It’s really been interesting to check in with these folks. I love their passion and enthusiasm for craft beer! Their ideas are really smart and their advice for breweries is really on point. Because I got VERY excited to have their undivided attention, I hit them with a whopping TEN questions and soon realized that would make for one very long Q&A. SO, this is part II.
Big thank you to these LCBO Beer Captains for taking the time to geek out about their jobs, especially with the added stress of working the front lines during this pandemic and dealing with short staff issues and increased volumes in many of their stores. I’m excited to see how craft beer continues to grow and evolve at the LCBO in the coming years especially since CO-VID 19 has led to big changes in how and where we can access alcohol.
Cheers!
Erica
What’s changed in craft beer over the last couple years?
JOE, BEER CAPTAIN AT BROOKLIN LCBO (STORE #237)
The various styles and flavors that brewers are making are incredible.
ERIC, BEER CAPTAIN AT EAST GWILLIMBURY LCBO (STORE #391)
I’ve definitely noticed an expansion on the number of breweries in Ontario which always blows my mind. But I’ve also noticed that a lot more people are browsing the craft section and finding beers outside their normal selection.
CHRIS, BEER CAPTAIN AT TRENTON LCBO (STORE #065)
Craft beer has really expanded the past few years new breweries opening all the time and the LCBO allowing more space to accommodate it.
TIM, BEER CAPTAIN AT UXBRIDGE LCBO (STORE #386)
Too much to list, but acceptance. People of all ages have gotten into the craft world and it’s amazing how much corporate shelf space is shrinking. (At least in my store, I don’t want, or need a 72 case display of Bud Light, just what I need for the week.)
COLIN, BEER CAPTAIN AT LCBO VICTORIA PARK/ELLESMERE (#228)
It’s been fun to watch different beer styles become increasingly popular, while others fade away. Also I find it interesting that more and more it seems that sours are kind of like the unexpected gate-way craft beer, I find that there are people who don’t like beer at all, but will drink sours, and after they’ve gotten their feet wet, will move on to other styles.
JEFF, BEER MANAGER AT BROWN’S INDEPENDENT GROCER, STITTSVILLE
A lot more craft breweries are releasing a wider variety of styles to the public at large. It used to be just lagers and blonde ales that got listed for the LCBO and grocery. Now we are seeing an amazing variety of sours, IPAs etc.
SAM, BEER CAPTAIN AT LCBO TORONTO DUFFERIN MALL (#648)
Beer trends are changing in order to attract non beer drinkers and expand their target audience. For example, sour beers and flavored beers are extremely popular with both beer drinkers and people that are new to the beer world.
AARON, BEER CAPTAIN AT LCBO STONEY CREEK EASTGATE SQUARE (#545)
Mix and Match! We are seeing a lot more variety versus 6 packs. With more selection available most customers want to explore a bit of everything rather than just one.
What makes a good beer sales rep?
JOE, BROOKLIN LCBO
Ask Erica Campbell or Jaime Dobbs. They know.
ERIC, EAST GWILLIMBURY LCBO
Best reps are the ones that can find that sweet spot for visiting a store. The balance of enough that I know who you are, but not too much that I’m annoyed of seeing them. Above all, not asking for too much too fast (displays, listings, etc.)
CHRIS, TRENTON LCBO
Someone who is always checking in either by phone, email or popping by and keeping the beer guys up to date on new releases.
TIM, UXBRIDGE LCBO
If the beer is good, the rep is friendly, and they don’t be pushy about listing their brands, usually it’s a go, but bringing food is a win win. Pizza, bbq ribs, and wings!
COLIN, VICTORIA PARK/ELLESMERE LCBO
The ones that bring pizza or coffee of course! Aside from that, a good personality definitely helps, and someone with a good understanding of the day to day store operations.
JEFF, BROWN’S INDEPENDENT GROCER, STITTSVILLE
Someone who is interested in my success just as much as their own. I’m lucky to work with some great sales reps.
SAM, TORONTO DUFFERIN MALL LCBO
Their passion for improving the craft beer industry while being excited about the product they are selling.
AARON, STONEY CREEK EASTGATE SQUARE LCBO
Personally for me, I appreciate a rep that talks to me like a friend and not a customer. Give me the supportive information but save the sales pitch.
Which beer tends to fly off the shelf? Which beer is tough to move?
JOE, BROOKLIN LCBO
For Brooklin it’s all about the IPA, NEIPA, Hazys, and sours. Lagers and pilsner are a tough go.
ERIC, EAST GWILLIMBURY LCBO
The best movers are the beers made for everyone, the easy drinking, not too bitter, well balanced. Or if a brewery can hit the next trend early and well, which is never the easiest, but first is usually best.
CHRIS, TRENTON LCBO
Most of my sales are IPA’s and sours and lagers are slower sellers.
TIM, UXBRIDGE LCBO
Being in Uxbridge with The Second Wedge down the road, hands down the 3 Rocks IPA. Great Lakes Canuck and Octopus big time. Collective Arts Ransack IPA and Life in the Clouds Hazy IPA. Flying Monkeys Juicy Ass IPA and Sparklepuff IIPA. Amsterdam Boneshaker. Walkerville Easy Stout. Old Flame Blonde. Red Thread Make Tracks Lager and Red X. Duds?? we’ve had a lot of duds that made their way to my clearance extender.
COLIN, VICTORIA PARK/ELLESMERE LCBO
What beer is tough to move? Different strokes for different folks. IPA’s and sours tend to move the fastest, but I see a good lot of variety move out of the store. It’s hard to move some of the more fringy styles and ones that come with a bigger price tag.
JEFF, BROWN’S INDEPENDENT GROCER, STITTSVILLE
Anything “new” always sells well originally. People are really flocking to sours, saisons and IPAs right now.
SAM, TORONTO DUFFERIN MALL LCBO
Depends on the season and current trend, but sour beers and hazy IPAs are the current biggest sellers! I find brown ales, though delicious, are a bit slower since they have a more niche market.
AARON, STONEY CREEK EASTGATE SQUARE LCBO
Basically any hazy IPA seems to be the trend but specifically Haze Mama from Great Lakes. I sold through my first order of 3 cases in a day. Hardest to move typically are stouts.
What would you love to see the LCBO do for craft beer?
JOE, BROOKLIN LCBO
The LCBO needs to treat Beer Captains like P.C’s (product consultants) with monthly tastings and better training.
ERIC, EAST GWILLIMBURY LCBO
It would be amazing if LCBO made a strictly beer only store. Have every listed beer available in one place.
CHRIS, TRENTON LCBO
Open up more space for displays and marketing. The big names seem to buy up all the space in the fridge which hurts the craft beer not getting the proper attention.
TIM, UXBRIDGE LCBO
Separate the SKU count. I’m bound to everything TBS (Beer Store), OCB (Ontario Craft Beer), World Imports, Cider, Ready-To-Drink, One Pour Cocktails, Coolers, and even Sangria, are all under the one sku count. If you have a manager that is all about SKU count, you have to delist a cooler to list an IPA. The LCBO should separate it all and come up with something reasonable for each section.
COLIN, VICTORIA PARK/ELLESMERE LCBO
I know they don’t always have the best reputation, but I think the LCBO does a lot of good things for craft beer. They definitely recognize the popularity, and have adjusted programs accordingly in stores. Perhaps seeing the application process for new listings loosen up a bit would be a good thing. I’d also like to see the role of the Beer Ambassador be treated more as a specialized position, like a product consultant is in vintages.
JEFF, BROWN’S INDEPENDENT GROCER, STITTSVILLE
I would love for the LCBO to make it easier for smaller craft breweries making great beer share that beer with the province as a whole.
SAM, TORONTO DUFFERIN MALL LCBO
I would love more in store tastings, events and workshops partnering with breweries to help teach the consumer about beers and how important it is to shop locally. The LCBO hugely supports VQA Ontario wines by having a certain percentage of the store VQA, and that should apply to local breweries as well.
AARON, STONEY CREEK EASTGATE SQUARE LCBO
That’s a loaded question but walk in fridges at all stores and back room cold storage would be at the top of the list.
What’s the best way for a brewery to have success at your store?
JOE, BROOKLIN LCBO
Make your beer memorable with a great label that is bright and clean.
ERIC, EAST GWILLIMBURY LCBO
Best way to succeed is to have a couple year-round hits, while having the seasonal variety to keep people’s eye.
CHRIS, TRENTON LCBO
I think what is important is delivering on time and regularly, always having fresh beer available, not stuff sitting around and having a variety of beers from lagers to IPA’s for the customers.
TIM, UXBRIDGE LCBO
Each town and store is different due to the consumer. Uxbridge is full of hop heads, so all IPAs tend to do well there. Markham? Lagers at one store, ales at the one 5 minutes away. If it’s a great beer it’ll let you know. And bring ribs from the Smokehouse in town!
COLIN, VICTORIA PARK/ELLESMERE LCBO
There’s no easy answer to that. Obviously the bigger brands will do well just because they have that brand recognition by consumers and are considered a safe bet, the old “go with what you know” philosophy. Something I would keep in mind is that although it is a very big friendly community, on the retail shelf it’s all competition, and in my opinion, time should be invested into unique packaging that helps the brand pop in the sea of beer that is the craft section. That doesn’t necessarily mean flashy colourful cans, but also taking into account what information/graphics on the can is concealed by the beer flat. People can be intimidated by all the variety on the shelf, so make sure you’re putting your best foot forward!
JEFF, BROWN’S INDEPENDENT GROCER, STITTSVILLE
Make sure the product is FRESH!!! I have some horror stories about old products.
SAM, TORONTO DUFFERIN MALL LCBO
Proper placement, attentive sales rep and the right product format! Single cans are the best way to go at the moment.
AARON, STONEY CREEK EASTGATE SQUARE LCBO
Put the work in, help us understand what this beer is and how it compares to the market. What makes it stand out or what interesting feature does it have like a rich backstory for us to share. Sometimes an in-store visit goes a lot further than a phone call to help put a face to a name and build a relationship. Lastly, a great label goes a long way. Give customers a reason to pick up the can.
