Wine Convention


Presenting Profile

We are Profile Wine Group.

Profile Wine Group is one of Canada’s premier wine and spirit agencies. 

Based on a unique and diverse portfolio, an uncompromising commitment to quality, and a standard of service second to none, the company and its people have earned an acclaimed presence and a loyal client base through the development of trusted relationships and exemplary professionalism. 

The Profile offering is strategically focused on: 

• LCBO WINES: listed products at the Liquor Control Board of Ontario (LCBO);
• VINTAGES™: listed products at the LCBO’s VINTAGES™ retail outlets; and 
• Specialty Services, marketing wines to Restaurants and Private Clients

Profile Performance


In partnership with our suppliers, we secure and support continuous listings at the LCBO, an organization that purchases from suppliers located in over 70 countries for sales in its more than 650+ retail and 500+ agency stores and grocery stores in Ontario.

We review portfolios, aligning product with tenders. We create and advance applications and marketing plans, forecast quantities, and secure approvals. We manage inventories, transfers and replenishment. We simplify complex processes and maintain a focus on the goal of maximizing product throughput and sales.


We work with select suppliers to secure and support non-continuous listings at VINTAGES™, the fine wine and premium spirits business unit of the LCBO that lists and retails more than 5,000 new and unique products annually.

We review potential product and prepare applications in support of a preliminary LCBO taste test. On securing approvals, we manage inventories, transfers and replenishment. We simplify complex processes and focus our efforts on supporting and satisfying the purveyors of fine wine and premium spirits, and their customers. Our hard work, dedication and support has been recognized in 2013 and 2015 with the LCBO Elsie “Vintages Portfolio Award of Excellence”. This Award is considered among the more prestigious awards of the Elsie’s.


One of the leading Consignment agents in Ontario, Our Specialty Services people manage consignment arrangements for private clients and the hospitality trades, including restaurants, hotels and banquet facilities, in accordance with the LCBO’s Specialty Services Program.

Specialty Services product typically includes rare, niche, collectible and special interest wines that are carefully sourced from suppliers in the world’s premier and emerging wine regions.

Representing more than 80 producers and servicing more than 700 Ontario restaurants, we manage ordering, inventory and delivery, simplifying and facilitating LCBO requirements on behalf of our discriminating and deserving clients.

Profile People

In any business, people make the difference. 

Uniquely qualified and skilled in all three aspects of our business, our people are squarely focused on the exacting needs of our suppliers and our customers. 

Working hand in hand with the LCBO – one of the largest purchasers of beverage alcohol in the world – our management, sales, administration, accounting, and delivery professionals are masters of execution. 

More than merely enablers, they actively facilitate product acceptance, market entry, marketing and promotion, and the management of inventories and relationships – simplifying and expediting all the processes necessary for your success.

Profile Passion

We care about what we do. And it shows. That's why we are considered one of Ontario's premier wine agents.

Like you, we are wine and spirit connoisseurs. We live and breathe the business, seeking out innovation in product, and inspiration in its promotion. 

We combine the best of the enthusiast and the professional, managing every aspect of the needs and wants of our associates. 

Over time, this has made us not only bigger, but better, and fiercely determined to enhance a well-earned competitive advantage in support of all of our suppliers and customers. 

Our passion. At your service.