Marketing & Product Guide. Promotion Dates: Trade Copy Only. October 11 November 7, 2009

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1 Marketing & Product Guide Promotion Dates: October 11 November 7, 2009

2 Table of Contents Introduction Thematic Signage Cross-Marketing Shelf Talkers Canadian Whisky Glass Shelf Talkers Informative Whisky Shelf Talkers Help Reduce Hunger Advertising Everything Whisky FSI Participating Stores Pod Program Gifting & Packaging Bordeaux Wines Cheers to Cider Promotional Fixture Corporate Promotional Programs Ontario Superstars/ Popular Pick Program What s Your Whisky Mixed Drink Fixtures Premium/Specialty Beer Program Special Events Sold Space Programs End Aisle Display Brands Discovery Shelf Extenders Community Shelf Extenders Green Extender IMAGE Shelf Talker Limited Time Offers Value Added Program AIR MILES Reward Miles Bundling AIR MILES Reward Miles Necktags Contests Food & Drink Display Table Guidelines STORES WITH DISPLAY TABLES WILL HAVE AN EXTRA SECTION AT THE BACK OF THIS GUIDE. Liquor Control Board of Ontario, 2009 No part of this guide may be reproduced or transmitted in any form by any electronic, mechanical or other means, including photocopying, recording, or used in any store retrieval system, without permission in writing from the Liquor Control Board of Ontario. Liquor Control Board of Ontario Marketing Communications Dept. # Lake Shore Blvd. East Toronto, Ontario M5E 1A4 The information contained in this publication is for the Liquor Control Board of Ontario internal use only. Published in Canada. Printed on 100% recycled paper. 2 Promotional Turn 8: What s Your Whisky?

3 Promotional Guide

4 Introduction Overview In our What s Your Whisky? campaign, we want to attract new customers to the whisky category particularly young males who may not have been introduced to the culture and traditions of whisky. This is the man who is looking for something more sophisticated and is ready to graduate from beer to whisky as the drink of choice. Featuring Canadian Whisky, American and Irish Whiskey and Scotch during PT8, allows us the opportunity to show just how this classic drink is still versatile, with plenty of inherent cool factor. P8 Music When it comes to enjoying a whisky, neat or mixed, it is always better when accompanied by the blues. For P8, we serve up blues music with country, R n B, rock n roll, sometimes acoustic, sometimes electric. Moody stuff and always satisfying just like a smooth glass of whisky. 4 Promotional Turn 8: What s Your Whisky?

5 Thematic Signage

6 Thematic Signage Continued Component Where to install sign Re-order Code Images End Aisle Backer Cards Dimensions: 30 w x 24 h Where Product Code Generic What's Your Whisky End Aisle 1 Dewars Rusty Nail End Aisle 2 Wiser's Deluxe Manhattan End Aisle 3 Wisers Special Blend Rye & Cola End Aisle 4P* Canadian Club Rye & Ginger End Aisle 4S* Generic End Aisle 5 Crown Royal On the Rocks End Aisle 6 Canadian Club Reserve Old Fashioned End Aisle 7 Gibson's Finest Rye & Ginger End Aisle 8P Forty Creek Barrel Select On the Rocks End Aisle 8S Generic End Aisle 9P Grant's Family Reserve Rye & Ginger End Aisle 9S Generic End Aisle 10 Jack Daniel's Sour Mash Jack & Cola End Aisle 11 Chivas Scotch & Soda End Aisle 12P Johnnie Walter Water End Aisle 12S Generic End Aisle 13 Glenlivet Neat End Aisle 14 Laphroaig Neat End Aisle 15 Danfield's Whisky Sour End Aisle 16 Pure Gold Whisky Sour End Aisle 17 Jameson Jameson & Ginger End Aisle 18 Glenmorangie Neat End Aisle 19 Isle of Jura On the Rocks End Aisle 20 Highland Park - Neat * P indicates a Premium End Aisle. Previously referred to as A. S indicates a Standard End Aisle. Previously referred to as B. GENERIC BACKER CARD BRANDED BACKER CARD 6 Promotional Turn 8: What s Your Whisky?

7 Thematic Signage Continued Component Where to install sign Re-order Code Images Exterior Banner Install on outside of # your store. Dimensions: Banner: 43 w x 87 h Order of signs 1. What s Your Whisky? Exterior Banner Dimensions: Banner: 43 w x 87 h Exterior Banner Dimensions: Banner: 43 w x 87 h 2. Man in Leather Jacket # Woman with White Shirt # ALTERNATE THE PATTERN OF SIGNS (See Page 14) Marketing & Product Guide 7

8 Thematic Signage Continued Component Where to install sign Re-order Code Images Hero Display Banner Stand Insert Dimensions: Hero Display Forty Creek Whisky # w x 70 h These signs are made from recyclable material. Pricer Cards Hero Display What s Your Whisky # Dimensions: (2 versions: Forty Creek, Creemore Springs) 8 w x 7 h These signs are made from recyclable material. Thematic Insert Dimensions: 20 w x 70 h This sign is made from recyclable material. Metal Thematic Banner Stand (at front of store) What s Your Whisky? # Tasting Bar / Backlit Dimensions: 21 15/16 w x 32 9/16 h Tasting Bar or Backlit Sign Holder What s Your Whisky? # Promotional Turn 8: What s Your Whisky?

9 Thematic Signage Continued Component Where to install sign Re-order Code Images Power Aisle Banner Dimensions: 45 w x 30 h Order of Signs: 1. FRONT/BACK: What s Your Whisky # FRONT/BACK: Man in Leather Jacket 3. FRONT/BACK: Woman with White Shirt # # ALTERNATE THE PATTERN OF SIGNS (See Page 14) Social Responsibility Vinyl Cling Install on Exit Door ALWAYS REMOVE THE PREVIOUS VERSION # (English) # (French) Marketing & Product Guide 9

10 Thematic Signage Continued Component Where to install sign Re-order Code Images Thematic Transparency Dimensions: 28.5 w x 28.5 h Install in the light box closest to the main doors of the store. # What s Your Whisky? Thematic Transparency Dimensions: 28.5 w x 28.5 h Thematic Transparency Dimensions: 28.5 w x 28.5 h Install in the second light box closest to the main doors of the store. 2. Canadian Glass Neat Install in the third light box closest to the main doors of the store. 3. Rye & Ginger # # Thematic Transparency Dimensions: 28.5 w x 28.5 h Install in the third light box closest to the main doors of the store. 4. Old Fashioned # Promotional Turn 8: What s Your Whisky?

11 Thematic Signage Continued Component Where to install sign Re-order Code Images Perimeter Banner Order of Signs: Dimensions: 30 w x 30 h 1. FRONT/BACK: What s Your Whisky? # Perimeter Banner Dimensions: 30 w x 30 h Perimeter Banner Dimensions: 30 w x 30 h 2. FRONT/BACK: Canadian Glass Neat 3. FRONT/BACK: Rye & Ginger # # Perimeter Banner Dimensions: 30 w x 30 h 4. FRONT/BACK: Old Fashioned # ALTERNATE THE PATTERN OF SIGNS (See Page 14) Marketing & Product Guide 11

12 Thematic Signage Continued Component Where to install sign Re-order Code Images Window Showcard Dimensions: 28 w x 45 h Order of Signs: 1. FRONT/BACK: What s Your Whisky? # Window Showcard Dimensions: 28 w x 45 h Window Showcard Dimensions: 28 w x 45 h 2. FRONT/BACK: Man in Leather Jacket 3. FRONT/BACK: Woman with White Shirt # # Promotional Turn 8: What s Your Whisky?

13 Thematic Signage Continued Component Code Notes: Mixed Drink Poster My Liqueur: Is Whisky Based Mixed Drink Poster My Whisky: Is Pure Luxury Mixed Drink Drum Sign My Liqueur: Is Whisky Based Mixed Drink Drum Sign My Whisky: Is Pure Luxury On shelf LTO Shelf Talkers On shelf AIR MILES Shelf Talkers On shelf New Product Shelf Talkers On shelf BBAM Shelf Talkers On shelf IMAGE Shelf Talkers On shelf Thematic printed pricer cards (60 versions) On shelf Thematic regular extender strips (65 versions) On shelf Thematic community extender strips (5 versions) On shelf Thematic discovery extender strips (9 versions) On shelf Thematic blank shelf talkers (bundle of 20) On shelf Thematic blank pricer cards (bundle of 50) On shelf Thematic blank extender strips (bundle of 15) On shelf Go Green Extender Ontario Wine Superstars Full Kit Superstar complete kit Ontario Wine Superstars Popular Pick Shelf Talkers & Popular Pick Ontario Wine Superstars Superstar Shelf Talkers only Pod Flat Pod Kit Crown Royal & Alexander Keith s Pod Flat Pod Kit Wiser s Small Batch & Sleeman Honey Brown Pod Flat Pod Kit Canadian Club & Canadian Molson Pod Pricer Cards What s Your Whisky (6 versions) Promo Fixture Gifting Featured Gift (orange) Promo Fixture Sign (short) Cheers to Cider Promo Fixture Sign (long) Cheers to Cider Promo Fixture Shelf Talkers versions These signs are all made from recyclable material. Marketing & Product Guide 13

14 Thematic Signage Continued Please ensure versions are displayed as following: Exterior Banner Window Showcard Power Aisle Banner Perimeter Banner 14 Promotional Turn 8: What s Your Whisky?

15 Cross-Marketing Shelf Talkers Beer/Whisky Cross-Marketing Shelf Talker To help our customers make a connection between beer and corresponding whisky products, we have created cross-marketing shelf talkers. Shelf talkers placed in the Beer section will direct the consumer to the Canadian Whisky section and vice versa. Participating Products Install the cross-marketing shelf talkers in front of the corresponding product in their regular shelf location. Please note this is not a mistake, we would like to make whisky shoppers aware of corresponding beer products and vice versa. LCBO # of Whisky Product Whisky Product LCBO # of Beer Product Corresponding Beer Product 125 Canadian Club 1140 ml Molson Canadian 473 ml Crown Royal 1140 ml Alexander Keith s India Pale Ale 473 ml Wiser s Small Batch Whisky 750 ml Sleeman Honey Brown Lager 473 ml Forty Creek Barrel Select 750 ml 6445 Creemore Springs Premium Lager 473 ml LCBO # Whisky Product Shelf Talker Placement 125 Canadian Club 1140 ml Place Molson Canadian Shelf Talker in front of Canadian Club product Crown Royal 1140 ml Place Alexander Keith s Shelf Talker in front of Crown Royal product Wiser s Small Batch Whisky 750 ml Place Sleeman Shelf Talker in front of Wiser s Small Batch Whisky product Marketing & Product Guide 15

16 Cross-Marketing Shelf Talkers Continued LCBO # Whisky Product Shelf Talker Placement Forty Creek Barrel Select 750 ml Place Creemore Springs Shelf Talker in front of Forty Creek Barrel Select product LCBO # Beer Product Shelf talker to be installed 6445 Creemore Springs Premium Lager 473 ml Sleeman Honey Brown Lager 473 ml Molson Canadian 473 ml Place Forty Creek Barrel Select Shelf Talker in front of Creemore Springs product Place Wiser s Shelf Talker in front of Sleeman Honey Brown Lager product Place Canadian Club Shelf Talker in front of Molson Canadian product Alexander Keith s India Pale Ale 473 ml Place Crown Royal Shelf Talker in front of Alexander Keith s product 16 Promotional Turn 8: What s Your Whisky?

17 Canadian Whisky Glass Shelf Talkers Canadian Whisky Glass Shelf Talker The Official Canadian Whisky Glass developed by the LCBO in collaboration with its trade partners and The Glencairn Crystal Studio of Scotland will be merchandised during P8 with shelf talkers. This beautiful glass has many unique selling features that make it distinctly Canadian. An etched maple leaf on the bottom of the glass is visible through the whisky. The glass has also been designed to condense the aromas, much like a brandy snifter, thereby enhancing the drinking experience. The lip of the glass has been shaped in such a way as to pour the whisky onto the tip of the tongue where the sweetness of the Canadian Whisky will be best detected. Finally, the glass has been created with hand-feel in mind, incorporating a comfortable shape with a weighted base. Please merchandise the whisky glass on End Aisles 2-9. Install the shelf talker in front of the single unit glasses on the End Aisles shelf. Marketing & Product Guide 17

18 Informative Whisky Shelf Talkers Overview To help bring the Canadian Whisky section to life during P8, we are providing shelf talkers. These shelf talkers give customers ideas how Canadian Whisky can be enjoyed. (For example Rye & Cola). We have also created two shelf talkers; the first highlights the mixability of Canadian Whisky and the other tells customers why we say Rye. Participating Stores All stores Key Dates Start Date: October 11 End Date: November 7 Components 1. Flat Branded Shelf Talkers (5 w x 4 h) 7 versions Wiser s (Manhattan) Wiser s Small Batch (Rye & Cola) Canadian Club (Rye & Ginger) Crown Royal (On the Rocks) Canadian Club Reserve (Old Fashioned) Gibson s (Rye & Ginger) Forty Creek (On the Rocks) EXAMPLE OF FLAT BRANDED SHELF TALKER Install the pre-printed shelf talkers in front of their respective products in their regular shelf location. 18 Promotional Turn 8: What s Your Whisky?

19 Informative Whisky Shelf Talkers Continued Components continued 2. Generic Canadian Whisky Shelf Talker (5 w x 4 h) These shelf talkers communicate the positive characteristics of how Canadian Whisky can be light, smooth and mixable. Install the pre-printed shelf talkers within the Canadian Whisky in-section. EXAMPLE OF GENERIC CANADIAN WHISKY SHELF TALKER 3. Rye Shelf Talker (3.5 w x 6 h) PERPENDICULAR These perpendicular shelf talkers answer the common question of why Canadians refer to Whisky as Rye. Install these shelf talkers within the Canadian Whisky in-section using the provided perpendicular clips. 19

20 Help Reduce Hunger Promotion Dates: October 11 November 7, 2009 Help Reduce Hunger with Boisset Family Estates During P8, Boisset Family Estates is partnering with Food Banks Canada. The objective of the partnership between Boisset and Food Banks Canada is as follows: To provide financial support to Food Banks Canada. To raise awareness of hunger in Canada. Give back at a time when the need is greatest. About Food Banks Canada Food Banks Canada is the national charitable organization representing the food bank community across Canada. Donations will reach hungry Canadians in the local communities in which they were donated. Background Info on The Need 1 in 11 Canadians struggles with hunger each year. That s 2.7 million Canadians or 8.8% of the population.* More than 700,000 Canadians access a food bank every month.* 37% of food bank clients are children and 50% of households accessing food banks have at least one child.** Food bank usage is 6% higher than in 1997, the first year for which comparable data is available.** * Source: Income-Related Household Food Security in Canada, (2004). Office of Nutrition Policy and Promotion Health Products and Food Branch ** Source: Food Banks Canada HungerCount2008: Food Banks Canada s national survey of food banks and emergency food programs 20 Promotional Turn 8: What s Your Whisky?

21 Help Reduce Hunger Continued Participating Products LCBO # Description Format Price French rabbit Pinot Noir Carton 1000 ml $ Green rabbit Organic Merlot Carton 1000 ml $ De Loach Merlot California Series 750 ml $ De Loach Cabernet Sauvignon California Series 750 ml $ De Loach Zinfandel California Series 750 ml $ French rabbit Merlot Carton 1000 ml $ French rabbit Cabernet Sauvignon Carton 1000 ml $ French rabbit Chardonnay Carton 1000 ml $11.95 Selected VINTAGES products in market during Period De Loach Russian River Valley Pinot Noir ml $ De Loach California Series Chardonnay ml $17.95 Signage and Merchandising Instructions Help Reduce Hunger Shelf Talkers $0.50 from the purchase of each bottle of the participating products sold in P8 will go to Food Banks Canada to raise enough money to provide the equivalent of 100,000 meals for Canada s hungry. Shelf Talkers have been created to communicate this message in store. Please ensure you place Shelf Talkers with the participating products throughout the promotion. All stores will receive shelf talkers. EXAMPLE OF HELP REDUCE HUNGER SHELF TALKER Discretionary Display Program Where possible, stores are encouraged to feature any of the 8 (eight) participating products on a Discretionary End Aisle. Neck Tags Supplier produced neck tags have also been approved for this promotion. These neck tags will be rep applied. Marketing & Product Guide 21

22 Help Reduce Hunger Continued Food Collection Program Food Collection Bins will be placed in select, District Manager approved stores. Selected stores will be notified in advance of the promotion. The Local Food Bank (if they choose to participate) will contact the LCBO store manager to coordinate placing a food collection bin at the store. The Local Food Bank will provide the food collection bin (size of bin will be at the store manager s discretion). The bin should be placed just beyond checkout or within the entry way, not directly in the store. The Food Bank will coordinate a time to deliver the bin and will make arrangements to pick up bins as required by store managers. 22 Promotional Turn 8: What s Your Whisky?

23 Advertising

24 Advertising Everything Whisky FSI Overview Who knew that whisky could be such a fascinating topic? In this 32-page special edition, we trace whisky s journey from its proud heritage across the Atlantic to the trendiest cocktails being served in Ontario pubs and clubs today with many fun stops and intriguing encounters along the way. For instance, you ll meet jazz singer/scotch connoisseur Matt Dusk, and expert Canadian vintner-turned-whiskymaker John Hall. You ll discover why whisky has a special affinity for chocolate, and why we Canadians persist in calling our whisky rye. Wondering which whisky suits your personality, or how best to savour it or share it with company? The answers are all here. In short, you ll find everything you need to fully explore and enjoy the wonderful world of whisky. And best of all, you don t have to be a whisky expert the LCBO s got that covered for you. Circulations The FSI will be dropped in the following newspapers on Saturday, October 17, 2009: Globe and Mail Toronto Star Ottawa Citizen London Free Press Hamilton Spectator Windsor Star Kingston Whig-Standard Sudbury Star Kitchener-Waterloo Record Woodstock Review Thunder Bay Chronicle Peterborough Examiner The FSI will also be dropped in the following newspapers on Sunday, October 18, 2009: Toronto Sun Ottawa Sun 24 Promotional Turn 8: What s Your Whisky?

25 Advertising Everything Whisky FSI Continued Radio We will be running a 4-week radio campaign on all major radio stations. Participating Products LCBO # Product Name Format Support Programs 125 Canadian Club 1140 ml 1800 Wiser's Deluxe 1140 ml $ Teacher's Highland Cream 750 ml $ Chivas Regal 12 Year Old 750 ml $ Johnnie Walker Black 12 Year 750 ml $ Crown Royal 1140 ml $ Jameson Irish Whiskey 750 ml $ Dewar's White Label 750 ml 8 BAM Bushmills Irish Whiskey 750 ml $ Laphroaig Quarter Cask Single Islay Malt 750 ml $ The Glenlivet 12 Year Malt 750 ml $ Pure Gold Whisky (P.E.T.) 1140 ml 10 BAM Isle Of Jura Superstition Single Malt 750 ml 15 BAM Jack Daniel's Sour Mash 750 ml Bulleit Bourbon Frontier Whiskey 750 ml Bushmills Black Bush 750 ml Glenkinchie 12 Year Old Lowland Single Malt 750 ml Glenmorangie Single Malt 750 ml 7 BAM Wiser's Small Batch Whisky 750 ml $ Century Reserve 15 Year Old Whisky 750 ml $ Auchentoshan 12 Year Old Single Malt Scotch 750 ml Bushmills Malt 10 Year Old 750 ml The Black Grouse 750 ml 10 BAM Gibson's Finest Sterling Edition 750 ml $ Cragganmore 12 Year Old Single Malt 750 ml Lagavulin 16 Year Malt 750 ml Dalwhinnie 15 Year Malt 750 ml Marketing & Product Guide 25

26 Advertising Everything Whisky FSI Continued LCBO # Product Name Format Support Programs Oban 14 Year Old Single Malt 750 ml Talisker 10 Year Old 750 ml Whyte & Mackay Special Reserve 750 ml 7 BAM Bowmore 12 Year Old Islay Single Malt 750 ml $ Islay Mist Scotch 8 Year Old 750 ml 10 BAM Gentleman Jack Rare Tennessee Whiskey 750 ml Centennial 10 Year Old Limited Edition Rye 750 ml $ Jack Daniel's Single Barrel Whiskey 750 ml $ Highland Park Single Malt 18 Year Old 750 ml Forty Creek Barrel Select 750 ml 6 BAM The Macallan Fine Oak 10 Year Old Scotch 750 ml $ Danfield's Private Reserve Small Batch 750 ml $ Glenfiddich Single Malt 12 Year Old 1140 ml $ Té Bheag Connoisseurs' Blend, Unchilfiltered (Pràban na Linne) 700 ml 26 Promotional Turn 8: What s Your Whisky?

27 Column Heading Hero Display Thematic Banner Insert Participating Stores Key Number of Inserts shipped Number of Inserts shipped POD Program End Aisles Backer Cards Regular & Community Extenders Discovery Extenders Green Extenders Exterior Banners Showcards 3 = Store builds all three Pods Number of Sold End Aisles and (P)remium or (S)tandard Flight Number of Backer Cards shipped for each period Number of Regular Extenders shipped See Sold Space Program Extender Section for participating extender locations. 5 = Community Extender Program Number of Discovery Extenders shipped Number of Green Extenders shipped Number of Exterior Banners shipped, or (T) = Number of Exterior Transparencies shipped Number of Window Showcards shipped Power Aisle Banners Perimeter Signs Promo Fixture Ends Feature Gift Number of Power Aisle Banners shipped Number of Perimeter Banners shipped, or Number of Perimeter Transparencies shipped S= Short Fixture L= Long Fixture Y= Store participates in the program Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Y= Store participates in the program Y = Store receives the complete signage kit, or ST = Store only receives the Shelf Talkers Y = Store participates in the program Y = Store participates in the program Y = Store participates in the program

28 Participating Stores Continued Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S S Y Y Y Y 2 ST ST 3 8P Y 4 1 8P Y Y P S Y Y Y Y 6 1 8S S+1L Y Y Y S Y ST ST P Y Y Y Y S S+1L Y P Y S S+1L Y 14 10S S+1L Y Y Y P S Y Y Y Y 2 16 ST ST 18 8S Y Y S S Y Y Y Y S S+1L Y Y P S Y Y Y Y S S Y Y S S+1L Y 24 8S Y P S+1L Y Y Y P S+1L Y S S+1L Y Y S Y Y S ST Y P S Y Y Y Y S S+1L ST ST S S Y Y Y P S Y Y Y S S Y Y Y Y P Y P S Y Y Y Y S Y P S Y Y Y Y S ST Y S Y S S Y Y S S+1L Y ST Y 47 10S S+1L Y Y ST ST Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink ST ST S S Y Y 51 ST ST 52 ST Y ST ST 54 5S ST ST S Y S Y S S Y Y Y S Y Y S S+1L Y S S+1L Y Y Y Y S S+1L Y Y S S Y Y S S+1L Y Y S S Y Y Y S Y ST Y ST Y S S+1L Y Y 69 5S ST Y 70 8S ST Y ST ST 72 10S S+1L Y Y S S+1L Y S Y ST Y ST Y Y 78 5S ST Y S S+1L Y Y S S+1L Y Y S ST Y S Y Y S Y Y Y ST ST S Y S Y ST Y S ST Y ST Y S S+1L Y Y S ST Y ST Y 28 Promotional Turn 8: What s Your Whisky?

29 Participating Stores Continued Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S S Y Y ST Y S S Y Y Y Y ST Y 97 10S S Y Y ST Y S ST Y S S+1L Y Y Y S S Y Y Y S ST Y ST Y ST Y S S Y Y Y ST Y ST Y S ST Y 110 5S ST Y ST Y ST Y ST Y ST Y P S Y Y Y Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y Y ST Y ST Y ST Y ST Y ST Y S S+1L Y Y ST Y S S Y Y ST Y ST Y S ST Y ST Y Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink ST Y ST ST P S+1L Y Y ST Y ST Y P S+1L Y Y Y S Y S S Y Y ST Y ST Y P S Y Y Y Y P S Y Y Y Y ST Y S Y 153 8S S Y Y S S Y Y Y S S+1L Y Y P S+1L Y Y Y ST Y ST Y ST Y Y ST Y ST Y S S+1L Y P S Y Y Y Y S S+1L Y Y Y ST Y S Y P S Y Y Y ST Y ST Y S S Y Y Y Y ST Y ST Y ST Y S S+1L Y Y Y ST Y ST Y P S+2L Y Y Y ST Y Y P S+1L Y Y 183 5S Y Y Marketing & Product Guide 29

30 Participating Stores Continued Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S ST Y P S+1L Y Y Y S Y Y S S Y Y Y Y S S+1L Y ST Y S S+1L Y Y S S Y Y Y S S+1L Y Y ST Y ST Y S S+1L Y S S+1L Y Y S ST Y S S Y Y Y Y S Y S S Y Y S S+1L Y Y 202 8S S+1L Y Y 203 Y ST Y ST Y S S Y Y Y S ST Y S S Y Y Y S S Y Y S Y Y P S Y ST Y ST Y S S Y Y S Y P S Y Y Y Y S S+1L Y Y Y ST Y ST Y ST ST S ST Y S ST Y ST Y S ST Y S S Y Y Y Y S Y S S+1L Y Y S ST Y Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink ST Y ST Y S ST Y S Y S S+1L Y ST Y S ST Y Y ST Y ST Y ST Y S S+1L Y Y P S Y Y Y Y S S Y Y ST Y S S+1L Y Y S ST Y P S+1L Y S S+1L Y Y 250 5S ST ST ST Y S S Y Y Y Y P S Y Y Y Y ST Y S S Y Y Y ST Y ST Y ST Y ST Y 260 5S ST Y ST Y ST Y S S+1L Y Y ST Y S S Y Y Y S ST Y ST Y 268 5S ST ST S S Y Y S ST Y ST Y ST Y ST Y ST Y 30 Promotional Turn 8: What s Your Whisky?

31 Participating Stores Continued Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Y ST Y ST Y S S Y Y Y S S+1L Y Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y S S+1L Y Y Y P S Y Y Y Y Y ST Y ST Y ST Y ST Y ST Y P S+1L Y Y Y ST Y ST Y P S+1L Y Y Y Y S S+1L Y Y Y ST Y 302 5S 5 5 ST Y ST Y S ST Y ST Y Y ST Y ST Y ST Y 310 5S Y P S+1L Y Y Y S Y ST Y ST Y ST Y ST Y ST Y Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink ST Y S+1L ST ST S Y ST Y ST Y P S+1L Y Y S S Y Y Y Y S Y S ST Y ST Y P S Y Y Y Y ST Y ST Y ST Y 333 Y ST ST Y S S Y Y Y Y ST Y ST Y ST Y ST Y ST Y S S Y Y S Y S S+1L Y Y Y S S+1L Y P S Y Y Y ST Y ST Y ST Y ST Y S S+1L Y Y ST Y P S+1L Y Y Y Y P S Y Y Y Y S Y ST ST S S+1L Y Y P S Y Y Y Y S S Y Y Y Y S S Y Y 363 5S ST ST ST Y Marketing & Product Guide 31

32 Participating Stores Continued Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink 365 ST ST S S+1L Y P S Y Y Y Y ST Y ST Y S S Y Y Y Y ST Y S S Y Y Y Y ST Y ST Y S S Y Y Y ST Y ST Y S S+1L Y Y S S+1L Y Y S S Y Y Y P S+1L Y Y S S Y Y Y Y S S Y Y Y S S Y Y P S Y Y Y S S+1L Y Y Y P S Y Y Y P S Y Y Y Y S S+1L Y Y ST Y S S Y Y Y ST Y S S+1L Y Y 401 8S Y S S+2L Y Y ST ST S S Y Y Y ST Y 406 5S Y P S+1L Y Y S S+1L Y ST Y ST ST 411 8P S+1L Y P S Y Y Y Y ST Y Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink ST Y P Y S S Y Y Y Y P S Y Y Y Y ST ST Y 420 ST ST ST Y ST Y ST Y S S Y Y Y S S Y Y 427 ST ST S S Y Y Y Y Y S S Y Y Y S S Y Y Y Y ST Y S S Y Y Y ST Y 436 5S ST ST S S Y Y Y S S Y Y Y Y ST Y ST Y ST Y ST Y P S+1L Y Y Y S S+1L Y Y S S Y Y Y Y Y ST Y ST Y ST Y Y ST Y Y Y Y P S+1L Y Y ST Y ST Y P S Y Y Y Y S Y 32 Promotional Turn 8: What s Your Whisky?

33 Participating Stores Continued Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S S Y Y Y ST Y Y ST Y ST Y ST Y S S Y Y Y ST Y S Y ST Y ST Y S S+1L Y Y Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y P S+1L Y Y Y ST Y Y S S+1L Y Y P Y ST Y ST Y ST Y S S Y Y Y ST Y ST Y P S+1L Y Y Y Y S S Y Y Y Y ST Y S Y P S Y Y Y Y S S+1L Y Y Y Y ST Y P S Y Y Y Y ST Y Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S ST Y ST Y ST Y ST Y 512 ST ST Y ST Y 515 ST ST ST Y S ST Y S S+1L Y Y ST Y ST Y P S+1L Y Y P S Y Y P S Y Y Y ST Y P S Y Y Y Y ST ST ST Y P S Y Y Y Y S ST Y ST Y ST Y ST ST Y S Y ST Y P S Y Y ST Y 538 ST ST S Y S S Y Y ST Y P S Y Y Y Y ST Y S S Y Y S S Y Y S S Y Y Y ST Y ST Y S S Y Y Y Y ST Y 552 8S Y P S+1L Y Y Marketing & Product Guide 33

34 Participating Stores Continued Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S S Y Y Y P S Y Y Y Y ST Y ST Y S S Y Y ST Y ST Y ST Y S Y S S+1L Y ST Y P S+1L Y Y ST Y P S+1L Y Y Y S Y ST Y 571 Y Y S S+1L Y Y P S Y Y Y Y ST Y S S Y Y Y Y ST Y ST Y S ST Y S S+1L Y Y Y ST Y ST Y ST Y S S Y Y Y S S+2L Y Y Y Y S S+1L Y Y ST Y Y P S Y Y Y Y ST Y P S+1L Y Y ST Y ST Y ST Y ST Y 598 ST ST ST Y S S Y Y Y S S+1L Y Y Y Store # Hero Display Thematic Banner Insert Thematic POD Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y S S Y Y S S Y Y Y S Y Y ST Y P S Y Y Y Y P S Y Y Y Y ST Y S S Y Y Y P S Y Y Y Y S S Y Y Y Y S S Y Y Y ST ST 697 ST ST S S Y Y Y S S Y Y ST Y Y P S Y Y Y Y P S+1L Y Y Y S S Y Y Y Y 34 Promotional Turn 8: What s Your Whisky?

35 Pod Program The pod program consists of three Sold Space displays that will feature Canadian Whisky and beer products in the most favourable and high traffic locations of participating stores. Participation is mandatory for selected stores. If you have questions regarding participation in this program, please direct them to your District Manager. The following guidelines apply for all pods in any configuration: Keep the product at good reach level use wooden risers when needed. Pods are always free standing floor displays. Pods should not encroach on other sold programs or impede store traffic. The positioning and size of the pods are not open to negotiation by suppliers. Only feature the products listed in this guide. Always keep the pods visible, accessible and safe to shop from. Maintain signage for the duration of the promotion. Replace or update signage as necessary. Re-merchandise and consolidate as displays sell down.

36 Pod Program Continued All participating products ARE NOT being force-shipped. Please ensure you order (adjust your MINS) and have sufficient quantity to build and maintain the POD display throughout the promotion. Usually the pod program consists of three Sold Space displays that will feature New, Hot or Premium products in the most favourable and high traffic locations of participating stores. For P8, the PODS have NO priority placement. Stores may place the PODS in order of preference. Canadian Classics Pod LCBO # Alexander Keith s India Pale Ale 473 ml LCBO #10108 Crown Royal 1140 ml Components: Flat Merchandiser with Topper Preprinted Pricer Card (2 versions x 1 ) Celebrated Canadians Pod LCBO #39651 LCBO #95315 Sleeman Honey Brown Lager 473 ml Wiser s Small Batch Whisky 750 ml Components: Flat Merchandiser with Topper Preprinted Pricer Card (2 versions x 1 ) Canadian Favourites Pod LCBO # Molson Canadian 473 ml LCBO #125 Canadian Club 1140 ml Components: Flat Merchandiser with Topper Preprinted Pricer Card (2 versions x 1 ) 36 Promotional Turn 8: What s Your Whisky?

37 Pod Program Continued Product Planogram Backer Cards A FACE PRODUCT B FACE PRODUCT FACE PRODUCT FACE PRODUCT Canadian Classics POD Alexander Keith s India Pale Ale Crown Royal BACKER CARD Celebrated Canadians POD Sleeman Honey Brown Lager Wiser s Small Batch Whisky BACKER CARD TRAFFIC FLOW TRAFFIC FLOW POD - ALEXANDER KEITH S INDIA PALE ALE The PODs should be built in the power aisle or in another prominent location. CROWN ROYAL C Canadians Favourites POD Molson Canadian Canadian Club POD - FACE PRODUCT FACE PRODUCT BACKER CARD +125 FRONT OF STORE TRAFFIC FLOW SLEEMAN HONEY BROWN LAGER WISER S SMALL BATCH WHISKY For P8, the PODs have no priority placement. Stores may place the PODS in order of preference. POD - MOLSON CANADIAN CANADIAN CLUB Marketing & Product Guide 37

38 38 Promotional Turn 8: What s Your Whisky?

39 Gifting & Packaging Please Note - These items are always available for ordering: Year Round Gift Wrapping Kit ( ) Order from your supplying warehouse Each case contains: 24 cello bags (20 x 30) 20 lbs of French Vanilla krinkle shred 24 sheets of newsprint (18 x 24) 1 roll of matte oatmeal wraphia Year Round Sheeted Wrap ( ) Order from your supplying warehouse Plexi Gift Bag Holder Order from IMAGE Hotline (order #GFT 100) Generic Header Card for the Acrylic Gift Card Holder Order from IMAGE Hotline (order #GFT 095) Reusable Bags Order from your supplying warehouse Envirobag 4-pocket carrier Seasonal Eco-Chic 6-pocket Bag Spring Woven Polypropylene Shopper Year-round Medium Shopper

40 Please continue to merchandise P7 gifting items if your store has any left. Merchandise whatever vessels/bags you have on the Front End of the Promotional Fixture in IMAGE Rollout stores. Flagship, full service stores should merchandise them in the Gift Centre. Not all participating Gifting stores will have left over vessels/bags and each store will vary in selection. Coming Soon Watch for exciting new gifting opportunities coming for the Holiday promotion! 40 Promotional Turn 8: What s Your Whisky?

41 Bordeaux Wines

42 Bordeaux Wines Overview Bordeaux wines offer great price quality value from well known, acclaimed producers so LCBO customers can buy these wines with confidence. They are great with food or on their own. Our objectives to promote these Bordeaux wines are: To educate our customers about Bordeaux as a high quality wine region; To demystify the wines and the labels; and To make Bordeaux wines a good everyday choice for our customers. As a call to action to entice incremental purchases of Bordeaux wines, we are offering a bundling Bonus AIR MILES offer: Buy any two Bordeaux wines, get 10 Bonus AIR MILES reward miles. Buy any three Bordeaux wines, get 15 Bonus AIR MILES reward miles. Buy any four Bordeaux wines, get 20 Bonus AIR MILES reward miles and so on. Key Dates Install: October 11, 2009 Take Down: November 7, 2009 Participating Stores All stores. 42 Promotional Turn 8: What s Your Whisky?

43 Bordeaux Wines Continued Participating Products LCBO # Description Format Price 943 Mouton Cadet Rouge 750 ml $ Mouton Cadet Blanc 750 ml $ Château Timberlay 750 ml $ Calvet Saint Emilion 750 ml $ Château Puyfromage 750 ml $ Calvet Medoc 750 ml $ Calvet Reserve Red 750 ml $ Mouton Cadet Reserve Medoc 750 ml $ A. Lurton Château Bonnet 750 ml $ Château De Terrefort 750 ml $ Calvet Château St Germain 750 ml $ Dourthe Château Pey La Tour Bordeaux 750 ml $ Crus & Dom. De France Château De Courteillac 750 ml $ Château Des Laurets St Emilion Puisseguin 750 ml $ Château Canada Bordeaux Supérieur 750 ml $ A Luze & Fils Château Bel Air 750 ml $11.95 Signage and Merchandising Instructions Bundled AIR MILES Shelf Talkers Install the pre-printed shelf talkers among participating products in their regular shelf location. Hot Buttons To reinforce the message that Bordeaux wines go great with food, Bordeaux wine and food matching hot buttons have been created. Install the hot buttons as close to the featured Bordeaux wines as possible. 43

44 Signage and Merchandising Instructions continued Perpendicular Shelf Talker To reinforce product attributes for the featured Bordeaux wines. Install amongst featured products along with the AIR MILES shelf talkers and the hot buttons. Advertising Sopexa has produced a Free Standing Insert for the GTA and Ottawa regions to be distributed via Toronto Star and Ottawa Citizen on October 21. The FSI, as well as the LCBO website, will feature all of the participating products along with the Bundled AIR MILES reward miles offer. 44 Promotional Turn 8: What s Your Whisky?

45 Cheers to Cider

46 Cheers to Ciders Overview The onset of fall welcomes rich colours and beautiful bounties. In keeping with the season, the P8 promotional fixture will feature six refreshingly flavourful ciders. Six separate online banner ads, each spot highlighting one of the ciders, will run on various websites from October 11 to November 7. In addition to the online banners, a postcard will be mailed out to the following areas in Ontario: Dufferin-Peel Windsor London Sudbury Timmins Cheers to Cider Contest Contest details: Enter online for your chance to win a $500 gift voucher to a Jack Astor s restaurant. To enter the contest, visit and click on the LCBO s Cider Contest button. Contest starts on October 11, and ends November 7, Visit for complete contest rules. PERPENDICULAR SHELF TALKER PROMOTING CHEERS TO CIDER CONTEST (SEE PAGE 48 FOR DETAILS) 46 Promotional Turn 8: What s Your Whisky?

47 Cheers to Ciders Continued Key Dates Install: October 11, 2009 Take Down: November 7, 2009 Participating Stores 1, 3, 4, 5, 6, 8, 9, 10, 11, 12, 13, 14, 15, 18, 19, 20, 21, 22, 23, 25, 26, 27, 28, 29, 30, 31, 32, 34, 35, 36, 37, 38, 39, 40, 42, 43, 44, 45, 47, 49, 50, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64, 65, 66, 68, 70, 71, 72, 73, 74, 75, 77, 79, 80, 81, 82, 83, 84, 85, 86, 87, 88, 90, 91, 92, 93, 94, 95, 96, 97, 98, 99, 100, 101, 102, 103, 104, 106, 107, 108, 109, 111, 113, 115, 116, 117, 118, 122, 123, 125, 128, 130, 132, 133, 135, 136, 139, 140, 143, 144, 145, 148, 149, 152, 153, 154, 155, 156, 157, 158, 159, 161, 162, 163, 164, 165, 166, 167, 168, 169, 170, 171, 174, 175, 178, 179, 182, 183, 184, 185, 186, 187, 188, 190, 191, 192, 194, 195, 196, 197, 198, 199, 200, 201, 202, 203, 205, 207, 208, 209, 210, 211, 212, 213, 214, 216, 217, 218, 219, 220, 221, 222, 223, 224, 225, 226, 227, 228, 229, 231, 232, 233, 234, 236, 238, 239, 242, 243, 244, 246, 247, 248, 249, 252, 253, 254, 255, 258, 260, 261, 263, 264, 265, 266, 267, 268, 269, 270, 273, 275, 276, 277, 278, 279, 281, 282, 284, 287, 288, 289, 291, 293, 294, 295, 296, 297, 298, 299, 300, 301, 303, 304, 306, 310, 311, 312, 314, 316, 317, 318, 320, 321, 323, 324, 325, 326, 327, 328, 329, 330, 331, 334, 335, 340, 342, 343, 344, 345, 346, 351, 352, 353, 355, 356, 359, 360, 361, 362, 364, 366, 367, 369, 371, 372, 373, 374, 378, 379, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 393, 394, 398, 400, 401, 402, 404, 406, 407, 408, 411, 412, 414, 415, 416, 417, 418, 419, 420, 425, 426, 428, 431, 432, 434, 437, 438, 440, 443, 444, 445, 446, 448, 450, 452, 453, 454, 455, 457, 458, 459, 461, 462, 465, 467, 468, 470, 475, 478, 481, 483, 484, 485, 489, 490, 492, 494, 495, 496, 497, 499, 501, 504, 505, 507, 508, 509, 515, 517, 518, 520, 521, 522, 523, 524, 525, 527, 528, 529, 530, 531, 532, 533, 536, 538, 539, 540, 542, 543, 544, 545, 546, 549, 553, 555, 556, 559, 560, 561, 562, 563, 564, 566, 568, 569, 572, 573, 575, 576, 578, 579, 581, 582, 584, 586, 587, 589, 590, 593, 594, 595, 596, 599, 600, 601, 602, 612, 616, 617, 618, 620, 623, 624, 629, 630, 631, 632, 698, 700, 702, 742, 771, 776, 861 Participating Products LCBO # Description Format Gaymers Original Cider 500 ml Strongbow Cider 500 ml Bulmers Original Cider 568 ml Domaine Pinnacle Ice Cider 375 ml Magners Original Irish Cider 500 ml Cracked Apple Cider 500 ml Marketing & Product Guide 47

48 Signage and Merchandising Instructions The Fall Harvest is in Hot Button (1 version) Install the hot button in front of the single format imported products in the beer and fridge section. Pre-printed shelf talkers (6 versions French/English) Install the pre-printed shelf talkers in front of each participating product in their regular shelf location. Perpendicular Contest shelf talker (1 version) Install the perpendicular contest shelf talker in the beer and fridge section. THE FALL HARVEST IS IN. TRY A CIDER! HOT BUTTON EXAMPLE OF CHEERS TO CIDER SHELF TALKER PERPENDICULAR SHELF TALKER PROMOTING CHEERS TO CIDER CONTEST 48 Promotional Turn 8: What s Your Whisky?

49 Promotional Fixture

50 Promotional Fixture Cheers to Ciders Overview The onset of fall welcomes rich colours and beautiful bounties. In keeping with the season, the P8 promotional fixture will feature six refreshingly flavourful ciders. These same ciders will also be promoted in-section. For more details, please refer to the Cheers to Ciders section found on pages 45 to 48 of this guide. Participating Stores 1, 5, 6, 11, 13, 14, 15, 19, 20, 21, 22, 23, 25, 26, 27, 31, 32, 34, 35, 36, 38, 40, 44, 45, 47, 50, 57, 59, 60, 61, 62, 63, 64, 68, 72, 73, 79, 80, 83, 90, 93, 95, 97, 101, 102, 106, 115, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 163, 164, 165, 168, 171, 175, 179, 182, 185, 187, 188, 190, 191, 192, 195, 196, 198, 200, 201, 202, 207, 209, 210, 212, 214, 217, 218, 226, 228, 234, 242, 243, 244, 246, 248, 249, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 295, 298, 300, 311, 320, 324, 325, 329, 334, 340, 343, 345, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 393, 394, 398, 400, 402, 404, 407, 408, 412, 416, 417, 425, 426, 428, 431, 432, 434, 437, 438, 443, 444, 445, 453, 457, 459, 465, 470, 481, 484, 490, 494, 495, 499, 501, 505, 518, 521, 522, 523, 525, 528, 536, 540, 542, 544, 545, 546, 549, 553, 555, 556, 559, 564, 566, 568, 572, 573, 575, 579, 584, 586, 587, 590, 593, 601, 602, 616, 617, 623, 624, 629, 630, 631, 632, 698, 700, 702, 771, 776 Signage Use the pre-printed Category Signs in the sign bands. Six versions of French/English shelf talkers were created. Please use these pre-printed shelf talkers to communicate the product information. See next page for a list of participating products. 50 Promotional Turn 8: What s Your Whisky?

51 Promotional Fixture Cheers to Ciders Continued Participating Products LCBO # Description Format Gaymers Original Cider 500 ml Strongbow Cider 500 ml Bulmers Original Cider 568 ml Domaine Pinnacle Ice Cider 375 ml Magners Original Irish Cider 500 ml Cracked Apple Cider 500 ml Merchandising Instructions The Promotional Fixture is two rounded ends at the front of the Power Aisle. Promotional Fixture Stores with two ends and a Promo Table (Featured Gifts would be merchandised on the Promo Table) Marketing & Product Guide 51

52 Promotional Fixture Cheers to Ciders Continued Merchandising Instructions (continued) Promotional Fixture Stores with two Ends and without a Promotional Table The Promotional Fixture is divided into two separate parts, the front end and the four-foot side. All the participating products that the store currently lists should be merchandised on the side of the fixture with a minimum of two facings each. Expand the facings (if necessary) to maintain a full looking display. Featured Gifts should be displayed on the rounded end. 52 Promotional Turn 8: What s Your Whisky?

53 Promotional Fixture Cheers to Ciders Continued Merchandising Instructions (continued) Stores that only have one end dedicated for the Promotional Fixture. All the participating products that the store currently lists should be merchandised on the fixture with a minimum of two facings each. Merchandise Featured Gifts on the top shelf. Marketing & Product Guide 53

54 54 Promotional Turn 8: What s Your Whisky?

55 Corporate Promotional Programs

56 Ontario Superstars/ Popular Pick Program Promotion Dates: October 11 November 7, 2009 Ontario Superstars LCBO #65359 Strewn Gewürztraminer VQA 750 ml $12.95 Aromas of lychee and citrus as well as a refreshing finish with a hint of grapefruit make this wine perfect to enjoy with rich foods like Fettuccine with Veal, Shallots and Asparagus. LCBO # Peller Estates Heritage Series Baco Noir VQA 750 ml $10.25 A medium-bodied red wine with juicy sweet black cherry flavours. An ideal match for Grilled Flank Steak with Mustard & Black Pepper Butter. Components: Backercard Shelf Talker Recipe Cards: 1. Fettuccine with Veal, Shallots and Asparagus 2. Grilled Flank Steak with Mustard & Black Pepper Butter Pricer Card Popular Pick LCBO # Pelee Island Merlot 1.5L Full-bodied with subtle black currant fruit on the nose, a dry, wellbalanced wine perfect to serve with red meats, tomato-based pasta dishes or pizza. LIMITED TIME OFFER Valid until November 8, 2009 Was: $17.95 Save: $ 1.00 Now: $16.95 Components: Backercard 56 Promotional Turn 8: What s Your Whisky?

57 What s Your Whisky Mixed Drink Fixtures Promotion Dates: October 11 November 7, 2009 Overview For both mixed drink displays, store managers will have the discretion of featuring a minimum of 4 brands, but may go as high as 8 brands per fixture. An allocation for 4, 6 or 8 products per structure has been included. Components Participating Stores Mixed Drink Posters (2 versions) Mixed Drink Drum Signs (2 versions) Display Spot #1 My Liqueur: Is Whisky Based The first mixed drink display will feature whisky-based liqueurs. LCBO # Product 1867 Drambuie 750 ml 5959 Bailey s Irish Cream 750 ml Irish Mist 750 ml O Darby s Irish Cream 750 ml Carolans Irish Cream 750 ml Glayva 750 ml O Casey s Irish Cream 750 ml Dr. Mcgillicuddy 750 ml See the Participating Stores section of this guide. Allocation for 4 products. Select 4 products from the list above. # of Original Fixture New Fixture LCBO# Description Format Shelves # of bottles # of bottles This display features whisky-based liqueurs Product 1 Whisky Based Liqueur 750 ml Product 2 Whisky Based Liqueur 750 ml Product 3 Whisky Based Liqueur 750 ml Product 4 Whisky Based Liqueur 750 ml Marketing & Product Guide 57

58 What s Your Whisky Mixed Drink Fixtures Continued Allocation for 6 products Select 6 products from the list on the previous page. # of Original Fixture New Fixture LCBO# Description Format Shelves # of bottles # of bottles This display features whisky-based liqueurs Product 1 Whisky Based Liqueur 750 ml Product 2 Whisky Based Liqueur 750 ml Product 3 Whisky Based Liqueur 750 ml Product 4 Whisky Based Liqueur 750 ml Product 5 Whisky Based Liqueur 750 ml Product 6 Whisky Based Liqueur 750 ml Allocation for 8 products Select 8 products from the list on the previous page. # of Original Fixture New Fixture LCBO# Description Format Shelves # of bottles # of bottles This display features whisky-based liqueurs Product 1 Whisky Based Liqueur 750 ml Product 2 Whisky Based Liqueur 750 ml Product 3 Whisky Based Liqueur 750 ml Product 4 Whisky Based Liqueur 750 ml Product 5 Whisky Based Liqueur 750 ml Product 6 Whisky Based Liqueur 750 ml Product 7 Whisky Based Liqueur 750 ml Product 8 Whisky Based Liqueur 750 ml Promotional Turn 8: What s Your Whisky?

59 What s Your Whisky Mixed Drink Fixtures Continued Display Spot #2 My Whisky: Is Pure Luxury The second fixture will feature specialty, limited-edition whiskies (both Canadian and Single Malt). LCBO # Product Glenfiddich 12 Year Old 750 ml Wiser s 18 Year Old 750 ml Century Reserve 15 Year Old 750 ml The Macallan 12 Year Old 750 ml Lagavulin 16 Year Malt 750 ml Dalwhinnie 15 Year Malt 750 ml Centennial 10 Year Old 750 ml The Balvenie 12 Year Doublewood 750 ml Gibson s 18 Year Old 750 ml Allocation for 4 products. Select 4 products from the list above. # of Original Fixture New Fixture LCBO# Description Format Shelves # of bottles # of bottles This display features specialty, limited-edition whiskies Product 1 Specialty/LE Whisky 750 ml Product 2 Specialty/LE Whisky 750 ml Product 3 Specialty/LE Whisky 750 ml Product 4 Specialty/LE Whisky 750 ml Marketing & Product Guide 59

60 What s Your Whisky Mixed Drink Fixtures Continued Allocation for 6 products Select 6 products from the list on the previous page. # of Original Fixture New Fixture LCBO# Description Format Shelves # of bottles # of bottles This display features specialty, limited-edition whiskies Product 1 Specialty/LE Whisky 750 ml Product 2 Specialty/LE Whisky 750 ml Product 3 Specialty/LE Whisky 750 ml Product 4 Specialty/LE Whisky 750 ml Product 5 Specialty/LE Whisky 750 ml Product 6 Specialty/LE Whisky 750 ml Allocation for 8 products Select 8 products from the list on the previous page. # of Original Fixture New Fixture LCBO# Description Format Shelves # of bottles # of bottles This display features specialty, limited-edition whiskies Product 1 Specialty/LE Whisky 750 ml Product 2 Specialty/LE Whisky 750 ml Product 3 Specialty/LE Whisky 750 ml Product 4 Specialty/LE Whisky 750 ml Product 5 Specialty/LE Whisky 750 ml Product 6 Specialty/LE Whisky 750 ml Product 7 Specialty/LE Whisky 750 ml Product 8 Specialty/LE Whisky 750 ml Promotional Turn 8: What s Your Whisky?

61 Premium/Specialty Beer Program Promotion Dates: October 11 November 7, 2009 Overview As of September 16, th there is a new selection of Premium Specialty Beers perfect to enjoy as we say goodbye to summer and welcome the Fall season. Autumn Ales are available in participating Premium Specialty Beer locations until December 5 th. The assortment will be released throughout the month of September to allow summer inventory to sell through. If you have already sold through all your summer products, please merchandise alternate products in this section. A list of alternate products has been provided following the product list. Please note that these products are one-time purchases for this promotion only. Participating Stores 1, 4, 5, 6, 10, 14, 15, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 115, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 243, 252, 253, 287, 288, 295, 300, 325, 329, 333, 334, 355, 360, 361, 367, 371, 373, 385, 389, 393, 412, 416, 417, 425, 432, 438, 443, 445, 452, 457, 481, 494, 495, 499, 501, 505, 525, 528, 532, 542, 549, 556, 568, 573, 575, 579, 586, 590, 602, 623, 624, 630, 700, 771, 776 Promotion Dates Start Date: September 16, 2009 End Date: December 5, 2009 Marketing & Product Guide 61

62 Premium/Specialty Beer Program Continued Participating Products LCBO # Description Format Price Country/Region Affligem Dubbel 330 ml $2.75 Belgium Gouden Carolus Classic 330 ml $3.05 Belgium Westmalle Dubbel 330 ml $3.75 Belgium Péché Mortel 341 ml $3.80 Canada/Quebec Bombardier Burning Gold 500 ml $3.45 England St. Peter s Cream Stout 500 ml $3.75 England Hofbräu Oktoberfestbier 500 ml $3.25 Germany Weihenstephaner Hefeweissbier Dunkel 500 ml $3.05 Germany Innis & Gunn Triple Matured Oak Aged Beer 330 ml $4.95 Scotland Belhaven St. Andrews Ale 500 ml $3.45 Scotland Southern Tier Porter Dark 355 ml $2.20 USA/New York Rogue Hazelnut Brown Nectar 650 ml $5.95 USA/Oregon Alternate Products LCBO # Description Format Country/Region Chimay Premiere 750 ml Belgium Mill Street Tankhouse Ale 341 ml Canada Neustadt 10W30 Brown Ale 473 ml Canada Black Oak Nut Brown Ale 6 x 341 ml Canada Maudite 750 ml Canada St. Ambroise Pale Ale 6 x 341 ml Canada Greene King I.P.A. 500 ml England Old Speckled Hen 500 ml England Liberty Ale 650 ml USA 62 Promotional Turn 8: What s Your Whisky?

63 Special Events

64 Special Events Special Events There are 11 LCBO locations that play host to the Special Events Program. The mission of the LCBO Special Events program is to engage our customers in a world of discovery through exciting, entertaining and knowledge-filled special events. Where possible, the goal is to assist in the overall integration of the brand through themed, multi-faceted events. What s On Board signage A What s On Board will be distributed to each Full Service store for October. The signage will encourage customers to speak with the Special Event Coordinator to find out what exciting courses and Open Events will be taking place. For more information about upcoming events, log on to and click on Learn. 64 Promotional Turn 8: What s Your Whisky?

65 Sold Space Programs

66 End Aisle Display Brands End Aisle LCBO# Description Support Programs Hero Display 6445 Creemore Springs Premium Lager 473 ml 2 BBAM Forty Creek Barrel Select 750 ml 6 BAM Dewar's White Label 750 ml 8 BAM Dewar's White Label 1140 ml VA 1222 Wiser's Special Blend 750 ml Wiser's Deluxe 1140 ml LTO Wiser's Deluxe 1750 ml 893 Wiser's Deluxe 750 ml NT Contest Wiser's Special Blend 1140 ml Wiser's Special Blend (P.E.T.) 1750 ml VA Canadian Club 1750 ml 12 BAM 4 Premium Canadian Club Reserve 750 ml LTO Canadian Club Classic 750 ml 8 BAM Canadian Club 1750 ml 12 BAM 4 Standard Canadian Club Reserve 750 ml LTO Canadian Club Pet 750 ml 307 Seagrams V.O Crown Royal LTO, POD Crown Royal LTO 42 Canadian Club 750 ml 8 BAM Canadian Club Reserve 1140 ml 10 BAM Canadian Club Classic 1140 ml LTO 8854 Gibson's Finest 1140 ml Gibson's Finest Sterling Edition 750 ml LTO Gibson's Finest Sterling Edition 1750 ml Forty Creek Double Barrel Reserve Whisky 750 ml 15 BAM 8 Premium Forty Creek Barrel Select 750 ml 6 BAM Forty Creek Barrel Select Whisky 1140 ml VA 8805 Forty Creek Barrel Select Whisky 1750 ml LTO 8 Standard Forty Creek Barrel Select 750 ml 6 BAM Forty Creek Barrel Select Whisky 1140 ml VA Grant's Sherry Cask Reserve 750 ml VA 9 Premium / 9 Standard Glenfiddich Single Malt 12 Year Old 1140 ml LTO Grant's Family Reserve 1140 ml LTO 66 Promotional Turn 8: What s Your Whisky?

67 End Aisle Display Brands Continued End Aisle LCBO# Description Support Programs Premium / 12 Standard Jack Daniel's Sour Mash 750 ml VA Jack Daniel's Sour Mash 1140 ml Gentleman Jack Rare Tennessee Whiskey 750 ml 3186 Ballantine's 1140 ml LTO 7617 Chivas Regal 12 Year Old 750 ml LTO 9274 Chivas Regal 12 Year Old 1140 ml 7880 Johnnie Walker Black 12 Yr 750 ml LTO Johnnie Walker Black 12 Yr 1140 ml Guinness Draught 8 x 440 ml The Glenlivet 12 Year Old Single Malt 1140 ml NT Contest The Glenlivet 12 Yr Malt 750 ml LTO The Glenlivet Nadurra Aged 16 Years 750 ml 4465 Teacher's Highland Cream 750 ml LTO 8706 Teacher's Highland Cream 1140 ml 10 BAM Laphroaig Quarter Cask Single Islay Malt 750 ml LTO 3376 Schenley O.F.C ml VA Golden Wedding 750 ml 6 BAM Danfield's Private Reserve Small Batch 750 ml LTO Pure Gold Whisky (P.E.T.) 1140 ml 10 BAM Pure Gold Whisky (P.E.T.) 1750 ml VA Mountain Rock Whisky 750 ml 6 BAM Jameson Irish Whiskey 750 ml LTO Jameson Irish Whiskey 1140 ml NT Contest Redbreast 12 Year Old Irish Whiskey 750 ml LTO Glenmorangie The Quinta Ruban Highland Malt 750 ml 20 BAM Glenmorangie The Lasanta Highland Malt 750 ml 20 BAM Glenmorangie Single Malt 750 ml 7 BAM Isle Of Jura Superstition Single Malt 750 ml 15 BAM Whyte & Mackay Special Reserve 750 ml 7 BAM Whyte & Mackay Special Reserve 1750 ml Highland Park 15 Year Old Single Malt 750 ml LTO The Famous Grouse 750 ml LTO The Macallan Fine Oak 10 Year Old Scotch 750 ml LTO Marketing & Product Guide 67

68 Shelf Extenders Extender Location LCBO # Description Support Programs R1: Vodka A Iceberg Vodka 1140 ml VA Y Y R2: Vodka B Prince Igor Extreme Vodka 1140 ml 10 BAM Y Y Y Y Y R3: Vodka C Smirnoff Twist Of White Grape 750 ml 6 BAM Y Y Y Y Y Y R4: Vodka D Stolichnaya Vodka 1140 ml LTO Y Y Y Y Y Y R5: Vodka E 190 Smirnoff Vodka 1140 ml LTO Y Y Y Y Y Y R6: Rum A El Dorado 12 Year Old Rum 750 ml 6 BAM Y R7: Rum B Flor De Cana Black Label 5 Year Old Rum 750 ml LTO Y Y Y Y Y R8: Rum C Sailor Jerry Spiced Navy Rum 750 ml VA Y Y Y Y Y Y R9: Rum D Captain Morgan Spiced Rum 1140 ml VA Y Y Y Y Y Y R10: Rum E Appleton Estate V/X 750 ml LTO, NT Y Y Y Y Y Y R11: Canadian Whisky A Woodford Reserve Distiller's Select Bourbon 750 ml LTO Y Y R12: Canadian Whisky B Glenfiddich Single Malt 15 Year Old 750 ml VA Y Y Y Y Y R13: Canadian Whisky C Bulleit Bourbon Frontier Whiskey 750 ml VA Y Y Y Y Y Y R14: Canadian Whisky D 471 Seagrams V.O ml 10 BAM Y Y Y Y Y Y R15: Canadian Whisky E Royal Reserve (P.E.T.) 1750 ml VA Y Y Y Y Y Y R16: Scotch A Bowmore 12 Year Old Islay Single Malt 750 ml LTO Y Y Y Y Y Y R17: Scotch B Bushmills Irish Whiskey 750 ml LTO Y Y Y Y Y Y R18: Gin A Bombay Sapphire London Dry 1140 ml 10 BAM Y Y Y Y Y Y R19: Liqueurs A Amarula Cream 1140 ml LTO Y Y Y Y R20: Liqueurs B Grand Marnier 1140 ml 15 BAM Y Y Y Y Y Y R21: Liqueurs C Southern Comfort 750 ml LTO Y Y Y Y Y Y R22: Liqueurs D Bolivar Coffee Liqueur 750 ml LTO Y Y Y Y Y Y R23: Brandy A Duff Gordon Brandy 750 ml 6 BAM Y R24: Brandy B Mount Gay Rum Extra Old 750 ml 7 BAM Y Y Y Y Y Y *Y = your store implements this extender. ** See the Participating Stores section of this Guide to determine how many regular shelf extender locations your store has. 68 Promotional Turn 8: What s Your Whisky?

69 Shelf Extenders Continued Extender Location LCBO # Description Support Programs R25: Tequila A Olmeca Tequila Gold 750 ml LTO Y Y Y Y R26: Ontario Blend A Pelee Island Chardonnay VQA 750 ml LTO Y Y Y Y Y Y R27: Ontario Blend B R28: Ontario Blend C R29: Ontario Non-VQA A R30: Ontario Non-VQA B R31: Ontario Non-VQA C R32: Ontario Non-VQA D R33: Ontario VQA A R34: Ontario VQA B R35: Australia/ New Zealand A R36: Australia/ New Zealand B R37: Australia/ New Zealand C R38: Australia/ New Zealand D Hillebrand Artist Series Riesling VQA 750 ml LTO Y Y Y Y Y Y Naked Grape Sauvignon Blanc 750 ml LTO Y Y Y Y Y Y Ch Des Charmes Chardonnay VQA 750 ml 4 BAM Y Y Y Y Y Dan Aykroyd Pinot Noir VQA 750 ml 4 BAM Y Y Y Y Y Y Inniskillin Late Autumn Riesling VQA 750 ml Pelee Island Gewurztraminer Riesling VQA 750 ml LTO Y Y Y Y Y Y LTO Y Y Y Y Y Y Reif Estate Cabernet/Merlot VQA 750 ml LTO Y Y Y Cave Spring Cabernet/Merlot VQA 750 ml NT Y Y Y Y Wolf Blass Grey Label Cabernet Sauvignon 750 ml LTO Y Y Y Cookoothama Chardonnay 750 ml LTO Y Y Y Y Rosemount Diamond Cellar Shiraz/ Cabernet 750 ml LTO Y Y Y Y Y Y Obikwa Shiraz 750 ml LTO Y Y Y Y Y Y R39: USA A Fetzer Valley Oaks Merlot 750 ml LTO Y Y Y Y Y Y R40: USA B Two Oceans Sauvignon Blanc 750 ml 5 BAM Y Y Y Y Y Y R41: Chile A Vina Carmen Carmenere/Cab Sauvignon Reserve 750 ml 10 BAM Y Y Y Y R42: Chile B Vina Tarapaca Sauvignon Blanc 750 ml LTO Y Y Y Y Y Y R43: France Blend A Deinhard Pinot Grigio 750 ml 6 BAM Y R44: France Blend B Remy Pannier Blanc De France 1500mL LTO Y Y Y Y Y Y R45: France South A Caves Des Papes Heritage Cotes Du Rhone 750 ml LTO Y Y Marketing & Product Guide 69

70 Shelf Extenders Continued Extender Location R46: France South B R47: France Bordeaux/ Burgundy A R48: Italy Central A R49: Italy Central B R50: Italy North A R51: Italy North B R52: Southern Europe A R53: Southern Europe B R54: Germany A LCBO # Description Support Programs Osborne Solaz Shiraz Tempranillo 750 ml LTO Y Y Y Y Y Y Latour Pinot Noir 750 ml LTO Y Y Y Fontanafredda Barolo 750 ml 8 BAM Y Y Bolla Pinot Grigio Delle Venezie 750 ml 4 BAM Y Y Y Y Y Y Osborne Solaz Tempranillo Cabernet Sauvignon 1500 ml 6 BAM Y Y Y Y Y Bolla Valpolicella 750 ml LTO Y Y Y Y Y Y Feudo Arancio Pinot Noir 750 ml 4 BAM Y Fazi Battaglia Verdicchio Castelli Di Jesi 750 ml Anselme La Fiole Du Pape Chateauneuf Pape Red 750 ml LTO Y Y Y 10 BAM Y Y Y Y Y Y R55: Sparkling A Funky Llama Shiraz 750 ml LTO Y Y Y R56: Sparkling B Freixenet Carta Nevada Sparkling 750 ml LTO Y Y Y Y Y Y R57: Ontario Beer A Stella Artois 500 ml LTO Y Y R58: Ontario Beer B Grolsch Premium Lager 500 ml LTO Y Y Y Y Y Y R59: Beer Fuller's Extra Special Bitter 500 ml LTO Y R60: Beer Rickards Red 6 x 341 ml 4 BAM Y Y Y Y Y Y R61: Beer Kozel Beer 500 ml 1 BAM Y Y Y Y Y Y R62: Beer Gaymers Original Cider 500 ml LTO Y Y Y Y Y Y R63: Party Zone 1 R64: Party Zone 2 R65: Party Zone Palm Bay Ruby Grapefruit Sunrise Spritz 2130 ml Palm Bay Pineapple Mandarin Orange Spritz 2130 ml LTO Y Y Y Y Y Y LTO Y Y Y Y Y Y Alive - Lemon Lime 4 Pk-C 1200 ml 4 BAM Y Y Y Y Y Y *Y = your store implements this extender. ** See the Participating Stores section of this Guide to determine how many extender locations your store has. 70 Promotional Turn 8: What s Your Whisky?

71 Discovery Shelf Extenders Extender Location LCBO # Description Support Programs D1: Discovery Wines Kittling Ridge Kingsgate Sherry 750 ml VA D2: Discovery Wines Folonari Valpolicella Ripasso Classico 750 ml LTO D3: Discovery Wines Peter Lehmann Barossa Shiraz 750 ml LTO D4: Discovery BSM Ozujsko 500 ml 1 BAM D5: Discovery BSM Budweiser 6 x 341 ml 4 BAM D6: Discovery BSM Smirnoff Ice 1L (P.E.T.) CON NT D7: Discovery Spirits The Black Grouse 750 ml 10 BAM D8: Discovery Spirits Islay Mist Scotch 8 Year Old 750 ml 10 BAM D9: Discovery Spirits Compass Box The Peat Monster Vatted Malt 750 ml LTO Community Shelf Extenders Extender Location LCBO # Description Support Programs C1: Community Extender Captain Morgan White Rum 1140 ml 10 BAM C2: Community Extender Dr. Mcgillicuddy Fireball Whisky Shooter 750 ml LTO C3: Community Extender Peller Estates French Cross Chardonnay Carton 1000 ml C4: Community Extender Citra Montepulciano D'Abruzzo Doc 750 ml LTO C5: Community Extender Gray Fox Cabernet Sauvignon 750 ml 3 BAM LTO Green Extender Extender Location LCBO # Description Support Program G1: Green Extender Banrock Station Shiraz 750 ml LTO Marketing & Product Guide 71

72 IMAGE Shelf Talker LCBO # Description Support Programs 828 Folonari Valpolicella Classico 750 ml 6262 Codorniu Brut Clasico Sparkling 750 ml Hockley Dark 473 ml Smokehead Islay Single Malt Scotch Whisky 750 ml Colio Rosso Secco 1500 ml Longmorn 16 Year Old Single Malt 750 ml Steam Whistle Premium Pilsner 500 ml Pascual Toso Sauvignon Blanc 750 ml Patriarche Pissé-Dru Beaujolais 1500 ml Fish Hoek Sauvignon Blanc 750 ml Fish Hoek Shiraz 750 ml Jameson Year Old 750 ml Folonari Pinot Grigio 750 ml The Glenlivet 18 Year Old Single Malt 750 ml Kangaroo Springs Shiraz 750 ml Peroni Nastro Azzuro 6 x 330 ml Chivas Regal 18 Year Old 750 ml The Glenlivet French Oak Reserve 15 Year Old 750 ml Scapa 14 Year Old Single Malt Scotch 750 ml Sleeman Original Draught 6 x 341 ml Cameron's Dark x 341 ml Creemore Springs Urbock 6 x 341 ml Moosehead Beer 6 x 341 ml Contest Robertson Sauvignon Blanc 750 ml 72 Promotional Turn 8: What s Your Whisky?

73 Limited Time Offers LCBO# Description SAVE Support Programs 125 Canadian Club 1140 ml $ Bacardi Superior 1140 ml $ Smirnoff Vodka 1140 ml $1.10 Shelf Extender 505 Martini & Rossi Sweet Vermouth Red 1000 ml $ Wiser's De Luxe 1140 ml $3.00 EA Ballantine's 1140 ml $3.00 EA Teacher's Highland Cream 750 ml $2.00 EA Chivas Regal 12 Year Old 750 ml $2.50 EA Johnnie Walker Black 12 Year 750 ml $2.50 EA 12A 12B 8805 Forty Creek Barrel Select Whisky 1750 ml $1.00 EA 8B Crown Royal 1140 ml $2.50 EA Jameson Irish Whiskey 750 ml $1.50 EA Highland Park 15 Year Old Single Malt 750 ml $2.00 EA Bushmills Irish Whiskey 750 ml $1.00 Shelf Extender Peller Estates French Cross Chardonnay Carton 1000 ml $1.50 Community Extender Bolla Valpolicella 750 ml $1.00 Shelf Extender Remy Martin VSOP 375 ml $ Laphroaig Quarter Cask Single Islay Malt 750 ml $3.00 EA The Glenlivet 12 Year Malt 750 ml $2.00 EA Jackson-Triggs Proprietors' Selection Pinot Grigio $ ml Fazi Battaglia Verdicchio Castelli Di Jesi 750 ml $1.00 Shelf Extender Legends Estates Merlot VQA 750 ml $ Naked Grape Shiraz Cask 3000 ml $ Dopff & Irion Crystal D'Alsace Sylvaner 750 ml $ Sleeman Honey Brown Lager 473 ml $ Maclays Pale Ale 473 ml $ Tecate 473 ml $ The Famous Grouse 750 ml $2.50 EA Silver Leaf Shiraz PET 1000 ml $ Latour Pinot Noir 750 ml $2.00 Shelf Extender Tuborg Green Beer 500 ml $ Tuborg Gold Beer 500 ml $ Freixenet Carta Nevada Sparkling 750 ml $1.00 Shelf Extender Mezzomondo Sangiovese Merlot 750 ml $ Brights Entre-Lacs Red 1500 ml $ Brights Entre-Lacs White 1500 ml $ Hillebrand Artist Series Riesling VQA 750 ml $1.00 Shelf Extender Cookoothama Cabernet Merlot 750 ml $ Pearl River Zhu Jiang Beer 6 x 330 ml $ Wiser's Small Batch Whisky 750 ml $2.00 Marketing & Product Guide 73

74 Limited Time Offers Continued LCBO# Description SAVE Support Programs Southern Comfort 750 ml $1.00 Shelf Extender Gaymers Original Cider 500 ml $0.15 Shelf Extender Century Reserve 15 Year Old Whisky 750 ml $ Fuller's Extra Special Bitter 500 ml $0.20 Shelf Extender Pelee Island Gewurztraminer Riesling VQA 750 ml $1.00 Shelf Extender Wyndham Estate Bin 444 Cabernet Sauvignon 750 ml $ Southern Comfort (P.E.T.) 750 ml $ French Tom Merlot 750 ml $ Crown Royal 1750 ml $3.00 EA Lakefront New Grist Gluten-Free (Sorgum & Rice) $ x 355 ml Pasqua Pinot Grigio Delle Venezie 1500 ml $ Remy Pannier Blanc De France 1500 ml $1.00 Shelf Extender Palm Bay Pineapple Mandarin Orange Spritz 6 x 355 ml $0.50 Shelf Extender Palm Bay Ruby Grapefruit Sunrise Spritz 6 x 355 ml $0.50 Shelf Extender Smirnoff Vodka (P.E.T.) 1140 ml $ Bavaria Premium Light 3000 ml $ Open Cabernet-Merlot VQA 750 ml $ Pelee Island Chardonnay VQA 750 ml $1.00 Shelf Extender Alianca Bairrada Reserva Sangalhos 750 ml $ Bolivar Coffee Liqueur 750 ml $1.00 Shelf Extender Pelee Island Rouge 1500 ml $ Appleton Estate V/X 750 ml $2.00 Shelf Extender, NT Hochtaler Dry Cask 4000 ml $ Gibson's Finest Sterling Edition 750 ml $1.25 EA Domaine D'Or Superior Red 1500 ml $ Domaine D'Or Superior White 1500 ml $ Stolichnaya Vodka 1140 ml $1.55 Shelf Extender L'Ambiance Red Cask 4000 ml $ Rosemount Diamond Cellar Shiraz Cabernet 750 ml $1.00 Shelf Extender Inniskillin Late Autumn Riesling VQA 750 ml $1.00 Shelf Extender Santa Carolina Chardonnay 750 ml $ Inniskillin Pinot Noir VQA 750 ml $ Errazuriz Estate Sauvignon Blanc 750 ml $ Rocca Delle Macie Chianti Vernaiolo Docg 750 ml $ Castillo De Almansa Reserva 750 ml $ Okocim Beer 500 ml $ Bowmore 12 Year Old Islay Single Malt 750 ml $5.00 Shelf Extender Jackson-Triggs Proprietors' Selection Cabernet Sauvignon $ ml Canadian Club Reserve 750 ml $1.00 EA 4A 4B 74 Promotional Turn 8: What s Your Whisky?

75 Limited Time Offers Continued LCBO# Description SAVE Support Programs Fetzer Valley Oaks Merlot 750 ml $1.00 Shelf Extender Pierre Sparr Gewurztraminer 750 ml $ Centennial 10 Year Old Limited Edition Rye 750 ml $ Vina Tarapaca Sauvignon Blanc 750 ml $0.75 Shelf Extender Pelee Island Cabernet Franc VQA 750 ml $ Hobgoblin Extra Strong Ale 500 ml $ Konzelmann Merlot VQA 750 ml $ Citra Montepulciano D'Abruzzo Doc 750 ml $0.50 Community Extender La Vieille Ferme Côtes Du Ventoux 1500 ml $ Dr. McGillicuddy Fireball Whisky Shooter Liquor 750 ml $1.50 Community Extender Okocim Strong Beer 500 ml $ Banrock Station Shiraz 750 ml $1.00 Green Extender Wolf Blass Grey Label Cabernet Sauvignon 750 ml $5.00 Shelf Extender (V) Catena Malbec (Bodegas Esmeralda) 750 ml $ Jack Daniel's Single Barrel Whiskey 750 ml $ Woodford Reserve Distiller's Select Bourbon 750 ml $3.00 Shelf Extender Folonari Valpolicella Ripasso Classico 750 ml $1.50 Discovery Extender Stella Artois 500 ml $0.20 Shelf Extender Trius Chardonnay VQA 750 ml $ Catalans Rafale Merlot Vdp 750 ml $ Obikwa Shiraz 750 ml $1.00 Shelf Extender Kittling Ridge White Zinfandel Vidal 750 ml $ Grolsch Premium Lager 500 ml $0.25 Shelf Extender Caves Des Papes Heritage Côtes Du Rhone 750 ml $2.00 Shelf Extender Long Flat Shiraz 750 ml $ Philippe De Rothschild Merlot Vdp 1500 ml $ Tetley's English Ale 4 x 440 ml $ Lamberti Santepietre P Grigio Delle Venezie 750 ml $ Reif Estate Cabernet Merlot VQA 750 ml $1.00 Shelf Extender Mott's Clamato Caesar Extra Spicy 4 x 355 ml $ Mott's Clamato Caesar Original 4 x 355 ml $ Peter Lehmann Barossa Shiraz 750 ml $1.50 Discovery Extender Mezzomondo Negroamaro Salento Igt 750 ml $ Spinelli Quartana Montepulciano D'Abruzzo 1500 ml $ Winzer Krems Gruner Veltliner 750 ml $ Peller Estates French Cross Blush Cask 4000 ml $ Peller Estates French Cross Red Cask 4000 ml $ Pelee Island Eco Trail Chardonnay Auxerrios VQA 750 ml $ Zirkova Premium Vodka 750 ml $ The Macallan Fine Oak 10 Year Old Scotch 750 ml $1.00 EA Olmeca Tequila Gold 750 ml $1.00 Shelf Extender Marketing & Product Guide 75

76 Limited Time Offers Continued LCBO# Description SAVE Support Programs Flor De Cana Black Label 5 Year Old Rum 750 ml $1.00 Shelf Extender Compass Box The Peat Monster Vatted Malt 750 ml $10.00 Discovery Extender Danfield's Private Reserve Small Batch 750 ml $1.00 EA Amarula Cream 1140 ml $3.00 Shelf Extender Canadian Club Classic 1140 ml $3.00 EA Glenfiddich Single Malt 12 Year Old 1140 ml $4.00 EA 9A 9B Grant's Family Reserve 1140 ml $2.00 EA 9A 9B Cat's Pee On A Gooseberry Bush Sauvignon Blanc $ ml Osborne Solaz Tempranillo Cabernet Sauvignon 750 ml $ Peter Lehmann Clancy's Red Shiraz Cabernet Merlot $ ml Funky Llama Shiraz 750 ml $1.00 Shelf Extender Strewn Semi-Dry Riesling VQA 750 ml $ Cookoothama Chardonnay 750 ml $1.00 Shelf Extender Osborne Solaz Shiraz Tempranillo 750 ml $1.00 Shelf Extender Yellow Tail Cabernet Sauvignon 750 ml $ De Bortoli Deen Vat 8 Shiraz 750 ml $ Redbreast 12 Year Old Irish Whiskey 750 ml $3.00 EA Pelee Island Shiraz Cabernet 1500 ml $ Naked Grape Sauvignon Blanc 750 ml $1.00 Shelf Extender Yankee Jim Ice 6 x 355 ml $ Kostritzer Schwarzbier 500 ml $ Lvivske Premium Lager 500 ml $ Sleeman Clear 6 x 341 ml $ Alexander Keith's India Pale Ale 473 ml $ Sleeman Cream Ale 6 x 341 ml $ Promotional Turn 8: What s Your Whisky?

77 Value Added Program Available from your supplying warehouse LCBO # Description Support Programs Value Add Mother Carton # 3376 Schenley O.F.C ml Danfields Mini 50 ml Cointreau 750 ml "Cointreaupolitan" Mini Shaker Golden Wedding (P.E.T.) 1750 ml Danfields Mini 50 ml x Gibson's Finest Sterling Edition Gibson's 12YO 50 ml Pure Gold Whisky (P.E.T.) 1750 ml Forty Creek Barrel Select Whisky 100 ml Appleton Estate V/X 1140 ml Appleton Reserve 50 ml Captain Morgan Spiced Rum Crown Royal ml Prince Igor Extreme Vodka 750 ml Eight Below Luxury Vodka 50 ml Forty Creek Barrel Select Whisky 1140 ml Mountain Rock Whisky 50 ml Marketing & Product Guide 77

78 Value Added Program Available from supplier s representatives LCBO # Description Support Programs Value Add 307 Seagrams V.O. 750 ml Shelf Extender Crown Royal Deluxe 50mL 430 Walker's Special Old 1140 ml Wiser's Deluxe 50 ml 653 Mcguinness Silk Tassel 1140 ml Wiser's Deluxe 50 ml 729 Blue Nun Qualitatswein 750 ml Pen 1412 Wisers Special Blend 1140 ml Wiser's Deluxe 50 ml 2048 Stock Sweet Vermouth Red 1000 ml Stock Brandy 50 ml 2485 Sauza Silver 750 ml Glassware 4101 Remy Martin VSOP 750 ml Remy XO 50 ml 4606 Vodka Mudshake - French Vanilla 1080 ml Key Chain 5280 Vodka Mudshake - Chocolate 1080 ml Key Chain 8771 Voyant Chai Cream Liquor 750 ml Recipe Booklet Dewar's White Label 750 ml Drambuie 50 ml Dewar's White Label 1140 ml Drambuie 50 ml Small Cask Brandy 1140 ml Forty Creek Whisky 50 ml Glenfiddich Single Malt 12 Year Old 750 ml Glenfiddich 15 YO 50 ml Grand Macnish 1140 ml Screech Rum 50 ml Grant's Sherry Cask Reserve 750 ml Glenfiddich 12 YO 50 ml XOXO Shiraz Cabernet 750 ml Mirror and Brush Compact XOXO Merlot Cabernet 750 ml Mirror and Brush Compact XOXO Sauvignon Blanc Chenin 750 ml Mirror and Brush Compact Starbucks Cream Liquor 750 ml Starbucks Coffee 50 ml Durbanville Hills Sauvignon Blanc 750 ml Enviro Wine Bag Durbanville Hills Shiraz 750 ml Enviro Wine Bag Pfaffenheim Pinot Blanc Cuvee Chevalier 750 ml Stock Brandy 50 ml Pure Gold Whisky (P.E.T.) 1140 ml Mountain Rock Whisky 50 ml Flor De Cana Grand Reserve 7 Year Old Rum Dooley's 50 ml 750 ml Mill Street Stock Ale 6 x 341 ml Whiskey Mini Vodka Twistee Shots Btrscth&Vanilla 4 x 30 ml Lip Balm Mill Street Tankhouse Ale 6 x 341 ml Whiskey Mini Mill Street Coffee Porter 6 x 341 ml Whiskey Mini Jack Daniel's Sour Mash 750 ml Gentleman Jack 50 ml 78 Promotional Turn 8: What s Your Whisky?

79 Value Added Program Available from supplier s representatives (continued) LCBO # Description Support Programs Value Add Taylor Fladgate Late Bottled Vintage Port 750 ml Taylor 10 Year Old Tawny Los Arango Reposado Tequila 750 ml Authentic Caballito Alberta Premium (P.E.T.) 1750 ml Canadian Club Classic 100 ml Bulleit Bourbon Frontier Whiskey 750 ml Shelf Extender Cuervo Especial 50 ml Bouchard Pere & Fils Pouilly-Fuisse 750 ml Branded Dropstop Kahlua French Vanilla Liquor 750 ml Kahlua Hazelnut 50 ml Montgras Sauvignon Blanc Reserva 750 ml Branded Drip Stop Peller Estates Family Series Cab/Merlot VQA Wine and Food Pairing Wheel 750 ml Xoxo Pinot Grigio/Chardonnay 750 ml Mirror and Brush Compact Bushmills Black Bush 750 ml Baileys Original Irish Cream Royal Reserve (P.E.T.) 1750 ml Shelf Extender Wiser's Deluxe 50 ml x Black Velvet (P.E.T.) 1750 ml Danfields 50 ml x Tullamore Dew Irish Whiskey 750 ml Wiser's De Luxe 50 ml Carlsberg 6 Pk-B 1980 ml Liqour Samples Sourz Berry Fusion Liquor 750 ml Banff Ice 50 ml Sailor Jerry Spiced Navy Rum 750 ml Shelf Extender 50 ml Gibson's 12 YO Lamb's White Rum (P.E.T.) 1750 ml Wiser's Deluxe 50 ml x Jack Daniel's Sour Mash 1140 ml Hat Box with Cap Kittling Ridge Kingsgate Sherry 750 ml Discovery Small Cask Brandy 50 ml Extender Barefoot Cellars Cabernet Sauvignon 750 ml Barefoot Halloween Key Chain Maker's Mark Kentucky Bourbon 750 ml Pen Leblon Cachaca Liquor 750 ml Muddler Wiser's Special Blend (P.E.T.) 1750 ml Wiser's Deluxe 50 ml x Mudshots Pour & Serve Chocolate Monkey Key Chain 200 ml Mudshots Pour & Serve Toffee Vanilla 200 ml Key Chain Colio Viva Spumante 750 ml Champagne Stopper Gibson's Finest Sterling Edition 1140 ml Branded CFL Glassware Kamora Coffee Liquor 750 ml Banff Ice 50 ml Whyte & Mackay Special Reserve 1140 ml Whyte & MacKay 13 YO Jim Beam White Label Bourbon 1140 ml Jim Beam Black 50 ml Marketing & Product Guide 79

80 Value Added Program Available from supplier s representatives (continued) LCBO # Description Support Programs Value Add Amarula Cream 750 ml Glasses Ramazzotti Black Sambuca 750 ml Kahlua 50 ml Janneau Grand Armagnac 750 ml 13 Year Old Liquor Polar Ice Vodka (P.E.T.) 1750 ml Polar Ice Flavours 50 ml x Iceberg Vodka 1140 ml Shelf Extender Iceberg Gin 50 ml Masi Modello Delle Venezie Rosso 750 ml Drop Stop Malibu Coconut Rum 1140 ml Malibu Banana 50 ml Dr Mcgillicuddy French Kiss Vanilla Schnapps Iceberg Vodka 50 ml 750 ml Fat Bastard Shiraz Vdp 750 ml Spot Out Pens Masi Modello Delle Venezie Bianco 750 ml Drop Stop Sola Nero White 1500 ml Danfield's Whiskey 50 ml Sola Nero Red 1500 ml Danfield's Whiskey 50 ml Kahlua Coffee Liqueur 750 ml Kahlua Flavours 50 ml Peller Estates Family Series Dry Riesling VQA Wine and Food Pairing Wheel 750 ml Canadian Club Reserve Whisky 1750 ml Canadian Club Classic 100 ml Malibu Mango Rum Liqueur 750 ml Malibu Coconut 50 ml Malibu Pineapple Rum Liqueur 750 ml Malibu Coconut 50 ml Uphoria Pink Guava Liquor 750 ml Polar Ice Vodka 50 ml Alize Bleu Liquor 750 ml Alize Rose 50 ml Bouchard Pere & Fils Pinot Noir Bourgogne Branded Drop Stop 750 ml Forty Creek Barrel Select Whisky 1140 ml Mountain Rock Whisky 50 ml Baileys Irish Cream Liquor 1140 ml Cara Gift Card Glenfiddich Single Malt 15 Year Old 750 ml Shelf Extender Glenfiddich 18 YO 50 ml Fat Bastard Merlot Vdp 750 ml Spot Out Pens Mcguinness Melon 750 ml NT Malibu Coconut 50 ml Mcguinness Cherry Whisky 750 ml NT Wiser's Deluxe 50 ml Hendrick's Gin 750 ml Reyka Vodka 50 ml Santi Sortesele Pinot Grigio Doc Trentino Stock Brandy 50 ml 750 ml Bouchard Pere & Fills Beaujolais Villages 750 ml Branded Dropstop Molson Canadian 6 x 341 ml Whiskey Mini 80 Promotional Turn 8: What s Your Whisky?

81 AIR MILES Reward Miles LCBO # Description Approved Support Programs 42 Canadian Club 750 ml 8 EA Seagrams V.O ml Captain Morgan White Rum 1140 ml 10 Community Extender 2030 Seagrams V.O. 750 ml Pisse-Dru Beaujolais 750 ml Stock Dry Vermouth White 1000 ml Barclay's Brandy 1140 ml Sir Perry Pear Cider 500 ml Teacher's Highland Cream 1140 ml 10 EA Becks 6 x 330 ml Dewar's White Label 750 ml 8 EA Anselme La Fiole Du Pape Châteauneuf Pape Red 750 ml 10 Shelf Extender Sogrape Mateus Rose 1500 ml Grand Macnish 1140 ml Duff Gordon Brandy 750 ml 6 Shelf Extender Errazuriz Estate Carmenere 750 ml Benedictine & Brandy 750 ml Fontanafredda Barolo 750 ml 8 Shelf Extender Painted Turtle Shiraz 750 ml Santa Rita 120 Sauvignon Blanc 750 ml Fonseca Periquita 750 ml Pure Gold Whisky PET 1140 ml 10 EA Trapiche Syrah 750 ml De Valcourt XO Aged 10 Years Brandy 750 ml Sauza Gold Tequila 750 ml Fat Bastard Cabernet Sauvignon Vdp 750 ml Prince Igor Extreme Vodka 1140 ml 10 Shelf Extender Canadian Club 1750 ml 12 EA 4A 4B Italia Montepulciano D'Abruzzo 750 ml Isle Of Jura Superstition Single Malt 750 ml 15 EA Patron Silver Tequila 375 ml Hennessy VSOP Cognac 750 ml Negrar Amarone Classico 750 ml 12 Marketing & Product Guide 81

82 AIR MILES Reward Miles Continued LCBO # Description Approved Support Programs Black Anvil Cabernet Sauvignon 750 ml Southbrook Cabernet Merlot Shiraz VQA 750 ml Penfolds Koonunga Hill Cabernet Sauvignon 750 ml Alberta Premium (P.E.T.) 1750 ml Wild Horse Canyon Shiraz 750 ml Latour Chardonnay 750 ml Sterling Vintner's Cabernet Sauvignon 750 ml Francis Coppola Presents Bianco Pinot Grigio 750 ml Château Des Charmes Chardonnay VQA 750 ml 4 Shelf Extender Russian Prince (P.E.T.) 750 ml Lamb's Palm Breeze (P.E.T.) 1750 ml Harbour Estates Midnight Cabernet Merlot VQA 750 ml El Dorado 12 Year Old Rum 750 ml 6 Shelf Extender X-Rated Fusion Liquor 750 ml Los Arboles Chardonnay 750 ml Los Arboles Cabernet Sauvignon 750 ml Glenmorangie The Quinta Ruban Highland Malt 750 ml 20 EA Glenmorangie The Lasanta Highland Malt 750 ml 20 EA Bulldog London Dry Gin 750 ml Polar Ice Vodka (P.E.T.) 750 ml Spanish Quarter Red 750 ml Carlsberg Beer 500 ml Château Des Charmes Estate Chardonnay VQA 750 ml Ozujsko 500 ml 1 Discovery Extender De Loach Merlot California Series 750 ml XOXO Shiraz Cabernet 1500 ml Jacob's Creek Reserve Cabernet Sauvignon 750 ml Peller Estates French Cross Malbec Cabernet 1500 ml Glenmorangie Single Malt 750 ml 7 EA Forty Creek Double Barrel Reserve Whisky 750 ml 15 EA 8A Cavit Collection Pinot Grigio Delle Venezie 750 ml De Sousa Chardonnay Unoaked VQA 750 ml 6 82 Promotional Turn 8: What s Your Whisky?

83 AIR MILES Reward Miles Continued LCBO # Description Approved Support Programs De Sousa Cabernet Franc VQA 750 ml Dan Aykroyd Pinot Noir VQA 750 ml 4 Shelf Extender Eight Below Luxury Vodka 750 ml Eastdell Riesling VQA 750 ml Chambord Royale 750 ml Bacardi Black 1140 ml Feudo Arancio Pinot Noir 750 ml 4 Shelf Extender Golden Wedding 750 ml 6 EA Henkell Trocken 750 ml Alive Lemon Lime 4 x 300 ml 4 Shelf Extender Cazadores Reposado Tequila 750 ml Canadian Club Classic 750 ml 8 EA 4A B & G Partager Rouge 1000 ml XOXO Pinot Grigio Chardonnay 1500 ml Equifera Chardonnay VQA 750 ml Polar Ice Vodka 750 ml Smirnoff Twist Of White Grape 750 ml 6 Shelf Extender The Black Grouse 750 ml 10 Discovery Extender Colio Extra Dry White 1500 ml Prince Igor Vodka (P.E.T.) 1750 ml Grahams Late Bottled Vintage Port 750 ml Ruffino Orvieto Classico 1500 ml Aberlour Highland Malt 10 Year 750 ml William Fevre Champs Royaux Chablis 750 ml Château Des Charmes Estate Aligote VQA 750 ml Penfolds Koonunga Hill Shiraz Cabernet 750 ml Whyte & Mackay Special Reserve 1140 ml Whyte & Mackay Special Reserve 750 ml 7 EA Peller Estates French Cross Vidal 1500 ml Errazuriz Estate Chardonnay 750 ml Santa Carolina Merlot Reserva 750 ml Jackson-Triggs Proprietors' Selection Cabernet Sauvignon 750 ml 5 Marketing & Product Guide 83

84 AIR MILES Reward Miles Continued LCBO # Description Approved Support Programs Islay Mist Scotch 8 Year Old 750 ml 10 Discovery Extender Two Oceans Sauvignon Blanc 750 ml 5 Shelf Extender Bolla Amarone Del.Valpolicella Classico Doc 750 ml Vina Carmen Cabernet Sauvignon Reserve 750 ml Bolla Pinot Grigio Delle Venezie 750 ml 4 Shelf Extender The Balvenie 12 Year Doublewood 750 ml Appleton Estate V/X 1750 ml Bombay Sapphire London Dry 1140 ml 10 Shelf Extender Amarula Cream 375 ml Mike's Hard Lemonade 4 Pk-B 4 x 330 ml Colio Estate Cabernet Merlot VQA 750 ml Vina Carmen Carmenere Cabernet Sauvignon Reserve 750 ml Mike s Hard Cranberry Lemonade 4 Pk-B 4 x 330 ml Luna Di Luna Chardonnay Pinot Grigio 750 ml 8 10 Shelf Extender Deinhard Pinot Grigio 750 ml 6 Shelf Extender Bend In The River Qualitatswein 750 ml Jackson-Triggs Proproetors' Reserve Riesling VQA 750 ml Gray Fox Merlot 750 ml Gray Fox Cabernet Sauvignon 750 ml 3 Community Extender J. Bouchon Sauvignon Blanc 750 ml Beringer Founders Estate Merlot 750 ml Glenrothes Vintage Single Malt 750 ml Wodka Zoladkowa Gorzka 750 ml Forty Creek Barrel Select 750 ml 6 EA 8A 8B Hillebrand Artist Series Gewurztraminer VQA 750 ml Mount Gay Rum Extra Old 750 ml 7 Shelf Extender Veuve Clicquot Brut Champagne 750 ml Penmara Five Famlies Shiraz 750 ml McClelland Speyside Single Malt 750 ml Peller Estates Family Series Chardonnay VQA 750 ml Da Luca Primitivo Merlot Tarantino Igt 750 ml Kittling Ridge White Zinfandel Vidal 1500 ml 4 84 Promotional Turn 8: What s Your Whisky?

85 AIR MILES Reward Miles Continued LCBO # Description Approved Support Programs Canadian Club Reserve 1140 ml 10 EA Pravda Vodka 750 ml Mountain Rock Whisky 750 ml 6 EA Grand Marnier 1140 ml 15 Shelf Extender Penfolds Koonunga Hill Cabernet Merlot 750 ml Leaping Horse Merlot 750 ml Fish Eye Pinot Grigio 750 ml Kozel Beer 500 ml 1 Shelf Extender Jackson-Triggs Proprietors' Selection White Merlot 1500 ml Katnook Founder's Block Cabernet Sauvignon 750 ml Osborne Solaz Tempranillo Cabernet Sauvignon 1500 ml 6 Shelf Extender Masi Masianco Pinot Grigio & Verduzzo 750 ml Negrar Ripasso Valpolicella Classico 750 ml Peller French Cross Sauvignon Blanc 1500 ml Santa Carolina Shiraz 750 ml Hacker Pschorr Weisse Bier 500 ml Budweiser 6 x 341 ml 4 Discovery Extender Rickards Red 6 x 341 ml 4 Shelf Extender Marketing & Product Guide 85

86 Bundling AIR MILES Reward Miles Option LCBO # Description BAM Mike s Hard Lemonade 4 Pk-B 4 x 330 ml Mike's Hard Cranberry Lemonade 4 Pk-B 4 x 330 ml 4 BBAM Amount Total Innis & Gunn Blonde 330mL Innis & Gunn Oak Aged Beer 330 ml Creemore Springs Premium Lager 473 ml Sleeman Original Draught 473 ml Sleeman Cream Ale 473 ml Sleeman Light 473 ml Penfolds Koonunga Hill Cabernet Sauvignon 750 ml Penfolds Koonunga Hill Shiraz/Cabernet 750 ml Penfolds Koonunga Hill Cabernet/Merlot 750 ml Complete details about the Bundling Bonus AIR MILES (BBAM) support program are published on In Summary: Option 1 - Buy the two listed products at the same time and receive the BBAM Option 2 - Buy two of the same listed product and receive the BBAM Option 3 - Buy three of the same listed product and receive the BBAM Option 4 - Buy two of the three listed products and receive the BBAM 86 Promotional Turn 8: What s Your Whisky?

87 Necktags LCBO Description NT Approved 893 Wiser's Deluxe 750 ml Win an Authentically Canadian Adventure Contest 3558 Gibson's Finest 750 ml Win a Trip to the Grey Cup The Glenlivet 12 Year Old Single Malt 1140 ml 2009 TGL ScoreGolf Trip to 2010 British Open Straccali Chianti Classico Docg 750 ml Tuscany in a Glass Wiser's Deluxe 1750 ml Wiser's Tap the Cask Contest Canadian Club Pet 750 ml Canadian Club Accolades Southern Comfort 750 ml Recipe Alvear's Amontillado 750 ml Informational Smirnoff Ice 1L Pet 1000 ml Contest: A VIP Night To A Leafs Game Mcguinness Exotic Blueberry Liquor 750 ml Recipe Mcguinness Exotic Pomegranate Liquor 750 ml Recipe Masi Campofiorin 750 ml 5 Star Rating Appleton Estate V/X 750 ml Recipe Neck Tag Gibson's Finest 1750 ml Win a Trip to the Grey Cup Gibson's Finest Sterling Edition 1750 ml Win a Trip to the Grey Cup Appleton Estate V/X 1750 ml Recipe Neck Tag Cave Spring Cabernet/Merlot VQA 750 ml Recipe Jameson Irish Whiskey 1140 ml Win a Trip Contest Sterling Vintner's Merlot 750 ml Best Value Wine Brands Skyy Vodka 1140 ml Recipe Necktag Mcguinness Melon 750 ml Recipe Mcguinness Cherry Whisky 750 ml Recipe Marketing & Product Guide 87

88 Contests Necktag Contest A Trip to the 2010 British Open Golf Championship Win a Trip to the 2010 British Open Golf Championship at St. Andrews with Bob Weeks and The Glenlivet. Enter to win a trip for 2 to the 2010 British Open Championship at St. Andrews, including hotel accommodations for 5 nights! Approximate Retail Value: $12, Participating Product: LCBO #15370 The Glenlivet 12 Year Old Single Malt 1140 ml Necktag Contest A VIP Night to a Leafs Game How to Play: Contestants must text a keyword to a shortcode. After sending this initial message, they will receive a response on their phone asking them to confirm if they are of legal drinking age. If eligible, they are officially entered. The winner will be chosen through a computerized random draw and notified via a phone call after November 11, Key Dates: Start Date: October 11, 2009 End Date: November 7, 2009 Draw Date: November 11, 2009 Prize: 6 Box Seat tickets to a Toronto Maple Leafs game, food and drinks at the game and limo transportation from one location to and from ACC to same, valued at $6,000. Participating Product: LCBO # Smirnoff Ice 1L P.E.T. 88 Promotional Turn 8: What s Your Whisky?

89 Contests Continued Necktag Contest A Trip for 2 to the Jameson Dublin International Film Festival Win a Trip for 2 to the Jameson Dublin International Film Festival. Enter to win a trip for 2 to Dublin, Ireland including hotel accommodations, and entry to an exlusive Jameson Film Experience Party, access to a JDIFF movie screening and $ spending allowance! Approximate Retail Value: $10, Participating Product: LCBO # Jameson Irish Whiskey 1140 ml Marketing & Product Guide 89

90 90 Promotional Turn 8: What s Your Whisky?

91

92 The Holiday 2009 issue of FOOD & DRINK will be distributed in stores Thursday, November 12, PLEASE DO NOT DISPLAY THE ISSUE PRIOR TO THIS DATE. Features: The cranberry Five creative recipes for a seasonal classic. An elegant dinner-party menu that s ideal for any festive occasion. Make the most of your Christmas liquor cabinet leftovers with these sweet and savoury dishes. A selection of must-have drinks to see you through all your holiday entertaining. Celebrate winter solstice with a Swedish Santa Lucia-inspired holiday menu. Blood orange adds a fresh twist to six classic cocktails. Standout recipes that make fab hors d oeuvres or stand in for dinner. This issue should be merchandised prominently in the magazine stands. The stands should be positioned in the selling area of the store. If your store does not have a stand, please display FOOD & DRINK at all checkouts, customer service and the Info centre. Once your supply has been depleted, please store the stand until the next issue arrives in store. Do not use the stand to display other materials. To request additional copies once your original supply has run out, please wayne.leek@lcbo.com Your should include the following information: Store # and contact name # of additional copies and why English or French edition We will distribute the magazine equitably among all stores who request over 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Winter 2010 issue of FOOD & DRINK, which will be in stores on Wednesday, January 13, Promotional Turn 8: What s Your Whisky?

93 LCBO # Description PRICE MATCHMAKER MATCHES all matches from stories 414 Pama Pomegranate Liquor $ Folonari Valpolicella Classico $ Gilbey s London Dry $ (VE) Flat Rock Cellars Pinot Noir VQA $ (VE) Flat Rock Cellars Twisted VQA $ Grand Marnier $ Martini & Rossi Asti $ Martini Extra Dry Vermouth White (1 L) $ Ricasoli Brolio Chianti Classico $ Cointreau $ (VE) Alsace Willm Réserve Riesling $ El Burro Garnacha $ Yvon Mau Sauvignon Blanc $ Roland Bouchacourt Cotes de Provence Rosé $ Veuve Clicquot Demi Sec Champagne $ (VE) Chanson Père & Fils Le Bourgogne Pinot Noir $ Tequila Rose Cocoa Cream Liquor $ Montgras Sauvignon Blanc Reserva $ Jackson-Triggs Proprietor s Reserve Sauvignon Blanc VQA $ Palatine Hills Riesling/Traminer VQA $ Carlo Rossi California Red (1500 ml) $ Montecillo Blanco $ (VE) Quinta Do Crasto Douro Red $ Domaine Pinnacle Ice Cider (375 ml) $ Reynac Pineau Des Charentes $ Chambord Royale $ Alvear s Amontillado Sherry $ Sandeman LBV Port $ Amity Vineyards Pinot Noir $ Sibling Rivalry White VQA $ Brancott Marlborough Sauvignon Blanc $ (VE) Aalborg Jubilaeums Akvavit $ Leon Beyer Pinot Gris $16.15 Marketing & Product Guide 93

94 LCBO # Description PRICE Vineland Estates Riesling Semi Dry VQA $ Guigal Cotes Du Rhone $ Cave Spring Dry Rosé VQA $ Inniskillin Chardonnay Reserve VQA $ Freixenet Cordon Rosado $ Wolf Blass Grey Label Shiraz $ (VE) Cave Spring Indian Summer Select Late Harvest Riesling (375 ml) $ Servus Blaufrankisch Zweigelt $ Woodford Reserve Distiller's Select Bourbon $ (VE) Highland Park 18 Years Old Orkney Islands Single Malt $ Captain Morgan Spiced Rum $ Cesari Mara Vino Di Ripasso Valpolicella $ (VE) Veuve Clicquot Réserve Brut Champagne $ (VE) Lakeview Cellars Vidal Icewine VQA $ Smithwick's Ale (6pk) $ (VE) Henri Bourgeois Les Baronnes Sancerre $ Hoegaarden (6pk) $ Bodega J&F Lurton Pinot Gris $ Trius Cabernet Franc VQA $ Peninsula Ridge Inox Chardonnay VQA $ Navan Liqueur $ (VE) Sonoma-Cutrer Russian River Ranches Chardonnay $ Scotch Irish Sgt. Major IPA (6pk) $ Armagnac De Montal VSOP $ Matua Valley Hawkes Bay Sauvignon Blanc $ Graham s 20 Year Old Tawny Port $ Feudo Arancio Syrah Sicilia $ (VE) Conundrum $ Lvivske Premium Lager (500 ml) $ (VE) Perrin & Fils Les Sinards Châteauneuf-Du-Pape $ La Fin Du Monde (750 ml) $ (VE) D Arenberg D Arry s Original $ (VE) Anselmi San Vincenzo $ (VE) Tignanello $ Promotional Turn 8: What s Your Whisky?

95 LCBO # Description PRICE Party Favours (V) Croft pink port $ Hobgoblin Ale (500 ml) $ Gibson s Finest Rare 18 Year Old $ (VE) Inniskillin Vidal Icewine (375 ml) $49.95 Spirited Cuisine Duff Gordon Brandy $ Bulleit Bourbon Frontier Whiskey $ Maker s Mark Kentucky Bourbon $ Calvados Boulard $ Woodford Reserve Distiller's Select Bourbon $ St. Remy XO $28.30 Countdown To Christmas Inniskillin Chardonnay VQA $ Lanson Rose Label Brut Rosé $ Grey Goose La Poire $ Cragganmore 12-year-old Single Malt $ Herradura Reposado Tequila $ Grand Marnier Louis-Alexandre $ Hillebrand Gewürztraminer Artist Series VQA $ Dunavár Muscat Ottonel $ Argento Malbec $ (VE) Esporao Reserve Red $ (VE) Conundrum $ Historic Ales of Scotland $11.25 Charms Of Charcuterie 6262 Codorníu Brut Clasico Sparkling $ J&F Lurton Les Salices Pinot Noir $ Cono Sur Viognier $ Georges Duboeuf Beaujolais Brouilly $ P Hubert Pineau Des Charentes Reynac $ Alvear s Amontillado $ Cave Spring Gamay VQA $ Cave Spring Riesling VQA $14.25 Marketing & Product Guide 95

96 LCBO # Description PRICE (V) Tio Pepe Fino sherry $ Pierre Sparr Gewürztraminer $ Henry Of Pelham Special Select Late Harvest Vidal VQA (375 ml) $19.95 The Convenient Cocktail Smirnoff Classic Caesar (4pk) $ Seagram s Vodka Spritzer Tropical Lemon Lime (4pk) $ Smirnoff Grand Cosmopolitan $ Jose Cuervo Golden Margarita $ Smirnoff Cocktails Vodka Mojito with Kaffir Lime $ Appletini (4pk) $ Woody s 99 Orange (4pk) REMOVED $ Pomtini (4pk) $ Bacardi Breezer Strawberry Daiquiri (4pk) $ Woody s Pink Grapefruit (4pk) $ Seagram s Orange Cream Swirl (4pk) $7.95 Budget Bubblies 6262 Codorníu Brut Clasico Sparkling $ Freixenet Cordon Negro Brut $ Araldica Asti $ Henkell Brut Sparkling Wine $ Segura Viudas Brut Sparkling Wine $ Prosecco di Valdobbiadene $ Freixenet Cordon Rosado $ Seaview Sparkling Shiraz $13.95 Matchmaker: Beaujolais Cuisine 2881 Pisse-Dru Beaujolais $ Bouchard Aîné & Fils Beaujolais Supérieur $ Georges Duboeuf Beaujolais Brouilly $ (V) Brouilly Dame de Briante $ Georges Duboeuf Beaujolais-Villages $ (V) Moulin-à-Vent Domaine Bourisset $ Pisse-Dru Beaujolais Blanc $ (V) Louis Jadot Beaujolais-Villages $ Bouchard Père & Fils Beaujolais-Villages $ Promotional Turn 8: What s Your Whisky?

97 LCBO # Description PRICE Globetrotting Duchy Originals Organic Ale (500 ml) $ (VE) Crasto Vinho Tinto $ Red Knot Cabernet Sauvignon $ Chocotella Cream Liquor $ Bartender Secrets Whisky Sour $ Voga Sparkling Pinot Grigio $ Russian Standard Vodka $ Malivoire Red VQA $ (VE) Mitolo Jester Shiraz $21.95 What To Drink Courvoisier Exclusif Cognac $80.15 Perfect Pair Montresor Amarone $33.95 Beer with Pot Pies Mill Street Tankhouse Ale (6pk) $ Leffe Blonde (6pk) $ Aecht Schlenkerla Rauchbier (500mL) $ Marston s Pedigree Bitter (500mL) $ Hoegaarden (6pk) $ Innis & Gunn Oak Aged Beer (330mL) $ Sleeman Honey Brown Lager (6pk) $ Mcauslan Apricot Wheat Ale (6pk) $ King Brewery Pilsner (6pk) $12.75 Marketing & Product Guide 97

98 98 Promotional Turn 8: What s Your Whisky?

99 Display Table Merchandising Guidelines Promotion Dates: October 11 November 7, 2009

100 Merchandising Display Tables Table of Contents Program Overview Participating Stores Merchandising Display Table Guidelines Display Table Themes Product Orders Market Place Fixtures Product Placement Nesting Table Baskets Nesting Table Theme Location Promo Table Theme Location Nesting Table Display Themes What s your Whisky? My Wine: golocal What s Your Rye? What s Your Scotch? Vintages October 24 th Release Vintages November 7 th Release Promo Table Display Themes Fine Dining with Whisky Dinner Reds Dinner Whites My Whisky: Neat Store Floor Plans The display guidelines contained in this booklet provide direction on merchandising Nesting and Promo Tables effectively for each Promotional Turn. Nesting and Promo Table displays provide additional opportunities for incremental sales and are major components of the store environment and shopping experience. Participating Stores* 1, 15, 21, 22, 31, 35, 38, 40, 57, 115, 149, 164, 171, 185, 187, 191, 198, 200, 212, 226, 243, 252, 253, 265, 329, 334, 340, 346, 355, 360, 361, 367, 371, 373, 378, 388, 390, 393, 412, 416, 417, 432, 438, 445, 452, 495, 522, 523, 525, 536, 542, 544, 545, 555, 556, 573, 575, 590, 601, 617, 623, 624, 631, 632 *Not all stores participate in all programs. Visual Merchandising Team If you have any questions, please contact your store s Regional Visual Merchandiser or Julia Coates at Promotional Turn 8: What s Your Whisky?

101 Merchandising Display Table Guidelines Display Table Themes Merchandise tables according to the themes provided. These themes have been selected to maximize sales potential. Product Orders For each Nesting Table, please order two or three cases of each of the participating products. For each Promo Table, please order two or three cases of each of the six to eight participating products. The Store Manager may modify product selections, based on customer buying patterns and demographics but alternative products should match the theme. EXAMPLE OF THEME SIGNAGE EXAMPLE OF LIKE WITH LIKE EXAMPLE OF NESTING TABLE Marketing & Product Guide 101

102 Market Place Fixtures Merchandising Product Placement Avoid spreading products over the entire table. Too many facings of the same product will make the display seem cluttered, dulling the impact of the products being promoted. By following the basic principle of like product with like product, you will accomplish a themed, fully stocked and customer-friendly fixture. Remember to consider the colour, size and type when building your display. Placing complementary colours next to each other also enhances the look of the display. Items on the Display Tables should not compete with each other. Nesting Table Baskets All nesting tables must have a basket on each corner of the table. Select one product to merchandise in each basket complementing the theme. Sign the product with metal sign holders and black sign inserts. Each medium sized basket holds two cases of 750 ml product or one case of 1000 ml /1500 ml product. EXAMPLE OF COLOUR, SIZE, TYPE EXAMPLE OF BASKET WITH SIGN 102 Promotional Turn 8: What s Your Whisky?

103 Market Place Fixtures Merchandising Market Place Fixture Participating Stores 38, 329 Market Place (Centre Area) Please use this premium selling space to highlight products that are from the golocal promotion. These products may be chosen at your discretion, but be sure to feature themed products on these fixtures. Please choose four to eight brands per fixture. MARKET PLACE (STORE 329) Marketing & Product Guide 103

104 Nesting Table Fixtures Product Theme Location Store # What's Your Whisky? My Wine: golocal What's Your Rye? What's Your Scotch? Vintages Vintages Essentials Store # What's Your Whisky? My Wine: golocal What's Your Rye? What's Your Scotch? Vintages Vintages Essentials 1 N1 10 N1 N2 N3 N4 2 x V 15 N1 21 V 22 N1 31 V 35 N1 38 N1 N2 V 40 N1 57 N1 115 N1 N2 V 149 N1 N2 164 N1 171 N1 185 N1 187 N1 N2 V 198 N1 200 N1 212 N1 226 V 252 N1 V 329 V 334 N1 340 N1 N2 V 346 N1 355 N1 N2 V 360 N1 N2 N3 N4 V 361 N1 367 N1 371 N1 V 373 V 378 V 388 N1 390 N1 393 N1 412 N1 416 N1 V 417 N1 V 432 N1 438 V 445 N1 495 N1 N2 N3 V 511 V 522 N1 523 N1 N2 N3 V 525 N1 V 536 N1 542 N1 544 V 545 N1 555 N1 556 N1 V 573 N1 575 N1 590 N1 N2 601 N1 617 N1 623 N1 624 N1 631 N1 N2 632 N1 Refer to Store Floor Plan for table location. Stores will receive a sign for specific themes. It is the Manager s discretion to choose which themed tables to build. Choose twelve to sixteen products from the Promo Table themes. 104 Promotional Turn 8: What s Your Whisky?

105 Promo Table Fixtures Product Theme Location Store # Featured Gift Fine Dining with Whisky Dinner Reds Dinner Whites My Whisky: Neat Store # Featured Gift Fine Dining with Whisky Dinner Reds Dinner Whites My Whisky: Neat 10 P FG 21 1 FG 2 x P1 P2 P3 P FG 57 1 FG FG 115 P1 P2 P FG FG 187 P1 P2 P3 P FG FG FG FG FG's P1 P2 P3 P4 253 P1 P2 P FG P FG's 334 P1 P2 P3 P4 346 P1 P2 P3 P FG P FG FG FG FG 373 P1 P FG P1 P2 P3 P FG FG FG FG P FG FG FG FG 445 P1 P2 P3 P FG FG P FG FG P FG FG FG P FG FG FG's FG 590 P1 P2 P3 P FG FG P FG FG P1 P2 P3 P4 631 P1 P2 P FG P1 P2 P3 P4 Refer to Store Floor Plan for table location. Stores will receive a sign for specific themes. It is the Manager s discretion to choose which themed tables to build. Choose twelve to sixteen products from the Promo Table themes. Marketing & Product Guide 105

106 Nesting Table Theme: N1 What s Your Whisky? A Nesting Table with a Selection of Canadian Whisky There should be different products ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered Each basket will hold 1 case of 1000 ml/1500 ml product or 2 cases of 750 ml product LCBO # Description Format 893 Wiser's Deluxe 750 ml 1487 Crown Royal 750 ml 3558 Gibson's Finest 750 ml Wiser's Small Batch Whisky 750 ml Century Reserve 15 Year Old Whisky 750 ml Canadian Club Classic 750 ml Gibson's Finest Sterling Edition 750 ml Canadian Club Reserve 750 ml Centennial 10 Year Old Limited Edition Rye 750 ml Forty Creek Barrel Select 750 ml Danfield's Private Reserve Small Batch 750 ml Mountain Rock Whisky 750 ml Baskets: 307 Seagrams V.O. 750 ml 984 Alberta Premium 750 ml 1222 Wiser's Special Blend 750 ml Golden Wedding 750 ml 106 Promotional Turn 8: What s Your Whisky?

107 Nesting Table Theme: N1 What s Your Whisky? Basket C 1 case Basket B 1 case FacingsTrade Copy SIGNAGE SOFT DRESSING Only Basket D 1 case Basket A 1 case Marketing & Product Guide 107

108 Nesting Table Theme: N2 My Wine: golocal A Nesting Table with a Selection of Ontario VQA (Red & White) There should be different products ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered Each basket will hold 1 case of 1000 ml/1500 ml product or 2 cases of 750 ml product. LCBO # Description Format Bees Cabernet Merlot VQA 750 ml Harbour Estates Sunrise Vidal/Chardonnay VQA 750 ml Palatine Hills Riesling/Traminer VQA 750 ml Strewn Cabernet Franc/Cabernet Sauvignon VQA 750 ml Creekside Shiraz VQA 750 ml Reif Riesling VQA 750 ml Rosehall Run Chardonnay Sur Lie VQA 750 ml Coyotes Run Pinot Gris Pinot Blanc VQA 750 ml Girls Night Out Cabernet/Shiraz VQA 750 ml Konzelmann Golden Vidal VQA 750 ml Pelee Island Blanc De Blanc Seyval Blanc VQA 1500 ml Hillebrand Artist Series Cabernet Sauvignon VQA 750 ml (V) Rose Ladybug (Malivoire Wine Co.) 750 ml Birchwood Gewurztraminer/Riesling VQA 750 ml Peninsula Ridge Inox Chardonnay VQA 750 ml Trumpours Mill Gamay Noir VQA 750 ml Baskets: 1818 Angels Gate Chardonnay VQA 750 ml Inniskillin Brae Blanc Reserve VQA 750 ml Estate Bottled Merlot (Featherstone Estate) 750 ml Cave Spring Pinot Noir VQA 750 ml 108 Promotional Turn 8: What s Your Whisky?

109 Nesting Table Theme: N2 My Wine: golocal Basket C 1 case Basket B 1 case FacingsTrade Copy SIGNAGE SOFT DRESSING Only Basket D 1 case Basket A 1 case Marketing & Product Guide 109

110 Nesting Table Theme: N3 What s Your Rye? A Nesting Table with a Selection of International Whisky & Rye There should be different products ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered Each basket will hold 1 case of 1000 ml/1500 ml product or 2 cases of 750 ml product. LCBO # Description Format Jameson Irish Whiskey 750 ml Bushmills Irish Whiskey 750 ml Jack Daniel's Sour Mash 750 ml Tullamore Dew Irish Whiskey 750 ml Maker's Mark Kentucky Bourbon 750 ml Bushmills Malt 10 Year Old 750 ml Jameson Year Old 750 ml Knob Creek Bourbon 750 ml Gentleman Jack Rare Tennessee Whiskey 750 ml Jack Daniel's Single Barrel Whiskey 750 ml Woodford Reserve Distiller's Select Bourbon 750 ml Redbreast 12 Year Old Irish Whiskey 750 ml Baskets: Jim Beam White Label Bourbon 750 ml Bulleit Bourbon Frontier Whiskey 750 ml Wild Turkey Bourbon 750 ml Jim Beam Black Kentucky Bourbon Aged 8 Years 750 ml 110 Promotional Turn 8: What s Your Whisky?

111 Nesting Table Theme: N3 What s Your Rye? Basket C 1 case Basket B 1 case FacingsTrade Copy SIGNAGE SOFT DRESSING Only Basket D 1 case Basket A 1 case Marketing & Product Guide 111

112 Nesting Table Theme: N4 What s Your Scotch? A Nesting Table with a Selection of International Scotch There should be different products ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered Each basket will hold 1 case of 1000 ml / 1500 ml product or 2 cases of 750 ml product. LCBO # Description Format 7617 Chivas Regal 12 Year Old 750 ml 7880 Johnnie Walker Black 12 Yr 750 ml Glenfiddich Single Malt 12 Year Old 750 ml Cutty Sark Blended Scotch Whisky 750 ml The Glenlivet 12 Yr Malt 750 ml The Famous Grouse 750 ml Whyte & Mackay 13 Year Old Scotch Whisky 750 ml The Black Grouse 750 ml Bowmore 12 Year Old Islay Single Malt 750 ml The Balvenie 12 Yr. Doublewood 750 ml Dewar's Special Reserve 12 Year Old Finest 750 ml Glen Parker Single Malt 750 ml Baskets: Auchentoshan 12 Year Old Single Malt Scotch 750 ml Mcclelland 5 Year Old Islay Malt Whisky 750 ml Dun Bheagan Islay 8 Year Old Single Malt 750 ml Scapa 14 Year Old Single Malt Scotch 750 ml 112 Promotional Turn 8: What s Your Whisky?

113 Nesting Table Theme: N4 What s Your Scotch? Basket C 1 case Basket B 1 case FacingsTrade Copy SIGNAGE SOFT DRESSING Only Basket D 1 case Basket A 1 case Marketing & Product Guide 113

114 Nesting Table Theme VINTAGES October 24 th Release Nesting Table of VINTAGES Wines There should be different products ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered Each basket will hold 1 case of 1000 ml/1500 ml product or 2 cases of 750 ml product. LCBO # Description Format Gsm Old Vine Barossa (Torbreck Vintners) 750 ml Chardonnay West Australia (Xanadu) 750 ml (V) 07 Wallace Shiraz Grenache Barrosa (Glaetzer) 750 ml Skuttlebutt Marg R. Sauv. Blanc Semil (Stel) 750 ml Nemea Agiorgitiko Est. Papaioannou (Interv) 750 ml Beronia Reserva (Gonzales Byass) 750 ml Wildass Red (Stratus) 750 ml Shiraz Pirathon Barrosa (Inland Trading Co.) 750 ml Riesling Devil s Corner Tasmania (Tamar Ri) 750 ml Citrine Chardonnay Mclaren Vale (Gemtree V) 750 ml Chardonnay (Sticks Yarra Valley) 750 ml Cab Sauv Rex Watson Coonawarra (Watson Wine) 750 ml Cab Sauvignon Coonawara Katnook Est (Wingara) 750 ml (V) 07 Cab Sauv Ringbolt Marg Riv (Negoc Int'l) 750 ml Uncut Shiraz Mclaren Vale (Gemtree Vyds) 750 ml (V) Shiraz Bella's Garden Barrosa (Two Hands) 750 ml Vasse Felix Cab Sauv Margaret River (Negoc) 750 ml Cab/Mer Res Marykathleen Mclaren(Coriole) 750 ml (V) D'Arry's Orig Shiz/Gren Mcla (D'Arenberg) 750 ml Pinot Noir Kayena Vyd Tasmania (Tamar Ridge) 750 ml Sauv Bl Adelaide Hills (Shaw+Smith) 750 ml Pinot Noir Yarra Ridge (Foster's Wine Esta) 750 ml 114 Promotional Turn 8: What s Your Whisky?

115 Nesting Table Theme VINTAGES November 7 th Release Nesting Table of VINTAGES Wines There should be different products ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered Each basket will hold 1 case of 1000 ml/1500 ml product or 2 cases of 750 ml product. LCBO # Description Format Clos Du Bois Alexander Vly Res Mer (Conste) 750 ml (V) Fontanafredda Briccotondo Barbera 750 ml Wildass Red (Stratus) 750 ml Las Rocas Garnacha (Altovinum) 750 ml Chianti Riserva (Rocca Delle Macie) 750 ml Merlot Reserva, Rapel (Vina Maipo) 750 ml Chateau de Lafaurie 750 ml Chateau Guillou Montagne-Saint-Emilion 750 ml Cabernet Sauvignon Zuccardi Q (La Agricola) 750 ml Sauv Blanc Marlborough (Blind River Wines) 750 ml Cotes Du Rhone (Vignerons Castelas) 750 ml (V) Shiraz Cathedral Cellar (Kwv Int) 750 ml Arboleda Chard Colchagua Valley (Vina Sena) 750 ml Chardonnay Terra Barossa Eden(Thorn Clarke) 750 ml (V) 08 Shiraz Friends Barossa Valley (Elderton) 750 ml Brusco Dei Barbi Igt Tuscany (Barbi) 750 ml (V) Chardonnay (Flat Rock Cellars) 750 ml Valpolicella Campoletti (Luigi Righetti) 750 ml Lugana San Benedetto Lombardy (Zenato) 750 ml Cuvee Mathilde Minervois (Ch Gourgazaud) 750 ml Cabernet Sauvignon Humbird (Clos La Chance) 750 ml A Mano Primitivo Igt Puglia (Fusione/Gi Sp) 750 ml Marketing & Product Guide 115

116 Promo Table Theme: P1 Fine Dining with Whisky A Promo Table of Whisky for Fine Dining Merchandise two or three cases of six to eight products of the following participating products. LCBO # Description Format Laphroaig Quarter Cask 750 ml Wiser's 18 Year Old 750 ml Talisker 10 Yr Old 750 ml Islay Mist Scotch 8 Year Old 750 ml Woodford Reserve Distiller's Select 750 ml Glen Breton Rare Canadian 10 Yr Old 750 ml Redbreast 12 Yr Old Pot Still 750 ml SIGNAGE This merchandising option allows for a select amount of products to be displayed. There should be 6-8 different products ordered for the table set up. To merchandise the table properly, 2-3 cases of each product should be ordered, allowing for 4-8 facings of each product Promotional Turn 8: What s Your Whisky?

117 Promo Table Theme: P2 Dinner Reds A Promo Table of Red Dinner Wines (New World & European) Merchandise two or three cases of six to eight products of the following participating products. LCBO # Description Format Los Arboles Cabernet Sauvignon 750 ml Santa Carolina Brut Reserve 750 ml Montecillo Crianza La Rioja 750 ml Georges Duboeuf Beaujolais 750 ml Philippe De Rothschild Merlot Vdp 750 ml Angels Gate Cabernet Merlot VQA 750 ml Creekside Cabernet VQA 750 ml Montalto Nero D'Avola Cabernet Sauvignon 750 ml SIGNAGE This merchandising option allows for a select amount of products to be displayed. There should be 6-8 different products ordered for the table set up. To merchandise the table properly, 2-3 cases of each product should be ordered, allowing for 4-8 facings of each product Marketing & Product Guide 117

118 Promo Table Theme: P3 Dinner Whites A Promo Table of White Dinner Wines (New World & European) Merchandise two or three cases of six to eight products of the following participating products. LCBO # Description Format 2527 Mouton Cadet Blanc 750 ml Francis Coppola Presents Bianco Pinot Grigio 750 ml Los Arboles Chardonnay 750 ml Sogrape Gazela Vinho Verde 750 ml Konzelmann Riesling VQA 750 ml Pasqua Pinot Grigio Delle Venezie 750 ml Henry of Pelham Reserve Chardonnay VQA 750 ml Philippe De Rothschild Chardonnay Vdp 750 ml SIGNAGE This merchandising option allows for a select amount of products to be displayed. There should be 6-8 different products ordered for the table set up. To merchandise the table properly, 2-3 cases of each product should be ordered, allowing for 4-8 facings of each product Promotional Turn 8: What s Your Whisky?

119 Promo Table Theme: P4 My Whisky: Neat A Promo Table of Whisky & Scotch Best Served Neat Merchandise two or three cases of eight products of the following participating products. LCBO # Description Format Danfield's Limited Edition 21 Yr Old Whisky 750 ml Crown Royal Cask No ml Glenmorangie The Quinta Ruban Highland Malt 750 ml The Glenlivet Nadurra Aged 16 Years 750 ml Lagavulin 16 Yr Malt 750 ml Talisker 10yr Old 750 ml Glenrothes Vintage Single Malt 750 ml Johnnie Walker Gold 750 ml Glen Breton Rare Canadian Single Malt 750 ml SIGNAGE This merchandising option allows for a select amount of products to be displayed. There should be 6-8 different products ordered for the table set up. To merchandise the table properly, 2-3 cases of each product should be ordered, allowing for 4-8 facings of each product Marketing & Product Guide 119