Cossette has a new drinking buddy after winning AOR duties for the Liquor Control Board of Ontario following a competitive review. The assignment had been with LG2 since 2019, and was divided between KBS and Bensimon Byrne prior to that.

Vanda Provato, the LCBO’s chief marketing and digital officer, said in a release that Cossette stood out for its understanding of the market and its ability to create “remarkable” experiences for its customers. “We look forward to creating world-class campaigns that help deliver on our brand promise: Perfect choices made easy. Moments made great,” said Provato.

Cossette’s Montreal office was previously named AOR for the LCBO’s Quebec counterpart, SAQ, in 2021.

A release said Cossette will be responsible for marketing reflective of the evolving beverage alcohol and changing consumer expectations. The government agency’s marketing will “respond to trends and consumer preferences, with a focus on responsible consumption and lighter choices, value-based purchases, and a demand for purpose-led brands making an impact through sustainable practices.”

“We’re excited to be working with the LCBO as it adapts to changes in the beverage alcohol industry, customer demands and the digital landscape,” said Kathy McGuire, SVP and GM, Cossette, Toronto. “As leaders within the creative marketing space, Cossette will leverage its knowledge of the wine, beer and spirits categories, where we have insight and a deep understanding of consumer behaviour.”

The LCBO spent $6.9 million on advertising in the fiscal year ended March 31, according to its most recent financial statement, down from $9.3 million the previous year.