Trade Copy Only. Why is your store a My Whisky store?

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Bruce Wilson
5 years ago
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3 Why is your store a My Whisky store? Sales of Canadian and Imported whisky can vary significantly between stores, based on this, and new customer research, it was decided to tailor this year s Whisky promotion to fit the stores sales trends. One group will have a Canadian focus, and the other will have an international focus. It s similar to what we do during the Period 7 Ontario wine promotion, which focuses on VQA for some stores and ICB for others. The Canadian flight will be called My Whisky, the imported flight, will be called Whisky Distilled. My Whisky (Canadian flight) stores were selected based on sales data that indicates its customer s preference for Canadian Whiskies. The Canadian promotion will be down-to-earth, fun, and celebrate Canadian pride and loyalty. We will connect with customers by leveraging their pride in all things Canadian and their loyalty to Canadian Whisky. The international flight, focusing on customers already engaged in whisky, will be called Whisky Distilled, and celebrate whisky from around the world (America, Ireland, Scotland, and Canada). We will connect with these customers through offering new products and sharing nuggets of information from each of the distillers.

4 PT8 my Whisky PARTICIPATING STORES 22, 23, 24, 26, 27, 28, 29, 30, 32, 33, 34, 35, 39, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64, 65, 66, 67, 68, 69, 70, 71, 72, 73, 74, 75, 76, 77, 78, 79, 80, 81, 82, 84, 85, 86, 87, 88, 89, 90, 91, 92, 93, 94, 95, 96, 97, 98, 99, 101, 102, 103, 104, 105, 106, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 125, 126, 127, 128, 129, 130, 131, 132, 133, 134, 135, 136, 137, 138, 139, 141, 142, 144, 145, 146, 147, 151, 152, 153, 154, 155, 156, 157, 158, 159, 160, 161, 162, 165, 166, 167, 168, 169, 170, 172, 173, 174, 175, 176, 178, 180, 181, 183, 184, 187, 188, 189, 190, 192, 193, 194, 196, 197, 199, 200, 201, 202, 203, 204, 205, 208, 209, 210, 211, 213, 216, 219, 220, 221, 222, 223, 224, 225, 226, 227, 229, 230, 231, 232, 233, 235, 236, 237, 238, 239, 240, 241, 244, 245, 246, 247, 249, 250, 251, 252, 254, 255, 256, 257, 258, 259, 260, 261, 262, 263, 264, 265, 266, 267, 268, 270, 271, 272, 273, 274, 275, 276, 277, 278, 280, 281, 282, 283, 284, 285, 286, 287, 288, 289, 290, 291, 292, 293, 294, 296, 297, 298, 299, 300, 301, 302, 303, 304, 305, 306, 307, 308, 309, 310, 312, 313, 314, 315, 316, 317, 318, 319, 322, 323, 325, 326, 327, 328, 330, 331, 332, 335, 336, 337, 338, 339, 340, 343, 344, 345, 347, 348, 349, 350, 351, 352, 354, 358, 359, 361, 363, 364, 367, 368, 369, 370, 372, 373, 374, 375, 376, 377, 378, 379, 380, 381, 382, 386, 387, 389, 391, 392, 395, 399, 401, 402, 403, 405, 406, 407, 409, 410, 413, 414, 417, 418, 419, 421, 422, 423, 424, 427, 429, 430, 433, 435, 436, 438, 439, 440, 441, 442, 446, 447, 448, 449, 450, 451, 453, 454, 455, 456, 459, 460, 461, 462, 463, 464, 465, 466, 467, 468, 469, 471, 472, 473, 474, 475, 476, 477, 478, 479, 480, 482, 484, 487, 488, 489, 490, 491, 492, 493, 496, 497, 498, 501, 502, 503, 504, 506, 507, 509, 510, 513, 514, 516, 517, 518, 519, 520, 522, 524, 526, 527, 529, 530, 531, 535, 537, 538, 539, 540, 541, 543, 544, 545, 548, 549, 550, 552, 554, 557, 558, 559, 560, 561, 562, 563, 565, 567, 570, 571, 574, 575, 576, 577, 578, 579, 581, 582, 583, 586, 587, 588, 589, 591, 594, 595, 596, 597, 598, 599, 602, 603, 604, 605, 606, 607, 608, 609, 610, 611, 612, 613, 615, 616, 617, 621, 622, 626, 634, 640, 644, 645, 706, 741 Questions? Call hellolcbo at (416)

5 Thematic Promotion Whisky Promotion My Whisky October 12 november 8, 2014 Whisky has rocked for years, but now it s time for something new. Canadian whisky drinkers take great pride in their brand, just like the people that make these whiskies do. This promotion is all about the craftsmanship and the care from the farmer who grows the grains, the master distiller who blends, to the customers who loves their whisky in that mighty particular way on the rocks, straight up, with cola or ginger ale. Without reservation and without hesitation this is the spirit that pairs best with good company and found with a good story. This year s promotion includes great limited time offers on the top Canadian and select international brands. With a whisky lover s contest from Wiser s, brand new flavoured whiskies to recommend to new whisky customer s, many new 100% rye whiskies for the spice lovers, this promotion has something for everyone.

English and Bilingual Overview Participating Stores The French Language Services Act (FLSA) of 1986 guarantees an individual s right to receive services in French from Government of Ontario

6 English and Bilingual Overview Participating Stores The French Language Services Act (FLSA) of 1986 guarantees an individual s right to receive services in French from Government of Ontario ministries and agencies in 25 designated areas. Relative to the French Language Services Act, the LCBO is not only required by law to provide bilingual staff, signage and services in specific stores and offices located in or serving designated communities of Ontario, but we are also doing so as an additional service offering to our Francophone customers. It is good for business. To further this commitment, participating stores are to receive a French version of Exterior Banners, and Bilingual versions of Power Aisle Banners, Perimeter Banners, Backer Cards, POD Displays & Hero Displays. Henceforth, these will become the standard bilingual components that will be shipped to these stores every promotional period. Merchandising Instructions 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, 37, 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, 134, 140, 143, 149, 151, 154, 162, 163, 164, 165, 167, 171, 173, 180, 182, 183, 184, 185, 186, 189, 190, 192, 193, 195, 198, 200, 204, 207, 212, 214, 217, 218, 220, 225, 228, 233, 234, 236, 241, 242, 243, 245, 249, 253, 255, 256, 262, 269, 272, 278, 279, 280, 287, 291, 295, 303, 308, 309, 310, 312, 320, 321, 322, 324, 327, 329, 332, 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, 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, 619, 624, 626, 627, 631, 633, 636, 637, 638, 639, 640, 642, 643, 645, 650, 677, 694, 697, 698, 699, 700, 703, 741 Please alternate between English, IMAGE and French versions of the Window Show Cards. Window Show Card - English Version Window Show Card - French Version 4 Promotional Turn 8 My Whisky Branded Backer Card - Bilingual Version

7 Contest Perpendicular Shelf Talker Participating Stores All Stores

8 Contest Perpendicular Shelf Talker Overview Only this month at the LCBO, customers can enter for a chance to win our Whisky Lover s Weekend Getaway. Prize includes an exclusive, intimate whisky tasting and distillery tour with a Wiser s Master Blender. Grand prize, valued at $2,500, includes: Travel and accommodations for Two in Windsor, Ontario Tasting Tour of the Hiram Walker & Sons Distillery Dinner at The Keg Customers are able to enter online at and complete the online form between October 14 November 9, Must be 19 years of age or older, one submission per person. No purchase necessary, must be a resident of Ontario to enter. LCBO employees, suppliers and immediate family members are not eligible. Approximate retail value of grand prize $2500 Please refer to the full rules & regulations on Key Dates Install: October 12, 2014 Takedown: November 10, 2014 Signage and Merchandising Instructions Contest Perpendicular Shelf Talker The Contest Perpendicular Shelf Talker will be shipped to all stores. Please place shelf talkers in-section using the perpendicular shelf talker clips. Contest Perpendicular Shelf Talkers Re-order# DMS A (10 pieces per store)) Perpendicular Shelf Talker Clip Re-order# PSTC (10 clips/pkg) 6 Promotional Turn 8 My Whisky

9 Weekly Hero Displays Participating Stores 22, 23, 26, 27, 33, 34, 35, 43, 44, 50, 55, 57, 62, 63, 64, 65, 68, 73, 74, 79, 80, 82, 85, 86, 90, 95, 101, 102, 106, 125, 130, 132, 152, 154, 156, 165, 167, 168, 187, 188, 190, 196, 200, 201, 209, 211, 216, 221, 226, 233, 244, 249, 250, 252, 255, 263, 265, 278, 287, 288, 298, 300, 325, 326, 340, 344, 351, 359, 361, 367, 373, 378, 381, 382, 386, 387, 389, 391, 392, 401, 402, 407, 417, 427, 438, 459, 465, 467, 490, 491, 497, 501, 518, 540, 544, 545, 549, 554, 559, 563, 575, 579, 587, 602, 605, 609, 616, 617, 634, 640, 706, 741

10 Promotional Signs - Hero Display Overview The Hero Display will be utilized to drive volume by featuring weekly Limited Time offers (LTO) on popular Canadian Whisky brands. Each week, the Hero display will feature one SKU of a popular brand on LTO. Participating Stores All Hero Display stores Participating Products Key Dates Week 1: October 13 - October 19 Week 2: October 20 - October 26 Week 3: October 27 - November 2 Week 4: November 3 - November 9 Week LCBO# Product Description Size LTO Wiser s Spiced Torched Toffee Canadian Whisky 750 ml $ Gentleman Jack Rare Tennessee Whisky 750 ml $ Crown Royal Black 750 ml $ Laphroaig Quarter Cask 750 ml $10.00 Signage Re-order Codes: Hero Banners (4 Banners in 1 kit) Re-order Code English: Re-order Code Bilingual: Pricer Cards English Re-order Code: DMS Promotional Turn 8 My Whisky

Promotional Signs - Hero Display Weekly Promotional Hero Display Hero Display Week #1: October 13-October 19 Signage: Hero Banner and Pricer Card Where to merchandise: Entrance of the store LCBO#

Insert Week #1 Pricer Card in front of the participating product NOTE: This product is on LTO $3.00 during Week 1 only of Period 8. Please remove $3.00 LTO signage at the end of Week 1.

11 Promotional Signs - Hero Display Weekly Promotional Hero Display Hero Display Week #1: October 13-October 19 Signage: Hero Banner and Pricer Card Where to merchandise: Entrance of the store LCBO# Description Size Promotion Wiser s Spiced Torched 750 ml $3.00 Toffee Canadian Whisky Build the Week #1 display with featured product. Insert Week #1 Pricer Card in front of the participating product NOTE: This product is on LTO $3.00 during Week 1 only of Period 8. Please remove $3.00 LTO signage at the end of Week 1. Hero Display Week #2: October 20 - October 26 Signage: Hero Banner and Pricer Card Where to merchandise: Entrance of the store LCBO# Description Size Promotion Gentleman Jack Rare 750 ml $5.00 Tennessee Whisky Take down Week #1 display and dispose/recycle the Hero display sign and Pricer Card. Build the Week #2 display with the featured product. Insert Week #2 Pricer Card in front of the participating product. NOTE: This product is on LTO $5.00 during Week 2 only. Please remove $5.00 LTO signage at the end of Week 2. Marketing & Product Guide 9

Promotional Signs - Hero Display Weekly Promotional Hero Display Hero Display Week #3: October 27 November 2 Signage: Hero Banner and Pricer Card Where to merchandise: Entrance of the store LCBO#

Build the Week #3 display with the featured product. Insert Week #3 Pricer Card in front of the participating product. NOTE: This product is on LTO $4.00 during Week 3.

12 Promotional Signs - Hero Display Weekly Promotional Hero Display Hero Display Week #3: October 27 November 2 Signage: Hero Banner and Pricer Card Where to merchandise: Entrance of the store LCBO# Description Size Promotion Crown Royal Black 750 ml $4.00 Take down Week #2 display and dispose/recycle the Hero display sign and Pricer Card. Build the Week #3 display with the featured product. Insert Week #3 Pricer Card in front of the participating product. NOTE: This product is on LTO $4.00 during Week 3. Please do not display sign before Week #3 and remove $4.00 LTO signage at the end of Week 3. Hero Display Week #4: November 3 November 9 Signage: Hero Banner and Pricer Card Where to merchandise: Entrance of the store LCBO# Description Size Promotion Laphroaig Quarter Cask 750 ml $10.00 Take down Week #3 display and dispose/recycle the Hero display sign and Pricer Card. Build the Week #4 display with the featured product. Insert Week #4 Pricer Card in front of the participating product. NOTE: This product is on LTO $10.00 during Week 4. Please do not display sign before Week #4 and remove $10.00 LTO signage at the end of Week Promotional Turn 8 My Whisky

13 POD Program Participating Stores 23, 44, 55, 57, 65, 74, 82, 130, 187, 211, 221, 226, 233, 249, 250, 252, 263, 288, 298, 300, 326, 344, 351, 359, 361, 367, 373, 378, 381, 386, 391, 392, 401, 407, 427, 438, 459, 490, 491, 497, 522, 545, 554, 575, 587, 605, 609, 634, 640, 706, 741

POD Program Overview The POD display is a merchandising program that highlights products in the most favourable and high traffic locations in the top destination stores.

Key Dates Start Date: October 12, 2014 Takedown: November 8, 2014 Signage and Merchandising Instructions Please follow installation instructions that will be shipped along with this Pod.

14 POD Program Overview The POD display is a merchandising program that highlights products in the most favourable and high traffic locations in the top destination stores. This program runs the full Promotional Turn. Key Dates Start Date: October 12, 2014 Takedown: November 8, 2014 Signage and Merchandising Instructions Please follow installation instructions that will be shipped along with this Pod. Please Install Flat Pod in Power Aisle or prominent locations of the store. Wrap Riser Wrap round the riser width wise only Component Re-order Code Image POD Pricer Cards (My Whisky) POD 1 Component POD 1 Signage Kit ENG: Re-order Code ENG: BIL: LCBO# Description Format (ml) Canadian Club Maple Topper: New Flavoured Whisky Riser Wrap: CC Maple x2 pieces Canadian Club 100% Rye Topper: New Whisky Riser Wrap: CC 100% Rye x2 pieces Promotional Turn 8 My Whisky

POD Program Signage and Merchandising Instructions POD 2 Component POD 2 Signage Kit Re-order Code ENG: 15084-022 BIL: 15084-025 LCBO# Description Format (ml)

Re-order Code ENG: 15084-023 BIL: 15084-026 LCBO# Description Format (ml) 292243 Wiser s Spiced Vanilla Whisky Topper: Spiced Whisky Riser Wrap: Wiser s Spiced

15 POD Program Signage and Merchandising Instructions POD 2 Component POD 2 Signage Kit Re-order Code ENG: BIL: LCBO# Description Format (ml) Forty Creek Spike Honey Spiced Topper: New Flavoured Whisky POD 3 Component POD 3 Signage Kit Riser Wrap: Forty Creek Spike Honey Spiced x 4 pieces Re-order Code ENG: BIL: LCBO# Description Format (ml) Wiser s Spiced Vanilla Whisky Topper: Spiced Whisky Riser Wrap: Wiser s Spiced Vanilla x 2 pieces Wiser s Spiced Torched Toffee Topper: New Spiced Whisky Riser Wrap: Wiser s Torched Toffee x2 pieces Marketing & Product Guide 13

16 14 Promotional Turn 8 My Whisky

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

Promotional Signs - Backer Cards Components End Aisle Backer Card Dimensions 30 w x 24 h End Aisle Products ENGLISH Re-Order Code 1 Crown Royal Black/Cocktail Must Have 15080-001 2 Crown Royal /

Pot/Cocktail must Have 15080-006 7 Wiser's Small Batch/Todays wine 15080-007 8 Gibson's Finest 12YO /Whisky Lover 15080-008 9 Wiser's Special Blend/Beer Headquarters 15080-009 10 Alberta Premium/No

18 Promotional Signs - Backer Cards Components End Aisle Backer Card Dimensions 30 w x 24 h End Aisle Products ENGLISH Re-Order Code 1 Crown Royal Black/Cocktail Must Have Crown Royal / Todays Wine Wiser's Deluxe/Whisky Lover Forty Creek Barrel Select Whisky/Beer Headquarters Canadian Club Classic/No Fuss Cocktail Forty Creek Copper Pot/Cocktail must Have Wiser's Small Batch/Todays wine Gibson's Finest 12YO /Whisky Lover Wiser's Special Blend/Beer Headquarters Alberta Premium/No Fuss Cocktail Canadian Club Premium/Cocktail must Have Seagram's V.O./Todays wine Alberta Premium Dark Horse Whisky /Whisky Lover Spicebox/Beer Headquarters Royal Reserve/No Fuss Cocktail Smirnoff Black Vodka/Cocktail must Have Absolut Vodka/Todays wine Bacardi Oakheart Rum /Whisky Lover Stolichnaya Vodka/Beer Headquarters Baileys Vanilla Cinnamon/No Fuss Cocktail GENERIC Cocktail Must Haves GENERIC Todays Must-Haves/Whisky Lover GENERIC Beer Headquarters/ No Fuss Cocktails Branded Backer Card (English) Generic Backer Card (English ) 16 Promotional Turn 8 My Whisky

Promotional Signs - Backer Cards Components End Aisle Backer Card Dimensions 30 w x 24 h End Aisle Products BILINGUAL Re-Order Code 1 Crown Royal Black/Cocktail Must Have 15080-021 2 Crown Royal /

19 Promotional Signs - Backer Cards Components End Aisle Backer Card Dimensions 30 w x 24 h End Aisle Products BILINGUAL Re-Order Code 1 Crown Royal Black/Cocktail Must Have Crown Royal / Todays Wine Wiser's Deluxe/Whisky Lover Forty Creek Barrel Select Whisky/Beer Headquarters Canadian Club Classic/No Fuss Cocktail Forty Creek Copper Pot/Cocktail must Have Wiser's Small Batch/Todays wine Gibson's Finest 12YO /Whisky Lover Wiser's Special Blend/Beer Headquarters Alberta Premium/No Fuss Cocktail Canadian Club Premium/Cocktail must Have Seagram's V.O./Todays wine Alberta Premium Dark Horse Whisky /Whisky Lover Spicebox/Beer Headquarters Royal Reserve/No Fuss Cocktail Smirnoff Black Vodka/Cocktail must Have Absolut Vodka/Todays wine Bacardi Oakheart Rum /Whisky Lover Stolichnaya Vodka/Beer Headquarters Baileys Vanilla Cinnamon/No Fuss Cocktail GENERIC Cocktail Must Haves GENERIC Todays Must Haves /Whisky Lover GENERIC Beer Headquarters/ No Fuss Cocktails Branded Backer Card (Bilingual) Generic Backer Card (Bilingual) Marketing & Product Guide 17

Promotional Signs Component Where to install sign

Banners: 43 w x 87 h Exterior Banners (Hands with Wheat)

Exterior on Building English 15082-010 English 15082-011

20 Promotional Signs Component Where to install sign Version Re-Order code Exterior Banners (My Whisky) Banners: 43 w x 87 h Exterior Banners (Hands with Wheat) 43 w x 87 h Exterior Banners Banners: 43 w x 87 h Exterior on Building English English Exterior on Building French Images 18 Promotional Turn 8 My Whisky

Promotional Signs Component Where to install sign Version Re-Order code Backlit Tasting Bar Sign (Hands with Wheat) Dimensions: 21 15/16 w x 32 9/16 h Thematic Banner Stand Insert (My Whisky)

21 Promotional Signs Component Where to install sign Version Re-Order code Backlit Tasting Bar Sign (Hands with Wheat) Dimensions: 21 15/16 w x 32 9/16 h Thematic Banner Stand Insert (My Whisky) Dimensions: 20 w x 70 h Install in the frame on the portable Tasting Bar. Some stores will be supplied a backlit sign holder. Thematic Banner Stand (store entrance) English English Images Marketing & Product Guide 19

Promotional Signs Component Where to install sign Version Re-Order code Images Exterior Transparency (My Whisky) Transparencies 28 w x 54 h Exterior Transparency (Hands with Wheat) Transparencies 28

22 Promotional Signs Component Where to install sign Version Re-Order code Images Exterior Transparency (My Whisky) Transparencies 28 w x 54 h Exterior Transparency (Hands with Wheat) Transparencies 28 w x 54 h English Show Card (My Whisky/ Hands with Wheat) Dimensions 28 w x 45 h French Show Card (Mon Whisky) Dimensions 28 w x 45 h Only for stores #452, #538, #568. These are installed by the vendor. Install in the windows on the hanger. English English English French Promotional Turn 8 My Whisky

Promotional Signs Component Where to install sign Version Re-Order code Images Power Aisle Banners (My Whisky/ Hands with Wheat) Dimensions: 45 w

Banner (Mon Whisky) Dimensions: 30 w x 30 h Over the Power Aisle, closest to the entrance Alternate every other one.

23 Promotional Signs Component Where to install sign Version Re-Order code Images Power Aisle Banners (My Whisky/ Hands with Wheat) Dimensions: 45 w x 30 h Power Aisle Banners (Mon Whisky) Dimensions: 45 w x 30 h Perimeter Banner (My Whisky/ Hands with Wheat) Dimensions: 30 w x 30 h Perimeter Banner (Mon Whisky) Dimensions: 30 w x 30 h Over the Power Aisle, closest to the entrance Alternate every other one. On the hangers around the periphery of the store. Alternate every other one. English French English French Marketing & Product Guide 21

24 Promotional Signs Component Where to install sign Version Re-Order code Images Perimeter Transparency Square (My Whisky) Dimensions: 28.5 w x 28.5 h Perimeter Transparency Square (Hands with Wheat) Dimensions: 28.5 w x 28.5 h Perimeter Transparency Horizontal (My Whisky) Dimensions: 45.5 w x 28.5 h Perimeter Transparency Horizontal (Hands with Wheat) Dimensions: 45.5 w x 28.5 h All Transparency signs are vendor installed between October If not installed by end of day October 15, please contact hellolcbo English English English English Promotional Turn 8 My Whisky

25 Promotional Signs Component Where to install sign Version Re-Order code Images Perimeter Transparency Vertical (My Whisky) Dimensions: 28 w x 54 h Perimeter Transparency Vertical (Hands with Wheat) Dimensions: 28 w x 54 h Front End Merchandiser Box Sign Dimensions: 15 w x 9 h x 4.25 d Front End Merchandiser Shelf Talker Dimensions: 6.5 w x 1.75 h All Transparency signs are vendor installed between October If not installed by end of day October 15, please contact hellolcbo English English English DMS English DMS Marketing & Product Guide 23

26 Promotional Signs Signs Location On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf Signs Message SAVE Shelf Talkers Pre-Printed (Limited Time Offer Program) AIRMILES Shelf Talker Pre-Printed (Bonus Air Miles Program) NEW Shelf Talkers Pre-Printed (New Product Program) More Miles Shelf Talkers Pre-Printed (BAM Program) In The Spotlight Shelf Talkers Pre-Printed (IMAGE Program) SAVE Shelf Talkers Pre-Printed (Limited Time Offer Program) AIR MILES Shelf Talkers Pre-Printed (Bonus Air Miles Program) New Shelf Talkers Pre-Printed (New Product Program) In The Spotlight Shelf Talkers Pre-Printed (IMAGE Program) Component Specifications 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h English/No Price Price/No Price 6.5 w x 1.75 h Bilingual/No Price Price/No Price 6.5 w x 1.75 h Bilingual/No Price Price/No Price 6.5 w x 1.75 h Bilingual/No Price Price/No Price 6.5 w x 1.75 h Bilingual/No Price Re-Order code DMS DMS DMS DMS DMS DMS DMS DMS Images DMS Promotional Turn 8 My Whisky

Promotional Signs Signs Location On Shelf On Shelf On Shelf On Shelf Cut Cases On Shelf On Shelf On End Aisles Signs Message Pre-printed (Regular Program 65 versions) Pre-printed (Community Program

bundle) Pre-printed Go Green Extender insert 1 version Component Specifications Extender strips 12 x 2.5 Extender strips 12 x 2.5 Extender strips 12 x 2.5 Shelf Talkers Blank 6 x 1.

27 Promotional Signs Signs Location On Shelf On Shelf On Shelf On Shelf Cut Cases On Shelf On Shelf On End Aisles Signs Message Pre-printed (Regular Program 65 versions) Pre-printed (Community Program 10 versions) Pre-printed (Discovery Program 9 versions) Blank Shelf Talkers (1 version x 50 per bundle) Blank Pricer Cards (1 version x 30 per bundle) Blank Extender Strips (1 version x 15 per bundle) Pre-printed Go Green Extender insert 1 version Component Specifications Extender strips 12 x 2.5 Extender strips 12 x 2.5 Extender strips 12 x 2.5 Shelf Talkers Blank 6 x 1.75 Pricer Cards Blank 8 x 7 Extender strips Blank 12 x 2.5 Extender strips Pre-printed 12 x 2.5 Re-Order code DMS DMS DMS DMS DMS DMS DMS Images Pre-printed Thematic (59 versions My Whisky ) Shelf Talkers 6 x 5 DMS Marketing & Product Guide 25

28 26 Promotional Turn 8 My Whisky

29 Advertising My Whisky - Free Standing Insert (FSI) Whisky Distilled - Free Standing Insert (FSI) Radio Transit Shelter and Digital

Advertising My Whisky Free Standing Insert (FSI) This FSI will celebrate iconic Canadian whiskies and reward loyal whisky customers with value and savings on a large selection of whisky brands.

30 Advertising My Whisky Free Standing Insert (FSI) This FSI will celebrate iconic Canadian whiskies and reward loyal whisky customers with value and savings on a large selection of whisky brands. FSI Drop Date Thursday October 16 th and Friday October 17 th (varies by publication) Market Publication Thursday, October 16, 2014 Barrie Belleville Brampton Burlington Guelph Hamilton Kingston Kitchener London Madoc/Stirling/ Marmora Markham Newmarket North Bay Oshawa/Whitby Oshawa/Whitby Ottawa Richmond SSM St Catharines Strathroy Thunder Bay Timmins Toronto Trenton Windsor Barrie Examiner Bellville News Brampton Guardian Burlington Post Guelph Mercury Hamilton Spectator Kingston Whig Standard Kithchener Waterloo Record London Free Press Central Hastings News Markham Economist Nemarket Aurora Era Banner North Bay Nugget Clarington This week Oshawa-Whitby This Week Ottawa Citizen Richmond Hill Liberal Sault Star St Catherine Standard London Community News Thunder Bay Chronicle Journal Timmins Daily Press Toronto Star Quinte News Windsor Star Market Friday, October 17, 2014 Chatham Kenora Mississauga Oakville Peterborough Sudbury Sunday, October 19, 2014 Ottawa Toronto Publication Chatham This Week Kenora Daily Miner and News Mississauga News Oakville Beaver Peterborough This Week Sudbury Star Ottawa Sun Toronto Sun 28 Promotional Turn 8 My Whisky

31 Advertising Participating Products LCBO# Description Format (ml) 893 Wiser's Deluxe Wiser's Small Batch Whisky Auchentoshan 12 Year Old Single Malt Scotch Crown Royal The Black Grouse White Owl Whisky Jameson Irish Whiskey The Glenlivet 12YO Single Malt Scotch Whisky The Famous Grouse Collingwood Jack Daniel's Honey Forty Creek Copper Pot Reserve Canadian Club Classic Canadian Club Reserve Crown Royal Maple Finished Bowmore 12 Year Old Islay Single Malt Gentleman Jack Rare Tennessee Whiskey Centennial 10 Year Old Limited Edition Rye Forty Creek Barrel Select Forty Creek Spike Honey Spiced Canadian Club Maple Whisky Canadian Club 100% Rye Whisky 750 Marketing & Product Guide 29

Advertising Whisky Distilled Free Standing Insert (FSI) Liquid gold. Spirit king. Distilled perfection. Whisky Distilled is a guide to the most flavourful spirit you can sip.

32 Advertising Whisky Distilled Free Standing Insert (FSI) Liquid gold. Spirit king. Distilled perfection. Whisky Distilled is a guide to the most flavourful spirit you can sip. With cocktail mixes, a how-to for hosting a Southern style barbecue and trend pieces to show the latest in whisky innovation there is something for the novice to the aficionado. FSI Drop Date Saturday, October 18, 2014 Globe and Mail National Post Toronto Star Ottawa Citizen London Free Press Participating Products LCBO# Description Format ml 984 Alberta Premium Johnnie Walker Black 12 Yr Jameson Irish Whiskey Bushmills Irish Whiskey Laphroaig Quarter Cask Single Islay Malt Bulleit Bourbon Frontier Whiskey Auchentoshan 12 Year Old Single Malt Scotch Highland Park 12 Yr Old Single Malt Crown Royal Crown Royal Maple Finished Knob Creek Bourbon Bowmore 12 Year Old Islay Single Malt Macallan Amber Dillon's The White Rye Bulleit Rye Promotional Turn 8 My Whisky

33 Advertising LCBO# Description Format ml George Dickel Rye Toronto Distillery Ontario Organic Wheat Spirit Stalk & Barrel Single Malt Whisky Cardhu Amber Rock Talisker Storm The Glenlivet Nadurra Oloroso Canadian Club 100% Rye Canadian Club Chairman's Select Maple Wiser's Spiced Torched Toffee Forty Creek Spike Honey Spiced Wild Oak Whisky Woodford Reserve Distiller's Select Bourbon Forty Creek Barrel Select Buffalo Trace Bourbon 750 Vintages Knappogue Castle 12 Years Old Irish Single Malt Tomintoul 16 Years Old Speyside Glenlivet Single Malt Glenmorangie Signet Highland Single Malt Glenfarclas 105 Cask Strength 10 Years Old Highland Single Malt 700 Marketing & Product Guide 31

34 Advertising Radio Radio will run for 3 weeks starting October 14 November 9, 2014 for Toronto, Ottawa, Kitchener, London, Windsor, Barrie, Sudbury, Kingston, Thunder Bay, Peterborough, Orillia, Owen Sound, North Bay, Midland, Bancroft, Collingwood & Gravenhurst Online Advertising Big Box, Leader board, Skyscraper ads will promote the following Whisky Brands Canadian Club 100% Rye 750 ml Forty Creek Spiked Honey Spiced 750 ml Wiser s Torched Toffee 750 ml Crown Royal 1140 ml Out Of home Advertising Transit shelter ads will be placed in the Toronto and Ottawa areas promoting these suppliers brands Canadian Club 100% Rye 750 ml Forty Creek Spiked Honey Spiced 750 ml Wiser s Torched Toffee 750 ml Manhattan Cocktail How-To Video Mix like a Pro! Everyone loves a simple whisky mix, but why not have customers take their mixing abilities to the next level by learning to make the classic Manhattan cocktail! Let customers know they can see how to do it for themselves at lcbo.com/manhattan with our newest How-to cocktail video. 32 Promotional Turn 8 My Whisky

35 Halloween Program Participating Stores Stores that participate in the following programs: Craft Beer Display Table (Nesting Table 1) Featured Gift 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 22, 23, 25, 31, 35, 36, 38, 40, 41, 55, 57, 60, 74, 82, 93, 95, 101, 115, 130, 132, 143, 148, 149, 156, 164, 171, 179, 187, 198, 200, 207, 211, 212, 217, 218, 226, 243, 248, 249, 250, 252, 253, 255, 263, 265, 279, 288, 295, 298, 300, 325, 326, 329, 334, 340, 344, 346, 351, 355, 359, 360, 361, 367, 371, 373, 378, 381, 385, 386, 388, 389, 390, 391, 393, 394, 401, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 459, 470, 481, 483, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 522, 523, 528, 532, 534, 542, 544, 545, 546, 549, 554, 555, 556, 568, 573, 575, 579, 580, 586, 587, 590, 601, 602, 605, 614, 616, 617, 619, 623, 624, 627, 630, 631, 632, 633, 640, 641, 643, 699, 703, 706, 741, 771

36 Halloween Program Overview The haunted flavours are back for our annual Halloween mini-promotion. They will cast their spell in select stores for a limited time. This year s promotion includes an assortment of craft beer along with wines and spirits. Key Dates Install: October 12, 2014 Take Down: November 3, 2014 (or until inventory is depleted). Components Shelf Talkers (English) Re-order# DMS Shelf Talkers (Bilingual) Re-order# DMS Merchandising Instructions Stores that participate in the Display Table program must merchandise these products on the designated Halloween table (Nesting Table 1). If your store participates in the Featured Gift program, please consider merchandising these products on the Gifting Promo Fixture, alongside the Halloween buckets and bags. Please see Featured Gift section of this guide (page 67-74) for full merchandising instructions. If your store participates in the Craft Beer program, please consider merchandising participating beers within your store s Craft Beer section. Other stores may order and merchandise products at their discretion. Merchandise pre-printed shelf talkers with corresponding products. Bilingual stores MUST display the Bilingual version of the Shelf Talkers. 34 Promotional Turn 8 My Whisky

37 Halloween Program Participating Products LCBO# Description Format (ml) Great Lakes Brewery Pumpkin Ale Brooklyn Post Road Pumpkin St Ambroise Pumpkin Ale 4 x Highballer Pumpkin Ale Southern Tier Pumpking Crystal Head Vodka Captain Morgan Black Spiced Rum Black Creek Pumpkin Ale Spooks Ale Chamucos Reposado Tequila Spicebox Pumpkin Whisky Kah Blanco Tequila Spud Pumpkin Spice Sweet Potato Vodka Crystal Head Vodka Tree Jumpin Pumpkin Ale Buxton Jaw Gate American Pale Ale Samuel Adams Fat Jack Southern Tier Warlock Barn Door Brewing Monster Mash Halloween Lager Smirnoff Double Black Curious Beasts Red Wine Apothic Dark Hornitos Black Barrel Tequila Paranormal Imperial Pumpkin Ale Steam Works Pumpkin Ale Mount Gay Black Barrel 750 Marketing & Product Guide 35

39 NHL Blockpile Program Participating Stores 1, 4, 6, 10, 14, 19, 21, 22, 23, 25, 26, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 45, 47, 50, 54, 57, 58, 60, 62, 63, 63, 64, 65, 68, 69, 77, 80, 81, 82, 84, 85, 86, 90, 93, 95, 102, 103, 103, 106, 115, 130, 132, 137, 140, 143, 144, 145, 148, 153, 154, 155, 164, 165, 168, 171, 175, 185, 187, 188, 190, 195, 198, 199, 200, 201, 209, 217, 221, 223, 226, 227, 228, 232, 233, 234, 236, 237, 242, 243, 244, 249, 250, 252, 255, 263, 265, 268, 278, 287, 288, 298, 300, 312, 325, 326, 329, 334, 343, 344, 355, 358, 359, 359, 360, 361, 362, 363, 366, 367, 371, 373, 378, 381, 384, 385, 386, 387, 389, 390, 391, 392, 393, 394, 397, 401, 404, 407, 408, 411, 412, 416, 417, 427, 428, 431, 432, 434, 438, 443, 445, 452, 453, 457, 459, 469, 470, 481, 490, 494, 495, 497, 499, 501, 505, 511, 522, 523, 526, 528, 532, 536, 542, 544, 545, 546, 549, 551, 555, 559, 566, 568, 569, 572, 573, 575, 579, 586, 587, 590, 601, 602, 605, 609, 616, 617, 618, 619, 623, 624, 629, 630, 631, 632, 638, 641, 642, 643, 694, 699, 702, 703, 706, 741, 771, 776

40 NHL Blockpile Program Overview To promote the start of the NHL season, select stores will be required to build a block pile display featuring Molson Coors products that are official sponsors of the NHL. Signage will also promote a supplier-run contest to win tickets to the NHL All-Star Game. This is a supplier-funded program and participation is mandatory. Key Dates Ship Date: October 7, 2014 Install: October 14, 2014 Take Down: November 9, 2014 Participating Products LCBO# Description Format (ml) Molson Canadian 6 X Coors Light 6 X Molson Canadian Signage and Merchandising Instructions Blockpile Kit (Re-order# DMS ) Each kit will include: Pole Topper Pricer Cards (products + contest) Shelf Talkers (products) Blockpile Display: Use the Pole Topper sign to build a Blockpile display with the participating products. Install the Pricer Cards in front of the participating products. Display the contest Pricer Card. In-Section Display: Install the Shelf Talkers in-section in front of the participating products. 38 Promotional Turn 8 My Whisky

41 Mini Thematic Participating Stores 1, 4, 5, 11, 14, 15, 17, 21, 22, 25, 35, 36, 38, 40, 55, 57, 64, 72, 74, 79, 82, 83, 93, 95, 97, 102, 106, 115, 130, 132, 140, 143, 148, 149, 153, 154, 156, 164, 187, 191, 192, 196, 198, 207, 210, 211, 212, 214, 217, 221, 226, 233, 242, 243, 248, 249, 250, 252, 253, 269, 278, 279, 287, 288, 298, 300, 311, 320, 324, 325, 326, 329, 334, 343, 344, 346, 355, 359, 361, 367, 371, 373, 378, 381, 382, 385, 386, 387, 388, 389, 390, 391, 392, 393, 397, 398, 400, 401, 402, 404, 407, 412, 417, 427, 431, 432, 434, 437, 438, 443, 445, 456, 457, 459, 465, 481, 486, 490, 495, 497, 499, 501, 511, 518, 521, 522, 523, 528, 532, 534, 540, 542, 544, 545, 549, 551, 553, 554, 556, 559, 566, 568, 569, 573, 575, 579, 580, 586, 587, 590, 619, 624, 630, 633, 632, 638, 641, 643, 644, 694, 699, 700, 702, 706, 741, 771, 776

42 Mini Thematic Promotional Fixture Participation is mandatory Detailed Merchandising Instructions The Mini-Thematic Program is designed to highlight products which are new, engaging or niche product categories. Special Instructions Merchandise products by like size and colour to create an impactful display. Location Refer to your store floor plan Fixture Components Category Sign Holder Brochure Holder SKU Count Min 6, Max 15 Stores are recommended to feature all skus but a minimum of 6 brands must be featured. Products are not force-allocated. The 1 in 1out rule does not apply on the Promotional Fixture. The Mini Thematic brochures feature 8 12 brands (which vary by thematic). To support the sales and marketing strategy, it is recommended to feature all SKUs participating in the program. Signage Components Category Sign (long or short) Shelf Talkers Occasional Customer Takeaway If bringing in all participating products is not conductive to your individual store, the following guidelines must be met: The Promotional Fixture must be fully merchandised at all times. This may mean increasing the number of cases per SKU or increasing the number of SKUs brought in for the promotion. A minimum of 6 brands must be featured to ensure a healthy looking display that is ready for business. Featured products are not force-allocated. If a feature product is currently carried by your store, additional stock is to be ordered to support the secondary display space on the Promotional Fixture. If a store is bringing in a featured product to support the Promotional Fixture Program, the 1 in/1 out rule does not apply during the promotional periods. If a store decides to list a featured product AFTER the promotional period has concluded, the 1 in/1 out rule does apply. 40 Promotional Turn 8 My Whisky

43 Mini Thematic Promotional Fixture Participation is mandatory Overview The Period 8 Mini Thematic will feature 14 juicy, lush reds and zippy, fresh whites from Chile that flatter food and set the flavour bar high. We ve hand-picked some of our faves beautiful sipped on their own and stellar paired with our easy menu ideas. Key Dates Install: October 12, 2014 Take Down: November 9, 2014 Participating Products LCBO# Description Format (ml) Santa Carolina Carmenere Reserva Veramonte Reserva Sauvignon Blanc Amaral Sauvignon Blanc Leyda Reserva Pinot Noir Montes Twins Root 1 Carmenere Colchagua Epica Red Santa Rita Reserva Chardonnay Errazuriz Max Reserva Cabernet Sauvignon Adobe Reserva Merlot Organic Cono Sur Bicicleta Chardonnay Casillero Del Diablo Rsv Cab/Sav Las Mulas Organic Sauvignon Blanc Reserve Carmen Reserva Carmenere 750 Marketing & Product Guide 41

44 Mini Thematic Promotional Fixture participation is mandatory Components Component Where to install sign Re-Order code Images Promo Fixture Sign Short (English/French) Dimensions: 28 w x 6 3/8 h Promo Fixture Sign Long (English/French) Dimensions: 43 w x 6 3/8 h Promo Fixture Shelf Talker (English and Bilingual Versions) Dimensions: 6.5 w x 1.75 h Promotional Fixture Promo fixtures and in-section in front of participating products Image not available Image not available DMS Image not available 42 Promotional Turn 8 My Whisky

Signature Collection Participating Stores 1, 2, 5, 10, 15, 17, 18, 21, 25, 26, 31, 35, 36, 37, 38, 40, 83, 106, 115, 140, 143, 148, 149, 154, 156, 163, 164, 171, 179, 182, 187, 195, 198, 212, 214,

45 Signature Collection Participating Stores 1, 2, 5, 10, 15, 17, 18, 21, 25, 26, 31, 35, 36, 37, 38, 40, 83, 106, 115, 140, 143, 148, 149, 154, 156, 163, 164, 171, 179, 182, 187, 195, 198, 212, 214, 217, 226, 243, 252, 253, 265, 287, 288, 295, 298, 311, 325, 326, 329, 333, 334, 344, 346, 355, 360, 367, 371, 378, 383, 384, 385, 386, 390, 393, 394, 398, 403, 404, 407, 412, 415, 417, 431, 432, 437, 438, 443, 445, 452, 457, 481, 483, 485, 486, 494, 495, 497, 499, 511, 521, 522, 523, 528, 532, 534, 536, 542, 545, 547, 553, 556, 566, 568, 569, 573, 579, 590, 593, 614, 616, 619, 623, 624, 629, 630, 631, 632, 634, 636, 641, 643, 698, 702, 771, 776

46 Signature Collection Overview The Signature Collection is a curated assortment originating from premium wine growing regions around the world (Australia, California, France, Italy and New Zealand). The goal is to take advantage of the customers who are looking to purchase wines at a more premium price point in the LCBO Wines section. This program allows us to build customer confidence while shopping the premium end of the Wines section and bridge them to eventually shop Vintages. The Signature Collection products are priced premium relative to the other products within the category sets and over deliver in terms of quality, price and value. Participating Products LCBO# Description Size Anselme La Fiole Du Pape Chateauneuf Pape Red 750 ml Marques De Riscal Reserva 750 ml Ruffino Chianti Classico Riserva Ducale Docg 750 ml Bouchard Pere & Fils Pouilly-Fuisse 750 ml Castello Di Neive Barbaresco Docg 750 ml Batasiolo Barolo Docg 750 ml Stone Dwellers Cabernet Sauvignon 750 ml Whitehaven Pinot Noir 750 ml Bonacchi Brunello Di Montalcino Docg 750 ml Grant Burge Summers Chardonnay 750 ml Brancott Letter Series B Sauvignon Blanc 750 ml Laroche Chablis Saint Martin 750 ml Robert Mondavi Chardonnay Napa Valley 750 ml l evidence 750 ml Masi Costasera Amarone Classico Doc 750 ml Guy Saget Sancerre blanc 750 ml Bouchard Beaune de Chateau 750 ml Henry Fessy Moulin a Vent 750 ml Cockburns Vintage Port 750 ml Remoissenet Bourgogne Blanc 750 ml Rodney Strong Alexander Valley Cabernet Sauvignon 750 ml Kenwood Zinfandel Sonoma County 750 ml Wolf Blass Grey Label Shiraz 750 ml 44 Promotional Turn 8 My Whisky

Signature Collection Signage Components Pre-printed Shelf Talkers (Re-order# DMS 15065-009) NOTE: Starting Period 3, the Signature Collection Shelf Talkers will be shipped to participating stores by

) Takeaway Brochure (Re-order# 14102-70) Merchandising Instructions Signature Collection products are to be merchandised on the TOP SHELF of their respective country of origin sections.

47 Signature Collection Signage Components Pre-printed Shelf Talkers (Re-order# DMS ) NOTE: Starting Period 3, the Signature Collection Shelf Talkers will be shipped to participating stores by the start of each Period via store mailbag.) Takeaway Brochure (Re-order# ) Merchandising Instructions Signature Collection products are to be merchandised on the TOP SHELF of their respective country of origin sections. This helps tell their premium story and create high visibility in section. Merchandise the shelf talkers in front of participating products in section. Display the brochure in section using the in section brochure holder, or in a prominent location in-store, where customers can access them easily. NOTE: The Signature Collection program is a permanent program; please merchandise the preprinted Shelf Talkers in-section at all times. New Logo for the Signature Collection Brochures (Re-order# ) Marketing & Product Guide 45

48 46 Promotional Turn 8 My Whisky

Social Responsibility In-store Signage Check 25 (25 or Younger) Program Rear Cash Register Sign Window Showcard Metal Floor Stand Sign Tent Card Perpendicular Shelf Talker (3 x 3 ) Second-party

49 Social Responsibility In-store Signage Check 25 (25 or Younger) Program Rear Cash Register Sign 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 Please note that the signage has been redesigned in accordance with the new brand standards. Although similar in appearance it has a new font and colour. All stores must remove and recycle all old Check 25 and Second-party Purchase Program signage. Please see below for merchandising instructions.

50 Social Responsibility In-store Signage Overview Check 25 (25 or Younger) Program The Check 25 (25 or Younger) Program requests that customers who are under the age of 25, or appear to be, to have their valid I.D. ready to be checked. The aim is to build further awareness among our customers, encourage individuals to be proactive and have their I.D. ready if they are under 25, and to help LCBO staff ensure that alcohol is not sold to minors. Second-Party Purchase Preventing sales to minors and those who intoxicated is a year-round responsibility that we take very seriously. When staff has reasonable grounds to believe someone is buying for a minor, the Liquor Licence Act gives them the right and responsibility to refuse the sale. The Did you know in-store signage program informs customers about this policy and reinforces our commitment to responsible service. Participating Stores All Stores Key Dates Do not remove until further notice Signage Components and Merchandising Instructions Please ensure that all signage components are replaced when they start peeling, begin to fade or look worn out. 48 Promotional Turn 8 My Whisky

NOTE: The following stores as well as all new stores will not receive this signage component as it will not fit on the back of the new cash monitors (4, 144, 351, 378, 465, 532, 551, 580, 587, 600,

51 Social Responsibility In-store Signage Check 25 (25 or Younger) program 1. Rear Cash Register Sign (Bilingual) Affix the four Velcro dots on the back of the sign, in each corner, and on the back of each cash monitor. Please ensure the creative is facing customers. NOTE: The following stores as well as all new stores will not receive this signage component as it will not fit on the back of the new cash monitors (4, 144, 351, 378, 465, 532, 551, 580, 587, 600, 609, 627, 644). Re-order # DMS-SR Window Show Card (Bilingual) This sign was shipped to store with three or more window show card fixtures. Install the sign on every third version as part of the rotation with the current promotion turn s show cards. Do not discard or replace this show card at the end of the promotional turn; it is to stay installed until further notice. Re-order # DMS-SR Marketing & Product Guide 49

Social Responsibility In-store Signage Check 25 (25 or Younger) program 3.

entrance of the store (but not in the vestibule as that s where the parking lot sign is sometimes displayed) or at the front

The stand should not go behind the cash, but rather in front of the cash as customers approach to check out.

Tent Card (Bilingual) Display the tent card on the Tasting Bar and/or in the special events kitchen for all in-store tastings

52 Social Responsibility In-store Signage Check 25 (25 or Younger) program 3. Metal Floor Stand Sign (English/French) Place metal stand with the 25 or Younger sign in a prominent location near the entrance of the store (but not in the vestibule as that s where the parking lot sign is sometimes displayed) or at the front of the cash where you might see the hero display. The stand should not go behind the cash, but rather in front of the cash as customers approach to check out. Re-order #DMS-SR 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-SR 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 # Re-order # DMS-SR Promotional Turn 8 My Whisky

Social Responsibility In-store Signage Second-Party Purchase Program 1.

perpendicular shelf talker in-section. Each kit contains 10 pieces.

and Younger and Second-party Purchase program on all front-end merchandisers.

53 Social Responsibility In-store Signage Second-Party Purchase Program 1. Perpendicular Shelf Talker 3 x 6 (English/French) At Store Manager s discretion, display the perpendicular shelf talker in-section. Each kit contains 10 pieces. Clips can be ordered through Central Supply # Re-order # DMS-SR Signs for both programs 1. Front End Merchandiser Sign (Bilingual) This sign is to be alternated between both the 25 and 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. Check 25 Program Re-order # DMS-SR Second-party Purchase Program Re-order # DMS-SR Marketing & Product Guide 51

Check 25 Program Re-order # DMS-SR-15003 Second-party Purchase Program Re-order #DMS-SR-15004 3.

54 Social Responsibility In-store Signage Check 25 (25 or Younger) program 2. Poster (English/French) At Store Manager s discretion, display both posters on the Community Board or within the customers line of vision as they approach the cash counter. Check 25 Program Re-order # DMS-SR Second-party Purchase Program Re-order #DMS-SR POS Screen (Bilingual) POS screens displaying the Check 25 Program as well as the Second-party Purchase Program message are included as part of the existing rotation. 4. PA Announcements (Bilingual) The in-store music includes a Check 25 Program PA announcement as well as a Second-party Purchase Program announcement. The announcements rotate every 15 minutes, in English and French, between music. 52 Promotional Turn 8 My Whisky

55 Exterior Springer Signs

Exterior Springer Sign Participating Stores All Stores Components & Re-ordering NOTE: All participating stores will NOT receive a new sign for Period 8. Please re-use Period 7 Check 25 sign.

56 Exterior Springer Sign Participating Stores All Stores Components & Re-ordering NOTE: All participating stores will NOT receive a new sign for Period 8. Please re-use Period 7 Check 25 sign. Check 25 (25 or Younger) Program Exterior Springer Sign (English/French) Re-order #: Merchandising Instructions Key Dates Check 25 (25 or Younger) Program Install: October 12, 2014 Take down: November 9, 2014 Remove the Giving Back sign and install the Check 25 sign. Please ensure the sign placement does not pose a potential health and safety risk. Please do not display the signs outside when there are strong winds. The may tip over and cause injury. 54 Promotional Turn 8 My Whisky

Shopping Cart Signs The inside of the shopping cart should always feature the Sold Supplier Program and the outside is always reserved for Social Responsibility messaging.

57 Shopping Cart Signs The inside of the shopping cart should always feature the Sold Supplier Program and the outside is always reserved for Social Responsibility messaging. The Social Responsibility sign is bilingual. The supplier sign is English only. Signs are to be installed by the start of the promotion. Participation is mandatory for the following designated stores. Participating Stores 1, 4, 5, 10, 15, 17, 21, 22, 23, 24, 26, 31, 33, 34, 35, 36, 38, 39, 41, 44, 45, 48, 49, 55, 57, 58, 59, 61, 62, 64, 65, 70, 71, 74, 77, 79, 80, 82, 83, 84, 93, 95, 101, 102, 106, 115, 125, 130, 132, 140, 144, 145, 148, 154, 156, 163, 164, 166, 167, 168, 171, 179, 185, 187, 190, 191, 195, 198, 200, 207, 209, 210, 211, 212, 214, 216, 217, 218, 221, 226, 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, 365, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 399, 401, 402, 407, 412, 416, 417, 420, 428, 432, 437, 438, 443, 444, 445, 446, 449, 454, 456, 459, 465, 467, 474, 477, 481, 486, 490, 491, 494, 495, 497, 499, 502, 507, 509, 511, 518, 521, 522, 523, 534, 536, 540, 542, 544, 546, 549, 550, 551, 554, 555, 556, 559, 566, 569, 572, 573, 575, 579, 580, 587, 590, 593, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 640, 641, 643, 644, 645, 694, 695, 698, 699, 702, 703, 706, 741, 771, 776

Shopping Cart Signs Thematic Sign (Sold to the Trade) Participating Products: LCBO# 394346 Wiser s Torched Toffee 750 ml Re-order DMS-15085-002 Key Dates Install: October 12, 2014 Take down: November

58 Shopping Cart Signs Thematic Sign (Sold to the Trade) Participating Products: LCBO# Wiser s Torched Toffee 750 ml Re-order DMS Key Dates Install: October 12, 2014 Take down: November 9, 2014 Social Responsibility Sign (Check 25 or Younger) Please continue display the Check 25 signs. Key Dates Take down: Keep existing signage until further notice. Merchandising Instructions Thematic Sign Re-order# DMS Shopping Cart Sign Re-order# DMS Remove the Period 7 Open Rielsingn signs and recycle. Install the new Period 8 Wiser s Torched Toffee sign on the inside of the frames of the cart. Please keep the Check 25 Shopping Cart Signs in the frames on the outside of the Shopping Carts until further notice. 56 Promotional Turn 8 My Whisky

59 Spirited Pick Basket Program All Stores

Spirited Pick Basket Program Basket Fixture It has proven over and over again that Basket Fixtures are an extremely effective way of increasing sales of any product.

95 Cranberry Juice 375 ml 466854 Appleton Estate V/X $14.95 $1.00 $13.

60 Spirited Pick Basket Program Basket Fixture It has proven over and over again that Basket Fixtures are an extremely effective way of increasing sales of any product. Key Dates Install Date: October 12, 2014 Take Down: Until further notice LCBO# Description Retail LTO Now Mix it With Format Grand Marnier $23.95 $4.00 $19.95 Cranberry Juice 375 ml Appleton Estate V/X $14.95 $1.00 $13.95 Ginger Ale 375 ml Merchandising Instructions For stores participating in Front End Merchandiser (FEM) program For a list of participating stores, please refer to page 59 of this guide. Please use white marker to fill in production information on signs Please be sure to include on the sign the Mix It 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 For non-fem stores Stores are encouraged to merchandise these great offers if baskets and space are available. Please follow all Health and Safety regulations Basket Signs (Re-order# DMS-FEM Black Signs) All stores are encouraged to merchandise these great offers in any discretionary space near the cash, or in baskets if they are available. 58 Promotional Turn 8 My Whisky

61 Front End Merchandiser This is a Sold Program and participation is mandatory. Participating Stores 23, 24, 26, 33, 35, 50, 55, 58, 59, 63, 64, 65, 68, 70, 74, 79, 80, 82, 86, 90, 93, 95, 97, 101, 102, 106, 130, 153, 154, 156, 165, 188, 190, 192, 200, 201, 209, 210, 211, 216, 221, 226, 233, 249, 250, 252, 263, 270, 278, 288, 298, 300, 312, 325, 326, 343, 344, 351, 359, 373, 378, 381, 382, 386, 387, 391, 392, 401, 427, 438, 456, 459, 465, 490, 491, 501, 522, 540, 544, 545, 549, 554, 563, 587, 605, 609, 617, 640, 741

Front End Merchandiser FEM Sold Space Program Overview The Front End Merchandiser program has proven to generate incremental sales, create

Signage will be shipped to participating stores each Period.

Stores are required to use 3 shelves plus the plinth/base (i.e. The featured products should be water-falled on 3 shelves).

62 Front End Merchandiser FEM Sold Space Program Overview The Front End Merchandiser program has proven to generate incremental sales, create consistency across the stores and encourage customers to discover new products. This is a sold program and participation is mandatory. Signage will be shipped to participating stores each Period. Merchandising Instructions Effective: May 27, 2012 For Period 8, the Sold Space program will feature Molson Canadian Cider and Molson Canadian Stone Fruit Cider. 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. Participating Products LCBO# Description Format Molson Canadian Cider 473 ml Molson Canadian Stone Fruit Cider 473 ml Signage Components Re-Order# for kit is DMS Pre-Printed Shelf Talker and Box Sign Front End Merchandiser Sold Space Implementation Guide Box Sign Shelf Talker 60 Promotional Turn 8 My Whisky

63 Front End Merchandiser Front End Merchandiser Core List /15 LCBO# Description Size Beer and Chasers Crown Royal 200 ml Grand Marnier 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Forty Creek Barrel Select 200 ml Cool Convenience Crown Royal 200 ml Grand Marnier 200 ml Alberta Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Premium Destination Jack Daniel s Tennessee Whiskey 200 ml Crown Royal 200 ml Canadian Club Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Baileys Irish Cream 200 ml Grant s Family Reserve 200 ml Iceberg Vodka 200 ml Mainstream Spirits Crown Royal 200 ml Walker s Special Old 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml Absolut Vodka 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml LCBO# Description Size Big Brands Crown Royal 200 ml Alberta Premium 200 ml Walker s Special Old 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml Baileys Irish Cream 200 ml Wiser s Deluxe 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodk 200 ml Polar Ice Vodka 200 ml Global Roots Jack Daniel s Tennessee Whiskey 200 ml Crown Royal 200 ml Canadian Club Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Grant s Family Reserve 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Up-spend Mainstream Crown Royal 200 ml Canadian Club Premium 200 ml Bacardi Superior 200 ml Smirnoff Vodka (P.E.T.) 200 ml St Remy Brandy 200 ml Absolut Vodka 200 ml Baileys Irish Cream 200 ml Fireball Whisky Shooter 200 ml Iceberg Vodka 200 ml Polar Ice Vodka 200 ml Marketing & Product Guide 61

64 Front End Merchandiser Reminder Stores participating in the Front End Merchandiser Program must also set up the core 200mL Spirits Program. Core 200mL Spirits PPG Program The top 10 selling 200mL Spirits, sorted by Product Profile Grouping (PPG), are to be set up on priority cash #2 (i.e. the cash desk that receives the second highest traffic). See the sample floor plans in your Front End Merchandiser Sold Space Implementation Guide on pages for the location of the display. The display does not change from period to period as it is intended to protect the majority of sales generated from the Front End Merchandisers. Stores MUST list the Core SKUs that are associated to the PPG (Core 200mL s DO NOT count against a store s total approved SKU count). The Core SKUs cannot be delisted. For the Core 200mL Spirits feature, stores are required to use four shelves and plinth/base (i.e. two products per shelf, total five shelves are required). 200 ml & 375 ml discretionary displays PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) Staff Picks Basket Above example is based on Type 3. Staff Picks Basket 62 Promotional Turn 8 My Whisky

65 Wine Fridge (Turn 2: September 14, 2014 January 31, 2015) This is a Sold Program and participation is mandatory.

Wine Fridge Turn 2 (PT7 PT11) Turn 2 (PT7 PT11) For product and Planoguide questions please call: Courtney Dawson Product Manager New World Wines 416-864-6868 Key Dates Start Date: September 14, 2014

66 Wine Fridge Turn 2 (PT7 PT11) Turn 2 (PT7 PT11) For product and Planoguide questions please call: Courtney Dawson Product Manager New World Wines Key Dates Start Date: September 14, 2014 End Date: January 31, 2015 Astrid Brummer Product Manager Ontario Wines Participating Products and Planograms Bobby Panchu Product Manager European Wines For complete details pertaining to the Wine Fridge Sold Space Program, refer to the Wine Fridge Sold Space Program guide and or on the LCBO Portal under Sales & Marketing home in the side bar menu titled SMi Retail Communications. 64 Promotional Turn 8 My Whisky

67 Wine Fridge Turn 2 (PT7 PT11) Participating Stores This is a Sold Program and participation is mandatory. Participating products have paid for premium shelf positioning. Stores must bring in participating products for display in the wine fridge. Group A Stores 1, 5, 6, 10, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 242, 243, 248, 253, 265, 269, 279, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 388, 390, 393, 394, 398, 404, 412, 428, 431, 432, 434, 437, 438, 443, 445, 452, 457, 470, 486, 494, 497, 499, 505, 511, 528, 534, 536, 542, 545, 555, 556, 566, 568, 569, 572, 573, 587, 590, 614, 619, 623, 624, 627, 629, 630, 631, 632, 641, 697, 698, 702, 741, 771, 776 Group B Stores 14, 22, 23, 24, 26, 27, 33, 34, 35, 41, 43, 44, 45, 50, 52, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 74, 77, 79, 80, 81, 82, 86, 87, 93, 95, 97, 101, 102, 106, 110, 115, 124, 125, 130, 132, 144, 145, 152, 154, 155, 168, 175, 179, 183, 187, 188, 190, 191, 192, 194, 197, 200, 201, 202, 205, 209, 210, 211, 213, 216, 218, 219, 221, 222, 225, 229, 233, 234, 237, 244, 249, 252, 255, 263, 266, 268, 270, 278, 287, 297, 300, 302, 310, 312, 313, 321, 325, 340, 341, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 386, 387, 391, 392, 395, 397, 399, 400, 402, 406, 407, 415, 416, 417, 420, 427, 436, 456, 458, 459, 465, 484, 485, 490, 491, 495, 501, 502, 518, 521, 522, 526, 532, 533, 540, 544, 546, 549, 550, 553, 554, 559, 564, 575, 579, 580, 582, 584, 586, 593, 599, 601, 602, 605, 616, 617, 618, 626, 633, 634, 635, 637, 638, 642, 643, 644, 694, 695, 699, 700 Group C Stores 2, 3, 4, 7, 9, 11, 12, 13, 17, 32, 39, 49, 73, 85, 94, 96, 99, 103, 105, 109, 112, 119, 137, 153, 157, 160, 161, 167, 181, 186, 193, 199, 223, 224, 230, 231, 238, 239, 251, 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, 403, 418, 419, 423, 430, 435, 454, 461, 473, 481, 496, 504, 509, 517, 537, 552, 562, 578, 581, 596, 598, 609, 640, 645, 677, 703, 706 Group D Stores 28, 29, 30, 42, 46, 47, 48, 53, 54, 56, 69, 78, 84, 88, 90, 91, 98, 107, 113, 116, 123, 128, 136, 139, 141, 158, 165, 166, 169, 174, 178, 196, 208, 220, 227, 232, 246, 247, 250, 258, 260, 276, 293, 294, 296, 298, 301, 320, 323, 330, 331, 363, 364, 365, 369, 383, 389, 408, 411, 414, 425, 426, 429, 446, 448, 449, 450, 455, 462, 467, 468, 469, 471, 477, 482, 483, 492, 510, 516, 519, 523, 527, 529, 530, 538, 539, 547, 551, 561, 589, 594, 612, 639 Marketing & Product Guide 65

Wine Fridge Turn 2 (PT7 PT11) In-section Available Chilled

displayed in-section in front of the participating products

Wine Fridge Hot Buttons The Wine Fridge Hot Buttons are to be

DMS-13085-42) Wine Fridge Sold Space In-Section Hot Button

English/French (1 version: 22 pieces/bundle) Wine Fridge Sold

68 Wine Fridge Turn 2 (PT7 PT11) In-section Available Chilled Hot Button The Available Chilled hot buttons are to be displayed in-section in front of the participating products in their regular shelf location. Wine Fridge Hot Buttons The Wine Fridge Hot Buttons are to be displayed in front of the participating products in the wine fridge. Bilingual DMS Re-Ordering Hot Buttons (Re-order# DMS ) Wine Fridge Sold Space In-Section Hot Button Available Chilled! English/French (1 version: 22 pieces/bundle) Wine Fridge Sold Space Hot Buttons English/French (5 versions/bundle) Food Friendly, Chilled! Take me Home, Great Party Wines, Great with Chicken, Great with Seafood. Bilingual DMS Promotional Turn 8 My Whisky

69 Gift Packaging Participating Stores 1, 4, 5, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 33, 34, 35, 36, 38, 40, 41, 44, 50, 55, 57, 58, 60, 61, 62, 63, 64, 65, 68, 72, 74, 79, 80, 82, 83, 90, 92, 93, 95, 97, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 166, 168, 171, 175, 179, 182, 185, 187, 190, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 211, 212, 214, 217, 221, 226, 228, 233, 237, 242, 243, 244, 248, 249, 250, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 298, 300, 311, 324, 325, 326, 329, 333, 334, 340, 343, 344, 346, 351, 355, 359, 360, 361, 367, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 401, 402, 404, 407, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 456, 457, 459, 465, 470, 481, 485, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 518, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 554, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 598, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 640, 641, 643, 644, 645, 694, 697, 698, 699, 700, 702, 706, 771, 776

70 Gift Packaging Overview The P8 Gift program will focus on gifting options for Halloween. Stores will receive an updated Category Sign insert and Gift Tags. Please remove and recycle all Period 7 Featured Gift sign components. Key Dates Signage Ship Date: Week of October 6, 2014 Program Start Date: October 13, 2014 Take Down Date: November 8, 2014 Featured Gifts For Gifting Promo Fixture End Select participating Gifting stores will receive the following items for Period 8: Felt Halloween Bags Striped pail Wrap Kit These gifts are excellent wrap solutions for any Halloween gathering or as a host gift. The Pail is recommended to be pre-wrapped with Wine, Spirits or Beer products (see page 35 of this guide for product list). Participating Products Refer to product list from Halloween Program on page 35 of this guide. 68 Promotional Turn 8 My Whisky

Gift Packaging Featured Gift Components LCBO# Components Retail Image 394270 Halloween Felt Bags Case packed in 12 (6 per colour version) Not available for re-order 394254 Halloween

coloured wraphia ribbon 12 Sheets of Newsprint (24 x36 ) Not available for re-order Available in 3 designs Case packed in 75 (25 per design) Additional inventory available for re-order

71 Gift Packaging Featured Gift Components LCBO# Components Retail Image Halloween Felt Bags Case packed in 12 (6 per colour version) Not available for re-order Halloween Striped Pail Wrap Kits Case packed in Fall 95 Bag Not available for re-order 12 Clear Cello Bags (20 x 30 ) 12 Poly bagged ¼ Lb of crinkle shred 12 pieces of Kraft coloured wraphia ribbon 12 Sheets of Newsprint (24 x36 ) Not available for re-order Available in 3 designs Case packed in 75 (25 per design) Additional inventory available for re-order All stores have received ONE case of the Autumn 95 Bag in Period 7. Additional inventory is available to order from supplying warehouse. $5.95 $6.95 $3.50 $0.95 Marketing & Product Guide 69

72 Gift Packaging Participating Stores Stores receiving the Halloween Themed Fabric Bags, Pail & Wrap Kit 1, 4, 5, 10, 15, 17, 18, 19, 21, 22, 23, 31, 35, 38, 40, 41, 55, 57, 74, 82, 115, 130, 148, 149, 164, 171, 185, 187, 195, 198, 200, 211, 212, 214, 217, 226, 233, 243, 248, 249, 250, 252, 253, 263, 265, 279, 288, 298, 300, 311, 326, 329, 333, 334, 340, 346, 351, 355, 359, 360, 361, 367, 371, 373, 378, 383, 385, 390, 391, 392, 393, 394, 397, 398, 401, 412, 416, 417, 432, 437, 438, 443, 445, 452, 457, 459, 481, 486, 490, 494, 495, 497, 499, 505, 511, 522, 523, 528, 532, 534, 536, 542, 545, 551, 553, 554, 555, 556, 568, 573, 575, 579, 580, 587, 590, 601, 617, 619, 623, 624, 627, 629, 630, 631, 632, 640, 641, 643, 698, 699, 703, 741, 771, 776 Stores receiving only the Wrap Kit 25, 27, 33, 34, 36, 44, 50, 58, 60, 61, 62, 63, 64, 65, 68, 72, 79, 80, 83, 90, 92, 93, 95, 97, 102, 106, 125, 132, 140, 143, 145, 153, 154, 155, 156, 165, 166, 168, 175, 179, 182, 190, 191, 192, 196, 201, 207, 209, 210, 221, 228, 237, 242, 244, 255, 269, 278, 287, 324, 325, 343, 344, 381, 382, 386, 387, 388, 389, 402, 404, 407, 425, 426, 427, 428, 431, 434, 444, 456, 465, 470, 485, 491, 501, 518, 521, 540, 544, 546, 549, 559, 566, 569, 572, 584, 586, 598, 602, 605, 609, 616, 634, 635, 638, 644, 645, 694, 697, 700, 702, 706 Stores with Nesting Table 1 1, 4, 10, 15, 17, 21, 22, 23, 35, 38, 41, 55, 57, 74, 82, 115, 130, 149, 164, 187, 198, 200, 211, 212, 217, 226, 248, 249, 250, 253, 263, 279, 326, 329, 334, 340, 346, 351, 355, 359, 360, 367, 371, 390, 391, 393, 394, 401, 412, 416, 417, 438, 445, 459, 490, 495, 497, 522, 523, 542, 545, 554, 555, 556, 568, 573, 575, 579, 580, 587, 590, 601, 617, 619, 623, 627, 631, 632, 640, 641, 643, 699, 703, 741, 771 NOTE: Top 100 Featured Gift stores will receive 1 case of each of the Halloween items noted above (Halloween Felt Bags ( ), Halloween Striped Pail ( ) and Wrap Kit ( ). These stores have been selected based on gifting sales. Top 100 Featured Gift stores that also have Nesting Table #1 will receive 2 cases of the Halloween items above. (Halloween Felt Bags ( ), Halloween Striped Pail ( ) and Wrap Kit ( ). Stores that do not rank on the Top List and do not have Nesting Table #1 will only be force shipped the Wrap Kits ( ). Please refer to the online Period 8 Worksheets for more information. The balance of the participating Featured Gift stores who are not receiving the Halloween Felt Bags or Halloween items will be force shipped the Wrap Kit only ( ). They are instructed to assemble the recommended Beer/Spirits & Wine products by using the Year Round Galvanized Beer pail ( ), the Year Round Wine Pail ( ) and any vessels from past promotions that may be suitable during this time. Advertising Halloween Felt Bags and Pail will be featured in Run-of-Press digital ads during Period Promotional Turn 8 My Whisky

Gift Packaging Signage Description Where to Install Re-order# Category Sign

Sign insert into the sign band on the Promotional Fixture End.

15082-036 DMS-15082-037 DMS-15082-038 Place the Hot Button signs on the

73 Gift Packaging Signage Description Where to Install Re-order# Category Sign Gift Tags Shelf Talkers Autumn 95 Bag Hot Button Signs Place the Category Sign insert into the sign band on the Promotional Fixture End. Place the Gift Tags onto the Pre-Wrapped Vessels which are merchandised on the Gifting Promotional Fixture End. Place the Shelf Talkers insert on the Promotional Fixture End DMS DMS Place the Hot Button signs on the Cash Desks, Free-Standing Wooden Gift Packaging Fixture DMS (select stores), End Aisles (select stores). Marketing & Product Guide 71

Gift Packaging Merchandising Instructions Stores receiving the Halloween Themed Fabric Bags, Pail & Wrap Kit Gifting Promotional Fixture End Merchandising: Top Shelf and Middle Shelf Merchandise the

Remove 1-2 bags from their packaging and display them with the recommended Beer, Spirits and Wine products. The balance of the bags must be merchandised in the Acrylic Fabric Bag Holder.

74 Gift Packaging Merchandising Instructions Stores receiving the Halloween Themed Fabric Bags, Pail & Wrap Kit Gifting Promotional Fixture End Merchandising: Top Shelf and Middle Shelf Merchandise the Halloween Felt Bags and a selection of the recommended products on the top shelf of the Promotional Fixture End. Remove 1-2 bags from their packaging and display them with the recommended Beer, Spirits and Wine products. The balance of the bags must be merchandised in the Acrylic Fabric Bag Holder. Bottom Shelf Merchandise the orange and black Striped Halloween Pail with the recommended Beer products (4-5 products per pail). When assembling the Pails ( ) use the Wrap Kits ( ) provided. We recommend making 12 gifts at a time as there is sufficient fill in each wrap kit to prepare 12 pails. Nesting Table #1 Merchandising: Middle Table Display the Halloween Felt Bags on the table alongside the product featured on the Nesting Table #1 grouped in the centre of the Table on all tiers. 3-4 facing wide and 2 deep Lower Table & shelf beneath Merchandise the orange and black Striped Halloween Pail with the recommended Beer products (4-5 products per pail). When assembling the Pails ( ) use the Wrap Kits ( ) provided. We recommend making 12 gifts at a time as there is sufficient fill in each wrap kit to prepare 12 pails 72 Promotional Turn 8 My Whisky

Gift Packaging Stores only receiving the Wrap Kit Gifting Promotional Fixture End Merchandising: Top, Middle and Bottom Shelf Merchandise on all three shelves with pre-wrapped vessels ACTION: Stores

75 Gift Packaging Stores only receiving the Wrap Kit Gifting Promotional Fixture End Merchandising: Top, Middle and Bottom Shelf Merchandise on all three shelves with pre-wrapped vessels ACTION: Stores are advised to order the Year Round Galvanized Beer Pail ( ), and/or Year Round Wine Pail ( ) and assemble gifts with the recommended Beer products or brands suitable for store demographics. Should any residual vessel/pail inventory from past promotions be available, this is a good time assemble them with product to encourage sales and help move the inventory. When assembling the pails please ensure that you include the following information on the label by using Kwik Price Product Name(s) Product LCBO #(s) Product Price(s) Pail LCBO # Wrap Kit # Wrap Kits Charge $3.50 TOTAL PRICE Affix the label to the gift tag with the ribbon provided in the Wrap Kits. Marketing & Product Guide 73

KWIK Price Application Kwik Price Application Facts Currently store created Gift Packs require manual entry at the register for each of the individual SKU s within a Gift Pack.

76 KWIK Price Application Kwik Price Application Facts Currently store created Gift Packs require manual entry at the register for each of the individual SKU s within a Gift Pack. Stores are now able to create customized gift packs using a new module in the KWIK Price Application called Store Gifts. This module includes the ability to track the success of store created Gift Packs through an assigned Parent SKU that is entered at the register and prints all associated Child SKU s on the receipt. The printed POP signage includes the system generated Gift Pack SKU#, total price of the gift pack with a list of associated individual SKU s prices. Also where possible, sugar codes are displayed. General Rules All created Gift Packs must be assigned a name. Gift Pack names can be a maximum of 10 characters with no restrictions. The module is accessible to all ISE Security Levels to view but restricted to Clerk 3 and above for creation, edit ability (quantity/end date) and deletion. Up to 30 SKU s can be added to create a Gift Pack. NOTE: Stores can download the Kwik Price Information Guide from LCBO Portal under Retail Forms & Signs. 74 Promotional Turn 8 My Whisky

Seasonal & New Product Fixture Program Participating Stores Participating stores are grouped based on the Seasonal & New Product Fixture size.

NOTE: All stores on the Seasonal & New Product Fixture Program will NOT receive the new listings, as the force list doesn t necessarily go to those stores.

77 Seasonal & New Product Fixture Program Participating Stores Participating stores are grouped based on the Seasonal & New Product Fixture size. Each store has been allocated a specific set of merchandising instructions and is required to follow the Planoguide merchandising instructions. NOTE: All stores on the Seasonal & New Product Fixture Program will NOT receive the new listings, as the force list doesn t necessarily go to those stores. 1, 4, 5, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 33, 35, 36, 38, 40, 41, 44, 49, 50, 55, 57, 62, 63, 64, 65, 70, 74, 82, 83, 93, 95, 97, 102, 106, 115, 125, 130, 132, 144, 145, 148, 149, 153, 154, 156, 164, 168, 171, 185, 187, 191, 195, 198, 200, 207, 209, 211, 212, 217, 211, 221, 226, 228, 229, 233, 234, 237, 243, 244, 250, 252, 253, 260, 263, 265, 269, 270, 276, 278, 279, 286, 288, 295, 298, 300, 325, 326, 329, 334, 340, 341, 344, 346, 351, 353, 355, 359, 360, 361, 367, 368, 371, 373, 378, 381, 383, 385, 384, 386, 387, 388, 390, 391, 392, 393, 394, 397, 398, 401, 404, 407, 412, 416, 417, 420, 425, 427, 428, 431, 432, 437, 438, 443, 445, 449, 452, 456, 457, 459, 465, 469, 470, 474, 477, 481, 483, 490, 491, 494, 495, 497, 499, 505, 511, 516, 522, 523, 526, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 550, 551, 553, 554, 555, 556, 559, 564, 566, 568, 569, 573, 575, 579, 580, 584, 587, 590, 593, 601, 605, 609, 614, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 633, 634, 635, 638, 641, 642, 643, 644, 645, 677, 694, 695, 698, 699, 700, 702, 703, 706, 741, 771, 776

78 Seasonal & New Product Fixture Program Overview To keep this program fresh and engaging to our customers, a new set of signage with new colours was shipped to stores by the start of PT7. Please merchandise new and seasonal products on this fixture as suggested by theme and corresponding signage. Any seasonal gifts should be placed on the bottom shelf and signed with the GREAT GIFTS box sign. Key Dates Install Date: Immediately Take down Date: The end of PT8 (November 8, 2014) Signs and Re-order Information 1. Recent Arrivals Category Sign Re-order# GFT On Shelf Box Signs Re-order #: GFT091 Please use the box signs as required to merchandise the products for each specific theme. For additional signage, please call: Promotional Turn 8 My Whisky

79 Seasonal & New Product Fixture Program Participating Products & Upcoming Product Release Schedule PT8 Country LCBO# Description Retail* Format ETA Group ITALY Casa Planeta Grecanico-Chardonnay $ ml P8 DINNER PAIRINGS GERMANY Villa Wolf Riesling Pfalz $ ml P8 DINNER PAIRINGS ITALY Tenuta S. Anna Prosecco Extra Dry $ ml P8 DINNER PAIRINGS GREECE Alpha Estate Axia Red $ ml P8 DINNER PAIRINGS SPAIN Alvear Solera 1927 Pedro Ximenez $ ml P8 DINNER PAIRINGS SPAIN Monasterio de las Vinas Crianza Carinena $ ml P8 CROWD FRIENDLY ITALY FIOL Prosecco $ ml P8 DINNER PAIRINGS FRANCE Pierre Sparr Cremant Brut Reserve Alsace $ ml P8 DINNER PAIRINGS IRISH WHISKEY Gingers $ ml P8 NEW SCOTCH Talisker Port Ruighe $ ml P8 NEW AMERICAN WHISKEY CANADIAN WHISKY CANADIAN WHISKY CANADIAN WHISKY CANADIAN WHISKY AMERICAN WHISKEY CANADIAN WHISKY CANADIAN WHISKY St. George Breaking & Entering $ ml P8 NEW Canadian Club Chairman Maple $ ml P8 NEW Wiser's Spiced Torched Toffee $ ml P8 NEW Wiser's Spiced Vanilla 375mL $ ml P8 NEW Forty Creek Spike Honey Spiced $ ml P8 NEW Red Stag Hardcore Cider $ ml P8 NEW Masterson's 12YO Straight Wheat $ ml P8 NEW Masterson's 10YO Straight Barley $ ml P8 NEW LIQUEURS Jagermeister Spice $ ml P8 NEW COGNAC Meukow Cognac VS $ ml P8 NEW LIQUEURS Kahlua Pumpkin Spice $ ml P8 NEW LIQUEURS Sortilege Spiced Nut $ ml P8 NEW LIQUEURS Bailey's Chocolate Cherry $ ml P9 NEW CANADIAN WHISKY Crimson Rye Whisky $ ml P8 NEW CANADIAN Wild Oak Whisky $ ml P8 NEW WHISKY TEQUILA Chamucos Reposado $ ml P8 GREAT GIFTS TEQUILA Sauza Hornitos Black Barrel $ ml P8 GREAT GIFTS *Price Subject to Change Marketing & Product Guide 77

80 Seasonal & New Product Fixture Program Participating Products & Upcoming Product Release Schedule PT8 Country LCBO# Description Retail* Format ETA Group TEQUILA Kah Blanco $ ml P8 GREAT GIFTS CALIFORNIA, USA CALIFORNIA, USA Curious Beasts Red Wine (One-Shot Seasonal) $ ml P8 GREAT GIFTS Carnivor Cabernet Sauvignon $ ml P8 GREAT GIFTS ARGENTINA Trivento Decopas Sauvignon Blanc $ ml P8 FALL FAVES ARGENTINA Brazos de Los Andes Red Blend $ ml P8 FALL FAVES ARGENTINA Dona Paula Estate Malbec $ ml P8 FALL FAVES CHILE Santa Rita Madalla Real Carmenere $ ml P8 FALL FAVES CHILE Guardian Red Blend $ ml P8 FALL FAVES NEW ZEALAND Cupcake Sauvignon Blanc $ ml P8 FALL FAVES SOUTH AFRICA Rib Shack Red Pinotage Shiraz $ ml P8 FALL FAVES WASHINGTON, USA *Price Subject to Change Chocolate Shop Chocolate Wine $ ml P8 FALL FAVES 78 Promotional Turn 8 My Whisky

168, 187, 211, 221, 226, 233, 250, 252, 263, 288, 298, 300, 325, 326, 344, 351, 359, 361, 367, 378, 381,

81 Special Promotions Fixtures Re-order #BAM001 (Bilingual) Participating Stores Re-order #BAM002 (Bilingual) Re-order # Re-order # , 23, 34, 35, 44, 55, 65, 74, 82, 102, 106, 130, 132, 145, 156, 168, 187, 211, 221, 226, 233, 250, 252, 263, 288, 298, 300, 325, 326, 344, 351, 359, 361, 367, 378, 381, 391, 392, 401, 407, 427, 438, 459, 490, 491, 497, 522, 544, 545, 554, 575, 579, 587, 605, 609, 617, 634, 640, 706, 741

Special Promotions Fixtures Fixture #1 Bonus AIR MILES Reward Miles Select any products with a Bonus AIR MILES Reward Miles offer (selection is at the Store Manager s discretion).

5 (English over Bilingual) Drum Sign 48 x 6 3/8 (English over Bilingual) Roll of blue bin ticket strip (REUSE EXISTING BLUE STRIP) Fixture #2 New Discoveries Key Dates: Install: October 12, 2014 Take

82 Special Promotions Fixtures Fixture #1 Bonus AIR MILES Reward Miles Select any products with a Bonus AIR MILES Reward Miles offer (selection is at the Store Manager s discretion). Install the regular Bin Tags in the Bin Tag channel and AIR MILES Shelf Talkers on the fixture to communicate the offers. Components Description Re-order # Poster 22 x 39.5 (English over Bilingual) Drum Sign 48 x 6 3/8 (English over Bilingual) Roll of blue bin ticket strip (REUSE EXISTING BLUE STRIP) Fixture #2 New Discoveries Key Dates: Install: October 12, 2014 Take down: November 8, 2014 Components Re-order # Special Promotions Fixture: Poster 22 x Special Promotions Fixture: Drum Sign 48 x Merchandising Instructions BAM001 BAM002 BAM003 Install the New! New! New! poster and New Discoveries drum sign. At Store Manager s discretion, order and display new products from PT6 - PT8 to maintain a full display throughout the promotion. 80 Promotional Turn 8 My Whisky

83 Our Wine Country Signage

84 Our Wine Country Signage Program Overview Thanks to your participation, the Our Wine Country initiative that began last year has successfully highlighted many great Ontario products for our customers. This informative section will help you to better implement the various Our Wine Country signage, while alleviating any confusion the different type of signage may cause. Participating Stores All Stores Operational Signage All operational signage should read Our Wine Country in the standard corporate colours. To successfully communicate the message, it is imperative that the signage is consistent. Please do not display signage in variations and combinations. For cube signage, please use the 100% Ontario signs and ensure the center VQA is covered with Our Wine Country. NOTE: Please recycle all other signage that is worn or not applicable. Signage Re-Order# s Cube Centre Sign Re-order# NIVQA064 Cube Side Signs Re-order# NIVQA060 Perimeter/Gondola Sign (47.5 x 6 3/8 ) Re-order# PGON215 Perimeter/Gondola Sign (47.5 x 7 3/8 ) Re-order# PERM Promotional Turn 8 My Whisky

85 Our Wine Country Signage Example of Correct Operational Signage Examples of Incorrect Marketing & Product Guide 83

Our Wine Country Signage Our Wine Country FSI

The 100% Ontario signs are in green with white

and French The back of the signage should be

The program is no longer called golocal.

Examples of Correct Our Wine Country FSI

86 Our Wine Country Signage Our Wine Country FSI Fixture This is permanent signage. The 100% Ontario signs are in green with white text. FLS designated stores must show English and French The back of the signage should be left empty with no signage. The program is no longer called golocal. Please remove any of the golocal signage. Examples of Correct Our Wine Country FSI Fixture Display Examples of Incorrect Our Wine Country FSI Fixture Display 84 Promotional Turn 8 My Whisky

Our Wine Country Signage Wines to Watch Limited Availability Signage This is permanent signage. The 100% Ontario signs are in green with white and brown text, while the centre image is a wine glass.

87 Our Wine Country Signage Wines to Watch Limited Availability Signage This is permanent signage. The 100% Ontario signs are in green with white and brown text, while the centre image is a wine glass. FLS designated stores must display English and French. Buttons and bin ticket overlays are to be used throughout the fixture. This program was re-branded to Wines to Watch Limited Availability. All Wines to Watch Ontario s Own signage must be removed. Correct Wines to Watch Limited Availability Signage Marketing & Product Guide 85

88 Our Wine Country Signage Incorrect Wines to Watch Limited Availability Signage 86 Promotional Turn 8 My Whisky

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

90 Our Wine Country Ontario Superstars Program Overview The Ontario Wine Superstars program was updated to have a new brand and new look. The program remains the same, however the signage design has changed. This is a sold space program and participation is mandatory. The Our Wine Country Ontario Superstars Program is updated every promotional period. Each turn, two high volume Ontario VQA products are featured. Stores must order products required (minimum of three cases per SKU). Key Dates Install: October 12, 2014 Take down: November 8, 2014 Participating Products LCBO# Description Format G. Marquis The Red Line Pinot Grigio VQA 750 ml Cave Spring Cabernet Merlot VQA 750 ml GROUP 1: Cut Case Displays Cut Case Display 1, 3, 5, 6, 8, 10, 11, 12, 13, 14, 15, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 31, 34, 35, 36, 37, 38, 39, 43, 44, 45, 47, 50, 54, 56, 57, 58, 59, 60, 61, 62, 63, 64, 68, 72, 73, 77, 79, 80, 82, 83, 85, 86, 90, 95, 97, 101, 102, 103, 106, 115, 124, 125, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 160, 163, 165, 167, 168, 171, 175, 179, 182, 183, 185, 186, 187, 188, 190, 191, 192, 195, 196, 198, 199, 200, 201, 202, 203, 209, 210, 212, 214, 216, 217, 218, 226, 227, 237, 238, 242, 243, 244, 246, 248, 249, 253, 255, 265, 268, 269, 270, 278, 287, 288, 289, 295, 298, 300, 306, 310, 311, 312, 313, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 354, 355, 359, 360, 361, 362, 366, 367, 371, 373, 374, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 393, 394, 397, 398, 400, 402, 404, 406, 407, 408, 411, 412, 415, 416, 419, 425, 426, 427, 428, 429, 431, 432, 434, 438, 444, 445, 446, 450, 452, 453, 456, 457, 458, 459, 461, 465, 467, 469, 470, 485, 491, 494, 495, 499, 501, 502, 505, 511, 518, 521, 523, 528, 533, 534, 536, 537, 539, 540, 542, 544, 545, 546, 549, 552, 553, 555, 559, 563, 566, 568, 569, 572, 573, 575, 579, 584, 586, 589, 590, 601, 602, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 637, 638, 641, 642, 643, 698, 700, 702, 703, 771, Promotional Turn 8 My Whisky

Our Wine Country Ontario Superstars Signage Components Ontario Superstars Wine (red): Cut Case Backer

Ontario Superstars Wine (white): Cut Case Backer #2, pre-printed Pricer Card, pre-printed Shelf

creative is subject to change creative is subject to change Cut Case Backer #1 Cut Case Backer #2

Cards x 2 Pricer Cards x 2 Shelf Talkers x 2 Re-order# 15088-001 Merchandising Instructions creative

selected product to build a cut case display next to VQA Cube Fixture.

91 Our Wine Country Ontario Superstars Signage Components Ontario Superstars Wine (red): Cut Case Backer #1, pre-printed Pricer Card, pre-printed Shelf Talker. Ontario Superstars Wine (white): Cut Case Backer #2, pre-printed Pricer Card, pre-printed Shelf Talker. creative is subject to change creative is subject to change Cut Case Backer #1 Cut Case Backer #2 Components and Re-ordering Our Wine Country Ontario Superstars Cut Case Display Kit: Cut Case Backer Cards x 2 Pricer Cards x 2 Shelf Talkers x 2 Re-order# Merchandising Instructions creative is subject to change creative is subject to change creative is subject to change Shelf Talker Use selected product to build a cut case display next to VQA Cube Fixture. Install the pre-printed Cut Case Backer Cards onto the Cut Case display. Install pre-printed Pricer Cards into the front of the Cut Case display. Install pre-printed Shelf Talkers in-section in front of the participating products. creative is subject to change Marketing & Product Guide 89

Our Wine Country Ontario Superstars GROUP 2: Shelf Talkers Only Participating Stores 2, 7, 9, 32, 48, 49, 51, 53, 71, 84, 139, 275, 309, 315, 320, 333, 358, 363, 365, 403, 410, 418, 420, 436, 512,

92 Our Wine Country Ontario Superstars GROUP 2: Shelf Talkers Only Participating Stores 2, 7, 9, 32, 48, 49, 51, 53, 71, 84, 139, 275, 309, 315, 320, 333, 358, 363, 365, 403, 410, 418, 420, 436, 512, 515, 535, 538, 583, 598, 697, 636, 639 Components and Re-ordering Ontario Superstars: Pre-printed shelf talkers Re-Order# DMS creative is subject to change creative is subject to change Shelf Talker Merchandising Instructions 1. Install pre-printed Shelf Talkers in-section in front of the participating products. Note: Copy, colours, and images subject to change. 90 Promotional Turn 8 My Whisky

Ontario Wine Superstars GROUP 3: VQA Gondola Fixture Key Dates VQA Gondola Fixture Install: October 12, 2014 Take down:

229, 233, 234, 263, 276, 279, 286, 341, 348, 351, 384, 391, 392, 417, 437, 443, 449, 481, 483, 486, 497, 516, 522, 526,

Ontario Superstars (x2): Our Wine Country Ontario Superstars/Double Bottle Backer Card (double-sided) Pre-printed Shelf

Stores that have ONE VQA Gondola Fixture, install the double bottle backer card on a single End Aisle display. 2.

Merchandise each participating product on the top shelf of the VQA gondola fixture along with the pre-printed Shelf

93 Ontario Wine Superstars GROUP 3: VQA Gondola Fixture Key Dates VQA Gondola Fixture Install: October 12, 2014 Take down: November 8, 2014 Participating Stores 4, 17, 33, 40, 41, 49, 55, 65, 74, 82, 93, 130, 144, 164,203, 207, 211, 221, 228, 229, 233, 234, 263, 276, 279, 286, 341, 348, 351, 384, 391, 392, 417, 437, 443, 449, 481, 483, 486, 497, 516, 522, 526, 532, 551, 554, 556, 563, 564, 580, 587, 593, 609, 624, 627, 633, 644, 677, 694, 695,699, 706, 741 Signage Components Ontario Superstars (x2): Our Wine Country Ontario Superstars/Double Bottle Backer Card (double-sided) Pre-printed Shelf Talkers Re-order# Merchandising Instructions 1. Stores that have ONE VQA Gondola Fixture, install the double bottle backer card on a single End Aisle display. 2. Stores that have TWO VQA Gondola Fixtures, install each wine Backer Cards on 2 separate End Aisle displays. 3. Merchandise each participating product on the top shelf of the VQA gondola fixture along with the pre-printed Shelf Talkers provided. creative is subject to change Single Bottle Backer Card creative is subject to change creative is subject to change Single Bottle Backer Card Double Bottle Backer Card Marketing & Product Guide 91

Popular Pick Overview Participating Product This is a sold space program and participation is mandatory. Each turn one International Canadian Blend product is featured.

Key Dates Install: October 12, 2014 Take down: November 9, 2014 Participating Stores 16, 29, 30, 42, 46, 52, 66, 67, 69, 70, 75, 76, 78, 81, 83, 87, 88, 89, 91, 92, 94, 96, 98, 99, 104, 105, 107,

94 Popular Pick Overview Participating Product 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: October 12, 2014 Take down: November 9, 2014 Participating Stores 16, 29, 30, 42, 46, 52, 66, 67, 69, 70, 75, 76, 78, 81, 83, 87, 88, 89, 91, 92, 94, 96, 98, 99, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 126, 127, 128, 129, 131, 133, 134, 136, 137, 138, 141, 142, 146, 147, 151, 152, 157, 158, 159, 161, 162, 166, 169, 170, 172, 173, 174, 176, 178, 180, 181, 184, 189, 193, 194, 197, 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, 509, 510, 514, 516, 517, 519, 520, 524, 527, 529, 530, 531, 541, 543, 547, 548, 550, 557, 558, 560, 561, 562, 565, 567, 570, 571, 574, 576, 577, 578, 581, 582, 588, 591, 594, 595, 596, 597, 599, 603, 604, 606, 607, 610, 612, 613, 615, 622, 626, 631, 700 LCBO# Description Size ml Candy Apple Red 750 Components and Re-ordering Popular Pick: Cut Case Backer Card Ontario Wine Superstars: pre-printed Shelf Talkers x 2 Re-order# Merchandising Instructions 1. Install the Cut Case Backer Card and merchandise display near the front of store, next to VQA Cube Fixture. 2. Merchandise the Ontario Wine Superstars participating products in-section with the preprinted shelf talkers provided. creative is subject to change creative is subject to change creative is subject to change Shelf Talkers Cut Case Backer Card 92 Promotional Turn 8 My Whisky

Our Wine Country GROUP 1: VQA Cube Fixture Our Wine Country Participating Stores This is a sold space program and participation is mandatory. Features four Ontario VQA products.

95 Our Wine Country GROUP 1: VQA Cube Fixture Our Wine Country Participating Stores This is a sold space program and participation is mandatory. Features four Ontario VQA products. Stores must order the products required (minimum of one case per SKU). Key Dates Install: September 15, 2014 Take down: November 8, , 2, 3, 5, 6, 7, 8, 10, 13, 14, 15, 16, 19, 20, 21, 22, 23, 25, 26, 27, 31, 32, 34, 35, 36, 37, 38, 39, 43, 44, 45, 46, 47, 50, 53, 57, 58, 59, 60, 61, 62, 63, 64, 68, 70, 72, 73, 77, 82, 83, 86, 90, 95, 97, 102, 106, 110, 115, 125, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 163, 167, 168, 171, 175, 179, 182, 183, 185, 187, 188, 191, 194, 195, 196, 198, 199, 200, 201, 202, 209, 210, 212, 214, 216, 217, 218, 226, 227, 237, 238, 242, 243, 244, 246, 248, 249, 253, 255, 260, 265, 266, 268, 269, 270, 278, 287, 288, 295, 297, 298, 300, 310, 311, 312, 313, 320, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 353, 355, 358, 359, 360, 361, 366, 367, 368, 371, 373, 378, 381, 382, 383, 385, 386, 387, 388, 390, 393, 394, 397, 398, 400, 402, 404, 406, 407, 408, 411, 412, 416, 425, 427, 428, 431, 432, 434, 437, 438, 444, 445, 452, 454, 456, 457, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 505, 509, 511, 518, 521, 523, 528, 533, 534, 536, 539, 540, 542, 544, 545, 546, 549, 552, 553, 554, 555, 559, 563, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 589, 590, 601, 602, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 641, 642, 643, 698, 700, 702, 703, 741, 771, 776 Cube Fixture Marketing & Product Guide 93

Our Wine Country GROUP 1: VQA Cube Fixture Participating Products LCBO# Product Size 109 Mike Weir Cabernet Merlot VQA 750 ml 260380 Pondview Gewürtztraminer Riesling VQA 750 ml 417642 Cave Spring

96 Our Wine Country GROUP 1: VQA Cube Fixture Participating Products LCBO# Product Size 109 Mike Weir Cabernet Merlot VQA 750 ml Pondview Gewürtztraminer Riesling VQA 750 ml Cave Spring Pinot Noir VQA 750 ml Muskoka Lakes Cranberry Wine 750 ml Signage components Our Wine Country Cube Sign (Permanent Signage) 100% Ontario Category Sign x 2 (Permanent Signage) Our Wine Country pre-printed Shelf Talkers x 4 Only stores belonging to this group can order these signs 100% Ontario Category Shelf Talker Our Wine Country Cube Sign Re-order # VQA Cube Fixture Kit: NIVQA067, Our Wine Country Cube Sign, 100% Ontario Category sign x 2. Merchandising Instructions Continue to 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. Keep the 100% Ontario Category Signs installed on either side of the Cube Sign until further notice 94 Promotional Turn 8 My Whisky

Our Wine Country FSI* GROUP 2: VQA Gondola Fixture *FSI= Product is featured in the Free Standing Insert Participating Stores 4, 17, 33, 40, 41, 65, 74, 93, 130, 144, 164, 207, 211, 221, 228,

695, 699, 706, 741 Participating Products LCBO# Description Size 109 Mike Weir Cabernet Merlot VQA 750 ml 260380 Pondview Gewürtztraminer Riesling VQA 750 ml 417642 Cave Spring Pinot Noir VQA 750

group can order these signs Merchandising Instructions 1. Keep the Our Wine Country Backer Card installed on the Free Standing Insert Gondola Fixture. 2.

97 Our Wine Country FSI* GROUP 2: VQA Gondola Fixture *FSI= Product is featured in the Free Standing Insert Participating Stores 4, 17, 33, 40, 41, 65, 74, 93, 130, 144, 164, 207, 211, 221, 228, 229, 233, 234, 250, 252, 263, 279, 286, 351, 391, 392, 417, 420, 443, 481, 483, 486, 490, 497, 550, 522, 526, 532, 551, 554, 556, 563, 564, 580, 587, 593, 609, 624, 627, 633, 640, 644, 677, 694, 695, 699, 706, 741 Participating Products LCBO# Description Size 109 Mike Weir Cabernet Merlot VQA 750 ml Pondview Gewürtztraminer Riesling VQA 750 ml Cave Spring Pinot Noir VQA 750 ml Muskoka Lakes Cranberry Wine 750 ml Signage components Our Wine Country Backer Card (Permanent Signage) Our Wine Country pre-printed Shelf Talkers x 4 Only stores belonging to this group can order these signs Merchandising Instructions 1. Keep the Our Wine Country Backer Card installed on the Free Standing Insert Gondola Fixture. 2. Continue to merchandise the four participating products on the top shelf of the VQA Gondola along with the preprinted Shelf Talkers. Our Wine Country FSI VQA Gondola Fixture Our Wine Country FSI Backer Card Shelf Talker Marketing & Product Guide 95

VQA Staff Picks Backer Card Key Dates Install Date: Upon Receipt Take down Date: Until further notice Participating Stores 33, 41, 49, 55, 65, 82, 130, 144, 207, 211, 221, 229, 233, 234, 250, 263,

98 VQA Staff Picks Backer Card Key Dates Install Date: Upon Receipt Take down Date: Until further notice Participating Stores 33, 41, 49, 55, 65, 82, 130, 144, 207, 211, 221, 229, 233, 234, 250, 263, 276, 341, 351, 384, 391, 420, 443, 477, 526, 550, 551, 554, 556, 580, 587, 609, 627, 633, 640, 644, 645, 694, 695, 699, 706, 741 Component VQA Staff Picks Backer Card Re-order# DMS-STBK001 Merchandising Instructions: Please replace immediately, the old VQA STAFF PICKS Backer Card with the new Our Wine Country STAFF PICKS Backer Card. Bilingual designated stores must display the bilingual side of the sign facing customer. New Version Old Version 96 Promotional Turn 8 My Whisky

Ontario Customer Favourite Shelf Talker Overview Research has identified that customers are influenced by recommendations, specifically from others who drink wine.

NOTE: This is a PERMANENT in-store Shelf Talker that MUST be merchandised until further notice.

Estates Family Series Chardonnay VQA 750 ml 433714 Pelee Island Cabernet Franc VQA 750 ml 485128 Pelee Island Baco Noir VQA 750 ml 326413 Pelee Island Pinot Grigio VQA 750 ml 135939 Pelee Island

99 Ontario Customer Favourite Shelf Talker 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. NOTE: This is a PERMANENT in-store Shelf Talker that MUST be merchandised until further notice. Participating Products LCBO# Description Size Open Riesling-Gewürztraminer VQA 750 ml Inniskillin Late Autumn Riesling VQA 750 ml Sandbanks Baco Noir VQA 750 ml Peller Estates Family Series Chardonnay VQA 750 ml Pelee Island Cabernet Franc VQA 750 ml Pelee Island Baco Noir VQA 750 ml Pelee Island Pinot Grigio VQA 750 ml Pelee Island Pinot Noir VQA 750 ml Megalomaniac Homegrown Riesling VQA 750 ml Cave Spring Riesling VQA 750 ml Pelee Island Blanc de Blanc VQA 750 ml Component The Shelf Talkers were shipped to participating stores in Period 5. 3 x 3 Perpendicular Shelf Talker (English or Bilingual based on store) (Each participating store has received 2 sets of the Shelf Talkers with no overs for re-ordering) Perpendicular Shelf Clips re-order# PSTC (10 clips/pkg) Merchandising Instructions Please install the perpendicular Ontario Customer Favourite Shelf Talker in front of the featured products using the appropriate plastic clip. Marketing & Product Guide 97

Each month a theme and product list will be determined by the Ontario Buying team. 2. From that list, your WOW leader, product consultant or designated store staff will choose 2 products to taste. 3.

100 VQA Staff Tasting Program - My Ontario Pick Shelf Talker Overview The new VQA Staff Tasting Program launched in P7. 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. HOW IT WORKS: 1. Each month a theme and product list will be determined by the Ontario Buying team. 2. From that list, your WOW leader, product consultant or designated store staff will choose 2 products to taste. 3. If you (the above mentioned staff person(s)) like one or both products, use the pre-printed My Ontario Pick shelf talker and handwrite your endorsement and add your name on the bottom line. Key Dates Shipping: Week of September 29, 2014 Install Date: Upon tasting selections made Take down Date: November 9, 2014 Participating Stores All Stores Component My Ontario Pick shelf talkers (English and French) English Version Re-order# MYPICK-010 French Version Re-order# MYPICK-011 Perpendicular Shelf Talker Clip Re-order# PSTC (10 clips/pkg) Merchandising Instructions: Install your handwritten, endorsed My Ontario pick shelf talker in front of the endorsed product, on shelf during Period 8 only. This is a monthly program, so shelf talkers must be taken down and replaced each period. 98 Promotional Turn 8 My Whisky

101 Beer Programs Ontario Craft Beer End Aisle Brewery Spotlight Craft Beer Program Ontario Craft Beer (Quarterly Program) No changes from last period No changes from last period No changes from last period

Ontario Craft Beer End Aisle Key Dates Install: October 12, 2014 Take Down: November 9, 2014 Components Pre-Printed Shelf Talkers (ENG) DMS 15088-042 Pre-Printed Shelf Talkers (BIL ) DMS 15088-043

102 Ontario Craft Beer End Aisle Key Dates Install: October 12, 2014 Take Down: November 9, 2014 Components Pre-Printed Shelf Talkers (ENG) DMS Pre-Printed Shelf Talkers (BIL ) DMS End Aisle Backer Card (same) DMS OCBEA01 Participating Products Brewer LCBO# Brand Format Distributor Code Muskoka Mad Tom IPA 6 x 355 ml LCBO WAREHOUSE Black Oak Nut Brown 650 ml LCBO WAREHOUSE Nickel Brook Nickel Brook Headstock IPA 473 ml 6699 Participating Stores OCB Shelf Talker OCB End Aisle Backer Card Re-order# OCBEA01 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 25, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 528, 549, 556, 579, 619, 623, 624, 630, 702 NOTE: FLS designated stores must display Bilingual version of the product Shelf Talkers. 100 Promotional Turn 8 My Whisky

103 Brewery Spotlight: Mikkeller Brewery No changes from last period Overview Components The Brewery Spotlight is a year-round program which features unique and premium products from craft breweries around the world. NEW: Please display the brewery information Shelf Talker withing your store s Brewery Spotlight section. Key Dates Install: September 14, 2014 Take Down: January 4, 2015 Participating Products Pre-Printed Shelf Talkers (ENG) DMS OCB013 Pre-Printed Shelf Talkers (BIL) DMS OCB014 NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers. LCBO# Description Size Distribution Code Mikkeller Black 375 ml LCBO Warehouse Mikkeller Cream Ale 330 ml LCBO Warehouse Mikkeller Green Gold 330 ml LCBO Warehouse Mikkeller Krlek 330 ml LCBO Warehouse Mikkeller Texas Ranger 330 ml LCBO Warehouse Mikkeller Monk s Brew 330 ml LCBO Warehouse Participating Stores 1, 5, 10, 15, 17, 18, 31, 38, 40, 115, 132, 164, 187, 212, 217, 243, 334, 393, 417, 445, 486, 457, 495, 499, 511, 568, 623, 624, 630 Marketing & Product Guide 101

Craft Beer Program No changes from last period Key Dates Install: September 14, 2014 Take Down: January 4, 2015 Components Pre-Printed Shelf Talkers (ENG) DMS OCB012 Pre-Printed Shelf Talkers (BIL)

104 Craft Beer Program No changes from last period Key Dates Install: September 14, 2014 Take Down: January 4, 2015 Components Pre-Printed Shelf Talkers (ENG) DMS OCB012 Pre-Printed Shelf Talkers (BIL) DMS OCB011 Participating Products Item# Product Name Format Distribution Code Boxsteam Funnel Blower 500 ml LCBO Warehouse TBD Hulvila Artic Circle Ale 500 ml LCBO Warehouse Anchor Porter 6 x 355 ml LCBO Warehouse Renaissance Elemental Porter 500 ml LCBO Warehouse Smuttnotes Robust Porter 355 ml LCBO Warehouse TBD London Porter 6 x 355 ml LCBO Warehouse TBD Les Trois Mousquetaires Porter Baltique 750 ml LCBO Warehouse TBD O Hara s Irish Stout 500 ml LCBO Warehouse Lost Coast 8 Ball Stout 650 ml LCBO Warehouse Midtfyns Bryghus Imperial Stout 500 ml LCBO Warehouse Amager Bryghus Imperial Stout 500 ml LCBO Warehouse TBD The Poet Oatmeal Stout 6 x 355 ml LCBO Warehouse TBD Barney Flats Oatmeal Stout 650 ml LCBO Warehouse TBD Hitachino Nest Espresso Stout 330 ml LCBO Warehouse Participating Stores 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 115, 132, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 243, 252, 253, 255, 288, 295, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 481, 483, 486, 494, 495, 499, 501, 505, 511, 522, 528, 532, 534, 542, 546, 549, 556, 568, 573, 575, 579, 586, 590, 602, 616, 614, 619, 623, 624, 630, 677, 771, 776 NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers 102 Promotional Turn 8 My Whisky

Ontario Craft Beer (Quarterly Program) No changes from last period Key Dates Install: September 14, 2014 Take Down: January 4, 2015 Components Pre-Printed Shelf Talkers (ENG) DMS OCB008 Pre-Printed

Green 600 ml 9654 547646 Steam Whistle Premium Pilsner 6 x 341 ml 5577 Participating Stores Mandatory Participation 5, 6, 15, 18, 19, 35, 38, 40, 115, 143, 149, 187, 212, 217, 243, 295, 334, 355,

105 Ontario Craft Beer (Quarterly Program) No changes from last period Key Dates Install: September 14, 2014 Take Down: January 4, 2015 Components Pre-Printed Shelf Talkers (ENG) DMS OCB008 Pre-Printed Shelf Talkers (BIL) DMS OCB009 Participating Products Item# Description Size Distributor Code Trafalagar Irish Ale 500 ml Wind & Sail Dark Ale 6 x 341 ml Beau s The Tom Green 600 ml Steam Whistle Premium Pilsner 6 x 341 ml 5577 Participating Stores Mandatory Participation 5, 6, 15, 18, 19, 35, 38, 40, 115, 143, 149, 187, 212, 217, 243, 295, 334, 355, 393, 417, 445, 452, 495, 528, 568, 624 Optional Participation 1, 2, 3, 4, 9, 11, 14, 20, 21, 25, 31, 36, 37, 60, 95, 106, 130, 156, 163, 171, 185, 200, 209, 214, 288, 298, 300, 329, 346, 346, 360, 367, 371, 373, 378, 385, 407, 411, 420, 432, 437, 438, 457, 485, 499, 522, 532, 544, 545, 549, 553, 572, 573, 575, 579, 629, 630, 700, 702, 771, 776 NOTE: FLS designated stores must display Bilingual versions of the product Shelf Talkers Marketing & Product Guide 103

106 104 Promotional Turn 8 My Whisky

107 Vintages Superstar Program Participating Stores Kit 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 37, 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, 249, 260, 265, 268, 269, 278, 296, 311, 324, 340, 353, 354, 359, 372, 373, 381, 386, 391, 392, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 485, 497, 499, 501, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 601, 602, 637, 677 Kit 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 33, 36, 38, 40, 41, 55, 57, 58, 74, 93, 95, 106, 115, 130, 132, 143, 148, 149, 156, 164, 171, 179, 185, 187, 195, 198, 200, 210, 212, 217, 221, 223, 226, 243, 253, 255, 263, 279, 287, 288, 298, 300, 325, 326, 329, 333, 334, 344, 346, 351, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394, 397, 398, 407, 411, 412, 416, 417, 437, 438, 445, 457, 459, 465, 470, 481, 486, 491, 494, 495, 505, 511, 512, 522, 523, 532, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 641, 645, 677, 698, 699, 700, 702, 703, 706, 771, 776 Kit 3 (Our Wine Country Stores) 252, 401, 490

Vintages Superstar Program Overview The Vintages Superstar program promotes great local products while pairing them with delicious recipes.

The program is set with a suggested minimum of one case to support the program, i.e. one case will be forced to each participating store. Stores should replenish as required.

95 Key Dates Start: Upon Receipt Take down: November 8, 2014 Components and Merchandising Instructions Basket Sign Insert Merchandising the participating product in a basket next to/near the LCBO

108 Vintages Superstar Program Overview The Vintages Superstar program promotes great local products while pairing them with delicious recipes. Each period there will be three Ontario Superstars: two LCBO wines and one Vintages Essential. This is a mandatory program and is being added to the store s location map each Period. The program is set with a suggested minimum of one case to support the program, i.e. one case will be forced to each participating store. Stores should replenish as required. Participating Product LCBO# Description Format Price G. MARQUIS THE SILVER LINE PINOT NOIR 750 ml $19.95 Key Dates Start: Upon Receipt Take down: November 8, 2014 Components and Merchandising Instructions Basket Sign Insert Merchandising the participating product in a basket next to/near the LCBO Ontario VQA wines section. Insert the basket sign insert into the Large Metal Sign Holder. (Central Supply #691089) Display the fully merchandised basket in the LCBO Ontario VQA wines section next to the VQA fixture. Pre-printed Shelf Talker Install the pre-printed Shelf Talker in front of the featured product, in its on-shelf position within the Vintages section, using a Miracle Stick (Central Supply Shopping Cart #692012). Basket Insert 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. Shelf Talker Available Chilled In-Section Hot Button Re-Order# DMS Promotional Turn 8 My Whisky

156, 158, 163, 164, 165, 167, 168, 171, 178, 179, 182, 185, 187, 188, 191, 195, 196, 197, 198, 199, 200, 201, 202, 207, 208, 209, 210, 211, 212, 214, 216, 217, 218, 219, 221, 222, 223, 225, 226, 227,

109 BAM & LTO Signage Participating Stores 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 29, 30, 31, 33, 35, 36, 37, 38, 40, 41, 42, 44, 45, 49, 55, 56, 57, 58, 60, 62, 63, 64, 65, 68, 69, 70, 71, 72, 74, 77, 78, 79, 80, 81, 82, 83, 84, 85, 93, 95, 97, 99, 101, 102, 112, 115, 124, 125, 127, 129, 130, 132, 136, 140, 143, 144, 145, 148, 149, 153, 154, 156, 158, 163, 164, 165, 167, 168, 171, 178, 179, 182, 185, 187, 188, 191, 195, 196, 197, 198, 199, 200, 201, 202, 207, 208, 209, 210, 211, 212, 214, 216, 217, 218, 219, 221, 222, 223, 225, 226, 227, 228, 229, 232, 233, 234, 237, 238, 241, 242, 243, 244, 247, 248, 249, 250, 251, 252, 253, 255, 259, 260, 261, 263, 265, 267, 268, 269, 270, 277, 278, 287, 288, 295, 298, 300, 306, 311, 312, 313, 314, 318, 321, 323, 324, 325, 326, 329, 333, 334, 340, 341, 343, 344, 345, 346, 351, 352, 353, 354, 355, 358, 359, 360, 361, 365, 367, , 373, 378, 380, 381, 383, 385, 386, 387, 389, 390, 391, 392, 393, 394, 397, 398, 401, 402, 403, 404, 407, 411, 412, , 417, 419, 420, 425, 426, 427, 428, 430, 431, 432, 434, 437, 438, 441, 443, 444, 445, 446, 447, 449, 452, 454, 456, 457, 459, 461, 465, 467, 468, 469, 470, 474, 481, 482, 483, 485, 486, 490, 491, 494, 495, 496, 497, 499, 501, 505, 509, 511, 512, 515, 516, 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, 537, 538, 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 554, 555, 556, 559, 564, 566, 568, 569, 572, 573, 575, 578, 579, 581, 584, 586, 587, 589, 590, 593, 598, 599, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 650, 677, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 771, 776

Vintages BAM & LTO Signage Overview Components The Vintages BAM & LTO signage will arrive in the mailbag the week before each promotional period starts. This is a mandatory supplier program.

110 Vintages BAM & LTO Signage Overview Components The Vintages BAM & LTO signage will arrive in the mailbag the week before each promotional period starts. This is a mandatory supplier program. All Shelf Talkers for the participating products should be installed at the start of the period. If you do not receive your kit please call hellolcbo to request a kit. If a Shelf Talker is damaged or misplaced please print a new Shelf Talker using the in-store printing templates. Participating Products BAM Shelf Talkers LTO Shelf Talkers LCBO# Description WAS NOW Promotion CLOUDY BAY SAUVIGNON BLANC (V) $31.95 $31.95 BAM (+10) FERNET-BRANCA AMER/BITTERS $21.85 $21.85 BAM (+6) SANTA CAROLINA RESERVA DE FAMILIA CABERNET SAUVIGNON (V) $18.95 $18.95 BAM (+8) SELLA & MOSCA CANNONAU DI SARDEGNA RISERVA (V) $15.95 $15.95 BAM (+3) BONTERRA CABERNET SAUVIGNON (V) $19.95 $17.95 $2 LTO CASTELGIOCONDO BRUNELLO DI MONTALCINO (V) $49.95 $44.95 $5 LTO CATENA MALBEC (V) $19.95 $18.45 $1.50 LTO CATHEDRAL CELLAR CABERNET SAUVIGNON (V) $15.95 $13.95 $2 LTO CHANSON PÈRE & FILS LE BOURGOGNE PINOT NOIR (V) $21.95 $19.95 $2 LTO KILIKANOON KILLERMAN'S RUN SHIRAZ (V) $19.95 $17.95 $2 LTO LAN CRIANZA (V) $15.95 $14.95 $1 LTO MISSION HILL RESERVE CABERNET SAUVIGNON (V) $24.95 $22.95 $2 LTO RAVENSWOOD VINTNERS BLEND OLD VINE ZINFANDEL (V) $17.95 $15.95 $2 LTO SELLA & MOSCA CANNONAU DI SARDEGNA RISERVA (V) $17.95 $15.95 $2 LTO SOUTHBROOK TRIOMPHE CABERNET SAUVIGNON (V) $22.95 $20.95 $2 LTO STERLING MERLOT (V) $27.95 $24.95 $3 LTO TAYLOR FLADGATE 10-YEAR-OLD TAWNY PORT $34.95 $29.95 $5 LTO TY KU BLACK SUPER PREMIUM JUNMAI GINJO SAKE $19.95 $17.95 $2 LTO ZENATO RIPASSA VALPOLICELLA SUPERIORE (V) $25.95 $23.95 $2 LTO ZUBROWKA BISON VODKA $26.95 $24.95 $2 LTO 108 Promotional Turn 8 My Whisky

111 The Holiday issue of FOOD & DRINK is to be distributed in stores Wednesday, November 5, PLEASE DO NOT DISPLAY THE ISSUE PRIOR TO NOVEMBER 5, Features Comfort and Joy: A comfort food menu that s lavish and elegant whether you brave the outdoors on a mild winter s eve or stay cozy inside! Christmas Made Easy: Favour flavour over fanciness with this naturally fabulous, laid-back Christmas dinner. Decadent Cocktails: Flavourful, dazzling cocktails that make the choice to spoil your guests an easy one. Sugary Splendour: Pretty white meringues seem made for the holidays especially when they taste as good as they look! Sweet Wine, Savoury Food: Lusciously matched, savoury dishes with sweet wines will wow your guests.

FOOD & DRINK Overview This issue should be merchandised prominently in the magazine stands. The stands should be positioned in the selling area of the store.

Once your supply has been depleted, please store the stand until the next issue arrives in store. Do not use the stand to display other materials.

112 FOOD & DRINK Overview This issue should be merchandised prominently in the magazine stands. The stands should be positioned in the selling area of the store. If your store does not have a stand, please display FOOD & DRINK at all checkouts, customer service and the Info centre. Once your supply has been depleted, please store the stand until the next issue arrives in store. Do not use the stand to display other materials. To request additional copies once your original supply has run out, please wayne.leek@lcbo.com. Your should include the following information: Store # and contact name # of additional copies and why English or French edition We will distribute the magazines equitably among all stores who request additional copies 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Winter 2015 issue of FOOD & DRINK, which will be in stores on Wednesday, January 14, Signage Re-order Codes Component Where to Install Sign Re-order Code Image FOOD & DRINK Header Card FOOD & DRINK Fixture English/Bilingual English/English: FOOD & DRINK "A" Frame Sign FOOD & DRINK "A" Frame Fixture English/French: Promotional Turn 8 My Whisky

113 FOOD & DRINK LCBO # STORY/ PRODUCT SIZE MATCHMAKER MATCHES - all matches from stories (VE) 1545 Flat Rock Cellars Pinot Noir VQA 750 ml (V) Louis Roederer Brut Premier Champagne 750 ml Cave Spring Gamay VQA 750 ml Georges Duboeuf Beaujolais Brouilly AOC 750 ml (V) Ravenswood Vintner s Blend Old Vine Zinfandel 750 ml Vigne & Vini Zinfandel Primitivo Del Salento IGP 750 ml Kahlua Coffee Liqueur 750 ml Frangelico 750 ml Château de Montgueret Crémant de Loire Brut AOC 750 ml Jackson-Triggs Méthode Cuve Close Sparkling VQA 750 ml (V) Louis Jadot Combe Aux Jacques Beaujolais-Villages AOC 750 ml Frogpond Farm Gamay Noir VQA 750 ml (V) Christian Moueix Merlot AOC 750 ml Angels Gate Merlot VQA 750 ml Pondview Gewurztraminer Riesling VQA 750 ml Amity Vineyards Pinot Noir 750 ml (V) G. Marquis The Silver Line Pinot Noir VQA 750 ml Sortilege Maple Cream 750 ml Forty Creek Cream Liquor 750 ml Patron Citronge Extra Fine Orange Liqueur 750 ml Bailey s Hazelnut Flavour Cream Liquor 750 ml Harvey s Bristol Cream Sherry 750 ml Luxardo Amaretto di Saschira 750 ml Malibu Island Spiced Rum 750 ml Sailor Jerry Spiced Navy Rum 750 ml Patron XO Café Tequila Liqueur 750 ml Wiser s Spiced Vanilla Canadian Whisky 750 ml Beve Raspberry Pomegranate 6 pk Jannamico Lemoncello 750 ml 6502 Cointreau 750 ml Skinnygrape Blueberry Pomegranate Spritzer 4 pk Marketing & Product Guide 111

114 FOOD & DRINK LCBO # STORY/ PRODUCT SIZE Tio Pepe Extra Dry Fino 750 ml Muskoka Mad Tom IPA 6 pk Fünf 5 Riesling 750 ml Megalomaniac Homegrown Riesling VQA 750 ml Mionetto Prosecco di Treviso DOC 750 ml Open Sociable Sparkling VQA 750 ml Moët & Chandon Imperial Brut 750 ml Girls Night Out Sparkling VQA 750 ml Willm Gewurztraminer Réserve Alsace AOC 750 ml Thornbury Premium Apple Cider 473 ml Peninsula Ridge Sauvignon Blanc VQA 750 ml Voga Moscato Frizzante IGT 750 ml Malibu Rum Sparkler 750 ml (V) Ontario Spring Water Sake Company Izumi Nama Cho Junmai Sake 750 ml Joseph Drouhin Pouilly-Fuissé AOC 750 ml (V) Tawse Sketches of Niagara Chardonnay VQA 750 ml Grand Marnier Louis-Alexandre 750 ml (V) Henry of Pelham Riesling Icewine VQA 750 ml Limonce Lemon Liqueur 750 ml Hooper s Cloudy Lemonade 500 ml Tia Maria Coffee Liqueur 750 ml Mike s Hard Blood Orange 4 pk Calvados Boulard Pays D Auge AOC 750 ml Tempt Cider Nº9 330 ml Monsard Orange & Brandy 750 ml The Kraken Black Spiced Rum 750 ml Chivite Gran Feudo Rosé 750 ml Domaines Vincon Feteasca Alba White 750 ml Cave Spring Dry Rosé VQA 750 ml Beaulieu Vineyards Coastal Sauvignon Blanc 750 ml Château des Charmes St. David s Bench Sauvignon Blanc VQA 750 ml 112 Promotional Turn 8 My Whisky

115 FOOD & DRINK LCBO # STORY/ PRODUCT SIZE Pelee Island Late Harvest Vidal VQA 750 ml Cave Spring Indian Summer Select Late Harvest Riesling VQA 750 ml Coyote s Run Pinot Noir VQA 750 ml Le Parisien Pinot Noir IGP 750 ml Enrico Serafino Barbaresco DOCG 750 ml Vineland Cabernet Franc VQA 750 ml (V) Bachelder Niagara Chardonnay VQA 750 ml Bouchard Père et Fils Pouilly-Fuissé AOC 750 ml Sibling Rivalry Pink VQA 750 ml Fontanafredda Briccotondo Barbera Piemonte DOC 750 ml Graham s 10 Year Old Tawny Port 750 ml Sandbanks Love Cassis Aperitivo 750 ml Ironstone Obsession Symphony 750 ml Coyote s Run Five Mile White VQA 750 ml Clean Slate Riesling Qualitatswein Mosel 750 ml Bougrier Vouvray Chenin Blanc AOC 750 ml (V) Tedeschi Amarone DOCG 750 ml Inniskillin Cabernet Franc VQA 750 ml Creekside Cabernet Shiraz VQA 750 ml Hahn Pinot Noir Monterey 750 ml Grange of PEC Trumpour s Mill Pinot Noir VQA 750 ml Boutari Agiorgitiko Nemea PDO 750 ml (V) Malivoire Ladybug Rosé VQA 750 ml Angels Gate Archangel Chardonnay Brut VQA 750 ml De Chanceny Crémant de Loire Rosé Brut AOC 750 ml Samuel Adams Boston Lager 6 pk Hockley Dark 473 ml Pilsner Urquell 500 ml Lake of Bays Crosswind Pale Ale 473 ml Red Diamond Merlot 750 ml Peninsula Ridge Merlot VQA 750 ml Marketing & Product Guide 113

116 FOOD & DRINK LCBO # STORY/ PRODUCT SIZE WHAT S NEW (VE) Foss Marai Extra Dry Prosecco 750 ml Brickworks Batch: 1904 Cider 473 ml English Harbour 5 Year Old Aged Antingua Rum 750 ml Breezer + Cider Berry & Honey 473 ml Breezer + Cider Apple 473 ml Ida Red Apple Frozen to the Core 375 ml Chloe Red No. 249 North Coast 750 ml Bailey s Vanilla Cinnamon 750 ml David Rocco s Dolce Vita Chianti DOCG 750 ml David Rocco s Dolce Vita Pinot Grigio IGT 750 ml David Rocco s Dolce Vita Prosecco DOC 750 ml (VE) Hidden Bench Pinot Noir VQA 750 ml TRENDSPOTTING: DRINK Rennie Estates 2011 Scarpata 750 ml A SPLASH OF BRANDY 8888 St. Remy Authentic VSOP 750 ml SWEET WINE, SAVOURY FOOD Williams & Humbert Dry Sack Sherry 750 ml Inniskillin Vidal Icewine 375 ml Casa Dos Vinhos Madeira 750 ml Bricklayer s Late Harvest Vidal VQA 375 ml Cockburn s Quinta dos Canais Vintage Port ml FOR STARTERS Stolichnaya Elit vodka 750 ml Segura Viudas Brut Reserva Cava 750 ml Erdinger Weissbier 500 ml (V) Tawse Sketches of Niagara Riesling VQA ml GRAND GESTURES 1784 Grand Marnier 750 ml 114 Promotional Turn 8 My Whisky

117 FOOD & DINK LCBO # STORY/ PRODUCT SIZE MAKING A CASE Tio Pepe Extra Dry Fino Sherry 750 ml Perrier-Jouët Grand Brut Champagne 750 ml Handsome Brut VQA 750 ml Boutari Moschofilero 750 ml Angels Gate Riesling VQA 750 ml William Fevre Champs Royaux Chablis 750 ml Henry of Pelham Rosé VQA 750 ml Château de Gourgazaud 750 ml Grange of Prince Edward County Trumpour s Mill Pinot Noir VQA 750 ml (VE) Beringer Knight s Valley Cabernet Sauvignon 750 ml Montresor Amarone 750 ml Sandeman Vau Vintage Port 750 ml BOTTLE IT UP Goose Island Sofie Belgian Style Ale 765 ml Sauza Hornitos Reposado Tequila 750 ml (V) Tenuta Sette Ponti Oreno 750 ml (V) Corte Pavone Brunello di Montalcino 750 ml Meukow XO Grande Champagne Cognac 750 ml RAISING THE BAR Campari 750 ml Aperol 750 ml Creme Yvette 750 ml McGuinness Crème de Menthe Green 750 ml Jannamico Lemoncello 750 ml 414 Pama Pomegranate Liquor 750 ml Bols Blue Curacao 750 ml Hpnotiq 750 ml Henkes Melon Liqueur 750 ml Ungava Premium Gin 750 ml (V) Fernet Branca 500 ml Leyenda Tlacuache Organic Mezcal 750 ml Marketing & Product Guide 115

118 FOOD & DRINK LCBO # STORY/ PRODUCT SIZE Pimm s No. 1 Cup 750 ml Calvados Boulard Pays D Auge 750 ml Blanton s Original Bourbon 750 ml St-Germain Elderflower Liqueur 750 ml Goldschläger 750 ml Chambord Royale 750 ml Galliano 375 ml PUB LUNCHES Jever Pilsner 500 ml Blanche de Chambly 6 pk St. Bernardus Christmas Ale 750 ml Canuck Pale Ale 473 ml ADDING SPARKLE TO BRUNCH (V) Louis Roederer Brut Premier Champagne 750 ml Freixenet Cordon Negro Brut 750 ml Henry of Pelham Cuvée Catharine Rosé Brut 750 ml Bottega Petalo Il Vino dell Amore Moscato 750 ml 116 Promotional Turn 8 My Whisky

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

Merchandising Display Tables Display Table Themes The Nesting Table Map is used for all of the Nesting Table Layouts.

display. Please merchandise the tables according to the themes provided. These themes have been selected to integrate with the Promotional Theme and to maximize sales potential.

For each Promo Table, please order two or three cases of each of the six to eight participating products.

120 Merchandising Display Tables Display Table Themes The Nesting Table Map is used for all of the Nesting Table Layouts. The products have been selected by Category Management and arranged by Visual Merchandising according to the likewith-like and colour/size/type principles to accomplish a balanced, easy-to-shop display. Please merchandise the tables according to the themes provided. These themes have been selected to integrate with the Promotional Theme and to maximize sales potential. Product Orders For each Nesting Table, please order two or three cases of each of the participating products. For each Promo Table, please order two or three cases of each of the six to eight participating products. The Store Manager may modify product selections, based on customer buying patterns and demographics however, alternative products should match the theme. Nesting Table Baskets All nesting tables must have a basket on each corner of the table. Select one product to merchandise in each basket to complement the theme. Sign the product with metal sign holders and black sign inserts. Example of colour, size, type Example of like with like Example of basket with sign Each medium-sized basket holds two cases of 750 ml product or one case of 1000 ml /1500 ml product. 118 Promotional Turn 8 My Whisky

121 Nesting Table Baskets Product Placement Too many facings of the same product will make the display seem cluttered, dulling the impact of the products being promoted. By following the basic principle of like product with like product, you will accomplish a themed, fully stocked and customer friendly fixture. Remember to consider the colour, size and type when building your display. Placing complementary colours next to each other also enhances the look of the display. Items on the Display Tables should not compete with each other. Signage Re-order Numbers for Period 8 Nesting Table # Nesting Table # Nesting Table # Promo Table # Promo Table # Promo Table # Promo Table # Vintages Release Vintages Release Shelf Talkers DMS Marketing & Product Guide 119

122 Nesting Table Fixtures Product Theme Location Nesting Table Theme N1 and N4 N2 N3 Store # VINTAGES Nesting Table Theme N1 and N4 N2 N3 Store # VINTAGES Stores will receive a sign for specific themes. 120 Promotional Turn 8 My Whisky

123 Nesting Table Fixtures Use for all Nesting Table Themes Q R Basket 1 Case H 3 Facings I 3 Facings J 3 Facings K 3 Facings L 3 Facings Basket 1 Case H 3 Facings I 3 Facings J 3 Facings K 3 Facings L 3 Facings G 3 Facings G 3 Facings M 3 Facings M 3 Facings SOFT DRESSING SIGNAGE F 3 Facings F 3 Facings N 3 Facings N 3 Facings E 3 Facings D 3 Facings C 3 Facings B 3 Facings A 3 Facings 1 Case Basket P E 3 Facings D 3 Facings C 3 Facings B 3 Facings A 3 Facings Basket 1 Case O FRONT OF STORE Marketing & Product Guide 121

124 Nesting Table Theme: N1 & N4 Spooky Sippers Location LCBO# Description Format ml A Apothic Dark Limited Release Red 750 B Curious Beasts Blood Red Wine 750 C Spooks Ale 500 D Buxton Jaw Gate American Pale Ale 500 E Samuel Adams Fat Jack 650 F Kah Blanco Tequila 750 G Chamucos Reposado Tequila 750 H Hornitos Black Barrel Tequila 750 I Southern Tier Warlock 650 J Barn Door Brewing Monster Mash Halloween Lager 750 K St Ambroise Pumpkin Ale 4 x 341 L Spud Pumpkin Spice Sweet Potato Vodka 750 M Crystal Head Vodka 750 N Spicebox Pumpkin Whisky 750 O Highballer Pumpkin Ale 500 P Black Creek Pumpkin Ale 500 Q Paranormal Imperial Pumpkin Ale 750 R Great Lakes Brewery Pumpkin Ale 650 Alternate Brooklyn Post Road Pumpkin Steam Works Pumpkin Ale Tree Jumpin Pumpkin Ale Southern Tier Pumpking Crystal Head Vodka Captain Morgan Black Spiced Rum Smirnoff Double Black Mount Gay Black Barrel 750 Note: The Nesting Table Map is used for all of the Nesting Table Layouts. Signage Re-order# Promotional Turn 8 My Whisky

125 Nesting Table Theme: N2 Our Wine Country Location LCBO# Description Format A B C D E F G H I J K L M N O P Q R Alternate Products N2 N2 Manager s discretion of RED AND WHITE ONTARIO WINES. NOTE: The Nesting Table Map is used for all of the Nesting Table Layouts. Signage Re-order# (re-use Period 6 Nesting Table sign) Marketing & Product Guide 123

126 Nesting Table Theme: N3 Chile- Mini Thematic Location LCBO# Description Format ml A Santa Carolina Carmenere Reserva 750 B Carmen Reserva Carmenere 750 C Las Mulas Organic Sauvignon Blanc Reserve 750 D Casillero Del Diablo Reseve Cab-Sauv 750 E Cono Sur Bicicleta Chardonnay 750 F Adobe Reserva Merlot Organic 750 G Organic Errazuriz Max Reserva Cabernet Sauvignon 750 H Santa Rita Reserva Chardonnay 750 I Epica Red 750 J Root 1 Carmenere Colchagua 750 K Montes Twins 750 L Leyda Reserva Pinot Noir 750 M Amaral Sauvignon Blanc 750 N Veramont Sauvignon Blanc 750 Alternate Alternate Alternate Alternate Manager s discretion to select an assortment of Red and White Chilean Wines Note: The Nesting Table Map is used for all of the Nesting Table Layouts. Signage Re-order# Promotional Turn 8 My Whisky

127 Nesting Table: Vintages Releases Vintages First Release October 25 th, 2014 Location LCBO# Description A B C D E F G H I J K L M N O P Q R Alternate Products N2 N2 Manager s discretion of the October 25th Vintages Release, Red and White Wine. NOTE: The Nesting Table Map is used for all of the Nesting Table Layouts. Signage Re-order# Marketing & Product Guide 125

128 Nesting Table: Vintages Release Stores will receive a sign for specific themes. It is the Manager s discretion to choose which themed tables to build. Vintages Second Release November 5 th, 2014 Location LCBO# Description A B C D E F G H I J K L M N O P Q R Alternate Products N2 N2 Manager s discretion of the November 5 th Vintages Release, Red and White Wine. Note: The Nesting Table Map is used for all of the Nesting Table Layouts. Signage Re-order# Promotional Turn 8 My Whisky

129 Promo Table Fixtures Product Theme Locations Product Theme Location Promo Table Themes Store # Promo 1 Promo 2 Promo 3 Promo Marketing & Product Guide 127

130 Promo Table Themes Promotional Table Location Map The Promo Table Map is used for all four Table Layouts. To merchandise the table properly 2-3 cases of each product should be ordered allowing for 3 or more facings of each product. Promotional Table #1 Haunted Brews Location LCBO# Description Format ml A Spooks Ale 500 B Buxton Jaw Gate American Pale Ale 500 C Samuel Adams Fat Jack 650 D Southern Tier Warlock 650 E Barn Door Brewing Monster Mash Halloween Lager 750 F Great Lakes Brewery Pumpkin Ale 650 G Highballer Pumpkin Ale 500 H Black Creek Pumpkin Ale Paranormal Imperial Pumpkin Ale St Ambroise Pumpkin Ale 4 x Brooklyn Post Road Pumpkin 355 Alternate Steam Works Pumpkin Ale Tree Jumpin Pumpkin Ale Southern Tier Pumpking King Goblin 500 Signage Re-order# Promotional Table #2 Premium Beers Location LCBO# Description Format ml A 6445 Creemore Springs Premium Lager 473 B Blanche De Chambly 6x355 C Hobgoblin Extra Stong Ale 500 D Mad Tom IPA 473 E Lugtread Lagered Ale 4x660 F Innis & Gun 660 G Kronenbourg Blanc 6x330 H Stella Artois 6x330 Alternate Moosehead Lager 6x Erdinger Weissbier 500 Signage Re-order# Promotional Turn 8 My Whisky

131 Promo Table Themes Promotional Table #3 New Whiskies Location LCBO# Description Format ml A Canadian Club 100% Rye Whisky 750 B Canadian Club Chairman Reserve Maple 750 C Wiser s Spiced Torched Toffee 750 D Forty Creek Spike 750 E Red Stag Hard Core Cider 750 F Gingers 750 G Talisker Storm 750 H Cardhu Amber Rock 750 Alternate Ninety Canadian Rye Whisky St George Breaking & Entering 750 Signage Re-order# Promotional Table #4 Flavoured Whiskies Location LCBO# Description Format ml A Crown Royal Maple 750 B Wiser s Spiced Vanilla 750 C Black Velvet Toasted Caramel 750 D Jack Daniel s Honey 750 E Sortilege 750 F Spicebox 750 G Revel Stoke Spiced Canadian Whisky 750 H Canadian Club Dock Alternate Tap 357 Maple Whisky Alberta Premium Dark Horse 750 Signage Re-order# Marketing & Product Guide 129

132 130 Promotional Turn 8 My Whisky

Participating Stores Column Heading Store# Banner Inserts Pod Program Sold End Aisles End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders

133 Participating Stores Column Heading Store# Banner Inserts Pod Program Sold End Aisles End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Cards Power Aisle Banners Key H= Hero Display T= Thematic Banner Insert Builds all Pods Number of sold End Aisles and (P)remium or (S)tandard Flight # of Number of signs shipped Number of Regular Extenders in Store see Sold Space Program Extender Section for participating extender location. C = Community Extender Program # of Extenders # of Extenders # of Extenders # of Extenders # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped Perimeter Banners # of Number of signs shipped Transparencie FLS Vendor installed F = LCBO stores located in FLS designated areas FF = LCBO FLS designated stores SEE back/inside cover for definitions

134 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program 1 H 20S 45 Y F F 3 8P F 4 10P F 5 H 10P F 6 H F FF 8 T 10S F 9 T F 10 H 20P 40 Y FF 11 H 8S F 12 T 8P F F 14 8S F 15 H 15P 25 Y F 16 0 F 17 H 10S 30 Y F 18 H F 19 H 15S FF 20 H 8S F 21 H 20P 40 Y H 20S H 15S 30 Y FF 24 8S FF 25 8P H 10P F 27 H 15S F 28 T T H 15P 30 Y F 33 H 10S H 15S F 35 H 10P H 15S FF 37 8P F 38 H 15P 30 Y FF H 20P FF 41 H 10S 20 Y FF 42 T Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card 43 H 10S H 10S 25 Y Power Aisle Banner 47 10S Perimeter Banner Language (FLS) FF 50 H 10S FF FF F 55 H 10S 20 Y FF 56 T H 15S 25 Y S FF H 15S H 10S F 64 H 10S H 10S 25 Y T FF FF 68 H 15S S T S H 8S H 10S 20 Y T FF FF 77 T FF FF 79 H 8S H 10S T FF 82 H 10S 20 Y FF 84 T Promotional Turn 8 My Whisky

135 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program 85 H 10S H 8S T T FF 90 H 10S T FF 92 T F 93 10S T H 10S T S T FF FF 101 H 10S H 10S T FF 104 T F H 15S T T FF 109 T T FF 113 T H 20P T T FF 118 T FF FF 122 T FF 123 T FF H 10S FF FF F Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner 128 T F Language (FLS) FF 130 H 15S 25 Y H 10S FF 135 T T T H 10P FF P F S S H 15P 45 Y H 20P 30 Y F FF 152 H 10S S H 15S F 155 8S H 20P T T T T T FF 163 H 8S F 164 H 15P FF 165 H 8S F 166 T H 10S F 168 H 10P T T Marketing & Product Guide 133

136 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program 171 H 20S 25 Y F FF 174 T S T H 15P FF H 15P F F 184 T FF 185 H 15P 25 Y F 186 T 8S F 187 H 20S 40 Y H 10S FF 190 H 10S F 191 H 15S 30 Y S F FF 194 T H 20S 40 Y F 196 H 8S T H 15S 25 Y F H 20S F 201 H 15S FF 205 T H 8S F 208 T H 15S S H 10S 20 Y H 15P F 213 T S FF Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card 216 H 8S Power Aisle Banner Perimeter Banner Language (FLS) 217 H 20P 30 Y FF 218 H 10S F 219 T T FF 221 H 10S 20 Y T T T T FF 226 H 20S 30 Y T H 15S 25 Y F S T T H 15S 30 Y F S F T FF S T FF 242 H 15S F 243 H 20P FF 244 H 15S FF 246 T T H 15P H 10S 20 Y F 250 H 15S 25 Y H 20S 30 Y H 20P 30 Y FF 254 T H 10S F F Promotional Turn 8 My Whisky

137 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program 258 T T F 263 H 20S 40 Y T H 15S T T H 20S 25 Y F FF 273 T T T H 8S FF 279 H 15S 25 Y F F 281 T T T H 15S FF 288 H 20P 30 Y T T FF T T P F 296 T T H 20P 30 Y T Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card 300 H 15S 30 Y Power Aisle Banner Perimeter Banner 303 T F 304 T T Language (FLS) FF F F 311 H 10P S F T T T F 321 H 8S F FF 323 T H 8P FF 325 H 15S H 15S 30 Y T FF 328 T H 20P 45 Y F 330 T FF 333 F 334 H 20S F 335 T FF H 10S F Marketing & Product Guide 135

138 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program S H 15S 30 Y H 20P 45 Y FF H 15S 30 Y T H 8P H 20P 30 Y F H 20S 40 Y FF 360 H 10P F 361 H 15S 25 Y H 20S F F 364 T H 10S F 367 H 20P 40 Y FF F 369 T FF 371 H 10S F 372 T H 15S 20 Y T FF H 20S 45 Y T T H 15S 30 Y H 15S H 15S 25 Y S FF 385 H 20S FF 386 H 15S 30 Y Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) 387 H 15S FF 388 H 10P F 389 H 15S F 390 H 15P 25 Y H 15S 25 Y H 10S 25 Y H 20P FF 394 H 20P 40 Y FF FF 397 H 15S 30 Y H 15S 40 Y F S FF 401 H 20S 30 Y H 10S H 15S FF FF 407 H 20P 30 Y F 408 H 10S F P F 412 H 15P 25 Y F T H 10P F 416 H 20S 25 Y F 417 H 15P T T S F F FF FF 425 H 10S F 426 H 8S F 427 H 15S 30 Y H 20S 40 Y F Promotional Turn 8 My Whisky

139 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program H 15S FF 432 H 20S H 15S FF F 437 H 10S 25 Y H 20S 30 Y F T FF H 15P 30 Y FF 444 H 15S 25 Y F 445 H 20S T T T H 15P FF P T S H 10P 20 Y F 458 H 8S F 459 H 20S 30 Y T T FF H 15S FF 467 H 10S T H 15S 30 Y FF Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner T S H 15P 20 Y Perimeter Banner F F 485 H 15P 20 Y F P F Language (FLS) FF H 10S 20 Y F 491 H 15S 30 Y T F H 15P F 495 H 15S T H 15S 30 Y H 20P F 501 H 15S T H 20P F FF 507 T FF 509 T 8S H 10S 25 Y F F FF Marketing & Product Guide 137

140 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program T H 10S F F 520 T H 10P FF P 25 Y H 20P 45 Y T FF FF 527 T H 15P 30 Y 40 6 F 529 T T T 3 4 F 532 8P FF S F 534 H 10S 25 Y F H 15P 25 Y FF 539 T F 540 H 15S FF H 20P 30 Y F 543 T H 10S H 15S 40 Y H 15S F 547 F H 20S H 10S 20 Y S FF 553 H 15P F 554 H 20S 30 Y H 8S F 556 H 15P F Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card 559 H 10S T T T H 10S Power Aisle Banner Perimeter Banner 564 H 10S F Language (FLS) FF 566 H 20P 30 Y H 8P FF 569 H 15S 30 Y F F 572 H 10S F 573 H 10P FF 575 H 15S 25 Y F 576 T FF FF 578 T FF 579 H 10S H 15S 30 Y T T H 15S 15 Y F S H 10S 25 Y FF FF 590 H 20P H 15P F 594 T T T F 598 FF 599 T H 15S F 602 H 15S Promotional Turn 8 My Whisky

141 Participating Stores This list is included in the Worksheets file posted on the portal Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Language (FLS) Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program FF 605 H 15S 30 Y H 15S 25 Y T F H 10S H 15S H 10S H 20S 40 Y F H 20P 25 Y H 20P 45 Y FF FF 627 H 15S 30 Y F 629 H 15S H 20P 45 Y H 20S F 632 H 20S 50 Y H 10S 20 Y F 634 H 15S 30 Y S F F S FF F 640 H 10S 25 Y FF 641 H 20S 40 Y F 643 H 10S 20 Y F 644 8S F F F 694 H 10S 25 Y FF Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card S Power Aisle Banner Perimeter Banner F 698 H 15S 30 Y F 699 H 10S 20 Y F 700 H 20S 30 Y F 702 H 15P H 20S 40 Y F 706 H 8S 15 Y H 15S 25 Y F 771 H 15P H 20S 40 Y Language (FLS) Marketing & Product Guide 139

142 140 Promotional Turn 8 My Whisky

Sold Space Programs Display Programs - Support Programs An electronic version (MS Excel format) of these worksheets is available on the Sales & Marketing Portal Site.

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

144 Display Programs Participating Products Continued Location LCBO# Description Size (ml) Hero Support Programs Wiser's Spiced Torched Toffee Canadian Whisky (WEEK #1) 750 LTO Gentleman Jack Rare Tennessee Whiskey (WEEK #2) 750 LTO Crown Royal Black (WEEK #3) 750 LTO Laphroaig Quarter Cash Single Islay Malt (WEEK #4) 750 LTO Crown Royal Maple Finished 750 LTO, FSI Crown Royal Black Crown Royal 750 Value Add Crown Royal 1750 LTO, FSI Crown Royal 1140 LTO, FSI 893 Wiser's Deluxe 750 LTO, FSI Wiser's Deluxe 1750 LTO Wiser's Deluxe 1140 Value Add 8805 Forty Creek Barrel Select Whisky 1750 Value Add Forty Creek Barrel Select Whisky 1140 LTO Forty Creek Barrel Select 750 LTO, FSI Canadian Club Premium 1750 BAM Canadian Club Classic 750 LTO, FSI Canadian Club Classic Forty Creek Copper Pot Reserve 750 LTO, FSI Forty Creek Copper Pot Reserve Whisky 1140 LTO Forty Creek Copper Pot Reserve 1750 BAM Wiser's Small Batch Whisky 750 LTO, FSI Collingwood 750 LTO, FSI Lot No BAM 3558 Gibson's Finest 12 Year Old Gibson's Finest 12 Year Old Gibson's Finest 12 Year Old Whisky 1140 Value Add 1222 Wiser's Special Blend Wiser's Special Blend (P.E.T) 1750 Value Add Wisers Special Blend 1140 BAM 984 Alberta Premium 750 BAM, FSI Alberta Premium (P.E.T) 1750 BAM Alberta Premium 1140 Value Add 142 Promotional Turn 8 - Whisky

145 Display Programs Participating Products Continued Location LCBO# Description Size (ml) Support Programs Canadian Club Premium 1140 Value Add Canadian Club Classic 1750 BAM Canadian Club Reserve Seagrams V.O. 750 BAM Seagrams V.O BAM Seagrams V.O BAM White Owl Whisky 750 LTO, FSI Alberta Premium Dark Horse Whisky 750 LTO Centennial 10 Year Old Limited Edition Rye 750 LTO, FSI Revel Stoke Spiced Whisky 750 LTO Spicebox 750 LTO Black Velvet Toasted Caramel Whisky 750 LTO 992 Royal Reserve 1140 BAM Royal Reserve (P.E.T) 1750 Value Add Royal Reserve (P.E.T) Smirnoff Vodka 750 LTO Captain Morgan Black Spiced Rum 750 Value Add Smirnoff Double Black 750 Value Add Absolut Vodka Absolut Berri Acai Vodka 750 LTO Absolut Vodka 1140 Value Add 1206 Bacardi Gold Rum 750 BAM Bacardi Gold Rum 1140 Value Add Bacardi Oakheart Spiced Rum Stolichnaya Vodka 750 LTO Stolichnaya Vodka Stolichnaya Vodka 1750 BAM Baileys Caramel Irish Cream Liquor 750 LTO Baileys Vanilla Cinnamon Baileys Irish Cream Liquor 1140 FSI = Product is featured in the Free Standing Insert. LTO = Limited Time Offer ST= Shelf Talker VA = Value Added BAM = Bonus AIR MILES Reward Miles BBAM = Bundled Bonus AIR MILES Reward Miles Marketing & Product Guide 143

146 Display Programs Participating Products Continued Location LCBO# Description Size (ml) Hero Support Programs Wiser's Spiced Torched Toffee Canadian Whisky (WEEK #1) 750 LTO Gentleman Jack Rare Tennessee Whiskey (WEEK #2) 750 LTO Crown Royal Black (WEEK #3) 750 LTO Laphroaig Quarter Cash Single Islay Malt (WEEK #4) 750 LTO Jameson Irish Whiskey 750 FSI Jameson Irish Whiskey 1140 LTO 1487 Crown Royal 750 Value Add Crown Royal 1750 LTO, FSI Crown Royal 1140 LTO, FSI 893 Wiser's Deluxe 750 LTO, FSI Wiser's Deluxe 1750 LTO Wiser's Deluxe 1140 Value Add 8805 Forty Creek Barrel Select Whisky 1750 Value Add Forty Creek Barrel Select Whisky 1140 LTO Forty Creek Barrel Select 750 LTO, FSI Canadian Club Premium 1750 BAM Canadian Club Classic 750 LTO, FSI Canadian Club Classic Jack Daniel's Tennessee Whiskey 750 Value Add Jack Daniel's Tennessee Whiskey 1140 BAM Gentleman Jack Rare Tennessee Whiskey 750 LTO, FSI 7880 Johnnie Walker Black 12 Yr 750 Value Add, FSI Johnnie Walker Black Label 1140 Value Add Johnnie Walker Black Label Scotch Johnnie Walker Red Label 750 Value Add Johnnie Walker Red Label Johnnie Walker Red Label 1140 Value Add Glenfiddich Single Malt 12 Year Old 750 Value Add Glenfiddich Single Malt 12 Year Old Glenfiddich Single Malt 15 Year Old 750 Value Add 7617 Chivas Regal 12 Year Old 750 Value Add Chivas Regal 12 YO Scotch Whisky 1140 LTO Chivas Regal 12 Year Old 1750 BAM 144 Promotional Turn 8 - Whisky

147 Display Programs Participating Products Continued Location LCBO# Description Size (ml) Support Programs The Glenlivet 12 Yr Malt The Glenlivet 12 YO Single Malt Scotch Whisky 1140 LTO, FSI The Glenlivet French Oak Reserve 15 Year Old 750 BAM Knob Creek Bourbon 750 BAM, FSI Woodford Reserve Distiller's Select Bourbon 750 LTO, FSI Buffalo Trace Bourbon 750 LTO, FSI Crown Royal Black Wiser's Small Batch Whisky 750 LTO, FSI Collingwood 750 LTO, FSI Bulleit Bourbon Frontier Whiskey 750 FSI George Dickel Tennessee Whisky No Value Add Bulleit Rye 750 LTO, FSI The Famous Grouse 750 BAM The Black Grouse 750 LTO, FSI The Famous Grouse 1140 LTO, FSI 67 Smirnoff Vodka 750 LTO Captain Morgan Black Spiced Rum 750 Value Add Smirnoff Double Black 750 Value Add Absolut Vodka Absolut Berri Acai Vodka 750 LTO Absolut Vodka 1140 Value Add 1206 Bacardi Gold Rum 750 BAM Bacardi Gold Rum 1140 Value Add Bacardi Oakheart Spiced Rum Stolichnaya Vodka 750 LTO Stolichnaya Vodka Stolichnaya Vodka 1750 BAM Baileys Caramel Irish Cream Liquor 750 LTO Baileys Vanilla Cinnamon Baileys Irish Cream Liquor 1140 FSI = Product is featured in the Free Standing Insert. LTO = Limited Time Offer ST= Shelf Talker VA = Value Added BAM = Bonus AIR MILES Reward Miles BBAM = Bundled Bonus AIR MILES Reward Miles Marketing & Product Guide 145

148 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description Size (ml) Support # of Extenders Programs R1 Vodka A Crystal Head Vodka 750 LTO Y Y R2 Vodka B Sobieski Vodka 750 BAM Y Y Y Y Y R3 Vodka C Iceberg Vodka 750 BAM, BBAM Y Y Y Y Y Y R4 Vodka D Smirnoff Vodka 1140 Value Add Y Y Y Y Y Y R5 Vodka E Prince Igor Extreme Vodka 1140 Value Add Y Y Y Y Y Y R6 Rum A Plantation Original Dark 750 Value Add Y R7 Rum B Three Olives Vodka 750 LTO Y Y Y Y Y R8 Rum C Sailor Jerry Spiced Navy Rum 750 LTO Y Y Y Y Y Y R9 Rum D Mount Gay Rum Extra Old 750 LTO Y Y Y Y Y Y Y R10 Rum E R11 R12 R13 R14 R15 Canadian Whisky A Canadian Whisky B Canadian Whisky C Canadian Whisky D Canadian Whisky E R16 Scotch A Harry's Hurricane Spiced Rum 750 LTO Y Y Y Y Y Y Proof Whisky 500 LTO Y Y STORE MANAGER S DISCRETION Y Y Y Y Y Fireball Whisky Shooter 750 BAM Y Y Y Y Y Y Y Carolans Irish Cream 1140 LTO Y Y Y Y Y Y Y Bushmills Irish Whiskey 750 Value Add Y Y Y Y Y Y Glenmorangie Original Single Malt Scotch Whisky 750 BAM Y Y Y Y Y Y R17 Scotch B Grant's Family Reserve 1140 Value Add Y Y Y Y Y Y R18 Gin A Ketel One Vodka 1140 LTO Y Y Y Y Y Y Y R19 Liqueurs A Luxardo Amaretto Di Saschira 750 BAM Y Y Y Y R20 Liqueurs B El Jimador Tequila Reposado 750 LTO Y Y Y Y Y Y R21 Liqueurs C 1867 Drambuie 750 LTO Y Y Y Y Y Y Y R22 Liqueurs D 5959 Baileys Irish Cream 750 LTO Y Y Y Y Y Y 146 Promotional Turn 8 - Whisky

149 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description Size (ml) Support # of Extenders Programs R23 Brandy A De Valcourt Napoleon VSOP 750 BAM Y R24 Brandy B E&J VSOP Brandy 750 Value Add Y Y Y Y Y Y Y R25 Tequila A Sauza Silver 1140 LTO Y Y Y Y R26 R27 R28 R29 R30 R31 R32 R33 R34 R35 R36 R37 R38 Ontario Blend A Ontario Blend B Ontario Blend C Pelee Island Gewurztraminer 750 LTO Y Y Y Y Y Y Pelee Island Shiraz/Cabernet 750 LTO Y Y Y Y Y Y Y Ontario Non VQA A Ontario Non VQA B Pelee Island Blanc De Blanc VQA Pelee Island Chardonnay VQA Pelee Island Cabernet Franc VQA 750 LTO Y Y Y Y Y Y Y 750 LTO Y Y Y Y Y 750 LTO Y Y Y Y Y Y Ontario Non Pelee Island Baco Noir VQA 750 LTO Y Y Y Y Y Y Y VQA C Ontario Non VQA D Ontario VQA A Ontario VQA B Australia/ New Zealand A Australia/ New Zealand B Australia/ New Zealand C Australia/ New Zealand D Pelee Island Lighthouse Riesling VQA Konzelmann Shiraz Barrel Aged VQA Sandbanks Estate Dunes Vidal VQA Kate Radburnd Sun Kissed Pinot Gris Penfolds Koonunga Hill Shiraz/Cabernet Villa Maria Private Bin Sauvignon Blanc Wolf Blass Yellow Label Shiraz 750 LTO Y Y Y Y Y Y Y 750 LTO Y Y Y 750 LTO Y Y Y Y 750 LTO Y Y Y 750 LTO Y Y Y Y 750 LTO, Wine Fridge Y Y Y Y Y Y Y 750 LTO Y Y Y Y Y Y Y R39 USA A Apothic Red 750 LTO Y Y Y Y Y Y Y R40 USA B Beringer Founders Estate Cabernet Sauvignon 750 LTO Y Y Y Y Y Y Y R41 Chile A Errazuriz Estate Pinot Noir 750 LTO Y Y Y Y R42 Chile B R43 France Blend A Fuzion Organic Malbec Cabernet 750 LTO Y Y Y Y Y Y Y Ascheri Barolo 750 LTO Y Marketing & Product Guide 147

150 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description R44 R45 R46 R47 R48 R49 France Blend B France South A France South B France Bordeaux/ Burgundy A Italy Central A Italy Central B Cavit Collection Pinot Grigio Delle Venez Igt Bouchard Pere & Fils Macon-Lugny St-Pierre Size (ml) Support Programs # of Extenders LTO Y Y Y Y Y Y Y 750 LTO Y Y 2881 Pisse-Dru Beaujolais 750 LTO Y Y Y Y Y Y Y R50 Italy North A R51 Italy North B R52 R53 Southern Europe A Southern Europe B Montecillo Crianza La Rioja La Chasse Merlot Vin De France Mezzacorona Pinot Grigio Trentino Tommasi Il Sestante Valpoicella Ripasso Castillo De Almansa Reserva Pasqua Villa Borghetti Passimento Rosso 750 LTO Y Y Y 750 LTO Y Y 750 LTO, Wine Fridge Y Y Y Y Y Y Y 750 LTO Y Y Y Y Y 750 LTO Y Y Y Y Y Y Y 750 LTO Y Radio Boka Tempranillo 750 LTO Y Y Y R54 Germany A Black Tower Rivaner 1500 BAM Y Y Y Y Y Y Y R55 Sparkling A R56 Sparkling B R57 R58 Ontario Beer A Ontario Beer B R59 Beer Santa Julia Organic Brut Sparkling Freixenet Cordon Negro Brut Samuel Adams Latitude 48 IPA 750 LTO Y Y Y 750 LTO, Wine Fridge Y Y Y Y Y Y 6 x 355 LTO Y Y Rickard's Red 473 LTO Y Y Y Y Y Y Y Nickel Brook Headstock IPA 473 LTO Y R60 Beer Newcastle Brown Ale 500 LTO Y Y Y Y Y Y R61 Beer Kozel Beer 500 LTO Y Y Y Y Y Y R62 Beer Waterloo Dark 473 LTO Y Y Y Y Y Y Y R63 Party Zone Breezer + Cider Apple 473 LTO Y Y Y Y Y Y Y R64 Party Zone Mike s Hard Lime 4 x 330 LTO Y Y Y Y Y Y R65 Party Zone Palm Bay Key Lime Cherry Tall Can 473 LTO Y Y Y Y Y Y Y 148 Promotional Turn 8 - Whisky

151 Community Shelf Extenders Community Shelf Extenders Location LCBO# Description Size (ml) Support Program Agent C1: Community Extender Luksusowa Vodka 750 Value add PMA Canada Ltd. C2: Community Extender C3: Community Extender Ballantine's Finest Blended Malt Scotch Whisky XOXO Pinot Grigio/ Chardonnay 1140 Value add 1500 LTO C4: Community Extender Gabbiano Chianti Docg 750 LTO Corby Spirit And Wine Limited Andrew Peller Limited Treasury Wine Estates C5: Community Extender Fetzer Merlot 750 LTO Charton Hobbs Inc C6: Community Extender Captain Morgan White Rum 750 BAM Diageo Canada Inc. C7: Community Extender Auchentoshan 12 Year Old Single Malt Scotch 750 LTO C8: Community Extender Galliano 375 BAM C9: Community Extender C10: Community Extender Pelee Island Time Semi Sweet Merlot VQA Citra Sangiovese Terre Di Chieti S. Schiralli Agencies Ltd., Beam Global Canada 750 LTO Pelee Island Winery 750 BAM Dionysus Wines & Spirits Ltd. Marketing & Product Guide 149

Discovery & Green Extenders Discovery Shelf Extenders Location LCBO# Description Green Shelf Extender Size (ml) Support Program D1: Discovery Wines 1 200501 Konzelmann Riesling VQA 750 LTO D2:

152 Discovery & Green Extenders Discovery Shelf Extenders Location LCBO# Description Green Shelf Extender Size (ml) Support Program D1: Discovery Wines Konzelmann Riesling VQA 750 LTO D2: Discovery Wines D3: Discovery Wines Fabiano La Calvisana Custoza Superiore Nugan Estate Alfredo Second Pass Shiraz D4: Discovery BSM La Fin Du Monde 750 LTO Agent Konzelmann Estate Winery Regazzi Wines & Spirits 750 LTO PMA Canada Ltd. 4 x 341 D5: Discovery BSM Erdinger Dunkel 500 D6: Discovery BSM D7: Discovery Spirits American Vintage Hard Iced Tea Bowmore 12 Year Old Islay Single Malt D8: Discovery Spirits Tullamore Dew Irish Whiskey 750 D9: Discovery Spirits Location LCBO# Description Iceberg Chocolate Mint Flavoured Vodka LTO Shelf Talker Sleeman Brewing & Malting Co. Mcclelland Premium Imports 473 LTO Mark Anthony Brands 750 LTO 750 Size (ml) Value Add BAM, BBAM Support Program S. Schiralli Agencies Ltd., PMA Canada Ltd. The Kirkwood Group G1: Green Extender Angel Nero D Avola Organic Giorgio & Gianni 750 LTO Agent Wine Lovers Agency Inc. 150 Promotional Turn 8 - Whisky

IMAGE Shelf Talkers Support LCBO# Description Size (ml) Program Agent 31146 Mill Street Coffee Porter 6 x 341 Trillium Beverage Inc.

153 IMAGE Shelf Talkers Support LCBO# Description Size (ml) Program Agent Mill Street Coffee Porter 6 x 341 Trillium Beverage Inc Taylor Fladgate Late Bottled Vintage Port 750 Sylvestre Wines & Spirits Inc Glenrothes Select Reserve Single Malt 750 Charton Hobbs Inc Mort Subite Kriek Lambic 375 Mcclelland Premium Imports Weihenstephaner Hefeweissbier 500 Provincial Beverages Of Canada Inc Estrella Damm Lager 500 The Premium Beer Company Inc Moosehead Cracked Canoe 6 x 341 The Premium Beer Company Inc Palm Amber Beer 6 x 330 Hobbs & Co Chivite Gran Feudo Rose 750 Churchill Cellars Ltd Girls' Night Out Strawberry Samba 750 Colio Estate Wines Erdinger Dunkel 500 Disc. Ext Mcclelland Premium Imports Creemore Springs Traditional Urbock 473 Creemore Springs Brewery Ltd Cupcake Red Velvet 750 Corby Spirit And Wine Limited Hop City Barking Squirrel Lager 473 The Premium Beer Company Inc Busch Ice 2838 Labatt Breweries Ontario Cortel Napoleon VSOP Brandy 750 Eurovintage International Inc Muskoka Mad Tom IPA 473 Lakes Of Muskoka Cottage Brewery Samuel Adams Boston Lager 6 x 355 The Premium Beer Company Inc Twice As Mad Tom IPA 4 x 355 Lakes Of Muskoka Cottage Brewery Espolon Tequila Blanco 750 PMA Canada Ltd Espolon Tequila Reposado 750 PMA Canada Ltd Are You Game Shiraz 750 Von Terra Enterprises Ltd Stiegl Grapefruit Radler 500 Mcclelland Premium Imports Santa Carolina Sauvignon Blanc Reserva 750 Charton Hobbs Inc Paulaner Hefe-Weissbier 500 The Premium Beer Company Inc Girls' Night Out Rose VQA 1500 Colio Estate Wines Girls' Night Out Chardonnay VQA 1500 Colio Estate Wines Grandi Mura Promovi Salento Primitivo 750 Regazzi Wines & Spirits Great Lakes Brewery Saison Dupump 650 Great Lakes Brewing Co Mill Street Vanilla Porter 440 Trillium Beverage Inc Russian Standard Platinum Vodka 750 Russian Standard Vodka Canada Ltd O'Casey's Irish Cream 750 Sylvestre Wines & Spirits Inc Busch 6 x 473 Labatt Breweries Ontario Magners Original Irish Cider 500 The Premium Beer Company Inc Alexander Keith's India Pale Ale 473 Labatt Breweries Ontario Marketing & Product Guide 151

154 Limited Time Offers LCBO# Description Size (ml) LTO Display Program 67 Smirnoff Vodka 750 $1.00 End Aisle 893 Wiser's Deluxe 750 $2.00 End Aisle 1743 Ruffino Chianti 750 $ Drambuie 750 $2.00 Extender 2881 Pisse-Dru Beaujolais 750 $1.00 Extender 5959 Baileys Irish Cream 750 $1.50 Extender Newcastle Brown Ale 500 $0.25 Extender Grand Marnier 375 $ Baileys Caramel Irish Cream Liquor 750 $1.00 End Aisle Henry Of Pelham Pinot Noir VQA 750 $ French Cross Cab Merlot Carton 1000 $ Rickard's Red 473 $0.20 Extender Sandeman Ruby Port 750 $ Smirnoff Vodka (P.E.T) 750 $ Naked Grape Chardonnay Bag In Box 3000 $ Wiser's Deluxe 1750 $2.70 End Aisle Maclays Pale Ale 473 $ Ruffino Chianti Classico Riserva Ducale Docg 750 $ Bouchard Pere & Fils Macon-Lugny St-Pierre 750 $1.50 Extender Antinori Toscana Igt 750 $ Santa Carolina Carmenere Reserva 750 $ Wayne Gretzky Merlot VQA 750 $ Peninsula Ridge Shiraz VQA 750 $ Gabbiano Chianti Docg 750 $2.00 Comm. Extender Anchor Steam Beer 2130 $ Sailor Jerry Spiced Navy Rum 750 $1.50 Extender Inniskillin Dry Riesling VQA 750 $ Waterloo Dark 473 $0.10 Extender J.P. Chenet Cabernet Syrah 750 $ Rekorderlig Wild Berries 500 $ Wiser's Small Batch Whisky 750 $2.00 End Aisle Cavit Collection Pinot Grigio Delle Venez Igt 750 $2.00 Extender Robert Mondavi Woodbridge Chardonnay 750 $ Auchentoshan 12 Year Old Single Malt Scotch 750 $5.00 Comm. Extender Jackson-Triggs Black Series Merlot VQA 750 $ Sandbanks Estate Dunes Vidal VQA 750 $1.00 Extender Wyndham Estate Bin 444 Cabernet Sauvignon 750 $ Crown Royal 1750 $3.50 End Aisle 152 Promotional Turn 8 - Whisky

155 Limited Time Offers Continued LCBO# Description Victoria Gin 750 $5.00 Size (ml) LTO Display Program Fuzion Organic Malbec Cabernet 750 $1.00 Extender XOXO Pinot Grigio/Chardonnay 1500 $2.00 Comm. Extender Pelee Island Gewurztraminer 750 $1.50 Extender Pelee Island Chardonnay VQA 750 $1.00 Extender The Black Grouse 750 $3.00 End Aisle Pasqua Villa Borghetti Passimento Rosso 750 $3.00 Extender Montecillo Crianza La Rioja 750 $2.00 Extender Konzelmann Shiraz Barrel Aged VQA 750 $1.00 Extender Pelee Island Lighthouse Riesling VQA 750 $1.00 Extender Cusumano Syrah 750 $ Absolut Berri Acai Vodka 750 $1.00 End Aisle Mike's Hard Lime 4 x 330 $1.00 Discovery Extender Jack Daniel's And Cola Tall Can 473 $ Carmen Reserva Carmenere 750 $ William Premium Cider 473 $ D'Arenberg The Stump Jump Grenache Shrz Mourvedre 750 $ Proof Whisky 500 $1.00 Extender Appleton Estate V/X 750 $ Sapporo Premium Beer 4 x 500 $ White Owl Whisky 750 $3.00 End Aisle Konzelmann Riesling VQA 750 $1.00 Discovery Extender Highland Park 12 Yr Old Single Malt 750 $ Jameson Irish Whiskey 1140 $2.50 End Aisle Chivas Regal 12 YO Scotch Whisky 1140 $4.00 End Aisle The Glenlivet 12 YO Single Malt Scotch Whisky 1140 $4.00 End Aisle Russian Standard Vodka 1140 $ Wyborowa Vodka 1140 $ Rockstar Original 473 $ The Famous Grouse 1140 $3.00 End Aisle De Chanceny Cremant De Loire Rose Brut 750 $ El Dorado 5 Year Old Rum 1140 $ Finlandia Vodka 1140 $ Freixenet Cordon Negro Brut 750 $1.00 Extender, Wine Fridge Sauza Silver 1140 $3.00 Extender Havana Club Anejo Blanco Rum 1140 $ Crown Royal 1140 $3.00 End Aisle The Pavillion Shiraz Cabernet Sauvignon 750 $2.00 Marketing & Product Guide 153

156 Limited Time Offers Continued LCBO# Description Baltika $0.20 Size (ml) LTO Display Program Copper Moon Riesling 750 $1.00 Wine Fridge Stolichnaya Vodka 750 $1.00 End Aisle The Kraken Black Spiced Rum 750 $ Errazuriz Estate Pinot Noir 750 $2.00 Extender Torres Infinite 750 $ Apothic Red 750 $2.00 Extender Growers Granny Smith Apple Cider 6 x 330 $ Miller Genuine Draft 473 $ Collingwood 750 $2.00 End Aisle Sawmill Creek Pinot Grigio Chard Bag In Box 4000 $ Henry Of Pelham Pinot Grigio VQA 750 $ Angel Nero D'Avola Organic Giorgio & Gianni 750 $ Revel Stoke Spiced Whisky 750 $3.00 End Aisle Spicebox 750 $2.00 End Aisle Jack Daniel's Honey 750 $ Tommasi Il Sestante Valpoicella Ripasso 750 $1.00 Extender Crystal Head Vodka 750 $5.00 Extender Tennent's Export Lager 500 $ Rocca Delle Macie Chianti Vernaiolo Docg 750 $ Castillo De Almansa Reserva 750 $1.00 Extender Jackson-Triggs Merlot Bag In Box 4000 $ Lancaster Bomber Ale 500 $ Las Mulas Organic Sauvignon Blanc Reserve 750 $ Crabbies Original Alcoholic Ginger Beer 500 $ Nickel Brook Headstock IPA 473 $0.15 Extender Pelee Island Blanc De Blanc VQA 750 $1.50 Extender Casillero Del Diablo Rsv Cab/Sav 750 $ Alexander Keiths Original Cider 473 $ Magners Pear Cider 500 $ Michelob Ultra 473 $ Forty Creek Copper Pot Reserve 750 $2.00 End Aisle Penfolds Koonunga Hill Shiraz/Cabernet 750 $2.00 Extender Alberta Premium Dark Horse Whisky 750 $2.00 End Aisle Black Velvet Toasted Caramel Whisky 750 $2.00 End Aisle Bodegas Castano Hecula 750 $ Molson Canadian 6 x 473 $ Mezzacorona Pinot Grigio Trentino 750 $1.00 Extender, Wine Fridge 154 Promotional Turn 8 - Whisky

157 Limited Time Offers Continued LCBO# Description Colio Dry White Bag In Box 4000 $2.00 Size (ml) LTO Display Program Canadian Club Classic 750 $1.00 End Aisle Canadian Club Reserve 1140 $ Crown Royal Maple Finished 750 $1.50 End Aisle Skyy Vodka 1750 $ Sawmill Creek Sauvignon Blanc 1500 $ Santa Julia Organic Brut Sparkling 750 $1.00 Extender Skinnygirl Tangerine Vodka 750 $ Harry's Hurricane Spiced Rum 750 $1.00 Extender Palm Bay Key Lime Cherry Tall Can 473 $0.20 Extender Betty's Raspberry Vodka Iced Tea 4 x 355 $ Smirnoff Sorbet Light Rspbrry Pomegrnte Vodka 750 $ Samuel Adams Latitude 48 IPA 6 x 355 $1.00 Extender Adobe Reserva Merlot Organic 750 $ Sprucewood Shores Riesling VQA 750 $ Bowmore 12 Year Old Islay Single Malt 750 $5.00 Discovery Extender Seagram Black Cherry 80 Calorie 6 x 355 $ French Cross Cabernet Sauvignon Bag In Box 4000 $ Innis & Gunn Original 6 x 330 $ La Chasse Merlot Vin De France 750 $2.00 Extender Fabiano La Calvisana Custoza Superiore 750 $1.00 Discovery Extender Molson Canadian Cider 473 $ Ascheri Barolo 750 $3.00 Extender Fetzer Merlot 750 $1.50 Comm. Extender Sailor Jerry Spiced Rum Gift Tube 750 $ Pelee Island Time Semi Sweet Merlot VQA 750 $1.00 Comm. Extender Reif The Empress Chardonnay VQA 750 $1.00 Wine Fridge Jackson-Triggs Vidal Proprietors Selection 750 $ Bacardi Pineapple Fusion Rum 750 $ Forty Creek Copper Pot Reserve Whisky 1140 $2.00 End Aisle Vin Parfait Red 750 $ Epica Red 750 $ Root 1 Carmenere Colchagua 750 $ Bulleit Rye 750 $1.50 End Aisle Forty Creek Barrel Select Whisky 1140 $1.40 End Aisle Montes Twins 750 $ Leyda Reserva Pinot Noir 750 $ Kate Radburnd Sun Kissed Pinot Gris 750 $1.50 Extender Marketing & Product Guide 155

158 Limited Time Offers Continued LCBO# Description Trapiche Extravaganza Red Blend 750 $2.00 Size (ml) LTO Display Program Ketel One Vodka 1140 $3.00 Extender Three Olives Vodka 750 $1.00 Extender La Fin Du Monde 4 x 341 $0.50 Discovery Extender Newfoundland Screech Honey Rum 750 $ Amaral Sauvignon Blanc 750 $ Veramonte Sauvignon Blanc 750 $ Nugan Estate Alfredo Second Pass Shiraz 750 $2.00 Discovery Extender Kim Crawford Marlborough Pinot Gris Lic 750 $ Eristoff Clear Cut 473 $ Mike's Hard Blood Orange 4 x 330 $ Jaw Drop Licking Limes 473 $ Monsoon Guava Melon Mist 4 x 355 $ Wine O'Clock Lively Moscato 4 x 355 $ Colio Bricklayer's Predicament Cabernet Merlot VQA 750 $ Candy Apple Red 750 $1.00 Popular Pick Sawmill Creek Merlot 1500 $ Somersby Citrus Cider 500 $ Radio Boka Tempranillo 750 $1.00 Extender Gentleman Jack Rare Tennessee Whiskey 750 $3.00 End Aisle Bud Light Platinum 6 x 340 $ American Vintage Hard Iced Tea 473 $ Blue Chair Bay White Rum 750 $ Black Cellar Merlot 750 $ Centennial 10 Year Old Limited Edition Rye 750 $2.00 End Aisle Canadian Club 100% Rye Whisky 750 $ Breezer + Cider Apple 473 $0.25 Extender Canadian Club Maple Whisky 750 $ Wiser's Spiced Vanilla 375 $ Forty Creek Spike Honey Spiced 750 $ Jim Beam Red Stag Hardcore Cider 750 $ Bacardi Limon 750 $ Havana Club Anejo 3 Anos 1140 $ Villa Maria Private Bin Sauvignon Blanc 750 $2.00 Extender, Wine Fridge Pelee Island Cabernet Franc VQA 750 $1.00 Extender Hobgoblin Extra Strong Ale 500 $ El Jimador Tequila Reposado 750 $2.00 Extender Appleton Estate V/X 375 $ Promotional Turn 8 - Whisky

Limited Time Offers Continued LCBO# Description Size (ml) LTO Display Program 480624 Woodford Reserve Distiller's Select Bourbon 750 $3.00 End Aisle 485128 Pelee Island Baco Noir VQA 750 $1.

159 Limited Time Offers Continued LCBO# Description Size (ml) LTO Display Program Woodford Reserve Distiller's Select Bourbon 750 $3.00 End Aisle Pelee Island Baco Noir VQA 750 $1.50 Extender Cline Zinfandel 750 $ Robert Mondavi Woodbridge Merlot 750 $ Trius Chardonnay VQA 750 $1.00 Wine Fridge Wolf Blass Yellow Label Shiraz 750 $3.00 Extender Jackson-Triggs Black Series Chardonnay VQA 750 $ Beringer Founders Estate Cabernet Sauvignon 750 $2.00 Extender Forty Creek Barrel Select 750 $1.00 End Aisle Mount Gay Rum Extra Old 750 $5.00 Extender Strongbow Cider 500 $ Buffalo Trace Bourbon 750 $3.00 End Aisle Mott's Clamato Caesar Extra Spicy 6 x 341 $ Kozel Beer 500 $0.20 Extender Angostura 1919 Aged 8 Years Select Rum 750 $ Relax Riesling 750 $1.00 Wine Fridge Carolans Irish Cream 1140 $3.00 Extender Inniskillin Cabernet Merlot VQA 750 $ Philippe De Rothschild Pinot Noir Vdp 750 $ Labet Cotes Du Rhone Rouge Aoc 750 $ Pelee Island Shiraz/Cabernet 750 $1.00 Extender Jackson-Triggs Shiraz 750 $ Naked Grape Sauvignon Blanc 750 $ French Cross Pinot Grigio Bag In Box 4000 $ Alexander Keith's India Pale Ale 6 x 341 $ Molson Canadian 6 x 341 $ Budweiser 6 x 341 $ Sleeman Cream Ale 6 x 341 $ Moosehead Lager 6 x 341 $ Carling Lager 6 x 355 $ Pabst Blue Ribbon 6 x 355 $0.50 Marketing & Product Guide 157

160 Value Added Program Value Add Program Warehouse Applied LCBO# Description Size (ml) VA Approved VA Mother Carton# 8805 Forty Creek Barrel Select Whisky 1750 Forty Creek Double Barrel 100 ml Prince Igor Vodka (P.E.T) 1140 Prince Igor Extreme 50 ml Canada Gold Whisky (P.E.T) 1140 Forty Creek Barrel Select 50 ml Prince Igor Extreme Vodka 1140 Forty Creek Barrel Select 50mL Tag No. 5 Vodka 750 TAG No.5 Frosted Maple 50 ml Gibson's Finest Sterling Edition Whisky 1140 Gibson's 12YO 50 ml Alberta Premium 1140 Darkhorse 50 ml Forty Creek Cream Liquor 750 Forty Creek Barrel Select 50 ml Promotional Turn 8 - Whisky

161 Value Added Program Value Add Program Sales Applied LCBO# Description Size (ml) VA Approved 18 Heineken Lager 6 x 330 Heineken Cities - Watches 1099 Johnnie Walker Red Label 750 Crown Royal 50 ml 1487 Crown Royal 750 Hockey Themed Glassware 1784 Grand Marnier 750 Grand Smash Recipe Necktag 2691 Tanqueray Dry Gin 750 Baileys 50 ml 7617 Chivas Regal 12 Year Old 750 Whisky Stones 7880 Johnnie Walker Black 12 Yr 750 Whisky Cubes 8805 Forty Creek Barrel Select Whisky 1750 Forty Creek Double Barrel 100 ml Glenfiddich Single Malt 12 Year Old 750 Whisky Stones in Branded Bags Prince Igor (P.E.T) 1140 Prince Igor Extreme 50 ml Bushmills Irish Whiskey 750 Baileys 50 ml Finlandia Vodka 750 Chambord 50mL Irish Mist 750 Tullamore Dew 50 ml Canada Gold Whisky (P.E.T) 1140 Forty Creek Barrel Select 50 ml Flat Roof Manor Pinot Grigio 750 Branded Glassware Prince Igor Extreme 1140 Forty Creek Barrel Select 50 ml Jack Daniel's Tennessee Whiskey 750 Gentleman Jack 50 ml Barefoot Pinot Grigio 750 Witch Hat Gift Tag Barefoot Shiraz 750 Witch Hat Gift Tag El Dorado 12 Year Old Rum 750 El Dorado 15Yr 50 ml Royal Reserve (P.E.T) 1750 Wiser's Deluxe 2 x 50 ml Black Velvet (P.E.T) 1750 Black Velvet Toasted Caramel 50 ml Tullamore Dew Irish Whiskey 750 Branded Glassware Mezzomondo Sangiovese Merlot 750 Spicebox 50 ml Leyenda Del Milagro Tequila Silver 750 Glenfiddich 12YO 50 ml Barefoot Cabernet Sauvignon 750 Witch Hat Gift Tag Barefoot Chardonnay 750 Witch Hat Gift Tag Wiser's Special Blend (P.E.T) 1750 Wiser's Deluxe 2 x 50 ml Jagermeister 750 Jagermeister Spice 50 ml Flat Roof Manor Merlot 750 Branded Glassware Smirnoff Vodka (P.E.T) 1140 Captain Morgan Original Spiced 50 ml Tag No. 5 Vodka 750 Tag No. 5 Frosted Maple 50 ml Keystone Light 6 x 473 Keystone Light- Camo Hat Jose Cuervo Especial Silver 750 Kraken 50 ml Ballantine's Finest Blended Malt Scotch Whisky 1140 Ice Mould Absolut Vodka 1140 Monin Cocktail mix Cinzano Sweet Vermouth Red 1000 Gibson's 12YO 50 ml Gibson's Finest 12 Year Old Whisky 1140 Gibson's 18 YO 50 ml Gibson's Finest Sterling Edition Whisky 1140 Gibson's 12YO 50 ml Alberta Premium 1140 Darkhorse 50 ml Wiser's Deluxe 1140 Rocks Glass Marketing & Product Guide 159

162 Value Added Program Value Add Program Sales Applied LCBO# Description Size (ml) VA Approved Bacardi Gold Rum 1140 Bacardi Oakheart 50 ml Smirnoff Vodka 1140 Captain Morgan Original Spiced 50 ml Canadian Club Premium CC Maple 50 ml Jim Beam White Label Bourbon oz Measuring Mason Jar Johnnie Walker Red Label 1140 Crown Royal 50 ml Johnnie Walker Black Label 1140 Whisky Cubes Dr. McGillicuddy's Peach Schnapps 1140 Fireball 50 ml Brugal Anejo 750 Black Grouse 50 ml Lucid Absinthe Superieure 750 Absinthe Spoon Hiram Walker Special Old Rye Whisky (P.E.T) 1140 Wiser's Deluxe 50 ml Iceberg Vodka 1140 Limited edition moulded iceberg rocks glass Sledgehammer Zinfandel 750 Halloween Mask Sledgehammer Cabernet Sauvignon 750 Halloween Mask Lamb's Palm Breeze Rum 1140 Playing Cards Lamb's Navy Rum 1140 Playing Cards Sortilege 750 Coffee Luksusowa Vodka 750 Appleton Reserve 50 ml Robert Mondavi Woodbridge Cabernet Sauvignon 1500 Swiss Chalet Coupon $2 OFF George Dickel Tennessee Whisky No Mason Jar Glass Jose Cuervo Especial Gold 750 Kraken 50 ml Jagermeister 1750 Branded Bottle Pumps Captain Morgan Black Spiced Rum 750 Jigger Wiser's Spiced Vanilla Canadian Whisky 750 Glass Lamb's Black Sheep Spiced Rum 750 Wiser's Deluxe 50 ml Canadian Club Reserve 750 Measuring Glass Inniskillin Oaked Chardonnay VQA 750 Bonus Branded Wine Glass The Kraken Black Spiced Rum 1140 Jose Cuervo Cinge 50 ml Captain Morgan Original Spiced Rum (P.E.T) 750 Flask Dillon's The White Rye 750 Dillons Cranberry Bitters Sortilege Maple Cream 750 Coffee Aberlour 12 YO Single Malt Scotch Whisky 750 Speyside Water George Dickel Rye 750 Mason Jar Glass Stalk & Barrel Canadian Whisky 750 Whisky mini Alma Mora Cabernet Sauvignon 750 Spicebox Whisky 50 ml Dr. McGillicuddy Apple Pie 750 Fireball 50 ml Plantation Original Dark 750 Citadelle Gin 50 ml Fuller's London Pride 4 x 500 Boxed Glass 160 Promotional Turn 8 - Whisky

163 Value Added Program Value Add Program Sales Applied LCBO# Description Size (ml) VA Approved Crimes Shiraz Durif 750 Halloween Mask Metaxa 5 Star 750 Metaxa 7 Stars Jose Cuervo Cinge 750 The Kraken 50 ml Trivento Decopas Sauvignon Blanc 750 Wine Charms Smirnoff Double Black 750 Crown Royal Black 50 ml The Balvenie 12 Yr. Doublewood month Magazine Subscription E&J VSOP Brandy 750 XO Brandy 50 ml Wiser's Spiced Torched Toffee 750 Rocks Glass Dekuyper Buttershots 750 Fireball 50 ml Captain Morgan Spiced Rum 750 Flask Appleton Special Gold Rum 1750 Appleton Reserve 50 ml Peroni Nastro Azzurro 6 x 330 Glassware Iceberg Vodka 1750 Iceberg Chocolate Mint 2 x 50 ml Guinness Draught 8 x 440 Halloween Glassware Hardys Stamp Series Cabernet/Merlot 750 Spicebox Whisky 50 ml Flor De Cana Clasico 5 Year Old Rum 750 Tequila Rose 50 ml Kahlua Coffee Liqueur 1140 Ferrero Rocher Chocolates Disaronno Originale Amaretto 1140 Branded Glassware Grant's Family Reserve 1140 Grant's Sherry Cask 2 x 50 ml Glenfiddich Single Malt 15 Year Old 750 Whisky Stones in Branded Bag Sleeman Original Draught 6 x 341 Wiser's Spiced Whiskey 50 ml Marketing & Product Guide 161

164 Bonus AIR MILES Reward Miles LCBO# Description Size (ml) Display Program BAM 42 Canadian Club Premium Seagrams V.O. 750 End Aisle Mommessin Export Cuvee St Pierre Rouge Silk Tassel Canadian Whiskey Captain Morgan White Rum 750 Comm. Extender Alberta Premium 750 End Aisle Royal Reserve 1140 End Aisle Bacardi Gold Rum 750 End Aisle Lamb's Palm Breeze Newfoundland Screech Rum Lamb's White Rum Barclay's Brandy Paarl Brandy 5 Star Pernod Kronenbourg x Prince Igor Vodka (P.E.T) De Valcourt Napoleon VSOP 750 Extender Dewar's White Label Gaston De Lagrange VS Errazuriz Estate Carmenere Fat Bastard Cabernet Sauvignon Vdp Ciao Sangiovese Organic Carton Ruffino Orvieto Classico Doc 750 Wine Fridge Mommessin Export Cuvee St Pierre Rouge Seagrams V.O End Aisle Patron Anejo Tequila Canadian Club Premium 1750 End Aisle Schenley O.F.C.(P.E.T) The Famous Grouse 750 End Aisle Coyote's Run Pinot Noir VQA Red Guitar Old Vine Tempranillo Garnacha Alberta Premium (P.E.T) 1750 End Aisle Stoneleigh Marlborough Pinot Noir Russian Prince(P.E.T) Labbe Francois Cassis Small Cask Brandy (P.E.T) Great Lakes Pumpkin Ale Castillo De Monseran Garnacha Cavallina Nero D'Avola Syrah Gato Negro Sauvignon Blanc Chateau Des Charmes Barrel Fermentd Chardonnay VQA Blu Giovello Prosecco Alberta Pure Vodka (P.E.T) Monkey Bay Pinot Grigio Forty Creek Double Barrel Reserve Whisky Canadian Club Premium (P.E.T) Promotional Turn 8 - Whisky

165 Bonus AIR MILES Reward Miles LCBO# Description Size (ml) Display Program BAM Gray Fox Cabernet Sauvignon Frescobaldi Chianti Nipozzano Riserva Docg Carolans Irish Cream Mezzomondo Negroamaro Salento Igt Bacardi Black Rosemount Pinot Grigio Golden Wedding (P.E.T) Lindemans Bin 45 Cabernet Sauvignon Cavallina Grillo Pinot Grigio Russian Prince (P.E.T) Cesari Chardonnay Delle Venezie Russian Standard Vodka James Ready x Kittling Ridge Kingsgate Reserve Ruby Peroni Nastro Azzurro Fat Bastard Shiraz Vdp Domaine De Canton Ginger Liqueur Tilia Malbec Bolivar Coffee Liqueur Jacob's Creek Chardonnay Tequila Don Julio Reposado Sobieski Vodka 750 Extender Tic Tok Pocketwatch Shiraz Gato Negro Cabernet Sauvignon Prince Igor Vodka (P.E.T) Pknt Carmenere 750 BBAM Pknt Cabernet Sauvignon 750 BBAM Silent Sam Vodka Canadian Club Sherry Cask Forty Creek Confederation Oak Reserve Whisky Whyte & Mackay Special Blend Ripasso Classico Superiore Le Pezze Okocim Pilsner Glayva L'Epayrie Blanc L'Epayrie Rouge Marquis De Villard Brandy Gilbey's London Dry Gin Underberg Bitters Mini 3 x Jack Daniel's Tennessee Whiskey 1140 End Aisle Luxardo Amaretto Di Saschira 750 Extender Wisers Special Blend 1140 End Aisle Banff Ice Vodka Seagrams V.O End Aisle 10 Marketing & Product Guide 163

166 Bonus AIR MILES Reward Miles Continued LCBO# Description Size (ml) Display Program BAM Bell's Original Scotch Whisky Galliano 375 Comm. Extender Mumm Cuvee Napa Brut Prestige Chivas Regal 12 Year Old 1750 End Aisle Dois Amigos Tinto Red Hardys Butcher's Gold Shiraz Sangiovese Fontana Di Papa White Fontana Di Papa Red Catedral Reserva The Balvenie Caribbean Cask 14 YO Scotch Trapiche Reserve Syrah Bees Grower's White VQA Bees Grower's Red VQA Merlot Lodi Heering Cherry Liqueur Yellow Tail Bubbles Rose Finca La Linda Merlot Tio Pepe Extra Dry Fino Sherry Big House The Birdman Pinot Grigio Kourtakis Apelia White Kourtakis Apelia Red Janneau Grand Armagnac VS Kressmann Selection Chardonnay Laphroaig 10 Year Old Robert Mondavi Woodbridge White Zinfandel B & G Partager Merlot Martini Extra Dry Vermouth White Matervitae Negroamaro Cutty Sark Scotch Whisky Codorniu Brut Clasico Sparkling 3 x Blanton's Original Bourbon Arbor Mist White Pear Pinot Grigio Sobieski Vodka Canada Gold Whisky (P.E.T) La Vieille Ferme Cotes Du Ventoux Jacob's Creek Moscato 750 Wine Fridge Tommasi Amarone Classico Sestante Voga Moscato Frizzante Cono Sur Reserva Chardonnay Writers Tears Pot Still Irish Whiskey Dujardin VSOP Brandy Pinnacle Whipped Stolichnaya Vodka 1750 End Aisle Canadian Club & Cola Mixed Promotional Turn 8 - Whisky

Bonus AIR MILES Reward Miles Continued LCBO# Description Size (ml) Display Program BAM 273110 Canadian Club & Ginger Ale 473 1 274696 Pezoules Cabernet Sauvignon 750 4 275933 Jameson Irish Whiskey

167 Bonus AIR MILES Reward Miles Continued LCBO# Description Size (ml) Display Program BAM Canadian Club & Ginger Ale Pezoules Cabernet Sauvignon Jameson Irish Whiskey Aquinas Pinot Noir Hpnotiq Harmonie Liquor Double Trouble - Hops & Robbers IPA Whyte & Mackay Special Reserve Lake Of Bays India Pale Ale Lot No See# End Aisle Pike Creek Double Barreled Canadian Whisky Phillips Butter Ripple Schnapps Eristoff Original Vodka Concilio Merlot Trentino Doc Domaine Du Petit Clocher Cabernet Franc Anjou Glenmorangie Original Single Malt Scotch Whisky 750 Extender Molson Canadian Wide Mouth 4 x Wente Southern Hills Cabernet Sauvignon Skinnygirl Red Wine Pepperwood Grove Old Vine Zinfandel Jose Cuervo Tradicional Silver Canadian Club Classic 1750 End Aisle Skinnygirl Bare Naked Vodka Dr McGillicuddy Peach Schnapps Kronenbourg 1664 Blanc 6 x Cono Sur Bicicleta Chardonnay Cent'Are Nero D'Avola - Merlot Santa Digna Cabernet Sauvignon Reserva Knob Creek Bourbon 750 End Aisle Bosco Montepulciano D'Abruzzo Doc Prince Igor Vodka Dragonheart Cinnamon Vodka Liqueur Moulin De Gassac Chardonnay 750 BBAM Highland Park 10 Year Old Kilbeggan Macallan Gold Errazuriz Max Reserva Cabernet Sauvignon Dunavar Pinot Grigio Black Tower Rivaner 1500 Extender Fetzer Cabernet Sauvignon Prison Break Pilsner Spearhead Moroccan Brown Ale Two Oceans Sauvignon Blanc Two Oceans Cabernet Sauvignon/Merlot Moulin De Gassac Merlot 750 BBAM 4 Marketing & Product Guide 165

TRADE COPY ONLY. Whisky Rocks T-shirt 04 Four Week Super Sale 24 NEW - Flighted End Aisles 34

TRADE COPY ONLY. Whisky Rocks T-shirt 04 Four Week Super Sale 24 NEW - Flighted End Aisles 34 Whisky Rocks T-shirt 04 Four Week Super Sale 24 NEW - Flighted End Aisles 34 Marketing & Product Guide PT4 PT8 October 13 - November 9, 2013 PT8 - Features Whisky Rocks T-Shirt 04 The signature piece of