Long assailed as the last bastion of puritanical liquor laws, The Province of Ontario has recently made some bold moves in the other direction. First, it was allowing Beer sales at selected supermarkets. Now, the government liquor monopoly is offering online sales and wider selection…
All this and more – 8,000 labels in total, 500 exclusive to LCBO – can be yours
via the new LCBO online alcohol ordering system, LCBO.com…
Talk about taking a flying leap into the 21st Century! Beer sales at supermarkets was seen as a token move to relax the iron grip of the Big Beer industry on retail sales in Ontario. It hasn’t made much of a splash in the news since it was cautiously phased in a few months ago. Truth to tell, the initiative isn’t widely en0ough based to cause any real change in consumer buying habits.
Now, though, the Liquor Control board of Ontario (still going with that ultra hard-line, puritanical moniker!) has launched online sales of Wine, Spirits and Beer for buyers who can prove they’re of legal drinking age. Checking ID is part of the delivery process.
What can you get?
Approximately 5,000 labels will be available at LCBO.com (800 of those exclusive to LCBO). Delivery is available via pick-up at your local LCBO outlet (in 1 to 4 weeks, with minimum purchase of $50.) or right to your home (within 2-3 days, with a $12. per order fee). I don’t think anyone will use the store pick-up option with a wait of at least a week for service, unless they want something that’s only available online and/or they a.) really don’t want to pay the $12. delivery fee or b.) don’t care about the wait.
Interestingly, home delivery will be handled by Canada Post. I thought it was illegal to send Alcohol through the mail, but I may be behind the times. Or package/courier services may be considered outside the realm of traditional Parcel Post…
Anyway…
I think this marketing innovation will have a greater impact on consumer behaviour and purchasing patterns than the token sale of beer in supermarkets. It’s a great thing for the elderly and shut-ins who can’t easily get out, and for those who simply don’t like crowds. most of us, though have deeply ingrained bottle-at-a-time purchasing habits and our walk-in-service mentality probably won’t change. We’ll see…
~ Maggie J.