Period 12: Simple Solutions Marketing & Product Guide FEBRUARY January 28, 2018 February 24, J ANUARY 10 WINTER 19 FAMILY DAY 20

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1 30 WEDNESDAY 31 THURSDAY 1 FLYER WEEK 1 (p.28) 3 VINTAGES RELEASE WINE WED # VALENTINE S DAY MLSE BLOCK PILE START DATE DOW WEEK 2 # FAMILY DAY SUPER SALE START DATE WINTER OLYMPICS O nl OLYMPICS BLOCK PILE START DATE SUPER BOWL BLOCK PILE END DATE 11 SATURDAY DOW WEEK 1 # SUPER BOWL 2 MORE FOOD & DRINK AVAILABLE SUPER BOWL BLOCK PILE START DATE 4 FRIDAY y START OF PERIOD TUESDAY op 28 J ANUARY MONDAY y SUNDAY Simple Solutions FEBRUARY 2018 VINTAGES RELEASE FLYER WEEK 3 (p.30) DOW WEEK 4 # FAMILY DAY SUPER SALE END DATE 25 START OF PERIOD BAM END DATE 26 LTO END DATE END OF PERIOD 12 OLYMPICS BLOCK PILE END DATE e WINE WED # ad 21 Tr 19 FAMILY DAY 20 PT12: January 28, 2018 February 24, C DOW WEEK 3 # 5959 Period 12: Simple Solutions Marketing & Product Guide January 28, 2018 February 24, 2018

2 Questions? HelloLCBO Contact Centre: (or dial #5226 on cell phones) or ACSSS Store Support: or Often, during our regular visits, we can t help but to notice how great many stores look. So, in recognition of your effort and dedication, a store will be featured in these pages every period. -The Marketing Communications Team op y O nl y What s happening in PT12 C It s cold in Ontario, and people are still a little sluggish. But, with a lot of occasions and get-togethers this period, LCBO can help people get out and have fun, without blowing their budgets. That s why this period s theme is called Simple Solutions. ad e With Valentine s Day, Family Day, Super Bowl and Winter Olympics this period, customers will be looking for simple and perfect solutions for easy gatherings. That s why we ve created simple food pairing guides, weekend hosting solutions, easy-to-make cocktails, and simple suggestions to host fun game nights or have a no-fuss dinner for two. Tr As experts in our industry, we can help customers like no other retailer can. Using this guide as a start, let s work together to ensure every customer has the right solution for their PT12 occasion! Kudos to everyone at Store #906 (Holiday Pop-up Store) for creating engaging and inviting shopping experiences! Produced by Marketing Communications team. If you have any feedback or idea about this guide, please us at IMAGEbooks@lcbo.com Nesting Table Program Guide Beginning this period, Nesting Table information will be included in the Nesting Table Program Guide that will be sent to participating stores. This guide is printed on 100% recycled paper by the LCBO s Print Digital Copy Centre

3 My Store # Period 12 Marketing & Product Guide Participating DONE Super Bowl Block Pile 3 Olympics Block Pile 5 Maple Leafs Sports Entertainment Block Pile Family Day Long Weekend Block Pile (One Week Only) Gifting (Valentine's Day Kit) 11 Signage Gallery 13 On Shelf 27 French Languages Service Act (FLSA) 30 Advertising & Online Exclusive Offers 31 Deal of the Week 43 More Food & Drink 49 Food & Drink Table 51 The Cold Room Spirits Display Participating DONE Special Promotions Fixture 59 Mini Thematic 63 Front End Merchandiser 67 Spirited Pick 71 Seasonal & New Product Fixture 73 Social Responsibility 77 Shopping Cart Sign 83 Bonus AIR MILES reward miles 85 Wine Fridge 87 Ontario Wine Programs 89 Beer Programs 101 Vintages 109 Vintages Essentials On Offer 113 Sold Space Program 115

4 Simple Solutions Notes 2 Period 12

5 NEW Super Bowl Block Pile Key Dates Install: January 28, 2018 Take Down: February 5, 2018 Participating Stores 1, 10, 15, 21, 22, 23, 27, 31, 33, 34, 35, 36, 38, 41, 44, 47, 49, 55, 58, 63, 70, 72, 73, 74, 82, 85, 93, 95, 101, 106, 115, 130, 132, 145, 148, 153, 156, 160, 166, 168, 171, 183, 187, 188, 190, 195, 198, 199, 200, 201, 209, 212, 217, 221, 226, 227, 228, 233, 242, 243, 249, 250, 252, 253, 255, 263, 265, 268, 278, 279, 286, 288, 298, 300, 310, 312, 325, 326, 329, 334, 343, 344, 346, 351, 355, 359, 360, 361, 362, 367, 373, 378, 381, 382, 383, 385, 386, 388, 390, 392, 393, 394, 397, 398, 400, 401, 404, 407, 408, 411, 412, 416, 417, 418, 427, 428, 431, 432, 438, 443, 444, 445, 452, 459, 470, 481, 485, 490, 491, 495, 497, 499, 501, 509, 511, 517, 518, 522, 523, 536, 539, 540, 542, 544, 545, 549, 553, 554, 556, 564, 566, 568, 569, 572, 573, 575, 579, 584, 586, 587, 590, 593, 599, 602, 605, 609, 616, 617, 619, 623, 624, 630, 631, 632, 634, 635, 641, 642, 649, 652, 694, 702, 703, 706, 771, 776 Marketing & Product Guide 3

6 Super Bowl Block Pile Simple Solutions Overview Select stores will create a Block Pile display featuring Labatt products to celebrate the 2018 Super Bowl. The Block Pile will highlight supplier products (Bud Light, Budwiser and Michelob Ultra). There will be a $1 off LTO for the Bud Light shrink wrap. This is a supplier-funded program and participation is mandatory. Participating Products LCBO# Description Format Offer Bud Light 6 x 473 ml $1.00 LTO 1107 Bud Light 473 ml Budweiser 6 x 473 ml Budweiser 473 ml Michelob Ultra 6 x 473 ml Signage Signage kit reorder# DMS-18P12-DP3 Pole Topper Riser Wrap Pricer Cards Shelf Talkers Merchandising Instructions Please order the required products as they will not be force shipped. Use the pole topper sign and riser wrap to build a block pile display (near the front of the store) with the participating products. Merchandise the pricer cards in front of the corresponding products. 4 Period 12 Block Pile Display Example

7 NEW Olympics Block Pile Key Dates Install: February 5, 2018 Take Down: February 24, 2018 Participating Stores 1, 10, 15, 21, 22, 23, 27, 31, 33, 34, 35, 36, 38, 41, 44, 47, 49, 55, 58, 63, 70, 72, 73, 74, 82, 85, 93, 95, 101, 106, 115, 130, 132, 145, 148, 153, 156, 160, 166, 168, 171, 183, 187, 188, 190, 195, 198, 199, 200, 201, 209, 212, 217, 221, 226, 227, 228, 233, 242, 243, 249, 250, 252, 253, 255, 263, 265, 268, 278, 279, 286, 288, 298, 300, 310, 312, 325, 326, 329, 334, 343, 344, 346, 351, 355, 359, 360, 361, 362, 367, 373, 378, 381, 382, 383, 385, 386, 388, 390, 392, 393, 394, 397, 398, 400, 401, 404, 407, 408, 411, 412, 416, 417, 418, 427, 428, 431, 432, 438, 443, 444, 445, 452, 459, 470, 481, 485, 490, 491, 495, 497, 499, 501, 509, 511, 517, 518, 522, 523, 536, 539, 540, 542, 544, 545, 549, 553, 554, 556, 564, 566, 568, 569, 572, 573, 575, 579, 584, 586, 587, 590, 593, 599, 602, 605, 609, 616, 617, 619, 623, 624, 630, 631, 632, 634, 635, 641, 642, 649, 652, 694, 702, 703, 706, 771, 776 Marketing & Product Guide 5

8 Olympics Block Pile Simple Solutions Overview Select stores will create a Block Pile display featuring Molson products to celebrate the 2018 Winter Olympic Games. The Block Pile will highlight the Molson Victory Bottle, as well as the Molson 6-pack with the Canadian Flag blanket value add. This is a supplier-funded program and participation is mandatory. Participating Products LCBO# Description Format Offer Molson Victory Bottle 625 ml Limited edition packaging Molson 6 x 341 ml Canadian Flag blanket value add Signage Signage kit reorder# DMS-18P12-DP5 Pole Topper Riser Wrap Pricer Cards Merchandising Instructions Please order the required products as they will not be force shipped. Use the pole topper sign and riser wrap to build a block pile display (near the front of the store) with the participating products. Merchandise the pricer cards in front of the corresponding products. 6 Period 12 Block Pile Display Example

9 NEW Maple Leaf Sports Entertainment (MLSE) Block Pile Key Dates Install: February 12, 2018 Take Down: March 31, 2018 Participating Stores 1, 10, 15, 21, 23, 101, 145, 148, 156, 168, 171, 183, 188, 195, 198, 201, 209, 217, 221, 226, 228, 233, 242, 249, 250, 252, 253, 263, 265, 279, 298, 329, 334, 346, 355, 360, 361, 362, 378, 383, 385, 386, 390, 392, 397, 398, 401, 404, 408, 416, 428, 432, 444, 445, 452, 470, 481, 497, 511, 522, 523, 536, 542, 545, 554, 564, 566, 568, 572, 573, 584, 586, 587, 590, 619, 623, 630, 631, 632, 635, 641, 642, 703, 771, 776 Marketing & Product Guide 7

10 Maple Leaf Sports Entertainment Block Pile Simple Solutions Overview The Maple Leaf Sports Entertainment Blockpile (MLSE) promotes Diageo brands that are current sponsors of the Toronto Maple Leafs and Toronto Raptors and supports the occasion of game day/night entertaining. These will be merchandised on a riser with pole topper and pricer cards with a Blockpile in the stores discretionary space which could be near the power aisle or upfront/in back of the store. The program will run from February 12 February 25 in P12, and the duration of P13. Stores will be shipped pricer cards for P13 to support the updated products for the blockpile. Participation is mandatory as this is a sold program. Participating Products LCBO# Description Format Offer 67 Smirnoff Vodka 750 ml $1.00 LTO Smirnoff Vodka 1140 ml Captain Morgan Spiced Rum 750 ml Captain Morgan Spiced Rum 1140 ml 1487 Crown Royal Whisky 750 ml $1.50 LTO Crown Royal Whisky 1140 ml Signage Signage kit reorder# DMS-18P12-DP1 Pole Topper Riser Wrap Pricer Cards Merchandising Instructions Please order the required products as they will not be force shipped. Use the pole topper sign and riser wrap to build a block pile display (near the front of the store) with the participating products. Merchandise the pricer cards in front of the corresponding products. 8 Period 12 Block Pile Display Example

11 NEW Family Day Long Weekend Super Sale (One Week Only) Participating Stores - All Stores Key Dates Install: February 15, 2018 Take Down: February 22, 2018 Marketing & Product Guide 9

12 Family Day Long Weekend Super Sale Simple Solutions During Family Day long weekend (February 15 to 21), we are offering our customers some big savings. Stores are recommended to order additional stock of participating products. Merchandising Instructions Please order the required products as they will not be force shipped. Use the cut-case backer card and riser wrap to build a display (near the front of the store) with the participating products. Merchandise the pricer cards in front of the corresponding products. Family Day Super Sale - Display 1 Participating Products Signage LCBO# Description Format Offer Bowmore 12 Year Old Islay Single Malt 750 ml $7.00 LTO 1925 Courvoisier VS 750 ml $8.00 LTO Ketel One Vodka 1140 ml $4.00 LTO Smirnoff Ice Caesar 4 x 330 ml $2.00 LTO Family Day Super Sale - Display 2 (Case-Savings) Participating Products LCBO# Description Format Offer Folonari Valpolicella Ripasso Class Sup DOC 750 ml $4.00 LTO Jacob's Creek Double Barrel Shiraz 750 ml $5.00 LTO Pelee Island Lola Blush Sparkling VQA 750 ml $2.00 LTO Regular Kit (all Stores) DMS-18P12-DP2 Case Savings Kit (Case Savings stores only) DMS-18P12-DP3 Mini backer card Riser Wrap Pricer Cards Shelf Talkers 10 Period 12 Cut-case display (Case Savings) EXAMPLE

13 Gifting Valentine's Day Merchandising Tool Kit All stores participating in the Sold End Aisle program will receive one Valentine's Day Merchandising Kit. Stores wishing to participate in this program may order the kits from hellolcbo using re-order code 18P12-GFT5. Each kit contains: Backer Card (x1) Mini Backer Cards (x2) (1 of each version) Blank Pricer Cards (x4) Riser Wrap (x4) Bottle Neck Tags (x4) (25 of each version) Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Mini Backer Card Option A Mini Backer Card Option B Backer Card Generic Pricer Card Riser Wrap Bottle Neck Tags Marketing & Product Guide 11

14 Gifting Valentine's Day Merchandising Tool Kit Simple Solutions Merchandising Instructions Mini Backer Card Please set up cut case display(s) using the provided signage. Merchandise Bottle Neck Tags on participating products on display. Sign with generic pricer card Backer Card Please select a discretionary end to merchandise your Valentine's Day products. On Shelf Merchandise Bottle Neck Tags on participating products on shelf. 12 Period 12

15 PT12 "Simple Solutions" Signage Gallery All Seasonal Signage components are available for re-order using their corresponding re-order numbers. If a sign component is missing or damaged, please call or toll and quote the re-order number provided in this guide. Please have a copy of this Marketing & Product Guide on hand for reference. Thank you. Music CD Re-order# DMS-MusicCD We would like to hear your comments about this Period s music. Please provide your feedback to hellolcbo. Marketing & Product Guide 13

16 Signage Gallery Simple Solutions SIGNAGE PERIOD 12 Exterior Banners Dimensions: 43½ w x 90 h Install: Exterior on building. Re-order# 18W12-EB1 English Re-order# 18W12-EB2 Image Re-order# 18W12-EB3 Image Re-order# 18W12-EB4 French 14 Period 12

17 Simple Solutions Signage Gallery Exterior Transparency Dimensions: 28 w x 45 h Install: Only for stores #452, #538, #568. All transparency signs are vendor installed between January 29 - February 2. Re-order# 18W12-TV13 English Re-order# 18W12-TV14 Image Re-order# 18W12-TV15 Image SIGNAGE PERIOD 12 Marketing & Product Guide 15

18 Signage Gallery Simple Solutions SIGNAGE PERIOD 12 Power Aisle Banners Dimensions: 45 w x 33 h Install: Over the Power Aisle, closest to the entrance in the following order. Re-order# 18W12-PA1 English (Front & Back) Re-order# 18W12-PA2 Image (Front) (Back) Re-order# 18W12-PA3 French (Front & Back) 16 Period 12

19 Simple Solutions Signage Gallery Perimeter Banner Dimensions: 30 w x 33 h Install: On the hangers around the periphery of the store. Alternate every other one. Re-order# 18W12-PM1 English (Front & Back) Re-order# 18W12-PM2 English (Front) (Back) Re-order# 18W12-PM3 French (Front & Back) SIGNAGE PERIOD 12 Marketing & Product Guide 17

20 Signage Gallery Simple Solutions SIGNAGE PERIOD 12 Perimeter Transparency Square Dimensions: 28 ½ w x 28 ½ h Install: All transparency signs are vendor installed between January 29 - February 2. Re-order# 18W12-TS1 English Re-order# 18W12-TS2 Image Re-order# 18W12-TS3 French 18 Period 12

21 Simple Solutions Signage Gallery Perimeter Transparency Horizontal Dimensions: 45 w x 28 h Install: All transparency signs are vendor installed betweenjanuary 29 - February 2. Re-order# 18W12-TH4 English Re-order#18W12-TH5 Image Re-order# 18W12-TH6 Image SIGNAGE PERIOD 12 Marketing & Product Guide 19

22 Signage Gallery Simple Solutions SIGNAGE PERIOD 12 Perimeter Transparency Vertical Dimensions: 28 w x 54 h Install: All transparency signs are vendor installed between January 29 - February 2. Re-order#18W12-TV10 English Re-order# 18W12-TV11 Image Re-order# 18W12-TV12 Image 20 Period 12

23 Simple Solutions Signage Gallery Window Show Cards Dimensions: 28 w x 45 h Install: In the windows on the hanger. Re-order# 18W12-WS1 English (Front) (Back) Re-order# 18W12-WS2 French (Front + Back) SIGNAGE PERIOD 12 Marketing & Product Guide 21

24 Signage Gallery Simple Solutions SIGNAGE PERIOD 12 Back Lit Tasting Bar Sign Dimensions: / 16 w x 32 9 / 16 h Install: In the frame on the portable Tasting Bar. Some stores were supplied a backlit sign holder. Re-order# 18W12-TB1 Image Seasonal Banner Insert Dimensions: 20 w x 70 h Install: In the Thematic Banner Stand (store entrance). Re-order# 18W12-SB1 English Beer Fridge Poster Dimensions: 22 ¾ w x 53 ¾ h NOTE: This sign is for Store 486 Beer Fridge ONLY. Re-order# DMS-18W12-BF1 English 22 Period 12

25 Promotional Signage Gallery Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Participating Stores - All Stores Marketing & Product Guide 23

26 Promotional Signage End Aisle #1 Simple Solutions END AISLES #1 End Aisle #1 Beer To drive Beer and cider sales, End Aisle #1 is now dedicated to promote Beer and cider products. Stores are required to merchandise all participating products. Participating Products LCBO# Description Format Miller Genuine Draft 6 x 355 ml Molson Canadian 6 x 473 ml Coors Light 6 x 473 ml Budweiser 6 x 473 ml Mill St Organic Lager 6 x 473 ml Michelob Ultra 6 x 473 ml Sleeman Original Draught 6 x 473 ml Steam Whistle 6 x 473 ml Bud Light 6 x 473 ml End Aisle 1 Backer Card Re-order# 18P12-BC1 End Aisle #1 Backer Card 24 Period 12

27 Simple Solutions Promotional Signage End Aisle Backer Cards End Aisles: 2 to 10 End Aisle 2-10 Products End Aisle Product 2 Ciroc Original Unflavoured 750 ml / Ciroc Pineapple Spirit Drink 750 ml / Ciroc Apple 750 ml 3 Bushmills Irish Whiskey 750 ml / Bushmills Black Bush 750 ml / Bushmills Red Bush Whiskey 750 ml 4 Baileys Irish Cream 750 ml / 1750 ml / Baileys Irish Cream Liquor 1140 ml 5 Canadian Club Premium 750 ml / Canadian Club Classic 12 Year Old 1140 ml / Canadian Club 100% Rye 1140 ml 6 Smirnoff Vodka 750 ml / Smirnoff Vodka (P.E.T) 750 ml / Smirnoff Raspberry Flavoured Vodka 750 ml 7 Fireball Whisky Shooter 375 ml / 1140 ml / Fireball Cinnamon Whisky 1750 ml 8 J.P. Wiser's Vanilla Whisky 750 ml / J.P. Wiser's Apple Whisky 750 ml / J.P. Wiser's Triple Barrel Rye Canadian Whisky 750 ml 9 Captain Morgan Black Spiced Rum 750 ml / Captain Morgan Original Spiced Rum (P.E.T) 750 ml / Captain Morgan Spiced Rum 1750 ml 10 Bacardi Gold Rum 750 ml / Bacardi Gran Reserva Maestro De Ron 750 ml / Bacardi 8 Year Old Rum 750 ml / Bacardi Black 750 ml End Aisle 2-10 Backer Cards END AISLES # P12-BC2 18P12-BC3 18P12-BC4 18P12-BC5 18P12-BC6 18P12-BC7 18P12-BC8 18P12-BC9 18P12-BC10 END AISLES #2-10 Marketing & Product Guide 25

28 Promotional Signage End Aisle Backer Cards End Aisles: 11 to 20 Simple Solutions END AISLES #11-20 End Aisle Products End Aisle Product 11 Sauza Gold Tequila 750 ml / Sauza Silver 1140 ml / Sauza Hornitos Plata 750 ml Bombay Sapphire London Dry 1140 ml / Bombay Sapphire London Dry 750 ml / Bombay Sapphire East 750 ml / Star Of Bombay 750 ml Wyndham Estate Bin 555 Shiraz 750 ml / Jackson-Triggs Pinot Grigio Bag In Box 4000 ml / Masi Bonacosta Valpolicella Classico Doc 750 ml 14 Gabbiano Chianti Docg 750 ml / Peller Estates French Cross Merlot Bag In Box 4000 ml / Trapiche Reserve Malbec 750 ml 15 Heineken Lager 500 ml / Coors Banquet 6 x 355 ml / Miller Genuine Draft 6 x 355 ml 16 Jagermeister 375 ml / 750 ml / 1140 ml 17 Evan Williams Black Label Bourbon Whiskey 750 ml / Iceberg Vodka (P.E.T) 750 ml / Flor De Cana Clasico 5 Rum 750 ml 18 Alberta Pure Vodka (P.E.T) 1750 ml / Banff Ice Vodka 1140 ml / Pinnacle Vodka 750 ml Bees Cabernet Merlot VQA 750 ml / Zonin Valpolicella Ripasso Superiore Doc 750 ml / Columbia Crest Grand Estates Merlot 750 ml 20 Collective Arts Lunch Money 473 ml / Beau's Farm Table Dunkel 600 ml / Nickel Brook Cheeky Bastard 473 ml End Aisle Backer Cards (End Aisles 11-20) Generic Backer Cards (English/Bilingual) Re-order# 18P12-BC11 Generic Backer Cards (Man at Table/Food) Re-order# 18P12-BC12 Please rotate between Simple Solutions (English/Bilingual) and the lifestyle images (Man at Table/Food) LTO & BAM Stickers In the unlikely event that an LTO or BAM offer changes after the backer cards have printed, stores will be required to make the appropriate updates. Place the sticker over the SAVE/BAM image that is printed on the backer card. Re-order Codes English: DMS-ENGSTICKER Bilingual: DMS-BILSTICKER 26 Period 12

29 On Shelf Key Dates LTO Install: January 28, 2018 Take Down: February 26, 2018 Key Dates BAM Install: January 27, 2018 Take Down: February 25, 2018 Key Dates No Offer Install: January 28, 2018 Take Down: February 26, 2018 Marketing & Product Guide 27

30 On Shelf Simple Solutions Location On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf Message More Miles! Shelf Talkers Pre-Printed (BBAM Program) (1 versions) Our Expert Picks and Cocktail of the Month Shelf Talkers Pre-Printed (IMAGE Program) (12 versions) Deal of the Week Shelf Talkers Pre-Printed (IMAGE Program) (4 versions) SAVE Shelf Talkers Pre-Printed (Limited Time Offer Program) SAVE/ ÉPARGNEZ Shelf Talkers Pre-Printed (Limited Time Offer Program) Bonus AIR MILES Shelf Talker Pre-Printed (Bonus AIR MILES Program) BONUS AIR MILES reward miles de récompense AIR MILES in prime Shelf Talkers Pre-Printed (Bonus AIR MILES Program) NEW Shelf Talkers Pre-Printed (New Product Program) NEW/NOUVEAU Shelf Talkers Pre-Printed (New Product Program) In The Spotlight Shelf Talkers Pre-Printed (IMAGE Program) In The Spotlight/EN VEDETTE Shelf Talkers Pre-Printed (IMAGE Program) Component Specifications Re-Order# Images 6½ w x 1¾ h DMS-18P12-ST8 English/No Price 6½ w x 1¾ h Price/No Price 6½ w x 1¾ h Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price 6½ w x 1¾ h English/Price English/No Price 6½ w x 1¾ h Bilingual/Price Bilingual/No Price DMS-18P12-ST9 DMS-18P12-ST10 LTO Bundle DMS-P12-LTO BNS Bundle DMS-P12-BNS Go Green Extender Pre-printed Extender Strips 1 version Extender Strips 12 w x 2½ h Price/No Price DMS-18P12-ST12 28 Period 12

31 Simple Solutions On Shelf Location On Shelf On Shelf On Shelf On Shelf Cut Cases On Shelf On Shelf Message Branded Pre-printed Shelf Talkers EA 1-20 (Set of 68) Regular Program Pre-printed Extender Strips 65 versions Community Program Pre-printed Extender Strips 10 versions Discovery Program Pre-printed Extender Strips 9 versions Generic Blank Pricer Cards (50 per bundle) Generic Blank Extender Strips (15 per bundle) Blank Bin Tags for General Use (25 per bundle) Component Specifications Re-order# Images Shelf Talkers DMS-18P12-ST1 6½ w x 1¾ h Extender Strips 12 w x 2½ h Extender Strips 12 w x 2½ h Extender Strips 12 w x 2½ h Pricer Cards 8 w x 7 h Extender Strips 12 w x 2½ h Bin Tags 6 w x 1¾ h DMS-18P12-ST2 DMS-18P12-ST3 DMS-18P12-ST4 DMS-18P12-ST5 DMS-18P12-ST6 hellolcbo Marketing & Product Guide 29

32 French Languages Services Act (FLSA) Simple Solutions Overview The French Language Services Act (FLSA) of 1986 guarantees an individual s right to receive services in French from Government of Ontario ministries and agencies in 26 designated areas. Relative to the French Language Services Act, the LCBO is not only required by law to provide bilingual staff, signage and services in specific stores and offices located in, or serving designated communities of Ontario, but we are also doing so as an additional service offering to our Francophone customers. It is good for business. To further this commitment, participating stores are to receive a French version of Exterior Banners, and bilingual versions of Power Aisle Banners, Perimeter Banners, Backer Cards, Food & Drink Table, Window Show Cards & Deal of the Week. Henceforth, these will become the standard bilingual components that will be shipped to these stores every promotional Period. Merchandising Instructions Please alternate between English, IMAGE, and French versions of the Signage. Participating Stores 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 23, 24, 26, 27, 32, 34, 36, 38, 40, 41, 49, 50, 52, 54, 55, 58, 63, 66, 67, 75, 76, 77, 78, 81, 83, 89, 91, 92, 98, 99, 103, 104, 108, 112, 117, 118, 121, 122, 123, 125, 126, 127, 128, 129, 140, 143, 149, 150, 151, 154, 162, 163, 164, 165, 167, 171, 173, 180, 182, 183, 184, 186, 189, 190, 192, 193, 195, 198, 200, 204, 207, 212, 214, 217, 218, 220, 225, 228, 233, 234, 236, 241, 242, 243, 245, 249, 253, 255, 256, 262, 269, 272, 278, 279, 280, 287, 291, 295, 303, 308, 309, 310, 312, 320, 321, 322, 324, 327, 329, 332, 333, 334, 338, 341, 349, 355, 359, 360, 362, 363, 366, 367, 368, 370, 371, 375, 384, 385, 387, 388, 389, 393, 394, 395, 398, 400, 405, 406, 407, 408, 411, 412, 415, 416, 420, 421, 422, 424, 425, 426, 428, 431, 435, 436, 438, 441, 443, 444, 452, 457, 458, 463, 466, 470, 483, 484, 485, 487, 488, 490, 492, 494, 499, 500, 505, 506, 507, 511, 512, 515, 518, 519, 521, 524, 526, 528, 531, 532, 533, 534, 538, 539, 540, 542, 546, 547, 552, 553, 555, 556, 564, 565, 568, 569, 571, 572, 574, 575, 576, 577, 578, 584, 588, 589, 593, 597, 598, 601, 604, 614, 618, 619, 624, 626, 627, 631, 633, 636, 637, 638, 639, 640, 642, 643, 645, 646, 649, 650, 651, 652, 654, 655, 656, 657, 660, 661, 665, 667, 669, 670, 673, 677, 685, 694, 697, 698, 699, 700, 703, 741 Window Show Card English Version Window Show Card French Version Backer Card Bilingual Version 30 Period 12

33 Advertising & Online Exclusive Offers PT12 LCBO Flyer for Weeks 1 & 3 Radio Digital Ads Online Exclusives Marketing & Product Guide 31

34 LCBO Flyer Simple Solutions Period 12 LCBO Flyer for Weeks 1 & 3 As we enter a more competitive landscape, the flyer is intended to specifically drive product revenue and be a top-of-mind vehicle for our customers. The focus of the flyer is on sales, promotions and value. Brief product information will also be included to engage customers. The flyer will feature: Long Weekend Super Sales (when applicable) Deal of the Week Gifting/Hosting Cocktail of the Month 10 wines under $10.95 Great Deals (BAM/LTO s) E-com Exclusives/Offers The flyer will be distributed in all LCBO stores, community papers across the province and in the Flipp app. Merchandising Instructions All LCBO stores will receive copies of the flyer and are required to merchandise them using the new self-merchandiser during the release week, or until inventory is depleted. The self-merchandiser should be located at the front of the store where space permits, either in the vestibule, close to the Deal of the Week display or close to shopping carts. Stores will receive quantities depending on their size and traffic. If needed, please contact HelloLCBO to adjust shipment quantity. FLS designated stores will also receive a French version of the flyer. LCBO Flyer Self-Merchandiser Insert English Re-order#18P11-BWF1 Bilingual Re-order#18P11-BWF2 Week 1 Week 3 32 Period 12

35 Simple Solutions LCBO Flyer Week for 1 & 3 Publications Publications & Insertion Dates for Week 1 & 3 Publication Insertion Date Thunder Bay Chronicle-Journal Orangeville Banner Thunder Bay Chronicle-Journal - EMC Sudbury Northern Life Ajax/Pickering News Advertiser Alliston Herald Barrie Advance Belleville Metroland Inserts Brampton Guardian Brant News Burlington Post Caledon Enterprise Cambridge Times City Centre Mirror Cobourg Northumberland News Collingwood Connection East York TOR Metroland Inserts Etobicoke Guardian Etobicoke TOE Metroland Inserts Flamborough Review Georgetown/ Acton - Independent & Free Press Guelph Tribune Hamilton Metroland Inserts Innisfil Journal Kawartha Lakes This Week Kingston Metroland Inserts London Community News Lower Ottawa Valley Metroland Inserts Markham Economist & Sun Midland Penetanguishene Mirror Milton Canadian Champion Mississauga News Muskoka Region Newmarket Era/Aurora Banner/E. Gwillimbury Express Niagara This Week Norfolk News (ON) Oakville Beaver Orillia Today Oshawa/Whitby This Week Ottawa Regional Market Metroland Inserts Peterborough This Week Port Perry Star Richmond Hill/ Thornhill Liberal Scarborough Mirror St. Thomas/Elgin Weekly News Toronto North York Mirror Uxbridge Times-Journal Vaughan Citizen Wasaga Sun-Stayner Sun Waterloo Region TMC Dryden Media Distributors Windsor Star Windsor Star - EMC Chatham This Week (ON) Cornwall Standard Freeholder Cornwall Standard Freeholder - EMC Grey Bruce This Week Kenora Lake of the Woods Enterprise North Bay Nugget Community Voices Pembroke/Petawawa News Sarnia Observer Sarnia This Week Sault Ste. Marie Star Timmins Times Woodstock Oxford Review February 1 (Week 1) February 15 (Week 3) Marketing & Product Guide 33

36 LCBO Flyer Week 1 Participating Products Simple Solutions Period 12 LCBO Flyer Week 1 Participating Products LCBO # Description Format Offer FEATURED ON COVER (Period-Long Promotion) Captain Morgan Spiced Rum 750 ml $3.00 LTO EXPERT PICKS 5959 Baileys Irish Cream 750 ml Kahlùa Coffee Liqueur 750 ml Amarula Cream 750 ml Rumchata 750 ml GIFTING Sandara Frizzante Rose - SEASONAL 750 ml Santero Sweetheart Spumante - SEASONAL 750 ml Sprucewood Lady In Red VQA 750 ml Lily Sparkling Rose VQA 750 ml 10 UNDER $10.95 WINES Passion of Portugal Red 750 ml Jackson-Triggs Pinot Grigio 750 ml Pelee Island Shiraz/Cabernet 750 ml Deakin Estate Shiraz 750 ml Lindemans Bin 65 Chardonnay 750 ml Flipflop Pinot Grigio 750 ml Barone Montalto Nero D'Avola-Cab Ter Sicilane 750 ml Alianca Vinho Verde 750 ml Sogrape Vila Regia, Douro 750 ml Beso De Vino Seleccion Carinena 750 ml NEW & NOW Kaiken Malbec 750 ml $2.00 LTO Apothic Crush Red 750 ml $2.00 LTO Double Chocolate Vodka 375 ml $2.00 LTO Panama Jack's Milk Chocolate Cream 750 ml $2.00 LTO Errazuriz Max Reserva Cabernet Sauvignon 750 ml Laura Secord Chocolate Cream Liquor 750 ml $3.00 LTO Baileys Chocolate Cherry 750 ml Young's Double Chocolate Stout 500 ml Aurora Heart Chocolate Raspberry Stout 473 ml Starry Night Chocolate Stout 473 ml 5280 Vodka Mudshake Chocolate 4 x 270 ml GAME ON! Bud Light 473 ml $1.00 LTO Michelob Ultra 473 ml Molson Canadian 473 ml 893 J.P. Wiser's Deluxe Whisky 750 ml $2.00 LTO 34 Period 12

37 Simple Solutions LCBO Flyer Week 1 Participating Products LCBO # Description Format Offer IT'S GAME DAY 307 Seagrams V.O. Whisky 750 ml Mcguigan Black Label Cabernet Sauvignon 750 ml $1.00 LTO Fuzion Alta Torrontes Pinot Grigio 750 ml $1.50 LTO GREAT DEALS Jura Superstition Single Malt Scotch Whisky 750 ml $10.00 LTO McClelland Islay Single Malt Scotch 750 ml $5.00 LTO Sauza Silver 1140 ml $6.00 LTO Knob Creek Bourbon 750 ml $5.00 LTO Château des Charmes Vidal Icewine 200 ml 8 BAM Catedral Reserve Dao 750 ml 5 BAM Jean Claude Mas Cabernet Sauvignon Merlot Reserve Pays D'Oc 750 ml 7 BAM Fielding Fireside White VQA 750 ml 6 BAM Bouchard Aine & Fils Beaujolais Superieur 1500 ml 15 BAM 67 Smirnoff Vodka 750 ml $1.00 LTO Bacardi Gold Rum 1140 ml $1.00 LTO Bombay Sapphire London Dry 1140 ml $1.00 LTO Silver Tequila 750 ml $2.50 LTO Bulleit Rye 750 ml $3.00 LTO Trapiche Reserve Malbec 750 ml $1.50 LTO French Cross Merlot Bag in Box 4000 ml $3.00 LTO Folonari Pinot Grigio Delle Venezie IGT Bag in Box 3000 ml $5.00 LTO Wyndham Estate Bin 555 Shiraz 750 ml $2.00 LTO Fetzer Chardonnay 750 ml $2.00 LTO Pascual Toso Malbec 750 ml $3.00 LTO Peter Lehmann Portrait Barossa Shiraz 750 ml $3.00 LTO Mionetto Prestige Prosecco Treviso Doc Brut 750 ml $2.00 LTO Ciroc Apple 750 ml $3.00 LTO Cabot Trail Maple Cream 750 ml $2.00 LTO E-COMMERCE OFFERS Moët & Chandon Brut Rosé Champagne 750 ml 25 BAM Apothic Inferno Red Blend 750 ml Gérard Bertrand Côte des Roses Rosé 750 ml Marketing & Product Guide 35

38 LCBO Flyer Week 3 Participating Products Simple Solutions Period 12 LCBO Flyer Week 3 Participating Products LCBO # Description Format Offer FEATURED ON COVER (Period-Long Promotion) 5959 Baileys Irish Cream 750 ml $3.00 LTO EXPERT PICKS The Show Cabernet Sauvignon 750 ml $2.50 LTO Angove Organic Cabernet Sauvignon 750 ml $2.00 LTO Bricklayer's Predicament Cabernet Merlot Vqa 750 ml $1.00 LTO GIFTING Xoxo Pinot Grigio+Chardonnay Sparkling 750 ml Smirnoff Raspberry Flavoured Vodka 750 ml $1.00 LTO Silk & Spice Red 750 ml Torres Altos, Ibericos Crianza Rioja, Do 750 ml La Tremenda Monastrell 750 ml FAMILY DAY SUPER SALE 1925 Courvoisier VS 750 ml $8.00 LTO Folonari Valpolicella Ripasso Class Sup DOC 750 ml $4.00 LTO Jacob's Creek Double Barrel Shiraz 750 ml $5.00 LTO Pelee Island Lola Blush Sparkling VQA 750 ml $2.00 LTO Ketel One Vodka 1140 ml $4.00 LTO Smirnoff Ice Caesar 4 x 330 ml $2.00 LTO Bowmore 12 Year Old Islay Single Malt 750 ml $7.00 LTO 10 UNDER $10.95 WINES Bodacious Smooth White 750 ml Bees Keepers Red 750 ml Copper Moon Pinot Grigio 750 ml Naked Grape Shiraz 750 ml Trapiche Malbec 750 ml Two Oceans Moscato 750 ml Lindemans Bin 95 Sauvignon Blanc 750 ml Sogrape Gazela Vinho Verde 750 ml 5 BAM Jp Azeitao Red 750 ml 5 BAM Era Montepulciano D'Abruzzo Doc Organic 750 ml NEW & NOW Jacob's Creek Shiraz/Cabernet 1500 ml $3.00 LTO French Cross Chardonnay 1500 ml $2.00 LTO Jackson-Triggs Merlot 750 ml $1.00 LTO Pelee Island Blanc De Blanc VQA 1500 ml $1.00 LTO Sleeman Original Draught 6 x 473 ml $1.25 LTO Molson Canadian 6 x 473 ml Mill St Organic Lager 6 x 473 ml Baileys Salted Caramel 750 ml $1.00 LTO Wayne Gretzky Cream Whisky 750 ml $2.00 LTO 36 Period 12

39 Simple Solutions LCBO Flyer Week 3 Participating Products LCBO # Description Format Offer NEW & NOW Rumchata Rum Cream Liquor 1140 ml $2.50 LTO Forty Creek Cream Liquor 750 ml $2.50 LTO GREAT DEALS Steam Whistle 6 x 473 ml Waterloo Dark 473 ml 1 BAM Nickel Brook Headstock IPA 473 ml $0.30 LTO Kronenbourg 1664 Blanc 6 x 330 ml $1.20 LTO St Ambroise Oatmeal Stout 473 ml $0.40 LTO GREAT DEALS Domaine Chandon Brut Classic 750 ml 15 BAM Sauza Gold Tequila 750 ml $3.50 LTO Codorniu Brut Clasico Sparkling 3 x 200 ml 5 BAM Skyy Vodka 750 ml $1.00 LTO Santa Carolina Reserva Chardonnay 750 ml $1.00 LTO Gabbiano Chianti DOCG 750 ml $2.00 LTO Grand Sud Merlot 1000 ml $1.00 LTO Santa Rita Reserva Sauvignon Blanc 750 ml $2.00 LTO Sibling Rivalry White VQA 750 ml $2.00 LTO Two Oceans Cabernet Sauvignon Merlot 1500 ml $2.00 LTO Unreserved Smooth Red 750 ml $1.00 LTO Grolsch Premium Lager 500 ml $0.30 LTO Miller Genuine Draft 6 x 355 ml $1.00 LTO Sauza Hornitos Reposado Tequila 750 ml $5.50 LTO Brindisi Rosso DOP 2000 ml $2.50 LTO Nederburg The Winemaster's Cabernet Sauvignon 750 ml $2.00 LTO Rocca Delle Macie Chianti Vernaiolo DOCG 750 ml $2.00 LTO Old Tomorrow Canadian Pale Ale 473 ml $0.25 LTO Pilsner Urquell 6 x 330 ml $1.50 LTO Megalomaniac Local Squeeze White VQA 750 ml $1.00 LTO Pelee Island Pinot Grigio 750 ml $1.00 LTO Heineken Lager 500 ml $0.25 LTO Bud Light 6 x 473 ml $1.00 LTO Absolut Vodka 1140 ml $1.50 LTO AIR MILES Belvedere Pure Vodka 1750 ml 50 BAM Tequila Tromba Reposado 750 ml 30 BAM The Balvenie 12 Years Old Doublewood Scotch Whisky 750 ml 30 BAM Perrier-Jouët Grand Brut Champagne 750 ml 30 BAM Fireball Cinnamon Whisky 1750 ml 25 BAM AIR MILES Veuve Clicquot Demi Sec Champagne 750 ml 25 BAM Marketing & Product Guide 37

40 LCBO Flyer Week 3 Participating Products Simple Solutions LCBO # Description Format Offer Domaine De Canton Ginger Liqueur 750 ml 25 BAM D'Usse VSOP 750 ml 25 BAM Glendronach 12 Year Old Single Highland Malt Scotch Whisky 750 ml 25 BAM Alberta Premium Whisky 1750 ml 20 BAM Alberta Pure Vodka 1750 ml 20 BAM Russian Standard Vodka 1140 ml 20 BAM Canadian Club Premium 1750 ml 20 BAM Montresor Amarone Della Valpolicella DOC 750 ml 20 BAM Sauza Hornitos Plata 750 ml 15 BAM Gordon's Dry Gin 1750 ml 15 BAM Glen Garioch Founder's Reserve 750 ml 15 BAM Banff Ice 1140 ml 15 BAM Jim Beam White Label Bourbon 1140 ml 15 BAM Fresita Sparkling Wine 750 ml 10 BAM Jacob's Creek Reserve Chardonnay Adelaide Hills 750 ml 10 BAM Smoking Loon Cabernet Sauvignon 750 ml 10 BAM Ara Pathway Sauvignon Blanc 750 ml 10 BAM Sogrape Villa Regia 1500 ml 10 BAM E-COMMERCE OFFERS Jameson Irish Whiskey 750 ml Cîroc French Vanilla Spirit Drink 750 ml $3.00 LTO Molson Canadian Victory Bottle 625 ml 38 Period 12

41 Simple Solutions Top Pick under $10.95 Perpendicular Shelf Talkers Overview All Stores will receive a bundle of 30 Perpendicular Shelf Talkers each period to support the Top Pick under $10.95 wines story. These shelf talkers should be merchandised in front of participating products. Merchandising Instructions The Top Pick under $10.95 Perpendicular Shelf Talker will be 3 x 3. Stores will be sent a bundle of 30 each period to display in front of the corresponding products. Re-order# DMS-18P11-ST15 Participating Products LCBO # Description Format Passion of Portugal Red 750 ml Jackson-Triggs Pinot Grigio 750 ml Pelee Island Shiraz/Cabernet 750 ml Deakin Estate Shiraz 750 ml Lindemans Bin 65 Chardonnay 750 ml Flipflop Pinot Grigio 750 ml Barone Montalto Nero D'Avola-Cab Ter Sicilane 750 ml Alianca Vinho Verde 750 ml Sogrape Vila Regia, Douro 750 ml Beso De Vino Seleccion Carinena 750 ml Bodacious Smooth White 750 ml Bees Keepers Red 750 ml Copper Moon Pinot Grigio 750 ml Naked Grape Shiraz 750 ml Trapiche Malbec 750 ml Two Oceans Moscato 750 ml Lindemans Bin 95 Sauvignon Blanc 750 ml Sogrape Gazela Vinho Verde 750 ml Jp Azeitao Red 750 ml Era Montepulciano D'Abruzzo Doc Organic 750 ml Please install the perpendicular shelf talker in front of the corresponding wine products using the perpendicular shelf talker clip (PSTC201404). Participating Stores ALL STORES Marketing & Product Guide 39

42 Advertising Simple Solutions Radio: The Radio and Digital advertising will support the three key occasions in P12, Superbowl, Valentine's Day and the Olympics which will also be supported on the Gifting Nesting tables. LCBO# Description Format LTO Duration Generic Superbowl Spot January 29 February 4, Red Knot Cabernet Sauvignon 750 ml $4.00 February 8 February 14, Bailey s Irish Cream 750 ml $3.00 February 15 February 21, 2018 Digital Ads: There will be digital and social media advertising to support these initiatives throughout P12. Superbowl up to February 4, 2018 LCBO# Description Format Bud Light 6 x 473 ml Michelob Ultra 6 x 473 ml 893 J.P. Wiser's Deluxe Whisky (Pitcher cocktail) 750 ml Mcguigan Black Label Cabernet Sauvignon 750 ml Fuzion Alta Torrontes Pinot Grigio 750 ml Valentine s Day up to February 14, 2018 LCBO# Description Format Double Chocolate Vodka 375 ml Laura Secord Chocolate Cream Liquor 750 ml Sandara Frizzante Rosé 750 ml Santero Sweetheart Spumante 750 ml Sprucewood Lady In Red VQA 750 ml Lily Sparkling Rose VQA 750 ml Bailey s Strawberries & Cream 750 ml Smirnoff Raspberry Flavoured Vodka 750 ml Olympic Games Advertising LCBO# Description Format Molson Canadian Victory Bottle 625 ml Molson 6-pack btl (Value Ad Canadian Flag fleece blanket) 6 x 341 ml 67 Smirnoff Vodka 750 ml 1487 Crown Royal Whisky 750 ml Folonari Pinot Grigio Delle Venezie Igt Bib 3000 ml Bota Box Cabernet Sauvignon ml 40 Period 12

43 Simple Solutions Online Exclusives Online Exclusive Offers: Wine Wednesday The LCBO offers customers an exclusive online offer on Wednesday of each week. On this day only, online customers will be able to participate in the offer. Quantities are limited. Note that advertising will be pushed out to customers using a combination of LCBO social media channels (Facebook and Twitter), LCBO.com and/or mylcbo s. Product Date LCBO# Description Format Value Add February 7, XOXO Sparkling 750 ml Writing Journal February 21, Cono Sur Bicicleta Wine Special Offer 2 x 750 ml Purchase a 750 ml bottle of Cono Sur Pinot Noir (341602) and a 750 ml Viognier (64287) online and receive a FREE branded neoprene wine tote bag. House Wines Program House wines is an online exclusive program that provides an opportunity for customers to purchase buyer endorsed wines by the case at a reasonable price. In addition the customer is able to take advantage of home delivery. These wines are of quality and offer great value priced at $99 per case. House wines will be featured on LCBO.com Home page carousel, and on the wines page. Here we will offer the customer more information about these wines. We will also provide insight on what is house wine. Note that communication will be pushed out to customers using LCBO social media channels (Facebook and Twitter), LCBO.com and our LCBO mobile app. Products LCBO# Description Format Wine Style Robertson Winery Chenin Blanc 750 ml Aromatic & Flavourful Tocado Grenache 750 ml Medium-bodied & Fruity Marketing & Product Guide 41

44 Simple Solutions 42 Period 12Trade Copy Only

45 Deal of the Week This is a sold program. Participation is mandatory. Key Dates Please set up display following the schedule below: Week 1 February 1 - February 7 LCBO# Captain Morgan Spiced Rum 750 ml Week 2 February 8 - February 14 LCBO# Week 3 February 15 - February 21 Red Knot Cabernet Sauvignon 750 ml LCBO# 5959 Baileys Irish Cream 750 ml Week 4 February 22 - February 28 LCBO# Frescobaldi Castiglioni Chianti Docg 750 ml Participating Stores - please refer to the Period 12 Worksheets for stores list Marketing & Product Guide 43

46 Deal of the Week Simple Solutions DEAL OF THE WEEK MANDATORY PARTICIPATION Overview The sales will be used to drive traffic in-store through compelling offers on popular wines and spirits. Please note that the recommended in-store displays reflect this strategy. The sales always begin on a Thursday and last until end of day the following Wednesday. When the featured product is a wine, we will be communicating the Case Savings deal. Key Dates Week Install Take Down (End of Day) 1 February 1 February 7 2 February 8 February 14 3 February 15 February 21 4 February 22 February 28 Signage Components & Re-ordering Stores will be provided with a signage kit. Signage will be available for re-order. Pricer Cards (English) (4 Versions) Re-order# DMS-18P12-ST11 Shelf Talkers (4 versions) Re-order# DMS-18P12-ST10 Poster Inserts (English & Bilingual) (4 versions) Please see Merchandising Instructions for re-order codes. Week 1: February 1, February 7, 2018 LCBO# Description Size LTO Captain Morgan Spiced Rum 750 ml $3.00 Merchandising Instructions Merchandise the Captain Morgan Spiced Rum sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. Value Add Banner Insert Re-order Codes: English: 18P12-DW2 Bilingual: 18P12-DW8 Banner Insert Re-order Codes: English: 18P12-DW1 Bilingual: 18P12-DW7 Value Add Participating stores will be provided with Pepsi (6 x 222 ml) and Ruffles Chips (66g) that is free with purchase of Captain Morgan Spiced Rum 750 ml. Stores are to merchandise the value add beside the product. If your store runs out of Pepsi (6 x 222 ml) and Ruffles Chips (66g), please change to the non-value add version of the Display. Perpendicular In-Section Shelf Talker Please install the perpendicular shelf talker in front of the corresponding Deal of the Week product (# Captain Morgan Spiced Rum 750 ml) using the perpendicular shelf talker clip (PSTC201404). 44 Period 12

47 Simple Solutions Deal of the Week Week 2: February 8, February 14, 2018 Case LCBO# Description Size LTO Savings Red Knot Cabernet Sauvignon 750 ml $4.00 $48.00 Merchandising Instructions Remove the Captain Morgan Spiced Rum sign and merchandise the Red Knot Cabernet Sauvignon sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. The display should be merchandised to promote the case savings. Banner Insert Re-order Codes: English: 18P12-DW3 Bilingual: 18P12-DW9 Week 3: February 15, February 21, 2018 LCBO# Description Size LTO 5959 Baileys Irish Cream 750 ml $3.00 Merchandising Instructions Remove the Red Knot Cabernet Sauvignon sign and merchandise the Baileys Irish Cream sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. Value Add Banner Insert Re-order Codes: English: 18P12-DW5 Bilingual: 18P12-DW11 Banner Insert Re-order Codes: English: 18P12-DW4 Bilingual: 18P12-DW10 Value Add Participating stores will be provided with a bag of Ethical Bean Coffee (120g) that is free with purchase of Baileys Irish Cream 750 ml. Stores are to merchandise the value add beside the product. If your store runs out of Ethical Bean Coffee (120g), please change to the non-value add version of the Display. Perpendicular In-Section Shelf Talker Please install the perpendicular shelf talker in front of the corresponding Deal of the Week product (#5959 Baileys Irish Cream 750 ml) using the perpendicular shelf talker clip (PSTC201404). Marketing & Product Guide 45 DEAL OF THE WEEK MANDATORY PARTICIPATION

48 Deal of the Week Simple Solutions DEAL OF THE WEEK MANDATORY PARTICIPATION Week 4: February 22, February 28, 2018 LCBO# Description Size LTO Case Savings Frescobaldi Castiglioni Chianti Docg 750 ml $3.50 $42.00 Merchandising Instructions Remove the Baileys Irish Cream sign and merchandise the Frescobaldi Castiglioni Chianti Docg sign into the Metal Stand. Merchandise corresponding Pricer Card in front of product. The display should be merchandised to promote the case savings. Banner Insert Re-order Codes: English: 18P12-DW6 Bilingual: 18P12-DW12 46 Period 12

49 Simple Solutions Deal of the Week Save Big This Week Cut Case Display The following stores are encouraged to build Cut case displays to promote the weekly deals (Manager s discretion). These stores will not be forced allocated inventory. Please ensure sufficient stock is ordered. Participating Stores (All Stores) Key Dates & Participating Products Please note that the sales always begin on a Thursday and last until end of day the following Wednesday. When the featured product is a wine, we will be communicating the Case Savings deal and recommend that in-store displays reflect this strategy. LCBO# Product Size LTO Case Saving WEEK 1: FEBRUARY 8, FEBRUARY 14, Captain Morgan Spiced Rum 750 ml $3.00 WEEK 2: FEBRUARY 8, FEBRUARY 14, Red Knot Cabernet Sauvignon 750 ml $4.00 $48.00 WEEK 3: FEBRUARY 15, FEBRUARY 21, Baileys Irish Cream 750 ml $3.00 WEEK 4: FEBRUARY 22, FEBRUARY 28, Frescobaldi Castiglioni Chianti Docg 750 ml $3.50 $42.00 DEAL OF THE WEEK NON-PARTICIPATING STORES Marketing & Product Guide 47

50 Deal of the Week Simple Solutions Signage Components & Re-order Codes DEAL OF THE WEEK NON-PARTICIPATING STORES Deal of the Week Generic Cut Case Backer Card Regular: DMS-18W11-SDW1 Case Savings: DMS-18W11-SDW3 Deal of the Week Pricer Cards Re-order# DMS-18P11-ST11 Merchandising Instructions Cut Case Display (For stores that have available floor space) Please set up a Cut-case display using the provided generic signage. Merchandise Pricer Cards in front of products. Deal of the Week Generic Riser Wrap Regular: DMS-18W11-SDW2 Case Savings: DMS-18W11-SDW4 Cut-case display Cut-case display (Case Savings) 48 Period 12

51 The Winter issue of More Food & Drink will be distributed the week of January 29, More Food & Drink can be merchandised as soon as you receive your shipment. What s Inside: Winter has kicked in but we have plenty to warm you up, starting with a look at a new style of whisky. Cheesy bites matched with beer may tickle your fancy, or we have lighter dishes with lightweight wines. And check out our winter brunch menu plus some gorgeous chocolates for Valentine s Day. For the list of featured products please see the Food & Drink Table section of this guide. Shipments: All stores will receive an allocation of More Food & Drink publications. Distribution is limited and stores will receive fewer copies than Food & Drink. There are no additional copies available to re-order. Online Content: If your store runs out of copies you can direct customers to visit where a selection of content from More Food & Drink is available. Coming Soon The Spring 2018 issue of Food & Drink will be available in stores March 14, The next issue of More Food & Drink will be available the week of April 1, Marketing & Product Guide 49

52 Food & Drink Simple Solutions Merchandising Instructions If your store has the Food & Drink Table fixture, please only merchandise copies of More Food & Drink on the table using the provided Self Merchandisers see the Food & Drink Table section in this guide for details. For stores without the Food & Drink Table fixture, More Food & Drink should be merchandised prominently in your Food & Drink magazine fixture using the same signage as P11 (see below). The fixture should be positioned in the selling area of the store. If your store does not have a stand, please display More Food & Drink at all checkouts, customer service and the Information centre. If you have any Food & Drink Winter issues remaining, display both publications in the fixture. Once your supply has been depleted, please store the fixture until the next issue arrives. Do not use the stand to display other materials. Signage Signage has been designed to merchandise both Food & Drink and More Food & Drink. PLEASE USE SAME SIGNAGE PROVIDED FOR PERIOD 11. Component Where to install sign Re-order Code Images P11 & P12 FOOD & DRINK Header Card English/Bilingual FOOD & DRINK Metal Fixture 18W11-FD16 P11 & P12 FOOD & DRINK A Frame Sign Participating Products 50 Period 12 FOOD & DRINK A Frame Fixture English/English: 18W11-FD17 English/French: 18W11-FD18 LCBO # STORY/PRODUCT FORMAT Toki 750 ml Stalk & Barrel Single Malt Whisky 750 ml Auchentoshan American Oak, Lowland 750 ml Erdinger Weissbier 500 ml St. Peter's English Ale 500 ml New Limburg St. Barbara Tripel 500 ml Tequila Don Julio Blanco 750 ml Alianca Vinho Verde 750 ml Quinta da Aveleda Vinho Verde 750 ml Waltzing Matilda Shiraz Grenache 750 ml Forked River Weendigo Russian Imperial Stout 500 ml Miguel Torres Jaime 1 Brandy 750 ml

53 Food & Drink Table Key Dates Install: January 27, 2018 Take Down: February 24, 2018 Participating Stores - please refer to the Period 12 Worksheets for stores list Marketing & Product Guide 51

54 Food & Drink Table Simple Solutions Merchandising Instructions: The Holiday issue of More Food & Drink will be distributed the week of January 29, More Food & Drink can be merchandised as soon as you receive your shipment. Self Merchandiser Please refer to your tables planoguide (on the following pages) for placement. Participating stores will receive four (4) Self Merchandisers. Bilingual stores will receive three (3) English/ one (1) French. Merchandise the More Food & Drink magazine in the Self Merchandisers. Signage Components The following signage will be sent to participating stores before Period 12 begins Enhanced Sign Large Table Small Table Shelf Talkers English: 18P12-FD1 English: 18P12-FD3 DMS-18P12-FD10 Bilingual: 18P12-FD2 Bilingual: 18P12-FD4 In-section Hot Buttons Mini-Pole Topper Signs Self Merchandiser English: DMS-18P12-FD8 Bilingual: DMS-18P12-FD9 English: DMS-18P12-FD6 Bilingual: DMS-18P12-FD7 English: DMS-18P12-FD11 French: DMS-18P12-FD12 52 Period 12

55 Simple Solutions Food & Drink Table Group 1 Large 7 Table + 2 Small End Tables Participating Stores 17, 23, 31, 41, 51, 55, 65, 74, 82, 130, 148, 150, 156, 195, 198, 209, 211, 221, 226, 227, 228, 233, 250, 279, 288, 300, 310, 326, 344, 351, 381, 383, 391, 397, 401, 437, 438, 443, 445, 481, 485, 490, 491, 522, 528, 542, 551, 566, 585, 587, 602, 605, 609, 627, 630, 631, 633, 640, 643, 652, 653, 655, 658, 661, 667, 670, 694, 699, 741 Participating Products Location LCBO# Description Size A Auchentoshan American Oak, Lowland 750 ml B Toki 750 ml C Stalk & Barrel Single Malt Whisky 750 ml D Tequila Don Julio Blanco 750 ml E Alianca Vinho Verde 750 ml F Waltzing Matilda Shiraz Grenache 750 ml G Quinta da Aveleda Vinho Verde 750 ml H Miguel Torres Jaime 1 Brandy 750 ml I New Limburg St. Barbara Tripel 500 ml J Forked River Weendigo Russian Imperial Stout 500 ml K Erdinger Weissbier 500 ml L St. Peter's English Ale (Organic) 500 ml Smooth Whiskies Brews for the Cheese Lover Food Friendly Sippers Sweet on Dessert K facing Food & Drink Magazine Holder L facing 2 1 D 6 facings C C 6 facings E 6 facings E B 3 facings F 3 facings B Food & Drink Magazine Holder BOX SIGN Food & Drink Magazine Holder F B 3 facings F 3 facings A A 6 facings G G 6 facings H 6 facings 3 4 J facing Food & Drink Magazine Holder * # of facings may vary from month to month depending on product selection * Marketing & Product Guide 53 I facing

56 Food & Drink Table Simple Solutions Group 2 Large 7' Table + 4 Side Tables Participating Stores 10, 21, 38, 115, 149, 164, 252, 253, 263, 346, 359, 373, 378, 392, 404, 459, 523, 554, 618, 624, 632, 641 Participating Products Location LCBO# Description Size A Auchentoshan American Oak, Lowland 750 ml B Toki 750 ml C Stalk & Barrel Single Malt Whisky 750 ml D Tequila Don Julio Blanco 750 ml E Alianca Vinho Verde 750 ml F Waltzing Matilda Shiraz Grenache 750 ml G Quinta da Aveleda Vinho Verde 750 ml H Miguel Torres Jaime 1 Brandy 750 ml I Erdinger Weissbier 500 ml J St. Peter's English Ale (Organic) 500 ml K New Limburg St. Barbara Tripel 500 ml L Forked River Weendigo Russian Imperial Stout 500 ml Smooth Whiskies Sweet on Dessert Food Friendly Sippers Brews for the cheese lover I D facing Food & Drink Magazine Holder D facing J 1 D 6 facings 2 C 6 facings C 6 facings E 6 facings B 3 facings Food & Drink Magazine Holder B 6 facings BOX SIGN F 6 facings B 3 facings A 6 facings G 6 facings A 6 facings 4 H 6 facings 3 L H facing Food & Drink Magazine Holder E 6 facings F 3 facings * # of facings may vary from month to month depending on product selection * Food & Drink Magazine Holder F 3 facings G 6 facings H facing K 54 Period 12

57 Simple Solutions Food & Drink Table Group 3 Small 5' Table + 2 Small End Tables Participating Stores 411, 500 Participating Products Location LCBO# Description Size A Auchentoshan American Oak, Lowland 750 ml B Stalk & Barrel Single Malt Whisky 750 ml C Toki 750 ml D Waltzing Matilda Shiraz Grenache 750 ml E Alianca Vinho Verde 750 ml F Quinta da Aveleda Vinho Verde 750 ml G St. Peter's English Ale (Organic) 500 ml H Erdinger Weissbier 500 ml I Forked River Weendigo Russian Imperial Stout 500 ml J New Limburg St. Barbara Tripel 500 ml K Miguel Torres Jaime 1 Brandy 750 ml L Tequila Don Julio Blanco 750 ml Smooth Whiskies Brews for the Cheese Lover Food Friendly Sippers Sweet on Dessert L facings Food & Drink Magazine Holder K facings 2 C 3 facings D 3 facings 1 B B 6 facings E 6 facings E Food & Drink Magazine Holder BOX SIGN Food & Drink Magazine Holder A F A 6 facings F 6 facings 3 H 3 facings G 3 facings 4 I facings Food & Drink Magazine Holder J facings * # of facings may vary from month to month depending on product selection * Marketing & Product Guide 55

58 Food & Drink Table Simple Solutions Group 4 Small 5' Table + 4 Side Tables Participating Stores 428, 580 Participating Products Location LCBO# Description Size A Auchentoshan American Oak, Lowland 750 ml B Stalk & Barrel Single Malt Whisky 750 ml C Toki 750 ml D Waltzing Matilda Shiraz Grenache 750 ml E Alianca Vinho Verde 750 ml F Quinta da Aveleda Vinho Verde 750 ml G Miguel Torres Jaime 1 Brandy 750 ml H Tequila Don Julio Blanco 750 ml I St. Peter's English Ale (Organic) 500 ml J Erdinger Weissbier 500 ml K Forked River Weendigo Russian Imperial Stout 500 ml L New Limburg St. Barbara Tripel 500 ml Smooth Whiskies Sweet on Dessert Food Friendly Sippers Brews for the cheese lover C facing Food & Drink Magazine Holder D facings J I 2 C 3 facings D 3 facings 1 B 6 facings E 6 facings B 6 facings E 6 facings Food & Drink Magazine Holder BOX SIGN A 6 facings F 6 facings A 6 facings 3 F 6 facings H 3 facings G 3 facings 4 L K H facings Food & Drink Magazine Holder Food & Drink Magazine Holder G facings 56 Period 12 * # of facings may vary from month to month depending on product selection *

59 The Cold Room Spirits Display This is a sold program. Participation is mandatory. Key Dates Install: January 28, 2018 Take Down: February 26, 2018 Participating Stores 4, 6, 23, 33, 41, 49, 51, 55, 58, 65, 74, 82, 84, 93, 102, 107, 119, 124, 130, 155, 156, 160, 164, 195, 196, 198, 211, 227, 228, 229, 230, 232, 233, 234, 237, 244, 250, 254, 263, 270, 276, 278, 279, 281, 288, 296, 298, 299, 300, 310, 316, 318, 323, 329, 335, 351, 359, 364, 368, 369, 374, 380, 384, 387, 391, 394, 399, 401, 404, 414, 423, 425, 427, 440, 443, 448, 449, 454, 469, 470, 474, 477, 481, 482, 491, 492, 495, 496, 497, 500, 501, 504, 509, 510, 516, 530, 536, 537, 550, 551, 552, 554, 556, 560, 561, 564, 580, 587, 594, 602, 605, 609, 618, 626, 627, 633, 640, 641, 644, 649, 654, 655, 658, 694, 695, 699, 706, 741, 771 Marketing & Product Guide 57

60 The Cold Room Spirits Display Simple Solutions Overview The Cold Room Spirits Display program will provide Spirits display space in high-traffic areas near the beer cold room. The program is aimed at encouraging customers to view Spirits as an appropriate and relevant beverage alcohol choice for a variety of occasions throughout the seasons. This sold program display will encourage cross-category shopping. Participating Product LCBO# Description Format Offer The Kraken Black Spiced Rum 375 ml $1.00 LTO Signage Signage kit reorder# DMS-18P12-SD1 (English) DMS-18P12-SD2 (Bilingual) Mini Backer Card Pricer Card Riser Wrap Merchandising Instructions: Please order the required product, as it will not be force shipped (3 cases minimum). Use the mini backer card sign and riser wrap to build a cut case display (near beer cold room or beer section of the store) with the one (1) participating product. Merchandise the pricer cards in front of the corresponding product. Please leave the riser wrap up for the duration of Period 11 & Period 12

61 Special Promotions Fixture Key Dates Install: January 28, 2018 Take Down: February 25, 2018 Participating Stores - please refer to the Period 12 Worksheets for stores list Marketing & Product Guide 59

62 Expert s Pick Simple Solutions This month we are featuring a selection of outstanding wines. Stores are to select 4-6 products from the list to merchandise on the fixture. Expert s Pick Suggested Products (Choose 4-6) LCBO# Description Size Offer Sibling Rivalry Red VQA 750 ml $2.00 LTO Pelee Island Blanc De Blanc VQA 750 ml $1.00 LTO Bricklayer's Predicament Cabernet Merlot VQA 750 ml $1.00 LTO The Show Cabernet Sauvignon 750 ml $2.50 LTO Argento Pinot Grigio 750 ml 4 BAM Angove Organic Cabernet Sauvignon 750 ml $2.00 LTO Cesari Mara Valpolicella Ripass Superiore DOC 750 ml $2.00 LTO Sogrape Gazela Vinho Verde 750 ml 5 BAM F Lurton Fumees Blanches Sauv Bl Vdfrance 750 ml 6 BAM Merchandising Instructions Each period, a list of wines that support a relevant theme will be recommended in the Marketing & Product Guide. Product consultants or other designated staff may choose 4-6 products from this list to merchandise on the fixture. (Please note that stores are not required to list product(s) that they do not already carry to support this program. Please select wines from the list provided that are already listed in your store. ) Please replace the current Expert s Pick poster with the Period 12 poster and continue to display the Period 11 drum sign. During the promotion period, if your store sells through a participating product(s), we recommend that you select an alternate product from the list to replace on the fixture for the duration of the period. Use the blank shelf talkers provided to personally endorse products that you have selected, enjoy and feel confident in endorsing. 60 Period 12

63 Simple Solutions Cocktail of the Month Cocktail of the Month - Cinnamon Moon Stores are to merchandise the fixture with the four products below. If you do not carry one of these please use another close substitute. Participating Products LCBO# Description Size 5959 Baileys Irish Cream 750 ml Kahlua Coffee Liqueur 750 ml Amarula Cream 750 ml Rumchata 750 ml Merchandising Instructions At the start of the Period 12 promotion, replace the Period 11 poster with the Period 12 Cocktails poster. Please continue to display the Period 11 drum sign. Ensure sufficient stock is ordered to maintain this program for the duration of the period (end of Period 12). Merchandise the Recipe Card and Recipe Card Backer Card in the Adjustable Wire Brochure Holder (hellolcbo# ), Please use half of the recipe cards for each side of the display. If you have room please merchandise LCBO# Cocktail Shaker Stainless Steel on the display. Adjustable Brochure Holder hellolcbo Re-order# (Insert and secure holder s adjustable clip into the top railing of fixture.) Marketing & Product Guide 61

64 Special Promotions Fixture Signage Simple Solutions Components EXPERT S PICK POSTERS Expert Picks (English/Bilingual) Re order #: 18P12-SP1 EXPERT S PICK DRUM SIGNS Expert s Pick: English/Bilingual 18W11-SP3 Cocktail: English/Bilingual 18W11-SP4 Expert s Pick Shelf Talkers Cocktail of the Month Shelf Talkers Reorder: DMS-18P12-ST9 Cocktail of the Month (English/Bilingual) Re order #: 18P12-SP2 RECIPE CARD TAKE-AWAY English DMS-18P12-SP5 Bilingual DMS-18P12-SP6 RECIPE CARD BACKER English DMS-18P11-SP7 62 Period 12

65 Mini Thematic This is a sold program. Participation is mandatory. Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Overview This is a supplier paid program and stores must merchandise all nine (9) SKU's on the Mini Thematic Promotional Fixture Ends. If a store is bringing in additional inventory to support the Mini Thematic Promotional Fixture Program, the 1 in/1 out rule does not apply during the promotional Periods. The Promotional Fixtures must be fully merchandised at all times. If a store decides to list a featured product AFTER the promotional Period has concluded, the 1 in/1 out rule does apply. Participating Stores 1, 4, 5, 17, 21, 23, 26, 31, 33, 35, 36, 38, 41, 51, 55, 64, 65, 74, 79, 82, 93, 95, 97, 102, 106, 115, 130, 140, 148, 149, 150, 154, 156, 164, 190, 195, 198, 200, 207, 209, 210, 211, 217, 221, 226, 227, 228, 233, 243, 250, 252, 253, 263, 279, 288, 300, 310, 311, 325, 326, 344, 346, 351, 359, 360, 371, 373, 378, 381, 382, 383, 385, 386, 387, 391, 392, 397, 401, 404, 411, 428, 432, 436, 437, 438, 443, 444, 445, 453, 456, 459, 465, 481, 485, 486, 490, 491, 494, 495, 500, 521, 522, 523, 528, 540, 542, 544, 549, 551, 554, 555, 556, 566, 572, 573, 580, 585, 587, 590, 602, 605, 609, 616, 617, 618, 624, 627, 629, 630, 631, 632, 633, 640, 641, 643, 652, 653, 655, 658, 661, 667, 670, 694, 699, 741 Marketing & Product Guide 63

66 Mini Thematic A Great liqueurs. Easy cocktails. participation is mandatory Simple Solutions This fixture is a destination for Spirit and RTD products. MINI THEMATIC A GREAT LIQUEURS. EASY COCKTAILS Participating Products LCBO# Product Description Size Category Shelf Position Baileys Salted Caramel 750 ml Box #1 Sign: Rumchata Rum Cream Liquor 1140 ml S more Snowfall Cabot Trail Maple Cream 750 ml TOP Forty Creek Cream Liquor 750 ml Box #2 Sign: Wayne Gretzky Cream Whisky 750 ml Hot Chocolate MIDDLE Brown Jug Bourbon Cream Liqueur 750 ml Cream 5959 Baileys Irish Cream 750 ml Box #3 Sign: Amarula Cream 1140 ml Winter Wonderland Meukow Xpresso Coffee Liqueur With Cognac 750 ml BOTTOM Signage and Key Dates Promo Fixture Category signs: Install on January 28, Shelf talkers: Install the shelf talkers on January 28, Install one set on the promo fixture and the other in-section. Box Signs: There will be box signs that should be alternated on each shelf to be aligned right on the top shelf, aligned left for the second shelf and then aligned right for the third shelf. Please refer to the illustration below. Promo Fixture Sign Short 28" x 6 3 /8" Re-order# 18P12-MT1 Cocktail Box Signs 6" x 12" Re-order# DMS-18P12-MT13 Necktags ENG Re-order# DMS-18P12-MT11 BIL Re-order# DMS-18P12-MT12 Promo Fixture Sign Long 43" x 6 3 /8" Re-order# 18P12-MT2 Nesting Table Sign STORE 10 ONLY (Bilingual) Re-order# DMS-18P12-MT4 Promo Fixture Shelf Talker Re-order# DMS-18P12-MT6 64 Period 12

67 Simple Solutions Mini Thematic B Big Value, Big Flavour. participation is mandatory This period, we will be highlighting wines that are great value and good to have on hand. There is a wide array of products from premium wines for someone special to wines that are ideal for sharing. Participating Products LCBO# Product Description Size Jacob's Creek Shiraz/Cabernet 1500 ml Fuzion Alta Torrontes Pinot Grigio 750 ml Grand Sud Merlot 1000 ml French Cross Chardonnay 1500 ml Pelee Island Blanc De Blanc VQA 1500 ml Jackson-Triggs Merlot 750 ml Folonari Pinot Grigio Delle Venezie IGT Bag in Box 3000 ml Mcguigan Black Label Cabernet Sauvignon 750 ml Cesari Adesso Merlot D'Italia 1500 ml Merchandising Instructions Insert the provided category sign into the sign band on the Mini Thematic B Fixture. Merchandise the pre-printed Shelf Talkers in front of the participating products on the Mini Thematic B Fixture and in section. Promo Fixture Sign Short (English/Bilingual) Re-order# 18P12-MT3 BIG VALUE, BIG FLAVOUR. Nesting Table Sign STORE 10 ONLY (Bilingual) Re-order# DMS-18P12-MT4 MINI THEMATI C B - BIG VALUE, BIG FLAVOUR Promo Fixture Shelf Talker (English/Bilingual) Re-order# DMS-18P12-MT8 Marketing & Product Guide 65

68 Simple Solutions 66 Period 12

69 Front End Merchandiser This is a sold program. Participation is mandatory. Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Participating Stores 1, 4, 5, 10, 11, 12, 14, 17, 18, 19, 20, 21, 23, 24, 26, 31, 33, 35, 36, 38, 41, 50, 51, 55, 58, 59, 63, 64, 65, 68, 70, 74, 79, 80, 82, 86, 90, 93, 95, 97, 101, 102, 106, 115, 130, 140, 143, 148, 149, 153, 154, 156, 164, 165, 186, 188, 190, 192, 195, 198, 200, 201, 207, 209, 210, 211, 216, 217, 218, 221, 226, 227, 228, 233, 243, 248, 249, 250, 252, 253, 263, 270, 278, 279, 288, 295, 298, 300, 310, 311, 312, 321, 325, 326, 334, 343, 344, 346, 351, 353, 359, 360, 362, 366, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 391, 392, 397, 400, 401, 404, 411, 415, 420, 427, 428, 431, 432, 434, 436, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 481, 485, 486, 490, 491, 494, 495, 500, 501, 521, 522, 523, 528, 533, 540, 542, 544, 545, 549, 551, 554, 555, 556, 563, 564, 572, 573, 580, 585, 587, 590, 593, 602, 605, 609, 617, 618, 624, 627, 629, 630, 631, 632, 633, 640, 641, 643, 649, 652, 653, 655, 658, 661, 667, 670, 694, 699, 741 Marketing & Product Guide 67

70 Front End Merchandiser (FEM) participation is mandatory Simple Solutions FEM Sold Space Program The Front End Merchandiser program (FEM) has proven to generate incremental sales, create consistency across the stores, and encourage customers to discover new products. This is a sold program and participation is mandatory. Signage will be shipped to participating stores each Period. Participating Products LCBO# Description Size Offer Melini Chainti DOCG 750 ml $2.00 LTO Melini Orvieto Classico DOC 750 ml $2.00 LTO Merchandising Instructions For Period 12, the Sold Space program will feature Melini Chainti DOCG and Melini Orvieto Classico DOC products. It is imperative that stores reconfigure the shelves on the sold space display in order to feature these products effectively. Stores are required to use 3 shelves plus the plinth/base (i.e. The featured products should be water-falled on 3 shelves). The top shelf is used to display the box sign provided. Signage Components Pre-printed Shelf Talkers Box Sign Re-order# DMS-18P12-FM1 Box Sign Shelf Talker 68 Period 12

71 Simple Solutions Front End Merchandiser (FEM) participation is mandatory Stores participating in the Front End Merchandiser Program must also set up the core 200 ml Spirits Program. Core 200 ml Spirits PPG Program The top 10 selling 200 ml Spirits, sorted by Product Profile Grouping (PPG), are to be set up on priority cash #2 (i.e. the cash desk that receives the second highest traffic). See the sample floor plans in your Front End Merchandiser Sold Space Implementation Guide for the location of the display. The display does not change from Period to Period as it is intended to protect the majority of sales generated from the Front End Merchandisers. Stores MUST list the Core SKUs that are associated to the PPG (Core 200 ml s DO NOT count against a store s total approved SKU count). The Core SKUs cannot be delisted. For the Core 200 ml Spirits feature, stores are required to use four shelves and plinth/base (i.e. two (2) products per shelf, total five shelves are required). 200 ml & 375 ml discretionary displays Think Shrink 750 ml Merchandiser PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) The current direction for merchandising varies by region so stores are to contact their District Managers for direction in each district. Participating stores should have received fixtures for the Think Shrink 750 ml Merchandiser. Participating Stores 4, 6, 10, 13, 17, 22, 23, 41, 55, 63, 65, 74, 82, 95, 97, 102, 125, 132, 139, 144, 145, 153, 156, 168, 191, 196, 198, 201, 210, 211, 227, 229, 233, 237, 244, 250, 252, 253, 260, 270, 276, 276, 279, 286, 288, 298, 300, 325, 326, 344, 359, 367, 371, 381, 383, 386, 390, 392, 394, 397, 398, 401, 404, 411, 417, 420, 427, 437, 443, 452, 453, 459, 469, 470, 474, 474, 477, 486, 490, 491, 495, 497, 500, 511, 523, 536, 538, 544, 546, 549, 550, 551, 554, 555, 564, 569, 571, 573, 579, 580, 587, 601, 605, 617, 619, 627, 632, 633, 634, 635, 638, 640, 641, 643, 644, 645, 646, 651, 652, 653, 655, 656, 657, 658, 694, 697, 698, 699, 703, 706, 741, 776 PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) Above example is based on Type 3. Staff Picks Basket Marketing & Product Guide 69

72 Front End Merchandiser (FEM) participation is mandatory Simple Solutions Front End Merchandiser Core List 2016/17 LCBO# Description Size BEER AND CHASERS Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Wiser s Deluxe 200 ml Bacardi Superior 200 ml Alberta Premium 200 ml Forty Creek Barrel Select 200 ml Grand Marnier 200 ml Jack Daniel s Tennessee Whiskey 200 ml COOL CONVENIENCE Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Wiser's Deluxe 200 ml Polar Ice Vodka 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Jack Daniel's Tennessee Whiskey 200 ml Jägermeister 200 ml PREMIUM DESTINATION Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Absolut Vodka 200 ml Jack Daniel's Tennessee Whiskey 200 ml St Remy Brandy 200 ml Canadian Club Premium 200 ml Jameson Irish Whiskey 200 ml Baileys Irish Cream 200 ml Grey Goose Vodka 200 ml Jägermeister 200 ml MAINSTREAM SPIRITS Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Wiser's Deluxe 200 ml Canadian Club Premium 200 ml Absolut Vodka 200 ml Jägermeister 200 ml Jack Daniel's Tennessee Whiskey 200 ml 70 Period 12 LCBO# Description Size BIG BRANDS Smirnoff Vodka (P.E.T.) 200 ml Fireball Whisky Shooter 200 ml Baileys Irish Cream 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Wiser's Deluxe 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Walker's Special Old 200 ml Canadian Club Premium 200 ml GLOBAL ROOTS Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Canadian Club Premium 200 ml Grant's Family Reserve 200 ml Jack Daniel's Tennessee Whiskey 200 ml Polar Ice Vodka 200 ml Bacardi Superior 200 ml Appleton Estate V/X Rum Signature Blend 200 ml UP-SPEND MAINSTREAM Smirnoff Vodka (P.E.T.) 200 ml Iceberg Vodka 200 ml Baileys Irish Cream 200 ml Canadian Club Premium 200 ml Polar Ice Vodka 200 ml Fireball Whisky Shooter 200 ml Absolut Vodka 200 ml St Remy Brandy 200 ml Jack Daniel's Tennessee Whiskey 200 ml Bacardi Superior 200 ml

73 Spirited Pick This is a sold program. Participation is mandatory. Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Participating Stores - All Stores Marketing & Product Guide 71

74 Spirited Pick Simple Solutions Spirited Pick Basket Fixture It s been proven over and over again that Basket Fixtures are an extremely effective way of increasing sales of any product. Participating Products LCBO# DESCRIPTION OFFER SIZE MIX WITH Remy Martin $3.00 LTO 375 ml Coffee with Steamed Milk & Sugar Double Chocolate Vodka $2.00 LTO 375 ml Coffee Liqueur Merchandising Instructions Merchandise the participating products in the basket. Stores participating in the Front End Merchandiser (FEM) program For a list of participating stores, please refer to the Front End Merchandiser section of this guide. Please use a White Marker (reorder from Staples, Item# JIFEK400WT) to fill in product information on signs. Please be sure to include on the sign the Mix With information which your customers will surely find helpful. Signs are printed double-sided to provide stores with the option of choosing one or two products at any one time simply flip it over. This is an ongoing initiative. Non-FEM stores Stores are encouraged to merchandise these great offers if baskets and space are available. Please try to re-purpose existing baskets. Additional baskets are NOT available for ordering at this time. Please follow all Health and Safety regulations. Re-order Code Basket Signs: DMS-FEM Black Signs 72 Period 12

75 Seasonal & New Product Fixture Program Overview To keep this program fresh and engaging to our customers, a new set of signage with seasonal colours will be sent to stores this period. Please continue to merchandise New and Seasonal Products on this fixture as suggested by theme and corresponding signage. Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Participating Stores - please refer to the Period 12 Worksheets for stores list Marketing & Product Guide 73

76 Seasonal & New Product Fixture Simple Solutions Signage and Re-order Information In an effort to make merchandising easier we have provided recommendations. Please merchandise the products under the specified theme. A staff picks box sign option has also been provided for stores to merchandise based on their discretion. Please keep these signs up until the end of P Winter Arrivals/Winter Arrivals Nouveaux Arrivages Category Sign (English/Bilingual Blank) Re-order# 18W11-SF1 Use the fixture sign with Winter Arrivals 2. On Shelf box signs Re-order# 18W11-SF2 Please use the box signs as required to merchandise products for each specific theme Upcoming Product Release Schedule Period 12 LCBO# Description Retail Size (ml) FIRESIDE SIPPERS Peller Family Series Cabernet Merlot VQA $ Rebellion Shiraz $ Sabor Real Tempranillo Toro, Do $ Julia Florista Red $ Lab Red Lisboa, Vr $ Anciano Clasico Garnacha Valencia, Do $ Relax Red Blend, Rheinhessen $ Black Forest Cuvee Red, Baden $ Vicente Faria Animous Douro, Do $ Collavini Merlot Villa Canlungo Venezia Giulia Igt $ Ava Grace Red Blend $ Stave and Steel Cabernet Sauvignon $ Three Thieves Cabernet Sauvignon $ Period 12

77 Simple Solutions Seasonal & New Product Fixture Upcoming Product Release Schedule Period 12 LCBO# Description Retail Size (ml) DINNER WHITES Girls' Night Out Pinot Grigio - Riesling VQA $ Rebelion Pinot Grigio $ Julia Florista White $ Freixenet Mia White $ Loosen Up Riesling, Rheinhessen $ Dachshund Pinot Grigio, Rheinhessen $ Stubborn Ass White, Rheinhessen $ Deinhard 1794 Riesling Moscato, Wurttemberg $ Casal Garcia Vinho Verde, Do $ Crudo Organic White Sicily, Igt $ Pecorino Abruzzo, Doc Costa Del Mulino, Frentana $ Laurent Miquel Vendanges Nocturnes Rose (LIC ONLY) $ Ava Grace Sauvignon Blanc $ Three Thieves Pinot Grigio $ WINTER SPARKLERS Sandara Frizzante Rose - SEASONAL $ Santero Sweetheart Spumante - SEASONAL $ TREND SETTERS SoCIAL Lite Lemon Cucumber Mint $ Ciroc French Vanilla $ Ciroc Original $ Bailey's Strawberries & Cream $ WINTER BREWS Cuvee du Chateau St. Ambroise Russian Imperial Stout Oskar Blues 10 Fidy Bourbon Barrel Quad Nogne O Rye Porter Samuel Smiths Organic Chocolate Stout Deus Brut des Flanders Rodenbach Vintage Driftwood Brewery Blackstone Porter Val-Dieu Grand Cru Straffe Hendrik Quadruple Yeti Imperial Stout Abbaye Des Rocs Triple Karmeliet Strong Belgian Ale Magnum 330 Marketing & Product Guide 75

78 Seasonal & New Product Fixture Simple Solutions Upcoming Product Release Schedule Period 12 LCBO# Description Retail Size (ml) WINTER BREWS Komes Baltic Porter Samichlaus $ St Feuillien Cuvee de Noel Xtra Strong Belgia Spencer Trappist Ale $ Period 12

79 Always Taking Care Social Responsibility In-store Signage Participating Stores All Stores Check 25 (25 or Younger) Program Window Showcard Metal Floor Stand Sign Tent Card Perpendicular Shelf Talker (3 x 3 ) Second-Party Purchase Program Perpendicular Shelf Talker (3 x 6 ) Both Programs Front End Merchandiser Sign Poster POS Screen PA Announcement 2018 Provincial Donation Box Program Through our provincial Donation Box Program, the LCBO is helping to improve the lives of countless Ontarians in the communities where we work and live. Period 12 (January 28, 2018 February 24, 2018) Our featured charities on the Donation Box program this promotional period are: The Arthritis Society Ontario Division - Donation Box Right to Play - Donation Box Marketing & Product Guide 77

80 Social Responsibility In-store Signage Simple Solutions CHECK 25 (25 or YOUNGER?) PROGRAM The Check 25 (25 or Younger?) Program requests that customers who are 25 or younger, or appear to be, to have their valid i.d. ready to be checked. The aim is to build further awareness among our customers, encourage individuals to be proactive by having their i.d. s ready if they are 25 or younger, and to help LCBO staff ensure that alcohol is not sold to minors. Please remove/recycle previous versions of the Check 25 signs. SECOND-PARTY PURCHASE Preventing sales to minors and those who are intoxicated is a year-round responsibility that we take very seriously. When staff has reasonable grounds to believe someone is buying for a minor, the Liquor Licence Act gives them the right and responsibility to refuse the sale. The Did you know 19+ in-store signage program informs customers about this policy and reinforces our commitment to responsible service. Please remove/recycle these signs Please remove/recycle previous versions of the Check 25 signs. 78 Period 12

81 Simple Solutions Social Responsibility In-store Signage Participating Stores All Stores Signage Components and Merchandising Instructions Please ensure that all signage components are replaced when they start peeling, begin to faded or look worn out. Check 25 (25 or Younger?) Program 1. Window Show Card (Bilingual) This sign was shipped to stores with three or more Window Show Card fixtures. Install the sign on every third show card as part of the rotation with the current promotion turn s show cards. Do not discard or replace this show card at the end of the promotional turn; it is to stay installed until further notice. Re-order# DMS-SRP Metal Floor Stand Sign (English/French) Place metal stand with the 25 or Younger? sign in a prominent location near the entrance of the store (but not in the vestibule as that s where the parking lot sign is sometimes displayed) or at the front of the cash where you might see the Deal of the Week display. The stand should not go behind the cash, but rather in front of the cash as customers approach to check out. Re-order# DMS-SRP Tent Card (Bilingual) Display the Tent Card on the Tasting Bar and/or in the special events kitchen for all in-store tastings and events. Re-order# DMS-SRP-404 Do I look 25 to you? At the LCBO, we never guess your age. So, if you re 25 or younger, have your ID ready. Ai-je l air d avoir 25 ans selon vous? À la LCBO, nous ne tentons jamais de deviner votre âge. Si vous avez 25 ans ou moins, ayez une pièce d identité en main. Marketing & Product Guide 79

82 The LCBO never guesses. See if you can. lcbo.com/cardornot Social Responsibility In-store Signage Simple Solutions Check 25 (25 or Younger?) Program 4. Perpendicular Shelf Talker 3" x 3" (English/French) At Store Manager s discretion, display the Perpendicular Shelf Talker in sections where customers 25 years of age and younger most frequently shop. Each kit contains 20 pieces. Clips can be ordered through Central Supply (#691451) Re-order# DMS-SRP-405 Second-Party Purchase Program 1. Perpendicular Shelf Talker 3" x 6" (English/French) Store Manager s discretion, display the Perpendicular Shelf Talker in-section. Each kit contains 10 pieces. Clips can be ordered through Central Supply (#691451) Re-order# DMS-SRP-406 Signs for both programs 1. Front End Merchandiser Sign (Bilingual) This sign is to be alternated between both the 25 or Younger? and Second-Party Purchase program on all Front- End Merchandisers. Affix the Velcro dots on the sign, on the bottom corners, and on the wall of the Front-End Merchandiser Fixture. 2. Poster (English/French) At Store Manager s discretion, display both 25 or Younger? and Second-Party Purchase posters on the Community Board or within the customers line of vision as they approach the cash counter. Re-order Codes Check 25 (25 or Younger?): Re-order# DMS-SRP-408 Second-Party Purchase: Re-order# DMS-SRP-409 PLACE DOUBLE SIDED TAPE HERE Do I look 25 to you? At the LCBO, we never guess your age. So, if you re 25 or younger, have your ID ready. Ai-je l air d avoir 25 ans selon vous? À la LCBO, nous ne tentons jamais de deviner votre âge. Si vous avez 25 ans ou moins, ayez une pièce d identité en main. Check 25 Program Re-order# DMS-SRP-407 Do I look 25 to you? Even a good guess is no guarantee. At the LCBO, we never guess. That s why we asked to see over 14.4 million IDs last year. So, if you re 25 or younger, have your ID ready. Check 25 Program 4. PA Announcements (Bilingual) The in-store music includes Check 25 and Second-Party Purchase program announcements. The announcements rotate every 15 minutes, in English and French, between music. Re-order # DMS-SRP-407 PLACE DOUBLE SIDED TAPE HERE Second-party Purchase Program Re-order# DMS-SRP-413 Second-Party Purchase 7754 Re-order # DMS-SRP-409 MS-SRP Period 12

83 Always Taking Care Exterior Springer Sign Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Participating Stores All Stores Marketing & Product Guide 81

84 Exterior Springer Sign Simple Solutions Components & Re-ordering Exterior Springer Sign (English/French) Re-order# 18P11-SS1 Take Down: February 24th, 2018 Merchandising Instructions Please continue to display the "Check 25" Exterior Springer sign. Bonus AIR MILES Exterior Springer Sign (English/Bilingual) This is permanent signage. Please keep installed until further notice. If you have more than one Exterior Springer Sign fixture, please display the Air Miles sign. Ensure that the sign placement does not pose a potential health and safety risk. Do not display the signs outside when there are strong winds, the display may tip over and cause injury. 82 Period 12

85 Shopping Cart Sign The inside of the shopping cart should always feature the Sold Supplier Program and the outside is always reserved for Social Responsibility messaging. The Social Responsibility sign is bilingual. The supplier signs are English and Bilingual depending on your store. Signs are to be installed by the start of the promotion. Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Participation is mandatory for the following designated stores 1, 4, 5, 6, 10, 15, 17, 21, 22, 23, 24, 26, 31, 33, 34, 35, 36, 38, 39, 41, 44, 45, 48, 49, 51, 55, 57, 58, 59, 61, 62, 64, 65, 70, 71, 74, 77, 79, 80, 82, 83, 84, 93, 95, 101, 102, 106, 115, 125, 130, 132, 139, 140, 144, 145, 148, 149, 150, 154, 156, 163, 164, 166, 167, 168, 171, 179, 187, 190, 191, 195, 196, 198, 200, 207, 209, 210, 211, 212, 214, 216, 217, 218, 221, 226, 227, 228, 229, 233, 234, 237, 243, 244, 250, 252, 253, 260, 263, 265, 267, 270, 276, 279, 286, 287, 288, 300, 310, 311, 312, 325, 326, 329, 340, 344, 345, 346, 351, 353, 355, 359, 360, 361, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 399, 401, 402, 404, 407, 408, 411, 412, 416, 417, 420, 428, 432, 436, 437, 438, 440, 443, 444, 445, 446, 449, 453, 454, 456, 457, 459, 465, 467, 474, 477, 481, 485, 486, 490, 491, 494, 495, 497, 499, 500, 502, 505, 507, 509, 511, 518, 521, 522, 523, 528, 534, 536, 537, 539, 540, 542, 544, 546, 549, 550, 551, 554, 555, 556, 559, 564, 566, 569, 571, 572, 573, 575, 579, 580, 585, 587, 590, 593, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 640, 641, 643, 644, 645, 651, 652, 653, 654, 655, 657, 658, 660, 661, 665, 667, 670, 671, 684, 685, 694, 695, 698, 699, 702, 703, 706, 741, 771, 776 Marketing & Product Guide 83

86 Shopping Cart Sign participation is mandatory Simple Solutions Thematic Sign (Sold to the Trade) Re-order# DMS-18P12-SC1 Participating Products LCBO# Description Size Offer Melini Chainti 750 ml $2.00 LTO Social Responsibility Sign Key Dates Do not remove until further notice. Check 25 Shopping Cart Sign Re-order# DMS-SRP-411 Merchandising Instructions Second Party Purchase Shopping Cart Sign Re-order# DMS-SRP-412 Replace the Giving Back in Our Community shopping cart signs from the outside of the shopping carts and replace with the Check 25 and Second Party Purchase shopping cart signs, alternating between the two pieces. 84 Period 12

87 Bonus AIR MILES reward miles This is a sold program. Participation is mandatory. Participating Stores - please refer to the Period 12 Worksheets for stores list Marketing & Product Guide 85

88 Bonus AIR MILES reward miles this is permanent signage Simple Solutions Overview All stores received the following signage components to increase the awareness of the Bonus AIR MILES reward miles program. Components & Re-order# s Component Parking Lot Sign Re-order# BAM-PLS Version English/Bilingual Window Decal English Re-order# DMS-BAM-WD-177 Bilingual Re-order# DMS-BAM-WD Version English/Bilingual Generic Backer Card Re-order# BAM-BC Version English/Bilingual Perpendicular Shelf Talker Re-order# DMS-BAM-ONS Version English/Bilingual 20/per bundle At Store Managers discretion, merchandise the AIR MILES Perpendicular Shelf Talkers throughout the store using Perpendicular Shelf Talker Clips (PSTC201404). Image 86 Period 12

89 Wine Fridge This is a Sold Program and participation is mandatory. Participating products have paid for premium shelf positioning. Stores must bring in participating products for display in the wine fridge. For product and Planoguide questions please call: Bobby Panchu Product Manager European Wines Laura Ruffolo Acting, Product Manager Ontario Wines Marketing & Product Guide 87

90 Wine Fridge Turn 3 (PT12 PT2) Simple Solutions Participating Stores Group A Stores 1, 5, 10, 15, 18, 19, 21, 25, 31, 36, 38, 40, 41, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 234, 242, 243, 269, 279, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 386, 388, 390, 391, 393, 394, 398, 412, 428, 431, 432, 434, 437, 438, 444, 445, 452, 453, 457, 470, 486, 494, 497, 499, 505, 511, 528, 534, 536, 542, 545, 555, 556, 566, 568, 569, 572, 573, 590, 619, 623, 624, 627, 630, 631, 632, 641, 698, 741, 771, 776 Group B Stores 14, 20, 22, 23, 24, 26, 27, 33, 34, 43, 44, 45, 50, 51, 52, 55, 58, 59, 60, 61, 62, 63, 64, 68, 70, 72, 74, 77, 80, 81, 82, 86, 87, 95, 97, 101, 102, 106, 110, 115, 124, 125, 130, 132, 139, 144, 145, 152, 154, 155, 168, 179, 183, 187, 188, 190, 191, 192, 194, 196, 197, 200, 201, 202, 205, 209, 210, 211, 213, 216, 218, 219, 221, 222, 225, 229, 236, 244, 248, 249, 252, 255, 263, 266, 268, 270, 278, 287, 297, 300, 302, 310, 312, 313, 321, 325, 340, 341, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 387, 392, 395, 397, 399, 400, 401, 406, 407, 415, 416, 417, 427, 436, 454, 456, 458, 459, 465, 490, 491, 495, 501, 502, 518, 521, 526, 532, 533, 537, 539, 540, 544, 546, 549, 550, 553, 554, 559, 564, 575, 579, 580, 582, 584, 586, 593, 601, 602, 605, 614, 617, 626, 629, 633, 634, 635, 637, 638, 642, 643, 644, 649, 653, 658, 660, 667, 670, 694, 695, 697, 699, 700 Group C Stores 3, 4, 7, 9, 11, 12, 13, 16, 32, 39, 49, 57, 73, 84, 85, 94, 96, 99, 103, 105, 109, 112, 119, 122, 137, 153, 157, 160, 161, 167, 175, 181, 186, 193, 199, 223, 224, 227, 230, 231, 233, 238, 239, 251, 253, 254, 259, 261, 264, 273, 275, 281, 284, 286, 289, 299, 305, 306, 314, 316, 318, 324, 327, 333, 335, 345, 349, 354, 366, 370, 372, 374, 380, 402, 403, 404, 408, 418, 419, 423, 430, 435, 441, 443, 461, 473, 481, 485, 496, 504, 509, 517, 552, 562, 578, 581, 596, 598, 609, 618, 640, 645, 651, 661, 671, 677, 685, 703, 706 Group D Stores 6, 17, 28, 29, 30, 35, 42, 46, 47, 48, 53, 54, 56, 65, 69, 71, 78, 79, 88, 90, 91, 93, 98, 107, 113, 116, 123, 128, 136, 158, 165, 166, 169, 174, 178, 208, 220, 232, 237, 246, 247, 250, 258, 260, 265, 276, 293, 294, 296, 298, 301, 320, 323, 330, 331, 363, 364, 365, 369, 383, 389, 411, 414, 420, 425, 426, 429, 446, 449, 450, 462, 467, 468, 469, 471, 477, 482, 483, 484, 492, 500, 510, 516, 519, 522, 523, 527, 529, 530, 538, 547, 551, 561, 571, 585, 587, 589, 594, 612, 616, 639, 646, 650, 652, 654, 655, 657, 665, 702 Re-ordering Hot Buttons For additional signage, please call to place an order. Available Chilled Re-order# DMS-OP16-HBW-350 (for General List products) Re-order# DMS-OP16-HBW-351 (for Vintages products) "Available Chilled" Hot Button (General List Products) Re-order# DMS-OP16-HBW-350 "Available Chilled" Hot Buttons (Vintages Products) Re-order# DMS-OP16-HBW Period 12

91 Ontario Wine Programs Our Wine Country Ontario Superstars Popular Pick Our Wine Country FSI VQA Staff Tasting Program VQA Staff Picks Backer Card Ontario Customer Favourite Shelf Talker 2017 Ontario Wine Awards 2016 National Wine Awards Marketing & Product Guide 89

92 Our Wine Country Ontario Superstars Simple Solutions Ontario Wines Superstars This program typically places a spotlight on one (1) red and one (1) white Ontario VQA wine every period. These products are expertly paired with a delicious food recipe to inspire customers to support local. This is a sold space program and participation is mandatory. The Our Wine Country Ontario Superstars Program is updated every promotional Period. Stores must order products required (minimum of three (3) cases per SKU). Key Dates Install: January 28, 2018 Take Down: February 24, 2018 GROUP 1: Cut Case Displays Participating Stores Participating Products LCBO# Product Size Raven Conspiracy Deep Dark Red VQA 750 ml G. Marquis The Red Line Pinot Grigio VQA 750 ml 1, 3, 5, 6, 8, 11, 12, 13, 14, 15, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 31, 34, 35, 36, 38, 39, 43, 44, 45, 47, 50, 54, 56, 57, 58, 59, 60, 61, 62, 63, 64, 72, 73, 77, 79, 80, 83, 85, 86, 90, 95, 97, 101, 102, 103, 106, 124, 125, 132, 140, 143, 145, 148, 153, 154, 155, 156, 160, 163, 165, 167, 168, 171, 179, 182, 183, 186, 188, 190, 191, 195, 198, 199, 200, 201, 202, 203, 209, 210, 212, 214, 216, 217, 218, 226, 237, 238, 242, 243, 244, 246, 248, 249, 255, 265, 268, 269, 270, 278, 287, 288, 289, 295, 298, 306, 311, 312, 313, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 354, 355, 359, 360, 361, 362, 366, 367, 371, 373, 374, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 393, 394, 397, 398, 400, 406, 408, 415, 416, 419, 426, 427, 428, 429, 431, 434, 438, 446, 450, 452, 456, 458, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 502, 505, 511, 518, 521, 523, 528, 533, 534, 536, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 566, 568, 569, 572, 573, 575, 579, 584, 586, 589, 590, 601, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 637, 638, 642, 643, 698, 700, 702, 703, 771, 776 Merchandising Instructions Use selected product to build a Cut Case display next to the VQA Cube Fixture. Install the pre-printed Cut Case Backer Card onto the Cut Case display. Install the pre-printed Pricer Card into the front of the Cut Case display. Install the pre-printed Shelf Talkers in-section in front of the participating products. Signage and Re-ordering Ontario Wines Superstars Cut Case Display Kit: Cut Case Backer Cards x 2 Pricer Cards x 2 Shelf Talkers x 2 Re-order# 18P12-OW1 Cut Case Display (Example only) 90 Period 12 Shelf Talker Pricer Cards Cut Case Backer #1 Cut Case Backer #2

93 Simple Solutions Our Wine Country Ontario Superstars GROUP 2: Shelf Talkers Only Participating Stores 16, 29, 30, 42, 46, 52, 66, 67, 69, 70, 75, 76, 78, 81, 83, 87, 88, 89, 91, 92, 94, 96, 98, 99, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 126, 127, 128, 129, 131, 133, 136, 137, 138, 141, 142, 146, 147, 151, 152, 157, 158, 159, 161, 162, 166, 169, 170, 172, 173, 174, 176, 178, 180, 181, 184, 189, 193, 194, 197, 204, 205, 208, 213, 219, 220, 222, 223, 224, 225, 230, 231, 232, 235, 236, 239, 240, 241, 245, 247, 251, 254, 256, 257, 258, 259, 260, 261, 262, 264, 266, 267, 270, 271, 272, 273, 274, 276, 277, 280, 281, 282, 283, 284, 285, 290, 291, 292, 293, 294, 296, 297, 299, 301, 302, 303, 304, 305, 307, 308, 314, 316, 317, 318, 319, 322, 323, 327, 328, 330, 331, 332, 335, 336, 337, 338, 339, 347, 348, 349, 350, 352, 355, 364, 368, 369, 370, 372, 375, 377, 379, 380, 395, 399, 405, 409, 413, 414, 421, 422, 423, 430, 433, 435, 439, 440, 441, 442, 447, 448, 449, 451, 454, 455, 460, 462, 463, 464, 466, 468, 471, 472, 473, 474, 475, 476, 478, 479, 480, 482, 484, 487, 488, 489, 492, 493, 496, 504, 506, 507, 510, 514, 516, 517, 519, 520, 524, 527, 529, 530, 531, 541, 543, 547, 548, 550, 557, 558, 560, 561, 562, 565, 567, 570, 574, 576, 577, 578, 581, 582, 588, 591, 594, 595, 596, 597, 599, 603, 604, 606, 607, 610, 612, 613, 615, 622, 626, 631, 700, 007, 009, 032, 048, 049, 051, 053, 071, 139, 275, 309, 315, 320, 333, 358, 363, 403, 410, 418, 420, 436, 512, 515, 526, 535, 538, 583, 598, 636, 639, 697 Merchandising Instructions Re-ordering Install pre-printed Shelf Talkers in-section in front of the participating products. GROUP 3: VQA Gondola Fixture Participating Stores 4, 6, 10, 17, 33, 41, 49, 55, 65, 74, 82, 84, 93, 130, 144, 149, 156, 164, 196, 207, 211, 221, 227, 228, 229, 233, 234, 250, 263, 276, 279, 286, 300, 310, 351, 391, 402, 404, 411, 432, 437, 443, 444, 449, 453, 474, 481, 483, 485, 486, 509, 516, 526, 532, 551, 554, 556, 563, 564, 571, 580, 587, 593, 602, 609, 627, 633, 640, 644, 649, 651, 652, 653, 655, 661, 677, 694, 695, 699, 706, 741, 084, 252, 401, 658, 040, 532, 115, 187, 392, 417, 445, 497, 522, 523, 641, 253, 407, 412, 624, 490 Merchandising Instructions Stores that have ONE (1) VQA Gondola Fixture are to install the double bottle Backer Card on a single End Aisle display. Stores that have TWO (2) VQA Gondola Fixtures are to install each wine Backer Cards on two (2) separate End Aisle displays. Merchandise each participating product on the top shelf of the VQA gondola fixture along with the corresponding pre printed Shelf Talkers provided. Signage Components and Re-ordering Ontario Superstars Pre-printed Shelf Talkers Re-order# 18P12-OW3 Ontario Superstars (x2): Our Wine Country Ontario Superstars Single/Double Bottle Backer Card (double-sided) Pre-printed Shelf Talkers Re-order# 18P12-OW4 VQA Gondola Fixture (Example only) Single Bottle Backer Card Single Bottle Backer Card Double Bottle Backer Card Marketing & Product Guide 91

94 Popular Pick this is a sold program. participation is mandatory Simple Solutions Overview This is a sold space program and participation is mandatory. Each turn, one International Canadian Blend product is featured, supported by a LTO or BAM offer. Stores must order the featured Popular Pick product (minimum of three cases). Key Dates Install: January 28, 2018 Take Down: February 26, 2018 Participating Products LCBO# Product Size Offer Peller Estates French Cross Cabernet Sauvignon Bag in Box 4000 ml $3.00 LTO Participating Stores 16, 29, 30, 42, 46, 52, 66, 67, 69, 70, 75, 76, 78, 81, 83, 87, 88, 89, 91, 92, 94, 96, 98, 99, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 126, 127, 128, 129, 131, 133, 136, 137, 138, 141, 142, 146, 147, 151, 152, 157, 158, 159, 161, 162, 166, 169, 170, 172, 173, 174, 176, 178, 180, 181, 184, 189, 193, 194, 197, 204, 205, 208, 213, 219, 220, 222, 223, 224, 225, 230, 231, 232, 235, 236, 239, 240, 241, 245, 247, 251, 254, 256, 257, 258, 259, 260, 261, 262, 264, 266, 267, 270, 271, 272, 273, 274, 276, 277, 280, 281, 282, 283, 284, 285, 290, 291, 292, 293, 294, 296, 297, 299, 301, 302, 303, 304, 305, 307, 308, 314, 316, 317, 318, 319, 322, 323, 327, 328, 330, 331, 332, 335, 336, 337, 338, 339, 347, 348, 349, 350, 352, 355, 364, 368, 369, 370, 372, 375, 377, 379, 380, 395, 399, 405, 409, 413, 414, 421, 422, 423, 430, 433, 435, 439, 440, 441, 442, 447, 448, 449, 451, 454, 455, 460, 462, 463, 464, 466, 468, 471, 472, 473, 474, 475, 476, 478, 479, 480, 482, 484, 487, 488, 489, 492, 493, 496, 504, 506, 507, 510, 514, 516, 517, 519, 520, 524, 527, 529, 530, 531, 541, 543, 547, 548, 550, 557, 558, 560, 561, 562, 565, 567, 570, 574, 576, 577, 578, 581, 582, 588, 591, 594, 595, 596, 597, 599, 603, 604, 606, 607, 610, 612, 613, 615, 622, 626, 631, 700 Merchandising Instructions Build a Cut Case display using the Popular Pick Backer Card next to VQA Cube Fixture, near the front of your store. Signage and Re-ordering Popular Pick: Cut Case Backer Card Re-order# 18P12-OW2 NOTE: Participating stores will also receive two (2) Ontario Superstar Shelf Talkers to be merchandised in-section, in front of corresponding products. Please refer to the Our Wine Country Ontario Superstar section for key dates and participating products. 92 Period 12

95 Simple Solutions VQA Staff Pick Backer Card this is permanent signage Key Dates Install Date: Upon Receipt Take Down Date: Until further notice Merchandising Instructions: Please replace the old VQA STAFF PICKS Backer Card with the new Our Wine Country STAFF PICKS Backer Card immediately. Bilingual designated stores must display the bilingual side of the sign facing customer. Be sure to let us know if your store requires an English or Bilingual version. Permanent Signage Staff Picks Backer Card English Participating Stores 7, 33, 41, 49, 51, 55, 65, 68, 82, 130, 144, 177, 207, 211, 221, 227, 229, 233, 234, 250, 263, 276, 278, 341, 351, 364, 384, 391, 404, 420, 425, 437, 443, 453, 457, 477, 485, 500, 509, 526, 537, 550, 551, 554, 556, 571, 580, 587, 602, 609, 627, 633, 640, 644, 645, 646, 649, 652, 653, 654, 655, 657, 661, 667, 694, 695, 699, 706, 741 Components VQA Staff Picks Backer Card Re-order# English: DMS-STBK001 Bilingual: DMS-STBK002 Staff Picks Backer Card Bilingual Marketing & Product Guide 93

96 Our Wine Country Group 1: VQA Cube Fixture this is a sold program. participation is mandatory Simple Solutions Our Wine Country VQA Cube Fixture Features four Ontario VQA products. Stores must order the products required (minimum of one case per SKU) Participating Stores 1, 2, 3, 5, 7, 8, 10, 13, 14, 15, 16, 19, 20, 21, 22, 23, 25, 26, 27, 31, 32, 34, 35, 36, 37, 38, 39, 43, 44, 45, 46, 47, 49, 50, 53, 57, 58, 59, 60, 61, 62, 63, 64, 70, 72, 73, 77, 83, 86, 90, 95, 97, 99, 102, 106, 110, 125, 132, 140, 141, 143, 145, 148, 149, 153, 154, 155, 163, 167, 168, 171, 175, 179, 182, 183, 188, 191, 192, 194, 195, 198, 199, 200, 201, 202, 209, 210, 212, 214, 216, 217, 218, 226, 237, 238, 242, 243, 244, 246, 248, 249, 255, 260, 265, 266, 268, 269, 270, 287, 288, 295, 297, 298, 311, 312, 313, 320, 321, 324, 325, 326, 329, 334, 340, 341, 343, 344, 345, 346, 353, 355, 358, 359, 360, 361, 366, 367, 368, 371, 372, 378, 381, 382, 383, 385, 386, 387, 388, 390, 393, 394, 397, 398, 400, 402, 406, 416, 425, 427, 428, 431, 432, 434, 438, 449, 452, 454, 456, 459, 461, 465, 467, 469, 470, 474, 491, 494, 495, 499, 500, 501, 505, 511, 516, 518, 521, 528, 533, 534, 536, 538, 539, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 589, 590, 601, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 642, 643, 646, 650, 656, 657, 665, 698, 700, 702, 703, 771, 776 Participating Products LCBO# Product Size Offer Eastdell Pinot Grigio VQA 750 ml $2.00 LTO Pelee Island Lighthouse Semi-Sweet 750 ml $2.00 LTO Riesling VQA Lily Sparkling Rosé VQA 750 ml $1.00 LTO Henry Of Pelham Rosé VQA 750 ml $1.00 LTO Merchandising Instructions Merchandise the four participating products and pre printed Shelf Talkers on the top shelf of the VQA Cube Fixture. Keep the Our Wine Country Cube Sign installed until further notice. Ensure the new VQA 100% Ontario Side Signs (which were provided in Period 7) have been replaced. Keep the VQA 100% Ontario Category Signs installed on either side of the Cube Sign until further notice. Signage Components Our Wine Country Cube Sign (Permanent Signage) VQA 100% Ontario Cube Side Sign x 2 (Permanent Signage) Re-order# NIVQA067 Our Wine Country pre-printed Shelf Talkers x 4 Re-order# DMS-18P12-OW5 Only stores belonging to this group can order these signs. 94 Period 12 Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Cube Fixture Permanent Signage Only stores listed as participants in the Our Wine Country Cube Fixture will be able to order these signs. They are to be merchandised with the four (4) featured VQA Our Wine Country products. Our Wine Country Cube Sign VQA 100% Ontario Cube Side Sign (NIVQA060) LIGHT & CRISP TRIUS SAUVIGNON BLANC VQA Trius Winery makes fresh and crisp Sauvignon Blanc, with lemon, grapefruit and gooseberry flavours. Enjoy this beauty with grilled shrimp and summer salads. $ (XD 4 g/l) 750 ml Price subject to change without notice. While supplies last. Shelf Talkers (Example only) Take Down: September 10, 2017

97 Simple Solutions Our Wine Country Group 2: VQA Gondola Fixture this is a sold program. participation is mandatory VQA Gondola Fixture Participating Stores 4, 6, 17, 33, 41, 49, 55, 65, 68, 74, 82, 93, 130, 139, 144, 156, 164, 175, 177, 192, 196, 207, 211, 221, 227, 228, 229, 233, 234, 250, 263, 276, 278, 279, 286, 310, 351, 373, 391, 404, 411, 420, 425, 437, 443, 444, 449, 453, 457, 474, 477, 481, 483, 485, 486, 500, 509, 516, 526, 537, 538, 539, 550, 551, 554, 556, 563, 564, 571, 580, 587, 593, 602, 609, 618, 627, 633, 640, 644, 645, 646, 649, 652, 653, 654, 655, 656, 657, 661, 665, 667, 677, 694, 695, 699, 706, 741 Participating Products LCBO# Product Size Offer Eastdell Pinot Grigio VQA 750 ml $2.00 LTO Pelee Island Lighthouse Semi-Sweet Riesling VQA 750 ml $2.00 LTO Lily Sparkling Rosé VQA 750 ml $1.00 LTO Henry Of Pelham Rosé VQA 750 ml $1.00 LTO Merchandising Instructions Keep the Our Wine Country Backer Card installed on the Free Standing Insert Gondola Fixture. Merchandise the four (4) participating products on the top shelf of the VQA Gondola along with the pre printed Shelf Talkers. Signage Components Our Wine Country pre-printed Shelf Talkers x 4 Re-order# DMS-18P12-OW5 Our Wine Country Backer Card (Permanent Signage) Re-order# NIVQA066 Only stores belonging to this group can order these signs. Our Wine Country FSI VQA Gondola Fixture Permanent Signage Our Wine Country FSI Backer Card Marketing & Product Guide 95

98 VQA Staff Tasting Program Simple Solutions Overview This initiative provides all store staff the opportunity to taste and endorse Ontario wines, helping us in our commitment to promoting the Ontario Wine Industry. For specific VQA TASTING SETUP instructions please see the following page. Participating Stores All Stores Participating Products Theme/Varietal: Red Carpet Wines Key Dates Install Date: Upon tasting selections made Take Down Date: February 24, 2018 LCBO# Product Format (ml) Comment National Wine Awards of Canada Creekside Syrah/Shiraz VQA (Syrah/Shiraz): PLATINUM Wayne Gretzky Riesling VQA National Wine Awards of Canada (Riesling): SILVER G. Marquis The Red Line Merlot VQA National Wine Awards of Canada (Merlot): BRONZE National Wine Awards of Canada G. Marquis The Red Line Pinot Grigio VQA (Pinot Gris/Pinot Grigio): BRONZE Trius Brut VQA National Wine Awards (Sparkling): BRONZE Ontario Wine Awards (Unoaked Chardonnay Award): Kacaba Unoaked Chardonnay VQA GOLD MEDAL Ontario Wine Awards (Pinot Blanc/Pinot Gris Award): Sandbanks Pinot Grigio VQA GOLD MEDAL National Wine Awards of Canada (Red Blends): Fielding Estate Fireside Red VQA BRONZE MEDAL Ontario Wine Awards (White Wine of the Year and Tawse Quarry Road Organic Riesling Semi-Dry Riesling Award): GOLD MEDAL Ontario Wine Awards (Rosé/Blanc De Noirs Award): Malivoire Ladybug Rosé GOLD MEDAL NOTE: Select only two (2) products from the list for tasting Merchandising Instructions: Install your TWO (2) handwritten, My Ontario Pick Shelf Talkers in front of the endorsed product, on shelf the current promotional period only. This is a monthly program, Shelf Talkers must be taken down and replaced each Period. Components My Ontario Pick Shelf Talkers (English & French) English Version Re-order# DMS-MYPICK-01 French Version Re-order# DMS-MYPICK-011 Perpendicular Shelf Talker Clip Re-order# PSTC201404(10 clips/pkg) 96 Period 12

99 Simple Solutions VQA Staff Tasting Program Overview Every month, in conjunction with the Wine Council of Ontario, store staff are now going to have more opportunity to taste great VQA wines to share with. This enhances the program to give staff the confidence to endorse our great Ontario Wines. How it Works 1. At the beginning of the Promo Period a list of products will be loaded into the stores Location Map under a new Node VT (VQA Tasting). Note: The minimum for all SKU s is initially set at 0 units for the promotion. 2. The WOW Leader, Product Consultant or designated staff member will select up to two of the suggested wines downloaded to the VQA Tasting node and arrange for a staff tasting. 3. Once the two selections have been made for endorsement staff are required to follow two steps. I. Delete all SKU s not being used for the promotion from the Location Map. II. IST the product at POS on the cash register. 4. To Delete the remaining SKU s from the node, open the VT level name on the Location Map, highlight the SKU and click <DELETE>. Select <Yes> when the confirmation pop-up appears. Repeat this step for all SKU s not being promoted for the Period. Note: This is an important step to follow for tracking any uplift in sales that may occur for the selected SKU s as result of the promotion. 5. To reconcile the product being used for the VQA Tasting, create an IST using the <Tasting Update> key on the register (new Option #7). 6. The Cash Register steps are documented in POS Note: Because the default Location Min. is applied as 0 units, be sure to monitor your selected promotional SKU s for any uplift in sales that may occur. In order to provide consistency in the data submitted we require that all stores use the same T number, when processing VQA tastings. If you have any questions please contact POS Services and Support. Marketing & Product Guide 97

100 Ontario Customer Favourite Shelf Talker this is permanent signage Simple Solutions Overview Research has identified that customers are influenced by recommendations, specifically from others who drink wine. The Ontario Customer Favourite Shelf Talker has been introduced to help them make a confident purchase in VQA Ontario wines. Based sales data from last fiscal, the following products have been identified as the 2016 Ontario VQA Customer Favourites. These are NEW PERMANENT in-store Shelf Talkers. These were shipped out during Period 3 to all stores, to be merchandised until further notice. Please recycle any previous versions before merchandising the new shelf talkers. Participating Products LCBO# Product Size Wayne Gretzky Cabernet Merlot VQA 750 ml Sandbanks Estate Baco Noir VQA 750 ml Open Riesling-Gewürztraminer VQA 750 ml Pelee Island Lighthouse Riesling VQA 750 ml Megalomaniac Homegrown Riesling VQA 750 ml Inniskillin Late Autumn Riesling VQA 750 ml Cave Spring Riesling VQA 750 ml Henry of Pelham Baco Noir VQA 750 ml Open Smooth Red VQA 750 ml Pelee Island Baco Noir VQA 750 ml Peller Estates Family Series Chardonnay VQA 750 ml Merchandising Instructions Please install the perpendicular Ontario Customer Favourite Shelf Talker in front of the featured products using the appropriate plastic clip. Component 3 x 3 Perpendicular Shelf Talker (English or Bilingual based on store) English Re-order# DMS-18OP-OCF1 Bilingual Re-order# DMS-18OP-OCF2 Perpendicular Shelf Clips (PSTC201404) (10 clips/pkg) CUSTOMER FAVOURITE GRAND FAVORI CUSTOMER FAVOURITE Wayne Gretzky Cabernet Merlot VQA ml Wayne Gretzky Cabernet Merlot VQA Cabernet/Merlot VQA Wayne Gretzky ml Period 12

101 Simple Solutions 2017 Ontario Wine Awards no changes from last period 2017 Ontario Wine Awards The following Ontario wines have recently been recognized by the 2017 Ontario Wine Awards. The Shelf Talkers are to support the 2017 Ontario Wine Award winners for both LCBO and Vintages products. Please highlight these wines in stores with shelf talkers. Participating Products LCBO# Product Size Rockway 9 White Spritz VQA 750 ml Sandbanks Pinot Grigio VQA 750 ml Kacaba Unoaked Chardonnay VQA 750 ml Vintages Products Tawse Quarry Road Riesling 750 ml Malivoire Ladybug Rosé 750 ml Merchandising Instructions Please install the 2017 Ontario Wine Awards Shelf Talkers in front of corresponding products using the appropriate plastic clip. Components 3 x 3 Perpendicular LCBO Product Shelf Talkers (English or Bilingual based on store) (set of 9) 3 x 3 Perpendicular Vintages Products Shelf Talkers (English or Bilingual based on store) (2 versions) Perpendicular Shelf Talker Clips Re-order# PSTC (10 clips/pkg) Marketing & Product Guide 99

102 National Wine Awards 2016 Simple Solutions Overview The following Ontario wines have recently been recognized by the 2016 National Wine Awards. The Shelf Talkers are to support the 2016 National Wine Award winners for both LCBO and Vintages products. Please highlight these wines in stores with the provided perpendicular shelf talkers. Participating Products LCBO# Product Size LCBO Wines Château des Charmes Gamay Noir 2014 VQA 750 ml Château des Charmes 2015 Sauvignon Blanc VQA 750 ml Kacaba Unoaked Chardonnay 2015 VQA 750 ml Vintages Essentials Henry of Pelham Riesling Icewine 2014 VQA 375 ml Merchandising Instructions Please install the 2016 National Wine Awards Shelf Talkers in front of corresponding products using the appropriate plastic clip Components 3 x 3 Perpendicular LCBO Product Shelf Talkers (English or Bilingual based on store) (set of 9) 3 x 3 Perpendicular Vintages Products Shelf Talkers (English or Bilingual based on store) (2 versions) Perpendicular Shelf Talker Clips Re-order# PSTC (10 clips/pkg) 100 Period 12

103 Beer Programs Ontario Craft Beer End Aisle Craft Beer Program Marketing & Product Guide 101

104 Ontario Craft Beer End Aisle Simple Solutions Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Participating Stores 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 528, 549, 556, 579, 619, 623, 624, 630, 702 Participating Products LCBO# Description Format (ml) Head Stock IPA Steam Whistle Pilsner Skinny Dippin¹ Stout 473 NOTE: FLS designated stores must display Bilingual version of the product Shelf Talkers. Components Pre-Printed Shelf Talkers (English & Bilingual) Re-order# DMS-P1218-OCB1 End Aisle Backer Card Re-order# OCBEA01 OCB End Aisle Backer Card Re-order# OCBEA Period 12

105 Simple Solutions Craft Beer Program Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Participating Stores 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 102, 115, 130, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 233, 243, 252, 253, 255, 288, 295, 298, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 394, 401, 407, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 459, 481, 483, 486, 491, 494, 495, 499, 500, 501, 505, 511, 522, 528, 532, 534, 542, 546, 549, 556, 568, 573, 575, 579, 586, 590, 602, 614, 616, 619, 623, 624, 630, 677, 771, 776 Components Pre-Printed Shelf Talkers (English & Bilingual) Re-order# DMS-P1218-OCB-098 Participating Products Item# Product Name Format (ml) Triple Karmeliet Strong Belgian Ale La Mackroken Scotch Honey Ale St Feuillien Cuvee de Noel Xtra Strong Belgia Samichlaus Komes Baltic Porter Abbaye Des Rocs Yeti Imperial Stout Straffe Hendrik Quadruple Val-Dieu Grand Cru Driftwood Brewery Blackstone Porter Rodenbach Vintage Deus Brut des Flanders Samuel Smiths Organic Chocolate Stout Bourbon Barrel Quad Oskar Blues 10 Fidy St. Ambroise Russian Imperial Stout Cuvee du Chateau 330 NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers. Marketing & Product Guide 103

106 Simple Solutions 104 Period 12

107 Local Fridge Program This is permanent signage. Please keep installed until further notice. 4, 5, 6, 7, 14, 17, 18, 19, 20, 23, 31, 35, 41, 44, 45, 46, 51, 59, 60, 62, 68, 71, 83, 84, 93, 95, 97, 101, 102, 124, 130, 148, 159, 163, 164, 178, 182, 200, 212, 214, 233, 244, 252, 260, 265, 267, 298, 300, 324, 325, 329, 331, 340, 346, 378, 388, 407, 412, 417, 418, 426, 441, 442, 445, 449, 457, 467, 477, 490, 495, 516, 532, 534, 537, 544, 556, 571, 602, 621, 631, 633, 645, 677, 697, 702, 776 Overview Stores participating in the Local Fridge program received generic signage to draw attention to each stores neighbourhood brewery/cidery. Participating stores have been selected based on close proximity to Ontario Craft Brewery or Cidery. Stores are asked to continue highlighting the featured SKUs using a new Brewed In The Neighbourhood perpendicular shelf talker. Components 3 x 3 Perpendicular Shelf Talker (Participating stores received a bundle of three in Period 2) Merchandising Instructions: Re-Order Codes: Brewed In The Neighbourhood (BEER) Re-order# DMS-P0217-LFP-137 Crafted In The Neighbourhood (CIDER) Re-order# DMS-P0217-LFP-138 Ensure all featured products for your store s local brewery/cidery are merchandised in the fridge. If there are multiple participating skus, they must merchandised together as a brand family. Merchandise up to three (3) handwritten, Brewed In The Neighbourhood Shelf Talkers in front of the endorsed product in-section. Using a black marker fill in the product name, brewery/cidery, and distance from the store. Note that stores who support contract breweries though this program will not receive signage, but should continue to merchandise the featured products in the beer fridge. Marketing & Product Guide 105

108 Local Fridge Program this is permanent signage Simple Solutions Store Brewery Distance CSPC Core Skus 4 Brickworks Ciderhouse Contact Brewery Brickworks Batch:1904 Cider Queen Street Left Field Brewery 1.5 km Eephus Oatmeal Stout 6 Duggan's Brewing 100 m Duggan's #5 Sorachi Lager 6 Pk-B Duggan's #9 IPA 7 Old Tomorrow Contact Brewery Old Tomorrow Canadian Pale Ale Old Tomorrow Track 85 Lagered Ale 14 Kensington Brewing Company Contact Brewery Augusta Ale Fisheye Pale Ale Mill St 100th Meridian Single Can Tankhouse Ale Mill Street 100th Meridian Organic Mill Street Cobblestone Stout 17 Mill Street Brewery 500 m Mill Street Original Organic Lager Mill Street Original Organic Lager 6 Pk-B Mill Street Tankhouse Ale 6 Pk-B Mill Street Stock Ale 6 Pk-B Mill Street West Coast Style IPA 18 Liberty Village Brewing Company Contact Brewery Pale Ale 19 Junction Craft Brewing 1 km Brakeman Session Ale Conductor's Craft Ale 20 Sweetgrass Brewing Company Contact Brewery Sweetgrass Golden Ale Cause & Effect 23 Nickel Brook Beers 4 km Naughty Neighbour American Pale Ale Nickel Brook Headstock IPA Nickel Brook Gluten Free Side Launch Dark Lager 31 Side Launch Brewing Company 2.5 km Side Launch Pale Ale Side Launch Wheat Beer 35 Smithhavens 1 km Smithavens Kellerbier 41 Bicycle Craft Brewery 1 km Velocipede 44 Bell City Brewing 5 km Lenoir Belgian Ale Bell City Eureka Cream Ale 45 The Publican House 5 km Square Nail Pale Ale Pub House Ale 46 Refined Fool Brewing Company 500 m Pouch Envy Australian Pale Ale 51 Royal City Brewing Company 2 km Royal City Brewing Smoked Honey Ale Genius Of Suburbia The Chocolate Manifesto 59 Flying Monkeys Craft Brewery 500 m Antigravity Light Lager (W) Smashbomb Atomic IPA Flying Monkeys Hoptical Illusion (W) 60 Stratford Brewing Company 200 m Stratford Pilsner 6 Pk-B Railway City - Black Coal Stout 62 Railway City Brewing Co. 1 km Dead Elephant Ale Iron Spike Blonde Ale 68 Lake of the Woods Brewery 500 m Sultana Gold Ale 71 Gananoque Brewing Company LTD 500 m Naughty Otter Lager Beau's The Tom Green Beer 83 Beau's All Natural Brewing Co. 12 km B-Side Kissmeyer Nordic Pale Ale Lugtread Lagered Ale 4 Pk-B Waupoos Premium Cider 4 Pk-B (W) 84 County Cider Company 15 km County Cider (P.E.T) (W) County Pear Cider 93 Brimstone Brewing Company 10 km Enlightenment Blonde Ale 95 Grand River Brewing 2 km Tailgate Pugnacious Pale Ale 97 Mackinnon Brewing CO 15 km Crosscut Canadian Ale Man English Pale Ale 101 Puddicombe Cider Company 6 km Sir Isaac's Premium Pear Cider 102 Sawdust City Brewing Company 2 km Sawdust City Golden Beach Pale Ale Sawdust City Lone Pine IPA 124 Sunnybrook Farm Winery 4 km Ironwood Hard Cider Muskoka Detour Muskoka Detour Muskoka Cream Ale 130 Muskoka Brewery 5 km Twice As Mad Tom Mad Tom IPA Muskoka Mad Tom IPA Muskoka Craft Lager Muskoka Cream Ale 106 Period 12

109 Simple Solutions Local Fridge Program this is permanent signage Store Brewery Distance CSPC Core Skus Trafalgar Ginger Mead 148 Trafalgar Brewing Company 2 km Trafalgar Mead Braggot Trafalgar Irish Ale Trafalgar Esb Highlander Brew Lion Grass 159 Highlander Brew Co. 1.5 km Highlander Blacksmith Smoked Porter Highlander Scottish Ale Fire In The Rye 163 Double Trouble Brewing Contact Brewery Prison Break Pilsner Double Trouble - Hops & Robbers IPA Big Wheel Deluxe Amber Cruiser All Day Pale Ale Amsterdam Boneshaker (416) Local Lager 164 Amsterdam Brewing Company 500 m Amsterdam Boneshaker Ipa 6 Pk-B Amsterdam Natural Blonde 6 Pk-B Amsterdam Natural Blonde Klb Raspberry Wheat Ale Amsterdam Downtown Brown Ale Cruiser All Day Pale Ale Church Key Holy Smoke Scotch Ale 178 Church Key Brewing Company 8 km Church-Key West Coast Pale Ale 6 Pk-B Northumberland Ale 6 Pk-B Old Credit Amber Ale 182 Old Credit Brewing Co. 1.5 km Old Credit Pale Pilsner Old Credit Holiday Honey 200 Forked River Brewing 1 km Forked River Capital Blonde Ale Forked River Riptide Pale Ale+ 212 Big Rig Brewery 6 km Big Rig Black IPA Big Rig Gold 214 Great Lakes Brewery 2 km Great Lakes Pompous Ass Great Lakes Canuck Pale Ale 233 The Hamilton Brewery Contact Brewery Blue Collar Pale Ale 244 The Collingwood Brewery 9 km Downhill Pale Ale The Collingwood Brewery Fireside Esb 260 MacLean's Ales 1 km Maclean's Pale Ale 265 King Brewery/Barn Door 7km Thornbury Pickup Truck Pilsner Thornbury Jubilee Amber Lager Creemore Springs Premium Lager 6 Pk-B Creemore Springs Lot 9 Pilsner 267 Creemore Springs Brewery Limited 200 m Mad & Noisy, Hops & Bolts India Pale Lager Granville Island English Bay Pale Ale 6445 Creemore Springs Premium Lager Legends Of The Bay Hockley Amber 298 Hockley Valley Brewing Company 2 km Hockley Classic Georgian Bay Dipper Hockley Dark 300 Kilannan Brewing Co. 300 m Kilannan Kolsch Kilannan Alt Kichesippi Heller Highwater 324 Kichesippi Beer Company, Inc. 1.5 km Kichesippi Pk-B Kichesippi Kichesippi Natural Blonde 6 Pk-B Stonehammer Light-Can 325 StoneHammer 6 km Stonehammer Pilsner-Can Stonehammer Dark Ale Can Hop City Hopbot IPA 329 Hop City Brewing 1 km Hop City Barking Squirrel Lager Hop City Pilsner 331 Coffin Ridge Boutique Winery 15 m Forbidden Artisanal Cider 340 Arch Contact Brewery Dinner Jacket O'Red IPA 346 Black Creek Historic Brewery 3.2 km Rifleman's Ration Black Creek Pale Ale 378 All or Nothing Brewhouse 2.5 km All or Nothing Hopfenweisse 388 Whiprsnapr Brewing Co. 200 m Root of Evil Impact Altbier 407 Stack Brewing Company 3.5 km La Cloche Belgian Blonde Saturday Night 412 Broadhead Brewery Company 1.5 km Broadhead Dark Horse Stout Broadhead Grindstone Amber Ale 417 Block Three Brewing Company Ltd. 5 km King Street Saison Marketing & Product Guide 107

110 Local Fridge Program this is permanent signage Simple Solutions Store Brewery Distance CSPC Core Skus 418 Spirit Tree Cidery 10 km Spirit Tree Draught Cider Black Oak Nut Brown Ale 426 Black Oak Brewing Co. 1.5 km Black Oak Pale Ale Black Oak 10 Bitter Years 441 Cassel Brewing Company 1 km Golden Rail Honey Brown Ale 442 Whitewater Brewing Company 15 km Class V IPA Cameron's Cream Ale Cameron's Auburn Ale 445 Cameron's Brewing 4 km Cameron's Rye Pale Ale 6-B Cameron's Rye Pale Ale (RPA) Cameron's Lager Loyalist Lager 449 Barley Days Brewery 4 km Wind & Sail Dark Ale Harvest Gold Pale Ale 6 Pk- B 457 Granite Brewery 1 km Peculiar Strong Ale 467 Stonechurch Vineyard And Winery 6 km Shiny Apple Cider 477 Southern Cliff Brands/Pommies Cider 7 km Pommies Farmhouse Cider Pommies Dry Cider 4 Pk-B 490 Walkerville Brewery 6 km Honest Lager Walkerville Brewery Easy Stout Wellington Imperial Russian Stout Arkell Best Bitter 495 Wellington Brewery 7 km Wellington Special Pale Ale Kickin' Back Dry-Hopped Session Ale Wellington County Dark Lake Of Bays 10 Point IPA Lake Of Bays Spark House 516 Lake of Bays Brewing Company 500 m Lake Of Bays & Nhl Alumni Top Shelf Classic Lager Lake Of Bays Crosswind Pale Ale Lake Of Bays Rock Cut Lager 532 Hogtown Brewers Contact Brewery Hogsback Ontario Pale Ale Hogsback Vintage Lager 534 Longslice Brewery Inc. Contact Brewery Hopsta La Vista 537 Thornbury Cidery 1 km Thornbury Premium Apple Cider Thornbury Apple Cider 6 Pk-B Waterloo Dark 544 Brick Brewing/Waterloo 2.5 km Waterloo Grapefruit Radler Waterloo IPA Waterloo Pilsner 556 Hogsback Brewing Company Contact Brewery Hogsback Vintage Lager Hogtown Ale Collective Arts Ransack The Universe IPA 571 Collective Arts Brewing 2 km Collective Arts State Of Mind Session IPA 6Pk-Btl Collective Arts Rhyme & Reason Pale Ale 6 Pk-Btl 602 Sleeping Giant Brewing Company 5 km Sleeping Giant 360 Ale Northern Logger Neustadt 456 Marzen Lager 621 Neustadt Springs Brewery 10 km Neustadt 10w30 Brown Ale Neustadt Scottish Pale Ale Spearhead Sam Roberts Band Session Ale 631 Spearhead Brewing Company Contact Brewery Spearhead Moroccan Brown Ale Spearhead Hawaiian Style Pale Ale 6 Pk-B Buzz Hemp Beer Cool Mini Keg 633 Cool Beer Brewing Company 1 km Stonewall Light Buzz Hemp Lager 4 Pk-B Cool Lager 4 Pk-B 645 Beyond The Pale Brewing Company 1 km Pink Fuzz Steam Whistle Premium Pilsner 6 Pk-B 677 Steam Whistle Brewing 500 m Steam Whistle Premium Pilsner 6 Pk-C Steam Whistle Premium Pilsner 697 Triple Bogey Brewing Contact Brewery Triple Bogey Lager 702 Descendants Beer & Beverage Company LTD 12 km Harbinger Pale Ale 776 County Durham Brewing Company 2.5 km County Durham Signature Ale (W) 108 Period 12

111 Vintages Vintages BAM & LTO Signage Vintages Ontario Superstars Marketing & Product Guide 109

112 Vintages BAM & LTO Signage Simple Solutions BAM & LTO Signage The Vintages BAM & LTO signage will arrive in the mailbag the week before the promotional period starts. This is a mandatory supplier program. All In-channel Shelf Talkers for the participating products should be installed at the start of the period. If you do not receive your kit, please call hellolcbo to request one. Key Dates BAM Key Dates Install: January 28, 2018 Take Down: February 24, 2018 Participating Stores LTO Key Dates Install: January 29, 2018 Take Down: February 25, , 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 29, 30, 31, 33, 34, 35, 36, 38, 40, 41, 42, 44, 45, 49, 51, 54, 55, 57, 58, 60, 62, 63, 64, 65, 68, 70, 71, 72, 73, 74, 77, 78, 79, 82, 83, 84, 93, 95, 97, 99, 101, 102, 106, 112, 115, 124, 125, 127, 130, 132, 139, 140, 143, 144, 145, 148, 149, 153, 154, 156, 163, 164, 165, 166, 167, 168, 171, 175, 178, 179, 182, 187, 188, 191, 195, 196, 197, 198, 199, 200, 201, 202, 203, 207, 208, 209, 210, 211, 212, 214, 217, 218, 219, 221, 222, 225, 226, 227, 228, 229, 232, 233, 234, 237, 238, 241, 242, 243, 244, 247, 248, 249, 250, 251, 252, 253, 255, 260, 261, 263, 265, 267, 268, 269, 270, 277, 278, 279, 286, 287, 288, 295, 298, 299, 300, 306, 310, 311, 312, 313, 314, 318, 321, 324, 325, 326, 329, 333, 334, 335, 340, 341, 343, 344, 345, 346, 351, 353, 355, 358, 359, 360, 361, 365, 366, 367, 368, 371, 373, 378, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 400, 401, 402, 403, 404, 407, 411, 412, 415, 416, 417, 419, 420, 425, 426, 427, 428, 430, 431, 432, 434, 436, 437, 438, 443, 444, 445, 446, 447, 449, 452, 453, 454, 456, 457, 458, 459, 461, 465, 467, 468, 469, 470, 474, 477, 481, 482, 483, 485, 486, 490, 491, 494, 495, 496, 497, 499, 500, 501, 505, 509, 511, 512, 515, 516, 517, 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, 537, 538, 539, 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 554, 555, 556, 559, 561, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 581, 584, 585, 586, 587, 589, 590, 593, 598, 599, 600, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 644, 646, 649, 650, 651, 653, 654, 655, 656, 657, 658, 660, 661, 665, 667, 670, 671, 677, 685, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 771, 776 Components Please Note: All BAM and LTO pre printed signage has been permanently changed to an In-channel Shelf Talker. The new BAM/LTO In-channel Shelf Talker (4 w. x 2 h.) should be installed over top of the product s bin tag. You may continue to use the current BAM/LTO Shelf Talker generic template to reprint any damaged signage. LTO Shelf Talker - Example Only BAM Shelf Talker - Example Only 110 Period 12

113 Simple Solutions Vintages BAM & LTO Signage Participating Products LCBO# Description Size Was* Now* Offer Château des Charmes Vidal Icewine 200 $ BAM th Street White Palette 750 $15.95 $14.95 $ Allegrini Palazzo Della Torre 750 $24.95 $22.95 $ Anselmi San Vincenzo 750 $16.95 $15.95 $ Bonterra Chardonnay 750 $19.95 $17.95 $ Cathedral Cellar Cabernet Sauvignon 750 $16.95 $14.45 $ Concha Y Toro Marques de Casa Concha Cabernet Sauvignon 750 $22.95 $19.95 $ Inniskillin Vidal Icewine 375 $49.95 $44.95 $ Julián Chivite Gran Feudo Reserva 750 $17.95 $15.95 $ Kaiken Malbec 750 $15.95 $13.95 $ Legón Crianza 750 $16.75 $15.75 $ Liberty School Cabernet Sauvignon 750 $22.95 $20.95 $ Megalomaniac Narcissist Riesling 750 $18.95 $17.95 $ Meiomi Pinot Noir 750 $27.95 $24.95 $ Michael David 7 Deadly Zins Old Vine Zinfandel 750 $25.95 $22.95 $ Peller Estates Private Reserve Vidal Icewine 200 $27.30 $24.30 $ Peninsula Ridge Barrel Aged Chardonnay 750 $16.95 $14.95 $ Ravenswood Vintners Blend Old Vine Zinfandel 750 $18.95 $15.95 $ Sofia Brut Rosé 750 $37.95 $34.95 $ The Foreign Affair Enchanted 750 $17.95 $15.95 $ Two Hands Gnarly Dudes Shiraz 750 $24.95 $21.95 $ Zenato Amarone Della Valpolicella Classico 750 $52.95 $49.95 $3.00 *Prices subject to change Marketing & Product Guide 111

114 Vintages Ontario Superstars Simple Solutions Vintages Ontario Superstars The VINTAGES Superstars program promotes great local products while pairing them with delicious recipes. Each period there will be three Ontario Superstars: two LCBO wines and one VINTAGES Essential. This is a mandatory program. Participating Stores Kit 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 44, 60, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 97, 99, 102, 124, 144, 145, 154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 207, 209, 211, 214, 218, 223, 233, 237, 244, 248, 260, 265, 268, 269, 278, 296, 311, 324, 340, 353, 354, 359, 372, 373, 381, 386, 391, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 499, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 602, 637 Kit 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 33, 36, 38, 40, 41, 55, 57, 58, 74, 93, 95, 106, 130, 132, 143, 148, 149, 156, 164, 171, 179, 187, 195, 198, 200, 210, 212, 217, 221, 223, 226, 243, 249, 255, 263, 279, 287, 288, 298, 325, 326, 329, 333, 334, 344, 346, 249, 351, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394, 397, 398, 416, 436, 437, 438, 445, 457, 459, 465, 470, 481, 486, 491, 494, 495, 505, 511, 512, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 629, 630, 631, 632, 634, 635, 645, 661, 677, 698, 699, 700, 702, 703, 706, 771, 776 Kit 3 (Our Wine Country Stores) 115, 252, 253, 300, 392, 401, 407, 412, 417, 490, 497, 522, 523, 532, 624, 641, 658 Participating Product LCBO# Product Description Size Price Offer (LTO) Inniskillin Vidal Icewine 375 ml $44.95 $5.00 Components and Merchandising Instructions Basket Sign Insert Merchandise the participating product in a basket next to/near the LCBO Ontario VQA wines section. Insert the basket sign insert into the Large Metal Sign Holder. Central Supply # Display the fully merchandised basket in the LCBO Ontario VQA wines section next to the VQA fixture. Pre-printed Shelf Talker Install the pre-printed Shelf Talker in front of the featured product, in its on-shelf position within the Vintages section, using a Miracle Stick. Central Supply # Key Dates Install: January 28, 2018 Take Down: February 25, 2018 Available Chilled Hot Button Signs should be used on shelf to indicate that the Superstar product is also available in the fridge. Superstar Shelf Talkers should be placed in the fridge to highlight the Superstar products there. Re-order# DMS-OP16-HBW Period 12

115 NEW Vintages Essentials On Offer This is a sold program. Participation is mandatory. Participating Stores 1, 4, 5, 10, 15, 18, 21, 31, 38, 148, 149, 154, 164, 187, 217, 243, 252, 253, 278, 346, 367, 371, 378, 391, 393, 394, 407, 437, 445, 452, 481, 486, 494, 500, 511, 523, 528, 532, 556, 569, 573, 590, 619, 624, 630, 632, 641, 643, 658, 703 Overview Starting in P12/P13, a new bi-monthly program will leverage the tried-and-true customer favourites in the Essentials Collection to attract new customers to Vintages. Each turn of the program spans two promotional periods and features two products from the collection on a front facing end aisle display. The first period highlights LTO s on participating skus. Price offers will be promoted via newspaper and social media advertising along with a branded in-store display. During the second period of the program, stores will maintain the end aisle display and sign with year-round signage. Stores will receive a forced allocation 7 cases of each sku in P12 and 4 cases of each sku in P13. Please keep the display fully stocked for the duration of the two periods by ordering more inventory as needed. Program Schedule Period 12 & 13 Period 1 & 2 Period 3, 4 & 5 Period 6 & 7 Period 8 & 9 Period 10 & 11 Participating Products for Period 12 & 13 Vintages Essential On Offer End Aisle LCBO# Product Description Size Was Now Offer (LTO) Julián Chivite Gran Feudo Reserva 750 ml $17.95 $15.95 $ Meiomi Pinot Noir 750 ml $27.95 $24.95 $3.00 Marketing & Product Guide 113

116 Vintages Essentials On Offer Simple Solutions Merchandising Instructions Merchandise products together on a front facing/primary end aisle for two periods. The LTO (and associated program signage) is valid for the first period only. Stores will receive a program signage kit one week prior to the start of the period containing the program Backer Card and pre-printed Shelf Talkers. Signage Components for Period 12 Backer Card Display the P12 program Backer Card in the frame on a front facing/primary end aisle in the Vintages Section. Install: January 29, 2018 Take Down: February 25, 2018 Re-order #: DMS-18P11-VINT1 Signage Components for Period 13 Backer Card Replace the P12 program Backer Card with the year-round Essentials Collection Backer Card while maintaining the front facing/ primary end aisle display previously created. Install: February 25, 2018 Take Down: April 1, 2018 Pre-printed SAVE Shelf Talker Attach to shelf in front of appropriate product. Pre-printed SAVE Shelf Talkers will be provided for both participating products. Install: January 29, 2018 Take Down: February 25, 2018 Re-order #: DMS-18P11-VINT1 Pre-printed Shelf Talker Replace the P12 SAVE Shelf Talkers with the year-round Essentials Collection Shelf Talkers for both participating products. Install: February 25, 2018 Take Down: April 1, 2018 Bin Tag Overlay Used to highlight products that are part of the Essentials Collection. Pre printed shelf talkers should be installed over top of the bin tag and overlay using the shelf talker clip. Ensure the overlay message is still visible. Install: January 29, 2018 Take Down: April 1, 2018 Re-order Codes: 2" English: VBTC001 2" French: VBTC " English: VBTC " French: VBTC010 Bin Tag Overlay Leave Overlays in place as other signage components are updated. These should always be on shelf. Install: January 29, 2018 Take Down: April 1, 2018 Re-order Codes: 2" English: VBTC001 2" French: VBTC " English: VBTC " French: VBTC Period 12

117 Sold Space Program Display Programs Support Programs An electronic version (MS Excel format) of these worksheets is available on the Sales & Marketing Portal Site. Follow the quick link published each week at the top of the Sales & Marketing Newsletter. The Electronic version of the worksheets includes: Retail Price (as of publication date) Agent Names The products participating in the Deal of the Week Display and the sold End Aisles are included in the Display Programs Participating Products Table. Marketing & Product Guide 115