Summerhill LCBO

[Cass]

Anybody been yet?

LCBO Summerhill, Canada's largest liquor store, re-opens in historic North Toronto Station

TORONTO, Feb. 4 /CNW/ - With the raising of a symbolic railway
crossing barrier, Consumer and Business Services Minister Tim Hudak today
officially re-opened the upgraded and expanded LCBO Summerhill store, Canada's
largest liquor outlet, in the restored North Toronto Station. The event marked
the rebirth of the historic building on Yonge Street south of Summerhill
Avenue, which operated as a Canadian Pacific Railway station from 1916 to
1930.
"People once embarked here for train trips to communities across Ontario.
Now shoppers will take a different kind of journey - a journey of discovery of
the world of beverage alcohol, including the fine wines, beers and spirits of
Ontario, with informative displays and LCBO staff as their guides," said
Minister Hudak. "This one-of-a-kind store offers an unparalleled shopping
experience that reflects the interests and tastes of this sophisticated and
knowledgeable market in the heart of Toronto."
Andrew S. Brandt, LCBO Chair and CEO, Mitchell Cohen, Vice President,
Equifund Corporation, developer of the building, and Toronto-Centre-Rosedale
Councillor Kyle Rae, were also present for the re-opening.
"This store is a tasteful blend of new and old, a modern, innovative LCBO
store developed in step with the restoration of a historic building," said
Brandt, who has overseen the transformation of the LCBO in the past 12 years.
"Stores like this are a sound investment. They have helped the LCBO to deliver
seven consecutive record transfer dividends to the province, with an eighth
all-time high $975 million dividend projected for fiscal 2002-03."
On entering the 31,000 square-foot LCBO Summerhill store from the south,
customers are greeted by the majestic cathedral ceiling, marble walls and
original brass ticket wickets of the old railway station. Combining
contemporary design and décor with innovative displays, the store's 21,000
square-foot shopping area offers more than 5,000 wines, spirits and beers,
including a VINTAGES area that can carry up to 2,200 premium products. There's
also a demonstration kitchen for wine appreciation courses, tutored tastings
and cooking presentations, as well as a separate premium tasting room and five
tasting stations. All tasting areas have trained staff to provide customers
with opportunities to responsibly sample products and enhance their beverage
alcohol knowledge.
"The ongoing transformation of the LCBO is truly remarkable," said Diane
J. Brisebois, President and CEO of Retail Council of Canada. "The once
traditional LCBO has become a most inviting and informative place to shop. The
Summerhill store is further proof the LCBO has become the leader in its field
and that it is meeting and more often exceeding the expectations of its
customers."
Prominent among the store's many displays is a large Ontario wine section
that offers the complete range of more than 400 Ontario wines carried by the
LCBO, including a large Vintner's Quality Alliance (VQA) area, Ontario Icewine
section and Ontario Craft Winery display.
"It's exciting to have such a showcase for Ontario wines in the midst of
Canada's biggest wine buying market," said Linda Franklin, President, Wine
Council of Ontario. "This new store, which offers the LCBO's complete range of
Ontario wines, exemplifies how the LCBO is working with our wine industry and
government to raise consumer awareness and appreciation of Ontario's world-
class wines."
Among the store's many other features is a large chilled beer and cooler
section that will carry up to 486 domestic and imported brands, an extensive
gift centre offering the LCBO's complete range of beverage alcohol gift
packages, and mixed drink displays showcasing popular cocktails and their
ingredients.
"Consumers are much more knowledgeable and adventurous when shopping for
beverage alcohol than they were five or 10 years ago and this store reflects
those changing expectations," noted Brandt. "At the same time, research shows
many consumers want to learn more about our products. They want us to take the
risk out of their purchases, especially premium products, by providing them
with information and tastings to help them make an informed decision."
The store's highly-trained, knowledgeable staff includes eight resident
product consultants who offer expert guidance to consumers and bars and
restaurants on LCBO products, menu and party planning, wine lists, stocking a
bar or wine cellar, and food and beverage matching. In keeping with standard
LCBO practice, all store staff have received extensive responsible service
training.
"The LCBO has evolved to become an innovative, customer-focused retailer
and a leader in promoting social responsibility," noted Minster Hudak.
"Today's LCBO stores provide good service and promote enjoyment in moderation
by emphasizing food and beverage matching and responsible entertaining. LCBO
staff also take their mandate to ensure customers are served responsibly very
seriously."
"To bring a historic building like the North Toronto Station back to life
is a dream come true for a developer," said Cohen. "With the help of the LCBO
and its commitment and dedication to this project, an important part of
Toronto's heritage will now continue as a cherished landmark and a major
shopping destination for many of its citizens."
The LCBO Summerhill store will operate from 9:00 a.m. to 11:00 p.m.
Monday to Saturday and 11:00 a.m. to 6:00 p.m. on Sundays.


BACKGROUNDER: UPGRADED LCBO SUMMERHILL STORE

The 31,000 square-foot, upgraded and expanded LCBO Summerhill store in
the historic North Toronto Station at 10 Scrivener Square on Yonge Street
south of Summerhill Avenue combines the LCBO's full-range of products and
services in a modern, relaxed shopping environment that is convenient,
informative and entertaining. The store's many features and services include:

- 21,000 square-feet of shopping area;
- full range of LCBO products, more than 5,000 in total, many available
chilled;
- an extensive VINTAGES fine wine and premium spirits area that can offer
up to 2,200 products, including fine Ontario wines;
- a large Ontario wine section, including Vintners Quality Alliance (VQA)
area and Ontario Craft Winery display, offering the complete range of
Ontario wines carried by the LCBO;
- a demonstration kitchen for wine appreciation sessions, tutored
tastings and cooking presentations;
- a premium tasting room and five tasting stations;
- a gift centre offering a full range of beverage alcohol gift packages,
a "gift of the month" display and free gift wrapping;
- a premium spirits section with fine Canadian whiskies and other premium
distilled products;
- mixed drink displays featuring popular cocktails and their ingredients;
- a large chilled beer and cooler section that will carry up to 486
domestic and imported brands;
- music listening stations for CDs recommended for entertaining in the
LCBO's free customer magazine, FOOD & DRINK.

All LCBO Summerhill store staff have received product knowledge training.
Eight resident product consultants also provide expert guidance to consumers
and licensees on LCBO products, menu and party planning, wine lists, stocking
a bar or wine cellar, and food and beverage matching. Staff have also been
trained in responsible service. Last year, LCBO employees checked 1.2 million
individuals under the LCBO's Challenge and Refusal program and refused service
to more than 76,000 for failing to produce valid proof of age or appearing to
be intoxicated.
A $3 billion provincial government enterprise, the LCBO has 597 retail
stores and employs some 6,000 people, including part-time staff. The LCBO has
won some 35 major retailing awards, including Innovative Retailer of the Year
and Socially Responsible Retailer of the Year in the Retail Council of
Canada's large store category. The LCBO was also awarded the 2000 Outstanding
Business Achievement Award from the Ontario Chamber of Commerce and the 2002
Canadian Marketing Association's Director's Choice Award for "exemplary
leadership and success in using modern integrated marketing techniques".
In fiscal 2001-2002, in part due to the ongoing upgrading of its retail
network, the LCBO transferred a record $905 million dividend, in addition to
$275 million in provincial sales tax, to the Ontario treasury. The LCBO also
remitted more than $373 million in federal and municipal taxes. These revenues
support a wide range of important government social programs, services and
capital projects.

-30-

[DougShoemaker]

Yes,
I went in on my way home. It is very impressive, but it needs many more new beers for all of us to try.

Cheers, Doug

[esprit]

I happened to have met with the LCBO buyer this week with one of my suppliers and I can tell you guys not to hold your breath waiting for a lot of new products!

[doublefist]

Went in this morning. Picked up some Samuel Smith Oatmeal Stout and some Rouge Wild Irish.

The store itself was nice, but then again it's only a day old. And what is with the huge mountain of Corona?

<font size=-1>[ This Message was edited by: doublefist on 2003-02-05 15:27 ]</font>

[DukeofYork = Richard]

I saw someone carrying a 12 of Corona down the street in the cold today.... "man," I thought "it's not worth the effort - not to mention the fact that Corona IS A SUMMER BEER!" Then again, I suppose I enjoy a Stonehammer now and then in the winter.

But what can you do?

[Tar Bowel]

As for Beer I beleive in positive and negative reinforcement.

Instead of Mr/Ms Corona walking past you unkowing of her mistake, you should of quite easily spat in their face, called them a nasty swear and recomended something like an Oatmeal stout, or say the Robust porter.

If someone has chosen a correct beer for the season I always say "Oh nice, that is an impeccable beer" followed by a slight embrace.

I checked out summerhill today, as I didn't have the attention span to read all of what Cass wrote and figured it'd be quicker if I checked it out myself.

So it's big, full of new staff and bewildered yuppies. I take a breath and follow the "Beer" arrow as it leads me to the ancient lost LCBO beer Mecca.

Yep, Yep, Yep, Yep........All the beer I know exists already in fridges and on floors. I was so let down I nearly grabbed a Crest strong (Have these beers ever been mentioned on this site?) and a FO-TY of Colt .45 (It works every time?) out to the dumpster out back to forget my sorrows/

But wait! Say some Mac Auslin Vintage Ale. Yippie, been looking for more of that.. Oh and look that Van Steemberge mix pack with Piraat (Best label EVER) and Gulden Draak (ooh if I could only somehow make love to it.)

So all asides aside, my experience was good for some hard to find beer scores. They have everything, from anywhere(In ON) and more.

On my way out a lovely lady saw the beer I was carrying, and gave me a hug.

Is it possible for one LCBO to get beers that aren't available to others? I'd like to see more Rogue and interesting imports.
-Cheers there.

<font size=-1>[ This Message was edited by: Tar Bowel on 2003-02-06 00:14 ]</font>

[GregClow]

Sheryl and I hit Summerhill today. If we were wine people, we probably would've been squealing with delight - even though we don't drink wine, we were still mightily impressed with the selection.

I spent a little while drooling in the whisky room, and we were happy to see that the wine tasting room includes a few beers (several Unibroue, Chimay and one or two others) that can be sampled for 50 cents a pop.

As for the beer room, it's really nice to see pretty much the entire LCBO beer selection in one place, but it would be nicer if that selection was broader and more varied, and if the entrance to the room didn't feature the moutain of Corona that someone else has already mentioned. I did see a couple of interesting looking things that I haven't tried, but since we were already loaded down with bags from other stops, all I grabbed was a bottle of Trafalgar Celebration Ale. I'll probably head back up there soon for a couple other things.


Greg

<font size=-1>[ This Message was edited by: GregClow on 2003-02-09 17:00 ]</font>

[Rubaiyat]

TarBowel -- Piraat and Gulden Draak are available (tho not for much longer ...) by the case from us directly, if you are interested ....

cheers, paul

[Josh Oakes]

I went to Summerhill myself this weekend and the emporer is walking around butt naked again. They've got the every brand in two or three different places to confuse people into thinking that there's an impressive selection. I still don't understand what the problem is bringing in small quantities for the few specialty stores that would sell it. The LCBO has the power to amend their own rules.

But this is what the LCBO has been doing the past few years - putting the same old crap in a shiny new box and dazzling all the idiots. Serious beer lovers, serious wine lovers, serious whisky lovers - they're not fooling us.

I wish they'd stop pissing my tax dollars up the wall on fancy new stores and start servicing the needs of all their constituents.

[Tar Bowel]

Paul, Piraat and the Draakmeister by the case!
I was hoping to get a case of Crest and a case of Colt .45. (Snicker snicker)

Sounds great. What's the price point, and do you have any other magical beers up that sleeve of yours?

Cheers