TRADE COPY ONLY PT4 MARKETING & PRODUCT GUIDE DISPLAY TABLE EDITION JUNE 24 - JULY 21, 2012

Transcription

1 MARKETING & PRODUCT GUIDE DISPLAY TABLE EDITION JUNE 24 - JULY 21, 2012 PT4 Cocktail Recipe Cards 05 Beer Pocket Guide 60 Spirits Pocket Guide 61 New Vintages Superstars 63

2 * Vintages Essentials are always available in Vintages at select LCBO locations. Price subject to change without notice or while supplies last. Scan here for recipe. PT4 Features Cocktail Recipe Cards - On Select End Aisles 05 Cocktail Recipe cards will be distributed to participating stores and are to be merchandised on End Aisles 3, 6, 12, 18 in the slat wall brochure holders available from Central Supply ( ). The recipes feature 4 delicious drinks - must-haves for your back yard entertaining this summer! Beer Pocket Guide 60 The new Beer Pocket Guide will educate customers about beer styles that are best suited to the summer season: Pale Ales, Pilsners, and Wheat Beers. The guide will provide customers with a tool that can be used to navigate the beer category. Spirits Pocket Guide 61 The new Spirits Pocket Guide will educate customers about new trends and what is hot for spirits this summer and help them shop the spirits section to find new favourites. NEW Vinta ge s Superstars 63 The Vintages Loves basket program will be converting to the Vintages Superstar program. There will be three Ontario Superstars per period: two LCBO wines and one Vintages Essential. ONTARIO superstar Megalomaniac Narcissist Riesling VQA Niagara Peninsula (D) 750 ml $17.95 *A Vintages Essential Takedown: July 22, 2012

3 Marketing & Product Guide I Love Canada - June 24 - July 21, 2012 The PT4 I Love Canada promotion will position Canadian products from each category as the beverages of choice for summer entertaining, showcase our diverse selection of brands and formats, both large and small, all while inspiring national pride. We will attract customers with easy entertaining solutions by identifying the type of occasions products are best suited for. Let s celebrate Canada at the LCBO! POP Campaign Is a repeat of last s year s images on all of the ceiling banners, exterior banners, and window show cards with some new elements added.

4 Promotional Sign Gallery All promotional sign components are available for re-order using their corresponding re-order number. If a sign component is missing or damaged, call hellolcbo ( ) and quote its re-order number. Please have a copy of this Marketing & Product Guide on hand for reference. Thank you.

5 Promotional Signs - End Aisles Component End Aisle Backer Cards Dimensions: 30 w x 24 h Branded Backer Card End Aisle Products Re-order Code 1 Labatt Blue, Labatt 50/Beer Headquarters Pelee Island Eco Trail Red VQA, Pelee Island Lighthouse Chardonnay VQA, House Wine Co. Vidal Moscato/ Today's Wine Discovery 3 Polar Ice Raspberry Lemonade Vodka Punch, Polar Ice Vodka/Cocktail Must-Haves Molson Canadian & Molson Canadian 67/Beer Headquarters Sawmill Creek Dry Red, Pelee Island Passage, French Cross Pinot Grigio Cask/ Today's Wine Discovery Collingwood/For Whisky Lovers Alexander Keith's Red Amber Ale, Alexander Keith's Premium White Ale, Alexander Keith's India Pale Ale/Beer Headquarters 8A Fielding Estate Pinot Grigio. Coyotes Run Unoaked Chardonnay, Creekside Sauv Blanc B 20 Bees Riesling, Konzelman Canada White, Trius Riesling Mott's Clamato Caesar Original (bottles & Can + Spicy /No Fuss Cocktails Moosehead Cracked Canoe, Moosehead Lager / Beer Headquarters Xoxo Pinot Grigio/Chardonnay, Pelee Island Rouge, Jackson-Triggs Unity Sauvignon Blanc / Today's Wine Discovery 12 Canadian Club Classic, CC & Ginger Ale, Canadian Club Premium / Cocktail Must Haves Rickard's Red, Rickard's Original White, Rickard's Blonde / Beer Headquarters Mission Hill Cabernet Merlot VQA Five Vineyards, Mission Hill Five Vineyards Chardonnay / Today's Wine Discovery Mike's Hard Blueberry Lemonade, Mike's Hard Cranberry Lemonade, Mike's Hard Lemonade / No Fuss Cocktails King Vienna Lager, Okanagan Spring Pale Ale, Steam Whistle Pilsner / Cocktail Must-Haves Angels Gate Merlot VQA, Dare Red VQA, Dan Aykroyd Merlot / Today's Wine Discovery Wiser's De Luxe, Wiser's Small Batch Whisky / For Whisky Lovers Trius Brut, Dare Red VQA, Dan Aykroyd Merlot/ No Fuss Cocktails Canadian Club Dock 57 Spiced Whisky, CC and Ginger Tall Can, CC and Cola / Cocktail Must Haves Promotional Turn 4

6 Promotional Signs - End Aisles End Aisle Products Re-order Code Generic Cocktail Must-Haves Generic Generic Today s Wine Discovery/For Whisky Lovers Beer Headquarters/No-Fuss Cocktails Cocktail Recipe cards Image Cocktail Recipe cards will be distributed to participating stores and are to be merchandised on End Aisles 3, 6, 12, 18 in the slat wall brochure holders available from Central Supply ( ). The recipes feature 4 delicious drinks - must-haves for your backyard entertaining this summer! Bundled 150 per version. Re-order# Marketing & Product Guide - I Love Canada 5

7 Promotional Signs - Exterior Signs Component Where to install sign Re-order Code Images Exterior Banners I Love Canada Alternate the versions (DOMINANT) Banners: 43 w x 87 h Exterior Banners Bulldog Banners: 43 w x 87 h Show Card I Love Canada (DOMINANT) Dimensions: 28 w x 45 h Show Card Bulldog (DOMINANT) Dimensions: 28 w x 45 h Exterior Transparency I Love Canada Dimensions: 28 w x 45 h Exterior Transparency Bulldog Dimensions: 28 w x 45 h Promotional Turn 4

8 Promotional Signs - Store Entrance Component Where to install sign Re-order Code Images Hero Display Banner Stand Insert Dimensions: 20 w x 70 h Pricer Cards Dimensions: 8 w x 7 h Thematic Banner Stand Insert Dimensions: 20 w x 70 h Backlit / Tasting Bar Dimensions: 22 w x 33 h Shopping Cart Sign Dimensions: 8 w x 6 h Hero Display Iceberg Vodka 750mL Iceberg Vodka 1750mL Lakeview Cellars Vidal Icewine 200mL Hero Display DMS Thematic Banner Stand (store entrance) Install in the frame on the portable Tasting Bar. Some stores will be Supplied a backlit sign holder. Social Responsibility Sign: Install on the outside frame of the shopping carts. Thematic Sign: (Sold to the Trade) Social Responsibility Sign: DMS Thematic Sign: DMS Marketing & Product Guide - I Love Canada 7

9 Promotional Signs - Pods Component Where to install sign Re-order Code Images Pod Display Backers Wines for a Canadian Summer Pod Display Backers Proudly Canadian Whisky Pod Display Backers Ontario Craft Beer Power Aisle or prominent locations of the store G. Marquis Merlot VQA 750 ml G. Marquis Riesling VQA 750 ml Inniskillin Dry Riesling VQA 750 ml Inniskillin Merlot VQA 750 ml Power Aisle or prominent locations of the store Gibson s finest Whisky 12 YO 750 ml Recipe Cards Display recipe cards for 2 cocktails that will be featured on the Crown Royal Pod. Power Aisle or prominent locations of the store re-order # Mill Street Organic Lager 6 Pack Great Lakes Red Leaf Lager 473 ml Amsterdam Big Wheel 6 Pack Muskoka Mad Tom IPA 6 Pack Pod Display Pricer Cards Dimensions: 8 w x 7 h On Pod cut cases, in front of participating products versions (store mailbag) 8 Promotional Turn 4

10 Promotional Signs Power Aisle & Perimeter Banners Component Where to install sign Re-order Code Images Power Aisle Banner Front: I Love Canada Back: Bulldog Dimensions: 45 w x 30 h Perimeter Banner Maple Leaf/ Couple with Canoe Dimensions: 30 w x 30 h Perimeter Banner Couple on Deck/ Maple Leaf Dimensions: 30 w x 30 h Perimeter Transparency Vertical: I Love Canada Dimensions: 28.5 w x 28.5 h Perimeter Transparency Vertical: Bulldog Dimensions: 28.5 w x 28.5 h Over the central aisle. ALTERNATE BETWEEN TEXT and BULLDOG VERSIONS On the hangers around the periphery of the store. ALTERNATE BETWEEN VERSIONS Vendor installed between Sunday, June 24 and Wednesday, June Vendor installed between Sunday, June 24 and Wednesday, June Marketing & Product Guide - I Love Canada 9

11 Promotional Signs Perimeter Transparencies Component Where to install sign Re-order Code Images Perimeter Transparency Square: I Love Canada Dimensions: 28.5 w x 28.5 h Perimeter Transparency Square: Bulldog Dimensions: 28.5 w x 28.5 h Perimeter Transparency Horizontal: I Love Canada Dimensions: 45.5 w x 28.5 h Perimeter Transparency Horizontal: Bulldog Dimensions: 45.5 w x 28.5 h Vendor installed between Sunday, June? and Wednesday, June? Promotional Turn 4

12 Promotional Signs Summer Sold Block Pile FOOD & DRINK Component Where to install sign Re-order Code Images Pole Top Signs Summer Sold Block Pile Pricer Cards Summer Sold Block Pile Shelf Talkers Summer Sold Block Pile FOOD & DRINK Header Card English/Bilingual Cut case display On block pile display On shelf in section FOOD & DRINK Fixture FOOD & DRINK FOOD & DRINK A A Frame Sign Frame Fixture English: French: Marketing & Product Guide - I Love Canada 11

13 Promotional Signs Component Where to install sign Re-order Code Images Superstars Kit Includes: Backer Cards x 2 Shelf Talkers 6 w x 3 h Pricer Cards Dimensions: 14 W x 24 H (Backer Cards) Popular Pick Kit Includes: Backer Cards x 1 Shelf Talkers 6 w x 3 h Dimensions: 14 W x 24 H (Backer Cards) golocal FSI Fixture VQA golocal Category Signs x 2 VQA cube centre sign x 1 Shelf Talkers 6 w x 3 h Bundles of 4 x 2 per kit Special Promotions Fixture Drum Sign Pretty and Pink! Dimensions: 48 w x h Special Promotions Fixture Poster Pretty and Pink! Cut case display at VQA Cube Cut case display in Ontario Section One end of the VQA Fixture (Participating stores only) VQA Cube Centre Sign Full kit: Backer Cards x 2, Shelf Talkers, Pricer Cards (Kit A) Shelf Talkers Only: (Kit C) DMS Shelf Talkers and Popular Picks Backer Cards: (Kit B) Complete Kit: Special Promotions Fixture # Special Promotions Fixture # Bilingual shelf talker VQA golocal Category English Shelf Talker Dimensions: 22 w x 39.5 h 12 Promotional Turn 4

14 Promotional Signs Component Where to install sign Re-order Code Images Promo Fixture Sign - Short (Mini Thematic) Dimensions: 28 w x 6 3/8 h Promo Fixture Sign - Long (Mini Thematic) Dimensions: 43 w x 6 3/8 h Promo Fixture Shelf Talker (Mini Thematic) Dimensions: 6 w x 3 h Promo fixture hot buttons (1 version 6 per bundle); English/French Cross Promotional Component (In-section) Cross Promotion Shelf Talkers (8 per bundle) Promo Fixture Sign - Short (Gifting) Dimensions: 28 w x 6 3/8 h Shelf Talkers (Gifting) Promotional Fixture See page 33 for details. Promotional Fixture Sign Band On shelf in front of bags & vessels DMS DMS DMS DMS Gift Tags (Gifting) On pre-wrapped vessels DMS Marketing & Product Guide - I Love Canada 13

15 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) Air Miles Shelf Talkers Pre-printed (Bonus Air Miles Program) NEW Shelf Talkers Pre-printed (New Product Program) More Miles Shelf Talkers Pre-printed (BBAM 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 (Bonus Air Miles Program) Component Specifications Re-order # Images 6 w x 3 h English/No Price Price/No Price 6 w x 3 h English/No Price Price/No Price 6 w x 3 h English/No Price Price/No Price 6 w x 3 h 6 w x 3 h English/No Price Price/No Price DMS DMS DMS DMS DMS w x 3 h Bilingual/No Price DMS Price/No Price 6 w x 3 h Bilingual/No Price DMS Price/No Price 6 w x 3 h Bilingual/Now Price DMS Price/No Price On Shelf In the Spotlight Shelf Talkers Pre-printed (New Product Program) 6 w x 3 h Bilingual/No Price DMS Promotional Turn 4

16 Promotional Signs - On Shelf Signs Location On End Aisles On shelf On shelf On shelf On shelf Cut Cases On shelf On shelf Signs Message Pre-printed - Thematic Component Specifications Re-order Images (65 versions) Shelf Talkers 6 x 3 DMS Pre-printed (Regular Program - 65 versions) Pre-printed (Community Program - 10 versions) Pre-printed (Discovery Program - 9 versions) Blank Shelf Talkers LCBO stamp (1 version x 50 per bundle) Blank Pricer Cards LCBO stamp (1 version x 30 per bundle) Blank Extender Strips LCBO stamp (1 version x 15 per bundle) Pre-printed Go Green Extender insert - 1 version Extender strips Pre printed - 12 x 2.5 Extender strips Pre printed - 12 x 2.5 Extender strips Pre printed - 12 x 2.5 Shelf Talkers 6 x 3 - Blank Pricer Cards - 8 x 7 - Blank Extender strips - Blank 12 x 2.5 Extender strips Pre printed - 12 x 2.5 DMS DMS DMS DMS DMS DMS DMS Pods and Hero Displays Pre-printed - Thematic Pricer Card for Pod and Hero (9 versions) Thematic Pricer Card Pre printed -8 x 7 Pod- DMS Hero- DMS Marketing & Product Guide - I Love Canada 15

17 Advertising I Love Canada FSI

18 Advertising - I Love Canada FSI I Love Canada There is one Free Standing Insert being circulated in newspapers for the PT4 promotion. We are Canadian. We are generous, proud, fun-loving, hard-working and honest There s no one way to fully define what being Canadian is all about we express our national pride in a variety of ways, layered by the places we ve come from. But in celebrating the best of who we are, we believe Canada s outstanding wines, legendary sprits and favourite brews are a great point of departure. There is an exciting line-up of Canadian products to inspire customers and share in the excellence that is truly and distinctly ours. Canadians know how to enjoy our winters but we also celebrate our precious summers. Canadian Summers are all about entertaining with family and friends, in the backyard, on the patio or at the cottage. Embrace the weather, raise the flag and celebrate the red and white in true Canadian style! FSI Drop Date The newspaper Free Standing Insert will feature Canada s outstanding wines, legendary spirits and favourite brews. There is an exciting line-up of Canadian products to inspire customers and share in the excellence that is truly and distinctly Canadian. The focus of the FSI is on the Canadian Summers entertaining with family and friends, in the back yard, on the patio or at the cottage! FSI Drop Date: Saturday June 30, 2012 St. Catherines Standard Niagara Falls Review Guelph Mercury Thunder Bay Chronicle Herald Kitchener Waterloo Record Hamilton Spectator Globe and Mail Ottawa Citizen Windsor Star Toronto Sun Ottawa Sun London Free Press Kingston Whig Standard Sudbury Star Toronto Star 18 Promotional Turn 4

19 Advertising - I Love Canada FSI Continued Participating Products Beer and Cider LCBO# Description Size (ml) Labatt Blue Moosehead Lager Rickard's Red Rickard's Original White Rickard's Blonde 473 Ontario Craft Beer LCBO# Description Size (ml) Great Lakes Crazy Canuck Pale Ale Amsterdam Oranje Weisse Steam Whistle Pilsner 6 Pack Muskoka Mad Tom IPA 6 Pack Rickard's Blonde 473 Spirits LCBO# Description Size (ml) Collingwood Wiser's De Luxe Gibson's Finest 100th Grey Cup Limited Edition Maple Finish Ready to Drink LCBO# Description Size (ml) Canadian Club & Ginger Ale 6 x Mott's Clamato Caesar Original 4 x Marketing & Product Guide - I Love Canada 19

20 Advertising - I Love Canada FSI Continued New World and Ontario Wines LCBO# Description Size (ml) Osoyoos Larose Petales D'Osoyoos Konzelmann Canada White VQA Dan Aykroyd Merlot VQA Pelee Island Lighthouse Chardonnay VQA Crush White VQA G. Marquis The Red Line Merlot VQA G. Marquis The Red Line Riesling VQA House Wine Co. Vidal Moscato VQA Trius Riesling VQA 750 Vintages LCBO# Description Size (ml) (V) Lakeview Cellars Vidal Icewine VQA (V) Osoyoos Larose Le Grand Vin (Vincor Int'L) 750 White Spirits LCBO# Description Size (ml) Polar Ice Vodka Tag No. 5 Vodka Iceberg Vodka Promotional Turn 4

21 Summer Rosé Program

22 Summer Rosé Program Overview The Summer Rosé Program continues to be a huge success, generating over $4.8 Million in net sales last year. This year, the program has a large number of new and exciting Rosé wines from around the world. Customers will have the opportunity to try Rosés throughout the year, as the program will run from April to October. In-store signage will capitalize on seasonal timing from Spring to Fall. The participating products are not to be planogrammed on shelf and the 1-in/1-out rule will not apply. They will also be excluded from actual SKU count on the stores Flash report and should not be included on the Back Room Tracker. Phase 2: May 27 - September 15 Participating Stores 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 34, 35, 36, 37, 38, 39, 40, 42, 43, 44, 45, 46, 47, 48, 49, 50, 52, 53, 54, 55, 56, 57, 58, 59, 60, 61, 62, 776TRADE 63, 64, 65, 68, 69, 70, 72, 73, 74, 77, 78, 79, 80, 81, 82, 83, 84, 85, 86, 87, 88, 90, 91, 93, 94, 95, 97, 98, 99, 101, 102, 103, 106, 107, 109, 110, 112, 113, 115, 116, 119, 122, 123, 124, 125, 128, 130, 132, 136, 137, 139, 140, 141, 143, 144, 145, 148, 149, 152, 153, 154, 155, 156, 157, 160, 163, 164, 165, 166, 167, 168, 169, 171, 174, 175, 178, 179, 181, 182, 183, 185, 186, 187, 188, 190, 191, 192, 193, 194, 195, 196, 197, 198, 199, 200, 201, 202, 203, 205, 207, 208, 209, 210, 211, 212, 213, 214, 216, 217, 218, 219, 220, 221, 222, 223, 224, 225, 226, 227, 228, 229, 230, 231, 232, 233, 234, 236, 237, 238, 239, 242, 243, 244, 246, 247, 248, 249, 250, 251, 252, 253, 254, 255, 259, 260, 261, 263, 264, 265, 266, 267, 268, 269, 270, 273, 275, 276, 278, 279, 281, 284, 286, 287, 288, 289, 293, 294, 295, 297, 298, 299, 300, 301, 302, 305, 306, 310, 311, 312, 313, 314, 316, 318, 320, 321, 324, 325, 326, 327, 329, 330, 331, 333, 334, 335, 340, 343, 344, 345, 346, 348, 349, 351, 353, 354, 355, 358, 359, 360, 361, 362, 363, 364, 365, 366, 367, 369, 370, 371, 372, 373, 374, 378, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 395, 397, 398, 399, 400, 401, 402, 403, 404, 406, 407, 408, 411, 412, 414, 415, 416, 417, 418, 419, 420, 423, 425, 426, 427, 428, 429, 430, 431, 432, 434, 435, 436, 437, 438, 441, 443, 444, 445, 446, 448, 449, 450, 452, 453, 454, 455, 456, 457, 458, 459, 461, 462, 465, 467, 468, 469, 470, 471, 473, 474, 475, 481, 482, 483, 484, 485, 486, 489, 490, 491, 492, 494, 495, 496, 497, 499, 501, 502, 504, 505, 509, 511, 512, 515, 517, 518, 521, 522, 523, 526, 527, 528, 529, 530, 532, 533, 534, 536, 537, 538, 539, 540, 542, 544, 545, 546, 547, 549, 550, 552, 553, 555, 556, 559, 560, 561, 563, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 581, 582, 584, 586, 587, 590, 593, 598, 599, 601, 602, 605, 612, 614, 616, 617, 618, 619, 623, 624, 626, 629, 630, 631, 632, 634, 635, 636, 637, 638, 641, 642, 643, 677, 697, 698, 700, 702, 703, 742, 771, COPY ONLY 22 Promotional Turn 4

23 Summer Rosé Program Continued Participating Products - (13 from Phase 1 & 17 from Phase 2) LCBO# Description Retail Price Size (ml) Bees Rosé VQA $ Adobe Reserva Rosé (Organic) $ Barefoot White Zinfandel $ Bieler Pere et Fils Sabine Rosé $ Botter Raboso Moscato $ Campo Viejo Tempranillo Rosé $ Cono Sur Merlot Rosé $ Flourish Rosé VQA $ Folonari Pink Pinot Grigio $ Fuzion Shiraz Rosé $ Hardys Chronicles Twice LostShiraz Rosé $ Innocent Bystander Pink Moscato $ Jacob's Creek Shiraz Rosé $ KWV Classic Pinotage Rosé $ L'Orangeraie Rosé, Pays d'oc $ Masi Modello delle Venezie Rosato $ Santa Digna Cabernet Sauvignon Rosé $ Mythique Languedoc Rosé $ La Vieille Ferme Rosé $ Sandbanks Rosé VQA $ Santa Julia Syrah Rosé $ Stoneleigh Marlborough Pinot Noir Rosé $ Sutter Home Pink Moscato $ Terrasse de Lalande Rosé $ Terres de Saint Louis Rosé $ The Beachhouse Rosé $ Union Rosé VQA $ VIVACE Rosé Dolce $ Voga Rosé IGT $ XOXO White Zinfandel Gamay Rosé $ *Prices subject to change without notice. Merchandising Instructions Merchandise the participating products In-Section, on the Seasonal & New Product Fixture and/or used as discretionary selections for the Wine Fridge. Ensure the pre-printed Shelf Talkers are in front of participating products. Marketing & Product Guide - I Love Canada 23

24 Summer Rosé Program Continued Promo Table #1 - (PT3 & PT4) LCBO# Description Retail Price Size (ml) Merchandising Location Bees Rose $ Promo Table/Seasonal & New Product Fixture Adobe Syrah Rose $ Promo Table/Seasonal & New Product Fixture Bieler Pere ef Fils Sabine Rose $ Promo Table/Seasonal & New Product Fixture Cono Sur Merlot $ Promo Table/Seasonal & New Product Fixture Jacob's Creek Shiraz Rose $ Promo Table/Seasonal & New Product Fixture Santa Julia Syrah Rose $ Promo Table/Seasonal & New Product Fixture Terres de Saint Louis Rose $ Promo Table/Seasonal & New Product Fixture Union Rose VQA $ Promo Table/Seasonal & New Product Fixture *Prices subject to change without notice. NOTE: Additional pre-printed Shelf Talkers are available for all stores to order. Please call hellolcbo@ and quote the re-order# below. Merchandising Instructions Promo Table Signs Stores with Promo Table #1 will feature 8 of the participating Rosé wines on the fixture. Merchandise the pre-printed Shelf Talkers in front of participating products. Component Where to install sign Re-order Code Promo Table #1 Sign Dimensions: 14 w x 24 h THE SIGN SHIPPED FOR PT3 REMAINS IN PLACE FOR PT4. DO NOT RECYCLE! See the Display Table Guide for details. English: DMSROSE003 French: DMSROSE Promotional Turn 4

25 Ready to Drink Unlike past years, our Ready-to-Drink (RTD) category will not have it own dedicated promotion. In 2012, we will bring the category to the forefront with a splash, keeping Ready-to-Drink products at the top of the customers mind for a long period of time (from PT2 through to PT7). An extensive advertising campaign will support this summer long initiative. We will be featuring individual products on a variety Transit Shelter Ads (TSAs), Superboards, Poster, ROP (Run of Press) in newspapers, and TV. Advertising will begin to appear in community papers as early as May 17, TV ads will air on the Thursdays and Fridays leading into every long weekend, beginning with the Victoria Day long weekend. These ads will showcase the big taste and flavour of all RTD products. Like past years, our Party Zone Summer Blockpile program is underway. Stores will receive bold new signage each period with new merchandising instructions. We want our customers to experience Summer s Big Flavours, and each piece of signage will have compelling flavour profile information.

26 Ready to Drink - Party Zone Block Pile Overview This program features 6 versions of Pole Topper signs, pre-printed Pricer Cards and Shelf Talkers for the PT4 Party Zone turn. Please implement it as any other sold program, the display must be built on time, maintained with sufficient inventory for the entire duration and signed with the approved material. Key Dates Install date: June 24, 2012 Take down: July 21, 2012 Participating Products LCBO# Description Format Retail Price Support Program Price Size (ml) 5280 Vodka Mudshake Chocolate 4pk-B $ x270 ml WKD Vodka Blue $9.95 4x330 ml Smirnoff Classic Caesar 4pk-B $9.50 4x330 ml Smirnoff Ice Light 4 Pk-B $9.95 4x330 ml Bacardi Breezer Trop Orange Smooth Pet 4 Pk-B $9.95 4x330 ml Mike's Hard Lime 4 Pk-B* $9.95 4x330 ml *These block pile Space displays are to remain up. However stores are required to change the signage, as it pertains to the current in store thematic. Participating Stores Participation is mandatory for the following stores: 1, 5, 8, 9, 10, 14, 15, 19, 20, 21, 22, 23, 24, 27, 28, 29, 31, 34, 35, 36, 38, 39, 42, 43, 44, 45, 46, 47, 48, 49, 50, 52, 55, 56, 58, 61, 62, 63, 64, 68, 69, 70, 72, 73, 74, 77, 78, 80, 82, 83, 84, 85, 86, 87, 90, 91, 93, 94, 95, 97, 98, 99, 101, 103, 104, 106, 107, 108, 109, 110, 113, 114, 115, 116, 122, 123, 125, 126, 127, 128, 130, 132, 133, 136, 137, 139, 140, 141, 144, 145, 148, 149, 151, 152, 153, 155, 156, 157, 158, 160, 166, 168, 169, 171, 173, 174, 175, 176, 179, 181, 182, 183, 184, 185, 186, 187, 188, 190, 191, 193, 194, 195, 196, 198, 199, 200, 201, 202, 205, 207, 209, 211, 212, 213, 217, 218, 220, 222, 223, 224, 225, 226, 228, 229, 230, 231, 232, 236, 237, 238, 239, 240, 242, 243, 248, 249, 250, 252, 253, 255, 256, 258, 258, 262, 263, 265, 266, 267, 268, 269, 270, 271, 275, 276, 277, 278, 279, 284, 286, 288, 292, 295, 297, 298, 299, 300, 302, 303, 304, 308, 309, 310, 311, 312, 315, 321, 322, 324, 325, 326, 327, 329, 330, 334, 335, 340, 343, 344, 345, 346, 348, 351, 355, 359, 361, 26 Promotional Turn 4

27 Ready to Drink - Party Zone Block Pile Continued 362, 365, 366, 367, 370, 371, 372, 373, 375, 377, 378, 379, 380, 381, 382, 383, 385, 386, 388, 390, 392, 393, 394, 397, 398, 399, 400, 402, 404, 405, 407, 408, 409, 410, 412, 416, 417, 418, 421, 422, 425, 427, 428, 430, 431, 432, 434, 435, 436, 437, 438, 441, 443, 444, 445, 446, 448, 449, 451, 452, 453, 454, 456, 457, 458, 461, 462, 464, 465, 470, 471, 473, 475, 481, 484, 485, 486, 487, 488, 489, 490, 494, 495, 497, 499, 501, 505, 507, 509, 510, 511, 517, 518, 519, 521, 522, 523, 527, 528, 529, 531, 533, 534, 536, 539, 540, 542, 543, 544, 545, 546, 549, 550, 553, 555, 556, 558, 559, 562, 563, 564, 565, 566, 568, 569, 571, 572, 573, 575, 576, 578, 581, 584, 586, 587, 589, 590, 591, 593, 596, 598, 599, 601, 602, 603, 605, 616, 617, 618, 619, 623, 624, 629, 630, 631, 632, 634, 635, 637, 638, 641, 698, 700, 702, 703, 771, 776 Merchandising Instructions Build one block pile with all six of the participating products in a high traffic area of the store. PRODUCT #1 2 Cases Wide (min) 7 Cases High (max) PRODUCT #4 2 Cases Wide (min) 7 Cases High (max) PRODUCT #2 2 Cases Wide (min) 7 Cases High (max) PRODUCT #5 2 Cases Wide (min) 7 Cases High (max) PRODUCT #3 2 Cases Wide (min) 7 Cases High (max) POLE TOP SIGN POLE TOP SIGN POLE TOP SIGN PRODUCT #6 2 Cases Wide (min) 7 Cases High (max) The block pile should consist of two cases of each product (minimum), stacked seven cases high. Do not build too close to other sold space displays (Hero, Pod,etc.). Use Poles and the supplied Pole Top signs (re-order# ) on the Block Pile displays. Use the Pricer Cards (re-order# ) supplied to communicate the price of the products. Use the Shelf Talkers (re-order# ) provided if the products are also merchandised on-shelf or in the store s fridge. Re-ordering Components Please call the to re-order the signs. Marketing & Product Guide - I Love Canada 27

28 Ready to Drink - Party Zone Block Pile Continued Component Where to install sign Re-order Code Images Pole Top Signs Summer Sold Block Pile Pricer Cards Summer Sold Block Pile Shelf Talkers Summer Sold Block Pile Cut case display On block pile display On shelf in section Promotional Turn 4

29 Summer Wine Program Start date: May 27, 2012 Take down: September 15, 2012 Sign Package re-order# Participating Stores: 1, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 18, 19, 20, 21, 22, 23, 25, 26, 27, 31, 34, 35, 36, 37, 38, 39, 40, 44, 45, 48, 55, 57, 59, 60, 61, 62, 65, 68, 70, 72, 77, 79, 82, 83, 84, 85, 95, 101, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 154, 155, 156, 163, 164, 167, 168, 171, 175, 179, 182, 185, 187, 188, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 218, 226, 227, 228, 229, 233, 234, 237, 242, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 295, 298, 300, 310, 311, 321, 324, 325, 326, 329, 334, 340, 344, 346, 351, 353, 355, 356, 359, 360, 361, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 398, 400, 404, 407, 411, 412, 415, 416, 417, 425, 426, 428, 431, 432, 434, 437, 438, 443, 445, 452, 453, 454, 456, 457, 459, 461, 465, 467, 470, 481, 483, 485, 486, 490, 494, 495, 497, 499, 501, 505, 511, 518, 521, 522, 523, 528, 532, 533, 534, 537, 540, 542, 544, 545, 546, 549, 553, 555, 556, 559, 563, 566, 568, 569, 572, 573, 575, 579, 587, 589, 590, 593, 602, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 637, 638, 641, 677, 698, 700, 702, 703, 771, 776

30 Summer Wine Program Overview: The summer wine program will promote a single SKU in select stores throughout the summer from PT3-PT6. Key Dates Start Date: May 27, 2012 Takedown: September 15, 2012 Participating Product LCBO# Description Size (ml) Veramonte Sauvignon Blanc 750 ml Components Re-order#: Discretionary End Backer Card x 1 piece Pre-Printed Branded Shelf Talker x 1 piece Merchandising Instructions Participating Stores will be force-allocated two or three cases of the featured product. Continue to display on a Discretionary End Aisle with the featured product. Please order sufficient inventory of the featured product to build and maintain a full display. Use the Backer Cards and pre-printed Shelf Talkers on the display. Display the pre-printed Shelf Talkers in front of the featured product in-section if the store already lists the product. 30 Promotional Turn 4

31 Ready to Drink Mini Thematic & Cross Promotion New BIG flavour, BIG new line-up of products The product section of the Promotional Fixture is sold to the trade. Products participating in the Mini-Thematic program are promoted on the Promotional Fixture. If the featured products are not listed: Store managers are strongly encouraged to order and merchandise participating products on the Promotional Fixture. Products brought in for the promotion should not be merchandised in-section. Products are not force-allocated. The 1-in/1-out rule does not apply on the Promotional Fixture.

32 Mini Thematic Promotional Fixture Key Dates Install: June 24, 2012 Takedown: July 21, 2012 Program Overview This Mini Thematic supports the launch of this summer s hottest new flavours in Readyto-Drink (RTD). This promotion does not have an in-store brochure, but will be supported on the Promotional Fixture and with a set of in-store Cross Promotional shelf talkers. Participating Stores Promo Fixture Stores: 1, 5, 6, 11, 14, 15, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 34, 35, 36, 38, 40, 44, 50, 57, 59, 60, 61, 62, 63, 64, 65, 68, 72, 79, 80, 83, 90, 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, 212, 214, 217, 218, 226, 228, 234, 237, 242, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 287, 288, 295, 298, 300, 311, 320, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 402, 404, 407, 408, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 518, 521, 522, 523, 528, 534, 536, 540, 542, 544, 545, 546, 549, 553, 555, 556, 559, 564, 566, 568, 569, 572, 573, 575, 579, 584, 586, 587, 590, 593, 601, 602, 605, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 638, 641, 643, 698, 700, 702, 703, 771, 776 Please note that additional stores, other than those stores that currently participate in the Promotional Fixture program, will receive Cross Promotional shelf talkers. Please refer to the list below for a breakdown of the stores that will receive the Cross Promotional shelf talkers. Cross Promotional Stores: 1, 5, 6, 8, 9, 10, 11, 14, 15, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 31, 34, 35, 36, 38, 39, 40, 42, 43, 44, 45, 46, 47, 48, 49, 50, 52, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 69, 70, 72, 73, 74, 77, 78, 79, 80, 82, 83, 84, 85, 86, 87, 89, 90, 91, 93, 94, 95, 97, 98, 99, 101, 102, 103, 104, 106, 107, 108, 109, 110, 113, 114, 115, 116, 122, 123, 125, 126, 127, 128, 130, 132, 133, 136, 137, 139, 140, 141, 143, 144, 145, 148, 149, 151, 152, 153, 154, 155, 156, 157, 158, 160, 164, 165, 166, 168, 169, 171, 173, 174, 175, 176, 179, 181, 182, 184, 185, 186, 187, 188, 190, 191, 192, 193, 194, 195, 196, 198, 199, 200, 201, 202, 205, 207, 209, 210, 211, 212, 213, 214, 217, 218, 220, 222, 223, 32 Promotional Turn 4

33 Mini Thematic Promotional Fixture Continued 224, 225, 226, 228, 229, 230, 231, 232, 234, 236, 237, 238, 239, 240, 242, 243, 244, 248, 249, 250, 252, 253, 255, 256, 258, 262, 263, 265, 266, 267, 269, 270, 271, 275, 276, 277, 278, 279, 284, 286, 287, 288, 292, 295, 297, 298, 299, 300, 302, 303, 304, 308, 309, 310, 311, 312, 315, 320, 321, 322, 324, 325, 326, 327, 329, 330, 334, 335, 340, 343, 344, 345, 346, 348, 351, 353, 355, 359, 360, 361, 362, 365, 366, 367, 370, 371, 372, 373, 375, 377, 378, 379, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 399, 400, 402, 404, 405, 407, 408, 409, 410, 412, 416, 417, 418, 421, 422, 425, 426, 427, 428, 430, 431, 432, 434, 435, 437, 438, 441, 443, 444, 445, 446, 448, 449, 451, 452, 453, 454, 456, 457, 458, 459, 461, 462, 464, 465, 470, 471, 473, 475, 481, 484, 485, 486, 487, 488, 489, 490, 491, 494, 495, 497, 499, 501, 505, 507, 509, 510, 511, 517, 518, 519, 521, 522, 523, 527, 528, 529, 531, 533, 534, 536, 539, 540, 542, 543, 544, 545, 546, 549, 550, 553, 555, 556, 558, 559, 562, 563, 564, 565, 566, 568, 569, 572, 573, 575, 576, 578, 579, 581, 582, 584, 586, 587, 589, 590, 591, 593, 596, 598, 599, 601, 602, 603, 605, 616, 617, 618, 619, 623, 624, 629, 630, 631, 632, 634, 635, 637, 638, 641, 643, 698, 700, 702, 703, 771, 776 Promotional Fixture Overview The PT4 Promotional Fixture will feature 9 of Summer s NEW Ready to Drink (RTD) flavours. Additional to the pre-printed Shelf Talkers, stores will receive pre-printed hot buttons to display on this fixture. These buttons will allow customers access to additional product information and a full list of the Summer RTD products through their mobile devices in stores or by visiting NOTE: In this instance, customers are permitted to used their smart phones in-store. Marketing & Product Guide - I Love Canada 33

34 Mini Thematic Promotional Fixture Promo Fixture Components 1. Promo fixture sign New Summer Flavours English/French (Short Sign Re-order: DGN # / Long Sign Re-order: DGN # ) 2. Promo fixture product shelf talkers (9 versions); English/French (Re-order: DMS ) 3. Promo fixture Hot Buttons (1 version 6 per bundle); English/French (Re-order: DMS ) Promo Fixture Merchandising Instructions Insert the New Summer Flavours category sign into the sign band on the fixture. Install the pre-printed product Shelf Talkers in front of the participating products on the promo fixture. Install 2 of the pre-printed Hot Buttons on each shelf of the promo fixture (6 buttons total per fixture). Participating Products LCBO# Description Format Woody's Pink Grapefruit 1000 ml Woody's Cocktails 4 x 275 ml Vnc Cocktails Pacific Mai Tai 750 ml Canada Cooler Rockaberry 4 x 330 ml Canada Cooler Tropikiwi 4 x 330 ml Canadian Club Ginger Ale 6 x 355 ml Bacardi Breezer Spritzer Lemonade 4 x 330 ml Bacardi Breezer 100 Cal Tropical Orange Smoothie 4 x 330 ml Puckering Punch 473 ml 34 Promotional Turn 4

35 Mini Thematic Program Cross Promotion Cross Promotion Overview To encourage multiple product purchases, 8 of the Summer s NEW RTD flavours are to be featured in your store. You will receive a set of 8 Shelf Talkers to be merchandised in-section. Please merchandise these shelf talkers in front of the assigned products. Cross Promotional Component 1. Cross Promotion Shelf talkers (8 per bundle) (Re-order DMS ) Cross Promotional Merchandising Instructions Install the 8 pre-printed shelf talkers in front of the corresponding assigned products in-section as listed below: LCBO# Description Format LCBO# Description Format Smirnoff Mixed Drinks - 4 x 330 ml 67 Smirnoff Vodka 750 ml Orange Screwdriver Crabbies 500 ml Heineken Lager 500 ml Original Alcoholic Ginger Beer Naked Grape 4 x 330 ml Naked Grape Shiraz 750 ml Spritzer Sangria Canadian Club & Ginger Ale 6 x 355 ml Molson Canadian 6 Pk-C 6 x 355 ml Rockstar + Vodka 473 ml Corona Extra+ 473 ml Electro Lemonade Mike s Hard Black Cherry 4 x 330 ml Budweiser 6 Pk-C 6 x 355 ml Bacardi Oakheart & Cola 473 ml Bacardi Oakheart Spiced Rum 750 ml Seagram Iced Lemon Tea 4 x 330 ml Coors Light 6 Pk-C 6 x 355 ml Marketing & Product Guide - I Love Canada 35

36 Promotional Fixture Featured Gifts Canada Day A red galvanized beverage pail with a Maple Leaf - perfect for Canada Day gift giving!

37 Promotional Fixture Featured Gifts - Canada Day Gift Components During PT4 we will be highlighting a Maple Leaf Pail and Maple Leaf Fabric Bags. LCBO# Description Price Maple Leaf Pail $6.95 each Canada Day Wrap Kits $3.50 each Maple Leaf Fabric Bags $5.95 each (available in 3 assorted styles) Note: All items are packed in cases of 12 units. Participating Stores 227 gifting stores 1, 5, 6, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 34, 35, 36, 38, 40, 44, 50, 57, 58, 60, 61, 62, 63, 64, 65, 68, 72, 79, 80, 82, 83, 90, 93, 95, 97, 101, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 166, 168, 171, 175, 179, 182, 183, 185, 186, 187, 190, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 218, 221, 226, 228, 237, 242, 243, 244, 249, 252, 253, 255, 263, 265, 269, 278, 287, 288, 295, 298, 300, 311, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 353, 355, 359, 360, 361, 362, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 402, 404, 407, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 459, 465, 469, 470, 481, 484, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 518, 521, 522, 523, 528, 534, 536, 540, 542, 544, 545, 546, 549, 553, 555, 556, 559, 566, 569, 572, 573, 575, 579, 584, 586, 587, 590, 593, 601, 602, 605, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 638, 641, 643, 698, 700, 702, 703, 771, 776 ADVERTISING Featured in the Canada Day Summer FSI. Merchandising Instructions - Promotional Fixture Promotional Fixture End - Top Shelf Merchandise the Maple Leaf Fabric Bags on the top shelf of the Promotional Fixture End. Remove 1-2 of each bag versions from their packaging and display them with the featured Canada Day FSI products. The balance of the bags must be merchandised in the Acrylic Fabric Bag Holder. 38 Promotional Turn 4

38 Promotional Fixture Featured Gifts - Canada Day Promotional Fixture End - Middle And Bottom Shelf Merchandise the assembled Maple Leaf Pails on the middle and bottom shelves. All pails should be pre wrapped with product featured in the Canada Day FSI. When the Maple Leaf Pails sell down, merchandise gifts alongside with the Year-Round Boxes (LCBO # One-Bottle Box and #LCBO Two-Bottle Box). Participating Products Display the Maple Leaf Pail with products that are highlighted in the Canada Day Summer FSI. Ensure the Maple Leaf Pails are pre-wrapped with product. These Pails should not be sold without product. As an alternative option, display the gifting items with Canadian products that best suit your stores demographics and/or per Store Manager s discretion. Beer and Cider LCBO# Description Size (ml) Labatt Blue Moosehead Lager Rickard's Red Rickard's Original White Rickard's Blonde 473 Ontario Craft Beer LCBO# Description Size (ml) Great Lakes Crazy Canuck Pale Ale Amsterdam Oranje Weisse Steam Whistle Pilsner 6 Pack Muskoka Mad Tom IPA 6 Pack Rickard's Blonde 473 Spirits LCBO# Description Size (ml) Collingwood Wiser's De Luxe Gibson's Finest 100th Grey Cup Limited Edition Maple Finish 750 Marketing & Product Guide - I Love Canada 39

39 Promotional Fixture Featured Gifts - Canada Day Ready to Drink LCBO# Description Size (ml) Canadian Club & Ginger Ale 6 x Mott's Clamato Caesar Original 4 x 355 New World and Ontario Wines LCBO# Description Size (ml) Osoyoos Larose Petales D'Osoyoos Konzelmann Canada White VQA Dan Aykroyd Merlot VQA Pelee Island Lighthouse Chardonnay VQA Crush White VQA G. Marquis The Red Line Merlot VQA G. Marquis The Red Line Riesling VQA House Wine Co. Vidal Moscato VQA Trius Riesling VQA 750 Vintages LCBO# Description Size (ml) (V) Lakeview Cellars Vidal Icewine VQA (V) Osoyoos Larose Le Grand Vin (Vincor Int'L) 750 White Spirits LCBO# Description Size (ml) Polar Ice Vodka Tag No. 5 Vodka Iceberg Vodka 750 Preparation Guidelines We recommend making 12 gifts at a time as there is enough material in each Canada Day Wrap Kit to prepare 12 vessels. If you run out of the Canada Day Wrap Kits, order the Year Round Wrap Kit LCBO from your supplying warehouse. Ensure you use a Generic Gift Tag to itemize the components and products in the pre wrapped vessel. 40 Promotional Turn 4

40 Promotional Fixture Featured Gifts - Canada Day Include on the Generic Gift Tags, using the Corporate Gift Tag template (available from Central Supply re-order ): Product Name(s) Product LCBO#(s) Product Price(s) Vessel LCBO# Vessel Price Wrap Kit LCBO# Wrap Kit Charge ($3.50) Total Price Featured Gift Signs and re-ordering Item Description Re-order# Where to install Featured Gift Promo Promo Fixture Sign Band Fixture Sign Gift Tags DMS On pre-wrapped vessels Shelf Talkers (2 Versions) Shipping DMS On shelf in front of bags & vessels Gifting items and signs will be shipped out to the participating stores 1 week prior to PT4 start date. Marketing & Product Guide - I Love Canada 41

41 Promotional Fixture Featured Gifts - Summer 95 Bags Components LCBO# Description Price Summer 95cent Bag $0.95 each *Bags are case packed in 100 (50 units per design) Participating Stores All stores will receive 1 (one) case of the Summer 95 Bags. Additional inventory will be available for re-ordering from supplying warehouse. Advertising n/a Merchandising Instructions Bags are to be merchandised at the cash ends in the Metal 95 Bag Holder. Select stores that have the Metal 95 Bag Holders on End Aisles should merchandise the Summer 95 bags in both areas of the stores; at Cash Ends and on End Aisles. Signs and Re-Ordering 95 Bag Hot Button signs will be supplied to support the Summer 95 Bag. They are to be affixed onto the 95 Bag Clip Holder and attached onto the Metal 95 Bag Holder. Item Description Re-order# 95c Bag Hot Button DMS Bag Clip NlHK Promotional Turn 4

42 Special Promotions Fixtures Re-order #BAM001 (Bilingual) Re-order #BAM002 (Bilingual) Re-order # Re-order #

43 Special Promotions Fixtures Previously Mixed Drink Fixture 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 Re-order # Posters - 22 x 39.5 (English over Bilingual) Drum Signs - 48 x 6 3/8 (English over Bilingual) Roll of blue Bin Ticket Strip (REUSE EXISTING BLUE STRIP) Fixture #2 Shari s Pick Pretty and Pink! Components BAM001 BAM002 BAM003 Description Component Re-order # Pretty and Pink! Special Promotions Fixture: Posters - 22 x Pretty and Pink! Special Promotions Fixture: Drum Signs - 48 x 6 3/ Key Dates Install: June 24, 2012 Takedown: July 21, 2012 Participating Products Malivoire Ladybug Rosé 2011 VQA Vintages # ml * A Vintages Essential Installation Install the new poster and drum signs. Order enough inventory of featured product to maintain the display through PT4. 44 Promotional Turn 4

44 Exterior Springer Sign Social Responsibility Kid PT4 Exterior Springer Sign

45 Exterior Springer Sign Key Dates Install: June 24, 2012 Takedown: July 21, 2012 Participating Stores All Stores. Components and Re-ordering Social Responsibility Kid Exterior Springer Sign (English/French) Re-order# Merchandising Instructions PT4 Exterior Springer Sign Remove the Check 25 sign. Install the Social Responsibility Kid sign. Stores with an LCBO-owned parking lot will receive two signs. One sign is for the entrance of the parking lot or at the store manager s discretion; the other one is to be placed near the store entrance. All remaining stores will receive one sign to be placed near the entrance. NOTE: Please ensure the sign placement does not pose a potential health and safety risk. 46 Promotional Turn 4

46 Shopping Cart Signs Please ensure the PT4 Shopping Cart Frame Signs are installed by the start of the Promotion. Participation is mandatory for the following designated stores. 1, 10, 15, 17, 21, 22, 23, 24, 26, 31, 34, 35, 36, 38, 39, 44, 45, 48, 57, 58, 59, 61, 62, 64, 65, 70, 71, 74, 77, 79, 82, 83, 84, 93, 95, 101, 102, 106, 115, 125, 130, 132, 140, 145, 148, 154, 156, 163, 164, 166, 167, 168, 171, 187, 190, 191, 195, 198, 210, 211, 212, 214, 216, 217, 218, 226, 229, 233, 234, 237, 243, 244, 252, 253, 260, 265, 270, 287, 288, 300, 311, 312, 325, 326, 329, 340, 344, 345, 346, 353, 355, 359, 360, 361, 365, 367, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 399, 407, 412, 417, 432, 437, 438, 444, 445, 446, 452, 453, 454, 456, 459, 465, 467, 481, 486, 491, 495, 497, 499, 502, 507, 511, 518, 521, 522, 523, 536, 540, 542, 544, 546, 549, 555, 556, 559, 566, 569, 572, 573, 575, 579, 590, 593, 601, 605, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 641, 643, 698, 702, 703, 771, 776

47 Shopping Cart Signs Overview 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. Participating Product: Thematic Sign (Sold to the Trade) Install the Thematic Sign inside the frame of the Shopping Carts. Bacardi Arctic Grape Re-order DMS Start Date: June 24, 2012 Takedown: July 21, 2012 Celebrate Responsibly (Social Responsibility) Install sign in the frame on the outside of the Shopping Carts. Re-order# DMS Start Date: June 24, 2012 Takedown: July 21, 2012 Merchandising Instructions Thematic Sign Social Responsibility Sign Please be ready to show your I.D. signs and recycle. Install the new PT4 Barcardi Arctic Grape sign on the inside frame of the cart. Install the new PT4 Celebrate Responsibly sign on the outside frame of the cart. 48 Promotional Turn 4

48 golocal Ontario Wines VQA FSI Fixture Ontario Superstars Ontario Popular Pick

49 golocal FSI Fixture Program Overview The display must be maintained for the duration of PT4. Participating Products LCBO# Description Size (ml) Sandbanks Estate Shoreline White VQA Steven & Chris Trend Merlot -Cabernet VQA Southbrook Connect Organic White VQA Sibling Rivalry Pink VQA 750 Note: The products are on the fixture for PT3 & PT4. Key Dates The products are on the fixture for PT3 & PT4. Takedown: July 21, 2012 Components 1. Merchandise the four participating products on the top shelf of the VQA gondola retro-fitted fixture 2. Install the golocal Centre sign on the retro-fitted end. 3. Install the golocal Category signs in the side bands on either side of the Centre Sign. 4. Install the pre-printed Shelf Talker in front of each participating product in its regular shelf location. There are no recipe cards for this period. Please save the recipe card holders for future use on this fixture. Re-ordering golocal Sign Kit - Re-order# VQA golocal Category Signs x 2 per kit VQA cube Centre Sign x 1 per kit Shelf Talkers 6 W x 3 H bundles of 4 x 2 per kit VQA golocal Category Bilingual Shelf Talker VQA Cube Centre Sign English Shelf Talker 50 Promotional Turn 4

50 Ontario Superstars Key Dates Install: June 24, Takedown: July 21, 2012 Henry of Pelham Pinot Grigio VQA LCBO# ml $14.95 Bright and sunny, this refreshing white bursts with peach and lemon flavours. It makes a lively sipping wine and is stunning with shrimp, light pastas or turkey dishes. Fresh Rosé VQA LCBO# ml $11.95 A perfect summer sipper! This wine has sweet berry flavours with a crisp finish, and is delicious with stuffed chicken, light shrimp dishes, or enjoyed on its own. Component Where to install sign Re-order Code Superstars Kit Cut case display at (Kit A) Includes: VQA Cube Full kit: Backer Cards x 2, Shelf Talkers, Pricer Cards Kit A Kit B Kit C (Kit B) Shelf Talkers and Popular Picks Backer Cards Dimensions: 14 w x 24 h (Backer Cards) (Kit C) DMS Shelf Talkers only NOTE: we are no longer offering recipe cards in the vinyl holders. Backer Cards have a QR code and URL to drive customers to lcbo.com/superstars to retrieve the recipes. Marketing & Product Guide - I Love Canada 51

51 Ontario Popular Pick Popular Pick Sundance Pink Lemonade LCBO# ml A sophisticated yet fun and casual wine, it s blended with natural fruit flavours of pink lemonade and grapefruit that delivers a refreshing taste. Serve chilled on the patio with snacks. LIMITED TIME OFFER Valid until July 22, 2012 Was: $6.95 Save: $1.00 Now: $5.95 Component Where to install sign Re-order Code Popular Pick Kit Cut case display in Ontario Section (Kit B) Includes: Shelf Talkers and Popular Kit B Pick Backer Card Dimensions: 14 w x 24 h (Backer Cards) 52 Promotional Turn 4

52 Beer Program Ontario Craft Beer End Aisle Brewery Spotlight: Tree Brewing Co. Craft Beer Program Ontario Craft Beer (Quarterly Program)

53 Ontario Craft Beer End Aisle Program Details The Ontario Craft Beer End Aisle is a year-round program. Implementation is mandatory for all participating stores. Direct any inquiries about the fixtures to the Beer and Cider department at Key Dates Install Date: June 24, 2012 Take Down: July 21, 2012 Components Pre-Printed Pricer Cards (ENG) DMS Pre-Printed Pricer Cards (FRE) DMS End Aisle Backer Card (same) OCBEA01 Participating Products LCBO# Brand Price Size (ml) Brewery Distributor Code Oranje Weisse $ Amsterdam Red Leaf Lager $ Great Lakes Pale Ale $ Lake of Bays 8958 Participating Stores OCB End Aisle Backer Card Re-order # OCBEA01 1, 2, 3, 4, 5, 6, 7, 8, 10, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 25, 31, 35, 36, 38, 40, 45, 58, 65, 80, 90, 95, 102, 106, 115, 130, 143, 143, 148, 149, 154, 163, 164, 167, 171, 175, 185, 187, 195, 198, 210, 212, 214, 217, 226, 228, 242, 243, 253, 270, 279, 287, 288, 295, 298, 300, 311, 313, 325, 326, 329, 334, 344, 346, 355, 359, 360, 361, 368, 371, 378, 383, 384, 385, 386, 387, 390, 393, 394, 397, 398, 407, 411, 412, 416, 417, 420, 425, 427, 428, 431, 432, 437, 438, 445, 452, 457, 459, 481, 483, 486, 491, 494, 495, 497, 499, 505, 511, 516, 523, 528, 532, 534, 536, 542, 544, 545, 549, 555, 556, 566, 568, 572, 573, 575, 579, 590, 614, 617, 619, 623, 624, 629, 630, 631, 632, 634, 638, 639, 641, 642, 643, 677, 698, 703, Promotional Turn 4

54 Brewery Spotlight: Tree Brewing Co. NO CHANGE Key Date Start Date: May 27, 2012 Take Down: September 15, 2012 Components Pre-Printed Shelf Talkers (English) DMS OCB013 Pre-Printed Shelf Talkers (French) DMS OCB014 Note: FLS designated stores should display both French and English versions of the product shelf talkers. Participating Products Brewery LCBO# Description Size (ml) Price Tree Brewing Co. Participating Stores OCB Shelf Talker Re-order # OCB Raspberry Porter 650 $ Hefeweizen 650 $ Captivator Doppelbock 650 $ Hophead Black IPA 650 $ Hophead Double IPA 650 $5.40 1, 5, 10, 15, 17, 18, 31, 38, 40, 115, 164, 187, 212, 217, 243, 334, 393, 417, 445, 486, 457, 495, 499, 511, 568, 623, 624, 630 Marketing & Product Guide - I Love Canada 55

55 Craft Beer Program NO CHANGE Formerly known as the Premium/Specialty Beer Program Key Dates Start Date: May 27, 2012 Take Down: September 15, 2012 Components Pre-Printed Shelf Talkers (ENG) DMS OCB012 Pre-Printed Shelf Talkers (FRE) DMS OCB011 NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. Participating Products Item# Product Name Size (ml) Price Country Thornbridge Kipling South Pacific Pale Ale 500 $4.75 United Kingdom Schneider Nelson Sauvin 750 $8.95 Germany Rosée D'hibiscus 1364 $11.85 Canada Weihenstephaner Kristallweissbier 500 $3.10 Germany Phillips Ginger Beer 650 $5.15 Canada Ayinger Brau-Weisse 500 $3.45 Germany Celt Golden Crafted Ale 500 $3.45 United Kingdom Fuller's Organic Honey Dew 500 $3.25 United Kingdom Brewdog Punk Ipa 330 $2.75 United Kingdom New Morning 330 $3.95 Italy Lindeman's Cuvee Rene 355 $6.45 Belgium Shipyard Smashed Blueberry 624 $7.95 United States Schneider Hopfen Weisse 500 $3.25 Germany 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, 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, Promotional Turn 4

56 Ontario Craft Beer (Quarterly Program) Formerly known as the Ontario Craft Beer Fixture NO CHANGE Signage Components Pre-Printed Shelf Talkers (ENG) DMS OCB008 Pre-Printed Shelf Talkers (FRE) DMS - OCB009 Key Dates Start Date: May 27, 2012 Take Down: September 15, 2012 Participating stores 1, 2, 3, 4, 6, 9, 11, 14, 20, 21, 25, 31, 35, 36, 37, 38, 40, 60, 95, 106, 130, 156, 163, 171, 185, 200, 209, 212, 214, 217, 243, 288, 298, 300, 329, 346, 360, 367, 371, 373, 378, 385, 393, 407, 411, 420, 432, 437, 438, 452, 457, 485, 499, 522, 528, 532, 544, 545, 549, 553, 568, 572, 573, 575, 579, 624, 629, 630, 700, 702, 742, 771, 776 NOTE: FLS designated stores need to display both French and English versions of the product shelf talkers. Participating Products LCBO# Brand Price Size (ml) Brewery Distributor Code Amsterdam Entertainer Pack $ x 473 Amsterdam Headstock IPA $ Better Bitters Lake of Bays IPA $ Lake of Bays Hoptical Illusion $ x 355 Flying Monkeys 6309 Marketing & Product Guide - I Love Canada 57

57 NEW LCBO Pocket Guide Pocket Guide - Beer Pocket Guide - Spirits NEW

58 NEW LCBO Pocket Guide Beer All Summer Long Program Details The new Beer Pocket Guide will educate customers about beer styles that are best suited to the summer season: Pale Ales, Pilsners, and Wheat Beers. The guide will provide customers with a tool that can be used to navigate the beer category. Key Dates Install: June 30, 2012 Note that this guide will ship during the first week of PT4, after the thematic signage components. Take down: September 15, 2012 Merchandising Instructions Merchandise the Beer Pocket Guides in the in-section wire baskets in a prominent location within your Beer section. Re-stock as needed through to the end of PT6. Components In-store brochure, English only: In-section wire brochure holder re-order# Participating Stores 1, 2, 3, 4, 5, 6, 7, 8, 10, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 25, 31, 35, 36, 38, 40, 45, 58, 65, 80, 90, 95, 102, 106, 115, 130, 143, 143, 148, 149, 154, 163, 164, 167, 171, 175, 185, 187, 195, 198, 210, 212, 214, 217, 226, 228, 242, 243, 253, 270, 279, 287, 288, 295, 298, 300, 311, 313, 325, 326, 329, 334, 344, 346, 355, 359, 360, 361, 368, 371, 378, 383, 384, 385, 386, 387, 390, 393, 394, 397, 398, 407, 411, 412, 416, 417, 420, 425, 427, 428, 431, 432, 437, 438, 445, 452, 457, 459, 481, 483, 486, 491, 494, 495, 497, 499, 505, 511, 516, 523, 528, 532, 534, 536, 542, 544, 545, 549, 555, 556, 566, 568, 572, 573, 575, 579, 590, 614, 617, 619, 623, 624, 629, 630, 631, 632, 634, 638, 639, 641, 642, 643, 677, 698, 703, Promotional Turn 4

59 NEW LCBO Pocket Guide Spirits All Summer Long Program Details The new Spirits Pocket Guide will educate customers about new trends and what is hot for spirits this summer and help them shop the spirits section to find new favourites. Key Dates Install: June 30, 2012 Note that stores will receive the brochures in two shipments. The first shipment will be sent at the beginning of PT4 and the second will ship halfway through PT5. Stores that do not receive their shipments or run out before the second shipment can re-order as needed through to the end of PT6. Take down: September 15, 2012 Merchandising Instructions The Spirits In-section Guide will be shipping to the top spirits stores and they will need to be merchandised in the spirits Participating Stores section using the In-section brochure basket shelf merchandisers during PT4, PT5 & PT6. The basket brochure holders can be ordered through Central Supply In-section brochure re-order # Re-stock wire baskets as needed through to the end of PT6. Components In-store brochure, English only: In-section wire brochure holder re-order# , 3, 5, 10, 15, 19, 20, 21, 22, 23, 25, 26, 27, 31, 34, 35, 36, 38, 40, 44, 45, 57, 58, 59, 60, 62, 64, 65, 68, 82, 95, 106, 115, 130, 140, 143, 148, 149, 154, 156, 163, 164, 167, 171, 175, 182, 185, 187, 195, 198, 200, 201, 207, 212, 214, 217, 226, 228, 233, 242, 243, 248, 249, 252, 253, 263, 265, 269, 287, 288, 295, 298, 300, 311, 325, 326, 329, 334, 344, 346, 355, 360, 361, 362, 367, 371, 373, 378, 385, 387, 388, 389, 390, 393, 398, 407, 412, 416, 417, 425, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 459, 465, 470, 481, 490, 494, 495, 499, 501, 505, 511, 522, 523, 528, 534, 536, 542, 544, 545, 549, 555, 556, 566, 568, 572, 573, 575, 579, 586, 587, 590, 602, 616, 617, 619, 623, 624, 630, 631, 632, 702, 703, 771, 776, 14, 17, 18, 55, 63, 72, 73, 74, 80, 93, 97, 101, 102, 132, 145, 153, 155, 179, 209, 216, 218, 278, 340, 351, 353, 359, 381, 383, 392, 404, 408, 458, 485, 497, 518, 540, 546, 559, 569, 584, 593, 601, 618, 629, 643, 698, 700 Marketing & Product Guide - I Love Canada 61

60 Vintages Superstars Program NEW

61 Vintages Superstars Program Overview Effective PT4 2012, the Vintage s Love s basket program will be converting to the Vintage s Superstar program. There will be three Ontario Superstars per period: two LCBO wines and one Vintage s Essential. There are three main objectives for this conversion: 1. Simplify programs and create stronger customer engagement with Ontario wines. 2. Capitalize on the success of the Ontario Superstar program. Last year, this program generated an average uplift of 186% per product per Period! 3. Increase the visibility of Vintage s Ontario Essentials. The Vintage s Superstar (VSS) program will continue to be merchandised in a basket outside of the Vintage s area and within/near the LCBO Ontario VQA wines section. Regional Directors have approved an increase in the number of stores. 125 stores are now on the full Vintage s Superstar basket program with 112 stores supported with Shelf Talkers in section. 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. For product and merchandising questions, please call: Tamara Jakes Category Manager, Ontario Wines T: E: tamara.jakes@lcbo.com 64 Promotional Turn 4

62 Vintages Superstars Program Participating Product Megalomaniac Narcissist Riesling VQA Niagara Peninsula (MD) 750 ml Price: $17.95 Key Dates Install: June 24, 2012 Takedown: July 22, 2012 Kit 1 - to be shipped via mailbag Kit 2 to be shipped via mailbag Participating Stores ONTARIO superstar Megalomaniac Narcissist Riesling VQA Niagara Peninsula (D) 750 ml $17.95 *A Vintages Essential * Vintages Essentials are always available in Vintages at select LCBO locations. Price subject to change without notice or while supplies last. Scan here for recipe. Vintages Superstars Basket Insert Kit 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 36, 37, 44, 55, 60, 61, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 93,97, 99, 102, 124, 130, 144, 145, 154, 163, 168, 182, 188, 191, 197, 199, 200, 201, 202, 207, 214, 218, 223, 233, 237, 244, 248, 249, 260, 263, 265, 268, 269, 278, 296, 311, 324, 340, 351, 353, 354, 359, 372, 373, 381, 384, 386, 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, 532, 533, 534, 538, 547, 556, 559, 568, 589, 601, 602, 637, 677 Kit 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 38, 40, 57, 58, 95, 106, , 143, 148, 149, 156, 164, 171, 179, 185, 187, 195, 198, 209, 210, 212, 217, 226, 243, 252, 253, 255, 287, 288, 298, 300, 325, 326, 329, 333, 334, 344, 346, 355, 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, 490, 491, 494, 495, 505, 511, 512, 522, 523, 536, 542, 544, 545, 546, 549, 553, 555, 566, 569, 572, 573, 575, 579, 586, 590, 593, 605, 614, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 641, 698, 700, 702, 703, 771, Takedown: July 22, 2012 ONTARIO superstar Megalomaniac Narcissist Riesling VQA Niagara Peninsula It s a slightly off-dry, light-bodied and refreshing wine, with intense juicy fruit flavours of melon and peach. Incredibly food-friendly! Perfect with chicken salad or shellfish. $ (D) 750 ml *A Vintages Essential * Vintages Essentials are always available in Vintages at select LCBO locations. Price subject to change without notice or while supplies last. Vintages Superstars Shelf Talker Takedown: July 22, 2012 Marketing & Product Guide - I Love Canada 65

63 * Vintages Essentials Collection is always available in Vintages at select LCBO locations. Visit vintages.com. Vintages Superstars Program Advertising The product/recipe will be featured on or in a: single page ad in every issue of Food & Drink magazine, starting with the 2012 Summer issue. The ad will prominently feature the product alongside a delicious food pairing to match. The recipe will be available online only via a QR code. vintages.com under the Ontario Wines and Essentials sections. Signage and Merchandising Instructions Basket Sign Insert Merchandise 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. Take down once stock is sold out, or by July 22. Pre-printed Shelf Talker Install the pre-printed shelf talker in front of the featured product, in its on-shelf position within the Vintage s section, with a with a Miracle Stick (Central Supply #692012) or 2 shelf clip for Vintage s (hellolcbo re-order #LC1506). Take down once stock is sold out, or by July ONTARIO superstar Why you ll love it It s a slightly off-dry, light-bodied and refreshing wine. *Intense juicy fruit flavours of melon and peach. *Incredibly food-friendly! Perfect with chicken salad or shellfish. *Indian Spiced Potato and Chicken Salad Megalomanic Narcissist Riesling VQA Niagara Peninsula ml $17.95 vintages.com/superstars/19 or scan the code for recipe. A Vintages Essential * 66 Promotional Turn 4

64 Vintages Superstars Program Delivery of Woven Basket List of stores receiving new baskets to support the program: 12, 13, 17, 57, 95, 106, 148, 149, 179, 185, 195, 198, 243, 288, 300, 325, 326, 333, 344, 361, 371, 393, 394, 397, 398, 407, 411, 417, 437, 445, 457, 465, 481, 490, 494, 505, 511, 512, 522, 536, 542, 544, 545, 553, 566, 572, 614, 617, 629, 630, 631, 635, 698, 700, 702, 703 All other stores on the full program should use one of the existing merchandising baskets for this program. Stores will receive one of each of the following shipped to their store to arrive the week of June 18: Medium Woven Basket Large Metal Sign Holder Box Natural Wood Excelsior Merchandising instructions for all basket stores Once the baskets are installed, fill the majority of the basket up with empty cardboard boxes, creating a solid, secure base. Fill all the side and the top of the basket with natural wood excelsior (hellolcbo re-order # VMB005) Each basket will hold 1 case of 1000 ml / 1500 ml product or 2 cases of 750 ml product. Marketing & Product Guide - I Love Canada 67

65 The Summer 2012 issue of FOOD & DRINK is to be distributed in stores Wednesday, June 27, PLEASE DO NOT DISPLAY THE ISSUE PRIOR TO June 27, Features At a cottage or in your own backyard a summery menu that s perfect for outdoor dining. Fitting summer to a T, carbonation makes cocktails so refreshing. A regional roundup of the best food, drinks and products from across the land. Delectable street foods from around the world that you can make at home. Top Toronto barbecue restaurants divulge secrets, tips and recipes for slow smoking on the cue.

66 Food & Drink Merchandising This issue should be merchandised prominently in the magazine stands. The stands should be positioned in the selling area of the store. If your store does not have a stand, please display FOOD & DRINK at all checkouts, customer service and the Info centre. Once your supply has been depleted, please store the stand until the next issue arrives in store. Do not use the stand to display other materials. To request additional copies once your original supply has run out, please wayne.leek@lcbo.com. Your should include the following information: Store # and contact name # of additional copies and why English or French edition We will distribute the magazines equitably among all stores who request overs 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Autumn 2012 issue of FOOD & DRINK, that will be in stores on Wednesday, September 5, Signage Re-order Codes Food & Drink Header Card English/Bilingual Re-Order Code: Food & Drink A Frame Sign English over English Re-Order Code: Food & Drink A Frame Sign English over French Re-Order Code: Promotional Turn 4

67 Food & Drink Continued LCBO# Description Size (ml) MATCHMAKER MATCHES - All Matches From Stories (VE) Cloudy Bay Sauvignon Blanc 750 ml Chateau Des Charmes Brut Methode Traditionelle VQA 750 ml Creekside Sauvignon Blanc VQA 750 ml Steam Whistle Premium Pilsner 500 ml Chivite Gran Feudo Rosé 750 ml (VE) Santa Margherita Brut Valdobbiadene Prosecco Superiore 750 ml Hoegaarden 6 pk Sibling Rivalry White VQA 750 ml E & J Gallo White Zinfandel 750 ml County Cider 1 L 2253 Disaronno Originale Amaretto 750 ml Collingwood Canadian Whisky 750 ml Bacardi Breezer Pina Colada 4 pk Southbrook Framboise 375 ml Weihenstephaner Hefeweissbier 500 ml (V) Tamanohikari Omachi Junmai Daiginjo 300 ml Boneshaker IPA 6 pk (VE) Malivoire Gamay VQA 750 ml Megalomaniac Homegrown Riesling VQA 750 ml Amsterdam Natural Blonde Lager 473 ml (VE) Zenato Ripassa Valpolicella Superiore 750 ml Staff Baco Noir VQA 750 ml Chum Churum Cool Soju 360 ml Asahi Super Dry 500 ml Tio Pepe Extra Dry Fino Sherry 750 ml Trius Brut VQA 750 ml Dead Elephant Ale 473 ml De Loach Pinot Noir 750 ml Cameron s Cream Ale 6 pk Deep Purple Zinfandel Lodi 750 ml Gianduia Crema Cioccolato Gianduia E Grappa 500 ml Young s Double Chocolate Stout 500 ml Pelee Island Lighthouse Cabernet Franc VQA 750 ml Marketing & Product Guide - I Love Canada 71

68 Food & Drink Continued LCBO# Description Size (ml) (VE) Fontanafredda Briccotondo Barbera 750 ml D Arenberg The Stump Jump Lightly Wooded Chardonnay 750 ml Cave Spring Riesling VQA 750 ml Maraska Stara Sljivovica 750 ml (V) Gekkeikan Plum Wine 750 ml Basil Hayden Straight Bourbon 750 ml Graham s 20 Year Old Tawny Port 500 ml Taylor Fladgate Late Bottled Vintage Port 750 ml El Dorado Special Reserve 15 Year Old Rum 750 ml Baileys Caramel Irish Cream Liquor 750 ml Buffalo Trace 750 ml Henry of Pelham Select Late Harvest Vidal VQA 375 ml Southern Comfort 750 ml Peninsula Ridge Sauvignon Blanc VQA 750 ml Boutari Moschofilero White 750 ml Murai Family Daiginjo Sake 750 ml Relax Riesling 750 ml Matua Valley Hawke's Bay Sauvignon Blanc 750 ml (VE) Sonoma-Cutrer Russian River Ranches Chardonnay 750 ml Corona Extra 473 ml Flourish Chardonnay Viognier VQA 750 ml Cono Sur Viognier 750 ml Plowman s Ale 500 ml Aecht Schlenkerla Rauchbier 500 ml Inniskillin Late Autumn Riesling VQA 750 ml Vineland Estates Semi-Dry Riesling VQA 750 ml Eastdell Estates Rose VQA 750 ml Cave Spring Sauvignon Blanc VQA 750 ml Bottega Vino Dei Poeti Prosecco DOC 750 ml GLOBETROTTING: WHAT'S NEW Tequila Tromba Blanco 750 ml 72 Promotional Turn 4

69 Food & Drink Continued LCBO# Description Size (ml) Van Gogh Blue Triple Wheat Vodka 750 ml Voga Moscato 750 ml Union Noir Vqa 750 ml Tilia Torrontes 750 ml Ayinger Brau-Weisse 500 ml Polar Ice Raspberry Lemonade Vodka Punch 1.75 L (VE) Chanson Père & Fils Le Bourgogne Pinot Noir 750 ml (VE) Megalomaniac Narcissist Riesling 750 ml A PERFECT PAIR: ROSÉ WITH BIBB SALAD (VE) Malivoire Ladybug Rosé VQA 750 ml GRADE EH WINE & CHEESE Mission Hill Five Vineyards Sauvignon Blanc 750 ml Château des Charmes St.David's Bench Sauvignon Blanc VQA 750 ml Cave Spring Blanc de Blancs Brut VQA 750 ml Domaine Pinnacle s Ice Cider 375 ml (VE) Henry of Pelham Riesling Icewine 375 ml (VE) Stratus Red Icewine 200 ml Inniskillin Oak Aged Chardonnay VQA 750 ml Kacaba Vineyards Cabernet Merlot VQA 750 ml LET THE GAMES BEGIN Denison s Weissbier 473 ml Schneider Weisse 500 ml Hoegaarden Witbier 6 pk Muskoka Brewery Mad Tom IPA 6 pk Southern Tier India Pale Ale 6 pk Wells IPA 500 ml Pilsner Urquell 500 ml Creemore Springs Traditional Pilsner 473 ml Bitburger Premium Pilsner 500 ml MATCHMAKER: COLOUR TEST (VE) Malivoire Chardonnay VQA 750 ml TIC TOK Chardonnay 750 ml Louis Jadot Mâcon Villages Chardonnay 750 ml (VE) Conundrum 750 ml Evolution 750 ml Marketing & Product Guide - I Love Canada 73

70 Food & Drink Continued LCBO# Description Size (ml) Cono Sur Sparkling Brut 750 ml (VE) Willm Réserve Riesling 750 ml Val d'oca Prosecco Superiore 750 ml Sandbanks Estate Winery Riesling VQA 750 ml CROSS CANADA ROUND UP (V) Joseph Cattin Muscat 2010 (July 7th Release) 750 ml McAuslan s Apricot Wheat Ale 6 pk Mezcal Jaral de Berrio 750 ml (VE) Laurent-Perrier Cuvée Rosé Brut Champagne 750 ml De Loach Pinot Noir 750 ml Grasshopper Wheat Ale 6 pk Victoria Gin 750 ml El Dorado 12 Years Old rum 750 ml El Dorado 5 Years Old 750 ml Henry of Pelham Cuvée Catharine Brut Rosé VQA 750 ml Sibling Rivalry Pink VQA 750 ml Aperol 750 ml Campari 750 ml (V) Fernet Branca 500 ml Glen Breton Rare Canadian Single Malt Whisky 750 ml REMIXING RYE Crown Royal Black 750 ml Green Chartreuse 375 ml (V) Yellow Chartreuse 375 ml 6361 Alberta Springs Aged 10 Years Rye 750 ml Wiser s Legacy 750 ml SMOKE SIGNALS Smashbomb Atomic IPA 6 pk Zaco Tempranillo Rioja 750 ml Nickelbrook Green Apple Pilsner 473 ml 74 Promotional Turn 4

71 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 Showcards Power Aisle Banners Perimeter Banners 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 locations. 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 Transparencies Vendor installed, see page 11 Special Promotions Fixtures golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Mini Thematic Program Featured Gift Program FLS Y = Participating Store (2 Fixtures) Y = Participating Store Y = Participating Store Y = Participating Store Y = Participating Store (on Promo Fixture) Y = Participating Store F = LCBO stores located in FLS designated areas FF = LCBO FLS designated stores See back/inside cover for definitions

72 Participating Stores This list is included in the PT4 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 1 H 20S 45 Y Y Y Y Y Y Y F 2 6S 8 ST ST Y F 3 8P Y Y F 4 T 8P Y Y F 5 H 10P 20 Y Y Y Y Y Y Y F 6 H Y Y Y Y Y Y F 7 16S 2 16 ST ST Y FF 8 T 10S Y F 9 T ST ST Y F 10 H 20P 40 Y Y Y Y Y Y FF 11 H 8S Y Y F 12 T 8P Y F Y Y F 14 8S Y Y Y Y Y F 15 H 10P 25 Y Y Y Y Y Y Y F 16 ST Y Y F 17 H Y Y Y FF 18 H Y Y Y Y Y F 19 H 15S Y Y Y Y Y Y FF 20 H 8S Y Y F 21 H 20P 40 Y Y Y Y Y Y Y 22 H 20S Y Y Y Y 23 H 15S 30 Y Y Y Y Y FF 24 8S Y FF 25 8P Y Y Y Y Y Y 26 H 10P Y Y Y F 27 H 15S Y Y Y Y F 28 T Y Y Y 30 T ST Y 31 H 15P 30 Y Y Y Y Y Y ST ST Y F 34 H 15S Y Y Y Y F 35 H 10P Y Y Y Y Y 36 H 15S Y Y Y Y Y Y FF 37 H 8P Y Y F 38 H 15P 30 Y Y Y Y Y Y FF Y Y 40 H 20P Y Y Y Y Y Y FF 42 T ST Y 43 H 10S Y Y 44 H 10S 25 Y Y Y Y Y Y Y ST Y 47 10S Y Y ST ST Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 49 T ST ST FF 50 H 10S Y Y Y Y FF 51 ST ST 52 ST Y FF ST ST Y Y F 55 H 15S Y FF 56 T Y 57 H 15S 25 Y Y Y Y Y Y Y 58 8S Y Y Y FF 59 10S Y Y Y 60 H 10S Y Y Y Y Y Y 61 H 8S Y Y Y Y 62 H 15S Y Y Y Y 63 H 10S Y Y Y Y F 64 H 10S 30 Y Y Y Y Y 65 H 10S 25 Y Y Y Y Y 66 T ST Y FF ST Y FF 68 H 15S Y Y Y Y ST Y 70 8S ST Y Y 71 T ST ST 72 10S Y Y Y Y 73 H 8S Y Y 74 H 10S 15 Y Y Y 75 T ST Y FF ST Y FF 77 T Y Y FF ST Y FF 79 H 8S Y Y Y 80 H 10S Y Y Y 81 T ST Y FF 82 H 8S Y Y Y Y Y Y Y Y FF 84 T ST ST Y 85 H 10S Y 86 H 8S Y Y 87 T ST Y 88 T ST Y ST Y FF 90 H 10S Y Y Y Y 91 T ST Y FF 92 T ST Y F 93 H 8S Y Y 94 T ST Y 76 Promotional Turn 4

73 Participating Stores This list is included in the PT4 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 95 H 10S Y Y Y Y Y 96 T ST Y 97 10S Y Y Y Y 98 T ST Y FF ST Y FF 101 H 15S Y Y Y 102 H 10S Y Y Y Y 103 T Y FF 104 T ST Y F ST Y 106 H 15S Y Y Y Y Y 107 T ST Y 108 T ST Y FF 109 T ST Y ST Y Y 111 T ST Y ST Y FF 113 T ST Y ST Y 115 H 20P Y Y Y Y Y Y 116 T ST Y 117 T ST Y FF 118 T ST Y FF ST Y ST Y ST Y FF 122 T ST Y FF 123 T ST Y FF Y 125 H 10S Y Y Y Y FF ST Y FF ST Y 128 T ST Y F ST Y FF 130 H 10S Y Y Y Y ST Y 132 H 10S Y Y Y Y ST Y ST Y FF 135 T T ST Y ST Y ST Y 139 T ST ST 140 H 15P Y Y Y Y FF Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y ST Y 143 H 8P Y Y Y Y Y Y F 144 H 10S Y S Y Y Y Y ST Y ST Y 148 H 15P 45 Y Y Y Y Y Y Y 149 H 20P 30 Y Y Y Y Y Y F ST Y FF 152 H 10S Y 153 8S Y Y Y Y 154 H 15S Y Y Y Y Y F 155 8S Y Y Y Y 156 H 20P Y Y Y Y Y 157 T ST Y 158 T ST Y 159 T ST Y Y 161 T ST Y 162 T ST Y FF 163 H 8S Y Y F 164 H 10P Y Y Y Y Y FF 165 H 8S Y Y Y F 166 T ST Y Y 167 H 10S Y Y F 168 H 10P Y Y Y Y 169 T ST Y 170 T ST Y 171 H 20S 25 Y Y Y Y Y Y F ST Y ST Y FF 174 T ST Y S Y Y Y Y ST Y 178 T ST Y 179 H 15P Y Y Y Y Y ST Y FF Y 182 H 15P Y Y Y Y F Y Y Y F 184 T ST Y FF 185 H 15P 25 Y Y Y Y Y F 186 T 8S Y Y F 187 H 20S 40 Y Y Y Y Y Y Y Marketing & Product Guide - I Love Canada 77

74 Participating Stores This list is included in the PT4 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Superstars Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 188 H 10S Y Y Y ST Y FF 190 H 10S Y Y Y F 191 H 15S 30 Y Y Y Y Y 192 8S Y Y Y F ST Y FF 194 T ST Y Y 195 H 20S 40 Y Y Y Y Y F 196 H 8S Y Y Y Y 197 T ST Y 198 H 15S 25 Y Y Y Y Y Y F Y Y 200 H 20S 25 Y Y Y Y Y F 201 H 15S Y Y Y Y Y Y 203 Y ST Y FF 205 T ST Y 207 H 8S Y Y Y Y Y F 208 T ST Y 209 H 15S Y Y Y Y S Y Y Y Y 211 H 8S Y Y Y 212 H 15P Y Y Y Y Y Y F 213 T ST Y S Y Y Y Y Y FF 216 H 8S Y Y 217 H 20P 30 Y Y Y Y Y Y Y FF 218 H 15S Y Y Y Y Y F 219 T ST Y 220 T ST Y FF 221 T 10 1 ST ST 222 T ST Y 223 T ST Y 224 T ST Y 225 T ST Y FF 226 H 20S 30 Y Y Y Y Y Y 227 T Y 228 H 20S Y Y Y Y F 229 T ST Y ST Y 231 T ST Y 232 T ST Y 233 H 8S Y Y F S Y Y Y F Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Superstars Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 236 T ST Y FF S Y Y Y Y 238 T Y Y 239 T ST Y ST Y ST Y FF 242 H 15S Y Y Y Y F 243 H 20P Y Y Y Y Y Y FF 244 H 15S Y Y Y Y ST Y FF 246 T Y Y 247 T ST Y 248 H 15P Y Y Y 249 H 10S 20 Y Y Y Y Y F ST ST Y ST Y 252 H 20S 30 Y Y Y Y Y Y 253 H 20P 30 Y Y Y Y Y Y FF 254 T ST Y 255 H 10S Y Y Y Y Y F ST Y F ST Y 258 T 10 1 ST Y ST Y ST Y Y 261 T ST Y ST Y 263 H 15S Y Y Y Y 264 T ST Y 265 H 15S Y Y Y Y 266 T ST Y Y 267 T 10 3 ST Y Y Y 269 H 20S 25 Y Y Y Y Y F ST Y ST Y ST Y FF 273 T ST Y ST Y 275 T ST ST 276 T ST Y 277 T ST Y 278 H 8S Y Y Y Y FF Y F 78 Promotional Turn 4

75 Participating Stores This list is included in the PT4 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Superstars Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 281 T ST Y 282 T ST Y ST Y 284 T ST Y ST Y ST Y 287 H 15S Y Y Y Y FF 288 H 20P 30 Y Y Y Y Y Y Y 289 T Y ST Y 291 T ST Y FF ST Y 293 T ST Y 294 T ST Y 295 H 10P Y Y Y Y Y Y F 296 T ST Y 297 T ST Y Y 298 H 20P 30 Y Y Y Y Y Y 299 T Y 300 H 10S Y Y Y Y Y ST Y ST Y 303 T ST Y 304 T ST Y ST Y 306 T Y ST Y ST Y FF ST ST F Y Y F 311 H 10P Y Y Y Y 312 8S Y Y F Y Y 314 T ST Y ST ST 316 T ST Y 317 T ST Y 318 T ST Y ST Y ST ST Y Y F 321 H 8S Y Y F ST Y FF 323 T ST Y 324 H 8P Y Y Y Y Y FF 325 H 20S Y Y Y Y Y Y 326 H 15S 30 Y Y Y Y Y Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Superstars Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 327 T ST Y FF 328 T ST Y 329 H 20P 45 Y Y Y Y Y Y F 330 T ST Y ST Y ST Y FF 333 ST ST Y F 334 H 20S Y Y Y Y Y Y F 335 T ST Y ST Y ST Y ST Y FF ST Y 340 H 10S Y Y Y Y S Y Y Y Y 344 H 15S 30 Y Y Y Y Y 345 T 5S Y Y Y 346 H 20P 45 Y Y Y Y Y ST Y ST Y ST Y FF ST Y 351 H 10S Y Y Y Y 352 T ST Y 353 H 10P Y Y Y Y Y 355 H 20P 30 Y Y Y Y Y Y Y Y F ST ST Y 359 H 20S 40 Y Y Y Y Y FF 360 H 10P Y Y Y Y Y Y F 361 H 15S 25 Y Y Y Y Y Y F 362 H 20S Y Y Y F ST ST F 364 T ST Y 365 ST ST 366 H 10S Y Y Y F 367 H 20P 40 Y Y Y Y Y Y FF Y Y 369 T 10 4 ST Y ST Y FF 371 H 10S Y Y Y Y Y Y F 372 T ST Y 373 H 15S 20 Y Y Y Y Y Y 374 T Y ST Y FF 376 Marketing & Product Guide - I Love Canada 79

76 Participating Stores This list is included in the PT4 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 378 H 20S 45 Y Y Y Y Y 379 T ST Y 380 T ST Y 381 H 15S 30 Y Y Y Y Y 382 H 15S Y Y Y Y 383 H 15S 25 Y Y Y Y Y 384 H 8P Y Y Y Y FF 385 H 20S Y Y Y Y Y FF 386 H 15S Y Y Y Y 387 H 15S Y Y Y Y FF 388 H 10P Y Y Y Y F 389 H 15S Y Y Y Y F 390 H 15P 25 Y Y Y Y Y 392 H 10S 25 Y Y Y Y Y 393 H 20P Y Y Y Y Y FF 394 H 20S 40 Y Y Y Y Y Y F ST Y FF 397 H 15S 30 Y Y Y Y Y 398 H 20S Y Y Y Y F ST Y S Y Y Y Y FF 401 8S Y Y 402 H 10S Y Y Y Y ST ST 404 H 15S Y Y Y Y ST Y FF Y Y FF 407 H 20P 30 Y Y Y Y Y F 408 H 15S Y Y Y F ST Y ST ST 411 8P Y F 412 H 15P 25 Y Y Y Y Y Y Y F ST Y 414 T ST Y 415 H 10P Y F 416 H 20S 25 Y Y Y Y Y Y F 417 H 15P Y Y Y Y Y Y 418 T ST ST 419 T Y 420 5S 3 ST ST Y F ST Y F ST Y FF Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 424 FF 425 H 10S Y Y Y Y Y F 426 H 8S Y Y Y F 427 H 15S 30 Y Y Y Y Y 428 H 20S 40 Y Y Y Y Y F Y Y 431 H 15S Y Y Y Y FF 432 H 20S Y Y Y Y Y Y ST Y 434 H 15S Y Y Y Y ST Y FF ST ST F 437 H 10S 25 Y Y Y Y Y Y 438 H 20S 30 Y Y Y Y Y Y F ST Y 440 T ST Y ST Y FF ST Y 443 H 15P Y Y Y Y Y FF 444 H 15S 25 Y Y Y Y Y F 445 H 20S Y Y Y Y Y 446 T Y ST Y 448 T ST Y ST Y 450 T Y ST Y 452 H 15P Y Y Y Y Y Y FF P Y Y Y ST Y 455 T ST Y S Y Y Y Y 457 H 10P 20 Y Y Y Y Y Y Y F 458 H 8S Y F 459 H Y Y Y Y Y ST Y 461 T Y Y 462 T ST Y ST Y FF ST Y 465 H 15S Y Y Y Y ST Y FF 80 Promotional Turn 4

77 Participating Stores This list is included in the PT4 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 467 H 10S Y Y 468 T ST Y Y 469 5S ST Y Y 470 H 15S 30 Y Y Y Y Y FF ST Y ST Y ST Y ST Y ST Y ST Y 478 T ST Y ST Y ST Y 481 H 15P Y Y Y Y Y ST Y S 6 Y Y F Y Y F 485 H 15P 20 Y Y F P Y Y Y Y Y ST Y F ST Y FF ST Y 490 H 20S 30 Y Y Y Y Y F 491 H 15S 30 Y Y Y Y Y 492 T ST Y F ST Y 494 H 15P Y Y Y Y Y F 495 H 15S Y Y Y Y Y Y 496 T ST Y 497 H 15S 30 Y Y Y Y Y H 20P Y Y Y Y Y Y F 501 H 15S Y Y Y Y Y Y T ST Y 505 H 20P Y Y Y Y Y F ST Y FF 507 T ST Y FF 509 T ST Y Y ST Y 511 H 10S 25 Y Y Y Y Y Y Y F 512 2S 1 ST ST F Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 515 ST ST FF ST Y Y 517 T ST Y 518 H 10S Y Y Y Y F ST Y F 520 T ST Y 521 H 10P Y Y Y Y FF P 25 Y Y Y Y Y 523 H 20P 45 Y Y Y Y Y 524 T ST Y FF 526 ST ST FF 527 T ST Y 528 H 15P 30 Y Y Y Y Y Y Y F 529 T ST Y 530 T ST Y 531 T 3 4 ST Y F Y ST Y Y FF S Y Y F 534 H 10S 25 Y Y Y Y Y F ST ST 536 H 15P 25 Y Y Y Y Y ST Y 538 ST ST FF 539 T Y Y F 540 H 15S Y Y Y Y FF ST Y 542 H 20P 30 Y Y Y Y Y Y F 543 T ST Y 544 H 10S 20 Y Y Y Y Y 545 H 15S 40 Y Y Y Y Y 546 H 15S Y Y Y Y Y F 547 ST Y F ST Y 549 H 20S Y Y Y Y Y Y ST Y 552 8S Y Y FF 553 H 15P Y Y Y Y F 555 H 8S Y Y Y Y F 556 H 15P 20 Y Y Y Y Y Y Y F ST Y ST Y Marketing & Product Guide - I Love Canada 81

78 Participating Stores This list is included in the PT4 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Superstars Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 559 H 15S Y Y Y Y 560 T 5 1 ST Y 561 T 5 ST Y 562 T 1 4 ST Y 563 H 10S Y Y 564 H 8S Y Y Y F ST Y FF 566 H 20P 30 Y Y Y Y Y ST Y 568 H 8P Y Y Y Y Y FF 569 H 15S 30 Y Y Y Y Y F ST Y 571 Y Y F 572 H 10S Y Y Y F 573 H 10P Y Y Y Y Y ST Y FF 575 H 15S 25 Y Y Y Y Y Y F 576 T ST Y FF ST Y FF 578 T ST Y FF 579 H 10S Y Y Y Y Y Y 581 T ST Y Y 582 T ST Y ST ST 584 H 15S 15 Y Y Y Y Y F S Y Y Y Y Y 587 H 10S Y Y Y Y ST Y FF Y Y FF 590 H 20P Y Y Y Y Y ST Y 593 H 15P Y Y Y Y F 594 T ST Y 595 T 5 1 ST Y 596 T ST Y ST Y F 598 ST ST FF 599 T ST Y 601 H 15S Y Y Y Y F 602 H 15S Y Y Y Y Y ST Y ST Y FF 605 H 15S 30 Y Y Y Y Y ST Y Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Ontario Wine Superstars Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y ST Y T ST Y ST Y S 2 Y Y F ST Y 616 H 10S Y Y Y Y 617 H 15S Y Y Y Y 618 H 10S Y Y 619 H 20S 40 Y Y Y Y Y Y Y F Y Y ST Y 623 H 20P 25 Y Y Y Y Y Y Y 624 H 20P 45 Y Y Y Y Y Y Y FF ST Y 629 H 15S Y Y Y Y 630 H 20P 45 Y Y Y Y Y Y Y 631 H 20S Y Y Y Y Y F 632 H 20S 50 Y Y Y Y Y 634 H 15S 30 Y Y Y Y Y S Y Y Y Y 636 6S 3S 3S ST Y F S 2S 3 4 Y Y F S Y Y Y Y FF 639 9S ST Y F 641 H 20S 40 Y Y Y Y Y S 7 6 Y Y F 643 H 10S 20 Y Y Y Y Y FF 677 8S Y Y F 697 2S ST ST F 698 H 15S 30 Y Y Y Y Y F 700 H 20S 30 Y Y Y Y Y Y F 702 H 15P Y Y Y Y Y 703 H 20S 40 Y Y Y Y Y F 742 Y F 771 H 15P Y Y Y Y Y 776 H 20S 40 Y Y Y Y Y Y 82 Promotional Turn 3

79 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.

80 Display Programs Participating Products Continued Location POD#1 POD#2 LCBO# Case Conversion# Description Size (ml) Support Programs Inniskillin Dry Riesling VQA 750 LTO Inniskillin Merlot VQA 750 LTO G. Marquis The Red Line Merlot VQA 750 LTO, FSI G. Marquis The Red Line Riesling VQA 750 LTO, FSI Mill Street Original Organic Lager 6 Pk-B Amsterdam Big Wheel 6 Pk-B 2130 LTO Muskoka Mad Tom Ipa 6 Pk-B 2130 Value Add Great Lakes Red Leaf Lager 473 POD# Gibson s Finest 12 YR Old 750 LTO Hero Display Premium/ Standard Iceberg Vodka 750 BBAM Iceberg Vodka 1750 BAM Labatt 50 (TBS) 473 Value Add Labatt Blue (TBS) 473 Contest Pelee Island Lighthouse Chardonnay VQA 750 LTO, FSI House Wine Co. Vidal Moscato VQA 750 LTO, FSI Pelee Island Eco Trail Red VQA 750 LTO Vidal Icewine VQA Nia (Lakeview Cellars) Vintages Product 200 FSI Polar Ice Vodka 750 BAM Polar Ice Vodka 1140 Value Add Polar Ice Raspberry Lemonade Vodka Punch Molson Canadian 67 (TBS) 6 x 341 BAM Molson Canadian 6 (TBS) 6 x 341 Contest Sawmill Creek Dry Red 4000 LTO Pelee Island Passage French Cross Pinot Grigio Cask 4000 LTO Collingwood Premium 8 Standard Alexander Keith's Red Amber Ale (TBS) 473 BBAM Alexander Keith's Premium White Ale (TBS) 473 BBAM Alexander Keith's India Pale Ale (TBS) 473 BBAM Coyotes Run Unoaked Chardonnay VQA 750 LTO Fielding Estate Pinot Gris VQA 750 LTO Creekside Sauvignon Blanc VQA 750 BAM Bees Riesling VQA 750 BAM Konzelmann Canada White VQA 750 LTO, FSI Trius Riesling VQA 750 LTO, FSI 84 Promotional Turn 4

81 Display Programs Participating Products Continued Location 9 Premium/ Standard Premium/ Standard LCBO# Case Conversion# Description Size (ml) Support Programs Mott's Clamato Caesar Original 4 Pk-B 1420 LTO Mott's Clamato Caesar Extra Spicy 6 Pk-C Mott's Clamato Caesar Original 6 Pk-C 2046 LTO Moosehead Lager (TBS) 473 LTO Moosehead Beer (TBS) 6 x 341 LTO Moosehead Cracked Canoe (TBS) Xoxo Pinot Grigio/Chardonnay 1500 LTO Pelee Island Rouge 1500 BAM Jackson-Triggs Unity Sauvignon Blanc 1500 LTO Canadian Club Premium 1750 LTO Canadian Club & Cola Mixed 473 BAM/BBAM Canadian Club Classic 1140 LTO Rickard's Red (TBS) 473 BBAM Rickard's Original White (TBS) 473 BBAM Rickard's Blonde (TBS) 473 BBAM Mission Hill Sauvignon Blanc VQA Five Vineyds Mission Hill Cabernet Merlot VQA Five Vineyds 750 Necktag 750 Necktag Mission Hill Five Vineyards Chardonnay 750 Necktag Mike's Hard Blueberry Lemonade 4 Pk-B 1320 LTO Mike's Hard Cranberry Lemonade 4 Pk-B 1320 LTO Mike's Hard Lemonade 12 Pk-B 3960 LTO Okanagan Spring Pale Ale (TBS) 6 x 341 LTO King Vienna Lager (W) 6 x Steam Whistle Pilsner (5577) 6 x Angels Gate Merlot VQA 750 LTO Dare Red VQA 750 LTO Dan Aykroyd Merlot VQA 750 LTO, FSI 893 Wiser's De Luxe 750 Value Add Wiser's De Luxe 1750 LTO Wiser's Small Batch Whisky 750 BAM FSI = Product is featured in the Free Standing Insert. LTO = Limited Time Offer ST= Shelf Talker VA = Value Added BAM = Bonus AIR MILES Reward Miles BBAM = Bundled Bonus AIR MILES Reward Miles Marketing & Product Guide - I Love Canada 85

82 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description Size (ml) Support Programs R1 Vodka A Absolut Elyx 750 BAM R2 Vodka B R3 Vodka C Bombay Sapphire London Dry Prince Igor Extreme Vodka R4 Vodka D Tag No. 5 Vodka 750 LTO Agent Corby Distilleries Limited # of Extenders Value Add Bacardi Canada Inc. Y Y Y Y Y 1140 Value Add Kittling Ridge Ltd. Y Y Y Y Y Y Maverick Distillery Limited Y Y Y Y Y Y Y Y R5 Vodka E Luksusowa Vodka 1140 LTO PMAma Canada Ltd. Y Y Y Y Y Y R6 Rum A Cruzan 9 Spiced Rum 750 LTO Beam Global Canada Y R7 Rum B Gosling's Black Seal Rum 750 LTO Charton Hobbs Inc Y Y Y Y Y R8 Rum C Bacardi Gold Rum 1750 BAM Bacardi Canada Inc. Y Y Y Y Y Y R9 Rum D R10 Rum E R11 R12 R13 R14 R15 Canadian Whisky A Canadian Whisky B Canadian Whisky C Canadian Whisky D Canadian Whisky E Captain Morgan Spiced Rum Flor De Cana Black Label 5 Year Old Rum Canadian Club Sherry Cask Proof Whisky 500 Value Add Spicebox 750 LTO R16 Scotch A Tullamore Dew Irish Whiskey Jose Cuervo Especial Gold Forty Creek Barrel Select Whisky R17 Scotch B Singleton Of Glendullan Value Add Diageo Canada Inc. Y Y Y Y Y Y 750 LTO The Kirkwood Group Y Y Y Y Y Y 750 LTO Beam Global Canada Y Y Diamond Estates Wines & Spirits Mondia Alliance Canada Inc. Y Y Y Y Y Y Y Y Y Y Y 750 LTO PMA Canada Ltd. Y Y Y Y Y Y 750 Value Add Diageo Canada Inc. Y Y Y Y Y Y 1140 LTO Kittling Ridge Ltd. Y Y Y Y Y Y Shelf Extender Diageo Canada Inc. Y Y Y Y Y Y R18 Gin A Hendrick's Gin 750 BAM PMA Canada Ltd. Y Y Y Y Y Y R19 Liqueurs A Tequila Rose Liqueur 750 LTO R20 Liqueurs B Kahlua Coffee Liqueur 750 LTO R21 Liqueurs C Carolans Irish Cream 1140 LTO R22 Liqueurs D Malibu Coconut Rum 750 LTO Corby Distilleries Limited Corby Distilleries Limited Corby Distilleries Limited Corby Distilleries Limited Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y 86 Promotional Turn 4

83 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description Size (ml) Support Programs R23 Brandy A Buffalo Trace Bourbon 750 LTO Agent Diamond Estates Wines & Spirits # of Extenders R24 Brandy B 1784 Grand Marnier 750 LTO Diageo Canada Inc. Y Y Y Y Y Y R25 Tequila A R26 R27 R28 R29 R30 R31 Ontario Blend A Ontario Blend B Ontario Blend C Patron Xo Cafe Tequila Liqueur 750 LTO Diamond Estates Wines & Spirits Y Y Y Y Y Pelee Island Merlot 750 LTO Pelee Island Winery Y Y Y Y Y Y Ontario Non VQA A Ontario Non VQA B Ontario Non VQA C French Cross Dry White Crtn Copper Moon Pinot Grigio Vineland Estates Dry Riesling VQA Pelee Island Monarch Vidal VQA Kittling Ridge White Zinfandel/Vidal 1000 LTO Andrew Peller Limited Y Y Y Y Y Y 750 LTO Andrew Peller Limited Y Y Y Y Y Y 750 LTO Vineland Estate Wines Ltd., Y Y Y Y Y 750 LTO Pelee Island Winery Y Y Y Y Y Y 750 LTO Kittling Ridge Ltd. Y Y Y Y Y Y R32 Ontario Non- Pelee Island Lighthouse VQA D Riesling VQA 750 LTO Pelee Island Winery Y Y Y Y Y Y R33 Ontario Creekside Estate Pinot Creekside Estate LTO VQA A Grigio VQA Winery Y Y Y R34 Ontario VQA Jackson-Triggs Sauv B Blanc Black Series VQA 750 LTO Vincor International Y Y Y Y R35 Australia/ James Oatley Tic Tok Barrique Wines & New LTO Chardonnay Spirits Imports Zealand A Y Y Y R36 Australia/ Nederburg Sauvignon New Blanc Zealand B 750 LTO Mark Anthony Brands Y Y Y Y R37 Australia/ Lindemans Bin 85 Pinot New Grigio Zealand C 750 LTO Treasury Wine Estates Y Y Y Y Y Y R38 Australia/ New Wolf Blass Red Label Shiraz/ 750 LTO Treasury Wine Estates Y Y Y Y Y Y Zealand D Cabernetsauvignon R39 USA A Robert Mondavi Woodbridge Merlot 750 LTO Vincor International Y Y Y Y Y Y R40 USA B Deep Purple Lodi Zinfandel 750 LTO Mark Anthony Brands Y Y Y Y Y Y R41 Chile A Santa Rita Reserva Carmenere 750 LTO Mark Anthony Brands Y Y Y Y R42 Chile B Bodega Norton Cabernet Sauvignon 750 LTO PMA Canada Ltd. Y Y Y Y Y Y R43 France Philippe De Rothschild Blend A Cab Sauvignon Vdp 1500 BAM Vincor International Y Marketing & Product Guide - I Love Canada 87

84 Shelf Extenders Continued Extender Location LCBO# Description R44 R45 R46 R47 R48 R49 France Blend B France South A France South B France Bordeaux/ Burgundy A Italy Central A Italy Central B Size (ml) Support Programs Agent # of Extenders Latour Chardonnay 750 LTO Mark Anthony Brands Y Y Y Y Y Y Les Jamelles Merlot Vin De Pays D'Oc 750 LTO Mark Anthony Brands Y Y 943 Mouton Cadet Rouge 750 BAM Vincor International Y Y Y Y Y Y 8979 Rodet Cotes Du Rhone 750 BAM R50 Italy North A R51 Italy North B R52 R53 Southern Europe A Southern Europe B R54 Germany A Fontanafredda Barolo Docg Cavit Collection Pinot Grigio Delle Venez Igt Masi Modello Delle Venezie Rosso Igt Mezzomondo Sangiovese Merlot 750 LTO 750 LTO 750 LTO Kir Royal 750 BAM Campo Viejo Crianza 750 LTO Freixenet Carta Nevada Sparkling Diamond Estates Wines & Spirits Noble Estates Wines & Spirits Noble Estates Wines & Spirits Authentic Wine & Spirits Merchants Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y 750 BAM Vincor International Y Y Y Y Y Y Authentic Wine & Spirits Merchants Corby Distilleries Limited Y Y Y Y 750 LTO Dionysus Wines Y Y Y Y Y Y R55 Sparkling A Top Bench Red VQA 750 LTO PMA Canada Ltd. Y Y Y R56 Sparkling B R57 R58 Ontario Beer A Ontario Beer B Santa Julia Reserva Cabernet Sauvignon Boneshaker (3842) Hop City Barking Squirrel Lager (W) 750 LTO Dionysus Wines Y Y Y Y Y Y 6 x 341 BAM 473 LTO R59 Beer Arkell Best Bitter (4826) 473 LTO R60 Beer Corona Extra 6 x 330 Amsterdam Brewing Co. Limited The Premium Beer Company Inc. Wellington County Brewery Y Y Y Y Y Y Y Y R61 Beer Miller Chill R62 Beer James Ready 5.5 (TBS) 6 x x 473 Value Add Molson Coors Canada Y Y Y Y Y Y BAM Molson Coors Canada Y Y Y Y Y Y LTO The Premium Beer Company Inc. Y Y Y Y Y Y Y R63 Party Zone Skinnygirl Margarita 750 LTO Beam Global Canada Y Y Y Y Y Y R64 Party Zone Woody's Tropical Fruit 1320 LTO Bruce Ashley Group Y Y Y Y Y Y R65 Party Zone Smirnoff Ice Light PET 1000 LTO Diageo Canada Inc. Y Y Y Y Y Y 88 Promotional Turn 4

85 Shelf Extenders Continued Community Shelf Extenders Location LCBO# Description Size (ml) Support Program C1: Community Extender Absolut Orient Apple Vodka 750 LTO Agent Corby Distilleries Limited C2: Community Extender Canada Gold Whisky (P.E.T) BAM Kittling Ridge Ltd. C3: Community Extender French Cross Cab Merlot Crtn 1000 LTO C4: Community Extender Torres Infinite 750 LTO C5: Community Extender Obikwa Shiraz 750 BAM Andrew Peller Limited Family Wine Merchants Inc. Mark Anthony Brands C6: Community Extender Smirnoff Pineapple 750 Value Add Diageo Canada Inc. C7: Community Extender Cutty Sark Scotch Whisky 750 LTO Charton Hobbs Inc C8: Community Extender Barenjager Liqueur 750 LTO PMA Canada Ltd. C9: Community Extender Vice Vodka Icewine 500 LTO C10: Community Extender Il Prosecco 750 BAM Vineland Estate Wines Ltd., Select Wine Merchants Inc. Marketing & Product Guide - I Love Canada 89

86 Discovery & Green Extenders IMAGE Shelf Talkers Discovery Shelf Extenders Location LCBO# Description D1: Discovery Wines D2: Discovery Wines D3: Discovery Wines Green Shelf Extender Rosehall Run Sullyzwicker White VQA Gtm Williams & Humbert Dry Sack Sherry Casa Lapostolle Cabernet Sauvignon LCBO# Description Size (ml) Agent Still Waters Vodka 750 Signature Wine & Spirits Lake & River Series Cabernet Franc VQA 750 Colio Estate Wines Cave Spring Blanc De Blanc Brut VQA 750 Cave Spring Cellars Ltd., Great Lakes Red Leaf Lager (1929) 473 Great Lakes Brewing Co Stolichnaya Elit Vodka 750 Corby Distilleries Limited D'Oh Piemonte Doc Dolcetto 750 Joseph Cipelli Wines & Spirits Angostura Anejo 5 YO Rum 750 DB Wine & Spirits Inc Diplomatico Reserva 750 The Case for Wine Samuel Adams Boston Lager 6 x 355 The Premium Beer Company Inc Olmeca Tequila Gold 750 Corby Distilleries Limited Size (ml) Support Program 750 LTO 750 LTO D4: Discovery BSM Domaine Pinnacle Ice Cider 375 BAM D5: Discovery BSM Malibu Cocktails Rum Punch 1750 LTO D6: Discovery BSM Rockstar + Vodka Electro Lemonade Agent Rosehall Run Vineyards Inc. Philippe Dandurand Wines Ltd. 750 LTO Diageo Canada Inc. Diamond Estates Wines & Spirits Corby Distilleries Limited 473 LTO Mark Anthony Brands D7: Discovery Spirits Leblon Cachaca Liquor 750 LTO The Kirkwood Group D8: Discovery Spirits No. 3 London Dry Gin 750 LTO Charton Hobbs Inc D9: Discovery Spirits Location LCBO# Description G1: Green Extender IMAGE Shelf Talkers Sierra Milenario Extra Anejo Tequila Reif Estate Cabernet/Merlot VQA 700 LTO Size (ml) Support Program Eurovintage International Inc Agent 750 LTO Reif Estate Winery 90 Promotional Turn 4

87 Limited Time Offers LCBO# Case Conversion# Description Size (ml) LTO Display Program 1784 Grand Marnier 750 $5.00 Shelf Extender 2485 Sauza Silver 750 $ Gibson s Finest 12 YR Old 750 $2.00 POD Vodka Mudshake Chocolate 4 Pk-B 1080 $ Remy Pannier Rose D'Anjou 750 $ Williams & Humbert Dry Sack Sherry 750 $1.00 Discovery Extender French Cross Cab Merlot Crtn 1000 $1.50 Comm. Extender Benedictine & Brandy 750 $ Fontanafredda Barolo Docg 750 $5.00 Shelf Extender Folonari Valpolicella Classico 1500 $ Coyotes Run Unoaked Chardonnay VQA 750 $1.00 End Aisle Goose Bay Sauvignon Blanc Kp M 750 $ Smirnoff Ice 12 Pk-B 3960 $ Smirnoff Ice Light 4 Pk-B 1320 $ Chateau Timberlay 750 $ Wiser's De Luxe 1750 $3.00 End Aisle Patron Anejo Tequila 750 $ Canadian Club Premium 1750 $2.00 End Aisle Sleeman Original Draught (TBS) 473 $ Peninsula Ridge Sauvignon Blanc VQA 750 $2.00 End Aisle Latour Chardonnay 750 $1.50 Shelf Extender Heineken 5l Draught Keg 5000 $ Jackson-Triggs Sauv Blanc Black Series VQA 750 $1.00 Shelf Extender Harbour Estates Midnight Cabernet/Merlot VQA 750 $ French Cross Dry White Crtn 1000 $1.50 Shelf Extender Sawmill Creek Chardonnay Bib 4000 $ Sawmill Creek Dry Red 4000 $3.00 End Aisle Tullamore Dew Irish Whiskey 750 $2.50 Shelf Extender Tuborg Gold Beer 500 $ Chateau Des Charmes Barrel Fermentd Chard VQA 750 $ Creekside Estate Pinot Grigio VQA 750 $1.00 Shelf Extender Inniskillin Dry Riesling VQA 750 $ Girls Night Out Chardonnay VQA 750 $1.00 Marketing & Product Guide - I Love Canada 91

88 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Forty Creek Double Barrel Reserve Whisky 750 $ Cavit Collection Pinot Grigio Delle Venez Igt 750 $1.50 Shelf Extender Leblon Cachaca Liquor 750 $ Appleton Estate Extra 750 $4.00 Discovery Extender Angels Gate Merlot VQA 750 $1.00 End Aisle Lakefront New Grist Gluten-Free (Sorgum & Rice) 6 x 355 $ Woodys Light Raspberry 4 Pk-B 1320 $ Konzelmann Canada White VQA 750 $1.00 End Aisle Smirnoff Vodka Pet 1140 $ Xoxo Pinot Grigio/Chardonnay 1500 $2.00 End Aisle James Ready 5.5 (TBS) 6 x 473 $0.55 Shelf Extender Pelee Island Lighthouse Riesling VQA 750 $1.00 Shelf Extender Czechvar Premium Lager 500 $ Privada Mendoza (Bodega Norton S.A.) 750 $ Tag No. 5 Vodka 750 $1.00 Shelf Extender Efes Pilsener Premium 500 $ Caramilk Cream Cooler 4 Pk-B 1080 $ Absolut Berri Acai Vodka 750 $ Vice Vodka Icewine 500 $5.00 Comm. Extender Lamb's Black Sheep Spiced Rum 750 $ Copper Moon Pinot Grigio 750 $1.00 Shelf Extender Callia Alta Malbec 750 $ Smirnoff Ice Light Pet 1000 $1.00 Shelf Extender Mike's Hard Lime 4 Pk-B 1320 $ Amsterdam Big Wheel (3842) 6 x 355 $ Vineland Estates Dry Riesling VQA 750 $1.00 Shelf Extender Casa Lapostolle Cabernet Sauvignon 750 $1.50 Discovery Extender Rekorderlig Elderflower Cider 500 $ Velletri Riserva 750 $ Moosehead Lager Slim Can (TBS) 6 x 355 $ Santa Rita Reserva Carmenere 750 $1.50 Shelf Extender Smirnoff Classic Caesar 4 Pk-B 1320 $ Promotional Turn 4

89 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program James Oatley Tic Tok Chardonnay 750 $1.50 Shelf Extender Inniskillin Merlot VQA 750 $ Lake Of Bays Pale Ale ((8958) 6 x 341 $ Enzo Vincenzo Valpolicella Ripasso Doc 750 $ Canadian Club Sherry Cask 750 $2.95 Shelf Extender Tequila Rose Liqueur 750 $2.00 Shelf Extender Malibu Cocktails Rum Punch 1750 $ Linden Bay Pinot Grigio 750 $2.00 Discovery Extender Luksusowa Vodka 1140 $1.00 Shelf Extender Mcwilliam's Handwood Estate Moscato 750 $ Dare Red Vqa 750 $1.00 End Aisle Rosehall Run Sullyzwicker White VQA 750 $1.00 Discovery Extender Dan Aykroyd Merlot VQA 750 $2.00 End Aisle Pelee Island Lighthouse Chardonnay VQA 750 $1.50 End Aisle Absolut Vodka 1750 $ Freixenet Carta Nevada Sparkling 750 $1.00 Shelf Extender Smirnoff Vodka 1140 $ Sauza Gold Tequila 1140 $ Grolsch Premium Lager 4 x 450 $ Vex Elec Lemonade 1000 $ Fielding Estate Pinot Gris VQA 750 $1.00 End Aisle Finca La Linda Syrah 750 $ Cruzan 9 Spiced Rum 750 $3.50 Shelf Extender Mike's Hard Blueberry Lemonade 4 Pk-B 1320 $1.00 End Aisle Palm Bay Key Lime Cherry 6 Pk-C 2130 $ Snap Dragon Red 750 $ Top Bench Red VQA 750 $1.00 Shelf Extender Xante 500 $ Bassano Hard Soda Raspberry Pomelo 4 Pk-B 1320 $ Flyte Vodka 750 $ Torres Infinite 750 $1.00 Comm. Extender Okanagan Spring Pale Ale (TBS) 6 x 341 $1.00 End Aisle Marketing & Product Guide - I Love Canada 93

90 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Crush White VQA 750 $ Deep Purple Lodi Zinfandel 750 $1.00 Shelf Extender Montevina Pinot Grigio 750 $ Growers 1927 Original Cider 473 $ Absolut Orient Apple Vodka 750 $1.00 Comm. Extender No. 3 London Dry Gin 750 $5.00 Discovery Extender Santa Julia Reserva Cabernet Sauvignon 750 $1.00 Shelf Extender Les Jamelles Merlot Vin De Pays D'Oc 750 $2.00 Shelf Extender Chapoutier Belleruche Blanc 750 $ Sundance Pink Lemonade 750 $ Trove Riesling Moscato 750 $ Pisa Liqueur 750 $ Cutty Sark Scotch Whisky 750 $1.00 Comm. Extender Pigmentum Malbec 750 $ Skinnygirl Margarita 750 $1.00 Shelf Extender Arkell Best Bitter (4826) 473 $0.15 Shelf Extender Spicebox 750 $2.00 Shelf Extender Licor 43. (Diego Zamora S A_ 750 $ Masi Soave Classico Doc 750 $ Waka Waka Sauvignon Blanc 750 $ Barenjager Liqueur 750 $1.25 Comm. Extender Hop City Barking Squirrel Lager (W) 473 $0.15 Shelf Extender Skinnygirl Sangria 750 $ Pelee Pebbles Baco-Gamay Noir Zweigelt 750 $ Pelee Pebbles Vidal Hibernal 750 $ Sierra Milenario Extra Anejo Tequila 700 $ Double Cross Vodka 750 $ Black Fly Vodka Citrus Mixed Drink 1600 $ Wkd Original Vodka Blue 1320 $ Canada Cooler Rockaberry 4 Pk-B 1320 $ Rockstar + Vodka Electro Lemonade 473 $0.25 Discovery Extender Discovery Extender 94 Promotional Turn 4

91 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Bacardi Oakheart & Cola 473 $ Bacardi Anejo 750 $ Woody's Tropical Fruit 1320 $1.50 Shelf Extender G. Marquis The Red Line Merlot VQA 750 $ G. Marquis The Red Line Riesling VQA 750 $ Osoyoos Larose Petales D'Osoyoos 750 $1.50 FSI House Wine Co. Vidal Moscato VQA 750 $1.00 End Aisle Trius Brut VQA 750 $3.00 End Aisle Henry Of Pelham Chardonnay VQA 750 $ Cave Spring Dry Rose VQA 750 $1.00 End Aisle Trius Riesling Vqa 750 $1.00 End Aisle Wolf Blass Red Label Shiraz/Cabernet Sauvignon Crus & Dom. De France Chateau De Courteillac 750 $ Schneider Weisse 500 $ $2.00 Shelf Extender Gosling's Black Seal Rum 750 $2.00 Shelf Extender Nederburg Sauvignon Blanc 750 $1.00 Shelf Extender Jackson-Triggs Merlot 750 $ Pelee Island Monarch Vidal VQA 750 $1.00 Shelf Extender Bitburger Premium Pilsner 500 $ Jackson-Triggs Unity Sauvignon Blanc 1500 $2.00 End Aisle Mike's Hard Cranberry Lemonade 4 Pk-B 1320 $1.00 End Aisle Jose Cuervo Especial Gold Tequila 1750 $ Trius Brut...See # $3.00 End Aisle Strewn Gewurztraminer/Riesling VQA 750 $ Gosser Beer 500 $ Pelee Island Merlot 750 $1.00 Shelf Extender Malibu Coconut Rum 750 $1.00 Shelf Extender Robert Mondavi Woodbridge Merlot 750 $2.00 Shelf Extender Alize Red Passion 750 $ Cesari Mara Vino Di Ripasso Valpolicella Doc 750 $ Chopin Potato Vodka 750 $ Pelee Island Pelee Pink VQA 750 $1.00 Marketing & Product Guide - I Love Canada 95

92 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Masi Modello Delle Venezie Rosso Igt 750 $1.00 Shelf Extender Kittling Ridge White Zinfandel/Vidal 750 $1.00 Shelf Extender Tiger Beer 500 $ Rev Pet 4 Pk-B 1320 $ Glenrothes Vintage Single Malt 750 $ Lamberti Santepietre P Grigio Delle Venezie 750 $ Reif Estate Cabernet/Merlot VQA 750 $ Mott's Clamato Caesar Original 4 Pk-B 1420 $1.50 End Aisle Kahlua Coffee Liqueur 750 $2.00 Shelf Extender Bottega Petalo Il Vino Dell' Amore Moscato 750 $ Bodega Norton Cabernet Sauvignon 750 $2.00 Shelf Extender Slava Ultra Premium Vodka 750 $ Glen Breton Rare Canadian Single Malt 750 $ Flor De Cana Black Label 5 Year Old Rum 750 $1.00 Shelf Extender Leyenda Del Milagro Tequila Reposado 750 $ Patron Xo Cafe Tequila Liqueur 750 $5.00 Shelf Extender Buffalo Trace Bourbon 750 $2.00 Shelf Extender Forty Creek Barrel Select Whisky 1140 $1.50 Shelf Extender Mike's Hard Lemonade 12 Pk-B 3960 $2.00 End Aisle Canadian Club Classic 1140 $3.00 End Aisle Eastdell Black Cab VQA 750 $ Mott's Clamato Caesar Original 6 Pk-C 2046 $1.25 End Aisle Sleeman Original Draught (TBS) 6 x 341 $ Pelee Island Eco Trail Red VQA 750 $1.00 End Aisle Moosehead Lager (TBS) 473 $0.15 End Aisle Matua Valley Hawkes Bay Sauvignon Blanc 750 $ Campo Viejo Crianza 750 $1.50 Shelf Extender Carolans Irish Cream 1140 $3.00 Shelf Extender Yellow Tail Chardonnay 750 $ Havana Club Anejo Blanco 750 $ Lindemans Bin 85 Pinot Grigio 750 $1.00 Shelf Extender French Cross Pinot Grigio Cask 4000 $3.00 End Aisle Fuller's London Pride 500 $ Lech Beer 500 $ Promotional Turn 4

93 Value Added Program Warehouse Applied LCBO# Case Conversion# Description Size (ml) VA Approved VA Mother Carton# 1487 Crown Royal 750 CR Hockey Canada Chivas Regal 12 Year Old 750 Limited Edition "Le Baron" Prince Igor Extreme Vodka 1140 Eight Below Vodka 50 ml Maker's Mark Kentucky Bourbon 750 Canada Day Red and White dipped bottle Marketing & Product Guide - I Love Canada 97

94 Value Add Program Sales Representative Applied LCBO# Case Conversion# Description Size (ml) VA Approved 117 Bacardi Superior th Anniversary Collectible Rock Glass 620 Mcguinness Silk Tassel 750 Fireball Cinnamon Whisky 50 ml 893 Wiser's De Luxe 750 Wiser's Small Batch 50 ml 992 Royal Reserve 1140 Wiser's DeLuxe 50 ml 3558 Gibson's Finest 12 Year Old 750 Glenfiddich 12YO 50 ml 5959 Baileys Irish Cream 750 Cocktail Glass 7617 Chivas Regal 12 Year Old 750 Limited Edition "Le Baron" 8284 Hennessy VS Cognac 750 Hennessy VS KAWS 8805 Forty Creek Barrel Select Whisky 1750 Forty Creek Double Barrel 100 ml Baileys Caramel Irish Cream Liquor 750 Cocktail Glass Prince Igor Extreme Vodka 1140 Eight Below Vodka 50 ml Barefoot Pinot Grigio 750 UV Cake Mini 50 ml Alberta Premium (P.E.T) 1750 CC Classic 100 ml X-Rated Fusion Liquor 750 Skyy Vodka 50 ml Sailor Jerry Spiced Navy Rum 750 Branded Collector's Glass Lamb's White Rum (P.E.T) 1750 Maclays Beer Can Barefoot Cabernet Sauvignon 750 UV Cake Vodka 50 ml Baileys Coffee Irish Cream Liquor 750 Cocktail Glass Wiser's Special Blend (P.E.T) 1750 Wiser's Deluxe 2 x 50 ml Alvear's Fino Montilla 750 Branded Pen Finlandia Vodka 1750 Jack Daniel's Honey 50 ml Copper Moon Shiraz 750 Sunscreen Proof Whisky 500 Proof Rum 50 ml Copper Moon Sauv Blanc 750 Sunscreen Copper Moon Merlot 750 Sunscreen Jose Cuervo Especial Silver 750 Jose Cuervo Gold 50 ml Girls' Night Out Strawberry Samba 750 Softlips Lip balm Montgras Carmenere Reserva 750 Branded Drip Stopper Corona Extra 6 x 330 Sunglasses Arbor Mist Blackberry Merlot 750 Mini Compact Silent Sam Vodka 1750 Glass Robert Mondavi Woodbridge Moscato 750 Corkscrew Wyborowa Vodka 1140 Wiser's Deluxe 50 ml Alpenbitter No Prince Igor Extreme 50 ml Cinzano Sweet Vermouth Red 1000 Gibson's 12YO 50 ml Martini & Rossi Sweet Vermouth Red 1000 Bombay Sapphire 50 ml Two Oceans Sparkling Sauvignon Blanc 750 Branded Champagne Flute Finlandia Vodka 1140 Jack Daniel's Honey 50 ml Seagram s V.O Coaster 98 Promotional Turn 4

95 Value Add Program Sales Representative Applied LCBO# Case Conversion# Description Size (ml) VA Approved Schenley O.F.C Black Velvet 50 ml Grand Macnish 1140 Islay Mist 50 ml Bombay Sapphire London Dry 1140 Cazadores 50 ml Captain Morgan Spiced Rum 1140 CM Rocks Glass Jim Beam White Label Bourbon 1140 Hats Patron Citronge Extra Fine Orange Liqueur 750 Patron XO Cafe 50 ml Dr. McGillicuddy s Peach Schnapps 1140 Fireball 50 ml Barclay's Rare Old Brandy 1140 Wiser's Deluxe 50 ml Baileys Hazelnut Flavour Cream Liquor 750 Cocktail Glass McGuinness Long Island Iced Tea 1140 Fireball Whisky 50 ml Growers Granny Smith Apple Cider 6 x 330 Sunglasses Muskoka Mad Tom IPA (3436) 6 x 355 Vintage Muskoka Bottle Opener Polar Ice Vodka 1140 Wiser's Deluxe 50 ml Dr. McGillicuddy s Lemon Drop Schnapps 750 Fireball 50 ml Robert Mondavi Woodbridge White Zinfandel 750 Corkscrew Smirnoff Pineapple 750 Cocktail Recipe Book Luksusowa Vodka 750 Branded Glassware Silent Sam Vodka 1140 Smirnoff 50 ml Arbor Mist White Pear Pinot Grigio 750 Mini Compact Canada Gold Whisky (P.E.T) 1750 Forty Creek Barrel Select 100 ml Labatt 50 (TBS) 473 Series of Collectable Magnets Jose Cuervo Especial Gold 750 Jose Cuervo Silver 50 ml Three Olives Cake 750 Branded Key Chain Canadian Club & Ginger Ale 6 Pk-C 2130 CC Dock 57 Spiced 50 ml Uv Cake Vodka 750 Box of UV Cake Birthday candles Canadian Club Dock 57 Spiced Whisky 750 Devil's Cut 50 ml Growers Raspberry Cider 6 x 330 Sun glasses Sweet Rodrigues Blueberry Wine 750 Rodrigues Liqueur Mini DeKuyper Butteshots 750 Fireball 50 ml Fat Bastard Chardonnay Vdp 750 Sunglasses Hpnotiq Liquor 750 Harmonie 50 ml Fat Bastard Merlot Vdp 750 Sunglasses Laker Light (TBS) 24 x 341 Waterloo Amber Mott's Clamato Caesar Original 12 Pk-B 4260 Cooler Bag Mott's Clamato Caesar Extra Spicy 12 Pk-B 4260 Cooler Bag Laker Strong Lager Beer (TBS) 6 x 355 Laker Ice 355 ml Marketing & Product Guide - I Love Canada 99

96 Bonus AIR MILES Reward Miles LCBO# Case Conversion# Description Size (ml) Display Program BAM 42 Canadian Club Premium Smirnoff Vodka Smirnoff Vodka Captain Morgan White Rum Mouton Cadet Rouge 750 Shelf Extender, Alberta Premium Royal Reserve (P.E.T) Lamb's Navy Rum Newfoundland Screech Rum Silent Sam Vodka Torres Sangre De Toro Rodet Cotes Du Rhone 750 Shelf Extender Small Cask Brandy Prince Igor Vodka (P.E.T) Velletri Le Contrade Red Doc Marquis De Villard Brandy Veuve Clicquot Ponsardin Rose Fonseca Periquita Canada Gold Whisky (P.E.T) 1140 Comm. Extender Fat Bastard Cabernet Sauvignon Vdp Yellow Tail Shiraz/Grenache Ciao Sangiovese Organic Carton Smirnoff Vodka (P.E.T.) Seagrams V.O Pascual Toso Merlot Zubrowka Bison Vodka Bees Riesling VQA 750 End Aisle Smirnoff Vodka Chateau Des Charmes White Label Cabernet VQA Chateau Des Charmes White Label Chard VQA McGuinness Silk Tassel Hennessy VSOP Cognac Forty Creek Barrel Select Xplorador Cab Sauv Antinori Toscana Igt Red Guitar Old Vine Tempranillo Garnacha Grolsch Blond Promotional Turn 4

97 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Small Cask Brandy (P.E.T) Trumpour's Mill Pinot Gris VQA Polar Ice Vodka (P.E.T) Castillo De Monseran Garnacha Carlsberg Beer Dois Amigos Branco White Antinori Santa Cristina Rosso Hpnotiq Liquor Mezzomondo Sangiovese Merlot 750 Shelf Extender Dopff & Irion Gewurztraminer Blu Giovello Prosecco Bacardi Gold Rum 1750 Shelf Extender La Trappe Tripel Ale The Glenlivet Nadurra Aged 16 Years Longmorn 16 Year Old Single Malt J.P. Chenet Cabernet Syrah Domaine Pinnacle Ice Cider 375 Discovery Extender Wiser's Small Batch Whisky 750 End Aisle Naked Grape Pinot Grigio Robert Mondavi Woodbridge Chardonnay Canadian Club Premium (P.E.T) Raynal Napoleon VSOP Gray Fox Cabernet Sauvignon Wyndham Estate Bin 444 Cabernet Sauvignon Mezzomondo Negroamaro Salento Igt Bacardi Black Rosehall Run Sullyzwicker Red VQA Fireball Whisky Shooter Russian Prince (P.E.T) Fish Hoek Shiraz Philippe De Rothschild Pinot Noir Vdp Flat Roof Manor Merlot Aguardiente Icl Puro Colombia Liqueur Latour Ardeche Chardonnay Equifera Chardonnay VQA Equifera Pinot Noir VQA Polar Ice Vodka 750 End Aisle 8 Marketing & Product Guide - I Love Canada 101

98 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Farnese Negroamaro Cusumano Syrah Igt Villa Maria Private Bin Pinot Noir Red Stripe Beer Chateau Saint-Germain Molson Canadian 67 (TBS) 6 x 341 End Aisle Alianca Bairrada Reserva Sangalhos Caramilk Cream Liquor Pelee Island Rouge 1500 End Aisle Korbel Brut Sparkling South Cabernet Sauvignon Reserva Grand Sud Merlot Brava (TBS) Miller Chill 6 x 355 Shelf Extender Black Slate Riesling Qba Tini Sangiovese Di Romagna Doc Lindemans Bin 95 Sauvignon Blanc Tilia Torrontes Seagram's Forty Creek Confederation Oak Reserve Whisky Ripasso Classico Superiore Le Pezze Union Red VQA Nicolas Laloux Cabernet Sauvignon Okocim Mocne Absolut Elyx 750 Shelf Extender Dujardin VSOP Brandy Underberg Bitters Mini (3 x 20 ml) Eastdell Gamay Noir VQA Stock 84 VSOP Brandy Lanson Black Label Brut Champagne Alberta Springs Tanqueray Dry Gin Gordons Gin Canadian Club Reserve Trumpeter Cabernet Sauvignon Kawin Cabernet Sauvignon Catedral Reserva Baltika Slent Cabernet Sauvignon Merlot Promotional Turn 4

99 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Bacalhoa Tinto Da Anfora Kult Terre Di Chieti Igt Stlto Chardonnay Terra Andina Chardonnay Alianca Foral Reserva Alberta Pure Vodka Kressmann Selection Chardonnay Kressmann Selection Merlot Avion Tequila Silver Chateau Ducla Bordeaux Superieur J.P. Chenet Chardonnay Sobieski Vodka Kir Royal 750 Shelf Extender Crystal Head Vodka Voga Moscato Frizzante Igt Zenato Soave Doc Classico Si Pinot Grigio Las Moras Reserve Chardonnay Cono Sur Reserva Chardonnay Canadian Club & Cola Mixed 6 Pk-C 2130 End Aisle Canadian Club & Cola Mixed 473 End Aisle Vnc Cocktails Pacific Mai Tai Vnc Cocktails Mango Daiquiri Citadelle Gin Fonseca White Port Dukes Apple Cider 6 x Sica Baron De Hoen Pinot Gris Reserve Gato Negro Cabernet Sauvignon Boneshaker (3842) 6 x 341 Shelf Extender HogsBack Vintage Lager (W) French Cross Chardonnay Bols Blue Curacao Jim Beam Black Kentucky Bourbon Aged 6 Years Prince Igor Vodka Yvon Mau Merlot Vdp Hardys Stamp Series Shiraz/Cabernet Two Oceans Sauvignon Blanc Marketing & Product Guide - I Love Canada 103

100 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Two Oceans Cabernet Sauvignon/Merlot Amarula Cream Banff Ice Vodka Pierre Sparr Gewurztraminer Robert Mondavi Private Selection Chardonnay Pilsner Urquell 6 x Robert Mondavi Private Selection Cab/Sav Philippe De Rothschild Sauvignon Blanc Vdp Villa Maria Private Bin Sauvignon Blanc Herradura Reposado Tequila Banff Ice Vodka Sogrape Vila Regia Kronenbourg Jackson-Triggs Riesling Black Series Vqa Obikwa Shiraz 750 Comm. Extender Gray Fox Merlot J. Bouchon Sauvignon Blanc Philippe De Rothschild Merlot Vdp Philippe De Rothschild Cab Sauvignon Vdp 1500 Shelf Extender Iceberg Vodka 1750 Hero Forty Creek Barrel Select Cesari Chardonnay Delle Venezie Paulaner Hefe-Weissbier 6 x Black Tower Dornfelder Pinot Noir Blu Giovello Pinot Grigio Family Series Dry Riesling VQA Family Series Cab Franc VQA Finlandia Lime Vodka Trius Merlot VQA Il Prosecco 750 Comm. Extender Placido Pinot Grigio Delle Venezie Igt French Cross Cab Merlot Cask French Cross Dry White Cask Louis Bernard Cotes Du Rhone White Wolf Blass Eaglehawk Shiraz Angus The Bull Cabernet Sauvignon Carolans Irish Cream Danfield's Private Reserve Small Batch Prince Igor Extreme Vodka Bolivar Coffee Liqueur Beringer Stone Cellars Cabernet Sauvignon Promotional Turn 4

101 Bonus AIR MILES Reward Miles Continued BBAM Option LCBO# Description Size (ml) BAM Bols Creme De Bananes Bols Blue Curacao 10 BBAM Amount Total BAM Wellington County Dark (4826) Wellington Special Pale Ale (4826) Canadian Club & Cola Mixed Canadian Club & Ginger Ale Bbq Barbera Peimonte Doc Iceberg Vodka Rickard s Red (TBS) Rickard s Orginal White (TBS) Rickard s Blonde (TBS) Alexander Keith s Red Amber Ale (TBS) Alexander Keith s Premium White Ale (TBS) Alexander Keith s India Pale Ale (TBS) Bacardi Torched Cherry Bacardi Rock Coconut Bacardi Arctic Grape Option 1 - Buy the two listed products at the same time and receive the Bundled Bonus AIR MILES Option 2 - Buy two of the same listed product and receive the Bundled Bonus AIR MILES Option 3 - Buy three of the same listed product and receive the Bundled Bonus AIR MILES Option 4 - Buy two of the three listed products and receive the Bundled Bonus AIR MILES Marketing & Product Guide - I Love Canada 105

102 Necktags LCBO# Case Conversion Description Size (ml) NT Approved 836 Jaszberenyi Rizling 1000 Tasting Notes Jim Beam White Label Bourbon 750 Redeemable Gel Skin for Smartphone Canada Gold Whisky 750 Canada Rocks Chartreuse Green 375 Chartreuse...a mystery Yellow Tail Pinot Grigio 750 Wine Orchestra Necktag Donation Estrella Damm Lager 500 Beer of Barcelona Mission Hill Sauvignon Blanc VQA Five Vineyds Mission Hill Pinot Blanc VQA Five Vineyards Mission Hill Cabernet Merlot VQA Five Vineyds Singleton Of Glendullan 750 Accolade Red Stag Necktag Contest - Win a trip to MHFE 750 Necktag Contest -Win a trip to MHFE 750 Necktag Contest - Win a trip to MHFE Redeemable Gel Skin for Smartphones Skyy Vodka 1140 Toronto International Film Festival Malibu Coconut Rum 1140 New Low Price Ridgepoint Monticello Bianco VQA 750 Host a Veteran Fishing Charity Donation Straight Up Red VQA 750 Cottage Feature Straight Up White VQA 750 Cottage Feature Brugal Anejo 750 Win Brugal Caribbean Night Merlot Lodi 750 Product Knowledge Yellow Tail Bubbles Rose 750 Wine Orchestra Necktag Donation Yellow Tail Reserve Chardonnay 750 Yellow Tail Reserves are Back! Yellow Tail Reserve Shiraz 750 Yellow Tail Reserves are Back! Aya Charming Mythique Languedoc Blanc Aop 750 Host a Veteran Fishing Charity Donation Host a Veteran Fishing Charity Donation Jacob's Creek Moscato 750 New Product Info Vina Maipo Reserva Chardonnay 750 Product Knowledge Dujardin VSOP Brandy 375 Recipe Neck Tag Mcguinness Ice Storm Grape 750 Product Info/Recipe Mcguinness Ice Storm Raspberry 750 Product Info/Recipe Mission Hill Five Vineyards Chardonnay 750 Necktag Contest - Win a trip to MHFE Skyy Vodka 750 Toronto International Film Festival Boone's Sangria 750 Canada's #1 Sangria & Drink Recipe Polar Ice Vodka (P.E.T) 1750 Great Value Cabo Wabo Reposado Tequila 750 Contest Hungaria Grande Cuvee Brut 750 Press Accolades Yellow Tail Merlot 750 Wine Orchestra Necktag Donation Dooley's Original Toffee Cream Liquor 750 Summer cocktails 106 Promotional Turn 4

103 Display Table Merchandising Guidelines The following section provides direction on merchandising Nesting and Promo Tables. If you have any questions, please contact your store s Regional Visual Merchandiser or visual.merchandising@lcbo.com.

104 Merchandising Display Tables Display Table Themes The new Nesting Table Map (p97) 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-with-like 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 Example of colour, size, type Example of like with like For each Nesting Table, please order two or three cases of each of the participating products. For each Promo Table, please order two or three cases of each of the six to eight participating products. The Store Manager may modify product selections, based on customer buying patterns and demographics but alternative products should match the theme. 108 Promotional Turn 4

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. 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 basket with sign Marketing & Product Guide - I Love Canada 109

106 Nesting Table Fixtures Product Theme Location Store # I Love Canada 1 1 golocal Nesting Table Theme RTD VINTAGES Essentials Essential I Love Canada golocal Nesting Table Theme RTD VINTAGES Store # Essentials Stores will receive a sign for specific themes. It is the Manager s discretion to choose which themed tables to build. 110 Promotional Turn 4

107 Nesting Table Map Use for all Nesting Table Themes Q 3 Facings 3 Facings 3 Facings 3 Facings 3 Facings Basket 1 Case R Basket 1 Case H I J K L 3 Facings 3 Facings 3 Facings 3 Facings 3 Facings H I J K L 3 Facings G 3 Facings G SOFT DRESSING SIGNAGE 3 Facings F 3 Facings F E D C B A 3 Facings 3 Facings 3 Facings 3 Facings 3 Facings Basket 1 Case P E D C B A M 3 Facings M 3 Facings N 3 Facings N 3 Facings 3 Facings 3 Facings 3 Facings 3 Facings 3 Facings Basket 1 Case O FRONT OF STORE Marketing & Product Guide - I Love Canada 111

108 Nesting Table Theme: N1 & N4 I Love Canada Location LCBO# Description Format A Sumac Ridge Gewurttraminer VQA 750 ml B Mission Hill Cabernet Merlot VQA 750 ml C Open Riesling -Gewⁿrztraminer VQA 1140 ml D Pelee Island Pinot Grigio VQA 750 ml E Inniskillin Late Autumn Riesling VQA 750 ml F Mott's Clamato Caesar Extra Spicy 4 Pk-B 1420 ml G BF Long Island 1600 ml H Vex Exotic Peach 1980 ml I Mike's Hard Lemonade 4 Pk-B 1320 ml J Seagram's Wild Berry The Original 4 Pk-B 1364 ml K Canadian Club 20 Year Old Whisky* 750 ml L Wiser s Legacy 750 ml M Tag No 5 Vodka 750 ml N Victoria Gin 750 ml O 4622 Newfoundland Screech Rum 750 ml P Propeller Extra Special Bitter 2046 ml Q Tree Brewing Hophead India Pale Ale 6 Pk-B 1980 ml R Mcauslan Apricot Wheat Ale 6 Pk-B ml Alternate Products Muskoka Mad Tom Ipa 6 Pk-B 2130 ml Boneshaker 6 Pk-B 2046 ml NOTE: The Nesting Table Map is used for all of the Nesting Table Layouts. 112 Promotional Turn 4

109 Nesting Table Theme: N2 golocal: selection of VQA Wines Location LCBO# Description Format A Sandbanks Estate Baco Noir VQA 750 ml B Sandbanks Estate Dunes Vidal VQA 750 ml C Sandbanks Estate Cabernet Franc VQA 750 ml D Sandbanks Estate Shoreline White VQA 750 ml E Sandbanks Estate Riesling VQA 750 ml F Sandbanks Rose VQA * 750 ml G Sandbanks Shoreline Cabernet Merlot VQA 750 ml H Trumpours Mill Gamay Noir VQA 750 ml I Trumpour's Mill Pinot Noir VQA 750 ml J Trumpour's Mill Pinot Gris VQA 750 ml K Trumpours Mill Riesling VQA 750 ml L Rosehall Run Sullyzwicker Red VQA 750 ml M Rosehall Run Sullyzwicker White VQA 750 ml N Casa Dea Dea's Cuvee VQA Gtm 750 ml O Sandbanks Baco Noir Reserve VQA Gtm 750 ml P Huff Estates Merlot Reserve 2007 (Vintages) 750 ml Q Huff Cuvee Sparkling 2008 (Vintages) 750 ml R Rosehall Run Cuvee County Chardonnay ml Alternate Products Any VINTAGES wines from Prince Edward County Any VINTAGES wines from Prince Edward County Any VINTAGES wines from Prince Edward County 750 ml 750 ml 750 ml Any VINTAGES wines from Prince Edward County 750 ml NOTE: The Nesting Table Map is used for all of the Nesting Table Layouts. Marketing & Product Guide - I Love Canada 113

110 Nesting Table Theme: N3 Ready-To-Drink Location LCBO# Description Format A Vex Raspberry Lemonade 1980 ml B Bacardi Breezer Strawberry Daquiri Pet 4pk-B 1320 ml C Mike's Hard Black Cherry 1320 ml D Woody's Pink Grapefruit 4 Pk-B 1320 ml E Smirnoff Mixed Drinks Blubry/Lemonade 4pk-B 1320 ml F Rockstar Mango Orange 473 ml G Seagram ml H Black Fly Vodka Citrus Mixed Drink 1600 ml I Rev Pet 4 Pk-B 1320 ml J Bassano Hard Soda Raspberry Pomelo 4 Pk-B 1320 ml K Jaw Drop Lemon 473 ml L Woody's Café Collection 1100 ml M SG White Cosmo 750 ml N Malibu Cocktails Pina Colada 1750 ml O Sinsations Ultimate Pina Colada 750 ml P VnC Mango Daiquri 750 ml Q Vodka Mudshake - Pina Colada 4 Pk-B 1080 ml R Mike's Hard Lemonade 4 Pk-B 1320 ml NOTE: The Nesting Table Map is used for all of the Nesting Table Layouts. 114 Promotional Turn 4

111 Vintages - Sold Program: New Essentials on Display Table Date: June 18, 2012 Objective There are 2 new Vintages Essentials products. Space on the Vintages Display Table has been sold to the trade to promote these products during PT4. The products will be offered pre-wrapped. The wrap is free to customers. Participating Stores 10, 21, 31, 115, 171, 187, 226, 252, 334, 344, 346, 355, 360, 361, 367, 371, 373, 381, 416, 432, 445, 452, 470, 495, 523, 544, 556, 605, 703, 771 Participating Products LCBO# Description Price Megalomaniac Narcissist Riesling (V) $ Tawse Sketches Of Niagara Chardonnay (V) $19.95 Components Nesting Table Sign Hot Buttons Flip-Top Shelf Talker Cellophane Bottle Wrap Kit (includes: bags, purple ribbons, A Gift for You gift tags) Components will arrive by June 18, Stores are not charged for the wrap components. Marketing & Product Guide - I Love Canada 115

112 Vintages - Sold Program: New Essentials on Display Table Date: June 18, 2012 Merchandising Instructions The promotion of the participating products has been sold to the trade. Participation is mandatory - the products must be merchandised on the table. Instead of the A Tour of France Release sign, install the Vintages Display Table sign. It will remain in place for the Vintages July 21 st Release. Wrap the middle facing of the 2 new Essentials products with the wrap components supplied. Do not wrap the other products on the table. Please replenish the wrapped products until supply of wrap components is depleted. VINTAGES Fine wines set the pace on ATOUR OF FRANCE A SALUTE TO SOUTH AFRICA COOL-CLIMATE CHARDONNAY DISCOVER OUR R ELATEST L E A SCOLLECTION, E D A T E : SIN A STORES T U R D ASATURDAY, Y, J U N E JULY 2 3, 7, Promotional Turn 4