A spotlight on Ontario’s Retail Beer Ambassadors
Written by Co-Founder Erica Campbell (@TorontoErica)
The craft beer section at the LCBO has changed a lot in the 8 years that I’ve been in the industry. The number of breweries has ballooned and the number of products from each brewery has skyrocketed. Before, 6 packs and large format speciality bottles were the majority, but now cans are KING. Craft breweries often stick to a formula of releasing 4 seasonal beers on top of their regular products but now we’re seeing many breweries drop monthly releases, unique one-off’s, collaborations and featured series. The diversity of styles out there now is staggering and eye-catching label design has become more of a factor.
Thankfully, to manage this ever growing category, most LCBO stores now designate a ‘beer captain’ or ‘beer ambassador’. This includes working with macro breweries, imports and of course, Ontario craft breweries. It’s often a complicated game of Tetris trying to fit in all the new products amongst the mainstays. They also have to clear out products that don’t sell, determine what ‘deserves’ to go in to the coveted cold fridge spots all the while keeping everything stocked up (especially during Co-VID 19 times when everyone is drinking ALL THE BEER) and assisting beer curious customers.
These folks are passionate about beer and they have a knack for creating exciting and dynamic beer sections. They take great pride and many have really taken their role to the next level by creating Instagram accounts to promote and hype up the beers they have at their store. This social media promotion not only helps the breweries but will often catch the eye of other beer captains who will start carrying it too!
So without further ado, here is my Q&A with 7 rockstar LCBO Beer Captains from across Ontario. PLUS one kick-ass grocery beer manager who has created his own beer retail haven in the Ottawa area.
*Stay tuned for Part 2 of this article, next week!*
What’s it like to be an LCBO Beer Captain?
JOE, BEER CAPTAIN AT BROOKLIN LCBO (STORE #237)
It’s fun and challenging all at the same time.
ERIC, BEER CAPTAIN AT EAST GWILLIMBURY LCBO (STORE #391)
It’s a strange mix between fun, confusing and frustrating all at once. But definitely a job I’m happy to be doing.
CHRIS, BEER CAPTAIN AT TRENTON LCBO (STORE #065)
Honestly love it, allows me to have new and fresh craft beer all the time and get it out to the people that enjoy it as much as I do
TIM, BEER CAPTAIN AT UXBRIDGE LCBO (STORE #386)
It never stops. With so many breweries out there coming up with their own seasonal and unique beers, it’s hard to keep up with them all… and I want them all.
COLIN, BEER CAPTAIN AT LCBO VICTORIA PARK/ELLESMERE (#228)
Being the Beer Ambassador is only part of the many things I do in the store, so I have to make time for myself to do what needs to be done in the fridge. I pour a lot of love into my fridge, and try really hard to create one of the best selections of craft beer in the city. It’s awesome when customers compliment the section, it’s nice to see people appreciate what I’m doing.
SAM, BEER CAPTAIN AT LCBO TORONTO DUFFERIN MALL (#648)
Great! You get a chance to meet amazing people from different breweries, try new beers and learn about the fast paced industry of craft beer.
AARON, BEER CAPTAIN AT LCBO STONEY CREEK EASTGATE SQUARE (#545)
As a beer fan, it’s great! Every week is Christmas when I get new stuff in.
JEFF, BEER MANAGER AT BROWN’S INDEPENDENT GROCER, STITTSVILLE
I love it! What’s better than working with something that you are extremely passionate about?
Is there a training or an application process to be Beer Captain? How’d you get the job?
JOE, BROOKLIN LCBO
“There isn’t any hiring process, you just need to say I want the job and have a passion for it. Training is very limited, most is done on our own accord.”
ERIC, EAST GWILLIMBURY LCBO
“There wasn’t any official training, I’ve been able to go to one seminar down at the Labatt’s head office which was great, but most of the training is self taught. I got the job simply because the previous beer captain didn’t really want the role anymore, and I showed the most interest in the beer section.”
CHRIS, TRENTON LCBO
“When I started as fix term the craft beer section was small I just took an interest in it and helping to build it up.”
TIM, UXBRIDGE LCBO
“Nope. Every store is different with each manager. Some stores don’t have them and other stores the manager will do EVERYTHING. I’m lucky that I’ve been doing this for so long if I transfer stores the District Managers know they are moving a “beer guy.” How I started? Honestly no one in my home store wanted to do it because they didn’t understand the complexity of beer. So my manager at the time handed me the title and I began my OCB takeover.”
COLIN, VICTORIA PARK/ELLESMERE LCBO
“Unfortunately, the Beer Ambassador is often a volun-told position, and there is no required training to get the title. If there is an employee who shows a lot of interest in the category, the manager will usually give it to that person. Over the past couple years they have been rolling out a Beer Ambassador training session, which covers some of the basics of beer ingredients, the brewing process, and some tastings of popular styles, which is a step in the right direction! I was the Beer Ambassador at my previous store for 4 years, and when I was transferred to the Victoria Park & Ellesmere location in September, I was made the Beer Ambassador right away based on my background of “extra-curricular activities” and experience with the company.”
SAM, TORONTO DUFFERIN MALL LCBO
“No application! Just a passion for beer and an available position.”
AARON, STONEY CREEK EASTGATE SQUARE LCBO
“There is no formal application. Simply when the position becomes available it is hopefully filled by an eager volunteer or appointed. There is no formal training aside from a yearly visit to Labatt’s.”
JEFF, BROWN’S INDEPENDENT GROCER, STITTSVILLE
“I was previously a Store Manager for my store so I was well-versed in retail operations. Some family health issues forced me to take a step back and my amazing store owner knew I was passionate about beer. It was a great fit! I also won a Beer Server Scholarship from Cicerone Canada/Beer Sisters last year so that has certainly helped me succeed in my role.”
What is your favourite part of managing the beer section?
JOE, BROOKLIN LCBO
“Being able to showcase as many craft brewers as I can and to get their products to customers.”
ERIC, EAST GWILLIMBURY LCBO
“My favourite part is simply seeing how many different breweries and beer options are out there. Seeing how the flavours and styles shift for the season and years.”
CHRIS, TRENTON LCBO
“Bringing in all the new beer and trying them.”
TIM, UXBRIDGE LCBO
“Won’t lie, getting new beer. If I see a beer we don’t have that I’ve never had, I can order 2 cases. I get to try it and then I can sell the rest easily.”
COLIN, VICTORIA PARK/ELLESMERE LCBO
“Hands down my favourite part is interacting with customers and talking beer, that’s what it’s all about for me.”
SAM, TORONTO DUFFERIN MALL LCBO
“My favourite part is meeting all the amazing beer reps from all the different breweries! Their passion and enthusiasm for beer always keeps the conversations interesting!”
AARON, STONEY CREEK EASTGATE SQUARE LCBO
“My favourite part is interacting with customers and talking beer or simply helping if they need assistance as they are starting to explore the world of craft beer.”
JEFF, BROWN’S INDEPENDENT GROCER, STITTSVILLE
“I think my favourite part is discovering new beer to enjoy. I love being able to share my experiences with customers.”
If you weren’t in your current job, what would you want to be doing?
JOE, BROOKLIN LCBO
“I would still be chasing down or already be a Cop.”
ERIC, EAST GWILLIMBURY LCBO
“Honestly no clue what I would be doing if not LCBO. If I was to leave now, I’d try to keep in the craft beer world. If I didn’t get into LCBO, I’d probably have ended up in either the police or security field.”
CHRIS, TRENTON LCBO
“Next step for me is definitely a brewery.”
TIM, UXBRIDGE LCBO
“Brewing beer and listening to Slayer.”
COLIN, VICTORIA PARK/ELLESMERE LCBO
“I’ve been into craft beer for quite a while, and home brewing for 3 years now, and I wish I started way sooner. If not for my current job I can definitely see myself in the beer industry, in sales or production.”
SAM, TORONTO DUFFERIN MALL LCBO
“Pass!”
AARON, STONEY CREEK EASTGATE SQUARE LCBO
“I’d love to take my role a step further and curate the selection on a larger scale from store to store accounting for what’s local and planogramming.”
JEFF, BROWN’S INDEPENDENT GROCER, STITTSVILLE
“Probably still managing the store as a whole. I would love to keep exploring opportunities within Ontario craft beer.”
Do you have free reign to create your beer section?
JOE, BROOKLIN LCBO
I probably have a solid 95% control of my fridge.
ERIC, EAST GWILLIMBURY LCBO
“All the managers I’ve had since taking the role have let me do what I want with the fridge. Mostly because I’m the only one that can make sense of it all, managers tend to stay out of the fridge.”
CHRIS, TRENTON LCBO
I have 100 percent free reign.
COLIN, VICTORIA PARK/ELLESMERE LCBO
I do! Over the years, I’ve been very lucky to have managers that trust me enough to reconfigure and add shelves to increase the amount of different sku’s, allowed me to list whatever I want and display it however I want.
SAM, TORONTO DUFFERIN MALL LCBO
I typically have about 70% free reign. There are forced products that change monthly, but the rest of the listings are the beer ambassadors decision.
AARON, STONEY CREEK EASTGATE SQUARE LCBO
Fortunately I do. I have built a strong relationship and trust with my store manager that allows me to pick and choose what I see fit. Although some items are forced and must remain.
JEFF, BROWN’S INDEPENDENT GROCER, STITTSVILLE
I have an extremely supportive store owner who lets me do whatever I want with our beer section. That support has allowed me to make our store a destination within our region.
