MARKETING & PRODUCT GUIDE

Transcription

1 Table of Contents Discovery Shelf Extenders Green Extender L Community Shelf Extenders PT4: june 19 - july 16, 2011 IMAGE Shelf Talker N Limited Time Offers Value Added Program O Bonus AIR MILES Reward Miles Bundled AIR MILES Reward Miles Neck tags O P Participating Stores Display Table Merchandising Guidelines C Ontario Craft Beer End Aisle Premium / Specialty Beer Program RTD Summer Sold Block Pile Shelf Extenders PT4: june 19 - july 16, 2011 E Ontario Popular Pick Display Programs Participating Products MARKETING & PRODUCT GUIDE AD Ontario Superstars TR golocal VQA FSI Fixture Summer Wine Moscato Program Summer Rosés FOOD & DRINK Sold Space i love canada Goals of the Promotion Promotional Sign Gallery In-section special BAM offer Featured Gift (Promo Fixture) Mini-Thematic: Tequila (Promo Fixture). 17 Special Promotions (Mixed Drink) Fixtures.. 25 Advertising golocal - Ontario DIsPlAy TAblE GUIDElINEs Take-away Recipe cards on end aisles and Pod Ready-to-drink Summer Sold Block Pile Turn Tequila on the Promo Fixture Summer Rosé Program continues luggage Tag added value

2 Marketing & Product Guide June 19 - July 16, 2011 so The P4 I Love Canada promotion will position Canadian products from each category as the beverages of choice for summer entertaining, showcase our diverse selection of brands and formats, both large and small, all while inspiring national pride. We will attract customers with easy entertaining solutions by identifying the type of occasions products are best suited for. Cprod Let s celebrate Canada at the LCBO! E COP ONL

3 Promotional Sign Gallery All of the Promotional Sign Components that are available for re-order rder have a re-order mo number. If a sign component nt is missing or damaged call the Contact Centre ( ) and quote the re-order number. Please have a copy of the Marketing & Product Guide on hand. Thank you. MusC Music What does a Canadian summer sound like? How about Tom Cochrane s rock anthem Life Is A Highway, or Len s infectious, sun-drenched Steal My Sunshine or Bryan Adam s timeless classic Summer of 69? These are essential, but wait, there s so much more... E COP Here s our salute to great Canadian summers with a fantastic line-up of Canada s musical best, all just waiting to steal some sunshine! Music CD Re-order# ONL

4 Promotional Signs End Aisles Component End Aisle Backer Cards Dimensions: 30 w x 24 h Generic Backer card Branded Backer card End Re-order Aisle Products Code EA - Generic Discover The World EA1 Sleeman/ Labatt EA2 Dan Aykroyd/ Mission Hill/ Henry of Pelham EA3 Tag No5/ Iceberg/ Prince Igor EA4 Hockley Dark/ Amsterdam/ Steam Whistle/Waterloo/ Waterloo/ King/ L12040 Muskoka EA5 Pelee Pebbles/ Jackson-Triggs/ Peller French EA6 Canadian Club Classic/Reserve/Sherry Cask EA7 Moosehead/ Alexander Keith s EA8 My Time/ Mission Hill/ Pelee e Eco trail/mission Hill/ Pelee Eco Trail EA9 Mott s Clamato/Generic EA10 Creemore Springs/ Molson M/ Molson Canadian EA11 Jackson-Triggs/ Pelee Pebbles/ Peller French EA12 Wiser s and Small Batch/Generic EA13 St. Ambroise/ William Cider/ Blanche de Chambly EA14 20 bees/ es/ Prospect/ Strewn EA15 Mikes Hard Lime/Blueberry/ Lemonade EA16 Okanagan/ Rickards/ Grower s EA17 Prospect / Pelee/ Trius EA18 Gibson s Finest and Gibson s Sterling EA19 Prospect / Union/ Peller Estates EA20 Vex Banatini/ Strawberry/ Kiwi mango RickC E COP OP ONL O NL ono 4 Promotional Turn 4

5 Promotional Signs End Aisles P4 Cocktail Recipe cards The P4 Cocktail Recipe cards will be distributed to participating stores and are to be merchandised on the End Aisles 3, 6, 12, 18 in the slat wall brochure holders available from Central Supply ( ). They feature 4 delicious drinks must-haves for your backyard entertaining this summer! Bundled 150 per version. Re-order# QR (Quick Response) Code End Aisle pricer cards will have a QR code which will allow customers with mobile phones to photograph or scan the code and be automatically directed to the cocktail recipe website. Maple Leaf Luggage Tag To integrate with our P4 promotion, we are featuring red luggage tags with a Maple Leaf motif, which are to be placed on bottle necks. This is a free giveaway to our customers with the purchase of any Canadian product featured on End Aisles. Please note that additional luggage tags will NOT be available to reorder. Merchandising Instructions Apply to products on End Aisles 2, 3, 5, 6, 8, 11, 12, 13, 14, 17, 18 and 19. NO tags on End Aisles 1, 4, 7, 9, 10, 15, 16 and 20. Since products featured on End Aisles 1, 4, 7, 9, 10, 15, 16 and 20 are various formats, do not merchandise the luggage tag on these ends. Luggage Tags are to be placed on bottles only, not on cases or cans. LT COP ONL matico SPECIAL NOTE: The luggage tag features a printed insert for name, address, etc. However, this insert is English only. FLS and FLS designated locations should replace the English version with the printed bilingual version shipping to designated stores before the promotion begins. Marketing & Product Guide 5

6 Promotional Signs Store Entrance Component Where to install sign Re-order Code Images Hero Display Hero Display Banner Stand Insert Dimensions: 20 w x 70 h Pricer Cards Dimensions: 8 w x 7 h Thematic Banner Stand Insert Dimensions: 20 w x 70 h Backlit / Tasting Bar Dimensions: ns: 22 w x 33 3 h 8805 Forty Creek Barrel Select Whisky 1750 ml Forty Creek Barrel Select Whisky 1140 ml A cocktail recipe featured for this display will be available online at Hero Display 2 signs (one for each product) Thematic Banner Stand (store entrance) Install in the frame on the portable tasting bar. RAInsta RApo Some stores will be equipped with a backlit sign holder COP ONL Cling Vinyls Dimensions: 8 w x 6 h Entrance Door English: French: Promotional Turn 4

7 Promotional Signs Exterior Signs Component Where to install sign Re-order Code Images Exterior Banner ALTERNATE AS SHOWN Dimensions: 43 w x 87 h Show Card Dimensions: 28 w x 45 h Exterior Transparency Dimensions: 28 w x 45 h Install in the windows on the hangers or in the frames. ALTERNATE AS SHOWN Only for Stores 452, 483, 568 ALTERNATE AD528, AS SHOWN O COP ONL Marketing & Product Guide 7

8 Promotional Signs Power Aisle Banners Component Where to install sign Re-order Code Images Power Aisle Banner Over the central aisle Front: Logo Back: Couple Dimensions: 45 w x 30 h Power Aisle Banner Front: Couple with Canoe Back: Logo Dimensions: 45 w x 30 h Power Aisle Banner Front: Logo Back: Muskoka Chair Dimensions: s: 45 w x 30 h ALTERNATE AS SHOWN Over the central aisle. ALTERNATE AS SHOWN Over the central aisle. ALTERNATE AS SHOWN T COP ONL Promotional Turn 4

9 Promotional Signs Pods Component Where to install sign Re-order Code Images Pod Display Backers Power Aisle or prominent locations of the store. Wines for a Canadian Summer Pod Display Backers Iconic Canadian Whisky Pod Display Backers Ontario Craft Beer Coyotes Run Cabernet Merlot VQA 750 ml Coyotes Run Pinot Gris Pinot Blanc VQA 750 ml Girls Night Out Strawberry Samba 1500 ml Girls Night Out Tropical Tango 1500 ml Power Aisle or prominent locations of the store Crown Royal 750 ml 9043 Crown Royal 375 ml Crown Royal 1140 ml Crown Royal Black 750 ml Recipe Cards Display recipe e cards for 2 cocktails that will be featured on the Crown Royal PoC Pod. re-order # Aisle or prominent locations of the store Mill Street Belgian Wit 6 x 341 ml ADPower Alocat Mill Street Lemon Tea 473 ml Wellington Silver Wheat 473 ml Muskoka Summer Weissbier 750 ml E BAM in-section Shelf Talker To help promote the special BAM offer, a set of pre-printed shelf talkers will be shipped to participating stores. (See page 18) COP C re-order # ONL Pod Display Pricer Cards Dimensions: 8 w x 7 h On Pod cut cases, in front of participating product versions (sent in mailbag) Marketing & Product Guide 9

10 Promotional Signs Summer Blockpile Program Component Where to install sign Re-order Code Images Pole Top Signs RTD Block Piles Summer Sold Block Pile Pricer Cards Summer Sold Block Pile Shelf Talkers Summer Sold Block Pile RTD Block Piles On-shelf in front of participating product COP ONL 10 Promotional Turn 4

11 Promotional Signs Perimeter Component Where to install sign Re-order Code Images Perimeter Banner Logo/Couple Dimensions: 30 w x 30 h Perimeter Banner Couple with Canoe/Logo Dimensions: 30 w x 30 h Perimeter Banner Logo/Muskoka Chair Dimensions: 30 w x 30 h On the hangers around the periphery of the store. ALTERNATE BETWEEN VERSIONS On the hangers around the periphery of the store. ALTERNATE BETWEEN VERSIONS On the hangers around the periphery of the store. ALTERNATE BETWEEN VERSIONS COP ONL NL Marketing & Product Guide 11

12 Promotional Signs Perimeter Transparencies (4 versions) Component Where to install sign Re-order Code Images Perimeter Transparency Square: Logo Dimensions: 28.5 w x 28.5 h Perimeter Transparency Square: Couple Dimensions: 28.5 w x 28.5 h Perimeter Transparency Square: Couple with Canoe Dimensions: 28.5 w x 28.5 h Perimeter Transparency rency Vendor installed between June Square: not installed by end of day June 22, Muskoka Chair please contact Kelly Taylor by at Dimensions: s: kelly.taylor@lcbo.com or the Contact 28.5 w x 28.5 h Centre. RAIf COP ONL 12 Promotional Turn 4

13 L Promotional Signs Perimeter Transparencies (4 versions) Perimeter Transparency Horizontal: Logo Dimensions: 45.5 w x 28.5 h Perimeter Transparency Horizontal: Couple Dimensions: 45.5 w x 28.5 h Perimeter Transparency Horizontal: Couple with Canoe Dimensions: 45.5 w x 28.5 h Perimeter Transparency Horizontal: Muskoka Chair Dimensions: 45.5 w x 28.5 h Perimeter Transparency Vertical: Logo Dimensions: 28 w x 58 h Perimeter ht Transparency Vertical: Couple Dimensions: 28 w x 58 h sions:tr T O COP ONL Perimeter Transparency Vertical: Couple with Canoe Dimensions: 28 w x 58 h Vendor installed between June If not installed by end of day June 22, please contact Kelly Taylor by at kelly.taylor@lcbo.com or the Contact Centre Marketing & Product Guide 13

14 Promotional Signs Component Where to install sign Re-order Code Images Superstars Kit Includes: Backer cards x 2 Shelf Talkers Pricer Cards Recipe Cards Dimensions: 14 w x 24 h Cut case display at VQA Cube Complete Kit: Shelf Talkers Only: Popular Pick Kit Includes: Backer cards x 1 Dimensions: 14 w x 24 h golocal FSI Fixture VQA golocal Category Signs x 2 VQA cube centre sign x 1 Shelf Talkers 6 W x 3 H Bundles of 4 x 2 per kit Special Promotions Fixtures Drum Sign New Discoveries Dimensions: 48 w x h st Special Promotions Fixtures Poster New Discoveries s Dimensions: 22 w x 39.5 h tert Cut case display in Ontario Section One end of the VQA fixture Complete Kit: (Participating stores only) CO Mixed Drink Fixture # TRAD ADE Mixed Drink Fixture # COP ONL 14 Promotional Turn 4

15 Promotional Signs - Promotional Fixture (NOW SOLD SPACE) Component Where to install sign Re-order Code Images Promo Fixture Promo Fixture Sign - Short Note: The promo fixture is now Tequila part of the Mini- Thematic sold Dimensions: 28 w x 6 3/8 h space program. See page 19 for details. Promo Fixture Sign - Long Tequila Dimensions: 43 w x 6 3/8 h Promo Fixture & In-Section Shelf Talkers Tequila Dimensions: 6 w x 3 h Brochure Tequila Gift Centre Fixture Category Sign Summer Gifts Dimensions: 47.5 w x 6 3/8 h Promo Fixture Note: The promo fixture is now part of the Mini- Thematic sold space program. See page 19 for details. Promo Fixture and in-section in front of participating products On Promo Fixture in brochure OP holder 50 per box Gift Centre Fixture Install in front of products Each kit contains: 1 Category Sign Summer Gifts (English/French) 20 Summer Gifts Talkers Shelf (English/French) COP ONL NL Shelf Talkers (1 version) 5 w x 4 h For the gift boxes and bags. Install in front of products Each kit contains: 1 Category Sign Summer Gifts (English/French) 20 Summer Gifts Shelf Talkers (English/French) Marketing & Product Guide 15

16 Promotional Signs On-Shelf Signs Location Signs Message Component Specifications Re-order Images On shelf Pre-printed Limited Time Offer Bin Tags Bin Tags 5 w x 1 h (151 Versions) On shelf Pre-printed Air Miles Bin Tags Bin Tags 5 w x 1 h (141 Versions) On shelf Pre-printed New Product Bin Tags Bin Tags 5 w x 1 h On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf (7 Versions) Pre-printed Limited Time Offer Bin Tags (151 Versions) Pre-printed Air Miles Bin Tags (141 Versions) Pre-printed New Product Bin Tags (7 Versions) Pre-printed Bundling Bonus Air Miles Shelf Talkers (4 Versions) Pre-printed IMAGE Shelf Talkers (Red Border, 20 Versions) Pre-printed I Love Canada (77 versions) Pre-printed I Love Canada (77 versions) Pre-printed I Love Canada (Regular Program - 65 versions) Pre-printed I Love Canada (Community Program - 5 versions) Pre-printed I Love Canada (Discovery Program - 9 versions) Blank Shelf Talkers Discover the World (1 version x 50 per bundle) Blank Pricer Cards Discover the World (1 version x 50 per bundle) Blank Extender Strips Discover the World (1 version x 15 per bundle) Pre-printed Green Extender insert - 1 version cot Bilingual Bin Tags 7 w x 1 h Bilingual Bin Tags 7 w x 1 h Bilingual Bin Tags 7 w x 1 h Shelf Talkers 5 x Shelf Talkers 5 x Shelf TaC Talkers 5 x COP Pricer Cards - 8 x Extender strips Pre printed - 12 x 2.5 Extender strips Pre printed - 12 x 2.5 Extender strips Pre printed - 12 x Shelf Talkers 5 x 4 - Blank Pricer Cards - 8 x 7 - Blank Extender strips - Blank 12 x 2.5 Extender strips Pre printed - 12 x ONL NL

17 In-section Special BAM Offer E COP ONL

18 BAM In-section Shelf Talkers BAM In-section Shelf Talker To help promote the special BAM offers on the Ontario Craft Beer POD display (page 9), a set of pre-printed shelf talkers will be shipped to participating stores. AIr MIles Offer Receive 5 Bonus AIR MILES reward miles when you spend $15 or more on any participating products from these participating Ontario Craft breweries. eries. Participating Breweries Mill Street Brewery Great Lakes Brewery Wellington County Brewery Muskoka Cottage Brewery Beau s All Natural Brewing Co. Flying Monkeys Craft Brewery Better Bitters Brewing Co. Cameron s Brewing Co. F&M Breweries Grand River Brewing Black Oak Brewing Signage Pre-printed Shelf Talkers - 1 bundle of 10 T D Merchandising TsiTsi Instructions COP C Please merchandise the pre-printed shelf talkers in-section in front of any products from the participating breweries. ONL re-order # Promotional Turn 4

19 Promotional Fixture: Featured Gifts Canada Day A red galvanized beverage pail with a Maple Leaf - perfect for Canada Day gift giving! LCBO# If the featured gift items sell down, merchandise the year-round gift items on the fixture: LCBO# ear Round 1 Bottle Box LCBO# ear Round 2 Bottle Box E COP ONL N

20 ted io Promotional Fixture Featured Gifts - Canada Day Gift Components LCBO# Description Price Canada Day Beverage Pail $ Canada Day Wrap Kit $3.50 Refer to the worksheets posted on the Sales & Marketing Portal for force allocation of components by store. All items are case packed in units of 12. Merchandising Instructions Promotional Fixture end Ensure the Canada Day Beverage Pails are pre-wrapped with product as we do not recommend they be sold on their own. As an alternate option, display the gifting items with Canadian products that best suit your store demographics and/or per Store Managers discretion. Use the wrap kit provided to prepare the Canada Day Beverage Pail. The vessels acc must not be sold without products. We recommend assembling 12 gifts at a Write the following on the generic Gift time as there is enough material in each COmus Tags (available from Central Supply reorder# ) with a thin black marker. Canada Day Wrap Kit to prepare 12 vessels. If you run out of the Canada Day Product Name(s) Wrap Kits, order the ear Round Wrap Product LCBO#(s) Kit LCBO from your supplying Product Price(s) warehouse. Ensure you use a Generic Vessel LCBO# Gift Tag to itemize the components and Vessel Price products in T the pre wrapped vessel. Wrap Kit LCBO# Wrap Kit Charge ($3.50) Signage ge Total Price lt Promotional Fixture Category Signs and Shelf Talkers will be shipped to participating stores. Shipping Featured Gift components and signs will be shipped to participating stores the week of June 13, Participating Products Display Canada ada Day Beverage Pail with products promoted in the Canada Day newspaper Free Standing Insert (see page 28). COP ONL Affix the Gift Tags to the gift with the raffia. Tie the raffia with a simple bow. 20 Promotional Turn 4

21 Mini Thematic Sold Space Program In-Section & Promotional onal Fixture Tequila The product section of the Promotional Fixture is sold to the trade. Products participating in the Mini-Thematic program are promoted on the Promotional Fixture (and in-section if the product is already listed by the store). If the featured products are not listed: Store managers are strongly encouraged to order and merchandise participating products on the Promotional Fixture. Products brought in for the promotion should not be merchandised in-section. Products are not force-allocated. The 1-in/1-out rule does not apply on the promotional fixture. E COP OP ONL O

22 Mini Thematic Program Tequila : The spirit of summer Introduction Just like Scotch and Cognac, Tequila is enjoying a huge resurgence. ou ll find it in trendy bars and upscale restaurants that specialize in the spirit. During this mini-thematic, matic we will be featuring delicious premium 100% agave blancos, reposados, anejos and a Mezcal. Enjoy it neat, in a cocktail or with one of these delicious recipes - all featured in the new tequila brochure. Participating Products LCBO Product Description Size Silver Tequila 750 ml Don Julio Blanco Tequila ml Jose Cuervo Platino Reserva De La Familia a Tequila ml El Jimador Blanco Tequila ml P Patron Reposado Tequila C 750 ml Gran Centenario Reposado Tequila 750 ml Sauza Hornitos Reposado Tequila 750 ml Cabo Wabo Reposado Tequila 750 ml Herradura Reposado Tequila 750 ml Don Julio Reposado Tequila 750 ml Leyenda Del Milagro Tequila Reposado 750 ml Cazadores Anejo Tequila 750 ml Don Julio 1942 Anejo Tequila 750 ml Mezcal Jaral de Berrio 750 ml xt TRA RAD ADE Components onents and Re-ordering: COP C ONL Promo fixture sign, short Tequila: the spirit of summer ; English/French (re-order: ) Promo fixture sign, long Tequila: the spirit of summer ; English/French (re-order: ) Product shelf talkers (14 versions); English/French (re-order: ) Brochures: Bundles of 50 (re-order: ) Brochure re-order # Promotional Turn 4

23 Mini Thematic Program Tequila : The spirit of summer Merchandising Instructions Promo Fixture Insert Tequila: the spirit of summer category sign ONL into the sign band on the fixture. Install the pre-printed product shelf talkers in front of the participating pating products. Install the Tequila: the spirit of summer brochures in the Brochure Holders. Replenish throughout the promotion. In-section (if the product is already listed by the store) Merchandise the Tequila: the spirit of summer brochures in the in-section brochure holders. Install the pre-printed product shelf talkers in front of the participating products the store currently lists. COP ochureson ON L Marketing & Product Guide 23

24 Special Promotions Fixtures (Formerly Mixed Drink Fixtures) re-order code bam001 (bilingual) E CO COP ONL re-order code The Mixed Drink Fixtures are now used for Special Promotions. One of the Fixtures is now permanently designated to merchandise products on the Bonus AIR MILES Reward Miles support program. Select new products for P4 at the Store Manager s discretion. The second Special Promotion Fixture will be used to merchandise new products. The product selection is at store managers discretion. Please select new products from P2 to P4.

25 Special Promotions Fixtures Special Promotions Fixtures The Special Promotions Fixtures are free-standing product merchandisers located in the power aisle. Participating stores have NL 2 fixtures. Fixtures feature Bonus AIR MILES Reward Miles and New Discoveries. -ON Fixture #1 - Bonus AIR MILES Reward Miles One of the fixtures has been permanently designated to promote ote products participating in the Bonus Air Miles support program. ram. Bilingual versions of the poster and drum sign were supplied in P1 - RE-USE THESE SIGNS UNTIL FURTHER NOTICE. The existing blue bin ticket strip also stays in the bin ticket channel nel of the fixture until further notice. Replacement posters, drum signs and blue bin ticket strip can be ordered from the Contact Centre. 3C Description Component Re-order # Bonus AIR MILES Reward Miles Posters x 39.5 (English over Bilingual) BAM001 Bonus AIR MILES Reward Miles Drum Signs - 48 x 6 3/8 (English over Bilingual) BAM002 Bonus AIR MILES Reward Miles Roll of blue Bin Ticket Strip (REUSE EXISTING BLUE STRIP) BAM003 Select any products with a Bonus AIR MILES Reward Miles offer (selection is at the Store Manager s discretion). Install the Bin Ticket Buttons and regular Bin Tags in the Bin Ticket channel on the fixture to communicate the offers. et Fixture #2 New Discoveries Participating ProT Products Store managers will choose from the latest products added to their store s portfolio. E COP ONL O stingo components Description Component Re-order # New Discoveries Mixed Drink Posters - 22 x New Discoveries Mixed Drink Drum Signs - 48 x 6 3/ Promotional Turn 4

26 Advertising There is one Free Standing Insert being circulated in newspapers for the P4 promotion. The I Love Canada FSI will drop June 25 and 26, We are Canadian. an. We are generous, proud, funloving, hard-working and honest There s no one way to fully define what being Canadian is all about - we express our national pride in a variety of ways, layered by the places we ve come from. But in celebrating the best of who we are, we believe Canada s outstanding wines, legendary spirits and favourite brews are a great point of departure. There is an exciting line-up of Canadian products to inspire customers and share in the excellence that is truly and distinctly ours. depac do Canadians know how to enjoy our winters - but we celebrate our precious summers. Canadian Summers are all about entertaining with family and friends, in the backyard, on the patio or at the cottage. Embrace the weather, raise the flag and celebrate the red and white in true Canadian style! E COP ONL O

27 Advertising - I Love Canada FSI I Love Canada The newspaper Free Standing Insert will feature Canada s outstanding wines, legendary spirits and favourite brews. There is an exciting line-up of Canadian products to inspire customers and share in the excellence that is truly and distinctly Canadian. The focus of the FSI is on Canadian Summers - entertaining with family and friends, in the back yard, on the patio or at the cottage! St. Catherines Standard Niagara Falls Review Guelph Mercury Barrie Examiner Thunder Bay Chronicle Herald Kitchener Waterloo Record Hamilton Spectator Globe and Mail Ottawa Citizen Windsor Star Drop date: June 25 and 26, 2011 All stores will receive 15 copies for reference. Toronto Sun Ottawa Sun London Free Press O Kingston Whig Standard OSudbury Star Toronto Star LCBO# Description Size (ml) Spirits Crown Royal Black Forty Creek Barrel Select Whisky Canadian Club Classic Wiser s De Luxe Gibson's Finest Iceberg Vodka 1750 Ready to Drink Mott's Clamato Caesar Original 4 x Vex Hard Kiwi Mango Lemonade 6 x Mike's Hard Blueberry Lemonade 4 x 330 Ontario Wines HT / New World Wines Strewn Gewurztraminer/Riesling VQA Prospect Winery Chardonnay VQA The Census Count Mission Hill Cabernet Merlot VQA Five Vineyards Copper Moon Moonlight Harvest Merlot Peller French Cross Pinot Grigio Cask 4, Jackson-Triggs Unity Pinot Grigio (V) Henry Of Pelham Sauvignon Blanc VQA Niagara (V) Mission Hill Reserve Cabernet Sauvignon VQA Okanagan 750 Party Zone Smirnoff Ice 4 x Mike's Hard Lemonade 4 x Rockstar Original Palm Bay Pineapple Mandarin Orange Spritz 6 x 355 E COP O ONL NL 28 Promotional Turn 4

28 Advertising - I Love Canada FSI I Love Canada LCBO# Description Size (ml) Vex Electric Lemonade 6 Pk-B 6 x Mott's Clamato Caesar Extra Spicy 4 x 355 go Local Bees Cabernet Merlot VQA Peninsula Ridge Sauvignon Blanc VQA Dan Aykroyd Cabernet Merlot VQA Chateau Des Charmes Gamay Noir VQA Kacaba Vineyards Meritage Coyotes Run Pinot Gris Pinot Blanc VQA Konzelmann Canada Red VQA Fielding Estate Gewurztraminer VQA Stoney Ridge Warren Classic Pinot Noir VQA My Time White VQA Crush White VQA Pillitteri Gewurztraminer/Riesling VQA Henry Of Pelham Cabernet/Merlot VQA Strewn Cabernet/Merlot VQA Creekside Sauvignon Blanc VQA Vineland Estates Unoaked Chardonnay VQA 750 Beer & Cider Mill Street Lemon Tea* Wellington Silver Wheat* Great Lakes Crazy Canuck Pale Ale* St-Ambroise Pale Ale 4 x Moosehead Cracked Canoe 6 x Okanagan Spring Pale Ale 6 x 341 *5 Bonus AIR MILES Reward Miles when you spend $15 or more on Ontario Craft Beer from any of these great AR breweries: OR 5 Bonus AIR MILES Reward Miles when you spend $15 or more on participating Ontario Craft Beer* StrT RA R TRA RAD ADE Mill Street Brewery Great Lakes Brewery Wellington County Brewery Muskoka Cottage Brewery COP O Beau s All Natural Brewing Co. Flying Monkeys Craft Brewery Better Bitters Brewing Co. ONL Cameron s Brewing Co. F&M Breweries Grand River Brewing Black Oak Brewing * Participating Craft breweries as identified above Marketing & Product Guide 29

29 Advertising - Single Beer Can FSI Beer World A Free Standing Insert featuring Single Format Cans will be distributed two weeks before the start of P5 Beer World. Globe & Mail Toronto Star Ottawa Citizen Toronto Sun Ottawa Sun Kingston Whig Standard Drop Dates: July 9 th and 10 th London Free Press Windsor Star Sudbury Star Hamilton Spectator Kitchener- Waterloo Record National Post LCBO# Description Size (ml) Retail Price LTO BAM International Lager Selections Labatt Blue 473 $ Sleeman Cream Ale-Can 473 $2.15 $ Budweiser OP $ Alexander Keith s Premium AleC White Ale 473 $ Tiger Beer 500 $ Sapporo Premium Beer er 650 $ Keller Premium Lager 500 $ Lech Beer 500 $ Pilsner Urquell 500 $2.35 $ Czechvar Premium Lager 500 $ Radeberger Pilsner 500 $2.00 $ Warsteiner Premium Lager 500 $ Spaten 500 $ Grolsch Blond 500 $ Heineken Lager 500 $ Estrella Damm Lager 500 $2.30 TEstrel Tecate 473 $ Molson M 473 $2.25 Ontario Craft Beers Creemore Springs Kellerbier 473 $ Great Lakes Devil s Pale Ale 473 $ Wellington SPA 473 $2.50 TRA RAD ADE E COP ONL 30 Promotional Turn 4

30 golocal Ontario Wines E COP VQA FSI Fixture Ontario Superstars Ontario Popular Pick ONL

31 golocal FSI Fixture Program Overview Refer to the Participating Stores Section of this guide. The program is mandatory - stores with the fixture must order the participating products. Stores only need to perform a 1-in/1-out if the Store Manager decides to keep the product past the promotion end dates. Key Dates Install: May 22, 2011 Takedown: July 16, 2011 Components golocal Sign Kit - Re-order# VQA golocal Category Signs x 2 per kit, VQA cube centre sign x 1 per kit, Shelf Talkers 6 W x 3 H Bundles of 4 x 2 per kit Advertising A newspaper Free Standing Insert will be distributed in the following publications on June 11 1 and 12: Globe and Mail Toronto Star Ottawa Citizen Toronto Sun Ottawa Sun National Post London Free Press T E Hamilton Spectator Windsor Star Kingston Whig- Standard Kitchener-Waterloo Record Sudbury Star Participating Products LCBO# Description Size (ml) Red House Cabernet Shiraz VQA White House Riesling Pinot Grigio Angels Gate Gewürztraminer VQA Girls Night Out Merlot Chard Rosé VQA 750 Products remain on the fixture in P4. Merchandising ing Instructions 1. Merchandise theo e the four participating products on the top shelf of the VQA gondola retrofitted rret fixture. 2. Install the golocal Centre sign on the retrofitted end. 3. Install the golocal Category Signs in the sign bands on either side of the Oi Centre Sign. 4. Install the pre-printed shelf talkers in front of each participating product in their regular shelf location. COP 3.OP ONL There are no recipe cards for this period. Please save the recipe card holders for future use on this fixture. 32 Promotional Turn 4

32 Ontario Superstars Ontario Superstars Canada White VQA ml $12.95 Fruity and crisp with a slight hint of sweetness, this Riesling has an explosion of flavour perfect for pairing with seafood, turkey and pork dishes. Lake & River Series River Rock Red VQA ml $10.95 This award-winning blend is delicious with pasta, pizza and grilled beef. The tart berry, pepper and plum flavours are bold and ideal for casual summer gatherings. Component Where to install sign Re-order Code Superstars Kit Includes: Backer cards x 2 Shelf Talkers Pricer Cards Recipe Cards Dimensions: 14 w x 24 h Cut case display at VQA Cube OP ONL Complete Kit: Shelf Talkers Only: T COP Marketing & Product Guide 33

33 L Ontario Popular Pick Popular Pick Sawmill Creek Merlot ml Perfect for outdoor entertaining! Sip on its own or pair this smooth and fruity wine with summer fare like dry-rubbed ribs, thick juicy burgers or sausages. LIMITED TIME OFFER Valid until July 17, 2011 Was: $16.00 Save: $2.00 Now: $14.00 Component Where to install sign Re-order Code Popular Picks Kit Includes: Backer cards x 1 Cut case display in Ontario Section Dimensions: 14 w x 24 h stac E Cut case di COP P ONL 34 Promotional Turn 4

34 Ontario Craft Beer End Aisle Program Ontario Craft Beer Fixture Premium/ Specialty Beer Program E COP ONL

35 Ontario Craft Beer End Aisle Program Details The Ontario Craft Beer End Aisle is a year-round program. Implementation is mandatory for all participating stores. Direct any inquiries about the fixtures to the Beer and Cider department at Key Date Install Date: June 19, 2011 End Date: July 16, 2011 Components Preprinted Shelf Takers (English): Re-order# Preprinted Shelf Takers (French): Re-order# End Aisle Backer Card: Re-order# OCBEA01 Note: FLS designated stores need to display both French and English versions of the product shelf talkers. Participating Products LCBO # Description Price SIZE Brewery Contact # Distributor Code Wellington Silver Wheat $ ml Wellington County DC 4826 Ale D$2 Brewery Green Tea Ale $ ml Great Lakes Brewery DC Mill Street Organic Lager $ x 341 ml Mill Street Brewery DC 1950 Participating Stores TRAD RADE COP O 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 25, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 525, 528, 549, 556, 579, 619, 623, 624, 630, 702 ONL ocb end aisle Backer card re-order # ocbea01 36 Promotional Turn 4

36 Ontario Craft Beer Fixture Program Details Merchandising the OCB Fixture is a year round program and implementation is mandatory for all participating stores. Direct any inquiries about the fixtures to the Beer and Cider department at Key Date Components Install Date: June 19, 2011 Preprinted Shelf Takers (English): End Date: September 10, 2011 Re-order# OCB008 Preprinted Shelf ONL Takers (French): Re-order# OCB009 Participating Products Note: FLS designated stores need to display both French and English versions of the product shelf talkers. LCBO# Description Price Size Brewery Contact# Distributor Code Elora Grand Lager $ ml Trafalgar Ales & Meads DC King Pilsner $ x341 ml King Brewery DC Galt Knife Old Style $ ml Grand River Brewing DC Anti-Gravity Light Ale $ x355 ml Flying Monkeys Craft Brewery DC 6309 Participating Stores Ontario craft brewers designated stores with Fixtures: 5, 10, 14, 15, 19, 115, 149, 164, 187, 226, 295, 325, 334, 355, 360, 390, 417, 445, 495, 542, 590, 623 COP Ontario craft brewers designated stores with category signage: 1, 2, 3, 4, 5, 6, 9, 10, 11, 14, 15, 19, 20, 21, 25, 31, 35, 36, 37, 38, 40, 60, 95, 106, 115, 130, 149, 156, 163, 164, 171, 185, 187, 200, 209, 212, 214, 217, 226, 243, 288, 295, 298, 300, 325, 329, 334, 346, 355, 360, 367, 371, 373, 378, 385, 390, 393, 407, 411, 417, 420, 432, 437, 438, 445, 452, 457, 485, 495, 499, 522, 528, 532, 542, 544, 545, 549, 553, 568, 572, 573, 575, 579, 590, 623, 624, 629, 630, 700, 702, 742, 771, 776 ONL Ontario Craft Brewers Marketing & Product Guide 37

37 Premium Specialty Beer Program Program Details The Premuim Specialty Beer Program continues through to PT6. Key Dates Install: May 22, 2011 Takedown: September 10, 2011 Components Product Shelf Talkers: English: Re-order # OCB012 French: Re-order # OCB011 Note: FLS designated stores need to display both French and English versions of the product shelf talkers. Participating Products LCBO# Description Price Banana Bread Beer $ Sunburst Golden Ale $ Great Lakes Green Tea Ale $ Rosee d Hibiscus $ Dominus Vobiscum Blanche $ Celt Golden Crafted Ale $ Samuel Smith s Organic Raspberry Ale $ Lindeman s Kriek $ Lindeman s Cuvee Rene (Gueuze) $ Badger Golden Champion Ale $ Organic Georg Schneider s Wiesen Edel-Weisse $3.25 gat TRA RADE COP ONL ON Fuller s Organic Honey Dew $ Southern Tier 2 XIPA $ Christoffel Bier $ Coeur Brise Raspberry Beer $ Schofferhofer Hefeweizen $ Trafalgar Cherry Ale $ Promotional Turn 4

38 Ready-to-Drink Summer Sold Block Pile The second product turn on the RTD Summer Sold Block Pile starts s in P4 and continues throughout the summer. Two products remain on the display and four new ones are introduced. Replace the Pole top signs and the Pricer Cards. All participating stores are reminded that our suppliers have bought into this program. Please implement it as any other sold program, the display must be built on time, maintained with sufficient inventory for the entire duration and signed with the approved material. impc E COP OP ONL

39 Ready-To-Drink Summer Sold Block Pile Continued P4 Participating Products LCBO# Description Format Price Smirnoff Ice 4 x 330 ml $9.95 Repeated from PT3 Block Pile Mike's Hard Lemonade 4 Pk-B 4 x 330 ml $9.95 Repeated from PT3 Block Pile Rockstar Original 473 ml $ Palm Bay Pineapple Mandarin Orange Spritz 6 x 355 ml $ Vex Electric Lemonade 6 Pk-B 6 x 330 ml $ Mott's Clamato Caesar Extra Spicy 4 x 355 ml $10.75 Participating Stores Participation is mandatory for the following stores: 1, 5, 8, 9, 10, 14, 15, 19, 20, 21, 23, 24, 27, 28, 29, 30, 31, 32, 34, 35, 36, 38, 39, 42, 43, 44, 45, 46, 47, 48, 49, 50, 52, 55, 56, 58, 61, 62, 63, 64, 67, 68, 69, 70, 72, 73, 74, 77, 78, 80, 82, 83, 84, 85, 86, 87, 88, 90, 91, 93, 94, 95, 97, 98, 99, 101, 103, 104, 107, 108, 109, 110, 113, 114, 115, 122, 123, 125, 126, 127, 128, 132, 133, 136, 137, 139, 140, 141, 143, 144, 148, 149, 151, 152, 153, 155, 156, 157, 158, 160, 164, 165, 166, 168, 169, 171, 173, 174, 175, 176, 179, 181, 1, 182, 183, 184, 185, 186, 187, 188, 190, 191, 193, 194, 195, 196, 197, 198, 199, 200, 201, 202, 205, 207, 209, 211, 212, 213, 214, 217, 218, 220, 222, 223, 224, 225, 226, 228, 229, 230, 231, 233, 234, 236, 237, 238, 239, 240, 242, 243, 247, 248, 249, 250, 253, 255, 256, 258, 258, 262, 263, 265, 266, 268, 269, 270, 271, 272, 275, 276, 277, 278, 279, 286, 288, 292, 295, 297, 298, 299, 300, 302, 303, 304, 308, 309, 310, 311, 312, 315, 321, 322, 324, 325, 326, 327, 329, 330, 334, 335, 340, 343, 344, 346, 348, 351, 355, 356, 359, 361, 362, 365, 366, 367, 370, 371, 372, 373, 375, 376, 377, 378, 379, 380, 381, 382, 383, 385, 386, 388, 390, 393, 394, 398, 400, 402, 404, 405, 40C40 407, 408, 409, 412, 415, 416, 417, 418, 421, 422, 425, 426, 428, 430, 431, 432, 434, 435, 436, 437, 438, 441, 443, 444, 445, 446, 448, 449, 451, 452, 453, 456, 457, 458, 459, 461, 462, 464, 465, 467, 470, 471, 473, 474, 475, 481, 484, 485, 486, 487, 488, 489, 490, 494, 495, 497, 499, 501, 504, 505, 507, 509, 510, 511, 517, 518, 519, 521, 522, 523, 527, 528, 529, 531, 533, 536, 539, 540, 542, 543, 544, 545, 546, 549, 550, 553, 555, 556, 558, 559, 561, 562, 563, 564, 565, 566, 568, 569, 572, 573, 575, 5, 576, 578, 581, 584, 586, 587, 589, 590, 591, 593, 596, 598, 599, 601, 602, 603, 605, 616, 617, 618, 618, 619, 623, 624, 629, 630, 631, 632, 634, 637, 698, 700, 702, 703, 771, 776 E COP C ONL 40 Promotional Turn 4

40 Ready-To-Drink Summer Sold Block Pile Continued Merchandising Instructions Build one block pile with all six of the participating products in a high traffic area of the store. PRODUCT #1 2 Cases Wide (min) 7 Cases High (max) PRODUCT #2 2 Cases Wide (min) 7 Cases High (max) PRODUCT #3 2 Cases Wide (min) 7 Cases High (max) POLE TOP SIGN POLE TOP SIGN POLE TOP SIGN PRODUCT #4 PRODUCT #5 PRODUCT #6 2 Cases Wide (min) 2 Cases Wide (min) 2 Cases (min)on Wide (min) 7 Cases High (max) 7 Cases High (max) 7 Cases High (max) This block pile should not be built in the seasonal discretionary block pile space allocated by Supply Chain. Build it in another high profile location. The block pile should consist of two cases of each product (minimum), stacked seven cases high. Do not build too close to other sold space displays (Hero, Pod, etc.). Use Poles and the supplied pole top signs (re-order# ) on the block pile displays. Use the pricer cards (re-order# ) supplied to communicate the price of the products. Use the shelf talkers (re-order# ) provided if the products are also merchandised on-shelf or in the store s fridge. het mt COP ONN max)on g ONL If the store stotsto does not have enough available floorspace for one, six product block pile, build multiple Block Piles in either a four product/two product configuration or a two product/two product/two product configuration. PRODUCT #1 2 Cases Wide (min) 7 Cases High (max) PRODUCT #4 2 Cases Wide (min) 7 Cases High (max) PRODUCT #2 2 Cases Wide (min) 7 Cases High (max) PRODUCT #5 2 Cases Wide (min) 7 Cases High (max) PRODUCT #3 2 Cases Wide (min) 7 Cases High (max) POLE TOP SIGN POLE TOP SIGN POLE TOP SIGN PRODUCT #6 2 Cases Wide (min) 7 Cases High (max) OR PRODUCT #1 2 Cases Wide (min) 7 Cases High (max) PRODUCT #4 2 Cases Wide (min) 7 Cases High (max) PRODUCT #2 2 Cases Wide (min) 7 Cases High (max) PRODUCT #5 2 Cases Wide (min) 7 Cases High (max) PRODUCT #3 2 Cases Wide (min) 7 Cases High (max) POLE TOP SIGN POLE TOP SIGN POLE TOP SIGN PRODUCT #6 2 Cases Wide (min) 7 Cases High (max) 4 Products / 2 Products configuration 2 Products / 2 Products / 2 Products configuration Marketing & Product Guide 41

41 Ready-To-Drink Summer Sold Block Pile Continued Component Where to install sign Re-order Code Images Pole Top Signs RTD Block Piles Summer Sold Block Pile Pricer Cards Summer Sold Block Pile Shelf Talkers Summer Sold Block Pile RTD Block Piles COP On-shelf in front of participating product E C ONL Promotional Turn 4

42 nstc Summer Wine Program Moscato Sign Package re-order# Install: May 24, 2011 Take down: September 10, 2011 Partcipating Stores: 1, 3, 4, 5, 6, 8, 10, 11, 12, 13, 14, 15, 18, 19, 21, 22, 25, 26, 27, 31, 35, 36, 37, 38, 40, 42, 44, 45, 54, 57, 59, 60, 62, 63, 65, 68, 70, 71, 73, 74, 77, 79, 80, 82, 83, 84, 88, 95, 97, 102, 106, 115, 123, 125, 130, 132, 139, 140, 144, 145, 148, 149, 154, 156, 163, 164, 167, 168, 171, 179, 182, 187, 196, 197, 198, 199, 200, 202, 207, 210, 212, 214, 216, 217, 218, 221, 222, 223, 225, 226, 227, 228, 229, 233, 243, 244, 248, 252, 253, 255, 259, 261, 265, 270, 278, 287, 288, 295, 297, 298, 300, 306, 310, 311, 321, 324, 325, 330, 331, 334, 340, 344, 346, 351, 353, 355, 359, 360, 367, 371, 373, 378, 382, 383, 384, 385, 386, 387, 388, 389, 390, 393, 394, 398, 400, 401, 403, 404, 406, 407, 412, 415, 417, 419, 425, 426, 431, 432, 434, 435, 437, 438, 443, 445, 452, 453, 454, 457, 461, 465, 485, 486, 494, 495, 497, 499, 501, 505, 511, 521, 528, 532, 534, 536, 537, 540, 544, 545, 546, 549, 553, 556, 559, 569, 573, 575, 579, 582, 589, 590, 593, 599, 602, 612, 616, 619, 623, 624, 629, 630, 631, 698, 702, 771, 776 E nstcop ONL

43 Summer Wine - Moscato Continued Merchandising Instruction Participating Stores were allocated either one or three cases of the featured product. Please continue to order sufficient inventory of the featured product to build and maintain a full-looking display. Build a display on a discretionary end aisle with the featured product. Keep the backer card and pre-printed pricer cards on the display. Display the pre-printed shelf talkers in front of the featured product in-section if the store already lists the product. Please Note There is NO BAM offer for P4. Please turn the pricer card and shelf talkers over to ensure there is no BAM offer displayed for P4. Participating Product LCBO# Botter Puglia IGT Moscato CO 750 ml $9.95 A great patio and picnic wine! Off-dry f-dr with aromas and flavours of apple, pear, peach, and lychee with a slight effervescence. fervescence. Moscato tastes great served chilled on its own or as an aperitif with spicy foods. Components: The components shipped as one kit: End Aisle Backer card Pre-printed Pricer Card: no BAM offer over 4 BAM offer (2 pieces) Pre-printed Shelf Talker: no BAM offer over 4 BAM offer (2 pieces) 2T Re-order#: TRA RADE D E COP O withc ONL 44 Promotional Turn 4

44 Summer Rosés As of P2, products participating in the Summer Rosé program were added to the Seasonal Products Category Section of the Wines Fridge. Refer to your Wine Fridge Planoguide package for more details. Last year s Rosé Program ram was very successful, resulting in net sales of $5.2 Million, up 100% over the previous year. This year we are anticipating excellent ent sell through in response to an enhanced product assortment and strong in-store presence. The 2011 Rosé assortment consists of products that were top sellers in 2010, as well as 12 exciting new products like Lucky Country Rosé and Masi Modello delle Venezie Rosato. This year there are 25 wines participating in the Summer Rosé Program. newc $O All stores may order the Summer Rosé products at the store Managers discretion. E COP ONL O The 25 participating products are not to be planogrammed on-shelf. Please do not merchandise them in-section. The 1-in/1-out rule will not apply. The products will also be excluded from actual SKU count on the stores Flash Report and should not be included on the Backroom Tracker.

45 Summer Rosé Program Continued Participating Products LCBO # Product Name Price* Size New Product Merchandising Locations Jacob's Creek Shiraz Rosé $ ml Promo Table Folonari Pink Pinot Grigio $ ml Promo Table 1 Promo Two Oceans Shiraz Rosé $ ml Promo Table 1 products Sogrape Gazela Rosé $ ml Promo Table 1 will The Beach House Rosé $ ml Promo Table 1 Pr Table prod w change Sangre de Toro Rosé $ ml NEW Promo Table 1 P3, P Cono Sur Reserva Carmenere Rosé $ ml NEW Promo Table 1 and P La Vielle Ferme Cotes Du Ventoux Rosé $ ml Table Barefoot Cellars White Zinfandel $ ml Gift Centre Ogio Primitivo Rosé $ ml Gift Centre Banrock Station Pink Moscato Rosé $ ml Gift Centre ONPromo OGi Farnese Montepulciano Cerasuolo d'abruzzo DOC $ ml NEW Gift Centre Villa Maria Private Bin East Coast Rosé $ ml NEW Gift Centre Sangiovese Rosé alumba Series $ ml NEW Gift Centre Lucky Country Rosé $ ml NEW Gift Centre Chateau de Manissy AOC Tavel 750 ml NEW Gift Centre Tres de Saint Loues $ ml NEW Gift Centre Georgian Bay Rosé Cranberry Apple Wine $ ml NEW Gift Centre Masi Modello delle Venezie Rosato Igt $ ml NEW Gift Centre Marques de Caceres Rosado $ ml NEW Gift Centre Sibling Rivalry Pink VQA $ ml Basket - Discretionary Flourish Rosé VQA CO$14.95 $ ml NEW Basket - Discretionary Fuzion Shiraz Rosé $ ml Store Manager s Discretion Misterio Rosé Malbec-Shiraz $ ml Store Manager s Discretion Open Rosé VQA $ ml Store Manager s Discretion * Price is subject to change. Merchandising Instructions Continue tot T to maintain Summer Rosé displays. There are five types of merchandising options Gift Centre, Promo Table #1, Basket, Discretionary Space/End Aisle and Wine Fridge. TRA RAD ADE WO COP C ONL Gift centres Stores participating in the Rosé program should merchandise 12 of the products (minimum of three facings each) on the Gift Centre. Do not merchandise Rosé wines in any Gift Centres under direct sunlight. Include featured gifts and gift packaging on the fixture. Promo Table #1 Stores with Promo Table #1 will continue to feature the eight participating Rosés from P3 on the fixture. Please refer to page Promotional Turn 4

46 Summer Rosé Program Continued Merchandising Instructions (continued) baskets Consider one basket at a cash desk to present Rosé as an impulse buy. Also consider including the summer Rosé products in staff tastings for the Staff Pick program. Wine Fridge Planoguide This year s P2 to P6 Wine Fridge Planoguide, includes 18 products from the Summer Rosé program. The wines have been assigned to the Seasonal Products Category Section. Products should be added to the Wine Fridge, not the Cooler oler Fridge. Refer to your Wine Fridge Planoguide package for more details. discretionary For stores with discretionary space (i.e. Ends Aisles, baskets), we ask that you strongly consider the Seasonal Rosé wines to optimize sales during Rosé s peak sales season. Signs The Summer Rosé signs shipped during P1 and should be re-used throughout the summer. Component Where e to install signc sign Re-order Code Images Promo Table #1 Sign THE SIGN SHIPPED FOR P3 ROSE001 Summer Rosé REMAINS IN PLACE FOR P4 Dimensions: See page 92 for product 18 w x 24 h details Sub Category Sign Summer Rosé Dimensions: ions: 8 w x 3 h RoséT TalkersTR Shelf Talkers Summer Rosé Dimensions: 8 w x 3 h Basket Signs Summer Rosé Dimensions: 11 w x 7 h FORC Wines Fridge in front of Seasonal Products R E In front of participating product wherever it is merchandised in the store. DO NOT DISCARD UNUSED SIGNS, THE WILL BE USED LATER IN THE SUMMER. In baskets where Summer Rosés are merchandised. COP ROSE002 ROSE signs 25 Summer Rosé Versions 35 ear-round Rosé versions ROSE004 ONL N Summer ear-round Marketing & Product Guide 47

47 Summer Rosé Program Continued Participating Stores will merchandise on: Promo Table #1 10, 22, 57, 115, 187, 252, 253, 265, 334, 346, 355, 378, 412, 445, 523, 545, 590, 617, 619, 624, 631, 632, 703 L basket - discretionary N 5, 21, 23, 65, 73, 95, 125, 191, 195, 201, 237, 242, 253, 326, 329, 344, 346, 366, 381, 392, 417, 456, 483, 486, 490, 497, 505, 511, 522, 523, 534, 569, 579, 605, 619, 635, 636, 703, 771 Gift centre O P O 15, 18, 25, 34, 38, 40, 50, 57, 64, 65, 70, 82, 99, 102, 125, 130, 140, 145, 148, 154, 164, 166, 171, 182, 185, 191, 198, 207, 211, 214, 217, 226, 228, 237, 239, 243, 244, 248, 262, 263, 295, 324, 329, 346, 353, 355, 358, 365, 381, 390, 393, 404, 412, 416, 426, 431, 444, 452, 456, 457, 459, 461, 465, 483, 497, 501, 505, 526, 527, 528, 534, 536, 540, 556, 566, 568, 569, 579, 593, 619, 624, 635, 700, 702, 771 C GIFTS CADEAUX TEXAS MICKES Product G SEASONAL GIFTS Product C Product Pr oduct D AD SEASONAL GIFTS Product B Product Pr oduct E Product Pr oduct F E Product A GIFTS CADEAUX T E X A S M I C K ES Product Pr oduct B TR Product Pr oduct A Product oduct H Product Pr oduct I Product Pr oduct C Product Pr oduct J Product D Product K Pr Product E Product L Product F Product A Product B Product C Product D Product E Product F Product G Product H Product I Product J Product K Product L Product A Product B Product C Product D SEASONAL GIFTS SEASONAL GIFTS SEASONAL GIFTS GIFT S Product Pr oduct G 48 Product H Product I Product J Product K Product L SEASONAL GIFTS Promotional Turn 4

48 FOOD & DRINK The Summer 2011 issue of FOOD & DRINK will be distributed in stores June 29, Please do not display the issue prior to this date. Features: Uncover fantastic grilling tips for a perfect barbecue with related mouth-watering recipes. Transform lemonade into ioi five delectable grownup cocktails. cktails. Simple yet sophisticated appetizers, salads and desserts showcase fresh seasonal ingredients. Delicious fish sandwiches and inventive sides make for a new summer sensation. Celebrity Chef Robert Rainford and our Senior Editor James Chatto share the hottest new grilling techniques and tools, plus stand out recipes. Celebrate great Canadian moments with a host of Great Canadian Drinks. Indulge in the taste sensation of gourmet burgers complemented with drinks to match. Icewine and late harvest wines pair perfectly with sweet and savoury seasonal fare. Enjoy no-fuss entertaining with refreshing wheat beers plus three tasty treats. E COP CO ONL deo

49 FOOD & DRINK Continued Merchandising Instructions This issue should be merchandised prominently in the magazine stands. The stands should be positioned in the selling area of the store. If your store does not have a stand, please display FOOD & DRINK at all checkouts, customer service and the Info centre. Once your supply has been depleted, please store the stand until the next issue arrives in store. Do not use the stand to display other materials. To request additional copies once your original supply has run out, please wayne.leek@lcbo.com. our should include the following information: Store# and contact name Number of additional copies and why English or French edition We will distribute the magazines equitably among all store who request overs 10 days after original distribution. As supply is limited, ited, stores may not receive the quantity requested. Watch for the Autumn 2011 issue of FOOD & DRINK, which will be in stores on Wednesday, September 27th. Participating Products LCBO# Description Price* MATCHMAKER MATCHES - all matches from stories Muskoka Lakes Cranberry/Blueberry Wine $ Linden Bay Pinot Grigio $10.95 (VE) Cave Spring Estate Riesling VQA $ ering Station Little ering Chardonnay $14.95 (VE) Cloudy Bay Sauvignon Blanc $ Sandbanks Estate Cabernet Franc VQA $ oft ST Henry of Pelham Cuvée Catharine Brut Sparkling VQA $ Hardys rdystrdys Stamp Series Riesling-Gewürztraminer $ Gonzalez Byass Tio Pepe Fino $ Errazuriz Sauvignon Blanc $ Castillo De Monseran Garnacha $ Val D'Oca Prosecco DOCG $ Boutari Moschofilero White $ Bersano Barbera D'Asti $ Creekside Sauvignon Blanc VQA $ Vineland Estates Semi Dry Riesling VQA $ Southbrook Framboise (375 ml) $ Grand Marnier $44.45 *Price subject to change. nzat COP ONL 50 Promotional Turn 4

50 FOOD & DRINK Continued LCBO# Description Price* 6445 Creemore Springs Premium Lager (473 ml) $ Cline Zinfandel $ Boutari Agiorgitiko Nemea Red $ Trumpours Mill Gamay Noir VQA $14.95 (VE) Ravenswood Vintners Blend Zinfandel $17.95 (VE) Rodney Strong Estate Pinot Noir $24.95 (V) Henry of Pelham Reserve Baco Noir VQA $24.95 (VE) Tignanello IGT Toscana $ Trius Cabernet Franc VQA $14.95 (VE) Henri Bourgeois Les Baronnes Sancerre $ Fielding Estate Riesling VQA Lake & River Series Cabernet Franc VQA $ Malivoire Guilty Men White VQA $ Peller Estates Ice Cuvée VQA $31.95 (VE) Mission Hill Reserve Cabernet Sauvignon VQA $ Castello Di Neive Barbaresco $ Knob Creek Bourbon $ Henry of Pelham Select Late Harvest Vidal VQA (375 ml) $ Cointreau $ Fragoli Wild Strawberry Liquor (500 ml) $ Fruli Strawberry Beer (250 ml) $ Osborne Santa Maria Cream Sherry $11.35 (VE) Grappa Sarpa Di Poli $39.95 (V) Croft Pink Port C $ Smirnoff Strawberry Twist Vodka $ Palladium Grappa Chardonnay & Strawberry $24.90 (VE) Fontanafredda Briccotondo Barbera ra $ Stoney Ridge Warren Classic sic Pinot Noir VQAC VQA VQCr $ Cave Spring Dry Rose VQA $ Duggan's #9 IPA (6 pk) $11.95 (VE) Kaiken Malbec $ Peller Estates Family Series Cabernet Franc VQA $ Pelee Island Lighthouse Cabernet Franc VQA $ Freixenet Cordon Negro Brut $ Lake Chalice Cracklin Savie Sauvignon Blanc $ Mill St. Belgian Wit (6 pk) $ Jackson-Triggs Gewürtraminer Black Series VQA $ Beringer White Zinfandel $ Growers Blueberry Cider (6 pk) $ McGuinness Exotic Blueberry Liquor $19.95 THE EH TEAM (V) Malivoire Ladybug Rosé VQA $ TMa THillebrand Trius Brut VQA $ Cave Spring Sauvignon Blanc VQA $ Creemore Springs Traditional Pilsner (473 ml) $ Forty Creek Confederation Oak Reserve Whisky $ Angels Gate Süssreserve Riesling VQA $ Girls' Night Out Merlot, Chardonnay Rosé VQA $ Henry of Pelham Baco Noir VQA $ Bassano Hard Soda Lemon Sanguinelli (4 pk) $ Tag No. 5 $ Propeller Extra Special Bitter (6 pk) $13.05 (V) Quails' Gate Pinot Noir VQA $24.95 *Price subject to change. E COP P ONL Marketing & Product Guide 51

51 FOOD & DRINK Continued LCBO# Description Price* WHAT'S NEW ON THE Q Alvear Amontillado sherry $ Alianca Bairrada Reserva Sangalhos $ Sandbanks Estate Baco Noir VQA $14.95 GLOBETROTTING White Owl Whisky $ Skyy Infusions All Natural Ginger Vodka $ Cooralook Pinot Gris $14.95 $39.9 $ Paul Delane Crémant De Bourgogne Réserve Brut $ Molson M (473 ml) $ Bacardi Superior & Cola (473 ml) $ Creekside Estate Winery Shiraz VQA $15.95 (VE) Conundrum $23.95 (VE) Monte Antico IGT Toscana Sangiovese, Merlot And Cabernet Sauvignon 2007 $15.95 A PERFECT PAIR Okanagan Spring Pale Ale (6 pk) $12.95 WHAT TO DRINK Beefeater London Dry Gin Summer Edition $24.95 SUMMERTIME SIPPERS Hendrick s Gin $42.95 MATCHMAKER: BURGERS DELUXE Mill St. Original Organic Lager (6 pk) $ Val D'Oca Prosecco DOCG $ Strewn Chardonnay Barrel Aged VQA $ El Burro Garnacha $ Duff Gordon Brandy $ Estrella Damm Lager (500 ml) $ Chivite Gran Feudo Rosado $ Henry of Pelham Cuvée Catharine Rosé Brut Sparkling VQA $29.95 (VE) Malivoire Gamay VQA $17.95 (VE) 1545 Flat Rock Cellars Pinot Noir VQA $19.95 SWEET SENSATIONS (VE) Cave Spring Cellars Indian Summer Select Late Harvest Riesling VQA (375 ml) $ Colio Estate Vineyards CEV Late Harvest Vidal VQA (375 ml) $9.95 (VE) Henry of Pelham Riesling Icewine (375 ml) $49.95 (VE) Peller Estates Private Reserve Vidal Icewine (200 ml) $26.95 (V) Sue-Ann Staff Estate Winery Cabernet Franc Icewine VQA (375 ml) $49.95 (VE) Stratus Red Icewine VQA (200 ml) $39.95 BEER: SUMMER WHEAT Schneider Weisse (500 ml) $ Muskoka Summer Weiss (750 ml) $ Erdinger dingetdinge Dunkel Weissbier (500 ml) $ Hoegaarden gtg (6 pk) $ Amsterdam Oranje Weisse (500 ml) $3.95 change. *Price subject to Blanche de Chambly (6 pk) $ Mill St. Lemon Tea Beer (473 ml) $ Rosée d Hibiscus (341 ml) $ St.Ambroise Apricot Wheat Ale (6 pk) $12.95 TRA RAD ADE oegaat SpC COP ONL O 52 Promotional Turn 4

52 Sold Space Programs Display Programs Support Programs An electronic version (MS Excel format) of these worksheets is available ono le on the Sales & Marketing Portal Site. Follow the quick link published each week at the top of the Sales & Marketing Newsletter. The Electronic version of the worksheets include: Retail Price (as of publication date) Agent Names C The products participating in the Hero Display, the Pod Program and the sold End Aisles are included on the Display Programs - Participating Products Table. E COP OP ONL

53 Display Programs - Participating Products Continued Location POD 1 POD 2 POD 3 Hero Display End Aisle 1 End Aisle 2 End Aisle 3 End Aisle 4 Premium End Aisle 4 Standard End Aisle 5 End Aisle 6 End Aisle 7 End Aisle 8 Premium 605T LCBO# Case Conversion# Description Size (ml) Support Programs Coyotes Run Cabernet Merlot VQA 750 BBAM Coyotes Run Pinot Gris Pinot Blanc VQA 750 BBAM, FSI Girls' Night Out Strawberry Samba Girls' Night Out Tropical Tango Crown Royal Crown Royal 375 VA Crown Royal Crown Royal Black 750 LTO, FSI Mill Street Belgian Wit 6 x Mill Street Lemon Tea 473 FSI Wellington Silver Wheat 473 FSI Muskoka Summer Weissbier Forty Creek Barrel Select Whisky 1750 BAM Forty Creek Barrel Select Whisky 1140 LTO Sleeman Cream Ale-Can 473 VA Labatt Blue Dan Aykroyd Cabernet Merlot VQA 750 LTO, FSI Mission Hill Pinot Blanc VQA Five Vineyards 750 LTO Henry Of Pelham Riesling VQA 750 LTO Tag No 5 Vodka 750 LTO Iceberg Vodka 1750 LTO Prince Igor Extreme Vodka 750 CExtrem Hockley Dark 473 LTO, FSI Amsterdam Blonde 6 x 355 LTO Steam Whistle Pilsner 6 x 341 Contest Waterloo Dark 473 LTO Muskoka IPA 473 FSI DM King Brewery Pilsner 6 x 341 BAM Pelee Pebbles Baco Gamay Noir Zweigelt 1500 LTO, FSI Jackson-Triggs Unity Cabernet Sauvignon 1500 FSI Peller French Cross Pinot Grigio B-I-B Canadian Club Sherry Cask Canadian Club Reserve 750 LTO, FSI Canadian Club Classic Moosehead Cracked Canoe 6 x 341 VA Moosehead Lager Slim Can 6 x 355 LTO Alexander Keith's Barrel Gift Pack 6 x 473 LTO R E VodkaCO COP OP ONL L Mission Hill Cabernet Merlot VQA Five Vineyds 750 LTO My Time White VQA 750 LTO Pelee Island Eco Trail Red VQA 750 LTO 54 Promotional Turn 4

54 Display Programs - Participating Products Continued Location LCBO# Case Conversion# Description Size (ml) Support Programs Mission Hill Cabernet Merlot VQA Five Vineyds 750 LTO End Aisle 8 Standard Mission Hill Sauvignon Blanc VQA Five Vineyds 750 LTO Pelee Island Eco Trail Red VQA 750 LTO End Aisle Mott's Clamato Caesar Original 4 x 355 LTO Premium/ Mott's Clamato Caesar Original 6 x 341 LTO, FSI Standard Mott's Clamato Caesar Original 12 x Molson M 473 End Aisle Creemore Springs Premium Lager 6 x 341 New Product ST Molson Canadian 473 New Product ST Jackson-Triggs Unity Pinot Grigio 1500 LTO, FSI End Aisle Pelee Pebbles Vidal Hibernal 1500 BBAM Peller Estates French Cross Vidal B-I-B 4000 LTO End Aisle Wiser's De Luxe 750 Premium/ Wiser's De Luxe 1750 LTO Standard Wiser's Small Batch Whisky 750 LTO St-Ambroise Pale Ale 4 x 341 BAM End Aisle William Premium Cider 473 LTO, FSI Blanche De Chambly 6 x Bees Cabernet Merlot VQA 750 BAM, FSI End Aisle Prospect Winery Chard VQA The Census Count Strewn Gewurztraminer/Riesling VQA 750 LTO, FSI Mike's Hard Lime 4 x 330 LTO End Aisle Mike's Hard Blueberry Lemonade 4 x 330 LTO Mike's Hard Lemonade 12 x 330 LTO Okanagan Spring Pale Ale 6 x 341 VA End Aisle DEMik Grower's 1927 Original Cider 473 LTO, FSI Rickard's Red 6 x 341 LTO, FSI Prospect Winery Pinot Noir VQA Fats Johnson 750 LTO End Aisle Pelee Island Pelee Pink VQA 750 LTO Trius Cabernet Sauvignon VQA 750 LTO 3558 Gibson's Finest 750 LTO End Aisle Gibson's Finest 1140 VA Gibson's Finest Sterling Edition Prospect Winery Merlot Cabernet VQA Haynes Bn 750 LTO, FSI End Aisle Union White VQA 750 BAM Peller Estates Family Series Chardonnay VQA 750 End Aisle Vex Hard Strawberry Pineapple Lemonade 1000 LTO 18T A E COP OP ONL ON6 x FSI = Product is featured in the Free Standing Insert. LTO = Limited Time Offer VA = Value Added BAM = Bonus AIR MILES Reward Miles BBAM = Bundled Bonus AIR MILES Reward Miles Marketing & Product Guide 55

55 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many Extenders your store implements. Extender Location LCBO# Description Size (ml) Support Programs R1 Vodka A Polar Ice Vodka (P.E.T.) 750 BAM R2 Vodka B Captain Morgan Spiced Rum R3 Vodka C Absolut Berri Acai Vodka 750 LTO R4 Vodka D Finlandia Grapefruit Vodka Agent Corby Distilleries Limited # of Extenders VA Diageo Canada Inc. Corby Distilleries Limited 750 LTO Brown Forman Canada R5 Vodka E Prince Igor Vodka (P.E.T.) 1140 BAM Kittling Ridge Ltd. N R6 Rum A 4622 Newfoundland Screech Rum 750 BAM Diamond Estates Wines & Spirits R7 Rum B Appleton Estate V/X 1140 LTO PMA Canada Ltd. R8 Rum C Bacardi Gold Rum 1750 BAM Bacardi Canada Inc. R9 Rum D Bacardi 8 ear Old Rum 750 LTO Bacardi Canada Inc. PBaca R10 Rum E Flor De Cana Black Label 5 ear Old Rum 750 The Kirkwood Group R11 Canadian Whisky A Forty Creek Double Barrel Reserve e Whisky 750 LTO Kittling Ridge Ltd. R12 Canadian Whisky B Danfield's Private Reserve Small Batch 750 LTO Vincor International R13 Canadian Whisky C Red Stag 750 VA Beam Global Canada R14 Canadian Whisky D Crown Royal Limited Edition 750 LTO Diageo Canada Inc. R15 Canadian Whisky E 42 Canadian Club Premium 750 LTO, Contest Beam Global Canada T R16 Scotch Jimador Tequila A Reposado El Gold 750 LTO Brown Forman Canada R17 Scotch B Canadian Club Reserve 1140 LTO Beam Global Canada TRA RADE 750CO COP P SpiritsO ONL R18 Gin A Hendrick's Gin 750 BAM PMA Canada Ltd. R19 Liqueurs A 414 Pama Pomegranate Liquor 750 BAM R20 Liqueurs B Kahlua Coffee Liqueur 750 LTO Diamond Estates Wines & Spirits Corby Distilleries Limited R21 Liqueurs C 2253 Disaronno Amaretto 750 LTO Bacardi Canada Inc. R22 Liqueurs D Malibu Coconut Rum 750 LTO Corby Distilleries Limited 56 Promotional Turn 4

56 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many Extenders your store implements. Extender Location LCBO# Description Size (ml) Support Programs Agent # of Extenders R23 Brandy A Don Julio Blanco 750 BAM Diageo Canada Inc. Corby Distilleries R24 Brandy B Tequila Rose Liqueur 750 LTO Limited R25 Tequila A Cazadores Reposado Tequila 750 LTO Bacardi Canada a Inc. Copper Moon Ontario Blend R Moonlight Harvest Pinot 750 LTO Andrew Peller Limited NL A Grigio R27 Ontario Kittling Ridge White Blend B Zinfandel/Vidal 750 BAM Kittling Ridge Ltd. R28 Ontario Kittling Ridge Icewine & Blend C Brandy 375 BAM Kittling tling RiO Ridge Ltd. Ontario Non- R Pelee Island Lighthouse VQA A Riesling VQA 750 LTO Pelee Island Winery R30 R31 R32 Ontario Non- VQA B Ontario Non- VQA C Ontario Non- VQA D Pelee Island Pinot Noir VQA Pelee Island Blanc De Blanc Vidal Riesl VQA 750 LTO Pelee Island Winery 750 LTO Pelee Island Winery von Mau Merlot VdP 750 BAM Dionysus Wines R33 Ontario Konzelmann Canada Konzelmann Estate VQA A Red VQA 750 LTO, FSI Winery R34 Ontario VQA B Cave Spring Dry Rose VQA 750 LTO Cave Spring Cellars Ltd., Australia/ R35 New Zealand Oatley Tic Tok Barrique Wines & Spirits 104 James Chardonnay 750 LTO Imports A Australia/ R36 New Zealand South Sauvignon Diamond Estates Wines Blanc Reserva 750 BAM & Spirits B ABla Australia/ Authentic Wine & Spirits R37 New Zealand Cono Sur Viognier 750 BAM Merchants C Australia/ R38 New Beringer White Zealand Zinfandel 750 BAM Treasury Wine Estates D TR6428 The Beachhouse R39 USA A Sauvignon Blanc Semillon 750 LTO Dionysus Wines R40 USA B R41 Chile A R42 Chile B R43 Australia/TR France Blend A T D E Gallo Family Vineyrds White Zinfandel alumba Series Shiraz/ Viognier Two Oceans Sauvignon Blanc Pierre Andre Bourgogne Pinot Noir Reserve dacop dac 750 BAM E&J Gallo Winery Canada Ltd. 750 BAM Mark Anthony Brands 750 BAM PMA Canada Ltd. 750 LTO ONL L Wineworld Importers & Exporters Ltd 57

57 Shelf Extenders Continued 58 Extender Location LCBO# Description R44 R45 R46 R47 France Blend B France South A France South B France Bordeaux/ Burgundy A Cavit Collection Pinot Grigio Delle Venezie Jaboulet Cotes Du Rhone Parallele 45 Fresh Sauvignon Blanc Chardonnay VQA Size (ml) Support Programs 750 LTO Agent Noble Estates Wines & Spirits # of Extenders LTO Halpern Enterprises 750 LTO Diamond Estates Wines & Spirits Calvet Reserve Red 750 LTO Mark Anthony ny Brands R48 Italy Central A Meia Encosta Dao Red 750 LTO R49 Italy Central B R50 Italy North A R51 Italy North B R52 R53 Southern Europe A Southern Europe B Masi Costasera Amarone Classico Lamberti Santepietre P Grigio Delle Venezie Masi Modello Delle Venezie Rosso 750 BAM Jmv Food Services Canada Authentic Wine & Spirits Merchants 750 LTO PMA Canada Ltd. 750 LTO Authentic Wine & Spirits Merchants Montecillo Reserva 750 BAM PMA Canada Ltd Aveleda Vinho Verde Fonte R54 Germany A Carl Reh Kabinett 750 LTO 750 LTO Mark Anthony Brands Philippe Dandurand Wines Ltd. R55 Sparkling A Collavini Prosecco 750 LTO Mark Anthony Brands R56 Sparkling B R57 R58 Ontario Beer A Ontario Beer B Errazuriz razuriz Estate Sauvignon Blanc Domaine Pinnacle Ice Cider James Ready LTO 375 BAM 6 x 473 LTO R59 Beer Muskoka Cream Ale 473 BAM R60 Beer Laker Lager T91 R61 Beer Red Baron Lime 6 x x 341 R62 Beer Lakeport Pilsener 473 Contest R63 Party Zone R64 Party Zone TRAD ADE R65 Party Zone Orangetini Palm Bay Strawberry Pineapple Bacardi Classic Cocktail Strawberry Daiquiri C750C 750CO hantso ONL O COP 6 x 355 Philippe Dandurand Wines Ltd. Diamond Estates Wines & Spirits The Premium Beer Company Inc. Lakes Of Muskoka Cottage Brewery VA The Brick Brewing Co. VA The Brick Brewing Co. Labatt Breweries Ontario LTO Mark Anthony Brands 750 LTO Bacardi Canada Inc. 4 x 330 ONL LTO Bruce Ashley Group Promotional Turn 4

58 Shelf Extenders Continued Community Shelf Extenders Location LCBO# Description Discovery Shelf Extender Green Shelf Extender Size (ml) Support Program C1: Community Extender Polar Ice Vodka 750 BAM C2: Community Extender Jose Cuervo Especial Gold Tequila Agent Corby Distilleries Limited 750 VA Diageo Canada Inc. C3: Community Extender Pelee Island Shiraz/Cabernet 750 LTO Pelee Island Winery C4: Community Extender C5: Community Extender Red Guitar Old Vine Tempranillo Garnacha Banrock Station Unwooded d Chardonnay Location LCBO# Description D1: Discovery Wines Stoney Ridge Warren Classic Pinot Noir VQA 750 LTO Vincor International 750 LTO Vincor International Size (ml) Support Program 750 LTO, FSI Agent Signature Wines & Spirits D2: Discovery Wines Gabbiano Chianti Classico 750 LTO Treasury Wine Estates D3: Discovery Wines Emeri Pink Moscato 750 LTO, New Product ST Dionysus Wines D4: Discovery BSM Jack Daniel's Lemonade 4 x 355 BAM Brown Forman Canada D5: Discovery BSM Rockstar Vodka Cola 473 LTO Mark Anthony Brands D6: Discovery BSM Sleeman Original Draught 6 x 341 BBAM eryt TRA RAD ADE D7: Discovery Spirits Uv Pink Lemonade Vodka 750 BAM D9: Discovery Spirits abbianoc COP Tlacuache Mezcale Joven - Organico 0ONL 750 LTO Sleeman Brewing & Malting Co. E&J Gallo Winery Canada Ltd. Signature Wines & Spirits Location LCBO# Description G1: Green Extender Banrock Station Sauvignon Blanc Carton Size (ml) Support Program Agent 1000 BAM Vincor International Marketing & Product Guide 59

59 IMAGE Shelf Talkers Continued LCBO# Description Size (ml) Agent Brooklyn Lager 6 x 355 Airen Imports Harviestoun Bitter & Twisted 500 The Premium Beer Company Inc Batasiolo Barolo DOC 750 Charton Hobbs Inc Urban Riesling 750 Free House Ontario Wine & Spirits Segura Viudas Brut Reserva Cava Sparkling 750 Churchill Cellars Ltd Samuel Adams Boston Lager 6 x 355 The Premium m Beer Company Inc. COP ONL 60 Promotional Turn 4

60 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program 42 Canadian Club Premium 750 $1.00 SE, Contest 125 Canadian Club Premium 1140 $1.00 Contest 190 Smirnoff Vodka 1140 $ Disaronno Amaretto 750 $2.00 SE 5322 Aveleda Vinho Verde Fonte 750 $1.00 SE 6106 Kronenbourg 6 x $ Bees Cabernet Merlot VQA 750 $1.00 EA, FSI 8805 Forty Creek Barrel Select Whisky 1750 $2.00 Hero 8854 Gibson's Finest 1140 $3.00 EA Peller Estates French Cross Shiraz Crtn 1000 $ Jackson-Triggs Unity Pinot Grigio 1500 $2.00 EA Smirnoff Ice 12 x 330 $ Wiser's De Luxe 1750 $3.00 EA Robert Mondavi Woodbridge Sauvignon Blanc 750 $ Lanson Black Label Brut Champagne 750 $ Calvet Reserve Red 750 $1.00 SE Negrar Amarone Classico 750 $ Ruffino Chianti Classico sico RiseC Riserva Ducale 750 $ Danfield's Limited Edition 21 r Old Whisky 750 $ Peninsula Ridge Sauvignon Blanc VQA 750 $2.00 FSI Dan Aykroyd Cabernet Merlot VQA 750 $1.00 EA, FSI Red Guitar Old Vine Tempranillo Garnacha 750 $1.00 SE Jose Cuervo Golden Margarita 750 $ Chateau Des Charmes Gamay Noir VQA 750 $1.00 FSI Harbour Estates Midnight Cabernet/Merlot VQA 750 $ RAChat Chateau Des Charmes Riesling VQA 750 $ Finlandia Grapefruit Vodka 750 $1.00 SE Sleeman Cream Ale-Can 473 $0.20 EA Smirnoff Mojito - Kaffir Lime 750 $ Rev P.E.T. 473 $ Sailor Jerry Spiced Navy Rum 750 $ Chateau Bonnet Entre-Deux_mers 750 $ Waterloo Dark 473 $0.25 EA T E COP 1000O1140ON ONL Marketing & Product Guide 61

61 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Forty Creek Double Barrel Reserve Whisky 750 $5.00 SE Cavit Collection Pinot Grigio Delle Venezie 750 $1.50 SE Leblon Cachaca Liquor 750 $ Century Reserve Lot Whisky 750 $ Eight Below Luxury Vodka 750 $ Reif Vidal VQA 750 $ Bacardi Classic Mojito 750 $ Finlandia Vodka 1750 $ Moosehead Cracked Canoe 6 x 341 $1.55 EA, FSI The Beachhouse Sauvignon Blanc Semillon 750 $1.00 SE Vex Bananatini 6 x 341 $ Mike's Hard Pink Lemonade 4 x 330 $ Naked Grape Chardonnay Spritzer 4 x 341 $ Cazadores Reposado Tequila 750 $2.00 SE Konzelmann Canada Red VQA 750 $1.00 SE, FSI Smirnoff Vodka P.E.T. 114l 1140 $ Pelee Island Pinot Noir VQA 750 $1.00 SE James Ready x 473 $0.55 SE Mission Hill Cabernet Merlot VQC VQA Five Vineyds 750 $1.50 EA, FSI Pelee Island Lighthouse Riesling VQA 750 $1.00 SE Stoney Ridge Warren Classic Pinot Noir VQA 750 $1.00 SE, FSI Efes Pilsener Premium 500 $ Absolut Berri Acai Vodka 750 $1.00 SE Lamb's Black Sheep Spiced Rum 750 $ Copper Moon Moonlight Harvest Pinot Grigio 750 $1.00 SE Sundance Riesling 750 $ Smirnoff Ice Light P.E.T $1.00 RS Seagram Wild Berry The Original 4 x 341 $ Domaine De Vedilhan Viognier 750 $ Hes Hautes De Janeil Syrah Grenache 750 $ Graffigna Centenario Pinot Grigio Reserve 750 $ Orangetini 4 x 330 $1.00 SE Mike's Hard Lime 4 x 330 $1.00 EA Woody's Refresher 4 x 330 $ Jack Daniel's And Cola Tall Can 473 $0.40 E P4 x COP C O 1ONL 62 Promotional Turn 4

62 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Amsterdam Blonde 6 x 355 $1.00 EA Amsterdam Big Wheel 6 x 355 $ Pierre Andre Bourgogne Pinot Noir Reserve 750 $1.00 SE Bacardi Classic Cocktail Strawberry Daiquiri 750 $1.00 SE William Premium Cider 473 $0.25 EA Copper Moon Moonlight Harvest Merlot 750 $1.50 FSI Seaglass Sauvignon Blanc 750 $ Ca De Riva Valpolicella Ripasso 750 $ Carl Reh Kabinett 750 $2.00 SE Moosehead Lager Slim Can 355ON 6 x 355 $2.00 EA Montgras Carmenere Reserva 750 $ Meia Encosta Dao Red 750 $1.00 SE Bud Light Lime 473 $ Absolut Vodka 1750 $ James Oatley Tic Tok Chardonnay 750 $2.00 SE Gibson's Finest Sterling C Edition 750 $1.00 EA Champagne Victoire Brut Prestige 750 $ Collavini Prosecco o 750 $1.00 SE Fresh Sauvignon Blanc ChaC Chardonnay VQA 750 $1.00 SE Malivoire Guilty Men White VQA 750 $ Malivoire Guilty Men Red VQA 750 $ Enzo Vincenzo Valpolicella Rispasso Doc 750 $ Canadian Club Sherry Cask 750 $2.00 EA Sandeman Lbc Port 750 $ Union White VQA 750 $1.00 EA Tequila Rose Liqueur 750 $2.00 SE Peter Lehmann Barossa Blonde 750 $1.50 RAUnio Robert Mondavi Woodbridge Moscato 750 $ Appleton Estate Reserve Jamaica Rum 750 $ Henkell Rose 750 $ Smirnoff Mixed Drinks Blubry/Lemonade 4 x 330 $ Svedka Vodka Clementine 750 $ Palm Bay Ruby Grapefrt Sunrise Spritz 6 x 355 $ Palm Bay Strawberry Pineapple 6 x 355 $1.00 SE Linden Bay Cabernet Merlot 1500 $2.00 T E COP ONL 750O Marketing & Product Guide 63

63 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Freixenet Carta Nevada Sparkling 750 $ My Time White VQA 750 $1.00 EA, FSI Gabbiano Chianti Classico 750 $2.00 SE Emeri Pink Moscato 750 $1.50 SE, ST Appleton Estate V/X 1140 $2.50 SE Crown Royal Black 750 $2.00 POD, FSI Tlacuache Mezcale Joven - Organico 750 $3.00 SE Bacardi Breezer Mango Burst P.E.T. 4 x 330 $ Rockstar Vodka Cola 473 $0.25 SE Wild Vines Cherry Pomegranate Pinot Noir 750 $1.00 ST Okanagan Spring Pale Ale 6 x 341 $1.00 EA, FSI Sauza Gold Tequila 1140 $ Crush White VQA $2.00 FSI Grower's 1927 Original Cider 473 $0.30 EA Black Fly Vodka Blueberry 4 Pk P.E.T $ Vex Bananatini 6 Pk-B 6 X 330 $ Vex Kiwi Mango 6 Pk-B 6 X 330 $1.00 FSI Jaffelin Pouilly-Fuisse 750 $ Bacardi Superior & Cola 4 x 355 $ Crown Royal Limited Edition 750 $2.00 SE Pilsner Urquell 500 $ Errazuriz Estate Sauvignon Blanc 750 $1.50 SE Henry Of Pelham Riesling VQA 750 $1.00 EA Pelee Island Blanc De Blanc Vidal Riesl VQA 750 $1.00 SE Jacob's Creek Chardonnay 750 $ Stoneleigh Marlborough Sauvignon Blanc 750 $1.50 RSt Cave Spring Dry Rose VQA 750 $1.00 SE Jackson-Triggs Unity Chardonnay 750 $ Luksusowa Vodka 1140 $ Jackson-Triggs Unity Cabernet Sauvignon 1500 $1.50 EA Jaboulet Cotes Du Rhone Parallele $1.00 SE Hardys Stamp Series Shiraz/Cabernet 750 $ Sawmill Creek Merlot 1500 $2.00 Popular Pick Robert Mondavi Private Selection Cab/Sav 750 $2.00 E COP C SE ONL O 64 Promotional Turn 4

64 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Bitburger Premium Pilsner 500 $ Iceberg Vodka 750 $ Grolsch Premium Lager 6 x 330 $ Vina Tarapaca Sauvignon Blanc 750 $ Banrock Station Unwooded Chardonnay 750 $1.00 SE El Jimador Tequila Reposado Gold 750 $2.00 SE Strewn Gewurztraminer/Riesling VQA 750 $1.00 EA, FSI Gosser Beer 500 $ Malibu Coconut Rum 750 $1.00 SE Bacardi 8 ear Old Rum 750 $2.00 SE Henry Of Pelham Cabernet/Merlot VQA 750 $1.30 FSI Cesari Mara Vino Di Ripasso Valpolicella 750 $ Robert Mondavi Woodbridge Pinot Grigio 750 $ Robert Mondavi Private Selection Merlot 750 $ Jackson-Triggs Black Series Chardonnay VQA 750 $ Masi Modello Delle e Venezie Rosso 750 $1.00 SE Cabo Wabo Reposado Tequila 750 $5.00 Mini Thematic Lamberti Santepietre e P GrigC Grigio Delle Venezie 750 $2.00 SE Old Speckled Hen 4 x 500 $ Mott's Clamato Caesar Original 4 x 355 $1.50 EA, FSI Kahlua Coffee Liqueur 750 $2.00 SE Peller Estates Family Series Chardonnay VQA 750 $2.00 EA Trius Cabernet Sauvignon VQA 750 $2.00 EA Peller Estates French Cross Vidal B-I-B 4000 $4.00 EA Strewn Cabernet/Merlot VQA 750 $1.00 FSI Canadian Club Reserve 1140 $1.50 SE RAPelle Absolut Raspberri Vodka 750 $ Leyenda Del Milagro Tequila Reposado 750 $5.00 Mini Thematic Danfield's Private Reserve Small Batch 750 $1.00 SE Forty Creek Barrel Select Whisky 1140 $1.50 Hero, FSI Mike's Hard Lemonade 12 x 330 $2.00 EA, FSI Canadian Club Classic 1140 $3.00 EA Mott's Clamato Caesar Original 6 x 341 $1.25 EA Pelee Island Eco Trail Red VQA 750 $1.00 EA T E COP 750O750ON ONL L Marketing & Product Guide 65

65 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Vex Hard Strawberry Pineapple Lemonade 1000 $0.50 EA Trapiche Reserve Cabernet Sauvignon 750 $ Errazuriz Max Reserva Shiraz 750 $ Folonari Pinot Grigio 1500 $ Chateau De Montgueret Cremant De Loire Brut 750 $ Pelee Island Shiraz/Cabernet 750 $O $1.00 SE Peller French Cross Pinot Grigio B-I-B 4000 $3.00 EA, FSI Radeberger Pilsner 500 $ Red Stripe Lager 6 x $ Vex Hard Kiwi Mango Lemonade 6 x 341 $ Bacardi Breezer Strawberry Daquiri P.E.T..T. 4 x 330 $ Magners Original Irish Cider 500 $ King Brewery Pilsner 6 x 341 $1.00 EA Moosehead Beer 6 x 341 $ Big Rock Grasshopper Wheat Ale 6 x 341 $ Blanche De Chambly 6 x 341 $1.00 EA COP C ONL L 66 Promotional Turn 4

66 Value Add Program Warehouse Applied VA LCBO# Case Conversion# Description Size (ml) VA Approved Mother Carton # Amaro Averna 750 Glass Buton Vecchia Romagna 750 miniture Brandy Prince Igor Extreme Vodka 750 Eight Below Vodka 50 ml Value Add Program Sales Representative Applied LCBO# Case Conversion # Description Size (ml) VA Approved 893 Wiser's De Luxe 750 Wiser's Small Batch 50 ml 992 Royal Reserve 1140 Wiser's Deluxe 50 ml 1305 Alberta Premium 1140 Canadian Club Premium 50 ml 1784 Grand Marnier 750 Ocean Spray Coupon 2485 Sauza Silver 750 Hornitos Martini Extra Dry Vermouth White 1000 Bombay Sapphire 50 ml 5959 Baileys Irish Cream 750 Glass 6502 Cointreau 750 St Remy XO Baileys Mint Chocolate IrishC Irish Cream Liquor 750 Glass Silent Sam Vodka 1140 Smirnoff White Grape 50 ml Baileys Caramel Irish Cream Liquor 750 Glass Finlandia Vodka 750 Grapefruit 50 ml Appleton White Rum 1140 Appleton Reserve 50 ml Schenley OFC (P.E.T.) 1750 Danfields Whiskey 50 ml Bacardi Superior 1750 Cazadores Reposado 2 x 50 ml Alberta Pure Vodka (P.E.T.) 1750 Glass Dab Original Pilsner 6 x 330 Bottle Opener Castillo De Monseran Viura 750 Pinchito - Marinade Castillo De Monseran Garnacha 750 Pinchito - Marinade RADa Carlsberg 6 x 330 Cooler Bag Peller Estates French Cross Sparkling Rose 750 Sparklers Peller Estates French Cross Sparkling White 750 Sparklers Brights Entre-Lacs Red 1500 Danfields Whiskey 50 ml Brights Entre-Lacs White 1500 Danfields Whiskey 50 ml Lamb's White Rum (P.E.T.) 1750 Maclays Beer Can Grolsch Premium Lager 4 x 450 Glass Baileys Coffee Irish Cream Liquor 750 Glass Bacardi Black 1140 Cazadores Reposado 50 ml Wiser's Special Blend (P.E.T.) 1750 Wiser's Deluxe 2 x 50 ml Golden Wedding (P.E.T.) 1750 Whisky Mini T E COP C ONL mlo Marketing & Product Guide 67

67 Value Add Program Sales Representative Applied LCBO# Case Conversion # Description Size (ml) VA Approved Fish Hoek Sauvignon Blanc 750 Danfields Whiskey 50 ml Fish Hoek Shiraz 750 Danfields Whiskey 50 ml Svedka Vodka 750 Magnetic Recipe Book Tag No 5 Vodka 750 Canada Flag Red Baron Lime 6 x 341 USB Flash Stick Three Olives Bubble Flavoured Vodka Silver 50 ml Moretti Beer 6 x 330 Bottle Opener Jose Cuervo Especial Silver 750 Cuervo Especial 50 ml Open Sauvignon Blanc VQA 750 Jergens Hand Lotion 30 ml Sobieski Vodka 750 Sobieski Flashlight Marie Brizard Triple Sec 750 Sobieski Vodka 50 ml Red Stag 750 Hornitos 50 ml Amaro Averna 750 OHor GOG Glass Girls' Night Out Strawberry Samba 1500 Softlips Strawberry Lip Balm Full Press Chardonnay Beef Jerky Full Press Cabernet Sauvignon Beef Jerky Urb'Nlili Cosmocran P.E.T. 4 x 300 PVC Carry Bag Vex Light Blood Orange P x 330 Mini Vex Purse URSUS BLUE RASPBERR VODKA 750 Sunglasses URSUS PUNCH VODKA 750 Sunglasses Buton Vecchia Romagna Brandy 750 miniture Marie Brizard Peppermint SchnaC Schnapps 750 Sobieski Vodka 50 ml Banff Ice Vodka 1140 Hornitos 50 ml Bombay Sapphire London Dry 1140 Cazadores Reposado 50 ml Jose Cuervo Especial Gold Tequila 750 CMOS 50 ml Captain Morgan Spiced Rum 1140 Glass Grand Marnier Louis-Alexandre 750 Snifter Glass Iceberg Vodka 1140 Mathilde Framboise 50 ml Pitu Cachaca 750 Glass Malibu Mango Rum Liqueur 750 Jelly Belly Prince Igor Extreme Vodka 750 Eight Below Vodka 50 ml Mott's Clamato Caesar Original 12 x 355 Cooler bag RM Mott's Clamato Caesar Extra Spicy 12 x 355 Cooler Bag Laker Lager 6 x 341 Bottle Koozie/Cooler TRAD ADE 750 COP ONL 68 Promotional Turn 4

68 Bonus AIR MILES Reward Miles Case Conversion # Description Size (ml) Display Program BAM LCBO# 67 Smirnoff Vodka Smirnoff Vodka Pama Pomegranate Liquor 750 SE Gordons Gin Captain Morgan White Rum Alberta Premium TanqueraySee # Lamb's Navy Rum O 4622 Newfoundland Screech Rum 750 SE Bees Chardonnay Unoaked VQA Silent Sam Vodka Prince Igor Vodka (P.E.T.) Cattos Rare Blended Scotch Small Cask Brandy Prince Igor Vodka (P.E.T.) 1140 SE Marquis DeSee # Duff Gordon Brandy Peller Estates French Cross Chardonnay Crtn Fontanafredda Barolo Benedictine Canada Gold (P.E.T.)C Whisky (P.E.T.) Danzante Pinot Grigio Osborne Santa Maria Cream Sherry Smirnoff Vodka (P.E.T.) Seagrams VO Fuller's London Porter Canada Gold Whisky Canadian Club Premium Smirnoff Lime Vodka Dopff & Irion Crystal D'Alsace Sylvaner Bees Riesling VQA RASmi Smirnoff Vodka Bouchard Pere & Fils Macon-Lugny St Pierre Alberta Premium (P.E.T.) Latour Chardonnay Grolsch Blond Cono Sur Viognier 750 SE Reif Chardonnay Sauvignon Blanc VQA Inniskillin Unoaked Chardonnay VQA Latour Pinot Noir Polar Ice Vodka (P.E.T.) 750 SE Montecillo Blanco T E ocop C ONL O Marketing & Product Guide 69

69 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion # Description Size (ml) Display Program BAM Negrar Valpolicella Hpnotiq Liquor Giovello Prosecco Bacardi Gold Rum 1750 SE Hillebrand Artist Series Chardonnay VQA Alberta Pure Vodka P.E.T JP Chenet Cabernet Syrah Skinos Mastiha Liqueur Domaine Pinnacle Ice Cider 375 SE Wiser's Small Batch Whisky Kacaba Vineyards Unoaked Chardonnay VQA> Kacaba Vineyards Meritage> 750 ONEA FSI Gray Fox Cabernet Sauvignon Wyndham Estate Bin 444 Cabernet Sauvignon Moet & Chandon Imperial Champagne Uv Pink Lemonade Vodka 750 SE El Dorado 5 ear Old Rum C Ouzo Russian Prince (P.E.T.) Warsteiner Premium Lager 6 x Muskoka Cream Ale 473 SE Polar Ice Vodka 750 SE Raynal Vsop French Brandy Open Merlot VQA Banrock Station Sauvignon Blanc Carton Jackson-Triggs Semi-Dry Riesling Blk Ser VQA Trivento Tribu Malbec Fielding Estate Gewurztraminer VQA 750 FSI Red Stripe Beer 473 BAM Chateau Saint-Germain Molson Canadian 67 6 x Rafale Syrah Alianca Bairrada Reserva Sangalhos Rafale Cabernet Sauvignon Just Cabernet Sauvignon Just Chardonnay Southern Comfort Hurricane Cocktail Jack Daniel's Lemonade 4 x 355 SE South Sauvignon Blanc Reserva 750 SE South Cabernet Sauvignon Reserva Don Julio Blanco 750 Mini Thematic, SE 25 T COP C ONL 70 Promotional Turn 4

70 Bonus AIR MILES Reward Miles Continued Case Conversion # Description Size (ml) Display Program BAM LCBO# Milcampos Tempranillo Ribera Del Duero Folonari Soave Santa Rita Reserva Carmenere James Oatley Tic Tok Cabernet Sauvignon Grahams Late Bottled Vintage Port Folonari Verona Rosso Seagram's Chateau Des Charmes Pinot Noir VQA Mommessin Grenache Syrah Vin De France Evolution White Wine Finlandia Vodka Longue Dog Red Longue Dog White Billyrock Station Pinot Grigio 4 x Long Flat Red Cabernet/Shiraz alumba Series Riesling Alpenbitter No Marquis De Villard Dan Aykroyd Merlot VQA El Jimador Paloma 4 x Jack Daniel's And Ginger 4 x El Jimador Margarita 4 x Rolling Rock Naked Grape Fizz Rose Sparkling Shock Top Beringer White Zinfandel 750 SE Beefeater London Dry Gin Summer Edition Canada Gold Whisky (P.E.T.) Alpenbitter No 7(P.E.T.) Santa Rita Reserva Sauvignon Blanc RACana RAA 65 Patriarche Pisse-Dru Beaujolais Blanc Gallo Family Vineyrds White Zinfandel 750 SE Fetzer Chardonnay Masi Costasera Amarone Classico 750 SE Penfolds Koonunga Hill Chardonnay Canadian Club Reserve 750 EA von Mau Merlot VdP 750 SE Two Oceans Sauvignon Blanc 750 SE Two Oceans Cabernet Sauvignon/Merlot Amarula Cream Pillitteri Gewurztraminer/Riesling VQA 750 FSI 4 T E GingerC COP C O 40O ONL O Marketing & Product Guide 71

71 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion # Description Size (ml) Display Program BAM Centennial 10 ear Old Limited Edition Rye Philippe De Rothschild Sauvignon Blanc 750 BBAM 5 Vdp Philippe De Rothschild Merlot VdP 750 BBAM Banff Ice Vodka Peller Estates French Cross Blush Moet & Chandon Brut Rose Whistler Premium Export Lager 6 x Lejay Cassis Creme De Cassis De Dijon Trius Chardonnay VQA Arbor Mist Exotic Fruits White Zinfandel Obikwa Sauvignon Blanc 750 BBAM Kittling Ridge White Zinfandel/Vidal 750 SE Santa Carolina Cabernet Sauvignon Iceberg Vodka 1750 EA, FSI Frescobaldi Castiglioni Chianti Forty Creek Barrel Select Kittling Ridge Icewine & Brandy 375 SE Wonambi Shiraz Eastdell Estates Pinot Noir VQA Gray Fox Chardonnay Trumpours Mill Gamay Noir VQC VQA Angels Gate Cabernet Merlot VQA Angels Gate Sussreserve Riesling VQA Creekside ekside Sauvignon Blanc VQA 750 FSI Montecillo Reserva 750 SE French Rabbit Merlot Carton alumba Series Shiraz/Viognier 750 SE Hendrick's Gin 750 SE Obikwa Cabernet Sauvignon 750 BBAM Lulu B Pinto Noir Vdp Ciao Bianco Pinot Grigio Carton Vineland Estates Unoaked Chardonnay 750 FSI 4 VQA Labatt Blue 473 EA Rickard's Red 6 x 341 EA 4 TRAD ADE COP ONL O 72 Promotional Turn 4

72 Bundled Bonus AIR MILES Reward Miles BBAM Option LCBO# Description Size (ml) BAM 1 4 BBAM Amount Philippe De Rothschild Sauvignon Blanc Vdp Philippe De Rothschild Merlot VdP Obikwa Sauvignon Blanc Obikwa Cabernet Sauvignon Option 1 - Buy the two listed products at the same time and receive the Bundled d 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 COP ONL NL 6 Total BAM Marketing & Product Guide 73

73 Neck Tags LCBO# Description Size (ml) NT Approved Sauza Silver 1140 Gold Medal-San Francisco World Spirit Competition Flat Roof Manor Pinot Grigio 750 Spring Rolls Coupon Promo Pillitteri Unoaked Chardonnay VQA Label Introduction Masi Sa Poderi Del Bello Ovile IGT 750 Accolade Golden Wedding 1140 Truly Canadian Sebeka Shiraz 750 On-line Photo Contest Flat Roof Manor Merlot 750 Spring Rolls Coupon Promo Vice Vodka Icewine 500 Vice 2011 Giveaway Boutari Agiorgitiko Nemea Red 750 Silver Medal Award El Jimador Tequila 100% Agave Blanco % Agave Sonoma Junction Cabernet Sauvignon 750 New Product Info Jacob's Creek Semillon Chardonnay 750 New Price Hacker Pschorr Weisse Bier 500 NEW Skyy Vodka 750 Toronto Film Festival Contest & Charitable Donation Skyy Vodka 375 Toronto Film Festival Contest + Charitable Donation Angus The Bull Cabernet Sauvignon 750 Prostate Cancer Foundation Donation Support Masi Masianco Pinot Grigio & Verduzzo 750 Pinot Grigio Skyy Vodka 1140 Toronto Film Festival Contest & Charitable Donation COP ONL O N 74 Promotional Turn 4

74 owc Participating Stores Column Heading Store # Banner Inserts Pod Program Sold End Aisles End Aisle Backer Cards Regular Extenders Bilingual Key eo H= Hero Display T= Thematic Banner Insert Builds all Pods Number of Sold End Aisles and (P)remium or (S)tandard Flight # of Number of signs shipped Number of Regular Extenders In Store ONumbe See e Sold Space Program Extender Section for participating extender locations. C = Community Extender Program Discovery Extenders Spirits # of Extenders Discovery Extenders Wine # of Extenders Discovery Extenders BSM # of Extenders Green Extender # of Extenders Exterior Banner # of Number of signs shipped Showcards # of Number of signs shipped Power CShowca Aisle Banners # of Number of signs shipped Perimeter Banners # of Number of signs shipped Transparencies Vendor installed, see page 11 Special Promotions Fixtures = Participating Store (2 Fixtures) golocal FSI Fixture = Participating Store Ontario Wine Superstars = Participating Store Ontario Popular Picks = Participating Store Mini Thematic Program = Participating Store (on Promo Fixture) Featured Gift Program = Participating Store B = LCBO stores located in FLS designated areas COP ONL BD = LCBO FLS designated stores See back/inside cover for definitions

75 Promotional Turn 4 76 Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) 1 H 20S B ST BD 3 8P B 4 T 8P B 5 H 10P B 6 H 8S B ST B 8 T 10S B 9 T ST B 10 H 20P BD 11 H 8S B 12 T 8P B B 14 8S B 15 H 15P B 16 ST B 18 H 8S B 19 H 15S B 20 H 10S B 21 H 20P H 20S H 15S BD 24 8S BD 25 8P H 10P B 27 H 15S B 28 T T ST 31 H 20P ST B 34 H 15S B 35 H 15P H 15S B 37 H 8P B 38 H 15P BD H 20P BD 42 T ST 43 H 10S H 10S S ST 47 10S ST Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) 49 T ST BD 50 H 10S BD 51 ST 52 ST BD ST ST B 55 H 15S BD 56 T H 20S S BD 59 10S H 10S H 8S H 15S H 10S B 64 H 15S H 10S T ST BD ST BD 68 H 15S ST 70 8S ST 71 T ST 72 10S H 8S H 10S T ST BD ST BD 77 T BD ST BD 79 H 8S H 10S T ST BD 82 H 8S BD 84 T ST 85 H 10S H 8S T ST 88 T ST ST BD 90 H 10S T ST BD 92 T ST B 93 H 10S Participating Stores See Chart on Page 75 for codes. This list is included in the P4 Worksheets file posted on the portal 19 H 15S B 19 H 15S B 19 H 15S B 19 H 15S B 20 H 10S B 20 H 10S B 20 H 10S B 20 H 10S B 20 H 10S B 20 H 10S B 20 H 10S B 20 H 10S B 21 H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20S H 20S H 20S H 20S H 20S H 20S H 20S H 20S H 20S H 20S H 20S H 20S H 20S H 20S H 15S BD 23 H 15S BD 23 H 15S BD 23 H 15S BD 23 H 15S BD 23 H 15S BD 23 H 15S BD 23 H 15S BD 23 H 15S BD 23 H 15S BD 23 H 15S BD 23 H 15S BD 23 H 15S BD 23 H 15S BD 24 8S S S S S S S S P P P P P P P P P P P P P P H 10P B 26 H 10P B 26 H 10P B 26 H 10P B 26 H 10P B 26 H 10P B 26 H 10P B 26 H 10P B 26 H 10P B 26 H 10P B 26 H 10P B 26 H 10P B 1 B 1 B 1 B 1 B 1 B 1 B 1 B 1 B 1 B 1 B ST ST ST ST 31 H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15P H 15P H 15P H 15P H 15P H 15P H 15P H 15P H 15S B 36 H 15S B 36 H 15S B 36 H 15S B COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP H 15S COP 55 H 15S H 15S COP 55 H 15S H 15S COP 55 H 15S H 15S COP 55 H 15S T COP 56 T T COP 56 T T COP 56 T T COP 56 T H 20S COP 57 H 20S H 20S COP 57 H 20S H 20S COP 57 H 20S H 20S COP 57 H 20S H 20S COP 57 H 20S H 20S COP 57 H 20S S BD COP 58 8S BD 58 8S BD COP 58 8S BD 58 8S BD COP 58 8S BD 58 8S BD COP 58 8S BD 58 8S BD COP 58 8S BD 58 8S BD COP 58 8S BD 59 10S COP 59 10S S COP 59 10S S COP 59 10S S COP 59 10S S COP 59 10S S COP 59 10S S COP 59 10S S COP 59 10S COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP B COP B 14 8S B COP 14 8S B 14 8S B COP 14 8S B 15 H 15P B COP 15 H 15P B 15 H 15P B COP 15 H 15P B 15 H 15P B COP 15 H 15P B BCOP B 7 B COP 7 B 7 B COP 7 B 7 B COP 7 B 7 B COP 7 B 19 H 15S BCOP 19 H 15S B 19 H 15S BCOP 19 H 15S B 19 H 15S BCOP 19 H 15S B 19 H 15S BCOP 19 H 15S B 20 H 10S BCOP 20 H 10S B 20 H 10S BCOP 20 H 10S BCOP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP 60 H 10S COP 60 H 10S H 10S COP 60 H 10S H 10S COP 60 H 10S H 10S COP 60 H 10S H 10S COP 60 H 10S H 10S COP 60 H 10S H 10S COP 60 H 10S H 8S COP 61 H 8S H 8S COP 61 H 8S H 8S COP 61 H 8S H 8S COP 61 H 8S H 8S COP 61 H 8S H 8S COP 61 H 8S H 15S COP 62 H 15S H 15S COP 62 H 15S H 15S COP 62 H 15S H 15S COP 62 H 15S H 15S COP 62 H 15S H 15S COP 62 H 15S H 10S COP 63 H 10S H 10S COP 63 H 10S H 10S COP 63 H 10S H 10S COP 63 H 10S H 10S COP 63 H 10S H 15S COP 64 H 15S H 15S COP 64 H 15S H 15S COP 64 H 15S H 15S COP 64 H 15S H 10S COP 65 H 10S ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL Show Card ONL Show Card Power Aisle Banner ONL Power Aisle Banner Perimeter Banner ONL Perimeter Banner Special Promotions Fixtures ONL Special Promotions Fixtures Special Promotions Fixtures ONL Special Promotions Fixtures Ontario Wine Superstars ONL Ontario Wine Superstars Ontario Wine Popular Pick ONL Ontario Wine Popular Pick Ontario Wine Popular Pick ONL Ontario Wine Popular Pick golocal FSI Fixture ONLgoLOCAL FSI Fixture golocal FSI Fixture ONLgoLOCAL FSI Fixture OCB End Aisle ONLOCB End Aisle Mini Thematic ONL Mini Thematic ST ONL ST ST ONL ST ST ONL ST ST ONL ST ST ONL ST 50 H 10S BD ONL 50 H 10S BD 50 H 10S BD ONL 50 H 10S BD 50 H 10S BD ONL 50 H 10S BD 50 H 10S BD ONL 50 H 10S BD 50 H 10S BD ONL 50 H 10S BD 50 H 10S BD ONL 50 H 10S BD ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ST ONL ST ST ONL ST ST ONL ST ST ONL ST ST ONL ST ST ONL ST 3 ST ONL 3 ST 55 H 15S ONL 55 H 15S H 15S ONL 55 H 15S

76 Participating Stores See Chart on Page 75 for codes. This list is included in the P4 Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) 94 T ST 95 H 10S T ST 97 10S T ST BD ST BD 101 H 15S H 10S T BD 104 T ST B ST 106 H 20S T ST 108 T ST BD 109 T ST ST 111 T ST ST BD 113 T ST ST 115 H 20P T ST 117 T ST BD 118 T ST BD ST ST ST BD 122 T ST BD 123 T ST BD H 10S BD ST BD ST 128 T ST B ST BD 130 H 15S ST 132 H 10S B ST ST BD 135 T T ST ST ST 139 T ST Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars ONLOntario Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) 140 H 15P BD ST ST 143 H 8P B 144 H 10S S ST ST 148 H 15P H 20P B ST BD 152 H 10S S H 15S B 155 H 10S H 20P T ST 158 T ST COP ONL 159 T ST T ST 162 T ST BD 163 H 8S B 164 H 15P B 165 H 8S B 166 T ST 167 H 10S B 168 H 10P T ST 170 T ST 171 H 20S B ST ST BD 174 T ST S ST 178 T ST 179 H 15P ST BD H 15P B B 184 T ST BD 185 H 15P B 186 T 8S B Marketing & Product Guide 77

77 Participating Stores See Chart on Page 75 for codes. This list is included in the P4 Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) 187 H 20S H 10S ST BD 190 H 10S B 191 H 15S S B ST BD 194 T ST 195 H 20S B 196 H 8S T ST 198 H 15S B H 20S B 201 H 15S ST BD BDCOP 205 T ST 207 H 15S BD 208 T ST 209 H 15S S H 8S H 15P B 213 T ST S B 216 H 8S H 20P BD 218 H 15S B 219 T ST 220 T ST BD 221 T ST 222 T ST 223 T ST 224 T ST 225 T ST BD 226 H 20S T H 20S B 229 T ST ST 231 T ST 232 T ST 233 H 8S B Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle ONLMini Thematic Featured Gift PS Beer Program Langauge (FLS) S B ST 236 T ST BD S T T ST ST ST BD 242 H 15S B 243 H 20P BD 244 H 15S ST BD 246 T T ST 248 H 15P H 10S B ST ST 252 H 20S H 20P BD 254 T ST 255 H 10S B ST B ST 258 T ST ST ST 261 T ST ST 263 H 15S T ST 265 H 15S T ST 267 T ST B 269 H 20S B 270 T ST ST ST BD 273 T ST ST 275 T T ST 277 T ST 278 H 8S BD COP BDCOP ONLOCB End ONL 78 Promotional Turn 4

78 Participating Stores See Chart on Page 75 for codes. This list is included in the P4 Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) B ST BD 281 T ST 282 T ST ST 284 T ST ST ST 287 H 15S BD 288 H 20P T ST 291 T ST BD ST 293 T ST 294 T ST 295 H 10P B 296 T ST 297 T ST 298 H 15P T H 10S ST ST 303 T ST 304 T ST ST 306 T ST ST BD ST B B 311 H 10P H 15S B T ST ST 316 T ST 317 T ST 318 T ST ST ST B 321 H 8S B ST BD 323 T ST Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars ONLOntario Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) ST ONL 324 H 8P BD 325 H 20S H 15S T ST BD 328 T ST 329 H 20P B 330 T ST ST ST BD 333 ST B 334 H 20S B 335 T ST ST ST ST BD 340 H 10S H 20S COP ONL S H 15S T 8S H 20P ST ST ST BD ST 351 H 10S T ST 353 H 10P H 20P B 356 H 15S ST 359 H 15S BD 360 H 15P B 361 H 15S B 362 H 20S B ST B 364 T ST 365 ST 366 H 10S B 367 H 20P BD 369 T 10 4 ST ST BD 371 H 10S B Marketing & Product Guide 79

79 Participating Stores See Chart on Page 75 for codes. This list is included in the P4 Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) 372 T ST 373 H 15S T ST BD ST 378 H 20S T ST 380 T ST 381 H 15S H 15S H 15S H 8P BD 385 H 20S B 386 H 10S H 15S BD 388 H 10P BCOP B 389 H 15S B 390 H 20P H 10S ST 393 H 20P BD 394 H 10S B ST BD 397 H 15S H 20S B ST S BD 401 8S H 10S ST 404 H 15S ST BD BD 407 H 15P B 408 H 15S B ST ST 411 8P B 412 H 20P B ST 414 T ST 415 H 10P B 416 H 20S B 417 H 20P T ST Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick ONLgoLOCAL FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) 419 T ST B ST B ST BD ST 424 BD 425 H 10S B 426 H 10S B 427 ST 428 H 20S B H 15S BD 432 H 20S ST 434 H 15S ST BD ST B 437 H 10S H 20S B ST 440 T ST ST BD ST 443 H 15P BD 444 H 15S B 445 H 20S T ST 448 T ST ST 450 T ST 452 H 15P BD P ST 455 T ST S H 10P B 458 H 8S B 459 H 15S ST 461 T T ST ST BD ONLOCB End COP ONL 80 Promotional Turn 4

80 Participating Stores See Chart on Page 75 for codes. This list is included in the P4 Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) ST 465 H 15S ST BD 467 H 10S T ST ST 470 H 10S BD ST ST ST ST ST ST 478 T ST ST ST 481 H 15P ST BD 484 H 10S B 485 H 15P B P ST B ST BD ST 490 H 20S B 492 T ST ST H 15P B 495 H 15S T ST 497 H 15S H 20P B 501 H 15S T ST 505 H 20P BD ST BD 507 T ST BD 509 T ST ST 511 H 10S B ST B Store # Banner Insert Marketing & Product Guide 81 Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars ONLOntario Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) ONL ST 515 ST B ST 517 T ST 518 H 10S B ST B 520 T ST 521 H 15P BD P H 20P T ST BD 526 ST BD 527 T ST 528 H 15P B 529 T ST 530 T ST 531 T ST B B COP ONL S B 534 H 10S B ST 536 H 15P ST 538 ST BD 539 T B 540 H 15S BD ST 542 H 20P B 543 T ST 544 H 15S H 15S H 15S B 547 ST B ST 549 H 20S ST 552 8S BD 553 H 15P B 555 H 8S B 556 H 15P B ST ST 559 H 15S T ST 561 T 5 5 ST 562 T ST

81 Promotional Turn 4 82 Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) 563 H 10S H 8S B ST BD 566 H 20P ST 568 H 8P BD 569 H 15S ST 571 B 572 H 10S B 573 H 10P ST BD 575 H 15S B 576 T ST BD ST BD 578 T ST BD 579 H 10S T ST 582 T ST ST 584 H 15S B 586 H 15S H 15S ST BD BD 590 H 20P ST 593 H 15P B 594 T ST 595 T ST 596 T ST ST B 598 ST BD 599 T ST 601 H 15S B 602 H 15S ST ST BD 605 H 15S ST ST ST T ST ST Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Langauge (FLS) ST 616 H 10S H 15S H 10S H 20S B ST 623 H 20P H 20P BD ST BD 629 H 15S H 20P H 20S B 632 H 20S H 15S S ST B B 697 ST B 698 H 15S B 700 H 20S B 702 H 15P H 20S B 742 BD 771 H 15P H 20S Participating Stores See Chart on Page 75 for codes. This list is included in the P4 Worksheets file posted on the portal ST ST ST ST 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 584 H 15S B 586 H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S H 15S ST 1 ST 1 ST 1 ST 1 ST 1 ST 1 ST 1 ST 1 ST 1 ST 1 6 BD 1 6 BD 1 6 BD 1 6 BD 1 6 BD 1 6 BD 1 6 BD 1 6 BD 1 6 BD 1 6 BD 1 6 BD 1 6 BD 1 6 BD 1 6 BD 590 H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P H 20P ST 1 4 ST 1 4 ST 1 4 ST 1 4 ST 1 4 ST 1 4 ST 1 4 ST 1 4 ST 1 4 ST 593 H 15P B 593 H 15P B 593 H 15P B 593 H 15P B 593 H 15P B 593 H 15P B 593 H 15P B 593 H 15P B 593 H 15P B 593 H 15P B 593 H 15P B 593 H 15P B 593 H 15P B 593 H 15P B ST ST ST ST ST ST 1 ST 1 ST 1 ST 1 ST 596 T T T T ST ST COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP 623 H 20P COP 623 H 20P H 20P COP 623 H 20P H 20P COP 623 H 20P H 20P COP 623 H 20P H 20P COP 623 H 20P H 20P BD COP 624 H 20P BD 624 H 20P BD COP 624 H 20P BD 624 H 20P BD COP 624 H 20P BD 624 H 20P BD COP 624 H 20P BD 624 H 20P BD COP 624 H 20P BD 624 H 20P BD COP 624 H 20P BD 624 H 20P BD COP 624 H 20P BD COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP BD COP BD BD COP BD BD COP BD 579 H 10S COP 579 H 10S H 10S COP 579 H 10S H 10S COP 579 H 10S COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP COP H 15S COP 629 H 15S H 15S COP 629 H 15S H 15S COP 629 H 15S H 15S COP 629 H 15S H 15S COP 629 H 15S H 15S COP 629 H 15S H 15S COP 629 H 15S H 15S COP 629 H 15S H 15S COP 629 H 15S H 20P COP 630 H 20P H 20P COP 630 H 20P H 20P COP 630 H 20P H 20P COP 630 H 20P H 20P COP 630 H 20P H 20P COP 630 H 20P H 20P COP 630 H 20P H 20P COP 630 H 20P H 20S COP 631 H 20S H 20S COP 631 H 20S H 20S COP 631 H 20S H 20S COP 631 H 20S H 20S COP 631 H 20S H 20S COP 631 H 20S H 20S COP 631 H 20S H 20S COP 632 H 20S H 20S COP 632 H 20S H 20S COP 632 H 20S H 20S COP 632 H 20S H 20S COP 632 H 20S H 20S COP 632 H 20S H 15S COP 634 H 15S H 15S COP 634 H 15S H 15S COP 634 H 15S H 15S COP 634 H 15S H 15S COP 634 H 15S S COP S S COP S S COP S S COP S S COP S COP COP COP COP COP ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL Show Card ONL Show Card ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL ONL Power Aisle Banner ONL Power Aisle Banner Perimeter Banner ONL Perimeter Banner Special Promotions Fixtures ONL Special Promotions Fixtures Special Promotions Fixtures ONL Special Promotions Fixtures Ontario Wine Superstars ONL Ontario Wine Superstars Ontario Wine Popular Pick ONL Ontario Wine Popular Pick Ontario Wine Popular Pick ONL Ontario Wine Popular Pick golocal FSI Fixture ONL golocal FSI Fixture golocal FSI Fixture ONL golocal FSI Fixture OCB End Aisle ONLOCB End Aisle Mini Thematic ONLMini Thematic 1 ST ONL 1 ST 1 ST ONL 1 ST 1 ST ONL 1 ST 1 ST ONL 1 ST 1 ST ONL 1 ST 1 ST ONL 1 ST 616 H 10S ONL 616 H 10S H 10S ONL 616 H 10S H 10S ONL 616 H 10S H 10S ONL 616 H 10S H 10S ONL 616 H 10S H 10S ONL 616 H 10S H 15S ONL 617 H 15S H 15S ONL 617 H 15S H 15S ONL 617 H 15S H 15S ONL 617 H 15S H 15S ONL 617 H 15S H 15S ONL 617 H 15S H 15S ONL 617 H 15S ONL ONL ONL H 20S B ONL 619 H 20S B 619 H 20S B ONL 619 H 20S B 619 H 20S B ONL 619 H 20S B 619 H 20S B ONL 619 H 20S B 619 H 20S B ONL 619 H 20S B 619 H 20S B ONL 619 H 20S B 1 ONL 1

82 Display Table Merchandising ng Guidelines The following section provides direction on merchandising Nesting and Promo Tables. If you have any questions, please contact your store s Regional Visual Merchandiser or visual.merchandising@lcbo.com. E COP ONL

83 Merchandising Display Tables Display Table Themes The new Nesting Table Map is used for all of the Nesting Table Layouts. The products have been selected by Category Management and arranged by Visual Merchandising according to the like-with-like and colour/size/type principles to accomplish a balanced, easy-to-shop display. Please merchandise the tables according to the themes provided. These themes have been selected to integrate with the Promotional Theme and to maximize sales potential. Product Orders For each Nesting Table, please order r two or three cases of each of the participating products. For each Promo Table, please e order two orc or three cases of each of the six to eight participating products. The Store Manager may modify product selections, based on customer buying patterns and demographics but alternative products should match the theme. Product Placement et Avoid spreading products over the entire table. T E COP Too many facings of the same product will make the display seem cluttered, dulling the impact of the products being promoted. By following the basic principle of like product with like product, you will accomplish a themed, fully stocked and customer-friendly fixture. Remember to consider the colour, size and type when building your display. example of NL, colour, size, type NLsi ONL enl example of like with like Placing complementary colours next to each other also enhances the look of the display. Items on the Display Tables should not compete with each other. 84 Promotional Turn 4

84 Nesting Table Baskets Nesting Table Baskets All nesting tables must have a basket on each corner of the table. Select one product to merchandise in each basket to complement the theme. Sign the product with metal sign holders and black sign inserts. Each medium-sized basket holds two cases of 750 ml product or one case of 1000 ml /1500 ml product. COP ONL example of Basket with sign Marketing & Product Guide 85

85 Nesting Table Fixtures Product Theme Location Nesting Table Theme Nesting Table Theme 86 I Love Canada golocal A Selection of Canadian Spirits VINTAGES Store # 1 N1 10 N1x2 N2 N3 2 x V 15 N1 21 V 22 N1 31 V 35 N1 38 N1 N2 40 N1 57 N1 115 N1 N2 V 149 N1 N2 Essentials 164 N1 171 N1 185 N1 187 N1 N2 V 198 N1 200 N1 212 N1 226 N1 V 249 N1 252 V N1 334 N1 N2 N3 A 340 N1 344 V 346 N1 N2 N3 355 N1x2 N2 N3 V 360 N1 V 361 N1 367 N1 N2 V 371 V 373 V 378 N1 N2 388 Essentials 390 N1 393 N1 412 N1 N2 416 N1 V 417 N1 432 V 438 N1 445 N1 N2 N3 V 495 N1 V COP V I Love Canada N1TR COP O golocal A Selection of Canadian Spirits ONLVINTAGES Store # 511 N1 522 N1 523 N1 V 525 N1 V 536 N1 542 N1 544 V 545 N1 555 N1 556 N1 V 573 N1 575 N1 579 N1 590 N1 N2 601 N1 617 N1 619 N1 623 N1 624 N1 631 N1 N2 632 N1 703 N1 771 N1 V ONL Stores will receive a sign for specific themes. It is the Manager s discretion to choose which themed tables to build. Promotional Turn 4

86 TR Nesting Table Map Use for all Nesting Table Themes Q 3 Facings 3 Facings 3 Facings 3 Facings Angs 3 Facings RA Basket 1 Case H I J K L 3 Facings 3 Facings 3 Facings 3 Facings H I J K L 3 Facings G 3 Facings 3 Facings G OPG soft dressing M 3 Facings signage F 3 Facings 3 Facings F N 3 Facings EOE ngs D C 3 Facings 3 Facings 3 Facings B 3 Facings A 3 Facings Basket 1 Case C OngsON P E D C 3 Facings 3 Facings 3 Facings B 3 Facings A 3 Facings COP ONL front of store Basket 1 Case R M 3 Facings N 3 Facings Basket 1 Case O Marketing & Product Guide 87

87 Nesting Table Theme: N1 & N4 I Love Canada (A selection of Canadian RTD, Beer ) Location LCBO# Description Format A Big Rock Grasshopper Wheat Ale 6 Pk-B B Smirnoff Ice 4 Pk-B C Lugtread Lagered Ale L4 4 Pk-B D Bassano Hard Soda Lemon Sanguinelli 4 Pk-B E Pump House Blueberry Ale 6 Pk-B F Vex Strawberry Smoothie 6 Pk-B G Moosehead Beer 6 Pk-B H Mike's Hard Blueberry Lemonade 4 Pk-B I Rickard's Red 473 ml J Mott's Clamato Caesar Original 4 Pk-B K Alexander Keith's Premium White Ale 473 ml L Vex Light Original Lemonade 4 Pk-B M McAuslan Apricot Wheat Ale 6 Pk-B N Smirnoff Mixed Drink Classic Lemonade 4 Pk-B Baskets O Smirnoff Ice Tall Can 473 ml P Amsterdam Blonde 473 ml Q Nickel Brook Gluten Free 473 ml R Sleeman Original Draught 473 ml Alternate Products Palm Bay Key Lime Cherry 6 Pk-C Black Fly Vodka Blueberry 4 Pk-PET PleAse note: The Nesting Table Map is used for all of the Nesting Table Layouts. E COP ONL 88 Promotional Turn 4

88 Nesting Table Theme: N2 golocal: A selection of Ontario VQA from Prince Edward County Location LCBO# Description Format A Sandbanks Estate Dunes Vidal VQA 750 ml B Trumpour's Mill Pinot Gris VQA 750 ml C Waupoos Estates Winery Honeysuckle VQA Gtm 750 ml 7 D Rosehall Run Sullyzwicker Red VQA 750 ml E Sandbanks Estate Riesling VQA 750 ml F Trumpours Mill Gamay Noir VQA 750 ml G Waupoos Estates Winery Vidal VQA Gtm 750 ml H Sandbanks Estate Cabernet Franc VQA 750 ml I Trumpours Mill Riesling VQA Gtm 750 ml J Sandbanks Waves Cabernet Merlot VQA 750 ml K Rosehall Run Sullyzwicker White VQA 750 ml L Sandbanks Estate Rose VQA 750 ml M Waupoos Riesling VQA Gtm 750 ml N Sandbanks Estate Baco Noir VQA 750 ml Baskets O Rosehall Run Chardonnay Sur Lie VQA 750 ml P Trumpours Mill Pinot Noir VQA 750 ml Q Sandbanks Estate ChC Chardonnay Waves VQA 750 ml R Trumpour's Mill Cabernet Merlot VQA 750 ml Alternate Products any V Vintages White wine from Prince Edward County any Vintages V Red wine from Prince Edward County PleAse note: The Nesting Table Map is used for all of the Nesting Table Layouts. e:ra TR: COP ONL Marketing & Product Guide 89

89 Nesting Table Theme: N3 Spirits (A selection of Canadian Spirits) Location LCBO# Description Format A Wiser's Small Batch 750 ml B Iceberg Vodka 750 ml C Forty Creek Double Barrel ml D Tag No. 5 Vodka ml E Canadian Club Sherry Cask L ml F White Owl Whisky 750 ml G Crown Royal Black 750 ml H 3558 Gibson's Finest 750 ml I Victoria Gin 750 ml J Wiser's Legacy 750 ml K Prince Igor Extreme Vodka 1140 ml L Century Reserve Lot ml M Crown Royal Limited Edition 750 ml N Danfield's Limited Ed 21 ear Old 750 ml O Forty Creek Double Barrel 750 ml P Glen Breton Rare MaltCO Single Malt 750 ml Baskets Q Wiser's Legacy 750 ml R Iceberg Vodka 750 ml PleAse note: The Nesting Table Map is used for all of the Nesting Table Layouts. E COP C O ONL 90 Promotional Turn 4

90 VINTAGES Nesting Table Sold Program Participation is mandatory VINTAGES Nesting Table Sold Program There are four new Vinatges Essentials products. Space on the Vinatges Display Table has been sold to the trade to promote these products during Promotional Turn 4. The products will be offered pre-wrapped. The wrap is free to customers. Key Date In Stores: Monday June 13, 2011 Participating Products LCBO# Description Price Monte Antico (Italy) $ Zenato Amarone (Italy) $49.95 OPPrPPr Malbec Reserva Luigi Bosca (Argentina) $ Cabernet Sauvignon n Ringbolt (AustrC (Australia) $19.95 Participating Stores 10, 21, 31, 115, 187, 226, 252, 344, 355, 360, 367, 371, 373, 381, 416, 432, 445, 452, 495, 523, 525, 556, 544, 605, 771 Components TRAD T ADE COP ONL new nesting table sign old nesting table sign Nesting Table Sign Hot Buttons Cellophane Bottle Wrap Kit (includes: bags, purple ribbons, A Gift for ou gift tags) Components will arrive by June 13, Stores are not charged for the wrap components. Marketing & Product Guide 91

91 VINTAGES Nesting Table Sold Program Participation is mandatory Merchandising Instructions The promotion of the participating products has been sold to the trade. Participation is mandatory - the products must be merchandised on the table. Install the new VINTAGES Display Table sign instead of the VINTAGES Party Favourites Release sign. The VINTAGES Display Table sign will remain in place for ff the July 9 Release. Wrap the middle facing of the four new Essentials products with the wrap components supplied. Do not wrap the other products on the table. Please replenish the wrapped products until supply of wrap components is depleted. COP ONL 92 Promotional Turn 4

92 VINTAGES Nesting Table Sold Program Participation is mandatory Nesting Table of VINTAGES Wines June 25 Release There should be 8-10 different products (including the four featured products) ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered. Please order enough of the four featured products to merchandise on the table. Each basket will hold 2 cases of 750 ml product. Location LCBO# Description Size A Product Consultant discretion of New Essentials PrO Product 750 ml B Monte Antico 750 ml C Product Consultant discretion of New Essentials Product 750 ml D Zenato Amarone 750 ml E Product Consultant discretion of New Essentials Product 750 ml F Malbec Reserva Luigi Bosca 750 ml G Cabernet Sauvignon Ringbolt 750 ml H Product Consultant discretion of New Essentials Product 750 ml I Zenato Amarone 750 ml J Product Consultant discretion of New Essentials Product 750 ml K Monte Antico 750 ml L Product Consultant discretion of New Essentials Product 750 ml M Cabernet Sauvignon Ringbolt 750 ml N Malbec Reserva Luigi Bosca 750 ml Baskets O Malbec Reserva Luigi Bosca 750 ml P ADMalb Cabernet Sauvignon Ringbolt 750 ml Q Monte Antico 750 ml R Zenato Amarone 750 ml A E TR6937 tantc ronec COP OP ONL Marketing & Product Guide 93

93 VINTAGES Nesting Table Sold Program Participation is mandatory Nesting Table of VINTAGES Wines July 9 Release There should be 8-10 different products (including the four featured products) ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered. Please order enough of the four featured products to merchandise on the table. Each basket will hold 2 cases of 750 ml product. Location LCBO# Description Size A Product Consultant discretion of New Essentials Product 750 ml B Monte Antico 750 ml C Product Consultant discretion of New Essentials Product 750 ml D Zenato Amarone 750 ml E Product Consultant discretion of New Essentials Product 750 ml F Malbec Reserva Luigi Bosca 750 ml C G Cabernet Sauvignon Ringbolt 750 ml H Product Consultant discretion of New Essentials Product 750 ml I Zenato Amarone 750 ml J Product Consultant discretion of New Essentials Product 750 ml K Monte Antico 750 ml L Product Consultant discretion of New Essentials Product 750 ml M Cabernet Sauvignon Ringbolt 750 ml N Malbec Reserva Luigi Bosca 750 ml Baskets O Malbec MAM Reserva Luigi Bosca 750 ml P Cabernet Sauvignon Ringbolt 750 ml Q Monte Antico 750 ml R Zenato Amarone 750 ml discc E COP OP ONL roduo 94 Promotional Turn 4

94 Promo Table Fixtures Product Theme Location Promo Table Themes Store # N1: Roses N2: The EH Team N3: Burger s Deluxe N4: Summer Wheat 10 P x P1 2 x P2 P3 P4 22 P1 P2 57 P1 115 P1 P2 P3 187 P1 P2 P3 P4 252 P1 P2 P3 P4 253 P1 P2 P3 O 265 P1 334 P1 P2 P3 P4 346 P1 P2 P3 P4 355 P1 378 P1 P2 P3 P4 388 P1 412 P1 445 P1 P2 P3 P4 523 P1 P2 545 P1 590 P1 P2 P3 P4 617 P1 619 P1 P2 P3 624 P1 P2CP2 P3 P4 631 P1 P2 P3 632 P1 P2 P3 P4 703 P1 P2 TOTALS COP P2CO ONL O Marketing & Product Guide 95

95 Promo Table Themes Promotional Table Location Map G 3 Facings H 3 Facings A 3 Facings P1: Rosé F 3 Facings signage B 3 Facings front of store E 3 Facings D 3 Facings C 3 Facings The Promo Table Map is used for all four Table Layouts. To merchandise the table properly, rly, 2-3 cases of each product should be ordered, ed, allowing for 3 PON facings of each product. O REPEaT both PRODUCTS and SIGNaGE FROm OmOm P3 Location LCBO# Descritpion Format A fuzion Shiraz Rosé 750 ml B Misterio Rosé Malbec-Shiraz 750 ml C Masi Modello delle Venezie Rosato Igt 750 ml D Banrock Station Pink Moscato Rosé 750 ml E Terres de Saint Louis 750 ml F Château de Manissy AOC Tavel 750 ml G Villa Maria Private Bin East Coast Rosé 750 ml H Georgian Bay Rosé Cranberry Apple Wine 750 ml PT COP ONL P3ON Products on Promo Table #1 are part of the Summer Rosé program and will be merchandised on the fixture in P3 and P4. Products will change in P5. Please order additional inventory of the participating products to maintain the display through P4. 96 Promotional Turn 4