. Advertising support may be required.
. One time purchase only.
. Must be exclusive to the LCBO.
. $19.95 or less

October 2009: Holiday Gifts - Multi-packs of assorted Beer.
. Product information should be incorporated into the packaging.
. Packs featuring popular, top-selling brands.
. Packs featuring, unique, niche brands, not already carried at the LCBO.
. Products with added merchandise such as glasses and/or other appropriate accessories.
. Unique formats or sizes (magnums, mini kegs) of renowned beer.
. Preference will be given to unique gift packs that offer great value and are exclusive to the LCBO.
. Preference will be given to packs priced under $15.00.

October 2009: Ultra-Premium Beers
. Rare, limited quantity beers from renowned or award-winning breweries.
. Cellarable, collectable beer for the connoisseur.
. May include large-size formats.
. Beers with a "table presence" - suitable for serving over dinner.
. Beers with special packaging (i.e. specially designed box) preferred.
. Promotional support may be required.
. One time purchase only.
. Must be exclusive to LCBO.

December 2009: Winter Warmers (discussion thread)
. Products appropriate for Winter (i.e. Imperial Stouts, Barley Wine, Old Ale, Spiced & Strong Ale) will be considered.
. Single serving format preferred (500 ml).
. Proven track record in other markets.
. Renowned or award winning.
. One time purchase only.
. Preference will be given to products under $3.50.

various dates: Beers To Share
. Products with “table presence” -- appropriate for serving to family and friends over dinner.
. May include tasting packs, large-sized formats and specially decorated mini-kegs.
. Promotional support may be required.
. One time purchase only.
. Must be exclusive to the LCBO.
. Preference will be given to items $19.95 or less.

various dates: Organic Beers.
. Products made with organic ingredients or organic processes or both.
. Certification required and must be submitted with Product Review Application.
. Proven track record in other markets or in the LCBO’s Premium/Specialty Beer Program.
. Must be exclusive to the LCBO.
. 1 or 2 purchases will be made.
. Competitively priced compared to existing portfolio.

various dates: Gluten/Wheat Free Beers.
. Products made without barley or wheat.
. Proven track record in other markets.
. Single serving format preferred (500ml).
. Must be exclusive to the LCBO.
. 1 or 2 purchases will be made.
. Competitively priced compared to existing portfolio.

[northyorksammy]

does any other large buyer have similar checklists, and do these checklists not discourage microbreweries from participating? Does this checklist encourage mediocity. Why must a big seller, being no. 1 have to be so key, when we know its advertising and promotion driven?

[JerCraigs]

April 2009: Canadian Craft Beers.
. Craft Beer from Provinces/Territories across Canada.
. Liquids with year-round appeal required.
. Proven track record in local market or other markets.
. Strong packaging and marketing support required.
. LCBO exclusivity preferred.
. $2.50 or less for 500ml can or $11.95 for 6 pack bottles or cans

How likely is it that out of province brewers are going to be able meet that requirement? If the intention is to promote some OCBA producs thats great, but that seems like a low price point for say getting something in from one of the coasts since the transportation costs will add to the price.[/i]

[GregClow]

How likely is it that out of province brewers are going to be able meet that requirement? If the intention is to promote some OCBA producs thats great, but that seems like a low price point for say getting something in from one of the coasts since the transportation costs will add to the price.

My understanding is that the LCBO will often consolidate all of their ordered products from a particular area into a single shipment, at least in the case of areas where they get a lot of products from. So transportation costs probably won't be a big issue.

Also, I believe that at least some of the price ranges are just recommended, not hard and fast rules. Note for example that the Winter Warmers release says "Preference will be given to products under $3.50", but it always features Fuller's Vintage which was over 7 bucks this past year IIRC.

[grub]

Spring 2009: Ontario Micro Beers
. Liquids with year-round appeal required.

as opposed to all those non-liquid micros we usually get?!?

[GregClow]

Spring 2009: Ontario Micro Beers
. Liquids with year-round appeal required.

as opposed to all those non-liquid micros we usually get?!?

Sorry, man - I already used that joke last year.

[Magni]

I realize that it's only guidelines but with the increase in hop and wheat prices I find it hard to believe that we are going to get many decent local craft beers.

[Cass]

As Peter mentioned in his email today the Spring '09 release will have Rogue's Kells Lager and Brutal Bitter.

[Derek]

How likely is it that out of province brewers are going to be able meet that requirement? If the intention is to promote some OCBA producs thats great, but that seems like a low price point for say getting something in from one of the coasts since the transportation costs will add to the price.

My understanding is that the LCBO will often consolidate all of their ordered products from a particular area into a single shipment, at least in the case of areas where they get a lot of products from. So transportation costs probably won't be a big issue.

Actually Quidi Vidi supposedly pulled out of Ontario because the LCBO transportation fees were too high. It was actually cheaper for them to ship to Alberta!

Hopefully the LCBO doesn't hold the brewers to that price point, I'd really like to see some more Canadian Craft!

We probably should've contacted all of the breweries we'd like to see here. I doubt many of them even know the LCBO is interested.

[Bobsy]

There's also a new call out for ultra-premium beers to arrive in October. One encouraging sign about is is that it calls for "cellarable, collectible beer for the connosieur". Its interesting that they also call for beers with "table presence" that can be served with dinner. I'm presuming caged and corked would work quite well here, but I'm not sure what the agents have in their portfolios that would fit this.

http://www.lcbotrade.com/pdf/BRTDA%2020 ... (Beer).pdf

[detritus]

There's also a new call out for ultra-premium beers to arrive in October. One encouraging sign about is is that it calls for "cellarable, collectible beer for the connosieur". Its interesting that they also call for beers with "table presence" that can be served with dinner. I'm presuming caged and corked would work quite well here, but I'm not sure what the agents have in their portfolios that would fit this.

http://www.lcbotrade.com/pdf/BRTDA%2020 ... (Beer).pdf

That call is just dying to be answered with some real gueuze/lambic.

Of course, it'll never happen, but it's always nice to hope.

-Josh

[nickelass]

Anyone know any of the beers coming out for 2009 yet?

[GregClow]

Bobsy - thanks for the tip, I've added that release to the original post.

nickelass - I'm hoping to have more details on the next couple of releases soon.

[nickelass]

Bobsy - thanks for the tip, I've added that release to the original post.

nickelass - I'm hoping to have more details on the next couple of releases soon.

Thanks Greg!

[esprit]

I hope you all realize that every call includes a requirment for full LCBO carton compliance...ain't going to happen and their request is tongue in cheek. They can't expect to receive submissions in this category if they expect full LCBO carton compliance. Half of the products on the general list do not comply...do they expect small one shots to comply? They're talking out of both sides of their face...we're a retailer of craft beers...we demand compliance on the level of Corona when it comes to packaging.