Trade Copy Only. e (., PT12 Features. ' VIW'"~WdL $4.00 SAVE. Customer Takeaway Brochure. Weekly Sales. Contests. End Aisle 16 LTO Sticker Button

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2 PT12 Features Customer Takeaway Brochure This Period 12 customer takeaway offers three ways to discover wines from Australia, South Africa, Chile and Argentina. Customers can find wine and food pairings, popular favourites or explore new and unique products from each country, allowing them to shop with confidence for wines from South of the Equator. Weekly Sales The Hero Display will be utilized to drive volume by featuring weekly LTO offers on popular brands. Each week, the Hero will feature one SKU of a popular brand with deep discount. Contests During P12 South of the Equator, four supplier contests (not LCBO), will be running, one for each of the featured countries: Argentina, Australia, Chile and South Africa. End Aisle 16 LTO Sticker Button The Week 1 Hero Display Sale (page 5) will feature a product that is also featured on End Aisle 16. To highlight this one-week LTO, all End Aisle 16 Backer Cards will be shipped with a removable sticker button that features a $4.00 LTO for Trapiche Pure Malbec (#370924). In the beginning of Week 2 (Feb 9), the sticker button must be removed to show the $2.00 LTO for the remainder of the period (Feb 9-Mar1). \ ' VIW'"~WdL ' TO.WINES. fr6m S~uth o(the Equator.dJ.. ''"!!,iit!: / ',:- I''C : 4 e (., ::. I r:;:. _,.,. <$ THIS WEEK ONLY FEB 2-8 SAVE $ ml 5 20

3 Marketing & Product Guide Thematic Promotion 3 Instore Customer Takeaway 4 Weekly Hero Displays 5 Contests 9 POD Program 15 Promotional Sign Gallery 19 Advertising 31 Mini Thematic - Eat. Drink. Explore. New Zealand 35 Winter Wine Program 39 Spirited Pick Basket Program 41 Front End Merchandiser 43 Signature Collection 47 Gifting 51 Seasonal & New Product Fixture Program 57 Special Promotions Fixtures 59 Social Responsibility In-store Signage 61 Exterior Springer Signs 65 Shopping Cart Signs 67 Wine Fridge 69 Ontario Wine Programs 75 Beer Programs 89 Vintages Super Sale 93 Vintages Superstar Program 95 BAM & LTO Signage 97 FOOD & DRINK 99 Display Table Merchandising Guidelines 101 Participating Stores 113 Sold Space Program Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

4 English and Bilingual Signage Overview The French Language Services Act (FLSA) of 1986 guarantees an individual s right to receive services in French from Government of Ontario ministries and agencies in 25 designated areas. Relative to the French Language Services Act, the LCBO is not only required by law to provide bilingual staff, signage and services in specific stores and offices located in or serving designated communities of Ontario, but we are also doing so as an additional service offering to our Francophone customers. It is good for business. To further this commitment, participating stores are to receive a French version of Exterior Banners, and Bilingual versions of Power Aisle Banners, Perimeter Banners, Backer Cards, POD Displays & Hero Displays. Henceforth, these will become the standard bilingual components that will be shipped to these stores every promotional period. Merchandising Instructions Participating Stores 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 23, 24, 26, 27, 32, 34, 36, 37, 38, 40, 41, 49, 50, 52, 54, 55, 58, 63, 66, 67, 75, 76, 77, 78, 81, 83, 89, 91, 92, 98, 99, 103, 104, 108, 112, 117, 118, 121, 122, 123, 125, 126, 127, 128, 129, 134, 140, 143, 149, 151, 154, 162, 163, 164, 165, 167, 171, 173, 180, 182, 183, 184, 185, 186, 189, 190, 192, 193, 195, 198, 200, 204, 207, 212, 214, 217, 218, 220, 225, 228, 233, 234, 236, 241, 242, 243, 245, 249, 253, 255, 256, 262, 269, 272, 278, 279, 280, 287, 291, 295, 303, 308, 309, 310, 312, 320, 321, 322, 324, 327, 329, 332, 333, 334, 338, 341, 349, 355, 359, 360, 362, 363, 366, 367, 368, 370, 371, 375, 384, 385, 387, 388, 389, 393, 394, 395, 398, 400, 405, 406, 407, 408, 411, 412, 415, 416, 420, 421, 422, 424, 425, 426, 428, 431, 435, 436, 438, 441, 443, 444, 452, 457, 458, 463, 466, 470, 483, 484, 485, 487, 488, 490, 492, 494, 499, 505, 506, 507, 511, 512, 515, 518, 519, 521, 524, 526, 528, 531, 532, 533, 534, 538, 539, 540, 542, 546, 547, 552, 553, 555, 556, 564, 565, 568, 569, 571, 572, 574, 575, 576, 577, 578, 584, 588, 589, 593, 597, 598, 601, 604, 614, 619, 624, 626, 627, 631, 633, 636, 637, 638, 639, 640, 642, 643, 645, 650, 677, 694, 697, 698, 699, 700, 703, 741 Please alternate between English, IMAGE and French versions of the Window Show Cards. Window Show Card English Version Window Show Card French Version Branded Backer Card Bilingual Version 2 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

5 Thematic Promotion P12: EAT. DRINK. EXPLORE. South of the Equator February 1, 2015 March 1, 2015 Period 12 combines the four wine regions from the southern hemisphere into a single thematic. The featured regions are Argentina, Chile, South Africa and Australia. The wines produced by each of these regions are as distinct as the geography and cultures of the regions themselves. We have an opportunity to focus on what makes each place special and their wines worth celebrating. We ll inspire customers with simple food matches and traditional recipes. We ll celebrate the diversity of the regions most popular wines and encourage trial and exploration by focusing on newness and innovation.

6 Instore Customer Takeaway Overview This customer takeaway offers three ways to discover wines from Australia, South Africa, Chile and Argentina. Customers can find wine and food pairings, popular favourites or explore new and unique products from each country, allowing them to shop with confidence for wines from South of the Equator. Participating Stores: All Stores Key Date Ship Date: week of January 26, 2015 Start Date: February 1, 2015 Take Down Date: March 1, 2015 Components Brochure Re-order # Free Pick Up Backer - Re-order #DMS C Merchandising Instructions: The brochures are to be merchandised on all End Aisles in the wire designated brochure holders. (Please see illustration). Recipe Book Cover Free Pick Up Backer 4 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

7 Weekly Hero Displays Participating Stores 21, 22, 23, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 43, 44, 50, 55, 57, 62, 63, 64, 65, 68, 73, 74, 79, 80, 82, 85, 86, 90, 95, 101, 102, 106, 115, 125, 130, 132, 140, 148, 149, 152, 154, 156, 163, 164, 165, 167, 168, 171, 179, 182, 185, 187, 188, 190, 191, 195, 196, 198, 200, 201, 207, 209, 211, 212, 216, 217, 218, 221, 226, 228, 233, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 311, 321, 324, 325, 326, 329, 334, 340, 344, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 401, 402, 404, 407, 408, 412, 415, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 457, 458, 459, 465, 467, 470, 481, 485, 490, 491, 494, 495, 497, 499, 501, 505, 511, 518, 521, 523, 528, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 559, 563, 564, 566, 568, 569, 572, 573, 575, 579, 580, 584, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 634, 640, 641, 643, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776

8 Weekly Hero Displays Overview The Hero Display will be utilized to drive volume by featuring weekly LTO offers on popular brands. Each week, the Hero will feature one SKU of a popular brand on deep discount. To further drive sales, the message will invite customers to purchase a case of 12. Key Dates Week 1: February 2-8 Week 2: February 9-15 Week 3: February Week 4: February 23 - March 1 Advertising Run of Press ads in Metro Toronto and Ottawa as well as Radio ads Participating Products Week LCBO# Product Description Size LTO Trapiche Pure Malbec 750 ml $ Café Culture Pinotage 750 ml $ Santa Digna Cabernet 750 ml $3.00 Sauvignon Reserva Wyndham Estate Bin 555 Shiraz 750 ml $3.00 Signage Re-order Codes: Hero Banners (4 Banners in 1 kit) Re-order Code English: Re-order Code Bilingual: All banners will be shipped in one kit, so please keep banners for the reminding weekly sales in a secure area. Pricer Cards English Re-order Code: DMS Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

9 Weekly Hero Displays Weekly Promotional Hero Display Hero Display Week #1: February 2-8 Signage: Hero Banner and Pricer Card Where to Merchandise: Entrance of the store LCBO# Description Size LTO Trapiche Pure Malbec 750 ml $4.00 Build the Week #1 display with featured product. Insert Week #1 Pricer Card in front of the participating product NOTE: This product is on LTO $4.00 during Week 1 only. Please remove $4.00 LTO signage at the end of Week 1. Hero Display Week #2: February 9-15 Signage: Hero Banner and Pricer Card Where to Merchandise: Entrance of the store LCBO# Description Size LTO Café Culture Pinotage 750 ml $3.00 Take down Week #1 display and dispose/recycle the Hero display sign and Pricer Card. Build the Week #2 display with the featured product. Insert Week #2 Pricer Card in front of the participating product. NOTE: This product is on LTO $3.00 during Week 2 only. Please remove $3.00 LTO signage at the end of Week 2. Marketing & Product Guide 7

10 Weekly Hero Displays Weekly Promotional Hero Display Hero Display Week #3: February Signage: Hero Banner and Pricer Card Where to Merchandise: Entrance of the store LCBO# Description Size LTO Santa Digna Cabernet 750 ml $3.00 Sauvignon Reserva Take down Week #2 display and dispose/recycle the Hero display sign and Pricer Card. Build the Week #3 display with the featured product. Insert Week #3 Pricer Card in front of the participating product. NOTE: This product is on LTO $3.00 during Week 3 only. Please remove $3.00 LTO signage at the end of Week 3. Hero Display Week #4: February 23 - March 1 Signage: Hero Banner and Pricer Card Where to Merchandise: Entrance of the store LCBO# Description Size LTO Wyndham Estate Bin 555 Shiraz 750 ml $3.00 Take down Week #3 display and dispose/recycle the Hero display sign and Pricer Card. Build the Week #4 display with the featured product. Insert Week #4 Pricer Card in front of the participating product. NOTE: This product is on LTO $3.00 during Week 4. Please remove $3.00 LTO signage at the end of Week 4. 8 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

11 Contests Participating Stores 10, 15, 21, 31, 38, 40, 83, 154, 164, 212, 217, 288, 355, 367, 385, 393, 394, 412, 417, 443, 445, 486, 499, 573, 624, 630, 641 Although only the above stores will be shipped signage, all customers are welcome to enter into these contests on-line Week 1: February 2-8 Argentina: Win a Trip for Two to Argentina Week 2: February 9-15 South Africa: Win a Trip for Two to Magical South Africa Week 3: February Chile: Win a Romantic Adventure to Chile Week 4: February 23-March 1 Australia: Win a Trip for Two to Australia

12 Contests Overview: During P12 South of the Equator, four supplier contests (not LCBO), will be running, one for each of the featured countries: Argentina, South Africa, Chile and Australia. Should customers inquire, please refer to these condensed versions of the Rules and Regulations. Full contest details are available on each of the suppliers applicable URL or web address provided. The LCBO will be promoting these contests at select stores in conjunction with scheduled tasting events. The events will be run by The Signature Marketing Group. Please note these are supplier run contests. Key Dates Week 1: February 2-8 Argentina: Win a Trip for Two to Argentina Week 2: February 9-15 South Africa: Win a Trip for Two to Magical South Africa Week 3: February Chile: Win a Romantic Adventure to Chile Week 4: February 23-March 1 Australia: Win a Trip for Two to Australia LCBO SPECIAL EVENT PROMOTIONS WINE FAIRS Stores 10, 38, 355, 367, 412, 486, 573 Saturday, February 7 Wines of Argentina Saturday, February 14 Wines of South Africa Saturday, February 21 Wines of Chile Saturday, February 28 Wine Australia RETAIL TASTINGS Stores 15, 21, 31, 40, 83, 154, 164, 212, 217, 288, 385, 393, 394, 417, 443, 445, 499, 624, 630, 641 Friday, February 6 & Saturday, February 7 Wines of Argentina Friday, February 13 & Saturday, February 14 Wines of South Africa Friday, February 20 & Saturday, February 21 Wines of Chile Friday, February 27 & Saturday, February 28 Wine Australia Instructions: Participating stores will receive weekly shipments (over 4 weeks) of promotional marketing materials (postcards). Please keep them safely stored away until The Signature Marketing Group arrives for the event. Further details about Special Event Promotions will be communicated to your store in a P12 South of the Equator EVENT BRIEF that will go out to stores two weeks prior to the first event. 10 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

13 Contests - Win A Trip for Two to Argentina Week 1: February 2-8 CONTEST RULES & REGULATIONS for Store Staff Win a Trip for Two to Argentina Contest Official Rules CONTEST DATES: Begins February 1st, 2015 to February 28, HOW TO PLAY: To enter the contest, you must complete your information on the electronic ballot at No purchase is necessary to enter this contest. PRIZE DRAW: The winner will be selected by random draw. The chances of winning this contest depend on the total number of eligible entries received. PRIZES: One prize is available to be won, as follows: a trip for two to Argentina. Estimated retail value of the prize is $ 6,000 CAN. To review full prize details view: ELIGIBILITY: Entries are restricted to residents of Ontario of legal drinking age (19+). Complete contest rules are available on Postcard Marketing & Product Guide 11

14 Contests - Win A Trip For Two to South Africa Week 2: February 9-15 CONTEST RULES & REGULATIONS for Store Staff Win a Trip for Two to Magical South Africa Contest Official Rules CONTEST DATES: Begins February 1st, 2015 to March 1, 2015 at midnight (EST). HOW TO PLAY: Enter online at No purchase is necessary to enter this contest. PRIZE DRAW: The prize will be awarded by random draw. The chances of winning this contest depend on the total number of eligible entries received. PRIZES: One prize is available to be won, as follows: a trip for two to Cape Town, South Africa. Estimated retail value of the prize is $ 8,000 CAN. To review full prize details view: ELIGIBILITY: Participants must be 19 years of age or older in Ontario. Complete contest rules are available on Postcard 12 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

15 Contests - Romantic Adventure to Chile Week 3: February CONTEST RULES & REGULATIONS for Store Staff Romantic Adventure to Chile Contest Official Rules CONTEST DATES: Begins February 1st, 2015 at 6 a.m. Eastern Standard Time (EST) and ends on March 15th, 2015, at 11:59 pm (EST). HOW TO PLAY: Contestants must complete an electronic form on Participation on website only. Printed or copied forms and received by conventional mail will not be accepted. No purchase is necessary to enter this contest. PRIZE DRAW: The winner will be designated by random draw. The odds of winning a Prize will depend upon the total number of eligible entries received during the Contest dates. PRIZES: One prize is available to be won, as follows: a trip for two to Chile. Estimated retail value of the prize is $ 10,000 CAN. To review full prize details view: ELIGIBILITY: Entries are open to legal residents of Ontario, 19 years and older. Complete contest rules are available on Postcard Marketing & Product Guide 13

16 Contests - Wn A Trip For Two To Australia Week 4: February 23- March 1 CONTEST RULES & REGULATIONS for Store Staff Win a Trip for Two to Australia Contest Official Rules CONTEST DATES: Begins from 12:00:00 a.m. EST on February 1, 2015 to 11:59:59 p.m. EST March 7, 2015 HOW TO PLAY: To enter the contest, you may submit an entry online at then click on the The Win a Trip to Australian Wine Country Contest link and follow the instructions. To enter via mail, hand print your first and last name, address, complete mailing address and telephone number (daytime and evening) on a plain piece of paper and mail it to the following address: The Win a Trip to Australian Wine Country Contest, c/o Wine Australia, 292 Indian Grove, Toronto, Ontario, M6P 2H5. No mechanical reproductions permitted. Entries must be readily legible. Mailed entries must be postmarked by February 28, 2015 and must be received by March 7, No purchase is necessary to enter this contest. PRIZE DRAW: The winner will be selected by random draw. The odds of winning depend on the number of entries received. PRIZES: One prize is available to be won, as follows: a trip for two to Australia. Estimated retail value of the prize is $8,000 CAN. To review full prize details view: au/en-ca/event-search/can-ontario-win-a-trip-to-australia.aspx ELIGIBILITY: Contest is open to individuals who reside in Ontario and are over the age of 19. Complete contest rules are available on 14 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

17 POD Program Participating Stores 1, 10, 15, 17, 21, 23, 31, 38, 41, 44, 51, 55, 57, 65, 74, 82, 115, 130, 148, 149, 171, 185, 187, 191, 195, 198, 211, 217, 221, 226, 228, 233, 249, 250, 252, 253, 263, 269, 279, 288, 298, 300, 326, 329, 344, 346, 351, 355, 359, 361, 367, 373, 378, 381, 383, 386, 390, 391, 392, 394, 397, 398, 401, 407, 412, 416, 427, 428, 437, 438, 443, 444, 457, 459, 470, 481, 485, 490, 491, 497, 500, 511, 522, 523, 528, 534, 536, 542, 545, 551, 554, 566, 569, 575, 580, 584, 587, 605, 609, 619, 623, 624, 627, 630, 632, 633, 634, 640, 641, 643, 649, 652, 694, 698, 699, 700, 703, 706, 741, 776

18 POD Program Overview The POD display is a merchandising program that highlights products in the most favourable and high traffic locations in the top destination stores. This program runs the full Promotional Turn. Key Dates Start Date: February 1, 2015 Takedown: March 1, 2015 Signage and Merchandising Instructions Please follow installation instructions that will be shipped along with this Pod. Please Install Flat Pod in Power Aisle or prominent locations of the store. Wrap Riser Wrap round the riser width wise only Component Re-order Code Image POD Pricer Cards ENG: DMS Riser Wrap EAT.DRINK.EXPLORE. Image not Available 16 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

19 POD Program POD 1 POD 2 LCBO# Description Format Inception Deep Layered Red 750 ml Honey Badger Luscious Red 750 ml Bellingham Big Oak Red Shiraz Cab 750 ml Re-order#: ENG: BIL: LCBO# Description Format Trapiche Extravaganza Red Blend 750 ml Epica Red 750 ml Montes Twins 750 ml Re-order#: ENG: BIL: Marketing & Product Guide 17

20 POD Program POD 3 LCBO# Description Format Crimes Shiraz Durif 750 ml Tatty Road Cabernet Sauvignon 750 ml Nugan Estate Alfredo Second Pass Shiraz 750 ml Re-order#: ENG: BIL: Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

21 Promotional Sign Gallery All Promotional sign components are available for re-order using their corresponding re-order numbers. If a sign component is missing or damaged, please call or toll and quote its re-order number. Please have a copy of this Marketing & Product Guide on hand for reference. Thank you. MUSIC CD RE-ORDER# DMS-MusicCD We would like to hear your comments about this period s music. Please provide your feedback to hellolcbo.

22 Promotional Signs Components End Aisle Backer Card ENGLISH Dimensions 30 w x 24 h Generic Backer Card (English ) Branded Backer Card (English) End Aisle Products Reorder# 1 Two Oceans / Cocktail Must Have Jacob's Creek / Todays Wine Discovery Cono Sur & Tocornal / Whisky Lover Trapiche / Beer Headquarters Yellow Tail / No Fuss Cocktail Obikwa, Nederburg & Durbanville Hills / Cocktail Must Have 20 Promotional Turn 12 Eat. Drink. Explore. South of the Equator Casillero Del Diablo / Todays Wine Discovery Fuzion / Whisky Lover Wolf Blass / Beer Headquarters The Wolftrap & The Pavillion / No Fuss Cocktail Las Mulas, Adobe & Santa Rita / Cocktail Must Have Graffigna / Todays Wine Discovery Wyndham, Lindeman's & McWilliam's / Whisky Lover Goats Do Roam / Beer Headquarters Santa Rita, PKNT & Root 1 / No Fuss Cocktail Alamos, Trapiche & Pascual Toso / Cocktail Must Have* Pillar Box Red, Pirramimma & Hardys / Todays Wine Discovery Durbanville Hills, Flat Roof Manor & Juno / Whisky Lover Gato Negro & Santa Carolina / Beer Headquarters Sparkling Wines / No Fuss Cocktail Generic Cocktail Must Haves Generic Todays Must-Haves/Whisky Lover Generic Beer Headquarters/ No Fuss Cocktails *End Aisle LTO Sticker Button A removable sticker button is affixed on the End Aisle 16 Backer Card for Trapiche Pure Malbec (370924) indicating the $4.00 LTO for week 1 (Feb 2-8) Hero weekly sale. Stores are required to remove the sticker on the start of week 2 (Feb 9) to reveal the $2.00 LTO for the remainder of the period. (Feb 9-March1)

23 Promotional Signs Components End Aisle Backer Card BILINGUAL Dimensions 30 w x 24 h Generic Backer Card (Bilingual) Branded Backer Card (Bilingual) End Aisle Products Marketing & Product Guide 21 Reorder# 1 Two Oceans / Cocktail Must Have Jacob's Creek / Todays Wine Discovery Cono Sur & Tocornal / Whisky Lover Trapiche / Beer Headquarters Yellow Tail / No Fuss Cocktail Obikwa, Nederburg & Durbanville Hills / Cocktail Must Have Casillero Del Diablo / Todays Wine Discovery Fuzion / Whisky Lover Wolf Blass / Beer Headquarters The Wolftrap & The Pavillion / No Fuss Cocktail Las Mulas, Adobe & Santa Rita / Cocktail Must Have Graffigna / Todays Wine Discovery Wyndham, Lindeman's & McWilliam's / Whisky Lover Goats Do Roam / Beer Headquarters Santa Rita, PKNT & Root 1 / No Fuss Cocktail Alamos, Trapiche & Pascual Toso / Cocktail Must Have* Pillar Box Red, Pirramimma & Hardys Todays Wine Discovery Durbanville Hills, Flat Roof Manor & Juno / Whisky Lover Gato Negro & Santa Carolina / Beer Headquarters Sparkling Wines / No Fuss Cocktail Generic Cocktail Must Haves Generic Todays Must-Haves/Whisky Lover Generic Beer Headquarters/ No Fuss Cocktails *End Aisle LTO Sticker Button A removable sticker button is affixed on the End Aisle 16 Backer Card for Trapiche Pure Malbec (370924) indicating the $4.00 LTO for week 1 (Feb 2-8) Hero weekly sale. Stores are required to remove the sticker on the start of week 2 (Feb 9) to reveal the $2.00 LTO for the remainder of the period. (Feb 9-March1)

24 Promotional Signs Component Where to install sign Version Re-Order code Images English Show Card (Eat. Drink. Explore./Person Opening Bottle Of Wine) Dimensions 28 w x 45 h French Show Card (Savourez. Trinquez. Explorez. / Savourez. Trinquez. Explorez) Dimensions 28 w x 45 h Perimeter Banner (Eat. Drink. Explore. / Person Opening Bottle Of Wine) Dimensions: 30 w x 30 h Perimeter Banner (Savourez. Trinquez. Explorez. / Savourez. Trinquez. Explorez) Dimensions: 30 w x 30 h Install in the windows on the hanger. On the hangers around the periphery of the store. Alternate every other one. English French English French Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

25 Promotional Signs Component Where to install sign Version Re-Order code Images Power Aisle Banners (Eat. Drink. Explore. / Person Opening Bottle Of Wine) Dimensions: 45 w x 30 h Power Aisle Banners (Savourez. Trinquez. Explorez. / Savourez. Trinquez. Explorez) Dimensions: 45 w x 30 h Over the Power Aisle, closest to the entrance Alternate every other one. English French Marketing & Product Guide 23

26 Promotional Signs Component Where to install sign Version Re-Order code Images Exterior Banners Dominant (Eat. Drink. Explore.) Dimensions: 43 w x 87 h Exterior Banners (Person Opening Bottle of Wine) Dimensions: 43 w x 87 h Exterior Banners (Savourez. Trinquez. Explorez.) Dimensions: 43 w x 87 h Exterior on Building English English French Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

27 Promotional Signs Component Where to install sign Version Re-Order code Images Perimeter Transparency Square Dominant (Eat. Drink. Explore.) Dimensions: 28½ w x 28½ h Perimeter Transparency Square (Person Opening Bottle of Wine) Dimensions: 28½ w x 28½ h Perimeter Transparency Square (Eat. Drink. Explore. South of the equator/ Savourez. Trinquez. Explorez.) Dimensions: 28½ w x 28½ h All Transparency signs are vendor installed between February 1-4. If not installed by end of day February 4, please contact hellolcbo English English Bilingual Marketing & Product Guide 25

28 Promotional Signs Component Where to install sign Version Re-Order code Images Perimeter Transparency Horizontal (Eat. Drink. Explore.) Dimensions: 45½ w x 28½ h Perimeter Transparency Horizontal (Person Opening Bottle of Wine) Dimensions: 45½ w x 28½ h Perimeter Transparency Vertical (Eat. Drink. Explore) Dimensions: 28 w x 54 h Perimeter Transparency Vertical (Person Opening Bottle of Wine) Dimensions: 28 w x 54 h All Transparency signs are vendor installed between February 1-4. If not installed by end of day February 4, please contact hellolcbo English English English English Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

29 Promotional Signs Component Where to install sign Version Re-Order code Images Exterior Transparency (Eat. Drink. Explore) Dimensions: 28 w x 54 h Exterior Transparency (Person Opening Bottle of Wine) Dimensions: 28 w x 54 h Backlit Tasting Bar Sign (Eat. Drink. Explore) Dimensions: /16 w x 32 9 /16 h Only for stores #452, #538, #568. These are installed by the vendor. Install in the frame on the portable Tasting Bar. Some stores will be supplied a backlit sign holder. English English English Marketing & Product Guide 27

30 Promotional Signs Component Where to install sign Version Re-Order code Images Thematic Banner Stand Insert (Eat. Drink. Explore) Dimensions: 20 w x 70 h Beer Fridge Poster (Eat. Drink. Explore) Dimensions: 22 ¾ w x 53 ¾ h Thematic Banner Stand (store entrance) NOTE: This sign is for Store 486 Beer Fridge ONLY English English Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

31 Promotional Signs - On Shelf Signs Location On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf Signs Message SAVE Shelf Talkers Pre-Printed (Limited Time Offer Program) AIRMILES Shelf Talker Pre-Printed (Bonus Air Miles Program) NEW Shelf Talkers Pre-Printed (New Product Program) More Miles Shelf Talkers Pre-Printed (BAM Program) In The Spotlight Shelf Talkers Pre-Printed (IMAGE Program) SAVE Shelf Talkers Pre-Printed (Limited Time Offer Program) AIR MILES Shelf Talkers Pre-Printed (Bonus Air Miles Program) New Shelf Talkers Pre-Printed (New Product Program) Component Specifications 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h Bilingual/No Price Price/No Price 6.5 w x 1.75 h Bilingual/No Price Price/No Price 6.5 w x 1.75 h Bilingual/No Price Price/No Price Re-Order code DMS DMS DMS DMS DMS DMS DMS DMS Images On Shelf In The Spotlight Shelf Talkers Pre-Printed (IMAGE Program) 6.5 w x 1.75 h Bilingual/No Price DMS Marketing & Product Guide 29

32 Promotional Signs - On Shelf Signs Location On Shelf On Shelf On Shelf On Shelf Cut Cases On Shelf On Shelf On End Aisles Signs Message Pre-printed (Regular Program 65 versions) Pre-printed (Community Program 10 versions) Pre-printed (Discovery Program 9 versions) Blank Shelf Talkers (1 version x 50 per bundle) Blank Pricer Cards (1 version x 30 per bundle) Blank Extender Strips (1 version x 15 per bundle) Pre-printed Go Green Extender insert 1 version Pre-printed Thematic (59 versions South of the Equator ) Component Specifications Extender strips 12 x 2.5 Extender strips 12 x 2.5 Extender strips 12 x 2.5 Shelf Talkers Blank 6 x 1.75 Pricer Cards Blank 8 x 7 Extender strips Blank 12 x 2.5 Extender strips Pre-printed 12 x 2.5 Shelf Talkers 6.5 x 1.75 Re-Order code DMS DMS DMS DMS DMS DMS DMS Images DMS Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

33 Advertising EAT. DRINK. EXPLORE. Wines from South of the Equator FSI

34 Eat. Drink. Explore. Wines from South of the Equator - Free Standing Insert (FSI) Overview Break away from the ordinary and discover a new and delicious wine experience. Just like the landscapes and cultures of Chile, Australia, South Africa and Argentina, wines from the southern hemisphere are wonderfully diverse and just waiting to be explored. Readers will discover what make the wines from south of the equator special and how to pair them with wonderful regional recipes. From there, we ll remind customers that shopping by LCBO wine style is a great way to find new wines they ll like. All featured products will be grouped together in a handy chart to make it easy to find new wines to explore. FSI Drop Date The FSI will be inserted in the following publications Publication Date Guelph Tribune 5-Feb-15 Brampton Guar dian Mississauga News 6-Feb-15 Orangeville Banner Globe and Mail (Ontario Edition) St. Catharines Standard Barrie Examiner London Free Press Kingston Whig Standard Sudbury Star North Bay Nugget Peterborough Examiner 7-Feb-15 Kitchener Waterloo Record Hamilton Spectator Toronto Star National Post Thunder Bay Chronicle Ottawa Citizen Windsor Star Toronto Sun 8-Feb-15 Ottawa Sun All stores will receive 10 copies as reference. 32 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

35 Eat. Drink. Explore. Wines from South of the Equator - Free Standing Insert (FSI) Participating Products LCBO# Description Format Australia Tatty Road Cabernet Sauvignon 750 ml Nugan Estate Alfredo Second Pass Shiraz 750 ml Wolf Blass Yellow Label Shiraz 750 ml Are You Game Shiraz 750 ml Wyndham Estate Bin 222 Chardonnay 750 ml McWilliam's Hanwood Estate Chardonnay 750 ml Jacob's Creek Reserve Chardonnay Adelaide Hills 750 ml Crimes Shiraz Durif 750 ml Hardys Butcher's Gold Shiraz Sangiovese 750 ml Yellow Tail Big Bold Red 750 ml Argentina Brazos De Los Andes White 750 ml Brazos De Los Andes Red Blend 750 ml Graffigna Elevation Red Blend Reserve 750 ml Trapiche Extravaganza Red Blend 750 ml Alamos Malbec 750 ml Trapiche Broquel Malbec 750 ml Pascual Toso Malbec 750 ml Chile Montes Twins 750 ml Root 1 Carmenere Colchagua 750 ml Pknt Carmenere 750 ml Adobe Reserva Sauvignon Blanc Organic 750 ml Casillero Del Diablo Rsv Cab/Sav 750 ml Las Mulas Sauvignon Blanc Reserve Organic 750 ml Marketing & Product Guide 33

36 Eat. Drink. Explore. Wines from South of the Equator - Free Standing Insert (FSI) Participating Products (continued) LCBO# Description Format South Africa Durbanville Hills Shiraz 750 ml Nederburg Shiraz 750 ml Cafe Culture Pinotage 750 ml Juno Sauvignon Blanc 750 ml Goats Do Roam Goats In Villages Shiraz Pinotage 750 ml Inception Deep Layered Red 750 ml Vintages Wynns Coonawarra Estate Cabernet Sauvignon 750 ml Catena Malbec 750 ml Cimicky Trumps Shiraz ml Simonsig Chenin Avec Chêne Chenin Blanc ml Rustenberg Shiraz ml Fabre Montmayou Gran Reserva Malbec ml Maquis Cabernet Sauvignon ml Concha y Toro Terrunyo Peumo Vineyard Block 27 Carmenere ml Digital Advertising Digital ads will run on various sites during P12 promoting wine, food, and music from the four countries featured: Australia, South Africa, Argentina and Chile. 34 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

37 Mini Thematic - EAT.DRINK.EXPLORE. NEW ZEALAND Participating Stores 1, 4, 5, 6, 11, 14, 15, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 50, 51, 55, 57, 60, 62, 63, 64, 65, 68, 72, 74, 79, 80, 82, 83, 90, 93, 95, 97, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 168, 171, 175, 179, 182, 185, 187, 188, 190, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 221, 226, 228, 233, 237, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 311, 320, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 404, 407, 408, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 456, 457, 459, 465, 470, 481, 486, 490, 491, 494, 495, 497, 499, 500, 501, 505, 509, 511, 518, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 640, 641, 643, 644, 649, 652, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776

38 Mini Thematic - Eat.Drink.Explore. New Zealand Detailed Merchandising Instructions The Mini-Thematic Program is designed to highlight products which are new,engaging or niche product categories. Special Instructions Merchandise products by like size and colour to create an impactful display. Location Refer to your store floor plan Fixture Components Category Sign Holder Brochure Holder SKU Count Min 6, Max 12 Stores are recommended to feature all skus but a minimum of 6 brands must be featured. Products are not force-allocated. The 1 in 1out rule does not apply on the Promotional Fixture. The Mini Thematic brochures feature 8 12 brands (which vary by thematic). To support the sales and marketing strategy, it is recommended to feature all SKUs participating in the program. Participation is MANDATORY Signage Components Category Sign (long or short) Shelf Talkers Occasional Customer Takeaway If bringing in all participating products is not conducive to your individual store, the following guidelines must be met: The Promotional Fixture must be fully merchandised at all times. This may mean increasing the number of cases per SKU or increasing the number of SKUs brought in for the promotion. A minimum of 6 brands must be featured to ensure a healthy looking display that is ready for business. Featured products are not force-allocated. If a feature product is currently carried by your store, additional stock is to be ordered to support the secondary display space on the Promotional Fixture. If a store is bringing in a featured product to support the Promotional Fixture Program, the 1 in/1 out rule does not apply during the promotional periods. If a store decides to list a featured product AFTER the promotional period has concluded, the 1 in/1 out rule does apply. 36 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

39 Mini Thematic - Eat.Drink.Explore. New Zealand Participation is MANDATORY Overview New Zealand wine is outstanding season after season with unique, vibrant and perfectly balanced wines that are food friendly as well as perfect for sipping. Pinot Noir and Sauvignon Blanc may be the well-known standouts but there are many others to discover in this customer take-away. The goal of the thematic is to show customers the range of New Zealand wines and help them discover a new favourite. Key Dates Install: February 1, 2015 Take Down: February 28, 2015 Advertising P12 New Zealand Run of Press Ads There will be a half page ad running in both the Toronto & Ottawa Metro publications promoting New Zealand wines. February 5 th Aromatic & Flavourful Whites LCBO# Description Format Sileni Cellar Selection Chardonnay 750 ml Brancott Letter Series B Sauvignon Blanc 750 ml February 12 th Medium-Bodied & Fruity Reds LCBO# Description Format Stoneleigh Marlborough Pinot Noir 750 ml Villa Maria Private Bin Merlot Cabernet Sauvignon 750 ml Participating Products LCBO# Description Format Villa Maria Private Bin Sauvignon Blanc 750 ml Cupcake Sauvignon Blanc 750 ml Giesen Riesling Marlborough 750 ml Kate Radburnd Sun Kissed Pinot Gris 750 ml Matua Pinot Noir Marlborough 750 ml Villa Maria Private Bin Merlot Cabernet Sauvignon 750 ml Whitehaven Pinot Noir 750 ml Alpine Valley Sauvignon Blanc 750 ml Sileni Cellar Selection Chardonnay 750 ml Brancott Letter Series B Sauvignon Blanc 750 ml Stoneleigh Marlborough Sauvignon Blanc 750 ml Stoneleigh Marlborough Pinot Noir 750 ml Marketing & Product Guide 37

40 Mini Thematic - Eat.Drink.Explore. New Zealand Participation is MANDATORY Merchandising Instructions Insert the provided Explore New Zealand sign into the sign band on the fixture. Install the pre-printed shelf talkers in front of the participating products on the promo fixture, and install the other set of pre-printed shelf talkers in the New Zealand wine section. Install the Perpendicular Shelf Talkers on the Promotional Fixture and in section, one per shelf. These shelf talkers are to tell customers about a contest that is being run by the New Zealand Winegrowers Association (WIN a NEW ZEALAND adventure Enter to win a round-trip for two to Auckland, New Zealand). Entrants must be 19 or older. Entry form, rules and regulations and full contest details are available at: Contest begins February 1, 2015 and closes March 14, Component Component Where to install sign Re-Order code Images Promo Fixture Sign Short (English/Bilingual) EXPLORE NEW ZEALAND/EXPLORE NEW ZEALAND-EXPLOREZ LA NOUVELLE-ZÉLANDE Dimensions: 28 w x 6 ⅜ h Promo Fixture Sign Long (English/Bilingual) EXPLORE NEW ZEALAND/EXPLORE NEW ZEALAND-EXPLOREZ LA NOUVELLE-ZÉLANDE Dimensions: 43 w x 6 ⅜ h Promo Fixture Perpendicular Shelf Talker (English & Bilingual) Win a NEW ZEALAND adventure Dimensions: 3 w x 6 h Promo Fixture Shelf Talker (English & Bilingual) 12 branded ST s per bundle. (2 bundles to each store) Dimensions: 6 w x 1.75 h Promotional Fixture Merchandise on the Promotional Fixture with participating products DMS DMS EAT.DRINK.EXPLORE.NEW ZEALAND brochure re-order# Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

41 Winter Wine Program Participating Stores 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 25, 31, 36, 37, 38, 40, 41, 83, 115, 124, 140, 143, 148, 149, 163, 164, 171, 179, 182, 185, 186, 191, 195, 198, 207, 212, 214, 217, 218, 228, 234, 242, 243, 248, 253, 269, 279, 295, 311, 320, 321, 324, 329, 333, 334, 341, 346, 353, 355, 360, 362, 365, 366, 371, 383, 384, 385, 388, 390, 393, 394, 397, 398, 400, 404, 408, 411, 412, 415, 416, 420, 425, 426, 428, 431, 432, 434, 437, 443, 444, 445, 452, 457, 458, 470, 481, 483, 485, 486, 494, 495, 499, 505, 511, 512, 515, 521, 523, 528, 532, 533, 534, 536, 542, 546, 547, 551, 553, 555, 556, 564, 566, 568, 569, 572, 573, 580, 584, 590, 593, 601, 614, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 635, 636, 637, 638, 639, 641, 642, 643, 650, 677, 694, 695, 697, 698, 699, 700, 702, 703, 771, 776

42 Winter Wine Program Overview Whether experienced or new to French wine, customers will love this hand-picked, quality red, straight from sun-drenched, southern Rhône. Its juicy, black fruit flavours are perfect with hearty pot roast or grilled lamb. A great value for the price! Participating Product LCBO# Description Wine Style Format Retail Les Dauphins Côtes du Rhône Reserve Red Full-bodied & Smooth 750 ml $12.95 Key Dates Ship Date: week of December 29, 2014 Start Date: January 4, 2015 Take Down Date: May 24, 2015 Merchandising Instructions Two seasonally appropriate recipes will be featured: P11 to P13 P1 to P2 Merchandise the backercard with the HEARTY POT ROAST image, along with shelf talkers on your discretionary end. FLIP THE BACKERCARD (and shelf talkers) OVER to merchandise the GRILLED LAMB image on your discretionary end. Signage Components Backercard (double-sided) Shelf Talker Advertising Ad in the Winter 2015 issue of FOOD & DRINK magazine. 40 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

43 Spirited Pick Basket Program Participating Stores - ALL STORES

44 Spirited Pick Basket Program Basket Fixture It has been proven over and over again that Basket Fixtures are an extremely effective way of increasing sales of any product. Key Dates Install Date: February 1, 2015 Take Down: March 1, 2015 LCBO# Description Retail LTO Now Mix With Format Tito s Handmade Vodka $19.95 $1.00 $18.95 Ginger Beer 375 ml Woodford Reserve $24.95 $2.00 $22.95 On the Rocks 375 ml Merchandising Instructions For stores participating in the Front End Merchandiser (FEM) program For a list of participating stores, please refer to the following page of this guide. Please use white marker to fill in product information on signs. Please be sure to include on the sign the Mix With information which your customers will surely find helpful. Signs are printed double-sided to provide stores with the option of choosing one or two products at any one time simply flip it over. This is an ongoing initiative For non-fem stores Stores are encouraged to merchandise these great offers if baskets and space are available. Please follow all Health and Safety regulations. Basket Signs (Re-order# DMS-FEM Black Signs) 42 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

45 Front End Merchandiser This is a Sold Program and participation is mandatory. Participating Stores 1, 4, 5, 10, 11, 12, 14, 17, 18, 19, 20, 21, 23, 24, 26, 31, 33, 35, 36, 38, 41, 50, 51, 55, 58, 59, 63, 64, 65, 68, 70, 74, 79, 80, 82, 86, 90, 93, 95, 97, 101, 102, 106, 115, 130, 140, 143, 148, 149, 153, 154, 156, 164, 165, 185, 186, 188, 190, 192, 195, 198, 200, 201, 207, 209, 210, 211, 216, 217, 218, 221, 226, 228, 233, 243, 248, 249, 250, 252, 253, 263, 270, 278, 279, 288, 295, 298, 300, 311, 312, 321, 325, 326, 334, 343, 344, 346, 351, 353, 359, 360, 362, 366, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 391, 392, 397, 400, 401, 404, 415, 420, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 456, 457, 459, 465, 481, 485, 486, 490, 491, 494, 495, 500, 501, 521, 522, 523, 528, 533, 540, 542, 544, 545, 549, 551, 554, 555, 556, 563, 564, 572, 573, 580, 587, 590, 593, 605, 609, 617, 624, 627, 629, 630, 631, 633, 632, 640, 641, 643, 649, 652, 694, 699

46 Front End Merchandiser Period 12 FEM Sold Space Program Overview The Front End Merchandiser program has proven to generate incremental sales, create consistency across the stores and encourage customers to discover new products. This is a sold program and participation is mandatory. Signage will be shipped to participating stores each Period. Participating Products LCBO# Description Format Brazos De Los Andes White Blend 750 ml Brazos De Los Andes Red Blend 750 ml Merchandising Instructions For Period 12, the Sold Space program will feature Brazos De Los Andes White Blend & Red Blend. It is imperative that stores reconfigure the shelves on the sold space display in order to feature these products effectively. Stores are required to use 3 shelves plus the plinth/base (i.e. The featured products should be water-falled on 3 shelves). The top shelf is used to display the box sign provided. IMPORTANT: This is a supplier paid program, participation is mandatory. Signage Components Pre-printed Shelf Talker (2 versions, 4 pieces) Box Sign Re-Order# for kit is DMS Front End Merchandiser Sold Space Implementation Guide Effective: May 27, 2012 Shelf Talker Box Sign 44 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

47 Front End Merchandiser Front End Merchandiser Core List 2014/15 LCBO# Description Size Beer and Chasers Crown Royal 200 ml Grand Marnier 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Forty Creek Barrel Select 200 ml Cool Convenience Crown Royal 200 ml Grand Marnier 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Premium Destination Jack Daniel s Tennessee Whiskey 200 ml Crown Royal 200 ml Canadian Club Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Baileys Irish Cream 200 ml Grant s Family Reserve 200 ml Iceberg Vodka 200 ml Mainstream Spirits Crown Royal 200 ml Walker s Special Old 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml Absolut Vodka 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml LCBO# Description Size Big Brands Crown Royal 200 ml Alberta Premium 200 ml Walker s Special Old 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Global Roots Jack Daniel s Tennessee Whiskey 200 ml Crown Royal 200 ml Canadian Club Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Grant s Family Reserve 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Up-spend Mainstream Crown Royal 200 ml Canadian Club Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Baileys Irish Cream 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Marketing & Product Guide 45

48 Front End Merchandiser Reminder Stores participating in the Front End Merchandiser Program must also set up the core 200 ml Spirits Program. Core 200 ml Spirits PPG Program The top 10 selling 200 ml Spirits, sorted by Product Profile Grouping (PPG), are to be set up on priority cash #2 (i.e. the cash desk that receives the second highest traffic). See the sample floor plans in your Front End Merchandiser Sold Space Implementation Guide for the location of the display. The display does not change from period to period as it is intended to protect the majority of sales generated from the Front End Merchandisers. Stores MUST list the Core SKUs that are associated to the PPG (Core 200 ml s DO NOT count against a store s total approved SKU count). The Core SKUs cannot be delisted. For the Core 200 ml Spirits feature, stores are required to use four shelves and plinth/base (i.e. two products per shelf, total five shelves are required). 200 ml & 375 ml discretionary displays Staff Picks Basket This Changes STARTING P11 PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) Above example is based on Type 3. Staff Picks Basket 46 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

49 Signature Collection Participating Stores 1, 2, 5, 10, 15, 17, 18, 21, 25, 26, 31, 35, 36, 37, 38, 40, 83, 106, 115, 140, 143, 148, 149, 154, 156, 163, 164, 171, 179, 182, 187, 195, 198, 212, 214, 217, 226, 243, 252, 253, 265, 287, 288, 295, 298, 311, 325, 326, 329, 333, 334, 344, 346, 355, 360, 367, 371, 378, 383, 384, 385, 386, 390, 393, 394, 398, 403, 404, 407, 412, 415, 417, 431, 432, 437, 438, 443, 445, 452, 457, 481, 483, 485, 486, 494, 495, 497, 499, 511, 521, 522, 523, 528, 532, 534, 536, 542, 545, 547, 553, 556, 566, 568, 569, 573, 579, 590, 593, 614, 616, 619, 623, 624, 629, 630, 631, 632, 634, 636, 641, 643, 698, 702, 771, 776

50 Signature Collection Overview The Signature Collection is a curated assortment originating from premium wine growing regions around the world (Australia, California, France, Italy and New Zealand). The goal is to take advantage of the customers who are looking to purchase wines at a more premium price point in the LCBO Wines section. This program allows us to build customer confidence while shopping the premium end of the Wines section and bridge them to eventually shop Vintages. The Signature Collection products are priced premium relative to the other products within the category sets and over deliver in terms of quality, price and value. Merchandising Instructions Signature Collection products are to be merchandised on the TOP SHELF of their respective country of origin sections. This helps tell their premium story and create high visibility in section. Merchandise the P12 shelf talkers in front of participating products in section. Merchandise the Perpendicular Shelf Talkers with designated participating product pairings in section. Display the brochure in section using the in section brochure holder, or in a prominent location in-store, where customers can access them easily. NOTE: The Signature Collection program is a permanent program; please continue to merchandise the pre-printed Shelf Talkers in-section at all times. 48 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

51 Signature Collection Participating Products LCBO# Description Format Pairings L Èvidence Bordeaux 750 ml Beef Rodney Strong Alexander Valley Cabernet Sauvignon 750 ml Beef Wolf Blass Grey Label Shiraz 750 ml Beef Dona Paula Estate Malbec 750 ml Beef Cockburn s Vintage Port 750 ml Dessert La Fiole Châteauneuf-Du-Pape Red 750 ml Ham Laroche Chablis Saint Martin 750 ml Ham Batasiolo Barolo 750 ml Leg of Lamb Stone Dwellers Cabernet Sauvignon 750 ml Leg of Lamb Bonacchi Brunello Di Montalcino 750 ml Leg of Lamb Grant Burge Summers Chardonnay 750 ml Lobster Robert Mondavi Chardonnay Napa Valley 750 ml Lobster Renommée Remoissenet Bourgogne Blanc 750 ml Lobster Marqués De Riscal Reserva 750 ml Pork Roast Castello Di Neive Barbaresco 750 ml Pork Roast Masi Costasera Amarone Classico 750 ml Pork Roast Whitehaven Pinot Noir 750 ml Salmon Brancott Letter Series B Sauvignon Blanc 750 ml Salmon Bouchard Beaune de Château Premier Cru 750 ml Salmon Bouchard Père & Fils Pouilly-Fuissé 750 ml Turkey Henry Fessy Moulin à Vent 750 ml Turkey Guy Saget Sancerre blanc 750 ml Vegetarian Pasta Kenwood Zinfandel Sonoma County 750 ml Vegetarian Pasta Santa Rita Medalla Real Gran Reserva Carmenere 750 ml Vegetarian Pasta Marketing & Product Guide 49

52 Signature Collection Signage Components Shelf Talkers (English/Bilingual) (Re-order# DMS ) Perpendicular Shelf Talkers (English/French) (Re-order# DMS ) Takeaway Brochure (Re-order# ) Shelf Talker (Re-order# DMS ) Brochures (Re-order# ) 50 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

53 Gifting participating stores 1, 4, 5, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 50, 51, 55, 57, 58, 60, 61, 62, 63, 64, 65, 68, 72, 74, 79, 80, 82, 83, 90, 92, 93, 95, 97, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 166, 168, 171, 175, 179, 182, 185, 187, 190, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 221, 226, 228, 233, 237, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 311, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 355, 359, 360, 361, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 401, 402, 404, 407, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 485, 486, 490, 491, 494, 495, 497, 499, 500, 501, 505, 511, 518, 521, 522, 523, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 566, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 598, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 640, 641, 643, 644, 645, 649, 694, 697, 698, 699, 700, 702, 706, 741, 771, 776

54 Gifting - Featured Gift Program Overview The Period 12 Gift program will focus on gifting options for Valentine s Day. All participating Gifting stores will receive a shipment of the Valentine s Day Bottle Bags. The Valentine s Day Fabric Bags will be featured in the Period 12 Our Wine Country FSI. Stores will receive an updated Category Sign to support this promotion. Please remove and recycle all Period 11 Featured Gift sign components. Key Dates Signage Ship Date: week of January 26, 2015 Program Start Date: February 2, 2015 Take down Date: Feb 27, 2015 Participating Products We recommend a selection of: Sparkling wines (Ontario, Italy, Spain) and/or Champagne. Use products as per store demographics and Store Manager s discretion. In Store Signage: Description Category Sign Wrapped with Love Re-order Code Shelf Talker Gift Tag Valentine s Day Bottle Bag ( ) $5.95 Case packed 12 *not available for re-order 52 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

55 Gifting - Featured Gift Program Merchandising Instructions (For The Featured Gifts) Promotional Fixture (Gifting) Merchandising: Top Shelf - Merchandise the Valentine s Day Bottle Bags and a selection of products on the top shelf of the Promotional Fixture End. Remove 1-2 bags from their packaging and display them with the recommended products. The balance of the bags must be merchandised in the Acrylic Fabric Bag Holder. Middle Shelf - Merchandise the recommended products on this shelf. Bottom Shelf - Merchandise the Year Round Pail ( ) with the recommended products (2 products per pail). When assembling the Pails, use the year round Wrap Kits ( ). We recommend making 12 gifts at a time as there is sufficient fill in each wrap kit to prepare 12 pails. THE YEAR ROUND PAIL and the YEAR ROUND WRAP KIT will not be force shipped to you. Stores are to order as they need. Include the following on the Label by using Kwik Price Product Name(s) Product LCBO#(s) Product Price(s) Pail LCBO# Wrap Kit# Wrap Kits Charge $3.50 TOTAL PRICE Affix the label to the gift tag with the ribbon provided in the Wrap Kits. Marketing & Product Guide 53

56 Gifting - Valentine s Day Cello Wrap Program Overview To help our customers shop for a Hostess Gift, special occasions, or Valentine s Day gifts, we have provided, at no additional cost to our customers, a Single Bottle Cello Wrap option. Stores with Nesting Table #1 will receive a kit that will include the following components: 108 Clear Cello Bags 8 1/4 x pre cut red Ribbon Pieces (34 in length) 108 gift tags 1 memo The Valentine s Day Pre Wrap Cello Gift Kit is not available for re-order. Participating Stores 1, 4, 10, 15, 17, 21, 22, 23, 35, 38, 41, 51, 55, 57, 74, 82, 115, 130, 149, 156, 164, 187, 198, 200, 211, 212, 217, 226, 248, 249, 250, 253, 263, 279, 326, 329, 334, 340, 346, 351, 355, 359, 360, 367, 371, 378, 390, 391, 393, 394, 401, 412, 416, 417, 438, 445, 459, 490, 495, 500, 522, 523, 542, 545, 554, 555, 556, 573, 575, 579, 580, 587, 590, 601, 617, 619, 623, 624, 627, 631, 632, 640, 641, 643, 649, 699, 741, 771 Participating Products LCBO# Description Format The Glenlivet 12YO (Speyside) 750 ml Highland Park 12YO (Island) 750 ml Henry of Pelham Cuvee Catharine Brut Rose VQA 750 ml Dalwhinnie 15YO (Highland) 750 ml Sandbanks Love Cassis Aperitivo (fruit wine) 750 ml Bowmore 12YO (Islay) 750 ml Tequila Rose Strawberry Cream Liqueur 750 ml Latin Lover Passionately Red 750 ml Colby Red Blend 750 ml Stolichnaya Salted Karamel Vodka 750 ml Dillon's Rose Gin 375 ml Double Chocolate Vodka 375 ml French Kiss Liqueur 750 ml Laura Secord Chocolate Liqueur 750 ml Veuve Clicquot Brut Champagne 750 ml Bottega Vino Dei Poeti Prosecco DOC 750 ml 54 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

57 Gifting - Lunar New Year Cello Wrap Program Overview In celebration of the Lunar New Year on February 19 th, these stores will be shipped cello wrap and signage to support this initiative. Once Valentine s Day is over these stores are to remove the Wrapped with Love Category Sign and replace with the Happy Lunar New Year sign. At no additional cost to our customers, a Single Bottle Cello Wrap option will be provided. These select stores are to merchandise pre-wrapped product on the Gifting Promo End. Stores will receive a kit that will include the following components: 50 Clear Cello Bags 8 1/4 x pre cut red Ribbon Pieces (34 in length) 50 gift tags 1 memo The Lunar New Year Pre Wrap Cello Gift Kit is not available for re order. Participating Stores 390, 444, 546, 580, 584, 590, 629 Participating Products LCBO# Description Format Calvet Saint Emilion 750 ml Charm Soju Liquor 360 ml Chum Churum Cool Soju 360 ml Chamisul Fresh Soju 360 ml Tsingtao Beer 6 x 330 ml Jinro 24 Soju 750 ml Esoju 360 ml Wolf Blass Grey Label Shiraz 750 ml Tsingtao Beer 330 ml Marketing & Product Guide 55

58 Gifting - Lunar New Year Cello Wrap Program Merchandising Instructions The pre Wrapped Cello bottles are to be merchandised on the Gifting Promo Ends. Stores should continue to merchandise the Valentine s Day Fabric Bottle Bag along side the Lunar New Year Cello Wrapped bottles. In Store Signage Description Category Sign Happy Lunar New Year Gift Tag Image Additional signs are not available for re-ordering. 56 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

59 Seasonal & New Product Fixture Program Participating Stores Participating stores are grouped based on the Seasonal & New Product Fixture size. Each store has been allocated a specific set of merchandising instructions and is required to follow the Planoguide merchandising instructions. NOTE: All stores on the Seasonal & New Product Fixture Program will NOT receive the new listings, as the force list doesn t necessarily go to those stores. 1, 4, 5, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 33, 35, 36, 38, 40, 41, 44, 49, 50, 51, 55, 57, 62, 63, 64, 65, 70, 74, 82, 82, 83, 93, 95, 97, 102, 106, 115, 125, 130, 132, 144, 145, 148, 149, 153, 154, 156, 156, 164, 168, 171, 185, 187, 191, 195, 198, 200, 207, 209, 211, 211, 212, 217, 221, 226, 228, 229, 233, 234, 237, 243, 244, 250, 252, 253, 260, 263, 265, 269, 270, 276, 278, 279, 286, 288, 295, 298, 300, 325, 326, 329, 334, 340, 341, 344, 346, 351, 353, 355, 359, 360, 361, 367, 368, 371, 373, 378, 381, 383, 384, 385, 386, 387, 388, 390, 391, 392, 393, 394, 397, 398, 401, 404, 407, 412, 416, 417, 420, 425, 427, 428, 431, 432, 437, 438, 443, 445, 449, 452, 456, 457, 459, 465, 469, 470, 474, 477, 481, 483, 490, 491, 494, 495, 497, 499, 505, 509, 511, 516, 522, 523, 526, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 550, 551, 553, 554, 555, 556, 559, 564, 566, 569, 573, 575, 579, 580, 587, 590, 593, 601, 605, 609, 614, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 641, 642, 644, 645, 649, 677, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771, 776

60 Seasonal & New Product Fixture Overview To keep this program fresh and engaging to our customers, a new set of signage with new colours was shipped to stores by the start of PT11. Please merchandise new and seasonal products on this fixture as suggested by theme and corresponding signage. Any seasonal gifts should be placed on the bottom shelf and signed with the HOSTESS GIFTS box sign. Key Dates Install Date: Immediately Take down Date: The end of PT13 (April 5, 2015) Signs and Re-order Information 1. Recent Arrivals Category Sign Re-order# GFT092 use the blue fixture sign with RECENT ARRIVALS. 2. On Shelf Box Signs Re-order#: GFT091 Please use the box signs as required to merchandise products for each specific theme. 58 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

61 Special Promotions Fixtures Re-order #BAM001 (Bilingual) Participating Stores Re-order #BAM002 (Bilingual) Re-order # Re-order # , 17, 21, 22, 23, 31, 34, 35, 38, 41, 44, 51, 55, 65, 74, 82, 102, 106, 115, 130, 132, 145, 148, 149, 156, 164, 168, 171, 185, 187, 191, 195, 198, 211, 212, 221, 226, 228, 233, 243, 250, 252, 253, 263, 279, 288, 298, 300, 325, 326, 329, 334, 344, 346, 351, 355, 359, 360, 361, 367, 378, 381, 383, 390, 391, 392, 393, 394, 397, 398, 401, 407, 412, 416, 427, 428, 437, 438, 443, 445, 452, 457, 459, 470, 481, 490, 491, 497, 500, 511, 522, 523, 528, 536, 542, 544, 545, 546, 551, 554, 555, 566, 569, 575, 579, 580, 584, 587, 590, 601, 605, 609, 617, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 640, 641, 643, 649, 652, 694, 698, 699, 700, 702, 703, 706, 741

62 Special Promotions Fixtures Fixture #1 Bonus AIR MILES Reward Miles Select any products with a Bonus AIR MILES Reward Miles offer (selection is at the Store Manager s discretion). Install the regular Bin Tags in the Bin Tag channel and AIR MILES Shelf Talkers on the fixture to communicate the offers. Components Description Re-order # Poster 22 x 39 ½ (English over Bilingual) Drum Sign 48 x 6 ⅜ (English over Bilingual) Roll of blue bin ticket strip (REUSE EXISTING BLUE STRIP) Fixture #2 Shari s Pick Key Dates: Install: February 1, 2015 Take down: March 1, 2015 Participating Products Components: Description Re-order # Special Promotions Fixture: Poster 22 x 39 ½ Special Promotions Fixture: Drum Sign 48 x 6 ⅜ BAM001 BAM002 BAM003 Merchandising Instructions Install the New! New! New! poster and New Discoveries drum sign. At Store Manager s discretion, order and display new products from PT10 - PT12 to maintain a full display throughout the promotion. 60 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

63 Social Responsibility In-store Signage Participating Stores ALL STORES Check 25 (25 or Younger) Program Rear Cash Register Sign Window Showcard Metal Floor Stand Sign Tent Card Perpendicular Shelf Talker (3 x 3 ) Second-party Purchase Program Perpendicular Shelf Talker (3 x 6 ) Both Programs Front End Merchandiser Sign Poster POS Screen PA Announcement Please note that the signage has been redesigned in accordance with the new brand standards. Although similar in appearance it has a new font and colour. All stores must remove and recycle all old Check 25 and Second-party Purchase Program signage. Please see below for merchandising instructions.

64 Social Responsibility In-store Signage DO NOT remove until further notice Overview Check 25 (25 or Younger) Program The Check 25 (25 or Younger) Program requests that customers who are under the age of 25, or appear to be, to have their valid I.D. ready to be checked. The aim is to build further awareness among our customers, encourage individuals to be proactive and have their I.D. ready if they are under 25, and to help LCBO staff ensure that alcohol is not sold to minors. Second-Party Purchase Preventing sales to minors and those who intoxicated is a year-round responsibility that we take very seriously. When staff has reasonable grounds to believe someone is buying for a minor, the Liquor Licence Act gives them the right and responsibility to refuse the sale. The Did you know in-store signage program informs customers about this policy and reinforces our commitment to responsible service. Signage Components and Merchandising Instructions Please ensure that all signage components are replaced when they start peeling, begin to fade or look worn out. Check 25 (25 or Younger) program 1. Rear Cash Register Sign (Bilingual) Affix the four Velcro dots on the back of the sign, in each corner, and on the back of each cash monitor. Please ensure the creative is facing customers. NOTE: The following stores as well as all new stores will not receive this signage component as it will not fit on the back of the new cash monitors (4, 144, 351, 378, 465, 532, 551, 580, 587, 600, 609, 627, 644). Re-order # DMS-SR Window Show Card (Bilingual) This sign was shipped to store with three or more window show card fixtures. Install the sign on every third version as part of the rotation with the current promotion turn s show cards. Do not discard or replace this show card at the end of the promotional turn; it is to stay installed until further notice. Re-order # DMS-SR Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

65 Social Responsibility In-store Signage DO NOT remove until further notice Check 25 (25 or Younger) program 3. Metal Floor Stand Sign (English/French) Place metal stand with the 25 or Younger sign in a prominent location near the entrance of the store (but not in the vestibule as that s where the parking lot sign is sometimes displayed) or at the front of the cash where you might see the hero display. The stand should not go behind the cash, but rather in front of the cash as customers approach to check out. Re-order #DMS-SR Tent Card (Bilingual) Display the tent card on the Tasting Bar and/or in the special events kitchen for all in-store tastings and events. Re-order # DMS-SR Perpendicular Shelf Talker 3 x 3 (English/French) At Store Manager s discretion, display the Perpendicular Shelf Talker in sections where customers 25 years of age and younger most frequently shop. Each kit contains 20 pieces. Clips can be ordered through Central Supply # Re-order # DMS-SR Second-Party Purchase Program 1. Perpendicular Shelf Talker 3 x 6 (English/French) At Store Manager s discretion, display the perpendicular shelf talker in-section. Each kit contains 10 pieces. Clips can be ordered through Central Supply # Re-order # DMS-SR Marketing & Product Guide 63

66 Social Responsibility In-store Signage DO NOT remove until further notice Signs for both programs 1. Front End Merchandiser Sign (Bilingual) This sign is to be alternated between both the 25 and Younger and Second-party Purchase program on all front-end merchandisers. Affix the Velcro dots on the sign, on the bottom corners, and on the wall of the front-end merchandiser fixture. 2. Poster (English/French) At Store Manager s discretion, display both posters on the Community Board or within the customers line of vision as they approach the cash counter. 3. POS Screen (Bilingual) Check 25 Re-order # DMS-SR Check 25 Program Re-order # DMS-SR Second-party Purchase Program Re-order #DMS-SR Second-party Purchase Re-order #DMS-SR POS screens displaying the Check 25 Program as well as the Second-party Purchase Program message are included as part of the existing rotation. 4. PA Announcements (Bilingual) The in-store music includes a Check 25 Program PA announcement as well as a Second-party Purchase Program announcement. The announcements rotate every 15 minutes, in English and French, between music. NEW: 2015 Provincial Donation Box Program Through our provincial Donation Box Program, the LCBO is helping to improve the lives of countless Ontarians in the communities where we work and live. For P12, our featured charities on the Donation Box program are: The Hearing Foundation of Canada and Parkinson Society Canada. 64 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

67 Exterior Springer Signs Participating Stores - ALL STORES

68 Exterior Springer Signs Key Dates Giving Back Thank You Install: February 1, 2015 Take down: March 1, 2015 Components & Re-ordering Giving Back Thank You Exterior Springer Sign (English/French) Re-order #: Merchandising Instructions IMPORTANT: Please keep the Check 25 sign at a safe place and re-use it in Period 13 Remove the Check 25 Sign and install the Giving Back Thank You sign. Please ensure the sign placement does not pose a potential health and safety risk. Please do not display the signs outside when there are strong winds. The may tip over and cause injury. 66 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

69 Shopping Cart Signs The inside of the shopping cart should always feature the Sold Supplier Program and the outside is always reserved for Social Responsibility messaging. The Social Responsibility sign is bilingual. The supplier sign is English only. Signs are to be installed by the start of the promotion. Participation is mandatory for the following designated stores. Participating Stores 1, 4, 5, 10, 15, 17, 21, 22, 23, 24, 26, 31, 33, 34, 35, 36, 38, 39, 41, 44, 45, 48, 49, 51, 55, 57, 58, 59, 61, 62, 64, 65, 70, 71, 74, 77, 79, 80, 82, 83, 84, 93, 95, 101, 102, 106, 115, 125, 130, 132, 140, 144, 145, 148, 154, 156, 163, 164, 166, 167, 168, 171, 179, 185, 187, 190, 191, 195, 198, 200, 207, 209, 210, 211, 212, 214, 216, 217, 218, 221, 226, 228, 229, 233, 234, 237, 243, 244, 250, 252, 253, 260, 263, 265, 267, 270, 276, 279, 286, 287, 288, 300, 310, 311, 312, 325, 326, 329, 340, 344, 345, 346, 351, 353, 355, 359, 360, 361, 365, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 399, 401, 402, 407, 412, 416, 417, 420, 428, 432, 437, 438, 443, 444, 445, 446, 449, 454, 456, 459, 465, 467, 474, 477, 481, 486, 490, 491, 494, 495, 497, 499, 500, 502, 507, 509, 511, 518, 521, 522, 523, 534, 536, 540, 542, 544, 546, 549, 550, 551, 554, 555, 556, 559, 566, 569, 572, 573, 575, 579, 580, 587, 590, 593, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 633, 632, 634, 635, 640, 641, 643, 644, 645, 652, 694, 695, 698, 699, 702, 703, 706, 741, 771, 776

70 Shopping Cart Signs Thematic Sign (Sold to the Trade) Participating Product: # Trapiche Extravaganza Red Blend 750 ml Re-order DMS Key Dates Install: February 1, 2015 Take down: March 1, 2015 Social Responsibility Sign (Giving Back in Our Community) Check 25 Shopping Cart Signs Re-order DMS Key Dates Install: January 4, 2015 Take down: Keep until further notice. Merchandising Instructions Thematic Sign Re-order# DMS Shopping Cart Sign Re-order# DMS Remove the Period 11 Granville English Bay signs and replace with the Period 12 Trapiche Extravaganza Red Blend sign on the inside of the frames of the cart. Please keep the Check 25 Shopping Cart Signs in the frames on the outside of the Shopping Carts until further notice. 68 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

71 Wine Fridge Participating Stores This is a Sold Program and participation is mandatory. Participating products have paid for premium shelf positioning. Stores must bring in participating products for display in the wine fridge. Group A Stores 1, 5, 6, 10, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 242, 243, 248, 253, 265, 269, 279, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 388, 390, 393, 394, 398, 404, 412, 428, 431, 432, 434, 437, 438, 443, 445, 452, 453, 457, 470, 486, 494, 497, 499, 500, 505, 511, 528, 534, 536, 542, 545, 555, 556, 566, 568, 569, 572, 573, 587, 590, 614, 619, 623, 624, 627, 629, 630, 631, 632, 641, 697, 698, 702, 741, 771, 776 Group B Stores 14, 22, 23, 24, 26, 27, 33, 34, 35, 41, 43, 44, 45, 50, 51, 52, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 74, 77, 79, 80, 81, 82, 86, 87, 93, 95, 97, 101, 102, 106, 110, 124, 125, 130, 132, 144, 145, 152, 154, 155, 168, 175, 179, 183, 187, 188, 190, 191, 192, 194, 197, 200, 201, 202, 205, 209, 210, 211, 213, 216, 218, 219, 221, 222, 225, 229, 233, 234, 237, 244, 249, 252, 255, 263, 266, 268, 270, 278, 287, 297, 300, 302, 310, 312, 313, 321, 325, 340, 341, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 386, 387, 391, 392, 395, 397, 399, 400, 402, 406, 407, 415, 416, 417, 420, 427, 436, 456, 458, 459, 465, 484, 485, 490, 491, 495, 501, 502, 518, 521, 522, 526, 532, 533, 540, 544, 546, 549, 550, 553, 554, 559, 564, 575, 579, 580, 582, 584, 586, 593, 599, 601, 602, 605, 616, 617, 618, 626, 633, 634, 635, 637, 638, 642, 643, 644, 649, 652, 694, 695, 699, 700 Group C Stores 2, 3, 4, 7, 9, 11, 12, 13, 17, 32, 39, 49, 73, 85, 94, 96, 99, 103, 105, 109, 112, 119, 137, 153, 157, 160, 161, 167, 181, 186, 193, 199, 223, 224, 230, 231, 238, 239, 251, 254, 259, 261, 264, 273, 275, 281, 284, 286, 289, 299, 305, 306, 314, 316, 318, 324, 327, 333, 335, 345, 349, 354, 366, 370, 372, 374, 380, 403, 418, 419, 423, 430, 435, 454, 461, 473, 481, 496, 504, 509, 517, 537, 552, 562, 578, 581, 596, 598, 609, 640, 645, 677, 703, 706 Group D Stores 28, 29, 30, 42, 46, 47, 48, 53, 54, 56, 69, 78, 84, 88, 90, 91, 98, 107, 113, 116, 123, 128, 136, 139, 141, 158, 165, 166, 169, 174, 178, 196, 208, 220, 227, 232, 246, 247, 250, 258, 260, 276, 293, 294, 296, 298, 301, 320, 323, 330, 331, 363, 364, 365, 369, 383, 389, 408, 411, 414, 425, 426, 429, 446, 448, 449, 450, 455, 462, 467, 468, 469, 471, 477, 482, 483, 492, 510, 516, 519, 523, 527, 529, 530, 538, 539, 547, 551, 561, 589, 594, 612, 639, 650

72 Wine Fridge Turn 3 - (PT12-PT2) Overview The Wine Fridge Sold Space program was initiated in, 2012 to support the business plan for Wines and grow wine sales. We are pleased to report that the program is delivering amazing results. The average sales lift has been 25% and the demand for more opportunities to participate is growing. We would like to commend the retail team for the excellent execution of this program. Program Highlights & Implementation Stores participating in this program have been divided into (4) groups based on sales and available wine fridge fixtures. The selection will change 3 times in the year. Participating products that have paid for the program must be showcased in the fridge with premium shelf positioning. Please refer to your appropriate planogram for product placement. Participating products that are on the SAVE (formerly LTO) or BAM programs must also have signage in the fridge and Available Chilled signage on shelf in front of the featured brands. Participating SKUs not currently listed in a store s assortment will be PROMO FORCED for the duration of the Turn. These SKUs will be automatically removed at the end of the turn. The 1-in/1-out rule does not apply for these products. If a store elects to place these SKUs into listed status before, during, or after a promotion, then the 1-in/1-out rule will apply in order to maintain sku target. NOTE: Turn 3 of the Wine Fridge program runs from February 1, 2015 to May 24, For product and Planoguide questions please call: Courtney Dawson Product Manager New World Wines Astrid Brummer Product Manager Ontario Wines Bobby Panchu Product Manager European Wines Promotional Turn 12 South of the Equator.

73 Wine Fridge Turn 3 - (PT12-PT2) Group A Stores 1, 5, 6, 10, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 242, 243, 248, 253, 265, 269, 279, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 388, 390, 393, 394, 398, 404, 412, 428, 431, 432, 434, 437, 438, 443, 445, 452, 453, 457, 470, 486, 494, 497, 499, 500, 505, 511, 528, 534, 536, 542, 545, 555, 556, 566, 568, 569, 572, 573, 587, 590, 614, 619, 623, 624, 627, 629, 630, 631, 632, 641, 697, 698, 702, 741, 771, 776 Participating Products LCBO# Description Size ml Varietal > (V)Vintage Reserve Brut (Veuve Clicquot) 750 Champagne Veuve Clicquot Brut Champagne 750 Champagne Konzelmann Chardonnay VQA 750 Chardonnay Vintage Ink Chardonnay Rite of Passage VQA 750 Chardonnay Laroche Chablis Saint Martin 750 Chardonnay Ghost Pines Chardonnay Winemaker's Blend 750 Chardonnay > Chardonnay Vintners RSV (Jackson Wine Est) 750 Chardonnay Robert Mondavi Private Selection Chardonnay 750 Chardonnay > (V)Toasted Head Chard (Rh Phillip) 750 Chardonnay > Chardonnay Unoaked Marlborough Kcrawford (Constel) 750 Chardonnay Winzer Krems Gruner Veltliner Gruner Veltliner Barefoot Moscato 750 Moscato Danzante Pinot Grigio Delle Venezie IGT 750 Pinot Grigio Eastdell Pinot Grigio VQA 750 Pinot Grigio Yellow Tail Pinot Grigio 750 Pinot Grigio Fuzion Alta Torrontes Pinot Grigio 750 Pinot Grigio Mezzacorona Pinot Grigio Trentino 750 Pinot Grigio Ruffino Lumina Pinot Grigio IGT 750 Pinot Grigio Cave Spring Riesling VQA 750 Riesling Santa Rita 120 Sauvignon Blanc 750 Sauvignon Blanc Peninsula Ridge Sauvignon Blanc VQA 750 Sauvignon Blanc Silver Point Sauvignon Blanc 750 Sauvignon Blanc Amaral Sauvignon Blanc 750 Sauvignon Blanc Cupcake Sauvignon Blanc 750 Sauvignon Blanc Creekside Sauvignon Blanc VQA 750 Sauvignon Blanc Mike Weir Sauvignon Blanc VQA 750 Sauvignon Blanc Freixenet Carta Nevada Brut Cava 750 Sparkling > Prosecco Di Valdobbiadene Brut (S. Margherit) 750 Sparkling Bottega Vino Dei Poeti Prosecco DOC 750 Sparkling Chateau De Montgueret Cremant De Loire Brut 750 Sparkling Rose Laroche Viognier De La Chevaliere 750 Viognier Bear Flag Soft White Blend 750 White Blend Open Smooth White VQA 750 White Blend Marketing & Product Guide 71

74 Wine Fridge Turn 3 - (PT12-PT2) Group B Stores 14, 22, 23, 24, 26, 27, 33, 34, 35, 41, 43, 44, 45, 50, 51, 52, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 74, 77, 79, 80, 81, 82, 86, 87, 93, 95, 97, 101, 102, 106, 110, 124, 125, 130, 132, 144, 145, 152, 154, 155, 168, 175, 179, 183, 187, 188, 190, 191, 192, 194, 197, 200, 201, 202, 205, 209, 210, 211, 213, 216, 218, 219, 221, 222, 225, 229, 233, 234, 237, 244, 249, 252, 255, 263, 266, 268, 270, 278, 287, 297, 300, 302, 310, 312, 313, 321, 325, 340, 341, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 386, 387, 391, 392, 395, 397, 399, 400, 402, 406, 407, 415, 416, 417, 420, 427, 436, 456, 458, 459, 465, 484, 485, 490, 491, 495, 501, 502, 518, 521, 522, 526, 532, 533, 540, 544, 546, 549, 550, 553, 554, 559, 564, 575, 579, 580, 582, 584, 586, 593, 599, 601, 602, 605, 616, 617, 618, 626, 633, 634, 635, 637, 638, 642, 643, 644, 649, 652, 694, 695, 699, 700 Participating Products LCBO# Description Size ml Varietal 26 Mike Weir Chardonnay VQA 750 Chardonnay Robert Mondavi Woodbridge Chardonnay 750 Chardonnay Jacob's Creek Chardonnay 750 Chardonnay Santa Carolina Chardonnay 1500 Chardonnay Eastdell Unoaked Chardonnay VQA 750 Chardonnay Yellow Tail Chardonnay 750 Chardonnay Castello Del Poggio Moscato Frizzante 750 Moscato Cavit Collection Moscato Pavia IGT 750 Moscato Citra Pinot Grigio Terre di Chieti 750 Pinot Grigio Barefoot Pinot Grigio 750 Pinot Grigio Montalto Pinot Grigio IGT Sicily 750 Pinot Grigio Gabbiano Pinot Grigio 750 Pinot Grigio Cavit Collection Pinot Grigio Delle Venez IGT 750 Pinot Grigio Beringer California Collection Pinot Grigio 750 Pinot Grigio Folonari Pinot Grigio Delle Venezie 750 Pinot Grigio French Cross Pinot Grigio Bag In Box 4000 Pinot Grigio > (V) Pinot Grigio Bollini (Empson) 750 Pinot Grigio Wayne Gretzky Riesling VQA 750 Riesling Cave Spring Riesling VQA 750 Riesling Skinnygrape Rose 750 Rose Lindemans Bin 95 Sauvignon Blanc 750 Sauvignon Blanc Casillero Del Diablo Reserva Sauvignon Blanc 750 Sauvignon Blanc Folonari Soave 750 Soave Il Prosecco 750 Sparkling Henkell Rose 750 Sparkling Rose French Cross Dry White Crtn 1000 White Blend Big House White 750 White Blend Ruffino Orvieto Classico 1500 White Blend The Underdog Wine White VQA 750 White Blend Menage A Trois White 750 White Blend Bodacious Smooth White 750 White Blend Bacalhoa JP Azeitao Branco, Setubal 750 White Blend Vinyasa White VQA 750 White Blend 72 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

75 Wine Fridge Turn 3 - (PT12 - PT2) Group C Stores 2, 3, 4, 7, 9, 11, 12, 13, 17, 32, 39, 49, 73, 85, 94, 96, 99, 103, 105, 109, 112, 119, 137, 153, 157, 160, 161, 167, 181, 186, 193, 199, 223, 224, 230, 231, 238, 239, 251, 254, 259, 261, 264, 273, 275, 281, 284, 286, 289, 299, 305, 306, 314, 316, 318, 324, 327, 333, 335, 345, 349, 354, 366, 370, 372, 374, 380, 403, 418, 419, 423, 430, 435, 454, 461, 473, 481, 496, 504, 509, 517, 537, 552, 562, 578, 581, 596, 598, 609, 640, 645, 677, 703, 706 Participating Products LCBO# Description Size ml Varietal Naked Grape Chardonnay Bag In Box 3000 Chardonnay Wild Vines Strawberry White Zinfandel 750 Flavoured Wine Bartenura Moscato- KPM IGT 750 Moscato Adobe Reserva Sauvignon Blanc Organic 750 Sauvignon Blanc Jackson-Triggs Sauvignon Blanc Bag In Box 4000 Sauvignon Blanc Carlo Rossi California White 3000 White Blend Black Tower Rivaner 750 White Blend Group D Stores 28, 29, 30, 42, 46, 47, 48, 53, 54, 56, 69, 78, 84, 88, 90, 91, 98, 107, 113, 116, 123, 128, 136, 139, 141, 158, 165, 166, 169, 174, 178, 196, 208, 220, 227, 232, 246, 247, 250, 258, 260, 276, 293, 294, 296, 298, 301, 320, 323, 330, 331, 363, 364, 365, 369, 383, 389, 408, 411, 414, 425, 426, 429, 446, 448, 449, 450, 455, 462, 467, 468, 469, 471, 477, 482, 483, 492, 510, 516, 519, 523, 527, 529, 530, 538, 539, 547, 551, 561, 589, 594, 612, 639, 650 Participating Products LCBO# Description Size ml Varietal Argento Chardonnay 750 Chardonnay 8094 Deinhard Green Label Riesling 750 Riesling Gallo Family Vineyards White Zinfandel 1500 Rose Monkey Bay Sauvignon Blanc 750 Sauvignon Blanc Spumante Bambino Peach 750 Sparkling Cavas Hill 1887 Brut 750 Sparkling Alianca Vinho Verde 750 Vinho Verde Marketing & Product Guide 73

76 Wine Fridge Turn 3 - (PT12 -PT2) Discretionary Space The balance of the wine fridge space can be used at the store s discretion. We recommend you merchandise wines from the following product categories in the discretionary space and group these products together based on product category. Champagne Sparkling Wines Ontario Wines Ontario Wines Superstars (White or Rosé) Vintages Superstar (White or Rosé) Vintages Release Ontario VQA Rosés Wines Rosé Wines Premium White Wines D stores are not part of the paid program. However, it is recommended that they merchandise the paid products in the wine fridge as well, as space permits. Stores that support the Ontario Wines and Vintages Wines Superstar programs are suggested to merchandise their white or rosé Superstar selections in their fridge space. Vintages stores are suggested to dedicate one discretionary spot to showcase a Vintages release VQA rosé. Signage Components & Merchandising Instructions For complete details to the Wine Fridge Sold Space Program, refer to the Wine Fridge Sold Space Program guide and/or on the LCBO Portal under Sales, Marketing & Insights home in the side bar menu titled SMi Program Updates. Re-Ordering Hot Buttons (Re-order# DMS ) In-section Available Chilled Hot Button The Available Chilled hot buttons are to be displayed in-section in front of the participating products in their regular shelf location. Wine Fridge Sold Space In-Section Hot Button Available Chilled! English/French (1 version: 22 pieces/bundle) Bilingual Re-Order# DMS Wine Fridge Hot Buttons The Wine Fridge Hot Buttons are to be displayed in front of the participating products in the wine fridge. Wine Fridge Sold Space In-Section Hot Button Available Chilled! English/French (1 version: 22 pieces/bundle) Bilingual Re-Order# DMS Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

77 Ontario Wine Programs Installing 1 ¾ Bin Channel VQA/OWC Our Wine Country Ontario Superstars Popular Pick Our Wine Country FSI VQA Staff Picks Backer Card Ontario Customer Favourite Shelf Talker VQA Staff Tasting Program

78 Installing 1¾ Bin Channel VQA/OWC Fixture Participating Stores 4, 17, 33, 40, 41, 49, 55, 65, 74, 82, 93, 130, 144, 156, 164, 207, 211, 221, 228, 229, 233, 234, 250, 263, 276, 278, 279, 286, 341, 351, 384, 391, 392, 417, 420, 437, 443, 449, 474, 477, 481, 483, 486, 497, 500, 509, 516, 522, 526, 532, 550, 551, 554, 556, 563, 564, 580, 587, 593, 609, 624, 627, 633, 640, 644, 645, 649, 652, 677, 694, 695, 699, 706, 741 Overview In 2014, along with the improved signage, 1¾ plastic bin channels were introduced to all LCBO stores. This retro-fitted plastic channel was designed to be installed over existing displays. However, due to size differences, the new channel cannot be properly fitted over the VQA/Our Wine Country Fixture that has a 2 channel. Merchandising Instructions Below is a step-by-step instruction on how to install the 1¾ plastic channel on a VQA/Our Wine Country Fixture with 2 wooden channel. 1. Trim an 1¾ plastic channel into desired length. 2. Lay channel flat on a scratch-resistant surface (e.g. cart). 3. Use cutting knife to cut and remove the short plastic flap on the backside of the channel. 76 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

79 Installing 1¾ Bin Channel VQA/OWC Fixture Merchandising Instructions (continued) 4. Discard the short plastic flap. 5. Insert signage (6.5 x 1.75 ; please print Bin Tags in-store if needed) into channel. 6. Adhere either double-sided tape or Velcro stripe to the back of channel and install it onto shelf channel Please contact your store s Construction Coordinator if additional plastic channels are needed. Marketing & Product Guide 77

80 Our Wine Country Ontario Superstars Program Overview The Ontario Wine Superstars program was updated to have a new brand and new look. The program remains the same, however the signage design has changed. This is a sold space program and participation is mandatory. The Our Wine Country Ontario Superstars Program is updated every promotional period. Each turn, two high volume Ontario VQA products are featured. Stores must order products required (minimum of three cases per SKU). Key Dates Install: February 1, 2015 Take down: March 1, 2015 Participating Products LCBO# Description GROUP 1: Cut Case Displays Participating Stores Size Crush Midnight Cabernet VQA 750 ml Château Des Charmes Barrel Fermented Chardonnay VQA 750 ml 1, 3, 5, 6, 8, 10, 11, 12, 13, 14, 15, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 31, 34, 35, 36, 37, 38, 39, 43, 44, 45, 47, 50, 54, 56, 57, 58, 59, 60, 61, 62, 63, 64, 68, 72, 73, 77, 79, 80, 83, 85, 86, 90, 95, 97, 101, 102, 103, 106, 124, 125, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 160, 163, 165, 167, 168, 171, 175, 179, 182, 183, 185, 186, 187, 188, 190, 191, 192, 195, 196, 198, 199, 200, 201, 202, 203, 209, 210, 212, 214, 216, 217, 218, 226, 227, 237, 238, 242, 243, 244, 246, 248, 249, 253, 255, 265, 268, 269, 270, 278, 287, 288, 289, 295, 298, 300, 306, 311, 312, 313, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 354, 355, 359, 360, 361, 362, 366, 367, 371, 373, 374, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 393, 394, 397, 398, 400, 402, 404, 406, 407, 408, 411, 412, 415, 416, 419, 425, 426, 427, 428, 429, 431, 432, 434, 438, 444, 445, 446, 450, 452, 453, 456, 457, 458, 459, 461, 465, 467, 469, 470, 485, 491, 494, 495, 499, 501, 502, 505, 511, 518, 521, 523, 528, 533, 534, 536, 537, 539, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 566, 568, 569, 572, 573, 575, 579, 584, 586, 589, 590, 601, 602, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 637, 638, 641, 642, 643, 698, 700, 702, 703, 771, 776 Merchandising Instructions Use selected product to build a cut case display next to VQA Cube Fixture. Install the pre-printed Cut Case Backer Cards onto the Cut Case display. Install pre-printed Pricer Cards into the front of the Cut Case display. Install pre-printed Shelf Talkers in-section in front of the participating products. 78 Promotional Turn 12 Eat. Drink. Explore. South of the Equator. Cut Case Display

81 Our Wine Country Ontario Superstars Re-ordering Our Wine Country Ontario Superstars Cut Case Display Kit: Cut Case Backer Cards x 2 Pricer Cards x 2 Shelf Talkers x 2 Re-order# Pricer Cards Shelf Talker GROUP 2: Shelf Talkers Only Participating Stores 2, 7, 9, 32, 48, 49, 51, 53, 71, 84, 139, 275, 309, 315, 320, 333, 358, 363, 365, 403, 410, 418, 420, 436, 512, 515, 526, 535, 538, 583, 598, 636, 639, 697 Merchandising Instructions Install pre-printed Shelf Talkers in-section in front of the participating products. Re-ordering Ontario Superstars: Pre-printed Shelf Talkers Re-Order# DMS Cut Case Backer #1 Cut Case Backer #2 Shelf Talker Marketing & Product Guide 79

82 Our Wine Country Ontario Superstars GROUP 3: VQA Gondola Fixture Key Dates VQA Gondola Fixture Install: February 1, 2015 Take down: March 1, 2015 Participating Stores 4, 17, 33, 40, 41, 49, 55, 65, 74, 82, 93, 130, 144, 156, 164, 207, 211, 221, 228, 229, 233, 234, 263, 276, 279, 286, 341, 351, 384, 391, 417, 437, 443, 449, 453, 474, 481, 483, 486, 509, 516, 526, 532, 551, 554, 556, 563, 564, 580, 587, 593, 609, 627, 633, 640, 644, 649, 677, 694, 695, 699, 706, 741 Merchandising Instructions 1. Stores that have ONE VQA Gondola Fixture, install the double bottle backer card on a single End Aisle display. 2. Stores that have TWO VQA Gondola Fixtures, install each wine Backer Cards on 2 separate End Aisle displays. 3. Merchandise each participating product on the top shelf of the VQA gondola fixture along with the pre-printed Shelf Talkers provided. Signage Components Ontario Superstars (x2): Our Wine Country Ontario Superstars/Double Bottle Backer Card (double-sided) Pre-printed Shelf Talkers Re-order# Single Bottle Backer Card Single Bottle Backer Card Double Bottle Backer Card 80 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

83 Popular Pick Overview This is a sold space program and participation is mandatory. Each turn one International Canadian Blend product is featured. Supported by a LTO or BAM offer. Stores must order the featured Popular Pick product (minimum of three cases). Key Dates Install: February 1, 2015 Take down: March 2, 2015 Participating Stores 16, 29, 30, 42, 46, 52, 66, 67, 69, 70, 75, 76, 78, 81, 82, 83, 87, 88, 89, 91, 92, 94, 96, 98, 99, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 126, 127, 128, 129, 131, 133, 134, 136, 137, 138, 141, 142, 146, 147, 151, 152, 157, 158, 159, 161, 162, 166, 169, 170, 172, 173, 174, 176, 178, 180, 181, 184, 189, 193, 194, 197, 204, 205, 208, 213, 219, 220, 222, 223, 224, 225, 230, 231, 232, 235, 236, 239, 240, 241, 245, 247, 251, 254, 256, 257, 258, 259, 260, 261, 262, 264, 266, 267, 270, 271, 272, 273, 274, 276, 277, 280, 281, 282, 283, 284, 285, 290, 291, 292, 293, 294, 296, 297, 299, 301, 302, 303, 304, 305, 307, 308, 310, 314, 316, 317, 318, 319, 322, 323, 327, 328, 330, 331, 332, 335, 336, 337, 338, 339, 347, 348, 349, 350, 352, 355, 364, 368, 369, 370, 372, 375, 377, 379, 380, 395, 399, 405, 409, 413, 414, 421, 422, 423, 430, 433, 435, 439, 440, 441, 442, 447, 448, 449, 451, 454, 455, 460, 462, 463, 464, 466, 468, 471, 472, 473, 474, 475, 476, 478, 479, 480, 482, 484, 487, 488, 489, 492, 493, 496, 504, 506, 507, 510, 514, 516, 517, 519, 520, 524, 527, 529, 530, 531, 541, 543, 547, 548, 550, 557, 558, 560, 561, 562, 565, 567, 570, 574, 576, 577, 578, 581, 582, 588, 591, 594, 595, 596, 597, 599, 603, 604, 606, 607, 610, 612, 613, 615, 622, 626, 631, 700 Merchandising Instructions 1. Install the Cut Case Backer Card and merchandise display near the front of store, next to VQA Cube Fixture. Participating Product LCBO# Description French Cross Cabernet Sauvignon Bag In Box Format 4000 ml Components and Re-ordering Popular Pick: Cut Case Backer Card Ontario Wine Superstars: pre-printed Shelf Talkers x 2 Re-order# Cut Case Backer Card 2. Merchandise the Ontario Wine Superstars participating products in-section with the pre -printed shelf talkers provided. Shelf Talkers Marketing & Product Guide 81

84 Our Wine Country Group 1: VQA Cube Fixture Our Wine Country FSI The Valentine s Day Our Wine Country FSI will circulate 300,000 copies on February 12 th in 10 community papers; Globe and Mail, National Post, Toronto Star, Kitchener Waterloo Record, Kingston Whig Standard, London Free Press, Ottawa Citizen, Hamilton Spectator, Barrie Examiner, St. Catherine Standard. The next golocal FSI will be released in Period 1. OWC FSI Participating Stores 1, 2, 3, 5, 6, 7, 8, 10, 13, 14, 15, 16, 19, 20, 21, 22, 23, 25, 26, 27, 31, 32, 34, 35, 36, 37, 38, 39, 43, 44, 45, 46, 47, 50, 53, 57, 58, 59, 60, 61, 62, 63, 64, 68, 70, 72, 73, 77, 83, 84, 86, 90, 95, 97, 99, 102, 106, 110, 125, 132, 140, 141, 143, 145, 148, 149, 153, 154, 155, 163, 167, 168, 171, 175, 179, 182, 183, 185, 187, 188, 191, 194, 195, 196, 198, 199, 200, 201, 202, 209, 210, 212, 214, 216, 217, 218, 226, 227, 237, 238, 242, 243, 244, 246, 248, 249, 253, 255, 260, 265, 266, 268, 269, 270, 287, 288, 295, 297, 298, 300, 310, 311, 312, 313, 320, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 355, 358, 359, 360, 361, 366, 367, 368, 371, 372, 373, 378, 381, 382, 383, 385, 386, 387, 388, 390, 393, 394, 397, 398, 400, 402, 404, 406, 407, 408, 411, 412, 416, 425, 427, 428, 431, 432, 434, 438, 444, 445, 452, 454, 456, 457, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 505, 511, 518, 521, 523, 528, 533, 534, 536, 539, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 589, 590, 601, 602, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 650, 698, 700, 702, 703, 771, 776 Program Overview This is a sold space program and participation is mandatory. Features five Ontario VQA products. Stores must order the products required (minimum of one case per SKU) Key Dates Install: February 1, 2015 Take down: March 28, 2015 Cube Fixture 82 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

85 Our Wine Country Group 1: VQA Cube Fixture Participating Products LCBO# Product Size Peninsula Ridge Cabernet Merlot VQA 750 ml Vintage Ink Mark of Passion Merlot Cabernet VQA 750 ml Creekside Sauvignon Blanc VQA 750 ml Malivoire Guilty Men Red VQA 750 ml Trius Red VQA 750 ml Signage Components Our Wine Country Cube Sign (Permanent Signage) 100% Ontario Category Sign x 2 (Permanent Signage) Our Wine Country pre-printed Shelf Talkers x 2 (Re-order DMS ) Only stores belonging to this group can order these signs Shelf Talker (Reorder# DMS ) Merchandising Instructions 100% Ontario Category Continue to merchandise the four participating products and pre-printed shelf talkers on the top shelf of the VQA Cube Fixture. Keep the Our Wine Country Cube Sign installed until further notice. Permanent Signage DO NOT RECYCLE Our Wine Country Cube Sign Keep the 100% Ontario Category Signs installed on either side of the Cube Sign until further notice Marketing & Product Guide 83

86 Our Wine Country Group 2: VQA Gondola Fixture Participating Stores 4, 17, 33, 41, 65, 74, 82, 93, 130, 144, 156, 164, 207, 211, 221, 228, 229, 233, 234, 250, 263, 278, 279, 286, 351, 417, 420, 437, 443, 453, 481, 483, 486, 500, 509, 550, 551, 554, 556, 563, 564, 580, 587, 593, 609, 627, 633, 640, 644, 649, 677, 694, 695, 699, 706, 741 Participating Products LCBO# Description Size Peninsula Ridge Cabernet Merlot VQA 750 ml Vintage Ink Mark of Passion Merlot Cabernet VQA 750 ml Creekside Sauvignon Blanc VQA 750 ml Malivoire Guilty Men Red VQA 750 ml Trius Red VQA 750 ml Signage Components Our Wine Country Backer Card (Permanent Signage) Our Wine Country pre-printed Shelf Talkers x 5 (Re-order DMS ) Only stores belonging to this group can order these signs Merchandising Instructions 1. Keep the Our Wine Country Backer Card installed on the Free Standing Insert Gondola Fixture. 2. Continue to merchandise the four participating products on the top shelf of the VQA Gondola along with the pre printed Shelf Talkers. Our Wine Country FSI VQA Gondola Fixture Permanent Signage DO NOT RECYCLE Our Wine Country FSI Backer Card Shelf Talker (Re-order# DMS ) 84 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

87 Ontario Customer Favourite Shelf Talker Overview Research has identified that customers are influenced by recommendations, specifically from others who drink wine. The Ontario Customer Favourite shelf talker has been introduced to help them make a confident purchase in VQA Ontario wines. NOTE: This is a PERMANENT in-store Shelf Talker that MUST be merchandised until further notice. Component The Shelf Talkers were shipped to participating stores in Period 5. 3 x 3 Perpendicular Shelf Talker (English or Bilingual based on store) (Each participating store has received 2 sets of the Shelf Talkers with no overs for re-ordering) Perpendicular Shelf Clips Re-order# PSTC (10 clips/pkg) Merchandising Instructions Please install the perpendicular Ontario Customer Favourite Shelf Talker in front of the featured products using the appropriate plastic clip. Participating Products LCBO# Description Size Sandbanks Baco Noir VQA 750 ml Open Riesling-Gewürztraminer VQA 750 ml Pelee Island Pinot Noir VQA 750 ml Megalomaniac Homegrown Riesling VQA 750 ml Inniskillin Late Autumn Riesling VQA 750 ml Cave Spring Riesling VQA 750 ml Pelee Island Blanc de Blanc VQA 750 ml Pelee Island Pinot Grigio VQA 750 ml Pelee Island Cabernet Franc VQA 750 ml Pelee Island Baco Noir VQA 750 ml Peller Estates Family Series Chardonnay VQA 750 ml Marketing & Product Guide 85

88 VQA Staff Tasting Program - Crowd Pleasers Overview The new VQA Staff Tasting Program launched in P7. This initiative provides all store staff the opportunity to taste and endorse Ontario wines, helping us in our commitment to promoting the Ontario Wine Industry. For specific VQA TASTING SETUP instructions, see the following page. Participating Stores All Stores Key Dates Install Date: Upon tasting selections made Take down Date: March 1, 2015 Participating Products *Select only two products for tasting Merchandising Instructions: Install your TWO handwritten, endorsed My Ontario pick shelf talker in front of the endorsed product, on shelf during Period 12 only. This is a monthly program, so shelf talkers must be taken down and replaced each period. Component My Ontario Pick Shelf Talkers (English & French) English Version Re-order# DMS-MYPICK-010 French Version Re-order# DMS-MYPICK-011 Perpendicular Shelf Talker Clip Re-order# PSTC (10 clips/pkg) LCBO# Description Size Retail Pelee Island Pinot Grigio VQA 750 ml $ Sandbanks Estate Baco Noir VQA 750 ml $ Cave Spring Riesling VQA 750 ml $ Eastdell Black Cab VQA 750 ml $ Sprucewood Shores Riesling VQA 750 ml $ G. Marquis The Red Line Pinot Grigio VQA 750 ml $ Pelee Island Time Semi Sweet Merlot VQA 750 ml $ Trius Cabernet Sauvignon VQA 750 ml $ Red House Wine Co. Cabernet/Shiraz VQA 750 ml $ Open Sauvignon Blanc VQA 750 ml $ Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

89 VQA Staff Tasting Program Overview Every month, in conjunction with the Wine Council of Ontario, store staff are now going to have more opportunity to taste great VQA wines to share with. This enhances the program to give staff the confidence to endorse our great Ontario Wines. How it Works 1. At the beginning of the Promo Period a list of products will be loaded into the stores Location Map under a new Node VT (VQA Tasting). Note: The Min. for all SKU s is initially set at 0 units for the promotion. 2. The WOW Leader, Product Consultant or designated staff member will select up to two of the suggested wines downloaded to the VQA Tasting node and arrange for a staff tasting. 3. Once the two selections have been made for endorsement staff are required to follow two steps. I. Delete all SKU s not being used for the promotion from the Location Map. Ii. IST the product at POS on the cash register. 4. To Delete the remaining SKU s from the node, open the VT level name on the Location Map, highlight the SKU and click <DELETE>. Select <Yes> when the confirmation pop-up appears. Repeat this step for all SKU s not being promoted for the Period. Note: This is an important step to follow for tracking any uplift in sales that may occur for the selected SKU s as result of the promotion. 5. To reconcile the product being used for the VQA Tasting, create an IST using the <Tasting Update> key on the register (new Option #7). 6. The Cash Register steps are documented in POS Note: Because the default Location Min. is applied as 0 units, be sure to monitor your selected promotional SKU s for any uplift in sales that may occur. In order to provide consistency in the data submitted we require that all stores use the same T number, when processing VQA tastings. If you have any questions please contact POS Services and Support. Marketing & Product Guide 87

90 VQA Staff Pick Backer Card Key Dates Install Date: Upon Receipt Take down Date: Until further notice Participating Stores 33, 41, 49, 51, 55, 65, 82, 130, 144, 207, 211, 221, 229, 233, 234, 250, 263, 276, 278, 341, 351, 384, 391, 420, 437, 443, 453, 477, 500, 509, 526, 550, 551, 554, 556, 580, 587, 609, 627, 633, 640, 644, 645, 649, 694, 695, 699, 706, 741 Component VQA Staff Picks Backer Card Re-order# DMS-STBK001 Merchandising Instructions: Please replace immediately, the old VQA STAFF PICKS Backer Card with the new Our Wine Country STAFF PICKS Backer Card. Bilingual designated stores must display the bilingual side of the sign facing customer. THIS IS PERMANENT SIGNAGE New Version Old Version 88 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

91 Beer Programs Ontario Craft Beer End Aisle Craft Beer Program Ontario Craft Beer (Quarterly Program) no change from last period no change from last period

92 Ontario Craft Beer End Aisle Key Dates Install: February 2, 2015 Take Down: March 1, 2015 Components Pre-Printed Shelf Talkers (ENG) DMS Pre-Printed Shelf Talkers (BIL) DMS End Aisle Backer Card (same) DMS OCBEA01 Participating Products Brewer LCBO# Brand Format Steam Whistle Steam Whistle Pilsner & Chocolates By Dufflet Gift Pack 6 x 341 ml 5577 Beaus Beau s Bog Water 600 ml 9654 Amsterdam Downtown Brown 473 ml 3842 Participating Stores OCB Shelf Talker OCB End Aisle Backer Card Re-order# OCBEA01 Distributor Code 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 25, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 528, 549, 556, 579, 619, 623, 624, 630, 702 NOTE: FLS designated stores must display Bilingual version of the product Shelf Talkers. 90 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

93 Craft Beer Program no change from last period Key Dates Install: November 30, 2014 Take Down: March 1, 2015 Components Pre-Printed Shelf Talkers (ENG) DMS OCB012 Pre-Printed Shelf Talkers (BIL) DMS OCB011 Participating Products Item# Product Name Format La Trappe Quadrupel 750 ml Samichlaus 330 ml Pauwel Kwak Strong Belgian Ale 330 ml Sigtuna Midvinterblot 330 ml Rochefort ml The Fundamental Blackhorn Heavy Imperial Stout 500 ml Midtfyns Bryghus Chili Tripel, Danish Spiced 500 ml Black Betty Strong Ale 330 ml New Holland Dragon s Milk 650 ml Ilkley The Mayan Chocolate Chipotle Stour 500 ml Steamworks Blitzen 650 ml Smuttynose Imperial Stout 650 ml Grande Cuvée American Barleywine 750 ml Westmalle Dubbel 330 ml Rodenbach Vintage 750 ml Participating Stores 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 115, 132, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 243, 252, 253, 255, 288, 295, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 481, 483, 486, 494, 495, 499, 501, 505, 511, 522, 528, 532, 534, 542, 546, 549, 556, 568, 573, 575, 579, 586, 590, 602, 616, 614, 619, 623, 624, 630, 677, 771, 776 NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers Marketing & Product Guide 91

94 Ontario Craft Beer (Quarterly Program) no change from last period Key Dates Install: November Take Down: March 1, 2015 Components Pre-Printed Shelf Talkers (ENG) DMS OCB008 Pre-Printed Shelf Talkers (BIL) DMS OCB009 Participating Products Brewery Item# Description Size Distributor Code Amsterdam Amsterdam Brown Ale 473 ml 3842 Cameron s Cameron s Auburn Ale 6 x 341 ml 413 Wellington Wellington Imperial Russian Stout 473 ml LCBO Warehouse Mill Street Mill Street Cobblestone Stout 440 ml 1950 Participating Stores Mandatory Participation 5, 6, 15, 18, 19, 35, 38, 40, 115, 143, 149, 187, 212, 217, 243, 295, 334, 355, 393, 417, 445, 452, 495, 528, 568, 624 Optional Participation 1, 2, 3, 4, 9, 11, 14, 20, 21, 25, 31, 36, 37, 60, 95, 106, 130, 156, 163, 171, 185, 200, 209, 214, 288, 298, 300, 329, 346, 346, 360, 367, 371, 373, 378, 385, 407, 411, 420, 432, 437, 438, 457, 485, 499, 522, 532, 544, 545, 549, 553, 572, 573, 575, 579, 629, 630, 700, 702, 771, 776 NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers 92 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

95 Vintages Super Sale Participating Stores - ALL Vintages Stores 1, 3, 4, 5, 6, 10, 12, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 29, 31, 33, 35, 36, 37, 38, 40, 41, 44, 55, 57, 58, 60, 62, 64, 65, 68, 70, 72, 74, 79, 80, 82, 85, 93, 95, 97, 99, 102, 106, 115, 124, 130, 132, 143, 144, 145, 148, 149, 154, 156, 163, 164, 168, 171, 179, 182, 185, 187, 188, 191, 195, 197, 198, 199, 200, 201, 202, 207, 209, 210, 211, 212, 214, 217, 218, 221, 223, 223, 226, 233, 237, 243, 244, 248, 249, 252, 253, 255, 260, 263, 265, 268, 269, 278, 279, 287, 288, 296, 298, 300, 311, 324, 325, 326, 329, 333, 334, 340, 344, 346, 351, 353, 354, 355, 359, 360, 361, 367, 371, 372, 373, 378, 381, 383, 385, 386, 387, 390, 391, 392, 393, 394, 397, 398, 401, 403, 404, 407, 411, 412, 415, 416, 417, 420, 425, 426, 427, 430, 431, 432, 437, 438, 441, 444, 445, 456, 457, 459, 461, 465, 470, 481, 482, 483, 485, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 512, 515, 521, 522, 523, 526, 528, 532, 533, 534, 536, 538, 542, 544, 545, 546, 547, 549, 551, 553, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 586, 587, 589, 590, 593, 601, 602, 605, 609, 614, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 637, 641, 645, 677, 677, 698, 699, 700, 702, 703, 706, 771, 776

96 Vintages Super Sale Objective: To support two separate week-long sales of proven favourites from the Vintages Essential Collection with in-store merchandising and marketing communications support. The signage will highlight this remarkable discount on such quality wines as an opportunity to stock your pantry and encourage customers to buy in bulk by promoting by-the-case savings. Participating Products: Week LCBO# Description WAS NOW SAVE 1: Feb Concha Y Toro Cab $21.95 $17.95 $48 for 12 pack 3: Feb Two Hands Gnarly Dudes $24.95 $19.95 $30 for 6 pack Components Cut-case backer cards Chalkboard backer cards (large stores only) Pricer cards Shelf talkers Hot buttons cut-case backer card Chalkboard backer card Pricer cards Shelf talkers Hot Buttons (front/back) Merchandising Instructions 1. Create displays on your end aisle that include uncut cases of product to encourage by-the-case sales. (Large stores only) 2. Insert Chalkboard backer cards on End Aisle + Shelf talkers / Pricer cards. 3. Put Hot buttons by select products on shelf within their category. 4. If you have space on the floor create displays using cut-case backer cards and Pricer cards. Advertising Message in Vintages Latest e-newsletter 94 Promotional Turn 12 Eat. Drink. Explore. South of the Equator. Jan 29 & Feb 5 # Concha Y Toro Cab Feb 12 & 19 # Two Hands Gnarly Dudes vintages.com homepage promotion Features in Feb 7 Vintages Release catalogue

97 Vintages Superstar Program Participating Stores Kit 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 37, 44, 60, 62, 64,65, 68, 70, 72, 79, 80, 82, 85, 97, 99, 102, 124, 144, 145,154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 207, 209,211, 214, 218, 223, 233, 237, 244, 248, 260, 265, 268, 269, 278, 296, 311, 324, 340, 353, 354, 359, 372, 373, 381, 386, 391, 392, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 485, 497, 499, 501, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 601, 602, 637 Kit 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 33, 36, 38, 40, 41, 55, 57, 58, 74, 93, 95, 106, 115, 130, 132, 143, 148, 149, 156, 164, 171, 179, 185, 187, 195, 198, 200, 210, 212, 217, 221, 223, 226, 243, 249, 253, 255, 263, 279, 287, 288, 298, 300, 325, 326, 329, 333, 334, 344, 346, 249, 351, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394, 397, 398, 407, 411, 412, 416, 417, 437, 438, 445, 457, 459, 465, 470, 481, 486, 491, 494, 495, 505, 511, 512, 522, 523, 532, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 641, 645, 677, 698, 699, 700, 702, 703, 706, 771, 776 Kit 3 (Our Wine Country Stores) 252, 401, 490

98 Vintages Superstar Program Overview The Vintages Superstar program promotes great local products while pairing them with delicious recipes. Each period there will be three Ontario Superstars: two LCBO wines and one Vintages Essential. This is a mandatory program and is being added to the store s location map each Period. The program is set with a suggested minimum of one case to support the program, i.e. one case will be forced to each participating store. Stores should replenish as required. Participating Product LCBO# Description Format Price TRIUS RED (V) 750 ml $22.95 Key Dates Start: February 1, 2015 Take down: February 28, 2015 Components and Merchandising Instructions Basket Sign Insert Merchandising the participating product in a basket next to/near the LCBO Ontario VQA wines section. Insert the basket sign insert into the Large Metal Sign Holder. (Central Supply #691089) Display the fully merchandised basket in the LCBO Ontario VQA wines section next to the VQA fixture. Pre-printed Shelf Talker Install the pre-printed Shelf Talker in front of the featured product, in its on-shelf position within the Vintages section, using a Miracle Stick (Central Supply Shopping Cart #692012). Available Chilled Hot Button Signs should be used on shelf to indicate that the Superstar product is also available in the fridge. Superstar Shelf Talkers should be placed in the fridge to highlight the Superstar products there. Basket Insert Shelf Talker 96 Promotional Turn 12 Eat. Drink. Explore. South of the Equator. Available Chilled In-Section Hot Button Re-Order# DMS

99 BAM & LTO Signage Participating Stores 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 29, 30, 31, 33, 34 35, 36, 37, 38, 40, 41, 42, 44, 45, 49, 55, 56, 57, 58, 60, 62, 63, 64, 65, 68, 69, 70, 71, 72, 73, 74, 77, 78, 79, 80, 81, 82, 83, 84, 85, 93, 95, 97, 99, 101, 102, 112, 115, 124, 125, 127, 129, 130, 132, 136, 140, 143, 144, 145, 148, 149, 153, 154, 156, 158, 163, 164, 165, 167, 168, 171, 178, 179, 182, 185, 187, 188, 191, 195, 196, 197, 198, 199, 200, 201, 202, 207, 208, 209, 210, 211, 212, 214, 216, 217, 218, 219, 221, 222, 223, 225, 226, 227, 228, 229, 232, 233, 234, 237, 238, 241, 242, 243, 244, 247, 248, 249, 250, 251, 252, 253, 255, 259, 260, 261, 263, 265, 267, 268, 269, 270, 277, 278, 287, 288, 295, 298, 300, 306, 311, 312, 313, 314, 318, 321, 323, 324, 325, 326, 329, 333, 334, 340, 341, 343, 344, 345, 346, 351, 352, 353, 354, 355, 358, 359, 360, 361, 365, 367, , 373, 378, 380, 381, 383, 385, 386, 387, 389, 390, 391, 392, 393, 394, 397, 398, 401, 402, 403, 404, 407, 411, 412, , 417, 419, 420, 425, 426, 427, 428, 430, 431, 432, 434, 437, 438, 441, 443, 444, 445, 446, 447, 449, 452, 454, 456, 457, 459, 461, 465, 467, 468, 469, 470, 474, 481, 482, 483, 485, 486, 490, 491, 494, 495, 496, 497, 499, 501, 505, 509, 511, 512, 515, 516, 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, 537, 538, 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 554, 555, 556, 559, 564, 566, 568, 569, 572, 573, 575, 578, 579, 581, 584, 586, 587, 589, 590, 593, 598, 599, 600, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 650, 677, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 771, 776

100 Vintages BAM & LTO Signage Overview The Vintages BAM & LTO signage will arrive in the mailbag the week before each promotional period starts. This is a mandatory supplier program. All Shelf Talkers for the participating products should be installed at the start of the period. If you do not receive your kit please call hellolcbo to request a kit. If a Shelf Talker is damaged or misplaced please print a new Shelf Talker using the in-store printing templates. Participating Products Components BAM Shelf Talkers LTO Shelf Talkers LCBO# Description WAS NOW Promotion *Catena Cabernet Sauvignon $19.95 $19.95 BAM (+25) *Catena Malbec $19.95 $19.95 BAM (+25) Tenuta S. Anna Extra Dry Prosecco $17.95 $17.95 BAM (+5) Unicum Bitters $25.00 $25.00 BAM (+6) Bartenura Pinot Grigio KPM (V) $17.65 $16.65 $1 LTO Mission Hill Reserve Chardonnay (V) $21.95 $19.95 $2 LTO Robert Mondavi Fumé Blanc 2013 $22.95 $19.95 $3 LTO Toasted Head Chardonnay (V) $17.95 $15.95 $2 LTO Kaiken Malbec (V) $14.95 $13.95 $1 LTO Laurel Glen Cabernet Sauvignon 2010 $77.95 $69.95 $8 LTO Mitolo Jester Shiraz (V) $22.95 $19.95 $3 LTO Rocca delle Macìe Chianti Classico (V) $18.95 $16.95 $2 LTO Tedeschi Amarone della Valpolicella Classico (V) $39.95 $36.95 $3 LTO Wynns Coonawarra Estate Black Label Cabernet Sauvignon (V) $27.95 $24.95 $3 LTO th Street Cuvée Rosé $24.95 $22.95 $2 LTO Jackson-Triggs Proprietors Reserve Vidal Icewine (V) $39.95 $34.95 $5 LTO Bartenura Malvasia KPM $17.50 $16.50 $1 LTO Inniskillin Vidal Icewine (V) $49.95 $44.95 $5 LTO Laurent-Perrier Cuvée Rosé Brut Champagne $99.95 $89.95 $10 LTO Peller Estates Private Reserve Vidal Icewine (V) $26.95 $21.95 $5 LTO *Customers must purchase both the Catena Cabernet Sauvignon (985002) and the Catena Malbec (478727) in the same transaction to collect the 25 AIR MILES. 98 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

101 The Winter issue of FOOD & DRINK was distributed in stores Wednesday, January 14, Features Sweet Surrender: Maple-flavoured desserts signal the tastes of spring to come. Sunshine of the Vine: For a welcome touch of warmth in winter, signature red wines from the southern hemisphere meet inspired recipes. Red Carpet Dinner: When Oscar night rolls around, this dinner menu, spanning welcome cocktails to dessert, will carry your party from red carpet to closing credits. Winter Retreat: A hearty, warming cottage dinner easily made ahead or prepped at the cottage in the company of friends.

102 FOOD & DRINK Overview 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 additional copies 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Spring 2015 issue of FOOD & DRINK, which will be in stores on Wednesday, March 4, Signage Re-order Codes Component Where to Install Sign Re-order Code Image FOOD & DRINK Header Card English/Bilingual FOOD & DRINK Fixture FOOD & DRINK "A" Frame Sign FOOD & DRINK "A" Frame Fixture English/English: English/French: Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

103 Display Table Merchandising Guidelines The following section provides direction on merchandising Nesting and Promo Tables. If you have any questions, please contact or toll

104 Merchandising Display Tables Display Table Themes The Nesting Table Map is used for all of the Nesting Table Layouts. The products have been selected by Category Management and arranged by Visual Merchandising according to the like-withlike and colour/size/type principles to accomplish a balanced, easy-to-shop display. Please merchandise the tables according to the themes provided. These themes have been selected to integrate with the Promotional Theme and 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 however, alternative products should match the theme. Nesting Table Baskets All nesting tables must have a basket on each corner of the table. Select one product to merchandise in each basket to complement the theme. Sign the product with metal sign holders and black sign inserts. Each medium-sized basket holds two cases of 750 ml product or one case of 1000 ml /1500 ml product. Example of colour, size, type Example of like with like Example of basket with sign 102 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

105 Nesting Table Baskets Product Placement 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. Signage Re-order Numbers for Period 12 Nesting Table # Nesting Table # Nesting Table # Promo Table # Promo Table # Promo Table # Promo Table # Vintages Release Vintages Release Shelf Talkers DMS Marketing & Product Guide 103

106 Nesting Table Fixtures Product Theme Location Nesting Table Theme N1 and N4 N2 N3 Vintages Store # Nesting Table Theme N1 and N4 N2 N3 Vintages Store # Essential Nesting Table Theme N1 and N4 N2 N3 Vintages Store # Stores will receive a sign for specific themes. 104 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

107 Nesting Table Fixtures Use for all Nesting Table Themes Q R Basket 1 Case H 3 Facings I 3 Facings J 3 Facings K 3 Facings L 3 Facings Basket 1 Case H 3 Facings I 3 Facings J 3 Facings K 3 Facings L 3 Facings G 3 Facings G 3 Facings M 3 Facings M 3 Facings SOFT DRESSING SIGNAGE F 3 Facings F 3 Facings N 3 Facings N 3 Facings E 3 Facings D 3 Facings C 3 Facings B 3 Facings A 3 Facings 1 Case Basket P E 3 Facings D 3 Facings C 3 Facings B 3 Facings A 3 Facings Basket 1 Case O FRONT OF STORE Marketing & Product Guide 105

108 Nesting Table Theme: N1 & N4 Wrapped With Love Location LCBO# Description Format ml A Latin Lover Passionately Red 750 B Colby Red Blend 750 C Bottega Vino Dei Poeti Prosecco DOC 750 D Veuve Clicquot Brut Champagne 750 E Henry of Pelham Cuvee Catharine Brut Rose VQA 750 F Sandbanks Love Cassis Aperitivo 750 G Double Chocolate Vodka 375 H Dillon's Rose Gin 375 I Stolichnaya Salted Karamel Vodka 750 J The Glenlivet 12YO (Speyside) 750 K Dalwhinnie 15YO (Highland) 750 L Bowmore 12YO (Islay) 750 M Highland Park 12YO (Island) 750 N Laura Secord Chocolate Liqueur 500 O French Kiss Liqueur 750 P Tequila Rose Strawberry Cream Liqueur 750 Q Chateau De Montgueret Cremant De Loire Brut 750 R Segura Viudas Brut Reserva Cava Sparkling 750 Alternate Alternate Alternate Manager's Discretion to select products that fit the outlined theme Note: The Nesting Table Map is used for all of the Nesting Table Layouts. Signage Re-order# Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

109 Nesting Table Theme: N2 Our Wine Country 100% Ontario Location LCBO# Description Format A B C D E F G H I J K L M N O P Q R Alternate Products N2 Manager s discretion of RED AND WHITE ONTARIO WINES. N2 NOTE: The Nesting Table Map is used for all of the Nesting Table Layouts. Signage Re-order# Marketing & Product Guide 107

110 Nesting Table Theme: N3 Explore New Zealand Location LCBO# Description Format ml A Brancott Letter Series B Sauvignon Blanc 750 B Stoneleigh Marlborough Sauvignon Blanc 750 C Villa Maria Private Bin Sauvignon Blanc 750 D Cupcake Sauvignon Blanc 750 E Stoneleigh Marlborough Pinot Noir 750 F Giesen Riesling Marlborough 750 G Kate Radburnd Sun Kissed Pinot Gris 750 H Matua Pinot Noir Marlborough 750 I Villa Maria Private Bin Merlot Cabernet Sauvignon 750 J Whitehaven Pinot Noir 750 K Alpine Valley Sauvignon Blanc 750 L Sileni Cellar Selection Chardonnay 750 M N O P Q R S T Alternate Alternate Alternate Alternate Manager s discretion to select an ASSORTMENT wines from New Zealand Note: The Nesting Table Map is used for all of the Nesting Table Layouts. Signage Re-order# Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

111 Nesting Table: Vintages Release Vintages February 7 th Release Location LCBO# Description A B C D E F G H I J K L M N O P Q R Alternate Products N2 N2 Manager s discretion of the FEBRUARY 7 th Vintages release, red and white wine NOTE: The Nesting Table Map is used for all of the Nesting Table Layouts. Signage Re-order# Marketing & Product Guide 109

112 Nesting Table: Vintages Release Stores will receive a sign for specific themes. It is the Manager s discretion to choose which themed tables to build. Vintages February 21 st Release Location LCBO# Description A B C D E F G H I J K L M N O P Q R Alternate Products N2 N2 Manager s discretion of the FEBRUARY 21 st Vintages release, red and white wine Note: The Nesting Table Map is used for all of the Nesting Table Layouts. Signage Re-order# Please shift Vintages table arrangement to centre of table 110 Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

113 Promo Table Fixtures - Product Theme Locations Product Theme Location Promo Table Themes Store # Promo 1 Promo 2 Promo 3 Promo Promotional Table Location Map The Promo Table Map is used for all four Table Layouts. To merchandise the table properly 2-3 cases of each product should be ordered allowing for 3 or more facings of each product. Marketing & Product Guide 111

114 Promo Table Themes Promotional Table #1 Argentina Location LCBO# Description Retail A Dona Paula Estate Malbec 750 ml B Domaine Jean Bousquet Cabernet Sauv Organic 750 ml C Dada De Finca Las Moras Artwine 2 Merlot 750 ml D Masi Tupungato Passo Doble 750 ml E Esquinas De Argento Pinot Grigio 750 ml F Decopas Sauvignon Blanc 750 ml G Santa Ana Opi Chardonnay 750 ml H Fuzion Alta Torrontes Pinot Grigio 750 ml Alternate Signage Re-order# Promotional Table #2 South Africa Location LCBO# Description Retail A Waka Waka Sauvignon Blanc 750 ml B Douglas Green Sauvignon Blanc 750 ml C Tiger Horse Chenin Blanc Pinot Grigio 750 ml D Fleur Du Cap Chardonnay 750 ml E Tiger Horse Shiraz Mourvedre 750 ml F Flagstone Poetry Cabernet Sauvignon 750 ml G Cape Heights Cabernet Sauvignon 750 ml H Rib Shack Red Vintage Blend 750 ml Alternate Signage Re-order# Promotional Table #3 Chile Location LCBO# Description Retail A Santa Rita Medalla Real Gran Reserva Carmenere 750 ml B Adobe Reserva Merlot Organic 750 ml C Cono Sur Bicicleta Pinot Noir 750 ml D Mont Gras Cabernet Sauvignon Reserva 750 ml E Errazuriz Max Reserva Sauvignon Blanc 750 ml F Veramonte Reserva Chardonnay 750 ml G Santa Carolina Chardonnay Reserva 750 ml H Casillero Del Diablo Reserva Sauvignon Blanc 750 ml Alternate Signage Re-order# Promotional Table #4 Australia Location LCBO# Description Retail A Promised Land Cabernet Sauvignon 750 ml B Red Knot Shiraz 750 ml C Are You Game Shiraz 750 ml D Stone Dwellers Cabernet Sauvignon 750 ml E Jacob's Creek Moscato 750 ml F Bundeena Bay Vineyard Series Pinot Grigio 750 ml G Wolf Blass Yellow Label Sauvignon Blanc 750 ml H Grant Burge Summers Chardonnay 750 ml Alternate Signage Re-order# Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

115 Participating Stores Column Heading Store# Banner Inserts Pod Program Sold End Aisles End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Cards Power Aisle Banners Perimeter Banners Transparencies FLS Key H= Hero Display T= Thematic Banner Insert Builds all Pods Number of sold End Aisles and (P)remium or (S)tandard Flight # Of Number of signs shipped Number of Regular Extenders in Store see Sold Space Program Extender Section for participating extender location. C = Community Extender Program # Of Extenders # Of Extenders # Of Extenders # Of Extenders # Of Number of signs shipped # Of Number of signs shipped # Of Number of signs shipped # Of Number of signs shipped Vendor installed F = LCBO stores located in FLS designated areas FF = LCBO FLS designated stores SEE back/inside cover for definitions

116 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits 1 H 20S 45 Y F F 3 8P F 4 10P F 5 H 10P F 6 H F FF 8 T 10S F 9 T F 10 H 20P 40 Y FF 11 H 8S F 12 T 8P F F 14 8S F 15 H 15P 25 Y F 16 0 F 17 H 10S 30 Y F 18 H F 19 H 15S FF 20 H 8S F 21 H 20P 40 Y H 20S H 15S 30 Y FF 24 8S FF 25 8P H 10P F 27 H 15S F 28 T T H 15P 30 Y F 33 H 10S H 15S F 35 H 10P H 15S FF 37 8P F 38 H 15P 30 Y FF H 20P FF 41 H 10S 20 Y FF 42 T H 10S H 10S 25 Y S Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) FF 50 H 10S FF 51 H 10S FF F 55 H 10S 20 Y FF 56 T H 15S 25 Y S FF H 15S H 10S F 64 H 10S H 10S 25 Y T FF FF 68 H 15S S T S H 8S H 10S 20 Y T FF FF 77 T FF FF 79 H 8S H 10S T FF 82 H 10S 20 Y FF 84 T H 10S H 8S T T FF 90 H 10S T FF 92 T F 93 10S T H 10S T S Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

117 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits 98 T FF FF 101 H 10S H 10S T FF 104 T F H 15S T T FF 109 T T FF 113 T H 20P 40 Y T T FF 118 T FF FF 122 T FF 123 T FF H 10S FF FF F 128 T F FF 130 H 15S 25 Y H 10S FF 135 T T T H 10P FF P F S S Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card 148 H 15P 45 Y Power Aisle Banner Perimeter Banner Language (FLS) 149 H 20P 30 Y F FF 152 H 10S S H 15S F 155 8S H 20P T T T T T FF 163 H 8S F 164 H 15P FF 165 H 8S F 166 T H 10S F 168 H 10P T T H 20S 25 Y F FF 174 T S T H 15P FF H 15P F F 184 T FF 185 H 15P 25 Y F 186 T 8S F 187 H 20S 40 Y H 10S FF 190 H 10S F 191 H 15S 30 Y S F FF 194 T H 20S 40 Y F 196 H 8S T H 15S 25 Y F Marketing & Product Guide 115

118 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders H 20S F 201 H 15S FF 205 T H 8S F 208 T H 15S S H 10S 20 Y H 15P F 213 T S FF 216 H 8S H 20P 30 Y FF 218 H 10S F 219 T T FF 221 H 10S 20 Y T T T T FF 226 H 20S 30 Y T H 15S 25 Y F S T T H 15S 30 Y F S F T FF S T FF 242 H 15S F 243 H 20P FF 244 H 15S FF 246 T T H 15P H 10S 20 Y F Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner 250 H 15S 25 Y Show Card 252 H 20S 30 Y Power Aisle Banner Perimeter Banner Language (FLS) 253 H 20P 30 Y FF 254 T H 10S F F T T F 263 H 20S 40 Y T H 15S T T H 20S 25 Y F FF 273 T T T H 8S FF 279 H 15S 25 Y F F 281 T T T H 15S FF 288 H 20P 30 Y T T FF T T P F 296 T T H 20P 30 Y Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

119 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits 299 T H 15S 30 Y T F 304 T T FF F F 311 H 10P S F T T T F 321 H 8S F FF 323 T H 8P FF 325 H 15S H 15S 30 Y T FF 328 T H 20P 45 Y F 330 T FF 333 F 334 H 20S F 335 T FF H 10S F S H 15S 30 Y H 20P 45 Y Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) FF H 15S 30 Y T H 8P H 20P 30 Y F H 20S 40 Y FF 360 H 10P F 361 H 15S 25 Y H 20S F F 364 T H 10S F 367 H 20P 40 Y FF F 369 T FF 371 H 10S F 372 T H 15S 20 Y T FF H 20S 45 Y T T H 15S 30 Y H 15S H 15S 25 Y S FF 385 H 20S FF 386 H 15S 30 Y H 15S FF 388 H 10P F 389 H 15S F 390 H 15P 25 Y H 15S 25 Y H 10S 25 Y H 20P FF 394 H 20P 40 Y FF FF 397 H 15S 30 Y H 15S 40 Y F S FF Marketing & Product Guide 117

120 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders 401 H 20S 30 Y H 10S H 15S FF FF 407 H 20P 30 Y F 408 H 10S F P F 412 H 15P 25 Y F T H 10P F 416 H 20S 25 Y F 417 H 15P T T S F F FF FF 425 H 10S F 426 H 8S F 427 H 15S 30 Y H 20S 40 Y F H 15S FF 432 H 20S H 15S FF F 437 H 10S 25 Y H 20S 30 Y F T FF H 15P 30 Y FF 444 H 15S 25 Y F 445 H 20S T T Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 450 T H 15P FF P T S H 10P 20 Y F 458 H 8S F 459 H 20S 30 Y T T FF H 15S FF 467 H 10S T H 15S 30 Y FF T S H 15P 20 Y F F 485 H 15P 20 Y F P F FF H 10S 20 Y F 491 H 15S 30 Y T F H 15P F 495 H 15S T H 15S 30 Y Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

121 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits 499 H 20P F 500 H 15S 25 Y F 501 H 15S T H 20P F FF 507 T FF 509 T 8S H 10S 25 Y F F FF T H 10S F F 520 T H 10P FF P 25 Y H 20P 45 Y T FF FF 575 H 15S 25 Y F 527 T T FF 528 H 15P 30 Y 40 6 F FF 578 T FF 529 T H 10S T H 15S 30 Y T 3 4 F 581 T P FF 582 T S F H 10S 25 Y F 584 H 15S 15 Y F S H 15P 25 Y H 10S 25 Y FF 538 FF FF 539 T F 590 H 20P H 15S FF H 15P F 542 H 20P 30 Y F 594 T T T H 10S T H 15S 40 Y F 546 H 15S F 598 FF 547 F 599 T H 15S F 549 H 20S Marketing & Product Guide 119 Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card 551 H 10S 20 Y Power Aisle Banner Perimeter Banner Language (FLS) 552 8S FF 553 H 15P F 554 H 20S 30 Y H 8S F 556 H 15P F H 10S T T T H 10S H 10S F FF 566 H 20P 30 Y H 8P FF 569 H 15S 30 Y F F 572 H 10S F 573 H 10P FF

122 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits 602 H 15S FF 605 H 15S 30 Y H 15S 25 Y T F H 10S H 15S H 10S H 20S 40 Y F H 20P 25 Y H 20P 45 Y FF FF 627 H 15S 30 Y F 629 H 15S H 20P 45 Y H 20S F 632 H 20S 50 Y H 10S 20 Y F 634 H 15S 30 Y S F F S FF F 640 H 10S 25 Y FF 641 H 20S 40 Y F 643 H 10S 20 Y F 644 8S F 649 H 15S 25 Y F 652 H 10S 15 Y FF F 694 H 10S 25 Y FF S F 698 H 15S 30 Y F Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 699 H 10S 20 Y F 700 H 20S 30 Y F 702 H 15P H 20S 40 Y F 706 H 8S 15 Y H 15S 25 Y F 771 H 15P H 20S 40 Y Promotional Turn 12 Eat. Drink. Explore. South of the Equator.

123 Sold Space Programs Display Programs - Support Programs An electronic version (MS Excel format) of these worksheets is available on the Sales & Marketing Portal Site. Follow the quick link published each week at the top of the Sales & Marketing Newsletter. The Electronic version of the worksheets includes: Retail Price (as of publication date) Agent Names The products participating in the Hero Display, the Pod Program and the sold End Aisles are included in the Display Programs Participating Products Table.