Manufacturer’s Representative Application Guide

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Licence to Represent a Manufacturer


A Licence to Represent a Manufacturer enables the holder to lawfully canvass, receive, take or solicit an order for the sale and delivery of liquor of a manufacturer they represent. Holders of this licence may also engage in sampling activities as permitted by the regulations or standards and requirements established by the Registrar. This licence does not permit the holder to sell beverage alcohol products directly to the public or to the Liquor Control Board of Ontario (LCBO) or to import them directly. Beverage alcohol products must only be imported through the LCBO.

With the exception of employees of a manufacturer licensed under the Liquor Licence and Control Act (LLCA), all representatives or agents of a manufacturer must hold a valid Licence to Represent a Manufacturer. This licence is issued to eligible applicants for either a two-year or four-year period. Please note that this licence is non-transferable.


Licensees are required to operate within the parameters of the Liquor Licence and Control Act and its regulations, and the standards and requirements established by the Registrar.

Applicants are also encouraged to familiarize themselves with the responsibilities and criteria the LCBO sets out for licensed representatives. Applicants may also visit their website for further information. (See Key Liquor Industry Contacts).

Mandatory Server Training for Manufacturers' Representatives

All manufacturers’ representatives who are involved in taking orders from customers for the sale of liquor or who provide samples of liquor to customers for the purpose of encouraging the sale of liquor must hold a valid certificate for a server training course approved by the AGCO Board. Successful completion of a server training course is required as of the first day of work. The AGCO Board has approved the Smart Serve® Training Program. For more information about Smart Serve®, please contact Smart Serve®Ontario. (See Key Liquor Industry Contacts).

Applying for a New Licence to Represent a Manufacturer

Fees and Payment

  • Please refer to the AGCO’s Fee Schedule for the applicable fee.
  • When using online services, payments must be made by Visa, MasterCard or Interac Online.
  • Payments of $30,000 or more must be made by money wire transfer or electronic funds transfer (EFT). For more information please contact AGCO Customer Service at 416 326-8700 or 1 800 522-2876.
  • All application fees must be received by the AGCO before an application will be processed
  • All fees are non-refundable.

Required Documents

When you apply for a new Licence to Represent a Manufacturer, you will be required to submit the following:

  • Fee
  • Entity Disclosure*
    Must be provided by the applicant corporation and all holding companies that directly or indirectly hold 10% or more of the outstanding shares or of a class of shares.
  • Personal Disclosures*
    A Personal History Report must be completed by all of the following persons:
    • Owner (if the applicant is a sole proprietor);
    • Officers and/or directors, including: Signing Officer, President, Secretary, Treasurer;
    • All persons holding 10% or more of the outstanding shares or of a class of shares (if applicable);
    • All partners;
    • On-site manager (if this person is not named above).

* For complete information, please refer to the Personal and Entity Disclosure Guide.

  • Business Name Registration
    The business name under which you intend to operate may have to be registered under the Business Names Act. For information regarding business name registration please contact Service Ontario. (See Key liquor industry contacts).
  • Letter(s) of Appointment
    Written confirmation from the beverage alcohol manufacturer(s) (on its letterhead) that it has appointed the applicant as its representative in Ontario is required.

Licence Renewals

The same information except letter(s) of appointment is required to renew your Licence to Represent a Manufacturer as is required for a new application.

You must renew your Licence to Represent a Manufacturer on or before the expiry date on your licence. If your renewal application and corresponding renewal fee are not received by the expiry date on your licence, it will expire and you can no longer lawfully operate your business.

An expired licence cannot be renewed.

It is prohibited, to canvass for, receive, take or solicit orders for the sale of liquor without a valid licence to represent a manufacturer.


For more information, please contact AGCO Customer Service at 416-326-8700 or 1-800-522-2876 (toll free in Ontario).