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The Beer Store enters new Ontario marketplace with new partnerships

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The Beer Store in Ontario has announced new partnerships and investments.

Highlights include the following:

  • The Beer Store has expanded its distribution fleet and operations to support new grocery and convenience store customers coming online.
  • As of today, TBS has supported shy of 4,000 convenience customers coming online. It’s estimated that upwards of 10,000 new points of sale will be added in the coming months. The Beer Store seamlessly supported the acceleration of large format packs in grocery over the summer and is well-positioned to continue supporting the transformation this fall.
  • Customers can now shop convenience items such as salty snacks, meat snacks and energy beverages from our partners including Old Dutch, Frito Lay, Jack Links, Great Canadian Meat and Red Bull. Items vary by retail store location and are also available online with eCommerce orders.
  • TBS will launch a new campaign to showcase its commitment to the customers of Ontario with a new media campaign. The campaign delivers a message of how The Beer Store serves the people of Ontario with choice, speedy service and a world-renowned commitment to the environment through our bottle return program.
Roy Benin

“Bring it on – we’re ready,” said Roy Benin, President of The Beer Store, “We see this as a new chapter for The Beer Store and we’re excited to compete. All of our channels – from distribution to retail to deposit return will continue to deliver for Ontario.”

The Beer Store said it also continues to invest and recently has invested over $100 million dollars in future-focused projects:

  • Retail store renovations to select stores across the province enhancing the shopping experience for our customers
  • A new, state-of-the-art distribution centre in Bolton, ON
  • Online sales and delivery, making TBS the number one alcohol delivery retailer in Ontario.
    • Third-party delivery partnerships with every platform, including Canada’s Skip the Dishes, resulting in 95 percent of stores having a channel for rapid delivery.
  • Upgrades to the point of sale technology to be more reliable and convenient for shoppers

Owned by Ontario-based brewers, The Beer Store is the largest beer retailer in Ontario. The Beer Store listed 1,107 brands, which more than 267 brewers provided in 2023. With 26 points of distribution strategically located across the province, The Beer Store distributed 2.9 million hectoliters of beer in 2023.

The Beer Store employs 6,500 people.

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Co-Editor-in-Chief with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training. Mario was named as a RETHINK Retail Top Retail Expert in 2024.

11 COMMENTS

  1. Has this expansion in retail locations been the reason behind the extremely limited availability of many premium beers at the Beer Store this summer? One example I’ve noticed is Rickards Red 473ml cans – you can barely find stores with a 6pk, and 24s haven’t been available all summer. What’s the Beer Store doing to address this problem, and improve available of these products along with others, such as coolers and radlers?

    • You misunderstood the article. They are not expanding locations, they are improving select existing locations.

      The reason they removed certain pack sizes ie 6packs was because the sales for them had dropped too signicantly due to sales in grocery stores.

      In the old contract, the beer store was required to have certain locations open regardless of profitability, so that remote areas would have better access to beer and empty bottle returns. Larger more profitable stores in the gta subsidized these stores. In return, they had limited competition.
      That contract is now null and void. The beer store has already announced 36 store closures by the end of this year and another 86 next year. Anywhere outside the gta will likely get gouged at super inflated prices at convenient stores or will have to travel 40+kms to reach the nearest beeer store.
      Thank Doug Ford for the coming stupidity

      • Why don’t you guys keep the beer store in Port Colborne Ontario open past 6:00 p.m.. we’re all grown adults here some of us work until 6:00 we can’t get to the beer store until 6:30 or so they treat us like a bunch of children so I’m glad they’re going to put beer in the corner stores at least I’ll be able to get it when I need it not have to go by the beer store’s rules of closing at 6:00 p.m. that’s ridiculous

    • The limited availability has nothing to do with the beer store but everthing to do with the brewers. When the lcbo strike happened alot of alcohol was sold. Brewers were not ready for that, so alot of product ran out of stock across both stores and wearhouses and so they had to start brewing more.

  2. I havnt been to the beer store in ages im heart broken for the billionaires who own the beer store and no i wont be going there for chips either ridiculous ill be glad when they close

  3. TBS is still the best place to buy beer in my opinion. All the beer is cold as it should be. Never buy beer on the floor at room temp like I see at grocery stores. I never buy beer anywhere else.

  4. Come to North Bay Ontario and see what the beer store experience gives you. The three stores in North Bay haven’t changed over the last 40 years. From what I told. I can’t believe they have not refreshed the exterior or interior to make it a more pleasurable experience. I also have no idea what I’m buying there as the kiosk typically don’t work and when I ask for specific brand of a certain size of cans and volume they never have it. I’ve been going to the LCBO for a better shopping experience. Whoever is in charge of refreshing the stores and improve the experience in the beer store should have their own job refreshed and find some new blood to kick some new energy and life into what I would assume a very profitable business model.

  5. Thisnos the same B.S they spewed under Ted Maroz and Andrea Randolph was told 100 million to improve service . I worked there they spent literally nothing kn stores. Most stores are garbage and it is a dying monopoly run by 3 brewers who own kver 99.7% and 30 others at .3 percent . Bloated union scam of an odrp program and little or no community involvement (keep in mind their bottle drive is donated by customers and they still collect the government 12 cents per bottle processing ) shut it down. Tbs has been around since 1929 if they could not figure it out by now then it’s time to go

  6. I work at The Beer Store!
    No they are not owned by foreigners!
    They are owned by Sleeman, Molson & Labatts.
    Who also heads up the union for the employees!
    Many changes coming to the Beer Store,
    Such as thinking the pile of $$$ in upper management,
    And hanging out the employees!
    Less then two weeks after a less then good ratified vote into a wooden box was completed, the Ontario Government (Rob Ford) made a multi million dollar deal with the Beer Store!
    Employees of the Beer Store, We are €¥£|<

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