Weeks 37 & 38 MARKETING & PRODUCT GUIDE. December 12, Trade Copy Only

Transcription

1 . Weeks 37 & 38 MARKETING & PRODUCT GUIDE December 12,

2 Table of Contents Release Overview... 1 Wines of the Month... 2 Arrive in Style... 2 Local Find... 3 Vintages Signage Release Signage Components Product Consultant Picks... 8 Re-ordering Signage Kits... 9 Additional In-Store Signage Gift Selector QR Code Shelf Talker Essentials Hot Buttons Additional In-Store Programs Vintages BAM & LTO Signage Specialty Portfolio Additional Vintages Marketing Programs Period 10 LCBO Shopping Guide Bi-weekly Awareness Ads Classics Catalogue Vintages Store Locations Vintages locations have been classified into four groups according to the quantity of signage components they will be shipped. Group 1 5, 18, 21, 36, 40, 65, 143, 154, 168, 187, 191, 195, 198, 253, 263, 295, 298, 329, 333, 340, 344, 361, 367, 371, 384, 385, 386, 390, 391, 394, 407, 412, 417, 427, 432, 444, 456, 465, 491, 494, 497, 532, 547, 554, 556, 569, 573, 590, 609, 614, 632, 640, 641, 644, 645, 699, 741, 771, 776 Group 2 3, 4, 9, 16, 17, 19, 20, 22, 23, 26, 31, 35, 41, 51, 55, 57, 60, 62, 64, 74, 82, 83, 84, 93, 98, 99, 102, 106, 130, 140, 148, 156, 163, 171, 179, 182, 185, 199, 207, 209, 210, 212, 218, 221, 228, 229, 233, 234, 237, 243, 248, 249, 250, 255, 265, 269, 270, 278, 279, 286, 287, 288, 311, 321, 325, 326, 334, 341, 351, 353, 359, 360, 373, 378, 381, 383, 387, 389, 392, 397, 398, 404, 415, 416, 425, 430, 431, 434, 437, 438, 453, 457, 459, 481, 485, 490, 499, 501, 505, 511, 512, 521, 523, 526, 540, 542, 544, 545, 546, 549, 550, 551, 553, 555, 566, 568, 571, 572, 575, 579, 580, 586, 587, 589, 593, 599, 601, 602, 605, 616, 617, 624, 627, 630, 631, 633, 635, 640, 649, 650, 652, 658, 694, 695, 697, 698, 700, 702, 703, 706 Group 3 7, 12, 13, 14, 25, 27, 33, 44, 45, 58, 68, 70, 72, 79, 80, 85, 97, 124, 132, 144, 145, 197, 200, 201, 202, 211, 214, 223, 227, 244, 260, 268, 365, 368, 401, 403, 420, 426, 441, 443, 449, 461, 469, 470, 477, 482, 483, 509, 515, 516, 538, 598, 612, 634, 636, 637, 638, 642, 643, 646, 653, 654, 655, 657, 677 Group 4 1, 10, 15, 38, 95, 115, 149, 164, 217, 226, 252, 300, 346, 355, 393, 445, 452, 486, 495, 500, 500, 522, 528, 534, 536, 619, 623, 629

3 Vintages December 12, 2015 Release Overview Feature A Gather Round Feature B The Magic Flute Our third release of wines for the holidays is a roundup of versatile, food-friendly options at accessible prices. These are wines that would be welcome at any gathering, from smaller get-togethers with friends, to big family dinners, to cocktail parties. Like the wines from our two previous holiday releases, they also make good gifts: all are impressive but not over the top. This collection features six genuine Champagnes at a range of price points. If customers are looking for a truly special gift or elegant addition to a party, Champagne is the world's ultimate indulgence. While these wines are perfect for New Year's Eve toasts, this is a good time to remind customers that Champagne (and sparkling wine in general) is versatile and food-friendly, and also makes a great addition to a holiday dinner. Vintages Marketing & Product Guide December 12,

4 Release Overview December 12, 2015 Wines of the Month Arrive In Style This monthly program features two wines that offer excellent quality-to-price ratio; customers will recognize that these products have the Vintages stamp of approval. Products are promoted in store with floor displays and signage. Wine of the Month alternates with the Benchmark. FEATURED PRODUCTS: MURUA RESERVA 2007 DOCa Rioja, Spain (XD) 750 ml $21.95 Full-bodied & Smooth CHÂTEAU PIERRE DE MONTIGNAC 2009 AP Médoc, Bordeaux, France (XD) 750 ml $23.95 Full-bodied & Firm This bi-weekly program features a wine that makes a great gift for the host, and is a great match with food. Anecdotal information about the wine is provided, along with food pairing suggestions. Products are promoted in-store with floor displays and signage. FEATURED PRODUCT: MONTES PURPLE ANGEL 2012 Colchagua Valley, Chile (XD) 750 ml $59.95 Full-bodied & Firm 95 points (jamessuckling.com) 2 December 12, 2015 Vintages Marketing & Product Guide

5 Release Overview December 12, 2015 Local Find This monthly program features Vintages Ontario Wine Buyer Astrid Brummer and a stellar Ontario wine that she recommends. The feature highlights information about the winery as well as three reasons why Astrid loves this wine (and why customers will too). The featured product is supported in-store with floor displays and signage. Local Find alternates with Local Talent. FEATURED PRODUCT: TRIUS BRUT ROSÉ Méthode Traditionnelle, VQA Niagara Peninsula (XD) 750 ml $29.95 Medium-bodied & Flavourful Vintages Marketing & Product Guide December 12,

6 Release Signage Components INSTALL DATE: DECEMBER 12, 2015 TAKE-DOWN DATE: JANUARY 9, 2016 Please Note: The merchandiser header card, chalkboard backer card and cut-case backer cards were shipped with Nov. 14 signage and should already be installed. Only release shelf talkers and pricer cards, plus WOM, AIS and Local Find backer cards, pricer cards and shelf talkers are included in the Dec. 2 signage package. COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCE Merchandiser Header Card 15"w x 21"h Holiday Chalkboard Backer Card 23-1/8" w. x 18-1/4" h. Holiday Backer Card 14" w. x 24" h. Generic & Pre-printed Shelf Talkers 2-7/8" w. x 5" h. Generic & Pre-printed Pricer Cards 8" w. x 7" h. Install on Vintages Release Merchandiser. Take-down Date: January 2, 2016 Display in Chalkboard frame behind Holiday products. Take-down Date: January 2, 2016 Create a Block Pile floor display using cut cases, in or near the Vintages section. Attach the Backer Card to the cut case. Take-down Date: January 2, 2016 Attach to shelf in front of appropriate product. Pre-printed includes all A, B & C Feature products. Take-down Date: January 2, 2016 Attach Pricer Card to front of cut cases in Block Pile display. Pre-printed includes all A Feature products. Take-down Date: January 2, December 12, 2015 Vintages Marketing & Product Guide

7 Release Signage Components INSTALL DATE: DECEMBER 12, 2015 TAKE-DOWN DATE: JANUARY 9, 2016 COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCE Flagship Store Exclusives Shelf Talker Flagship Store Exclusives Shelf Talker 2-7/8" w. x 5" h. Rave Review Shelf Talker Rave Review Shelf Talker 2-7/8" w. x 5" h. Attach to shelf in front of appropriate product. Attach to shelf in front of appropriate product. Nesting Table Signage Nesting Table Signs are now being kitted with release signage. This signage is delivered to stores with the necessary merchandising space to accommodate this component. NEW! Nesting Table Sign* 18" w. x 24" h. Display on the Nesting Table in the holder. This signage component will now be included with your release signage kit. *Participating Stores 10, 21, 31, 51, 93, 115, 164, 171, 226, 252, 298, 334, 344, 346, 355, 361, 367, 371, 373, 381, 386, 390, 416, 432, 445, 452, 470, 490, 500, 511, 523, 532, 544, 554, 556, 573, 580, 605, 643, 649, 653, 658, 706, 771 Vintages Marketing & Product Guide December 12,

8 Release Signage Components INSTALL DATE: DECEMBER TAKE-DOWN DATE: JANUARY 9, 2016 COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCE Wine of the Month Wine of the Month Backer Cards 14" w. x 24" h. Create a Block Pile floor display using cut cases, in or near the Vintages section. Attach the Backer Card to the cut case. Install Date: December 12, 2015 Take-down Date: January 9, 2016 Wine of the Month Pre-printed Pricer Cards 8" w. x 7" h. Wine of the Month Shelf Talkers 2-7/8" w. x 5" h. Attach Pricer Card to front of cut cases in Block Pile display. Install Date: December 12, 2015 Take-down Date: January 9, 2016 Attach to shelf in front of appropriate product. Install Date: December 12, 2015 Take-down Date: January 9, December 12, 2015 Vintages Marketing & Product Guide

9 Release Signage Components INSTALL DATE: DECEMBER 12, 2015 TAKE-DOWN DATE: JANUARY 9, 2016 COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCE Arrive in Style Arrive in Style Backer Card 14" w. x 24" h. Arrive in Style Pricer Card 8" w. x 7" h. Arrive in Style Shelf Talker 2-7/8" w. x 5" h. Local Find Local Find Backer Card 14" w. x 24" h. Local Find Pre-printed Shelf Talkers 2-7/8" w. x 5" h. Local Find Pre-printed Pricer Card 8" w. x 7" h. Create a blockpile floor display using cut cases, in or near the Vintages section. Attach the backer card to the cut case. Attach pricer card to front of cut cases in blockpile display. Attach to shelf in front of appropriate product. Create a Block Pile floor display using cut cases, in or near the Vintages section. Attach the Backer Card to the cut case. Attach to shelf in front of appropriate product. Attach pricer card to front of cut cases in blockpile display. Vintages Marketing & Product Guide December 12,

10 Release Signage Components Product Consultant Picks Product Consultant Picks Product Consultant Picks Hot Buttons were kitted with the release signage to leverage useful recommendations and help customers make decisions around wine selection and food pairings. Merchandising Instructions Write your recommendation and your name on the Shelf Talker Hot Buttons and display in the Vintages section of your store with shelf talker clips. COMPONENT Perfect For Hot Button this Hot Button is to help customers find products perfect for that special occasion or certain someone. Examples: The Bordeaux-Lover, The Host with the Most, The Collector, The World Traveller, mimosas with brunch, dinner with friends, appetizers Great With Hot Button this Hot Button should be used to help customers pair wine with food. Include general pairings as well as specific holiday foods. Examples: Turkey dinner, roast beef, lamb or salmon, a cheese tray. Consultant's Pick Hot Button display Hot Buttons throughout Vintages and create Product Consultant Picks on end aisle displays. 'My Favourite' Hot Button Product Consultants can use this Hot Button to draw special attention to their favourite products. Write your name and include a reason why it's your favourite. 'For The Locavore' Hot Button Display in front of local products from Ontario 'Gifts For The Host' Hot Button Product Consultants please use this hot button in front of products you recommend for host gifts. 'Our Finest' Hot Button Product Consultants to use at your discretion to highlight iconic, premium products from top producers. IMAGE 8 December 12, 2015 Vintages Marketing & Product Guide

11 Vintages Signage Kits Re-Orders Vintages Signage Kits Available for Re-Order KIT TYPE RE-ORDER SOURCE COMPONENTS Vintages BAM & LTO Signage Kit DMS Includes all BAM & LTO Shelf Talkers for the current promotional period. Vintages Superstars Signage Kit DMS Includes one Basket Sign and two Shelf Talkers. Vintages Release Signage Kit DMS Includes all signage components detailed on pages 4 8. When ordering specify the release in question (e.g., December 12 th release). To order, call hellolcbo at or Quote re-order source "DMS" and provide kit type. Note: Individual signs contained in the above kits cannot be re-ordered individually. Vintages Marketing & Product Guide December 12,

12 Additional In-Store Signage The Gift Selector QR Code Shelf Talker Overview The Vintages Gift Selector is a very useful tool to assist customers that are looking for inspiration and recommendations. This year s online Holiday Gift Selector features our Gift Set Collection. The Gift Sets are grouped in the following ways: Unique Impressive Spirits Host Entertaining Sparkling More and more customers are using their mobile phones to help with their searching, finding, and buying so our Holiday Gift Selector has been designed to be a mobilefriendly experience. We encourage you to try it out yourself on a mobile phone. Looking for Impressive gifts?" QR Code Shelf Talker Display this shelf talker in your Vintages section. Customers can scan it with their smartphones to access other Holiday gifting solutions available at vintages.com/gifts. Looking for Impressive gifts?" QR Code Shelf Talker 4.67" x 5.88" Display this shelf talker in your Vintages section 10 December 12, 2015 Vintages Marketing & Product Guide

13 Additional In-Store Signage P10 Essentials Hot Buttons Vintages Essentials Hot Buttons In order to help increase recognition of our Essentials collection, we have created endorsement Hot Buttons for a selection of products. These newly introduced signs will change on a monthly basis and will offer customers a quick recommendation to try something new based on what they already like. We may also use these to point out significant awards these products have won. Key Dates Ship Date: December 7, 2015 Install: Upon Receipt Take-down: January 3, 2016 Featured Products LCBO# PRODUCT NAME SIZE (ML) PRICE ZENATO RIPASSA VALPOLICELLA SUPERIORE LA CHABLISIENNE VIEILLES VIGNES CHABLIS MEIOMI PINOT NOIR ASTROLABE PROVINCE SAUVIGNON BLANC *CASTELGIOCONDO BRUNELLO DI MONTALCINO * 2015 Wine of the Year jamessuckling.com Components Essnetials Hot Buttons x 5 versions Merchandising Instructions Display the Hot Buttons on-shelf in front of the corresponding products in the Vintages section of your store with shelf talker clips. Vintages Marketing & Product Guide December 12,

14 Additional In-Store Programs P10 LTO & BAM Signage Vintages BAM and LTO Signage 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. Key Dates Ship Date: November 23, 2015 Effective Dates BAM: November 29 to January 2, 2016 Effective Dates LTO: November 30 to January 3, 2016 Components P10 BAM Shelf Talkers P10 LTO Shelf Talkers LCBO# PRODUCT NAME PRICE NOW PROMOTION Toasted Head Chard (Rh Phillip) $18.95 $18.95 BAM Carmenère Winemaker's Lot 148 (Concha Y Toro) $17.95 $17.95 BAM Pinot Noir G Marquis Slvr Ln Stone Rd $19.95 $19.95 BAM Extra Zytnia Vodka $25.35 $25.35 BAM Cabernet Sauvignon Cakebread (Kobrand) $99.95 $99.95 BAM Merlot Reserve Don Mendoza Kpm (Finca La Celia) $11.50 $10.50 $ Zig Zag Zin (Mendocino Wine Group) $21.95 $20.95 $ Semillon Columbia Valley (L'Ecole No 41) $24.95 $23.95 $ Zubrowka Bison Vodka $27.10 $25.60 $ Baron Herzog Sauvignon Blanc KPM $20.60 $19.10 $ Cab Sauv Catena Mendoza (Bodegas Esmeralda) $19.95 $18.45 $ Pinot Noir Ontario (Flat Rock Cellars) $19.95 $17.95 $ Riesling Thirty Bench (Andrew Peller) $18.95 $16.95 $ Cabernet Merlot (Coyote's Run) $19.95 $17.95 $ Torres Gran Coronas (Miguel Torres) $19.95 $17.95 $ The Formula Robert's Shiraz (Small Gully) $19.95 $17.95 $ Merlot Irony Napa (Delicato Family Vineyards) $19.95 $17.95 $ Chard G Marquis Silver Line (Magnotta) $17.95 $15.95 $ Zisola Nero D'Avola (Marchesi Mazzei) $21.95 $19.95 $ December 12, 2015 Vintages Marketing & Product Guide

15 Additional In-Store Programs P10 LTO & BAM Signage LCBO# PRODUCT NAME PRICE NOW PROMOTION Chardonnay Marlborough (Oyster Bay) $18.95 $16.95 $ Enchanted (Foreign Affair) $17.95 $15.95 $ Xinomavro Merlot Ktima (Kir Yianni Estate) $18.95 $16.95 $ Cannonau Riserva Sardinia (Sella& Mosca $17.95 $15.95 $ Vidal Icewine VQA Nia(Lakeview Cellars) $21.95 $19.95 $ Prosecco Di Valdobbiadene Brut (S. Margherita) $18.95 $16.95 $ Private Reserve Icewine Ontario (Peller E $26.95 $23.95 $ Marlborough Sauvignon Blanc (Kim Crawford $19.95 $16.95 $ Cab Sauv Wynns Coonawarra Estate (Treasury) $27.95 $24.95 $ Shiraz-Cab Majella Musician Coonawarra (Inland) $19.95 $16.95 $ Tenuta Frescobaldi Di Castiglioni Toscana (Fre $21.95 $18.95 $ Cab Sauvignon Marques (Concha Y Toro) $21.95 $18.95 $ Amarone Cl Valpolicella (Zenato) $50.95 $47.95 $ Vidal Icewine VQA Ltd Edition(Magnotta $29.95 $26.95 $ Peppoli Chianti Classico Docg (Antinori) $19.95 $16.95 $ Chardonnay Rus River Ranches(Sonoma Cutrer $27.95 $24.95 $ Pinot Noir Russian River (Rodney Strong $24.95 $21.95 $ Cab Loius M. Martini Napa Vly (E. & J. Gallo) $29.95 $25.95 $ Cabernet Sauvignon Napa (R Mondavi) $34.95 $29.95 $ Brut Premier (Louis Roederer) $69.95 $64.95 $ Riesling Icewine VQA (Henry Of Pelham) $49.95 $44.95 $ Vidal Icewine VQA Niag (Kittling Ridge) $39.95 $34.95 $ Vidal Icewine VQA (Inniskillin) $49.95 $42.95 $7.00 Vintages Marketing & Product Guide December 12,

16 Additional In-Store Programs Specialty Portfolio Specialty Portfolio The Specialty Portfolio exists to provide products that have demand within a particular ethnic community, but not widespread demand in the general population. PRODUCT NAME PRODUCER COUNTRY Kosher Portfolio - December 12th Rapid Release SIZE (ML) LCBO # Teperberg Family Estate Meritage KP M Mazel Wines Israel Terra Vega Cabernet Sauvignon KPM Vina Luis Felipe Edwards Chile Specialty & Saké Portfolio - December 12th Rapid Release Krimsekt Semi-Sweet Red Sparkling Wine Multiculture Bevco Inc Ukraine Krimsekt Semi-Sweet White Sparkling Wine Multiculture Bevco Inc Ukraine Badel Travarica Badel 1862 Croatia Cezar Brandy Badel 1862 Croatia Murai Family Sugidama Junmai Ginjo Sakeone Corporation Japan Tbilvino Alazani Valley Red Tbilvino Georgia Moniack Mead The Lyme Bar Cider Co United Kingdom December 12, 2015 Vintages Marketing & Product Guide

17 Additional Vintages Marketing Programs Vintages in Period 10 LCBO Shopping Guide Every period the LCBO releases a Shopping Guide and Vintages will have a dedicated two-page spread which highlights one product from each release and a Vintages Essential. There is always something new to discover each month at Vintages and this is a great opportunity to showcase what Vintages offers to customers who don t normally shop this section. FEATURED PRODUCTS: MURUA RESERVA 2007 DOCA Rioja, Spain Full-bodied and Smooth (XD) 750 ml $19.95 December 12: Holiday Gatherings feature MONTES PURPLE ANGEL 2012 Colchagua Valley, Chile Full-bodied & Firm (XD) 750 ml $59.95 December 12: Holiday Gatherings feature KIM CRAWFORD SAUVIGNON BLANC Marlborough, South Island, New Zealand Aromatic & Flavourful (XD) 750 ml Reg. $19.95 Now $16.95 Save $3.00 Always Available from our Essentials Collection Biweekly Ads in the Globe & Mail Every Vintages biweekly release, ads run in the Globe & Mail s Style section. These ½-page ads promote the current release theme, offer readers a sneak peek at the release in stores on Saturday and drive home the fact that we offer over new wines every two weeks. The next ad for the Gather Round feature from the December 12 release will run in the Globe & Mail on Saturday, December 12, Please note: There will also be ads placed in the December 19th & 28th Globe & Mail focusing on the Holiday entertaining and New Year s celebrations. Vintages Marketing & Product Guide December 12,

18 Additional Vintages Marketing Programs January & February Classics Catalogue On the first Thursday of every month, we launch a new Classics Collection a limited assortment of premium wines and spirits from the most prestigious and sought-after producers and regions in the world, including rare and older vintages. The January and February collections will be represented in one print catalogue that covers both collections. Starting January 7 at 8:30 a.m., customers can order the January products at vintages. com/shop or by phone at or toll-free at (Monday to Friday, 8:30 a.m. to 6 p.m., and Saturday, 9 a.m. to 6 p.m.) on a first-come, first-served basis. Prior to the order date, the collections can be viewed online at vintages.com/classics. KEY DATES Catalogues in-store and at vintages.com/classics: December 24 JANUARY COLLECTION Ordering starts at vintages.com/shop: January 7, 8:30 a.m. FEBRUARY COLLECTION Ordering starts at vintages.com/shop: February 4, 8:30 a.m. Upcoming Classic Catalogue In-Store Date March Classics Thursday, March 3, 2016 April Classics Thursday, April 7, 2016 May Classics Thursday, May 5, 2016 June Classics Thursday, June 2, 2016 November/December Classics Note: Please remind customers that December Classics products are still available to order at vintages.com/shop 16 December 12, 2015 Vintages Marketing & Product Guide

19 Take-Down Instructions IMPORTANT! A consistent message and signage make our promotions successful, so please take down any leftover themed signage from previous promotions. Every two weeks, a new signage package is sent to stores to support the Release. Themed signage from previous promotions should always be taken down when the new package arrives. Questions? Call hellolcbo at / Please have this guide available. LCBO, 2015 No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information store and retrieval system, without permission in writing from the LCBO. LCBO Dept. # Merchandising Communications 55 Lake Shore Blvd. East Toronto, Ontario M5E 1A4 The information contained in this guide was written for the LCBO internal use only. This guide is printed on 100% recycled paper, by the LCBO s Print Digital Copy Centre (Dept. 890)

20 NEED SIGNAGE? If you are missing or need to re-order Vintages signage that is, signage not available via Central Supply Online always call the hellolcbo Contact Centre at ( ) for help. When you call, select the IMAGE menu-option so that your call is directed to the right agent. We know you're busy and getting you to the right person as quickly as possible is our goal. Here are a few things to consider, or have on hand, when you call in: Name of the signage in question (e.g., Vintages Staff Pick Sign black colour) Sign Re-order # (e.g., Re-order #NIBSK219) Page # where the signage appears in the Signage Catalogue or bi-weekly M&P Guide (e.g., page 74 in the 2013 Signage Catalogue)