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Garrison Imperial IPA Coming to LCBO Shelves

January 2nd, 2010 · 47 Comments

Imperial IPAFor those that don’t know, the LCBO makes their decisions for what beers come out in stores quite a long time in advance.  It is released publicly what they are looking for – the LCBO calls them “Product Needs” (PDF) and issues to the trade what beers they would like to release basically a year in advance. It is then up to the agents and breweries to decide what they would like to submit for LCBO consideration.  If the LCBO deems the beers a match to what they are looking for, it comes out in stores.  This is the basic way the LCBO seasonal beer releases are decided, along with other products (not just beers).

This past October was the deadline for the Autumn Ales seasonal release, which will hit the store shelves in September 2010.  The release called for “Products appropriate for Autumn (i.e. Belgian & English styles, Stouts, Porters, Oak aged beers)”.  It also asked for “Single serving format preferred (500 mL)”, a “Proven track record in other markets” and even “award winning”.

Well, I thought to myself, Garrison Imperial I.P.A. (which it is now known) would make a good fit for this! So in conjunction with Brian at Garrison, we completed the LCBO’s requirements for submission – marketing plan, product samples and some pricing and packaging information – and brought everything over to the LCBO for them to mull over.

Fast forward to Christmas Eve, and I received an e-mail from the LCBO stating that Garrison Imperial IPA has been “selected to proceed”.  Evidently on November 25th it was tasted by the LCBO, and on December 24th it was accepted!  Great news indeed, as this means that more beer lovers in Ontario will be able to try this wonderful beer.  Now we enter the great unknown – dealing with the LCBO on a level that isn’t simply a private order.  There are even more detailed forms to complete.  Labelling reviews.  Product tests.  Not sure what else.  But we will certainly find out and you can count on more content on Free Our Beer in the coming months outlining how the process goes.  However, let’s raise a glass to a fine decision made by the LCBO and tasty Garrison Imperial IPA to come (albeit quite a ways off at this point!)

Tags: Importing · LCBO

1 Star2 Stars3 Stars4 Stars5 Stars (3 votes, average: 5.00 out of 5)

47 responses so far ↓

  • 1 troy // Jan 3, 2010 at 11:51 am

    Great work Cass! This product will be a huge hit come next Autumn for sure.

  • 2 Moir // Jan 10, 2010 at 11:58 am

    I worked at Garrison for over 3 years and this is one of my favorites. I can’t wait for this IPA to come to me instead of me having to go to it.

  • 3 Imperial IPA Submission - The Paperwork Begins | Free Our Beer // Feb 19, 2010 at 11:57 pm

    […] Uncategorized ← Garrison Imperial IPA Coming to LCBO Shelves […]

  • 4 Why you won’t see Garrison beers this Winter | Free Our Beer // Jun 27, 2010 at 2:09 pm

    […] the beginning of this year, coming off our successful acceptance of Garrison IIPA into the Autumn seasonal release, we wanted to submit into the Winter Warmers release at the […]

  • 5 LCBO Pre-Selection Process - They Don’t Want to Taste? | Free Our Beer // Jul 12, 2010 at 9:38 pm

    […] seasonal product call process has been documented numerous times at Free Our Beer – we have been successful with Garrison’s submission into the Autumn 2010 release but unsuccessful with the Winter Warmers release. The basic process was pretty straightforward. […]

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