Expert LCBO Representation
Under the leadership of Nick Hirons, Terra Firma Brands is widely respected across industry groups for its expertise in representing world-class wines, craft beers and spirits successfully through the LCBO.
LCBO Representation & Market Access
We represent our clients to the Liquor Control Board of Ontario (LCBO), the largest purchaser of beverage alcohol in the world, which retails to consumers and restaurants.
Terra Firma Brands prides itself on providing our clients the exceptional knowledge and resources to not only get their products on LCBO shelves, but to make sure customers walk out with them.
Getting On The LCBO Shelf
Terra Firma Brands submits proposals through the LCBO New Item Submission System (NISS) for a product to be considered for sale through LCBO retail stores.
- In an average tender there are 1000+ submissions vying for 40 – 50 product slots. Because the LCBO receives significantly more new product submissions than they can merchandise, competition is extensive.
- In each case, the product is evaluated by the respective category manager – considering quality, price, value, packaging and marketing plans – before a decision is made about purchasing.
- Once the LCBO decides to purchase a product, we, as your agents, stay on top of how your products are selling in each market area.
Why TFB for Your LCBO Representation?
We provide disciplined, professional sales and marketing support throughout the process, ensuring each product is positioned for success in the Ontario market. With us, you get:
We have an excellent reputation with the LCBO Retail Team – including the Regional Director, District Managers, Store Managers, and Product Consultants. This enables us to communicate transparently and discuss brand opportunity with directly with the decision makers.
Our team consistently follows the sales performance of each of our brands, including length of time in market and percentage sell-through by the end of the third month.
With over a decade of experience in this business our team are experts in LCBO procedure, ensuring that all deadlines and protocol are adhered to.
We’ll help you navigate all the regulations, including the primary information that must appear on a bottle label (e.g. % alc./vol., country of origin, type, metric size, etc.)
We’ll help you to strategically consider which programs are best for your wine or craft beer brands. More »