MARKETING & PRODUCT GUIDE. PT2: April 25 - May 22, 2010

Transcription

1 MARKETING & PRODUCT GUIDE PT2: April 25 - May 22, 2010 Display Table Edition Ready-To-Drink Summer Sold Blockpile Premium Spirits Fixture Spring/Summer Turn Summer Beer Programs Promo Fixture - Two product turns

2 M arketing & Pro duc t Guide Promotion Dates: April 25 - May 22, 2010

3 Introduction The French Lessons promotion will help demystify and build the knowledge on French wines. We have developed interesting lessons on French wine that are easy to follow. We will feature key regions such as Bordeaux, Burgundy and the South of France. We will showcase products that demonstrate key regional styles, friendly labelling and value-for-money. French Lessons will make shopping for French wines easy and fun. Summer Programs In an effort to offer the most information in one place, we have included in this manual all the various summer programs. They are: the Premium Spirits Program (page 33), the Summer Rosés Program (page 43), the Ready-To-Drink Programs (page 47) and the Summer Beer Programs (page 59). In-Store Music For French Lessons, we transport our customers on a musical journey through France. From popular songs to music heard playing in Parisian cafés, this series embodies it all. 2 Promotional Turn 2: French Lessons

4 Thematic Signage

5 Thematic Signage Continued Component End Aisle Backer Cards Dimensions: 30 w x 24 h Installation End Aisle Product Re-order Code French Lessons- Generic Text Philippe De Rothschild Grey Goose Vodka Chateau Timberlay Premium Loron Bourgnone Chardonnay Standard Bouchard Pere & Fils Macon-Lugny St-Pierre Fat Bastard Chardonnay Chapoutier Cotes Du Rhone Villages Grand Marnier Premium Dopff & Irion Gewurztraminer Standard Yvon Mau Sauvignon Blanc Premium Alize Red Passion Standard Generic Georges Duboeuf Beaujolais French Tom Shiraz Premium Latour Pinot Noir Standard J.P. Chenet Limited Release Pinot Noir Piat D Or Merlot Kronenbourg Grand Gaillard Sauvignon Blanc Calvet Reserve Red Rafale Cab. Sauv./Just Cab. Sauv Anselme La Fiole Chateauneuf Du Pape Hennessey VS Cognac Veuve Clicquot Champagne Promotional Turn 2: French Lessons

6 Thematic Signage Continued Component Installation Re-order Code Images Hero Display Banner Stand Insert Hero Display # Fat Bastard Merlot/Yvon Mau Dimensions: Merlot 20 w x 70 h Note: Hero Display Signs & Promo Fixture Signs Ship in the same package Pricer Cards Dimensions: 8 w x 7 h Thematic Banner Stand Insert Dimensions: 20 w x 70 h Hero Display Fat Bastard Merlot Yvon Mau Merlot Metal Thematic Banner Stand (Front of store) # Versions # Marketing & Product Guide 5

7 Thematic Signage Continued Component Installation Re-order Code Images Power Aisle Banner Couple (front) French Lessons (back) Dimensions: 45 w x 30 h Power Aisle Banner Stacked Plates (front) French Lessons (back) Dimensions: 45 w x 30 h Order of Signs First Banner Nearest front of store Alternate the banner s sides down the length of the power aisle. # # Couple text Stacked Plates Text front front back back 6 Promotional Turn 2: French Lessons

8 Thematic Signage Continued Component Installation Re-order Code Images Window Showcard Front: Couple Back: French Lessons Alternate the signs sides # Dimensions: 28 w x 45 h Backlit / Tasting Bar Sign Dimensions: 21 15/16 w x 32 9/16 h Perimeter Category Sign Dimensions: 47.5 w x h The purpose of these signs is to draw customer attention to the section. Gondola Category Sign Dimensions: 47.5 w x h The purpose of these signs is to draw customer attention to the section. Tasting Bar or Backlit Sign Holder Install over the French wine section. DO NOT DISCARD THE PERMANENT SIGNAGE Remove the signs at the end of the promotion. Install over the French wine section. DO NOT DISCARD THE PERMANENT SIGNAGE Remove the signs at the end of the promotion. # France # Bordeaux # South of France # Burgundy # front back France # Marketing & Product Guide 7

9 Thematic Signage Continued Component Installation Re-order Code Images Perimeter Signs Couple/French Lessons (front over back) Dimensions: Banner: 30 w x 30 h First Banner Nearest front door of store Banner # Perimeter Signs Stacked Plates/French Lessons (front over back) Dimensions: Banner: 30 w x 30 h Perimeter Banners Second Banner Banner# Couple Text Stacked Plates Text front front back back 8 Promotional Turn 2: French Lessons

10 Thematic Signage Continued Component Installation Re-order Code Images Transparency Signs French Lessons (front over back) Dimensions: Square Transparency: 28.5 w x 28.5 h Rectangular Transparency: 45.5 w x 28.5 h First Nearest front door of store Square Transparency # Rectangular Transparency # Transparency Signs Couple (front over back) Dimensions: Square Transparency: 28.5 w x 28.5 h Rectangular Transparency: 45.5 w x 28.5 h Transparency Signs Stacked Plates (front over back) Dimensions: Square Transparency: 28.5 w x 28.5 h Rectangular Transparency: 45.5 w x 28.5 h Second Third Square Transparency # Rectangular Transparency # Square Transparency # Rectangular Transparency # Marketing & Product Guide 9

11 Thematic Signage Continued Component Installation Re-order Code Images Exterior Signs French Lessons Dimensions: Banner: 43 w x 87 h Transparency: 28 w x 45 h Exterior Signs Couple Dimensions: Banner: 43 w x 87 h Transparency: 28 w x 45 h Social Responsibility Vinyl Cling First Banner Nearest front door Alternate the signs sides Install on Exit Door ALWAYS REMOVE THE PREVIOUS VERSION Banner # Transparency # Banner # Transparency # English # French # Promotional Turn 2: French Lessons

12 Thematic Signage Continued Order of signs Power Aisle Banner Couple text Stacked Plates Text Perimeter Banner Couple Text Stacked Plates Text Marketing & Product Guide 11

13 Thematic Signage Continued Component Code Notes: Mixed Drink Poster Display Spot 1- Quintessential France Mixed Drink Poster Display Spot 2 - Australian Wine Mixed Drink Drum Sign Display Spot 1- Quintessential France Mixed Drink Drum Sign Display Spot 2 - Australian Wine In-Section Takeaway (English) Takeaway In-Section Takeaway (French) Takeaway Perpendicular Shelf Talkers (English) Shelf Talkers Perpendicular Shelf Talkers (French) Shelf Talkers On shelf LTO Shelf Talkers On shelf AIR MILES Shelf Talkers On shelf New Product Shelf Talkers On shelf BBAM Shelf Talkers On shelf IMAGE Shelf Talkres On shelf Thematic printed pricer cards (73 versions) On shelf Thematic regular extender strips (66 versions) On shelf Thematic community extender strips (5 versions) On shelf Thematic discovery extender strips (9 versions) On shelf Thematic blank shelf talkers (bundle of 50) On shelf Thematic blank pricer cards (bundle of 50) On shelf Thematic blank extender strips (bundle of 15) On shelf Go Green Extender Ontario Wine Superstars Full Kit Superstar complete kit Ontario Wine Superstars Popular Pick Shelf Talkers & Popular Pick Ontario Wine Superstars Superstars Shelf Talkers only Promo Fixture Sign (short) Ready to Drink Promo Fixture Sign (long) Ready to Drink Promo Fixture Shelf Talkers Ready to Drink go LOCAL Sub-Category Signs (Eng/FR) go Local - cube side signage VQA cube Medallion sign go Local - You ll Love What s growing in your Backyard VQA Shelf talkers x 5 Versions Spring Whites Bordeaux Pod Quad Merchandiser -Bordeaux South of France Pod Quad Merchandiser - South of France Burgundy Pod Quad Merchandiser - Burgundy Pod Pricer Cards French Lessons 12 versions (1 bundle of 12) 12 Promotional Turn 2: French Lessons

14 French Lessons Take Away Bro chure

15 Takeaway Brochure Overview The 24 page 5 x 5 booklet is a summary of basic tips to help choose and enjoy French wines. We have featured key regions in France such as Bordeaux, Burgundy, South of France, Rhône, Beaujolais, Alsace and Champagne. We have also outlined some simple facts to help make shopping for French wines easier. The booklet with its pocket-size can be carried whenever customers visit our stores. Merchandising Instructions The brochures will be merchandised in the France Section(s) in the Extended Shelf Brochure Holder (available from Central Supply ). Please replenish throughout the promotion. take away cover 14

16 French Lessons Adver tising

17 Advertising 16 French Lessons Newspaper Free Standing Insert When it comes to living well, the French are the experts. The France newspaper Free Standing Insert features seven French Lessons. The journey takes customers through lessons on three main wine regions (Bordeaux, Burgundy and the South of France), as well as four lifestyle lessons on fashion, food, romance and living life. Twenty-one products, mostly wines and a few spirits will be featured. The FSI will be distributed, starting May 1, in English and French in the following publications: Toronto Star Globe & Mail Ottawa Citizen Toronto Sun Ottawa Sun London Free Press Hamilton Spectator Windsor Star Kingston-Whig Standard Sudbury Star Kitchener-Waterloo Record National Post Ottawa L Express Le Droit Toronto L Express LCBO# Description Size (ml) 943 Mouton Cadet Rouge 750 ml 1784 Grand Marnier 750 ml Piat D Or Chardonnay 750 ml Calvet Saint Emilion 750 ml Bouchard Pere & Fils Petit Chablis 750 ml Remy Pannier Sauvignon Blanc 750 ml Rafale Syrah 750 ml Louis Jadot Macon Villages Chardonnay 750 ml Georges Duboeuf Beaujolais 750 ml Chapoutier Cotes Du Rhone Villages 750 ml Philippe De Rothschild Cabernet Sauvignon 750 ml Fat Bastard Shiraz 750 ml 4101 Remy Martin VSOP 750 ml Philippe De Rothschild Viognier Vdp 750 ml Chateau Timberlay 750 ml JP Chenet Limited Release Pinot Noir 750 ml Grey Goose Vodka 750 ml La Chablisienne Vieilles Vignes Chablis 750 ml Moueix Merlot 750 ml Chanson Père & Fils Le Bourgogne Pinot Noir 750 ml Veuve Clicquot Brut Champagne 750 ml Promotional Turn 2: French Lessons

18 Advertising Continued Weekly Newspaper Free Standing Inserts We will feature a key wine producing region every week with an eight page newspaper Free Standing Insert. Each insert will include a lesson and will feature eight products. Week One: Bordeaux Publications & Drop Dates Ottawa Citizen Tuesday, April 27, 2010 Toronto Star Wednesday, April 28, 2010 Globe & Mail Thursday, April 29, 2010 Participating Products LCBO # Description Format Price* 2527 Mouton Cadet Blanc 750 ml $ Chateau Timberlay 750 ml $ Chateau Puyfromage 750 ml $ A Luze & Fils Chateau Bel Air 750 ml $ Chateau Saint Germain 750 ml $ Chateau De Terrefort- Quancard 750 ml $ Chateau Pey La Tour 750 ml $ Moueix Merlot 750 ml $14.95 * Prices subject to change. Week 2: Rhône Publications & Drop Dates Ottawa Citizen Tuesday, May 4, 2010 Toronto Star Wednesday, May 5, 2010 Globe & Mail Wednesday, May 5, 2010 Participating Products LCBO # Description Format Price* La Vielle Ferme Cotes de Ventoux 750 ml $ Cotes de Ventoux 750 ml $ Rodet Cote De Rhone 750 ml $ Louis Bernard Cotes de Rhone White George Duboeuf Cotes de Rhone Blanc 750 ml $ ml $ Guigal Cote Du Rhone 750 ml $ Perrin Rs Cote Du Rhone 750 ml $ Cote Du Rhone Visan 750 ml $15.95 * Prices subject to change. Marketing & Product Guide 17

19 Advertising Continued Weekly Newspaper Free Standing Inserts - continued We will feature a key wine producing region every week with an eight page newspaper Free Standing Insert. Each insert will include a lesson and will feature eight products. Week 3: Burgundy Publications & Drop Dates Ottawa Citizen Tuesday, May 11, 2010 Globe & Mail Wednesday, May 12, 2010 Toronto Star Wednesday, May 12, 2010 Participating Products LCBO # Description Format Price* Latour Pinot Noir 750 ml $ Bouchard Aine & Fils Pinot Noir Bourgogne Bouchard Pere & Fils Pinot Noir Bourgogne 750 ml $ ml $ Latour Chardonnay 750 ml $ Bouchard Pere & Fils Macon-Lugny St. Pierre Bouchard Pere & Fils Pouilly-Fuisse 750 ml $ ml $ Chanson Pinot Noir 750 ml $ La Chablisienne Chablis 750 ml $24.95 Prices subject to change. Week 4: South of France Publications & Drop Dates Ottawa Citizen Tuesday, May 18, 2010 Toronto Star Wednesday, May 19, 2010 Globe & Mail Thursday, May 20, 2010 Participating Products LCBO # Description Format Price Yvon Mau Merlot 750 ml $ Fat Bastard Merlot 750 ml $ J.P. Chenet Cabernet Sauvignon Philippe de Rothschild Chardonnay Fat Bastard Chardonnay J&F Lurton Les Fumes Blanches Sauvignon Blanc 750 ml $ ml $ ml $ ml $ Patriache Pinot Noir 750 ml $ Côte Du Rhône Villages 750 ml $17.80 Prices subject to change. 18 Promotional Turn 2: French Lessons

20 Promotional Fix ture/mini Thematic Tequila - Think Sunshine April 11 - May 8 Ready-To -D rink May 10 - June 5

21 Promotional Fixture Tequila - Think Sunshine April 11 - May 8, 2010 Please continue to merchandise the Tequila - Think Sunshine products on the promotional fixture until May 8, The Tequila - Think Sunshine brochure should be restocked in-section until May 10, On May 10, 2010, merchandise the Ready-to-Drink products. Ready to Drink Overview It s that time of year again when we can all look forward to enjoying long weekends. As always, the Ready-To-Drink category has an exciting line-up of brand new flavours out just in time for the season! Participating Products LCBO# Description Format Naked Grape Shiraz 1364 ml Mike s Hard Lime 4 Pk-B Orangetini 1320 ml Woody s Sasparilla 1320 ml Palm Bay Strawberry Pineapple 2130 ml Vextini - Pink Bikini-Tini 750 ml Bacardi OPC - Strawberry Daquiri 750 ml Jack Daniel s and Cola Tall Can 473 ml Captain Morgan Long Island Iced Tea 750 ml Signage Use the pre-printed Category Sign in the sign bands. Use the pre-printed shelf talkers in front of the participating products. 20 Promotional Turn 2: French Lessons

22 Promotional Fixture Continued Participating Stores There are four different configurations of the Promotional Fixture throughout the store chain. See Participating Stores section of this Guide to determine which Promotional Fixture configuration your store has. Merchandising Instructions 2E - Two Rounded Ends The Promotional Fixture is two rounded ends, generally at the front of the power aisle. All the participating products that the store currently lists should be merchandised on one rounded end. Featured Gifts should be displayed on the other rounded end. Fabric Bags should be merchandised on the top shelf of both ends. Remove a selection of bags from their cellophane wrapping and merchandise with a participating product. 1E - One Rounded End The Promotional Fixture is one rounded end. All the participating products that the store currently lists should be merchandised on the two lower shelves. Featured Gifts and Fabric Bags should be merchandised on the top shelf. Rounded Ends Rounded End Marketing & Product Guide 21

23 Promotional Fixture Continued Merchandising Instructions (continued) 1G - One Gondola The Promotional Fixture is a gondola with one rounded end and one four foot section of shelving. All the participating products that the store currently lists should be merchandised on the four foot section. Featured Gifts should be displayed on the rounded end. Fabric Bags should be merchandised on the top shelf of both ends. Remove a selection of bags from their cellophane wrapping and merchandise with a participating product. Four Foot Section Gondola Rounded End 2G - Two Gondolas The store has two Promotional Fixture gondolas. All the participating products that the store currently lists should be merchandised on the four foot sections. Featured Gifts should be displayed on the rounded ends. Fabric Bags should be merchandised on the top shelf of the rounded ends. Remove a selection of bags from their cellophane wrapping and merchandise with a sample participating product. 22 Promotional Turn 2: French Lessons

24 Featured Gif t

25 Featured Gift Year Round Packaging Launch The year-round gift packaging components come in three new designs. New Components Introduced in Period 2 In Period 2, all stores will receive a force allocation of the new components listed below. # Bag $0.95 # Medium Shopper $1.95 # Gift Card & Carrier (min $ max $500.00) The distribution list will be comunicated in a future Sales & Marketing Newsletter. Other new gift packaging components will begin to be shipped in Period 3. Details will be published in the P3 Marketing & Product Guide. Advertising Food & Drink Ad The new year round gifting options will be advertised in a full page add in the Early Summer FOOD & DRINK magazine, available April 28, Promotional Turn 2: French Lessons

26 Featured Gift Ordering Although there will be an initial force allocation, we encourage you to re-order to maintain full displays. # Bag $0.95 Stores may order from their supplying warehouse. They are case packed in 75 (25 units of each design). These bags will be available for stores to order beginning the week of May 3 rd, # Medium Shopper $1.95 Stores may order from their supplying warehouse. They are case packed in 75 (25 units of each design). The shoppers will be available for ordering from supplying warehouse. # Gift Card & Carrier Stores may order Gift Cards and Carriers through Customer Service & Store Support. The cards are case packed in 150 (3 x 50 units of each design). These items will start to be shipped to stores the week of April 12 th, They are not be displayed until April 25 th, Merchandising # Bag $0.95 Merchandised on peg hooks at the cash ends. # Medium Shopper $1.95 Merchandise on peg hooks at the cash ends. # Gift Card & Carrier Merchandise in the acrylic Gift Card & Carrier Merchandiser on alternating checkouts. Marketing & Product Guide 25

27 Featured Gift Acrylic Gift Card & Carrier Merchandiser Following the positive feedback on the Holiday gift card, the gift card carrier and the self-merchandiser, a new permanent merchandiser has been produced. Ship Date The new merchandisers are scheduled to arrive in select stores during the week of April 19 th, Distribution A store distribution list will follow in a future Sales & Marketing Newsletter. Stores will receive enough merchandisers to display in an alternating fashion on checkout counters (including the Customer Service Desk - if applicable). For additional units, please contact the IMAGE Hotline at please quote reference GFT105. Merchandising Remove and recycle any cardboard gift card merchandisers. Place the new merchandiser in an alternate fashion on checkout counters (i.e. every other checkout). Use any remaining/existing merchandisers for Vintages Gift Cards. Complete merchandising guidelines will be sent to participating stores with their shipment of new merchandisers. For stores not receiving the newly designed merchandiser, please continue to use and order the Gift Card Holder(#691915) available through Central Supply. 26 Promotional Turn 2: French Lessons

28 Featured Gift Mother s Day In time for Mother s Day! Ideal for gift giving! Participating stores will receive two beautiful Fabric Bottle Bags. Shipping The Fabric Bottle Bags will be shipped to participating stores the week of April 19 th, The bags are case packed in units of 12. Participating Stores The following stores will receive 4 cases of each gift bags: 10, 38, 355 The following stores will receive 3 cases of each gift bags: 1, 149, 171, 217, 329, 390, 417, 525, 555, 573 The following stores will receive 2 cases of each gift bags: 214, 253, 486, 542, 575, 632, Cream w/ Green Polka Dots $ Green & Cream Lattice $4.95 The following stores will receive 1 case of each gift bags : 5, 6, 14, 15, 19, 20, 21, 22, 25, 27, 31, 34, 35, 36, 40, 44, 47, 50, 57, 58, 60, 61, 62, 63, 64, 68, 72, 79, 80, 82, 83, 90, 93, 95, 97, 101, 102, 106, 115,130, 132, 140, 143, 145, 148, 153, 154, 155, 156, 164, 165, 166, 168, 175, 179, 182, 183, 185, 186, 187, 190, 191, 192, 196, 198, 200, 201, 202, 207, 209, 210, 211, 212, 218, 226, 228, 237, 242, 243, 244, 246, 249, 252, 255, 263, 265, 269, 278, 287, 288, 295, 298, 311, 324, 325, 333, 334, 340, 343, 346, 351, 353, 359, 360, 361, 362, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 392, 393, 394, 398, 400, 402, 404, 407, 412, 416, 425,426, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 484, 490, 494, 495, 499, 501, 505, 511, 518, 521, 522, 523, 528, 536, 540, 544, 545, 546, 549, 553, 556, 559, 566, 568, 572, 579, 584, 586, 587, 590, 593, 601, 602, 616, 617, 619, 623, 624, 629, 630, 631, 700, 702, 703, 771, 776 Marketing & Product Guide 27

29 Featured Gift Participating Products Display the Mother s Day Bags with a selection of Rosé and Sparkling Wines. Please merchandise cellophane-wrapped vessels on the Promotional Fixture. The vessels should feature products that are appropriate for Mother s Day gif-giving. Merchandising Fabric Bottle Bags should be merchandised on the top shelf of the Promotional Fixture end(s). Remove a selection of bags from their cello wrapping and display them with products ideal for Mother s Day. Signage Insert the Category Sign into the sign band on the Promotional Fixture End. Install the shelf talker into the slot of the Fabric Bottle Bag holder. 28 Promotional Turn 2: French Lessons

30 goloc AL - Ontario Note: Mixed Drink Fixture participating products change every week of the promotion

31 golocal FSI Fixture Overview The selected products are made from four different varietals. All a perfect match to local ingredients recipes. This is the continuation of Period 1 selection which was advertised in a newspaper Free Standing Insert in mid-april. Please order sufficient quantities to merchandise the display. The display must be maintained for the duration of P2. Look forward to a new go Local FSI in Period 3. Participating Products Equifera Chardonnay VQA LCBO# ml Inniskillin Brae Blanc Reserve VQA LCBO# ml Trius Brut VQA LCBO# ml Colio Estate Late Harvest Vidal VQA LCBO# ml Components Pre-printed shelf talkers (4 versions). Install the pre-printed shelf talkers in front of each participating product in their regular shelf location. Retrofit Wedge Fixture Signage. Install the golocal square sign (with the Velcro microdots supplied) over the VQA medallion on the retrofitted end. Merchandise the four participating products on the top shelf of the fixture. participating products on top shelf 30 Promotional Turn 2: French Lessons

32 Ontario Superstars/ Popular Pick Program Ontario Superstars Pillitteri Pinot Grigio VQA LCBO# ml $12.95 A dry, peachy-pink refreshing wine with rich fruit flavours. Very enjoyable on its own and a perfect match for lemon risotto with grilled tiger shrimp. Popular Pick Sawmill Creek Pinot Grigio Chardonnay LCBO# ml This light and fresh white has aromas of pear, melon and apple. Vanilla and citrus notes make this wine a great match with hors d oeuvres, salads, chicken and seafood. Malivoire Red VQA LCBO # ml $14.95 This dry, medium-bodied blend of Merlot, Cabernet Sauvignon and Gamay has aromas and flavours of fresh black fruit, herbs and chocolate. A great accompaniment for meats, pastas and hearty vegetarian dishes. LIMITED TIME OFFER Valid until May 23 rd, 2010 Was: $8.95 Save: $1.00 Now: $7.95 Marketing & Product Guide 31

33 32 Promotional Turn 2: French Lessons

34 Premium Spirits Fixture Spring/Summer Release Dates: April 12 to September 24 Note: Mixed Drink Fixture participating products change every week of the promotion

35 Spirits Premium Fixture Overview The Spring & Summer Premium Spirits Release brings to the consumer products of great quality and uniqueness from around the world. In most cases this is the first time these products have been available in the Ontario market. Product categories featured in this release are Vodka, Gin, Rum, Tequila, Scotch, Bourbon, Liqueur and Absinthe. Helping your customers discover premium and deluxe spirits is an integral part of the LCBO s corporate objectives. Premium and deluxe spirits make a big contribution to the LCBO s revenue and profitability. Currently, deluxe and premium spirits are growing +5.1% and +0.4% respectively. The introduction of these products does not affect your overall SKU count. It is not necessary to delist any products from your store in order to accommodate these new items. Key Dates Set-up: April 12-15, 2010 Launch: April 16, 2010 Takedown: September 24, 2010 The Spring/Summer products must be maintained until the end of September. At that time, you will be advised about what to do with any remaining Spring/Summer inventory. Remaining Fall/Winter release inventory: Any remaining Fall/Winter release inventory should be moved to the relevant section of the store or used to fill gaps on the premium fixture during the Spring/Summer release. 34 Promotional Turn 2: French Lessons

36 Spirits Premium Fixture continued Participating Stores Stores have been divided into four groups based on the type of Premium Fixture involved. The basic allocation for the Spring/Summer release products will be as follows: Group 1 - Use Plannogram page 39 The following stores will receive 1 case each of 18 selected brands 360, 432, 465, 495 Group 2 - Use Plannogram page 40 The following stores will receive 1 case each of 18 selected brands 1, 5, 10, 15, 19, 21, 31, 34, 36, 38, 40, 95, 102, 106, 115, 148, 149, 164, 171, 185, 187, 198, 209, 217, 226, 243, 252, 253, 255, 265, 288, 298, 326, 329, 334, 344, 346, 355, 361, 367, 371, 378, 383, 385, 386, 390, 392, 393, 398, 416, 417, 431, 437, 438, 445, 452, 457, 486, 490, 494, 499, 505, 511, 523, 528, 542, 546, 549, 553, 555, 556, 573, 575, 579, 586, 601, 617, 619, 623, 624, 629, 630, 632, 698, 702, 703, 776 Group 3 - Use Plannogram page 41 The following stores will receive 1 case each of 11 selected brands 278, 353, 412, 459, 525, 590 Group 4 - Use Plannogram page 42 The following stores will receive 1 case each of 11 selected brands 60, 64, 154, 168, 191, 325, 388, 428, 700 The following stores will not be forced any product. Please order to meet your display requirements. 124, 175, 311, 404, 434, 470, 568, 584 Marketing & Product Guide 35

37 Spirits Premium Fixture continued Participating Brands LCBO# Description Case/ Pack Format Price Notes Vodka Akvinta Vodka ml $ * Trump Vodka ml $49.95 B Tito s Handemade Vodka ml $ Stolichnaya Elit Vodka ml $69.95 Flavoured Vodka Pinot Grigio Vodka Italiana ml $47.85 Gin Victoria Gin ml $ Haymans Old Tom Gin ml $34.95 A Flavoured Gin * Blu Zephyr Flavoured Gin ml $37.95 A Rum 45450* El Dorado 21 Year Old Rum ml $ B Havana Club Cuban Barrel Proof Rum ml $ * St. Lucia Distillers Chairman s Reserve ml $34.95 B Flor de Cana Centernario 12 YO ml $ Plantation Barbados 20 th Anniversary ml $89.95 A Sea Wynde Pot Still Rum ml $49.95 Tequila Dos Lunas Reposado Tequila ml $91.00 A Karma Tequila ml $49.95 A Liqueur * Domaine de Canton Ginger Liqueur ml $59.95 A, B Taboo Genuine - Absinthe (Vintages) ml $59.95 C Whiskey Old St. Andrews Club House ml $43.95 A Eagle Rare Single Barrel 10 Year Old Kentucky Straight Bourbon ml $49.95 C Whiskey (Vintages) Prices subject to change. Notes: A: Due to the limited quantities these products will not be force-shipped to all stores. B: These products are NOT immediately available. We will advise stores when these are received. C: These products will be allocated as per Vintages procedures. 36 Promotional Turn 2: French Lessons

38 Spirits Premium Fixture continued Quintessential List (Q-List) Brands The following products will not be forced to stores but are available for order. Please use these products to fill the gaps in your fixtures. LCBO# Description Case/Pack Format Price El Dorado Special Reserve 15 Year Old Rum ml $ Aberlous A Bunadh Speyside Single Malt Scotch ml $ The Glenlivet Archive 21 Year Old Single Malt ml $ Eco Luxury Vodka ml $ Roberto Cavalli Vodka ml $ Lagavulin 12 Year Old Islay Single Malt ml $ Haymans Old Tom Gin ml $34.95 Prices subject to change. Other Recommended Products LCBO# Description Case/Pack Format Price Belvedere Vodka ml $ Wyborowa Vodka ml $ Chopin Vodka ml $ Eight Below Luxury Vodka ml $ Hendrick s Gin ml $ Tanquerary No. Ten Gin ml $ Beefeater 24 London Dry Gin ml $ Bulldog London Dry Gin ml $ El Dorado 6 YO Deluxe Silver Demerara Rum ml $32.95 Prices subject to change. In many instances there will be additional inventory available for your store to order. Please maitain a full fixture. Marketing & Product Guide 37

39 Spirits Premium Fixture continued Signage All participating stores will receive Shelf Talkers to highlight the products. Please display the shelf talkers in front of the featured products for the duration of the Spring/Summer turn. Please display the generic shelf talkers in the regular Spirits section to drive traffic to the Premium Spirits section. Merchandising Instructions Please follow the suggested planoguides. Note that you may not be allocated all the products noted on your planoguides. Remaining products from the Fall brown spirits release should be merchandised in the space noted as Manager s Discretionay Space on the planogram. All stores will install the shelf talkers in front of the appropriate products. As the products sell down: 1. Reorder products where stock is available. 2. Supplement your selection with products from the Quintessential List (Q-List). 3. Increase the number of facings of the remaining SKUs with inventory. 4. Fill the location with another deluxe vodka, rum, gin or tequila from your regular section. 38 Promotional Turn 2: French Lessons

40 Spirits Premium Fixture continued Group 1 The following stores will implement the planogram below. 360, 432, 465, 495 Marketing & Product Guide 39

41 Spirits Premium Fixture continued Group 2 The following stores will implement the planogram below: 1, 5, 10, 15, 19, 21, 31, 34, 36, 38, 40, 95, 102, 106, 115, 148, 149, 164, 171, 185, 187, 198, 209, 217, 226, 243, 252, 253, 255, 265, 288, 298, 326, 329, 334, 344, 346, 355, 361, 367, 371, 378, 383, 385, 386, 390, 392, 393, 398, 416, 417, 431, 437, 438, 445, 452, 457, 486, 490, 494, 499, 505, 511, 523, 528, 542, 546, 549, 553, 555, 556, 573, 575, 579, 586, 601, 617, 619, 623, 624, 629, 630, 632, 698, 702, 703, Promotional Turn 2: French Lessons

42 Spirits Premium Fixture continued Group 3 The following stores will implement the planogram below: 278, 353, 412, 459, 525, 590 Marketing & Product Guide 41

43 Spirits Premium Fixture continued Group 4 The following stores will implement the planogram below: 60, 64, 154, 168, 191, 325, 388, 428, Promotional Turn 2: French Lessons

44 Summer Rosé Pro gram First Release

45 Summer Rosé Program Summer Rosés Last year s Rosé Program was very successful, resulting in net sales of $2.7 Million, up 140% over the previous year. This year, we are anticipating excellent sell through in response to repeat advertising and an increased in-store presence. The 2010 Rosé assortment consists of the products that were the top sellers in 2009, as well as some exciting new products like Sibling Rivalry Pink VQA, Voga Rosa and The Beach House Rosé. The assortment is suitable for every occasion and will be promoted from Easter through to Thanksgiving with advertising and in-store signage. These products will not be planogrammed for on shelf, do not merchandise them in section. The 1-in/1-out rule will not apply. The products will also be excluded from actual SKU count on stores Flash report and should not be included on the Backroom Tracker. Maintain the displays until May 20. The second phase of the program 21 additional products launches in May. Further details will be communicated in the next Marketing & Product Guide. Merchandising Instructions Promo Table Stores with Promo Table #1 will continue to feature eight of the participating Rosés on the fixture. Please refer to the Display Table Section of this guide for instructions. Gift Centres Stores participating in the Rosé program should merchandise all of the products in one section of the Gift Centre with the Single Bottle Year Round Box ( ). Wine Fridge Products should be merchandised in the Wine Fridge. 44 Promotional Turn 2: French Lessons

46 Summer Rosé Program Participating Products LCBO # Product Name Price* Format Tasting Notes Table Ogio Primitivo Primitivo is the pride of southern Italy. Pair this light, dry Rosé $ ml rosé with raspberry and strawberry flavours with cold pasta salads, roasted red peppers or grilled salmon Voga Rosa $13.95 More than just an award winning bottle, this dry Italian rosé 750 ml offers fresh red fruit and touch of rose petals. Perfect for a sunny afternoon pic nic Chivite Gran Say si to Spain. Fresh, spicy and bright, this medium-bodied, Feudo Rosé $ ml dry rosé is calling for Parma ham, Manchego cheese and crusty bread. The Perfect summer sipper, fuzion rosé is made with fuzion Shiraz Rosé $ ml 100% Shiraz. Aromas of strawberries, sweet red fruit and blackberries makes it a match for all types of cold appetizers and white meats Pascual Toso Malbec Rosé Jacob s Creek Shiraz Rosé Cono Sur Merlot Rosé Santa Alicia Reserva Cab. Sauv.-Shiraz Rosé $ ml $ ml $ ml $ ml Don t miss this Malbec rosé from Argentina. Aromatic and intense with hints of plums and cherries. Here for summer entertaining. Aussie Shiraz rosé. Enjoy it chilled with pasta, seafood and poultry, and while relaxing with friends. From Chile for Sur. Merlot rosé is a versatile wine that is equally paired with salads, cold meats, Carpaccio or ceviche. An artistic blend of Cabernet Sauvignon and Shiraz grapes to produce fragrant raspberry flavours and a lingering finish. Serve with grilled salmon or shrimps Two Oceans Shiraz The pride of South Africa, Two Oceans Shiraz rosé is a Rosé $ ml great summer patio wine or can be served with pasta and Y seafood The Beachhouse Rosé $ ml A day at the beach. This dry South African rosé offers red fruits and a refreshing finish. Serve at your next pic nic. Angel s Gate Rosé This Ontario VQA rosé is a blend of Niagara grapes which VQA $ ml creates a burst of flavour that is balanced. The wine pairs Y well with chicken Cesar salads. Y Y Y Y Y Sibling Rivalry Pink VQA $ ml The Speck brothers have done it again! A manly pink wine made from Cabernet, Syrah and Gamay grapes. A balanced and food friendly rosé to serve with steak or sausage. Y * Price is subject to change Marketing & Product Guide 45

47 Summer Rosé Program Gift Centre Planogram One section of one Gift Centre should be used to merchandise the participating rosé products with the Year Round Single Bottle Box ( ). The other sections of the fixture should be used to merchandise gifts. TEXAS MICKIES TEXAS MICKIES GIFTS CADEAUX GIFTS CADEAUX Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings ROSÉS Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Single Bottle Box 46 Promotional Turn 2: French Lessons

48 Ready-To -D rink Summer Sold Blockpile Turn 1: April 25- June 12

49 Summer Sold Blockpile Program Overview The Ready-To-Drink blockpile is back!. Last year, the products featured on the sold blockpile generated $8.1 million in sales. The following aspects of the program are similar to last year: Three turns of six products each Staggered start and end dates to accomodate for specific stores Ready-To-Drink sales and weather patterns This program is constantly being improved, please note the following changes: All information will now be communicated in the subsequent Marketing & Product Guides. Look for the Summer Guide section of upcoming guides. The new product information, including tasting profiles is now included in the companion Summer Products Staff Guide that will be shipped to you shortly. We would also like to remind all participating stores that our suppliers have bought into this program. Please implement it as any other sold program: The display must be built on time, maintained with sufficient inventory for the entire duration and signed with the approved material. We hope this program will contribute to your sales targets and your customers satisfaction. Participating Products LCBO# Description Palm Bay Pineapple Mandarin Orange Spritz 2130 ml Smirnoff Ice 4-Pk-B Seagram Wildberry The Original 4 Pk-B Vex Hard Strawberry Pineapple Lemonade 1000 ml Smirnoff Twisted Raspberry 4 Pk-B Mott's Clamato Caesar Extra Spicy 4 Pk-B Participating stores are required to order the featured products. 48 Promotional Turn 2: French Lessons

50 Summer Sold Blockpile Continued Start dates and stores groups The participating stores are split in two groups. Each group has a different set-up date to accommodate differences in store available space and weather patterns across the store network. Participation is mandatory. Group A - Setup the display on April 25 1, 5, 8, 9, 10, 14, 15, 19, 21, 22, 24, 25, 27, 28, 31, 32, 34, 35, 36, 38, 39, 43, 45, 49, 50, 55, 61, 62, 63, 70, 74, 76, 82, 83, 84, 85, 90, 93, 95, 97, 101, 103, 104, 108, 109, 115, 136, 139, 140, 145, 148, 149, 151, 152, 153, 156, 157, 158, 164, 165, 168, 171, 173, 174, 176, 179, 182, 183, 184, 185, 186, 187, 188, 190, 191, 195, 198, 200, 201, 202, 207, 209, 213, 214, 217, 218, 220, 222, 223, 225, 226, 228, 229, 231, 233, 237, 238, 242, 243, 247, 248, 249, 253, 255, 256, 258, 263, 265, 268, 269, 272, 278, 288, 295, 297, 298, 300, 306, 311, 312, 321, 325, 326, 327, 329, 334, 340, 343, 344, 346, 351, 355, 356, 359, 361, 362, 371, 378, 380, 381, 382, 383, 385, 386, 388, 390, 393, 398, 402, 404, 407, 416, 417, 418, 421, 425, 426, 428, 432, 434, 436, 437, 438, 443, 444, 445, 448, 449, 451, 453, 457, 458, 459, 464, 465, 467, 470, 473, 474, 475, 481, 484, 487, 494, 495, 497, 499, 501, 504, 505, 509, 517, 519, 521, 522, 523, 525, 528, 529, 531, 533, 536, 540, 542, 544, 545, 546, 549, 555, 556, 561, 563, 564, 565, 566, 568, 569, 572, 573, 575, 576, 584, 586, 587, 589, 590, 593, 599, 601, 602, 616, 617, 618, 623, 624, 629, 630, 631, 632, 698, 702, 703, 771, 776 Group B - Setup the display on May 2 20, 29, 30, 42, 44, 46, 47, 48, 52, 54, 56, 58, 64, 66, 67, 68, 69, 72, 73, 75, 77, 78, 80, 81, 86, 87, 88, 89, 91, 94, 98, 99, 102, 106, 107, 110, 112, 113, 114, 117, 122, 123, 125, 127, 128, 129, 130, 132, 133, 134, 137, 141, 144, 155, 160, 162, 166, 169, 180, 181, 189, 193, 194, 196, 197, 199, 204, 205, 211, 212, 224, 230, 232, 234, 236, 240, 241, 245, 246, 251, 262, 266, 270, 271, 275, 276, 279, 280, 286, 292, 299, 302, 303, 304, 308, 309, 313, 315, 322, 324, 332, 335, 338, 348, 365, 366, 367, 370, 372, 373, 375, 376, 377, 379, 394, 399, 405, 406, 408, 409, 412, 415, 422, 424, 430, 435, 441, 446, 454, 461, 462, 463, 471, 485, 486, 488, 489, 492, 506, 507, 508, 510, 511, 513, 518, 524, 539, 543, 553, 558, 559, 562, 577, 578, 579, 581, 591, 596, 603, 605, 619 Note: if your store does not appear in the list above, participation in the program is optional. Next Turn Both groups will change for a new product selection on June 12. The new selection will be communicated in the Period 3 Marketing & Product Guide. Marketing & Product Guide 49

51 Summer Sold Blockpile Continued Merchandising The Ready-to-Drink Blockpile program is a supplier paid space program. Participating brands must be displayed in the most prominent discretionary location. The display can neither interfere with any other sold program nor impede circulation. This blockpile display is over and above your seasonal discretionary blockpile space allocated by Supply Chain. Blockpile Location The two high priority areas to locate the display are: 1. Power Aisle - for stores not participating in the Pod program 2. Most visible and high traffic locations within the store 3. Cocktails & Coolers section at the back of the store (formerly Party Zone) Preferred Display Option: Single Blockpile This set up is for stores that can feature all six participating brands in one single blockpile. RTD - PRODUCT 1 2 cases wide x max 7 cases high = 14 cases RTD - PRODUCT 2 2 cases wide x max 7 cases high = 14 cases RTD - PRODUCT 3 2 cases wide x max 7 cases high = 14 cases poletop sign holders poletop sign holders poletop sign holders RTD - PRODUCT 4 2 cases wide x max 7 cases high = 14 cases RTD - PRODUCT 5 2 cases wide x max 7 cases high = 14 cases RTD - PRODUCT 6 2 cases wide x max 7 cases high = 14 cases 50 Promotional Turn 2: French Lessons

52 Summer Sold Blockpile Continued Merchandising continued Option 2: 4+2 Blockpile Stores with insufficient space to merchandise the 6 brands together will build a 4+2 blockpile. RTD - PRODUCT 1 2 cases wide x max 7 cases high = 14 cases RTD - PRODUCT 2 2 cases wide x max 7 cases high = 14 cases RTD - PRODUCT 3 2 cases wide x max 7 cases high = 14 cases poletop sign holders poletop sign holders poletop sign holders RTD - PRODUCT 4 2 cases wide x max 7 cases high = 14 cases Option 3: Blockpile RTD - PRODUCT 5 2 cases wide x max 7 cases high = 14 cases RTD - PRODUCT 6 2 cases wide x max 7 cases high = 14 cases Stores with insufficient space to merchandise the 6 brands any other way will build a blockpile. RTD - PRODUCT 1 2 cases wide x max 7 cases high = 14 cases RTD - PRODUCT 4 2 cases wide x max 7 cases high = 14 cases RTD - PRODUCT 2 2 cases wide x max 7 cases high = 14 cases RTD - PRODUCT 5 2 cases wide x max 7 cases high = 14 cases RTD - PRODUCT 3 2 cases wide x max 7 cases high = 14 cases poletop sign holders poletop sign holders poletop sign holders RTD - PRODUCT 6 2 cases wide x max 7 cases high = 14 cases Marketing & Product Guide 51

53 Summer Sold Blockpile Continued Sold Blockpile Signage The following signage is designed to highlight the Sold Blockpile program. Dates: Group A install on April 25 and take down on June 11 Group B install on May 2 and take down on June 11 Components Pole Top Signs There are 6 signs that sit on top of the poletop sign holder. The signs need to be assembled so that the pop out component is affixed to both sides of the sign with the 1 pads. The poletop sign holders should be placed behind the product case. The height of the poletop sign should be adjusted to sit a few inches above the product. If the products are displayed back-to-back, adjust the height of the holders. Pricer Cards Use the pricer cards to display the retail price of each product. Shelf Talkers Use the shelf talkers in front of the shelf location of the participating products. This set of shelf talkers will be shipped to all stores in time for the start of the promotion. If signage becomes damaged call the IMAGE Hotline to reorder. 52 Promotional Turn 2: French Lessons

54 Summer Ready-To -D rink Assor tment

55 Summer Ready-To-Drink Assortment Force Allocations The following store groups will be force shipped select amount of the product outlined in the table on the opposite page. The products will be in store by April 12, Group 1 5, 13, 19, 26, 42, 43, 49, 52, 53, 56, 59, 65, 74, 82, 84, 101, 123, 124, 155, 156, 182, 195, 205, 214, 221, 222, 224, 234, 240, 268, 271, 279, 298, 324, 343, 345, 351, 353, 354, 363, 365, 366, 380, 402, 418, 419, 436, 441, 444, 450, 454, 469, 471, 489, 497, 508, 519, 521, 533, 537, 540, 543, 562, 563, 571, 578, 581, 599, 605, 697 Group 2 15, 18, 28, 29, 30, 32, 35, 39, 46, 47, 48, 54, 70, 72, 73, 86, 88, 93, 95, 98, 99, 103, 104, 108, 110, 125, 135, 139, 140, 149, 151, 152, 157, 158, 160, 163, 165, 169, 173, 183, 184, 188, 196, 199, 202, 220, 223, 225, 229, 231, 232, 244, 248, 250, 265, 275, 276, 286, 289, 295, 302, 311, 313, 331, 339, 362, 381, 387, 394, 398, 399, 401, 404, 406, 408, 412, 415, 421, 425, 426, 443, 453, 457, 458, 461, 467, 473, 475, 481, 484, 509, 525, 528, 529, 530, 536, 553, 564, 565, 586, 589, 596, 618, 629, 702 Group 3 8, 10, 20, 22, 24, 27, 45, 61, 62, 63, 71, 77, 79, 83, 90, 109, 143, 164, 166, 168, 179, 190, 193, 209, 216, 218, 227, 238, 243, 249, 269, 300, 312, 321, 348, 355, 371, 382, 392, 416, 437, 446, 456, 485, 486, 505, 517, 518, 539, 546, 569, 573, 575, 584, 593, 698 Group 4 1, 21, 25, 31, 34, 36, 38, 40, 44, 50, 55, 58, 64, 68, 80, 85, 97, 102, 106, 115, 130, 132, 144, 148, 153, 154, 167, 171, 175, 178, 181, 186, 187, 191, 198, 200, 201, 207, 217, 226, 228, 237, 242, 247, 252, 253, 255, 260, 263, 278, 287, 288, 325, 326, 329, 334, 340, 344, 346, 356, 359, 361, 367, 373, 378, 383, 385, 386, 388, 390, 393, 407, 417, 428, 432, 434, 438, 445, 459, 465, 490, 494, 495, 499, 501, 507, 511, 523, 542, 544, 545, 549, 552, 555, 556, 559, 566, 579, 587, 590, 601, 602, 616, 617, 619, 623, 624, 630, 631, 632, 703, 771, 776 The following stores will not be forced any products but are eligible to list 7 additional Ready To Drink SKUs over their regular SKU count. 51, 203, 271, 330, 420, 522. The following stores will not be forced any products but are eligible to list 17 additional Ready To Drink SKUs over their regular SKU count. 60, 116, 192, 239, 277, 310, 527, Promotional Turn 2: French Lessons

56 Summer Ready-To-Drink Assortment Force Allocations - Continued Number of cases force shipped LCBO# Product Name Group 1 Group 2 Group 3 Group Vex Electric Lemonade Vex in the City Mike s Hard Lime 4 Pk Smirnoff ICE Tall Can Orangetini Jack Daniel s and Cola 473 ml Woody s Sasparilla Rockstar Mango Orange Woody s Refresher Bacardi OPC - Straw daquiri Bacardi Breezer Passion Pink Lemonade Palm Bay Strawberry Pineapple Vextini - Pink Bikini-Tini Woody s Pineapple & Grapefruit Jack Daniel s Lemonade Bacardi OPC - Pina Colada Captain Morgan Long Island Iced Tea Jack Daniel s and Cola 4 x 330 ml Jack Daniel s Tea TGIF On The Rocks Pina Colada Naked Grape Shiraz Southern Comfort Hurricane Cocktail Woody s Frozen Cocktails Pina Colada Vextini - Sicilian Kiss Parrot Bay Citrus Mojito Sinsations - Decadent Dark Chocolate Martini Black Fly Vodka Infused Spiked Ice 9 x 100 ml Parrot Bay Mojito Mango TGIF On The Rocks Mai Tai Jose Cuervo Authentic Strawberry Lime Woody s Frozen Cocktails Strawberry Daquiri Vextini - Lights, Camera, Cosmo! Zero Degress Lemon Vodka Cooler 2 Marketing & Product Guide 55

57 Summer Ready-To-Drink Assortment The following pages outline the full Ready-To-Drink assortment available. Please note that Category Management will monitor the sales of each products and may discontinue underperforming SKUs before the end of the program. You will be advised of any discontinuation through the SAM weekly newsletter. LCBO# Description Size Container Type Cocktails To Go Caramilk Cream Cooler 4 x 270 ml Bottle Jack Daniel s and Cola 4 x 355 ml Can Jack Daniel s and Cola 473 ml Can Jack Daniel s Lemonade 4 x 355 ml Can Jack Daniel s Tea 4 x 355 ml Can Margarita Ice 4 x 333 ml P.E.T Mikearita Cocktail 355 ml Can Mott s Clamato Caesar Extra Spicy 12 x 355 ml Bottle Mott s Clamato Caesar Extra Spicy 4 x 355 ml Bottle Mott s Clamato Caesar Extra Spicy 6 x 341 ml Can Mott s Clamato Caesar Original 12 x 355 ml Bottle Mott s Clamato Caesar Original 4 x 355 ml Bottle Mott s Clamato Caesar Original 6 x 341 ml Can Smirnoff Classic Caesar 4 x 330 ml Bottle 4580 Vodka Mudshake - Caramel 4 x 270 ml Bottle 5280 Vodka Mudshake - Chocolate 4 x 270 ml Bottle 4606 Vodka Mudshake - French Vanilla 4 x 270 ml Bottle Vodka Mudshake - Irish Cream 4 x 270 ml Bottle Mudshots Pour & Serve - Toffee Vanilla 200 ml Bottle Mudshots Pour & Serve - Chocolate Monkey 200 ml Bottle Spirit Based Coolers Bacardi Breezer Passion Pink Lemonade 4 x 330 ml P.E.T Bacardi Breezer Island Pineapple 4 x 330 ml P.E.T Bacardi Breezer Pina Colada 4 x 330 ml P.E.T Bacardi Breezer Pink Grapefruit 4 x 330 ml P.E.T Bacardi Breezer Strawberry Daiquiri 4 x 330 ml P.E.T Bacardi Breezer Tropical Orange Smoothie 1000 ml P.E.T Bacardi Breezer Tropical Orange Smoothie 4 x 330 ml P.E.T Black Fly Vodka Infused Spiked Ice 9 x 100 ml P.E.T Black Fly Blackcurrant Blueberry 4 x 400 ml P.E.T Black Fly Cranberry Blueberry 4 x 400 ml P.E.T Mike s Hard Lime 4 x 330 ml Bottle Mike s Hard Cranberry Lemonade 4 x 330 ml Bottle 56 Promotional Turn 2: French Lessons

58 Summer Ready-To-Drink Assortment LCBO# Description Size Container Type Mike s Hard Lemonade 12 x 330 ml Bottle Mike s Hard Lemonade 4 x 330 ml Bottle Mike s Hard Pink Lemonade 4 x 330 ml Bottle Mike s Light 4 x 330 ml Bottle Orangetini 4 x 330 ml Bottle Pomtini Vodka & Pomegranate Cooler 4 x 330 ml Bottle Palm Bay Strawberry Pineapple 6 x 355 ml Can Palm Bay Pineapple Mandarin Orange Spritz 6 x 355 ml Can Palm Bay Ruby Grapefruit Sunrise Spritz 6 x 355 ml Can Rev 4 x 330 ml P.E.T Rev Pet 473 ml P.E.T Rockstar Mango Orange 473 ml Can Rockstar 473 ml Bottle Seagram Orange Cream Swirl 4 x 341 ml Bottle Seagram Tropical Lemon Lime Vodka Spritzer 4 x 341 ml Bottle Seagram Wildberry The Original 4 x 341 ml Bottle Smirnoff ICE Tall Can 473 ml Can Smirnoff Ice 12 x 330 ml Bottle Smirnoff Ice 1000 ml P.E.T Smirnoff Ice 24 x 330 ml Bottle Smirnoff Ice 4 x 330 ml Bottle Smirnoff Ice 6 x 355 ml Can Smirnoff Ice Light 4 x 330 ml Bottle Smirnoff ICE Light PET 1000 ml P.E.T Smirnoff Twisted Blueberry 4 x 330 ml Bottle Smirnoff Twisted Green Apple 4 x 330 ml Bottle Smirnoff Twisted Lime 4 x 330 ml Bottle Smirnoff Twisted Raspberry 4 x 330 ml Bottle Smirnoff Twisted Wild Grape 4 x 330 ml Bottle Vex in the City 6 x 341 ml Bottle Vex Electric Lemonade 6 x 341 ml Bottle Vex Bananatini 6 x 341 ml Bottle Vex Bananatini 1000 ml P.E.T Vex On The Beach 6 x 341 ml Bottle Vex Pink Hard Lemonade 6 x 341 ml Bottle Vex Hard Kiwi Mango Lemonade 1000 ml P.E.T Vex Hard Kiwi Mango Lemonade 6 x 341 ml Bottle Vex Hard Pink Lemonade 1000 ml P.E.T Vex Hard Strawberry Pineapple Lemonade 1000 ml P.E.T Vnc Cocktails Pacific Maitai 1000 ml P.E.T Woody s Refresher 4 x 330 ml Bottle Marketing & Product Guide 57

59 Summer Ready-To-Drink Assortment LCBO# Description Size Container Type Woody s Sasparilla 4 x 330 ml Bottle Woody s Pineapple & Grapefruit 4 x 330 ml Bottle Woody s 99 Orange 4 x 330 ml Bottle Woody s 99 Raspberry 4 x 330 ml Bottle Woody s Mexican Lime 4 x 330 ml Bottle Woody s Pink Grapefruit 4 x 330 ml Bottle Zero Degress Lemon Vodka Cooler 6 x 200 ml TETRA Zero Degrees Mandarin Orange Cooler 6 x 200 ml TETRA Wine Based Coolers LCBO# Description Container Type Naked Grape Shiraz 4 x 341 ml Bottle Naked Grape Chardonnay Spritzer 4 x 341 ml Bottle Naked Grape White Zinfandel Spritzer 4 x 341 ml Bottle One Pour Cocktails Bacardi Classic Pina Colada 750 ml Bottle Bacardi Classic Strawberry Daiquiri 750 ml Bottle Bacardi Classic Mojito 750 ml Bottle Bartender Secrets Cranberry Martini 750 ml Bottle Bartender Secrets Whiskey Sour 750 ml Bottle Black Fly Tequila Sunrise 750 ml P.E.T Captain Morgan Long Island Iced Tea 750 ml P.E.T Jose Cuervo Authentic Strawberry Lime 750 ml P.E.T Jose Cuervo Golden Margarita 750 ml Bottle Parrot Bay Citrus Mojito 750 ml P.E.T Parrot Bay Mojito Mango 750 ml P.E.T Salvador s Original Margarita 1750 ml P.E.T Sinsations - Decadent Dark Chocolate Martini 750 ml Bottle Smirnoff Grand Cosmopolitan 750 ml Bottle Smirnoff Mojito - Kaffir Lime 750 ml Bottle Smirnoff Pomegranate Martini 750 ml Bottle Smirnoff Tuscan Lemonade 750 ml Bottle Southern Comfort Hurricane Cocktail 750 ml Bottle TGIF On The Rocks Mai Tai 750 ml P.E.T TGIF On The Rocks Pina Colada 750 ml P.E.T TGI Fridays Mudslide 750 ml P.E.T Vextini - Pink Bikini-Tini 750 ml P.E.T Vextini - Sicilian Kiss 750 ml P.E.T Vextini Lights, Camera, Cosmo 750 ml P.E.T Woody s Frozen Cocktails Pina Colada 330 ml TETRA Woody s Frozen Cocktails Strawberry Daquiri 330 ml TETRA 58 Promotional Turn 2: French Lessons

60 Summer Beer Pro grams

61 60 Promotional Turn 2: French Lessons

62 Summer Beer Programs Strategic Overview Beer and Cider The Beer and Cider Category experienced exceptional results in Sales of beer at the LCBO were up 5.8% (end of Period 12) versus the previous year and cider increased 15%. Growth was driven by strong performance of Ontario Craft Beer, single-serve cans and gift packs. Some of the areas we will focus on throughout 2010 include: Ontario Craft Beers New product introductions, more sampler packs and strong promotional presence in Period 5 will ensure continued growth. Single Serve Beers This segment grew by over 10% last year. Singles will continue to be the preferred format for beer at the LCBO. The Period 5 promotion will focus on Singles again this year. Gifts and Sampler Packs Beer gifts continue to capture our customers interest. In 2009, gift sales were 28% higher than the year before, with total sales approaching $3.7 million. Premium Specialty Beer Program This program continues to grow with annual sales in excess of $1.6 million. We are committed to providing customers with the most unique and renowned beers from around the world to create a world class assortment. Knowledgeable Staff Staff knowledge and enthusiasm for beer really made the difference. In 2010 we plan to build on the training initiatives from 2009 to increase our collective knowledge base and share it with our customers. Marketing & Product Guide 61

63 Premium/Specialty Beer February 28 - May 22, 2010 Premium Specialty Beer Overview The Beer category is commited to introducing new and exicting products to meet the everchanging needs of the customer. Each season we offer a new selection of beers with styles appropriate to the time of the year. Merchandising Participating stores have eight to ten linear feet of shelving space dedicated to display the products. The promoted products should be merchandised on the top two shelves of the wall or gondola and signed with a pre-printed shelf talker. Spring Beers The Spring Beers were released to participating stores on March 3 rd, Refer to the product circular for a complete list of brands. Summer Beers This summer s assortment includes a selection of wheat and fruit beers, summer ales and a ginger beer. Autumn Beers The Autumn selection will inclue a wide range of tasty styles, including an Oktoberfest beer and a limited edition beer from Innis & Gunn. 62 Promotional Turn 2: French Lessons

64 Premium/Specialty Beer February 28 - May 22, 2010 Overview The Premium Beers are currently available in participating Premium Specialty Beer locations until May 22, Continue to display a selection of these beers for the duration of the promotion. Please merchandise alternate products in this section if the participating products are unavailable. A recommended list of alternate products is below. Please note that these products are one-time purchases for this promotion only. Participating Stores 1, 4, 5, 6, 10, 14, 15, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 115, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 243, 252, 253, 288, 295, 300, 325, 329, 334, 355, 360, 361, 367, 371, 373, 385, 389, 393, 412, 416, 417, 425, 432, 438, 443, 445, 452, 457, 481, 483, 494, 495, 499, 501, 505, 511, 525, 528, 532, 542, 549, 556, 568, 573, 575, 579, 586, 590, 602, 623, 624, 630, 700, 771, 776 Participating Products LCBO # Description Format Country Oak Aged Rye 650 Canada Doppel Hirsch Doppel Bock 500 Germany Christoffel Dry-hopped Nobel 330 Netherlands Hog's Back Traditional English Ale (TEA) 500 United Kingdom Schneider's Organic Wiesen Edel-Weisse 500 Germany Gouden Carolus Ambrio 330 Belgium St. Louis Gueuze Lambic 375 Belgium Great Lakes Orange Peel Ale 650 Canada Rogue Brutal Bitter 650 United States Railway City Brewing Dead Elephant 500 Canada Grand River Brewing Russian Gun Imperial Stout 500 Canada Alternate Brands Innis & Gunn Blonde 330 United Kingdom Innis & Gunn Original 750 United Kingdom Dutchy Originals Organic Ale 500 United Kingdom Beau's Lugtread 750 Canada Aecht Schlenkerla Rauchbier 500 Germany Weihenstephaner Hefeweissbier 500 Germany Duvel Beer 330 Belgium Chimay Premiere 750 Belgium Marketing & Product Guide 63

65 Ontario Craft Beer Overview OCB is a year round program and implementation is mandatory for all participating stores. Merchandise the featured products on the designated fixtures. Direct any inquiries about the fixtures to the Beer and Cider department at Key Dates Install: March 28, 2010 Takedown: June 19, 2010 Participating Stores Ontario Craft Brewers designated stores with Fixtures: 1, 5, 10, 14, 15, 19, 115, 149, 163, 164, 185, 187, 217, 226, 242, 295, 325, 334, 346, 355, 360, 390, 417, 445, 495, 525, 542, 553, 590, 623 Ontario Craft Brewers designated stores with Category Signage: 1, 2, 3, 4, 5, 6, 9, 10, 11, 14, 15, 19, 20, 21, 25, 31, 35, 36, 37, 38, 40, 60, 95, 106, 115, 130, 149, 156, 163, 164, 171, 185, 187, 200, 209, 212, 214, 217, 226, 243, 288, 295, 298, 300, 325, 329, 334, 346, 355, 360, 367, 371, 373, 378, 385, 390, 393, 407, 411, 417, 420, 432, 437, 438, 445, 452, 457, 485, 495, 499, 522, 525, 528, 532, 542, 544, 545, 549, 553, 568, 572, 573, 575, 579, 590, 623, 624, 629, 630, 700, 702, 742, 771, 776 Participating Brands Mill Street Organic Lager LCBO No x 341 ml $12.95 Flying Monkeys Hoptical Illusion LCBO No x 355 ml $11.95 Trafalgar Paddy s Irish Red LCBO No ml $2.60 Grand River Galt Knife Old Style Lager LCBO No ml $3.00 Signage Re-order# Version QTY* Stores with fixture Stores without fixture Poster for fixture (two sided) #OCB ** 0 Drum Sign for fixture #OCB ** 0 Pre-printed Shelf talkers * Quantity of components per version. ** Posters and Drum Signs are not changing this turn (leave old signs in place) 64 Promotional Turn 2: French Lessons

66 Ontario Craft Beer Continued Merchandising Instructions Stores with Category Signs: 1. Merchandise all participating products together. 2. Use Shelf Talkers to highlight the tasting note and price. 3. Maintain inventory for the duration of the turn. Stores with Fixture: The fixture must be used to display the featured products. Stores are required to stock the featured products for the duration of the promotion. After the promotion, it is up to the discretion of the Store Manager to maintain the product listing. 1. The fixture has four quadrants. Merchandise each product in a quadrant as shown here. 2. Ensure all shelves are removed from the fixture. If the shelves are left in place and loaded, the unit will be top heavy and very unstable. 3. Ensure the fixtures casters are locked and that they rest fully on the floor tiles (are not straddling grout lines). 4. Stack cases in a locked 4-block pattern with each row alternating as they go up. This will improve the stability of the display. 5. Do not overstock the fixture, the limit is 20 six-pack beer cases maximum in each quadrant (100 six-packs total). 6. Ensure that each quadrant remains fully stocked. Ontario Craft Brewers Ontario Craft Brewers Ontario Craft Brewers Stores with Category Signs Shelf talker Use Shelf Talkers to highlight products on the fixture and in-section in front of the participating products. Product Placement Ontario Craft Brewers Marketing & 1. Product empty fixture Guide 2. place four cases on 3. alternate the next 4. the fixture 65 bottom row four cases fully stocked

67 Ontario Craft Brewers Ontario Craft Breweries The LCBO is committed to supporting small Ontario producers and is working with the Ontario Craft Brewers association (OCB) on the execution of their long-term strategic plan. The majority of these breweries deliver products directly to LCBO stores. Please refer to the list below for their contact information. This list includes those breweries that are part of the OCB as well as other Ontario craft beer producers. Please note that distribution may be limited for some of these products. It is important that you support those producers in your local trade area. OCB Brewery Phone Fax Member Distributor Code Amsterdam Brewing Company Barley Days Brewery Yes 6987 Beau's All Natural Brewing Co BEER Yes 9654 Better Bitters Brewing Co Yes 6699 Black Oak Brewing Co Yes 5262 Brick Brewing Company Cameron's Brewing Company Yes 413 Cool Beer Brewing Co Creemore Springs Brewery Durham Brewing Company Yes 1761 F&M Brewery Flying Monkeys Craft Brewery Yes LCBO Warehouse Grand River Brewing Company Yes 8469 Great Lakes Brewery Yes 1929 Heritage Brewing Yes 1893 Hockley Valley Brewing Co LCBO Warehouse King Brewery Yes 1329 Mill Street Brewery Yes 1950 Muskoka Cottage Brewery Yes LCBO Warehouse Neustadt Springs Brewery Ltd Yes 2191 Niagara Best Beers Ltd Yes 6462 Old Credit Brewing Co Yes 3271 Railway City Brewing Yes 8447 Saint Andre Scotch Irish Brewing Co. Inc Yes 6133 Skeena Brewing Company Yes TBS Steam Whistle Brewing Stratford Brewing Company Yes 6732 Taps Brewing Company Trafalgar Ales & Meads Yes 4889 Walkerville Brewing Co Wellington Brewery Yes Promotional Turn 2: French Lessons

68 Ontario Craft Brewers Local Stores OCB Local Stores The OCB and LCBO partnered together to profile the flagship brand of each Ontario Craft Brewer member in the fridge of the brewery s local LCBO store. Local stores were determined based on proximity to brewery and existing sales. Participation in this program is not optional and identified stores will receive direction from Supply Chain to merchandise the local brewery s flagship brand in the fridge. Below is a list of participating stores, OCB breweries and flagship brands. Brewery City Store District Flagship Brand Barley Days Brewery Picton Kingston Harvest Gold Pale Ale Beau s All Natural Vankleek Hill Ottawa East Lugtread Lagered Ale Black Oak Brewing Co Oakville Mississauga Black Oak Pale Ale Cameron s Brewing Co. Oakville Mississauga Cameron s Cream Ale County Durham Brewing Co. Pickering Oshawa Co. Durham Signature Ale Grand River Brewing Co. Cambridge 95 6 Waterloo Galt Knife Old Style Lager Great Lakes Brewery Toronto Toronto West Red Leaf Lager Heritage Brewing Co. Carleton Place Ottawa West Heritage Tradition Dark King Brewery Nobleton York Region King Pilsner Muskoka Cottage Brewery Bracebridge North Bay Muskoka Cream Ale Mill Street Brewery Toronto Toronto - Core Mill Street Tankhouse Ale Niagara s Best Beer Ltd St. Catharines Thorold Niagara s Best Blonde Nickelbrook (Best Bitters) Burlington Hamilton Nickelbrook Ale Old Credit Brewing Co. Mississauga Mississauga Old Credit Amber Ale Railway City Brewery St. Thomas 62 5 London Iron Spike Blonde Skeena Brewing Co Perth Ottawa West Wolgang s German Style Scotch Irish Brewing Carleton Place Ottawa West Sgt. Major s India Pale Ale Stratford Brewing Co. Stratford Stratford Stratford Pilsner Flying Monkeys Craft Brewery Barrie Barrie Confederation Ale Trafalgar Brewing Co. Oakville Mississauga Paddy s Irish Red Wellington Brewery Guelph Waterloo Wellington County Dark Marketing & Product Guide 67

69 68 Promotional Turn 2: French Lessons

70 Par ticipating Stores Column Heading Key Banner Inserts H= Hero Display T= Thematic Banner Insert POD Program Y = Stores build all three pods Number of Sold End Aisles and Sold End Aisles (P)remium or (S)tandard Flight Backer Cards Number of Backer Cards shipped for each period Number of Regular Extenders In Store Regular & See Sold Space Program Extender Section for Community Extenders participating extender locations. 5 = Community Extender Program Participates in the Discovery Extender Program: Other Extenders S = 3 Spirits, W = 3 Wines, B = 3 Beer RTD, G = 1 Green Extender Exterior Signs Number of signs shipped (T= transparency - all others are banners) Window Showcards Number of signs shipped Number of signs shipped Perimeter Signs B = Banners, TS= square transparency, TR = rectangle transparency Power Aisle Banners Number of signs shipped 1E= 1 Rounded End, 2E= 2 Rounded Ends Promo Fixture Ends 1G= 1 Gondola, 2G= 2 Gondolas Feature Gift Y = Store Participates in the Program golocal FSI Fixture Y = Store participates in the program Ontario Wine Y = Store receives the complete signage kit, or Superstars ST = Store only receives the Shelf Talkers Ontario Popular Picks Y = Store participates in the program Premium Spirits Fixture Y = Store participates in the program Beer Specialty Program Y = Store participates in the program Y = Store participates in the program Summer Sold Blockpile F = Store participates in the program and will be forced product O = Participation in the program is optional F = Store participates in the program, has fixture and Category Sign Ontario Craft Beer Y = Store participates in the program, has Category Sign Mixed Drink Y = 2 fixtures

71 Participating Stores Continued Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink 1 H Y 20S WB 5 3 4TS 8 1G Y Y Y Y F F 2 ST O Y 3 8P Y O Y 4 T 8P W Y Y O Y 5 H Y 10P WB E Y Y Y Y Y F F 6 H 8S B 6 1G Y Y Y Y O Y 8 T 10S Y F 9 T B 6 ST Y Y 10 H Y 20P WB 7 8 Y Y Y Y Y F F Y 11 H 8S B 6 1G Y O Y 12 T 8P Y O 13 10S W 1 4 Y O 14 10S W 1 1G Y Y Y Y F 15 H Y 15P E Y Y Y Y Y F F Y 16 Y ST O 18 8S G 7 Y Y Y O 19 H Y 15S B E Y Y Y Y Y F F 20 H 10S B 6 1G Y Y Y F Y 21 H Y 20P WB E Y Y Y Y Y F Y Y 22 H 20S SWG 6 1 5TS 4 2E Y Y Y F Y 23 H 10S G Y Y O 24 8S S 1 8B 6 Y F 25 H 15P W G Y Y Y Y F Y 26 H 10P B 3 6 1G Y Y O 27 H 15S G Y Y Y F 28 T 5S B 6 Y F B ST Y F 30 T 5S B 6 ST Y F 31 H Y 20P B 6 6 2E Y Y Y Y F Y Y 32 H 8S B 6 1G Y ST F 34 H 15S E Y Y Y Y F 35 H Y 15P W E Y Y Y Y F Y Y 36 H 15S WB E Y Y Y Y Y F Y 37 H 8P B Y Y O Y 38 H Y 15P E Y Y Y Y Y F Y Y 39 5S B 6 Y F 40 H 20P WBG E Y Y Y Y Y O Y 42 T 5S B 6 ST Y F 43 H 10S Y Y F 44 H Y 10S SG 3 5 5TS 4 2E Y Y Y F Y 45 Y 8S B 6 1G Y Y F ST Y F 47 10S B 6 1G Y Y Y F B 4 ST F 49 T B 6 ST F 50 H 10S G E Y Y Y F Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink 51 ST O 52 ST Y F Y ST O 54 5S ST F 55 H 15S W 3 12B 6 Y F 56 T 5S Y F 57 H Y 20S B E Y Y Y Y O Y 58 8S Y Y Y F 59 H 10S S 3 1G Y Y O 60 H 10S W 2 4 1G Y Y Y Y Y O Y 61 H 8S G Y Y Y F 62 H 15S G E Y Y Y F 63 H 10S B 6 1G Y Y F 64 H Y 15S SB 4 6 2E Y Y Y Y F 65 H 8S Y O 66 T B 4 ST Y Y B 4 ST Y Y 68 H 15S B 6 1G Y Y Y F 69 5S B 6 ST Y Y 70 8S G Y ST Y F 71 T B 6 ST O 72 10S G Y Y Y F 73 H 8S E Y F 74 H Y 10S B 6 Y Y F 75 T B 4 ST Y Y B ST Y Y 77 T B 6 Y Y F 78 5S B 4 ST Y Y 79 H 8S B 1G Y Y O 80 H 10S G Y Y F 81 T 5S B 4 ST Y Y 82 H 8S Y Y Y F E Y Y Y Y F 84 T B 4 Y ST F 85 H 10S G 3 4 Y F 86 H 8S Y F 87 T B 6 ST Y Y 88 T 5S B 6 ST Y F B ST Y Y 90 H 10S G Y Y Y F 91 T 5S B 6 ST Y Y 92 T B 4 ST Y O 93 H 10S B 6 2E Y Y F 94 T B 6 ST Y Y 95 H 20S SW E Y Y Y Y Y F Y 96 T B 4 ST Y O 70 Promotional Turn 2: French Lessons

72 Participating Stores Continued Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink 97 10S TS 4 2E Y Y Y F 98 T B 6 ST Y F 99 T 5S B 4 ST Y F 101 H 15S B 6 1G Y Y Y F 102 H Y 10S TS 4 2E Y Y Y Y F Y 103 T 5S ST Y F 104 T B ST Y F B ST Y O 106 H 20S G 3 4 5TS 6 2E Y Y Y Y F Y Y 107 T 5 1 6B 4 ST Y Y 108 T ST Y F 109 T 5S B 4 ST Y F 110 5S B 4 Y ST Y F 111 T B 4 ST Y O B 4 ST Y Y 113 T 5 2 8B 6 ST Y Y ST Y Y 115 H 20P WBG 5 8 4TS 6 2E Y Y Y Y Y F F Y 116 T 5 2 4B 4 ST Y O 117 T B 4 ST Y Y 118 T B 4 ST Y O ST Y O B ST Y O ST Y O 122 T B 4 ST Y Y 123 T B 6 ST Y F Y O 125 T B 6 ST Y F ST Y O B ST Y Y 128 T B 4 ST Y Y B 4 ST Y Y 130 H 15S G Y Y Y F Y B ST Y O 132 H 10S TS 4 2E Y Y Y F Y B ST Y Y B ST Y Y 135 T B 6 O 136 T 5S ST Y Y ST Y Y B ST Y O 139 T B 4 ST F 140 H 15P B 6 1G Y Y Y F B ST Y Y B ST Y O Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink 143 H 8P G Y Y Y Y O 144 H 10S B 6 Y F 145 H 15S G 6 2 3TS 4 2E Y Y Y Y Y ST Y O ST Y O 148 H Y 15P WG 3 5TS 4 2E Y Y Y Y Y F Y 149 H Y 20P E Y Y Y Y Y F F Y B 4 ST Y F 152 H 10S B 6 Y F 153 8S TS 6 2E Y Y Y F 154 H 15S G 6 3 2TS 4 2E Y Y Y O 155 H 10S S 4 3 1G Y Y Y F 156 H 20P SB G Y Y Y Y F Y 157 T ST Y F 158 T ST Y F 159 T B ST Y O B 4 Y F 161 T 5 5 4B 4 ST Y O 162 T B 4 ST Y Y 163 H 15S S B 6 1G Y Y O F 164 H 15P WB 5 4 2E Y Y Y Y Y F F 165 H 8S B 4 1G Y Y F 166 T B 6 Y ST Y F 167 H 10S W B Y O 168 H 10P TS 4 2E Y Y Y Y F Y 169 T B 6 ST Y F 170 T B 4 ST Y O 171 H Y 20S WB E Y Y Y Y Y F Y Y B 4 ST Y O ST Y F 174 T B 6 ST Y Y 175 H 10S SB 4 4 1G Y Y Y Y O B ST Y Y 178 T B 6 ST Y O 179 H 15P G Y Y Y Y F B ST Y Y B 6 Y F 182 H 15P B 6 1G Y Y Y F 183 5S Y Y Y F 184 T 5S B 4 ST Y F 185 H Y 15P W B 6 1G Y Y Y Y Y F Y 186 T 8S Y Y F 187 H Y 20S WBG E Y Y Y Y F F Y 188 H 10S G Y Y F B 4 ST Y Y Marketing & Product Guide 71

73 Participating Stores Continued Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink 190 H 10S B 1G Y Y F 191 H Y 15S SW 5 4 6TS 4 2E Y Y Y F Y 192 8S B 6 1G Y Y O B 4 ST Y F 194 T B 6 Y ST Y Y 195 H Y 20S B 6 1G Y F 196 H 10S B 6 1G Y Y Y F 197 T 5S B 6 ST Y Y 198 H Y 15S TS 4 2E Y Y Y Y F Y 199 5S Y Y F 200 H Y 20S WBG E Y Y Y F Y Y 201 H Y 15S G Y Y Y F 202 8S B 6 1G Y Y Y F 203 Y O B ST Y Y 205 T ST Y F 207 H 15S E Y Y Y Y F 208 T S B 6 ST Y O 209 H 15S E Y Y Y Y F Y S TS 4 2E Y Y Y O 211 H 8S B 4 Y Y Y Y 212 H 15P G 7 8 5TS 4 2E Y Y Y Y Y Y 213 T B 6 ST Y Y S TS 6 2E Y Y Y F Y 216 H 8S Y Y O 217 H Y 20P WBG 6 6 2E Y Y Y Y F F 218 H 15S WB B 6 1G Y Y Y Y F 219 T B 4 ST Y O 220 T ST Y F 221 T ST O 222 T 5S ST Y F 223 T 5S ST Y F 224 T B 4 ST Y F 225 T 5S ST Y F 226 H Y 20S SWB E Y Y Y Y Y F F Y 227 T 5S B 6 Y O 228 H Y 20S SW G Y Y Y F 229 T 5S B 6 ST Y F B 6 ST Y Y 231 T ST Y F 232 T 5S B 6 ST Y F 233 H 8S Y F S G Y Y F B ST Y O 236 T 5S B 4 ST Y Y Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink S TS 4 2E Y Y F 238 T B 6 Y Y F 239 T B 4 ST Y O B 4 ST Y F B 4 ST Y Y 242 H Y 15S G Y Y Y F 243 H 20P WBG 6 6 2E Y Y Y Y Y F Y Y 244 H 15S TS 4 2E Y Y Y O B ST Y Y 246 T 8S B 6 1G Y Y Y Y 247 T 5S B 6 ST Y F 248 H 15P W G Y Y F 249 H Y 10S G Y Y Y F 250 5S Y ST O ST Y Y 252 H Y 20S TS 3 2E Y Y Y Y O Y 253 H Y 20P W 6 2 3TS 4 2E Y Y Y Y Y F Y 254 T B 6 ST Y O 255 H 10S E Y Y Y Y F ST Y Y B 4 ST Y O 258 T ST Y Y ST Y O 260 5S TS 6 Y ST Y O 261 T ST Y O B ST Y Y 263 H 15S G Y Y Y F 264 T B 6 ST Y O 265 H 15S SW E Y Y Y Y F 266 T 5S Y ST Y Y 267 T ST Y O 268 5S B 4 ST F 269 H Y 20S E Y Y Y F 270 T 5S ST Y Y B ST Y F ST Y Y 273 T 5 6B 4 ST Y O B 4 ST Y O 275 T Y F 276 T B ST Y F 277 T B 6 ST Y O S E Y Y Y Y F 279 5S Y F B ST Y Y 281 T B 4 ST Y O 72 Promotional Turn 2: French Lessons

74 Participating Stores Continued Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink 282 T B 6 ST Y O ST Y O 284 T B 6 ST Y O ST Y O B 4 ST Y F 287 H 15S W 3 6 1G Y Y Y O 288 H Y 20P SG 6 5 5TS 4 2E Y Y Y Y F Y Y 289 T B 6 Y O B ST Y O 291 T B 6 ST Y O B 4 ST Y Y 293 T B 4 ST Y O 294 T B 6 ST Y O 295 H 10P G Y Y Y Y F F 296 T B 4 ST Y O 297 T Y ST Y Y 298 H 15P W G Y Y Y Y F Y 299 T B 4 Y Y 300 H 10S W 3 4 1G Y Y Y Y F Y B 4 ST Y O 302 5S 5 5 ST Y F 303 T B 4 ST Y Y 304 T 5S B 4 ST Y Y ST Y O 306 T B 4 Y Y ST Y O B ST Y Y B ST Y Y 310 5S Y Y O 311 H 10P G Y Y Y Y F 312 H 15S B 6 Y F Y F 314 T B ST Y O ST Y Y 316 T B 4 ST Y O 317 T B 4 ST Y O 318 T 5 5 4B 4 ST Y O B ST Y O B 6 1G Y ST O 321 H 8S Y Y F B ST Y Y 323 T ST Y O 324 H 8P B 6 1G Y Y Y F 325 H 20S WG E Y Y Y Y Y F F Y 326 H Y 15S TS 4 2E Y Y Y F Y Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink 327 T 5S ST Y Y 328 T B 4 ST Y O 329 H Y 20P W 8 2E Y Y Y Y Y F Y Y 330 T B 6 ST Y O ST Y O B ST Y Y 333 Y ST O 334 H Y 20S SWBG 6 8 2E Y Y Y Y F F Y 335 T B 6 ST Y Y ST Y O ST Y O B ST Y Y B 4 ST Y O 340 H 10S G 6 5 2TS 4 2E Y Y Y F 342 O S G Y Y Y F 344 H Y 15S TS 4 2E Y Y F Y 345 T 8S B 4 1G Y O 346 H Y 20P WBG E Y Y Y Y F F Y B ST Y O B 4 ST Y F B ST Y O B 4 ST Y O 351 H 10S G Y Y Y F 352 T B 4 ST Y O 353 H 10P G Y Y Y Y O B 4 Y O 355 H Y 20P SWBG S Y Y Y Y Y F F Y 356 H 15S Y Y F Y ST O 359 H 15S B 4 1G Y Y F 360 H 15P SWB E Y Y Y Y Y O F Y 361 H Y 15S TS 4 2E Y Y Y Y F Y 362 H 20S S 1 12B 6 2E Y Y F 363 5S B 4 ST O 364 T B 6 ST Y O 365 ST F 366 H 10S G Y Y F 367 H Y 20P SWBG E Y Y Y Y Y F Y Y 369 T 10 4 ST Y O ST Y Y 371 H 10S WB 7 4 2E Y Y Y Y Y F Y 372 T B 6 ST Y Y 373 H Y 15S E Y Y Y Y F Y 374 T B 6 Y O Marketing & Product Guide 73

75 Participating Stores Continued Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink B ST Y Y 376 Y B 4 ST Y Y 378 H Y 20S WBG 7 3TS 8 2E Y Y Y F Y Y 379 T B 6 ST Y Y 380 T B 4 ST Y F 381 H 10S SW 3 8B 6 1G Y Y F 382 H 15S W 1 6 1G Y Y Y F 383 H Y 15S TS 4 2E Y Y Y Y F Y 384 H 8P W G Y Y Y O 385 H 20S SWBG 7 4 2E Y Y Y Y F Y 386 H 10S SB E Y Y Y Y F 387 H 15S E Y Y Y O 388 H 10P B E Y Y Y Y F 389 H 15S G Y Y Y O 390 H Y 20P BG E Y Y Y Y F F Y 392 H Y 10S TS 4 2E Y Y Y O Y 393 H 20P WB E Y Y Y Y Y F Y Y 394 H 10S B 6 1G Y Y F B ST Y O 398 H 20S TS 4 2E Y Y Y Y F Y ST Y F S G Y Y Y O 401 8S B 6 Y Y O 402 H Y 10S B 6 2G Y Y Y F G 4B 4 ST O 404 H 15S W E Y Y Y Y F B ST Y Y 406 5S Y Y F 407 H 15P WG G Y Y F Y 408 H 15S W G Y Y F B ST Y Y B 4 ST O 411 8P Y O Y 412 H Y 20P G E Y Y Y Y Y F Y B ST Y O 414 T B 4 ST Y O 415 H 10P Y F 416 H Y 20S SWB E Y Y Y Y Y F Y 417 H Y 20P WB E Y Y Y Y Y F F Y 418 T B 4 ST F 419 T B 4 Y O 420 ST O Y ST Y F B ST Y Y Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink B ST Y O 424 Y 425 H 10S W 4 4 2E Y Y Y Y F 426 H 10S B 6 1E Y Y F 427 ST O 428 H Y 20S SWBG E Y Y Y Y F B 4 Y O B 4 Y Y 431 H 15S SWBG E Y Y Y Y O 432 H 20S WBG E Y Y Y Y Y F Y B ST Y O 434 H 15S B 6 2E Y Y Y Y F B ST Y Y 436 5S B 6 ST F 437 H Y 10S G 6 4TS 4 2E Y Y Y F Y Y 438 H Y 20S WBG E Y Y Y Y Y F Y Y ST Y O 440 T B 4 ST Y O B 4 ST Y F B 4 ST Y O 443 H 15P B 6 1G Y Y Y Y F 444 H Y 15S SWG 3 8B 6 1G Y Y Y F 445 H Y 20S SWG 9 8 2E Y Y Y Y Y F F Y 446 T B 6 Y F B 6 ST Y O 448 T B 4 ST Y Y B ST Y Y 450 T 5 5 4B 4 Y O B 4 ST Y Y Y Y Y Y O Y Y P B 6 1G Y Y F 454 5S ST Y F 455 T B 6 ST Y O S TS 4 2E Y Y O 457 H Y 10P W E Y Y Y Y Y F Y Y 458 H 8S B 4 Y F 459 H Y 15S E Y Y Y Y F Y B ST Y O 461 T B 6 Y Y F 462 T B 4 ST Y Y B ST Y Y ST Y Y 465 H 15S WBG 5 4 2E Y Y Y Y F B ST Y O 467 H 10S Y F 74 Promotional Turn 2: French Lessons

76 Participating Stores Continued Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink 468 T ST Y O B ST Y O 470 H 10S G Y Y Y Y Y B ST Y F B ST Y O B ST Y Y F ST Y Y ST Y F B ST Y O 478 T B 6 ST Y O ST Y O B ST Y O 481 H Y 15P G G Y Y Y Y F ST Y O Y Y O 484 H 10S B 4 1G Y Y F 485 H Y 15P B 6 Y F Y P TR 2E Y Y Y F B ST Y Y B 4 ST Y Y B ST Y F 490 H Y 20S E Y Y Y Y O 492 T 5 5 4B 4 ST Y Y B ST Y O 494 H 15P G Y Y Y Y F 495 H Y 15S WB E Y Y Y Y Y F F 496 T 3 2 8B 6 ST Y O 497 T 10S B 6 Y Y F 498 O 499 H 20P WBG E Y Y Y Y Y F Y 501 H 15S E Y Y Y Y F B 4 Y O O 504 T B 4 ST Y Y 505 H Y 20P S E Y Y Y Y Y F B ST Y Y 507 T 5S B 6 ST Y F 508 T ST Y F 509 T B 6 ST Y F B 4 ST Y Y 511 H Y 10S TS 4 2E Y Y Y Y F Y 512 ST O Y ST Y O 515 ST O B 4 ST Y O Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink 517 T 5S ST Y F 518 H 15S W 1 4 1G Y Y Y F ST Y F 520 T 5 3 4B 4 ST Y O 521 H 15P W 1 4 1G Y Y Y F 522 Y 10P E Y Y Y F Y Y 523 H Y 20P WG 6 3 3TS 8 2E Y Y Y Y F Y 524 T B 6 ST Y Y 525 H Y 20P G E Y Y Y Y Y F F Y 526 ST O 527 T B 6 ST Y O 528 H 15P G 7T 6 3TS 2E Y Y Y Y Y F Y Y 529 T 5S B 6 ST Y F 530 T B 6 ST Y O 531 T ST Y Y ST Y O Y S S 1 6 Y Y F ST Y O 536 H Y 10P B E Y Y Y F Y ST Y O 538 ST O 539 T 5S B 6 Y Y F 540 H 15S E Y Y Y F B 4 ST Y O 542 H Y 20P B 4 6 2E Y Y Y Y Y F F Y 543 T B 4 ST Y F 544 H Y 15S SW E Y Y Y F Y Y 545 H Y 15S TS 4 2E Y Y Y F Y Y 546 H 15S TS 4 2E Y Y Y Y Y F Y 547 ST Y O B ST Y O 549 H 20S E Y Y Y Y Y F Y B 6 ST Y O 552 8S Y Y O 553 H Y 15P B 6 1G Y Y Y F F 555 H 8S G 6 5TS 4 2E Y Y Y F Y 556 H Y 15P WB E Y Y Y Y F B ST Y O B 6 ST Y Y 559 H 15S G E Y Y Y F 560 T ST Y O 561 T 5 5 ST Y Y 562 T ST Y F 563 H 10S Y Y F 564 H 8S SW 3 6B 4 1G Y Y F B ST Y F Marketing & Product Guide 75

77 Participating Stores Continued Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink 566 H Y 20P WBG G Y Y Y F Y B 4 ST Y O 568 H 10P E Y Y Y Y Y Y 569 T 5S Y F ST Y O 571 Y Y O 572 H 10S B 6 1G Y Y Y Y 573 H Y 10P E Y Y Y Y Y F Y ST Y O 575 H Y 15S TS 4 2E Y Y Y Y Y F Y Y 576 T ST Y Y B ST Y Y 578 T 5S B 4 ST Y F 579 H Y 10S TS 4 2E Y Y Y F Y Y 581 T B 4 Y ST Y F 582 T B 6 ST Y O B 4 ST Y O 584 H Y 15S SB 3 4 2E Y Y Y Y F Y 586 H 15S W B 6 2G Y Y Y Y Y F 587 H 15S B 1G Y Y Y F ST Y O Y Y F 590 H 20P WBG 5 8 2E Y Y Y Y Y F F Y B ST Y Y 593 H 15P G Y Y Y F 594 T B 4 ST Y O 595 T ST Y O 596 T B 4 ST Y F ST Y O 598 ST O 599 T B 4 ST Y F 601 H 15S SG 7 4TS 4 2E Y Y Y Y F Y 602 H 15S B 2 1 8B 6 1G Y Y Y Y F B 6 ST Y Y ST Y O ST Y F ST Y O ST Y O 608 O B ST Y O 611 O 612 T B 6 ST Y O ST Y O ST Y O 616 H 10S BG E Y Y Y F Store # Banner Inserts Pod Program Sold End Aisles Backer Cards Regular Extenders Other Extenders Exterior Signs Window Showcards Perimeter Signs Power Aisle Banners Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Premium Spirits Fixture Beer Specialty Program Summer Sold Blockpile Ontario Craft Beer Mixed Drink 617 H 15S G 5 6 5TS 4 2E Y Y Y Y F Y 618 H 10S Y Y F 619 H Y 20S TS 4 2E Y Y Y F Y Y Y O ST Y O 623 H Y 20P WB E Y Y Y Y Y F F Y 624 H Y 20P G 3 4 5TS 6 2E Y Y Y Y Y F Y Y ST Y O 629 H 15S WBG E Y Y Y Y F Y Y 630 H Y 20P SWBG 8 6 4TS 4 2E Y Y Y Y Y F Y Y 631 H Y 20S G 4 5TS 6 2E Y Y Y Y F Y 632 H Y 20S W 6 4 6TS 4 2E Y Y Y Y F Y Y O 697 ST O 698 H Y 15S TS 4 2E Y Y Y Y F Y 700 H Y 20S WBG 3 4 2E Y Y ST Y Y O Y Y 702 H 15P G 3 4 5TS 4 2E Y Y Y Y F Y Y 703 H Y 20S SWB 8 3 6TS 4 2E Y Y Y F Y 705 O 742 Y O Y 771 H 15P E Y Y Y Y F Y 776 H Y 20S WBG E Y Y Y Y Y F Y 76 Promotional Turn 2: French Lessons

78 Po d Pro gram The pod program consists of three Sold Space displays in high traffic locations of participating stores. Participation is mandatory for selected stores. If you have questions regarding participation in this program, please direct them to your District Manager. The following guidelines apply for all pods in any configuration: Keep the product at good reach level Pods are always free standing floor displays. Pods should not encroach on other sold programs or impede store traffic. The positioning and size of the pods are not open to negotiation by suppliers. Only feature the products listed in this guide. Always keep the pods visible, accessible and safe to shop from. Maintain signage for the duration of the promotion. Replace or update signage as necessary. Re-merchandise and consolidate as displays sell down.

79 Pod Program Continued All participating products ARE NOT being force-shipped. Please ensure you order (adjust your MINS) and have sufficient quantity to build and maintain the POD display throughout the promotion. Bordeaux Pod LCBO#2527 Mouton Cadet 750 ml LCBO#31898 Calvet Saint Emilion 750 ml LCBO# A. Luze & Fils Chateau Bel Air 750 ml LCBO#99044 Chateau Bonnet 750 ml Components: Quad Merchandiser Reorder # Preprinted Pricer Cards (4 versions x 1 ) South of France Pod LCBO# Philippe De Rothschild Viognier 750 ml LCBO# Domaine de Vedilhan Viognier 750 ml LCBO# Petit Bistro Syrah 750 ml LCBO# Rafale Syrah 750 ml Components: Quad Merchandiser Reorder # Preprinted Pricer Cards (4 versions x 1 ) Burgundy Pod LCBO#51466 Bouchard Pere & Fils Petit Chablis 750 ml LCBO# Louis Jadot Macon Villages Chardonnay 750 ml LCBO# Bouchard Aine & Fils Pinot Noir Bourgogne 750 ml LCBO# Louis Jadot Bourgogne Pinot Noir 750 ml Components: Quad Merchandiser Reorder # Preprinted Pricer Cards (4 versions x 1 ) 78 Promotional Turn 2: French Lessons

80 M ixed Drink Fix tures

81 Mixed Drink Fixtures Merchandising All participating stores have two fixtures. Each fixture must be fully merchandised for the entire duration of the promotion. The posters and drum signs will read Quintessentially French and Australian Wine. Display Spot #1 - Quintessentially French Participating Products: LCBO# Description Format Veuve Clicquot Brut Champagne 750 ml Moët & Chandon Imperial Champagne 750 ml Mumm Cordon Rouge Brut Champagne 750 ml Pol Roger Brut Champagne 750 ml Lanson Black Label Brut Champagne 750 ml 1784 Grand Marnier 750 ml 4101 Rémy Martin VSOP 750 ml 1925 Courvoisier VS 750 ml 8284 Hennessy VS 750 ml Merchandising Please merchandise one case of each product from Display Spot #1 on the shelves of the Mixed Drink fixture. Display Spot #2 - Australian Wine Participating Products: # of # of Bottles LCBO# Description Shelves Old Fixture New Fixture J.J. McWilliams 2008 Chardonnay 750 ml Promotional Turn 2: French Lessons

82 Special Events

83 Special Events There are 10 LCBO locations that play host to the Special Events Program. The mission of the LCBO Special Events program is to engage our customers in a world of discovery through exciting, entertaining and knowledge-filled special events. Where possible, the goal is to assist in the overall integration of the brand through themed, multi-faceted events. What s On Board signage A What s On Board will be distributed to each Special Events location for this thematic. The signage will encourage customers to speak with the Special Events Coordinator to find out which exciting courses and open consumer tastings will be taking place. For more information about upcoming events, log on to and click on Learn. Participating StoresApril 9 10, 38, 149, 329, 355, 367, 412, 452, 459, 573 April 30, , 38, 149, 329, 355, 367, 412, 452, 459, 573 # Louis Jadot Bourgogne Pinot Noir 750 ml # Louis Jadot Macon Villages Chardonnay 750 ml May 7, , 149, 452, 459, 573 #51466 Bouchard Pere & Fils Petit Chablis 750 ml May 8, # Louis Jadot Bourgogne Pinot Noir 750 ml May 8, # Biondi Santi Spa 750 ml # Tignanello Tuscany 750 ml May 14, , 355, 367, 412 # Bouchard Aine & Fils Pinot Noir Bourgogne 750 ml 82 Promotional Turn 2: French Lessons

84 S old Space Pro grams

85 End Aisle Display Brands End Aisle # LCBO# Description Support Program HD Yvon Mau Merlot Vdp 750 ml LTO Fat Bastard Merlot Vdp 750 ml LTO Philippe De Rothschild Cabernet Sauvignon Vdp 750 ml LTO French Rabbit Cabernet Sauvignon Carton 1000 ml LTO Grey Goose Vodka 750 ml Grey Goose Vodka 1750 ml BAM Grey Goose Vodka 375 ml Mouton Cadet Rouge 750 ml LTO Chateau Timberlay 750 ml LTO Chateau Saint-Germain 750 ml BAM Latour Chardonnay 750 ml BAM 4 Premium Loron Bourgogne Chardonnay 750 ml LTO Patriarche Chardonnay Macon Villages 750 ml LTO Latour Chardonnay 750 ml BAM 4 Standard Bouchard Pere & Fils Macon-Lugny St-Pierre 750 ml BAM Georges Duboeuf Macon-Villages 750 ml LTO Piat D'Or Chardonnay 750 ml LTO Philippe De Rothschild Chardonnay Vdp 750 ml Fat Bastard Chardonnay Vdp 750 ml Necktag Cellierdauphins Carte Noire Cotes Du Rhone 750 ml La Vieille Ferme Cotes Du Ventoux 750 ml LTO Chapoutier Cotes Du Rhone Villages 750 ml BAM 1784 Grand Marnier 750 ml LTO Grand Marnier 375 ml Navan Liqueur 750 ml LTO 8 Premium Dopff & Irion Gewurztraminer 750 ml Pierre Sparr Gewurztraminer 750 ml BAM Yvon Mau Sauvignon Blanc Vdp 750 ml LTO 8 Standard Philippe De Rothschild Sauvignon Blanc Vdp 750 ml LTO Fat Bastard Sauvignon Blanc Vdp 750 ml LTO 9 Premium/ Standard Alize Gold Passion 750 ml LTO Alize Red Passion 750 ml Value Add Alize Bleu Liquor 750 ml LTO 2881 Pisse-Dru Beaujolais 750 ml Bouchard Aine & Fils Beaujolais Superieur 750 ml LTO Georges Duboeuf Beaujolais 750 ml LTO 84 Promotional Turn 2: French Lessons

86 End Aisle Display Brands Continued End Aisle # LCBO# Description Support Program French Tom Shiraz 750 ml BAM Fat Bastard Shiraz Vdp 750 ml Yvon Mau Shiraz Vdp 750 ml LTO Patriarche Bourgogne Aoc Pinot Noir 750 ml 12 Premium Latour Pinot Noir 750 ml BAM Bouchard Pere & Fils Pinot Noir Bourgogne 750 ml BAM J.P. Chenet Limited Release Pinot Noir 750 ml BAM 12 Standard Patriarche Pinot Noir Vdp 750 ml Philippe De Rothschild Pinot Noir Vdp 750 ml LTO Piat D'Or Merlot 750 ml LTO Philippe De Rothschild Merlot Vdp 750 ml LTO Rafale Merlot Vdp 750 ml BAM 6106 Kronenbourg 6 x 330 ml BBAM Boris Bio - Organic Beer 500 ml LTO Kronenbourg ml LTO Jp Chenet Sauvignon Blanc 750 ml BAM Grand Gaillard Sauvignon Blanc 750 ml J&F Lurton Les Fumees Blanches Sauvignon Blanc Vdp 750 ml BAM, BBAM Chateau Puyfromage 750 ml BAM Calvet Reserve Red 750 ml BAM Crus & Dom. De France Chateau De Courteillac 750 ml BAM Rafale Cabernet Sauvignon 750 ml Just Cabernet Sauvignon 750 ml Value Add Domaine Bassac Organic Cabernet Sauvignon 750 ml Anselme La Fiole Du Pape Chateauneuf Pape Red 750 ml BAM Mommessin Chateauneuf-Du-Pape 750 ml LTO 8284 Hennessy VS Cognac 750 ml Value Add Hennessy VSOP Cognac 750 ml BAM Hennessy XO Cognac 750 ml Veuve Clicquot Ponsardin Rose 750 ml BAM Veuve Clicquot Demi Sec Champagne 750 ml Veuve Clicquot Brut Champagne 750 ml BAM Marketing & Product Guide 85

87 Shelf Extenders Extender Support # of Extenders LCBO# Description Location Programs R1: Vodka A Eight Below Luxury Vodka 750 ml LTO Y Y R2: Vodka B Finlandia Vodka 1750 ml LTO Y Y Y Y Y R3: Vodka C Prince Igor Extreme Vodka 750 ml BAM Y Y Y Y Y Y R4: Vodka D Prince Igor Vodka (P.E.T) 1750 ml Value Add Y Y Y Y Y Y R5: Vodka E Stolichnaya Vodka 1140 ml LTO Y Y Y Y Y Y R6: Rum A El Dorado 12 Year Old Rum 750 ml BAM Y R7: Rum B Flor De Cana Grand Reserve 7 Year Old Rum 750 ml LTO Y Y Y Y Y R8: Rum C Lamb's Black Sheep Spiced Rum 750 ml LTO Y Y Y Y Y Y R9: Rum D Sailor Jerry Spiced Navy Rum 750 ml Value Add Y Y Y Y Y Y R10: Rum E Captain Morgan Spiced Rum 1140 ml Value Add Y Y Y Y Y Y R11: Canadian Whisky A Gentleman Jack Rare Tennessee Whiskey 750 ml LTO Y Y R12: Canadian Whisky B Woodford Reserve Distiller's Select Bourbon 750 ml LTO Y Y Y Y Y R13: Canadian Whisky C Gibson's Finest Sterling Edition 1140 ml LTO Y Y Y Y Y Y R14: Canadian Whisky D 8805 Forty Creek Barrel Select Whisky 1750 ml LTO Y Y Y Y Y Y R15: Canadian Whisky E Canadian Club 1750 ml BAM Y Y Y Y Y Y R16: Scotch A 8706 Teacher's Highland Cream 1140 ml LTO Y Y Y Y Y Y R17: Scotch B 1487 Crown Royal 750 ml LTO Y Y Y Y Y Y R18: Gin A 141 Bacardi Superior 1140 ml LTO Y Y Y Y Y Y R19: Liqueurs A Phillips Root Beer Schnapps Liquor 750 ml Value Add Y Y Y Y R20: Liqueurs B Bolivar Coffee Liqueur 750 ml LTO Y Y Y Y Y Y R21: Liqueurs C Hpnotiq Liquor 750 ml LTO Y Y Y Y Y Y R22: Liqueurs D Malibu By U 750 ml Necktag Y Y Y Y Y Y R23: Brandy A 471 Seagrams V.O.1140 ml BAM Y R24: Brandy B 9365 Small Cask Brandy 750 ml BAM Y Y Y Y Y Y R25: Tequila A El Jimador Tequila Reposado Gold 750 ml LTO Y Y Y Y R26: Ontario Blend A Pelee Island Chardonnay VQA 750 ml LTO Y Y Y Y Y Y R27: Ontario Blend B Peller Estates French Cross Cab Merlot Crtn 1000 ml LTO Y Y Y Y Y Y *Y = your store implements this extender. ** See the Participating Stores section of this Guide to determine how many regular shelf extender locations your store has. 86 Promotional Turn 2: French Lessons

88 Shelf Extenders Continued Extender Support # of Extenders LCBO# Description Location Programs R28: Ontario Blend C Jackson-Triggs Prop Select Pinot Grigio 750 ml LTO Y Y Y Y Y Y R29: Ontario Non-VQA A Strewn Gewurztraminer/Riesling VQA 750 ml LTO Y Y Y Y Y R30: Ontario Non-VQA B Pelee Island Pinot Grigio 750 ml LTO Y Y Y Y Y Y R31: Ontario Non-VQA C Kittling Ridge White Zinfandel/Vidal 750 ml BAM Y Y Y Y Y Y R32: Ontario Non-VQA D Pelee Island Merlot 750 ml LTO Y Y Y Y Y Y R33: Ontario VQA A Konzelmann Pinot Noir Dry VQA 750 ml LTO Y Y Y R34: Ontario VQA B Cave Spring Chardonnay VQA 750 ml Necktag Y Y Y Y R35: Australia/ New Zealand A Villa Maria Private Bin Sauvignon Blanc 750 ml LTO Y Y Y R36: Australia/ New Zealand B Wolf Blass Yellow Label Chardonnay 750 ml LTO Y Y Y Y R37: Australia/ New Zealand C Silver Leaf Chardonnay (P.E.T.) 1000 ml LTO Y Y Y Y Y Y R38: Australia/ New Zealand D Angus The Bull Cabernet Sauvignon 750 ml BAM Y Y Y Y Y Y R39: USA A Rosemount Diamond Shiraz 750 ml LTO Y Y Y Y Y Y R40: USA B Barefoot Bubbly Pinot Grigio 750 ml Value Add Y Y Y Y Y Y R41: Chile A Two Oceans Sparkling 750 ml LTO Y Y Y Y R42: Chile B Yellow Tail Shiraz 1500 ml LTO Y Y Y Y Y Y R43: France Blend A Remy Pannier Sauvignon Blanc 750 ml BAM Y R44: France Blend B Fazi Battaglia Verdicchio Castelli Di Jesi 1500 ml BAM Y Y Y Y Y Y R45: France South A Alianca Vista Tn 750 ml BAM Y Y R46: France South B Rocca Delle Macie Chianti Vernaiolo Docg 750 ml Y Y Y Y Y Y R47: France Bordeaux/ Burgundy A Chateau De Gourgazaud Ac Minervois 750 ml BAM Y Y Y R48: Italy Central A Freixenet Cordon Negro Brut 1500 ml LTO Y Y Marketing & Product Guide 87

89 Shelf Extenders Continued Extender Support # of Extenders LCBO# Description Location Programs R49: Italy Central B Folonari Valpolicella Classico 1500 ml LTO Y Y Y Y Y Y R50: Italy North A Gabbiano Pinot Grigio Igt 750 ml LTO Y Y Y Y Y R51: Italy North B 1743 Ruffino Chianti 750 ml LTO Y Y Y Y Y Y R52: Southern Europe A Montecillo Blanco 750 ml LTO Y R53: Southern Europe B Spanish Quarter Red 750 ml BAM Y Y Y R54: Germany A Mezzomondo Sangiovese Merlot 750 ml BAM Y Y Y Y Y Y R55: Sparkling A Mumm Cordon Rouge Brut Champagne 750 ml LTO Y Y Y R56: Sparkling B Moet & Chandon Imperial Champagne 750 ml Value Add Y Y Y Y Y Y R57: Ontario Beer A Red Stripe Beer 473 ml LTO Y Y R58: Ontario Beer B Sleeman Original Draught 473 ml LTO Y Y Y Y Y Y R59: Beer Moosehead Lager 473 ml Y R60: Beer Miller Genuine Draft Pet 473 ml Y Y Y Y Y Y R61: Beer Staropramen 500 ml LTO Y Y Y Y Y Y R62: Beer Stella Artois 6 x 330 ml BAM Y Y Y Y Y Y R63: Party Zone Mudshake Irish Cream 1080 ml BAM Y Y Y Y Y Y R64: Party Zone Arbor Mist Exotic Fruits White Zinfandel 750 ml BAM Y Y Y Y Y Y R65: Party Zone Mike's Hard Lemonade 12 Pk-B 3960 ml LTO Y Y Y Y Y Y *Y = your store implements this extender. ** See the Participating Stores section of this Guide to determine how many extender locations your store has. 88 Promotional Turn 2: French Lessons

90 Discovery Shelf Extenders Location LCBO # Description Support Program D1: Discovery Wines Bud Light 473 ml BAM D2: Discovery Wines Effen Vodka 750 ml LTO D3: Discovery Wines Los Arboles Chardonnay 750 ml LTO D4: Discovery BSM Twistee Pour & Serve - B ml LTO D5: Discovery BSM Russian Standard Vodka 750 ml LTO D6: Discovery BSM Rigal The Original Malbec 750 ml LTO D7: Discovery Spirits Inniskillin Cabernet Franc VQA 750 ml LTO D8: Discovery Spirits Big Rock Grasshopper Wheat Ale 6 x 341 ml LTO D9: Discovery Spirits Mike-arita Cocktail 355 ml-c LTO Community Shelf Extenders Location LCBO # Description Support Program C1: Community Extender Appleton Estate V/X 750 ml LTO C2: Community Extender Wiser's Special Blend (P.E.T) 1750 ml Value Add C3: Community Extender Jackson-Triggs Prop Select Sauvignon Blanc 750 ml LTO C4: Community Extender Citra Trebbiano D'Abruzzo Doc 1500 ml LTO C5: Community Extedner Obikwa Sauvignon Blanc 750 ml BAM Green Extender Extender Location LCBO # Description Support Program G1: Green Extender Banrock Station Ecomate Sauvignon Blanc Carton 1000mL Marketing & Product Guide 89

91 IMAGE Shelf Talker LCBO # Description 6262 Codorniu Brut Clasico Sparkling 750 ml 6445 Creemore Springs Premium Lager 473 ml 6585 Torres Sangre De Toro 750 ml Torres Coronas Tempranillo Do 750 ml J Drouhin Cotes De Beaune-Villages 750 ml Steam Whistle Premium Pilsner 500 ml Chateau Des Charmes Brut Methode Traditionelle VQA 750 ml Segura Viudas Brut Reserva Cava Sparkling 750 ml William Fevre Champs Royaux Chablis 750 ml Carlsberg Lite Tall Can 500 ml Innis & Gunn Original 750 ml Innis & Gunn Original 330 ml Support Programs 90 Promotional Turn 2: French Lessons

92 Limited Time Offers LCBO# Description SAVE Support Programs 18 Heineken Lager 6 x 330 ml $ Bacardi Superior 1140 ml $1.00 Extender 570 Beefeater Dry 750 ml $ Mouton Cadet Rouge 750 ml $1.00 EA Crown Royal 750 ml $2.00 Extender 1743 Ruffino Chianti 750 ml $1.00 Extender 1784 Grand Marnier 750 ml $4.00 EA J & B Rare 750 ml $ Remy Martin VSOP 750 ml $ Cointreau 750 ml $ Staropramen 500 ml $0.25 Extender 8706 Teacher's Highland Cream 1140 ml $2.00 Extender 8805 Forty Creek Barrel Select Whisky 1750 ml $2.00 Extender 9431 Bouchard Aine & Fils Beaujolais Superieur 750 ml $1.00 EA Bell's Original Scotch Whisky 1140 ml $ Grant's Ale Cask Reserve 750 ml $ Peller Estates French Cross Cab Merlot Crtn 1000 ml $1.50 Extender Yvon Mau Sauvignon Blanc Vdp 750 ml $1.00 EA8B Yellow Tail Shiraz 1500 ml $1.00 Extender Irish Mist 750 ml $ Effen Vodka 750 ml $3.00 Discovery Ext Folonari Valpolicella Classico 1500 ml $2.00 Extender Flor De Cana Grand Reserve 7 Year Old Rum 750 ml $1.50 Extender Sauza Gold Tequila 750 ml $ Chateau Timberlay 750 ml $1.00 EA Calvet Saint Emilion 750 ml $2.00 POD Spitfire Premium Ale 500 ml $ Naked Grape Chardonnay Bib 3000 ml $ Prince Igor Extreme Vodka 1140 ml $ Seagram Tropical Lemon Lime Vodka Spritzer 1364 ml $ Sleeman Original Draught 473 ml $0.30 Extender Luxardo Sambuca Dei Cesari 750 ml $ Jack Daniel's Sour Mash 750 ml $ Mommessin Chateauneuf-Du-Pape 750 ml $2.00 EA Slavutich Premium Beer 500 ml $ Mill Street Belgian Wit 6 x 341 ml $ Gosling's Black Seal Rum 1140 ml $ Dan Aykroyd Chardonnay VQA 750 ml $ Sterling Vintner's Cabernet Sauvignon 750 ml $ Harbour Estates Midnight Cabernet/Merlot VQA 750 ml $ Eco Luxury Vodka 750 ml $2.00 Marketing & Product Guide 91

93 Limited Time Offers Continued LCBO# Description SAVE Support Programs Silver Leaf Chardonnay (P.E.T.) 1000 ml $2.00 Extender Los Arboles Chardonnay 750 ml $1.00 Discovery Ext Tullamore Dew Irish Whiskey 750 ml $ Montecillo Blanco 750 ml $1.00 Extender Dan Aykroyd Cabernet Shiraz VQA 750 ml $ Gabbiano Pinot Grigio Igt 750 ml $1.00 Extender Citra Trebbiano D'Abruzzo Doc 1500 ml $1.00 Comm. Extender Two Oceans Sparkling 750 ml $1.00 Extender Pelee Island Chenin Blanc Vidal 750 ml $ Mill Street Original Organic Lager 6 x 341 ml $ Hillebrand Artist Series Riesling VQA 750 ml $ Girls Night Out Chardonnay VQA 750 ml $ Yellow Tail Bubbles Rose 750 ml $ Southern Comfort 750 ml $ Eight Below Luxury Vodka 750 ml $5.00 Extender Georges Duboeuf Macon-Villages 750 ml $1.00 EA4B Bacardi Black 1140 ml $ Sawmill Creek Pinot Grigio Chardonnay 750 ml $1.00 OWP Southern Comfort (P.E.T.) 750 ml $ Finlandia Vodka 1750 ml $1.75 Extender Prairie Organic Vodka 750 ml $ Innis & Gunn Blonde 330 ml $ Lakefront New Grist Gluten-Free (Sorgum & Rice) 6 x 355 ml $ Boris Bio - Organic Beer 500 ml $0.30 EA Vex Hard Pink Lemonade 1000 ml $ Woody's 99 Raspberry 1320 ml $ Mike-arita Cocktail 355 ml-c $0.20 Discovery Ext Naked Grape White Zinfandel Spritzer 1364 ml $ Palm Bay Pineapple Mandarin Orange 2130 ml $ Palm Bay Ruby Grapefruit Sunrise 2130 ml $ Twistee Pour & Serve - B ml $1.00 Discovery Ext Muskoka Cream Ale 473 ml $ Pelee Island Pinot Noir VQA 750 ml $ Pelee Island Chardonnay VQA 750 ml $1.00 Extender Russian Standard Vodka 750 ml $1.00 Discovery Ext Trumpeter Malbec 750 ml $ Amsterdam Nut Brown Ale 473 ml $ KLB Raspberry Wheat Ale 473 ml $ Czechvar Premium Lager 500 ml $ Red Stripe Beer 473 ml $0.25 Extender Lamb's Black Sheep Spiced Rum 750 ml $1.00 Extender 92 Promotional Turn 2: French Lessons

94 Limited Time Offers Continued LCBO# Description SAVE Support Programs Rigal The Original Malbec 750 ml $1.00 Discovery Ext Bolivar Coffee Liqueur 750 ml $2.00 Extender Piat D'Or Chardonnay 750 ml $0.50 EA Piat D'Or Merlot 750 ml $0.50 EA Colio Extra Dry White 1500 ml $ Loron Bourgogne Chardonnay 750 ml $1.00 EA4A Woody's Sasparilla 1320 ml $ Vextini - Lights, Camera, Cosmo! 750 ml $ Woody's Pineapple And Grapefruit 1320 ml $ Patriarche Chardonnay Macon Villages 750 ml $1.00 EA4A Appleton Estate V/X 750 ml $1.10 Comm. Extender Freixenet Cordon Negro Brut 1500 ml $1.00 Extender Gibson's Finest Sterling Edition 1140 ml $1.10 Extender Konzelmann Pinot Noir Dry VQA 750 ml $1.00 Extender Stolichnaya Vodka 1140 ml $2.00 Extender Georges Duboeuf Beaujolais 750 ml $1.00 EA Wolf Blass Yellow Label Chardonnay 750 ml $1.00 Extender Fetzer Valley Oaks Zinfandel 750 ml $ La Vieille Ferme Cotes Du Ventoux 750 ml $1.00 EA Gato Negro Cabernet Sauvignon 1500 ml $ Peller Estates French Cross Vidal 1500 ml $ Stoneleigh Marlborough Sauvignon Blanc 750 ml $ Rosemount Diamond Shiraz 750 ml $2.00 Extender Samuel Adams Boston Lager 6 x 355 ml $ Mumm Cordon Rouge Brut Champagne 750 ml $6.00 Extender Inniskillin Cabernet Franc VQA 750 ml $1.00 Discovery Ext Santa Carolina Chardonnay 1500 ml $ Yvon Mau Merlot Vdp 750 ml $0.75 Hero Gentleman Jack Rare Tennessee Whiskey 750 ml $3.00 Extender Jackson-Triggs Prop Select Merlot 750 ml $ Bitburger Premium Pilsner 500 ml $ Jackson-Triggs Prop Select Sauvignon Blanc 750 ml $1.00 Comm. Extender Philippe De Rothschild Sauvignon Blanc Vdp 750 ml $1.00 EA8B Philippe De Rothschild Merlot Vdp 750 ml $1.00 EA Philippe De Rothschild Cabernet Sauvignon Vdp 750 ml $1.00 EA Skyy Vodka 750 ml $ Vina Tarapaca Sauvignon Blanc 750 ml $ Villa Maria Private Bin Sauvignon Blanc 750 ml $1.00 Extender Alize Gold Passion 750 ml $2.00 EA 9A&9B Pelee Island Cabernet Franc VQA 750 ml $ Herradura Reposado Tequila 750 ml $3.00 Marketing & Product Guide 93

95 Limited Time Offers Continued LCBO# Description SAVE Support Programs Banrock Station Unwooded Chardonnay 750 ml $ Cono Sur Merlot 750 ml $ Peller Estates French Cross Blush 1500 ml $ El Jimador Tequila Reposado Gold 750 ml $2.00 Extender Strewn Gewurztraminer/Riesling VQA 750 ml $1.00 Extender Gosser Beer 500 ml $ Pelee Island Merlot 750 ml $1.00 Extender Woodford Reserve Distiller's Select Bourbon 750 ml $3.00 Extender Whistler Premium Export Lager 6 x 330 ml $ Kronenbourg ml $0.15 EA Jackson-Triggs Prop Rse Chardonnay VQA 750 ml $ St Remy XO Brandy 750 ml $ Sola Nero White 1500 ml $ Peller Estates Family Series Dry Riesling VQA 750 ml $ Meukow Feline VSOP Cognac 750 ml $ Hpnotiq Liquor 750 ml $5.00 Extender Navan Liqueur 750 ml $4.00 EA Alize Bleu Liquor 750 ml $2.50 EA 9A&9B Mike's Hard Lemonade 12 Pk-B 3960 ml $2.00 Extender Fat Bastard Sauvignon Blanc Vdp 750 ml $1.00 EA8B Fat Bastard Merlot Vdp 750 ml $1.00 Hero White Cliff Sauvignon Blanc (Sacred Hill) 750 ml $ Mott's Clamato Caesar Original 6 Pk-C 2046 ml $ Pelee Island Merlot VQA 750 ml $ Trapiche Reserve Malbec 750 ml $ Pelee Island Merlot/Cabernet 750 ml $ Jackson-Triggs Prop Select Pinot Grigio 750 ml $1.00 Extender Pelee Island Pinot Grigio 750 ml $1.00 Extender French Rabbit Cabernet Sauvignon Carton 1000 ml $1.00 EA French Rabbit Chardonnay Carton 1000 ml $1.00 Green Extender Yvon Mau Shiraz Vdp 750 ml $1.00 EA Three Thieves Bandit Pinot Grigio Carton 1000 ml $ Philippe De Rothschild Pinot Noir Vdp 750 ml $1.00 EA 12B Peller French Cross Pinot Grigio Bib 4000 ml $ Nickel Brook Ale 6 x 341 ml $ Golden Horseshoe Lager 6 x 341 ml $ Hacker Pschorr Weisse Bier 500 ml $ Big Rock Grasshopper Wheat Ale 6 x 341 ml $1.00 Discovery Ext. 94 Promotional Turn 2: French Lessons

96 Value Added Program Available from supplying warehouse LCBO# Description Value Add VA Mother Carton # Moet & Chandon Imperial Champagne 750 ml Gift Box Value Add available from Supplier s representative LCBO# Description Value Add 42 Canadian Club 750 ml Canadian Club Classic 50 ml 67 Smirnoff Vodka 750 ml Smirnoff Twist White Grape 50 ml 257 Seagrams Five Star 1140 ml Crown Royal 50 ml 422 Cinzano Sweet Vermouth Red 1000 ml Skyy Vodka 50 ml 2485 Sauza Silver 750 ml Hornitos 5959 Baileys Irish Cream 750 ml Bath & Body Coupon 8284 Hennessy VS Cognac 750 ml Gift Box 8904 Appleton Special Gold Rum 750 ml Appleton Reserve 50 ml Small Cask Brandy 1140 ml Mountain Rock Whisky 50 ml Xoxo Shiraz Cabernet 750 ml Schick Razor Xoxo Merlot Cabernet 750 ml Schick Razor Xoxo Sauvignon Blanc Chenin 750 ml Schick Razor Blue Nun Qualitatswein 1500 ml Drip Stop Canada Gold Whisky (P.E.T) 1140 ml Forty Creek Barrel Select Whisky 50 ml Smirnoff Vodka (P.E.T.) 750 ml Smirnoff White Grape Twist 50 ml Seagrams V.O.1750 ml Crown Royal 100 ml Phillips Root Beer Schnapps Liquor 750 ml Sour Puss Raspberry 50 ml Schenley O.F.C.(P.E.T) 1750 ml Danfields Mini 2 x 50 ml Lamb's Palm Breeze (P.E.T) 1750 ml Lamb's Black Sheep 2 x 50 ml Xoxo Pinot Grigio/Chardonnay 750 ml Schick Razor X-Rated Fusion Liquor 750 ml Skyy Vodka 50 ml Black Velvet (P.E.T) 1750 ml Danfields Mini 2 x 50 ml Sailor Jerry Spiced Navy Rum 750 ml Branded Glassware Kittling Ridge Kingsgate Sherry 750 ml Small Cask Brandy 50 ml Barefoot Bubbly Pinot Grigio 750 ml Pomagrigio Recipe Book Raynal Napoleon VSOP 750 ml Milagro Tequila Bols Creme De Cacao White 750 ml Banff Ice 50 ml Wiser's Special Blend (P.E.T) 1750 ml Wiser's DeLuxe 2 x 50 ml Golden Wedding 1140 ml Danfields Mini 50 ml Moosehead Cracked Canoe 6 x 341 ml Cracked Canoe Paddle Opener Just Cabernet Sauvignon 750 ml Just Chardonnay 100 ml Just Chardonnay 750 ml Just Cabernet Sauvignon 100 ml Prince Igor Vodka (P.E.T) 1750 ml Prince Igor Extreme 100 ml Holsten Premium Pilsener 6 x 330 ml Bottle coolie Ketel One Vodka 750 ml Baileys Original 50 ml Polar Ice Vodka (P.E.T) 1750 ml Malibu 2 x 50 ml Alize Red Passion 750 ml Designer Enviro Bag Captain Morgan Spiced Rum 1140 ml Crown Royal 50 ml Marketing & Product Guide 95

97 Value Added Program Value Add available from Supplier s representative LCBO# Description Value Add Nicolas Feuillatte Brut Champagne 750 ml Gift Box Canadian Club Reserve Whisky 1750 ml Canadian Club Classic 100 ml Forty Creek Barrel Select Whisky 1140 ml Mountain Rock Whisky 50 ml Amarula Cream 1140 ml Appleton Reserve 50 ml Grant's Family Reserve 1140 ml Grants Sherry Cask 50 ml Baileys Irish Cream Liquor 1140 ml Coffee Mug Hendrick's Gin 750 ml Reyka Vodka 50 ml Yankee Jim Ice 6 x 355 ml Cooler bag El Dorado Demerara 5 Year Old Rum 750 ml El Dorado 12 Year Old 50 ml 96 Promotional Turn 2: French Lessons

98 AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs 190 Smirnoff Vodka 1140 ml Seagrams V.O. 750 ml Seagrams V.O.1140 ml 8 Extender 539 Black Velvet 750 ml Alberta Premium 750 ml Bud Light 473 ml 1 Discovery Ext Bacardi Gold Rum 750 ml Captain Morgan White Rum 1140 ml Ron Carioca White 1140 ml Vodka Mudshake - French Vanilla 1080 ml Captain Morgan Gold Rum 750 ml Bees Baco Noir VQA 750 ml Grand Macnish 750 ml Prince Igor Vodka (P.E.T) 750 ml Small Cask Brandy 750 ml 5 Extender De Valcourt Napoleon VSOP 750 ml Newcastle Brown Ale 500 ml Anselme La Fiole Du Pape Chateauneuf Pape Red 750 ml 10 EA Stock 84 VSOP Brandy 1140 ml Veuve Clicquot Ponsardin Rose 750 ml 20 EA Durbanville Hills Sauvignon Blanc 750 ml Chateau De Gourgazaud Ac Minervois 750 ml 4 Extender Canada Gold Whisky 750 ml Chateau Puyfromage 750 ml 5 EA Ron Carioca White 1750 ml Canadian Club 1750 ml 12 Extender Smirnoff Lime Twist Vodka 750 ml Bees Riesling VQA 750 ml Negrar Valpolicella 1500 ml Smirnoff Vodka 1750 ml Two Oceans Chardonnay 750 ml Hennessy VSOP Cognac 750 ml 25 EA Calvet Reserve Red 750 ml 5 EA Yankee Jim Ice Honey Lager 473 ml Forty Creek Barrel Select 375 ml Bouchard Pere & Fils Petit Chablis 750 ml 6 POD Bouchard Pere & Fils Macon-Lugny St-Pierre 750 ml 5 EA4B Havana Club Dry 7 Years Old 750 ml Russian Prince (P.E.T) 1140 ml Antinori Toscana Igt 750 ml 5 Marketing & Product Guide 97

99 AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs Latour Chardonnay 750 ml 8 EA 4A&4B Seagrams Five Star (P.E.T) 1750 ml Angels Gate Gewurztraminer VQA 750 ml 3 BBAM El Dorado 12 Year Old Rum 750 ml 8 Extender Chateau Des Charmes Riesling VQA 750 ml Wayne Gretzky Chardonnay Unoaked VQA 750 ml Captain Morgan Private Stock Rum 750 ml Pillitteri Unoaked Chardonnay VQA 750 ml Remy Pannier Sauvignon Blanc 750 ml 4 Extender Latour Pinot Noir 750 ml 10 EA12A Spanish Quarter Red 750 ml 4 Extender Carlsberg Beer 500 ml Tuborg Gold Beer 500 ml De Sousa Dois Amigos Vidal VQA 1500 ml Mezzomondo Sangiovese Merlot 750 ml 5 Extender Inniskillin Riesling VQA 750 ml Bacardi Gold Rum 1750 ml Prospect Winery Chard VQA The Census Count 750 ml Domaine Pinnacle Ice Cider 375 ml Lanson Rose Label Brut Rose N/V 750 ml Forty Creek Double Barrel Reserve Whisky 750 ml Canadian Club Pet 750 ml Russian Prince (P.E.T) 375 ml Angels Gate Gamay Noir VQA 750 ml Eastdell Riesling VQA 750 ml Reif Vidla VQA French Tom Shiraz 750 ml 7 EA Hpnotiq Liquor 375 ml Strongbow Cider 6 x 330 ml Smirnoff Vodka (P.E.T.) 1140 ml Girls Night Out Riesling VQA 750 ml Gibson's Finest 12 YO 375 ml J.P. Chenet Limited Release Pinot Noir 750 ml 5 EA12B Mudshake Irish Cream 1080 ml 4 Extender Trivento Tribu Syrah 750 ml Yering Station Little Yering Chardonnay 750 ml Yering Station Little Yering Cab. Shiraz Merlot 750 ml Chateau Saint-Germain 750 ml 5 EA Jp Chenet Sauvignon Blanc 750 ml 5 EA Domaine De Vedilhan Viognier 750 ml 4 98 Promotional Turn 2: French Lessons

100 AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs malbec Graffigna Grand Reserva (Pr Argentina) 750 ml Captain Morgan Long Island Iced Tea 750 ml Fazi Battaglia Verdicchio Castelli Di Jesi 1500 ml 4 Extender Jose Cuervo Especial Silver 750 ml Wente Morning Fog Chardonnay 750 ml Chateau Des Charmes Pinot Noir VQA 750 ml Cooks Brut Champagne 750 ml De Sousa Dois Amigos Baco Foch VQA 1500 ml Luxardo Amaretto Di Saschira 750 ml Robert Mondavi Woodbridge Cabernet Sauvignon 1500 ml 6 BBAM Robert Mondavi Woodbridge Sauvignon Blanc 1500 ml 6 BBAM Inniskillin Pinot Noir VQA 750 ml Canada Gold Whisky (P.E.T) 1750 ml Alpenbitter No 7(P.E.T) 375 ml Whyte & Mackay Special Reserve 750 ml Henri Mounier VS Cognac 750 ml Cono Sur Tocornal Sauvignon Blanc 1500 ml Chapoutier Cotes Du Rhone Villages 750 ml 4 EA Alberta Springs 1140 ml Amarula Cream 750 ml Pillitteri Gewurztraminer/Riesling VQA 750 ml Pillitteri Cabernet/Merlot VQA 750 ml Banff Ice Vodka 750 ml Crus & Dom. De France Chateau De Courteillac 750 ml 4 EA Pierre Sparr Gewurztraminer 750 ml 4 EA8A Ch Des Charmes St Davids Bench Sauv Blanc VQA 750 ml Vina Carmen Carmenere/Cab Sauvignon Reserve 750 ml Jose Cuervo Especial Gold Tequila 750 ml Banff Ice Vodka 1750 ml Piper Heidsieck Brut Champagne 750 ml J&F Lurton Les Fumees Blanches Sauvignon Blanc Vdp 750 ml 4 EA15, BBAM Janneau Grand Armagnac 750 ml Sandro Bottega Club Grappa 750 ml Robert Mondavi Woodbridge Chardonnay 1500 ml 6 BBAM Lejay Cassis Creme De Cassis De Dijon 200 ml Arbor Mist Exotic Fruits White Zinfandel 750 ml 4 Extender Rafale Merlot Vdp 750 ml 3 EA Obikwa Sauvignon Blanc 750 ml 5 Comm. Extender J. Bouchon Sauvignon Blanc 750 ml Kittling Ridge White Zinfandel/Vidal 750 ml 3 Extender Marketing & Product Guide 99

101 AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs Glenrothes Vintage Single Malt 750 ml Eastdell Estates Rose VQA 750 ml Veuve Clicquot Brut Champagne 750 ml 20 EA Masi Modello Delle Venezie Bianco 750 ml Smirnoff Raspberry Twist Vodka 750 ml Birchwood Gewurztraminer/Riesling VQA 750 ml Jindalee Shiraz 750 ml Angus The Bull Cabernet Sauvignon 750 ml 6 Extender Pravda Vodka 750 ml Danzka Cranberyraz Vodka 750 ml Danzka Grapefruit Vodka 750 ml Dooley's Original Toffee Cream Liquor 375 ml Grey Goose Vodka 1750 ml 30 EA Prince Igor Extreme Vodka 750 ml 7 Extender Mountain Rock Whisky 750 ml Bouchard Pere & Fils Pinot Noir Bourgogne 750 ml 5 EA 12A Cat's Pee On A Gooseberry Bush Sauvignon Blanc 750 ml Belvedere Vodka 1750 ml Eastdell Black Cab VQA 750 ml Alianca Vista Tn 750 ml 5 Extender Gray Fox Chardonnay 750 ml Robert's Rock Cabernet Sauvignon Merlot 1500 ml J.P Chenet Premier De Cuvee Merlot Cabernet 750 ml Obikwa Cabernet Sauvignon 750 ml Bouchard Aine & Fils Pinot Noir Bourgogne 750 ml 6 POD A Luze & Fils Chateau Bel Air 750 ml 4 POD Stella Artois 6 x 330 ml 4 Extender La Messagere Gluten Free Beer 6 x 341 ml Promotional Turn 2: French Lessons

102 Bundling AIR MILES Reward Miles BBAM Option LCBO# Description BAM Approved BBAM Amount Kronenbourg 6 x 330 ml Angels Gate Gewurztraminer VQA 750 ml J&F Lurton Les Fumees Blanches Sauvignon Blanc Vdp 750 ml Osborne Solaz Tempranillo Cabernet Sauvignon 750 ml Robert Mondavi Woodbridge Cabernet Sauvignon 1500 ml Robert Mondavi Woodbridge Sauvignon Blanc 1500 ml Robert Mondavi Woodbridge Chardonnay 1500 ml 6 Total BBAM Complete details about the Bundling Bonus air Miles (BBAM) support program are published on In Summary: Option 1 - Buy the two listed products at the same time and receive the BBAM Option 2 - Buy two of the same listed product and receive the BBAM Option 3 - Buy three of the same listed product and receive the BBAM Option 4 - Buy two of the three listed products and receive the BBAM 18 Marketing & Product Guide 101

103 Necktags LCBO# Description Support Programs NT Approved Eastdell Estates Pinot Grigio VQA 750 ml $0.50/bottle donation to the Ride to Conquer Cancer Alvear's Fino Montilla 750 ml Informational Ouzo ml Recipe Neck Tags Malibu By U 750 ml Extender Win a Trip to Barbados Contest Cave Spring Chardonnay VQA 750 ml Extender Recipe Campari Aperitivo 750 ml Recipe Nect Tag Fat Bastard Chardonnay Vdp 750 ml EA5 Living Large Olmeca Tequila Gold 750 ml Win a Thrilling Night Out contest Eastdell Estates Unoaked Chardonnay VQA 750 ml $0.50/bottle donation to the Ride to Conquer Cancer Eastdell Estates Pinot Noir VQA 750 ml $0.50/bottle donation to the Ride to Conquer Cancer Skyy Vodka 1140 ml Recipe Necktag 102 Promotional Turn 2: French Lessons

104 Contests LCBO # Description Support Program Contest Approved Malibu By U 750 ml Extender, Necktag Necktag-Contest : Win a Trip to Barbados Yankee Jim Genuine Draft 6 x 355 ml Standalone on-shelf: Win a trip with Yankee Jim Olmeca Tequila Gold 750 ml Necktag Necktag-Contest : Win a Thrilling Night Out Moosehead Lager 473 ml Extender Standalone on-shelf: Backyard Culinary Experience 103

105 104 Promotional Turn 2: French Lessons

106

107 The Early Summer 2010 issue of FOOD & DRINK will be distributed in stores April 28, PLEASE DO NOT DISPLAY THE ISSUE PRIOR TO THIS DATE. Features: Mouth watering recipes to start the barbecue season. The fresh flavours of five updated classic cocktails. Ultra-stylish spoonfuls of delectable hors d oeuvres. A guided tour of favourite wines from each of France s most famous regions and styles. A culinary trip through France, with outstanding regional recipes. 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 magazine equitably among all stores who request over 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Summer 2010 issue of FOOD & DRINK, which will be in stores on Wednesday, June 30th. 106 Promotional Turn 2: French Lessons

108 LCBO# Description Price MATCHMAKER MATCHES - all matches from stories 828 Folonari Valpolicella Classico $ Trius Cabernet Franc VQA $ Henry of Pelham Non-Oaked Chardonnay VQA $12.95 (VE) Cloudy Bay Sauvignon Blanc Marlborough $ Disaronno Amaretto $28.65 (VE) Lakeview Cellars Vidal Icewine VQA (200 ml) $ Kahlúa French Vanilla Liquor $ Rossi D Asiago Limoncello Snaps $ Giovello Prosecco $ Château Des Charmes Estate Aligote VQA $ King Brewery Pilsner (6 Pk) $ Creekside Sauvignon Blanc VQA $ Peeler Premium Light Cider (4 pk) $ Harbour Estates Riesling VQA $ Cesari Mara Vino di Ripasso $ Cameron s Dark 266 (6 Pk) $ Sapporo Premium Beer (650 ml) $ Hakutsuru Junmai Ginjo (300 ml) $ Kronenbourg 1664 (500 ml) $ Léon Beyer Pinot Gris $ Mouton Cadet Reserve Medoc $16.95 (VE) Château Pey La Tour, Bordeaux Supérior $ Calvados Boulard $ Domaine Pinnacle Ice Cider (375 ml) $ Jeanjean Syrah Rosé VDP $ Fat Bastard Chardonnay $ Moet & Chandon Nectar Imperial $ Veuve Clicquot Demi Sec Champagne $ Georges Duboeuf Beaujolais-Villages $12.95 (VE) La Chablisienne Chablis Vieilles Vignes $ Nederburg Sauvignon Blanc $ Dopff & Irion Crystal D Alsace Sylvaner $12.45 (VE) Malivoire Chardonnay VQA $ Domaine Chandon Brut $ Peller Estates Ice Cuvée VQA $ Grand Marnier $ Peninsula Ridge Sauvignon Blanc VQA $14.95 (VE) Anselmi San Vincenzo Veneto IGT $ Cave Spring Dry Rosé VQA $ Georges Duboeuf Beaujolais $23.45 Prices subject to change. Marketing & Product Guide 107

109 LCBO# Description Price MATCHMAKER MATCHES - all matches from stories Roland Bouchacourt Côtes De Provence Rosé $ Henry of Pelham Cuvée Catherine Brut Rosé VQA $ Palladium Grappa Chardonnay & Strawberry $ Bottega Dei Poeti Prosecco $ Southbrook Framboise (375 ml) $ Dona Antonia Ferreira Personal Reserve Port $ Krupnik Honey Liqueur $ Graham s 20 Year Old Tawny Port $ Bodegas Muga Muga Reserva Rioja $ Bees Baco Noir VQA $ Alvear s Amontillado Sherry $ Konzelmann Shiraz Barrel Aged VQA $12.95 (VE) Henri Bourgeois Les Baronnes Sancerre $ Mythos Beer (330 ml) $2.05 (VE) 1578 Flat Rock Cellars Twisted VQA $ McAuslan Apricot Wheat Ale (6 pk) $ Voga Sparkling Pinot Grigio $ Malivoire White VQA $ Sutter Home White Zinfandel $ Jackson-Triggs Methode C.C. Sparkling VQA $ Montgras Sauvignon Blanc Reserva $ Hoegaarden (6 pk) $13.95 TOUR DE FRANCE Dopff & Irion Gewurztraminer $ Léon Beyer Pinot Gris $ Pierre Sparr Riesling Extrēm $ Calvet Medoc $ Calvet Reserve des Remparts Saint-Emilion $ Mouton Cadet Blanc $ Piper-Heidsieck Brut Champagne $ Pol Roger Brut Extra Cuvée Reserve $58.55 (VE) Laurent-Perrier s Cuvée Rosé Brut $ La Vigneronnes Beaujolais Villages $ Maison Louis Jadot Bourgogne Pinot Noir $19.95 (V) Côte Challonaise Montagny $ Baron Philippe de Rothschild Viognier VDP $ Jeanjean Syrah Rosé $ J.P. Chenet Premier de Cuvée Merlot Cabernet $ Château de Gourgazaud Minervois $ Calvados Boulard $48.45 Prices subject to change. 108 Promotional Turn 2: French Lessons

110 LCBO# Description Price WINE: BON APERITIFS 9779 Martini Sweet White Vermouth (1 L) $ Noilly Prat (1 L) $ Dubonnet $10.95 (V) Lillet Blanc $ P. Hubert s Pineau des Charentes Reynac $ Pernod $ Ricard Pastis $25.95 SPIRITS: RAISING THE BAR Malibu Mango Rum $ Smirnoff Blueberry Twist Vodka $ Alize Red Passion $ Pimm s $ Amarula $ Mill Street Organic Lager (6 pk) $ Wellington County Dark Ale (473 ml) $ Peroni Nastro Azzuro (6 pk) $ Duvel (330 ml) $ Steam Whistle (500 ml) $ Pilsner Urquell (500 ml) $ Creekside Estate Pinot Grigio VQA $14.95 (VE) Santa Margherita $ Mission Hill Five Vineyards Pinot Noir $ Duboeuf Beaujolais Brouilly $ Hpnotiq $40.00 GLOBETROTTING Les Haute de Janeil Syrah Grenache $ Burnett s Sweet Tea Flavored Vodka $ Weihenstephaner Hefe Weissbier (500 ml) $3.10 (VE) Kim Crawford Sauvignon Blanc $18.95 (VE) Torres Gran Coronas Cabernet Sauvignon Reserva $ Svedka Vodka $ Jack Daniel s Tennessee Whiskey and Cola (473 ml) $ Vice Vodka Icewine Martini $ Montes Classic Series Sauvignon Blanc $12.95 Prices subject to change. Marketing & Product Guide 109

111 LCBO# Description Price PERFECT PAIR Louis Latour Chardonnay $15.95 MATCHMAKER: PIECES DE RESISTANCE (V) Château d Aqueria Tavel Rosé $ Lanson Rose Label Brut Rosé $ Bouchard Père & Fils Gamay Mâcon Villages $ Chateau Bonnet Entre-Deux-Mers $ Lurton Les Fumées Blanches Sauvignon Blanc VDP $11.95 (VE) Henri Bourgeois Les Baronnes Sancerre $ Guigal Côtes du Rhône $15.00 (V) Le Gravillas Sablet $17.95 (VE) Chanson Père & Fils Bourgogne Pinot Noir $19.95 WHAT TO DRINK Sweet Carolina Sweet Tea Raspberry Vodka $ Hound Dog Sweet Tea Peach Vodka $24.95 Prices subject to change. 110 Promotional Turn 2: French Lessons

112 D isplay Table M erchandising G uidelines

113 Merchandising Display Tables Program Overview The display guidelines contained in this booklet provide direction on merchandising Nesting and Promo Tables effectively for each Promotional Turn. Nesting and Promo Table displays provide additional opportunities for incremental sales and are major components of the store environment and shopping experience. Participating Stores* 1, 15, 21, 22, 31, 35, 38, 40, 57, 115, 149, 164, 171, 185, 187, 191, 198, 200, 212, 226, 243, 252, 253, 265, 329, 334, 340, 346, 355, 360, 361, 367, 371, 373, 378, 388, 390, 393, 412, 416, 417, 432, 438, 445, 452, 495, 522, 523, 525, 536, 542, 544, 545, 555, 556, 573, 575, 579, 590, 601, 617, 623, 624, 631, 632 *Not all stores participate in all programs. Visual Merchandising Team If you have any questions, please contact your store s Regional Visual Merchandiser or Julia Coates at Promotional Turn 2: French Lessons

114 Merchandising Display Table Guidelines Display Table Themes The new Nesting Table Map on page 81 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. Example of Nesting Table Marketing & Product Guide 113

115 Merchandising Display Table Guidelines Product Placement Continued Avoid spreading products over the entire table. Too many facings of the same product will make the display seem cluttered, dulling the impact of the products being promoted. By following the basic principle of like product with like product, you will accomplish a themed, fully stocked and customer-friendly fixture. Remember to consider the colour, size and type when building your display. Placing complementary colours next to each other also enhances the look of the display. Items on the Display Tables should not compete with each other. Nesting Table Baskets All nesting tables must have a basket on each corner of the table. Select one product to merchandise in each basket complementing 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. Market Place Fixture Participating Stores Store 329 only Please use this premium selling space to highlight products that are from the French Lessons promotion. These products may be chosen at your discretion, but be sure to feature themed products on these fixtures. Please choose 12 to 24 brands per fixture. 114 Promotional Turn 2: French Lessons

116 Themes and Pro duc t Selec tions

117 Nesting Table Fixtures Product Theme Location French Lessons Nesting Table Theme go Local French Lessons (2) VINTAGES VINTAGES Essentials Store # 1 N1 10 N1x2 N2 N3 2 x V 15 N1 21 V 22 N1 31 V 35 N1 38 N1 N2 40 N1 57 N1 115 N1 N2 V 149 N1 N2 N2 164 N1 171 N1 185 N1 187 N1 N2 V 198 N1 200 N1 212 N1 226 N1 V 249 N1 252 V N1 334 N1 N2 N3 340 N1 344 V 346 N1 N2 N3 355 N1x2 N2 N3 V 360 N1 V 361 N1 367 N1 N2 V 371 V 373 V 378 N1 N2 388 N1 390 N1 393 N1 412 N1 N2 416 N1 V French Lessons Nesting Table Theme go Local French Lessons (2) VINTAGES Store # 417 N1 432 V 438 N1 445 N1 N2 N3 V 495 N1 V 511 N1 522 N1 523 N1x2 N2 N3 525 N1 V 536 N1 542 N1 544 V 545 N1 555 N1 556 N1 V 573 N1 575 N1 579 N1 590 N1 N2 601 N1 617 N1 619 N1 623 N1 624 N1 631 N1 N2 632 N1 703 N1 771 V VINTAGES Essentials Refer to Store Floor Plan for table location. Stores will receive a sign for specific themes. It is the Manager s discretion to choose which themed tables to build. Choose twelve to sixteen products from the Promo Table themes. 116 Promotional Turn 2: French Lessons

118 Nesting Table Map Q 3 Facings 3 Facings 3 Facings 3 Facings 3 Facings Basket 1 Case R Basket 1 Case H I J K L 3 Facings 3 Facings 3 Facings 3 Facings 3 Facings H I J K L 3 Facings G 3 Facings G SOFT DRESSING SIGNAGE 3 Facings F 3 Facings F E D C B A 3 Facings 3 Facings 3 Facings 3 Facings 3 Facings Basket 1 Case P E D C B A M 3 Facings M 3 Facings N 3 Facings N 3 Facings Basket 1 Case O 3 Facings 3 Facings 3 Facings 3 Facings 3 Facings FRONT OF STORE Marketing & Product Guide 117

119 Nesting Table Theme: N1 & N4 French Lessons A Nesting Table with with a selection of wines from various regions of France There should be different products ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered. Each basket will hold 1 case of 1000 ml/1500 ml product or 2 cases of 750 ml product. Cross merchandise existing Year Round bottle boxes on the table. Location LCBO# Description Format A 943 Mouton Cadet Rouge 750 ml B Calvet Chateau St Germain 750 ml C Chateau Timberlay 750 ml D La Vieille Ferme Cotes Du Ventoux 750 ml E Dauphins Cotes Du Rhone Prestige 750 ml F Chapoutier Cotes Du Rhone Villages 750 ml G Yvon Mau Merlot Vdp 1500 ml H Fat Bastard Merlot Vdp 750 ml I Philippe De Rothschild Cabernet Sauvignon Vdp 750 ml J Philippe De Rothschild Chardonnay Vdp 750 ml K Latour Chardonnay 750 ml L Bouchard Pere & Fils Macon-Lugny St-Pierre 750 ml M Georges Duboeuf Macon-Villages 750 ml N Chateau Puyfromage 750 ml Baskets O Calvet Reserve Red 1000 ml P Dopff & Irion Gewurztraminer 1500 ml Q Philippe De Rothschild Sauvignon Blanc Vdp 750 ml R Georges Duboeuf Beaujolais 750 ml PLEASE NOTE: The Nesting Table Map on page 117 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. 118 Promotional Turn 2: French Lessons

120 Nesting Table Theme: N2 golocal Nesting Table with a Selection of go Local Ontario VQA There should be different products ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered Each basket will hold 1 case of 1000 ml/1500 ml product or 2 cases of 750 ml product. Front of Table If you like Bordeaux, then try... Location LCBO# Description Format A Jackson-Triggs Prop Rsv Meritage VQA 750 ml B Hillebrand Artist Series Meritage VQA 750 ml C Wayne Gretzky Merlot VQA 750 ml D Strewn Cabernet Franc/Cabernet Sauvignon VQA 750 ml E Trius Cabernet Sauvignon VQA 750 ml F Pillitteri Cabernet/Merlot VQA 750 ml G Peninsula Ridge Cabernet VQA 750 ml Baskets O Creekside Sauvignon Blanc VQA 750 ml P Ch Des Charmes St Davids Bench Sauv Blanc VQA 750 ml Recommended Alternate Products Stonechurch Sauvignon Blanc Vqa 750 ml Diva Semillon/Sauvignon Blanc 750 ml Back of Table If you like Burgundy, then try... H Cave Spring Chardonnay VQA 750 ml I Chateau Des Charmes Estate Chardonnay VQA 750 ml J Coyotes Run Unoaked Chardonnay VQA 750 ml K 1818 Angels Gate Chardonnay VQA 750 ml L Kacaba Vineyards Unoaked Chardonnay VQA 750 ml M Pelee Island Pinot Noir Reserve VQA 750 ml N Henry of Pelham Pinot Noir VQA 750 ml Baskets Q Equifera Pinot Noir VQA 750 ml R Inniskillin Pinot Noir VQA 750 ml Recommended Alternate Products Eastdell Estates Pinot Noir VQA 750 ml Stoney Ridge Warren Classic Pinot Noir VQA 750 ml Marketing & Product Guide 119

121 Nesting Table Theme: N3 French Lessons (2) A Nesting Table with with a selection of wines from various regions of France There should be different products ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered Each basket will hold 1 case of 1000 ml/1500 ml product or 2 cases of 750 ml product. Cross merchandise existing Year Round bottle boxes on the table. Location LCBO# Description Format A Crus & Dom. De France Chateau De Courteillac 750 ml B Calvet Saint Emilion 750 ml C Pierre Sparr Gewurztraminer 750 ml D Anselme La Fiole Du Pape Chateauneuf Pape Red 750 ml E Mommessin Chateauneuf-Du-Pape 750 ml F Fat Bastard Shiraz Vdp 750 ml G Yvon Mau Shiraz Vdp 750 ml H JP Chenet Pinot Noir 750 ml I Catalans Rafale Merlot Vdp 750 ml J Just Cabernet Sauvignon 750 ml K Latour Pinot Noir 750 ml L Bouchard Pere & Fils Pinot Noir Bourgogne 750 ml M Bouchard Pere & Fils Petit Chablis 750 ml N A. Lurton Chateau Bonnet 750 ml O A Luze & Fils Chateau Bel Air 750 ml P Domaine Bassac Organic Cabernet Sauvignon 750 ml Q Domaine de Vedilhan Viognier 750 ml R Bouchard Aine & Fils Pinot Noir Bourgogne 750 ml PLEASE NOTE: The new Nesting Table Map on page 117 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. 120 Promotional Turn 2: French Lessons

122 Nesting Table Theme Vintages May 1 st Release Nesting Table of Vintages Wines There should be different products ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered Each basket will hold 1 case of 1000 ml/1500 ml product or 2 cases of 750 ml product. Location LCBO# Description Format A Zinfandel Sonoma (Seghesio Winery) 750 ml B (V) Gladiator Primitivo Di Manduria (Invinovin 750 ml C Chardonnay Opou Vyd Gisborne( Millton Vyd) 750 ml D Tradizione Nonno Primitivo Mand (Savese) 750 ml E Zinfandel Zig Zag (Chat Ste Michelle) 750 ml F Truchard Zinfandel Carneros Napa Valley 750 ml G Zinfandel Edmeades Mendocino Cnty (Jackson) 750 ml H Leaping Lizard Zinfadel, Sonoma Appelation 750 ml I Zinfandel Sonoma County (Sebastiani Vnyrd) 750 ml J Sauvignon Blanc Marlborough (Greywacke Vin 750 ml K Ancient Vines Zinfandel (Cline Cellars) 750 ml L Zinfandel Old Vine (Ironstone Vineyard) 750 ml M Lake Chalice Marlborough Pinot Noir 750 ml N Pinot Noir Marlborough (Framingham) 750 ml O Chardonnay (Closson Chase Vineyards Inc.) 750 ml P Mount Nelson Sauvignon Blanc ml Q Primitivo Di Manduria (Giordano) 750 ml R Valpolicella Classico Ripasso DOC Campedel (Gamba-Gnirega) 750 ml Recommended Alternate Products Sauv Blanc Kapuka Marlborough (Wither Hill) 750 ml Pinot Gris Momo - Marlborough (Seresin Est) 750 ml Te Kahu Craggy Range Hawkes Bay (Kobrand) 750 ml Wild Rock Gravel Pit Red Hawkes Bay (Kobra) 750 ml Marketing & Product Guide 121

123 Nesting Table Theme Vintages May 15 th Release Nesting Table of Vintages Wines There should be different products ordered for the table & basket set up. To merchandise the table properly, 2-3 cases of each product shown should be ordered Each basket will hold 1 case of 1000 ml/1500 ml product or 2 cases of 750 ml product. Location LCBO# Description Format A Tavel Rose (Chateau D'Aqueria) 750 ml B Rose Rioja (Bodegas Muga) 750 ml C (V) Rose Menage A Trois Folie A Deux (Sutter) 750 ml D Cab Rose Demeter Certified Bd (Southbrook) 750 ml E Rose C De Provence (La Tour De L'Eveque) 750 ml F Rully Clos Des Mollepierres (Roux Pere & F 750 ml G Chablis Clos de Chateau de Fleys Monopole 750 ml H Cremant Bourgogne Res (Bailly Lapierre) 750 ml I Chardonnay Reserve Cakebread(Kobrand Corp) 750 ml J Chardonnay Chalk Hill Ca (Rodney Strong) 750 ml K Chardonnay Diamond Collection (Coppola) 750 ml L Chardonnay Lander Jenkins (Rutherfod Wine 750 ml M Chardonnay Glass Mountain (Terlato Wines) 750 ml N Chardonnay Arroyo Vyd Series (J. Lohr Wine 750 ml O Merlot Grand Reserve Jackson-Triggs(Vincor) 750 ml P Merlot Reserve Rutherford (Stonehedge Wine 750 ml Q Valpolicella Classico (Brigaldara) 750 ml R Louis Jadot Beaujolais-Villages Combe Aux Jacques 750 ml Recommended Alternate Products Rose C De Provence (La Tour De L'Eveque) 750 ml (V) Rose Ladybug (Malivoire Wine Co.) 750 ml Cotes De Rhone Res. Rose (Perrin) 750 ml 1149 Bourgogne Signature Pinot Noir 750 ml 122 Promotional Turn 2: French Lessons

124 Promo Table Fixtures Product Theme Location Promo Table Themes Quintessentially Store # Rosé Wines French Wines Chicken Coup What s Fresh for Dinner 10 P x P1 2 x P2 P3 P4 22 P1 P2 57 P1 115 P1 P2 P3 187 P1 P2 P3 P4 252 P1 P2 P3 P4 253 P1 P2 P3 265 P1 334 P1 P2 P3 P4 346 P1 P2 P3 P4 355 P1 378 P1 P2 P3 P4 412 P1 445 P1 P2 P3 P4 523 P1 545 P1 590 P1 P2 P3 P4 617 P1 619 P1 P2 P3 624 P1 P2 P3 P4 631 P1 P2 P3 632 P1 P2 P3 P4 703 P1 P2 Refer to Store Floor Plan for table location. Stores will receive a sign for specific themes. It is the Manager s discretion to choose which themed tables to build. Choose twelve to sixteen products from the Promo Table themes. Marketing & Product Guide 123

125 Promo Table Themes Promotional Table Location Map G 3 Facings H 3 Facings A 3 Facings F 3 Facings SIGNAGE B 3 Facings FRONT OF STORE E 3 Facings D 3 Facings C 3 Facings The new Promo Table Map is used for all of the Table Layouts. The products have been selected by Category Management and arranged by Visual Merchandising according to the likewith-like and colour/size/type principles to accomplish a balanced, easy-to-shop display. There should be 6-8 different products ordered for the table set up. To merchandise the table properly, 2-3 cases of each product should be ordered, allowing for 3-8 facings of each product. 124 Promotional Turn 2: French Lessons

126 Promo Table Themes P1: Summer Rosé Phase 1 Wines Merchandise two or three cases of six to eight products of the following participating products. Cross merchandise existing Year Round bottle boxes on the table. There are two Promo Table Signs for the table in the signage package. The first sign has an Easter message, please display this version until April 6. The second sign is a Spring message, please display this version from April 6 to May 2, A Mother s Day Sign will be shipped to stores to be installed on May 2, KEEP THE SPRING SIGN to reinstall after May 10. The Spring sign will then stay on the table until May 20. The products on the table do not change and remain in place for both P1 & P2, only the signs change. Location LCBO# Description Format A Fuzion Shiraz Rosé 750 ml B Two Oceans Shiraz Rosé 750 ml C Ogio Primitivo Rosé 750 ml D The Beach House Rosé 750 ml E Angel s Gate Rosé VQA 750 ml F Chivite Gran Feudo Rosé 750 ml G Voga Rosa 750 ml H Sibling Rivalry Pink VQA 750 ml P2: Quintessentially French Wines (Pieces de Resistance) Spring version Installed: April 6/10 Takedown & Store: May 2/10 ReInstall: May 10/10 Takedown & Recycle: May 22 Mother s Day version Install: May 2/10 Takedown: May 10/10 Merchandise two or three cases of six to eight products of the following participating products. Cross merchandise existing Year Round bottle boxes on the table. Location LCBO# Description Format A Henri Bourgeois Les Baronnes Sancerre 750 ml B Chateau Bonnet Entre-Deux-Mers 750 ml C Les Fumees Blanches Sauvignon Blanc VDP 750 ml D Guigal Cotes Du Rhone 750 ml E Chanson Pere & Fils Bourgogne Pinot Noir 750 ml F Chateau D'Aqueria Tavel Rose 750 ml G Lanson Rose Label Brut Rose 750 ml H Bouchard Pere & Fils Gamay Macon Villages 750 ml Recommended Alternate Products Le Gravillas Sablet 750 ml Marketing & Product Guide 125