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The LCBO is continually improving itself in every way possible â€“ by offering Sunday shopping, AIR MILESÂ® reward miles, credit and debit payment options, value-adds and Limited-Time-Offer discounts. Since 1990, the LCBO has received some 200 awards for staff training and development, store design, marketing, innovative retailing, corporate communications and social responsibility. These include some of the most prestigious awards in the retail industry, such as Innovative Retailer of the Year Award and Socially Responsible Retailer of the Year Award from the Retail Council of Canada and Outstanding Business of the Year Award from the Ontario Chamber of Commerce. A survey of nearly 1,000 readers of Canadian Business magazine named the LCBO one of the top 10 best managed brands in Canada and a Corporate Reputation Study, conducted by an independent survey company, placed the LCBO 15 out of the top 100 companies in Ontario. The LCBOâ€™s mission is: â€œTo be a socially responsible, performance-driven and profitable retailer, engaging our customers in a discovery of the world of beverage alcohol through enthusiastic, courteous and knowledgeable service.â€ Our brand vision is: â€œLCBO Discover the World.â€ We want to take customers on a journey of discovery for products from around the world and from Ontario, including our wine regions.