Period 9 Marketing & Product Guide

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3 Period 9 Marketing & Product Guide To respect the solemness of Remembrance Day on November 11, please do not display Block Pile Pole Topper signs (pg 57) until November 12. Build Block Piles around empty Pole Topper holders, and insert Pole Topper signs on November 12. French Languages Service Act (FLSA) 2 Gift Bags & Boxes 3 Holiday Gift Cards 19 Brand Domination 23 Advertising & Online Exclusive Offers 35 Black Friday Super Sale 47 Budweiser Red Light Program 51 Signage Gallery 53 Holiday Food & Drink End Aisle Wraps 67 On Shelf 69 Food & Drink Holiday Necktags 73 Food & Drink Holiday 77 Out of Stock Box Signs Food & Drink Holiday Hot Buttons 79 Food & Drink 81 Food & Drink Table 89 Deal of the Week 95 The Cold Room Spirits Display 101 Holiday Block Piles 103 Beaujolais Nouveau 109 Special Promotions Fixture 111 Mini Thematic 115 Front End Merchandiser 119 Holiday Gifts Fixture 125 Social Responsibility In-store Signage 127 Exterior Springer Sign 133 Shopping Cart Sign 135 Bonus AIR MILES reward miles 137 Wine Fridge 139 Whisky Shop 141 Ontario Wine Programs 143 Beer Programs 155 Vintages 163 Enhanced Trade Tastings Program 167 Participating Stores 169 Sold Space Program 177

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

5 Gift Bags & Boxes HOLIDAY Please refer to the Seasonal Inventory Site for distribution details on the amount of boxes and fabric bags your store will receive. All inventory has been allocated to stores, no additional inventory will be available to order. For up-to-date Quantity & Delivery Schedules, please visit. Delivery-Schedules.aspx VINTAGES This year Vintages Gift Bags and Boxes will NOT be included in the Holiday Allocation sent to stores. Stores are now required to order all Vintages Gift Bags and Boxes for the Holiday season. Give Share Enjoy Staff Guide Watch for the 2017 Holiday Staff Guide in your mailbag. The guide includes information on all the holiday gift products and packaging. You can also view all the gifting details on the LCBO portal : HolidayGiftingProgram Marketing & Product Guide 3

6 LCBO Holiday Gift Bags & Boxes Give Share Enjoy LCBO HOLIDAY GIFT BAGS & BOXES HOLIDAY Please refer to the Seasonal Inventory Site for distribution details on the amount of boxes and fabric bags your store will receive. All Inventory has been allocated to stores, no additional inventory will be available to order. Holiday 95 Bag (Case packed 100/50 per design) LCBO# $0.95 LCBO Holiday Single Bottle Gift Box Case packed 24 (12 green/12 red) LCBO# $2.50 LCBO Holiday Double Bottle Gift Box Case packed 24 (12 green/12 red) LCBO# $3.50 Holiday Knit Bottle Gift Bag Case packed 12 LCBO# $5.95 LCBO Holiday Single Bottle Gift Box Case packed 24 (8 green/8 red/8 white) LCBO# $2.50 Holiday Felt Bottle Gift Bag Case packed 12 LCBO# $5.95 LCBO Holiday Double Bottle Gift Box Case packed 24 (8 green/8 red/8 white) LCBO# $3.50 Felt Double Bottle Bag Case packed 12 LCBO# $6.95 Holiday Vessel Case packed 6 LCBO# $ Period 9

7 Give Share Enjoy Vintages Holiday Gift Bags & Boxes VINTAGES This year Vintages Gift Bags and Boxes will NOT be included in the Holiday Allocation sent to stores. Stores are now required to order all Vintages Gift Bags and Boxes for the Holiday season. Vintages Gift Bags & Boxes available to order from supplying warehouses: Vintages 95c Bag LCBO # Case Pk: 100 Vintages Single Bottle Gift Box LCBO # Case Pk: 24 Vintages Double Bottle Gift Box LCBO # Case Pk: 12 Vintages 95 Bag Case packed 100 (30 White/70 Purple) LCBO# $0.95 Vintages Single Bottle Gift Box Case Packed 24 LCBO# $2.50 Vintages Year-Round Wooden Box (1 Bottle) Case Packed 12 LCBO# $6.95 Vintages Double Bottle Gift Box Case Packed 12 LCBO# $3.50 Vintages Year-Round Wooden Box (2 Bottles) Case Packed 6 LCBO# $10.95 Vintages Gift Packaging Items available to order: Vintages Wooden Box - 1 Bottle LCBO # Case Pk: 12 Vintages Wooden Box - 2 Bottle LCBO # Case Pk: 6 Vintages Wooden Box - 3 Bottle LCBO # Case Pk: 4 Vintages Wooden Box - 6 Bottle LCBO # Case Pk: 2 Vintages Year-Round Wooden Box (3 Bottles) Case Packed 4 LCBO# $14.95 Vintages Year-Round Wooden Box (6 Bottles) Case Packed 2 LCBO# $23.95 VINTAGES GIFT BAGS & BOXES Marketing & Product Guide 5

8 Holiday Gift Bags & Boxes Merchandising Instructions Give Share Enjoy LCBO 95 Gift Bags and Hot Buttons Install the Holiday 95c Bag Hot Button at each Holiday 95c Bag merchandising location in the store. Locations include Cash Ends, End Aisles, Wood Gift Packaging Merchandiser. Replacement signs and clips can be ordered from hellolcbo Description Reorder # 95 Bag Hot Button Signs DMS-18P9-GFT25 95 Bag Hot Button Sign Clip NIHK102 Metal 95 Bag End Aisle Holder Stores in FLS designated areas MUST display the bilingual side of the sign. Merchandising Options Cash Ends: All stores Install 2 metal bag holders on each cash end. Rotate seasonal and year round bags at alternating cash ends. Install (1) 95 hot button sign at each cash end with clip. FLS designated stores are required to display the bilingual side of the signage. End Aisle: Select stores Install metal bag holders on End Aisles. When seasonal 95 bag sells through replace with 95 year round bag. Install (1) 95 hot button sign at each cash end with clip (NIHK102). FLS designated stores are required to display the bilingual side of the signage. Wooden Gift Packaging Fixture: Select stores Install Metal Bag holders on slat wall. FLS designated stores are required to display the bilingual side of the signage. Sign (English Over Bilingual) DMS-18P9-GFT25 Holiday 95 Bag Case packed 100 (50 per design) LCBO# $ Period 9

9 Give Share Enjoy Holiday Gift Bags & Boxes Merchandising Instructions Vintages 95 Gift Bags and Hot Buttons Install the Vintages 95c Bag Hot Button at each Vintages 95c Bag merchandising location in the store. Locations include Cash Ends, End Aisles, Wood Gift Packaging Merchandiser. Replacement signs and clips can be ordered from hellolcbo Description Reorder # 95 Bag Hot Button Signs DMS-18P9-GFT25V 95 Bag Hot Button Sign Clip NIHK102 Stores in FLS designated areas MUST display the bilingual side of the sign. Sign (English Over Bilingual) DMS-18P9-GFT25V Vintages 95 Bag Case packed 100 (30 White/70 Purple) LCBO# $0.95 Vintages 95 Bag on End Aisle Marketing & Product Guide 7

10 Holiday Gift Packaging Floor Merchandiser (Metal) Give Share Enjoy Gift Packaging Floor Merchandiser (Metal) Stores will receive Holiday sign inserts for the Metal Gift Packaging Merchandiser. Replace year-round inserts with Holiday. There are two versions - LCBO & Vintages. Place the merchandiser in a prominent, high-traffic location near the front of the store. Please replenish throughout Period 9 and Period10. Metal Gift Packaging Merchandiser Re-order Codes LCBO Sign: 18P9-GFT23 Vintages Sign: 18P9-GFT24 Stores may continue to merchandise residual Holiday packaging from previous years on this fixture. Metal Gift Packaging Merchandiser (LCBO) Metal Gift Packaging Merchandiser (Vintages) 8 Period 9

11 Give Share Enjoy Holiday Gift Packaging Floor Merchandiser (Wood) Gift Packaging Floor Merchandiser (Wood) Remove the year-round sign and packaging currently merchandised on the fixture and replace with Holiday packaging and the Wrap It Up sign insert. Stores may continue to merchandise residual Holiday packaging from previous years on this fixture. Signage Re-ordering Additional signs may be ordered through hellolcbo Wrap It Up Insert Sign Re-order# DMS-18P9-GFT22 Insert Sign Holiday Gift Cards & Presenters Holiday 95 bags Vintages Wooden Boxes Single & Double Bottle Gift Boxes Marketing & Product Guide 9

12 Fabric Gift Bags Give Share Enjoy Fabric Gift Bags Stores receiving Fabric Bags will receive a cardboard merchandiser. Assemble the cardboard merchandiser using the instructions provided. Place on the top shelf of End Aisles. Stores may also merchandise on Nesting Tables and Promo Tables. Additional cardboard merchandisers can be ordered from hellolcbo. Re-order# 18P9-GFT26 Fabric Gift Bags on End Aisles Fabric Gift Bag Merchandiser 10 Period 9

13 Give Share Enjoy Pre-Wrap Gift Solutions PRE-WRAP GIFT SOLUTIONS Featured Gift Program Participating Stores Please refer to the seasonal inventory site for distribution details on the amount of boxes and fabric bags your store will receive. Nesting Table and Promo Table Sign DMS-18P9-NT1 Vintages Year-Round Wooden Box (1 Bottle) LCBO# $6.95 image subject to change Holiday Gift Tag DMS-18P9-GFT28 Vintages Year-Round Wooden Box (2 Bottle) LCBO# $10.95 Holiday Vessel LCBO# $7.95 Holiday Wrap Kit LCBO# $3.50 Marketing & Product Guide 11

14 Holiday Vessel Give Share Enjoy Featured Gift Preparation Guidelines Vessels are to be filled with product, wrapped and merchandised on the Nesting Tables, Promo Tables and End Aisles. Do not sell the vessels without products. If the holiday vessels sell through, prepare pre-wrapped gifts using the year-round galvanized pail or any residual inventory of previous holiday gift vessels. Components LCBO# Holiday Vessel $7.95 LCBO# Wrap Kits $3.50 (Case Packed 6) Merchandising Instructions Use the Holiday wrap kit (cello bag, red fill, red ribbon). We recommend making 6 gifts at a time as there is enough to fill in each wrap kit to prepare 6 vessels. Include the following on the label by using KWIK Price: Product Name(s) Product LCBO #(s) Product Price(s) Pail LCBO # Wrap Kit # Wrap Kits Charge $3.50 TOTAL PRICE Affix the tag to the gift with the ribbon. Tie the ribbon with a simple bow Period 9

15 Give Share Enjoy Cello Wrap for Vintages Wooden Boxes Cello Wrap for Vintages Wooden Boxes Store staff shared with the Gifting team that our Vintages customers love to shop pre-wrapped gift boxes for special occasions. To support this feedback we are providing select stores with a cello wrap kit to wrap the Single or Double Wood Boxes. The components are arriving into stores in time for the Holiday season, and this wrap option is available at no charge to our customers. Participating Stores 28, 31, 38, 51, 93, 115, 149,164, 171, 198, 217, 227, 252, 279, 287, 298, 310, 326, 329, 334, 340, 355, 361, 367, 371, 381, 411, 416, 420, 425, 432, 434, 438, 445, 452, 470, 485, 490, 495, 516, 523, 532, 539, 554, 579, 601, 605, 630, 632, 643, 653, 655, 670, 703, 706, 771 Components 125 Cello Bags 108 Gift Tags 108 Ribbon Pieces Merchandising Instructions Select a wine or wines to place inside either the single/double Vintages wooden gift boxes Place front panel behind the box to show product Place single/double wooden gift box inside cello wrap bag (product to be facing front of bag) Complete a Generic Gift Tag (Central Supply #691311) using KWIK PRICE Thread Vintages Gift Tag and Generic Price Tag through ribbon piece provided. Tie a bow around the top of the cello boxed product. To neatly finish gift wrap presentation, ensure excess cello is taped to the back of the box Pre-wrapped single & double Vintages wooden boxes are to be merchandised on the following fixtures: 1. Vintages Nesting Table 2. Vintages End Aisles 3. Vintages In-Section Vintages Year-Round Wooden Box (1 Bottle) LCBO# Vintages Year-Round Wooden Box (2 Bottle) LCBO# Marketing & Product Guide 13

16 Gifting - Nesting Table#1 Give Share Enjoy Merchandising Option A Nesting Table #1 Nesting Table #1 is the primary location for gifting items. The selected products to be merchandised on Nesting Table #1 are the 20 participating products on the following page. When the Holiday items are sold through, replenish with residual Seasonal or Year Round gift packaging items. Components Participating stores will receive the following signage components Nesting Table Enhanced Sign Cello wrap kits Merchandising Overview Products to be merchandised according to placement map. All Nesting Tables must have a basket on each corner. Store manager may modify product selection based on customer buying patterns and demographics; however alternate products must support the theme. Participating Stores 1, 10, 22, 23, 35, 38, 41, 51, 55, 74, 82, 115, 130, 149, 156, 164, 187, 198, 211, 212, 217, 226, 227, 248, 249, 250, 253, 263, 279, 310, 329, 334, 346, 351, 355, 359, 371, 378, 390, 391, 393, 394, 401, 404, 411, 412, 417, 438, 445, 453, 459, 485, 486, 490, 495, 497, 500, 542, 545, 554, 556, 568, 575, 579, 580, 585, 587, 590, 599, 601, 602, 617, 618, 619, 623, 624, 627, 632, 633, 640, 643, 649, 652, 653, 655, 658, 661, 670, 699, 703, 741, Period 9

17 Give Share Enjoy Gifting - Nesting Table #1 Participating Products Nesting Table #1 Please order two or three cases of each of the 20 products. LCBO # Product Description Size A Fior Di Latte Bottego 500 ml B Old Tom's Egg Nog 750 ml C Rumchata Gift Pack With Branded Coffee Mug n/a D Smirnoff Peppermint Twist 750 ml E Evan Williams Original Southern Egg Nog 750 ml F Greene King Festive Pudding Ale 500 ml G Fuller's 2017 Vintage Ale 500 ml H Winter Beard Double Chocolate Cranberry Stout 750 ml I Mrs. Beachley's Mulled Wine 750 ml J Girls' Night Out Chocolate Raspberry Truffle 750 ml K Tommasi Duo Gift Pack, Graticcio & Pinot Grigio n/a L Girls' Night Out Red Velvet Cheesecake Macaron 750 ml M Warm 'N Cozy Mulled Wine 750 ml N Mozart Chocolate Cream 750 ml O Kahlua Peppermint Mocha 375 ml P Absolut Holiday Limited Edition Bottle 750 ml Q N'ice Chouffe 330 ml R Cuvee Van De Keizer Blauw ml S 3822 Bah Humbug Christmas Cheer Ale 500 ml T Big Rock Winter Spice Holiday Can Facings P R S Vintages 3 Facings 3 Facings N O 3 Facings M 3 Facings M A 3 Facings A 3 Facings 3 Facings L 3 Facings L Nesting Table & VM Decor B 3 Facings B 3 Facings 3 Facings I J K 3 Facings I J K C 3 Facings C 3 Facings 3 Facings 3 Facings D 3 Facings D 3 Facings 3 Facings 3 Facings E 3 Facings E 3 Facings Q F T 6 Facings H 3 Facings 3 Facings G Marketing & Product Guide 15

18 Gifting Promo Table Give Share Enjoy Promo Table The Promo Table is the primary location to merchandise the seasonal gifting for stores without Nesting Tables. The selected products to be merchandised on the Promo Table are the 4 participating products below. When seasonal gift packaging items are sold through replenish with year round gift packaging items. Participating Stores 4, 5, 15, 17, 19, 34, 36, 58, 64, 83, 97, 102, 106, 148, 154, 168, 191, 207, 209, 228, 233, 243, 252, 265, 287, 288, 298, 326, 344, 360, 361, 367, 373, 385, 386, 387, 407, 408, 425, 431, 437, 443, 491, 499, 501, 505, 511, 523, 532, 536, 540, 544, 549, 551, 555, 569, 573, 609, 616, 626, 629, 631, 634, 635, 636, 638, 641, 642, 654, 677, 694, 702 Participating Products Promo Table Participating Products will be featured in the Period 9 LCBO Flyer. LCBO# Product Description Size A Fior Di Latte Bottega 500 ml B Pre-wrapped Pail C Old Tom's Egg Nog 750 ml D Gift Fabric Bags E Smirnoff Peppermint Twist 750 ml F Pre-wrapped Pail G Evan Williams Original Southern Egg Nog 750 ml H Gift Fabric Bags Merchandising Overview Store manager may modify product selection based on customer buying patterns and demographics; however alternate products must match the theme. Please order 1-2 cases of each of the 4 products. Skull Jiggers/Stoppers to be merchandised on table. Please refer to the Promo Table Product Placement Map. Participating stores will receive Nesting Table #1 Sign Cello Wrap Pail F G 6 Facings Fabric Bags H E 3 Facings SIGNAGE SOFT DRESSING 6 Facings A Fabric Bags 6 Facings D C Pail B 16 Period 9

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

20 Give Share Enjoy 18 Period 9Trade Copy Only

21 Holiday Gift Cards Participating Stores All Stores An important incremental sales opportunity! For customers who aren t sure of what to buy don t let them leave empty-handed. Recommend an LCBO or Vintages gift card. When customers redeem our gift cards, they spend an average of 50% more than the value of the card and often splurge by buying higher priced premium brands. This year s holiday themed gift cards and presenters will arrive in stores the week of October 10th. Gift Card Merchandising signage will arrive in Period 9. Please ensure that gift cards and presenters are merchandised properly and are continuously replenished to keep them fully stocked at all times. Only display gift cards from previous years when current inventory is low. Marketing & Product Guide 19

22 Holiday Gift Cards Give Share Enjoy Overview This year s holiday themed gift cards and presenters will arrive in stores the week of October 10th. Gift Card Merchandising signage will arrive in Period 9. Please ensure that gift cards and presenters are merchandised properly and are continuously replenished to keep them fully stocked at all times. Only display gift cards from previous years when current inventory is low. LCBO Holiday Gift Card (Red) Case packed 25 LCBO# Min $10/Max $500 per card LCBO Holiday Gift Card Presenter (Cheers!) Case packed 25 LCBO# Gift Card Allocations & Receivals LCBO Holiday Gift Card (Green) Case packed 25 LCBO# Min $10/Max $500 per card LCBO Holiday Gift Card Presenter (Santé!) Case packed 25 LCBO# Vintages Gift Card Case packed 25 LCBO# Min $10/Max $500 per card Vintages Gift Card Presenter Case packed 25 LCBO# Stores will receive an indicating the quantity of gift cards and presenters shipped along with their corresponding LCBO numbers. Receive gift cards and presenters into inventory as you would any other Vendor Direct Receivals using Givex distributor Vendor Direct Receivals procedures are available on the intranet portal (search Vendor Direct Receivals ) Gift Card Batch Activations Gift Card Batch Activation is available for customers purchasing large orders. Complete batch activation instructions are available on the intranet portal. Search Gift Card Program, select Article Url, and select Batch Activation Form on the right hand side of the Gift Card Program page. Alternatively, customers can conveniently order gift cards online in bulk quantities for a nominal fee at 20 Period 9

23 Give Share Enjoy Holiday Gift Cards Merchandising Instructions Merchandise gift cards and presenters on the following fixtures: Small or Large Acrylic Gift Card Merchandisers at cash desk. Acrylic Gift Card Holders on the top row of the Wooden Gift Packaging Merchandiser (if your store has one). Signage Re-order Codes Component Large Acrylic Gift Card Merchandiser (for cash desk) Large Acrylic Gift Card Merchandiser Sign Extender Large Acrylic Gift Card Merchandiser Insert Sign (2 pieces) Small Acrylic Gift Card Merchandiser (for cash desk) Small Acrylic Gift Card Merchandiser Insert Sign (LCBO) (2 pieces) Small Acrylic Gift Card Merchandiser insert sign (Vintages) (2 pieces) LCBO Acrylic Gift Card Merchandiser (Large) Re-order# GFT099 GFT119 18P9-GFT20 GFT105 Gift Cards for the Holidays Available from $10 to $500 Gift card contains no value until activated. Not redeemable for cash. See card for details. LCBO and Vintages Gift Cards are not for resale or for use for unauthorized advertising, marketing, sweepstakes or other promotional purposes. 18P9-GFT21 DMS-GFT-SV LCBO Acrylic Gift Card Merchandiser (Small) Vintages Acrylic Gift Card Merchandiser (Small) Marketing & Product Guide 21

24 Holiday Gift Cards Give Share Enjoy Gift Card Floor Merchandiser Participating Stores 1, 4, 5, 10, 15, 18, 19, 21, 22, 23, 25, 31, 35, 36, 38, 41, 57, 58, 62, 63, 64, 65, 74, 82, 95, 115, 145, 148, 149, 154, 156, 163, 164, 168, 171, 179, 182, 187, 195, 198, 200, 201, 209, 212, 214, 217, 218, 221, 226, 227, 228, 233, 234, 237, 243, 248, 249, 250, 252, 253, 255, 265, 278, 279, 287, 288, 295, 298, 300, 310, 311, 325, 326, 329, 334, 340, 341, 344, 345, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 383, 385, 386, 387, 390, 391, 392, 393, 394, 397, 398, 401, 404, 407, 412, 415, 416, 417, 425, 427, 428, 432, 434, 437, 438, 443, 445, 452, 453, 457, 459, 465, 470, 481, 485, 486, 490, 491, 494, 495, 497, 499, 505, 511, 512, 522, 523, 528, 534, 536, 540, 542, 544, 545, 546, 547, 551, 553, 554, 555, 556, 559, 566, 569, 573, 575, 579, 580, 587, 590, 601, 602, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 640, 641, 642, 643, 644, 649, 652, 653, 657, 658, 661, 665, 694, 698, 700, 702, 703, 706, 741, 771, 776 Merchandising Instructions Beginning the week of October 30th, participating stores will receive merchandising instructions, along with the following items: One partially assembled and pre-packed cardboard floor merchandiser 300 LCBO Holiday Gift Cards 300 LCBO Holiday Presenters Assembly instructions Receive gift cards and presenters into inventory as you would any other vendor direct receivals using Givex distributor Vendor direct receivals procedures are available on the intranet portal (search Vendor Direct Receivals). The Floor Merchandiser will be shipped pre-merchandised with LCBO Holiday Gift Cards and Presenters. 150 cards and 150 presenters fit on each side of the merchandiser, for a total of 300 cards and 300 presenters. Peggable Gift Cards & Presenters Stores will not be receiving new Holiday or Vintages Peggable Gift Card & Presenters, however if your store still has inventory left over from last holiday, please merchandise them on the end aisle, using the metal peg hooks as shown in the diagram. Please check your back room/warehouse for these peg hooks as stores that participated in this program last year were asked to store them away for future use. Display a minimum of 10 Peggable Gift Card and Presenters per hook. Re-order Codes End Aisle Metal Peg Hook GFT GC PEG HK-EA Holiday Peggable Gift Card & Presenter Holiday Gift Card Floor Merchandiser End Aisle Metal Peg Hook Vintages Year-Round Peggable Gift Card & Presenter 22 Period 9

25 P9 Brand Domination Participating Stores 1, 4, 5, 10, 15, 18, 21, 23, 26, 34, 38, 57, 58, 64, 65, 82, 115, 148, 149, 164, 171, 195, 198, 200, 212, 217, 226, 228, 233, 243, 250, 252, 253, 263, 269, 279, 288, 298, 300, 310, 325, 326, 329, 334, 344, 346, 351, 355, 359, 360, 367, 371, 378, 385, 390, 394, 398, 404, 407, 412, 416, 417, 428, 443, 445, 452, 453, 459, 465, 470, 490, 491, 495, 497, 499, 511, 522, 523, 532, 542, 544, 545, 551, 555, 575, 579, 602, 609, 619, 623, 624, 630, 631, 632, 641, 670, 671, 703, 771, 776 Dear LCBO Colleagues, In PT5, we have introduced the Brand Domination initiative. This promotional program showcases one brand in the top 100 Spirits stores for a full period. PT5 marked our first foray into this effort with Smirnoff Vodka taking the spotlight. It proved remarkably successful for the brand and consumer alike. In PT8, J.P. Wiser took centre stage. Now in P9, our third Brand Domination promotion will feature Johnnie Walker and will expand into other promotional vehicles, including the LCBO flyer, Food & Drink and LCBO.com. Exterior and interior store signage will prominently feature select brands while stores will build highly visible product displays and regularly host in-store tastings to connect with consumers. The P9 period revolves around gifting and entertaining, which perfectly aligns with the Johnnie Walker brand, the world s most popular scotch whisky. As a truly global brand, it carries an image of sophistication, heritage and legacy. Its handsome packaging, range of taste options and price points, as well as its versatility ensures it is an easy and elegant choice for entertaining. There are any number of touch points for you to connect with consumers and educate them about Johnnie Walker s premium quality and rich history. IMPORTANT: Please note that the Brand Domination Program will end on December 2nd (one week into PT10). Please DO NOT replace Brand Domination Program signage with holiday-themed signage until December 3rd. Thanks for your continued enthusiasm and collaboration! Peter Cloutier - Category Manager, Brown Spirits Sarah Smith - Marketing Manager, Spirits Marketing & Product Guide 23

26 Brand Domination - Period 9 Give Share Enjoy BRAND DOMINATION PERIOD 9 Exterior Banners Dimensions: 43½ w x 90 h Install: Exterior on building. Re-order# 18BD-EB1 Re-order# 18BD-EB4 Re-order# 18BD-EB2 Re-order# 18BD-EB3 24 Period 9

27 Give Share Enjoy November 5, December 2, 2017 Exterior Transparency Dimensions: 28 w x 45 h Install: Only for store #452 All transparency signs are vendor installed between November 7 - November 9, 2017 Power Aisle Banners Dimensions: 45 w x 33 h Install: Over the Power Aisle. Re-order# 18BD-PA1 Re-order# 18BD-PA2 BRAND DOMINATION PERIOD 9 Marketing & Product Guide 25

28 Brand Domination - Period 9 Give Share Enjoy BRAND DOMINATION PERIOD 9 Perimeter Transparency Square Dimensions: 28 ½ w x 28 ½ h Install: All transparency signs are vendor installed between November 7 - November 9, 2017 Perimeter Transparency Horizontal Dimensions: 45 w x 28 h Install: All transparency signs are vendor installed between November 7 - November 9, Period 9

29 Give Share Enjoy November 5, December 2, 2017 Perimeter Transparency Vertical Dimensions: Small: 28 w x 45 h Medium: 28 w x 54 h Install: All transparency signs are vendor installed between November 7 - November 9, 2017 Window Show Cards Re-order# 18BD-WS1 Dimensions: 28 w x 45 h Install: In the windows on the hanger and in designated Wood Frames. Re-order# 18BD-WS2 BRAND DOMINATION PERIOD 9 Marketing & Product Guide 27

30 Brand Domination - Period 9 Give Share Enjoy BRAND DOMINATION PERIOD 9 Tasting Bar Sign Dimensions: / 16 w x 32 9 / 16 h Install: In the frame on the portable Tasting Bar. Some stores were supplied a backlit sign holder. Re-order# 18BD-TB2 Banner Insert Dimensions: 20 w x 70 h Install: In the Banner Stand frame Re-order# 18BD-TB1 28 Period 9

31 Give Share Enjoy November 5, December 2, 2017 Over-sized Perpendicular In-Section Shelf Sign To highlight the Johnnie Walker brand in-section, each store will receive two over-sized die-cut perpendicular shelf signs. Participating Product LCBO# Description Format 1099 Johnnie Walker Red 750 ml Merchandising Instructions Signage and Re-order Information Over-sized Die Cut Bottle Perpendicular Shelf Talker Re-order# 18BD-ST6 Using existing shelf clips to install a Die-cut Bottle Sign on each side of the Johnnie Walker Red (LCBO# 1099) merchandised section to create a bookend effect. Stores can order extra shelf clips if necessary. Perpendicular Shelf Clips (bag of 20) Re-order# PSTC Die Cut Perpendicular Shelf Talker BRAND DOMINATION PERIOD 9 Marketing & Product Guide 29

32 Brand Domination - Period 9 Give Share Enjoy BRAND DOMINATION PERIOD 9 Block Pile Display To create more excitement in stores and to further promote the Johnnie Walker brand, all participating stores must build a block pile display. Participating Product LCBO# Description Format 1099 Johnnie Walker Red Label Scotch Whisky 750 ml 7880 Johnnie Walker Black Label 750 ml Johnnie Walker Black Label 1140 ml Johnnie Walker Gold Label Reserve Bullion Bottle 750 ml Merchandising Instructions Signage and Re-order Information Over-sized Die Cut Display prop Re-order# 18BD-BP1 Riser Wrap Re-order# 18BD-BP4 Pricer Cards Re-order# 18BD-BP5 Group Version Re-order# 18BD-BP2 Jim Beverage Version Re-order#18BD-BP3 Use the Oversized Johnnie Walker Black Box, Johnnie Walker Self-Supported Banner Signs and riser wraps to build a block pile display with the participating products. Merchandise the pricer card in front of the Johnnie Walker s products. Please use a minimum of 36 cases of product to create an impactful block pile. The exact product/ sku allocation is up to store manager s discretion. Please ensure that all other Johnnie Walker branded displays also have sufficient display quantities. Block Pile Display Example 30 Period 9

33 Give Share Enjoy November 5, December 2, 2017 Tasting Events Diageo will run tastings in 100 stores during P9 to support the Brand Domination program. Each store will host one tasting each Saturday of the promotion. These stores will follow the Enhanced Tasting Program format. There will be three types of tastings. Option 1 Tastings Participating Stores 1, 4, 5, 15, 18, 21, 23, 26, 34, 57, 58, 64, 65, 82, 115, 148, 149, 195, 198, 200, 212, 226, 228, 233, 243, 250, 252, 253, 263, 269, 279, 298, 300, 310, 325, 326, 344, 351, 359, 360, 367, 378, 390, 398, 404, 407, 417, 428, 443, 453, 459, 465, 490, 491, 495, 497, 499, 511, 522, 532, 544, 545, 551, 575, 579, 602, 609, 624, 631, 632, 641, 670, 671, 771, 776 Participating Products LCBO# Description Format 1099 Johnnie Walker Red Label 750 ml 7880 Johnnie Walker Black Label 750 ml Key Dates: Saturday, November 11, 18, 25 and Saturday, December 2. Please provide: Baskets Tasting bar signage (shipped to your store) Diageo will provide: Demonstrator Giveaways (Johnnie Walker Mentorship invite, Johnnie Walker blended Scotch flavour map) Food match (dark chocolate) BRAND DOMINATION PERIOD 9 Marketing & Product Guide 31

34 Brand Domination - Period 9 Give Share Enjoy Option 1A Tastings BRAND DOMINATION PERIOD 9 Participating Stores 10, 38, 164, 171, 217, 288, 329, 334, 346, 355, 371, 385, 394, 412, 416, 445, 452, 470, 523, 542, 555, 619, 623, 630, 703 Participating Products LCBO# Description Format 7880 Johnnie Walker Black Label 750 ml Johnnie Walker Gold Label Reserve Bullion Bottle 750 ml Key Dates: Saturday, November 11, 18, 25 and Saturday, December 2. PLEASE NOTE: Stores 13, 346, 385 and 555 will host larger-scale tastings on select Saturdays. See Option 2 Tastings below. Please provide: Banner Stand Banner stand signage (shipped to your store) Tasting bar signage (shipped to your store) Diageo will provide: Demonstrator Giveaways (Johnnie Walker Mentorship invite, Johnnie Walker blended Scotch flavour map) Food match (chocolates and truffle and cheeseboard) 32 Period 9

35 Give Share Enjoy November 5, December 2, 2017 Option 2 Tastings Participating Stores 10, 346, 385, 555 Participating Products LCBO# Description Format Johnnie Walker Gold Label Reserve Bullion Bottle 750 ml Johnnie Walker Blue Label 750 ml Key Dates: Saturday, November 11, 2017: Store 385 Saturday, November 18, 2017: Store 346 Saturday, November 25, 2017: Store 555 Saturday, December 2, 2017: Store 10 Please provide: Baskets Banner stand fixture Banner stand signage (shipped to your store) Tasting bar signage (shipped to your store) Diageo will provide: Demonstrator Further education to JW Heritage, history and blenders Custom engraved Johnnie Walker Blue with purchase Giveaways (Johnnie Walker Mentorship invite, Johnnie Walker blended Scotch flavour map) Food match (chocolates and truffle and cheeseboard) BRAND DOMINATION PERIOD 9 Marketing & Product Guide 33

36 Brand Domination - Period 9 Give Share Enjoy BRAND DOMINATION PERIOD 9 THE HISTORY OF JOHNNIE WALKER Over 190 years ago, a young lad named John Walker opened his very own grocery shop in Kilmarnock, Scotland. The Walker s signature style has always been characterized by a big, smoky flavor, superior consistency and unparalleled depth. The Walker blend draws the best flavours together from all over Scotland to create something truly magnificent, the World s Greatest Whisky House. Nearly two hundred years later the legacy of Johnnie Walkercontinues and the journey marches on... THE BLEND A depth of flavours like no other. Dark fruits, vanilla and the signature Johnnie Walker smokiness. More than 30 malt & grain whiskies go into the making of Black Label. All matured for at least 12 years. Made with some of the best Single Malts in the world from Cardhu on Speyside, to Cameron Bridge grains on the Lowlands, and Caol Ila malts from the island of Islay. DID YOU KNOW? Displays are the #1 purchase influencer in Retail for Scotch Category, followed by I saw an advertisement for it Sampling interaction increases purchase conversion by 25% 6 Bottles of Johnnie Walker Blended Scotch Whisky are sold every second around the world EXTRA SPECIAL OLD HIGHLAND WHISKY = BLACK LABEL ICONIC PACK THE ICONIC AGE STATEMENT THE ROYAL WARRANT STRIDING MAN JOHNNIE WALKER BLACK RETAIL SALES VALUE: R3: $4,653,249 (+12%) R6: $8,579,124 (+12%) R13: $19,557,162 (+9.3%) *LCBOSOD as of LCBO P06 34 Period 9

37 Advertising & Online Exclusive Offers PT9 LCBO Biweekly Flyer Week 1 & 3 Radio Digital Ads Online Exclusives Marketing & Product Guide 35

38 Biweekly Flyer Give Share Enjoy Period 9 LCBO Biweekly Flyer Week 1 & 3 The LCBO Bi-Weekly Flyer was launched in PT6. As we enter a more competitive landscape, the flyer is intended to specifically drive product revenue and be a top-of-mind vehicle for our customers. The focus of the flyer is on sales, promotions and value. Brief product information will also be included to engage customers. The flyer will feature: Long Weekend Super Sales (when applicable) Deal of the Week Gifting/Hosting Cocktail of the Month 10 wines under $10.95 Great Deals (BAM/LTO s) E-com Exclusives/Offers The flyer will be distributed in all LCBO stores, community papers across the province and in the Flipp app. There will be two flyers released every period, on the Thursdays of weeks 1 and 3. Please refer to the latest Marketing & Product Guide for publication dates, as the dates may vary. Merchandising Instructions All LCBO stores will receive copies of the flyer and are required to merchandise using the new self-merchandiser during the release week, or until inventory is depleted. The self-merchandiser should be located at the front of the store where space permits, either in the vestibule, close to the Deal of the Week display or close to shopping carts. Stores will receive between quantities depending on their size and traffic. If needed, please contact HelloLCBO to adjust shipment quantity. FLS designated stores will also receive a French version of the flyer. LCBO Biweekly Flyer Self-Merchandiser Insert Re-order# English: DMS-18P9-DP3 Bilingual: DMS-18P9-DP4 LCBO Flyer Week 1 36 Period 9 LCBO Flyer Week 3

39 Give Share Enjoy Biweekly Flyer Week 1 & 3 Publications Publications & Insertion Dates for Week 1 & 3 Publication Insertion Date Thunder Bay Chronicle-Journal Thunder Bay Chronicle-Journal - EMC Sudbury Northern Life Ajax/Pickering News Advertiser Alliston Herald Barrie Advance Belleville Metroland Inserts Brampton Guardian Brant News Burlington Post Caledon Enterprise Cambridge Times City Centre Mirror Cobourg Northumberland News Collingwood Connection East York TOR Metroland Inserts Etobicoke Guardian Etobicoke TOE Metroland Inserts Flamborough Review Georgetown/ Acton - Independent & Free Press Guelph Tribune Hamilton Metroland Inserts Innisfil Journal Kawartha Lakes This Week Kingston Metroland Inserts Lower Ottawa Valley Metroland Inserts Markham Economist & Sun Midland Penetanguishene Mirror Milton Canadian Champion Mississauga News Muskoka Region Newmarket Era/ Aurora Banner - Thu Niagara This Week Norfolk News (ON) Oakville Beaver Orillia Today Oshawa/ Whitby This Week Ottawa Regional Market Metroland Inserts Peterborough This Week Port Perry Star Richmond Hill/ Thornhill Liberal Scarborough Mirror St. Thomas/Elgin Weekly News Toronto North York Mirror Uxbridge Times-Journal Vaughan Citizen Wasaga Sun-Stayner Sun Waterloo Region TMC Dryden Media Distributors Windsor Star Windsor Star - EMC Chatham This Week (ON) Cornwall Standard Freeholder Cornwall Standard Freeholder - EMC Grey Bruce This Week Kenora Lake of the Woods Enterprise North Bay Nugget Community Voices Pembroke/Petawawa News Sarnia Observer Sarnia This Week Timmins Times Woodstock Oxford Review November 9, 2017 (Week 1) + November 23, 2017 (Week 3) Orangeville Banner Marketing & Product Guide 37

40 Biweekly Flyer Week 1 Participating Products Give Share Enjoy Period 9 LCBO Biweekly Flyer Week 1 Participating Products LCBO # Description Format Johnnie Walker Black Label 1140 ml EXPERT PICKS: COCKTAIL Grand Marnier 375 ml 1925 Courvoisier VS 750 ml 8284 Hennessy VS Cognac 750 ml GIFTING/HOSTING Aquinas Pinot Noir Napa Valley Cesari Amarone Classico Doc 750 ml Henry Of Pelham Cuvee Catharine Brut Rose VQA 750 ml Cloudy Bay Sauvignon Blanc 750 ml WINES 10 UNDER $ Trapiche Astica Sauvignon/Semillon 750 ml Citra Pinot Grigio Terre Di Chieti 750 ml Mezzomondo Sangiovese Merlot Puglia IGT 750 ml Passion Of Portugal Red, Lisboa 750 ml Candidato Oro, Vdt Castilla 750 ml Flipflop Cabernet Sauvignon 750 ml Two Oceans Pinot Grigio 750 ml Naked Grape Sauvignon Blanc 750 ml Naked Grape Chardonnay 750 ml Kittling Ridge White Zinfandel/Vidal 750 ml NEW & NOW Masi Costasera Amarone Classico Doc 750 ml Meiomi Pinot Noir 750 ml Taylor Fladgate 20-Year-Old Tawny Port 750 ml Dillon's Dry Gin 750 ml Mount Gay Rum Black Barrel Rumchata Rum Cream Liquor 1140 ml 1867 Drambuie 750 ml Henry of Pelham Cuvée Catharine Brut VQA 750 ml Jackson-Triggs Reserve Vidal Icewine 375 ml Basil Hayden Kentucky Bourbon 750 ml The Glenlivet Founder's Reserve Scotch Whisky 1140 ml MAIN FEATURE: COGNAC Meukow Cognac VS 750 ml Cognac Gautier VS 750 ml Martell VS Fine Cognac 750 ml 4101 Remy Martin VSOP 750 ml Hine Rare VSOP 750 ml Baron Otard VSOP Cognac 750 ml 38 Period 9

41 Give Share Enjoy Biweekly Flyer Week 1 Participating Products LCBO # Description Format GREAT DEALS Forty Creek Barrel Select Whisky 750 ml Appleton Estate V/X Signature Blend 1750 ml Canadian Club Premium 1140 ml Black Cow Pure Milk Spirit 750 ml Radio Boka Tempranillo Valencia 3000 ml Sawmill Creek Merlot Bag in Box 4000 ml Jacob's Creek Moscato 1500 ml Cono Sur Bicicleta Viognier 1500 ml Wyndham Estate Bin 555 Shiraz 1500 ml Chopin Potato Vodka 750 ml Beluga Russian Luxury Vodka 750 ml Russian Standard Platinum Vodka 750 ml Bombay Sapphire East 750 ml Captain Morgan Black Spiced Rum 750 ml Jack Daniel's Tennessee Whiskey 750 ml Singleton Of Dufftown 12 Year Old 750 ml 2253 Disaronno Originale Amaretto 750 ml St Remy XO Brandy 750 ml El Jimador Tequila Reposado 750 ml Yellow Tail Shiraz 1500 ml Bota Box Cabernet Sauvignon Bag in Box 3000 ml Pelee Island Rouge 1500 ml Mill Street 100th Meridian Organic 6 x 341 ml Innis & Gunn IPA 6 x 330 ml SHOP ONLINE Casillero del Diablo Reserva Cabernet Sauvignon 1500 ml Jackson-Triggs Pinot Grigio Bag in Box 4000 ml Cupcake Red Velvet Bag in Bpx 3000 ml Marketing & Product Guide 39

42 Biweekly Flyer Week 3 Participating Products Give Share Enjoy Period 9 LCBO Biweekly Flyer Week 3 Participating Products LCBO # Description Format 2691 Tanqueray Gin 750 ml EXPERT PICK/WHAT WE RE DRINKING THIS MONTH Waterloo Dark 473 ml Ace Hill Pilsner 473 ml Erdinger Weissbier 500 ml GIFTING/HOSTING: HOSTING FOR GAME NIGHT Cesari Amarone & Mara Ripasso Olive Oil Gift Set 2 x 750 ml Taylor Fladgate Late Bottled Vintage Port Gift Pack 750 ml Holiday gift bag and card SUPER SALE 2691 Tanqueray Gin (Deal of the Week) 750 ml Brotte La Fiole Cote Du Rhone Aoc 750 ml 7880 Johnnie Walker Black 12 Yr 750 ml Glenlivet 18YO 750 ml Redbreast 12YO 750 ml Girls Night Out Pinot Grigio 1500 ml Big Bill Cabernet Sauvignon 750 ml Conundrum Red 750 ml Budweiser 6 X 473 ml WINES 10 UNDER $ Citra Montepulciano D'Abruzzo Doc 750 ml Kittling Ridge Kingsgate Reserve Apera 750 ml Oggi Botter Pinot Grigio 750 ml Alandra Red 750 ml Mastronardi Sangria 750 ml Santa Carolina Chardonnay 750 ml Hardys Stamp Series Chardonnay/Semillon 750 ml Two Oceans Sauvignon Blanc 750 ml The Beachhouse Sauvignon Blanc 750 ml Girls' Night Out Mimosa 750 ml NEW & NOW Bitburger Keg 5000 ml Moët & Chandon Imperial Brut Golden Sleeved 1500 ml The Glenlivet Founder's Reserve Gift Pack 750 ml Grey Goose Vodka with Alpine Tube 750 ml Moselland Ars Vitis Riesling Hockey Scene 750 ml Casillero Del Diablo Hertiage Release Gran Vino 750 ml Canadian Club Classic Small Batch Gift Tin 375 ml Maynards 100 Years Old of Port 4 X 200 ml Casamigos Tequila Reposado Gift Pack 750 ml Steam Whistle Lunch Box 6 X 473 ml 40 Period 9

43 Give Share Enjoy Biweekly Flyer Week 3 Participating Products LCBO # Description Format NEW & NOW Moselland Riesling Cat Bottle - Purple 500 ml Sawmill Creek Riesling Bag in Box 4000 ml Pelee Island Blanc de Blanc VQA 1500 ml Jacob's Creek Double Barrel Shiraz 750 ml Kendall-Jackson Vintner's Reserve Chardonnay 750 ml Hidden Bench Estate Pinot Noir 750 ml Beringer Founders' Estate Cabernet Sauvignon 750 ml Pelee Island Secco VQA 750 ml GREAT DEALS No. 3 Dry Gin 750 ml Basil Hayden Kentucky Bourbon 750 ml Broker's Premium London Dry Gin 750 ml 1206 Bacardi Gold Rum 750 ml Masi Campofiorin IGT 750 ml Jacob's Creek Reserve Cabernet Sauvignon Coonawarra 750 ml Blu Giovello Pinot Grigio 750 ml La Linda Private Selection Old Vines Malbec 750 ml Open Smooth White VQA 750 ml Sauza Silver Tequila 1140 ml Kahlua Coffee Liqueur 1140 ml Baileys Original Irish Cream 1140 ml Crown Royal Whisky 1750 ml Absolut Vodka 1750 ml Codorniu Brut Clasico Sparkling 750 ml Cono Sur Sparkling Pinot Noir Rosé 750 ml XOXO Pinot Grigio+Chardonnay Sparkling 750 ml Domaine Chandon Brut Classic 750 ml Lamarca Prosecco Doc 750 ml High River Canadian Whisky 750 ml Buffalo Trace Kentucky Straight Bourbon Whiskey 750 ml Southern Comfort 750 ml Grant's Sherry Cask Reserve Scotch Whisky 750 ml J.P. Wiser's Deluxe Whisky 1750 ml Old Pulteney 12 Years Old Highland Single Malt Scotch 750 ml Appleton Estate Reserve Jamaica Rum 750 ml Ferreira Dona Antonia Tawny Reserve Port 750 ml Glayva 750 ml Montecillo Rioja Reserva 750 ml Cavit Collection Pinot Grigio Delle Venez Igt 750 ml Santa Carolina Reserva Sauvignon Blanc 750 ml Marketing & Product Guide 41

44 Biweekly Flyer Week 3 Participating Products Give Share Enjoy LCBO # Description Format GREAT DEALS Villa Sandi Prosecco 750 ml Raymond Family Classic Cabernet Sauvignon 750 ml Patron Silver 1750 ml Laphroaig Select 750 ml Forty Creek Copper Pot Reserve Whisky 1750 ml Aberfeldy 12 Year Old 750 ml 620 Silk Tassel Canadian Whisky 750 ml Prince Igor Vodka 1140 ml Russian Prince Vodka 1140 ml Bruichladdich The Botanist Islay Dry Gin 750 ml St-Germain Elderflower Liqueur 750 ml Sobieski Vodka 750 ml Muskoka Mad Tom 6 x 341 ml Miller Genuine Draft 6 x 355 ml Coors Light 6 x 341 ml Michelob Ultra 6 x 473 ml Great Lakes Pompous Ass 473 ml SHOP ONLINE 1099 Johnnie Walker Red + Fever Tree Ginger Ale Pack (Cyber Monday Online Offer Only). 42 Period 9

45 Give Share Enjoy Top Pick under $10.95 Perpendicular Shelf Talkers Overview ALL Stores will receive a bundle of 30 Perpendicular Shelf Talkers each period to support the Top Pick under $10.95 wines story in the Biweekly Flyer. These shelf talkers should be merchandised in front of participating products. Merchandising Instructions The Top Pick under $10.95 Perpendicular Shelf Talker will be 3 x 3. Stores will be sent a bundle of 30 each period to display in front of the corresponding products in that period s flyers. Re-order# English: DMS-18P9-ST15 Bilingual: TBD Participating Products LCBO # Description Format (ml) Trapiche Astica Sauvignon/Semillon 750 ml Citra Pinot Grigio Terre Di Chieti 750 ml Mezzomondo Sangiovese Merlot Puglia IGT 750 ml Passion Of Portugal Red, Lisboa 750 ml Candidato Oro, Vdt Castilla 750 ml Flipflop Cabernet Sauvignon 750 ml Two Oceans Pinot Grigio 750 ml Naked Grape Sauvignon Blanc 750 ml Naked Grape Chardonnay 750 ml Kittling Ridge White Zinfandel/Vidal 750 ml Trapiche Astica Sauvignon/Semillon 750 ml Citra Pinot Grigio Terre Di Chieti 750 ml Mezzomondo Sangiovese Merlot Puglia IGT 750 ml Passion Of Portugal Red, Lisboa 750 ml Candidato Oro, Vdt Castilla 750 ml Flipflop Cabernet Sauvignon 750 ml Two Oceans Pinot Grigio 750 ml Naked Grape Sauvignon Blanc 750 ml Naked Grape Chardonnay 750 ml Kittling Ridge White Zinfandel/Vidal 750 ml Please install the perpendicular shelf talker in front of the corresponding wine products using the perpendicular shelf talker clip (PSTC201404). Participating Stores ALL STORES Marketing & Product Guide 43

46 Advertising Give Share Enjoy Radio: LCBO# Description Format LTO Duration Cardhu Single Malt Scotch 750 $8.00 Thursday November 9 - Wednesday November Wolf Blass Yellow Label Shiraz 750 $4.00 Thursday November 16 - Wednesday November 22 Digital Ads: The following products will be promoted in digital ads and social media. LCBO# Description Format 67 Smirnoff (with Honey Sparkler cocktail) Crown Royal Whisky (Smoked Maple Manhattan cocktail) 750 ml 5959 Bailey's Original Irish Cream (Haute Chocolate cocktail) 750 ml 44 Period 9

47 Give Share Enjoy Online Exclusive Offers Online Exclusive Offers: Wine Wednesday Starting in September, the LCBO offers customers an exclusive online offer on Wednesday of each week, now known as Wine Wednesday. On this day only, online customers will be able to participate in the offer. Quantities are limited. Note that advertising will be pushed out to customers using a combination of LCBO social media channels (Facebook and Twitter), LCBO.com and/or mylcbo s. Product Date LCBO# Description Format Value Add November 8, Veuve Clicquot Brut 750 ml Gift tin with marker for customizable message November 15, Masianco 750 ml Waterproof wine bottle carrying bag to chill and carry November 22, Carnivor Cabernet Sauvignon 750 ml Purchase 3 bottles of Carnivor Cabernet Sauvignon (LCBO# ) and receive a Branded wooden cutting board House Wines Program House wines is an online exclusive program that provides an opportunity for customers to purchase buyer endorsed wines by the case at a reasonable price. In addition the customer is able to take advantage of home delivery. These wines are of quality and offer great value priced at $99 per case. House wines will be featured on LCBO.com Home page carousel, and on the wines page. Here we will offer the customer more information about these wines. We will also provide insight on what is house wine. Note that communication will be pushed out to customers using LCBO social media channels (Facebook and Twitter), LCBO.com and our LCBO mobile app. Products LCBO# Description Format Wine Style Robertson Winery Chenin Blanc 750 ml Aromatic & Flavourful Tocado Grenache 750 ml Medium-bodied & Fruity Marketing & Product Guide 45

48 Give Share Enjoy 46 Period 9

49 Black Friday Super Sale This is a sold program. Participation is mandatory. Key Dates Install: November 23, 2017 Take Down: November 29, 2017 Participating Stores All Stores Overview 9 products will be participating in the Period 9 Black Friday Sale. The promotion will be advertised in November 23 flyer. The promotion will be valid at ALL stores while supplies last. Stores are recommended to order additional stock of participating products. Stores that do not normally carry these products should consider bringing them in for this promotion. Re-order #: English Kit: DMS-18P9-DP1 Bilingual Kit: DMS-18P9-DP2 Marketing & Product Guide 47

50 7443 Valid until November 30, Price subject to change without notice. While supplies last. Valid until November 30, Price subject to change without notice. While supplies last. Brown Spirits Black Friday Super Sale Give Share Enjoy Black Friday Super Sale Display 1 Signage Components: Cut-Case Backer Card Branded Pricer Cards Branded Shelf Talkers Riser Wrap Participating Products: Participating Stores All Stores LCBO# Description Size LTO Value Add 2691 Tanqueray Gin (Deal of the Week) 750 ml $ Brotte La Fiole Cote Du Rhone Aoc 750 ml $ Johnnie Walker Black 12 Yr 750 ml $ Glenlivet 18YO 750 ml $ Redbreast 12YO 750 ml $ Girls Night Out Pinot Grigio 1500 ml $ Big Bill Cabernet Sauvignon 750 ml $ Conundrum Red 750 ml $ Budweiser 6 X 473 ml Goal-synced red light glass VA, with the purchase of TWO 6 x 473 ml. Limited store distribution. See page 39 for information image subject to change SAVE BIG ONE WEEK ONLY November Cut-Case Backer Card SAVE BIG THIS WEEK ONLY SAVE BIG THIS WEEK ONLY Take Down: November 30, 2016 image subject to change Riser Wrap SAVE FROM NOVEMBER JOHNNIE WALKER BLACK REG $56.95 NOW $ ml SAVE JOHNNIE WALKER BLACK NOW $ ml $5.00 REG $56.95 Pricer Card Shelf Talker image subject to change SAVE BIG THIS WEEK ONLY SAVE $5.00 Brown Spirits Take Down: November 30, 2016 image subject to change SAVE BIG THIS WEEK ONLY 48 Period 9

51 NW Wines Take Down: November 30, Valid until November 30, Price subject to change without notice. While supplies last Give Share Enjoy Black Friday Super Sale Black Friday Super Sale Display 2 (Wine Case Savings) Signage Components: Cut Case Backer Card Branded Pricer Cards Bin Tag Extenders Riser Wrap Participating Stores 1, 3, 4, 5, 6, 8, 10, 11, 12, 13, 15, 17, 18, 19, 20, 21, 22, 23, 25, 26, 31, 34, 35, 36, 38, 40, 41, 44, 45, 55, 57, 58, 59, 62, 64, 65, 68, 72, 82, 83, 95, 99, 101, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 154, 155, 156, 163, 164, 165, 167, 171, 179, 182, 187, 188, 192, 195, 198, 200, 201, 207, 209, 211, 212, 214, 217, 218, 221, 226, 228, 233, 234, 237, 242, 243, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 295, 298, 300, 310, 311, 312, 325, 326, 329, 334, 340, 344, 346, 351, 353, 355, 359, 360, 361, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 404, 407, 412, 415, 416, 417, 425, 426, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 485, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 586, 587, 589, 590, 593, 602, 609, 614, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 638, 641, 643, 694, 698, 702, 703, 706, 771, 776 Participating Products: LCBO# Description Size LTO Brotte La Fiole Cote Du Rhone Aoc 750 ml $ Girls Night Out Pinot Grigio 1500 ml $ Big Bill Cabernet Sauvignon 750 ml $ Conundrum Red 750 ml $4.00 image subject to change SAVE BIG ON A CASE OF 12 ONE WEEK ONLY November Please ask staff for assistance. Cut-Case Backer Card image subject to change SAVE $4.00 ON A BOTTLE (750 ml) NOW $14.05 REG $18.05 SAVE BERINGER FOUNDERS ESTATE CABERNET MEDIUM-BODIED & FRUITY Pricer Card SAVE BIG SAV E $48.00 ON A CASE OF 12 NOW $ REG $ (12 x750 ml) Please ask staff for assistance. SAVE BIG SAVE $36.00 ON A CASE OF 12 Please ask staff for assistance. Bin Tag Extender image subject to change Riser Wrap image subject to change SAVE BIG SAVE BIG Marketing & Product Guide 49

52 Black Friday Super Sale Give Share Enjoy Wine Case Sale Display Merchandising Instructions Please use the following recommendation chart and illustrations to build the display(s) your store needs, or simply chose the type of display to best suit your store. Sign the display with the Cut Case Backer Card and pre-printed Pricer Cards that clearly highlight both the single bottle saving and case saving. NOTE: Please build displays in accordance with LCBO Health and Safety standards. Customers are required to ask staff for assistance in obtaining cases. Case Order Please refer to SMi Updates for force allocation lists. Suggested Display Guidelines 50 Period 9

53 Budweiser Red Light Program This is a sold program. Participation is mandatory. Key Dates Install: November 23, 2017 Take Down: November 29, 2017 Overview To support the Black Friday Super Sale, Budweiser is offering an exciting value add: For a limited time in select LCBO stores, customers can receive a FREE goal-synced Red Light glass with the purchase of TWO 6 x 473 ml packs of Budweiser (# ). This is a muchcoveted glass that will highly appeal to sports fans across the province! This offer will be promoted through digital/social and ROP ads on November 23. Participating Stores Tier 1 Stores: 1, 23, 31, 38, 44, 62, 65, 82, 132, 145, 168, 171, 187, 195, 198, 209, 227, 228, 233, 250, 252, 263, 279, 287, 288, 298, 300, 310, 325, 329, 351, 359, 367, 371, 373, 378, 381, 392, 394, 401, 407, 431, 443, 481, 490, 495, 499, 501, 511, 522, 544, 545, 549, 551, 555, 566, 575, 579, 587, 601, 602, 616, 617, 624, 631, 632, 652, 653, 694, 698, 699, 700, 703, 706, 776 Tier 2 Stores: 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 24, 25, 26, 27, 28, 29, 32, 33, 34, 35, 36, 39, 40, 41, 42, 45, 46, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56, 57, 58, 59, 60, 61, 63, 64, 66, 67, 68, 69, 70, 71, 72, 73, 74, 77, 78, 79, 80, 81, 83, 84, 85, 86, 87, 88, 90, 91, 93, 95, 96, 97, 98, 99, 101, 102, 103, 104, 106, 110, 112, 115, 116, 117, 119, 121, 122, 124, 125, 127, 128, 130, 137, 139, 140, 143, 144, 146, 148, 149, 151, 152, 153, 154, 155, 156, 158, 160, 163, 164, 165, 167, 169, 175, 178, 179, 182, 183, 186, 188, 190, 191, 192, 194, 197, 199, 200, 201, 202, 203, 207, 208, 210, 211, 212, 214, 216, 217, 218, 220, 221, 223, 224, 225, 226, 229, 230, 232, 234, 236, 237, 238, 239, 242, 243, 244, 245, 246, 247, 248, 249, 253, 254, 255, 256, 257, 258, 260, 261, 262, 264, 265, 266, 268, 269, 270, 272, 273, 275, 276, 278, 281, 286, 289, 293, 294, 295, 297, 299, 301, 302, 303, 306, 311, 312, 314, 315, 316, 318, 320, 321, 323, 324, 326, 330, 331, 332, 333, 334, 335, 340, 341, 343, 344, 345, 346, 348, 349, 353, 354, 355, 358, 360, 361, 362, 363, 364, 366, 368, 370, 379, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 393, 395, 397, 398, 400, 402, 403, 404, 406, 408, 411, 412, 415, 416, 417, 419, 420, 424, 425, 426, 427, 428, 430, 432, 433, 434, 435, 436, 437, 438, 441, 442, 444, 445, 446, 450, 452, 453, 454, 456, 457, 458, 459, 462, 465, 467, 468, 469, 470, 471, 474, 475, 477, 478, 479, 480, 483, 484, 485, 486, 489, 491, 494, 496, 497, 500, 502, 504, 505, 507, 509, 510, 512, 515, 517, 521, 523, 526, 528, 531, 532, 533, 534, 536, 537, 538, 539, 540, 542, 546, 547, 550, 552, 553, 554, 559, 561, 563, 564, 565, 566, 568, 569, 571, 572, 573, 578, 580, 581, 582, 583, 584, 586, 589, 590, 593, 596, 598, 599, 603, 605, 606, 609, 612, 614, 618, 619, 623, 626, 627, 629, 630, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 644, 645, 646, 649, 650, 651, 654, 655, 656, 657, 658, 661, 665, 669, 670, 677, 695, 697, 702, 741, 771 Marketing & Product Guide 51

54 Budweiser Red Light Program Give Share Enjoy Unique Blockpile Display (Tier 1 Stores) Participating Product LCBO# Description Size Budweiser 6 x 473 ml Merchandising Instructions Top Budweiser stores with available space will be required to build a unique blockpile display. These stores have been allotted units of the goal-synched glass. District and Store Managers will be sent floor plans with suggested locations for this display. Labatt reps will be visiting stores on the first day of the promotion in effort to ensure smooth set-up of these displays. Standard Blockpile Display (Tier 2 Stores) Key Dates Key Dates Signage ships: November 16, 2017 Promotion Start: November 23, 2017 Promotion End: November 29, 2017 or once inventory of value add is depleted. Participating Product LCBO# Description Size Budweiser 6 x 473 ml Signage Components Riser Wrap Pole Topper Pricer Card Merchandising Instructions Several other stores will receive an allotment of the value adds and are encouraged to build a standard blockpile display. These stores have been allotted units of the goal-synched glass. NOTE: In the event that your store cannot accommodate a blockpile display due to space constraints, please include the product, value add and pricer card with your regular Black Friday Display. Signage ships: November 16, 2017 Promotion Start: November 23, 2017 Promotion End: November 29, 2017 or once inventory of value add is depleted. Unique Blockpile Display Example (image subject to change) 52 Period 9

55 Seasonal Signage will remain the same for Periods 9 10 Take Down: December 31, 2017 Seasonal Signage Gallery All Seasonal Signage components are available for re-order using their corresponding re-order numbers. If a sign component is missing or damaged, please call or toll and quote the re-order number provided in this guide. Please have a copy of this Marketing & Product Guide on hand for reference. Thank you. Music CD Re-order# DMS-MusicCD We would like to hear your comments about this Period s music. Please provide your feedback to hellolcbo. Marketing & Product Guide 53

56 Signage Gallery Give Share Enjoy SEASONAL SIGNAGE PERIOD 9 10 Exterior Banners Dimensions: 43½ w x 90 h Install: Exterior on building. Re-order# 18H9-EB1 Re-order# 18H9-EB2 Re-order# 18H9-EB3 Re-order# 18H9-EB4 54 Period 9

57 Give Share Enjoy Signage Gallery Exterior Transparency Dimensions: 28 w x 45 h Install: Only for stores #452, #538, #568. All transparency signs will be vendor installed between November 7-9. English Image Image SEASONAL SIGNAGE PERIODS 9 10 Marketing & Product Guide 55

58 Signage Gallery Give Share Enjoy SEASONAL SIGNAGE PERIOD 9 10 Power Aisle Banners Dimensions: 45 w x 33 h Install: Over the Power Aisle, closest to the entrance in the following order. Re-order# 18H9-PA1 Re-order# 18H9-PA2 Re-order# 18H9-PA3 56 Period 9

59 Give Share Enjoy Signage Gallery Perimeter Banner Dimensions: 30 w x 33 h Install: On the hangers around the periphery of the store. Alternate every other one. Re-order# 18H9-PM1 Front Re-order# 18H9-PM2 Back Re-order# 18H9-PM3 SEASONAL SIGNAGE PERIODS 9 10 Marketing & Product Guide 57

60 Signage Gallery Give Share Enjoy SEASONAL SIGNAGE PERIOD 9 10 Perimeter Transparency Square Dimensions: 28 ½ w x 28 ½ h Install: All transparency signs will be vendor installed between November 7-9. Re-order# 18H9-TS1 Re-order# 18H9-TS2 Re-order# 18H9-TS3 58 Period 9

61 Give Share Enjoy Signage Gallery Perimeter Transparency Horizontal Dimensions: 45 w x 28 h Install: All transparency signs will be vendor installed between November 7-9. Re-order# 18H9-TH4 Re-order# 18H9-TH5 Re-order# 18H9-TH6 SEASONAL SIGNAGE PERIODS 9 10 Marketing & Product Guide 59

62 Signage Gallery Give Share Enjoy SEASONAL SIGNAGE PERIOD 9 10 Perimeter Transparency Vertical Dimensions: 28 w x 54 h Install: All transparency signs will be vendor installed between November 7-9. Re-order# 18H9-TV10 Re-order# 18H9-TV11 Re-order# 18H9-TV12 60 Period 9

63 Give Share Enjoy Signage Gallery Window Show Cards Dimensions: 28 w x 45 h Install: In the windows on the hanger. Front Re-order# 18H9-WS1 Back Re-order# 18H9-WS2 SEASONAL SIGNAGE PERIODS 9 10 Marketing & Product Guide 61

64 Signage Gallery Give Share Enjoy SEASONAL SIGNAGE PERIOD 9 10 Back Lit Tasting Bar Sign Dimensions: / 16 w x 32 9 / 16 h Install: In the frame on the portable Tasting Bar. Some stores were supplied a backlit sign holder. Re-order# 18H9-TB1 Seasonal Banner Insert Dimensions: 20 w x 70 h Install: In the Thematic Banner Stand (store entrance). Re-order# 18H9-SB1 Beer Fridge Poster Dimensions: 22 ¾ w x 53 ¾ h NOTE: This sign is for Store 486 Beer Fridge ONLY. Re-order# DMS-18H9-BF1 62 Period 9

65 NEW! In an effort to make execution easier during the busiest time of the year, the only end aisles that will change are EA 1 (MTC), EA 3, EA 7, EA 15, EA 20. The remainder of the end Aisles will be the same for both Period 9 & 10. All End Aisle Backer Cards are to be displayed for the entire season (Period 9 Period 10). FLS designated stores are required to display the bilingual side of the signage. Promotional Signage Gallery Key Dates Install: November 5, 2017 Take Down: December 31, 2017 Participating Stores 1, 3, 4, 5, 6, 8, 10, 11, 12, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 30, 31, 32, 33, 34, 35, 36, 38, 40, 41, 43, 44, 45, 47, 49, 50, 51, 54, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 69, 70, 72, 73, 74, 78, 79, 80, 81, 82, 85, 86, 88, 90, 91, 93, 95, 97, 99, 101, 102, 106, 109, 110, 115, 125, 130, 132, 136, 140, 143, 144, 145, 148, 149, 152, 153, 154, 155, 156, 163, 164, 165, 167, 168, 171, 175, 179, 182, 183,186, 187, 188, 190, 191, 192, 195, 196, 197, 198, 199, 200, 201, 202, 207, 209, 210, 211, 212, 214, 216, 217, 218, 221, 222, 223, 226, 227, 228, 229, 232, 233, 234, 236, 237, 242, 243, 244, 246, 247, 248, 249, 250, 252, 253, 255, 260, 263, 265, 266, 268, 269, 270, 276, 278, 279, 286, 287, 288, 295, 298, 300, 302, 304, 310, 311, 312, 321, 324, 325, 326, 327, 329, 334, 340, 341, 343, 344, 345, 346, 351, 353, 355, 359, 360, 361, 362, 363, 366, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 404, 406, 407, 408, 411, 412, 415, 416, 417, 420, 425, 426, 427, 428, 431, 432, 434, 436, 437, 438, 443, 444, 445, 452, 453, 454, 455, 456, 457, 458, 459, 465, 467, 469, 470, 477, 481, 484, 486, 490, 491, 494, 495, 497, 499, 500, 501, 505, 507, 509, 511, 517, 518, 521, 522, 523, 526, 528, 529, 532, 533, 534, 536, 539, 540, 542, 544, 545, 546, 549, 551, 552, 553, 554, 555, 556, 559, 563, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 584, 586, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 633, 632, 634, 635, 638, 640, 641, 642, 643, 644, 645, 646, 649, 652, 653, 654, 655, 656, 657, 658, 670, 671, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 63

66 Promotional Signage End Aisle #1 Give Share Enjoy End Aisle #1 Beer To drive Beer and cider sales, End Aisle #1 is now dedicated to promote Beer and cider products. Stores are required to merchandise all participating products. Participating Products LCBO# Description Format Heineken Lager 6 x 330 ml Erdinger Weissbier 500 ml Mill Street 100th Meridian Organic 6 x 341 ml Lagunitas IPA 6 x 355 ml Belgian Moon 473 ml Innis & Gunn IPA 6 x 330 ml Ace Hill Vienna Lager 473 ml Estrella Damm 500 ml End Aisle 1 Backer Card Re-order# 18P9-BC1 64 Period 9

67 Give Share Enjoy Promotional Signage End Aisle Backer Cards End Aisle 2-10 Products End Aisle Product 2 Smirnoff Vodka 750 ml / 1140 ml / 1750 ml 3 Yellow Tail Shiraz 1500 ml / Gabbiano Chianti Docg 750 ml / Jackson-Triggs Merlot 750 ml 4 Crown Royal 750 ml / 1140 ml / 1750 ml 5 Baileys Irish Cream 750 ml / 1140 ml / 1750 ml 6 J.P. Wiser s Deluxe 750 ml / 1140 ml / 1750 ml 7 Pelee Island Rouge 1500 ml / Nobilo Sauvignon Blanc Marlborough 750 ml / Blu Giovello Pinot Grigio 750 ml 8 Bacardi Gold Rum 750 ml / Bacardi Superior 1140 ml / 1750 ml 9 Absolut Vodka 750 ml / 1140 ml / 1750 ml 10 Forty Creek Barrel Select 750 ml / 1140 ml / 1750 ml End Aisle 2-10 Backer Cards END AISLES P9-BC1 18P9-BC2 18P9-BC3 18P9-BC4 18P9-BC5 This year the holiday backer cards for PT9 & PT10 are generic. Please alternate backer cards when creating end aisle displays to avoid repetition. Please note that backer cards do not need to be changed for PT10. Please rotate between Give, Share, Enjoy, Gather and Entertain images Marketing & Product Guide 65

68 Promotional Signage End Aisle Backer Cards End Aisles: 11 to 20 Give Share Enjoy End Aisle Products End Aisle Product 11 Captain Morgan Spiced Rum 750 ml / 1140 ml / 1750 ml 12 Canadian Club Premium 750 ml / 1140 ml / 1750 ml 13 Grey Goose Vodka 750 ml / Grey Goose VX 750 ml / Grey Goose Vodka 1140 ml / Grey Goose Vodka 1750 ml 14 Johnnie Walker Black 12 YR 750 ml / Johnnie Walker Black Label 1140 ml / Cardhu Single Malt Scotch 750 ml 15 Radio Boka Tempranillo Valencia Bib 3000 ml / Bota Box Cabernet Sauvignon Bib 3000 ml / Cupcake Red Velvet Bib 3000 ml 16 Jameson Irish Whiskey 750 ml / 1140 ml / Jameson Caskmates Irish Whiskey 750 ml 17 Appleton Estate V/X Signature Blend 750 ml / 1140 ml / 1750 ml 18 Jack Daniel s Tennessee Whiskey 750 ml / 1140 ml / Jack Daniel s Honey 750 ml 19 The Glenlivet Founder s Reserve Scotch Whisky 750 ml / 1140 ml / The Glenlivet French Oak Reserve 15 Year Old 750 ml 20 Wayne Gretzky Chardonnay VQA 750 ml / Masi Costasera Amarone Classico Doc 750 ml / Columbia Crest Grand Estates Chardonnay 750 ml End Aisle Backer Cards (End Aisles 11-20) Please rotate between Give, Share, Enjoy, Gather and Entertain images This year the holiday backer cards for PT9 & PT10 are generic. Please alternate backer cards when creating end aisle displays to avoid repetition. Please note that backer cards do not need to be changed for PT10. LTO & BAM Stickers In the unlikely event that an LTO or BAM offer changes after the backer cards have printed, stores will be required to make the appropriate updates. Place the sticker over the SAVE/BAM image that is printed on the backer card. Re-order Codes English: DMS-ENGSTICKER Bilingual: DMS-BILSTICKER 66 Period 9

69 Holiday Food & Drink End Aisle Wraps Key Dates Install: November 5, 2017 Take Down: December 31, 2017 Participating Stores 1, 3, 4, 5, 6, 8, 10, 11, 12, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 30, 31, 32, 33, 34, 35, 36, 38, 40, 41, 43, 44, 45, 47, 49, 50, 51, 54, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 69, 70, 72, 73, 74, 78, 79, 80, 81, 82, 85, 86, 88, 90, 91, 93, 95, 97, 99, 101, 102, 106, 109, 110, 115, 125, 130, 132, 136, 140, 143, 144, 145, 148, 149, 152, 153, 154, 155, 156, 163, 164, 165, 167, 168, 171, 175, 179, 182, 183,186, 187, 188, 190, 191, 192, 195, 196, 197, 198, 199, 200, 201, 202, 207, 209, 210, 211, 212, 214, 216, 217, 218, 221, 222, 223, 226, 227, 228, 229, 232, 233, 234, 236, 237, 242, 243, 244, 246, 247, 248, 249, 250, 252, 253, 255, 260, 263, 265, 266, 268, 269, 270, 276, 278, 279, 286, 287, 288, 295, 298, 300, 302, 304, 310, 311, 312, 321, 324, 325, 326, 327, 329, 334, 340, 341, 343, 344, 345, 346, 351, 353, 355, 359, 360, 361, 362, 363, 366, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 404, 406, 407, 408, 411, 412, 415, 416, 417, 420, 425, 426, 427, 428, 431, 432, 434, 436, 437, 438, 443, 444, 445, 452, 453, 454, 455, 456, 457, 458, 459, 465, 467, 469, 470, 477, 481, 484, 486, 490, 491, 494, 495, 497, 499, 500, 501, 505, 507, 509, 511, 517, 518, 521, 522, 523, 526, 528, 529, 532, 533, 534, 536, 539, 540, 542, 544, 545, 546, 549, 551, 552, 553, 554, 555, 556, 559, 563, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 584, 586, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 633, 632, 634, 635, 638, 640, 641, 642, 643, 644, 645, 646, 649, 652, 653, 654, 655, 656, 657, 658, 670, 671, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 67

70 27461 P9 End Aisle Wraps_Small.indd :24 PM End Aisle Wraps Give Share Enjoy Overview This holiday, End Aisles 2 to 10 will feature products that were referenced in previous issues of Food & Drink. Customers will find holiday inspirations from the selected products. End Aisle Wraps V.1 OUTSIDE Back & Sides SEASONAL CLASSICS FROM Stores must assemble the Food & Drink end aisle wraps before building the display on the end aisle. The wraps are to remain in place for the duration of both PT9 & PT10. Merchandising Instructions DO NOT start building the product display before proceeding with the following steps: 1. Assemble the flat packed End Aisle Wraps. Assembly is the same process as building a 3-sided box (please peel the double sided tape to ensure the folds stay attached on the inside panels). 2. Proceed with building the product display on the end. HOLIDAY 2017 Destination Wrap Destination End Aisle Wrap LARGE Destination End Aisle Wrap Small (Stores 25, 84, 217, 402, 411, 580, 585, 660, 665 ONLY) English Re-order# Re-order# Seasonal Classics from Food & Drink 18P9-EW1 18P9-EW3 Bilingual Re-order# Re-order# Seasonal Classics from Food & Drink 18P9-EW2 18P9-EW SEASONAL CLASSICS FROM 68 Period 9

71 On Shelf Key Dates LTO Install: November 6, 2017 Take Down: November 27, 2017 Key Dates BAM Install: November 6, 2017 Take Down: November 26, 2017 Key Dates No Offer Install: November 6, 2017 Take Down: November 27, 2017 Marketing & Product Guide 69

72 On Shelf Give Share Enjoy Beginning in PT6, all stores are to receive pre-printed on-shelf signage that are specific to the products each store carries. Replacement signage are also store-specific. STORE# 21 STORE# 1 Custom Printed Promotional Shelf Talkers - Period 06 Overview Enclosed are your stores Custom Printed Promotional Shelf Talkers; BAM, NEW and IN THE SPOTLIGHT Only the products carried in your store have been printed and are enclosed for you. Merchandising Instructions Install pre-printed shelf talkers in front of the participating products in their regular shelf location. Store # Please direct inquires to hellolcbo: Custom Printed Promotional Shelf Talkers - Period 06 Overview Enclosed are your stores Custom Printed Promotional Shelf Talkers; BAM, NEW and IN THE SPOTLIGHT Only the products carried in your store have been printed and are enclosed for you. Merchandising Instructions Install pre-printed shelf talkers in front of the participating products in their regular shelf location. Please direct inquires to hellolcbo: Re-order # BNS bundle: DMS-P9-BNS LTO Bundle : DMS-P9-LTO Stores are to order either the BNS or LTO bundle through HelloLCBO, and will receive a complete bundle in either English or Bilingual depending on store s designation. Blank Shelf Talkers in the Bundles Due to the printing process, a majority of the bundles sent out to stores will have some blank pre-cut shelf talkers. These blank shelf talkers are NOT unprinted shelf talkers. Please recycle the blank shelf talkers. Shelf Talker Duplicate Prints Each bundle only supplies one shelf talker to be installed in front of the primary location. If a SKU has multiple facings and duplicate signs are needed, please print using Web d Sign Shop. If you have any questions, please contact hellolcbo E STORE# 21 Indicates Promotional Period for the ST Bundle Custom Printed Promotional Shelf Talkers - Period 06 Overview Enclosed are your stores Custom Printed Promotional Shelf Talkers; SAVE Only the products carried in your store have been printed and are enclosed for you. Merchandising Instructions Install pre-printed shelf talkers in front of the participating products in their regular shelf location. Please direct inquires to hellolcbo: E Colour Box Blue= BNS (BAM/New/In The Spotlight Bundle) Red = LTO (SAVE) STORE# 1 B Version B= Bilingual E= English Custom Printed Promotional Shelf Talkers - Period 06 Overview Enclosed are your stores Custom Printed Promotional Shelf Talkers; SAVE Only the products carried in your store have been printed and are enclosed for you. Merchandising Instructions Install pre-printed shelf talkers in front of the participating products in their regular shelf location. Please direct inquires to hellolcbo: B 70 Period 9

73 Give Share Enjoy On Shelf Location On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf Message More Miles! Shelf Talkers Pre-Printed (BBAM Program) (4 versions) Our Expert Picks and Cocktail of the Month Shelf Talkers Pre-Printed (IMAGE Program) (13 versions) Deal of the Week Shelf Talkers Pre-Printed (IMAGE Program) (4 versions) SAVE Shelf Talkers Pre-Printed (Limited Time Offer Program) SAVE/ ÉPARGNEZ Shelf Talkers Pre-Printed (Limited Time Offer Program) Bonus AIR MILES Shelf Talker Pre-Printed (Bonus AIR MILES Program) BONUS AIR MILES reward miles de récompense AIR MILES in prime Shelf Talkers Pre-Printed (Bonus AIR MILES Program) NEW Shelf Talkers Pre-Printed (New Product Program) NEW/NOUVEAU Shelf Talkers Pre-Printed (New Product Program) In The Spotlight Shelf Talkers Pre-Printed (IMAGE Program) In The Spotlight/EN VEDETTE Shelf Talkers Pre-Printed (IMAGE Program) Component Specifications Re-Order# Images 6½ w x 1¾ h DMS-18P9-ST8 English/No Price 6½ w x 1¾ h Price/No Price 6½ w x 1¾ h Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price DMS-18P9-ST9 DMS-18P9-ST10 LTO Bundle DMS-P9-LTO BNS Bundle DMS-P9-BNS Go Green Extender Pre-printed Extender Strips 1 version Extender Strips 12 w x 2½ h Price/No Price DMS-TBD Marketing & Product Guide 71

74 Valid until November 26, Price subject to change without notice. While supplies last. Valid until November 26, Price subject to change without notice. While supplies last. Valid until November 26, Price subject to change without notice. While supplies last. On Shelf Give Share Enjoy Location On Shelf On Shelf On Shelf On Shelf Cut Cases On Shelf On Shelf Message Branded Pre-printed Shelf Talkers EA 1-20 (Set of 71) Regular Program Pre-printed Extender Strips 60 versions Community Program Pre-printed Extender Strips 10 versions Discovery Program Pre-printed Extender Strips 9 versions Generic Blank Pricer Cards (50 per bundle) Generic Blank Extender Strips (15 per bundle) Blank Bin Tags for General Use (25 per bundle) Component Specifications Re-order# Images Shelf Talkers DMS-18P9-ST1 6½ w x 1¾ h Extender Strips 12 w x 2½ h Extender Strips 12 w x 2½ h Extender Strips 12 w x 2½ h Pricer Cards 8 w x 7 h Extender Strips 12 w x 2½ h Bin Tags 6 w x 1¾ h DMS-18P9-ST2 DMS-18P9-ST3 DMS-18P9-ST4 DMS-18P9-ST5 DMS-18P9-ST6 hellolcbo Cart# MEDIUM & FRUITY ERDINGER WEISSBIER This one s made for sharing. Nibble some appetizers, watch a classic holiday movie and enjoy this crisp beer s lemon, banana bread and spice flavours. $ ml Price subject to change without notice. While supplies last. MEGALOMANIAC HOMEGROWN RIESLING VQA 6 SAVE $1.00 NOW $13.95 REG $ (M 29 g/l) 750 ml #NAME? DRAMBUIE SAVE $2.00 NOW $41.15 REG $ ml #NAME? PATRON ANEJO TEQUILA SAVE $5.00 NOW $90.15 REG $ ml #NAME? V4 Beer & Cider EA Mini-Thematic C Take Down: November 27, Take Down: November 27, 2017 R28: Ontario Blend C Take Down: November 27, 2017 C2: Community Extender Take Down: November 27, 2017 D7: Discovery Spirits Period 9

75 Food & Drink Holiday Necktags This is a sold program. Participation is mandatory. Key Dates Install: November 5, 2017 Take Down: December 31, 2017 Participating Stores - ALL STORES Marketing & Product Guide 73

76 Food & Drink Holiday Necktags Give Share Enjoy Overview When customers are looking for products to match to a specific need or occasion, you may direct them to products featuring these neck tags. The neck tags match great Food & Drink recipes with great LCBO products, making holiday entertaining inspiring yet easy for our customers. Each neck tag has a corresponding product(s) that it should be applied on. Please apply neck tags to matching products wherever the products are displayed in your store (End Aisle, In-Section, etc.) Signage 18P9-FD24 English Bundle of 12 18P9-FD25 French Bundle of 12 Merchandising Instructions Please apply neck tags to matching products wherever the products are displayed in your store (End Aisle, In-Section, etc.). Food & Drink Recipe Necktags Example (Honey Sparkler End Aisle #2) Food & Drink Recipe Necktags Example (Christmas Pudding Punch In-section) 74 Period 9

77 Give Share Enjoy Food & Drink Holiday Necktags SEASONAL CLASSICS FROM excellent served with poultry EA 1 + In-Section Innis & Gunn IPA ml EA 7 + In-Section Pelee Island Rouge ml Please apply this Poultry food pairing neck tag to the following products: SEASONAL CLASSICS FROM fantastic match for an elegant roast SEASONAL CLASSICS FROM savour with seafood and fish EA 3 + In-Section Gabbiano Chianti DOCG ml EA 3 + In-Section Jackson-Triggs Merlot ml Please apply this Roasted Meats food pairing necktag to the following products: EA 3 + In-Section Yellow Tail Shiraz ml EA 1 + In-Section Erdinger Weissbier ml Please apply this Seafood and Fish food pairing necktag to the following products: SEASONAL CLASSICS FROM enjoy with appetizers and cheese SEASONAL CLASSICS FROM sip alongside wintry pasta dishes EA 1 + In-Section Mill Street 100th Meridian Organic ml EA 7 + In-Section Nobilo Regional Collection Sauvignon Blanc ml EA 7 + In-Section Blu Giovello Pinot Grigio ml Please apply this Appetizers and Cheese food pairing necktag to the following products: Please apply this Pasta food pairing necktag to the following products: Marketing & Product Guide 75

78 Food & Drink Holiday Necktags Give Share Enjoy SEASONAL CLASSICS FROM offer a welcome cocktail See reverse for recipe Please apply this Honey Sparkler cocktail recipe necktag to the following products: EA 2 + In-Section Smirnoff Vodka ml ml ml Apply this cocktail recipe necktag to Smirnoff Vodka products only. SEASONAL CLASSICS FROM dazzle with a dessert cocktail See reverse for recipe Please apply this Sparkling Vodka Cocktail with Lemon Sorbet cocktail recipe necktag to the following products: EA 9 + In-Section Absolut Vodka ml ml ml Apply this cocktail recipe necktag to Absolut Vodka products only. SEASONAL CLASSICS FROM wrap up with a nightcap See reverse for recipe Please apply this Winter Cabin Sour cocktail recipe necktag to the following products: EA 6 + In-Section J.P. Wiser s Deluxe Whisky ml ml ml Apply this cocktail recipe necktag to J.P. Wiser s Whisky products only. SEASONAL CLASSICS FROM for your treetrimming party See reverse for recipe Please apply this Cinnamon Quill cocktail recipe necktag to the following products: EA 10 + In-Section Forty Creek Barrel Select Whisky ml ml ml SEASONAL CLASSICS FROM get set for a holiday open house See reverse for recipe Apply this cocktail recipe necktag to Forty Creek Barrel Select Whisky products only. Please apply this Christmas Pudding Punch cocktail recipe necktag to the following products: EA 8 + In-Section Bacardi Gold Rum ml Bacardi Superior Rum ml ml Apply this cocktail recipe necktag to Bacardi Gold & Superior Rum products only. Further instructions on reverse 76 Period 9

79 Food & Drink Holiday Out of Stock Box Signs Key Dates Install: November 5, 2017 Take Down: December 31, 2017 Participating Stores - ALL STORES Marketing & Product Guide 77

80 Food & Drink Holiday Out of Stock Box Signs Give Share Enjoy Overview When products are flying off of the shelves, fill in the spaces with these box signs. Each box sign suggests a holiday occasion solution and directs customers to lcbo.com for drink and recipe details. Signage English In-Section boxes: 18P9-FD22 (kits of 12 Versions) Bilingual In-Section boxes: 18P9-FD23 (kits of 12 Versions) Food In Section Box Food & Drink Holiday Out-of-Stock Boxes Example Drink In Section Box 78 Period 9

81 Food & Drink Holiday Hot Buttons This is a sold program. Participation is mandatory. Key Dates Install: November 5, 2017 Take Down: November 26, 2017 Participating Stores - ALL STORES Marketing & Product Guide 79

82 Holiday Food & Drink Hot Buttons Give Share Enjoy Overview You can bet that customers will be asking you about the matching products with the delectable dishes they find in the current Holiday issue of Food & Drink. To save both you and your customers time, install this hot button wherever the following products are displayed in your store. Please reference the upcoming P10 MPG for a list of products featured in More Food & Drink, and apply the More Food & Drink hot button on the participating products in section. Products featured in Holiday issue of Food & Drink: LCBO# Product Name Size Grey Goose 750 ml No. 3 London Dry Gin 750 ml Wayne Gretzky Cream Whisky 750 ml Canadian Club 100% Rye 750 ml Founder s All Day IPA 6 x 355 ml Great Lakes Pompous Ass 473 ml Folonari Valpolicella Ripasso Classico Superiore DOC 750 ml Latour Chardonnay Bourgogne 750 ml Henry Of Pelham Select Late Harvest Vidal VQA 375 ml Trius Brut VQA 750 ml Josh Cellars Legacy Red 750 ml Jacob s Creek Moscato Rose Sparkling 750 ml J. Lohr Los Osos Merlot 750 ml Marchese de Frescobaldi Castelgiocondo Brunello di Montalcino 750 ml Ouzo ml Marius Rouge Pays D Oc 750 ml Bottega Vino Dei Poeti Prosecco 750 ml Jacob s Creek Moscato Rose Sparkling 750 ml 80 Period 9

83 The Holiday issue of Food & Drink is to be distributed in stores Wednesday, November 8, PLEASE DO NOT DISPLAY THE ISSUE PRIOR TO NOVEMBER 8, What s Inside: AN APPETIZING SUPPER: An entire dinner composed of hors d oeuvre seven hearty appetizer courses make a fun and novel dinner party. SMALL SIZE, BIG FLAVOUR: In the decadent spirit of bite-sized desserts, creamy cocktails that satisfy a sweet tooth in just a sip or three. COMING IN FROM THE COLD: After a day of winter fun, come home to a hearty preprepped supper assemble, pop in the oven and serve, to oohs and aahs! REGAL ROASTS: Wow your dinner guests with an impressive centerpiece roast, exceptional for any holiday dinner party or for switching things up on Christmas day. GLAMMING IT UP: New additions to your holiday baking repertoire, these luxe cookies that combine savoury with sweet for sophisticated bliss. ENTERTAINING WITH SPARKLE: Indulge your Champagne tastes with a lavish dinner, ideal for New Year s Eve, pairing a different bottle with each course. TALKING TURKEY: If you love turkey but could do with a change, three different approaches plus sides and matched wines offer mouthwatering options for any size crowd. NEW! Digital/Online Edition now available same day as in-store release The English and French digital editions are now available the same day as our in-store release. Please direct customers to visit for more information and to access the online versions. Marketing & Product Guide 81

84 Food & Drink Give Share Enjoy Merchandising Instructions This issue should be merchandised prominently in your Food & Drink magazine fixture. The fixture should be positioned in the selling area of the store. If your store does not have a stand, please display Food & Drink at all checkouts, customer service and the Info Centre. If you have any More Food & Drink issues remaining, display both publications in the fixture. Once your supply has been depleted, please store the fixture and signage until the next issue arrives. Do not use the stand to display other materials. Additonal Copies To request additional copies once your original supply has run out, please foodanddrink@lcbo.com with your store number, contact name, # of copies requested, and English or French version. We will distribute additional copies equitably among all stores who request additional copies after the initial distribution. As supply is limited, please understand that stores may not receive the quantity requested. Coming Soon The Holiday 2017 issue of More Food & Drink will be available the week of November 27, The Winter 2018 issue of Food & Drink will be available in stores/online January 10, Signage Signage has been designed to merchandise both Food & Drink and More Food & Drink. PLEASE KEEP THIS SIGNAGE FOR USE IN PERIOD 9 & 10. Component Where to install sign Re-order Code Images P9 & P10 FOOD & DRINK Header Card English/Bilingual FOOD & DRINK Metal Fixture 18H9-FD16 P9 & P10 FOOD & DRINK A Frame Sign FOOD & DRINK "A" Frame Fixture English/English: 18H9-FD17 English/French: 18H9-FD18 image unavailable image unavailable image unavailable 82 Period 9

85 Give Share Enjoy Food & Drink Participating Products LCBO # STORY/PRODUCT FORMAT MATCHMAKER MATCHES - all matches from stories Jaszbery Szekszardi Kekfrankos 750 ml Tio Pepe Extra Dry Fino 750 ml Cave Spring Blanc De Blancs Brut Sparkling VQA 750 ml Albert Bichot Chablis AOC 750 ml (VE) Thirty Bench Riesling VQA 750 ml Thornbury Village Pickup No. 26 Pilsner 473 ml Flying Canoe Hard Cider 473 ml Union Red VQA 750 ml Henry of Pelham Baco Noir Old Vines VQA 750 ml Mill Street Tankhouse Ale 473 ml Angels Gate Gewurztraminer VQA 750 ml Railway City Dead Elephant Ale 473 ml Henry of Pelham Late Harvest Vidal VQA 375 ml Martini and Rossi Asti 750 ml (VE) The Foreign Affair The Conspiracy VQA 750 ml Rioja Bordón Gran Reserva Rioja 750 ml (VE) Hidden Bench Estate Pinot Noir VQA 750 ml Tenuta St. Antonio Monti Garbi Valpolicella Superiore Ripasso DOC 750 ml Chapoutier Les Grands Merisiers Châteauneuf-du-Pape 750 ml (VE) Gnarly Head Old Vine Zinfandel 750 ml Megalomaniac Homegrown Riesling VQA 750 ml Collective Arts Local Press Apple Cider 473 ml Piper Heidsieck Brut Champagne 750 ml Sprucewood Shores Riesling VQA 750 ml 9902 Courvoisier VSOP Cognac 750 ml Stone s Green Ginger 750 ml (VE) Inniskillin Vidal Icewine VQA 375 ml Osborne Santa Maria Cream Sherry 750 ml Graham s Late Bottled Vintage Port 750 ml Southbrook Framboise 375 ml Bols Apricot Brandy 750 ml (VE) Reif Vidal Icewine VQA 200 ml Cave Spring Riesling Dry VQA 750 ml Colchester Ridge CREW Posh Cuvee VQA 750 ml Blanche De Chambly 6 x 341 ml Freixenet Carta Nevada Brut Cava 750 ml (VE) Willy Gisselbrecht Tradition Gewürztraminer 750 ml Pierre Sparr Cremant d' Alsace Brut Reserve 750 ml Origin Aromatic Sparkling Wine VQA 250 ml Codorniu Brut Clasico Sparkling Cava 750 ml De Chanceny Cremant de Loire Rose Brut 750 ml Muskoka Lakes White Cranberry Wine 750 ml Marketing & Product Guide 83

86 Food & Drink Give Share Enjoy LCBO # STORY/PRODUCT FORMAT MATCHMAKER MATCHES - all matches from stories Crown Royal Vanilla 750 ml Ramazzotti Sambuca 750 ml 2253 Disaronno Originale Amaretto 750 ml Luksusowa Wisniowa Cherry Liqueur 750 ml Lamarca Prosecco DOC 750 ml Schmitt Sohne Mosel Gold Riesling 750 ml Vineland Estates Dry Riesling VQA 750 ml Chateau de Montgueret Cremant de Loire Brut 750 ml Sugarbush Gamay VQA 750 ml C'est La Vie! Pinot Noir Syrah 750 ml (VE) E. Guigal Côtes du Rhône 750 ml Georgian Hills Marechal Foch VQA 750 ml Sperone Marsala Fine I.P. DOC Dry 750 ml Campari Aperitivo 750 ml Konzelmann Canada White VQA 750 ml Fresh Beginnings Moscato VQA 750 ml Bolla Soave Classico DOC 750 ml Latour Chardonnay Bourgogne 750 ml Magners Pear Cider 500 ml Domaine Pinnacle Ice Cider 375 ml Bougrier Vouvray Chenin Blanc 750 ml Grange of Prince Edward Gamay Noir VQA 750 ml Honest Lager 473 ml Yellowglen Pink Sparkling 750 ml McMichael Collection Cabernet Merlot VQA 750 ml Borsao Tinto Garnacha 750 ml Ménage à Trois Gold Chardonnay 750 ml Pelee Island Ruggles Run Noir Zweigelt VQA 750 ml Baileys Vanilla Cinnamon 750 ml 4606 Vodka Mudshake French Vanilla 4 x 270 ml Caribbean Twist Pina Colada 700 ml Domaine De Canton Ginger Liqueur 750 ml Bacardi Oakheart Spiced Rum 750 ml Raynal XO 15 Years Old Brandy 750 ml Bottega Petalo Il Vino dell'amore Moscato 750 ml Villa Maria Lightly Sparkling Sauvignon Blanc 750 ml Beringer Main & Vine White Zinfandel 750 ml Old Speckled Hen 4 x 270 ml Villa Antinori Toscana IGT 750 ml Sandbanks Baco Noir VQA 750 ml 513 Mommessin Cuvee St Pierre Rouge 750 ml Tinto da Ânfora Red 750 ml St. Peter's Organic English Ale 500 ml Forward Moscato 750 ml 84 Period 9

87 Give Share Enjoy Food & Drink LCBO # STORY/PRODUCT FORMAT A SPLASH OF OUZO Ouzo ml WHAT'S NEW Flor De Caña Centenario ml Wayne Gretzky Cream Whisky 750 ml Josh Cellars Legacy Red 750 ml Cave Spring Cabernet Franc VQA 750 ml Marius Rouge Pays D Oc 750 ml Double Trouble Brewing Pecan Porter 473 ml Vodka Mudshake Candy Cane 4 x 270 ml (VE) J. Lohr Los Osos Merlot 750 ml (V) Louis Roederer Brut Premier Champagne 750 ml ENTERTAINING WITH SPARKLE Champagne Tarlant Brut Reserve 750 ml Trius Brut VQA 750 ml Pol Roger Brut Champagne 750 ml Paul Delane Cremant De Bourgogne Reserve 750 ml Möet & Chandon Nectar Imperial 750 ml Bottega Vino Dei Poeti Prosecco DOC 750 ml Möet & Chandon Brut Imperial Rosé 750 ml Cono Sur Sparkling Pinot Noir Rosé 750 ml Veuve Clicquot Rich Champagne 750 ml Jacob s Creek Moscato Rose Sparkling 750 ml TALKING TURKEY Yalumba Y Series Viognier 750 ml Laroche Viognier De La Chevaliere 750 ml The Pavillion 750 ml Brotte La Fiole Côtes Du Rhône 750 ml Rioja Bordón Gran Reserva 750 ml (VE) Toasted Head Chardonnay 750 ml Wolf Blass Yellow Label Pinot Noir 750 ml Aquinas Pinot Noir 750 ml HOLIDAY REMIX Canadian Club 100% Rye 750 ml Stalk & Barrel 100% Rye Whisky 750 ml Rittenhouse Straight Rye Whisky 100 Bond 750 ml (V) Lillet Blanc 750 ml No. 3 Dry Gin 750 ml Plymouth English Gin 750 ml Aviation Gin 750 ml Tito s Handmade Vodka 750 ml Grey Goose Vodka 750 ml Belvedere Vodka 750 ml Marketing & Product Guide 85

88 Food & Drink Give Share Enjoy LCBO # STORY/PRODUCT FORMAT JUST IN CASE (VE) Mer Soleil Reserve Chardonnay 750 ml Calmel & Joseph Villa Blanche Chardonnay 750 ml (VE) Hidden Bench Estate Pinot Noir VQA 750 ml Albert Bichot Bourgogne Pinot Noir AOC 750 ml (VE) CastelGiocondo Brunello di Montalcino 750 ml Vinetti de Fiorini Chianti Superior DOCG 750 ml (VE) Cloudy Bay Sauvignon Blanc 750 ml Château des Charmes Sauvignon Blanc VQA 750 ml (VE) Two Hands Gnarly Dudes Shiraz 750 ml Nederburg The Winemaster s Shiraz 750 ml (VE) Tawse Quarry Road Organic Riesling VQA 750 ml Cave Spring Riesling VQA 750 ml EASY AFTERNOONS Goose Island Endless IPA 473 ml Innis & Gunn Session IPA 500 ml Railway City Express India Session Lager 473 ml Muskoka Craft Lager 473 ml Great Lakes Pompous Ass 473 ml Collingwood Rockwell Pilsner 473 ml Newcastle Brown Ale 500 ml Smithwick s Ale 500 ml Founders All Day IPA 6 x 355 ml Wellington Special Pale Ale 473 ml Old Tomorrow Canadian Pale Ale 473 ml Fuller's London Pride 500 ml Birra Moretti 500 ml Smithaven s Nottabottle Belgian Pale Ale 473 ml Czechvar Dark Lager 500 ml Pilsner Urquell 500 ml 12 DAYS, 12 WAYS Fuller s ESB 500 ml KW Craft Cider 4 x 270 ml Flying Monkeys Mythology Canadian Golden Pilsner 473 ml County Apple Cider 500 ml Two Roads Road to Ruin Double IPA 4 x 270 ml Yeti Imperial Stout 650 ml St Bernadus Abt ml Big Rock Winter Spice Ale 473 ml Innis & Gunn s Frank & Sense 500 ml Great Lakes Brewery Winter Ale 750 ml Fuller s Vintage Ale 500 ml Straffe Hendrik Quadrupel 750 ml Exchange Brewery Golden Ale 750 ml 86 Period 9

89 Give Share Enjoy Food & Drink LCBO # STORY/PRODUCT FORMAT 12 DAYS, 12 WAYS Ernest Rubee 473 ml Side Launch Mountain Lager 473 ml Czechvar Lager 5000 ml Pommies Cider 473 ml St. Bernardus Mixed Pack 6 x 355 ml Deus Brut des Flanders 750 ml Goose Island Sofie Belgian Style Ale 765 ml Beau s New Lang Syne 750 ml Nickel Brook Old Kentucky Bastard 500 ml Moosehead Cracked Canoe 473 ml MAKE IT CLEAR Rosehall Run Defiant Pinot Noir VQA 750 ml (VE) Stags' Leap Winery Cabernet Sauvignon 750 ml Perrier-Jouët Grand Brut Champagne 750 ml (VE) Inniskillin Vidal Icewine 375 ml Ménage à Trois Gold Chardonnay 750 ml Old Pulteney 12 Year Old Highland Single Malt Scotch 750 ml Armagnac de Montal VSOP 750 ml Erdinger Variety Pack 5 x 500 ml Chimay Gift Pack 3 x 330 ml Holsten Premium Pilsener 500 ml COMING IN FROM THE COLD (VE) J. Lohr Seven Oaks Cabernet Sauvignon 750 ml Sleeman Honey Brown Lager 6 x 341 ml Folonari Valpolicella Ripasso Classico Superiore DOC 750 ml Wellington County Dark 473 ml (V) Tawse Quarry Road Organic Riesling VQA 750 ml Marketing & Product Guide 87

90 Give Share Enjoy 88 Period 9

91 Food & Drink Table Key Dates Install: November 6, 2017 Take Down: November 26, 2017 Participating Stores 1, 10, 15, 17, 21, 22, 23, 31, 38, 41, 44, 51, 55, 57, 65, 74, 82, 115, 130, 148, 149, 156, 164, 171, 187, 191, 195, 198, 211, 217, 221, 226, 227, 228, 233, 250, 252, 253, 263, 265, 269, 279, 288, 298, 300, 310, 326, 329, 344, 346, 351, 355, 359, 361, 367, 373, 378, 381, 383, 390, 391, 392, 394, 397, 401, 404, 407, 411, 412, 416, 427, 428, 437, 438, 443, 445, 452, 457, 459, 470, 481, 485, 490, 491, 497, 500, 522, 523, 528, 536, 542, 545, 551, 554, 569, 573, 575, 579, 580, 584, 587, 602, 605, 609, 618, 619, 623, 624, 627, 630, 631, 632, 633, 634, 640, 641, 643, 649, 652, 653, 655, 658, 661, 667, 694, 698, 699, 700, 703, 706, 741, 776 Marketing & Product Guide 89

92 Food & Drink Table Give Share Enjoy Merchandising Instructions Merchandise the In-section Hot Buttons in-section throughout your store. All participating stores will receive Hot Buttons. Merchandise Mini Pole Topper Signs on table with defined product groupings. Please refer to your tables planoguide (on the following pages) for placement. Merchandise Self Merchandiser on table, please refer to your tables planoguide (on the following pages) for placement. Participating stores will receive four (4) Self Merchandisers. Bilingual stores will receive three (3) english/ one (1) French. Merchandise Food & Drink magazine in the Self Merchandisers. Signage Components The following signage will be sent to participating stores before Period 9 begins. Enhanced Sign SMOOTH & SPICY FEATURED IN GREY GOOSE ml HOLIDAY ISSUE With its fine ingredients and silky character, Grey Goose is fantastic in simple cocktails that allow its gentle sweetness shine. Try a Vodka Soda. Large Table Small Table Shelf Talkers (14 versions) English: 18P9-FD1 English: 18P9-FD3 DMS-18P9-FD10 Bilingual: 18P9-FD2 Bilingual: 18P9-FD4 In-section Hot Buttons Mini-Pole Topper Signs Self Merchandiser English DMS-18P9-FD8 Bilingual DMS-18P9-FD9 English DMS-18P9-FD6 Bilingual DMS-18P9-FD7 $49.95 English DMS-P918-FD13 Bilingual DMS-P918-FD14 Price subject to change without notice. While supplies last. 90 Period 9

93 Give Share Enjoy Food & Drink Table Group 1 Large 7 Table + 2 Small End Tables Participating Stores 17, 22, 23, 31, 41, 44, 51, 55, 65, 74, 82, 130, 148, 156, 171, 191, 195, 198, 211, 221, 226, 227, 228, 233, 250, 265, 279, 288, 298, 300, 310, 326, 344, 351, 361, 381, 383, 391, 397, 401, 407, 427, 437, 438, 443, 445, 457, 470, 481, 485, 490, 491, 497, 522, 528, 536, 542, 551, 569, 575, 579, 587, 602, 605, 609, 623, 627, 630, 631, 633, 634, 640, 643, 649, 652, 653, 655, 658, 661, 667, 694, 698, 699, 703, 706, 741 Participating Products Location LCBO# Description Size A Grey Goose 750 ml B No. 3 London Dry Gin 750 ml C Wayne Gretzky Cream Whisky 750 ml D Canadian Club 100% Rye 1140 ml E Founder s All Day IPA 6 x 355 ml F Great Lakes Pompous Ass 473 ml G Folonari Valpolicella Ripasso Classico Superiore DOC 750 ml H Latour Chardonnay Bourgogne 750 ml I Henry Of Pelham Select Late Harvest Vidal VQA 375 ml J Trius Brut VQA 750 ml K Josh Cellars Legacy Red 750 ml L Jacob s Creek Moscato Rose Sparkling 750 ml M J. Lohr Los Osos Merlot 750 ml N Marchese de' Frescobaldi Castelgiocondo Brunello di Montalcino 750 ml Classic Spirits Toast Worthy Wines For The Fireside Craft Brews G 1 facings F&D Holder H 1 facings F&D Merch Unit * # of facings may vary from month to month depending on product selection * F 2 facings P A 4 facings I E 2 facings N F&D Holder BOX SIGN F&D Holder J D 2 facings O B 4 facings K C 2 facings F&D Merch Unit M 1 facings F&D Holder L 1 facings Marketing & Product Guide 91

94 Food & Drink Table Give Share Enjoy Group 2 Large 7' Table + 4 Side Tables Participating Stores 1, 10, 15, 21, 38, 115, 149, 164, 187, 217, 252, 253, 263, 329, 346, 355, 359, 367, 373, 378, 390, 392, 394, 404, 412, 416, 459, 486, 522, 523, 545, 554, 573, 618, 619, 624, 632, 641 Participating Products Location LCBO# Description Size A Grey Goose 750 ml B No. 3 London Dry Gin 750 ml C Wayne Gretzky Cream Whisky 750 ml D Canadian Club 100% Rye 1140 ml E Founder s All Day IPA 6 x 355 ml F Great Lakes Pompous Ass 473 ml G Folonari Valpolicella Ripasso Classico Superiore DOC 750 ml H Latour Chardonnay Bourgogne 750 ml I Henry Of Pelham Select Late Harvest Vidal VQA 375 ml J Trius Brut VQA 750 ml K Josh Cellars Legacy Red 750 ml L Jacob s Creek Moscato Rose Sparkling 750 ml M J. Lohr Los Osos Merlot 750 ml N Marchese de' Frescobaldi Castelgiocondo Brunello di Montalcino 750 ml Classic Spirits Toast Worthy Wines For The Fireside Craft Brews G H L 1 facings F&D Holder 1 facings M F&D Merch Unit F 6 facings F 4 facings A 4 facings A 4 facings F&D Holder E 6 facings BOX SIGN B 6 facings F&D Holder D 4 facings C 4 facings C D 6 facings 4 facings F&D Merch Unit K I 1 facings N J 1 facings F&D Holder * # of facings may vary from month to month depending on product selection * 92 Period 9

95 Give Share Enjoy Food & Drink Table Group 3 Small 5' Table + 2 Small End Tables Participating Stores 411, 500, 776 Participating Products Location LCBO# Description Size A Grey Goose 750 ml B No. 3 London Dry Gin 750 ml C Wayne Gretzky Cream Whisky 750 ml D Canadian Club 100% Rye 1140 ml E Founder s All Day IPA 6 x 355 ml F Great Lakes Pompous Ass 473 ml G Folonari Valpolicella Ripasso Classico Superiore DOC 750 ml H Latour Chardonnay Bourgogne 750 ml I Henry Of Pelham Select Late Harvest Vidal VQA 375 ml J Trius Brut VQA 750 ml K Josh Cellars Legacy Red 750 ml L Jacob s Creek Moscato Rose Sparkling 750 ml M J. Lohr Los Osos Merlot 750 ml N Marchese de' Frescobaldi Castelgiocondo Brunello di Montalcino 750 ml Classic Spirits For The Fireside Toast Worthy Wines Craft Brews M 3 facings F&D Holder N 3 facings 2 1 D 6 facings E * # of facings may vary from month to month depending on product selection * C 6 facings F 6 facings C F B 3 facings G 3 facings B F&D Holder BOX SIGN F&D Holder G B 3 facings G 3 facings A H A 6 facings H 6 facings J 6 facings I 6 facings 3 4 L 4 facings F&D Holder 6 facings K 4 facings Marketing & Product Guide 93

96 Food & Drink Table Give Share Enjoy Group 4 Small 5' Table + 4 Side Tables Participating Stores 269, 428, 580, 584, 700 Participating Products Location LCBO# Description Size A Grey Goose 750 ml B No. 3 London Dry Gin 750 ml C Wayne Gretzky Cream Whisky 750 ml D Canadian Club 100% Rye 1140 ml E Founder s All Day IPA 6 x 355 ml F Great Lakes Pompous Ass 473 ml G Folonari Valpolicella Ripasso Classico Superiore DOC 750 ml H Latour Chardonnay Bourgogne 750 ml I Henry Of Pelham Select Late Harvest Vidal VQA 375 ml J Trius Brut VQA 750 ml K Josh Cellars Legacy Red 750 ml L Jacob s Creek Moscato Rose Sparkling 750 ml M J. Lohr Los Osos Merlot 750 ml N Marchese de' Frescobaldi Castelgiocondo Brunello di Montalcino 750 ml Classic Spirits For The Fireside Toast Worthy Wines Craft Brews D L 4 facings F&D Holder E 4 facings 2 M 1 D 6 facings E 6 facings C 6 facings F 6 facings C 6 facings F 6 facings B 3 facings G 3 facings F&D Holder B 6 facings BOX SIGN G 6 facings F&D Holder B 3 facings A 6 facings H 6 facings G 3 facings 3 A 6 facings H 6 facings J 6 facings I 3 6 facings N K J 3 facings F&D Holder 4 I 3 facings * # of facings may vary from month to month depending on product selection * 94 Period 9

97 Deal of the Week This is a sold program. Participation is mandatory. Key Dates Please install following the schedule below: Week 1 November 9 - November 15: Cardhu Single Malt Scotch 750 ml Week 2 November 16 - November 22: Wolf Blass Yellow Label Shiraz 750 ml Week 3 November 23 - November 29: 2691 Tanqueray Gin 750 ml Participating Stores 1, 5, 10, 11, 15, 17, 18, 19, 20, 21, 22, 23, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 43, 44, 50, 51, 55, 57, 62, 63, 64, 65, 68, 73, 74, 79, 80, 82, 84, 85, 86, 90, 95, 101, 102, 106, 115, 125, 130, 132, 139, 140, 148, 149, 152, 154, 156, 163, 164, 165, 167, 168, 171, 175, 179, 182, 187, 188, 190, 191, 195, 198, 200, 201, 207, 209, 211, 212, 216, 217, 218, 221, 226, 227, 228, 233, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 310, 311, 321, 324, 325, 326, 329, 334, 340, 344, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 401, 402, 404, 407, 411, 412, 415, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 445, 452, 457, 458, 459, 465, 467, 470, 481, 485, 490, 491, 494, 495, 497, 499, 500, 501, 505, 511, 518, 521, 523, 528, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 563, 564, 566, 568, 569, 572, 573, 575, 579, 580, 584, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 640, 641, 643, 649, 652, 653, 655, 656, 658, 661, 667, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 95

98 Deal of the Week Give Share Enjoy DEAL OF THE WEEK MANDATORY PARTICIPATION Overview The Deal of the Week display changes four times throughout the promotion. The sales will be used to drive traffic in-store through compelling offers on popular wines and spirits. Please note that the recommended in-store displays reflect this strategy. The sales always begin on a Thursday and last until end of day the following Wednesday. When the featured product is a wine, we will be communicating the Case Savings deal. Key Dates Week Install Take Down (End of Day) 1 November 9, 2017 November 15, November 16, 2017 November 22, November 23, 2017 November 29, 2017 Signage Components & Re-ordering Stores will be provided with a signage kit. Signage will be available for re-order. Pricer Cards (English) (3 Versions) Re-order# DMS-18P9-ST11 Shelf Talkers (3 versions) Re-order# DMS-18P9-ST10 Poster Inserts (English & Bilingual) (4 versions) Please see Merchandising Instructions for re-order codes. Week 1: November 9, November 15, 2017 LCBO# Description Size LTO Cardhu Single Malt Scotch 750 ml $8.00 Merchandising Instructions Merchandise the Cardhu Single Malt Scotch sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. Banner Insert Re-order Codes: English: 18P9-DW1 Bilingual: 18P9-DW7 96 Period 9

99 Give Share Enjoy Deal of the Week Week 2: November 16, November 22, 2017 LCBO# Description Size LTO Wolf Blass Yellow Label Shiraz Merchandising Instructions Case Savings 750 ml $4.00 $48.00 Remove the Cardhu Single Malt Scotch sign and merchandise the Wolf Blass Yellow Label Shiraz sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. The display should be merchandised to promote the case savings. Banner Insert Re-order Codes: English: 18P9-DW2 Bilingual: 18P9-DW8 Week 3: November 23, November 29, 2017 LCBO# Description Size LTO 2691 Tanqueray Gin 750 ml $2.70 Merchandising Instructions Remove the Wolf Blass Yellow Label Shiraz sign and merchandise the Tanqueray Gin sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. Banner Insert Re-order Codes: English: 18P9-DW3 Bilingual: 18P9-DW9 DEAL OF THE WEEK MANDATORY PARTICIPATION Marketing & Product Guide 97

100 Deal of the Week Give Share Enjoy DEAL OF THE WEEK NON-PARTICIPATING STORES Save Big This Week Cut Case Display The following stores are encouraged to build Cut case displays to promote the weekly deals (Manager s discretion). These stores will not be forced allocated inventory. Please ensure sufficient stock is ordered. Participating Stores 2, 3, 4, 6, 7, 8, 9, 12, 13, 14, 16, 24, 25, 28, 29, 30, 32, 39, 42, 45, 46, 47, 48, 49, 52, 53, 54, 56, 58, 59, 60, 61, 66, 67, 69, 70, 71, 72, 75, 76, 77, 78, 81, 83, 84, 87, 88, 89, 91, 92, 93, 94, 96, 97, 98, 99, 103, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 124, 126, 127, 128, 129, 131, 133, 134, 135, 136, 137, 138, 139, 141, 142, 143, 144, 145, 146, 147, 151, 153, 155, 157, 158, 159, 160, 161, 162, 166, 169, 170, 172, 173, 174, 175, 176, 178, 180, 181, 183, 184, 186, 189, 192, 193, 194, 196, 197, 199, 202, 203, 204, 205, 208, 210, 213, 214, 219, 220, 222, 223, 224, 225, 229, 230, 231, 232, 234, 235, 236, 237, 238, 239, 240, 241, 245, 246, 247, 251, 254, 256, 257, 258, 259, 260, 261, 262, 264, 266, 267, 268, 270, 271, 272, 273, 274, 275, 276, 277, 280, 281, 282, 283, 284, 285, 286, 289, 290, 291, 292, 293, 294, 295, 296, 297, 299, 301, 302, 303, 304, 305, 306, 307, 308, 309, 312, 313, 314, 315, 316, 317, 318, 319, 320, 322, 323, 327, 328, 330, 331, 332, 333, 335, 336, 337, 338, 339, 341, 343, 345, 347, 348, 349, 350, 352, 354, 358, 363, 364, 365, 368, 369, 370, 372, 374, 375, 376, 377, 379, 380, 384, 395, 399, 400, 403, 405, 406, 409, 410, 413, 414, 418, 419, 420, 421, 422, 423, 424, 429, 430, 433, 435, 436, 439, 440, 441, 442, 444, 446, 447, 448, 449, 450, 451, 453, 454, 455, 456, 460, 461, 462, 463, 464, 466, 468, 469, 471, 472, 473, 474, 475, 476, 477, 478, 479, 480, 482, 483, 484, 485, 486, 487, 488, 489, 492, 493, 496, 498, 502, 503, 504, 506, 507, 509, 510, 512, 513, 514, 515, 516, 517, 519, 520, 522, 524, 526, 527, 529, 530, 531, 532, 533, 535, 537, 538, 539, 541, 543, 547, 548, 550, 552, 557, 558, 560, 561, 562, 565, 567, 570, 571, 574, 576, 577, 578, 581, 582, 583, 586, 588, 589, 591, 594, 595, 596, 597, 598, 599, 603, 604, 606, 607, 608, 610, 611, 612, 613, 614, 615, 621, 622, 626, 635, 636, 637, 638, 639, 642, 644, 645, 646, 650, 651, 654, 656, 657, 677, 695, 697 Key Dates & Participating Products Please note that the sales always begin on a Thursday and last until end of day the following Wednesday. When the featured product is a wine, we will be communicating the Case Savings deal and recommend that in-store displays reflect this strategy. LCBO# Product Size LTO Case Saving WEEK 1: NOVEMBER 9, NOVEMBER 15, Cardhu Single Malt Scotch 750 ml $8.00 WEEK 2: NOVEMBER 16, NOVEMBER 22, Wolf Blass Yellow Label Shiraz 750 ml $4.00 $48.00 WEEK 3: NOVEMBER 23, NOVEMBER 29, Tanqueray Gin 750 ml $ Period 9

101 Give Share Enjoy Deal of the Week Signage Components & Re-order Codes Deal of the Week Generic Cut Case Backer Card English: DMS-18H9-SDW1 Bilingual: DMS-18H9-SDW3 Deal of the Week Pricer Cards Re-order# DMS-18P9-DW13 Merchandising Instructions Cut Case Display (For stores that have available floor space) Please set up a Cut-case display using the provided generic signage. Merchandise Pricer Cards in front of products. Deal of the Week Generic Riser Wrap English: DMS-18H9-SDW2 Bilingual: DMS-18H9-SDW4 Cut-case display Cut-case display (Case Savings) DEAL OF THE WEEK NON-PARTICIPATING STORES Marketing & Product Guide 99

102 Give Share Enjoy 100 Period 9

103 The Cold Room Spirits Display This is a sold program. Participation is mandatory. Key Dates Install: November 6, 2017 Take Down: November 26, 2017 Participating Stores 4, 6, 23, 33, 41, 49, 51, 55, 58, 65, 74, 82, 84, 93, 102, 107, 119, 124, 130, 155, 156, 160, 164, 195, 196, 198, 211, 227, 228, 229, 230, 232, 233, 234, 237, 244, 250, 254, 263, 270, 276, 278, 279, 281, 288, 296, 298, 299, 300, 310, 316, 318, 323, 329, 335, 351, 359, 364, 368, 369, 374, 380, 384, 387, 391, 394, 399, 401, 404, 414, 423, 425, 427, 440, 443, 448, 449, 454, 459, 469, 470, 474, 477, 481, 482, 491, 492, 495, 496, 497, 500, 501, 504, 509, 510, 516, 530, 536, 537, 550, 551, 552, 554, 556, 560, 561, 564, 580, 587, 594, 602, 605, 609, 618, 626, 627, 633, 640, 641, 644, 649, 654, 655, 658, 694, 695, 699, 706, 741, 771 Marketing & Product Guide 101

104 The Cold Room Spirits Display Give Share Enjoy Overview The Cold Room Spirits Display program will provide Spirits display space in high-traffic areas near the beer cold room. The program is aimed at encouraging customers to view Spirits as an appropriate and relevant beverage alcohol choice for a variety of occasions throughout the seasons. This sold program display will encourage cross-category shopping. Participating Product LCBO# Description Format 2808 Bacardi Gold 375 ml Signage Signage kit reorder# DMS-18P9-SD1 (English) DMS-18P9-SD2 (Bilingual) Mini Backer Card Pricer Card Riser Wrap Merchandising Instructions: Please order the required product, as it will not be force shipped (3 cases minimum). Use the mini backer card sign and riser wrap to build a cut case display (near beer cold room or beer section of the store) with the one (1) participating product. Merchandise the pricer cards in front of the corresponding product. 102 Period 9

105 Holiday Block Piles Key Dates Install: November 12, 2017 Take Down: December 31, 2017 SPECIAL NOTICE: To respect the solemness of Remembrance Day on November 11, please DO NOT display Block Pile Pole Topper signs until November 12. Build Block Piles around empty Pole Topper holders, and insert Pole Topper signs on November 12. Prices subject to change November 27, Please check for updates. All distribution lists for the Holiday gift packaging, Bag & Boxes and Spirit Pre-Wrap are posted on the LCBO Portal. You can view gift photos and pricing information on the Holiday Gifting Program website: These Gifts will be allocated to your store. The Holiday Gifting Team calculates the appropriate quantity and each District Manager reviews the total allocation to ensure the overall quantity suitable for your store. These items cannot be re-ordered from the warehouses. Give Share Enjoy Staff Guide This guide provides you with this year s line up of gift products and gift packaging. Watch for it in your mailbag. Marketing & Product Guide 103

106 Holiday Block Pile Give Share Enjoy Supplier Gift Packs and Holiday Block Piles Careful planning and merchandising of Holiday Block Piles is crucial to increase sales. Holiday Block Piles will be organized by themes to provide customers with easy solutions for gift-giving. Pole Toppers Festive Spirits For Beer Lovers Under $20 For Wine Lovers Worth the Splurge Staff Picks Block Pile Signage Components English Kit Re-oder# P0917-HBP-236 French Kit Re-order# P0917-HBP-237 Pole Toppers (6 versions) Pricer Cards (175 versions) Shelf Talkers (175 versions) English Pole Toppers Bilingual Pole Topper Building Block Piles Build Block Piles by theme. The themes provide customer solutions. Theme Festive Spirits For Beer Lovers Under $20 For Wine Lovers Worth the Splurge Staff Picks Where to Build In Available Space In Available Space In Available Space In Available Space In Available Space In Available Space Build Block Piles around empty Pole Topper Holder, and insert Pole Topper signs on November 12 th. Stadium Cut as many cases as possible to maximize product facings. Place the tallest stack of cases in the middle of the Block Pile. Height: Minimum 3 cases (use dummy cases if necessary) Maximum 4 cases. Building Block Piles with four to ten SKUs is ideal. Too many SKUs on a Block Pile can be overwhelming for the customer. Place the signs amongst the cases to visually break up large Block Piles. Try to avoid long walls of product. Include Vintages gift packs on the Block Piles. 104 Period 9

107 Give Share Enjoy Holiday Block Pile Block Pile Configuration Do not cover the sign s message with product. Build out and cascade product if you need to maximize the amount of product on the floor. Entrance = Possible display locations Marketing & Product Guide 105

108 Holiday Block Pile Give Share Enjoy Festive Spirits For Beer Lovers LCBO# Product Name Absolut Holiday Limited Edition Bottle Appleton Estate Signature with Mug and Ginger Bacardi Superior Blue Jays - Red Bacardi Superior with Jigger & Squeezer Belvedere Ice Duo Crystal Head Vodka Gift Pack El Dorado 12-Year Old Gift Pack Gibson's Finest Bold 8-Year Old Gift Set Grey Goose Vodka Mini Flavour 4-Pack Grey Goose Vodka Martini Gift Pack Hennessy VS Cognac Gift Pack Hennessy V.S.O.P. Privilège Carnovsky Gift Pack Jägermeister Gift Pack Pravda Vodka Gift Pack Twisted Shotz Winter Party Pack Marzadro Giare Legno Amarone Grappa Mazzetti Grappa Chardonnay in Amerigo Vespucci LCBO# Product Name Exclusive Belgian Ales Cuvee Van De Keizer Blauw Erdinger Variety Pack Fuller's 2017 Vintage Ale Greene King Festive Pudding Ale Leffe Royale Mill St Pale Ale Gift Pack Sapporo Holiday 3-Pack Schneider Bavarian Wheat Beer Gift Box Stella Artois Wychwood Brewery Beers of Character 4-Pack Mill St 100th Meridian Amber Lager Historic Ales From Scotland 106 Period 9

109 Give Share Enjoy Holiday Block Pile Under $20 For Wine Lovers LCBO# Product Name Blue Dog Wine Blue Nun Sparkling 24K Gold Edition Casillero Del Diablo Hertiage Release Gran Vino Moselland Vanguard Pinot Grigio Blue Bottle Piccini Chianti Orange Fiasco Bottle Voga Sparkling Pinot Grigio Rosé Gift Box Canadian Club Classic Small Batch Gift Tin Crown Royal Deluxe Gift Pack Evan Williams Original Southern Egg Nog Chimay Gift Pack Freixenet Prosecco DOC LCBO# Product Name Apothic Red Duo Gift Pack Fonseca Minis Collection Gift Pack Fuzion Alta Duo Gift Pack Inniskillin VQA Holiday Gift Pack Jackson-Triggs Holiday Gift Pack McMichael Collection VQA Gift Pack Porta 6 VR, Lisboa Magnum Robert Mondavi Private Selection Bourbon Barrels Cabernet Sauvignon Santa Carolina Reserva Duo Gift Pack Trapiche Pure Duo Gift Pack Two Oceans Duo Gift Pack Villa Maria Private Bin Duo Gift Pack Wolf Blass Yellow Label Duo Marques Casa Concha Cab Carm Gift Pack w Aerator Trivento Golden Reserve Gift Pack Marketing & Product Guide 107

110 Holiday Block Pile Give Share Enjoy Worth the Splurge LCBO# Product Name Veuve Clicquot Arrow Magnet Veuve Clicquot Journey Travel Trunk Bruichladdich Wee Laddie Whisky Gift Pack Casamigos Tequila Reposado Gift Pack Diplomatico Reserva Exclusiva Gift Set Hennessy X.O. and Ice Discovery EOY Hennessy X.O. Mark Newson Armagnac De Montal Vintage 1998 In Red Box Armand de Brignac Trilogie Gift Set Confezione Decanter Collection Gift (Santa Sofia) La Chapelle De La Mission Haut Brion & Box Laurent-Perrier Grand Siecle Gft Pk with 2 Glasses Lheraud Cognac Extra Mazzetti 12 YO Brandy in Crystal Decanter Wood Box Mazzetti Grappa di Nebbiolo da Barolo In Decanter Nonino 8 Year Riserva Grappa in Black Lacquer Box 108 Period 9

111 Beaujolais Nouveau Key Dates Install: November 16, 2017 Take Down: When quantities deplete Participating Stores 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 29, 31, 33, 34, 35, 36, 38, 40, 41, 42, 44, 45, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56, 57, 58, 59, 60, 62, 63, 64, 65, 67, 68, 69, 70, 71, 72, 74, 75, 77, 78, 79, 80, 81, 82, 83, 84, 85, 86, 87, 88, 91, 93, 94, 95, 97, 98, 99, 101, 102, 103, 106, 108, 112, 113, 115, 117, 119, 122, 123, 124, 125, 128, 129, 130, 132, 137, 139, 140, 143, 144, 145, 148, 149, 151, 153, 154, 155, 156, 163, 164, 167, 168, 169, 170, 171, 175, 178, 179, 182, 183, 184, 187, 188, 191, 192, 194, 195, 196, 198, 199, 200, 201, 202, 203, 205, 207, 208, 209, 210, 211, 212, 214, 217, 218, 221, 222, 223, 224, 225, 226, 227, 228, 229, 230, 233, 234, 236, 237, 238, 242, 243, 244, 245, 247, 248, 249, 250, 252, 253, 255, 260, 261, 262, 263, 265, 266, 268, 269, 270, 276, 277, 278, 287, 288, 295, 297, 298, 300, 301, 304, 306, 308, 309, 310, 311, 312, 313, 314, 316, 318, 320, 321, 324, 325, 326, 327, 329, 330, 331, 333, 334, 338, 340, 341, 343, 344, 345, 346, 351, 352, 353, 354, 355, 358, 359, 360, 361, 363, 367, 368, 371, 373, 378, 379, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 395, 397, 398, 400, 401, 402, 404, 405, 407, 412, 415, 416, 417, 418, 419, 420, 425, 426, 427, 428, 431, 432, 434, 435, 437, 438, 441, 443, 444, 445, 446, 452, 451, 453, 454, 456, 457, 458, 459, 461, 465, 467, 470, 474, 477, 481, 483, 485, 486, 490, 491, 494, 495, 496, 497, 499, 500, 501, 505, 507, 509, 511, 512, 515, 517, 518, 521, 522, 523, 526, 528, 529, 532, 533, 534, 536, 537, 538, 539, 540, 542, 544, 545, 546, 547, 549, 550, 551, 552, 553, 554, 555, 556, 558, 559, 563, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 582, 584, 585, 586, 587, 589, 590, 593, 598, 599, 601, 602, 605, 606, 609, 612, 614, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 644, 645, 649, 650, 651, 653, 655, 656, 657, 658, 660, 661, 665, 669, 670, 671, 677, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 109

112 Beaujolais Nouveau Give Share Enjoy Celebrate the harvest on November 16th! Overview Beaujolais Nouveau wines are released around the world on the third Thursday of November every year. The Nouveau program offers customers a taste of the first wines from this year s harvest. The style of Nouveau wines is typically lightbodied and fruity. The 2017 selection includes wines from France, Italy and Ontario. Products are available while supplies last. Note: Not all stores will receive all SKUs. Key Dates: Start Date: November 16, 2017 Take Down: When quantities deplete Merchandising Instructions: Build a cut-case display in a prominent location with the provided signage. Use dummy cases or risers if requried. Participating Products: LCBO# Product Name Size Beaujolais Villages Nouveau (Joseph Drouhin) Beaujolais-Villages Nouveau (G. Duboeuf) Reif Estate The Fool Gamay Nouveau Reif Estate Kerner Nouveau (The Hanging Man) Beaujolais Nouveau Dubouillon2 AOP Pardon My French Beaujolais Nouveau Mommessin Beaujolais Nouveau* Duboeuf Gamay Nouveau Mezzacorona Novello, Trentino Negrar Valpolicella Novello Del Veneto IGT 750 Signage Components & Re-order# s Cut-case Backer Card (1 version) DMS-18P9-DP7 Generic Pricer Card (1 version) DMS-18P9-DP8 Branded Pricer Cards (11 versions) DMS-18P9-DP9 110 Period 9

113 Special Promotions Fixture Key Dates Install: November 6, 2017 Take Down: November 26, 2017 Participating Stores 10, 15, 17, 21, 22, 23, 31, 34, 38, 41, 44, 51, 55, 65, 74, 82, 102, 106, 115, 130, 132, 145, 148, 149, 156, 164, 168, 171, 187, 191, 195, 198, 211, 212, 221, 226, 227, 228, 233, 243, 250, 252, 253, 263, 279, 288, 298, 300, 310, 325, 326, 329, 334, 344, 346, 351, 355, 359, 361, 367, 373, 378, 381, 383, 390, 391, 392, 393, 394, 397, 398, 401, 404, 407, 411, 412, 416, 427, 428, 437, 438, 443, 445, 452, 457, 459, 470, 481, 485, 490, 491, 497, 499, 500, 522, 523, 528, 536, 542, 544, 545, 546, 551, 554, 555, 566, 569, 575, 579, 580, 584, 587, 590, 601, 602, 605, 609, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 640, 641, 643, 649, 652, 653, 655, 658, 661, 667, 694, 698, 699, 700, 702, 703, 706, 741 Marketing & Product Guide 111

114 Expert s Pick Give Share Enjoy This month we are featuring a selection of outstanding wines. Stores are to select 4-6 products from the list to merchandise on the fixture. Expert s Pick Suggested Products (Choose 4-6) LCBO# Description Size Inniskillin Unoaked Chardonnay VQA 750 ml Panama Jack's Salted Caramel 750 ml Henry Of Pelham Cabernet/Merlot VQA 750 ml Masi Campofiorin IGT 750 ml Anciano 7 Year Gran Reserva Tempranillo Valdepenas 750 ml Villa Sandi Prosecco Il Fresco Doc, Treviso 750 ml Left Field Nelson Sauvignon Blanc 750 ml Beringer Founders Estate Cabernet Sauvignon 750 ml Mcguigan Black Label Shiraz 750 ml Merchandising Instructions Each period, a list of wines that support a relevant theme will be recommended in the Marketing & Product Guide. Product consultants or other designated staff may choose 4-6 products from this list to merchandise on the fixture. (Please note that stores are not required to list product(s) that they do not already carry to support this program. Please select wines from the list provided that are already listed in your store. ) Replace the Period 8 poster with the Period 9 versions. Please replace the drum sign from Period 8 with Period 9 version. 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. 112 Period 9

115 Give Share Enjoy Cocktail of the Month Cocktail of the Month - Sidecar Stores are to merchandise the fixture with the four products below. If you do not carry one of these please use another close substitute. Participating Products LCBO# Description Size 8888 St Remy Brandy 750 ml 1925 Courvoisier VS 750 ml 8284 Hennessy VS Cognac 750 ml Grand Marnier 375 ml Merchandising Instructions At the start of the Period 9 promotion, replace the Period 8 poster with the Period 9 Cocktails poster. Please replace the P8 drum sign with the P9 Cocktail of the Month version. Ensure sufficient stock is ordered to maintain this program for the duration of the period (end of Period 8). Merchandise the Recipe Card and Recipe Card Backer Card in the Adjustable Wire Brochure Holder (hellolcbo# ), Please use half of the recipe cards for each side of the display. If you have room please merchandise LCBO# Cocktail Shaker Stainless Steel on the display. Adjustable Brochure Holder hellolcbo Re-order# (Insert and secure holder s adjustable clip into the top railing of fixture.) Marketing & Product Guide 113

116 Valid until November 26, Price subject to change without notice. While supplies last. Special Promotions Fixture Signage Give Share Enjoy Components EXPERT S PICK POSTERS Expert Picks (English/Bilingual) Re order #: 18P9-SP1 EXPERT S PICK DRUM SIGNS Expert s Pick: English/Bilingual 18H9-SP3 Cocktail: English/Bilingual 18H9-SP4 LIGHT & CRISP OUR EXPERT PICKS INNISKILLIN UNOAKED CHARDONNAY VQA 6 REG $13.95 NOW $ (D 7 g/l) 750 ml SAVE $2.00 Expert s Pick Shelf Talkers Cocktail of the Month Shelf Talkers Reorder: DMS-18P9-ST9 2 Ontario Wines Cocktail of the Month (English/Bilingual) Re order #: 18P9-SP2 RECIPE CARD TAKE-AWAY English DMS-18P9-SP5 Bilingual DMS-18P9-SP6 RECIPE CARD BACKER English DMS-18P9-SP7 114 Period 9

117 Mini Thematic This is a sold program. Participation is mandatory. Key Dates Install: November 6, 2017 Take Down: November 25, 2017 Participating Stores 1, 4, 5, 14, 15, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 50, 51, 55, 57, 60, 62, 63, 64, 65, 68, 72, 74, 79, 82, 83, 90, 93, 95, 97, 102, 106, 115, 125, 130, 132, 139, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 168, 171, 179, 182, 187, 188, 190, 191, 195, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 221, 226, 227, 228, 233, 237, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 310, 311, 320, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 404, 407, 411, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 485, 486, 490, 491, 494, 495, 497, 499, 500, 501, 505, 509, 511, 518, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 640, 641, 643, 644, 649, 652, 653, 654, 655, 658, 661, 667, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 115

118 Mini Thematic participation is mandatory Give Share Enjoy MINI THEMATIC Mini Thematic Program Enhancements In order to better serve our customers and continue to drive sales, we have enhanced the Mini Thematic Program. SPIRITS Mini Thematic "A" Mini Thematic "B" (formerly Mini Thematic Promo End Aisle) (formerly Gifting Promo End Aisle) This Promo End Aisle will always feature Spirits, as well as This new program will have displays on the Mini Thematic RTD products. This is the existing program with displays on the "B" End Aisle (formerly Gifting Promo End Aisle) in the front Mini Thematic "A" End Aisle (formerly Mini Thematic End Aisle) of your stores (please refer to your store floor plans). The in the front of stores (please refer to your stores floor plan). program will include the following specifics: Stores will be provided Category Signs, Shelf Talkers and when The number of participating products for this program is applicable, Cocktail Box Signs to help promote the program. nine (9). The following enhancements have been made to the program: Signage will consist of Category Sign and Shelf Talkers only. The number of participating products has been standardized Participating stores are required to list all nine (9) to nine (9). products for the duration of the period and one (1) case Participating stores are required to list all nine products for of each product will be forced out. the duration of the period and one (1) case of each product will be forced out. This is a supplier paid program and stores must merchandise all nine (9) SKU's on the Mini Thematic Promotional Fixture Ends. The 1 in/1 out rule does not apply on the Mini Thematic Promotional Fixtures. The Period 9 Spirits Mini Thematic A (formerly Mini Thematic) will feature Cognac: Elevate Your Style. The Period 9 Mini Thematic "B" (formerly Gifting Promotional Fixture End) will feature Holiday Entertaining. To support the sales and marketing strategy, it is mandatory to feature all SKUs participating in the programs. The Promotional Fixtures must be fully merchandised at all times. All brands must be featured to ensure a healthy looking display that is ready for business. If a store is bringing in additional inventory to support the Mini Thematic Promotional Fixture Program, the 1 in/1 out rule does not apply during the promotional Periods. If a store decides to list a featured product AFTER the promotional Period has concluded, the 1 in/1 out rule does apply. EXAMPLE FLOOR PLAN Please refer to your store s floor plan Spirits Mini Thematic "A" formerly Mini Thematic A Mini Thematic "B" formerly Gifting Promo End 116 Period 9

119 Give Share Enjoy Mini Thematic A Cognac: Elevate Your Style participation is mandatory Overview This fixture is now the Mini Thematic A end, which is a destination for Spirit and RTD products. Participating Products LCBO# Product Description Size Category Shelf Position D'Usse VSOP 750 ml Box Sign #1: Hine Rare VSOP 750 ml Gift It Baron Otard VSOP Cognac 750 ml Top Meukow Cognac VS 750 ml Box Sign #2: Cognac Gautier VS 750 ml Middle Mix It Martell VSOP Fine Cognac (In Box) 750 ml 9902 Courvoisier VSOP Cognac 750 ml Box Sign #3: Hennessy VSOP Cognac 750 ml Sip It 4101 Remy Martin VSOP 750 ml Bottom Signage and Key Dates Promo Fixture Category signs: Install on November 6, Shelf talkers: Install the shelf talkers on November 6, Install one set on the promo fixture and the other in-section. Box Signs: There will be box signs that should be alternated on each shelf to be aligned right on the top shelf, aligned left for the second shelf and then aligned right for the third shelf. Please refer to the illustration below. Promo Fixture Sign (Short) Re-order# 18P9-MT1 Box Signs Re-order# DMS-18P9-MT13 Promo Fixture Sign (Long) Re-order# 18P9-MT2 Nesting Table Sign (Store 10 only) Re-order# DMS-18P9-MT4 Image unavailable Shelf Talkers Re-order# DMS-18P9-MT6 MINI THEMATIC A COGNAC: ELEVATE YOUR STYLE Necktags English Re-order# DMS-18P9-MT11 Bilingual Re-order#DMS-18P9-MT12 Marketing & Product Guide 117

120 Mini Thematic B Holiday Entertaining participation is mandatory Give Share Enjoy MINI SEASONAL THEMATI C SIGNAGE B HOLIDAY PERIOD ENTERTAINING 9 10 Overview This period, we will be highlighting wines that are great value and good to have on hand for Holiday Entertaining. There is a wide array of products. There are those that are a little more premium and ideal for intimate gatherings. There are wines great for a mid-size get-together, and those ideal for the larger party where value large format wines would be preferred. Participating Products LCBO# Product Description Size Cavit Collection Pinot Grigio Delle Venez IGT 750 ml Pelee Island Secco VQA 750 ml Casillero Del Diablo Rsv Cab/Sav 1500 ml Mallee Rock Pinot Grigio 750 ml 943 Mouton Cadet Bordeaux Red Aoc 750 ml Aquinas Pinot Noir 750 ml Cesari Amarone Classico Doc 750 ml Henry Of Pelham Cuvee Catharine Brut Rose VQA 750 ml Bodacious Smooth White Bag in Box 4000 ml Merchandising Instructions Insert the provided category sign into the sign band on the Mini Thematic B Fixture. Merchandise the pre-printed Shelf Talkers in front of the participating products on the Mini Thematic B Fixture and in section. Promo Fixture Sign Short (English/Bilingual) Re-order# 18P9-MT3 Image unavailable Image unavailable Nesting Table Sign STORE 10 ONLY (Bilingual) Re-order# DMS-18P9-MT4 Image unavailable Promo Fixture Shelf Talker (English/Bilingual) Re-order# DMS- 18P9-MT8 118 Period 9

121 Front End Merchandiser This is a sold program. Participation is mandatory. Key Dates Install: November 6, 2017 Take Down: November 26, 2017 Participating Stores 1, 4, 5, 10, 11, 12, 14, 17, 18, 19, 20, 21, 23, 24, 26, 31, 33, 35, 36, 38, 41, 50, 51, 55, 58, 59, 63, 64, 65, 68, 70, 74, 79, 80, 82, 86, 90, 93, 95, 97, 101, 102, 106, 115, 130, 140, 143, 148, 149, 153, 154, 156, 164, 165, 186, 188, 190, 192, 195, 198, 200, 201, 207, 209, 210, 211, 216, 217, 218, 221, 226, 227, 228, 233, 243, 248, 249, 250, 252, 253, 263, 270, 278, 279, 288, 295, 298, 300, 310, 311, 312, 321, 325, 326, 334, 343, 344, 346, 351, 353, 359, 360, 362, 366, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 391, 392, 397, 400, 401, 404, 411, 415, 420, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 481, 485, 486, 490, 491, 494, 495, 500, 501, 521, 522, 523, 528, 533, 540, 542, 544, 545, 549, 551, 554, 555, 556, 563, 564, 572, 573, 580, 587, 590, 593, 602, 605, 609, 617, 618, 624, 627, 629, 630, 631, 633, 632, 640, 641, 643, 649, 652, 653, 655, 658, 661, 667, 670, 694, 699, 741 Marketing & Product Guide 119

122 Front End Merchandiser (FEM) participation is mandatory Give Share Enjoy FEM Sold Space Program - Stocking Stuffers The Front End Merchandiser program (FEM) has proven to generate incremental sales, create consistency across the stores, and encourage customers to discover new products. This is a sold program and participation is mandatory. Signage will be shipped to participating stores each Period. Merchandising Instructions For Period 9, the Sold Space Program will feature a selection of Stocking Stuffers. It is imperative that stores reconfigure the shelves on the sold space display in order to feature these products effectively. Merchandise the box sign Stocking Stuffers on the top shelf. Merchandise the Featured Products (Group A participating products) on the centre 3 shelves plus the plinth/base. Merchandise the Holiday Stocking Stuffers (Group B participating products) on the first three shelves on either side of the display. (Store Manager s discretion). These products DO NOT replace Front End Merchandiser (FEM) or CORE PPG products. If space is available, merchandise the Holiday Stocking Stuffers (group B Participating Products) in the baskets on either side of the fixture. Sign the baskets with a Staff Picks Basket Signs, make sure to clearly write the product NAME, SIZE and PRICE in white marker. Signage Components Re-Order# DMS-18P9-FM1 Perfect Stocking Stuffers Box Sign Shelf Talkers 120 Period 9

123 Give Share Enjoy Front End Merchandiser (FEM) participation is mandatory Group B Stocking Stuffers Participating Products Manager s discretion for merchandising from the following products. Group A - Featured Products Group B Stocking Stuffers LCBO# Description Size 9043 Crown Royal Whisky 375 ml Baileys Original Irish Cream 375 ml Ciroc 375 ml 9522 J.P. Wiser's Deluxe Whisky 375 ml Absolut Vodka 375 ml Captain Morgan Spiced Rum 375 ml 240 Smirnoff Vodka 375 ml 463 Canadian Club Whisky 375 ml St Remy Brandy 375 ml Group A Featured Products Group B Stocking Stuffers Group B - Holiday Stocking Stuffers Group B Stocking Stuffers LCBO# Description Size Bombay Sapphire Mini 50 ml Disaronno Mini 50 ml Crown Royal Northen Harvest Rye 50 ml Chambord Black Raspberry Liqueur Mini 50 ml The Kraken Black Spiced Rum Mini 50 ml Grey Goose Vodka Mini 50 ml Maker s Mark Kentucky Bourbon Mini 50 ml Vodka Mudshake Chocolate Candy Cane 4 x 270 ml Vodka Mudshake Spiced Egg Nog 4 x 270 ml Vodka Mudshake Toasted Gingerbread 4 x 270 ml Bottega I Love Italy Grappa 200 ml Tequila Rose Sampler 6 x 50 ml Marketing & Product Guide 121

124 Front End Merchandiser (FEM) participation is mandatory Give Share Enjoy Stores participating in the Front End Merchandiser Program must also set up the core 200 ml Spirits Program. Core 200 ml Spirits PPG Program The top 10 selling 200 ml Spirits, sorted by Product Profile Grouping (PPG), are to be set up on priority cash #2 (i.e. the cash desk that receives the second highest traffic). See the sample floor plans in your Front End Merchandiser Sold Space Implementation Guide for the location of the display. The display does not change from Period to Period as it is intended to protect the majority of sales generated from the Front End Merchandisers. Stores MUST list the Core SKUs that are associated to the PPG (Core 200 ml s DO NOT count against a store s total approved SKU count). The Core SKUs cannot be delisted. For the Core 200 ml Spirits feature, stores are required to use four shelves and plinth/base (i.e. two (2) products per shelf, total five shelves are required). 200 ml & 375 ml discretionary displays Think Shrink 750 ml Merchandiser PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) The current direction for merchandising varies by region so stores are to contact their District Managers for direction in each district. Participating stores should have received fixtures for the Think Shrink 750 ml Merchandiser. Participating Stores 4, 6, 10, 13, 17, 22, 23, 41, 55, 63, 65, 74, 82, 95, 97, 102, 125, 132, 139, 144, 145, 153, 156, 168, 191, 196, 198, 201, 210, 211, 227, 229, 233, 237, 244, 250, 252, 253, 260, 270, 276, 276, 279, 286, 288, 298, 300, 325, 326, 344, 359, 367, 371, 381, 383, 386, 390, 392, 394, 397, 398, 401, 404, 411, 417, 420, 427, 437, 443, 452, 453, 459, 469, 470, 474, 474, 477, 486, 490, 491, 495, 497, 500, 511, 523, 536, 538, 544, 546, 549, 550, 551, 554, 555, 564, 569, 571, 573, 579, 580, 587, 601, 605, 617, 619, 627, 632, 633, 634, 635, 638, 640, 641, 643, 644, 645, 646, 651, 652, 653, 655, 656, 657, 658, 694, 697, 698, 699, 703, 706, 741, 776 PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) Above example is based on Type 3. Staff Picks Basket 122 Period 9

125 Give Share Enjoy Front End Merchandiser (FEM) participation is mandatory Front End Merchandiser Core List 2016/17 LCBO# Description Size BEER AND CHASERS Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Wiser s Deluxe 200 ml Bacardi Superior 200 ml Alberta Premium 200 ml Forty Creek Barrel Select 200 ml Grand Marnier 200 ml Jack Daniel s Tennessee Whiskey 200 ml COOL CONVENIENCE Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Wiser's Deluxe 200 ml Polar Ice Vodka 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Jack Daniel's Tennessee Whiskey 200 ml Jägermeister 200 ml PREMIUM DESTINATION Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Absolut Vodka 200 ml Jack Daniel's Tennessee Whiskey 200 ml St Remy Brandy 200 ml Canadian Club Premium 200 ml Jameson Irish Whiskey 200 ml Baileys Irish Cream 200 ml Grey Goose Vodka 200 ml Jägermeister 200 ml MAINSTREAM SPIRITS Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Wiser's Deluxe 200 ml Canadian Club Premium 200 ml LCBO# Description Size BIG BRANDS Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Wiser's Deluxe 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Walker's Special Old 200 ml Canadian Club Premium 200 ml GLOBAL ROOTS Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Canadian Club Premium 200 ml Grant's Family Reserve 200 ml Jack Daniel's Tennessee Whiskey 200 ml Polar Ice Vodka 200 ml Bacardi Superior 200 ml Appleton Estate V/X Rum Signature Blend 200 ml UP-SPEND MAINSTREAM Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Baileys Irish Cream 200 ml Canadian Club Premium 200 ml Polar Ice Vodka 200 ml Fireball Whisky Shooter 200 ml Absolut Vodka 200 ml St Remy Brandy 200 ml Jack Daniel's Tennessee Whiskey 200 ml Bacardi Superior 200 ml Absolut Vodka 200 ml Jägermeister 200 ml Jack Daniel's Tennessee Whiskey 200 ml Marketing & Product Guide 123

126 Spirited Pick Give Share Enjoy Spirited Pick Basket Fixture It s been proven over and over again that Basket Fixtures are an extremely effective way of increasing sales of any product. Participating Products LCBO# DESCRIPTION OFFER SIZE MIX WITH Grand Marnier $3.00 LTO 375 Rum Buck Sailor Jerry Spiced Rum $1.00 LTO 375 Holiday Cruise Merchandising Instructions Merchandise the participating products in the basket. Stores participating in the Front End Merchandiser (FEM) program For a list of participating stores, please refer to the Front End Merchandiser section of this guide. Please use a White Marker (reorder from Staples, Item# JIFEK400WT) to fill in product information on signs. Please be sure to include on the sign the Mix With information which your customers will surely find helpful. Signs are printed double-sided to provide stores with the option of choosing one or two products at any one time simply flip it over. Affix neck tags tocorresponding products. This is an ongoing initiative. Non-FEM stores Stores are encouraged to merchandise these great offers if baskets and space are available. Please try to re-purpose existing baskets. Additional baskets are NOT available for ordering at this time. Please follow all Health and Safety regulations. Re-order Code Basket Signs: DMS-FEM Black Signs DMS-18P9-GFT27 Holiday Bottle Neck Tags 124 Period 9

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

128 Seasonal & New Product Fixture Give Share Enjoy Components One (1) Holiday Gifts Category Sign (English/Bilingual) Two blank all red Category Signs Six (3)On Shelf Box Sign Holiday Gifts Holiday Gifts Category Sign Blank Category Sign Merchandising Instructions Re-order Codes Additional signage kits are available for re-order. Please re-order each item separately: Holiday Gifts Category Sign: 18H9-SF1 Blank Category Sign: 18H9-SF2 Holiday Gifts Box Signs: 18H9-SF3 Holiday Gifts Box Sign Remove the Category Sign inserts and On Shelf Box Signs from Period 8, and replace with the Period 9 Holiday Gifts Category Sign inserts. Please remove all newly released products and place in appropriate locations within your store. Use the fixtre to merchandise supplier gift packs from the Spirits, Wines and Beer holiday gift program. Please display the holiday gifts by product category for easy customer shopping. The fixture will transition back to New and Seasonal Products in Period 11. Use the On Shelf Box Signs to create a visual break on shelf between product categories. Each kit contains three Category signs, two blank red and one Holiday Gifts. Place the two blank colour inserts into the sign slot and center the Holiday Gifts sign over the top of the blank inserts. Stores may use the Shelf Talkers provided for the Block Pile program to sign appropriate products merchandised on the fixture. 126 Period 9

129 Always Taking Care NOTE: All items will be re-printed in P9 and shipped to stores stores do not need to order, as they will receive the signage as needed. Social Responsibility In-store Signage Participating Stores All Stores Check 25 (25 or Younger) Program Window Showcard Metal Floor Stand Sign Tent Card Perpendicular Shelf Talker (3 x 3 ) Second-Party Purchase Program Perpendicular Shelf Talker (3 x 6 ) Both Programs Front End Merchandiser Sign Poster POS Screen PA Announcement 2017 Provincial Donation Box Program Through our provincial Donation Box Program, the LCBO is helping to improve the lives of countless Ontarians in the communities where we work and live. Period 9 (November 5, 2017 November 30, 2017) Our featured charities on the Donation Box program this promotional period are: CAMH (Centre for Addiction & Mental Health Foundation) Coin box Canadian Diabetes Association Coin box Marketing & Product Guide 127

130 Social Responsibility In-store Signage Give Share Enjoy CHECK 25 (25 or YOUNGER?) PROGRAM The Check 25 (25 or Younger?) Program requests that customers who are 25 or younger, or appear to be, to have their valid i.d. ready to be checked. The aim is to build further awareness among our customers, encourage individuals to be proactive by having their i.d. s ready if they are 25 or younger, and to help LCBO staff ensure that alcohol is not sold to minors. This new package was shipped to you during Period 11. Please remove/recycle previous versions of the Check 25 signs. SECOND-PARTY PURCHASE Preventing sales to minors and those who are intoxicated is a year-round responsibility that we take very seriously. When staff has reasonable grounds to believe someone is buying for a minor, the Liquor Licence Act gives them the right and responsibility to refuse the sale. The Did you know 19+ in-store signage program informs customers about this policy and reinforces our commitment to responsible service. 128 Period 9

131 Give Share Enjoy Social Responsibility In-store Signage Please remove/recycle these signs This new package was shipped to all stores during Period 11. Please remove/recycle previous versions of the Check 25 signs. Marketing & Product Guide 129

132 Social Responsibility In-store Signage Give Share Enjoy Participating Stores All Stores Signage Components and Merchandising Instructions Please ensure that all signage components are replaced when they start peeling, begin to faded or look worn out. NOTE: All items will be re-printed in P9 and shipped to stores stores do not need to order, as they will receive the signage as needed. Check 25 (25 or Younger?) Program 1. Window Show Card (Bilingual) This sign was shipped to stores with three or more Window Show Card fixtures. Install the sign on every third show card as part of the rotation with the current promotion turn s show cards. Do not discard or replace this show card at the end of the promotional turn; it is to stay installed until further notice. Re-order# DMS-SRP Metal Floor Stand Sign (English/French) Place metal stand with the 25 or Younger? sign in a prominent location near the entrance of the store (but not in the vestibule as that s where the parking lot sign is sometimes displayed) or at the front of the cash where you might see the Deal of the Week display. The stand should not go behind the cash, but rather in front of the cash as customers approach to check out. Re-order# DMS-SRP Period 9

133 Give Share Enjoy Social Responsibility In-store Signage Check 25 (25 or Younger?) Program 3. Tent Card (Bilingual) Display the Tent Card on the Tasting Bar and/or in the special events kitchen for all in-store tastings and events. Re-order# DMS-SRP Perpendicular Shelf Talker 3" x 3" (English/French) At Store Manager s discretion, display the Perpendicular Shelf Talker in sections where customers 25 years of age and younger most frequently shop. Each kit contains 20 pieces. Clips can be ordered through Central Supply (#691451) Re-order# DMS-SRP-405 Second-Party Purchase Program 1. Perpendicular Shelf Talker 3" x 6" (English/French) Store Manager s discretion, display the Perpendicular Shelf Talker in-section. Each kit contains 10 pieces. Clips can be ordered through Central Supply (#691451) Re-order# DMS-SRP-406 Marketing & Product Guide 131

134 Social Responsibility In-store Signage Give Share Enjoy Signs for both programs 1. Front End Merchandiser Sign (Bilingual) This sign is to be alternated between both the 25 or Younger? and Second-Party Purchase program on all Front- End Merchandisers. Affix the Velcro dots on the sign, on the bottom corners, and on the wall of the Front-End Merchandiser Fixture. 2. Poster (English/French) At Store Manager s discretion, display both 25 or Younger? and Second-Party Purchase posters on the Community Board or within the customers line of vision as they approach the cash counter. Re-order Codes Check 25 (25 or Younger?): Re-order# DMS-SRP-408 Second-Party Purchase: Re-order# DMS-SRP-409 Check 25 Program Re-order# DMS-SRP-407 Check 25 Program 4. PA Announcements (Bilingual) The in-store music includes Check 25 and Second-Party Purchase program announcements. The announcements rotate every 15 minutes, in English and French, between music. Second-party Purchase Program Re-order# DMS-SRP-413 Second-Party Purchase 132 Period 9

135 Always Taking Care Exterior Springer Sign Key Dates Install: November 5, 2017 Take Down: November 26, 2017 Participating Stores All Stores Marketing & Product Guide 133

136 Exterior Springer Sign Give Share Enjoy Components & Re-ordering 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 (English/French) Re-order# 18P9-SS1 Take Down: November 25, 2017 Merchandising Instructions The LCBO never guesses. See if you can. lcbo.com/cardornot Continue to merchandise the Check 25 Exterior Springer sign. Bonus AIR MILES Exterior Springer Sign (English/Bilingual) This is permanent signage. Please keep installed until further notice. If you have more than one Exterior Springer Sign fixture, please display the Air Miles sign. Ensure that the sign placement does not pose a potential health and safety risk Do not display the signs outside when there are strong winds, the display may tip over and cause injury. 134 Period 9

137 Shopping Cart Sign The inside of the shopping cart should always feature the Sold Supplier Program and the outside is always reserved for Social Responsibility messaging. The Social Responsibility sign is bilingual. The supplier signs are English and Bilingual depending on your store. Signs are to be installed by the start of the promotion. Key Dates Install: November 5, 2017 Take Down: November 26, 2017 Participating Stores Participation is mandatory for the following designated stores 1, 4, 5, 6, 10, 15, 17, 21, 22, 23, 24, 26, 31, 33, 34, 35, 36, 38, 39, 41, 44, 45, 48, 49, 51, 55, 57, 58, 59, 61, 62, 64, 65, 70, 71, 74, 77, 79, 80, 82, 83, 84, 93, 95, 101, 102, 106, 115, 125, 130, 132, 139, 140, 144, 145, 148, 149, 154, 156, 163, 164, 166, 167, 168, 171, 179, 187, 190, 191, 195, 196, 198, 200, 207, 209, 210, 211, 212, 214, 216, 217, 218, 221, 226, 227, 228, 229, 233, 234, 237, 243, 244, 250, 252, 253, 260, 263, 265, 267, 270, 276, 279, 286, 287, 288, 300, 310, 311, 312, 325, 326, 329, 340, 344, 345, 346, 351, 353, 355, 359, 360, 361, 365, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 399, 401, 402, 404, 407, 408, 411, 412, 416, 417, 420, 428, 432, 437, 438, 440, 443, 444, 445, 446, 449, 453, 454, 456, 457, 459, 465, 467, 474, 477, 481, 485, 486, 490, 491, 494, 495, 497, 499, 500, 502, 505, 507, 509, 511, 518, 521, 522, 523, 528, 534, 536, 537, 539, 540, 542, 544, 546, 549, 550, 551, 554, 555, 556, 559, 564, 566, 569, 571, 572, 573, 575, 579, 580, 585, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 640, 641, 643, 644, 645, 651, 652, 653, 654, 655, 657, 658, 660, 661, 665, 667, 670, 671, 694, 695, 698, 699, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 135

138 Shopping Cart Sign participation is mandatory Give Share Enjoy Thematic Sign (Sold to the Trade) Re-order# DMS-18P9-SC1 Participating Products LCBO# Description Size Offer 6445 Creemore Springs Premium Lager 473 ml 1 BAM Social Responsibility Sign Key Dates 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 merchandise the Check 25 and Second Party Purchase shopping cart signs, alternating between the two pieces. 136 Period 9

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

140 Bonus AIR MILES reward miles this is permanent signage Give Share Enjoy Overview All stores received the following signage components to increase the awareness of the Bonus AIR MILES reward miles program. Components & Re-order# s Component Parking Lot Sign Re-order# BAM-PLS Version English/Bilingual Window Decal English Re-order# DMS-BAM-WD-177 Bilingual Re-order# DMS-BAM-WD Version English/Bilingual Generic Backer Card Re-order# BAM-BC Version English/Bilingual Perpendicular Shelf Talker Re-order# DMS-BAM-ONS Version English/Bilingual 20/per bundle At Store Managers discretion, merchandise the AIR MILES Perpendicular Shelf Talkers throughout the store using Perpendicular Shelf Talker Clips (PSTC201404). Image 138 Period 9

141 Wine Fridge This is a Sold Program and participation is mandatory. Participating products have paid for premium shelf positioning. Stores must bring in participating products for display in the wine fridge. For product and Planoguide questions please call: Bobby Panchu Product Manager European Wines Laura Ruffolo Acting, Product Manager Ontario Wines Marketing & Product Guide 139

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

143 Whisky Shop This is a sold program. Participation is mandatory. Key Dates Start Date: October 8, 2017 Take Down: December 30, 2017 Participating Stores 1, 3, 4, 5, 10, 15, 17, 19, 21, 31, 34, 35, 36, 38, 40, 41, 60, 106, 115, 130, 148, 149, 154, 164, 171, 187, 198, 212, 217, 226, 233, 243, 250, 253, 263, 279, 288, 298, 300, 310, 325, 329, 334, 341, 346, 351, 355, 359, 360, 361, 367, 371, 373, 378, 385, 386, 388, 390, 391, 393, 394, 397, 398, 404, 407, 412, 416, 428, 431, 432, 437, 438, 443, 445, 452, 457, 459, 465, 481, 483, 486, 490, 491, 494, 495, 499, 500, 505, 511, 523, 528, 532, 542, 546, 549, 551, 554, 555, 556, 569, 573, 575, 580, 590, 602, 609, 616, 617, 619, 623, 624 For product and Planoguide questions please call: Peter Cloutier Acting Category Manager, Brown Spirits Mike Hodgson Acting Product Manager, Brown Spirits Marketing & Product Guide 141

144 Whisky Shop Autumn (PT8 PT10) Give Share Enjoy Overview The Whisky Shop Spring Turn runs from October 8, 2017 to December 30, 2017 (Period 8 Period10). For signage questions and general comments, please contact hellolcbo. For product and Planoguide questions please call: Peter Cloutier Acting Category Manager, Brown Spirits Signage & Re-ordering Mike Hodgson Acting Product Manager, Brown Spirits Re-Order# Description Language Pack Size Re-Order From WS001 Whisky Shop Pin-On Letter English 1 Please WS002 Whisky Shop/Rayon Whisky Pin-On Letters Bilingual 1 sam.info@lcbo.com for re-order information WS003 Whisky Shop Vinyl Letters English 1 WS004 Whisky Shop/Rayon Whisky Vinyl Bilingual 1 WS005 Whisky Shop Category Large Signs English/ Bilingual WS006 Whisky Shop Category Small Signs English/French 1 WS007 DMS-WS008 Whisky Shop Category Sign Colour Fill (for English stores with larger than 4 fixtures only) Whisky Shop Distillery Feature Shelf Talkers (3 versions) English/French DMS-WS009 Whisky Shop Generic Shelf Talker English/French CLIP HERE 1 1 Heaven Hill Distillery Started by the five Shapira brothers, Heaven Hill has become America s largest independent family-owned-and-operated distillery. Seeing the end of Prohibition as a time of opportunity, the brothers grew this Kentucky-based company and developed an expansive portfolio of spirits and an impressive lineup of whiskies. These include a range of coveted options from the Evan Williams bourbon line, which has been capped with Whiskey of the Year honours many times over. Add to that a selection of alternatives that deserve closer inspection, including the Pikesville Straight Rye, Elijah Craig Barrel Proof, and Bernheim Original Small Batch Wheat Whiskey. Visit lcbo.com/wsdistillery for the story and to shop the full collection. image subject to change Please Contact hellolcbo image subject to change CLIP HERE Scapa The Orcadian On the windswept, far-flung Orkney Islands, perched atop the Scottish mainland lays the Scapa Distillery with a unique taste and reputation that continues to stretch far beyond its borders. The distillery was launched in 1885, its fortunes ebbed and flowed over time, even to the point of being shuttered from 1994 to But for the past 13 years, Scapa steadily re-established its operation and expanded its reach into the world of Scotch lovers. It remains one of the only remaining manually operated distilleries, which calls for a round-the-clock team of artisans to attend to its two barrel-shaped Lomond wash stills. With their characteristic wide, tall necks, they are the last of their kind. Visit lcbo.com/wsdistillery for the story and to shop the full collection Period 9

145 Ontario Wine Programs Our Wine Country Ontario Superstars Popular Pick Our Wine Country FSI VQA Staff Tasting Program VQA Staff Picks Backer Card Ontario Customer Favourite Shelf Talker 2017 Ontario Wine Awards 2016 National Wine Awards Marketing & Product Guide 143

146 Our Wine Country Ontario Superstars Give Share Enjoy Ontario Wines Superstars This program typically places a spotlight on one (1) red and one (1) white Ontario VQA wine every period. These products are expertly paired with a delicious food recipe to inspire customers to support local. This is a sold space program and participation is mandatory. The Our Wine Country Ontario Superstars Program is updated every promotional Period. Stores must order products required (minimum of three (3) cases per SKU). Key Dates Install: November 5, 2017 Take Down: November 26, 2017 GROUP 1: Cut Case Displays Participating Stores Participating Products LCBO# Product Size Pelee Island Lola Blush VQA 750 ml Inniskillin Late Autumn Riesling VQA 750 ml 1, 3, 5, 6, 8, 11, 12, 13, 14, 15, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 31, 34, 35, 36, 37, 38, 39, 43, 44, 45, 47, 50, 54, 56, 57, 58, 059, 60, 61, 62, 63, 64, 72, 73, 77, 79, 80, 83, 85, 86, 90, 95, 97, 101, 102, 103, 106, 124, 125, 132, 140, 143, 145, 148, 153, 154, 155, 156, 160, 163, 165, 167, 168, 171, 179, 182, 183, 186, 188, 190, 191, 195, 198, 199, 200, 201, 202, 203, 209, 210, 212, 214, 216, 217, 218, 226, 237, 238, 242, 243, 244, 246, 248, 249, 255, 265, 268, 269, 270, 278, 287, 288, 289, 295, 298, 306, 311, 312, 313, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 354, 355, 359, 360, 361, 362, 366, 367, 371, 373, 374, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 393, 394, 397, 398, 400, 406, 408, 415, 416, 419, 426, 427, 428, 429, 431, 432, 434, 438, 446, 450, 452, 456, 458, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 502, 505, 511, 518, 521, 523, 528, 533, 534, 536, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 566, 568, 569, 572, 573, 575, 579, 584, 586, 589, 590, 601, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 637, 638, 642, 643, 698, 700, 702, 703, 771, 776 Merchandising Instructions Use selected product to build a Cut Case display next to the VQA Cube Fixture. Install the pre-printed Cut Case Backer Card onto the Cut Case display. Install the pre-printed Pricer Card into the front of the Cut Case display. Install the pre-printed Shelf Talkers in-section in front of the participating products. Signage and Re-ordering Ontario Wines Superstars Cut Case Display Kit: Cut Case Backer Cards x 2 Pricer Cards x 2 Shelf Talkers x 2 Re-order# 18P9-OW1 Cut Case Display (Example only) 144 Period 9 Shelf Talker Pricer Cards Cut Case Backer #1 Cut Case Backer #2

147 Give Share Enjoy Our Wine Country Ontario Superstars GROUP 2: Shelf Talkers Only Participating Stores 7, 9, 32, 48, 49, 51, 53, 71, 139, 275, 309, 315, 320, 333, 358, 363, 365, 403, 410, 418, 420, 436, 512, 515, 526, 535, 538, 583, 598, 636, 639, 697 Merchandising Instructions Install pre-printed Shelf Talkers in-section in front of the participating products. Re-ordering Ontario Superstars Pre-printed Shelf Talkers Re-order# 18P9-OW3 GROUP 3: VQA Gondola Fixture Participating Stores 4, 10, 17, 33, 40, 41, 49, 55, 65, 74, 82, 84, 84, 93, 115, 130, 144, 149, 156, 164, 187, 196, 207, 211, 221, 227, 228, 229, 233, 234, 250, 252, 253, 263, 276, 279, 286, 300, 310, 351, 391, 392, 401, 404, 407, 411, 412, 417, 437, 443, 444, 445, 449, 453, 474, 481, 483, 485, 486, 490, 497, 509, 516, 522, 523, 526, 532, 532, 551, 554, 556, 563, 564, 571, 580, 587, 593, 602, 609, 624, 627, 633, 640, 641, 644, 649, 651, 652, 653, 655, 658, 661, 677, 694, 695, 699, 706, 741 Merchandising Instructions Stores that have ONE (1) VQA Gondola Fixture are to install the double bottle Backer Card on a single End Aisle display. Stores that have TWO (2) VQA Gondola Fixtures are to install each wine Backer Cards on two (2) separate End Aisle displays. Merchandise each participating product on the top shelf of the VQA gondola fixture along with the corresponding pre printed Shelf Talkers provided. Signage Components and Re-ordering Ontario Superstars (x2): Our Wine Country Ontario Superstars Single/Double Bottle Backer Card (double-sided) Pre-printed Shelf Talkers Re-order# 18P9-OW4 Shelf Talkers (Example only) VQA Gondola Fixture (Example only) Single Bottle Backer Card Single Bottle Backer Card Double Bottle Backer Card Marketing & Product Guide 145

148 Popular Pick this is a sold program. participation is mandatory Give Share Enjoy Overview This is a sold space program and participation is mandatory. Each turn, one International Canadian Blend product is featured, supported by a LTO or BAM offer. Stores must order the featured Popular Pick product (minimum of three cases). Key Dates Install: November 9, 2017 Take Down: November 27, 2017 Participating Products LCBO# Product Size Offer Black Cellar Shiraz Cabernet 1500 ml $2.00 Participating Stores 16, 29, 30, 42, 46, 52, 66, 67, 69, 70, 75, 76, 78, 81, 83, 87, 88, 89, 91, 92, 94, 96, 98, 99, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 126, 127, 128, 129, 131, 133, 134, 136, 137, 138, 141, 142, 146, 147, 151, 152, 157, 158, 159, 161, 162, 166, 169, 170, 172, 173, 174, 176, 178, 180, 181, 184, 189, 193, 194, 197, 204, 205, 208, 213, 219, 220, 222, 223, 224, 225, 230, 231, 232, 235, 236, 239, 240, 241, 245, 247, 251, 254, 256, 257, 258, 259, 260, 261, 262, 264, 266, 267, 270, 271, 272, 273, 274, 276, 277, 280, 281, 282, 283, 284, 285, 290, 291, 292, 293, 294, 296, 297, 299, 301, 302, 303, 304, 305, 307, 308, 314, 316, 317, 318, 319, 322, 323, 327, 328, 330, 331, 332, 335, 336, 337, 338, 339, 347, 348, 349, 350, 352, 355, 364, 368, 369, 370, 372, 375, 377, 379, 380, 395, 399, 405, 409, 413, 414, 421, 422, 423, 430, 433, 435, 439, 440, 441, 442, 447, 448, 449, 451, 454, 455, 460, 462, 463, 464, 466, 468, 471, 472, 473, 474, 475, 476, 478, 479, 480, 482, 484, 487, 488, 489, 492, 493, 496, 504, 506, 507, 510, 514, 516, 517, 519, 520, 524, 527, 529, 530, 531, 541, 543, 547, 548, 550, 557, 558, 560, 561, 562, 565, 567, 570, 574, 576, 577, 578, 581, 582, 588, 591, 594, 595, 596, 597, 599, 603, 604, 606, 607, 610, 612, 613, 615, 622, 626, 631, 700 Merchandising Instructions Build a Cut Case display using the Popular Pick Backer Card next to VQA Cube Fixture, near the front of your store. Signage and Re-ordering Popular Pick: Cut Case Backer Card Re-order# 18P9-OW2 NOTE: Participating stores will also receive two (2) Ontario Superstar Shelf Talkers to be merchandised in-section, in front of corresponding products. Please refer to the Our Wine Country Ontario Superstar section for key dates and participating products. 146 Period 9

149 Give Share Enjoy VQA Staff Pick Backer Card this is permanent signage Key Dates Install Date: Upon Receipt Take Down Date: Until further notice Merchandising Instructions: Please replace the old VQA STAFF PICKS Backer Card with the new Our Wine Country STAFF PICKS Backer Card immediately. Bilingual designated stores must display the bilingual side of the sign facing customer. Be sure to let us know if your store requires an English or Bilingual version. Permanent Signage Staff Picks Backer Card English Participating Stores 7, 33, 41, 49, 51, 55, 65, 68, 82, 130, 144, 177, 207, 211, 221, 227, 229, 233, 234, 250, 263, 276, 278, 341, 351, 364, 384, 391, 404, 420, 425, 437, 443, 453, 457, 477, 485, 500, 509, 526, 537, 550, 551, 554, 556, 571, 580, 587, 602, 609, 627, 633, 640, 644, 645, 646, 649, 652, 653, 654, 655, 657, 661, 667, 694, 695, 699, 706, 741 Components VQA Staff Picks Backer Card Re-order# English: DMS-STBK001 Bilingual: DMS-STBK002 Staff Picks Backer Card Bilingual Marketing & Product Guide 147

150 Our Wine Country Group 1: VQA Cube Fixture this is a sold program. participation is mandatory Give Share Enjoy Our Wine Country VQA Cube Fixture Features four Ontario VQA products. Stores must order the products required (minimum of one case per SKU) Participating Stores 1, 2, 3, 5, 7, 8, 10, 13, 14, 15, 16, 19, 20, 21, 22, 23, 25, 26, 27, 31, 32, 34, 35, 36, 37, 38, 39, 43, 44, 45, 46, 47, 50, 53, 57, 58, 59, 60, 61, 62, 63, 64, 70, 72, 73, 77, 83, 86, 90, 95, 97, 99, 102, 106, 110, 125, 132, 140, 141, 143, 145, 148, 149, 153, 154, 155, 163, 167, 168, 171, 179, 182, 183, 185, 188, 191, 194, 195, 198, 199, 200, 201, 202, 209, 210, 212, 214, 216, 217, 218, 226, 237, 238, 242, 243, 244, 246, 248, 249, 255, 260, 265, 266, 268, 269, 270, 287, 288, 295, 297, 298, 311, 312, 313, 320, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 355, 358, 359, 360, 361, 366, 367, 368, 371, 372, 378, 381, 382, 383, 385, 386, 387, 388, 390, 393, 394, 397, 398, 400, 402, 406, 416, 427, 428, 431, 432, 434, 438, 452, 454, 456, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 505, 511, 518, 521, 528, 533, 534, 536, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 589, 590, 601, 605, 614, 616, 617, 619, 621, 623, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 642, 643, 650, 698, 700, 702, 703, 771, 776 Participating Products LCBO# Product Size Wayne Gretzky Cabernet Merlot VQA 750 ml Henry of Pelham Cuvée Catharine Rosé Brut VQA 750 ml Angels Gate Pinot Gris VQA 750 ml Fielding Fireside Red VQA 750 ml Merchandising Instructions Continue to merchandise the four participating products and pre printed Shelf Talkers on the top shelf of the VQA Cube Fixture. Keep the Our Wine Country Cube Sign installed until further notice. Ensure the new VQA 100% Ontario Side Signs (which were provided in Period 7) have been replaced. Keep the VQA 100% Ontario Category Signs installed on either side of the Cube Sign until further notice. Signage Components Our Wine Country Cube Sign (Permanent Signage) VQA 100% Ontario Cube Side Sign x 2 (Permanent Signage) Re-order# NIVQA067 Our Wine Country pre-printed Shelf Talkers x 4 Re-order# DMS-18P5-OW5 Only stores belonging to this group can order these signs. 148 Period 9 Key Dates Install: November 5, 2017 Take Down: November 26, 2017 Cube Fixture Permanent Signage Only stores listed as participants in the Our Wine Country Cube Fixture will be able to order these signs. They are to be merchandised with the four (4) featured VQA Our Wine Country products. Our Wine Country Cube Sign VQA 100% Ontario Cube Side Sign (NIVQA060) LIGHT & CRISP TRIUS SAUVIGNON BLANC VQA Trius Winery makes fresh and crisp Sauvignon Blanc, with lemon, grapefruit and gooseberry flavours. Enjoy this beauty with grilled shrimp and summer salads. $ (XD 4 g/l) 750 ml Price subject to change without notice. While supplies last. Shelf Talkers (Example only) Take Down: September 10, 2017

151 Give Share Enjoy Our Wine Country Group 2: VQA Gondola Fixture this is a sold program. participation is mandatory VQA Gondola Fixture Participating Stores 4, 6, 17, 33, 41, 49, 55, 65, 68, 74, 82, 93, 130, 139, 144, 156, 164, 175, 177, 192, 196, 207, 211, 221, 227, 228, 229, 233, 234, 250, 263, 276, 278, 279, 286, 310, 351, 373, 391, 404, 411, 420, 425, 437, 443, 444, 449, 453, 457, 474, 477, 481, 483, 485, 486, 500, 509, 516, 526, 537, 538, 539, 550, 551, 554, 556, 563, 564, 571, 580, 587, 593, 602, 609, 618, 627, 633, 640, 644, 645, 646, 649, 652, 653, 654, 655, 656, 657, 661, 665, 667, 677, 694, 695, 699, 706, 741 Participating Products LCBO# Product Size Wayne Gretzky Cabernet Merlot VQA 750 ml Henry of Pelham Cuvée Catharine Rosé Brut VQA 750 ml Angels Gate Pinot Gris VQA 750 ml Fielding Fireside Red VQA 750 ml Merchandising Instructions Keep the Our Wine Country Backer Card installed on the Free Standing Insert Gondola Fixture. Merchandise the four (4) participating products on the top shelf of the VQA Gondola along with the pre printed Shelf Talkers. Signage Components Our Wine Country pre-printed Shelf Talkers x 4 Re-order# DMS-18P5-OW5 Our Wine Country Backer Card (Permanent Signage) Re-order# NIVQA066 Only stores belonging to this group can order these signs. Our Wine Country FSI VQA Gondola Fixture Permanent Signage Our Wine Country FSI Backer Card Marketing & Product Guide 149

152 VQA Staff Tasting Program Give Share Enjoy Overview This initiative provides all store staff the opportunity to taste and endorse Ontario wines, helping us in our commitment to promoting the Ontario Wine Industry. For specific VQA TASTING SETUP instructions please see the following page. Participating Stores All Stores Participating Products Theme/Varietal: Premium VQA Key Dates LCBO# Product Format (ml) Coyote s Run Pinot Noir VQA Henry Of Pelham Baco Noir Old Vines VQA Sandbanks Sleeping Giant VQA Sandbanks Baco Noir Reserve VQA The Grange Prince Of Edward Almanac White VQA Cave Spring Cabernet Franc Grange Of Prince Edward Gamay Noir VQA Mike Weir Cabernet Merlot VQA Cave Spring Cabernet/Merlot VQA Hidden Bench Estate Pinot Noir 750 NOTE: Select only two (2) products from the list for tasting Merchandising Instructions: Install Date: Upon tasting selections made Take Down Date: November 26, 2017 Install your TWO (2) handwritten, My Ontario Pick Shelf Talkers in front of the endorsed product, on shelf the current promotional period only. This is a monthly program, Shelf Talkers must be taken down and replaced each Period. Components My Ontario Pick Shelf Talkers (English & French) English Version Re-order# DMS-MYPICK-01 French Version Re-order# DMS-MYPICK-011 Perpendicular Shelf Talker Clip Re-order# PSTC201404(10 clips/pkg) 150 Period 9

153 Give Share Enjoy VQA Staff Tasting Program Overview Every month, in conjunction with the Wine Council of Ontario, store staff are now going to have more opportunity to taste great VQA wines to share with. This enhances the program to give staff the confidence to endorse our great Ontario Wines. How it Works 1. At the beginning of the Promo Period a list of products will be loaded into the stores Location Map under a new Node VT (VQA Tasting). Note: The minimum for all SKU s is initially set at 0 units for the promotion. 2. The WOW Leader, Product Consultant or designated staff member will select up to two of the suggested wines downloaded to the VQA Tasting node and arrange for a staff tasting. 3. Once the two selections have been made for endorsement staff are required to follow two steps. I. Delete all SKU s not being used for the promotion from the Location Map. II. IST the product at POS on the cash register. 4. To Delete the remaining SKU s from the node, open the VT level name on the Location Map, highlight the SKU and click <DELETE>. Select <Yes> when the confirmation pop-up appears. Repeat this step for all SKU s not being promoted for the Period. Note: This is an important step to follow for tracking any uplift in sales that may occur for the selected SKU s as result of the promotion. 5. To reconcile the product being used for the VQA Tasting, create an IST using the <Tasting Update> key on the register (new Option #7). 6. The Cash Register steps are documented in POS Note: Because the default Location Min. is applied as 0 units, be sure to monitor your selected promotional SKU s for any uplift in sales that may occur. In order to provide consistency in the data submitted we require that all stores use the same T number, when processing VQA tastings. If you have any questions please contact POS Services and Support. Marketing & Product Guide 151

154 Ontario Customer Favourite Shelf Talker this is permanent signage Give Share Enjoy Overview Research has identified that customers are influenced by recommendations, specifically from others who drink wine. The Ontario Customer Favourite Shelf Talker has been introduced to help them make a confident purchase in VQA Ontario wines. Based sales data from last fiscal, the following products have been identified as the 2016 Ontario VQA Customer Favourites. These are NEW PERMANENT in-store Shelf Talkers. These were shipped out during Period 3 to all stores, to be merchandised until further notice. Please recycle any previous versions before merchandising the new shelf talkers. Participating Products LCBO# Product Size Wayne Gretzky Cabernet Merlot VQA 750 ml Sandbanks Estate Baco Noir VQA 750 ml Open Riesling-Gewürztraminer VQA 750 ml Pelee Island Lighthouse Riesling VQA 750 ml Megalomaniac Homegrown Riesling VQA 750 ml Inniskillin Late Autumn Riesling VQA 750 ml Cave Spring Riesling VQA 750 ml Henry of Pelham Baco Noir VQA 750 ml Open Smooth Red VQA 750 ml Pelee Island Baco Noir VQA 750 ml Peller Estates Family Series Chardonnay VQA 750 ml Merchandising Instructions Please install the perpendicular Ontario Customer Favourite Shelf Talker in front of the featured products using the appropriate plastic clip. Component 3 x 3 Perpendicular Shelf Talker (English or Bilingual based on store) English Re-order# DMS-18OP-OCF1 Bilingual Re-order# DMS-18OP-OCF2 Perpendicular Shelf Clips (PSTC201404) (10 clips/pkg) CUSTOMER FAVOURITE GRAND FAVORI CUSTOMER FAVOURITE Wayne Gretzky Cabernet Merlot VQA ml Wayne Gretzky Cabernet Merlot VQA Cabernet/Merlot VQA Wayne Gretzky ml Period 9

155 Give Share Enjoy 2017 Ontario Wine Awards no changes from last period 2017 Ontario Wine Awards The following Ontario wines have recently been recognized by the 2017 Ontario Wine Awards. The Shelf Talkers are to support the 2017 Ontario Wine Award winners for both LCBO and Vintages products. Please highlight these wines in stores with shelf talkers. Participating Products LCBO# Product Size Rockway 9 White Spritz VQA 750 ml Sandbanks Pinot Grigio VQA 750 ml Kacaba Vineyards Unoaked Chardonnay VQA 750 ml Vintages Products Tawse Quarry Road Riesling 750 ml Malivoire Ladybug Rosé 750 ml Merchandising Instructions Please install the 2017 Ontario Wine Awards Shelf Talkers in front of corresponding products using the appropriate plastic clip. Components 3 x 3 Perpendicular LCBO Product Shelf Talkers (English or Bilingual based on store) (set of 9) 3 x 3 Perpendicular Vintages Products Shelf Talkers (English or Bilingual based on store) (2 versions) Perpendicular Shelf Talker Clips Re-order# PSTC (10 clips/pkg) Marketing & Product Guide 153

156 National Wine Awards 2016 Give Share Enjoy Overview The following Ontario wines have recently been recognized by the 2016 National Wine Awards. The Shelf Talkers are to support the 2016 National Wine Award winners for both LCBO and Vintages products. Please highlight these wines in stores with the provided perpendicular shelf talkers. Participating Products LCBO# Product Size LCBO Wines Château des Charmes Gamay Noir 2014 VQA 750 ml Château des Charmes 2015 Sauvignon Blanc VQA 750 ml Kacaba Unoaked Chardonnay 2015 VQA 750 ml Vintages Essentials Henry of Pelham Riesling Icewine 2014 VQA 375 ml Merchandising Instructions Please install the 2016 National Wine Awards Shelf Talkers in front of corresponding products using the appropriate plastic clip. Components 3 x 3 Perpendicular LCBO Product Shelf Talkers (English or Bilingual based on store) (set of 9) 3 x 3 Perpendicular Vintages Products Shelf Talkers (English or Bilingual based on store) (2 versions) Perpendicular Shelf Talker Clips Re-order# PSTC (10 clips/pkg) 154 Period 9

157 Beer Programs Ontario Craft Beer End Aisle Craft Beer Program Marketing & Product Guide 155

158 Ontario Craft Beer End Aisle Give Share Enjoy Key Dates Install: November 5, 2017 Take Down: November 26, 2017 Participating Stores 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 528, 549, 556, 579, 619, 623, 624, 630, 702 Participating Products LCBO# Description Format (ml) Beau's Bottle IMP Steam Whistle Pilsner 6x Oxtongue India Pale Ale 473 NOTE: FLS designated stores must display Bilingual version of the product Shelf Talkers. Components Pre-Printed Shelf Talkers (English & Bilingual) Re-order# DMS-P618-OCB1 End Aisle Backer Card Re-order# OCBEA01 OCB End Aisle Backer Card Re-order# OCBEA Period 9

159 Give Share Enjoy Craft Beer Program Key Dates Install: November 5, 2017 Take Down: November 26, 2017 Participating Stores 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 41, 57, 60, 95, 101, 102, 115, 130, 132, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 233, 243, 252, 253, 255, 288, 295, 298, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 401, 404, 407, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 459, 481, 483, 486, 491, 494, 495, 499, 500, 501, 505, 511, 522, 528, 532, 534, 542, 546, 549, 556, 568, 573, 575, 579, 586, 590, 602, 616, 614, 619, 623, 624, 630, 677, 771, 776 Components Pre-Printed Shelf Talkers (English & Bilingual) Re-order# DMS-P1317-OCB-098 Participating Products Item# Product Name Format (ml) Triple Karmeliet Strong Belgian Ale LA MACKROKEN SCOTCH HONEY ALE St Feuillien Cuvee de Noel Xtra Strong Belgia Samichlaus Komes Baltic Porter Abbaye Des Rocs Yeti Imperial Stout Straffe Hendrik Quadruple Val-Dieu Grand Cru Driftwood Brewery Blackstone Porter Rodenbach Vintage Deus Brut des Flanders Samuel Smiths Organic Chocolate Stout Bourbon Barrel Quad Oskar Blues 10 Fidy ML St. Ambroise Russian Imperial Stout Cuvee du Chateau 330 NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers. Marketing & Product Guide 157

160 Give Share Enjoy 158 Period 9Trade Copy Only

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

162 Local Fridge Program this is permanent signage Give Share Enjoy Store Brewery Distance CSPC Core Skus 4 Brickworks Ciderhouse Contact Brewery Brickworks Batch:1904 Cider Queen Street Left Field Brewery 1.5 km Eephus Oatmeal Stout 6 Duggan's Brewing 100 m Duggan's #5 Sorachi Lager 6 Pk-B Duggan's #9 IPA 7 Old Tomorrow Contact Brewery Old Tomorrow Canadian Pale Ale Old Tomorrow Track 85 Lagered Ale 14 Kensington Brewing Company Contact Brewery Augusta Ale Fisheye Pale Ale Mill St 100th Meridian Single Can Tankhouse Ale Mill Street 100th Meridian Organic Mill Street Cobblestone Stout 17 Mill Street Brewery 500 m Mill Street Original Organic Lager Mill Street Original Organic Lager 6 Pk-B Mill Street Tankhouse Ale 6 Pk-B Mill Street Stock Ale 6 Pk-B Mill Street West Coast Style IPA 18 Liberty Village Brewing Company Contact Brewery Pale Ale 19 Junction Craft Brewing 1 km Brakeman Session Ale Conductor's Craft Ale 20 Sweetgrass Brewing Company Contact Brewery Sweetgrass Golden Ale Cause & Effect 23 Nickel Brook Beers 4 km Naughty Neighbour American Pale Ale Nickel Brook Headstock IPA Nickel Brook Gluten Free Side Launch Dark Lager 31 Side Launch Brewing Company 2.5 km Side Launch Pale Ale Side Launch Wheat Beer 35 Smithhavens 1 km Smithavens Kellerbier 41 Bicycle Craft Brewery 1 km Velocipede 44 Bell City Brewing 5 km Lenoir Belgian Ale Bell City Eureka Cream Ale 45 The Publican House 5 km Square Nail Pale Ale Pub House Ale 46 Refined Fool Brewing Company 500 m Pouch Envy Australian Pale Ale 51 Royal City Brewing Company 2 km Royal City Brewing Smoked Honey Ale Genius Of Suburbia The Chocolate Manifesto 59 Flying Monkeys Craft Brewery 500 m Antigravity Light Lager (W) Smashbomb Atomic IPA Flying Monkeys Hoptical Illusion (W) 60 Stratford Brewing Company 200 m Stratford Pilsner 6 Pk-B Railway City - Black Coal Stout 62 Railway City Brewing Co. 1 km Dead Elephant Ale Iron Spike Blonde Ale 68 Lake of the Woods Brewery 500 m Sultana Gold Ale 71 Gananoque Brewing Company LTD 500 m Naughty Otter Lager Beau's The Tom Green Beer 83 Beau's All Natural Brewing Co. 12 km B-Side Kissmeyer Nordic Pale Ale Lugtread Lagered Ale 4 Pk-B Waupoos Premium Cider 4 Pk-B (W) 84 County Cider Company 15 km County Cider (P.E.T) (W) County Pear Cider 93 Brimstone Brewing Company 10 km Enlightenment Blonde Ale 95 Grand River Brewing 2 km Tailgate Pugnacious Pale Ale 97 Mackinnon Brewing CO 15 km Crosscut Canadian Ale Man English Pale Ale 101 Puddicombe Cider Company 6 km Sir Isaac's Premium Pear Cider 102 Sawdust City Brewing Company 2 km Sawdust City Golden Beach Pale Ale Sawdust City Lone Pine IPA 124 Sunnybrook Farm Winery 4 km Ironwood Hard Cider Muskoka Detour Muskoka Detour Muskoka Cream Ale 130 Muskoka Brewery 5 km Twice As Mad Tom Mad Tom IPA Muskoka Mad Tom IPA Muskoka Craft Lager Muskoka Cream Ale 160 Period 9

163 Give Share Enjoy Local Fridge Program this is permanent signage Store Brewery Distance CSPC Core Skus Trafalgar Ginger Mead 148 Trafalgar Brewing Company 2 km Trafalgar Mead Braggot Trafalgar Irish Ale Trafalgar Esb Highlander Brew Lion Grass 159 Highlander Brew Co. 1.5 km Highlander Blacksmith Smoked Porter Highlander Scottish Ale Fire In The Rye 163 Double Trouble Brewing Contact Brewery Prison Break Pilsner Double Trouble - Hops & Robbers IPA Big Wheel Deluxe Amber Cruiser All Day Pale Ale Amsterdam Boneshaker (416) Local Lager 164 Amsterdam Brewing Company 500 m Amsterdam Boneshaker Ipa 6 Pk-B Amsterdam Natural Blonde 6 Pk-B Amsterdam Natural Blonde Klb Raspberry Wheat Ale Amsterdam Downtown Brown Ale Cruiser All Day Pale Ale Church Key Holy Smoke Scotch Ale 178 Church Key Brewing Company 8 km Church-Key West Coast Pale Ale 6 Pk-B Northumberland Ale 6 Pk-B Old Credit Amber Ale 182 Old Credit Brewing Co. 1.5 km Old Credit Pale Pilsner Old Credit Holiday Honey 200 Forked River Brewing 1 km Forked River Capital Blonde Ale Forked River Riptide Pale Ale+ 212 Big Rig Brewery 6 km Big Rig Black IPA Big Rig Gold 214 Great Lakes Brewery 2 km Great Lakes Pompous Ass Great Lakes Canuck Pale Ale 233 The Hamilton Brewery Contact Brewery Blue Collar Pale Ale 244 The Collingwood Brewery 9 km Downhill Pale Ale The Collingwood Brewery Fireside Esb 260 MacLean's Ales 1 km Maclean's Pale Ale 265 King Brewery/Barn Door 7km Thornbury Pickup Truck Pilsner Thornbury Jubilee Amber Lager Creemore Springs Premium Lager 6 Pk-B Creemore Springs Lot 9 Pilsner 267 Creemore Springs Brewery Limited 200 m Mad & Noisy, Hops & Bolts India Pale Lager Granville Island English Bay Pale Ale 6445 Creemore Springs Premium Lager Legends Of The Bay Hockley Amber 298 Hockley Valley Brewing Company 2 km Hockley Classic Georgian Bay Dipper Hockley Dark 300 Kilannan Brewing Co. 300 m Kilannan Kolsch Kilannan Alt Kichesippi Heller Highwater 324 Kichesippi Beer Company, Inc. 1.5 km Kichesippi Pk-B Kichesippi Kichesippi Natural Blonde 6 Pk-B Stonehammer Light-Can 325 StoneHammer 6 km Stonehammer Pilsner-Can Stonehammer Dark Ale Can Hop City Hopbot IPA 329 Hop City Brewing 1 km Hop City Barking Squirrel Lager Hop City Pilsner 331 Coffin Ridge Boutique Winery 15 m Forbidden Artisanal Cider 340 Arch Contact Brewery Dinner Jacket O'Red IPA 346 Black Creek Historic Brewery 3.2 km Rifleman's Ration Black Creek Pale Ale 378 All or Nothing Brewhouse 2.5 km All or Nothing Hopfenweisse 388 Whiprsnapr Brewing Co. 200 m Root of Evil Impact Altbier 407 Stack Brewing Company 3.5 km La Cloche Belgian Blonde Saturday Night 412 Broadhead Brewery Company 1.5 km Broadhead Dark Horse Stout Broadhead Grindstone Amber Ale 417 Block Three Brewing Company Ltd. 5 km King Street Saison Marketing & Product Guide 161

164 Local Fridge Program this is permanent signage Give Share Enjoy Store Brewery Distance CSPC Core Skus 418 Spirit Tree Cidery 10 km Spirit Tree Draught Cider Black Oak Nut Brown Ale 426 Black Oak Brewing Co. 1.5 km Black Oak Pale Ale Black Oak 10 Bitter Years 441 Cassel Brewing Company 1 km Golden Rail Honey Brown Ale 442 Whitewater Brewing Company 15 km Class V IPA Cameron's Cream Ale Cameron's Auburn Ale 445 Cameron's Brewing 4 km Cameron's Rye Pale Ale 6-B Cameron's Rye Pale Ale (RPA) Cameron's Lager Loyalist Lager 449 Barley Days Brewery 4 km Wind & Sail Dark Ale Harvest Gold Pale Ale 6 Pk- B 457 Granite Brewery 1 km Peculiar Strong Ale 467 Stonechurch Vineyard And Winery 6 km Shiny Apple Cider 477 Southern Cliff Brands/Pommies Cider 7 km Pommies Farmhouse Cider Pommies Dry Cider 4 Pk-B 490 Walkerville Brewery 6 km Honest Lager Walkerville Brewery Easy Stout Wellington Imperial Russian Stout Arkell Best Bitter 495 Wellington Brewery 7 km Wellington Special Pale Ale Kickin' Back Dry-Hopped Session Ale Wellington County Dark Lake Of Bays 10 Point IPA Lake Of Bays Spark House 516 Lake of Bays Brewing Company 500 m Lake Of Bays & Nhl Alumni Top Shelf Classic Lager Lake Of Bays Crosswind Pale Ale Lake Of Bays Rock Cut Lager 532 Hogtown Brewers Contact Brewery Hogsback Ontario Pale Ale Hogsback Vintage Lager 534 Longslice Brewery Inc. Contact Brewery Hopsta La Vista 537 Thornbury Cidery 1 km Thornbury Premium Apple Cider Thornbury Apple Cider 6 Pk-B Waterloo Dark 544 Brick Brewing/Waterloo 2.5 km Waterloo Grapefruit Radler Waterloo IPA Waterloo Pilsner 556 Hogsback Brewing Company Contact Brewery Hogsback Vintage Lager Hogtown Ale Collective Arts Ransack The Universe IPA 571 Collective Arts Brewing 2 km Collective Arts State Of Mind Session IPA 6Pk-Btl Collective Arts Rhyme & Reason Pale Ale 6 Pk-Btl 602 Sleeping Giant Brewing Company 5 km Sleeping Giant 360 Ale Northern Logger Neustadt 456 Marzen Lager 621 Neustadt Springs Brewery 10 km Neustadt 10w30 Brown Ale Neustadt Scottish Pale Ale Spearhead Sam Roberts Band Session Ale 631 Spearhead Brewing Company Contact Brewery Spearhead Moroccan Brown Ale Spearhead Hawaiian Style Pale Ale 6 Pk-B Buzz Hemp Beer Cool Mini Keg 633 Cool Beer Brewing Company 1 km Stonewall Light Buzz Hemp Lager 4 Pk-B Cool Lager 4 Pk-B 645 Beyond The Pale Brewing Company 1 km Pink Fuzz Steam Whistle Premium Pilsner 6 Pk-B 677 Steam Whistle Brewing 500 m Steam Whistle Premium Pilsner 6 Pk-C Steam Whistle Premium Pilsner 697 Triple Bogey Brewing Contact Brewery Triple Bogey Lager 702 Descendants Beer & Beverage Company LTD 12 km Harbinger Pale Ale 776 County Durham Brewing Company 2.5 km County Durham Signature Ale (W) 162 Period 9

165 Vintages Vintages BAM & LTO Signage Vintages Ontario Superstars Marketing & Product Guide 163

166 Vintages BAM & LTO Signage Give Share Enjoy BAM & LTO Signage The Vintages BAM & LTO signage will arrive in the mailbag the week before the promotional period starts. This is a mandatory supplier program. All In-channel Shelf Talkers for the participating products should be installed at the start of the period. If you do not receive your kit, please call hellolcbo to request one. Key Dates BAM Key Dates Install: November 5, 2017 Take Down: November 25, 2017 Participating Stores LTO Key Dates Install: November 6, 2017 Take Down: November 26, , 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 29, 30, 31, 33, 34, 35, 36, 38, 40, 41, 42, 44, 45, 49, 51, 54, 55, 57, 58, 60, 62, 63, 64, 65, 68, 70, 71, 72, 73, 74, 77, 78, 79, 82, 83, 84, 93, 95, 97, 99, 101, 102, 106, 112, 115, 124, 125, 127, 130, 132, 139, 140, 143, 144, 145, 148, 149, 153, 154, 156, 163, 164, 165, 166, 167, 168, 171, 175, 178, 179, 182, 187, 188, 191, 195, 196, 197, 198, 199, 200, 201, 202, 203, 207, 208, 209, 210, 211, 212, 214, 217, 218, 219, 221, 222, 225, 226, 227, 228, 229, 232, 233, 234, 237, 238, 241, 242, 243, 244, 247, 248, 249, 250, 251, 252, 253, 255, 260, 261, 263, 265, 267, 268, 269, 270, 277, 278, 279, 286, 287, 288, 295, 298, 300, 306, 310, 311, 312, 313, 314, 318, 321, 324, 325, 326, 329, 333, 334, 335, 340, 341, 343, 344, 345, 346, 351, 353, 355, 358, 359, 360, 361, 365, 366, 367, 368, 371, 373, 378, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 403, 404, 407, 411, 412, 415, 416, 417, 419, 420, 425, 426, 427, 428, 430, 431, 432, 434, 436, 437, 438, 443, 444, 445, 446, 447, 449, 452, 453, 454, 456, 457, 459, 461, 465, 467, 468, 469, 470, 474, 477, 481, 482, 483, 485, 486, 490, 491, 494, 495, 496, 497, 499, 500, 501, 505, 509, 511, 512, 515, 516, 517, 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, 537, 538, 539, 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 554, 555, 556, 559, 561, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 581, 584, 585, 586, 587, 589, 590, 593, 598, 599, 600, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 644, 646, 649, 650, 651, 653, 654, 655, 656, 657, 658, 660, 661, 665, 667, 671, 677, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 771, 776 Components Please Note: All BAM and LTO pre printed signage has been permanently changed to an In-channel Shelf Talker. The new BAM/LTO In-channel Shelf Talker (4 w. x 2 h.) should be installed over top of the product s bin tag. LTO Shelf Talker - Example Only BAM Shelf Talker - Example Only 164 Period 9

167 Give Share Enjoy Vintages BAM & LTO Signage You may continue to use the current BAM/LTO Shelf Talker generic template to reprint any damaged signage. Participating Products LCBO# Description Size Was* Now* Offer Baron Herzog Chardonnay Kpm 750 $ BAM Extra Zytnia Vodka 750 $ BAM Bollini Pinot Grigio 750 $17.95 $16.95 $1.00 LTO Descendientes De J. Palacios Pétalos 750 $24.95 $22.95 $2.00 LTO Finca Villacreces Pruno 750 $21.95 $20.95 $1.00 LTO Foss Marai Extra Dry 750 $19.95 $17.95 $2.00 LTO G. Marquis The Silver Line Chardonnay 750 $17.95 $15.95 $2.00 LTO Hidden Bench Estate Pinot Noir 750 $31.95 $29.95 $2.00 LTO J.m. Sohler Heissenberg Riesling 750 $15.75 $13.75 $2.00 LTO Jackson-Triggs Reserve Vidal Icewine 375 $39.95 $34.95 $5.00 LTO Kendall-Jackson Vintner's Reserve Chardonnay 750 $19.95 $17.95 $2.00 LTO Liberty School Cabernet Sauvignon 750 $21.95 $19.95 $2.00 LTO Louis M. Martini Napa Valley Cabernet Sauvignon 750 $33.95 $28.95 $5.00 LTO Mazzei Belguardo Serrata 750 $19.95 $18.95 $1.00 LTO Meiomi Pinot Noir 750 $27.95 $24.95 $3.00 LTO Michael David 7 Deadly Zins Old Vine Zinfandel 750 $25.95 $22.95 $3.00 LTO Monasterio De Las Viñas Gran Reserva 750 $17.95 $16.95 $1.00 LTO Monte Antico 750 $15.95 $14.45 $1.50 LTO Monte Zovo Sa' Solin Ripasso Valpolicella 750 $18.95 $16.95 $2.00 LTO Santa Carolina Reserva De Familia Cabernet Sauvignon 750 $19.95 $16.95 $3.00 LTO Small Gully The Formula Robert's Shiraz 750 $20.95 $17.95 $3.00 LTO Sonoma-Cutrer Russian River Ranches Chardonnay 750 $27.95 $24.95 $3.00 LTO Taylor Fladgate 20-Year-Old Tawny Port 750 $69.95 $62.95 $7.00 LTO *Prices subject to change Marketing & Product Guide 165

168 Vintages Ontario Superstars Give Share Enjoy Vintages Ontario Superstars The VINTAGES Superstars program promotes great local products while pairing them with delicious recipes. Each period there will be three Ontario Superstars: two LCBO wines and one VINTAGES Essential. This is a mandatory program.. Participating Stores In-store signage Kit 1 (Shelf Talkers only) vintages.com 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 44, 60, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 97, 99, 102, 124, 144, 145, 154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 207, 209, 211, 214, 218, 223, 233, 237, 244, 248, 260, 265, 268, 269, 278, 296, 311, 324, 340, 353, 354, 359, 372, 373, 381, 386, 391, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 499, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 602, 637 Kit 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 33, 36, 38, 40, 41, 55, 57, 58, 74, 93, 95, 106, 130, 132, 143, 148, 149, 156, 164, 171, 179, 187, 195, 198, 200, 210, 212, 217, 221, 223, 226, 243, 249, 255, 263, 279, 287, 288, 298, 325, 326, 329, 333, 334, 344, 346, 249, 351, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394, 397, 398, 416, 436, 437, 438, 445, 457, 459, 465, 470, 481, 486, 491, 494, 495, 505, 511, 512, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 629, 630, 631, 632, 634, 635, 645, 661, 677, 698, 699, 700, 702, 703, 706, 771, 776 Kit 3 (Our Wine Country Stores) 115, 252, 253, 300, 392, 401, 407, 412, 417, 490, 497, 522, 523, 532, 624, 641, 658 Participating Product LCBO# Product Description Size Price Offer (LTO) Hidden Bench Estate Pinot Noir VQA 750 ml $31.95 $2.00 Components and Merchandising Instructions Basket Sign Insert Merchandise the participating product in a basket next to/near the LCBO Ontario VQA wines section. Insert the basket sign insert into the Large Metal Sign Holder. Central Supply # Display the fully merchandised basket in the LCBO Ontario VQA wines section next to the VQA fixture. 166 Period 9 Pre-printed Shelf Talker Install the pre-printed Shelf Talker in front of the featured product, in its on-shelf position within the Vintages section, using a Miracle Stick. Central Supply # Key Dates Install: November 5, 2017 Take Down: November 25, 2017 Promotional Support Available Chilled Hot Button Signs should be used on shelf to indicate that the Superstar product is also available in the fridge. Superstar Shelf Talkers should be placed in the fridge to highlight the Superstar products there. Re-order# DMS-OP16-HBW-351

169 Enhanced Trade Tastings Program Key Dates Start Date: November 5, 2017 End Date: November 26, 2017 This is a sold program. Participation is mandatory. Marketing & Product Guide 167

170 Enhanced Trade Tastings Program Give Share Enjoy Overview During Period 9, the spirits suppliers listed below will be conducting Enhanced Trade Tastings in selected stores. Please note that these Tasting programs are paid by the supplier and your participation is mandatory. Option 1 Tastings Cabot Trail Postcard Stores Date Time Tasting Number 1 10 Nov PM Nov PM Nov :30AM-3:30PM Nov :30AM-3:30PM Nov PM Participating Products LCBO# Cabot Trail Agent: Corby Spirit & Wine Limited Signage Components Image Signage Components Image Portable Tasting Bar Insert Customer Takeaway Wicker Baskets (Note: Please provide two (2) baskets for product display.) Counter Sign Easel-back 8.5 x 11 signage Themed Attire Components: ONLY LCBO approved supplier-produced items shown below are permitted. Signage is approved for display only during the tasting. Table Props Bottles of maple syrup Small artificial trees to create a Canadiana look and feel 168 Period 9

171 Participating Stores Column Heading Store # Banner Inserts Food & Drink Table Sold End Aisles End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Cards Power Aisle Banners Perimeter Banners FLS Key H= Deal of the Week (formerly Hero display) T= Thematic Banner Insert Y if store participates in program Number of sold End Aisles and (P)remium or (S)tandard Flight # of signs shipped Number of Regular and Community Extenders in Store (see Sold Space Program Extender Section for a number of participating extender location.) # of Extenders # of Extenders # of Extenders # of Extenders # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped FF = LCBO stores located in FLS designated areas FF = LCBO FLS designated stores SEE back/inside cover for definitions Marketing & Product Guide 169

172 Participating Stores Give Share Enjoy Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 1 H 20S 45 Y F F 3 8P F 4 10P F 5 H 5P F 6 8S F FF 8 T 5S F 9 T F 10 H 20P 40 Y FF 11 H 5S F 12 T 5P F F 14 8S F 15 H 15P 25 Y F 16 0 F 17 H 10S 30 Y F 18 H F 19 H 15S FF 20 H 8S F 21 H 20P 40 Y H 20S 40 Y H 15S 30 Y FF 24 8S FF 25 8P H 10P F 27 H 15S F 28 T T H 15P 30 Y F 33 H 10S H 15S F 35 H 10P H 15S FF 38 H 20P 30 Y FF H 20P FF 41 H 10S 20 Y FF 42 T H H 10S 25 Y S FF Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 50 H 10S FF 51 H 10S FF F 55 H 10S 20 Y FF 56 T H 15S 25 Y S FF H 15S H 10S F 64 H 10S H 10S 25 Y T FF FF 68 10S S T S H 8S H 10S 20 Y T FF FF 77 T FF FF 79 H 8S H 10S T FF 82 H 10S 20 Y FF 84 T H 10S H 8S T T FF 90 H 10S T FF 92 T F 93 10S T H 10S T S Perimeter Banner Language (FLS) 170 Period 9

173 Give Share Enjoy Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 98 T FF FF 101 H 10S H 10S T FF 104 T F H 15S T T FF 109 T T FF 113 T H 20P 40 Y T T FF 118 T FF FF 122 T FF 123 T FF H 10S FF FF F 128 T F FF 130 H 15S 25 Y H 10S FF 135 T T H H 10P FF P F S S Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner H 15P 45 Y H 20P 30 Y F FF 152 H 10S S H 15S F 155 8S H 20P T T T T T FF 163 H 8S F 164 H 15P FF 165 H 3S F 166 T H 10S F 168 H 10P T T H 20S 25 Y F FF 174 T H 8S T H 15P FF H 15P F F 184 T FF 186 T 8S F 187 H 20S 40 Y H 10S FF 190 H 10S F 191 H 15S 30 Y F FF 194 T H 20S 40 Y F 196 H 3S T Perimeter Banner Language (FLS) Marketing & Product Guide 171

174 Participating Stores Give Share Enjoy Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 198 H 15S 25 Y F H 20S F 201 H 15S FF 205 T H 8S F 208 T H 15S S H 10S 20 Y FF 212 H 15P F 213 T S FF 216 H 8S H 20P 30 Y FF 218 H 10S F 219 T T FF 221 H 10S 20 Y T T T T FF 226 H 20S 30 Y H 10S 20 Y H 15S 25 Y F S T T H 15S 30 Y F S F T FF S T FF 242 H 15S F 243 H 20P FF 244 H 15S FF 246 T T Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 248 H 15P H 10S 20 Y F 250 H 15S 25 Y H 20S 30 Y H 20P 30 Y FF 254 T H 10S F F T T F 263 H 20S 40 Y T H 15S T T H 20S 25 Y F FF 273 T T T H 8S FF 279 H 15S 25 Y F F 281 T T T H 15S FF 288 H 20P 30 Y T T FF T T P F Perimeter Banner Language (FLS) 172 Period 9

175 Give Share Enjoy Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 296 T T H 20P 30 Y T H 15S 30 Y T F 304 T T FF F Y F 311 H 10P S F T T T F 321 H 8S F FF 323 T H 6P F 325 H 15S H 15S 30 Y T FF 328 T H 20P 45 Y F 330 T FF 333 F 334 H 20S F 335 T FF H 10S F 343 5S H 15S 30 Y Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner H 20P 45 Y FF H 15S 30 Y T H 8P H 20P 30 Y F H 20S 40 Y FF 360 H 10P F 361 H 15S 25 Y H 20S F F 364 T H 10S F 367 H 20P 40 Y FF F 369 T FF 371 H 10S F 372 T H 15S 20 Y T FF H 20S 45 Y T T H 15S 30 Y H 15S H 15S 25 Y S FF 385 H 20S FF 386 H 15S 30 Y H 15S FF 388 H 10P F 389 H 15S F 390 H 15P 25 Y H 15S 25 Y H 10S 25 Y H 20P FF 394 H 20P 40 Y FF Perimeter Banner Language (FLS) Marketing & Product Guide 173

176 Participating Stores Give Share Enjoy Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner FF 397 H 15S 30 Y H 15S 40 Y F S FF 401 H 20S 30 Y H 10S H 10S FF FF 407 H 20P 30 Y F S F H 10S 16 Y 40 5 F 412 H 15P 25 Y F T H F 416 H 20S 25 Y F 417 H 15P T T S F F FF FF 425 H 15S F 426 H 8S F 427 H 15S 30 Y H 20S 40 Y F H 15S FF 432 H 20S H 15S FF F 437 H 10S 25 Y H 20S 30 Y F T FF H 15P 30 Y FF Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 444 H 15S F 445 H 15S T T T H 15P FF P T S H 8P 20 Y F 458 H 8S F 459 H 20S 30 Y T T FF H 15S FF 467 H 10S T H 15S 30 Y FF T S H 15P 20 Y F F 485 H Y F P F FF H 10S 20 Y F 491 H 15S 30 Y Perimeter Banner Language (FLS) 174 Period 9

177 Give Share Enjoy Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 492 T F H 15P F 495 H 15S T H 15S 30 Y H 20P F 500 H 10S 25 Y F 501 H 15S T H 20P F FF 507 T FF 509 T 8S H 15S 25 Y F F FF T H 10S F F 520 T H 10P FF P 25 Y H 20P 45 Y T FF FF 527 T H 15P 30 Y 40 6 F 529 T T T F 532 8P FF S F 534 H 10S 25 Y F H 15P 25 Y FF 539 T F 540 H 15S FF Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 542 H 20P 30 Y F 543 T H 10S H 15S 40 Y H 15S F 547 F H 20S H 10S 20 Y S FF 553 H 15P F 554 H 20S 30 Y H 8S F 556 H 15P F H 10S T T T H 10S H 10S F FF 566 H 20P 30 Y H 8P FF 569 H 15S 30 Y F F 572 H 8S F 573 H 10P 25 Y FF 575 H 15S 25 Y F 576 T FF FF 578 T FF 579 H 10S H 15S 30 Y T T H 15S 15 Y F S H 10S 25 Y FF FF 590 H 20P Perimeter Banner Language (FLS) Marketing & Product Guide 175

178 Participating Stores Give Share Enjoy Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner H 10S F 594 T T T F 598 FF 599 T H 15S F 602 H 20S FF 605 H 15S 30 Y H 15S 25 Y T F H 10S H 15S H 8 20 Y H 20S 40 Y F H 20P 25 Y H 20P 45 Y FF FF 627 H 15S 30 Y F 629 H 15S H 20P 45 Y H 20S 40 Y F 632 H 20S 50 Y H 10S 20 Y F 634 H 15S 30 Y S F F S FF F 640 H 10S 25 Y FF 641 H 20S 40 Y F 643 H 10S 20 Y F Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Food & Drink Table Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner 644 8S F 646 3S F 649 H 15S 25 Y F F 652 H 10S 15 Y FF 653 H 10S 20 Y S FF 655 H 8S 20 Y F 656 H F F 658 H 15S 20 Y H 8S 8 Y F 665 5S F 667 H Y 50 6 F F 670 H Y F F F F H 10S 25 Y FF S F 698 H 15S 30 Y F 699 H 10S 20 Y F 700 H 15S 30 Y F 702 H 15P H 15S 40 Y F 706 H 8S 15 Y H 15S 25 Y F 771 H 15P H 20S 40 Y Perimeter Banner Language (FLS) 176 Period 9

179 Sold Space Program Display Programs Support Programs An electronic version (MS Excel format) of these worksheets is available on the Sales & Marketing Portal Site. Follow the quick link published each week at the top of the Sales & Marketing Newsletter. The Electronic version of the worksheets includes: Retail Price (as of publication date) Agent Names The products participating in the Deal of the Week Display and the sold End Aisles are included in the Display Programs Participating Products Table. Marketing & Product Guide 177

180 Display Programs Participating Products Give Share Enjoy Location LCBO# Description Size (ml) Support Programs SOLD SPACE PROGRAM DOTW # Cardhu Single Malt Scotch 750 ml DOTW # Wolf Blass Yellow Label Cabernet Sauvignon 750 ml DOTW # Tanqueray Gin 750 ml Heineken Lager 6 x 330 LTO Erdinger Weissbier 500 IMAGE Shelf Talker Mill Street 100th Meridian Organic 6 x 3541 LTO Lagunitas IPA 6 x Belgian Moon Innis & Gunn IPA 6 x 330 LTO Ace Hill Vienna Lager 473 BAM Estrella Damm Smirnoff Vodka 750 Value Add Smirnoff Vodka Smirnoff Vodka 1140 BAM Yellow Tail Shiraz 1500 LTO Gabbiano Chianti Docg 750 LTO Jackson-Triggs Merlot 750 LTO 1487 Crown Royal Crown Royal 1750 LTO Crown Royal 1140 Value Add 5959 Baileys Irish Cream Baileys Irish Cream 1750 Value Add Baileys Irish Cream Liquor 1140 LTO 893 J.P. Wiser's Deluxe 750 Value Add J.P. Wiser's Deluxe 1750 LTO J.P. Wiser's Deluxe 1140 Value Add Pelee Island Rouge 1500 LTO Nobilo Sauvignon Blanc Marlborough 750 LTO, Wine Fridge Blu Giovello Pinot Grigio 750 LTO 1206 Bacardi Gold Rum 750 LTO Bacardi Superior 1750 Value Add Bacardi Superior Absolut Vodka 750 Value Add Absolut Vodka 1140 Value Add Absolut Vodka 1750 LTO 178 Period 9

181 Give Share Enjoy Display Programs Participating Products Location LCBO# Description Size (ml) Support Programs Forty Creek Barrel Select Whisky 1750 Value Add Forty Creek Barrel Select Whisky 1140 BAM Forty Creek Barrel Select 750 BAM Captain Morgan Spiced Rum 1140 LTO Captain Morgan Spiced Rum 750 Value Add Captain Morgan Spiced Rum Canadian Club Premium 750 Value Add Canadian Club Premium 1750 Value Add Canadian Club Premium 1140 BAM Grey Goose Vodka 750 Value Add Grey Goose VX Grey Goose Vodka 1140 Value Add Grey Goose Vodka Johnnie Walker Black 12 YR 750 Value Add Johnnie Walker Black Label 1140 LTO Cardhu Single Malt Scotch Radio Boka Tempranillo Valencia Bib 3000 BAM Bota Box Cabernet Sauvignon Bib 3000 LTO Cupcake Red Velvet Bib 3000 LTO Jameson Irish Whiskey 750 Value Add Jameson Irish Whiskey 1140 BAM Jameson Caskmates Irish Whiskey 750 Value Add Appleton Estate V/X Signature Blend 750 Value Add Appleton Estate V/X Signature Blend 1140 LTO Appleton Estate V/X Signature Blend 1750 BAM Jack Daniel's Tennessee Whiskey 750 LTO Jack Daniel's Tennessee Whiskey 1140 Value Add Jack Daniel's Honey 750 Value Add The Glenlivet Founder's Reserve Scotch Whisky The Glenlivet Founder's Reserve Scotch Whisky 1140 LTO The Glenlivet French Oak Reserve 15 Year Old Wayne Gretzky Chardonnay VQA 750 LTO Masi Costasera Amarone Classico Doc 750 LTO Columbia Crest Grand Estates Chardonnay 750 LTO SOLD SPACE PROGRAM FSI = Product is featured in the Free Standing Insert. LTO = Limited Time Offer ST= Shelf Talker VA = Value Added BAM = Bonus AIR MILES Reward Miles BBAM = Bundled Bonus AIR MILES Reward Miles SCP = Shopping Cart Program Marketing & Product Guide 179

182 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Give Share Enjoy SOLD SPACE PROGRAM Size Support #of Extenders Extender Location LCBO# Description (ml) Programs R1 Vodka A Skyy Vodka 1140 LTO Y Y R2 Vodka B Polar Ice 90 North Vodka 750 LTO Y Y Y Y Y R3 Vodka C 8219 Prince Igor Vodka (P.E.T) 750 Value Add Y Y Y Y Y Y R4 Vodka D Smirnoff Green Apple Flavoured Vodka 750 LTO Y Y Y Y Y Y Y Y Y R5 Vodka E Stolichnaya Vodka 1140 LTO Y Y Y Y Y Y Y Y Y R6 Rum A Appleton Estate Extra 12 Year Old Rum 750 LTO Y R7 Rum B Bacardi Gold 1750 LTO Y Y Y Y Y R8 Rum C Havana Club Anejo Reserva 1140 LTO Y Y Y Y Y Y R9 Rum D Flor De Cana Grand Reserva 7 Rum 750 LTO Y Y Y Y Y Y Y R10 Rum E Captain Morgan Black Spiced Rum 750 LTO Y Y Y Y Y Y Y Y Y R11 Canadian Whisky A High River Canadian Whisky 750 LTO Y Y R12 Canadian Whisky B Basil Hayden Straight Bourbon 750 LTO Y Y Y Y Y R13 Canadian Whisky C Aberfeldy 12 Year Old 750 BAM Y Y Y Y Y Y Y R14 Canadian Whisky D Grant's Sherry Cask Reserve 750 LTO Y Y Y Y Y Y Y Y R15 Canadian Whisky E Canadian Club Classic 12 Year Old 1140 LTO Y Y Y Y Y Y Y Y Y R16 Scotch A Singleton Of Dufftown 12 Year Old 750 LTO Y Y Y Y Y Y R17 Scotch B 1099 Johnnie Walker Red Label 750 LTO Y Y Y Y Y Y Y Y Y R18 Gin A Bombay Sapphire London Dry 1140 LTO Y Y Y Y Y Y Y R19 Liqueurs A 2253 Disaronno Amaretto 750 LTO Y Y Y Y R20 Liqueurs B Southern Comfort 750 LTO Y Y Y Y Y Y R21 Liqueurs C Baileys Salted Caramel 750 LTO Y Y Y Y Y Y Y Y R22 Liqueurs D Sauza Silver 1140 LTO Y Y Y Y Y Y Y Y Y R23 Brandy A Meukow Xpresso Coffee Liqueur With Cognac 750 LTO Y R24 Brandy B St Remy XO Brandy 750 LTO Y Y Y Y Y Y Y R25 Tequila A Reposado 750 LTO Y Y Y Y R26 Ontario Blend A Peller Estates Family Series Baco Noir VQA 750 LTO Y Y Y Y Y Y R27 Ontario Blend B XOXO Pinot Grigio+Chardonnay Sparkling 750 LTO Y Y Y Y Y Y Y R28 Ontario Blend C Megalomaniac Homegrown Riesling VQA 750 LTO Y Y Y Y Y Y Y Y Y R29 Ontario Non-VQA A Strewn Two Vines Riesling Gewurztraminer VQA 1500 LTO Y Y Y Y Y R30 Ontario Non-VQA B Black Cellar Sauvignon Blanc 750 LTO, Wine Fridge Y Y Y Y Y Y R31 Ontario Non-VQA C Pelee Island Monarch Vidal VQA 750 LTO Y Y Y Y Y Y Y Y Y R32 Ontario Non-VQA D Bodacious Cabernet Sauvignon 750 LTO Y Y Y Y Y Y Y Y Y R33 Ontario VQA A Creekside Cabernet Merlot VQA 750 LTO Y Y Y R34 Ontario VQA B Fresh Beginnings Moscato VQA 750 LTO Y Y Y Y R35 Australia/New Zealand A Crimes Shiraz Durif 750 LTO Y Y Y R36 Australia/New Zealand B >(V)Cab.Sauvignon Liberty School (Treana) 750 LTO Y Y Y Y R37 Australia/New Zealand C Yellow Tail Chardonnay 750 LTO Y Y Y Y Y Y Y R38 Australia/New Zealand D Wolf Blass Yellow Label Chardonnay 750 LTO, Wine Fridge Y Y Y Y Y Y Y Y Y R39 USA A Apothic Crush Red 750 LTO Y Y Y Y Y Y Y Y R40 USA B Menage A Trois Silk Red Wine 750 LTO Y Y Y Y Y Y Y Y Y 180 Period 9

183 Give Share Enjoy Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description Size (ml) Support #of Extenders Programs R41 Chile A Masi Tupungato Passo Doble 750 LTO Y Y Y Y R42 Chile B Bodega Norton Barrel Select Malbec 750 LTO Y Y Y Y Y Y Y Y Y R43 France Blend A Albert Bichot Bourgogne Pinot Noir Aoc 750 LTO Y R44 France Blend B Piqueras Black Label Old Vine Garnacha 750 LTO Y Y Y Y Y Y Y Y Y R45 France South A Pasqua Romeo And Juliet Val Ripasso Superiore Doc 750 LTO Y Y R46 France South B Bersano Costalunga Barbera D'Asti Docg 750 LTO Y Y Y Y Y Y Y France Bordeaux/ R47 Burgundy A Negrar Valpolicella Doc 1500 LTO Y Y Y R48 Italy Central A Bouchard Pere & Fils Petit Chablis 750 LTO Y Y R49 Italy Central B Cantine Due Palme Brindisi Rosso Dop 2000 LTO Y Y Y Y Y Y Y Y Y R50 Italy North A Beronia Tempranillo Rioja 750 LTO Y Y Y Y Y R51 Italy North B Lamarca Prosecco Doc 750 LTO, Wine Fridge Y Y Y Y Y Y Y Y R52 Southern Europe A Villa Annaberta Valpolicella Ripasso Superiore 750 LTO Y R53 Southern Europe B >Prosecco Extra Dry Blue Bottle(Foss Marai) 750 LTO Y Y Y R54 Germany A Castillo De Almansa Reserva, Almansa 750 LTO Y Y Y Y Y Y Y R55 Sparkling A Cono Sur Sparkling Rose 750 LTO Y Y Y R56 Sparkling B Codorniu Brut Clasico Sparkling 750 LTO Y Y Y Y Y Y R57 Ontario Beer A TBC Y Y R58 Ontario Beer B Cracked Canoe Single Can 473 LTO Y Y Y Y Y Y Y Y Y R59 Beer Steam Whistle Premium Pilsner 6 x IMAGE Shelf 341 Talker Y R60 Beer Guinness Draught 8 x 440 LTO Y Y Y Y Y Y R61 Beer Moosehead Lager 6 x 473 LTO Y Y Y Y Y Y R62 Beer Miller Lite Single Can 473 Y Y Y Y Y Y Y R63 Party Zone Smirnoff Ice 4 x 330 LTO Y Y Y Y Y Y Y R64 Party Zone Smirnoff Ice Peach Bellini 6 x 355 LTO Y Y Y Y Y Y R65 Party Zone Bacardi Pina Colada 750 LTO Y Y Y Y Y Y Y Y SOLD SPACE PROGRAM Marketing & Product Guide 181

184 Community Shelf Extenders Give Share Enjoy Community Shelf Extenders SOLD SPACE PROGRAM Location LCBO# Description Size (ml) Support Program Agent C1: Community Extender Finlandia Vodka 750 LTO Brown Forman Canada C2: Community Extender Drambuie 750 LTO PMA Canada Ltd. C3: Community Extender 3 Manager s Discretion to select Ontario Wine C4: Community Extender Zonin Valpolicella Ripasso Superiore Doc 750 LTO Imprese Inc. C5: Community Extender Two Oceans Pinot Grigio 750 LTO, FSI PMA Canada Ltd. C6: Community Extender Bacardi Oakheart Spiced Rum 1140 LTO Bacardi Canada Inc. C7: Community Extender Casamigos Tequila Reposado 750 LTO Glazer's Of Canada C8: Community Extender Laura Secord Chocolate Cream Liquor 750 LTO C9: Community Extender Fresh Perspectives Satin Red 750 LTO Gato Negro 9 Lives Reserve Cabernet C10: Community Extender Syrah 750 LTO Dionysus Wines & Spirits Ltd. Kirkwood Diamond Canada Partnership Philippe Dandurand Wines Ltd. 182 Period 9

185 Give Share Enjoy Discovery & Green Extenders Discovery Shelf Extenders Location LCBO# Description Size (ml) Support Program D1: Discovery Wines Ida Red Frozen To The Core 375 LTO Dionysus Wines & Spirits Ltd. D2: Discovery Wines Melini Chianti Docg 750 LTO Philippe Dandurand Wines Ltd. D3: Discovery Wines Fuzion Organic Malbec Cabernet 750 LTO Dionysus Wines & Spirits Ltd. Agent D4: Discovery BSM St Ambroise Oatmeal Stout 473 LTO McAuslan Brewing D5: Discovery BSM Vodka Mudshake Espresso 4 x 270 LTO Churchills Cellars Ltd. D6: Discovery BSM Bacardi Strawberry Daiquiri 750 LTO Bacardi Canada Inc. D7: Discovery Spirits Patron Anejo Tequila 750 LTO Glazer's Of Canada D8: Discovery Spirits Tito's Handmade Vodka 1140 LTO Glazer's Of Canada D9: Discovery Spirits Bombay Sapphire East 750 LTO Bacardi Canada Inc. Green Shelf Extender Location LCBO# Description Size (ml) Support Program Agent G1: Green Extender Rodney Strong Charlotte's Home Sauvignon Blanc 750 LTO Mark Anthony Brands SOLD SPACE PROGRAM Marketing & Product Guide 183

186 IMAGE Shelf Talkers Give Share Enjoy SOLD SPACE PROGRAM LCBO# Description Size (ml) Support Program Agent Glenrothes Select Reserve Single Malt 750 Beam Suntory Muskoka Cream Ale 473 Lakes Of Muskoka Cottage Brewery White Owl Whisky 750 Woodman Wines & Spirits Erdinger Weissbier 500 End Aisle McClelland Premium Imports Erdinger Dunkel 500 McClelland Premium Imports Girls' Night Out Strawberry Samba 1500 Colio Estate Wines Sailor Jerry Spiced Rum 1140 PMA Canada Ltd The Balvenie Caribbean Cask 14 YO Scotch 750 PMA Canada Ltd Muskoka Mad Tom IPA 473 BAM Lakes Of Muskoka Cottage Brewery Colio Extra Dry White Bag In Box 4000 Colio Estate Wines Thornbury Premium Apple Cider 473 Colio Estate Wines Stiegl Grapefruit Radler 500 McClelland Premium Imports The Balvenie 12 Yr. Doublewood 750 PMA Canada Ltd Hendrick's Gin 375 PMA Canada Ltd Side Launch Mountain Lager 473 Side Launch Brewing Company Creemore Springs Mad & Noisy Lagered Ale 473 Creemore Springs Brewery Ltd Mill Street Winter Sampler Trillium Beverage Inc Steam Whistle Premium Pilsner 6 x 341 Shelf Extender Steam Whistle Brewing Deakin Estate Shiraz 750 Churchill Cellars Ltd Stiegl Bier 500 McClelland Premium Imports 184 Period 9

187 Give Share Enjoy Limited Time Offers LCBO# Description Size (ml) LTO Display Program 463 Canadian Club Premium 375 $0.50 FEM Johnnie Walker Red Label 750 $1.00 Shelf Extender 1206 Bacardi Gold Rum 750 $1.00 End Aisle 1818 Angels Gate Chardonnay VQA 750 $ Drambuie 750 $2.00 Comm. Extender 2253 Disaronno Amaretto 750 $2.00 Shelf Extender 2691 Tanqueray Dry Gin 750 $ Bacardi Gold Rum (P.E.T) 375 $ J.P. Wiser s Deluxe 375 $ Courvoisier VSOP 750 $10.00 Mini Thematic Grand Marnier 375 $3.00 Spirited Pick Grant's Sherry Cask Reserve 750 $2.00 Shelf Extender Rickard's Red 473 $ Yellow Tail Shiraz 1500 $2.00 End Aisle Finlandia Vodka 750 $1.00 Comm. Extender J.P. Wiser's Deluxe 1750 $1.70 End Aisle Patron Anejo Tequila 750 $5.00 Discovery Extender Baron Otard VSOP Cognac 750 $10.00 Mini Thematic Negrar Valpolicella Doc 1500 $2.50 Shelf Extender Jack Daniel's Tennessee Whiskey 750 $2.00 End Aisle Bouchard Pere & Fils Petit Chablis 750 $2.00 Shelf Extender Casillero Del Diablo Rsv Cab/Sav 1500 $4.00 Mini Thematic Wayne Gretzky Chardonnay VQA 750 $1.00 End Aisle Wayne Gretzky Merlot VQA 750 $ Inniskillin Unoaked Chardonnay VQA 750 $ Heineken Lager 6 x 330 $1.25 Mini Thematic Gabbiano Chianti Docg 750 $2.00 End Aisle Bacardi Gold Rum 1750 $ Jacob's Creek Reserve Cab Sauv Coonawarra 750 $ Appleton Estate Extra 12 Year Old Rum 750 $4.00 Shelf Extender PJ s Salted Caramel (Panama Jacks) 750 $ Martell VS Fine Cognac (In Box) 750 $4.00 Mini Thematic Carolans Irish Cream 750 $ Crown Royal 1750 $1.90 End Aisle Fuzion Organic Malbec Cabernet 750 $2.00 Discovery Extender Pelee Island Chardonnay VQA 750 $ Masi Campofiorin Igt 750 $ Pelee Island Rouge 1500 $1.00 End Aisle Albert Bichot Bourgogne Pinot Noir Aoc 750 $2.00 Shelf Extender Bacardi Strawberry Daiquiri 750 $1.00 Discovery Extender SOLD SPACE PROGRAM Marketing & Product Guide 185

188 Limited Time Offers Give Share Enjoy SOLD SPACE PROGRAM LCBO# Description Size (ml) LTO Display Program Bacardi Pina Colada 750 $1.00 Shelf Extender Zonin Valpolicella Ripasso Superiore Doc 750 $2.00 Comm. Extender Carling Ice 473 $ Megalomaniac Homegrown Riesling VQA 750 $1.00 Shelf Extender Codorniu Brut Clasico Sparkling 750 $2.00 Shelf Extender Absolut Vodka 1750 $2.40 End Aisle Skyy Vodka 1140 $1.00 Shelf Extender Sauza Silver 1140 $5.00 Shelf Extender Bombay Sapphire London Dry 1140 $1.00 Shelf Extender Havana Club Anejo Reserva 1140 $1.50 Shelf Extender Captain Morgan Spiced Rum 1140 $1.20 End Aisle Johnnie Walker Black Label 1140 $4.00 End Aisle Domaine Chandon Brut Classic 750 $ Red House Wine Co. Cabernet Shiraz VQA 750 $ Appleton Estate V/X Signature Blend 1140 $1.50 End Aisle Stolichnaya Vodka 1140 $1.20 Shelf Extender Brugal Anejo 750 $ Wolf Blass Yellow Label Chardonnay 750 $2.50 Shelf Extender, Wine Fridge Kronenbourg 1664 Blanc 6 x 330 $ No. 3 London Dry Gin 750 $ Beronia Tempranillo Rioja 750 $1.50 Shelf Extender Mill Street Original Organic Lager 473 $ Pilsner Urquell 500 $ Hop City Barking Squirrel Lager 473 $ Castillo De Almansa Reserva, Almansa 750 $2.00 Shelf Extender Jackson-Triggs Pinot Grigio Bag In Box 4000 $ Aquinas Pinot Noir 750 $3.00 Mini Thematic Somersby Apple Cider 500 $ Forty Creek Cream Liquor 750 $ Captain Morgan Black Spiced Rum 750 $2.00 Shelf Extender Two Oceans Pinot Grigio 750 $1.00 Comm. Extender, FSI Samuel Adams Boston Lager 6 x 355 $ Pelee Island Blanc De Blanc VQA 1500 $ Canadian Club Classic 12 Year Old 1140 $1.80 Shelf Extender Beluga Russian Luxury Vodka 750 $ Masi Costasera Amarone Classico Doc 750 $4.00 End Aisle Sawmill Creek Riesling Bag In Box 4000 $ Bombay Sapphire East 750 $3.00 Discovery Extender Smirnoff Ice 4 x 330 $1.00 Shelf Extender McGuigan Black Label Shiraz 750 $ Basil Hayden Straight Bourbon 750 $5.00 Shelf Extender Jackson-Triggs Cabernet Sauvignon 1500 $ Bodacious Smooth White 750 $ Fresh Beginnings Moscato VQA 750 $1.00 Shelf Extender Bersano Costalunga Barbera D'Asti Docg 750 $2.50 Shelf Extender Ida Red Frozen To The Core 375 $2.00 Discovery Extender Collective Arts Rhyme & Reason Pale Ale 6 x 355 $ Cono Sur Sparkling Rose 750 $2.00 Shelf Extender 186 Period 9

189 Give Share Enjoy Limited Time Offers LCBO# Description Size (ml) LTO Display Program Bacardi Oakheart Spiced Rum 1140 $1.00 Comm. Extender Crimes Shiraz Durif 750 $2.00 Shelf Extender Russian Standard Platinum Vodka 750 $ Villa Annaberta Valpolicella Ripasso Superiore 750 $3.00 Shelf Extender Lake Of Bays Spark House Red Ale 473 $ Schofferhofer Grapefruit Radler 500 $ Smirnoff Green Apple Flavoured Vodka 750 $1.00 Shelf Extender Meukow Cognac VS 750 $5.00 Mini Thematic Jackson-Triggs Merlot 750 $1.00 End Aisle Mill Street 100th Meridian Organic 2046 $1.00 Mini Thematic Cognac Gautier VS 750 $2.00 Mini Thematic Open Smooth White VQA 750 $ Casamigos Tequila Reposado 750 $5.00 Comm. Extender Pelee Island Monarch Vidal VQA 750 $1.00 Shelf Extender Mount Gay Rum Black Barrel 750 $ Reposado 750 $2.50 Shelf Extender St Ambroise Oatmeal Stout 473 $0.30 Discovery Extender Jackson-Triggs Sauvignon Blanc 750 $ Baileys Salted Caramel 750 $2.00 Shelf Extender Bodega Norton Barrel Select Malbec 750 $2.00 Shelf Extender Iceberg Vodka 750 $ Polar Ice 90 North Vodka 750 $1.00 Shelf Extender Flor De Cana Grand Reserva 7 Rum 750 $3.00 Shelf Extender Laura Secord Chocolate Cream Liquor 750 $2.00 Comm. Extende Las Mulas Cabernet Sauvignon Reserva Organic 750 $ Singleton Of Dufftown 12 Year Old 750 $5.00 Shelf Extender Dillon's Dry Gin 750 $ Somersby Pear Cider 500 $ Central City Red Racer ISA 473 $ Nobilo Sauvignon Blanc Marlborough 750 $2.00 End Aisle, Wine Fridge Moosehead Lager 6 x 473 $1.50 Shelf Extender Cesari Amarone Classico Doc 750 $4.00 Mini Thematic Apothic Crush Red 750 $2.00 Shelf Extender Bodacious Cabernet Sauvignon 750 $1.00 Shelf Extender Black Cellar Shiraz Cabernet 1500 $2.00 Popular Pick XOXO Pinot Grigio Chardonnay Bag In Box 4000 $ French Cross Merlot Bag In Box 4000 $ Creekside Cabernet Merlot VQA 750 $1.00 Shelf Extender Bodacious Smooth Red Bag In Box 4000 $ Gato Negro 9 Lives Reserve Cabernet Syrah 750 $2.50 Comm. Extender Side Launch Dark Lager 473 $ Bacardi Gran Reserva Maestro De Ron 750 $ Wells I.P.A. 500 $ Ketel One 375 $ Iceberg Vodka (P.E.T) 750 $1.00 SOLD SPACE PROGRAM Marketing & Product Guide 187

190 Limited Time Offers Give Share Enjoy SOLD SPACE PROGRAM LCBO# Description Size (ml) LTO Display Program New Amsterdam Vodka 750 $ Rodney Strong Charlotte's Home Sauvignon Blanc 750 $3.00 Green Extender Collective Arts Ransack The Universe IPA 473 $ Junction 56 Moonshine 750 $ Chairman's Reserve - The Forgotten Casks 10 YO 700 $ Columbia Crest Grand Estates Merlot 750 $ Gibson s Finet Bold 8 YO 750 $ Tito's Handmade Vodka 1140 $3.00 Discovery Extender Czechvar Dark Lager 500 $ El Jimador Tequila Reposado 750 $ Josh Cellars Cabernet Sauvignon 750 $ Columbia Crest Grand Estates Chardonnay 750 $2.00 End Aisle Menage A Trois Silk Red Wine 750 $2.00 Shelf Extender Trapiche Pure Black Malbec 750 $ Anciano 7 Year Gran Reserva Tempranillo Valdepenas 750 $ Rumchata Rum Cream Liquor 1140 $ Tequila Rose Strawberry Cream 750 $ Black Cellar Sauvignon Blanc 750 $1.00 Shelf Extender, Wine Fridge Piqueras Black Label Old Vine Garnacha 750 $1.00 Shelf Extender Pelee Island Lighthouse Semi-Sweet Riesling VQA 750 $ The Glenlivet Founder's Reserve Scotch Whisky 1140 $5.00 End Aisle Pasqua Romeo And Juliet Val Ripasso Superiore Doc 750 $3.00 Shelf Extender Cracked Canoe Single Can 473 $0.20 Shelf Extender High River Canadian Whisky 750 $3.00 Shelf Extender Fresh Perspectives Satin Red 750 $1.00 Comm. Extender Sleeman Clear 2.0 Shrink Pack 6 x 473 $ Stella Artois 500 $ Left Field Nelson Sauvignon Blanc 750 $ Lamarca Prosecco Doc 750 $2.00 Shelf Extender, Wine Fridge Melini Chianti Docg 750 $2.50 Discovery Extender Carling 6 x 473 $ Sacred Hill Marlborough Sauvignon Blanc 750 $ Vodka Mudshake Espresso Martini 4 x 270 $1.50 Discovery Extender Southern Comfort 750 $2.50 Shelf Extender Bota Box Cabernet Sauvignon Bib 3000 $4.00 End Aisle Smirnoff Ice Peach Bellini 6 x 355 $1.00 Shelf Extender Flying Monkeys Hoptical Illusion Can 473 $ Innis & Gunn IPA 6 x 330 $1.00 End Aisle Woodbridge By Robert Mondavi Merlot 750 $ Strewn Two Vines Riesling Gewurztraminer VQA 1500 $2.00 Shelf Extender Ardiel Dry Apple Cider 473 $ Meukow Xpresso Coffee Liqueur With Cognac 750 $5.00 Shelf Extender Captain Morgan Spiced Rum 375 $1.00 FEM Henry Of Pelham Cabernet/Merlot VQA 750 $ La Linda Private Selection Old Vines Malbec 750 $ Cupcake Red Velvet Bib 3000 $3.00 End Aisle XOXO Pinot Grigio+Chardonnay Sparkling 750 $2.00 Shelf Extender 188 Period 9

191 Give Share Enjoy Limited Time Offers LCBO# Description Size (ml) LTO Display Program Bacardi Gold 1750 $1.00 Shelf Extender Chopin Potato Vodka 750 $ Torres Brandy $ Strewn Chardonnay Barrel-Aged VQA 750 $ Amatore Rosso Verona Igt 750 $ Amatore Bianco Verona Igt 750 $ Cantine Due Palme Brindisi Rosso Dop 2000 $2.50 Shelf Extender Beringer Founders Estate Cabernet Sauvignon 750 $ Tiger Beer 500 $ Guinness Draught 8 x 440 $2.00 Shelf Extender St Remy XO Brandy 750 $2.00 Shelf Extender Jackson-Triggs Reserve Cab Fr/Cab Sauv VQA 750 $ Casillero Del Diablo Reserva Sauvignon Blanc 750 $2.00 Wine Fridge Blu Giovello Pinot Grigio 750 $2.00 End Aisle Peller Estates Family Series Baco Noir VQA 750 $1.00 Shelf Extender Trius Merlot VQA 750 $ French Cross Dry White Bag In Box 4000 $2.00 Wine Fridge Pelee Island Merlot 1500 $ Glen Breton Rare Canadian Single Malt 750 $ Buffalo Trace Bourbon 750 $ Broker's Premium London Dry Gin 750 $ Grand Marnier 1140 $ Kahlua Coffee Liqueur 1140 $ Baileys Irish Cream Liquor 1140 $2.00 End Aisle Masi Tupungato Passo Doble 750 $3.00 Shelf Extender French Cross Sauv Blanc Bag In Box 4000 $ Yellow Tail Chardonnay 750 $1.00 Shelf Extender Sapporo Premium Beer 650 $ Magners Original Irish Cider 500 $ Budweiser 6 x 341 $ Coors Light 6 x 355 $1.20 SOLD SPACE PROGRAM Marketing & Product Guide 189

192 Value Added Program Warehouse Applied Give Share Enjoy Value Add Program Warehouse Applied SOLD SPACE PROGRAM LCBO# Description Size (ml) VA Approved VA Mother Carton# 42 Canadian Club Premium 750 Canadian Club 100% Rye 50 ml Lamb's Palm Breeze 750 Lamb's Palm Breeze 50 ml Canadian Club Premium 1750 Canadian Club 100% Rye 2 x 50 ml Alberta Pure Vodka (P.E.T) 1750 Banff Ice 2 x 50 ml Lamb's Palm Breeze (P.E.T) 1750 Lamb's Palm Breeze 2 x 50 ml Canadian Club Premium (P.E.T) 750 Canadian Club 100% Rye 50 ml Tag No. 5 Vodka 750 TAG No.5 50 ml Alberta Springs Whisky 1140 Canadian Club Premium 50 ml Alberta Pure Vodka 1140 Banff Ice 2 x 50 ml Buton Vecchia Romagna Brandy 750 Single Bottle Gift Box Cortel Napoleon VSOP Brandy 750 Christmas Gift Box Banff Ice Vodka 750 Banff Ice 50 ml Canadian Club 100% Rye 750 Canadian Club Rye 50 ml Alberta Springs Whisky 1750 Canadian Club Premium 2 x 50 ml Period 9

193 Give Share Enjoy Value Add Program Sales Applied LCBO# Description Size (ml) VA Approved 67 Smirnoff Vodka 750 Baileys 50 ml 307 Seagram s V.O. 750 Smirnoff Red 50 ml 687 Walker's Special Old (P.E.T) 375 JP Wiser's Deluxe 50 ml 893 J.P. Wiser's Deluxe 750 Bar Towel 935 Captain Morgan White Rum 750 CMOS 50 ml 1040 Gordons Gin 750 Smirnoff 50 ml 1255 Gilbey s London Dry 750 Smirnoff 50 ml 1743 Ruffino Chianti 750 Sofina Foods Coupon 1784 Grand Marnier 750 Branded Coupe Glass 2196 Captain Morgan Dark Rum 750 Crown Royal Vanilla 50 ml 4788 Captain Morgan Gold Rum 750 Smirnoff Red 50 ml 7880 Johnnie Walker Black 12 YR 750 Cardhu 50 ml 8219 Prince Igor Vodka (P.E.T) 750 Prince Igor Extreme 50 ml 8599 Bell's Original Scotch Whisky 750 Johnnie Walker Red Label 50 ml 8805 Forty Creek Barrel Select Whisky 1750 Forty Creek Copper Pot 50 ml & Forty Creek Spike 50 ml 8904 J. Wray Gold Rum 750 Forty Creek Barrel Select 50 ml Jameson Irish Whiskey 750 Jameson Caskmates 50 ml Dujardin VSOP Brandy 750 Glassware Duff Gordon Brandy 750 Holiday bows Jim Beam White Label Bourbon 750 Jim Beam Apple 50 ml Sandeman Ruby Port 750 Gift Box Grant's Family Reserve 750 Drambuie 50 ml Osborne Santa Maria Cream Sherry 750 Holiday bows Smirnoff Vodka (P.E.T) 750 Baileys 50 ml Seagrams V.O Crown Royal Black 2 x 50 ml Canadian Club Premium 1750 Canadian Club 100% Rye 2 x 50 ml Bacardi Superior 1750 Bacardi Superior 50 ml Havana Club Dry 7 Years Old 750 Custom Glass Bulleit Bourbon Frontier Whiskey 750 Bulleit Glass Latour Chardonnay Bourgogne 750 Bow Sterling Vintner's Cabernet Sauvignon 750 Organza Gift Bag Mezzomondo Pinot Grigio Chardonnay Igt 750 Sortilege 50 ml Sailor Jerry Spiced Rum 750 Gift Tube Grey Goose Vodka 750 Giftbox Absolut Vodka 750 Pour Spout Wiser's Special Blend (P.E.T) 1750 JP Wiser's Deluxe 2 x 50 ml Henkell Trocken 750 Henkell Trocken Gift Box Russian Standard Vodka 750 Malfy Gin 50 ml El Jimador Tequila Blanco 750 Mott s Clamato Pickled Bean Aperol 750 Branded Toque SOLD SPACE PROGRAM Marketing & Product Guide 191

194 Value Add Program Sales Applied Give Share Enjoy SOLD SPACE PROGRAM LCBO# Description Size (ml) VA Approved Appleton Estate V/X Signature Blend 750 Branded YoSox Prince Igor Vodka (P.E.T) 1750 Prince Igor Extreme 100 ml Baileys Irish Cream 1750 Baileys Almande 2 x 50 ml Sandeman Late Bottled Vintage Port 750 Tube Henkell Rose 750 Henkell Rose Absolut Vodka 1140 Absolut Lime 50 ml Wyborowa Vodka 1140 Glassware Dujardin VSOP Brandy 1140 Goslings Rum 50 ml Jack Daniel's Tennessee Whiskey 1140 Gentleman Jack 50 ml J.P. Wiser's Deluxe 1140 JP Wiser's Apple 50 ml Tanqueray London Dry Gin 1140 Baileys Almande 50 ml Bacardi Gold Rum 1140 Bacardi 8 YO 50 ml Finlandia Vodka 1140 MOTT's Clamato Pickled Bean Cans (162 ml) Seagram s V.O Smirnoff Red 50 ml Sauza Gold Tequila 1140 Jim Beam Apple 50 ml Captain Morgan Dark Rum 1140 Crown Royal Vanilla 50 ml J & B Rare Scotch Whisky 1140 Johnnie Walker Red Label 50 ml Crown Royal 1140 Crown Royal Collectable Hockey Bag Dewar's White Label 1140 Dewar's 12 YO 50 ml Gabbiano Chianti Classico Docg 750 Gift Box Fetzer Gewurztraminer 750 Headphones The Kraken Black Spiced Rum 750 Bushmills Original 50 ml Bartenura Moscato- Kpm Igt 750 Gift Bag Captain Morgan Gold Rum (P.E.T) 1750 Crown Royal Black 2 x 50 ml Icebox Long Island Iced Tea 1140 Butterscotch Liqueur 50 ml Polar Ice Vodka 1140 Polar Ice 90 North Vodka 50 ml Grant's Family Reserve 1750 Grant's Sherry Cask 2 x 50 ml Veedha Douro Red 750 Chairman's Reserve Rum 50 ml Jack Daniel's Honey 750 JD Fire 50 ml Sobieski Vodka 1140 Sobieski 50 ml Big House Cardinal Zin 750 Polar Ice Vodka 50 ml Casillero Del Diablo Reserva Cab Sauvignon 750 Hockey Puck Coasters Mission Hill Chardonnay VQA Five Vineyards 750 Free Appetizer Offer at Kelsey's Forty Creek Copper Pot Reserve 750 Forty Creek Spike 50 ml Phillips Butter Ripple Schnapps 750 Butterscotch 50 ml Alamos Malbec 750 Alamos Andes Mountain Glassware Calvados Boulard Pays D'Auge 750 Branded tumblers Alberta Premium Dark Horse Whisky 750 Canadian Club 100% Rye 50 ml Silk Tassel Canadian Whisky 1750 Silk Tassel Whisky 2 x 50 ml Seagrams Baileys Salted Caramel 50 ml Canadian Club Classic 12 Year Old 750 Gift Tin 192 Period 9

195 Give Share Enjoy Value Added Program Sales Applied LCBO# Description Size (ml) VA Approved Canadian Club Classic 12 Year Old 1750 Canadian Club Premium 2 x 50 ml Canadian Club Reserve 750 Canadian Club Premium 50 ml Bombay Sapphire London Dry 750 Blue Bow Captain Morgan Original Spiced Rum (P.E.T) 750 Captain Morgan Collectible Tankard Jim Beam Black Kentucky Bourbon Aged 6 Years 750 Jim Beam Black 50 ml Ciroc Peach 750 Ciroc Apple 50 ml Ciroc Red Berry 750 Ciroc Apple 50 ml Forty Creek Cream Liquor 1140 Branded Ice Mold Ketel One Vodka 1140 Ciroc Apple 50 ml Pinnacle Vodka 750 Jim Beam Apple 50 ml Ciroc Coconut 750 Ciroc Apple 50 ml Smirnoff Citrus Flavoured Vodka 750 Captain Morgan Spiced 50 ml Smirnoff Vanilla Flavoured Vodka 750 Baileys Salted Caramel 50 ml Johnnie Walker Gold Label Reserve Bullion Bottle 750 Bowtie Smirnoff Double Black 750 Captain Morgan Spiced 50 ml Chloe Chardonnay 750 Napkin Ring Carnivor Cabernet Sauvignon 750 New Amsterdam Vodka 50 ml Double Chocolate Vodka 375 Tequila Rose 50 ml Dr. McGillicuddy Intense Peach 375 Butterscotch Liqueur 50 ml Baileys Chocolate Cherry 750 Baileys Salted Caramel 50 ml Evan Williams Black Label Bourbon Whiskey 750 Evan Williams Glass Skyy Vodka 750 Selfie Stick Lionello Stock Vermouth Extra Dry 1000 Glass Cup Grey Goose Vodka 1140 Gift Box Aultmore 12YO 750 Bow with Gift-tag J.P. Wiser's Double Still Rye Canadian Whisky 750 Lewis Bag Jameson Caskmates Irish Whiskey 750 Copper Jigger Canadian Club 100% Rye 1140 Coffee Pod Mallee Rock Pinot Grigio 750 Stemless Wine Glass Beatties Farm Crafted Vodka 750 Branded Beattie's Farm Crafted Potato Vodka Measuring Glass Jose Cuervo Especial Gold Tequila 1750 Cholula Hot Sauce 150 ml Banff Ice Vodka 1750 Canadian Club Premium 2 x 50 ml The Kraken Black Spiced Rum 1750 Kraken socks Baron Samedi 750 SKYY 50 ml Ghost Pines Merlot 750 Ghost Pines Glassware Alberta Springs Whisky 1750 Canadian Club Premium 2 x 50 ml Gentleman's Collection Cabernet Sauvignon 750 Free Appetizer Offer at Kelsey's Cabot Trail Maple Cream 750 Maple Syrup Ruffino Prosecco 750 Sofina Foods Coupon Moda Montepulciano D'Abruzzo Doc 750 Holiday Bow SOLD SPACE PROGRAM Marketing & Product Guide 193

196 Value Added Program Sales Applied Give Share Enjoy SOLD SPACE PROGRAM LCBO# Description Size (ml) VA Approved Polar Ice Vodka (P.E.T) 375 Polar Ice 90 North Vodka 50 ml Noxx & Dunn Florida Rum 750 Glassware Southern Comfort 1140 Tijuana Sweet Heat 50 ml Bacardi 8 Year Old Rum 750 Bacardi 8 YO 50 ml Old Camp Peach Pecan Liqueur 750 Free song download Barrelling Annie's Canadian Whisky 750 Smart Wallet Captain Morgan Spiced Rum 750 Captain Morgan Gold Collectable Tankard Cesari Mara Valpolicella Ripass Superiore Doc 750 Corkscrew Ezra Brooks Black Label Bourbon Whiskey 750 Rebel Yell Kentucky Straight Bourbon 50 ml Sour Puss Raspberry Liquor 750 Sour Puss Branded Holiday Socks Sour Puss Apple Liquor 750 Sour Puss Branded Holiday Socks Bacardi Gold 1140 Bacardi 8YO 50 ml Peroni Nastro Azzurro 6 x 330 Peroni Glassware Ogier Heritages Cotes Du Rhone Aoc 750 Bonus Cork candles Nicolas Feuillatte Brut Champagne 750 Gift Tube Iceberg Vodka 1750 Iceberg 2 x 50 ml Mott's Clamato Caesar Original 4 x 355 Mott's Cooler Bag Kahlua Coffee Liqueur 750 Funky Socks Tito's Handmade Vodka 750 Branded Gift Bag Tanqueray No. Ten Gin 750 Ciroc 50 ml Prince Igor Extreme Vodka 750 Forty Creek Barrel Select 50 ml Mott's Clamato Caesar Original 6 x 341 Mott's Cooler Bag Tia Maria 750 Glassware Jacob's Creek Reserve Shiraz 750 Castello Cheese Coupon Sterling Vintner's Chardonnay 750 Organza Gift Bag Aviation Gin 750 Aviation Luggage Tag 194 Period 9

197 Give Share Enjoy Bonus AIR MILES Reward Miles LCBO# Description Size (ml) Display Program BAM 604 Chiarli Castelvetro Lambrusco Silk Tassel Canadian Whisky Gordons Gin J & B Rare Teacher's Highland Cream Creemore Springs Premium Lager Prince Igor Vodka (P.E.T) Ricard Pastis Danzante Pinot Grigio Delle Venezie Igt Ciao Sang Organic Carton Terra De Chieti Igp Zubrowka Bison Vodka Patron Silver Tequila Russian Prince Vodka (P.E.T) Jaffelin Bourgogne Aligote Aoc Sawmill Creek Merlot Bag In Box Waterloo Dark 473 End Aisle Alberta Pure Vodka (P.E.T) Kittling Ridge Kingsgate Reserve Apera Cavit Collection Pinot Grigio Delle Venez Igt 750 Mini Thematic Gordons Gin (P.E.T) Alvear Fino Montilla-Morilles Smirnoff Vodka (P.E.T) Ferreira Dona Antonia Tawny Reserve Port Angels Gate Riesling VQA Tilia Malbec Misterio Cabernet Sauvignon Fazi Battaglia Verdicchio dei Castelli Di Jesi Funf 5 German Riesling Rhein Santa Rita Reserva Carmenere St-Germain Elderflower Liqueur Sobieski Vodka Pknt Cabernet Sauvignon Reserve Appleton Estate Reserve Jamaica Rum Glayva Jameson Irish Whiskey 1140 End Aisle Underberg Bitters Mini Cinzano Rosso Sweet Vermouth Martini & Rossi Sweet Vermouth Red Harveys Bristol Cream Sherry Smirnoff Vodka 1140 End Aisle Grand Macnish Jackson-Triggs Methode Cuve Close Sparklg VQA Canadian Club Premium 1140 End Aisle 17 SOLD SPACE PROGRAM Marketing & Product Guide 195

198 Bonus AIR MILES Reward Miles Give Share Enjoy SOLD SPACE PROGRAM LCBO# Description Size (ml) Display Program BAM Captain Morgan White Rum Pelee Island Secco VQA 750 Mini Thematic Cono Sur Chardonnay Organic Fontella Chianti Docg Big House The Birdman Pinot Grigio Alianca Foral Douro Francois Lurton Sauvignon Blanc Bordeaux Aoc Aberfeldy 12 Year Old 750 Shelf Extender G.A. Schmitt Niersteiner L.H Sprucewood Lady In Red VQA Raymond Classic Cabernet Sauvignon Illuminati Riparosso Mont D'Abruzzo Doc Amaro Lucano Jp Azeitao Red Jacob's Creek Chardonnay Muskoka Mad Top IPA 473 IMAGE Shelf Talker Stoneleigh Marlborough Sauvignon Blanc Leblon Cachaca Skyy Vodka Bulldog Gin Chateau Du Cleray Muscadet Sevre Et Maine Spumante Bambino Peach Santa Carolina Sauvignon Blanc Reserva Alize Gold Passion Liquor Domaine Boyar Cabernet Sauvignon Amarula Cream Dab Maibock Knob Creek Rye Forty Creek Barrel Select Whisky 1140 End Aisle Bruichladdich The Botanist Islay Dry Gin Carmen Gran Reserva Cabernet Flagstone Poetry Cabernet Sauvignon Prince Igor Extreme Vodka Drambuie Mount Gay Eclipse Rum Jp Azeitao White Borsao Tinto Garnacha Appleton Estate V/X Signature Blend 1750 End Aisle Villa Sandi Prosecco Il Fresco Doc, Treviso Forty Creek Copper Pot Reserve Fireball Whisky Shooter Old Tomorrow Canadian Pale Ale Don Q Anejo Rum Muskoka Mad Tom IPA 6 x Jacob's Creek Moscato OPI Chardonnay Great Lakes Pompous Ass Period 9

199 Give Share Enjoy Bonus AIR MILES Reward Miles LCBO# Description Size (ml) Display Program BAM Tyskie Beer D'Usse VSOP 750 Mini Thematic Mill St 100th Meridian Single Can Waterloo Pilsner Creemore Springs Lot 9 Pilsner Antano, Rioja Reserva Rioja Bordon, Rioja Gran Reserva Dr. McGillicuddy's Intense Peach Whisky Patron Citronge Extra Fine Lime Liqueur Patron Silver Jean Claude Mas Syrah Reserve Pays D'Oc Deakin Estate Sauvignon Blanc Evans & Tate Breathing Space Sauvignon Blanc Fireball Whisky Shooter United Stars Mukuzani Dry, Kakheti United Stars Alazanis Valley Off Dry, Kakheti Marchesi Coldisole Rosso Di Montalcino Doc Peljesac Red, Croatia Cono Sur Bicicleta Viognier Louis Bouillot Perle Noire Cote Mas Blanc Mediterranee Vdfrance Fullers Esb Laphroaig Select Fassati Pasiteo Vino Nobile Di Montepulciano Docg Greenall's Original London Dry Gin Smoking Loon Pinot Grigio Stormy Bay Cabernet Sauvignon Prince Igor Extreme Vodka Black Cow Pure Milk Spirit Radio Boka Tempranillo Valencia Bib 3000 End Aisle Michelob Ultra 6 x Bavaria Premium Jim Beam Double Oak Mill St Welterweight IPA Old Pulteney 12YO Single Malt Leblon Cachaca Ace Hill Vienna Lager 473 End Aisle Patriarche Pinot Noir Pays D'Oc Bodacious Smooth White Bag in Box 4000 Mini Thematic Nederburg The Winemaster's Shiraz Barchef Project The Toasted Old Fashioned Forty Creek Barrel Select 750 End Aisle Kittling Ridge Icewine & Brandy Ogier Cotes Du Ventoux Aoc Louis Bernard Cotes Du Rhone Aoc Argento Cabernet Sauvignon Astoria Prosecco La Robinia Argento Pinot Grigio SOLD SPACE PROGRAM Marketing & Product Guide 197

200 Bundled Bonus AIR MILES Reward Miles Give Share Enjoy SOLD SPACE PROGRAM The purpose of the Bundled Bonus AIR MILES program is to highlight cross-promoted products or to entice customers to trade up to more premium products. Please note, that when more than one in-section shelf talker has been provided for a product and there is not sufficient shelf space to merchandise all, the Bundled Bonus AIR MILES shelf talker takes priority. There are four Bundled Bonus AIR MILES option offers: Option 1 - " Buy the two listed products at the same time and receive the Bundled Bonus AIR MILES " Option 2 - "Buy two of the same listed product and receive the Bundled Bonus AIR MILES " Option 3 - "Buy three of the same listed product and receive the Bundled Bonus AIR MILES " Option 4 - "Buy two of the three listed products and receive the Bundled Bonus AIR MILES " Option 1 Buy the two listed products at the same time and receive the Bundled Bonus AIR MILES LCBO# Description Size (ml) BAM BBAM Amount Total BAM Tankhouse Ale Mill Street West Coast IPA Option 2 Buy two of the same listed product and receive the Bundled Bonus AIR MILES LCBO# Description Size (ml) BAM BBAM Amount Total BAM 943 Mouton Cadet Bordeaux Red Aoc Option 3 Buy three of the same listed product and receive the Bundled Bonus AIR MILES LCBO# Description Size (ml) BAM BBAM Amount Total BAM Fullers London Pride Period 9

201 Give Share Enjoy Necktags LCBO# Description Size (ml) NT Approved 6585 Torres Sangre De Toro Garnacha, Catalunya 750 Sange de Toro Win a Trip to Barcelona Mezzomondo Negroamaro Puglia Igt 1500 Wine Align award Gato Negro Cabernet Sauvignon 1500 Bad Moms Christmas - Holiday Contest Laroche Saint Martin Chablis 750 Perfect Pairings Villa Wolf Pinot Noir Pfalz 750 Save the Wolves! $0.50 donation La Mascota Cabernet Sauvignon 750 Award Fetzer Cabernet Sauvignon 750 Fetzer Treasure Hunt - Instagram Hardys Stamp Series Shiraz/Cabernet 750 Wine Align Award Lot No. 40 Single Copper Pot Still Canadian Whsky 750 Accolades Villa Wolf Riesling 750 Save the Wolves! $0.50 donation Rekorderlig Wild Berries Cider 500 Beautifully Swedish Chateau Tour Carmail, Haut Medoc Aoc 750 Perfect Pairings Gooderham & Worts Canadian Whisky 750 Accolades Giffard Creme De Violette 700 Cocktail Giffard Lichi Li 700 Cocktail recipe Cupcake Black Forest Decadent Red 750 Cheese Pairing McGuinness Butterscotch 750 Holiday Recipe Booklet Frontera Sauvignon Blanc 750 New Product Negrar Garganega Verona Igt 750 New to LCBO McGuinness Triple Sec 750 Holiday Recipe Booklet McGuinness Blue Curacao 750 Holiday Recipe Booklet SOLD SPACE PROGRAM Marketing & Product Guide 199

202 Give Share Enjoy SOLD SPACE PROGRAM 200 Period 9

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