LCBO Liquor Control Board of Ontario
Here’s a unique company that on the one hand actively encourages the consumption of its products and then on the other hand actively discourages its consumption. It’s a delicate balancing act that the Liquor Control Board of Ontario (LCBO) has been successfully doing for years.
This dual role is clearly seen on their website. The links at the top of the website feature new products, limited time offers, recipes with alcohol, wine appreciation courses, tutored and product tastings, gifts and search capabilities to find a product name or item number.
The second row of links highlights a new website designed for parents of preteens encouraging the talking to kids about alcohol in partnership with Mothers Against Drunk Driving (MADD); commitment to responsible drinking; keeping alcohol out of the hands of minors; worthy causes; BYID cards; illegal alcohol; advertising social responsibility; safe proms; mocktails and student awards.
This balancing act is clearly working financially. In 2002 – 2003, the LCBO transferred a record $975 dividend to the Ontario Treasury.
In addition, through its in-store Donation Box Program, employee contributions and special events,
the LCBO raised $400,000 for charities last year, including MADD Canada and The Hospital for Sick Children Foundation; $117,000 for We Care, to help send children with disabilities to summer camp; $75,000 for Camp Oochigeas, which provides summer getaways to kids with cancer; and more than $100,000 from the sale of compilation CDs, gift-wrap programs and events staged by employees on behalf of local charities.
The LCBO raised another $130,000 for the United Way organization through employee donations and special events. And many employees arrange fundraising activities – barbecues, raffles, softball tournaments and golf and ski days – often supported by beverage alcohol industry suppliers, to help individuals, groups and communities.
Here’s a company that really balances its corporate social responsibility for all its customers and citizens of Ontario.