The Beer Store: A Longstanding Commitment to Giving Back
For The Beer Store, supporting Holiday Helpers is about responding to a real and growing need. As Nicole Lind explains, many families are facing significant financial strain, making community support especially critical during the holidays.
“Right now, we know that a lot of families are struggling financially. So, the need for organizations like Holiday Helpers is more than ever,” she shares. With Holiday Helpers having supported thousands of families over the years, she describes it as “a really worthwhile cause to support,” particularly at a time when people are actively seeking help and hope.
A Moment That Made It Stick
The Beer Store’s involvement with Holiday Helpers began more than a decade ago, starting with a small department sponsoring a single family. That first year left a lasting impression. Nicole recalls the opportunity to personally deliver the family’s gift package, arriving at a deeply emotional moment.
“It was a mom who was getting her kids back for the first time for Christmas, and we delivered at the time she was setting up the bedroom,” she explains. Showing up at the door with a Christmas tree and presents made the experience unforgettable. “It was a very moving moment, really memorable. It really stuck with us… as a very vivid memory to keep coming back and sponsoring you guys.”
That experience quickly spread through word of mouth within the organization. Since then, The Beer Store has continued to sponsor a family each year, while inviting different volunteer groups from across the company to come into the warehouse to wrap gifts and assist with deliveries. What started as a small initiative grew into a meaningful annual tradition rooted in shared purpose and connection.
Growing Impact Through Community and Action
Over the past 12 years, sponsoring families has remained a constant. Four years ago, however, The Beer Store’s involvement expanded even further. Through its Women’s Initiative Network and employee resource group, the organization launched a point-of-sale fundraising campaign in recognition of the International Day to End Violence Against Women.
“Over the past four years we’ve been doing this, we have raised almost $100,000 for Holiday Helpers,” Nicole shares. She notes how impactful it has been not only to raise funds, but also to see employee resource group members come into the warehouse to wrap and deliver gift packages firsthand.
One of the most meaningful experiences came from sponsoring a family new to Canada from Mexico. Their two teenage sons were adjusting to Ontario’s high school system and had asked for a laptop to support their education. Through a vendor partner, The Beer Store was able to provide one. Nicole remembers receiving their thank-you note after the holidays and learning how far the impact reached. The laptop supported the boys’ schooling and tutoring, while their parents enrolled in ESL classes. It helped the entire family adjust to life in Canada and continue pursuing their goals.
When asked what she would say to other organizations considering getting involved, Nicole does not hesitate. “I really encourage other organizations that have the platform and the means to provide exposure to a charity like this,” she says. Beyond the impact on families, she highlights the value for teams themselves. Taking a few hours during a hectic season to volunteer, witness the work up close, and be part of the magic has become the highlight of her holiday season. It is a pause that brings perspective, gratitude, and a renewed understanding of what truly matters.