LCBO picks ‘young, innovative’ veteran exec as new CEO

The Liquor Control Board of Ontario has named 43-year-old Aaron Campbell, who is both a former prime ministerial aide and a Toronto International Film Festival organizer, as its youngest-ever president and CEO.

“He’s young. He’s creative. He’s innovative. And I think very widely respected through his whole organization, and certainly within the domestic industry,” said Norm Beal, chair of Ontario Craft Wineries and CEO of Peninsula Ridge Estates.

Campbell has led the LCBO on an interim basis since February.

In his interim role, Campbell publicly championed Ontario wineries and brewers. The “We’re All In On Ontario” campaign, launched in September and running through mid-October, promoted the LCBO’s catalogue of more than 4,600 Ontario-made beverages, which Campbell said in a promotional video “took centre stage in store and online.”

The LCBO reported that Ontario-product sales grew by more than half a billion dollars, or 20%, in the fiscal year ending March 31, 2026. In its June 30 statement, the retailer also reported sales growth of 44 per cent for Ontario VQA wines and 25 per cent for Ontario-made beer.

Beal said he learned about the qualities Campbell brings to the job came in a personal phone call. In August, when it looked like a trade deal would bring American alcohol back to LCBO shelves, Campbell called to ask how the retailer could help Ontario producers mitigate the impact.

“Aaron called me up and said, ‘Look, we know that this is going to have effect on your business, so I want you to really give it a thought as to what you think we can do to help you,’” Beal recalled. “I thought it was very perceptive and quite generous of Aaron to say: ‘What else can we do to kind of soften the blow?’”

Campbell’s LCBO career began in 2017. Before taking the interim leadership role, he was chief of staff and vice-president of corporate affairs, strategy and sustainability, with responsibilities spanning organizational priorities, long-term planning, stakeholder relations, public policy, government affairs and social impact.

He previously held senior federal positions, in Prime Minister Stephen Harper’s office, and the office of the minister of Canadian heritage.

Campbell’s résumé also includes six years working at the Toronto International Film Festival. A 2013 HuffPost article introduced TIFF’s then-director of programme and event services as “Mr. Protocol himself” – which the article attributed to his wide-ranging work including “processing film submissions to producing all the official TIFF parties.”

Campbell’s arts involvement also included a directorship with DanceWorks Toronto, whose board he was serving on in 2019.

“It is a privilege to lead the LCBO and the dedicated people who bring our public mandate to life every day,” Campbell said in a statement regarding the new appointment. “Having worked alongside teams across the organization, I have seen first-hand the knowledge, care, and commitment they bring to serving our customers, partners, and communities. I look forward to building on that strength as we continue to evolve and deliver for the people of Ontario.”

A Markham, Ont., native, Campbell chairs the board of Ontario Creates – an agency of the Government of Ontario under the Ministry of Tourism, Culture and Sport – and sits on the Goodman School of Business Advisory Committee at Brock University. His previous board appointments include Cota Health (2018-2024) and TVO Media Education Group (2023-2025). In 2002 he received the Queen Elizabeth II Golden Jubilee Medal in recognition of his community service.

LCBO board chair Carmine Nigro noted in a statement Campbell’s “steady, thoughtful leadership, needed at an important time for the LCBO” praising his “deep understanding of the organization, extensive public-service experience, and strong relationships across the industry.”

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