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.