LCBO Summerhill's Beer Experience Zone Spotlights Local Brews

By: Jana Pijak - Dec 16, 2015
References: postcity & lcbo
Toronto's LCBO Summerhill location is known for its array of fine spirits, vintage wine blends and craft beers. The retailer recently made headlines with its newly opened beer experience zone -- a beer station that spotlights local breweries while letting shoppers sample growlers filled with their favorite beverage.

This experiential retail space features a growler-filling station and is equipped with beer fridges that merchandise popular products in a more captivating way. In addition to boosting sales, LCBO Summerhill made use of a joined coffee shop space, transforming it into a new store addition that targets craft beer fans.

While niche brews may not have appealed to a mass market in the past, they are re-branded within LCBO's beer experience zone. Furthermore, once shoppers make a growler deposit, they are encouraged to return to the store to refill it with new samples -- spotlighted each week to boost overall sales.