REID'S DISTILLERY: Graham Reid
Graham Reid
Co-founder, co-owner
Reid's Distillery
Based on your data, insights and experience, what’s trending for summer 2025?
We are seeing a shift from low-sugar seltzers to fuller-flavoured cocktails.
Which of your products do you anticipate being hot sellers this summer?
Through the convenience channel, we had demand from a couple of retailers asking for a multi-pack option, so we are rolling out our six-pack format. We see that as a big seller this summer. What they were finding is that yes, getting one sale from a $3.25 can is one thing, but if we can make that an $18 or $19 sale, that’s going to really make it more substantial.
Especially in hyperlocal markets—like Leaside, Leslieville and East Toronto—people know our brand. It’s not hard to convince them to get a six-pack. So, that’s what we’re focused on, along with our single-can format for summer 2025.
That’s your innovation, right? It’s catering specifically to this channel.
Yes, it’s a new product that we’ve put together specifically for the convenience channel. While it might evolve into a multi-flavour pack at some point, for now, we wanted to lead with something we know will sell—and just sell more of it.
What are the outside influences shaping the space?
What we’re seeing shaping the current landscape in the RTD (ready-to-drink) and RTS (ready-to-serve) segment is the rise of higher-ABV pre-mixed cocktails. People are saying, “I can get a good margarita in a can. I can get a good gin and tonic in a can.” That’s the shift.
Two years ago, there were only a few players. Now there are many more. In the LCBO, they’re already taking up more and more shelf space. It remains to be seen how that will translate to the convenience sector.
This is the first sales summer for convenience retailers. What advice can you share?
Three things.
First, understand that RTDs are not just seasonal. A good-quality RTD can be a staple in a product portfolio, just like a good lager is for a brewery.
Second, capitalize on the “buy Canadian” trend by carving out planogram space for hyperlocal products. Province-wide planograms are one thing, but regional or district-specific planograms are better. You’ll likely see better sales from that local brewery or distillery just one town over—because people recognize and support local brands.
Third, be patient with small suppliers. We’re doing our best to grow and meet retailer expectations, but we don’t always have the same resources. For example, multi-packs: we’re working hard to deliver, even if not as fast as larger companies. Still, small-batch suppliers can be scalable. We understand the need for a product that can work across Ontario or Canada. When it comes to submissions, we ask that you collaborate with local suppliers.
How are you partnering with or supporting convenience retailers this summer?
We’ve taken a two-pronged approach. With limited resources, our sales team works across LCBO, convenience, grocery, and on-premise like bars and restaurants. They can be spread thin—especially before summer.
That said, we try to reach out to head offices or banner-level buyers. That’s our ideal. For example, we’ve seen great success with McEwan across Ontario. They picked up our product, and it’s selling well.
We also go store-to-store—checking on stock, positioning and finding out who the decision maker is. If it’s not a head office call, we take it store by store. But overall, the banner-level approach is our focus—especially in the off-season when we try to secure buy-in from head offices.
Are you doing any cross-promotion this summer with convenience stores?
The challenge is visibility. When convenience stores order from the LCBO, we don’t get a record of the buyer. If we get a heads-up, we can try to support with marketing—but LCBO doesn’t always provide that data. We’ve been advocating for this. If we handle our own distribution, we can see the orders, but if it’s warehoused and shipped by LCBO, we lose that visibility. So, for now, we’re supporting through local tastings at bars and restaurants in the same area. We can’t do tastings in c-stores (yet), but we’ll still support local retailers through neighbourhood-level marketing.
In terms of perfect pairings, what other convenience items go well with your products?
For a gin and tonic, you’re thinking summer, park, patio. I like pairing it with contrasting flavours, so salt and vinegar chips are a favourite.
Think of it like a convenience-store-style charcuterie board—jerky, mixed nuts or peanuts, even a bit of chocolate. It’s the perfect snack mix with one of our RTDs.
Anything else you’d like to add?
The hyperlocal planogram approach really opens the door for cross-promotion with small producers who have strong local fan bases. That’s where I see opportunity.
RETURN TO TASTES LIKE SUMMER Q&A SERIES
