Training Modules
Cross-Promotions & Sampling
To promote responsible alcohol consumption practices and ensure fair sales practices, Ontario places restrictions on retailers regarding the cross-promotion of alcohol products.
Permissible sales
As of September 5, 2024, retailers can accept, as full or partial payment for liquor, any benefits issued under a loyalty program or a rewards marketing program, including coupons, tickets, points or rewards or exchange, convert or redeem any benefits issued under a loyalty program or a rewards marketing program, including coupons, tickets, points or rewards, for cash that is applied to payment for liquor.
With respect to cross-promotions, retailers can offer discounts on alcohol when purchased alongside another product. For example, a retailer can provide a promotion of a $1.50 discount on wine with the purchase of a sangria mix. However, retailers cannot offer free merchandise or discounts on another product contingent on the purchase of alcohol. For example, a retailer cannot provide a promotion of a $1.50 discount on sangria mix with the purchase of a bottle of wine.
For grocery and convenience stores, loyalty and rewards programs must be applied equally to all beer, wine, cider and ready-to-drink beverages. Promotions involving extra loyalty points or rewards for a particular brand are not permitted.
Sampling
A grocery store licensee may serve or offer to serve samples of liquor in the grocery store that is eligible to be sold in that store and permit individuals to possess or consume samples of liquor provided by the licensee in the grocery store. Samples must only be provided in a designated area that is within or adjacent to the liquor display area within the grocery store. Holders of a manufacturer’s licence to sell or a licence to represent a manufacturer may also provide samples of liquor to customers of the grocery store.
An offsite winery retail store licensee may serve or offer to serve samples of wine in the offsite winery retail store that is eligible to be sold in that store and permit individuals to possess or consume samples of wine provided by the licensee in the retail store. If the licensee has a Wine Boutique Endorsement, the licensee may serve or offer to serve and permit individuals to possess and consume samples of wine in a designated area within or adjacent to an offsite winery retail store that is located inside the shopping area of a grocery store. Holders of a winery licence and a licence to represent a manufacturer may also provide samples of liquor in a designated area within or adjacent to an offsite winery retail store that is located inside the shopping area of a grocery store for the purpose of providing samples to customers of the offsite winery retail store.
In both cases, the licensee offering the samples must ensure that all products used for sampling are purchased from the licensed grocery store or off-site winery retail store. All receipts must be retained, and a record should be made of any alcohol remaining at the conclusion of the sampling. These records must be provided to the AGCO Registrar on request.
Convenience store licensees are not allowed to offer samples.
