LCBO report details Ontario-made beverage sales and local industry programs

The Liquor Control Board of Ontario (LCBO) published its first Local Industry Insights Report on October 23, looking back at fiscal 2025–26 product trends and the agency’s programs for Ontario producers. The LCBO says 5,200 Ontario-made beverages generated C$3.07 billion in wholesale and retail sales, more than 20 per cent above the prior year. These are figures reported by the retailer in its own release, not independently audited market-wide estimates.

The report also counts 1,885 Ontario craft product listings in LCBO retail, a 19 per cent increase across wine, beer, cider, ready-to-drink beverages and spirits. More than 2,750 LCBO retail employees completed local-product education and training, which the agency says was 57 per cent higher year over year. Stores hosted more than 3,350 complimentary tastings of local products. The announcement does not explain whether listings represent unique producers or products available throughout the entire fiscal year.

LCBO described its online Eh List as a curation of Ontario- and Canadian-made products. It said the promotion generated an estimated 23 million impressions and nearly C$6.5 million in net sales through an accompanying Aeroplan promotion. Impressions are a measure of exposure, not confirmed unique people or purchases. The release does not provide the campaign’s cost, a comparison group, or evidence that all reported sales resulted from the promotion.

Sales of Ontario products through grocery and convenience channels reached more than C$1.06 billion across over 6,000 new points of sale, according to LCBO. The agency said most sales were delivered directly by producers. The release does not define the exact date range for the channel total in the announcement text or break out sales by product type, geography, or retailer. The headline figures therefore describe reported activity, not a full account of industry revenue.

The report includes findings from consumer research conducted by Ipsos in July 2026. LCBO says 86 per cent of respondents had purchased Ontario-made products during the previous year and 41 per cent increased purchases of Ontario-produced beverages during that period. Among people who reported buying Ontario products, about eight in ten cited support for local businesses or the Canadian economy. Taste and quality also remained relevant considerations.

On discovery and retail choice, 70 per cent said they discover Ontario-made beverages at LCBO. In the survey, 83 per cent agreed LCBO offered a strong selection of Ontario products and 75 per cent said those products were easy to find. The release does not state the sample size, field dates beyond July, weighting, margin of error, or exact question wording. Those survey percentages should be read as the agency’s summary of commissioned research, not a census of all Ontarians.