TRADE COPY ONLY. Whisky Rocks T-shirt 04 Four Week Super Sale 24 NEW - Flighted End Aisles 34

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1 Whisky Rocks T-shirt 04 Four Week Super Sale 24 NEW - Flighted End Aisles 34 Marketing & Product Guide PT4 PT8 October 13 - November 9, 2013

2 PT8 - Features Whisky Rocks T-Shirt 04 The signature piece of the PT8 promotion is the Whisky Rocks T-shirt. To effectively communicate the sale of these T-shirts, we have produced Shelf Talkers, and a self-merchandiser. Cash Cards will be provided in order to process the discounted price. Four Week Super Sale 24 Last year was a banner year for innovation and growth during the Whisky rocks campaign, with 7 new Canadian whisky products, sales really rocked! Don t have a hero display? No problem, the promotions will be active in all stores, please use any discretionary display space should you want to promote these products during the sale period. To further engage customers, there is a new Hero sign for every week of this promotion. Be sure to make the switch every week. NEW - Flighted End Aisles for Whisky Rocks 34 End Aisles 1-10 will focus on big brands and will be the same for all stores. End Aisles follow a strategy that promotes specific brands where they have the greatest potential to move additional volume, stores are flighted into Import focus or Canadian focus and will have some different products on promotion.

3 Marketing & Product Guide Goals of the Promotion 03 Whisky Rocks T-Shirt 04 Official Canadian Whisky Glass 06 Whisky Rocks Music Video Competition 08 Whisky Rocks Concert Shelf Talker 10 Whisky Rocks Branded Supplier Shelf Talker 11 NHL Block Pile Display 12 Whisky Descriptors 14 Whisky Rocks QR Cocktail Shelf Talkers 16 Advertising 17 Promotional Sign Gallery 21 Four Week Super Sale - Hero Display 24 PODS 35 Signature Collection 39 Mini-Thematic 43 Postal Code Survey Cash Dangler 47 Social Responsibility In-store Signage 49 Exterior Springer Sign 55 Shopping Cart Signs 57 Front End Merchandiser 59 Wine Fridge 65 Seasonal & New Product Fixture Program 69 Gifting 75 Halloween Beer Program 81 Special Promotions Fixture 83 Ontario Wines Programs 85 Beer Programs 95 Ontario Craft Beer End Aisle 96 Brewery Spotlight 97 Craft Beer Program 98 Ontario Craft Beer (Quarterly Program) 99 Vintages Superstars 101 Vintages BAM & LTO Signage 103 FOOD & DRINK 105 Participating Stores 113 Sold Space Programs 121 Display Table Guidelines 151

4 Thematic Promotion Whisky Rocks October 13 - November 9, 2013 Whisky Rocks is back at the LCBO! This year s promotion features your favourite whiskies from around the world, a fresh new look and interesting spins on the Old Fashioned. This year s promotion is bigger and better and includes a rock concert, a music video competition, and the Whisky Rocks T-shirt is back and so is the official Canadian Whisky Glass and much more.

5 Whisky Rocks T-Shirt Overview The signature piece of the PT8 promotion is the Whisky Rocks T-shirt. The T-shirt retails for $8.95 when purchased on its own or $6.95 when purchased with a Whisky product. T-shirts are available in a mix of adult Medium, Large, X-Large and XX-Large. To effectively communicate the sale of these T-shirts, we have produced Shelf Talkers, and a self-merchandiser. Cash Cards will be provided in order to process the discounted price or manually enter LCBO# into the POS system. The T-shirts should be on display from October 14th until the end of the promotion or until you sell through your stock. If the T-shirts sell through, recycle the self-merchandiser and all Shelf Talkers. Key Dates T-shirt Ship Date: October 7, 2013 Install: October 14, 2013 Takedown: November 11, 2013 Participating Stores 5, 10, 21, 22, 23, 25, 27, 31, 34, 35, 39, 40, 44, 45, 55, 57, 60, 61, 62, 64, 65, 68, 72, 73, 74, 82, 95, 97, 102, 106, 115, 130, 145, 153, 154, 156, 165, 167, 171, 175, 187, 188, 192, 195, 198, 199, 200, 201, 209, 217, 221, 226, 228, 233, 242, 243, 249, 250, 252, 263, 265, 269, 278, 287, 288, 298, 300, 311, 312, 325, 326, 329, 334, 340, 344, 346, 351, 355, 358, 359, 360, 361, 367, 371, 373, 378, 381, 384, 385, 386, 390, 393, 398, 407, 416, 417, 425, 431, 432, 434, 436, 437, 438, 443, 444, 445, 453, 459, 465, 470, 481, 490, 494, 495, 497, 501, 522, 523, 536, 542, 544, 545, 549, 551, 555, 559, 566, 568, 575, 579, 580, 586, 587, 593, 602, 609, 616, 617, 623, 627, 630, 631, 632, 700, 771, Promotional Turn 8 - Whisky Rocks

6 Whisky Rocks T-Shirt Inventory Management LCBO# Whisky Rocks T-shirt $8.95 LCBO# Whisky Rocks T-shirt $6.95 (or use provided Cash card) The regular price shirts and the discounted shirts are recognized as separate items on the POS system. You will receive the T-shirt at the discounted price under LCBO# LCBO # must be zeroed out using stock overage since it will be a negative value. At the end of the period, please use ISE adjustment: Stock Shortage for LCBO# NOTE: Please ensure that the shortage on LCBO# is equal to the overage on LCBO# Merchandising Instructions Kits will contain a T-shirt Merchandiser, Shelf Talkers and a Cash Card. (Re-order # ) T-shirt Merchandiser Merchandise the T-shirts in the self-merchandiser. Stores should take one extra large T-shirt out of its polybag to display as a sample. Please put the T-shirts into separate parts of the dump box using the cross-divider provided. Shelf Talkers Participating stores will receive Whisky Rocks T-shirt Shelf Talkers that are displayed throughout the Whisky section. Cash Card All stores will receive a Whisky Rocks T-shirt cash card that indicates the reduced price $6.95 and regular price $8.95, the LCBO # s and the barcodes to simplify processing the sale. Each store will receive enough cash cards to have one at each check out. Marketing & Product Guide 5

7 Official Canadian Whisky Glass Overview Once again, we will be featuring the Official Canadian Whisky Glass by Glencairn. LCBO# Canadian Whisky Glass $ 4.95 LCBO# Canadian Whisky Glass 6-PK $19.95 There is a limited number of cases available so these will be shipped to stores the week of October 7th, Receive this product into store inventory using SKU ($4.95) single unit number since the glasses are all received as single units and adjusted at the end of the period for 6-pack sales as stated in the Inventory Corrections section. Participating Stores Participating Stores and Distribution: The Whisky Glass allocation lists, by store, is posted on the Sales and Marketing Intranet portal page and published in PT8 worksheets. 1, 3, 5, 6, 8, 10, 11, 12, 13, 14, 15, 17, 18, 19, 20, 21, 22, 31, 32, 35, 37, 39, 40, 42, 44, 45, 50, 53, 54, 57, 59, 60, 62, 63, 65, 68, 69, 71, 77, 79, 80, 82, 86, 90, 97, 101, 102, 103, 106, 109, 115, 130, 132, 136, 139, 144, 149, 152, 153, 154, 155, 156, 163, 164, 168, 171, 175, 183, 184, 185, 186, 187, 188, 191, 195, 198, 200, 201, 207, 212, 214, 217, 218, 222, 223, 225, 226, 227, 228, 232, 234, 237, 242, 243, 244, 247, 248, 252, 253, 257, 263, 265, 266, 268, 269, 278, 279, 287, 288, 292, 294, 295, 298, 311, 320, 324, 325, 329, 340, 343, 345, 346, 353, 355, 359, 360, 362, 366, 371, 373, 378, 381, 383, 386, 388, 389, 390, 394, 397, 398, 402, 404, 406, 407, 408, 411, 415, 416, 425, 428, 432, 434, 436, 437, 438, 442, 444, 445, 452, 453, 456, 457, 465, 468, 469, 470, 472, 479, 481, 484, 485, 494, 499, 501, 511, 517, 521, 526, 528, 533, 534, 536, 540, 543, 545, 546, 548, 553, 555, 556, 559, 563, 568, 569, 572, 573, 575, 579, 580, 584, 587, 593, 601, 602, 605, 610, 616, 617, 618, 619, 623, 624, 627, 629, 630, 632, 634, 635, 638, 642, 643, 694, 700, 703, 771, Promotional Turn 8 - Whisky Rocks

8 Official Canadian Whisky Glass Operational Details Receive this product into store inventory using SKU ($4.95) Stores can sell the product as a single unit ( ), or a 6 pack ( ) Inventory Corrections Since the Whisky Glasses are received under SKU (Single unit) sales of the Whisky Glasses under SKU (6 Pack) result in a negative TSI. To adjust the negative TSI and correct your inventory please follow the procedure outlined below. At the end of the promotion please set SKU to zero TSI by doing an Adjustment - Stock Overage on the ISE system. Then do an Adjustment - Stock Shortage on SKU for the total number of units sold under SKU (6 units per sale). 1 sale under SKU = 6 units of e.g. An adjustment of +10 TSI of # (6 units) = an adjustment of -60 # (1 unit) Note: The over/short dollar amounts will not zero out due to the price difference between single units and 6 packs. Finance is aware of this discrepancy and will correct this in the background so it will not affect your monthly over/short account. Shelf Talker Marketing & Product Guide 7

9 Whisky Rocks Music Video Competition Overview With the success of last year s Whisky Rocks Music Video Competition, we ve brought it back and taking it up a notch. We will be promoting our Whisky Rocks Showdown Music Video Competition in-store and online. Customers can enter an online music video competition by submitting a video of an original song along with their lyrics to whiskyrocks.com. The submission entry dates are from September 23, 2013 to October 11, For full rules and regulations, details of prizing and how to submit an entry please refer customers to Prizes this year includes A Long & McQuade Instruments gift card prize package with a retail value of approx. $ Customers will be encouraged to vote on whiskyrocks.com for their favourite artist(s). The voting will help decide the 3 finalists that will perform live opening for Theory of a Deadman, November 7, 2013 at the London Music Hall 185 Queen s Ave., London, Ontario. Customers can vote on the website from October 17 until October 30, Judging will happen live at the Whisky Rocks Showdown Concert. Competition Overview A charity concert and tasting event presented by Dixon Hall will take place at London Music Hall, London ON on Thursday, November 7, This special event is sponsored by Black Velvet Toasted Caramel Whisky, Crown Royal Maple, Forty Creek Copper Pot, Wiser s Spiced Vanilla Whisky, Canadian Club Classic and Wiser s Spiced Vanilla Whisky in partnership with the LCBO. Special performances by Theory of a Deadman and 3 opening acts chosen by the winners of the Whisky Rocks Showdown Competition. It s going to be the event of the year! Proceeds will benefit Dixon Hall (a music education-based charity). 8 Promotional Turn 8 - Whisky Rocks

10 Whisky Rocks Music Video Competition There will be newspaper and magazine advertisements announcing the WHISKY ROCKS concert, in London and the GTA in The Grid, Now, Scene, Metro London and Exclaim. There will be digital ads promoting the concert and competition throughout PT8. Tickets will be available for sale as of September 20, Posters throughout the GTA and London starting the week of October 15 to promote the event. Date: Thursday November 7th, 2013 Location: London Music Hall 185 Queens Ave London ON Price: Tickets will go on sale September 20 through londonmusichall.com $ service fees. Concert: Door opens at 7:30pm Age Restrictions: Strictly 19+ Proof of ID required (Management reserves the right to refuse entry) NOTE: Ticket price includes performances, light hors d oeuvres, pop, water. No cash bar available during this special event. Poster Marketing & Product Guide 9

11 Whisky Rocks Concert Shelf Talker Overview Pre-printed Shelf Talkers supporting this years Whisky Rocks Concert and Competition will be shipped to all stores. Key Dates Ship Date: October 7, 2013 Install: October 14, 2013 Takedown: November 8, 2013 Components Shelf Talker (Re-order # DMS ) Merchandising Instructions Shelf Talker Install the Shelf Talkers throughout your store to promote the Whisky Rocks Concert and Competition. 10 Promotional Turn 8 - Whisky Rocks

12 Whisky Rocks Branded Supplier Shelf Talker Whisky Rocks Branded Supplier Shelf Talkers Pre-printed Shelf Talkers highlighting the brands that are supporting this years Whisky Rocks Concert will be shipped to all stores. Key Dates Ship Date: October 7, 2013 Install: October 14, 2013 Takedown: November 8, 2013 Components Shelf Talkers (Re-order # DMS ) There are 5 versions of the Shelf Talkers: Black Velvet Toasted Caramel Whisky Crown Royal Maple Forty Creek Copper Pot Wiser s Spiced Vanilla Whisky Canadian Club Classic Merchandising Instructions Pre-printed Shelf Talkers (5 versions) Install the Shelf Talkers in section in front of participating products. Shelf Talker Marketing & Product Guide 11

13 NHL Block Pile Display Overview To promote the start of the NHL season and the partnership with Smirnoff, Crown Royal, Diageo and Captain Morgan. Key Dates Ship Date: October 7, 2013 Install: October 14, 2013 Takedown: October 29, 2013 Participating Stores 1, 10, 15, 21, 22, 23, 24, 31, 34, 35, 36, 38, 47, 49, 50, 55, 58, 63, 70, 72, 73, 74, 80, 82, 85, 86, 93, 95, 97, 101, 106, 115, 130, 132, 140, 145, 148, 153, 155, 166, 171, 175, 179, 185, 187, 188, 190, 193, 195, 198, 199, 200, 201, 207, 209, 212, 216, 217, 218, 221, 226, 228, 233, 242, 243, 248, 249, 252, 253, 255, 263, 265, 266, 279, 288, 298, 300, 310, 311, 312, 325, 326, 329, 334, 340, 344, 345, 346, 351, 355, 359, 360, 361, 362, 367, 371, 373, 378, 381, 382, 383, 385, 386, 388, 390, 392, 393, 394, 397, 398, 400, 401, 404, 407, 408, 412, 416, 417, 425, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 446, 452, 453, 458, 459, 465, 470, 475, 481, 485, 490, 491, 494, 495, 497, 499, 501, 505, 511, 517, 518, 522, 523, 528, 536, 539, 540, 542, 544, 545, 549, 553, 555, 556, 564, 566, 568, 569, 572, 573, 575, 584, 586, 587, 589, 590, 593, 598, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 630, 631, 632, 634, 635, 641, 642, 677, 694, 700, 702, 703, 706, 771, 776 Participating Products LCBO# 1487 Crown Royal 750 ml LCBO# 67 Smirnoff Vodka 750 ml LCBO# Smirnoff Vodka PET 1140 ml LCBO# Captain Morgan Spiced Rum 750 ml 12 Promotional Turn 8 - Whisky Rocks

14 NHL Block Pile Display Signage and Merchandising Instructions Block Pile Kit (Re-order# DMS ) Each Kit will include: Pole Toppers Pod Riser Wraps Pricer Cards Generic In-section Shelf Talkers Stores are asked to use two facings of each product where possible. If you have only 1 facing of each sku please use only one Pole Topper. Please use the corresponding branded riser wrap to wrap the risers that support the Block Pile. Place the corresponding Pricer Card with each cut case of the products on the display. Place the generic in-section Shelf Talker in front of any Captain Morgan, Smirnoff or Crown Royal product in-section. Stores not included in the full program will receive a bundle of the Shelf Talkers to display in-section. Pole Topper Shelf Talker Pricer Card Pod Riser Wraps Marketing & Product Guide 13

15 Whisky Descriptors - Shelf Talker Key Dates Ship Date: October 7, 2013 Install: October 14, 2013 Takedown: Do not remove until further notice. No re-ordering. Participating Stores All stores. 14 Promotional Turn 8 - Whisky Rocks

16 Whisky Descriptors Whisky Descriptor Explained Just like people, whiskies come in all flavours/personalities and styles, from light and fruity to full and smoky (from laid back & easy going, to hard-coreintense). There is a whisky to suit every personality, mood or occasion. We will help customers find the whisky that best suits them. How this works The bin ticket display the country of origin, as well as a two-word descriptor to help the customer decide what they would like to purchase. 1. Intensity The first word of the descriptor will be the initial impression of the whisky. Subtle We like to call this the nod, the bodies and flavour profiles of these whiskies could also be described as: light, smooth, mellow or delicate. They are not obvious upon first consumption; the flavours are not densely packed or heavy. Medium We like to call this the wave, The body and flavours of these whiskies will be somewhere in the intermediate, you can t see them coming from a mile away, but you won t need a microscope to detect them either. Bold We like to call this the handshake. Other terms to describe these whiskies could be full, rich. Some definitions of bold: courageous, confident, audacious, spirited, fearless, immodest, standing out distinctly, conspicuous. 2. Flavour / Aroma The second word in the descriptor will be the dominant flavour or aroma profile (given that many whiskies are complex and will cross over between profiles, we ve taken a snapshot of the most dominant). Sweet: you might taste (or smell) vanilla, caramel, toffee, honey, coconut Fruity: you might taste (or smell) fresh fruit (apples, pears, peaches, mango), cooked fruit (jams, pie filling), dried fruit (figs, apricots, raisins); Spicy: you might taste (or smell) spices (cinnamon, star anise, nutmeg, ginger, peppercorns), hot peppers Smoky: you might taste (or smell) peat, campfire, charcoal, smoked salmon Floral: you might taste (or smell) fresh flowers, garden or florist shop (carnations, roses), dried flowers, lavender Herbal: you might taste (or smell) leaves, grass, hay, pine needles Marketing & Product Guide 15

17 Whisky Rocks QR Cocktail Shelf Talkers Overview All stores will receive pre-printed shelf talkers highlighting cocktails from the Whisky Rocks FSI. Key Dates Ship Date: October 7, 2013 Install: October 14, 2013 Takedown: November 8, 2013 Participating Stores All Stores Merchandising Instructions Pre-printed Shelf Talkers (8 versions) (Re-order# DMS ) Install the shelf talkers throughout the Whisky and Scotch sections of your store for the duration of P8 promotion. 16 Promotional Turn 8 - Whisky Rocks

18 LY ON Advertising FSI Radio Advertising CO PY BAM Blast t event A Special Concer Featuring: V7 THURS. NO Ave., London L, 185 Queens pm Doors open at 7:30 check out whiskyrocks.com for details. THE FLAVOUR FOR FALL Bacon gets the Whisky Treatment WHISKY FOR BEGINNERS Tasting Tips and Delicious Cocktails TREND REPORT Rye s In The Spotlight TR AD E LONDON MUSIC HAL Brought to you by: Please drink responsibly LC Whisky Rocks_FSI_Final_setup.indd :54 PM Whisky Rocks FSI

19 Advertising Overview We ve done it again! The 2013 Whisky Rocks FSI is a magazine jam-packed with features guaranteed to captivate our customers. For starters, we ve got an unexpected story the combines Whisky, cupcakes and rock stars! We asked Vancouver band Theory of a Deadman to sample four whiskies with four frosted cupcakes. And they rocked it. Next up: bacon. We ve created easy bacon dishes and cocktails! Who could possibly resist this crispy Canuck classic? Starting with a hot cover shot of the band, then taking readers on a journey of international whiskies and brand-new whisky cocktails, the magazine is photographed and written by top columnists and whisky experts. They uncover the secrets to the Aberlour distilleries success; trace the history and unveil the future of that Mad Men staple, the Old Fashioned; and, last but never least for our customers, provide simple tips for whisky newbies. You ll want to read this cover to cover. Enjoy! FSI Drop Date Our FSI is dropping in the following markets. Publication Drop Date Globe and Mail (Ontario Edition) Saturday, October 19, 2013 Guelph Mercury Thursday, October 17, 2013 Hamilton Spectator Saturday, October 19, 2013 Kitchener Waterloo Record Saturday, October 19, 2013 Brampton Guardian Friday, October 18 Mississauga News Friday, October 18 Orangeville Banner Thursday, October 17 Toronto Star Saturday, October 19, 2013 National Post Saturday, October 19, 2013 Ottawa Citizen Saturday, October 19, 2013 Thunder Bay Chronicle Saturday, October 19, 2013 Windsor Star Saturday, October 19, 2013 Barrie Examiner Saturday, October 19, 2013 Kingston Whig Standard Saturday, October 19, 2013 London Free Press Saturday, October 19, 2013 North Bay Nugget Saturday, October 19, 2013 Ottawa Sun Sunday, October 20, 2013 Peterborough Examiner Saturday, October 19, 2013 St. Catherines Standard Saturday, October 19, 2013 Sudbury Star Saturday, October 19, 2013 Toronto Sun Sunday, October 20, Promotional Turn 8 - Whisky Rocks

20 Advertising Participating Products LCBO Description Format Bulleit Bourbon 750 ml Tullamore Dew Irish Whiskey 750 ml Auchentoshan 12 YO Single Malt Scotch 750 ml Canadian Club Sherry Cask 750 ml Chivas Regal 12 YO 1140 ml The Glenlivet 12 YO Malt 1140 ml Amrut Fusion Single Malt Whisky 750 ml Collingwood 700 ml Laphroaig 10 YO 750 ml Aberlour Single Highland Malt 10 YO 750 ml McClelland s Single Malt Highland Scotch 750 ml Mackmyra The First Edition 750 ml Writers Tears Pot Still Irish Whiskey 750 ml Wild Turkey 81 Proof Kentucky Straight Bourbon 750 ml Pike Creek Double Barreled Canadian Whisky 750 ml Alberta Premium Dark Horse Whisky 750 ml Canadian Club Classic 750 ml Crown Royal Maple Finish 750 ml Knob Creek Bourbon 750 ml Basil Hayden 750 ml Nikka Taketsuru Pure Malt 12YO Whisky 750 ml Kilbeggan 750 ml Knob Creek Rye 750 ml Aberlour Single Highland Malt 21 YO 750 ml Aberlour Single Highland Malt 12 YO 750 ml Wild Turkey Rye 750 ml Ardbeg 10YO Islay Scotch Whisky 750 ml Aberlour A Bunadh Scotch Whisky 750 ml Buffalo Trace Bourbon 750 ml Radio There will be 30 second radio ads promoting the Whisky Rocks Competition and Concert. The PT8 Whisky Rocks Promotion and the four Super sales (see page 26). There will be 10 second radio tags in London ON. Marketing & Product Guide 19

21 BAM Blast Overview During PT8, BAM blast will be sent out by Loyalty Group for the following products. LCBO# Canadian Club Classic 1750 ml 25 BAM LCBO# Chivas Regal 18 Year Old 750 ml 30 BAM LCBO# Knob Creek Bourbon 750 ml 15 BAM LCBO# Writers Tears Pot Still Irish Whiskey 700 ml 15 BAM Key Dates The s will be going out to Air Miles customers the following weeks:.canadian Club Classic October 16 Chivas Regal October 23 Knob Creek Bourbon October 30 Writers Tears Pot Still November 6 20 Promotional Turn 8 - Whisky Rocks

22 Promotional Sign Gallery All promotional sign components are available for re-order using their corresponding re-order numbers. If a sign component is missing or damaged, call hellolcbo ( ) and quote its re-order number. Please have a copy of this Marketing & Product Guide on hand for reference. Thank you. Music CD re-order# DMS We would like to hear your comments about this period s music. Please you feedback to jayne.roos@lcbo.com

23 Promotional Signs Component Where to install sign Re-order Code Images Exterior Banners Whisky Rocks with Guitar (DOMINANT) Banners: 43 w x 87 h Exterior Banners Whisky Rocks with Record Banners: 43 w x 87 h Exterior on building Promotional Turn 8 - Whisky Rocks

24 Promotional Signs Component Where to install sign Re-order Code Images Exterior Transparency Whisky Rocks with Guitar (DOMINANT) Transparencies: 28 w x 54 h Exterior Transparency Whisky Rocks with Record Transparencies: 28 w x 54 h Only for stores #452, #528, #568. These are installed by the vendor Marketing & Product Guide 23

25 Promotional Signs Four Week Super Sale Don t have a hero display? No problem, the promotions will be active in all stores, please use any discretionary display space should you want to promote these products during the sale period. Hero Display Super sales add excitement and sales opportunity to Whisky rocks! Last year was a banner year for innovation and growth during the Whisky rocks campaign, with 7 new Canadian whisky products, sales really rocked! This year we have less product innovation but want to keep the whisky momentum going. To help boost sales and increase consumer excitement during the period, we have organized four great super sales to bring customers into your stores. Starting each Monday the hero display will be used to display one super sale product for a week long promotion. Stores will have to remove the previous week s super sale product from the display by the start of business day on the Monday of each week and change to the corresponding signage. Participating Stores 1, 5, 6, 10, 11, 15, 17, 18, 19, 20, 21, 22, 23, 26, 27, 31, 34, 35, 36, 38, 40, 41, 43, 44, 50, 55, 57, 62, 63, 64, 65, 68, 73, 74, 79, 80, 82, 85, 86, 90, 93, 95, 101, 102, 106, 115, 125, 130, 132, 140, 148, 149, 152, 154, 156, 163, 164, 165, 167, 168, 171, 179, 182, 185, 187, 188, 190, 191, 195, 196, 198, 200, 201, 207, 209, 211, 212, 216, 217, 218, 221, 226, 228, 233, 242, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 287, 288, 298, 300, 311, 321, 324, 325, 326, 329, 334, 340, 344, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 401, 402, 404, 407, 408, 412, 415, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 457, 458, 459, 465, 467, 470, 481, 485, 490, 491, 494, 495, 497, 499, 501, 505, 511, 518, 521, 523, 528, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 559, 563, 564, 566, 568, 569, 572, 573, 575, 579, 580, 584, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 634, 641, 643, 694, 698, 699, 700, 702, 703, 706, 771, 776 **IMPORTANT** Please note the Hero displays for all four weeks will be shipped at the beginning of the promotion. DO NOT throw away the package with the remainder of the signs until after the promotion has ended. 24 Promotional Turn 8 - Whisky Rocks

26 Promotional Signs Component Where to install sign Re-order Code Images Hero Display Hero Display Banner Stand Insert Wiser s Spiced Whisky Dimensions: 20 w x 70 h Hero Display Banner Stand Insert JW Red Dimensions: 20 w x 70 h Pricer Cards (4 versions ) V.1 Wiser s Spiced Vanilla Whisky V2. JW Red V3. Canadian Club Classic V4. The Glenlivet Dimensions: 8 w x 7 h WEEK 1 Monday October 14 - Sunday October 20, 2013 Item # Description Size Wiser's Spiced Vanilla Canadian Whisky 750 ml Hero Display WEEK 2 Monday October 21 - Sunday October 27, 2013 Item # Description Size Johnnie Walker Red Label 1140 ml Hero Display DMS Marketing & Product Guide 25

27 Promotional Signs Component Where to install sign Re-order Code Images Hero Display Banner Stand Insert Canadian Club Classic Dimensions: 20 w x 70 h Hero Display Banner Stand Insert Glenlivet Dimensions: 20 w x 70 h Hero Display WEEK 3 Monday October 28 - Sunday November 3, 2013 Item # Description Size Canadian Club Classic 1140 ml Hero Display WEEK 4 Monday November 4 - Sunday November 11, 2013 Item # Description Size The Glenlivet 12YO Single Malt Scotch Whisky 1140 ml 26 Promotional Turn 8 - Whisky Rocks

28 Promotional Signs Component Where to install sign Re-order Code Images Thematic Banner Stand Insert Whisky Rocks with Guitar Dimensions: 20 w x 70 h Beer Fridge Poster Whisky Rocks with Guitar Dimensions: 22 3/4 w x 53 3/4 h Thematic Banner Stand (store entrance) For Beer Fridge Marketing & Product Guide 27

29 Promotional Signs Component Where to install sign Re-order Code Images French Show Card Le Whisky, comme ca te chante Dimensions: 28 w x 45 h English Show Card Whisky Rocks English/ Whisky rock English Dimensions: 28 w x 45 h English Show Card The Old-Fashioned/ Competition Dimensions: 28 w x 45 h Install in the windows on the hangers Promotional Turn 8 - Whisky Rocks

30 Promotional Signs Component Where to install sign Re-order Code Images Power Aisle Banners Guitar/Record 45 w x 30 h Tasting Bar Sign Whisky Rocks with Guitar 21 15/16 w x 32 9/16 h Over the central aisle, closest to the entrance. Alternate every other one. Install in the frame on the portable Tasting Bar. Some stores will be supplied a backlit sign holder Marketing & Product Guide 29

31 Promotional Signs Perimeter Component Where to install sign Re-order Code Images Perimeter Banner Whisky Rocks Dimensions: 30 w x 30 h Perimeter Transparency Square Whisky Rocks Dimensions: 28.5 w x 28.5 h On the hangers around the periphery of the store. All transparency signs are vendor installed between October 13 - October If not installed by end of day October 18, 2013, please contact hellolcbo Promotional Turn 8 - Whisky Rocks

32 Promotional Signs Perimeter Component Where to install sign Re-order Code Images Perimeter Transparency Horizontal Whisky Rocks with Guitar Dimensions: 45.5 w x 28.5 h Perimeter Transparency Horizontal Whisky Rocks with Record Dimensions: 45.5 w x 28.5 h All transparency signs are vendor installed between October 13 - October If not installed by end of day October 18, 2013, please contact hellolcbo Marketing & Product Guide 31

33 Promotional Signs - Perimeter Component Where to install sign Re-order Code Images Perimeter Transparency Vertical Whisky Rocks with Guitar (DOMINANT) Transparencies: 28 w x 54 h Perimeter Transparency Vertical Whisky Rocks with Record Transparencies: 28 w x 54 h All transparency signs are vendor installed between October 13 - October If not installed by end of day October 18, 2013, please contact hellolcbo Promotional Turn 8 - Whisky Rocks

34 Promotional Signs - End Aisles Component End Aisle Backer Cards Dimensions: 30 w x 24 h Branded Backer Card Please see next page (pg 34) for details on the flighted End Aisles for Whisky Rocks. End Aisle Products Re-order Code 1 Forty Creek Copper Pot "Get Back"/ Cocktails Must-Haves Wiser's Deluxe "Wise Up"/ Today's Wine Discovery Crown Royal "Noble Birth"/ For Whisky Lovers Forty Creek Barrel Select "Natural Selection"/ Beer Headquarters Canadian Club Classic "No Inhibitions"/ No-Fuss Cocktails Jack Daniels "Classic Rock"/ Cocktails Must-Haves Johnnie Walker Black "Not Blowin' Smoke"/ Today's Wine Discovery Gibsons 12Yr "Hometown Hero"/ For Whisky Lovers Grant's "British Invasion"/ Beer Headquarters Jameson "Sláinte!"/ No-Fuss Cocktails Pa) Glenfiddich 15 "An Adult Now"/ Pb) Alberta Premium "A Rare Treat" Pa) Ballentines "Start Here"/ Pb) Seagram's V.O. "Make It Your Own" Pa) Glenlivet 12YO "Floral Shop"/ Pb) Wiser's Special Blend"'Round The Blend" Pa) Crown Royal Maple "Griller Thriller"/ Pb) CC Dock 57, Wisers's Spiced, Spicebox "Spice It Up" Pa) CC Dock 57,Wisers's Spiced, Spicebox "Spice It Up"/ 15 Pb) Dark Horse, Wiser's Small Batch, CC Sherry Cask "Small Batch'n" Pa) Buffalo Trace,Maker's Mark,Wild Turkey "Southern Belles"/ Pb) J&B, Ballentines, Famous Grouse "Start Here" Pa) J&B "This Calls For A Cocktail!"/Pb) Royal Reserve "R&R" Pa) Dark Horse, Wiser's Small Batch, CC Sherry Cask "Small Batch'n"/ Pb) Hiram Walker Special Old "Class Act" Pa) Alberta Premium "A Rare Treat"/ Pb) Black Velvet "If You Please" Pa) Seagram's V.O. "Make It Your Own" / Pb) Canada Gold "Indie Spirit" Marketing & Product Guide 33

35 Promotional Signs - End Aisles End Aisle Products Re-Order Code Images Generic Cocktail Must-Haves Generic Generic Today s Wine Discovery/ For Whisky Lovers Beer Headquarters/ No-Fuss Cocktails NEW - Flighted End Aisles for Whisky Rocks In order to maximize sales, leverage our inventory investment and make the most relevant promotion for your local customer base, this year we will be flighting the end aisles for the Whisky Rocks promotion. End Aisles 1-10 will focus on big brands and will be the same for all stores. End Aisles follow a strategy that promotes specific brands where they have the greatest potential to move additional volume, stores are flighted into Import focus designated by Pa) or Canadian focus designated by Pb) and will have some different products on promotion. Please refer to the store listings on the top of pages 124 and 126 to determine which flight your store is participating in and set up the promotion accordingly. Be sure to take note of this change, and set up your End Aisles accordingly. This is reflected on you Location Map. Any questions about the PT8 End Aisles can be directed to: Marijke McLean Promotional Turn 8 - Whisky Rocks

36 Promotional Signs - Pod Program Example of a Flat Pod Participating stores 1, 10, 15, 17, 21, 23, 31, 38, 41, 44, 55, 57, 65, 74, 148, 149, 164, 171, 185, 187, 191, 195, 198, 200, 211, 217, 221, 226, 233, 249, 252, 253, 263, 269, 288, 298, 300, 326, 329, 344, 346, 351, 355, 359, 361, 367, 373, 378, 381, 383, 386, 390, 392, 394, 397, 398, 401, 407, 412, 416, 427, 428, 437, 438, 443, 444, 457, 459, 470, 481, 485, 490, 491, 497, 511, 522, 523, 528, 534, 536, 542, 545, 551, 556, 566, 569, 575, 580, 584, 587, 605, 609, 619, 623, 624, 627, 630, 632, 634, 641, 643, 694, 698, 699, 700, 703, 706, 776 Overview The pod display is a merchandising program that highlights products in the most favourable and high traffic locations of the top destination stores. The program runs for the full Promotional Turn. Component Where to install sign Re-order Code Images POD Riser Wrap 5 versions Pod 1a Collingwood Pod 1b Lot No 40 Pod 2a Jim Beam White Label Pod 2b Bushmills Irish Whiskey Pod 3a & Pod 3b McClellands POD Pricer Cards Whisky Rocks 6 versions / bundle Wrap around the riser width-wise only. DMS Marketing & Product Guide 35

37 Promotional Signs - Pod Program Component Where to install sign Re-order Code Images Pod 1 Display Backers Flat POD Pod 2 Display Backers Flat POD Pod 3 Display Backers Flat POD Power Aisle or prominent locations of the store. LCBO# Description Size (ml) 1A Collingwood 750 1B Lot No. 40 Single Copper Pot Still Canadian Whisky Please follow installation instructions that will be shipped along with this Pod. Power Aisle or prominent locations of the store LCBO# Description Size (ml) 2A Jim Beam White Label 750 2B Bushmills Irish Whiskey 750 Please follow installation instructions that will be shipped along with this Pod. Power Aisle or prominent locations of the store. LCBO# Description Size (ml) 3A McClelland Speyside Single Malt 750 3B McClelland Single Malt Islay Scotch Please follow installation instructions that will be shipped along with this Pod Promotional Turn 8 - Whisky Rocks

38 Promotional Signs - On Shelf Signs Location On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf Signs Message SAVE Shelf Talkers Pre-printed (Limited Time Offer Program) AirMiles Shelf 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 (New Product Program) Component Specifications Re-order Code Image 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 6 w x 3 h Bilingual/No Price Price/No Price 6 w x 3 h Bilingual/No Price Price/No Price 6 w x 3 h Bilingual/No Price Price/No Price DMS DMS DMS DMS DMS DMS DMS DMS On Shelf In the Spotlight Shelf Talkers Pre-printed (Image Program) 6 w x 3 h Bilingual/No Price DMS Marketing & Product Guide 37

39 Promotional Signs - On Shelf Signs Location On shelf On shelf On shelf On shelf Cut Cases On shelf On shelf On End Aisles Signs Message Pre-printed (Regular Program - 63 versions) Pre-printed (Community Program - 10 versions) Pre-printed (Discovery Program - 8 versions) Blank Shelf Talkers LCBO stamp (1 version x 50 per bundle) Blank Pricer Cards LCBO stamp (1 version x 50 per bundle) Blank Extender Strips LCBO stamp (1 version x 15 per bundle) Pre-printed Go Green Extender insert - 1 version Pre-printed - Thematic (63 versions) Component Specifications Re-order Code Image Extender strips DMS x 2.5 Extender strips 12 x 2.5 Extender strips 12 x 2.5 Shelf Talkers Blank - 6 x 3 Pricer Cards Blank - 8 x 7 Extender strips Blank - 12 x 2.5 Extender strips Pre-printed - 12 x 2.5 DMS DMS DMS DMS DMS DMS Shelf Talkers - 6 x 5 DMS Promotional Turn 8 - Whisky Rocks

40 New LCBO Initiative Signature Collection Participating Stores 125 stores have been selected to participate in the program. These stores over index in sales of wines from the targeted countries within premium price bands: $16-20, $20-30, $30+. The selected stores are encouraged to review the participating products list and consider bringing in products that they do not currently carry. Participation is strongly recommended for the following stores: 1, 2, 5, 10, 15, 17, 18, 21, 25, 26, 31, 35, 36, 37, 38, 40, 83, 106, 115, 140, 143, 148, 149, 154, 156, 163, 164, 171, 179, 182, 187, 195, 198, 212, 214, 217, 226, 243, 252, 253, 265, 287, 288, 295, 298, 311, 325, 326, 329, 333, 334, 344, 346, 355, 360, 367, 371, 378, 383, 384, 385, 386, 390, 393, 394, 398, 403, 404, 407, 412, 415, 417, 431, 432, 437, 438, 443, 445, 452, 457, 481, 483, 485, 486, 494, 495, 497, 499, 511, 521, 522, 523, 528, 532, 534, 536, 542, 545, 547, 553, 556, 566, 568, 569, 573, 579, 590, 593, 614, 616, 619, 623, 624, 629, 630, 631, 632, 634, 636, 641, 643, 698, 702, 771, 776 Stores not identified above are encouraged to review the product list and consider bringing in a smaller selection (if required) to offer a premium option in Wines for customers.

41 New LCBO Initiative - Signature Collection Overview The Signature Collection is a new program for WINES that features hand-selected products from premium wine-growing regions around the world. The program is designed to: Introduce customers to more premium wines within the LCBO wines portfolio Encourage customers to experiment, trade up and try new, more premium products risk free through this endorsed collection Position these wines as great gifting options, due to their premium price point and promise of excellent quality The Signature Collection products are priced premium relative to the other products within the category sets and over deliver in terms of quality/price value. Participating Products Lcbo # Description Size ml Price Availability Wolf Blass Grey Label Shiraz 750 $ Australia Red Available Stone Dwellers Cabernet Sauvignon 750 $19.95 Australia Red Available Grant Burge Summers Chardonnay 750 $19.95 Australia White Available Rodney Strong Alexander Valley Cabernet 750 $ California Red Available Sauvignon Kenwood Zinfandel Sonoma County 750 $ California Red Now Available Robert Mondavi Chardonnay Napa Valley 750 $ California White Available Brancott Letter Series B Sauvignon Blanc 750 $ New Zealand White Available Whitehaven Pinot Noir 750 $ New Zealand Red Available Ruffino Chianti Classico Riserva Ducale 750 $ Italy Red Available Docg Masi Costasera Amarone Classico Doc 750 $ Italy Red Available Bonacchi Brunello Di Montalcino Docg 750 $ Italy Red Available Batasiolo Barolo Docg 750 $ Italy Red Available Castello Di Neive Barbaresco Docg 750 $ Italy Red Available Henry Fessy Moulin a Vent 750 $ France Red Available L'evidence 750 $ France Red Available Anselme La Fiole Du Pape Chateauneuf 750 $ France Red Available Pape Red Bouchard Beaune de Chateau 750 $ France Red Available Laroche Chablis Saint Martin 750 $ France White Available 40 Promotional Turn 8 - Whisky Rocks

42 New LCBO Initiative - Signature Collection Lcbo # Description Size ml Price Availability Remoissenet Bourgogne Blanc 750 $ France White Available PT Bouchard Pere & Fils Pouilly-Fuisse 750 $ France White Available Guy Saget Sancerre blanc 750 $ France White Available Cockburns Vintage Port 750 $ Port Red Available PT Marques De Riscal Reserva 750 $ Spain Red Available Key Dates Install Date: Immediately Takedown Date: This is a permanent program. Please merchandise signage at all times. Signage Components Signature Collection Pre-printed Shelf Talkers English (Price/No Price 6 w x 3 h) French (Price/No Price 6 w x 3 h) Reorder # Signature Collection Pre-printed Shelf Talkers DMS Merchandising Instructions Signature Collection Pre-printed Shelf Talkers Merchandise the shelf talkers in front of participating products in section. Marketing & Product Guide 41

43

44 Mini Thematic Pinot Noir The Ultimate Food Wine Participating Stores 1, 4, 5, 6, 11, 14, 15, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 34, 35, 36, 38, 40, 41, 44, 50, 55, 57, 60, 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, 211, 212, 214, 217, 221, 226, 228, 233, 237, 242, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 287, 288, 298, 300, 311, 320, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 401, 402, 404, 407, 408, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 518, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 593, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 641, 643, 644, 694, 698, 699, 700, 702, 703, 706, 771, 776

45 Location Refer to your store floor plan PARTICIPATION is mandatory Detailed Merchandising Instructions Stores are recommended to feature all skus but a minimum of 6 brands must be featured. Products are not force-allocated. The 1-in-1-out rule does not apply on the Promotional Fixture. The mini-thematic brochures feature 8 12 brands (which vary by thematic). To support the sales and marketing strategy, it is recommended to feature all SKUs participating in the program. Mini Thematic Promotional Fixture The Mini-Thematic Program is designed to highlight products which are new, engaging or niche product categories. Special Instructions Merchandise products by like size and colour to create an impactful display. Fixture Components Category Sign Holder Brochure Holder SKU Count Min. 6, Max. 12 Signage Components Category Sign (long or short) Shelf Talkers Occasional Customer Takeaway If bringing in all participating products is not conducive to your individual store, the following guidelines must be met: The Promotional Fixture must be fully merchandised at all times. This may mean increasing the number of cases per SKU or increasing the number of SKUs brought in for the promotion. A minimum of 6 brands must be featured to ensure a healthy looking display that is ready-for-business. Featured products are not force-allocated. If a featured product is currently carried by your store, additional stock is to be ordered to support the secondary display space on the Promotional Fixture. If a store is bringing in a featured product to support the Promotional Fixture Program, the 1-in/1-out rule does not apply during the promotional period. If a store decides to list a featured product AFTER the promotional period has concluded, the 1-in/1-out rule does apply. 44 Promotional Turn 8 - Whisky Rocks

46 Mini Thematic Promotional Fixture Overview 12 Pinot Noir s from various wine regions will be featured during P8. While this mini thematic is positioned around food solutions and various occasions, we hope to provide our consumers with the knowledge and ability to pair Pinot Noir with a wide range of everyday meals and fall favorites. Key Dates Install: October 13, 2013 Takedown: November 9, 2013 Participating Products LCBO Description Format J.P. Chenet Limited Release Pinot Noir Louis Jadot Bourgogne Pinot Noir Villa Wolf Pinot Noir, Pfalz Black Tower Dornfelder Pinot Noir Philippe De Rothschild Pinot Noir Vdp Stoneleigh Marlborough Pinot Noir Errazuriz Estate Pinot Noir Aquinas Pinot Noir Mike Weir Pinot Noir Henry Of Pelham Pinot Noir VQA Coyote's Run Pinot Noir VQA Cave Spring Pinot Noir VQA 750 Merchandising Instructions Insert Pinot Noir : The Ultimate Food Wine category sign into sign band on fixture. Install the pre-printed shelf talkers in front of the participating products on the promo fixture and in-section. Install the perpendicular shelf talker on the promo-fixture and in-section. Store managers are strongly encouraged to order and merchandise the participating products on the Promotional Fixture. Advertising PARTICIPATION is mandatory The mini thematic is also being supported by newspaper ads the week of October 13th in the GTA & Ottawa area. Marketing & Product Guide 45

47 Components Component Where to install sign Re-order Code Images Promo Fixture Sign - Short Dimensions: 28 w x 6 3/8 h Promo Fixture Sign - Long Dimensions: 43 w x 6 3/8 h Promo Fixture Shelf Talker (14 versions) x 2 sets Dimensions: 6 w x 3 h Perpendicular Shelf Talker (3 version English) x 1 set Dimensions: 6 w x 3 h PARTICIPATION is mandatory Promotional Fixture Promo fixture and in-section in front of participating products Perpendicular Shelf Talker in-section by using the perpendicular Shelf Talker clips re-order # Mini Thematic Promotional Fixture DMS DMS IMAGE NOT AVAILABLE 46 Promotional Turn 8 - Whisky Rocks

48 Postal Code Survey Cash Dangler

49 Postal Code Survey - Cash Dangler Overview All stores will be receiving a Cash Register dangler sign that advises customers that your location is participating in a Postal Code Survey. This sign is intended to assist you in communicating this information to customers while they are in line to make their purchase. Key Dates Install: October 24, 2013 Takedown: End of store closing October 26, 2013 Participating Stores All Stores Signage Components Postal Code Survey Dangler (1 per cash register) Merchandising Instructions Peel off the backing of the low tack adhesive on the correct side of the sign dangler (Bilingual and Bilingual designated stores must show the Bilingual side of the sign) for use on the assigned Postal Code Survey dates on October 24-26, Attach the sign to the cash register on October 24 and display for the duration of the Postal Code Survey. Remove the sign at the conclusion of the Postal Code Survey on October 26 at the end of the day. 48 Promotional Turn 8 - Whisky Rocks

50 Social Responsibility In-store Signage Music CD Announcement Cash Counter Decal Cash Side Decal Rear Cash Register Sign Front End Merchandiser Sign Shopping Cart Sign Poster Window Show Card In-section Hot Button Perpendicular Shelf Talker Tent Card Entrance Cling Vinyl Metal Floor Stand POS Screen

51 Social Responsibility In-store Signage Overview CHECK 25 PROGRAM The Check 25 program has evolved by asking customers who are under the age of 25, or appear to be, to have their valid I.D. ready to be checked. LCBO s Check 25 program now features the tagline: 25 or Younger? Have your I.D. Ready. This change aims to build further awareness among our customers, encourage individuals to be proactive and have their I.D. ready if they are under 25, and to help LCBO staff ensure that alcohol is not sold to minors. SECOND-PARTY PURCHASE Preventing sales to minors and those who appear intoxicated is a year-round responsibility that we take very seriously. When staff have reasonable grounds to believe someone is buying for a minor, the Liquor Licence Act gives them the right and responsibility to refuse the sale. The Did you know in-store signage program let s customers know about this policy and reinforces our commitment to responsible service. Participating Stores All Stores Key Dates Takedown: Do not remove until further notice. Signage Components & Merchandising Instructions Please ensure that all signage components are replaced when they start peeling, begin to fade or look worn out. PA Announcement A Second-party Purchase PA announcement will be added to the in-store music rotation. This will be in addition to the existing 25 or Younger PA announcement. The announcements rotate every 15 minutes, in English and French, between music. 1. Cash Counter Decal - Check 25 Program - Bilingual Peel and stick the adhesive Cash Counter Decal to the centre of the top of the Cash Counter. Ensure the message, 25 or Younger? Have your I.D. Ready, is right-side-up to the customers for them to read. Only one decal should be attached per cash counter. Four decals per cash shipped to every store. If the decal begins to peel, apply a new one. Re-order #DMS Promotional Turn 8 - Whisky Rocks

52 Social Responsibility In-store Signage 2. Cash Side Decal - Check 25 Program - 17 x 11 - Bilingual Peel and adhere the cling to the centre of the side of the cash counter. Each store received 3 decals per cash. Install one per cash. Stores may use the second and third decals as replacement signs in case of loss or damage. 3. Rear Cash Register Sign - Check 25 Program - Bilingual Affix the four Velcro dots on the back of the sign, in each corner. Please ensure the creative is facing customers. NOTE: Stores 4, 144, 351, 378, 465, 532, 551, 580, 587, 600, 609, 627, 644 did not receive this signage component as it does not fit on the back of their monitors. 4. Front End Merchandiser Sign - Second-party Purchase - Bilingual Affix the Velcro dots along the bottom of the front of the Did you know sign. Please ensure the creative is facing customers and the back side of the sign is facing the cashier. Install the sign to the cash register turrets or fixture in front of the cash desk. 5. Shopping Cart Sign - Check 25 Program/ Second-party Purchase - Bilingual Keep both 25 or Younger? and Did you know shopping cart signs in the frame on the outside of the shopping carts. See Shopping Cart section of this guide for more details. Re-order #DMS Poster - Second-party Purchase - 9 x 13 - English/French At Store Manager s discretion, display the poster on the Community Board or within the customers line of vision as they approach the cash counter. Each kit contains 3 posters. Stores may use the second and third posters as replacement in case of loss or damage. Re-order #DMS Re-order #DMS Re-order # DMS Re-order #DMS Re-order #DMS Marketing & Product Guide 51

53 Social Responsibility In-store Signage 7. Window Showcard - Check 25 Program - 28 x 45 - Bilingual This sign was shipped to stores with three or more window showcard fixtures. Install the sign on every third version as part of the rotation with the current promotional turn s showcards. DO NOT discard or replace this showcard at the end of the promotional turn; it is to stay until further notice. 8. In-section Hot Button - Check 25 Program - English/French At Store Manager s discretion, display the Hot Button signage in sections where customers 25 years of age and younger most frequently shop. Each kit contains 20 pieces. Perpendicular Shelf Talker clips be ordered through Central Supply # (691451) 9.Tent Card - Check 25 Program - Bilingual Display the 25 or Younger? Have your I.D. Ready Tent Card on the Tasting Bar and/or in the Special Events Kitchens during all in-store tastings and events. Please store the second tent card as a replacement in case of loss or damage. Re-order #DMS Re-order #DMS Re-order #DMS-CHK The following stores received tent cards: 1, 4, 5, 10, 13, 15, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 31, 34, 35, 36, 37, 38, 40, 41, 44, 47, 50, 55, 57, 58, 60, 62, 64, 65, 69, 79, 82, 83, 93, 95, 97, 101, 102, 106, 115, 125, 130, 132, 140, 143, 144, 145, 148, 149, 153, 154, 156, 163, 164, 167, 168, 171, 175, 179, 182, 185, 187, 191, 195, 198, 200, 201, 202, 207, 209, 210, 212, 217, 218, 221, 226, 227, 228, 229, 233, 237, 243, 244, 248, 249, 250, 252, 253, 255, 260, 263, 265, 268, 269, 270, 278, 286, 287, 288, 298, 300, 310, 311, 324, 325, 326, 327, 329, 334, 343, 344, 346, 351, 353, 355, 359, 360, 361, 363, 367, 371, 373, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 401, 404, 407, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 459, 465, 469, 470, 481, 485, 486, 490, 491, 494, 495, 497, 501, 505, 511, 518, 522, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 559, 564, 566, 569, 572, 573, 575, 579, 580, 586, 587, 589, 590, 601, 602, 605, 609, 614, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 641, 642, 643, 644, 694, 698, 699, 702, 703, 706, 771, Promotional Turn 8 - Whisky Rocks

54 Social Responsibility In-store Signage 10. Entrance Cling Vinyl - Check 25 Program - 18 x 24 - English and French (2 versions) An English and a French version of the sign will be shipped to all stores; both signs must be installed. Peel and adhere one sign on the top glass window panel on the set of windows without the store hours sign at the store s entrance. Do not remove the store hours sign. On the lower glass window panel of same set of windows, peel and adhere the other sign directly below the installed sign. Each kit contains 3 sets of English and French signs. For stores with more than one entrance, please install one set per entrance. Stores may use the second and third signs as replacement in case of loss or damage. Please contact hellolcbo for solutions, if the signs do not fit on the windows or if your store does not have glass windows at the entrance. 11. Perpendicular Shelf Talkers - Second-party Purchase - English/French At Store Manager s discretion, display the Perpendicular Shelf Talker in-section. Each store will receive 10 Shelf Talkers. Re-order code English: #DMS Re-order code French: #DMS Re-order #DMS Marketing & Product Guide 53

55 Social Responsibility In-store Signage 12. Metal Floor Stand for SR Sign - Check 25 Program Place metal stand in a prominent location near the entrance of the store (but not in the vestibule as that s where the parking lot sign is sometimes displayed) or at the front of the cash where you might see the hero display. The stand should not go behind the cash, but rather in front of the cash as customers approach to check out. Poster Inside Metal Floor Stand Re-order # DMS Metal Floor Stand for SR Sign Re-Order # NIBS011 As well, other initiatives have been taken to communicate this new message, including: POS screens displaying the 25 or Younger? Have your I.D. Ready and Did you know messages as part of the existing rotation. 54 Promotional Turn 8 - Whisky Rocks

56 Exterior Springer Signs Participating Stores Check 25 Program Exterior Springer Sign (English/French) All Stores. Second-party Purchase Exterior Springer Sign (English/French) 3, 6, 7, 9, 10, 11, 13, 15, 20, 28, 29, 30, 32, 37, 39, 40, 44, 45, 47, 54, 60, 61, 65, 66, 67, 68, 69, 71, 73, 74, 76, 81, 82, 84, 87, 88, 89, 91, 94, 96, 97, 99, 101, 103, 104, 107, 108, 113, 114, 115, 116, 117, 119, 121, 123, 124, 125, 126, 127, 128, 129, 131, 132, 135, 136, 140, 141, 142, 143, 145, 148, 155, 159, 160, 161, 162, 163, 164, 165, 167, 172, 173, 174, 175, 179, 182, 183, 188, 189, 190, 192, 194, 198, 210, 213, 216, 217, 219, 220, 222, 223, 224, 225, 227, 230, 231, 232, 233, 235, 236, 238, 239, 240, 241, 242, 243, 246, 247, 248, 251, 253, 254, 255, 256, 258, 261, 262, 264, 266, 268, 271, 273, 274, 275, 276, 280, 282, 285, 289, 290, 291, 293, 294, 295, 296, 297, 299, 300, 301, 302, 303, 305, 306, 307, 308, 311, 313, 314, 315, 316, 317, 318, 319, 321, 328, 329, 330, 331, 332, 339, 340, 344, 345, 348, 349, 350, 353, 354, 364, 369, 370, 371, 372, 375, 377, 380, 387, 389, 394, 403, 409, 410, 413, 414, 418, 419, 421, 423, 424, 425, 426, 429, 430, 435, 437, 439, 440, 441, 442, 445, 446, 450, 452, 453, 460, 462, 466, 468, 471, 472, 473, 478, 479, 480, 482, 486, 487, 488, 489, 493, 494, 503, 504, 505, 506, 509, 510, 514, 521, 524, 527, 530, 535, 537, 541, 542, 546, 548, 558, 560, 561, 562, 565, 567, 570, 578, 580, 581, 582, 594, 596, 602, 603, 612, 619, 627, 637, 642, 643, 698

57 Exterior Springer Sign Key Dates Install: October 13, 2013 Takedown: November 10, 2013 Components & Re-ordering Check 25 Program Exterior Springer Sign (English/French) Re-order #: Second-party Purchase Exterior Springer Sign (English/French) Re-order #: All stores will receive the Check 25 Program Exterior Springer Sign. Stores with 2+ fixtures will also receive the Second-party Purchase Exterior Springer Sign. Stores that receive two signs must use the appropriate Exterior Springer Sign fixtures to display the signs. Signs must not be displayed/taped to the entrance doors/windows. Stores can re-order an Exterior Springer Sign fixture if the ones originally sent to the store are damaged or lost, and if stores have the room to safely accommodate two. Stores that receive one sign should only have one Exterior Springer Sign fixture. Merchandising Instructions Check 25 Program Second-party Purchase Remove the Giving Back in Our Community sign received in PT7. Install the Check 25 Program sign (stores with 1 fixture) and the Second-party Purchase sign (stores with 2 fixtures). Stores with an LCBO owned parking lot will receive two signs. The Check 25 Program sign is for the entrance of the parking lot. The Second-party Purchase sign is to be placed near the store entrance at store manager s discretion. 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. Please do not display the signs outside when there are strong winds. The signage may tip over and cause injury. 56 Promotional Turn 8 - Whisky Rocks

58 Shopping Cart Signs Please ensure the PT8 Shopping Cart Frame Signs are installed by the start of the Promotion. Participation is mandatory for the following designated stores. Participating Stores 1, 4, 5, 10, 15, 17, 21, 22, 23, 24, 26, 31, 34, 35, 36, 38, 39, 41, 44, 45, 48, 55, 57, 58, 59, 61, 62, 64, 65, 70, 71, 74, 77, 79, 80, 82, 83, 84, 93, 95, 101, 102, 106, 115, 125, 130, 132, 140, 144, 145, 148, 154, 156, 163, 164, 166, 167, 168, 171, 185, 187, 190, 191, 195, 198, 207, 210, 211, 212, 214, 216, 217, 218, 221, 226, 229, 233, 234, 237, 243, 244, 252, 253, 260, 263, 265, 270, 286, 287, 288, 300, 311, 312, 325, 326, 329, 340, 344, 345, 346, 351, 353, 355, 359, 360, 361, 365, 367, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 399, 401, 402, 407, 412, 417, 432, 437, 438, 443, 444, 445, 446, 449, 454, 456, 459, 465, 467, 481, 486, 490, 491, 495, 497, 499, 502, 507, 511, 518, 521, 522, 523, 534, 536, 540, 542, 544, 546, 549, 551, 555, 556, 559, 566, 569, 572, 573, 575, 579, 580, 587, 590, 593, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 641, 643, 644, 694, 695, 698, 699, 702, 703, 706, 771, 776

59 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. Components and Re-ordering Thematic Sign (Sold to the Trade) Install the Forty Creek Copper Pot Reserve Whisky Thematic sign on the inside the frame of the Shopping Carts. Re-order DMS Key Dates Install: October 13, 2013 Takedown: November 10, 2013 Social Responsibility Sign Keep both Social Responsibility Signs in the frames on the outside of the Shopping Carts. Please display the 25 or Younger signs on half of your shopping carts (on the outside), and Did you know signs on the other half. For example, if the store has 30 shopping carts, please display or Younger and 15 Did you know 19+ signs. Key Dates Takedown: Keep existing signage until further notice. Merchandising Instructions Social Responsibility Sign Re-order# DMS Thematic Sign Social Responsibility Sign Re-order# DMS Remove the PT7 Peele Island Time Riesling Vida VQA and Peele Island Time Semi Sweet Merlot VQA signs and recycle. Install the new PT8 Forty Creek Copper Pot Reserve Whisky sign on the inside of the frames of the cart. Keep the 25 or Younger? Have your I.D. Ready sign and Did You Know sign on the outside the frames of the cart until further notice. 58 Promotional Turn 8 - Whisky Rocks

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

61 Front End Merchandiser Overview The Front End Merchandiser program has proven to generate incremental sales, create consistency across the stores and encourage customers to discover new products. This is a sold program and participating is mandatory. Signage will be shipped to participating stores each Period. Participating Product LCBO# Brand Size (ml) Basil Hayden Kentucky Bourbon Knob Creek Bourbon 750 Merchandising Instructions For Period 8, the Sold Space program will feature Basil Hayden Kentucky Bourbon and Knob Creek Bourbon. It is imperative that stores reconfigure the shelves on the sold space display in order to feature these products effectively. Stores are required to use 3 shelves plus the plinth/base (i.e. The featured products should be water-falled on 3 shelves). The top shelf is used to display the box sign provided. Signage Components Pre-Printed Shelf Talker (2 Versions, 4 pieces) Welcome to Bourbon Country Box Sign Re-Order# for kit is DMS Front End Merchandiser Sold Space Implementation Guide Effective: May 27, Promotional Turn 8 - Whisky Rocks

62 Front End Merchandiser Reminder Stores participating in the Front End Merchandiser Program must also set up the core 200mL Spirits Program. Core 200mL Spirits PPG Program The top 10 selling 200mL Spirits, sorted by Product Profile Grouping (PPG), are to be set up on priority cash #2 (i.e. the cash desk that receives the second highest traffic). See the sample floor plans in your Front End Merchandiser Sold Space Implementation Guide on pages for the location of the display. The display does not change from period to period as it is intended to protect the majority of sales generated from the Front End Merchandisers. Stores MUST list the Core SKUs that are associated to the PPG (Core 200mL s DO NOT count against a store s total approved SKU count). The Core SKUs cannot be delisted. For the Core 200mL Spirits feature, stores are required to use four shelves and plinth/base (i.e. two products per shelf, total five shelves are required). 200 ml & 375 ml discretionary displays DOES NOT CHANGE PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) Above example is based on Type 3. Staff Picks Basket Staff Picks Basket Marketing & Product Guide 61

63 Front End Merchandiser Use the charts below to select the Core 200mL assortment that matches your store s PPG: Beer and Chasers Smirnoff Vodka (P.E.T.) Wiser's De Luxe Whisky Bacardi Superior Rum Alberta Premium Grand Marnier Liqueur Big Brands Smirnoff Vodka (P.E.T.) Wiser's De Luxe Whisky Walker's Special Old Whisky Fireball Whisky Bacardi Superior Rum Fireball Whisky Baileys Irish Cream Liqueur Iceberg Vodka Crown Royal Whisky Canadian Club Premium Whisky Polar Ice Vodka Iceberg Vodka Baileys Irish Cream Liqueur Canadian Club Premium Whisky St. Remy Brandy Mainstream Spirits Smirnoff Vodka (P.E.T.) Iceberg Vodka Baileys Irish Cream Liqueur Canadian Club Premium Whisky Bacardi Superior Rum Premium Destination Smirnoff Vodka (P.E.T.) Absolut Vodka St. Remy Brandy Canadian Club Premium Whisky Bacardi Superior Rum Polar Ice Vodka Fireball Whisky Wiser's De Luxe Whisky Walker s Special Old Crown Royal Whisky Iceberg Vodka Polar Ice Vodka Baileys Irish Cream Liqueur Grand Marnier Liqueur Grant's Family Reserve Scotch Whiskey 62 Promotional Turn 8 - Whisky Rocks

64 Front End Merchandiser Cool Convenience Smirnoff Vodka (P.E.T.) Baileys Irish Cream Liqueur Wiser's De Luxe Whisky Bacardi Superior Rum Kalhua Coffee Flavoured Liqueur Global Roots Smirnoff Vodka (P.E.T.) St Remy Brandy Canadian Club Premium Whisky Bacardi Superior Rum Fireball Whisky Iceberg Vodka Polar Ice Vodka Grand Marnier Liqueur Crown Royal Whisky Iceberg Vodka Absolut Vodka Grant's Family Reserve Scotch Whiskey Polar Ice Vodka Upspend Mainstream Smirnoff Vodka (P.E.T.) Baileys Irish Cream Liqueur Polar Ice Vodka Absolut Vodka Fireball Whisky Iceberg Vodka Canadian Club Premium Whisky Bacardi Superior Rum St. Remy Brandy Grand Marnier Liqueur Appleton Estate V/X Rum Wiser's De Luxe Whisky Marketing & Product Guide 63

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66 Wine Fridge (Turn 2: September 15, February 1, 2014) This is a Sold Program and participation is mandatory.

67 Wine Fridge Turn 2 - (PT7 - PT11) Turn 2 C stores have been added to the program The number of paid spots in the fridge has increased. A fourth flight of stores has been added to the program. This Flight D along with Flight C is a smaller distribution making it affordable to new and smaller brands Period start and end dates for each Turn have been revised: Turn 1: PT3 to PT6, 2013 Turn 2: PT7, 2013 to PT11, 2014 Turn 3: PT12 to PT2, 2014 For product and Planoguide questions please call: Courtney Dawson Product Manager New World Wines Astrid Brummer Product Manager Ontario Wines Participating Products and Planograms Bobby Panchu Product Manager European Wines For complete details pertaining to the Wine Fridge Sold Space Program, refer to the Wine Fridge Sold Space Program guide and or on the LCBO Portal under Sales & Marketing home in the side bar menu titled SAM Program Updates. 66 Promotional Turn 8 - Whisky Rocks

68 Wine Fridge Turn 2 - (PT7 - PT11) Participating Stores This is a Sold Program and participation is mandatory. Participating products have paid for premium shelf positioning. Stores must bring in participating products for display in the wine fridge. Group A Stores 1, 5, 6, 10, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 242, 243, 248, 253, 265, 269, 288, 295, 311, 326, 329, 334, 341, 346, 355, 360, 362, 371, 385, 388, 390, 393, 394, 398, 407, 412, 417, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 470, 486, 494, 495, 497, 499, 505, 511, 528, 534, 536, 542, 544, 545, 555, 556, 566, 568, 572, 573, 580, 587, 590, 614, 619, 623, 624, 627, 630, 631, 632, 641, 695, 702, 771, 776 Group B Stores 14, 22, 23, 24, 26, 27, 34, 35, 41, 43, 44, 45, 50, 52, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 77, 79, 80, 81, 86, 87, 93, 95, 97, 101, 102, 106, 110, 115, 124, 125, 132, 144, 145, 152, 154, 155, 168, 175, 179, 183, 187, 188, 190, 191, 192, 194, 197, 200, 201, 202, 205, 209, 210, 211, 213, 216, 218, 219, 221, 222, 225, 229, 233, 234, 237, 244, 249, 252, 255, 263, 266, 268, 270, 287, 297, 300, 302, 310, 312, 313, 321, 325, 340, 341, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 386, 387, 392, 395, 397, 399, 400, 401, 402, 404, 406, 415, 416, 427, 436, 456, 458, 459, 465, 484, 485, 490, 491, 501, 502, 518, 521, 522, 532, 533, 540, 546, 549, 553, 559, 564, 569, 571, 575, 579, 582, 584, 586, 593, 599, 601, 602, 605, 616, 617, 618, 626, 629, 634, 635, 637, 638, 642, 643, 644, 694, 695, 698, 699, 700 Group C Stores 2, 3, 4, 7, 9, 11, 12, 13, 17, 32, 39, 49, 73, 74, 85, 94, 96, 99, 103, 105, 109, 112, 119, 137, 153, 157, 160, 161, 167, 181, 186, 193, 199, 223, 224, 230, 231, 236, 238, 239, 251, 254, 259, 261, 264, 273, 275, 276, 279, 281, 284, 286, 289, 299, 305, 306, 314, 316, 318, 324, 327, 333, 335, 345, 349, 354, 366, 370, 372, 374, 380, 403, 418, 419, 423, 430, 435, 454, 461, 473, 481, 496, 504, 517, 537, 550, 552, 562, 578, 581, 596, 598, 609, 677, 703, 706 Group D Stores 28, 29, 30, 42, 46, 47, 48, 53, 54, 56, 69, 78, 82, 84, 88, 90, 91, 98, 107, 113, 116, 123, 128, 130, 136, 139, 141, 158, 165, 166, 169, 174, 178, 196, 208, 220, 227, 232, 246, 247, 250, 258, 260, 278, 293, 294, 296, 298, 301, 320, 323, 330, 331, 363, 364, 365, 369, 383, 389, 408, 411, 414, 426, 429, 440, 446, 448, 449, 450, 455, 462, 467, 468, 469, 471, 482, 483, 492, 509, 510, 516, 519, 523, 527, 529, 530, 538, 539, 547, 551, 561, 563, 589, 594, 612, 639 Marketing & Product Guide 67

69 In-section Available Chilled Hot Button The Available Chilled hot buttons are to be displayed in-section in front of the participating products in their regular shelf location. Wine Fridge Hot Buttons The Wine Fridge Hot Buttons are to be displayed in front of the participating products in the wine fridge. Re-Ordering Hot Buttons (Re-order# DMS ) Wine Fridge Turn 2 - (PT7 - PT11) Bilingual DMS No change from last period Bilingual DMS Wine Fridge Sold Space In-Section Hot Button Available Chilled! English/French (1 version: 22 pieces/bundle) Wine Fridge Sold Space Hot Buttons English/French (5 versions/bundle) Food Friendly, Chilled! Take me Home, Great Party Wines, Great with Chicken, Great with Seafood. 68 Promotional Turn 8 - Whisky Rocks

70 Seasonal & New Product Fixture Program Participating stores Participating stores are grouped based on the Seasonal & New Product fixture size. Each store has been allocated a specific set of merchandising instructions, and is required to follow the Planoguide merchandising instructions. NOTE: All stores on the Seasonal & New Product Fixture Program will NOT receive the new listings, as the force list doesn t necessarily go to those stores. 1, 4, 5, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 35, 36, 38, 40, 41, 44, 50, 55, 62, 63, 64, 65, 70, 82, 83, 95, 97, 102, 106, 115, 125, 130, 132, 144, 145, 148, 149, 153, 154, 156, 164, 168, 171, 185, 187, 191, 195, 198, 200, 207, 209, 211, 212, 217, 221, 226, 228, 229, 233, 237, 243, 244, 252, 253, 260, 263, 265, 269, 270, 278, 286, 288, 298, 300, 325, 326, 329, 334, 340, 341, 344, 346, 351, 353, 355, 359, 360, 361, 367, 368, 371, 373, 378, 381, 383, 384, 385, 386, 387, 388, 390, 392, 393, 394, 397, 398, 401, 404, 407, 412, 416, 417, 425, 427, 428, 431, 432, 437, 438, 443, 445, 452, 456, 457, 459, 465, 469, 470, 481, 483, 490, 491, 494, 495, 497, 499, 505, 511, 516, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 559, 564, 566, 568, 569, 573, 575, 579, 580, 584, 587, 590, 593, 601, 605, 609, 614, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 641, 642, 643, 644, 677, 694, 698, 699, 700, 702, 703, 706, 771, 776

71 Seasonal & New Product Fixture Program Merchandising Please merchandise new and seasonal products on this fixture as suggested by theme and corresponding signage. Any seasonal gifts should be placed on the bottom shelf and signed with the orange GIFTS box sign. Please include the Rosé and Seasonal Spirits programs on the fixture. Signs and Re-order Information 1. Recent Arrivals Category Sign Re-order #: GFT092 Installation: Continue to use the fixture sign with the orange RECENT ARRIVALS sign already in place. 2. On Shelf Box Sign (8 versions) Re-order #: GFT091 Low-Cal for Summer, Summer Sweet Shop, Luxe Summer Spirits, Enviro, Rosé, Large Format Gifts, New. Installation: Please use the box signs as required to merchandise the products for each specific theme. For additional signage, please call: Promotional Turn 8 - Whisky Rocks

72 Seasonal & New Product Fixture Program Participating Products & Upcoming Product Release Schedule PT8 NEW! LCBO# Description Size (ml) eta Asio Otus Red Blend 750 P Ascheri Barolo 750 P Buzet Red Badge Merlot Cabernet 750 P Gariottin Malbec Cahors 750 P Buried Hope Tempranillo Crianza 750 P El Dorado Single Barrel EHP Demerara Rum 750 P Wolf Blass YL Limited Edition 750 P Santa Rita 120 Series 750 P High Altitude Chardonnay Viognier 750 P Once Upon A Vine Big Bad Red 750 P Three Olives Naked Vodka 750 P Tag No P Dillon s Gin 22 Unfiltered 750 P Three Olives Naked Vodka 750 P Spud Pumpkin Spice Sweet Potato Vodka 750 P Tito s Handmade Vodka 750 P Macallan Ruby 375 P JD Master Distillers #1 750 P Sortilege Cream 750 P Dewar s Highlander Honey 750 P Trader Vic s Roasted Chestnut Liqueur 750 P Criollo Chocolate Raspberry Liquor 375 P Criollo Chocolate Sea Salted Caramel Liquor 375 P8 Marketing & Product Guide 71

73 Seasonal & New Product Fixture Program Participating Products - Continued Rosés LCBO# Description Size (ml) Santa Carolina Cabernet Sauvignon Rosé Barefoot White Zinfandel Fuzion Shiraz Rosé Villa Maria Private Bin East Coast Rosé House Wine Co. Chardonnay Merlot Hardys Twice Lost Shiraz Rosé Jacob's Creek Shiraz Rosé Folonari Pink Pinot Grigio Two Oceans Shiraz Rosé Stoneleigh Marlborough Pinot Noir Rosé The Beachhouse Rosé Campo Viejo Tempranillo Rosé Terres de Saint Louis Rosé - AOC Varois en Provenc Flourish Rosé VQA Sandbanks Rosé Union Rosé Mythqiue AOP Languedoc Rosé Bieler Pere Ef Fils Sabine Rosé L'Orangeraie, Rosé, Pay d'oc Montes Cherub Rosé Butterfly Kiss Pink Pinot Grigio Lindeman's Early Harvest Rosé Cono Sur Pinot Noir Rosé Callia Shiraz Rosé Menage A Trois Rosé Segura Viudas Brut Rosé Tommasi Bardolino Chiaretto DOC Rosé Fumees Blanches Rosé Chateau de Fontlade Cuvee Saint Qvinis Rosé Patio 9 Pink Peninsula Ridge Top Bench Rosé Rene Barbier Mediterranean Rosé Masi Modello delle Venezie Rosato Perrin La Vieille Ferme Rosé Promotional Turn 8 - Whisky Rocks

74 Seasonal & New Product Fixture Program Gifts LCBO# Description Size (ml) Retail eta Large Format Stores should merchandise existing Gifting products already in store or available for order. LCBO# Description Size (ml) Retail eta Enviro Stores should merchandise existing Large Format products already in store or available for order. LCBO# Description Size (ml) Continue to merchandise the current selection. Marketing & Product Guide 73

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76 Gift Packaging Participating stores 1, 4, 5, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 34, 35, 36, 38, 40, 41, 44, 50, 55, 57, 58, 60, 61, 62, 63, 64, 65, 68, 72, 79, 80, 82, 83, 90, 93, 95, 97, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 166, 168, 171, 175, 179, 182, 185, 187, 190, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 221, 226, 228, 233, 237, 242, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 287, 288, 298, 300, 311, 324, 325, 326, 329, 333, 334, 340, 343, 344, 346, 351, 355, 359, 360, 361, 362, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 401, 402, 404, 407, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 459, 465, 470, 481, 485, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 518, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 593, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 641, 643, 644, 694, 697, 698, 699, 700, 702, 703, 706, 771, 776

77 Gift Packaging Overview The PT8 Gift program will focus on promoting Pumpkin Flavoured Beer/Spirits as an easy and sure to please Halloween gift. Stores will receive an updated Category Sign insert and Gift Tags. Please remove and recycle all PT7 Featured Gift sign components. Stores are encouraged to use any residual Halloween Pails from last year LCBO# and/ or the Galvanized Beer Pail LCBO# Pails are to be pre-wrapped with product using the year round wrap kits LCBO# These kits will not be forced to you. It will be up to each store discretion to order accordingly. Advertising N/A Merchandising Instructions - Promotional Fixture Promotional Fixture (Gifting) Merchandising: Top Shelf - Merchandise pre wrapped cello gift pails Middle Shelf Merchandise pre wrapped cello gift pails Bottom Shelf Merchandise pre wrapped cello gift pails PRE-WRAPPED CELLO GIFT PAILS PRE-WRAPPED CELLO GIFT PAILS PRE-WRAPPED CELLO GIFT PAILS 76 Promotional Turn 8 - Whisky Rocks

78 Gift Packaging Product Selection To encourage sales for Host Gifts and for Halloween, please select and pre wrap a number of Beer and/or Spirits flavoured products that will be of interest to your specific store customers. LCBO# Brand Size (ml) Brooklyn Post Road Pumpkin Ale St. Ambroise Pumpkin Ale 4 x Renaissance Enlightenment Pumpkin Southern Tier Pumpking Ale Shipyard Smashed Pumpkin Ale Howe Sound Pumpkineater Imperial Pumpkin Ale Ghosttown Stout Spooks Ale Highballer Pumpkin Ale Great Lakes Pumpkin Ale Black Creek Pumpkin Ale Spicebox Pumpkin Spiced Whisky Tequila Chamucos Reposdao Spud Pumpkin Spice Sweet Potato Vodka 750 Featured Gift Signs And Re-Ordering Shelf Talkers and Promotional Fixture Sign will be developed for the Autumn Gifts. Component Where to install sign Re-order Code Images Featured Gift Promo Fixture Sign French/English Gift Tag (Bundled in 12) Shipping Place the Category Sign insert into the sign band on the Gifting Promotional Fixture End. Place the gift tags onto the prewrapped vessels. Merchandise the Vessels on the Gifting Promotional Fixture End Signage to be shipped to participating stores week of October 4th, Marketing & Product Guide 77

79 Autumn 95 Bags Components LCBO# Description Price Autumn 95c Bag $0.95 each *Three versions of the 95 Bag will continue to be available. Bags are case packed in 75 (25 per version) Participating Stores All stores. Merchandising Instructions 95 Bags are to be merchandised in the Metal 95 Bag Holders in the following locations: Cash Ends (all stores) End Aisles (select stores) Wood Gift Packaging Merchandisers (select stores) Shipping All stores should have received 1 case of Autumn 95c Gift Bags the week of Sept 16th, 2013 (PT7) Additional Autumn 95 Gift Bag inventory may be ordered from supplying warehouse Signs and Re-Ordering Hot Button sign to be attached to one Metal Bag Holder at each Cash End. Item Description Re-order# 95 Bag Hot Button DMS Bag Clip NlHK Promotional Turn 8 - Whisky Rocks

80 Gift Packaging How to print the Generic Gift Tag Include the following on the Generic Gift Tag (Central Supply #691311) by using Kwik Price. Product Name(s) Product LCBO#(s) Product Price(s) Pail LCBO # Pail Price Wrap Kit Wrap Kit Change $3.50 TOTAL PRICE Marketing & Product Guide 79

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82 Halloween Beer Program Participating stores 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 115, 132, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 243, 252, 253, 255, 288, 295, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 481, 483, 486, 494, 495, 499, 501, 505, 511, 522, 528, 532, 534, 542, 546, 549, 556, 568, 573, 575, 579, 586, 590, 602, 616, 614, 619, 623, 624, 630, 677, 771, 776

83 Overview The haunted brews are back for our annual Halloween mini-promotion. They will cast their spell in select stores for a limited time. This year s promotion also includes three spirits. Key Dates Install: October 13, 2013 Take Down: November 3, 2013 (Or until inventory is depleted) Participating Products Components Halloween Beer Program Pre-Printed Shelf Talkers (ENG) DMS Pre-Printed Shelf Talkers (FRE) DMS Merchandising Instructions If your store participates in the Featured Gift program, please consider merchandising these beers on the Autumn Gifts Promo Fixture. If your store does not participate in the Featured Gift program, please create a Halloween display in a discretionary area of your store. Instill pre-printed shelf talkers in front of the participating products. LCBO# Brand Size (ml) Ordering Info Brooklyn Post Road Pumpkin Ale 355 Warehouse St. Ambroise Pumpkin Ale 4 x 341 Warehouse Renaissance Enlightenment Pumpkin 500 Warehouse Southern Tier Pumpking Ale 650 Warehouse Shipyard Smashed Pumpkin Ale 625 Warehouse Howe Sound Pumpkineater Imperial Pumpkin Ale 1000 Warehouse Ghosttown Stout 341 Warehouse Spooks Ale 500 Warehouse Highballer Pumpkin Ale Great Lakes Pumpkin Ale Black Creek Pumpkin Ale Spicebox Pumpkin Spiced Whisky 750 Warehouse Tequila Chamucos Reposado 750 Warehouse Spud Pumpkin Spice Sweet Potato Vodka 750 Warehouse 82 Promotional Turn 8 - Whisky Rocks

84 9/17 New discoveries 9/17/1 New discoveries New discoveries Special Promotions Fixtures Re-order #bam001 (Bilingual) Participating Stores Re-order #BAM002 (Bilingual) Re-order # Re-order # ICB 10, 17, 21, 22, 23, 31, 34, 35, 38, 41, 44, 55, 65, 102, 106, 115, 132, 145, 148, 149, 164, 168, 171, 185, 187, 191, 195, 198, 200, 211, 212, 221, 226, 233, 243, 252, 253, 263, 288, 298, 300, 325, 326, 329, 334, 344, 346, 351, 355, 359, 360, 361, 367, 378, 381, 383, 390, 392, 393, 394, 397, 398, 401, 407, 412, 416, 427, 437, 438, 443, 445, 452, 457, 459, 470, 481, 490, 491, 497, 511, 522, 523, 528, 536, 542, 544, 545, 546, 551, 555, 566, 569, 575, 579, 580, 584, 587, 590, 601, 605, 609, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 641, 643, 694, 698, 699, 700, 702, 703, 706

85 Special Promotions Fixtures Fixture #1 - Bonus AIR MILES Reward Miles Select any products with a Bonus AIR MILES Reward Miles offer (selection is at the Store Manager s discretion). Install the regular Bin Tags in the Bin Tag channel and AIR MILES Shelf Talkers on the fixture to communicate the offers. Components Description Re-order # Posters - 22 x 39.5 (English over Bilingual) BAM001 Drum Signs - 48 x 6 3/8 (English over Bilingual) Roll of blue Bin Ticket Strip (REUSE EXISTING BLUE STRIP) Fixture #2 NEW! NEW! NEW! Key Dates Install: October 13, 2013 Takedown: November 10, 2013 Components BAM002 BAM003 Description Component Re-order Code NEW! NEW! NEW! Special Promotions Fixture: Poster 22 x NEW DISCOVERIES Special Promotions Fixture: Drum Sign 48 x Merchandising Instructions NEW DISCOVERIES - Drum Sign NEW! NEW! NEW! - Poster Install the NEW! NEW! NEW! poster and NEW DISCOVERIES drum sign. At store manager s discretion, order and display new products to maintain the display through PT8. 84 Promotional Turn 8 - Whisky Rocks

86 Ontario Wine Programs Our Wine Country Ontario Superstars (formerly Ontario Wine Superstars) Our Wine Country Ontario Superstars Wine Fridge Popular Pick Our Wine Country Fixture No change from last period

87 Our Wine Country Ontario Superstars Program Overview In PT7, the Ontario Wine Superstars program was updated to have a new brand and new look. The program remains the same however the signage design has changed. This is a sold space program and participation is mandatory. The Our Wine Country Ontario Superstars Program is updated every promotional period. Each turn, two high volume Ontario VQA products (a red and a white) are featured. Stores must order products required (minimum of three cases per SKU). Key Dates Install: October 13, 2013 Takedown: November 9, 2013 Participating Products LCBO# Description Size (ml) Sandbanks Estate Baco Noir VQA Mike Weir Chardonnay VQA 750 GROUP 1: Cut Case Displays Cut Case Display Participating Stores 1, 3, 5, 6, 8, 10, 11, 12, 13, 14, 15, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 31, 34, 35, 36, 37, 38, 39, 43, 44, 45, 47, 50, 54, 56, 57, 58, 59, 60, 61, 62, 63, 64, 68, 72, 73, 74, 77, 79, 80, 82, 83, 85, 86, 90, 93, 95, 97, 101, 102, 103, 106, 115, 124, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 160, 163, 164, 165, 167, 168, 171, 175, 179, 182, 183, 185, 186, 187, 188, 190, 191, 192, 195, 196, 198, 199, 200, 201, 202, 209, 210, 212, 214, 216, 217, 218, 226, 227, 228, 237, 238, 242, 243, 244, 246, 248, 249, 253, 255, 265, 268, 269, 270, 278, 279, 287, 288, 289, 295, 298, 300, 306, 310, 311, 312, 313, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 354, 355, 359, 360, 361, 362, 366, 367, 371, 373, 374, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 393, 394, 397, 398, 400, 402, 404, 406, 407, 408, 411, 412, 415, 416, 419, 425, 426, 427, 428, 429, 431, 432, 434, 437, 438, 444, 445, 446, 450, 452, 453, 456, 457, 458, 459, 461, 465, 467, 469, 470, 484, 485, 491, 494, 495, 499, 501, 502, 505, 511, 518, 521, 523, 528, 533, 534, 536, 537, 539, 540, 542, 544, 545, 546, 549, 552, 553, 555, 556, 559, 563, 566, 568, 569, 571, 572, 573, 575, 579, 584, 586, 589, 590, 593, 601, 602, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 637, 638, 641, 642, 643, 698, 700, 702, 703, 771, Promotional Turn 8 - Whisky Rocks

88 Our Wine Country Ontario Superstars Signage components White Ontario Superstar: Cut Case Backer, pre-printed Pricer Card, pre-printed Shelf Talker. Red Ontario Superstar: Cut Case Backer, pre-printed Pricer Card, pre-printed Shelf Talker. Red Wine Cut Case Components and Re-ordering Our Wine Country Ontario Superstars Cut Case Display Kit: Cut Case Backer Cards x 2 Pricer Cards x 2 Shelf Talkers x 2 Re-order# White Wine Cut Case Merchandising Instructions White Wine Pricer Card White Wine Shelf Talker Red Wine Pricer Card Red Wine Shelf Talker 1. Use selected product to build a cut case display next to VQA Cube Fixture. 2. Install the pre-printed cut case Backer Cards onto the cut case display. 3. Install pre-printed Pricer Cards into the front of the cut case display. 4. Install pre-printed Shelf Talkers in-section in front of the participating products. Marketing & Product Guide 87

89 Our Wine Country Ontario Superstars GROUP 2: Shelf Talkers Only Participating Stores 2, 7, 9, 32, 48, 49, 51, 53, 71, 84, 139, 250, 275, 309, 315, 320, 333, 358, 363, 365, 403, 410, 418, 420, 436, 512, 515, 526, 535, 538, 583, 598, 697, 636, 639 Components and Re-ordering White Ontario Superstars: Pre-printed shelf talker Red Ontario Superstars: Pre-printed shelf talker Re-order# DMS White Wine Shelf Talker Merchandising Instructions 1. Install pre-printed Shelf Talker in-section in front of the participating products. Note: Copy, colours, and images subject to change. Red Wine Shelf Talker 88 Promotional Turn 8 - Whisky Rocks

90 Ontario Wine Superstars GROUP 3: VQA Gondola Fixture Key Dates VQA Gondola Fixture Install: October 13, 2013 Takedown: November 9, 2013 Participating Stores 4, 17, 40, 41, 55, 65, 144, 207, 211, 221, 229, 233, 234, 286, 351, 392, 417, 443, 474, 481, 483, 486, 497, 516, 522, 532, 551, 564, 580, 587, 609, 624, 627, 644, 677, 694, 695, 699, 706 Signage components White Ontario Superstar: Our Wine Country Ontario Superstars White / Double Bottle Backer Card (double-sided). Pre-printed Shelf Talker. Red Ontario Superstar: Our Wine Country Ontario Superstars Red / Double Bottle Backer Card (double-sided). Pre-printed Shelf Talker. Re-order# Merchandising Instructions 1. Stores that have ONE VQA Gondola Fixture, install the double bottle backer card on a single End Aisle display. 2. Stores that have TWO VQA Gondola Fixtures, install the White and Red wine Backer Cards on 2 separate End Aisle displays. 3. Merchandise each participating product on the top shelf of the VQA gondola fixture along with the pre-printed Shelf Talkers provided. White Wine Backer Card Red Wine Backer Card White Wine Shelf Talker Red Wine Shelf Talker Red & White Wine Backer Card Marketing & Product Guide 89

91 Our Wine Country Ontario Superstars - Wine Fridge Ontario Superstars in the Wine Fridge Available Chilled hot buttons should be installed in-section to indicate that the white/rosé Superstars product is also available in the fridge. NEW! All stores who participate in the Ontario Wine Superstars program and have a wine fridge are to display in-section the Our Wine Country - Ontario Superstars hot button to highlight the product in the fridge. Participating Products LCBO# Description Size (ml) 26 Mike Weir Chardonnay VQA 750 Available Chilled In-Section Hot Button Re- Order # DMS Our Wine Country Ontario Wine Superstars Fridge Hot Button Re-Order # DMS Promotional Turn 8 - Whisky Rocks

92 Popular Pick Overview This is a sold space program and participation is mandatory. Each turn one International Canadian Blend product is featured. Supported by a LTO or BAM offer. Stores must order the featured Popular Pick product (minimum of three cases). Key Dates Install: October 13, 2013 Takedown: November 9, 2013 Participating Stores 16, 29, 30, 42, 46, 52, 66, 67, 69, 70, 75, 76, 78, 81, 83, 87, 88, 89, 91, 92, 94, 96, 98, 99, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 126, 127, 128, 129, 131, 133, 134, 136, 137, 138, 141, 142, 146, 147, 151, 152, 157, 158, 159, 161, 162, 166, 169, 170, 172, 173, 174, 176, 178, 180, 181, 184, 189, 193, 194, 197, 203, 204, 205, 208, 213, 219, 220, 222, 223, 224, 225, 230, 231, 232, 235, 236, 239, 240, 241, 245, 247, 251, 254, 256, 257, 258, 259, 260, 261, 262, 264, 266, 267, 270, 271, 272, 273, 274, 276, 277, 280, 281, 282, 283, 284, 285, 290, 291, 292, 293, 294, 296, 297, 299, 301, 302, 303, 304, 305, 307, 308, 314, 316, 317, 318, 319, 322, 323, 327, 328, 330, 331, 332, 335, 336, 337, 338, 339, 347, 348, 349, 350, 352, 355, 364, 368, 369, 370, 372, 375, 377, 379, 380, 395, 399, 405, 409, 413, 414, 421, 422, 423, 430, 433, 435, 439, 440, 441, 442, 447, 448, 451, 454, 455, 460, 462, 463, 464, 466, 468, 471, 472, 473, 474, 475, 476, 478, 479, 480, 482, 487, 488, 489, 492, 493, 496, 504, 506, 507, 509, 510, 514, 516, 517, 519, 520, 524, 527, 529, 530, 531, 541, 543, 547, 548, 550, 557, 558, 560, 561, 562, 565, 567, 570, 571, 574, 576, 577, 578, 581, 582, 588, 591, 594, 595, 596, 597, 599, 603, 604, 606, 607, 610, 612, 613, 615, 622, 626, 631, 700 Participating Product LCBO# Description Size (ml) Dois Amigos Tinto Red 1,500 Components and Re-ordering Popular Pick: Cut Case Backer Card Ontario Wine Superstars: Red and White pre-printed Shelf Talkers x 2 Re-order# Merchandising Instructions 1. Install the Cut Case Backer Card and merchandise display near the front of store, next to VQA Cube Fixture. 2. Merchandise the Ontario Wine Superstars participating products in-section with the pre-printed shelf talkers provided. White Wine Shelf Talker Red Wine Shelf Talker Popular Picks Backer Card Marketing & Product Guide 91

93 Overview This is a sold space program and participation is mandatory. Features four Ontario VQA products. Stores must order the products required (minimum of one case per SKU). Key Dates Install: September 15, 2013 Takedown: November 10, 2013 Continue to display until the end of PT8 Participating Stores Our Wine Country - GROUP 1: VQA Cube Fixture No change from last period Cube Fixture 1, 2, 3, 5, 6, 7, 8, 10, 13, 14, 15, 16, 19, 20, 21, 22, 23, 25, 26, 27, 31, 32, 34, 35, 36, 37, 38, 39, 43, 44, 45, 46, 47, 50, 53, 57, 58, 59, 60, 61, 62, 63, 64, 68, 70, 72, 73, 74, 77, 82, 83, 86, 90, 93, 95, 97, 102, 106, 110, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 163, 164, 167, 168, 171, 175, 179, 182, 183, 185, 187, 188, 191, 194, 195, 196, 198, 199, 200, 201, 202, 209, 210, 211, 212, 214, 216, 217, 218, 226, 227, 228, 234, 237, 238, 242, 243, 244, 246, 247, 248, 249, 250, 253, 255, 260, 265, 266, 268, 269, 270, 278, 279, 287, 288, 295, 297, 298, 300, 310, 311, 312, 313, 320, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 355, 358, 359, 360, 361, 366, 367, 368, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 390, 393, 394, 397, 398, 400, 402, 404, 406, 407, 408, 411, 412, 416, 420, 425, 427, 428, 431, 432, 434, 437, 438, 444, 445, 452, 456, 454, 457, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 505, 509, 511, 518, 521, 523, 528, 533, 534, 536, 539, 540, 542, 544, 545, 546, 549, 552, 553, 555, 556, 559, 563, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 589, 590, 593, 601, 602, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 698, 700, 702, 703, 771, Promotional Turn 8 - Whisky Rocks

94 Our Wine Country - GROUP 1: VQA Cube Fixture Participating Products LCBO# Description Size (ml) Girls Night Out Rosé VQA Vineland Estates Dry Riesling VQA Union Red VQA Sandbanks Baco Noir Reserve VQA 750 Signage components 1. Our Wine Country Cube Sign % Ontario Category Sign x 2 3. Our Wine Country pre-printed Shelf Talkers x 4 100% Ontario Category Shelf Talker Our Wine Country Cube Sign Re-order # VQA Cube Fixture Kit: Our Wine Country Shelf Talkers x 4, Our Wine Country cube sign, 100% Ontario Category sign x 2. Merchandising Instructions No change from last period 1. Merchandise the four participating products on the top shelf of the VQA Cube Fixture. Place the pre-printed Shelf Talker in front of the product. 2. Install the Our Wine Country Cube Sign. 3. Install the 100% Ontario Category Signs on either side of the Cube Sign. Marketing & Product Guide 93

95 Participating Stores Our Wine Country FSI - GROUP 2: VQA Gondola Fixture 4, 17, 40, 41, 65, 144, 207, 211, 221, 229, 233, 234, 252, 263,351, 392, 401, 417, 443, 474, 481, 483, 486, 490, 497, 522, 532, 551, 564, 580, 587, 609, 624, 627, 644, 677, 694, 695, 699, 706 Participating Products Size LCBO# Description (ml) Girls Night Out Rosé VQA Vineland Estates Dry Riesling VQA Union Red VQA Sandbanks Baco Noir Reserve VQA 750 Signage components No change from last period 1. Our Wine Country Backer Card 2. Our Wine Country pre-printed Shelf Talkers x 4 Merchandising Instructions 1. Install the Our Wine Country Backer Card into the Backer Card Frame of the FSI Gondola Fixture. 2. Merchandise the four participating products on the top shelf of the VQA gondola along with the pre-printed Shelf Talkers provided. go LOCAL FSI VQA Gondola Fixture golocal Backer Card Shelf Talker 94 Promotional Turn 8 - Whisky Rocks

96 Beer Programs Ontario Craft Beer End Aisle Brewery Spotlight Craft Beer Program Ontario Craft Beer (Quarterly Program) No change from last period No change from last period No change from last period

97 Key Dates Install: October 13, 2013 Take Down: November 10, 2013 Components Pre-Printed Shelf Talkers (ENG) DMS Pre-Printed Shelf Talkers (FRE) DMS End Aisle Backer Card (same) OCBEA01 Participating Products Ontario Craft Beer End Aisle Formerly Ontario Craft Beer Fixture, now merchandised on shelf LCBO# Brand Size (ml) Brewery Distributor Code Cobblestone Stout 440 Mill Street Steam Whistle Pilsner 6 x 341 Steam Whistle Beau s Lug Tread 4 x 600 Beau's All Natural 9654 Participating Stores OCB End Aisle Backer Card Re-order # OCBEA01 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 25, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 528, 549, 556, 579, 619, 623, 624, 630, 702 NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. 96 Promotional Turn 8 - Whisky Rocks

98 Brewery Spotlight: Quebec Breweries Overview The Brewery Spotlight is a year-round program that features unique and premium products from craft breweries around the world. This particular promotion will focus on a variety of craft brewers from Quebec. NEW: Please display the brewery information Shelf Talker within your store s Brewery Spotlight section. Key Date Install: September 15, 2013 Take Down: December 8, 2013 Participating Products Components Pre-Printed Shelf Talkers (ENG) DMS OCB013 Pre-Printed Shelf Talkers (FRE) DMS OCB014 Brewery LCBO# Description Size (ml) Dieu Du Ciel - Penombre Black IPA 4 x Brasserie Dunham Belgian IPA 750 Quebec Breweries Trou Du Diable Le Sang D'Encre Charlevoix Hibernus Les Trois Mousquetaires Doppelbock 750 Participating Stores No change from last period NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. 1, 5, 10, 15, 17, 18, 31, 38, 40, 115, 132, 164, 187, 212, 217, 243, 334, 393, 417, 445, 486, 457, 495, 499, 511, 568, 623, 624, 630 Marketing & Product Guide 97

99 Key Dates Install: September 15, 2013 Take Down: December 8, 2013 Components Pre-Printed Shelf Talkers (ENG) DMS OCB012 Pre-Printed Shelf Talkers (FRE) DMS OCB011 Participating Products Craft Beer Program Item# Product Name Size (ml) Box Steam Funnel Blower Porter Deschutes Black Butte Porter Amager, Rye Porter Lost Coast 8 Ball Stout Sawdust City - Long Dark Voyage to Uranus Stout Midtfyns, X-Porter Wired istout Black Force 1. Imperial Stout Samuel Smith's Organic Chocolate Stout Les Trois Mousquetaires Porter Baltique La Vache Folle Imperial Milk Stout 500 Participating stores No change from last period 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 115, 132, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 243, 252, 253, 255, 288, 295, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 481, 483, 486, 494, 495, 499, 501, 505, 511, 522, 528, 532, 534, 542, 546, 549, 556, 568, 573, 575, 579, 586, 590, 602, 616, 614, 619, 623, 624, 630, 677, 771, 776 NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. 98 Promotional Turn 8 - Whisky Rocks

100 Ontario Craft Beer (Quarterly Program) Key Dates Install: September 15, 2013 Take Down: December 8, 2013 Components Pre-Printed Shelf Talkers (ENG) DMS OCB008 Pre-Printed Shelf Talkers (FRE) DMS - OCB009 Participating Products No change from last period Brewery LCBO# Description Size (ml) Distributor Code Black Oak Black Oak 10 Bitter Years 650 Warehouse Old Credit Old Credit Amber Ale Railway City Railway City Canada Southern Draft Flying Monkeys Flying Monkeys Stereovision 6 x 355 Warehouse Participating stores Mandatory Participation 5, 6, 15, 18, 19, 35, 38, 40, 115, 143, 149, 187, 212, 217, 243, 295, 334, 355, 393, 417, 452, 495, 528, 568, 624 Optional Participation 1, 2, 3, 4, 9, 11, 14, 20, 21, 25, 31, 36, 37, 60, 95, 106, 130, 156, 163, 171, 185, 200, 209, 214, 288, 298, 300, 329, 346, 346, 360, 367, 371, 373, 378, 385, 407, 411, 420, 432, 437, 438, 445, 457, 485, 499, 522, 532, 544, 545, 549, 553, 572, 573, 575, 579, 629, 630, 700, 702, 771, 776 NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. Marketing & Product Guide 99

101

102 Vintages Superstar Program Participating Stores Kit 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 37, 44, 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, 201, 202, 207, 209, 211, 214, 218, 221, 223, 233, 237, 244, 248, 249, 260, 263, 265, 268, 269, 278, 296, 311, 324, 340, 353, 354, 359, 372, 373, 381, 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, 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, 36, 38, 40, 41, 55, 57, 58, 95, 106, , 143, 148, 149, 156, 164, 171, 179, 185, 187, 195, 198, 200, 210, 212, 217, 221, 226, 243, 252, 253, 255, 263, 287, 288, 298, 300, 325, 326, 329, 333, 334, 344, 346, 351, 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, 532, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 641, 698, 699, 700, 702, 703, 706, 771, 776

103 Vintages Superstar Program Overview The Vintages Superstar program promotes great local products while pairing them with delicious recipes. Each period there will be three Ontario Superstars: two LCBO wines and one Vintages Essential. This is a Sold Program and participation is mandatory. Participating Product FLAT ROCK CELLARS PINOT NOIR VQA Niagara Peninsula (XD) 750 ml $19.95 Key Dates 102 Promotional Turn 8 - Whisky Rocks Install: Upon receipt Takedown: November 9, 2013 Kit 1 + Kit 2 will be to be shipped via store mailbag. Components 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 November 9, Pre-printed Shelf Talker Install the pre-printed Shelf Talker in front of the featured product, in its on-shelf position within the Vintages section, using a Miracle Stick (Central Supply Shopping Cart #692012) or 2 shelf clip for Vintages (hellolcbo re-order #LC1506). Take down once stock is sold out, or by November 9, Available Chilled Hot Button This Hot Button should be used on shelf to indicate that the Superstars products are also available in the fridge; Superstars Shelf Talkers should be placed in the fridge to highlight the Superstar products there. Re-order# DMS Basket Insert Shelf Talker Available Chilled In-Section Hot Button Re- Order # DMS

104 BAM & LTO Signage Participating Stores 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 29, 30, 31, 35, 36, 37, 38, 40, 41, 42, 44, 45, 55, 56, 57, 58, 60, 61, 62, 63, 64, 65, 68, 69, 70, 71, 72, 74, 77, 78, 79, 80, 81, 82, 83, 84, 85, 93, 95, 97, 99, 101, 102, 106, 112, 115, 124, 125, 127, 130, 132, 136, 140, 143, 144, 145, 148, 149, 153, 154, 156, 158, 163, 164, 165, 167, 168, 171, 178, 179, 182, 185, , 191, 195, 196, 197, 198, 199, 200, 201, 202, 207, 208, 209, 210, 211, 212, 214, 216, 217, 218, 219, 221, 222, 223, 225, 226, 227, 232, 233, 235, 237, 238, 241, 242, 243, 244, 247, 248, 249, 251, 252, 253, 255, 259, 260, 261, 263, 265, 268, 269, 270, 278, 287, 288, 295, 298, 300, 306, 311, 312, 313, 314, 318, 321, 323, 324, 325, 326, 329, 333, 334, 340, 343, 344, 345, 346, 351, 352, 353, 354, 355, 358, 359, 360, 361, 365, 367, , 373, 378, 380, 381, 383, 385, 386, 387, 389, 390, 392, 393, 394, 397, 398, 401, 402, 403, 404, 407, 411, 412, , 417, 420, 425, 426, 427, 428, 430, 431, 432, 434, 437, 438, 441, 443, 444, 445, 446, 447, 449, 452, 454, 456, 457, 459, 461, 465, 467, 468, 469, 470, 474, 481, 482, 483, 485, 486, 490, 491, 494, 495, 497, 499, 501, 505, 509, 511, 512, 515, 516, 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, 537, 538, 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 587, 589, 590, 593, 598, 599, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 650, 677, 694, 695, 697, 698, 699, 700, 702, 703, 771, 776

105 Vintages BAM & LTO Signage Overview The Vintages BAM & LTO signage will arrive in the mailbag the week before each promotional period starts. This is a mandatory supplier program. All Shelf Talkers for the participating products should be installed at the start of the period. If you do not receive your kit please call hellolcbo to request a kit. If a Shelf Talker is damaged or misplaced please print a new Shelf Talker using the in-store printing templates. Participating Products Components LTO Shelf Talkers BAM Shelf Talkers LCBO# Description Original Price Price Promotion Beronia Reserva 2008 $18.95 $18.95 BAM (+8) Cloudy Bay Sauvignon Blanc 2008 $29.95 $29.95 BAM (+10) Dom Pérignon Brut Champagne 2003 $ $ BAM (+30) Eradus Sauvignon Blanc 2011 $17.00 $17.00 BAM (+40) Louis Roederer Brut Premier Champagne $68.95 $68.95 BAM (+15) Miraval Rosé 2012 $24.95 $24.95 BAM (+10) Pérez Cruz Reserva Cabernet Sauvignon $15.95 $15.95 BAM (+7) Chanson Père & Fils Le Bourgogne Pinot Noir $19.95 $17.95 $2 LTO Deep Sea Chardonnay $34.95 $31.95 $3 LTO Kilikanoon Killerman s Run Shiraz $19.95 $17.95 $2 LTO Laurel Glen Sonoma Mountain Cabernet Sauvignon 2007 $69.95 $64.95 $5 LTO Louis Jadot Beaujolais-Villages $16.95 $15.95 $1 LTO Peller Estates Private Reserve Vidal Icewine $26.95 $21.95 $5 LTO Santo Assyrtiko 2011 $16.95 $15.95 $1 LTO Stags Leap Winery Cabernet Sauvignon $49.95 $44.95 $5 LTO Sterling Merlot $27.95 $22.95 $5 LTO Tedeschi Amarone Della Valpolicella Classico $39.95 $36.95 $3 LTO 104 Promotional Turn 8 - Whisky Rocks

106 The Holiday 2013 issue of FOOD & DRINK is to be distributed in stores Wednesday, November 6, PLEASE DO NOT DISPLAY THE ISSUE PRIOR TO November 6, Features Let s Cocktail Party! Throw a guesswork-free cocktail party with fab-flavoured cocktails, each paired with a tasty hors d oeuvres. Before the Feast: Make-ahead eats for grazing on Christmas Day everything from an early breakfast to late morning snacks to afternoon coffee and nibbles. Tried and New: Whether you re making your first turkey or looking for fresh ideas, our Christmasdinner recipes offer something for everyone. Icewine Getaway: A roadmap to celebrating all things icewine this January in Niagara events including ice sculpture shows, food and icewine tastings and more. White Wonders: Snow white holiday desserts that look every bit as gorgeous as they taste.

107 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 additional copies 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Winter 2014 issue of FOOD & DRINK, which will be in stores on Wednesday, January 15, Signage Re-order Codes Food & Drink A Frame Sign English over English (Re-Order Code: ) HOLIDAY 2013 Food & Drink Header Card English/Bilingual (Re-Order Code: ) Food & Drink A Frame Sign English over French (Re-Order Code: ) 106 Promotional Turn 8 - Whisky Rocks

108 Food & Drink LCBO# Description Size (ml) MATCHMAKER MATCHES - all matches from stories Veuve Clicquot Demi Sec Champagne 750 ml Peller Estates Ice Cuvee Vqa 750 ml Cave Spring Blanc De Blanc Brut Vqa 750 ml (VE) Louis Roederer Premier Brut Champagne 750 ml St Remy A La Creme 750 ml Panama Jack's French Vanilla Cream 750 ml Crabbies Original Alcoholic Ginger Beer 500 ml Konzelmann Gewurztraminer Vqa 750 ml Graham s 20 Year Old Tawny Port 750 ml Casa Dos Vinhos Madeira 750 ml Jaffelin Bourgogne Aligote 750 ml Henry Of Pelham Sauvignon Blanc Vqa 750 ml Angels Gate Pinot Gris Vqa 750 ml Gypsy White Vqa 750 ml (VE) G. Marquis The Silver Line Pinot Noir Vqa 750 ml (VE) Tawse Sketches Of Niagara Chardonnay Vqa 750 ml Jip Jip Rocks Sparkling Shiraz 750 ml Sledgehammer Zinfandel 750 ml (V) Featherstone Cabernet Franc ml Jackson-Triggs Black Series Meritage Vqa 750 ml Mill Street Coffee Porter 6 pk Cupcake Red Velvet 750 ml Domaine Pinnacle Ice Cider 750 ml Domaine De Canton Ginger Liqueur 750 ml Muskoka Lakes Cranberry Wine 750 ml Colio Late Harvest Vidal Vqa 375 ml Bottega Petalo Il Vino Dell' Amore Moscato 750 ml (V) Bartenura Asti Kpm 750 ml Southbrook Framboise 375 ml Godiva White Chocolate Cream 750 ml Jack Daniel s Honey 750 ml Osborne Santa Maria Cream Sherry 750 ml Trius Sauvignon Blanc Vqa 750 ml Stiegl Bier 500 ml (VE) La Chablisienne Vielles Vigne Chablis 750 ml Domaine Chandon Brut 750 ml J&F Lurton Les Fumees Blanches Sauv Blanc Vqa 750 ml Segura Viudas Brut Reserva Cava Sparkling 750 ml Brooklyn Lager 6 pk Whitehaven Sauvignon Blanc 750 ml Tio Pepe Extra Dry Fino Sherry 750 ml (VE) Malivoire Ladybug Rosé 750 ml Thirty Bench Riesling 750 ml Sica Baron De Hoen Pinot Gris Reserve 750 ml Kacaba Unoaked Chardonnay Vqa 750 ml Van Loveren Sauvignon Blanc Chardonnay 750 ml Marketing & Product Guide 107

109 Food & Drink Continued LCBO# Description Size (ml) (VE) Cave Spring Estate Riesling Vqa 750 ml 6445 Creemore Springs Premium Lager 473 ml Chimay Premiere 750 ml (VE) Megalomaniac Narcissist Riesling Vqa 750 ml Bolla Valpolicella 750 ml (VE) Rocca Delle Macìe Chianti Classico 750 ml Spearhead Moroccan Brown Ale 6 pk (VE) Perrin Réserve 750 ml Bougrier Vouvray Chenin Blanc Aoc 750 ml Sibling Rivalry White Vqa 750 ml Carmen Reserva Carmenere 750 ml Staff Baco Noir Vqa 750 ml Chivite Gran Feudo Rosé 750 ml Ogier Cotes Du Ventoux Rosé 750 ml Masi Serego Alighieri Rosso Veronese 750 ml (VE) Monte Antico Igt 750 ml Durbanville Hills Sauvignon Blanc 750 ml Sauvion Carte D'or Muscadet Sur Lie 750 ml Sandeman Vau Vintage Port 750 ml Patron Xo Cafe Tequila Liqueur 750 ml Freixenet Cordon Negro Brut 750 ml Pilsner Urquell 500 ml Konzelmann Pinot Blanc Vqa 750 ml Philippe De Rothschild Sauvignon Blanc Vdp 750 ml (VE) 1578 Flat Rock Twisted Vqa 750 ml Coyote's Run Pinot Gris Pinot Blanc Vqa 750 ml Konzelmann Pinot Noir Dry Vqa 750 ml De Chanceny Crémant De Loire Rosé Brut 750 ml Henry Of Pelham Cuvee Catharine Brut Rosé Vqa 750 ml Goose Island Sofie Belgian Style Ale 765 ml (VE)11452 Willm Réserve Riesling 750 ml Saison Dupont 750 ml George Wyndham Founder's Reserve Shiraz 750 ml Mott's Clamato Caesar Original 4 pk (VE) Kim Crawford Pinot Noir ml Red Rooster Pinot Gris Vqa 750 ml Rickard s Red 6 pk Beringer White Zinfandel 750 ml Union Noir Vqa 750 ml Domaine Du Petit Clocher Cabernet Franc Anjou 750 ml Hahn Pinot Noir Monterey 750 ml Angels Gate Archangel Brut Chardonnay Sparkling Vqa 750 ml Thornbury Premium Apple Cider 473 ml 108 Promotional Turn 8 - Whisky Rocks

110 Food & Drink Continued LCBO# Description Size (ml) Innis & Gunn Original 6 pk Jacob s Creek Reserve Riesling 750 ml Goats Do Roam White 750 ml Tommasi Vermentino Maremma Igt 750 ml Garofoli Verdicchio Dei Castelli Di Jesi Doc Classico Superiore 750 ml Masi Masianco Pinot Grigio & Verduzzo Igt 750 ml White House Riesling Pinot Grigio 750 ml WHAT S NEW Cîroc Red Berry 750 ml Gingerbread Liquor 500 ml 75 Mike Weir Pinot Noir VQA 750 ml Galevan Paroles De Femme Aoc Cotes Du Rhone 750 ml Rodney Strong Alexander Valley Cabernet Sauvignon 750 ml (V) Southbrook Triomphe Cabernet Sauvignon 750 ml Jack Daniel's Winter Jack Tennessee Cider 750 ml Unibroue 17 Grande Réserve 750 ml (V) Louis Roederer Premier Brut Champagne 750 ml COOKING WITH RUM Captain Morgan Original Spiced Rum 750 ml SMALL PLATES 8094 Deinhard Green Label Riesling 750 ml Vigne&Vini Zinfandel Primitivo Del Salento 750 ml Alvear Medium Dry Amontillado 750 ml De Chanceny Cremant De Loire Rose Brut 750 ml Grange of Prince Edward Gamay VQA 750 ml Ravine York Road White VQA 750 ml ICEWINE GETAWAY Reif Estate Vidal Icewine 200 ml Château Des Charmes Vidal Icewine 200 ml Equifera Riesling Icewine 375 ml Pillitteri Riesling Icewine 200 ml Stratus Red Icewine 200 ml FRESH OFF THE VINE Mille Lire Pinot Grigio 750 ml Casa Lapsotolle Sauvignon Blanc 750 ml Jean Geiler Muscat Reserve Particuliere 750 ml Megalomaniac Local Squeeze White VQA 750 ml Jovly Cabernet Franc Chinon ml Château des Charmes Earth & Sky Pinot Noir 2010 VQA 750 ml Montes Twins Malbec Cabernet 750 ml Quinta do Valdoeiro Red 750 ml Caves Velhas Topázio 750 ml Marketing & Product Guide 109

111 Food & Drink Continued LCBO# Description Size (ml) FINDING FAVOUR WITH FLAVOUR Mort Subite Framboise Lambic 375 ml Wells Banana Bread Beer 500 ml St-Ambroise Apricot Wheat Ale 473 ml Young's Double Chocolate Stout 500 ml BEYOND THE BELLINI Mionetto Il 750 ml Rossi D Asiago limoncello 750 ml Villa Sandi Prosecco 750 ml Absolut Apeach Vodka 750 ml Aperol 750 ml Cordoniu Brut Clasico Sparkling 750 ml Segura Viudas Brut Reserva Cava Sparkling 750 ml Freixenet Carta Nevada Sparkling 750 ml (V) Lillet Blanc 750 ml Grower's Granny Smith Apple Cider 750 ml Tio Pepe Extra Dry Fino Sherry 750 ml Patron Citronge Extra Fine Orange Liqueur 750 ml Grand Marnier 375 ml Cremant de Bourgogne Reserve Paul Delane 750 ml Chateau de Montgueret Cremant de Loire Brut 750 ml De Chanceny Crement de Loire Rose Brut 750 ml Silver Tequila 750 ml DeKuyper Peachtree Schnapps Liqueur 1140ml 5116 Barclay s 750 ml Absolut Cherrykran 750 ml 414 Pama Pomegranate Liquor 750 ml MESSAGE IN A BOTTLE Hine Homage Early Landed Vintage Cognac 750 ml Domaine Dupont VSOP Pays d Auge Calvados 700 ml Appleton Estate 21 Year Old Rum 750 ml The Macallan 1824 Ruby Single Malt Scotch 750 ml (VE) Murai Family Daiginjo Sake 300 ml (VE) Veuve Clicquot Vintage Brut Champagne 750 ml (VE) Cakebread Cellars Cabernet Sauvignon ml Henry of Pelham Gift set of Cuvee Catherine Brut and Cuvee Catherine Rosé 750 ml (VE) Tignanello ml Bouchard P&F Beaune du Château Premier Cru 750 ml (VE) Osoyoos Larose Le Grand Vin 750 ml (V) Puklus Pincészet Tokaji Aszú 5 Puttonyos ml (V) Quinta do Portal Vintage Port ml (VE) Bachelder Niagara Chardonnay VQA 750 ml 110 Promotional Turn 8 - Whisky Rocks

112 Food & Drink Continued LCBO# Description Size (ml) SOMMELIER SELECTIONS (VE) Laurent-Perrier Cuvée Rosé Brut Champagne 750 ml (VE) 1578 Flat Rock Cellars Twisted 750 ml (V) Cliff Lede Stags Leap District Cabernet Sauvignon 750 ml (VE) Frescobaldi Castelgiocondo Brunello di Montalcino ml Henry of Pelham Cuvee Catharine Rosé VQA 750 ml (V) Lustau East India Solera Sherry 500 ml Bodegas Castano Hecula 750 ml (V) Inniskillin Vidal Icewine 50 ml Cave Spring Blanc de Blancs VQA 750 ml Codorniu Brut Classico Sparkling 750 ml Strewn Vineyards Barrel Aged Chardonnay VQA 750 ml Osoyoos Larose Petales d Osoyoos VQA 750 ml SENSATIONAL SIPPERS 8284 Hennessy VS Cognac 750 ml Damblat Armagnac 15 Years Old 700 ml Domaine Dupont VSOP Pays d Auge Calvados 700 ml El Dorado 15 Year Old 750 ml Ron Zacapa 23 Centenario Rum 750 ml Appleton Estate 21 Year Old Rum 750 ml Tullamore D.E.W. 750 ml Writers Tears Pot Still Irish Whiskey 700 ml Jameson Select Reserve 750 ml Marketing & Product Guide 111

113

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

115 Participating Stores This list is included in the PT8 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 1 H 20S 45 Y F F 3 8P F 4 10P F 5 H 10P F 6 H F FF 8 T 10S F 9 T F 10 H 20P 40 Y FF 11 H 8S F 12 T 8P F F 14 8S F 15 H 15P 25 Y F 16 F 17 H Y FF 18 H F 19 H 15S FF 20 H 8S F 21 H 20P 40 Y H 20S H 15S 30 Y FF 24 8S FF 25 8P H 10P F 27 H 15S F 28 T T H 15P 30 Y F 34 H 15S F 35 H 10P H 15S FF 37 8P F 38 H 15P 30 Y FF H 20P FF 41 10S 20 Y FF 42 T H 10S H 10S 25 Y S Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) T FF 50 H 10S FF FF F 55 H 10S 20 Y FF 56 T H 15S 25 Y S FF H 5C H 15S H 10S F 64 H 10S H 10S 25 Y T FF FF 68 H 15S S T S H 8S H 10S 15 Y T FF FF 77 T FF FF 79 H 8S H 10S T FF 82 H 8S FF 84 T H 10S H 8S T T FF 90 H 10S T FF 92 T F 93 H 8S Promotional Turn 8 - Whisky Rocks

116 Participating Stores This list is included in the PT8 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 94 T H 10S T S T FF FF 101 H 15S H 10S T FF 104 T F H 15S T T FF 109 T T FF 113 T H 20P T T FF 118 T FF FF 122 T FF 123 T FF H 10S FF FF T F FF 130 H 10S H 10S FF 135 T T T H 10P FF Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) P F S S H 15P 45 Y H 20P 30 Y F FF 152 H 10S S H 15S F 155 8S H 20P T T T T T FF 163 H 8S F 164 H 15P 20 Y FF 165 H 8S F 166 T H 10S F 168 H 10P T T H 20S 25 Y F FF 174 T S T H 15P FF H 15P F F 184 T FF 185 H 15P 25 Y F 186 T 8S F 187 H 20S 40 Y Marketing & Product Guide 115

117 Participating Stores This list is included in the PT8 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 188 H 10S FF 190 H 10S F 191 H 15S 30 Y S F FF 194 T H 20S 40 Y F 196 H 8S T H 15S 25 Y F H 20S 25 Y F 201 H 15S FF 205 T H 8S F 208 T H 15S S H 8S H 15P F 213 T S FF 216 H 8S H 20P 30 Y FF 218 H 15S F 219 T T FF 221 H 10S 20 Y T T T T FF 226 H 20S 30 Y T H 20S F 229 T 10S T T H 15S 30 Y F S F Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 236 T FF S T T FF 242 H 15S F 243 H 20P FF 244 H 15S FF 246 T T H 15P H 10S 20 Y F H 20S 30 Y H 20P 30 Y FF 254 T H 10S F F T T H 20S 40 Y T H 15S T T H 20S 25 Y F FF 273 T T T T H 8S FF F T Promotional Turn 8 - Whisky Rocks

118 Participating Stores This list is included in the PT8 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 282 T T H 15S FF 288 H 20P 30 Y T T FF T T P F 296 T T H 20P 30 Y T H 10S T T T FF F F 311 H 10P S F T T T F 321 H 8S F FF 323 T H 8P FF 325 H 15S H 15S 30 Y T FF Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 328 T H 20P 45 Y F 330 T FF 333 F 334 H 20S F 335 T FF H 10S F S H 15S 30 Y S H 20P 45 Y FF H 15S 30 Y T H 8P H 20P 30 Y F H 20S 40 Y FF 360 H 10P F 361 H 15S 25 Y H 20S F F 364 T H 10S F 367 H 20P 40 Y FF T FF 371 H 10S F 372 T H 15S 20 Y T FF 376 Marketing & Product Guide 117

119 Participating Stores This list is included in the PT8 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) H 20S 45 Y T T H 15S 30 Y H 15S H 15S 25 Y H 20S FF 386 H 15S H 15S FF 388 H 10P F 389 H 15S F 390 H 15P 25 Y H 10S 25 Y H 20P FF 394 H 20P 40 Y FF FF 397 H 15S 30 Y H 15S 40 Y F S FF S 30 Y H 10S H 15S FF FF 407 H 20P 30 Y F 408 H 10S F P F 412 H 15P 25 Y F T H 10P F 416 H 20S 25 Y F 417 H 15P T T F F FF FF Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 425 H 10S F 426 H 8S F 427 H 15S 30 Y H 20S 40 Y F H 15S FF 432 H 20S H 15S FF F 437 H 10S 25 Y H 20S 30 Y F T FF H 15P 30 Y FF 444 H 15S 25 Y F 445 H 20S T T T H 15P FF P T S H 10P 20 Y F 458 H 8S F 459 H Y T T FF H 15S FF 467 H 10S T S Promotional Turn 8 - Whisky Rocks

120 Participating Stores This list is included in the PT8 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 470 H 15S 30 Y FF T H 15P 20 Y F F 485 H 15P 20 Y F P F FF H 10S 20 Y F 491 H 15S 30 Y T F H 15P F 495 H 15S T H 15S 30 Y H 20P F 501 H 15S T H 20P F FF 507 T FF 509 T H 10S 25 Y F S 1 F FF T Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 518 H 10S F F 520 T H 10P FF P 25 Y H 20P 45 Y T FF 526 FF 527 T H 15P 30 Y 40 6 F 529 T T T 3 4 F 532 8S FF S F 534 H 10S 25 Y F H 15P 25 Y FF 539 T F 540 H 15S FF H 20P 30 Y F 543 T H 10S H 15S 40 Y H 15S F 547 F H 20S S 40 Y S FF 553 H 15P F 555 H 8S F 556 H 15P 20 Y F H 10S T T T H 10S Marketing & Product Guide 119

121 Participating Stores This list is included in the PT8 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 Language (FLS) 564 H 10S F FF 566 H 20P 30 Y H 8P FF 569 H 15S 30 Y F F 572 H 10S F 573 H 10P FF 575 H 15S 25 Y F 576 T FF FF 578 T FF 579 H 10S H 15S 30 Y T T H 15S 15 Y F S H 10S 25 Y FF FF 590 H 20P H 15P F 594 T T T F 598 FF 599 T H 15S F 602 H 15S FF 605 H 15S 30 Y H 15S 25 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 Language (FLS) T S 2 F H 10S H 15S H 10S H 20S 40 Y F H 20P 25 Y H 20P 45 Y FF FF 627 H 15S 30 Y F 629 H 15S H 20P 45 Y H 20S F 632 H 20S 50 Y H 15S 30 Y S F F S FF F 641 H 20S 40 Y S 7 6 F 643 H 10S 20 Y FF 644 8S F F 694 H 10S 25 Y FF S F 698 H 15S 30 Y F 699 H 10S 20 Y F 700 H 20S 30 Y F 702 H 15P H 20S 40 Y F 706 H 8S 15 Y H 15P H 20S 40 Y Promotional Turn 8 - Whisky Rocks

122 Sold Space Programs Display Programs NEW - Flighted End Aisles! In order to maximize sales, leverage our inventory investment and make the most relevant promotion for your local customer base, this year we will be flighting the end aisles for the Whisky Rocks promotion. End Aisles 1-10 will focus on big brands and will be the same for all stores. End aisles follow a strategy that promotes specific brands where they have the greatest potential to move additional volume, stores are flighted into Canadian focus or Import focus and will have some different products on promotion. Please refer to the store listings on the top of pages XX and XX to determine which flight your store is participating in and set up the promotion accordingly.

123 Display Programs Participating Products HERO DISPLAY - PARTICIPATING STORE LIST 1, 5, 6, 10, 11, 15, 17, 18, 19, 20, 21, 22, 23, 26, 27, 31, 34, 35, 36, 38, 40, 41, 43, 44, 50, 55, 57, 62, 63, 64, 65, 68, 73, 74, 79, 80, 82, 85, 86, 90, 93, 95, 101, 102, 106, 115, 125, 130, 132, 140, 148, 149, 152, 154, 156, 163, 164, 165, 167, 168, 171, 179, 182, 185, 187, 188, 190, 191, 195, 196, 198, 200, 201, 207, 209, 211, 212, 216, 217, 218, 221, 226, 228, 233, 242, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 287, 288, 298, 300, 311, 321, 324, 325, 326, 329, 334, 340, 344, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 401, 402, 404, 407, 408, 412, 415, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 457, 458, 459, 465, 467, 470, 481, 485, 490, 491, 494, 495, 497, 499, 501, 505, 511, 518, 521, 523, 528, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 559, 563, 564, 566, 568, 569, 572, 573, 575, 579, 580, 584, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 634, 641, 643, 694, 698, 699, 700, 702, 703, 706, 771, 776 Hero Approved Week Week 1 (Monday October 14 - Sunday October 20, 2013 Week 2 (Monday October 21 - Sunday October 27, 2013 Item Number Description Wiser's Spiced Vanilla Canadian Whisky Johnnie Walker Red Label Size (ml) Support Programs Agent Name 750 LTO $3.50 CORBY DISTILLERIES LIMITED 1140 LTO $5.00 DIAGEO CANADA INC. 122 Promotional Turn 8 - Whisky Rocks

124 Display Programs Participating Products Continued Hero Approved Week Week 3 (Monday October 28 - Sunday November 3, 2013 Week 4 (Monday Novebmer 4 - Sunday November 11, 2013) Item Number Description Size (ml) Support Programs Agent Name Canadian Club Classic 1140 LTO $4.15 BEAM GLOBAL CANADA The Glenlivet 12yo Single Malt Scotch Whisky 1140 LTO $9.00 CORBY DISTILLERIES LIMITED Marketing & Product Guide 123

125 Display Programs Participating Products Continued IMPORTED 1, 3, 4, 5, 6, 8, 10, 11, 12, 13, 14, 15, 17, 18, 19, 20, 21, 36, 37, 38, 40, 41, 115, 140, 143, 148, 149, 163, 164, 171, 179, 182, 185, 186, 191, 195, 198, 207, 212, 214, 217, 228, 234, 242, 243, 248, 253, 269, 279, 295, 311, 321, 324, 329, 334, 341, 346, 353, 355, 360, 362, 366, 371, 383, 384, 385, 388, 390, 393, 394, 397, 398, 400, 404, 408, 411, 412, 415, 416, 425, 426, 428, 431, 432, 437, 443, 444, 445, 452, 457, 458, 470, 485, 486, 494, 499, 505, 511, 521, 523, 528, 532, 533, 534, 536, 542, 546, 553, 555, 556, 564, 568, 569, 572, 573, 580, 584, 590, 601, 618, 619, 623, 624, 629, 630, 631, 632, 635, 638, 641, 642, 643, 698, 700, 702, 703, 771, 776 Location LCBO# Case Conversion# Description Size (ml) Support Programs Forty Creek Copper Pot Reserve 750 Value Add Forty Creek Copper Pot Reserve Whisky 1140 LTO 893 Wiser's DeLuxe Wiser's DeLuxe 1750 Value Add Wiser's DeLuxe 1140 LTO 1487 Crown Royal 750 Value Add Crown Royal 1750 LTO Crown Royal 1140 LTO 8805 Forty Creek Barrel Select Whisky 1750 Value Add Forty Creek Barrel Select Whisky 1140 LTO Forty Creek Barrel Select 750 BAM Canadian Club Premium 1750 BAM Canadian Club Classic 750 LTO Canadian Club Reserve 1140 LTO Jack Daniel's Tennessee Whiskey 750 Value Add Jack Daniel's Tennessee Whiskey 1750 BAM Jack Daniel's Tennessee Whiskey 1140 Value Add 7880 Johnnie Walker Black 12 Yr 750 Value Add Johnnie Walker Red Label 1140 Value Add Johnnie Walker Black Label 1140 Value Add 3558 Gibson's Finest 12 Year Old 750 Value Add Gibson's Finest Sterling Edition 1750 Value Add Gibson's Finest 12 Year Old Whisky 1140 Value Add Grant's Family Reserve 750 Value Add Grant's Family Reserve Grant's Family Reserve 1140 LTO Jameson Irish Whiskey Jameson Irish Whiskey 1140 LTO Jameson Irish Whiskey 1750 BAM Glenfiddich Single Malt 12 Year Old 750 Value Add Glenfiddich Single Malt 12 Year Old Glenfiddich Single Malt 15 Year Old 750 Value Add 124 Promotional Turn 8 - Whisky Rocks

126 Display Programs Participating Products Continued IMPORTED 1, 3, 4, 5, 6, 8, 10, 11, 12, 13, 14, 15, 17, 18, 19, 20, 21, 36, 37, 38, 40, 41, 115, 140, 143, 148, 149, 163, 164, 171, 179, 182, 185, 186, 191, 195, 198, 207, 212, 214, 217, 228, 234, 242, 243, 248, 253, 269, 279, 295, 311, 321, 324, 329, 334, 341, 346, 353, 355, 360, 362, 366, 371, 383, 384, 385, 388, 390, 393, 394, 397, 398, 400, 404, 408, 411, 412, 415, 416, 425, 426, 428, 431, 432, 437, 443, 444, 445, 452, 457, 458, 470, 485, 486, 494, 499, 505, 511, 521, 523, 528, 532, 533, 534, 536, 542, 546, 553, 555, 556, 564, 568, 569, 572, 573, 580, 584, 590, 601, 618, 619, 623, 624, 629, 630, 631, 632, 635, 638, 641, 642, 643, 698, 700, 702, 703, 771, 776 Location LCBO# Case Conversion# Description Size (ml) 1610 Ballantine's 750 Support Programs Ballantine's Finest Blended Malt Scotch Whisky 1140 LTO Ballantine's Finest Blended Malt Scotch Whisky 1750 BAM The Glenlivet 12 Yr Malt Chivas Regal 12YO Scotch Whisky 1140 LTO The Glenlivet 12YO Single Malt Scotch Whisky 1140 LTO Crown Royal Black 750 LTO Crown Royal Black 1140 Value Add Crown Royal Maple Finished 750 Value Add Spicebox 750 LTO Canadian Club Dock 57 Spiced Whisky 750 LTO Wiser's Spiced Vanilla Canadian Whisky 750 Value Add Maker's Mark Kentucky Bourbon 750 LTO Wild Turkey 81 Proof Kentucky Straight Bourbon 750 LTO Buffalo Trace Bourbon 750 LTO 2360 J & B Rare 750 BAM J & B Rare 1140 BAM Bell's Original Scotch Whisky 1140 BAM Wiser's Small Batch Whisky 750 BAM Canadian Club Sherry Cask 750 BAM Alberta Premium Dark Horse Whisky 750 LTO 984 Alberta Premium 750 BAM Alberta Premium (P.E.T) 1750 Value Add Alberta Premium 1140 Value Add 307 Seagrams V.O. 750 BAM Seagrams V.O Seagrams V.O Value Add 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 125

127 Display Programs Participating Products DOMESTIC 22, 23, 24, 25, 26, 27, 28, 30, 31, 32, 34, 35, 43, 44, 45, 47, 50, 54, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 69, 70, 72, 73, 74, 78, 79, 80, 81, 82, 85, 86, 88, 90, 91, 93, 95, 97, 99, 101, 102, 103, 106, 109, 110, 125, 130, 132, 136, 144, 145, 152, 153, 154, 155, 156, 165, 167, 168, 175, 183, 184, 187, 188, 190, 192, 196, 197, 199, 200, 201, 202, 209, 210, 211, 216, 218, 221, 222, 223, 225, 226, 227, 229, 232, 233, 236, 237, 244, 246, 247, 249, 250, 252, 255, 260, 263, 265, 266, 268, 270, 278, 286, 287, 288, 298, 300, 302, 304, 310, 312, 325, 326, 327, 340, 343, 344, 345, 351, 359, 361, 363, 367, 373, 378, 381, 382, 386, 387, 389, 392, 401, 402, 406, 407, 417, 427, 434, 436, 438, 453, 454, 456, 459, 465, 467, 469, 481, 484, 490, 491, 495, 497, 501, 507, 517, 518, 522, 529, 539, 540, 544, 545, 549, 551, 552, 559, 563, 566, 575, 578, 579, 586, 587, 593, 602, 605, 609, 616, 617, 627, 634, 644, 694, 695, 699, 706 Location LCBO# Case Conversion# Description Size (ml) 126 Promotional Turn 8 - Whisky Rocks Support Programs Forty Creek Copper Pot Reserve 750 Value Add Forty Creek Copper Pot Reserve Whisky 1140 LTO 893 Wiser's DeLuxe Wiser's DeLuxe 1750 Value Add Wiser's DeLuxe 1140 LTO 1487 Crown Royal 750 Value Add Crown Royal 1750 LTO Crown Royal 1140 LTO 8805 Forty Creek Barrel Select Whisky 1750 Value Add Forty Creek Barrel Select Whisky 1140 LTO Forty Creek Barrel Select 750 BAM Canadian Club Premium 1750 BAM Canadian Club Classic 750 LTO Canadian Club Reserve 1140 LTO Jack Daniel's Tennessee Whiskey 750 Value Add Jack Daniel's Tennessee Whiskey 1750 BAM Jack Daniel's Tennessee Whiskey 1140 Value Add 7880 Johnnie Walker Black 12 Yr 750 Value Add Johnnie Walker Red Label 1140 Value Add Johnnie Walker Black Label 1140 Value Add 3558 Gibson's Finest 12 Year Old 750 Value Add Gibson's Finest Sterling Edition 1750 Value Add Gibson's Finest 12 Year Old Whisky 1140 Value Add Grant's Family Reserve 750 Value Add Grant's Family Reserve Grant's Family Reserve 1140 LTO Jameson Irish Whiskey Jameson Irish Whiskey 1140 LTO Jameson Irish Whiskey 1750 BAM 984 Alberta Premium 750 BAM Alberta Premium (P.E.T) 1750 Value Add Alberta Premium 1140 Value Add

128 Display Programs Participating Products Continued DOMESTIC 22, 23, 24, 25, 26, 27, 28, 30, 31, 32, 34, 35, 43, 44, 45, 47, 50, 54, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 69, 70, 72, 73, 74, 78, 79, 80, 81, 82, 85, 86, 88, 90, 91, 93, 95, 97, 99, 101, 102, 103, 106, 109, 110, 125, 130, 132, 136, 144, 145, 152, 153, 154, 155, 156, 165, 167, 168, 175, 183, 184, 187, 188, 190, 192, 196, 197, 199, 200, 201, 202, 209, 210, 211, 216, 218, 221, 222, 223, 225, 226, 227, 229, 232, 233, 236, 237, 244, 246, 247, 249, 250, 252, 255, 260, 263, 265, 266, 268, 270, 278, 286, 287, 288, 298, 300, 302, 304, 310, 312, 325, 326, 327, 340, 343, 344, 345, 351, 359, 361, 363, 367, 373, 378, 381, 382, 386, 387, 389, 392, 401, 402, 406, 407, 417, 427, 434, 436, 438, 453, 454, 456, 459, 465, 467, 469, 481, 484, 490, 491, 495, 497, 501, 507, 517, 518, 522, 529, 539, 540, 544, 545, 549, 551, 552, 559, 563, 566, 575, 578, 579, 586, 587, 593, 602, 605, 609, 616, 617, 627, 634, 644, 694, 695, 699, 706 Location LCBO# Case Conversion# Description Size (ml) Support Programs 307 Seagrams V.O. 750 BAM Seagrams V.O Seagrams V.O Value Add 1222 Wiser's Special Blend Wiser's Special Blend (P.E.T) 1750 Value Add Wiser s Special Blend Spicebox 750 LTO Canadian Club Dock 57 Spiced Whisky 750 LTO Wiser's Spiced Vanilla Canadian Whisky 750 Value Add Wiser's Small Batch Whisky 750 BAM Canadian Club Sherry Cask 750 BAM Alberta Premium Dark Horse Whisky 750 LTO Ballantine's Finest Blended Malt Scotch Whisk 1140 LTO The Famous Grouse 1140 LTO J & B Rare Royal Reserve 1140 BAM Royal Reserve (P.E.T) 1750 Value Add Royal Reserve Pet Walker's Special Old Walker's Special Old (P.E.T) Hiram Walker Special Old Rye Whisky Pet 1140 Value Add 539 Black Velvet 750 Value Add Black Velvet (P.E.T) 1750 LTO Black Velvet 1140 BAM Canada Gold Whisky (P.E.T) 1140 BAM Canada Gold Whisky (P.E.T) 1750 Value Add 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 127

129 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 # of Extenders Programs R1 Vodka A Belvedere Vodka 750 Value Add Y Y R2 Vodka B Prince Igor Extreme Vodka 1140 LTO Y Y Y Y Y R3 Vodka C Smirnoff Vodka 1140 BAM Y Y Y Y Y Y R4 Vodka D Ketel One Vodka 750 Value Add Y Y Y Y Y Y R5 Vodka E Smirnoff Vodka (P.E.T.) 750 Value Add Y Y Y Y Y Y R6 Rum A R7 Rum B Captain Morgan Private Stock Rum Captain Morgan Black Spiced Rum 750 BAM Y 750 Value Add Y Y Y Y Y R8 Rum C Appleton Estate V/X 750 LTO Y Y Y Y Y Y R9 Rum D Bacardi Superior 1140 Value Add Y Y Y Y Y Y Y R10 Rum E Captain Morgan Spiced Rum 1140 Value Add Y Y Y Y Y Y R11 R12 R13 R14 R15 Canadian Whisky A Canadian Whisky B Canadian Whisky C Canadian Whisky D Canadian Whisky E Glen Garioch Founder's Reserve 750 LTO Y Y Tap 357 Maple Whisky 750 Value Add Y Y Y Y Y Revel Stoke Spiced Whisky 750 LTO Y Y Y Y Y Y Y Jack Daniel's Honey 750 Value Add Y Y Y Y Y Y Y Sortilege 750 Value Add Y Y Y Y Y Y R16 Scotch A 1867 Drambuie 750 LTO Y Y Y Y Y Y R17 Scotch B Glenmorangie Original Single Malt Scotch Whisky 750 BAM Y Y Y Y Y Y R18 Gin A Bombay Sapphire London Dry 1750 BAM Y Y Y Y Y Y Y R19 Liqueurs A Dragonheart Cinnamon Vodka Liqueur 750 LTO Y Y Y Y R20 Liqueurs B Forty Creek Cream Liquor 750 BAM Y Y Y Y Y Y R21 Liqueurs C Disaronno Originale Amaretto 1140 BAM Y Y Y Y Y Y Y R22 Liqueurs D Fireball Whisky Shooter 750 LTO Y Y Y Y Y Y 128 Promotional Turn 8 - Whisky Rocks

130 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 # of Extenders Programs R23 Brandy A Cattos Rare Blended Scotch 1140 BAM Y R24 Brandy B Sauza Silver 1140 LTO Y Y Y Y Y Y Y R25 Tequila A Silver Tequila 750 LTO Y Y Y Y R26 R27 R28 R29 R30 R31 R32 R33 R34 R35 R36 R37 R38 Ontario Blend A Ontario Blend B Ontario Blend C Pelee Island Gewurztraminer 750 LTO Y Y Y Y Y Y Naked Grape Pinot Grigio 750 LTO Y Y Y Y Y Y Y Pelee Island Monarch Vidal VQA 750 LTO Y Y Y Y Y Y Y Ontario Non XOXO Shiraz Cabernet 750 LTO Y Y Y Y Y VQA A Ontario Non VQA B Pelee Island Gamay Noir/ Zweigelt VQA 750 LTO Y Y Y Y Y Y Ontario Non Pelee Island Baco Noir VQA 750 LTO Y Y Y Y Y Y Y VQA C Ontario Non VQA D Ontario VQA A Ontario VQA B Australia/ New Zealand A Australia/ New Zealand B Australia/ New Zealand C Australia/ New Zealand D Pelee Island Lighthouse Riesling VQA Dan Aykroyd Cabernet Shiraz VQA 750 LTO Y Y Y Y Y Y Y 750 LTO Y Y Y Trius Merlot VQA 750 LTO Y Y Y Y Hardys The Gamble Chardonnay Pinot Gris Wolf Blass Yellow Label Shiraz Jacob's Creek Moscato R39 USA A Penfolds Koonunga Hill Shiraz/Cabernet Robert Mondavi Woodbridge Chardonnay 750 LTO Y Y Y 750 LTO Y Y Y Y LTO, Wine Fridge Y Y Y Y Y Y Y 750 LTO Y Y Y Y Y Y Y 750 LTO Y Y Y Y Y Y Y R40 USA B Barefoot Pinot Grigio 750 Value Add Y Y Y Y Y Y Y R41 Chile A R42 Chile B R43 France Blend A Santa Julia Reserva Cabernet Sauvignon Luis Felipe Edwards Reserva Shiraz Cab Sauv 750 LTO Y Y Y Y 750 LTO Y Y Y Y Y Y Y Frescobaldi Remole Toscana 750 LTO Y Marketing & Product Guide 129

131 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location 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 LCBO# Description La Vieille Ferme Cotes Du Luberon Ripasso Classico Superiore Le Pezze Size (ml) Support # of Extenders Programs LTO Y Y Y Y Y Y Y 750 LTO Y Y Fat Bastard Merlot Vdp 750 LTO Y Y Y Y Y Y Y Cavallina Grillo Pinot Grigio Fontanafredda Barolo Docg 750 BAM Y Y Y 750 LTO Y Y Voga Pinot Grigio Igt 750 LTO Y Y Y Y Y Y Y R50 Italy North A Straccali Chianti Docg 750 LTO Y Y Y Y Y R51 Italy North B R52 R53 Southern Europe A Southern Europe B Cent'Are Nero D'Avola - Merlot Tini Sangiovese Di Romagna Doc 750 LTO Y Y Y Y Y Y Y 750 BAM Y Bacalhoa Jp Red 750 BAM Y Y Y R54 Germany A 2881 Pisse-Dru Beaujolais 750 BAM Y Y Y Y Y Y Y R55 Sparkling A R56 Sparkling B R57 R58 Ontario Beer A Ontario Beer B R59 Beer R60 Beer Ghost Pines Chardonnay Winemaker's Blend Segura Viudas Brut Reserva Cava Sparkling 750 LTO Y Y Y 750 LTO, Wine Fridge Y Y Y Y Y Y Devil's Pale Ale 473 BAM Y Y Coors Banquet 473 BAM Y Y Y Y Y Y Y Naughty Neighbour American Pale Sleeman Original Draught 6 x 355 BAM 473 LTO Y Y Y Y Y Y R61 Beer Miller Genuine Draft 473 LTO Y Y Y Y Y Y R62 Beer R63 Party Zone Samuel Adams Latitude 48 IPA Vodka Mudshake Chocolate 6 x x 270 LTO Y Y Y Y Y Y Y LTO Y Y Y Y Y Y Y R64 Party Zone Rockstar Original 473 LTO Y Y Y Y Y Y Y R65 Party Zone Smirnoff Ice Flavours Bluebrry Lemon 4 x 330 Y Y Y Y Y Y Y 130 Promotional Turn 8 - Whisky Rocks

132 Community Shelf Extenders Community Shelf Extenders Location LCBO# Description Size (ml) C1: Community Extender Iceberg Vodka 750 Support Program BAM, BBAM Agent The Kirkwood Group C2: Community Extender Johnnie Walker Red Label 750 LTO Diageo Canada Inc. C3: Community Extender Pelee Island Merlot 750 LTO Pelee Island Winery C4: Community Extender Mezzomondo Pinot Grigio Chardonnay Igt 750 LTO Constellation Brands Inc. C5: Community Extender Two Oceans Shiraz 750 LTO PMA Canada Ltd. C6: Community Extender Captain Morgan Original Spiced Rum Pet C7: Community Extender St Remy A La Creme 750 LTO 750 Value Add Diageo Canada Inc. Select Wine Merchants Inc. C8: Community Extender Tullamore Dew Irish Whiskey 750 Value Add PMA Canada Ltd. C9: Community Extender Konzelmann Merlot VQA 750 LTO C10: Community Extender Matervitae Negroamaro 750 LTO Konzelmann Estate Winery Majestic Wine Cellars Marketing & Product Guide 131

133 Discovery & Green Extenders Discovery Shelf Extenders Location LCBO# Description D1: Discovery Wines Green Shelf Extender Sandbanks Estate Riesling VQA Size (ml) Support Program 750 LTO D2: Discovery Wines Faustino Vii Red Rioja 750 LTO D3: Discovery Wines Louis M. Martini Cabernet Sauvignon 750 LTO Agent Sandbanks Estate Winery Select Wine Merchants E&J Gallo Winery Canada Ltd. D4: Discovery BSM Waterloo Dark 473 LTO The Brick Brewing Co. D5: Discovery BSM Seagram Cider 473 The Brick Brewing Co. D6: Discovery BSM Canadian Club & Ginger Ale 6 x 355 BAM Beam Global Canada D7: Discovery Spirits Papidoux Calvados 700 LTO Rare Earth Wines D8: Discovery Spirits D9: Discovery Spirits Location LCBO# Description Harry's Hurricane Spiced Rum St-Germain Elderflower Liqueur 750 LTO Forty Creek Distillery Ltd 750 BAM Bacardi Canada Inc. G1: Green Extender Gilles Louvet O Pinot Noir Organic Size (ml) Support Program Agent 750 Rare Earth Wines 132 Promotional Turn 8 - Whisky Rocks

134 IMAGE Shelf Talkers LCBO# Description Size (ml) Support Program Agent 604 Chiarli Castelveltro Lambrusco 750 S. Schiralli Agencies Ltd., Durbanville Hills Sauvignon Blanc 750 Wine Fridge PMA Canada Ltd Great Lakes Pumpkin Ale 650 Great Lakes Brewing Co Jacob's Creek Reserve Cabernet Sauvignon D'Arenberg The Stump Jump Grenache Shrz Mourvedre 750 Corby Distilleries Limited 750 Churchill Cellars Ltd The Creemore Collection - Winter 6 x 473 Creemore Springs Brewery Ltd Cave Spring Chardonnay VQA 750 Cave Spring Cellars Ltd., Rickard's Blonde 473 Molson Coors Canada Hop City Barking Squirrel Lager 473 The Premium Beer Company Inc Tennent's Export Lager 500 The Premium Beer Company Inc Jacob's Creek Reserve Chardonnay Adelaide Hills Sierra Milenario Extra Anejo Tequila Stoneleigh Marlborough Chardonnay Muskoka Mad Tom IPA Wine Fridge Corby Distilleries Limited 700 Eurovintage International Inc 750 Corby Distilleries Limited Lakes Of Muskoka Cottage Brewery Jameson Select Reserve 750 Corby Distilleries Limited Samuel Adams Boston Lager 6 x 355 The Premium Beer Company Inc Taylor Fladgate First Estate Port 750 Sylvestre Wines & Spirits Inc Seve By Gautier 500 Eurovintage International Inc Twice As Mad Tom IPA 4 x 355 Lakes Of Muskoka Cottage Brewery Colio Semi-Dry Red 1500 Colio Estate Wines Gilles Louvet O Chardonnay Organic 750 Rare Earth Wines Champagne Tarlant Brut Reserve 750 B And W Wines Innis & Gunn Original 500 PMA Canada Ltd Moulin de Gassac Merlot 750 Eurovintage International Inc King Pilsner 473 Provincial Beverages Of Canada Inc Jacob's Creek Shiraz 750 Corby Distilleries Limited Dunavar Muscat 750 Eurovintage International Inc The Glenlivet French Oak Reserve 15 Year Old 750 Corby Distilleries Limited Cortel Napoleon VSOP Brandy 375 Eurovintage International Inc Marketing & Product Guide 133

135 Limited Time Offers LCBO# Case Conversion# Description Size (ml) LTO Display Program 1099 Johnnie Walker Red Label 750 $2.00 Comm. Extender 1867 Drambuie 750 $3.00 Shelf Extender 5280 Vodka Mudshake Chocolate 4 x 270 $1.00 Shelf Extender 6106 Kronenbourg x 330 $ Newcastle Brown Ale 500 $ Henry Of Pelham Pinot Noir VQA 750 $ XOXO Shiraz Cabernet 750 $1.00 Shelf Extender >(V)Private Reserve Icewine Ontario (Peller E 200 $ Fontanafredda Barolo Docg 750 $3.00 Shelf Extender Finlandia Vodka 750 $ Jim Beam White Label Bourbon 750 $2.00 POD, LTO Sandeman Ruby Port 750 $ Prince Igor Extreme Vodka 1140 $1.00 Shelf Extender Smirnoff Vodka 1750 $ Sleeman Original Draught 473 $0.20 Shelf Extender Maclays Pale Ale 473 $ Ruffino Chianti Classico Riserva Ducale Docg 750 $ Coyote's Run Pinot Noir VQA 750 $ Jose Cuervo Golden Margarita 750 $ El Dorado 12 Year Old Rum 750 $ Black Velvet (P.E.T) 1750 $4.00 End Aisle Sawmill Creek Chardonnay Bib 4000 $ Dan Aykroyd Cabernet Shiraz VQA 750 $2.00 Shelf Extender Mezzomondo Pinot Grigio Chardonnay Igt 750 $1.00 Comm. Extender Inniskillin Dry Riesling VQA 750 $ Waterloo Dark 473 $0.30 Discovery Extender Red Knot Cabernet Sauvignon 750 $ Naked Grape Pinot Grigio 750 $1.00 Shelf Extender Cavit Collection Pinot Grigio Delle Venez Igt 750 $2.00 Wine Fridge Robert Mondavi Woodbridge Chardonnay 750 $1.00 Shelf Extender Maker's Mark Kentucky Bourbon 750 $3.00 End Aisle Frescobaldi Remole Toscana 750 $1.50 Shelf Extender Crown Royal 1750 $3.00 End Aisle Finlandia Vodka 1750 $ Pelee Island Gewurztraminer 750 $1.50 Shelf Extender Sandbanks Estate Riesling VQA 750 $1.00 Discovery Extender J.P. Chenet Limited Release Pinot Noir 750 $1.00 Mini Thematic Pelee Island Lighthouse Riesling VQA 750 $1.00 Shelf Extender 134 Promotional Turn 8 - Whisky Rocks

136 Limited Time Offers Continued LCBO# Case Conversion# Description Callia Alta Malbec 750 $1.00 Size (ml) LTO Display Program Louis Jadot Bourgogne Pinot Noir 750 $2.00 Mini Thematic Pascual Toso Malbec Limited Edition 750 $ Jack Daniel's And Cola Tall Can 473 $ Carmen Reserva Carmenere 750 $ Innis & Gunn Original 750 $ Copper Moon Sauvignon Blanc 750 $ Wente Morning Fog Chardonnay 750 $ Appleton Estate V/X 750 $2.00 Shelf Extender Open Sauvignon Blanc VQA 750 $ Ripasso Classico Superiore Le Pezze 750 $2.00 Shelf Extender Chateau Des Charmes Generation Seven Red VQA 750 $ Graham's 10 Year Old Tawny Port 750 $ Jameson Irish Whiskey 1140 $2.50 End Aisle Chivas Regal 12YO Scotch Whisky 1140 $4.00 End Aisle The Glenlivet 12YO Single Malt Scotch Whisky 1140 $4.00 End Aisle Ballantine's Finest Blended Malt Scotch Whisk 1140 $1.50 End Aisle Absolut Elyx 750 $ Glen Garioch Founder's Reserve 750 $4.00 Shelf Extender Rockstar Original 473 $0.25 Shelf Extender Palm Bay Ruby Grapefrt Sunrise Spritz 6 x 355 $ The Famous Grouse 1140 $3.00 End Aisle Pelee Island Gamay Noir/Zweigelt VQA 750 $1.50 Shelf Extender Wiser's DeLuxe 1140 $2.50 End Aisle Segura Viudas Brut Reserva Cava Sparkling 750 $1.50 Shelf Extender, Wine Fridge Sauza Silver 1140 $5.00 Shelf Extender Havana Club Anejo Blanco Rum 1140 $ Crown Royal $2.50 End Aisle Hardys The Gamble Chardonnay Pinot Gris 750 $1.00 Shelf Extender St Remy A La Creme 750 $4.00 Comm. Extender The Beachhouse Red 750 $ Crown Royal Black 750 $2.00 End Aisle Stolichnaya Vodka 750 $ The Kraken Black Spiced Rum 750 $ Merlot Lodi 750 $ Errazuriz Estate Pinot Noir 750 $2.00 Marketing & Product Guide 135

137 Limited Time Offers Continued LCBO# Case Conversion# Description Top Bench White VQA 750 $1.00 Size (ml) LTO Display Program Silver Tequila 750 $2.00 Shelf Extender Okanagan Spring Pale Ale 6 x 341 $ Sledgehammer Cabernet Sauvignon 750 $ Santa Julia Reserva Cabernet Sauvignon 750 $1.00 Shelf Extender Miller Genuine Draft 473 $0.20 Shelf Extender Collingwood 750 $2.00 POD Les Jamelles Merlot Vin De Pays D'Oc 750 $ Chapoutier Belleruche Blanc 750 $ Matervitae Negroamaro 750 $1.00 Comm. Extender Revel Stoke Spiced Whisky 750 $2.00 Shelf Extender Blanton's Original Bourbon 750 $ Spicebox 750 $2.00 End Aisle Mcclelland's Single Malt Highland Scotch 750 $2.50 POD Hollandia Lager Beer 500 $ Jacob's Creek Moscato 750 $ Zonin Amarone Della Valpolicella Doc 750 $ Henry Of Pelham Riesling VQA 750 $ Castillo De Almansa Reserva 750 $ Smithwick's Ale 500 $ Jackson-Triggs Cabernet Sauvignon Bag In Box 4000 $ Jackson-Triggs Sauvignon Blanc Bag In Box 4000 $ Devil's Cut 750 $3.00 POD Three Olives Cake 750 $ Crabbies Original Alcoholic Ginger Beer 500 $ Wkd Original Vodka Blue 4 x 330 $ Mike's Hard Black Cherry 4 x 330 $ Aquinas Pinot Noir 750 $ Canadian Club Dock 57 Spiced Whisky 750 $1.00 End Aisle White House Wine Co. Vidal Moscato VQA 750 $ Wild Turkey 81 Proof Kentucky Straight Bourbon 750 $2.00 End Aisle Shelf Extender, Wine Fridge Penfolds Koonunga Hill Shiraz/Cabernet 750 $2.00 Shelf Extender Villa Wolf Pinot Noir, Pfalz 750 $2.00 Mini Thematic Louis M. Martini Cabernet Sauvignon 750 $2.00 Discovery Extender Alberta Premium Dark Horse Whisky 750 $2.00 End Aisle La Vieille Ferme Cotes Du Luberon 750 $1.00 Shelf Extender Dry Bianco Secco Bag In Box 4000 $ Leblon Cachaca 700 $ Promotional Turn 8 - Whisky Rocks

138 Limited Time Offers Continued LCBO# Case Conversion# Description O'Leary Cabernet Merlot VQA 750 $1.00 Size (ml) LTO Display Program Ghost Pines Chardonnay Winemaker's Blend 750 $2.00 Shelf Extender Luis Felipe Edwards Reserva Shiraz Cab Sauv 750 $1.50 Shelf Extender Hacker Pschorr Munich Gold Lager 500 $ Lucky Stones Red VQA 750 $ Lucky Stones White VQA 750 $ Canadian Club Classic 750 $2.00 End Aisle Canadian Club Reserve 1140 $1.45 End Aisle Mike's Hard Winter Black Berry 4 x 330 $ Skyy Vodka 1750 $ Faustino Vii Red Rioja 750 $1.00 Discovery Extender Skinnygirl Tangerine Vodka 750 $ Bacardi Black Razz 750 $ Harry's Hurricane Spiced Rum 750 $1.00 Discovery Extender Papidoux Calvados 700 $3.00 Discovery Extender Jaw Drop Squeezing Melons 473 $ Red Diamond Merlot 750 $ Cayman Jack Blood Orange & Prickly Pear 6 x 355 $ Cayman Jack Planters Gingered Pineapple 6 x 355 $ Samuel Adams Latitude 48 IPA 6 x 355 $1.00 Shelf Extender Cent'Are Nero D'Avola - Merlot 750 $1.50 Shelf Extender Hop City Big Mouth Pale Ale 473 $ Jackson-Triggs Chardonnay 1500 $ Dragonheart Cinnamon Vodka Liqueur 750 $1.00 Shelf Extender Melville's Raspberry Craft Lager 4 x 275 $ Stutz Premium Natural Cider 473 $ Forty Creek Copper Pot Reserve Whisky 1140 $2.00 End Aisle Forty Creek Barrel Select Whisky 1140 $1.50 End Aisle Kittling Ridge Cabernet Sauvignon Prop Cuvee 750 $ Absolut Elyx Vodka 750 $ Pierre Sparr Gewurztraminer 750 $ Pilsner Urquell 6 x 330 $ Appleton Estate V/X 1750 $ Pelee Island Monarch Vidal VQA 750 $1.50 Shelf Extender Mcclelland Single Malt Islay Scotch 750 $2.50 POD Skyy Vodka 750 $ Cave Spring Pinot Noir VQA 750 $ Pelee Island Cabernet Franc VQA 750 $ Hobgoblin Extra Strong Ale 500 $0.40 Marketing & Product Guide 137

139 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Konzelmann Merlot VQA 750 $1.00 Comm. Extender Fireball Whisky Shooter 750 $2.00 Shelf Extender Pelee Island Merlot 750 $1.00 Comm. Extender Pelee Island Baco Noir VQA 750 $1.50 Shelf Extender Wolf Blass Yellow Label Shiraz 750 $2.00 Shelf Extender Strewn Chardonnay Barrel-Aged VQA 750 $ Strongbow Cider 500 $ Mcclelland Speyside Single Malt 750 $2.50 POD Trius Merlot VQA 750 $1.00 Shelf Extender French Cross Dry White Cask 4000 $ Buffalo Trace Bourbon 750 $5.00 End Aisle Grant's Family Reserve 1140 $2.00 End Aisle Fat Bastard Merlot Vdp 750 $2.00 Shelf Extender Mott's Clamato Caesar Extra Spicy 6 x 341 $ Eastdell Pinot Noir VQA 750 $ Grange Of Pec Gamay Noir VQA Trumpour's Mill 750 $ Hoya De Cadenas Reserva 750 $ Straccali Chianti Docg 750 $1.50 Shelf Extender Philippe De Rothschild Pinot Noir Vdp 750 $1.00 Mini Thematic Pelee Island Shiraz/Cabernet 1500 $ Voga Pinot Grigio Igt 750 $1.00 Shelf Extender French Cross Shiraz 1500 $ Red Stripe Lager 6 x 330 $ Old Milwaukee 710 $ Sleeman Clear 6 x 341 $ Two Oceans Shiraz 750 $1.25 Comm. Extender El Dorado Special Reserve 15 Year Old Rum 750 $ El Dorado Demerara 5 Year Old Rum 750 $ Budweiser 6 x 341 $ Coors Light 6 x 341 $ Sleeman Cream Ale 6 x 341 $ Moosehead Lager 6 x 341 $ Promotional Turn 8 - Whisky Rocks

140 Value Added Program Warehouse Applied LCBO# Case Conversion# Description Size (ml) VA Approved VA Mother Carton# 935 Captain Morgan White Rum 750 Smirnoff Red Gordons Gin 750 Smirnoff Red Gibson's Finest 12 Year Old 750 Wild Turkey Bourbon 50 ml Forty Creek Barrel Select Whisky 1750 Forty Creek Double Barrel 100 ml Prince Igor Vodka (P.E.T) 1140 Prince Igor Extreme 50 ml Gibson's Finest Sterling Edition 1750 Gibson's 12YO 2 x 50 ml Gibson's Finest 12 Year Old Whisky 1140 Tullamore Dew 50 ml Seagrams V.O CMOS Canada Gold Whisky (P.E.T) 1750 Forty Creek Barrel Select 100 ml Forty Creek Copper Pot Reserve 750 Forty Creek Double Barrel 50 ml Forty Creek Cream 1140 Forty Creek Barrel Select 50 ml Marketing & Product Guide 139

141 Value Added Program Sales Representative Applied LCBO# Case Conversion# Description Size (ml) VA Approved 67 Smirnoff Vodka Black Velvet McGuinness Silk Tassel 750 Fireball 50 ml 935 Captain Morgan White Rum 750 Smirnoff Red 1040 Gordons Gin 750 Smirnoff Red 1487 Crown Royal 750 Hockey Captain Morgan Orig Spiced 50 ml Black Velvet Toasted Caramel Minis 3558 Gibson's Finest 12 Year Old 750 Wild Turkey Bourbon 50 ml 7880 Johnnie Walker Black 12 Yr 750 Score Golf Magazine Subscription 8805 Forty Creek Barrel Select Whisky 1750 Forty Creek Double Barrel 100 ml Glenfiddich Single Malt 12 Year Old 750 Set of 3 Whisky Stones in Branded Bag Prince Igor Vodka (P.E.T) 1140 Prince Igor Extreme 50 ml Bushmills Irish Whiskey 750 Glass Abbot Ale 500 Coasters Grant's Family Reserve 750 Grant's Sherry Cask 50 ml Smirnoff Vodka (P.E.T.) 750 Captain Morgan Orig Spiced 50 ml Wiser's DeLuxe 1750 Wiser's Spiced 2 x 50 ml Schenley O.F.C.(P.E.T) 1750 Black Velvet Toasted Carmel 50 ml Jura Superstition Single Malt 750 Accolade Box Wrap Jack Daniel's Tennessee Whiskey 750 JD Rocks Glasses Barefoot Pinot Grigio 750 Haloween Witch Hat Tag Alberta Premium (P.E.T) 1750 CC Classic 2 x 50 ml Royal Reserve (P.E.T) 1750 Wiser's Deluxe 2 x 50 ml Tullamore Dew Irish Whiskey 750 Branded Glassware Carlsberg 6 x 330 Premier League Coaster Pack Wiser's Special Blend (P.E.T) 1750 Wiser's Deluxe 2 x 50 ml Flat Roof Manor Merlot 750 Appleton Reserve Rum 50mL Tag No. 5 Vodka 750 Stainless Steel Jigger St. Lucia Distillers Chairman's Reserve Rum 700 Pack of Caribbean Spices Proof Whisky 500 Icedrops Moretti Beer 6 x 330 Bottle opener Sapporo Premium Beer 4 x 500 Ear Buds Silent Sam Vodka 1750 Captain Morgan Orig Spiced 2 x 50 ml Tequila Rose Liqueur 750 Iceberg Vodka 50 ml Gibson's Finest Sterling Edition 1750 Gibson's 12YO 2 x 50 ml Jack Daniel's Tennessee Whiskey 1140 JD Rocks Glasses 140 Promotional Turn 8 - Whisky Rocks

142 Value Added Program Sales Representative Applied continued LCBO# Case Conversion# Description Size (ml) VA Approved Gibson's Finest 12 Year Old Whisky 1140 Tullamore Dew 50 ml Alberta Premium 1140 CC Classic 50 ml Alberta Springs 1140 Dark Horse 50 ml Bacardi Black 1140 Bacardi Gold 50 ml Bacardi Superior 1140 Bacardi Oakheart 50 ml Seagrams V.O CMOS Captain Morgan Spiced Rum 1140 Smirnoff 50ml Canadian Club Premium 1140 CC Classic 50 ml Johnnie Walker Red Label 1140 Golf Towel Johnnie Walker Black Label 1140 Golf Hat Dr. McGillicuddy's Peach Schnapps 1140 Dr. McG Branded Light Up Keychain Brugal Anejo 750 Black Grouse 50 ml Hiram Walker Special Old Rye Whisky Pet 1140 Wiser's Deluxe 50 ml Fontella Chianti Docg 750 Brookside Chocolates Satchel Cupcake Chardonnay 750 Cupcake Glass Icebox Margarita 1140 Fireball 50 ml Sortilege 750 Spicebox Mini Malibu Black Coconut Flavoured Rum 750 Wiser's DeLuxe 50 ml Stolichnaya Elit Vodka 750 Tube Jack Daniel's Honey 750 El Jimador Blanco 50 ml Cupcake Red Velvet 750 Cupcake Glass Canada Gold Whisky (P.E.T) 1750 Forty Creek Barrel Select 100 ml UV Cake Vodka 750 Birthday Candles Crown Royal Black 1140 Hockey Santa Carolina Sauvignon Blanc Reserva 1500 Sobieski Vodka 50 ml Captain Morgan Black Spiced Rum 750 Black Flask Forty Creek Copper Pot Reserve 750 Forty Creek Double Barrel 50 ml Wiser's Spiced Vanilla Canadian Whisky 750 Shot Glass Lamb's Black Sheep Spiced Rum 750 Wiser's DeLuxe 50 ml Francois Lurton Janeil Cabernet Sauvignon 750 Brookside Chocolates Satchel Tap 357 Maple Whisky 750 Spicebox Mini McGuinness Silk Tassel Canadian Whisky 1750 Fireball 50 ml Crown Royal Maple Finished 750 Crown Royal Black 50 ml Ketel One 1750 CR Black 2 x 50 ml Three Olives Smores Vodka 750 TOV Cake Mini Fireball Whisky Shooter 1140 Cinnamon Flavoured Toothpicks, 20 per Tube Captain Morgan Original Spiced Rum Pet 750 Hockey Item Marketing & Product Guide 141

143 Value Added Program Sales Representative Applied LCBO# Case Conversion# Description Size (ml) VA Approved Stock 84 VSOP Brandy 1140 Sobieski Vodka 50 ml Guinness Black Lager 6 x 330 Crown Black 50 ml Bacardi Superior Rum Pet 1140 Bacardi Oakheart 50 ml Forty Creek Cream Liquor 1140 Forty Creek Barrel Select 50 ml The Balvenie 12 YR. Doublewood 750 Whisky Stones with Branded Bag Belvedere Vodka 750 Hennessy VS 50 ml Ketel One Vodka 750 Jigger (with measurement line) Polar Ice Vodka (P.E.T) 1750 Kahlua 2 x 50 ml Captain Morgan Spiced Rum 750 Hockey Item Appleton Special Gold Rum 1750 Reserve 50 ml Guinness Draught 8 x 440 Halloween Glass Bottega Petalo Il Vino Dell' Amore Moscato 750 Gift Bag Flor De Cana Black Label 5 Year Old Rum 750 Tequila Rose 50 ml Glenfiddich Single Malt 15 Year Old 750 Whisky Stones - set of 3 with Branded Bag Eastdell Unoaked Chardonnay VQA 750 Castello Cheese Coupon Eastdell Black Cab VQA 750 Castello Cheese Coupon Campo Viejo Rioja Crianza 750 Drop Stop French Rabbit Merlot Carton 1000 Sobieski Vodka 50 ml French Rabbit Chardonnay Carton 1000 Sobieski Vodka 50 ml Yellow Tail Shiraz 750 Specialty Edition Packaging Bottega Vino Dei Poeti Prosecco Doc 750 Gift Bag 142 Promotional Turn 8 - Whisky Rocks

144 Bonus AIR MILES Reward Miles LCBO# Case Conversion# Description Size (ml) Display Program BAM 42 Canadian Club Premium Mike Weir Pinot Noir Seagrams V.O. 750 End Aisle McGuinness Silk Tassel Alberta Premium 750 End Aisle Royal Reserve 1140 End Aisle Seagrams 83 (P.E.T) Ruffino Chianti Docg Lamb's Palm Breeze J & B Rare 750 End Aisle Pisse-Dru Beaujolais 750 Shelf Extender Remy Martin VSOP Stock 84 VSOP Brandy Bees Chardonnay Unoaked VQA Lamb's White Rum Barclay's Brandy Paarl Brandy 5 Star Pernod Prince Igor Vodka (P.E.T) Cointreau De Valcourt Napoleon VSOP Remy Pannier Muscadet S&M Duff Gordon Brandy Errazuriz Estate Carmenere Bolla Valpolicella Canada Gold Whisky (P.E.T) End Aisle Torres Coronas Tempranillo Do Osborne Santa Maria Cream Sherry Canadian Club Premium 1750 End Aisle Dopff & Irion Crystal D'Alsace Sylvaner Bees Riesling VQA Forty Creek Barrel Select The Famous Grouse Dan Aykroyd Chardonnay VQA Stoneleigh Marlborough Pinot Noir Labbe Francois Cassis Small Cask Brandy (P.E.T) Captain Morgan Private Stock Rum 750 Shelf Extender Castillo De Monseran Garnacha Monimpex Golden Pear Carmen Reserva Cabernet Sauvignon Mezzomondo Sangiovese Merlot Bacardi Gold Rum Marketing & Product Guide 143

145 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Alberta Pure Vodka Pet The Glenlivet Nadurra Aged 16 Years Domaine Pinnacle Ice Cider Wiser's Small Batch Whisky 750 End Aisle Canadian Club Premium (Pet) Russian Prince (P.E.T) Fuller's Extra Special Bitter Carolans Irish Cream Alvear's Fino Montilla Cazadores Anejo Tequila Victoria Gin Lindemans Bin 45 Cabernet Sauvignon Hpnotiq Liquor Cavallina Grillo Pinot Grigio 750 Shelf Extender Smirnoff Vodka Pet Fuzion Alta Reserve Malbec James Ready x Spinelli Malbec Peroni Nastro Azzurro Villa Maria Private Bin Pinot Noir Fat Bastard Shiraz Vdp Dona Antonia Ferreira Personal Reserve Port Montes Reserva Cabernet Sauvignon Trivento Fair Trade Malbec Bolivar Coffee Liqueur Tilia Cabernet Sauvignon Argento Cabernet Sauvignon Reserva Fuzion Alta Torrontes Pinot Grigio Casa Lapostolle Carmenere Grand Sud Merlot Sir Perry Berry Carl Reh Kabinett Funf 5 German Riesling Aperol Xplorador Carmenere Tini Sangiovese Di Romagna Doc 750 Shelf Extender St-Germain Elderflower Liqueur 750 Discovery Extender Sobieski Vodka Jack Daniel's Tennessee Whiskey 1750 End Aisle Tic Tok Pocketwatch Chardonnay Prince Igor Vodka (P.E.T) Pknt Carmenere Pknt Cabernet Sauvignon White Owl Whisky Promotional Turn 8 - Whisky Rocks

146 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Canadian Club Sherry Cask 750 End Aisle Whyte & Mackay Special Blend Okocim Pilsner Glayva Teacher's Highland Cream Ballantine's Finest Blended Malt Scotch 1750 End Aisle 20 Whisk Zenato Rosso Veneto Igt Russian Standard Original Wyborowa Vodka Eastdell Gamay Noir VQA El Dorado 5 Year Old Rum Martini & Rossi Sweet Vermouth Red Cattos Rare Blended Scotch 1140 Shelf Extender Codorniu Brut Clasico Sparkling Two Oceans Sparkling Sauvignon Blanc Banff Ice Vodka Smirnoff Vodka 1140 Shelf Extender Bell's Original Scotch Whisky 1140 End Aisle Sauza Gold Tequila Black Velvet 1140 End Aisle Grand Macnish Chivas Regal 12 Year Old Dewar's White Label Dois Amigos Tinto Red 1500 Ontario Popular 5 Pick De Loach Pinot Noir Fielding Pinot Gris VQA Heering Cherry Liqueur Graffigna Centenario Reserve Malbec Beso De Vino Seleccion Do Carinena Yellow Tail Reserve Shiraz Art De Vivre Cabernet Sauvignon Bbq Barbera Piemonte Doc Montresor Amarone Lake Of Bays Spark House Red Ale 6 x Absolut Raspberri Vodka Avion Tequ...See# Laphroaig 10 Year Old B & G Partager Merlot Luccarelli Primitivo Puglia Igt Berco Do Infante Reserva Silent Sam Vodka Errazuriz Estate Cabernet Sauvignon Marketing & Product Guide 145

147 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Castellare Di Castellina Chianti Classic Docg D'Oh Piemonte Doc Dolcetto Hungaria Sauvignon Blanc Si Pinot Grigio Cono Sur Reserva Chardonnay Writers Tears Pot Still Irish Whiskey Stolichnaya Vodka Canadian Club & Cola Mixed 6 x Canadian Club & Cola Mixed Canadian Club & Ginger Ale 6 x 355 Discovery Extender Canadian Club & Ginger Ale Phillips Vanilla Ripple Schnapps Santa Carolina Cabernet Sauvignon Reserva Jameson Irish Whiskey 1750 End Aisle Jack Daniel's Tennessee Honey Forty Creek Cream Liquor 750 Shelf Extender Joseph Drouhin Chablis Drouhin Vaudon Grant Burge Miamba Shiraz Bacalhoa Jp Red 750 Shelf Extender Cortel Napoleon VSOP Brandy Hogsback Vintage Lager Lot No. 40 Single Copper Pot Still Canadian 750 POD 12 Whisky Pike Creek Double Barreled Canadian 750 POD 12 Whisky La Mascota Cabernet Sauvignon Kwv Cafe Culture Pinotage Concilio Merlot Trentino Doc Skinnygirl Margarita French Cross Chardonnay Glenmorangie Original Single Malt Scotch 750 Shelf Extender 25 Whisky Bouchard Aine & Fils Beaujolais Superieur Wyhdham Estate Bin 555 Shiraz Chateau Joinin Pepperwood Grove Old Vine Zinfandel Santa Rita 120 Cab Franc Carm Cab Sauv Clos Du Bois Cabernet Sauvignon Canadian Club Classic Skinnygirl Bare Naked Vodka Inniskillin Oaked Chardonnay VQA Mount Gay Eclipse Silver The Kraken Black Spiced Rum Domaine De Pellehaut Blanc, Vdp Cotes De Gascogne Promotional Turn 8 - Whisky Rocks

148 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Stock 84 VSOP Brandy Santa Carolina Merlot Reserva Fonseca Porto Bin No.27 Reserve Knob Creek Bourbon 750 FEM Bud Light Platinum 6 x Avion Tequila Silver Bees Buzz & Bubbles VQA La Chasse Merlot Vin De France Kilbeggan 750 POD Macallan Gold Yvon Mau Merlot Vdp Dillon's The White Rye Havana Club Anejo 3 Anos Naughty Neighbour American Pale 6 x 355 Shelf Extender Stock Vermouth Red Reif The Empress Chardonnay VQA Santa Rita Reserva Chardonnay 750 Wine Fridge Bersano Costalunga Barbera D'Asti Doc Union Gold VQA Criollo Chocolate Raspberry Liquor Carmen Gran Reserva Cabernet Boundary Ale Santa Carolina Merlot Coors Banquet 473 Shelf Extender Banff Ice Vodka Metaxa 5 Star Nederburg Sauvignon Blanc Centennial 10 Year Old Limited Edition Rye Iceberg Vodka 750 Comm. Extender, 9 BBAM Casarsa Cabernet Sauvignon Fireball Whisky Shooter Herradura Reposado Tequila J&F Lurton Les Fumees Blanches Sauv Bl Vdp Spinelli Quartana Chardonnay Terre Di Chieti Citra Sangiovese Terre Di Chieti Bacardi 8 Year Old Rum Wolf Blass Red Label Shiraz/Grenache Bend In The River Qualitatswein Whyte & Mackay Special Reserve Trapiche Malbec Kronenbourg Marcus James Malbec Marketing & Product Guide 147

149 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Peroni Nastro Azzuro 6 x Jackson-Triggs Black Series Gewurztraminr VQA Kittling Ridge White Zinfandel/Vidal Santa Carolina Cabernet Sauvignon Kwv Cabernet Sauvignon/Merlot Elijah Craig Kentucky Bourbon 12 Years Old Forty Creek Barrel Select 750 End Aisle Ardbeg 10 YO Islay Scotch Whisky Fat Bastard Chardonnay Vdp 750 Wine Fridge Veuve Clicquot Brut Champagne Wyndham Estate Bin 555 Shiraz Cesari Merlot Delle Venezie Black Tower Dornfelder Pinot Noir Chivas Regal 18 Year Old Gato Negro Merlot Bombay Sapphire London Dry 1750 Shelf Extender Forty Creek Barrel Select Il Prosecco Argento Chardonnay Vineland Cabernet Franc VQA Glendronach 12 Year Old Single Highland Malt Pravda Vodka Prince Igor Extreme Vodka Patron XO Cafe Tequila Liqueur Disaronno Originale Amaretto 1140 Shelf Extender Devil's Pale Ale 473 Shelf Extender Angostura 1919 Aged 8 Years Select Rum Monkey Bay Sauvignon Blanc Montalto Nero D'Avola Cabernet Sauvignon French Rabbit Cabernet Sauvignon Carton Yvon Mau Colomb Chard Vdp Concilio Pinot Grigio Trentino Doc Boris Beer 6 x Santa Carolina Shiraz Kilbeggan Irish Whiskey Jacob's Creek Reserve Shiraz Kirin Ichiban 6 x Sophia's Lemoncella Palladium Grappa Chardonnay & Strawberry Coors Light Promotional Turn 8 - Whisky Rocks

150 Bundled Bonus AIR MILES Reward Miles BBAM Option LCBO# Description Size (ml) Pknt Carmenere Pknt Cabernet Sauvignon BAM BBAM Amount Total BAM Coors Light Wide Mouth 4 x Molson Canadian Wide Mouth 4 x Dunavar Pinot Blanc Dunavar Pinot Grigio Heering Cherry Liqueur Iceberg Vodka 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 149

151 Necktags LCBO# 513 Case Conversion Description Size (ml) NT Approved Mommessin Export Cuvee St Pierre Rouge 893 Wiser's DeLuxe Vin de France Wiser?s?Be in the next Wiserhood Commercial!" Necktag Contest 6361 Alberta Springs 750 Best Whisky for Value 7617 Chivas Regal 12 Year Old 750 Recipe Remy Pannier Sauvignon Blanc 750 Vin de France Jagermeister 750 Halloween Themed J.P. Chenet Limited Release Pinot Noir 750 Vin de France Malibu Coconut Rum 1140 Recipe Wolf Blass Yellow Label Chardonnay Years of Wolf Blass Necktag Contest Crush First Red VQA 750 Thrill Me Necktag Contest Crush First White VQA 750 Thrill Me Necktag Contest Kressmann Selection Chardonnay 750 Vin de France Kressmann Selection Merlot 750 Vin de France Wolf Blass Yellow Label Cabernet Sauvignon Absolut Citron Vodka 750 Recipe Years of Wolf Blass Necktag Contest Catastrophe White VQA 750 Lincoln County Humane Society Catastrophe Red VQA 750 Lincoln County Humane Society Phillips Butter Ripple Schnapps 750 Recipe Two Oceans Pinot Grigio 750 Triscuit Recipes Hayman's Sloe Gin 700 Cocktail Crush Riesling Gewurtztraminer VQA 750 Thrill Me Necktag Contest Crush Midnight Cabernet VQA 750 Thrill Me Necktag Contest McGuinness Whipped Cream Liqueur 750 Recipe Smirnoff Ice 4 x 330 New Refreshing Taste Firesteed Oregon Pinot Gris 750 Accolades Lemon Hart Demerara Rum 750 Poppy Fund - $1/Bottle Lodez Chardonnay Viognier 750 Product knowledge La Chasse Merlot Vin De France 750 Vin de France Two Oceans Cab/Merlot 750 Triscuit Recipes Three Olives Naked Vodka 750 The London Vodka Banff Ice Vodka 1750 Accolade Alberta Springs 1750 Alberta Flood Relief J&F Lurton Les Fumees Blanches Sauv Bl Vdp 750 Vin de France Bodega Norton Cabernet Sauvignon 750 Winemaker of the Year Radeberger Pilsner 500 The Culture of Taste 150 Promotional Turn 8 - Whisky Rocks

152 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.

153 Merchandising Display Tables Display Table Themes The Nesting Table Map is used for all of the Nesting Table Layouts. The products have been selected by Category Management and arranged by Visual Merchandising according to the like-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 For each Nesting Table, please order two or three cases of each of the participating products. For each Promo Table, please order two or three cases of each of the six to eight participating products. The Store Manager may modify product selections, based on customer buying patterns and demographics but alternative products should match the theme. Example of colour, size, type Example of like with like 152 Promotional Turn 8 - Whisky Rocks

154 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 153