Trade Copy Only. Period 10 Starts November 26. Marketing & Product Guide

Transcription

1 Period 10 Starts November 26 Marketing & Product Guide November 26, December 31, 2017

2 Questions? Period 10 Features HelloLCBO Contact Centre: (or dial #5226 on cell phones) or ACSSS Store Support: or 49 -The Marketing Communications Team O nl As we enter a more competitive landscape, the flyer is intended to specifically drive product revenue and be a top-of-mind vehicle for our customers. There will be four flyers in PT10. y LCBO FLYER WEEK 1, 2, 3 & 4 Often, during our regular visits, we can t help but to notice how great many stores look. So, in recognition of your effort and dedication, a store will be featured in these pages every period. LCBO Flyer Week 2 LCBO Flyer Week 3 C op y LCBO Flyer Week 1 P10 ONE DAY SPECIAL BONUS AIR MILES EVENT ad e One Day Special Bonus Air Miles Event Saturday, December 16, 2017 Tr Stay tuned for more details. Kudos to everyone at Store #265 for creating engaging and inviting shopping experiences! Produced by Marketing Communications team. If you have any feedback or idea about this guide, please us at IMAGEbooks@lcbo.com This guide is printed on 100% recycled paper by the LCBO s Print Digital Copy Centre

3 Period 10 Marketing & Product Guide French Languages Service Act (FLSA) 2 Signage Gallery 3 Holiday Food & Drink End Aisle Wraps 11 On Shelf 13 Gift Bags & Boxes 17 Food & Drink Holiday Necktags 33 Food & Drink Holiday 37 Out of Stock Box Signs Food & Drink Holiday Hot Buttons 39 Food & Drink 41 Food & Drink Table 45 Sparkling Wines 47 Advertising & Online Exclusive Offers 49 Deal of the Week 63 The Cold Room Spirits Display 69 Holiday Block Piles 71 Special Promotions Fixture 77 Mini Thematic 81 Front End Merchandiser 85 Spirited Pick 91 Holiday Gifts Fixture 93 Social Responsibility 95 Bonus AIR MILES reward miles 105 Wine Fridge 107 Whisky Shop 109 Ontario Wine Programs 111 Beer Programs 123 Vintages 133 Enhanced Trade Tastings Program 137 Participating Stores 139 Sold Space Program 147

4 French Languages Services Act (FLSA) Give Share Enjoy Overview The French Language Services Act (FLSA) of 1986 guarantees an individual s right to receive services in French from Government of Ontario ministries and agencies in 26 designated areas. Relative to the French Language Services Act, the LCBO is not only required by law to provide bilingual staff, signage and services in specific stores and offices located in, or serving designated communities of Ontario, but we are also doing so as an additional service offering to our Francophone customers. It is good for business. To further this commitment, participating stores are to receive a French version of Exterior Banners, and bilingual versions of Power Aisle Banners, Perimeter Banners, Backer Cards, Food & Drink Table, Window Show Cards & Deal of the Week. Henceforth, these will become the standard bilingual components that will be shipped to these stores every promotional Period. Merchandising Instructions Please alternate between English, IMAGE, and French versions of the Signage. Participating Stores 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 23, 24, 26, 27, 32, 34, 36, 38, 40, 41, 49, 50, 52, 54, 55, 58, 63, 66, 67, 75, 76, 77, 78, 81, 83, 89, 91, 92, 98, 99, 103, 104, 108, 112, 117, 118, 121, 122, 123, 125, 126, 127, 128, 129, 134, 140, 143, 149, 151, 154, 162, 163, 164, 165, 167, 171, 173, 180, 182, 183, 184, 186, 189, 190, 192, 193, 195, 198, 200, 204, 207, 212, 214, 217, 218, 220, 225, 228, 233, 234, 236, 241, 242, 243, 245, 249, 253, 255, 256, 262, 269, 272, 278, 279, 280, 287, 291, 295, 303, 308, 309, 310, 312, 320, 321, 322, 324, 327, 329, 332, 333, 334, 338, 341, 349, 355, 359, 360, 362, 363, 366, 367, 368, 370, 371, 375, 384, 385, 387, 388, 389, 393, 394, 395, 398, 400, 405, 406, 407, 408, 411, 412, 415, 416, 420, 421, 422, 424, 425, 426, 428, 431, 435, 436, 438, 441, 443, 444, 452, 457, 458, 463, 466, 470, 483, 484, 485, 487, 488, 490, 492, 494, 499, 500, 505, 506, 507, 511, 512, 515, 518, 519, 521, 524, 526, 528, 531, 532, 533, 534, 538, 539, 540, 542, 546, 547, 552, 553, 555, 556, 564, 565, 568, 569, 571, 572, 574, 575, 576, 577, 578, 584, 588, 589, 593, 597, 598, 601, 604, 614, 618, 619, 624, 626, 627, 631, 633, 636, 637, 638, 639, 640, 642, 643, 645, 646, 649, 650, 651, 652, 654, 655, 656, 657, 661, 665, 667, 669, 673, 677, 694, 697, 698, 699, 700, 703, 741 Window Show Card English Version Window Show Card French Version Backer Card Bilingual Version 2 Period 10

5 Seasonal Signage will remain the same for Periods 9 10 Take Down: December 31, 2017 IMPORTANT: The PT9 Brand Domination will run from Monday, November 5 to Saturday, December 2, Stores participating in Brand Domination must display Brand Domination signage until December 3 and replace them with PT9 Seasonal Holiday POP components on that day. The signage will be shipped to stores the last week of November. Seasonal Signage Gallery All Seasonal Signage components are available for re-order using their corresponding re-order numbers. If a sign component is missing or damaged, please call or toll and quote the re-order number provided in this guide. Please have a copy of this Marketing & Product Guide on hand for reference. Thank you. Music CD Re-order# DMS-MusicCD We would like to hear your comments about this Period s music. Please provide your feedback to hellolcbo. Marketing & Product Guide 3

6 Signage Gallery Give Share Enjoy Exterior Banners SEASONAL SIGNAGE PERIOD 9 10 Re-order# 18H9-EB1 Exterior Transparency Power Aisle Banners Re-order# 18H9-EB2 Re-order# 18H9-EB3 English Image Image Re-order# 18H9-EB4 Re-order# 18H9-PA1 Re-order# 18H9-PA2 Re-order# 18H9-PA3 4 Period 10

7 Give Share Enjoy Signage Gallery Perimeter Banner Re-order# 18H9-PM1 Front Re-order# 18H9-PM2 Perimeter Transparency Square Back Re-order# 18H9-TS1 Re-order# 18H9-TS2 Re-order# 18H9-TS2 Perimeter Transparency Horizontal Re-order# 18H9-TH4 Re-order# 18H9-TH5 Re-order# 18H9-TH6 Perimeter Transparency Vertical Re-order# 18H9-PM3 SEASONAL SIGNAGE PERIODS 9 10 Re-order# 18H9-TV10 Re-order# 18H9-TV11 Re-order# 18H9-TV12 Marketing & Product Guide 5

8 Signage Gallery Give Share Enjoy Window Show Cards SEASONAL SIGNAGE PERIOD 9 10 Front Re-order# 18H9-WS1 Back Lit Tasting Bar Sign Dimensions: / 16 w x 32 9 / 16 h Install: In the frame on the portable Tasting Bar. Some stores were supplied a backlit sign holder. Re-order# 18H9-TB1 Seasonal Banner Insert Dimensions: 20 w x 70 h Install: In the Thematic Banner Stand (store entrance). Re-order# 18H9-SB1 Beer Fridge Poster Dimensions: 22 ¾ w x 53 ¾ h NOTE: This sign is for Store 486 Beer Fridge ONLY. Re-order# DMS-18H9-BF1 Back Re-order# 18H9-WS2 6 Period 10

9 NEW! In an effort to make execution easier during the busiest time of the year, the only end aisles that will change are EA 1 (MTC), EA 3, EA 7, EA 15, EA 20. The remainder of the end Aisles will be the same for both Period 9 & 10. All End Aisle Backer Cards are to be displayed for the entire season (Period 9 Period 10). FLS designated stores are required to display the bilingual side of the signage. NO CHANGES FROM LAST PERIOD Promotional Signage Gallery Key Dates Install: November 5, 2017 Take Down: December 31, 2017 Participating Stores 1, 3, 4, 5, 6, 8, 10, 11, 12, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 30, 31, 32, 33, 34, 35, 36, 38, 40, 41, 43, 44, 45, 47, 49, 50, 51, 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, 106, 109, 110, 115, 125, 130, 132, 136, 140, 143, 144, 145, 148, 149, 152, 153, 154, 155, 156, 163, 164, 165, 167, 168, 171, 175, 179, 182, 183,186, 187, 188, 190, 191, 192, 195, 196, 197, 198, 199, 200, 201, 202, 207, 209, 210, 211, 212, 214, 216, 217, 218, 221, 222, 223, 226, 227, 228, 229, 232, 233, 234, 236, 237, 242, 243, 244, 246, 247, 248, 249, 250, 252, 253, 255, 260, 263, 265, 266, 268, 269, 270, 276, 278, 279, 286, 287, 288, 295, 298, 300, 302, 304, 310, 311, 312, 321, 324, 325, 326, 327, 329, 334, 340, 341, 343, 344, 345, 346, 351, 353, 355, 359, 360, 361, 362, 363, 366, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 404, 406, 407, 408, 411, 412, 415, 416, 417, 420, 425, 426, 427, 428, 431, 432, 434, 436, 437, 438, 443, 444, 445, 452, 453, 454, 455, 456, 457, 458, 459, 465, 467, 469, 470, 477, 481, 484, 486, 490, 491, 494, 495, 497, 499, 500, 501, 505, 507, 509, 511, 517, 518, 521, 522, 523, 526, 528, 529, 532, 533, 534, 536, 539, 540, 542, 544, 545, 546, 549, 551, 552, 553, 554, 555, 556, 559, 563, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 584, 586, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 633, 632, 634, 635, 638, 640, 641, 642, 643, 644, 645, 646, 649, 652, 653, 654, 655, 656, 657, 658, 670, 671, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 7

10 Promotional Signage End Aisle #1 Give Share Enjoy END AISLES #1 End Aisle #1 Beer To drive Beer and cider sales, End Aisle #1 is now dedicated to promote Beer and cider products. Stores are required to merchandise all participating products. Participating Products LCBO# Description Format The Creemore Collection - Winter 6 x 473 ml Guinness Draught 4 x 440 ml Great Lakes Brewery Winter Ale 650 ml Goose Island winter Mixer 6 x 473 ml Muskoka Winter Pack x 473 ml I&G Frank & Sense 500 ml Mill Street Winter Sampler ml Nickel Brook Mystery Pack 4 x 473 ml End Aisle 1 Backer Card Re-order# 18P9-BC1 8 Period 10

11 Give Share Enjoy Promotional Signage End Aisle Backer Cards End Aisles: 2 to 10 End Aisle 2-10 Products End Aisle Product 2 Smirnoff Vodka 750 ml / 1140 ml / 1750 ml 3 Jacob s Creek Shiraz/Cabernet 750 ml / Jackson-Triggs Cabernet Sauvignon Bag In Box 4000 ml / Ruffino Lumina Pinot Grigio Igt 750 ml 4 Crown Royal 750 ml / 1140 ml / 1750 ml 5 Baileys Irish Cream 750 ml / 1140 ml / 1750 ml 6 J.P. Wiser s Deluxe 750 ml / 1140 ml / 1750 ml 7 Ruffino Chianti 750 ml / Wolf Blass Yellow Label Cabernet Sauvignon 750 ml / Jackson-Triggs Merlot 1500 ml 8 Bacardi Superior 750 ml / 1140 ml / 1750 ml 9 Absolut Vodka 750 ml / 1140 ml / 1750 ml 10 Forty Creek Barrel Select 750 ml / 1140 ml / 1750 ml End Aisle 2-10 Backer Cards END AISLES P9-BC1 18P9-BC2 18P9-BC3 18P9-BC4 18P9-BC5 This year the holiday backer cards for PT9 & PT10 are generic. Please alternate backer cards when creating end aisle displays to avoid repetition. Please note that backer cards do not need to be changed for PT10. Please rotate between Give, Share, Enjoy, Gather and Entertain images END AISLES #2-10 Marketing & Product Guide 9

12 Promotional Signage End Aisle Backer Cards End Aisles: 11 to 20 Give Share Enjoy END AISLES #11-20 End Aisle Products End Aisle Product 11 Captain Morgan Spiced Rum 750 ml / 1140 ml / 1750 ml 12 Canadian Club Premium 750 ml / 1750 ml / Canadian Club 100% Rye 1140 ml 13 Grey Goose Vodka 750 ml / Grey Goose VX 750 ml / Grey Goose Vodka 1140 ml / Grey Goose Vodka 1750 ml 14 Johnnie Walker Black 12 YR 750 ml / Johnnie Walker Black Label 1140 ml / Cardhu Single Malt Scotch 750 ml 15 Stoneleigh Marlborough Sauvignon Blanc 750 ml / Mezzacorona Pinot Grigio Trentino 750 ml / French Cross Pinot Grigio Bag In Box 400 ml 16 Jameson Irish Whiskey 750 ml / 1140 ml / Jameson Caskmates Irish Whiskey 750 ml 17 Appleton Estate V/X Signature Blend 750 ml / 1140 ml / 1750 ml 18 Jack Daniel s Tennessee Whiskey 750 ml / 1140 ml / Jack Daniel s Honey 750 ml 19 The Glenlivet Founder s Reserve Scotch Whisky 750 ml / 1140 ml / The Glenlivet French Oak Reserve 15 Year Old 750 ml 20 Menage A Trois Red 750 ml / Strewn Two Vines Riesling Gewurztraminer VQA 750 ml / Ruffino Prosecco 750 ml End Aisle Backer Cards (End Aisles 11-20) Please rotate between Give, Share, Enjoy, Gather and Entertain images This year the holiday backer cards for PT9 & PT10 are generic. Please alternate backer cards when creating end aisle displays to avoid repetition. Please note that backer cards do not need to be changed for PT10. LTO & BAM Stickers In the unlikely event that an LTO or BAM offer changes after the backer cards have printed, stores will be required to make the appropriate updates. Place the sticker over the SAVE/BAM image that is printed on the backer card. Re-order Codes English: DMS-ENGSTICKER Bilingual: DMS-BILSTICKER 10 Period 10

13 NO CHANGES FROM LAST PERIOD Holiday Food & Drink End Aisle Wraps Key Dates Install: November 5, 2017 Take Down: December 31, 2017 Participating Stores 1, 3, 4, 5, 6, 8, 10, 11, 12, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 30, 31, 32, 33, 34, 35, 36, 38, 40, 41, 43, 44, 45, 47, 49, 50, 51, 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, 106, 109, 110, 115, 125, 130, 132, 136, 140, 143, 144, 145, 148, 149, 152, 153, 154, 155, 156, 163, 164, 165, 167, 168, 171, 175, 179, 182, 183,186, 187, 188, 190, 191, 192, 195, 196, 197, 198, 199, 200, 201, 202, 207, 209, 210, 211, 212, 214, 216, 217, 218, 221, 222, 223, 226, 227, 228, 229, 232, 233, 234, 236, 237, 242, 243, 244, 246, 247, 248, 249, 250, 252, 253, 255, 260, 263, 265, 266, 268, 269, 270, 276, 278, 279, 286, 287, 288, 295, 298, 300, 302, 304, 310, 311, 312, 321, 324, 325, 326, 327, 329, 334, 340, 341, 343, 344, 345, 346, 351, 353, 355, 359, 360, 361, 362, 363, 366, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 404, 406, 407, 408, 411, 412, 415, 416, 417, 420, 425, 426, 427, 428, 431, 432, 434, 436, 437, 438, 443, 444, 445, 452, 453, 454, 455, 456, 457, 458, 459, 465, 467, 469, 470, 477, 481, 484, 486, 490, 491, 494, 495, 497, 499, 500, 501, 505, 507, 509, 511, 517, 518, 521, 522, 523, 526, 528, 529, 532, 533, 534, 536, 539, 540, 542, 544, 545, 546, 549, 551, 552, 553, 554, 555, 556, 559, 563, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 584, 586, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 633, 632, 634, 635, 638, 640, 641, 642, 643, 644, 645, 646, 649, 652, 653, 654, 655, 656, 657, 658, 670, 671, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 11

14 27461 P9 End Aisle Wraps_Small.indd :24 PM End Aisle Wraps NO CHANGES FROM LAST PERIOD Give Share Enjoy Overview This holiday, End Aisles 2 to 10 will feature products that were referenced in previous issues of Food & Drink. Customers will find holiday inspirations from the selected products. End Aisle Wraps V.1 OUTSIDE Back & Sides SEASONAL CLASSICS FROM Stores must assemble the Food & Drink end aisle wraps before building the display on the end aisle. The wraps are to remain in place for the duration of both PT9 & PT10. Merchandising Instructions DO NOT start building the product display before proceeding with the following steps: 1. Assemble the flat packed End Aisle Wraps. Assembly is the same process as building a 3-sided box (please peel the double sided tape to ensure the folds stay attached on the inside panels). 2. Proceed with building the product display on the end. HOLIDAY 2017 Destination Wrap Destination End Aisle Wrap LARGE Destination End Aisle Wrap Small (Stores 25, 84, 217, 402, 411, 580, 585, 660, 665 ONLY) English Re-order# Re-order# Seasonal Classics from Food & Drink 18P9-EW1 18P9-EW3 Bilingual Re-order# Re-order# Seasonal Classics from Food & Drink 18P9-EW2 18P9-EW SEASONAL CLASSICS FROM 12 Period 10

15 On Shelf Key Dates LTO Install: November 27, 2017 Take Down: December 31, 2017 Key Dates BAM Install: November 27, 2017 Take Down: December 30, 2017 Key Dates No Offer Install: November 25, 2017 Take Down: December 31, 2017 Marketing & Product Guide 13

16 On Shelf Give Share Enjoy All stores now receive pre-printed on-shelf signage that are specific to the products each store carries. Replacement signage are also store-specific. Re-order # BNS bundle: DMS-P10-BNS LTO Bundle : DMS-P10-LTO Stores are to order either the BNS or LTO bundle through HelloLCBO, and will receive a complete bundle in either English or Bilingual depending on store s designation. Blank Shelf Talkers in the Bundles Due to the printing process, a majority of the bundles sent out to stores will have some blank pre-cut shelf talkers. These blank shelf talkers are NOT unprinted shelf talkers. Please recycle the blank shelf talkers. Shelf Talker Duplicate Prints Each bundle only supplies one shelf talker to be installed in front of the primary location. If a SKU has multiple facings and duplicate signs are needed, please print using Web d Sign Shop. If you have any questions, please contact hellolcbo 14 Period 10

17 Give Share Enjoy On Shelf Location On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf Message More Miles! Shelf Talkers Pre-Printed (BBAM Program) (4 versions) Our Expert Picks and Cocktail of the Month Shelf Talkers Pre-Printed (IMAGE Program) (13 versions) Deal of the Week Shelf Talkers Pre-Printed (IMAGE Program) (4 versions) SAVE Shelf Talkers Pre-Printed (Limited Time Offer Program) SAVE/ ÉPARGNEZ Shelf Talkers Pre-Printed (Limited Time Offer Program) Bonus AIR MILES Shelf Talker Pre-Printed (Bonus AIR MILES Program) BONUS AIR MILES reward miles de récompense AIR MILES in prime Shelf Talkers Pre-Printed (Bonus AIR MILES Program) NEW Shelf Talkers Pre-Printed (New Product Program) NEW/NOUVEAU Shelf Talkers Pre-Printed (New Product Program) In The Spotlight Shelf Talkers Pre-Printed (IMAGE Program) In The Spotlight/EN VEDETTE Shelf Talkers Pre-Printed (IMAGE Program) Component Specifications Re-Order# Images 6½ w x 1¾ h DMS-18P10-ST8 English/No Price 6½ w x 1¾ h Price/No Price 6½ w x 1¾ h Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price DMS-18P10-ST9 DMS-18P10-ST10 LTO Bundle DMS-P10-LTO BNS Bundle DMS-P10-BNS Go Green Extender Pre-printed Extender Strips 1 version Extender Strips 12 w x 2½ h Price/No Price DMS-TBD Marketing & Product Guide 15

18 On Shelf Give Share Enjoy Location On Shelf On Shelf On Shelf On Shelf Cut Cases On Shelf On Shelf Message Branded Pre-printed Shelf Talkers EA 1-20 (Set of 71) Regular Program Pre-printed Extender Strips 60 versions Community Program Pre-printed Extender Strips 10 versions Discovery Program Pre-printed Extender Strips 9 versions Generic Blank Pricer Cards (50 per bundle) Generic Blank Extender Strips (15 per bundle) Blank Bin Tags for General Use (25 per bundle) Component Specifications Re-order# Images Shelf Talkers DMS-18P10-ST1 6½ w x 1¾ h Extender Strips 12 w x 2½ h Extender Strips 12 w x 2½ h Extender Strips 12 w x 2½ h Pricer Cards 8 w x 7 h Extender Strips 12 w x 2½ h Bin Tags 6 w x 1¾ h DMS-18P10-ST2 DMS-18P10-ST3 DMS-18P10-ST4 DMS-18P10-ST5 DMS-18P10-ST6 hellolcbo Cart# Period 10

19 Gift Bags & Boxes HOLIDAY Please refer to the Seasonal Inventory Site for distribution details on the amount of boxes and fabric bags your store will receive. All inventory has been allocated to stores, no additional inventory will be available to order. For up-to-date Quantity & Delivery Schedules, please visit. Delivery-Schedules.aspx VINTAGES This year Vintages Gift Bags and Boxes will NOT be included in the Holiday Allocation sent to stores. Stores are now required to order all Vintages Gift Bags and Boxes for the Holiday season. Give Share Enjoy Staff Guide Watch for the 2017 Holiday Staff Guide in your mailbag. The guide includes information on all the holiday gift products and packaging. You can also view all the gifting details on the LCBO portal : HolidayGiftingProgram Marketing & Product Guide 17

20 LCBO Holiday Gift Bags & Boxes Give Share Enjoy LCBO HOLIDAY GIFT BAGS & BOXES HOLIDAY Please refer to the Seasonal Inventory Site for distribution details on the amount of boxes and fabric bags your store will receive. All Inventory has been allocated to stores, no additional inventory will be available to order. Holiday 95 Bag (Case packed 100/50 per design) LCBO# $0.95 LCBO Holiday Single Bottle Gift Box Case packed 24 (12 green/12 red) LCBO# $2.50 LCBO Holiday Double Bottle Gift Box Case packed 24 (12 green/12 red) LCBO# $3.50 Holiday Knit Bottle Gift Bag Case packed 12 LCBO# $5.95 LCBO Holiday Single Bottle Gift Box Case packed 24 (8 green/8 red/8 white) LCBO# $2.50 Holiday Felt Bottle Gift Bag Case packed 12 LCBO# $5.95 LCBO Holiday Double Bottle Gift Box Case packed 24 (8 green/8 red/8 white) LCBO# $3.50 Felt Double Bottle Bag Case packed 12 LCBO# $6.95 Holiday Vessel Case packed 6 LCBO# $ Period 10

21 Give Share Enjoy Vintages Holiday Gift Bags & Boxes VINTAGES This year Vintages Gift Bags and Boxes will NOT be included in the Holiday Allocation sent to stores. Stores are now required to order all Vintages Gift Bags and Boxes for the Holiday season. Vintages Gift Bags & Boxes available to order from supplying warehouses: Vintages 95c Bag LCBO # Case Pk: 100 Vintages Single Bottle Gift Box LCBO # Case Pk: 24 Vintages Double Bottle Gift Box LCBO # Case Pk: 12 Vintages 95 Bag Case packed 100 (30 White/70 Purple) LCBO# $0.95 Vintages Single Bottle Gift Box Case Packed 24 LCBO# $2.50 Vintages Year-Round Wooden Box (1 Bottle) Case Packed 12 LCBO# $6.95 Vintages Double Bottle Gift Box Case Packed 12 LCBO# $3.50 Vintages Year-Round Wooden Box (2 Bottles) Case Packed 6 LCBO# $10.95 Vintages Gift Packaging Items available to order: Vintages Wooden Box - 1 Bottle LCBO # Case Pk: 12 Vintages Wooden Box - 2 Bottle LCBO # Case Pk: 6 Vintages Wooden Box - 3 Bottle LCBO # Case Pk: 4 Vintages Wooden Box - 6 Bottle LCBO # Case Pk: 2 Vintages Year-Round Wooden Box (3 Bottles) Case Packed 4 LCBO# $14.95 Vintages Year-Round Wooden Box (6 Bottles) Case Packed 2 LCBO# $23.95 VINTAGES GIFT BAGS & BOXES Marketing & Product Guide 19

22 Holiday Gift Bags & Boxes Merchandising Instructions Give Share Enjoy LCBO 95 Gift Bags and Hot Buttons Install the Holiday 95c Bag Hot Button at each Holiday 95c Bag merchandising location in the store. Locations include Cash Ends, End Aisles, Wood Gift Packaging Merchandiser. Replacement signs and clips can be ordered from hellolcbo Description Reorder # 95 Bag Hot Button Signs DMS-18P9-GFT25 95 Bag Hot Button Sign Clip NIHK102 Metal 95 Bag End Aisle Holder Stores in FLS designated areas MUST display the bilingual side of the sign. Merchandising Options Cash Ends: All stores Install 2 metal bag holders on each cash end. Rotate seasonal and year round bags at alternating cash ends. Install (1) 95 hot button sign at each cash end with clip. FLS designated stores are required to display the bilingual side of the signage. End Aisle: Select stores Install metal bag holders on End Aisles. When seasonal 95 bag sells through replace with 95 year round bag. Install (1) 95 hot button sign at each cash end with clip (NIHK102). FLS designated stores are required to display the bilingual side of the signage. Wooden Gift Packaging Fixture: Select stores Install Metal Bag holders on slat wall. FLS designated stores are required to display the bilingual side of the signage. Sign (English Over Bilingual) DMS-18P9-GFT25 Holiday 95 Bag Case packed 100 (50 per design) LCBO# $ Period 10

23 Give Share Enjoy Holiday Gift Bags & Boxes Merchandising Instructions Vintages 95 Gift Bags and Hot Buttons Install the Vintages 95c Bag Hot Button at each Vintages 95c Bag merchandising location in the store. Locations include Cash Ends, End Aisles, Wood Gift Packaging Merchandiser. Replacement signs and clips can be ordered from hellolcbo Description Reorder # 95 Bag Hot Button Signs DMS-18P9-GFT25V 95 Bag Hot Button Sign Clip NIHK102 Stores in FLS designated areas MUST display the bilingual side of the sign. Sign (English Over Bilingual) DMS-18P9-GFT25V Vintages 95 Bag Case packed 100 (30 White/70 Purple) LCBO# $0.95 Vintages 95 Bag on End Aisle Marketing & Product Guide 21

24 Holiday Gift Packaging Floor Merchandiser (Metal) Give Share Enjoy Gift Packaging Floor Merchandiser (Metal) Stores will receive Holiday sign inserts for the Metal Gift Packaging Merchandiser. Replace year-round inserts with Holiday. There are two versions - LCBO & Vintages. Place the merchandiser in a prominent, high-traffic location near the front of the store. Please replenish throughout Period 9 and Period10. Metal Gift Packaging Merchandiser Re-order Codes LCBO Sign: 18P9-GFT23 Vintages Sign: 18P9-GFT24 Stores may continue to merchandise residual Holiday packaging from previous years on this fixture. Metal Gift Packaging Merchandiser (LCBO) Metal Gift Packaging Merchandiser (Vintages) 22 Period 10

25 Give Share Enjoy Holiday Gift Packaging Floor Merchandiser (Wood) Gift Packaging Floor Merchandiser (Wood) Remove the year-round sign and packaging currently merchandised on the fixture and replace with Holiday packaging and the Wrap It Up sign insert. Stores may continue to merchandise residual Holiday packaging from previous years on this fixture. Signage Re-ordering Additional signs may be ordered through hellolcbo Wrap It Up Insert Sign Re-order# DMS-18P9-GFT22 Insert Sign Holiday Gift Cards & Presenters Holiday 95 bags Vintages Wooden Boxes Single & Double Bottle Gift Boxes Marketing & Product Guide 23

26 Fabric Gift Bags Give Share Enjoy Fabric Gift Bags Stores receiving Fabric Bags will receive a cardboard merchandiser. Assemble the cardboard merchandiser using the instructions provided. Place on the top shelf of End Aisles. Stores may also merchandise on Nesting Tables and Promo Tables. Additional cardboard merchandisers can be ordered from hellolcbo. Re-order# 18P9-GFT26 Fabric Gift Bags on End Aisles Fabric Gift Bag Merchandiser 24 Period 10

27 Give Share Enjoy Pre-Wrap Gift Solutions PRE-WRAP GIFT SOLUTIONS Featured Gift Program Participating Stores Please refer to the seasonal inventory site for distribution details on the amount of boxes and fabric bags your store will receive. Nesting Table and Promo Table Sign DMS-18P9-NT1 Vintages Year-Round Wooden Box (1 Bottle) LCBO# $6.95 Holiday Gift Tag DMS-18P9-GFT28 Vintages Year-Round Wooden Box (2 Bottle) LCBO# $10.95 Holiday Vessel LCBO# $7.95 Holiday Wrap Kit LCBO# $3.50 Marketing & Product Guide 25

28 Holiday Vessel Give Share Enjoy Featured Gift Preparation Guidelines Vessels are to be filled with product, wrapped and merchandised on the Nesting Tables, Promo Tables and End Aisles. Do not sell the vessels without products. If the holiday vessels sell through, prepare pre-wrapped gifts using the year-round galvanized pail or any residual inventory of previous holiday gift vessels. Components LCBO# Holiday Vessel $7.95 LCBO# Wrap Kits $3.50 (Case Packed 6) Merchandising Instructions Use the Holiday wrap kit (cello bag, red fill, red ribbon). We recommend making 6 gifts at a time as there is enough to fill in each wrap kit to prepare 6 vessels. Include the following on the label by using KWIK Price: Product Name(s) Product LCBO #(s) Product Price(s) Pail LCBO # Wrap Kit # Wrap Kits Charge $3.50 TOTAL PRICE Affix the tag to the gift with the ribbon. Tie the ribbon with a simple bow Period 10

29 Give Share Enjoy Cello Wrap for Vintages Wooden Boxes Cello Wrap for Vintages Wooden Boxes Store staff shared with the Gifting team that our Vintages customers love to shop pre-wrapped gift boxes for special occasions. To support this feedback we are providing select stores with a cello wrap kit to wrap the Single or Double Wood Boxes. The components are arriving into stores in time for the Holiday season, and this wrap option is available at no charge to our customers. Participating Stores 28, 31, 38, 51, 93, 115, 149, 164, 171, 198, 217, 227, 252, 279, 287, 298, 310, 326, 329, 334, 340, 355, 361, 367, 371, 381, 411, 416, 420, 425, 432, 434, 438, 445, 452, 470, 485, 490, 495, 516, 523, 532, 539, 554, 579, 601, 605, 630, 632, 643, 653, 655, 670, 703, 706, 771 Components 100 Cello Bags 100 Vintages Gift Tags 100 Pre-Cut Ribbon Pieces Merchandising Instructions Select product(s) to place inside either the single or double Vintages wooden gift boxes Place front panel behind the box to show product Place single/double wooden gift box inside cello wrap bag (product to be facing front of bag) Complete a Generic Gift Tag (Central Supply #691311) using KWIK PRICE Thread Vintages Gift Tag and Generic Price Tag through ribbon piece provided. Tie a bow around the top of the cello boxed product. To neatly finish gift wrap presentation, ensure excess cello is taped to the back of the box Pre-wrapped single & double Vintages wooden boxes are to be merchandised on the following fixtures: 1. Vintages Nesting Table 2. Vintages End Aisles 3. Vintages In-Section Vintages Year-Round Wooden Box (1 Bottle) LCBO# Vintages Year-Round Wooden Box (2 Bottle) LCBO# Marketing & Product Guide 27

30 Gifting - Nesting Table#1 Give Share Enjoy Merchandising Option A Nesting Table #1 Nesting Table #1 is the primary location for gifting items. The selected products to be merchandised on Nesting Table #1 are the 20 participating products on the following page. When the Holiday items are sold through, replenish with residual Seasonal or Year Round gift packaging items. Components Participating stores received the following signage components in PT9: Nesting Table Enhanced Sign Cello wrap kits Merchandising Overview Products to be merchandised according to placement map. All Nesting Tables must have a basket on each corner. Store manager may modify product selection based on customer buying patterns and demographics; however alternate products must support the theme. Participating Stores 1, 10, 22, 23, 35, 38, 41, 51, 55, 74, 82, 115, 130, 149, 156, 164, 187, 198, 211, 212, 217, 226, 227, 248, 249, 250, 253, 263, 279, 310, 329, 334, 346, 351, 355, 359, 371, 378, 390, 391, 393, 394, 401, 404, 411, 412, 417, 438, 445, 453, 459, 485, 486, 490, 495, 497, 500, 542, 545, 554, 556, 568, 575, 579, 580, 585, 587, 590, 599, 601, 602, 617, 618, 619, 623, 624, 627, 632, 633, 640, 643, 649, 652, 653, 655, 658, 661, 670, 699, 703, 741, Period 10

31 Give Share Enjoy Gifting - Nesting Table #1 Participating Products Nesting Table #1 Please order two or three cases of each of the 20 products. LCBO # Product Description Size A Santero Moscato Spumante 750 ml B Martini Prosecco Sparkling Gift Box 750 ml C Moët & Chandon Imperial Brut Golden Sleeved 1500 ml D Martini Rosé Sparkling Gift Box 750 ml E Blue Nun Sparkling 24K Gold Edition 750 ml F Villa Maria Lightly Sparkling Sauvignon Blanc 750 ml G Codorniu Brut Clasico Sparkling 750 ml H Cremant De Bourgogne Reserve Paul Delane 750 ml I Domaine Chandon Brut Holiday Limited Edition 750 ml J JP Chenet Pink Ice Mousseux Gift Pack 750 ml K Henkell Blanc de Blancs Sparkling 750 ml L Bottega Rosé Gold Brut Sparkling 750 ml M Bottega White Gold Brut Sparkling 750 ml N Veuve Clicquot Brut Ice Jacket 750 ml O Veuve Clicquot Journey Travel Trunk 750 ml P Veuve Clicquot Arrow Magnet 750 ml Q Mumm Cuvee Napa Brut Prestige Sparkling 750 ml R Jackson-Triggs Methode Cuve Close Sparklg VQA 750 ml S Jacob's Creek Chardonnay Pinot Noir Sparkling 750 ml T Chateau Des Charmes Brut Methode Traditionelle VQA 750 ml O P 3 Facings 3 Facings R S Vintages 6 Facings N 3 Facings M 3 Facings M A 3 Facings A 3 Facings 3 Facings L 3 Facings L Nesting Table & VM Decor B 3 Facings B 3 Facings 3 Facings I J K 3 Facings I J K C 3 Facings C 3 Facings 3 Facings 3 Facings D 3 Facings D 3 Facings 3 Facings 3 Facings E 3 Facings E 3 Facings Q F T 6 Facings H G 3 Facings 3 Facings Marketing & Product Guide 29

32 Gifting Promo Table Give Share Enjoy Promo Table The Promo Table is the primary location to merchandise the seasonal gifting for stores without Nesting Tables. The selected products to be merchandised on the Promo Table are the 4 participating products below. When seasonal gift packaging items are sold through replenish with year round gift packaging items. Participating Stores 4, 5, 15, 17, 19, 34, 36, 58, 64, 83, 97, 102, 106, 148, 154, 168, 191, 207, 209, 228, 233, 243, 252, 265, 287, 288, 298, 326, 344, 360, 361, 367, 373, 385, 386, 387, 407, 408, 425, 431, 437, 443, 491, 499, 501, 505, 511, 523, 532, 536, 540, 544, 549, 551, 555, 569, 573, 609, 616, 626, 629, 631, 634, 635, 636, 638, 641, 642, 654, 677, 694, 702 Participating Products Promo Table Participating Products will be featured in the Period 10 LCBO Flyer. LCBO# Product Description Size A Santero Moscato Spumante 750 ml B Pre-wrapped Pail C Martini Prosecco Sparkling Gift Box 750 ml D Gift Fabric Bags E Moët & Chandon Imperial Brut Golden Sleeved 1500 ml F Pre-wrapped Pail G Martini Rosé Sparkling Gift Box 750 ml H Gift Fabric Bags Merchandising Overview Store manager may modify product selection based on customer buying patterns and demographics; however alternate products must match the theme. Please order 1-2 cases of each of the 4 products. Skull Jiggers/Stoppers to be merchandised on table. Please refer to the Promo Table Product Placement Map. Participating stores received: Nesting Table #1 Sign Cello Wrap Pail F G 6 Facings Fabric Bags H E 3 Facings SIGNAGE SOFT DRESSING 6 Facings A Fabric Bags 6 Facings D C Pail B 30 Period 10

33 Give Share Enjoy Gifting - Cello Wrap Kit Holiday Cello Wrap Kit Wrap kits are provided to stores at no charge. There is no gift wrap charge to the customers that purchase pre wrapped bottles. Components Each Holiday Cello Wrap Kit will contain the Following: Cello Bottle Bags Pre-cut red ribbon pieces Gift tags Participating Stores Option A - Nesting Table#1 (2 kits) 1, 10, 22, 23, 35, 38, 41, 51, 55, 74, 82, 115, 130, 149, 156, 164, 187, 198, 211, 212, 217, 226, 227, 248, 249, 250, 253, 263, 279, 310, 329, 334, 346, 351, 355, 359, 371, 378, 390, 391, 393, 394, 401, 404, 411, 412, 417, 438, 445, 453, 459, 486, 490, 495, 497, 500, 542, 545, 554, 556, 568, 575, 579, 580, 587, 590, 599, 601, 602, 617, 618, 619, 623, 624, 627, 632, 633, 640, 643, 649, 652, 653, 655, 658, 661, 699, 703, 741, 771 Option B - Promo Table (1 kit) 4, 5, 10, 15, 17, 19, 34, 36, 41, 57, 58, 64, 83, 97, 102, 106, 148, 154, 168, 191, 207, 209, 211, 212, 226, 228, 233, 243, 249, 250, 252, 265, 269, 279, 287, 288, 298, 326, 329, 334, 343, 344, 355, 359, 360, 361, 367, 371, 373, 378, 385, 386, 387, 391, 393, 394, 404, 407, 408, 412, 425, 431, 437, 443, 445, 457, 459, 486, 491, 495, 497, 499, 501, 505, 511, 522, 523, 532, 536, 540, 542, 544, 545, 549, 551, 554, 555, 568, 569, 573, 575, 580, 587, 590, 601, 609, 616, 617, 619, 623, 626, 627, 629, 631, 632, 633, 634, 635, 636, 638, 641, 642, 643, 651, 652, 653, 654, 658, 661, 677, 694, 699, 702, 703 Option C - End Aisles (1 kit) 18, 25, 27, 33, 40, 50, 60, 61, 62, 63, 68, 72, 79, 80, 90, 93, 95, 122, 125, 132, 140, 145, 150, 153, 155, 165, 166, 177, 179, 182, 192, 196, 200, 201, 210, 214, 237, 242, 244, 255, 278, 311, 324, 325, 333, 340, 341, 362, 382, 388, 389, 398, 402, 426, 432, 434, 444, 452, 456, 465, 485, 494, 518, 521, 534, 546, 553, 559, 572, 586, 592, 598, 644, 645, 651, 657, 665, 697 Merchandising Instructions Please alternate with 2-3 facing wrapped and 2-3 facing unwrapped bottles. Please wrap bottles on top and bottom shelves of tables. Stores merchandise 20 brands on Nesting Table #1 Stores merchandise 4 brands on Promo Tables. Holiday Cello Wrapped Bottle Marketing & Product Guide 31

34 Give Share Enjoy 32 Period 10Trade Copy Only

35 Food & Drink Holiday Necktags This is a sold program. Participation is mandatory. Key Dates Install: November 26, 2017 Take Down: December 31, 2017 Participating Stores - All Stores Marketing & Product Guide 33

36 Food & Drink Holiday Necktags Give Share Enjoy Overview When customers are looking for products to match to a specific need or occasion, you may direct them to products featuring these neck tags. The neck tags match great Food & Drink recipes with great LCBO products, making holiday entertaining inspiring yet easy for our customers. Each neck tag has a corresponding product(s) that it should be applied on. Please apply neck tags to matching products wherever the products are displayed in your store (End Aisle, In-Section, etc.) Signage 18P9-FD24 English Bundle of 12 18P9-FD25 French Bundle of 12 Merchandising Instructions Please apply neck tags to matching products wherever the products are displayed in your store (End Aisle, In-Section, etc.). NOTE: The Beer and Wine Neck tags have changed for Period 10. The Cocktail Neck tags have NOT changed from Period 9. Food & Drink Recipe Necktags Example (Honey Sparkler End Aisle #2) Food & Drink Recipe Necktags Example (Christmas Pudding Punch In-section) 34 Period 10

37 Give Share Enjoy Food & Drink Holiday Necktags Marketing & Product Guide 35

38 Food & Drink Holiday Necktags Give Share Enjoy 36 Period 10

39 Food & Drink Holiday Out of Stock Box Signs Key Dates Install: November 5, 2017 Take Down: December 31, 2017 Participating Stores - All Stores Marketing & Product Guide 37

40 Food & Drink Holiday Out of Stock Box Signs Give Share Enjoy Overview When products are flying off of the shelves, fill in the spaces with these box signs. Each box sign suggests a holiday occasion solution and directs customers to lcbo.com for drink and recipe details. Signage English In-Section boxes: 18P9-FD22 (kits of 12 Versions) Bilingual In-Section boxes: 18P9-FD23 (kits of 12 Versions) Food In Section Box Food & Drink Holiday Out-of-Stock Boxes Example Drink In Section Box 38 Period 10

41 Food & Drink Holiday Hot Buttons This is a sold program. Participation is mandatory. Key Dates Install: November 26, 2017 Take Down: December 31, 2017 Participating Stores - All Stores Marketing & Product Guide 39

42 Holiday Food & Drink Hot Buttons Give Share Enjoy Overview You can bet that customers will be asking you about matching products with the delectable dishes they find in the current Holiday issue of More Food & Drink. To save both you and your customers time, install this hot button wherever the following products are displayed in your store. Products featured in the Holiday issue of More Food & Drink: LCBO # Product Name Size St. Bernardus Selection 6 x 330 ml Maynards Port Wine Encyclopedia Volume III 6 x 60 ml Glenmorangie The Pionnering Collection 4 x 100 ml Gouden Carolus Cuvée Van De Keizer Blau 750 ml Robert Mondavi Private Selection Bourbon Barrels Cabernet Sauvignon 750 ml Codorníu Anna Blanc De Blancs Reserva 200 ml Moët & Chandon Brut 1500 ml Leonardo Chianti 5000 ml The Kraken Black Spiced Rum Mini 50 ml Chambord Black Raspberry Liqueur Mini 50 ml Greene King Festive Pudding Ale 500 ml Evan Williams Original Southern Egg Nog 750 ml Jack Daniel's Winter Jack 750 ml Please apply the More Food & Drink hot button on the participating products in-section. 40 Period 10

43 The Holiday issue of More Food & Drink will be distributed the week of November 27, More Food & Drink can be merchandised as soon as you receive your shipment. What s Inside: The holidays bring all sorts of treats (both big and small) you won t find at other times of the year. Check out the variety featured on these pages on offer at the LCBO: sampler packs, exceptional treats for the self-indulgent and a trio of seasonal specialties. Meanwhile, we ve put together a great potluck menu that s perfect for the season. Happy holidays! For the list of featured products please see the Food & Drink Table section of this guide. SHIPMENTS All stores will receive an allocation of More Food & Drink publications. Distribution is limited and stores will receive fewer copies than Food & Drink. There are no additional copies available to re-order. ONLINE CONTENT If your store runs out of copies you can direct customers to visit where a selection of content from More Food & Drink is available. Marketing & Product Guide 41

44 Food & Drink Give Share Enjoy Merchandising Instructions If your store has the Food & Drink Table fixture, please only merchandise copies of More Food & Drink on the table using the provided Self Merchandisers see the Food & Drink Table section in this guide for details. For stores without the Food & Drink Table fixture, More Food & Drink should be merchandised prominently in your Food & Drink magazine fixture using the same signage as P9 (see below). The fixture should be positioned in the selling area of the store. If your store does not have a stand, please display More Food & Drink at all checkouts, customer service and the Information centre. If you have any Food & Drink Holiday issues remaining, display both publications in the fixture. Once your supply has been depleted, please store the fixture until the next issue arrives. Do not use the stand to display other materials. Coming Soon The Winter 2018 issue of Food & Drink will be available in stores January 10, The next issue of More Food & Drink will be available the week of January 29, Signage Please use same signage provided for Period 9. Component Where to install sign Re-order Code Images P9 & P10 FOOD & DRINK Header Card English/Bilingual FOOD & DRINK Metal Fixture 18H9-FD16 P9 & P10 FOOD & DRINK A Frame Sign FOOD & DRINK "A" Frame Fixture English/English: 18H9-FD17 English/French: 18H9-FD18 42 Period 10

45 Give Share Enjoy Food & Drink Participating Products LCBO # STORY/PRODUCT FORMAT St. Bernardus Selection 6 x 330 ml Maynards Port Wine Encyclopedia Volume III 6 x 60 ml Glenmorangie The Pionnering Collection 4 x 100 ml Gouden Carolus Cuvée Van De Keizer Blau 750 ml Robert Mondavi Private Selection Bourbon Barrels Cabernet Sauvignon 750 ml Codorníu Anna Blanc De Blancs Reserva 200 ml Moët & Chandon Brut 1500 ml Leonardo Chianti 5000 ml The Kraken Black Spiced Rum Mini 50 ml Chambord Black Raspberry Liqueur Mini 50 ml Greene King Festive Pudding Ale 500 ml Evan Williams Original Southern Egg Nog 750 ml Jack Daniel's Winter Jack 750 ml Marketing & Product Guide 43

46 Give Share Enjoy 44 Period 10

47 Food & Drink Table Key Dates Install: November 26, 2017 Take Down: December 31, 2017 Participating Stores 1, 10, 15, 17, 21, 22, 23, 31, 38, 41, 44, 51, 55, 57, 65, 74, 82, 115, 130, 148, 149, 156, 164, 171, 187, 191, 195, 198, 211, 217, 221, 226, 227, 228, 233, 250, 252, 253, 263, 265, 269, 279, 288, 298, 300, 310, 326, 329, 344, 346, 351, 355, 359, 361, 367, 373, 378, 381, 383, 390, 391, 392, 394, 397, 401, 404, 407, 411, 412, 416, 427, 428, 437, 438, 443, 445, 452, 457, 459, 470, 481, 485, 490, 491, 497, 500, 522, 523, 528, 536, 542, 545, 551, 554, 569, 573, 575, 579, 580, 584, 587, 602, 605, 609, 618, 619, 623, 624, 627, 630, 631, 632, 633, 634, 640, 641, 643, 649, 652, 653, 655, 658, 661, 667, 694, 698, 699, 700, 703, 706, 741, 776 Marketing & Product Guide 45

48 Food & Drink Table Give Share Enjoy Merchandising Instructions Merchandise a selection of products from Sparking Wines or any residual gift inventory (Store Manager s discretion). IMPORTANT Please store all hardware (i.e. Metal Mini Pole) in a safe place for reuse in Period 11. Signage Components The following signage will be sent to participating stores by the start of Period 10. Enhanced Sign Large Table English: 18P10-FD1 Bilingual: 18P10-FD2 Small Table English: 18P10-FD3 Bilingual: 18P10-FD4 46 Period 10

49 Sparkling Wines Key Dates Install: November 26, 2017 Take Down: December 31, 2017 Participating Stores - All Stores Marketing & Product Guide 47

50 Sparkling Wine Give Share Enjoy Overview Champagne and Sparkling Wine products are our customers first choice for ushering in the New Year. Your Holiday Sparkling Wine Promotion display will become a focal point as customers shop for their favourite bubbly. Participating Products Champagne and Sparkling Wine products for the display are to be selected at the Store Manager s discretion. Your display should include large volume sellers, plus domestic and imported products at various price ranges and sugar codes. Merchandising Instructions Stores should build the display in a high-traffic area. Group the sparkling wine by style, within price groupings. (i.e. French Champagne together) Place the most expensive sparkling group together at the start of the traffic flow. Arrange so they decrease in price as you build toward the end of the traffic flow. Components Cut-case Backer Card Sparkling Wines Blank Pricer Card Re-Order# DMS-18P10-DP1 Cut-case Backer Card Pricer Card 48 Period 10

51 Advertising & Online Exclusive Offers PT10 LCBO Flyer Week for 1, 2, 3 & 4 Radio Digital Ads Online Exclusives Marketing & Product Guide 49

52 LCBO Flyer Give Share Enjoy Period 10 LCBO Flyer for Week 1, 2, 3 & 4 As we enter a more competitive landscape, the flyer is intended to specifically drive product revenue and be a top-of-mind vehicle for our customers. The focus of the flyer is on sales, promotions and value. Brief product information will also be included to engage customers. The flyer will feature: Long Weekend Super Sales (when applicable) Deal of the Week Gifting/Hosting Cocktail of the Month 10 wines under $10.95 Great Deals (BAM/LTO s) E-com Exclusives/Offers The flyer will be distributed in all LCBO stores, community papers across the province and in the Flipp app. Merchandising Instructions All LCBO stores will receive copies of the flyer and are required to merchandise using the new self-merchandiser during the release week, or until inventory is depleted. The self-merchandiser should be located at the front of the store where space permits, either in the vestibule, close to the Deal of the Week display or close to shopping carts. Stores will receive between quantities depending on their size and traffic. If needed, please contact HelloLCBO to adjust shipment quantity. FLS designated stores will also receive a French version of the flyer. LCBO Flyer Self-Merchandiser Insert English Re-order#DMS-18P9-DP3 Bilingual Re-order#DMS-18P9-DP4 Week 1 (image subject to change) Week 3 (image subject to change) Week 2 (image subject to change) image unavailable Week 4 50 Period 10

53 Give Share Enjoy LCBO Flyer Week for 1, 2, 3 & 4 Publications Publications & Insertion Dates for Week 1, 2, 3 & 4 Publication Insertion Date Thunder Bay Chronicle-Journal Thunder Bay Chronicle-Journal - EMC Sudbury Northern Life Ajax/Pickering News Advertiser Alliston Herald Barrie Advance Belleville Metroland Inserts Brampton Guardian Brant News Burlington Post Caledon Enterprise Cambridge Times City Centre Mirror Cobourg Northumberland News Collingwood Connection East York TOR Metroland Inserts Etobicoke Guardian Etobicoke TOE Metroland Inserts Flamborough Review Georgetown/ Acton - Independent & Free Press Guelph Tribune Hamilton Metroland Inserts Innisfil Journal Kawartha Lakes This Week Kingston Metroland Inserts Lower Ottawa Valley Metroland Inserts Markham Economist & Sun Midland Penetanguishene Mirror Milton Canadian Champion Mississauga News Muskoka Region Newmarket Era/ Aurora Banner - Thu Niagara This Week Norfolk News (ON) Oakville Beaver Orillia Today Oshawa/ Whitby This Week Ottawa Regional Market Metroland Inserts Peterborough This Week Port Perry Star Richmond Hill/ Thornhill Liberal Scarborough Mirror St. Thomas/Elgin Weekly News Toronto North York Mirror Uxbridge Times-Journal Vaughan Citizen Wasaga Sun-Stayner Sun Waterloo Region TMC Dryden Media Distributors Windsor Star Windsor Star - EMC Chatham This Week (ON) Cornwall Standard Freeholder Cornwall Standard Freeholder - EMC Grey Bruce This Week Kenora Lake of the Woods Enterprise North Bay Nugget Community Voices Pembroke/Petawawa News Sarnia Observer Sarnia This Week Timmins Times Woodstock Oxford Review December 7, 2017 (Week 1) December 14, 2017 (Week 2) December 21, 2017 (Week 3) December 28, 2017 (Week 4) Orangeville Banner Marketing & Product Guide 51

54 LCBO Flyer Week 1 Participating Products Give Share Enjoy Period 10 LCBO Flyer Week 1 Participating Products LCBO # Description Format Rumchata 750 ml EXPERT PICKS McGuinness Creme De Cacao White 750 ml McGuinness Crème de Menthe 750 ml GIFTING/HOSTING Mrs Beachley's Mulled Wine 750 ml Old Tom's Egg Nog 750 ml Smirnoff Peppermint Twist 750 ml Chocolate Manifesto Beer 473 ml Yvon Mau Bordeaux Discovery Chest x 750 ml GREAT WINE GIFTS UNDER $ Blue Dog Wine 750 ml Blue Nun Sparkling 24K Gold Edition 750 ml Casillero Del Diablo Hertiage Release Gran Vino 750 ml Moselland Vanguard Pinot Grigio Blue Bottle 750 ml Piccini Chianti Orange Fiasco Bottle 750 ml Voga Sparkling Pinot Grigio Rosé Gift Box 2 x 187 ml TBC Freixenet Prosecco DOC 750 ml Moselland Ars Vitis Riesling Hockey Scene 750 ml Martini Prosecco Sparkling Gift Box 750mL NEW & NOW TOP 10 PRODUCTS Zenato Ripassa Valpolicella Superiore ml Bottega Gold Prosecco 1500 ml Czechvar Mini Keg 5000 ml Grolsch 1500 ml Woodford Reserve 1750 ml Dillon's Small Batch Limoncello 50 ml Bombay Sapphire Mini 200 ml Anna Blanc de Blancs Reserva 200 ml Crown Royal Northern Harvest Rye 50 ml Sogrape Mateus Rosé Mini 250 ml MAIN FEATURE 67 Smirnoff 750 ml 1487 Crown Royal Whisky 750 ml 893 J.P. Wiser's Deluxe 750 ml Absolut Vodka 1140 ml Forty Creek Barrel Whisky 750 ml 52 Period 10

55 Give Share Enjoy LCBO Flyer Week 1 Participating Products LCBO # Description Format GREAT DEALS Glenfiddich Gran Reserva 21-Year-Old Single Malt 750 ml Glenfiddich Single Malt 18 Year Old Scotch Whisky 750 ml The Balvenie Caribbean Cask 14YO Scotch Whisky 750 ml Laphroaig 10 Year Old Islay Single Malt 750 ml Marques De Riscal Rioja Reserva 750 ml Joseph Drouhin Chablis Drouhin-Vaudon 750 ml JCB Les Ursulines Bourgogne Chardonnay Aoc 750 ml Straccali Chianti DOCG 750 ML Cono Sur Bicicleta Shiraz 750 ML Jack Daniel's Single Barrel Whiskey 750 ml Flor De Cana Centenario 12 Rum 750 ml Cîroc Original Unflavoured 750 ml Captain Morgan Spiced Rum 750 ml Tito's Handmade Vodka 750 ml Gabbiano Chianti Classico DOCG 750 ml Cesari Mara Valpolicella Ripasso Superiore Doc 750 ml Torres Gran Coronas Reserva Cabernet Sauvignon 750 ml Rodney Strong Estate Russian River Valley Pinot Noir 750 ml Wolf Blass Yellow Label Cabernet Sauvignon 750 ml 18 Heineken 6 x 330 ml Corona Extra 6 x 330 ml Molson Canadian 6 x 473 ml Goose Island Variety Pack 6 x 473 ml Muskoka Winter Pack 6 x 473 ml House Wine Case Savings SKU RED House Wine Case Savings SKU WHITE E-COMMERCE EXCLUSIVES Marketing & Product Guide 53

56 LCBO Flyer Week 2 Participating Products Give Share Enjoy Period 10 LCBO Flyer Week 2 Participating Products LCBO # Description Format Smoking Loon Cabernet Sauvignon 750 ml EXPERT PICKS Belhaven Brewery Merry Craftmas 6 X 330 ml 3822 Bah Humbug Christmas Cheer Ale 500 ml St. Bernardus Selection 6 X 330 ml GIFTING/HOSTING Jazz Vodka 750 ml Moselland Riesling Cat Bottle - Purple 500 ml Molson Canadian Skate Boot Gift Pack 4 x 355 ml Steam Whistle Lunch Box 6 x 473 ml GREAT BEER & SPIRITS GIFTS UNDER $ Canadian Club Classic Small Batch Gift Tin 375 ml Crown Royal Deluxe Gift Pack 375 ml Evan Williams Original Southern Egg Nog 750 ml Chimay Gift Pack 3 x 330 ml Erdinger Variety Pack 5 x 500mL Exclusive Belgian Ales 6 x 330 ml Innis & Gunn Holiday Gift Pack ml NEW & NOW Chocolate Shop Chocolate Red Wine 750 ml Mozart Chocolate Cream 500 ml Baileys Irish Cream Gift Pack 750 ml Kahlúa White Russian Gift Pack 750 ml RumChata Gift Pack 750 ml Kittling Ridge Icewine & Brandy Gift Set 375 ml Lakeview Cellars VQA Vidal Icewine Gift Pack 200 ml 3236 Tequila Rose Gift Pack 750 ml Girls' Night Out Chocolate Raspberry Truffle 750 ml Disaronno Limited Edition Designer Gift Pack - Missoni 750 ml Tipples Brandy & Amaretto Creamers 10 x 50 ml MAIN FEATURE Grey Goose Vodka 1750 ml Canadian Club Premium 1140 ml Broker's Premium London Dry Gin 1140 ml Baileys Original Irish Cream 1140 ml The Glenlivet Founder's Reserve Scotch Whisky 1140 ml Bacardi Gold Rum 1140 ml 54 Period 10

57 Give Share Enjoy LCBO Flyer Week 2 Participating Products LCBO # Description Format GREAT DEALS Stolichnaya Elit Vodka 750 ml Star of Bombay 750 ml Ron Diplomatico Reserva Exclusiva Rum 750 ml Tanqueray No. Ten Gin 750 ml Deanston Virgin Oak 750 ml 7880 Johnnie Walker Black 12 Yr 750 ml Macallan Rare Cask 750 ml St. Remy Reserve Privee 750 ml Cazadores Anejo Tequila 750 ml Los Arango Reposado Tequila 750 ml Appleton Estate Extra 12 Year Old Rum 750 ml Ezra Brooks Black Label Bourbon Whiskey 750 ml Jim Beam White Label Bourbon 1140 ml Bushmills Malt 10 Year Old 750 ml Thorn-Clarke Barossa Grenache Shiraz 750 ml Jacob's Creek Reserve Shiraz 750 ml Joseph Drouhin Chablis Drouhin-Vaudon 750 ml Raymond Family Classic Chardonnay 750 ml Villa Annaberta Valpolicella Ripasso Superiore 750 ml Waterloo Grapefruit Radler 6 x 473 ml The Creemore Collection - Winter 6 x 473 ml Heineken Lager 6 x 330 ml Coors Banquet 6 x 355 ml Creemore Springs Premium Lager 6 x 341 ml E-COMMERCE EXCLUSIVES Veuve Clicquot CP Clique Call 750 ml Marketing & Product Guide 55

58 LCBO Flyer Week 3 Participating Products Give Share Enjoy Period 10 LCBO Flyer Week 3 Participating Products LCBO # Description Format Johnnie Walker Green Label 750 ml EXPERT PICKS Cono Sur Bicicleta Pinot Noir 750 ml Voga Pinot Grigio 750 ml Apothic Red 750 ml GIFTING/HOSTING Santero Moscato Spumante Moet & Chandon Imperial Brut Golden Sleeved 1500 ml Henkell Blanc de Blancs Sparkling 750 ml Bottega White Gold Brut Sparkling 750 ml Jacob's Creek Chardonnay Pinot Noir Sparkling 750 ml WINES 10 UNDER $ Cavallina Nero D'Avola Shz Terre Sicilane IGT 750 ml Luccarelli Negroamaro Puglia IGT 750 ml Sogrape Grao Vasco Dao 750 ml Spumante Bambino Peach 750 ml L'Epayrie Blanc 1000 ml Fuzion Alta Reserve Malbec 750 ml Argento Malbec 750 ml Two Oceans Moscato 750 ml Unreserved Smooth Red 750 ml Unreserved Smooth White 750 ml NEW & NOW Guinness Draught 1760 ml Goose Island Mixer Pack 2838 ml Muskoka Winter x 473 ml The Creemore Collection - Winter ml Great Lakes Brewery Winter Ale 650 ml I&G Frank & Sense 500 ml Mill Street Winter Sampler pack TBD Best of Beau's Winter Mixed Pack 4 x 600 ml TBD Nickel Brook Mixed Pack 4 x 473 ml MAIN FEATURE Kahlua Coffee Liqueur 750 ml Fireball Cinnamon Whisky 1750 ml 1784 Grand Marnier 750 ml Cabot Trail Maple Cream 750 ml Carolans Irish Cream 1140 ml Domaine De Canton Ginger Liqueur 750 ml 56 Period 10

59 Give Share Enjoy LCBO Flyer Week 3 Participating Products LCBO # Description Format GREAT DEALS Caorunn Small Batch Scottish Gin 700 ml Beefeater 24 - London Dry Gin 750 ml Iceberg Vodka 1750 ml Prince Igor Vodka 1750 ml Havana Club Dry 7 Years Old Rum 750 ml 1487 Crown Royal Whisky 750 ml Star Of Bombay 750 ml 1925 Courvoisier VS Cognac 750 ml 7617 Chivas Regal 12 Year Old Scotch Whisky 750 ml The Dalmore 12 Year Old Highland Single Malt 750 ml Auchentoshan 12 Year Old Single Malt Scotch Whisky 750 ml Bowmore 12 Year Old Islay Single Malt 750 ml Glenrothes Select Reserve Single Malt Scotch Whisky 750 ml The Glenlivet French Oak Reserve 15 Year Old Scotch Whisky 750 ml Pelee Island Rouge Bag in Box 3000 ml Bota Box Cabernet Sauvignon Bag in Box 3000 ml Cupcake Red Velvet Bag in Box 3000 ml Jackson-Triggs Cabernet Sauvignon Bag in Box 4000 ml Jackson-Triggs Chardonnay Bag in Box 4000 ml Southern Comfort 1140 ml Sauza Gold Tequila 1140 ml Crown Royal 1140 ml Absolut Vodka 1140 ml 8805 Forty Creek Barrel Select Whisky 1750 ml TBC E-COMMERCE EXCLUSIVES Marketing & Product Guide 57

60 LCBO Flyer Week 4 Participating Products Give Share Enjoy Period 10 LCBO Flyer Week 4 Participating Products LCBO # Description Format Ciroc Peach 750 ml EXPERT PICKS Lamb's Navy Rum 1140 ml El Dorado 12 Years Old Rum 750 ml The Kraken Black Spiced Rum 1140 ml GIFTING/HOSTING Taittinger Nocturne City Lights Gift Box 750 ml Freixenet Cordon Negro Cava Gift Pack 750 ml Bottega Mini Sparkling Ice Bag 4 x 200 ml Jackson-Triggs Entourage Grand Reserve Brut ml WINES 10 UNDER $ Spumante Bambino Mixed Berry 750 ml Martini & Rossi Asti 200 ml Citra Sangiovese Terre di Chieti IGP 750 ml Concha Y Toro Frontera Cabernet Sauvignon 750 ml 1826 Spumante Bambino White 750 ml Sogrape Mateus Signature Douro Red 750 ml Argento Cabernet Sauvignon 750 ml Tarquino Sauvignon Blanc 750 ml Two Oceans Moscato 750 ml Brights President Dry Sparkling 750 ml NEW & NOW TOP 10 PRODUCTS Anciano 7 Year Gran Reserva Tempranillo Valdepenas 750 ml Ruffino Prosecco 750 ml Bodacious Smooth Red 750 ml Ciroc Apple 750 ml 8284 Hennessy VS Cognac 750 ml 1487 Crown Royal. 750 ml Molson Canadian Stubby 6 x 355 ml Beau's Lug Tread Can 4 x 355 ml Santa Margherita Pinot Grigio 750 ml Gnarly Head Old Vine Zinfandel 750 ml MAIN FEATURE Louis Roederer Brut Premier Champagne 750 ml Perrier-Jouët Grand Brut Champagne 750 ml Blu Giovello Prosecco 750 ml Featherstone Joy Premium Cuvée Sparkling 750 ml Grande Cuvee 1531 De Aimery, Cremant De Limoux 750 ml 58 Period 10

61 Give Share Enjoy LCBO Flyer Week 4 Participating Products LCBO # Description Format GREAT DEALS Mumm Cordon Rouge Brut Champagne 750 ml Nicolas Feuillatte Brut Champagne 750 ml Taittinger Brut Réserve Champagne 750 ml Codorniu Brut Clasico Sparkling 3 x 200 ml Jacob's Creek Shiraz Cabernet Sauvignon 750 ml 1743 Ruffino Chianti 750 ml Jackson-Triggs Merlot 1500 ml Masi Bonacosta Valpolicella Classico DOC 750 ml Wyndham Estate Bin 555 Shiraz 750 ml Martell Medallion VSOP Cognac 750 ml Martell VS Fine Cognac 750 ml Reposado 750 ml 992 Royal Reserve Whisky 1140 ml Jim Beam White Label Bourbon 1140 ml Stags' Leap Winery Cabernet Sauvignon 750 ml Kittling Ridge Vidal Icewine 375 ml Robert Mondavi Napa Valley Cabernet Sauvignon 750 ml Mumm Cuvee Napa Brut Prestige 750 ml Tedeschi Amarone della Valpolicella 750 ml 117 Bacardi Superior Rum 750 ml Jack Daniel's Tennessee Whiskey 750 ml Appleton Estate V/X Signature Blend 750 ml Stalk & Barrel Red Blend 750 ml Flor de Cana Clasico 5 Rum 750 ml TBC E-COMMERCE EXCLUSIVES Marketing & Product Guide 59

62 Top Pick under $10.95 Perpendicular Shelf Talkers Give Share Enjoy Overview ALL Stores will receive a bundle of 30 Perpendicular Shelf Talkers each period to support the Top Pick under $10.95 wines story in the LCBO Flyer. These shelf talkers should be merchandised in front of participating products. Merchandising Instructions The Top Pick under $10.95 Perpendicular Shelf Talker will be 3 x 3. Stores will be sent a bundle of 30 each period to display in front of the corresponding products in that period s flyers. Re-order# English: 18P10-BWF3 Bilingual: 18P10-BWF4 Participating Products LCBO # Description Format (ml) Cavallina Nero D'Avola Shz Terre Sicilane IGT 750 ml Luccarelli Negroamaro Puglia IGT 750 ml Sogrape Grao Vasco Dao 750 ml Spumante Bambino Peach 750 ml L'Epayrie Blanc 1000 ml Fuzion Alta Reserve Malbec 750 ml Argento Malbec 750 ml Two Oceans Moscato 750 ml Unreserved Smooth Red 750 ml Unreserved Smooth White 750 ml Spumante Bambino Mixed Berry 750 ml Martini & Rossi Asti 200 ml Citra Sangiovese Terre di Chieti IGP 750 ml Concha Y Toro Frontera Cabernet Sauvignon 750 ml 1826 Spumante Bambino White 750 ml Sogrape Mateus Signature Douro Red 750 ml Argento Cabernet Sauvignon 750 ml Tarquino Sauvignon Blanc 750 ml Two Oceans Moscato 750 ml Brights President Dry Sparkling 750 ml Please install the perpendicular shelf talker in front of the corresponding wine products using the perpendicular shelf talker clip (PSTC201404). Participating Stores ALL STORES 60 Period 10

63 Give Share Enjoy Advertising Radio: LCBO# Description Format LTO Duration Menage A Trois Gold Chardonnay 750 ml $4.00 Thursday November 30 - Wednesday December 6, Bottega Rosé Gold Brut Sparkling 750 ml Smirnoff Peppermint Twist 750 ml 3822 Bah Humbug Christmas Cheer Ale 500 ml Digital Ads: The following products will be promoted in digital ads and social media. LCBO# Description Format 67 Smirnoff (with Honey Sparkler cocktail) 750 ml 1487 Crown Royal Whisky (Smoked Maple Manhattan cocktail) 750 ml 5959 Baileys Original Irish Cream (Haute Chocolate cocktail) 750 ml Marketing & Product Guide 61

64 Online Exclusive Offers Give Share Enjoy Online Exclusive Offers: Wine Wednesday The LCBO offers customers an exclusive online offer on Wednesday of each week. On this day only, online customers will be able to participate in the offer. Quantities are limited. Note that advertising will be pushed out to customers using a combination of LCBO social media channels (Facebook and Twitter), LCBO.com and/or mylcbo s. Product Date LCBO# Description Format Value Add November 29, Robert Mondavi Private Selection Cabernet Sauvignon 750 ml Winter Toques - Mondavi Branded (Red) December 6, Wayne Gretzky Pinot Grigio VQA 750 ml Hockey Pants Wine Bag December 13, Codorniu Seleccion Raventos Rose 750 ml Buy one bottle of Codorniu Seleccion Rose and receive 1 bottle of # Codorniu Brut Clasico 200 ml December 20, Henry of Pelham Cuvée Catharine Rosé Brut VQA Henry of Pelham Cuvée Catharine Brut VQA 750 ml Henry of Pelham Sparkling Stopper December 27, XOXO Sparkling 750 ml Writing Journal House Wines Program House wines is an online exclusive program that provides an opportunity for customers to purchase buyer endorsed wines by the case at a reasonable price. In addition the customer is able to take advantage of home delivery. These wines are of quality and offer great value priced at $99 per case. House wines will be featured on LCBO.com Home page carousel, and on the wines page. Here we will offer the customer more information about these wines. We will also provide insight on what is house wine. Note that communication will be pushed out to customers using LCBO social media channels (Facebook and Twitter), LCBO.com and our LCBO mobile app. Products LCBO# Description Format Wine Style Robertson Winery Chenin Blanc 750 ml Aromatic & Flavourful Tocado Grenache 750 ml Medium-bodied & Fruity 62 Period 10

65 Deal of the Week This is a sold program. Participation is mandatory. Key Dates Please set up display following the schedule below: Week 1 November 30 - December 6: Menage A Trois Gold Chardonnay 750 ml Week 2 December 7 - December 13: Rumchata 750 ml Week 3 December 14 - December 20: Smoking Loon Cabernet Sauvignon 750 ml Week 4 December 21 - December 27: Johnnie Walker Gold Label Reserve Bullion Bottle 750 ml Week 5 December 28 - January 3: Ciroc Peach 750 ml Participating Stores 1, 5, 10, 11, 15, 17, 18, 19, 20, 21, 22, 23, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 43, 44, 50, 51, 55, 57, 62, 63, 64, 65, 68, 73, 74, 79, 80, 82, 84, 85, 86, 90, 95, 101, 102, 106, 115, 125, 130, 132, 139, 140, 148, 149, 152, 154, 156, 163, 164, 165, 167, 168, 171, 175, 179, 182, 187, 188, 190, 191, 195, 198, 200, 201, 207, 209, 211, 212, 216, 217, 218, 221, 226, 227, 228, 233, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 310, 311, 321, 324, 325, 326, 329, 334, 340, 344, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 401, 402, 404, 407, 411, 412, 415, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 445, 452, 457, 458, 459, 465, 467, 470, 481, 485, 490, 491, 494, 495, 497, 499, 500, 501, 505, 511, 518, 521, 523, 528, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 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, 633, 634, 640, 641, 643, 649, 652, 653, 655, 656, 658, 661, 667, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 63

66 Deal of the Week Give Share Enjoy DEAL OF THE WEEK MANDATORY PARTICIPATION Overview The Deal of the Week display changes four times throughout the promotion. The sales will be used to drive traffic in-store through compelling offers on popular wines and spirits. Please note that the recommended in-store displays reflect this strategy. The sales always begin on a Thursday and last until end of day the following Wednesday. When the featured product is a wine, we will be communicating the Case Savings deal. Key Dates Week Install Take Down (End of Day) 1 November 30 December 6 2 December 7 December 13 3 December 14 December 20 4 December 21 December 27 5 December 28 January 3 Signage Components & Re-ordering Stores will be provided with a signage kit. Signage will be available for re-order. Pricer Cards (English) (5 Versions) Re-order# DMS-18P10-ST11 Shelf Talkers (5 versions) Re-order# DMS-18P10-ST10 Poster Inserts (English & Bilingual) (5 versions) Please see Merchandising Instructions for re-order codes. Week 1: November 30, December 6, 2017 LCBO# Description Size LTO Case Savings Menage A Trois Gold Chardonnay 750 ml $4.00 $48.00 Merchandising Instructions Merchandise the Menage A Trois Gold Chardonnay sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. The display should be merchandised to promote the case savings. Banner Insert Re-order Codes: English: 18P10-DW1 Bilingual: 18P10-DW7 64 Period 10

67 Give Share Enjoy Deal of the Week Week 2: December 7, December 13, 2017 LCBO# Description Size LTO Rumchata 750 ml $4.00 Merchandising Instructions Remove the Menage A Trois Gold Chardonnay sign and merchandise the Rumchata sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. Banner Insert Re-order Codes: English:18P10-DW2 Bilingual: 18P10-DW8 Week 3: December 14, December 20, 2017 LCBO# Description Size LTO Smoking Loon Cabernet Sauvignon Merchandising Instructions Case Savings 750 ml $4.00 $48.00 Remove the Rumchata sign and merchandise the Smoking Loon Cabernet Sauvignon sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. Banner Insert Re-order Codes: English: 18P10-DW3 Bilingual: 18P10-DW9 DEAL OF THE WEEK MANDATORY PARTICIPATION Marketing & Product Guide 65

68 Deal of the Week Give Share Enjoy DEAL OF THE WEEK MANDATORY PARTICIPATION Week 4: December 21, December 27, 2017 LCBO# Description Size LTO Johnnie Walker Gold Label Reserve Bullion Bottle Merchandising Instructions 750 ml $8.00 Remove the Smoking Loon Cabernet Sauvignon sign and merchandise the Johnnie Walker Gold Label Reserve Bullion Bottle sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. Banner Insert Re-order Codes: English: 18P10-DW4 Bilingual: 18P10-DW10 Week 5: December 28, January 3, 2018 LCBO# Description Size LTO Ciroc Peach 750 ml $5.00 Merchandising Instructions Remove the Johnnie Walker Gold Label Reserve Bullion Bottle sign and merchandise the Ciroc Peach sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. Value Add Banner Insert Re-order Codes: English: 18P10-DW6 Bilingual: 18P10-DW12 Banner Insert Re-order Codes: English: 18P10-DW5 Bilingual: 18P10-DW11 Value Add Participating stores will be provided with a Ciroc Flute Glass that is free with purchase of Ciroc Peach 750 ml. Stores are to merchandise the value add beside the product so it is easily seen by customers. If your store runs out of the Ciroc Flute Glass, please change to the nonvalue add version of the Deal of the Week Display. 66 Period 10

69 Give Share Enjoy Deal of the Week Save Big This Week Cut Case Display The following stores are encouraged to build Cut case displays to promote the weekly deals (Manager s discretion). These stores will not be forced allocated inventory. Please ensure sufficient stock is ordered. Participating Stores 2, 3, 4, 6, 7, 8, 9, 12, 13, 14, 16, 24, 25, 28, 29, 30, 32, 39, 42, 45, 46, 47, 48, 49, 52, 53, 54, 56, 58, 59, 60, 61, 66, 67, 69, 70, 71, 72, 75, 76, 77, 78, 81, 83, 84, 87, 88, 89, 91, 92, 93, 94, 96, 97, 98, 99, 103, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 124, 126, 127, 128, 129, 131, 133, 134, 135, 136, 137, 138, 139, 141, 142, 143, 144, 145, 146, 147, 151, 153, 155, 157, 158, 159, 160, 161, 162, 166, 169, 170, 172, 173, 174, 175, 176, 178, 180, 181, 183, 184, 186, 189, 192, 193, 194, 196, 197, 199, 202, 203, 204, 205, 208, 210, 213, 214, 219, 220, 222, 223, 224, 225, 229, 230, 231, 232, 234, 235, 236, 237, 238, 239, 240, 241, 245, 246, 247, 251, 254, 256, 257, 258, 259, 260, 261, 262, 264, 266, 267, 268, 270, 271, 272, 273, 274, 275, 276, 277, 280, 281, 282, 283, 284, 285, 286, 289, 290, 291, 292, 293, 294, 295, 296, 297, 299, 301, 302, 303, 304, 305, 306, 307, 308, 309, 312, 313, 314, 315, 316, 317, 318, 319, 320, 322, 323, 327, 328, 330, 331, 332, 333, 335, 336, 337, 338, 339, 341, 343, 345, 347, 348, 349, 350, 352, 354, 358, 363, 364, 365, 368, 369, 370, 372, 374, 375, 376, 377, 379, 380, 384, 395, 399, 400, 403, 405, 406, 409, 410, 413, 414, 418, 419, 420, 421, 422, 423, 424, 429, 430, 433, 435, 436, 439, 440, 441, 442, 444, 446, 447, 448, 449, 450, 451, 453, 454, 455, 456, 460, 461, 462, 463, 464, 466, 468, 469, 471, 472, 473, 474, 475, 476, 477, 478, 479, 480, 482, 483, 484, 485, 486, 487, 488, 489, 492, 493, 496, 498, 502, 503, 504, 506, 507, 509, 510, 512, 513, 514, 515, 516, 517, 519, 520, 522, 524, 526, 527, 529, 530, 531, 532, 533, 535, 537, 538, 539, 541, 543, 547, 548, 550, 552, 557, 558, 560, 561, 562, 565, 567, 570, 571, 574, 576, 577, 578, 581, 582, 583, 586, 588, 589, 591, 594, 595, 596, 597, 598, 599, 603, 604, 606, 607, 608, 610, 611, 612, 613, 614, 615, 621, 622, 626, 635, 636, 637, 638, 639, 642, 644, 645, 646, 650, 651, 654, 656, 657, 677, 695, 697 Key Dates & Participating Products Please note that the sales always begin on a Thursday and last until end of day the following Wednesday. When the featured product is a wine, we will be communicating the Case Savings deal and recommend that in-store displays reflect this strategy. LCBO# Product Size LTO Case Saving WEEK 1: NOVEMBER 30, DECEMBER 6, Menage A Trois Gold Chardonnay 750 ml $4.00 $48.00 WEEK 2: DECEMBER 7, DECEMBER 13, Rumchata 750 ml $4.00 WEEK 3: DECEMBER 14, DECEMBER 20, Smoking Loon Cabernet Sauvignon 750 ml $4.00 $48.00 WEEK 4: DECEMBER 21, DECEMBER 27, Johnnie Walker Gold Label Reserve Bullion Bottle 750 ml $8.00 WEEK 5: DECEMBER 28, JANUARY 3, Ciroc Peach 750 ml $5.00 DEAL OF THE WEEK NON-PARTICIPATING STORES Marketing & Product Guide 67

70 Deal of the Week Give Share Enjoy Signage Components & Re-order Codes DEAL OF THE WEEK NON-PARTICIPATING STORES Deal of the Week Generic Cut Case Backer Card English: DMS-18H9-SDW1 Bilingual: DMS-18H9-SDW3 Deal of the Week Pricer Cards Re-order# DMS-18P9-DW13 Merchandising Instructions Cut Case Display (For stores that have available floor space) Please set up a Cut-case display using the provided generic signage. Merchandise Pricer Cards in front of products. Deal of the Week Generic Riser Wrap English: DMS-18H9-SDW2 Bilingual: DMS-18H9-SDW4 Cut-case display Cut-case display (Case Savings) 68 Period 10

71 The Cold Room Spirits Display This is a sold program. Participation is mandatory. Key Dates Install: November 26, 2017 Take Down: December 31, 2017 Participating Stores 4, 6, 23, 33, 41, 49, 51, 55, 58, 65, 74, 82, 84, 93, 102, 107, 119, 124, 130, 155, 156, 160, 164, 195, 196, 198, 211, 227, 228, 229, 230, 232, 233, 234, 237, 244, 250, 254, 263, 270, 276, 278, 279, 281, 288, 296, 298, 299, 300, 310, 316, 318, 323, 329, 335, 351, 359, 364, 368, 369, 374, 380, 384, 387, 391, 394, 399, 401, 404, 414, 423, 425, 427, 440, 443, 448, 449, 454, 459, 469, 470, 474, 477, 481, 482, 491, 492, 495, 496, 497, 500, 501, 504, 509, 510, 516, 530, 536, 537, 550, 551, 552, 554, 556, 560, 561, 564, 580, 587, 594, 602, 605, 609, 618, 626, 627, 633, 640, 641, 644, 649, 654, 655, 658, 694, 695, 699, 706, 741, 771 Marketing & Product Guide 69

72 The Cold Room Spirits Display Give Share Enjoy Overview The Cold Room Spirits Display program will provide Spirits display space in high-traffic areas near the beer cold room. The program is aimed at encouraging customers to view Spirits as an appropriate and relevant beverage alcohol choice for a variety of occasions throughout the seasons. This sold program display will encourage cross-category shopping. Participating Product LCBO# Description Format 5959 Baileys Irish Cream 750 ml Signage Signage kit reorder# DMS-18P10-SD1 (English) DMS-18P10-SD2 (Bilingual) Mini Backer Card Pricer Card Riser Wrap Merchandising Instructions: Please order the required product, as it will not be force shipped (3 cases minimum). Use the mini backer card sign and riser wrap to build a cut case display (near beer cold room or beer section of the store) with the one (1) participating product. Merchandise the pricer cards in front of the corresponding product. 70 Period 10

73 Holiday Block Piles Key Dates Install: November 12, 2017 Take Down: December 31, 2017 Prices subject to change on November 27, Please check for updates. All distribution lists for the Holiday gift packaging, Bag & Boxes and Spirit Pre-Wrap are posted on the LCBO Portal. You can view gift photos and pricing information on the Holiday Gifting Program website: These Gifts will be allocated to your store. The Holiday Gifting Team calculates the appropriate quantity and each District Manager reviews the total allocation to ensure the overall quantity suitable for your store. These items cannot be re-ordered from the warehouses. Give Share Enjoy Staff Guide This guide provides you with this year s line up of gift products and gift packaging. Watch for it in your mailbag. Marketing & Product Guide 71

74 Holiday Block Pile Give Share Enjoy Supplier Gift Packs and Holiday Block Piles Careful planning and merchandising of Holiday Block Piles is crucial to increase sales. Holiday Block Piles will be organized by themes to provide customers with easy solutions for gift-giving. Pole Toppers Festive Spirits For Beer Lovers Under $20 For Wine Lovers Worth the Splurge Staff Picks Block Pile Signage Components English Kit Re-oder# P0917-HBP-236 French Kit Re-order# P0917-HBP-237 Pole Toppers (6 versions) Pricer Cards (175 versions) Shelf Talkers (175 versions) English Pole Toppers Bilingual Pole Topper Building Block Piles Build Block Piles by theme. The themes provide customer solutions. Theme Festive Spirits For Beer Lovers Under $20 For Wine Lovers Worth the Splurge Staff Picks Where to Build In Available Space In Available Space In Available Space In Available Space In Available Space In Available Space Build Block Piles around empty Pole Topper Holder, and insert Pole Topper signs on November 12 th. Stadium Cut as many cases as possible to maximize product facings. Place the tallest stack of cases in the middle of the Block Pile. Height: Minimum 3 cases (use dummy cases if necessary) Maximum 4 cases. Building Block Piles with four to ten SKUs is ideal. Too many SKUs on a Block Pile can be overwhelming for the customer. Place the signs amongst the cases to visually break up large Block Piles. Try to avoid long walls of product. Include Vintages gift packs on the Block Piles. 72 Period 10

75 Give Share Enjoy Holiday Block Pile Block Pile Configuration Do not cover the sign s message with product. Build out and cascade product if you need to maximize the amount of product on the floor. Entrance = Possible display locations Marketing & Product Guide 73

76 Holiday Block Pile Give Share Enjoy Festive Spirits For Beer Lovers LCBO# Product Name Absolut Holiday Limited Edition Bottle Appleton Estate Signature with Mug and Ginger Bacardi Superior Blue Jays - Red Bacardi Superior with Jigger & Squeezer Belvedere Ice Duo Crystal Head Vodka Gift Pack El Dorado 12-Year Old Gift Pack Gibson's Finest Bold 8-Year Old Gift Set Grey Goose Vodka Mini Flavour 4-Pack Grey Goose Vodka Martini Gift Pack Hennessy VS Cognac Gift Pack Hennessy V.S.O.P. Privilège Carnovsky Gift Pack Jägermeister Gift Pack Pravda Vodka Gift Pack Twisted Shotz Winter Party Pack Marzadro Giare Legno Amarone Grappa Mazzetti Grappa Chardonnay in Amerigo Vespucci LCBO# Product Name Exclusive Belgian Ales Cuvee Van De Keizer Blauw Erdinger Variety Pack Fuller's 2017 Vintage Ale Greene King Festive Pudding Ale Leffe Royale Mill St Pale Ale Gift Pack Sapporo Holiday 3-Pack Schneider Bavarian Wheat Beer Gift Box Stella Artois Wychwood Brewery Beers of Character 4-Pack Mill St 100th Meridian Amber Lager Historic Ales From Scotland 74 Period 10

77 Give Share Enjoy Holiday Block Pile Under $20 For Wine Lovers LCBO# Product Name Blue Dog Wine Blue Nun Sparkling 24K Gold Edition Casillero Del Diablo Hertiage Release Gran Vino Moselland Vanguard Pinot Grigio Blue Bottle Piccini Chianti Orange Fiasco Bottle Voga Sparkling Pinot Grigio Rosé Gift Box Canadian Club Classic Small Batch Gift Tin Crown Royal Deluxe Gift Pack Evan Williams Original Southern Egg Nog Chimay Gift Pack Freixenet Prosecco DOC LCBO# Product Name Apothic Red Duo Gift Pack Fonseca Minis Collection Gift Pack Fuzion Alta Duo Gift Pack Inniskillin VQA Holiday Gift Pack Jackson-Triggs Holiday Gift Pack McMichael Collection VQA Gift Pack Porta 6 VR, Lisboa Magnum Robert Mondavi Private Selection Bourbon Barrels Cabernet Sauvignon Santa Carolina Reserva Duo Gift Pack Trapiche Pure Duo Gift Pack Two Oceans Duo Gift Pack Villa Maria Private Bin Duo Gift Pack Wolf Blass Yellow Label Duo Marques Casa Concha Cab Carm Gift Pack w Aerator Trivento Golden Reserve Gift Pack Marketing & Product Guide 75

78 Holiday Block Pile Give Share Enjoy Worth the Splurge LCBO# Product Name Veuve Clicquot Arrow Magnet Veuve Clicquot Journey Travel Trunk Bruichladdich Wee Laddie Whisky Gift Pack Casamigos Tequila Reposado Gift Pack Diplomatico Reserva Exclusiva Gift Set Hennessy X.O. and Ice Discovery EOY Hennessy X.O. Mark Newson Armagnac De Montal Vintage 1998 In Red Box Armand de Brignac Trilogie Gift Set Confezione Decanter Collection Gift (Santa Sofia) La Chapelle De La Mission Haut Brion & Box Laurent-Perrier Grand Siecle Gft Pk with 2 Glasses Lheraud Cognac Extra Mazzetti 12 YO Brandy in Crystal Decanter Wood Box Mazzetti Grappa di Nebbiolo da Barolo In Decanter Nonino 8 Year Riserva Grappa in Black Lacquer Box 76 Period 10

79 Special Promotions Fixture Key Dates Install: November 27, 2017 Take Down: December 31, 2017 Participating Stores 10, 15, 17, 21, 22, 23, 31, 34, 38, 41, 44, 51, 55, 65, 74, 82, 102, 106, 115, 130, 132, 145, 148, 149, 156, 164, 168, 171, 187, 191, 195, 198, 211, 212, 221, 226, 227, 228, 233, 243, 250, 252, 253, 263, 279, 288, 298, 300, 310, 325, 326, 329, 334, 344, 346, 351, 355, 359, 361, 367, 373, 378, 381, 383, 390, 391, 392, 393, 394, 397, 398, 401, 404, 407, 411, 412, 416, 427, 428, 437, 438, 443, 445, 452, 457, 459, 470, 481, 485, 490, 491, 497, 499, 500, 522, 523, 528, 536, 542, 544, 545, 546, 551, 554, 555, 566, 569, 575, 579, 580, 584, 587, 590, 601, 602, 605, 609, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 640, 641, 643, 649, 652, 653, 655, 658, 661, 667, 694, 698, 699, 700, 702, 703, 706, 741 Marketing & Product Guide 77

80 Expert s Pick Give Share Enjoy This month we are featuring a selection of outstanding wines. Stores are to select 4-6 products from the list to merchandise on the fixture. Expert s Pick Suggested Products (Choose 4-6) LCBO# Description Size Private Reserve Icewine Ontario 200 ml Angels Gate Archangel Chardonnay Brut VQA 750 ml Reif Vidal Icewine 200 ml Mumm Cuvee Napa Brut Prestige 750 ml Whitehaven Sauvignon Blanc 750 ml Jacob's Creek Chardonnay 375 ml Gabbiano Chianti Classico Docg 750 ml Ruffino Prosecco 750 ml Fontanafredda Barolo Docg 750 ml Merchandising Instructions Each period, a list of wines that support a relevant theme will be recommended in the Marketing & Product Guide. Product consultants or other designated staff may choose 4-6 products from this list to merchandise on the fixture. (Please note that stores are not required to list product(s) that they do not already carry to support this program. Please select wines from the list provided that are already listed in your store. ) Please continue to display Our Expert Pick poster from Period 9. Please replace Period 9 product with P10 participating products. The drum sign will remain the same as Period 9. During the promotion period, if your store sells through a participating product(s), we recommend that you select an alternate product from the list to replace on the fixture for the duration of the period. Use the blank shelf talkers provided to personally endorse products that you have selected, enjoy and feel confident in endorsing. 78 Period 10

81 Give Share Enjoy Cocktail of the Month Cocktail of the Month - Sidecar Stores are to merchandise the fixture with the four products below. If you do not carry one of these please use another close substitute. Participating Products LCBO# Description Size Mcguinness Creme De Cacao White 750 ml Mcguinness Creme De Menthe Green 750 ml Merchandising Instructions At the start of the Period 10 promotion, replace the Period 9 poster with the Period 10 Cocktails poster. The drum sign will remain the same as Period 9. Ensure sufficient stock is ordered to maintain this program for the duration of the period (end of Period 10). Merchandise the Recipe Card and Recipe Card Backer Card in the Adjustable Wire Brochure Holder (hellolcbo# ), Please use half of the recipe cards for each side of the display. If you have room please merchandise LCBO# Cocktail Shaker Stainless Steel on the display. Adjustable Brochure Holder hellolcbo Re-order# (Insert and secure holder s adjustable clip into the top railing of fixture.) Marketing & Product Guide 79

82 Valid until November 26, Price subject to change without notice. While supplies last. Special Promotions Fixture Signage Give Share Enjoy Components EXPERT S PICK POSTERS Expert Picks (English/Bilingual) Re order #: 18P9-SP1 EXPERT S PICK DRUM SIGNS Expert s Pick: English/Bilingual 18H9-SP3 Cocktail: English/Bilingual 18H9-SP4 LIGHT & CRISP OUR EXPERT PICKS INNISKILLIN UNOAKED CHARDONNAY VQA 6 REG $13.95 NOW $ (D 7 g/l) 750 ml SAVE $2.00 Expert s Pick Shelf Talkers Cocktail of the Month Shelf Talkers Reorder: DMS-18P10-ST9 2 Ontario Wines Cocktail of the Month (English/Bilingual) Re order #: 18P10-SP1 RECIPE CARD TAKE-AWAY English DMS-18P10-SP5 Bilingual DMS-18P10-SP6 RECIPE CARD BACKER English DMS-18P9-SP7 80 Period 10

83 Mini Thematic This is a sold program. Participation is mandatory. Key Dates Install: November 26, 2017 Take Down: December 31, 2017 Participating Stores 1, 4, 5, 14, 15, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 50, 51, 55, 57, 60, 62, 63, 64, 65, 68, 72, 74, 79, 82, 83, 90, 93, 95, 97, 102, 106, 115, 125, 130, 132, 139, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 168, 171, 179, 182, 187, 188, 190, 191, 195, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 221, 226, 227, 228, 233, 237, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 310, 311, 320, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 404, 407, 411, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 485, 486, 490, 491, 494, 495, 497, 499, 500, 501, 505, 509, 511, 518, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 640, 641, 643, 644, 649, 652, 653, 654, 655, 658, 661, 667, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 81

84 Mini Thematic participation is mandatory Give Share Enjoy MINI THEMATIC Mini Thematic Program Enhancements In order to better serve our customers and continue to drive sales, we have enhanced the Mini Thematic Program. SPIRITS Mini Thematic "A" Mini Thematic "B" (formerly Mini Thematic Promo End Aisle) (formerly Gifting Promo End Aisle) This Promo End Aisle will always feature Spirits, as well as This new program will have displays on the Mini Thematic RTD products. This is the existing program with displays on the "B" End Aisle (formerly Gifting Promo End Aisle) in the front Mini Thematic "A" End Aisle (formerly Mini Thematic End Aisle) of your stores (please refer to your store floor plans). The in the front of stores (please refer to your stores floor plan). program will include the following specifics: Stores will be provided Category Signs, Shelf Talkers and when The number of participating products for this program is applicable, Cocktail Box Signs to help promote the program. nine (9). The following enhancements have been made to the program: Signage will consist of Category Sign and Shelf Talkers only. The number of participating products has been standardized Participating stores are required to list all nine (9) to nine (9). products for the duration of the period and one (1) case Participating stores are required to list all nine products for of each product will be forced out. the duration of the period and one (1) case of each product will be forced out. This is a supplier paid program and stores must merchandise all nine (9) SKU's on the Mini Thematic Promotional Fixture Ends. The 1 in/1 out rule does not apply on the Mini Thematic Promotional Fixtures. The Period 10 Spirits Mini Thematic A (formerly Mini Thematic) will feature Fine Spirits. The Period 10 Mini Thematic "B" (formerly Gifting Promotional Fixture End) will feature Holiday Gifting. To support the sales and marketing strategy, it is mandatory to feature all SKUs participating in the programs. The Promotional Fixtures must be fully merchandised at all times. All brands must be featured to ensure a healthy looking display that is ready for business. If a store is bringing in additional inventory to support the Mini Thematic Promotional Fixture Program, the 1 in/1 out rule does not apply during the promotional Periods. If a store decides to list a featured product AFTER the promotional Period has concluded, the 1 in/1 out rule does apply. EXAMPLE FLOOR PLAN Please refer to your store s floor plan Spirits Mini Thematic "A" formerly Mini Thematic A Mini Thematic "B" formerly Gifting Promo End 82 Period 10

85 Give Share Enjoy Mini Thematic A Fine Spirits participation is mandatory Overview This fixture is now the Mini Thematic A end, which is a destination for Spirit and RTD products. Participating Products LCBO# Product Description Size Category Shelf Position Flor De Caña 5 Rum 750 ml Box Sign #1: Lagavulin 16 Year Old Malt Scotch Whisky 750 ml Gifts to Give El Dorado 12 Years Old Rum 750 ml Top Dalwhinnie 15 Year Old Scotch Whisky 750 ml Box Sign #2: Talisker 10 Years Old Single Malt Scotch Whisky 750 ml Middle Gifts to Sip Oban 14 Year Old Single Malt Scotch Whisky 750 ml Bowmore 12 Year Old Islay Single Malt 750 ml Box Sign #3: The Balvenie 12 Years Old Doublewood Scotch Whisky 750 ml Gifts to Savour Auchentoshan 12 Year Old Single Malt Scotch Whisky 750 ml Bottom Signage and Key Dates Promo Fixture Category signs: Install on November 26, Shelf talkers: Install the shelf talkers on November 26, Install one set on the promo fixture and the other in-section. Box Signs: There will be box signs that should be alternated on each shelf to be aligned right on the top shelf, aligned left for the second shelf and then aligned right for the third shelf. Please refer to the illustration below. Promo Fixture Sign (Short) Re-order# 18P10-MT1 Box Signs Re-order# DMS-18P10-MT13 Promo Fixture Sign (Long) Re-order# 18P10-MT2 Nesting Table Sign (Store 10 only) Re-order# DMS-18P10-MT4 Shelf Talkers Re-order# DMS-18P10-MT6 Necktags English/ Bilingual Re-order# DMS-18P10-MT11 MINI THEMATIC A FINE SPIRITS Marketing & Product Guide 83

86 Mini Thematic B Holiday Gifting participation is mandatory Give Share Enjoy MINI SEASONAL THEMATI SIGNAGE C B HOLIDAY PERIOD GIFTING 9 10 Overview This period, we will be highlighting wines that are great value and good to have on hand for Holiday Gift Giving. There is a wide array of products from premium wines for someone special to wines that are ideal for sharing. Participating Products LCBO# Product Description Size Cavit Collection Pinot Grigio Delle Venez IGT 750 ml Monarch Vidal VQA Bag in Box 3000 ml Casillero Del Diablo Rsv Cab/Sav 1500 ml Mallee Rock Pinot Grigio 750 ml 943 Mouton Cadet Bordeaux Red Aoc 750 ml Aquinas Pinot Noir 750 ml Cesari Amarone Classico Doc 750 ml Henry Of Pelham Cuvee Catharine Brut Rose VQA 750 ml Bodacious Smooth White Bag in Box 4000 ml Merchandising Instructions Insert the provided category sign into the sign band on the Mini Thematic B Fixture. Merchandise the pre-printed Shelf Talkers in front of the participating products on the Mini Thematic B Fixture and in section. Promo Fixture Sign Short (English/Bilingual) Re-order# 18P10-MT3 Image unavailable Image unavailable Nesting Table Sign STORE 10 ONLY (Bilingual) Re-order# DMS-18P10-MT4 Image unavailable Promo Fixture Shelf Talker (English/Bilingual) Re-order# DMS- 18P10-MT8 84 Period 10

87 Front End Merchandiser This is a sold program. Participation is mandatory. Key Dates Install: November 26, 2017 Take Down: December 31, 2017 Participating Stores 1, 4, 5, 10, 11, 12, 14, 17, 18, 19, 20, 21, 23, 24, 26, 31, 33, 35, 36, 38, 41, 50, 51, 55, 58, 59, 63, 64, 65, 68, 70, 74, 79, 80, 82, 86, 90, 93, 95, 97, 101, 102, 106, 115, 130, 140, 143, 148, 149, 153, 154, 156, 164, 165, 186, 188, 190, 192, 195, 198, 200, 201, 207, 209, 210, 211, 216, 217, 218, 221, 226, 227, 228, 233, 243, 248, 249, 250, 252, 253, 263, 270, 278, 279, 288, 295, 298, 300, 310, 311, 312, 321, 325, 326, 334, 343, 344, 346, 351, 353, 359, 360, 362, 366, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 391, 392, 397, 400, 401, 404, 411, 415, 420, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 481, 485, 486, 490, 491, 494, 495, 500, 501, 521, 522, 523, 528, 533, 540, 542, 544, 545, 549, 551, 554, 555, 556, 563, 564, 572, 573, 580, 587, 590, 593, 602, 605, 609, 617, 618, 624, 627, 629, 630, 631, 633, 632, 640, 641, 643, 649, 652, 653, 655, 658, 661, 667, 670, 694, 699, 741 Marketing & Product Guide 85

88 Front End Merchandiser (FEM) participation is mandatory Give Share Enjoy FEM Sold Space Program - Stocking Stuffers The Front End Merchandiser program (FEM) has proven to generate incremental sales, create consistency across the stores, and encourage customers to discover new products. This is a sold program and participation is mandatory. Signage will be shipped to participating stores each Period. Merchandising Instructions For Period 10, the Sold Space Program will feature a selection of Stocking Stuffers. It is imperative that stores reconfigure the shelves on the sold space display in order to feature these products effectively. Merchandise the box sign Stocking Stuffers on the top shelf. Merchandise the Featured Products (Group A participating products) on the centre 3 shelves plus the plinth/base. Merchandise the Holiday Stocking Stuffers (Group B participating products) on the first three shelves on either side of the display. (Store Manager s discretion). These products DO NOT replace Front End Merchandiser (FEM) or CORE PPG products. If space is available, merchandise the Holiday Stocking Stuffers (group B Participating Products) in the baskets on either side of the fixture. Sign the baskets with a Staff Picks Basket Signs, make sure to clearly write the product NAME, SIZE and PRICE in white marker. Signage Components Re-Order# DMS-18P10-FM1 Perfect Stocking Stuffers Box Sign Shelf Talkers 86 Period 10

89 Give Share Enjoy Front End Merchandiser (FEM) participation is mandatory Group B Stocking Stuffers Participating Products Manager s discretion for merchandising from the following products. Group A - Featured Products Group B Stocking Stuffers LCBO# Description Size 9043 Crown Royal Whisky 375 ml Baileys Original Irish Cream 375 ml Ciroc 375 ml 9522 J.P. Wiser's Deluxe Whisky 375 ml Absolut Vodka 375 ml Captain Morgan Spiced Rum 375 ml 240 Smirnoff Vodka 375 ml 463 Canadian Club Whisky 375 ml St Remy Brandy 375 ml Group A Featured Products Group B Stocking Stuffers Group B - Holiday Stocking Stuffers Group B Stocking Stuffers LCBO# Description Size Bombay Sapphire Mini 50 ml Disaronno Mini 50 ml Crown Royal Northen Harvest Rye 50 ml Chambord Black Raspberry Liqueur Mini 50 ml The Kraken Black Spiced Rum Mini 50 ml Grey Goose Vodka Mini 50 ml Maker s Mark Kentucky Bourbon Mini 50 ml Vodka Mudshake Chocolate Candy Cane 4 x 270 ml Vodka Mudshake Spiced Egg Nog 4 x 270 ml Vodka Mudshake Toasted Gingerbread 4 x 270 ml Bottega I Love Italy Grappa 200 ml Tequila Rose Sampler 6 x 50 ml Marketing & Product Guide 87

90 Front End Merchandiser (FEM) participation is mandatory Give Share Enjoy Stores participating in the Front End Merchandiser Program must also set up the core 200 ml Spirits Program. Core 200 ml Spirits PPG Program The top 10 selling 200 ml Spirits, sorted by Product Profile Grouping (PPG), are to be set up on priority cash #2 (i.e. the cash desk that receives the second highest traffic). See the sample floor plans in your Front End Merchandiser Sold Space Implementation Guide for the location of the display. The display does not change from Period to Period as it is intended to protect the majority of sales generated from the Front End Merchandisers. Stores MUST list the Core SKUs that are associated to the PPG (Core 200 ml s DO NOT count against a store s total approved SKU count). The Core SKUs cannot be delisted. For the Core 200 ml Spirits feature, stores are required to use four shelves and plinth/base (i.e. two (2) products per shelf, total five shelves are required). 200 ml & 375 ml discretionary displays Think Shrink 750 ml Merchandiser PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) The current direction for merchandising varies by region so stores are to contact their District Managers for direction in each district. Participating stores should have received fixtures for the Think Shrink 750 ml Merchandiser. Participating Stores 4, 6, 10, 13, 17, 22, 23, 41, 55, 63, 65, 74, 82, 95, 97, 102, 125, 132, 139, 144, 145, 153, 156, 168, 191, 196, 198, 201, 210, 211, 227, 229, 233, 237, 244, 250, 252, 253, 260, 270, 276, 276, 279, 286, 288, 298, 300, 325, 326, 344, 359, 367, 371, 381, 383, 386, 390, 392, 394, 397, 398, 401, 404, 411, 417, 420, 427, 437, 443, 452, 453, 459, 469, 470, 474, 474, 477, 486, 490, 491, 495, 497, 500, 511, 523, 536, 538, 544, 546, 549, 550, 551, 554, 555, 564, 569, 571, 573, 579, 580, 587, 601, 605, 617, 619, 627, 632, 633, 634, 635, 638, 640, 641, 643, 644, 645, 646, 651, 652, 653, 655, 656, 657, 658, 694, 697, 698, 699, 703, 706, 741, 776 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 88 Period 10

91 Give Share Enjoy Front End Merchandiser (FEM) participation is mandatory Front End Merchandiser Core List 2016/17 LCBO# Description Size BEER AND CHASERS Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Wiser s Deluxe 200 ml Bacardi Superior 200 ml Alberta Premium 200 ml Forty Creek Barrel Select 200 ml Grand Marnier 200 ml Jack Daniel s Tennessee Whiskey 200 ml COOL CONVENIENCE Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Wiser's Deluxe 200 ml Polar Ice Vodka 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Jack Daniel's Tennessee Whiskey 200 ml Jägermeister 200 ml PREMIUM DESTINATION Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Absolut Vodka 200 ml Jack Daniel's Tennessee Whiskey 200 ml St Remy Brandy 200 ml Canadian Club Premium 200 ml Jameson Irish Whiskey 200 ml Baileys Irish Cream 200 ml Grey Goose Vodka 200 ml Jägermeister 200 ml MAINSTREAM SPIRITS Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Wiser's Deluxe 200 ml Canadian Club Premium 200 ml LCBO# Description Size BIG BRANDS Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Wiser's Deluxe 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Walker's Special Old 200 ml Canadian Club Premium 200 ml GLOBAL ROOTS Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Canadian Club Premium 200 ml Grant's Family Reserve 200 ml Jack Daniel's Tennessee Whiskey 200 ml Polar Ice Vodka 200 ml Bacardi Superior 200 ml Appleton Estate V/X Rum Signature Blend 200 ml UP-SPEND MAINSTREAM Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Baileys Irish Cream 200 ml Canadian Club Premium 200 ml Polar Ice Vodka 200 ml Fireball Whisky Shooter 200 ml Absolut Vodka 200 ml St Remy Brandy 200 ml Jack Daniel's Tennessee Whiskey 200 ml Bacardi Superior 200 ml Absolut Vodka 200 ml Jägermeister 200 ml Jack Daniel's Tennessee Whiskey 200 ml Marketing & Product Guide 89

92 Give Share Enjoy 90 Period 10Trade Copy Only

93 Spirited Pick This is a sold program. Participation is mandatory. Key Dates Install: November 27, 2017 Take Down: December 31, 2017 Participating Stores - All Stores Marketing & Product Guide 91

94 Spirited Pick Give Share Enjoy Spirited Pick Basket Fixture It s been proven over and over again that Basket Fixtures are an extremely effective way of increasing sales of any product. Participating Products LCBO# DESCRIPTION OFFER SIZE MIX WITH Absolut Vodka Value Add: Absolut Lime 50 ml 375 ml Winter Cranberry Splash Woodford Reserve Distiller s Select Bourbon $2.00 LTO 375 ml Manhattan Merchandising Instructions Merchandise the participating products in the basket. Stores participating in the Front End Merchandiser (FEM) program For a list of participating stores, please refer to the Front End Merchandiser section of this guide. Please use a White Marker (reorder from Staples, Item# JIFEK400WT) to fill in product information on signs. Please be sure to include on the sign the Mix With information which your customers will surely find helpful. Signs are printed double-sided to provide stores with the option of choosing one or two products at any one time simply flip it over. Affix neck tags to corresponding products. This is an ongoing initiative. Non-FEM stores Stores are encouraged to merchandise these great offers if baskets and space are available. Please try to re-purpose existing baskets. Additional baskets are NOT available for ordering at this time. Please follow all Health and Safety regulations. Re-order Code Basket Signs: DMS-FEM Black Signs DMS-18P10-GFT27 Holiday Bottle Neck Tags 92 Period 10

95 Holiday Gifts Fixture (New and Seasonal Product Fixture) Overview During Period 9 and Period 10 the New and Seasonal Product Fixture will transition into the Holiday Gifts fixture. The fixture will transition back to New and Seasonal Products in Period 11. Key Dates Install: November Take Down: December 31, 2017 Participating Stores 4, 5, 6, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 33, 35, 36, 38, 40, 41, 44, 49, 50, 51, 55, 57, 62, 63, 64, 65, 70, 74, 82, 83, 84, 93, 95, 97, 102, 106, 115, 125, 130, 132, 139, 144, 145, 148, 149, 153, 154, 156, 164, 168, 171, 187, 191, 195, 196, 198, 200, 207, 209, 211, 212, 217, 221, 226, 227, 228, 229, 233, 234, 237, 243, 244, 250, 252, 253, 260, 263, 265, 269, 270, 276, 278, 279, 286, 288, 295, 298, 300, 310, 325, 326, 329, 334, 340, 341, 344, 346, 351, 353, 355, 359, 360, 361, 367, 368, 371, 373, 378, 381, 383, 384, 385, 386, 387, 388, 390, 391, 392, 393, 394, 397, 398, 401, 404, 407, 411, 412, 416, 417, 420, 425, 427, 428, 431, 432, 437, 438, 443, 444, 445, 449, 452, 453, 456, 457, 459, 465, 469, 470, 474, 477, 481, 483, 490, 491, 494, 495, 497, 499, 500, 505, 509, 511, 516, 522, 523, 526, 528, 532, 534, 536, 537, 538, 539, 540, 542, 544, 545, 546, 549, 550, 551, 553, 554, 555, 556, 559, 564, 566, 568, 569, 571, 573, 575, 579, 580, 584, 587, 590, 593, 599, 601, 602, 605, 609, 614, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 640, 641, 642, 643, 644, 645, 646, 649, 651, 652, 653, 654, 655, 657, 658, 665, 671, 677, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 93

96 Seasonal & New Product Fixture Give Share Enjoy Components One (1) Holiday Gifts Category Sign (English/Bilingual) Two blank all red Category Signs Six (3)On Shelf Box Sign Holiday Gifts Holiday Gifts Category Sign Blank Category Sign Merchandising Instructions Re-order Codes Additional signage kits are available for re-order. Please re-order each item separately: Holiday Gifts Category Sign: 18H9-SF1 Blank Category Sign: 18H9-SF2 Holiday Gifts Box Signs: 18H9-SF3 Holiday Gifts Box Sign Remove the Category Sign inserts and On Shelf Box Signs from Period 8, and replace with the Period 9 Holiday Gifts Category Sign inserts. Please remove all newly released products and place in appropriate locations within your store. Use the fixtre to merchandise supplier gift packs from the Spirits, Wines and Beer holiday gift program. Please display the holiday gifts by product category for easy customer shopping. The fixture will transition back to New and Seasonal Products in Period 11. Use the On Shelf Box Signs to create a visual break on shelf between product categories. Each kit contains three Category signs, two blank red and one Holiday Gifts. Place the two blank colour inserts into the sign slot and center the Holiday Gifts sign over the top of the blank inserts. Stores may use the Shelf Talkers provided for the Block Pile program to sign appropriate products merchandised on the fixture. 94 Period 10

97 Always Taking Care Check 25 (25 or Younger) Program Window Showcard Metal Floor Stand Sign Tent Card Perpendicular Shelf Talker (3 x 3 ) Second-Party Purchase Program Perpendicular Shelf Talker (3 x 6 ) Both Programs Front End Merchandiser Sign Poster NOTE: All items were re-printed in P9 and shipped to all stores Social Responsibility In-store Signage Participating Stores All Stores POS Screen PA Announcement 2017 Provincial Donation Box Program Through our provincial Donation Box Program, the LCBO is helping to improve the lives of countless Ontarians in the communities where we work and live. Period 10 (December 1, 2017 December 30, 2017) Our featured charities on the Donation Box program this promotional period are: MADD (Centre for Addiction & Mental Health Foundation) POS/Coin box Children s Hospitals POS/Coin box (December 1, 2017 December 24, 2017) Salvation Army Kettle Drive Tag Marketing & Product Guide 95

98 Social Responsibility In-store Signage Give Share Enjoy CHECK 25 (25 or YOUNGER?) PROGRAM The Check 25 (25 or Younger?) Program requests that customers who are 25 or younger, or appear to be, to have their valid i.d. ready to be checked. The aim is to build further awareness among our customers, encourage individuals to be proactive by having their i.d. s ready if they are 25 or younger, and to help LCBO staff ensure that alcohol is not sold to minors. Please remove/recycle previous versions of the Check 25 signs. SECOND-PARTY PURCHASE Preventing sales to minors and those who are intoxicated is a year-round responsibility that we take very seriously. When staff has reasonable grounds to believe someone is buying for a minor, the Liquor Licence Act gives them the right and responsibility to refuse the sale. The Did you know 19+ in-store signage program informs customers about this policy and reinforces our commitment to responsible service. Please remove/recycle these signs Please remove/recycle previous versions of the Check 25 signs. 96 Period 10

99 Give Share Enjoy Social Responsibility In-store Signage Participating Stores All Stores Signage Components and Merchandising Instructions Please ensure that all signage components are replaced when they start peeling, begin to faded or look worn out. Check 25 (25 or Younger?) Program 1. Window Show Card (Bilingual) This sign was shipped to stores with three or more Window Show Card fixtures. Install the sign on every third show card as part of the rotation with the current promotion turn s show cards. Do not discard or replace this show card at the end of the promotional turn; it is to stay installed until further notice. Re-order# DMS-SRP Metal Floor Stand Sign (English/French) Place metal stand with the 25 or Younger? sign in a prominent location near the entrance of the store (but not in the vestibule as that s where the parking lot sign is sometimes displayed) or at the front of the cash where you might see the Deal of the Week display. The stand should not go behind the cash, but rather in front of the cash as customers approach to check out. Re-order# DMS-SRP-403 NOTE: All items were re-printed in P9 and shipped to all stores 3. Tent Card (Bilingual) Display the Tent Card on the Tasting Bar and/or in the special events kitchen for all in-store tastings and events. Re-order# DMS-SRP-404 Do I look 25 to you? At the LCBO, we never guess your age. So, if you re 25 or younger, have your ID ready. Ai-je l air d avoir 25 ans selon vous? À la LCBO, nous ne tentons jamais de deviner votre âge. Si vous avez 25 ans ou moins, ayez une pièce d identité en main. Marketing & Product Guide 97

100 The LCBO never guesses. See if you can. lcbo.com/cardornot Social Responsibility In-store Signage Give Share Enjoy Check 25 (25 or Younger?) Program 4. Perpendicular Shelf Talker 3" x 3" (English/French) At Store Manager s discretion, display the Perpendicular Shelf Talker in sections where customers 25 years of age and younger most frequently shop. Each kit contains 20 pieces. Clips can be ordered through Central Supply (#691451) Re-order# DMS-SRP-405 Second-Party Purchase Program 1. Perpendicular Shelf Talker 3" x 6" (English/French) Store Manager s discretion, display the Perpendicular Shelf Talker in-section. Each kit contains 10 pieces. Clips can be ordered through Central Supply (#691451) Re-order# DMS-SRP-406 Signs for both programs 1. Front End Merchandiser Sign (Bilingual) This sign is to be alternated between both the 25 or Younger? and Second-Party Purchase program on all Front- End Merchandisers. Affix the Velcro dots on the sign, on the bottom corners, and on the wall of the Front-End Merchandiser Fixture. 2. Poster (English/French) At Store Manager s discretion, display both 25 or Younger? and Second-Party Purchase posters on the Community Board or within the customers line of vision as they approach the cash counter. Re-order Codes Check 25 (25 or Younger?): Re-order# DMS-SRP-408 Second-Party Purchase: Re-order# DMS-SRP-409 Do I look 25 to you? At the LCBO, we never guess your age. So, if you re 25 or younger, have your ID ready. Ai-je l air d avoir 25 ans selon vous? À la LCBO, nous ne tentons jamais de deviner votre âge. PLACE DOUBLE SIDED TAPE HERE Si vous avez 25 ans ou moins, ayez une pièce d identité en main. Check 25 Program Re-order# DMS-SRP-407 Do I look 25 to you? Even a good guess is no guarantee. At the LCBO, we never guess. That s why we asked to see over 14.4 million IDs last year. So, if you re 25 or younger, have your ID ready. Check 25 Program 4. PA Announcements (Bilingual) The in-store music includes Check 25 and Second-Party Purchase program announcements. The announcements rotate every 15 minutes, in English and French, between music. Re-order # DMS-SRP-407 PLACE DOUBLE SIDED TAPE HERE Second-party Purchase Program Re-order# DMS-SRP-413 Second-Party Purchase 7754 Re-order # DMS-SRP-409 MS-SRP Period 10

101 Always Taking Care Giving Back In Our Community This is a sold program. Participation is mandatory. Key Dates Install: December 1, 2017 Take Down: December 31, 2017 Participating Stores All Stores Marketing & Product Guide 99

102 Giving Back In Our Community Give Share Enjoy Overview We have the opportunity to be leaders with our customers, our coworkers and in our communities. This period s GIVING BACK campaign supports MADD Canada and the Ontario regional children s hospitals. Retail employees will again be encouraged to invite customers to add a donation of $2, $5 or $10 to their purchase from December 1 - December Signage Components & Merchandising Instructions 1. Perpendicular Shelf Talker English over French Install the Perpendicular Shelf Talker throughout the store. Stores that have been designated as bilingual can alternate between the French and English versions of the Shelf Talker. Re-order# P1017-UWP Cash Register Wobbler - English over French (1 per cash register) Install the cash register wobbler so that it extends out from the side of the cash register. Stores that have been designated as bilingual can alternate between the French and English version. Re-order # P1017-UWP CSPC Barcode card Bilingual Keep one Barcode card at each cash register. Donations can be accepted with any method of payment and be processed by scanning the supplied Barcode card or by manually entering the following LCBO#: LCBO # for $2.00 donation LCBO # for $5.00 donation LCBO # for $10.00 donation Re-order# P1017-UWP Giving Back POS Screens POS screens displaying the Check 25 Program, as well as the Second-party Purchase Program message, are included as part of the existing rotation. The Giving Back in Our Community POS Screen will stay up until Period 10 ends. 100 Period 10

103 Always Taking Care Exterior Springer Sign Key Dates Giving Back Install: December 1, 2017 Take Down: December 31, 2017 Participating Stores All Stores Marketing & Product Guide 101

104 Exterior Springer Sign Give Share Enjoy Components & Re-ordering Giving Back United Way Exterior Springer Sign (English/French) Re-order# 18P10-SS1 Take Down: December 31, 2017 Merchandising Instructions image subject to change Bonus AIR MILES Exterior Springer Sign (English/Bilingual) This is permanent signage. Please keep installed until further notice. Replace the Check 25 Exterior Springer sign with the Giving Back Exterior Springer sign at the start of the United Way campaign. If you have more than one Exterior Springer Sign fixture, please display the Air Miles sign. Ensure that the sign placement does not pose a potential health and safety risk. Do not display the signs outside when there are strong winds, the display may tip over and cause injury. 102 Period 10

105 Shopping Cart Sign 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 signs are English and Bilingual depending on your store. Signs are to be installed by the start of the promotion. Key Dates Install: November 27, 2017 Take Down: December 31, 2017 Participating Stores Participation is mandatory for the following designated stores 1, 4, 5, 6, 10, 15, 17, 21, 22, 23, 24, 26, 31, 33, 34, 35, 36, 38, 39, 41, 44, 45, 48, 49, 51, 55, 57, 58, 59, 61, 62, 64, 65, 70, 71, 74, 77, 79, 80, 82, 83, 84, 93, 95, 101, 102, 106, 115, 125, 130, 132, 139, 140, 144, 145, 148, 149, 154, 156, 163, 164, 166, 167, 168, 171, 179, 187, 190, 191, 195, 196, 198, 200, 207, 209, 210, 211, 212, 214, 216, 217, 218, 221, 226, 227, 228, 229, 233, 234, 237, 243, 244, 250, 252, 253, 260, 263, 265, 267, 270, 276, 279, 286, 287, 288, 300, 310, 311, 312, 325, 326, 329, 340, 344, 345, 346, 351, 353, 355, 359, 360, 361, 365, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 399, 401, 402, 404, 407, 408, 411, 412, 416, 417, 420, 428, 432, 437, 438, 440, 443, 444, 445, 446, 449, 453, 454, 456, 457, 459, 465, 467, 474, 477, 481, 485, 486, 490, 491, 494, 495, 497, 499, 500, 502, 505, 507, 509, 511, 518, 521, 522, 523, 528, 534, 536, 537, 539, 540, 542, 544, 546, 549, 550, 551, 554, 555, 556, 559, 564, 566, 569, 571, 572, 573, 575, 579, 580, 585, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 640, 641, 643, 644, 645, 651, 652, 653, 654, 655, 657, 658, 660, 661, 665, 667, 670, 671, 694, 695, 698, 699, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 103

106 Shopping Cart Sign participation is mandatory Give Share Enjoy Thematic Sign (Sold to the Trade) Re-order# DMS-18P10-SC1 Participating Products LCBO# Description Size Offer Baileys Original Irish Cream 1750 ml $3.00 LTO Social Responsibility Sign Key Dates Do not remove until further notice. Giving Back In Our Community Shopping Cart Sign Re-order# P1017-UWP-172 Merchandising Instructions Replace the Check 25 and Second Party Purchase shopping cart signs from the outside of the shopping carts and replace with the Giving Back United Way shopping cart signs, alternating between the two pieces. 104 Period 10

107 Bonus AIR MILES reward miles This is a sold program. Participation is mandatory. Participating Stores 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 46, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64, 65, 66, 67, 68, 69, 70, 71, 72, 73, 74, 75, 76, 77, 78, 79, 80, 81, 82, 83, 84, 85, 86, 87, 88, 89, 90, 91, 92, 94, 95, 96, 97, 98, 99, 101, 102, 103, 104, 105, 106, 107, 109, 110, 111, 112, 113, 114, 115, 116, 117, 118, 119, 120, 122, 124, 125, 126, 127, 128, 129, 130, 131, 132, 133, 135, 136, 137, 138, 139, 140, 141, 142, 143, 144, 145, 146, 147, 148, 149, 151, 152, 153, 154, 155, 156, 157, 158, 159, 160, 161, 163, 164, 165, 166, 167, 168, 169, 170, 171, 172, 173, 175, 178, 179, 180, 181, 182, 183, 184,186, 187, 188, 189, 190, 192, 193, 194, 195, 196, 197, 198, 199, 200, 201, 202, 203, 204, 205, 207, 208, 209, 210, 212, 213, 214, 216, 217, 218, 219, 220, 221, 222, 223, 224, 225, 226, 227, 228, 229, 230, 231, 232, 233, 234, 235, 236, 237, 238, 239, 240, 241, 242, 243, 244, 245, 247, 248, 249, 250, 251, 252, 253, 254, 256, 257, 258, 259, 260, 261, 262, 263, 264, 265, 267, 268, 269, 270, 271, 272, 273, 274, 275, 276, 277, 278, 279, 281, 282, 283, 284, 285, 286, 287, 288, 289, 290, 291, 292, 293, 294, 295, 296, 297, 298, 300, 301, 302, 303, 304, 305, 306, 307, 308, 309, 310, 311, 312, 313, 314, 315, 317, 318, 319, 320, 321, 322, 323, 324, 326, 327, 328, 329, 330, 331, 332, 333, 334, 335, 336, 337, 338, 339, 340, 341, 343, 344, 345, 346, 347, 348, 349, 350, 351, 352, 353, 354, 355, 358, 359, 360, 361, 362, 363, 364, 365, 366, 367, 368, 369, 370, 371, 372, 373, 374, 375, 376, 377, 378, 379, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 395, 397, 398, 399, 400, 401, 402, 403, 404, 405, 406, 408, 409, 410, 411, 412, 413, 414, 415, 416, 417, 418, 419, 420, 423, 424, 425, 426, 427, 428, 429, 430, 431, 432, 433, 434, 435, 436, 437, 438, 439, 440, 441, 442, 443, 444, 446, 447, 448, 449, 450, 451, 452, 453, 454, 455, 456, 457, 458, 459, 460, 461, 462, 463, 464, 466, 467, 469, 470, 471, 472, 473, 475, 477, 478, 479, 480, 481, 482, 483, 484, 485, 486, 487, 488, 489, 490, 491, 492, 493, 494, 495, 496, 497, 498, 499, 500, 501, 503, 504, 505, 506, 507, 509, 510, 512, 513, 514, 515, 516, 517, 518, 519, 520, 521, 522, 523, 524, 526, 527, 528, 529, 530, 531, 532, 533, 534, 535, 537, 538, 539, 540, 541, 543, 544, 545, 546, 548, 549, 550, 552, 553, 554, 555, 556, 557, 558, 559, 560, 561, 562, 563, 564, 565, 566, 567, 568, 569, 570, 571, 572, 573, 574, 575, 576, 577, 578, 579, 580, 581, 582, 583, 584, 586, 587, 588, 589, 590, 591, 593, 594, 595, 596, 597, 598, 599, 602, 603, 604, 605, 606, 607, 608, 609, 610, 611, 612, 613, 614, 615, 616, 617, 618, 619, 621, 622, 623, 624, 626, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 641, 642, 643, 644, 645, 646, 649, 650, 651, 652, 653, 655, 657, 658, 677, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771 Marketing & Product Guide 105

108 Bonus AIR MILES reward miles this is permanent signage Give Share Enjoy Overview All stores received the following signage components to increase the awareness of the Bonus AIR MILES reward miles program. Components & Re-order# s Component Parking Lot Sign Re-order# BAM-PLS Version English/Bilingual Window Decal English Re-order# DMS-BAM-WD-177 Bilingual Re-order# DMS-BAM-WD Version English/Bilingual Generic Backer Card Re-order# BAM-BC Version English/Bilingual Perpendicular Shelf Talker Re-order# DMS-BAM-ONS Version English/Bilingual 20/per bundle At Store Managers discretion, merchandise the AIR MILES Perpendicular Shelf Talkers throughout the store using Perpendicular Shelf Talker Clips (PSTC201404). Image 106 Period 10

109 Wine Fridge 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. For product and Planoguide questions please call: Bobby Panchu Product Manager European Wines Laura Ruffolo Acting, Product Manager Ontario Wines Marketing & Product Guide 107

110 Wine Fridge Turn 2 (PT7 PT11) Give Share Enjoy Participating Stores Group A Stores 1, 5, 10, 15, 18, 19, 21, 25, 31, 36, 38, 40, 41, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 195, 198, 207, 212, 214, 217, 226, 228, 234, 242, 243, 269, 279, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 386, 388, 390, 391, 393, 394, 398, 412, 428, 431, 432, 434, 437, 438, 444, 445, 452, 453, 457, 470, 486, 494, 497, 499, 505, 511, 528, 534, 536, 542, 545, 555, 556, 566, 568, 569, 572, 573, 590, 619, 623, 624, 627, 630, 631, 632, 641, 698, 702, 741, 771, 776 Group B Stores 22, 23, 24, 26, 27, 33, 34, 35, 43, 44, 45, 50, 51, 52, 55, 58, 59, 60, 61, 62, 63, 64, 68, 70, 72, 74, 77, 80, 81, 82, 86, 87, 95, 97, 101, 102, 106, 110, 115, 124, 125, 130, 132, 139, 144, 145, 152, 154, 155, 168, 179, 183, 187, 188, 190, 191, 192, 194, 196, 197, 200, 201, 202, 205, 209, 210, 211, 213, 216, 218, 219, 221, 222, 225, 229, 236, 244, 248, 249, 252, 255, 263, 266, 268, 270, 278, 287, 297, 300, 302, 310, 312, 313, 321, 325, 340, 341, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 387, 392, 395, 397, 399, 400, 401, 406, 407, 415, 416, 417, 427, 436, 454, 456, 458, 459, 465, 490, 491, 495, 501, 502, 518, 521, 526, 532, 533, 537, 539, 540, 544, 546, 549, 550, 553, 554, 559, 564, 575, 579, 580, 582, 584, 586, 593, 601, 602, 605, 614, 617, 618, 626, 629, 633, 634, 635, 637, 638, 642, 643, 644, 649, 653, 658, 660, 667, 670, 694, 695, 697, 699, 700 Group C Stores 3, 4, 7, 9, 11, 12, 13, 16, 17, 32, 39, 49, 57, 73, 84, 85, 94, 96, 99, 103, 105, 109, 112, 119, 122, 137, 153, 157, 160, 161, 167, 175, 181, 186, 193, 199, 223, 224, 227, 230, 231, 233, 238, 239, 251, 253, 254, 259, 261, 264, 273, 275, 281, 284, 286, 289, 299, 305, 306, 314, 316, 318, 324, 327, 333, 335, 345, 349, 354, 366, 370, 372, 374, 380, 402, 403, 404, 408, 418, 419, 423, 430, 435, 441, 443, 461, 473, 481, 485, 496, 504, 509, 517, 552, 562, 578, 581, 596, 598, 609, 640, 645, 651, 661, 671, 677, 703, 706 Group D Stores 6, 14, 20, 28, 29, 30, 42, 46, 47, 48, 53, 54, 56, 65, 69, 71, 78, 79, 88, 90, 91, 93, 98, 107, 113, 116, 123, 128, 136, 158, 165, 166, 169, 174, 178, 208, 220, 232, 237, 246, 247, 250, 258, 260, 265, 276, 293, 294, 296, 298, 301, 320, 323, 330, 331, 363, 364, 365, 369, 383, 389, 411, 414, 420, 425, 426, 429, 446, 449, 450, 462, 467, 468, 469, 471, 477, 482, 483, 484, 492, 500, 510, 516, 519, 522, 523, 527, 529, 530, 538, 547, 551, 561, 571, 585, 587, 589, 594, 612, 616, 639, 646, 650, 652, 654, 655, 657, 665 Re-ordering Hot Buttons For additional signage, please call to place an order. Available Chilled Re-order# DMS-OP16-HBW-350 (for General List products) Re-order# DMS-OP16-HBW-351 (for Vintages products) "Available Chilled" Hot Button (General List Products) Re-order# DMS-OP16-HBW-350 "Available Chilled" Hot Buttons (Vintages Products) Re-order# DMS-OP16-HBW Period 10

111 Whisky Shop This is a sold program. Participation is mandatory. Key Dates Start Date: October 8, 2017 Take Down: December 30, 2017 Participating Stores 1, 3, 4, 5, 10, 15, 17, 19, 21, 31, 34, 35, 36, 38, 40, 41, 60, 106, 115, 130, 148, 149, 154, 164, 171, 187, 198, 212, 217, 226, 233, 243, 250, 253, 263, 279, 288, 298, 300, 310, 325, 329, 334, 341, 346, 351, 355, 359, 360, 361, 367, 371, 373, 378, 385, 386, 388, 390, 391, 393, 394, 397, 398, 404, 407, 412, 416, 428, 431, 432, 437, 438, 443, 445, 452, 457, 459, 465, 481, 483, 486, 490, 491, 494, 495, 499, 500, 505, 511, 523, 528, 532, 542, 546, 549, 551, 554, 555, 556, 569, 573, 575, 580, 590, 602, 609, 616, 617, 619, 623, 624 For product and Planoguide questions please call: Peter Cloutier Acting Category Manager, Brown Spirits Mike Hodgson Acting Product Manager, Brown Spirits Marketing & Product Guide 109

112 Whisky Shop Autumn (PT8 PT10) Give Share Enjoy Overview The Whisky Shop Spring Turn runs from October 8, 2017 to December 30, 2017 (Period 8 Period10). For signage questions and general comments, please contact hellolcbo. For product and Planoguide questions please call: Peter Cloutier Acting Category Manager, Brown Spirits Signage & Re-ordering Mike Hodgson Acting Product Manager, Brown Spirits Re-Order# Description Language Pack Size Re-Order From WS001 Whisky Shop Pin-On Letter English 1 Please WS002 Whisky Shop/Rayon Whisky Pin-On Letters Bilingual 1 sam.info@lcbo.com for re-order information WS003 Whisky Shop Vinyl Letters English 1 WS004 Whisky Shop/Rayon Whisky Vinyl Bilingual 1 WS005 Whisky Shop Category Large Signs English/ Bilingual WS006 Whisky Shop Category Small Signs English/French 1 WS007 DMS-WS008 Whisky Shop Category Sign Colour Fill (for English stores with larger than 4 fixtures only) Whisky Shop Distillery Feature Shelf Talkers (3 versions) English/French DMS-WS009 Whisky Shop Generic Shelf Talker English/French 1 1 image subject to change Please Contact hellolcbo image subject to change 110 Period 10

113 Ontario Wine Programs Our Wine Country Ontario Superstars Popular Pick Our Wine Country FSI VQA Staff Tasting Program VQA Staff Picks Backer Card Ontario Customer Favourite Shelf Talker 2017 Ontario Wine Awards 2016 National Wine Awards Marketing & Product Guide 111

114 Our Wine Country Ontario Superstars Give Share Enjoy Ontario Wines Superstars This program typically places a spotlight on one (1) red and one (1) white Ontario VQA wine every period. These products are expertly paired with a delicious food recipe to inspire customers to support local. This is a sold space program and participation is mandatory. The Our Wine Country Ontario Superstars Program is updated every promotional Period. Stores must order products required (minimum of three (3) cases per SKU). Key Dates Install: November 26, 2017 Take Down: December 31, 2017 GROUP 1: Cut Case Displays Participating Stores Participating Products LCBO# Product Size Offer Trius Brut VQA 750 ml $3.00 LTO Sandbanks French Kiss VQA 750 ml 1, 3, 5, 6, 8, 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, 059, 60, 61, 62, 63, 64, 72, 73, 77, 79, 80, 83, 85, 86, 90, 95, 97, 101, 102, 103, 106, 124, 125, 132, 140, 143, 145, 148, 153, 154, 155, 156, 160, 163, 165, 167, 168, 171, 179, 182, 183, 186, 188, 190, 191, 195, 198, 199, 200, 201, 202, 203, 209, 210, 212, 214, 216, 217, 218, 226, 237, 238, 242, 243, 244, 246, 248, 249, 255, 265, 268, 269, 270, 278, 287, 288, 289, 295, 298, 306, 311, 312, 313, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 354, 355, 359, 360, 361, 362, 366, 367, 371, 373, 374, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 393, 394, 397, 398, 400, 406, 408, 415, 416, 419, 426, 427, 428, 429, 431, 432, 434, 438, 446, 450, 452, 456, 458, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 502, 505, 511, 518, 521, 523, 528, 533, 534, 536, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 566, 568, 569, 572, 573, 575, 579, 584, 586, 589, 590, 601, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 637, 638, 642, 643, 698, 700, 702, 703, 771, 776 Merchandising Instructions Use selected product to build a Cut Case display next to the VQA Cube Fixture. Install the pre-printed Cut Case Backer Card onto the Cut Case display. Install the pre-printed Pricer Card into the front of the Cut Case display. Install the pre-printed Shelf Talkers in-section in front of the participating products. Signage and Re-ordering Ontario Wines Superstars Cut Case Display Kit: Cut Case Backer Cards x 2 Pricer Cards x 2 Shelf Talkers x 2 Re-order# 18P10-OW1 Cut Case Display (Example only) 112 Period 10 Shelf Talker Pricer Cards Cut Case Backer #1 Cut Case Backer #2

115 Give Share Enjoy Our Wine Country Ontario Superstars GROUP 2: Shelf Talkers Only Participating Stores 7, 9, 32, 48, 49, 51, 53, 71, 139, 275, 309, 315, 320, 333, 358, 363, 365, 403, 410, 418, 420, 436, 512, 515, 526, 535, 538, 583, 598, 636, 639, 697 Merchandising Instructions Install pre-printed Shelf Talkers in-section in front of the participating products. Re-ordering Ontario Superstars Pre-printed Shelf Talkers Re-order# 18P10-OW3 GROUP 3: VQA Gondola Fixture Participating Stores 4, 10, 17, 33, 40, 41, 49, 55, 65, 74, 82, 84, 84, 93, 115, 130, 144, 149, 156, 164, 187, 196, 207, 211, 221, 227, 228, 229, 233, 234, 250, 252, 253, 263, 276, 279, 286, 300, 310, 351, 391, 392, 401, 404, 407, 411, 412, 417, 437, 443, 444, 445, 449, 453, 474, 481, 483, 485, 486, 490, 497, 509, 516, 522, 523, 526, 532, 532, 551, 554, 556, 563, 564, 571, 580, 587, 593, 602, 609, 624, 627, 633, 640, 641, 644, 649, 651, 652, 653, 655, 658, 661, 677, 694, 695, 699, 706, 741 Merchandising Instructions Stores that have ONE (1) VQA Gondola Fixture are to install the double bottle Backer Card on a single End Aisle display. Stores that have TWO (2) VQA Gondola Fixtures are to install each wine Backer Cards on two (2) separate End Aisle displays. Merchandise each participating product on the top shelf of the VQA gondola fixture along with the corresponding pre printed Shelf Talkers provided. Signage Components and Re-ordering Ontario Superstars (x2): Our Wine Country Ontario Superstars Single/Double Bottle Backer Card (double-sided) Pre-printed Shelf Talkers Re-order# 18P10-OW4 Shelf Talkers (Example only) VQA Gondola Fixture (Example only) Single Bottle Backer Card Single Bottle Backer Card Double Bottle Backer Card Marketing & Product Guide 113

116 Popular Pick this is a sold program. participation is mandatory Give Share Enjoy 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: November 27, 2017 Take Down: December 31, 2017 Participating Products LCBO# Product Size Offer Bodacious Smooth Red 750 ml $2.00 LTO 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, 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, 449, 451, 454, 455, 460, 462, 463, 464, 466, 468, 471, 472, 473, 474, 475, 476, 478, 479, 480, 482, 484, 487, 488, 489, 492, 493, 496, 504, 506, 507, 510, 514, 516, 517, 519, 520, 524, 527, 529, 530, 531, 541, 543, 547, 548, 550, 557, 558, 560, 561, 562, 565, 567, 570, 574, 576, 577, 578, 581, 582, 588, 591, 594, 595, 596, 597, 599, 603, 604, 606, 607, 610, 612, 613, 615, 622, 626, 631, 700 Merchandising Instructions Build a Cut Case display using the Popular Pick Backer Card next to VQA Cube Fixture, near the front of your store. Signage and Re-ordering Popular Pick: Cut Case Backer Card Re-order# 18P10-OW2 NOTE: Participating stores will also receive two (2) Ontario Superstar Shelf Talkers to be merchandised in-section, in front of corresponding products. Please refer to the Our Wine Country Ontario Superstar section for key dates and participating products. 114 Period 10

117 Give Share Enjoy VQA Staff Pick Backer Card this is permanent signage Key Dates Install Date: Upon Receipt Take Down Date: Until further notice Merchandising Instructions: Please replace the old VQA STAFF PICKS Backer Card with the new Our Wine Country STAFF PICKS Backer Card immediately. Bilingual designated stores must display the bilingual side of the sign facing customer. Be sure to let us know if your store requires an English or Bilingual version. Permanent Signage Staff Picks Backer Card English Participating Stores 7, 33, 41, 49, 51, 55, 65, 68, 82, 130, 144, 177, 207, 211, 221, 227, 229, 233, 234, 250, 263, 276, 278, 341, 351, 364, 384, 391, 404, 420, 425, 437, 443, 453, 457, 477, 485, 500, 509, 526, 537, 550, 551, 554, 556, 571, 580, 587, 602, 609, 627, 633, 640, 644, 645, 646, 649, 652, 653, 654, 655, 657, 661, 667, 694, 695, 699, 706, 741 Components VQA Staff Picks Backer Card Re-order# English: DMS-STBK001 Bilingual: DMS-STBK002 Staff Picks Backer Card Bilingual Marketing & Product Guide 115

118 Our Wine Country Group 1: VQA Cube Fixture this is a sold program. participation is mandatory Give Share Enjoy Our Wine Country VQA Cube Fixture Features four Ontario VQA products. Stores must order the products required (minimum of one case per SKU) Participating Stores 1, 2, 3, 5, 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, 70, 72, 73, 77, 83, 86, 90, 95, 97, 99, 102, 106, 110, 125, 132, 140, 141, 143, 145, 148, 149, 153, 154, 155, 163, 167, 168, 171, 179, 182, 183, 185, 188, 191, 194, 195, 198, 199, 200, 201, 202, 209, 210, 212, 214, 216, 217, 218, 226, 237, 238, 242, 243, 244, 246, 248, 249, 255, 260, 265, 266, 268, 269, 270, 287, 288, 295, 297, 298, 311, 312, 313, 320, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 355, 358, 359, 360, 361, 366, 367, 368, 371, 372, 378, 381, 382, 383, 385, 386, 387, 388, 390, 393, 394, 397, 398, 400, 402, 406, 416, 427, 428, 431, 432, 434, 438, 452, 454, 456, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 505, 511, 518, 521, 528, 533, 534, 536, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 589, 590, 601, 605, 614, 616, 617, 619, 621, 623, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 642, 643, 650, 698, 700, 702, 703, 771, 776 Participating Products LCBO# Product Size Wayne Gretzky Cabernet Merlot VQA 750 ml Henry of Pelham Cuvée Catharine Rosé Brut VQA 750 ml Angels Gate Pinot Gris VQA 750 ml Fielding Fireside Red VQA 750 ml Merchandising Instructions Continue to merchandise the four participating products and pre printed Shelf Talkers on the top shelf of the VQA Cube Fixture. Keep the Our Wine Country Cube Sign installed until further notice. Ensure the new VQA 100% Ontario Side Signs (which were provided in Period 7) have been replaced. Keep the VQA 100% Ontario Category Signs installed on either side of the Cube Sign until further notice. Signage Components Our Wine Country Cube Sign (Permanent Signage) VQA 100% Ontario Cube Side Sign x 2 (Permanent Signage) Re-order# NIVQA067 Our Wine Country pre-printed Shelf Talkers x 4 Re-order# DMS-18P5-OW5 Only stores belonging to this group can order these signs. 116 Period 10 Key Dates Install: November 26, 2017 Take Down: December 31, 2017 Cube Fixture Permanent Signage Only stores listed as participants in the Our Wine Country Cube Fixture will be able to order these signs. They are to be merchandised with the four (4) featured VQA Our Wine Country products. Our Wine Country Cube Sign VQA 100% Ontario Cube Side Sign (NIVQA060) LIGHT & CRISP TRIUS SAUVIGNON BLANC VQA Trius Winery makes fresh and crisp Sauvignon Blanc, with lemon, grapefruit and gooseberry flavours. Enjoy this beauty with grilled shrimp and summer salads. $ (XD 4 g/l) 750 ml Price subject to change without notice. While supplies last. Shelf Talkers (Example only) Take Down: September 10, 2017

119 Give Share Enjoy Our Wine Country Group 2: VQA Gondola Fixture this is a sold program. participation is mandatory VQA Gondola Fixture Participating Stores 4, 6, 17, 33, 41, 49, 55, 65, 68, 74, 82, 93, 130, 139, 144, 156, 164, 175, 177, 192, 196, 207, 211, 221, 227, 228, 229, 233, 234, 250, 263, 276, 278, 279, 286, 310, 351, 373, 391, 404, 411, 420, 425, 437, 443, 444, 449, 453, 457, 474, 477, 481, 483, 485, 486, 500, 509, 516, 526, 537, 538, 539, 550, 551, 554, 556, 563, 564, 571, 580, 587, 593, 602, 609, 618, 627, 633, 640, 644, 645, 646, 649, 652, 653, 654, 655, 656, 657, 661, 665, 667, 677, 694, 695, 699, 706, 741 Participating Products LCBO# Product Size Wayne Gretzky Cabernet Merlot VQA 750 ml Henry of Pelham Cuvée Catharine Rosé Brut VQA 750 ml Angels Gate Pinot Gris VQA 750 ml Fielding Fireside Red VQA 750 ml Merchandising Instructions Keep the Our Wine Country Backer Card installed on the Free Standing Insert Gondola Fixture. Merchandise the four (4) participating products on the top shelf of the VQA Gondola along with the pre printed Shelf Talkers. Signage Components Our Wine Country pre-printed Shelf Talkers x 4 Re-order# DMS-18P5-OW5 Our Wine Country Backer Card (Permanent Signage) Re-order# NIVQA066 Only stores belonging to this group can order these signs. Our Wine Country FSI VQA Gondola Fixture Permanent Signage Our Wine Country FSI Backer Card Marketing & Product Guide 117

120 VQA Staff Tasting Program Give Share Enjoy Overview This initiative provides all store staff the opportunity to taste and endorse Ontario wines, helping us in our commitment to promoting the Ontario Wine Industry. For specific VQA TASTING SETUP instructions please see the following page. Participating Stores All Stores Participating Products Theme/Varietal: Celebration Key Dates LCBO# Product Format (ml) Girls Night Out Sparkling VQA Henry Of Pelham Cuvee Catharine Brut Rose VQA Henry Of Pelham Cuv. Catharine Brut VQA Jackson-Triggs Méthode Cuve Close Sparkling VQA Château des Charmes Brut Méthode Traditionelle VQA Pelee Island Secco VQA Angels Gate Archangel Sparkling Chardonnay VQA Trius Brut VQA Lily Sparkling Wine VQA th Street Cuvée Brut Rosé 750 NOTE: Select only two (2) products from the list for tasting Merchandising Instructions: Install Date: Upon tasting selections made Take Down Date: December 31, 2017 Install your TWO (2) handwritten, My Ontario Pick Shelf Talkers in front of the endorsed product, on shelf the current promotional period only. This is a monthly program, Shelf Talkers must be taken down and replaced each Period. Components My Ontario Pick Shelf Talkers (English & French) English Version Re-order# DMS-MYPICK-01 French Version Re-order# DMS-MYPICK-011 Perpendicular Shelf Talker Clip Re-order# PSTC201404(10 clips/pkg) 118 Period 10

121 Give Share Enjoy VQA Staff Tasting Program Overview Every month, in conjunction with the Wine Council of Ontario, store staff are now going to have more opportunity to taste great VQA wines to share with. This enhances the program to give staff the confidence to endorse our great Ontario Wines. How it Works 1. At the beginning of the Promo Period a list of products will be loaded into the stores Location Map under a new Node VT (VQA Tasting). Note: The minimum for all SKU s is initially set at 0 units for the promotion. 2. The WOW Leader, Product Consultant or designated staff member will select up to two of the suggested wines downloaded to the VQA Tasting node and arrange for a staff tasting. 3. Once the two selections have been made for endorsement staff are required to follow two steps. I. Delete all SKU s not being used for the promotion from the Location Map. II. IST the product at POS on the cash register. 4. To Delete the remaining SKU s from the node, open the VT level name on the Location Map, highlight the SKU and click <DELETE>. Select <Yes> when the confirmation pop-up appears. Repeat this step for all SKU s not being promoted for the Period. Note: This is an important step to follow for tracking any uplift in sales that may occur for the selected SKU s as result of the promotion. 5. To reconcile the product being used for the VQA Tasting, create an IST using the <Tasting Update> key on the register (new Option #7). 6. The Cash Register steps are documented in POS Note: Because the default Location Min. is applied as 0 units, be sure to monitor your selected promotional SKU s for any uplift in sales that may occur. In order to provide consistency in the data submitted we require that all stores use the same T number, when processing VQA tastings. If you have any questions please contact POS Services and Support. Marketing & Product Guide 119

122 Ontario Customer Favourite Shelf Talker this is permanent signage Give Share Enjoy Overview Research has identified that customers are influenced by recommendations, specifically from others who drink wine. The Ontario Customer Favourite Shelf Talker has been introduced to help them make a confident purchase in VQA Ontario wines. Based sales data from last fiscal, the following products have been identified as the 2016 Ontario VQA Customer Favourites. These are NEW PERMANENT in-store Shelf Talkers. These were shipped out during Period 3 to all stores, to be merchandised until further notice. Please recycle any previous versions before merchandising the new shelf talkers. Participating Products LCBO# Product Size Wayne Gretzky Cabernet Merlot VQA 750 ml Sandbanks Estate Baco Noir VQA 750 ml Open Riesling-Gewürztraminer VQA 750 ml Pelee Island Lighthouse Riesling VQA 750 ml Megalomaniac Homegrown Riesling VQA 750 ml Inniskillin Late Autumn Riesling VQA 750 ml Cave Spring Riesling VQA 750 ml Henry of Pelham Baco Noir VQA 750 ml Open Smooth Red VQA 750 ml Pelee Island Baco Noir VQA 750 ml Peller Estates Family Series Chardonnay VQA 750 ml Merchandising Instructions Please install the perpendicular Ontario Customer Favourite Shelf Talker in front of the featured products using the appropriate plastic clip. Component 3 x 3 Perpendicular Shelf Talker (English or Bilingual based on store) English Re-order# DMS-18OP-OCF1 Bilingual Re-order# DMS-18OP-OCF2 Perpendicular Shelf Clips (PSTC201404) (10 clips/pkg) CUSTOMER FAVOURITE GRAND FAVORI CUSTOMER FAVOURITE Wayne Gretzky Cabernet Merlot VQA ml Wayne Gretzky Cabernet Merlot VQA Cabernet/Merlot VQA Wayne Gretzky ml Period 10

123 Give Share Enjoy 2017 Ontario Wine Awards no changes from last period 2017 Ontario Wine Awards The following Ontario wines have recently been recognized by the 2017 Ontario Wine Awards. The Shelf Talkers are to support the 2017 Ontario Wine Award winners for both LCBO and Vintages products. Please highlight these wines in stores with shelf talkers. Participating Products LCBO# Product Size Rockway 9 White Spritz VQA 750 ml Sandbanks Pinot Grigio VQA 750 ml Kacaba Vineyards Unoaked Chardonnay VQA 750 ml Vintages Products Tawse Quarry Road Riesling 750 ml Malivoire Ladybug Rosé 750 ml Merchandising Instructions Please install the 2017 Ontario Wine Awards Shelf Talkers in front of corresponding products using the appropriate plastic clip. Components 3 x 3 Perpendicular LCBO Product Shelf Talkers (English or Bilingual based on store) (set of 9) 3 x 3 Perpendicular Vintages Products Shelf Talkers (English or Bilingual based on store) (2 versions) Perpendicular Shelf Talker Clips Re-order# PSTC (10 clips/pkg) Marketing & Product Guide 121

124 National Wine Awards 2016 Give Share Enjoy Overview The following Ontario wines have recently been recognized by the 2016 National Wine Awards. The Shelf Talkers are to support the 2016 National Wine Award winners for both LCBO and Vintages products. Please highlight these wines in stores with the provided perpendicular shelf talkers. Participating Products LCBO# Product Size LCBO Wines Château des Charmes Gamay Noir 2014 VQA 750 ml Château des Charmes 2015 Sauvignon Blanc VQA 750 ml Kacaba Unoaked Chardonnay 2015 VQA 750 ml Vintages Essentials Henry of Pelham Riesling Icewine 2014 VQA 375 ml Merchandising Instructions Please install the 2016 National Wine Awards Shelf Talkers in front of corresponding products using the appropriate plastic clip. Components 3 x 3 Perpendicular LCBO Product Shelf Talkers (English or Bilingual based on store) (set of 9) 3 x 3 Perpendicular Vintages Products Shelf Talkers (English or Bilingual based on store) (2 versions) Perpendicular Shelf Talker Clips Re-order# PSTC (10 clips/pkg) 122 Period 10

125 Beer Programs Ontario Craft Beer End Aisle Craft Beer Program Marketing & Product Guide 123

126 Ontario Craft Beer End Aisle Give Share Enjoy Key Dates Install: November 26, 2017 Take Down: January 1, 2018 Participating Stores 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 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 Participating Products LCBO# Description Format (ml) Side Launch Dark Lager Kingpost ESB Detour 473 NOTE: FLS designated stores must display Bilingual version of the product Shelf Talkers. Components Pre-Printed Shelf Talkers (English & Bilingual) Re-order# DMS-P618-OCB1 End Aisle Backer Card Re-order# OCBEA01 OCB End Aisle Backer Card Re-order# OCBEA Period 10

127 Give Share Enjoy Craft Beer Program Key Dates Install: November 26, 2017 Take Down: January 1, 2018 Participating Stores 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 41, 57, 60, 95, 101, 102, 115, 130, 132, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 233, 243, 252, 253, 255, 288, 295, 298, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 401, 404, 407, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 459, 481, 483, 486, 491, 494, 495, 499, 500, 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 Components Pre-Printed Shelf Talkers (English & Bilingual) Re-order# DMS-P1317-OCB-098 Participating Products Item# Product Name Format (ml) Triple Karmeliet Strong Belgian Ale La Mackroken Scotch Honey Ale St Feuillien Cuvee de Noel Xtra Strong Belgia Samichlaus Komes Baltic Porter Abbaye Des Rocs Yeti Imperial Stout Straffe Hendrik Quadruple Val-Dieu Grand Cru Driftwood Brewery Blackstone Porter Rodenbach Vintage Deus Brut des Flanders Samuel Smiths Organic Chocolate Stout Bourbon Barrel Quad Oskar Blues 10 Fidy St. Ambroise Russian Imperial Stout Cuvee du Chateau 330 NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers. Marketing & Product Guide 125

128 Give Share Enjoy 126 Period 10

129 Craft Beer Mystery Bag Participating Stores - All Stores are welcome to participate Marketing & Product Guide 127

130 Section Subhead Give Share Enjoy Overview Select LCBO stores have initiated a Craft Beer Mystery Bag program i.e., pre-assembled LCBO bags that include 4 craft beers. Customers don t know what beers they re getting until they get home. This initiative has been met with soaring sales and positive attention on social media, (and media too!). New signage will be sent to stores to help support this popular initiative through the holiday season. Stores will recieve 1 category sign and 200 stickers. Components Grab A Mystery Bag! Category Sign Re-order# DMS-18P10-MB1 Stickers Re-order# DMS-18P10-MB2 Merchandising Instructions Store staff should handwrite this information in the designated fields before applying the sticker to each individual bag. Note that the following information is required of each product in order to meet labeling requirements: Sku # Common name (e.g. Beer/Biére) Volume (e.g. 473mL) Alcohol content (e.g. 5% alc./vol.) Total Price 128 Period 10

131 Local Fridge Program This is permanent signage. Please keep installed until further notice. Participating Stores 4, 5, 6, 7, 14, 17, 18, 19, 20, 23, 31, 35, 41, 44, 45, 46, 51, 59, 60, 62, 68, 71, 83, 84, 93, 95, 97, 101, 102, 124, 130, 148, 159, 163, 164, 178, 182, 200, 212, 214, 233, 244, 252, 260, 265, 267, 298, 300, 324, 325, 329, 331, 340, 346, 378, 388, 407, 412, 417, 418, 426, 441, 442, 445, 449, 457, 467, 477, 490, 495, 516, 532, 534, 537, 544, 556, 571, 602, 621, 631, 633, 645, 677, 697, 702, 776 Overview Stores participating in the Local Fridge program received generic signage to draw attention to each stores neighbourhood brewery/cidery. Participating stores have been selected based on close proximity to Ontario Craft Brewery or Cidery. Stores are asked to continue highlighting the featured SKUs using a new Brewed In The Neighbourhood perpendicular shelf talker. Components 3 x 3 Perpendicular Shelf Talker (Participating stores received a bundle of three in Period 2) Merchandising Instructions: Re-Order Codes: Brewed In The Neighbourhood (BEER) Re-order# DMS-P0217-LFP-137 Crafted In The Neighbourhood (CIDER) Re-order# DMS-P0217-LFP-138 Ensure all featured products for your store s local brewery/cidery are merchandised in the fridge. If there are multiple participating skus, they must merchandised together as a brand family. Merchandise up to three (3) handwritten, Brewed In The Neighbourhood Shelf Talkers in front of the endorsed product in-section. Using a black marker fill in the product name, brewery/cidery, and distance from the store. Note that stores who support contract breweries though this program will not receive signage, but should continue to merchandise the featured products in the beer fridge. Marketing & Product Guide 129

132 Local Fridge Program this is permanent signage Give Share Enjoy Store Brewery Distance CSPC Core Skus 4 Brickworks Ciderhouse Contact Brewery Brickworks Batch:1904 Cider Queen Street Left Field Brewery 1.5 km Eephus Oatmeal Stout 6 Duggan's Brewing 100 m Duggan's #5 Sorachi Lager 6 Pk-B Duggan's #9 IPA 7 Old Tomorrow Contact Brewery Old Tomorrow Canadian Pale Ale Old Tomorrow Track 85 Lagered Ale 14 Kensington Brewing Company Contact Brewery Augusta Ale Fisheye Pale Ale Mill St 100th Meridian Single Can Tankhouse Ale Mill Street 100th Meridian Organic Mill Street Cobblestone Stout 17 Mill Street Brewery 500 m Mill Street Original Organic Lager Mill Street Original Organic Lager 6 Pk-B Mill Street Tankhouse Ale 6 Pk-B Mill Street Stock Ale 6 Pk-B Mill Street West Coast Style IPA 18 Liberty Village Brewing Company Contact Brewery Pale Ale 19 Junction Craft Brewing 1 km Brakeman Session Ale Conductor's Craft Ale 20 Sweetgrass Brewing Company Contact Brewery Sweetgrass Golden Ale Cause & Effect 23 Nickel Brook Beers 4 km Naughty Neighbour American Pale Ale Nickel Brook Headstock IPA Nickel Brook Gluten Free Side Launch Dark Lager 31 Side Launch Brewing Company 2.5 km Side Launch Pale Ale Side Launch Wheat Beer 35 Smithhavens 1 km Smithavens Kellerbier 41 Bicycle Craft Brewery 1 km Velocipede 44 Bell City Brewing 5 km Lenoir Belgian Ale Bell City Eureka Cream Ale 45 The Publican House 5 km Square Nail Pale Ale Pub House Ale 46 Refined Fool Brewing Company 500 m Pouch Envy Australian Pale Ale 51 Royal City Brewing Company 2 km Royal City Brewing Smoked Honey Ale Genius Of Suburbia The Chocolate Manifesto 59 Flying Monkeys Craft Brewery 500 m Antigravity Light Lager (W) Smashbomb Atomic IPA Flying Monkeys Hoptical Illusion (W) 60 Stratford Brewing Company 200 m Stratford Pilsner 6 Pk-B Railway City - Black Coal Stout 62 Railway City Brewing Co. 1 km Dead Elephant Ale Iron Spike Blonde Ale 68 Lake of the Woods Brewery 500 m Sultana Gold Ale 71 Gananoque Brewing Company LTD 500 m Naughty Otter Lager Beau's The Tom Green Beer 83 Beau's All Natural Brewing Co. 12 km B-Side Kissmeyer Nordic Pale Ale Lugtread Lagered Ale 4 Pk-B Waupoos Premium Cider 4 Pk-B (W) 84 County Cider Company 15 km County Cider (P.E.T) (W) County Pear Cider 93 Brimstone Brewing Company 10 km Enlightenment Blonde Ale 95 Grand River Brewing 2 km Tailgate Pugnacious Pale Ale 97 Mackinnon Brewing CO 15 km Crosscut Canadian Ale Man English Pale Ale 101 Puddicombe Cider Company 6 km Sir Isaac's Premium Pear Cider 102 Sawdust City Brewing Company 2 km Sawdust City Golden Beach Pale Ale Sawdust City Lone Pine IPA 124 Sunnybrook Farm Winery 4 km Ironwood Hard Cider Muskoka Detour Muskoka Detour Muskoka Cream Ale 130 Muskoka Brewery 5 km Twice As Mad Tom Mad Tom IPA Muskoka Mad Tom IPA Muskoka Craft Lager Muskoka Cream Ale 130 Period 10

133 Give Share Enjoy Local Fridge Program this is permanent signage Store Brewery Distance CSPC Core Skus Trafalgar Ginger Mead 148 Trafalgar Brewing Company 2 km Trafalgar Mead Braggot Trafalgar Irish Ale Trafalgar Esb Highlander Brew Lion Grass 159 Highlander Brew Co. 1.5 km Highlander Blacksmith Smoked Porter Highlander Scottish Ale Fire In The Rye 163 Double Trouble Brewing Contact Brewery Prison Break Pilsner Double Trouble - Hops & Robbers IPA Big Wheel Deluxe Amber Cruiser All Day Pale Ale Amsterdam Boneshaker (416) Local Lager 164 Amsterdam Brewing Company 500 m Amsterdam Boneshaker Ipa 6 Pk-B Amsterdam Natural Blonde 6 Pk-B Amsterdam Natural Blonde Klb Raspberry Wheat Ale Amsterdam Downtown Brown Ale Cruiser All Day Pale Ale Church Key Holy Smoke Scotch Ale 178 Church Key Brewing Company 8 km Church-Key West Coast Pale Ale 6 Pk-B Northumberland Ale 6 Pk-B Old Credit Amber Ale 182 Old Credit Brewing Co. 1.5 km Old Credit Pale Pilsner Old Credit Holiday Honey 200 Forked River Brewing 1 km Forked River Capital Blonde Ale Forked River Riptide Pale Ale+ 212 Big Rig Brewery 6 km Big Rig Black IPA Big Rig Gold 214 Great Lakes Brewery 2 km Great Lakes Pompous Ass Great Lakes Canuck Pale Ale 233 The Hamilton Brewery Contact Brewery Blue Collar Pale Ale 244 The Collingwood Brewery 9 km Downhill Pale Ale The Collingwood Brewery Fireside Esb 260 MacLean's Ales 1 km Maclean's Pale Ale 265 King Brewery/Barn Door 7km Thornbury Pickup Truck Pilsner Thornbury Jubilee Amber Lager Creemore Springs Premium Lager 6 Pk-B Creemore Springs Lot 9 Pilsner 267 Creemore Springs Brewery Limited 200 m Mad & Noisy, Hops & Bolts India Pale Lager Granville Island English Bay Pale Ale 6445 Creemore Springs Premium Lager Legends Of The Bay Hockley Amber 298 Hockley Valley Brewing Company 2 km Hockley Classic Georgian Bay Dipper Hockley Dark 300 Kilannan Brewing Co. 300 m Kilannan Kolsch Kilannan Alt Kichesippi Heller Highwater 324 Kichesippi Beer Company, Inc. 1.5 km Kichesippi Pk-B Kichesippi Kichesippi Natural Blonde 6 Pk-B Stonehammer Light-Can 325 StoneHammer 6 km Stonehammer Pilsner-Can Stonehammer Dark Ale Can Hop City Hopbot IPA 329 Hop City Brewing 1 km Hop City Barking Squirrel Lager Hop City Pilsner 331 Coffin Ridge Boutique Winery 15 m Forbidden Artisanal Cider 340 Arch Contact Brewery Dinner Jacket O'Red IPA 346 Black Creek Historic Brewery 3.2 km Rifleman's Ration Black Creek Pale Ale 378 All or Nothing Brewhouse 2.5 km All or Nothing Hopfenweisse 388 Whiprsnapr Brewing Co. 200 m Root of Evil Impact Altbier 407 Stack Brewing Company 3.5 km La Cloche Belgian Blonde Saturday Night 412 Broadhead Brewery Company 1.5 km Broadhead Dark Horse Stout Broadhead Grindstone Amber Ale 417 Block Three Brewing Company Ltd. 5 km King Street Saison Marketing & Product Guide 131

134 Local Fridge Program this is permanent signage Give Share Enjoy Store Brewery Distance CSPC Core Skus 418 Spirit Tree Cidery 10 km Spirit Tree Draught Cider Black Oak Nut Brown Ale 426 Black Oak Brewing Co. 1.5 km Black Oak Pale Ale Black Oak 10 Bitter Years 441 Cassel Brewing Company 1 km Golden Rail Honey Brown Ale 442 Whitewater Brewing Company 15 km Class V IPA Cameron's Cream Ale Cameron's Auburn Ale 445 Cameron's Brewing 4 km Cameron's Rye Pale Ale 6-B Cameron's Rye Pale Ale (RPA) Cameron's Lager Loyalist Lager 449 Barley Days Brewery 4 km Wind & Sail Dark Ale Harvest Gold Pale Ale 6 Pk- B 457 Granite Brewery 1 km Peculiar Strong Ale 467 Stonechurch Vineyard And Winery 6 km Shiny Apple Cider 477 Southern Cliff Brands/Pommies Cider 7 km Pommies Farmhouse Cider Pommies Dry Cider 4 Pk-B 490 Walkerville Brewery 6 km Honest Lager Walkerville Brewery Easy Stout Wellington Imperial Russian Stout Arkell Best Bitter 495 Wellington Brewery 7 km Wellington Special Pale Ale Kickin' Back Dry-Hopped Session Ale Wellington County Dark Lake Of Bays 10 Point IPA Lake Of Bays Spark House 516 Lake of Bays Brewing Company 500 m Lake Of Bays & Nhl Alumni Top Shelf Classic Lager Lake Of Bays Crosswind Pale Ale Lake Of Bays Rock Cut Lager 532 Hogtown Brewers Contact Brewery Hogsback Ontario Pale Ale Hogsback Vintage Lager 534 Longslice Brewery Inc. Contact Brewery Hopsta La Vista 537 Thornbury Cidery 1 km Thornbury Premium Apple Cider Thornbury Apple Cider 6 Pk-B Waterloo Dark 544 Brick Brewing/Waterloo 2.5 km Waterloo Grapefruit Radler Waterloo IPA Waterloo Pilsner 556 Hogsback Brewing Company Contact Brewery Hogsback Vintage Lager Hogtown Ale Collective Arts Ransack The Universe IPA 571 Collective Arts Brewing 2 km Collective Arts State Of Mind Session IPA 6Pk-Btl Collective Arts Rhyme & Reason Pale Ale 6 Pk-Btl 602 Sleeping Giant Brewing Company 5 km Sleeping Giant 360 Ale Northern Logger Neustadt 456 Marzen Lager 621 Neustadt Springs Brewery 10 km Neustadt 10w30 Brown Ale Neustadt Scottish Pale Ale Spearhead Sam Roberts Band Session Ale 631 Spearhead Brewing Company Contact Brewery Spearhead Moroccan Brown Ale Spearhead Hawaiian Style Pale Ale 6 Pk-B Buzz Hemp Beer Cool Mini Keg 633 Cool Beer Brewing Company 1 km Stonewall Light Buzz Hemp Lager 4 Pk-B Cool Lager 4 Pk-B 645 Beyond The Pale Brewing Company 1 km Pink Fuzz Steam Whistle Premium Pilsner 6 Pk-B 677 Steam Whistle Brewing 500 m Steam Whistle Premium Pilsner 6 Pk-C Steam Whistle Premium Pilsner 697 Triple Bogey Brewing Contact Brewery Triple Bogey Lager 702 Descendants Beer & Beverage Company LTD 12 km Harbinger Pale Ale 776 County Durham Brewing Company 2.5 km County Durham Signature Ale (W) 132 Period 10

135 Vintages Vintages BAM & LTO Signage Vintages Ontario Superstars Marketing & Product Guide 133

136 Vintages BAM & LTO Signage Give Share Enjoy BAM & LTO Signage The Vintages BAM & LTO signage will arrive in the mailbag the week before the promotional period starts. This is a mandatory supplier program. All In-channel 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 one. Key Dates BAM Key Dates Install: November 26, 2017 Take Down: December 30, 2017 Participating Stores LTO Key Dates Install: November 27, 2017 Take Down: December 31, , 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 29, 30, 31, 33, 34, 35, 36, 38, 40, 41, 42, 44, 45, 49, 51, 54, 55, 57, 58, 60, 62, 63, 64, 65, 68, 70, 71, 72, 73, 74, 77, 78, 79, 82, 83, 84, 93, 95, 97, 99, 101, 102, 106, 112, 115, 124, 125, 127, 130, 132, 139, 140, 143, 144, 145, 148, 149, 153, 154, 156, 163, 164, 165, 166, 167, 168, 171, 175, 178, 179, 182, 187, 188, 191, 195, 196, 197, 198, 199, 200, 201, 202, 203, 207, 208, 209, 210, 211, 212, 214, 217, 218, 219, 221, 222, 225, 226, 227, 228, 229, 232, 233, 234, 237, 238, 241, 242, 243, 244, 247, 248, 249, 250, 251, 252, 253, 255, 260, 261, 263, 265, 267, 268, 269, 270, 277, 278, 279, 286, 287, 288, 295, 298, 300, 306, 310, 311, 312, 313, 314, 318, 321, 324, 325, 326, 329, 333, 334, 335, 340, 341, 343, 344, 345, 346, 351, 353, 355, 358, 359, 360, 361, 365, 366, 367, 368, 371, 373, 378, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 403, 404, 407, 411, 412, 415, 416, 417, 419, 420, 425, 426, 427, 428, 430, 431, 432, 434, 436, 437, 438, 443, 444, 445, 446, 447, 449, 452, 453, 454, 456, 457, 459, 461, 465, 467, 468, 469, 470, 474, 477, 481, 482, 483, 485, 486, 490, 491, 494, 495, 496, 497, 499, 500, 501, 505, 509, 511, 512, 515, 516, 517, 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, 537, 538, 539, 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 554, 555, 556, 559, 561, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 581, 584, 585, 586, 587, 589, 590, 593, 598, 599, 600, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 644, 646, 649, 650, 651, 653, 654, 655, 656, 657, 658, 660, 661, 665, 667, 671, 677, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 771, 776 Components Please Note: All BAM and LTO pre printed signage has been permanently changed to an In-channel Shelf Talker. The new BAM/LTO In-channel Shelf Talker (4 w. x 2 h.) should be installed over top of the product s bin tag. LTO Shelf Talker - Example Only BAM Shelf Talker - Example Only You may continue to use the current BAM/LTO Shelf Talker generic template to reprint any damaged signage. Participating Products LCBO# Description Size Was* Now* Offer Asbach Uralt 750 $ BAM Berentzen Brennereien Winkelhausen Weinbrand 700 $ BAM Jeunesse Cabernet Sauvignon Kpm 750 $ BAM Montes Alpha Cabernet Sauvignon 750 $ BAM 134 Period 10

137 Give Share Enjoy Vintages BAM & LTO Signage LCBO# Description Size Was* Now* Offer Rocca Delle Macìe Riserva Chianti 750 $ BAM Susana Balbo Crios Torrontés 750 $ BAM th Street Cuvée Brut Rosé 750 $27.95 $25.95 $2.00 LTO Bonterra Cabernet Sauvignon 750 $21.95 $19.95 $2.00 LTO Burnt Ship Bay Estate Winery Sauvignon Blanc 750 $12.95 $10.95 $2.00 LTO Cave Spring Blanc De Blancs Brut Sparkling 750 $29.95 $27.95 $2.00 LTO Cuvée Benkovac 750 $16.95 $15.95 $1.00 LTO Featherstone Cabernet Franc 750 $18.95 $16.95 $2.00 LTO Featherstone Joy Premium Cuvée Sparkling 750 $34.95 $32.95 $2.00 LTO Flat Rock Pinot Noir 750 $20.95 $18.95 $2.00 LTO Francis Coppola Diamond Collection Ivory Label Cabernet Sauvignon 750 $24.95 $21.95 $3.00 LTO Gnarly Head Old Vine Zinfandel 750 $17.95 $15.95 $2.00 LTO Henry Of Pelham Riesling Icewine 375 $49.95 $44.95 $5.00 LTO Kim Crawford Sauvignon Blanc 750 $19.95 $16.95 $3.00 LTO Kittling Ridge Vidal Icewine 375 $39.95 $34.95 $5.00 LTO Lakeview Cellars Vidal Icewine 200 $21.95 $19.95 $2.00 LTO Licor De Amendoa Amarga 700 $27.95 $25.95 $2.00 LTO Louis Roederer Brut Premier Champagne 750 $72.95 $67.95 $5.00 LTO Luigi Bosca Malbec 750 $18.95 $16.95 $2.00 LTO Magnotta Vidal Icewine 375 $32.95 $29.95 $3.00 LTO Malivoire Chardonnay 750 $19.95 $17.95 $2.00 LTO Marchesi De' Frescobaldi Castelgiocondo Brunello Di Montalcino 750 $52.95 $47.95 $5.00 LTO Mitolo Jester Shiraz 750 $22.95 $19.95 $3.00 LTO Otazu Premium Cuvée 750 $17.95 $15.95 $2.00 LTO Oyster Bay Chardonnay 750 $19.95 $16.95 $3.00 LTO Peller Estates Private Reserve Vidal Icewine 200 $27.30 $24.30 $3.00 LTO Reif Vidal Icewine 200 $24.95 $22.95 $2.00 LTO Robert Mondavi Napa Valley Cabernet Sauvignon 750 $37.95 $32.95 $5.00 LTO Rocca Delle Macìe Chianti Classico 750 $18.95 $15.95 $3.00 LTO Rodney Strong Estate Russian River Valley Pinot Noir 750 $25.95 $22.95 $3.00 LTO Santa Margherita Brut Valdobbiadene Prosecco Superiore 750 $19.95 $17.95 $2.00 LTO Santa Margherita Pinot Grigio 750 $19.95 $17.95 $2.00 LTO Sella & Mosca Cannonau Di Sardegna Riserva 750 $16.95 $14.45 $2.50 LTO Stags' Leap Winery Cabernet Sauvignon 750 $55.95 $50.95 $5.00 LTO Tawse Spark Limestone Ridge Sparkling Riesling 750 $20.95 $18.95 $2.00 LTO Tedeschi Amarone Della Valpolicella 750 $44.95 $39.95 $5.00 LTO Tedeschi Corasco 750 $19.95 $18.95 $1.00 LTO Toasted Head Chardonnay 750 $18.95 $15.95 $3.00 LTO Torres Gran Coronas Reserva Cabernet Sauvignon 750 $19.95 $16.95 $3.00 LTO Trius Red 750 $24.95 $22.95 $2.00 LTO Umani Ronchi Cúmaro Riserva Conero 750 $29.95 $28.95 $1.00 LTO Zenato Ripassa Valpolicella Superiore 750 $26.95 $24.95 $2.00 LTO *Prices subject to change Marketing & Product Guide 135

138 Vintages Ontario Superstars Give Share Enjoy Vintages Ontario Superstars The VINTAGES Superstars program promotes great local products while pairing them with delicious recipes. Each period there will be three Ontario Superstars: two LCBO wines and one VINTAGES Essential. This is a mandatory program. Participating Stores In-store signage Kit 1 (Shelf Talkers only) vintages.com 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 44, 60, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 97, 99, 102, 124, 144, 145, 154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 207, 209, 211, 214, 218, 223, 233, 237, 244, 248, 260, 265, 268, 269, 278, 296, 311, 324, 340, 353, 354, 359, 372, 373, 381, 386, 391, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 499, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 602, 637 Kit 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 33, 36, 38, 40, 41, 55, 57, 58, 74, 93, 95, 106, 130, 132, 143, 148, 149, 156, 164, 171, 179, 187, 195, 198, 200, 210, 212, 217, 221, 223, 226, 243, 249, 255, 263, 279, 287, 288, 298, 325, 326, 329, 333, 334, 344, 346, 249, 351, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394, 397, 398, 416, 436, 437, 438, 445, 457, 459, 465, 470, 481, 486, 491, 494, 495, 505, 511, 512, 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, 629, 630, 631, 632, 634, 635, 645, 661, 677, 698, 699, 700, 702, 703, 706, 771, 776 Kit 3 (Our Wine Country Stores) 115, 252, 253, 300, 392, 401, 407, 412, 417, 490, 497, 522, 523, 532, 624, 641, 658 Participating Product LCBO# Product Description Size Price Offer (LTO) th Street Cuvée Brut Rosé 750 ml $27.95 $2.00 Components and Merchandising Instructions Basket Sign Insert Merchandise the participating product in a basket. Install the basket sign insert in the metal holder. Display the fully merchandised basket in the LCBO section across from/near the VQA fixture. Take down once stock is sold out, or by December 30, Central Supply # Period 10 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, with a miracle stick (available at central supply #692012). Take down once stock is sold out, or by December 30, Here is an example of a full merchandised basket in the LCBO section. Central Supply # Key Dates Install: November 26, 2017 Take Down: December 30, 2017 Promotional Support Available Chilled Hot Button Signs should be used on shelf to indicate that the Superstar product is also available in the fridge. Superstar Shelf Talkers should be placed in the fridge to highlight the Superstar products there. Re-order# DMS-OP16-HBW-351

139 Enhanced Trade Tastings Program Key Dates Start Date: November 26, 2017 End Date: December 31, 2017 This is a sold program. Participation is mandatory. Marketing & Product Guide 137

140 Enhanced Trade Tastings Program Give Share Enjoy Overview During Period 10, the spirits supplier listed below will be conducting Enhanced Trade Tastings in selected stores. Please note that these Tasting programs are paid by the supplier and your participation is mandatory. Option 1 Tastings Grand Marnier Stores Date Time Tasting Number Nov PM Dec PM Dec PM Dec PM Dec PM Dec PM Dec PM Dec PM Dec PM Dec PM Dec PM Dec :30AM-3:30PM Dec PM Dec PM Dec PM Dec PM Participating Products LCBO# 1789 Grand Marnier LCBO# Grand Marnier Louis-Alexandre Agent: Gruppo Campari/Forty Creek Distillery 138 Period 10 Components: ONLY LCBO approved supplier-produced items shown below are permitted. Signage is approved for display only during the tasting. Signage Components Image Signage Components Image Portable Tasting Bar Insert Themed Attire Wicker Baskets (Note: Please provide two (2) baskets for product display.) Counter Sign Easel-back 8.5 x 11 signage Stores Date Time Tasting Number Dec PM Dec PM Dec PM Dec PM Dec PM Dec PM Dec PM Dec PM Nov PM Dec :30AM-3:30PM Dec PM Dec PM Dec PM Dec PM Dec PM Table Props (Note: Red table cloth running across top and sides of the table only. Not draped in front) Additional Components Engraving machine at select stores, positioned at the Customer Service Desk (if approved by Store Manager). Customers will have the opportunity to receive custom-engraved Grand Marnier glassware.

141 Participating Stores Column Heading Store # Banner Inserts Food & Drink Table 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 FLS Key H= Deal of the Week (formerly Hero display) T= Thematic Banner Insert Y if store participates in program Number of sold End Aisles and (P)remium or (S)tandard Flight # of signs shipped Number of Regular and Community Extenders in Store (see Sold Space Program Extender Section for a number of participating extender location.) # 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 FF = LCBO stores located in FLS designated areas FF = LCBO FLS designated stores SEE back/inside cover for definitions Marketing & Product Guide 139

142 Participating Stores Give Share Enjoy Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 1 H 20S 45 Y F F 3 8P F 4 10P F 5 H 5P F 6 8S F FF 8 T 5S F 9 T F 10 H 20P 40 Y FF 11 H 5S F 12 T 5P F F 14 8S F 15 H 15P 25 Y F 16 0 F 17 H 10S 30 Y F 18 H F 19 H 15S FF 20 H 8S F 21 H 20P 40 Y H 20S 40 Y H 15S 30 Y FF 24 8S FF 25 8P H 10P F 27 H 15S F 28 T T H 15P 30 Y F 33 H 10S H 15S F 35 H 10P H 15S FF 38 H 20P 30 Y FF H 20P FF 41 H 10S 20 Y FF 42 T H H 10S 25 Y S FF Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 50 H 10S FF 51 H 10S FF F 55 H 10S 20 Y FF 56 T H 15S 25 Y S FF H 15S H 10S F 64 H 10S H 10S 25 Y T FF FF 68 10S S T S H 8S H 10S 20 Y T FF FF 77 T FF FF 79 H 8S H 10S T FF 82 H 10S 20 Y FF 84 T H 10S H 8S T T FF 90 H 10S T FF 92 T F 93 10S T H 10S T S Perimeter Banner Language (FLS) 140 Period 10

143 Give Share Enjoy Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 98 T FF FF 101 H 10S H 10S T FF 104 T F H 15S T T FF 109 T T FF 113 T H 20P 40 Y T T FF 118 T FF FF 122 T FF 123 T FF H 10S FF FF F 128 T F FF 130 H 15S 25 Y H 10S FF 135 T T H H 10P FF P F S S Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 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 FF 165 H 3S F 166 T H 10S F 168 H 10P T T H 20S 25 Y F FF 174 T H 8S T H 15P FF H 15P F F 184 T FF 186 T 8S F 187 H 20S 40 Y H 10S FF 190 H 10S F 191 H 15S 30 Y F FF 194 T H 20S 40 Y F 196 H 3S T Perimeter Banner Language (FLS) Marketing & Product Guide 141

144 Participating Stores Give Share Enjoy Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 198 H 15S 25 Y F H 20S F 201 H 15S FF 205 T H 8S F 208 T H 15S S H 10S 20 Y FF 212 H 15P F 213 T S FF 216 H 8S H 20P 30 Y FF 218 H 10S F 219 T T FF 221 H 10S 20 Y T T T T FF 226 H 20S 30 Y H 10S 20 Y H 15S 25 Y F S T T H 15S 30 Y F S F T FF S T FF 242 H 15S F 243 H 20P FF 244 H 15S FF 246 T T Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 248 H 15P H 10S 20 Y F 250 H 15S 25 Y H 20S 30 Y H 20P 30 Y FF 254 T H 10S F F T T F 263 H 20S 40 Y T H 15S T T H 20S 25 Y F FF 273 T T T H 8S FF 279 H 15S 25 Y F F 281 T T T H 15S FF 288 H 20P 30 Y T T FF T T P F Perimeter Banner Language (FLS) 142 Period 10

145 Give Share Enjoy Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 296 T T H 20P 30 Y T H 15S 30 Y T F 304 T T FF F Y F 311 H 10P S F T T T F 321 H 8S F FF 323 T H 6P F 325 H 15S H 15S 30 Y T FF 328 T H 20P 45 Y F 330 T FF 333 F 334 H 20S F 335 T FF H 10S F 343 5S H 15S 30 Y Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 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 F 369 T FF 371 H 10S F 372 T H 15S 20 Y T FF H 20S 45 Y T T H 15S 30 Y H 15S H 15S 25 Y S FF 385 H 20S FF 386 H 15S 30 Y H 15S FF 388 H 10P F 389 H 15S F 390 H 15P 25 Y H 15S 25 Y H 10S 25 Y H 20P FF 394 H 20P 40 Y FF Perimeter Banner Language (FLS) Marketing & Product Guide 143

146 Participating Stores Give Share Enjoy Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner FF 397 H 15S 30 Y H 15S 40 Y F S FF 401 H 20S 30 Y H 10S H 10S FF FF 407 H 20P 30 Y F S F H 10S 16 Y 40 5 F 412 H 15P 25 Y F T H F 416 H 20S 25 Y F 417 H 15P T T S F F FF FF 425 H 15S 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 Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 444 H 15S F 445 H 15S T T T H 15P FF P T S H 8P 20 Y F 458 H 8S F 459 H 20S 30 Y T T FF H 15S FF 467 H 10S T H 15S 30 Y FF T S H 15P 20 Y F F 485 H Y F P F FF H 10S 20 Y F 491 H 15S 30 Y Perimeter Banner Language (FLS) 144 Period 10

147 Give Share Enjoy Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 492 T F H 15P F 495 H 15S T H 15S 30 Y H 20P F 500 H 10S 25 Y F 501 H 15S T H 20P F FF 507 T FF 509 T 8S H 15S 25 Y F F FF T H 10S F F 520 T H 10P FF P 25 Y H 20P 45 Y T FF FF 527 T H 15P 30 Y 40 6 F 529 T T T F 532 8P FF S F 534 H 10S 25 Y F H 15P 25 Y FF 539 T F 540 H 15S FF Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 542 H 20P 30 Y F 543 T H 10S H 15S 40 Y H 15S F 547 F H 20S H 10S 20 Y S FF 553 H 15P F 554 H 20S 30 Y H 8S F 556 H 15P F H 10S T T T H 10S H 10S F FF 566 H 20P 30 Y H 8P FF 569 H 15S 30 Y F F 572 H 8S F 573 H 10P 25 Y 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 Perimeter Banner Language (FLS) Marketing & Product Guide 145

148 Participating Stores Give Share Enjoy Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner H 10S F 594 T T T F 598 FF 599 T H 15S F 602 H 20S FF 605 H 15S 30 Y H 15S 25 Y T F H 10S H 15S H 8 20 Y 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 40 Y F 632 H 20S 50 Y H 10S 20 Y F 634 H 15S 30 Y S F F S FF F 640 H 10S 25 Y FF 641 H 20S 40 Y F 643 H 10S 20 Y F Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 644 8S F 646 3S F 649 H 15S 25 Y F F 652 H 10S 15 Y FF 653 H 10S 20 Y S FF 655 H 8S 20 Y F 656 H F F 658 H 15S 20 Y H 8S 8 Y F 665 5S F 667 H Y 50 6 F F 670 H Y F F F F H 10S 25 Y FF S F 698 H 15S 30 Y F 699 H 10S 20 Y F 700 H 15S 30 Y F 702 H 15P H 15S 40 Y F 706 H 8S 15 Y H 15S 25 Y F 771 H 15P H 20S 40 Y Perimeter Banner Language (FLS) 146 Period 10

149 Sold Space Program Display Programs Support Programs An electronic version (MS Excel format) of these worksheets is available on the Sales & Marketing Portal Site. Follow the quick link published each week at the top of the Sales & Marketing Newsletter. The Electronic version of the worksheets includes: Retail Price (as of publication date) Agent Names The products participating in the Deal of the Week Display and the sold End Aisles are included in the Display Programs Participating Products Table. Marketing & Product Guide 147