Trade Copy Only. Together LET S GET. Period 9. 3 WEEK PROMOTION Marketing & Product Guide. Let s Get Together

Transcription

1 Let s Get Together PT9: November 8, November 29, 2015 LET S GET Together Period 9 3 WEEK PROMOTION Marketing & Product Guide November 8, November 29, 2015

2 Period 9 Features Black Friday Sale (November 27-29) 81 Black Friday has traditionally been one of the biggest sale days and we would like to entice with great savings. Beaujolais Nouveau 87 Beaujolais Nouveau wines are released around the world on the third Thursday of November every year. The 2015 selection includes wines from France, Italy and Ontario. Products are available while supplies last. Cognac & Brandy, Eau-de-Vie Descriptors 89 Starting in Period 9, LCBO will post Cognac, Brandy, Eau de Vie descriptors so that whether customers want to experience a different cocktail, occasion or even while sipping neat, these descriptors will help make those choices and guide them to products that are compatible with their taste preference. Deflate The Elephant 113 LCBO s social responsibility campaign, Deflate the Elephant, promotes hosting for safe and enjoyable celebrations with family and friends. The campaign s website deflatetheelephant.com is a one-stop source for hosting tips, ideas and entertaining advice.

3 Marketing & Product Guide Seasonal Signage Gallery 3 Specific to Experiential Stores 13 Specific to Transactional Stores 19 Specific to Non-Image Stores 25 On Shelf 27 Gifting 31 Holiday Vessel 37 Holiday Gift Bags & Boxes 39 Gift Packaging - Merchandising 43 Holiday Gift Cards 49 Let s Get Together (LGT) Fixture 55 Special Promotions Fixture 63 Deal of the Month 67 Advertising 69 Holiday Block Piles 73 Black Friday Sale 81 Beaujolais Nouveau 87 Cognac, Brandy & Eau-de-Vie Descriptors 89 Mini Thematic Cognac 93 The Loonie Challenge 97 Case Sales 98 Spirited Pick 100 Gift Bag Bonanza 102 Front End Merchandiser 103 Seasonal & New Product Fixture Program 109 Bonus AIR MILES rewards miles 111 Deflate the Elephant 113 Social Responsibility In store Signage 115 Exterior Springer Sign 119 Shopping Cart Sign 121 Signature Collection 123 Wine Fridge 125 Ontario Wine Programs 127 Beer Programs 141 Vintages Superstars Program 145 BAM & LTO Signage 147 FOOD & DRINK 149 Nesting Table Merchandising Guidelines 155 Participating Stores 159 Sold Space Program 167

4 To respect the solemness of Remembrance Day on November 11, please do not display Block Pile Pole Topper signs (pg 73) until November 12. Build Block Piles around empty Pole Topper holders, and insert Pole Topper signs on November Promotional Turn 9 - Let s Get Together

5 Seasonal Signage will remain the same for Periods 9 & 10 Take Down: January 2, 2016 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 REORDER# DMS-MusicCD We would like to hear your comments about this Period s music. Please provide your feedback to hellolcbo.

6 Seasonal Signage Gallery Exterior Banners SEASONAL SIGNAGE Periods 9-10 Exterior Banners Dimensions: 43½ w x 90 h Install: Exterior on building. Re-Order# P0916-EXB-106 English Let s Get Together Re-Order# P0916-EXB-107 English Couple setting table Re-Order# P0916-EXB-108 English Champagne and oysters Re-Order# P0916-EXB-130 French C est bon d etre ensemble 4 Promotional Turn 9 - Let s Get Together

7 Seasonal Signage Gallery Exterior Transparency Only for stores #452, #538, #568 Exterior Transparency Dimensions: 28 w x 45 h Install: Only for stores #452, #538, #568. These are installed by the vendor at the beginning of Period 9. SEASONAL SIGNAGE Periods 9-10 English Let s Get Together English Couple setting table English Champagne and oysters Marketing & Product Guide 5

8 Seasonal Signage Gallery Perimeter Banner SEASONAL SIGNAGE Periods 9-10 Perimeter Banner Dimensions: 30 w x 33 h Install: On the hangers around the periphery of the store. Alternate every other one. Re-Order# P0916-PRB-098 English FRONT: Let s Get Together BACK: Girl with drinks Re-Order# P0916-PRB-099 French C est bon d etre ensemble 6 Promotional Turn 9 - Let s Get Together

9 Seasonal Signage Gallery Power Aisle Banners Power Aisle Banners Dimensions: 45 w x 33 h Install: Over the Power Aisle, closest to the entrance. Alternate every other one. Re-Order# P0916-PAB-100 English FRONT: Let s Get Together BACK: Girl with drinks Re-Order# P0916-PAB-101 French C est bon d etre ensemble SEASONAL SIGNAGE Periods 9-10 Marketing & Product Guide 7

10 Seasonal Signage Gallery Horizontal Perimeter Transparency SEASONAL SIGNAGE Periods 9-10 Perimeter Transparency Horizontal Dimensions: 45 w x 28 h Install: All Transparency signs are vendor installed between November 8 - November 11, If not installed by end of day November 11, 2015, please contact (416) or toll English Let s Get Together English Girl with drinks 8 Promotional Turn 9 - Let s Get Together

11 Seasonal Signage Gallery Square Perimeter Transparency Perimeter Transparency Square Dimensions: 28 ½ w x 28 ½ h Install: All Transparency signs are vendor installed between November 8 - November 11, If not installed by end of day November 11, 2015, please contact (416) or toll SEASONAL SIGNAGE Periods 9-10 English Let s Get Together English Girl with drinks Marketing & Product Guide 9

12 Seasonal Signage Gallery Vertical Perimeter Transparency SEASONAL SIGNAGE Periods 9-10 Perimeter Transparency Vertical Dimensions: 28 w x 54 h Install: All Transparency signs are vendor installed between November 8 - November 11, If not installed by end of day November 11, 2015, please contact (416) or toll English Let s Get Together English Couple setting table 10 Promotional Turn 9 - Let s Get Together English Champagne and oysters

13 Seasonal Signage Gallery Window Show Cards Window Show Cards Dimensions: 28 w x 45 h Install: In the windows on the hanger. Re-Order# P0916-WSC-102 English Let s Get Together/Couple setting table Re-Order# P0916-WSC-103 English Let s Get Together/Champagne and oysters Re-Order# P0916-WSC-104 English C est bon d etre ensemble SEASONAL SIGNAGE Periods 9-10 Marketing & Product Guide 11

14 Seasonal Signage Gallery SEASONAL SIGNAGE Periods 9-10 Backlit Tasting Bar Sign Dimensions: / 16 w x 32 9 / 16 h Install: In the frame on the portable Tasting Bar. Some stores will be supplied a backlit sign holder. Re-Order# P0916-TBS-105 English Let s Get Together Seasonal Banner Insert Dimensions: 20 w x 70 h Install: In the Thematic Banner Stand (store entrance). Re-Order# P0916-SBI-109 English Let s Get Together Beer Fridge Poster Dimensions: 22 ¾ w x 53 ¾ h NOTE: This sign is for Store 486 Beer Fridge ONLY. Re-Order# DMS-P0916-BFP-123 English Let s Get Together 12 Promotional Turn 9 - Let s Get Together

15 Promotional Signage Specific to Experiential Stores Experiential Stores 1, 3, 4, 5, 10, 12, 15, 17, 18, 19, 21, 25, 26, 31, 35, 36, 38, 40, 41, 60, 102, 106, 115, 130, 132, 140, 143, 148, 149, 154, 156, 163, 164, 168, 179, 182, 185, 187, 191, 195, 202, 207, 212, 214, 217, 223, 226, 234, 243, 253, 265, 278, 288, 295, 298, 311, 325, 326, 334, 341, 344, 346, 353, 355, 360, 367, 371, 381, 383, 385, 386, 390, 391, 392, 393, 394, 397, 398, 407, 412, 415, 417, 431, 432, 437, 438, 443, 445, 452, 453, 456, 457, 481, 485, 486, 491, 494, 495, 497, 499, 500, 505, 511, 521, 522, 523, 526, 528, 532, 534, 536, 540, 542, 545, 546, 551, 553, 554, 556, 566, 568, 569, 573, 580, 587, 590, 593, 609, 616, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 641, 643, 644, 645, 653, 657, 658, 694, 695, 698, 699, 702, 703, 776 IMPORTANT: End Aisle Backer Cards are to be displayed for the entire season (Period 9-Period 10). Products still change every Promotional Turn. FLS designated stores are required to display the bilingual side of the signage.

16 Experiential End Aisle Backer Cards Engagement End Aisles: 1 to 10 Experiential Stores End Aisle Products Re-order Code 1 Gabbiano Chianti Classico Docg, The Dreaming Tree Crush Red Blend P0916-BCE Masi Campofiorin Igt, Strewn Chardonnay Barrel-Aged VQA, Beringer Founders Estate Chardonnay Wayne Gretzky Chardonnay VQA, Jacob s Creek Double Barrel Shiraz, Moët & Chandon Imperial Champagne 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 by placing the sticker over the SAVE/BAM image that is printed on the backer card. Re-order Codes English: DMS-ENGSTICKER Bilingual: DMS-BILSTICKER P0916-BCE-002 P0916-BCE Cîroc Red Berry, Cîroc Original Unflavoured, Cîroc P0916-BCE Mill Street Cobblestone Stout, Beau s The Tom Green Beer, French Press Vanilla Stout Cupcake Red Velvet, Forward Malbec Cabernet, Masi Masianco Pinot Grigio & Verduzzo P0916-BCE-005 P0916-BCE Bacardi Gold Rum, Bacardi Gold Rum, Bacardi Oakheart Spiced Rum P0916-BCE Latour Pinot Noir, Megalomaniac Homegrown Red VQA, Dona Paula Estate Malbec Criollo Bourbon Dark Chocolate Liquor, Kahlua Coffee Liqueur, Kahlua Coffee Liqueur P0916-BCE-008 P0916-BCE Tanqueray Dry Gin, Tanqueray Dry Gin, Tanqueray London Dry Gin P0916-BCE Promotional Turn 9 - Let s Get Together

17 Experiential End Aisle Backer Cards Engagement End Aisles: 1 to 10 Engagement End Aisle Backer Cards End Aisle 1 End Aisle 2 End Aisle 6 End Aisle 7 End Aisle 8 End Aisle 9 End Aisle 10 Destination End Aisle Backer Cards End Aisle 3 End Aisle 4 End Aisle 5 Experiential Stores Marketing & Product Guide 15

18 Experiential End Aisle Backer Cards Seasonal End Aisles: 11 to 20 Experiential Stores IMPORTANT: End Aisle Backer Cards are to be displayed for the entire season (Period 9 - Period 10). Products still change every Promotional Turn. End Aisle Product Re-order Code Jacob s Creek Shiraz/Cabernet, Pasqua Pinot Grigio Delle Venezie, French Cross Merlot Bag In Box Trapiche Broquel Malbec, Leonardo Chianti Fiasco, Pelee Island Gewürztraminer Forty Creek Cream Liquor, Forty Creek Cream Liquor, Forty Creek Spike Honey Spiced 14 Laura Secord Chocolate Cream Liqueur, Amarula Cream Yellow Tail Shiraz, Pelee Pebbles Baco-Gamay Noir Zweigelt, Luccarelli Primitivo Puglia Igt Sandbanks Mouton Noir VQA, B & G Partager Domiane La Gardie Merlot, Two Oceans Moscato 17 Iceberg Vodka, Iceberg Vodka, Iceberg Vodka 18 Grand Sud Merlot, Coyote s Run Five Mile Red VQA, Revolution Red 19 Grand Marnier, Grand Marnier Louis-Alexandre, Grand Marnier 20 Fireball Whisky Shooter, Fireball Whisky Shooter, Fireball Whisky Shooter English/Bilingual: Let s Get Together/Bilingual P0916-BCG-021 Image Only: Drinks Overhead P0916-BCG-022 **Please rotate Backer Cards between Let s Get Together and the lifestyle image. 16 Promotional Turn 9 - Let s Get Together

19 Experiential End Aisle Backer Cards Seasonal End Aisles: 11 to 20 Seasonal End Aisle Backer Cards End Aisles **Please rotate between Let s Get Together and the lifestyle image. IMPORTANT: End Aisle Backer Cards are to be displayed for the entire season (Period 9 - Period 10). Products still change every Promotional Turn. Experiential Stores Marketing & Product Guide 17

20 Destination End Aisle Wraps Destination Aisles: 3 to 5 Experiential Stores Destination End Aisle Wraps Store Staff will be required to assemble End Aisle Wraps for the Destination End Aisles (End Aisles 3 5) for the duration of the Holiday season (Period 9 Period 10). Merchandising Instructions DO NOT start building the product display before proceeding with the following steps: 1. Assemble the flat packed End Aisle Wraps. Assembly is the same process as building a 3-sided box (please peel the double sided tape to ensure the folds stay attached on the inside panels). 2. Place the End Aisle Wrap on the End Aisle base. 3. Proceed with building the product display on the end. Re-order Codes Large English Reorder# P0916-DEW-126 Bilingual Reorder# P0916-DEW-127 Small - Store only English Reorder# P0916-DEW-128 Bilingual Reorder# P0916-DEW-129 IMPORTANT Please assemble and install the End Aisle Wraps BEFORE building product display on the End Aisle. 18 Promotional Turn 9 - Let s Get Together

21 Promotional Signage Specific to Transactional Stores Transactional Stores 6, 8, 11, 13, 14, 20, 22, 23, 24, 27, 28, 30, 32, 33, 34, 43, 44, 45, 47, 49, 50, 51, 54, 55, 56, 57, 58, 59, 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, 103, 109, 110, 125, 136, 144, 145, 152, 153, 155, 165, 167, 171, 175, 183, 186, 188, 190, 192, 196, 197, 198, 199, 200, 201, 209, 210, 211, 216, 218, 221, 222, 225, 227, 228, 229, 232, 233, 236, 237, 242, 244, 246, 247, 248, 249, 250, 252, 255, 260, 263, 266, 268, 269, 270, 276, 279, 286, 287, 300, 302, 304, 310, 312, 321, 324, 327, 329, 340, 343, 345, 351, 359, 361, 362, 363, 366, 373, 378, 382, 384, 387, 388, 389, 400, 401, 402, 404, 406, 408, 416, 420, 425, 426, 427, 428, 434, 436, 444, 454, 458, 459, 465, 467, 469, 470, 477, 484, 490, 501, 507, 509, 517, 518, 529, 533, 539, 544, 549, 552, 555, 559, 563, 564, 571, 572, 575, 578, 579, 584, 586, 601, 602, 605, 617, 618, 633, 640, 642, 646, 649, 652, 654, 655, 700, 706, 741, 771 IMPORTANT: End Aisle Backer Cards are to be displayed for the entire Holiday season (Period 9- Period 10). Products still change every Promotional Turn. FLS designated stores are required to display the bilingual side of the signage.

22 Transactional End Aisle Backer Cards Engagement End Aisles: 1 to 10 Transactional Stores End Aisle Products Re-order Code 1 Mike Weir Cabernet Merlot VQA, Sterling Vintner s Merlot P0916-BCT Folonari Valpolicella Doc, Penfolds Koonunga Hill Shiraz/Cabernet, Jackson-Triggs Sauvignon Blanc Blu Giovello Prosecco, Jackson-Triggs Merlot, Nobilo Regional Collection Sauvignon Blanc 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 by placing the sticker over the SAVE/BAM image that is printed on the backer card. Re-order Codes English: DMS-ENGSTICKER Bilingual: DMS-BILSTICKER P0916-BCT-012 P0916-BCT Cîroc Red Berry, Cîroc Original Unflavoured, Cîroc P0916-BCT Guinness Draught Beer P0916-BCT Robert Mondavi Woodbridge Chardonnay, Black Tower Rivaner, Jackson-Triggs Pinot Grigio, Bacardi Gold Rum P0916-BCT Bacardi Gold Rum, Bacardi Oakheart Spiced Rum, Ruffino Orvieto Classico Doc P0916-BCT Yellow Tail Red Moscato Bubbles, Pelee Island Late Harvest Vidal VQA, Criollo Bourbon Dark Chocolate Liquor P0916-BCT Kahlua Coffee Liqueur P0916-BCT Smirnoff Vodka P0916-BCT Promotional Turn 9 - Let s Get Together

23 Transactional End Aisle Backer Cards Engagement End Aisles: 1 to 10 Engagement End Aisle Backer Cards End Aisle 1 End Aisle 2 End Aisle 6 End Aisle 7 End Aisle 8 End Aisle 9 End Aisle 10 Destination End Aisle Backer Cards End Aisle 3 End Aisle 4 End Aisle 5 Transactional Stores Marketing & Product Guide 21

24 Transactional End Aisle Backer Cards Seasonal Aisles: 11 to 20 Transactional Stores IMPORTANT: End Aisle Backer Cards are to be displayed for the entire season (Period 9 - Period 10). Products still change every Promotional Turn. End Aisle Product Re-order Code Jacob s Creek Shiraz/Cabernet, Pasqua Pinot Grigio Delle Venezie, French Cross Merlot Bag In Box Trapiche Broquel Malbec, Leonardo Chianti Fiasco, Pelee Island Gewürztraminer Forty Creek Cream Liquor, Forty Creek Cream Liquor, Forty Creek Spike Honey Spiced 14 Laura Secord Chocolate Cream Liqueur, Amarula Cream Yellow Tail Shiraz, Pelee Pebbles Baco-Gamay Noir Zweigelt, Luccarelli Primitivo Puglia Igt Sandbanks Mouton Noir VQA, B & G Partager Domiane La Gardie Merlot, Two Oceans Moscato 17 Iceberg Vodka, Iceberg Vodka, Iceberg Vodka 18 Grand Sud Merlot, Coyote s Run Five Mile Red VQA, Revolution Red 19 Grand Marnier, Grand Marnier Louis-Alexandre, Grand Marnier 20 Fireball Whisky Shooter, Fireball Whisky Shooter, Fireball Whisky Shooter English/Bilingual: Let s Get Together/Bilingual P0916-BCG-021 Image Only: Drinks Overhead P0916-BCG-022 **Please rotate between Let s Get Together and the lifestyle image. 22 Promotional Turn 9 - Let s Get Together

25 Transactional End Aisle Backer Cards Seasonal Aisles: 11 to 20 Seasonal End Aisle Backer Cards End Aisles **Please rotate between Let s Get Together and the lifestyle image. IMPORTANT: End Aisle Backer Cards are to be displayed for the entire season (Period 9 - Period 10). Products still change every Promotional Turn. Transactional Stores Marketing & Product Guide 23

26 Destination End Aisle Wraps Destination Aisles: 3 to 5 Transactional Stores Destination End Aisle Wraps Store Staff will be required to assemble End Aisle Wraps for the Destination End Aisles (End Aisles 3 5) for the duration of the Holiday season (Period 9 Period 10). Merchandising Instructions DO NOT start building the product display before proceeding with the following steps: 1. Assemble the flat packed End Aisle Wraps. Assembly is the same process as building a 3-sided box (please peel the double sided tape to ensure the folds stay attached on the inside panels). 2. Place the End Aisle Wrap on the End Aisle base. 3. Proceed with building the product display on the end. Re-order Codes Large English Reorder# P0916-DEW-126 Bilingual Reorder# P0916-DEW-127 IMPORTANT Please assemble and install the End Aisle Wraps BEFORE building product display on the End Aisle. 24 Promotional Turn 9 - Let s Get Together

27 Promotional Signage Specific to Non-Image Stores Non-Image Stores 2, 7, 9, 16, 29, 39, 42, 46, 48, 52, 53, 66, 67, 71, 75, 76, 77, 83, 84, 87, 89, 92, 94, 96, 98, 104, 105, 107, 108, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 124, 126, 127, 128, 129, 131, 133, 134, 135, 137, 138, 139, 141, 142, 146, 147, 151, 157, 158, 159, 160, 161, 162, 166, 169, 170, 172, 173, 174, 176, 178, 180, 181, 184, 189, 193, 194, 203, 204, 205, 208, 213, 219, 220, 224, 230, 231, 235, 238, 239, 240, 241, 245, 251, 254, 256, 257, 258, 259, 261, 262, 264, 267, 271, 272, 273, 274, 275, 277, 280, 281, 282, 283, 284, 285, 289, 290, 291, 292, 293, 294, 296, 297, 299, 301, 303, 305, 306, 307, 308, 309, 313, 314, 315, 316, 317, 318, 319, 320, 322, 323, 328, 330, 331, 332, 333, 335, 336, 337, 338, 339, 347, 348, 349, 350, 352, 354, 358, 364, 365, 368, 369, 370, 372, 374, 375, 376, 377, 379, 380, 395, 399, 403, 405, 409, 410, 413, 414, 418, 419, 421, 422, 423, 424, 429, 430, 433, 435, 439, 440, 441, 442, 446, 447, 448, 449, 450, 451, 455, 460, 461, 462, 463, 464, 466, 468, 471, 472, 473, 474, 475, 476, 478, 479, 480, 482, 483, 487, 488, 489, 492, 493, 496, 498, 502, 503, 504, 506, 510, 512, 513, 514, 515, 516, 519, 520, 524, 527, 530, 531, 535, 537, 538, 541, 543, 547, 548, 550, 557, 558, 560, 561, 562, 565, 567, 570, 574, 576, 577, 581, 582, 583, 588, 589, 591, 594, 595, 596, 597, 598, 599, 603, 604, 606, 607, 608, 610, 611, 612, 613, 614, 615, 621, 622, 626, 636, 637, 639, 650, 677, 697

28 Non-Image End Aisle Backer Cards Non-Image Stores Products Mike Weir Cabernet Merlot VQA, Sterling Vintner s Merlot Folonari Valpolicella Doc, Penfolds Koonunga Hill Shiraz/Cabernet, Jackson-Triggs Sauvignon Blanc Blu Giovello Prosecco, Jackson-Triggs Merlot, Nobilo Regional Collection Sauvignon Blanc Cîroc Red Berry, Cîroc Original Unflavoured, Cîroc Guinness Draught Beer Robert Mondavi Woodbridge Chardonnay, Black Tower Rivaner, Jackson-Triggs Pinot Grigio, Bacardi Gold Rum Bacardi Gold Rum, Bacardi Oakheart Spiced Rum, Ruffino Orvieto Classico Doc Yellow Tail Red Moscato Bubbles, Pelee Island Late Harvest Vidal VQA, Criollo Bourbon Dark Chocolate Liquor Kahlua Coffee Liqueur Smirnoff Vodka English/Bilingual Re-order# P0916-BCG-021 Let s Get Together/Bilingual Re-order Code P0916-BCT-011 P0916-BCT-012 P0916-BCT-013 P0916-BCT-014 P0916-BCT-015 P0916-BCT-016 P0916-BCT-017 P0916-BCT-018 P0916-BCT-019 Image Only Re-order# P0916-BCG-022 Drinks Overhead **Please rotate between Let s Get Together and the lifestyle image. P0916-BCT-020 IMPORTANT: End Aisle Backer Cards are to be displayed for the entire season. Products still change every Promotional Turn. 26 Promotional Turn 9 - Let s Get Together

29 On Shelf

30 On Shelf Location On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf Message SAVE Shelf Talkers Pre-Printed (Limited Time Offer Program) SAVE/ ÉPARGNEZ Shelf Talkers Pre-Printed (Limited Time Offer Program) Bonus AIR MILES Shelf Talker Pre-Printed (Bonus Air Miles Program) BONUS AIR MILES reward miles de récompense AIR MILES in prime Shelf Talkers Pre-Printed (Bonus Air Miles Program) More Miles! Shelf Talkers Pre-Printed (BAM Program) (3 versions) NEW Shelf Talkers Pre-Printed (New Product Program) NEW/NOUVEAU Shelf Talkers Pre-Printed (New Product Program) In The Spotlight Shelf Talkers Pre-Printed (IMAGE Program) In The Spotlight/EN VEDETTE Shelf Talkers Pre-Printed (IMAGE Program) Component Specifications Re-Order# Images 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h Bilingual/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h Bilingual/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h Bilingual/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price DMS-P0916-ONS-060 DMS-P0916-ONS-061 DMS-P0916-ONS-062 DMS-P0916-ONS-063 DMS-P0916-ONS-059 DMS-P0916-ONS-064 DMS-P0916-ONS-065 DMS-P0916-ONS w x 1.75 h Bilingual/No Price DMS-P0916-ONS Promotional Turn 9 - Let s Get Together

31 On Shelf Location On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf Message Pre-printed Experiential Branded Shelf Talkers EA 1A-20A (Set of 29) Pre-printed Transactional Branded Shelf Talkers EA 1B-20B (Set of 29) Pre-printed Branded Shelf Talkers EA (Set of 30) Pre-printed (Regular Program 65 versions) Pre-printed (Community Program 10 versions) Pre-printed (Discovery Program 9 versions) Pre-printed Go Green Extender (1 version) Blank Extender Strips (15 per bundle) Blank Bin Tags for General Use (25 per bundle) Component Specifications Re-Order# Images Shelf Talkers 6.5 w x 1.75 h Shelf Talkers 6.5 w x 1.75 h Shelf Talkers 6.5 w x 1.75 h Extender strips 12 x 2.5 Extender strips 12 x 2.5 Extender strips 12 x 2.5 Extender strips 12 x 2.5 DMS-P0916-ONS-047 DMS-P0916-ONS-048 DMS-P0916-ONS-049 DMS-P0916-ONS-053 DMS-P0916-ONS-054 DMS-P0916-ONS-055 DMS-P0916-ONS-133 Extender strips DMS-P0916-ONS-057 Blank 12 x 2.5 Bin Tags Blank 6 x 1.75 Central Supply Shopping Cart# Marketing & Product Guide 29

32 On Shelf Location Cut Cases Cut Cases Cut Cases Cut Cases Message Pre-printed Experiential Branded Pricer Cards EA 1A-20A (Set of 29) Pre-printed Transactional Branded Pricer Cards EA 1B-20B (Set of 29) Pre-printed Branded Shelf Talkers EA (Set of 30) Blank Pricer Cards (50 per bundle) Component Specifications Re-Order# Images Pricer Cards 8 x 7 Pricer Cards 8 x 7 Pricer Cards 8 x 7 Pricer Cards Blank 8 x 7 DMS-P0916-ONS-050 DMS-P0916-ONS-051 DMS-P0916-ONS-052 DMS-P0916-ONS Promotional Turn 9 - Holiday

33 Gifting Participating Stores Please refer to the seasonal inventory site for distribution details on the amount of boxes and fabric bags your store will receive. Pages/Quantity-and-Delivery-Schedules.aspx

34 Gifting Overview The Period 9 Gifting program will focus on gifting options for the Holidays. Stores will receive an updated Category Sign insert, Shelf Talkers and Gift Tags. Please remove and recycle all Period 8 Featured Gift signage. Key Dates Program Start Date: November 8, 2015 Take Down Date: January 2, 2015 Featured Gifts All participating stores will receive the featured gifting components (Holiday Knit Bottle Gift Bag , Holiday Felt Bottle Gift Bag and Holiday Vessel ). These gifts are an excellent wrap solution for any Holiday gathering as a host gift. Holiday Knit Bottle Gift Bag Case packed 12 (6 per design) LCBO# $5.95 Holiday Felt Bottle Gift Bag Case packed 12 LCBO# $5.95 Felt Double Bottle Bag Case packed 12 LCBO# $6.95 Holiday Vessel Case packed 6 LCBO# $ Promotional Turn 9 - Let s Get Together

35 Gifting Stores With Promotional Fixture Gifting End 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, 90, 93, 95, 97, 102, 106, 115, 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, 311, 324, 325, 326, 329, 333, 334, 340, 343, 344, 346, 351, 355, 359, 360, 361, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 401, 402, 404, 407, 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, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 640, 641, 643, 644, 645, 649, 652, 653, 654, 655, 658, 694, 697, 698, 699, 700, 702, 706, 741, 771, 776 Participating Products Please select from the following list of Participating Products that are featured in the Period 9 Shopping Guide to merchandise on the Gifting Promotional Fixture End. LCBO# Product Name Moët & Chandon Impérial Golden Sleeved Magnum The Kraken Ceramic Hennessy XO Tom Dixon Cesari Amarone Valpolicella & Mara Ripasso Olive Oil Gift Set Winterbeard Double Chocolate Cranberry Stout Disaronno Roberto Cavalli Limited Edition with Glasses Gifting Promo End Signage Holiday Category Sign Re-order# P0916-PFG-028 Merchandise the Perpendicular Gift Card Shelf Talkers throughout your store using the Perpendicular Shelf Talker Clip (PSTC201404) Products featured in the Period 9 Shopping Guide Holiday Shelf Talkers Re-order# DMS-P0916-PFG-031 Marketing & Product Guide 33 Cheers! Gift Tag Re-order# DMS-P0916-PFG-030

36 Gifting Stores With Promotional Fixture Gifting End Merchandising Instructions Location Top Shelf Middle Shelf Bottom Shelf Instructions Merchandise the Holiday Fabric Bags ( ), Holiday Felt Bags ( ) and a selection of products on the top shelf of the Promotional Fixture End. Remove 1-2 bags from their packaging and display them with the recommended products. The balance of the bags must be merchandised in the fabric bag self merchandiser and/or the acrylic fabric bag merchandiser. Merchandise the recommended products on this shelf. Merchandise the Holiday Pail with seasonal products. When assembling the Holiday Pails ( ) use the Holiday Wrap Kits ( ) provided. We recommend making 6 gifts at a time as there is sufficient fill in each wrap kit to prepare 6 pails. When assembling the pails please ensure that you include the following information on the label by using Kwik Price. Product Name(s) Product LCBO #(s) Product Price(s) Pail LCBO # Wrap Kit # Wrap Kits Charge $3.50 TOTAL PRICE Affix the label to the gift tag with the ribbon provided in the Wrap Kits. 34 Promotional Turn 9 - Let s Get Together

37 Gifting Stores with Nesting Table #1 Participating stores will receive new "Make It Special Nesting Table Sign (Re-order# DMS-P0916-DTS-067) for the Nesting Table #1. Participating Products For Nesting Table #1 Please display the following products on the Nesting Table #1 only. Participating Stores 1, 4, 10, 22, 23, 35, 38, 41, 51, 55, 74, 82, 115, 130, 149, 156, 164, 187, 200, 211, 212, 217, 226, 227, 248, 249, 250, 263, 329, 334, 340, 346, 351, 355, 359, 360, 371, 378, 390, 391, 393, 394, 401, 404, 412, 417, 438, 445, 453, 459, 486, 490, 495, 497, 500, 523, 542, 545, 554, 555, 556, 568, 573, 579, 580, 587, 590, 601, 602, 617, 619, 623, 624, 627, 631, 632, 633, 640, 643, 649, 652, 653, 655, 658, 699, 741, 771 LCBO# Product Name Size Crystal Head Vodka Martini Gift Pack GIFT PACK Cesari Amarone Valpolicella & Mara Ripasso Olive Oil Gift Set* GIFT PACK Disaronno Roberto Cavalli Limited Edition with Glasses* GIFT PACK Hennessy VS Pinifarina Gift Pack GIFT PACK Rémy Martin VSOP Gift Pack GIFT PACK Hennessy XO EC8 Tom Dixon* 750 ml Piper Heidsieck Rare w Flue Gift Pack GIFT PACK Moët & Chandon Golden Sleeved Magnum* 1500 ml Armand de Brignac Brut Rose 750 ml Glenmorangie Whisky Boutique GIFT PACK The Glenlivet 12-Year Old GIFT PACK Grey Goose VX 750 ml Veuve Clicquot Ponsardine Brut Mailbox 750 ml Winterbeard Double Chocolate Cranberry Stout * 750 ml The Kraken Ceramic 750 ml Freixenet Cordon Negro 750 ml Veuve Clicquot Brut Ice Jacket 750 ml Black Tower Pink Bubbly 750 ml * Products featured in the Period 9 Shopping Guide. Marketing & Product Guide 35

38 36 Promotional Turn 9 - Let s Get Together

39 Holiday Vessel Participating Stores For an up-to-date list of stores that are to receive the holiday vessels, please visit the LCBO Portal ( HolidayGiftingProgram). Holiday Vessels are not available for re-order, but if the holiday vessels are depleted or if vessels are needed, year-round vessels can be ordered from your store s supplying warehouse.

40 Holiday Vessel Holiday Vessel Featured Gift Preparation Guidelines Pre-wrap the featured gift vessels with products recommended from Shari s Pick (pg.33) and merchandise on the Promotional Fixture End. Do not sell the vessels without products. If the holiday vessels sell through, assemble pre-wrapped gifts with inventory of other gift vessels. Holiday Vessel $6.95 Wrap Kits $3.50 (Per Gift Wrapped) Case Packed 6. Use the Holiday wrap kit (cello bag, red fill, red ribbon). We recommend making 6 gifts at a time as there is enough to fill in each wrap kit to prepare 6 vessels. Include the following on the label by using KWICK Price: Product Name(s) Product LCBO #(s) Product Price(s) Pail LCBO # Wrap Kit # Wrap Kits Charge $3.50 TOTAL PRICE Affix the Label to the gift with the ribbon. Tie the ribbon with a simple bow Promotional Turn 9 - Let s Get Together

41 Holiday Gift Bags & Boxes Please refer to the seasonal inventory site for distribution details on the amount of boxes and fabric bags your store will receive. Pages/Quantity-and-Delivery-Schedules.aspx

42 Holiday Gift Bags and Boxes Holiday Gift Bags and Boxes Holiday Knit Bottle Gift Bag Case packed 12 (6 per design) LCBO# $5.95 LCBO Holiday Single Bottle Gift Box Case packed in 24 (12 per design) LCBO# $2.50 Holiday Felt Bottle Gift Bag Case packed 12 LCBO# $5.95 LCBO Holiday Double Bottle Gift Box Case packed in 12 (6 per design) LCBO# $3.50 Felt Double Bottle Bag Case packed 12 LCBO# $6.95 LCBO Holiday 95 Bag Case packed 100 (50 per design) LCBO# $ Promotional Turn 9 - Let s Get Together

43 Holiday Gift Bags and Boxes Vintages Single Bottle Gift Box Case Packed 24 LCBO# $2.50 Vintages Year-Round Wooden Box (2 Bottles) Case Packed 6 LCBO# $10.95 Vintages Double Bottle Gift Box Case Packed 12 LCBO# $3.50 Vintages Year-Round Wooden Box (3 Bottles) Case Packed 4 LCBO# $14.95 Vintages Year-Round Wooden Box (1 Bottle) Case Packed 12 LCBO# $6.95 Vintages Year-Round Wooden Box (6 Bottles) Case Packed 2 LCBO# $23.95 Holiday Gift Bags and Boxes Marketing & Product Guide 41

44 Holiday Gift Bags and Boxes Holiday Gift Bags and Boxes V1 V2 Vintages 95 Bag Case packed 100 (70 of V1/ 30 of V2) LCBO# $ Promotional Turn 9 - Let s Get Together

45 Gift Packaging - Merchandising Participating Stores Please refer to the seasonal inventory site for distribution details on the amount of boxes and fabric bags your store will receive.

46 Gift Packaging - Merchandising Gift Packaging Merchandisers Gift Packaging Merchandiser (Metal) Stores will receive Holiday sign inserts for the Metal Gift Packaging Merchandiser. There are two versions - LCBO & Vintages. Stores will receive insert signs according to how many Metal Stand Merchandisers they have. Place the merchandiser in a prominent, high-traffic location (near the cash desks, Customer Service desk, Seasonal & New Product Fixture, etc.) Please replenish throughout the promotion. After the Holiday season, the metal gift packaging merchandiser will be used for year-round folding boxes. Stores that do not have a metal gift packaging merchandiser should merchandise the folding boxes on the hooks at the cash desk. Re-order Codes LCBO Holiday Gift Packaging Merchandiser Insert Sign - P0916-PFM-134 Vintages Holiday Gift Packaging Merchandiser Insert Sign - P0916-PFM-135 Please remove all year-round packaging from the sales floor and store in the back room until the inventory of the Holiday gift packaging is sold through or until the end of PT10. Fabric Gift Bag Merchandiser Stores receiving fabric bags will also receive either a large (three section), or a small (two section selfmerchandiser to place on the top shelf of the Promotional Fixture. Additional merchandisers can be ordered from hellolcbo. Re-order Codes Fabric Gift Bag Merchandiser Small- P0916-PFG-140 LCBO Holiday Gift Packaging Merchandiser Fabric Gift Bag Merchandiser Vintages Holiday Gift Packaging Merchandiser Fabric Gift Bag Merchandiser Large- P0916-PFG Promotional Turn 9 - Let s Get Together

47 Gift Packaging - Merchandising Gift Packaging Merchandiser (Wood) Remove the existing year round sign and all the year round packaging currently merchandised on the fixture and replace with the Wrap It Up sign insert. The sign slides into the top of the frame. Additional signs may be ordered through hellolcbo Wrap It Up insert sign - Re-order# P0916-PFM-136 Holiday Gift Cards & Presenters Holiday 95 bags Vintages Wooden Boxes Gift Packaging Merchandisers Single & Double Bottle Gift Boxes Marketing & Product Guide 45

48 Gift Packaging - Merchandising Holiday 95 Gift Bag and Hot Button Overview All stores are receiving signs to promote the price of our Holiday 95 bags. Install the Holiday 95 Bag Hot Button Sign at each cash end with the existing clip. Install one sign on all cash ends (even if there are two baskets). Select stores are to merchandise the 95c Bags on End Aisles in the Metal 95c Bag Holders. A separate communication will be sent to participating stores. Install signs upon receipt. Replacement signs and clips can be ordered from hellolcbo Description Reorder # 95 Bag Hot Button Signs DMS-P0916-PFM Bag Hot Button Sign Clip NIHK102 Stores in FLS designated areas MUST display the bilingual side of the sign. Please remove all the Autumn & Year-Round 95 bags to encourage full sell through of the new Holiday Program. LCBO Holiday 95 Bag Case packed 100 (50 per design) LCBO# $0.95 Sign (English Over Bilingual) DMS-P0916-PFM-034 Clip Nihk Promotional Turn 9 - Let s Get Together

49 Gift Packaging - Merchandising Overview All stores are receiving signs to promote the price of our Vintages 95 bags. Install the Vintages Hot Button Sign upon receipt at each cash end with the existing clip. Install one sign on all cash ends (even if there are two baskets). Install signs upon receipt. Replacement signs and clips can be ordered from hellolcbo Description Reorder # 95 Bag Vintages Hot Button Signs DMS-P0916-GFT Bag Hot Button Sign Clip NIHK102 Stores in FLS designated areas MUST display the bilingual side of the sign. Please remove Year-Round & Autumn 95 bags to encourage full sell through of the new Holiday Program. V1 Vintages 95 Bag Case packed 100 (70 of V1/ 30 of V2) LCBO# $0.95 Sign (English Over Bilingual) DMS-P0916-GFT-035 Clip NIHK102 V2 Vintages Holiday 95 Bag and Hot Button Marketing & Product Guide 47

50 48 Promotional Turn 9 - Let s Get Together

51 Holiday Gift Cards Participating Stores - ALL STORES An important incremental sales opportunity! For customers who aren t sure of what to buy don t let them leave emptyhanded. Recommend an LCBO or Vintages gift card. Our gift card sales are growing at an exponential rate. Our research tells us that gift cards are highly valued by customers, and when redeemed, customers spend an average of 50% more than the value of the card and often splurge by buying higher priced premium brands.

52 Holiday Gift Cards Holiday Gift Cards Overview This year s holiday themed gift cards and presenters arrived in stores beginning the week of October 13th. Gift Card Merchandising signage will arrive in the October 26th mailbag. Please ensure that gift cards and presenters are merchandised properly and are continuously replenished to keep them fully stocked at all times. Only display cards from previous years when current inventory is low. LCBO Holiday Gift Card (Red) Case packed 25 LCBO# Min $10/Max $500 per card LCBO Holiday Gift Card Presenter (Cheers!) Case packed 25 LCBO# LCBO Holiday Gift Card (Green) Case packed 25 LCBO# Min $10/Max $500 per card LCBO Holiday Gift Card Presenter (Santé!) Case packed 25 LCBO# Vintages Gift Card Case packed 25 LCBO# Min $10/Max $500 per card Vintages Gift Card Presenter Case packed 25 LCBO# Promotional Turn 9 - Let s Get Together

53 Holiday Gift Cards Merchandising Instructions Merchandise gift cards and presenters on the following fixtures: Small or large acrylic gift card merchandisers at cash desk Acrylic gift card holders on the top row of the wooden gift packaging merchandiser (if your store has one) Vintages hanging gift card merchandiser, which is affixed to the metal gift packaging merchandiser (display old Vintages gift cards only, if your store has one) Acrylic Gift Card Merchandiser (Large) Acrylic Gift Card Merchandiser (Small) Card Allocations & Receivals (Vintages) Vintages Hanging Gift Card Merchandiser (Acrylic/Metal) (Select stores only) Vintages Metal Gift Packaging Merchandiser Stores will receive an indicating the quantity of gift cards and presenters shipped along with their corresponding LCBO numbers. Receive gift cards and presenters into inventory as you would any other Vendor Direct Receivals using Givex distributor Vendor Direct Receivals procedures are available on the intranet portal (search Vendor Direct Receivals). Gift Card Batch Activations Gift Card Batch Activation is available for customers purchasing large orders. Complete batch activation instructions are available on the intranet portal. Search Gift Card Program and select Batch Activation form on the right hand side of the Gift Card Program page. Alternatively, customers can conveniently order gift cards online in bulk quantities for a nominal fee at Re-order Codes Large Acrylic Gift Card Merchandiser for cash desk GFT099 Large Acrylic Gift Card Merchandiser sign extender GFT119 Large Acrylic Gift Card Merchandiser insert sign (2 pieces) DMS-P0916-PFM-036 Small Acrylic Gift Card Merchandiser for cash desk GFT105 Small Acrylic Gift Card Merchandiser insert sign LCBO (2 pieces) DMS-P0916-PFM-037 Small Acrylic Gift Card Merchandiser insert sign Vintages (2 pieces) DMS-P0916-PFM-038 Holiday Gift Cards Marketing & Product Guide 51

54 Gift Card Floor Merchandiser Holiday Gift Card Floor Merchandiser Participating Stores 1, 10, 21, 23, 35, 57, 58, 145, 148, 149, 154, 156, 164, 171, 187, 195, 200, 217, 234, 250, 253, 265, 287, 288, 311, 325, 326, 329, 334, 344, 346, 355, 360, 361, 367, 371, 373, 378, 381, 383, 385, 390, 391, 393, 397, 398, 404, 407, 412, 416, 417, 432, 434, 438, 443, 445, 452, 457, 459, 465, 481, 486, 494, 495, 497, 499, 505, 511, 523, 528, 536, 542, 545, 553, 554, 555, 566, 573, 575, 580, 587, 590, 616, 618, 619, 623, 624, 627, 629, 630, 631, 632, 635, 641, 642, 658, 698, 700, 771, 776 Merchandising Instructions Beginning the week of November 2nd, participating stores will receive a memo with merchandising instructions, along with the following items: One partially assembled and pre-packed cardboard floor merchandiser 300 LCBO Holiday Gift Cards 300 LCBO Holiday Presenters Assembly instructions Receive gift cards and presenters into inventory as you would any other vendor direct receivals using Givex distributor Vendor direct receivals procedures are available on the intranet portal (search Vendor Direct Receivals). The Floor Merchandiser will be shipped pre-merchandised with LCBO Holiday Gift Cards and Presenters. 150 cards and 150 presenters fit on each side of the merchandiser, for a total of 300 cards and 300 presenters. The Floor Merchandiser should be placed in a prominent location in the store, preferably at the front of the Engagement Aisle and near the cash desks. If the Floor Merchandiser becomes damaged or you require more gift cards and presenters due to greater than expected sales, please contact hellolcbo. NOTE: Additional inventory of LCBO Holiday Gift Cards and Presenters for your Acrylic Merchandisers at cash desk and Wooden Gift Packaging Merchandiser are shipped separately to your store, around the same time. Holiday Gift Card Floor Merchandiser 52 Promotional Turn 9 - Let s Get Together

55 Holiday Peggable Gift Card & Presenters Participating Stores 1, 10, 21, 23, 35, 57, 58, 145, 148, 149, 154, 156, 164, 171, 187, 195, 200, 207, 217, 234, 250, 253, 265, 287, 288, 311, 325, 326, 329, 334, 344, 346, 355, 360, 361, 367, 371, 373, 378, 381, 383, 385, 390, 391, 393, 397, 398, 404, 407, 412, 416, 417, 432, 434, 438, 443, 445, 452, 457, 459, 465, 481, 494, 495, 497, 499, 505, 511, 523, 528, 536, 542, 545, 553, 554, 555, 566, 573, 575, 580, 587, 590, 616, 618, 619, 623, 624, 627, 629, 630, 631, 632, 635, 641, 642, 658, 698, 700, 771, 776 Merchandising Instructions Beginning the week of November 2nd, participating stores will receive a memo with merchandising instructions, along with the following items: Extra End Aisle Metal Peg Hooks (for stores that indicated they required them) NOTE: These may be sent separately from the rest of the items in this kit 5 Backer Cards 200 Holiday Peggable Gift Card & Presenters (8 bundles) End Aisle Metal Peg Hook (5 per store) Please check your back room/warehouse for End Aisle Metal Peg Hooks from last year as stores who participated in this program last year were asked to store them away for future use. Merchandise the Holiday Peggable Gift Card and Presenters on the Metal Peg Hook on alternating ends in the Engagement Aisle (5 End Aisles minimum). Hang the Backer Card onto the hook before hanging the Peggable Gift Card and Presenters. Display a minimum of 10 Peggable Gift Card and Presenters per hook. Re-order Codes End Aisle Metal Peg Hook GFT GC PEG HK-EA Holiday Metal Peg Hook Backer Card DMS-P0916-GFT-161-LCBO Holiday Peggable Gift Card & Presenter End Aisle Metal Peg Hook Holiday Peggable Gift Card Display Holiday Peggable Gift Card & Presenter Marketing & Product Guide 53

56 Vintages Year-Round Peggable Gift Card & Presenter Vintages Year-Round Peggable Gift Card & Presenter Vintages Year-Round Peggable Gift Card & Presenters Participating Stores 1, 4, 5, 10, 15, 17, 19, 57, 58, 140, 149, 171, 187, 226, 237, 243, 311, 325, 329, 344, 346, 355, 359, 367, 373, 383, 385, 397, 398, 416, 443, 494, 495, 512, 523, 544, 555, 579, 590, 624, 630, 698, 700, 706 Merchandising Instructions Beginning the week of November 2nd, participating stores will receive a memo with merchandising instructions, along with the following items: Extra In-section Metal Peg Hook Stands (for stores that indicated they required them) 3 Backer Cards 150 Vintages Year-Round Peggable Gift Card & Presenters (6 bundles) In-section Metal Peg Hook Stands (3 per store) Please check your back room/warehouse for In-section Metal Peg Hook Stands from last year as stores who participated in this program last year were asked to store them away for future use. Merchandise the Vintages Peggable Gift Card and Presenters on the Metal Peg Hook Stands throughout the Vintages section of the store (3 In-sections minimum). Place the metal stand on the top or middle shelf and position two bottles on the base of the metal stand. Display the stands at the beginning or end of each facing where there are at least 8 or more facings of the same product, or sections where products are sold out. Hang the Backer Card onto the hook before hanging the Peggable Gift Card and Presenters. Display a minimum of 10 Peggable Gift Card and Presenters per hook. Vintages Year-Round Peggable Gift Card and Presenters are to be displayed year-round. Re-order Codes In-section Metal Peg Hook Stand GFT GC PEG HK-IN SEC Vintages Metal Peg Hook Backer Card DMS-P0916-GFT-162-Vintages In-section Metal Peg Hook Stand Vintages Year-Round Peggable Gift Card Display 54 Promotional Turn 9 - Holiday

57 Let s Get Together (LGT) Fixture Participating Stores 1, 10, 15, 17, 21, 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, 326, 329, 344, 346, 351, 355, 359, 361, 367, 373, 378, 381, 383, 390, 391, 392, 394, 397, 401, 404, 407, 412, 416, 427, 428, 437, 438, 443, 445, 457, 459, 470, 481, 490, 491, 497, 500, 522, 523, 528, 536, 542, 545, 551, 554, 569, 575, 579, 580, 584, 587, 602, 605, 609, 619, 623, 624, 627, 630, 632, 633, 634, 640, 641, 643, 649, 652, 653, 655, 658, 694, 698, 699, 700, 703, 706, 741, 776

58 Let s Get Together (LGT) Fixture Overview Each Period, a unique social occasion will be highlighted to help inspire customers to entertain with our products. This fixture will feature a selection of 12 products as well as a recipe book for customers to take home with them. Signage Components Spice Up The Holidays Enhanced Sign Large Table English: P0916-LGT-040 Bilingual: P0916-LGT-041 Shelf Talker (Set of 12) Re-Order# DMS-P0916-LGT-044 Small Table Key Dates Install: November 8, 2015 Take Down: November 29, 2015 English: P0916-LGT-042 Bilingual: P0916-LGT Promotional Turn 9 - Let s Get Together

59 Let s Get Together (LGT) Fixture "Spice Up The Holidays" Customer Takeaway Overview Our Period 9 recipe booklet will help customers get into the holiday spirit with a delicious Moroccan inspired menu. Please merchandise the Spice Up The Holidays Customer Takeaway in the designated brochure holders on the LGT fixture and replenish as needed. Components Spice Up The Holidays Customer Takeaway Re-order# P0916-LGT-046 Spice Up The Holidays Customer Takeaway Re-Order# P0916-LGT-046 Pick Up Your Free Brochure Header Card Re-Order# DMS-P0916-LGT-045 Pick Up Your Free Brochure Header Card Re-order# DMS-P0916-LGT-045 Merchandising Instructions: The recipe books are to be merchandised on the LGT Fixture in their designated holders. Replenishment is key and we need your support to ensure that this takeaway is available to customers at all times. Please re-stock the customer takeaway throughout the promotional Period. Marketing & Product Guide 57

60 Let s Get Together (LGT) Fixture Group 1 Large 7' Table + 2 Small End Tables Participating Products Location LCBO# Description Size A Masi Costasera Amarone Classico DOC 750 ml B Chic Choc Spiced Rum 750 ml C Valpantena Valpolicella DOC 750 ml D The Entertainer Red Blend 750 ml E Bombay Sapphire East 750 ml F Megalomaniac Local Squeeze Riesling VQA 750 ml G Rhyme & Reason Pale Ale 6 x 355 ml H Kronenbourg 1664 Blanc 6 x 330 ml I Pilsner Urquell 500 ml J Muskoka Detour 473 ml K Forty Creek Barrel Select Whisky 750 ml L Rumchata 750 ml Group 1 Participating Stores 17, 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, 326, 344, 351, 361, 381, 383, 391, 397, 401, 407, 427, 437, 438, 443, 445, 470, 481, 490, 491, 497, 528, 536, 542, 551, 569, 575, 579, 587, 602, 605, 609, 623, 627, 630, 633, 634, 640, 643, 649, 652, 653, 655, 658, 694, 698, 699, 703, 706, 741 I A G G Box SIGN H J I J A D D B B E E C F C F K L K H L 58 Promotional Turn 9 - Let s Get Together

61 Let s Get Together (LGT) Fixture Group 2 Large 7' Table + 4 Side Tables Participating Products Location LCBO# Description Size A Bombay Sapphire East 750 ml B Pilsner Urquell 500 ml C Chic Choc Spiced Rum 750 ml D Rumchata 750 ml E Muskoka Detour 473 ml F Forty Creek Barrel Select Whisky 750 ml G Rhyme & Reason Pale Ale 6 x 355 ml H Kronenbourg 1664 Blanc 6 x 330 ml I Masi Costasera Amarone Classico DOC 750 ml J Valpantena Valpolicella DOC 750 ml K The Entertainer Red Blend 750 ml L Megalomaniac Local Squeeze Riesling VQA 750 ml Group 2 Participating Stores 1, 10, 15, 21, 38, 57, 115, 149, 185, 187, 217, 252, 253, 263, 329, 346, 355, 359, 367, 373, 378, 390, 392, 394, 404, 412, 416, 459, 522, 523, 545, 554, 619, 624, 632, 641 I G K G A B C A B C Box SIGN D E F D E F H J H L Marketing & Product Guide 59

62 Let's Get Together (LGT) Fixture Group 3 Small 5' Table + 2 Small End Tables Participating Products Location LCBO# Description Size A Masi Costasera Amarone Classico DOC 750 ml B Valpantena Valpolicella DOC 750 ml C The Entertainer Red Blend 750 ml D Megalomaniac Local Squeeze Riesling VQA 750 ml E Rumchata 750 ml F Kronenbourg 1664 Blanc 6 x 330 ml G Forty Creek Barrel Select Whisky 750 ml H Pilsner Urquell 500 ml I Bombay Sapphire East 750 ml J Muskoka Detour 6 x 355 ml K Chic Choc Spiced Rum 750 ml L Rhyme & Reason Pale Ale 6 x 355 ml Group 3 Participating Stores 500, 776 F H E G A A C C Box SIGN B D B D I K J L 60 Promotional Turn 9 - Let s Get Together

63 Let's Get Together (LGT) Fixture Group 4 Small 5' Table + 4 Side Tables Participating Products Location LCBO# Description Size A Bombay Sapphire East 750 ml B Chic Choc Spiced Rum 750 ml C Rumchata 750 ml D Forty Creek Barrel Select Whisky 750 ml E Muskoka Detour 473 ml F Kronenbourg 1664 Blanc 6 x 330 ml G Rhyme & Reason Pale Ale 6 x 355 ml H Pilsner Urquell 500 ml I Masi Costasera Amarone Classico DOC 750 ml J Valpantena Valpolicella DOC 750 ml K The Entertainer Red Blend 750 ml L Megalomaniac Local Squeeze Riesling VQA 750 ml Group 4 Participating Stores 269, 428, 457, 580, 584, 700 E F I K E F A C A C Box SIGN B D B D G H L J G H Marketing & Product Guide 61

64 62 Promotional Turn 9 - Let s Get Together

65 Key Dates: Install: November 8, 2015 Take Down: November 29, 2015 Special Promotions Fixture Participating Stores 10, 15, 17, 21, 22, 23, 31, 34, 35, 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, 325, 326, 329, 334, 344, 346, 351, 355, 359, 361, 367, 378, 381, 383, 390, 391, 392, 393, 394, 397, 398, 401, 404, 407, 412, 416, 427, 428, 437, 438, 443, 445, 452, 457, 459, 470, 481, 490, 491, 497, 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, 619, 623, 624, 627, 629, 630, 631, 633, 632, 634, 640, 641, 643, 649, 652, 653, 655, 658, 694, 698, 699, 700, 702, 703, 706, 741

66 Special Promotions Fixture #1 Shari s Pick Wine Shari s Pick Wine Participating Product LCBO# Description Size Retail Offer Campo Viejo Rioja Reserva 750 ml $ BAM Merchandising Instructions Replace the Period 8 Sibling Rivalry Red VQA poster with the Period 9 "Campo Viejo Rioja Reserva" poster. Replace the Period 8 Shari s Pick drum sign with the Period 9 "Shari's Pick" drum sign. Ensure sufficient stock is ordered to maintain this program for the duration of Period Promotional Turn 9 - Let s Get Together

67 Special Promotions Fixture #2 Shari s Pick Beer & Spirits Shari s Pick Beer & Spirits Participating Products LCBO# Description Size Retail Offer St. Bernardus Abt ml $ Black Bottle Blended Scotch Whisky 750 ml $ BAM Merchandising Instructions Replace the Period 8 Brickworks Batch: 1904 Cider/J.P. Wiser s Hopped Canadian Whisky poster with the Period 9 St. Bernardus Abt 12/ Black Bottle Blended Scotch Whisky" poster. Replace the Period 8 Shari s Pick drum sign with the Period 9 "Shari's Pick" drum sign. Ensure sufficient stock is ordered to maintain this program for the duration of Period 9. Marketing & Product Guide 65

68 Special Promotions Fixture Signage Components Shari s Pick Drum Signs English: P0916-SPD-096 Shari s Pick Posters Bilingual: P0916-SPD-097 Shari s Pick Poster Wine English/Bilingual: P0916-SPP-095 Shari s Pick Poster Beer & Spirits English/Bilingual: P0916-SPP Promotional Turn 9 - Let s Get Together

69 Deal of the Month 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, 85, 86, 90, 95, 101, 102, 106, 115, 125, 130, 132, 140, 148, 149, 152, 154, 156, 163, 164, 165, 167, 168, 171, 179, 182, 185, 187, 188, 190, 191, 195, 196, 198, 200, 201, 207, 209, 211, 212, 216, 217, 218, 221, 226, 227, 228, 233, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 311, 321, 324, 325, 326, 329, 334, 340, 344, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 401, 402, 404, 407, 408, 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, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776

70 Deal of the Month Overview The Deal of the Month display will be utilized to drive volume by highlighting a value offer on a popular product each promotional turn. Participating Product Key Dates Install: November 8, 2015 Take Down: November 29, 2015 LCBO# Product Description Size Retail Offer Now Ketel One Vodka 750 ml $33.95 $4.00 $29.95 Signage Components Deal of the Month Banner English For Your Holiday Mixer Re-Order# P0916-DOM-023 Bilingual For Your Holiday Mixer Pour Vos Cocktail des fêtes Re-Order# P0916-DOM-024 Pricer Card Re-Order# DMS-P0916-DOM Promotional Turn 9 - Let s Get Together

71 Advertising Period 9 Shopping Guide - Happy Holidays This Shopping Guide features all the key programs taking place this promotional turn by way of product highlights. This includes features on the Deal of the Month product, End Aisle products, a Let s Get Together brochure teaser, local products, LTO and BAM offers and much more. The Period 9 Shopping Guide offers dinner party wines, ultra-fast appetizers, local winemaker favourites and more.

72 Advertising - Shopping Guide Participating Products LCBO# Description Size Deal of the Month Ketel One Vodka 750 ml OCCASION: Luxe Gifts Moët & Chandon Golden Sleeved Magnum 1500 ml The Kraken Ceramic 750 ml Hennessy XO Tom Dixon 750 ml Cesari Amarone Valpolicella & Mara Ripasso Olive Oil Gift Set 2 x 750 ml Winterbeard Double Chocolate Cranberry Stout 750 ml Disaronno Roberto Cavalli Limited Edition with Glasses 750 ml Mini Thematic: Cognac 9902 Courvoisier VSOP 750 ml Martell Medallion VSOP 750 ml D Usse VSOP 750 ml Seasonal Feature: Holiday Wine Guide 109 Mike Weir Cabernet /Merlot VQA 750 ml Ruffino Orvieto Classico 750 ml Latour Pinot Noir 750 ml Masi Campofiorin 750 ml Meglomaniac Homegrown Red VQA 750 ml The Dreaming Tree Crush Red Blend 750 ml Dona Paula Malbec 750 ml Jackson Triggs Sauvignon Blanc 750 ml Shari's Picks Campo Viejo Rioja Reserva 750 ml St. Bernardus Abt ml Black Bottle Blended Scotch Whisky 750 ml Monthly Pick Wine Wayne Gretzky Chardonnay VQA 750 ml Blu Giovello Prosecco 750 ml Jackson-Triggs Merlot 750 ml Nobilo Regional Collection Sauvignon Blanc 750 ml Jacob's Creek Double Barrel Shiraz 750 ml Moet & Chandon Imperial Champagne 750 ml Monthly Pick Spirits Ciroc Red Berry 750 ml Ciroc Original Unflavoured (Limited Edition Gift Tin) 750 ml Ciroc Orignal Unflavoured 375 ml 70 Promotional Turn 9 - Let s Get Together

73 Advertising - Shopping Guide Participating Products LCBO# Description Size Monthly Pick Beer Guinness 500 ml Guinness 4 x 440 ml Mill Street Cobblestone Stout 440 ml Beau's The Tom Green Beer 600 ml French Press Vanilla Stout 473 ml Guinness 8 x 440 ml LGT: Spice up the Holidays Chic Choc Spiced Rum 750 ml Forty Creek Barrel Select Whisky 750 ml Local Feature Girls Night Out Sparkling VQA 750 ml Girls Night Out Sparkling Rose VQA 750 ml VQA Feature Sandbanks Estate Cabernet Franc VQA 750 ml Vintage Ink Mark of Passion Merlot-Cabernet VQA 750 ml Trius Brut VQA 750 ml Hidden Bench Terroir Cache ml Vintages Beringer Knights Valley Cabernet Sauvignon 750 ml Tommasi Amarone Della Valpolicella Classico 750 ml Silver Oak Cabernet Sauvignon 750 ml BAM Deals 42 Canadian Club Premium 750 ml 1925 Courvoisier Vs 750 ml Beronia Reserva 750 ml Beefeater Dry 1750 ml Jacob's Creek Reserve Cabernet Sauvignon 750 ml Forty Creek Double Barrel Reserve Whisky 750 ml Hennessy Black Cognac 750 ml Ballantine's Finest Blended Malt Scotch Whiskey 1140 ml Smirnoff Vodka 1140 ml Belvedere Pure Vodka 1750 ml Plymouth English Gin 750 ml Café Culture Pinotage 750 ml Spearhead Hawaiian Style Pale Ale 2130 ml Ebeia Roble Ribera Del Duero 750 ml Grey Goose Cherry Noir 750 ml Hofbrau Original Lager 500 ml Maestro Dobel Tequila 750 ml Stolichnaya Gold Vodka 750 ml Marketing & Product Guide 71

74 Advertising - Shopping Guide Participating Products LCBO# Description Size Mad Tom IPA 2046 ml Dan Aykroyd Cabernet Sauvignon VQA 750 ml Kittling Ridge Icewine & Brandy 375 ml Blu Giovello Pinot Grigio 1500 ml LTO Deals 5959 Baileys Irish Cream 750 ml 9902 Courvoisier VSOP 750 ml Baron Otard VSOP Cognac 750 ml Bacardi Superior 1750 ml Captain Morgan Private Stock Rum 750 ml Panama Jack's Butter Caramel Cream 750 ml Pasqua Passimento Rosso Igt 750 ml Taylor Fladgate 20-Year-Old Tawny Port 750 ml Absolut Vodka 1750 ml Havana Club Anejo Reserva 750 ml Bear Flag Smooth Red Blend 750 ml Sawmill Creek Pinot Grigio Chardonnay Bag In Box 4000 ml B & G Partager Domiane La Gardie Merlot 750 ml Hidden Bench Pinot Noir 750 ml Wiser's Spiced Vanilla Canadian Whisky 750 ml Smirnoff Ice 1320 ml Montes Alpha Cabernet Sauvignon 750 ml Lake of Bays Rock Cut Lager 473 ml Aberlour 12YO Single Malt Scotch Whisky 750 ml Rhyme & Reason Pale Ale 2130 ml Bacardi Oakheart Spiced Rum 1140 ml Appleton Estate V/X Signature Blend 1750 ml Running With Bulls Tempranillo 750 ml Cesari Amarone Classico DOC 750 ml Stella Artois 500 ml Mott's Clamato Caesar Extra Spicy 1420 ml Peter Lehmann Barossa Shiraz 750 ml Meukow Feline VSOP Cognac 750 ml Grand Marnier 1140 ml Carolans Irish Cream 1140 ml Mitolo Jester Shiraz 750 ml Sleeman Honey Brown Lager 2046 ml El Dorado Special Reserve 15 Year Old Rum 750 ml Coors Light 2130 ml Moosehead Lager 2046 ml 72 Promotional Turn 9 - Let s Get Together

75 Holiday Block Piles SPECIAL NOTICE: To respect the solemness of Remembrance Day on November 11, please DO NOT display Block Pile Pole Topper signs until November 12. Build Block Piles around empty Pole Topper holders, and insert Pole Topper signs on November 12. All distribution lists for the Holiday gift packaging, Bag & Boxes and Spirit Pre-Wrap are posted on the LCBO Portal. You can view gift photos and pricing information on the Holiday Gifting Program website: Pages/Quantity-and-Delivery-Schedules.aspx These Gifts will be allocated to your store. The Holiday Gifting Team calculates the appropriate quantity and each District Manager reviews the total allocation to ensure the overall quantity suitable for your store. These items cannot be re-ordered from the warehouses. LET S GET Together HOLIDAY GIFT GUIDE November 8, January 2, 2016 Direct inquiries to hellolcbo at Toll Free at PT9 & 10 Let s Get Together Staff Guide This guide is meant to help our staff (both Customer Service Representatives and seasonal staff) with this year s line up of gift products and gift packaging.

76 Holiday Block Piles Supplier Gift Packs and Holiday Block Piles Careful planning and merchandising of Holiday Block Piles is crucial to increase sales of products. Holiday Block Piles will be organized by themes to provide customers with easy solutions for gift-giving. Pole Toppers Dream Gifts for Wine Lovers Most Coveted Spirits Gifts That Make Beer Lovers Cheer Gifts Worth The Splurge Original Gifts Budget-friendly Gifts Staff Favourites Block Pile Signage Package Pole Toppers (7 versions) Pricer Cards (136 versions) Shelf Talkers (136 versions) Re-order Codes: English Pole Toppers Re-order# P0916-BPP-138 French Pole Toppers Re-order# P0916-BPP-139 Key Dates Ship Date: Week of October 26, 2015 Install: Week of November 12, 2015 Building Block Piles Build Block Piles by theme. The themes provide customer solutions. Theme Dream Gifts for Wine Lovers Most Coveted Spirits Gifts that Make Beer Lovers Cheer Gifts Worth the Splurge Original Gifts Budget-friendly Gifts Staff Favourites Where to Build In Available Space In Available Space In Available Space In Available Space In Available Space In Available Space In Available Space Build Block Piles around empty Pole Topper Holder, and insert Pole Topper signs on November 12th. Stadium Cut as many cases as possible to maximize product facings. Place the tallest stack of cases in the middle of the Block Pile. Height: Minimum - 3 cases (use dummy cases if necessary) Maximum - 4 cases. Building Block Piles with four to ten SKUs is ideal. Too many SKUs on a Block Pile can be overwhelming for the customer. Place the signs amongst the cases to visually break up large Block Piles. Try to avoid long walls of product. Include Vintages gift packs on the Block Piles. 74 Promotional Turn 9 - Let s Get Together

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

78 Block Pile Themes Dream Gifts for Wine Lovers LCBO# Product Name Size Retail* Taylor Fladgate Late Bottled Vintage Port 750 ml $ Bottega Rosé Gold Brut Sparkling 750 ml $ Fuzion Alta Duo 2 x 750 ml $ Bouchard Père & Fils Duo Gift Pack 2 x 750 ml $ Masi Masianco & Campofiorin Gift Set 2 x 750 ml $ Mike Weir VQA Holiday Gift Pack 2 x 750 ml $ Santa Carolina Reserva Duo Gift Pack 2 x 750 ml $ Inniskillin Holiday Duo Gift Pack 2 x 750 ml $ Jackson-Triggs VQA Holiday Gift Pack 2 x 750 ml $ Lakeview Cellars VQA Vidal Icewine 200 ml $ Piper Heidsieck Brut Light Box 750 ml $ Martini Prosecco Gift Box 750 ml $ Martini Rosé Sparkling Gift Box 750 ml $ Jacob s Creek Holiday Trio 3 x 750 ml $ Trapiche Extravaganza Sparkling 750 ml $ Wolf Blass Yellow Label Duo 2 x 750 ml $ Beringer Founders Estate Duo Gift Pack 2 x 750 ml $ Blue Nun Sparkling 22K Gold Edition Sparkling 750 ml $ Hat Trick Holiday Gift Pack 750 ml $ Wayne Gretzky VQA Gift Tin 750 ml $ Ménage à Trois Prosecco DOC 750 ml $ Freixenet Cordon Negro 750 ml $ Kittling Ridge Icewine & Brandy 375 ml $ Promotional Turn 9 - Let s Get Together

79 Block Pile Themes Most Coveted Spirits LCBO# Product Name Size Retail* 3236 Tequila Rose Gift Pack 750 ml $ St Remy VSOP Brandy 1140 ml $ Canadian Club Classic Small Batch Gift Tin 375 ml $ Pravda Vodka Gift Pack 375 ml $ Crown Royal with Gift Bag 750 ml $ Canadian Club Premium 750 ml $ Kahlúa Peppermint Mocha 375 ml $ Crown Royal Deluxe 750 ml $ Crown Royal Deluxe 1140 ml $ St Remy VSOP Brandy 750 ml $ Cortel Brandy XO Chinese Symbol Gift Box 750 ml $ Jack Daniel's Tin with 2 Glasses 750 ml $ Canadian Club Premium Gift Pack 750 ml $ El Dorado 12 YO 750 ml $ Crazy Uncle Blood Orange & Rosemary Maple Punch 1000 ml $ Forty Creek Barrel Select 750 ml $ Forty Creek Cream Liquor Gift Pack 750 ml $ Jägermeister Gift Pack 750 ml $ J.P. Wiser's Deluxe 750 ml $ Jameson Irish Whiskey Gift Pack 750 ml $ Jack Daniel's Honey Liqueur Gift Pack 750 ml $ Gibson's Finest 12-Year Old Gift Set 750 ml $ Bacardi 8 YO Gift Pack 750 ml $ BacardiI Fuego Gift Pack 750 ml $ RumChata Gift Pack 750 ml $ Canadian Club 100% Rye Gift Tube 750 ml $ J.P. Wiser's Canadian Whisky Gift Pack 750 ml $ Crown Royal Deluxe Gift Pack 375 ml $ Forty Creek Barrel Select Gift Pack 750 ml $ Baileys Original Irish Cream 750 ml $32.95 Marketing & Product Guide 77

80 Block Pile Themes Dream That Make Beer Lovers Cheer LCBO# Product Name Size Retail* Winter Beard Double Chocolate Cranberry Stout 750 ml $ Exclusive Belgian Ales 6 x 330 ml $ Czechvar Mini Keg 5000 ml $ St. Bernardus Selection 6-Pack 6 x 330 ml $ Holiday Loot 6-Pack 6 x 473 ml $ Railway City Brewing Co. Holiday 3-Pack 3 x 473 ml $ Wychwood Brewery Beers of Character Collection 4 x 500 ml $ Mill Street Tankhouse Ale & Bierschnaps Gift Pack 2 x 355 ml ml $ Mill Street Seasonal Sampler 6-Pack 6 x 355 ml $ Innis & Gunn Holiday 4-Pack 4 x 330 ml $ Petrus Winter #9 750 ml $ Unibroue Sommelier Section 6-Pack 6 x 341 ml $ Pilsner Urquell 6-Pack Gift Set 6 x 330 ml $ Molson Canadian Skate Boot Gift Pack 4 x 355 ml $ Coors Banquet Heritage Gift Pack 3 x 473 ml $ Fuller's Vintage Ale ml $ Samuel Smith's Selection 3-Pack 3 x 550 ml $ Bitburger Premium Mini Keg 5000 ml $ Historic Ales From Scotland 4 x 330 ml $11.95 Gifts Worth The Splurge LCBO# Product Name Size Retail* Veuve Clicquot Brut Ice Jacket 750 ml $ Glenmorangie Whisky Boutique 750 ml $ Courvoisier VS 750 ml $ The Glenlivet 12 YO 750 ml $ Moët & Chandon Golden Sleeved Magnum 1500 ml $ Rémy Martin VSOP Gift Pack 750 ml $ Veuve Clicquot Ponsardine Brut Mailbox 750 ml $ Grey Goose Martini Gift Pack 750 ml $ Moët & Chandon Rosé Unfurl the Box Canister 750 ml $ Crystal Head Vodka Martini Gift Pack 750 ml $ Dillon's The Ultimate Barkeeps Spirits Kit 2 x 375 ml ml $ Courvoisier VS Gift Pack 750 ml $ Hennessy VS Pinifarina Gift Pack 750 ml $ Hennessy XO EC8 Tom Dixon 750 ml $ Belvedere Vodka Metallic Silver with Light 750 ml $ Cesari Amarone Valpolicella & Mara Ripasso Olive Oil Gift Set 2 x 750 ml $ Chivas Regal 12 YO 750 ml $ Promotional Turn 9 - Let s Get Together

81 Block Pile Themes Original Gifts LCBO# Product Name Size Retail* 3822 Bah Humbug Christmas Cheer Ale 500 ml $ Moselland Vanguard Pinot Grigio Blue Bottle 750 ml $ Evan Williams Original Southern Egg Nog 750 ml $ Vodka Mudshake Spiced Egg Nog 4-Pack 4 x 270 ml $ Unibroue 17 Grand Reserve 750 ml $ Skate Canadian Whisky 750 ml $ Kahlúa Gift Pack 750 ml $ Crown Royal Toronto Maple Leaf 750 ml $ St. Peter's Golden Ale Mini Keg 5000 ml $ Warm'n Cozy Mulled Wine 750 ml $ Ciroc Amaretto Spirit Drink 750 ml $ St. Bernardus Christmas Ale 750 ml $ Black Tower Pink Bubbly 750 ml $ Samuel Smith Winter Welcome Ale 550 ml $ Year of the Monkey Riesling 750 ml $ Year of the Monkey Pinot Noir 750 ml $ Girls's Night Out Chocolate Raspberry Truffle 750 ml $ Absolut Electrik 750 ml $ Disaronno Roberto Cavalli Limited Edition 750 ml $ Leffe Royale 750 ml $ Evan Williams Cider 750 ml $ Mein Aventinus Barrique 750 ml $ Kraken Black Spiced Rum Ceramic 750 ml $ Hpnotiq Sparkle 750 ml $ Smirnoff Vodka Maple Leaf 750 ml $ Old Tom's Original Egg Nog 750 ml $ Moselland Ars Vitis Riesling Hockey Scene 750 ml $ Jazz Vodka 700 ml $ St Peter's Winter Ale 500 ml $3.95 Marketing & Product Guide 79

82 Block Pile Themes Budget-friendly Gifts LCBO# Product Name Size Retail* Sapporo Holiday Gift Pack 2 x 650 ml $ Stella Artois 750 ml $ Vodka Mudshake Chocolate Candy Cane 4 x 270 ml $ Two Oceans Duo Gift Pack 2 x 750 ml $ Moselland Vanguard Dornfelder Red Bottle 750 ml $ Grolsch 1.5L 1500 ml $ Mrs. Beachley's Mulled Wine 750 ml $ Bottega White Gold Brut Sparkling 750 ml $ Jack Daniel's Winter Jack 750 ml $ Arbor Mist Cranberry Twist White Merlot 750 ml $ Joiy Sparkling 4-Pack 4 x 250 ml $ Woodbridge by Robert Mondavi Brut Sparkling 750 ml $ Gato Negro Tri-Pack 3 x 750 ml $ Penfolds Bin 9 Gift Box 750 ml $ Heineken Holiday Bottle 650 ml $ Lily Sparkling Gift Set 750 ml $ Moselland Riesling Cat Bottle 500 ml $ Gianduia Liquore Bottega 750 ml $ Promotional Turn 9 - Holiday

83 Black Friday Sale 3 Day Sale November Participating Stores - ALL STORES

84 Black Friday Sale (November 27-29) Overview 16 products will be participating in the Period 9 Black Friday Sale. The promotion will be advertised in 900,000 copies of a Free Standing Insert (FSI) distributed throughout the province. The promotion will be valid at ALL stores while supplies last. Stores are recommended to order additional stock of participating products. Stores that do not normally carry these products should consider bringing them in for this promotion. Key Dates Start Date: November 27, 2015 End Date: November 29, Promotional Turn 9 - Let s Get Together

85 Black Friday Sale (November 27-29) Black Friday Sale - Cut Case Display Key Dates Signage Components Ship Date: November 23, 2015 Start Date: November 27, 2015 Take Down Date: November 29, 2015 Participating Stores All Stores Participating Products Cut Case Backer Card Branded Pricer Cards Branded Shelf Talkers Riser Wrap LCBO# Description Size Regular Save Now Wolf Blass Yellow Label Cabernet Sauvignon 750 ml $16.95 $4.25 $ Russian Standard Platinum Vodka 750 ml $32.95 $8.00 $ Cave Spring Riesling VQA 750 ml $14.95 $3.00 $ French Cross Cabernet Sauvignon Bag In Box 4000 ml $39.95 $4.00 $ Apothic White 750 ml $16.15 $4.00 $ Mezzacorona Pinot Grigio 750 ml $13.95 $3.00 $ Santa Carolina Reserva de Familia Cabernet Sauvignon 2010 (V) 750 ml $18.95 $4.00 $ Crown Royal Apple 750 ml $29.95 $4.00 $ Jack Daniel s Tennessee Fire 750 ml $32.95 $5.00 $ Aberlour 12 YO Single Malt Scotch Whisky 750 ml $59.95 $6.00 $ Havana Club Dry 7 YO Rum 750 ml $32.95 $4.00 $ Bacardi Fuego 750 ml $29.95 $4.00 $ Absolut Vodka 750 ml $26.95 $1.60 $ Mott s Clamato Caesar Original 6 x 341 ml $15.45 $3.00 $ Sapporo Premium Beer 4 x 500 ml $10.25 $1.00 $ Molson Canadian Cider 473 ml $2.95 $0.45 $2.50 Cut Case Display Components Riser Wrap Shelf Talker Cut Case Backer Card Pricer Card Sign components subject to change Marketing & Product Guide 83

86 Black Friday Sale (November 27-29) Black Friday Sale - Wine Case Sale Display Key Dates Ship Date: November 23, 2015 Start Date: November 27, 2015 Take Down Date: November 29, 2015 Participating Stores Signage Components Cut Case Backer Card Branded Pricer Cards Bin Tag Extenders Riser Wrap 1, 3, 4, 5, 6, 8, 10, 11, 12, 13, 15, 17, 18, 19, 20, 21, 22, 23, 25, 26, 31, 34, 35, 36, 38, 40, 41, 44, 45, 55, 57, 58, 59, 62, 64, 65, 68, 72, 82, 83, 95, 99, 101, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 154, 155, 156, 163, 164, 165, 167, 171, 179, 182, 185, 187, 188, 192, 195, 198, 200, 201, 207, 209, 211, 212, 214, 217, 218, 221, 226, 228, 233, 234, 237, 242, 243, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 295, 298, 300, 310, 311, 312, 325, 326, 329, 334, 340, 344, 346, 351, 353, 355, 359, 360, 361, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 404, 407, 412, 415, 416, 417, 425, 426, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 485, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 586, 587, 589, 590, 593, 602, 609, 614, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 638, 641, 643, 694, 698, 702, 703, 706, 771, 776 Stores that would like to participate in the promotion of cases sales but are not on the list to receive the appropriate signage can use their generic sign package from the Big Case Savings Loonie Challenge. See page 97 of your Marketing & Product Guide. Wine Case Sale Display Components Cut Case Backer Card Pricer Card Bin Tag Extender Riser Wrap Sign components subject to change 84 Promotional Turn 9 - Let s Get Together

87 Black Friday Sale (November 27-29) Wine Case Sale Display Merchandising Instructions Please use the following recommendation chart and illustrations to build the display(s) your store needs, or simply chose the type of display to best suit your store. Sign the display with the Cut Case Backer Card and pre-printed Pricer Cards that clearly highlight both the single bottle saving and case saving. NOTE: Please build displays in accordance with LCBO Health and Safety standards. Customers are required to ask staff for assistance in obtaining cases. Participating Products LCBO# Description Size Regular Save Now Wolf Blass Yellow Label Cabernet Sauvignon 12 x 750 ml $ $48.00 $ Cave Spring Riesling VQA 12 x 750 ml $ $36.00 $ Apothic White 12 x 750 ml $ $48.00 $ Mezzacorona Pinot Grigio 12 x 750 ml $ $36.00 $ Santa Carolina Reserva de Familia Cabernet Sauvignon 2010 (V) 12 x 750 ml $ $48.00 $ Suggested Case Order Below are the case amounts stores are encouraged to order for the above participating SKUs Cases Stores 30 Cases 10, 38, Cases 1, 21, 164, 187, 212, 217, 243, 346, 412, 499, 624, Cases 5, 15, 31, 40, 154, 288, 355, 367, 371, 385, 393, 394, 438, 443, 445, 481, Cases 35, 148, 163, 171, 214, 295, 407, 417, 431, 437, 494, 511, 556, 569, 572, 619, Cases 3, 19, 22, 25, 36, 41, 57, 95, 106, 115, 140, 143, 149, 156, 195, 198, 200, 207, 226, 228, 233, 234, 252, 253, 263, 265, 287, 298, 300, 311, 325, 326, 329, 334, 344, 351, 360, 378, 387, 388, 390, 391, 398, 404, 416, 432, 434, 452, 459, 465, 486, 490, 495, 497, 501, 522, 523, 528, 534, 540, 542, 544, 568, 573, 575, 579, 587, 593, 602, 609, 614, 616, 631, 632, 771, Cases 4, 6, 8, 11, 12, 13, 17, 18, 20, 23, 26, 34, 44, 45, 55, 58, 59, 62, 64, 65, 68, 72, 82, 99, 101, 102, 125, 130, 132, 145, 155, 165, 167, 179, 182, 185, 188, 192, 201, 209, 211, 218, 221, 237, 242, 248, 249, 250, 255, 269, 278, 279, 310, 312, 340, 353, 359, 361, 373, 381, 382, 383, 384, 386, 389, 392, 397, 400, 401, 415, 425, 426, 428, 444, 453, 456, 457, 470, 485, 491, 505, 521, 532, 536, 545, 546, 549, 551, 553, 555, 559, 566, 580, 586, 589, 590, 617, 627, 629, 634, 638, 643, 694, 698, 702, 703, 706 Marketing & Product Guide 85

88 Black Friday Sale (November 27-29) Suggested Display Guidelines Branded Signage Generic Signage Stores that would like to participate in the promotion of cases sales but are not on the list to receive the appropriate signage can use their generic sign package from the Big Case Savings Loonie Challenge (page 97). 86 Promotional Turn 9 - Let s Get Together

89 Beaujolais Nouveau Participating Stores 1, 2, 3, 4, 5, 6, 7, 8, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 31, 32, 33, 34, 35, 36, 38, 40, 41, 42, 44, 45, 46, 47, 48, 49, 50, 52, 53, 54, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64, 65, 66, 67, 68, 69, 70, 71, 72, 74, 75, 77, 78, 79, 80, 81, 82, 83, 84, 85, 86, 87, 88, 90, 91, 92, 93, 94, 95, 97, 98, 99, 101, 102, 103, 106, 108, 109, 110, 112, 113, 115, 117, 122, 123, 124, 125, 128, 129, 130, 132, 133, 136, 137, 139, 140, 141, 143, 144, 145, 148, 149, 151, 152, 153, 154, 155, 156, 160, 163, 164, 167, 168, 170, 171, 175, 178, 179, 182, 183, 184, 185, 187, 188, 189, 191, 192, 193, 194, 195, 196, 198, 199, 200, 201, 202, 203, 205, 207, 208, 209, 210, 211, 212, 214, 216, 217, 218, 221, 222, 223, 224, 225, 226, 227, 228, 229, 230, 233, 234, 236, 237, 238, 239, 241, 242, 243, 244, 245, 247, 248, 249, 250, 252, 253, 255, 260, 261, 263, 265, 266, 268, 269, 270, 271, 275, 276, 277, 278, 281, 286, 287, 288, 295, 297, 298, 300, 301, 303, 306, 310, 311, 312, 313, 314, 320, 321, 324, 325, 326, 327, 329, 330, 331, 333, 334, 338, 340, 341, 343, 344, 345, 346, 348, 351, 353, 354, 355, 358, 359, 360, 361, 362, 363, 365, 367, 368, 370, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 395, 397, 398, 400, 401, 402, 403, 404, 405, 406, 407, 412, 415, 416, 417, 418, 419, 420, 425, 426, 427, 428, 431, 432, 434, 435, 437, 438, 441, 443, 444, 445, 446, 452, 453, 454, 456, 457, 459, 461, 465, 466, 467, 470, 474, 477, 481, 483, 486, 489, 490, 491, 494, 495, 496, 497, 499, 501, 505, 507, 509, 511, 512, 513, 515, 517, 518, 521, 522, 523, 526, 528, 529, 532, 533, 534, 536, 537, 538, 539, 540, 542, 544, 545, 546, 547, 549, 550, 551, 552, 553, 554, 555, 556, 558, 559, 562, 563, 564, 566, 568, 569, 572, 573, 575, 576, 578, 579, 580, 581, 582, 584, 586, 587, 589, 590, 593, 596, 598, 599, 601, 602, 605, 606, 609, 612, 614, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 644, 645, 649, 650, 651, 655, 677, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 771, 776

90 Celebrate the harvest on November 19th! Overview Beaujolais Nouveau wines are released around the world on the third Thursday of November every year. The Nouveau program offers customers a taste of the first wines from this year s harvest. The style of Nouveau wines is typically light-bodied and fruity. The 2015 selection includes wines from France, Italy and Ontario. Products are available while supplies last. Note: Not all stores will receive all SKUs. Participating Products: Key Dates: LCBO# Product Name Size Joseph Drouhin Beaujolais-Villages Nouveau 750 ml Georges Duboeuf Beaujolais-Villages Nouveau 750 ml The Fool Reif Estate Gamay Nouveau VQA 750 ml Reif Estate Kerner Nouveau (The Hanging Man) 750 ml Beaujolais Primeur Nouveau Art s 750 ml Gamay Nouveau Dubœuf 750 ml Petit Marcel Beaujolais Nouveau 750 ml Catalans Primeur Syrah Merlot IGP 750 ml Mommessin Beaujolais Nouveau 750 ml Mezzacorona Novello, Trentino 750 ml Negrar Novello Del Veneto IGT 750 ml Signage Components: Cut-case Backer Card (1 version) Generic Pricer Card (1 version) Branded Pricer Cards (11 versions) Beaujolais Nouveau Ship Date: November 16, 2015 Start Date: November 19, 2015 End Date: December 14, 2015 (or until depleted) Merchandising Instructions: Build a Block Pile display in a prominent location with the provided signage. Use dummy cases or risers if requried. Generic Pricer Card Branded Pricer Card Cut-case Backer Card 88 Promotional Turn 9 - Holiday

91 Cognac, Brandy & Eau-de-Vie Descriptors Participating Stores - ALL STORES Think you know Cognac? Think again! Cognac was the original spirit of choice for most classic cocktails before the turn of the 19th century. In the past, customers have historically looked to its luxurious image and full flavour to make Sidecars, Brandy Alexanders or sipped it warmed in a snifter. We want customers to find their style whether they want to enhance cocktails by trading up from a Brandy to a Cognac or explore the wide variety of Eau-de-Vie available there is a flavour for everyone. Each one is different, some using superior ingredients, distinctive distilling and aging processes which make them unique. The right Cognac or Brandy can make a good cocktail great, and Eau de Vies are often used to make very specific cocktails that no other spirit can be substituted for. Starting in Period 9, LCBO will post Cognac, Brandy, Eau de Vie descriptors so that whether customers want to experience a different cocktail, occasion or even while sipping neat, these descriptors will help make those choices and guide them to products that are compatible with their taste preference. Explore the category again yourself, and be confident in helping your customers do the same. Marijke McLean Category Manager Brown Spirits

92 Cognac, Brandy & Eau-de-Vie Descriptors Overview As a very refined, aged spirit, Cognac/Brandy is often described as full in aroma and flavour; They may all be made with grapes, however the distillation and production methods lead to nuances of flavour, aroma and texture that give each brand an unique identity. Eau-de-vie, because it is a widely defined category has its own on-shelf support so customers are aware of what it is and how it is different than Cognac & Brandy. Cognac & Brandy can be light with fruity flavours, or bold with spicy notes and a full mouthfeel, while Eau de Vie can be a completely different experience with very bold and fruit forward flavours. New Cognac, Brandy & Eau-de-Vie descriptors will help customers find the products that are right for them. Introducing Cognac, Brandy & Eau-de-Vie Descriptors The bin tag will now display a two-word description, which organizes our wide selection of Cognac, Brandy & Eau-de-Vie into groups that have similar aroma, flavour and texture profiles. These descriptors will guide customers to products that are compatible with their taste and cocktail preferences, allowing a confident exploration of the category. MEDIUM & FRUITY MI-CORSÉ ET FRUITÉ FRANCE FRANCE Refined, elegant and harmonious; savour neat at room temperature or try in a cocktail Courvoisier VS Cognac ml $ Deposit = $55.95 How to Use the New Descriptors With Customers Determine whether the customer you are serving is new to the Cognac, Brandy, Eau-de-Vie, starting to seek new discoveries or a well-travelled spirits explorer. New to the Cognac, Brandy, Eau-de-Vie experience The Cognac, Brandy, Eau-de-Vie descriptors will engage your customers. By identifying broad flavour groups such as Fruity or Spicy, the customers seeking to discover their style have a clear guide to follow. Once they have established some favourites, the Cognac, Brandy, Eau-de-Vie descriptors can offer an easy route to discover other brands that align with their palate preference. Looking for new discoveries Customers who already have some Cognac, Brandy, Eau-de-Vie favorites can explore other flavour groups. For example, if their preference is for SPICY, they could look to the FLORAL and HERBAL categories for new products to purchase. The well-travelled explorer Cognac, Brandy, Eau-de-Vie experts can use the new descriptors for inspiration and ideas, as they look for new and premium Cognac, Brandy, Eau-de-Vie to experience. The descriptors help to identify products that will complement specific cocktails, as well as those that reward savouring on their own. 90 Promotional Turn 9 - Let s Get Together

93 Cognac, Brandy & Eau-de-Vie Descriptors Cognac, Brandy & Eau-de-Vie Decriptors Explained Choose an Intensity SUBTLE Light, slightly delicate these cognacs/brandys/eau-de-vie have versatility to stand on their own or provide the ideal base for mixed drinks and cocktails. MEDIUM Well-rounded and balanced, these can hold their own with a wide range of aromas and flavours that may be more in the foreground. The impression is one of harmony. BOLD Choose Your Flavour/Aroma Vivid and confident, these may reveal more of their origins, making a real impact savoured on their own; in a cocktail, they add layers of complexity. FLORAL SWEET SPICY HERBAL FRUITY Orange Blossom Violet Rose Soap Honey Dried Flowers Vine Flowers Lavender Undergrowth Hummus NUTTY Nutty Bitter Almond Pecan Walnut Almond Coconut Caramel Toffee Chocolate Buttery Cream Brioche Honey Sherry Madeira TOASTY Coffee Toast Smoke Tobacco Incense Oaky Vanilla Nutmeg Clove Ginger Cinnamon Pepper Licorice Fennel Anise Balsamic Rancio Saffron Sandalwood Cigar Box Tea Grassy Mint Eucalyptus Hay Ferns Chamomile Cedar Resin Pine Truffle Apple Cooked Apple Binned Apple Pear Plum Raspberry Strawberry Blueberry Quince Cherry Prune Peach Apricot Raisin Citrus Citrus Zest Grapy Passionfruit Fresh Pomace Sherry Marketing & Product Guide 91

94 Cognac, Brandy & Eau-de-Vie Descriptors Cognac & Brandy, Eau-de-Vie Perpendicular Shelf Talkers Merchandise the Perpendicular Shelf Talkers in corresponding sections and on the Mini Thematic Promo Fixture. Key Dates Ship Date: Week of November 2, 2015 Install Date: November 9, 2015 Re-order Codes English/French DMS-P0916-PFM-142 Cognac & Brandy Descriptors Shelf Talker Eau-de-Vie Descriptors Shelf Talker 92 Promotional Turn 9 - Let s Get Together

95 Mini Thematic Cognac Participating Stores PARTICIPATION IS MANDATORY 1, 4, 5, 11, 14, 15, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 50, 51, 55, 57, 60, 62, 63, 64, 65, 68, 72, 74, 79, 80, 82, 83, 90, 93, 95, 97, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 168, 171, 175, 179, 182, 185, 187, 188, 190, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 221, 226, 227, 228, 233, 237, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 311, 320, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 404, 407, 408, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 486, 490, 491, 494, 495, 497, 499, 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, 619, 623, 624, 627, 629, 630, 631, 633, 632, 634, 635, 638, 640, 641, 643, 644, 649, 652, 653, 654, 655, 658, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776

96 This is a supplier paid program and stores must merchandise all SKU's on the Mini Thematic Promotional Fixture End Products are force-allocated. The 1-in/1-out rule does not apply on the Promotional Fixture. The Period 9 Mini Thematic Customer Takeaway features Cognac. To support the sales and marketing strategy, it is recommended to feature all SKUs participating in the program. Mini Thematic Cognac Detailed Merchandising Instructions The Mini-Thematic Program is designed to highlight products which are new, engaging or niche product categories. Special Instructions Merchandise products by like size and colour to create an impactful display. PARTICIPATION IS MANDATORY Location Fixture Components Signage Components SKU Count Refer to your store floor plan Category Sign Holder Brochure Holder Category Sign (long or short) Shelf Talkers Occasional Customer Takeaway 6 min, 12 max If bringing in all participating products is not conductive to your individual store, the following guidelines must be met: The Promotional Fixture must be fully merchandised at all times. This may mean increasing the number of cases per SKU or increasing the number of SKUs brought in for the promotion. All brands must be featured to ensure a healthy looking display that is ready for business. Featured products are force-allocated. If a feature product is currently carried by your store, additional stock is to be ordered to support the secondary display space on the Promotional Fixture. If a store is bringing in a featured product to support the Promotional Fixture Program, the 1-in/1-out rule does not apply during the promotional Periods. If a store decides to list a featured product AFTER the promotional Period has concluded, the 1 in/1 out rule does apply. 94 Promotional Turn 9 - Let s Get Together

97 Mini Thematic Cognac PARTICIPATION IS MANDATORY Overview The Period 9 Mini Thematic explores the wide range of Cognacs that we carry. We re also introducing customers to our new style descriptors, making it even easier to discover a new favourite. Cognac is one of life s simple pleasures. It s smooth and delicious on its own, yet versatile enough to elevate a variety of cocktails. Customers will learn the different styles and discover new cocktails to explore while learning all about the luxurious and iconic spirit. Key Dates Install: November 9, 2015 Take Down: November 29, 2015 Merchandising Instructions Insert the provided My Cognac / My Cognac Mon Cognac sign into the sign band on the Mini Thematic fixture. Install the pre-printed Shelf Talkers in front of the participating products on the promo fixture and install in section. Clips can be re-ordered at Central Supply # Merchandise the Period 9 My Cognac Customer Takeaway (re-order# P0916-PFM-033) in the Mini Thematic Promo End brochure holder. Participating Products LCBO Product Description Size 4101 Remy Martin VSOP 750 ml Hennessy VSOP Cognac 750 ml Martell Medallion VSOP 750 ml 9902 Courvoisier VSOP 750 ml 8284 Hennessy VS Cognac 750 ml Meukow Cognac VS 750 ml D'Ussé VSOP 750 ml Cognac Gautier VS 750 ml Meukow Feline VSOP Cognac 750 ml Customer Takeaway Re-order# P0916-PFM-033 Marketing & Product Guide 95

98 Components Component Where to install Re-Order# Promo Fixture Sign Short (English/Bilingual) Dimensions: 28 w x 6 3/8 h Promo Fixture Sign Long (English/Bilingual) Dimensions: 43 w x 6 3/8 h Promo Fixture Branded Shelf Talker (English & French) (2 bundles to each participating store) Dimensions: 6 w x 1 3/4 h Advertising Promotional Fixture Merchandise on the Promotional Fixture with participating products. Mini Thematic Cognac PARTICIPATION IS MANDATORY P0916-PFM-026 P0916-PFM-027 P0916-PFM-032 The Period 9 Cognac Mini Thematic will be supported with TTC Subway car advertising from November 16 to December Promotional Turn 9 - Let s Get Together

99 The Loonie Challenge Participating Stores - ALL STORES What do a loonie & a pizza have in common? What does $219,000,000 mean? It equals the total incremental sales increase forecast for the fiscal year. How are we going to achieve this? A new game called the "The Loonie Challenge," which focuses on three core initiatives: 1. Big Case Saving 2. Boost Basket Sales 3. Gift Bag Bonanza Who can play? The Retail Store network. Is there a prize? Yes - Pizza lunch for the Store Staff paid for by SMi. How do you win? It's a Regional competition and prizes are awarded for the following: Q3 (Periods 7, 8 & 9)- Boost Basket Sales Q4 (Periods 10,11, 12 & 13)-Gift Bag Bonanza How do you enter? You're already entered. Now all you have to do is focus on the three ways to win. The store with the largest per period increase in the Quarterly category, as arranged by the Store Manager, will be lunching pizza on SMi's tab. Official Rules and more details, please visit: Operations_Support/Customer_ Service_Support_Training/ LoonieChallenge/Pages/default.aspx If you have any questions, please contact ACESS acsss@lcbo.com.

100 Loonie Challenge- Big Case Savings Big Case Savings (for wine products only) Each Promotional Turn, a LTO wine product is selected to participate in the Big Case Savings Program. Branded signs will be provided. Stores are strongly encouraged to participate in the program using the signs. Key Dates Install Date: November 8, 2015 Take Down: November 29, 2015 Product: LCBO# Product Name Size Panama Jack s Salted Caramel Cream 750 ml *formerly Panama Jack s Butter Caramel Cream Bottle Savings: Case Savings: REG SAVE NOW REG SAVE NOW $19.95 $2.00 $17.95 $ $24.00 $ Signage Components: Cut Case Backer Card Pricer Card Bin Tag Extension Branded Cut Case Backer Card Re-order Code: Branded Package English: P0916-CSB-140 Branded Package Bilingual: P0916-CSB-141 Bin Tag Extension Branded Pricer Card 98 Promotional Turn 9 - Let s Get Together

101 Loonie Challenge- Big Case Savings Big Case Savings (wine products only, store Manager's Discretion) Store Managers are also encouraged to select wine products on LTO and highlight the case savings. A generic sign package was delivered to stores in Period 4, please use this package to support the initiative. Merchandising Instructions Cut Case Display (For stores that have available floor space) Please set up a cut case display using the provided generic signage. Please handwrite selected product information on the Generic Blank Pricer Card using a black Sharpie marker. On Shelf Display Please insert corresponding Generic Bin Tag Extension next to product s Bin Tag for selected product. Please retain all unused generic blank signage for future use. LTO Denominations Available: Bottle LTO Case LTO $1.00 $12.00 $1.50 $18.00 $2.00 $24.00 $3.00 $36.00 $4.00 $48.00 Signage Components: Cut Case Backer Card (5 Options) Generic Pricer Card: Stores are required use a black Sharpie marker to write information. Bin Tag Extension (5 Options) Re-order Code: Generic Package English: P0416-CSG-142 Generic Package Bilingual: P0416-CSG-143 Generic Cut Case Backer Card Generic Pricer Card Bin Tag Extension Marketing & Product Guide 99

102 Loonie Challenge - Boost Basket Sales (Spirited Pick) Spirited Picks - Basket Merchandising Basket Fixtures are an extremely effective way of increasing sales of any product. To promote the Spirited Picks program, participating products are to be wrapped and merchandised in the woven baskets located near cash. Stores will receive two (2) cello wrap kits per period. Each wrap kit includes cello bags, ribbon and a tag that features a cocktail recipe using the selected product. Key Dates Period 9: week of November 5 Period 10: week of November 23 Participating Products Period 9 Merchandise the following products in a basket located net to the cash desk. Wrap every other bottle in the basket with the Cello Wrap Kit & Recipe Tag provided. LCBO# Description Retail Offer Now Mix With Size The Kraken Black Spiced Rum $16.85 $1.00 LTO $15.85 Ginger Beer 375 ml 9522 J.P. Wiser s Deluxe $14.95 $0.80 LTO $14.15 Gingerale 375 ml Absolut Vodka $14.75 $14.75 White Cranberry 375 ml Bailey s Irish Cream $17.95 $17.95 Ice 375 ml Period 10 Merchandise the following products in a basket located net to the cash desk. Wrap every other bottle in the basket with the Cello Wrap Kit & Recipe Tag provided. LCBO# Description Retail Offer Now Mix With Size Cîroc Original Unflavoured Sparkling Wine 375 ml Disaronno Amaretto Orange Juice 375 ml Kahlua Coffee Flavoured Liqueur $16.95 $16.95 Fresh Coffee 375 ml Appleton Estate V/X Signature Blend $14.95 $14.95 Egg Nogg 375 ml Signage Re-order Code Signs will be shipped to participating stores for this program and will be available for re-ording. Basket Sign Re-order# DMS-P0916-BSH Promotional Turn 9 - Let s Get Together

103 Loonie Challenge - Boost Basket Sales (Spirited Pick) Merchandising Instructions For stores participating in the Spirited Picks program For a list of participating stores, please refer to the Front End Merchandiser section of this guide. Please use a White Marker (Central Supply# ) to fill in production information on signs. Please be sure to include on the sign the Name, Size, and Price of the participating product Please wrap products with cello, ribbon and recipe tag. Merchandise participating products in baskets at cash to encourage impulse purchases for key incremental sales during holiday. The recipe tag attached includes a simple recipe solution to help our customers create in a quick and simple cocktail during holiday gatherings. For non-fem stores Stores are encouraged to merchandise these great offers if baskets and space are available. Please try to re-purpose existing baskets. No additional baskets are available for ordering at this time. Please follow all Health and Safety regulations. Components Each kit contains: 100 clear cello bags 20 x 8.25 h 100 pre-cut 7/8 w red ribbon pieces (34 length) 100 cocktail recipe gift tags Memo Additional Cello Wap kits will not be available for reordering Marketing & Product Guide 101

104 Gift Bag Bonanza Loonie Challenge - Gift Bag Bonanza Please display gift bags in prominent areas and watch their sales grow! And at cash, ask your customers if their purchase is a gift, and suggest a gift bag! Would you like a gift bag with that? 102 Promotional Turn 9 - Holiday

105 Front End Merchandiser This is a Sold Program and participation is mandatory. 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, 186, 188, 190, 192, 195, 198, 200, 201, 207, 209, 210, 211, 216, 217, 218, 221, 226, 227, 228, 233, 243, 248, 249, 250, 252, 253, 263, 270, 278, 279, 288, 295, 298, 300, 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, 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, 624, 627, 629, 630, 631, 633, 632, 640, 641, 643, 649, 652, 653, 655, 658, 694, 699, 741

106 FEM Sold Space Program - Stocking Stuffers The Front End Merchandiser program (FEM) has proven to generate incremental sales, create consistency across the stores, and encourage customers to discover new products. This is a sold program and participation is mandatory. Signage will be shipped to participating stores each Period. Key Dates Install: November 8, 2015 Take Down: November 29, 2015 Merchandising Instructions For Period 9, the Sold Space Program will feature a selection of Perfect Stocking Stuffers. It is imperative that stores reconfigure the shelves on the sold space display in order to feature these products effectively. Merchandise the box sign Perfect Stocking Stuffers on the top shelf. Merchandise the Featured Products (group A Participating Products) on the centre 3 shelves plus the plinth/base. Merchandise the Stocking Stuffers (group B Participating Products) on the first three shelves on either side of the display. (Store Manager s discretion). These products DO NOT replace Front End Merchandiser (FEM) or CORE PPG products. If space is available, merchandise the Stocking Stuffers (group B Participating Products) in 1 basket on either side of the display. Sign the baskets with a Stocking Stuffers Basket Signs, make sure to clearly write the product NAME, SIZE and PRICE in white marker. Signage Components Perfect Stocking Stuffers Box Sign Re-Order# DMS-P0916-FEM-039 Front End Merchandiser (FEM) PARTICIPATION IS MANDATORY Stocking Stuffers Basket Signs Re-order# DMS-P0916-BSH Promotional Turn 9 - Let s Get Together

107 Front End Merchandiser (FEM) PARTICIPATION IS MANDATORY Group B Stocking Stuffers Participating Products Group B Stocking Stuffers Manager s discretion for merchandising from the following products. Group A - Featured Products LCBO# Description Size 9043 Crown Royal 375 ml Baileys Irish Cream 375 ml Captain Morgan Spiced Rum 375 ml Grey Goose Vodka 375 ml Grand Marnier 375 ml Absolut Vodka 375 ml 240 Smirnoff Vodka 375 ml Disaronno Amaretto 375 ml Kahlua Coffee Flavoured Liqueur 375 ml Appleton Estate V/X Signature Blend 375 ml Group A Featured Products Group B Stocking Stuffers Group B - Stocking Stuffers Group B Stocking Stuffers LCBO# Description Size Chianti Fiasco Mignon Montelonti 100 ml Mini Black Vintage Edition by Freixenet Cava 200 ml Villa Jolanda Baby Asti DOCG Dolce 200 ml Villa Maria Private Bin Sauvignon Blanc 375 ml Red Racer Gingerhead Gingerbread Stout 650 ml Glenmorangie Taster 4-Pack 4 x 100 ml Grey Goose Mini Flavour 4-Pack 4 x 50 ml Kahlúa Gingerbread 375 ml The Kraken Black Spiced Rum 50 ml Mozart Trio Pack 3 x 50 ml Marketing & Product Guide 105

108 Reminder: 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 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) Think Shrink 750 ml Merchandiser PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) Above example is based on Type 3. Staff Picks Basket This is the New Think Shrink 750 ml Merchandiser that is replacing the oval (surfboard) Customer Service counters. The current direction for merchandising varies by region so the 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 Front End Merchandiser (FEM) PARTICIPATION IS MANDATORY 4, 10, 13, 17, 22, 23, 41, 55, 63, 65, 95, 97, 102, 125, 132, 144, 145, 153, 156, 168, 191, 198, 201, 210, 211, 229, 233, 237, 244, 252, 253, 260, 270, 286, 288, 298, 300, 325, 326, 344, 359, 367, 371, 381, 383, 386, 390, 392, 394, 397, 398, 401, 417, 427, 437, 443, 452, 459, 469, 470, 486, 490, 491, 495, 497, 511, 523, 536, 544, 546, 549, 551, 555, 564, 569, 573, 579, 580, 587, 601, 605, 617, 619, 627, 632, 634, 635, 638, 641, 643, 644, 694, 698, 699, 703, 706, Promotional Turn 9 - Let s Get Together

109 Front End Merchandiser (FEM) PARTICIPATION IS MANDATORY Front End Merchandiser Core List 2014/15 LCBO# Description Size Beer and Chasers Crown Royal 200 ml Grand Marnier 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T) 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Forty Creek Barrel Select 200 ml Cool Convenience Crown Royal 200 ml Grand Marnier 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T) 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Premium Destination Jack Daniel s Tennessee Whiskey 200 ml Crown Royal 200 ml Canadian Club Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T) 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Baileys Irish Cream 200 ml Grant s Family Reserve 200 ml Iceberg Vodka 200 ml Mainstream Spirits Crown Royal 200 ml Walker s Special Old 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T) 200 ml Absolut Vodka 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml LCBO# Description Size Big Brands Crown Royal 200 ml Alberta Premium 200 ml Walker s Special Old 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T) 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Global Roots Jack Daniel s Tennessee Whiskey 200 ml Crown Royal 200 ml Canadian Club Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T) 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Grant s Family Reserve 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Up-spend Mainstream Crown Royal 200 ml Canadian Club Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T) 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Baileys Irish Cream 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Marketing & Product Guide 107

110 108 Promotional Turn 9 - Let s Get Together

111 Seasonal & New Product Fixture Program Participating stores are grouped based on the Seasonal & New Product Fixture size. 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. 1, 4, 5, 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, 82, 83, 93, 95, 97, 102, 106, 115, 125, 130, 132, 144, 145, 148, 149, 153, 154, 156, 164, 168, 171, 185, 187, 191, 195, 198, 200, 207, 209, 211, 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, 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, 412, 416, 417, 420, 425, 427, 428, 431, 432, 437, 438, 443, 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, 539, 540, 542, 544, 545, 546, 549, 550, 551, 553, 554, 555, 556, 559, 564, 566, 569, 571, 573, 575, 579, 580, 587, 590, 593, 601, 602, 605, 609, 614, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 641, 642, 644, 645, 646, 649, 652, 653, 654, 655, 657, 658, 677, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771, 776

112 Seasonal & New Product Fixture Program Overview During Period 9 and Period 10 the New and Seasonal Product Fixture will transition into the Holiday Gifts fixture. Components Stores will receive one (1) kit which contains: One (1) Holiday Gifts Category Sign (English/Bilingual) Two blank all red Category Signs Three (3) On Shelf Box Sign Holiday Gifts Merchandising Instructions Key Dates Install Date: November 8, 2015 Take Down Date: January 3, 2016 Remove the Recent Arrivals Category Sign inserts and On Shelf Box Signs from Period 8, and replace with the Period 9 Holiday Gifts Category Sign inserts. Please remove all newly released products and place in appropriate locations within your store. Use the fixtre to merchandise supplier gift packs from the Spirits, Wines and Beer holiday gift program. Please display the holiday gifts by product category for easy customer shopping. The fixture will transition back to New and Seasonal Products in Period 11. Use the On Shelf Box Signs to create a visual break on shelf between product categories. Each kit contains three Category signs, two blank red and one Holiday Gifts. Place the two blank colour inserts into the sign slot and center the Holiday Gifts sign over the top of the blank inserts. Stores may use the Shelf Talkers provided for the Block Pile program to sign appropriate products merchandised on the fixture. Re-order Codes Holiday Gifts Category Sign Blank Category Sign Additional signage kits are available for re-order. The kit comes with 3 of the same signs. Category Signs Re-order# P0916-SPF-124 Box Sign Re-order# P0916-SPF-125 Holiday Gifts Box Sign 110 Promotional Turn 9 - Let s Get Together

113 Bonus AIR MILES rewards miles Participating Stores - ALL STORES

114 Overview Key Dates Starting in Period 8, all stores received the following signage components to increase the awareness of the Bonus AIR MILES reward miles program. Components & Re-order# s Component Installation Image Parking Lot Sign Re-order# P0816-PLS Version English/Bilingual Window Decal English Re-order# P0816-BWD-177 Bilingual Re-order# P0816-BWD Version English/Bilingual Generic Backer Card Re-order# P0816-BCG Version English/Bilingual Perpendicular Shelf Talker Re-order# DMS-P0816-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). Bonus AIR MILES reward miles Permanent Signage Install: Immediately Take Down: This is permanent signage. Please keep installed until further notice. 112 Promotional Turn 9 - Holiday

115 Deflate the Elephant Participating Stores - ALL STORES Parking Lot Sign Shopping Cart Sign POS Screen

116 Deflate the Elephant Overview LCBO s social responsibility campaign, Deflate the Elephant, promotes hosting for safe and enjoyable celebrations with family and friends. The campaign s website deflatetheelephant.com is a one-stop source for hosting tips, ideas and entertaining advice. Key Date Install: November 8, 2015 Take Down: November 27, 2015 Please note that the Period 10 Giving Back campaign starts on November 27th. It is imperative that stores remove Deflate the Elephant signage and replace with Giving Back on November 27th, Signage Components & Merchandising Instructions Parking Lot Sign see page 119 Shopping Cart Sign see page 121 artwork is subject to change artwork is subject to change POS Screens Deflate the Elephant POS screens will automatically be updated on the cash screens for the duration of the campaign. 114 Promotional Turn 9 - Let s Get Together

117 Social Responsibility In store Signage Participating Stores ALL STORES Check 25 (25 or Younger) Program Rear Cash Register Sign 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 2015 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. For Period 9 Our featured charities on the Donation Box program are: Assaulted Women s Hotline and Osteoporosis Canada

118 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. Signage Components and Merchandising Instructions Check 25 (25 or Younger) PROGRAM 1. Rear Cash Register Sign (Bilingual) Second-PARTY Purchase Affix the four Velcro dots in each corner on the back of the sign, as well as on the back of each cash monitor. Please ensure the creative is facing the customers. The following stores and all new stores will not receive this signage component as it will not fit on the back of the new cash monitors (4, 144, 351, 378, 465, 532, 551, 580, 587, 600, 609, 627, 644). Re-order# SR 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# SR Preventing sales to minors and those who are intoxicated is a year-round responsibility that we take very seriously. When staff has reasonable grounds to believe someone is buying for a minor, the Liquor Licence Act gives them the right and responsibility to refuse the sale. The Did you know 19+ in-store signage program informs customers about this policy and reinforces our commitment to responsible service. Please ensure that all signage components are replaced when they start peeling, begin to fade or look worn out. All stores should have received the updated signage components and are displaying them. There was a change made to the LCBO logo which now includes Always Taking Care. Please ensure the correct signage version is on display. 116 Promotional Turn 9 - Let s Get Together

119 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 Month display. The stand should not go behind the cash, but rather in front of the cash as customers approach to check out. Re-order# SR 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# SR 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 # Re-order# SR 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 # Re-order# SR Marketing & Product Guide 117

120 Signs for both programs 1. Front End Merchandiser Sign (Bilingual) This sign is to be alternated between both the 25 or Younger and Second-party Purchase program on all Front-End Merchandisers. Affix the Velcro dots on the sign, on the bottom corners, and on the wall of the Front-End Merchandiser Fixture. 2. Poster (English/French) At Store Manager s discretion, display both 25 or Younger and Second-Party Purchase posters on the Community Board or within the customers line of vision as they approach the cash counter. Re-order Codes Check 25 or Younger: Re-order# SR nd-party Purchase: Re-order# SR Social Responsibility In-store Signage Check 25 Program Re-order# SR Check 25 or Younger DO NOT remove until further notice Second-party Purchase Program Re-order# SR 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 or Younger 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. 118 Promotional Turn 9 - Let s Get Together

121 Exterior Springer Sign Participating Stores ALL STORES artwork is subject to change

122 Exterior Springer Sign Key Dates Deflate The Elephant Install: November 8, 2015 Take down: November 27, 2015 Bonus AIR MILES Install: October 11, 2015 Take down: keep until further notice. Components & Re-ordering Deflate The Elephant Exterior Springer Sign (English/French) Re-order#: P0916-PLS-089 Merchandising Instructions Bonus AIR MILES Exterior Springer Sign (English/French) Re-order#: P0816-PLS-090 If you have one Exterior Springer Sign fixture, please display the "Deflate The Elephant" sign. If you have more than one Exterior Springer Sign fixture, please display both the "Deflate The Elephant and the "Bonus AIR MILES" signs. Please ensure the sign placement does not pose a potential health and safety risk. Please do not display the signs outside when there are strong winds. The display may tip over and cause injury. artwork is subject to change artwork is subject to change Deflate the Elephant Bonus AIR MILES 120 Promotional Turn 9 - Let s Get Together

123 artwork is subject to change artwork is subject to change 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 sign are English and Bilingual depending on your store. Signs are to be installed by the start of the promotion. Participation is mandatory for the following designated stores. Participating 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, 140, 144, 145, 148, 149, 154, 156, 163, 164, 166, 167, 168, 171, 179, 185, 187, 190, 191, 195, 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, 412, 416, 417, 420, 428, 432, 437, 438, 443, 444, 445, 446, 449, 453, 454, 456, 459, 465, 467, 474, 477, 481, 486, 490, 491, 494, 495, 497, 499, 500, 502, 505, 507, 509, 511, 518, 521, 522, 523, 534, 536, 539, 540, 542, 544, 546, 549, 550, 551, 554, 555, 556, 559, 566, 569, 571, 572, 573, 575, 579, 580, 587, 590, 593, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 633, 632, 634, 635, 640, 641, 643, 644, 645, 651, 652, 653, 654, 655, 657, 658, 694, 695, 698, 699, 702, 703, 706, 741, 771, 776

124 Shopping Cart Sign Thematic Sign (Sold to the Trade) Key Dates Install: November 8, 2015 Take Down: November 29, 2015 Participating Products Re-order# DMS-P0916-SCS-069 LCBO# Description Size Retail Save Now Moosegead Lager 6 x 341 ml $12.95 $1.00 $11.95 Social Responsibility Sign Key Dates Install: Upon receipt Take down: November 27, Merchandising Instructions artwork is subject to change Deflate the Elephant Shopping Cart Signs Re-order# DMS-P0916-SCS-086 Remove the Period 8 "Canadian Club 100% Rye" sign and replace with the Period 9 "Moosegead Lager" sign on the inside of the frames of the shopping cart. Merchandise the Deflate the Elephant Shopping Cart Signs in the frames on the outside of the Shopping Carts. 122 Promotional Turn 9 - Let s Get Together

125 Signature Collection Participating Stores 1, 2, 5, 10, 15, 17, 18, 19, 21, 25, 26, 31, 35, 36, 37, 38, 40, 83, 106, 115, 140, 143, 148, 149, 154, 156, 163, 164, 171, 179, 182, 187, 195, 198, 212, 214, 217, 226, 243, 252, 253, 265, 287, 288, 295, 298, 311, 325, 326, 329, 333, 334, 344, 346, 355, 360, 367, 371, 378, 383, 384, 385, 386, 390, 393, 394, 398, 403, 404, 407, 412, 415, 417, 431, 432, 437, 438, 443, 445, 452, 457, 481, 483, 485, 486, 494, 495, 497, 499, 511, 521, 522, 523, 528, 532, 534, 536, 542, 545, 547, 553, 556, 566, 568, 569, 573, 579, 590, 593, 614, 616, 619, 623, 624, 629, 630, 631, 632, 634, 636, 641, 643, 698, 702, 771, 776 The Signature Collection program is a permanent program; please continue to merchandise the pre-printed Shelf Talkers in-section at all times.

126 Overview The Signature Collection is a curated assortment of wines originating from premium wine growing regions around the world. The goal is to take advantage of the customers who are looking to purchase wines at a more premium price point in the LCBO Wines section. Participating Products Merchandising Instructions Signature Collection products are to be merchandised on the TOP SHELF of their respective country of origin sections. This helps tell their premium story and create high visibility in section. Merchandise the Shelf Talkers in front of participating products in section. If you have the Signature Collection brochure it is no longer relevant and can be recycled. 124 Promotional Turn 9 - Let s Get Together Signature Collection This program allows us to build customer confidence while shopping the premium end of the Wines section and bridge them to eventually shop Vintages. The Signature Collection products are priced premium relative to the other products within the category sets and over deliver in terms of quality, price, and value. LCBO# Description Size Laroche Chablis Saint Martin 750 ml Wolf Blass Grey Label Shiraz 750 ml Rodney Strong Alexander Valley Cabernet Sauvignon 750 ml Robert Mondavi Chardonnay Napa Valley 750 ml Wolf Blass Gold Label Chardonnay 750 ml Castello di Neive Barbaresco 750 ml Masi Costasera Amarone Classico 750 ml Batasiolo Barolo 750 ml Stone Dwellers Cabernet Sauvignon 750 ml Bouchard Père & Fils Pouilly-Fuissé 750 ml Kenwood Zinfandel Sonoma County 750 ml Guy Saget Sancerre Blanc 750 ml Whitehaven Pinot Noir 750 ml Brancott Letter Series B Sauvignon Blanc 750 ml Bouchard Beaune De Château Premier Cru 750 ml Dona Paula Estate Malbec 750 ml Ruffino Chianti Classico Riserva Ducale 750 ml Santa Rita Medalla Real Gran Reserva Carmenere 750 ml Georges Duboeuf Beaujolais Brouilly 750 ml Latour Chardonnay Bourgogne 750 ml Graham's 10 Year Old Tawny Port 750 ml Lustau Los Arcos Amontillado Dry Sherry 750 ml Chateauneuf-Du-Pape Chapoutier Les Grands Merisiers 750 ml Chateau Canteloup, Medoc Aoc 750 ml Rioja Bordon, Rioja Gran Reserva 750 ml Signage Components Shelf Talkers (English/Bilingual) Re-order# DMS-P0816-SCS-176

127 Wine Fridge This is a Sold Program and participation is mandatory. For product and Planoguide questions please call: Astrid Brummer Product Manager Ontario Wines For complete details pertaining to the Wine Fridge Sold Space Program, please refer to the Wine Fridge Sold Space Program Guide and/or on the LCBO Portal under Sales & Marketing home page. Bobby Panchu Product Manager European Wines Courtney Dawson Product Manager New World Wines

128 Wine Fridge Turn 2 (PT7-PT11) 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. Participating Stores Group A Stores 1, 5, 10, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 234, 242, 243, 269, 279, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 388, 390, 391, 393, 394, 398, 412, 428, 431, 432, 434, 437, 438, 443, 445, 452, 453, 457, 470, 486, 494, 497, 499, 500, 505, 511, 528, 534, 536, 542, 545, 555, 556, 566, 568, 569, 572, 573, 587, 590, 614, 619, 623, 624, 627, 629, 630, 631, 632, 641, 658, 697, 698, 702, 741, 771, 776 Group B Stores 14, 22, 23, 24, 26, 27, 33, 34, 35, 41, 43, 44, 45, 50, 51, 52, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 74, 77, 79, 80, 81, 82, 86, 87, 93, 95, 97, 101, 102, 106, 110, 115, 124, 125, 130, 132, 144, 145, 152, 154, 155, 168, 175, 177, 179, 183, 187, 188, 190, 191, 192, 194, 197, 200, 201, 202, 205, 209, 210, 211, 213, 216, 218, 219, 221, 222, 225, 229, 233, 237, 244, 248, 249, 252, 255, 263, 266, 268, 270, 278, 287, 297, 300, 302, 310, 312, 313, 321, 325, 340, 341, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 386, 387, 392, 395, 397, 399, 400, 401, 402, 406, 407, 415, 416, 417, 427, 456, 458, 459, 465, 490, 491, 495, 501, 502, 518, 521, 522, 526, 532, 533, 539, 540, 544, 546, 549, 550, 553, 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, 660, 694, 695, 699, 700 Group C Stores 2, 3, 4, 7, 9, 11, 12, 13, 17, 32, 39, 49, 73, 85, 94, 96, 99, 103, 105, 109, 112, 119, 122, 137, 153, 157, 160, 161, 167, 181, 186, 193, 199, 223, 224, 227, 230, 231, 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, 436, 454, 461, 473, 481, 496, 504, 509, 517, 537, 552, 562, 578, 581, 596, 598, 609, 640, 645, 651, 656, 677, 703, 706 Group D Stores 6, 28, 29, 30, 42, 46, 47, 48, 53, 54, 56, 69, 71, 78, 88, 90, 91, 98, 107, 113, 116, 123, 128, 136, 139, 158, 165, 166, 169, 174, 178, 196, 208, 220, 232, 246, 247, 250, 258, 260, 265, 276, 293, 294, 296, 298, 301, 320, 323, 330, 331, 363, 364, 365, 369, 383, 389, 408, 411, 414, 420, 425, 426, 429, 446, 449, 450, 455, 462, 467, 468, 469, 471, 477, 482, 483, 484, 492, 510, 516, 519, 523, 527, 529, 530, 538, 547, 551, 561, 571, 589, 594, 612, 639, 646, 650, 652, 654, 655, 657 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 Promotional Turn 9 - Let s Get Together

129 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 (no changes) 2015 Ontario Wine Awards (no changes)

130 Our Wine Country Ontario Superstars Ontario Wines Superstars The Ontario Wine Superstars program was updated to have a brand new look. The program remains the same, however the signage design has changed. This is a sold space program and participation is mandatory. The Our Wine Country Ontario Superstars Program is updated every promotional Period. Each turn, two high volume Ontario VQA products are featured. Stores must order products required (minimum of three cases per SKU). Key Dates Install: November 8, 2015 Take Down: November 29, 2015 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, 68, 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, 175, 179, 182, 183, 185, 186, 187, 188, 190, 191, 192, 195, 196, 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, 300, 306, 311, 312, 313, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 354, 355, 359, 360, 361, 362, 366, 367, 371, 373, 374, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 393, 394, 397, 398, 400, 402, 406, 407, 408, 411, 412, 415, 416, 419, 425, 426, 427, 428, 429, 431, 432, 434, 438, 444, 445, 446, 450, 452, 456, 457, 458, 459, 461, 465, 467, 469, 470, 485, 491, 494, 495, 499, 501, 502, 505, 511, 518, 521, 523, 528, 533, 534, 536, 537, 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, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 637, 638, 641, 642, 643, 698, 700, 702, 703, 771, 776 Merchandising Instructions Participating Products LCBO# Product Size Pelee Island Pinot Noir VQA 750 ml Cave Spring Riesling VQA 750 ml Use selected product to build a cut case display next to VQA Cube Fixture. Install the pre-printed Cut Case Backer Cards onto the Cut Case display. Install pre-printed Pricer Cards into the front of the Cut Case display. Install pre-printed Shelf Talkers in-section in front of the participating products. Cut Case Display 128 Promotional Turn 9 - Let s Get Together

131 Our Wine Country Ontario Superstars Group 1: 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# P0916-OWS-01 Cut Case Backer #1 Cut Case Backer #2 GROUP 2: Shelf Talkers Only Participating Stores 2, 7, 9, 32, 48, 49, 53, 71, 84, 139, 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. Re-ordering Ontario Superstars: Pricer Cards Shelf Talker Pre-printed Shelf Talkers Re-Order# P0916-OWS-03 Shelf Talker Marketing & Product Guide 129

132 Our Wine Country Ontario Superstars GROUP 3: VQA Gondola Fixture Participating Stores 4, 6, 17, 33, 41, 49, 55, 65, 74, 82, 93, 130, 144, 156, 164, 177, 207, 211, 221, 227, 228, 229, 233, 234, 250, 263, 276, 278, 279, 286, 341, 351, 384, 391, 404, 417, 420, 437, 443, 444, 449, 453, 474, 477, 481, 483, 486, 500, 509, 516, 526, 538, 539, 550, 551, 554, 556, 563, 564, 571, 580, 587, 593, 602, 609, 627, 633, 640, 644, 645, 646, 649, 652, 653, 654, 655, 657, 677, 694, 695, 699, 706, 741 Merchandising Instructions 1. Stores that have ONE VQA Gondola Fixture, install the double bottle Backer Card on a single End Aisle display. 2. Stores that have TWO VQA Gondola Fixtures, install each wine Backer Cards on 2 separate End Aisle displays. 3. Merchandise each participating product on the top shelf of the VQA gondola fixture along with the corresponding pre printed Shelf Talkers provided. Group 3 Signage Components and Re-ordering Ontario Superstars (x2): Our Wine Country Ontario Superstars/Double Bottle Backer Card (double-sided) Pre-printed Shelf Talkers Re-Order# P0916-OWS-04 Single Bottle Backer Card Single Bottle Backer Card Key Dates Install: November 8, 2015 Take Down: November 29, 2015 VQA Gondola Fixture Double Bottle Backer Card 130 Promotional Turn 9 - Let s Get Together

133 Popular Pick Overview This is a sold space program and participation is mandatory. Each turn, one International Canadian Blend product is featured, supported by a LTO or BAM offer. Stores must order the featured Popular Pick product (minimum of three cases). Participating Stores Key Dates Install: November 9, 2015 Take Down: November 30, 2015 Participating Product LCBO# Product Size Black Cellar Merlot 750 ml 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, 310, 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 Install the Cut Case Backer Card and merchandise display near the front of store, next to VQA Cube Fixture. Merchandise the Ontario Wine Superstars participating products in-section with the pre printed Shelf Talkers provided. Popular Pick Components and Re-ordering Popular Pick: Cut Case Backer Card Ontario Wine Superstars: pre-printed Shelf Talkers x 2 Re-Order# P0916-OWP-02 Shelf Talkers Cut Case Backer Card Marketing & Product Guide 131

134 Our Wine Country Cube Fixture This is a sold space program, participation is mandatory. Features four Ontario VQA products. Stores must order the products required (minimum of one case per SKU) Cube Fixture Our Wine Country Group 1: VQA Cube Fixture 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, 38, 39, 43, 44, 45, 46, 47, 50, 53, 57, 58, 59, 60, 61, 62, 63, 64, 68, 70, 72, 73, 77, 83, 86, 90, 95, 97, 102, 106, 110, 125, 132, 140, 143, 145, 148, 149, 153, 154, 155, 163, 167, 168, 171, 175, 179, 182, 183, 185, 188, 191, 194, 195, 196, 198, 199, 200, 201, 202, 209, 210, 212, 214, 216, 217, 218, 226, 237, 238, 242, 243, 244, 246, 248, 249, 253, 255, 260, 265, 266, 268, 269, 270, 287, 288, 295, 297, 298, 300, 310, 311, 312, 313, 320, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 355, 358, 359, 360, 361, 366, 367, 368, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 390, 393, 394, 397, 398, 400, 402, 406, 407, 408, 412, 416, 425, 427, 428, 431, 432, 434, 438, 445, 452, 454, 456, 457, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 505, 511, 518, 521, 523, 528, 533, 534, 536, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 589, 590, 601, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 698, 700, 702, 703, 771, 776 Key Dates PARTICIPATION is Mandatory Install: November 8, 2015 Take Down: November 29, Promotional Turn 9 - Let s Get Together

135 Our Wine Country Group 1: VQA Cube Fixture PARTICIPATION is Mandatory Participating Products LCBO# Product Size Trius Brut VQA 750 ml Girls' Night Out Sparkling VQA 750 ml Vintage Ink Mark of Passion Merlot-Cabernet VQA 750 ml Sandbanks Estate Cabernet Franc 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. Replace the 100% Ontario Side Signs with the VQA 100% Ontario Side Signs (provided in Period 7) within their respective fixtures. 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# NIVQA060) Our Wine Country pre-printed Shelf Talkers x 2 (Re-order# P0916-OWF-05) Only stores belonging to this group can order these signs. Shelf Talker (Re-order# P0916-OWF-05) This is permanent signage VQA 100% Ontario Cube Side Sign Our Wine Country Cube Sign Marketing & Product Guide 133

136 Our Wine Country Group 2: VQA Gondola Fixture Participating Stores 4, 6, 17, 33, 40, 41, 65, 74, 82, 93, 115, 130, 144, 156, 164, 187, 207, 211, 221, 227, 228, 229, 233, 234, 250, 252, 263, 278, 279, 286, 351, 392, 401, 404, 417, 420, 437, 443, 444, 453, 481, 483, 486, 490, 497, 500, 509, 522, 532, 538, 539, 550, 551, 554, 556, 563, 564, 571, 580, 587, 593, 602, 609, 624, 627, 633, 640, 644, 646, 649, 651, 653, 654, 655, 658, 677, 694, 695, 699, 706, 741 Participating Products LCBO# Product Size Trius Brut VQA 750 ml Girls' Night Out Sparkling VQA 750 ml Vintage Ink Mark of Passion Merlot-Cabernet VQA 750 ml Sandbanks Estate Cabernet Franc VQA 750 ml Merchandising Instructions Keep the Our Wine Country Backer Card installed on the Free Standing Insert Gondola Fixture. Merchandise the four 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 2 (Re-order# P0916-OWF-05) Our Wine Country Backer Card (Permanent Signage) Only stores belonging to this group can order these signs. Shelf Talker (Re-order# P0916-OWF-05) This is permanent signage Our Wine Country FSI VQA Gondola Fixture Our Wine Country FSI Backer Card 134 Promotional Turn 9 - Let s Get Together

137 VQA Staff Pick Backer Card This is permanent signage Key Dates Participating Stores 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 This is permanent signage Staff Picks Backer Card English 33, 41, 49, 51, 55, 65, 82, 130, 144, 177, 207, 211, 221, 227, 229, 233, 234, 250, 263, 276, 278, 341, 351, 384, 391, 404, 420, 437, 443, 453, 477, 500, 509, 526, 550, 551, 554, 556, 571, 580, 587, 602, 609, 627, 633, 640, 644, 645, 646, 649, 652, 653, 654, 655, 694, 695, 699, 706, 741 Components Staff Picks Backer Card Bilingual VQA Staff Picks Backer Card Re-order# English: DMS-STBK001 Bilingual: DMS-STBK002 Marketing & Product Guide 135

138 Participating Stores All Stores Participating Products This months theme is: Full-bodied Reds Key Dates VQA Staff Tasting Program Full-bodied Reds 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. Install Date: Upon tasting selections made Take Down Date: November 29, 2015 LCBO# Product Size Retail Sandbanks Baco Noir VQA 750 ml $ Henry Of Pelham Baco Noir VQA 750 ml $ Pelee Island Baco Noir VQA 750 ml $ Open Smooth Red VQA 750 ml $ Trius Merlot VQA 750 ml $ Colio Bricklayer's Predicament Cab Merlot VQA 750 ml $ Reif Estate Cabernet Merlot VQA 750 ml $ Dan Aykroyd Cabernet Sauvignon VQA 750 ml $ Burnt Ship Bay Cabernet Merlot VQA 750 ml $ Pelee Island Baco Noir Reserve VQA 750 ml $14.95 NOTE: Select only two (2) products from the list for tasting Merchandising Instructions: Install your TWO handwritten, My Ontario Pick shelf talker in front of the endorsed product, on shelf during Period 9 only. This is a monthly program, so 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) 136 Promotional Turn 9 - Let s Get Together

139 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 137

140 Ontario Customer Favourite Shelf Talker No Changes From Last Period 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 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 Pelee Island Blanc de Blanc VQA 750 ml Pelee Island Pinot Grigio 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 A fresh set of Shelf Talkers were sent to stores in Period 1. 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 Re-order# PSTC (10 clips/pkg) 138 Promotional Turn 9 - Let s Get Together

141 2015 Ontario Wine Awards No Changes From Last Period 2015 Ontario Wine Awards The following Ontario wines have recently been recognized by the 2015 Ontario Wine Awards. The Shelf Talkers are to support the 2015 Ontario Wine Award winners for both LCBO and Vintages products. Please highlight these wines in stores with shelf talkers. Key Dates Install: On receipt Take Down: January 30, 2016 LCBO# Product Size Lily Sparkling Wine VQA 750 ml Konzelmann Pinot Blanc VQA 750 ml Henry Of Pelham Rosé VQA 750 ml Konzelmann Chardonnay VQA 750 ml Château Des Charmes Gamay Noir VQA 750 ml Pelee Island Baco Noir Reserve VQA 750 ml Thirty Bench Riesling* 750 ml *Vintages product Merchandising Instructions Please install the 2015 Ontario Wine Awards Shelf Talkers in front of corresponding products using the appropriate plastic clip. Participating Stores ALL STORES Components 3 x 3 Perpendicular LCBO Product Shelf Talkers (English or Bilingual based on store) (set of 6) 3 x 3 Perpendicular Vintages Products Shelf Talkers (English or Bilingual based on store) (1 version) Perpendicular Shelf Talker Clips Re-order# PSTC (10 clips/pkg) Marketing & Product Guide 139

142 140 Promotional Turn 9 - Let s Get Together

143 Beer Programs Ontario Craft Beer End Aisle Craft Beer Program Ontario Craft Beer (Quarterly Program) No Changes From Last Period No Changes From Last Period

144 Ontario Craft Beer End Aisle Key Dates Install: November 8, 2015 Take Down: November 29, 2015 Participating Stores 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 25, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 528, 549, 556, 579, 619, 623, 624, 630, 702 Components Pre-Printed Shelf Talkers (English) Re-Order# DMS-P0316-OCB-087 Pre-Printed Shelf Talkers (French) Re-Order# DMS-P0316-OCB-088 End Aisle Backer Card Re-order# OCBEA01 OCB End Aisle Backer Card Re-order# OCBEA01 Participating Products OCB Shelf Talker Brewer LCBO# Brand Size Distributor Code Flying Monkeys The Chocolate Manifesto 473 ml 6309 Wellington Wellington Imperial Russian Stout 4 x 341 ml 4826 Camerons Brewmaster Selection V6 341 ml 413 NOTE: FLS designated stores must display Bilingual version of the product Shelf Talkers. 142 Promotional Turn 9 - Let s Get Together

145 Craft Beer Program No changes from last Period Key Dates Install: September 13, 2015 Take Down: November 29, 2015 Participating Stores 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 115, 132, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 243, 252, 253, 255, 288, 295, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 404, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 481, 483, 486, 494, 495, 499, 501, 505, 511, 522, 528, 532, 534, 542, 546, 549, 556, 568, 573, 575, 579, 586, 590, 602, 616, 614, 619, 623, 624, 630, 677, 771, 776 Components Pre-Printed Shelf Talkers (English) DMS-CRBEER-ST-ENG Pre-Printed Shelf Talkers (Bilingual) DMS CRBEER-ST-BIL Participating Products Item# Product Name Size Hofbrau Dunkel 500 ml Tree Brewing Old School Stout 650 ml Amager Sundby Stout, Danish Ale 500 ml Viking Chili Stout, Premium Danish Ale 500 ml Samuel Smith Organic Chocolate Stout 550 ml Scaldis Amber, Extra Strong Belgian Ale 330 ml Viven Porter 330 ml Stewart Cauld Reekie Stout 500 ml Epic Coffee & Fig Imperial Oatmeal Stout 750 ml Weihenstephan Vitus 500 ml NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers. Marketing & Product Guide 143

146 Ontario Craft Beer (Quarterly Program) No changes from last Period Key Dates Install: September 13, 2015 Take Down: November 29, 2015 Participating Stores Mandatory Participation 5, 6, 15, 18, 19, 35, 38, 40, 115, 143, 149, 187, 212, 217, 243, 295, 334, 355, 393, 417, 445, 452, 495, 528, 568, 624 Optional Participation 1, 2, 3, 4, 9, 11, 14, 20, 21, 25, 31, 36, 60, 95, 106, 130, 156, 163, 171, 185, 200, 209, 214, 288, 298, 300, 329, 346, 346, 360, 367, 371, 373, 378, 385, 407, 420, 432, 437, 438, 457, 485, 499, 522, 532, 544, 545, 549, 553, 572, 573, 575, 579, 629, 630, 700, 702, 771, 776 Components Pre-Printed Shelf Talkers (English) DMS OCB-ST-ENG Pre-Printed Shelf Talkers (Bilingual) DMS OCB-ST-BIL Participating Products Brewery Item# Description Size Distributor Code Black Oak Brewing Company Nut Brown Ale 473 ml 5262 Underdog s Brewhouse All or Nothing Hopfenweisse 473 ml 6653 The Publican House Brewery Square Nail Pale Ale 473 ml 2183 Church Key Brewing Company Holy Smoke Scotch Ale 650 ml 6133 NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers. 144 Promotional Turn 9 - Let s Get Together

147 Vintages Superstars Program 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, 392, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 485, 497, 499, 501, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 601, 602, 637 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, 115, 130, 132, 143, 148, 149, 156, 164, 171, 179, 185, 187, 195, 198, 200, 210, 212, 217, 221, 223, 226, 243, 249, 253, 255, 263, 279, 287, 288, 298, 300, 325, 326, 329, 333, 334, 344, 346, 249, 351, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394, 397, 398, 407, 412, 416, 417, 437, 438, 445, 457, 459, 465, 470, 481, 486, 491, 494, 495, 505, 511, 512, 522, 523, 532, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 641, 645, 677, 698, 699, 700, 702, 703, 706, 771, 776 Kit 3 (Our Wine Country Stores) 252, 401, 490

148 Vintages Superstars Program Overview The Vintages Superstars program promotes great local products, while pairing them with delicious recipes. Each Period there will be three Ontario Superstars: two LCBO wines and one Vintages Essential. This is a mandatory program and is being added to participating store s 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. Participating Product LCBO# Product Description Size Retail Hidden Bench Pinot Noir 750 ml $29.95 Key Dates Start: November 8, 2015 Take Down: November 29, 2015 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. 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 Promotional Turn 9 - Let s Get Together

149 BAM & LTO Signage Participating Stores 1, 2, 3, 4, 5, 6, 9, 10, 12, 14, 15, 16, 18, 19, 20, 21, 22, 25, 26, 29, 31, 35, 36, 37, 38, 40, 44, 55, 57, 58, 58, 60, 61, 62, 64, 68, 70, 72, 79, 80, 82, 83, 85, 93, 95, 97, 102, , 124, 130, 132, 140, 143, 144, 145, 148, 149, 153, 154, 156, 163, 164, 168, 171, 179, 182, 185, 187, 197, 198, 200, 202, 207, 209, 210, 212, 214, 216, 217, 218, 226, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 287, 288, , 300, 311, 321, 324, 325, 326, 329, 333, 334, 340, 346, 351, 353, 355, 359, 360, 361, 365, 367, 371, 373, 378, 383, 384, 385, 386, 387, 389, 390, 393, 398, 403, 404, 407, 411, 412, 415, 416, 417, 420, 425, 426, 427, 430, 431, 432, , 441, 443, 444, 445, 452, 457, 459, 461, 465, 481, 482, 485, 490, 494, 495, 499, 501, 505, 512, 515, 521, 521, 522, 523, 525, 526, 528, 532, 533, 536, 538, 540, 542, 544, 545, 546, 547, 549, 553, 555, 555, 556, 566, 568, 572, 573, , 586, 589, 590, 593, 601, 602, 612, 616, 617, 623, 624, 629, 629, 630, 631, 632, 693, 697, 700, 702, 705, 742, 771, 776, 619, 636, 486 BAM Shelf Talkers LTO Shelf Talkers

150 BAM & LTO Signage Overview The Vintages BAM & LTO signage will arrive in the mailbag the week before each promotional Period starts. This is a mandatory supplier program. All Shelf Talkers for the participating products should be installed at the start of the Period. If you do not receive your kit please call hellolcbo to request a kit. If a Shelf Talker is damaged or misplaced please print a new Shelf Talker using the in-store printing templates. Participating Products LCBO# Description Was Now Promotion *Bollini Pinot Grigio $16.95 $16.95 BAM (8) *Beronia Reserva $19.95 $19.95 BAM (6) Bonterra Chardonnay $19.95 $17.95 $2.00 LTO Malivoire Chardonnay $19.95 $17.95 $1.00 LTO Beringer Knights Valley Cabernet Sauvignon $37.95 $32.95 $5.00 LTO Cathedral Cellar Cabernet Sauvignon $15.95 $13.95 $2.00 LTO Columbia Crest H3 Cabernet Sauvignon $19.95 $17.95 $2.00 LTO Francis Coppola Diamond Collection Cabernet Sauvignon $24.95 $21.95 $3.00 LTO Hidden Bench Estate Pinot Noir 2012 $29.95 $27.95 $2.00 LTO Lakeview Cellars Cabernet Sauvignon 2012 $29.95 $26.95 $3.00 LTO Mitolo Jester Shiraz $22.95 $19.95 $3.00 LTO Monte Antico $15.95 $14.45 $1.50 LTO Monte Zovo Sa' Solin Ripasso Valpolicella $17.95 $15.95 $2.00 LTO Montes Alpha Cabernet Sauvignon $19.95 $16.95 $3.00 LTO Muga Reserva $23.95 $21.95 $2.00 LTO Ortas Tradition Rasteau 2013 $17.95 $16.95 $1.00 LTO Rocca delle Macìe Chianti Classico $18.95 $15.95 $3.00 LTO Rocca delle Macìe Rubizzo 2013 $14.95 $13.95 $1.00 LTO Rolf Binder Hales Shiraz 2012 $19.95 $17.95 $2.00 LTO Talamonti Tre Saggi Montepulciano d'abruzzo 2012 $ $1.00 LTO Tedeschi Amarone della Valpolicella Classico $42.90 $37.90 $5.00 LTO Bartenura Malvasia KPM $18.90 $17.90 $1.00 LTO *Foss Maraï Extra Dry Prosecco $19.95 $17.95 $2.00 LTO Taylor Fladgate 20-Year-Old Tawny Port $68.95 $61.95 $7.00 LTO *Products participating in the Wine Fridge program Key Dates BAM Install: November 8, 2015 Take Down: November 28, 2015 LTO Install: November 9, 2015 Take Down: November 29, Promotional Turn 9 - Let s Get Together

151 The Holiday issue of FOOD & DRINK is to be distributed in stores Wednesday, November 4, PLEASE DO NOT DISPLAY THE ISSUE PRIOR TO November 4, Features Alternative Mains: Not a turkey fan? You have delicious options. First Impressions: Welcoming drinks to start the party. The Big Finish: Dessert recipes for a grand finale. Christmas Party 101: Essential tips from food to music and décor Shipments: Due to weight of Holiday issue, and its popularity with customers, many larger stores in certain regions will receive their allocations in 2 shipment waves. District Managers will be provided with wave information for their stores.

152 FOOD & DRINK Overview This issue should be merchandised prominently in the magazine stands. The stands should be positioned in the selling area of the store. If your store does not have a stand, please display FOOD & DRINK at all checkouts, customer service and the Info centre. Once your supply has been depleted, please store the stand until the next issue arrives in store. Do not use the stand to display other materials. To request additional copies once your original supply has run out, please wayne.leek@lcbo.com. Your should include the following information: Store # and contact name # Of additional copies and why English or French edition We will distribute the magazines equitably among all stores who request additional copies 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Winter 2016 issue of FOOD & DRINK, which will be in stores on Wednesday, January 13, Component Where to install sign Re-order Code Images FOOD & DRINK Header Card English/Bilingual FOOD & DRINK Metal Fixture P0916-FDH-070 FOOD & DRINK A Frame Sign FOOD & DRINK A Frame Fixture English/English: P0916-FDA-071 English/French: P0916-FDA Promotional Turn 9 - Let s Get Together

153 FOOD & DRINK LCBO # STORY/ PRODUCT SIZE MATCHMAKER MATCHES - all matches from stories 1784 Grand Marnier 750 ml Newcastle Brown Ale 500 ml Williams & Humbert Dry Sack Sherry 750 ml Casa Dos Vinhos 5 Year Old Madeira 750 ml Mill Street Coffee Porter 6 x 341 ml Sperone Marsala Fine I.P. 750 ml Taylor Fladgate Late Bottled Vintage Port 750 ml Cremant Cidrerie St-Nicolas 750 ml Creekside Syrah VQA 750 ml Frescobaldi Chianti Nipozzano Riserva DOCG 750 ml Alvear Medium Dry Montilla-Moriles 750 ml (VE) Taylor Fladgate 10-Year-Old Tawny Port 750 ml Amsterdam Downtown Brown Ale 473 ml (VE) The Foreign Affair The Conspiracy 750 ml (VE) Louis Jadot Bourgogne Pinot Noir 750 ml Chivite Gran Feudo Rosé 750 ml Frangelico 750 ml Megalomaniac Homegrown Riesling VQA 750 ml Sandeman Late Bottled Vintage Port 750 ml (VE) Tawse Quarry Road Riesling 750 ml Erdinger Weissbier 500 ml (VE) Norman Hardie Unfiltered Niagara Pinot Noir 750 ml De Chanceny Crémant de Loire Rosé Brut 750 ml Segura Viudas Brut Reserva Cava Sparkling 750 ml The Kraken Black Spiced Rum 750 ml Angel s Gate Archangel Sparkling Chardonnay 750 ml Whitehaven Pinot Noir 750 ml Castello Del Poggio Moscato Frizzante 750 ml Martini & Rossi Asti 750 ml Pilsner Urquell 500 ml G.A. Schmitt Niersteiner Late Harvest 750 ml Jacob s Creek Moscato 750 ml Carione Brunello di Montalcino DOCG 750 ml Ron Zacapa 23 Centenario Rum 750 ml Fonseca White Port 750 ml Plymouth English Gin 750 ml Batasiolo Bosc Dla Rei Moscato D asti 750 ml Forty Creek Cream Liquor 750 ml (VE) Cave Spring Estate Riesling 750 ml Cave Spring Dry Rosé VQA 750 ml Ironstone Obsession Symphony 750 ml Calvados Boulard Pays D Auge 750 ml (VE) Bachelder Niagara Chardonnay 750 ml Fielding Fireside White VQA 750 ml Rosehall Run Defiant Pinot Noir VQA 750 ml Knob Creek Bourbon 750 ml Marketing & Product Guide 151

154 FOOD & DRINK LCBO # STORY/ PRODUCT SIZE Thornbury Premium Apple Cider 473 ml Lake Of Bays Rock Cut Lager 473 ml Southbrook Framboise QC 375 ml Girls Night Out Sparkling Rosé VQA 750 ml Joseph Drouhin Pouilly-Fuissé 750 ml HopCity 8th Sin Black Lager 473 ml Tsarine Grand Cru Blanc de Blancs Vintage Champagne 750 ml Dolin Vermouth De Chambery Rouge 750 ml Angry Orchard Hard Cider 6 x 355 ml Lustau Los Arcos Amontillado Dry Sherry 750 ml Alvear Solera 1927 Pedro Ximenez Montilla 375 ml Side Launch Wheat Beer 473 ml Baileys Vanilla Cinnamon 750 ml Henry of Pelham Select Late Harvest Vidal VQA 375 ml Creemore Springs Lot 9 Pilsner 473 ml Chapoutier Les Grands Merisiers Chateauneuf du Pape AOC 750 ml Black Oak Nut Brown Ale 473 ml Bordon Rioja Gran Reserva 750 ml Rossi D Asiago Limoncello 750 ml (VE) Lakeview Cellars Vidal Icewine 200 ml Grand Marnier Louis-Alexandre 750 ml Nicolas Feuillatte Brut Champagne 750 ml (VE) Mission Hill Reserve Chardonnay 750 ml (VE) Malivoire Ladybug Rosé 750 ml Warre s Otima 10 Year Old Tawny Port 500 ml Peter Lehmann Barossa Shiraz 750 ml (VE) Malivoire Gamay VQA 750 ml Patron XO Café Tequila Liqueur 750 ml Buffalo Trace Kentucky Straight Bourbon Whiskey 750 ml (VE) Antinori Pèppoli Chianti Classico 750 ml Blackthorn Cider 500 ml Graham s 20-Year-Old Tawny Port 500 ml Relax Riesling 750 ml (VE) Santa Margherita Brut Valdobbiadene Prosecco Superiore 750 ml Bottega Vino Dei Poeti Prosecco 750 ml (V) Armagnac de Montal ml A SPLASH OF ICEWINE (VE) Peller Estates Private Reserve Vidal Icewine 200 ml (V) Stratus Red Icewine 200 ml WHAT S NEW (V) WYNNS COONAWARRA ESTATE BLACK LABEL CABERNET SAUVIGNON 750 ml (V) MARCHESI DE FRESCOBALDI TENUTA DI CASTIGLIONI 750 ml MOUNT GAY 1703 OLD CASK SELECTION 750 ml BURNT SHIP BAY PINOT GRIGIO VQA 750 ml WISER S HOPPED CANADIAN WHISKY 750 ml BREWDOG PUNK IPA 500 ml CHÂTEAU CANTELOUP MÉDOC AOC 750 ml 152 Promotional Turn 9 - Let s Get Together

155 FOOD & DRINK LCBO # STORY/ PRODUCT SIZE ENIGMA CABERNET SAUVIGNON 750 ml CRAZY UNCLE WHISKEY, CIDER & CHAI TEA COCKTAIL 1000 ml TRENDSPOTTING: DRINK Bowmore 12 Year Old Islay Single Malt 750 ml SPANISH ACCENTS Osborne Santa Maria Cream Sherry 750 ml Marqués de Riscal Rueda 750 ml Freixenet Carta Nevada Brut Cava 750 ml Faustino VII Blanco Rioja 750 ml BEER & BITES Great Lakes Winter Ale 750 ml Peroni Nastro Azzurro 500 ml Innis and Gun Rum Finish 330 ml Ayinger Celebrator Doppelbock 330 ml Muskoka Mad Tom IPA 473 ml Goose Island Sofie 765 ml Highlander Blacksmith Smoked Porter 650 ml Samuel Adams Boston Lager 473 ml Schneider Weisse 500 ml Fuller s Extra Special Bitter 4 x 500 ml Affligem Blonde 330 ml Collective Arts Brewing Saint of Circumstance 6 x 355 ml Side Launch Wheat Beer 473 ml St Ambroise Oatmeal Stout 473 ml Sierra Nevada Pale Ale 6 x 355 ml BrewDog Punk IPA 500 ml Left Field Eephus Oatmeal Ale 473 ml Beau s Gigantic La Formidable 600 ml Marston s Oyster Stout 500 ml Unibroue Blanche de Chambly 6 x 341 ml BEST OF 2015 (VE) Laurent-Perrier Cuvée Rosé Brut Champagne 750 ml (V) Fielding White Conception 750 ml De Chanceny Crémant de Loire Rosé Brut 750 ml (VE) Cave Spring Estate Riesling 750 ml Santa Carolina Chardonnay Reserva 750 ml Nugan Estate Alfredo Second Pass Shiraz 750 ml Raimat Tempranillo 750 ml Erath Pinot Noir 750 ml Primus-Zitsa White 750 ml Lagaria Chardonnay Vigneti delle Dolomiti 750 ml (V) Cave Spring Indian Summer Riesling 375 ml (VE) Catena Cabernet Sauvignon 750 ml GOING WITH CHOCOLATE 1784 Grand Marnier 750 ml Marquis De Villard VSOP Brandy 750 ml Taylor Fladgate Late Bottle Vintage Port 750 ml Marketing & Product Guide 153

156 FOOD & DRINK LCBO # STORY/ PRODUCT SIZE Domaine Pinnacle Ice Cider 375 ml Henry of Pelham Cuvée Catharine Rosé Brut VQA 750 ml Knob Creek Small Batch Bourbon 750 ml Macallan Amber 750 ml Southbrook Framboise 375 ml Kenwood 2012 Sonoma County Zinfandel 750 ml Mill Street Vanilla Porter 440 ml Alvear Solera 1927 Pedro Ximenez Montilla 375 ml (VE) Inniskillin Vidal Icewine VQA 375 ml Mount Gay Black Barrel Rum 750 ml Rochefort ml ARRIVING IN STYLE 1784 Grand Marnier 750 ml Crémant Cidrerie St-Nicolas 750 ml Montecillo Crianza Rioja 750 ml Paul Delane Crémant de Bourgogne Reserve 750 ml Alpine Valley Sauvignon Blanc 750 ml Mionetto Prosecco Treviso 750 ml The Pavillion Chenin Blanc 750 ml Pimm s No. 1 Cup 750 ml Calvados Boulard Pays D Auge 750 ml Brumont Gros Manseng Sauvignon 750 ml (V) Featherstone Joy Premium Cuvée Sparkling 750 ml (V) Lillet Blanc 750 ml Alizé Gold Passion 750 ml Southbrook Framboise 375 ml Benedictine & Brandy Liqueur 750 ml Dolin Vermouth De Chambery Dry 750 ml Reynac Pineau des Charentes 750 ml Lustau Don Nuño Dry Oloroso 750 ml PARTY PIECES Luksusowa Vodka 750 ml Brickworks Batch: 1904 Cider 473 ml Forty Creek Barrel Select Whisky 750 ml El Dorado 5 Year Old Rum 750 ml EXTRAVAGENT GESTURES Veuve Clicquot Demi-Sec Champagne 750 ml Masi Costasera Amarone Classico 750 ml (V) Bachelder Saunders Vineyard Chardonnay 750 ml Alvear Solera 1927 Pedro Ximenez Montilla 375 ml Châteauneuf-du-Pape Chapoutier Les Grands Merisiers AOC 750 ml (V) Hidden Bench Terroir Caché Meritage 750 ml (VE) Sonoma-Cutrer Russian River Ranches Chardonnay 750 ml (VE) Stags Leap Cabernet Sauvignon 750 ml 154 Promotional Turn 9 - Let s Get Together

157 Nesting Table Merchandising Guidelines Participating Stores List This of section storesnow details the product and merchandising information for the Nesting Table program only. Please contact or toll if you have any questions.

158 Merchandising Display Tables Display Table Themes The Nesting Table Map is used for all of the Nesting Table Layouts. The products have been selected by Category Management and arranged by Visual Merchandising according to the like with like and colour/size/type principles to accomplish a balanced, easy-to-shop display. Please merchandise the tables according to the themes provided. These themes have been selected to highlight the gift giving opportunities in our customers lives. Nesting Table Baskets All nesting tables must have a basket on each corner of the table. Select one product to merchandise in each basket to complement the theme. Sign the product with metal sign holders and black sign inserts. Each medium-sized basket holds two cases of 750 ml product or one case of 1000 ml/1500 ml product. Product Placement Too many facings of the same product will make the display seem cluttered, dulling the impact of the products being promoted. By following the basic principle of like product with like product, you will accomplish a themed, fully stocked and customer friendly fixture. Remember to consider the colour, size, and type when building your display. Placing complementary colours next to each other also enhances the look of the display. Items on the Display Tables should not compete with each other. Signage Re-order Numbers for Period 9 Component Nesting Table sign for Gifting and Occasions Nesting Table #2 Product Orders Re-Order# DMS-P0916-DTS-067 DMS-NT-OWC Example of colour, size, type Example of like with like Example of basket with sign Nesting Table Sign For each Nesting Table, please order two or three cases of each of the participating products. The Store Manager may modify product selections, based on customer buying patterns and demographics however, alternative products should match the theme. 156 Promotional Turn 9 - Let s Get Together

159 Nesting Table Theme: N1 Holiday Gifts Participating Stores 1, 4, 10, 22, 23, 35, 38, 41, 51, 55, 74, 82, 115, 130, 149, 156, 164, 187, 200, 211, 212, 217, 226, 227, 248, 249, 250, 263, 329, 334, 340, 346, 351, 355, 359, 360, 371, 378, 390, 391, 393, 394, 401, 404, 412, 417, 438, 445, 453, 459, 486, 490, 495, 497, 500, 523, 542, 545, 554, 555, 556, 568, 571, 573, 579, 580, 587, 590, 601, 602, 617, 619, 623, 624, 627, 631, 632, 633, 640, 643, 649, 652, 653, 655, 658, 699, 741, 771 Participating Products Location LCBO# Description Size A Crystal Head Vodka Martini Gift Pack GIFT PACK B Cesari Amarone Valpolicella & Mara Ripasso Olive Oil Gift Set GIFT PACK C Disaronno Roberto Cavalli Limited Edition with Glasses GIFT PACK D Hennessy VS Pinifarina Gift Pack GIFT PACK E Rémy Martin VSOP Gift Pack GIFT PACK F Hennessy XO EC8 Tom Dixon 750ML G Piper Heidsieck Rare w Flue Gift Pack GIFT PACK H Moet & Chandon Golden Sleeved Magnum 1500ML I Armand de Brignac Brut Rose 750ML J Glenmorangie Whisky Boutique GIFT PACK K The Glenlivet 12-Year Old GIFT PACK L Grey Goose VX 750ML M Veuve Clicquot Ponsardine Brut Mailbox 750ML N Winterbeard Double Chocolate Cranberry Stout 750ML O The Kraken Ceramic 750ML L O Basket 1 Case J K Basket 1 Case I 3 Facings I 3 Facings SIGNAGE A 3 Facings H 3 Facings H 3 Facings B 3 Facings G 3 Facings G 3 Facings FRONT OF STORE Marketing & Product Guide 157 F 3 Facings F 3 Facings SOFT DRESSING C 3 Facings Basket 1 Case N E D A 3 Facings B 3 Facings C 3 Facings Basket 1 Case M

160 Participating Stores 10, 38, 248, 334, 346, 355, 417, 554, 590, 631 Participating Products Location LCBO# Description Size A B C D E F G H I J K L M N O P Q R Alternate Products N2 N2 Manager s Discretion of Red And White Ontario Wines. NOTE: The Nesting Table Map is used for all of the Nesting Table Layouts. Signage Re-Order# DMS-NT-OWC Nesting Table Theme: N2 Our Wine Country 100% Ontario 158 Promotional Turn 9 - Let s Get Together

161 Participating Stores Column Heading Store # Banner Inserts LGT (Pod) Program Sold End Aisles End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Cards Power Aisle Banners Perimeter Banners FLS Key H= Deal of the Month (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

162 Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM 1 H 20S 45 Y F F 3 8P F 4 10P F 5 H 5 P F 6 8S F FF 8 T 10S F 9 T F 10 H 20P 40 Y FF 11 H 8S F 12 T 8P F F 14 8S F 15 H 15P 25 Y F 16 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 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 10S H 10S 25 Y S FF 50 H 10S FF Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner 51 H 10S FF F 55 H 10S 20 Y FF Show Card 56 T H 15S 25 Y S FF H 15S H 10S F 64 H 10S H 10S 25 Y T FF FF Power Aisle Banner Perimeter Banner 68 H 15S 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 T FF FF Language (FLS) 160 Promotional Turn 9 - Let s Get Together

163 Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM 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 T H 10P FF P F S S H 15P 45 Y H 20P 30 Y F Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM FF Exterior Banner Show Card Power Aisle Banner 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 5S F 166 T H 10S F 168 H 10P T T H 20S 25 Y F FF 174 T S T H 15P FF H 15P F F 184 T FF 185 H 15P 25 Y F 186 T 8S F 187 H 20S 40 Y H 10S FF 190 H 10S F 191 H 15S 30 Y S F FF 194 T H 20S 40 Y F 196 H 8S T H 15S 25 Y F H 20S F Perimeter Banner Language (FLS) Marketing & Product Guide 161

164 Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM 201 H 15S FF 205 T H 8S F 208 T H 15S S H 10S 20 Y FF 212 H 15P F 213 T S FF 216 H 8S H 20P 30 Y FF 218 H 10S F 219 T T FF 221 H 10S 20 Y T T T T FF 226 H 20S 30 Y H 10S 20 Y H 15S 25 Y F S T T H 15S 30 Y F S F T FF S T FF 242 H 15S F 243 H 20P FF 244 H 15S FF 246 T T H 15P H 10S 20 Y F 250 H 15S 25 Y Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card 252 H 20S 30 Y H 20P 30 Y FF Power Aisle Banner 254 T H 10S F F T T F 263 H 20S 40 Y T H 15S T T H 20S 25 Y F FF 273 T T T H 8S FF 279 H 15S 25 Y F F 281 T T T H 15S FF 288 H 20P 30 Y T T FF T T P F 296 T T H 20P 30 Y T H 15S 30 Y Perimeter Banner Language (FLS) 162 Promotional Turn 9 - Let s Get Together

165 Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM T F 304 T T FF F F 311 H 10P S F T T T F 321 H 8S F FF 323 T H 8P 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 S H 15S 30 Y H 20P 45 Y FF Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card 351 H 15S 30 Y Power Aisle Banner 352 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 Perimeter Banner 374 T FF H 20S 45 Y T T H 15S 30 Y H 15S H 15S 25 Y S FF 385 H 20S FF 386 H 15S 30 Y H 15S FF 388 H 10P F 389 H 15S F 390 H 15P 25 Y H 15S 25 Y H 10S 25 Y H 20P FF 394 H 20P 40 Y FF FF 397 H 15S 30 Y H 15S 40 Y F S FF 401 H 20S 30 Y H 10S Language (FLS) Marketing & Product Guide 163

166 Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM H 10S FF FF 407 H 20P 30 Y F 408 H 10S F 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 10S F 426 H 8S F 427 H 15S 30 Y H 20S 40 Y F H 15S FF 432 H 20S H 15S FF F 437 H 10S 25 Y H 20S 30 Y F T FF H 15P 30 Y FF 444 H 15S F 445 H 15S T T T H 15P FF Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card P Power Aisle Banner 455 T S H 10P 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 15P 20 Y F P F FF H 10S 20 Y F 491 H 15S 30 Y T F H 15P F 495 H 15S T H 15S 30 Y H 20P F 500 H 15S 25 Y F 501 H 15S Perimeter Banner Language (FLS) 164 Promotional Turn 9 - Let s Get Together

167 Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM 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 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 Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM 553 H 15P F Exterior Banner Show Card 554 H 20S 30 Y H 8S F 556 H 15P F Power Aisle Banner 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 FF 575 H 15S 25 Y F 576 T FF FF 578 T FF 579 H 10S H 15S 30 Y T T H 15S 15 Y F S H 10S 25 Y FF FF 590 H 20P H 10S F 594 T T T F 598 FF 599 T H 15S F 602 H 20S FF Perimeter Banner Language (FLS) Marketing & Product Guide 165

168 Participating Stores Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM 605 H 15S 30 Y H 15S 25 Y T F H 10S H 15S H 10S H 20S 40 Y F H 20P 25 Y H 20P 45 Y FF FF 627 H 15S 30 Y F 629 H 15S H 20P 45 Y H 20S F 632 H 20S 50 Y H 10S 20 Y F 634 H 15S 30 Y S F F S FF F 640 H 10S 25 Y FF 641 H 20S 40 Y F 643 H 10S 20 Y F 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 10S 20 Y F F 658 H 15S 20 Y Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C LGT (Pod)Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM F 694 H 10S 25 Y FF Exterior Banner Show Card S F 698 H 15S 30 Y F 699 H 10S 20 Y F 700 H 20S 30 Y F 702 H 15P H 20S 40 Y F 706 H 8S 15 Y H 15S 25 Y F 771 H 15P H 20S 40 Y Power Aisle Banner Perimeter Banner Language (FLS) 166 Promotional Turn 9 - Let s Get Together

169 Sold Space Programs 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 Month Display, the Pod Program and the sold End Aisles are included in the Display Programs Participating Products Table.

170 Display Programs Participating Products Experiential Stores 1, 3, 4, 5, 7, 10, 12, 15, 17, 18, 19, 21, 25, 26, 31, 35, 36, 38, 40, 41, 60, 102, 106, 115, 130, 132, 140, 143, 148, 149, 154, 156, 163, 164, 168, 179, 182, 185, 187, 191, 195, 202, 207, 212, 214, 217, 223, 226, 234, 243, 253, 265, 278, 288, 295, 298, 311, 325, 326, 334, 341, 344, 346, 353, 355, 360, 367, 371, 381, 383, 385, 386, 390, 391, 392, 393, 394, 397, 398, 407, 412, 415, 417, 431, 432, 437, 438, 443, 445, 452, 453, 456, 457, 481, 485, 486, 491, 494, 495, 497, 499, 500, 505, 511, 516, 521, 522, 523, 526, 528, 532, 534, 536, 540, 542, 545, 546, 551, 553, 554, 556, 566, 568, 569, 573, 580, 587, 590, 593, 609, 616, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 637, 638, 639, 641, 643, 644, 645, 653, 657, 658, 677, 694, 695, 697, 698, 699, 702, 703, 776 Location LCBO# Description Size (ml) Support Programs Deal of the Ketel One Vodka 750 LTO Month Gabbiano Chianti Classico Docg 750 LTO The Dreaming Tree Crush Red Blend 750 LTO Masi Campofiorin Igt 750 LTO Strewn Chardonnay Barrel-Aged VQA 750 LTO Beringer Founders Estate Chardonnay 750 LTO Wayne Gretzky Chardonnay VQA 750 LTO, FSI Jacob's Creek Double Barrel Shiraz 750 LTO Moet & Chandon Imperial Champagne 750 Value Add Ciroc Red Berry 750 Value Add Ciroc Original Unflavoured 750 Value Add Ciroc Mill Street Cobblestone Stout 440 LTO Beau's The Tom Green Beer French Press Vanilla Stout Cupcake Red Velvet 750 LTO Forward Malbec Cabernet 750 LTO Masi Masianco Pinot Grigio & Verduzzo 750 LTO, Wine Fridge 1206 Bacardi Gold Rum 750 LTO Bacardi Gold Rum 1140 Value Add Bacardi Oakheart Spiced Rum Latour Pinot Noir 750 LTO Megalomaniac Homegrown Red VQA 750 LTO, FSI Dona Paula Estate Malbec 750 LTO Criollo Bourbon Dark Chocolate Liquor 375 LTO Kahlua Coffee Liqueur 750 Value Add Kahlua Coffee Liqueur 1140 LTO 2691 Tanqueray Dry Gin 750 LTO Tanqueray Dry Gin 1750 Value Add Tanqueray London Dry Gin Promotional Turn 9 - Let s Get Together

171 Display Programs Participating Products Continued Location LCBO# Description Size (ml) Support Programs Jacob's Creek Shiraz/Cabernet 1500 LTO Pasqua Pinot Grigio Delle Venezie 1500 LTO French Cross Merlot Bag In Box 4000 LTO Trapiche Broquel Malbec 750 LTO Leonardo Chianti Fiasco 750 LTO Pelee Island Gewurztraminer 1500 LTO Forty Creek Cream Liquor 750 BAM Forty Creek Cream Liquor 1140 Value Add Forty Creek Spike Honey Spiced 750 Value Add RumChata 750 LTO Laura Secord Chocolate Cream Liqueur 750 LTO Amarula Cream 1140 LTO Yellow Tail Shiraz 1500 LTO Pelee Pebbles Red 1500 LTO Luccarelli Primitivo Puglia Igt 1500 LTO Sandbanks Mouton Noir VQA 750 LTO B & G Partager Domiane La Gardie Merlot 750 LTO Two Oceans Moscato 750 LTO Iceberg Vodka Iceberg Vodka 750 LTO Iceberg Vodka 1750 Value Add Grand Sud Merlot 1000 Value Add Coyote's Run Five Mile Red VQA 750 LTO Revolution Red 750 LTO 1784 Grand Marnier 750 Value Add Grand Marnier Louis-Alexandre Grand Marnier 1140 LTO Fireball Whisky Shooter 1140 BAM Fireball Whisky Shooter 375 BAM Fireball Whisky Shooter 750 BAM 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 169

172 Location LCBO# Description Size (ml) Support Programs Deal of the Month Display Programs Participating Products Continued Transactional Stores: 6, 8, 11, 13, 14, 20, 22, 23, 24, 27, 28, 30, 32, 33, 34, 43, 44, 45, 47, 49, 50, 51, 54, 55, 56, 57, 58, 59, 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, 103, 109, 110, 125, 136, 144, 145, 152, 153, 155, 165, 167, 171, 175, 177, 183, 186, 188, 190, 192, 196, 197, 198, 199, 200, 201, 209, 210, 211, 216, 218, 221, 222, 225, 227, 228, 229, 232, 233, 236, 237, 242, 244, 246, 247, 248, 249, 250, 252, 255, 260, 263, 266, 268, 269, 270, 276, 279, 286, 287, 300, 302, 304, 310, 312, 321, 324, 327, 329, 340, 343, 345, 351, 359, 361, 362, 363, 366, 368, 373, 378, 382, 384, 387, 388, 389, 400, 401, 402, 404, 406, 408, 416, 420, 425, 426, 427, 428, 434, 436, 444, 449, 454, 458, 459, 465, 467, 469, 470, 474, 477, 484, 490, 501, 507, 509, 517, 518, 529, 533, 539, 544, 549, 552, 555, 559, 563, 564, 571, 572, 575, 578, 579, 584, 586, 601, 602, 605, 617, 618, 633, 640, 642, 646, 649, 652, 654, 700, 706, 741, Ketel One Vodka 750 LTO 109 Mike Weir Cabernet Merlot VQA 750 BAM, FSI Sterling Vintner's Merlot 750 LTO 828 Folonari Valpolicella Doc 750 LTO Penfolds Koonunga Hill Shiraz/Cabernet 750 LTO Jackson-Triggs Sauvignon Blanc 750 LTO, FSI Blu Giovello Prosecco 750 BAM Jackson-Triggs Merlot 750 LTO, FSI Nobilo Regional Collection Sauvignon Blanc 750 LTO, Wine Fridge Ciroc Red Berry 750 Value Add Ciroc Original Unflavoured 750 Value Add Ciroc Guinness Draught Beer 500 LTO Guinness Draught 4 x Guinness Draught 8 x 440 LTO Robert Mondavi Woodbridge Chardonnay 750 LTO, Wine Fridge Black Tower Rivaner 1500 BAM, Wine Fridge Jackson-Triggs Pinot Grigio 750 LTO 1206 Bacardi Gold Rum 750 LTO Bacardi Gold Rum 1140 Value Add Bacardi Oakheart Spiced Rum Ruffino Orvieto Classico Doc 750 BAM, Wine Fridge Yellow Tail Red Moscato Bubbles 750 LTO Pelee Island Late Harvest Vidal VQA 750 LTO Criollo Bourbon Dark Chocolate Liquor 375 LTO Kahlua Coffee Liqueur 750 Value Add Kahlua Coffee Liqueur 1140 LTO Smirnoff Vodka (P.E.T.) 750 Value Add Smirnoff Vodka 1750 Value Add Smirnoff Vodka 1140 BAM 170 Promotional Turn 9 - Let s Get Together

173 Display Programs Participating Products Continued Location LCBO# Description Size (ml) Support Programs Jacob's Creek Shiraz/Cabernet 1500 LTO Pasqua Pinot Grigio Delle Venezie 1500 LTO French Cross Merlot Bag In Box 4000 LTO Trapiche Broquel Malbec 750 LTO Leonardo Chianti Fiasco 750 LTO Pelee Island Gewurztraminer 1500 LTO Forty Creek Cream Liquor 750 BAM Forty Creek Cream Liquor 1140 Value Add Forty Creek Spike Honey Spiced 750 Value Add RumChata 750 LTO Laura Secord Chocolate Cream Liqueur 750 LTO Amarula Cream 1140 LTO Yellow Tail Shiraz 1500 LTO Pelee Pebbles Red 1500 LTO Luccarelli Primitivo Puglia Igt 1500 LTO Sandbanks Mouton Noir VQA 750 LTO B & G Partager Domiane La Gardie Merlot 750 LTO Two Oceans Moscato 750 LTO Iceberg Vodka Iceberg Vodka 750 LTO Iceberg Vodka 1750 Value Add Grand Sud Merlot 1000 Value Add Coyote's Run Five Mile Red VQA 750 LTO Revolution Red 750 LTO 1784 Grand Marnier 750 Value Add Grand Marnier Louis-Alexandre Grand Marnier 1140 LTO Fireball Whisky Shooter 1140 BAM Fireball Whisky Shooter 375 BAM Fireball Whisky Shooter 750 BAM 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 171

174 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description Size (ml) Support # of Extenders Programs R1 Vodka A Ungava Premium Gin 750 Value Add Y Y R2 Vodka B Wyborowa Vodka 1140 LTO Y Y Y Y Y R3 Vodka C Smirnoff Vodka (P.E.T) 1140 BAM Y Y Y Y Y Y R4 Vodka D Prince Igor Extreme Vodka 750 LTO Y Y Y Y Y Y Y Y Y R5 Vodka E Hendrick's Gin 750 Value Add Y Y Y Y Y Y Y Y Y R6 Rum A Havana Club Anejo Reserva 1140 LTO Y R7 Rum B Bacardi Oakheart Spiced Rum 1140 LTO Y Y Y Y Y R8 Rum C Havana Club Anejo 3 Anos 750 LTO Y Y Y Y Y Y R9 Rum D Captain Morgan Spiced Rum 1140 LTO Y Y Y Y Y Y Y R10 Rum E Bacardi Superior 1750 LTO Y Y Y Y Y Y Y Y Y R11 Canadian Whisky A Proof Whisky 500 LTO Y Y R12 Canadian Whisky B Glenrothes Select Reserve Single Malt 750 LTO Y Y Y Y Y R13 Canadian Whisky C Forty Creek Copper Pot Reserve 750 BAM Y Y Y Y Y Y Y R14 Canadian Whisky D Forty Creek Barrel Select Whisky 1140 BAM Y Y Y Y Y Y Y Y R15 Canadian Whisky E Grant's Sherry Cask Reserve 750 LTO Y Y Y Y Y Y Y Y Y R16 Scotch A Te Bheag Unchilfiltr Whisky 700 BAM Y Y Y Y Y Y R17 Scotch B Tullamore Dew Irish Whiskey 750 LTO Y Y Y Y Y Y Y Y Y R18 Gin A Bombay Sapphire London Dry 1140 LTO Y Y Y Y Y Y Y R19 Liqueurs A Black Bottle Blended Scotch Whisky 750 BAM Y Y Y Y R20 Liqueurs B 2253 Disaronno Amaretto 750 LTO Y Y Y Y Y Y R21 Liqueurs C Baileys Irish Cream Liquor 1140 LTO Y Y Y Y Y Y Y Y R22 Liqueurs D 5959 Baileys Irish Cream 750 LTO Y Y Y Y Y Y Y Y Y R23 Brandy A Baron Otard VSOP Cognac 750 LTO Y R24 Brandy B Metaxa Seven Star 750 LTO Y Y Y Y Y Y Y R25 Tequila A Sauza Silver 1140 LTO Y Y Y Y R26 Ontario Blend A Pelee Island Pinot Grigio 750 LTO Y Y Y Y Y Y R27 Ontario Blend B Pelee Island Baco Noir VQA 750 LTO Y Y Y Y Y Y Y R28 Ontario Blend C Pelee Island Monarch Vidal VQA 750 LTO Y Y Y Y Y Y Y Y Y R29 Ontario Non-VQA A Sandbanks Summer White VQA 750 LTO Y Y Y Y Y R30 Ontario Non-VQA B 26 Mike Weir Chardonnay VQA 750 LTO Y Y Y Y Y Y R31 Ontario Non-VQA C Konzelmann Pinot Noir VQA 750 LTO Y Y Y Y Y Y Y Y Y R32 Ontario Non-VQA D Pillitteri Gewurztraminer/Riesling VQA 750 LTO Y Y Y Y Y Y Y Y Y R33 Ontario VQA A Strewn Two Vines Cabernet/Merlot VQA 750 LTO Y Y Y R34 Ontario VQA B Strewn Rogue s Lot Cab Sauv/Cabernet/ France VQA 750 LTO Y Y Y Y 172 Promotional Turn 9 - Let s Get Together

175 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 Programs # of Extenders R35 Australia/ New Zealand A Peter Lehmann Barossa Shiraz 750 LTO Y Y Y R36 Australia/ New Zealand B R37 Australia/ New Zealand C R38 Australia/ New Zealand D V. Cab Sau Coppola Diamond (Francis Ford Coppola) Matua Hawkes Bay Sauvignon Blanc LTO Y Y Y Y LTO, Wine Fridge Y Y Y Y Y Y Y Two Oceans Cabernet Sauvignon/Merlot 1500 LTO Y Y Y Y Y Y Y Y Y R39 USA A Smoking Loon Old Vine Zinfandel 750 LTO Y Y Y Y Y Y Y Y R40 USA B Bear Flag Smooth Red Blend 750 LTO Y Y Y Y Y Y Y Y Y R41 Chile A Carmen Reserva Carmenere 750 LTO Y Y Y Y R42 Chile B Casillero Del Diablo Rsv Cab/Sav 750 LTO Y Y Y Y Y Y Y Y Y R43 France Blend A Fat Bastard Cabernet Sauvignon Pays D'Oc 750 LTO Y R44 France Blend B Calvet Reserve Des Remparts Saint Emilion Aoc 750 LTO Y Y Y Y Y Y Y Y Y R45 France South A Les Dauphins Cotes Du Rhone Reserve Red 750 LTO Y Y R46 France South B France Bordeaux/ R47 Burgundy A J.P. Chenet Prem De Cuvee Mer Cab Pays D' Oc Bouchard Pere & Fils Macon-Lugny St- Pierre 750 LTO Y Y Y Y Y Y Y 750 LTO Y Y Y R48 Italy Central A Cesari Amarone Classico Doc 750 LTO Y Y R49 Italy Central B La Vieille Ferme Cotes Du Luberon Aoc 750 LTO Y Y Y Y Y Y Y Y Y R50 Italy North A Bend In The River Qualitatswein 750 LTO Y Y Y Y Y R51 Italy North B Fontella Chianti Docg 750 LTO Y Y Y Y Y Y Y Y R52 Southern Europe A Alianca Vinho Verde 750 BAM Y R53 Southern Europe B V. Amarone (Az Agr Fratelli Tedeschi) 750 LTO Y Y Y R54 Germany A Mezzacorona Pinot Grigio Trentino 1500 LTO Y Y Y Y Y Y Y R55 Sparkling A Cono Sur Sparkling Rose 750 LTO Y Y Y R56 Sparkling B Martini & Rossi Asti 1500 Value Add Y Y Y Y Y Y R57 Ontario Beer A Lone Pine IPA 473 BAM Y Y R58 Ontario Beer B Strongbow Gold Apple Cider 440 LTO Y Y Y Y Y Y Y Y Y R59 Beer Cause & Effect 473 Y R60 Beer Tuborg Gold Beer 500 LTO Y Y Y Y Y Y R61 Beer Tennent's Export Lager 500 LTO Y Y Y Y Y Y R62 Beer Miller Lite Single Can 473 Y Y Y Y Y Y Y R63 Party Zone Smirnoff Ice 4 x 330 LTO Y Y Y Y Y Y Y R64 Party Zone Vodka Mudshake Chocolate 4 x 270 LTO Y Y Y Y Y Y R65 Party Zone Smirnoff Vodka 375 Value Add Y Y Y Y Y Y Y Y Marketing & Product Guide 173

176 Community Shelf Extenders Community Shelf Extenders Location LCBO# Description C1: Community Extender 1 C2: Community Extender 2 C3: Community Extender 3 C4: Community Extender 4 C5: Community Extender 5 C6: Community Extender 6 C7: Community Extender 7 C8: Community Extender 8 C9: Community Extender 9 C10: Community Extender 10 Size (ml) Support Program Agent Eristoff Vodka 750 LTO Bacardi Canada Inc Canadian Club Classic 1140 LTO Beam Global Canada Panama Jack's Butter Caramel Cream 750 LTO, FSI Andrew Peller Limited Yvon Mau Merlot Vdp 750 LTO Dionysus Wines & Spirits Ltd Lindemans Bin 65 Chardonnay Captain Morgan Private Stock Rum LTO, Wine Fridge Treasury Wine Estates 750 LTO Diageo Canada Inc Canadian Club Reserve 1140 LTO Beam Global Canada Bols Pomegranate 750 LTO Beam Global Canada Pillitteri Canadian Gothic Cabernet Merlot VQA Nugan Estate Alfredo Second Pass Shiraz 750 LTO Pillitteri Estates 750 LTO PMA Canada Ltd. 174 Promotional Turn 9 - Let s Get Together

177 Discovery & Green Extenders Discovery Shelf Extenders Location LCBO# Description Size (ml) Support Program D1: Discovery Wines Bodacious Smooth Red 1500 LTO D2: Discovery Wines Freixenet Carta Nevada Brut Cava 750 LTO Agent Constellation Brands Inc. Dionysus Wines & Spirits Ltd. D3: Discovery Wines Running With Bulls Tempranillo 750 LTO B And W Wines D4: Discovery BSM Muskoka Cream Ale 473 BAM D5: Discovery BSM Mill St 100th Meridian Single Can D6: Discovery BSM Captain Morgan Spiced Rum BAM Value Add D7: Discovery Spirits Sortilege Maple Cream 750 LTO D8: Discovery Spirits Newfoundland Screech Rum 750 BAM D9: Discovery Spirits El Dorado 5 Year Old Rum 1140 LTO Green Shelf Extender Location LCBO# Description G1: Green Extender South Cabernet Sauvignon Merlot Organic Size (ml) Support Program 750 LTO Lakes Of Muskoka Cottage Brewery Trillium Beverage Inc. Diageo Canada Inc. Mondia Alliance Canada Inc. Woodman Wines & Spirits Woodman Wines & Spirits Agent Philippe Dandurand Wines Ltd. Marketing & Product Guide 175

178 IMAGE Shelf Talkers LCBO# Description Size (ml) Support Program Agent 6445 Creemore Springs Premium Lager 473 Creemore Springs Brewery Ltd Pabst Blue Ribbon 473 Sleeman Brewing & Malting Co Mill Street Original Organic Lager 6 x 341 Trillium Beverage Inc Girls' Night Out Merlot VQA 750 Colio Estate Wines Colio Extra Dry White 1500 Colio Estate Wines Russian Gun Imperial Stout 500 Grand River Brewing Girls' Night Out Darkberry Duet 1500 Colio Estate Wines Luccarelli Primitivo Puglia Igt 750 Noble Estates Wines & Spirits Inc Magners Pear Cider 500 The Premium Beer Company Inc Colio Extra Dry White Bag In Box 4000 Colio Estate Wines Mayor De Castilla Verdejo, Rueda 750 Christopher Stewart Wine & Spirits Granville Island Lions Winter Ale 473 Creemore Springs Brewery Ltd Espolon Tequila Blanco 750 Forty Creek Distillery Ltd Espolon Tequila Reposado 750 Forty Creek Distillery Ltd Stiegl Grapefruit Radler 500 McClelland Premium Imports Latour Bourgogne Gamay 750 Mark Anthony Brands Mill Street Vanilla Porter 440 Trillium Beverage Inc th Sin Black Lager 473 The Premium Beer Company Inc Colio Bricklayer's Predicament Chard P. Grigio VQA 750 Colio Estate Wines Angry Orchard Hard Cider 6 x 355 Beam Global Canada Saint Of Circumstance 6 x 355 Beam Global Canada Sam Adams Rebel IPA 6 x 355 The Premium Beer Company Inc Golden Beach Pale Ale 473 Sawdust City Brewing Stiegl Bier 500 McClelland Premium Imports Blanche De Chambly 6 x 341 Sleeman Brewing & Malting Co. 176 Promotional Turn 9 - Let s Get Together

179 Limited Time Offers LCBO# Description Size (ml) LTO Display Program 26 Mike Weir Chardonnay VQA 750 $1.00 Shelf Extender 828 Folonari Valpolicella Doc 750 $1.00 End Aisle 1206 Bacardi Gold Rum 750 $1.00 End Aisle 2253 Disaronno Amaretto 750 $2.00 Shelf Extender 2691 Tanqueray Dry Gin 750 $1.00 End Aisle 5280 Vodka Mudshake Chocolate 4 x 270 $1.00 Shelf Extender 5959 Baileys Irish Cream 750 $2.00 Shelf Extender 9522 Wiser's Deluxe 375 $ Courvoisier VSOP 750 $ Grant's Sherry Cask Reserve 750 $1.50 Shelf Extender Abbot Ale 500 $ French Cross Pinot Grigio 1000 $ Jacob's Creek Shiraz/Cabernet 1500 $2.00 End Aisle Fontanafredda Barolo Docg 750 $ Yellow Tail Shiraz 1500 $2.00 End Aisle Finlandia Vodka 750 $ Sauza Gold Tequila 750 $ Fat Bastard Cabernet Sauvignon Pays D'Oc 750 $1.50 Shelf Extender Calvet Reserve Des Remparts Saint Emilion Aoc 750 $2.00 Shelf Extender Baron Otard VSOP Cognac 750 $8.00 Shelf Extender Bacardi Superior 1750 $1.00 Shelf Extender Bouchard Pere & Fils Macon-Lugny St-Pierre 750 $2.00 Shelf Extender Glenrothes Select Reserve Single Malt 750 $4.00 Shelf Extender Wayne Gretzky Chardonnay VQA 750 $1.00 End Aisle, FSI Captain Morgan Private Stock Rum 750 $3.00 Comm. Extender Strewn Rogue s Lot Cab. Sauv/Cabernet Franc VQA 750 $1.00 Shelf Extender Latour Pinot Noir 750 $2.00 End Aisle Tullamore Dew Irish Whiskey 750 $1.50 Shelf Extender Tuborg Gold Beer 500 $0.25 Shelf Extender B & G Cuvee Speciale Blanc 1500 $ Robert Mondavi Woodbridge Chardonnay 750 $2.00 End Aisle, Wine Fridge Panama Jack's Butter Caramel Cream 750 $2.00 Comm. Extender, FSI Metaxa Seven Star 750 $2.00 Shelf Extender Lakefront New Grist Gluten-Free (Sorgum & Rice) 6 x 355 $ Pasqua Pinot Grigio Delle Venezie 1500 $4.00 End Aisle Pasqua Passimento Rosso Igt 750 $ Lindemans Bin 65 Chardonnay 750 $1.00 Comm. Extender, Wine Fridge Montecillo Crianza Rioja 750 $3.00 Necktag Masi Campofiorin Igt 750 $3.00 End Aisle Sandbanks Mouton Noir VQA 750 $1.00 End Aisle Carmen Reserva Carmenere 750 $2.00 Shelf Extender Proof Whisky 500 $1.00 Shelf Extender Konzelmann Pinot Noir VQA 750 $1.50 Shelf Extender Glen Garioch Founder's Reserve 750 $ Russian Standard Vodka 1140 $ Wyborowa Vodka 1140 $1.00 Shelf Extender Marketing & Product Guide 177

180 Limited Time Offers Continued LCBO# Description Size (ml) LTO Display Program El Dorado 5 Year Old Rum 1140 $1.05 Discovery Extender Absolut Vodka 1750 $ Freixenet Carta Nevada Brut Cava 750 $1.00 Discovery Extender Sauza Silver 1140 $5.00 Shelf Extender Bombay Sapphire London Dry 1140 $1.00 Shelf Extender Havana Club Anejo Reserva 1140 $1.80 Shelf Extender Captain Morgan Spiced Rum 1140 $1.80 Shelf Extender South Cabernet Sauvignon Merlot Organic 750 $2.00 Green Extender Gabbiano Chianti Classico Docg 750 $3.00 End Aisle Bear Flag Smooth Red Blend 750 $2.00 Shelf Extender Fontella Chianti Docg 750 $2.00 Shelf Extender Trapiche Broquel Malbec 750 $2.00 End Aisle Sawmill Creek Pinot Grigio Chard Bag In Box 4000 $3.00 FSI Laphrpaog 10 YO 750 $ B & G Partager Domiane La Gardie Merlot 750 $2.00 End Aisle Megalomaniac Homegrown Red VQA 750 $1.00 End Aisle, FSI Cupcake Red Velvet 750 $2.00 End Aisle Sobieski Vodka 1140 $ Tennent's Export Lager 500 $0.20 Shelf Extender Guinness Draught Beer 500 $0.25 End Aisle Jackson-Triggs Shiraz Bag In Box 4000 $ Smoking Loon Old Vine Zinfandel 750 $2.00 Shelf Extender Jack Daniel's Tennessee Honey 375 $ Casillero Del Diablo Rsv Cab/Sav 750 $1.50 Shelf Extender House Wine Co. Baco Cabernet Sauvignon VQA 750 $ Wild Turkey 81 Proof Kentucky Straight Bourbon 750 $ Coyote's Run Five Mile Red VQA 750 $1.00 End Aisle Bombardier Ale 500 $ Penfolds Koonunga Hill Shiraz/Cabernet 750 $2.00 End Aisle Holsten Premium Pilsner 500 $ Revolution Red 750 $1.00 End Aisle Phillips Butter Ripple Schnapps 750 $ Wiser's Spiced Vanilla Canadian Whisky 750 $ French Cross Chardonnay Bag In Box 4000 $ La Vieille Ferme Cotes Du Luberon Aoc 750 $1.00 Shelf Extender Sawmill Creek Sauvignon Blanc Bag in Box 4000 $ The Dreaming Tree Crush Red Blend 750 $2.00 End Aisle Canadian Club Classic 1140 $1.80 Comm. Extender Canadian Club Reserve 1140 $1.00 Comm. Extender Mill Street Cobblestone Stout 440 $0.20 End Aisle Masi Costasera Amarone Classico Doc 750 $ Bombay Sapphire East 750 $ Granville Island English Bay Pale Ale 473 $ Smirnoff Ice 4 x 330 $1.00 Shelf Extender Jackson-Triggs Cabernet Sauvignon 1500 $ Yvon Mau Merlot Vdp 750 $1.00 Comm. Extender Havana Club Anejo 3 Anos 750 $1.00 Shelf Extender 178 Promotional Turn 9 - Let s Get Together

181 Limited Time Offers Continued LCBO# Description Size (ml) LTO Display Program Lake Of Bays Rock Cut Lager 473 $ Bodacious Smooth White 750 $ Pillitteri Gewurztraminer/Riesling VQA 750 $1.00 Shelf Extender Sortilege Maple Cream 750 $1.00 Discovery Extender Aberlour 12 YO Single Malt Scotch Whisky 750 $ Megalomaniac Local Squeeze Riesling VQA 750 $1.00 LGT, FSI Rhyme & Reason Pale Ale 6 x 355 $ Cono Sur Sparkling Rose 750 $2.00 Shelf Extender The Kraken Black Spiced Rum 375 $ Bacardi Oakheart Spiced Rum 1140 $2.00 Shelf Extender Nugan Estate Alfredo Second Pass Shiraz 750 $2.00 Comm. Extender Leonardo Chianti Fiasco 750 $2.00 End Aisle Innis & Gunn Lager 500 $ Rumchata 750 $ Jackson-Triggs Merlot 750 $1.15 End Aisle, FSI Les Dauphins Cotes Du Rhone Reserve Red 750 $1.00 Shelf Extender Bodacious Smooth Red 1500 $2.00 Discovery Extender Black Cellar Merlot 750 $1.00 Popular Pick Appleton Estate V/X Signature Blend 1750 $ Pelee Island Monarch Vidal VQA 750 $1.50 Shelf Extender Dona Paula Estate Malbec 750 $3.00 End Aisle Pillitteri Canadian Gothic Cabernet Merlot VQA 750 $1.00 Comm. Extender Jackson-Triggs Sauvignon Blanc 750 $1.15 End Aisle, FSI Running With Bulls Tempranillo 750 $2.00 Discovery Extender Iceberg Vodka 750 $1.00 End Aisle Eristoff Vodka 750 $1.00 Comm. Extender Chic Choc Spiced Rum 750 $ Pike Creek Double Barreled Canadian Whisky 750 $ Laura Secord Chocolate Cream Liqueur 750 $2.00 End Aisle Bols Pomegranate 750 $1.00 Comm. Extender Busch Light 6 x 473 $ Luccarelli Primitivo Puglia Igt 1500 $2.00 End Aisle Two Oceans Cabernet Sauvignon/Merlot 1500 $1.00 Shelf Extender Strongbow Gold Apple Cider 440 $0.20 Shelf Extender Sandbanks Summer White VQA 750 $1.00 Shelf Extender Nobilo Regional Collection Sauvignon Blanc 750 $2.00 End Aisle,Wine Fridge Tamdhu 10 YO Speyside Single Malt Scotch Whisky 750 $ Jacob's Creek Double Barrel Shiraz 750 $3.00 End Aisle The Entertainer Red Blend 750 $ Two Oceans Moscato 750 $1.00 End Aisle Cesari Amarone Classico Doc 750 $3.00 Shelf Extender Forward Malbec Cabernet 750 $2.00 End Aisle Criollo Bourbon Dark Chocolate Liquor 375 $1.00 End Aisle Yellow Tail Red Moscato Bubbles 750 $2.00 End Aisle French Cross Merlot Bag In Box 4000 $3.00 End Aisle V. Amarone (Az Agr Fratelli Tedeschi) 750 $5.00 Shelf Extender Pelee Pebbles Red 1500 $1.00 End Aisle Marketing & Product Guide 179

182 Limited Time Offers Continued LCBO# Description Size (ml) LTO Display Program Ketel One Vodka 750 $4.00 End Aisle French Cross Blush 1500 $ Sandro Bottega Club Grappa 750 $ Pelee Island Baco Noir VQA 750 $1.50 Shelf Extender Stella Artois 500 $ Bend In The River Qualitatswein 750 $1.50 Shelf Extender Henry Of Pelham Cabernet/Merlot VQA 750 $ V. Cab Sauv Coppola (Francis Ford Coppola) 750 $3.00 Shelf Extender Strewn Chardonnay Barrel-Aged VQA 750 $1.00 End Aisle Beringer Founders Estate Chardonnay 750 $2.00 End Aisle Guinness Draught 8 x 440 $2.00 End Aisle Jackson-Triggs Blk Series Cab Fr/Cab Sauv VQA 750 $ Mott's Clamato Caesar Extra Spicy 4 x 355 $ Peter Lehmann Barossa Shiraz 750 $3.00 Shelf Extender Mezzacorona Pinot Grigio Trentino 1500 $2.00 Shelf Extender French Cross Dry White Bag In Box 4000 $ Strewn Two Vines Cabernet/Merlot VQA 750 $1.00 Shelf Extender Astoria Prosecco La Robinia 750 $1.50 Wine Fridge Pelee Island Late Harvest Vidal VQA 750 $1.50 End Aisle Meukow Feline VSOP Cognac 750 $ Prince Igor Extreme Vodka 750 $1.00 Shelf Extender Grand Marnier 1140 $5.00 End Aisle Kahlua Coffee Liqueur 1140 $4.00 End Aisle Amarula Cream 1140 $4.00 End Aisle Baileys Irish Cream Liquor 1140 $3.00 Shelf Extender Matua Hawkes Bay Sauvignon Blanc 750 $2.00 Shelf Extender, Wine Fridge Masi Masianco Pinot Grigio & Verduzzo 750 $1.00 End Aisle, Wine Fridge Jackson-Triggs Pinot Grigio 750 $1.15 End Aisle Pelee Island Pinot Grigio 750 $1.00 Shelf Extender J.P. Chenet Prem De Cuvee Mer Cab Pays D' Oc 750 $1.50 Shelf Extender Pelee Island Gewurztraminer 1500 $1.50 End Aisle Sterling Vintner's Merlot 750 $2.00 End Aisle Carolans Irish Cream 1140 $ Sleeman Honey Brown Lager 6 x 341 $ El Dorado Special Reserve 15 Year Old Rum 750 $ Coors Light 6 x 355 $ Moosehead Lager 6 x 341 $ Promotional Turn 9 - Let s Get Together

183 Value Added Program Value Add Program Warehouse Applied LCBO# Description Size (ml) VA Approved VA Mother Carton# 984 Alberta Premium 750 Dark Horse 50 ml Cointreau 750 Glass Fizzpack Chivas Regal 12 YO 750 Value Add Tin Prince Igor Vodka (P.E.T) 750 Prince Igor Extreme 50 ml Hennessey VS Cognac 750 Artist Release Small Cask Brandy 750 Forty Creek Barrel Select 50 ml Prince Igor Extreme Vodka 1140 Forty Creek Barrel Select 50 ml Canadian Club Premium 1750 CC Rye 2 x 50 ml Alberta Pure Vodka (P.E.T) 1750 CC Rye 2 x 50 ml Amaro Averna 750 Gift Tin Canadian Club Premium 1140 CC Rye 50 ml Alberta Pure Vodka 1140 CC Rye 50 ml Canada Gold Whisky (P.E.T) 1750 Forty Creek Barrel Select 100 ml Crystal Head Vodka 750 Cystal stopper w/3d Hologram of the Crystal Head Skull Buton Vecchia Romagna Brandy 750 Gift Tin Box Banff Ice Vodka 750 CC Rye 50 ml Forty Creek Cream Liquor 1140 Forty Creek Barrel Select 50 ml Forty Creek Spike Honey Spiced 750 Forty Creek Double Barrel 50 ml Dr. McGillicuddy Intense Peach 750 Fireball 50 ml Marketing & Product Guide 181

184 Value Added Program Value Add Program Sales Applied LCBO# Description Size (ml) VA Approved 240 Smirnoff Vodka 375 Baileys 50 ml 893 Wiser's Deluxe 750 Pour Spout 935 Captain Morgan White Rum 750 Baileys Original Irish Cream 50 ml 984 Alberta Premium 750 Dark Horse 50 ml 992 Royal Reserve 1140 JP Wiser's Deluxe 50 ml 1222 Wiser's Special Blend 750 JP Wiser's Deluxe 50 ml 1784 Grand Marnier 750 Premium Cocktail Booklet 5132 Silent Sam Vodka 750 Smirnoff 50 ml 6502 Cointreau 750 Glass Fizzpack 7617 Chivas Regal 12 Year Old 750 Tin 8219 Prince Igor Vodka (P.E.T) 750 Prince Igor Extreme 50 ml 8599 Bell's Original Scotch Whisky 750 Crown Royal Deluxe 50 ml 8888 St Remy Brandy 750 St Remy XO 50 ml 9365 Small Cask Brandy 750 Forty Creek Barrel Select 50 ml Jameson Irish Whiskey 750 Pour Spout Jim Beam White Label Bourbon 750 Jim Beam Honey 50 ml Jagermeister 1140 Jagermeister Spice 50 ml Smirnoff Vodka (P.E.T.) 750 Crown Royal Apple 50 ml Prince Igor Extreme Vodka 1140 Forty Creek Barrel Select 50 ml Canadian Club Premium 1750 CC Rye 2 x 50 ml Smirnoff Vodka 1750 Captain Morgan Spiced 2 x 50 ml Taylor Fladgate Late Bottled Vintage Port 750 Branded Festive Gift Box Bulleit Bourbon Frontier Whiskey 750 Ice Mold Russian Prince (P.E.T) 750 Eristoff 40 ml Gnarly Head Cabernet Sauvignon 750 BBQ Spice Packet Domaine Pinnacle Ice Cider 375 Bleu Lavande Rebate Offer Grey Goose Vodka 750 FOC Gift Box Tanqueray Dry Gin 1750 Baileys Vanilla Cinnamon 2 x 50 ml Jacob's Creek Shiraz/Cabernet 750 Crackle Barrel Cheese Coupon Golden Wedding 750 Black Velvet Toasted Caramel 50 ml Finlandia Vodka 1750 Chambord 50 ml Hpnotiq Liquor 375 Evan Williams Bourbon 50 ml Tag No. 5 Vodka 750 Chantilly French Cream 50 ml Martini & Rossi Asti 1500 Lindt Chocolates Flor De Cana Centenario 12 YO Rum 750 Branded Glass Grand Sud Merlot 1000 Grand Sud Pen 182 Promotional Turn 9 - Let s Get Together

185 Value Added Program Value Add Program Sales Applied LCBO# Description Size (ml) VA Approved El Jimador Tequila Blanco 750 JD Honey 50 ml Santa Rita Reserva Carmenere 750 Gift Tin Sandeman Late Bottled Vintage Port 750 Gift Tube Glayva 750 Ice Cube Tray Henkell Rose 750 Chocolate Amaro Averna 750 Gift Tin Absolut Vodka 1140 Monin 50 ml The Famous Grouse 1140 Black Grouse 50 ml Cinzano Rosso Sweet Vermouth 1000 Branded Glassware Luxardo Amaretto Di Saschira 750 Sambuca 50 ml Alberta Springs 1140 Dark Horse 50 ml Bacardi Gold Rum 1140 Bacardi Oakheart 50 ml Seagrams V.O Captain Morgan Spiced 50 ml Canadian Club Premium 1140 CC Rye 50 ml Crown Royal 1140 Crown Royal Apple 50 ml Dewar's White Label 1140 Rock Glass Dekuyper Peachtree Schnapps Liqueur 1140 Fireball 50 ml Sterling Vintner's Pinot Noir 750 Baileys Original 50 ml Sledgehammer Zinfandel 750 Sweat Band Seagrams Crown Royal Black 2 x 50 ml Bartenura Moscato- Kpm Igt 750 Gift Bag Sledgehammer Cabernet Sauvignon 750 Sweat Band Lamb's White Rum 1140 JP Wiser's Deluxe 50 ml Montresor Amarone Della Valpolicella Doc 750 Holiday Gift Box Luksusowa Vodka 750 Jagermeister Spice 50 ml Santa Rita Reserva Cabernet Sauvignon 750 Gift Tin Stolichnaya Elit Vodka 750 Elit Gift Box VA Spicebox 750 Mini Flask Canada Gold Whisky (P.E.T) 1750 Forty Creek Barrel Select 100 ml La Posta Tinto Red Blend 750 Spice Rub Packet Buton Vecchia Romagna Brandy 750 Gift Tin Box Black Velvet Toasted Caramel Whisky 750 Black Velvet Toasted Caramel 50 ml Glenmorangie Original Single Malt Scotch Whisky 750 Whisky Stones Seagrams Captain Morgan Spiced 50 ml Leblon Cachaca 700 Leblon Muddler Clos Du Bois Cabernet Sauvignon 750 Scarf Marketing & Product Guide 183

186 Value Added Program Value Add Program Sales Applied LCBO# Description Size (ml) VA Approved Canadian Club Classic 750 Gift Tin Bombay Sapphire London Dry 750 FOC Gift Box Plantation Grande Reserve 750 Plantation XO 50 ml Banfi Centine Rosso Toscana Igt 750 Holiday Gift Box Jim Beam Black Kentucky Bourbon Aged 6 Years 750 Devil's Cut 50 ml Ciroc Peach 750 Ciroc Ultra Premium 50 ml Ciroc Red Berry 750 Ciroc Original 50 ml Santa Rita Reserva Chardonnay 750 Gift Tin Forty Creek Cream Liquor 1140 Forty Creek Barrel Select 50 ml Criollo Chocolate Sea Salted Caramel Liquor 375 Gift Bag Alma Mora Cabernet Sauvignon 750 Spicebox Whiskey 50 ml Dada De Finca Las Moras Artwine 2 Merlot 750 Glass Identifiers Inception Deep Layered Red 750 Lip Balm Ungava Premium Gin 750 Domaine Pinnacle Ice Cider 50 ml Ciroc Coconut 750 Ciroc 50 ml Smirnoff Vanilla Flavoured Vodka 750 Baileys Vanilla Cinnamon 50 ml Lot No. 40 Singl Copper Pot Still Canadian Whsky 750 The Glenlivet Founder's Reserve 50 ml Smirnoff Double Black 750 Smirnoff Jigger Casamigos Tequila Blanco 750 Reposado Tequila 50 ml Wolf Blass Grey Label Shiraz 750 Riedel 15% Discount G.A. Schmitt Pinot Noir Qualitatswein 750 Collectible Holiday Bottle Cover Canadian Club Chairman's Select Maple 750 CC Rye 50 ml Dooley's Original Toffee Cream Liquor 700 Cherry Heering 50 ml Forty Creek Copper Pot Reserve 1750 Forty Creek Double Barrel 100 ml Forty Creek Spike Honey Spiced 750 Forty Creek Double Barrel 50 ml Dr. McGillicuddy Intense Peach 375 Fireball 50 ml Dr. McGillicuddy Intense Peach 750 Fireball 50 ml Wolf Blass Gold Label Syrah 750 Gift Box Wolf Blass Gold Label Chardonnay 750 Riedel 15% Discount Clos Du Bois Chardonnay 750 Scarf Opi Chardonnay 750 Spicebox Whiskey 50mL J.P. Wiser's Hopped Canadian Whisky 750 Beer Stein Dooley's Original White Chocolate Cream Liqueur 700 Dooley's Original 50 ml Bacardi Fuego ml Tabasco Sauce with Coupon Ciroc Original Unflavoured 750 Limited Edition Gift Tin Chantilly French Cream 750 Tag Double Espresso Vodka 50 ml 184 Promotional Turn 9 - Let s Get Together

187 Value Added Program Value Add Program Sales Applied LCBO# Description Size (ml) VA Approved Frank's Redhot Caesar! Sweet Chili Lime 4 x 355 VA Magnet Frank's Redhot Caesar! Original Heat 4 x 355 VA Magnet Hobgoblin Extra Strong Ale 500 Dog Tag Bottle Opener Bacardi Gran Reserva Maestro De Ron 750 Wallet Moet & Chandon Imperial Champagne 750 Gift Box Alberta Springs 1750 Dark Horse 2 x 50 ml Rossi D'Asiago Limoncello Snaps 750 Gift Box Stella Artois 6 x 330 Stella Artois Chalice Bacardi 8 Year Old Rum 750 Money Clip Captain Morgan Spiced Rum 375 Baileys 50 ml Chopin Potato Vodka 750 VA Tubes Jackson-Triggs Black Series Meritage VQA 750 Chocolates Ogier Heritages Cotes Du Rhone Aoc 750 Wine Charms Iceberg Vodka 1750 Flor de Cana 7YO 2 x 50 ml Mott's Clamato Caesar Original 4 x 355 Cooler Bag Kahlua Coffee Liqueur 750 Ferrero Rocher Tito's Handmade Vodka 750 Branded Gift Bag St Remy Brandy 1140 Mount Gay Rum Black Barrel 50 ml Hendrick's Gin 750 Etiquetted for Gentlemen Pocket Companion Sterling Vintner's Chardonnay 750 Baileys Original 50 ml Coors Light 6 x 341 Mystery Mansion Money Clip Rickard's Red 6 x 341 Movember Shaving Kits Marketing & Product Guide 185

188 Bonus AIR MILES Reward Miles LCBO# Description Size (ml) Display Program BAM 42 Canadian Club Premium Mike Weir Cabernet Merlot VQA 750 End Aisle Sogrape Mateus Rose Silk Tassel Canadian Whiskey Gordons Gin Courvoisier VS Captain Morgan Dark Rum Newfoundland Screech Rum 750 Discovery Extender Bees Chardonnay Unoaked VQA 750 Wine Fridge Aveleda Vinho Verde Torres Sangre De Toro Garnacha, Catalunya Forty Creek Barrel Select Whisky Prince Igor Vodka (P.E.T) Gaston De Lagrange VS Sperone Cremovo Marsala Fine Doc Ricard Pastis Canada Gold Whisky (P.E.T) Danzante Pinot Grigio Delle Venezie Igt 750 Wine Fridge Misterio Malbec Ruffino Orvieto Classico Doc 750 End Aisle, Wine Fridge Sperone Marsala Fine Ip Doc Dry Russian Prince (P.E.T) Jaffelin Bourgogne Aligote Aoc Beefeater Dry Cono Sur Bicicleta Shiraz O'Darby's Irish Cream Alianca Vinho Verde 750 Shelf Extender Blu Giovello Prosecco 750 End Aisle Jacob's Creek Reserve Cabernet Sauvignon Monkey Bay Pinot Grigio Forty Creek Double Barrel Reserve Whisky Naked Grape Pinot Grigio 750 FSI Canadian Club Premium (P.E.T) Victoria Gin Obikwa Shiraz Smirnoff Vodka (P.E.T) 1140 Shelf Extender Muskoka Cream Ale 473 Discovery Extender Russian Standard Vodka Campo Viejo Rioja Reserva Eastdell Black Cab VQA Stoney Ridge Pinot Noir VQA Piat D'Or Chardonnay Piat D'Or Merlot Promotional Turn 9 - Let s Get Together

189 Bonus AIR MILES Reward Miles LCBO# Description Size (ml) Display Program BAM Funf 5 German Riesling Hennessy Black Cognac Forty Creek Confederation Oak Reserve Whisky Cantina Tollo Colle Secco Mont D'Abruzzo Doc Farina Valpolicella Rip Class Superiore Doc Union Red VQA Okocim Mocne Ballantine's Finest Blended Malt Scotch Whisk Martini & Rossi Sweet Vermouth Red Smirnoff Vodka 1140 End Aisle Skyy Vodka J&B Rare Jackson-Triggs Methode Cuve Close Sparklg VQA Captain Morgan White Rum Ascheri Barbera D'Alba Doc Fetzer Gewurztraminer Bees Grower's White VQA Bees Grower's Red VQA Hiram Walker Special Old Rye Whisky (P.E.T) Hands Hot To Trot Red Blend Heering Cherry Liqueur Goats Do Roam White Sogrape Grao Vasco Dao Alianca Foral Douro Kourtakis Apelia Moscholfilero Wht Peloponnes Kourtakis Apelia Agiorgitiko(St George) Pelop Polar Ice Vodka Hacker Pschorr Weisse Bier Matervitae Negroamaro Silent Sam Vodka McClelland's Single Malt Highland Scotch Belvedere Pure Vodka Alpenbitter No 7 (P.E.T) La Vieille Ferme Cotes Du Ventoux Aoc Zonin Amarone Della Valpolicella Doc Dekuyper Peachtree Big House Cardinal Zin G. Marquis The Red Line Merlot VQA 750 FSI Plymouth English Gin Seagram Cider Hands Hot To Trot White Blend Forty Creek Cream Liquor 750 End Aisle 8 Marketing & Product Guide 187

190 Bonus AIR MILES Reward Miles LCBO# Description Size (ml) Display Program BAM Wells Banana Breda Forty Creek Copper Pot Reserve 750 Shelf Extender Clean Slate Riesling Qualitatswein Mosel Jacob's Creek Chardonnay Cortel Napoleon VSOP Brandy Stoneleigh Marlborough Chardonnay Cafe Culture Pinotage The Wolftrap Syrah Mourvedre Viognier Spearhead Hawaiian Style Pale Ale 6 x Silk Tassel Canadian Whisky Wente Southern Hills Cabernet Sauvignon Fielding Fireside White VQA Ebeia Roble Ribera Del Duero Skinnygirl White Wine Santa Rita 120 Cab Franc Carm Cab Sauv Sogrape Mateus Signature Douro Red Canadian Club Classic Grey Goose Cherry Noir Fireball Whisky Shooter 1140 End Aisle Faustino Vii Red Rioja Beluga Russian Luxury Vodka Inniskillin Cabernet Franc VQA Hofbrau Original Lager Bulldog Gin Stock 84 VSOP Brandy Adobe Reserva Merlot Organic Islay Mist Scotch 8 Year Old Macallan Sienna Black Tower Rivaner 1500 End Aisle, Wine Fridge Fresh Moscato VQA Amarula Cream Dab Maibock Forty Creek Copper Pot Reserve Whisky Kenwood Zinfandel Ava Sonoma Forty Creek Barrel Select Whisky 1140 Shelf Extender Gnarly Head Pinot Noir Fleur Du Cap Chardonnay Chateau De Vaugelas Corbieres Aoc Le Prieure Santa Carolina Merlot Tito's Handmade Vodka Sour Puss Peach Liquor Two Oceans Sparkling Sauvignon Blanc Promotional Turn 9 - Let s Get Together

191 Bonus AIR MILES Reward Miles LCBO# Description Size (ml) Display Program BAM Esquinas De Argento Pinot Grigio Samuel Adams Boston Lager El Dorado 8 YO Cask Aged Demerara Rum Amaral Sauvignon Blanc Stoney Ridge Cabernet Franc VQA Chateau Des Charmes Cabernet Sauvignon VQA Jaszbery Szekszardi Kekfrankos Jaszbery Etyek-Budai Riesling Le Cirque Classique Sauv Blanc-Muscat Vdf Bacalhoa Jp Azeitao Branco, Setubal Valpantena Valpolicella Doc Jever Pilsener Waterloo Grapefruit Radler Blue Chair Bay White Rum Iceberg Vodka (P.E.T) Eastdell Soaring White VQA Ch Des Charmes St Davids Bench Sauv Blanc VQA Guardian Reserva Red Blend Black Tower Classic Riesling Erben Pinot Noir Reserve Cape Bay Cabernet Sauvignon-Shiraz Lone Pine IPA 473 Shelf Extender Fireball Whisky Shooter 375 End Aisle Death's Door Gin Fasto Verdejo Rueda Kellermeister The Funk Wagon Gsm Maestro Dobel Tequila Stolichnaya Razberi Vodka Stolichnaya Gold Vodka El Dorado 3 YO Rum Mad Tom IPA 6 x Evan Williams Black Label Bourbon Whiskey Jacob's Creek Moscato Nederburg Winemaster's Rvs Cabernet Sauvignon Blossom Hill Crisp & Fruity White 750 Wine Fridge Bols Pineapple Chiptole Black Bottle Blended Scotch Whisky 750 Shelf Extender Somersby Pear Cider Grey Goose Le Citron Mill St 100th Meridian Single Can 473 Discovery Extender Waterloo Pilsner Dan Aykroyd Cabernet Sauvignon VQA 750 FSI 8 Marketing & Product Guide 189

192 Bonus AIR MILES Reward Miles LCBO# Description Size (ml) Display Program BAM Riverlore Sauvignon Blanc Marlborough 750 Wine Fridge Domaine De Mongillon, Visan Cdr Villages Aoc Jim Beam Honey French Cross Sauvignon Blanc Belvedere Vodka Camerons Brewmaster Selection Pack V x Pasqua Sangiovese Puglia Muskoka Winterweiss Fireball Whisky Shooter 750 End Aisle Citra Sangiovese Terre Di Chieti Igp Cellier Des Dauphins Pres Wht Cdr Aoc Citra Trebbiano D'Abruzzo Jackson-Triggs Black Series Gewurztraminr VQA 750 FSI Nederburg Shiraz Nicolas Feuillatte Brut Champagne 750 Wine Fridge Forty Creek Barrel Select Warsteiner Premium Pilsener Kittling Ridge Icewine & Brandy Fat Bastard Chardonnay Pays D'Oc Beaulieu Vineyards Coastal Cabernet Sauvignon Grey Goose Vodka L'Orange Blu Giovello Pinot Grigio Louis Bernard Cotes Du Rhone Aoc Forty Creek Barrel Select Argento Malbec Pravda Vodka Pasqua Merlot Delle Venzie Igt Montgras Cabernet Sauvignon Reserva Angels Gate Cabernet Merlot VQA Barone Montalto Nero D'Avola-Cab Ter Sicilane Blu Giovello Pinot Grigio Ciao Bianco Pinot Grigio Carton Te Bheag Unchilfiltr Whisky 700 Shelf Extender Promotional Turn 9 - Let s Get Together

193 Bundled Bonus AIR MILES Reward Miles BBAM Option LCBO# Description Size (ml) BAM BBAM Amount Guinness Blonde Miller Lite Single Can Miller Genuine Draft 6 x 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 Total BAM Marketing & Product Guide 191

194 Necktags LCBO# Description Size (ml) NT Approved Beringer Founders Estate Pinot Grigio 750 Beringer/Milestones Million Meals Smoking Loon Cabernet Sauvignon 750 New Look Beringer California Collection Pinot Grigio 750 Beringer Give More Cheer (Gives Glvoes) Montecillo Crianza Rioja 750 Product Information Lindemans Bin 50 Shiraz 750 HGTV/Lindeman s Royal Caribbean Cruise Contest Cousino Macul Antiguas Reserva Cab/Sav points James Suckling Jose Cuervo Especial Gold 750 Boots & Hearts Stoneleigh Marlborough Sauvignon Blanc 750 Win a Dinner with Mark McEwan at his Cottage Contest Bodegas Castano Hecula, Yecla 750 Hecula David Rocco Dolce Vita Prosecco Extra Dry Doc 750 David Rocco Recipes with Wine Pairings Tribunal Red Wine 750 Try Me at OB! Death's Door Vodka 750 Cocktail Ideas Beringer Founders Estate Sauvignon Blanc 750 Beringer/Milestones Million Meals Jameson Caskmates Irish Whiskey 750 Product Info Crown Royal Harvest Rye 750 Recipe Beringer Founders Estate Merlot 750 Beringer/Milestones Million Meals Glendronach 12 Year Old Single Highland Malt 750 Accolade Montecillo Rioja Reserva 750 Product information 192 Promotional Turn 9 - Let s Get Together

195 Questions? Call Toll Often, during our regular visits, we can t help but to notice how great many stores look. So, in recognition of your effort and dedication, a store will be featured in these pages every period. -SMi Communication Team This guide is printed on 100% recycled paper by the LCBO s Print Digital Copy Centre

196 Wishing you a happy and safe holiday! from SMi Communications