Collectors can now use Cash Miles for LCBO eVouchers and get rewarded directly from their mobile device

TORONTO–The AIR MILES Reward Program and the LCBO announce today a partnership expansion that provides Collectors the ability to use AIR MILES Cash Miles towards the purchase of LCBO eVouchers for instant use in-store. Beginning today, Collectors can get instantly rewarded by visiting to use Cash Miles toward a $10 LCBO eVoucher for use toward their favourite in-store purchases.

Launching in time for the busy Victoria Day long weekend, this new offer enables Collectors to use Cash Miles to get LCBO eVouchers directly from their mobile device. As Canada’s most recognized loyalty program, this new Partner offer from the LCBO provides more opportunities than ever for Collectors to turn their Cash Miles balance into moments of reward.

“Our partnership and collaboration with LCBO, dating back to 1997, continues to grow to provide new and innovative avenues that enhance our Collectors’ experience,” said Blair Cameron, President, the AIR MILES Reward Program. “Arriving in time for the unofficial launch of the Canadian summer, AIR MILES Collectors with a balance of 95 Cash Miles or more can get rewarded instantly in-store while using the LCBO eVouchers to make the Program more rewarding than ever.”

“As customer shopping expectations evolve, the LCBO is committed to ensuring we continue to transform the in-store shopping experience with innovative offerings,” said Kerri Dawson, Vice President, Marketing and Customer Intelligence, LCBO. “We are delighted to expand our partnership with AIR MILES by introducing a brand new and easy-to-use redeemable benefit that increases the value of the Program and enhances the LCBO customer experience.”

At launch, the LCBO will be offering Collectors the opportunity to use Cash Miles for LCBO eVouchers in increments of $10 for 95 Cash Miles. That means Collectors will be able to use Cash Miles for eVouchers and use them towards purchases in-store, right from their mobile device.

AIR MILES Cash is a Program feature that enables AIR MILES Collectors to use Cash Miles from their AIR MILES Cash balance instantly online or in-store at participating locations. Taking advantage of this great new offer is simple:

Set Balance Preference at to begin collecting AIR MILES Cash Miles.
Get Cash Miles by shopping and swiping your AIR MILES Card at the LCBO and other AIR MILES Partners and by using AIR MILES-affiliated credit cards.
Achieve a minimum of 95 Cash Miles for the specific eVoucher order, which will be issued to be used in-store towards part or all of their purchases in-store. At launch, LCBO eVouchers will be issued in denominations of $10 for 95 Cash Miles.

Founded in 1992, the AIR MILES Reward Program is Canada’s most recognized loyalty program, with nearly 11 million active Collector Accounts, representing approximately two-thirds of all Canadian households.

AIR MILES Collectors get Miles at more than 300+ leading Canadian, global and online brands and at thousands of retail and service locations across the country. It is the only loyalty program of its kind to give Collectors the flexibility and choice to use Miles on aspirational Rewards, such as Merchandise, Travel, Events or Attractions, or instantly, in-store or online, through AIR MILES Cash at participating Partner locations.

The AIR MILES Perks feature also gives Collectors the opportunity to get discounts and Perks on exciting activities, which include Dining, Shopping, Travel, Entertainment, Leisure and Sports, just for having an AIR MILES Card.

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