LCBO

(Liquor Control Board of Ontario)

Gaurav Ashwani

Niagara College

(Niagara on the lake campus)

PREL 9131

Public Relations Principles

Prof. Emily McInerney

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Liquor Control Board of Ontario

1)      Organization: LCBO (Liquor Control Board of Ontario)

Website: www.lcbo.com  

2)      Internal Publics:

a)      Board Members , Senior Management Team and Employees

b)      Ministry of Finance

 LCBO is a governmental enterprise accountable to ministry of finance of Ontario

3)      External Publics:

a)      Consumers

b)      Suppliers and Agents

c)      Community

d)      Licensed Establishments

It includes all the restaurants, hotels, bars and other retail stores which serve alcohol.

4)      Organization Overview: LCBO is an enterprise made for responsible retailing of alcoholic beverage to the consumers and licensed establishments throughout the Ontario province.

Following are the key functions of LCBO:

a)      Buys and Retails nearly 24,000 different brands of alcoholic beverages annually for consumers and licensed establishments this makes LCBO one of the world’s leading solitary buyer of alcoholic beverages.

b)      Providing consumers with efficient service at the same time keeping the expenses under control to maximise the profit for Ontario government which helps to shell out funds for public health care, education, transportation and other important government services.

c)      Preventing the sale of alcoholic beverages to minors (age below 19 years), intoxicated consumers and establishments without alcohol purchase license.

d)      Encouraging responsible consumption of alcoholic beverages by starting different initiatives and campaigns including the current ‘Deflate the Elephant’ a advertising campaign started to provide responsible hosting tips and tools to prevent drink and drive.

e)      Conduct Quality Assurance tests on different imported and local beverages to ensure that all the products sold in Ontario comply with the Food and Drugs Act and Consumer Packaging and Labelling Act as well as for best quality and taste.

f)       Fundraising for the charities across the Ontario Public Services including the current United Way, MADD Canada and four Ontario children hospitals.

Base:

LCBO is a provincial government enterprise of Ontario which provides alcoholic beverages through 639 retail stores and over 217 agency stores. It is based only in Ontario but it buys different types and brands of alcoholic beverages from more than 80 countries

5)      LCBO Newsworthiness:

LCBO is very imperative and newsworthy organization because of following reasons:

a)      Significance: Ontario is biggest wine making region in Canada and in Ontario LCBO is the only medium through which anyone can buy or retail the alcoholic beverages

b)      Community Impact: LCBO initiate several campaigns to improve the local community by raising fund, waste management programs and promoting responsible drinking    

c)      Novelty: LCBO keeps on adding new international beverages to the product list

d)      Progress: LCBO was opened in 1927 with 86 stores and after that every year LCBO increased the number of stores. By now 639 stores works under LCBO

e)      Conflict: Debate on privatization of LCBO