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.
Why This Trend Is Growing
- Local Beer Stations
- The trend of in-store beer stations that spotlight local breweries continues to grow, providing opportunities for retailers to partner with and promote these niche products.
- Experiential Retail
- Retail spaces that offer an experiential component, such as the beer experience zone in LCBO Summerhill, have become a trend that provides a value-add for shoppers and boosts overall sales.
- Refillable Growlers
- The use of refillable growlers as a way to encourage customers to return and continuously sample new products presents a trend in the beer industry that can increase customer loyalty and repeat sales.
Industries Being Reshaped
- Retail
- The retail industry can benefit from the trend of in-store beer stations and experiential retail spaces by partnering with local breweries and providing a unique shopping experience to attract customers.
- Craft Beer
- The craft beer industry can benefit from partnering with retailers to provide unique tasting experiences and gain exposure to a wider audience.
- Hospitality
- The hospitality industry can leverage the trend of in-store beer stations and refillable growlers to offer unique menu items and foster customer loyalty through regular sampling opportunities.
