The LCBO has launched the "We're All In On Ontario" campaign to promote over 4,600 Ontario-made beers, wines and spirits through front-of-store placement, tastings and two months of online bonus points. Sales of Canadian-made products climbed 18% year-over-year, with Ontario product sales rising by more than $500 million (about 20%). The campaign responds to provincial bans on U.S. alcohol and a planned U.S. import ban set for Sept. 29 that could block most pre-packaged Canadian alcohol from entering the United States.
LCBO Goes "All In On Ontario" — Major Push For Local Beer, Wine & Spirits As U.S. Import Ban Looms
(Photo: Creative Touch Imaging Ltd./NurPhoto via AP)
The Liquor Control Board of Ontario (LCBO) has launched a high-profile campaign encouraging shoppers to choose Ontario-made beer, wine and spirits as tensions rise over a threatened U.S. ban on Canadian alcohol. The initiative aims to spotlight local producers and help consumers more easily find Ontario products in stores and online.
The "We're All In On Ontario" promotion features more than 4,600 Ontario-made beverages placed in prominent front-of-store displays, expanded tasting opportunities and enhanced "Buy Ontario" signage. Staff at the government-run retailer have received specialized training to highlight regional products and assemble curated in-store selections. The campaign also extends online: the LCBO website will offer bonus loyalty points on Ontario-sourced wines for the next two months.
"We're All In On Ontario is about giving local alcohol producers more opportunities to connect with customers and making it simple for people to choose products that support jobs in their own communities," said Aaron Campbell, interim president of the LCBO.
The move comes amid a broader trade dispute between Canadian provinces and U.S. officials. Ontario Premier Doug Ford instituted an early 2025 ban on U.S.-made alcohol, a step that prompted a wider national boycott and led eight of Canada’s ten provinces to adopt similar measures. In response, the Trump administration announced a proclamation to ban most Canadian alcohol imports, scheduled to take effect on Sept. 29. If implemented as written, the measure would bar nearly all pre-packaged Canadian wines, beers and spirits from entering the United States. Some brands shipped in bulk and bottled in the U.S. — for example, certain Crown Royal products — are expected to be able to avoid the restriction.
For Ontario producers, the dispute has coincided with a strong sales upswing. According to an LCBO news release, sales of Canadian-made products increased 18% year-over-year, while Ontario-made product sales rose by more than $500 million (about 20%). Over the same period, the retailer added more than 600 Ontario-sourced wines and beers and plans further growth across categories.
"This campaign is a testament to our commitment to invest in our province's people, communities, producers, and businesses while helping customers discover the exceptional quality, variety, and craftsmanship of Ontario-made beverages," Campbell added.
The LCBO is one of the largest single purchasers and retailers of alcohol globally. The quasi-monopoly serves nearly 40% of Canada's population and moved more than $10 billion worth of product in 2024. Before the provincial boycott, the chain handled nearly $1 billion of U.S. alcohol annually.
What This Means For Shoppers And Producers
By elevating Ontario brands through in-store placement, tastings and online incentives, the LCBO hopes to sustain momentum for domestic producers and soften the potential disruption if the U.S. import ban takes effect. Consumers can expect greater visibility of local options and more opportunities to sample and learn about regional products in the coming months.
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