For the fifth consecutive year, the Italian Trade Agency (ITA) is proudly showcasing the excellence of Wine & Spirits Made in Italy to Canadian consumers through nationwide promotions with LCBO in Ontario and SAQ in Québec — Canada’s two most important alcohol monopolies.
These campaigns are at the heart of ITA’s mission in Canada, where the wine and spirits sector represents over 62% of our promotional investment. This is one of Italy’s most dynamic export categories — and a sector where Italy consistently holds the top market share among European suppliers at both LCBO and SAQ.
Why It Matters
Our partnership with LCBO and SAQ is more than just a retail initiative — it’s a celebration of the authentic taste, quality, and diversity of Italy. Through in-store activations, digital campaigns, and loyalty programs, we make it easier than ever for Canadians to discover and enjoy the very best of Italian wines, spirits, beers, and aperitifs.
The Impact
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Two Provinces, Two Monopolies: LCBO and SAQ together generate over CAD 12 billion in alcohol sales each year.
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Italy Leads in Quality: Italian wine and spirits are top-ranked among European suppliers in both Ontario and Québec.
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Proven Results: Recent promotions have generated tens of millions of dollars in authentic Italian product sales.
PROMOTIONS
LCBO 2025
Italy: A Tapestry of Tastes, As Featured in LCBO Food & Drink Autumn 2025
For the fifth consecutive year, the Italian Trade Agency (ITA) is proud to showcase the excellence of Wine & Spirits Made in Italy to Canadian consumers through promotions with LCBO in Ontario!
💳 Special LCBO Offer: Spend $75 on any Italian products (wine, beer, spirits) and earn 225 Aeroplan points!
Excludes Cellar Collection & Vintages Shop Online products.
📅 Promotion Runs from: Oct 12 – Nov 8, 2025
Learn more: https://lcbofoodanddrink.cld.bz/FD-Autumn2025/32/
Discover Italy’s rich tapestry of tastes, featured in the LCBO Food & Drink Autumn 2025 issue and available now across Ontario.
SAQ 2025/2026
SAVOUREZ LA DIVERSITÉ DES PRODUITS D’ITALIE/SAVOUR THE DIVERSITY OF ITALIAN PRODUCTS
DATES:
Summer 2025
- Week 1 : from 2025/07/10 to 2025/07/16
- Week 2 : from 2025/07/31 to 2025/08/06
- Week 3 : from 2025/08/28 to 2025/09/03
Winter 2026
- Week 1 : from 2026/01/15 to 2026/01/21
- Week 2 : from 2026/02/12 to 2026/02/18
- Week 3 : from 2026/03/19 to 2026/03/25
This exclusive promotional campaign is available only to a targeted list of SAQ email recipients. The offer is personalized and directly linked to the Inspire account of each customer selected by our algorithm.
This targeted approach:
- Ensures the promotion reaches customers whose purchasing habits make them the best fit.
- Engages a qualified and well-defined audience for maximum impact.
New customers may not receive this promotion with their first purchase but will be potentially added to the SAQ mailing list to receive future offers and communications.
