Let me cut straight to the chase – the LCBO seasonal beer releases are quickly becoming pointless. While they’re fun to get excited about and discuss for a couple of days after the release, the LCBO no longer brings in beer at only four times during the year. The seasonal releases made sense when stores had limited beer space and it was a way to reserve room on the shelves for beers that they knew would rotate out every three months. But beer is now occupying bigger areas in LCBO stores with a lot more turnover of products.
The logistics of the beer releases have always been treated by the LCBO as an afterthought. Beers appear sporadically, slowly rolling out through stores in a haphazard manner. They give a date of when beers should start appearing, but one or two always come out before that date while others may not appear till a month later (or sometimes dropped without any notice). There is no promotion done for the release other than a small media tasting in Toronto. You pretty much have to be a Bar Towel reader to find out the full lists (especially since a certain blog stopped posting the lists). The LCBO doesn’t really care to advertise the releases, which makes me wonder why they don’t just bring in the beers whenever they choose.
There is now a strong precedent to bring in beers throughout the year as temporary listings. This has become especially common with Ontario craft breweries – most breweries can get a short term seasonal listing that is completely separate from the seasonal release (unlike the old days where the seasonal releases included Ontario beer). But it’s not just Ontario beers that get this exemption. Goose Island, 3 Fonteinen, Rochefort, Ommegang – these are some of the breweries that have come in this year without a listing in a seasonal release. These are also listings that have gone very well without the press that accompanies a seasonal release.
Being on a seasonal release means that a lot of the beer will be ordered, which is sometimes excellent but leads to lots of leftover stock at other times. Rather than turning over products, the shelves are stagnant while beer gets old. A lot of beer drinkers would rather see smaller orders and more turnover of products, giving more reason to visit the LCBO on a frequent basis. Now that most of the Winter release is on shelves, we’re looking at a long dry period before the Spring release of 2014.
The seasonal release program is another example of old LCBO business practices that need to be updated for the current beer environment. There have been changes in the right direction over the past couple of years, but they have not gone far enough. The structured seasonal releases have to go, allowing the LCBO more flexibility to bring in beers throughout the year in smaller quantities. If the LCBO doesn’t start improving the seasonal beer program, they should give it the axe.