Period 12: Marketing & Product Guide

Transcription

1 Expert Picks PERIOD 12 SUNDAY 27 JANUARY MONDAY 28 TUESDAY 29 WEDNESDAY 30 THURSDAY 31 FRIDAY 1 FEBRUARY SATURDAY 2 Start of Period 12 VINTAGES RELEASE WINE WED INSTALL MOLSON & WISER S NHL ALUMI BLOCK PILE DOTW WK LTO START DATE Co p BAM START DATE y INSTALL BRAND SPOTLIGHT NESTING TABLES FLYER WK VALENTINE S DAY VINTAGES RELEASE e DOTW WK SUPER SALE BEGINS FAMILY DAY SUPER SALE ENDS MARCH 2 DOTW WK DOTW WK End of Period 12 VINTAGES RELEASE BAM END DATE PT12: February 3 March 2, 2019 WINE WED ad 11 Tr 10 Period 12: Marketing & Product Guide February 3 March 2, 2019

2 My Store # Period 12 Marketing & Product Guide Participating DONE Letter from Todd Bliss 1 Why is FLS Important to the LCBO? 2 Signage Gallery 5 Advertising & Online Exclusive Offers 8 Food & Drink 11 Brand Spotlight & Deal of the Week Programs 12 Deal of the Week 13 Brand Spotlight Entrance Table 15 Brand Spotlight Feature Fixture 17 Family Day Long Weekend Super Sale 21 Molson & Wiser s NHL Alumni Block Pile 23 Brand Spotlight Front Nesting Table 24 Brand Spotlight Middle Nesting Table 27 Brand Spotlight Celebration Fixture 29 Brand Spotlight A-Frame Fixture 30 Mini Thematic Spirits & Wines 32 Wines and Spirits Special Promotions Fixture Period 12 Wines Flex Space Participating DONE Valentine s Day Merchandising Signage 40 Period 12 End Aisles 47 The Cold Room Spirits Display 55 Non-Alcoholic Beer Category Signage 56 Beer Excitement Zone 57 Beer Programs 61 Front End Merchandiser 64 Spirited Picks Basket Display 66 Shopping Cart Sign 67 Social Responsibility In-Store Signage & Exterior Springer Sign Ontario Wines 70 Vintages Wine Fridge 80 Whisky Shop 81 On Shelf 82 Sold Space Program 84

3 We are shifting our mindsets and preparing to get together with friends and family. It s time to turn to the experts for recommendations and ways to impress. The experts are the people our customers can trust. The promotion highlights quality, heritage, endorsements, awards and more to help the customer decide. We are looking to YOU first and foremost as the experts who can meet our customers needs and deliver on what they re looking for! We are building on the zoning previously undertaken in our stores and launching a new zoning initiative that will see our Space Planning team re-zone 200 stores. All of our Spirits will be zoned together, and our Ontario wines will lead in our Wine zone. The Space Planning and Merchandising teams have worked in partnership with suppliers using analytics and data-driven decision making to enable planogram methodologies that will reinforce consistency and flow within each set. We will be working closely with the District managers to keep you our stores informed and to enable clear communication. This collaboration will also ensure that the rezoning is planned, delivered, and executed flawlessly and without any interruption to business. We are confident that these changes will help you service your customer more effectively and deliver expert solutions in every situation. Cheers, Todd Bliss, Director, Customer Experience, LCBO Marketing & Product Guide 1

4 Why is FLS Important to the LCBO? It s the Law! The LCBO, as an agency of the Government of Ontario, must comply with various forms of legislation such as the Occupational Health & Safety Act, the Liquor Control Act, and the French Language Services Act, as well as other laws and forms of legislation. The French Language Services Act (FLSA) of 1986 guarantees an individual s right to receive services in French from Government of Ontario ministries and agencies in 26 designated areas. Relative to the French Language Services Act, the LCBO is not only required by law to provide bilingual staff, signage and services in specific stores and offices located in or serving designated communities of Ontario, but we are also doing so as an additional service offering to our Francophone customers. FULL FLS PARTICIPATING STORES 7, 10, 19, 23, 24, 36, 38, 40, 41, 49, 50, 52, 55, 58, 66, 67, 75, 76, 77, 78, 81, 83, 89, 91, 92, 98, 99, 103, 104, 108, 112, 117, 118, 121, 122, 123, 125, 126, 127, 129, 140, 151, 162, 164, 173, 180, 184, 189, 193, 204, 212, 214, 217, 220, 225, 228, 236, 241, 243, 245, 262, 272, 278, 287, 291, 303, 308, 309, 322, 327, 332, 338, 349, 353, 359, 367, 370, 375, 384, 385, 387, 393, 394, 395, 400, 405, 406, 421, 422, 424, 431, 435, 441, 443, 452, 463, 466, 470, 487, 488, 500, 506, 507, 515, 519, 521, 524, 526, 532, 538, 540, 552, 565, 568, 574, 576, 577, 578, 588, 589, 598, 604, 620, 624, 626, 638, 652, 670, 694 FLS SIGNAGE PARTICIPATING STORES 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 23, 24, 26, 27, 32, 34, 36, 38, 40, 41, 49, 50, 52, 54, 55, 58, 63, 66, 67, 75, 76, 77, 78, 81, 83, 89, 91, 92, 98, 99, 103, 104, 108, 112, 117, 118, 121, 122, 123, 125, 126, 127, 128, 129, 140, 143, 149, 151, 154, 162, 163, 164, 165, 167, 171, 173, 180, 182, 183, 184, 186, 189, 190, 192, 193, 195, 198, 200, 204, 206, 207, 212, 214, 217, 218, 220, 225, 228, 233, 234, 236, 241, 242, 243, 245, 249, 253, 255, 256, 262, 269, 272, 278, 279, 280, 287, 291, 295, 303, 308, 309, 310, 312, 320, 321, 322, 324, 327, 329, 332, 333, 334, 338, 341, 349, 353, 355, 359, 360, 362, 363, 366, 367, 368, 370, 371, 375, 384, 385, 387, 388, 389, 393, 394, 395, 398, 400, 405, 406, 407, 408, 411, 412, 415, 416, 420, 421, 422, 424, 425, 426, 428, 431, 435, 436, 438, 441, 443, 444, 452, 457, 458, 463, 466, 470, 483, 484, 485, 487, 488, 490, 492, 494, 499, 500, 505, 506, 507, 511, 512, 515, 518, 519, 521, 524, 526, 528, 531, 532, 533, 534, 538, 539, 540, 542, 546, 547, 552, 553, 555, 556, 564, 565, 568, 569, 571, 572, 574, 575, 576, 577, 578, 584, 588, 589, 593, 597, 598, 601, 604, 614, 619, 624, 626, 627, 631, 636, 637, 638, 639, 642, 643, 645, 646, 650, 651, 652, 670, 677, 694, 697, 698, 699, 700, 703, 707, 708 TIPS The French Language Services Act defines 26 designated or geographic areas in Ontario. These areas must provide what is defined as an Active Offer of French Language Services. The FLS Act guarantees the individual s right to receive French services equivalent to those offered in English, at the same time and of the same quality. For simplicity, the LCBO has divided our stores into one of three groups: GLOSSARY OF TERMS Active FLS Offer The concept of an active FLS offer refers to the constant availability and promotion of the service, even in areas where it s not frequently requested. The LCBO will put in place and clearly identify all the service options and encourage its employees to promote them actively. BILINGUAL SIGNAGE Refers to signs that show both English and French content on the same side facing the customer. These signs are used in both the FLS Signage and Full FLS stores. In some instances, signs cannot be produced in a bilingual fashion, due to the nature of the content. For example, a bilingual message may sometimes be too cluttered and difficult for the customer to read. ENGLISH/FRENCH Indicates that signs are printed in English on one side and French on the other. Full FLS and FLS Signage stores will receive two sets of signs so that all signage can be displayed in both languages. ENGLISH/BILINGUAL Indicates that signs are printed in English on one side and Bilingual on the other. All Category signs and Operational signs are produced English over Bilingual. OPERATIONAL SIGNAGE Operational signs are any signs that appear on the bulkhead or in sign channels on perimeter shelving, as well as in category sign bands and on VQA fixtures. Signs that explain LCBO policies and procedures are also considered operational signs. In FLS Signage and Full FLS stores, operational signage is always bilingual. Exterior Banner English Version Seasonal Backer Card Bilingual Version Exterior Banner French Version 1. Full FLS Store 2. FLS Signage Stores 3. Non -FLS Stores For a list of FLS designated areas visit: gov.on.ca/en/flsamapdesig.html 2 Period 12 Advice from the Experts Marketing & Product Guide 3

5 PROMOTIONAL SIGNAGE Promotional signs support an in-store thematic or other seasonal/ tactical programs. Examples include thematic and mini-thematic signs, gifting, Ontario Craft Beer, SAVE, Air Miles, In the Spotlight Shelf Talkers, etc. Most large thematic signs are currently produced in English, including Exterior Banners, Power Aisle Banners, Backer Cards, Show Cards, etc. In April 2013, as part of an on-going initiative to better serve our French speaking customers, a new French over-french Window Show Card was introduced in all FLS stores. This Show Card, which is placed at a prominent location at the store s entrance, became a standard component that is shipped to all FLS stores at the beginning of every promotional turn. The reason most large sign components are only produced in English is partly because these programs are sold to the trade, which funds the marketing programs. Select signs for some promotional programs are produced English/French. An example is the Vintages Wine of the Month program. In these cases, Full FLS stores must display both the English and French versions of the sign. FULL FLS STORES The LCBO is committed to providing high quality, cost effective French-language services that comply with the FLS Act. As part of our FLS Active Offer, any LCBO store that is located in a designated area as determined by the Act, must provide engaging and helpful bilingual customer service to our Francophone customers at all points of contact, including personal interaction and greetings. These stores also feature operational in-store signs in French, and they have French publications available. In communities where there is only one LCBO store, that store then becomes the designated Full FLS store for the designated area. In circumstances where there are multiple LCBO stores located in the same designated area, (example would be the City of Toronto), the LCBO has the opportunity to select which of our stores will offer the Full FLS Service. Our retail senior management team chooses the stores in each FLS designated area that are best suited to deliver all aspects of French language services, such as signage, publications and in-store bilingual services. The chosen stores are selected strategically, based largely on location, to maximize FLS availability in the whole area. FLS SIGNAGE STORES Stores in this group are located in one of the 26 designated areas, but are not identified as having to offer bilingual staffing in French. FLS Signage Stores are required by law to display bilingual operational signage and French publications such as; A Bon Verre, Bonne Table, Vintages Release Circulars and catalogue, as well as any promotional signs available in French. LCBO Retail staff have a primary role in fulfilling this responsibility under the FLS Act, each promotion, and throughout the course of the year. NON-FLS STORES Stores that are located outside of the 26 designated areas are defined as Non FLS Stores. The LCBO is not required to have bilingual employees or offer bilingual signage or publications in these stores. In these areas, service, signage and publications are offered in English only. These stores are defined as Non FLS Stores. Period 12: Advice from the Experts SIGNAGE GALLERY Advice from the experts We ll recommend solutions for your entertaining needs from all expert points of view. Whether it s recommendations for ideal whiskies to suit Old-Fashioned cocktails or wines that match hearty Bolognese, or even ideal brews for your first beer-cheese tasting party, the LCBO will guide. Signage Ship Date The Period 12 signage components will be shipped to stores beginning January 25, All 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. Music CD Reorder# DMS-Music CD We would like to hear your comments about this Period s music. Please provide your feedback to hellolcbo. End Aisle Blade Sign Install Blade Signs on End Aisles Fold Card at crease before inserting into End Aisle slot so it will remain stable. Insert it behind Backer Card. Please refer to the individual instructions that will be printed on EACH blade sign on the portion that slides in behind the backer card. End Aisle Blade Sign EA1 ENG (Re-order# 19P12-BS1) / BIL (Re-order# 19P12-BS8) EA2 ENG (Re-order# 19P12-BS2) / BIL (Re-order# 19P12-BS9) EA3 ENG (Re-order# 19P12-BS3) / BIL (Re-order# 19P12-BS10) EA4 ENG (Re-order# 19P12-BS4) / BIL (Re-order# 19P12-BS11) EA5, 6, 7, 10 ENG (Re-order# 19P12-BS5) / BIL (Re-order# 19P12-BS12) EA8 ENG (Re-order# 19P12-BS6) / BIL (Re-order# 19P12-BS13) EA9 ENG (Re-order# 19P12-BS7) / BIL (Re-order# 19P12-BS14) Please refer to the End Aisles section for more details. End Aisle # is indicated on each blade sign 4 Period 12 Advice from the Experts Marketing & Product Guide 5

6 Exterior Banners Install: Exterior on building. NOTE: English stores will only receive an English promotional signage, and Bilingual stores will only receive Bilingual promotional signage. All stores will receive the common e-commerce Bilingual banner. Exterior Transparency Install: Only for stores #452, #538, #568. End Aisle Please refer to the End Aisles section for participating products. End Aisle 1-10 Backer Cards 19P12-BC1 19P12-BC2 19P12-BC3 19P12-BC4 Re-order# 19W11-EB1 (English) Re-order# 19W11-EB2 (Lifestyle) Re-order# 19W11-EB3 (Bilingual) Perimeter Transparency Square Vendor installed Perimeter Transparency Horizontal Vendor installed (English) (English) (Lifestyle) (Lifestyle) (Bilingual) (Bilingual) Re-order# 19W11-EB4 (E-comm) Re-order# 19W11-EB5 (Lifestyle) Perimeter Transparency Vertical Vendor installed (English) (Lifestyle) (Lifestyle) (Bilingual) Window Show Cards Install: In the windows on the hanger. (English) (Lifestyle) (Lifestyle) Back Lit Tasting Bar Sign Install: In the frame on the portable Tasting Bar. Re-order# 19P12-TB1 (Bilingual) (Bilingual) Seasonal Banner Insert Install: In the Thematic Banner Stand (store entrance). 19P12-BC5 19P12-BC6 19P12-BC7 19P12-BC8 19P12-BC9 19P12-BC10 End Aisle Generic Backer Cards ENG/Lifestyle (Re-order # 19P12-BC11) BIL/Lifestyle (Re-order # 19P12-BC12) (Lifestyle) (Lifestyle) Re-order# 19P12-WS1 (English +Lifestyle) Re-order# 19P12-WS2 (Bilingual + Lifestyle) Re-order# 19P12-SB1 (English) Re-order# 19P12-SB2 (French) NOTE: FLS stores must display the Bilingual sign. ENG/Lifestyle (Re-order # 19P12-BC13) BIL/Lifestyle (Re-order # 19P12-BC14) 6 Period 12 Advice from the Experts Marketing & Product Guide 7

7 ADVERTISING & ONLINE EXCLUSIVES Period 12 LCBO Flyer for Weeks 1 & 2 As we enter a more competitive landscape, the flyer is intended to specifically drive product revenue and be a topof-mind vehicle for our customers. The focus of the flyer is on sales, promotions and value. Drop Dates Week 1: (February 7, 2019) Not distributed to Local community publications Week 2: (February 14, 2019) Distributed to Local community publications LCBO Flyer Self Merchandiser Insert ENG (Re-order # 19P12-BWF1) / BIL (Re-order # 19P12-BWF2) Publications Refer to the Online Worksheets for publication list. The flyer will be distributed in all stores and in the Flipp app. Stores will receive copies of the flyer and are required to merchandise them using the selfmerchandiser during the release week, or until inventory is depleted. The self-merchandiser should be located at the front of the store where space permits, close to the Deal of the Week display or close to shopping carts. NOTE: FLS designated stores will also receive a French version of the flyer. LCBO Flyer Week 1 & Week 2 : Refer to the Online Worksheets for participating product list. LCBO Flyer Self Merchandiser LCBO Flyer Great Value Perpendicular Shelf Talker All Stores will receive a bundle of Perpendicular Shelf Talkers each period to support the top pick wines. Key Dates (February 3 - March 2) LCBO# Description 604 Chiarli Castelvetro Lambrusco Vive La Vie Blanc Colombard Gros Manseng VDFR Stubborn Ass White, Rheinhessen Canyon Road Chardonnay The Vinecrafter Chenin Blanc Two Oceans Moscato Kittling Ridge White Zinfandel/Vidal 142 Girls' Night Out Pineapple Mango Tango Forward Malbec Cabernet Jackson-Triggs Shiraz Perpendicular Shelf Talker ENG/ENG (Re-order # 19P12-BWF3) Perpendicular Shelf Talker ENG/FRE (Re-order # 19P12-BWF4) Please install the perpendicular shelf talker in front of the corresponding wine products using the perpendicular shelf talker clip (PSTC201404). All Stores 8 Period 12 Advice from the Experts Marketing & Product Guide 9

8 Radio Ads & Digital Ads Duration LCBO# Description Size (ml) February 3 - March 2 P12 Promotional Message Offers February Baileys Original ml $3 LTO Deal of the Week February The Glenlivet 15 YO ml $10 LTO Super Sale February Masi Campofiorin ml $3 LTO Brand Spotlight February 24 - March 2 Robert Mondavi Private Selection Bourbon $3 LTO Promotional Message ml Barrel Cabernet Sauvignon February 3 to March 2 Destination Collection Promotional Message Digital Ads: The two biweekly flyers will be available to view in the FLIPP app Digital ads will highlight the promotional message, focusing on the product offerings as outlined in the radio programming Online Exclusive Offers Wine Wednesday The LCBO offers customers an exclusive online offer on Wednesday of each week. On this day only, online customers will be able to participate in the offer. Quantities are limited. Note that advertising will be pushed out to customers using a combination of LCBO social media channels (Facebook and Twitter), LCBO.com and/or mylcbo s. Date Value Add February 6, Woodbridge 4 x Purchase 4 bottles of Woodbridge and receive $30 Gift Card to Recipe Restaurants February 20, Yellow Tail 6 x Purchase 6 bottles Yellow Tail and receive free wooden wine carrier As we look to expand how readers engage with Food & Drink, we are continuing to expand our digital offerings, delivering Food & Drink content more frequently on the platforms where our customers live their lives. As of September we have Instagram and Pinterest pages that will feature exclusive content and we will continue to deliver content through the LCBO s Facebook, Twitter and Instagram channels. Through these channels, our readers will have the opportunity to engage with the brand digitally, and we hope to attract new readers and customers beyond our print reach. We will promote this content through our social on Facebook, Twitter and Instagram so be sure to follow us there and encourage customers to do the same. We have discontinued the print edition of More Food & Drink, channeling those resources into digital content opportunities, especially when Food & Drink is not available in stores. The print edition will be published 5 times per year, with the Winter issue being discontinued. Please feel free to contact us at foodanddrink@lcbo.com if you have any questions or concerns. Print Publication Release Dates: SPRING 2019: March, 13, 2019 EARLY SUMMER 2019: May 1, 2019 SUMMER 2019: June 26, 2019 AUTUMN 2019: September 11, 2019 HOLIDAY 2019: November 13, Period 12 Advice from the Experts Marketing & Product Guide 11

9 BRAND SPOTLIGHT AND DEAL OF THE WEEK PROGRAMS DEAL OF THE WEEK For Brand Spotlight Programs, there are three table display points, as well as an A-Frame Fixture and Feature Fixture, for the Brand Spotlight Program; most stores will have one or two display points, and some larger stores may have all displays. Going forward, these displays will be referred to by their respective fixture names: Entrance Table Front Nesting Table Middle Nesting Table A-Frame Fixture Feature Fixture Middle Nesting Table Front Nesting Table A-Frame Fixture Entrance Table Store Floor Plan Example - Rectangle Layout Deal of the Week Feature Fixture Middle Nesting Table Front Nesting Table A-Frame Fixture Entrance Table Feature Fixture Store Floor Plan Example - Angle Layout Deal of the Week The sales will be used to drive traffic in-store through compelling offers on popular wines and spirits. Please note that the recommended in-store displays reflect this strategy. The sales always begin on a Thursday and last until end of day the following Wednesday. When the featured product is a wine, we will be communicating the Case Savings deal. This is a sold program. Participation is mandatory. Key Dates (February 3 - March 2) 1, 4, 5, 10, 11, 15, 17, 18, 19, 20, 21, 22, 23, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 43, 44, 50, 51, 55, 57, 62, 63, 64, 65, 68, 73, 74, 79, 80, 82, 83, 84, 85, 86, 90, 95, 101, 102, 106, 115, 125, 130, 132, 139, 140, 143, 148, 149, 150, 152, 154, 156, 163, 164, 165, 167, 168, 171, 175, 177, 179, 182, 187, 188, 190, 191, 195, 198, 200, 201, 207, 209, 211, 212, 216, 217, 218, 221, 226, 227, 228, 233, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 310, 311, 324, 325, 326, 329, 334, 340, 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, 401, 403, 404, 407, 411, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 436, 437, 438, 443, 444, 445, 452, 456, 457, 458, 459, 465, 467, 470, 481, 485, 489, 490, 491, 494, 495, 497, 499, 500, 501, 505, 511, 518, 521, 523, 528, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 563, 564, 566, 568, 569, 572, 573, 575, 579, 580, 584, 585, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 640, 641, 643, 649, 652, 653, 654, 655, 656, 658, 661, 667, 670, 684, 685, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776 Duration Offers February 7 - February 13 $3.00 LTO 5959 Baileys Original VA: Ethical Bean Coffee February 14 - February Trapiche Pure Malbec $4.00 LTO February 21 - February Mount Gay Eclipse Rum $5.00 LTO February 28 - March Frescobaldi Castiglioni Chianti Docg $4.00 LTO Value Add: The Ethical Bean Coffee value add will be delivered to all participating stores by Diageo representatives. Stores are to merchandise the value add product on the top tier level of the fixture. If your store runs out of the value adds, please change to the non-value add version of the signage. Week 1 Banner Insert ENG (Re-order # 19P12-DW1) / BIL (Re-order # 19P12-DW6) Week 1 Value Add Banner Insert ENG (Re-order # 19P12-DW2) / BIL (Re-order # 19P12-DW7) Week 2 Banner Insert ENG (Re-order # 19P12-DW3) / BIL (Re-order # 19P12-DW8) Week 3 Banner Insert ENG (Re-order # 19P12-DW4) / BIL (Re-order # 19P12-DW8) Week 4 Banner Insert ENG (Re-order # 19P12-DW5) / BIL (Re-order # 19P12-DW10) Deal of the Week Pricer Cards (Re-order # DMS-19P12-ST9) Deal of the Week Shelf Talkers (Re-order # DMS-19P12-ST10) Merchandise corresponding banner insert sign into the Metal Stand. Merchandise corresponding pricer card in front of product. Maintain a full display for the duration of the promotion. 12 Period 12 Advice from the Experts Marketing & Product Guide 13

10 Week 1: February 7 - February 13 Week 2: February 14 - February 20 Week 3: February 21 - February 27 Week 4: February 28 - March 6 Save Big This Week - Cut Case Display All stores are encouraged to build Cut case displays to promote the weekly deals (Manager s discretion). These stores will not be forced allocated inventory. Please ensure sufficient stock is ordered. Please note that the sales always begin on a Thursday and last until end of day the following Wednesday. When the featured product is a wine, we will be communicating the Case Savings deal and recommend that in-store displays reflect this strategy. Generic Cut Case Backer card ENG (Re-order # 19P12-DW11) / BIL (Re-order # 19P12-DW12) Case Savings Cut Case Backer card ENG (Re-order # 19P12-DW13) / BIL (Re-order # 19P12-DW14) Riser Wrap ENG (Re-order # 19P12-DW15) / BIL (Re-order # 19P12-DW16) All Stores Brand Spotlight ENTRANCE TABLE (Formerly known as the Promo Table) The Entrance Table is one of the most visible displays in the store. There are two types of entrance tables - square (formerly known as the promo table) and round (available at new stores only). This month it features Italian Sparkling/Prosecco. This is a sold program. Participation is mandatory. Key Dates (February 3 - March 2) 1, 4, 5, 15, 17, 19, 21, 34, 35, 55, 64, 83, 97, 102, 106, 148, 149, 150, 164, 168, 171, 177, 191, 207, 208, 211, 226, 228, 233, 243, 249, 250, 252, 265, 279, 288, 298, 300, 310, 326, 334, 344, 355, 358, 359, 360, 361, 367, 370, 371, 378, 385, 386, 391, 393, 394, 398, 404, 407, 412, 417, 427, 431, 437, 443, 445, 452, 459, 470, 486, 489, 491, 495, 497, 501, 505, 511, 523, 532, 534, 536, 542, 544, 545, 549, 551, 554, 555, 569, 573, 575, 580, 587, 590, 593, 601, 602, 609, 614, 617, 619, 624, 627, 632, 639, 640, 641, 643, 645, 652, 658, 661, 684, 691, 694, 698, 700, 702, 706, 743, 776 Offers Bottega Vino Dei Poeti Prosecco Doc $1.50 LTO Villa Sandi Prosecco Il Fresco Doc, Treviso $1.50 LTO Blu Giovello Prosecco $1.50 LTO Marai De Marai Extra Dry Blue Bottle Entrance Table Sign English (Re-order # DMS-19P12-ET1) Entrance Table Sign Bilingual (Re-order # DMS-19P12-ET2) Shelf Talkers English (Re-order # DMS-19P12-ET3) Shelf Talkers Bilingual (Re-order # DMS-19P12-ET4) Products will be force-allocated to all participating stores. Please review your floor plan and ensure the fixture is by the entrance of your store. Merchandise the participating products according to the planogram, and ONLY participating products are allowed to be merchandised on the table. Install the table sign, and display preprinted shelf talkers in front of each participating products. Maintain a full display for the duration of the promotion. Square Table Round Table (For stores that have available floor space) Please set up a Cut-case display using the provided generic signage. Merchandise Pricer Cards in front of products. Cut-case display Cut-case display (Case Savings) NOTE: Flexing Table Displays: Our table planograms are designed with the minimum SKU quantity for each table. This gives you the flexibility to increase the depth of the product to drive volume specific to your sales. 14 Period 12 Advice from the Experts Marketing & Product Guide 15

11 Planogram - Round Table Planogram - Square Table Brand Spotlight FEATURE FIXTURE 3x x (Back) 3x Signage (Front) 3x x x x x (Back) Signage (Front) 3x x x x During P12, we will be featuring the SAME products as the Period 11 Feature Fixture Brand Spotlight. This fixture features Bacardi Rums and Folonari wines. This is a sold program. Participation is mandatory. Key Dates (February 3 - March 3, 2019) Please continue to merchandise the participating products from P11. New signage will be sent to stores for the P12 promotion. Any store not listed below should feature either Spirits, Wines or Gifts on this fixture. Group 1 Folonari ONLY (4ft) 36, 38, 64, 84, 125, 132, 149, 154, 191, 212, 226, 229, 237, 244, 253, 265, 341, 353, 355, 361, 368, 373, 383, 384, 386, , 402, 407, 417, 431, 452, 456, 459, 469, 491, 494, 499, 509, 537, 553, 556, 559, 566, 569, 573, 579, 587, 593, 599, 624, 630, 631, 635, 638, 641, 644, 645, 658, 665, 671, 694, 695, 699, 776 Group 2 Bacardi ONLY (4ft) 17, 18, 27, 33, 50, 51, 65, 70, 95, 97, 115, 168, 171, 187, 200, 233, 270, 288, 298, 340, 346, 378, 381, 397, 420, 427, 432, 457, 470, 483, 505, 522, 523, 526, 532, 534, 538, 542, 545, 601, 605, 616, 629, 642, 646, 651, 657, 677, 685, 700, 771 Group 3 Folonari & Bacardi (8ft) 4, 6, 10, 21, 22, 23, 25, 31, 41, 49, 55, 57, 63, 74, 82, 93, 106, 130, 139, 144, 145, 148, 150, 153, 175, 177, 195, 201, 208, 209, 211, 221, 227, 228, 234, 243, 248, 250, 252, 263, 278, 279, 300, 310, 326, 344, 351, 358, 359, 360, 370, 371, 385, 390, 391, 392, 394, 398, 401, 404, 411, 412, 428, 436, 437, 438, 443, 453, 481, 485, 489, 490, 495, 497, 500, 501, 539, 540, 544, 546, 551, 554, 555, 564, 571, 575, 580, 585, 602, 609, 614, 618, 619, 623, 632, 633, 640, 649, 652, 653, 654, 655, 660, 661, 667, 670, 684, 691, 698, 702, 703, 706, 741 Group 4 Folonari & Bacardi (12ft) 19, 44, 62, 83, 156, 164, 207, 269, 325, 334, 367, 387, 445, 465, 511, 536, 549, 617, 634, 743 Folonari Wine Folonari Category Sign ENG/BIL (Re-order #19P12-FF1) Category Fill Sign (Re-order #19P12-FF3) Folonari Box Signs ENG/BIL (Re-order # 19P12-FF4) Folonari In-section Blade Sign ENG (Re-order #19P12-FF6) / BIL (Re-order #19P12-FF7) Folonari Branded Shelf Talkers ENG (Re-order #19P12-FF10) / BIL (Re-order #19P12-FF11) Bacardi Rum Bacardi Category Sign ENG/BIL (Re-order #19P12-FF2) Category Fill Sign (Re-order #19P12-FF3) Bacardi Box Signs ENG/BIL (Re-order # 19P12-FF5) Bacardi In-section Blade Sign ENG (Re-order #19P12-FF8) / BIL (Re-order #19P12-FF9) Bacardi Branded Shelf Talkers ENG (Re-order #19P12-FF12) / BIL (Re-order #19P12-FF13) Bacardi Perpendicular Shelf Talkers ENG (Re-order #19P12-FF14) / FRE (Re-order #19P12-FF15) 16 Period 12 Advice from the Experts Marketing & Product Guide 17

12 Bacardi Rum SKUs Box Sign Flavours Suggested Mixes Bacardi Banana BANANA FIZZ Mix with Sprite Oakheart Spiced Rum 117 Bacardi Superior 1206 Bacardi Gold Bacardi Black RUM BUCK CUBA LIBRE Mix with Canada Dry Gingerale Mix with Coca Cola N/A Free 6-pack (6 x 222 ml) of Coca Cola, Sprite or Canada Dry Gingerale with the purchase of any of the skus listed above *Value add includes One 6-pack (6 x 222 ml can) of Coca Cola, Sprite or Canada Dry Gingerale per ml bottle of participating Bacardi rum purchased. All Value adds were delivered by Southern Glazer s Representatives at the start of P11. Please contact your Southern Glazer s representative if you run out of the value add during the period. Folonari Wine SKUs Offers Folonari Pinot Grigio ml $1.50 LTO 828 Folonari Valpolicella ml $2.00 LTO Folonari Pinot Noir ml 8 BAM Folonari Pink Pinot Grigio (NEW) ml Folonari Ripasso ml 5 BAM Folonari Soave ml $1.50 LTO Products will be force-allocated to all participating stores. When merchandising the participating products, box signs, and value adds, please display them as portrayed in the planogram (see Images). Install the Blade signs in-section ONLY. Do not install them on Feature Fixture. Install perpendicular shelf talkers and branded shelf talkers in front of the corresponding products on both the Feature Fixture as well as in-section. The box sign with no cocktail MUST be displayed on the shelf (please reference planogram) as it contains legal copy that must be visable to the customer. Please maintain an impactful display throughout the duration of the promotion. In the event of stock out, increase the facings of the best selling for location SKUs from Brand Spotlight Feature. Bacardi In-section Blade Signs + Perpendicular Shelf Talkers Folonari In-section Blade Sign *Please note you MUST install all signage with the Bilingual side of shelf talkers, box signs, category signs and both the English and French versions of the blade signs if you are a bilingual designated store. Group 1 Folonari ONLY 36, 38, 64, 84, 125, 132, 149, 154, 191, 212, 226, 229, 237, 244, 253, 265, 341, 353, 355, 361, 368, 373, 383, 384, 386, , 402, 407, 417, 431, 452, 456, 459, 469, 491, 494, 499, 509, 537, 553, 556, 559, 566, 569, 573, 579, 587, 593, 599, 624, 630, 631, 635, 638, 641, 644, 645, 658, 665, 671, 694, 695, 699, 776 Group 2 Bacardi ONLY 17, 18, 27, 33, 50, 51, 65, 70, 95, 97, 115, 168, 171, 187, 200, 233, 270, 288, 298, 340, 346, 378, 381, 397, 420, 427, 432, 457, 470, 483, 505, 522, 523, 526, 532, 534, 538, 542, 545, 601, 605, 616, 629, 642, 646, 651, 657, 677, 685, 700, Period 12 Advice from the Experts Marketing & Product Guide 19

13 Group 3 Folonari & Bacardi 4, 6, 10, 21, 22, 23, 25, 31, 41, 49, 55, 57, 63, 74, 82, 93, 106, 130, 139, 144, 145, 148, 150, 153, 175, 177, 195, 201, 208, 209, 211, 221, 227, 228, 234, 243, 248, 250, 252, 263, 278, 279, 300, 310, 326, 344, 351, 358, 359, 360, 370, 371, 385, 390, 391, 392, 394, 398, 401, 404, 411, 412, 428, 436, 437, 438, 443, 453, 481, 485, 489, 490, 495, 497, 500, 501, 539, 540, 544, 546, 551, 554, 555, 564, 571, 575, 580, 585, 602, 609, 614, 618, 619, 623, 632, 633, 640, 649, 652, 653, 654, 655, 660, 661, 667, 670, 684, 691, 698, 702, 703, 706, 741 Group 4 Folonari & Bacardi 19, 44, 62, 83, 156, 164, 207, 269, 325, 334, 367, 387, 445, 465, 511, 536, 549, 617, 634, 743 Family Day Long Weekend SUPER SALE February 14 - February 20, 2019 All stores will receive a riser wrap, pole toppers, mini backer card, shelf talkers and pricer cards to build the Block Pile. Participating products will be force allocated to all stores. This is a sold program. Participation is mandatory. Key Dates (February 14 - February 20) All Stores Offers Case Savings Bulleit Bourbon Frontier Whiskey 1140 $4.00 LTO Crown Royal Deluxe 1140 $1.80 LTO The Glenlivet French Oak Reserve 15 Year Old Single Malt Scotch Whisky $10.00 LTO Canadian Club Classic 12 Year Old $3.00 LTO Bowmore 12 Year Old Islay Single Malt Scotch Whisky $7.00 LTO Ketel One Vodka 1140 $5.00 LTO Flor De Caña Añejo Clasico $1.00 LTO Peller Family Vineyards Chardonnay Bag In Box 4000 $5.00 LTO Radio Boka Tempranillo VDT Castilla $2.50 LTO $30.00 on a case of Trapiche Pure Malbec $4.00 LTO $48.00 on a case of 12 Mini Backer Card ENG (Re-order #DMS-19P12-SS1) / BIL (Re-order #DMS-19P12-SS2) Riser Wrap (Re-order #DMS-19P12-SS3) Pricer Cards ENG (Re-order# DMS-19P12-SS4) / BIL (Re-order #DMS-19P12-SS5) Pricer Cards - Case Savings ENG (Re-order# DMS-19P12-SS6) / BIL (Re-order #DMS-19P12-SS7) Shelf Talkers ENG (Re-order# DMS-19P12-SS8) / BIL (Re-order #DMS-19P12-SS9) Bin Ticket Extension ENG (Re-order# DMS-19P12-SS10) / BIL (Re-order #DMS-19P12-SS11) Use the riser wrap, pole topper or mini backer card to build a display with the participating products. Merchandise the Pricer Cards in front of the corresponding products. 20 Period 12 Advice from the Experts Marketing & Product Guide 21

14 Molson & Wiser s NHL Alumni BLOCK PILE Front Back Select stores will create a Block Pile display featuring the Molson Canadian and Wiser s products. The cardboard display will be provided by the supplier, and shipped to stores directly. Pricer Cards will be delivered in a Mailbag, a week prior to the promotion start date. Please order the required products as they will not be force shipped. This is a sold program. Participation is mandatory. Key Dates (February 3 - March 3) 1, 10, 15, 21, 22, 23, 27, 31, 33, 34, 35, 36, 38, 41, 44, 47, 49, 55, 58, 63, 70, 72, 73, 74, 82, 85, 93, 95, 101, 106, 115, 130, 132, 145, 148, 153, 156, 160, 166, 168, 171, 183, 187, 188, 190, 195, 198, 199, 200, 201, 209, 212, 217, 221, 226, 227, 228, 233, 242, 243, 249, 250, 252, 253, 255, 263, 265, 268, 278, 279, 286, 288, 298, 300, 310, 312, 325, 326, 329, 334, 343, 344, 346, 351, 355, 359, 360, 361, 362, 367, 373, 378, 381, 382, 383, 385, 386, 388, 390, 392, 393, 394, 397, 398, 400, 401, 404, 407, 408, 411, 412, 416, 417, 418, 427, 428, 431, 432, 438, 443, 444, 445, 452, 459, 470, 481, 485, 490, 491, 495, 497, 499, 501, 509, 511, 517, 518, 522, 523, 536, 539, 540, 542, 544, 545, 549, 553, 554, 556, 564, 566, 568, 569, 572, 573, 575, 579, 584, 586, 587, 590, 593, 599, 602, 605, 609, 617, 619, 623, 624, 630, 631, 632, 634, 635, 641, 642, 649, 652, 694, 702, 703, 706, 771, 776 Participating Product Offer Molson Canadian 6x473 NHL Tickets Contest* Molson Canadian 6x341 NHL Scarf* Molson Canadian 6x355 $1.00 LTO Alumni Series Wendel Clark Whisky J.P Wiser s Deluxe Whisky 1140 * Molson Canadian 6 x 341 ml - NHL Scarf Collect 1 of 6 scarves with the purchase of of Molson Canadian 6 x 341 ml Bottles. Scarves will delivered by the agent to all participating stores. * Molson Canadian 6 x 473 ml - NHL Tickets Contest Pick up an NHL, Maple Leafs or Ottawa Senators branded shrink wrapped sixpack for a chance to win two tickets to a regular season game. Enter Online by June 27th. Transportation and accommodation are not included as part of the prize. Printed Corrugate Structure (Re-order # DMS-19P12-DP1) Pricer Cards (Re-order # DMS-19P12-DP2) The display along with the Collectable Scarves will be delivered a week prior to the promotion start date. Agents will replenish the value add based on need. Place the corrugate structure near the front of the store or near the beer cold room, and merchandise the Molson Canadian and Wiser s products around the base. Merchandise the Pricer Cards in front of the corresponding products. 2x x x x (Back) Signage 2x x x x (Front) 22 Period 12 Advice from the Experts Marketing & Product Guide 23

15 Brand Spotlight FRONT NESTING TABLE 7Ft Nesting Table Planogram (For stores that have end tables) Flexing Table Displays: Our table planograms are designed with the minimum SKU quantity for each table. This gives you the flexibility to increase the depth of the product to drive volume specific to your sales. During Period 12, this fixture features indulgent ways to serve up Baileys for everyday occasions. This is a sold program. Participation is mandatory. Key Dates (February 3 - March 2) 1, 4, 10, 21, 22, 23, 31, 35, 38, 41, 51, 55, 74, 82, 83, 102, 115, 130, 148, 149, 150, 156, 164, 177, 187, 198, 212, 217, 227, 243, 248, 250, 253, 263, 265, 269, 279, 287, 298, 310, 325, 326, 329, 334, 346, 351, 355, 359, 367, 371, 373, 378, 385, 390, 391, 392, 393, 394, 398, 401, 404, 411, 412, 416, 417, 428, 436, 437, 438, 445, 453, 459, 485, 486, 489, 490, 495, 497, 499, 500, 501, 522, 523, 528, 542, 545, 554, 556, 573, 575, 579, 580, 584, 585, 587, 590, 602, 618, 619, 623, 624, 627, 631, 632, 633, 640, 641, 643, 649, 652, 653, 655, 661, 667, 670, 698, 699, 702, 741, 771 Nesting Table End Aisle (following stores uses an end aisle, instead of a table for this program) 98, 208, 358, 370, 483, 496, 529, 684, 691, 743 Offers 5959 Baileys Irish Cream Baileys Salted Caramel Baileys Strawberries & Cream Baileys Chocolate Cherry Baileys Irish Cream Liquor Baileys Almande $1.00 LTO Baileys Vanilla Cinnamon $1.00 LTO Baileys Irish Cream 1 $3.00 LTO Enhanced Table Sign Large English (Re-order #DMS-19P12-FNT1) Enhanced Table Sign Large Bilingual (Re-order #DMS-19P12-FNT2) Enhanced Table Sign Small English (Re-order #DMS-19P12-FNT3) Enhanced Table Sign Small Bilingual (Re-order #DMS-19P12-FNT4) Box Signs Eng (Re-order #DMS-19P12-FNT8) / Bil (Re-order #DMS-19P12-FNT9) Shelf Talkers English (Re-order #DMS-19P12-FNT5) Shelf Talkers Bilingual (Re-order #DMS-19P12-FNT6) Backer Card Winning Stores (Re-order #DMS-19P12-FNT7) Blade Sign Eng (Re-order #DMS-19P12-FNT10) / Bil (Re-order #DMS-19P12-FNT11) Products will be force-allocated to all participating stores. Merchandise the participating products according to the planogram. Install enhanced table sign, box signs and end aisle backer card. Install pre-printed shelf talkers in front of each of the participating products and in section. Blade signs are to be merchandised in section with the participating products. Maintain a full display for the duration of the promotion. Nesting Table End Aisle 24 Period 12 Advice from the Experts Marketing & Product Guide 25 4x x1 Box Sign 4x x x x x x Signage 3x x x x x x x x Ft Nesting Table Planogram (For stores that do not have end tables) 4x x1 Box Sign 4x x1 Box Sign 4x x x x x Signage 3x x x x x x x x x x1 Box Sign 4x

16 5Ft Nesting Table Planogram (For stores that have end tables) Flexing Table Displays: Our table planograms are designed with the minimum SKU quantity for each table. This gives you the flexibility to increase the depth of the product to drive volume specific to your sales. Brand Spotlight MIDDLE NESTING TABLE (formerly known as Food & Drink) 4x x1 Box Sign 3x x x x x Signage 3x x x Ft Nesting Table Planogram (For stores that do not have end tables) 4x x x x1 Box Sign 3x x1 Box Sign 3x4 3x x x Signage 3x x x x1 Box Sign 4x During this promotion, participating stores will merchandise Masi products on the Middle Nesting Table. Discover why Masi is the perfect pairing for your family dinner and get-together. All participating stores will receive large or small table signs, side box signs, and preprinted shelf talkers. This is a sold program. Participation is mandatory. Key Dates (February 3 - March 2) 10, 15, 17, 21, 22, 25, 31, 38, 41, 44, 51, 55, 65, 74, 82, 115, 130, 148, 149, 156, 164, 171, 187, 191, 195, 198, 209, 211, 217, 221, 226, 227, 228, 233, 248, 250, 252, 253, 263, 279, 288, 298, 300, 310, 326, 329, 334, 344, 346, 351, 355, 359, 361, 373, 378, 381, 383, 390, 391, 394, 397, 401, 404, 407, 411, 412, 427, 436, 437, 438, 443, 445, 457, 459, 470, 481, 485, 486, 490, 491, 497, 500, 522, 523, 536, 542, 551, 554, 566, 569, 575, 579, 580, 585, 587, 590, 602, 605, 609, 618, 619, 623, 624, 627, 630, 631, 633, 634, 640, 643, 649, 652, 653, 655, 658, 661, 670, 694, 698, 699, 700, 703, 706, 741, 776 Offers Masi Campofiorin $3.00 LTO Masi Costasera Amarone Classico DOCG $4.00 LTO Masi Passo Doble (Argentina) $2.00 LTO Masianco Pinot Grigio Masi Brolo Campofiorin Oro Ripasso 2014 (Vintages Release: February 2nd)* Masi Modello Prosecco (Vintages Release: February 2nd)* *When Vintages SKUs ( Masi Brolo Campofiorin Oro Ripasso 2014 & Masi Modello Prosecco) sell out, stores should increase the facings of the best selling for location SKU from the Brand Spotlight Feature. Shelf Talkers ENG (Re-order# DMS-19P12-MNT1) / BIL (Re-order# DMS-19P12-MNT2) Enhanced Table Sign Large ENG (Re-order# DMS-19P12-MNT3) / BIL (Re-order# DMS-19P12-MNT4) Enhanced Table Sign Small ENG (Re-order# DMS-19P12-MNT5) / BIL (Re-order# DMS-19P12-MNT6) Side Box Signs ENG (Re-order# DMS-19P12-MNT10) / BIL (Re-order# DMS-19P12-MNT11) Products will be force-allocated to all participating stores. Please review your floor plan and ensure the fixture is in the middle of power aisle. Merchandise the participating products according to the planogram. Install pre-printed shelf talkers in front of each of the participating products. Maintain a full display for the duration of the promotion. 3x x4 3x NOTE: Flexing Table Displays: Our table planograms are designed with the minimum SKU quantity for each table. This gives you the flexibility to increase the depth of the product to drive volume specific to your sales. 26 Period 12 Advice from the Experts Marketing & Product Guide 27

17 Brand Spotlight CELEBRATION FIXTURE 3x x1 Box Sign 4x x x x Front & Back 5x x Signage 6x x x x x x x1 Box Sign 3x Key Dates (February 3 - March 2) During this promotion, participating stores will merchandise Masi products on the Celebration Fixture. All participating stores will receive a drum sign and pre-printed shelf talkers. Participation is mandatory. 1, 4, 83, 102, 150, 177, 243, 371, 385, 398, 489, 501, 632, 702 Offers Masi Campofiorin $3.00 LTO Masi Costasera Amarone Classico DOCG $4.00 LTO Masi Passo Doble (Argentina) $2.00 LTO Masianco Pinot Grigio Masi Brolo Campofiorin Oro Ripasso 2014 (Vintages Release: February 2nd)* Masi Modello Prosecco (Vintages Release: February 2nd)* *When Vintages SKUs ( Masi Brolo Campofiorin Oro Ripasso 2014 & Masi Modello Prosecco) sell out, stores should increase the facings of the best selling for location SKU from the Brand Spotlight Feature. Drum Sign ENG (Re-order# DMS-19P12-MNT7) BIL (Re-order# DMS-19P12-MNT8) Bin Strip (Re-order # DMS-19P12-MNT9) Products will be force-allocated to all participating stores. Please review your floor plan and ensure the fixture is in the middle of power aisle. Merchandise the participating products according to the planogram. Install pre-printed shelf talkers in front of each participating products. Install the drum sign. Maintain a full display for the duration of the promotion. Front & Back 28 Period 12 Advice from the Experts Marketing & Product Guide 29

18 A-FRAME FIXTURE Cocktail of the Month During P12, we will utilize the accessories A-Frame to highlight the Cocktail of the Month. A-frame stores will receive an A-frame sign to support the program using this fixture. Stores participating with a cut-case display will merchandise the featured products using a cut-case backer card, riser wrap, pricer card and shelf talkers (for in-section). This is a sold program. Participation is mandatory. Key Dates (February 3 - March 2) A-Frame 4, 10, 23, 31, 36, 55, 65, 74, 82, 83, 93, 95, 106, 115, 130, 145, 148, 150, 164, 171, 177, 187, 195, 198, 200, 208, 209, 221, 228, 233, 243, 252, 263, 279, 288, 298, 300, 325, 326, 329, 334, 344, 346, 351, 355, 358, 359, 360, 367, 370, 371, 373, 381, 383, 385, 386, 390, 392, 394, 397, 407, 412, 416, 428, 431, 432, 437, 438, 443, 445, 452, 470, 481, 485, 486, 489, 490, 495, 497, 501, 505, 536, 540, 544, 549, 556, 566, 569, 575, 584, 587, 590, 593, 602, 605, 609, 616, 617, 619, 623, 627, 630, 631, 632, 634, 640, 641, 691, 694, 698, 703, 706, 743, 776 Cut-Case 1, 15, 21, 22, 27, 33, 34, 35, 38, 44, 47, 49, 50, 58, 63, 70, 72, 73, 80, 85, 97, 101, 102, 132, 153, 160, 166, 188, 190, 199, 201, 217, 226, 242, 248, 249, 253, 255, 266, 268, 286, 310, 311, 312, 361, 362, 378, 382, 388, 393, 398, 400, 401, 408, 417, 427, 444, 459, 475, 491, 499, 511, 517, 518, 522, 523, 539, 542, 545, 553, 564, 568, 572, 573, 586, 624, 635, 642, 702, 771 Offers Rumchata Rumchata Rum Cream Liquor 1140 $4.00 LTO Rumchata Cream Liqueur 375 COM Cut-Case Backer Card ENG (Re-order # DMS-19P12-AF1) / BIL (Re-order # DMS-19P12-AF2) Pricer Cards ENG (Re-order # DMS-19P12-AF3) / BIL (Re-order # DMS-19P12-AF4) Shelf Talkers EENG (Re-order # DMS-19P12-AF5) / BIL (Re-order # DMS-19P12-AF6) A-Frame Sign ENG (Re-order # DMS-19P12-AF7) / BIL (Re-order # DMS-19P12-AF8) Perpendicular Shelf Talkers ENG (Re-order # DMS-19P12-AF9) / BIL (Re-order # DMS-19P12-AF10) A-Frame Display Products will be force-allocated to all participating stores. Ensure the fixture is by the entrance of your store. Merchandise the participating products according to the planogram. Install the fixture sign on top of the A-frame fixture. Install pre-printed shelf talkers in front of the corresponding products in-section. Install the Cocktail of the Month Perpendicular STs on the A-frame and in-section using a perpendicular shelf clip (PSTC201404). Cut-Case Display Products will be force-allocated to all participating stores. Use the cut-case mini backer card and riser wrap to build a display (near the front of the store) with the participating products. Install perpendicular shelf talkers and pre-printed shelf talkers in front of the corresponding products in-section. Merchandise the Pricer Cards in front of the corresponding products. A-Frame Cocktail of the Month Perpendicular STs Blockpile 30 Period 12 Advice from the Experts Marketing & Product Guide 31

19 MINI THEMATIC Spirits & Wines This is a sold program. Participation is mandatory. Key Dates (February 3 - March 2) This is a supplier paid program and stores must merchandise all participating SKUs listed below on the Mini Thematic Promotional Fixture Ends. Spirits Mini Thematic A "An Every Day Indulgence" Shelf Position LCBO# Product Description Size (ml) Offers Cabot Trail Maple Cream $2.00 LTO Top BOX SIGN AN EVERY DAY INDULGENCE Magnum Scotch Malt Whisky Cream Liqueur 10 BAM Wayne Gretzky Cream Whisky $3.00 LTO Middle Baileys Salted Caramel Forty Creek Cream Liquor $2.50 LTO PJ's Original Cream (Panama Jack's) Tia Maria $2.00 LTO Bottom Wolfhead Distillery Blended Coffee Liqueur Kahlua Coffee Flavoured Liqueur Merchandise participating products according to the planogram. Install category sign. Install preprinted shelf talkers in front of each participating product on the display and in section. There will be one box sign that should be merchandised in the middle of the top shelf. Please refer to the planogram. If a store is bringing in additional inventory to support the program, the 1 in/1 out rule does not apply during the promotional periods. The Promotional Fixtures must be fully merchandised at all times. If a store decides to list a featured product AFTER the promotional Period has concluded, the 1 in/1 out rule does apply. 1, 4, 5, 10, 14, 15, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 47, 50, 51, 55, 60, 62, 63, 64, 65, 68, 72, 74, 79, 82, 83, 90, 93, 95, 97, 102, 106, 115, 125, 130, 132, 139, 140, 143, 145, 148, 149, 150, 153, 154, 155, 156,164, 168, 171, 179, 182, 187, 188, 190, 191, 192, 195, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 221, 226, 227, 228, 233, 237, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 310, 311, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 355, 359, 360, 361, 362, 366, 367, 370, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 404, 407, 411, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 436, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 485, 486, 489, 490, 491, 494, 495, 497, 499, 500, 501, 505, 509, 511, 518, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 585, 586, 587, 590, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 639, 640, 641, 643, 644, 649, 652, 653, 654, 655, 658, 660, 661, 667, 670, 694, 698, 699, 700, 702, 703, 706, 741, 771, 776 Promo Fixture Sign Long (Re-order # DMS-19P12-MTA11) Short (Re-order # DMS-19P12-MTA12) Shelf talkers ENG (Re-order # DMS-19P12-MTA13) BIL (Re-order # DMS-19P12-MTA14) Box Sign (Re-order # DMS-19P12-MTA15) Transparency ENG (Re-order # DMS-19P12-MTA16) BIL (Re-order # DMS-19P12-MTA17) Wines Mini Thematic B "California Classics" LCBO# Product Description Size (ml) Offers Smoking Loon Cabernet Sauvignon $2.00 LTO Sterling Vintner's Cabernet Sauvignon $2.00 LTO Pepperwood Grove Old Vine Zinfandel $2.00 LTO Robert Mondavi Private Selection Bourbon Barrel Cabernet Sauvignon $3.00 LTO Gnarly Head Chardonnay $2.00 LTO Three Thieves Cabernet Sauvignon $2.00 LTO Canyon Road Cabernet Sauvignon $1.00 LTO Josh Cellars Chardonnay $2.00 LTO Carnivor Zinfandel $2.00 LTO Merchandise participating products according to the planogram. Install category sign and merchandise preprinted shelf talkers in front of each participating product. There will be one box sign that should be merchandised in the middle of the top shelf. Please refer to the planogram. Promo Fixture Sign Short (Re-order # DMS-19P12-MTB1) Long (Re-order # DMS-19P12-MTB2) Shelf talkers ENG (Re-order # DMS-19P12-MTB3) BIL (Re-order # DMS-19P12-MTB4) Box Sign (Re-order # DMS-19P12-MTB5) Backer Card - Winning Stores (Re-order # DMS-19P12-MTB6) Transparency - Winning Stores ENG (Re-order # DMS-19P12-MTB7) BIL (Re-order # DMS-19P12-MTB8) Perpendicular Shelf Talker ENG (Re-order # DMS-19P12-MTB9) BIL (Re-order # DMS-19P12-MTB10) Mini Thematic Promotional End Backer Card End Aisle NOTE: Do not merchandise the box sign if you have a Backer Card End Aisle. 32 Period 12 Advice from the Experts Marketing & Product Guide 33

20 Wine and Spirits SPECIAL PROMOTIONS FIXTURES Currently, most stores have the Special Promotions Fixtures located in front of cash registers. Stores should maintain Special Promotions Fixtures in front of cash registers. The Spirits Fixture will be merchandising 375 ml spirits products, and the Wine Fixture will hold 375 ml wine products. NEW Signage will remain in place until further notice. ACTION: If you haven t already done so, the Special Promotions Fixtures must be MOVED to the front of your store by the Cash Registers. Key Dates (February 3 - March 2) 1, 4, 10, 15, 17, 21, 22, 23, 25, 31, 34, 35, 36, 38, 41, 44, 51, 55, 65, 74, 82, 83, 102, 106, 115, 130, 132, 145, 148, 149, 150, 156, 164, 168, 171, 177, 187, 191, 195, 198, 209, 211, 212, 221, 226, 227, 228, 233, 243, 250, 252, 253, 263, 265, 279, 287, 288, 298, 300, 310, 325, 326, 329, 334, 344, 346, 351, 355, 359, 360, 361, 367, 371, 373, 378, 381, 383, 385, 390, 391, 393, 394, 397, 398, 401, 404, 407, 411, 412, 416, 427, 428, 432, 436, 437, 438, 443, 445, 452, 457, 459, 470, 481, 485, 489, 490, 491, 497, 499, 500, 501, 505, 522, 523, 528, 534, 536, 542, 544, 545, 546, 551, 554, 555, 566, 569, 575, 579, 580, 584, 585, 587, 590, 601, 602, 605, 609, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 640, 641, 643, 649, 652, 653, 655, 658, 661, 667, 670, 691, 694, 698, 699, 700, 702, 703, 706, 741 Please note that stores are not required to list product(s) that they do not already carry to support this program. Please select wines and spirits from the lists provided that are already listed in your store. Please remove the recipe metal holder and store it in a safe place for future use. During the promotional period, if your store sells through a participating product(s), we recommend that you select an alternate product from the list to replace on the fixture for the duration of the period. Signage will remain in place until further notice. NOTE: Stores should merchandise 250 ml cans on the Front End Merchandiser and 375 ml bottles on the Special Promotions Fixture for the duration of P Spirits Impulse Overview Beginning in P11 and onward, we are repurposing our Cocktail of the Month fixture to become the Small format/trial size Spirits fixture as a destination point for customers in discovering small format options. This fixture will focus on merchandising a core assortment of eight (8) 375 ml spirit products and eight (8) additional discretionary skus. When choosing the 8 additional discretionary skus prioritize any new skus in this count. This fixture holds 16 skus in total. The full list of 375 ml format skus are on the P12 Worksheets online. The discretionary products will not count against your planogrammed sku counts and are to be considered over and above. The core skus below are to remain constant throughout each period. Any changes to the core assortment will be communicated. Core SKUs St Remy Brandy Baileys Irish Cream Captain Morgan Spiced Rum Bacardi Superior (P.E.T) Absolut Vodka Smirnoff Vodka Crown Royal J.P. Wiser's Deluxe 375 Spirits Poster Sign (Re-order # 19-SmallFormat-SpiritPosterB) Spirits Drum Sign ENG (Re-order # 19-SmallFormat-SpiritDrumE) / BIL (Re-order # 19-SmallFormat-SpiritDrumB) Shelf Talkers ENG (Re-order # 19P11-SF-001) / ENG (Re-order # 19P11-SF-002) trial-sized SPIRITS en format d essai SP Front 34 Period 12 Advice from the Experts Marketing & Product Guide 35

21 Wine Impulse Overview It is recommended that stores do not double merchandise any 375 ml wines on the special promotions fixture and the Front End Merchandiser, in order to reduce excess inventory at store level. Period 12 WINES FLEX SPACE Santa Carolina Reserva Cabernet Sauvignon Santa Carolina Chardonnayw Casillero del Diablo Reserva Sauvignon Blanc Wolf Blass Yellow Label Cabernet Sauvignon Folonari Valpolicella Classico DOC Masi Campofiorin IGT Voga Pinot Grigio IGT Martini & Rossi Asti 375 Stores are to select 8 products to be merchandised on the back side of the fixture (Store discretion) : Veuve Clicquot Brut Champagne Villa Sandi Prosecco DOC Moet & Chandon Brut Imperial Trapiche Pure Malbec Henkell Trocken Wolf Blass Yellow Label Chardonnay Villa Maria Private Bin Sauvignon Blanc Château des Charmes Cabernet Merlot VQA Masi Costasera Amarone Classico DOC Wyndham Estate Bin 555 Shiraz Latour Pinot Noir 375 small-format WINES bouteilles VINS en petites Wine Poster Sign (Re-order # 19-SmallFormat-WinePosterB) Wine Drum Sign ENG (Re-order # 19-SmallFormat-WineDrumE) / BIL (Re-order # 19-SmallFormat-WineDrumB) Shelf Talkers ENG (Re-order # 19P11-SF-001) / ENG (Re-order # 19P11-SF-002) Front Flex Space is a dedicated display space in the Wines section that draws customers attention to featured products (e.g. new arrivals, LTOs, label changes, vintages essentials, etc.), and creates an engaging shopping experience. A handful of stores have been trying this new merchandising strategy, which resulted in the increase sales of the featured products. 1, 4, 10, 15, 17, 21, 22, 23, 31, 35, 38, 41, 44, 51, 55, 64, 65, 74, 82, 83, 102, 115, 130, 149, 150, 156, 164, 168, 171, 187, 191, 195, 198, 209, 211, 217, 221, 226, 227, 228, 233, 243, 250, 252, 253, 263, 265, 279, 287, 288, 298, 300, 310, 326, 329, 334, 344, 346, 351, 355, 359, 360, 361, 367, 371, 373, 378, 381, 383, 385, 390, 391, 393, 394, 397, 398, 401, 404, 407, 411, 412, 416, 417, 427, 436, 437, 438, 443, 445, 459, 470, 481, 485, 486, 489, 490, 491, 495, 497, 500, 522, 523, 528, 536, 542, 544, 545, 551, 554, 555, 556, 566, 569, 573, 575, 579, 580, 585, 587, 590, 602, 605, 609, 618, 619, 623, 624, 627, 630, 631, 632, 633, 634, 640, 641, 643, 649, 652, 653, 655, 658, 661, 670, 694, 698, 699, 702, 703, 706, 741, 776 For the duration of P12 Advice from the Experts, Wine Flex Space Displays will merchandise LTO & BAM products. 1. Sparkling section merchandised with Sparkling products 2. USA/Australia section merchandised with New World products 3. Italy/SE Europe section merchandised with Old World products Each store has three Flex Space Sections: Sparkling, USA/Australia, and Italy/SE Europe. Each section is merchandised within the natural flow of shelf breaks, making it easy to maintain. Use the list of skus provided to select the products your store will merchandise in each flex space. Only select skus that are in your current assortment. Please refer to the attached planoguide for product placement. Negative space has been left in the planoguide to reduce the level of inventory being ordered to merchandise these sections. 36 Period 12 Advice from the Experts Marketing & Product Guide 37

22 R - LE A PO - LE A FO LE AC Sparkling Flex Space Planoguide SIGNAGE Old World Italy/SE Europe Flex Space Planoguide SIGNAGE SPAIN/PORTUGAL - FLEX SPACE SPARKLING - FLEX SPACE Planoguide (for reference only) Planoguide (for reference only) NOTE: A 5 tier wall should feature a maximum of 6 products waterfalled, similarly to the above planoguide. Suggested Products to Merchandise (based on your current store s assortment) Mionetto Prestige Prosecco Brut DOC Treviso Zonin Prosecco Brut 1821 DOC Bottega Petalo Il Vino Dell'Amore Moscato Voga Sparkling Rose Of Pinot Grigio Bottega Vino Dei Poeti Prosecco DOC NOTE: A 3 tier gondola should feature a maximum of 3 products waterfalled over 3 shelves. Suggested Products to Merchandise (based on your current store s assortment) LCBO# Description Size (ml) Chateau Timberlay Bordeaux Superieur AOC Georges Duboeuf Beaujolais-Villages Laurent Miquel Pere et Fils Merlot Pays d'oc IGP Louis Bernard CdRhone White AOC Loosen Up Riesling Frescobaldi Remole Toscana IGT Umberto Cesari Liano Sangiovese/Cabernet Sauvignon Montresor Amarone Della Valpolicella DOC Cavallina Nero D'Avola Shz Terre Sicilane IGT Giorgio & Gianni Angel Nero D'Avola Organic Sicilane IGT Doppio Passo Botter Primitivo Salento IGT Cesari Mara Valpolicella Ripasso Superiore DOC Salcheto Riserva Vino Nobile di Montepulciano Straccali Chianti DOCG Umberto Cesari Iove Rosso IGT Villa Annaberta Jairo Rosso Venezie IGT Lignum Vitis Frappato Shiraz IGT Sicily Allegrini Palazzo della Torre Silk & Spice Red Vicente Faria Animus Douro DO Alianca Terra Boa Vinho Tinto Old Vines Radio Boka Tempranillo VdEspana BIB 3000 New World Australia Flex Space Planoguide SIGNAGE SIGNAGE New World USA Flex Space Planoguide CALIFORNIA FLEX SPACE AUSTRALIA - FLEX SPACE Planoguide (for reference only) Planoguide (for reference only) Suggested Products to Merchandise (based on your current store s assortment) Food Truck Wines Chardonnay Hardys Brave New World Shiraz Black Angove Organic Shiraz Yellow Tail Cabernet Sauvignon Yellow Tail Merlot Two Hands Gnarly Dudes Shiraz NOTE: A 3 tier gondola should feature a maximum of 3 products waterfalled over 3 shelves. Suggested Products to Merchandise (based on your current store s assortment) LCBO# Description Size (ml) Raymond Family Classic Cabernet Sauvignon Columbia Crest Grand Estates Cabernet Sauvignon Beringer Napa Valley Chardonnay Bonterra Chardonnay Rodney Strong Knights Valley Cabernet Sauvignon Beringer Brothers Bourbon Barrel Red Blend Stone Cellars Cabernet Sauvignon Liberty School Cabernet Sauvignon NOTE: A 5 tier wall should feature a maximum of 6 products waterfalled, similarly to the above planoguide. 38 Period 12 Advice from the Experts Marketing & Product Guide 39

23 Valentine s Day MERCHANDISING SIGNAGE Gifting YEAR ROUND SIGNAGE The Valentine s Day Merchandising Tool Kit signage will be forced shipped to all stores. Key Dates (January 28 - February 15) Sold End Aisle Stores will receive: Kit #1 (Re-order # DMS-19P12-GFT1) End Aisle Backer Card Mini Backer Cards Blank Pricer Cards Riser Wrap End Aisle Backer Card Mini Backer Card Generic Pricer Card Riser Wrap All other stores & Agency Stores will receive: Kit #2 (Re-order # DMS-19P12-GFT2) Mini Backer Cards Blank Pricer Cards Please merchandise the options below to display your Valentine s Day products (Store Manager s discretion). HOW TO MERCHANDISE Gift Packaging Floor Merchandiser (Wood) ACTION: Continue to display the Year Round Packaging and Sign Insert. The Vintages year round packaging and sign insert will remain as is. Please note that the Year-Round Gift Boxes WILL NOT be allocated to you. Please order from your supplying warehouse. Signage Re-order Codes Additional sign inserts may be ordered through hellolcbo. Wooden Gift Packaging Insert Sign Re-Order # ENG (Re-order# GFT120) / BIL (Re-order# GFT120-B) SIDE A & B The following Year round gift packaging items will be merchandised on this fixture: LCBO# Component Case Pack Retail LCBO Gift Card Presenters per design LCBO Gift Cards per design Rigid 1 Bottle Box 24 $ Rigid 2 Bottle Box 12 $ Year-Round 95 Bag 75 $ Year-Round 1 Bottle Folding Box 24 $ Year-Round 2 Bottle Folding Box 12 $3.50 } } Mini Backer Card Please set up cut case display(s) using the provided signage. Sign with generic pricer card. End Aisle Backer Card Please select a discretionary end to merchandise your Valentine s Day products. 40 Period 12 Advice from the Experts Marketing & Product Guide 41

24 SIDE C The following Vintages gift packaging items will be merchandised on this fixture: LCBO# Component Case Pack Retail Generic Vintages Gift Card Generic Vintages Gift Card Carrier } Vintages 95c (2v) 100 $ Vintages Single Bottle Gift Box 24 $ Vintages Double Bottle Gift Box 12 $3.50 ACTION: Continue to merchandise the Vintages year round packaging and Vintages Sign Insert. Please note that the Year-Round Gift Boxes WILL NOT be allocated to you. Please order from your supplying warehouse. Signage Re-order Codes Additional sign inserts may be ordered through hellolcbo. Wooden Gift Packaging Insert Sign Re-Order # ENG (Re-order# GFT120) BIL (Re-order# GFT120-B) SIDE D The following Vintages gift packaging items will be merchandised on this fixture: LCBO# Component Case Retail Pack Vintages Wooden Box - 1 bottle 12 $ Vintages Wooden Box - 2 bottle 6 $ Vintages Wooden Box - 3 bottle 4 $14.95 } HOW TO MERCHANDISE Gift Packaging Floor Merchandiser (Metal) The following Year round gift packaging items will be merchandised on this fixture: LCBO# Component Case Pack Retail Year-Round Folding 1 Bottle Box 24 $ Year-Round Folding 2 Bottle Box 12 $3.50 Continue to merchandise the Year Round Signage and Sign Insert on this fixture. Place the merchandiser in a prominent, high-traffic location near the front of the store. Please continue to replenish throughout Period 12. REMINDER: Please note that the Year-Round gift packaging will not be force shipped. Stores are responsible for ordering gift packaging items depending on individual retail sell through. Boxes are ordered through supplying warehouse. Signage Re-order Codes Additional sign inserts may be ordered through hellolcbo LCBO Sign (Re-order #GFT-117) Vintages Sign (Re-order #GFT-118) Year Round 1 Btl Foldable Boxes LCBO# Year Round 2 Btls Foldable Boxes LCBO# Vintages Single Bottle Gift Box LCBO# Vintages Double Bottle Gift Box LCBO# Metal Gift Packaging Merchandiser (LCBO) Metal Gift Packaging Merchandiser (Vintages) 42 Period 12 Advice from the Experts Marketing & Product Guide 43

25 HOW TO MERCHANDISE LCBO 95 Gift Bags Year Round 95c Bags will be merchandised in three (3) areas: Cash Ends End Aisles Wooden Gift Packaging Fixtures All stores received the Year Round 95c Bag Hot Buttons that are to be installed at each Year Round 95c Bag merchandising location in the store. Replacement signs and clips can be ordered from hellolcbo Description Reorder # Year-Round 95 Bag Hot Button Signs DMS-GFT Bag Hot Button Sign Clip NIHK102 Stores in FLS designated areas MUST display the bilingual side of the sign. HOW TO MERCHANDISE Vintages 95 Gift Bags Vintages 95c Bags will be merchandised in three (3) areas: Cash Ends End Aisles Wooden Gift Packaging Fixtures Participating stores received the Vintages 95c Bag Hot Buttons that are to be installed at each Vintages 95c Bag merchandising location in the store. Replacement signs and clips can be ordered from hellolcbo Description Reorder # 95 Bag Hot Button Signs DMS-VintageHotButton 95 Bag Hot Button Sign Clip NIHK102 Stores in FLS designated areas MUST display the bilingual side of the sign. 44 Period 12 Advice from the Experts Marketing & Product Guide 45

26 HOW TO MERCHANDISE LCBO Gift Cards The Holiday themed Gift Cards and Presenters were replaced with the Year-Round Gift Cards and Presenters at the start of Period 11. There will be no forced allocation this year as stores have sufficient inventory on-hand. If you do require more, please reach out to HelloLCBO. Please replace your Acrylic and Wooden Gift Packaging Merchandisers with Year-Round Gift Cards and Presenters. Small Gift Card Merchandiser Remove and recycle the holiday insert signs and install the year round insert signs into the merchandisers. Signage Re-order Codes Additional sign inserts may be ordered through hellolcbo Small Gift Card Merchandiser Insert Sign: ENG / BIL (Re-order #DMS-GFT-108) Stores in FLS designated areas MUST display the bilingual side of the sign. Large Gift Card Merchandiser Remove and recycle the holiday insert signs and install the year round insert signs into the merchandisers. Signage Re-order Codes Additional sign inserts may be ordered through hellolcbo Large Gift Card Merchandiser Insert Sign: ENG / BIL (Re-order #DMS-GFT 113) Stores in FLS designated areas MUST display the bilingual side of the sign. Period 12 END AISLES Winning Stores: 4, 21, 35, 83, 98, 102, 150, 164, 243, 358, 370, 398, 489, 623, 632, 639, 684, 702, 743 The above Winning Stores were specially selected to pioneer LCBO s new merchandising strategy. These stores' end aisles are organized by Category Zones, instead of end aisle numbers. Please follow the end aisle product list below to identify the end aisles your store will be participating in this period. Mini Thematic Program End Aisle #1 18 Heineken Lager 6 x Czechvar Premium Lager Mill Street Original Organic Lager Bud Light 6 x Budweiser 6 x Samuel Adams Boston Lager Miller Lite 6 x 473 The winning stores above are to merchandise End Aisle #1 Beer SKUs on their Front End Merchandisers. FEM #1 FEM #2 FEM #3 46 Period 12 Advice from the Experts Marketing & Product Guide 47

27 End Aisle #2 (Winning Store is End Aisle W1) End Aisle #3 (Winning Store is End Aisle S1) End Aisle #4 (Winning Store is End Aisle W2) Canadian Club Premium Canadian Club Classic 12 Year Old Canadian Club 100% Rye Gabbiano Chianti Docg (V) Merlot Los Osos (J Lohr) (V) Riverstone Chardonnay (J.Lohr) (V) Cabernet Sauvignon Seven Oaks (J.Lohr) XOXO Pinot Grigio/ Chardonnay Yellow Tail Shiraz End Aisle #5 (Winning Store is End Aisle S2) End Aisle #6 (Winning Store is End Aisle W3) Smirnoff Green Apple Flavoured Vodka Smirnoff Raspberry Flavoured Vodka Smirnoff Vanilla Flavoured Vodka End Aisle #7 (Winning Store is End Aisle W4) Perle D'Aurore Rose Cremant Bourg (L.Bouillot) (V )Cote Des Roses Rose Languedoc (Gerard Bertrand Kim Crawford Rose (Constellation Nz) (V) Cathedral Cellars Cab Sauv Paarl (Kwv) (V) Les Sinards Chateauneuf (Perrin & Fils) (V) Shiraz Estate Clare Valley (Wakefield) 48 Period 12 Advice from the Experts Marketing & Product Guide 49

28 End Aisle #8 (Winning Store is End Aisle S3) Southern Comfort Southern Comfort End Aisle #11 (Winning Store is End Aisle S5) Alberta Pure Vodka (P.E.T) Alberta Pure Vodka (P.E.T) Southern Comfort Alberta Pure Vodka 1140 End Aisle #9 (Winning Store is End Aisle S4) End Aisle #10 (Winning Store is End Aisle W5) Ketel One Ketel One Vodka Ketel One Citroen (V) Bourgogne Pinot Noir (Jadot) Pinot Noir G Marquis Slvr Ln Stone Rd (V)Pinot Noir La Crema Sonoma Coast (Jackson) End Aisle #12 (Winning Store is End Aisle S6) End Aisle #13 (Winning Store is End Aisle S7) Sauza Gold Tequila Sauza Hornitos Reposado Tequila Sauza Silver Gibson's Finest Rare 12 Years Old Gibson's Finest Sterling Edition Whisky Gibson's Finest Bold 8 YO 50 Period 12 Advice from the Experts Marketing & Product Guide 51

29 End Aisle #14 (Winning Store is End Aisle W6) End Aisle #15 (Winning Store is End Aisle B2) End Aisle #16 (Winning Store is End Aisle S8) Collavini Pinot Grigio Alexander Keiths IPA 6 x Mill Street Org Lager 6 x Budweiser Jackson-Triggs Reserve Merlot VQA Lindemans Bin 85 Pinot Grigio Forty Creek Copper Pot Reserve Forty Creek Copper Pot Reserve Whisky Forty Creek Copper Pot Reserve End Aisle #17 (Winning Store is End Aisle S9) End Aisle #18 (Winning Store is End Aisle S9) Captain Morgan Black Spiced Rum Captain Morgan Original Spiced Rum (P.E.T) Captain Morgan Original Spiced Rum Russian Standard Vodka Russian Standard Vodka* Russian Standard Platinum Vodka *Russian Standard 1 ml has a RTD Value Add that will be rep applied and affixed to the bottle neck in a clear box. Value Add 52 Period 12 Advice from the Experts Marketing & Product Guide 53

30 End Aisle #19 (Winning Store is End Aisle W7) End Aisle #20 (Winning Store is End Aisle B2) Zonin Valpolicella Ripasso Superiore Doc Chateau Des Charmes Cabernet Sauvignon VQA Cono Sur Cabernet Sauv Carmenere Syrah Organic Coors Banquet 6 x Tiger Beer Miller Genuine Draught - Now Domestic From Tbs 6 x 355 The Cold Room SPIRITS DISPLAY The Cold Room Spirits Display program will provide Spirits display space in high-traffic areas near the beer cold room. The program is aimed at encouraging customers to view Spirits as an appropriate and relevant beverage alcohol choice for a variety of occasions throughout the seasons. This sold program display will encourage cross-category shopping. This is a sold program. Participation is mandatory. Key Dates (February 3 - March 2) 4, 6, 23, 33, 41, 49, 51, 55, 58, 65, 74, 82, 84, 93, 102, 107, 119, 130, 155, 156, 160, 164, 195, 196, 198, 211, 227, 228, 229, 230, 232, 233, 234, 237, 244, 250, 254, 263, 270, 276, 278, 279, 281, 288, 296, 298, 299, 300, 310, 316, 318, 323, 329, 335, 351, 359, 364, 368, 369, 374, 380, 384, 387, 391, 394, 399, 401, 404, 414, 423, 425, 427, 440, 443, 448, 449, 454, 469, 470, 474, 477, 481, 482, 491, 492, 495, 496, 497, 500, 501, 504, 509, 510, 516, 530, 536, 537, 550, 551, 552, 554, 556, 560, 561, 564, 580, 587, 594, 602, 605, 609, 618, 626, 627, 633, 640, 641, 644, 649, 654, 655, 658, 694, 695, 699, 706, 741, 771 Offers Kraken Black Spiced Rum 375 $1.00 LTO Cut Case Backer (Re-order #Eng DMS-19P12-CRSD1 / Bil DMS-19P12-CRSD2) Riser Wrap (Re-order # DMS-19P12-CRSD3) Pricer Card (Re-order #Eng DMS-19P12-CRSD4 / Bil DMS-19P12-CRSD5) Please order the required product, as it will not be force shipped (3 cases minimum). Use the mini backer card sign and riser wrap to build a cut case display (near beer cold room or beer section of the store) with the one (1) participating product. Merchandise the pricer cards in front of the corresponding product. 54 Period 12 Advice from the Experts Marketing & Product Guide 55

31 Non-Alcoholic Beer CATEGORY SIGNAGE Beer EXCITEMENT ZONE The non-alcohol beer market is growing as more people enjoy great-tasting beers without the alcohol content. This is a tremendous opportunity for us to enhance customer experience and grow sales in an increasingly competitive market, while supporting LCBO s social responsibility. Products will be force shipped to participating stores, and available to all stores to order. Key Dates Install Date: December 8, 2018 This is a permanent program, please do not take down display, and replenish SKUs when needed. 1, 3, 4, 5, 6, 8, 10, 11, 12, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 31, 32, 33, 34, 35, 36, 38, 40, 41, 44, 45, 47, 49, 50, 51, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 73, 74, 80, 81, 82, 84, 85, 86, 90, 93, 95, 97, 99, 101, 102, 106, 115, 125, 130, 132, 139, 140, 143, 144, 145, 148, 149, 150, 153, 154, 155, 156, 163, 164, 165, 167, 168, 171, 175, 179, 182, 183, 186, 187, 188, 190, 191, 195, 198, 199, 200, 201, 202, 207, 209, 210, 211, 212, 214, 216, 217, 218, 221, 226, 227, 228, 229, 233, 234, 237, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 268, 269, 270, 278, 279, 287, 288, 295, 298, 300, 310, 311, 312, 321, 324, 325, 326, 329, 334, 340, 341, 343, 344, 345, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 404, 406, 407, 408, 411, 412, 415, 416, 417, 420, 425, 426, 427, 428, 431, 432, 434, 436, 437, 438, 443, 444, 445, 452, 453, 454, 456, 457, 458, 459, 465, 467, 469, 470, 481, 485, 486, 490, 491, 494, 495, 497, 499, 500, 501, 505, 509, 511, 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, 537, 539, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 563, 564, 566, 568, 569, 571, 572, 573, 575, 579, 580, 584, 585, 586, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 640, 641, 642, 643, 644, 645, 646, 649, 652, 653, 654, 655, 657, 658, 660, 661, 665, 667, 670, 671, 684, 685, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771, 776 LCBO# Description Size (ml) Budweiser Prohibition 6 x Heineken 6 x Clausthaler Premium Partake Brewing Pale Ale Bavaria 0.0% Original 500 Perpendicular shelf talkers (Re-order# DMS-NAB-006) Regular Shelf Talkers - (Re-order# DMS-NAB-007) Cling Vinyl Signs - (Re-order# DMS-NAB-008) NOTE: Please apply the Vinyl Signs to the outside of the beer fridge dairy door. To ensure best adhesion, the door must be completely dry when applying. Stores with a Coldroom: Please merchandise Non-Alcoholic Beer on the top two shelves of your Gluten-Free/Radler section (Preferably in the dairy doors) Stores without a Coldroom: Please merchandise Non-Alcoholic Beer in up to 4 linear feet next to your Gluten-Free/Radler section (Preferably in warm space) Blade Sign (English & Bilingual) Shelf Talkers (English & French) The Beer Excitement Zone has four new display to highlight local brewers, new products, exciting offers and current trends. Two displays are sold programs (21C and 21D), and two are at store-manager s discretion (21A and 21B). Please refer to your planogram for the location of the displays. Key Dates (February 3 - March 2) Please continue to merchandise 21A (Local) and 21B (New) signage until further notice. The system does not currently support the new sold space being populated on the promo tree. Stores will need to order the appropriate inventory manually. 1, 4, 6, 7, 10, 21, 22, 23, 25, 33, 35, 40, 41, 49, 51, 55, 57, 58, 65, 70, 74, 82, 83, 84, 85, 90, 93, 97, 98, 102, 130, 139, 144, 145, 148, 149, 150, 156, 164, 167, 168, 175, 177, 187, 191, 195, 198, 207, 208, 209, 210, 211, 212, 216, 221, 226, 227, 228, 229, 233, 234, 237, 243, 244, 250, 263, 270, 278, 279, 287, 288, 298, 300, 310, 321, 324, 329, 334, 334, 341, 351, 358, 359, 360, 368, 370, 371, 373, 382, 384, 385, 391, 394, 398, 401, 402, 404, 406, 407, 411, 420, 425, 427, 436, 437, 443, 445, 452, 453, 454, 458, 459, 461, 470, 481, 485, 486, 489, 490, 491, 494, 495, 496, 497, 500, 501, 509, 518, 522, 529, 536, 539, 549, 551, 554, 556, 564, 580, 584, 585, 587, 590, 602, 605, 609, 616, 618, 619, 623, 624, 627, 629, 632, 633, 635, 637, 638, 640, 641, 643, 644, 649, 652, 653, 654, 655, 658, 660, 661, 665, 667, 670, 671, 684, 691, 694, 695, 698, 699, 702, 706, 741, 743, 771 Display Type Description Assortment 56 Period 12 Advice from the Experts Marketing & Product Guide 57 21A 21B 21C 21D Local Plinth New/Seasonal Craft End Fan Zone/ Occasion Plinth Fan Zone/ Occasion End Three products, store discretion - The products should not be just Ontario, but as local as possible, from the breweries/cideries closest to the store. They do not need to change each period Innis & Gunn Kindred Spirits Plus 3-4 SKU s store discretion Moosehead Lager 6 x 341 ml 4 BAM Moosehead Lager 6 x 473 ml VA* *Value Add: Bonus Moosehead Lager Toque with purchase of two 6 x 473 ml can packs of Moosehead Lager ( ) Stella Artois 6 x 330 ml $1.00 LTO Stella Artois 500 ml Stella Artois 6 x 500 ml $0.25 LTO Stella Chalice (The sale of one chalice will guarantee 5 years of fresh drinking water to a person in the developing world) *Value Add: Bonus Moosehead Lager Toque with purchase of two 6 x 473 ml can packs of Moosehead Lager ( ) The Supplier will deliver the Moosehead Lager Toque and a cardboard display to hold the Toques. See planogram for placement of the cardboard display. Sale Representatives will assist with the setup of the display as necessary. At the end of the promotion, the Sale Representatives will pick up any residual Toques. Staff are to recycle the cardboard display after the promotion has ended. Several products suggested each period based on anticipated volume and distribution, but overall at store discretion. Sold space, products and signage are mandatory, will change each period.

32 & Re-order Codes Backer Cards 21A Local ENG/BIL (Re-order # DMS-19P12-EZ1) 21B New ENG/BIL (Re-order # DMS-19P12-EZ2) 21C ENG/BIL (Re-order # DMS-19P12-EZ3) 21D ENG/BIL (Re-order # DMS-19P12-EZ4) Square Transparencies 21B Breaking New in Brews ENG (Re-order # DMS-19P12-EZ5) / BIL (Re-order #DMS-19P12-EZ6) 21D Beer for Clean Water ENG (Re-order # DMS-19P12-EZ7) / BIL (Re-order #DMS-19P12-EZ8) Shelf Talkers 21C & 21D ENG (Re-order # DMS-19P12-EZ9) / BIL (Re-order # DMS-19P12-EZ10) 21C Pricer Card ENG (Re-order # DMS-19P12-EZ11) / BIL (Re-order # DMS-19P12-EZ12) 21A EXCITE (LOCAL) Manager's Discretion Backer Card Square Transparency Backer Card Square Transparency Stella Pour it Forward Campaign Overview The Pour it Forward initiative focuses on the charitable cause of providing communities in third world countries with access to fresh water. For every chalice sold, Stella Artois will donate 5 years of drinking water to a woman in the developing world. There are three differently engraved chalice patterns, each modeled from a piece of art specific to India, Mexico or the Philippines. The below stores will be provided with limited edition Stella Artois chalices, sold individually (not a value add) for $ The supplier will deliver the Stella Chalices to stores. NOTE: Stores participating in the Beer Excitement Zone program are to merchandise the chalice and the backer card on two end aisles - the Sold Beer Excitement Zone end (21D) and the permanent Stella end aisle. Key Dates (February 3 - March 2) 4, 17, 18, 23, 25, 41, 55, 65, 82, 156, 191, 207, 211, 221, 233, 270, 278, 326, 351, 359, 384, 397, 404, 420, 427, 443, 456, 459, 477, 481, 486, 490, 500, 522, 534, 539, 551, 555, 568, 569, 573, 580, 587, 602, 618, 627, 635, 640, 653, 694, 699, 703, 706, Stella Artois 6 x Stella Artois Stella Artois 6 x Stella Chalice n/a Install the Stella Beer for clean water Backer Card in front of the current Backer Card from the Stella Dedicated Beer Alcove Sold End Aisle. Merchandise End Aisle with the chalice that is delivered by the supplier. At the end of the promotion, recycle the Stella Beer for clean water Stella Backer Card. Stella Chalice LCBO# (Chalice is also merchandised on so if stock is depleted, please direct customers to website.) Backer Card Backer Card 58 Period 12 Advice from the Experts Marketing & Product Guide 59

33 Merchandising Signage (Permanent) Component 1. Enhanced Ontario Craft Beer Sign Re-order# CATSIGN Version - English over Bilingual Image BEER PROGRAMS 2. Category Signs 9 Versions - English over Bilingual Versions International Canadian Domestic International Craft Canadian Craft Ontario Craft (Beer) Coolers Cider 3. Blank Filler Sign Re-order# CATSIGN-118 Re-order codes CATSIGN-110 CATSIGN-111 CATSIGN-112 CATSIGN-113 CATSIGN-114 CATSIGN-115 CATSIGN-116 CATSIGN Rate Beer Perpendicular Shelf Talkers Install the perpendicular shelf talkers in front of the corresponding beer products in-section using the perpendicular shelf talker clip (PSTC201404). Re-order# 19OP-BMK3 10 Version - English over Bilingual 5. Fridge Perpendicular Shelf Talkers Ensure all featured products for your store s local brewery/cidery are merchandised in the fridge. Merchandise up to three (3) handwritten, Brewed In The Neighbourhood Shelf Talkers in front of the endorsed product in-section. Using a black marker fill in the product name, brewery/ cidery, and distance from the store. Brewed in the Neighbourhood Perpendicular Shelf Talker Re-order# 19OP-BMK1 My Local Brew Perpendicular Shelf Talker Re-order# 19OP-BMK2 4 Versions - English and Bilingual 6. Beer Bin Tag Extension Install the beer bin tag extensions with regular on-shelf bin tags.. Brewed Locally Bin Tag Extension Re-order# 19OP-BMK4 New Bin Tag Extension Re-order# 19OP-BMK5 4 Versions - English and Bilingual My Local Brew Perpendicular Shelf Talker Brewed in the Neighbourhood Perpendicular Shelf Talker Brewed Locally Bin Tag Extension New Bin Tag Extension BEER RATED PERPENDICULAR SHELF TALKER The Beer Rated shelf talker program calls attention to beers that have received a score of 95 and up, to support the Seasonal Craft beer release, along with any other Seasonal items. Key Dates (February 3 - March 2) 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 102, 115, 130, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 233, 243, 252, 253, 255, 288, 295, 298, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 394, 401, 407, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 459, 481, 483, 486, 491, 494, 495, 499, 500, 501, 505, 511, 522, 528, 532, 534, 542, 546, 549, 556, 568, 573, 575, 579, 586, 590, 602, 614, 616, 619, 623, 624, 630, 677, 771, 776 Rating Rodenbach Vintage Deschutes Black Butte Porter Ballast Point Grapefruit Sculpin IPA Red Racer IPA St Ambroise Oatmeal Stout Traquair Jacobite Ale Oskar Blues Hot Box Coffee Porter Stone Xocoveza Imperial Stout Grand Cru des Rocs Canadian Breakfast Stout Great Lakes Brewery Lake Effect IPA Nickel Brook Kentucky Bastard Imperial Stout Omnipollo Prodromus Fracture Imperial IPA Omnipollo IPA Beer Rated perpendicular shelf talkers. (Re-order# BCRRB9) Install the perpendicular shelf talker in front of the corresponding beer products in-section using the perpendicular shelf talker clip (PSTC201404). 60 Period 12 Advice from the Experts Marketing & Product Guide 61

34 ONTARIO CRAFT BEER END AISLE Key Dates (February 3 - March 2) 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 528, 549, 556, 579, 619, 623, 624, 630 LCBO# Description Format Canuck Pale Ale 473 ml Stranger Than Fiction Porter 473 ml Flight Delay 473 ml Lake of Bays Oxtongue IPA 473 ml Henderson'S best 473 ml Easy Stout 473 ml End Aisle Backer card (Re-order # OCBEA01) Pre-Printed Shelf talkers (Re-order #DMS-19P12-OCB) Bilingual designated stores must display the bilingual side of the product shelf talkers. CRAFT BEER PROGRAM Insel Kreide Loch Lomond Silkie Stout Mein Aventinus Barrique Traquair Jacobite Ale Oskar Blues Hot Box Coffee Porter Spencer Monks' Reserve Ale Stone Xocoveza Imperial Stout Trappist Westmalle Dubbel Samichlaus Grand Cru Des Rocs Canadian Breakfast Stout Gulden Draak Whiskey Barrel Editio Key Dates (February 3 - March 2) 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 102, 115, 130, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 233, 243, 252, 253, 255, 288, 295, 298, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 394, 401, 407, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 459, 481, 483, 486, 491, 494, 495, 499, 500, 501, 505, 511, 522, 528, 532, 534, 542, 546, 549, 556, 568, 573, 575, 579, 586, 590, 602, 614, 616, 619, 623, 624, 630, 677, 771, 776 & Pre-Printed Shelf talkers (Re-order # DMS-P319-OCB2) Bilingual designated stores must display the bilingual side of the product shelf talkers LOCAL FRIDGE Stores participating in the Local Fridge program received generic signage to draw attention to each stores neighbourhood brewery/cidery. Participating stores have been selected based on close proximity to Ontario Craft Brewery or Cidery. Stores are asked to continue highlighting the featured SKUs using a new Brewed In The Neighbourhood perpendicular shelf talker. This is a sold program. Participation is mandatory. 2, 5, 7, 10, 11, 13, 14, 17, 18, 19, 20, 22, 23, 25, 26, 27, 31, 35, 40, 41, 44, 45, 46, 51, 54, 59, 60, 62, 68, 72, 74, 80, 83, 84, 93, 95, 97, 99, 101, 102, 115, 124, 130, 136, 148, 149, 158, 159, 163, 164, 178, 182, 187, 200, 201, 212, 214, 223, 226, 228, 233, 244, 248, 255, 260, 267, 278, 282, 288, 295, 297, 298, 300, 324, 325, 329, 331, 340, 345, 346, 348, 360, 388, 397, 407, 412, 417, 418, 420, 426, 437, 441, 442, 445, 446, 449, 453, 454, 461, 467, 477, 490, 495, 499, 510, 511, 516, 526, 532, 534, 537, 546, 547, 555, 556, 569, 571, 573, 584, 586, 587, 599, 602, 621, 630, 631, 633, 645, 650, 656, 667, 677, 697, 776 The full list of participating products can be found in the Customer Experience Newsletter and the Online Worksheets. 3 x 3 Perpendicular Shelf Talker (Participating stores received a bundle of three in Period 2) Brewed In The Neighbourhood - BEER (Re-order # DMS-P0217-LFP-137 ) Crafted In The Neighbourhood - CIDER)(Re-order# DMS-P0217-LFP-138) Ensure all featured products for your store s local brewery/cidery are merchandised in the fridge. If there are multiple participating skus, they must merchandised together as a brand family. Merchandise up to three (3) handwritten, Brewed In The Neighbourhood Shelf Talkers in front of the endorsed product in-section. Using a black marker fill in the product name, brewery/cidery, and distance from the store. Note that stores who support contract breweries though this program will not receive signage, but should continue to merchandise the featured products in the beer fridge. 62 Period 12 Advice from the Experts Marketing & Product Guide 63

35 COMPANIONS! FRONT END MERCHANDISER The Front End Merchandiser program (FEM) has proven to generate incremental sales, create consistency across the stores, and encourage customers to discover new products. This is a sold program. Participation is mandatory. Key Dates (February 3 - March 2) 1, 4, 5, 6, 10, 11, 12, 14, 17, 18, 19, 20, 21, 23, 24, 25, 26, 31, 33, 35, 36, 38, 41, 50, 51, 55, 58, 59, 63, 64, 65, 68, 70, 74, 79, 80, 82, 86, 90, 93, 95, 97, 101, 102, 106, 115, 130, 140, 143, 148, 149, 150, 153, 154, 156, 164, 165, 188, 190, 192, 195, 198, 200, 201, 207, 209, 210, 211, 216, 217, 218, 221, 226, 227, 228, 233, 243, 248, 249, 250, 252, 253, 263, 270, 278, 279, 288, 295, 298, 300, 310, 311, 312, 321, 325, 326, 334, 343, 344, 346, 351, 353, 359, 360, 362, 366, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 391, 392, 397, 400, 401, 404, 411, 415, 420, 427, 428, 431, 432, 434, 436, 437, 438, 443, 444, 445, 452, 453, 456, 459, 465, 481, 485, 486, 490, 491, 494, 495, 500, 501, 521, 522, 523, 528, 533, 540, 542, 544, 545, 549, 551, 554, 555, 556, 563, 564, 566, 572, 573, 580, 585, 587, 590, 593, 602, 605, 609, 616, 617, 618, 624, 627, 629, 630, 631, 632, 633, 640, 641, 643, 649, 652, 653, 655, 658, 661, 667, 670, 671, 694, 699, 741 Offers Food Truck Wines Chardonnay $2.00 LTO Food Truck Wines Shiraz $2.00 LTO During this period, the Sold Space program will feature Food Truck Wines. It is imperative that stores reconfigure the shelves on the sold space display in order to feature these products effectively. Stores are required to use 3 shelves plus the plinth/base (i.e. The featured products should be water-falled on 3 shelves). The top shelf is used to display the box sign provided. Think Shrink ml Merchandiser The current direction for merchandising varies by region so stores are to contact their District Managers for direction in each district. Participating stores should have received fixtures for the Think Shrink ml Merchandiser. Core 200 ml Spirits Program Stores participating in the Front End Merchandiser Program must also set up the core 200 ml Spirits Program. The top 10 selling 200 ml Spirits are to be set up on priority cash #2 (i.e. the cash desk that receives the second highest traffic). See the sample floor plans in your Front End Merchandiser Sold Space Implementation Guide for the location of the display. Box Sign (Re-order # DMS-19P12-FEM1) Shelf Talkers (Re-order # DMS-19P12-FEM2) delicious dinner COMPANIONS! délicieu de table! delicious dinner délicieu COMPAGNONS de table! COMPAGNONS The display does not change from Period to Period as it is intended to protect the majority of sales generated from the Front End Merchandisers. Please note that Core 200 ml SKUs do not count against a store s total approved SKU count. The Core SKUs cannot be delisted. For the Core 200 ml Spirits feature, stores are required to use four shelves and plinth/base (i.e. two (2) products per shelf, total five shelves are required). Front End Merchandiser Core List LCBO# Description Size BEER AND CHASERS Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Wiser s Deluxe 200 ml Bacardi Superior 200 ml Alberta Premium 200 ml Forty Creek Barrel Select 200 ml Grand Marnier 200 ml Jack Daniel s Tennessee Whiskey 200 ml COOL CONVENIENCE Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Wiser's Deluxe 200 ml Polar Ice Vodka 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Jack Daniel's Tennessee Whiskey 200 ml Jägermeister 200 ml PREMIUM DESTINATION Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Absolut Vodka 200 ml Jack Daniel's Tennessee Whiskey 200 ml St Remy Brandy 200 ml Canadian Club Premium 200 ml Jameson Irish Whiskey 200 ml Baileys Irish Cream 200 ml Grey Goose Vodka 200 ml Jägermeister 200 ml MAINSTREAM SPIRITS Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Wiser's Deluxe 200 ml Canadian Club Premium 200 ml Absolut Vodka 200 ml Jägermeister 200 ml Jack Daniel's Tennessee Whiskey 200 ml BIG BRANDS Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml LCBO# Description Size Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Wiser's Deluxe 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Walker's Special Old 200 ml Canadian Club Premium 200 ml GLOBAL ROOTS Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Canadian Club Premium 200 ml Grant's Family Reserve 200 ml Jack Daniel's Tennessee Whiskey 200 ml Polar Ice Vodka 200 ml Bacardi Superior 200 ml Appleton Estate V/X Rum Signature Blend 200 ml UP-SPEND MAINSTREAM Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Baileys Irish Cream 200 ml Canadian Club Premium 200 ml Polar Ice Vodka 200 ml Fireball Whisky Shooter 200 ml Absolut Vodka 200 ml St Remy Brandy 200 ml Jack Daniel's Tennessee Whiskey 200 ml Bacardi Superior 200 ml 64 Period 12 Advice from the Experts Marketing & Product Guide 65

36 Spirited Picks BASKET DISPLAY SHOPPING CART SIGN This is a sold program. Participation is mandatory. Key Dates (February 3 - March 2) All Stores Offers Cocktail Mix Kahlúa Coffee Flavoured Liqueur 375 $1.00 LTO Black Russian Absolut Vodka 375 $0.50 LTO 1 oz of Absolut Vodka & Kahlúa Coffee Flavoured Liqueur over ice Basket Signs (Re-order #DMS-FEM Black Signs ) Merchandise the participating products in the basket. Stores participating in the Front End Merchandiser (FEM) program For a list of participating stores, please refer to the Front End Merchandiser section of this guide. Please use a White Marker (reorder from Staples, Item# JIFEK400WT) to fill in product information on signs. Please be sure to include on the sign the Mix With information which your customers will surely find helpful. Signs are printed double-sided to provide stores with the option of choosing one or two products at any one time simply flip it over. Non-FEM stores Stores are encouraged to merchandise these great offers if baskets and space are available. Please try to re-purpose existing baskets. Additional baskets are NOT available for ordering at this time. Please follow all Health and Safety regulations. This is a sold program. Participation is mandatory. The inside of the shopping cart should always feature the Sold Supplier Program and the outside is always reserved for Social Responsibility messaging. The Social Responsibility sign is bilingual. The supplier signs are English and Bilingual depending on your store. Signs are to be installed by the start of the promotion. Key Dates (Period 12 - Period 13) 1, 4, 5, 6, 10, 17, 21, 23, 24, 26, 31, 33, 35, 36, 38, 41, 51, 55, 58, 59, 64, 65, 70, 74, 79, 80, 82, 93, 95, 101, 102, 106, 115, 130, 140, 148, 149, 150, 154, 156, 164, 190, 195, 198, 200, 207, 209, 210, 211, 216, 217, 218, 221, 226, 227, 228, 233, 243, 250, 252, 253, 263, 270, 279, 288, 300, 310, 311, 312, 325, 326, 344, 346, 351, 353, 359, 360, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 391, 392, 397, 401, 404, 411, 420, 428, 432, 436, 437, 438, 443, 444, 445, 453, 456, 459, 465, 481, 485, 486, 490, 491, 494, 495, 500, 521, 522, 523, 528, 540, 542, 544, 549, 551, 554, 555, 556, 564, 566, 572, 573, 580, 585, 587, 590, 593, 602, 605, 609, 616, 617, 618, 624, 627, 629, 630, 631, 632, 633, 640, 641, 643, 652, 653, 655, 658, 661, 667, 670, 671, 694, 699, 741 Thematic Sign Thematic Shopping Cart Sign (Re-order # DMS-19P12-SC1) Social Responsibility Sign (Do not remove until further notice) Check 25 Shopping Cart Sign (Re-order #DMS-SRP-411 ) Second Party Purchase Shopping Cart Sign (Re-order #DMS-SRP-412 ) Continue to display the Check 25 and Second Party Purchase shopping cart signs, alternating between the two pieces. 66 Period 12 Advice from the Experts Marketing & Product Guide 67

37 27754 P9 CSR Check25 Card or Not Window Showcard 28x45_BL.indd : Even a good guess is no guarantee. At the LCBO, we never guess. That s why we asked to see over 14.4 million IDs last year. The LCBO never guesses. See if you can. lcbo.com/cardornot At the LCBO, we never guess your age. À la LCBO, nous ne tentons jamais de deviner votre âge. PLACE DOUBLE SIDED TAPE HERE PLACE DOUBLE SIDED TAPE HERE Re-order # DMS-SRP-407 MS-SRP Re-order # DMS-SRP-409 Social Responsibility IN-STORE SIGNAGE Second Party Purchase Program Component 1. Perpendicular Shelf Talker 3" x 6" (English/French) (Re-order# DMS-SRP-406) Store Manager s discretion, display the Perpendicular Shelf Talker in-section. Each kit contains 10 pieces. Clips can be ordered through Central Supply (#691451) Image - All Stores 2019 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. Check 25 (25 or Younger?) Program Component 1. Window Show Card (Bilingual) (Re-order# DMS-SRP-402) Install the sign on every third show card as part of the rotation with the current promotion turn s show cards. Do not discard or replace this show card at the end of the promotional turn; it is to stay installed until further notice. 2. Metal Floor Stand Sign (English/French) (Re-order# DMS-SRP-403) Place metal stand with the 25 or Younger? sign in a prominent location near the entrance of the store (but not in the vestibule as that s where the parking lot sign is sometimes displayed) or at the front of the cash where you might see the Deal of the Week display. The stand should not go behind the cash, but rather in front of the cash as customers approach to check out. 3. Tent Card (Bilingual) (Re-order# DMS-SRP-404) Display the Tent Card on the Tasting Bar and/or in the special events kitchen for all in-store tastings and events. 4. Perpendicular Shelf Talker 3" x 3" (English/French) (Re-order# DMS-SRP-405) At Store Manager s discretion, display the Perpendicular Shelf Talker in sections where customers 25 years of age and younger most frequently shop. Each kit contains 20 pieces. Clips can be ordered through Central Supply (#691451) Image Do I look 25 to you? At the LCBO, we never guess your age. So, if you re 25 or younger, have your ID ready. Ai-je l air d avoir 25 ans selon vous? À la LCBO, nous ne tentons jamais de deviner votre âge. Si vous avez 25 ans ou moins, ayez une pièce d identité en main. Signs for both programs Component 1. Front End Merchandiser Sign (Bilingual) Check 25 Program (Re-order# DMS-SRP-407) Second Party Purchase Program (Re-order# DMS-SRP-413) This sign is to be alternated between both the 25 or Younger? and Second-Party Purchase program on all Front-End Merchandisers. Affix the Velcro dots on the sign, on the bottom corners, and on the wall of the Front-End Merchandiser Fixture. 2. Poster (English/French) Check 25 Program (Re-order# DMS-SRP-408) Second Party Purchase Program (Re-order# DMS-SRP-409) At Store Manager s discretion, display both 25 or Younger? and Second-Party Purchase posters on the Community Board or within the customers line of vision as they approach the cash counter. 3. PA Announcements (Bilingual) The in-store music includes Check 25 and Second-Party Purchase program announcements. The announcements rotate every 15 minutes, in English and French, between music. Bonus AIR MILES Reward Miles Component Please remove and recycle the Bonus AIR MILES Reward Miles signage. Image Do I look 25 to you? So, if you re 25 or younger, have your ID ready. Ai-je l air d avoir 25 ans selon vous? Si vous avez 25 ans ou moins, ayez une pièce d identité en main. Check 25 Program Second Party Purchase Program Do I look 25 to you? So, if you re 25 or younger, have your ID ready. Check 25 Program Second Party Purchase Parking Lot Sign Perpendicular Shelf Talkers 68 Period 12 Advice from the Experts Marketing & Product Guide 69

38 ONTARIO WINES Ontario Wines Superstars This program typically places a spotlight on one (1) red and one (1) white Ontario VQA wine every period. These products are expertly paired with a delicious food recipe to inspire customers to support local. The Our Wine Country Ontario Superstars Program is updated every promotional Period. This is a sold program. Participation is mandatory. Ontario Wines Popular Pick (February 3 - March 2) One (1) International Domestic Blends will be featured this period, supported by a LTO or BAM offer. Stores must order the featured Popular Pick product (minimum of three cases). This is a sold program. Participation is mandatory. NOTE: Participating stores will also receive one (1) Ontario Superstar Shelf Talkers to be merchandised in-section, in front of corresponding products. Please refer to the Our Wine Country Ontario Superstar section (next page) for key dates and participating products. Offers Pelee Island Gewurztraminer $2.00 LTO NOTE: Participating stores must order products required (minimum of three (3) cases per SKU). 16, 29, 30, 42, 46, 52, 66, 67, 69, 70, 75, 76, 78, 81, 83, 87, 88, 89, 91, 92, 94, 96, 98, 99, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 126, 127, 128, 129, 131, 133, 136, 137, 138, 141, 142, 146, 147, 151, 152, 157, 158, 159, 161, 162, 166, 169, 170, 172, 173, 174, 176, 178, 180, 181, 184, 189, 193, 194, 197, 204, 205, 208, 213, 219, 220, 222, 223, 224, 225, 230, 231, 232, 235, 236, 239, 240, 241, 245, 247, 251, 254, 256, 257, 258, 259, 260, 261, 262, 264, 266, 267, 270, 271, 272, 273, 274, 276, 277, 280, 281, 282, 283, 284, 285, 290, 291, 292, 293, 294, 296, 297, 299, 301, 302, 303, 304, 305, 307, 308, 314, 316, 317, 318, 319, 322, 323, 327, 328, 330, 331, 332, 335, 336, 337, 338, 339, 347, 348, 349, 350, 352, 355, 364, 368, 369, 370, 372, 375, 377, 379, 380, 395, 399, 405, 409, 413, 414, 421, 422, 423, 430, 433, 435, 439, 440, 441, 442, 447, 448, 449, 451, 454, 455, 460, 462, 463, 464, 466, 468, 471, 472, 473, 474, 475, 476, 478, 479, 480, 482, 484, 487, 488, 489, 492, 493, 496, 504, 506, 507, 510, 514, 516, 517, 519, 520, 524, 527, 529, 530, 531, 541, 543, 547, 548, 550, 557, 558, 560, 561, 562, 565, 567, 570, 574, 576, 577, 578, 581, 582, 588, 591, 594, 595, 596, 597, 599, 603, 604, 606, 607, 610, 612, 613, 615, 622, 626, 631, 700 Signage Popular Pick: Cut Case Backer Card ENG Re-order# 19P12-OWP11 / BIL Re-order# 19P12-OWP12 Build a Cut Case display using the Popular Pick Backer Card next to VQA Cube Fixture, near the front of your store. Key Dates Start Date: February 3, Cave Spring Riesling Dry VQA Take Down: March 2, Strewn Two Vines Riesling Gewürztraminer VQA NOTE: Participating stores must order products required (minimum of three (3) cases per SKU). GROUP 1 - CUT CASE DISPLAY STORES: 1, 3, 5, 6, 8, 11, 12, 13, 14, 15, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 31, 34, 35, 36, 38, 39, 43, 44, 45, 47, 50, 54, 56, 57, 58, 59, 60, 61, 62, 063, 064, 072, 073, 077, 079, 080, 083, 085, 086, 90, 95, 97, 101, 102, 103, 106, 124, 125, 132, 140, 143, 145, 148, 153, 154, 155, 156, 160, 163, 165, 167, 168, 171, 179, 182, 183, 186, 188, 190, 191, 195, 198, 199, 200, 201, 202, 203, 209, 210, 212, 214, 216, 217, 218, 226, 237, 238, 242, 243, 244, 246, 248, 249, 255, 265, 268, 269, 270, 278, 287, 288, 289, 295, 298, 306, 311, 312, 313, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 354, 355, 359, 360, 361, 362, 366, 367, 371, 373, 374, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 393, 394, 397, 398, 400, 406, 408, 415, 416, 419, 426, 427, 428, 429, 431, 434, 438, 446, 450, 452, 456, 458, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 502, 505, 511, 518, 521, 523, 528, 533, 534, 536, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 566, 568, 569, 572, 573, 575, 579, 584, 586, 589, 590, 601, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631,632, 634, 635, 637, 638, 642, 643, 698, 700, 702, 703, 771, 776 GROUP 2 - SHELF TALKERS ONLY STORES: 7, 9, 32, 48, 49, 51, 53, 71, 139, 275, 309, 315, 320, 333, 358, 363, 403, 410, 418, 420, 436, 512, 515, 526, 535, 538, 583, 598, 636, 639, 697 Shelf Talker only Cave Spring Shelf Talker (19P12-OWP5) Strewn Shelf Talker (19P12-OWP6) GROUP 3 - VQA GONDOLA FIXTURE STORES 4, 6, 10, 17, 33, 41, 49, 55, 65, 74, 82, 84, 93, 130, 144, 149, 156, 164, 196, 207, 211, 221, 227, 228, 229, 233, 234, 250, 263, 276, 279, 286, 300, 310, 351, 391, 402, 404, 411, 432, 437, 443, 444, 449, 453, 474, 481, 483, 485, 486, 509, 516, 526, 532, 551, 554, 556, 563, 564, 571, 580, 587, 593, 602, 609, 627, 633, 640, 644, 649, 651, 652, 653, 655, 661, 677, 694, 695, 699, 706, 741, 084, 252, 401, 658, 040, 532, 115, 187, 392, 417, 445, 497, 522, 523, 641, 253, 407, 412, 624, 490 Gondola Backer Card Signage & Re-order codes: Double Bottle Backer Card ENG (19P12-OWP13) / BIL (19P12-OWP14) Cave Spring Backer Card ENG (19P12-OWP15) / BIL (19P12-OWP17) Strewn Backer Card ENG (19P12-OWP16) / BIL (19P12-OWP18) & Re-order codes Cave Spring Cut Case Backer Card (19P12-OWP1) Strewn Cut Case Backer Card (19P12-OWP2) Cave Spring Pricer Cards (19P12-OWP3) Strewn Pricer Cards (19P12-OWP4) : Using the backer card to build a Cut Case display next to the VQA Cube Fixture. Install the pre-printed pricer card into the front of the cut case display. Install the pre-printed Shelf Talkers in-section in front of the participating products. : Install the shelf talkers in-section in front of the participating products. : Stores that have ONE (1) VQA Gondola Fixture are to install the double bottle Backer Card on a single End Aisle display. Stores that have TWO (2) VQA Gondola Fixtures are to install each wine Backer Cards on two (2) separate End Aisle displays. Merchandise each participating product on the top shelf of the VQA gondola fixture along with the corresponding pre printed shelf talkers provided. 70 Period 12 Advice from the Experts Marketing & Product Guide 71

39 Our Wine Country Program This is a sold space program and participation is mandatory. The Our Wine Country Program is updated every promotional Period, supported by a LTO offer. Stores must order products required (minimum of one (1) cases per SKU). Stores must order the products required (minimum of one case per SKU). This is a sold program. Participation is mandatory. NOTE: Stores can use the pre-printed LTO or BAM shelf talkers to promote the below products in-section. If these products are double-merchandised, please print another set of shelf talkers manually in-store to place on shelf Bees Cabernet Merlot VQA Angels Gate Pinot Gris VQA Sue-Ann Fancy Farm Girl Frivolous White VQA Pelee Island Lola Cab Franc Cabernet Sauv VQA GROUP 1 - VQA CUBE FIXTURE 1, 2, 3, 5, 7, 8, 10, 13, 14, 15, 16, 19, 20, 21, 22, 23, 25, 26, 27, 31, 32, 34, 35, 36, 37, 38, 39, 43, 44, 45, 46, 47, 49, 50, 53, 57, 58, 59, 60, 61, 62, 63, 64, 70, 72, 73, 77, 83, 86, 90, 95, 97, 99, 102, 106, 110, 125, 132, 140, 141, 143, 145, 148, 149, 153, 154, 155, 163, 167, 168, 171, 175, 179, 182, 183, 188, 191, 192, 194, 195, 198, 199, 200, 201, 202, 209, 210, 212, 214, 216, 217, 218, 226, 237, 238, 242, 243, 244, 246, 248, 249, 255, 260, 265, 266, 268, 269, 270, 287, 288, 295, 297, 298, 311, 312, 313, 320, 321, 324, 325, 326, 329, 334, 340, 341, 343, 344, 345, 346, 353, 355, 358, 359, 360, 361, 366, 367, 368, 371, 372, 378, 381, 382, 383, 385, 386, 387, 388, 390, 393, 394, 397, 398, 400, 402, 406, 416, 425, 427, 428, 431, 432, 434, 438, 449, 452, 454, 456, 459, 461, 465, 467, 469, 470, 474, 491, 494, 495, 499, 500, 501, 505, 511, 516, 518, 521, 528, 533, 534, 536, 538, 539, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 589, 590, 601, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 642, 643, 646, 650, 656, 657, 665, 698, 700, 702, 703, 771, 776 Our Wine Country Cube Sign (Permanent Signage) VQA 100% Ontario Cube Side Sign x 2 (Permanent Signage) Re-order# NIVQA067 Only stores belonging to this group can order these signs. GROUP 2 - VQA GONDOLA FIXTURE STORES: 4, 6, 17, 33, 41, 49, 55, 65, 68, 74, 82, 93, 130, 139, 144, 156, 164, 175, 177, 192, 196, 207, 211, 221, 227, 228, 229, 233, 234, 250, 263, 276, 278, 279, 286, 310, 351, 373, 391, 404, 411, 420, 425, 437, 443, 444, 449, 453, 457, 474, 477, 481, 483, 485, 486, 500, 509, 516, 526, 537, 538, 539, 550, 551, 554, 556, 563, 564, 571, 580, 587, 593, 602, 609, 618, 627, 633, 640, 644, 645, 646, 649, 652, 653, 654, 655, 656, 657, 661, 665, 667, 677, 694, 695, 699, 706, 741 Our Wine Country Backer Card (Permanent Signage) Re-order# NIVQA066 Key Dates Start Date: February 3, 2019 Take Down: March 2, 2019 : Merchandise the participating products on the top shelf of the VQA Cube Fixture along with the in-store-printed LTO. Keep the Our Wine Country Cube Sign installed until further notice. Ensure the new VQA 100% Ontario Side Signs (which were provided in Period 7) have been replaced. Keep the VQA 100% Ontario Category Signs installed on either side of the Cube Sign until further notice. : Keep the Our Wine Country Backer Card installed on the Gondola Fixture. Merchandise the participating products on the top shelf of the VQA Gondola along with the pre printed LTO Shelf Talkers. VQA Staff Tasting Program This initiative provides all store staff the opportunity to taste and endorse Ontario wines, helping us in our commitment to promoting the Ontario Wine Industry.. Every month, in conjunction with the Wine Council of Ontario, store staff are now going to have more opportunity to taste great VQA wines to share with. This enhances the program to give staff the confidence to endorse our great Ontario Wines. How it Works 1. At the beginning of the Promo Period a list of products will be loaded into the stores Location Map under a new Node VT (VQA Tasting). Note: The minimum for all SKU s is initially set at 0 units for the promotion. 2. The WOW Leader, Product Consultant or designated staff member will select up to two of the suggested wines downloaded to the VQA Tasting node and arrange for a staff tasting. 3. Once the two selections have been made for endorsement staff are required to follow two steps. I. Delete all SKU s not being used for the promotion from the Location Map. II. IST the product at POS on the cash register. Theme: Unsung Heroes LCBO# Product Size (ml) Pelee Island Lighthouse Riesling VQA Red House Wine Co. Cabernet/Shiraz VQA Red House Wine Co. Baco Cabernet Sauv VQA Wayne Gretzky Pinot Grigio VQA Sandbanks Dunes Red VQA Inniskillin Pinot Grigio VQA Open Smooth White VQA Sandbanks Summer White VQA D'Ont Poke The Bear Red VQA Trius Cabernet Sauvignon VQA NOTE: Select only two (2) products from the list for tasting : Install your TWO (2) handwritten, My Ontario Pick Shelf Talkers in front of the endorsed product, on shelf the current promotional period only. This is a monthly program, Shelf Talkers must be taken down and replaced each Period. 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. Key Dates Start Date: February 3, 2019 Take Down: March 2, 2019 Components My Ontario Pick Shelf Talkers (English & French) English Version Re-order# DMS-MYPICK-01 French Version Re-order# DMS-MYPICK-011 Perpendicular Shelf Talker Clip Re-order# PSTC201404(10 clips/pkg) 72 Period 12 Advice from the Experts Marketing & Product Guide 73

40 Staff Pick Backer Card Program (Permanent) This is permanent signage. 7, 33, 41, 49, 51, 55, 65, 68, 82, 130, 144, 177, 207, 211, 221, 227, 229, 233, 234, 250, 263, 276, 278, 341, 351, 364, 384, 391, 404, 420, 425, 437, 443, 453, 457, 477, 485, 500, 509, 526, 537, 550, 551, 554, 556, 571, 580, 587, 602, 609, 627, 633, 640, 644, 645, 646, 649, 652, 653, 654, 655, 657, 661, 667, 694, 695, 699, 706, 741 Signage VQA Staff Picks Backer Card: Re-order# English: DMS-STBK001/Bilingual: DMS-STBK002 : Bilingual designated stores must display the bilingual side of the sign facing customer. Ontario Customer Favourite Shelf Talkers (Permanent) Research has identified that customers are influenced by recommendations, specifically from others who drink wine. The Ontario Customer Favourite Shelf Talker has been introduced to help them make a confident purchase in VQA Ontario wines. Based on sales data, the following products have been identified as the new Ontario VQA Customer Favourites. These are NEW PERMANENT in-store Shelf Talkers. They will be shipped out during Period 12 to all stores, to be merchandised until further notice. PLEASE RECYCLE any previous versions before merchandising the new shelf talkers. Key Dates: Install upon receipt : All stores 3 x 3 Perpendicular Shelf Talker (English or Bilingual based on store) English Re-order# DMS-19OP-OCF1 LCBO# Product Format Bilingual Re-order# DMS-19OP-OCF Open Riesling -Gewürztraminer VQA ml Perpendicular Shelf Clips (PSTC201404) (10 clips/pkg) Wayne Gretzky Cabernet Merlot VQA ml Sandbanks Estate Baco Noir VQA ml Open Cab 2 Merlot VQA ml Pelee Island Lighthouse Riesling VQA ml Inniskillin Late Autumn Riesling VQA ml Cave Spring Riesling VQA ml Henry Of Pelham Baco Noir VQA ml Open Smooth Red VQA ml Pelee Island Lola Blush Sparkling VQA ml Open Smooth Red VQA Bag In Box 3000 ml Bilingual designated stores must display the bilingual side of the sign facing customer. Component Please install the perpendicular Ontario Customer Favourite Shelf Talker in front of the featured products using the appropriate plastic clip. VINTAGES VINTAGES Essentials on Offer Program This bi-monthly program leverages the tried-and-true customer favourites in the Essentials Collection to attract new customers to Vintages. Each turn of the program spans two promotional periods and features two products on a front facing end aisle display. The first period highlights LTO s on participating skus. Price offers will be promoted via newspaper and social media advertising along with a branded in-store display. During the second period of the program, stores will maintain the end aisle display and sign with year-round signage. This is a sold program. Participation is mandatory. Key Dates (February 3 - March 3) 1, 4, 5, 10, 15, 17, 18, 21, 31, 38, 83, 148, 149, 154, 156, 163, 164, 171, 179, 187, 195, 198, 207, 217, 218, 226, 228, 243, 252, 253, 265, 269, 278, 279, 295, 298, 329, 333, 334, 341, 346, 355, 360, 367, 371, 378, 383, 385, 390, 391, 391, 393, 394, 397, 398, 404, 407, 411, 416, 437, 445, 452, 453, 477, 481, 483, 485, 486, 494, 500, 505, 511, 523, 528, 532, 534, 536, 542, 546, 553, 554, 555, 556, 569, 573, 580, 585, 590, 601, 619, 623, 624, 627, 629, 630, 631, 632, 640, 641, 643, 649, 651, 658, 661, 685, 698, 703 LCBO# Product Description Size (ml) Offers Deadly Zins Old Vine Zinfandel $3.00 LTO Marchesi de' Frescobaldi Tenuta di Castiglioni $3.00 LTO Merchandise products together on a front-facing/primary end aisle for two periods. The LTO (and associated program signage) is valid for the first period only. Stores will receive a program signage kit one week prior to the start of the period containing the program Backer Card and pre-printed Shelf Talkers. Program Schedule Period 12 & 13 Period 1 & 2 Period 3, 4 & 5 Period 6 & 7 Period 8 & 9 Period 10 & 11 for Period 12 Backer Card (Re-order# DMS-19P12-VINT1) Display the P12 program Backer Card in the frame on a front-facing/primary end aisle in the Vintages section. Pre-printed SAVE Shelf Talker (Re-order# DMS-19P12-VINT1) Attach to shelf in front of appropriate product. Pre-printed SAVE Shelf Talkers will be provided for both participating products. Bin Tag Overlay Used to highlight products that are part of the Essentials Collection. Ensure the overlay message is still visible. Re-order Codes: (2" English: VBTC001/ 2" French: VBTC004) (1.75" English: VBTC009/ 1.75" French: VBTC010) 74 Period 12 Advice from the Experts Marketing & Product Guide 75

41 VBC042 VINTAGES WINES OF THE MONTH Wines of the Month are part of every release and are recognized as Vintages' two favourite wines out of the more than 100 released every two weeks. Key Dates (February 3 - March 2) 1, 3, 4, 5, 6, 7, 9, 10, 12, 13, 15, 16, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 33, 35, 36, 38, 40, 41, 44, 51, 55, 57, 58, 60, 62, 64, 65, 68, 70, 72, 74, 80, 82, 83, 84, 85, 93, 95, 97, 98, 99, 102, 106, 115, 124, 130, 132, 139, 140, 143, 144, 145, 148, 149, 154, 156, 163, 164, 168, 171, 177, 179, 182, 187, 191, 195, 196, 197, 198, 199, 200, 202, 207, 208, 209, 210, 211, 212, 214, 217, 218, 221, 223, 224, 226, 227, 228, 229, 233, 234, 237, 243, 244, 248, 249, 250, 252, 253, 255, 260, 263, 265, 269, 278, 279, 286, 287, 288, 295, 298, 300, 310, 311, 321, 324, 325, 326, 329, 333, 334, 340, 341, 344, 346, 351, 353, 355, 356, 358, 359, 360, 361, 365, 366, 367, 368, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 401, 403, 404, 407, 411, 412, 415, 416, 417, 420, 425, 426, 427, 430, 431, 432, 434, 437, 438, 441, 443, 444, 445, 449, 452, 453, 456, 457, 459, 461, 465, 469, 470, 477, 481, 482, 483, 485, 486, 490, 491, 494, 495, 496, 497, 499, 500, 501, 505, 509, 510, 511, 512, 515, 516, 521, 522, 523, 526, 528, 529, 532, 534, 536, 537, 538, 540, 542, 544, 545, 546, 547, 549, 551, 553, 554, 555, 556, 566, 568, 569, 572, 573, 575, 579, 580, 584, 585, 586, 587, 589, 590, 593, 598, 599, 601, 602, 605, 609, 612, 614, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 640, 641, 642, 643, 644, 645, 646, 649, 650, 651, 652, 653, 654, 655, 657, 658, 660, 661, 665, 669, 670, 671, 677, 684, 685, 691, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 743, 771, 776 LCBO# Product Description Size (ml) February 2 nd Release Château de Marsan MontGras Antu Carmenère 2015 February 16 th release Piattelli Grand Reserve Malbec Rioja Vega Crianza Edición Limitada 2015 Wines of the Month Merchandise products together according to the planogram below for each release. Re-use the year-round backer card. Print the shelf talkers in-store and install the shelf talkers in front of the participating products. Year Round Backer Card Kit For Vintages Fixtures: (Re-order# VBC042) For LCBO Fixtures: (Re-order# VBCL056) Specially selected for their exceptional value, these top wines are sure to impress. VINTAGES ONTARIO SUPERSTARS PROGRAM The VINTAGES Superstars program promotes great local products while pairing them with delicious recipes. Each period there will be three Ontario Superstars: two LCBO wines and one VINTAGES Essential. This is a mandatory program. Key Dates (February 3 - March 3) Kit 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 44, 60, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 97, 99, 102, 124, 144, 145, 154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 207, 209, 211, 214, 218, 223, 233, 237, 244, 248, 260, 265, 268, 269, 278, 296, 311, 324, 340, 353, 354, 359, 372, 373, 381, 386, 391, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 499, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 602, 637 Kit 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 33, 36, 38, 40, 41, 55, 57, 58, 74, 93, 95, 106, 130, 132, 143, 148, 149, 156, 164, 171, 179, 187, 195, 198, 200, 210, 212, 217, 221, 223, 226, 243, 249, 255, 263, 279, 287, 288, 298, 325, 326, 329, 333, 334, 344, 346, 249, 351, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394, 397, 398, 416, 436, 437, 438, 445, 457, 459, 465, 470, 481, 486, 491, 494, 495, 505, 511, 512, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 629, 630, 631, 632, 634, 635, 645, 661, 677, 698, 699, 700, 702, 703, 706, 771, 776 Kit 3 (Our Wine Country Stores) 115, 252, 253, 300, 392, 401, 407, 412, 417, 490, 497, 522, 523, 532, 624, 641, Magnotta Vidal Icewine 375 & Pricer Card Merchandise the participating product in a cut-case display in a prominent area of the Vintages section. Install the pricer card and keep the display fully merchandised. Take down once stock is sold out, or by March 3, Pre-printed Shelf Talker Install the pre-printed shelf talker in front of the featured product, in its on-shelf position within the VINTAGES section, with a miracle stick (available at central supply #692012). Take down once stock is sold out, or by March 3, Basket Sign Insert (Our Wine Country stores only) Merchandise the participating product in a basket. Install the basket sign insert in the metal holder. Display the fully merchandised basket in the LCBO section across from/near the VQA fixture. Take down once stock is sold out, or by March 3, Available Chilled Hot Button (reorder# DMS-Available Chilled Hot Button) Signs should be used on shelf to indicate that the Superstar product is also available in the fridge. Superstar Shelf Talkers should be placed in the fridge to highlight the Superstar products there. 76 Period 12 Advice from the Experts Marketing & Product Guide 77

42 VINTAGES BAM & LTO PROGRAM The Vintages BAM & LTO signage will arrive in the mailbag the week before the promotional period starts. This is a mandatory supplier program. All in-channel shelf talkers for the participating products should be installed at the start of the period. If you do not receive your kit, please call hellolcbo to request one. Key Dates LTO: February 3, March 2, 2019 BAM: February 2, March 3, , 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 29, 30, 31, 33, 34, 35, 36, 38, 40, 41, 42, 44, 45, 49, 51, 54, 55, 57, 58, 60, 62, 63, 64, 65, 68, 70, 71, 72, 73, 74, 77, 78, 79, 82, 83, 84, 93, 95, 97, 99, 101, 102, 106, 112, 115, 124, 125, 127, 130, 132, 139, 140, 143, 144, 145, 148, 149, 153, 154, 156, 163, 164, 165, 166, 167, 168, 171, 175, 178, 179, 182, 187, 188, 191, 193, 195, 196, 197, 198, 199, 200, 201, 202, 203, 207, 208, 209, 210, 211, 212, 214, 217, 218, 219, 221, 222, 225, 226, 227, 228, 229, 232, 233, 234, 237, 238, 241, 242, 243, 244, 247, 248, 249, 250, 251, 252, 253, 255, 260, 261, 263, 265, 267, 268, 269, 270, 277, 278, 279, 286, 287, 288, 295, 298, 299, 300, 306, 310, 311, 312, 313, 314, 318, 321, 324, 325, 326, 329, 333, 334, 335, 340, 341, 343, 344, 345, 346, 351, 353, 355, 358, 359, 360, 361, 365, 366, 367, 368, 371, 373, 378, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 399, 400, 401, 402, 403, 404, 407, 411, 412, 415, 416, 417, 419, 420, 425, 426, 427, 428, 430, 431, 432, 434, 436, 437, 438, 443, 444, 445, 446, 447, 449, 452, 453, 454, 456, 457, 458, 459, 461, 465, 467, 468, 469, 470, 474, 477, 481, 482, 483, 485, 486, 490, 491, 494, 495, 496, 497, 499, 500, 501, 505, 509, 511, 512, 515, 516, 517, 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, 537, 538, 539, 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 554, 555, 556, 559, 561, 563, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 581, 584, 585, 586, 587, 589, 590, 593, 598, 599, 600, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 644, 646, 649, 651, 652, 653, 654, 655, 656, 657, 658, 660, 661, 665, 667, 670, 671, 677, 685, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 771, 776 Please Note: The BAM/LTO in-channel shelf talker (4 w. x 2 h.) should be installed over top of the product s bin tag. You may continue to use the current BAM/LTO shelf talker generic template to reprint any damaged signage. LCBO# Description Size Was* Now* Offers (ml) ANGELS GATE ARCHANGEL SPARKLING CHARDONNAY VQA $29.95 $ BAM TH STREET JUNE'S VINEYARD RIESLING $19.95 $17.95 $2.00 LTO ALLEGRINI PALAZZO DELLA TORRE $24.95 $22.95 $2.00 LTO BERINGER NAPA VALLEY CHARDONNAY $24.95 $22.95 $2.00 LTO BONTERRA CHARDONNAY $19.95 $17.95 $2.00 LTO CATHEDRAL CELLAR CABERNET SAUVIGNON $16.95 $14.95 $2.00 LTO CAVE SPRING BLANC DE BLANCS BRUT SPARKLING $29.95 $27.95 $2.00 LTO CONCHA Y TORO MARQUES DE CASA CONCHA CABERNET SAUVIGNON $19.95 $16.95 $3.00 LTO FAMILLE PERRIN LES SINARDS CHÂTEAUNEUF-DU-PAPE $38.95 $36.95 $2.00 LTO FLAT ROCK CHARDONNAY $19.95 $17.95 $2.00 LTO FOSS MARAI EXTRA DRY $19.95 $17.95 $2.00 LTO G. MARQUIS THE SILVER LINE PINOT NOIR $19.95 $17.95 $2.00 LTO INNISKILLIN VIDAL ICEWINE 375 $44.95 $39.95 $5.00 LTO LCBO# Description Size Was* Now* Offers (ml) J. LOHR LOS OSOS MERLOT $22.95 $20.95 $2.00 LTO KAIKEN MALBEC $15.95 $13.95 $2.00 LTO LA CREMA SONOMA COAST PINOT NOIR $34.95 $32.95 $2.00 LTO LAKEVIEW CELLARS VIDAL ICEWINE 200 $19.95 $17.95 $2.00 LTO LIBERTY SCHOOL CABERNET SAUVIGNON $22.95 $20.95 $2.00 LTO LOUIS BOUILLOT PERLE D'AURORE BRUT ROSÉ CRÉMANT DE BOURGOGNE $21.95 $20.95 $1.00 LTO LOUIS JADOT BOURGOGNE PINOT NOIR $26.95 $24.95 $2.00 LTO MAGNOTTA VIDAL ICEWINE 375 $29.90 $27.90 $2.00 LTO MARCHESI DE' FRESCOBALDI TENUTA DI CASTIGLIONI $21.95 $18.95 $3.00 LTO MEIOMI PINOT NOIR $28.95 $24.95 $4.00 LTO MICHAEL DAVID 7 DEADLY ZINS OLD VINE ZINFANDEL $26.95 $23.95 $3.00 LTO OYSTER BAY PINOT GRIGIO $19.95 $16.95 $3.00 LTO PELLER ESTATES PRIVATE RESERVE VIDAL ICEWINE 200 $24.30 $21.30 $3.00 LTO SALCHETO RISERVA VINO NOBILE DI MONTEPULCIANO $37.95 $32.95 $5.00 LTO TAWSE QUARRY ROAD ORGANIC RIESLING $24.95 $22.95 $2.00 LTO THE FOREIGN AFFAIR THE CONSPIRACY $19.95 $17.95 $2.00 LTO TWO HANDS GNARLY DUDES SHIRAZ $24.95 $21.95 $3.00 LTO WAKEFIELD SHIRAZ $18.95 $16.95 $2.00 LTO CREEKSIDE BACKYARD BLOCK SAUVIGNON BLANC $27.45 $22.00 $3.00 LTO 78 Period 12 Advice from the Experts Marketing & Product Guide 79

43 710 Turn 3 WINE FRIDGE February 3, May 25, 2019 WHISKY SHOP Period 12 - Period 1 This is a Sold Program and participation is mandatory. Participating products have paid for premium shelf positioning. Stores must bring in participating products for display in the wine fridge. This is a sold program. Participation is mandatory. Group A Stores 1, 5, 10, 15, 18, 19, 25, 31, 36, 38, 40, 41, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 234, 242, 243, 269, 279, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 386, 388, 390, 391, 393, 394, 397, 398, 412, 428, 431, 432, 434, 437, 438, 444, 445, 452, 453, 457, 470, 486, 494, 497, 499, 505, 511, 528, 534, 536, 542, 545, 555, 556, 566, 568, 569, 572, 573, 590, 601, 619, 624, 627, 630, 631, 632, 641, 653, 698, 741, 771, 776 Group B Stores 14, 20, 22, 23, 24, 26, 27, 33, 34, 43, 44, 45, 50, 51, 52, 55, 58, 59, 60, 61, 62, 63, 64, 68, 70, 72, 74, 77, 79, 80, 81, 82, 86, 87, 95, 97, 101, 106, 110, 115, 124, 125, 130, 132, 139, 144, 145, 152, 154, 155, 168, 177, 179, 183, 187, 188, 190, 191, 192, 194, 196, 197, 200, 201, 202, 205, 208, 209, 210, 211, 213, 216, 218, 219, 221, 222, 225, 229, 236, 244, 248, 249, 252, 255, 263, 266, 268, 270, 278, 287, 297, 300, 302, 310, 312, 313, 320, 321, 325, 340, 341, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 387, 392, 395, 399, 400, 401, 406, 407, 415, 416, 417, 427, 436, 454, 456, 458, 459, 465, 489, 490, 491, 495, 501, 502, 518, 521, 526, 532, 533, 537, 539, 540, 544, 549, 550, 553, 554, 559, 564, 575, 579, 580, 582, 584, 586, 593, 602, 605, 614, 617, 626, 629, 633, 634, 635, 637, 638, 639, 642, 643, 644, 649, 658, 660, 667, 670, 684, 691, 694, 695, 697, 699, 700, 743 Group C Stores 3, 4, 7, 9, 11, 12, 13, 16, 32, 39, 49, 57, 73, 84, 85, 94, 96, 99, 102, 103, 105, 109, 112, 119, 122, 137, 153, 157, 160, 161, 167, 175, 181, 186, 193, 199, 223, 224, 227, 230, 231, 233, 238, 239, 251, 253, 254, 259, 261, 264, 273, 275, 281, 284, 286, 289, 299, 305, 306, 314, 316, 318, 324, 327, 333, 335, 345, 349, 354, 366, 370, 372, 374, 380, 402, 403, 404, 408, 418, 419, 423, 430, 435, 441, 443, 461, 473, 481, 485, 496, 504, 509, 517, 546, 552, 562, 578, 581, 596, 598, 609, 618, 640, 645, 651, 661, 671, 677, 685, 703, 706 Group D Stores 6, 17, 21, 28, 29, 30, 35, 42, 46, 47, 48, 53, 54, 56, 65, 69, 71, 78, 88, 90, 91, 93, 98, 107, 113, 116, 123, 128, 136, 150, 158, 165, 166, 169, 174, 178, 220, 232, 237, 246, 247, 250, 258, 260, 265, 276, 293, 294, 296, 298, 301, 323, 330, 331, 363, 364, 365, 369, 383, 385, 389, 411, 414, 420, 425, 426, 429, 446, 449, 450, 462, 467, 468, 469, 471, 477, 482, 483, 484, 492, 500, 510, 519, 522, 523, 527, 529, 530, 538, 547, 551, 561, 571, 585, 587, 589, 594, 612, 616, 623, 646, 650, 652, 654, 655, 657, 665, 702 Available Chilled Hot Button (Re-order # DMS-Available Chilled Hot Button) For additional signage, please call to place an order. This is a sold program. Participation is mandatory. For signage questions and general comments, please contact hellolcbo. For product and Planoguide questions please call: Peter Cloutier Category Manager, Brown Spirits (416) Key Dates (Period 12 - Period 1) Mike Hodgson Product Manager, Brown Spirits (416) , 4, 5, 10, 15, 17, 19, 21, 31, 34, 36, 38, 40, 41, 60, 106, 115, 148, 149, 154, 164, 171, 187, 198, 217, 226, 233, 243, 250, 253, 279, 288, 298, 300, 310, 325, 329, 334, 341, 346, 351, 355, 359, 360, 361, 367, 371, 373, 378, 385, 386, 388, 390, 391, 393, 394, 397, 398, 407, 412, 416, 428, 431, 432, 437, 438, 443, 445, 452, 457, 459, 465, 481, 486, 490, 491, 494, 495, 499, 500, 505, 511, 523, 528, 532,537, 542, 546, 549, 551, 554, 555, 556, 569, 573, 575, 580, 585, 586, 590, 602, 609, 617, 619, 623, 624, 630, 631, 632, 634, 639, 640, 641, 643, 649, 653, 694, 699, 702, 741, 776 Re-Order# Description Language Pack Size Re-Order From WS001 Whisky Shop Pin-On Letter English 1 Please WS002 Whisky Shop/Rayon Whisky Pin-On Letters Bilingual 1 sam.info@lcbo.com for re-order information WS003 Whisky Shop Vinyl Letters English 1 WS004 Whisky Shop/Rayon Whisky Vinyl Bilingual 1 WS005 Whisky Shop Category Large Signs English/ 1 Bilingual Please Contact hellolcbo WS006 Whisky Shop Category Small Signs English/French 1 WS007 Whisky Shop Category Sign Colour Fill (for English stores with larger than 4 fixtures only) 1 DMS-WS008 Whisky Shop Distillery Feature Shelf Talkers (3 versions) English/French CLIP HERE Jura A long way from ordinary Though surrounded by often stormy seas, the Isle of Jura produces a lineup of whiskies that speak to smoothness and serenity wherever they are poured. Visit lcbo.com/wsdistillery for the story and to shop the full collection. DMS-WS009 Whisky Shop Generic Shelf Talker English/French 80 Period 12 Advice from the Experts Marketing & Product Guide 81

44 ON SHELF Location On Shelf On Shelf Message Component Specifications Re-Order# Images More Miles! Shelf Talkers Pre-Printed (BBAM Program) 6½ w x 1¾ h DMS-19P12-ST11 (2 versions) English/No Price Deal of the Week Shelf Talkers Pre-Printed (IMAGE Program) (5 versions) On Shelf SAVE Shelf Talkers Pre-Printed (Limited Time Offer Program) On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf SAVE/ ÉPARGNEZ Shelf Talkers Pre-Printed (Limited Time Offer Program) Bonus AIR MILES Shelf Talker Pre-Printed (Bonus AIR MILES Program) BONUS AIR MILES reward miles de récompense AIR MILES in prime Shelf Talkers Pre-Printed (Bonus AIR MILES Program) NEW Shelf Talkers Pre-Printed (New Product Program) NEW/NOUVEAU Shelf Talkers Pre-Printed (New Product Program) In The Spotlight Shelf Talkers Pre-Printed (IMAGE Program) In The Spotlight/EN VEDETTE Shelf Talkers Pre-Printed (IMAGE Program) Branded Pre-printed Shelf Talkers EA 1-20 (Set of 65) 6½ w x 1¾ h Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price Shelf Talkers 6½ w x 1¾ h DMS-19P12-ST10 LTO Bundle DMS-P12-LTO BNS Bundle DMS-P12-BNS DMS-19P12-ST1 Location On Shelf On Shelf On Shelf On Shelf Message Regular Program Pre-printed Extender Strips (65 versions) Community Program Pre-printed Extender Strips (11 versions) Discovery Program Pre-printed Extender Strips (9 versions) Go Green Extender Pre-printed Extender Strips (1 version) Component Specifications Re-Order# Images Extender Strips DMS-19P12-ST2 12 w x 2½ h Extender Strips 12 w x 2½ h Extender Strips 12 w x 2½ h Extender Strips 12 w x 2½ h Price/No Price On Shelf Generic Blank Pricer Cards (50 per bundle) Pricer Cards 8 w x 7 h On Shelf Generic Blank Extender Strips (15 per bundle) Extender Strips 12 w x 2½ h On Shelf Blank Bin Tags for General Use (25 per bundle) Bin Tags 6 w x 1¾ h Made in Ontario & Small Distillers Perpendicular Shelf Talker This is a permanent program, please do not remove Shelf Talker and replenish SKUs when needed. All stores are requested to participate in this program, especially for products that are made close to your store.the full list of participating products can be found in the Customer Experience Newsletter. All Stores DMS-19P12-ST3 DMS-19P12-ST4 DMS-19P12-ST5 DMS-19P12-ST6 DMS-19P12-ST7 hellolcbo Made in Ontario & Small Distillers Perpendicular Shelf Talkers (Permanent) Small Distillers shelf talker Re-order#DMS-19P3-OSD-1 Made in Ontario shelf talker Re-order#DMS-19P3-MIO-1 Please install the perpendicular shelf talker in front of the corresponding products using the perpendicular shelf talker clip (PSTC201404). 82 Period 12 Advice from the Experts Marketing & Product Guide 83

45 SOLD SPACE Display Programs - Support Programs An electronic version (MS Excel format) of these worksheets is available on the Customer Experience Portal Site. Follow the quick link published each week at the top of the Customer Experience Newsletter. The Electronic version of the worksheets includes: Retail Price (as of publication date) Agent Names Component Community Shelf Extenders Discovery Shelf Extenders Green Shelf Extender IMAGE Shelf Talkers Limited Time Offers Bonus AIR MILES Reward Miles Bundled Bonus AIR MILES Reward Miles Image Size Support #of Extenders Extender Location LCBO# Description (ml) Programs R1 Vodka A Double Chocolate Vodka 375 LTO Y Y R2 Vodka B Absolut Silver Sequin LTO Y Y Y Y Y R3 Vodka C Pinnacle Vodka LTO Y Y Y Y Y Y R4 Vodka D Luksusowa Vodka LTO Y Y Y Y Y Y Y Y Y R5 Vodka E Skyy Vodka LTO Y Y Y Y Y Y Y Y Y R6 Rum A Noxx & Dunn Florida Rum LTO Y R7 Rum B Chic Choc Spiced Rum LTO Y Y Y Y Y R8 Rum C Bacardi Oakheart Spiced Rum 1140 BAM Y Y Y Y Y Y R9 Rum D Baron Samedi LTO Y Y Y Y Y Y Y R10 Rum E Captain Morgan Spiced Rum 1 LTO Y Y Y Y Y Y Y Y Y R11 Canadian Whisky A Forty Creek Spike Honey Spiced LTO Y Y R12 Canadian Whisky B 620 Silk Tassel Canadian Whisky BAM Y Y Y Y Y R13 Canadian Whisky C J.P. Wiser's Vanilla Whisky LTO Y Y Y Y Y Y Y R14 Canadian Whisky D 1487 Crown Royal LTO Y Y Y Y Y Y Y Y R15 Canadian Whisky E Bushmills Black Bush LTO Y Y Y Y Y Y Y Y Y R16 Scotch A Auchentoshan 12 Year Old Single Malt Scotch LTO Y Y Y Y Y Y R17 Scotch B Johnnie Walker Red Label 1140 LTO Y Y Y Y Y Y Y Y Y R18 Gin A Beefeater Dry 1 LTO Y Y Y Y Y Y Y R19 Liqueurs A Patron XO Cafe Tequila Liqueur LTO Y Y Y Y R20 Liqueurs B Hpnotiq Liquor LTO Y Y Y Y Y Y R21 Liqueurs C Fireball Whisky Shooter 1140 Value Add Y Y Y Y Y Y Y Y R22 Liqueurs D Baileys Irish Cream 1 LTO Y Y Y Y Y Y Y Y Y R23 Brandy A Torres Brandy 10 LTO Y R24 Brandy B Jameson Irish Whiskey LTO Y Y Y Y Y Y Y R25 Tequila A Silver Tequila LTO Y Y Y Y R26 Ontario Blend A Diabolica White VQA LTO Y Y Y Y Y Y R27 Ontario Blend B Peller Family Vineyards Red 1000 LTO Y Y Y Y Y Y Y R28 Ontario Blend C Raven Conspiracy Deep Dark Red VQA LTO Y Y Y Y Y Y Y Y Y R29 Ontario Non-VQA A Magnotta Cabernet Sauvignon Venture Series VQA LTO Y Y Y Y Y R30 Ontario Non-VQA B Magnotta Pinot Grigio Venture Series VQA LTO Y Y Y Y Y Y R31 Ontario Non-VQA C Peller Family Vineyards Pinot Grigio 1000 LTO Y Y Y Y Y Y Y Y Y R32 Ontario Non-VQA D Wayne Gretzky Chardonnay VQA LTO Y Y Y Y Y Y Y Y Y R33 Ontario VQA A Creekside Syrah/Shiraz VQA LTO Y Y Y R34 Ontario VQA B Chateau Des Charmes Gamay Noir VQA LTO Y Y Y Y R35 Australia/New Zealand A Waltzing Matilda Shiraz Grenache LTO Y Y Y R36 Australia/New Zealand B Yellow Tail Cabernet Sauvignon 1500 LTO Y Y Y Y R37 Australia/New Zealand C Whitehaven Sauvignon Blanc LTO Y Y Y Y Y Y Y R38 Australia/New Zealand D Hardys Brave New World Shiraz Black LTO Y Y Y Y Y Y Y Y Y R39 USA A Don David Reserve Malbec LTO Y Y Y Y Y Y Y Y R40 USA B Beringer Brothers Bourbon Barrel Red Blend LTO Y Y Y Y Y Y Y Y Y R41 Chile A Casillero Del Diablo Reserva Carmenere LTO Y Y Y Y R42 Chile B Trapiche Reserve Malbec LTO Y Y Y Y Y Y Y Y Y Shelf Extenders Refer to the Section of this guide to determine how many extenders your store implements. 84 Period 12 Advice from the Experts Marketing & Product Guide 85

46 Shelf Extenders Refer to the Section of this guide to determine how many extenders your store implements. Community Shelf Extenders Size Support #of Extenders Extender Location LCBO# Description (ml) Programs R43 France Blend A Albert Bichot Bourgogne Pinot Noir Aoc LTO Y R44 France Blend B The Wanted Zin Old Vines Zinfandel Igt LTO Y Y Y Y Y Y Y Y Y R45 France South A Hob Nob Pinot Noir Pays D'Oc LTO Y Y R46 France South B Chateau Timberlay Bordeaux Superieur Aoc LTO Y Y Y Y Y Y Y France Bordeaux/ LTO, Wine R Ogier Cotes Du Ventoux Rose Aoc Burgundy A Fridge Y Y Y R48 Italy Central A Voga Sparkling Rose Of Pinot Grigio LTO Y Y R49 Italy Central B Georges Duboeuf Beaujolais-Villages LTO Y Y Y Y Y Y Y Y Y R50 Italy North A Tommasi Il Sestante Valpolicella Rip Sup Doc LTO Y Y Y Y Y R51 Italy North B Doppio Passo Botter Primitivo Salento Igt LTO Y Y Y Y Y Y Y Y R52 Southern Europe A Frescobaldi Remole Toscana Igt LTO Y R53 Southern Europe B Zonin Prosecco Brut 1821 LTO Y Y Y R54 Germany A 9431 Bouchard Aine & Fils Beaujolais Superieur LTO Y Y Y Y Y Y Y R55 Sparkling A Cusumano Syrah LTO Y Y Y R56 Sparkling B Rebellion Shiraz LTO Y Y Y Y Y Y R57 Ontario Beer A Paulaner Salvator 500 LTO Y Y R58 Ontario Beer B Grolsch Premium Lager 500 LTO Y Y Y Y Y Y Y Y Y R59 Beer Bell City Eureka Cream Ale 473 Y R60 Beer Estrella Damm 500 LTO Y Y Y Y Y Y R61 Beer Mill St Hopped & Confused Session Ale 473 Y Y Y Y Y Y R62 Beer Hoegaarden 6 x 330 LTO 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 Jaw Drop Gushing Grapes 473 LTO Y Y Y Y Y Y R65 Party Zone Palm Bay Strawberry Pineapple 6 x 355 LTO Y Y Y Y Y Y Y Y Location Support Program Agent C1: Community Extender Finlandia Vodka LTO PMA Canada Ltd. C2: Community Extender 2 Ezra Brooks Black Label Bourbon Whiskey Value Add Glazer's Of Canada C3: Community Extender Black Cellar Merlot LTO Andrew Peller Limited C4: Community Extender Mionetto Prestige Prosecco Brut Doc Treviso LTO C5: Community Extender Yellow Tail Merlot LTO Mark Anthony Wine & Spirits Philippe Dandurand Wines Ltd. C6: Community Extender Brugal Anejo 1140 LTO Beam Suntory C7: Community Extender Bulleit Rye LTO Diageo Canada Inc. C8: Community Extender Alize Red Passion Liquor LTO Charton Hobbs Inc C9: Community Extender O'Leary Cabernet Merlot VQA LTO Vineland Estate Wines Ltd., C10: Community Extender Caliterra Cabernet Sauvignon LTO Churchill Cellars Ltd. Discovery Shelf Extenders Location LCBO# Description D1: Discovery Wines McMichael Collection Cabernet Merlot VQA D2: Discovery Wines Les Dauphins Cotes Du Rhone Reserve Red Aoc Size (ml) Support Program Agent LTO Trajectory Beverage Partners LTO Churchill Cellars Ltd. D3: Discovery Wines Fuzion Organic Chardonnay Torrontes LTO, Wine Fridge Dionysus Wines & Spirits Ltd. D4: Discovery BSM Creemore Springs Lot 9 Pilsner 473 BAM Creemore Springs Brewery Ltd. D5: Discovery BSM Omnipollo IPA 473 Craft Brand Company Inc. D6: Discovery BSM American Vintage Lemon Hard Iced Tea 6 x 355 LTO RTD Canada Inc. D7: Discovery Spirits Amarula Cream 1140 LTO PMA Canada Ltd. D8: Discovery Spirits Basil Hayden Straight Bourbon LTO Beam Suntory D9: Discovery Spirits Bacardi Anejo 4 Year Old LTO Bacardi Canada Inc. Green Shelf Extender Location Support Program Agent G1: Green Extender Angove Organic Shiraz LTO Churchill Cellars Ltd. 86 Period 12 Advice from the Experts Marketing & Product Guide 87

47 IMAGE Shelf Talkers Limited Time Offers Support Program Agent La Vieille Ferme Cotes Du Luberon White 1500 Charton Hobbs Inc Sogrape Grao Vasco Dao 1500 Charton Hobbs Inc Caliterra Sauvignon Blanc Churchill Cellars Ltd Colio Extra Dry White Bag In Box 4000 Colio Estate Wines Glenfiddich 14 Year Old Rick Oak PMA Canada Ltd Thornbury Premium Apple Cider 473 Colio Estate Wines Pasqua Sangiovese Puglia 1500 Charton Hobbs Inc Trailer Park Boys Freedom North American Craft Agency Muskoka Docker 473 Lakes Of Muskoka Cottage Brewery Mill St White Space Wheat Beer 473 Trillium Beverage Inc Hopes End Red Blend Churchill Celllars Ltd Mill St Hopped & Confused Session Ale 473 Shelf Extender Trillium Beverage Inc Farmed & Dangerous 473 North American Craft Agency Peller Family Vineyards Dry White 4000 Andrew Peller Limited Peller Family Vineyards Red Bag In Box 4000 Andrew Peller Limited Red Bull Beer 473 Sleeman Brewing & Malting Co Muskoka Legendary Oddity Gin Lakes Of Muskoka Cottage Brewery Muskoka Ebb & Flow 473 Lakes Of Muskoka Cottage Brewery Two Oceans Shiraz PMA Canada Ltd. LTO Display Program 18 Heineken Lager 6 x 330 $1.00 Mini Thematic 42 Canadian Club Premium $1.25 End Aisle 828 Folonari Valpolicella Doc $ Crown Royal $1.50 Shelf Extender 4622 Newfoundland Screech Rum $ Bees Cabernet Merlot VQA $1.00 golocal 6445 Creemore Springs Premium Lager 473 $ Bouchard Aine & Fils Beaujolais Superieur $2.00 Shelf Extender Jameson Irish Whiskey $2.00 Shelf Extender Peller Family Vineyards Pinot Grigio 1000 $1.00 Shelf Extender Finlandia Vodka $1.00 Comm. Extender Sauza Gold Tequila $3.30 End Aisle >(V) Merlot Los Osos (J Lohr) $2.00 End Aisle Chateau Timberlay Bordeaux Superieur Aoc $2.00 Shelf Extender Collavini Pinot Grigio $2.00 End Aisle, Wine Fridge Zubrowka Bison Vodka $ Jura 12 Year Old Single Malt $ Pelee Island Nest Pinot Noir $ >Perle D'Aurore Rose Cremant Bourg (L.Bouillot) $1.00 End Aisle Smoking Loon Cabernet Sauvignon $2.00 Mini Thematic Sterling Vintner's Cabernet Sauvignon $2.00 Mini Thematic Beefeater Dry 1 $1.95 Shelf Extender Chateau Des Charmes Gamay Noir VQA $1.00 Shelf Extender > Seven Deadly Zins (The Wine Group) $3.00 VL Bushmills Black Bush $3.00 Shelf Extender Peller Family Vineyards Red 1000 $1.00 Shelf Extender Wayne Gretzky Chadonnay VQA $1.00 Shelf Extender Creekside Syrah/Shiraz VQA $1.00 Shelf Extender Gabbiano Chianti Docg $2.00 End Aisle Blu Giovello Prosecco $ Canadian Club Premium (P.E.T) $ Frescobaldi Remole Toscana Igt $2.00 Shelf Extender Auchentoshan 12 Year Old Single Malt Scotch $5.00 Shelf Extender Jackson-Triggs Reserve Merlot VQA $1.00 End Aisle Nederburg The Winemaster's Cabernet Sauvignon $ Georges Duboeuf Beaujolais-Villages $2.00 Shelf Extender XOXO Pinot Grigio/Chardonnay 1500 $2.00 End Aisle Ogier Cotes Du Ventoux Rose Aoc $1.50 Shelf Extender, Wine Fridge Pelee Island Gewurztraminer $2.00 OWP Sauza Hornitos Reposado Tequila $4.00 End Aisle Cusumano Syrah $2.00 Shelf Extender >Tenuta Frescobaldi Di Castiglioni Toscana (Fre $3.00 VL Eastdell Black Cab VQA 1500 $ Czechvar Premium Lager 500 $0.35 Mini Thematic Masi Campofiorin Igt $ >(V) Bourgogne Pinot Noir (Jadot) $2.00 End Aisle Piat D'Or Chardonnay Vdfrance 1500 $ Albert Bichot Bourgogne Pinot Noir Aoc $3.00 Shelf Extender Zonin Valpolicella Ripasso Superiore Doc $2.50 End Aisle 88 Period 12 Advice from the Experts Marketing & Product Guide 89

48 Limited Time Offers Limited Time Offers LTO Display Program Folonari Soave Doc $ Megalomaniac Homegrown Riesling VQA $ Hob Nob Pinot Noir Pays D'Oc $2.00 Shelf Extender Baileys Irish Cream 1 $3.00 Shelf Extender Kahlua Coffee Flavoured Liqueur 375 $ Russian Standard Vodka 1140 $ Palm Bay Strawberry Pineapple 6 x 355 $1.00 Shelf Extender Gibson's Finest Sterling Edition Whisky 1140 $2.50 End Aisle J.P. Wiser's Deluxe 1140 $ Sauza Silver 1140 $5.00 End Aisle Havana Club Anejo Reserva 1140 $ Johnnie Walker Red Label 1140 $2.00 Shelf Extender White House Wine Co. Riesling P. Grigio VQA $ The Balvenie Caribbean Cask 14 YO Scotch $ Stolichnaya Vodka 1140 $ Iceberg Vodka 1140 $ Silver Tequila $2.50 Shelf Extender Folonari Pinot Grigio Delle Venezie $1.50 Wine Fridge Kronenbourg 1664 Blanc 6 x 330 $ Captain Morgan Gold Rum (P.E.T) 1 $ Mill Street Original Organic Lager 473 $0.20 Mini Thematic Luksusowa Vodka $1.00 Shelf Extender Doppio Passo Botter Primitivo Salento Igt $1.50 Shelf Extender Caliterra Cabernet Sauvignon $1.50 Comm. Extender >Pinot Noir G Marquis Slvr Ln Stone Rd $2.00 End Aisle Licor 43 $ Absolut Vodka 375 $ Tommasi Il Sestante Valpolicella Rip Sup Doc $2.00 Shelf Extender Jackson-Triggs Cabernet Sauvignon 4000 $ Jackson-Triggs Sauvignon Blanc 4000 $ Jackson-Triggs Pinot Grigio 4000 $ Zonin Prosecco Brut 1821 $2.00 Shelf Extender Forty Creek Cream Liquor $2.50 Mini Thematic Captain Morgan Black Spiced Rum $1.00 End Aisle Michelob Ultra 473 $ Forty Creek Copper Pot Reserve $2.00 End Aisle Les Jamelles Cabernet Sauvignon Pays D'Oc $ O'Leary Cabernet Merlot VQA $1.00 Comm. Extender Pepperwood Grove Old Vine Zinfandel $2.00 Mini Thematic Whitehaven Sauvignon Blanc $2.00 Shelf Extender Wolf Blass Red Label Shiraz/Cabernet Sauv $ Canadian Club Classic 12 Year Old 1140 $1.80 End Aisle Ketel One 1 $4.00 End Aisle Beluga Russian Luxury Vodka $ Masi Costasera Amarone Classico Doc $ Smirnoff Ice 4 x 330 $1.00 Shelf Extender Granville Island Lions Winter Ale 473 $ Jim Beam Black Kentucky Bourbon Aged 6 Years $ Basil Hayden Straight Bourbon $5.00 Discovery Extender Jackson-Triggs Chardonnay $ > (V) Cathedral Cellars Cab Sauv Paarl (Kwv) $2.00 End Aisle LTO Display Program Angels Gate Pinot Gris VQA $1.00 golocal Somersby Blackberry Cider 500 $ Islay Mist Scotch 8 Year Old $ Heineken Lager 500 $ Alize Red Passion Liquor $3.00 Comm. Extender Bodacious Smooth Red $ Forty Creek Copper Pot Reserve Whisky 1140 $2.50 End Aisle Bulleit Rye $3.00 Comm. Extender Open Smooth Red VQA $ Schneider Weisse 500 $ The Kraken Black Spiced Rum 375 $ Pinnacle Vodka $1.00 Shelf Extender th Sin Black Lager 473 $ Chateau Des Charmes Cabernet Sauvignon VQA $1.00 End Aisle Russian Standard Platinum Vodka $3.00 End Aisle Innis & Gunn Lager 500 $ Jackson-Triggs Merlot 1500 $ Smirnoff Green Apple Flavoured Vodka $1.00 End Aisle Smirnoff Vanilla Flavoured Vodka $1.00 End Aisle Sleeman Original Draught 6 x 473 $ Les Dauphins Cotes Du Rhone Reserve Red Aoc $2.00 Discovery Extender Black Cellar Merlot $1.00 Comm. Extender Baileys Vanilla Cinnamon $ Sue-Ann Fancy Farm Girl Frivolous White VQA $1.50 golocal Villa Sandi Prosecco Il Fresco Doc, Treviso $ Double Chocolate Vodka 375 $1.00 Shelf Extender Forty Creek Copper Pot Reserve 1 $2.90 End Aisle Forty Creek Spike Honey Spiced $2.00 Shelf Extender Dillon's Rose Gin 375 $ Chic Choc Spiced Rum $3.00 Shelf Extender Skyy Vodka $1.25 Shelf Extender Mill St 100th Meridian Single Can 473 $ Pelee Island Baco Noir Reserve VQA $ The Wanted Zin Old Vines Zinfandel Igt $2.00 Shelf Extender Coors Banquet 6 x 355 $1.00 End Aisle Forward Malbec Cabernet $ Bodacious Smooth Red 4000 $ Raven Conspiracy Deep Dark Red VQA $1.50 Shelf Extender Canadian Club 100% Rye 1140 $1.50 End Aisle Wells I.P.A. 500 $ Alexander Keiths IPA 6 x 473 $1.00 End Aisle Kilkenny Irish Ale 4 x 500 $ American Vintage Lemon Hard Iced Tea 6 x 355 $1.00 Discovery Extender The Kraken Black Spiced Rum 1 $3.00 BAM Baron Samedi $2.00 Shelf Extender Baileys Almande $ McMichael Collection Cabernet Merlot VQA $2.00 Discovery Extender Gibson's Finest Bold 8 YO $1.50 End Aisle Columbia Crest Grand Estates Cabernet Sauvignon $ Cabot Trail Maple Cream $2.00 Mini Thematic Robert Mondavi Priv.Sel. Bourbon Barrels Cab Sauv $3.00 Mini Thematic 90 Period 12 Advice from the Experts Marketing & Product Guide 91

49 Limited Time Offers Limited Time Offers LTO Display Program Rumchata Rum Cream Liquor 1140 $ J.P. Wiser's Vanilla Whisky $1.75 Shelf Extender Belgian Moon 473 $ Don David Reserve Malbec $2.00 Shelf Extender Mionetto Prestige Prosecco Brut Doc Treviso $2.00 Comm. Extender Rebellion Shiraz $1.00 Shelf Extender Gnarly Head Chardonnay $2.00 Mini Thematic Noxx & Dunn Florida Rum $3.00 Shelf Extender Stella Artois 6 x 330 $ Southern Comfort $2.50 End Aisle Pelee Island Rouge 3000 $ Tag No.5 Vodka (P.E.T) 1140 $ Old Milwaukee 6 x 473 $ Paulaner Salvator 500 $0.50 Shelf Extender Captain Morgan Spiced Rum 1 $3.00 Shelf Extender Waltzing Matilda Shiraz Grenache $3.00 Shelf Extender Inniskillin Baco Noir VQA $ Labatt 50 6 x 355 $ Wayne Gretzky Cream Whisky $3.00 Mini Thematic Torres Brandy 10 $3.00 Shelf Extender Jackson-Triggs Proprietors' Smooth White 1500 $ Estrella Damm 500 $0.20 Shelf Extender Silk & Spice Red $ Grolsch Premium Lager 500 $0.20 Shelf Extender Tiger Beer 500 $0.30 End Aisle Canadian Club Premium Hamilton Tiger Cats Edition $ Canadian Club Premium Ottawa Senators Edition $ Three Thieves Cabernet Sauvignon $2.00 Mini Thematic Miller Genuine Draught - Now Domestic From Tbs 6 x 355 $1.00 End Aisle Brugal Anejo 1140 $2.00 Comm. Extender Food Truck Wines Chardonnay $2.00 FEM Food Truck Wines Shiraz $2.00 FEM Bacardi Anejo 4 Year Old $2.00 Discovery Extender Canyon Road Cabernet Sauvignon $1.00 Mini Thematic Cono Sur Cabernet Sauv Carmenere Syrah Organic $2.00 End Aisle Fuzion Organic Chardonnay Torrontes $2.00 Discovery Extender, Wine Fridge Hoegaarden 6 x 330 $1.00 Shelf Extender Jaw Drop Gushing Grapes 473 $0.25 Shelf Extender Strongbow Cider 500 $ Josh Cellars Chardonnay $2.00 Mini Thematic Sapporo Premium Lager 6 x 355 $ Carnivor Zinfandel $2.00 Mini Thematic Hardys Brave New World Shiraz Black $2.00 Shelf Extender Angove Organic Shiraz $2.00 Green Extender Yellow Tail Cabernet Sauvignon 1500 $2.00 Shelf Extender Beringer Brothers Bourbon Barrel Red Blend $3.00 Shelf Extender Bearface 7YO Triple Oak Canadian Whisky $ Nickle Brook Wicked Awesome New England Ipa 473 $ Magnotta Pinot Grigio Venture Series VQA $2.00 Shelf Extender Magnotta Cabernet Sauvignon Venture Series VQA $2.00 Shelf Extender Diabolica White VQA $1.50 Shelf Extender Absolut Silver Sequin $1.00 Shelf Extender LTO Display Program > (V)Vidal Icewine VQA Ltd Edition(Magnotta 375 $2.00 Vintages Superstar Bottega Petalo Il Vino Dell' Amore Moscato $1.50 Wine Fridge Peninsula Ridge Inox Chardonnay VQA $2.00 Wine Fridge Hpnotiq Liquor $3.00 Shelf Extender Patron XO Cafe Tequila Liqueur $5.00 Shelf Extender Amarula Cream 1140 $3.00 Discovery Extender Henry Of Pelham Rose VQA $ Trapiche Reserve Malbec $1.50 Shelf Extender Voga Sparkling Rose Of Pinot Grigio $2.00 Shelf Extender Pelee Island Lola Cab Franc Cabernet Sauv VQA $1.00 golocal Babich Sauvignon Blanc $2.00 Wine Fridge Casillero Del Diablo Reserva Carmenere $2.00 Shelf Extender Masi Tupungato Passo Doble Organic $ Pelee Island Pinot Grigio $ Yellow Tail Shiraz $2.00 End Aisle Yellow Tail Merlot $1.50 Comm. Extender Umberto Cesari Iove Rosso Igt $ Bodacious Bourbon Barrel Aged Red Blend $ Villa Annaberta Jairo Rosso Venezie Igt $ Lignum Vitis Frappato Shiraz Igt Sicily $ Tia Maria $2.00 Mini Thematic Stormy Bay Cabernet Sauvignon $ Lindemans Bin 85 Pinot Grigio $1.50 End Aisle >(V)Pinot Noir La Crema Sonoma Coast (Jackson) $2.00 End Aisle Bottega Vino Dei Poeti Prosecco Doc $1.50 Wine Fridge Molson Canadian 6 x 355 $ Molson Canadian 473 $ Budweiser 473 $0.20 End Aisle >(V) Les Sinards Chateauneuf (Perrin & Fils) $2.00 End Aisle >(V) Shiraz Estate Clare Valley (Wakefield) $2.00 End Aisle 92 Period 12 Advice from the Experts Marketing & Product Guide 93

50 Value Added Program Plant Applied Value Added Program Sales Applied VA Approved VA Mother Carton# 992 Royal Reserve 1140 JP Wiser's Deluxe 50 ml Lamb's White Rum Lamb's White Rum 50 ml Prince Igor Vodka (P.E.T) Forty Creek Spike 50 ml Crown Royal 1140 Cocktail Mix Appleton Estate V/X Signature Blend 1140 Appleton Estate Reserve 50 ml Alberta Pure Vodka 1140 Banff Ice 50 ml Crystal Head Vodka Jigger Wiser's Special Blend Canadian Whisky JP Wiser's Deluxe 50 ml Lamb's White Rum Lamb's White Rum 50 ml Prince Igor Extreme Vodka Forty Creek Spike 50 ml Value Added Program Sales Applied VA Approved 67 Smirnoff Vodka Smirnoff 50 ml 117 Bacardi Superior Bacardi Superior 50 ml 992 Royal Reserve 1140 JP Wiser's Deluxe 50 ml 1099 Johnnie Walker Red Label Red Carton 5009 Lamb's White Rum Lamb's White Rum 50 ml 7617 Chivas Regal 12 Year Old Money Clip CNY 7880 Johnnie Walker Black 12 Yr Cardhu 50 ml 8219 Prince Igor Vodka (P.E.T) Forty Creek Spike 50 ml 8805 Forty Creek Barrel Select Whisky 1 Forty Creek Copper Pot 2 x 50 ml Marquis De Villard Brandy Gibson's Finest 50 ml Luxardo Sambuca Dei Cesari Limoncello 50 ml XOXO Pinot Grigio Chardonnay XOXO Gla Polar Ice Vodka (P.E.T) PIV Extreme 50 ml Bacardi Superior Rum (P.E.T) Bacardi Superior 50 ml Polar Ice Vodka PIV Extreme 50 ml Russian Standard Vodka 1 Moscow Mule 473 ml-c Pj's Original Cream (Panama) PJ's Original Cream (Panama) Alpenbitter No 7 Prince Igor Extreme 50 ml Luxardo Amaretto Di Saschira Limoncello 50 ml Grand Macnish 1140 Grand Macnish 50 ml Sailor Jerry Spiced Rum 1140 Gibson's Bold 50 ml Crown Royal 1140 Cocktail Mix Appleton Estate V/X Signature Blend 1140 Appleton Estate Reserve 50 ml Alberta Pure Vodka 1140 Banff Ice 50 ml Crystal Head Vodka Jigger Fireball Whisky Shooter 1140 Fireball 50 ml Amarula Cream Gift Box VA Approved Robert Mondavi Private Selection Chardonnay Cineplex Popcorn Coupon Casamigos Tequila Reposado Casamigos Blanco 50 ml Dr Mcgillicuddy Intense Peach 1140 Fireball Whisky 50 ml Robert Mondavi Private Selection Sauv Blanc Cineplex Popcorn Coupon Lionello Stock Vermouth Red 1000 Stock ml Moosehead Lager 6 x 473 Moosehead Winter Touque Belvedere Vodka Fever Tree Tonic 500 ml Luxardo Cherry Liqueur Sangue Morlacco Heart Shaped Chocolate Ciroc Pineapple Spirit Drink Ciroc 50 ml Czechvar Dark Lager 500 Retro Cork Coaster Rossi D'Asiago Limoncello Snaps Deep Eddy Ruby Red 50 ml Lupi Reali Montepulciano D'Abruzzo Doc Organic Viva Italia Keychain Hobgoblin Ruby Ale 500 Cork Coaster Southern Comfort 1140 Fireball 50 ml Wiser's Special Blend Canadian Whisky JP Wiser's Deluxe 50 ml Ezra Brooks Black Label Bourbon Whiskey Ezra Brooks 50 ml Bacardi Gold 1 Bacardi Gold 2 x 50 ml Passi Reali Vdt Appassimento, Montepulciano Viva Italia Keychain Robert Mondavi Private Selection Merlot Cineplex Popcorn Coupon Ciroc French Vanilla Ciroc 50 ml Frontera After Midnight Dark Red Blend Ritter Sport Mini Chocolate 16.67G Lamb's White Rum Lamb's White Rum 50 ml No Boats On Sunday Cider 500 Paddle Opener XOXO Light Pinot Grigio XOXO Glass Diplomatico Mantuano Diplomatico Exclusiva 50 ml Astoria Prosecco La Robinia Wine Stopper Flor De Cana Clasico 5 Rum Flor De Cana 7YO 50 ml Prince Igor Extreme Vodka Forty Creek Spike 50 ml Carolans Irish Cream 1140 Forty Creek Barrel Select 50 ml Molson Canadian 6 x 341 Hockey Alumni Scarf 94 Period 12 Advice from the Experts Marketing & Product Guide 95

51 Bonus AIR MILES Reward Miles Bonus AIR MILES Reward Miles Display Program BAM 620 Silk Tassel Canadian Whisky Shelf Extender Alberta Premium Whisky Bols Advocaat Small Cask Brandy Jim Beam White Label Bourbon Disaronno Amaretto Folonari Pinot Noir Provincia Di Pavia Igt Canadian Club Premium Charm Soju Liquor Alberta Pure Vodka (P.E.T) 1 End Aisle Alberta Premium Whisky (P.E.T) Cono Sur Bicicleta Shiraz Cavallina Nero D'Avola Shz Terre Sicilane Igt Voga Quattro Sicilane Igt Chateau Des Charmes Barrel Fermentd Chard VQA Wine Fridge Alberta Pure Vodka (P.E.T) End Aisle Casillero Del Diablo Rsv Malbec Frontera Cabernet Sauvignon Konzelmann Canada Red VQA Russian Standard Vodka End Aisle Pasqua Passimento Rosso Igt Laurent Miquel Pere Et Fils Chardonnay D'Oc Domaine De Canton Ginger Liqueur Tilia Malbec Wyborowa Vodka Bombay Sapphire London Dry Dewar's White Label Fielding Pinot Grigio VQA Copper Moon Riesling Angels Gate Archangel Chardonnay Brut VQA Goats Do Roam White Polar Ice Vodka Montresor Amarone Della Valpolicella Doc Giorgio & Gianni Angel Nero D'Avola Organic Santa Carolina Chardonnay Voga Moscato Frizzante Raymond Classic Cabernet Sauvignon Thalia Sauvignon Blanc - Vilana Batasiolo Bosc D'La Rei Moscato D'Asti Docg Santa Carolina Cabernet Sauvignon Reserva Ironstone Obsession Symphony California Giesen Sauvignon Blanc Marlborough Granville Island English Bay Pale Ale Chateau De Vaugelas Corbieres Aoc Le Prieure Prince Igor Extreme Vodka Tito's Handmade Vodka Fresita Sparkling Wine Dona Paula Estate Malbec Cape Bay Cabernet Sauvignon-Shiraz D'Usse VSOP Creemore Springs Lot 9 Pilsner 473 Discovery Extender Fielding Estate Fireside Red VQA 5 Display Program BAM Long Weekend Chardonnay Pinot Grigio VQA BBAM Long Weekend Cabernet VQA BBAM Novas Gran Reserva Carmenere Cab Sauvignon Organic Wakefield Promised Land Shiraz Root 1 Sauvignon Blanc Sutter Home White Zinfandel The Kraken Black Spiced Rum 1 LTO Peller Family Vineyards Rose Frontera Chardonnay 1500 Wine Fridge Girls' Night Out Pinot Grigio Laphroaig Select Citra Sangiovese Terre Di Chieti Igp High River Canadian Whisky Famille Cattin Pinot Gris Alsace Aoc Folonari Valpolicella Ripasso Class Sup Doc Bulleit Bourbon Radio Boka Tempranillo Vdespana Bib Dillon's Small Batch Rye Whisky Bees Sauvignon Blanc VQA Cesari Mara Valpolicella Ripass Superiore Doc Wells Banana Bread Mill Street Org Lager 6 x 473 End Aisle Alberta Premium Whisky (P.E.T) Frontera Sauvignon Blanc Santa Carolina Cabernet Sauvignon Vicente Faria Animus Douro, Do Loosen Up Riesling, Rheinhessen Elijah Craig Kentucky Bourbon 12 Years Old Aguamiel Tequila 100% Agave Magnum Scotch Malt Whisky Cream Liqueur Mini Thematic Flyin Monkeys Milkshake IPA Bacardi Oakheart Spiced Rum 1140 Shelf Extender Muskoka Craft Lager 4 x Macallan Triple Cask 12 YO Laurent Miquel Pere Et Fils Merlot Doc Igp Louis Bernard Cotes Du Rhone White Aoc Wine Fridge Alianca Terra Boa Tinto, Old Vines, Beira Stone Cellars Cabernet Sauvignon Straccali Chianti Docg Moosehead Lager 6 x Period 12 Advice from the Experts Marketing & Product Guide 97

52 Bundled Bonus AIR MILES Reward Miles The purpose of the Bundled Bonus AIR MILES program is to highlight cross-promoted products or to entice customers to trade up to more premium products. Please note, that when more than one in-section shelf talker has been provided for a product and there is not sufficient shelf space to merchandise all, the Bundled Bonus AIR MILES shelf talker takes priority. There are four Bundled Bonus AIR MILES option offers: Option 1 - " Buy the two listed products at the same time and receive the Bundled Bonus AIR MILES " Option 2 - "Buy two of the same listed product and receive the Bundled Bonus AIR MILES " Option 3 - "Buy three of the same listed product and receive the Bundled Bonus AIR MILES " Option 4 - "Buy two of the three listed products and receive the Bundled Bonus AIR MILES " Option 1 Buy the two listed products at the same time and receive the Bundled Bonus AIR MILES BAM BBAM Amount Total BAM Long Weekend Chardonnay Pinot Grigio VQA Long Weekend Cabernet VQA 5 Option 2 Buy two of the same listed product and receive the Bundled Bonus AIR MILES BAM BBAM Amount Total BAM Sleeman Session Ale 4 x Necktags NT Approved 2253 Disaronno Amaretto Valentine's Day Sogrape Grao Vasco Dao Top 50 Value Pick Laurent Miquel Pere Et Fils Chardonnay D'Oc Happy Valentine's Day Cortel Napoleon VSOP Brandy Favourite Winter Cocktails La Vieille Ferme Cotes Du Luberon Aoc 92 Points The Star Porta 6, Vr Lisboa Accolade Intervin Lacheteau Sauvignon Blanc Touraine Tasting Note Necktag Deep Eddy Ruby Red Grapefruit Vodka TBA-Recipe Themed Deep Eddy Peach Vodka TBA- Recipe Themed Laurent Miquel Pere Et Fils Merlot Doc Igp Valentine's Day Pasqua Merlot Delle Venzie Igt 1500 Top 50 Value Pick 98 Period 12 Advice from the Experts

53 Questions? HelloLCBO Contact Centre: (or dial #5226 on cell phones) or ACSSS Store Support: or Kudos to Store #177 for creating an engaging and inviting shopping experience! Produced by the Communications team. If you have any feedback or idea about this guide, please us at This guide is printed on 100% recycled paper by the LCBO s Print Digital Copy Centre