PT12 MARKETING & PRODUCT GUIDE PT12: FEBRUARY 2, 2014 MARCH 1, 2014 TRADE COPY ONLY. End Aisles Brochure 07 New Category Signs 08 Olympic Blockpile 25

Transcription

1 MARKETING & PRODUCT GUIDE PT12 PT12: FEBRUARY 2, 2014 MARCH 1, 2014 End Aisles Brochure 07 New Category Signs 08 Olympic Blockpile 25

2 Marketing & Product Guide Goals of the Promotion 03 Music CD 05 Promotional Sign Gallery 06 End Aisle Brochures 07 New Category Signs 08 POD Displays 20 Olympic Blockpile 25 Advertising 27 Mini-Thematic 33 Winter Wines Program 37 Signature Collection 39 Social Responsibility In-store Signage 43 Exterior Springer Sign 49 Shopping Cart Signs 51 Front End Merchandiser 53 Wine Fridge 59 Gift Packaging 67 Seasonal & New Product Fixture Program 73 Special Promotions Fixture 77 Ontario Wines Programs 79 Beer Programs 89 Ontario Craft Beer End Aisle 90 Brewery Spotlight 91 Craft Beer Program 92 Ontario Craft Beer (Quarterly Program) 93 Vintages Superstars 95 Vintages BAM & LTO Signage 97 FOOD & DRINK 99 Participating Stores 101 Sold Space Programs 109 Display Table Guidelines 135 Brand Hi Lite Note 148

3 Thematic Promotion PT12 JOIE DE VIN FEBRUARY 2, MARCH 1, 2014 As one of the oldest wine regions in Europe, France continues to be the top wine producing country in the world. Customers find French wines intimidating and hard to shop. The goal for this promotion is to help our customers gain confidence in shopping for French Wines. The key objectives for this thematic are to: 1. Inspire through the modern French lifestyle and all of its aspirational qualities to create a fresh and exciting promotion that provides a fun shopping experience for our customer. 2. Position French wines as diverse, high quality, approachable wines of all styles that deliver strong value for our customer. 3. Educate, demystify and simplify the purchase process by demonstrating the ease of shopping in the category and versatility of the wines. 4. Heighten the profile and excitement for French wines and re-establish it as among the world s top wine producing regions, with a focus on more popular areas such as Bordeaux, Rhone and Burgundy. Staff Engagement: An easy-to-use pocket guide will be provided to help you recommend products to customers. Watch for it in the mailbag.

4 Promotional Signs Component End Aisle Backer Cards Dimensions: 30 w x 24 h Branded Backer Card Generic Backer Card End Aisle Products Re-order Code 1 Bouchard Pere,Gustave/Cocktail Must Haves Pisse-Dru, Bouchard Aine & fils, George Duboeuf/Todays Wine Discovery Grand Sud, Kressman, Yvon Mau/Whisky Lover Anselme La Fiole,Chateauneuf Du Pape Calvaire, Chateau Jonin/Fat Bastard,Capoutier, A De Luze Saint Emilion, Chateau Ducla, Philippe De Rothschild/ No Fuss Cocktails Macon-Lugny St. Pierre, Kressman, Joseph Droulin / Cocktail Must Haves Art de Vivre, Paul Mas, Les Jamelles / Todays Wine Discovery Latour, Louis Jadot, Gilles Louvet / Whisky Lover J.P.Chenet, C;est La Vie, Georges Debeouf / Hob Nob, Les Montgolfiers, Louis Bernard Roche Bastide, Phillipe Rothschild, Fat Bastard / No Fuss Cocktails Albert Bichot, La Vielle, Le Parisien / Cocktail Must Haves Perrier Jouet, Nicolas Feuillatte, Tattinger / Cattier, Moet&Chandon, Piper Hiedsieck Remy Pannier, De Chanuceny / Whisky Lover Bougrier Vouvray, Lodez, Pffaf/ Beer Headquarters Brotte La Fiole, Ogier, Louis Bernard / No Fuss Cocktails Laurent Miguel, La Vielle Ferme, Yvon Mau / Cocktail Must Haves Kressman, Les Jamelles, Yvon Mau / Todays Wine Discovery Louis Jadot, Capoutier, Sica Baron / Whisky Lover Les Coteaux, Chateau Des Arroucats, Fat Bastard / Beer Headquarters Hob Nob, Pierre Sparr, Louis Bernard / No Fuss Cocktails Generic Cocktail Must-Have Generic Today s Wine Discovery / For Whisky Lovers Generic Beer Headquarters / No-Fuss Cocktails Promotional Turn 12 - Joie de Vin

5 Promotional Signs - How to Shop For French Wines Brochure How To Shop For French Wines Brochure We understand that shopping for French wines can be challenging. We have developed a comprehensive brochure on How to Shop For French Wines, that will be made available to customers on End Aisle and in section. Here we encourage customers to shop by region, shop by varietal and shop by wine style. Participating Stores All stores Key Dates Ship Date: January 27, 2014 Start Date: February 2, 2014 Take Down Date: March 2, 2014 End Aisle Display Merchandising Instructions Brochure: The brochures are to be merchandised on all End Aisles and in section in the wire brochure holders. Replenishment is key and we need your support to ensure that this take-away is available to customers at all times Please re-stock the take-away throughout the promotion. Re-order code: Perpendicular Shelf Talker: Install the Perpendicular Shelf Talker in section beside the brochure holder. Re-order# DMS Brochure Re-order# In-Section Display Perpendicular Shelf Talker (Front / Back) Re-order# DMS Marketing & Product Guide 7

6 Promotional Signs Category Signs New Category Signs (Bilingual) In an effort to alleviate the confusion when shopping the French Wines section, we have created new permanent category signs for the section. These signs will provide customers with simple conversions of how various French regions translate in terms of varietal for Bordeaux, Burgundy, Loire, Alsace and Rhone. These signs will be printed English/Bilingual. The regions vs. Varietal classifications can be found below, as well as re-order codes. Participating Stores All stores Key Dates Ship Date: January 27, 2014 Start Date: February 2, 2014 Take down: This is a permanent operational signage change. Merchandising Instructions Remove existing France and/or Region specific category sign and replace with appropriate category sign provided. NOTE: Please recycle the signs you don t need and re-order more signs for larger French Wine section. 8 Promotional Turn 12 - Joie de Vin

7 Promotional Signs - Category Signs New Category Signs (Bilingual) Category Sign Re-order# Image ALSACE BORDEAUX (RED) BORDEAUX (WHITE) BORDEAUX (RED/WHITE) BURGUNDY (RED) BURGUNDY (WHITE) BURGUNDY (RED/WHITE) LOIRE RHÔNE PGON002 PGON011 PGON012 PGON013 PGON018 PGON019 PGON017 PGON197 PGON247 Marketing & Product Guide 9

8 Promotional Signs Component Where to install sign Re-order Code Images Exterior Banners (DOMINANT) Banners: 43 w x 87 h Exterior Banners Banners: 43 w x 87 h Exterior Banners Banners: 43 w x 87 h Exterior on building Promotional Turn 12 - Joie de Vin

9 Promotional Signs Component Where to install sign Re-order Code Images Exterior Transparency (DOMINANT) Transparencies: 28 w x 54 h Exterior Transparency Transparencies: 28 w x 54 h Exterior Transparency Transparencies: 28 w x 54 h Only for stores #452, #528, #568. These are installed by the vendor Marketing & Product Guide 11

10 Promotional Signs Component Where to install sign Re-order Code Images Hero Display Banner Stand Insert Dimensions: 20 w x 70 h Pricer Cards Hero Display Hero Display (2 versions) DMS Dimensions: 8 w x 7 h LCBO# Description Size (ml) B&G Parteger Blanc B&G Parteger Merlot Promotional Turn 12 - Joie de Vin

11 Promotional Signs Component Where to install sign Re-order Code Images Thematic Banner Thematic Banner Stand Stand Insert (store entrance) Dimensions: 20 w x 70 h Beer Fridge Poster Dimensions: 22 3/4 w x 53 3/4 h For Beer Fridge NOTE: This sign is for Store 486 ONLY Marketing & Product Guide 13

12 Promotional Signs Component Where to install sign Re-order Code Images French Show Card Dimensions: 28 w x 45 h English Show Card Dimensions: 28 w x 45 h English Show Card Dimensions: 28 w x 45 h Install in the windows on the hangers. Install in the windows on the hangers. Install in the windows on the hangers Promotional Turn 12 - Joie de Vin

13 Promotional Signs Component Where to install sign Re-order Code Images Power Aisle Banners Dimensions: 45 w x 30 h (Dominant) Power Aisle Banners Dimensions: 45 w x 30 h Tasting Bar Sign Dimensions: 21 15/16 w x 32 9/16 h Over the power aisle, closest to the entrance. Alternate every other one. Install in the frame on the portable Tasting Bar. Some stores will be supplied a backlit sign holder Marketing & Product Guide 15

14 Promotional Signs Perimeter Component Where to install sign Re-order Code Images Perimeter Banner (DOMINANT) Dimensions: 30 w x 30 h Perimeter Banner Dimensions: 30 w x 30 h On the hangers around the periphery of the store. Alternate every other one Promotional Turn 12 - Joie de Vin

15 Promotional Signs Perimeter Component Where to install sign Re-order Code Images Perimeter Transparency Square (DOMINANT) Dimensions: 28.5 w x 28.5 h Perimeter Transparency Square Dimensions: 28.5 w x 28.5 h Perimeter Transparency Square Dimensions: 45.5 w x 28.5 h All transparency signs are vendor installed between February 2-5. If not installed by end of day February 7, please contact hellolcbo Marketing & Product Guide 17

16 Promotional Signs Perimeter Component Where to install sign Re-order Code Images Perimeter Transparency Horizontal Dimensions: 45.5 w x 28.5 h Perimeter Transparency Horizontal Dimensions: 45.5 w x 28.5 h Perimeter Transparency Horizontal Dimensions: 45.5 w x 28.5 h All transparency signs are vendor installed between February 2-5. If not installed by end of day February 7, please contact hellolcbo Promotional Turn 12 - Joie de Vin

17 Promotional Signs Perimeter Component Where to install sign Re-order Code Images Perimeter Transparency Vertical (DOMINANT) Transparencies: 28 w x 54 h Perimeter Transparency Vertical Transparencies: 28 w x 54 h Perimeter Transparency Vertical Transparencies: 28 w x 54 h All transparency signs are vendor installed between February 2-5. If not installed by end of day February 7, please contact hellolcbo Marketing & Product Guide 19

18 Promotional Signs - Pod Program Component Where to install sign Re-order Code Images POD Display #1 CHAMPAGNE Kit includes: POD Display Backers and Pricer Cards LCBO# Description Veuve Clicquot Ponsardin Rose Veuve Clicquot Demi Sec Champagne Veuve Clicquot Brut Champagne POD Display #2 BORDEAUX Kit includes: POD Display Backers and Pricer Cards LCBO# Power Aisle or prominent locations of the store. Veuve Clicquot Brut Champagne (REPEAT) Description 943 Mouton Cadet Rouge 2527 Mouton Cadet Blanc Chateau Timberlay Power Aisle or prominent locations of the store Mouton Cadet Reserve Blanc N FACE PRODUCT N2 N2 CHAMPAGNE BORDEAUX FACE PRODUCT BORDEAUX B A C K E R C A R D B A C K E R C A R D FACE PRODUCT FACE PRODUCT TRAFFIC FLOW FACE PRODUCT B A C K E R C A R D FACE PRODUCT FACE PRODUCT B A C K E R C A R D FACE PRODUCT +943 TRAFFIC FLOW A A TIPS: Match the letters on the corner of the POD Backer 3 A A TIPS: Match the letters on the corner of the POD Backer 20 Promotional Turn 12 - Joie de Vin

19 Promotional Signs - Pod Program Component Where to install sign Re-order Code Images POD Display #3 FRUITY WINES Kit includes: POD Display Backers and Pricer Cards LCBO# Description Joseph Drouhin Cote De Beaune-Villages Les Volets Malbec Moulin De Gassac Merlot Cheval Noir Bordeaux Power Aisle or prominent locations of the store FRUITY POD Riser Wrap Pricer Card FACE PRODUCT B A C K E R C A R D Wrap around the riser width wise only. FACE PRODUCT B A C K E R C A R D FACE PRODUCT FACE PRODUCT TRAFFIC FLOW A A TIPS: Match the letters on the corner of the POD Backer Marketing & Product Guide 21

20 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 Code Image 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 Promotional Turn 12 - Joie de Vin

21 Promotional Signs - On Shelf Signs Location On shelf On shelf On shelf On shelf Cut Cases On shelf On shelf On End Aisles 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 Pre-printed - Thematic 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 (56 versions) Shelf Talkers - 6 x 5 DMS Marketing & Product Guide 23

22 24 Promotional Turn 12 - Joie de Vin

23 Olympic Blockpile Participating Stores 1, 4, 6, 10, 14, 15, 19, 20, 21, 22, 23, 25, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 45, 47, 50, 57, 58, 60, 62, 63, 64, 65, 68, 69, 73, 77, 80, 81, 82, 84, 85, 86, 90, 93, 95, 101, 102, 103, 103, 106, 115, 132, 137, 140, 143, 144, 145, 148, 153, 154, 155, 156, 160, 164, 165, 167, 168, 171, 175, 183, 185, 186, 187, 188, 190, 195, 198, 199, 200, 201, 209, 211, 212, 214, 217, 221, 223, 226, 227, 228, 229, 233, 234, 236, 237, 242, 243, 244, 249, 252, 255, 263, 265, 268, 278, 287, 288, 295, 298, 300, 310, 312, 324, 325, 326, 329, 334, 340, 343, 344, 351, 355, 358, 359, 359, 360, 361, 362, 363, 366, 367, 373, 378, 381, 385, 386, 387, 389, 390, 391, 392, 393, 394, 397, 398, 401, 404, 407, 408, 411, 412, 416, 417, 427, 428, 431, 432, 434, 438, 443, 444, 445, 452, 453, 457, 459, 465, 470, 481, 483, 484, 490, 491, 495, 497, 499, 501, 505, 511, 512, 515, 522, 523, 528, 532, 534, 536, 542, 544, 545, 546, 549, 551, 555, 559, 563, 566, 568, 569, 572, 573, 575, 579, 586, 586, 587, 590, 593, 601, 602, 605, 609, 614, 616, 617, 618, 619, 623, 624, 629, 630, 631, 632, 638, 641, 642, 643, 694, 698, 699, 702, 703, 706, 771, 776

24 Olympic Blockpile Overview With Olympic comes the excitement for sports fans and ordinary people alike to show their national pride. This year, Molson will be offering an LCBO-exclusive, limited edition, Victory Bottle that will be merchandised on an Olympic Blockpile in select stores. Note that this promotion is a sold supplier program and participation is mandatory. NOTE: ALL stores will receive shelf talkers to promote the Molson Victory Bottle insection. However, only the participating stores (page 25) will receive the full blockpile package. Key Dates Install: February 10, 2014 Takedown: March 3, 2014 (or until inventory is depleted) Components Pole Topper Pricer Cards (1 version) Shelf Talkers (1 version) Re-order# DMS Participating Products LCBO Description Molson Canadian Victory Bottle Molson Canadian 6 x 473 ml Components and Merchandising Instructions Build a blockpile display in a prominent location within the store, using the featured products. Insert a pricer card in front of the participating product on the blockpile Insert a shelf talker in front of the participating product in-section. NOTE: More information about this program will be published in the SMi Updates. 26 Promotional Turn 12 - Joie de Vin

25 Advertising Free Standing Insert (FSI) The P12 thematic Free Standing Insert provides customers with an exciting line-up of French popular favourites and new wines. Aimed to offer a more fresh and modern aspect of France, the editorial contains four main features: entertaining, travel, wine & food and education. Customers will get a glimpse into the modernization of Rhone s culture, wine and gastronomy; learn how to become an at-home cheese monger and host a wine & cheese soiree; understand how to cook the new and easy Parisian way with renowned chef J.P. Challet of Toronto s Ici Bistro; and gain access to tools and tips on how to shop for French wines. There are 31 participating products in total, including 4 VINTAGES. Drop Date: February 6 to February 9, 2014 Publications: Globe and Mail (Ontario Edition) St. Catherines Standard Barrie Examiner Toronto Sun Ottawa Sun London Free Press Kingston Whig Standard Guelph Mercury Kitchener Waterloo Record Hamilton Spectator Toronto Star National Post Thunder Bay Chronicle Ottawa Citizen Windsor Star 28 Promotional Turn 12 - Joie de Vin

26 Advertising Free Standing Insert (FSI) The participating products are: LCBO Description Size (ml) Anselme La Fiole Du Pape Chateauneuf Pape Red Remy Pannier Rose D'Anjou Bouchard Pere & Fils Petit Chablis Georges Duboeuf Beaujolais-Villages B & G Partager Blanc Louis Jadot Bourgogne Pinot Noir Hob Nob Pinot Noir La Chablisienne Chablis Hob Nob Chardonnay (V) Chapoutier Belleruche Blanc B & G Partager Merlot Chateau Ducla Bordeaux Superieur Le Parisien Pinot Noir Pays D'Oc Joseph Drouhin Chablis Drouhin Vaudon Gilles Louvet O Pinot Noir Organic Les Jamelles Cabernet Sauvignon Brotte La Fiole Cote Du Rhone L'Evidence Bordeaux Chapoutier Cotes Du Rhone Villages Henry Fessy Moulin-A-Vent Lodez Chardonnay Viognier Roche Bastide Cotes Du Rhone Organic Pfaff Pinot Gris (V) Combe Aux Jacques Beauj-Vill (Jadot) Louis Bernard Cotes Du Rhone Villages Piper Heidsieck Brut Champagne J&F Lurton Les Fumees Blanches Sauv Bl Vdp (V) Vintage Reserve Brut (Veuve Clicquot) Champagne Fat Bastard Shiraz Vdp Lulu B Pinot Noir Vdp (V) Les Ssinards CDPape 750 Marketing & Product Guide 29

27 Advertising Radio We will be advertising this promotion with 30 second radio ads across the GTA, Ottawa and surrounding areas from February 2 to February 22, Run Of Press There will be a series of run of press ads that will appear in publications on Thursday, February 6th, 13th and 20th. Digital Advertising To drive awareness to the promotion and our How to shop for French Wines tools on lcbo.com/joiedevin, we will be including digital ads, e-blasts, mobile and tablet advertising in our media plan. AIR MILES e-blast Three (3) AIR MILES e-blasts will be delivered to existing and potential French wine customers. The dates and their corresponding products and featured recipes are noted below: DATE LCBO# DESCRIPTION BAM OFFER RETAIL February Yvon Mau Merlot VDP 5 BAM $15.95 February Joseph Drouhin Chablis Drouhin Vaudon 10 BAM $19.25 February J.P. Chenet Pinot Noir Reserve 6 BAM $ Promotional Turn 12 - Joie de Vin

28 Advertising Microsite lcbo.com/joiedevin will be a valuable destination for our customers to learn more about French wine. Some features include: A selection of products will be featured to represent varietals, regions and wine styles. All 20 EA classic French recipes made easy Extended content with JP Chalet behind the scenes and his easy Nouveau Classique menu Tools on How to Shop for Wines including fun infographics, videos and details on our in-store events Link to Discover Series Videos - New video on how shop for French wines. Social Media Our Twitter and Facebook accounts will be used to engage followers and communicate: Easy infographics and short videos to simplify how to shop for French wines French wine and food pairings Generate awareness and interest for events Marketing & Product Guide 31

29 Mini Thematic Flavoured Wines Participating Stores 1, 4, 5, 6, 11, 14, 15, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 50, 55, 57, 60, 62, 63, 64, 65, 68, 72, 74, 79, 80, 83, 90, 93, 95, 97, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 168, 171, 175, 179, 182, 185, 187, 188, 190, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 221, 226, 228, 233, 237, 242, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 311, 320, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 404, 407, 408, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 486, 490, 491, 494, 495, 497, 499, 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, 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

30 PARTICIPATION IS MANDATORY Mini Thematic Promotional Fixture Detailed Merchandising Instructions The Mini-Thematic Program is designed to highlight products which are new, engaging or niche product categories. Special Instructions Merchandise products by like size and colour to create an impactful display. Location Refer to your store floor plan 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. Fixture Components Category Sign Holder Brochure Holder SKU Count Min. 6, Max. 12 Signage Components Category Sign (long or short) Shelf Talkers Occasional Customer Takeaway 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. 34 Promotional Turn 12 - Joie de Vin

31 Mini Thematic Promotional Fixture PARTICIPATION IS MANDATORY Overview Flavoured wines are fun, approachable and a great solution for a casual get-together with the girls. These affordable wines go well with casual dishes and can be combined with other drinks to create exciting cocktail recipes. Featured are 8 products in a range of delicious flavours. Key Dates Install: February 3, 2014 Takedown: March 2, 2014 Participating Products LCBO Description Size (ml) Arbor Mist White Pear Pinot Grigio Arbor Mist Exotic Fruits White Zinfandel Wild Vines Tropical Chardonnay Wild Vines Strawberry White Zinfandel Wild Vines Blackberry Merlot Passion Pop Pink Sparkling Girls' Night Out Tropical Tango Panama Jack Chocolate 750 Merchandising Instructions Insert Flavoured Wines category sign into sign band on fixture. Install the pre-printed Shelf Talkers and the perpendicular Shelf Talkers in front of the participating products on the Promotional Fixture and in-section. Store managers are strongly encouraged to order and merchandise the participating products on the Promotional Fixture. Marketing & Product Guide 35

32 PARTICIPATION IS MANDATORY 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 Perpendicular Shelf Talker (3 versions) Dimensions: 3 w x 6 h Promo Fixture Shelf Talker (8 versions) Dimensions: 6 w x 3 h Flavoured Wines Brochures Promotional Fixture Promo fixture and in-section in front of participating products Promo fixture and in-section in front of participating products In the metal wire brochure holder basket DMS DMS Image Not Available Image Not Available Image Not Available Image Not Available 36 Promotional Turn 12 - Joie de Vin

33 Winter Wines Program Participating Stores 1, 4, 5, 10, 11, 13, 15, 17, 19, 20, 21, 22, 23, 26, 27, 29, 31, 34, 35, 38, 40, 41, 44, 47, 50, 53, 55, 57, 58, 60, 61, 62, 63, 64, 65, 70, 71, 72, 73, 77, 79, 80, 83, 84, 85, 88, 90, 95, 97, 99, 101, 102, 106, 109, 115, 116, 125, 132, 139, 140, 143, 144, 145, 148, 149, 152, 153, 154, 156, 165, 167, 168, 169, 171, 175, 179, 181, 183, 185, 187, 188, 190, 191, 195, 198, 199, 200, 201, 202, 205, 207, 209, 210, 212, 214, 217, 221, 223, 224, 226, 227, 229, 233, 237, 243, 244, 248, 249, 252, 253, 255, 260, 265, 268, 270, 278, 286, 287, 288, 289, 293, 295, 297, 298, 300, 310, 311, 312, 321, 324, 325, 326, 329, 330, 334, 340, 343, 344, 345, 346, 348, 351, 353, 355, 359, 360, 363, 366, 367, 370, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 402, 403, 404, 406, 407, 412, 415, 416, 417, 418, 419, 426, 427, 428, 432, 436, 437, 438, 443, 444, 445, 452, 453, 454, 456, 457, 458, 459, 465, 467, 469, 470, 484, 485, 486, 490, 491, 494, 495, 497, 499, 505, 509, 511, 521, 522, 523, 528, 529, 530, 532, 534, 536, 540, 542, 544, 545, 546, 549, 550, 552, 553, 555, 559, 562, 566, 568, 569, 572, 573, 575, 579, 580, 586, 589, 590, 593, 599, 601, 605, 609, 617

34 Winter Wine Program Overview Caparzo Sangiovese Toscana ( ) has been hand-selected and endorsed by our wine buyers as the perfect, foodfriendly red that offers versatility with dark red meats and pasta with red sauces. It s the Red made for reds. Many of our customers who normally turn to the LCBO for guidance and endorsement will be pleased with this ideal everyday red wine that offers great value at its price point of $ Made from the Sangiovese grape in the Tuscan region of Caparzo, this red wine has blackberry and black cherry flavours with moderate tannins that give a less dry flavour and one that is full-bodied with a smooth velvety finish. Key Dates Start Date: January 5, 2014 Takedown Date: May 24, 2014 Participating Product LCBO# Caparzo Sangiovese Toscana 750 ml Signage Components The signage components ship as one kit (re-order# ): Discretionary End Backer Card x 1 piece Pre-printed Shelf Talker x 3 pieces Merchandising Instruction Participating stores will be force allocated three cases of product Participating stores will be force allocated three cases of the participating product. Merchandise the featured product on the Discretionary End Aisle. Install the backer cards and preprinted shelf talkers on the display. If the store already lists the product, install the pre-printed shelf talkers insection in front of the featured product. Please order sufficient inventory of the featured product to build and maintain a full display. Shelf Talker Backer Card 38 Promotional Turn 12 - Joie de Vin

35 Signature Collection Overview The Signature Collection is a curated assortment originating from premium wine growing regions around the world (France, Italy, California, Australia and New Zealand). The goal is to take advantage of the customers who are looking to purchase wines at a more premium price point in the LCBO Wines section. This program allows us to build customer confidence while shopping the premium end of the Wines section and bridge them to eventually shop VINTAGES. The Signature Collection products are priced premium relative to the other products within the category sets and over deliver in terms of quality/price value. Participating Products LCBO Description Format Retail Ruffino Chianti Classico Riserva Ducale Docg 750 $ Bonacchi Brunello Di Montalcino Docg 750 $ Masi Costasera Amarone Classico Doc 750 $ Rodney Strong Alexander Valley Cabernet Sauvignon 750 $ Robert Mondavi Chardonnay Napa Valley 750 $ Kenwood Zinfandel Sonoma County 750 $ Remoissenet Bourgogne Blanc 750 $ Laroche Chablis Saint Martin 750 $ Bouchard Pere & Fils Pouilly-Fuisse 750 $ Henry Fessy Moulin a Vent 750 $ Guy Saget Sancerre blanc 750 $ Castello Di Neive Barbaresco Docg 750 $ Stone Dwellers Cabernet Sauvignon 750 $ L'evidence 750 $ Marques De Riscal Reserva 750 $ Whitehaven Pinot Noir 750 $ Grant Burge Summers Chardonnay 750 $ Brancott Letter Series B Sauvignon Blanc 750 $ Batasiolo Barolo Docg 750 $ Anselme La Fiole Du Pape Chateauneuf Pape Red 750 $ Bouchard Beaune de Chateau 750 $ Wolf Blass Grey Label Shiraz 750 $ Cockburns Vintage Port 750 $ Promotional Turn 12 - Joie de Vin

36 Signature Collection Participating Stores All Stores Signage Components Pre-printed Shelf Talkers (Re-order# DMS ) Takeaway Brochure (Re-order# ) Merchandising Instructions Merchandise the shelf talkers in front of participating products in section. Display the brochure in section using the in section brochure holder, or in a prominent location in-store, where customers can access them easily. NOTE: The Signature Collection program is a permanent program; please merchandise the pre-printed Shelf Talkers in-section at all times. Pre-printed Shelf Talkers (Re-order# DMS ) Brochures (Re-order# ) New Logo for the Signature Collection Marketing & Product Guide 41

37 Social Responsibility In-store Signage Check 25 (25 or Younger) Program Rear Cash Register Sign Window Showcard Metal Floor Stand Sign Tent Card In-section Hot Button Second-party Purchase Program Perpendicular Shelf Talker Both Programs Front End Merchandiser Sign Poster POS Screen PA Announcement If you did not remove and discard the following signage components in P11, please do so as soon as possible. Cash Counter Decal Cash Side Decal Entrance Cling Vinyl Please clear off any leftover residue.

38 Social Responsibility In-store Signage Overview CHECK 25 (25 OR YOUNGER) PROGRAM The Check 25 (25 or Younger) Program requests that customers who are under the age of 25, or appear to be, to have their valid I.D. ready to be checked. The aim is to build further awareness among our customers, encourage individuals to be proactive and have their I.D. ready if they are under 25, and to help LCBO staff ensure that alcohol is not sold to minors. SECOND-PARTY PURCHASE Preventing sales to minors and those who appear intoxicated is a year-round responsibility that we take very seriously. When staff has reasonable grounds to believe someone is buying for a minor, the Liquor Licence Act gives them the right and responsibility to refuse the sale. The Did you know in-store signage program informs customers about this policy and reinforces our commitment to responsible service. Participating Stores All Stores Key Dates Do not remove until further notice. Signage Components & Merchandising Instructions Please ensure that all signage components are replaced when they start peeling, begin to fade or look worn out. 44 Promotional Turn 12 - Joie de Vin

39 Social Responsibility In-store Signage CHECK 25 (25 OR YOUNGER) PROGRAM 1. Rear Cash Register Sign (Bilingual) Affix the four Velcro dots on the back of the sign, in each corner, and on the back of each cash monitor. Please ensure the creative is facing customers. NOTE: The following stores as well as all new stores will not receive this signage component as it will not fit on the back of the new cash monitors (4, 144, 351, 378, 465, 532, 551, 580, 587, 600, 609, 627, 644). Re-order #DMS Window Show Card (Bilingual) This sign was shipped to stores with three or more window show card fixtures. Install the sign on every third version as part of the rotation with the current promotion turn s show cards. Do not discard or replace this show card at the end of the promotional turn; it is to stay installed until further notice. Re-order #DMS Marketing & Product Guide 45

40 Social Responsibility In-store Signage CHECK 25 (25 OR YOUNGER) PROGRAM CONTINUED 3. Metal Floor Stand Sign (English/French) Place metal stand with the 25 or Younger sign in a prominent location near the entrance of the store (but not in the vestibule as that s where the parking lot sign is sometimes displayed) or at the front of the cash where you might see the hero display. The stand should not go behind the cash, but rather in front of the cash as customers approach to check out. Re-order #DMS Tent Card (Bilingual) Display the tent card on the Tasting Bar and/or in the Special Events Kitchen for all in-store tastings and events. Re-order #DMS-CHK 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. Each kit contains 20 pieces. Clips can be ordered through Central Supply # Re-order #DMS Promotional Turn 12 - Joie de Vin

41 Social Responsibility In-store Signage SECOND-PARTY PURCHASE PROGRAM 1. Perpendicular Shelf Talker (English/French) At Store Manager s discretion, display the perpendicular shelf talker in-section. Each kit contains 10 pieces. Clips can be ordered through Central Supply # Re-order #DMS SIGNS FOR BOTH PROGRAMS 1. Front End Merchandiser Sign (Bilingual) This sign is to be alternated between both the 25 or Younger and Second-party Purchase program on all front end merchandisers. Affix the Velcro dots on the sign, on the bottom corners, and on the wall of the front end merchandiser fixture. 25 or Younger Program Re-order #DMS Second-party Purchase Program Re-order #DMS Marketing & Product Guide 47

42 Social Responsibility In-store Signage SIGNS FOR BOTH PROGRAMS CONTINUED 2. Poster (English/French) At Store Manager s discretion, display both posters on the Community Board or within the customers line of vision as they approach the cash counter. 25 or Younger Program Re-order #DMS Second-party Purchase Program Re-order #DMS POS Screen (Bilingual) POS screens displaying the 25 or Younger Program as well as the Second-party Purchase Program message are included as part of the existing rotation. 4. PA Announcements (Bilingual) The in-store music includes a 25 or Younger Program PA announcement as well as a Second-party Purchase Program announcement. The announcements rotate every 15 minutes, in English and French, between music. 48 Promotional Turn 12 - Joie de Vin

43 Exterior Springer Signs

44 Exterior Springer Sign Participating Stores All Stores Key Dates Takedown: Keep existing signage until further notice. Components & Re-ordering Check 25 (25 or Younger) Program Exterior Springer Sign (English/French) Re-order #: Second-party Purchase Program Exterior Springer Sign (English/French) Re-order #: Stores that received two signs must use the appropriate Exterior Springer Sign fixtures to display the signs. Signs must not be displayed/taped to the entrance doors/windows. Stores can re-order an Exterior Springer Sign fixture if the ones originally sent to the store are damaged or lost, and if stores have the room to safely accommodate two. Stores that receive one sign should only have one Exterior Springer Sign fixture. Merchandising Instructions Keep the 25 or Younger sign (stores with 1 fixture) and the Second-party Purchase sign (stores with 2 fixtures) installed until further notice. Stores with an LCBO owned parking lot will receive two signs. The 25 or Younger sign is for the entrance of the parking lot. The Second-party Purchase sign is to be placed near the store entrance at store manager s discretion. 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. Please do not display the signs outside when there are strong winds. The signage may tip over and cause injury. 50 Promotional Turn 12 - Joie de Vin

45 Shopping Cart Signs Please ensure the PT12 Shopping Cart Frame Signs are installed by the start of the Promotion. Participation is mandatory for the following designated stores. Participating Stores 1, 4, 5, 10, 15, 17, 21, 22, 23, 24, 26, 31, 33, 34, 35, 36, 38, 39, 41, 44, 45, 48, 49, 55, 57, 58, 59, 61, 62, 64, 65, 70, 71, 74, 77, 79, 80, 82, 83, 84, 93, 95, 101, 102, 106, 115, 125, 130, 132, 140, 144, 145, 148, 154, 156, 163, 164, 166, 167, 168, 171, 179, 185, 187, 190, 191, 195, 198, 207, 209, 210, 211, 212, 214, 216, 217, 218, 221, 226, 228, 229, 233, 234, 237, 243, 244, 252, 253, 260, 263, 265, 270, 276, 286, 287, 288, 300, 311, 312, 325, 326, 329, 340, 344, 345, 346, 351, 353, 355, 359, 360, 361, 365, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 399, 401, 402, 407, 412, 416, 417, 428, 432, 437, 438, 443, 444, 445, 446, 449, 454, 456, 459, 465, 467, 474, 481, 486, 490, 491, 494, 495, 497, 499, 502, 507, 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, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 641, 643, 644, 694, 695, 698, 699, 702, 703, 706, 771, 776

46 Shopping Cart Signs 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. Components and Re-ordering Thematic Sign (Sold to the Trade) Install the Les Jamelles Cabernet Sauvignon Thematic sign on the inside the frame of the Shopping Carts. Re-order DMS Key Dates Install: February 2, 2014 Takedown: March 2, 2014 Social Responsibility Sign Keep both Social Responsibility Signs installed in the frames on the outside of the Shopping Carts. Please display the 25 or Younger signs on half of your shopping carts (on the outside), and Did you know signs on the other half. For example, if the store has 30 shopping carts, please display or Younger and 15 Did you know 19+ signs. Key Dates Takedown: Keep existing signage until further notice. Merchandising Instructions Social Responsibility Sign Re-order# DMS Thematic Sign Social Responsibility Sign Re-order# DMS Remove the PT11 Mill Street Vanilla Porter signs and recycle. Install the new PT12 Les Jamelles Cabernet Sauvignonr sign on the inside of the frames of the cart. Keep the new 25 or Younger? Have your I.D. Ready sign and Did You Know sign installed on the outside frames of the cart until further notice.. 52 Promotional Turn 12 - Joie de Vin

47 Front End Merchandiser This is a Sold Program and participation is mandatory. Participating stores 1, 4, 5, 10, 11, 12, 14, 17, 18, 19, 20, 21, 23, 24, 26, 31, 33, 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, 211, 216, 217, 218, 221, 226, 228, 233, 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, 385, 386, 387, 391, 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

48 Front End Merchandiser Period 12 FEM Sold Space Program Overview The 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 participation is mandatory. Signage will be shipped to participating stores each Period. Merchandising Instructions For Period 12, the Sold Space program will feature Beaujolais Villages Villa Ponciago. 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 4 shelves plus the plinth/base (i.e. The featured products should be water-falled on 4 shelves). The top shelf is used to display the box sign provided. Participating Product LCBO# Brand Size (ml) Beaujolais Villages Villa Ponciago 750 ml Signage Components Re-Order# for kit is DMS Pre-Printed Shelf Talker (1 Versions per bundle) Front End Merchandiser Sold Space Implementation Guide Effective: May 27, 2012 Shelf Talker Box Sign 54 Promotional Turn 12 - Joie de Vin

49 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 THIS CHANGES STARTING PT11 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 55

50 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.) Baileys Irish Cream Wiser's Deluxe Bacardi Superior Grand Marnier Liqueur Big Brands Smirnoff Vodka (P.E.T.) Wiser's De Luxe Whisky Walker's Special Old Whisky Fireball Whisky Fireball Whisky Iceberg Vodka Crown Royal Alberta Premium Sour Puss Raspberry Liquor 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 56 Promotional Turn 12 - Joie de Vin

51 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 57

52 Wine Fridge (Turn 3: February 2 - May 24, 2014) This is a Sold Program and participation is mandatory.

53 Wine Fridge Turn 3 - (PT12 - PT2) Turn 3 For product and Planoguide questions please call: Courtney Dawson Product Manager New World Wines Astrid Brummer Product Manager Ontario Wines Bobby Panchu Product Manager European Wines Participating Products and Planograms 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. 60 Promotional Turn 12 - Joie de Vin

54 Wine Fridge Turn 3 - (PT12 - PT2) Participating Stores 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, 385, 388, 390, 391, 393, 394, 398, 407, 412, 417, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 470, 486, 494, 495, 497, 499, 505, 511, 526, 528, 534, 536, 542, 544, 545, 555, 556, 566, 568, 572, 573, 580, 587, 590, 614, 619, 623, 624, 627, 630, 631, 632, 641, 702, 771, 776 Group B Stores 14, 22, 23, 24, 26, 27, 33, 34, 35, 41, 43, 44, 45, 50, 52, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 74, 77, 79, 80, 81, 86, 87, 93, 95, 97, 101, 102, 106, 110, 115, 124, 125, 130, 132, 144, 145, 152, 154, 155, 168, 175, 179, 183, 187, 188, 190, 191, 192, 194, 197, 200, 201, 202, 205, 209, 210, 211, 213, 216, 218, 219, 221, 222, 225, 229, 233, 234, 237, 244, 249, 252, 255, 263, 266, 268, 270, 278, 287, 297, 300, 302, 310, 312, 313, 321, 325, 340, 341, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 386, 387, 392, 395, 397, 399, 400, 401, 402, 404, 406, 415, 416, 427, 436, 456, 458, 459, 465, 484, 485, 490, 491, 501, 502, 518, 521, 522, 532, 533, 540, 546, 549, 553, 559, 564, 569, 571, 575, 579, 582, 584, 586, 593, 599, 601, 602, 605, 616, 617, 618, 626, 629, 634, 635, 637, 638, 642, 643, 644, 694, 695, 698, 699, 700 Group C Stores 2, 3, 4, 7, 9, 11, 12, 13, 17, 32, 39, 49, 73, 85, 94, 96, 99, 103, 105, 109, 112, 119, 137, 153, 157, 160, 161, 167, 181, 186, 193, 199, 223, 224, 230, 231, 236, 238, 239, 251, 254, 259, 261, 264, 273, 275, 279, 281, 284, 286, 289, 299, 305, 306, 314, 316, 318, 324, 327, 333, 335, 345, 349, 354, 366, 370, 372, 374, 380, 403, 418, 419, 423, 430, 435, 454, 461, 473, 481, 496, 504, 517, 537, 550, 552, 562, 578, 581, 596, 598, 609, 645, 677, 703, 706 Group D Stores 28, 29, 30, 42, 46, 47, 48, 53, 54, 56, 69, 78, 82, 84, 88, 90, 91, 98, 107, 113, 116, 123, 128, 136, 139, 141, 158, 165, 166, 169, 174, 178, 196, 208, 220, 227, 232, 246, 247, 250, 258, 260, 276, 293, 294, 296, 298, 301, 320, 323, 330, 331, 363, 364, 365, 369, 383, 389, 408, 411, 414, 425, 426, 429, 446, 448, 449, 450, 455, 462, 467, 468, 469, 471, 482, 483, 492, 509, 510, 516, 519, 523, 527, 529, 530, 538, 539, 547, 551, 561, 563, 589, 594, 612, 639 Marketing & Product Guide 61

55 Wine Fridge Turn 3 - (PT12 - PT2) Group A Stores Participating Products LCBO# Description Format (ml) Varietal Paid # Nicolas Feuillatte Brut Champagne 750 Champagne Paid # Astoria Prosecco La Robinia 750 Prosecco Paid # Bottega Vino Dei Poeti Prosecco Doc 750 Prosecco Paid # Prosecco Di Valdobbiadene Brut (S. Margherit 750 Prosecco Paid # Bottega Petalo Il Vino Dell' Amore Moscato 750 Sparkling Paid # Jacob's Creek Chardonnay Pinot Noir Sparkling 750 Sparkling Paid # Henkell Rose 750 Sparkling Rose Paid # Bottega Rose Vino Dei Poeti Sparkling 750 Sparkling Rose Paid # Cavit Collection Pinot Grigio Delle Venez Igt 750 Pinot Grigio/Gris Paid # Fetzer Pinot Grigio 750 Pinot Grigio/Gris Paid # Vip Pinot Grigio 750 Pinot Grigio/Gris Paid # Kittling Ridge Pinot Grigio Prop Cuvee 750 Pinot Grigio/Gris Paid # Bees Pinot Grigio VQA 750 Pinot Grigio/Gris Paid # Konzelmann Pinot Blanc VQA 750 Pinot Grigio/Gris Paid # Laroche Chablis Saint Martin 750 Chardonnay Paid # Mcwilliam's Hanwood Estate Chardonnay 750 Chardonnay Paid # Barefoot Chardonnay 750 Chardonnay Paid # Ghost Pines Chardonnay Winemaker's Blend 750 Chardonnay Paid # Stoneleigh Marlborough Chardonnay 750 Chardonnay Paid # Peninsula Ridge Inox Chardonnay VQA 750 Chardonnay Paid #21 26 Mike Weir Chardonnay VQA 750 Chardonnay Paid # Cavit Collection Moscato Pavia Igt 750 Moscato Paid # Eastdell Rose VQA 750 Rose Paid # Silver Point Sauvignon Blanc 750 Sauvignon Blanc Paid # Mission Hill Sauvignon Blanc VQA Five Vineyds 750 Sauvignon Blanc Paid # Trius Sauvignon Blanc VQA 750 Sauvignon Blanc Paid # Black Tower Rivaner 1500 Blend Paid # Hands Hot To Trot White Blend 750 Blend Paid # Fresh Sauvignon Blanc Chardonnay VQA 750 Blend Paid # Jackson-Triggs Vidal Bag In Box 4000 Vidal 62 Promotional Turn 12 - Joie de Vin

56 Wine Fridge Turn 3 - (PT12 - PT2) Group B Stores Participating Products LCBO# Description Format (ml) Varietal Paid # Il Prosecco 750 Prosecco Paid # Cono Sur Sparkling Brut Nv 750 Sparkling Paid #3 91 Baby Duck 750 Sparkling Paid # Danzante Pinot Grigio Delle Venezie Igt 750 Pinot Grigio/Gris Paid # Montalto Pinot Grigio Igt Sicily 750 Pinot Grigio/Gris Paid # Blu Giovello Pinot Grigio 750 Pinot Grigio/Gris Paid # Ciao Bianco Pinot Grigio Carton 1000 Pinot Grigio/Gris Paid # Barefoot Pinot Grigio 750 Pinot Grigio/Gris Paid # Mirassou Pinot Grigio 750 Pinot Grigio/Gris Paid # Bodega Francois Lurton Pinot Grigio 750 Pinot Grigio/Gris Paid # Creekside Pinot Grigio VQA 750 Pinot Grigio/Gris Paid # J.P. Chenet Chardonnay 750 Chardonnay Paid # Les Coteaux Chardonnay 750 Chardonnay Paid # Joseph Drouhin Pouilly-Fuisse 750 Chardonnay Paid # Yellow Tail Chardonnay 750 Chardonnay Paid # Veramonte Reserva Chardonnay 750 Chardonnay Paid # Copper Moon Chardonnay 750 Chardonnay Paid # (V)Chardonnay Marlborough (Oyster Bay) 750 Chardonnay Paid # Casillero Del Diablo Reserva Sauvignon Blanc 750 Sauvignon Blanc Paid # Monkey Bay Sauvignon Blanc 750 Sauvignon Blanc Paid # French Cross Sauvignon Blanc 750 Sauvignon Blanc Paid # Inniskillin Late Autumn Riesling VQA 750 Riesling Paid # Robert Mondavi Woodbridge Moscato 750 Moscato Paid # Ruffino Orvieto Classico DOC 750 Blend Paid # Alianca Vinho Verde 750 Blend Paid # Hat Trick White VQA 750 Blend Paid # Small Talk Burning Ambition White VQA 750 Blend Paid # Ogier Cotes Du Ventoux Rose 750 Rose Paid # Skinnygrape Rose 750 Rose Paid # Wild Vines Strawberry White Zinfandel 750 Flavoured Wine Marketing & Product Guide 63

57 Wine Fridge Turn 3 - (PT12 - PT2) Group C Stores Participating Products LCBO# Description Format (ml) Varietal Paid # Chateau De Montgueret Cremant De Loire Brut 750 Cremant Paid # Placido Pinot Grigio Delle Venezie 750 Pinot Grigio/Gris Paid # Cono Sur Bicicleta Chardonnay 750 Chardonnay Paid # Dan Aykroyd Chardonnay VQA 750 Chardonnay Paid # Naked Grape Chardonnay Bag In Box 3000 Chardonnay Paid # Bees Riesling VQA 750 Riesling Paid # Henry Of Pelham Riesling VQA 750 Riesling Paid # Gallo Family Vineyrds White Zinfandel 750 Rose Group D Stores Participating Products LCBO# Description Format (ml) Varietal Paid # Pasqua Pinot Grigio Delle Venezie 1500 Pinot Grigio/Gris Paid # Concilio Pinot Grigio Trentino Doc 750 Pinot Grigio/Gris Paid # Jackson-Triggs Pinot Grigio Bag In Box 4000 Pinot Grigio/Gris Paid # Farnese Chardonnay 750 Chardonnay Paid # Megalomaniac Homegrown Riesling VQA 750 Riesling Paid # Riders Valley Sauvignon Blanc 750 Sauvignon Blanc Paid # Barefoot Moscato 750 Moscato Paid # Robert Mondavi Woodbridge White Zinfandel 750 Rose 64 Promotional Turn 12 - Joie de Vin

58 Wine Fridge Turn 3 - (PT12 - PT2) 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. Bilingual DMS Re-Ordering Hot Buttons (Re-order# DMS ) Bilingual DMS Wine Fridge Sold Space In-Section Hot Button Available Chilled! English/French (1 version: 22 pieces/bundle) Wine Fridge Sold Space Hot Buttons English/French (5 versions/bundle) Food Friendly, Chilled! Take me Home, Great Party Wines, Great with Chicken, Great with Seafood. Marketing & Product Guide 65

59 Gift Packaging

60 Gift Packaging Valentine s Day Cello Pre-Wrap During P12, all participating Gifting stores will receive a 1-bottle Valentine s Day Cello Pre-Wrap kit to wrap the products featured on the Promo Fixture, Nesting Table #1 and VINTAGES Nesting Table. This pre-wrap program is free to customers. Each Wrap Kit contains enough cello/wrap, ribbon and tags to wrap 108 bottles. Key Dates Signage Ship Date: January 27, 2014 Start: Upon receipt Participating Stores The following stores will receive 3 kits: 10, 21, 115, 164, 187, 226, 334, 346, 355, 367, 371, 390, 416, 445, 490, 523, 556, 580, 771 The following stores will receive 2 kits: 1, 4, 15, 17, 22, 23, 31, 35, 38, 41, 55, 57, 130, 149, 171, 198, 200, 211, 212, 217, 248, 249, 252, 263, 298, 329, 340, 344, 351, 359, 360, 361, 373, 378, 381, 386, 391, 393, 394, 401, 412, 417, 432, 438, 452, 459, 470, 495, 497, 511, 522, 532, 542, 544, 545, 555, 568, 573, 575, 579, 587, 590, 601, 605, 617, 619, 623, 624, 627, 631, 632, 641, 643, 699, 703, 706 The following stores will receive 1 kit: 5, 18, 19, 25, 27, 33, 34, 36, 40, 44, 50, 58, 60, 61, 62, 63, 64, 65, 68, 72, 74, 79, 80, 82, 83, 90, 92, 93, 95, 97, 102, 106, 125, 132, 140, 143, 145, 148, 153, 154, 155, 156, 165, 166, 168, 175, 179, 182, 185, 190, 191, 192, 195, 196, 201, 207, 209, 210, 214, 218, 221, 228, 233, 237, 242, 243, 244, 250, 253, 255, 265, 269, 278, 279, 287, 288, 300, 311, 324, 325, 326, 333, 343, 382, 383, 385, 387, 388, 389, 392, 397, 398, 402, 404, 407, 425, 426, 427, 428, 431, 434, 437, 443, 444, 453, 457, 465, 481, 485, 486, 491, 494, 499, 501, 505, 518, 521, 534, 536, 540, 546, 549, 551, 553, 554, 559, 566, 569, 572, 584, 586, 598, 602, 609, 616, 629, 630, 634, 635, 638, 644, 694, 697, 698, 700, 702, Promotional Turn 12 - Joie de Vin

61 Gift Packaging Valentine s Day Cello Pre-Wrap Components Each of the following cases contain: 1 Bottle Cello Wrap Kits 108 Clear Cello Bags (8.5 w 20 h) 108 Ribbon Pieces (34 in length) 108 Gift Tags 1 Memo NOTE: Ribbon colour is Pink however, the kits for the Vintages Nesting Table ribbon will be Purple. Signage Stores will be shipped the following new signs: Description Where to install Re-order# Category Sign Place the Category Sign insert into the sign band on the Promotional Fixture End Gift Tag Place the Gift Tags onto the Pre-Wrapped Cello bottles. DMS Marketing & Product Guide 69

62 Gift Packaging Valentine s Day Cello Pre-Wrap Participating Products Gifting Promo Ends Please select 5 to 6 products from the End Aisle Participating Products. Please refer to the Sold Programs section for a complete product list. Nesting Table #1 Please cello wrap 5 to 6 products from the list below: Category LCBO # Description Size Canadian Whisky Collingwood 750 ml Canadian Whisky Forty Creek Double Barrel Reserve Whisky 750 ml Canadian Whisky Glen Breton Rare Canadian Single Malt 750 ml Single Malt Scotch - Speyside The Glenlivet French Oak Reserve 15 Year Old 750 ml Single Malt Scotch - Speyside Glenfiddich Single Malt 15 Year Old 750 ml Single Malt Scotch - Speyside Cardhu Single Malt Scotch 750 ml Single Malt Scotch - Highland Dalwhinnie 15 Yr Malt 750 ml Single Malt Scotch - Highland Aberfeldy 12 Year Old 750 ml Single Malt Scotch - Islay Lagavulin 16 Yr Malt 750 ml Single Malt Scotch - Islay Bowmore 12 Year Old Islay Single Malt 750 ml Single Malt Scotch - Island Highland Park 12 Yr Old Single Malt 750 ml Single Malt Scotch - Lowland Auchentoshan 12 Year Old Single Malt Scotch 750 ml VINTAGES Nesting Table Please cello wrap products from the list below. Should you require to supplement with additional products, please do so at Store Managers discretion. LCBO # Description Vintage Year CHÂTEAU DE BLIGNY GRANDE RÉSERVE BRUT ROSÉ N/A VALDIVIESO BRUT N/A PFAFFENHEIM BRUT ROSÉ CRÉMANT D'ALSACE N/A FLAT ROCK NADJA'S VINEYARD RIESLING TERESINA MOSCATO D'ASTI HENRY OF PELHAM CABERNET ICEWINE Promotional Turn 12 - Joie de Vin

63 Gift Packaging Valentine s Day Cello Pre-Wrap Merchandising Instructions Promo Fixture End The products are to be cello wrapped with ribbon and gift tag. Top and Middle Shelf - Merchandise with cello wrapped bottles. Bottom Shelf - Merchandised with pre-wrapped gift baskets (year round beer pails and/or residual Holiday Vessel ) Nesting Table #1 Products are to be cello wrapped with ribbon and gift tag on all tiers. Front facing the table can accommodate 15 bottles across. Please alternate with 3 facing wrapped and 3 facing unwrapped bottle. Side facing can accommodate 6 bottle across. Please alternate with 3 facings cello wrapped and 3 facing without. VINTAGES Nesting Table Products are to be cello wrapped with ribbon (purple) and gift tag on all tiers. Front facing the table can accommodate 15 bottles across. Please alternate with 3 facing wrapped and 3 facing unwrapped bottle. Side facing can accommodate 6 bottle across. Please alternate with 3 facings cello wrapped and 3 facing without. Marketing & Product Guide 71

64 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 necessarily go to those stores. 1, 4, 5, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 49, 50, 55, 57, 62, 63, 64, 65, 70, 82, 83, 93, 95, 97, 102, 106, 115, 125, 130, 132, 144, 145, 148, 149, 153, 154, 156, 164, 168, 171, 185, 187, 191, 195, 198, 200, 207, 209, 211, 212, 217, 226, 228, 233, 234, 237, 243, 244, 252, 253, 260, 263, 265, 269, 270, 278, 286, 288, 295, 298, 300, 325, 326, 329, 334, 340, 341, 344, 346, 351, 353, 355, 359, 360, 361, 367, 368, 371, 373, 378, 381, 383, 385, 386, 387, 388, 390, 391, 392, 393, 394, 397, 398, 401, 404, 407, 412, 416, 417, 425, 427, 428, 431, 432, 437, 438, 443, 445, 449, 452, 456, 457, 459, 465, 469, 470, 481, 483, 490, 491, 494, 495, 497, 499, 505, 511, 516, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 559, 564, 566, 568, 569, 573, 575, 579, 580, 587, 593, 601, 605, 609, 614, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 641, 642, 644, 677, 694, 695, 698, 699, 700, 702, 703, 706, 771, 776

65 Seasonal & New Product Fixture Program Merchandising Please merchandise new and seasonal products on this fixture as suggested by theme and corresponding signage. Any seasonal gifts should be placed on the bottom shelf and signed with the orange GIFTS box sign. Signs and Re-order Information 1. Recent Arrivals Category Sign Re-order #: GFT092 Installation: Continue to use the fixture sign with the orange RECENT ARRIVALS sign already in place. 2. On Shelf Box Sign (10 versions) Re-order #: GFT091 New, Rosés, Flavoured Vodka, Large Formats, Gifts, Wines, Spirits, Beer, Sparkling, Enviro. Installation: Please use the box signs as required to merchandise the products for each specific theme. For additional signage, please call: Promotional Turn 12 - Joie de Vin

66 Seasonal & New Product Fixture Program Participating Products & Upcoming Product Release Schedule PT12 Period 12 Country LCBO No. Description Retail* Format (ml) Canada Dr. McGillicuddy Apple Pie $ P12 Chile Miguel Torres Chile Pisco El Gobernador $ P12 France Pierre Ferrand Dry Curacao $ P12 France Crème Yvette $ P12 Germany Tujador Yucatan Honey Liqueur $ P12 Italy Paolo Lazzaroni Sambuca $ P12 Italy Luxardo Apricot Liqueur, Padova $ P12 Italy Sveva's Orangella Liqueur $ P12 Italy Braulio Amaro Alpino P12 Netherld Bols Foam Cacao White $ P12 USA Sour Puss Gumball Liquor $ P12 USA Sour Puss Peach Liquor $ P12 USA Sazerac Legendary Herbsaint $ P12 FRANCE Louis Latour Bourgogne Gamay $ P12 FRANCE Michel Lynch Bordeaux Merlot $ P12 FRANCE Beblenheim Alsace Gewurztraminer Reserve $ P12 FRANCE Hugel Sylvaner Alsace $ P12 FRANCE Haury Grenache Vin de France $ P12 ITALY Pasqua Amarone della Valpolicella $ P12 ITALY Grandi Mura Promovi Salento IGT Primitivo $ P12 ITALY Carpineto Dogajolo Rosso Toscana IGT $ P12 ITALY Tavernello Sauvignon Grave Friuli $ P12 Australia Pirramimma Stock's Hill Grenache Shiraz Mataro $ Chile Root 1 Carmenere Colchagua $ Chile Bodegas Volcanes de Chile Summit Rsva Cab Syrah $ South Africa Bellingham Big Oak Red Shiraz Cab $ South Africa Tiger Horse Chenin Blanc Pinot Grigio $ South Africa Tiger Horse Shiraz Mourvedre $ South Africa Goats do Roam Goats in Villages Shiraz Pinotage $ UK Tanqueray Rangpur Gin $ Jan *Price Subject to Change Seasonal Liqueur ETA Marketing & Product Guide 75

67 Period 13 Country LCBO No. Description Retail* Format (ml) Mexico KAH Reposado Tequila $ P13 Mexico KAH Blanco Tequila $ P13 Mexico KAH Anejo Tequila $ P13 Mexico Tequila Tromba Anejo $ P13 Mexico Tequila Tromba Reposado $ P13 Mexico Fortuna Mezcal Joven $ P13 FRANCE TBD Dolin Vermouth Rouge $ P13 FRANCE TBD Dolin Vermouth Dry $ P13 SPAIN TBD Lustau Dry Amontillado Los Arcos Sherry $ P13 SPAIN TBD Lustau Dry Oloroso Don Nuno Sherry $ P13 CAN Flor de Cana Centenario 12YO $ Feb France Plantation Original Dark $ Feb UK Hayman's London Dry Gin $ Feb USA Spud Potato Vodka $ Feb USA Menage a Trois Vodka $ Feb *Price Subject to Change ETA 76 Promotional Turn 12 - Joie de Vin

68 Special Promotions Fixtures Re-order #BAM001 (Bilingual) Participating Stores Re-order # Re-order # Re-order #BAM002 (Bilingual) 10, 17, 21, 22, 23, 31, 34, 35, 38, 41, 44, 55, 65, 74, 102, 106, 115, 130, 132, 145, 148, 149, 164, 168, 171, 185, 187, 191, 195, 198, 200, 211, 212, 221, 226, 228, 233, 243, 252, 253, 263, 279, 288, 298, 300, 325, 326, 329, 334, 344, 346, 351, 355, 359, 360, 361, 367, 378, 381, 383, 390, 391, 392, 393, 394, 397, 398, 401, 407, 412, 416, 427, 437, 438, 443, 445, 452, 457, 459, 470, 481, 490, 491, 497, 511, 522, 523, 528, 536, 542, 544, 545, 546, 551, 555, 566, 569, 575, 579, 580, 584, 587, 590, 601, 605, 609, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 641, 643, 694, 698, 699, 700, 702, 703, 706

69 Special Promotions Fixtures 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 Description Re-order # Posters - 22 x 39.5 (English over Bilingual) BAM001 Drum Signs - 48 x 6 3/8 (English over Bilingual) Roll of blue Bin Ticket Strip (REUSE EXISTING BLUE STRIP) Fixture #2 NEW DISCOVERIES BAM002 BAM003 The second Special Promotions Fixture will be used to merchandise new products. At store manager s discretion, order and display new products from P10 to P12 to maintain the display through P12. Install: February 2, 2014 Takedown: March 2, 2014 Components Component Re-order Code Special Promotions Fixture: Poster 22 x Special Promotions Fixture: Drum Sign 48 x Merchandising Instructions Install the NEW! NEW! NEW! poster and NEW DISCOVERIES drum sign. Order enough inventory of the featured product to maintain a full display throughout the promotion. 78 Promotional Turn 12 - Joie de Vin

70 Ontario Wine Programs Our Wine Country Ontario Superstars Popular Pick Our Wine Country Ontario FSI (Formerly golocal FSI) VQA Staff Picks Backer Card

71 Our Wine Country Ontario Superstars Program Overview In PT7, the Ontario Wine Superstars program was updated to have a new brand and new look. The program remains the same however the signage design has changed. This is a sold space program and participation is mandatory. The Our Wine Country Ontario Superstars Program is updated every promotional period. Each turn, two high volume Ontario VQA products are featured. Stores must order products required (minimum of three cases per SKU). Key Dates Install: February 2, 2014 Takedown: March 2, 2014 Participating Products LCBO# Description Size (ml) COYOTE S RUN PINOT NOIR VQA UNION NOIR 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, 77, 79, 80, 82, 83, 85, 86, 90, 95, 97, 101, 102, 103, 106, 115, 124, 125, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 160, 163, 165, 167, 168, 171, 175, 179, 182, 183, 185, 186, 187, 188, 190, 191, 192, 195, 196, 198, 199, 200, 201, 202, 209, 210, 212, 214, 216, 217, 218, 226, 227, 237, 238, 242, 243, 244, 246, 248, 249, 253, 255, 265, 268, 269, 270, 278, 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, 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, 559, 563, 566, 568, 569, 571, 572, 573, 575, 579, 584, 586, 589, 590, 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 12 - Joie de Vin

72 Our Wine Country Ontario Superstars Signage components Ontario Superstars Wine: Cut Case Backer #1, pre-printed Pricer Card, pre-printed Shelf Talker. Ontario Superstars Wine: Cut Case Backer #2, pre-printed Pricer Card, pre-printed Shelf Talker. Cut Case Backer #1 Cut Case Backer #2 Components and Re-ordering Our Wine Country Ontario Superstars Cut Case Display Kit: Cut Case Backer Cards x 2 Pricer Cards x 2 Shelf Talkers x 2 Re-order# Merchandising Instructions Pricer Card Shelf Talker Pricer Card 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 81

73 Our Wine Country Ontario 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, 535, 538, 583, 598, 697, 636, 639 Components and Re-ordering Ontario Superstars: Pre-printed shelf talker Re-order# DMS Shelf Talker Merchandising Instructions 1. Install pre-printed Shelf Talker in-section in front of the participating products. Note: Copy, colours, and images subject to change. Shelf Talker 82 Promotional Turn 12 - Joie de Vin

74 Ontario Wine Superstars GROUP 3: VQA Gondola Fixture Key Dates VQA Gondola Fixture Install: February 2, 2014 Takedown: March 2, 2014 Participating Stores 4, 17, 33, 40, 41, 49, 55, 65, 74, 93, 130, 144, 164, 207, 211, 221, 228, 229, 233, 234, 263, 276, 279, 286, 341, 351, 391, 392, 417, 443, 449, 474, 481, 483, 486, 497, 516, 522, 526, 532, 551, 556, 564, 580, 587, 593, 609, 624, 627, 644, 677, 694, 695, 699, 706 Signage components Ontario Superstars (x2): Our Wine Country Ontario Superstars / Double Bottle Backer Card (double-sided). Pre-printed Shelf Talker. Re-order# Merchandising Instructions 1. Stores that have ONE VQA Gondola Fixture, install the double bottle backer card on a single End Aisle display. 2. Stores that have TWO VQA Gondola Fixtures, install each wine Backer Cards on 2 separate End Aisle displays. 3. Merchandise each participating product on the top shelf of the VQA gondola fixture along with the pre-printed Shelf Talkers provided. Single Bottle Backer Card Single Bottle Backer Card Shelf Talker Shelf Talker Double Bottle Backer Card Marketing & Product Guide 83

75 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: February 2, 2014 Takedown: March 2, 2014 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 Size LCBO# Description (ml) Jackson-Triggs Pinot Grigio 750 Components and Re-ordering Popular Pick: Cut Case Backer Card Ontario Wine Superstars: pre-printed Shelf Talkers x 2 Re-order# 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. Shelf Talker Shelf Talker 84 Promotional Turn 12 - Joie de Vin Cut Case Backer Card

76 Our Wine Country - 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). Key Dates Install: February 2, 2014 Takedown: March 30, 2014 Participating Stores Cube Fixture 1, 2, 3, 5, 6, 7, 8, 10, 13, 14, 15, 16, 19, 20, 21, 22, 23, 25, 26, 27, 31, 32, 34, 35, 36, 37, 38, 39, 43, 44, 45, 46, 47, 50, 53, 57, 58, 59, 60, 61, 62, 63, 64, 68, 70, 72, 73, 77, 82, 83, 86, 90, 95, 97, 102, 106, 110, 115, 125, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 163, 167, 168, 171, 175, 179, 182, 183, 185, 187, 188, 191, 194, 195, 196, 198, 199, 200, 201, 202, 209, 210, 212, 214, 216, 217, 218, 226, 227, 237, 238, 242, 243, 244, 246, 247, 248, 249, 253, 255, 260, 265, 266, 268, 269, 270, 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, 368, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 390, 393, 394, 397, 398, 400, 402, 404, 406, 407, 408, 411, 412, 416, 425, 427, 428, 431, 432, 434, 437, 438, 444, 445, 452, 454, 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, 559, 563, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 589, 590, 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 85

77 Our Wine Country - GROUP 1: VQA Cube Fixture Participating Products LCBO# Description Size (ml) Sprucewood Shores Lady in Red VQA Girls Night Out Chardonnay Merlot Rosé VQA Rose Hill Cabernet Merlot VQA Henry of Pelham Pinot Grigio VQA 750 Signage components 1. Our Wine Country Cube Sign (Permanent Signage) % Ontario Category Sign x 2 (Permanent Signage) 3. Our Wine Country pre-printed Shelf Talkers x 4 4. Only stores belonging to this group can order these signs 100% Ontario Category Shelf Talker Our Wine Country Cube Sign Re-order # VQA Cube Fixture Kit: NIVQA067, Our Wine Country cube sign, 100% Ontario Category sign x 2. Merchandising Instructions 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. Keep the Our Wine Country Cube Sign installed till further notice. 3. Keep the 100% Ontario Category Signs installed on either side of the Cube Sign till further notice. 86 Promotional Turn 12 - Joie de Vin

78 Our Wine Country FSI* - GROUP 2: VQA Gondola Fixture *FSI = Product is featured in the Free Standing Insert Participating Stores 4, 17, 33, 40, 41, 65, 74, 93, 130, 144, 164, 207, 211, 221, 228, 229, 233, 234, 250, 252, 263, 279, 286, 351, 391, 392, 417, 420, 443, 481, 483, 486, 490, 497, 522, 526, 532, 551, 556, 564, 580, 587, 593, 609, 624, 627, 644, 677, 694, 695, 699, 706 Participating Products LCBO# Description Size (ml) Sprucewood Shores Lady in Red VQA Girls Night Out Chardonnay Merlot Rosé VQA Rose Hill Cabernet Merlot VQA Henry of Pelham Pinot Grigio VQA 750 Signage components Re-order Code: NIVQA Our Wine Country Backer Card (Permanent Signage) 2. Our Wine Country pre-printed Shelf Talkers x 4 3. Only stores belonging to this group can order these signs Merchandising Instructions 1. Keep the Our Wine Country Backer Card installed on the Free Standing Insert Gondola Fixture. 2. Merchandise the four participating products on the top shelf of the VQA gondola along with the pre-printed Shelf Talkers provided. Our Wine Country FSI VQA Gondola Fixture Our Wine Country FSI Backer Card Shelf Talker Marketing & Product Guide 87

79 VQA Staff Picks Backer Card Key Dates Install Date: Upon Receipt Takedown Date: Until further notice Participating Stores 33, 41, 49, 55, 65, 130, 144, 207, 211, 221, 229, 233, 234, 263, 341, 351, 443, 551, 580, 587, 609, 627, 644, 694, 695, 699, 706, 391, 526, 556 Component VQA Staff Picks Backer Card Re-order# STBK001 Merchandising Instructions: Please replace immediately, the old VQA STAFF PICKS Backer Card with the new Our Wine Country STAFF PICKS Backer Card. Bilingual designated stores must display the bilingual side of the sign facing. New Version Old Version 88 Promotional Turn 12 - Joie de Vin

80 Beer Programs Ontario Craft Beer End Aisle Brewery Spotlight Craft Beer Program Ontario Craft Beer (Quarterly Program) NO CHANGE FROM LAST PERIOD NO CHANGE FROM LAST PERIOD NO CHANGE FROM LAST PERIOD

81 Ontario Craft Beer End Aisle Key Dates Install: February 2, 2014 Take Down: March 2, 2014 Components Pre-Printed Shelf Talkers (ENG) DMS Pre-Printed Shelf Talkers (FRE) DMS End Aisle Backer Card (same) OCBEA01 Participating Products LCBO# Brand Size (ml) Brewery Distributor Code Stonehammer Dark Ale 6 x 341 F&M Steam Whistle 6 x 341 Steam Whistle Muskoka Cream Ale 6 x 355 Muskoka warehouse 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. 90 Promotional Turn 12 - Joie de Vin

82 Brewery Spotlight: Founders Brewing Company NO CHANGE FROM LAST PERIOD Overview The Brewery Spotlight is a year-round program that features unique and premium products from craft breweries around the world. NEW: Please display the brewery information Shelf Talker within your store s Brewery Spotlight section. Key Date Install: December 2, 2013 Take Down: March 2, 2014 Participating Products Components Pre-Printed Shelf Talkers (ENG) DMS OCB013 Pre-Printed Shelf Talkers (FRE) DMS OCB014 Brewery LCBO# Description Size (ml) Founders Breakfast Stout 6 x Founders Porter 6 x 355 Founders Brewing Founders Dry Hopped Pale Ale 6 x 355 Company Founders Dirty Bastard 6 x Founders Backwoods Bastard 4 x 355 Participating Stores NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. 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 91

83 Craft Beer Program Key Dates Install: December 2, 2013 Take Down: March 2, 2014 Components Pre-Printed Shelf Talkers (ENG) DMS OCB012 Pre-Printed Shelf Talkers (FRE) DMS OCB011 Participating Products Item# Product Name Size (ml) Gulden Draak 9000 Quadruple Sigtuna Midvinterblot La Trappe Quadrupel Garrison Imperial I.P.A Rochefort Black Magic Woman Imperial Stout Weizenbock Samichlaus Liefmans Goudenband Acheul Bruin Woolly Bugger Barley Wine Sunturn Brew Renaissance Tribute Barley Wine Buxton Imperial Black IPA 500 Participating Stores NO CHANGE FROM LAST PERIOD 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. 92 Promotional Turn 12 - Joie de Vin

84 Ontario Craft Beer (Quarterly Program) NO CHANGE FROM LAST PERIOD Key Dates Install: December 2, 2013 Take Down: March 2, 2014 Components Pre-Printed Shelf Talkers (ENG) DMS OCB008 Pre-Printed Shelf Talkers (FRE) DMS - OCB009 Participating Products LCBO# Description Size (ml) Distributor Code Lake of Bays Top Shelf Classic Lager Nickelbrook Naughty Neighbour 6 x Amsterdam Boneshaker Grand River Pugnacious Pale Ale Participating Stores Mandatory Participation 5, 6, 15, 18, 19, 35, 38, 40, 115, 143, 149, 187, 212, 217, 243, 295, 334, 355, 393, 417, 445, 452, 495, 528, 568, 624 Optional Participation 1, 2, 3, 4, 9, 11, 14, 20, 21, 25, 31, 36, 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, 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 93

85 ONTARIO SUPERSTARS VINTAGES SUPERSTAR Program Participating Stores Kit 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 37, 44, 60, 61, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 97, 99, 102, 124, 144, 145, 154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 207, 209, 211, 214, 218, 223, 233, 237, 244, 248, 249, 260, 265, 268, 269, 278, 296, 311, 324, 340, 353, 354, 359, 372, 373, 381, 386, 391, 392, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 485, 497, 499, 501, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 601, 602, 637, 677 Kit 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 33, 36, 38, 40, 41, 55, 57, 58, 93, 95, 106, 115, 130, 132, 143, 148, 149, 156, 164, 171, 179, 185, 187, 195, 198, 200, 210, 212, 217, 221, 226, 243, 253, 255, 263, 287, 288, 298, 300, 325, 326, 329, 333, 334, 344, 346, 351, 355, 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, 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, 699, 700, 702, 703, 706, 771, 776 Kit 3 (Our Wine Country Stores) 252, 401, 490

86 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 Sold Program and participation is mandatory. Participating Product SOUTHBROOK TRIOMPHE CABERNET SAUVIGNON VQA Niagara-on-the-Lake (XD) 750 ml $22.95 Key Dates Components and Merchandising Instructions Install: Upon receipt Takedown: March 1, 2014 All Kits will be shipped via store mailbag. 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. Takedown once stock is sold out, or by March 1, 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 Shopping Cart #692012) or 2 shelf clip for VINTAGES (hellolcbo re-order #LC1506). Takedown once stock is sold out, or by March 1, Available Chilled Hot Button This Hot Button 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. Re-order# DMS Basket Insert Shelf Talker Available Chilled In-Section Hot Button Re- Order # DMS Promotional Turn 12 - Joie de Vin

87 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, 41, 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, 112, 115, 124, 125, 127, 129, 130, 132, 136, 140, 143, 144, 145, 148, 149, 153, 154, 156, 158, 163, 164, 165, 167, 168, 171, 178, 179, 182, 185, 187, 188, 191, 195, 196, 197, 198, 199, 200, 201, 202, 207, 208, 209, 210, 211, 212, 214, 216, 217, 218, 219, 221, 222, 223, 225, 226, 227, 229, 232, 233, 235, 237, 238, 241, 242, 243, 244, 247, 248, 249, 251, 252, 253, 255, 259, 260, 261, 263, 265, 268, 269, 270, 278, 287, 288, 295, 298, 300, 306, 311, 312, 313, 314, 318, 321, 323, 324, 325, 326, 329, 333, 334, 340, 343, 344, 345, 346, 351, 352, 353, 354, 355, 358, 359, 360, 361, 365, 367, , 373, 378, 380, 381, 383, 385, 386, 387, 389, 390, 392, 393, 394, 397, 398, 401, 402, 403, 404, 407, 411, 412, , 417, 420, 425, 426, 427, 428, 430, 431, 432, 434, 437, 438, 441, 443, 444, 445, 446, 447, 449, 452, 454, 456, 457, 459, 461, 465, 467, 468, 469, 470, 474, 481, 482, 483, 485, 486, 490, 491, 494, 495, 496, 497, 499, 501, 505, 509, 511, 512, 515, 516, 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, 537, 538, 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 555, 556, 559, 566, 568, 569, 572, 573, 575, 578, 579, 581, 584, 586, 587, 589, 590, 593, 598, 599, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 650, 677, 694, 695, 697, 698, 699, 700, 702, 703, 771, 776

88 VINTAGES BAM & LTO Signage Overview The VINTAGES BAM & LTO signage will arrive in the mailbag the week before each promotional period starts. This is a mandatory supplier program. All Shelf Talkers for the participating products should be installed at the start of the period. If you do not receive your kit please call hellolcbo to request a kit. If a Shelf Talker is damaged or misplaced please print a new Shelf Talker using the in-store printing templates. Participating Products Components LTO Shelf Talkers BAM Shelf Talkers LCBO# Description Original Price Price Promotion ASBACH URALT $33.55 $ BAM GREENLANE OLD VINES RIESLING 2011 $22.95 $ BAM LOUIS ROEDERER BRUT PREMIER CHAMPAGNE $68.95 $ BAM VEUVE CLICQUOT PONSARDIN BRUT CHAMPAGNE $91.95 $ BAM BONTERRA CHARDONNAY (V) $18.95 $16.95 $2 LTO CATHEDRAL CELLAR CABERNET SAUVIGNON (V) $15.95 $13.95 $2 LTO CONCHA Y TORO MARQUES DE CASA CONCHA CABERNET SAUVIGNON (V) $21.95 $18.95 $3 LTO FIELDING ESTATE SAUVIGNON BLANC 2012 $18.95 $16.95 $2 LTO HENRY OF PELHAM RIESLING ICEWINE (V) $49.95 $44.95 $5 LTO HINTERBROOK DEEPLY RED CABERNET MERLOT 2011 $15.95 $13.95 $2 LTO INNISKILLIN VIDAL ICEWINE (V) $49.95 $44.95 $5 LTO KIM CRAWFORD PINOT NOIR $19.95 $17.95 $2 LTO LA CHABLISIENNE VIEILLES VIGNES CHABLIS (V) $24.95 $22.95 $2 LTO LOUIS JADOT BEAUJOLAIS-VILLAGES (V) $16.95 $15.95 $1 LTO LOUIS JADOT CHARDONNAY BOURGOGNE (V) $20.95 $18.95 $2 LTO MEGALOMANIAC BIGMOUTH MERLOT 2010 $24.95 $23.95 $1 LTO MONTE ANTICO (V) $15.95 $14.45 $1.50 LTO PENINSULA RIDGE RESERVE SYRAH 2010 $24.95 $21.95 $3 LTO 98 Promotional Turn 12 - Joie de Vin

89 The Winter issue of FOOD & DRINK was distributed in stores Wednesday, January 15, Features Games On! Five Olympic powerhouses inspire casual cocktails and appetizers for viewing parties. Fire and Ice Tantalizing recipes and top tips for barbecuing in the chill of winter. Nouvelle Once More Bring the hottest French cooking trend with its fabulous simplicity into your own kitchen.

90 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 Spring 2014 issue of FOOD & DRINK, which will be in stores on Wednesday, March 5, Signage Re-order Codes Food & Drink A Frame Sign English over English (Re-Order Code: ) Food & Drink Header Card English/Bilingual (Re-Order Code: ) Food & Drink A Frame Sign English over French (Re-Order Code: ) 100 Promotional Turn 12 - Joie de Vin

91 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 Transparencies FLS 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 Vendor installed F = LCBO stores located in FLS designated areas FF = LCBO FLS designated stores See back/inside cover for definitions

92 Participating Stores This list is included in the PT12 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 Language (FLS) 1 H 20S 45 Y F F 3 8P F 4 10P F 5 H 10P F 6 H F FF 8 T 10S F 9 T F 10 H 20P 40 Y FF 11 H 8S F 12 T 8P F F 14 8S F 15 H 15P 25 Y F 16 F 17 H Y FF 18 H F 19 H 15S FF 20 H 8S F 21 H 20P 40 Y H 20S H 15S 30 Y FF 24 8S FF 25 8P H 10P F 27 H 15S F 28 T T H 15P 30 Y F 33 H 10S H 15S F 35 H 10P H 15S FF 37 8P F 38 H 15P 30 Y FF H 20P FF 41 10S 20 Y FF 42 T H 10S H 10S 25 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 Language (FLS) 47 10S FF 50 H 10S FF FF F 55 H 10S 20 Y FF 56 T H 15S 25 Y S FF H 5C H 15S H 10S F 64 H 10S H 10S 25 Y T FF FF 68 H 15S S T S H 8S H 10S 8 Y T FF FF 77 T FF FF 79 H 8S H 10S T FF 82 H 8S FF 84 T H 10S H 8S T T FF 90 H 10S T FF 92 T F 102 Promotional Turn 12 - Joie de Vin

93 Participating Stores This list is included in the PT12 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 Language (FLS) 93 10S T H 10S T S T FF FF 101 H 10S H 10S T FF 104 T F H 15S T T FF 109 T T FF 113 T H 20P T T FF 118 T FF FF 122 T FF 123 T FF H 10S FF FF T F FF 130 H 15S 25 Y H 10S FF 135 T T T 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 Language (FLS) 140 H 10P FF P F S S H 15P 45 Y H 20P 30 Y F FF 152 H 10S S H 15S F 155 8S H 20P T T T T T FF 163 H 8S F 164 H 15P FF 165 H 8S F 166 T H 10S F 168 H 10P T T H 20S 25 Y F FF 174 T S T H 15P FF H 15P F F 184 T FF 185 H 15P 25 Y F 186 T 8S F 187 H 20S 40 Y Marketing & Product Guide 103

94 Participating Stores This list is included in the PT12 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 Language (FLS) 188 H 10S FF 190 H 10S F 191 H 15S 30 Y S F FF 194 T H 20S 40 Y F 196 H 8S T H 15S 25 Y F H 20S 25 Y F 201 H 15S FF 205 T H 8S F 208 T H 15S S H 8S H 15P F 213 T S FF 216 H 8S H 20P 30 Y FF 218 H 10S F 219 T T FF 221 H 10S 20 Y T T T T FF 226 H 20S 30 Y T H 15S 25 Y F 229 T 10S T T H 15S 30 Y F S 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 Language (FLS) 236 T FF S T T FF 242 H 15S F 243 H 20P FF 244 H 15S FF 246 T T H 15P H 10S 20 Y F H 20S 30 Y H 20P 30 Y FF 254 T H 10S F F T T H 20S 40 Y T H 15S T T H 20S 25 Y F FF 273 T T T T H 8S FF 279 H 15S 20 Y F T Promotional Turn 12 - Joie de Vin

95 Participating Stores This list is included in the PT12 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 Language (FLS) 282 T T H 15S FF 288 H 20P 30 Y T T FF T T P F 296 T T H 20P 30 Y T H 10S T T T FF F F 311 H 10P S F T T T F 321 H 8S F FF 323 T H 8P FF 325 H 15S H 15S 30 Y T 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 Language (FLS) 328 T H 20P 45 Y F 330 T FF 333 F 334 H 20S F 335 T FF H 10S F S H 15S 30 Y S H 20P 45 Y FF H 15S 30 Y T H 8P H 20P 30 Y F H 20S 40 Y FF 360 H 10P F 361 H 15S 25 Y H 20S F F 364 T H 10S F 367 H 20P 40 Y FF T FF 371 H 10S F 372 T H 15S 20 Y T FF 376 Marketing & Product Guide 105

96 Participating Stores This list is included in the PT12 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 Language (FLS) H 20S 45 Y T T H 15S 30 Y H 15S H 15S 25 Y H 20S FF 386 H 15S H 15S FF 388 H 10P F 389 H 15S F 390 H 15P 25 Y H 15S 25 Y H 10S 25 Y H 20P FF 394 H 20P 40 Y FF FF 397 H 15S 30 Y H 15S 40 Y F S FF S 30 Y H 10S H 15S FF FF 407 H 20P 30 Y F 408 H 10S F P F 412 H 15P 25 Y F T H 10P F 416 H 20S 25 Y F 417 H 15P T T F F 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 Language (FLS) FF 425 H 10S F 426 H 8S F 427 H 15S 30 Y H 20S 40 Y F H 15S FF 432 H 20S H 15S FF F 437 H 10S 25 Y H 20S 30 Y F T FF H 15P 30 Y FF 444 H 15S 25 Y F 445 H 20S T T T H 15P FF P T S H 10P 20 Y F 458 H 8S F 459 H Y T T FF H 15S FF 467 H 10S T Promotional Turn 12 - Joie de Vin

97 Participating Stores This list is included in the PT12 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 Language (FLS) 469 5S H 15S 30 Y FF T H 15P 20 Y F F 485 H 15P 20 Y F P F FF H 10S 20 Y F 491 H 15S 30 Y T F H 15P F 495 H 15S T H 15S 30 Y H 20P F 501 H 15S T H 20P F FF 507 T FF 509 T H 10S 25 Y F S 1 F 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 Language (FLS) 517 T H 10S F F 520 T H 10P FF P 25 Y H 20P 45 Y T FF FF 527 T H 15P 30 Y 40 6 F 529 T T T 3 4 F 532 8S FF S F 534 H 10S 25 Y F H 15P 25 Y FF 539 T F 540 H 15S FF H 20P 30 Y F 543 T H 10S H 15S 40 Y H 15S F 547 F H 20S S 40 Y S FF 553 H 15P F 555 H 8S F 556 H 15P 25 Y F H 10S T T T H 10S Marketing & Product Guide 107

98 Participating Stores This list is included in the PT12 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 Language (FLS) 564 H 10S F FF 566 H 20P 30 Y H 8P FF 569 H 15S 30 Y F F 572 H 10S F 573 H 10P FF 575 H 15S 25 Y F 576 T FF FF 578 T FF 579 H 10S H 15S 30 Y T T H 15S 15 Y F S H 10S 25 Y FF FF 590 H 20P H 15P F 594 T T T F 598 FF 599 T H 15S F 602 H 15S FF 605 H 15S 30 Y H 15S 25 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 Language (FLS) T S 2 F H 10S H 15S H 10S H 20S 40 Y F H 20P 25 Y H 20P 45 Y FF FF 627 H 15S 30 Y F 629 H 15S H 20P 45 Y H 20S F 632 H 20S 50 Y H 15S 30 Y S F F S FF F 641 H 20S 40 Y S 7 6 F 643 H 10S 20 Y FF 644 8S F F 694 H 10S 25 Y FF S F 698 H 15S 30 Y F 699 H 10S 20 Y F 700 H 20S 30 Y F 702 H 15P H 20S 40 Y F 706 H 8S 15 Y H 15P H 20S 40 Y Promotional Turn 12 - Joie de Vin

99 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. Marketing & Product Guide 109

100 Display Programs Participating Products Continued Location Hero Premium 4 Standard Premium 8 Standard 9 Premium 9 Standard LCBO# Case Conversion# Description Size (ml) 110 Promotional Turn 12 - Joie de Vin Support Programs B & G Partager Blanc 1500 BAM, FSI B & G Partager Merlot 750 BAM, FSI Bouchard Pere & Fils Petit Chablis 750 LTO, FSI Gustave Lorentz Riesling Cuvee Amethyste 750 LTO 2881 Pisse-Dru Beaujolais 750 LTO 9431 Bouchard Aine & Fils Beaujolais Superieur 750 LTO Georges Duboeuf Beaujolais-Villages 750 LTO, FSI Grand Sud Merlot 1000 BAM Kressmann Selection Merlot 750 BAM Yvon Mau Merlot Vdp 750 BAM Anselme La Fiole Du Pape Chateauneuf Pape Red 750 BAM, FSI Chateauneuf Du Pape Clos Du Calvaire 750 LTO Chateau Joinin 750 LTO Fat Bastard Cabernet Sauvignon Vdp 750 BAM Chapoutier Cotes Du Rhone Villages 750 LTO, FSI A De Luze & Fils Chateau Bel Air 750 LTO Calvet Saint Emilion 750 LTO Chateau Ducla Bordeaux Superieur 750 LTO, FSI Philippe De Rothschild Cabernet Sauvignon Vdp 750 BAM Bouchard Pere & Fils Macon-Lugny St-Pierre 750 LTO Kressmann Selection Chardonnay 750 BAM Joseph Drouhin Chablis Drouhin Vaudon 750 BAM, FSI Art De Vivre Cabernet Sauvignon 750 LTO Paul Mas Estate Cabernet Sauvignon Merlot 750 LTO Les Jamelles Cabernet Sauvignon 750 LTO, FSI Latour Pinot Noir 750 LTO Louis Jadot Bourgogne Pinot Noir 750 LTO, FSI Gilles Louvet O Pinot Noir Organic 750 LTO, FSI J.P. Chenet Pinot Noir Reserve 750 BAM Hob Nob Pinot Noir 750 LTO, FSI Lulu B Pinot Noir Vdp 750 Value Add, FSI J.P. Chenet Cabernet Syrah 750 BAM C'Est La Vie Pinot Noir Syrah 750 LTO Georges Duboeuf Beaujolais Brouilly 750 LTO Hob Nob Merlot 750 LTO Les Montgolfiers Syrah 750 LTO Louis Bernard Cotes Du Rhone Villages 750 LTO, FSI Roche Bastide Cotes Du Rhone Organic 750 LTO, FSI Philippe De Rothschild Merlot Vdp 1500 LTO Fat Bastard Shiraz Vdp 750 LTO, FSI Albert Bichot Bourgogne Pinot Noir 750 LTO La Vieille Ferme Cotes Du Ventoux 750 LTO Le Parisien Pinot Noir Pays D'Oc 750 LTO, FSI

101 Display Programs Participating Products Continued Location LCBO# Case Conversion# Description Size (ml) Support Programs Perrier Jouet Grand Brut Champagne 750 BAM 12 Premium Nicolas Feuillatte Brut Rose Champagne 750 LTO Taittinger Brut Reserve Champagne Standard Cattier Brut Premier Cru Champagne 750 LTO Moet & Chandon Imperial Champagne 750 BAM Piper Heidsieck Brut Champagne 750 LTO, FSI Remy Pannier Rose D'Anjou 750 LTO, FSI De Chanceny Cremant De Loire Rose Brut 750 BAM Bougrier Vouvray Chenin Blanc Aoc 750 LTO Lodez Chardonnay Viognier 750 LTO, FSI Pfaff Pinot Gris 750 LTO, FSI Brotte La Fiole Cote Du Rhone 750 LTO, FSI Ogier Cotes Du Ventoux 750 LTO Louis Bernard Cotes Du Rhone Red 750 LTO Laurent Miquel Pere Et Fils Chardonnay 750 LTO La Vieille Ferme Cotes Du Luberon 750 LTO Yvon Mau Colomb Chard Vdp 750 BAM Kressmann Selection Merlot 1500 LTO Les Jamelles Merlot Vin De Pays D'Oc 750 LTO Yvon Mau Merlot Vdp 1500 BAM Louis Jadot Macon Villages Chardonnay 750 LTO Chapoutier Belleruche Blanc 750 LTO, FSI Sica Baron De Hoen Pinot Gris Reserve 750 LTO Les Coteaux Chardonnay 750 LTO, Wine Fridge B Chateau Des Arroucats Sainte Croix Du Mont 750 BAM Fat Bastard Chardonnay Vdp 750 BAM Hob Nob Chardonnay 750 LTO, FSI Pierre Sparr Gewurztraminer 750 BAM Louis Bernard Cotes Du Rhone White 750 BAM FSI = Product is featured in the Free Standing Insert. LTO = Limited Time Offer ST= Shelf Talker VA = Value Added BAM = Bonus AIR MILES Reward Miles BBAM = Bundled Bonus AIR MILES Reward Miles Marketing & Product Guide 111

102 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description Size (ml) Support # of Extenders Programs R1 Vodka A Double Cross Vodka 750 LTO Y Y R2 Vodka B Grey Goose Vodka 750 Value Add Y Y Y Y Y R3 Vodka C Luksusowa Vodka 1140 LTO Y Y Y Y Y Y R4 Vodka D Prince Igor Extreme Vodka 1140 LTO Y Y Y Y Y Y R5 Vodka E Absolut Vodka 750 LTO Y Y Y Y Y Y R6 Rum A R7 Rum B Flor De Cana Black Label 5 Year Old Rum El Dorado Demerara 5 Year Old Rum 750 BAM Y 750 LTO Y Y Y Y Y R8 Rum C Captain Morgan Spiced Rum 750 Value Add Y Y Y Y Y Y R9 Rum D Bacardi Gold Rum 1750 BAM Y Y Y Y Y Y Y R10 Rum E Ketel One 1750 BAM Y Y Y Y Y Y R11 R12 R13 R14 R15 Canadian Whisky A Canadian Whisky B Canadian Whisky C Canadian Whisky D Canadian Whisky E Auchentoshan 12 Year Old Single Malt Scotch 750 LTO Y Y White Owl Whisky 750 LTO Y Y Y Y Y Crown Royal Maple Finished 750 Value Add Y Y Y Y Y Y Y 893 Wiser's DeLuxe 750 LTO Y Y Y Y Y Y Y Forty Creek Copper Pot Reserve 750 LTO Y Y Y Y Y Y R16 Scotch A 2253 Disaronno Amaretto 750 LTO Y Y Y Y Y Y R17 Scotch B Carolans Irish Cream 1140 LTO Y Y Y Y Y Y R18 Gin A Russian Standard Vodka 1140 BAM Y Y Y Y Y Y Y R19 Liqueurs A Amarula Cream 750 LTO Y Y Y Y R20 Liqueurs B Fireball Whisky Shooter 750 LTO Y Y Y Y Y Y R21 Liqueurs C Dr. McGillicuddy's Peach Schnapps 750 LTO Y Y Y Y Y Y Y R22 Liqueurs D Malibu Coconut Rum 750 LTO Y Y Y Y Y Y 112 Promotional Turn 12 - Joie de Vin

103 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description Size (ml) Support # of Extenders Programs R23 Brandy A Dujardin VSOP Brandy 1140 BAM Y R24 Brandy B E&J VSOP Brandy 750 Value Add Y Y Y Y Y Y Y R25 Tequila A Tequila Rose Liqueur 750 LTO Y Y Y Y R26 R27 R28 R29 R30 R31 R32 R33 R34 R35 R36 R37 R38 Ontario Blend A Ontario Blend B Ontario Blend C Ontario Non VQA A Pelee Island Lighthouse Riesling VQA Pelee Island Chardonnay VQA Bear Flag Smooth Red Blend Reif Estate Cabernet/Merlot VQA 750 LTO Y Y Y Y Y Y 750 LTO Y Y Y Y Y Y Y 750 LTO Y Y Y Y Y Y Y 750 LTO Y Y Y Y Y Ontario Non Black Cellar Shiraz Cabernet 750 LTO Y Y Y Y Y Y VQA B Ontario Non 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 Pelee Island Lighthouse Cabernet Franc VQA Pelee Island Eco Trail Chard Auxerrios VQA 750 LTO Y Y Y Y Y Y Y 750 LTO Y Y Y Y Y Y Y Konzelmann Riesling VQA 750 BAM Y Y Y Cave Spring Sauvignon Blanc VQA Peter Lehmann Clancy's Shiraz/Cabernet/Merlot 750 LTO Y Y Y Y 750 LTO Y Y Y Hardys Bankside Shiraz 750 LTO Y Y Y Y R39 USA A R40 USA B Mcwilliams Hanwood Estate Shiraz Wolf Blass Red Label Shiraz/ Cabernet Sauv Henry Of Pelham Baco Noir VQA Robert Mondavi Woodbridge Chardonnay 750 LTO Y Y Y Y Y Y Y 750 LTO Y Y Y Y Y Y Y R41 Chile A Cono Sur Sparkling Brut Nv LTO Y Y Y Y Y Y Y 750 LTO Y Y Y Y Y Y Y LTO, Wine Fridge Y Y Y Y R42 Chile B Cupcake Red Velvet 750 LTO Y Y Y Y Y Y Y R43 France Blend A Dopff & Irion Crystal D'Alsace Sylvaner 750 LTO Y Marketing & Product Guide 113

104 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location 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 LCBO# Description J.P Chenet Premier De Cuvee Merlot Cabernet Mas Des Montagnes Cotes Du Roussillon Villages Size (ml) Support # of Extenders Programs LTO Y Y Y Y Y Y Y 750 BAM Y Y Chateau Saint-Germain 750 BAM Y Y Y Y Y Y Y R50 Italy North A R51 Italy North B R52 R53 Southern Europe A Southern Europe B Remy Pannier Sauvignon Blanc La Vieille Ferme Cotes Du Ventoux 750 LTO Y Y Y 1500 BAM Y Y 8979 Rodet Cotes Du Rhone 750 BAM Y Y Y Y Y Y Y R54 Germany A R55 Sparkling A R56 Sparkling B R57 R58 Ontario Beer A Ontario Beer B Rene Barbier Mediterranean White Henry Fessy Moulin-A- Vent Hoya De Cadenas Reserva 750 LTO Y Y Y Y Y 750 LTO, FSI Y Y Y Y Y Y Y 750 LTO Y Piat D'Or Chardonnay 750 BAM Y Y Y Folonari Valpolicella Classico Freixenet Cordon Negro Brut Girls' Night Out Sparkling VQA Mill Street Tankhouse Ale R59 Beer Molson Canadian Victory Bottle Cameron s Deviator Doppelbock 1500 LTO Y Y Y Y Y Y Y 750 LTO Y Y Y 750 LTO Y Y Y Y Y Y 6 x 341 LTO Y Y 625 BAM Y Y Y Y Y Y Y 650 LTO Y R60 Beer Beck's 500 LTO Y Y Y Y Y Y R61 Beer Sleeman Original Draught R62 Beer Budweiser R63 Party Zone Mudshake Caramel R64 Party Zone Seagram Black Cherry 80 Calorie R65 Party Zone Seagram Lemonade 473 BBAM Y Y Y Y Y Y 6 x x x x 355 LTO Y Y Y Y Y Y Y LTO Y Y Y Y Y Y Y LTO Y Y Y Y Y Y LTO Y Y Y Y Y Y Y 114 Promotional Turn 12 - Joie de Vin

105 Community Shelf Extenders Community Shelf Extenders Location LCBO# Description C1: Community Extender C2: Community Extender Lamb's Black Sheep Spiced Rum Forty Creek Barrel Select Whisky Size (ml) Support Program 750 BAM 1140 Value Add Agent Corby Distilleries Limited Forty Creek Distillery Ltd C3: Community Extender Pelee Island Shiraz/Cabernet 750 LTO Pelee Island Winery C4: Community Extender Masi Serego Alighieri Rosso Veronese 750 LTO Authentic Wine & Spirits Merchants C5: Community Extender Fuzion Alta Reserve Malbec 750 LTO Dionysus Wines C6: Community Extender Polar Ice Vodka (P.E.T) 1750 BAM C7: Community Extender Gaston De Lagrange VS 750 LTO C8: Community Extender C9: Community Extender C10: Community Extender Dragonheart Cinnamon Vodka Liqueur Kittling Ridge Cabernet Sauvignon Prop Cuvee J&F Lurton Les Fumees Blanches Sauv Bl Vdp 750 LTO 750 LTO 750 LTO, FSI Corby Distilleries Limited Authentic Wine & Spirits Merchants Forty Creek Distillery Ltd The Kirkwood Group Diamond Estates Wines & Spirits Marketing & Product Guide 115

106 Discovery & Green Extenders Discovery Shelf Extenders Location LCBO# Description D1: Discovery Wines D2: Discovery Wines D3: Discovery Wines Green Shelf Extender The Underdog Wine White VQA Ogier Heritages Cotes Du Rhone Beringer Founders Estate Zinfandel Size (ml) Support Program Agent 750 BAM Mark Anthony Brands 750 LTO D4: Discovery BSM (416) Local Lager 473 BAM Select Wine Merchants Inc. 750 LTO Treasury Wine Estates Amsterdam Brewing Co. Limited D5: Discovery BSM Seagram Cider 473 LTO The Brick Brewing Co. D6: Discovery BSM Seagram Wild Berry The Original 4 x 341 LTO The Brick Brewing Co. D7: Discovery Spirits Devil's Cut 750 LTO Beam Global Canada D8: Discovery Spirits Finlandia Vodka 1140 LTO D9: Discovery Spirits Diplomatico Reserva 750 LTO Location LCBO# Description Size (ml) Support Program Brown Forman Canada Four Sqaure Trading Ltd. G1: Green Extender Adobe Reserva Sauvignon Blanc Organic Agent 750 LTO PMA Canada Ltd. 116 Promotional Turn 12 - Joie de Vin

107 IMAGE Shelf Talkers LCBO# Description Size (ml) Bertani Valpolicella Valpantena Ripasso Taylor Fladgate Late Bottled Vintage Port Support Program Agent 750 Churchill Cellars Ltd. 750 Sylvestre Wines & Spirits Inc Colio Extra Dry Red 1500 Colio Estate Wines Steam Whistle Premium Pilsner 500 Steam Whistle Brewing Fielding Pinot Gris VQA 750 Fielding Estate Winery Trapiche Broquel Malbec 750 Philippe Dandurand Wines Ltd Catastrophe Red VQA 750 Cattail Creek Estate Winery Hop City Barking Squirrel Lager 473 The Premium Beer Company Inc Tennent's Export Lager 500 The Premium Beer Company Inc Magners Pear Cider 500 The Premium Beer Company Inc Montes Limited Selection Cabernet Sauv Carmenere 750 Vin Vino Wine Merchants Calvados Boulard Pays D'Auge 750 PMA Canada Ltd Worthington's White Shiel 500 Creemore Springs Brewery Ltd Samuel Adams Latitude 48 IPA 6 x 355 The Premium Beer Company Inc Hop City Big Mouth Pale Ale 473 The Premium Beer Company Inc Woodchuck Hard Amber Cider 6 x 355 The Premium Beer Company Inc Scintilla D'Amore Lambrusco Di Sorbara 750 Mauro's Wine Agency Tenuta S. Anna Cabernet Franc 750 Regazzi Wines & Spirits Rhyme And Reason 6 x 355 Hobbs & Co. Wine Merchants Deakin Estate Shiraz 750 Churchill Cellars Ltd Hungaria Grande Cuvee Brut 750 Sylvestre Wines & Spirits Inc Moosehead Lager 6 x 341 The Premium Beer Company Inc. Marketing & Product Guide 117

108 Limited Time Offers LCBO# Case Conversion# Description Size (ml) LTO Display Program 893 Wiser's DeLuxe 750 $1.50 Shelf Extender 943 Mouton Cadet Rouge 750 $1.50 POD Program 2253 Disaronno Amaretto 750 $2.00 Shelf Extender 2527 Mouton Cadet Blanc 750 $1.50 POD Program 2881 Pisse-Dru Beaujolais 750 $1.00 End Aisle 6106 Kronenbourg x 330 $ Bouchard Aine & Fils Beaujolais Superieur 750 $1.00 End Aisle Jameson Irish Whiskey 750 $ Newcastle Brown Ale 500 $ Gaston De Lagrange VS 750 $2.00 Comm. Extender Remy Pannier Rose D'Anjou 750 $1.00 End Aisle, FSI Baileys Caramel Irish Cream Liquor 750 $ Rickard's Red 473 $ Finlandia Vodka 750 $ Folonari Valpolicella Classico 1500 $2.00 Shelf Extender Sauza Gold Tequila 750 $ Mill Street Tankhouse Ale 6 x 341 $1.00 Shelf Extender Calvet Saint Emilion 750 $1.50 End Aisle Fuller's London Porter 500 $ Prince Igor Extreme Vodka 1140 $1.00 Shelf Extender Dopff & Irion Crystal D'Alsace Sylvaner 750 $1.00 Shelf Extender Mommessin Chateauneuf-Du-Pape 750 $ Bouchard Pere & Fils Petit Chablis 750 $2.00 End Aisle, FSI Bouchard Pere & Fils Macon-Lugny St-Pierre 750 $1.50 End Aisle El Dorado 12 Year Old Rum 750 $ Strewn Gewurztraminer VQA 750 $ Sawmill Creek Dry Red 4000 $ Remy Pannier Sauvignon Blanc 750 $1.00 Shelf Extender Latour Pinot Noir 750 $2.00 End Aisle Carlsberg 6 x 330 $ Carlsberg 500 $ Robert Mondavi Woodbridge Chardonnay 750 $1.00 Shelf Extender Southern Comfort 750 $ Appleton Estate Extra 12 Year Old Rum 750 $ Auchentoshan 12 Year Old Single Malt Scotch 750 $5.00 Shelf Extender Angels Gate Gamay Noir VQA 750 $ Pelee Island Monarch Red VQA 750 $ Absolut Vodka 750 $1.50 Shelf Extender 118 Promotional Turn 12 - Joie de Vin

109 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Victoria Gin 750 $ Wild Vines Tropical Chardonnay 750 $ Georges Duboeuf Beaujolais-Villages 750 $1.00 End Aisle, FSI Warsteiner Premium Lager 6 x 330 $ Open Riesling-Gewurztraminer VQA 750 $ Fuzion Alta Reserve Malbec 750 $1.00 Comm. Extender Pelee Island Chardonnay VQA 750 $1.00 Shelf Extender Pelee Island Lighthouse Riesling VQA 750 $1.00 Shelf Extender Pelee Island Lighthouse Cabernet Franc VQA 750 $1.00 Shelf Extender Inniskillin Riesling Pinot Grigio VQA 750 $ El Dorado 6 YO Deluxe Silver Demerara Rum 750 $ Czechvar Premium Lager 500 $ Laurent Miquel Pere Et Fils Chardonnay 750 $1.00 End Aisle Absolut Berri Acai Vodka 750 $ Seagram Wild Berry The Original 4 x 341 $1.00 Discovery Extender Louis Jadot Bourgogne Pinot Noir 750 $2.00 End Aisle, FSI Louis Jadot Macon Villages Chardonnay 750 $1.00 End Aisle C'Est La Vie Pinot Noir Syrah 750 $1.00 End Aisle Albert Bichot Bourgogne Pinot Noir 750 $1.50 End Aisle Santa Rita Reserva Carmenere 750 $ Hob Nob Pinot Noir 750 $1.00 End Aisle, FSI Hob Nob Merlot 750 $2.00 End Aisle Fielding Red Conception VQA 750 $ Sapporo Premium Beer 4 x 500 $ White Owl Whisky 750 $3.00 Shelf Extender Tequila Rose Liqueur 750 $2.50 Shelf Extender Fielding White Conception VQA 750 $ Luksusowa Vodka 1140 $1.00 Shelf Extender Jacob's Creek Reserve Riesling 750 $ Georges Duboeuf Beaujolais Brouilly 750 $2.00 End Aisle Girls' Night Out Tropical Tango 1500 $1.00 Mini Thematic El Dorado 5 Year Old Rum 1140 $ Cono Sur Sparkling Brut Nv 750 $2.00 Shelf Extender, Wine Fridge Girls' Night Out Sparkling VQA 750 $1.00 Shelf Extender Finlandia Vodka 1140 $1.00 Discovery Extender Freixenet Cordon Negro Brut 750 $1.00 Shelf Extender Marketing & Product Guide 119

110 Limited Time Offers Continued LCBO# Case Conversion# Description Grolsch Premium Lager 4 x 450 $ Havana Club Anejo Blanco Rum 1140 $ Dekuyper Peachtree Schnapps Liqueur 1140 $2.00 Size (ml) LTO Display Program Bear Flag Smooth Red Blend 750 $1.00 Shelf Extender Angels Gate Archangel Chardonnay Brut VQA 750 $ Hob Nob Chardonnay 750 $1.00 End Aisle, FSI Art De Vivre Cabernet Sauvignon 750 $1.00 End Aisle Santa Julia Reserva Cabernet Sauvignon 750 $ Kressmann Selection Merlot 1500 $1.00 End Aisle Les Jamelles Merlot Vin De Pays D'Oc 750 $1.00 End Aisle Chapoutier Belleruche Blanc 750 $2.00 End Aisle, FSI Mouton Cadet Reserve Blanc 750 $2.00 POD Program Bougrier Vouvray Chenin Blanc Aoc 750 $1.00 End Aisle Chateau Ducla Bordeaux Superieur 750 $2.00 End Aisle Pilsner Urquell 500 $ Arbor Mist White Pear Pinot Grigio 750 $ Hollandia Lager Beer 500 $ Cupcake Red Velvet 750 $2.00 Shelf Extender, LTO Sobieski Vodka 1140 $1.00 Discovery Extender Peninsula Ridge Cabernet Merlot VQA 750 $ Sawmill Creek Riesling 1500 $ La Vieille Ferme Cotes Du Ventoux 750 $1.00 End Aisle Le Parisien Pinot Noir Pays D'Oc 750 $1.00 End Aisle, FSI Adobe Reserva Sauvignon Blanc Organic 750 $2.00 Green Extender Nicolas Feuillatte Brut Rose Champagne 750 $5.00 End Aisle Jackson-Triggs Cabernet Sauvignon Bag In Box 4000 $ Henry Of Pelham Baco Noir VQA 750 $1.00 Shelf Extender Writers Tears Pot Still Irish Whiskey 700 $ Devil's Cut 750 $2.00 Discovery Extender Double Cross Vodka 750 $5.00 Shelf Extender Pinnacle Whipped 750 $ Crabbies Original Alcoholic Ginger Beer 500 $ Canadian Club & Cola Mixed 473 $ Canadian Club & Ginger Ale 473 $ Diplomatico Reserva 750 $3.00 Discovery Extender Jackson-Triggs Vidal 1500 $ Passion Pop Pink Sparkling 750 $ Seagram Cider 473 $0.45 Discovery Extender 120 Promotional Turn 12 - Joie de Vin

111 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Sica Baron De Hoen Pinot Gris Reserve 750 $1.00 End Aisle Skinnygirl White Cranberry Cosmo 750 $ Hpnotiq Harmonie Liquor 750 $ Forty Creek Copper Pot Reserve 750 $2.00 Shelf Extender Laroche Chablis Saint Martin 750 $2.00 Wine Fridge A Hogsback Vintage Lager 473 $ Gilles Louvet O Pinot Noir Organic 750 $1.00 End Aisle, FSI Paul Mas Estate Cabernet Sauvignon Merlot 750 $2.00 End Aisle Les Jamelles Cabernet Sauvignon 750 $1.00 End Aisle, Shopping Cart, FSI Brotte La Fiole Cote Du Rhone 750 $2.00 End Aisle, FSI Chateau Des Charmes Aligote VQA St. Davids B 750 $ Chateauneuf Du Pape Clos Du Calvaire 750 $2.00 End Aisle La Vieille Ferme Cotes Du Luberon 750 $1.00 End Aisle Molson Canadian Wide Mouth 4 x 473 $ Chateau Joinin 750 $2.00 End Aisle Rosehall Run Defiant VQA 750 $ Cupcake Cabernet Sauvignon 750 $ Beringer Founders Estate Zinfandel 750 $2.00 Discovery Extender Pelee Island Blanc De Blanc VQA 1500 $ Small Talk Good Night VQA 750 $ Wolf Blass Red Label Shiraz/Cabernet Sauv 750 $2.00 Shelf Extender Canadian Club Classic 1750 $ Three Olives Smores Vodka 750 $ Dr. McGillicuddy's Peach Schnapps 750 $1.50 Shelf Extender Skyy Vodka 1750 $ Marie Duffau Bas Armagnac Napoleon 750 $ Santa Julia Organic Brut Sparkling 750 $ Colio Semi-Dry Red 1500 $ Seagram Lemonade 6 x 355 $1.00 Shelf Extender Mudshake Caramel 4 x 270 $1.50 Shelf Extender Les Coteaux Chardonnay 750 $1.00 End Aisle, Wine Fridge B Chapoutier Cotes Du Rhone Villages 750 $3.00 End Aisle, FSI Beck's 500 $0.25 Shelf Extender Gustave Lorentz Riesling Cuvee Amethyste 750 $1.00 End Aisle Cattier Brut Premier Cru Champagne 750 $5.00 End Aisle Pelee Island Pinot Grigio VQA 750 $1.00 Marketing & Product Guide 121

112 Limited Time Offers Continued LCBO# Case Conversion# Description Jackson-Triggs Cabernet Sauvignon 750 $1.00 Size (ml) LTO Display Program Dragonheart Cinnamon Vodka Liqueur 750 $1.00 Comm. Extender Seagram Black Cherry 80 Calorie 6 x 355 $ Guinness Black Lager 6 x 330 $ Rene Barbier Mediterranean White 750 $1.00 Shelf Extender Henry Fessy Moulin-A-Vent 750 $2.00 Shelf Extender, FSI Innis & Gunn Original 6 x 330 $ Hardys Bankside Shiraz 750 $1.00 Shelf Extender Lodez Chardonnay Viognier 750 $1.00 End Aisle, FSI Mott's Extra Spicy Caesar 458 $ Les Montgolfiers Syrah 750 $2.00 End Aisle Amarula Cream 750 $3.00 Shelf Extender Pelee Island Moscato Red 750 $ Skinnygrape Rose 750 $2.00 Wine Fridge Yellow Tail Big Bold Red 750 $ Forty Creek Cream Liquor 1140 $ Kittling Ridge Cabernet Sauvignon Prop Cuvee 750 $1.00 Comm. Extender Black Cellar Shiraz Cabernet 750 $2.00 Shelf Extender Roche Bastide Cotes Du Rhone Organic 750 $1.00 End Aisle, FSI Cheval Noir Bordeaux 750 $1.00 POD Program Pfaff Pinot Gris 750 $2.00 End Aisle, FSI Three Olives Marilyn Monroe Strawberry Vodka 750 $ Coors Banquet 473 $ Cameron s Deviator Doppelbock 650 $1.00 Shelf Extender Panama Jack's Chocolate Cream 750 $ Louis Bernard Cotes Du Rhone Villages 750 $1.00 End Aisle, FSI Masi Serego Alighieri Rosso Veronese 750 $1.00 Comm. Extender Fireball Whisky Shooter 750 $2.00 Shelf Extender Lindemans Bin 40 Merlot 750 $ Piper Heidsieck Brut Champagne 750 $5.00 End Aisle, FSI Strewn Riesling Gewurztraminer VQA 750 $ J&F Lurton Les Fumees Blanches Sauv Bl Vdp 750 $1.00 Comm. Extender, FSI Malibu Coconut Rum 750 $1.00 Shelf Extender Arbor Mist Exotic Fruits White Zinfandel 750 $ Cave Spring Sauvignon Blanc VQA 750 $1.00 Shelf Extender Ogier Heritages Cotes Du Rhone 750 $2.00 Discovery Extender Tiger Beer 500 $ Promotional Turn 12 - Joie de Vin

113 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Philippe De Rothschild Merlot Vdp 1500 $2.00 End Aisle Wild Vines Strawberry White Zinfandel 1500 $ Wild Vines Blackberry Merlot 1500 $ Fat Bastard Shiraz Vdp 750 $1.50 End Aisle, FSI Reif Estate Cabernet/Merlot VQA 750 $1.00 Shelf Extender Ogier Cotes Du Ventoux 750 $1.00 End Aisle Mott's Clamato Caesar Extra Spicy 4 x 355 $ Louis Bernard Cotes Du Rhone Red 750 $1.00 End Aisle Trius Cabernet Sauvignon VQA 750 $ French Cross Dry White Bag In Box 4000 $ Pelee Island Eco Trail Chard Auxerrios VQA 750 $1.00 Shelf Extender Pelee Island Late Harvest Vidal VQA 750 $ Slava Ultra Premium Vodka 750 $ Buffalo Trace Bourbon 750 $ Grant's Family Reserve 1140 $ McWilliams Hanwood Estate Shiraz 750 $1.50 Shelf Extender Peter Lehmann Clancy's Shiraz/Cabernet/Merlot 750 $2.00 Shelf Extender Coronita Extra 6 x 207 $ Kozel Beer 500 $ Monkey Bay Sauvignon Blanc 750 $1.00 Wine Fridge Hoya De Cadenas Reserva 750 $1.00 Shelf Extender Jackson-Triggs Pinot Grigio 750 $1.00 Popular Pick J.P Chenet Premier De Cuvee Merlot Cabernet 750 $1.00 Shelf Extender Carolans Irish Cream 1140 $4.00 Shelf Extender Pelee Island Shiraz/Cabernet 750 $1.00 Comm. Extender Naked Grape Sauvignon Blanc 750 $ A De Luze & Fils Chateau Bel Air 750 $1.50 End Aisle French Cross Shiraz 1500 $ French Cross Pinot Grigio 1500 $ Two Oceans Shiraz 750 $ El Dorado Special Reserve 15 Year Old Rum 750 $ Grappa Stravecchia 750 $ El Dorado Demerara 5 Year Old Rum 750 $1.50 Shelf Extender Budweiser 6 x 355 $1.00 Shelf Extender Coors Light 6 x 355 $1.00 Marketing & Product Guide 123

114 Value Added Program Warehouse Applied LCBO# Case Conversion# Description Size (ml) VA Approved VA Mother Carton# 8219 Prince Igor Vodka (P.E.T) 750 Prince Igor Extreme 50 ml Small Cask Brandy 1140 Forty Creek Barrel Select 50 ml Banff Ice Vodka 1140 CC Premium 50 ml Forty Creek Cream Liquor 750 Forty Creek Barrel Select 50 ml Forty Creek Barrel Select Whisky 1140 Forty Creek Double Barrel 50 ml Prince Igor Extreme Vodka 750 Forty Creek Barrel Select 50 ml Bolivar Coffee Liqueur 1140 Prince Igor Extreme 50 ml Promotional Turn 12 - Joie de Vin

115 Value Added Program Sales Representative Applied LCBO# Case Conversion# Description Size (ml) VA Approved 18 Heineken Lager 6 x 330 Ice Hotel Toque 307 Seagrams V.O. 750 Belt Buckle 992 Royal Reserve 1140 Wiser's DeLuxe 50 ml 2063 Lamb's Navy Rum 750 Wiser's DeLuxe 50 ml 5173 Paarl Brandy 5 Star 750 Branded Stemless Wine Glass 8219 Prince Igor Vodka (P.E.T) 750 Prince Igor Extreme 50 ml Small Cask Brandy 1140 Forty Creek Barrel Select 50 ml Flat Roof Manor Pinot Grigio 750 Branded Stemless Wine Glass Smirnoff Vodka 1750 Captain Morgan 50 ml Alberta Pure Vodka (P.E.T) 1750 Canada themed toques Barefoot Pinot Grigio 750 Pummice Stone Barefoot Merlot 750 Pummice Stone Barefoot Shiraz 750 Pummice Stone Hpnotiq Liquor 200 Brookside Chocolate Satchel Grey Goose Vodka 750 Bottle Topper Barefoot Cabernet Sauvignon 750 Pummice Stone Barefoot Chardonnay 750 Pummice Stone Raynal Napoleon VSOP 750 Branded Glass in Premium Box Carolans Irish Cream 750 Frangelico 50 ml Ouzo Branded Glassware Flat Roof Manor Merlot 750 Branded Stemless Wine Glass Pasqua Villa Borghetti Passimento Rosso 750 Romeo & Juliet Wall Limited Special Label Moretti Beer 6 x 330 Bottle Opener Jack Daniel's Tennessee Whiskey 1750 Gentleman Jack 50 ml Corona Extra 6 x 330 Snow Tracks Pknt Carmenere 750 Chocolates The Famous Grouse 1140 Black Grouse 50 ml Alpenbitter No Prince Igor Extreme 50 ml Wiser's DeLuxe 1140 Wiser's Spiced 50 ml Banff Ice Vodka 1140 CC Premium 50 ml Skyy Vodka 1140 Branded Glassware Sailor Jerry Spiced Navy Rum 1140 Branded Glassware Crown Royal 1140 NHL Glass St Remy A La Creme 750 St Remy XO Heering Cherry Liqueur 750 Citadelle Gin 50 ml Iceberg Vodka 1140 Iceberg IceFusion Chocolate Mint Flavoured Vodka 50 ml Barefoot Moscato 750 Pummice Stone Apothic Red 750 Valentines Ghiradelli Chocolate Jose Cuervo Especial Gold 750 Kraken 50 ml Forty Creek Cream Liquor 750 Forty Creek Barrel Select 50 ml Marketing & Product Guide 125

116 Value Added Program Sales Representative Applied continued LCBO# Case Conversion# Description Size (ml) VA Approved Skinnygrape Pinot Grigio Calorie Chocolate Skinnygrape Chardonnay Calorie Chocolate Place In The Sun Shiraz 750 Branded Stemless Wine Glass Kwv Cafe Culture Pinotage Star Brandy 50 ml Leblon Cachaca 700 Muddler Canadian Club Classic 750 Dark Horse 50 ml Canadian Club Reserve 1750 CC Canada Toque Crown Royal Maple Finished 750 Bottle Jacket China Shop Like A Bull Red 750 Stemless Wine glass The Kraken Black Spiced Rum Silver Tequila 50 ml Forty Creek Barrel Select Whisky 1140 Forty Creek Double Barrel 50 ml Stalk & Barrel Canadian Whisky 750 Cloth Gift Bag E&J VSOP Brandy 750 XO Brandy Minis Captain Morgan Spiced Rum 750 NHL Toque Tiger Beer 6 x 330 Ear Buds Wild Vines Blackberry Merlot 750 Valentines Giradelli Chocolates Casillero Del Diablo Rsv Shiraz 750 Valentine Drop Stop Prince Igor Extreme Vodka 750 Forty Creek Barrel Select 50 ml Bolivar Coffee Liqueur 1140 Prince Igor Extreme 50 ml Creemore Springs Premium Lager 6 x 341 Vintage Style Bottle Opener Lulu B Pinot Noir Vdp 750 Spicebox Whisky 50 ml Yankee Jim Ice 6 x 355 Beer Coozie Laker Lager 6 x ml can of Laker Ice Laker Ice Lager 6 x ml can of Laker Lager Laker Strong Lager 6 x ml can of Laker Ice 126 Promotional Turn 12 - Joie de Vin

117 Bonus AIR MILES Reward Miles LCBO# Case Conversion# Description Size (ml) Display Program BAM 42 Canadian Club Premium Smirnoff Vodka Black Velvet McGuinness Silk Tassel Blue Nun Deutscher Tafelwein Alberta Pure Vodka (P.E.T) Courvoisier VS Alberta Premium (P.E.T) Silent Sam Vodka Rodet Cotes Du Rhone 750 Shelf Extender Courvoisier VSOP Anselme La Fiole Du Pape Chateauneuf 750 End Aisle, FSI 10 Pape Red Prince Igor Vodka (P.E.T) Duff Gordon Brandy Veuve Clicquot Ponsardin Rose 750 POD Program Canada Gold Whisky (P.E.T) Fat Bastard Cabernet Sauvignon Vdp 750 End Aisle Chateau Timberlay 750 POD Program Ruffino Orvieto Classico Doc 750 Wine Fridge B Mommessin Export Cuvee St Pierre Rouge Smirnoff Vodka (P.E.T.) Canadian Club Premium Veuve Clicquot Demi Sec Champagne 750 POD Program Forty Creek Barrel Select Jaffelin Bourgogne Aligote Dan Aykroyd Chardonnay VQA 750 Wine Fridge Alberta Premium (P.E.T) Stoneleigh Marlborough Pinot Noir Small Cask Brandy (P.E.T) Deinhard Riesling Dry Wayne Gretzky Chardonnay VQA Eastdell Pinot Grigio VQA Sawmill Creek Chardonnay Bag In Box Montalto Pinot Grigio Igt Sicily 750 Wine Fridge B Cavallina Nero D'Avola Syrah Bacardi Gold Rum 1750 Shelf Extender Alberta Pure Vodka (P.E.T) The Glenlivet Nadurra Aged 16 Years J.P. Chenet Cabernet Syrah 750 End Aisle Jacob's Creek Reserve Cabernet Sauvignon Forty Creek Double Barrel Reserve Whisky Canadian Club Premium (P.E.T) Maker's Mark Kentucky Bourbon Marketing & Product Guide 127

118 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Appleton Special Gold Rum (P.E.T) Gray Fox Cabernet Sauvignon George Wyndham Founder's Reserve Shiraz Alvear's Fino Montilla Hpnotiq Liquor Cavallina Grillo Pinot Grigio Russian Prince (P.E.T) Smirnoff Vodka (P.E.T) Ogier Cotes Du Ventoux Rose 750 Wine Fridge B Si Soave Russian Standard Vodka James Ready x J.P. Chenet Pinot Noir Reserve 750 End Aisle Montecillo Crianza La Rioja Bees Shiraz VQA B & G Partager Blanc 1500 Hero Chateau Saint-Germain 750 Shelf Extender Perrier Jouet Grand Brut Champagne 750 End Aisle Montes Reserva Cabernet Sauvignon Chateau Des Charmes Cab Franc Est Bottled VQA Piat D'Or Chardonnay 750 Shelf Extender Graffigna Centenario Shiraz Reserve Graffigna Centenario Pinot Grigio Reserve Argento Cabernet Sauvignon Reserva Vineland Estates Dry Riesling VQA Casa Lapostolle Carmenere Grand Sud Merlot 1000 End Aisle Xplorador Carmenere B & G Partager Rouge Gato Negro Cabernet Sauvignon Prince Igor Vodka (P.E.T) Enzo Vincenzo Valpolicella Ripasso Whyte & Mackay Special Blend Robert Mondavi Woodbridge Moscato 750 Wine Fridge Okocim Mocne Konzelmann Riesling VQA 750 Shelf Extender Russian Standard Vodka 1140 Shelf Extender Wyborowa Vodka Dujardin VSOP Brandy 1140 Shelf Extender De Chanceny Cremant De Loire Rose Brut 750 End Aisle Eastdell Gamay Noir VQA Dan Aykroyd Merlot VQA Cattos Rare Blended Scotch Lanson Black Label Brut Champagne Alberta Springs Promotional Turn 12 - Joie de Vin

119 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Smirnoff Vodka Galliano Grand Macnish Jackson-Triggs Methode Cuve Clos Sparklg VQA Canadian Club Premium Chateau De Montgueret Cremant De Loire 750 Wine Fridge C 7 Brut Kawin Cabernet Sauvignon Baltika Brugal Anejo Lucid Absinthe Superieure Beso De Vino Seleccion Do Carinena Deep Purple Lodi Zinfandel Yellow Tail Reserve Shiraz Kourtakis Apelia White Kourtakis Apelia Red Lake Of Bays Spark House Red Ale 6 x Absolut Raspberri Vodka Kressmann Selection Chardonnay 750 End Aisle Kressmann Selection Merlot 750 End Aisle The Underdog Wine White VQA 750 Discovery Extender Francois Lurton Sauvignon De Bordeaux B & G Partager Cabernet Sauvignon B & G Partager Merlot 750 Hero, FSI Muskoka Cream Ale 6 x J.P. Chenet Chardonnay 750 Wine Fridge B Belvedere Pure Vodka Windhoek Lager 6 x Chateau St. Jean Chardonnay Sonoma Alsace Willm Gewurztraminer Reserve Vina Maipo Vitral Reserva Chardonnay Big House Cardinal Zin Hat Trick Red VQA Jack Daniel's Tennessee Honey Brancott Letter Series B Sauvignon Blanc Somersby Apple Cider Joseph Drouhin Chablis Drouhin Vaudon 750 End Aisle, FSI Penfolds Koonunga Hill Shiraz/Cabernet Clean Slate Riesling Qualitatswein Mosel Whyte & Mackay Special Reserve Project Paso Cabernet Sauvignon Lot No. 40 Single Copper Pot Still Canadian Whisky Villa Wolf Pinot Noir, Pfalz Lamb's Black Sheep Spiced Rum 750 Comm. Extender Antonin Rodet Syrah Marketing & Product Guide 129

120 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Black Velvet Toasted Caramel Whisky Jovly Cabernet Franc Chinon Bols Blue Curacao Sileni Cellar Selection Merlot Chateau St. Jean Pinot Noir Santa Rita 120 Cab Franc Carm Cab Sauv Giesen Sauvignon Blanc Marlborough Sogrape Mateus Signature Red Canadian Club Classic Canadian Club Reserve Ketel One 1750 Shelf Extender French Cross Cabernet Sauvignon French Cross Sauvignon Blanc 750 Wine Fridge Skinnygirl Tangerine Vodka Harry's Hurricane Spiced Rum Firesteed Oregon Pinot Gris Chateau Du Cleray Muscadet Sevre Et Maine Topazio Douro La Croix D'Azur Sauvignon Blanc Moulin De Gassac Chardonnay 750 BBAM Chateau Des Arroucats Sainte Croix Du Mont 750 End Aisle Les Volets Malbec 750 POD Program La Chasse Merlot Vin De France Domaine Du Rey Colombard Sauvignon Black Tower Rivaner Baden Gewurztraminer Qba Yvon Mau Merlot Vdp 750 End Aisle Dillon's The White Rye Fabiano La Calvisana Custoza Superiore Gariottin Malbec Cahors Moulin De Gassac Merlot 750 POD Program, 4 BBAM Pillitteri Cabernet/Merlot VQA (416) Local Lager 473 Discovery Extender Forty Creek Copper Pot Reserve Whisky Buried Hope Tempranillo Black Cellar Pinot Grigio Chardonnay Buried Hope Cabernet Sauvignon Jackson-Triggs Riesling Gewurztraminer VQA Boundary Ale Mas Des Montagnes Cotes Du Roussillon 750 Shelf Extender 6 Villages Chateau De Vaugelas Corbieres Le Prieure Tito's Handmade Vodka Molson Canadian Victory Bottle 625 Shelf Extender Pierre Sparr Gewurztraminer 750 End Aisle Pilsner Urquell 6 x Promotional Turn 12 - Joie de Vin

121 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Iceberg Vodka 750 BBAM Philippe De Rothschild Cabernet Sauvignon 750 End Aisle 6 Vdp Two Oceans Cabernet Sauvignon/Merlot Two Oceans Sauvignon Blanc Casillero Del Diablo Rsv Merlot La Vieille Ferme Cotes Du Ventoux 1500 Shelf Extender Moet & Chandon Imperial Champagne 750 End Aisle Banff Ice Vodka Spinelli Quartana Chardonnay Terre Di Chieti Polar Ice Vodka (P.E.T) 1750 Comm. Extender Kronenbourg Obikwa Sauvignon Blanc Obikwa Shiraz Beringer Founders Estate Merlot Nicolas Feuillatte Brut Champagne 750 Wine Fridge A Kwv Cabernet Sauvignon/Merlot Forty Creek Barrel Select Corona Extra Guinness Draught 8 x Warsteiner Premium Lager Fat Bastard Chardonnay Vdp 750 End Aisle Veuve Clicquot Brut Champagne 750 POD Program Yvon Mau Merlot Vdp 1500 End Aisle Godiva White Chocolate Cream Liquor Casillero Del Diablo Reserva Sauvignon 750 Wine Fridge 6 Blanc Chivas Regal 18 Year Old Gato Negro Merlot Bombay Sapphire London Dry Forty Creek Barrel Select Louis Bernard Cotes Du Rhone White 750 End Aisle Argento Chardonnay Appleton Estate V/X Jamaica Rum Flor De Cana Black Label 5 Year Old Rum 750 Shelf Extender Pravda Vodka Beringer Stone Cellars Cabernet Sauvignon Osborne Solaz Tempranillo Cabernet Sauvignon Pasqua Merlot Delle Venezie Casillero Diablo Rsv Carmenere Trapiche Cabernet Sauvignon Relax Riesling Yvon Mau Colomb Chard Vdp 750 End Aisle Wolf Blass Yellow Label Sparkling Brut Obikwa Cabernet Sauvignon Sleeman Honey Brown Lager 6 x Sleeman Cream Ale 6 x Marketing & Product Guide 131

122 Bundled Bonus AIR MILES Reward Miles BBAM Option LCBO# Description 1 1 Size (ml) BAM BBAM Amount Moulin De Gassac Chardonnay Moulin De Gassac Merlot Molson Canadian Wheat Molson Canadian Sleeman Original Draught Prince Igor Vodka Iceberg Vodka 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 132 Promotional Turn 12 - Joie de Vin

123 Necktags LCBO# Case Conversion Description Size (ml) NT Approved Russian Standard Vodka 750 Support the Canadian Athletes Russian Standard Vodka 1750 Support the Canadian Athletes Russian Standard Vodka 1140 Support the Canadian Athletes Cono Sur Chardonnay Organic 750 Accolade Baileys Hazelnut Flavour Cream Liquor 750 Flav Cocktail Recipes Stolichnaya Elit Vodka 750 Recipe Mitolo Junior Cabernet 750 Valentine's Day Gift Skinnygirl Bare Naked Vodka 750 $5 off coupon to Cinaplex Odeon Chocolate Rouge Dark Red Wine 750 Valentines Necktag Rhyme and Reason 6 x 341 Scan it Art Absolut Mandrin 750 Recipe Marketing & Product Guide 133

124 Display Table Merchandising Guidelines The following section provides direction on merchandising Nesting and Promo Tables. If you have any questions, please contact hellolcbo.

125 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 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. 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. 136 Promotional Turn 12 - Joie de Vin Example of colour, size, type Example of like with like Example of basket with sign