Colour me a bit biased. The LCBO today sees itself as the retailer of choice for beverage alcohol. Unfortunately there's a pretty big competitor in Ontario called The Beer Store. It happens to be 96% foreign-owned, and it controls the sale of beer from both the on-premise standpoint and the retail standpoint.
The LCBO saw an opportunity, and over time it has really evolved that opportunity, and it has dedicated an increasing number of linear feet of shelving and warehousing space and purchasing dollars for beer.
Candidly speaking, they prefer to sell beer because the markup structure in the LCBO is a little bit higher. They make more money per unit of beer sold just because the markup is higher than it would be on a bottle of wine. Frankly they make more money when they sell spirit, because the markup structure is higher on spirit. This is the Ontario model.
They have made a definitive choice to expand their beer offerings, in order to drive traffic to their stores and frankly away from another retailer, and that's their choice.