I.D. HAVE YOUR READY. 25 or. younger? PT1. Marketing & Product Guide. Think fresh this spring. PT1: April 1, April 28, 2013

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1 READY See page 23 for details. PT1 French Show Card or Younger? Have Your I.D. Ready 23 Pt1: April 1, April 28, 2013 Marketing & Product Guide LY ON PY CO E AD I.D. PT1: April 1, April 28, 2013 HAVE YOUR TR younger? Think fresh this spring 25 or

2 NEW IN PT1 French Show Card 08 A French-over-French window Show Card, beginning in PT1, will become a standard thematic component every promotional period and will be shipped to FLS stores. Have Your I.D. Ready 23 A new message and signage components have been developed to replace the existing Check 25 program. The new program, 25 or Younger? Have your I.D. Ready, is being rolled out to all stores beginning PT1.

3 Marketing & Product Guide Goals of the Promotion 03 New in PT1 05 Advertising 06 French Show Card 08 Promotional Sign Gallery 09 PODS or Younger? Have Your I.D. Ready 23 Mini-Thematic 27 Seasonal Rosé Program 31 Winter Wine Program 35 Seasonal & New Product 37 Fixture Program Front End Merchandiser 45 Wine Fridge 51 Special Promotions Fixture 57 Exterior Springer Sign 59 Shopping Cart Signs 61 Ontario Wines 63 Ontario Superstars 64 Ontario Popular Pick 65 VQA Cube Fixture 66 golocal VQA Gondola Fixture 67 Perpendicular Easter Hot Button 68 Wines to Watch Program 73 Gifting 75 Beer Programs 81 Ontario Craft Beer End Aisle 82 Brewery Spotlight 83 Craft Beer Program 84 Ontario Craft Beer (Quarterly Program) 85 Vintages Superstars 87 Vintages BAM & LTO Signage 89 FOOD & DRINK 91 Participating Stores 93 Sold Space Programs 101 Display Table Guidelines 127

4 Thematic Promotion Think fresh this spring April 1, APRIL 28, 2013 Many people see spring as a new beginning for the year ahead a reawakening. Customers want to get out of their winter routines and open their minds to new ideas. Our goal with the Think Fresh This Spring promotion is to encourage people to try something new, whether it is a brand new product or a new product category. We ve put some fresh thinking behind the products to generate excitement and instill confidence in our customers to discover new things and begin new habits. The Think Fresh This Spring promotion has been divided into four Fresh categories throughout the campaign: Fresh Arrivals New products. Fresh Pairings Spring-inspired food matches All recipes will be available at lcbo.com Fresh Ideas Different ways of serving our products. Fresh Takes New spins on products and product categories. Let s help our customers freshen up their drinks this spring!

5 NEW IN PT1 Thematic Features 1. Advertising (FSI) 2. New French Show Card

6 NEW IN PT1 - Advertising FSI Think Fresh This Spring - Advertising FSI Free Standing Insert (FSI) When the calendar turns to April, we re all about spring. There s something about feeling the sun on your cheeks and the promise of patio time. We re celebrating with new products and ideas to help our customers soak up spring. Market fresh food and wine pairings, spring makeovers on typical wintery products, and reasons to celebrate with a sweet cocktail are a few of the fresh ideas covered in the FSI. The FSI will be inserted in the following publications: Globe and Mail (Ontario) Saturday, April 6, 2013 St. Catharines Standard Saturday, April 6, 2013 Barrie Examiner Saturday, April 6, 2013 Toronto Sun Sunday, April 7, 2013 Ottawa Sun Sunday, April 7, 2013 London Free Press Saturday, April 6, 2013 Kingston Whig Standard Saturday, April 6, 2013 Kitchener Waterloo Record Saturday, April 6, 2013 Hamilton Spectator Saturday, April 6, 2013 Toronto Star Saturday, April 6, 2013 National Post (Ontario) Saturday, April 6, 2013 Thunder Bay Chronicle Saturday, April 6, 2013 Ottawa Citizen Saturday, April 6, 2013 Windsor Star Saturday, April 6, 2013 All stores will receive 10 copies of the FSI for reference. 6 Promotional Turn 1

7 NEW IN PT1 - Advertising FSI Think Fresh This Spring - Advertising FSI FSI Product List LCBO# Description Size (ml) Mill Street Organic Lager 6 x Torres Gran Coronas Dan Aykroyd Cabernet Merlot VQA Hob Nob Pinot Noir Silver Tequila Collingwood Spicebox Adobe Reserva Sauvignon Blanc Organic Crabbies Original Alcoholic Ginger Beer Somersby Apple Cider Wild Turkey 81 Proof Kentucky Straight Bourbon Skinnygrape Pinot Grigio Captain Morgan Black Spiced Rum Forty Creek Copper Pot Reserve Boneshaker IPA 6 x Revolution Red Wiser's Spiced Vanilla Canadian Whisky Alberta Premium Dark Horse Whisky Cave Red VQA Cave Springs Skinnygirl Red Wine Crown Royal Maple Finished Grey Goose Cherry Noir Pinnacle Red Liquorice Smirnoff Kissed Caramel Three Olives Burst Oyster Bay Sauvignon Blanc Twice As Mad Tom IPA 6 x Bacardi Cranberry Pom Jus 4 x Mcguinness Whipped Cream Liqueur Smirnoff Mango Passionfruit Sorbet Vodka Skinnygirl White Cherry Vodka Voli Light Vodka - Espresso Vanilla Seagram Black Cherry 6 x Alexander Keith's Cascade Hop Ale Alexander Keith's Hallertauer Hop Ale Steam Whistle Premium Pilsner 6 x Malivoire Gamay VQA Creemore Springs Premium Lager 6 x Blanche De Chambly 6 x 341 Marketing & Product Guide - Think Fresh This Spring 7

8 NEW IN PT1 - New French Show Card New French Show Card Participating Stores 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 17, 18, 19, 20, 23, 24, 26, 27, 32, 34, 36, 37, 38, 40, 41, 49, 50, 54, 55, 58, 63, 66, 67, 75, 76, 77, 78, 81, 83, 89, 91, 92, 98, 99, 103, 104, 108, 112, 117, 118, 121, 122, 123, 125, 126, 127, 128, 129, 134, 140, 143, 149, 151, 154, 162, 163, 164, 165, 167, 171, 173, 180, 182, 183, 184, 185, 186, 189, 190, 192, 193, 195, 198, 200, 204, 207, 212, 214, 217, 218, 220, 225, 228, 233, 234, 236, 241, 242, 243, 245, 249, 253, 255, 256, 262, 269, 272, 278, 279, 280, 287, 291, 295, 303, 308, 309, 310, 312, 320, 321, 322, 324, 327, 329, 332, 334, 338, 349, 355, 359, 360, 362, 363, 366, 367, 368, 370, 371, 375, 384, 385, 387, 388, 389, 393, 394, 395, 398, 400, 405, 406, 407, 408, 411, 412, 415, 416, 420, 421, 422, 424, 425, 426, 428, 431, 435, 436, 438, 441, 443, 444, 452, 457, 458, 463, 466, 470, 483, 484, 485, 487, 488, 490, 492, 494, 499, 505, 506, 507, 511, 512, 518, 519, 521, 524, 528, 531, 532, 533, 534, 539, 540, 542, 546, 552, 553, 555, 556, 564, 565, 568, 569, 572, 574, 575, 576, 577, 578, 584, 588, 589, 593, 597, 601, 604, 614, 619, 624, 626, 627, 631, 636, 637, 638, 639, 642, 643, 650, 677, 694, 697, 698, 699, 700, 703 Overview The French Language Services Act (FLSA) of 1986 guarantees an individual s right to receive services in French from Government of Ontario ministries and agencies in 25 designated areas. Relative to the French Language Services Act, the LCBO is not only required by law to provide bilingual staff, signage and services in specific stores and offices located in or serving designated communities of Ontario, but we are also doing so as an additional service offering to our Francophone customers. It is good for business. To further this commitment, beginning in PT1, we will be producing one Frenchover-French Window Show Card for all FLS stores (please refer to the above store list). component that will be shipped to these stores every promotional period. Merchandising Instructions The Show Card should be displayed at the window, but if that is not possible, please display it at the most prominent location in the store. For stores that receive multiple Show Cards, one will be in French, while the others will be in English. Please display the French version at the most prominent location of the store. Henceforth, this Show Card, which is a French version of the main thematic banner, will become the standard Show Card Re-order #: Promotional Turn 1

9 Promotional Sign Gallery All promotional sign components are available for re-order using their corresponding re-order numbers. If a sign component is missing or damaged, call hellolcbo ( ) and quote its re-order number. Please have a copy of this Marketing & Product Guide on hand for reference. Thank you. Music Music CD re-order# DMS We would like to hear your comments about this period s music. Please you feedback to jayne.roos@lcbo.com

10 Promotional Signs Component Where to install sign Re-order Code Images Exterior Banners Think Fresh this Spring Banners: 43 w x 87 h Exterior Banners Product Grid Banners: 43 w x 87 h English Show Card Think Fresh This Spring / Think Fresh This Spring French Show Card Le Goût Du Printemps / Le Goût Du Printemps Dimensions: 28 w x 45 h Exterior Transparency Think Fresh This Spring Transparencies: 28 w x 54 h Exterior Transparency Product Grid Transparencies: 28 w x 54 h Exterior on building Install in the windows on the hangers. Only for stores #452, #528, #568. These are installed by the vendor ENG FRE Promotional Turn 1

11 Promotional Signs - Store Entrance Component Where to install sign Re-order Code Images Power Aisle Banners Think Fresh This Spring/Product Grid Dimensions: 45 w x 30 h Hero Display Banner Stand Insert Three Olives Burst (1 version) Dimensions: 20 w x 70 h Pricer Cards Dimensions: 8 w x 7 h Thematic Banner Stand Insert Think Fresh This Spring Dimensions: 20 w x 70 h Backlit / Tasting Bar Think Fresh This Spring Over the central aisle, closest to the entrance. Alternate every other one. Hero Display LCBO# Description Three Olives Burst Hero Display (1 version - Three Olives Burst) Thematic Banner Stand (store entrance) DMS Install in the frame on the portable Tasting Bar Dimensions: 21 15/16 w x 32 9/16 h Some stores will be supplied a backlit sign holder. Marketing & Product Guide - Think Fresh This Spring 11

12 Promotional Signs Perimeter Component Where to install sign Re-order Code Images Perimeter Banner Think Fresh This Spring/ Product Grid Dimensions: 30 w x 30 h Perimeter Transparency: Square Think Fresh This Spring Dimensions: 28.5 w x 28.5 h Perimeter Transparency: Square Product Grid Dimensions: 28.5 w x 28.5 h Perimeter Transparency : Horizontal Think Fresh This Spring Dimensions: 45.5 w x 28.5 h Perimeter Transparency : Horizontal Product Grid Dimensions: 45.5 w x 28.5 h On the hangers around the periphery of the store. Alternate every other one. All transparency signs are vendor installed between March 31 - April 3, If not installed by end of day April 3, 2013, please contact hellolcbo. All transparency signs are vendor installed between March 31 - April 3, If not installed by end of day April 3, 2013, please contact hellolcbo Promotional Turn 1

13 Promotional Signs - Perimeter Component Where to install sign Re-order Code Images Perimeter Transparency : Vertical Think Fresh This Spring Dimensions: 28 w x 54 h Perimeter Transparency : Vertical Product Grid Dimensions: 28 w x 54 h All transparency signs are vendor installed between March 31 - April 3, If not installed by end of day April 3, 2013, please contact hellolcbo Marketing & Product Guide - Think Fresh This Spring 13

14 Promotional Signs - End Aisles Component End Aisle Backer Cards Dimensions: 30 w x 24 h Branded Backer Card End Aisle Products Re-order Code 1 A Cider Cocktail? Now That's Refreshing / Cocktail Must-Haves Canadian Whisky: Bolder Than Ever / Today's Wine Discovery Celebrate With New Sweet Shop Vodkas / For Whisky Lovers Food-Friendly Reds With Light Fare inspired (La Posta, Peninsula Ridge, Folonari) / (Dan Aykroyd, Jacob s Creek, Folonari) Chill These Reds For A Flavour Boost / No-Fuss Cocktails Luxe Vodka, New Black Cherry Flavour / Cocktail Must-Haves New Whisky Flavours Are Winning New Fans / Today's Wine Discovery Lighter Flavours Love White Blends (Fresh, Wolftrap, Fazi Battagila) / (Masi, Strewn, Fifth Leg) Pinot Grigio - For The Perfect Spring Spritzer ( VOGA, People, Angel s Gate) / (Jackson Triggs, Mezzacorona, Rosemount) Give Spiced Rum A Spring Makeover / No-Fuss Cocktails Bourbon Style For Your Next BBQ / Cocktail Must-Haves Bring A Little Bubbly To The Everyday / Wine With Creamy Desserts Mmmoscato! These New Beers Are All About The Hops / For Whisky Lovers Eco-Friendly Wine You Can Feel Good About / Beer Headquarters Tequila Makes Ordinary Drinks Original / No-Fuss Cocktails Ontario Craft Brews - Just In For Spring / Cocktail Must-Haves Natural, Delicious & Ready-To-Drink / Today's Wine Discovery Top A Low-Cal Cocktail With A Georgeous Garnish / For Whisky Lovers Go Fresh With Sauvignon Blanc / Beer Headquarters Decadent Liqueurs - The Newest Guilty Pleasure / No-Fuss Cocktails Promotional Turn 1

15 Promotional Signs - End Aisles End Aisle Products Re-order Code Generic Cocktail Must-Haves Generic Generic Today s Wine Discovery/ For Whisky Lovers Beer Headquarters/ No-Fuss Cocktails Image Marketing & Product Guide - Think Fresh This Spring 15

16 Promotional Signs - Pod Program Flat POD (2 products) Participating stores 1, 5, 10, 15, 17, 21, 23, 31, 38, 41, 44, 57, 65, 74, 148, 149, 171, 185, 187, 191, 195, 198, 200, 217, 221, 226, 233, 249, 252, 253, 269, 288, 298, 300, 326, 329, 344, 346, 351, 355, 359, 361, 367, 373, 378, 381, 383, 386, 390, 392, 394, 397, 407, 412, 416, 427, 428, 437, 438, 443, 444, 457, 459, 470, 485, 490, 491, 497, 511, 522, 523, 528, 534, 536, 542, 545, 551, 556, 566, 569, 575, 580, 584, 587, 605, 609, 619, 623, 624, 627, 630, 632, 634, 641, 643, 694, 698, 699, 700, 703, 706, 776 The pod display is a merchandising program that highlights new, premium and hot products in the most favourable and high traffic locations of the top destination stores. The program runs for the full Promotional Turn. POD LCBO# Product Size (ml) Skinnygirl Red Wine Skinnygirl White Wine 750 POD Skinnygirl Tangerine Vodka Skinnygirl White Cherry Vodka 750 POD 2 POD Skinnygrape Pinot Grigio Skinnygrape Chardonnay Voli Light Vodka - Lemon Voli Light Vodka - Espresso Vanilla Amsterdam Boneshaker IPA 6 x Twice as Mad Tom IPA 4 x Central City Red Racer IPA Samuel Adams Latitude 48 IPA 6 x Promotional Turn 1

17 Promotional Signs - Pod Program Component Where to install sign Re-order Code Images Pod 1 Display Backers Side A: Enjoy Great Waist Friendly Wines. (Skinnygirl Red Wine & Skinnygirl White Wine). Side B: New Vodkas - Big on Flavour, Light on Calories. (Skinnygirl Tangerine Vodka & Skinnygirl White Cherry Vodka). Pod 2 Display Backers Side A: A Healthy Meal Deserves A Low-Cal Wine. (Skinnygrape Chardonnay & Skinnygrape Pinot Grigio). Side B: New Flavoured Vodka With Fewer Calories ( Voli Light Vanilla Espresso & Voli Light LemonA). Pod 3 Display Backers Side A: IPA - Your Brew For Spicy Food (Samuel Adams IPA & Central City). Side B: IPA - Your Brew For Spicy Food (Muskoka Twice As Mad Tom & Boneshaker IPA). Power Aisle or prominent locations of the store POD Riser Wrap Wrap around the riser version: width wise only. Think Fresh This Spring POD Pricer Cards DMS Marketing & Product Guide - Think Fresh This Spring 17

18 15848 Promotional Signs Component Where to install sign Re-order Code Images 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 Vintages Shelf Talker 2 7/8 w x 5 h x 1 In-Section Available Chilled Hot Button Ontario Wine Superstars Fridge Hot Button Special Promotions Promo Fixture Drum Sign New Discoveries Dimensions: 48 w x 6 3/8 h Special Promotions Fixture Poster New! New! New! Dimensions: 22 w x 39.5 h One end of the VQA Cube Fixture (Participating stores only) Vintages shelf talker Signs should be used on shelf to indicate that the Superstars products are also available in the fridge. Note: No new signage will be sent. Highlight Ontario Wine Superstars products in the fridge. Note: No new signage will be sent. Complete Kit: VQA Cube Centre Sign DMS DMS Special Promotions Fixture # Special Promotions Fixture # VQA golocal Category English Shelf Talker 18 Promotional Turn 1

19 Promotional Signs Component Where to install sign Re-order Code Images Promo Fixture Sign - Short Mini-Thematic Dimensions: 28 w x 6 3/8 h Promo Fixture Sign - Long Mini-Thematic Dimensions: 43 w x 6 3/8 h Promo Fixture Shelf Talker (11 versions) x2 sets Mini-Thematic Dimensions: 6 w x 3 h Shopping Cart Sign Dimensions: 10 w x 7.75 h Vintages Superstar Kit Includes: Basket Insert w x h Shelf Talkers 6 w x 3 h Special Promotions Fixture Promo fixture and in-section in front of participating products. Social Responsibility Sign: Install outside the frame of the Shopping Carts. Thematic Sign (Sold to the Trade) Install on the inside frame of the Shopping Carts. Merchandise the participating product in a basket next to/near the LCBO Ontario VQA wines section. Install the pre-printed shelf talker in front of the featured product, in its on-shelf position within the Vintages section DMS Social Responsibility Sign: DMS Thematic Sign: DMS Reference by program name only. Basket Insert Shelf Talker Marketing & Product Guide - Think Fresh This Spring 19

20 Promotional Signs Component Where to install sign Re-order Code Images Ontario Wines Superstars Kit Includes: Backer Cards x 2 Shelf Talkers 6 w x 3 h Pricer Cards x 2 Dimensions: 14 W x 24 H (Backer Cards) Popular Pick Kit Includes: Backer Card x 1 Shelf Talkers 6 w x 3 h Dimensions: 14 W x 24 H (Backer Card) Category Sign French/English Gift Tag (Bundled in 12) Shelf Talkers (Bundled in 3-1 of each version) Cut case display at VQA Cube Cut case display in Ontario Section Full kit: Backer Cards Shelf Talkers, Pricer Cards Shelf Talkers Only: DMS A new P1 category sign will be shipped. Place the Category Sign insert into the sign band on the Gifting Promotional Fixture End. Place the gift tags onto the pre-wrapped Cello 1 bottles and vessels left over from PT13. Merchandise the Pre- Wrapped Cello bottles and Vessels on the Gifting Promotional Fixture End. Place Shelf Talkers on the Gifting Promotional Fixture End. Shelf Talkers and Popular Picks Backer Cards: DMS DMS Promotional Turn 1

21 Promotional Signs - On Shelf Signs Location On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf Signs Message SAVE Shelf Talkers Pre-printed (Limited Time Offer Program) AirMiles Shelf Talkers Pre-printed (Bonus Air Miles Program) NEW Shelf Talkers Pre-printed (New Product Program) More Miles Shelf Talkers Pre-printed (BBAM Program) In The Spotlight Shelf Talkers Pre-printed (IMAGE Program) SAVE Shelf Talkers Pre-printed (Limited Time Offer Program) Air Miles Shelf Talkers Pre-printed (Bonus Air Miles Program) New Shelf Talkers Pre-printed (New Product Program) Component Specifications Re-order # Images 6 w x 3 h English/No Price Price/No Price 6 w x 3 h English/No Price Price/No Price 6 w x 3 h English/No Price Price/No Price 6 w x 3 h 6 w x 3 h English/No Price Price/No Price 6 w x 3 h Bilingual/No Price Price/No Price 6 w x 3 h Bilingual/No Price Price/No Price 6 w x 3 h Bilingual/No Price Price/No Price DMS DMS DMS DMS DMS DMS DMS DMS On Shelf In the Spotlight Shelf Talkers Pre-printed (Image Program) 6 w x 3 h Bilingual/No Price DMS Marketing & Product Guide - Think Fresh This Spring 21

22 Promotional Signs - On Shelf Signs Location On shelf On shelf On shelf On shelf Cut Cases On shelf On shelf Signs Message Pre-printed (Regular Program - 65 versions) Pre-printed (Community Program - 10 versions) Pre-printed (Discovery Program - 9 versions) Blank Shelf Talkers LCBO stamp (1 version x 50 per bundle) Blank Pricer Cards LCBO stamp (1 version x 30 per bundle) Blank Extender Strips LCBO stamp (1 version x 15 per bundle) Pre-printed Go Green Extender insert - 1 version Component Specifications Re-order Images Extender strips 12 x 2.5 Extender strips 12 x 2.5 Extender strips 12 x 2.5 Shelf Talkers Blank - 6 x 3 Pricer Cards Blank - 8 x 7 Extender strips Blank - 12 x 2.5 Extender strips Pre-printed - 12 x 2.5 DMS DMS DMS DMS DMS DMS DMS On End Aisles Pre-printed - Thematic (70 versions) Shelf Talkers - 6 x 5 DMS Promotional Turn 1

23 25 or Younger? Have Your I.D. Ready (Previously Check 25) Shopping cart sign Cash Counter Decal Rear Cash Register Sign Front End Merchandiser Sign Poster English/French In-section Hot Button Cling Vinyl on Entrance Door

24 PT1 NON Thematic FEATURES - 25 or Younger? Have Your I.D. Ready (Previously Check 25) 25 or Younger? Have Your I.D. Ready Participating Stores All Stores Key Dates Install: April 1, 2013 Overview The Check 25 program is evolving by asking customers who are under 25, or appear to be, to have their valid I.D. ready to be checked. LCBO s Check 25 program now features the tagline: 25 or Younger? Have your I.D. Ready. This change aims to build further awareness among our customers, encourage individuals to be proactive and have their I.D. ready if they are under 25, and to help LCBO staff ensure that alcohol is not sold to minors. Signage Components & Merchandising Instructions 1. Shopping cart sign Bilingual Install the new 25 or Younger? Have your I.D. Ready signage in the frame on the outside of the shopping carts. Re-order #DMS Cash Counter Decal Bilingual Please peel and stick the adhesive Cash Desk Decal to the centre and top of the Cash Desk. Re-order ## Rear Cash Register Sign Bilingual Affix the four Velcro dots on the back of the sign, in each corner. Please ensure the creative is facing customers. NOTE: Stores 4, 144, 351, 378, 465, 532, 551, 580, 587, 600, 609, 627, 644 will not receive this signage component as it doesn t fit on the back of their monitors. Re-order #DMS Promotional Turn 1

25 PT1 NON Thematic FEATURES - 25 or Younger? Have Your I.D. Ready (Previously Check 25) 25 or Younger? Have Your I.D. Ready Signage Components & Merchandising Instructions - Continued 4. Front End Merchandiser Sign Bilingual Affix the Velcro dots along the bottom of the front of the sign. Please ensure the creative is facing customers and the back side of the sign is facing the cashier. Install the sign to the cash register turrets or fixture in front of the cash desk. Re-order # Poster English/French At Store Manager s discretion, display the poster in the customer s line of vision as they are approaching the cash desk. Re-order # In-section Hot Button English/French At Store Manager s discretion, display the Hot Button signage in sections where customers 25 years of age and younger most frequently shop. Re-order # Cling Vinyl on Entrance Door Details will follow in the weekly Sales and Marketing updates that are sent every Tuesday morning. Marketing & Product Guide - Think Fresh This Spring 25

26 SAY Sí TO SPAIN Beronia Tempranillo Rioja Direct from sunny Spain, this delicious Tempranillo is one of the best value red wines at the LCBO. This is an ideal food wine, so serve it with lamb, pizza and most pasta. Mini Thematic Spanish Wines Participating Stores 1, 4, 5, 6, 11, 14, 15, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 34, 35, 36, 38, 40, 41, 44, 50, 55, 57, 59, 60, 62, 63, 64, 65, 68, 72, 79, 80, 83, 90, 95, 97, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 168, 171, 175, 179, 182, 185, 187, 188, 190, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 212, 214, 217, 218, 221, 226, 228, 233, 234, 237, 242, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 287, 288, 295, 298, 300, 311, 320, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 401, 402, 404, 407, 408, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 518, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 593, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 641, 643, 644, 694, 698, 699, 700, 702, 703, 706, 771, 776

27 Mini Thematic Promotional Fixture Participation is mandatory Detailed Merchandising Instructions The Mini-Thematic Program is designed to highlight products which are new, engaging or niche product categories. Fixture Components Category Sign Holder Brochure Holder SKU Count Min. 6, Max. 12 Stores are recommended to feature all skus but a minimum of 6 brands must be featured. Products are not force-allocated. The 1-in-1-out rule does not apply on the Promotional Fixture. The mini-thematic brochures feature 8 12 brands (which vary by thematic). To support the sales and marketing strategy, it is recommended to feature all SKUs participating in the program. Signage Components Category Sign (long or short) Shelf Talkers Occasional Customer Takeaway Location Refer to your store floor plan Special Instructions Merchandise products by like size and colour to create an impactful display. If bringing in all participating products is not conducive to your individual store, the following guidelines must be met: The Promotional Fixture must be fully merchandised at all times. This may mean increasing the number of cases per SKU or increasing the number of SKUs brought in for the promotion. A minimum of 6 brands must be featured to ensure a healthy looking display that is ready-for-business. Featured products are not force-allocated. If a featured product is currently carried by your store, additional stock is to be ordered to support the secondary display space on the Promotional Fixture. If a store is bringing in a featured product to support the Promotional Fixture Program, the 1-in/1-out rule does not apply during the promotional period. If a store decides to list a featured product AFTER the promotional period has concluded, the 1-in/1-out rule does apply. 28 Promotional Turn 1

28 Mini Thematic Promotional Fixture Overview This SAY SI TO SPAIN Brochure takes our customers on a Journey to Spain - embracing the culture and beauty of Spain and it s wines. Featuring 11 Spanish Wines this mini thematic encourages customers to bring a taste of Spain into their own home, offering Tapas recipes and tips to hosting their very own tapas party. Key Dates Install: April 1, 2013 Takedown: April 28, 2013 Merchandising Instructions Promotional Fixture Insert SAY SI TO SPAIN* category sign into sign band on fixture. Install the pre-printed product shelf talkers in front of the participating products on the promo fixture and in-section. *NOTE: The Category Sign for this fixture is subject to change from Spanish Wines to alternative copy. Participating Products LCBO Description Size (ml) Red Guitar Old Vine Tempranillo Garnacha Castillo De Monseran Garnacha Bodegas Castano La Casona Mona Montecillo Crianza La Rioja Beso De Vino Seleccion Do Carinena Beronia Tempranillo Rioja Vina Zaco Tempranillo Rioja Freixenet Mia White Osborne Solaz Tempranillo Cabernet Sauvignon Hoya De Cadenas Reserva Campo Viejo Crianza 750 Marketing & Product Guide - Think Fresh This Spring 29

29 Mini Thematic Promotional Fixture Components Component Where to install sign Re-order Code Images Promo Fixture Sign - Short Dimensions: 28 w x 6 3/8 h Promo Fixture Sign - Long Dimensions: 43 w x 6 3/8 h Promo Fixture Shelf Talker (11versions) x2 sets Dimensions: 6 w x 3 h Promotional Fixture Promo fixture and in-section in front of participating products DMS Promotional Turn 1

30 PINK GOES WITH SPRING PINK GOES WITH SPRING Seasonal Rosé Program Overview The Seasonal Rosé Program continues to be a huge success, generating over $5.0M in net sales last year. This year s Rosé program has a large number of new and exciting rosé wines from around the world. Customers will have the opportunity to try rosés throughout the season, as the program will run from March to October. The participating products are not to be merchandised on shelf and the 1-in/1-out rule will not apply. They will also be excluded from actual SKU count on stores Flash report and should not be included on the Backroom Tracker. Stores will start receiving the rosé forces by early March.

31 Seasonal Rosé Program Participating Stores - 1st (Easter) Release 1, 5, 7, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 34, 35, 36, 38, 40, 44, 50, 57, 62, 63, 64, 65, 70, 82, 83, 95, 97, 102, 106, 115, 125, 130, 132, 144, 145, 148, 149, 153, 154, 156, 164, 168, 171, 185, 187, 191, 195, 198, 200, 207, 209, 211, 212, 217, 226, 228, 233, 237, 243, 244, 252, 253, 260, 263, 265, 269, 270, 278, 288, 295, 298, 300, 325, 326, 329, 334, 340, 343, 344, 346, 351, 353, 355, 359, 360, 361, 367, 368, 371, 373, 378, 381, 383, 384, 385, 386, 387, 388, 390, 392, 393, 394, 397, 398, 404, 407, 412, 416, 417, 425, 427, 428, 431, 432, 437, 438, 443, 445, 452, 456, 457, 459, 465, 469, 470, 483, 490, 491, 494, 495, 497, 499, 505, 511, 516, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 557, 559, 564, 566, 568, 569, 573, 575, 579, 580, 584, 587, 589, 590, 593, 601, 605, 609, 614, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 636, 637, 638, 641, 642, 643, 644, 677, 694, 698, 700, 702, 703, 771, 776 This year, there will be 2 releases 1st Release (Easter): 6 products will be released in time for Easter, a key Rosé selling period. 2nd Release (Spring): 28 additional products will launch in late April to early May. NOTE: Please maintain the same display from PT13 until PT2. Re-order Codes Promo Table #1 - DMS Shelf Talkers - DMS st Release - Participating Products Shelf Talkers Promo Table LCBO# Description Retail Price Size (ml) Merchandising Location Fuzion Shiraz Rose $ Promo Table #1 / Gift Fixture Santa Carolina Cabernet Sauvignon $ Promo Table #1 / Gift Fixture Rosé Hardys Chronicles Twice Lost Rosé $ Promo Table #1 / Gift Fixture Barefoot White Zinfandel $ Promo Table #1 / Gift Fixture House Wine Co. Chardonnay Merlot $ Promo Table #1 / Gift Fixture Villa Maria Private Bin East Coast Rosé $ Promo Table #1 / Gift Fixture *Prices subject to change without notice. 32 Promotional Turn 1

32 Seasonal Rosé Program 1st Release - Merchandising Instructions Gift Centre Stores participating in the Rosé Program should merchandise all 6 of the products (minimum of 3 facings each) on the Gift Centre. Install pre-printed Shelf Talkers in front of participating products. Promo Table #1 Stores with Promo Table #1 will feature 6 of the participating Rosés on the fixture. Install the Promo Table Sign in the wooden holder and install pre-printed Shelf Talkers in front of participating products. Additional Participating Stores for 2nd Release - Spring 3, 4, 6, 8, 9, 14, 20, 24, 26, 28, 32, 37, 41, 42, 45, 47, 48, 49, 55, 56, 58, 60, 61, 68, 69, 71, 72, 74, 77, 78, 79, 80, 81, 84, 85, 86, 87, 90, 91, 93, 94, 98, 99, 101, 103, 109, 110, 112, 113, 119, 122, 123, 124, 128, 135, 136, 137, 139, 140, 141, 143, 152, 155, 158, 160, 165, 166, 167, 169, 174, 178, 179, 181, 182, 186, 188, 190, 192, 193, 196, 197, 199, 201, 202, 208, 210, 214, 216, 218, 219, 220, 221, 222, 223, 224, 225, 227, 229, 230, 231, 232, 234, 236, 238, 242, 247, 248, 249, 250, 251, 259, 261, 266, 268, 279, 281, 286, 287, 294, 299, 301, 306, 310, 311, 312, 314, 318, 320, 321, 323, 324, 327, 335, 348, 349, 362, 364, 366, 370, 372, 380, 389, 395, 399, 400, 401, 402, 403, 408, 414, 415, 423, 426, 430, 434, 441, 444, 446, 449, 453, 461, 462, 467, 468, 473, 474, 475, 481, 484, 486, 489, 492, 496, 501, 502, 504, 509, 517, 518, 521, 539, 550, 552, 560, 563, 572, 578, 581, 586, 602, 612, 618, 626, 639, 699, 706 2nd Release - Spring 28 additional products and the 6 products from the 1st release will be released to the additional list of stores above. More details to follow in the PT2 Marketing & Product Guide. Participating Products LCBO# Description Retail Price Size (ml) Jacob's Creek Shiraz Rose $ Folonari Pink Pinot Grigio $ Two Oceans Shiraz Rose $ Marketing & Product Guide - Think Fresh This Spring 33

33 Seasonal Rosé Program 2nd Release - Spring - Continued LCBO# Description Retail Price Size (ml) Stoneleigh Marlborough Pinot Noir Rose $ The Beachhouse Rose $ Campo Viejo Tempranillo Rose $ Terres de Saint Louis Rose - AOC Varois en Provenc $ Flourish Rose VQA $ Sandbanks Rose $ Union Rose $ Mythqiue AOP Languedoc Rose $ Bieler Pere Ef Fils Sabine Rose $ L'Orangeraie, Rose, Pay d'oc $ Montes Cherub Rose $ Butterfly Kiss Pink Pinot Grigio $ Lindeman's Early Harvest Rose $ Cono Sur Pinot Noir Rose $ Callia Shiraz Rose $ Menage A Trois Rose $ Segura Viudas Brut Rose $ Tommasi Bardolino Chiaretto DOC Rose $ Fumees Blanches Rose $ Chateau de Fontlade Cuvee Saint Qvinis Rose $ Patio 9 Pink $ Peninsula Ridge Top Bench Rose $ Rene Barbier Mediterranean Rose $ Masi Modello delle Venezie Rosato $ Perrin La Vieille Ferme Rose $ Complete merchandising details will be available in the PT2 Marketing and Product Guide. 34 Promotional Turn 1

34 Winter Wine Program Participating Stores No change from last period (Supplier Sold Program and participation is mandatory) 1, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 31, 34, 35, 36, 37, 38, 39, 40, 44, 45, 55, 57, 58, 60, 62, 64, 65, 71, 72, 79, 82, 83, 84, 85, 95, 98, 99, 101, 102, 106, 115, 123, 125, 130, 132, 140, 143, 144, 145, 148, 149, 154, 156, 163, 164, 167, 168, 171, 179, 182, 185, 187, 188, 191, 192, 195, 198, 200, 207, 209, 210, 211, 212, 214, 217, 218, 219, 223, 226, 229, 233, 234, 237, 242, 243, 244, 248, 252, 253, 255, 263, 265, 278, 287, 288, 295, 298, 300, 311, 321, 324, 325, 326, 329, 334, 340, 344, 346, 349, 351, 353, 355, 359, 360, 361, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 401, 404, 407, 411, 412, 415, 416, 417, 418, 425, 426, 428, 431, 432, 434, 437, 438, 441, 443, 444, 445, 452, 453, 456, 457, 459, 461, 465, 470, 481, 483, 485, 486, 490, 491, 494, 495, 497, 499, 505, 511, 521, 522, 523, 528, 532, 533, 534, 536, 537, 540, 542, 544, 545, 546, 549, 553, 555, 556, 559, 564, 566, 568, 569, 572, 573, 575, 579, 586, 587, 589, 590, 593, 599, 601, 612, 614, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 637, 638, 639, 641, 642, 643, 677, 694, 698, 700, 702, 703, 771, 776

35 Winter Wines Program No change from last period Overview This year our Winter Wine program features the Spanish Wine - Faustino VII Red Rioja 2010! NEW to the LCBO and available only for winter, Faustino VII Red Rioja 2010 has been hand selected and endorsed by our wine buyers as the wine for winter entertaining. This value-packed Spanish red has an easy-drinking fruity style that shines with fun, casual dishes like Spanish cured meats, omelettes and paella. The winter wine program will promote a single SKU in select stores, throughout PT12 to PT2. Key Dates Start Date: Feb 3, 2013 Takedown: May 26, 2013 Participating Product Faustino VII Red Rioja 750mL Signage Components The components ship as one kit: Discretionary End Aisle Backer Card x 1 piece Pre-printed Shelf Talkers x 2 pieces Re-order #: Merchandising Instruction Participating stores will be forceallocated two or three cases of the featured product. Build a display on Discretionary End Aisle with the featured product. Please order sufficient inventory of the featured product to build and maintain a full display. Use the Backer Cards and pre-printed shelf talkers on the display. Install the pre-printed shelf talkers in front of the featured product insection if the store already lists the product Backer Card Shelf Talker Shelf Talker 36 Promotional Turn 1

36 Seasonal & New Product Fixture Program Participating stores Participating stores are grouped based on the Seasonal & New Product fixture size. Each store has been allocated a specific set of merchandising instructions, and is required to follow the Planoguide merchandising instructions. NOTE: All stores on the Seasonal & New Product Fixture Program will NOT receive the new listings, as the force list doesn t necessary go to those stores. 1, 4, 5, 7, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 34, 35, 36, 38, 40, 41, 44, 50, 55, 57, 62, 63, 64, 65, 70, 82, 83, 95, 97, 102, 106, 115, 125, 130, 132, 144, 145, 148, 149, 153, 154, 156, 164, 168, 171, 185, 187, 191, 195, 198, 200, 221, 207, 209, 211, 212, 217, 226, 228, 229, 233, 237, 243, 244, 252, 253, 260, 263, 265, 269, 270, 278, 288, 295, 298, 300, 325, 326, 329, 334, 340, 341, 343, 344, 346, 351, 353, 355, 359, 360, 361, 367, 368, 371, 373, 378, 381, 383, 384, 385, 386, 387, 388, 390, 392, 393, 394, 397, 398, 404, 407, 412, 416, 417, 425, 427, 428, 431, 432, 437, 438, 443, 144, 445, 452, 456, 457, 459, 465, 469, 470, 483, 490, 491, 494, 495, 497, 499, 505, 511, 516, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 557, 559, 564, 566, 568, 569, 573, 575, 579, 580, 584, 587, 589, 593, 601, 605, 609, 614, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 636, 637, 638, 641, 642, 643, 644, 677, 694, 698, 699, 700, 702, 703, 706, 771, 776 Seasonal & New Product Fixture Category Sign Recent Arrivals Re-order #: GFT092 On Shelf Box Sign (10 versions) Re-order #: GFT091

37 Seasonal & New Product Fixture Program Merchandising Please merchandise new and seasonal products on this fixture. Any seasonal gifts should be placed on the bottom shelf and signed with the orange GIFTS box sign. The Rosé and Seasonal Spirits programs are now being released - please include these programs on the fixture. NOTE: That release dates are a target only and are subject to change without notice. The attached information is directed in confidence solely to retail staff and is intended for internal use only. Signs Continue to sign the fixture with the orange RECENT ARRIVALS sign inserts and box signs. 1. Seasonal & New Product Fixture Category Sign (Recent Arrivals) Re-order #: GFT092 Installation of Category Signage Each kit contains three signs - two plain colour inserts and one that states RECENT ARRIVALS. Place the two plain colour inserts into the sign slot. Then center the RECENT ARRIVALS sign over top of the colour inserts. 2. On Shelf Box Sign (10 versions) Re-order #: GFT091 New, Rosés, Flavoured Vodka, Large Format, Gifts, Wines, Spirits, Beer, Sparkling, Enviro. Installation of Box Signs With the exception of Rosés and Flavoured Vodkas, please only use the NEW theme sign for all categories of new products. Gifts, Wines, Spirits, Beer and Sparkling are to be only used to differentiate gift packs. For additional signage, please call: Promotional Turn 1

38 Seasonal & New Product Fixture Program Participating Products & Upcoming Product Release Schedule P1-P4 New World Wines LCBO# Description Retail Price Size (ml) ETA Casillero de Diablo Reserva Sauvignon Blanc $ P Santa Digna Cabernet Sauvignon Reserva $ P Inniskillin EW Series Merlot-Cabernet $ P Inniskillin EW Series Cabernet-Shiraz $ P Santa Julia Sparkling Organic NEW $ P Callia Alta Shiraz Rose (2013 Rose Program) NEW $ P Wolf Blass Grey Label Shiraz NEW $ P Are You Game Shiraz NEW $ P Jacob's Creek Shiraz Rose (2013 Rose Program) NEW $ P Lindeman's Early Harvest Rose (2013 Rose Program) NEW $ P Bandit Red Sangria (Summer Seasonal) NEW $ P Bota Box Chardonnay (Summer Seasonal) NEW $ P Bota Box Cabernet Sauvignon (Summer Seasonal) NEW $ P2 TBD Stack Wines Pinot Grigio Stackers (Summer Seasonal) NEW $ x187 P2 TBD Stack Wines Charisma Red Blend Stackers (Summer NEW $ x187 P2 Seasonal) Menage a Trois Rose (2013 Rose Program) NEW $ P Butterfly Kiss Pink Pinot Grigio Rose (2013 Rose Program) NEW $ P Lapostolle Casa Sauvignon Blanc NEW $ P Montes Cherub Rose (2013 Rose Program) NEW $ P Cono Sur Pinot Noir Rose (2013 Rose Program) NEW $ P Arbor Mist Mango Strawberry Moscato (Summer Seasonal) NEW $ P Sileni Cellar Selection Merlot NEW $ P Giesen Sauvignon Blanc Marlborough NEW $ P Whitehaven Sauvignon Blanc NEW $ P Villa Maria Private Bin Merlot Cab Sauv NEW $ P Stoneleigh Pinot Noir Rose (2013 Rose Program) NEW $ P The Beachhouse Rose (2013 Rose Program) NEW $ P Two Oceans Shiraz Rose (2013 Rose Program) NEW $ P Urban UCO Malbec Tempranillo NEW $ P Santa Julia Reserva White Blend NEW $ P Rosemount Estate Moscato NEW $ P Hardy's Bankside Shiraz NEW $ P Tempus Two Cabernet Merlot NEW $ P Red Rooster Pinot Gris VQA NEW $ P Primal Roots White Blend NEW $ P Veramonte Chardonnay Reserva NEW $ P Nuevo Mundo Estate Sauvignon Blanc Organic NEW $ P3 Marketing & Product Guide - Think Fresh This Spring 39

39 Seasonal & New Product Fixture Program New World Wines (Continued) LCBO# Description Retail Price Size (ml) ETA Cono Sur Bicicleta Chardonnay NEW $ P Luis Felipe Edwards Reserva Shiraz Cab Sauv NEW $ P Panul Chardonnay NEW $ P High Altitude Chardonnay Viognier NEW $ P Santa Rita 120 Series Cab Franc Carm Cab Sauv NEW $ P Adobe Reserva Merlot Organic NEW $ P Firesteed Oregon Pinot Gris NEW $ P Red Diamond Merlot NEW $ P4 European Wines LCBO# Description Retail Price Size (ml) ETA F Lurton Salices Sauvignon Blanc NEW $ P Gilles Louvet O Chardonnay NEW $ P Les Fumees Blanches Rose (2013 Rose Program) NEW $ P Mythique Languedoc Grenache-Cinsault Rose (2013 Rose Program) Chateau de Fontlade Cuvee Saint Qvinis Rose (2013 Rose Program) NEW $ P2 NEW $ P Terres de Saint Louis Rose (2013 Rose Program) NEW $ P L'Orangeraie Vin De Pay D'oc Rose (2013 Rose Program) NEW $ P La Vieille Ferme Rose (2013 Rose Program) NEW $ P Bieler Pere et Fils Sabine Rose (2013 Rose Program) NEW $ P Tommasi Bardolino Chiaretto DOC Rose (2013 Rose Program) NEW $ P Folonari Pink Pinot Grigio (2013 Rose Program) NEW $ P Masi Modello delle Venezie Rosato (2013 Rose Program) NEW $ P Segura Viudas Brut Rose (2013 Rose Program) NEW $ P Rene Barbier Mediterranean Rose (2013 Rose Program) NEW $ P Campo Viejo Tempranillo Rose (2013 Rose Program) NEW $ P Mayor de Castilla Crianza 2008 NEW $ P Mayor de Castilla Verdejo 2011 NEW $ P Mille Lire Pinot Grigio IGT 2011 NEW $ P Jovly Cabernet Franc Chinon 2010 NEW $ P Sancerre Blanc Guy Saget NEW $ P Muscadet Chateau du Cleray NEW $ p Les Coteaux, Collection d'altidude Chardonnay NEW $ P Bouchard P&F Beaune du Chateau Rouge 1er Cru NEW $ P2 40 Promotional Turn 1

40 Seasonal & New Product Fixture Program LCBO# Description Retail Price Size (ml) ETA Villa Ponciago Beaujolais Villages NEW $ P Gustave Lorentz Riesling NEW $ P Riesling 'Selection' Alsace AOC, Gisselbrecht NEW $ P Jean Geiler Muscat d'alsace Reserve Particuliere NEW $ P3 Ontario Wines - Vintages Essentials LCBO# Description Retail Price Size (ml) ETA Bachelder Chardonnay VQA NEW $ P Southbrook Cabernet Sauvignon VQA NEW $ P1 White Spirits LCBO# Description Retail Price Size (ml) ETA Absolut Citron Vodka NEW $ P Loyalist Gin NEW $ P Sipsmith London Dry Gin NEW $ P Lemon Hart Demerara Rum NEW $ P Bulldog Gin NEW $ P Tag No. 5 NEW $ P Absolut Cherrykran Vodka NEW $ P Hayman's 1850 Reserve Gin NEW $ P Ciroc Peach NEW $ P Ciroc Red Berry NEW $ P2 Brown Spirits LCBO# Description Retail Price Size (ml) ETA McGuinness Whipped Cream (summer seasonal) NEW $ P McGuinness Blueberry Pancake (summer seasonal) NEW $ P McGuinness Glazed Donut (summer seasonal) NEW $ P McGuinness Peach Schnapps NEW $ P Illegal Mezcal Reposado (summer seasonal) NEW $ P Illegal Mezcal Anejo (summer seasonal) NEW $ P Sotol Hacienda de Chihuaha Plata (summer seasonal) NEW $ P1 Marketing & Product Guide - Think Fresh This Spring 41

41 Seasonal & New Product Fixture Program Brown Spirits (Continued) LCBO# Description Retail Price Size (ml) ETA Dulce Vida Blanco (summer seasonal) NEW $ P Dulce Vida Reposado (summer seasonal) NEW $ P Dulce Vida Anejo (summer seasonal) NEW $ P Espolon Tequila Reposado NEW $ P Espolon Tequila Blanco NEW $ P JD White Rabbit Saloon (summer seasonal) NEW $ P Marc Alsace Gewurztraminer NEW $ P Hpnotiq Harmonie Liqueur NEW $ P Glen Garioch Founder's Reserve NEW $ P Malibu Sundae (summer seasonal) NEW $ P Malibu Berrylicious (summer seasonal) NEW $ P Dragonheart Cinnamon Vodka Liqueur NEW $ P Macallan Sienna NEW $ P Macallan Gold NEW $ P Macallan Amber NEW $ P Highland Park 10 Year Old NEW $ P4 RTD LCBO# Description Retail Price Size (ml) ETA Malibu Cocktails Pina Colada NEW $ P Jaw Drop Squeezing Melons NEW $ P Mudshake Caramel NEW $ P BACARDI BREEZER LIME SPRITZER NEW $ P Crazy Uncle Basil, Honey Lime Daiquiri NEW $ P Crazy Uncle Cola Bitter & Mint Julep NEW $ P Seagram Lemonade (non-carbonated) NEW $ P Skinnygirl Mojito NEW $ P Salvador's Mojito Cocktail NEW $ P VEX Mango Passion NEW $ P Mike's Hard Lemonade 6pk can NEW $ P Mike's Hard Lemonade 24pk can NEW $ P Palm Bay Coco Melon Paradise 6pk NEW $ P Palm Bay Key Lime Cherry 473ml NEW $ P Cayman Jack Toasted Coco Lime NEW $ P1 42 Promotional Turn 1

42 Seasonal & New Product Fixture Program RTD (Continued) LCBO# Description Retail Price Size (ml) ETA Cayman Jack Planters Gingered Pineapple NEW $ P Cayman Jack Blood Orange & Prickly Pear NEW $ P Smirnoff ICE VII Fruit Punch NEW $ P Smirnoff ICE VII Watermelon NEW $ P Smirnoff ICE VII Original NEW $ P VNC Cocktails Margarita NEW $ P Bacardi Breezer Party Pack NEW $ P Mott's Extra Spicy NEW $ P Mike's Hard Frozen Lemonade NEW $ P Mike's Hard Frozen Black Cherry Lemonade NEW $ P Island Squeeze Margarita NEW $ P Island Squeeze Pina Colada NEW $ P2 Ontario Wines LCBO# Description Retail Price Size (ml) ETA Patio 9 Pink VQA (2013 Rose Program) NEW $ P Top Bench Rose VQA (2013 Rose Program) NEW $ P Flourish Rose VQA (2013 Rose Program) NEW $ P Sandbanks Rose VQA (2013 Rose Program) NEW $ P Union Rose VQA (2013 Rose Program) NEW $ P Spumante Bambino Peach NEW $ P2 75 Mike Weir Pinot Noir NEW $ P Mike Weir Sauvignon Blanc NEW $ P4 Marketing & Product Guide - Think Fresh This Spring 43

43 Front End Merchandiser Participating stores 1, 4, 5, 10, 11, 12, 14, 17, 18, 19, 20, 21, 23, 24, 26, 31, 35, 36, 38, 41, 50, 55, 58, 59, 63, 64, 65, 68, 70, 79, 80, 82, 86, 90, 93, 95, 97, 101, 102, 106, 115, 130, 140, 143, 148, 149, 153, 154, 156, 164, 165, 185, 186, 188, 190, 192, 195, 198, 200, 201, 207, 209, 210, 216, 217, 218, 221, 226, 228, 233, 234, 243, 248, 249, 252, 253, 263, 270, 278, 288, 295, 298, 300, 311, 312, 321, 325, 326, 334, 343, 344, 346, 351, 353, 359, 360, 362, 366, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 392, 397, 400, 401, 404, 415, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 456, 457, 459, 465, 481, 485, 486, 490, 491, 494, 495, 501, 521, 522, 523, 528, 533, 540, 542, 544, 545, 549, 551, 555, 556, 563, 564, 572, 573, 580, 587, 590, 593, 605, 609, 617, 624, 627, 629, 630, 631, 632, 641, 643, 694, 699

44 Front End Merchandiser Overview The new Front End Merchandiser program has proven to generate incremental sales, create consistency across the stores and encourage customers to discover new products. This is a sold program and participating is mandatory. Signage will be shipped to participating stores each Period. Participating Product LCBO# Brand Size (ml) Retail Smirnoff Mango Passionfruit Sorbet Light Vodka 750 $ Smirnoff Light Raspberry Pomegrate Sorbet Vodka 750 $25.95 Merchandising Instructions For Period 1, the Sold Space program will feature two new low-calorie flavered vodkas from Smirnoff. It is imperative that stores reconfigure the shelves on the sold space display in order to feature these products effectively. Stores are required to use 3 shelves plus the plinth/base (i.e. The 2 featured products should be waterfalled on 3 shelves). The top shelf is used to display the box sign provided. Signage Components Pre-Printed Shelf Talker Box Sign Re-Ordering Box Sign: DMS Pre-Printed Shelf Talker: DMS Box Sign Shelf Talker 46 Promotional Turn 1

45 Front End Merchandiser Reminder Stores participating in the Front End Merchandiser Program must also set up the core 200mL Spirits Program. Core 200mL Spirits PPG Program The top 10 selling 200mL Spirits, sorted by Product Profile Grouping (PPG), are to be set up on priority cash #2 (i.e. the cash desk that receives the second highest traffic). See the sample floor plans in your Front End Merchandiser Sold Space Implementation Guide on pages for the location of the display. The display does not change from period to period as it is intended to protect the majority of sales generated from the Front End Merchandisers. Stores MUST list the Core SKUs that are associated to the PPG (Core 200mL s DO NOT count against a store s total approved SKU count). The Core SKUs cannot be delisted. For the Core 200mL Spirits feature, stores are required to use four shelves and plinth/ base (i.e. two products per shelf, total five shelves are required). 200 ml & 375 ml discretionary displays DOES NOT CHANGE PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) Above example is based on Type 3. Staff Picks Basket Staff Picks Basket Marketing & Product Guide - Think Fresh This Spring 47

46 Front End Merchandiser Use the charts below to select the Core 200mL assortment that matches your store s PPG: Beer and Chasers Smirnoff Vodka (P.E.T.) Wiser's De Luxe Whisky Bacardi Superior Rum Alberta Premium Grand Marnier Liqueur Big Brands Smirnoff Vodka (P.E.T.) Wiser's De Luxe Whisky Walker's Special Old Whisky Fireball Whisky Fireball Whisky Baileys Irish Cream Liqueur Iceberg Vodka Crown Royal Whisky Canadian Club Premium Whisky Polar Ice Vodka Iceberg Vodka Baileys Irish Cream Liqueur Canadian Club Premium Whisky Mainstream Spirits Smirnoff Vodka (P.E.T.) Iceberg Vodka Baileys Irish Cream Liqueur Canadian Club Premium Whisky Bacardi Superior Rum Premium Destination Smirnoff Vodka (P.E.T.) Absolut Vodka St. Remy Brandy Canadian Club Premium Whisky Polar Ice Vodka Fireball Whisky Wiser's De Luxe Whisky Walker s Special Old Crown Royal Whisky Iceberg Vodka Polar Ice Vodka Baileys Irish Cream Liqueur Grand Marnier Liqueur Bacardi Superior Rum St. Remy Brandy Bacardi Superior Rum Grant's Family Reserve Scotch Whiskey 48 Promotional Turn 1

47 Front End Merchandiser Cool Convenience Smirnoff Vodka (P.E.T.) Baileys Irish Cream Liqueur Wiser's De Luxe Whisky Bacardi Superior Rum Kalhua Coffee Flavoured Liqueur Global Roots Smirnoff Vodka (P.E.T.) St Remy Brandy Canadian Club Premium Whisky Bacardi Superior Rum Fireball Whisky Iceberg Vodka Polar Ice Vodka Grand Marnier Liqueur Crown Royal Whisky Iceberg Vodka Absolut Vodka Grant's Family Reserve Scotch Whiskey Polar Ice Vodka Upspend Mainstream Smirnoff Vodka (P.E.T.) Baileys Irish Cream Liqueur Polar Ice Vodka Absolut Vodka Fireball Whisky Iceberg Vodka Canadian Club Premium Whisky Bacardi Superior Rum St. Remy Brandy Grand Marnier Liqueur Appleton Estate V/X Rum Wiser's De Luxe Whisky Marketing & Product Guide - Think Fresh This Spring 49

48 Wine Fridge Participating Stores No change from last period This is a Sold Program and participation is mandatory. Participating products have paid for premium shelf positioning. Stores must bring in participating products for display in the wine fridge. Group A Stores 1, 5, 6, 10, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 242, 243, 248, 253, 265, 269, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 388, 390, 393, 394, 398, 407, 412, 417, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 470, 481, 486, 494, 495, 497, 499, 505, 511, 528, 534, 536, 542, 544, 545, 555, 556, 566, 568, 572, 573, 580, 587, 590, 619, 623, 624, 627, 630, 631, 632, 641, 702, 703, 776 Group B Stores 4, 14, 22, 23, 24, 26, 27, 34, 35, 44, 45, 50, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 77, 79, 80, 82, 86, 93, 95, 97, 101, 102, 106, 115, 125, 132, 144, 145, 153, 154, 155, 168, 175, 179, 183, 187, 188, 190, 191, 192, 200, 201, 202, 209, 210, 211, 216, 218, 233, 234, 237, 244, 249, 252, 255, 263, 268, 287, 300, 310, 312, 321, 325, 333, 340, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 383, 386, 387, 392, 397, 400, 401, 402, 403, 404, 406, 415, 416, 427, 436, 456, 458, 459, 465, 484, 485, 490, 491, 501, 518, 521, 522, 532, 533, 540, 546, 549, 553, 559, 564, 569, 571, 575, 579, 584, 586, 593, 599, 601, 602, 614, 616, 617, 629, 634, 635, 638, 642, 643, 644, 694, 698, 700 Group C Stores 2, 3, 7, 8, 9, 11, 12, 13, 16, 17, 32, 37, 39, 47, 48, 49, 73, 74, 84, 85, 90, 99, 130, 139, 165, 167, 186, 199, 221, 223, 227, 229, 250, 278, 279, 298, 324, 345, 366, 389, 408, 411, 420, 426, 454, 461, 467, 469, 483, 515, 523, 537, 538, 539, 547, 551, 552, 563, 589, 598, 605, 609, 618, 639, 677, 771

49 Wine Fridge Turn 3 - (PT11 - PT2) No change from last period Overview The Wine Fridge Sold Space program was initiated in PT2, 2012 to support the business plan for Wines and grow wine sales. Space in wine fridges in A & B stores is allotted to participating skus. This provides customers with a consistent assortment of white, rose and sparkling wines in the fridges and ensures that paid products get premium shelf positioning. Program Highlights & Implementation Participating stores have been divided into (3) groups based on sales and available wine fridge fixtures. The selection will change 3 times in the year. Participating products that have paid for the program must be showcased in the fridge with premium shelf positioning. Participating products that are on the SAVE (formerly LTO) or BAM programs must also have signage in the fridge and Available Chilled signage on shelf in front of the featured brands. Stores that do not list participating SKUs must bring in inventory for the fridge for the duration of the program. The product does not need to be displayed on shelf. The 1-in-1 out rule does not apply for products brought in for display in the wine fridge only. NOTE: Turn 3, 2012 of the Wine Fridge program runs from PT11 to PT2, Your assortment changed in PT11. For product and Planoguide questions please call: Ann Patel Product Manager New World Wines Astrid Brummer Product Manager Ontario Wines Bobby Panchu Product Manager European Wines Promotional Turn 1

50 Wine Fridge Turn 3 - (PT11 - PT2) No change from last period Group A: There are 20 paid spots for this group of stores 1, 5, 6, 10, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 242, 243, 248, 253, 265, 269, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 388, 390, 393, 394, 398, 407, 412, 417, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 470, 481, 486, 494, 495, 497, 499, 505, 511, 528, 534, 536, 542, 544, 545, 555, 556, 566, 568, 572, 573, 580, 587, 590, 619, 623, 624, 627, 630, 631, 632, 641, 702, 703, 776 Participating Products Group A LCBO# Description Varietal Size (ml) Bottega Vino Dei Poeti Prosecco Doc Prosecco Zonin Prosecco Brut 1821 Doc Prosecco Cono Sur Sparkling Brut Nv Sparkling Barefoot Bubbly Pinot Grigio. Sparkling Bottega Petalo Il Vino Dell' Amore Moscato Sparkling Bottega Rose Vino Dei Poeti Sparkling Sparkling Rose Yellow Tail Bubbles Rose. Sparkling Rose Gallo Family Vineyrds White Zinfandel Rose Farnese Chardonnay Chardonnay Stoneleigh Marlborough Chardonnay Chardonnay Santa Rita Reserva Chardonnay Chardonnay Concilio Pinot Grigio Pinot Grigio Yellow Tail Pinot Grigio Pinot Grigio Graffigna Centenario Pinot Grigio Reserve Pinot Grigio Big House The Birdman Pinot Grigio Pinot Grigio Ciao Bianco Pinot Grigio Carton Pinot Grigio Zenato Soave Doc Classico Soave Alianca Vinho Verde White Blend Bear Flag Soft White Blend White Blend Mcwilliam's Handwood Estate Moscato Moscato 750 Marketing & Product Guide - Think Fresh This Spring 53

51 Wine Fridge Turn 3 - (PT11 - PT2) No change from last period Group B: There are 19 paid spots for this group of stores 4, 14, 22, 23, 24, 26, 27, 34, 35, 44, 45, 50, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 77, 79, 80, 82, 86, 93, 95, 97, 101, 102, 106, 115, 125, 132, 144, 145, 153, 154, 155, 168, 175, 179, 183, 187, 188, 190, 191, 192, 200, 201, 202, 209, 210, 211, 216, 218, 233, 234, 237, 244, 249, 252, 255, 263, 268, 287, 300, 310, 312, 321, 325, 333, 340, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 383, 386, 387, 392, 397, 400, 401, 402, 403, 404, 406, 415, 416, 427, 436, 456, 458, 459, 465, 484, 485, 490, 491, 501, 518, 521, 522, 532, 533, 540, 546, 549, 553, 559, 564, 569, 571, 575, 579, 584, 586, 593, 599, 601, 602, 614, 616, 617, 629, 634, 635, 638, 642, 643, 644, 694, 698, 700 Participating Products Group B LCBO# Description Varietal Size (ml) Zonin Prosecco Brut 1821 Doc Prosecco Il Prosecco Prosecco Collavini Prosecco Prosecco Jacob's Creek Chardonnay Pinot Noir Sparkling Sparkling Henkell Rose Sparkling Sterling Vintner's Chardonnay Chardonnay Mike Weir Chardonnay VQA Chardonnay Yellow Tail Chardonnay Chardonnay Montalto Pinot Grigio Igt Sicily Pinot Grigio Danzante Pinot Grigio Delle Venezie Igt Pinot Grigio Barefoot Pinot Grigio Pinot Grigio Brumont Gros Manseng Sauvignon Sauvignon Blanc Brancott Letter Series B Sauvignon Blanc Sauvignon Blanc Cono Sur Tocornal Sauvignon Blanc Sauvignon Blanc Jacob's Creek Reserve Riesling Riesling Bear Flag Soft White Blend White Blend Jacob's Creek Moscato Moscato Ogier Cotes Du Ventoux Rose Rose Wild Vines Strawberry White Zinfandel Flavoured Wine Promotional Turn 1

52 Wine Fridge Turn 3 - (PT11 - PT2) No change from last period Group C: There are 5 paid spots for this group of stores 2, 3, 7, 8, 9, 11, 12, 13, 16, 17, 32, 37, 39, 47, 48, 49, 73, 74, 84, 85, 90, 99, 130, 139, 165, 167, 186, 199, 221, 223, 227, 229, 250, 278, 279, 298, 324, 345, 366, 389, 408, 411, 420, 426, 454, 461, 467, 469, 483, 515, 523, 537, 538, 539, 547, 551, 552, 563, 589, 598, 605, 609, 618, 639, 677, 771 Participating Products Group C LCBO# Description Varietal Size (ml) Champagne Victoire Brut Prestige Champagne Kir Royal Sparkling Yellow Tail Bubbles Rose. Sparkling Rose Placido Pinot Grigio Delle Venezie Igt Pinot Grigio Gray Fox Chardonnay Chardonnay 1500 Merchandising We recommend that products are positioned as they are listed; by varietal/wine category to make it easier for your customers to shop. Each paid product should accommodate a minimum of 1 case with 3 facings. Please ensure all products have good shelf clearance. Use next best shelf if required. The balance of the wine fridge space can be used at the store s discretion. We recommend you merchandise wines from the following product categories in the discretionary spaced and group these products together based on product category. Champagne Sparkling Wines Ontario Wines Ontario Wines Superstars (White or Rosé) Vintages Superstar (White or Rosé) Vintages Release Ontario VQA Rosé Wines Rosé Wines Premium White Wines C & D stores are not part of the paid program. However, it is recommended that they merchandise the paid products in the wine fridge as well, as space permits. Marketing & Product Guide - Think Fresh This Spring 55

53 Wine Fridge Turn 3 - (PT11 - PT2) No change from last period Signage Components & Merchandising Instructions For complete details pertaining to the Wine Fridge Sold Space Program, refer to the Wine Fridge Sold Space Program guide and or on the LCBO Portal under Sales & Marketing home in the side bar menu titled SAM Program Updates. In-section Available Chilled Hot Button The Available Chilled hot buttons are to be displayed in-section in front of the participating products in their regular shelf location. Wine Fridge Hot Buttons The Wine Fridge Hot Buttons are to be displayed in front of the participating products in the wine fridge. Re-Ordering Hot Buttons Bilingual DMS Bilingual DMS Wine Fridge Sold Space In-Section Hot Button Available Chilled! English/French (1 version: 22 pieces/bundle) DMS Wine Fridge Sold Space Hot Buttons English/French (5 versions/bundle) DMS Food Friendly, Chilled! Take me Home, Great Party Wines, Great with Chicken, Great with Seafood. 56 Promotional Turn 1

54 Special Promotions Fixtures Re-order #bam001 (Bilingual) Participating Stores: Re-order #BAM002 (Bilingual) Re-order # Re-order # , 21, 22, 23, 31, 34, 35, 38, 41, 44, 55, 57, 65, 102, 106, 115, 132, 145, 148, 168, 171, 185, 187, 191, 195, 198, 212, 221, 226, 233, 243, 252, 253, 288, 300, 325, 326, 329, 344, 346, 351, 355, 359, 360, 361, 367, 378, 381, 383, 390, 392, 393, 394, 397, 398, 401, 407, 412, 437, 438, 443, 445, 452, 459, 481, 490, 491, 497, 511, 522, 523, 536, 542, 544, 546, 551, 555, 566, 569, 575, 579, 580, 587, 590, 601, 605, 609, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 641, 643, 694, 698, 699, 702, 703, 706

55 Special Promotions Fixtures Previously Mixed Drink Fixture Fixture #1 - Bonus AIR MILES Reward Miles Select any products with a Bonus AIR MILES Reward Miles offer (selection is at the Store Manager s discretion). Install the regular Bin Tags in the Bin Tag channel and AIR MILES Shelf Talkers on the fixture to communicate the offers. Components Re-order # Posters - 22 x 39.5 (English over Bilingual) Drum Signs - 48 x 6 3/8 (English over Bilingual) Roll of blue Bin Ticket Strip (REUSE EXISTING BLUE STRIP) Fixture #2 NEW! NEW! NEW! Key Dates Install: April 1, 2013 Takedown: April 28, 2013 Components BAM001 BAM002 BAM003 Description Component Re-order # NEW! NEW! NEW! Special Promotions Fixture: Poster 22 x NEW DISCOVERIES Special Promotions Fixture: Drum Sign 48 x Merchandising Instructions NEW DISCOVERIES - Drum Sign NEW! NEW! NEW! - Poster Install the NEW! NEW! NEW! poster and NEW DISCOVERIES drum sign. At store manager s discretion, order and display new products from PT 12 P1 to maintain the display through PT1. 58 Promotional Turn 1

56 Exterior Springer Sign 25 or Younger? Have your I.D. Ready Exterior Springer Sign

57 Exterior Springer Sign Key Dates Install: April 1, 2013 Takedown: April 28, 2013 Participating Stores All Stores. Components and Re-ordering 25 or Younger? Exterior Springer Sign (English/French) Re-order# Merchandising Instructions Exterior Springer Sign Remove the Children look up to you. Lead by example sign. Install the new 25 or Younger? Have your I.D. ready sign. Stores with an LCBO owned parking lot will receive two signs. One sign is for the entrance of the parking lot or store manager s discretion; the other one is to be placed near the store entrance. All remaining stores will receive one sign to be placed near the entrance. NOTE: Please ensure the sign placement does not pose a potential health and safety risk. 60 Promotional Turn 1

58 Shopping Cart Signs Please ensure the PT1 Shopping Cart Frame Signs are installed by the start of the Promotion. Participation is mandatory for the following designated stores. Participating Stores 1, 4, 15, 17, 21, 22, 23, 26, 31, 34, 35, 36, 38, 41, 44, 55, 57, 59, 62, 64, 65, 79, 83, 95, 102, 106, 115, 125, 130, 132, 140, 145, 148, 154, 156, 164, 168, 171, 185, 187, 190, 191, 195, 198, 207, 210, 212, 214, 217, 218, 221, 226, 233, 234, 237, 243, 244, 252, 253, 265, 287, 288, 300, 311, 325, 326, 329, 340, 344, 346, 351, 353, 355, 359, 360, 361, 367, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 401, 407, 412, 417, 432, 437, 438, 443, 444, 445, 452, 456, 459, 465, 481, 486, 490, 491, 495, 497, 499, 511, 518, 521, 522, 523, 534, 536, 540, 542, 544, 546, 549, 551, 555, 556, 559, 566, 569, 572, 573, 575, 579, 580, 587, 590, 593, 601, 605, 609, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 641, 643, 644, 694, 698, 699, 702, 703, 706, 771, 776

59 Shopping Cart Signs U Overview The inside of the shopping cart should always feature the Sold Supplier Program and the outside is always reserved for Social Responsibility messaging. The Social Responsibility sign is bilingual. The supplier sign is English only. Signs are to be installed by the start of the promotion. Participating Product Thematic Sign (Sold to the Trade) Install the Molson Canadian Wheat Thematic sign on the inside the frame of the Shopping Carts. Re-order DMS Install: April 1, 2013 Takedown: April 28, 2013 Install the 25 or Younger? Have your I.D. Ready (Social Responsibility Sign) Install sign in the frame on the outside of the Shopping Carts. Re-order DMS Install: April 1, 2013 Takedown: April 28, 2013 Merchandising Instructions Thematic Sign Social Responsibility Sign Remove the PT13 Enjoy California Wines Responsibly and Sterling Vintners signs and recycle. Install the new PT1 Molson Canadian Wheat sign on the inside of the frames of the cart. Install the new PT1 25 or Younger? Have your I.D. Ready sign on the outside the frames of the cart. Co Me 11 d Promotional Turn 1

60 LAR K n-triggs rlot 750 ml & Smooth (d) T Ontario Wine Programs Ontario Wine Superstars Popular Pick golocal FSI Fixture 5

61 Ontario Wine Superstars Program Overview This is a sold space program and participation is mandatory. The Ontario Wine Superstars Program is updated every promotional period. Each turn, two high volume Ontario VQA products (a red and a white) are featured. Stores must order products required (minimum of three cases per SKU). Key Dates Install: April 1, 2013 Takedown: April 28, 2013 Participating Products LCBO# Description Size (ml) Henry of Pelham Riesling VQA Jackson-Triggs Black Series Meritage VQA 750 GROUP 1: Cut Case Displays Cut Case Display Participating Stores 1, 3, 5, 6, 8, 10, 11, 12, 13, 14, 15, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 31, 34, 35, 36, 37, 38, 39, 43, 44, 45, 47, 50, 54, 56, 57, 58, 59, 60, 61, 62, 63, 64, 68, 72, 73, 74, 77, 79, 80, 82, 83, 85, 86, 90, 93, 95, 97, 101, 102, 103, 106, 115, 124, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 160, 163, 164, 165, 167, 168, 171, 175, 179, 182, 183, 185, 186, 187, 188, 190, 191, 192, 195, 196, 198, 199, 200, 201, 202, 209, 210, 211, 212, 214, 216, 217, 218, 226, 227, 228, 234, 237, 238, 242, 243, 244, 246, 248, 249, 253, 255, 263, 265, 268, 269, 270, 278, 279, 287, 288, 289, 295, 298, 300, 306, 310, 311, 312, 313, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 354, 355, 359, 360, 361, 362, 366, 367, 371, 373, 374, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 393, 394, 397, 398, 400, 402, 404, 406, 407, 408, 411, 412, 415, 416, 419, 425, 426, 427, 428, 429, 431, 432, 434, 437, 438, 444, 445, 446, 450, 452, 453, 456, 457, 458, 459, 461, 465, 467, 469, 470, 484, 485, 491, 494, 495, 499, 501, 502, 505, 511, 518, 521, 523, 528, 533, 534, 536, 537, 539, 540, 542, 544, 545, 546, 549, 552, 553, 555, 556, 559, 563, 566, 568, 569, 571, 572, 573, 575, 579, 584, 586, 589, 590, 593, 601, 602, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 637, 638, 641, 642, 643, 698, 700, 702, 703, 771, Promotional Turn 1

62 Ontario Wine Superstars Signage components 1. White Ontario Wine Superstar: Cut Case Backer, pre-printed Pricer Card, pre-printed Shelf Talker. 2. Red Ontario Wine Superstar: Cut Case Backer, pre-printed Pricer Card, pre-printed Shelf Talker. Red Wine Cut Case Re-order # White Wine Cut Case Ontario Wine Superstars Cut Case Display Kit: Cut Case Backer Cards x 2, Pricer Cards x 2, Shelf Talkers x 2 Merchandising Instructions White Wine Pricer Card White Wine Shelf Talker Red Wine Pricer Card Red Wine Shelf Talker 1. Use selected product to build a cut case display next to VQA Cube Fixture. 2. Install the pre-printed cut case Backer Cards onto the cut case display. 3. Install pre-printed Pricer Cards into the front of the cut case display. 4. Install pre-printed Shelf Talkers in-section in front of the participating products. Marketing & Product Guide - Think Fresh This Spring 65

63 Ontario Wine Superstars GROUP 2: Shelf Talkers Only Participating Stores 2, 7, 9, 32, 48, 49, 51, 53, 71, 84, 139, 250, 275, 309, 315, 320, 333, 358, 363, 365, 403, 410, 418, 420, 436, 512, 515, 526, 535, 538, 583, 598, 697 Signage components 1. White Ontario Wine Superstar: Pre-printed shelf talker 2. Red Ontario Wine Superstar: Pre-printed shelf talker Re-order # White Wine Shelf Talker DMS Ontario Wine Superstars Shelf Talkers x 2 Merchandising Instructions Red Wine Shelf Talker 1. Install pre-printed Shelf Talker in-section in front of the participating products. 66 Promotional Turn 1

64 Ontario Wine Superstars GROUP 3: VQA Gondola Fixture Key Dates VQA Gondola Fixture Install: April 1, 2013 Takedown: April 28, 2013 Participating Stores 4, 17, 41, 55, 65, 144, 207, 221, 229, 233, 286, 351, 401, 417, 443, 481, 483, 486, 516, 551, 564, 580, 587, 609, 627, 644, 677, 694, 699, 706 Signage components 1. White Ontario Wine Superstar: Ontario Wine Superstars White / Double Bottle Backer Card (doublesided). Pre-printed Shelf Talker. 2. Red Ontario Wine Superstar: Ontario Wine Superstars Red / Double Bottle Backer Card (double-sided). Pre-printed Shelf Talker. Merchandising Instructions 1. Stores that have ONE VQA Gondola Fixture, install the double bottle backer card on a single End Aisle display. 2. Stores that have TWO VQA Gondola Fixtures, install the White and Red wine Backer Cards on 2 separate End Aisle displays. 3. Merchandise each participating product on the top shelf of the VQA gondola fixture along with the preprinted Shelf Talkers provided. White Wine Backer Card Red Wine Backer Card White Wine Shelf Talker Red Wine Shelf Talker Double Bottle Backer Card Marketing & Product Guide - Think Fresh This Spring 67

65 Popular Pick Overview This is a sold space program and participation is mandatory. Each turn one International Canadian Blend product is featured. Supported by a LTO or BAM offer. Stores must order the featured Popular Pick product (minimum of three cases). Key Dates Install: April 1, 2013 Takedown: April 28, 2013 Participating Stores 16, 29, 30, 42, 46, 52, 66, 67, 69, 70, 75, 76, 78, 81, 83, 87, 88, 89, 91, 92, 94, 96, 98, 99, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 126, 127, 128, 129, 131, 133, 134, 136, 137, 138, 141, 142, 146, 147, 151, 152, 157, 158, 159, 161, 162, 166, 169, 170, 172, 173, 174, 176, 178, 180, 181, 184, 189, 193, 194, 197, 203, 204, 205, 208, 213, 219, 220, 222, 223, 224, 225, 230, 231, 232, 235, 236, 239, 240, 241, 245, 247, 251, 254, 256, 257, 258, 259, 260, 261, 262, 264, 266, 267, 270, 271, 272, 273, 274, 276, 277, 280, 281, 282, 283, 284, 285, 290, 291, 292, 293, 294, 296, 297, 299, 301, 302, 303, 304, 305, 307, 308, 314, 316, 317, 318, 319, 322, 323, 327, 328, 330, 331, 332, 335, 336, 337, 338, 339, 347, 348, 349, 350, 352, 355, 364, 368, 369, 370, 372, 375, 377, 379, 380, 395, 399, 405, 409, 413, 414, 421, 422, 423, 430, 433, 435, 439, 440, 441, 442, 447, 448, 449, 451, 454, 455, 460, 462, 463, 464, 466, 468, 471, 472, 473, 474, 475, 476, 478, 479, 480, 482, 487, 488, 489, 492, 493, 496, 504, 506, 507, 509, 510, 514, 516, 517, 519, 520, 524, 527, 529, 530, 531, 541, 543, 547, 548, 550, 557, 558, 560, 561, 562, 565, 567, 570, 571, 574, 576, 577, 578, 581, 582, 588, 591, 594, 595, 596, 597, 599, 603, 604, 606, 607, 610, 612, 613, 615, 622, 626, 631, 700 Participating Product LCBO# Description Size (ml) Jackson-Triggs Merlot 750 Signage components 1. Popular Pick: Cut Case Backer Card 2. Ontario Wine Superstars: Red and White pre-printed Shelf Talkers Re-order # Shelf talkers x 2 and Popular Pick Backer Card Merchandising Instructions 1. Install the Cut Case Backer Card and merchandise display near the front of store, next to VQA Cube Fixture. 2. Merchandise the Ontario Wine Superstars participating products in-section with the pre-printed shelf talkers provided. White Wine Shelf Talker Red Wine Shelf Talker Popular Picks Backer Card 68 Promotional Turn 1

66 golocal FSI - GROUP 1: VQA Cube Fixture Overview This is a sold space program and participation is mandatory. Features four Ontario VQA products. Stores must order the products required (minimum of one case per SKU). In Period 1 the golocal FSI fixture products are those featured in the golocal FSI. Advertising On March 27th 500,000 copies of the golocal FSI (goeaster golocal) dropped into local community papers in time for Easter Weekend. The Products featured in this golocal FSI goeaster golocal are all about entertaining over Easter Weekend and Spring get-togethers. Participating stores will receive 10 copies of the golocal FSI for the beginning of Period 1. Stores are to continue to merchandise the participating products in this FSI for the duration of P1 as they are a perfect match for Spring. The FSI was distributed in the following publications: Globe & Mail National Post Star Kitchener Waterloo Record Whig Standard Free Press Citizen Spectator Examiner St Catherine Standard For additional information on the LCBO golocal initiatives and to view the online FSI please encourage customers to visit: Key Dates Install: April 1, 2013 Takedown: May 26, 2013 Participating Stores Cube Fixture 1, 2, 3, 5, 6, 7, 10, 13, 14, 15, 16, 19, 20, 21, 22, 23, 251, 2, 3, 5, 6, 7, 10, 13, 14, 15, 16, 19, 20, 21, 22, 23, 25, 26, 27, 31, 32, 34, 35, 36, 37, 38, 39, 43, 44, 45, 47, 50, 53, 57, 58, 59, 60, 61, 62, 63, 64, 68, 70, 72, 73, 74, 77, 82, 83, 86, 90, 93, 95, 97, 102, 106, 110, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 163, 164, 167, 168, 171, 175, 179, 182, 183, 185, 187, 188, 191, 194, 195, 196, 198, 199, 200, 201, 202, 209, 210, 211, 212, 214, 216, 217, 218, 226, 228, 234, 237, 238, 242, 243, 244, 246, 248, 249, 250, 253, 255, 260, 263, 265, 266, 268, 269, 278, 287, 288, 295, 297, 298, 300, 310, 311, 312, 313, 320, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 355, 358, 359, 360, 361, 366, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 390, 393, 394, 397, 398, 400, 402, 404, 406, 407, 408, 412, 416, 420, 425, 427, 428, 431, 432, 434, 437, 438, 444, 445, 452, 456, 457, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 505, 509, 511, 518, 521, 523, 528, 533, 534, 536, 539, 540, 542, 544, 545, 546, 549, 552, 553, 555, 556, 559, 563, 566, 568, 569, 573, 575, 579, 581, 584, 586, 589, 590, 593, 601, 602, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 698, 700, 702, 703, 771, 776 Marketing & Product Guide - Think Fresh This Spring 69

67 golocal FSI - GROUP 1: VQA Cube Fixture Participating Products LCBO# Description Size (ml) Angels Gate Merlot VQA Fielding Fireside White VQA Top Bench Red VQA Cave Spring Dry Rosé VQA 750 Signage components 1. golocal Cube Sign 2. golocal Category Sign x 2 3. golocal pre-printed Shelf Talkers x 4 4. Vintages pre-printed Shelf Talker x 1 Re-order # VQA Cube Fixture Kit: golocal shelf talkers x 4, golocal cube sign, golocal Category sign x 2, Vintages Shelf Talker Merchandising Instructions Shelf Talker golocal Category golocal Cube Sign Vintages Shelf Talker 1. Merchandise the four participating products on the top shelf of the VQA Cube Fixture. Place the pre-printed Shelf Talker in front of the product. 2. Install the golocal Cube Sign. 3. Install the golocal Category Signs on either side of the Cube Sign. 4. Install the Vintages pre-printed shelf talker in front of the participating product (LCBO #86850 Fielding Estate Winery Vidal Icewine 2010) in its place on the shelf. 70 Promotional Turn 1

68 golocal FSI - GROUP 2: VQA Gondola Fixture Participating Stores 4, 17, 41, 65, 144, 207, 221, 229, 233, 286, 351, 401, 417, 443, 481, 486, 551, 564, 580, 587, 609, 627, 644, 677, 694, 699, 706 Participating Products LCBO# Description Size (ml) Angels Gate Merlot VQA Fielding Fireside White VQA Top Bench Red VQA Cave Spring Dry Rosé VQA 750 Signage components 1. golocal Backer Card 2. golocal pre-printed Shelf Talkers x 4 Merchandising Instructions 1. Install the golocal Backer Card into the Backer Card Frame of the FSI Gondola Fixture. 2. Merchandise the four participating products on the top shelf of the VQA gondola along with the pre-printed Shelf Talkers provided. go LOCAL FSI VQA Gondola Fixture golocal Backer Card Shelf Talker Marketing & Product Guide - Think Fresh This Spring 71

69 Wines to Watch Program - Update Participating stores No change from last period 5, 10, 15, 21, 25, 35, 40, 57, 60, 93, 95, 101, 532, 115, 124, 148, 149, 156, 164, 167, 187, 217, 226, 252, 253, 288, 325, 329, 355, 641, 367, 371, 373, 378, 385, 389, 392, 393, 398, 417, 432, 438, 445, 465, 481, 486, 495, 511, 522, 528, 542, 544, 545, 549, 566, 573, 575, 586, 630, 776

70 Wines To Watch Program No change from last period Merchandising Instructions Stores should continue to merchandise any of the following wines on their Wines to Watch fixture along with the program signage: Pondview Dragonfly Pinot Grigio VQA Pondview Gewurztraminer Riesling VQA Daniel Lenko ChardonGay VQA Catastrophe Red VQA Catastrophe White VQA Sprucewood Shores Lady in Red VQA Ravine Estate Redcoat Red VQA Ravine Estate York Rd. White VQA Sue-Ann Staff Baco Noir VQA Merchandising Instructions All participating stores should continue to merchandise the Wines to Watch display until further updates are communicated in early Signage Sign Wines to Watch Cube Sign Wines to Watch Shelf Talkers Wines to Watch Bin Ticket Covers/ Overlays Images Wines to Watch Gondola Sign For Best of Ontario Stores only. 74 Promotional Turn 1

71 Spring Gift Packaging Participating stores 1, 4, 5, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 34, 35, 36, 38, 40, 41, 44, 50, 55, 57, 58, 60, 61, 62, 63, 64, 65, 68, 72, 79, 80, 82, 83, 90, 93, 95, 97, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 166, 168, 171, 175, 179, 182, 185, 187, 190, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 218, 221, 226, 228, 233, 237, 242, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 287, 288, 295, 298, 300, 311, 324, 325, 326, 329, 333, 334, 340, 341, 343, 344, 346, 351, 353, 355, 359, 360, 361, 362, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 401, 402, 404, 407, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 459, 465, 470, 481, 484, 485, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 518, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 564, 566, 568, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 593, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 641, 643, 644, 694, 698, 699, 700, 702, 703, 706, 771, 776

72 Spring Gift Packaging Overview Our Spring Gift program launched in P13 and will extend into P1. The following items should continue to be featured on the Gifting Promotional End: Fabric Bottle Bags (organza and felt), Glass Bottle Stoppers, Galvanized Pails. Bags and Bottle Stoppers are available in these four colours: lemon yellow, apple green, lilac and aqua blue. The Spring 95c Paper Bag is available in three designs, and is to be featured on Cash Ends and the Wood Gift Merchandising Fixture. Components Component Re-order Code Retail Images Galvanized Beer Pail Store to order this item from supplying warehouse (1 2 cases). Pails to be filled with seasonal inventory and wrapped with the Spring Wrap Kit. Spring Wrap Kits Wrap Kits to be force shipped to stores Additional Wrap Kit inventory may be ordered from supplying warehouse (Item # this sku is residual 2012 Spring Wrap Kit inventory) $ $3.50 No IMAGE available 76 Promotional Turn 1

73 Spring Gift Packaging Components continued Component Re-order Code Retail Images Spring 95c Bag One case of Spring 95c Paper Bag was force shipped to stores in PT13 Each case contains 75 units (25 x three designs) Additional Spring 95c Paper Bag inventory may be ordered from supplying warehouse (Item #328369) Spring Organza Bottle Bag Each case contains 12 units ( 3 x four colour) No inventory available after initial force Was force shipped to stores in PT13 Spring Patterned Felt Bottle Bag Each case contains 12 units ( 3 x four colour) No inventory available after initial force Was force shipped to stores in PT13 Glass Flower Bottle Stopper Each case contains 12 units ( 3 x four colour) No inventory available after initial force Was force shipped to stores in PT $ $ $ $5.50 Marketing & Product Guide - Think Fresh This Spring 77

74 Spring Gift Packaging Merchandising Instructions Promotional Fixture End Top Shelf - The participating Gifting stores are requested to merchandise the Spring Fabric Bottle Bags on the top shelf of Gifting Promotional Fixture End. Remove 1-2 of each colour bag versions from their packaging and display them with the featured Spring or Easter FSI products. The balance of the bags must be merchandised in the Acrylic Fabric Bag Holder. Merchandise the Glass Bottle Stoppers on the top shelf as well. Please merchandise a selection of seasonal wines on the top shelf, next to the Fabric Bottle Bags. Middle and Bottom Shelf Merchandise the assembled Galvanized Beer Pail on the middle and bottom shelves. Then the Spring Gifts sell down, merchandise gifts built with the year-round boxes (LCBO# One-Bottle Box and LCBO# Two-Bottle Box). When assembling the Galvanized Beer Pail (#751602) use the Spring Wrap Kits (#325035) provided. We recommend making 12 gifts at a time as there is sufficient fill in each wrap kit to prepare 12 pails. Should you require additional wrap Include the following on the label by using Kwik Price. Product Name(s) Product LCBO#(s) Product Price(s) Pail LCBO # Pail Price $6.95 Wrap Kit LCBO# Wrap Kit Change $3.50 TOTAL PRICE Affix the label to the gift with the ribbon provided in the Wrap Kits. You can also order last years spring wrap kits at supplying warehouses. (LCBO ) 78 Promotional Turn 1

75 Spring Gift Packaging Signage Stores will be shipped the following new signs: Component Where to install sign Re-order Code Images Category Sign French/English Gift Tag (Bundled in 12) Shelf Talkers (Bundled in 3-1 of each version) A new P1 category sign will be shipped. Place the Category Sign insert into the sign band on the Gifting Promotional Fixture End. Place the gift tags onto the pre-wrapped Cello 1 bottles and vessels left over from PT13. Merchandise the Pre- Wrapped Cello bottles and Vessels on the Gifting Promotional Fixture End. Place Shelf Talkers on the Gifting Promotional Fixture End DMS DMS Marketing & Product Guide - Think Fresh This Spring 79

76 Beer Programs Ontario Craft Beer End Aisle Brewery Spotlight: Dupont Craft Beer Program Ontario Craft Beer (Quarterly Program) No change from last period No change from last period

77 Ontario Craft Beer End Aisle Formerly Ontario Craft Beer Fixture, now merchandised on shelf Key Dates Install: April 1, 2013 Take Down: April 28, 2013 Components Pre-Printed Pricer Cards (ENG) DMS Pre-Printed Pricer Cards (FRE) DMS End Aisle Backer Card (same) OCBEA01 Participating Products LCBO# Brand Size (ml) Brewery Distributor Code Lug Tread 4x600 Beaus Cobblestone Stout 440 Mill St Steam Whistle Pilsner 6 x 341 Steam Whistle 5577 Participating Stores OCB End Aisle Backer Card Re-order # OCBEA01 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 25, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 528, 549, 556, 579, 619, 623, 624, 630, 702 NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. 82 Promotional Turn 1

78 Brewery Spotlight: Dupont No change from last period Overview Components The Brewery Spotlight is a year-round program that features unique and premium products from craft breweries around the world. This program turns four times a year and each turn focuses on one specific brewery. NEW: Participating stores will be sent a special Shelf Talker describing the featured brewery. This component will enhance the Brewery Spotlight experience by providing customers with fun and interesting information about the brewery origins, history, location, brewmaster etc. This shelf talker will be bundled with the product shelf talkers and should be displayed within your store s Brewery Spotlight section. Key Date Install: March 3, 2013 Take Down: May 26, 2013 Participating Products Pre-Printed Shelf Talkers (ENG) DMS OCB013 Pre-Printed Shelf Talkers (FRE) DMS OCB014 Brewery LCBO# Description Size (ml) Dupont NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers Moinette Brune Monk's Stout Cervesia Biere De Miel Bio 250 Participating Stores 1, 5, 10, 15, 17, 18, 31, 38, 40, 115, 132, 164, 187, 212, 217, 243, 334, 393, 417, 445, 486, 457, 495, 499, 511, 568, 623, 624, 630 Marketing & Product Guide - Think Fresh This Spring 83

79 Craft Beer Program No change from last period Formerly known as the Premium/Specialty Beer Program Key Dates Install: March 3, 2013 Take Down: May 26, 2013 Components Pre-Printed Shelf Talkers (ENG) DMS OCB012 Pre-Printed Shelf Talkers (FRE) DMS OCB011 Participating Products Item# Product Name Size (ml) Panil Gouden Carolus Tripel La Divine St Feuillien Grand Cru Wired HopWired IPA Thornbridge Jaipur IPA BIA India Pale Ale Lakefront Bridge Burner Abbaye des Rocs Grand Cru Chaman Imperial Pale Ale 4 x Les Trois Mousquetaires Maibock Kunhenn 4D 355 Participating stores 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 115, 132, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 243, 252, 253, 255, 288, 295, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 481, 483, 486, 494, 495, 499, 501, 505, 511, 522, 528, 532, 534, 542, 546, 549, 556, 568, 573, 575, 579, 586, 590, 602, 616, 614, 619, 623, 624, 630, 677, 771, 776 NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. 84 Promotional Turn 1

80 Ontario Craft Beer (Quarterly Program) Formerly known as the Ontario Craft Beer Fixture Key Dates Install: March 3, 2013 Take Down: May 26, 2013 Components Pre-Printed Shelf Talkers (ENG) DMS OCB008 Pre-Printed Shelf Talkers (FRE) DMS - OCB009 Participating Products LCBO# Brand Size (ml) Brewery Distributor Code Loyalist Lager 341 Barley Days Lugtread Lagered Ale 4 x 600 Beau s Twice As Mad Tom IPA 4 x 355 Muskoka Stonehammer Premium Light 6 x 341 F&M 3437 Participating stores Mandatory Participation 5, 6, 15, 18, 19, 35, 38, 40, 115, 143, 149, 187, 212, 217, 243, 295, 334, 355, 393, 417, 452, 495, 528, 568, 624 Optional Participation 1, 2, 3, 4, 9, 11, 14, 20, 21, 25, 31, 36, 37, 60, 95, 106, 130, 156, 163, 171, 185, 200, 209, 214, 288, 298, 300, 329, 346, 346, 360, 367, 371, 373, 378, 385, 407, 411, 420, 432, 437, 438, 445, 457, 485, 499, 522, 532, 544, 545, 549, 553, 572, 573, 575, 579, 629, 630, 700, 702, 771, 776 NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. Marketing & Product Guide - Think Fresh This Spring 85

81 ONTARIO SupERST RS Vintages Superstar Program Participating Stores Kit 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 37, 44, 55, 60, 61, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 93,97, 99, 102, 124, 130, 144, 145, 154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 207, 214, 218, 223, 233, 237, 244, 248, 249, 260, 263, 265, 268, 269, 278, 296, 311, 324, 340, 351, 353, 354, 372, 373, 381, 384, 386, 392, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 485, 497, 499, 501, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 601, 602, 637, 677 Kit 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 36, 38, 40, 57, 58, 95, 106, , 143, 148, 149, 156, 164, 171, 179, 185, 187, 195, 198, 200, 209, 210, 212, 217, 226, 243, 252, 253, 255, 287, 288, 298, 300, 325, 326, 329, 333, 334, 344, 346, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394, 397, 398, 407, 411, 412, 416, 417, 437, 438, 445, 457, 459, 465, 470, 481, 486, 490, 491, 494, 495, 505, 511, 512, 522, 523, 532, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 641, 698, 700, 702, 703, 706, 771, 776

82 Vintages Superstar Program Overview The Vintages Superstar program promotes great local products while pairing them with delicious recipes. Each period there will be three Ontario Superstars: two LCBO wines and one Vintages Essential. This is a mandatory program. Participating Product TAWSE SKETCHES OF NIAGARA CHARDONNAY VQA Niagara Peninsula (XD) 750 ml $19.95 Key Dates Install: Upon receipt Takedown: April 28, 2013 Kit 1 + Kit 2 will be to be shipped via store mailbag. Components Basket Insert Shelf Talker Merchandising Instructions Basket Sign Insert Merchandise the participating product in a basket next to/near the LCBO Ontario VQA wines section. Insert the basket sign insert into the Large Metal Sign Holder (Central Supply #691089) Display the fully merchandised basket in the LCBO Ontario VQA wines section next to the VQA fixture. Take down once stock is sold out, or by April 28, Pre-printed Shelf Talker Install the pre-printed shelf talker in front of the featured product, in its on-shelf position within the Vintages section, using a Miracle Stick (Central Supply #692012) or 2 shelf clip for Vintages (hellolcbo re-order #LC1506). Take down once stock is sold out, or by April 28, Available Chilled Hot Button Signs should be used on shelf to indicate that the Superstars products are also available in the fridge; Superstars Shelf Talkers should be placed in the fridge to highlight the Superstar products there. Available Chilled In-Section Hot Button Re- Order # DMS Promotional Turn 1

83 Vintages BAM & LTO Signage Participating Stores 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 29, 30, 31, 35, 36, 37, 38, 40, 42, 44, 45, 55, 56, 57, 58, 60, 61, 62, 63, 64, 65, 68, 69, 70, 71, 72, 74, 77, 78, 79, 80, 81, 82, 83, 84, 85, 93, 95, 97, 99, 101, 102, 106, 115, 124, 125, 127, 130, 132, 136, 140, 143, 144, 145, 148, 149, 153, 154, , 163, 164, 165, 167, 168, 171, 178, 179, 182, 185, , 191, 195, 196, 197, 198, 199, 200, 201, 202, 207, 208, 209, 210, 211, 212, 214, 216, 217, 218, 219, 222, 223, , 227, 232, 233, 235, 237, 238, 241, 242, 243, 244, 247, , 251, 252, 253, 255, 259, 260, 261, 263, 265, 268, , 278, 287, 288, 295, 298, 300, 306, 311, 312, 313, 314, 318, 321, 323, 324, 325, 326, 329, 333, 334, 340, 344, 345, , 352, 353, 354, 355, 358, 359, 360, 361, 365, 367, , 373, 378, 380, 381, 383, 384, 385, 386, 387, 389, 390, 392, 393, 394, 397, 398, 402, 403, 404, 407, 411, 412, , 417, 420, 425, 426, 427, 428, 430, 431, 432, 434, 437, 438, 441, 443, 444, 445, 446, 449, 452, 454, 456, 457, , 465, 467, 468, 469, 470, 474, 481, 482, 483, 485, , 491, 494, 495, 497, 499, 501, 505, 509, 511, 512, , 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, , 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 587, 589, 590, 593, 598, 599, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, , 624, 626, 627, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 677, 694, 697, 698, 700, 702, 703, 771, 776

84 Vintages BAM & LTO Signage Overview Components The Vintages BAM & LTO signage will arrive in the mailbag the week before each promotional period starts. This is a mandatory supplier program. All Shelf Talkers for the participating products should be installed at the start of the period. If you do not receive your kit please call hellolcbo to request a kit. If a Shelf Talker is damaged or misplaced please print a new Shelf Talker using the in-store printing templates. Participating Products LCBO# Description Original Price Price Promotion GNARLY HEAD OLD VINE ZIN ZINFANDEL 2010 $17.95 $17.95 BAM (+10) KIM CRAWFORD PINOT NOIR 2012 $19.95 $19.95 BAM (+8) AMBERS SALSA GOA FENNI $28.95 $26.95 LTO BONTERRA CABERNET SAUVIGNON (V) $18.95 $16.95 LTO CATENA MALBEC (V) $19.95 $17.95 LTO DE SOUSA SEASONS RESERVE MERITAGE 2007 $14.95 $12.95 LTO MALIVOIRE GAMAY (V) $17.95 $16.95 LTO OYSTER BAY SAUVIGNON BLANC (V) $18.95 $16.95 LTO TORRES GRAN CORONAS CABERNET SAUVIGNON RESERVA (V) BAM Shelf Talkers LTO Shelf Talkers $18.95 $17.95 LTO 90 Promotional Turn 1

85 The Spring 2013 issue of FOOD & DRINK was distributed in stores Wednesday, March 6, Features Morning Glories: Laid-back brunch dishes that taste so good no one will guess how simple they were to make. A Splash and a Dash: Just a splash of liqueur a different one for each drink enlivens five fabulous cocktails. Soups for Spring: Primary ingredients do double duty in both creamy and broth-based soups. California Style: Beyond Napa and Sonoma, what s new, hot and happening in the increasingly popular cool-climate regions of California. Lucy s California Restaurant Tour: Our Food Editor s top picks for standout culinary experiences in the Golden State.

86 Food & Drink Merchandising This issue should be merchandised prominently in the magazine stands. The stands should be positioned in the selling area of the store. If your store does not have a stand, please display FOOD & DRINK at all checkouts, customer service and the Info centre. Once your supply has been depleted, please store the stand until the next issue arrives in store. Do not use the stand to display other materials. To request additional copies once your original supply has run out, please wayne.leek@lcbo.com. Your should include the following information: Store # and contact name # of additional copies and why English or French edition We will distribute the magazines equitably among all stores who request additional copies 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Early Summer 2013 issue of FOOD & DRINK, which will be in stores on Wednesday, May 1, Promotional Turn 1

87 Participating Stores Column Heading Store # Banner Inserts Pod Program Sold End Aisles End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Cards Power Aisle Banners Perimeter Banners Key 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 See Sold Space Program Extender Section for participating extender locations. C = Community Extender Program # of Extenders # of Extenders # of Extenders # of Extenders # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped Transparencies Vendor installed, see page 11 Special Promotions Fixtures golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Mini Thematic Program Featured Gift Program FLS Y = Participating Store (2 Fixtures) Y = Participating Store Y = Participating Store Y = Participating Store Y = Participating Store (on Promo Fixture) Y = Participating Store F = LCBO stores located in FLS designated areas FF = LCBO FLS designated stores See back/inside cover for definitions

88 Participating Stores This list is included in the PT1 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 1 H 20S 45 Y Y Y Y Y Y Y F ST ST Y F 3 8P Y Y F 4 10P Y Y Y Y Y F 5 H 10P 20 Y Y Y Y Y Y Y F 6 H Y Y Y Y Y F ST ST Y FF 8 T 10S Y F 9 T ST ST Y F 10 H 20P 40 Y Y Y Y Y Y FF 11 H 8S Y Y F 12 T 8P Y F Y Y F 14 8S Y Y Y Y Y F 15 H 15P 25 Y Y Y Y Y Y Y F 16 ST Y Y F 17 H Y Y Y FF 18 H Y Y Y Y Y F 19 H 15S Y Y Y Y Y Y FF 20 H 8S Y Y F 21 H 20P 40 Y Y Y Y Y Y Y 22 H 20S Y Y Y Y 23 H 15S 30 Y Y Y Y Y FF 24 8S Y FF 25 8P Y Y Y Y Y Y 26 H 10P Y Y Y F 27 H 15S Y Y Y Y F 28 T Y Y Y 30 T ST Y 31 H 15P 30 Y Y Y Y Y Y ST ST Y F 34 H 15S Y Y Y Y F 35 H 10P Y Y Y Y Y 36 H 15S Y Y Y Y Y Y FF 37 H 8P Y Y F 38 H 15P 30 Y Y Y Y Y Y FF Y Y 40 H 20P Y Y Y Y Y Y FF 41 10S 20 Y Y Y Y FF 42 T ST Y 43 H 10S Y Y 44 H 10S 25 Y Y Y Y Y Y Y ST Y 47 10S Y Y Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST ST 49 T ST ST FF 50 H 10S Y Y Y Y FF 51 ST ST 52 ST Y FF ST ST Y Y F 55 H 10S 20 Y Y Y FF 56 T Y 57 H 15S 25 Y Y Y Y Y Y Y 58 8S Y Y Y FF 59 10S Y Y Y Y Y Y Y Y Y 61 H 5C Y Y 62 H 15S Y Y Y Y 63 H 10S Y Y Y Y F 64 H 10S Y Y Y Y 65 H 10S 25 Y Y Y Y Y 66 T ST Y FF ST Y FF 68 H 15S Y Y Y Y ST Y 70 8S ST Y Y 71 T ST ST 72 10S Y Y Y Y 73 H 8S Y Y 74 H 10S 15 Y Y Y 75 T ST Y FF ST Y FF 77 T Y Y FF ST Y FF 79 H 8S Y Y Y 80 H 10S Y Y Y 81 T ST Y FF 82 H 8S Y Y Y Y Y Y Y Y FF 84 T ST ST 85 H 10S Y 86 H 8S Y Y 87 T ST Y 88 T ST Y ST Y FF 90 H 10S Y Y Y Y 91 T ST Y FF 92 T ST Y F 93 H 8S Y Y 94 Promotional Turn 1

89 Participating Stores This list is included in the PT1 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 94 T ST Y 95 H 10S Y Y Y Y Y 96 T ST Y 97 10S Y Y Y Y 98 T ST Y FF ST Y FF 101 H 15S Y Y Y 102 H 10S Y Y Y Y 103 T Y FF 104 T ST Y F ST Y 106 H 15S Y Y Y Y Y 107 T ST Y 108 T ST Y FF 109 T ST Y ST Y Y 111 T ST Y ST Y FF 113 T ST Y ST Y 115 H 20P Y Y Y Y Y Y 116 T ST Y 117 T ST Y FF 118 T ST Y FF ST Y ST Y ST Y FF 122 T ST Y FF 123 T ST Y FF Y 125 H 10S Y Y Y Y FF ST Y FF ST Y 128 T ST Y F ST Y FF 130 H 10S Y Y Y Y ST Y 132 H 10S Y Y Y Y ST Y ST Y FF 135 T T ST Y ST Y ST Y 139 T ST ST 140 H 15P Y Y Y Y FF Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y ST Y 143 8P Y Y Y Y Y Y F S Y Y S Y Y Y Y ST Y ST Y 148 H 15P 45 Y Y Y Y Y Y Y 149 H 20P 30 Y Y Y Y Y Y F ST Y FF 152 H 10S Y 153 8S Y Y Y Y 154 H 15S Y Y Y Y Y F 155 8S Y Y Y Y 156 H 20P Y Y Y Y Y 157 T ST Y 158 T ST Y 159 T ST Y Y 161 T ST Y 162 T ST Y FF 163 H 8S Y Y F 164 H 10P Y Y Y Y Y FF 165 H 8S Y Y Y F 166 T ST Y Y 167 H 10S Y Y F 168 H 10P Y Y Y Y 169 T ST Y 170 T ST Y 171 H 20S 25 Y Y Y Y Y Y F ST Y ST Y FF 174 T ST Y S Y Y Y Y ST Y 178 T ST Y 179 H 15P Y Y Y Y Y ST Y FF Y 182 H 15P Y Y Y Y F Y Y Y F 184 T ST Y FF 185 H 15P 25 Y Y Y Y Y F 186 T 8S Y Y F 187 H 20S 40 Y Y Y Y Y Y Y Marketing & Product Guide - Think Fresh This Spring 95

90 Participating Stores This list is included in the PT1 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 188 H 10S Y Y Y ST Y FF 190 H 10S Y Y Y F 191 H 15S 30 Y Y Y Y Y 192 8S Y Y Y F ST Y FF 194 T ST Y Y 195 H 20S 40 Y Y Y Y Y F 196 H 8S Y Y Y Y 197 T ST Y 198 H 15S 25 Y Y Y Y Y Y F Y Y 200 H 20S 25 Y Y Y Y Y F 201 H 15S Y Y Y Y Y Y 203 Y ST Y FF 205 T ST Y 207 H 8S Y Y Y Y Y F 208 T ST Y 209 H 15S Y Y Y Y S Y Y Y Y 211 H 8S Y Y Y 212 H 15P Y Y Y Y Y Y F 213 T ST Y S Y Y Y Y Y FF 216 H 8S Y Y 217 H 20P 30 Y Y Y Y Y Y Y FF 218 H 15S Y Y Y Y Y F 219 T ST Y 220 T ST Y FF 221 H 10S 20 Y Y ST Y Y Y 222 T ST Y 223 T ST Y 224 T ST Y 225 T ST Y FF 226 H 20S 30 Y Y Y Y Y Y 227 T Y 228 H 20S Y Y Y Y F 229 T 10S Y ST Y 231 T ST Y 232 T ST Y 233 H 15S 30 Y Y Y Y Y Y F S Y Y Y F Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 236 T ST Y FF S Y Y Y Y 238 T Y Y 239 T ST Y ST Y ST Y FF 242 H 15S Y Y Y Y F 243 H 20P Y Y Y Y Y Y FF 244 H 15S Y Y Y Y ST Y FF 246 T Y Y 247 T ST Y 248 H 15P Y Y Y Y 249 H 10S 20 Y Y Y Y Y F ST ST Y ST Y 252 H 20S 30 Y Y Y Y Y Y 253 H 20P 30 Y Y Y Y Y Y FF 254 T ST Y 255 H 10S Y Y Y Y Y F ST Y F ST Y 258 T 10 1 ST Y ST Y ST Y Y 261 T ST Y ST Y 263 H 15S Y Y Y Y 264 T ST Y 265 H 15S Y Y Y Y 266 T ST Y Y 267 T 10 3 ST Y Y Y 269 H 20S 25 Y Y Y Y Y F ST Y ST Y ST Y FF 273 T ST Y ST Y 275 T ST ST 276 T ST Y 277 T ST Y 278 H 8S Y Y Y Y FF Y F 96 Promotional Turn 1

91 Participating Stores This list is included in the PT1 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 281 T ST Y 282 T ST Y ST Y 284 T ST Y ST Y Y Y 287 H 15S Y Y Y Y FF 288 H 20P 30 Y Y Y Y Y Y Y 289 T Y ST Y 291 T ST Y FF ST Y 293 T ST Y 294 T ST Y 295 H 10P Y Y Y Y Y Y F 296 T ST Y 297 T ST Y Y 298 H 20P 30 Y Y Y Y Y Y 299 T Y 300 H 10S Y Y Y Y Y ST Y ST Y 303 T ST Y 304 T ST Y ST Y 306 T Y ST Y ST Y FF ST ST F Y Y F 311 H 10P Y Y Y Y 312 8S Y Y F Y Y 314 T ST Y ST ST 316 T ST Y 317 T ST Y 318 T ST Y ST Y ST ST Y Y F 321 H 8S Y Y F ST Y FF 323 T ST Y 324 H 8P Y Y Y Y Y FF 325 H 15S Y Y Y Y Y Y 326 H 15S 30 Y Y Y Y Y Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 327 T ST Y FF 328 T ST Y 329 H 20P 45 Y Y Y Y Y Y F 330 T ST Y ST Y ST Y FF 333 ST ST Y F 334 H 20S Y Y Y Y Y Y F 335 T ST Y ST Y ST Y ST Y FF ST Y 340 H 10S Y Y Y Y S Y Y Y Y 344 H 15S 30 Y Y Y Y Y 345 5S Y Y Y 346 H 20P 45 Y Y Y Y Y ST Y ST Y ST Y FF ST Y 351 H 15S 30 Y Y Y Y Y Y 352 T ST Y 353 H 10P Y Y Y Y Y 355 H 20P 30 Y Y Y Y Y Y Y Y F ST ST Y 359 H 20S 40 Y Y Y Y Y FF 360 H 10P Y Y Y Y Y Y F 361 H 15S 25 Y Y Y Y Y Y 362 H 20S Y Y Y F ST ST F 364 T ST Y 365 ST ST 366 H 10S Y Y Y F 367 H 20P 40 Y Y Y Y Y Y FF Y Y 369 T 10 4 ST Y ST Y FF 371 H 10S Y Y Y Y Y Y F 372 T ST Y 373 H 15S 20 Y Y Y Y Y Y 374 T Y ST Y FF 376 Marketing & Product Guide - Think Fresh This Spring 97

92 Participating Stores This list is included in the PT1 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 378 H 20S 45 Y Y Y Y Y 379 T ST Y 380 T ST Y 381 H 15S 30 Y Y Y Y Y 382 H 15S Y Y Y Y 383 H 15S 25 Y Y Y Y Y 384 H 8P Y Y Y Y FF 385 H 20S Y Y Y Y Y FF 386 H 15S Y Y Y Y 387 H 15S Y Y Y Y FF 388 H 10P Y Y Y Y F 389 H 15S Y Y Y Y F 390 H 15P 25 Y Y Y Y Y 392 H 10S 25 Y Y Y Y Y 393 H 20P Y Y Y Y Y FF 394 H 20P 40 Y Y Y Y Y Y F ST Y FF 397 H 15S 30 Y Y Y Y Y 398 H 20S Y Y Y Y F ST Y S Y Y Y Y FF S 25 Y Y Y Y Y 402 H 10S Y Y Y Y ST ST 404 H 15S Y Y Y Y ST Y FF Y Y FF 407 H 20P 30 Y Y Y Y Y F 408 H 15S Y Y Y F ST Y ST ST 411 8P Y F 412 H 15P 25 Y Y Y Y Y Y Y F ST Y 414 T ST Y 415 H 10P Y F 416 H 20S 25 Y Y Y Y Y Y F 417 H 15P Y Y Y Y Y Y 418 T ST ST 419 T Y ST ST Y F ST Y F ST Y FF Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y FF 425 H 10S Y Y Y Y Y F 426 H 8S Y Y Y F 427 H 15S 30 Y Y Y Y Y 428 H 20S 40 Y Y Y Y Y F Y Y 431 H 15S Y Y Y Y FF 432 H 20S Y Y Y Y Y Y ST Y 434 H 15S Y Y Y Y ST Y FF ST ST F 437 H 10S 25 Y Y Y Y Y Y 438 H 20S 30 Y Y Y Y Y Y F ST Y 440 T ST Y ST Y FF ST Y 443 H 15P 30 Y Y Y Y Y Y Y FF 444 H 15S 25 Y Y Y Y Y F 445 H 20S Y Y Y Y Y 446 T Y ST Y 448 T ST Y ST Y 450 T Y ST Y 452 H 15P Y Y Y Y Y Y FF P Y Y Y ST Y 455 T ST Y S Y Y Y Y 457 H 10P 20 Y Y Y Y Y Y Y F 458 H 8S Y F 459 H Y Y Y Y Y ST Y 461 T Y Y 462 T ST Y ST Y FF ST Y 465 H 15S Y Y Y Y ST Y FF 98 Promotional Turn 1

93 Participating Stores This list is included in the PT1 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 467 H 10S Y Y 468 T ST Y Y 469 5S ST Y Y 470 H 15S 30 Y Y Y Y Y FF ST Y ST Y ST Y ST Y ST Y ST Y 478 T ST Y ST Y ST Y 481 H 15P 20 Y Y Y Y Y Y ST Y Y Y F Y F 485 H 15P 20 Y Y F P Y Y Y Y Y ST Y F ST Y FF ST Y 490 H 10S 20 Y Y Y Y Y F 491 H 15S 30 Y Y Y Y Y 492 T ST Y F ST Y 494 H 15P Y Y Y Y Y F 495 H 15S Y Y Y Y Y Y 496 T ST Y 497 H 15S 30 Y Y Y Y Y H 20P Y Y Y Y Y Y F 501 H 15S Y Y Y Y Y Y T ST Y 505 H 20P Y Y Y Y Y F ST Y FF 507 T ST Y FF 509 T ST Y Y ST Y 511 H 10S 25 Y Y Y Y Y Y Y F S 1 ST ST F Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 515 ST ST FF ST Y Y 517 T ST Y 518 H 10S Y Y Y Y F ST Y F 520 T ST Y 521 H 10P Y Y Y Y FF P 25 Y Y Y Y Y 523 H 20P 45 Y Y Y Y Y 524 T ST Y FF 526 ST ST FF 527 T ST Y 528 H 15P 30 Y Y Y Y Y Y Y F 529 T ST Y 530 T ST Y 531 T 3 4 ST Y F 532 8S Y Y Y Y Y Y FF S Y Y F 534 H 10S 25 Y Y Y Y Y F ST ST 536 H 15P 25 Y Y Y Y Y Y 538 ST ST FF 539 T Y Y F 540 H 15S Y Y Y Y FF ST Y 542 H 20P 30 Y Y Y Y Y Y F 543 T ST Y 544 H 10S Y Y Y Y 545 H 15S 40 Y Y Y Y Y 546 H 15S Y Y Y Y Y F 547 ST Y F ST Y 549 H 20S Y Y Y Y Y Y ST Y S 40 Y Y Y Y Y 552 8S Y Y FF 553 H 15P Y Y Y Y F 555 H 8S Y Y Y Y F 556 H 15P 20 Y Y Y Y Y Y Y F ST Y ST Y Marketing & Product Guide - Think Fresh This Spring 99

94 Participating Stores This list is included in the PT1 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 559 H 10S Y Y Y Y 560 T 5 1 ST Y 561 T 5 ST Y 562 T 1 4 ST Y 563 H 10S Y Y 564 H 10S Y Y Y F ST Y FF 566 H 20P 30 Y Y Y Y Y ST Y 568 H 8P Y Y Y Y Y FF 569 H 15S 30 Y Y Y Y Y F ST Y 571 Y Y F 572 H 10S Y Y Y F 573 H 10P Y Y Y Y Y ST Y FF 575 H 15S 25 Y Y Y Y Y Y F 576 T ST Y FF ST Y FF 578 T ST Y FF 579 H 10S Y Y Y Y Y Y 580 H 15S 30 Y Y Y Y Y Y Y Y 581 T ST Y Y 582 T ST Y ST ST 584 H 15S 15 Y Y Y Y Y F S Y Y Y Y Y 587 H 10S 25 Y Y Y Y Y ST Y FF Y Y FF 590 H 20P Y Y Y Y Y ST Y 593 H 15P Y Y Y Y F 594 T ST Y 595 T 5 1 ST Y 596 T ST Y ST Y F 598 ST ST FF 599 T ST Y 601 H 15S Y Y Y Y F 602 H 15S Y Y Y Y Y ST Y ST Y FF 605 H 15S 30 Y Y Y Y Y ST Y Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y H 15S 25 Y Y Y Y Y ST Y T ST Y ST Y S 2 Y Y F ST Y 616 H 10S Y Y Y Y 617 H 15S Y Y Y Y 618 H 10S Y Y 619 H 20S 40 Y Y Y Y Y Y Y F Y Y ST Y 623 H 20P 25 Y Y Y Y Y Y Y 624 H 20P 45 Y Y Y Y Y Y Y FF ST Y 627 H 15S 30 Y Y Y Y Y Y F 629 H 15S Y Y Y Y 630 H 20P 45 Y Y Y Y Y Y Y 631 H 20S Y Y Y Y Y F 632 H 20S 50 Y Y Y Y Y 634 H 15S 30 Y Y Y Y Y S Y Y Y Y ST Y F Y Y F S Y Y Y Y FF ST Y F 641 H 20S 40 Y Y Y Y Y S 7 6 Y Y F 643 H 10S 20 Y Y Y Y Y FF 644 8S Y Y Y Y Y Y F 694 H 10S 25 Y Y Y Y Y FF ST ST F 698 H 15S 30 Y Y Y Y Y F 699 H 10S 20 Y Y Y Y F 700 H 20S 30 Y Y Y Y Y Y F 702 H 15P Y Y Y Y Y 703 H 20S 40 Y Y Y Y Y F 706 H 8S 15 Y Y Y Y Y 771 H 15P Y Y Y Y Y 776 H 20S 40 Y Y Y Y Y Y 100 Promotional Turn 1

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

96 Display Programs Participating Products Location LCBO# Case Conversion# Description Size (ml) Support Programs Hero Three Olives Burst 750 BAM, FSI Premium 4 Standard Premium 8 Standard 9 Premium Somersby Apple Cider 500 BBAM, FSI Seagram Cider Collingwood 750 LTO, FSI Forty Creek Copper Pot Reserve 750 LTO, FSI Alberta Premium Dark Horse Whisky 750 LTO, FSI Three Olives Smores Vodka 750 LTO Pinnacle Red Liquorice 750 LTO, FSI Smirnoff Kissed Caramel 750 Necktag, FSI, NPST 828 Folonari Valpolicella Doc 750 LTO Peninsula Ridge Cabernet Merlot VQA 750 LTO, FSI La Posta Cocina Tinto Blend 750 LTO Dan Aykroyd Cabernet Merlot VQA 750 LTO, FSI Jacob's Creek Shiraz/Cabernet 750 LTO Folonari Valpolicella Ripasso Classico Doc 750 LTO Hob Nob Pinot Noir 750 LTO, FSI Cave Red VQA Cave Springs 750 BAM, FSI Cono Sur Bicicleta Pinot Noir 750 LTO Grey Goose Vodka 750 Value Add Grey Goose Cherry Noir 750 FSI Grey Goose Vodka 1750 BAM Spicebox 750 LTO, FSI Wiser's Spiced Vanilla Canadian Whisky 750 LTO, FSI Crown Royal Maple Finished 750 LTO, FSI Fazi Battaglia Verdic Dei Castelli Di Jesi 750 LTO Fresh Sauvignon Blanc Chardonnay VQA 750 LTO The Wolftrap Vignier Chenin Blanc Grenache Blanc 750 LTO Fifth Leg Semillon Sauv Blanc 750 LTO Strewn Gewurztraminer/Riesling VQA 750 LTO Masi Modello Delle Venezie Bianco Igt 750 LTO The People's Wine Pinot Gris 750 LTO Angels Gate Pinot Gris VQA Voga Pinot Grigio Igt 750 LTO Rosemount Pinot Grigio 750 LTO 9 Standard Mezzacorona Pinot Grigio Trentino Igt 750 LTO Jackson-Triggs Pinot Grigio 750 LTO Captain Morgan Spiced Rum 1140 Value Add Captain Morgan Silver Spiced Rum 750 LTO Captain Morgan Black Spiced Rum 750 LTO, FSI 102 Promotional Turn 1

97 Display Programs Participating Products Continued Location 11 Case Support LCBO# Conversion# Description Size (ml) Programs Four Roses Small Batch Bourbon 750 LTO Knob Creek Bourbon 750 LTO YO Elijah Craig Kentucky Bourbon (Heaven H 750 LTO Codorniu Brut Clasico Sparkling 750 LTO 12 Premium Open Sparkling VQA 750 LTO Yellow Tail Bubbles 750 LTO McWilliam's Handwood Estate Moscato 750 LTO, Wine Fridge 12 Standard Voga Moscato Frizzante Igt 750 LTO White House Wine Co. Vidal Moscato VQA 750 LTO Alexander Keith's Cascade Hop Ale 473 BAM, FSI Alexander Keith's Hallertauer Hop Ale 473 BAM, FSI House Wine Co. Riesling Pinot Grigio VQA 750 LTO Angel Nero D'Avola Organic Giorgio & Gianni 750 LTO Las Mulas Organic Sauvignon Blanc Reserve 750 LTO Patron Silver Tequila 750 LTO Silver Tequila 750 LTO, FSI Gran Centenario Reposado 750 LTO Legendary Muskoka Oddity Lake of Bays Spring Maple Belgian Blone Ale 750 BAM Great Lakes Orange Peel Crabbies Original Alcoholic Ginger Beer 500 FSI Bacardi Cranberry Pom Jus 4 x 355 LTO, FSI Betty's Peach Vodka Iced Tea 4 x 355 NPST Skinnygirl White Cranberry Cosmo 750 BAM, BBAM Skinnygirl Margarita 750 BAM, BBAM Skinnygirl White Peach Margarita 750 BAM, BBAM Seagram Black Cherry 6 x 355 FSI, NPST Saint Clair Vicar's Choice Sauvignon Blanc 750 LTO Henry Of Pelham Sauvignon Blanc VQA 750 LTO J&F Lurton Les Fumees Blanches Sauv Bl Vdp 750 LTO McGuinness Blueberry Pancake Liqueur 750 Value Add McGuinness Glazed Donut Liqueur 750 Value Add McGuinness Whipped Cream Liqueur 750 Value Add, FSI FSI = Product is featured in the Free Standing Insert. LTO = Limited Time Offer ST= Shelf Talker VA = Value Added BAM = Bonus AIR MILES Reward Miles BBAM = Bundled Bonus AIR MILES Reward Miles Marketing & Product Guide - Think Fresh This Spring 103

98 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 R1 Vodka A Three Olives Cake 750 LTO The Kirkwood Group Y Y R2 Vodka B Iceberg Vodka 750 BAM The Kirkwood Group Y Y Y Y Y R3 Vodka C Smirnoff Vodka PET 1140 BAM Diageo Canada Inc. Y Y Y Y Y Y R4 Vodka D Belvedere Vodka 750 BAM Charton Hobbs Inc Y Y Y Y Y Y R5 Vodka E 2691 Tanqueray Dry Gin 750 LTO Diageo Canada Inc. Y Y Y Y Y Y R6 Rum A Absolut Elyx 750 BAM R7 Rum B R8 Rum C Prince Igor Extreme Vodka Bacardi Oakheart Spiced Rum 750 BAM Corby Distilleries Limited Forty Creek Distillery Ltd Y Y Y Y Y Y 750 LTO Bacardi Canada Inc. Y Y Y Y Y Y R9 Rum D 1206 Bacardi Gold Rum 750 Value Add Bacardi Canada Inc. Y Y Y Y Y Y R10 Rum E Fireball Whisky Shooter 750 LTO R11 R12 R13 R14 R15 Canadian Whisky A Canadian Whisky B Canadian Whisky C Canadian Whisky D Canadian Whisky E Century Reserve Lot Whisky Wiser's Small Batch Whisky Revel Stoke Spiced Whisky 750 LTO 750 LTO 750 LTO Diamond Estates Wines & Spirits Woodman Wines & Spirits Corby Distilleries Limited E&J Gallo Winery Canada Ltd. Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y CC Classic 1140 LTO Beam Global Canada Y Y Y Y Y Y 8805 R16 Scotch A Forty Creek Barrel Select Whisky Bulleit Bourbon Frontier Whiskey 1750 LTO Forty Creek Distillery Ltd Y Y Y Y Y Y 750 LTO Diageo Canada Inc. Y Y Y Y Y Y R17 Scotch B Appleton Estate V/X 1140 LTO PMA Canada Ltd. Y Y Y Y Y Y R18 Gin A R19 Liqueurs A Bombay Sapphire London Dry Johnnie Walker Black Label R20 Liqueurs B Sortilege 750 BAM R21 Liqueurs C Carolans Irish Cream 1140 LTO R22 Liqueurs D Phillips Vanilla Ripple Schnapps 750 Value Add Bacardi Canada Inc. Y Y Y Y Y Y 1140 Value Add Diageo Canada Inc. Y Y Y Y 750 LTO Mondia Alliance Canada Inc. Corby Distilleries Limited Corby Distilleries Limited Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y R23 Brandy A Papidoux Calvados 700 LTO Rare Earth Wines Y 104 Promotional Turn 1

99 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description R24 Brandy B Sauza Hornitos Reposado Tequila Size (ml) Support Programs R25 Tequila A Avion Tequila Silver 750 LTO R26 R27 R28 R29 R30 R31 R32 R33 R34 R35 R36 R37 R38 Ontario Pelee Island Monarch Blend A Vidal VQA Ontario Pelee Island Cabernet Blend B Franc VQA Ontario Pelee Island Gamay Blend C Noir/Zweigelt VQA Ontario Non Megalomaniac VQA A Homegrown Red VQA Ontario Non- Pelee Island Lighthouse VQA B Riesling VQA Ontario Non EastDell Rose VQA 750 LTO VQA C Ontario Non VQA D Ontario VQA A Ontario VQA B Australia/ New Zealand A Australia/ New Zealand B Australia/ New Zealand C Australia/ New Zealand D Cave White VQA Cave Springs Southbrook Organic Red Connect VQA Cave Spring Riesling Dry VQA James Oatley Tic Tok Chardonnay Peter Lehmann Weighbridge Shiraz Wolf Blass Yellow Label Cabernet Sauvignon Wyndham Estate Bin 555 Shiraz Agent # of Extenders LTO Beam Global Canada Y Y Y Y Y Y Corby Distilleries Limited Y Y Y Y 750 LTO Pelee Island Winery Y Y Y Y Y Y 750 LTO Pelee Island Winery Y Y Y Y Y Y 750 LTO Pelee Island Winery Y Y Y Y Y Y 750 LTO John Howard Cellars Y Y Y Y Y 750 LTO Pelee Island Winery Y Y Y Y Y Y 750 BAM 750 LTO 750 LTO 750 LTO Diamond Estates Wines & Spirits Cave Spring Cellars Ltd., Trialto Wine Group Ltd. Cave Spring Cellars Ltd., Barrique Wines & Spirits Imports Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y 750 LTO Dionysus Wines Y Y Y Y 750 LTO Treasury Wine Estates Y Y Y Y Y Y 750 LTO R39 USA A Goats Do Roam Red 750 LTO R40 USA B Santa Julia Uno Extra Brut Sparkling 4 x 187 ml R41 Chile A Pknt Cabernet Sauvignon R42 Chile B Fuzion Organic Malbec Cabernet R43 Corby Distilleries Limited RKW Wine Imports Inc. Y Y Y Y Y Y Y Y Y Y Y Y France Blend A 748 LTO Dionysus Wines Y Y Y Y Y Y 750 LTO Beaujolais Fun 750 LTO M.andrew Fine Wines,Beers&Spirits Y Y Y Y 750 LTO Dionysus Wines Y Y Y Y Y Y Philippe Dandurand Wines Ltd. Y Marketing & Product Guide - Think Fresh This Spring 105

100 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description R44 R45 R46 R47 R48 R49 France Blend B France South A France South B France Bordeaux/ Burgundy A Italy Central A Italy Central B Size (ml) Support Programs Agent # of Extenders Yvon Mau Merlot Vdp 750 BAM Dionysus Wines Y Y Y Y Y Y R50 Italy North A R51 Italy North B R52 R53 Southern Europe A Southern Europe B Paul Mas Estate Cabernet Sauvignon Merlot La Vieille Ferme Cotes Du Ventoux Art De Vivre Cabernet Sauvignon 750 LTO Authentic Wine & Spirits Merchants 750 LTO Charton Hobbs Inc Y Y Y Y Y Y 750 BAM Cusumano Nero D'Avola 750 BAM Family Wine Merchants Inc. Family Wine Merchants Inc. Y Y Y Y Y Black Tower Rivaner 750 BAM Charton Hobbs Inc Y Y Y Y Y Y Cavit Collection Pinot Grigio Delle Venez Igt Masi Modello Delle Venezie Rosso Igt Sica Baron De Hoen Pinot Gris Reserve Rocca Delle Macie Chianti Vernaiolo Docg 750 LTO 750 LTO 750 BAM 750 LTO Noble Estates Wines & Spirits Authentic Wine & Spirits Merchants Family Wine Merchants Inc. Noble Estates Wines & Spirits Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y R54 Germany A Black Tower Rivaner 1500 LTO Charton Hobbs Inc Y Y Y Y Y Y R55 Sparkling A R56 Sparkling B R57 R58 Ontario Beer A Moet & Chandon Imperial Champagne Yellow Tail Cabernet Sauvignon Samuel Adams Boston Lager 750 BAM Charton Hobbs Inc Y Y Y 750 LTO 6 x 355 LTO Ontario Beer Coors Light Iced T 473 LTO B R59 Beer King Dark Lager 6 x 341 BAM R60 Beer Shock Top 473 LTO R61 Beer Hop City Big Mouth Pale Ale 473 LTO R62 Beer Moosehead Lager 473 LTO R63 Party Zone R64 Party Zone R65 Party Zone The Kirkwood Group The Premium Beer Company Inc. Molson Coors Canada Provincial Beverages Of Canada Inc. Labatt Breweries Ontario The Premium Beer Company Inc. The Premium Beer Company Inc. Y Y Y Y Y Y Y Y Y Y Y Y Y Y Smirnoff Premium Mixed Drinks - Orange Screwdriver Palm Bay Strawberry Pineapple Bacardi Breezer Tropical Orange Smoothie 4 x x 355 Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Value Add Diageo Canada Inc. Y Y Y Y Y Y LTO 1000 LTO Mark Anthony Brands Bacardi Canada Inc. Y Y Y Y Y Y Y Y Y Y Y Y 106 Promotional Turn 1

101 Community Shelf Extenders Community Shelf Extenders Location LCBO# Description Size (ml) Support Program C1: Community Extender Prince Igor Vodka (P.E.T) 1140 BAM C2: Community Extender Canadian Club Premium 1140 Value Add Agent Forty Creek Distillery Ltd Beam Global Canada C3: Community Extender Pelee Island Merlot 750 LTO Pelee Island Winery C4: Community Extender Masi Costasera Amarone Classico Doc 750 LTO C5: Community Extender Lindemans Bin 65 Chardonnay 750 LTO Authentic Wine & Spirits Merchants Treasury Wine Estates C6: Community Extender Silent Sam Vodka 750 BAM Diageo Canada Inc. C7: Community Extender Sour Puss Raspberry Liquor 1140 LTO C8: Community Extender Canadian Club Sherry Cask 750 LTO C9: Community Extender The Underdog Wine Red VQA 750 LTO C10: Community Extender Bouchard Pere & Fils Macon- Lugny St-Pierre 750 LTO Corby Distilleries Limited Beam Global Canada Mark Anthony Brands Woodman Wines & Spirits Marketing & Product Guide - Think Fresh This Spring 107

102 Discovery & Green Extenders Discovery Shelf Extenders Location LCBO# Description Green Shelf Extender Size (ml) Support Program Agent D1: Discovery Wines Strewn Gewurztraminer VQA 750 LTO Dionysus Wines D2: Discovery Wines Moselland Bernkasteler Kurfurstlay Riesling 750 LTO Dionysus Wines D3: Discovery Wines Kwv Cafe Culture Pinotage 750 BAM Diageo Canada Inc. D4: Discovery BSM Hop City Barking Squirrel Lager D5: Discovery BSM Windhoek Lager 473 LTO 6 x 330 LTO The Premium Beer Company Inc. Diageo Canada Inc. D6: Discovery BSM Bacardi Oakheart & Cola 473 LTO Bacardi Canada Inc. D7: Discovery Spirits Seve By Gautier 500 LTO Eurovintage International Inc D8: Discovery Spirits Citadelle Gin 750 LTO The Kirkwood Group D9: Discovery Spirits Mackmyra The First Edition 700 BAM Roland And Russell Location LCBO# Description G1: Green Extender Adobe Reserva Sauvignon Blanc Organic Size (ml) Support Program Agent 750 LTO, FSI PMA Canada Ltd. 108 Promotional Turn 1

103 IMAGE Shelf Talkers LCBO# Description Size (ml) Agent Mill Street Stock Ale 6 x 341 Trillium Beverage Inc Mill Street Tankhouse Ale 6 x 341 Trillium Beverage Inc Taylor Fladgate Late Bottled Vintage Port 750 Sylvestre Wines & Spirits Inc Malibu Tropical Banana Rum Liquor 750 Corby Distilleries Limited Smokehead Islay Single Malt Scotch Whisky 750 The Kirkwood Group Mill Street Belgian Wit 6 x 341 Trillium Beverage Inc Fuzion Shiraz Malbec 750 Dionysus Wines Mill Street Organic Lager 6 x 341 Trillium Beverage Inc Raynal Napoleon VSOP 750 PMA Canada Ltd Fuzion Chenin Blanc Chardonnay 750 Dionysus Wines Creemore Springs Kellerbier 473 Creemore Springs Brewery Ltd Campo Viejo Reserva 750 Corby Distilleries Limited James Ready x 473 The Premium Beer Company Inc The Lucky Country Shiraz 750 B And W Wines Colio Extra Dry White 1500 Colio Estate Wines Mill Street Lemon Tea 473 Trillium Beverage Inc Jacob's Creek Chardonnay Pinot Noir Sparkling 750 Corby Distilleries Limited Stone Dwellers Cabernet Sauvignon 750 Von Terra Enterprises Ltd Graffigna Centenario Reserve Malbec 750 Corby Distilleries Limited Mill Street Organic Lager 473 Trillium Beverage Inc Tennent's Export Lager 500 The Premium Beer Company Inc Hungaria Sauvignon Blanc 750 Sylvestre Wines & Spirits Inc Brancott Letter Series B Sauvignon Blanc 750 Corby Distilleries Limited Mill Street Cobblestone Stout 440 Trillium Beverage Inc Hungarovin Debroi Cuvee 750 Sylvestre Wines & Spirits Inc Warsteiner Premium Lager 500 North American Craft Agency Paulaner Hefe-Weissbier 6 x 330 The Premium Beer Company Inc Moosehead Lager 6 x 341 The Premium Beer Company Inc. Marketing & Product Guide - Think Fresh This Spring 109

104 Limited Time Offers LCBO# Case Conversion# Description Size (ml) LTO Display Program 828 Folonari Valpolicella Doc 750 $1.00 End Aisle 2691 Tanqueray Dry Gin 750 $1.30 Shelf Extender 4606 Vodka Mudshake - French Vanilla 4 x 270 $ Kronenbourg x 330 $ Forty Creek Barrel Select Whisky 1750 $2.00 Shelf Extender Moselland Bernkasteler Kurfurstlay Riesling 750 $1.00 Discovery Extender Fazi Battaglia Verdic Dei Castelli Di Jesi 750 $1.00 End Aisle Patron Silver Tequila 750 $5.00 End Aisle Bouchard Pere & Fils Macon-Lugny St-Pierre 750 $1.50 Comm. Extender Dan Aykroyd Cabernet Merlot VQA 750 $2.00 End Aisle, FSI Red Guitar Old Vine Tempranillo Garnacha 750 $1.50 Mini Thematic Bulleit Bourbon Frontier Whiskey 750 $2.00 Shelf Extender Mount Gay Eclipse 750 $ Strewn Gewurztraminer VQA 750 $1.00 Discovery Extender Castillo De Monseran Garnacha 750 $1.00 Mini Thematic Tuborg Green Beer 500 $ Bacardi Breezer Tropical Orange Smoothie 1000 $1.00 Shelf Extender Pasqua Soave Doc 1500 $ Girls Night Out Chardonnay VQA 750 $ Wiser's Small Batch Whisky 750 $3.00 Shelf Extender Cavit Collection Pinot Grigio Delle Venez Igt 750 $1.50 Shelf Extender Century Reserve Lot Whisky 750 $2.00 Shelf Extender Jacob's Creek Shiraz/Cabernet 750 $1.30 End Aisle Rosemount Pinot Grigio 750 $2.00 End Aisle Crown Royal 1750 $ Fuzion Organic Malbec Cabernet 750 $1.00 Shelf Extender Russian Standard Vodka 750 $ Lindemans Bin 65 Chardonnay 750 $1.00 Comm. Extender Sauza Hornitos Reposado Tequila 750 $2.00 Shelf Extender Pelee Island Lighthouse Riesling VQA 750 $1.00 Shelf Extender Czechvar Premium Lager 500 $ Rickard's Original White 473 $ Amsterdam Blonde 6 x 355 $ Diva Semillon-Sauvignon Blanc VQA 750 $ Hob Nob Pinot Noir 750 $1.00 End Aisle, FSI James Oatley Tic Tok Chardonnay 750 $2.00 Shelf Extender Wyndham Estate Bin 555 Shiraz 750 $1.50 Shelf Extender Pknt Cabernet Sauvignon 750 $1.00 Shelf Extender Fresh Sauvignon Blanc Chardonnay VQA 750 $2.00 End Aisle Canadian Club Sherry Cask 750 $2.00 Comm. Extender Appleton Estate Reserve Jamaica Rum 750 $ Promotional Turn 1

105 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Palm Bay Strawberry Pineapple 6 x 355 $0.50 Shelf Extender Fifth Leg Semillon Sauv Blanc 750 $2.00 End Aisle McWilliam's Handwood Estate Moscato 750 $ Bees Merlot VQA 750 $1.00 End Aisle, Wine Fridge A Codorniu Brut Clasico Sparkling 750 $1.50 End Aisle Gibson's Finest 12 Year Old 1140 $ Pelee Island Gamay Noir/Zweigelt VQA 750 $1.00 Shelf Extender Absolut Vodka 1750 $ Havana Club Anejo Reserva 1140 $ Canadian Club Reserve 1140 $ House Wine Co. Riesling Pinot Grigio VQA 750 $1.00 End Aisle Peter Lehmann Weighbridge Shiraz 750 $1.50 Shelf Extender Amrut Fusion Single Malt Whisky 700 $ Appleton Estate V/X 1140 $2.00 Shelf Extender Open Sparkling VQA 750 $2.00 End Aisle Stolichnaya Vodka 1140 $ Brugal Anejo 750 $ Cruzan 9 Spiced Rum 750 $ Silver Tequila 750 $2.50 End Aisle, FSI Beaujolais Fun 750 $1.00 Shelf Extender Yellow Tail Bubbles 750 $1.00 End Aisle Stlto Merlot-Malbec 750 $ Molson M 473 $ Cave Spring Riesling Dry VQA 750 $1.00 Shelf Extender Sawmill Creek Dry White 1500 $ Saint Clair Vicar's Choice Sauvignon Blanc 750 $2.00 End Aisle Santa Julia Uno Extra Brut Sparkling 4 x 187 ml 748 $1.00 Shelf Extender The People's Wine Pinot Gris 750 $1.00 End Aisle Vina Zaco Tempranillo Rioja 750 $2.00 Mini Thematic Collingwood 750 $2.00 End Aisle, FSI Avion Tequila Silver 750 $5.00 Shelf Extender The Underdog Wine Red VQA 750 $1.00 Comm. Extender Southbrook Organic Red Connect VQA 750 $1.50 Shelf Extender Wolf Blass Yellow Label Cabernet Sauvignon 750 $2.00 Shelf Extender Malibu Black Coconut Flavoured Rum 750 $ Angel Nero D'Avola Organic Giorgio & Gianni 750 $1.00 End Aisle Revel Stoke Spiced Whisky 750 $2.00 Shelf Extender Old Sam Rum 750 $ Four Roses Small Batch Bourbon 750 $2.00 End Aisle Spicebox 750 $1.00 End Aisle, FSI Marketing & Product Guide - Think Fresh This Spring 111

106 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Hollandia Lager Beer 500 $ Megalomaniac Homegrown Red VQA 750 $1.00 Shelf Extender Peninsula Ridge Cabernet Merlot VQA 750 $1.00 End Aisle Waterloo Premium Amber 473 $ La Vieille Ferme Cotes Du Ventoux 750 $1.00 Shelf Extender Adobe Reserva Sauvignon Blanc Organic 750 $1.00 Green Extender, FSI Hop City Barking Squirrel Lager (W) 473 $0.15 Discovery Extender Voga Moscato Frizzante Igt 750 $1.00 End Aisle Bacardi Oakheart Spiced Rum 750 $3.00 Shelf Extender Rocca Delle Macie Chianti Vernaiolo Docg 750 $2.00 Shelf Extender Freixenet Mia White 750 $1.00 Mini Thematic Skinnygirl Sangria 750 $ La Posta Cocina Tinto Blend 750 $1.50 End Aisle Jackson-Triggs Merlot Cask 4000 $ Jackson-Triggs Sauvignon Blanc Cask 4000 $ Las Mulas Organic Sauvignon Blanc Reserve 750 $1.00 End Aisle Double Cross Vodka 750 $ Three Olives Cake 750 $1.00 Shelf Extender Canadian Club & Cola Mixed 473 $ Mike's Hard Black Cherry 4 x 330 $ Bacardi Oakheart & Cola 473 $0.25 Discovery Extender Phillips Vanilla Ripple Schnapps 750 $2.00 Shelf Extender Citadelle Gin 750 $3.00 Discovery Extender Uv Cake Vodka 750 $ White House Wine Co. Vidal Moscato VQA 750 $1.00 End Aisle Wells Banana Bread Beer 500 $ Wild Turkey 81 Proof Kentucky Straight Bourbon 750 $2.00 FSI Jaw Drop Sucking Lemons 473 $ Skinnygrape Pinot Grigio 750 $2.00 FSI Skinnygrape Chardonnay 750 $2.00 POD Coors Light Iced T 473 $0.20 Shelf Extender Captain Morgan Silver Spiced Rum 750 $1.00 End Aisle Captain Morgan Black Spiced Rum 750 $1.50 End Aisle, FSI Forty Creek Copper Pot Reserve 750 $2.00 End Aisle, FSI Revolution Red 750 $1.00 FSI Wiser's Spiced Vanilla Canadian Whisky 750 $2.00 End Aisle, FSI The Wolftrap Vignier Chenin Blanc Grenache Blanc 750 $1.00 End Aisle Paul Mas Estate Cabernet Sauvignon Merlot 750 $2.00 Shelf Extender Moosehead Cracked Canoe 473 $ Alberta Premium Dark Horse Whisky 750 $2.00 End Aisle, FSI Mezzacorona Pinot Grigio Trentino Igt 750 $1.00 End Aisle 112 Promotional Turn 1

107 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Vinology Red VQA 750 $ Shock Top 473 $0.15 Shelf Extender Samuel Adams Boston Lager 6 x 355 $1.00 Shelf Extender Leblon Cachaca 700 $ Skinnygirl Red Wine 750 $1.00 POD, FSI Skinnygirl White Wine 750 $1.00 POD Hacker Pschorr Munich Gold Lager 500 $ Canadian Club Classic 1140 $ Canadian Club Reserve 1140 $ Crown Royal Maple Finished 750 $1.00 End Aisle, FSI Three Olives Smores Vodka 750 $1.00 End Aisle Seve By Gautier 500 $3.00 Discovery Extender Skinnygirl Tangerine Vodka 750 $1.00 POD Pinnacle Red Liquorice 750 $1.00 End Aisle, FSI Masi Costasera Amarone Classico Doc 750 $2.00 Comm. Extender The Kraken Black Spiced Rum 1140 $ Bacardi Red Grapefruit Jus 4 x 355 $ Bacardi Cranberry Pom Jus 4 x 355 $1.50 End Aisle, FSI Papidoux Calvados 700 $3.00 Shelf Extender Gran Centenario Reposado 750 $4.00 End Aisle Skinnygirl White Cherry Vodka 750 $1.00 POD 1, FSI Voli Light Vodka - Lemon 750 $1.00 POD Voli Light Vodka - Espresso Vanilla 750 $1.00 POD 2, FSI Hop City Big Mouth Pale Ale 473 $0.15 Shelf Extender Knob Creek Bourbon 750 $3.00 End Aisle Windhoek Lager 6 x 330 $ Jackson-Triggs Cabernet Sauv 1500 $ Black Tower Rivaner 1500 $2.00 Shelf Extender Cono Sur Bicicleta Pinot Noir 750 $1.00 End Aisle Sawmill Creek Merlot 1500 $ Jackson-Triggs Merlot 750 $1.00 Popular Pick Pelee Island Monarch Vidal VQA 750 $1.00 Shelf Extender Skyy Vodka 750 $ Henry Of Pelham Sauvignon Blanc VQA 750 $1.00 End Aisle Pelee Island Cabernet Franc VQA 750 $1.00 Shelf Extender Fireball Whisky Shooter 750 $2.00 Shelf Extender Ketel One Vodka 750 $ Alvar Pinot Noir VQA 750 $ Strewn Gewurztraminer/Riesling VQA 750 $1.00 End Aisle Pelee Island Merlot 750 $1.00 Comm. Extender J&F Lurton Les Fumees Blanches Sauv Bl Vdp 750 $1.00 End Aisle Folonari Valpolicella Ripasso Classico Doc 750 $2.00 End Aisle Marketing & Product Guide - Think Fresh This Spring 113

108 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Lowenbrau Original 500 $ Masi Modello Delle Venezie Rosso Igt 750 $1.00 Shelf Extender Tiger Beer 500 $ Rev PET 4 x 330 $ YO Elijah Craig Kentucky Bourbon (Heaven H 750 $4.00 End Aisle Guinness Draught 8 x 440 $ Mount Gay Rum Extra Old 750 $ EastDell Rose VQA 750 $1.00 Shelf Extender Masi Modello Delle Venezie Bianco Igt 750 $1.00 End Aisle Reif Estate Cabernet/Merlot VQA 750 $ French Cross Dry White Cask 4000 $ Slava Ultra Premium Vodka 750 $ Pravda Vodka 750 $ Cc Classic...See# $2.50 Shelf Extender Sour Puss Raspberry Liquor 1140 $2.00 Comm. Extender Osborne Solaz Tempranillo Cabernet Sauvignon 750 $1.00 Mini Thematic Moosehead Lager 473 $0.15 Shelf Extender Hoya De Cadenas Reserva 750 $1.00 Mini Thematic Jackson-Triggs Pinot Grigio 750 $1.00 End Aisle Yellow Tail Cabernet Sauvignon 750 $1.00 Shelf Extender Carolans Irish Cream 1140 $3.00 Shelf Extender Mott's Clamato Caesar Original 12 x 355 $ Havana Club Anejo Blanco 750 $ Naked Grape Chardonnay 750 $ Voga Pinot Grigio Igt 750 $1.00 End Aisle French Cross Shiraz 1500 $ French Cross Pinot Grigio Cask 4000 $ Radeberger Pilsner 500 $ Lech Beer 500 $ Sleeman Honey Brown Lager 6 x 341 $ Goats Do Roam Red 750 $1.00 Shelf Extender Coors Light 6 x 355 $ Pabst Blue Ribbon 6 x 355 $ Promotional Turn 1

109 Value Added Program Warehouse Applied LCBO# Case Conversion# Description Size (ml) VA Approved 935 Captain Morgan White Rum VA Mother Carton# 750 Goldschlager 50 ml Small Cask Brandy 1140 Forty Creek Barrel Select 50 ml Alberta Premium (P.E.T) 1750 CC Classic 2 x 50 ml Gibson's Finest Sterling Edition 1140 Gibson's 12YO 50 ml Banff Ice Vodka 1750 Cruzan 2 x 50 ml Forty Creek Barrel Select Whisky 1140 Forty Creek DOuble Barrel 50 ml Marketing & Product Guide - Think Fresh This Spring 115

110 Value Added Program Sales Representative Applied LCBO# Case Conversion# Description Size (ml) VA Approved 18 Heineken Lager 6 x oz Glassware 117 Bacardi Superior 750 Bacardi Oakheart 50 ml 414 Pama Pomegranate Liquor 750 Hpnotiq 50 ml 620 McGuinness Silk Tassel 750 Fireball 50 ml 935 Captain Morgan White Rum 750 Goldschlager 50 ml 1206 Bacardi Gold Rum 750 Bacardi Oakheart 50 ml 1339 De Kuyper Geneva Gin 750 Fireball 50 ml 1487 Crown Royal 750 Glass with Stick Small Cask Brandy 1140 Forty Creek Barrel Select 50 ml Jim Beam White Label Bourbon 750 Devil's Cut 50 ml Smirnoff Ice 4 x 330 Bottle Opener The Famous Grouse 750 Black Grouse 50 ml Alberta Premium (P.E.T) 1750 CC Classic 2 x 50 ml Cono Sur Bicicleta Viognier 750 Re-usable Shopping Bag Cono Sur Bicicleta Shiraz 750 Re-usable Shopping Bag Hpnotiq Liquor 200 Branded Lip Gloss Leffe Blonde 6 x 330 Branded Cheese Marker Grey Goose Vodka 750 Golf Balls Wiser's Special Blend (P.E.T) 1750 Wiser's DeLuxe 2 x 50 ml Hpnotiq Liquor 375 Pama 50 ml Proof Whisky 500 Pour Spout Gibson's Finest Sterling Edition 1140 Gibson's 12YO 50 ml Captain Morgan Spiced Rum 1140 Crown Royal 50 ml Canadian Club Premium 1140 CC Dock 57 Spiced 50 ml Johnnie Walker Black Label 1140 Johnnie Walker Cuff Links Stolichnaya Vodka 750 Ice Cube Tray Lucid Absinthe Superieure 750 Absinthe Spoon Hiram Walker Special Old Rye Whisky Pet 1140 Wiser's DeLuxe 50 ml McGuinness Margarita Fireball 50 ml Polar Ice Vodka 1140 Wiser's DeLuxe 50 ml Dr. McGillicuddy's Lemon Drop Schnapps 750 Fireball 50 ml Luksusowa Vodka 750 Branded glassware Silent Sam Vodka 1140 Goldschlager 50 ml Sobieski Vodka Shot Glass Dekuyper Peachtree 750 Fireball 50 ml Smirnoff Premium Mixed Drinks - Orange Screwdriver 4 x 330 iphone case Yankee Jim Silver Reserve 6 x 473 Cooler bag 116 Promotional Turn 1

111 Value Added Program Sales Representative Applied continued LCBO# Case Conversion# Description Size (ml) VA Approved Dr. McGillicuddy's Peach Schnapps 750 Fireball 50 ml Bombay Sapphire London Dry 750 Cazadores 50 ml McGuinness Blueberry Pancake Liqueur 750 Polar Ice Vodka 50 ml McGuinness Glazed Donut Liqueur 750 Polar Ice Vodka 50 ml McGuinness Whipped Cream Liqueur 750 Polar Ice Vodka 50 ml Islay Mist Scotch 8 Year Old 750 Grand Macnish 50 ml Jose Cuervo Especial Gold Tequila 1750 Jose Cuervo Silver 2 x 50 ml Banff Ice Vodka 1750 Cruzan 2 x 50 ml Stella Artois 6 x 330 Branded Cheese Marker Hoegaarden 6 x 330 Branded Cheese Marker Forty Creek Barrel Select Whisky 1140 Forty Creek Double Barrel 50 ml Yankee Jim Ice 6 x 355 Cooler Bag Bavaria Holland Beer 6 x 500 Cooler Bag Seagram Orange Cream Swirl 4 x ml can Iced Lemon Tea Marketing & Product Guide - Think Fresh This Spring 117

112 Bonus AIR MILES Reward Miles LCBO# Case Conversion# Description Size (ml) Display Program BAM 42 Canadian Club Premium Smirnoff Vodka Szekszardi Voros Kekfrankos Jaszberenyi Rizling Wiser's DeLuxe Mouton Cadet Rouge Lamb's Navy Rum Captain Morgan Dark Rum Disaronno Amaretto Sauza Silver Silent Sam Vodka 750 Comm. Extender Wyborowa Vodka Bell's Original Scotch Whisky Prince Igor Vodka (P.E.T) 1140 Comm. Extender Gaston De Lagrange VS Sogrape Grao Vasco Dao French Cross Cab Merlot Crtn Kwv Chenin Blanc Flat Roof Manor Pinot Grigio Fat Bastard Cabernet Sauvignon Vdp Chateau Timberlay Smirnoff Vodka (P.E.T.) Fuller's London Porter Canada Gold Whisky Prince Igor Extreme Vodka Chateau Des Charmes White Label Cabernet VQA Chateau Des Charmes White Label Chard VQA Isle Of Jura Superstition Single Malt Robert Mondavi Woodbridge Sauvignon Blanc Bacardi Superior Forty Creek Barrel Select Alberta Pure Vodka (P.E.T) Latour Chardonnay XOXO Pinot Grigio/Chardonnay Small Cask Brandy (P.E.T) Eastdell Pinot Grigio VQA Gnarly Head Cabernet Sauvignon Carlsberg 6 x Dan Aykroyd Sauvignon Blanc VQA Promotional Turn 1

113 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Alberta Pure Vodka Pet Jacob's Creek Reserve Cabernet Sauvignon Royal Reserve Pet Canadian Club Premium (Pet) Fuller's Extra Special Bitter Reif Vidal VQA Russian Prince (P.E.T) Fish Hoek Sauvignon Blanc Smirnoff Vodka Pet 1.14l 1140 Shelf Extender Russian Standard Vodka Still Waters Single Malt Vodka Open Merlot VQA Cusumano Nero D'Avola 750 Shelf Extender Mezzomondo Sparkling Rose Farnese Negroamaro Bodegas Castano La Casona Mona 750 Mini Thematic Peroni Nastro Azzurro Montecillo Crianza La Rioja 750 Mini Thematic Family Series Cabernet Sauvignon Vqa Mission Hill Sauvignon Blanc VQA Five Vineyds Mission Hill Cabernet Merlot VQA Five Vineyds Inniskillin Riesling Pinot Grigio VQA Cusumano Syrah Igt Chateau Saint-Germain Alianca Bairrada Reserva Sangalhos Misterio Cabernet Sauvignon Grooner Gruner Veltliner Casa Lapostolle Carmenere Sir Perry Berry Funf 5 German Riesling Montgras Carmenere Reserva Tilia Torrontes James Oatley Tic Tok Cabernet Sauvignon Fielding Red Conception VQA Prince Igor Vodka (P.E.T) Colle Secco Montepuciano D'Abruzzo Okocim Mocne Konzelmann Chardonnay VQA Gatao Vinho Verde Marketing & Product Guide - Think Fresh This Spring 119

114 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM D'Eaubonne VSOP Napoleon Brandy Absolut Elyx 750 Shelf Extender Russian Standard Original Underberg Bitters Mini 3 x Black Tower Rivaner El Dorado 5 Year Old Rum Cattos Rare Blended Scotch Alberta Premium Grant's Family Reserve Two Oceans Sparkling Sauvignon Blanc Smirnoff Vodka Seagrams V.O Mumm Cuvee Napa Brut Prestige J & B Rare South Cabernet Sauvignon Merlot Organic Dois Amigos Tinto Red Kawin Cabernet Sauvignon Juan Gil Gos Monastrell Finca La Linda Syrah Finca La Linda Merlot Seagrams 83 (P.E.T) Beso De Vino Seleccion Do Carinena 750 Mini Thematic Torres Infinite Stlto Chardonnay Art De Vivre Cabernet Sauvignon 750 Shelf Extender Great Lakes Crazy Canuck Pale Ale Beronia Tempranillo Rioja 750 Mini Thematic Antoine Moueix Merlot Bordeaux Hacker Pschorr Weisse Bier Sortilege 750 Shelf Extender B & G Partager Cabernet Sauvignon Umberto Fiore Barbaresco Docg Pilsner Urquell Veedha Doc Douro Red Robert Mondavi Woodbridge Sauvignon Blanc Sangster's Orig. Jamaica Rum Cream Liqueur Mackmyra The First Edition 700 Discovery Extender Henkell Rose Piccolo 3 x Promotional Turn 1

115 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Jacob's Creek Reserve Chardonnay Adelaide Hills Mathilde Pear Olmeca Altos Reposado Devil's Cut Pezoules Cabernet Sauvignon G. Marquis The Red Line Pinot Grigio VQA Cavit Collection Moscato Pavia Igt Movendo Moscato Bertani Collezione Valpolicella Union Noir VQA Sica Baron De Hoen Pinot Gris Reserve 750 Shelf Extender Skinnygirl White Cranberry Cosmo 750 End Aisle Hops & Robbers IPA Masi Valpolicella Doc Bacalhoa Jp Red Clean Slate Riesling Qualitatswein Mosel Boneshaker IPA 6 x Project Paso Cabernet Sauvignon Villa Wolf Pinot Noir Pfalz Kwv Cafe Culture Pinotage 750 Discovery Extender Volcanes Summit Reserva Cabernet Sauvignon Merlot Antonin Rodet Syrah Concilio Merlot Trentino Doc Domaine Du Petit Clocher Cabernet Franc Anjou Spearhead Hawaiian Style Pale Ale 6 x Skinnygirl Margarita French Cross Chardonnay Errazuriz Estate Merlot Skinnygirl White Peach Margarita 750 End Aisle Cave Red VQA Cave Springs 750 End Aisle, FSI Cave White VQA Cave Springs 750 Shelf Extender Bols Blue Curacao Pepperwood Grove Old Vine Zinfandel Taylor Fladgate First Estate Port Three Olives Burst 750 Hero French Cross Red Tsantali Makedonikos Dry Red Prince Igor Vodka Marketing & Product Guide - Think Fresh This Spring 121

116 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Alexander Keith s Cascade Hop Ale 473 End Aisle Alexander Keith s Hallertauer Hope Ale 473 End Aisle Molson Canadian Wheat Lake Of Bays Spring Maple Belgian Blonde 750 End Aisle 3 Ale Seagram Cider Sampler 6 x Black Tower Rivaner 750 Shelf Extender Yvon Mau Merlot Vdp 750 Shelf Extender Pillitteri Gewurztraminer/Riesling VQA Pillitteri Cabernet/Merlot VQA Banff Ice Vodka Pierre Sparr Gewurztraminer Robert Mondavi Private Selection Chardonnay Sawmill Creek Autumn Blush Iceberg Vodka 750 Shelf Extender Belvedere Vodka 750 Shelf Extender Pasqua Sangiovese Di Puglia Moet & Chandon Imperial Champagne 750 Shelf Extender Alberta Springs Sogrape Vila Regia Robert Mondavi Woodbridge Merlot Kronenbourg Jackson-Triggs Black Series Chardonnay VQA Pasqua Pinot Grigio Chardonnay Delle Venezie Kittling Ridge White Zinfandel/Vidal Ogier Heritages Cotes Du Rhone Strongbow Cider Farnese Chardonnay 750 Wine Fridge A Ogier Cotes Du Ventoux Cesari Merlot Delle Venezie Chivas Regal 18 Year Old Mount Gay Eclipse Gato Negro Merlot Family Series Chardonnay VQA Peller Estates Argento Chardonnay Angus The Bull Cabernet Sauvignon Grey Goose Vodka 1750 End Aisle Promotional Turn 1

117 Bundled Bonus AIR MILES Reward Miles LCBO# Case Conversion# Description Size (ml) Display Program BAM Prince Igor Extreme Vodka 750 Shelf Extender Patron Xo Cafe Tequila Liqueur Bolivar Coffee Liqueur Eastdell Pinot Noir VQA Montalto Nero D'Avola Cabernet Sauvignon Casal Thaulero Merlot/Cabernet Sauvignon Inniskillin Cabernet Merlot VQA King Dark Lager 6x 341 Shelf Extender 4 Marketing & Product Guide - Think Fresh This Spring 123

118 Bundled Bonus AIR MILES Reward Miles Continued BBAM Option LCBO# Description Size (ml) BAM BBAM Amount Sleeman Honey Brown Lager Sleeman Cream Ale Somersby Apple Cider Skinnygirl White Cranberry Cosmo Skinnygirl Margarita Skinnygirl White Peach Margarita Option 1 - Buy the two listed products at the same time and receive the Bundled Bonus AIR MILES Option 2 - Buy two of the same listed product and receive the Bundled Bonus AIR MILES Option 3 - Buy three of the same listed product and receive the Bundled Bonus AIR MILES Option 4 - Buy two of the three listed products and receive the Bundled Bonus AIR MILES Total BAM 124 Promotional Turn 1

119 Necktags LCBO# Case Conversion Description Size (ml) NT Approved 6502 Cointreau 750 Classic Cocktail Soho Lychee Liqueur 750 Recipe Absolut Mango Vodka 750 Recipe Carmen Reserva Cabernet Sauvignon 750 Explore to Discover Sweeps - Win a Mountain Bike Contest Metaxa Seven Star 750 New Metaxa Cocktails Carmen Reserva Carmenere The Glenlivet 12YO Single Malt Scotch Whisky 1140 Contest Explore to Discover Sweeps - Win a Mountain Bike Contest Southbrook Organic White Connect VQA 750 Winery of the Year Sacred Hill Pinot Noir Marlborough 750 Accolade Compass Box Great King Street 'Artist's Blend' 750 Whisky Blend of the Year - Whisky Advocate Lucky Penny Red 750 Lucky Penny NEW! Lucky Penny White 750 Lucky Penny NEW! Smirnoff Kissed Caramel 750 New Recipe Sotol Hacienda De Chihuahua Plata 750 Organic/Sotol Highlight Gustave Lorentz Riesling Cuvee Amethyste Carmen Gran Reserva Cabernet Ontario Headwaters Institute Explore to Discover Sweeps - Win a Mountain Bike Contest Metaxa 5 Star 750 New Metaxa Cocktails E&J VSOP Brandy 750 Mixed Drink Cocktail Booklet Piper Heidsieck Brut Champagne 750 New Accolade Bodega Norton Cabernet Sauvignon 750 Winemaker of the Year Marketing & Product Guide - Think Fresh This Spring 125

120 Display Table Merchandising 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.

121 Merchandising Display Tables Display Table Themes The Nesting Table Map is used for all of the Nesting Table Layouts. The products have been selected by Category Management and arranged by Visual Merchandising according to the like-with-like and colour/size/type principles to accomplish a balanced, easy-to-shop display. Please merchandise the tables according to the themes provided. These themes have been selected to integrate with the Promotional Theme and to maximize sales potential. Product Orders Example of colour, size, type Example of like with like For each Nesting Table, please order two or three cases of each of the participating products. For each Promo Table, please order two 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. 128 Promotional Turn 1

122 Nesting Table Baskets Product Placement Too many facings of the same product will make the display seem cluttered, dulling the impact of the products being promoted. By following the basic principle of like product with like product, you will accomplish a themed, fully stocked and customer friendly fixture. Remember to consider the colour, size and type when building your display. Placing complementary colours next to each other also enhances the look of the display. Items on the Display Tables should not compete with each other. 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. Example of basket with sign Marketing & Product Guide - Think Fresh This Spring 129