Last week, Canada’s LCBO company announced that they will be ending their partnership with the AIR MILES Reward Program. Customers who are used to collecting points from the LCBO can continue to do so up until March 31, 2021. AIR MILES Collectors will not only be able to continue to collect AIR MILES at LCBO locations and online but they can still use Cash Miles for LCBO eVouchers through airmiles.ca up until this date.

The partnership kicked off in 1997 and after 23 years the company has decided to end the agreement.

The LCBO will be branding and provide a rewarding, personalized experience to its customers with a new loyalty program and details on this program at the LCBO will be introduced in the coming months.