LCBO – What is their Marketing Objective?

If you drink alcohol in any form then there is a good chance that you know there is only one major supplier in Ontario where you can purchase booze. Wine and beer have other outlet options but spirits can only be legally purchased at a LCBO outlet. To confuse matters, our government regularly reminds us of the evils of drinking by implementing programs such as RIDE or telling us that alcohol can seriously damage a child in its mother’s womb. So why is the LCBO spending profits (tax revenues) enticing us to buy alcohol?

On the one hand the government spends a great deal of money and effort reminding us of the evils of drinking alcohol and the tremendous load that alcoholism puts of the medical system, and on the other hand they constantly remind us that we should get our booze from them. At this time of the year in particular we have been bombarded by advertisements on the radio, newspapers, and magazines, that we should do our Christmas shopping at the LCBO.

So which is it?

a) Alcohol is bad so don’t drink.

b) Alcohol is OK so buy it from us.

Both messages are promoted by the Provincial government at the same time. Kind of sucking and blowing at the same time if you ask me.

The bottom line is the LCBO has a corporate mandate to push alcohol on us the public. This in turn generates those much demanded tax revenues, which are then used to fund a health care system to fight alcoholism and the related societal damage. Seems like more of a job creation program rather than a responsible attempt to reduce the impact of alcoholism. A well run Provincial government would wean itself from the alcohol tax dependence and stop sending the mixed message out to the population.

The LCBO should immediately stop all forms  of advertising and send those additional funds to the Province. We all know where we need to go to get our fix so the LCBO advertising is a complete and hypocritical waste of funds. Stop advertising, don’t promote the sale of alcohol, and don’t influence young people to buy booze. Peer pressure is tough enough without the additional support from the LCBO.

This is what The Parkdale Party would do.


About Walter Widla

Walter Widla, well-known bon vivant and political gadfly, is the campaign strategiest behind The Parkdale Party — a grassroots organization to move the management of the Province down to the Riding level as opposed to the current system of entrenched political party ideologies that only work for the vocal minority.


  1. Angila10 says:

    Pedicab Boston
    I am extremely impressed thanks for sharing all information through LCBO. It is a great post for the people to get the proper information.

  2. As soon as LCBO stopped advertising the right wing privateers would be out barking that LCBO should be privatized so that it could be run "like a business" (which is what the province is trying to do now).