Trade Copy Only. Product Guide. Promotion Dates: July 19 August 15, 2009

Transcription

1 M arketing & Product Guide Promotion Dates: July 19 August 15, 2009

2 2 Introduction... 4 Thematic Signage... 5 Advertising Participating Stores Tactical Program Caribana Pod Program Category In-Section Gin Cross Merchandising Great Value / Just Arrived Beers Summer Rosés Program Gifting & Packaging Promotional Fixture Corporate Promotional Programs.. 57 Ontario Superstars Popular Pick Premium/Specialty Beer Program Mixed Drink Fixture Table of Contents Special Events Sold Space Program End Aisle Display Brands Shelf Extenders Discovery Shelf Extenders Community Extenders C&D Stores.. 73 Green Extenders IMAGE Shelf Talker Program Limited Time Offers Value Added Program Air Mi l e s Bundling Bonus Air Miles Promotion.. 88 Necktags Contests Fo o d & Dr i n k Nesting Table 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. Promotional Turn 5: WE VE GOT YOUR BEER

3 Promotional Guide

4 4 Overview Introduction Over the past three years our beer promotions have focused on the idea that at the LCBO, we ve got your beer. The product mix for this year s promotion was chosen to deliver on a message - entertaining with beer. We want to encourage customers to think of beer for all their entertaining needs. Whether it s a summer menu or a backyard BBQ, we ve got a beer to match! There are many varieties and styles of beer available for our customers to discover and enjoy. For those who want to discover a little more, there is our unrivaled collection of premium beers, Ontario craft beers and premium specialty summer beers. With this focus, we will satisfy our regular customers and thrill new customers who will discover the ease and versatility of entertaining with beer. This summer, serve beer! P5 Music Period 5 is for the men (well maybe the women too). Music that speaks to men men of all ages. Rock music - classic rock and even new classic rock (if there is such a thing) Full of memories... timeless, contagious melodies, up-tempo beats and fun, fun, fun. Ah, summertime and music, all in concert with the great taste of premium beers. Promotional Turn 5: WE VE GOT YOUR BEER

5 Thematic Signage New and Improved: Backer Cards Exterior Banners

6 6 Thematic Signage Component Where to install sign Re-order Code Images End Aisle Backer Cards Dimensions: 30 w x 24 h Where Product Code Generic We've Got Your Beer End Aisle 1 Grolsch and Pilsner Urquell End Aisle 2 Stella Artois End Aisle 3 Corona End Aisle 4A Alexander Keith's End Aisle 4B Alexander Keith's End Aisle 5 Heineken End Aisle 6 Guinness End Aisle 7 Rickard's End Aisle 8A Mill Street (Tankhouse Ale/Organic/Stock Ale) End Aisle 8B Sleeman End Aisle 9A Steam Whistle End Aisle 9B Creemore Springs End Aisle 10 Dos Equis/Sol End Aisle 11 Moosehead End Aisle 12A Peroni End Aisle 12B Fruli/Erdinger End Aisle 13 Smithwick's/Harp End Aisle 14 Miller Genuine Draft End Aisle 15 Blanche De Chambly/La Fin Du Monde/Maudite End Aisle 16 St. Ambroise End Aisle 17 Devil's pale Ale/RedLeaf/Golden Horseshoe End Aisle 18 Antigravity/Trailhead/Nickel Brook End Aisle 19 Muskoka/Black Oak/Cameron's End Aisle 20 Waterloo Dark and Wheat Continued generic backer card Promotional Turn 5: WE VE GOT YOUR BEER

7 NEW & IMPROVED BACKER CARDS Please note the following changes to Backer Cards: The Backer Cards, now printed on a thinner stock which has a smoother finish, are easier to recycle and cheaper to produce. We now print the End Aisle number in small type (example: EA-1) along the edge of each Backer Card to assist in identifying the End Aisle location in your store for easier set-up. Marketing & Product Guide 7

8 8 Thematic Signage Component Where to install sign Re-order Code Images Exterior Banner Dimensions: Banner: 43 w x 87 h Exterior Banner Dimensions: Banner: 43 w x 87 Install on outside of your store. Order of signs 1. We ve Got Your Beer 2. Beer Collage ALTERNATE THE PATTERN OF SIGNS NEW & IMPROVED EXTERIOR BANNERS: # # Continued New wind vents and additional lock stitching have been added to prevent damage due to high winds. Please install as usual. Promotional Turn 5: WE VE GOT YOUR BEER

9 Thematic Signage Continued Component Where to install sign Re-order Code Images Hero Display Banner Stand Insert Dimensions: 20 w x 70 h These signs are made from recyclable material. Pricer Cards Dimensions: 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. Tasting Bar / Backlit Dimensions: 21 15/16 w x 32 9/16 h Hero Display 1. Taste of Belgium # Hero Display # Metal Thematic Banner Stand (at front of store) Tasting Bar or Backlit Sign Holder # # Marketing & Product Guide 9

10 10 Thematic Signage Component Where to install sign Re-order Code Images Power Aisle Banner Dimensions: 45 w x 30 h Thematic Transparency Dimensions: 28.5 w x 28.5 h Order of Signs: FRONT: We ve Got Your Beer BACK: Beer Collage ALTERNATE THE PATTERN OF SIGNS Install in the light box closest to the main doors of the store. 1. We ve Got Your Beer # # Continued Perimeter Transparency Install in the second light # box closest to the main Dimensions: doors of the store w x 28.5 h 2. Guinness Promotional Turn 5: WE VE GOT YOUR BEER

11 Thematic Signage Continued Component Where to install sign Re-order Code Images Perimeter Transparency Dimensions: 28.5 w x 28.5 h Perimeter Transparency Dimensions: 28.5 w x 28.5 h Perimeter Transparency Dimensions: 28.5 w x 28.5 h Social Responsibility Vinyl Cling Install in the third light box closest to the main doors of the store. 3. Bavaria Install in the fourth light box closest to the main doors of the store. 4. Mill St. Install in the fifth light box closest to the main doors of the store. 5. Stella Artois Install on Exit Door ALWAYS REMOVE THE PREVIOUS VERSION # # # # (English) # (French) Marketing & Product Guide 11

12 12 Thematic Signage Component Where to install sign Re-order Code Images Perimeter Banner Dimensions: 30 w x 30 h Perimeter Banner Dimensions: 30 w x 30 h Perimeter Banner Dimensions: 30 w x 30 h Perimeter Banner Dimensions: 30 w x 30 h Order of Signs: 1. FRONT and BACK: We ve Got Your Beer 2. FRONT: Stella Artois BACK: Steam Whistle 3. FRONT: Guinness BACK: Bavaria 4. FRONT: Fuller s BACK: London Pride/Mill Street ALTERNATE THE PATTERN OF SIGNS (see below) # # Continued # # Promotional Turn 5: WE VE GOT YOUR BEER

13 Thematic Signage Continued Component Where to install sign Re-order Code Images Window Showcards Dimensions: 28 w x 45 h Order of Signs: FRONT: We ve Got Your Beer BACK: Beer Collage ALTERNATE THE PATTERN OF SIGNS # Marketing & Product Guide 13

14 14 Thematic Signage Continued Component Code Notes: Mixed Drink Poster BBQ Picks & Connoisseur Picks (Around the world one pick at a time) Mixed Drink Poster Pub Picks & Euro Picks Mixed Drink Recipe Card BBQ Picks & Connoisseur Picks Mixed Drink Recipe Card Pub Picks & Euro Picks Mixed Drinks Drum Sign Connoisseur and BBQ (Take your pick) 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 On shelf Thematic regular extender strips On shelf Thematic community extender strips On shelf Thematic discovery extender strips On shelf Thematic blank shelf talkers (bundled in 20 s) On shelf Thematic blank pricer cards (bundled in 50 s) On shelf Thematic blank extender strips (15 s) Ontario Wine Popular Pick Backer Card & Shelf Talkers Ontario Wine Superstars Full Kit Superstar complete kit Ontario Wine Superstars Superstar Shelf Talkers only Pod - Hot Pod Kit Cracked Canoe Pod - New Pod Kit Bud Light Lime Pod - Premium Pod Kit Creemore Unfiltered Lager Pod - Pricer Cards We ve got Your Beer (3 versions x 2) Promo Fixture - Gifting Featured Gift Promo Fixture Sign (short) Gin is in Promo Fixture Sign (long) Gin is in Promo Fixture Shelf Talkers Pre-printed and one per sku These signs are all made from recyclable material. Promotional Turn 5: WE VE GOT YOUR BEER

15 Advertising

16 16 Overview Advertising We ve Got Your Beer FSI Staying true to the We ve Got Your Beer theme, we ll be featuring approximately 100 products in this year s Beer FSI. We ll focus on new, exclusive, interesting types or styles of beer, Canadian and craft beer as well as highlighting an array of beer from around the world. A We ve Got Your Beer streetcar ad will also be promoted during the week of July 20 th for four weeks. Circulations Radio The FSI will be circulated in the following publications on July 25, 2009: Globe & Mail Toronto Star Ottawa Citizen Toronto Sun Ottawa Sun London Free Press Hamilton Spectator Windsor Star Kingston Whig-Standard Kitchener-Waterloo Record Sudbury Star Radio ads will be aired for 3 weeks starting July 22 to August 9 in the Toronto and Ottawa markets. Promotional Turn 5: WE VE GOT YOUR BEER

17 Advertising We ve Got Your Beer FSI Participating Products LCBO# Description Format Support Programs 1107 Bud Light TC 473 ml 2840 Lakeport Pilsener TC 473 ml 2899 Lakeport Honey Lager TC 473 ml 4341 Negra Modelo 6 Pk-B 6 x 325 ml BAM 6668 Staropramen 500 ml LTO Rickards Red TC 473 ml LTO Duchy Original Organic Ale 500 ml Brooklyn Lager 6 Pk-B 6 X355 ml Mill Street Stock Ale 6 Pk-B 6 x 341 ml Harp Premium Lager 6 Pk-C 6 x 330 ml LTO Mill Street Tankhouse Ale 6 Pk-B 6 x 341 ml Boris Beer 500 ml Spitfire Premium Ale 500 ml Sleeman Honey Brown Lager 473 ml LTO Sleeman Original Draught 473 ml LTO Lakeport Light TC 473 ml Alexander Keith s Red Amber Ale TC 473 ml BAM Mill Street Belgian Wit 6pk-B 6 x 341 ml Harviestoun Bitter & Twisted 500 ml BAM Corona Extra 6pk C 6 x 355 ml BAM Grolsch Blond 500 ml Smithwick s Imported Premium Irish Ale 440 ml Neustadt 10w30 Brown Ale 473 ml Leffe Brune 6pk 6 x 330 ml BAM Ochakovo Premium Lager 500 ml Sleeman Cream Ale-Can 473 ml Carlsberg Beer 500 ml-c 500 ml Tuborg Gold Beer 500 ml Saku Originaal 500 ml Zelta Premium Lager 500 ml Leffe Blonde 6 Pk-B 6 x 330 ml BAM Mill Street Original Organic Lager 6 x 341 ml Bass Pale Ale 500 ml Ozujsko 500 ml BAM Waterloo Dark 473 ml Rickard s White 6 Pk-B 6 x 341 ml Steam Whistle Premium Pilsner 500 ml Steinlager 6 Pk-B 6 x 330 ml Banks Beer 355 ml Moosehead Cracked Canoe 6 x 341 ml Marketing & Product Guide 17

18 18 Participating Products Advertising We ve Got Your Beer FSI LCBO# Description Format Support Programs Stella Artois Legere 500 ml Waterloo Wheat 473 ml Miller Genuine Draft P.E.T. 473 ml Alexander Keith s Premium White Ale 473 ml Sleeman Light 473 ml Bud Light Lime 6 x 330 ml Corona Extra 6 Pk-B 6 x 330 ml Dab Original 500 ml Pilsner Urquell 500 ml-c 500 ml BAM Guinness Draught 4 Pk-C 4 x 440 ml LTO Samuel Adams Boston Lager 6 Pk-B 6 x 344 ml Becks 500 ml-c 500 ml Heineken Lager 500 ml LTO Konig Pilsner 500 ml-c 500 ml Schneider Weisse 500 ml LTO Erdinger Weissbier 500 ml Sol 6 Pk-B 6 x 330 ml Lowenbrau Original 500 ml Stella Artois 6 Pk-B 6 x 330 ml Stella Artois 500 ml LTO Marston s Pedigree Bitter 500 ml Kilkenny Traditional Cream Ale 4pk-C 4 x 440 ml Kronenbourg ml Peroni Nastro Azzuro 6 Pk-B 6 x 330 ml Grolsch Premium Lager 500 ml Boddingtons Pub Draught 4 Pk-C 4 x 440 ml Hoegaarden 6 Pk-B 6 x 330 ml BAM Czechvar Premium Lager 500 ml Kingfisher Lager 330 ml-b 330 ml Kozel Beer 500 ml Corona Light 6 Pk-B 6 x 330 ml Creemore Springs Premium Lager 6 Pk-B 6 x 341 ml Affligem Blond 330 ml Singha Lager 6 Pk-B 6 x 330 ml Caledonian 80/- 500 ml Brahma Beer 6 Pk-B 6 x 355 ml Lech Beer 500 ml Red Stripe Lager 6 Pk-B 6x 330 ml LTO Blanche De Chambly 750 ml Maudite 750 ml Promotional Turn 5: WE VE GOT YOUR BEER

19 Advertising We ve Got Your Beer FSI Continued Participating Products LCBO# Description Format Support Programs Lakeport Brava 6 Pk-B 6 x 341 ml Mcauslan Apricot Wheat Ale 6 Pk-B 6 x 341 ml Busch 6 Pk-TC 6 x 473 ml Labatt Blue TC 473 ml Lvivske Premium Lager 500 ml Sleeman Clear 6 Pk-B 6x341 ml BAM Ekstra 500 ml Fruli Strawberry Beer 250 ml Sapporo Premium Beer 650 ml Molson Canadian 473 ml Budweiser TC 473 ml Coors Light 473 ml-tc 473 ml Alexander Keith s India Pale Ale 473 ml Big Rock Traditional Ale 6 Pk-B 6 x 341 ml Moosehead Beer 6 Pk-B 6 x 341 ml LTO St. Ambroise Pale Ale 6 Pk-B 6 x 341 ml St. Ambroise Oatmeal Stout 6 Pk-B 6 x 341 ml LTO Big Rock Grasshopper Wheat Ale 6 Pk-B 6 x 341 ml LTO Paulaner Salvator 330 ml La Fin Du Monde 750 ml TBD Creemore Springs Kellerbier Unfiltered Lager 473 ml Marketing & Product Guide 19

20 20 Overview Effective July 30 th to August 2 nd, the four products listed below will be on sale. The sale will be advertised in the local papers throughout Ontario. The sale will be advertised as valid while supplies last and in select stores. We recommend stores that list these products should order additional stock for the sale. Stores that do not stock these products should consider bringing them in for the sale. Caution should be used when bringing in inventory as this sale is only four days and is primarily an opportunity to blow out existing inventory. Circulations Please check the Sales and Marketing weekly newsletter for updates. Participating Products Bitburger Premium Pilsner 500 ml Can - LTO Save $ Holsten Premium Beer 500ml can - LTO Save $ Gosser Beer 500ml can - LTO Save $ Crown Royal 1140ml - LTO Save $5.00 Advertising Civic Holiday Four Day Super Sale Promotional Turn 5: WE VE GOT YOUR BEER

21 Column Heading Hero Display Thematic Banner Insert POD Program End Aisles Backer Cards Regular & Community Extenders Discovery Extenders Green Extenders Exterior Banners Showcards Power Aisle Banners Perimeter Signs Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Par ticipating Stores Key Number of Inserts shipped Number of Inserts shipped 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 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 Y= Store participates in the program Y = Store recieves the complete signage kit, or ST = Store only recieves the Shelf Talkers Y = Store participates in the program Y = Store participates in the program Mixed Drink Y = Store participates in the program

22 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 22 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 3 1 8P Y 4 1 8P Y P S Y Y Y Y 6 1 8S S+1L Y Y Y S Y ST P Y Y Y Y Y S S+1L Y P Y S S+1L Y S S+1L Y Y Y P S Y Y Y Y Y 16 ST S Y 7 Y Y S S Y Y Y Y S S+1L Y Y P S Y Y Y Y Y S Y S Y Y Y S S+1L Y Y 24 8S Y P S+1L Y Y Y P S+1L Y S S+1L Y Y S ST Y ST Y S ST Y P S Y Y Y Y Y S S+1L ST S S Y Y Y P S Y Y Y Y S S Y Y Y Y P Y P S Y Y Y Y Y S Y P Y S Y Y Y Y S ST Y S Y S Y S Y Y Y S S+1L Y ST Y 47 10S S+1L Y Y ST Participating Stores 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 Continued Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink ST S Y S Y Y 51 ST 52 ST Y ST S ST S Y S ST Y S S Y Y Y Y S S Y Y S S+1L Y S S+1L Y Y Y Y S S+1L Y Y S Y 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 Y Y ST 72 10S S+1L Y Y Y S S+1L Y Y S Y ST Y ST Y Y 78 5S ST Y S S+1L Y Y Y S S+1L Y Y S ST Y S Y Y S Y Y ST S Y 3 4 Y S Y ST Y S ST Y ST Y S S+1L Y Y S ST Y ST Y Promotional Turn 5: WE VE GOT YOUR BEER

23 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 ST Y S S+1L Y Y Y S S Y Y Y Y S ST Y ST Y ST Y S Y S Y Y Y Y ST Y ST Y S ST Y 110 5S ST Y ST Y ST Y ST Y ST Y P Y S Y 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 Y ST Y ST 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 Marketing & Product Guide 23 Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink ST Y ST Y ST P S+1L Y Y ST Y ST Y P S+1L Y Y Y S Y S Y S Y Y Y ST Y ST Y P Y S Y Y Y Y Y P S Y Y Y Y Y ST Y S Y S S Y Y S Y S Y Y Y S S+1L Y Y P S+1L Y Y Y ST Y ST Y ST Y ST Y ST Y ST Y S S+1L Y P S Y Y Y Y S S+1L Y Y Y Y ST Y S Y P S Y Y Y Y ST Y ST Y S S Y 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 ST Y P S+1L Y Y

24 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 24 Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink 183 5S Y Y S ST Y P S+1L Y Y Y Y Y S Y Y S Y S Y Y Y Y Y S S+1L Y ST Y S S+1L Y Y 192 8S 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 Y 199 5S Y S Y S Y Y Y S S+1L Y Y 202 8S S+1L Y Y 203 ST ST Y ST Y S S Y Y Y S ST Y S S Y Y Y Y S S Y Y S Y Y P Y S Y Y Y ST Y ST S ST P Y 6 6 2S Y Y Y Y S S+1L Y Y Y ST Y ST Y ST S ST Y S ST Y ST Y S ST Y S S Y Y Y Y Y S Y S S+1L Y Y S ST Y Participating Stores 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 Continued Promo Fixture Ends Promotional Turn 5: WE VE GOT YOUR BEER Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink ST Y ST Y S ST Y S Y Y S S+1L Y ST Y S ST Y ST Y ST Y ST Y ST Y S S+1L Y Y P Y 6 6 2S Y 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 Y S S+1L Y Y Y P S Y Y Y Y ST Y S S Y Y Y Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y S S+1L Y Y ST Y S S Y Y Y S ST Y ST Y S ST S S Y Y S ST Y ST Y ST Y ST Y ST Y

25 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 ST 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 Y S Y Y Y Y Y ST 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 ST Y S S+1L Y Y Y ST Y 302 5S 5 5 ST Y ST Y S ST Y ST Y ST Y ST Y ST Y ST Y 310 5S Y P S+1L Y Y Y S Y 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 Marketing & Product Guide 25 Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink ST Y S+1L ST S Y ST Y ST Y P S+1L Y Y S Y S Y Y Y Y Y S Y S ST Y ST Y P S Y Y Y Y Y ST Y ST Y ST Y 333 Y ST S Y 6 8 2S Y Y Y Y Y ST Y ST Y ST Y ST Y ST Y S Y S Y Y S Y Y S S+1L Y Y Y S S+1L Y Y P Y S Y Y Y Y ST Y ST Y ST Y ST Y S S+1L Y Y ST Y P S+1L Y Y Y ST Y P Y S Y Y Y Y Y S Y ST S S+1L Y Y P S Y Y Y Y Y S S Y Y Y Y Y S S Y Y 363 5S ST ST Y

26 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 26 Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink 365 ST S S+1L Y P Y S Y Y Y Y Y ST Y ST Y S S Y Y Y Y ST Y S S Y Y Y ST Y ST Y 376 ST Y ST Y S Y S Y Y Y Y ST Y ST Y S S+1L Y Y S S+1L Y Y S S Y Y Y Y P S+1L Y Y S Y 7 4 2S 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 Y S Y Y Y Y P S Y Y Y Y Y S S+1L Y Y ST Y S S Y Y Y Y ST Y S S+1L Y Y 401 8S Y S S+2L Y Y Y 4 4 ST S S Y Y Y ST Y 406 5S Y P Y S+1L Y Y S S+1L Y ST Y ST 411 8P Y P Y S Y Y Y Y Y ST Y Participating Stores 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 Continued 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 Y P S Y Y Y Y Y ST ST Y 420 ST ST Y ST Y ST Y S S Y Y Y S S Y Y 427 ST S Y S Y Y Y ST Y ST Y S Y S Y Y Y S Y S Y Y Y ST Y S S Y Y Y ST Y 436 5S ST S Y S Y Y Y Y S Y S Y Y Y Y Y ST Y ST Y ST Y ST Y P S+1L Y Y Y S Y S+1L Y Y S Y 9 8 2S Y Y Y Y Y ST Y ST Y ST Y ST Y ST Y ST Y Y Y Y P S+1L Y Y ST Y ST Y P S Y Y Y Y S Y Promotional Turn 5: WE VE GOT YOUR BEER

27 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 ST Y ST Y ST Y ST Y ST Y S Y 5 4 2S 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 Y S+1L Y Y Y ST Y Y S S+1L Y Y P Y Y ST Y ST Y ST Y S S Y Y Y ST Y ST Y P S+1L Y Y Y S S Y Y Y Y ST Y S Y P Y S 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 Marketing & Product Guide 27 Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S ST ST Y ST Y ST Y 512 ST ST Y ST Y 515 ST ST Y S ST Y S S+1L Y Y ST Y ST Y P S+1L Y Y P S Y Y Y P Y S Y Y Y Y ST Y P Y S Y Y Y Y Y 526 ST ST Y P Y 7T 6 3 2S Y Y Y Y Y S ST Y ST Y ST Y ST Y S Y ST Y P S Y Y Y Y ST Y 538 ST S ST S S Y Y ST Y P S Y Y Y Y Y ST Y S S Y Y Y Y S S Y Y Y S S Y Y Y Y 547 Y ST Y S S Y Y Y Y ST Y Y P S+1L Y Y

28 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 28 Promo Fixture Ends Feature Gift Premium Fixture Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y S Y Y Y Y P S Y Y Y Y ST Y ST Y S Y S Y Y ST Y ST Y ST Y S Y S S+1L Y ST Y P Y S+1L Y Y Y ST Y P S+1L Y Y Y S Y ST Y ST S S+1L Y Y P S Y Y Y Y ST Y S S Y 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 Y S S+2L Y Y Y Y S S+1L Y Y ST Y Y P Y 5 8 2S Y Y Y Y Y ST Y P S+1L Y Y ST Y ST Y ST Y ST Y 598 ST ST Y S Y S Y Y Y Y S S+1L Y Y Y Participating Stores 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 Continued 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 Y S Y Y S Y S Y Y Y Y S Y Y ST Y ST Y P S Y Y Y Y Y P Y S Y Y Y Y Y ST Y S Y S Y Y Y Y P Y S Y Y Y Y Y S Y S Y Y Y Y S S Y Y Y Y 693 ST 697 ST S S Y Y Y Y S Y 3 4 2S Y Y Y Y Y P Y S Y Y Y Y ST P S+1L Y Y Y S Y S Y Y Y Y Promotional Turn 5: WE VE GOT YOUR BEER

29 Tac tical Programs

30 30 Overview The Caribana Festival, known as one of the largest cultural festivals in North America, showcases the Caribbean culture through music, cuisine and performing arts. Attracting over 1 MILLION visitors from around the world every year, the festival highlights Toronto as the multicultural hub of North America. We ll be featuring a selection of products to help get everyone in the spirit of Caribana! Participating Products Key Dates Caribana 2009 Install: July 19, 2009 Takedown: August 4, 2009 Participating Stores 1, 3, 5, 6, 8, 9, 11, 13, 14, 18, 19, 163, 171, 183, 186, 198, 214, 217, 228, 242, 269, 279, 320, 329, 333, 334, 362, 408, 411, 416, 428, 436, 444, 457, 458, 470, 483, 494, 505, 532, 533, 542, 555, 564, 568, 584, 601, 742 LCBO# Description Format 8284 Hennessy Vs Cognac 750 ml Royal Extra Stout 6 x 275 ml Yellow Tail Bubbles Rose 750 ml Banks Beer 355 ml Carib 6 x 330 ml Dragon Stout 6 x 330 ml Alize Red Passion 750 ml Bottega Petalo Moscato 750 ml Kittling Ridge White Zinfandel Vidal 1500 ml Red Stripe Lager 6 x 330 ml El Dorado Demerara 5 Year Old Rum* 750 ml Signage and Merchandising Instructions Install the pre-printed Shelf Talkers in front of the participating products in their regular shelf position. Promotional Turn 5: WE VE GOT YOUR BEER

31 Pod Program 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. 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.

32 32 New Pod Cracked Canoe Pod Program Continued LCBO # Cracked Canoe 6 x 341 ml Bottle Moosehead brings us the perfect cottage beer a light lager that s full of flavour and smooth all the way through. These 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. Components: Flat Merchandiser with Topper Preprinted Pricer Card (1 version x 2) Promotional Turn 5: WE VE GOT YOUR BEER

33 Pod Program Continued Hot Pod Bud Light Lime LCBO # Bud Light Lime 6 x 330 ml Bottle For those hot summer days, here s a new Bud with a kick of natural lime flavour to satisfy your thirst. These 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. Components: Flat Merchandiser with Topper Preprinted Pricer Card (1 version x 2) Premium Pod Creemore LCBO # TBD Creemore Springs Kellerbier Unfiltered Lager 473 ml Can Another seasonal special from Creemore Springs this time a thirst-quenching summer lager that features a touch of spice and refreshing citrus flavour. These 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. Components: Flat Merchandiser with Topper Preprinted Pricer Card (1 version x 2) Marketing & Product Guide 33

34 Product Planogram NP NH N Premium Product Pod Creemore FACE PRODUCT Hot Product Pod Bud Light Lime FACE PRODUCT New Product Pod Cracked Canoe FACE PRODUCT FACE PRODUCT FACE PRODUCT FACE PRODUCT BACKER CARD BACKER CARD BACKER CARD T R A F F I C F L O W T R A F F I C F L O W T R A F F I C F L O W Backer Cards The HOT & PREMIUM PODs should be built in the power aisle or in another prominent location. Ho t Po d - Bu d Li g h t Li m e Pod Program Continued Premium Pod - Creemore The NEW Pod should always be built at the front of the store (in the power aisle). Front of Store NEW Po d - Cr a c k e d Ca n o e 34 Promotional Turn 5: WE VE GOT YOUR BEER

35 Categor y In-Section

36 36 Overview Gin is in! During P5, we are highlighting six of our favourite gin mixed drinks in the Promo Fixture and in-section. External print ads will also be used to encourage our customers to discover these great gin products and to try the six easy to-make, delicious recipes. Key Dates Start Date: July 19, 2009 Takedown: August 16, 2009 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, 58, 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, 192, 195, 196, 198, 200, 201, 202, 207, 209, 210, 212, 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, 411, 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, 698, 700, 702, 771, 776 Category In-Section Gin Participating Products Tanqueray Dry Gin 1140 ml Bulldog London Dry Gin 750 ml Beefeater 24 London Dry Gin 750 ml Bombay Sapphire London Dry 750 ml Broker s London Dry Gin 750 ml Hendrick s Gin 750 ml Signage and Merchandising Instructions Shelf Talkers (bundle of 6): Each store will be receiving two bundles of pre-printed Shelf Talkers. Install the Shelf Talkers in front of the participating products in the following locations: 1. Gin in-section 2. Promo Fixture Promo Fixture Sign Use the pre-printed category signs in the sign bands (see Promo Fixture section for more details). Takeaway Brochure Display the takeaway brochures in metal holders and place in front of the participating brands in the regular gin in-section and promo fixture section. Stock the brochure holder throughout the promotion (or while quantities last). Promotional Turn 5: WE VE GOT YOUR BEER

37 Category In-Section Cross Merchandising Overview Perpendicular Shelf Talkers will be installed in the Whisky and Wine sections to promote a selection of beer products. The goal is to encourage whisky and wine consumers to venture to the beer section to try a beer that has been selected to match their tastes. Key Dates Start Date: July 19, 2009 Takedown: August 16, 2009 Participating Stores All Stores Signage and Merchandising Instructions Perpendicular Shelf Talkers (6 versions) Install the following perpendicular Shelf Talkers in the Whisky section of the store. Molson Canadian Shelf Talker Budweiser Shelf Talker Holsten Premium Shelf Talker Install the following perpendicular Shelf Talkers in the White or Rosé Wine section of the store. Corona Shelf Talker Stella Artois Shelf Talker Heineken Shelf Talker Marketing & Product Guide 37

38 38 Overview Summer has finally arrived, and it s time to enjoy a refreshing, thirst quenching beer. This promotion is all about great value beer and new arrivals. We want our customers to think of beer for all their entertaining needs this summer. This summer, serve beer! Signage and Merchandising Instructions Perpendicular Shelf Talkers (2 versions): Category In-Section Great Value/Just Arrived Beer Key Dates Install: July 20, 2009 Takedown: August 16, 2009 Participating Stores All Stores Install the perpendicular Shelf Talkers in the beer and fridge section. Great Value shelf talkers with the following products: Lakeport Pilsener TC 473 ml Lakeport Honey Lager TC 473 ml Kaiser Beer 500 ml Tecate 473 ml Radeberger Pilsner 500 ml Labatt Blue TC 473 ml Molson Canadian 473 ml Just Arrived shelf talkers with the following new beer products Fuller s Extra Special Bitter 500 ml Innis and Gunn Blonde 330 ml Pump House Fire Chief s Red Ale 6 x 341 ml Propeller Extra Special Bitter 341 ml Bavaria Premium Light Beer 6 x 500 ml Alexander Keith s Premium White Ale 473 ml +TBD Flying Monkey s Hoptical Illusion Promotional Turn 5: WE VE GOT YOUR BEER

39 Summer Rosés Program (NEW Pro duc t Rotation for P5)

40 40 Overview Summer Rosés Program LCBO s Summer Rosés Program includes a number of initiatives with a focus on promoting 25 great rosé wines for the summer. This program runs from Promotional Turn 3 - Promotional Turn 5. Any remaining stock can be merchandised until Labour Day. Only 8-12 products will be merchandised at a time depending on the fixture, rotating every month. The products are divided into 3 groups rotating by fixture: Fridges, Gift Centres and Promo Tables. Each fixture has a slightly different theme to offer a complete array of entertaining solutions. YOUR STORE MAY BE PARTICIPATING IN MORE THAN ONE FIXTURE LOCATION FOR THIS PROGRAM. Signage Rosés Pre-Wrap Kits for Gift Centres and Promo Tables (Next shipment : Week of June 22, 2009) Category Signs Pre-printed Shelf Talkers Promotional Turn 5: WE VE GOT YOUR BEER

41 Summer Rosés Program Promotional Turn 5 Product List Participating products per store groups for Promotional Turn 5 LCBO # Description Format Participating Stores Gift Centres 8581 Peninsula Ridge Beal Vineyards Cabernet Rosé VQA 750 ml Santa Alicia Rosé 750 ml Stoneleigh Marlborough Pinot Noir Rosé 750 ml FuZion Shiraz Rosé 750 ml Martini Rosé 750 ml Mezzomondo Rosé 750 ml Pelee Island Rosé VQA 750 ml Anakena Cabernet Sauvignon Rosé 750 ml Marques de Caceres Rosé 750 ml Colio Estate Orchard Blush Rosé VQA 1500 ml Lamberti Pinot Grigio Blush IGT Delle Venezie Rosé 750 ml La Vieille Ferme Ventoux Rosé 750 ml Promo Tables Jacob s Creek Shiraz Rosé 750 ml Two Oceans Shiraz Rosé 750 ml Angel s Gate Rosé VQA 750 ml Barefoot White Zinfandel 750 ml Trapiche Septiembre Cool Wine Rosé 750 ml FuZion Shiraz Rosé 750 ml Cono Sur Merlot Rosé 750 ml JP Chenet Cinsault Grenache Rosé 750 ml Fridges 8581 Peninsula Ridge Cabernet Rose VQA 750 ml Le Rosé de Mouton Cadet 750 ml Folonari Pink Pinot Grigio IGT Venezie Rosé 750 ml Barefoot White Zinfandel 750 ml Pascual Toso Malbec Rosé 750 ml Sogrape Gazela Rosé 750 ml Mezzomondo Rosé 750 ml 10, 15, 21, 25, 31, 36, 83, 140, 148, 149, 156, 164, 179, 188, 226, 243, 288, 298, 324, 356, 361, 371, 386, 388, 389, 407, 412, 416, 432, 443, 445, 453, 465, 481, 525, 528, 540, 542, 553, 566, 587, 590, 601, 624, 629, 630, 771, , 187, 334, 346, 378, 445, 590, 624 1, 10, 15, 21, 25, 31, 36, 38, 83, 97, 132, 140, 148, 149, 156, 164, 171, 179, 187, 188, 198, 200, 217, 226, 243, 244, 253, 288, 298, 324, 329, 334, 346, 355, 356, 361, 371, 378, 383, 385, 386, 388, 389, 398, 407, 412, 416, 432, 443, 445, 453, 465, 481, 494, 525, 528, 540, 542, 546, 553, 566, 587, 590, 601, 623, 624, 629, 630, 698, 771, XOXO White Zinfandel-Gamay Rosé 750 ml Solaz Rosé 750 ml New Product Rotation for P5 Marketing & Product Guide 41

42 42 Summer Rosés Program Participating products per store groups for Promotional Turn 35 (continued) Promotional Turn 5 Product List The product selection will rotate from fixture to fixture each period to ensure equal opportunity. TO REPLENISH, ADDITIONAL STOCK IS AVAILABLE FOR ORDERING THROUGH YOUR WAREHOUSE. SEASONAL ROSÉ SKUS WILL NOT BE INCLUDED IN YOUR ACTUAL SKU COUNT ON YOUR FLASH REPORT. If product is out of stock: Option 1: Create larger facings of participating products Option 2: Temporarily replace out-of-stock participating products with year round rosé (see list below) until stock becomes available. LCBO# Description Format 166 Sogrape Mateus Rose 750 ml 9183 Brights President Pink Sparkling 750 ml Remy Pannier Rose D Anjou 750 ml Sogrape Mateus Rose 1500 ml Veuve Clicquot Ponsardin Rose 750 ml Roland Bouchacourt Cotes De Provence Rose 750 ml Yellow Tail Rose 750 ml Beringer White Zinfandel 1500 ml Sawmill Creek Autumn Blush 4000 ml Peller Estates French Cross Blush Crtn 1000 ml Alianca Casal Mendes Rose 750 ml Peller Estates French Cross Sparkling Rose 750 ml Lancers Rose 750 ml Girls Night Out Merlot Chard Rose Vqa 750 ml Lanson Rose Label Brut Rose 750 ml Beringer White Zinfandel 750 ml Robert Mondavi Woodbridge White Zinfandel 750 ml Robert Mondavi Woodbridge White Zinfandel 750 ml Sawmill Creek Autumn Blush 750 ml Gallo Family Vineyards White Zinfandel 750 ml Cave Spring Dry Rose Vqa 750 ml Gallo Family Vineyards White Zinfandel 1500 ml Carlo Rossi California Blush 1500 ml LCBO# Description Format Freixenet Cordon Rosado 750 ml Jeanjean Syrah Rose Vdp 750 ml Sawmill Creek Autumn Blush 1500 ml Lamberti Bardolino Chiaretto Rose 750 ml Sutter Home White Zinfandel 1500 ml Sutter Home White Zinfandel 750 ml Peller Estates French Cross Blush 1500 ml Peller Estates French Cross Blush 750 ml Corbett Canyon Coast Classic Cuvee Wht Zin 1500 ml Fetzer Valley Oaks White Zinfandel 750 ml Pelee Island Rose Vqa 750 ml Kittling Ridge White Zinfandel/Vidal 750 ml Eastdell Estates Rose Vqa 750 ml Peller Estates French Cross Blush Bib 4000 ml Kittling Ridge White Zinfandel/Vidal 1500 ml Henry Of Pelham Rose Vqa 750 ml Jackson-Triggs Prop Select White Merlot 750 ml Jackson-Triggs Prop Select White Merlot 1500 ml Reif Estate Gamay Rose Vqa 750 ml Promotional Turn 5: WE VE GOT YOUR BEER

43 Summer Rosés Program Fridges - Chilled, Ready-to-Serve, Food Match and Style Merchandising Instructions - Fridges Theme: Chilled, Ready-to-Serve, Food Match and Style All products will be supported with a shelf talker indicating a food match and style scale to assist in customers buying decision. Participating Stores: 1, 10, 15, 21, 25, 31, 36, 38, 83, 97, 132, 140, 148, 149, 156, 164, 171, 179, 187, 188, 198, 200, 217, 226, 243, 244, 253, 288, 298, 324, 329, 334, 346, 355, 356, 361, 371, 378, 383, 385, 386, 388, 389, 398, 407, 412, 416, 432, 443, 445, 453, 465, 481, 494, 525, 528, 540, 542, 546, 553, 566, 587, 590, 601, 623, 624, 629, 630, 698, 771, 776 Components: 3 x 8 Category Sign Pre-printed Shelf Talkers (1 per product) Merchandising Instructions: Install 3 x 8 sign as close to eye level as possible using a plastic clip. Install shelf talkers in front of participating products using plastic clips. Participating Products for P5: Fridge Category Sign LCBO # Description Format 8581 Peninsula Ridge Cabernet Rose VQA 750 ml Le Rosé de Mouton Cadet 750 ml Folonari Pink Pinot Grigio IGT Venezie Rosé 750 ml Barefoot White Zinfandel 750 ml Pascual Toso Malbec Rosé 750 ml Sogrape Gazela Rosé 750 ml Mezzomondo Rosé 750 ml XOXO White Zinfandel-Gamay Rosé 750 ml Solaz Rosé 750 ml Marketing & Product Guide 43

44 44 Merchandising Instructions - Gift Centres Theme: Rosés for Summer Gifts In addition to the product being merchandised in this fixture, a complimentary pre-wrap program featuring individually cello-wrapped bottles with a special tag and ribbon will be available. This will provide a quick and easy summer gift option. Participating Stores: 10, 15, 21, 25, 31, 36, 83, 140, 148, 149, 156, 164, 179, 188, 226, 243, 288, 298, 324, 356, 361, 371, 386, 388, 389, 407, 412, 416, 432, 443, 445, 453, 465, 481, 525, 528, 540, 542, 553, 566, 587, 590, 601, 624, 629, 630, 771, 776 Components: Category Sign Pre-printed Shelf Talkers (1 per products) Complimentary Rosé Pre-Wrap Program Kit: (Second Shipment: Week of June 22) 500 single-bottle cello bags 1 roll of green wraphia 10 rolls of green ribbon 500 Just For You gift tags Summer Rosés Program Gift Centre - Rosés for Summer Gifts Stores will have received a Cash Desk Scan Card to help track the success of the Pre-Wrap program. Each time the bottle product is scanned, please be sure to scan the Rose Pre-Wrap Program UPC at $0.00. In Merchandising Instructions Merchandise three (3) products per shelf. There are three facings of each product in the gift fixture. Wrap the middle facing of each product. Cut the wraphia into 9 inch lengths. Cut the ribbon (45 angle) into 30 inch lengths. Insert the bottle into the cello bag. Attach the gift tag to the wraphia and tie firmly around the neck of the bottle. Cut off any extra length of wraphia. Close the wraphia by tying the ribbon over the neck of the bottle with a simple bow. Re-stock until wrap components are depleted. Install Category Sign. Install shelf talkers in front of participating products using plastic clips. Promotional Turn 5: WE VE GOT YOUR BEER

45 Summer Rosés Program Gift Centre - Rosés for Summer Gifts Participating Products for P5: LCBO# Description Format 8581 Peninsula Ridge Beal Vineyards Cabernet Rosé VQA 750 ml Santa Alicia Rosé 750 ml Stoneleigh Marlborough Pinot Noir Rosé 750 ml FuZion Shiraz Rosé 750 ml Martini Rosé 750 ml Mezzomondo Rosé 750 ml Pelee Island Rosé VQA 750 ml Anakena Cabernet Sauvignon Rosé 750 ml Marques de Caceres Rosé 750 ml Colio Estate Orchard Blush Rosé VQA 1500 ml Lamberti Pinot Grigio Blush IGT Delle Venezie Rosé 750 ml La Vieille Ferme Ventoux Rosé 750 ml Gift Centre Category Sign Merchandise three facings of each product. Wrap the middle facing. Only merchandise one section with rosés while the other section remains promoting year round gifts. If you only have one gift section, merchandise rosés on top shelves and use the bottom for year round gifts. Marketing & Product Guide 45 Year Round Gift Year Round Gift Year Round Gift Shelf Talker Cash Desk Scan Card Year Round Gift Gift Tag Year Round Gift Year Round Gift Year Round Gift Year Round Gift Year Round Gift Year Round Gift Year Round Gift Year Round Gift

46 46 Merchandising Instructions - Promo Tables Theme: Rosés with Food As an inspiring summer menu option, the Promo Table sign will feature a Food & Drink recipe as an ideal match for the featured rosés. A different recipe will be featured each turn (Direct customer to for recipes.) Products on this table will include the complimentary pre-wrap program featuring individually cello-wrapped bottles with a special tag and ribbon. This will provide a quick and easy summer gift option. Participating Stores: 21, 187, 334, 346, 378, 445, 590, 624 Components: Promo Table Sign Pre-printed Shelf Talkers (1 per product) Complimentary Rosé Pre-Wrap Program Kit: 500 single-bottle cello bags 1 roll of green wraphia 10 rolls of green ribbon 500 Just For You gift tags Summer Rosés Program Promo Tables - Rosés with Food NEW Promo Table Sign Shelf Talker Gift Tag Stores have received a Cash Desk Scan Card to help track the success of the Pre-Wrap program. Each time the bottle product is scanned, please be sure to scan the Rose Pre-Wrap Program UPC at $0.00. Promotional Turn 5: WE VE GOT YOUR BEER

47 Summer Rosés Program Promo Tables - Rosés with Food Merchandising Instructions - Promo Tables (Continued) Merchandising Instructions: Merchandise eight (8) brands on the promo table. There are 4-12 facings of each product. Wrap the middle facing of each product. Cut the wraphia into 9 inch lengths. Cut the ribbon (45 angle) into 30 inch lengths. Insert the bottle into the cello bag. Attach the gift tag to the wraphia and tie firmly around the neck of the bottle. Cut off any extra length of wraphia. Cover the wraphia by tying the ribbon over the neck of the bottle with a simple bow. Re-stock until wrap components are depleted. Install Promo Table Sign. Install Shelf Talkers in front of participating products using plastic clips. Participating Products for P5: LCBO# Description Format Jacob s Creek Shiraz Rosé 750 ml Two Oceans Shiraz Rosé 750 ml Angel s Gate Rosé VQA 750 ml Barefoot White Zinfandel 750 ml Trapiche Septiembre Cool Wine Rosé 750 ml FuZion Shiraz Rosé 750 ml Cono Sur Merlot Rosé 750 ml JP Chenet Cinsault Grenache Rosé 750 ml Marketing & Product Guide 47

48 48 Merchandising Instructions - All Other Stores If you are not part of the sold space program, and have been allocated product, please merchandise the product in at least one of the following locations: Wine Fridge (use space available for seasonal or discretionary space) Baskets Discretionary End Aisle or Display Summer Rosés Program All Other Stores Stores are not limited to the products they have been allocated, and all stores are encouraged to order a wide selection from the participating product list (page 41). Components: Pre-printed Shelf Talkers Shelf Talker Merchandising Instructions: A set of pre-printed shelf talkers has been shipped to ALL stores via May 11 th store mailbag. The shelf talkers have a suggested food pairing and style scale which assists customers in selecting their products. Promotional Turn 5: WE VE GOT YOUR BEER

49 G if ting & Packaging Please Note - These items are always available for ordering: Year Round Gift Wrapping Kit ( ) 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)

50 50 PT5 - Gift Item Galvanized Beer Pails $6.95 Case packed in units of 12 per case. Wrap Kits $3.50 Wrap components to be used for the Galvanized Beer Pails. Each case contains: 12 cello bags Orange shred One 50 yard roll of orange wraphia ribbon Distribution Gifting & Packaging The following stores will receive 1 case: 5, 6, 14, 15, 19, 20, 21, 22, 25, 27, 31, 34, 35, 36, 40, 44, 47, 50, 57, 58, 60, 61, 62, 63, 64, 68, 72, 79, 80, 82, 83, 90, 93, 95, 97, 101, 102, 106, 115, 130, 132, 140, 143, 145, 148, 153, 154, 155, 156, 164, 165, 166, 168, 175, 179, 182, 183, 185, 186, 187, 190, 192, 196, 198, 200, 201, 202, 207, 209, 210, 211, 212, 218, 226, 228, 242, 243, 244, 246, 249, 252, 255, 263, 265, 269, 278, 279, 287, 288, 295, 298, 300, 311, 324, 325, 333, 334, 340, 343, 345, 346, 351, 353, 359, 360, 361, 362, 367, 371, 373, 378, 381, 382, 384, 386, 387, 388, 389, 393, 394, 398, 400, 402, 404, 407, 412, 416, 425, 426, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 459, 465, 470, 481, 484, 490, 494, 495, 499, 501, 505, 518, 521, 522, 523, 536, 540, 544, 545, 546, 549, 553, 556, 559, 566, 568, 572, 579, 584, 586, 587, 590, 601, 602, 616, 617, 623, 624, 629, 630, 631, 700, 702, 771, 776 The following stores will receive 2 cases: 253, 385, 528, 542, 575, 593 The following stores will receive 3 cases: 1, 149, 171, 217, 329, , 417, 525, 555, 573, 632, 698 The following stores will receive 4 cases: 10, 38, 355 Promotional Turn 5: WE VE GOT YOUR BEER

51 Gifting & Packaging Continued PT5 - Gift Item Summer Themed Bag $0.95 Distribution This item was NOT forced and stores are encouraged to order as needed. Each case contain 100 units. Available for ordering from your warehouse. NOTE: Please continue to merchandise PT4 gifting items if your store has any left (tulip bags / striped bags / grass woven handbag / tub chiller). Marketing & Product Guide 51

52 52 Key Dates Gift items will arrive by the start of Period 5. Signage will be shipped to all participating stores via store mailbag by the start of P5. Merchandising Instructions Display the pre-wrapped galvanized beer pails on the gift fixture. Gifting & Packaging Continued Stores may choose brands featured in the FSI or brands that best represent their customer segments to display in the galvanized beer pails. Place enough orange shred into the galvanized beer pails (about 3/4 full) and insert bottles. Slide the vessel into a cello bag and tie a simple bow with the ribbon provided in the wrap kits and include gift tag. Cut ribbon pieces approximately 24 in length. Ensure that the gift has each component itemized on a tag for accurate pricing. Merchandise the finished gifts on the Front End of the Promotional Fixture in IMAGE Rollout stores. Flagship and Full Service Stores should merchandise them in the Gift Center. Install pre-printed shelf talkers in front of the gifts. Promotional Turn 5: WE VE GOT YOUR BEER

53 Promotional Fixture

54 54 Overview Participating Stores Please see the Participating Stores section of this guide. Signage Use the pre-printed Category Signs in the sign bands. Promotional Fixture Gin Promotion Dates: July 19 August 15, 2009 Gin is in! During P5, we are highlighting six of our favourite gin mixed drinks in the promo fixture and in-section. External print ads will also be used to encourage our customers to discover these great gin products and to try the six easy-to-make, delicious recipes. Use the pre-printed shelf talkers to communicate the product information. Participating Products LCBO # Description Format 1453 Tanqueray Dry Gin 1140 ml Bulldog London Dry Gin 750 ml Beefeater 24 London Dry Gin 750 ml Bombay Sapphire London Dry 750 ml Broker s Premium London Dry Gin 750 ml Hendrick s Gin 750 ml Please use the following products to fill the bottom of the shelf and print the Shelf Talkers in-stores Beefeater Dry 1140mL Tanqueray No. Ten Gin 750 ml Bombay Sapphire London Dry 1140 ml Promotional Turn 5: WE VE GOT YOUR BEER

55 Promotional Fixture Gin Promotion Dates: July 19 August 15, 2009 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) Promotional Fixture Stores with two Ends and without a Promotional Table Marketing & Product Guide 55

56 ly Promotional Fixture On Promotion Dates: July 19 August 15, 2009 Promotional Fixture Stores with two ends and a Promo Table Merchandising Instructions (continued) (Featured Gifts would be merchandised on the Promo 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. Promotional Fixture Stores with two Ends and without a Promotional Table de Co py Featured Gifts should be displayed on the rounded end. Tr a 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. 56 Promotional Turn 5: WE VE GOT YOUR BEER

57 Corporate Promotional Programs

58 58 Ontario Superstars Ontario Superstars Popular Pick Program Promotion Dates: July 19 August 15, Peninsula Ridge Sauvignon Blanc VQA 750 ml Aromas of honeydew melon, lemony pear and floral notes plus a touch of apple make this wine a perfect match for vegetable stir fry and seafood Bees Cabernet Merlot VQA 750 ml This food-friendly ruby Cabernet displays aromas of black cherry, plum and fresh herbs. A great food pairing with any fresh cut meats, steak and well seasoned potatoes. Components: Backercard Shelf Talker Recipe Card Popular Pick XOXO Sauvignon Blanc Chenin 750 ml A light-bodied white wine with flavours of green apple, white currant, sweet citrus, passion fruit and fresh herbs. Pairs perfectly with seafood, grilled chicken or pork. LIMITED TIME OFFER Valid until August 15, 2009 Was: $ 9.95 Save: $ 1.00 Now: $ 8.95 Components: Backercard Promotional Turn 5: WE VE GOT YOUR BEER

59 Premium / Specialty Beer Program Promotion Dates: May 27 - September 15, 2009 Overview This selection of new, refreshing and delicious beers are sure to excite beer lovers this summer. Products are one-time purchases, for this promotion only. Once your allotment begins to sell down, please re-order these items from your supplying warehouse to replenish your displays. Promotion Dates Shipping Date: May 18, 2009 Start Date: May 27, 2009 Takedown: September 15, 2009 Participating stores See participating stores section of this guide. Participating Products Merchandising Instructions Install the pre-printed shelf talkers (14 versions) in front of each corresponding product on shelf. LCBO# Description Format Edelweiss Snowfresh White Wessbier 330 ml Ephemere Pomme (Apple) 750 ml Weihenstephaner Hefewessbier 500 ml Samuel Adams Summer Ale 6x355 ml Het Anker s Margriet/Anker Blond 330 ml Southern Tier Raspberry Wheat 355 ml Wittekerke Rosé 250 ml Hopback Summer Lightning 500 ml Lancaster Bomber Ale 500 ml Floris Ninkeberry 330 ml Great Lakes Orange Peel 650 ml Chapeau Exotic Lambic 250 ml Christoffel Bier 330 ml Deuchars IPA 500 ml Marketing & Product Guide 59

60 60 Overview Mixed Drink Fixtures Customize Your Beer Pack With the goal to expand the use of the Mixed Drink Fixtures, we ll be promoting our single beer formats and we ll provide 4 different theme pack solutions. Each theme pack will feature 4 unique beers. Participating Stores See the Participating Stores section of this guide. Components Mixed Drink Posters (2 Versions) Mixed Drink Recipe Cards (2 Versions) Mixed Drink Drum Signs ( 1 Version) Display Spot #1 - Euro Picks and Pub Picks # of Original Fixture Small Fixture LCBO# Description Format Shelves # of bottles # of bottles Euro Picks Pilsner Urquell 500 ml Erdinger Weissbier 500 ml Lowenbrau Original 500 ml Caledonian 80/- 500 ml Pub Picks Newcastle Brown Ale 500 ml Smithwick s Irish Ale 440 ml Fuller s London Pride 500 ml Bass Pale Ale 500 ml Display Spot #2 - Connoisseur Picks and BBQ Picks # of Original Fixture Small Fixture LCBO# Description Format Shelves # of bottles # of bottles Connoisseur Picks Hockley Dark 473 ml Chimay Premiere 750 ml St. Peter s English Ale 500 ml Innis & Gunn Oak-Aged Beer 300 ml BBQ Picks 6445 Creemore Springs Premium Larger 473 ml Grolsch Blonde 500 ml Steam Whistle Premium Pilsner 500 ml Czechvar Premium Lager 500 ml Promotional Turn 5: WE VE GOT YOUR BEER

61 Mixed Drink Fixtures Customize Your Beer Pack Euro Picks & Pub Picks Euro Picks Erdinger Weissbier Euro Picks Pub Picks BOTTOM shelf TOP shelf TOP shelf BOTTOM shelf Caledonian 80/ Lowenbrau Original Pilsner Urquell Erdinger Weissbier Smithwick s Irish Ale Newcastle Brown Ale Fuller s London Pride Bass Pale Ale Backer Card TOP Caledonian 80/ Lowenbrau Original Pilsner Urquell Erdinger Weissbier Smithwick s Irish Ale Newcastle Brown Ale Fuller s London Pride Bass Pale Ale Pub Picks Smithwick s Irish Ale Pilsner Urquell Newcastle Brown Ale Lowenbrau Original Fuller s London Pride Caledonian 80/ Bass Pale Ale Marketing & Product Guide 61 Euro Picks Pub Picks

62 62 Connoisseur Picks & BBQ Picks Connoisseur Picks Innis & Gunn Oak-Aged Beer St. Peter s English Ale Connoisseur Picks BBQ Picks BOTTOM shelf TOP shelf TOP shelf BOTTOM shelf Chimay Premiere Hockley Dark St. Peter s English Ale Innis & Gunn Oak-Aged Beer Steam Whistle Premium Pilsner 6445 Creemore Springs Premium Lager Grolsch Blonde Czechvar Premium Lager Mixed Drink Fixtures Customize Your Beer Pack Backer Card TOP Chimay Premiere Hockley Dark St. Peter s English Ale BBQ Picks Innis & Gunn Oak-Aged Beer Steam Whistle Premium Pilsner 6445 Creemore Springs Premium Lager Grolsch Blonde Czechvar Premium Lager Steam Whistle Premium Pilsner 6445 Creemore Springs Premium Lager Hockley Dark Grolsch Blonde Chimay Premiere Czechvar Premium Lager Connoisseur Picks BBQ Picks Promotional Turn 5: WE VE GOT YOUR BEER

63 Special Events

64 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 sign will be distributed to each Full Service store for July and August. 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. Outdoor Beer Festival July 18 Store 10 Join us on the terrace for the We ve Got Your Beer Festival! Sample a selection of the world s finest beers while enjoying some great food. There will be beers from eight different breweries to help you decided what s in your eight? Making Bacardi Mojitos July 24 & 25 Store 452 Bacardi takes over the tasting tower to teach you how easy it is to make the perfect Mojito with live demonstrations by Bacardi bartenders. Taste the difference fresh mint makes in traditional Mojitos and leave with the perfect tool for making a muddled version of them at home. Promotional Turn 5: WE VE GOT YOUR BEER

65 Special Events Continued Fresh From Creemore July 24 Store 38 July 25 Store 412 August 6 Store 355 August 7 Store 10 August 8 Store 452 Discover the land of Creemore and find out about all things fresh from Creemore. Meet the farmer from New Farm and learn about the benefits of organic and local produce. Be sure to bring a donation for the food bank, and in return you ll receive a small basket of produce. Of course, you ll also be able to sample Creemore Springs Premium Lager, Traditional Pilsner or the new Kellerbier. While you re there, enjoy a food pairing of local organic products from the Creemore area prepared by a local chef. Visit for more information on New Farm. Texas Tourism Under the Tent July 25 Store 10 Texans like to do things on a big scale so we re taking it outside today. Find out more about traveling to the Lone Star state while you indulge in some great Texan barbecue courtesy of Texas Tourism. We ll be pairing those delicious flavours with some others, including Steam Whistle Pilsner, Henry of Pelham Baco Noir VQA and Jackson-Triggs Proprietors Reserve Gewürtztraminer VQA. Cracked Canoe July 30 Store 355, 452, 459 July 31 Store 10, 38, 149, 329, 367, 412, 522, 536, 573 Cracked Canoe, a premium light lager from the maker s of Moosehead, is slow-brewed for thirty days. Try it with grilled dishes and mild cheeses such as mozzarella, chevre, feta, cream cheese and robiola. Marketing & Product Guide 65

66 66 Making Bacardi Mojitos Special Events Continued July 31 & Aug 1 Store 355 Bacardi takes over the tasting tower to teach you how easy it is to make the perfect Mojito with live demonstrations by Bacardi bartenders. Taste the difference fresh mint makes in traditional Mojitos and leave with the perfect tool for making a muddled version of them at home. Outdoor Beer Festival August 1 Store 412 Join us outside for the We ve Got Your Beer Festival! Sample a selection of the world s finest beers while enjoying some great food. There will be beers from eight different breweries to help you decided what s in your eight? Steam Whistle & Jamie Kennedy: A Perfect Pairing August 1 Store 10 August 8 Store 355 August 15 Store 149 Steam Whistle brings you the opportunity to win a private VIP brewery tour for you and nine friends, as well as a dinner prepared by celebrity chef Jamie Kennedy. Join us to find out how, while sampling Steam Whistle s Pilsner and Premium Pilsner. Jamie s chefs will be on hand to provide a delicious food match in the Events Kitchen. Promotional Turn 5: WE VE GOT YOUR BEER

67 Sold Space Programs

68 68 End Aisle Display Brands End Aisle LCBO# Description Support Programs Hero Taste of Belgium 6 Pk-B 4 BAM Premium & Standard Premium 8 Standard 9 Premium Grolsch Blond 500 ml Pilsner Urquell 500 ml 1 BAM Stella Artois 6 x 330 ml Stella Artois 500 ml LTO Stella Legere 6 x 330 ml Corona Extra 6 x 355 ml 4 BAM Corona Extra 6 x 330 ml Corona Light 6 x 330 ml VA Alexander Keith s Red Amber 473 ml 1 BAM Alexander Keith s India Pale Ale 473 ml Alexander Keiths White 473 ml 18 Heineken Lager 6 x 330 ml Bottles Heineken Lager 6 x 330 ml Cans Heineken Lager 500 ml LTO Guinness Draught 4 x 440 ml LTO Guinness Draught 6 x 330 ml Guinness Draught 8 x 440 ml 5 BAM Rickards Red 473 ml LTO Rickard s White 6 x 341 ml Rickards Red 6 x 341 ml Mill Street Stock Ale 6 x 341 ml ST Mill Street Tankhouse Ale 6 x 341 ml ST Mill Street Original Organic Lager 6 x 341 ml ST Sleeman Honey Brown Lager 6 x 341 ml VA Sleeman Cream Ale 6 x 341 ml VA Sleeman Light 473 ml Steam Whistle Premium Pilsner 500 ml Steam Whistle Pilsner 6 x 341 ml Promotional Turn 5: WE VE GOT YOUR BEER

69 End Aisle Display Brands Continued End Aisle LCBO# Description Support Programs 9 Standard Creemore Springs Premium Lager 473 ml Creemore Springs Traditional Pilsner 473 ml Creemore Springs Premium Lager 6 x 341 ml VA Dos Equis Amber 6 x 355 ml Sol 6 x 330 ml Dos Equis Lager 6 x 355 ml LTO Moosehead Beer 4 x 473 ml Moosehead Beer 6 x 341 ml LTO 12 Premium Peroni Nastro Azzuro 6 x 330 ml 12 Standard Erdinger Weissbier 500 ml ST Fruli Strawberry Beer 250 ml ST Harp Premium Lager 6 x 330 ml LTO Harp Lager 6 x 330 ml Smithwick s Ale 6 x 330 ml LTO Miller Genuine Draft 473 ml Miller Genuine Draft 6 x 355 ml 4 BAM Blanche De Chambly 750 ml NT Maudite 750 ml NT La Fin Du Monde 750 ml NT McAuslan Apricot Wheat Ale 6 x 341 ml St. Ambroise Pale Ale 6 x 341 ml St. Ambroise Oatmeal Stout 6 x 341 ml LTO Devil s Pale Ale 473 ml Golden Horseshoe Lager 6 x 341 ml Trailhead Lager 473 ml Antigravity Light Ale 6 x 355 ml Nickel Brook Organic Lager 473 ml LTO Muskoka Cream Ale 473 ml LTO Cameron s Cream Ale 9 x 341 ml Black Oak Pale Ale 6 x 341 ml 4 BAM Waterloo Dark 473 ml Waterloo Wheat 473 ml Waterloo Dark 6 x 341 ml LTO Marketing & Product Guide 69

70 70 Shelf Extenders Participating Extenders Extender Location LCBO # Description Support Programs R1: Vodka A Antica Sambuca Raspberry Liqueur 750 ml LTO Y Y R2: Vodka B Sauza Gold Tequila 1140 ml LTO Y Y Y Y Y R3: Vodka C 1487 Crown Royal 750 ml LTO Y Y Y Y Y Y R4: Vodka D 2691 Tanqueray Dry Gin 750 ml LTO Y Y Y Y Y Y R5: Vodka E Bolivar Coffee Liqueur 750 ml LTO Y Y Y Y Y Y R6: Rum A 2733 Captain Morgan Dark Rum 1140 ml 10 BAM Y R7: Rum B Bacardi Black 750 ml BAM Y Y Y Y Y R8: Rum C Prince Igor Vodka (P.E.T )1140 ml 10 BAM Y Y Y Y Y Y R9: Rum D Skyy Vodka 750 ml VA Y Y Y Y Y Y R10: Rum E Finlandia Vodka 1750 ml LTO Y Y Y Y Y Y R11: Canadian Whisky A 4622 Newfoundland Screech Rum 750 ml VA Y Y R12: Canadian Whisky B Herradura Reposado Tequila 750 ml LTO Y Y Y Y Y R13: Canadian Whisky C Sleeman Original Draught 473 ml LTO Y Y Y Y Y Y R14: Canadian Whisky D 2220 Bacardi Gold Rum 1140 ml LTO Y Y Y Y Y Y R15: Canadian Whisky E Carolans Irish Cream 750 ml LTO Y Y Y Y Y Y R16: Scotch A Stolichnaya Vodka 1140 ml LTO Y Y Y Y Y Y R17: Scotch B 570 Beefeater Dry 750 ml LTO Y Y Y Y Y Y R18: Gin A 1099 Johnnie Walker Red Label 750 ml LTO Y Y Y Y Y Y R19: Liqueurs A Prince Igor Extreme Vodka 750 ml VA Y Y Y Y R20: Liqueurs B Jose Cuervo Especial Gold Tequila 750 ml LTO Y Y Y Y Y Y R21: Liqueurs C Smirnoff Lime Twist Vodka 750 ml 6 BAM Y Y Y Y Y Y R22: Liqueurs D Disaronno Originale Amaretto 1140 ml LTO Y Y Y Y Y Y R23: Brandy A Appleton Estate Reserve Jamaica Rum 1140 ml LTO Y R24: Brandy B Ketel One Vodka 750 ml 10 BAM Y Y Y Y Y Y R25: Tequila A Sour Puss Grape Liquor 750 ml VA Y Y Y Y R26: Ontario Blend A Jackson-Triggs Prop Select White Merlot 750 ml LTO 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. Promotional Turn 5: WE VE GOT YOUR BEER

71 Shelf Extenders Continued Participating Extenders Extender Location LCBO # Description Support Programs R27: Ontario Blend B Bees Growers White Carton 1000 ml 4 BAM Y Y Y Y Y Y R28: Ontario Blend C Pelee Island Pinot Grigio 750 ml LTO Y Y Y Y Y Y R29: Ontario Non-VQA A Peller Estates Family Series Cab/Merlot VQA 750 ml LTO Y Y Y Y Y R30: Ontario Non-VQA B Kingsgate Sherry 750mL LTO Y Y Y Y Y Y R31: Ontario Non-VQA C Pelee Island Pinot Noir 750 ml LTO Y Y Y Y Y Y R32: Ontario Non-VQA D Jackson-Triggs Prop Rsv Cab Fr/Cab Sauv VQA 750 ml LTO Y Y Y Y Y Y R33: Ontario VQA A Cave Spring Sauvignon Blanc VQA 750 ml NT Y Y Y R34: Ontario VQA B Hillebrand Artist Series Meritage VQA 750 ml LTO Y Y Y Y R35: Australia/New Zealand A Two Oceans Cabernet Sauvignon/ Merlot 1500 ml LTO Y Y Y R36: Australia/New Zealand B De Bortoli Deen Vat 10 Pinot Noir 750 ml LTO Y Y Y Y R37: Australia/New Zealand C Anselme La Fiole Du Pape Chateauneuf-du-Pape Red 750 ml 8 BAM Y Y Y Y Y Y R38: Australia/New Zealand D Wolf Blass Yellow Label Chardonnay 750 ml LTO Y Y Y Y Y Y R39: USA A Folonari Pinot Grigio 750 ml LTO Y Y Y Y Y Y R40: USA B Gallo Family White Zinfandel 750 ml VA Y Y Y Y Y Y R41: Chile A Fat Bastard Chardonnay Vdp 750 ml LTO Y Y Y Y R42: Chile B Obikwa Shiraz 750 ml LTO Y Y Y Y Y Y R43: France Blend A Grahams Late Bottled Vintage Port 750 ml LTO Y R44: France Blend B Yvon Mau Merlot Vdp 750 ml LTO Y Y Y Y Y Y R45: France South A Bouchard Pere & Fils Macon-Lugny St. Pierre 750 ml LTO Y Y R46: France South B Rosemount Diamond Shiraz 750 ml LTO Y Y Y Y Y Y R47: France Bordeaux/ Burgundy A Castillo De Monseran Garnacha 750 ml LTO Y Y Y R48: Italy Central A Negrar Valpolicella 1000 ml LTO Y Y R49: Italy Central B Three Thieves Bandit Pinot Grigio Carton1000 ml LTO Y Y Y Y Y Y R50: Italy North A B & G Cuvee Speciale Rouge 1000 ml LTO Y Y Y Y Y R51: Italy North B Gabbiano Pinot Grigio Igt 750 ml LTO Y Y Y Y Y Y R52: Southern Europe A Montecillo Reserva 750 ml LTO Y Marketing & Product Guide 71

72 72 Shelf Extenders Continued Participating Extenders Extender Location LCBO # Description Support Programs R53: Southern Europe B Santa Carolina Chardonnay 750 ml LTO Y Y Y R54: Germany A Sogrape Grao Vasco Dão 750 ml LTO Y Y Y Y Y Y R55: Sparkling A Henry Of Pelham Rosé VQA 750 ml LTO Y Y Y R56: Sparkling B Freixenet Cordon Negro Brut 750 ml LTO Y Y Y Y Y Y R57: Ontario Beer A Red Stripe Lager 6 x 330 ml LTO Y Y R58: Ontario Beer B Forty Creek Barrel Select Whisky 1140 ml LTO Y Y Y Y Y Y R59: Beer Affligem Blond 330 ml ST Y R60: Beer Negra Modelo 6 x 325 ml 7 BAM Y Y Y Y Y Y R61: Beer Ozujsko 500 ml 1 BAM Y Y Y Y Y Y R62: Beer Leffe Blonde 6 x 330 ml 4 BAM Y Y Y Y Y Y R63: Party Zone Alive - Grapefruit 4 Pk-C 1200 ml 4 BAM Y Y Y Y Y Y R64: Party Zone Vex Hard Pink Lemonade 1000 ml LTO Y Y Y Y Y Y R65: Party Zone Seagram Tropical Lemon Lime Vodka Spritzer 4 x 341 ml LTO Y Y Y Y Y Y Please note that Spirits will be cross-merchandising their extenders in periods 4-6. You will find in many cases that dark spirits are to be merchandised on white spirits extenders and vice-versa. This is not an error but was planned as a merchandising test. * Y = your store implements this extender. **See the Participating Stores section of this Guide to determine how many extender locations your store has. Promotional Turn 5: WE VE GOT YOUR BEER

73 Discovery Shelf Extenders Extender Location LCBO # Description Support Programs D1: Discovery Wines Strewn Cabernet Franc/Cabernet Sauvignon VQA 750 ml D2: Discovery Wines Lanson Black Label Brut Champagne 750 ml LTO D3: Discovery Wines Wolf Blass Green Tier Cab (P.E.T.) 750 ml 5 BAM D4: Discovery BSM Hoegaarden 6 Pk-B D5: Discovery BSM Vodka Mudshake - French Vanilla 1080 ml 4 BAM D6: Discovery BSM Bacardi Breezer Tropical Orange Smoothie 1000 ml D7: Discovery Spirits Glayva 750 ml LTO D8: Discovery Spirits Uv Blue Raspberry Vodka 750 ml 5 BAM D9: Discovery Spirits Uv Pink Lemonade Vodka 750 ml 5 BAM Community Shelf Extenders Extender Location LCBO # Description Support Programs C1: Community Extender Pure Gold Whisky (P.E.T)1750 ml 12 BAM C2: Community Extender Lamb s Palm Breeze (P.E.T.) 750 ml 12 BAM C3: Community Extender Pelee Island Monarch Vidal VQA 750 ml LTO C4: Community Extender Citra Montepulciano D Abruzzo Doc 1500 ml LTO C5: Community Extender Yellow Tail Pinot Grigio 750 ml LTO Green Extender Extender Location LCBO # Description Support Programs G1: Green Extender Green Rabbit Organic Merlot Carton 1000 ml 5 BAM Marketing & Product Guide 73 LTO LTO

74 74 IMAGE Shelf Talker LCBO # Description Support Programs 8813 Absolut Ruby Red Vodka Straccali Chianti Classico Docg 750 ml French Rabbit Pinot Noir Carton 1000 ml Mill Street Stock Ale 6 x 341 ml EA 8A Mill Street Tankhouse Ale 6 x 341 ml EA 8A Bouchard Pere & Fils Petit Chablis 750 ml Mill Street Belgian Wit 6 x 341 ml El Dorado 12 Year Old Rum 750 ml Spanish Quarter Red 750 ml Mill Street Original Organic Lager 6 x 341 ml EA 8A Colio Viva Spumante 750 ml Caliterra Chardonnay 750 ml Rocca Delle Macie Chianti Vernaiolo Docg 750 ml Samuel Adams Boston Lager 6 x 355 ml Erdinger Weissbier 500 ml EA 12B Colio Estate Unoaked Chardonnay VQA 750 ml Marston s Pedigree Bitter 500 ml Casal Thaulero Sangiovese Igt 750 ml Straccali Chianti Docg 750 ml French Rabbit Merlot Carton 1000 ml French Rabbit Cabernet Sauvignon Carton 1000 ml Casal Thaulero Merlot/Cabernet Sauvignon 750 ml Bouchard Pere & Fills Beaujolais Villages 750 ml Voga Pinot Grigio 750 ml Affligem Blond 330 ml Shelf Extender Singha Lager 6 x 330 ml Fruli Strawberry Beer 250 ml EA 12B Sapporo Premium Beer 650 ml Promotional Turn 5: WE VE GOT YOUR BEER

75 Limited Time Offers LCBO # Description LTO (SAVE) Support Programs 570 Beefeater Dry 750 ml $1.50 Shelf Extender 893 Wiser s Deluxe 750 ml $ Johnnie Walker Red Label 750 ml $2.00 Shelf Extender 1487 Crown Royal 750 ml $2.00 Shelf Extender 2220 Bacardi Gold Rum 1140 ml $1.00 Shelf Extender 2691 Tanqueray Dry Gin 750 ml $2.00 Shelf Extender Bees Chardonnay VQA 750 ml $ Staropramen 500 ml $ Baileys Mint Chocolate Irish Cream Liquor 750 ml $ Baileys Caramel Irish Cream Liquor 750 ml $ Bushmills Irish Whisky 750 ml $ Sogrape Grao Vasco Dão 750 ml $1.00 Shelf Extender Errazuriz Estate Carmenere 750 ml $ XOXO Sauvignon Blanc Chenin 750 ml $ Rickards Red 473 ml $0.20 EA Effen Vodka 750 ml $ Harp Premium Lager 6 x 330 ml $1.00 EA Naked Grape Shiraz Bib 3000 ml $ Prince Igor Extreme Vodka 1140 ml $ Seagram Tropical Lemon Lime Vodka Spritzer 1364 ml $1.00 Shelf Extender Sleeman Honey Brown Lager 473 ml $ Sleeman Original Draught 473 ml $0.20 Shelf Extender Lanson Black Label Brut Champagne 750 ml $5.00 Discovery Extender Pelee Island Pinot Noir 750 ml $1.00 Shelf Extender Bacardi Superior $ Headstrong Munich Lager 473 ml $ Bouchard Pere & Fils Macon-Lugny St. Pierre 750 ml $1.50 Shelf Extender Wild Horse Canyon Merlot 750 ml $ Wild Horse Canyon Chardonnay 750 ml $ Hillebrand Artist Series Meritage VQA 750 ml $1.30 Shelf Extender Three Thieves Bandit Chardonnay Carton 1000 ml $ Peller Estates Family Series Cab/Merlot VQA 750 ml $1.00 Shelf Extender Sonoma Vineyards Chardonnay 750 ml $ De Bortoli Deen Vat 10 Pinot Noir 750 ml $1.00 Shelf Extender Marketing & Product Guide 75

76 76 Limited Time Offers Continued LCBO # Description LTO (SAVE) Support Programs Peller Estates French Cross Red Carton 1000 ml $ X-Rated Fusion Liquor 750 ml $3.00 NT Strewn Cabernet Franc/Cabernet Sauvignon VQA 750 ml $1.00 Discovery Extender Reif Chardonnay Sauvignon Blanc VQA 750 ml $ Greene King I.P.A. 500 ml $ Jackson Triggs Prop Select Shiraz Cask 3000 ml $ Jackson Triggs Prop Select Pinot Grigio Cask 3000 ml $ Yellow Tail Pinot Grigio 750 ml $1.00 Community Extender Peller Estates French Cross Blush Carton 1000 ml $ Woody s Frozen Cocktails Pina Colada 330 ml $ Castillo De Montseran Garnacha 750 ml $1.00 Shelf Extender Negrar Valpolicella 1000 ml $1.00 Shelf Extender Bacardi Breezer Tropical Orange Smoothie 1000 ml $1.00 Discovery Extender Strawberry Margarita Ice 1332 ml $ Hpnotiq Liquor 200 ml $ Gabbiano Pinot Grigio Igt 750 ml $1.00 Shelf Extender Citra Montepulciano D Abruzzo Doc 1500 ml $1.00 Community Extender Hochtaler Bib 4000 ml $ Gallo Family Vineyards Pinot Grigio 750 ml $ Polar Ice Arctic Berry Vodka 750 ml $ Freixenet Cordon Negro Brut 750 ml $1.00 Shelf Extender Kingsgate Sherry 750mL $0.50 Shelf Extender Prospect Winery Fats Johnson Pinot Noir VQA 750mL $ Nickel Brook Organic Lager 473 ml $0.25 EA Wyndham Estate Bin 222 Chardonnay 750 ml $ Barefoot Cellars Chardonnay 750 ml $ Leblon Cachaça Liquor 750 ml $ Fuller s Extra Special Bitter 500 ml $ Carolans Irish Cream 750 ml $2.75 Shelf Extender Jackson-Triggs Wine Discovery Set 3000 ml $ Sawmill Creek Pinot Grigio Chardonnay 750 ml $ Crown Royal 1750 ml $ Finlandia Vodka 1750 ml $2.00 Shelf Extender Vex Hard Pink Lemonade 1000 ml $0.50 Shelf Extender Promotional Turn 5: WE VE GOT YOUR BEER

77 Limited Time Offers Continued LCBO # Description LTO (SAVE) Support Programs Woody s Frozen Cocktails Strawberry Daquiri 330 ml $ Antica Sambuca Raspberry Liquor 750 ml $1.00 Shelf Extender Canadian Club Classic 750 ml $ Muskoka Cream Ale 473 ml $0.20 EA Seagram Wildberry The Original 4 Pk-B 1364 ml $ Bolivar Coffee Liqueur 750 ml $2.00 Shelf Extender Pelee Island Rouge 1500 ml $ Grahams Late Bottled Vintage Port 750 ml $1.00 Shelf Extender Glayva 750 ml $3.00 Discovery Extender L Ambiance White 1500 ml $ L Ambiance Red 1500 ml $ Stolichnaya Vodka 1140 ml $1.50 Shelf Extender B & G Cuvee Speciale Rouge 1000 ml $1.00 Shelf Extender Gibson s Finest Sterling Edition 1750 ml $ Wolf Blass Yellow Label Chardonnay 750 ml $1.50 Shelf Extender Folonari Pinot Grigio 750 ml $1.00 Shelf Extender Sauza Gold Tequila 1140 ml $2.55 Shelf Extender DAB Original Pilsner 500 ml $ Absolut Citron Vodka 750 ml $ Santa Carolina Chardonnay 750 ml $1.00 Shelf Extender Guinness Draught 4 x 440 ml $1.00 EA Rosemount Diamond Shiraz 750 ml $1.50 Shelf Extender Colio Bianco Secco Bib4000 ml $ Pelee Island Blanc De Blanc Seyval Blanc VQA 1500mL $ Luksusowa Vodka 1140 ml $ Yvon Mau Merlot Vdp 750 ml $0.75 Shelf Extender Heineken Lager 500 ml $0.20 EA Schneider Weisse 500 ml $ Gosling s Black Seal Rum 750 ml $ Appleton Estate V/X 1750 ml $ Pelee Island Monarch Vidal VQA 750 ml $1.00 Community Extender Two Oceans Cabernet Sauvignon/Merlot 1500 ml $1.50 Shelf Extender Havana Club Anejo Reserva 750 ml $ Dr. Mcgillicuddy Fireball Whisky Shooter 750 ml $1.50 Marketing & Product Guide 77

78 78 Limited Time Offers Continued LCBO # Description LTO (SAVE) Support Programs Hardys Stamp Series Riesling/Gewurztraminer 750 ml $ Jose Cuervo Especial Gold Tequila 750 ml $2.00 Shelf Extender Herradura Reposado Tequila 750 ml $3.00 Shelf Extender Stella Artois 500 ml $0.20 EA Alize Red Passion 750 ml $ Smithwick s Ale 6 x 330 ml $1.50 EA Obikwa Shiraz 750 ml $1.00 Shelf Extender Tiger Beer 500 ml $ Malibu Coconut Rum 1140 ml $ Mount Gay Rum Extra Old 750 ml $ Jackson-Triggs Prop Rsv Cab Fr/Cab Sauv VQA 750 ml $1.00 Shelf Extender Deakin Estate Sauvignon Blanc 750 ml $ Fat Bastard Chardonnay Vdp 750 ml $1.00 Shelf Extender Mott s Clamato Caesar Extra Spicy 4 Pk-B 1420 ml $ Argento Malbec 750 ml $ Pelee Island Eco Trail Chard Auxerrios VQA 750 ml $ Peninsula Ridge Inox Chardonnay VQA 750 ml $ Brugal Gold Label Rum 750 ml $ Malibu Mango Rum Liqueur 750 ml $ Olmeca Tequila Gold 750 ml $ Appleton Estate Reserve Jamaica Rum 1140 ml $3.00 Shelf Extender Forty Creek Barrel Select Whisky 1140 ml $1.50 Shelf Extender Disaronno Originale Amaretto 1140 ml $1.00 Shelf Extender Baileys Irish Cream Liquor 1140 ml $ O Darby s Irish Cream Liquor 1140 ml $ Henry Of Pelham Rosé VQA 750 ml $1.00 Shelf Extender Dos Equis Lager 6 x 355 ml $1.50 EA Czechvar 6 x 330 ml $ Jackson-Triggs Prop Select White Merlot 750 ml $1.00 Shelf Extender Montecillo Reserva 750 ml $2.00 Shelf Extender Pelee Island Pinot Grigio 750 ml $1.00 Shelf Extender Three Thieves Bandit Cabernet Sauvignon Carton 1000 ml $ Three Thieves Bandit Pinot Grigio Carton1000 ml $1.00 Shelf Extender Promotional Turn 5: WE VE GOT YOUR BEER

79 Limited Time Offers Continued LCBO # Description LTO (SAVE) Support Programs Sterling Vintner s Merlot 750 ml $ Peller French Cross Sauvignon Blanc Bib 4000 ml $ Red Stripe Lager 6 x 330 ml $1.50 Shelf Extender Hacker Pschorr Weisse Bier 500 ml $ Moosehead Beer 6 Pk-B 2046 ml $1.00 EA St. Ambroise Oatmeal Stout 6 x 341 ml $1.00 EA Big Rock Grasshopper Wheat Ale 6 x 341 ml $ Brick Waterloo Dark 6 x 341 ml $1.00 EA 20 Marketing & Product Guide 79

80 80 LCBO # Description Support Programs Value Add Program Available from your supplying warehouse Value Add Mother Carton # 190 Smirnoff Vodka 1140 ml Smirnoff Lime Twist Vodka Schenley O.F.C ml Danfields mini 1 x 50 ml Pure Gold Whisky (P.E.T) 1140 ml Forty Creek Barrel Select Whisky, 50 ml Golden Wedding 1140 ml Danfields mini 1 x 50 ml Prince Igor Vodka (P.E.T) 1750 ml Prince Igor Extreme, 100 ml Captain Morgan Spiced Rum 750 ml Cuervo Especial 50 ml Prince Igor Extreme Vodka 750 ml Shelf Extender Eight Below Luxury Vodka, 50 ml Promotional Turn 5: WE VE GOT YOUR BEER

81 Value Add Program Available from supplier s representatives LCBO # Description Support Programs Value Add 190 Smirnoff Vodka 1140 ml Smirnoff Lime Twist Vodka 257 Seagrams Five Star 1140 ml Captain Morgan White Rum 430 Walker s Special Old 1140 ml Wiser s Deluxe 50 ml 653 Mcguinness Silk Tassel 1140 ml Wiser s Deluxe 50 ml 1412 Wiser s Special Blend 1140 ml Wiser s Deluxe 50mL 3376 Schenley O.F.C ml Danfields mini 1x 50 ml 4622 Newfoundland Screech Rum 750 ml Shelf Extender Iceberg Vodka 50 ml Small Cask Brandy 1140 ml Bolivar Coffee Liqueur, 50 ml Painted Turtle Shiraz 750 ml Coaster Pure Gold Whisky (P.E.T) 1140 ml Forty Creek Barrel Select Whisky, 50 ml Seagrams V.O ml Captain Morgan Original Spiced Rum 100 ml Canadian Club 1750 ml CC BBQ Sauce 400 ml The Margarita King 1750 ml Salt Rimmer Alizé Mango Passion Liquor 750 ml Alize Rose 50 ml Espiritu De Chile Sauvignon Blanc 750 ml Bottle stopper Espiritu De Chile Cabernet Sauvignon 750 ml Bottle stopper Royal Reserve (P.E.T) 1750 ml Wiser s Deluxe 50 ml x Pillitteri Unoaked Chardonnay VQA 750 ml Pillitteri Music CD Tuborg Gold Beer 6 x 330 ml Cooler Bag Sourz Berry Fusion Liquor 750 ml Sourz Apple 50 ml Sour Puss Grape Liquor 750 ml Shelf Extender Sour Puss Apple 50 ml Lamb s White Rum (P.E.T.) 750 ml Wiser s Deluxe 50 ml x Girls Night Out Chardonnay VQA 750 ml Purse Holder Yellow Tail Bubbles Rosé 750 ml Branded Bubbles Rose Stopper Painted Turtle Shiraz 1500 ml Coaster Golden Wedding 1140 ml Danfields mini 1x 50mL Cazadores Reposado Tequila 750 ml Disaronno 50 ml Mcguiness Exotic Blueberry Liquor 750 ml Polar Ice 50 ml Prince Igor Vodka (P.E.T) 1750 ml Prince Igor Extreme, 100 ml Dekuyper Peachtree 750 ml Polar Ice Vodka 50 ml Gallo Family White Zinfandel 750 ml Shelf Extender Summer Recipes Marketing & Product Guide 81

82 82 Value Add Program Available from supplier s representatives (continued) LCBO # Description Support Programs Value Add Phillips Butter Ripple Schnapps 750 ml Sour Puss Apple 50 ml Two Oceans Sauvignon Blanc 750 ml Branded Enviro Bag Pillitteri Gewurztraminer/Riesling VQA 750 ml Pillitteri Music CD Pillitteri Cabernet/Merlot VQA 750 ml Pillitteri Music CD Skyy Vodka 750 ml Shelf Extender Collectible glass coasters - set of Malibu Coconut Rum 750 ml Dole Pineapple Juice Captain Morgan Spiced Rum 750 ml Cuervo Especial 50 ml Masi Modello Venezie Bianco 750 ml Drop Stop Pitu Cachaça 750 ml Wooden Muddlers Malibu Pineapple Rum Liqueur 750 ml Dole Pineapple Juice 6 oz Prince Igor Extreme Vodka 750 ml Shelf Extender Eight Below Luxury Vodka, 50 ml Mountain Rock Whisky 750 ml Forty Creek Barrel Select Whisky, 50 ml Corona Light 6 x 330 ml EA 3 TBD Mott s Clamato Caesar Original 12 Pk-B 4260 ml Mott s Clamato Caesar Extra Spicy 12 Pk-B 4260 ml Cooler Bag Cooler bag Tia Maria 750 ml Kahlua 50 ml Hendrick s Gin 750 ml Measurometer Creemore Springs Premium Lager 6 x 341 ml EA 9B Bavaria Holland Beer 6 x 500 ml Cooler bag Sleeman Honey Brown Lager 6 x 341 ml EA 8B Retro fridge opener Lakeport Brava 6 x 341 ml Brava Sunglasses Clip Sleeman Cream Ale 6 x 341 ml EA 8B Retro fridge opener TBD Promotional Turn 5: WE VE GOT YOUR BEER

83 AIR MILES Reward Miles LCBO # Description BAM Amount Support Programs 67 Smirnoff Vodka 750 ml Canadian Club 1140 ml Pama Pomegranate Liquor 750 ml Captain Morgan White Rum 750 ml Fontana Di Papa Castelli Romani 1000 ml Gordons Gin 750 ml Tanqueray Dry Gin 1140 ml Black Velvet (P.E.T) 375 ml Lamb s Palm Breeze 750 ml Sauza Silver 750 ml Captain Morgan Dark Rum 1140 ml 10 Shelf Extender 2766 Schenley O.F.C. 750 ml Alberta Pure Vodka 1140 ml Stock Dry Vermouth White 1000 ml Negra Modelo 6 x 325 ml 7 Shelf Extender 4606 Vodka Mudshake - French Vanilla 1080 ml 4 Discovery Extender 5009 Lamb s White Rum 750 ml D Eaubonne Vsop Napoleon Brandy 1140 ml Alberta Springs 750 ml Grand Macnish 750 ml Wolf Blass Green Tier Cab (P.E.T.) 750 ml 5 Discovery Extender 8219 Prince Igor Vodka (P.E.T) 750 ml Anselme La Fiole Du Pape Chateauneuf-du-Pape Red 750 ml 8 Shelf Extender Prince Igor Vodka (P.E.T )1140 ml 10 Shelf Extender Sogrape Mateus Rosé 1500 ml Peller Estates French Cross Chardonnay Carton 1000 ml 4 BBAM Peller Estates French Cross Shiraz Carton 1000 ml 4 BBAM KWV Chenin Blanc 750 ml Winzertanz 1500 ml Lizard Flat Chardonnay/Verdelho Carton 1000 ml Santa Rita 120 Sauvignon Blanc 750 ml Danzante Pinot Grigio 750 ml Flat Roof Manor Pinot Grigio 750 ml 6 Marketing & Product Guide 83

84 84 AIR MILES Reward Miles Continued LCBO # Description BAM Amount Support Programs Smirnoff Vodka (P.E.T.) 750 ml Fuller s London Porter 500 ml Pure Gold Whisky 750 ml Smirnoff Lime Twist Vodka 750 ml 6 Shelf Extender Luxardo Sambuca dei Cesari 750 ml Mommessin Chateauneuf-du-Pape 750 ml Patron Silver Tequila 375 ml Black Anvil Cabernet Sauvignon 750 ml Forty Creek Barrel Select 375 ml Bees Growers White Carton 1000 ml 4 Shelf Extender Russian Prince (P.E.T) 1140 ml Alexander Keith s Red Amber 473 ml 1 EA 4 A&B Dan Aykroyd Cabernet Merlot 750 ml Jaffelin Bourgogne Aligote 750 ml Alberta Premium (P.E.T.) 750 ml Harviestoun Bitter & Twisted 500 ml Wild Horse Canyon Shiraz 750 ml Corona Extra 6 x 355 ml Chateau Des Charmes Gamay Noir VQA 750 ml Lamb s Palm Breeze (P.E.T.) 750 ml 12 Community Extender Small Cask Brandy (P.E.T.) 375 ml Inniskillin Chardonnay VQA 750 ml Naked Grape Sauvignon Blanc 1500 ml Leffe Brune 6 x 330 ml Polar Ice Vodka (P.E.T.)750 ml Mezzomondo Pinot Grigio Chardonnay 750 ml Leffe Blonde 6 x 330 ml 4 Shelf Extender Ozujsko 500 ml 1 Shelf Extender Green Rabbit Organic Merlot Carton 1000 ml 5 Green Extender Hillebrand Artist Series Chardonnay VQA 750 ml Cookoothama Cabernet Merlot 750 ml Peller Estates French Cross Malbec Cabernet 1000 ml 4 BBAM Wyndham Estate Bin 515 Shiraz Viognier 750 ml 8 Promotional Turn 5: WE VE GOT YOUR BEER

85 AIR MILES Reward Miles Continued LCBO # Description BAM Amount Support Programs Pearl River Zhu Jiang Beer 6 x 330 ml Russian Prince (P.E.T) 375 ml Eight Below Luxury Vodka 750 ml Gordons Gin (P.E.T.)1750 ml Nederburg Paarl Cabernet Sauvignon 750 ml Bacardi Black 750 ml 8 Shelf Extender Uv Pink Lemonade Vodka 750 ml 5 Discovery Extender Uv Blue Raspberry Vodka 750 ml 5 Discovery Extender Lindemans Bin 45 Cabernet Sauvignon 750 ml Alive - Grapefruit 4 Pk-C 1200 ml 4 Shelf Extender XOXO White Zinfandel-Gamay 750 ml Taste of Belgium 6 Pk-B Captain Morgan White Rum (P.E.T.) 750 ml Polar Ice Vodka 750 ml Collavini Chardonnay 750 ml Grant s Family Reserve 750 ml Glenfiddich Single Malt 12 Yr Old 375mL Pilsner Urquell 500 ml 1 EA Pure Gold Whisky (P.E.T)1750 ml 12 Community Extender Alpenbitter No 7 (P.E.T) 375 ml San Pedro Gato Negro Merlot 750 ml Whyte & Mackey Special Reserve 750 ml Eastdell Estates Red Cabernet VQA 750 ml Peller Estates French Cross Chardonnay 1500 ml Bombay Sapphire London Dry Gin 750 ml Alberta Springs 1140 ml Domaine Boyar Cabernet Sauvignon 750 ml Casarsa Chardonnay Doc 1500 ml 5 BBAM Casarsa Merlot Doc 1500 ml 5 BBAM Viña Carmen Cabernet Sauvignon Reserve 750 ml Iceberg Vodka (P.E.T) 375 ml Pilsner Urquell 6 x 330 ml Château Des Charmes St. Davids Bench Sauv Blanc VQA 750 ml Marketing & Product Guide 85 4

86 86 AIR MILES Reward Miles Continued LCBO # Description BAM Amount Support Programs Casarsa Cabernet Sauvignon 1500 ml 5 BBAM Banff Ice Vodka 1750 ml Ketel One Vodka 750 ml 10 Shelf Extender Luna Di Luna Chardonnay/Pinot Grigio 750 ml Casarsa Cabernet/Merlot 1500 ml 5 BBAM Skyy Vodka 375 ml 4 NT Polar Ice Vodka (P.E.T)1750 ml Jackson-Triggs Prop Rsv Gewurztraminer VQA 750 ml Pasqua Pinot Grigio Chardonnay Delle Venezie 750 ml J. Bouchon Sauvignon Blanc 750 ml Masi Modello Venezie Rosso 750 ml Iceberg Vodka 1750 ml Black Oak Pale Ale 6 x 341 ml 4 EA Wodka Zoladkowa Gorzka 750 ml Hoegaarden 6 x 330 ml Guinness Draught 8 x 440 ml 5 EA Eastdell Estates Rosé VQA 750 ml Beaulieu Vineyards Coastal Cabernet Sauvignon 750 ml R.H. Phillips Night Harvest Shiraz 750 ml Peller Estates Family Series Riesling VQA 750 ml Peller Estates Family Series Cab Franc VQA 750 ml Trius Cabernet Franc VQA 750 ml Pravda Vodka 750 ml Danfield s Private Reserve Small Batch 750 ml Robertson Winery Shiraz 750 ml Sleeman Original Draught 6 x 341 ml Eastdell Estates Pinot Noir VQA 750 ml Alianca Vista TN 750 ml Naked Grape Cabernet Sauvignon 750 ml Cookoothama Chardonnay 750 ml 5 BBAM Cookoothama Shiraz 750 ml 5 BBAM Angels Gate Sussreserve Riesling VQA 750 ml Cono Sur Tocornal Cabernet Sauvignon/Shiraz 1500 ml 5 Promotional Turn 5: WE VE GOT YOUR BEER

87 AIR MILES Reward Miles Continued LCBO # Description BAM Amount Support Programs Wakefield Promised Land Shiraz/Cabernet 750 ml Concilio Pinot Grigio Trentino Doc 750 ml Jackson-Triggs Prop Select Shiraz 750 ml Smirnoff Green Apple Twist Vodka 750 ml Legends Estates Chardonnay VQA 750 ml Elora ESB 650 ml Miller Genuine Draft 6 x 355 ml 4 EA Sleeman Clear 6 x 341 ml Cortel Napoleon Vsop Brandy 375 ml El Dorado Demerara 5 Yr Old Rum 750 ml 5 Marketing & Product Guide 87

88 88 Option LCBO # Description Innis & Gunn Blonde 330 ml Innis & Gunn Oak Aged Beer 330 ml BAM Amount BBAM Amount Total Miller Genuine Draft (P.E.T.) 473 ml Peller Estates French Cross Chardonnay Carton 1000 ml Peller Estates French Cross Shiraz Carton 1000 ml Peller Estates French Cross Malbec Cabernet 1000 ml Devil s Pale Ale 473 ml Red Leaf Lager 6 x 341 ml Golden Horseshoe Lager 6 x 341 ml Bundling AIR MILES Reward Miles Cookoothama Chardonnay 750 ml Cookoothama Cabernet Merlot 750 ml Cookoothama Shiraz 750 ml Casarsa Chardonnay Doc 1500 ml Casarsa Merlot Doc 1500 ml Casarsa Cabernet/Merlot 1500 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 Promotional Turn 5: WE VE GOT YOUR BEER

89 Necktags LCBO # Description NT Approved Finlandia Vodka 750 ml Recipe Booklet Long Flat Chardonnay Carton 1000 ml World Wildlife Fund Long Flat Cabernet/Merlot Carton 1000 ml World Wildlife Fund Chateau Timberlay 750 ml Environmental Message Collavini Pinot Grigio 750 ml Humane Society Donation Fetzer Valley Oaks Sauvignon Blanc 750 ml New Packaging X-Rated Fusion Liquor 750 ml Martini Recipe Cavit Collection Pinot Noir Igt Prov Di Pavia 750 ml #1 Pinot Noir in USA Absolut Mango Vodka 750 ml Recipe Southern Comfort 750 ml Cocktail Mix L.A. Cetto Cabernet Sauvignon 750 ml Product Information Mcguiness Exotic Pomegranate Liquor 750 ml Recipe Malibu Island Melon Rum Liquor 750 ml Recipe Fetzer Valley Oaks Zinfandel 750 ml New Packaging Fetzer Valley Oaks Fumé Blanc 750 ml New Packaging Fetzer Valley Oaks Chardonnay 750 ml New Packaging Skyy Vodka 375 ml Recipe Necktag Cave Spring Sauvignon Blanc VQA 750 ml Niagara Peninsula Conservation Authority Absolut Mandrin 750 ml Recipe Kahlua Coffee Liqueur 750 ml Kahlua Chillaccino Recipe Absolut Raspberri Vodka 750 ml Recipe Mont Gras Cabernet Sauvignon Reserva 750 ml Informational Collavini Pinot Grigio1500 ml Humane Society Donation Masi Tupungato Passo Doble 750 ml Price reduction/information Blanche De Chambly 750 ml Blanche Product Info Maudite 750 ml Maudite Product Info La Fin Du Monde 750 ml La Fin du Monde Info Marketing & Product Guide 89

90 90 End Aisle 9A - Steam Whistle Pilsner Contests Cooking from the Cornucopia with Chef Jamie Kennedy Win a private dinner party with Chef Jamie Kennedy for you and 19 guests. This private dinner party will be held at Gilead Cafe on October 3, 2009 and includes return transportation to the winner s home. There is one grand prize only with an approximate retail value of $3,000. This contest is open to all Ontario residents. End Aisle 12A - Peroni Nastro Azzuro Peroni Premium Trip to Italy Win a trip for two to Italy. Prize includes round-trip airfare for two to Rome, Italy, deluxe accommodation at a boutique designer hotel in the heart of Rome, a private guided tour of the Peroni Brewery, a private guided walking tour of Rome and the Vatican City, 2 meals in sophisticated restaurants and $500 CDN spending money. There is only one grand prize with an approximate retail value of $10,000. This contest is open to all Ontario residents. Moosehead Cracked Canoe ClubLinks and Spa Finder Gift Card TEXT 2 WIN Contest There are four prizes available to win: Two first prizes consisting of one of two ClubLinks Gift Certificates valid at any ClubLinks Golf Course in Ontario (approximate retail value of $250). The two second prizes consist of one of two Spa Finder Gift Certificates valid at any Spa Finder Partner across Canada (approximate retail value of $250). Participants must text the word SLOW to (text messaging rates may apply). This contest is open to all Ontario residents. Grolsch Premium Lager Win a Trip for Two to Amsterdam One grand prize of a trip for two to Amsterdam. The grand prize package consists of a travel voucher for round-trip airfare for two to Amsterdam, deluxe accommodation at a hotel in the heart of the city, private guided tour of the Grolsch Brewery in Enschede, a private guided walking tour of Amsterdam and $500 CDN spending money. The approximate retail value of this prize is $7,500. This contest is open to all Ontario residents. Promotional Turn 5: WE VE GOT YOUR BEER

91

92 92 Overview The Summer 2009 issue of FOOD & DRINK was distributed to stores in June. Features: Stone fruit infuses fresh tastes of summer into these mouth-watering desserts. Release heaps of flavour by muddling the fruit ingredients in these standout summery cocktails. Venture onto new turf with a whole range of delicious new BBQ recipes for beef, pork, lamb and salmon. Delicious Thai food that s a snap to make at home or the cottage. Great new summer beers show to their best advantage alongside these pub classics with their own fresh spin. 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 magazines equitably among all stores who request overs 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Autumn 2009 issue of FOOD & DRINK, which will be in stores on Wednesday, September 9 th.

93 D isplay Table M erchandising Guidelines Promotion Dates: June 21 - July 18, 2009

94 94 Table of Contents Participating Stores Merchandising Guidelines Display Table Themes Product Orders Product Placement Baskets Market Place Fixture Nesting Table Theme Location Promo Table Theme Location Nesting Table Display Themes We ve Got Your Beer golocal We ve Got Your Beer We ve Got Your Cider Vi n t a g e s July 18 th Release Vi n t a g e s August 1 st Release Promo Table Display Themes Fruit Flavoured Beer Local Craft Beer Organic Beer Summer Rosés Store Floor Plans Merchandising Display Tables Program Overview 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, 198, 200, 212, 226, 243, 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 5: WE VE GOT YOUR BEER

95 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 Nesting Table Example of theme signage Example o f like with like Marketing & Product Guide 95

96 96 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. Market Place Fixtures Merchandising Ex a m p l e o f c o l o u r, s i z e, t y p e Example o f basket with sign Promotional Turn 5: WE VE GOT YOUR BEER

97 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 WE VE GOT YOUR BEER 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 97

98 98 Store We've Got Your Beer 1 N1 golocal We've Got Your Beer We've Got Your Cider Vintages 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 Vintages Essentials 149 N1 N2 164 N1 171 N1 185 N1 187 N1 N2 V 198 N1 200 N1 212 N1 226 V 329 N1 334 N1 N2 V 340 N1 346 N1 N2 V 355 N1 N2 N3 N4 V 360 N1 361 N1 367 N1 V 371 V 373 V 378 N1 388 N1 390 N1 393 N1 Store Nesting Table Fixtures We've Got Your Beer Product Theme Location golocal We've Got Your Beer We've Got Your Cider Vintages 412 N1 V 416 N1 V 417 N1 432 V 438 N1 445 N1 N2 N3 V 495 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 Vintages Essentials 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. Promotional Turn 5: WE VE GOT YOUR BEER

99 Promo Table Fixtures Product Theme Location Store Featured Gift Flavoured Beer 10 P FG Local Craft Beer Organic Beer Summer Roses (Turn 3) 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 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 P4 Store Marketing & Product Guide 99 Featured Gift FG FG Flavoured Beer FG P FG FG FG P FG FG FG's FG Local Craft Beer Organic Beer Summer Roses (Turn 3) 590 P1 P2 P3 P FG FG P FG FG P1 P2 P3 P4 631 P1 P2 P FG P1 P2 P3 P FG 590 P1 P2 P3 P FG 617 1FG 623 1FG 624 1FG P1 P2 P3 P FG 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.

100 100 Nesting Table of a selection of Light, Amber and Dark beer 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 Nesting Table Theme: N1 LCBO# Description Format 2899 Lakeport Honey Lager 473 ml Mill Street Stock Ale 6 x 341 ml Antigravity Light Ale 6 Pk-B (W) 6 x 355 ml Steam Whistle Premium Pilsner 500 ml Miller Genuine Draft (P.E.T.) 473 ml Bud Light Lime 6 pk-b 6 x 330 ml Dab Original 500 ml Tsingtao Beer 6 pk-b 6 x 330 ml Samuel Adams Boston Lager 6 pk-b 6 x 341 ml Becks 500 ml Konig Pilsner 500 ml Stella Artois 500 ml Golden Pheasant Beer 500 ml Asahi Super Dry 500 ml Moretti Beer 6 pk-b 6 x 355 ml Sleeman Cream Ale 6 pk-b 6 x 341 ml Baskets: Smithwick's Imported Premium Irish Ale 440 ml Tuborg Gold Beer 500 ml Banks Beer 355 ml Gosser Beer 500 ml We ve Got Your Beer Promotional Turn 5: WE VE GOT YOUR BEER

101 Nesting Table Theme: N1 We ve Got Your Beer Basket C 1 case Basket D 1 case SOFT DRESSING SIGNAGE Marketing & Product Guide case Basket B Basket A 1 case

102 102 Nesting Table of Local VQA 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. Nesting Table Theme: N2 LCBO# Description Format Hillebrand Artist Series Gamay Noir VQA 750 ml Peninsula Ridge Shiraz VQA 750 ml Creekside Pinot Grigio VQA 750 ml Girls Night Out Merlot Chardonnay Rose VQA 750 ml Jackson-Triggs Reserve Merlot VQA 750 ml Sibling Rivalry Red VQA 750 ml Konzelmann Golden Vidal VQA 750 ml Cave Spring Gamay VQA 750 ml Chateau des Charmes Aligote VQA 750 ml Pelee Island Eco Trail Red VQA 750 ml Trumpour's Mill Gamay Noir VQA 750 ml Strewn Semi-Dry Riesling VQA 750 ml Angels Gate Cabernet Merlot VQA 750 ml Vineland Chardonnay VQA 750 ml Baskets: 109 Mike Weir Cabernet/Merlot $ mL 750 ml 1578 Flat Rock Cellars Twisted $ mL 750 ml Trius Brut VQA 750 ml Lakeview Vidal Icewine $ ml 200 ml golocal Promotional Turn 5: WE VE GOT YOUR BEER

103 Nesting Table Theme: N2 golocal Basket C 1 case Basket D 1 case SOFT DRESSING SIGNAGE Marketing & Product Guide case Basket B Basket A 1 case

104 104 Nesting Table of a selection of Light, Amber and Dark Beer 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. Nesting Table Theme: N3 LCBO# Description Format 8912 McEwan's Scotch Ale 6 pk-b 6 x 355 ml 9209 Becks 6 Pk-B 6 x 330 ml Fuller's London Porter 500 ml Leffe Blonde 6 pk-b 6 x 330 ml Estrella Damm Lager 500 ml Chimay Premiere 750 ml Guinness Draught 4 pk-c 4 x 440 ml Bitburger Premium Pilsner 500 ml Wells I.P.A. 500 ml Kilkenny Traditional Cream 4 pk-c 4 x 440 ml Hoegaarden 6 pk-b 6 x 330 ml Innis & Gunn Oak Aged Beer 330 ml Big Rock Grasshopper Wheat Ale 6 pk-c 6 x 355 ml Baskets: Waterloo Dark 473 ml Tiger Beer 500 ml Sinha Stout 330 ml Faxe Amber Lager 500 ml We ve Got Your Beer Promotional Turn 5: WE VE GOT YOUR BEER

105 Nesting Table Theme: N3 We ve Got Your Beer Basket C 1 case Basket D 1 case SOFT DRESSING SIGNAGE Marketing & Product Guide case Basket B Basket A 1 case

106 106 A Nesting Table with a Selection of Summer Beer and Cider 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. Nesting Table Theme: N4 LCBO# Description Format 8144 Sir Perry Pear Cider 500 ml Growers Pomegranate Cider 6 x 341 ml Cremant Cidrerie St-Nicolas 750 ml Rekorderlig Wild Berries 500 ml Domaine Pinnacle Ice Cider 375 ml County Cider (Pet) (W) 1000 ml Strongbow Cider 500 ml Du Minot Sparkling Cider 750 ml Waupoos Premium Cider 4 Pk-B (W) 4 x 341 ml Strongbow Cider 4 Pk-B 4 x 275 ml Magners Original Irish Cider 500 ml Stowford Press English Export Cider 500 ml Growers Granny Smith Cider 6 Pk-B 6 x 341 ml Baskets: Cracked Apple Cider 500 ml Bulmers Original Cider 568 ml Gaymers Original Cider 500 ml Blackthorn Cider 500 ml We ve Got Your Cider Promotional Turn 5: WE VE GOT YOUR BEER

107 Nesting Table Theme: N4 We ve Got Your Cider Basket C 1 case Basket D 1 case SOFT DRESSING SIGNAGE Marketing & Product Guide case Basket B Basket A 1 case

108 108 Nesting Table of Vi n t a g e 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 9167 Momo 08 Sauvignon Blanc Marlborough 750 ml Gladiator Primitivo Di Manduria ml Wildass 07 Rose 750 ml Rufus Stone 06 Shiraz Heathcote 750 ml Tobele 06 Ripasso 750 ml Markus Molitor Riesling Kabinett ml Feudi San Marzano Primitivo ml Fondo Antico Nero D'Avola ml Santadi Grotta Rossa Carignano ml Vinosia Essenza Di Malvasia ml Telesio Donnici Riserva 750 ml Leaping Lizard 05 Merlot Napa Valley 750 ml Rivera Vioante Nero Di Troia ml Frazzitta Zibibbo Vino Liquoroso 750 ml Max Ferdinand Richter Riesling Kabinett ml Baskets: Odoardi Savuto ml Tharru Cannonau Di Sardegna ml Menhir No. Zero Negroamara ml La Casa Dell'Orco Aglianico ml Nesting Table Theme VINTAGES - July 18 th Release Promotional Turn 5: WE VE GOT YOUR BEER

109 Nesting Table Theme Vin t a g e s August 1 st Release Nesting Table of Vi n t a g e 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 1578 Flat Rock Cellars Twisted ml Roberty Hall 06 Cabernet Sauvignon Paso Robles 750 ml 9142 Black Lavel08 Sauv Blanc Marlborough 750 ml Pggio Al Pino 07 Chianti Montalbano Docg 750 ml Finca El Origen 07 Malbec Rsv 750 ml Bodegas Olara 04 Tinto Cerro Anon Reserva 750 ml Quancard 05 Paillet Ct. De Blaye 750 ml Plan de Dieu 07 Cotes Du Rhone Villages 750 ml Clochemerie 07 Beaujolais Villages 750 ml Albino Armani 06 Egle Ripasso 750 ml Columbia Crest Grand Est Merlot 750 ml Altesino 07 Rosso Di lgt 750 ml Chateau St Jean 06 Pinot Noir Sonoma 750 ml Grant Burge Shiraz Barossa Vines 750 ml Carteresses 08 Tavel Dom 750 ml Baskets: 109 Mike Weir Cabernet/Merlot ml Santa Margherita Pinot Grigio ml Sandhill 06 Merlot Andrew Pellerl 750 ml Kim Crawford Pinot Noir 08 Marlborough 750 ml Marketing & Product Guide 109

110 110 Promo Table of Fruit Flavoured Beer Merchandise two or three cases of six to eight products of the following participating products. LCBO# Description Format Amsterdam Framboise 4 pk-b 4 x 341 ml Mort Subite Kriek Lambic 375 ml Kawartha Lakes Raspberry Wheat 500 ml Amsterdam Pomegranate Wheat 500 ml Mort Subite Framboise Lambic 375 ml Nickel Brook Green Apple Pilsner 6 pk 6 x 341 ml Fruli Strawberry Beer 250 ml SIGNAGE Promo Table Theme: P1 Fruit Flavoured Beer 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 5: WE VE GOT YOUR BEER

111 Promo Table Theme: P2 Local Craft Beer Promo Table of Local Craft Beer Merchandise two or three cases of six to eight products of the following participating products. LCBO# Description Format Mill Street Tankhouse Ale 6-pk B 6 x 341 ml Hockley Dark 473 ml Georgian Bay Dipper 473 ml Steam Whistle Premium Pilsner 500 ml Muskoka Lager 6-pk 6 x 355 ml Iron Spike Blonde 500 ml Golden Horseshoe Lager 6 x 341 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 111

112 112 Promo Table of Organic Beer Merchandise two or three cases of six to eight products of the following participating products. LCBO# Description Format Duchy Original Organic Ale 500 ml 500 ml Mill Street Original Organic Lager 6 x 341 ml Nickel Brook Organic 473 ml 473 ml Boris Bio - Organic Beer 500 ml St. Peter's English Ale (Organic) 500 ml SIGNAGE Promo Table Theme: P3 Organic Beer 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 5: WE VE GOT YOUR BEER

113 Promo Table Theme: P4 Summer Rosés Promo Table of Rosé Wine Merchandise two or three cases of eight products of the following participating products. LCBO# Description Format Jacob s Creek Shiraz Rosé 750 ml Two Oceans Shiraz Rosé 750 ml Angel s Gate Rosé VQA 750 ml Barefoot White Zinfandel 750 ml Trapiche Septiembre Cool Wine Rosé 750 ml FuZion Shiraz Rosé 750 ml Cono Sur Merlot Rosé 750 ml JP Chenet Cinsault Grenache Rosé 750 ml SIGNAGE This merchandising option allows for a select amount of products to be displayed. There should be 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 113