# In-Store Beer Stations LCBO Summerhill's Beer Experience Zone Spotlights Local Brews By Jana Pijak | Published 2015-12-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/lcbo-summerhill References: [lcbo](http://www.lcbo.com/content/lcbo/en/corporate-pages/about/media-centre/corporate-news/growler-station.html) & [postcity](http://www.postcity.com/Eat-Shop-Do/Eat/September-2015/LCBO-launches-Craft-Beer-Experience-at-Summerhill-store/) Toronto's [LCBO Summerhill](https://www.trendhunter.com/trends/readytoserve-cocktail) 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](https://www.trendhunter.com/trends/trust-bars) 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. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 84% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### 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. ## Related on Trend Hunter - [Educational Sober Alcohol Markets](https://www.trendhunter.com/trends/sobr-market.md) - [Self-Service Beer Taprooms](https://www.trendhunter.com/trends/beer-taproom.md) - [Cheerful Beer Store Campaigns](https://www.trendhunter.com/trends/whatever-the-case-may-be.md) - [Experience Cocktail Workshops](https://www.trendhunter.com/trends/spirithouse-toronto.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md) - [Artfully Designed Beer Packs](https://www.trendhunter.com/trends/range-of-beers.md) - [Ready-To-Serve Cocktail Lines](https://www.trendhunter.com/trends/readytoserve-cocktail.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Full-Sized Wine Samples](https://www.trendhunter.com/trends/toronto-park-hangs.md)