Trade Copy. Period 6: Marketing & Product Guide

Transcription

1 Period 6: Marketing & Product Guide August 19, 2018 September 15, 2018

2 My Store # Period 6 Marketing & Product Guide Participating DONE Letter from Todd Bliss 1 What s Happening in PT6 2 Signage Gallery 3 Advertising & Online Exclusive Offers 6 Brand Spotlight Programs 10 Brand Spotlight Entrance Table 11 Brand Spotlight Feature Fixture 13 New & Seasonal Feature Fixture 17 Brand Spotlight Front Nesting Table 21 Brand Spotlight Middle Nesting Table 23 Deal of the Week 25 Labour Day Long Weekend Super Sale 27 Mini Thematic A & B 29 Ready-to-Drink Block Pile eady 31 The Cold Room Spirits Display 33 Beer Excitement Zone 34 Beer Programs 37 Special Promotions Fixture 40 Participating DONE Gifting Year Round Signage 42 Front End Merchandiser 44 Spirited Picks Basket Display 46 Shopping Cart Sign 47 Social Responsibility In-Store Signage & Exterior Springer Sign 48 One-Day Only AIR MILES Promotion 50 Ontario Wines 52 Vintages 58 Wine Fridge 62 Whisky Shop 63 On Shelf 64 Sold Space Program 66

3 Dear Colleagues, We've heard many positive feedback from you about the improved PT5 Marketing & Product Guide! We will continue to improve and evolve our merchandising communication to better serve your needs. The layout of the guide follows our customer's footsteps and brings our key features into focus as these are critical in our execution. This includes our three Brand Spotlights displays: Entrance Table, Front Nesting Table and Middle Nesting Table. These displays are prominently located in your store's aisle. We continue to capitalize our Feature Fixture Space (New and Seasonal product Fixture) with the Lets Cocktail display from PT5 will reduce your workload, as well as drive sales. To wrap up a successful summer, for the Labour Day Super Sale, we will use the A-Frame Fixture to showcase participating products. If your store doesn't have this fixture, please set up cut-case displays to drive sales. Merchandising Tips (Things to look for as you execute programs) Negative Space We purposely use negative space between products to reduce inventory levels and create a clean display. Also, we group products together to create powerful product blocks. Gift Solutions You can move products to the top of the fixture, while the bottom shelves can be used for gifting vessels. Also, you can utilize the Vintages tables to drive sales by filling up the wooden boxes. Thank you for your effort, and look forward to seeing your clean and well-organized displays. Todd Bliss, Director, Customer Experience, LCBO

4 What's happening in PT6 BRAND SPOTLIGHT PROGRAMS 10 LABOUR DAY LONG WEEKEND SUPER SALE During the Labour Day Long Weekend, we are offering our customers some BIG savings. We will be featuring 4 products on a limited time offer from August 30 September 5. These special LTO prices are valid in ALL stores while supplies last. AIR MILES ONE-DAY ONLY SALE To entice Air Miles collectors and to increase sales, we are offering one-day BAM offer. Spend $100 and get 50 Bonus Air miles on Saturday, September 15, Period 6

5 Period 5-6 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. French Language Services 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 our signage SHOP LCBO.COM Exclusive products and FREE shipping to store Signage Period 5-6 Perimeter Banners are not part of PT5 strategy. Please store ceiling hangers for use in future promotions. MAGAZINEZ À LCBO.COM Produits exclusifs et livraison GRATUITE à nos succursales Marketing & Product Guide 3

6 Exterior Banners 43½ w x 90 h Install: Exterior on building. Exterior Transparency 28 w x 45 h Install: Only for stores #452, #538, #568. Perimeter Transparency Square 28 ½ w x 28 ½ h Vendor installed (July 22 to July 25) Re-order# 19P5-EB1 Re-order# 19P5-EB4 Perimeter Transparency Vertical 28 w x 54 h Vendor installed (July 22 to July 25) Re-order# 19P5-TV10 Back Lit Tasting Bar Sign / 16 w x 32 9 / 16 h Install: In the frame on the portable Tasting Bar. Re-order# 19P5-TV7 Perimeter Transparency Horizontal 45 w x 28 h Vendor installed (July 22 to July 25) Re-order# 19P5-TH4 Re-order# 19P5-TS1 Window Show Cards Dimensions: 28 w x 45 h Install: In the windows on the hanger. Re-order# English 19P5-WS1 Bilingual 19P5-WS2 Seasonal Banner Insert 20 w x 70 h Install: In the Thematic Banner Stand (store entrance). 4 Period 6 Re-order# 19P5-TB1 Re-order# 19P5-SB1

7 End Aisle Participating Products Please refer to the Period 6 End Aisles section for participating products. End Aisle 1-10 Backer Cards 19P6-BC1 19P6-BC2 19P6-BC3 *19P5-BC12 (Generic) 19P6-BC5 *19P5-BC12 (Generic) 19P6-BC7 19P6-BC8 19P6-BC9 19P6-BC10 * Stores are to print out shelf talkers for End Aisle #4 and End Aisle #6. End Aisle Generic Backer Cards Generic Backer card English/Bilingual (Re-order # 19P5-BC12) End Aisle Blade Sign Install on every other End Aisle (#2, #4, #6, #8) Fold Card at crease before inserting into End Aisle slot so it will remain stable. Insert it behind Backer Card. Re-order# ENG 19P5-BC13 BIL 19P5-BC14 Marketing & Product Guide 5

8 ADVERTISING & ONLINE EXCLUSIVES Period 6 LCBO Flyer for Weeks 1 & 2 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. Drop Dates Week 1: (August 23, 2018) Week 2: (August 30, 2018) Signage Components LCBO Flyer Self Merchandiser Insert ENG (Re-order #19P5-BWF1) BIL (Re-order #19P5-BWF2) Publications Refer to the Online Worksheets for publication list. Merchandising Instructions The flyer will be distributed in all stores, community papers across the province and in the Flipp app. Stores will receive copies of the flyer and are required to merchandise them using the selfmerchandiser during the release week, or until inventory is depleted. The self-merchandiser should be located at the front of the store where space permits, close to the Deal of the Week display or close to shopping carts. Stores will receive 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 Week 1 & Week 2 Participating Products: Refer to the Online Worksheets for participating product list. 6 Period 6

9 Top Pick under $10.95 Perpendicular Shelf Talker All Stores will receive a bundle of 30 Perpendicular Shelf Talkers each period to support the Top Pick under $10.95 wines story. These shelf talkers should be merchandised in front of participating products. Key Dates (August 19 - September 15) Participating Stores All Stores Participating Products LCBO # Description Size (ml) Julia Florista White Navip Riesling Cesari Adesso Chardonnay D'Italia Fantini Farnese Chardonnay Yellow Tail Sauvignon Blanc Two Oceans Sauvignon Blanc Fuzion Chenin-Chardonnay Naked Grape Pinot Grigio Rebellion Pinot Grigio Naked Grape Chardonnay 750 Signage Components Perpendicular Shelf Talker (Re-order #DMS-19P5-ST15) 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. Please install the perpendicular shelf talker in front of the corresponding wine products using the perpendicular shelf talker clip (PSTC201404). Marketing & Product Guide 7

10 Radio Ads Duration Description August 20 September 15 Digital Ads E-Commerce awareness ad (no product) LCBO mobile app download ad (no product) mylcbo acquisition ad (no product) Promotion Duration LCBO# Description Size (ml) Offers Brand Spotlight Grey Goose August 20 September 15 (product TBD) Brand Spotlight Jim Beam August 20 September 15 (product TBD) E-Comm Spot August 20 September 15 (no product) Super Sale/Deal Of The Week August 30 September 5: Patron Silver Tequila 750 $10.00 LTO Deal Of The Week September 6 12: Masi Bonacosta Valpolicella Classico 750 $3.50 LTO 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. Products Date LCBO# Description Size (ml) Value Add August 22, Villa Blanche Chardonnay Calmel & Joseph September 5, 2018 TBD 3 x 750 Purchase 3 bottles of and receive 2 Riedel glasses for free 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. 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 Size (ml) Wine Style Robertson Winery Chenin Blanc 750 ml Aromatic & Flavourful Tocado Grenache 750 ml Medium-bodied & Fruity 8 Period 6

11 For Period 6, we will not be printing More Food & Drink magazine. However, our summer Food & Drink content is available online. Please note: this applies to More Food & Drink only. Food & Drink magazine will continue to be a print magazine. The Autumn issue will be available in stores and online on September 12. Note that there will not be a Food & Drink Table in Period 6. To the right is a sample of what the Food & Drink digital content looks like: Summer Features Online BBQ Leftovers Bottled Wine Cocktails Potluck Summer That s the Spirit! Please direct customers to visit to find a selection of curated content. Important Dates Food & Drink Magazine Autumn Issue Available in stores and online September 12, 2018 Food & Drink Magazine Holiday Issue Available in stores and online November 14, 2018 Marketing & Product Guide 9

12 Brand Spotlight Programs There are three table display points, as well as an A-Frame Fixture and Feature Fixture, for the Brand Spotlight Program; most stores will have one or two display points, and some larger stores may have all displays. Going forward, these displays will be referred to by their respective fixture names: Entrance Table Front Nesting Table Middle Nesting Table A-Frame Fixture Feature Fixture Middle Nesting Table Front Nesting Table A-Frame Fixture Entrance Table Store Floor Plan Example - Rectangle Layout Feature Fixture Middle Nesting Table Front Nesting Table A-Frame Fixture Entrance Table Feature Fixture Store Floor Plan Example - Angle Layout 10 Period 6

13 Brand Spotlight ENTRANCE TABLE (formerly known as the Promo Table) The Entrance Table is one of the most visible displays in the store. There are two types of the entrance table - square (formerly known as the promo table) and round (available at new stores only). This is a sold program. Participation is mandatory. During Period 6, the fixture features Jose Cuervo products, perfect for Margarita s. All participating stores will receive a table sign and preprinted shelf talkers. Key Dates (August 19 - September 15) Participating Stores 4, 5, 6, 15, 17, 19, 21, 34, 35, 36, 40, 55, 64, 85, 95, 97, 102, 106, 148, 149, 150, 164, 168, 171, 191, 207, 211, 226, 228, 233, 243, 249, 250, 252, 265, 279, 288, 298, 300, 310, 325, 326, 334, 344, 355, 359, 360, 361, 367, 370, 378, 385, 386, 391, 392, 393, 394, 398, 407, 412, 417, 427, 428, 431, 437, 443, 445, 452, 459, 470, 486, 489, 491, 495, 497, 505, 511, 523, 532, 534, 536, 540, 542, 544, 545, 549, 551, 553, 554, 555, 569, 573, 575, 580, 587, 590, 593, 601, 602, 609, 617, 619, 624, 627, 632, 639, 640, 641, 643, 645, 651, 652, 658, 661, 684, 694, 700, 702, 706, 743, 776 Participating Products LCBO# Description Size (ml) Tasting Notes Jose Cuervo Especial Silver Tequila Jose Cuervo Especial Gold Tequila Jose Cuervo Tradicional Reposado Tequila Maestro Dobel Tequila 750 Founded in 1795, Jose Cuervo Especial is the number one selling tequila in the world and makes the best tasting margaritas. A blend of Reposado and younger tequila resulting in a very well balanced smooth tequila perfect for cocktails. Colour: (Silver) Clear colourless (Gold) Light, gold hue Aroma: Sweet, with pleasant agave notes Flavour: Sweet, subtle agave, hint of oak and vanilla Finish: well balanced, short and smooth Perfect Serve: The Cuervo Margarita. Winner of Mexico s most prestigious spirits competition, Jose Cuervo Tradicional is made from 100% Weber blue agave and is a double distilled Reposado tequila aged up to one year in oak barrels. Tradicional is the original tequila and the family s distillery, La Rojena is still found on the same land. Colour: Straw coloured with a bright glossiness Aroma: Blue agave, herbaceous, subtle citrus notes Flavour: Spice and sweet balance with fruit overtones Finish: Sweet and refreshing Perfect Serve: The Jose Cuervo Tradicional Grapefruit Paloma cocktail Maestro Dobel Tequila is sourced from a single estate and crafted with 100% Weber blue agave. It is double distilled, matured in Eastern European white oak barrels and filtered for exceptional smoothness and clarity. Colour: Crystal clear Aroma: Mild oak, touch of vanilla Flavour: Citrus and prickly pear Finish: Smooth, crisp, clean Perfect Serve: Straight or on the rocks and garnished with a lime. Marketing & Product Guide 11

14 Signage Components Entrance Table Sign (Re-order # DMS-19P6-ET1) Shelf Talkers (Re-order # DMS-19P6-ET2) Merchandising Instructions Products will be force-allocated to all participating stores. Please review your floor plan and ensure the fixture is by the entrance of your store. Merchandise the participating products according to the planogram. Install preprinted shelf talkers in front of each participating products. Install the Table sign. Maintain a full display for the duration of the promotion. Planogram - Round Table Planogram - Square Table Facings: 2x Facings: 2x Facings: 3x Facings: 3x Facings: 3x (Back) Signage (Front) (Back) Signage Facings: 3x Facings: 3x Facings: 3x Facings: 2x Facings: 2x Facings: 3x Facings: 3x (Front) 12 Period 6

15 Brand Spotlight FEATURE FIXTURE During Period 6, participating stores will feature cocktail recipe options - one stop shopping for our customers. It is imperative that stores follow the planogram in order to feature these products and recipe boxes effectively. This is a sold program. Participation is mandatory. Key Dates (Period 5 - Period 6) Please continue to merchandise participating products and signage until the end of PT6. Participating Stores Stores with 8 Ft. fixture 6, 10, 21, 22, 23, 25, 31, 41, 49, 55, 57, 63, 74, 82, 93, 98, 106, 130, 139, 144, 145, 150, 153, 175, 195, 201, 209, 211, 221, 227, 228, 234, 243, 248, 250, 252, 263, 278, 279, 300, 310, 326, 344, 351, 359, 360, 370, 371, 385, 390, 391, 392, 394, 398, 401, 404, 411, 412, 428, 436, 438, 443, 453, 481, 485, 489, 490, 495, 497, 500, 539, 540, 544, 546, 551, 554, 555, 564, 571, 575, 580, 585, 602, 609, 618, 623, 633, 640, 649, 652, 653, 654, 655, 660, 661, 667, 670, 684, 698, 702, 703, 706, 741 Stores with 12 Ft. fixture 19, 44, 62, 156, 164, 207, 269, 325, 334, 367, 387, 445, 465, 511, 536, 549, 614, 617, 634, 743 For Urban stores 639 and 697: Please do not install category signs in your magnetic fixture. No category signs should be installed in the top of the fixture. Please install all other signage for this program. Participating Products LCBO# Description Size (ml) Offers Box Sign Flavours Ketel One Vodka Bulleit Bourbon Tanqueray London Dry Gin Smirnoff Vodka Crown Royal Deluxe Canadian Whisky Captain Morgan Original Spiced Tanqueray Rangpur 750 $2.00 LTO 2691 Tanqueray London Dry Gin 750 Lemon Lemon Cucumber Mint Ketel One Citroen Ciroc Red Berry Spirit Drink 750 White Peach 1099 Johnnie Walker Red Label Scotch Whisky 750 $2.00 LTO N/A 7UP Lemon Lemon Sparkling Lemonade* 355 Free with purchase *Breakthrough representatives delivered the 7UP Lemon Lemon Sparkling Lemonade to all participating stores at the start of Period 5. If your store runs out of 7UP Lemon Lemon Sparkling Lemonade or requires more, please contact your Breakthrough representative. At the end of promotion, the residual 7UP Lemon Lemon Sparkling Lemonade will be picked up by Breakthrough representatives. Signage Components Category Sign (Re-order # 19P5-SF1) Box Signs (Re-order # 19P5-SF4) In-section Perpendicular Shelf Talkers & Blade Signs (Re-order # 19P5-SF5) Branded Shelf Talkers (Re-order # 19P5-SF6) Marketing & Product Guide 13

16 Merchandising Instructions Products were force-allocated to all participating stores at the start of P5. When merchandising the participating products, 7UP Lemon Lemon Sparkling Lemonade & recipe boxes, please display them as portrayed in the planogram (see Images). In order to maintain a consistent merchandising message across all stores, please do not add or remove facings to these products. Planogram - 12 Ft. Fixture Please maintain an impactful display throughout the duration of the promotion. For the Seasonal Rosé wines, as these products will be merchandised for several periods, ensure that the products are displayed as per the planogram and that facings are maintained. Blade signs and Perpendicular Shelf Talkers are merchandised In-Section ONLY. Please do not install them on Feature Fixture. In-section Blade Signs + Perpendicular Shelf Talkers 14 Period 6

17 PT6 Feature Fixture Marketing & Product Guide 15

18 Planogram - 8 Ft. Fixture 16 Period 6

19 New & Seasonal FEATURE FIXTURE (Non Brand Spotlight Stores) Stores that are not participating in the Brand Spotlight Feature Fixture Program, will receive a new set of signage with seasonal colours this period. Please continue to merchandise New and Seasonal Products on this fixture as suggested by theme and corresponding signage. Key Dates (August 19 - September 15) Participating Stores 1, 4, 5, 15, 17, 18, 27, 33, 36, 38, 40, 50, 51, 64, 65, 70, 83, 84, 95, 97, 115, 125, 132, 148, 149, 154, 168, 171, 175, 187, 191, 198, 200, 201, 212, 217, 226, 229, 233, 237, 244, 248, 253, 260, 265, 270, 276, 286, 288, 295, 298, 329, 340, 341, 346, 353, 355, 361, 368, 373, 378, 381, 383, 384, 386, 388, 393, 397, 402, 407, 416, 417, 420, 425, 427, 431, 432, 437, 449, 452, 456, 457, 459, 469, 470, 474, 477, 483, 491, 494, 499, 505, 509, 516, 522, 523, 526, 528, 532, 534, 537, 538, 542, 545, 550, 553, 556, 559, 566, 569, 573, 579, 587, 590, 593, 599, 601, 605, 616, 619, 624, 627, 629, 630, 631, 632, 635, 638, 640, 641, 642, 644, 645, 646, 651, 657, 658, 665, 671, 677, 685, 694, 695, 699, 700, 771, 776 Signage and Re-order Information In an effort to make merchandising easier we have provided recommendations. Please merchandise the products under the specified theme. A staff picks box sign option has also been provided for stores to merchandise based on their discretion. 1. Category Sign (English/Bilingual Blank) Re-order# 19S5-SF1 Use the fixture sign with 2. On Shelf box signs Re-order# 19S5-SF2 Please use the box signs as required to merchandise products for each specific theme Marketing & Product Guide 17

20 Upcoming Product Release Schedule Period 6 LCBO# Description Retail Size (ml) BACKYARD WHITES Fuzion Organic Chardonnay Torrontes $ Novas Gran Reserva Sauvignon Blanc Organic $ Crimes Hard Chardonnay $ Angove Organic Chardonnay $ Martini Prosecco Sparkling $ Villa Conchi Brut Seleccion $ Rigamarole White Blend VQA $ Santa Julia Pinot Grigio del Mercado $ Prospect Winery Chardonnay VQA $ Peninsula Ridge Pinot Grigio VQA $ Magnotta Pinot Grigio Venture Series VQA $ Fern Walk Sauvignon Blanc VQA $ Jacob's Creek Moscato Can $ FABULOUS NEW FINDS Giffard Ginger Des Indes $ Giffard crème de pamplemousse $ Alacran Mezcal $ Ramazzotti Aperitivo Rosato $ Aguamiel Tequila % Agave $ Cazcabel Reposado Tequila $ Tequila Padre Azul Silver $ Malibu Lime $ Captain Morgan Loconut $ Tres Agaves Reposado Tequila $ Arta Silver Tequila $ Corralejo Reposado Tequila $ Montelobos Mezcal Joven $ Cookies and Crazy Cream Liqueur $ Marshmallow Pop Cream Liqueur $ Blue Nectar Tequila Reposado Extra Blend $ Tanqueray Malacca $ Stoli Crushed Mango $ Bacardi 4 YO $ Bacardi 10 YO $ Blue Chair Bay Rum Banana Cream $ Astral Tequila Blanco $ Sombra Jova Mezcal $ Martini Riserva Bitter $ Anejo Tequila $ Patron Citronge Extra Fine Mango Liqueur $ Barista $ Period 6

21 Upcoming Product Release Schedule Period 6 LCBO# Description Retail Size (ml) Marca Negra Espadin Mezcal $ Coors Light Portable Cooler $ Beau s Cavalier Bleu $ Leinenkugels Lemon Shandy $ Goose Island Midway ISA $ Flying Monkeys Milkshake IPA $ Miller High Life $ Amsterdam Space Invader $ Goose Island 312 $ Lost Craft Unifye $ DINNER PAIRINGS Casillero del Diablo Reserva Privada Cabernet Sauvignon $ Cono Sur Organic Cabernet Sauvignon Carmenere Syrah $ The Vinecrafter Cabernet Sauvignon $ Smoky Bay Cabernet Sauvignon $ Speak No Evil Organic Shiraz $ Les Cotilles, Pinot Noir $ Yvon Mau Cabernet Sauvignon IGP $ BAF Heritage du Conseiller Pinot Noir $ Les Tannes en Occitanie Merlot IGP $ Pere et Fils Merlot IGP $ Domaine De Serame Cab Sauv Pay D'Oc Igp Organic $ Mommessin Chateauneuf du Pape Bonus Passus $ Carnivor Zinfandel $ Rigamarole Red Blend VQA $ Inniskillin Late Autumn Riesling VQA $ Prospect Winery Cabernet-Merlot VQA $ Pondview Cabernet Merlot VQA $ Château Des Charmes Cabernet Merlot VQA $ Magnotta Cabernet Sauvignon Venture Series VQA $ Romeo Peach Bellini- SEASONAL $ La Vida en Colores - Blue Hawaii - SEASONAL $ Montevides Sangria Premium Red - SEASONAL $ Lolea No1 Red Sangria- SEASONAL $ Radio Boka Summer Sangria - SEASONAL $ IT'S ROSÉ SEASON Cotes Du Roussillon Rose Miraflors MARIUS Rose Pays D'Oc OPEN Rose Sandbanks Rose Perrin La Vieille Ferme Rose Ventoux Aoc* Terres de Saint Louis Rose AOC Varois en Provence 750 Marketing & Product Guide 19

22 Upcoming Product Release Schedule Period 6 LCBO# Description Retail Size (ml) Folonari Pink Pinot Grigio JP Azeitao Syrah Rose Sogrape Gazela Vinho Verde Rose Giovello Rose Campo Viejo Tempranillo Rose Radio Boka Rose Francois Dulac Cotes de Provence Cote Bleu, Mediterranee Rose Astica Malbec Rose Casillero del Diablo Rose Cotton Candy Rose Henry of Pelham House Wine Co. Pink Henry of Pelham Sibling Rivalry Pink Trius Rose Josh Cellars Rose Black Cottage Rose The Beachhouse Rose Apothic Rose FRESH Possibilities Sparkling Rose 750 Rosé Program This year s Rosé program is a collection of 26 products of which 8 products are new to the LCBO. These wines cover a range of style profiles and sweetness levels (extra dry to sweet), as well as price points. This is not a sold space program. All participating stores will be forced products. Not all stores will receive all products. The participating products are not to be merchandised on shelf and the 1-in/1-out rule does not apply. Products will also be excluded from the actual SKU count on the Flash Report and should not be included on the Backroom Tracker. Seasonal & New Product Fixture: Stores participating in the Seasonal Rosé Program should merchandise products (minimum of 3 facings each) on the Feature Fixture (Seasonal & New Product Fixture) using the It s Rosé Season box sign. Do not delist the products that are forced. They will be corporately delisted at the end of Period Period 6

23 Brand Spotlight FRONT NESTING TABLE During Period 6, this fixture features Grey Goose. The Front Nesting Table is one of the most visible displays in the store. This is a sold program. Participation is mandatory. Key Dates (August 19 - September 15) Participating Stores 1, 4, 10, 21, 22, 23, 31, 35, 38, 41, 51, 55, 74, 82, 102, 115, 130, 149, 150, 156, 164, 187, 198, 212, 217, 227, 243, 248, 250, 253, 263, 265, 279, 287, 298, 310, 326, 329, 334, 346, 351, 355, 359, 367, 371, 373, 378, 390, 391, 392, 393, 394, 398, 401, 404, 411, 412, 416, 417, 428, 436, 438, 445, 453, 459, 485, 486, 489, 490, 495, 497, 499, 500, 522, 523, 528, 542, 544, 545, 554, 556, 573, 575, 579, 580, 584, 585, 587, 590, 602, 618, 619, 623, 624, 627, 631, 632, 633, 640, 641, 643, 649, 652, 653, 655, 661, 667, 670, 699, 702, 741, 771 Nesting Table End Aisle (following stores uses an end aisle, instead of a table for this program) 98, 370, 483, 684, 743 Participating Products LCBO# Description Size (ml) Offers Grey Goose Vodka Grey Goose Riviera Limited Edition 750 FREE Martini Prosecco Sparkling DOC 750 ml with purchase of Grey Goose 750 ml or St-Germain Elderflower Liqueur 750 Grey Goose Riviera Limited Edition 750 ml. Value Add: Martini Prosecco Sparkling DOC* 750 *Value Add: Martini Prosecco Sparkling DOC will be shipped to stores with the plastic rings attached to the neck of the bottle. Store staff will be responsible for affixing the Grey Goose to the plastic rings on the Martini Prosecco bottles. Signage Components Front Nesting Table Sign (Re-order #DMS-19P6-FNT1 ) Box Sign (Re-order # DMS-19P6-FNT2) Shelf Talkers (Re-order #DMS19P6-FNT3) Perpendicular Shelf Talkers (Re-order #DMS-19P6-FNT4) Merchandising Instructions Products will be force-allocated to all participating stores. Stores are required to merchandise the Grey Goose on the displays as per the planogram. If you have concerns regarding shrink potential, contact your DM. Install preprinted shelf talkers in front of each participating products. Install the perpendicular shelf talkers in-section using the perpendicular shelf talker clip (PSTC201404). Install table sign and box signs. NEW Undertable Inserts Remove flat under table insert from shipping carton. Assemble in an upright position. Fold-over lips at the top of the box for stability. Align end of box to the other end of the box. Peel backing off double sided tape. Attach with care. Insert completed boxes under the table as per planogram. Encourage staff to view assembly video posted to the portal. Link to be provided in an upcoming Customer Experience newsletter. End Aisle Backer Card (Re-order # DMS-19P6-FNT5) Undertable Insert 7ft - Large (Re-order #DMS-19P6-FNT6) Undertable Insert 7ft - Small (Re-order #DMS-19P6-FNT7) Undertable Insert 5ft - Large (Re-order #DMS-19P6-FNT8) Undertable Insert 5ft - Small (Re-order #DMS-19P6-FNT9) Marketing & Product Guide 21

24 3 oz Grey Goose vodka ½ oz St-Germain Elderflower Liqueur 5 oz freshly squeezed grapefruit juice 4 oz Martini Prosecco Sparkling DOC Grapefruit wedges, for garnish _ Fill an oversized Cabernet wine glass with lots of ice. Add vodka and elderflower liqueur. Then add grapefruit juice. Top with Prosecco. Stir and garnish with grapefruit wedges and a stir stick. Makes 1 cocktail 7Ft Nesting Table Planogram For stores that have end tables *Value Add Martini Prosecco Sparkling DOC will be shipped to stores with the plastic rings attached to the neck of the bottle. Store staff will be responsible for affixing the Grey Goose to the plastic rings on the Martini Prosecco bottles. Nesting Table End Aisle Planogram Participating Stores: 98, 370, 483, 684, 743 FRENCH SUNRISE Undertable Inserts Remove flat under table insert from shipping carton. Assemble in an upright position. Fold-over lips at the top of the box for stability. Align end of box to the other end of the box. Peel backing off double sided tape. Attach with care. Insert completed boxes under the table as per planogram. Encourage staff to view assembly video posted to the portal. Link to be provided in an upcoming Customer Experience newsletter. FREE WITH PURCHASE 5Ft Nesting Table Planogram For stores that do not have end tables 22 Period 6

25 Brand Spotlight MIDDLE NESTING TABLE (formerly known as Food & Drink) During Period 6, this fixture features Jim Beam Bourbons. All participating stores will receive large and small table signs, box signs, perpendicular shelf talkers and preprinted shelf talkers. This is a sold program. Participation is mandatory. Key Dates (August 19 - September 15) Participating Stores 1, 4, 10, 15, 17, 21, 22, 25, 31, 38, 41, 44, 51, 55, 65, 74, 82, 115, 130, 148, 149, 150, 156, 164, 171, 187, 191, 195, 198, 209, 211, 217, 221, 226, 227, 228, 233, 243, 248, 250, 252, 253, 263, 279, 288, 298, 300, 310, 326, 329, 334, 344, 346, 351, 355, 359, 361, 373, 378, 381, 383, 390, 391, 394, 397, 398, 401, 404, 407, 411, 412, 427, 436, 437, 438, 443, 445, 457, 459, 470, 481, 485, 486, 489, 490, 491, 497, 500, 522, 523, 536, 542, 551, 554, 566, 569, 573, 575, 579, 580, 585, 587, 590, 602, 605, 609, 618, 619, 623, 624, 627, 630, 631, 632, 633, 634, 640, 643, 649, 652, 653, 655, 658, 661, 670, 694, 698, 699, 700, 702, 703, 706, 741, 776 Participating Products LCBO# Description Size (ml) Jim Beam White Jim Beam White Jim Beam Black Jim Beam Double Oak Jim Beam Vanilla Maker's Mark Maker's Mark Knob Creek Basil Hayden Basil Hayden Dark Rye 750 Signage Components Shelf Talkers (Re-order#DMS-19P6-MNT1) Perpendicular Shelf Talkers (Re-order# DMS-19P6-MNT2) Large Enhanced Sign Kit (Re-order# DMS-19P6-MNT4) Small Enhanced Sign Kit (Re-order# DMS-19P6-MNT5) Box Signs (Re-order #DMS19P6-MNT8) Merchandising Instructions Products will be force-allocated to all participating stores. Please review your floor plan and ensure the fixture is in the middle of power aisle. Merchandise the participating products according to the planogram. Install preprinted shelf talkers in front of each participating products. Install the perpendicular shelf talkers in-section using the perpendicular shelf talker clip (PSTC201404). Install the Table sign. Maintain a full display for the duration of the promotion. Marketing & Product Guide 23

26 Facings: 2x Facings: 2x Facings: 1x1 Box Sign Facings: 3x Facings: 4x Facings: 4x Facings: 3x Facings: 4x Facings: 4x Signage Facings: 3x Facings: 3x Facings: 3x Facings: 4x Facings: 4x Facings: 3x Facings: 1x1 Box Sign Facings: 3x Period 6

27 DEAL OF THE WEEK 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. This is a sold program. Participation is mandatory. Key Dates (August 23 - September 19) 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, 83, 84, 85, 86, 90, 95, 101, 102, 106, 115, 125, 130, 132, 139, 140, 143, 148, 149, 150, 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, 312, 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, 403, 404, 407, 411, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 436, 437, 438, 443, 444, 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, 585, 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, 670, 684, 685, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776 Participating Products Duration LCBO# Description Size (ml) Offers Week 1 August 23 - August Nobilo Sauvignon Blanc 750 $4.00 LTO Week 2 August 30 - September Patron Silver Tequila 750 $10.00 LTO Week 3 September 6 - September Masi Bonacosta Valpolicella Classico Doc 750 $3.50 LTO Week 4 September 13 - September Absolut Vodka* 750 $1.25 LTO Value Add: Somersby Cider *Value Add: Participating stores will be provided with Somersby Cider that are free with purchase of Absolut Vodka 750 ml. Stores are to merchandise the value add beside the product. If your store runs out of the Somersby Cider, please change to the non-value add version of the Display. Signage Components Week 1 Banner Insert ENG (Re-order #19P6-DW1) / BIL (Re-order #19P6-DW23) Week 2 Banner Insert ENG (Re-order #19P6-DW2) / BIL (Re-order #19P6-DW24) Week 3 Banner Insert ENG (Re-order #19P6-DW3) / BIL (Re-order #19P6-DW25) Week 4 Banner Insert ENG (Re-order #19P6-DW5) / BIL (Re-order #19P6-DW18) Week 4 Value Add Banner Insert ENG (Re-order #19P6-DW4) / BIL (Re-order #19P6-DW26) Deal of the Week Pricer Cards (Re-order #19P6-DW6) Deal of the Week Shelf talkers (Re-order #19P6-DW10) Merchandising Instructions Merchandise corresponding banner insert sign into the Metal Stand. Merchandise corresponding pricer card in front of product. Maintain a full display for the duration of the promotion. Marketing & Product Guide 25

28 Week 1 (August 23 - August 29) 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 All Stores Week 2 (August 30 - September 5) Week 3 (September 6 - September 12) 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. Signage Components Generic Cut Case Backer card (Re-order #DMS-19S5-SDW1) Riser Wrap (Re-order #DMS-19S5-SDW2) Save Big Pricer Cards (Re-order #19P6-DW6) Case Savings Pricer Cards (Re-order #19P6-DW10) Week 4 (September 13 - September 19) Cut-case display Cut-case display (Case Savings) Merchandising Instructions (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. 26 Period 6

29 Labour Day Weekend SUPER SALE AUGUST 30, SEPTEMBER 5, 2018 This is a sold program. Participation is mandatory. All stores will receive a Mini-Backer Card and Riser Wrap to support this sale event. Select stores will also receive Case Savings Mini-Backer Cards to drive sale of the participating wines by the cases. A-frame stores will receive an A-frame sign to support the program using this fixture. Please order sufficient inventory of participating products in anticipation of increased sales. Key Dates (August 30 - September 5) Participating Stores All Stores Participating Products LCBO# Description Size (ml) Offers Bota Box Cabernet Sauvignon 3000 $8.00 LTO Crown Royal Apple 750 $3.00 LTO Bombay Sapphire East 750 $5.00 LTO Small Gully The Formula Robert's Shiraz 750 $4.00 LTO Bolla Pinot Grigio Delle Venezie 750 $3.00 LTO Signage Components Regular Backer card (Re-order #DMS-19P6-SS1) Case Savings Backer card (Re-order #DMS-19P6-SS2) Riser Wrap (Re-order #DMS-19P6-SS3) Pricer Cards ENG (Re-order #DMS-19P6-SS4) / BIL (Re-order #DMS-19P6-SS5) Shelf Talkers (Re-order #DMS-19P6-SS6) Bin Ticket Extension (Re-order #DMS-19P6-SS7) A-Frame Sign (Re-order #DMS-19P6-SS8) Cut Case Display Cut Case Display (Case Savings) Marketing & Product Guide 27

30 Merchandising Instructions Cut Case Block Pile Display Use the mini backer card and riser wrap to build a display (near the front of the store) with the participating products. In addition to the Super Sale Mini-Backer Card Display, please use the Case Savings sign and riser wrap to build a display with the participating wine products. Merchandise the Pricer Cards in front of the corresponding products. A-Frame Display Install the fixture sign on top of the A-frame fixture, and install the pre-printed shelf talkers in front of each participating products. A-Frame display A-Frame Planogram Front View A-Frame Planogram Back View 28 Period 6

31 MINI THEMATIC A & B This is a sold program. Participation is mandatory. If a store is bringing in additional inventory to support the Key Dates (August 19 - September 15) program, the 1 in/1 out rule does not apply during the promotional periods. This is a supplier paid program and stores must The Promotional Fixtures must be fully merchandised at all times. merchandise all nine (9) SKU's on the Mini Thematic If a store decides to list a featured product AFTER the Promotional Fixture Ends. promotional Period has concluded, the 1 in/1 out rule does apply. Participating Stores 1, 4, 5, 10, 14, 15, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 47, 50, 51, 55, 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, 150, 153, 154, 155, 156,164, 168, 171, 179, 182, 187, 188, 190, 191, 192, 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, 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, 404, 407, 411, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 436, 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, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 585, 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, 660, 661, 667, 670, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776 Mini Thematic A "Tequila Cocktails for Summer" Participating Products Shelf Position Box Signs LCBO# Product Description Size (ml) Top Middle Bottom Perfect in a Paloma Silver Tequila Tequila Tromba Blanco El Jimador Tequila Reposado Cazadores Reposado Tequila 750 Reimagine the Margarita Tequila Don Julio Blanco Sauza Hornitos Reposado Tequila 750 Keep it Neat Espolon Tequila Reposado Patron Reposado Tequila Casamigos Tequila Anejo 750 Merchandising Instructions Merchandise participating products according to the planogram. Install category sign. Install preprinted shelf talkers in front of each participating product. Merchandise perpendicular shelf talkers in-section using the perpendicular shelf talker clip (PSTC201404). Alternate box signs 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. Signage Components Promo Fixture Sign Long (Re-order #DMS-19P6-MT1) / Short (Re-order #DMS-19P6-MT2) Shelf talkers (Re-order #DMS-19P6-MT3) Perpendicular Shelf Talkers (Re-order # DMS-19P6-MT4) Box Signs (Re-order # DMS-19P6-MT12) Marketing & Product Guide 29

32 Mini Thematic B "Get Your Grill On with Aussie Wines" Participating Products Shelf Position Box Signs LCBO# Product Description Size (ml) Top Middle Bottom Lamb Burgers Shrimp Vin Vale Shiraz Bad Henry Shiraz Food Truck Shiraz Crimes Cabernet Sauvignon Wolf Blass Yellow Label Cab Sauv Angove Cab Sauv McGuigan Black Label Pinot Grigio Jacob's Creek Reserve Chardonnay Yalumba Y Series Viognier 750 Signage Components Promo Fixture Sign (Re-order # DMS-19P6-PFW1) Shelf talkers (Re-order # DMS-19P6-PFW2) Perpendicular Shelf talkers (Re-order # DMS-19P6-PFW3) Box Sign Lamb (Re-order # DMS-19P6-PFW4) / Burgers (Re-order # DMS-19P6-PFW5) / Shrimp (Re-order # DMS-19P6-PFW6) Merchandising Instructions Merchandise the participating products according to the planogram. Install preprinted shelf talkers in front of each participating products. Merchandise perpendicular shelf talkers in-section and on Mini Thematic B using the perpendicular shelf talker clip (PSTC201404). Install category sign. Alternate box signs 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. 30 Period 6

33 Ready-to-Drink BLOCK PILE The new Ready-to-Drink (RTD) collection will be forced out to stores based on the seasonal allowances in each store. Category will force 100% of each store s seasonal SKU allowance. Managers can list additional RTD products over and above your seasonal allowance, and the one-in/one-out rule does apply. This is a sold program. Participation is mandatory. Key Dates (August 19 - September 15) Participating Stores 1, 4, 5, 10, 14, 15, 17, 18, 19, 22, 24, 26, 28, 29, 31, 33, 34, 36, 38, 41, 49, 51, 55, 58, 62, 63, 68, 69, 70, 72, 73, 74, 85, 86, 91, 93, 94, 98, 99, 102, 103, 104, 106, 108, 110, 111, 113, 115, 122, 123, 125, 127, 128, 130, 132, 133, 139, 140, 141, 144, 145, 146, 148, 149, 153, 155, 156, 157, 158, 164, 168, 171, 174, 175, 176, 181, 184, 187, 188, 191, 193, 194, 195, 197, 198, 201, 205, 209, 211, 212, 217, 220, 221, 225, 226, 227, 228, 229, 240, 242, 243, 244, 248, 250, 252, 253, 255, 258, 263, 266, 267, 271, 276, 277, 278, 279, 283, 284, 286, 287, 288, 298, 300, 301, 303, 310, 311, 312, 313, 314, 316, 324, 329, 331, 334, 344, 345, 346, 351, 355, 359, 360, 361, 362, 367, 368, 370, 374, 375, 377, 378, 381, 382, 383, 386, 387, 388, 390, 391, 392, 393, 394, 397, 398, 400, 401, 404, 406, 407, 410, 412, 416, 419, 427, 428, 431, 433, 434, 435, 436, 437, 438, 443, 444, 445, 448, 450, 453, 454, 455, 459, 462, 470, 477, 479, 484, 485, 486, 490, 491, 495, 499, 501, 502, 505, 509, 510, 511, 513, 518, 522, 523, 528, 529, 532, 534, 536, 537, 539, 540, 542, 544, 545, 546, 549, 554, 555, 556, 568, 569, 578, 579, 580, 582, 585, 587, 589, 590, 598, 599, 601, 602, 605, 606, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 638, 640, 643, 649, 652, 653, 655, 658, 660, 661, 670, 684, 694, 695, 699, 703, 706, 741, 771, 776 Participating Products LCBO# Description Size (ml) Offers Palm Bay Pineapple Mandarin Orange 6 x 355 $1.25 LTO Rockstar Original 473 $0.55 LTO Smirnoff Ice Lime 6 x 355 $1.00 LTO American Vintage Iced Tea 6 x 355 $1.00 LTO Cottage Springs Lemon Lime Black Fly Vodka Grapefruit 4 x 400 Marketing & Product Guide 31

34 4 X 2 PRODUCT CONFIGURATION 2 X 2 X 2 PRODUCT CONFIGURATION Copy 6 PRODUCT CONFIGURATION Merchandising Instructions Build one Block Pile with all six of the participating products in a high traffic area of the store. This Block Pile should not be built in the seasonal discretionary Block Pile space allocated by Supply Chain, instead build it in another high profile location. The Block Pile should consist of two cases wide of each product (minimum), stacked seven cases high(maximum). Stores are strongly encouraged to build Block Pile displays on top of the risers, which will serve as a platform. Do not build too close to other sold space displays. Signage Components Pole Topper Sign Pricer Cards Shelf Talkers (English/Bilingual) (English/Bilingual) (English/Bilingual) Re-order# DMS-19P6-FF1 Re-order# DMS-19P6-FF7 Re-order# DMS-19P6-FF13 Riser Wrap DMS-19P6-FF20Trade Re-order# Use Poles and the supplied Pole Top signs on the Block Pile displays. Use the Pricer Cards supplied to communicate the price of the products. Use the Shelf Talkers provided if the products are also merchandised on-shelf or in the fridge. If the store does not have enough available floor space for one, six product Block Pile, build multiple Block Piles in either a four product/two product configuration or a two product/two product/two product configuration. 32 Period 6

35 The Cold Room SPIRITS DISPLAY 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. This is a sold program. Participation is mandatory. Key Dates (August 19 - September 14) Participating Stores 4, 6, 23, 33, 41, 49, 51, 55, 58, 65, 74, 82, 84, 93, 102, 107, 119, 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, 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 Participating Products LCBO# Description Size (ml) Offers Jagermeister 375 $1.00 LTO Signage Components Cut Case Backer Card ENG (Re-order #DMS-19P6-CRSD1) / BIL (Re-order #DMS-19P6-CRSD4) Riser Wrap (Re-order #DMS-19P6-CRSD2) Pricer Cards ENG (Re-order #DMS-19P6-CRSD3) / BIL (Re-order #DMS-19P6-CRSD6) 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. Marketing & Product Guide 33

36 Beer EXCITEMENT ZONE The Beer Excitement Zone has four new display to highlight local brewers, new products, exciting offers and current trends. Two displays are sold programs (21C and 21D), and two are at store-manager s discretion (21A and 21B). Please refer to your planogram for the location of the displays. Key Dates (August 19 - September 15) The system does not currently support the new sold space being populated on the promo tree to order the appropriate inventory manually. Participating Stores 4, 6, 7, 10, 13, 20, 22, 23, 25, 33, 35, 36, 40, 41, 44, 49, 51, 55, 57, 58, 64, 65, 70, 74, 80, 81, 82, 84, 85, 86, 90, 93, 97, 98, 102, 125, 130, 139, 144, 145, 149, 154, 156, 164, 167, 168, 175, 187, 191, 195, 198, 201, 207, 209, 210, 211, 212, 216, 221, 226, 227, 228, 229, 233, 234, 237, 243, 244, 250, 252, 263, 270, 278, 279, 287, 288, 298, 300, 310, 321, 324, 325, 329, 334, 340, 341, 351, 359, 360, 368, 370, 373, 382, 384, 391, 394, 398, 400, 401, 402, 403, 404, 406, 407, 420, 425, 427, 432, 436, 443, 452, 453, 454, 458, 459, 461, 470, 481, 485, 490, 491, 495, 497, 500, 501, 509, 521, 522, 526, 536, 538, 539, 549, 551, 554, 556, 564, 569, 579, 580, 584, 585, 587, 589, 590, 602, 605, 609, 616, 618, 624, 627, 629, 633, 635, 637, 638, 640, 641, 643, 644, 645, 649, 652, 653, 654, 655, 658, 660, 661, 665, 667, 670, 671, 694, 695, 699, 702, 706, 741, 743, 771 Participating Products Display Type Description Assortment 21A 21B 21C 21D Local Plinth New/Seasonal Craft End Fan Zone/ Occasion Plinth Fan Zone/ Occasion End Three products, store discretion Beau's Mix Fall Red Racer Across the Nation Collaboration - East Red Racer Across the Nation Collaboration West Plus 3-4 SKU s store discretion Corona 6 Pk* Corona Extra 6 Pk *Value Add: Bonus Branded Hammock with purchase of two 6 x 473 ml can packs of Corona ( ) Budweiser 6 Pk Old Milwaukee Ice 6 Pk Moosehead Lager 6 Pk *Value Add: Bonus Branded Hammock with purchase of two 6 x 473 ml can packs of Corona ( ) The Supplier will deliver the Branded Hammocks and a cardboard display to hold the Hammocks. Please place the cardboard display beside the end aisle. (See planogram for placement of display). Sale Representatives will assist with the setup of the display as necessary. At the end of the promotion, the Sale Representatives will pick up any residual Branded Hammocks. Staff are to recycle the cardboard display after the promotion has ended. These should not be just Ontario but as local as possible, from the breweries/ cideries closest to the store. They do not need to change each period. Several products suggested each period based on anticipated volume and distribution, but overall at store discretion. Sold space, products and signage are mandatory, will change each period. 34 Period 6

37 A STATIC Local Craft Plinth Signage Components & Re-order Codes Backer Cards Local 21A (Re-order # DMS-19P4-DP6) New 21B (Re-order # DMS-19P4-DP7) Corona 21C (Re-order #DMS-19P6-EZ1) Great Value Packs 21D (Re-order #DMS-19P6-EZ2) Mini Backer Cards Local 21A ENG (Re-order # DMS-19P4-DP10) / BIL (Re-order # DMS-19P4-DP11) Corona 21C (Re-order #DMS-19P6-EZ3) Square Transparencies Great Value Packs 21D ENG (Re-order #DMS-19P6-EZ4) / BIL (Re-order #DMS-19P6-EZ5) Shelf Talkers ENG (Re-order #DMS-19P6-EZ6) / BIL (Re-order #DMS-19P6-EZ7) Pricer Cards ENG (Re-order #DMS-19P6-EZ8) / BIL (Re-order #DMS-19P6-EZ9) 21A EXCITE (LOCAL) Manager's Discretion Mini Backer Card Backer Card Mini Backer Card Backer Card Square Transparency *Value Add Backer Card Backer Card Marketing & Product Guide 35

38 Merchandising Signage (Permanent) Component 1. Enhanced Ontario Craft Beer Sign Re-order# CATSIGN-119 Image 1 Version - English over Bilingual 2. Category Signs 9 Versions - English over Bilingual Versions International Canadian Domestic International Craft Canadian Craft Ontario Craft (Beer) Coolers Cider 3. Blank Filler Sign Re-order# CATSIGN-118 Re-order codes CATSIGN-110 CATSIGN-111 CATSIGN-112 CATSIGN-113 CATSIGN-114 CATSIGN-115 CATSIGN-116 CATSIGN Rate Beer Perpendicular Shelf Talkers Install the perpendicular shelf talkers in front of the corresponding beer products in-section using the perpendicular shelf talker clip (PSTC201404). Re-order# 19OP-BMK3 10 Version - English over Bilingual 5. Fridge Perpendicular Shelf Talkers Ensure all featured products for your store s local brewery/cidery are merchandised in the fridge. 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. Brewed in the Neighbourhood Perpendicular Shelf Talker Re-order# 19OP-BMK1 My Local Brew Perpendicular Shelf Talker Re-order# 19OP-BMK2 4 Versions - English and Bilingual 6. Beer Bin Tag Extension Install the beer bin tag extensions with regular on-shelf bin tags.. My Local Brew Perpendicular Shelf Talker Brewed in the Neighbourhood Perpendicular Shelf Talker Brewed Locally Bin Tag Extension Brewed Locally Bin Tag Extension Re-order# 19OP-BMK4 New Bin Tag Extension Re-order# 19OP-BMK5 4 Versions - English and Bilingual New Bin Tag Extension 36 Period 6

39 BEER PROGRAMS BEER RATED PERPENDICULAR SHELF TALKER The Beer Rated shelf talker program calls attention to beers that have received a score of 95 and up, to support the Seasonal Craft beer release, along with any other Seasonal items. Key Dates (May 27 - September 15) Participating Stores 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 102, 115, 130, 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, 394, 401, 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, 614, 616, 619, 623, 624, 630, 677, 771, 776 Participating Products LCBO# Description Size (ml) Rating Beau's Full Time IPA Collective Arts Life In The Clouds Omnipollo IPA Beyond The Pale Aromatherapy IPA Beyond The Pale Brewing Co. Yummy! Bench Brewing Citra Grove Dry Hopped Sour Great Lakes Brewery Octopus Wants to Fight Rodenbach Caractere Rouge Panil Barrique Sour Chimay Premiere Rodenbach Grand Cru Duchesse De Bourgone Rochefort St Bernardus Abt Brewdog Punk Ipa Aecht Schlenkerla Rauchbier Marzen Ommegang Hennepin Boulevard Tank Merchandising Instructions & Components Beer Rated perpendicular shelf talkers. (Re-order# DMS-19P3-DP3) Install the perpendicular shelf talker in front of the corresponding beer products in-section using the perpendicular shelf talker clip (PSTC201404). Marketing & Product Guide 37

40 ONTARIO CRAFT BEER END AISLE Key Dates (August 19 - September 14) 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 Size (ml) Minutes to Destiny Honest Lager Steam Whistle Pilsner Fall Mix Pack 4 x Big Rig BONGO Grapefruit Radler 473 TBC Castaway Beach Wheat Ale 473 Signage Components & Merchandising Instructions End Aisle Backer card (Re-order # OCBEA01 ) Pre-Printed Shelf talkers (Re-order # DMS-P619-OCB1) Bilingual designated stores must display the bilingual side of the product shelf talkers. CRAFT BEER PROGRAM Participating Products LCBO# 38 Period 6 Description De Leite Cuvee Soeur'ise Oak Aged Triple Krie Brett Zeste Saison. Premium Quebec Ale Fourpure Juicebox Gahan Blueberry Ale Saison Dupont Samuel Smiths Organic Apricot Ale Rodenbach Fruitage Braufactum Soleya Ommegang Hennepin Boulevard Tank Steamworks Tropical Tart Ale Kriek Mariage Parfait Raspberry Ale Key Dates (May 27 - September 15) Participating Stores 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 102, 115, 130, 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, 394, 401, 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, 614, 616, 619, 623, 624, 630, 677, 771, 776 Signage Components & Merchandising Instructions Pre-Printed Shelf talkers (Re-order # DMS-P319-OCB2) Bilingual designated stores must display the bilingual side of the product shelf talkers

41 LOCAL FRIDGE 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. This is a sold program. Participation is mandatory. Participating Stores 2, 5, 7, 10, 11, 13, 14, 17, 18, 19, 20, 22, 23, 25, 26, 27, 31, 35, 40, 41, 44, 45, 46, 51, 54, 59, 60, 62, 68, 72, 74, 80, 83, 84, 93, 95, 97, 99, 101, 102, 115, 124, 130, 136, 148, 149, 158, 159, 163, 164, 178, 182, 187, 200, 201, 212, 214, 223, 226, 228, 233, 244, 248, 255, 260, 267, 278, 282, 288, 295, 297, 298, 300, 324, 325, 329, 331, 340, 345, 346, 348, 360, 388, 397, 407, 412, 417, 418, 420, 426, 437, 441, 442, 445, 446, 449, 453, 454, 461, 467, 477, 490, 495, 499, 510, 511, 516, 526, 532, 534, 537, 546, 547, 555, 556, 569, 571, 573, 584, 586, 587, 599, 602, 621, 630, 631, 633, 645, 650, 656, 667, 677, 697, 776 Participating Products The full list of participating products can be found in the Customer Experience Newsletter and the Online Worksheets. Signage Components 3 x 3 Perpendicular Shelf Talker (Participating stores received a bundle of three in Period 2) Brewed In The Neighbourhood - BEER (Re-order # DMS-P0217-LFP-137 ) Crafted In The Neighbourhood - CIDER)(Re-order# DMS-P0217-LFP-138) Merchandising Instructions 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 39

42 Special Promotions FIXTURE This is a sold program. Participation is mandatory. Key Dates (August 19 - September 15) Participating Stores 10, 15, 17, 22, 23, 25, 31, 34, 38, 41, 44, 51, 55, 65, 74, 82, 106, 115, 130, 132, 145, 148, 149, 156, 168, 171, 187, 191, 195, 198, 209, 211, 212, 221, 226, 227, 228, 233, 250, 252, 253, 263, 279, 287, 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, 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, 585, 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, 670, 694, 698, 699, 700, 703, 706, 741 Expert's Pick Stores are to select 4-6 products from the list to merchandise on the fixture. Participating Products LCBO# Description Size (ml) Blu Giovello Pinot Grigio F Lurton Fumees Blanches Sauv Bl 750 Vdfrance Bersano Costalunga Barbera D'Asti Docg Smoking Loon Cabernet Sauvignon Jacob's Creek Reserve Coonawara 750 Cabernet Sauvignon Pascual Toso Malbec Girls' Night Out Sangria Peninsula Ridge Inox Chardonnay VQA Pelee Island Monarch Red VQA 750 Signage Components Expert's Pick Poster Sign (Re-order # 19P5-SP2) Expert's Pick Drum Sign (Re-order # 19S3-SP3) Expert's Pick Shelf Talkers (Re-order # 19P6-SP15) Merchandising Instructions 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. ) Replace the current Expert Pick poster with the Period 6 poster. Continue to display the Period 5 drum sign. 40 Period 6 Front View Back View 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.

43 Cocktail of the Month 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 (ml) Jose Cuervo Especial Silver El Jimador Tequila Blanco Casamigos Tequila Blanco Jose Cuervo Tradicional Reposado 750 Signage Components Cocktail of the Month Poster Sign (Re-order # 19P6-COTM1) Cocktail of the Month Drum Sign (Re-order # 19S3-SP4) Cocktail of the Month Shelf talkers (Re-order #19P6-COTM7) Recipe Card Take away (Re-order # 19P6-COTM4) Recipe Card Backer (Re-order # DMS-19P5-SP7) Merchandising Instructions At the start of the Period 6 promotion, replace the Period 5 poster with the Period 6 Cocktails poster. Continue to display the Period 5 drum sign. 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. Front View If you have room please merchandise LCBO# Cocktail Shaker Stainless Steel on the display. Ensure sufficient stock is ordered to maintain this program for the duration of the period. Adjustable Brochure Holder hellolcbo Re-order# (Insert and secure holder s adjustable clip into the top railing of fixture.) Marketing & Product Guide 41

44 Gifting YEAR ROUND SIGNAGE Merchandise all Year Round Gift Packaging items on the designated fixtures in your store. Key Dates (August 19 - September 15) Participating Stores All Stores Year Round 95 Bags LCBO# Year Round 2 Btls Foldable Boxes LCBO# Rigid 1 Bottle Boxes LCBO# Rigid 2 Bottles Boxes LCBO# Year Round Galvanized Year Round Galvanized Beer Pail Wine Pail LCBO# LCBO# Participating Products Stores are to order Year Round Packaging - Bags, Boxes, Vessels Year Round 1 Btl Foldable Boxes LCBO# Vintages 95 Bag LCBO# Merchandising Instructions The following items are to be permanently merchandised on the following locations/merchandisers where applicable: Cash Ends End Aisles Wooden Gift Packaging Fixture Metal Gift Packaging Fixture (LCBO) Metal Gift Packaging Fixture (Vintages) Year Round Gifting Programs Year Round LCBO 95 Bag Year Round Rigid 1 Bottle Round Box Year Round 2 Botle Oval Box Year Round 1 Bottle Folding Box Year Round 2 Bottle Folding Box Year Round Galvonized Beer Pail Year Round Galvanized Wine Pail Nesting Table #1 Promo Table Accessory AFrame In-Section, On Shelf Recent Arrival Fixture 42 Period 6

45 Signage Additional Signage can be ordered through hellolcbo Insert Signage for Metal Gift Packaging Fixture (LCBO) Re-order # GFT-117 Year-Round Gift Card Merchandiser Insert Sign (for small unit) Re-order # GFT -108 Insert Signage for Metal Gift Packaging Fixture (Vintages) Re-order # GFT-118 Year-Round Gift Card Merchandiser Insert Sign (for large unit) Re-order # GFT -113 Insert Signage for Wooden Gift Packaging Merchandiser Re-order # GFT-120 Gift Card Self Merchandiser Year-Round 95 Bag Hot Button Sign Re-order # DMS-GFT 116 Vintages 95 Bag Hot Button Sign Re-order # DMS-GFT-035 Marketing & Product Guide 43

46 Front END MERCHANDISER 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. Participation is mandatory. Key Dates (August 19 - September 15) Participating Stores 1, 4, 5, 6, 10, 11, 12, 14, 17, 18, 19, 20, 21, 23, 24, 25, 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, 150, 153, 154, 156, 164, 165, 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, 436, 437, 438, 443, 444, 445, 452, 453, 456, 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, 566, 572, 573, 580, 585, 587, 590, 593, 602, 605, 609, 616, 617, 618, 624, 627, 629, 630, 631, 632, 633, 640, 641, 643, 649, 652, 653, 655, 658, 661, 667, 670, 671, 694, 699, 741 Participating Products LCBO# Description Size (ml) Offers Julia Florista White 750 $1.00 LTO Julia Florista Red 750 $1.00 LTO Merchandising Instructions For Period 6, the Sold Space program will feature Julia Florista White and Julia Florista Red. It is imperative that stores reconfigure the shelves on the sold space display in order to feature these products effectively. Stores are required to use 3 shelves plus the plinth/base (i.e. The featured products should be water-falled on 3 shelves). The top shelf is used to display the box sign provided. Signage Components Box Sign (Re-order # DMS-19P6-FEM1) Shelf Talkers (Re-order # DMS-19P6-FEM2) Core 200 ml Spirits Program Stores participating in the Front End Merchandiser Program must also set up the core 200 ml Spirits Program. The top 10 selling 200 ml Spirits 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. Please note that Core 200 ml SKUs 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). Think Shrink 750 ml Merchandiser 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. 44 Period 6

47 Front End Merchandiser Core List 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 Grant's Family Reserve 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 St Remy Brandy 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 Absolut Vodka 200 ml Jägermeister 200 ml Jack Daniel's Tennessee Whiskey 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 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 Jack Daniel's Tennessee Whiskey 200 ml Bacardi Superior 200 ml Marketing & Product Guide 45

48 Brand Spotlight ENTRANCE Spirited Picks TABLE (formerly BASKET known as DISPLAY the Promo Table) This is a sold program. Participation is mandatory. Key Dates (August 19 - September 15) Participating Stores All Stores Participating Products LCBO# Description Size (ml) Offers Suggested Mixes Cointreau 375 $2.00 LTO Mix 1½ oz vodka, ½ oz Cointreau, Stolichnaya Premium Vodka Bonus Miles ½ oz lime juice and 1 oz cranberry juice for a Cosmopolitan Signage Components Basket Signs (Re-order #DMS-FEM Black Signs ) 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. 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. 46 Period 6

49 xxx SECTION SHOPPING TITLE CART SIGN xxxx This is a sold program. Participation is mandatory. 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 (August 19 - September 15) Participating Stores 1, 4, 5, 6, 10, 17, 21, 23, 24, 26, 31, 33, 35, 36, 38, 41, 51, 55, 58, 59, 64, 65, 70, 74, 79, 80, 82, 93, 95, 101, 102, 106, 115, 130, 140, 148, 149, 150, 154, 156, 164, 190, 195, 198, 200, 207, 209, 210, 211, 216, 217, 218, 221, 226, 227, 228, 233, 243, 250, 252, 253, 263, 270, 279, 288, 300, 310, 311, 312, 325, 326, 344, 346, 351, 353, 359, 360, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 391, 392, 397, 401, 404, 411, 420, 428, 432, 436, 437, 438, 443, 444, 445, 453, 456, 459, 465, 481, 485, 486, 490, 491, 494, 495, 500, 521, 522, 523, 528, 540, 542, 544, 549, 551, 554, 555, 556, 564, 566, 572, 573, 580, 585, 587, 590, 593, 602, 605, 609, 616, 617, 618, 624, 627, 629, 630, 631, 632, 633, 640, 641, 643, 652, 653, 655, 658, 661, 667, 670, 671, 694, 699, 741 Thematic Sign (Sold to the Trade) Thematic Shopping Cart Sign (Re-order # DMS-19P6-SC1) Participating Product LCBO# Description Size (ml) Offers Radio Boka Tempranillo Valencia 750 $2.00 LTO Social Responsibility Sign (Do not remove until further notice) Check 25 Shopping Cart Sign (Re-order #DMS-SRP-411 ) Second Party Purchase Shopping Cart Sign (Re-order #DMS-SRP-412 ) Merchandising Instructions Continue to display the Check 25 and Second Party Purchase shopping cart signs, alternating between the two pieces. Marketing & Product Guide 47

50 At the LCBO, we never guess your age. À la LCBO, nous ne tentons jamais de deviner votre âge P9 CSR Check25 Card or Not Window Showcard 28x45_BL.indd :39 The LCBO never guesses. See if you can. lcbo.com/cardornot Social Responsibility IN-STORE SIGNAGE Participating Stores All Stores 2018 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 6 (July 16, 2018 August 12, 2018) Assaulted Women's Helpline - Donation Box Spina Bifida & Hydrocephalus Association - Donation Box Check 25 (25 or Younger?) Program Component 1. Window Show Card (Bilingual) (Re-order# DMS-SRP-402) 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. 2. Metal Floor Stand Sign (English/French) (Re-order# DMS-SRP-403) 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. 3. Tent Card (Bilingual) (Re-order# DMS-SRP-404) Display the Tent Card on the Tasting Bar and/or in the special events kitchen for all in-store tastings and events. 4. Perpendicular Shelf Talker 3" x 3" (English/French) (Re-order# DMS-SRP-405) 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) 5. Exterior Springer Sign (English/French) (Re-order# 18P12-SS1) PT5 Exterior Springer Sign (English/Bilingual) (Re-order# 18P5-SS1) Please continue to display the "Check 25" Exterior Springer sign. If you have more than one Exterior Springer Sign fixture, please display the Period 5 Exterior Springer 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. Image 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. Exterior Springer Sign Do I look 25 to you? So, if you re 25 or younger, have your ID ready. Ai-je l air d avoir 25 ans selon vous? Si vous avez 25 ans ou moins, ayez une pièce d identité en main. PT5 Exterior Springer Sign 48 Period 6

51 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. The LCBO never guesses. See if you can. lcbo.com/cardornot At the LCBO, we never guess your age. À la LCBO, nous ne tentons jamais de deviner votre âge. PLACE DOUBLE SIDED TAPE HERE PLACE DOUBLE SIDED TAPE HERE Re-order # DMS-SRP-407 MS-SRP Re-order # DMS-SRP-409 Second Party Purchase Program Component 1. Perpendicular Shelf Talker 3" x 6" (English/French) (Re-order# DMS-SRP-406) Store Manager s discretion, display the Perpendicular Shelf Talker in-section. Each kit contains 10 pieces. Clips can be ordered through Central Supply (#691451) Signs for both programs Component 1. Front End Merchandiser Sign (Bilingual) Check 25 Program (Re-order# DMS-SRP-407) Second Party Purchase Program (Re-order# DMS-SRP-413) 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) Check 25 Program (Re-order# DMS-SRP-408) Second Party Purchase Program (Re-order# DMS-SRP-409) 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. 3. 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. Bonus AIR MILES Reward Miles Component Image Image Do I look 25 to you? So, if you re 25 or younger, have your ID ready. Ai-je l air d avoir 25 ans selon vous? Si vous avez 25 ans ou moins, ayez une pièce d identité en main. Check 25 Program Second Party Purchase Program Do I look 25 to you? So, if you re 25 or younger, have your ID ready. Check 25 Program Second Party Purchase Please remove and recycle the Bonus AIR MILES Reward Miles signage. Parking Lot Sign Perpendicular Shelf Talkers Marketing & Product Guide 49

52 One-Day Only AIR MILES PROMOTION SEPTEMBER 15, 2018 To entice Air Miles collectors and to increase sales, we are offering one-day BAM offer. Spend $100 and get 50 Bonus Air miles on Saturday, September 15, This offer is only valid for one day so please ensure the following signage is applied at the start of business day and removed at the end of the day. Stores are to build a block pile display based on product availability in stores. However, stores are recommended to order additional quantities to support the one day only initiative. Key Date (Saturday, September 15, 2018) Participating Products Participating Stores All Stores LCBO# Description Size (ml) Offers Aberfeldy 12 YO Single Malt Scotch Whisky BAM Knob Creek BAM Ruffino Il Ducale BAM Bouchard Pere & Fils Pinot Noir Bourgogne BAM Naked Grape Pinto Grigio Bag in Box BAM Robert Mondavi Private Selection Chardonnay BAM Woodbridge by Robert Mondavi Pinot Grigio BAM Santa Carolina Carmenère Reserva BAM Two Oceans Cabernet Sauvignon/Merlot BAM Signage Components 1. Cut-Case Display Use the cut-case backer card to build a display (near the front of the store) with the participating products. Merchandise the pricer cards in front of the corresponding products Please recycle all Today Only signage at the end of the day. Mini Backer Card for Cut-Case Display Cut-Case Display 50 Period 6

53 Signage Components 2. Window Decals Install the window decal at eye level on the front entrance of your store on Saturday, September 15, Remove and recycle at the end of the business day. 3. Metal Floor Stand Sign Please replace the SR Check 25 sign (DMS-SRP-403) with the Today Only sign on September 15 th. Please reinstall the SR sign on September 16 th. 4. Perpendicular Shelf Talker Please install the perpendicular shelf talkers on-shelf in high traffic areas of the store using the perpendicular shelf talker clip (PSTC201404) on Saturday, September 15, Shelf Talkers Please merchandise shelf talkers in high traffic areas of the store 6. End Aisle Extension Card Install Extension Cards on End Aisles Fold card at crease before inserting into End Aisle slot so it will remain stable. Insert it behind Backer card. 6. One-Day Only Flyer Stores are to print out the flyer for retail store staff. Marketing & Product Guide 51

54 ONTARIO WINES Ontario Wines Popular Pick (August 20 - September 17) One(1) International Canadian Blend product is featured for each promotional period, supported by a LTO or BAM offer. Stores must order the featured Popular Pick product (minimum of three cases). This is a sold program. Participation is mandatory. 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 (next page) for key dates and participating products. Participating Products - Period 6 LCBO# Description Size (ml) Retail Offer Jackson-Triggs Sauvignon Blanc 4000 ml $44.95 $3.00 NOTE: Participating stores must order products required (minimum of three (3) cases per SKU). 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, 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 Signage Popular Pick: Cut Case Backer Card - Re-order# 19P6-OWP9 Merchandising Instructions Build a Cut Case display using the Popular Pick Backer Card next to VQA Cube Fixture, near the front of your store. 52 Period 6

55 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. The Our Wine Country Ontario Superstars Program is updated every promotional Period. This is a sold program. Participation is mandatory. Participating Products - Period 6 Key Dates LCBO# Description Size (ml) Retail Start Date: August 19, Girls' Night Out Rosé VQA 750 $13.95 Take Down: September 16, Château des Charmes Sauvignon Blanc VQA 750 $15.95 NOTE: Participating stores must order products required (minimum of three (3) cases per SKU). Participating Stores GROUP 1 - CUT CASE DISPLAY STORES: 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, 38, 39, 43, 44, 45, 47, 50, 54, 56, 57, 58, 59, 60, 61, 62, 063, 064, 072, 073, 077, 079, 080, 083, 085, 086, 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, 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, GROUP 2 - SHELF TALKERS ONLY STORES: 7, 9, 32, 48, 49, 51, 53, 71, 139, 275, 309, 315, 320, 333, 358, 363, 403, 410, 418, 420, 436, 512, 515, 526, 535, 538, 583, 598, 636, 639, 697 Shelf Talker only Kit: Re-order# 18P6-OW3 GROUP 3 - VQA GONDOLA FIXTURE STORES 4, 6, 10, 17, 33, 41, 49, 55, 65, 74, 82, 84, 93, 130, 144, 149, 156, 164, 196, 207, 211, 221, 227, 228, 229, 233, 234, 250, 263, 276, 279, 286, 300, 310, 351, 391, 402, 404, 411, 432, 437, 443, 444, 449, 453, 474, 481, 483, 485, 486, 509, 516, 526, 532, 551, 554, 556, 563, 564, 571, 580, 587, 593, 602, 609, 627, 633, 640, 644, 649, 651, 652, 653, 655, 661, 677, 694, 695, 699, 706, 741, 084, 252, 401, 658, 040, 532, 115, 187, 392, 417, 445, 497, 522, 523, 641, 253, 407, 412, 624, 490 Gondola Backer Card Signage Kit: Cut Case Backer Cards x 2 Pricer Cards x 2 Shelf Talkers x 2 Re-order# 18P6-OW4 618, 619, 621, 623, 629, 630, 631,632, 634, 635, 637, 638, 642, 643, 698, 700, 702, 703, 771, 776 Cut Case Display Signage Kit: Cut Case Backer Cards x 2 Pricer Cards x 2 Shelf Talkers x 2 Re-order# 18P6-OW1 Merchandising Instructions: Using the backer card to build a Cut Case display next to the VQA Cube Fixture. 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. Merchandising Instructions: Install the shelf talkers in-section in front of the participating products. 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. Marketing & Product Guide 53

56 Our Wine Country Program This is a sold space program and participation is mandatory. The Our Wine Country Program is updated every promotional Period, supported by a LTO offer. Stores must order products required (minimum of one (1) cases per SKU). Stores must order the products required (minimum of one case per SKU). This is a sold program. Participation is mandatory. Participating Products - Period 6 LCBO# Description Size (ml) Offers Sandbanks Estate Shoreline White VQA 750 $1.00 LTO White House Wine Co. Riesling P. Grigio VQA 750 $2.00 LTO Megalomaniac Pompous VQA 750 $1.00 LTO Game Changer The Obstinate Red VQA 750 $1.00 LTO Participating Stores GROUP 1 - VQA CUBE FIXTURE 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, 49, 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, 175, 179, 182, 183, 188, 191, 192, 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, 341, 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, 425, 427, 428, 431, 432, 434, 438, 449, 452, 454, 456, 459, 461, 465, 467, 469, 470, 474, 491, 494, 495, 499, 500, 501, 505, 511, 516, 518, 521, 528, 533, 534, 536, 538, 539, 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, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 642, 643, 646, 650, 656, 657, 665, 698, 700, 702, 703, 771, 776 Signage Components Our Wine Country Cube Sign (Permanent Signage) VQA 100% Ontario Cube Side Sign x 2 (Permanent Signage) Re-order# NIVQA067 Only stores belonging to this group can order these signs. GROUP 2 - VQA GONDOLA FIXTURE 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 Signage Components Our Wine Country Backer Card (Permanent Signage) Re-order# NIVQA Period 6 Merchandising Instructions: Merchandise the participating products on the top shelf of the VQA Cube Fixture along with the in-store-printed LTO. 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. Merchandising Instructions: Keep the Our Wine Country Backer Card installed on the Gondola Fixture. Merchandise the participating products on the top shelf of the VQA Gondola along with the pre printed LTO Shelf Talkers. Key Dates Start Date: August 20, 2018 Take Down: September 17, 2018

57 Staff Pick Backer Card Program (Permanent) This is permanent signage. 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 Signage VQA Staff Picks Backer Card: Re-order# English: DMS-STBK001/Bilingual: DMS-STBK002 Merchandising Instructions: Bilingual designated stores must display the bilingual side of the sign facing customer. Ontario Customer Favourite Shelf Talkers (Permanent) 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. 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 (ml) Wayne Gretzky Cabernet Merlot VQA Sandbanks Estate Baco Noir VQA Open Riesling-Gewürztraminer VQA Pelee Island Lighthouse Riesling VQA Megalomaniac Homegrown Riesling VQA Inniskillin Late Autumn Riesling VQA 750 CUSTOMER Cave Spring Riesling VQA 750 FAVOURITE Wayne Gretzky Cabernet Merlot VQA Henry of Pelham Baco Noir VQA ml Open Smooth Red VQA Pelee Island Baco Noir VQA Peller Estates Family Series Chardonnay VQA 750 Bilingual designated stores must display the bilingual side of the sign facing customer. 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 Wayne Gretzky Cabernet Merlot VQA Cabernet/Merlot VQA Wayne Gretzky ml Marketing & Product Guide 55

58 VQA Staff Tasting Program 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.. 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. 56 Period 6

59 Participating Products Theme: Niagara-on-the-Lake (featuring wines from the western part of Niagara Peninsula) Key Dates Start Date: August 19, 2018 Take Down: September 16, 2018 LCBO# Product Size (ml) 6228 Jackson-Triggs Reserve Meritage VQA Strewn Two Vines Riesling Gewürztraminer VQA Inniskillin Riesling Pinot Grigio VQA Eastdell Black Cab VQA Trius Sauvignon Blanc VQA Wayne Gretzky Baco Noir VQA Fresh Beginnings Moscato VQA Southbrook Connect Organic White VQA Outset Sparkling Wine VQA Can (Origin) Debbie Travis Pinot Grigio VQA 750 NOTE: Select only two (2) products from the list for tasting Merchandising Instructions: 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) Marketing & Product Guide 57

60 VINTAGES VINTAGES Essentials on Offer Program This bi-monthly program will leverage the tried-and-true customer favourites in the Essentials Collection to attract new customers to Vintages. Each turn of the program spans two promotional periods and features two products from the collection on a front facing end aisle display. The first period highlights LTO s on participating skus. Price offers will be promoted via newspaper and social media advertising along with a branded in-store display. During the second period of the program, stores will maintain the end aisle display and sign with year-round signage. This is a sold program. Participation is mandatory. Key Dates (August 19 - September 15) Participating Stores 1, 4, 5, 10, 15, 18, 21, 31, 38, 148, 149, 154, 164, 187, 217, 243, 252, 253, 278, 346, 367, 371, 378, 391, 393, 394, 407, 437, 445, 452, 481, 486, 494, 500, 511, 523, 528, 532, 556, 569, 573, 590, 619, 624, 630, 632, 641, 643, 658, 703 Participating Products for Period 6 LCBO# Product Description Size (ml) Offers The Foreign Affair The Conspiracy 750 $2.00 LTO Henry of Pelham Speck Family Reserve Baco Noir 750 $3.00 LTO Merchandising Instructions Merchandise products together on a front-facing/primary end aisle for two periods. The LTO (and associated program signage) is valid for the first period only. Stores will receive a program signage kit one week prior to the start of the period containing the program Backer Card and pre-printed Shelf Talkers. Program Schedule Period 6 & 7 Period 8 & 9 Period 10 & 11 Period 12 & 13 Period 1 & 2 Period 3, 4 & 5 Signage Components for Period 6 Backer Card (reorder# DMS-19P6-VINT1) Display the P6 program Backer Card in the frame on a front-facing/primary end aisle in the Vintages section. Pre-printed SAVE Shelf Talker (reorder# DMS-19P6-VINT1) Attach to shelf in front of appropriate product. Pre-printed SAVE Shelf Talkers will be provided for both participating products. Bin Tag Overlay Used to highlight products that are part of the Essentials Collection. Pre-printed Shelf Talkers should be installed over top of the bin tag and overlay using the shelf talker clip. Ensure the overlay message is still visible. Re-order Codes: (2" English: VBTC001/ 2" French: VBTC004) (1.75" English: VBTC009/ 1.75" French: VBTC010) 58 Period 6

61 VINTAGES ONTARIO SUPERSTARS PROGRAM 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. Key Dates (August 19 - September 14) Kit 1 (Shelf Talkers only) 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 Products LCBO# Description Size (ml) Offers Featherstone Cabernet Franc 750 $1.00 LTO Signage Components & Merchandising Instructions Pricer Card Merchandise the participating product in a cut-case display in a prominent area of the Vintages section. Install the pricer card and keep the display fully merchandised. Take down once stock is sold out, or by September 14, Pre-printed Shelf Talker Install the pre-printed shelf talker in front of the featured product, in its onshelf position within the VINTAGES section, with a miracle stick (available at central supply #692012). Take down once stock is sold out, or by September 14, Basket Sign Insert (Our Wine Country stores only) 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 September 14, Available Chilled Hot Button (reorder# DMS-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. Our Wine Country Stores only Marketing & Product Guide 59

62 VINTAGES BAM & LTO PROGRAM 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 LTO (August 20 - September 16, 2018) Key Dates BAM (August 19 -September 15, 2018) Participating Stores 1, 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, 299, 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, 399, 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, 458, 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, 670, 671, 677, 685, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 771, 776 Signage Components Please Note: The BAM/LTO in-channel shelf talker (4 w. x 2 h.) should be installed over top of the product s bin tag. You may continue to use the current BAM/LTO shelf talker generic template to reprint any damaged signage. LTO Shelf Talker - Example Only BAM Shelf Talker - Example Only 60 Period 6

63 LCBO# Description Size (ml) Was* Now* Offers Extra Zytnia Vodka 750 $ BAM th Street Gamay 750 $19.95 $17.95 $2.00 LTO Antinori Pèppoli Chianti Classico 750 $19.95 $17.95 $2.00 LTO Banero Extra Dry Prosecco KPM 750 $15.05 $14.05 $1.00 LTO Bonterra Cabernet Sauvignon Copy 750 $21.95 $19.95 $2.00 LTO Bonterra Chardonnay 750 $19.95 $17.95 $2.00 LTO Cave Spring Estate Bottled Riesling 750 $18.95 $17.95 $1.00 LTO Coriole Sangiovese/Shiraz 750 $17.95 $15.95 $2.00 LTO Damilano Barbera d'asti 750 $19.95 $17.95 $2.00 LTO Featherstone Cabernet Franc 750 $19.95 $18.95 $1.00 LTO Featherstone Sauvignon Blanc 750 $17.95 $15.95 $2.00 LTO Feudi Salentini 125 Negroamaro del Salento 750 $14.95 $13.45 $1.50 LTO Francis Coppola Diamond Collection Ivory $24.95 $22.95 $2.00 LTO Label Cabernet Sauvignon G. Marquis The Silver Line Pinot Noir 750 $19.95 $17.95 $2.00 LTO Galil Mountain Shiraz KP 750 $20.30 $18.80 $1.50 LTO Henry of Pelham Speck Family Reserve $24.95 $21.95 $3.00 LTO Baco Noir Hoopla Cabernet Sauvignon 750 $39.95 $37.95 $2.00 LTO J. Bouchon Block Series Cabernet Sauvignon 750 $19.95 $18.95 $1.00 LTO Kim Crawford Chardonnay 750 $19.95 $17.95 $2.00 LTO Monasterio de las Viñas Gran Reserva 750 $17.95 $16.95 $1.00 LTO Monte Antico 750 $15.95 $13.95 $2.00 LTO Montes Alpha Cabernet Sauvignon 750 $19.95 $16.95 $3.00 LTO Oyster Bay Sauvignon Blanc 750 $19.95 $16.95 $3.00 LTO Sterling Napa Valley Cabernet Sauvignon 750 $34.95 $31.95 $3.00 LTO 1834 Susana Balbo Crios Torrontés 750 $14.95 $13.45 $1.50 LTO Tawse Grower's Blend Cabernet Franc 750 $28.30 $26.30 $2.00 LTO Tawse Quarry Road Organic Riesling 750 $24.95 $22.95 $2.00 LTO The Foreign Affair The Conspiracy 750 $20.20 $18.20 $2.00 LTO Two Hands Gnarly Dudes Shiraz 750 $24.95 $21.95 $3.00 LTO Vintage Ink Whisky Barrel Aged Dark Red 750 $17.95 $15.95 $2.00 LTO Wither Hills Pinot Noir 750 $29.95 $27.95 $2.00 LTO Yarden Mount Hermon Red KP 750 $25.65 $23.65 $2.00 LTO Zirkova Together 750 $30.50 $27.50 $3.00 LTO *Prices changetrade subject to Marketing & Product Guide 61

64 Turn 1 WINE FRIDGE May 28, September 15, 2018 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. This is a sold program. Participation is mandatory. 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, 185, 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, 639, 641, 698, 741, 771, 776, Group B Stores 14, 20, 22, 23, 24, 26, 27, 33, 34, 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, 626, 629, 633, 634, 635, 637, 638, 642, 643, 644, 649, 653, 658, 660, 667, 670, 684, 694, 695, 697, 699, 700, Group C Stores 3, 4, 7, 9, 11, 12, 13, 16, 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, 618, 640, 645, 651, 661, 671, 677, 685, 703, 706 Group D Stores 6, 17, 28, 29, 30, 35, 42, 46, 47, 48, 53, 54, 56, 65, 69, 71, 78, 79, 88, 90, 91, 93, 98, 107, 113, 116, 123, 128, 136, 150, 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, 646, 650, 652, 654, 655, 657, 665, 702 Signage Components Available Chilled Hot Button (Re-order # DMS-Available Chilled Hot Button) For additional signage, please call to place an order. Rosé Program From Period 1-7, stores should use assigned space within their Wine Fridge to merchandise up to 12 seasonal Rosé products. Please refer to the New Seasonal & Product Fixture section for participating products. 62 Period 6

65 WHISKY SHOP Period 5 - Period 7 This is a sold program. Participation is mandatory. For signage questions and general comments, please contact hellolcbo. For product and Planoguide questions please call: Peter Cloutier Category Manager, Brown Spirits (416) Key Dates (July 22 - October 13, 2018) Mike Hodgson Product Manager, Brown Spirits (416) Participating Stores 1, 4, 5, 10, 15, 17, 19, 21, 31, 34, 36, 38, 40, 41, 60, 106, 115, 148, 149, 154, 164, 171, 187, 198, 217, 226, 233, 243, 250, 253, 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, 407, 412, 416, 428, 431, 432, 437, 438, 443, 445, 452, 457, 459, 465, 481, 486, 490, 491, 494, 495, 499, 500, 505, 511, 523, 528, 532,537, 542, 546, 549, 551, 554, 555, 556, 569, 573, 575, 580, 585, 586, 590, 602, 609, 617, 619, 623, 624, 630, 631, 632, 634, 639, 640, 641, 643, 649, 653, 694, 699, 702, 741, 776 Signage Components Re-Order# Description Language Pack Size Re-Order From WS001 WS002 Whisky Shop Pin-On Letter Whisky Shop/Rayon Whisky Pin-On Letters English Bilingual 1 1 Please 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/ 1 Bilingual Please Contact hellolcbo 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 1 image unavailable DMS-WS009 Whisky Shop Generic Shelf Talker English/French Marketing & Product Guide 63

66 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) (15 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) Go Green Extender Pre-printed Extender Strips (1 version) Component Specifications Re-Order# Images 6½ w x 1¾ h DMS-19P6-ST9 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 Extender Strips 12 w x 2½ h Price/No Price 19P6-COTM7 19P6-DW10 LTO Bundle DMS-P6-LTO BNS Bundle DMS-P6-BNS On Shelf Branded Pre-printed Shelf Talkers EA 1-20 (Set of 68) Shelf Talkers 6½ w x 1¾ h DMS-19P6-ST6 DMS-19P6-ST1 64 Period 6

67 REG $ ml Í:p+/Î Valid until August 19, Price subject to change without notice. While supplies last. Location On Shelf On Shelf On Shelf Message Regular Program Pre-printed Extender Strips (65 versions) Community Program Pre-printed Extender Strips (11 versions) Discovery Program Pre-printed Extender Strips (9 versions) Made in Ontario & Small Distillers Perpendicular Shelf Talker This is a permanent program, please do not remove Shelf Talker and replenish SKUs when needed. Please use this Perpendicular Shelf Talker to support of promoting products that are made locally and also by Small distillers. All stores are requested to participate in this program, especially for products that are made close to your store.the full list of participating products can be found in the Customer Experience Newsletter. Participating Stores All Stores Signage Components Small Distillers shelf talker Re-order#DMS-19P3-OSD-1 Made in Ontario shelf talker Re-order#DMS-19P3-MIO-1 Merchandising Instructions Please install the perpendicular shelf talker in front of the corresponding products using the perpendicular shelf talker clip (PSTC201404). Component Specifications Re-Order# Images Extender Strips DMS-19P6-ST2 12 w x 2½ h Extender Strips 12 w x 2½ h Extender Strips 12 w x 2½ h On Shelf Generic Blank Pricer Cards (50 per bundle) Pricer Cards 8 w x 7 h On Shelf Generic Blank Extender Strips (15 per bundle) Extender Strips 12 w x 2½ h On Shelf Blank Bin Tags for General Use (25 per bundle) Bin Tags 6 w x 1¾ h DMS-19P6-ST3 DMS-19P6-ST4 DMS-19P6-ST6 DMS-19P6-ST7 hellolcbo TENNENT S EXPORT LAGER SAVE $0.20 NOW $ Take Down: August 20, 2018 R60: Beer Marketing & Product Guide 65

68 SOLD SPACE Display Programs - Support Programs An electronic version (MS Excel format) of these worksheets is available on the Customer Experience Portal Site. Follow the quick link published each week at the top of the Customer Experience Newsletter. The Electronic version of the worksheets includes: Retail Price (as of publication date) Agent Names Component Community Shelf Extenders Discovery Shelf Extenders Green Shelf Extender IMAGE Shelf Talkers Limited Time Offers Bonus AIR MILES Reward Miles Image Bundled Bonus AIR MILES Reward Miles 66 Period 6

69 PERIOD 6 END AISLES LCBO# Description Size (ml) End Aisle # Amsterdam Boneshaker Tankhouse Ale Lagunitas IPA 6 x Big Rig Alpha Bomb IPA Collective Arts Ransack The Universe IPA 473 LCBO# Description Size (ml) End Aisle # Tanqueray Dry Gin 750 End Aisle # Mill Street West Coast IPA Glb Karma Citra IPA Sierra Nevada Ale Tanqueray London Dry Gin Tanqueray Rangpur Gin 750 LCBO# Description Size (ml) Woodbridge By Robert Mondavi Chardonnay Folonari Pinot Grigio Delle Venezie Peller Estates French Cross Chard 4000 Marketing & Product Guide 67

70 End Aisle #4 (Generic Backer Card) LCBO# Description Size (ml) 893 J.P. Wiser's Deluxe J.P. Wiser's Deluxe J.P. Wiser's Deluxe 1140 LCBO# Description Size (ml) End Aisle # Absolut Vodka 750 End Aisle #6 (Generic Backer Card) Absolut Vodka Absolut Vodka 1750 LCBO# Description Size (ml) Coors Light 6 x Heineken 6 x Miller Genuine Draught - Now Domestic From Tbs 6 x 355 LCBO# Description Size (ml) End Aisle # Castillo De Almansa Reserva, Almansa The Show Cabernet Sauvignon Peller Estates French Cross Shiraz Period 6

71 LCBO# Description Size (ml) End Aisle # Malibu Coconut Rum Malibu Coconut Rum Malibu Mango Rum Liqueur 750 LCBO# Description Size (ml) End Aisle # Sauza Silver Sauza Gold Tequila Sauza Hornitos Plata 750 LCBO# Description Size (ml) End Aisle # Sandbanks Summer White VQA Smoking Loon Sauvignon Blanc Ruffino Lumina Pinot Grigio Igt 750 LCBO# Description Size (ml) End Aisle # Alberta Premium Whisky (P.E.T) Alberta Premium Whisky Alberta Premium Whisky (P.E.T) 750 Marketing & Product Guide 69

72 LCBO# Description Size (ml) End Aisle # Appleton Estate V/X Signature Blend Appleton Estate Reserve Jamaica Rum Appleton Estate V/X Signature Blend 1140 LCBO# Description Size (ml) End Aisle # Trapiche Pure Malbec Pelee Island Pelee Pink VQA Modello Refosco Merlot 750 LCBO# Description Size (ml) End Aisle # Reposado Coconut Tequila Anejo Tequila 750 LCBO# Description Size (ml) End Aisle # Jackson-Triggs Pinot Grigio Menage A Trois Gold Chardonnay Mezzacorona Pinot Grigio Trentino Period 6

73 LCBO# Description Size (ml) End Aisle # Casamigos Tequila Blanco Casamigos Tequila Reposado Casamigos Tequila Anejo 750 LCBO# Description Size (ml) End Aisle # Havana Club Dry 7 Years Old Havana Club Anejo Reserva Havana Club Anejo 3 Anos 750 LCBO# Description Size (ml) End Aisle # The Beachhouse Sauvignon Blanc Stoney Ridge Pinot Grigio VQA Fantini Farnese Pinot Grigio 750 LCBO# Description Size (ml) End Aisle # Beronia Tempranillo Rioja Bodacious Cabernet Sauvignon Cono Sur Bicicleta Cabernet Sauvignon 750 Marketing & Product Guide 71

74 LCBO# Description Size (ml) End Aisle # Naughty Neighbour American Pale Ale Smashbomb Atomic IPA Can Muskoka Mad Tom IPA 4 x 355 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 End Aisle Blade Sign Install on every other End Aisle (#2, #4, #6, #8) Fold Card at crease before inserting into End Aisle slot so it will remain stable. Insert it behind Backer Card. (Re-order# ENG 19P5-BC13 / BIL 19P5-BC14) 72 Period 6