Do you think LCBO sales actually change OVERALL? They can undoubtedly incresase in one location following a re-build but I suspect these are not new sales to the 'network' and are the result of lower sales elsewhere.
I would say 'Yes' they can be new sales.
First, the old store had no 'Vintages' to speak of, only a few 'essentials on one tiny shelf.
As such, people didn't even have the option to buy much of the higher end product.
Higher sales isn't just volume, its 'trading up' or higher priced products being moved.
Second, the old store, being in a mall wasn't even open on Sat. night! Sure, lots of customers would have gone 15min drive away to the nearest store that was open.....but many would have shrugged and thought, 'not tonight'.
Third, well merchandised product, with a store you want to spend some time it, can definitely entice more buying. Some of that may be at the expense of future sale, but some is surely enticing 1-bottle-a-week wine drinkers to think about bottle #2.
Finally, the new store features a full 'cool room' with floor-to-ceiling chill, for beer, coolers and chilled wine.
I expect it to take a meaningful chunk out of the beer stores in the singles/six'es market.
As a country, we still drink a lot less wine per person, than most European nations. I'm not sure what the growth potential is, but more convenience, and more attractive retail options will surely move consumption up, at least modestly.
