New York Wines LCBO Releases Result in Increased Sales

In 2018, the Wines of USA (New York Wine & Grape Foundation, Northwest Wine Promotion Coalition, and Wine Institute) engaged in a collective marketing agreement with the Liquor Control Board of Ontario (LCBO).  A campaign was designed by NYWGF, and funded by MAP and ATP, to promote the Wines of USA through the USA Boutique Destination Store and LCBO e-commerce channel, with direct sales to over 100,000 LCBO subscribers. The first release in April 2020 resulted in a 14% increase in LCBO sales for Wines of the USA over the prior year, reaching $463 million.

New York in particular saw significant increases in sales from $25,751 to $58,829, an increase of 128%.   Based on this success, the LCBO committed to second releases for the Wines of the USA. The second ATP funded New York wine promotion was launched in April and May 2021, respectively, via Online Exclusives (75 cases) and Vintages Collection (391 cases).  In sum, New York wines’ LCBO releases generated total sales of $99,188 as of Period 12 2021/2022. This represents a 20% increase in sales by value with a 35% increase in SKUs listed versus the previous year’s rolling 13-months.