Period 01 Marketing & Product Guide

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3 Period 01 Marketing & Product Guide French Languages Service Act (FLSA) 2 Seasonal Signage Gallery 3 Promotional Signage 7 End Aisle #1 Beer 8 On Shelf 11 Advertising 15 Blue Jays Block Pile 23 Spirits Sold Program 25 Rosé Program 27 Deal of the Week 29 More Food & Drink 35 Food & Drink Table 37 Special Promotions Fixture 43 Mini Thematic 47 Gifting 51 Front End Merchandiser 59 Spirited Pick 63 Seasonal & New Product Fixture Program 65 Social Responsibility Signage 69 Exterior Springer Sign 75 Shopping Cart Sign 77 Bonus AIR MILES reward miles 79 Wine Fridge 81 Whisky Shop 83 Ontario Wine Programs 85 Beer Programs 97 Vintages 107 Enhanced Trade Tasting Program 111 Participating Stores 115 Sold Space Program 123

4 French Languages Services Act (FLSA) no changes from last period 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. hello SUNSHINE 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, 185, 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 Merchandising Instructions Please alternate between English, IMAGE, and French versions of the Signage. End Aisle Generic Backer Card English Version End Aisle Generic Backer Card French Version Window Show Card English Version Window Show Card French Version 2 Period 01

5 Seasonal Signage Gallery All Seasonal Signage components are available for re-order using their corresponding re-order numbers. If a sign component is missing or damaged, please call or toll and quote the re-order number provided in this guide. Please have a copy of this Marketing & Product Guide on hand for reference. Thank you. Music CD Re-order# DMS-MusicCD We would like to hear your comments about this Period s music. Please provide your feedback to hellolcbo. Marketing & Product Guide 3

6 Signage Gallery no changes from last period hello SUNSHINE Exterior Banners SEASONAL SIGNAGE PERIOD 13 2 Re-order# S1317-EXB-127 English Exterior Transparency Re-order# S1317-TRN-138 English Power Aisle Banners Re-order# S1317-EXB-128 Lifestyle Re-order# S1317-TRN-139 Lifestyle Re-order# S1317-EXB-130 French Re-order# S1317-PAB-121 English Re-order# S1317-PAB-121 Lifestyle Re-order# S1317-PAB-123 French 4 Period 01

7 hello SUNSHINE no changes from last period Signage Gallery Perimeter Banner Re-order# S1317-PRB-118 English Re-order# S1317-TRN-132 English Re-order# S1317-PRB-118 Lifestyle Perimeter Transparency Square Re-order# S1317-TRN-133 Lifestyle Perimeter Transparency Vertical Re-order# S1317-PRB-120 French Perimeter Transparency Horizontal Re-order# S1317-TRN-135 English Re-order# S1317-TRN-136 Lifestyle SEASONAL SIGNAGE PERIOD 13 2 Re-order# S1317-TRN-141 English Re-order# S1317-TRN-142 Lifestyle Marketing & Product Guide 5

8 Signage Gallery no changes from last period hello SUNSHINE Window Show Cards SEASONAL SIGNAGE PERIOD 13 2 Re-order# S1317-WSC-124 English 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# S1317-TBS-126 Lifestyle Seasonal Banner Insert Dimensions: 20 w x 70 h Install: In the Thematic Banner Stand (store entrance). Re-order# S1317-SBI-131 English Re-order# S1317-WSC-124 Lifestyle Beer Fridge Poster Dimensions: 22 ¾ w x 53 ¾ h NOTE: This sign is for Store 486 Beer Fridge ONLY. Re-order# S1317-WSC-125 French Re-order# DMS-S1317-BFP-144 Lifestyle 6 Period 01

9 Promotional Signage Gallery Key Dates Install: March 26, 2017 Take Down: April 23, 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, 185, 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, 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, 671, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 7

10 End Aisle #1 Game Night-NHL & Molson hello SUNSHINE End Aisle #1 Game Night-NHL & Molson To drive Beer sales, starting Period 1, End Aisle #1 is now dedicated to promote Beer products. For this promotion, we ll be highlighting Molson Canadian products as the beverage of choice for watching the NHL playoffs. Contest Details: Customers could win* a framed collection of replica Stanley Cup Trophies. Enter at molsoncanadian.ca Promotional disclaimer: *Must be 19 years of age or older. No purchase necessary. Skill testing question applies. Thirty (30) prizes (framed set of replica stanley cup trophies) are availailable to be won, worth approx. $ CDN each. Contest ends at 11:59pm (ET) on June 30, 2017 (the entry deadline ). For full contest details visit: END AISLE #1 BEER Participating Products LCBO# Description Format Support Program Molson Canadian 6 x 341 ml Value Add Molson Canadian 6 x 355 ml LTO $ Molson Canadian 6 x 473 ml GAME NIGHT STARTS HERE. NHL, THE NHL SHIELD, AND THE WORD MARK AND IMAGE OF THE STANLEY CUP ARE REGISTERED TRADEMARKS AND THE STANLEY CUP 125TH ANNIVERSARY LOGO IS A TRADEMARK OF THE NATIONAL HOCKEY LEAGUE. NHL ALL RIGHTS RESERVED. End Aisle #1 Backer Card EA1 Take Down Date: April 24, P1 Beer MT EA1 End Aisle Backer Card 30w x 24h.indd :31 AM 8 Period 01

11 NHL, THE NHL SHIELD, AND THE WORD MARK AND IMAGE OF THE STANLEY CUP ARE REGISTERED TRADEMARKS AND THE STANLEY CUP 125TH ANNIVERSARY LOGO IS A TRADEMARK OF THE NATIONAL HOCKEY LEAGUE. NHL ALL RIGHTS RESERVED P1 Beer MT EA1 End Aisle Backer Card 30w x 24h.indd :31 AM Prices subject to change without notice. Price offers in effect until March 26, Prices subject to change without notice. Price offers in effect until March 26, Prices subject to change without notice. Price offers in effect until March 26, Prices subject to change without notice. Price offers in effect until March 26, Prices subject to change without notice. Price offers in effect until March 26, Prices subject to change without notice. Price offers in effect until March 26, EA6 Take Down Date: XXXXXXXXXX Prices subject to change without notice. Price offers in effect until March 26, Prices subject to change without notice. Price offers in effect until March 26, hello SUNSHINE Promotional Signage End Aisle Backer Cards End Aisle 1-10 Products End Aisle Product 1 Molson Canadian 6PK-B / 6 Pack-C / 6 Pack-TC 2 Bolla Pinot Grigio delle Venezie IGT 750 ml / Jackson-Triggs Merlot 750 ml / Jackson-Triggs Sauvignon Blanc 1500 ml 3 Gabbiano Chianti Classico DOCG 750 ml / Luccarelli Primitivo Puglia IGT 750 ml / Jackson-Triggs Cabernet Sauvignon Bag in Box 4000 ml 4 Freixenet Cordon Negro Brut Cava 750 ml / Epica Red 750 ml / French Cross Pinot Grigio Bag in Box 4000 ml 5 Bacardi Superior / Bacardi Gold Rum / Bacardi Limon 750 ml 6 Yellow Tail Shiraz / Pelee Island Monarch Red VQA / Frescobaldi Castiglioni Chianti DOCG 750 ml 7 Absolut Vodka 750 ml /1140 ml /1750 ml 8 Les Jamelles Merlot 750 ml / Woodbridge By Robert Mondavi Cabernet Sauvignon 750 ml / French Cross Cabernet Merlot Bag in Box 4000 ml 9 Jose Cuervo Especial Silver 750 ml / Jose Cuervo Especial Gold 750 ml / Jose Cuervo Especial Gold Tequila 1140 ml 10 Ghost Pines Merlot / Sandbank Pinot Grigio VQA / Masi Campofiorin IGT 750 ml End Aisle 1-10 Backer Cards END AISLES 1 10 End Aisle 1 P0118-BCS-001 GAME NIGHT STARTS HERE. End Aisle 5 P0118-BCS-005 Lemon juice Simple syrup Rum REPLACE WITH HI RES Lemon grass End Aisle 9 P0118-BCS-009 Bangkok Lemonade MIX WITH Bacardi, lemon grass, simple syrup, lemon juice and coconut water Coconut water Tequila Shade End Aisle 2 P0118-BCS EA1 Take Down Date: April 24, 2017 Ideal with WILD MUSHROOM AND SPRING PEA STROGANOFF SAVE $2.00 SAVE $2.00 REPLACE WITH HI RES End Aisle 6 P0118-BCS EA5 Take Down Date: XXXXXXXXXX Pairs with LAMB BURGER WITH ARUGULA PESTO SAVE $1.00 SAVE $2.00 REPLACE WITH HI RES End Aisle 10 P0118-BCS-010 SAVE $2.00 SAVE $1.00 End Aisle 3 P0118-BCS EA2 Take Down Date: XXXXXXXXXX BRAZILIAN BEEF KEBABS SAVE $3.00 Pairs with REPLACE WITH HI RES End Aisle 7 P0118-BCS-007 Tomato juice Lemon juice Vodka REPLACE WITH HI RES Thai basil SAVE $1.00 Thai Mary SAVE $3.00 MIX WITH Absolut Vodka, Tabasco, tomato juice and fresh Thai basil Tabasco Pepper End Aisle 4 P0118-BCS-004 SAVE $ EA3 Take Down Date: XXXXXXXXXX SAVE $2.75 Match with MARINATED FETA WITH ZAHTAR AND CHIVES SAVE $3.00 REPLACE WITH HI RES End Aisle 8 P0118-BCS EA7 Take Down Date: XXXXXXXXXX SAVE $2.00 Pairs with SAVE $2.00 SAVE $3.00 REPLACE WITH HI RES GRILLED LAMB RACKS WITH A HERB CRUST END AISLE 1-10 BACKER CARDS EA8 Take Down Date: XXXXXXXXXX EA4 Take Down Date: XXXXXXXXXX MIX WITH Jose Cuervo, lime juice, mango juice and cilantro Lime juice Tequila REPLACE WITH HI RES Mango juice Cilantro EA9 Take Down Date: XXXXXXXXXX Marketing & Product Guide 9

12 Promotional Signage End Aisle Backer Cards hello SUNSHINE End Aisle Products End Aisle Product 11 Canadian Club Premium 750 ml / 1140 ml / 1750 ml 12 Grey Goose Cherry Noir 750 ml / Grey Goose Le Citron 750 ml / Grey Goose Vodka L Orange 750 ml 13 Crown Royal 750 ml / Crown Royal Apple 750 ml / Crown Royal 1750 ml 14 Latour Chardonnay Bourgogne 750 ml / Sandbanks Estate Dunes White VQA 750 ml / Lindemans Bin 65 Chardonnay 750 ml 15 Yvon Mau Merlot Vdp 750 ml / Black Cellar Shiraz Cabernet 1500 ml / Gentleman s Collection Cabernet Sauvignon 750 ml 16 Jim Beam White Label Bourbon 750 ml / Jim Beam Black Kentucky Bourbon Aged 6 Years 750 ml / Jim Beam Apple 750 ml END AISLE BACKER CARDS 17 Iceberg Vodka 750 ml / 1140 ml / 1750 ml 18 Fuzion Organic Malbec Cabernet 750 ml / 35 South Cabernet Sauvignon Merlot Organic 750 ml / Las Mulas Cabernet Sauvignon Reserva Organic 750 ml 19 Bouchard Pere & Fils Macon-Lugny St-Pierre 750 ml / Sandbanks Riesling VQA 750 ml / Ruffino Lumina Pinot Grigio Igt 750 ml 20 Ruffino Chianti 750 ml / Cave Spring Gamay VQA 750 ml / Angels Gate Sussreserve Riesling VQA 750 ml End Aisle Backer Cards (End Aisles 11-20) )(no changes from last period) Generic Backer Cards (Text) Re-order# S1317-BCG-011 Please rotate between hello SUNSHINE and the lifestyle image Generic Backer Cards (Lifestyle) Re-order# S1317-BCG-012 LTO & BAM Stickers In the unlikely event that an LTO or BAM offer changes after the backer cards have printed, stores will be required to make the appropriate updates. Place the sticker over the SAVE/BAM image that is printed on the backer card. Re-order Codes English: DMS-ENGSTICKER Bilingual: DMS-BILSTICKER 10 Period 01

13 On Shelf Key Dates LTO Start: March 27, 2017 Take Down: April 24, 2017 Key Dates BAM Start: March 26, 2017 Take Down: April 23, 2017 Key Dates No Offer Start: March 26, 2017 Take Down: April 23, 2017 Marketing & Product Guide 11

14 On Shelf hello SUNSHINE Location On Shelf Message Branded Pre-printed Shelf Talkers EA 1-20 (Set of 60) Component Specifications Re-order# Images Shelf Talkers DMS-P0118-ONS-052 6½ w x 1¾ h On Shelf Regular Program Pre-printed Extender Strips 65 versions Extender Strips 12 w x 2½ h DMS-P0118-ONS-053 On Shelf Community Program Pre-printed Extender Strips 10 versions Extender Strips 12 w x 2½ h DMS-P0118-ONS-054 On Shelf Discovery Program Pre-printed Extender Strips 9 versions Extender Strips 12 w x 2½ h DMS-P0118-ONS-055 Cut Cases Generic Blank Pricer Cards (50 per bundle) Pricer Cards 8 w x 7 h DMS-P0118-ONS-056 On Shelf Generic Blank Extender Strips (15 per bundle) Extender Strips 12 w x 2½ h DMS-P0118-ONS-057 On Shelf Blank Bin Tags for General Use (25 per bundle) Bin Tags 6 w x 1¾ h Central Supply Shopping Cart# Period 01

15 On Shelf Location Message On Shelf More Miles! Shelf Talkers Pre-Printed (BAM Program) (3 versions) Component Specifications Re-Order# Images 6½ w x 1¾ h English/No Price DMS-P0118-ONS-059 On Shelf Shari s Pick Shelf Talkers Pre-Printed (IMAGE Program) (6 versions) 6½ w x 1¾ h Price/No Price DMS-P0118-ONS-060 On Shelf Deal of the Week Shelf Talkers Pre-Printed (IMAGE Program) (4 versions) 6½ w x 1¾ h Bilingual/No Price DMS-P0118-ONS-061 On Shelf SAVE Shelf Talkers Pre-Printed (Limited Time Offer Program) 6½ w x 1¾ h English/Price English/No Price DMS-P0118-ONS-062 On Shelf SAVE/ ÉPARGNEZ Shelf Talkers Pre-Printed (Limited Time Offer Program) 6½ w x 1¾ h Bilingual/Price Bilingual/No Price DMS-P0118-ONS-063 On Shelf Bonus AIR MILES Shelf Talker Pre-Printed (Bonus AIR MILES Program) 6½ w x 1¾ h English/Price English/No Price DMS-P0118-ONS-064 On Shelf BONUS AIR MILES reward miles de récompense AIR MILES in prime Shelf Talkers Pre-Printed (Bonus AIR MILES Program) 6½ w x 1¾ h Bilingual/Price Bilingual/No Price DMS-P0118-ONS-065 On Shelf NEW Shelf Talkers Pre-Printed (New Product Program) 6½ w x 1¾ h English/Price English/No Price DMS-P0118-ONS-066 On Shelf NEW/NOUVEAU Shelf Talkers Pre-Printed (New Product Program) 6½ w x 1¾ h Bilingual/Price Bilingual/No Price DMS-P0118-ONS-067 On Shelf In The Spotlight Shelf Talkers Pre-Printed (IMAGE Program) 6½ w x 1¾ h English/Price English/No Price DMS-P0118-ONS-068 Marketing & Product Guide 13

16 On Shelf hello SUNSHINE Location Message On Shelf In The Spotlight/EN VEDETTE Shelf Talkers Pre-Printed (IMAGE Program) Component Specifications Re-Order# Images 6½ w x 1¾ h Bilingual/Price Bilingual/No Price DMS-P0118-ONS-069 On Shelf Go Green Extender Pre-printed Extender Strips 1 version Extender Strips 12 w x 2½ h Price/No Price DMS-P0118-ONS Period 01

17 Advertising Enhanced Guide Radio AIR e-blast Marketing & Product Guide 15

18 Advertising hello SUNSHINE Period 1 Shopping Guide The Enhanced Guide features all the key programs taking place this promotional turn by way of product highlights. This includes features on the Cocktail of the Month, Gifting, Shari s Picks, New & Now, Our Picks - Wine, Spirits, and Beer, Products of the World, More F&D, Local VQA, Vintages, BAM, and LTO. Publications & Insertion Dates Publication Insertion Date Ottawa Sun Wednesday, March 29, 2017 Barrie Examiner National Post Ottawa Thursday, March 30, 2017 National Post Toronto Kingston Whig Standard Ottawa Citizen Friday, March 31, 2017 St Catharine Standard Toronto Sun Hamilton Spectator Kitchener Waterloo Record London Free Press Globe and Mail - Ottawa Thunder Bay Chronicle Journal Saturday, April 1, 2017 Toronto Star (SUBs) Toronto Star (SCS) Globe and Mail Toronto Windsor Star 16 Period 01

19 Advertising Period 1 Shopping Guide Participating Products LCBO # Description Format Aperol 750 ml Jacob's Creek Moscato Rosé 750 ml Ruffino Lumina Pinot Grigio Igt 750 ml Henkell Trocken 750 ml Dillon's Small Batch Distillers Cherry Gin 375 ml Creekside Cabernet Merlot VQA 750 ml Muskoka Mad Tom IPA 6 x 355 ml La Belle Angele Merlot Vdfrance 750 ml Volo Biou Grenache Vin De Pays D'Oc 750 ml Marius Rouge Pays D'Oc 750 ml XOXO Fruit Flavoured Red Wine 750 ml XOXO Fruit Flavoured White Wine 750 ml Girls' Night Out Mimosa 750 ml Pale Rider 473 ml Charlie Wells Dry Hopped Lager 500 ml Capo Capo 750 ml Coconut Tequila 750 ml Old Camp Peach Peccan Liqueur 750 ml Malfy Gin 750 ml Deep Eddy Peach Vodka 750 ml Twisted Tea Iced Tea Original 473 ml Jacob's Creek Moscato Rosé Sparkling 750 ml Colio Blush 1500 ml 166 Sogrape Mateus Rosé 750 ml Molson Canadian 6 x 341 ml Molson Canadian 6 x 355 ml Molson Canadian 6 x 473 ml Boodles Gin 750 ml Woodford Reserve Distiller's Select Bourbon 750 ml Cazadores Reposado Tequila 750 ml Spy Valley Satellite Sauvignon Blanc ml Stiegl Grapefruit Radler 500 ml Hoegaarden 6 x 330 ml Collective Arts Saint Of Circumstance 473 ml Maker's Mark Kentucky Bourbon 750 ml Sandeman Late Bottled Vintage Port 750 ml Lustau Dry Olorososolera Don Nuno 750 ml Graham's 10 Year Old Tawny Port 750 ml Tio Pepe Extra Dry Fino Sherry 750 ml Thirty Bench Winemaker's Blend Riesling 750 ml Marketing & Product Guide 17

20 Advertising hello SUNSHINE LCBO # Description Format Marques de Riscal Rueda 750 ml Cave Spring Blanc de Blancs 750 ml Flat Rock Good Kharma Chardonnay VQA 750 ml 1545 Flat Rock Cellars Pinot Noir 750 ml Lily Sparkling Wine VQA 750 ml Cave Spring Dry Rosé VQA 750 ml Sandbanks Riesling-Gewurztraminer VQA 750 ml Henry of Pelham Baco Noir VQA 750 ml Charles Smith Substance Cabernet Sauvignon 750 ml Tornatore Etna Rosso 750 ml Beringer Chardonnay 750 ml Belvedere Pure Vodka 1750 ml Canadian Club Premium 1750 ml Alberta Pure Vodka (P.E.T) 1750 ml Victoria Gin 750 ml Alberta Premium Whisky 1140 ml St Remy VSOP (P.E.T.) 1750 ml The Famous Grouse 1140 ml Sauza Gold Tequila 750 ml Wakefield Shiraz 750 ml Carmen Gran Reserva Cabernet 750 ml Lakeview Cellars Vidal Icewine 200 ml Forty Creek Barrel Select 750 ml Rocca delle Macie Chianti Riserva 750 ml LAN Crianza 750 ml Pasqua Pinot Grigio Delle Venezie 1500 ml Fat Bastard Merlot Vdp 750 ml Distillery Root Beer 6 x 341 ml James Ready x 473 ml Dos Equis Lager 473 ml Great Lakes Pompous Ass 473 ml Creemore Springs Lot 9 Pilsner 473 ml Legendary Oddity 473 ml Patron Silver Tequila 750 ml Crown Royal 1750 ml 1925 Courvoisier VS 750 ml Jose Cuervo Especial Gold Tequila 1140 ml Grey Goose Vodka L'Orange 750 ml Stags' Leap Winery Cabernet Sauvignon 750 ml The Kraken Black Spiced Rum 1140 ml Disaronno Originale Amaretto 1140 ml 18 Period 01

21 Advertising LCBO # Description Format Canadian Club Classic 12 Year Old 1140 ml Beatties Farm Crafted Vodka 750 ml Tito's Handmade Vodka 750 ml 3558 Gibson's Finest Rare 12 Years Old 750 ml Crown Royal Apple 750 ml Deep Eddy Ruby Red Vodka 750 ml Brugal Anejo 750 ml Guinness Draught 8 x 440 ml Foreign Affair The Conspiracy 750 ml Cesari Mara Valpolicella Ripass Superiore Doc 750 ml Oyster Bay Chardonnay 750 ml Beringer Founders Estate Cabernet Sauvignon 750 ml Gabbiano Chianti Classico Docg 750 ml French Cross Dry White 1500 ml 18 Heineken Lager 6 x 330 ml Coors Light 6 x 473 ml Moosehead Lager 6 x 473 ml Henry Of Pelham Sauvignon Blanc VQA 750 ml Inniskillin Late Autumn Riesling VQA 750 ml Smirnoff Ice 6 x 355 ml Ruffino Lumina Pinot Grigio Igt 750 ml Vodka Mudshake Orange Cream 4 x 270 ml Epica Red 750 ml Las Mulas Cabernet Sauvignon Reserva Organic 750 ml Breezer Tropical Orange Smoothie 1000 ml Amsterdam Boneshaker TC 473 ml Marketing & Product Guide 19

22 Advertising hello SUNSHINE Period 1 Easter Super Sale FSI This year Easter long weekend we are offering our customers some BIG savings. We will be featuring 10 products on a limited time offer from April These special LTO prices are valid in ALL stores while supplies last. Participating Products: LCBO# Description Format SAVE Georges Duboeuf Beaujolais- 750 ml $3.00 Villages 2691 Tanqueray Gin 750 ml $ Mott's Clamato Caesar 6 x 341 ml $2.50 Original El Jimador Reposado 1140ml $ Villa Maria Private Bin Pinot 750 ml $3.00 Noir Raymond Classic Chardonnay 750 ml $ Chloe Chardonnay 750 ml $ Beringer Founders Estate 750 ml $3.00 Cabernet Sauvignon Santa Carolina Reserva De 750 ml $4.00 Familia Cabernet Sauvignon E. Guigal Côtes du Rhône 750 ml $ Period 01

23 hello SUNSHINE Advertising Publications & Insertion Dates Publication Insertion Date Peterborough This Week Ottawa Citizen Wednesday, April 12, 2017 Ottawa Sun Toronto Sun Toronto Star Sault Ste. Marie Star St. Catharine's Standard (TMC) Timmins Daily Press Kenora Daily News Thunder Bay Chronicle Journal Windsor Star Barrie Examiner Chatham This Week Belleville News Brampton Guardian Burlington Post Central Hastings News Thursday, April 13, 2017 Clarington This Week Guelph Tribune Hamilton Spectator Kitchener Waterloo Record (TMC) London Community News Markham Economist Mississauga News Newmarket/Aurora Era Banner Oakville Beaver Oshawa This Week Quinte News Richmond Hill Liberal Kingston This Week/ Frontenac This Week London Free Press North Bay Nugget Sudbury Star Friday, April 14, 2017 Marketing & Product Guide 21

24 Advertising hello SUNSHINE Radio There will be 4 radio spots during Period 1. LCBO# Description Format Save Duration Bacardi Oakheart Spiced Rum 750 ml $3.20 Week 1 (March 30 - April 5, 2017) J.P Wiser s Double Still 750 ml $3.70 Week 2 (April 6 - April 12, 2017) Georges Duboeuf Beaujolais-Villages 750 ml $3.00 Week 3 (April 13 - April 19, 2017) 117 Bacardi Superior 750 ml $1.00 Week 4 (April 20 - April 26, 2017) Digital Advertising The following products will be promoted during Period 1. LCBO# Description Format Sandbanks Riesling VQA 750 ml Epica Red 750 ml Les Jamelles Merlot 750 ml AIR MILES e-blast There will be AIR MILES e-blast promoting the following products during the Holiday season. LCBO# Description Size Offer e-blast Date Banrock Station Pink Moscato Rose 750 ml 7 BAMS March 30, Pasqua Pinot Grigio 1500 ml 15 BAMS April 13, Period 01

25 Blue Jays Block Pile Program (P1 - P2) This is a sold program. Participation is mandatory. Key Dates Install: March 26, 2017 Take Down: May 20, 2017 Participating Stores 1, 10, 15, 21, 22, 23, 27, 31, 33, 34, 35, 36, 38, 41, 44, 47, 49, 55, 58, 63, 70, 72, 73, 74, 82, 85, 93, 95, 101, 106, 115, 130, 132, 145, 148, 153, 156, 160, 166, 168, 171, 183, 185, 187, 188, 190, 195, 198, 199, 200, 201, 209, 212, 217, 221, 226, 227, 228, 233, 242, 243, 249, 250, 252, 253, 255, 263, 265, 268, 278, 279, 286, 288, 298, 300, 310, 312, 325, 326, 329, 334, 343, 344, 346, 351, 355, 359, 360, 361, 362, 367, 373, 378, 381, 382, 383, 385, 386, 388, 390, 392, 393, 394, 397, 398, 400, 401, 404, 407, 408, 411, 412, 416, 417, 418, 427, 428, 431, 432, 438, 443, 444, 445, 452, 459, 470, 481, 485, 490, 491, 495, 497, 499, 501, 509, 511, 517, 518, 522, 523, 536, 539, 540, 542, 544, 545, 549, 553, 554, 556, 564, 566, 568, 569, 572, 573, 575, 579, 584, 586, 587, 590, 593, 599, 602, 605, 609, 616, 617, 619, 623, 624, 630, 631, 632, 634, 635, 641, 642, 649, 652, 694, 702, 703, 706, 771, 776 Marketing & Product Guide 23

26 Blue Jays Block Pile Program hello SUNSHINE Overview Let s Go Blue Jays! With start of the baseball season comes excitement from sports fans around the province. To capitalize on this event, select stores are required to build a Blue Jays Block pile display featuring products from Jays sponsors Labatt and Bacardi. This promotion is supplier-funded program and participation is mandatory. This program runs Period 1 to Period 2. Participating stores will receive new pricer cards and shelf talker in Period 2. Participating Products Period 1 LCBO# Description Format Offer Bacardi Superior Glass - Blue 1140 ml Jays Branded Rock Glass Bacardi Gold 1140 ml $1.00 LTO Oakheart & Cola 473 ml Budweiser 750 ml Budweiser 6 x 473 ml $1.00 LTO Bud Light 6 x 473 ml Period 2 LCBO# Description Format Offer Bacardi Limon - Jays Branded 750 ml Acrylic Pitcher Oakheart - Jays Branded 750 ml Acrylic Pitcher Oakheart & Ginger 473mL Budweiser 750 ml $0.20 LTO Budweiser 6 x 473 ml Bud Light 6 x 473 ml Signage Signage kit reorder# DMS-P0118-BPP-034 Pole Topper Sign Riser Wrap Preprinted Pricer Card Shelf Talkers Merchandising Instructions: Please order the required products as it will not be force shipped. Use the pole topper sign and riser wrap to build a block pile display (near the front of the store) with the participating products. Merchandise the pricer cards in front of the corresponding products. 24 Period 01

27 NEW! Spirits Sold Program This is a sold program. Participation is mandatory. Key Dates Install: March 26, 2017 Take Down: April 22, 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 25

28 Spirits Sold Program hello SUNSHINE Overview We are pleased to announce the launch of a new Spirits Supplier-sold program, which 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. The Spirits Sold Program Display will encourage cross-category shopping. Key Dates Start Date: March 26, 2017 End Date: April 22, 2017 Participating Product LCBO# Description Format Offer Cocktail Recipe Captain Morgan Spiced Rum 375 ml $1.00 LTO Pomegranate Cooler Signage Signage kit reorder# DMS-P0118-SP-161 Mini Backer Card Pricer Card Riser Wrap Neck Tags 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. Install the neck tags on the participating product (bottle formats only). Example of the display 26 Period 01

29 Rosé Program This is not a sold space program. All participating stores will be forced products. Not all stores will receive all products as the force list does not necessarily go to those stores. The participating products are not to be merchandised on shelf and the 1-in/1-out rule does not apply. Products will also be excluded from the actual SKU count on the Flash Report and should not be included on the Backroom Tracker. Do not delist the products that are forced. They will be corporately delisted at the end of Period 7. Key Dates Install: March 27, 2017 Take Down: October 7, 2017 Participating Stores 1, 3, 4, 5, 6, 7, 8, 9, 10, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36, 38, 39, 40, 41, 42, 44, 45, 47, 48, 49, 51, 53, 54, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64, 65, 70, 71, 72, 73, 74, 77, 78, 79, 80, 81, 82, 83, 85, 88, 91, 93, 94, 95, 96, 97, 98, 99, 101, 102, 103, 105, 106, 107, 109, 113, 115, 116, 119, 123, 124, 125, 128, 130, 132, 135, 136, 140, 143, 144, 145, 148, 149, 153, 154, 156, 157, 158, 160, 163, 164, 165, 166, 167, 168, 169, 171, 174, 175, 178, 179, 181, 182, 183, 185, 186, 187, 190, 191, 192, 193, 194, 195, 196, 197, 198, 199, 200, 201, 202, 205, 207, 208, 209, 210, 211, 212, 214, 216, 217, 218, 219, 221, 222, 223, 225, 226, 227, 228, 229, 231, 232, 233, 234, 236, 237, 238, 239, 242, 243, 244, 246, 247, 248, 249, 250, 251, 252, 253, 254, 255, 258, 259, 260, 261, 263, 264, 265, 266, 268, 269, 270, 273, 275, 276, 277, 278, 279, 281, 284, 286, 287, 288, 289, 293, 295, 297, 298, 299, 300, 301, 302, 305, 306, 310, 311, 312, 313, 314, 316, 318, 320, 321, 323, 324, 325, 326, 327, 329, 330, 331, 334, 340, 341, 343, 344, 345, 346, 348, 349, 351, 353, 354, 355, 359, 360, 361, 362, 363, 364, 366, 367, 368, 369, 370, 371, 373, 374, 378, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 395, 397, 398, 399, 400, 401, 402, 403, 404, 406, 407, 408, 411, 412, 414, 415, 416, 417, 418, 419, 423, 425, 426, 427, 428, 429, 430, 431, 432, 434, 435, 436, 437, 438, 440, 441, 443, 444, 445, 446, 449, 450, 452, 453, 454, 456, 457, 458, 459, 461, 462, 465, 467, 468, 469, 470, 473, 474, 475, 477, 479, 481, 482, 483, 484, 485, 486, 490, 491, 492, 494, 495, 496, 497, 499, 500, 502, 504, 505, 509, 511, 516, 517, 518, 519, 521, 522, 523, 526, 527, 528, 529, 532, 533, 534, 536, 537, 539, 540, 542, 544, 545, 546, 549, 550, 551, 552, 553, 554, 555, 556, 559, 560, 561, 563, 56 4, 566, 568, 569, 572, 573, 575, 578, 579, 580, 582, 584, 586, 587, 589, 590, 593, 594, 599, 601, 605, 609, 612, 614, 617, 618, 619, 621, 623, 624, 626, 627, 629, 630, 631, 632, 633, 634, 635, 637, 638, 639, 640, 641, 642, 643, 644, 645, 646, 649, 650, 651, 652, 653, 654, 655, 657, 658, 677, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 27

30 Rosé Program Overview This year s Rosé program is a collection of 27 products of which 11 products are new to the LCBO. These wines cover a range of style profiles and sweetness levels (extra dry to sweet), as well as price points from $7.95 $ Whether to enjoy with grilled fare, mixed in a cocktail or wrapped for a hostess gift, there s a Rosé for every taste and budget. Please maintain your Rosé display from Period 1 until the end of Period 7. hello SUNSHINE Merchandising Instructions Seasonal & New Product Fixture Stores participating in the Seasonal Rosé Program should merchandise products (minimum of 3 facings each) on the Seasonal & New Product Fixture using the It s Rosé Season box sign. Wine Fridges From Period 1-7, stores should use assigned space within their Wine Fridge to merchandise up to 12 seasonal Rosé products. Participating Products LCBO# Description Size Food Pairing Folonari Pink Pinot Grigio Venezia Igt 750 ml Chicken Sibling Rivalry Pink VQA 750 ml Burgers Campo Viejo Rioja Tempranillo Rosé Rioja Doc 750 ml Pasta dishes Terres De Saint Louis Rosé Varois En Prv Aoc 750 ml Chicken L'Orangeraie Rosé Pays D'Oc 750 ml Shrimp Pink House Wine Co. Chardonnay Merlot VQA 750 ml Grilled Chicken Trius Rose VQA 750 ml Grilled Vegetables Sogrape Gazela Vinho Verde Rosé 750 ml Seafood Giovello Rosé Venezia Igt 750 ml White Meat Astica Malbec Rosé 750 ml Fish Radio Boka Rosé Vdt Castilla 750 ml Fruit Salads Casillero Del Diablo Reserva Shiraz Rosé 750 ml Salty Snacks Lafage Miraflors Rosé Cotes Du Roussillon 750 ml Fish Jp Azitao Shiraz Rosé Bachalhoa 750 ml Salads Francois Dulac Cotes De Provence 750 ml Salads Jacob's Creek Le Petit Rosé 750 ml Seafood Matua Pinot Noir Rosé 750 ml Mango Salad La Vue Grenache Rosé 750 ml White Fish De Morgenzon Garden Vineyards Rosé 750 ml Salmon Pink Gecko Coteaux Varois En Provence 750 ml Shellfish Perrin La Vieille Ferme Rosé Ventoux Aoc 750 ml Sandwich Open Rosé VQA 750 ml Spicy Appetizers Sandbanks Rosé VQA 750 ml BBQ Chicken Skinnygrape Rosé 750 ml Light Salads Cotton Candy Rosé 750 ml Fruit Salad Mcguigan Black Label Rosé 750 ml Fish Princess Butterfly Moscato Rosé 750 ml Friut Signage Components Shelf Talkers English DMS-P0117-STR-345 Bilingual DMS-P0117-STR Period 01

31 Deal of the Week This is a sold program. Participation is mandatory. Important Note about Inventory Participating Deal of the Week locations, will be centrally shipped a customized volume of cases based on historical sales. Locations that have the sku listed, but may not have the deal of the week display, may also be forced product to support the discount in their local market. The forces will be communicated to retail via Retail Admin and SMi Update, at least 3 weeks in advance of the promotion and will arrive in advance of the promotional turn. If you feel your store requires more inventory to support the program than your force, you are encouraged to place orders for more cases from your supplying warehouse. 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, 185, 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, 658, 661, 667, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 29

32 BOLD & SPICY ml Valid until April 6, Price subject to change without notice. While supplies last. Week1 March 30 - April 5, 2017 V1 BROWN SPIRITS REG $28.95 Valid until April 5, Price subject to change without notice. While supplies last. Deal of the Week participation is mandatory hello SUNSHINE 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 DEAL OF THE WEEK MANDATORY PARTICIPATION Key Dates Week Install Take Down (End of Day) 1 March 30, 2017 April 5, April 6, 2017 April 12, April 13, 2017 April 19, April 20, 2017 April 26, 2017 Signage Components & Re-ordering Stores will be provided with a signage kit. Signage will be available for re-order. Pricer Cards (English) (4 Versions) Re-order# DMS-P0118-DOW-025 Shelf Talkers (4 versions) Re-order# DMS-P0118-ONS-061 Banner Inserts (English & Bilingual) (4 versions) Please see Merchandising Instructions for re-order codes. Week 1: March 30 April 5, 2017 LCBO# Description Size LTO Bacardi Oakheart Spiced Rum 750 ml $3.20 Merchandising Instructions Merchandise the Bacardi Oakheart Spiced Rum sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. Value Add Banner Insert Re-order Codes: English: P0118-DOW-013 Bilingual: P0118-DOW-019 Banner Insert Re-order Codes: English: P0118-DOW-017 Bilingual: P0118-DOW-023 Value Add Participating stores will be provided with Blue Jays Mini Jersey that are free with purchase of Bacardi Oakheart Spiced Rum 750 ml. Stores are to merchandise the value add beside the product so it is easily seen by customers. If your store runs out of the Bacardi Oakheart Spiced Rum, please change to the nonvalue add version of the Deal of the Week Display. SAVE BIG THIS WEEK Take Down: April 6, 2017 SAVE BIG THIS WEEK BACARDI OAKHEART SPICED RUM This big-hearted release brims with bold flavours and a seam of spice. Find vanilla, cinnamon, caramel and a slight smokiness on the palate. SAVE $3.20 NOW $25.75 BOLD & SPICY BACARDI OAKHEART SPICED RUM REG $28.95 NOW $ ml Shelf Talker SAVE $ BROWN SPIRITS Take Down: April 6, Period Pricer Card

33 MEDIUM & SPICY FRUITY ml Valid until April 13, Price subject to change without notice. While supplies last D 4g/L 750 ml Valid until April 20, Price subject to change without notice. While supplies last. Week2 April 6 - April 12, 2017 V2 BROWN SPIRITS REG $29.95 Week3 April 13 - April 19, 2017 V3 EUROPEAN WINES REG $13.95 Valid until April 12, Price subject to change without notice. While supplies last. Valid until April 19, Price subject to change without notice. While supplies last. Deal of the Week participation is mandatory Week 2: April 6 April 12, 2017 LCBO# Description Size LTO J.P Wiser s Double Still 750 ml $3.70 Merchandising Instructions Remove the Bacardi Oakheart Spiced Rum sign and merchandise the J.P Wiser s Double Still 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: P0118-DOW-014 Bilingual: P0118-DOW-020 Take Down: April 13, Week 3: April 13 April 19, 2017 LCBO# Description Size LTO Case Savings Georges Duboeuf Beaujolais- Villages 750 ml $ 3.00 $36.00 Merchandising Instructions Remove the J.P Wiser s Double Still sign and merchandise the Georges Duboeuf Beaujolais-Villages 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: P0118-DOW-015 Bilingual: P0118-DOW-021 Take Down: April 20, 2017 LIGHT- BODIED & SAVE BIG THIS WEEK J.P WISER S DOUBLE STILL This new Wiser s wows the senses. Bold, upfront rye flavours ease out over smoother tones of honey, raisin, apple and vanilla, and a lingering spicy finish. SAVE $3.70 NOW $26.25 Pricer Card SAVE BIG THIS WEEK GEORGES DUBOEUF BEAUJOLAIS-VILLAGES When the mood calls for an easygoing wine to pair with poached salmon, you ve found your match. It s fresh, light and lively with fruit. SAVE $3.00 NOW $10.95 MEDIUM & SPICY LIGHT- BODIED & FRUITY SAVE BIG THIS WEEK J.P WISER S DOUBLE STILL REG $29.95 NOW $ ml SAVE BIG THIS WEEK GEORGES DUBOEUF BEAUJOLAIS-VILLAGES REG $13.95 NOW $ D 4g/L 750 ml Shelf Talker Shelf Talker SAVE $3.70 SAVE $ BROWN SPIRITS Take Down: April 13, EUROPEAN WINES Take Down: April 20, 2017 DEAL OF THE WEEK MANDATORY PARTICIPATION Pricer Card Shelf Talker Marketing & Product Guide 31

34 SUBTLE & SWEET ml Valid until April 27, Price subject to change without notice. While supplies last. Week4 April 20 - April 26, 2017 V4 WHITE SPIRITS REG $26.75 Valid until April 26, Price subject to change without notice. While supplies last. Deal of the Week participation is mandatory hello SUNSHINE Week 4: April 20 April 26, 2017 DEAL OF THE WEEK MANDATORY PARTICIPATION LCBO# Description Size LTO 117 Bacardi Superior 750 ml $1.00 Merchandising Instructions Remove the Georges Duboeuf Beaujolais-Villages sign and merchandise the Bacardi Superior sign into the Metal Stand. Take Down: April 27, Merchandise corresponding Pricer Card in front of product. Value Add Banner Insert Re-order Codes: English: P0118-DOW-018 Bilingual: P0118-DOW-024 Banner Insert Re-order Codes: English: P0118-DOW-016 Bilingual: P0118-DOW-022 Value Add Participating stores will be provided with Blue Jays Pitcher that are free with purchase of +117 Bacardi Superior 750 ml. Stores are to merchandise the value add beside the product so it is easily seen by customers. If your store runs out of the Bacardi Superior, please change to the nonvalue add version of the Deal of the Week Display. SAVE BIG THIS WEEK BACARDI SUPERIOR Inspire your cocktail making this season with a rum that mixes easily, thanks to delicate vanilla and pepper notes and a clean finish. SAVE $1.00 NOW $25.75 Pricer Card SUBTLE & SWEET SAVE BIG THIS WEEK BACARDI SUPERIOR REG $26.75 NOW $ ml Shelf Talker SAVE $ WHITE SPIRITS Take Down: April 27, Period 01

35 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 Savings WEEK 1: MARCH 30 APRIL 5, Bacardi Oakheart Spiced Rum 750 ml $3.20 WEEK 2: APRIL 6 APRIL 12, J.P Wiser s Double Still 750 ml $3.70 WEEK 3: APRIL 13 APRIL 19, Georges Duboeuf Beaujolais-Villages 750 ml $3.00 $36.00 WEEK 4: APRIL 20 APRIL 26, Bacardi Superior 750 ml $1.00 DEAL OF THE WEEK NON-PARTICIPATING STORES Marketing & Product Guide 33

36 Deal of the Week non-participating stores hello SUNSHINE Signage Components & Re-order Codes Deal of the Week Pricer Cards ALL Stores Re-order# DMS-P1317-DOW-025 DEAL OF THE WEEK NON-PARTICIPATING STORES Deal of the Week Generic Cut Case Backer Card English: DMS-S1317-DOW-147 Bilingual: DMS-S1317-DOW-149 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 Kit English: DMS-S1317-DOW-148 Bilingual: DMS-S1317-DOW-150 Cut-case display EXAMPLE Cut-case display (Case Savings) EXAMPLE 34 Period 01

37 The Spring issue of More Food & Drink is to be distributed in stores the week of March 27, More Food & Drink can be merchandised as soon as you receive your shipment. What s Inside The flavours of spring are everywhere in this issue, starting with a trio of refreshing citrusy beers. Lucy Waverman explores her favourite herb, tarragon, and Julia Aitken presents a dazzling Easter dinner menu, with a fine French-press cocktail and a primer on sherry and port to follow. For the list of featured products please see the Food & Drink Table section of this guide. Shipments All stores will receive an allocation of More Food & Drink publications. Distribution is limited and stores will receive fewer copies than Food & Drink. There are no additional copies available to re-order. Online Content If your store runs out of copies you can direct customers to visit where a selection of content from More Food & Drink is available. Marketing & Product Guide 35

38 Food & Drink Merchandising Instructions If your store has the Food & Drink Table fixture, please only merchandise copies of More Food & Drink on the table using the provided Self Merchandisers see the Food & Drink Table section in this guide for details. For stores without the Food & Drink Table fixture, More Food & Drink should be merchandised prominently in your Food & Drink magazine fixture using the same signage as P13 (see below). The fixture should be positioned in the selling area of the store. If your store does not have a stand, please display More Food & Drink at all checkouts, customer service and the Information centre. If you have any Food & Drink Spring issues remaining, display both publications in the fixture. Once your supply has been depleted, please store the fixture until the next issue arrives. Do not use the stand to display other materials. hello SUNSHINE SPRING 2017 Coming Soon The Early Summer 2017 issue of Food & Drink will be available in stores May 3, The next issue of More Food & Drink will be available the week of May 21, Signage Please use same signage provided for Period 13. MORE FOOD & DRINK SPRING PLEASE KEEP THIS SIGNAGE FOR USE IN PERIOD 13 AND PERIOD 1. Component Where to install sign Re-order Code Images P13 & P1 FOOD & DRINK Header Card English/Bilingual FOOD & DRINK Metal Fixture S1317-FDH-075 P13 & P1 FOOD & DRINK A Frame Sign FOOD & DRINK "A" Frame Fixture English/English: S1317-FDA-076 English/French: S1317-FDA Period 01

39 Food & Drink Table Key Dates Install: March 26, 2017 Take Down: April 23, 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, 171, 185, 187, 191, 195, 198, 211, 217, 221, 226, 227, 228, 233, 250, 252, 253, 263, 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 37

40 Food & Drink Table hello SUNSHINE Merchandising Instructions: The Spring issue of More Food & Drink is to be distributed in stores the week of March 27, More Food & Drink can be merchandised as soon as you receive the shipment. Self Merchandiser 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 the More Food & Drink magazine in the Self Merchandisers. Signage Components The following signage will be sent to participating stores before Period 1 begins Enhanced Sign Large Table Small Table Shelf Talkers English: P0118-FDT-037 English: P0118-FDT-039 DMS-P0118-FDT-046 Bilingual: P0118-FDT-038 Bilingual: P0118-FDT-040 In-section Hot Buttons Mini-Pole Topper Signs Self Merchandiser English DMS-P0118-FDT-044 Bilingual DMS-P0118-FDT-045 English DMS-P0118-FDT-042 French DMS-P0118-FDT-043 English DMS-P0118-FDT-047 Bilingual DMS-P0118-FDT Period 01

41 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, 279, 288, 298, 300, 310, 326, 344, 351, 361, 381, 383, 391, 397, 401, 407, 427, 437, 438, 443, 445, 470, 481, 485, 490, 491, 497, 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 Taylor Fladgate Late Bottled Vintage Port 750 ml B Fonseca White Port 750 ml C Sandeman Ruby Port 750 ml D Graham's 10 Year Old Tawny Port 750 ml E Thirty Bench Winemaker's Blend Riesling 750 ml F Marques de Riscal Rueda 750 ml G Cave Spring Blanc de Blancs 750 ml H Stiegl Grapefruit Radler 500 ml I Collective Arts Saint Of Circumstance 473 ml J Hoegaarden 6 x 330 ml K Maker's Mark Kentucky Bourbon* 750 ml L Grey Goose Vodka 750 ml Mini Metal Pole Port 101 Mini Metal Pole Fresh Press Cocktails Mini Metal Pole Easter Dinner Wines Mini Metal Pole Citrusy Beers C B A K 3 facing 1 C 6 facings B 6 facings A 6 facings J 3 facings 2 D 6 facings BOX SIGN H 6 facings 4 L 3 facings E 6 facings F 6 facings G 6 facings 3 I 3 facing E F G Marketing & Product Guide 39

42 Food & Drink Table hello SUNSHINE Group 2 Large 7' Table + 4 Side Tables Participating Stores 1, 10, 15, 21, 38, 115, 149, 187, 217, 252, 253, 263, 329, 346, 355, 359, 367, 373, 378, 390, 392, 394, 404, 412, 416, 459, 522, 523, 545, 554, 573, 618, 619, 624, 632, 641 Participating Products Location LCBO# Description Size A Taylor Fladgate Late Bottled Vintage Port 750 ml B Fonseca White Port 750 ml C Sandeman Ruby Port 750 ml D Grey Goose Vodka 750 ml E Stiegl Grapefruit Radler 500 ml F Hoegaarden 6 x 330mL G Collective Arts Saint Of Circumstance 473 ml H Marques de Riscal Rueda 750 ml I Graham's 10 Year Old Tawny Port 750 ml J Maker's Mark Kentucky Bourbon 750 ml K Cave Spring Blanc de Blancs 750 ml L Thirty Bench Winemaker's Blend Riesling 750 ml Mini Metal Pole Port 101 Mini Metal Pole Fresh Press Cocktails Mini Metal Pole Citrusy Beers Mini Metal Pole Easter Dinner Wines I 3 facings C 6 facings B 6 facings A 6 facings L 3 facings D 3 facing 1 C 6 facings B 6 facings A 6 facings H 3 facing 2 D 3 facings BOX SIGN H 3 facings 4 D 3 facing E 6 facings F 6 facings G 6 facings 3 H 3 facing J 3 facings E 6 facings F 6 facings G 6 facings K 3 facings 40 Period 01

43 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 Vodka 750 ml B Maker's Mark Kentucky Bourbon 750 ml C Hoegaarden 6 6 x 330 ml D Thirty Bench Winemaker's Blend Riesling 750 ml E Marques de Riscal Rueda 750 ml F Cave Spring Blanc de Blancs 750 ml G Fonseca White Port 750 ml H Taylor Fladgate Late Bottled Vintage Port 750 ml I Sandeman Ruby Port 750 ml J Graham's 10 Year Old Tawny Port 750 ml K Collective Arts Saint Of Circumstance 473 ml L Stiegl Grapefruit Radler 500 ml Mini Metal Pole Easter Dinner Wines Mini Metal Pole Port 101 Mini Metal Pole Fresh Pressed Cocktails Mini Metal Pole Citrusy Beer B 3 facings A 3 facings L 3 facing C 6 facings B 9 facings 3 A 9 facings H 6 facings I 3 facings 4 K 3 facings C 6 facings D 6 facings BOX SIGN 1 E 9 facings F 6 facings G 6 facings 2 J 3 facing D 3 facings F 3 facings Marketing & Product Guide 41

44 Food & Drink Table hello SUNSHINE Group 4 Small 5' Table + 4 Side Tables Participating Stores 185, 269, 428, 457, 580, 584, 700 Participating Products Location LCBO# Description Size A Taylor Fladgate Late Bottled Vintage Port 750 ml B Fonseca White Port 750 ml C Stiegl Grapefruit Radler 500 ml D Hoegaarden 6 x 330mL E Thirty Bench Winemaker's Blend Riesling 750 ml F Marques de Riscal Rueda 750 ml G Grey Goose Vodka 750 ml H Maker's Mark Kentucky Bourbon* 750 ml I Collective Arts Saint Of Circumstance 473 ml J Sandeman Ruby Port 750 ml K Graham's 10 Year Old Tawny Port 750 ml L Cave Spring Blanc de Blancs 750 ml Mini Metal Pole Port 101 Mini Metal Pole Fresh Pressed Cocktails Mini Metal Pole Easter Dinner Wines Mini Metal Pole Citrusy Beer J 3 facings B 9 facings A 9 facings K 3 facings D 3 facing C 2 facings B 6 facings 1 A 6 facings H 6 facings H 3 facings 4 BOX SIGN 2 D 3 facings C 6 facings E 6 facings 3 F 6 facings G 2 facings G 3 facing I 3 facings E 9 facings F 9 facings L 3 facings 42 Period 01

45 Special Promotions Fixture Key Dates Install: March 26, 2017 Take Down: April 23, 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, 185, 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 43

46 Special Promotions Shari s Pick & Cocktail Pick hello SUNSHINE Shari s Pick Participating Products LCBO# Description Size Creekside Cabernet Merlot VQA 750 ml Merchandising Instructions Replace the Period 13 Poster with the Period 1 versions. Continue merchandise the Period 13 drum sign. Ensure sufficient stock is ordered to maintain this program for the duration of Period Period 01

47 Special Promotions - Shari s Pick & Cocktail Pick Shari s Cocktail Pick Stores are to merchandise the fixture with the four products below. If you do not carry one of these please use another close substitute. Beer will no longer be merchandised on this fixture and will only be promoted in the beer section. Participating Products LCBO# Description Size Tanqueray Rangpur Gin 750 ml Bombay Sapphire East 750 ml Malfy Gin 750 ml Dillon's Small Batch Distillers 375 ml Cherry Gin Merchandising Instructions At the start of the Period 1 promotion, replace the Period 13 poster with the Period 1 Cocktails poster. Continue merchandising the Period 13 Shari s Cocktail Pick drum sign. Ensure sufficient stock is ordered to maintain this program for the duration of the period (end of Period 1). 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 45

48 Special Promotions Fixture Signage Components SHARI S PICK POSTERS hello SUNSHINE RECIPE CARD TAKE-AWAY English DMS-P0118-COM-106 Bilingual DMS-P0118-COM-107 RECIPE CARD BACKER Wine (English/Bilingual) P0118-SPP-101 Cocktail (English/Bilingual) P0118-SPP-100 SHARI S PICK DRUM SIGNS Shari s Pick: English S1317-SPD-102 Bilingual S1317-SPD-103 Cocktail: English S1317-SPD-104 Bilingual S1317-SPD-105 Shari s Pick Shelf Talkers: DMS-P0118-ONS-060 English DMS-P1317-COM Period 01

49 Mini Thematic This is a sold program. Participation is mandatory. Key Dates Install: March 26, 2017 Take Down: April 23, 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, 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, 168, 171, 179, 182, 185, 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, 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, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 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 47

50 Mini Thematic participation is mandatory hello SUNSHINE Mini Thematic Program Enhancements In order to better serve our customers and continue to drive sales, we have enhanced the Mini Thematic Program. MINI THEMATIC SPIRITS Mini Thematic "A" (formerly Mini Thematic Promo End Aisle) NEW starting in P1, this Promo End Aisle will always feature Spirits products. This is the existing program with displays on the Mini Thematic "A" End Aisle (formerly Mini Thematic End Aisle) in the front of stores (please refer to your stores floor plan). Stores will be provided Category Signs, Shelf Talkers, Neck Tags and when applicable, Cocktail Box Signs to help promote the program. The following enhancements have been made to the program: The number of participating products has been standardized to nine (9). Partcipating stores are required to list all nine products for 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 1 Spirits Mini Thematic A (formerly Mini Thematic) will feature Spring Mixes. The Period 1 Mini Thematic "B" (formerly Gifting Promotional Fixture End) will feature It s Rosé Season. 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. Mini Thematic "B" (formerly Gifting Promo End Aisle) This new program will have displays on the Mini Thematic "B" End Aisle (formerly Gifting Promo End Aisle) in the front of your stores (please refer to your store floor plans). The program will include the following specifics: All brands must be featured to ensure a healthy looking display that is ready for business. The number of participating products for this program is nine (9). Signage will consist of Category Sign and Shelf Talkers only. Participating stores are required to list all nine (9) products for the duration of the period and one (1) case of each product will be forced out. 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 Mini Thematic "B" formerly Gifting Promo End 48 Period 01

51 Mini Thematic A Spring Mixes participation is mandatory Overview Starting in P1 there will be several additions to the Mini Thematic Signage Package. The fixture will now become a destination for Spirits products and designated by Spirits Mini Thematic A. Participating Products LCBO# Product Description Size Category Pimm s No. 1 Cup 750 ml Boodles Gin 750 ml Shelf Position Dillon s Rose Gin 375 ml Apricot Gin Fizz Top Shelf Hendrick s Gin 750 ml Bulleit Bourbon Frontier Whiskey 750 ml Woodford Reserve Distiller s Select 750 ml Mint Julep Middle Shelf Cazadores Reposado Tequila 750 ml El Jimador Tequila Blanco 750 ml Margarita Bottom Shelf Black Cow Pure Milk Spirit 750 ml Signage and Key Dates Promo Fixture Category signs : These will remain up for P1 & P2 Shelf talkers: Install the shelf talkers on March 27th and taken down April 23, Cocktail Box Signs: there will be cocktail 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. Product recipe neck tags to be applied by store staff to the participating products. The neck tags must be kept up for P1 & P2, and should be replenished as needed throughout the promotion. Promo Fixture Sign (Short) Re-order# P0118-PFM-028 Promo Fixture Sign (Long) Re-order# P0118-PFM-027 Key Dates Start Date: March 27, 2017 End Date: May 20, 2017 NOTE: The shelf talker take down date is April 23, Shelf Talers Re-order# P0118-PFM-031 MINI THEMATIC A SPRING MIXES Cocktail Nexk Tags Re-order# P0118-PFM-033 SPRING MIXES Cocktail Box Sign Re-order# P0118-PFM-032 Nesting Table Sign (Store 10 only) Re-order# DMS-P0118-PFM-029 Marketing & Product Guide 49

52 Mini Thematic B Rosé Season participation is mandatory hello SUNSHINE Overview As a reminder, the Gifting Promo Fixture is now a second Mini Thematic display (Mini Thematic B ) featuring products with a specific focus. Participating Products MINI SEASONAL THEMATI SIGNAGE C B IT S PERIOD ROSÉ SEASON 13 2 LCBO# Product Description Size Banrock Station Pink Moscato Rosé 750 ml Cono Sur Bicicleta Pinot Noir Rosé 750 ml Jacob's Creek Moscato Rosé Sparkling 750 ml French Cross Blush Bag In Box 4000 ml Pelee Island Lola Blush Sparkling VQA 750 ml Colio Blush 1500 ml 166 Sogrape Mateus Rosé 750 ml Ogier Cotes Du Ventoux Rosé Aoc 750 ml Henkell Rosé 750 ml Merchandising Instructions Insert the provided It s Rosé Season 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# P0118-PFM-028 Nesting Table Sign STORE 10 ONLY (Bilingual) Re-order# DMS-P0118-PFM-030 IT S ROSĖ SEASON Image unavailable Promo Fixture Shelf Talker (English/Bilingual) Re-order# DMS-P0118-PFM Period 01

53 Gifting Key Dates Start Date: March 26, 2017 LCBO# Component QTY per case Retail Year Round 95 Bags & Hot Button Year Round LCBO 95 Bags 75 $0.95 Year Round Boxes Year Round Rigid1 Bottle Round Box 24 $ Year Round Rigid 2 Bottle Oval Box 12 $ Year Round 1 Bottle Folding Box 24 $ Year Round 2 Bottle Folding Box 12 $3.50 Year Round Vessels & Wrap Kit Year Round Galvanized Beer Pail 12 $ Year Round Galvanized Wine Pail 12 $ Generic Gift Tag (English) 50 per bundle Generic Gift Tag (French) 50 per bundle Year Round Wrap Kit (wraps 24 pails) 1 kit $3.50 Marketing & Product Guide 51

54 Gifting Spring 95 Bag hello SUNSHINE Overview This year s Spring 95 bags will be shipped to all stores in time for Period 1. NOTE: The 95 Hot Button signage was shipped to all store in the February 27th store mailbag. Description Reorder # 95 Bag Hot Button Signs DMS-S1317-GFT Bag Hot Button Sign Clip NIHK102 Period 1 Spring 95 Bags (3 versions) Clip NIHK102 Sign (English Over Bilingual) DMS-S1317-GFT-115 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 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. 52 Period 01

55 hello SUNSHINE Gifting Featured Gift Program Featured Gift Program The Period 1 Gifting program will focus on gifting options for Spring and Easter. Participating Stores 1, 4, 5, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 50, 51, 55, 57, 58, 60, 61, 62, 63, 64, 65, 68, 72, 74, 79, 80, 82, 83, 90, 93, 95, 97, 102, 106, 115, 122, 125, 130, 132, 140, 145, 148, 149, 150, 153, 154, 155, 156, 164, 165, 166, 168, 171, 177, 179, 182, 185, 187, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 221, 226, 227, 228, 233, 237, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 310, 311, 324, 325, 326, 329, 333, 334, 340, Period 1 Shopping Guide 341, 343, 344, 346, 351, 355, 359, 360, 361, 362, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 401, 402, 404, 407, 408, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 485, 486, 490, 491, 494, 495, 497, 499, 500, 501, 505, 511, 518, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 592, 598, 599, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 636, 638, 640, 641, 643, 644, 645, 649, 651, 652, 653, 654, 655, 657, 658, 661, 665, 677, 694, 697, 698, 699, 700, 702, 703, 706, 741, 771, 776 Nesting Table #1 Sign DMS-P0118-DTS-071 Enhanced Gift Bags (2 Versions) Apertivo Recipe Neck Tag (9 Versions) P0118-DTS-072 Period 13 Green Pail Continue to merchandise any residual green pails from Period 13 Easter Merchandising Tool Kit Re-order# P0118-GFT-117 Riser Wrap End Aisle Backer Card Mini Backer Cards (2 versions) Neck Tags (4 versions) Generic Pricer Cards Marketing & Product Guide 53

56 Gifting Nesting Table #1 hello SUNSHINE 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 18 participating products on the following page. When the seasonal gifting items (pre-wrapped spring ribbed pails) are sold through, stores are encouraged to replenish with pre-wrapped year round pails. Components Participating stores will receive the following signage components Nesting Table #1 Sign Apertivo Recipe Neck Tags (9 versions) Merchandising Overview There are 9 Aperitivo products participating on the Nesting Table during Period 1. Neck tags have been designed for each Aperitivo product. Each neck tag will provide customers with a delicious cocktail solution. Neck tags are to be applied to the corresponding product and are to be placed on the products located both on the Nesting Table and on shelf in section. Products to be merchandised according to placement map. 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, 373, 378, 390, 391, 393, 394, 401, 404, 411, 412, 417, 438, 445, 453, 459, 486, 490, 495, 497, 500, 542, 545, 554, 556, 568, 573, 575, 579, 580, 587, 590, 599, 601, 602, 617, 618, 619, 623, 624, 627, 632, 633, 640, 643, 649, 652, 653, 655, 658, 699, 703, 741, Period 01

57 hello SUNSHINE Gifting Nesting Table #1 Participating Products Nesting Table #1 Please order two or three cases of each of the 18 products. LCBO # Product Description Size A Luxardo Aperitivo Spritz, Veneto 750 ml Aperitivo Product B* Aperol 750 ml Aperitivo Product C Easter Gift Bag n/a D Amaro Averna 750 ml Aperitivo Product E Easter Gift Bag n/a F Peychaud's Aperitivo 750 ml Aperitivo Product G Campari Aperitivo 750 ml Aperitivo Product H 1784 Grand Marnier 750 ml Aperitivo Product I Rossi D'Asiago Limoncello Snaps* 750 ml Aperitivo Product J* Jacob's Creek Moscato Rosé* 750 ml K* Ruffino Lumina Pinot Grigio Igt 750 ml L Easter Gift Bag n/a M* Henkell Trocken 750 ml N Easter Gift Bag n/a O Pierre Sparr Gewurztraminer 750 ml P Pelee Island Pelee Pink VQA 750 ml Q Luxardo White Bitter 750 ml Aperitivo Product R Capo Capo 750 ml Aperitivo Product S La Chablisienne Vieilles Vignes Chablis 750 ml T Kim Crawford Rosé 750 ml U Trapiche Extra Brut Sparkling 750 ml V Spumante Bambino Peach 750 ml * Featured in Period 1 Shopping Guide L U SIGNAGE SOFT DRESSING A 2 Facings 3 Facings I 3 Facings I SOFT DRESSING J 2 Facings K 2 Facings L 2 Facings M 2 Facings N 2 Facings O 2 Facings P 2 Facings J 2 Facings K 2 Facings L 2 Facings M 2 Facings N 2 Facings O 2 Facings P 2 Facings 3 Facings Q 3 Facings Q 3 Facings R 3 Facings R B 2 Facings C 2 Facings D 2 Facings E 2 Facings F 2 Facings G 2 Facings 3 Facings H 3 Facings H S Vintages A 2 Facings B 2 Facings C 2 Facings D 2 Facings E 2 Facings F 2 Facings G 2 Facings T Vintages Marketing & Product Guide 55

58 Gifting Nesting Table #1 hello SUNSHINE Merchandising Option B Promo Table 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 products featured in the Shopping Guide. When the seasonal gifting items (pre-wrapped spring ribbed pails) are sold through, stores are encouraged to replenish with pre-wrapped year round pails. Participating Stores 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, 677, 694, 699, 702, 703 Participating stores will receive Nesting Table #1 Sign Bags F 6 Facings E Bags D Participating Products Promo Table Participating Products will be featured in the Period 1 Shopping Guide. LCBO# Product Description Size A Aperol 750 ml B Easter Gift Bag C Jacob's Creek Moscato Rosé* 750 ml D Easter Gift Bag E Ruffino Lumina Pinot Grigio Igt 750 ml F Easter Gift Bag 6 Facings G SIGNAGE 6 Facings C Bags H 6 Facings A Bags B G Henkell Trocken 750 ml H Easter Gift Bag 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. 56 Period 01

59 hello SUNSHINE Gifting Easter Merchandising Tool Kit Easter Merchandising Tool Kit Stores are encouraged to display their Easter products in a single location in the store, using the Merchandising Kit components provided to build and sign the display. Merchandising Instructions: Mini Backer Card Please set up Cut-case display(s) using the provided signage. Merchandise Neck Tags on participating products on display. Backer Card Please select a discretionary end to merchandise your Easter products. Store manager s discretion Merchandise Neck Tags on participating products on display. On Shelf Merchandise Bottle Neck Tags on participating products on shelf. Store manager s discretion Marketing & Product Guide 57

60 58 Period 01

61 Front End Merchandiser This is a sold program. Participation is mandatory. Key Dates Install: March 26, 2017 Take Down: April 23, 2017 Participating Stores 1, 4, 5, 6, 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, 185, 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, 632, 633, 640, 641, 643, 649, 652, 653, 655, 658, 661, 667, 694, 699, 741 Marketing & Product Guide 59

62 Front End Merchandiser (FEM) participation is mandatory hello SUNSHINE FEM Sold Space Program 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. Participating Products LCBO# Description Format Deep Eddy Ruby Red Vodka 750 ml Deep Eddy Peach Vodka 750 ml Merchandising Instructions For Period 1, the Sold Space program will feature Deep Eddy Ruby Red Vodka and Deep Eddy Peach Vodka. It is imperative that stores reconfigure the shelves on the sold space display in order to feature these products effectively. Stores are required to use 3 shelves plus the plinth/base (i.e. The featured products should be water-falled on 3 shelves). The top shelf is used to display the box sign provided. Signage Components Pre-printed Shelf Talkers Box Sign Re-order# DMS-P0118-FEM-036 Box Sign Shelf Talker DMS-P0118-FEM Period 01

63 Front End Merchandiser (FEM) participation is mandatory 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 PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) Above example is based on Type 3. Staff Picks Basket Think Shrink 750 ml Merchandiser The current direction for merchandising varies by region so stores are to contact their District Managers for direction in each district. Participating stores should have received fixtures for the Think Shrink 750 ml Merchandiser. 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 Marketing & Product Guide 61

64 Front End Merchandiser (FEM) participation is mandatory hello SUNSHINE 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 Absolut Vodka 200 ml Jägermeister 200 ml Jack Daniel's Tennessee Whiskey 200 ml LCBO# Description Size BIG BRANDS Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Wiser's Deluxe 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Walker's Special Old 200 ml Canadian Club Premium 200 ml GLOBAL ROOTS Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Canadian Club Premium 200 ml 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 62 Period 01

65 Spirited Pick This is a sold program. Participation is mandatory. Key Dates Install: March 26, 2017 Take Down: April 23, 2017 Participating Stores All Stores Marketing & Product Guide 63

66 Spirited Pick hello SUNSHINE 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 MIX WITH SIZE 240 Smirnoff Vodka Mix with Grapefruit juice 375 ml 3467 Johnnie Walker Red Label $1.00 LTO Mix with Soda 375 ml 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. 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 64 Period 01

67 Seasonal & New Product Fixture Program Overview To keep this program fresh and engaging to our customers, a new set of signage with seasonal colours will be sent to stores at the start of Period 13. Please continue to merchandise New and Seasonal Products on this fixture as suggested by theme and corresponding signage. Key Dates Install: February 27, 2017 Take Down: May 20, 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, 185, 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, 677, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771, 776 NOTE: Not all stores on the Seasonal & New Product Fixture Program will receive the new listings as the force list does not necessarily go to those stores. Marketing & Product Guide 65

68 Seasonal & New Product Fixture Program hello SUNSHINE Signage and Re-order Information In an effort to make merchandising easier we have provided recommendations. Please merchandise the products under the specified theme. A staff picks box sign option has also been provided for stores to merchandise based on their discretion. 1. Recent Arrivals/Recent Arrivals Nouveaux Arrivages Category Sign (English/Bilingual Blank) Re-order# S1317-SPF-145 Use the fixture sign with RECENT ARRIVALS 2. On Shelf box signs Re-order# S1317-SPF-146 Please use the box signs as required to merchandise products for each specific theme Upcoming Product Release Schedule Period 1 LCBO# Description Retail Format (ml) IT S ROSÉ SEASON Jacob's Creek Moscato Rosé Sparkling $ Banrock Station Fruit Fusion Rosé* (Seasonal One-Shot Listing) $ Cono Sur Bicicleta Pinot Noir Rosé $ Folonari Pink Pinot Grigio Venezia Igt* $ Terres De Saint Louis Rosé Varois En Prv Aoc* $ L'Orangeraie Rosé Pays D'Oc* $ Perrin La Vieille Ferme Rosé Ventoux Aoc* $ Astica Malbec Rosé* $ McGuigan Black Label Rosé* $ HERE S TO SPRING Radio Boka Summer Sangria -- SEASONAL $ Romeo Peach Bellini -- SEASONAL $ Piccini Chianti Orange DOCG $ Period 01

69 Seasonal & New Product Fixture Program Upcoming Product Release Schedule Period 1 LCBO# Description Retail Format (ml) Mia Mojito Frizzante -- SEASONAL $ Lolo Albarino Rias Baixas -- SEASONAL $ Montevides Sangria Premium Red -- SEASONAL $ Mionetto Prestige Prosecco Treviso DOC Brut $ Stellina Di Notte Prosecco DOC $ LaMarca Prosecco DOC $ Lolo Albarino Rias Baixas -- SEASONAL $ Piccini Chianti Orange DOCG $ MODA Montepluciano d'abruzzo Doc $ Martini Royale Rosato --SEASONAL $ Martini Royale Bianco --SEASONAL $ Roscato Rosso IGT Pavia --SEASONAL $ TRY THIS FOR SIZE Liquid Bullion Sauvignon Blanc Can* (Seasonal One-Shot Listing) $ Joiy Can* (Seasonal One-Shot Listing) $ Big House The Siren Vin Rosé Can* (Seasonal One-Shot Listing) $ Bota Box Cabernet Sauvignon BIB $ Cupcake Red Velvet BIB $ Radio Boka Tempranillo BIB $ Pinot Grigio delle Venezie IGT BIB $ BACKYARD WHITES Banrock Station Fruit Fusion White* (Seasonal One-Shot Listing) $ Nugan Estate Annelise Pinot Grigio $ Rolling Pinot Grigio $ Sonance Pinot Grigio $ Casillero del Diablo Pinot Grigio Reserva $ Pepperwood Grove Pinot Grigio $ Smoking Loon Pinot Grigio $ W3 Wolfberger Alsace Aoc $ Pfaff Riesling Cuvee Jupiter Alsace Aoc $ Dopff Irion Crustaces Alsace Aoc $ Famille Cattin Pinot Gris Alsace Aoc $ FABULOUS NEW FINDS Chateau Fongaban Castillon Aoc Bordeaux Organic $ Lupi Reali Montepulciano d'abruzzo Doc Organic $ Zonin Valpolicella Classico Doc $ MODA Montepluciano d'abruzzo Doc $ Banrock Station Fruit Fusion Red* (Seasonal One-Shot Listing) $ Oskar Blues Dale's Pale Ale $ x Lost Craft Crimzen $ Innis & Gunn IPA $ x Absolut Lime Vodka $ Black Cow Pure Milk Spirit $ Bloom Gin $ Deep Eddy Peach Vodka $ Marketing & Product Guide 67

70 hello SUNSHINE Upcoming Product Release Schedule Period 1 LCBO# Description Retail Format (ml) Gilbeys Lemon Gin $ Gin Mare $ Greenall's Original London Dry Gin $ Hayman's Family Reserve Gin $ Lamb's Spiced Cherry Rum $ Novo Fogo Silver Cachaca $ Nutrl Vodka $ Sid's Handcrafted Vodka $ Smirnoff Sourced Cranapple Vodka $ Smirnoff Sourced Ruby Red Grapefruit $ Smirnoff Sourced Valencia Orange $ St. George Terroir Gin $ Cecchi Chianti Docg $ Updated on March 29, Girls Night Out Mimosa $ Girls Night Out Tangerine Dreamsicle (SEASONAL) $ Girls Night Out Cherry Amaretto Ice Cream (SEASONAL) $ Girls Night Out Sangria (SEASONAL) $ Period 01

71 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 1 (April 1, 2017 April 22, 2017) Our featured charities on the Donation Box program this promotional period will be: 1. Autism Ontario Coin box 2. TIRF (Traffic Injury Research Foundation) Coin box Marketing & Product Guide 69

72 Social Responsibility In-store Signage 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. hello SUNSHINE 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. This new package was shipped to you during Period 11. Please remove/recycle previous versions of the Check 25 signs. 70 Period 01

73 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 71

74 Social Responsibility In-store Signage hello SUNSHINE Participating Stores All Stores Key Dates Start Date: January 1, 2017 Please keep the signs up until further notice 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: Image Subject to Change Check 25 (25 or Younger?) Program 1. Rear Cash Register Sign (Bilingual) Please note that the Rear Cash Register sign has been discontinued and we re no longer producing this sign. Image Subject to Change Image Subject to Change Discontinued 2. 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 Period 01

75 Social Responsibility In-store Signage Check 25 (25 or Younger?) Program 3. 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 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 73

76 Social Responsibility In-store Signage hello SUNSHINE 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. Item currently not in-stock Check 25 Program Re-order# DMS-SRP-407 Second-party Purchase Program Re-order# DMS-SRP 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 Second-Party Purchase 3. POS Screen (Bilingual) POS screens displaying the Check 25 Program, as well as the Second-Party Purchase Program message, are included as part of the existing rotation. Check 25 Program Second-Party Purchase 4. PA Announcements (Bilingual) The in-store music includes Check 25, Second-Party Purchase and Giving Back program announcements. The announcements rotate every 15 minutes, in English and French, between music. 74 Period 01

77 Always Taking Care Parking Lot/Exterior Springer Sign Key Dates Install: Upon receipt Take Down: April 22, 2017 Participating Stores All Stores Bonus AIR MILES This is permanent signage. Please keep installed until further notice. Marketing & Product Guide 75

78 Exterior Springer Sign hello SUNSHINE Components & Re-ordering Image subject to change Bag it Back Parking Lot Sign (English/French) Re-order# P0118-PLS-078 Bonus AIR MILES Parking Lot Sign (English/Bilingual) This is permanent signage. Please keep installed until further notice. Merchandising Instructions Replace the Thank You! Parking Lot sign with the Bag it Back Parking Lot sign. If you have more than one Parking Lot Sign fixture, please display both the Air Miles and the Back it Back signs. 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. 76 Period 01

79 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: March 26, 2017 Take Down: April 23, 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, 185, 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, 459, 465, 467, 474, 477, 481, 485, 486, 490, 491, 494, 495, 497, 499, 500, 502, 505, 507, 509, 511, 518, 521, 522, 523, 534, 536, 537, 539, 540, 542, 544, 546, 549, 550, 551, 554, 555, 556, 559, 564, 566, 569, 571, 572, 573, 575, 579, 580, 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, 661, 665, 667, 694, 695, 698, 699, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 77

80 Shopping Cart Sign participation is mandatory hello SUNSHINE Thematic Sign (Sold to the Trade) Re-order# DMS-P0118-SCS-074 Participating Products LCBO# Description Size Offer Alexander Keiths IPA 2838 ml $0.80 LTO Social Responsibility Sign (These signs will be back in-stock at the end of March) Key Dates Do not remove until further notice. Check 25 Shopping Cart Sign Re-order# DMS-SRP-411 2nd Party Purchase Shopping Cart Sign Re-order# DMS-SRP-412 Merchandising Instructions Alternate between Check 25 and 2nd Party Purchase sign in shopping carts. (Signs were shipped in December to all stores with appropriate fixtures.) 78 Period 01

81 Bonus AIR MILES reward miles This is permanent signage. Please keep installed until further notice. 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, 185, 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 79

82 Bonus AIR MILES reward miles this is permanent signage hello SUNSHINE 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-180 Image 1 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). 80 Period 01

83 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 81

84 Wine Fridge Turn 3 (PT12 PT2) hello SUNSHINE Participating Stores Group A Stores 1, 5, 10, 14, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 41, 83, 125, 140, 143, 148, 149, 156, 163, 164, 171, 179, 182, 183, 185, 188, 191, 195, 198, 202, 207, 212, 214, 217, 218, 219, 226, 228, 234, 242, 243, 248, 255, 269, 279, 288, 295, 311, 321, 326, 329, 334, 341, 346, 353, 355, 360, 362, 368, 371, 384, 385, 386, 388, 390, 391, 393, 394, 397, 398, 400, 408, 412, 415, 428, 431, 432, 434, 436, 437, 438, 444, 445, 452, 453, 456, 457, 470, 486, 494, 497, 499, 505, 511, 518, 528, 534, 536, 542, 545, 553, 555, 556, 566, 568, 569, 572, 573, 590, 614, 619, 623, 624, 627, 629, 630, 631, 632, 641, 658, 694, 697, 698, 699, 700, 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, 79, 80, 81, 82, 86, 87, 95, 97, 101, 102, 106, 110, 115, 124, 130, 132, 139, 144, 145, 152, 154, 155, 168, 187, 190, 192, 194, 196, 197, 200, 201, 205, 209, 210, 211, 213, 216, 221, 222, 225, 229, 236, 244, 249, 252, 263, 266, 268, 270, 278, 287, 297, 300, 302, 310, 312, 313, 325, 340, 343, 344, 351, 358, 359, 361, 367, 373, 378, 381, 382, 387, 392, 395, 399, 401, 402, 406, 407, 416, 417, 427, 454, 458, 459, 465, 490, 491, 495, 501, 502, 521, 526, 532, 533, 539, 540, 544, 546, 549, 550, 554, 559, 564, 575, 579, 580, 582, 584, 586, 593, 599, 601, 602, 605, 616, 617, 618, 626, 633, 634, 635, 637, 638, 642, 643, 644, 649, 653, 667, 695 Group C Stores 3, 4, 7, 9, 11, 12, 13, 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, 403, 404, 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, 677, 703, 706 Group D Stores 6, 28, 29, 30, 42, 46, 47, 48, 53, 54, 56, 65, 69, 71, 78, 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, 537, 538, 547, 551, 561, 571, 587, 589, 594, 612, 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 01

85 Whisky Shop This is a sold program. Participation is mandatory. Key Dates Start Date: January 29, 2017 Take Down: April 22, 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, 630, 631, 632, 640, 641, 643, 649, 653, 694, 699, 702, 741, 776 For product and Planoguide questions please call: Marijke McLean Category Manager, Brown Spirits Peter Cloutier Product Manager, Brown Spirits Marketing & Product Guide 83

86 Whisky Shop Winter (PT12 PT1) hello SUNSHINE Overview The Whisky Shop Winter Turn runs from January 29, 2017 to April 22, 2017 (Period 12 Period 1). For signage questions and general comments, please contact hellolcbo. For product and Planoguide questions please call: Marijke McLean Category Manager, Brown Spirits Peter Cloutier Product Manager, Brown Spirits Signage & Re-ordering 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 Whisky Shop Category Sign Colour Fill (for English stores with larger than 4 fixtures only) 1 1 Please Contact hellolcbo DMS-WS008 Whisky Shop Distillery Feature Shelf Talker English/French DMS-WS009 Whisky Shop Generic Shelf Talker English/French 84 Period 01

87 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 2016 Ontario Wine Awards 2016 National Wine Awards Marketing & Product Guide 85

88 Our Wine Country Ontario Superstars hello SUNSHINE Ontario Wines Superstars This program 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: March 26, 2017 Take Down: April 23, 2017 Participating Products LCBO# Product Size Château des Charmes Gamay Noir VQA 750 ml Sibling Rivalry White VQA 750 ml GROUP 1: Cut Case Displays Participating Stores 1, 3, 5, 8, 10, 11, 12, 13, 14, 15, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 31, 34, 35, 36, 37, 38, 39, 43, 44, 45, 47, 50, 54, 56, 57, 58, 59, 60, 61, 62, 63, 64, 72, 73, 77, 79, 80, 83, 85, 86, 90, 95, 97, 101, 102, 103, 106, 124, 125, 132, 140, 143, 145, 148, 149, 153, 154, 155, 160, 163, 165, 167, 168, 171, 179, 182, 183, 185, 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, 253, 255, 265, 268, 269, 270, 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, 374, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 393, 394, 397, 398, 400, 402, 406, 415, 416, 419, 426, 427, 428, 429, 431, 432, 434, 438, 444, 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, 556, 559, 566, 568, 569, 572, 573, 575, 579, 584, 586, 589, 590, 601, 605, 614, 616, 617, 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# P0118-OWS-01 Cut Case Display (Example only) 86 Period 01 Shelf Talker Pricer Cards Cut Case Backer #1 Cut Case Backer #2

89 Our Wine Country Ontario Superstars GROUP 2: Shelf Talkers Only Participating Stores 2, 9, 32, 48, 49, 53, 71, 275, 309, 315, 320, 333, 358, 363, 365, 403, 410, 418, 436, 512, 515, 526, 535, 583, 598, 697 Merchandising Instructions Install pre-printed Shelf Talkers in-section in front of the participating products. Shelf Talkers (Example only) Re-ordering Ontario Superstars Pre-printed Shelf Talkers Re-order# P0118-OWS-03 GROUP 3: 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, 341, 351, 373, 384, 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 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# P0118-OWS-04 VQA Gondola Fixture (Example only) Single Bottle Backer Card Single Bottle Backer Card Double Bottle Backer Card Marketing & Product Guide 87

90 Popular Pick this is a sold program. participation is mandatory hello SUNSHINE 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: March 27, 2017 Take Down: April 24, 2017 Participating Products LCBO# Product Size Offer French Cross Shiraz Bag in Box 4000 ml $3.00 LTO Participating Stores 16, 29, 30, 42, 46, 52, 66, 67, 69, 70, 75, 76, 78, 81, 83, 87, 88, 89, 91, 92, 94, 96, 98, 99, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 126, 127, 128, 129, 131, 133, 134, 136, 137, 138, 141, 142, 146, 147, 151, 152, 157, 158, 159, 161, 162, 166, 169, 170, 172, 173, 174, 176, 178, 180, 181, 184, 189, 193, 194, 197, 204, 205, 208, 213, 219, 220, 222, 223, 224, 225, 230, 231, 232, 235, 236, 239, 240, 241, 245, 247, 251, 254, 256, 257, 258, 259, 260, 261, 262, 264, 266, 267, 270, 271, 272, 273, 274, 276, 277, 280, 281, 282, 283, 284, 285, 290, 291, 292, 293, 294, 296, 297, 299, 301, 302, 303, 304, 305, 307, 308, 314, 316, 317, 318, 319, 322, 323, 327, 328, 330, 331, 332, 335, 336, 337, 338, 339, 347, 348, 349, 350, 352, 355, 364, 368, 369, 370, 372, 375, 377, 379, 380, 395, 399, 405, 409, 413, 414, 421, 422, 423, 430, 433, 435, 439, 440, 441, 442, 447, 448, 449, 451, 454, 455, 460, 462, 463, 464, 466, 468, 471, 472, 473, 474, 475, 476, 478, 479, 480, 482, 484, 487, 488, 489, 492, 493, 496, 504, 506, 507, 509, 510, 514, 516, 517, 519, 520, 524, 527, 529, 530, 531, 541, 543, 547, 548, 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# P0118-OWS-02 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. 88 Period 01

91 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. 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 Permanent Signage Staff Picks Backer Card English Staff Picks Backer Card Bilingual Marketing & Product Guide 89

92 Our Wine Country Group 1: VQA Cube Fixture this is a sold program. participation is mandatory Our Wine Country VQA Cube Fixture Features four Ontario VQA products. Stores must order the products required (minimum of one case per SKU) Key Dates Install: March 26, 2017 Take Down: April 23, 2017 hello SUNSHINE 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 Henry Of Pelham Baco Noir VQA 750 ml Cave Spring Dry Rosé VQA 750 ml Lily Sparkling Wine VQA 750 ml Sandbanks Riesling-Gewürztraminer 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 3 Re-order# DMS-P1217-OWS-005 Only stores belonging to this group can order these signs. 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) 90 Period 01

93 Price subject to change without notice. While supplies last. / Les prix peuvent changer sans préavis. Jusqu à épuisement des stocks. Price subject to change without notice. While supplies last. / Les prix peuvent changer sans préavis. Jusqu à épuisement des stocks. Price subject to change without notice. While supplies last. / Les prix peuvent changer sans préavis. Jusqu à épuisement des stocks. Price subject to change without notice. While supplies last. / Les prix peuvent changer sans préavis. Jusqu à épuisement des stocks. 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, 341, 351, 373, 384, 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 Henry Of Pelham Baco Noir VQA 750 ml Cave Spring Dry Rosé VQA 750 ml Lily Sparkling Wine VQA 750 ml Sandbanks Riesling-Gewürztraminer 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 3 Re-order# DMS-P1217-OWS-005 Our Wine Country Backer Card (Permanent Signage) Only stores belonging to this group can order these signs. Our Wine Country FSI VQA Gondola Fixture Permanent Signage FULL- BODIED & FIRM CORSÉ ET FERME HENRY OF PELHAM BACO NOIR VQA Smoky berry flavours on a juicy and Notes fumées de baies; trame juteuse lively edge. Ideal with steak. et énergique. Idéal avec le bifteck. $ (D/S 14 g/l) 750 ml À afficher jusqu au : 21 mai 2017 LIGHT & FRUITY DÉLICAT ET FRUITÉ LILY SPARKLING WINE VQA Playful peach and apple notes make Notes exubérantes de pêche et de pomme. this sparkler a perfect brunch bubbly. Parfait pour agrémenter le brunch. $ (D/S 17 g/l) 750 ml À afficher jusqu au : 21 mai 2017 MEDIUM- BODIED & DRY MI-CORSÉ ET SEC CAVE SPRING DRY ROSÉ VQA Fresh berry notes on a dry finish make Notes de baies et finale sèche. Exquis this rosé great with potato salad. avec la salade de pommes de terre. $ (XD/TS 2 g/l) 750 ml OFF-DRY & FRUITY DEMI-SEC ET FRUITÉ SANDBANKS RIESLING-GEWÜRZTRAMINER VQA Luscious lime, pear and honeysuckle Notes opulentes de lime, de poire et flavours pair beautifully with pork. de chèvrefeuille. Idéal avec le porc. $ (D/S 17 g/l) 750 ml Shelf Talkers Our Wine Country FSI Backer Card Marketing & Product Guide 91

94 VQA Staff Tasting Program hello SUNSHINE 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: Ontario Customer Favourites Key Dates Install Date: Upon tasting selections made Take Down Date: April 23, 2017 LCBO# Product Size Sandbanks Estate Baco Noir VQA 750 ml Pelee Island Pinot Noir 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 Family Series Chardonnay VQA Peller Estates 750 ml Trius Red VQA 750 ml NOTE: Select only two (2) products from the list for tasting Merchandising Instructions: Install your TWO (2) handwritten, My Ontario Pick Shelf Talkers in front of the endorsed product, on shelf the current promotional period only. This is a monthly program, Shelf Talkers must be taken down and replaced each Period. Components My Ontario Pick Shelf Talkers (English & French) English Version Re-order# DMS-MYPICK-01 French Version Re-order# DMS-MYPICK-011 Perpendicular Shelf Talker Clip Re-order# PSTC (10 clips/pkg) 92 Period 01

95 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 93

96 Ontario Customer Favourite Shelf Talker this is permanent signage hello SUNSHINE 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. This is a PERMANENT in-store Shelf Talker that MUST be merchandised until further notice. Participating Products LCBO# Product Size Sandbanks Estate Baco Noir VQA 750 ml Open Riesling Gewürztraminer VQA 750 ml Pelee Island Pinot Noir 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 Pelee Island Pinot Grigio VQA 750 ml Open Smooth Red VQA 750 ml Pelee Island Cabernet Franc 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-FAVST1 Bilingual Re-order# DMS-FAVST2 Perpendicular Shelf Clips (PSTC201404) (10 clips/pkg) 94 Period 01

97 2016 Ontario Wine Awards no changes from last period 2016 Ontario Wine Awards The following Ontario wines have recently been recognized by the 2016 Ontario Wine Awards. The Shelf Talkers are to support the 2016 Ontario Wine Award winners for both LCBO and Vintages products. Please highlight these wines in stores with shelf talkers. Participating Products LCBO# Product Size Konzelmann Pinot Blanc VQA 750 ml Henry of Pelham Cuvée Catharine Brut Rosé VQA 750 ml McMichael Collection Chardonnay VQA 750 ml Château des Charmes Gamay Noir VQA 750 ml Sandbanks Estate Shoreline White VQA 750 ml Pelee Island Pinot Noir VQA 750 ml Vineland Estates Dry Riesling VQA 750 ml Sandbanks Mouton Noir Foch-Baco VQA 750 ml Creekside Cabernet Merlot VQA 750 ml Vintages Products Tawse Sketches of Niagara Chardonnay 750 ml 1578 Flat Rock Twisted White 750 ml Merchandising Instructions Please install the 2016 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 95

98 National Wine Awards 2016 this is permanent signage hello SUNSHINE 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) 96 Period 01

99 Beer Programs Ontario Craft Beer End Aisle Craft Beer Program Ontario Craft Beer (Quarterly Program) Marketing & Product Guide 97

100 Ontario Craft Beer End Aisle hello SUNSHINE Key Dates Install: March 26, 2017 Take Down: April 22, 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# Brand Format (ml) Distributor Code Brewer NOTE: The participating product list will be published via SMi enewsletter. NOTE: FLS designated stores must display Bilingual version of the product Shelf Talkers. Components Pre-Printed Shelf Talkers (English & Bilingual) Re-order# DMS-P1317-OCB-097 End Aisle Backer Card Re-order# OCBEA01 OCB End Aisle Backer Card Re-order# OCBEA01 98 Period 01

101 Craft Beer Program Key Dates Install: February 26, 2017 Take Down: June 17, 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 Belguim Ale Tulsa Twister Farmhouse Saison Cuvee des Jacobins Belgian Lambic Ale Green Devil Premium English IPA Uerige Alt Ayinger Weizen-Bock Lindemans Cuvee Rene Cheval Blanc Double Blanche Charlevoix Dominus Vobiscum Lupulus Steamworks Jasmine IPA Le Trou Du Diable La Saison Du Tracteur Doppel Hirsch Doppelbock 500 NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers. Marketing & Product Guide 99

102 Ontario Craft Beer (Quarterly Program) hello SUNSHINE Key Dates Install: February 26, 2017 Take Down: May 20, 2017 Participating Stores Mandatory Participation 1, 2, 3, 4, 5, 6, 9, 10, 11, 14, 15, 18, 19, 20, 21, 25, 31, 35, 36,, 37, 38, 40, 60, 95, 106, 115, 130, 143, 149, 156, 163, 171, 185, 187, 200, 209, 212, 214, 217, 243, 288, 295, 298, 300, 329, 334, 346, 355, 360, 367, 371, 373, 378, 385, 393, 407, 411, 417, 420, 432, 437, 438, 445, 452, 457, 485, 495, 499, 522, 528, 532, 542, 544, 545, 549, 553, 568, 572, 573, 575, 579, 624, 629, 630, 700, 702, 742, 771, 776. Components Pre-Printed Shelf Talkers (English & Bilingual) Re-order# DMS-P1117-OCB-093 Participating Products Item# Description Size Brewery Distributor Code Eephus Oatmeal Ale 650 ml Left Field Walkerville Easy Stout 473 ml Walkerville Redline Clutch 473 ml Redline Brewhouse Cassel Golden Rail Honey Brown Ale 500 ml Cassel Brewery 5581 NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers. 100 Period 01

103 Craft Beer Mystery Bag Participating Stores - All Stores are welcome to participate Marketing & Product Guide 101

104 Craft Beer Mystery Bag hello SUNSHINE Overview Select LCBO stores have initiated a Craft Beer Mystery Bag program i.e., preassembled LCBO bags that include 4 craft beers. Customers don t know what beers they re getting until they get home. This initiative has been met with soaring sales and positive attention on social media, (and media too!). To help support this popular initiative, signage is now available to order. Components Grab A Mystery Bag! Category Sign Re-order# DMS-P0217-OCB-200 Stickers Re-order# DMS-P0217-OCB-201 Merchandising Instructions Store staff should handwrite this information in the designated fields before applying the sticker to each individual bag. The following information is required of each product in order to meet labeling requirements: Sku # Common name (e.g. Beer/Biére) Volume (e.g. 473mL) Alcohol content (e.g. 5% alc./vol.) Total Price 102 Period 01

105 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) 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 Merchandising Instructions: Ensure all featured products for your store s local brewery/cidery are merchandised in the fridge. If there are multiple participating skus, they must merchandised together as a brand family. Merchandise up to three (3) handwritten, Brewed In The Neighbourhood Shelf Talkers in front of the endorsed product in-section. Using a black marker fill in the product name, brewery/cidery, and distance from the store. Note that stores who support contract breweries though this program will not receive signage, but should continue to merchandise the featured products in the beer fridge. Marketing & Product Guide 103

106 Local Fridge Program this is permanent signage hello SUNSHINE Store Brewery Distance CSPC Core Skus 4 Bickworks 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 104 Period 01

107 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 105

108 Local Fridge Program this is permanent signage hello SUNSHINE 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) 106 Period 01

109 Vintages Vintages BAM & Signage Vintages Ontario Superstars Marketing & Product Guide 107

110 Vintages BAM & LTO Signage hello SUNSHINE 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: March 26, 2017 Take Down: April 22, 2017 LTO Key Dates Install: March 27, 2017 Take Down: April 23, 2017 Participating Stores 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 29, 30, 31, 33, 34, 35, 36, 38, 40, 41, 42, 44, 45, 49, 51, 54, 55, 57, 58, 60, 62, 63, 64, 65, 68, 70, 71, 72, 73, 74, 77, 78, 79, 82, 83, 84, 93, 95, 97, 99, 101, 102, 106, 112, 115, 124, 125, 127, 130, 132, 139, 140, 143, 144, 145, 148, 149, 153, 154, 156, 163, 164, 165, 166, 167, 168, 171, 175, 178, 179, 182, 185, 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, 367, 368, 371, 373, 378, 380, 381, 383, 384, 385, 386, 387, 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, 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, 661, 665, 667, 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. You may continue to use the current BAM/LTO Shelf Talker generic template to reprint any damaged signage. LTO Shelf Talker - Example Only BAM Shelf Talker - Example Only 108 Period 01

111 Participating Products Vintages BAM & LTO Signage LCBO# Description Size Was* Now* Offer LAN CRIANZA 750 ml $ BAM LAKEVIEW CELLARS VIDAL ICEWINE 200 ml $ BAM ROCCA DELLE MACÌE CHIANTI RISERVA 750 ml $ BAM WAKEFIELD SHIRAZ 750 ml $ BAM BANERO EXTRA DRY PROSECCO KPM 750 ml $14.90 $13.90 $1.00 LTO CHÂTEAU ARGADENS 750 ml $17.95 $15.95 $2.00 LTO CREEKSIDE ICONOCLAST SYRAH 750 ml $22.95 $19.95 $3.00 LTO FLOR DE VETUS VERDEJO 750 ml $15.95 $14.95 $1.00 LTO G. MARQUIS THE SILVER LINE PINOT NOIR 750 ml $19.95 $17.95 $2.00 LTO JIP JIP ROCKS CHARDONNAY 750 ml $16.95 $14.95 $2.00 LTO KIM CRAWFORD SAUVIGNON BLANC 750 ml $19.95 $17.95 $2.00 LTO LAKEVIEW CABERNET FRANC ICEWINE 200 ml $29.95 $26.95 $3.00 LTO MONTE ZOVO SA' SOLIN RIPASSO VALPOLICELLA 750 ml $18.95 $16.95 $2.00 LTO OYSTER BAY CHARDONNAY 750 ml $18.95 $15.95 $3.00 LTO PERRIN RÉSERVE 750 ml $16.95 $14.95 $2.00 LTO RINGBOLT CABERNET SAUVIGNON 750 ml $21.95 $19.95 $2.00 LTO STAGS' LEAP WINERY CABERNET SAUVIGNON 750 ml $49.95 $44.95 $5.00 LTO TAWSE SKETCHES OF NIAGARA CHARDONNAY 750 ml $21.95 $19.95 $2.00 LTO TEDESCHI AMARONE DELLA VALPOLICELLA CLASSICO 750 ml $44.95 $39.95 $5.00 LTO THE FOREIGN AFFAIR ENCHANTED 750 ml $17.95 $15.95 $2.00 LTO THE FOREIGN AFFAIR THE CONSPIRACY 750 ml $19.95 $17.95 $2.00 LTO TOASTED HEAD CHARDONNAY 750 ml $18.95 $15.95 $3.00 LTO TORRES GRAN CORONAS RESERVA CABERNET SAUVIGNON 750 ml $19.95 $17.95 $2.00 LTO WILLM RÉSERVE RIESLING 750 ml $15.95 $14.95 $1.00 LTO *Prices subject to change Marketing & Product Guide 109

112 Vintages Ontario Superstars Vintages Ontario Superstars The Vintages Ontario 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 and is being added to participating stores location maps each period. The program is set with a suggested minimum of one case to support the program; i.e., one case will be forced to each participating store. Stores should replenish as required. hello SUNSHINE Key Dates Install: March 26, 2017 Take Down: April 23, 2017 Participating Stores Kit 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 44, 60, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 97, 99, 102, 124, 144, 145,154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 207, 209,211, 214, 218, 223, 233, 237, 244, 248, 260, 265, 268, 269, 278, 296, 311, 324, 340, 353, 354, 359, 372, 373, 381, 386, 391, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 499, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 602, 637 Kit 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 33, 36, 38, 40, 41, 55, 57, 58, 74, 93, 95, 106, 130, 132, 143, 148, 149, 156, 164, 171, 179, 185, 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, 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 The Foreign Affair The Conspiracy 750 ml 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. 110 Period 01 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 # 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

113 Enhanced Trade Tastings Program Key Dates Start Date: March 26, 2017 End Date: April 23, 2017 This is a sold program. Participation is mandatory. Marketing & Product Guide 111

114 Enhanced Trade Tastings Program hello SUNSHINE Overview During Period 1, 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 A Tastings Grey Goose Grand Fizz Collection Stores Date Time Tasting Number 1 08 Apr PM Apr PM Mar PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Participating Products LCBO# Grey Goose Citron LCBO# Grey Goose Orange Agent: Bacardi Canada Components: ONLY LCBO approved supplier-produced items shown below are permitted. Signage is approved for display only during the tasting. Signage Components Image Signage Components Image Custom Mobile Cart Themed Attire Large Banner sign Customer Takeaway (Note: Store to provide Hero fixture for supplier use during tasting only.) Wicker Basket (Please provide two (2) baskets for product display.) Table Props (Note: Table runner 2.5 x 6 positioned across bar, not hanging down the front.) Counter Sign (max. 12 x 15 ) 112 Period 01

115 hello SUNSHINE Enhanced Trade Tastings Program Option 1 A Tastings Bacardi Blue Jays Stores Date Time Tasting Number 4 30 Mar PM Apr PM Apr PM Apr PM Apr PM Mar PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Stores Date Time Tasting Number Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Mar PM Apr PM Mar PM Apr PM Mar PM Apr PM Mar PM Apr PM Apr PM Apr PM Apr PM Mar PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Apr PM Participating Products LCBO# Oakheart LCBO# Bacardi Limon Agent: Bacardi Canada Components: ONLY LCBO approved supplier-produced items shown below are permitted. Signage is approved for display only during the tasting. Marketing & Product Guide 113

116 Enhanced Trade Tastings Program hello SUNSHINE Signage Components Image Signage Components Image Portable Tasting Bar Insert Themed Attire Large Banner sign Customer Takeaway (Note: Store to provide Hero fixture for supplier use during tasting only.) Wicker Basket Table Props (Please provide two (2) baskets for product display.) Counter Sign (max. 12 x 15 ) 114 Period 01

117 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 115

118 Participating Stores hello SUNSHINE 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) 116 Period 01

119 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 185 H 5P 25 Y F 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 Perimeter Banner Language (FLS) Marketing & Product Guide 117

120 Participating Stores hello SUNSHINE 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 197 T 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 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 247 T 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 Perimeter Banner Language (FLS) 118 Period 01

121 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 P F 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 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 344 H 15S 30 Y 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 Perimeter Banner Language (FLS) Marketing & Product Guide 119

122 Participating Stores hello SUNSHINE 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 394 H 20P 40 Y FF 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 10P 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 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 443 H 15P 30 Y FF 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 Perimeter Banner Language (FLS) 120 Period 01

123 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 491 H 15S 30 Y 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 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 Perimeter Banner Language (FLS) Marketing & Product Guide 121

124 Participating Stores hello SUNSHINE 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 590 H 20P 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 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 643 H 10S 20 Y F 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 F F 658 H 15S 20 Y H 8S 8 Y F 665 5S F 667 H Y 50 6 F F F 694 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) 122 Period 01

125 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 123

126 Display Programs Participating Products hello SUNSHINE Location LCBO# Description Size (ml) Support Programs DOTW # Bacardi Oakheart Spiced Rum 750 FSI DOTW # J.P. Wiser's Double Still Rye Canadian Whisky 750 FSI DOTW # Georges Duboeuf Beaujolais-Villages 750 FSI DOTW #4 117 Bacardi Superior 750 FSI Molson Canadian 6 x 473 SOLD SPACE PROGRAMS Molson Canadian 6 x 341 LTO, Value Add Molson Canadian 6 x 355 LTO Bolla Pinot Grigio Delle Venezie 750 LTO, Wine Fridge Jackson-Triggs Merlot 1500 LTO Jackson-Triggs Sauvignon Blanc 1500 LTO Gabbiano Chianti Classico Docg 750 LTO Luccarelli Primitivo Puglia Igt 750 LTO Jackson-Triggs Cabernet Sauvignon Bag In Box 4000 LTO Freixenet Cordon Negro Brut Cava 750 LTO Epica Red 750 LTO French Cross Pinot Grigio Bag In Box 4000 LTO 1206 Bacardi Gold Rum 750 Value Add Bacardi Superior Rum (P.E.T) Bacardi Limon 750 Value Add Pelee Island Monarch Red VQA 750 LTO Frescobaldi Castiglioni Chianti Docg 750 LTO Yellow Tail Shiraz 750 LTO Absolut Vodka 750 Value Add Absolut Vodka 1140 LTO Absolut Vodka 1750 Value Add Woodbridge By Robert Mondavi Cabernet Sauv 750 LTO Les Jamelles Merlot Vin De Pays D'Oc 750 LTO French Cross Cab Merlot Bag In Box 4000 LTO Jose Cuervo Especial Silver 750 LTO Jose Cuervo Especial Gold Jose Cuervo Especial Gold Tequila 1140 LTO Masi Campofiorin Igt 750 LTO Sandbank Pinot Grigio VQA 750 LTO Ghost Pines Merlot 750 LTO 42 Canadian Club Premium 750 BAM Canadian Club Premium 1750 BAM Canadian Club Premium 1140 BAM 124 Period 01

127 hello SUNSHINE Display Programs Participating Products Location LCBO# Description Size (ml) Support Programs Grey Goose Cherry Noir 750 LTO Grey Goose Le Citron 750 LTO Grey Goose Vodka L'Orange 750 LTO 1487 Crown Royal 750 Value Add Crown Royal 1750 LTO Crown Royal Apple 750 LTO Latour Chardonnay Bourgogne 750 LTO, Wine Fridge Sandbanks Estate Dunes White VQA 750 LTO Lindemans Bin 65 Chardonnay 750 LTO Yvon Mau Merlot Vdp 750 LTO Black Cellar Shiraz Cabernet 1500 LTO Gentleman's Collection Cabernet Sauvignon 750 LTO Jim Beam White Label Bourbon 750 Value Add Jim Beam Black Kentucky Bourbon Aged 6 Years 750 LTO Jim Beam Apple 750 LTO Iceberg Vodka 1140 LTO Iceberg Vodka Iceberg Vodka 1750 BAM Fuzion Organic Malbec Cabernet 750 LTO South Cabernet Sauvignon Merlot Organic 750 LTO Las Mulas Cabernet Sauvignon Reserva Organic 750 LTO Bouchard Pere & Fils Macon-Lugny St-Pierre 750 LTO Sandbanks Riesling VQA 750 LTO Ruffino Lumina Pinot Grigio Igt 750 LTO, Wine Fridge 1743 Ruffino Chianti 750 LTO Cave Spring Gamay VQA 750 LTO Angels Gate Sussreserve Riesling VQA 750 LTO SOLD SPACE PROGRAMS 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 125

128 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. hello SUNSHINE SOLD SPACE PROGRAMS Extender Location LCBO# Description Size (ml) Support #of Extenders Programs R1 Vodka A Tag No. 5 Vodka 750 LTO Y Y R2 Vodka B Tito's Handmade Vodka 750 LTO Y Y Y Y Y R3 Vodka C Prince Igor Extreme Vodka 1140 LTO Y Y Y Y Y Y R4 Vodka D Ketel One Vodka 750 LTO Y Y Y Y Y Y Y Y Y R5 Vodka E Smirnoff Vodka (P.E.T.) 750 LTO Y Y Y Y Y Y Y Y Y R6 Rum A Gosling's Black Seal Rum 750 LTO Y R7 Rum B Bacardi Gold Rum 1140 LTO Y Y Y Y Y R8 Rum C The Kraken Black Spiced Rum 1140 LTO Y Y Y Y Y Y R9 Rum D Flor De Cana Clasico 5 Rum 750 LTO Y Y Y Y Y Y Y R10 Rum E Bacardi Superior Rum (P.E.T) 1140 Value Add Y Y Y Y Y Y Y Y Y R11 Canadian Whisky A Stalk & Barrel Blue Blend 750 LTO Y Y R12 Canadian Whisky B 3558 Gibson's Finest Rare 12 Years Old 750 LTO Y Y Y Y Y R13 Canadian Whisky C Canadian Club Classic 12 Year Old 1140 LTO Y Y Y Y Y Y Y R14 Canadian Whisky D Crown Royal Vanilla 750 LTO Y Y Y Y Y Y Y Y R15 Canadian Whisky E Forty Creek Copper Pot Reserve 1750 LTO Y Y Y Y Y Y Y Y Y R16 Scotch A 1867 Drambuie 750 Value Add Y Y Y Y Y Y R17 Scotch B 2360 J & B Rare 750 BAM Y Y Y Y Y Y Y Y Y R18 Gin A Bombay Sapphire London Dry 1140 Value Add Y Y Y Y Y Y Y R19 Liqueurs A Sortilege 750 LTO Y Y Y Y R20 Liqueurs B 5959 Baileys Irish Cream 750 Value Add Y Y Y Y Y Y R21 Liqueurs C Disaronno Originale Amaretto 1140 LTO Y Y Y Y Y Y Y Y R22 Liqueurs D Southern Comfort 1140 LTO Y Y Y Y Y Y Y Y Y R23 Brandy A 9365 Small Cask Brandy 750 BAM Y R24 Brandy B 1925 Courvoisier VS 750 LTO Y Y Y Y Y Y Y R25 Tequila A Cazadores Blanco Tequila 750 LTO Y Y Y Y R26 Ontario Blend A French Cross Dry White 1500 LTO Y Y Y Y Y Y R27 Ontario Blend B Trius Sauvignon Blanc VQA 750 LTO Y Y Y Y Y Y Y R28 Ontario Blend C Peller Estates Family Series Baco Noir VQA 750 LTO Y Y Y Y Y Y Y Y Y R29 Ontario Non-VQA A Bodacious Smooth Red 750 LTO Y Y Y Y Y R30 Ontario Non-VQA B Kittling Ridge White Zinfandel Vidal 1500 LTO Y Y Y Y Y Y R31 Ontario Non-VQA C Pelee Island Shiraz/Cabernet 750 LTO Y Y Y Y Y Y Y Y Y R32 Ontario Non-VQA D French Cross Shiraz 1500 LTO Y Y Y Y Y Y Y Y Y R33 Ontario VQA A Inniskillin Late Autumn Riesling VQA 750 LTO Y Y Y R34 Ontario VQA B Strewn Chardonnay Barrel-Aged VQA 750 LTO Y Y Y Y R35 Australia/New Zealand A Hardys Stamp Series Shiraz/Cabernet 750 LTO Y Y Y R36 Australia/New Zealand B Nugan Estate Third Generation Chardonnay 750 LTO Y Y Y Y R37 Australia/New Zealand C Villa Maria Private Bin Pinot Noir 750 LTO Y Y Y Y Y Y Y R38 Australia/New Zealand D Wakefield Promised Land Cabernet Sauvignon 750 LTO Y Y Y Y Y Y Y Y Y R39 USA A Menage A Trois Red 750 LTO Y Y Y Y Y Y Y Y R40 USA B Charles & Charles Chardonnay 750 LTO Y Y Y Y Y Y Y Y Y R41 Chile A Santa Carolina Sauvignon Blanc Reserva 750 LTO Y Y Y Y R42 Chile B Gato Negro 9 Lives Reserve Cabernet Syrah 750 LTO Y Y Y Y Y Y Y Y Y 126 Period 01

129 hello SUNSHINE 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 R43 France Blend A J.P. Chenet Cabernet Syrah Pays D'Oc 750 LTO Y R44 France Blend B Malivoire Ladybug Rose (Vintages Essential) 750 LTO Y Y Y Y Y Y Y Y Y R45 France South A Moselland Bernkasteler Kurfurstlay Riesling 750 LTO Y Y R46 France South B Albert Bichot Bourgogne Pinot Noir Aoc 750 LTO Y Y Y Y Y Y Y France Bordeaux/ R47 Burgundy A Castillo De Monseran Garn, Carinena 750 BAM Y Y Y R48 Italy Central A Cesari Mara Valpolicella Ripass Superiore Doc 750 LTO Y Y R49 Italy Central B Castillo De Almansa Reserva 1500 LTO Y Y Y Y Y Y Y Y Y R50 Italy North A Illuminati Riparosso Mont D'Abruzzo Doc 750 LTO Y Y Y Y Y R51 Italy North B Hoya De Cadenas Reserva, Utiel-Requena 750 LTO Y Y Y Y Y Y Y Y R52 Southern Europe A C'Est La Vie Pinot Noir Syrah 750 LTO Y R53 Southern Europe B Lamberti Santepietre P Grigio Delle Venezie 750 LTO Y Y Y R54 Germany A Villa Sandi Prosecco Il Fresco Doc, Treviso 750 LTO Y Y Y Y Y Y Y R55 Sparkling A Henkell Trocken 750 LTO, Wine Fridge Y Y Y R56 Sparkling B Trapiche Extra Brut Sparkling 750 LTO Y Y Y Y Y Y R57 Ontario Beer A Amsterdam Boneshaker 473 LTO Y Y R58 Ontario Beer B 18 Heineken Lager 6 x 330 LTO Y Y Y Y Y Y Y Y Y R59 Beer 1 TBC Y R60 Beer James Ready x 473 BAM Y Y Y Y Y Y R61 Beer Brickworks Ciderhouse Queenstreet LTO Y Y Y Y Y Y R62 Beer Labatt Blue Ice 473 BAM Y Y Y Y Y Y Y R63 Party Zone Vodka Mudshake Orange Cream 4 x 270 LTO Y Y Y Y Y Y Y R64 Party Zone Breezer Tropical Orange Smoothie 1000 LTO Y Y Y Y Y Y R65 Party Zone Smirnoff Ice 6 x 355 LTO Y Y Y Y Y Y Y Y SOLD SPACE PROGRAMS Marketing & Product Guide 127

130 Community Shelf Extenders hello SUNSHINE Community Shelf Extenders SOLD SPACE PROGRAMS Location LCBO# Description Size (ml) Support Program Agent C1: Community Extender Smirnoff Lime Flavoured Vodka 750 LTO Diageo Canada Inc. C2: Community Extender Malibu Coconut Rum 750 LTO Corby Spirit And Wine Limited C3: Community Extender Panama Jack's Original Cream 750 LTO Andrew Peller Limited C4: Community Extender Barone Montalto Nero D'Avola-Cab Ter Sicilane 750 BAM C5: Community Extender Pknt Cabernet Sauvignon Reserve 750 LTO Select Wine Merchants Inc. M. Andrew Fine Wines, Beers & Spirits C6: Community Extender Brugal Anejo 750 LTO Beam Suntory C7: Community Extender Phillips Butter Ripple Schnapps 750 LTO Glazer's Of Canada C8: Community Extender Alize Gold Passion Liquor 750 LTO Charton Hobbs Inc C9: Community Extender Raven Conspiracy Wicked White VQA 750 LTO Andrew Peller Limited C10: Community Extender Nederburg The Winemaster's Cabernet Sauvignon 750 LTO Mark Anthony Brands 128 Period 01

131 hello SUNSHINE Discovery & Green Extenders Discovery Shelf Extenders Location LCBO# Description Size (ml) Support Program D1: Discovery Wines G. Marquis The Red Line Merlot VQA 750 LTO Agent Kirkwood Diamond Canada Partnership D2: Discovery Wines Rioja Bordon, Rioja Gran Reserva 750 LTO Eurovintage International Inc D3: Discovery Wines Raymond Classic Chardonnay 750 LTO Charton Hobbs Inc D4: Discovery BSM Schneider Weisse 500 LTO Premier Brand, Ltd. D5: Discovery BSM Guinness Blonde American Lager 473 LTO Diageo Canada Inc. D6: Discovery BSM Jaw Drop Sucking Lemons 473 LTO Dionysus Wines & Spirits Ltd. D7: Discovery Spirits Miguel Torres Chile Pisco El Gobernador 700 LTO Family Wine Merchants Inc. D8: Discovery Spirits Evan Williams Black Label Bourbon Whiskey 750 LTO Kirkwood Diamond Canada Partnership D9: Discovery Spirits Beatties Farm Crafted Vodka 750 LTO Epic Wines And Spirits Inc. Green Shelf Extender Location LCBO# Description Size (ml) Support Program Agent G1: Green Extender Banrock Station Unwooded Chardonnay Carton 1000 LTO Mondia Alliance Canada Inc. SOLD SPACE PROGRAMS Marketing & Product Guide 129

132 IMAGE Shelf Talkers hello SUNSHINE SOLD SPACE PROGRAMS LCBO# Description Size (ml) Support Program Agent Folonari Valpolicella Classico 1500 Philippe Dandurand Wines Ltd Mezzomondo Sangiovese Merlot Puglia Igt 750 Mondia Alliance Canada Inc Sailor Jerry Spiced Navy Rum 750 PMA Canada Ltd Colio Dry White 1500 Colio Estate Wines Colio Dry Red 1500 Colio Estate Wines Cellier Des Dauphins Carte Noire Cdr Aoc 750 Churchill Cellars Ltd Tennent's Export Lager 500 The Premium Beer Company Inc The Wolftrap Vignier Chenin Blanc Grenache Blanc 750 Univins And Spirits Canada Inc Collective Arts Rhyme & Reason Pale Ale 6 x 355 Collective Arts Brewing Limited Girls' Night Out Sangria 750 Colio Estate Wines Red Racer IPA 473 Central City Brewers + Distillers OPI Chardonnay 750 Mondia Alliance Canada Inc Girls' Night Out Peach Raspberry Rumba 1500 Colio Estate Wines Grande Cuvee Philippe Dandurand Wines Ltd Faxe Premium Lager 500 Bruce Ashley Group Sawdust City Golden Beach Pale Ale 473 Sawdust City Brewing Collective Arts Ransack The Universe IPA 473 Collective Arts Brewing Limited Muskoka Lakes Blueberry Wine 750 Muskoka Lake Winery Black Bellows White 500 Black Bellows Brewing Company Brickworks Island Peach Cider 473 Brickworks Ciderhouse Chopin Potato Vodka 750 Charton Hobbs Inc Steam Whistle Premium Pilsner 6 x 341 Steam Whistle Brewing Mezzomondo Negroamaro Puglia Igt 750 Mondia Alliance Canada Inc Moosehead Lager 473 The Premium Beer Company Inc. 130 Period 01

133 hello SUNSHINE Limited Time Offers LCBO# Description Size (ml) LTO Display Program 18 Heineken Lager 6 x 330 $1.00 Shelf Extender 67 Smirnoff Vodka 750 $ Sogrape Mateus Rose 750 $1.00 Mini Thematic 1743 Ruffino Chianti 750 $2.00 End Aisle 1925 Courvoisier VS 750 $5.00 Shelf Extender 3467 Johnnie Walker Red Label 375 $ Gibson's Finest Rare 12 Years Old 750 $2.00 Shelf Extender Henry Of Pelham Pinot Noir VQA 750 $ Moselland Bernkasteler Kurfurstlay Riesling 750 $1.00 Shelf Extender Smirnoff Vodka (P.E.T.) 750 $1.00 Shelf Extender Prince Igor Extreme Vodka 1140 $1.00 Shelf Extender Patron Silver Tequila 750 $5.00 Value Add Pelee Island Pinot Noir 750 $ Woodbridge By Robert Mondavi Cabernet Sauv 750 $2.00 End Aisle Bouchard Pere & Fils Macon-Lugny St-Pierre 750 $2.00 End Aisle Latour Chardonnay Bourgogne 750 $2.00 End Aisle, Wine Fridge Sawmill Creek Dry White Bag In Box 4000 $ Breezer Tropical Orange Smoothie 1000 $1.00 Shelf Extender J.P. Chenet Cabernet Syrah Pays D'Oc 750 $2.00 Shelf Extender Auchentoshan 12 Year Old Single Malt Scotch 750 $ Pelee Island Monarch Red VQA 750 $1.00 End Aisle Sandbanks Estate Dunes White VQA 750 $1.00 End Aisle Nederburg The Winemaster's Cabernet Sauvignon 750 $2.00 Comm. Extender Crown Royal 1750 $2.95 End Aisle Henkell Trocken 750 $2.00 Shelf Extender, Wine Fridge Fuzion Organic Malbec Cabernet 750 $2.00 End Aisle Sandbanks Riesling VQA 750 $1.00 End Aisle Lindemans Bin 65 Chardonnay 750 $1.50 End Aisle Villa Maria Private Bin Pinot Noir 750 $3.00 Shelf Extender Czechvar Premium Lager 500 $ Tag No. 5 Vodka 750 $1.00 Shelf Extender Masi Campofiorin Igt 750 $2.00 End Aisle Pelee Island Rouge 1500 $ C'Est La Vie Pinot Noir Syrah 750 $1.00 Shelf Extender Albert Bichot Bourgogne Pinot Noir Aoc 750 $2.00 Shelf Extender Jose Cuervo Especial Silver 750 $4.00 End Aisle Panama Jack's Original Cream 750 $2.00 Comm. Extender Sawmill Creek Pinot Grigio Chardonnay 1500 $2.00 Wine Fridge Inniskillin Merlot VQA 750 $ Pknt Cabernet Sauvignon Reserve 750 $2.00 Comm. Extender Malivoire Guilty Men Red VQA 750 $ Union Red VQA 750 $ Absolut Vodka 1140 $1.20 End Aisle Southern Comfort 1140 $4.00 Shelf Extender Marketing & Product Guide 131 SOLD SPACE PROGRAMS

134 Limited Time Offers hello SUNSHINE SOLD SPACE PROGRAMS LCBO# Description Size (ml) LTO Display Program Pelee Island Chardonnay Reserve VQA 750 $ Bacardi Gold Rum 1140 $1.00 Shelf Extender Freixenet Cordon Negro Brut Cava 750 $1.50 End Aisle South Cabernet Sauvignon Merlot Organic 750 $2.00 End Aisle White House Wine Co. Riesling P. Grigio VQA 750 $ Inniskillin Late Autumn Riesling VQA 750 $2.00 Shelf Extender Gabbiano Chianti Classico Docg 750 $3.00 End Aisle Trius Sauvignon Blanc VQA 750 $1.00 Shelf Extender Brugal Anejo 750 $2.20 Comm. Extender Iceberg Vodka 1140 $1.00 End Aisle Cave Spring Gamay VQA 750 $1.00 End Aisle Les Jamelles Merlot Vin De Pays D'Oc 750 $2.00 End Aisle Vintage Ink Chardonnay Rite Of Passage VQA 750 $ Sortilege 750 $2.00 Shelf Extender Luccarelli Primitivo Puglia Igt 750 $1.00 End Aisle Trapiche Extra Brut Sparkling 750 $1.50 Shelf Extender Jose Cuervo Especial Gold Tequila 1140 $3.00 End Aisle Raymond Classic Chardonnay 750 $3.00 Discovery Extender Illuminati Riparosso Mont D'Abruzzo Doc 750 $1.50 Shelf Extender Jackson-Triggs Cabernet Sauvignon Bag In Box 4000 $3.00 End Aisle G. Marquis The Red Line Merlot VQA 750 $1.00 Discovery Extender Jackson-Triggs Vidal 1500 $2.00 Wine Fridge Jaw Drop Sucking Lemons 473 $0.25 Discovery Extender Pimm's No. 1 Cup 750 $1.00 Mini Thematic Holsten Premium Pilsner 500 $ French Cross Dry White 1500 $2.00 Shelf Extender Phillips Butter Ripple Schnapps 750 $1.50 Comm. Extender Coors Light 6 x 473 $ Jackson-Triggs Chardonnay Bag In Box 4000 $ Colio Dry White Bag In Box 4000 $ Menage A Trois Red 750 $2.00 Shelf Extender Budweiser 6 x 473 $ Canadian Club Classic 12 Year Old 1140 $1.80 Shelf Extender Grey Goose Cherry Noir 750 $2.00 End Aisle The Kraken Black Spiced Rum 1140 $2.00 Shelf Extender Jim Beam Black Kentucky Bourbon Aged 6 Years 750 $3.60 End Aisle Yvon Mau Merlot Vdp 750 $1.00 End Aisle Santa Carolina Sauvignon Blanc Reserva 750 $2.00 Shelf Extender Hardys Stamp Series Shiraz/Cabernet 750 $1.00 Shelf Extender Alize Gold Passion Liquor 750 $3.00 Comm. Extender Bodacious Smooth Red 750 $1.00 Shelf Extender Bodacious Smooth White 750 $ Epica Red 750 $2.75 End Aisle Amsterdam Boneshaker 473 $0.20 Shelf Extender Flat Rock Good Kharma Chardonnay VQA 750 $ Wakefield Promised Land Cabernet Sauvignon 750 $2.00 Shelf Extender Bolla Pinot Grigio Delle Venezie 750 $2.00 End Aisle, Wine Fridge 132 Period 01

135 hello SUNSHINE Limited Time Offers LCBO# Description Size (ml) LTO Display Program Miguel Torres Chile Pisco El Gobernador 700 $3.00 Discovery Extender Cazadores Blanco Tequila 750 $2.00 Shelf Extender Schneider Weisse 500 $0.35 Discovery Extender Gosling's Black Seal Rum 750 $2.00 Shelf Extender Sandbank Pinot Grigio VQA 750 $1.00 End Aisle Jackson-Triggs Merlot 1500 $2.00 End Aisle Smirnoff Lime Flavoured Vodka 750 $1.00 Comm. Extender Chloe Chardonnay 750 $3.00 Wine Fridge Pelee Island Monarch Vidal VQA 750 $ Villa Sandi Prosecco Il Fresco Doc, Treviso 750 $2.00 Shelf Extender Charles & Charles Chardonnay 750 $2.00 Shelf Extender Forty Creek Copper Pot Reserve 1750 $2.90 Shelf Extender Jackson-Triggs Sauvignon Blanc 1500 $2.00 End Aisle Nugan Estate Third Generation Chardonnay 750 $1.50 Shelf Extender Crown Royal Apple 750 $2.00 End Aisle Evan Williams Black Label Bourbon Whiskey 750 $2.00 Discovery Extender Las Mulas Cabernet Sauvignon Reserva Organic 750 $2.00 End Aisle Tyskie Beer 500 $ Grey Goose Le Citron 750 $2.00 End Aisle Brickworks Ciderhouse Queenstreet $0.20 Shelf Extender Moosehead Lager 6 x 473 $ Rioja Bordon, Rioja Gran Reserva 750 $2.00 Discovery Extender Black Cellar Shiraz Cabernet 1500 $2.00 End Aisle XOXO Pinot Grigio Chardonnay Bag In Box 4000 $3.00 Wine Fridge Henry Of Pelham Sauvignon Blanc VQA 750 $ Creekside Cabernet Merlot VQA Shari s Pick Guinness Blonde American Lager 473 $0.25 Discovery Extender Gato Negro 9 Lives Reserve Cabernet Syrah 750 $2.00 Shelf Extender Raven Conspiracy Wicked White VQA 750 $1.00 Comm. Extender Alexander Keiths IPA 6 x 473 $ Beatties Farm Crafted Vodka 750 $2.50 Discovery Extender Vodka Mudshake Orange Cream 4 x 270 $1.50 Shelf Extender Smirnoff Ice 6 x 355 $1.00 Shelf Extender Jim Beam Apple 750 $5.00 End Aisle Ghost Pines Merlot 750 $2.00 End Aisle Ketel One Vodka 750 $2.00 Shelf Extender Game Changer The Obstinate Red VQA 750 $ Gentleman's Collection Cabernet Sauvignon 750 $2.00 End Aisle Deep Eddy Ruby Red Vodka 750 $1.70 FEM Crown Royal Vanilla 750 $2.00 Shelf Extender Malibu Coconut Rum 750 $1.00 Comm. Extender Stalk & Barrel Blue Blend 750 $3.00 Shelf Extender Don David Reserve Malbec 750 $2.00 End Aisle Sleeman Clear Shrink 6 x 473 $ Stella Artois 500 $ Sour Puss Apple Liquor 750 $ Strewn Chardonnay Barrel-Aged VQA 750 $1.00 Shelf Extender SOLD SPACE PROGRAMS Marketing & Product Guide 133

136 Limited Time Offers hello SUNSHINE SOLD SPACE PROGRAMS LCBO# Description Size (ml) LTO Display Program Jackson-Triggs Reserve Meritage VQA 750 $ Beringer Founders Estate Cabernet Sauvignon 750 $ Frescobaldi Castiglioni Chianti Docg 750 $2.00 End Aisle Guinness Draught 8 x 440 $ Malivoire Ladybug Rose (Vintages Essential) 750 $1.00 Shelf Extender Lamberti Santepietre P Grigio Delle Venezie 750 $2.00 Shelf Extender Grey Goose Vodka L'Orange 750 $2.00 End Aisle Peller Estates Family Series Dry Riesling VQA 750 $ Peller Estates Family Series Baco Noir VQA 750 $1.00 Shelf Extender Old Milwaukee Ice 6 x 473 $ French Cross Blush Bag In Box 4000 $2.00 Mini Thematic French Cross Cab Merlot Bag In Box 4000 $3.00 End Aisle Ruffino Lumina Pinot Grigio Igt 750 $2.00 End Aisle, Wine Fridge Kittling Ridge White Zinfandel Vidal 1500 $2.00 Shelf Extender Pelee Island Merlot 1500 $ Tito's Handmade Vodka 750 $2.50 Shelf Extender Flor De Cana Clasico 5 Rum 750 $2.00 Shelf Extender Disaronno Originale Amaretto 1140 $3.00 Shelf Extender Pelee Island Pinot Grigio 1500 $ Angels Gate Sussreserve Riesling VQA 750 $1.00 End Aisle Hoya De Cadenas Reserva, Utiel-Requena 750 $2.00 Shelf Extender Yellow Tail Shiraz 750 $1.00 End Aisle Pelee Island Shiraz/Cabernet 750 $1.00 Shelf Extender Castillo De Almansa Reserva 1500 $2.00 Shelf Extender Naked Grape Shiraz 750 $ Banrock Station Unwooded Chardonnay Carton 1000 $2.00 Green Extender French Cross Shiraz 1500 $2.00 Shelf Extender French Cross Shiraz Bag In Box 4000 $3.00 Popular Pick French Cross Pinot Grigio Bag In Box 4000 $3.00 End Aisle Molson Canadian 6 x 355 $1.00 End Aisle 134 Period 01

137 hello SUNSHINE Value Added Program Warehouse Applied Value Add Program Warehouse Applied LCBO# Description Size (ml) VA Approved VA Mother Carton# 620 Silk Tassel Canadian Whisky 750 Fireball Whisky 50 ml Prince Igor Vodka (P.E.T) 1140 Prince Igor Extreme 50 ml Patron Silver Tequila 750 Limited Edition Mexican Hertiage Tins Alberta Premium Whisky (P.E.T) 1750 CC 100% Rye 2 x 50 ml Alberta Pure Vodka (P.E.T) 750 Banff Ice 50 ml Prince Igor Extreme Vodka 1750 Forty Creek Barrel Select 100 ml Canadian Club 100% Rye 750 CC 100% Rye 50 ml Banff Ice Vodka 1750 Banff Ice 2 x 50 ml SOLD SPACE PROGRAMS Marketing & Product Guide 135

138 Value Added Program Sales Applied hello SUNSHINE SOLD SPACE PROGRAMS LCBO# Description Size (ml) VA Approved 240 Smirnoff Vodka 375 Smirnoff Sourced Grapefruit 50 ml 414 Pama Pomegranate Liquor 750 Hpnotiq 50 ml 935 Captain Morgan White Rum 750 Captain Morgan Spiced 50 ml 1206 Bacardi Gold Rum 750 Blue Jays Mini Jersey 1222 Wiser's Special Blend 750 JP Wiser's Deluxe 50 ml 1487 Crown Royal 750 Crown Royal Northen Harvest Rye 50 ml 1867 Drambuie 750 Grant's Family Reserve 50 ml 2691 Tanqueray Dry Gin 750 Ciroc 50 ml 5959 Baileys Irish Cream 750 $5.00 Kicking Horse Coffee coupon 8904 J. Wray Gold Rum 750 Forty Creek Barrel Select 50 ml Small Cask Brandy 1140 Forty Creek Barrel Select 50 ml Prince Igor Vodka (P.E.T) 1140 Prince Igor Extreme 50 ml Jim Beam White Label Bourbon 750 Jim Beam Apple 50 ml Grant's Family Reserve 750 Drambuie 50 ml Smirnoff Vodka 1750 Smirnoff Sourced Grapefruit 2 x 50 ml Alberta Premium Whisky (P.E.T) 1750 CC 100% Rye 2 x 50 ml Bulleit Bourbon Frontier Whiskey 750 Ciroc 50 ml Heineken Lager 6 x 330 UEAFA Champions League Heinken Hat Polar Ice Vodka (P.E.T) 750 LED Measured Pour Grey Goose Vodka 750 Grey Goose Flavours 50 ml Southern Comfort 750 Southern Comfort 50 ml Absolut Vodka 750 Tin Cup Mezzomondo Negroamaro Puglia Igt 1500 Spicebox 50 ml Jagermeister 750 Boxed Ginger Beer Smirnoff Vodka (P.E.T) 1140 Smirnoff Sourced Grapefruit 50 ml Polar Ice Vodka 750 LED Measured Pour St. Lucia Distillers Chairman's Reserve Rum 700 Skipper Rum 50 ml Flor De Cana Centenario 12 Rum 750 Glass with Recipe Insert Card Captain Morgan Dark Rum 1750 Captain Morgan Spiced 2 x 50 ml Henkell Rose 750 Easter Keepsake Martini Sweet Vermouth Red 500 Bombay with Necktag 50 ml Absolut Vodka 1750 JP Wiser's Deluxe 2 x 50 ml J.P. Wiser's Deluxe 1140 JP Wiser's Apple Whisky 50 ml Finlandia Vodka 1140 Jack Daniel's Honey 50 ml Bacardi Superior 1140 Blue Jays Branded Rock Glass Smirnoff Vodka 1140 Smirnoff Sourced Grapefruit 50 ml Skyy Vodka 1140 Forty Creek Double Barrel 50 ml Gordons Gin 1140 Captain Morgan Spiced 50 ml Bombay Sapphire London Dry 1140 Bombay Glass Captain Morgan Spiced Rum 1140 Crown Royal Vanilla 50 ml Fielding Pinot Grigio VQA 750 Chocolate Lucid Absinthe Superieure 750 Absinthe Spoon Icebox Long Island Iced Tea 1140 Peach Schnapps 50 ml 136 Period 01

139 hello SUNSHINE Value Add Program Sales Applied LCBO# Description Size (ml) VA Approved Polar Ice Vodka 1140 Polar Ice 90 North Vodka 50 ml Spicebox 750 Metal Ice Cubes Diplomatico Reserva 750 Diplomatico Exclusiva Rum 50 ml Aquinas Pinot Noir 750 Cork Stopper Wild Turkey 81 Proof Kentucky Straight Bourbon 750 Appleton Estate Reserve 50 ml Ramazzotti Sambuca 750 Measure Pour Bacardi Superior Rum (P.E.T) 1140 Blue Jays Branded Rock Glass Hardys Stamp Series Chardonnay/Semillon 750 Spicebox Whisky 50 ml Forty Creek Copper Pot Reserve Whisky 1140 Forty Creek Double Barrel 50 ml Bulleit Rye 750 Ciroc 50 ml Latour Bourgogne Gamay 750 Wine Stopper Prince Igor Extreme Vodka 1750 Forty Creek Barrel Select 100 ml Bacardi Oakheart Spiced Rum 750 Blue Jays Mini Jersey Ron Diplomatico Reserva Exclusiva Rum 750 Diplomatico Exclusiva Rum 50 ml Mount Gay Eclipse Rum 1750 Mount Gay Black Barrel 2 x 50 ml Russian Standard Platinum Vodka 750 Tomolives Viticoltori Acquesi Brachetto D'Acqui Spklng 750 Spring Flower Seeds Rumchata 750 RumChata 50 ml Tequila Rose Strawberry Cream Liqueur 750 Tequila Rose 50 ml Casamigos Tequila Blanco 750 Reposado Tequila 50 ml Canadian Club 100% Rye 750 CC 100% Rye 50 ml Robert Mondavi Private Selection Cab/Sav 750 Stacy's Pita Chips Coupon Bacardi Limon 750 Blue Jays Mini Jersey Skyy Infusions Blood Orange 750 Forty Creek Barrel Select 50 ml Stolichnaya Gold Vodka 750 Gold Earbuds Chic Choc Spiced Rum 750 Tin Cup Ciroc Original Unflavoured 750 Ciroc Apple 50 ml Ciroc Pineapple Spirit Drink 750 Ciroc Apple 50 ml Bob's Super Smooth Premium Spirit 750 Measuring Glass Fireball Cinnamon Whisky 1750 Fireball Whisky 50 ml Sapporo 6 x 500 Sunglasses Sogrape Vila Regia, Douro 750 Sandeman Ruby Port 50 ml Smirnoff Electric Berry 750 Smirnoff 50 ml Smirnoff Electric Apple 750 Smirnoff 50 ml Malibu Coconut Rum 750 Drink Umbrellas Deep Eddy Peach Vodka 750 Deep Eddy Ruby Red 50 ml Captain Morgan Spiced Rum 750 Crown Royal Apple 50 ml Sour Puss Raspberry Liquor 750 Sour Puss Apple 50 ml Tanqueray No. Ten Gin 750 Ciroc Blue Dot 50 ml Bolivar Coffee Liqueur 1140 Prince Igor Extreme 50 ml Montgras Cab Sauv Reserva 750 Iceberg 50 ml Miller Genuine Draft 6 x 355 MLB Collectible Molson Canadian 6 x 341 NHL Team Logo Hockey Laces SOLD SPACE PROGRAMS Marketing & Product Guide 137

140 Bonus AIR MILES Reward Miles hello SUNSHINE SOLD SPACE PROGRAMS LCBO# Description Size (ml) Display Program BAM 42 Canadian Club Premium 750 End Aisle Seagrams V.O Mommessin Cuvee St Pierre Rouge Gordons Gin J & B Rare 750 Shelf Extender Sauza Silver Captain Morgan Gold Rum Silent Sam Vodka Bees Baco Noir VQA Torres Sangre De Toro Garnacha, Catalunya Prince Igor Vodka (P.E.T) Small Cask Brandy 750 Shelf Extender Sogrape Grao Vasco Dao Bols Apricot Brandy 750 BBAM Duff Gordon Brandy Sauza Gold Tequila Yellow Tail Shiraz/Grenache Misterio Malbec Canadian Club Premium 1750 End Aisle Jura Superstition Single Malt Alberta Pure Vodka (P.E.T) Russian Prince Vodka (P.E.T) Gilbey's London Dry Castillo De Monseran Garn, Carinena 750 Shelf Extender Voga Quattro Sicilane Igt Canadian Club Premium (P.E.T) Russian Prince (P.E.T) Pasqua Pinot Grigio Delle Venezie Captain Morgan White Rum (P.E.T) Ogier Cotes Du Ventoux Rose Aoc 750 Mini Thematic, Wine Fridge James Ready x 473 Shelf Extender Sauza Hornitos Reposado Tequila Mission Hill Pinot Noir VQA Five Vineyards Perrier Jouet Grand Brut Champagne Montes Reserva Cabernet Sauvignon Louis Jadot Chardonnay Macon-Villages Argento Cabernet Sauvignon Reserva Banrock Station Pink Moscato Rose 750 Mini Thematic Prince Igor Vodka (P.E.T) Sandeman Late Bottled Vintage Port The Famous Grouse Cattos Rare Blended Scotch Alberta Premium Whisky Period 01

141 hello SUNSHINE Bonus AIR MILES Reward Miles LCBO# Description Size (ml) Display Program BAM Bell's Original Scotch Whisky Sauza Silver Grand Macnish Canadian Club Premium 1140 End Aisle Fetzer Gewurztraminer Seagrams 83 (P.E.T) Gerard Bertrand Cabernet Sauvignon Pays D'Oc Kourtakis Apelia Moscholfilero Wht Peloponnes Kourtakis Apelia Agiorgitiko(St George) Pelop Francois Lurton Sauvignon Blanc Bordeaux Aoc B & G Partager Domiane La Gardie Merlot Martini & Rossi Asti Veedha Douro Red Belvedere Pure Vodka Santa Carolina Sauvignon Blanc Jacob's Creek Reserve Chardonnay Mission Hill Chardonnay VQA Five Vineyards Concha Y Toro Frontera Cabernet Sauvignon JP Azeitao Red Dos Equis Lager Calvados Boulard Pays D'Auge Silk Tassel Canadian Whisky Bols Blue Curacao 750 BBAM Rosehall Run Defiant Pinot Noir VQA St Remy VSOP (P.E.T) Canadian Club Classic 12 Year Old Bombay Sapphire East Espolon Tequila Reposado Fonseca Bin No.27 Reserve Porto McGuigan Black Label Shiraz Basil Hayden Straight Bourbon Spumante Bambino Peach Prince Igor Vodka Islay Mist Scotch 8 Year Old MaCallan Gold Cono Sur Bicicleta Pinot Noir Dab Maibock Knob Creek Rye Carmen Gran Reserva Cabernet Trapiche Astica Sauvignon/Semillon Santa Carolina Merlot Colio Bricklayer's Predicament Chard P. Grigio VQA Pierre Sparr Gewurztraminer Jp Azeitao White Torres Vina Esmeralda Semi Dry White, Catalun Costa Mediana Valpolicella Ripasso Doc Villa Annaberta Valpolicella Ripasso Superiore Gingers Irish Whiskey SOLD SPACE PROGRAMS Marketing & Product Guide 139

142 Bonus AIR MILES Reward Miles hello SUNSHINE SOLD SPACE PROGRAMS LCBO# Description Size (ml) Display Program BAM The Balvenie 12 Yr. Doublewood Louis Bernard Cotes Du Rhone Villages Aoc Uber Riesling Kabinett Pfalz Bowmore Small Batch, Islay Auchentoshan American Oak, Lowland Girls' Night Out Bff White VQA Dr. McGillicuddy Intense Peach Four In Hand Shiraz Barossa Maestro Dobel Tequila Argento Pinot Grigio Great Lakes Pompous Ass De Valcourt Napoleon Brandy VSOP Central City Red Racer ISA Ara Pathway Pinot Noir Creemore Springs Lot 9 Pilsner Stock 84 Spirit Chateau Canteloup, Medoc Aoc Hennessy VS Cognac Brunello Di Montalcino Piccini Villa Al Cort Canadian Club 100% Rye Patron Citronge Extra Fine Lime Liqueur McGuigan Black Label Pinot Grigio Le Clairon Des Anges Costiere De Nimes Aop Fantini Farnese Numero Uno Primitivo Igp New Amsterdam Vodka Labatt Blue Ice 473 Shelf Extender Lacheteau Sauvignon Blanc Touraine Sawdust City Gateway Kolsch Tailgate Grand River Plowmans Ale McMichael Collection Chardonnay VQA Legendary Oddity Jcb Les Ursulines Bourgogne Chardonnay Aoc Distillery Root Beer 6 x Mill Street West Coast IPA Cote Mas Blanc Mediterranee Vdfrance Piqueras Black Label Old Vine Garnacha Alm Do Pasqua Romeo And Juliet Val Ripasso Superiore Doc Polar Ice Vodka (P.E.T) Ardmore Legacy Moet & Chandon Brut Rose Stormy Bay Cabernet Sauvignon Bowmore No Cazadores Extra Anejo Trapiche Malbec Luxardo Sambuca Dei Cesari J. Wray Gold Rum Hungarovin Debroi Cuvee Period 01

143 hello SUNSHINE Bonus AIR MILES Reward Miles LCBO# Description Size (ml) Display Program BAM Nicolas Feuillatte Brut Champagne Iceberg Vodka 1750 End Aisle Forty Creek Barrel Select Black Tower Dornfelder Pinot Noir Pfalz Casal Thaulero Sangiovese Terre Di Chieti Igt Argento Cabernet Sauvignon Alianca Terra Boa Tinto, Old Vines, Beira Argento Malbec Vineland Cabernet Franc VQA Prince Igor Extreme Vodka O Darby s Irish Cream Liquor Fat Bastard Merlot Vdp Barone Montalto Nero D'Avola-Cab Ter Sicilane 750 Comm. Extender Lulu B Pinot Noir Pays D'Oc Vineland Estates Unoaked Chardonnay VQA Hardys Stamp Series Shiraz/Cabernet SOLD SPACE PROGRAMS Marketing & Product Guide 141

144 Bundled Bonus AIR MILES Reward Miles hello SUNSHINE 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. SOLD SPACE PROGRAMS 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 two of the same listed product and receive the Bundled Bonus AIR MILES LCBO# Description Size (ml) BAM BBAM Amount Total BAM Bols Apricot Brandy Bols Blue Curacao Vive La Vie Blanc Colombard Gros Manseng 750 Vdfr Vive La Vie Grenache Syrah Marselan Vdfrance Period 01

145 hello SUNSHINE Necktags LCBO# Description Size (ml) NT Approved Zubrowka Bison Vodka 750 Cocktail Smoking Loon Cabernet Sauvignon 750 Cottage Living Contest Appleton Estate Extra 12 Year Old Rum 750 Brand Champion Campo Viejo Rioja Reserva 750 Contest - Win a Trip to Spain Wyborowa Vodka 1140 Varietal Vodka Jim Beam White Label Bourbon 1140 Win 2 VIP tickets to Canadian Music Week Devil's Cut 750 Win 2 VIP tickets to Canadian Music Week Smoking Loon Old Vine Zinfandel 750 Cottage Living Contest Miller Lite Single Can 473 Win a Trip to the MLB All-Star Game Bacardi Gran Reserva Maestro De Ron 750 Cocktail Wakefield Promised Land Shiraz 750 Accolade Hardys Stamp Series Riesling/Gewurztraminer 750 Award Wine Align Rumchata Rum Cream Liquor 1140 RumChata W3 Wolfberger Alsace Aoc 750 Tasting Notes Placido Pinot Grigio Delle Venezie 750 New Look Malibu Coconut Rum 375 Recipe Book SOLD SPACE PROGRAMS Marketing & Product Guide 143

146 NOTES

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