PT2. Marketing & Product Guide. Pt2: April 28, May 25, 2013 TRADE COPY ONLY

Transcription

1 Marketing & Product Guide PT2 Pt2: April 28, May 25, 2013

2 PT2 - Features Long Weekend Beer FSI 34 The Beer FSI, just in time for the May long weekend kick off to summer, will feature 60 beers, ciders and taster packs - many of which are brand new! Ready-to-Drink Descriptors & Brochure 42 The Ready-to-Drink Flavour Descriptors and Sweetness Indicator have been developed to help customers find the RTD style that suits their preferred taste. The RTD Brochure will educate our customers on how to buy RTD drinks and will explain to customers the new RTD bin ticket in detail. Single Bottle Paper Bag - Bilingual 57 The Single Bottle Paper Bags have been developed to further communicate the 25 or Younger? Have your I.D. Ready program. Fruity Berry Citrus Tropical Spicy Creamy Classic Ready-to-Drink Block Pile Program & Staff Guide 43 The RTD Block Pile Program will run from PT2-PT7. New product information, including tasting profiles will be included in the companion Summer Refreshment Staff Guide.

3 Marketing & Product Guide Goals of the Promotion 03 Advertising 04 How To Shop For Wine In-Store Signage 07 Promotional Sign Gallery 11 PODS 26 Re-Print of the Wine Shopping Guide End Aisle Brochure Reminder - In Section Shelf Talker How to Scan a Barcode Period 2 Features 33 Long Weekend Beer FSI 34 Ready-To-Drink Descriptors 37 Brochure: Ready-To-Drink 42 Ready-To-Drink Block Pile Program or Younger? Have Your I.D. Ready 57 Mini-Thematic 63 Front End Merchandiser 67 Seasonal Rosé Program 73 Seasonal & New Product 77 Fixture Program Wine Fridge 79 Special Promotions Fixture 85 Exterior Springer Sign 87 Shopping Cart Signs 89 Ontario Wines Programs 91 Ontario Superstars 92 Ontario Popular Pick 94 VQA Cube Fixture 96 golocal VQA Gondola Fixture 97 Wines to Watch Program 101 Winter Wine Program 103 Gifting 105 Beer Programs 111 Ontario Craft Beer End Aisle 112 Brewery Spotlight 113 Craft Beer Program 114 Ontario Craft Beer (Quarterly Program) 115 Vintages Superstars 117 Vintages BAM & LTO Signage 119 FOOD & DRINK 121 Participating Stores 127 Sold Space Programs 135 Display Table Guidelines 161

4 What s your grape? Thematic Promotion What s your grape April 28, May 25, 2013 Last year we introduced Wine Shopping Made Easy, a new approach in wine shopping at the LCBO. By Country By Wine Style (New) By Varietal (New) By food match By Sweetness (new) The promotion was incredibly successful with customers telling us how helpful they found the new tools. This year s promotion will further simplify wine shopping on two key methods: by VARIETAL and by WINE STYLE. Customers have been shopping using wine styles now we need to encourage them to discover their preferred style. Understanding varietal helps to explain why they like a particular style. Helping to empower customers through education will give them more confidence in the wines they select and encourage trial of new products. Let s tell customers It s easy to find YOUR favourite wine at the LCBO!

5 Advertising FSI What s Your Grape? - Advertising FSI Free Standing Insert (FSI) The FSI will highlight some of the most popular varietals at the LCBO and explain what you can expect from each grape. Wine Styles will be explored. A sweetness overview will be provided as well as a food & wine matching guide. Drop Date May 2, 4 and 5 (varies by publication) The FSI will be inserted in the following publications: The Globe and Mail Guelph Mercury Hamilton Spectator Kingston Whig Standard Kitchener Waterloo Record London Free Press National Post Ottawa Citizen Ottawa Sun Toronto Star Toronto Sun Thunder Bay Chronicle Windsor Star Barrie Examiner North Bay Nugget Peterborough Examiner St. Catharines Standard All stores will receive 10 copies of the FSI for reference. 4 Promotional Turn 2

6 Advertising FSI What s Your Grape? - Advertising FSI FSI Product List LCBO# Description Size (ml) 943 Mouton Cadet Rouge Cusumano Syrah Igt Folonari Pinot Grigio Delle Venezie Igt Cesari Mara Vino Di Ripasso Valpolicella DOC Fat Bastard Shiraz VdP Masi Campofiorin Igt Masi Masianco Pinot Grigio & Verduzzo Igt McWilliams Hanwood Estate Cabernet Sauvignon Lindemans Bin 50 Shiraz Hardys Butcher's Gold Shiraz Sangiovese The Pavillion Shiraz Cabernet Sauvignon Hands Hot To Trot Red Blend Big House Cardinal Zin Lucky Penny White Peter Lehmann Clancy's Red Shiraz/Cabernet/Merlot Yellow Tail Semillon/Sauvignon Blanc Painters Bridge Cabernet Sauvignon Crush First White VQA Jackson-Triggs Chardonnay Cask Bodacious Red Blend Thirty Bench Riesling E. Guigal Côtes Du Rhône Concha Y Toro Marques de Casa Concha Cabernet Sauvignon 750 Marketing & Product Guide - What s Your Grape? 5

7 How To Shop For Wine In-Store Signage Overview We have UPDATED the permanent Featured Product Pole signage, as the signage is no longer NEW. The following items will be shipped: How to Shop Our Shelf Ticket Featured product pole top sign. How to Shop Sweetness Tear Away pad. Key Dates Ship Date: week of April 22, 2013 Start Date: April 29, 2013 Participating Stores All stores

8 How To Shop For Wine In-Store Signage Merchandising Instructions: Old signage should be replaced in the wine section of your store. Some suggested areas include Italy, France, California, Australia, Chile/Argentina, Fortified, and Sparkling. Sweetness Indicator Customer Take-away Info Sheet The horizontal pads are to be merchansided on the top shelf in prominent wine sections. One pad per gondola. Each pad has a bin ticket, hanging the pad for easy access for your customers. Component ReOrder # Featured Product Pole - ENG/FRE Sweetness Indicator Customer Take-away Info Sheet (comes in pads) 1 Channel holders ENGLISH Sweetness Indicator Customer Take-away Info Sheet (comes in pads) 1 Channel holders FRENCH WINE005 WINE001 WINE002 Sweetness Indicator Customer Take-away Info Sheet (comes in pads) 2 Channel holders ENGLISH WINE003 Sweetness Indicator Customer Take-away Info Sheet (comes in pads) 2 Channel holders - FRENCH WINE004 8 Promotional Turn 2

9 How To Shop For Wine In-Store Signage Components & Re-order Codes Continued How to Shop Sweetness Tearaway pad 1 Channel holders ENG WINE001 How to Shop Sweetness Tearaway pad 2 Channel holders ENG WINE003 How to Shop Sweetness Tearaway pad 1 Channel holders FRE WINE002 How to Shop Sweetness Tearaway pad 2 Channel holders FRE WINE004 Marketing & Product Guide - What s Your Grape? 9

10 What s your grape? 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 Music CD re-order# DMS We would like to hear your comments about this period s music. Please you feedback to jayne.roos@lcbo.com

11 Promotional Signs Component Where to install sign Re-order Code Images Exterior Banners Blonde Girl with Grapes (DOMINANT) Banners: 43 w x 87 h Exterior Banners Guy with Grapes Banners: 43 w x 87 h Exterior on building Promotional Turn 2

12 Promotional Signs Component Where to install sign Re-order Code Images Exterior Banners Asian Girl with Grapes Banners: 43 w x 87 h English Show Card Blonde Girl with Grapes / Blonde Girl with Grapes Dimensions: 28 w x 45 h Exterior on building Install in the windows on the hangers. ENG Marketing & Product Guide - What s Your Grape? 13

13 Promotional Signs Component Where to install sign Re-order Code Images English Show Card Asian Girl with Grapes / Guy with Grapes Dimensions: 28 w x 45 h French Show Card Blonde Girl with Grapes/ Blonde Girl with Grapes Dimensions: 28 w x 45 h Install in the windows on the hangers. ENG FR Promotional Turn 2

14 Promotional Signs Component Where to install sign Re-order Code Images Exterior Transparency Blonde Girl with Grapes (DOMINANT) Transparencies: 28 w x 54 h Exterior Transparency Guy with Grapes Transparencies: 28 w x 54 h Only for stores #452, #528, #568. These are installed by the vendor Marketing & Product Guide - What s Your Grape? 15

15 Promotional Signs Component Where to install sign Re-order Code Images Exterior Transparency Asian Girl with Grapes Transparencies: 28 w x 54 h Power Aisle Banners What s Your Grape / What s Your Grape Dimensions: 45 w x 30 h Only for stores #452, #528, #568. These are installed by the vendor. Over the central aisle, closest to the entrance. Alternate every other one Promotional Turn 2

16 Promotional Signs Component Where to install sign Re-order Code Images Power Aisle Banners Brunette Girl / Guy with Hat Dimensions: 45 w x 30 h Over the central aisle, closest to the entrance. Alternate every other one Power Aisle Banner Install Instructions Alternate every other banner with a What s Your Grape banner as illustrated below. Backlit / Tasting Bar Blonde Girl with Grapes Dimensions: 21 15/16 w x 32 9/16 h Install in the frame on the portable Tasting Bar. Some stores will be supplied a backlit sign holder Marketing & Product Guide - What s Your Grape? 17

17 Promotional Signs Component Where to install sign Re-order Code Images Hero Display Banner Stand Insert Mitolo Shriaz Dimensions: 20 w x 70 h Pricer Cards Dimensions: 8 w x 7 h Thematic Banner Stand Insert Blonde Girl with Grapes Dimensions: 20 w x 70 h Hero Display Hero Display (2 versions - Mitolo Junior Shiraz, Mitolo Junior Cabernet) LCBO# Description Mitolo Junior Shiraz Mitolo Junior Cabernet Thematic Banner Stand (store entrance) DMS Promotional Turn 2

18 Promotional Signs - Perimeter Component Where to install sign Re-order Code Images Perimeter Banner Asian Girl / Guy with Hat Dimensions: 30 w x 30 h Perimeter Banner What s Your Grape / Guy with beard Dimensions: 30 w x 30 h On the hangers around the periphery of the store. Alternate every other one Marketing & Product Guide - What s Your Grape? 19

19 Promotional Signs - Perimeter Component Where to install sign Re-order Code Images Perimeter Transparency: Square What s Your Grape Dimensions: 28.5 w x 28.5 h Perimeter Transparency: Square Guy with Hat Dimensions: 28.5 w x 28.5 h Perimeter Transparency: Square Asian Girl Dimensions: 28.5 w x 28.5 h All transparency signs are vendor installed between April 28 - May 1, If not installed by end of day May 1, 2013, please contact hellolcbo Promotional Turn 2

20 Promotional Signs - Perimeter Component Where to install sign Re-order Code Images Perimeter Transparency: Square Guy with beard Dimensions: 28.5 w x 28.5 h Perimeter Transparency : Vertical Blonde Girl with Grapes Dimensions: 28 w x 54 h Perimeter Transparency : Vertical Guy with Grapes Dimensions: 28 w x 54 h All transparency signs are vendor installed between April 28 - May 1, If not installed by end of day May 1, 2013, please contact hellolcbo Marketing & Product Guide - What s Your Grape? 21

21 Promotional Signs Perimeter Component Where to install sign Re-order Code Images Perimeter Transparency : Vertical Asian Girl with Grapes Dimensions: 28 w x 54 h Perimeter Transparency : Horizontal What s Your Grape Dimensions: 45.5 w x 28.5 h All transparency signs are vendor installed between April 28 - May 1, If not installed by end of day May 1, 2013, please contact hellolcbo Promotional Turn 2

22 Promotional Signs - Perimeter Component Where to install sign Re-order Code Images Perimeter Transparency : Horizontal Brunette Girl Dimensions: 45.5 w x 28.5 h Perimeter Transparency : Horizontal Guy with Hat Dimensions: 28 w x 54 h All transparency signs are vendor installed between April 28 - May 1, If not installed by end of day May 1, 2013, please contact hellolcbo Marketing & Product Guide - What s Your Grape? 23

23 Promotional Signs - End Aisles Component End Aisle Backer Cards Dimensions: 30 w x 24 h Branded Backer Card Wine Shopping Guide The brochures are to be merchandised on all End Aisles in the wire brochure holders. For more details see page 30. LCBO pocket guide volume 1, issue 1 End Aisle Products Re-order Code 1 Mateus, Kittling Ridge McWilliam's, Jackson-Triggs, Phillippe De Rothschild Wyndham Estate, Piat D'Or, Jackson-Triggs Strewn,14 Hands, JP Chenet / Mouton Cadet, Red House, The Pavillion Peninsula Ridge, Lindemans, Jacob's Creek Peninsula Ridge, Stoneleigh, Chateau Des Charmes Coyotes Run, Graffigna, Folonari Ruffino, Top Bench, Lucky Penny / Marques De Riscal, Pelee Island, Yellow Tail C'Est La Vie, Cent'Are, Peter Lehmann / Mike Weir, Hardys, Lucky Stones Pascual Toso, Spinelli, Red Rock Albert Bichot, Inniskillin, Wolf Blass B&G Cuvee, Shingle Haycutters, 20 Bees / Crush, Santa Rosa, Masi Masianco Masi Campofiorin, Tommasi, Cesari Mara Jacob's Creek, Pelee Island, Movendo Copper Moon, Finca La Linda, Phillippe de Rothschild Oggi Botter, Luccarelli, Big House Pelee Island, Staff, Henry of Pelham Deinhard, G. Marquis, Sandbanks JP Chenet, Cusumano, Fat Bastard Errazuriz Estate, Casa Lapostolle, Santa Alicia Promotional Turn 2

24 Promotional Signs - End Aisles End Aisle Products Re-order Code Generic Cocktail Must-Haves Generic Generic Today s Wine Discovery/ For Whisky Lovers Beer Headquarters/ No-Fuss Cocktails Image Marketing & Product Guide - What s Your Grape? 25

25 Promotional Signs - Pod Program Cross Pod (4 products) Participating stores 1, 5, 10, 15, 17, 21, 23, 31, 38, 41, 44, 55, 57, 65, 74, 148, 149, 171, 185, 187, 191, 195, 198, 200, 217, 221, 226, 233, 249, 252, 253, 269, 288, 298, 300, 326, 329, 344, 346, 351, 355, 359, 361, 367, 373, 378, 381, 383, 386, 390, 392, 394, 397, 401, 407, 412, 416, 427, 428, 437, 438, 443, 444, 457, 459, 470, 481, 485, 490, 491, 497, 511, 522, 523, 528, 534, 536, 542, 545, 551, 556, 566, 569, 575, 580, 584, 587, 605, 609, 619, 623, 624, 627, 630, 632, 634, 641, 643, 694, 698, 699, 700, 703, 706, 776 The pod display is a merchandising program that highlights products in the most favourable and high traffic locations of the top destination stores. The program runs for the full Promotional Turn. POD LCBO# Product Size POD 1 POD 2 POD 3 SPARKLING WINES Jackson-Triggs Methode Cuve Clos Sparklg VQA 750 ml Pelee Island Secco VQA 750 ml Martini & Rossi Asti 750 ml Trapiche Extra Brut Sparkling 750 ml FLAVOURED WINES Sundance Pink Lemonade 750 ml Girls' Night Out Darkberry Duet 1500 ml Passion Pop Pink Sparkling 750 ml Wild Vines Strawberry White Zinfandel AROMATIC WINES 750 ml Cono Sur Bicicleta Viognier 750 ml Konzelmann Canada White VQA 750 ml Uma Coleccion Torrontes 750 ml Louis Jadot Macon Villages Chardonnay 750 ml 26 Promotional Turn 2

26 Promotional Signs - Pod Program Component Where to install sign Re-order Code Images Pod 1 Display Backers V1. Jackson-Triggs Methode Cuve Clos Sparklg VQA V2. Pelee Island Secco VQA V3. Martini & Rossi Asti V4. Trapiche Extra Brut Sparkling Pod 2 Display Backers V5. Sundance Pink Lemonade V6. Girls Night Out Darberry Duet V7. Passion Pop Pink Sparkling V8. Wild Vines Strawberry White Zinfandel Pod 3 Display Backers V9. Cono Sur Bicicleta Viognier V10. Konzelmann Canada White VQA V11. Louis Jadot Macon Villages Chardonnay V12. Uma Coleccion Torrontes POD Riser Wrap 1 version: What s Your Grape? POD Pricer Cards Power Aisle or prominent locations of the store. Wrap around the riser width wise only Sparkling Wines (4 versions) DMS Flavoured Wines (4 versions) DMS Aromatic Wines (4 versions) DMS Marketing & Product Guide - What s Your Grape? 27

27 Promotional Signs - On Shelf Signs Location On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf Signs Message SAVE Shelf Talkers Pre-printed (Limited Time Offer Program) AirMiles Shelf Talkers Pre-printed (Bonus Air Miles Program) NEW Shelf Talkers Pre-printed (New Product Program) More Miles Shelf Talkers Pre-printed (BBAM Program) In The Spotlight Shelf Talkers Pre-printed (IMAGE Program) SAVE Shelf Talkers Pre-printed (Limited Time Offer Program) Air Miles Shelf Talkers Pre-printed (Bonus Air Miles Program) New Shelf Talkers Pre-printed (New Product Program) Component Specifications Re-order # Images 6 w x 3 h English/No Price Price/No Price 6 w x 3 h English/No Price Price/No Price 6 w x 3 h English/No Price Price/No Price 6 w x 3 h 6 w x 3 h English/No Price Price/No Price 6 w x 3 h Bilingual/No Price Price/No Price 6 w x 3 h Bilingual/No Price Price/No Price 6 w x 3 h Bilingual/No Price Price/No Price DMS DMS DMS DMS DMS DMS DMS DMS On Shelf In the Spotlight Shelf Talkers Pre-printed (Image Program) 6 w x 3 h Bilingual/No Price DMS Promotional Turn 2

28 Promotional Signs - On Shelf Signs Location On shelf On shelf On shelf On shelf Cut Cases On shelf On shelf On End Aisles Signs Message Pre-printed (Regular Program - 60 versions) Pre-printed (Community Program - 9 versions) Pre-printed (Discovery Program - 7 versions) Blank Shelf Talkers LCBO stamp (1 version x 50 per bundle) Blank Pricer Cards LCBO stamp (1 version x 30 per bundle) Blank Extender Strips LCBO stamp (1 version x 15 per bundle) Pre-printed Go Green Extender insert - 1 version Pre-printed - Thematic (71 versions) Component Specifications Re-order Images Extender strips DMS x 2.5 Extender strips 12 x 2.5 Extender strips 12 x 2.5 Shelf Talkers Blank - 6 x 3 Pricer Cards Blank - 8 x 7 Extender strips Blank - 12 x 2.5 Extender strips Pre-printed - 12 x 2.5 Shelf Talkers - 6 x 5 QR Codes have been included on the signage for customers wanting to learn more about WINE STYLES by watching our videos. DMS DMS DMS DMS DMS DMS DMS In addition to last year s videos, we have created 4 new videos for: Sparkling Wine, Fortified Wine, Dessert Wine and Rose Wines. Marketing & Product Guide - What s Your Grape? 29

29 Re-Print of the Wine Shopping Guide - End Aisle Brochure Overview To highlight the 5 Ways to Shop for Wine for customers, please merchandise the year-round WINE SHOPPING GUIDE on each End Aisle. It speaks about the 5 easy ways by which customers can shop for wine and specifically provides information about how to shop by VARIETAL and WINE STYLES, our focus for this promotion. Additional questions will be shipped to stores. Key Dates Ship Date: week of April 22, 2013 Start Date: April 29, Participating Stores All stores Merchandising Instructions The brochure will be merchandised on: END AISLES The brochures are to be merchandised on all End Aisles in the wire brochure holders. Replenishment is key and we need your support to ensure that this take-away is available to customers at all times. Please re-stock the take-away throughout the promotion. LCBO pocket guide volume 1, issue 1 30 Promotional Turn 2

30 Reminder - In Section Shelf Talker - How to Scan a Barcode Overview Customers can access product information by scanning the barcode on the bin tag with a Smartphone. To create awareness of barcodes on our bin tags, we ve created a Shelf Talker, that will show them how to access product information, tasting notes or food pairings. Some customers will not know what barcodes are or how to use them. Here is a quick how to : How to scan a barcode 1. For iphone users only (currently). 2. Download the LCBO On the go application from 3. Select find products then select scan barcode. 4. Scan the code. 5. Choose yes, to learn about the New wine styles. Choose no, to receive product information and options such as: Add as a favourite Check store inventory Find more details (like tasting notes and food matches) Merchandising Instructions Please continue to merchandise the Shelf Talkers in-section throughout the store. Marketing & Product Guide - What s Your Grape? 31

31 What s your grape? Period 2 Features 1. Long Weekend Beer FSI 2. Ready-To-Drink Descriptors 3. Brochure: Ready-To-Drink

32 Period 2 Features - Long Weekend Beer FSI Long Weekend Beer FSI Free Standing Insert (FSI) This year we ll be kicking off the start of Beer Season with a May long weekend FSI. This initiative coincides with rising temperatures and with the release of several new beers and ciders. The Beer Category faces major competition, and it s essential that customers are thinking about the LCBO as a beer destination all summer long. It will be a 16- page oversized FSI, featuring 60 beers, ciders, and taster packs many of which are brand new! The FSI will be inserted in the following publications: Guelph Mercury Saturday, May 18, 2013 Hamilton Spectator Saturday, May 18, 2013 Kitchener Waterloo Record Saturday, May 18, 2013 Barrie Advance Thursday, May 16, 2013 Peterborough This Week Friday, May 17, 2013 Oshawa-Whitby This Week Thursday, May 16, 2013 Kawartha Lakes Thursday, May 16, 2013 Bracebridge Examiner Wednesday, May 15, 2013 Huntsville Forester Wednesday, May 15, 2013 Globe and Mail (Ontario ) Saturday, May 18, 2013 Toronto Star Saturday, May 18, 2013 National Post Saturday, May 18, 2013 Ottawa Citizen Saturday, May 18, 2013 Windsor Star Saturday, May 18, 2013 North Bay Nugget Saturday, May 18, 2013 Kingston Whig Standard Saturday, May 18, 2013 London Free Press Saturday, May 18, 2013 Ottawa Sun Saturday, May 18, 2013 Collingwood Enterprise Friday, May 17, 2013 Sudbury Star Saturday, May 18, 2013 Toronto Sun Saturday, May 18, 2013 All stores will receive 10 copies of the FSI for reference. 34 Promotional Turn 2

33 Period 2 Features - Long Weekend Beer FSI Long Weekend Beer FSI FSI Product List LCBO# Description Size (ml) 1107 Bud Light Sleeman Original Draught Steam Whistle Premium Pilsner Beau s Lug Tread Lagered Ale 4 x Sir Perry Berry Rekorderlig Elderflower Cider Corona Extra Miller Genuine Draft Mill Street Original Organic Lager Alexander Keiths Original Cider Somersby Apple Cider Seagram Cider Magners Pear Cider St-Ambroise Summer Taster Pack 6 x Coors Light Wide Mouth 4 x Molson Canadian Wide Mouth 4 x Heineken 6 x St. Peter s G-Free Budweiser 6 x Kronenbourg 1664 Blanc 6 x Hofbraeu Original Lager Samuel Adams Latitude 48 IPA 6 x Siamese Twin Ale Trafalgar Ginger Mead Waterloo Spring Seasonal Collection 6 x St-Ambroise Pale Ale Matilda Belgian Style Ale Sofie Belgian Style Ale Alexander Keith s Cascade Hop Ale Alexander Keith s Hallertauer Hop Ale Somersby Blackberry Cider* Melville s Strawberry Craft Lager 4 x Guinness Black Lager 6 x Molson Canadian Wheat Thornbury Premium Apple Cider Woodchuck Hard Amber Cider 6 x Innis & Gunn Original Un-Paralleled 6 x Seagram Cider Sampler 6 x 473 Marketing & Product Guide - What s Your Grape? 35

34 Period 2 Features - Beer FSI Long Weekend Beer FSI FSI Product List LCBO# Description Size (ml) Foundry Cider Okanagan Summer Craft Pack 6 x Prison Break Pilsner Hockly Moroccan Brown Ale 6 x Cameron s Rye Pale Ale (RPA) Lake Of Bays Rock Cut Lager Sawdust City - Lone Pine IPA Mill Street Spring Sampler 6-pack Molson Canadian Cider* Waterloo IPA Rickard s Shandy Montegomery s Courage Stella Artois Grolsch Premium Lager Guinness Draught 8 x Strongbow Cider Moosehead Lager Magners Original Irish Cider 500 TBD Granville Island Robson St. Hefeweisen* 473 TBD Muskoka Summer Weisse 6 x 355 *Please note that the following products will be communicated as COMING SOON. They will not be available at the time the FSI is released. LCBO# Somersby Blackberry Expected early June LCBO# Molson Cider Expected late June LCBO# TBD - Granville Island Robson St. Hefeweisen Expected early June. 36 Promotional Turn 2

35 Period 2 Features - Ready-To-Drink Descriptors Ready-To-Drink Descriptors Introducing The Ready-To-Drink Flavour Descriptors and Sweetness Indicator Crisp Smooth Bold Customers have told us that shopping Ready-To-Drink s vast selection can be difficult, especially when you have brightly coloured products that do not always taste like what their looks suggest. We have listened, and have developed Ready-To-Drink (RTD) Styles. The new RTD Styles will help customers find the RTD product that suits their preferred taste. As well, customers can gauge the perceived sweetness levels in each product by its sweetness descriptors (Lightly Sweet, Medium Sweet, Sweet and Savoury). The New Bin Tag medium Sweet CriSp & CitruS Sweetness Indicator Palate Impression & Flavour Style Smirnoff ice $ deposit= $9.95 Í=7È1AÎ 4 x 330 ml Bottle What are Ready-To-Drink (RTD) Styles? Like our other style descriptor projects, RTD styles involves two tiers of descriptors - the first term gives describes an overall palate impression, while the second term groups the product into a specific flavour category. How did we arrive at these terms? The portfolio of RTD products was tasted by experts, and detailed tasting notes were written and shared. From the tasting notes we grouped the products based on similar sensory profiles. Marketing & Product Guide - What s Your Grape? 37

36 Period 2 Features - Ready-To-Drink Descriptors Ready-To-Drink Descriptors Palate Impression Crisp On the lighter side, RTDs with a crisp impression come with a tingling sensation that is refreshing and cooling - a great way to quench the heat of a hot summer day. Think of the lively and bracing notes of lemon or lime zest. Bold This impression puts bold flavours forward with intense tropical fruit, or spicy and herbal notes. It can also describe a classic cocktail where the assertive character of quality spirits like rum or whisky comes through on the palate. Smooth Full-flavoured, harmonious and no wrong notes! The impression of smoothness can be achieved with sweet notes like cream, chocolate and vanilla, or through a perfect balance of elements such as sweetness and acidity. These products can make the transition to after-dinner or evening entertaining, and those with more sweetness can accompany dessert. 38 Promotional Turn 2

37 Period 2 Features - Ready-To-Drink Descriptors Ready-To-Drink Descriptors Flavour Category Fruity Berry Citrus Tropical Spicy Creamy Classic Fruity This flavour category puts its best fruit forward! Look for flavours that include peach, black cherry, pomegranate, cranberry and watermelon. This group is also home for sweeter party flavours that can be described as candied or confectionary. You may taste Some examples Serving suggestions Authentic tastes of single or blended fruits Candied fruit flavours LCBO# Skinnygirl White Peach Margarita LCBO# Bacardi Jus - Cran/Pom LCBO# Smirnoff Ice VII Fruit Punch Tall Can Versatile with casual cuisine Afternoon entertaining with finger foods and appetizers Cheese tray Berry The berry category calls up images of baskets overflowing with ripe summer berries. Raspberry, strawberry and blackberry bring a summer vacation mood to casual get-togethers. Look for intriguing combinations of your favorite berry fruits. You may taste Some examples Serving suggestions Flavours of ripe summer berries Berry flavours in combination with citrus and other fruits LCBO# Seagram s Wild Berry The Original LCBO# Smirnoff Raspberry LCBO# Woody s Light Raspberry Versatile with mood or food Serve with appetizers through to simple fruit-based desserts Smoked meats Cheese tray Citrus Think of the crisp, lively notes of oranges, limes and lemons. Citrus flavours are usually accompanied by crisp acidity, making this category cleansing and refreshing on the palate. The acidity is balanced by light to medium sweetness. You may taste Some examples Serving suggestions Lemon Lime Grapefruit LCBO# Smirnoff Ice LCBO# Mike s Hard LCBO# Woody s Pink Grapefruit Patio sipper Afternoon entertaining with finger foods and appetizers Barbecued chicken Marketing & Product Guide - What s Your Grape? 39

38 Period 2 Features - Ready-To-Drink Descriptors Ready-To-Drink Descriptors Fruity Berry Citrus Tropical Spicy Creamy Classic Tropical This category brims with the rich flavours and evocative aromas of tropical fruits and creamy coconut. Mango, papaya and pineapple create a holiday mood, and a sense of the exotic. You may taste Some examples Serving suggestions Mango Pineapple Prickly pear Coconut LCBO# Vex Mango Passion LCBO# Palm Bay Coco Melon Paradise LCBO# Bacardi Breezer Peach Mango Spritzer Patio sipper Evening entertaining with spicy foods and fruit-based appetizers Grilled fish and seafood Spicy The sharp, piquant flavours of a Caesar cocktail or the warming, herbal note of ginger is a natural accompaniment for food. Stimulate the appetite as well as conversation with these exciting flavours. You may taste Some examples Serving suggestions Ginger Basil Caesar cocktail Mint LCBO# Crazy Uncle Basil & Lime Daiquiri LCBO# Crabbies Original Alcoholic Ginger Beer LCBO# Cayman Jack Planters Gingered Pineapple Aperitif to stimulate appetite Serve with spicy foods; a great accompaniment for barbecued foods Grilled meats and seafood Creamy The creamy category leads with richness and mouth-coating texture. These products are full-bodied, with higher levels of sweetness and universally appealing flavours like chocolate, vanilla and caramel. You may taste Some examples Serving suggestions French vanilla Caramel Chocolate Creamy orange LCBO# Seagram s Orange Cream Swirl LCBO# Vodka Mudshake - Caramel LCBO# 5280 Vodka Mudshake Chocolate Serve solo as dessert-in-aglass Serve with chocolate or nutbased desserts An after-dinner treat 40 Promotional Turn 2

39 Period 2 Features - Ready-To-Drink Descriptors Ready-To-Drink Descriptors Fruity Berry Citrus Tropical Spicy Creamy Classic Classic This category describes the time-honoured combinations of flavour that defines the classic cocktail. Balance is everything in a Margarita, with a lively interplay between lime and the herbal notes of agave. Sweet and spicy notes contrast with the sourness of lemon in a whisky and lemonade. You may taste Some examples Serving suggestions Lime and agave (Margarita) Sweet rum and herbal mint (Mojito) Tart cranberry and sweet orange (Cosmopolitan) LCBO# Skinnygirl Margarita LCBO# Highball Collective - Spiced Rum & Cola with Lime LCBO# Jack Daniels & Cola Ultimate convenience for entertaining From casual afternoon patio to sophisticated evening parties Universal appeal - something for everyone Marketing & Product Guide - What s Your Grape? 41

40 Period 2 Features - Brochure: Ready-To-Drink Brochure: Ready-To-Drink Overview We have created the LCBO Brochure : Ready-To-Drink. This book is 6th in the LCBO Brochure series, and will educate our customers on how to buy Ready-To-Drink products based on Ready-To-Drink Styles and Sweetness Indicator. The Brochure will also explain to the customers the new Ready-To-Drink bin ticket in detail. Ship date Week of May 13th Start date Immediately upon receipt Take down Date This is a PERMANENT in-store brochure that MUST be merchandised until further notice. Participating stores 1, 5, 7, 8, 9, 10, 14, 15, 19, 20, 21, 22, 23, 24, 28, 29, 31, 34, 35, 36, 38, 41, 42, 46, 47, 48, 49, 50, 52, 55, 56, 58, 61, 62, 63, 68, 69, 70, 72, 73, 74, 77, 78, 80, 82, 83, 84, 85, 86, 87, 89, 90, 91, 93, 94, 95, 97, 98, 99, 101, 103, 104, 106, 108, 109, 110, 113, 114, 115, 116, 122, 123, 125, 126, 127, 128, 130, 132, 133, 137, 139, 140, 141, 144, 145, 148, 149, 151, 152, 153, 155, 157, 158, 160, 166, 168, 171, 173, 174, 175, 176, 179, 181, 184, 185, 187, 188, 190, 191, 193, 194, 195, 196, 198, 199, 200, 201, 202, 205, 207, 209, 211, 212, 213, 216, 217, 218, 220, 221, 224, 225, 226, 228, 229, 230, 232, 233, 236, 237, 238, 239, 240, 242, 243, 248, 249, 252, 253, 255, 256, 258, 262, 263, 265, 266, 267, 271, 275, 276, 278, 279, 284, 286, 288, 292, 297, 298, 299, 300, 302, 303, 304, 310, 311, 312, 315, 320, 322, 324, 325, 326, 327, 329, 330, 334, 335, 340, 343, 344, 345, 346, 348, 351, 355, 359, 360, 361, 362, 366, 367, 368, 370, 371, 372, 373, 375, 377, 378, 379, 381, 382, 383, 385, 386, 388, 390, 392, 393, 394, 397, 398, 400, 401, 402, 404, 405, 407, 408, 409, 410, 412, 416, 417, 421, 422, 425, 427, 428, 430, 431, 432, 434, 435, 437, 438, 441, 443, 444, 445, 446, 448, 452, 453, 454, 457, 458, 459, 461, 462, 464, 465, 470, 471, 473, 475, 481, 484, 485, 486, 488, 489, 490, 491, 494, 495, 496, 497, 499, 501, 505, 507, 509, 510, 511, 517, 518, 519, 521, 522, 523, 527, 528, 529, 531, 532, 533, 534, 536, 539, 540, 542, 543, 544, 545, 546, 549, 550, 551, 553, 555, 556, 558, 562, 563, 564, 566, 568, 569, 572, 573, 575, 576, 578, 580, 581, 582, 584, 586, 587, 589, 590, 591, 593, 596, 598, 599, 601, 602, 603, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 694, 699, 700, 702, 703, 706, 771, 776 Merchandising Instructions Stores are to merchandise the brochures in-section using the in-section Slat Wall Brochure holder (re-order 60602) in the Ready-To- Drink section. Replenishment is key to the success of this book, and we need your support to ensure that this brochure is available to the customers at all times. Please re-stock the guide. Reorder # Promotional Turn 2

41 Ready-To-Drink Block Pile Program Historically, Ready to Drink products have been promoted with their own dedicated thematic or a shared thematic, but in 2012 this changed. We highlighted the category and kept Ready to Drink (RTD) products fresh in our customers minds, through an extensive program that ran from PT2 to PT7. Because of the success with this approach, we are continuing this approach for An extensive advertising campaign will support this summer long initiative, while our Summer Block Pile Program will continue to highlight Ready to Drink products in-store. Participating Stores Participation is mandatory for the following stores: 1, 5, 7, 8, 9, 10, 14, 15, 19, 20, 21, 22, 23, 24, 28, 29, 31, 34, 35, 36, 38, 41, 42, 46, 47, 48, 49, 50, 52, 55, 56, 58, 61, 62, 63, 68, 69, 70, 72, 73, 74, 77, 78, 80, 82, 83, 84, 85, 86, 87, 89, 90, 91, 93, 94, 95, 97, 98, 99, 101, 103, 104, 106, 108, 109, 110, 113, 114, 115, 116, 122, 123, 125, 126, 127, 128, 130, 132, 133, 137, 139, 140, 141, 144, 145, 148, 149, 151, 152, 153, 155, 157, 158, 160, 166, 168, 171, 173, 174, 175, 176, 179, 181, 184, 185, 187, 188, 190, 191, 193, 194, 195, 196, 198, 199, 200, 201, 202, 205, 207, 209, 211, 212, 213, 216, 217, 218, 220, 221, 224, 225, 226, 228, 229, 230, 232, 233, 236, 237, 238, 239, 240, 242, 243, 248, 249, 252, 253, 255, 256, 258, 262, 263, 265, 266, 267, 271, 275, 276, 278, 279, 284, 286, 288, 292, 297, 298, 299, 300, 302, 303, 304, 310, 311, 312, 315, 320, 322, 324, 325, 326, 327, 329, 330, 334, 335, 340, 343, 344, 345, 346, 348, 351, 355, 359, 360, 361, 362, 366, 367, 368, 370, 371, 372, 373, 375, 377, 378, 379, 381, 382, 383, 385, 386, 388, 390, 392, 393, 394, 397, 398, 400, 401, 402, 404, 405, 407, 408, 409, 410, 412, 416, 417, 421, 422, 425, 427, 428, 430, 431, 432, 434, 435, 437, 438, 441, 443, 444, 445, 446, 448, 452, 453, 454, 457, 458, 459, 461, 462, 464, 465, 470, 471, 473, 475, 481, 484, 485, 486, 488, 489, 490, 491, 494, 495, 496, 497, 499, 501, 505, 507, 509, 510, 511, 517, 518, 519, 521, 522, 523, 527, 528, 529, 531, 532, 533, 534, 536, 539, 540, 542, 543, 544, 545, 546, 549, 550, 551, 553, 555, 556, 558, 562, 563, 564, 566, 568, 569, 572, 573, 575, 576, 578, 580, 581, 582, 584, 586, 587, 589, 590, 591, 593, 596, 598, 599, 601, 602, 603, 605, 609, 616, 617, 618, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 694, 699, 700, 702, 703, 706, 771, 776

42 NEW Riser Wraps - Ready-To-Drink Block Pile Overview - Riser Wraps Central Region stores participating in the summer blockpile program will receive a shipment of risers. The allocation of these risers will be organized by District Managers to ensure that stores within their areas have a sufficient amount of risers to complete the block piles. All other stores have already confirmed that they have a sufficient amount of risers to meet the needs of this program. Risers are to be used when building your blockpiles. Stores should create a platform using the new risers, and build their block piles on top of this platform (please see image). Stores will be provided with a custom riser wrap. Stores are strongly encouraged to use these rolls to wrap their riser platforms. Riser wraps will come in 68 rolls, and each roll will come with (6) 1 Velcro Tabs to use when adhering the wrap to the risers. Participating stores Central Region stores Key Dates Ship date To be determined. Please refer to the weekly SAM Update e-newsletter for up-to-date information. Start date Beginning of PT2 Take down Date End of PT2 Merchandising Instructions Stores should create a platform using the new risers, and build their block piles on top of this platform. Stores will be provided with a custom riser wrap. Riser wraps will come in 68 rolls, and each roll will come with (6) 1 Velcro Tabs to use when adhering the wrap to the risers. Riser Wrap Platfom Riser Wrap 44 Promotional Turn 2

43 Ready-To-Drink Block Pile Program Overview - Block Pile The Ready-To-Drink Block Pile program is back for Last year, products featured on the block pile accounted for $19.3 million in net sales dollars and 413,000 in sales cases. The format for the block pile will continue as last year: Block pile turns will coincide with promotional turns, running from PT2 to PT7. Six products per turn, high volume products may run back to back to simplify inventory management. Staggered end dates to accommodate regional selling seasons. All block pile information will continue to be communicated in subsequent Marketing & Product Guides. New product information, including tasting profiles will be included in the companion Summer Refreshment Staff Guide that will be shipped to stores in April. We would also like to remind all participating stores that our suppliers have bought into this program. Please implement it as any other sold program. The display must be built on time, maintained with sufficient inventory for the entire duration and signed with the approved material. Participating Products LCBO# Description Mott's Clamato Caesar Original 4 Pk-B Palm Bay Ruby Grapefrt Sunrise Spritz 6 Pk-C LCBO# Description Smirnoff Ice 4-Pk-B Bacardi Breezer Trop Orange Smooth Pet 4 Pk-B Rockstar Original WKD Original Vodka Blue Merchandising Instructions Build one block pile with all six of the participating products in a high traffic area of the store. This block pile should not be built in the seasonal discretionary block pile space allocated by Supply Chain. Build it in another high profile location. The block pile should consist of two cases of each product (minimum), stacked seven cases high. Stores will receive a shipment of risers. Stores are strongly encouraged to build Block Pile displays on top of the risers, which will serve as a platform. Do not build too close to other sold space displays (Hero, Pod, etc.). Use Poles and the supplied pole top signs (re-order# ) on the block pile displays. Use the pricer cards (re-order# ) supplied to communicate the price of the products. Use the shelf talkers (re-order# ) provided if the products are also merchandised on-shelf or in the fridge. Marketing & Product Guide - What s Your Grape? 45

44 Ready-To-Drink Block Pile Program If the store does not have enough available floor space for one, six product block pile, build multiple block piles in either a four product/two product configuration or a two product/two product/two product configuration. Block Pile with Riser Wrap, Pole Top Sign, and Shelf Talker. 46 Promotional Turn 2

45 Ready-To-Drink Block Pile Program OR 4 Products / 2 Products Configuration 2 Products / 2 Products / 2 Products Configuration Component Where to install sign Re-order Code Images Pole Top Signs Summer Sold Block Pile Pricer Cards Summer Sold Block Pile Shelf Talkers Summer Sold Block Pile Riser Wraps New compontent - will come in rolls Cut case display On block pile dislay On shelf in section Stores should create a platform using the new risers, and build their block piles on top of this platform. Stores will be provided with a custom riser wrap. Riser wraps will come in 68 rolls, and each roll will come with (6) 1 Velcro Tabs to use when adhering the wrap to the risers Marketing & Product Guide - What s Your Grape? 47

46 Ready-To-Drink Block Pile Program - New Products Summer Assortment All stores may order from the Summer Ready-to-Drink product assortment at the store Manager s discretion. Force Allocations Some stores will be force shipped a selection (7, 17, 27, or 37 SKU s) of the Summer RTD Assortment. See the following pages for participating stores. The products will be in-store by the week of April 15th, Some products with later availability will be released as they arrive. Stores Not Force Allocated The following stores will not be forced any products but are eligible to list additional Ready-to- Drink SKU s over their regular SKU count. Products are selected at the Store Manager s discretion from the list starting on page 52. Store Additional RTD SKU count Store Additional RTD SKU count Store Additional RTD SKU count 48 Promotional Turn 2

47 Ready-To-Drink Block Pile Program - New Products Continued Store Additional RTD SKU count Force Allocation Store Groups Store Additional RTD SKU count Store Additional RTD SKU count The following store groups will be force shipped select amounts of the product outlined in the table starting on page 50. Group 1 7 SKU s 11, 13, 20, 47, 49, 50, 52, 60, 72, 83, 84, 88, 93, 94, 98, 99, 101, 123, 124, 125, 126, 127, 133, 140, 141, 174, 190, 192, 202, 214, 238, 270, 276, 279, 299, 302, 303, 304, 312, 348, 353, 360, 363, 366, 368, 372, 377, 380, 400, 402, 404, 408, 410, 411, 419, 430, 435, 436, 440, 441, 446, 453, 467, 507, 509, 512, 533, 534, 540, 586, 589, 598, 618, 626, 635, 642, 694, 697 Group 2 17 SKU s 3, 17, 18, 19, 26, 27, 28, 30, 32, 34, 42, 44, 46, 53, 54, 55, 56, 59, 61, 62, 68, 77, 85, 86, 107, 109, 110, 113, 130, 135, 144, 146, 149, 155, 156, 160, 163, 166, 169, 178, 179, 181, 183, 186, 193, 194, 199, 200, 205, 207, 210, 218, 221, 243, 249, 252, 260, 265, 266, 268, 269, 271, 297, 310, 311, 324, 331, 362, 370, 373, 382, 383, 388, 389, 392, 397, 398, 403, 416, 418, 425, 429, 431, 443, 450, 456, 458, 462, 465, 475, 481, 484, 485, 505, 513, 522, 527, 529, 530, 532, 537, 539, 550, 553, 559, 564, 584, 591, 593, 602, 603, 624, 638, 700 Marketing & Product Guide - What s Your Grape? 49

48 Ready-To-Drink Block Pile Program - New Products Continued Group 3 27 SKU s 1, 4, 14, 21, 35, 36, 45, 63, 65, 70, 71, 80, 95, 102, 115, 132, 148, 153, 168, 175, 185, 191, 198, 201, 209, 216, 222, 226, 228, 229, 233, 237, 239, 247, 248, 255, 263, 275, 284, 286, 287, 298, 334, 340, 346, 355, 371, 378, 381, 386, 387, 394, 412, 417, 428, 432, 434, 437, 438, 445, 452, 454, 457, 469, 470, 486, 491, 494, 495, 511, 517, 523, 528, 536, 542, 544, 552, 555, 556, 566, 568, 569, 573, 579, 582, 587, 614, 623, 630, 632, 634, 643, 702, 703, 771, 776 Group 4 37 SKU s 5, 10, 15, 22, 23, 29, 31, 38, 40, 57, 58, 97, 106, 145, 154, 167, 171, 187, 195, 196, 217, 227, 242, 244, 288, 300, 313, 325, 326, 329, 344, 351, 359, 361, 367, 385, 390, 407, 427, 444, 459, 490, 497, 499, 501, 518, 545, 549, 575, 590, 599, 601, 605, 616, 617, 619, 631, 641 Ready-to-Drink Force Allocations - New Products LCBO # Product Name Group 1 Group 2 Group 3 Group Palm Bay Coco Melon Paradise 6 Pk-C Mott's Extra Spicy Caesar Cayman Jack Blood Orange & Prickly Pear Vex Mango Passion Bacardi Cranberry Pom Jus 4 Pk-C Smirnoff Ice VII Original Palm Bay Key Lime Cherry Tall Can Bacardi Breezer Lime Spritzer 4 Pk-P Black Fly Rum Mojito 4 Pk-P Cayman Jack Planters Gingered Pineapple Mike's Hard Lemonade 6 Pk-C Skinnygirl Mojito Cayman Jack Toasted Coco Lime Bacardi Red Grapefruit Jus 4 Pk-C Mudshake Caramel 4 Pk-B Betty's Peach Vodka Iced Tea 4 Pk-C Highball Collective Vodka & Soda With Grapefruit Mike's Hard Lemonade 24 Pk-C Frank's Redhot Caesar Salvador's Mojito Cocktail Highball Collective Spiced Rum & Cola With 4 4 Lime Smirnoff Ice VII Fruit Punch Jaw Drop Squeezing Melons Promotional Turn 2

49 Ready-To-Drink Block Pile Program - New Products Continued Ready-to-Drink Force Allocations - New Products - Continued LCBO # Product Name Group 1 Group 2 Group 3 Group Seagram's Black Cherry 80 Calorie Betty's Raspberry Vodka Iced Tea 4 Pk-C Crazy Uncle Spiced Cola Bitters & Mint Julep Mike's Hard Frozen Lemonade Smirnoff Ice VII Watermelon Highball Collective Rye & Ginger With Green Tea Malibu Cocktails Pina Colada Crazy Uncle Basil & Lime Daiquiri Seagram's Blood Orange 80 Calorie Seagram's Lemonade (Non Carbonated) 6 Pk-C Malibu Cocktails Strawberry Punch Mike's Hard Frozen Black Cherry Lemonade Marketing & Product Guide - What s Your Grape? 51

50 Ready-To-Drink Block Pile Program Assortment LCBO# Description Size Container Type Coolers Bacardi Breezer 100 Cal Tropical Orange Smoothie 4 x 330 P.E.T Bacardi Breezer Island Pineapple Pet 4 Pk-B 4 x 330 P.E.T Bacardi Breezer Party Pack 12 x 330 P.E.T Bacardi Breezer Peach Mango Spritzer 4 x 330 P.E.T Bacardi Breezer Pina Colada Pet 4 Pk-B 4 x 330 P.E.T Bacardi Breezer Raspberry Citrus Spritzer 4 x 330 P.E.T Bacardi Breezer Spritzer Lime 4 x 330 P.E.T Bacardi Breezer Strawberry Daquiri Pet 4pk-B 4 x 330 P.E.T Bacardi Breezer Trop Orange Smooth Pet 4 Pk-B 4 x 330 P.E.T Bacardi Breezer Tropical Orange Smoothie 1000 P.E.T Bacardi Jus - Cran/Pom 4 x 355 Can Bacardi Jus - Grapefruit 4 x 355 Can Bacardi Oakheart & Cola 473 Can Bacardi Superior & Cola Tall Can 473 Can Betty's Peach Vodka Iced Tea 4 x 355 Can Betty's Raspberry Vodka Iced Tea 4 x 355 Can Black Fly Long Island Iced Tea 4 x 400 P.E.T Black Fly Mojito 4 x 400 P.E.T Black Fly Tequila Margarita Party Pack 12 Pk-Pet 12 x 400 P.E.T Black Fly Tequila Margarita Pet 4 Pk-B 4 x 400 P.E.T Black Fly Vodka Citrus Mixed Drink 4 x 400 P.E.T Black Fly Vodka Cranberry 4 Pk-Pet 4 x 400 P.E.T Canadian Club & Cola Mixed 473 Can Canadian Club & Cola Mixed 6 Pk-C 6 x 355 Can Canadian Club & Ginger Ale 473 Can Canadian Club & Ginger Ale 6 Pk-C 6 x 355 Can Cayman Jack Blood Orange & Prickly Pear 6 x 355 Can Cayman Jack Planters Gingered Pineapple 6 x 355 Can Cayman Jack Toasted Coco Lime 6 x 355 Can Crabbies Original Alcoholic Ginger Beer 500 Bottle Frank's Red Hot Caesar 4 x 355 Bottle Highball Collective - Rye Ginger Green Tea 4 x 330 Bottle Highball Collective - Spiced Rum & Cola with Lime 4 x 330 Bottle 52 Promotional Turn 2

51 Ready-To-Drink Block Pile Program Assortment Continued LCBO# Description Size Container Type Highball Collective - Vodka Soda Grapefruit 4 x 330 Bottle Island Squeeze Margarita 296 Bag Island Squeeze Pina Colada 296 Bag Jack Daniel's And Cola Tall Can 473 Can Jaw Drop Squeezing Melons 473 Can Jaw Drop Sucking Lemons 473 Can Mike's Frozen Black Cherry Lemonade 296 Bag Mike's Frozen Lemonade 296 Bag Mike's Hard Black Cherry 4 x 330 Bottle Mike's Hard Cranberry Lemonade 4 Pk-B 4 x 330 Bottle Mike's Hard Lemonade 12 Pk-B 12 x 330 Bottle Mike's Hard Lemonade 24 Pk-C 24 x 355 Can Mike's Hard Lemonade 4 Pk-B 4 x 330 Bottle Mike's Hard Lemonade 6 Pk-C 6 x 355 Can Mike's Hard Lime 4 Pk-B 4 x 330 Bottle Mike's Variety Pack B x 330 Bottle Mott's Clamato Caesar Extra Spicy 12 Pk-B 12 x 355 Bottle Mott's Clamato Caesar Extra Spicy 4 Pk-B 4 x 355 Bottle Mott's Clamato Caesar Extra Spicy 6 Pk-C 6 x 341 Can Mott's Clamato Caesar Original 12 Pk-B 12 x 355 Bottle Mott's Clamato Caesar Original 4 Pk-B 4 x 355 Bottle Mott's Clamato Caesar Original 6 Pk-C 6 x 341 Can Mott's Clamato Caesar Original Tall Can 458 Can Mott's Clamato Caesar Spicy Tall Can - Seasonal 458 Can Naked Grape Spritze Sangria 4 Pk-B 4 x 330 Bottle Naked Grape White Wine Spritzer 4 Pk-B 4 x 330 Bottle Palm Bay Coco Melon Paradise 6 Pk-C 6 x 355 Can Palm Bay Key Lime Cherry 6 Pk-C 6 x 355 Can Palm Bay Key Lime Cherry Tall Can 473 Can Palm Bay Pineapple Mand Orange Spritz 6 Pk-C 6 x 355 Can Palm Bay Ruby Grapefrt Sunrise Spritz 6 Pk-C 6 x 355 Can Palm Bay Strawberry Pineapple 6 Pk-C 6 x 355 Can Palm Bay Summer 24 Pk-C 24 x 355 Can Pomtini Vodka & Pomegranate Cooler 4 Pk-B. 4 x 330 Bottle Marketing & Product Guide - What s Your Grape? 53

52 Ready-To-Drink Block Pile Program Assortment Continued LCBO# Description Size Container Type Rev Pet 473 Can Rev Pet 4 Pk-B 4 x 330 P.E.T Rockstar + Vodka Electro Lemonade 473 Can Rockstar Mango Orange 473 Can Rockstar Original 473 Can Seagram Black Cherry 6 x 355 Can Seagram Blood Orange 6 x 355 Can Seagram's Iced Lemon Tea 6 Pk-C 6 x 355 Can Seagram's Iced Lemonade 6 Pk-C 6 x 355 Can Seagram's Orange Cream Swirl 4 Pk-B 4 x 341 Bottle Seagram's Wild Berry The Original 4 Pk-B 4 x 341 Bottle Smirnoff Classic Caesar 4pk-B 4 x 330 Bottle Smirnoff Ice 12 Pk-B 12 x 330 Bottle Smirnoff Ice 1l Pet 1000 P.E.T Smirnoff Ice 24-Pk-B 24 x 330 Bottle Smirnoff Ice 4-Pk-B 4 x 330 Bottle Smirnoff Ice 6 Pk-C 6 x 355 Can Smirnoff Ice Flavours Blubry/Lemonade 4pk-B 4 x 330 Bottle Smirnoff Ice Flavours Cran & Lime 4pk-B 4 x 330 Bottle Smirnoff Ice Flavours Green Apple Spritzer 4pk-B 4 x 330 Bottle Smirnoff Ice Flavours Orange Screwdriver 4 x 330 Bottle Smirnoff Ice Flavours Raspberry Spritzer 4pk-B 4 x 330 Bottle Smirnoff Ice Flavours Variety Pack 12 x 330 Bottle Smirnoff Ice Light 4 Pk-B 4 x 330 Bottle Smirnoff Ice Light Pet 1000 P.E.T Smirnoff Ice Tall Can 473 Can Smirnoff Ice VII Fruit Punch Tall Can 473 Can Smirnoff Ice VII Original Tall Can 473 Can Smirnoff Ice VII Watermelon Tall Can 473 Can Vex Electric Lemonade 6 Pk-B 6 x 330 Bottle Vex Hard Strawberry Pineapple Lemonade 1000 P.E.T Vex Kiwi Mango 6 Pk-B 6 x 330 Bottle Vex Mango Passion 6 Pk-B 6 x 330 Bottle Vex Raspberry Lemonade 6 Pk-B 6 x 330 Bottle 54 Promotional Turn 2

53 Ready-To-Drink Block Pile Program Assortment Continued LCBO# Description Size Container Type Vex Strawberry Smoooothie 6 Pk-B 6 x 330 Bottle VnC Cocktails Margarita 200 P.E.T VnC Cocktails Pacific Mai Tai 200 P.E.T Vodka Mudshake - Caramel 4 x 270 Bottle 4606 Vodka Mudshake - French Vanilla 4 x 270 Bottle 5280 Vodka Mudshake Chocolate 4pk-B 4 x 270 Bottle WKD Original Vodka Blue 4 x 330 Bottle Woody's Cocktails 4 x 275 Bottle Woody's Mexican Lime 4 Pk-B 4 x 330 Bottle Woody's Pink Grapefruit 1000 P.E.T Woody's Pink Grapefruit 4 Pk-B 4 x 330 Bottle One Pour Cocktails Bacardi Classic Mojito 750 Bottle Crazy Uncle Basil & Lime Daiquiri 1000 Bottle Crazy Uncle Spiced Cola Bitters & Mint Julep 1000 Bottle Jose Cuervo Golden Margarita 750 Bottle Malibu Cocktails Pina Colada 1750 Bag Malibu Cocktails Strawberry Daiquiri 1750 Bag Salvador's Mojito Cocktail - Pet 1750 P.E.T Salvador's Original Margarita - Pet 1750 P.E.T Sinsations - Decadent Dark Chocolate Martini 750 Bottle Skinnygirl Margarita 750 Bottle Skinnygirl Mini 200 P.E.T Skinnygirl Mojito 750 Bottle Skinnygirl Sangria 750 Bottle Skinnygirl White Cranberry Cosmo 750 Bottle Skinnygirl White Peach Margarita 750 Bottle Smirnoff Grand Cosmopolitan 750 Bottle Marketing & Product Guide - What s Your Grape? 55

54 25 or Younger? Have Your I.D. Ready (Previously Check 25) 1-Bottle Paper Bag NEW Cash Counter Decal Cash Side Decal Rear Cash Register Sign Front End Merchandiser Sign Window Showcard Cling Vinyl on Entrance Door In-section Hot Button Tent Card POS Screen Music CD Announcement

55 25 or Younger? Have Your I.D. Ready (Previously Check 25) Overview The Check 25 program has evolved by asking customers who are under 25, or appear to be, to have their valid I.D. ready to be checked. LCBO s Check 25 program now features the tagline: 25 or Younger? Have your I.D. Ready. This change aims 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. Participating Stores All Stores Key Dates Recieved: Third week of March 2013 Takedown: Do not remove until further notice Signage Components & Merchandising Instructions 1. 1-Bottle Paper Bag Bilingual Please use bags until depleted and replenish with the regular 1-Bottle bag. These bags are not available for reorder. 2. Cash Counter Decal Bilingual Peel and stick the adhesive Cash Counter Decal to the centre of the top of the Cash Counter. Ensure the message, 25 or Younger? Have your I.D. Ready, is right-side-up to the customers for them to read. Only one decal should be attached per cash counter. Four decals per cash shipped to every store. If the decal begins to peel, apply a new one. 3. Cash Side Decal 17 x 11 Bilingual Peel and adhere the cling to the centre of the side of the cash counter. Each store received 3 decals per cash. Install one per cash. Stores may use the second and third decals as replacement signs in case of loss or damage. Re-order # Re-order # Promotional Turn 2

56 25 or Younger? Have Your I.D. Ready (Previously Check 25) 4. Rear Cash Register Sign Bilingual Affix the four Velcro dots on the back of the sign, in each corner. Please ensure the creative is facing customers. NOTE: Stores 4, 144, 351, 378, 465, 532, 551, 580, 587, 600, 609, 627, 644 did not receive this signage component as it does not fit on the back of their monitors. 5. Front End Merchandiser Sign Bilingual Affix the Velcro dots along the bottom of the front of the sign. Please ensure the creative is facing customers and the back side of the sign is facing the cashier. Install the sign to the cash register turrets or fixture in front of the cash desk. 6. Shopping Cart Sign Bilingual Install the new 25 or Younger? Have your I.D. Ready signage in the frame on the outside of the shopping carts. 7. Poster 13 w x 17 h English-over-French At Store Manager s discretion, display the poster within the customers line of vision as they approach the cash counter. Each kit contains 3 posters. Stores may use the second and third posters as replacement in case of loss or damage. Re-order #DMS Re-order # Re-order #DMS Re-order # Marketing & Product Guide - What s Your Grape? 59

57 25 or Younger? Have Your I.D. Ready (Previously Check 25) 8. Window Showcard 28 x 45 - Bilingual This sign was shipped to stores with three or more window showcard fixtures. Install the sign on every third version as part of the rotation with the current promotional turn s showcards. DO NOT discard or replace this showcard at the end of the promotional turn; it is to stay until further notice. 9. In-section Hot Button English/French At Store Manager s discretion, display the Hot Button signage in sections where customers 25 years of age and younger most frequently shop. Each kit contains 20 pieces. Perpendicular Shelf Talker clips be ordered through Central Supply # (691451) 10. Tent Card - Bilingual Display the 25 or Younger? Have your I.D. Ready Tent Card on the Tasting Bar and/or in the Special Events Kitchens during all in-store tastings and events. Please store the second tent card as a replacement in case of loss or damage. Re-order # Re-order code: Re-order # DMS-CHK The following stores received tent cards: 1, 4, 5, 10, 13, 15, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 31, 34, 35, 36, 37, 38, 40, 41, 44, 47, 50, 55, 57, 58, 60, 62, 64, 65, 69, 79, 82, 83, 93, 95, 97, 101, 102, 106, 115, 125, 130, 132, 140, 143, 144, 145, 148, 149, 153, 154, 156, 163, 164, 167, 168, 171, 175, 179, 182, 185, 187, 191, 195, 198, 200, 201, 202, 207, 209, 210, 212, 217, 218, 221, 226, 227, 228, 229, 233, 237, 243, 244, 248, 249, 250, 252, 253, 255, 260, 263, 265, 268, 269, 270, 278, 286, 287, 288, 298, 300, 310, 311, 324, 325, 326, 327, 329, 334, 343, 344, 346, 351, 353, 355, 359, 360, 361, 363, 367, 371, 373, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 401, 404, 407, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 459, 465, 469, 470, 481, 485, 486, 490, 491, 494, 495, 497, 501, 505, 511, 518, 522, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 559, 564, 566, 569, 572, 573, 575, 579, 580, 586, 587, 589, 590, 601, 602, 605, 609, 614, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 641, 642, 643, 644, 694, 698, 699, 702, 703, 706, 771, Promotional Turn 2

58 25 or Younger? Have Your I.D. Ready (Previously Check 25) 11. Entrance Cling Vinyl 18 x 24 English and French (2 versions) Details will follow in the weekly Sales and Marketing updates that are sent every Tuesday morning. An English and a French version of the sign will be shipped to all stores; both signs must be installed. Peel and adhere one sign on the top glass window panel on the set of windows without the store hours sign at the store s entrance. Do not remove the store hours sign. On the lower glass window panel of same set of windows, peel and adhere the other sign directly below the installed sign. Each kit contains 3 sets of English and French signs. For stores with more than one entrance, please install one set per entrance. Stores may use the second and third signs as replacement in case of loss or damage. Please contact hellolcbo for solutions, if the signs do not fit on the windows or if your store does not have glass windows at the entrance. As well, other initiatives have been taken to communicate this new message, including: POS screens displaying the 25 or Younger? Have your I.D. Ready message as part of the existing rotation 15-second 25 or Younger? Have your I.D. Ready announcements integrated into the rotation of the music CD Re-order code English: Re-order code French: Marketing & Product Guide - What s Your Grape? 61

59 Mini Thematic Gin Participating Stores 1, 4, 5, 6, 11, 14, 15, 17, 18, 19, 21, 22, 23, 25, 26, 27, 31, 34, 35, 36, 38, 40, 41, 44, 50, 55, 57, 59, 60, 62, 63, 64, 65, 68, 72, 79, 80, 83, 90, 95, 97, 102, 106, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 168, 171, 175, 179, 182, 185, 187, 188, 190, 191, 192, 195, 196, 198, 200, 201, 207, 209, 210, 212, 214, 217, 218, 221, 226, 228, 233, 234, 237, 242, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 287, 288, 295, 298, 300, 311, 320, 324, 325, 326, 329, 334, 340, 343, 344, 346, 351, 353, 355, 359, 360, 361, 362, 366, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 401, 402, 404, 407, 408, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 456, 457, 459, 465, 470, 481, 486, 490, 491, 494, 495, 497, 499, 501, 505, 511, 518, 521, 522, 523, 528, 532, 534, 536, 540, 542, 544, 545, 546, 549, 551, 553, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 593, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 641, 643, 644, 694, 698, 699, 700, 702, 703, 706, 771, 776

60 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. Fixture Components Category Sign Holder Brochure Holder SKU Count Min. 6, Max. 12 Stores are recommended to feature all skus but a minimum of 6 brands must be featured. Products are not force-allocated. The 1-in-1-out rule does not apply on the Promotional Fixture. The mini-thematic brochures feature 8 12 brands (which vary by thematic). To support the sales and marketing strategy, it is recommended to feature all SKUs participating in the program. Signage Components Category Sign (long or short) Shelf Talkers Occasional Customer Takeaway Location Refer to your store floor plan Special Instructions Merchandise products by like size and colour to create an impactful display. If bringing in all participating products is not conducive to your individual store, the following guidelines must be met: The Promotional Fixture must be fully merchandised at all times. This may mean increasing the number of cases per SKU or increasing the number of SKUs brought in for the promotion. A minimum of 6 brands must be featured to ensure a healthy looking display that is ready-for-business. Featured products are not force-allocated. If a featured product is currently carried by your store, additional stock is to be ordered to support the secondary display space on the Promotional Fixture. If a store is bringing in a featured product to support the Promotional Fixture Program, the 1-in/1-out rule does not apply during the promotional period. If a store decides to list a featured product AFTER the promotional period has concluded, the 1-in/1-out rule does apply. 64 Promotional Turn 2

61 Mini Thematic Promotional Fixture Overview A favourite among bartenders, gin is the perfect summer cocktail spirit. So versatile and with different blends of botanicals, each gin brand has it s own signature flavour that is perfect for classic cocktails as well as hot new mixed drinks. To support this mini thematic, we re featuring 12 summer cocktails in a recipe book/ brochure that will be available in-store and in community papers the first week of May. We re also running ads in Toronto and Ottawa urban newspapers the first week of May. Key Dates Install: April 28, 2013 Takedown: May 26, 2013 Merchandising Instructions Promotional Fixture Insert Gin Cocktails* category sign into sign band on fixture. Install the pre-printed product shelf talkers in front of the participating products on the promo fixture and in-section. Merchandise recipe book/brochure in the designated wire baskets on the promo fixture. Please re-stock the brochure throughout the promotion to maintain a full display. NOTE: The Category Sign for this fixture is subject to change from Gin Cocktails to alternative copy. Participating Products LCBO Description Size (ml) Hendrick s Gin Broker s Premium London Dry Gin Beefeater Dry Bombay Sapphire London Dry 1, No. 3 London Dry Gin Tanqueray Dry Gin Gordons Gin 1, Bulldog Gin Plymouth English Gin Bruichladdich The Botanist Islay Dry Gin Victoria Gin Sipsmith London Dry Gin 700 Marketing & Product Guide - What s Your Grape? 65

62 Mini Thematic Promotional Fixture Components Component Where to install sign Re-order Code Images Promo Fixture Sign - Short Dimensions: 28 w x 6 3/8 h Promo Fixture Sign - Long Dimensions: 43 w x 6 3/8 h Promo Fixture Shelf Talker (12versions) x2 sets Dimensions: 6 w x 3 h Recipe Book/Brochure English Promotional Fixture Promo fixture and in-section in front of participating products DMS No image No image No image No image 66 Promotional Turn 2

63 Front End Merchandiser Participating stores 1, 4, 5, 10, 11, 12, 14, 17, 18, 19, 20, 21, 23, 24, 26, 31, 35, 36, 38, 41, 50, 55, 58, 59, 63, 64, 65, 68, 70, 79, 80, 82, 86, 90, 93, 95, 97, 101, 102, 106, 115, 130, 140, 143, 148, 149, 153, 154, 156, 164, 165, 185, 186, 188, 190, 192, 195, 198, 200, 201, 207, 209, 210, 216, 217, 218, 221, 226, 228, 233, 234, 243, 248, 249, 252, 253, 263, 270, 278, 288, 295, 298, 300, 311, 312, 321, 325, 326, 334, 343, 344, 346, 351, 353, 359, 360, 362, 366, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 392, 397, 400, 401, 404, 415, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 456, 457, 459, 465, 481, 485, 486, 490, 491, 494, 495, 501, 521, 522, 523, 528, 533, 540, 542, 544, 545, 549, 551, 555, 556, 563, 564, 572, 573, 580, 587, 590, 593, 605, 609, 617, 624, 627, 629, 630, 631, 632, 641, 643, 694, 699

64 Front End Merchandiser Overview The new 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 participating is mandatory. Signage will be shipped to participating stores each Period. Participating Product LCBO# Brand Size (ml) Retail Bodacious Smooth Red Bodacious Smooth White Merchandising Instructions For Period 2, the Sold Space program will feature Bodacious Smooth Red and Bodacious Smooth White. 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 2 featured products should be waterfalled on 3 shelves). The top shelf is used to display the box sign provided. Signage Components Pre-Printed Shelf Talker Box Sign Re-Order# for kit is DMS Box Sign Shelf Talker Shelf Talker 68 Promotional Turn 2

65 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 DOES NOT CHANGE PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) Above example is based on Type 3. Staff Picks Basket Staff Picks Basket Marketing & Product Guide - What s Your Grape? 69

66 Front End Merchandiser Use the charts below to select the Core 200mL assortment that matches your store s PPG: Beer and Chasers Smirnoff Vodka (P.E.T.) Wiser's De Luxe Whisky Bacardi Superior Rum Alberta Premium Grand Marnier Liqueur Big Brands Smirnoff Vodka (P.E.T.) Wiser's De Luxe Whisky Walker's Special Old Whisky Fireball Whisky Fireball Whisky Baileys Irish Cream Liqueur Iceberg Vodka Crown Royal Whisky Canadian Club Premium Whisky Polar Ice Vodka Iceberg Vodka Baileys Irish Cream Liqueur Canadian Club Premium Whisky Mainstream Spirits Smirnoff Vodka (P.E.T.) Iceberg Vodka Baileys Irish Cream Liqueur Canadian Club Premium Whisky Bacardi Superior Rum Premium Destination Smirnoff Vodka (P.E.T.) Absolut Vodka St. Remy Brandy Canadian Club Premium Whisky Polar Ice Vodka Fireball Whisky Wiser's De Luxe Whisky Walker s Special Old Crown Royal Whisky Iceberg Vodka Polar Ice Vodka Baileys Irish Cream Liqueur Grand Marnier Liqueur Bacardi Superior Rum St. Remy Brandy Bacardi Superior Rum Grant's Family Reserve Scotch Whiskey 70 Promotional Turn 2

67 Front End Merchandiser Cool Convenience Smirnoff Vodka (P.E.T.) Baileys Irish Cream Liqueur Wiser's De Luxe Whisky Bacardi Superior Rum Kalhua Coffee Flavoured Liqueur Global Roots Smirnoff Vodka (P.E.T.) St Remy Brandy Canadian Club Premium Whisky Bacardi Superior Rum Appleton Estate V/X Rum Fireball Whisky Iceberg Vodka Polar Ice Vodka Grand Marnier Liqueur Crown Royal Whisky Iceberg Vodka Absolut Vodka Grant's Family Reserve Scotch Whiskey Polar Ice Vodka Wiser's De Luxe Whisky Upspend Mainstream Smirnoff Vodka (P.E.T.) Baileys Irish Cream Liqueur Polar Ice Vodka Absolut Vodka Fireball Whisky Iceberg Vodka Canadian Club Premium Whisky Bacardi Superior Rum St. Remy Brandy Grand Marnier Liqueur Marketing & Product Guide - What s Your Grape? 71

68 PINK GOES WITH SPRING PINK GOES WITH SPRING Seasonal Rosé Program Overview The Seasonal Rosé Program continues to be a huge success, generating over $5.0M in net sales last year. This year s Rosé program has a large number of new and exciting rosé wines from around the world. Customers will have the opportunity to try rosés throughout the season, as the program will run from March to October. The participating products are not to be merchandised on shelf and the 1-in/1-out rule will not apply. They will also be excluded from actual SKU count on stores Flash report and should not be included on the Backroom Tracker. Stores will start receiving the rosé forces by early March.

69 Seasonal Rosé Program Participating Stores 1, 3, 4, 5, 6, 7, 8, 9, 10, 14, 15, 17, 18, 19, 20, 21, 22, 23, 24, 26, 27, 28, 31, 32, 34, 35, 36, 37, 38, 40, 41, 42, 44, 45, 47, 48, 49, 50, 55, 56, 57, 58, 60, 61, 62, 63, 64, 65, 68, 69, 70, 71, 72, 74, 77, 78, 79, 80, 81, 82, 83, 84, 85, 86, 87, 90, 91, 93, 94, 95, 97, 98, 99, 101, 102, 103, 106, 109, 110, 112, 113, 115, 119, 122, 123, 124, 125, 128, 130, 132, 135, 136, 137, 139, 140, 141, 143, 144, 145, 148, 149, 152, 153, 154, 155, 156, 158, 160, 164, 165, 166, 167, 168, 169, 171, 174, 178, 179, 181, 182, 185, 186, 187, 188, 190, 191, 192, 193, 195, 196, 197, 198, 199, 200, 201, 202, 207, 208, 209, 210, 211, 212, 214, 216, 217, 218, 219, 220, 221, 222, 223, 224, 225, 226, 227, 228, 229, 230, 231, 232, 233, 234, 236, 237, 238, 242, 243, 244, 247, 248, 249, 250, 251, 252, 253, 259, 260, 261, 263, 265, 266, 268, 269, 270, 278, 279, 281, 286, 287, 288, 294, 295, 298, 299, 300, 301, 306, 310, 311, 312, 314, 318, 320, 321, 323, 324, 325, 326, 327, 329, 334, 335, 340, 343, 344, 346, 348, 349, 351, 353, 355, 359, 360, 361, 362, 364, 366, 367, 368, 370, 371, 372, 373, 378, 380, 381, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 395, 397, 398, 399, 400, 401, 402, 403, 404, 407, 408, 412, 414, 415, 416, 417, 423, 425, 426, 427, 428, 430, 431, 432, 434, 437, 438, 441, 443, 444, 445, 446, 449, 452, 453, 456, 457, 459, 461, 462, 465, 467, 468, 469, 470, 473, 474, 475, 481, 483, 484, 486, 489, 490, 491, 492, 494, 495, 496, 497, 499, 501, 502, 504, 505, 509, 511, 516, 517, 518, 521, 522, 523, 528, 532, 534, 536, 539, 540, 542, 544, 545, 546, 549, 550, 551, 552, 553, 555, 556, 557, 559, 560, 563, 564, 566, 568, 569, 572, 573, 575, 578, 579, 580, 581, 584, 586, 587, 589, 590, 593, 601, 602, 605, 609, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 644, 677, 694, 698, 699, 700, 702, 703, 706, 771, 776 Please maintain the same display from PT13 until PT3. Re-order Codes Promo Table #1 - DMS Shelf Talkers - DMS Merchandising Instructions Shelf Talkers Promo Table Gift Centre Stores participating in the Rosé Program should merchandise products (minimum of 3 facings each) on the Gift Centre. Install pre-printed Shelf Talkers in front of participating products. Promo Table #1 Stores with Promo Table #1 will feature 8 of the participating Rosés on the fixture. Install the Promo Table Sign in the wooden holder and install pre-printed Shelf Talkers in front of participating products. 74 Promotional Turn 2

70 Seasonal Rosé Program Participating Products LCBO# Description Retail Price Size (ml) Jacob's Creek Shiraz Rosé $ Folonari Pink Pinot Grigio $ Two Oceans Shiraz Rosé $ Fuzion Shiraz Rose $ Santa Carolina Cabernet Sauvignon Rosé $ Hardys Chronicles Twice Lost Rosé $ Barefoot White Zinfandel $ House Wine Co. Chardonnay Merlot $ Villa Maria Private Bin East Coast Rosé $ Hardys Chronicles Twice Lost Rosé $ Barefoot White Zinfandel $ House Wine Co. Chardonnay Merlot $ Villa Maria Private Bin East Coast Rosé $ Stoneleigh Marlborough Pinot Noir Rosé $ The Beachhouse Rosé $ Campo Viejo Tempranillo Rosé $ Terres de Saint Louis Rosé - AOC Varois en Provenc $ Flourish Rose VQA $ Sandbanks Rosé $ Union Rosé $ Mythqiue AOP Languedoc Rosé $ Bieler Pere Ef Fils Sabine Rosé $ L'Orangeraie, Rosé, Pay d'oc $ Montes Cherub Rosé $ Butterfly Kiss Pink Pinot Grigio $ Lindeman's Early Harvest Rosé $ Cono Sur Pinot Noir Rosé $ Callia Shiraz Rosé $ Menage A Trois Rosé $ Segura Viudas Brut Rosé $ Tommasi Bardolino Chiaretto DOC Rosé $ *Prices subject to change without notice. Marketing & Product Guide - What s Your Grape? 75

71 Seasonal Rosé Program Participating Products - Continued LCBO# Description Retail Price Size (ml) Fumees Blanches Rosé $ Chateau de Fontlade Cuvee Saint Qvinis Rosé $ Patio 9 Pink $ Peninsula Ridge Top Bench Rosé $ Rene Barbier Mediterranean Rosé $ Masi Modello delle Venezie Rosato $ Perrin La Vieille Ferme Rosé $ *Prices subject to change without notice. Sub-Category Sign (Wine Fridge) From P2 to P6, stores should use assigned space within their Wine Fridges to merchandise up to 12 Rosé products. Merchandise the Sub-Category sign using a Shelf Talker clip. Basket Sign For select stores with discretionary space, please merchandise 1 to 2 baskets at the cash desks to optimize sales during Rosés peak sales season. TSA (Transit Shelter Ads) We will be promoting the Rose program through different media channels. For the Spring season, Transit Shelter Ads will advertise within the Toronto area. Dates in Market April 27 June 2 76 Promotional Turn 2

72 Seasonal & New Product Fixture Program Stay tuned for details to come within the SAM newsletter updates.

73 Wine Fridge Participating Stores No change from last period This is a Sold Program and participation is mandatory. Participating products have paid for premium shelf positioning. Stores must bring in participating products for display in the wine fridge. Group A Stores 1, 5, 6, 10, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 242, 243, 248, 253, 265, 269, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 388, 390, 393, 394, 398, 407, 412, 417, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 470, 481, 486, 494, 495, 497, 499, 505, 511, 528, 534, 536, 542, 544, 545, 555, 556, 566, 568, 572, 573, 580, 587, 590, 619, 623, 624, 627, 630, 631, 632, 641, 702, 703, 776 Group B Stores 14, 22, 23, 24, 26, 27, 34, 35, 41, 44, 45, 50, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 77, 79, 80, 82, 86, 93, 95, 97, 101, 102, 106, 115, 125, 132, 144, 145, 153, 154, 155, 168, 175, 179, 183, 187, 188, 190, 191, 192, 200, 201, 202, 209, 210, 211, 216, 218, 221, 229, 233, 234, 237, 244, 249, 252, 255, 263, 268, 287, 300, 310, 312, 321, 325, 333, 340, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 383, 386, 387, 392, 397, 400, 401, 402, 403, 404, 406, 415, 416, 427, 436, 456, 458, 459, 465, 484, 485, 490, 491, 501, 518, 521, 522, 532, 533, 540, 546, 549, 553, 559, 564, 569, 571, 575, 579, 584, 586, 593, 599, 601, 602, 614, 616, 617, 629, 634, 635, 638, 642, 643, 644, 694, 698, 699, 700 Group C Stores 2, 3, 7, 8, 9, 11, 12, 13, 16, 17, 32, 37, 39, 47, 48, 49, 73, 74, 84, 85, 90, 99, 130, 139, 165, 167, 186, 199, 221, 223, 227, 229, 250, 278, 279, 298, 324, 345, 366, 389, 408, 411, 420, 426, 454, 461, 467, 469, 483, 515, 523, 537, 538, 539, 547, 551, 552, 563, 589, 598, 605, 609, 618, 639, 677, 771

74 Wine Fridge Turn 3 - (PT11 - PT2) No change from last period Overview The Wine Fridge Sold Space program was initiated in PT2, 2012 to support the business plan for Wines and grow wine sales. Space in wine fridges in A & B stores is allotted to participating skus. This provides customers with a consistent assortment of white, rose and sparkling wines in the fridges and ensures that paid products get premium shelf positioning. Program Highlights & Implementation Participating stores have been divided into (3) groups based on sales and available wine fridge fixtures. The selection will change 3 times in the year. Participating products that have paid for the program must be showcased in the fridge with premium shelf positioning. Participating products that are on the SAVE (formerly LTO) or BAM programs must also have signage in the fridge and Available Chilled signage on shelf in front of the featured brands. Stores that do not list participating SKUs must bring in inventory for the fridge for the duration of the program. The product does not need to be displayed on shelf. The 1-in-1 out rule does not apply for products brought in for display in the wine fridge only. NOTE: Please note that PT2 is the last period for this group of products and stores. Stay tuned for communication on the expanded Wine Fridge Program which will be effective PT3, For product and Planoguide questions please call: Ann Patel Product Manager New World Wines Astrid Brummer Product Manager Ontario Wines Bobby Panchu Product Manager European Wines Promotional Turn 2

75 Wine Fridge Turn 3 - (PT11 - PT2) No change from last period Group A: There are 20 paid spots for this group of stores 1, 5, 6, 10, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 242, 243, 248, 253, 265, 269, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 388, 390, 393, 394, 398, 407, 412, 417, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 470, 481, 486, 494, 495, 497, 499, 505, 511, 528, 534, 536, 542, 544, 545, 555, 556, 566, 568, 572, 573, 580, 587, 590, 619, 623, 624, 627, 630, 631, 632, 641, 702, 703, 776 Participating Products Group A LCBO# Description Varietal Size (ml) Bottega Vino Dei Poeti Prosecco Doc Prosecco Zonin Prosecco Brut 1821 Doc Prosecco Cono Sur Sparkling Brut Nv Sparkling Barefoot Bubbly Pinot Grigio. Sparkling Bottega Petalo Il Vino Dell' Amore Moscato Sparkling Bottega Rose Vino Dei Poeti Sparkling Sparkling Rose Yellow Tail Bubbles Rose. Sparkling Rose Gallo Family Vineyrds White Zinfandel Rose Farnese Chardonnay Chardonnay Stoneleigh Marlborough Chardonnay Chardonnay Santa Rita Reserva Chardonnay Chardonnay Concilio Pinot Grigio Pinot Grigio Yellow Tail Pinot Grigio Pinot Grigio Graffigna Centenario Pinot Grigio Reserve Pinot Grigio Big House The Birdman Pinot Grigio Pinot Grigio Ciao Bianco Pinot Grigio Carton Pinot Grigio Zenato Soave Doc Classico Soave Alianca Vinho Verde White Blend Bear Flag Soft White Blend White Blend Mcwilliam's Handwood Estate Moscato Moscato 750 Marketing & Product Guide - What s Your Grape? 81

76 Wine Fridge Turn 3 - (PT11 - PT2) No change from last period Group B: There are 19 paid spots for this group of stores 4, 14, 22, 23, 24, 26, 27, 34, 35, 44, 45, 50, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 77, 79, 80, 82, 86, 93, 95, 97, 101, 102, 106, 115, 125, 132, 144, 145, 153, 154, 155, 168, 175, 179, 183, 187, 188, 190, 191, 192, 200, 201, 202, 209, 210, 211, 216, 218, 233, 234, 237, 244, 249, 252, 255, 263, 268, 287, 300, 310, 312, 321, 325, 333, 340, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 383, 386, 387, 392, 397, 400, 401, 402, 403, 404, 406, 415, 416, 427, 436, 456, 458, 459, 465, 484, 485, 490, 491, 501, 518, 521, 522, 532, 533, 540, 546, 549, 553, 559, 564, 569, 571, 575, 579, 584, 586, 593, 599, 601, 602, 614, 616, 617, 629, 634, 635, 638, 642, 643, 644, 694, 698, 700 Participating Products Group B LCBO# Description Varietal Size (ml) Zonin Prosecco Brut 1821 Doc Prosecco Il Prosecco Prosecco Collavini Prosecco Prosecco Jacob's Creek Chardonnay Pinot Noir Sparkling Sparkling Henkell Rose Sparkling Sterling Vintner's Chardonnay Chardonnay Mike Weir Chardonnay VQA Chardonnay Yellow Tail Chardonnay Chardonnay Montalto Pinot Grigio Igt Sicily Pinot Grigio Danzante Pinot Grigio Delle Venezie Igt Pinot Grigio Barefoot Pinot Grigio Pinot Grigio Brumont Gros Manseng Sauvignon Sauvignon Blanc Brancott Letter Series B Sauvignon Blanc Sauvignon Blanc Cono Sur Tocornal Sauvignon Blanc Sauvignon Blanc Jacob's Creek Reserve Riesling Riesling Bear Flag Soft White Blend White Blend Jacob's Creek Moscato Moscato Ogier Cotes Du Ventoux Rose Rose Wild Vines Strawberry White Zinfandel Flavoured Wine Promotional Turn 2

77 Wine Fridge Turn 3 - (PT11 - PT2) No change from last period Group C: There are 5 paid spots for this group of stores 2, 3, 7, 8, 9, 11, 12, 13, 16, 17, 32, 37, 39, 47, 48, 49, 73, 74, 84, 85, 90, 99, 130, 139, 165, 167, 186, 199, 221, 223, 227, 229, 250, 278, 279, 298, 324, 345, 366, 389, 408, 411, 420, 426, 454, 461, 467, 469, 483, 515, 523, 537, 538, 539, 547, 551, 552, 563, 589, 598, 605, 609, 618, 639, 677, 771 Participating Products Group C LCBO# Description Varietal Size (ml) Champagne Victoire Brut Prestige Champagne Kir Royal Sparkling Yellow Tail Bubbles Rose. Sparkling Rose Placido Pinot Grigio Delle Venezie Igt Pinot Grigio Gray Fox Chardonnay Chardonnay 1500 Merchandising We recommend that products are positioned as they are listed; by varietal/wine category to make it easier for your customers to shop. Each paid product should accommodate a minimum of 1 case with 3 facings. Please ensure all products have good shelf clearance. Use next best shelf if required. The balance of the wine fridge space can be used at the store s discretion. We recommend you merchandise wines from the following product categories in the discretionary spaced and group these products together based on product category. Champagne Sparkling Wines Ontario Wines Ontario Wines Superstars (White or Rosé) Vintages Superstar (White or Rosé) Vintages Release Ontario VQA Rosé Wines Rosé Wines Premium White Wines C & D stores are not part of the paid program. However, it is recommended that they merchandise the paid products in the wine fridge as well, as space permits. Marketing & Product Guide - What s Your Grape? 83

78 Wine Fridge Turn 3 - (PT11 - PT2) No change from last period Signage Components & Merchandising Instructions For complete details pertaining to the Wine Fridge Sold Space Program, refer to the Wine Fridge Sold Space Program guide and or on the LCBO Portal under Sales & Marketing home in the side bar menu titled SAM Program Updates. 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. Re-Ordering Hot Buttons Bilingual DMS Bilingual DMS Wine Fridge Sold Space In-Section Hot Button Available Chilled! English/French (1 version: 22 pieces/bundle) DMS Wine Fridge Sold Space Hot Buttons English/French (5 versions/bundle) DMS Food Friendly, Chilled! Take me Home, Great Party Wines, Great with Chicken, Great with Seafood. 84 Promotional Turn 2

79 Special Promotions Fixtures Re-order #bam001 (Bilingual) Participating Stores Re-order #BAM002 (Bilingual) Re-order # Re-order # , 17, 21, 22, 23, 31, 34, 35, 38, 41, 44, 55, 57, 65, 102, 106, 115, 132, 145, 148, 149, 168, 171, 185, 187, 191, 195, 198, 200, 212, 221, 226, 233, 243, 252, 253, 288, 298, 300, 325, 326, 329, 334, 344, 346, 351, 355, 359, 360, 361, 367, 378, 381, 383, 390, 392, 393, 394, 397, 398, 401, 407, 412, 416, 427, 437, 438, 443, 445, 452, 457, 459, 470, 481, 490, 491, 497, 511, 522, 523, 528, 536, 542, 544, 545, 546, 551, 555, 566, 569, 575, 579, 580, 584, 587, 590, 601, 605, 609, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 641, 643, 694, 698, 699, 700, 702, 703, 706

80 Special Promotions Fixtures Previously Mixed Drink Fixture 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 Re-order # Posters - 22 x 39.5 (English over Bilingual) Drum Signs - 48 x 6 3/8 (English over Bilingual) Roll of blue Bin Ticket Strip (REUSE EXISTING BLUE STRIP) Fixture #2 Shari s Pick- Pretty And Pink! Key Dates Install: April 28, 2013 Takedown: May 26, 2013 Participating Products LCBO# Description Size (ml) Henkell Rosé 750mL Components Description Pretty and Pink! Pretty and Pink! Component BAM001 BAM002 BAM003 Special Promotions Fixture: Poster 22 x Special Promotions Fixture: Drum Sign 48 x Merchandising Instructions Pretty and Pink! - Drum Sign Pretty and Pink! - Poster Install the poster and drum sign. Order enough inventory of featured product to maintain the display through PT2. 86 Promotional Turn 2

81 Exterior Springer Sign 25 or Younger? Have your I.D. Ready Exterior Springer Sign

82 Exterior Springer Sign Key Dates Keep existing signage until further notice. Please replace only if sign is damaged or missing. Participating Stores All Stores. Components and Re-ordering 25 or Younger? Exterior Springer Sign (English/French) Re-order# Merchandising Instructions Continue to display the new 25 or Younger? Have your I.D. ready sign recieved in PT1. Stores with an LCBO owned parking lot will receive two signs. One sign is for the entrance of the parking lot or store manager s discretion; the other one is to be placed near the store entrance. All remaining stores will receive one sign to be placed near the entrance. NOTE: Please ensure the sign placement does not pose a potential health and safety risk. Exterior Springer Sign 88 Promotional Turn 2

83 Shopping Cart Signs Please ensure the PT2 Shopping Cart Frame Signs are installed by the start of the Promotion. Participation is mandatory for the following designated stores. Participating Stores 1, 4, 5, 10, 15, 17, 21, 22, 23, 24, 26, 31, 34, 35, 36, 38, 39, 41, 44, 45, 48, 55, 57, 58, 59, 61, 62, 64, 65, 70, 71, 74, 77, 79, 82, 83, 84, 93, 95, 101, 102, 106, 115, 125, 130, 132, 140, 144, 145, 148, 154, 156, 163, 164, 166, 167, 168, 171, 185, 187, 190, 191, 195, 198, 207, 210, 211, 212, 214, 216, 217, 218, 221, 226, 229, 233, 234, 237, 243, 244, 252, 253, 260, 265, 270, 286, 287, 288, 300, 311, 312, 325, 326, 329, 340, 344, 345, 346, 351, 353, 355, 359, 360, 361, 365, 367, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 399, 401, 407, 412, 417, 432, 437, 438, 443, 444, 445, 446, 454, 456, 459, 465, 467, 481, 486, 490, 491, 495, 497, 499, 502, 507, 511, 518, 521, 522, 523, 534, 536, 540, 542, 544, 546, 549, 551, 555, 556, 559, 566, 569, 572, 573, 575, 579, 580, 587, 590, 593, 601, 602, 605, 609, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 641, 643, 644, 694, 698, 699, 702, 703, 706, 771, 776

84 Shopping Cart Signs Overview The inside of the shopping cart should always feature the Sold Supplier Program and the outside is always reserved for Social Responsibility messaging. The Social Responsibility sign is bilingual. The supplier sign is English only. Signs are to be installed by the start of the promotion. Participating Product Thematic Sign (Sold to the Trade) Install the Mouton Cadet Thematic sign on the inside the frame of the Shopping Carts. Re-order DMS Install: April 28, 2013 Takedown: May 26, 2013 Social Responsibility Sign (Continue to use P1 25 or Younger? Have your I.D. Ready ) Keep 25 or Younger? Have your I.D. Ready (Social Responsibility Sign) in the frame on the outside of the Shopping Carts. Re-order DMS Takedown: Keep existing signage until further notice. Merchandising Instructions Thematic Sign Social Responsibility Sign Remove the PT1 Molson Canadian Wheat signs and recycle. Install the new PT2 Mouton Cadet sign on the inside of the frames of the cart. Keep the PT1 25 or Younger? Have your I.D. Ready sign on the outside the frames of the cart. 90 Promotional Turn 2

85 Ontario Wine Programs Ontario Wine Superstars Popular Pick golocal FSI Fixture No change from last period

86 Ontario Wine Superstars Program Overview This is a sold space program and participation is mandatory. The Ontario Wine Superstars Program is updated every promotional period. Each turn, two high volume Ontario VQA products (a red and a white) are featured. Stores must order products required (minimum of three cases per SKU). Key Dates Install: April 28, 2013 Takedown: May 26, 2013 Participating Products LCBO# Description Size (ml) Château Des Charmes Aligote 2010 VQA Pelee Island Lighthouse Merlot VQA 750 GROUP 1: Cut Case Displays Cut Case Display Participating Stores 1, 3, 5, 6, 8, 10, 11, 12, 13, 14, 15, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 31, 34, 35, 36, 37, 38, 39, 43, 44, 45, 47, 50, 54, 56, 57, 58, 59, 60, 61, 62, 63, 64, 68, 72, 73, 74, 77, 79, 80, 82, 83, 85, 86, 90, 93, 95, 97, 101, 102, 103, 106, 115, 124, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 160, 163, 164, 165, 167, 168, 171, 175, 179, 182, 183, 185, 186, 187, 188, 190, 191, 192, 195, 196, 198, 199, 200, 201, 202, 209, 210, 211, 212, 214, 216, 217, 218, 226, 227, 228, 234, 237, 238, 242, 243, 244, 246, 248, 249, 253, 255, 263, 265, 268, 269, 270, 278, 279, 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, 384, 385, 386, 387, 388, 389, 390, 393, 394, 397, 398, 400, 402, 404, 406, 407, 408, 411, 412, 415, 416, 419, 425, 426, 427, 428, 429, 431, 432, 434, 437, 438, 444, 445, 446, 450, 452, 453, 456, 457, 458, 459, 461, 465, 467, 469, 470, 484, 485, 491, 494, 495, 499, 501, 502, 505, 511, 518, 521, 523, 528, 533, 534, 536, 537, 539, 540, 542, 544, 545, 546, 549, 552, 553, 555, 556, 559, 563, 566, 568, 569, 571, 572, 573, 575, 579, 584, 586, 589, 590, 593, 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 2

87 Ontario Wine Superstars Signage components 1. White Ontario Wine Superstar: Cut Case Backer, pre-printed Pricer Card, pre-printed Shelf Talker. 2. Red Ontario Wine Superstar: Cut Case Backer, pre-printed Pricer Card, pre-printed Shelf Talker. Red Wine Cut Case Re-order # White Wine Cut Case Ontario Wine Superstars Cut Case Display Kit: Cut Case Backer Cards x 2, Pricer Cards x 2, Shelf Talkers x 2 Merchandising Instructions White Wine Pricer Card White Wine Shelf Talker Red Wine Pricer Card Red Wine Shelf Talker 1. Use selected product to build a cut case display next to VQA Cube Fixture. 2. Install the pre-printed cut case Backer Cards onto the cut case display. 3. Install pre-printed Pricer Cards into the front of the cut case display. 4. Install pre-printed Shelf Talkers in-section in front of the participating products. Marketing & Product Guide - What s Your Grape? 93

88 Ontario Wine Superstars GROUP 2: Shelf Talkers Only Participating Stores 2, 7, 9, 32, 48, 49, 51, 53, 71, 84, 139, 250, 275, 309, 315, 320, 333, 358, 363, 365, 403, 410, 418, 420, 436, 512, 515, 526, 535, 538, 583, 598, 636, 639, 697 Signage components 1. White Ontario Wine Superstar: Pre-printed shelf talker 2. Red Ontario Wine Superstar: Pre-printed shelf talker Re-order # White Wine Shelf Talker DMS Ontario Wine Superstars Shelf Talkers x 2 Merchandising Instructions Red Wine Shelf Talker 1. Install pre-printed Shelf Talker in-section in front of the participating products. 94 Promotional Turn 2

89 Ontario Wine Superstars GROUP 3: VQA Gondola Fixture Key Dates VQA Gondola Fixture Install: April 28, 2013 Takedown: May 26, 2013 Participating Stores 4, 17, 41, 55, 65, 144, 207, 221, 229, 233, 286, 351, 417, 443, 481, 483, 486, 516, 551, 564, 580, 587, 609, 627, 644, 677, 694, 699, 706 Signage components 1. White Ontario Wine Superstar: Ontario Wine Superstars White / Double Bottle Backer Card (double-sided). Pre-printed Shelf Talker. 2. Red Ontario Wine Superstar: Ontario Wine Superstars Red / Double Bottle Backer Card (double-sided). Pre-printed Shelf Talker. 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 the White and Red 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 preprinted Shelf Talkers provided. White Wine Backer Card Red Wine Backer Card White Wine Shelf Talker Red Wine Shelf Talker Marketing & Product Guide - What s Your Grape? 95

90 Popular Pick Overview This is a sold space program and participation is mandatory. Each turn one International Canadian Blend product is featured. Supported by a LTO or BAM offer. Stores must order the featured Popular Pick product (minimum of three cases). Key Dates Install: April 28, 2013 Takedown: May 26, 2013 Participating Stores 16, 29, 30, 42, 46, 52, 66, 67, 69, 70, 75, 76, 78, 81, 83, 87, 88, 89, 91, 92, 94, 96, 98, 99, 104, 105, 107, 108, 109, 110, 111, 112, 113, 114, 116, 117, 118, 119, 120, 121, 122, 123, 126, 127, 128, 129, 131, 133, 134, 136, 137, 138, 141, 142, 146, 147, 151, 152, 157, 158, 159, 161, 162, 166, 169, 170, 172, 173, 174, 176, 178, 180, 181, 184, 189, 193, 194, 197, 203, 204, 205, 208, 213, 219, 220, 222, 223, 224, 225, 230, 231, 232, 235, 236, 239, 240, 241, 245, 247, 251, 254, 256, 257, 258, 259, 260, 261, 262, 264, 266, 267, 270, 271, 272, 273, 274, 276, 277, 280, 281, 282, 283, 284, 285, 290, 291, 292, 293, 294, 296, 297, 299, 301, 302, 303, 304, 305, 307, 308, 314, 316, 317, 318, 319, 322, 323, 327, 328, 330, 331, 332, 335, 336, 337, 338, 339, 347, 348, 349, 350, 352, 355, 364, 368, 369, 370, 372, 375, 377, 379, 380, 395, 399, 405, 409, 413, 414, 421, 422, 423, 430, 433, 435, 439, 440, 441, 442, 447, 448, 449, 451, 454, 455, 460, 462, 463, 464, 466, 468, 471, 472, 473, 474, 475, 476, 478, 479, 480, 482, 487, 488, 489, 492, 493, 496, 504, 506, 507, 509, 510, 514, 516, 517, 519, 520, 524, 527, 529, 530, 531, 541, 543, 547, 548, 550, 557, 558, 560, 561, 562, 565, 567, 570, 571, 574, 576, 577, 578, 581, 582, 588, 591, 594, 595, 596, 597, 599, 603, 604, 606, 607, 610, 612, 613, 615, 622, 626, 631, 700 Participating Product LCBO# Description Size (ml) French Cross Pinot Grigio 1,500 Signage components 1. Popular Pick: Cut Case Backer Card 2. Ontario Wine Superstars: Red and White pre-printed Shelf Talkers Re-order # Shelf talkers x 2 and Popular Pick Backer Card Merchandising Instructions 1. Install the Cut Case Backer Card and merchandise display near the front of store, next to VQA Cube Fixture. 2. Merchandise the Ontario Wine Superstars participating products in-section with the pre-printed shelf talkers provided. White Wine Shelf Talker Red Wine Shelf Talker Popular Picks Backer Card 96 Promotional Turn 2

91 golocal FSI - GROUP 1: VQA Cube Fixture No change from last period Overview This is a sold space program and participation is mandatory. Features four Ontario VQA products. Stores must order the products required (minimum of one case per SKU). In Period 2 the golocal FSI fixture products are those featured in the PT1 golocal FSI. Key Dates Continue to display PT1 existing signage Takedown: May 26, continues to display until the end of PT2 Participating Stores 1, 2, 3, 5, 6, 7, 10, 13, 14, 15, 16, 19, 20, 21, 22, 23, 25, 26, 27, 31, 32, 34, 35, 36, 37, 38, 39, 43, 44, 45, 47, 50, 53, 57, 58, 59, 60, 61, 62, 63, 64, 68, 70, 72, 73, 74, 77, 82, 83, 86, 90, 93, 95, 97, 102, 106, 110, 115, 125, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 163, 164, 167, 168, 171, 175, 179, 182, 183, 185, 187, 188, 191, 194, 195, 196, 198, 199, 200, 201, 202, 209, 210, 211, 212, 214, 216, 217, 218, 226, 228, 234, 237, 238, 242, 243, 244, 246, 248, 249, 250, 253, 255, 260, 263, 265, 266, 268, 269, 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, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 390, 393, 394, 397, 398, 400, 402, 404, 406, 407, 408, 412, 416, 420, 425, 427, 428, 431, 432, 434, 437, 438, 444, 445, 452, 456, 457, 459, 461, 465, 467, 469, 470, 491, 494, 495, 499, 501, 505, 509, 511, 518, 521, 523, 528, 533, 534, 536, 539, 540, 542, 544, 545, 546, 549, 552, 553, 555, 556, 559, 563, 566, 568, 569, 573, 575, 579, 581, 584, 586, 589, 590, 593, 601, 602, 605, 614, 616, 617, 618, 619, 621, 623, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 698, 700, 702, 703, 771, 776 Marketing & Product Guide - What s Your Grape? 97 Cube Fixture

92 No change from last period golocal FSI - GROUP 1: VQA Cube Fixture Participating Products LCBO# Description Size (ml) Angels Gate Merlot VQA Fielding Fireside White VQA Top Bench Red VQA Cave Spring Dry Rosé VQA 750 Signage components 1. golocal Cube Sign 2. golocal Category Sign x 2 3. golocal pre-printed Shelf Talkers x 4 4. Vintages pre-printed Shelf Talker x 1 golocal Category Re-order # VQA Cube Fixture Kit: golocal shelf talkers x 4, golocal cube sign, golocal Category sign x 2, Vintages Shelf Talker. Merchandising Instructions Shelf Talker golocal Cube Sign Vintage s Shelf Talker 1. Merchandise the four participating products on the top shelf of the VQA Cube Fixture. Place the pre-printed Shelf Talker in front of the product. 2. Install the golocal Cube Sign. 3. Install the golocal Category Signs on either side of the Cube Sign. 4. Install the Vintages pre-printed shelf talker in front of the participating product (LCBO #86850 Fielding Estate Winery Vidal Icewine 2010) in its place on the shelf. 98 Promotional Turn 2

93 golocal FSI - GROUP 2: VQA Gondola Fixture No change from last period Participating Stores 4, 17, 41, 65, 144, 207, 221, 229, 233, 286, 351, 417, 443, 481, 486, 551, 564, 580, 587, 609, 627, 644, 677, 694, 699, 706 Participating Products LCBO# Description Size (ml) Angels Gate Merlot VQA Fielding Fireside White VQA Top Bench Red VQA Cave Spring Dry Rosé VQA 750 Signage components 1. golocal Backer Card 2. golocal pre-printed Shelf Talkers x 4 Merchandising Instructions 1. Install the golocal Backer Card into the Backer Card Frame of the FSI Gondola Fixture. 2. Merchandise the four participating products on the top shelf of the VQA gondola along with the pre-printed Shelf Talkers provided. go LOCAL FSI VQA Gondola Fixture golocal Backer Card Shelf Talker Marketing & Product Guide - What s Your Grape? 99

94 Wines to Watch Program - Update Participating stores No change from last period 5, 10, 15, 21, 25, 35, 40, 57, 60, 93, 95, 101, 532, 115, 124, 148, 149, 156, 164, 167, 187, 217, 226, 252, 253, 288, 325, 329, 355, 641, 367, 371, 373, 378, 385, 389, 392, 393, 398, 417, 432, 438, 445, 465, 481, 486, 495, 511, 522, 528, 542, 544, 545, 549, 566, 573, 575, 586, 630, 776

95 Wines To Watch Program No change from last period Merchandising Instructions Stores should continue to merchandise any of the following wines on their Wines to Watch fixture along with the program signage: Pondview Dragonfly Pinot Grigio VQA Pondview Gewurztraminer Riesling VQA Daniel Lenko ChardonGay VQA Catastrophe Red VQA Catastrophe White VQA Sprucewood Shores Lady in Red VQA Ravine Estate Redcoat Red VQA Ravine Estate York Rd. White VQA Sue-Ann Staff Baco Noir VQA Merchandising Instructions All participating stores should continue to merchandise the Wines to Watch display until further updates are communicated in early Signage Sign Wines to Watch Cube Sign Wines to Watch Shelf Talkers Wines to Watch Bin Ticket Covers/ Overlays Wines to Watch Gondola Sign For Best of Ontario Stores only. Images 102 Promotional Turn 2

96 Winter Wine Program Participating Stores No change from last period (Supplier Sold Program and participation is mandatory) 1, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 31, 34, 35, 36, 37, 38, 39, 40, 44, 45, 55, 57, 58, 60, 62, 64, 65, 71, 72, 79, 82, 83, 84, 85, 95, 98, 99, 101, 102, 106, 115, 123, 125, 130, 132, 140, 143, 144, 145, 148, 149, 154, 156, 163, 164, 167, 168, 171, 179, 182, 185, 187, 188, 191, 192, 195, 198, 200, 207, 209, 210, 211, 212, 214, 217, 218, 219, 223, 226, 229, 233, 234, 237, 242, 243, 244, 248, 252, 253, 255, 263, 265, 278, 287, 288, 295, 298, 300, 311, 321, 324, 325, 326, 329, 334, 340, 344, 346, 349, 351, 353, 355, 359, 360, 361, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 401, 404, 407, 411, 412, 415, 416, 417, 418, 425, 426, 428, 431, 432, 434, 437, 438, 441, 443, 444, 445, 452, 453, 456, 457, 459, 461, 465, 470, 481, 483, 485, 486, 490, 491, 494, 495, 497, 499, 505, 511, 521, 522, 523, 528, 532, 533, 534, 536, 537, 540, 542, 544, 545, 546, 549, 553, 555, 556, 559, 564, 566, 568, 569, 572, 573, 575, 579, 586, 587, 589, 590, 593, 599, 601, 612, 614, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 637, 638, 639, 641, 642, 643, 677, 694, 698, 700, 702, 703, 771, 776

97 Winter Wines Program No change from last period Overview This year our Winter Wine program features the Spanish Wine - Faustino VII Red Rioja 2010! NEW to the LCBO and available only for winter, Faustino VII Red Rioja 2010 has been hand selected and endorsed by our wine buyers as the wine for winter entertaining. This value-packed Spanish red has an easy-drinking fruity style that shines with fun, casual dishes like Spanish cured meats, omelettes and paella. The winter wine program will promote a single SKU in select stores, throughout PT12 to PT2. Key Dates Start Date: Feb 3, 2013 Takedown: May 26, 2013 Participating Product Faustino VII Red Rioja 750mL Signage Components The components ship as one kit: Discretionary End Aisle Backer Card x 1 piece Pre-printed Shelf Talkers x 2 pieces Merchandising Instruction Participating stores will be forceallocated two or three cases of the featured product. Build a display on Discretionary End Aisle with the featured product. Please order sufficient inventory of the featured product to build and maintain a full display. Use the Backer Cards and pre-printed shelf talkers on the display. Install the pre-printed shelf talkers in front of the featured product in-section if the store already lists the product. Backer Card Shelf Talker Shelf Talker 104 Promotional Turn 2

98 Spring Gift Packaging Participating stores 1, 4, 5, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 34, 35, 36, 38, 40, 41, 44, 50, 55, 57, 58, 60, 61, 62, 63, 64, 65, 68, 72, 79, 80, 82, 83, 90, 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, 218, 221, 226, 228, 233, 237, 242, 243, 244, 248, 249, 252, 253, 255, 263, 265, 269, 278, 287, 288, 295, 298, 300, 311, 324, 325, 326, 329, 333, 334, 340, 341, 343, 344, 346, 351, 353, 355, 359, 360, 361, 362, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 400, 401, 402, 404, 407, 412, 416, 417, 425, 426, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 459, 465, 470, 481, 484, 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, 564, 566, 568, 569, 572, 573, 575, 579, 580, 584, 586, 587, 590, 593, 601, 602, 605, 609, 616, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 638, 641, 643, 644, 694, 698, 699, 700, 702, 703, 706, 771, 776

99 Spring Gift Packaging Overview The PT2 Gifting message will focus on Mother s Day. Stores will receive an updated Category Sign insert, Shelf Talkers and Gift Tags for PT2. Please remove and recycle all PT1 Featured Gift sign components. Stores will also receive a Single Bottle Cello Wrap kit. The staff hours to implement this program will be charged back to Marketing, so please ensure that this program is implemented as soon as the Wrap Kits arrive into stores. To help our customers shop for Mother s Day we have provided, at no additional cost to our customers, a Single Bottle Cello Wrap option. Each participating store will receive 1 kit that will include the following components: 108 Clear Cello Bags 8.1/4 x Lilac Ribbon Pieces (34 in length) 108 gift tags 1 memo The Mother s Day Pre Wrap Cello Gift Kit is not available for re-order. Product Selection Please select a number of Rosé and Sparkling Wines suitable for Mother s Day. Select brands that will be of interest to your specific store customers. Stores may merchandise between 4 12 brands of wines on the fixture. To encourage sales for Mother s Day, all products on the fixture should be wrapped with cello, ribbon and tag. Components Component Re-order Code Retail Images Galvanized Beer Pail Store to order this item from supplying warehouse (1 2 cases). Pails to be filled with seasonal inventory and wrapped with the Spring Wrap Kit. LCBO# $6.95 Spring Wrap Kits Additional Wrap Kit inventory may be ordered from supplying warehouse (Item # this sku is residual 2012 Spring Wrap Kit inventory) LCBO# $3.50 No IMAGE available 106 Promotional Turn 2

100 Spring Gift Packaging Components continued Component Re-order Code Retail Images Spring 95 Bag One case of Spring 95 Paper Bag was force shipped to stores in PT13 Each case contains 75 units (25 x three designs) Additional Spring 95 Paper Bag inventory may be ordered from supplying warehouse (Item #328369) Spring Organza Bottle Bag Each case contains 12 units ( 3 x four colour) No inventory available after initial force Was force shipped to stores in PT13 Spring Patterned Felt Bottle Bag Each case contains 12 units ( 3 x four colour) No inventory available after initial force Was force shipped to stores in PT13 Glass Flower Bottle Stopper Each case contains 12 units ( 3 x four colour) No inventory available after initial force Was force shipped to stores in PT13 LCBO# $0.95 LCBO# $5.95 LCBO# $5.95 LCBO# $5.50 Marketing & Product Guide - What s Your Grape? 107

101 Spring Gift Packaging Merchandising Instructions Promotional Fixture End Top Shelf - Merchandise the Spring Fabric Bottle Bags, Bottle Stoppers and Pre Wrap Cello bottles. Remove 1 of each Fabric Bag versions from the packaging and display them with product. Merchandise the remaining Fabric Bags in the Acrylic Fabric Bag Holder. Middle Shelf Merchandise the Pre Wrap Cello bottles. Bottom Shelf Merchandise pre wrapped cello gift pails Ordering Order the following to complete gifts for Spring and Mother s Day Galvanized Pail (LCBO ) Spring Wrap Kits (LCBO ) Should you require additional wrap Include the following on the Generic Gift Tag (Central Supply #691311) by using Kwik Price. Product Name(s) Product LCBO#(s) Product Price(s) Pail LCBO # Pail Price $6.95 Wrap Kit LCBO# Wrap Kit Change $3.50 TOTAL PRICE Affix the Generic Gift Tag to the gift with the ribbon provided in the Wrap Kits. NOTE: Stores can download the Kwik Price Information Guide from LCBO Portal under Retail Operations Forms, Manuals & Guides. 108 Promotional Turn 2

102 Spring Gift Packaging Signage Stores will be shipped the following new signs: Component Where to install sign Re-order Code Images Category Sign French/English Gift Tag (Bundled in 12) Shelf Talkers (Bundled in 2-1 of each version) A new P2 category sign will be shipped. Place the Category Sign insert into the sign band on the Gifting Promotional Fixture End. Place the gift tags onto the pre-wrapped Cello 1 bottles and vessels left over from PT13. Merchandise the Pre- Wrapped Cello bottles and Vessels on the Gifting Promotional Fixture End. Place Shelf Talkers on the Gifting Promotional Fixture End DMS DMS Marketing & Product Guide - What s Your Grape? 109

103 Beer Programs Ontario Craft Beer End Aisle Brewery Spotlight: Dupont Craft Beer Program Ontario Craft Beer (Quarterly Program) No change from last period No change from last period No change from last period

104 Ontario Craft Beer End Aisle Formerly Ontario Craft Beer Fixture, now merchandised on shelf Key Dates Install: April 28, 2013 Take Down: May 26, 2013 Components Pre-Printed Shelf Talkers (ENG) DMS Pre-Printed Shelf Talkers (FRE) DMS End Aisle Backer Card (same) OCBEA01 Participating Products LCBO# Brand Size (ml) Brewery Distributor Code Natural Blonde Lager 6 x 355 Amsterdam Orange Peel Ale 650 Great Lakes Dead Elephant Ale 437 Railway City 8447 Participating Stores OCB End Aisle Backer Card Re-order # OCBEA01 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 25, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 528, 549, 556, 579, 619, 623, 624, 630, 702 NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. 112 Promotional Turn 2

105 Brewery Spotlight: Dupont No change from last period Overview The Brewery Spotlight is a year-round program that features unique and premium products from craft breweries around the world. This program turns four times a year and each turn focuses on one specific brewery. NEW: Participating stores will be sent a special Shelf Talker describing the featured brewery. This component will enhance the Brewery Spotlight experience by providing customers with fun and interesting information about the brewery origins, history, location, brewmaster etc. This shelf talker will be bundled with the product shelf talkers and should be displayed within your store s Brewery Spotlight section. Key Date Install: March 3, 2013 Take Down: May 26, 2013 Participating Products Components Pre-Printed Shelf Talkers (ENG) DMS OCB013 Pre-Printed Shelf Talkers (FRE) DMS OCB014 Brewery LCBO# Description Size (ml) Moinette Brune 330 Dupont Monk's Stout Cervesia Biere De Miel Bio 250 Participating Stores NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. 1, 5, 10, 15, 17, 18, 31, 38, 40, 115, 132, 164, 187, 212, 217, 243, 334, 393, 417, 445, 486, 457, 495, 499, 511, 568, 623, 624, 630 Marketing & Product Guide - What s Your Grape? 113

106 Craft Beer Program No change from last period Formerly known as the Premium/Specialty Beer Program Key Dates Install: March 3, 2013 Take Down: May 26, 2013 Components Pre-Printed Shelf Talkers (ENG) DMS OCB012 Pre-Printed Shelf Talkers (FRE) DMS OCB011 Participating Products Item# Product Name Size (ml) Panil Gouden Carolus Tripel La Divine St Feuillien Grand Cru Wired HopWired IPA Thornbridge Jaipur IPA BIA India Pale Ale Lakefront Bridge Burner Abbaye des Rocs Grand Cru Chaman Imperial Pale Ale 4 x Les Trois Mousquetaires Maibock Kunhenn 4D 355 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 need to display both French and English versions of the product Shelf Talkers. 114 Promotional Turn 2

107 Ontario Craft Beer (Quarterly Program) Formerly known as the Ontario Craft Beer Fixture No change from last period Key Dates Install: March 3, 2013 Take Down: May 26, 2013 Components Pre-Printed Shelf Talkers (ENG) DMS OCB008 Pre-Printed Shelf Talkers (FRE) Participating Products LCBO# Brand Size (ml) Brewery Distributor Code Loyalist Lager 341 Barley Days Lugtread Lagered Ale 4 x 600 Beau s Twice As Mad Tom IPA 4 x 355 Muskoka Stonehammer Premium Light 6 x 341 F&M 3437 Participating stores DMS - OCB009 Mandatory Participation 5, 6, 15, 18, 19, 35, 38, 40, 115, 143, 149, 187, 212, 217, 243, 295, 334, 355, 393, 417, 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, 445, 457, 485, 499, 522, 532, 544, 545, 549, 553, 572, 573, 575, 579, 629, 630, 700, 702, 771, 776 NOTE: FLS designated stores need to display both French and English versions of the product Shelf Talkers. Marketing & Product Guide - What s Your Grape? 115

108 ONTARIO SupERST RS Vintages Superstar Program Participating Stores Kit 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 37, 44, 55, 60, 61, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 93,97, 99, 102, 124, 130, 144, 145, 154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 214, 218, 223, 233, 237, 244, 248, 249, 260, 263, 265, 268, 269, 278, 296, 311, 324, 340, 351, 353, 354, 372, 373, 381, 384, 386, 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, 36, 38, 40, 57, 58, 95, 106, , 143, 148, 149, 156, 164, 171, 179, 185, 187, 195, 198, 200, 207, 209, 210, 212, 217, 226, 243, 252, 253, 255, 287, 288, 298, 300, 325, 326, 329, 333, 334, 344, 346, 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, 490, 491, 494, 495, 505, 511, 512, 522, 523, 532, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 641, 698, 700, 702, 703, 706, 771, 776

109 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. Participating Product MALIVOIRE LADYBUG ROSÉ VQA Niagara Peninsula (D) 750 ml $15.95 Key Dates Install: Upon receipt Takedown: May 25, 2013 Kit 1 + Kit 2 will be to be shipped via store mailbag. Components F&D Ad Basket Insert Shelf Talker Merchandising Instructions Basket Sign Insert Merchandise the participating product in a basket next to/near the LCBO Ontario VQA wines section. Insert the basket sign insert into the Large Metal Sign Holder (Central Supply #691089) Display the fully merchandised basket in the LCBO Ontario VQA wines section next to the VQA fixture. Take down once stock is sold out, or by May 25, 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 #692012) or 2 shelf clip for Vintages (hellolcbo re-order #LC1506). Take down once stock is sold out, or by May 25, Available Chilled Hot Button Signs should be used on shelf to indicate that the Superstars products are also available in the fridge; Superstars Shelf Talkers should be placed in the fridge to highlight the Superstar products there. Available Chilled In-Section Hot Button Re- Order # DMS Promotional Turn 2

110 Vintages BAM & LTO Signage Participating Stores 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 29, 30, 31, 35, 36, 37, 38, 40, 42, 44, 45, 55, 56, 57, 58, 60, 61, 62, 63, 64, 65, 68, 69, 70, 71, 72, 74, 77, 78, 79, 80, 81, 82, 83, 84, 85, 93, 95, 97, 99, 101, 102, 106, 115, 124, 125, 127, 130, 132, 136, 140, 143, 144, 145, 148, 149, 153, 154, , 163, 164, 165, 167, 168, 171, 178, 179, 182, 185, , 191, 195, 196, 197, 198, 199, 200, 201, 202, 207, 208, 209, 210, 211, 212, 214, 216, 217, 218, 219, 221, 222, 223, , 227, 232, 233, 235, 237, 238, 241, 242, 243, 244, 247, , 251, 252, 253, 255, 259, 260, 261, 263, 265, 268, , 278, 287, 288, 295, 298, 300, 306, 311, 312, 313, 314, 318, 321, 323, 324, 325, 326, 329, 333, 334, 340, 344, 345, , 352, 353, 354, 355, 358, 359, 360, 361, 365, 367, , 373, 378, 380, 381, 383, 384, 385, 386, 387, 389, 390, 392, 393, 394, 397, 398, 401, 402, 403, 404, 407, 411, 412, , 417, 420, 425, 426, 427, 428, 430, 431, 432, 434, 437, 438, 441, 443, 444, 445, 446, 449, 452, 454, 456, 457, , 465, 467, 468, 469, 470, 474, 481, 482, 483, 485, , 491, 494, 495, 497, 499, 501, 505, 509, 511, 512, , 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, , 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 555, 556, 559, 566, 568, 569, 572, 573, 575, 579, 581, 584, 586, 587, 589, 590, 593, 598, 599, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, , 624, 626, 627, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 677, 694, 697, 698, 699, 700, 702, 703, 771, 776

111 Vintages BAM & LTO Signage Overview The Vintages BAM & LTO signage will arrive in the mailbag the week before each promotional period starts. This is a mandatory supplier program. All Shelf Talkers for the participating products should be installed at the start of the period. If you do not receive your kit please call hellolcbo to request a kit. If a Shelf Talker is damaged or misplaced please print a new Shelf Talker using the in-store printing templates. Participating Products Components LTO Shelf Talkers LCBO# Description Original Price Price Promotion Antinori Pèppoli Chianti Classico (V) $19.95 $17.95 LTO Concha Y Toro Marques De Casa Concha Cabernet Sauvignon (V) $19.95 $17.95 LTO Dieter Meier Puro Corte 2010 $16.95 $14.95 LTO Gloria Ferrer Va De Vi Ultra Cuvée $26.95 $ LTO Kim Crawford Sauvignon Blanc 2012 $18.95 $16.95 LTO Muga Reserva (V) $23.95 $21.45 LTO Oyster Bay Chardonnay (V) $18.95 $16.95 LTO Pirramimma Petit Verdot $26.95 $21.95 LTO Thirty Bench Riesling 2011 $18.95 $17.95 LTO Tedeschi Amarone Della Valpolicella (V) $40.95 $37.95 LTO 120 Promotional Turn 2

112 The Early Summer 2013 issue of FOOD & DRINK is to be distributed in stores Wednesday, May 1, PLEASE DO NOT DISPLAY THE ISSUE PRIOR TO May 1, Features Birthday Confections: Celebrate a special occasion with any of these elaborate cakes the extra effort more than pays off! Back to the Classics: Updating some of the most popular cocktails of all time. The May 24 Cookout: Kick off summer with our (almost) all-grilled menu, perfect for serving a crowd. Defining Style: Our resident expert breaks down wines according to style, with suggested bottles to try. Tasting Party at Home: Everything you need to know for hosting a wine-tasting party tips, what wines to choose plus small bites for serving alongside.

113 Food & Drink Merchandising This issue should be merchandised prominently in the magazine stands. The stands should be positioned in the selling area of the store. If your store does not have a stand, please display FOOD & DRINK at all checkouts, customer service and the Info centre. Once your supply has been depleted, please store the stand until the next issue arrives in store. Do not use the stand to display other materials. To request additional copies once your original supply has run out, please wayne.leek@lcbo.com. Your should include the following information: Store # and contact name # of additional copies and why English or French edition We will distribute the magazines equitably among all stores who request additional copies 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Summer 2013 issue of FOOD & DRINK, which will be in stores on Wednesday, June 26, Signage Re-order Codes Food & Drink Header Card English/Bilingual Re-Order Code: Food & Drink A Frame Sign English over English Re-Order Code: Food & Drink A Frame Sign English over French Re-Order Code: Promotional Turn 2

114 Food & Drink LCBO# Description Size (ml) MATCHMAKER MATCHES - all matches from stories Martini & Rossi Asti 750 ml St. Ambroise Oatmeal Stout 6 pk (VE) Henry of Pelham Riesling Icewine VQA 375 ml Orchid Mango Liquor 750 ml Fonseca White Port 750 ml Jannamico Lemoncello 750 ml Snow Maiden Junmai Nigori Sake 720 ml Bacardi Oakheart Spiced Rum 750 ml (VE) Taylor Fladgate 10-Year-Old Tawny Port 750 ml Sheridan s Original Double Liquor 750 ml Alvear Medium Dry 750 ml (VE) 1578 Flat Rock Twisted VQA 750 ml Alvinte Albarino D.O. Rias Baixas 750 ml (VE) Malivoire Ladybug Rosé VQA 750 ml (VE) Henri Bourgeois Les Baronnes Sancerre 750 ml Chivite Gran Feudo Rosé 750 ml Crabbies Original Alcoholic Ginger Beer 500 ml Yalumba Y Series Shiraz/Viognier 750 ml Domaine De Canton Ginger Liqueur 750 ml Wild Vines Strawberry White Zinfandel 750 ml Grand Marnier Cuvée du Centenaire 750 ml Henry of Pelham Select Late Harvest Vidal VQA 375 ml Henry of Pelham Cuvée Catharine Brut VQA 750 ml Robert Mondavi Private Selection Sauvignon Blanc 750 ml Stoneleigh Marlborough Sauvignon Blanc 750 ml Brooklyn Lager 6 pk (VE) Thirty Bench Riesling VQA 750 ml Leffe Blonde 6 pk Cave Spring Indian Summer Select Late Harvest Riesling VQA 375 ml St-Germain Delice Sureau Elderflower Liqueur 750 ml Francois Lurton Sauvignon De Bordeaux 750 ml Tio Pepe Extra Dry Fino Sherry 750 ml Kiwi Walk Sparkling Sauvignon Blanc Marlborough 750 ml William Fevre Champs Royaux Chablis 750 ml Mcwilliam's Hanwood Estate Moscato 750 ml Southbrook Framboise 375 ml Botter Puglia Moscato IGT 750 ml Inniskillin Late Autumn Riesling VQA 750 ml (VE) Megalomaniac Narcissist Riesling VQA 750 ml Rosemount Diamond Merlot 750 ml (V) Izumi Namacho Junmai Sake 300 ml (VE) Tawse Sketches of Niagara Chardonnay VQA 750 ml Villa Maria Private Bin Sauvignon Blanc 750 ml Marketing & Product Guide - What s Your Grape? 123

115 Food & Drink Continued LCBO# Description Size (ml) Weihenstephaner Hefeweissbier 500 ml Sica Baron De Hoen Pinot Gris Reserve 750 ml Sandbanks Estate Riesling VQA 750 ml Leffe Brune 6 pk Chateau Des Charmes Cabernet Franc Estate Bottled VQA 750 ml Cono Sur Bicicleta Viognier 750 ml Yonder Velt Grüner Veltliner 750 ml Cave Spring Sauvignon Blanc VQA 750 ml Steam Whistle Premium Pilsner 500 ml WHAT S NEW RON ABUELO ANEJO RUM RESERVA 750 ml PLANTATION GRANDE RESERVE 750 ml COYOTE S RUN PINOT NOIR VQA 750 ml ARGENTO BONARDA 750 ml DOMAINE DU PETIT CLOCHER CABERNET FRANC ANJOU 750 ml MELVILLE S STRAWBERRY CRAFT LAGER 4 pk BETTY S PEACH VODKA ICED TEA 4 pk (VE) STAGS LEAP WINERY CABERNET SAUVIGNON NAPA VALLEY 750 ml (VE) E. GUIGAL CÔTES DU RHÔNE 750 ml TRENDSPOTTING Creemore Springs Kellerbier 473 ml A SPLASH OF SHERRY Alvear Fino Montilla 750 ml A SPLASH OF SHERRY Campari 750 ml Dubonnet Rouge 750 ml 6049 Pernod 750 ml (V) Lillet Blanc 750 ml Pimm s No. 1 Cup 750 ml Alvear Fino Montilla 750 ml SAKE WITH SUSHI DECONSTRUCTED (V) Izumi of the North, Nama Cho Junmai sake 300 ml (V) Hakutsuru Sayuri Nigori sake 300 ml (V) Sho-Une Junmai Daiginjo (Hakusuru) 300 ml DEFINING STYLE (VE) La Chablisienne Vieilles Vignes Chablis 750 ml (V) Featherstone Black Sheep Riesling VQA 750 ml Concilio Pinot Grigio DOC 750 ml Pierre Sparr Gewürztraminer 750 ml Cono Sur Bicicleta Viognier 750 ml Giesen Sauvignon Blanc 750 ml Château Des Charmes Barrel-Fermented Chardonnay VQA 750 ml Sterling Vintner's Chardonnay 750 ml Penfolds Koonunga Hill Chardonnay 750 ml 124 Promotional Turn 2

116 Food & Drink Continued LCBO# Description Size (ml) Allegrini Valpolicella DOC 750 ml Louis Jadot Bourgogne Pinot Noir 750 ml Fielding Red Conception VQA 750 ml Santa Rita Reserva Cabernet Sauvignon 750 ml (VE) Muga Reserva Rioja 750 ml (VE) Château Pipeau St Emilion 750 ml Grant Burge Miamba Shiraz 750 ml Père Anselme La Fiole Du Pape 750 ml Batasiolo Barolo DOCG 750 ml TASTING PARTY AT HOME Peninsula Ridge Sauvignon Blanc VQA 750 ml Villa Maria Private Bin Sauvignon Blanc 750 ml Buena Vista Pinot Noir 750 ml Chanson Père & Fils Le Bourgogne Pinot Noir 750 ml (VE) Concha Y Toro Marques de Casa Concha Cabernet Sauvignon 750 ml Torres Gran Coronas Cabernet Sauvignon Reserva 750 ml THE CHARMS OF CHARDONNAY Bouchard Père & Fils Pouilly-Fuissé 750 ml (VE) Bonterra Chardonnay 750 ml Wolf Blass Yellow Label Chardonnay 750 ml (VE) La Chablisienne Vieilles Vignes Chablis 750 ml Inniskilin Unoaked Chardonnay VQA 750 ml Vineland Estates Unoaked Chardonnay VQA 750 ml Pol Roger Brut Champagne 750 ml Angels Gate Archangel Chardonnay Brut VQA 750 ml Cave Spring Blanc de Blanc Brut VQA 750 ml Marketing & Product Guide - What s Your Grape? 125

117 Participating Stores Column Heading Store # Banner Inserts Pod Program Sold End Aisles End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Cards Power Aisle Banners Perimeter Banners Key H= Hero Display T= Thematic Banner Insert Builds all Pods Number of Sold End Aisles and (P)remium or (S)tandard Flight # of Number of signs shipped Number of Regular Extenders In Store See Sold Space Program Extender Section for participating extender locations. C = Community Extender Program # of Extenders # of Extenders # of Extenders # of Extenders # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped Transparencies Vendor installed, see page 11 Special Promotions Fixtures golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Mini Thematic Program Featured Gift Program FLS Y = Participating Store (2 Fixtures) Y = Participating Store Y = Participating Store Y = Participating Store Y = Participating Store (on Promo Fixture) Y = Participating Store F = LCBO stores located in FLS designated areas FF = LCBO FLS designated stores See back/inside cover for definitions

118 Participating Stores This list is included in the PT2 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 Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 1 H 20S 45 Y Y Y Y Y Y Y F ST ST Y F 3 8P Y Y F 4 10P Y Y Y Y Y F 5 H 10P 20 Y Y Y Y Y Y Y F 6 H Y Y Y Y Y F ST ST Y FF 8 T 10S Y F 9 T ST ST Y F 10 H 20P 40 Y Y Y Y Y Y FF 11 H 8S Y Y F 12 T 8P Y F Y Y F 14 8S Y Y Y Y Y F 15 H 15P 25 Y Y Y Y Y Y Y F 16 ST Y Y F 17 H Y Y Y FF 18 H Y Y Y Y Y F 19 H 15S Y Y Y Y Y Y FF 20 H 8S Y Y F 21 H 20P 40 Y Y Y Y Y Y Y 22 H 20S Y Y Y Y 23 H 15S 30 Y Y Y Y Y FF 24 8S Y FF 25 8P Y Y Y Y Y Y 26 H 10P Y Y Y F 27 H 15S Y Y Y Y F 28 T Y Y Y 30 T ST Y 31 H 15P 30 Y Y Y Y Y Y ST ST Y F 34 H 15S Y Y Y Y F 35 H 10P Y Y Y Y Y 36 H 15S Y Y Y Y Y Y FF 37 H 8P Y Y F 38 H 15P 30 Y Y Y Y Y Y FF Y Y 40 H 20P Y Y Y Y Y Y FF 41 10S 20 Y Y Y Y FF 42 T ST Y 43 H 10S Y Y 44 H 10S 25 Y Y Y Y Y Y Y ST Y 47 10S Y Y Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST ST 49 T ST ST FF 50 H 10S Y Y Y Y FF 51 ST ST 52 ST Y FF ST ST Y Y F 55 H 10S 20 Y Y Y FF 56 T Y 57 H 15S 25 Y Y Y Y Y Y Y 58 8S Y Y Y FF 59 10S Y Y Y Y Y Y Y Y Y 61 H 5C Y Y 62 H 15S Y Y Y Y 63 H 10S Y Y Y Y F 64 H 10S Y Y Y Y 65 H 10S 25 Y Y Y Y Y 66 T ST Y FF ST Y FF 68 H 15S Y Y Y Y ST Y 70 8S ST Y Y 71 T ST ST 72 10S Y Y Y Y 73 H 8S Y Y 74 H 10S 15 Y Y Y 75 T ST Y FF ST Y FF 77 T Y Y FF ST Y FF 79 H 8S Y Y Y 80 H 10S Y Y Y 81 T ST Y FF 82 H 8S Y Y Y Y Y Y Y Y FF 84 T ST ST 85 H 10S Y 86 H 8S Y Y 87 T ST Y 88 T ST Y ST Y FF 90 H 10S Y Y Y Y 91 T ST Y FF 92 T ST Y F 93 H 8S Y Y 128 Promotional Turn 2

119 Participating Stores This list is included in the PT2 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 Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 94 T ST Y 95 H 10S Y Y Y Y Y 96 T ST Y 97 10S Y Y Y Y 98 T ST Y FF ST Y FF 101 H 15S Y Y Y 102 H 10S Y Y Y Y 103 T Y FF 104 T ST Y F ST Y 106 H 15S Y Y Y Y Y 107 T ST Y 108 T ST Y FF 109 T ST Y ST Y Y 111 T ST Y ST Y FF 113 T ST Y ST Y 115 H 20P Y Y Y Y Y Y 116 T ST Y 117 T ST Y FF 118 T ST Y FF ST Y ST Y ST Y FF 122 T ST Y FF 123 T ST Y FF Y 125 H 10S Y Y Y Y FF ST Y FF ST Y 128 T ST Y F ST Y FF 130 H 10S Y Y Y Y ST Y 132 H 10S Y Y Y Y ST Y ST Y FF 135 T T ST Y ST Y ST Y 139 T ST ST 140 H 10P Y Y Y Y FF Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y ST Y 143 8P Y Y Y Y Y Y F S Y Y S Y Y Y Y ST Y ST Y 148 H 15P 45 Y Y Y Y Y Y Y 149 H 20P 30 Y Y Y Y Y Y F ST Y FF 152 H 10S Y 153 8S Y Y Y Y 154 H 15S Y Y Y Y Y F 155 8S Y Y Y Y 156 H 20P Y Y Y Y Y 157 T ST Y 158 T ST Y 159 T ST Y Y 161 T ST Y 162 T ST Y FF 163 H 8S Y Y F 164 H 10P Y Y Y Y Y FF 165 H 8S Y Y Y F 166 T ST Y Y 167 H 10S Y Y F 168 H 10P Y Y Y Y 169 T ST Y 170 T ST Y 171 H 20S 25 Y Y Y Y Y Y F ST Y ST Y FF 174 T ST Y S Y Y Y Y ST Y 178 T ST Y 179 H 15P Y Y Y Y Y ST Y FF Y 182 H 15P Y Y Y Y F Y Y Y F 184 T ST Y FF 185 H 15P 25 Y Y Y Y Y F 186 T 8S Y Y F 187 H 20S 40 Y Y Y Y Y Y Y Marketing & Product Guide - What s Your Grape? 129

120 Participating Stores This list is included in the PT2 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 Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 188 H 10S Y Y Y ST Y FF 190 H 10S Y Y Y F 191 H 15S 30 Y Y Y Y Y 192 8S Y Y Y F ST Y FF 194 T ST Y Y 195 H 20S 40 Y Y Y Y Y F 196 H 8S Y Y Y Y 197 T ST Y 198 H 15S 25 Y Y Y Y Y Y F Y Y 200 H 20S 25 Y Y Y Y Y F 201 H 15S Y Y Y Y Y Y 203 Y ST Y FF 205 T ST Y 207 H 8S Y Y Y Y Y F 208 T ST Y 209 H 15S Y Y Y Y S Y Y Y Y 211 H 8S Y Y Y 212 H 15P Y Y Y Y Y Y F 213 T ST Y S Y Y Y Y Y FF 216 H 8S Y Y 217 H 20P 30 Y Y Y Y Y Y Y FF 218 H 15S Y Y Y Y Y F 219 T ST Y 220 T ST Y FF 221 H 10S 20 Y Y ST Y Y Y 222 T ST Y 223 T ST Y 224 T ST Y 225 T ST Y FF 226 H 20S 30 Y Y Y Y Y Y 227 T Y 228 H 20S Y Y Y Y F 229 T 10S Y ST Y 231 T ST Y 232 T ST Y 233 H 15S 30 Y Y Y Y Y Y F S Y Y Y F Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 236 T ST Y FF S Y Y Y Y 238 T Y Y 239 T ST Y ST Y ST Y FF 242 H 15S Y Y Y Y F 243 H 20P Y Y Y Y Y Y FF 244 H 15S Y Y Y Y ST Y FF 246 T Y Y 247 T ST Y 248 H 15P Y Y Y Y 249 H 10S 20 Y Y Y Y Y F ST ST Y ST Y 252 H 20S 30 Y Y Y Y Y Y 253 H 20P 30 Y Y Y Y Y Y FF 254 T ST Y 255 H 10S Y Y Y Y Y F ST Y F ST Y 258 T 10 1 ST Y ST Y ST Y Y 261 T ST Y ST Y 263 H 15S Y Y Y Y 264 T ST Y 265 H 15S Y Y Y Y 266 T ST Y Y 267 T 10 3 ST Y Y Y 269 H 20S 25 Y Y Y Y Y F ST Y ST Y ST Y FF 273 T ST Y ST Y 275 T ST ST 276 T ST Y 277 T ST Y 278 H 8S Y Y Y Y FF Y F 130 Promotional Turn 2

121 Participating Stores This list is included in the PT2 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 Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 281 T ST Y 282 T ST Y ST Y 284 T ST Y ST Y Y Y 287 H 15S Y Y Y Y FF 288 H 20P 30 Y Y Y Y Y Y Y 289 T Y ST Y 291 T ST Y FF ST Y 293 T ST Y 294 T ST Y 295 H 10P Y Y Y Y Y Y F 296 T ST Y 297 T ST Y Y 298 H 20P 30 Y Y Y Y Y Y 299 T Y 300 H 10S Y Y Y Y Y ST Y ST Y 303 T ST Y 304 T ST Y ST Y 306 T Y ST Y ST Y FF ST ST F Y Y F 311 H 10P Y Y Y Y 312 8S Y Y F Y Y 314 T ST Y ST ST 316 T ST Y 317 T ST Y 318 ST Y ST Y ST ST Y Y F 321 H 8S Y Y F ST Y FF 323 T ST Y 324 H 8P Y Y Y Y Y FF 325 H 15S Y Y Y Y Y Y 326 H 15S 30 Y Y Y Y Y Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 327 T ST Y FF 328 T ST Y 329 H 20P 45 Y Y Y Y Y Y F 330 T ST Y ST Y ST Y FF 333 ST ST Y F 334 H 20S Y Y Y Y Y Y F 335 T ST Y ST Y ST Y ST Y FF ST Y 340 H 10S Y Y Y Y S Y Y Y Y 344 H 15S 30 Y Y Y Y Y 345 5S Y Y Y 346 H 20P 45 Y Y Y Y Y ST Y ST Y ST Y FF ST Y 351 H 15S 30 Y Y Y Y Y Y 352 T ST Y 353 H 10P Y Y Y Y Y 355 H 20P 30 Y Y Y Y Y Y Y Y F ST ST Y 359 H 20S 40 Y Y Y Y Y FF 360 H 10P Y Y Y Y Y Y F 361 H 15S 25 Y Y Y Y Y Y 362 H 20S Y Y Y F ST ST F 364 T ST Y 365 ST ST 366 H 10S Y Y Y F 367 H 20P 40 Y Y Y Y Y Y FF Y Y 369 T 10 4 ST Y ST Y FF 371 H 10S Y Y Y Y Y Y F 372 T ST Y 373 H 15S 20 Y Y Y Y Y Y 374 T Y ST Y FF 376 Marketing & Product Guide - What s Your Grape? 131

122 Participating Stores This list is included in the PT2 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 Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 378 H 20S 45 Y Y Y Y Y 379 T ST Y 380 T ST Y 381 H 15S 30 Y Y Y Y Y 382 H 15S Y Y Y Y 383 H 15S 25 Y Y Y Y Y 384 H 8P Y Y Y Y FF 385 H 20S Y Y Y Y Y FF 386 H 15S Y Y Y Y 387 H 15S Y Y Y Y FF 388 H 10P Y Y Y Y F 389 H 15S Y Y Y Y F 390 H 15P 25 Y Y Y Y Y 392 H 10S 25 Y Y Y Y Y 393 H 20P Y Y Y Y Y FF 394 H 20P 40 Y Y Y Y Y Y F ST Y FF 397 H 15S 30 Y Y Y Y Y 398 H 20S Y Y Y Y F ST Y S Y Y Y Y FF S 25 Y Y Y Y Y 402 H 10S Y Y Y Y ST ST 404 H 15S Y Y Y Y ST Y FF Y Y FF 407 H 20P 30 Y Y Y Y Y F 408 H 15S Y Y Y F ST Y ST ST 411 8P Y F 412 H 15P 25 Y Y Y Y Y Y Y F ST Y 414 T ST Y 415 H 10P Y F 416 H 20S 25 Y Y Y Y Y Y F 417 H 15P Y Y Y Y Y Y 418 T ST ST 419 T Y ST ST Y F ST Y F ST Y FF Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y FF 425 H 10S Y Y Y Y Y F 426 H 8S Y Y Y F 427 H 15S 30 Y Y Y Y Y 428 H 20S 40 Y Y Y Y Y F Y Y 431 H 15S Y Y Y Y FF 432 H 20S Y Y Y Y Y Y ST Y 434 H 15S Y Y Y Y ST Y FF ST ST F 437 H 10S 25 Y Y Y Y Y Y 438 H 20S 30 Y Y Y Y Y Y F ST Y 440 T ST Y ST Y FF ST Y 443 H 15P 30 Y Y Y Y Y Y Y FF 444 H 15S 25 Y Y Y Y Y F 445 H 20S Y Y Y Y Y 446 T Y ST Y 448 T ST Y ST Y 450 T Y ST Y 452 H 15P Y Y Y Y Y Y FF P Y Y Y ST Y 455 T ST Y S Y Y Y Y 457 H 10P 20 Y Y Y Y Y Y Y F 458 H 8S Y F 459 H Y Y Y Y Y ST Y 461 T Y Y 462 T ST Y ST Y FF ST Y 465 H 15S Y Y Y Y ST Y FF 132 Promotional Turn 2

123 Participating Stores This list is included in the PT2 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 Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 467 H 10S Y Y 468 T ST Y Y 469 5S ST Y Y 470 H 15S 30 Y Y Y Y Y FF ST Y ST Y ST Y ST Y ST Y ST Y 478 T ST Y ST Y ST Y 481 H 15P 20 Y Y Y Y Y Y ST Y Y Y F Y F 485 H 15P 20 Y Y F P Y Y Y Y Y ST Y F ST Y FF ST Y 490 H 10S 20 Y Y Y Y Y F 491 H 15S 30 Y Y Y Y Y 492 T ST Y F ST Y 494 H 15P Y Y Y Y Y F 495 H 15S Y Y Y Y Y Y 496 T ST Y 497 H 15S 30 Y Y Y Y Y H 20P Y Y Y Y Y Y F 501 H 15S Y Y Y Y Y Y T ST Y 505 H 20P Y Y Y Y Y F ST Y FF 507 T ST Y FF 509 T ST Y Y ST Y 511 H 10S 25 Y Y Y Y Y Y Y F S 1 ST ST F Store # Banner Insert Sold End Aisle End Aisle B/C Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 515 ST ST FF ST Y Y 517 T ST Y 518 H 10S Y Y Y Y F ST Y F 520 T ST Y 521 H 10P Y Y Y Y FF P 25 Y Y Y Y Y 523 H 20P 45 Y Y Y Y Y 524 T ST Y FF 526 ST ST FF 527 T ST Y 528 H 15P 30 Y Y Y Y Y Y Y F 529 T ST Y 530 T ST Y 531 T 3 4 ST Y F 532 8S Y Y Y Y Y Y FF S Y Y F 534 H 10S 25 Y Y Y Y Y F ST ST 536 H 15P 25 Y Y Y Y Y Y 538 ST ST FF 539 T Y Y F 540 H 15S Y Y Y Y FF ST Y 542 H 20P 30 Y Y Y Y Y Y F 543 T ST Y 544 H 10S Y Y Y Y 545 H 15S 40 Y Y Y Y Y 546 H 15S Y Y Y Y Y F 547 ST Y F ST Y 549 H 20S Y Y Y Y Y Y ST Y S 40 Y Y Y Y Y 552 8S Y Y FF 553 H 15P Y Y Y Y F 555 H 8S Y Y Y Y F 556 H 15P 20 Y Y Y Y Y Y Y F ST Y ST Y Marketing & Product Guide - What s Your Grape? 133

124 Participating Stores This list is included in the PT2 Worksheets file posted on the portal. Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 559 H 10S Y Y Y Y 560 T 5 1 ST Y 561 T 5 ST Y 562 T 1 4 ST Y 563 H 10S Y Y 564 H 10S Y Y Y F ST Y FF 566 H 20P 30 Y Y Y Y Y ST Y 568 H 8P Y Y Y Y Y FF 569 H 15S 30 Y Y Y Y Y F ST Y 571 Y Y F 572 H 10S Y Y Y F 573 H 10P Y Y Y Y Y ST Y FF 575 H 15S 25 Y Y Y Y Y Y F 576 T ST Y FF ST Y FF 578 T ST Y FF 579 H 10S Y Y Y Y Y Y 580 H 15S 30 Y Y Y Y Y Y Y Y 581 T ST Y Y 582 T ST Y ST ST 584 H 15S 15 Y Y Y Y Y F S Y Y Y Y Y 587 H 10S 25 Y Y Y Y Y ST Y FF Y Y FF 590 H 20P Y Y Y Y Y ST Y 593 H 15P Y Y Y Y F 594 T ST Y 595 T 5 1 ST Y 596 T ST Y ST Y F 598 ST ST FF 599 T ST Y 601 H 15S Y Y Y Y F 602 H 15S Y Y Y Y Y ST Y ST Y FF 605 H 15S 30 Y Y Y Y Y ST Y Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Spirits Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Special Promotions Fixtures Ontario Wine Superstars Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y H 15S 25 Y Y Y Y Y ST Y T ST Y ST Y S 2 Y Y F ST Y 616 H 10S Y Y Y Y 617 H 15S Y Y Y Y 618 H 10S Y Y 619 H 20S 40 Y Y Y Y Y Y Y F Y Y ST Y 623 H 20P 25 Y Y Y Y Y Y Y 624 H 20P 45 Y Y Y Y Y Y Y FF ST Y 627 H 15S 30 Y Y Y Y Y Y F 629 H 15S Y Y Y Y 630 H 20P 45 Y Y Y Y Y Y Y 631 H 20S Y Y Y Y Y F 632 H 20S 50 Y Y Y Y Y 634 H 15S 30 Y Y Y Y Y S Y Y Y Y ST Y F Y Y F S Y Y Y Y FF ST Y F 641 H 20S 40 Y Y Y Y Y S 7 6 Y Y F 643 H 10S 20 Y Y Y Y Y FF 644 8S Y Y Y Y F Y Y F 694 H 10S 25 Y Y Y Y Y FF ST ST F 698 H 15S 30 Y Y Y Y Y F 699 H 10S 20 Y Y Y Y F 700 H 20S 30 Y Y Y Y Y Y F 702 H 15P Y Y Y Y Y 703 H 20S 40 Y Y Y Y Y F 706 H 8S 15 Y Y Y Y Y 771 H 15P Y Y Y Y Y 776 H 20S 40 Y Y Y Y Y Y 134 Promotional Turn 2

125 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.

126 Display Programs Participating Products Location Hero Premium 4 Standard Premium 8 Standard 9 Premium 9 Standard LCBO# Case Conversion# Description Size (ml) Support Programs Mitolo Junior Shiraz 750 LTO Mitolo Junior Cabernet 750 BAM 166 Sogrape Mateus Rose 750 LTO Kittling Ridge White Zinfandel/Vidal 1500 BAM McWilliam's Hanwood Estate Cabernet Sauvignon 750 LTO, FSI Jackson-Triggs Cabernet Sauvignon Cask 4000 LTO, FSI Philippe De Rothschild Cabernet Sauvignon Vdp 750 LTO Wyndham Estate Bin 222 Chardonnay 750 LTO Piat D'Or Chardonnay 1500 LTO Jackson-Triggs Chardonnay Cask 4000 LTO Strewn Cab Sauvignon/Cabernet Franc VQA 750 LTO Hands Hot To Trot Red Blend 750 LTO, FSI J.P Chenet Premier De Cuvee Merlot Cabernet 750 LTO 943 Mouton Cadet Rouge 750 LTO, FSI, Shopping Cart Red House Wine Co. Cabernet Shiraz VQA 750 LTO The Pavillion Shiraz Cabernet Sauvignon 750 LTO, FSI Peninsula Ridge Shiraz VQA 750 LTO Lindemans Bin 50 Shiraz 750 LTO, FSI Jacob's Creek Reserve Shiraz 750 LTO Peninsula Ridge Sauvignon Blanc VQA 750 LTO Stoneleigh Marlborough Sauvignon Blanc 750 LTO Ch Des Charmes St Davids Bench Sauv Blanc VQA 750 LTO Coyotes Run Pinot Gris Pinot Blanc VQA 750 BAM Graffigna Centenario Pinot Grigio Reserve 750 LTO, Wine Fridge A Folonari Pinot Grigio Delle Venezie Igt 750 LTO, FSI Ruffino Orvieto Classico Doc 750 LTO Top Bench White VQA 750 LTO Lucky Penny White 750 LTO Marques De Riscal White 750 LTO Pelee Island Passage White 1500 BAM Yellow Tail Semillon/Sauvignon Blanc 750 LTO, FSI C'Est La Vie Pinot Noir Syrah 750 LTO Cent'Are Nero D'Avola - Merlot 750 LTO Peter Lehmann Clancy's Red Shz/Cab/Mer 750 LTO, FSI 109 Mike Weir Cabernet Merlot VQA 750 LTO Hardys Butcher's Gold Shiraz Sangiovese 750 LTO, FSI Lucky Stones Red VQA 750 LTO 136 Promotional Turn 2

127 Display Programs Participating Products Continued Location Premium 12 Standard LCBO# Case Conversion# Description Size (ml) Support Programs Pascual Toso Malbec 750 LTO Spinelli Malbec 750 LTO Red Rock Malbec Reserve 750 LTO Albert Bichot Bourgogne Pinot Noir 750 LTO Inniskillin Pinot Noir VQA 750 BAM Wolf Blass Yellow Label Pinot Noir 750 LTO B & G Cuvee Speciale Blanc 1500 LTO Shingle Haycutters Sauvignon Blanc Semillon 750 LTO Bees Grower's White VQA 1500 BAM Crush First White VQA 750 LTO, FSI Santa Rosa Pinot Grigio Chardonnay 1500 LTO Masi Masianco Pinot Grigio & Verduzzo Igt 750 LTO, FSI Masi Campofiorin Igt 750 BAM, FSI Tommasi Ripasso Doc Il Sestante 750 LTO Cesari Mara Vino Di Ripasso Valpolicella Doc 750 LTO, FSI Jacob's Creek Moscato 750 LTO, Wine Fridge B Pelee Island Moscato 750 LTO Movendo Moscato 750 LTO Copper Moon Merlot 750 BAM Finca La Linda Merlot 750 LTO Philippe De Rothschild Merlot Vdp 750 LTO Oggi Botter Primitivo 750 BAM Luccarelli Primitivo Puglia Igt 750 BAM Big House Cardinal Zin 750 LTO, FSI Pelee Island Baco Noir VQA 1500 LTO Staff Baco Noir VQA 750 Value Add Henry Of Pelham Baco Noir VQA 750 LTO 8094 Deinhard Green Label Riesling 750 LTO Sandbanks Estate Riesling VQA 750 LTO G. Marquis The Red Line Riesling VQA 750 BAM J.P. Chenet Cabernet Syrah 750 LTO Cusumano Syrah Igt 750 LTO, FSI Fat Bastard Shiraz Vdp 750 LTO, FSI Errazuriz Estate Carmenere 750 LTO Casa Lapostolle Carmenere 750 LTO Santa Alicia Carmenere Reserva 750 LTO 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 - What s Your Grape? 137

128 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 Programs Agent # of Extenders R1 Vodka A Chopin Potato Vodka 750 LTO Charton Hobbs Inc Y Y R2 Vodka B Iceberg Vodka 1140 LTO The Kirkwood Group Y Y Y Y Y R3 Vodka C Smirnoff Vodka 1140 Value Add Diageo Canada Inc. Y Y Y Y Y Y R4 Vodka D Ketel One 1750 Value Add Diageo Canada Inc. Y Y Y Y Y Y R5 Vodka E Luksusowa Vodka 1140 LTO PMA Canada Ltd. Y Y Y Y Y Y R6 Rum A Double Cross Vodka 750 Value Add Landmark Brand Y R7 Rum B R8 Rum C Captain Morgan Private Stock Rum Smirnoff Green Apple Twist Vodka 750 LTO Diageo Canada Inc. Y Y Y Y Y 750 Value Add Diageo Canada Inc. Y Y Y Y Y Y R9 Rum D Bacardi Superior 1140 Value Add Bacardi Canada Inc. 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 Sailor Jerry Spiced Navy Rum Johnnie Walker Black 12 Yr Forty Creek Copper Pot Reserve 750 LTO PMA Canada Ltd. Y Y Y Y Y Y 750 LTO Diageo Canada Inc. Y Y 750 BAM Forty Creek Distillery Ltd Y Y Y Y Y 1487 Crown Royal 750 LTO Diageo Canada Inc. Y Y Y Y Y Y Forty Creek Barrel Select Whisky 1140 BAM Wiser's De Luxe 1750 LTO Forty Creek Distillery Ltd Corby Distilleries Limited Y Y Y Y Y Y Y Y Y Y Y Y R16 Scotch A Grant's Family Reserve 1140 Value Add PMA Canada Ltd. Y Y Y Y Y Y R17 Scotch B Jack Daniel's Tennessee Whiskey 1140 Value Add Brown Forman Canada Y Y Y Y Y Y R18 Gin A Tanqueray Dry Gin 1140 LTO Diageo Canada Inc. Y Y Y Y Y Y R19 Liqueurs A Phillips Butter Ripple Schnapps 750 LTO Corby Distilleries Limited Y Y Y Y R20 Liqueurs B Alize Bleu Liquor 750 LTO Charton Hobbs Inc Y Y Y Y Y Y R21 Liqueurs C Forty Creek Cream Liquor 750 LTO R22 Liqueurs D Kahlua Coffee Liqueur 1750 LTO Forty Creek Distillery Ltd Corby Distilleries Limited Y Y Y Y Y Y Y Y Y Y Y Y 138 Promotional Turn 2

129 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 Programs R23 Brandy A Cointreau 375 LTO R24 Brandy B 4101 Remy Martin VSOP 750 LTO Agent Select Wine Merchants Inc. Select Wine Merchants Inc. # of Extenders Y Y Y Y Y Y Y R25 Tequila A Cazadores Anejo Tequila 750 LTO Bacardi Canada Inc. Y Y Y Y R26 R27 R28 R29 R30 R31 R32 R33 R34 R35 R36 R37 R38 Ontario Blend A Ontario Blend B Ontario Blend C Ontario Non VQA A Ontario Non VQA B Ontario Non VQA C Pelee Island Shiraz/ Cabernet 750 LTO Pelee Island Winery Y Y Y Y Y Y Pelee Island Pinot Grigio 750 LTO Pelee Island Winery Y Y Y Y Y Y Pelee Island Cabernet 750 LTO Pelee Island Winery Y Y Y Y Y Y Strewn Chardonnay Barrel-Aged VQA Pelee Island Pinot Noir VQA Pelee Island Blanc De Blanc VQA Ontario Non Eastdell Black Cab VQA 750 LTO VQA D Ontario VQA A Ontario VQA B Australia/ New Zealand A Australia/ New Zealand B Australia/ New Zealand C Australia/ New Zealand D Bees Merlot VQA 750 BAM Cave Spring Chardonnay VQA Waka Waka Sauvignon Blanc The People's Wine Pinot Noir Wolf Blass Red Label Shiraz/Cabernet Sauv Peter Lehmann Barossa Shiraz 750 LTO Dionysus Wines Y Y Y Y Y 750 LTO Pelee Island Winery Y Y Y Y Y Y 750 LTO Pelee Island Winery Y Y Y Y Y Y 750 LTO Diamond Estates Wines & Spirits Diamond Estates Wines & Spirits Cave Spring Cellars Ltd., Y Y Y Y Y Y Y Y Y Y Y Y Y 750 LTO Charton Hobbs Inc Y Y Y 750 LTO R39 USA A Dancing Bull Zinfandel 750 LTO R40 USA B R41 Chile A R42 Chile B R43 Bear Flag Soft White Blend Constellation Brands Inc. Y Y Y Y 750 LTO Treasury Wine Estates Y Y Y Y Y Y 750 LTO Dionysus Wines Y Y Y Y Y Y France Blend A Errazuriz Max Reserva Cabernet Sauvignon Graffigna Centenario Reserve Malbec Ripasso Classico Superiore Le Pezze 750 LTO, Wine Fridge A&B 750 LTO 750 LTO E&J Gallo Winery Canada Ltd. E&J Gallo Winery Canada Ltd. Philippe Dandurand Wines Ltd. Corby Distilleries Limited Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y 750 LTO Majestic Wine Cellars Y Marketing & Product Guide - What s Your Grape? 139

130 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many extenders your store implements. Extender Location LCBO# Description R44 France Bouchard Aine & Fils 9431 Blend B Beaujolais Superieur R45 France Tini Sangiovese Di South A Romagna Doc R46 France Tommasi Poggio Al Tufo Sangiovese Cabernet South B Sauv R47 France Latour Ardeche Bordeaux/ Chardonnay Burgundy A R48 Campo Maccione Italy Central Morellino Di Scansano A Docg R49 Italy Central Yvon Mau Colomb Chard B Vdp Size (ml) Support Programs Agent # of Extenders LTO Charton Hobbs Inc Y Y Y Y Y Y 750 BAM 750 BAM Noble Estates Wines & Spirits RKW Wine Imports Inc. Y Y Y Y Y Y Y Y 750 BAM Mark Anthony Brands Y Y Y 750 BAM R50 Italy North A Straccali Chianti Docg 750 BAM R51 Italy North B R52 R53 Southern Europe A Southern Europe B R54 Germany A Pasqua Pinot Grigio Delle Venezie Tommasi Amarone Classico Doc Il Sestante Black Tower Dornfelder Pinot Noir Mommessin Export Cuvee St Pierre Rouge R55 Sparkling A Yellow Tail Pinot Grigio 750 Noble Estates Wines & Spirits 750 BAM Dionysus Wines Y Y Y Y Y Y Noble Estates Wines & Spirits Y Y Y Y Y Y Y 1500 LTO Charton Hobbs Inc Y Y Y Y Y Y 750 BAM RKW Wine Imports Inc. 750 BAM Charton Hobbs Inc Y Y Y 1500 BAM Charton Hobbs Inc Y Y Y Y Y Y LTO, Wine Fridge A R56 Sparkling B Villa Sandi Prosecco Doc 750 BAM R57 R58 Ontario Beer A The Kirkwood Group Y Y Y Prevedello And Mathews Y Y Y Y Y Y Y Fuller's London Pride 500 LTO Premier Brand, Ltd. Y Y Ontario Beer Rolling Rock 473 LTO B R59 Beer Nickel Brook Green Apple Pilsner 473 LTO Labatt Breweries Ontario Better Bitters Brewing Co. Y Y Y Y Y Y R60 Beer Strongbow Cider 500 LTO Molson Coors Canada Y Y Y Y Y Y R61 Beer Grolsch Premium Lager 500 BAM Mark Anthony Brands Y Y Y Y Y Y R62 Beer Sapporo Premium Beer 650 LTO R63 Party Zone Smirnoff Premium Mixed Drinks Bluebrry Lemon 4 x 330 Sleeman Brewing & Malting Co. Y Y Y Y Y Y Y LTO Diageo Canada Inc. Y Y Y Y Y Y R64 Party Zone Bacardi Classic Mojito 750 LTO Bacardi Canada Inc. Y Y Y Y Y Y R65 Party Zone Smirnoff Ice Caesar 4 x 330 Value Add Diageo Canada Inc. Y Y Y Y Y Y 140 Promotional Turn 2

131 Community Shelf Extenders Community Shelf Extenders Location LCBO# Description Size (ml) Support Program C1: Community Extender Three Olives Smores Vodka 750 BAM C2: Community Extender Jose Cuervo Especial Gold Tequila Agent The Kirkwood Group 1140 LTO Diageo Canada Inc. C3: Community Extender Pelee Island Gewurztraminer 750 LTO Pelee Island Winery C4: Community Extender Sogrape Gazela Vinho Verde 750 LTO Charton Hobbs Inc C5: Community Extender Obikwa Cabernet Sauvignon 750 LTO C6: Community Extender Prince Igor Extreme Vodka 1140 LTO C7: Community Extender 7 any scotch whisky product with LTO or BAM support C8: Community Extender Canadian Club Reserve 750 LTO C9: Community Extender Cottage Block Sauvignon Bl Riesling VQA Mark Anthony Brands Forty Creek Distillery Ltd Beam Global Canada 750 LTO Dionysus Wines C10: Community Extender Sogrape Vila Regia Reserve 750 BAM Charton Hobbs Inc Marketing & Product Guide - What s Your Grape? 141

132 Discovery & Green Extenders Discovery Shelf Extenders Location LCBO# Description D1: Discovery Wines Green Shelf Extender Strewn Select Late Harvest VQA Size (ml) Support Program D2: Discovery Wines Veedha Doc Douro Red 750 LTO D3: Discovery Wines Whitehaven Pinot Noir 750 LTO Agent 375 LTO Dionysus Wines Amethyst Wine Agency Inc. E&J Gallo Winery Canada Ltd. D4: Discovery BSM Estrella Damm Lager 500 LTO The Kirkwood Group D5: Discovery BSM Seagram Blood Orange 80 Calorie 6 x 355 LTO The Brick Brewing Co. D6: Discovery BSM Rockstar Mango Orange 473 LTO Mark Anthony Brands D7: Discovery Spirits Hayman's Sloe Gin 700 LTO D8: Discovery Spirits Bulldog Gin 750 LTO D9: Discovery Spirits Location LCBO# Description St. Lucia Distillers Chairman's Reserve Rum 700 BAM Size (ml) Support Program S. Schiralli Agencies Ltd., Diamond Estates Wines & Spirits Amethyst Wine Agency Inc. G1: Green Extender Giol Pinot Grigio Organic Igt 750 BAM Agent Importex Trading International 142 Promotional Turn 2

133 IMAGE Shelf Talkers LCBO# Description Size (ml) Agent 794 Szekszardi Voros Kekfrankos 1000 Sylvestre Wines & Spirits Inc. 836 Jaszberenyi Rizling 1000 Sylvestre Wines & Spirits Inc Wyndham Estate Bin 444 Cabernet Sauvignon 750 Corby Distilleries Limited Montes Reserva Cabernet Sauvignon 750 Sylvestre Wines & Spirits Inc Graffigna Centenario Shiraz Reserve 750 Corby Distilleries Limited Cave Spring Blanc De Blanc Brut VQA 750 Cave Spring Cellars Ltd., Muskoka Mad Tom IPA 6 x 355 Lakes Of Muskoka Cottage Brewery Avion Tequila Silver 750 Corby Distilleries Limited Hop City Barking Squirrel Lager 473 The Premium Beer Company Inc Magners Pear Cider 500 The Premium Beer Company Inc Hops & Robbers IPA 473 North American Craft Agency Hogsback Vintage Lager 473 North American Craft Agency Samuel Adams Boston Lager 6 x 355 The Premium Beer Company Inc Taylor Fladgate First Estate Port 750 Sylvestre Wines & Spirits Inc Hop City Big Mouth Pale Ale 473 The Premium Beer Company Inc Innis & Gunn Original 500 PMA Canada Ltd Lake of Bays Rock Cut 473 Lake Of Bays Brewery Innis & Gunn Scottish Pale Ale 330 PMA Canada Ltd Lake of Bays River Walker Summer Ale 750 Lake Of Bays Brewery Dunavar Muscat 750 Eurovintage International Inc Dunavar Pinot Blanc 750 Eurovintage International Inc Moosehead Lager 473 The Premium Beer Company Inc Magners Original Irish Cider 500 The Premium Beer Company Inc. Marketing & Product Guide - What s Your Grape? 143

134 Limited Time Offers LCBO# Case Conversion# Description Size (ml) LTO Display Program 18 Heineken Lager 6 x 330 $ Mike Weir Chardonnay VQA 750 $1.00 Wine Fridge 109 Mike Weir Cabernet Merlot VQA 750 $2.00 End Aisle 166 Sogrape Mateus Rose 750 $1.00 End Aisle 414 Pama Pomegranate Liquor 750 $ Mouton Cadet Rouge 750 $ Bud Light 473 $0.15 End Aisle, FSI, Shopping Cart 1487 Crown Royal 750 $2.00 Shelf Extender 4101 Remy Martin VSOP 750 $10.00 Shelf Extender 4622 Newfoundland Screech Rum 750 $ Johnnie Walker Black 12 Yr 750 $4.00 Shelf Extender 8094 Deinhard Green Label Riesling 750 $1.50 End Aisle 9431 Bouchard Aine & Fils Beaujolais Superieur 750 $1.00 Shelf Extender Cointreau 375 $3.00 Shelf Extender Errazuriz Estate Carmenere 750 $1.50 End Aisle Benedictine & Brandy 750 $ Effen Vodka 750 $ Ruffino Orvieto Classico Doc 750 $1.00 End Aisle Wiser's De Luxe 1750 $2.75 Shelf Extender Prince Igor Extreme Vodka 1140 $1.00 Community Extender Pascual Toso Malbec 750 $1.00 End Aisle Marques De Riscal White 750 $1.00 End Aisle Pabst Blue Ribbon 473 $ Sleeman Original Draught 473 $ Peninsula Ridge Sauvignon Blanc VQA 750 $1.00 End Aisle Mill Street Belgian Wit 6 x 341 $ Dan Aykroyd Chardonnay VQA 750 $ Cono Sur Bicicleta Viognier 750 $1.00 POD Captain Morgan Private Stock Rum 750 $2.00 Shelf Extender Strewn Cab Sauvignon/Cabernet Franc VQA 750 $1.00 End Aisle Yellow Tail Pinot Grigio 750 $ Peninsula Ridge Shiraz VQA 750 $1.00 End Aisle Absolut Mango Vodka 750 $ Tuborg Gold Beer 500 $ Pelee Island Baco Noir VQA 1500 $1.50 End Aisle Shelf Extender, Wine Fridge A Sailor Jerry Spiced Navy Rum 750 $1.50 Shelf Extender B & G Cuvee Speciale Blanc 1500 $1.00 End Aisle Girls Night Out Chard Merlot Rose VQA 750 $ J.P. Chenet Cabernet Syrah 750 $1.00 End Aisle Wyndham Estate Bin 222 Chardonnay 750 $1.50 End Aisle 144 Promotional Turn 2

135 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Forty Creek Double Barrel Reserve Whisky 750 $ Appleton Estate Extra 750 $ Strewn Select Late Harvest VQA 375 $1.50 Discovery Extender Pelee Island Monarch Red VQA 750 $ Absolut Vodka 750 $ Bacardi Classic Mojito 750 $2.00 Shelf Extender Estrella Damm Lager 500 $0.20 Discovery Extender Cazadores Anejo Tequila 750 $3.00 Shelf Extender Metaxa Seven Star 750 $ Victoria Gin 750 $ Pasqua Pinot Grigio Delle Venezie 1500 $2.00 Shelf Extender Beefeater 24 London Dry Gin 750 $ Hpnotiq Liquor 375 $ Fireball Whisky Shooter 375 $ XOXO Pinot Grigio/Chardonnay 1500 $ Pelee Island Pinot Noir VQA 750 $1.00 Shelf Extender Pelee Island Gewurztraminer 750 $1.50 Community Extender Sandbanks Estate Riesling VQA 750 $1.00 End Aisle Sogrape Gazela Vinho Verde 750 $1.00 Community Extender KLB Raspberry Wheat Ale 473 $ Spinelli Malbec 750 $1.00 End Aisle Lindemans Bin 50 Shiraz 750 $1.00 End Aisle, FSI Cusumano Syrah Igt 750 $1.00 End Aisle, FSI Martini & Rossi Asti 1500 $ Piat D'Or Chardonnay 1500 $2.20 End Aisle Graffigna Centenario Pinot Grigio Reserve 750 $ C'Est La Vie Pinot Noir Syrah 750 $1.00 End Aisle Albert Bichot Bourgogne Pinot Noir 750 $2.00 End Aisle Sinsations - Decadent Dark Chocolate Martini 750 $ Casa Lapostolle Carmenere 750 $1.50 End Aisle Innis & Gunn Original 750 $ William Premium Cider 473 $ El Jimador Tequila Blanco 750 $ Moretti Beer 6 x 330 $ Miller Chill 6 x 355 $ Sobieski Vodka 750 $1.00 End Aisle, Wine Fridge A Megalomaniac Homegrown Riesling VQA 750 $ Mitolo Junior Shiraz 750 $1.00 End Aisle Corona Extra 6 x 330 $ Ripasso Classico Superiore Le Pezze 750 $1.00 Shelf Extender Union White VQA 750 $1.00 Marketing & Product Guide - What s Your Grape? 145

136 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Nicolas Laloux Cabernet Sauvignon 750 $ Nickel Brook Green Apple Pilsner 473 $0.20 Shelf Extender Shingle Haycutters Sauvignon Blanc Semillon 750 $1.00 End Aisle Rockstar Mango Orange 473 $0.25 Discovery Extender Palm Bay Ruby Grapefrt Sunrise Spritz 6 x 355 $ The Famous Grouse 1140 $ Luksusowa Vodka 1140 $1.00 Shelf Extender McWilliam's Hanwood Estate Cabernet Sauvignon 750 $2.00 End Aisle, FSI Tanqueray Dry Gin 1140 $1.00 Shelf Extender Jackson-Triggs Methode Cuve Clos Sparklg VQA 750 $1.00 POD Red House Wine Co. Cabernet Shiraz VQA 750 $1.00 End Aisle Hardys Butcher's Gold Shiraz Sangiovese 750 $1.50 End Aisle, FSI Patron Citronge Extra Fine Orange Liqueur 750 $ Trius Sauvignon Blanc VQA 750 $ The Pavillion Shiraz Cabernet Sauvignon 750 $1.00 End Aisle, FSI Pelee Island Secco VQA 750 $1.00 POD Hands Hot To Trot Red Blend 750 $2.00 End Aisle, FSI Top Bench White VQA 750 $1.00 End Aisle Iceberg Vodka 1140 $1.00 Shelf Extender Cave Spring Chardonnay VQA 750 $1.00 Shelf Extender Folonari Pinot Grigio Delle Venezie Igt 750 $1.00 End Aisle, FSI Finca La Linda Merlot 750 $1.00 End Aisle Graffigna Centenario Reserve Malbec 750 $1.00 Shelf Extender Crush First White VQA 750 $1.00 End Aisle, FSI The People's Wine Pinot Noir 750 $1.00 Shelf Extender Growers 1927 Original Cider 473 $ No. 3 London Dry Gin 750 $ Whitehaven Pinot Noir 750 $3.00 Discovery Extender Sundance Pink Lemonade 750 $1.00 POD Girls' Night Out Darkberry Duet 1500 $1.00 POD Veedha Doc Douro Red 750 $2.00 Discovery Extender Aberlour Highland Malt 10 Yr 750 $ Trapiche Extra Brut Sparkling 750 $1.00 POD Jacob's Creek Moscato 750 $1.00 End Aisle, Wine Fridge B Waka Waka Sauvignon Blanc 750 $2.00 Shelf Extender Tommasi Ripasso Doc Il Sestante 750 $1.00 End Aisle Jose Cuervo Especial Gold Tequila 1140 $5.00 Community Extender Jackson-Triggs Cabernet Sauvignon Cask 4000 $4.00 End Aisle Henry Of Pelham Baco Noir VQA 750 $1.00 End Aisle Big House Cardinal Zin 750 $1.00 End Aisle, FSI 146 Promotional Turn 2

137 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Woody's Pink Grapefruit 1000 $ Wkd Original Vodka Blue 4 x 330 $ Canadian Club & Ginger Ale 473 $ Bacardi Breezer 100 Cal Tropical Orange Smoothie 4 x 330 $ Bacardi Anejo 750 $ Hat Trick White VQA 750 $ Pelee Island Moscato 750 $1.00 End Aisle Pelee Island Blanc De Blanc VQA 750 $1.00 Shelf Extender Movendo Moscato 750 $1.00 End Aisle Passion Pop Pink Sparkling 750 $1.00 POD Bear Flag Soft White Blend 750 $1.00 Shelf Extender, Wine Fridge A & B Forty Creek Cream Liquor 750 $2.00 Shelf Extender Santa Rosa Pinot Grigio Chardonnay 1500 $1.00 End Aisle Red Rock Malbec Reserve 750 $2.00 End Aisle Rolling Rock 473 $0.15 Shelf Extender Growers Raspberry Cider 6 x 330 $ French Cross Dry White 1500 $ Phillips Butter Ripple Schnapps 750 $1.50 Shelf Extender Stoneleigh Marlborough Sauvignon Blanc 750 $1.50 End Aisle Cottage Block Sauvignon Bl Riesling VQA 750 $1.00 Community Extender Hayman's Sloe Gin 700 $1.50 Discovery Extender Jackson-Triggs Chardonnay Cask 4000 $4.00 End Aisle, FSI Colio Extra Dry White Bib 4000 $ Lucky Stones Red VQA 750 $1.00 End Aisle Santa Alicia Carmenere Reserva 750 $1.00 End Aisle Wolf Blass Red Label Shiraz/Cabernet Sauv 750 $2.00 Shelf Extender Canadian Club Reserve 750 $1.00 Community Extender Canadian Club Reserve 1750 $ Lucky Penny White 750 $1.50 End Aisle, FSI Dr McGillicuddy Peach Schnapps 375 $ Bulldog Gin 750 $3.00 Discovery Extender Smirnoff Premium Mixed Drinks Bluebrry Lemon 4 x 330 $1.00 Shelf Extender Cent'Are Nero D'Avola - Merlot 750 $1.50 End Aisle Centine Rosso - Toscana Igt 750 $ Frank's Redhot Caesar 4 x 355 $ Pelee Island Cabernet 750 $1.00 Shelf Extender Seagram Blood Orange 80 Calorie 6 x 355 $1.00 Discovery Extender Errazuriz Max Reserva Cabernet Sauvignon 750 $2.50 Shelf Extender Centennial 10 Year Old Limited Edition Rye 750 $ Ch Des Charmes St Davids Bench Sauv Blanc VQA 750 $1.00 End Aisle Philippe De Rothschild Merlot Vdp 750 $1.00 End Aisle Marketing & Product Guide - What s Your Grape? 147

138 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Philippe De Rothschild Cabernet Sauvignon Vdp 750 $1.00 End Aisle Gosser Beer 500 $ Cesari Mara Vino Di Ripasso Valpolicella Doc 750 $1.00 End Aisle, FSI Chopin Potato Vodka 750 $5.00 Shelf Extender Strewn Chardonnay Barrel-Aged VQA 750 $1.00 Shelf Extender Wild Vines Strawberry White Zinfandel 1500 $1.00 POD Strongbow Cider 500 $0.20 Shelf Extender Fat Bastard Shiraz Vdp 750 $1.50 End Aisle, FSI Peter Lehmann Barossa Shiraz 750 $2.00 Shelf Extender Kahlua Coffee Liqueur 1750 $5.00 Shelf Extender French Cross Cab Merlot Cask 4000 $ Cc Reserve...See# $ The Glenlivet French Oak Reserve 15 Year Old 750 $ Alize Bleu Liquor 750 $3.00 Shelf Extender Mike's Hard Lemonade 12 x 330 $ Amarula Cream 1140 $ Eastdell Black Cab VQA 750 $2.00 Shelf Extender Mott's Clamato Caesar Original 6 x 341 $ Peter Lehmann Clancy's Red Shz/Cab/Mer 750 $2.00 End Aisle, FSI Wolf Blass Yellow Label Pinot Noir 750 $2.00 End Aisle Jackson-Triggs Rose 750 $ Masi Masianco Pinot Grigio & Verduzzo Igt 750 $1.00 End Aisle, FSI Pelee Island Pinot Grigio 750 $1.00 Shelf Extender J.P Chenet Premier De Cuvee Merlot Cabernet 750 $1.00 End Aisle Pelee Island Shiraz/Cabernet 750 $1.00 Shelf Extender Yellow Tail Semillon/Sauvignon Blanc 750 $1.00 End Aisle, FSI Obikwa Cabernet Sauvignon 750 $1.00 Community Extender Jacob's Creek Reserve Shiraz 750 $2.00 End Aisle French Cross Pinot Grigio 1500 $2.00 OWP Dancing Bull Zinfandel 750 $1.00 Shelf Extender Singha Lager 6 x 330 $ Fuller's London Pride 500 $0.20 Shelf Extender, LTO Old Milwaukee 710 $ Bacardi Breezer Island Pineapple Pet 4 x 330 $ Sapporo Premium Beer 650 $0.40 Shelf Extender El Dorado Special Reserve 15 Year Old Rum 750 $ Sophia's Lemoncella 750 $ Moosehead Lager 6 x 341 $ Promotional Turn 2

139 Value Added Program Warehouse Applied LCBO# Case Conversion# Description Size (ml) VA Approved VA Mother Carton# 9365 Small Cask Brandy 750 Forty Creek Barrel Select 50 ml Prince Igor Vodka (P.E.T) 1140 Prince Igor Extreme Vodka 50 ml Prince Igor Extreme Vodka 750 Forty Creek Barrel Select 50 ml Marketing & Product Guide - What s Your Grape? 149

140 Value Added Program Sales Representative Applied LCBO# Case Conversion# Description Size (ml) VA Approved 42 Canadian Club Premium 750 CC Dock 57 Spiced 50 ml 653 McGuinness Silk Tassel 1140 Fireball 50 ml 992 Royal Reserve 1140 Wiser's DeLuxe 50 ml 2691 Tanqueray Dry Gin 750 $5.00 Kelsey's Bounce Back Card (Redeemable at all Kelsey's locations) 5959 Baileys Irish Cream 750 Ice Cream Scoop 9209 Becks 6 x 330 Beer & Cheese Pairing Small Cask Brandy 750 Forty Creek Barrel Select 50 ml Prince Igor Vodka (P.E.T) 1140 Prince Igor Extreme Vodka 50 ml Baileys Caramel Irish Cream Liquor 750 Ice Cream Scoop Russian Prince (P.E.T) 1140 Bacardi Superior 50 ml Bulleit Bourbon Frontier Whiskey 750 Glassware Black Velvet (P.E.T) 1750 Growers ml Canadian Club Premium (Pet) 750 CC Dock 57 Spiced 50 ml Southern Comfort 750 JD Honey Minis Raynal VSOP French Brandy 1140 Grant's Sherry Cask 50 ml Rickard's Original White Molson Canadian 67 6 x 341 Golf Thematic Wine value add with Rickard's White cans Jose Cuervo Especial Silver 750 Cuervo Gold 50 ml Smirnoff Ice Caesar 4 x 330 iphone Case Red Stag 750 Devil's Cut 50 ml D'Eaubonne VSOP Napoleon Brandy 1140 Fireball 50 ml Tequila Rose Liqueur (PET) 1140 Chocolate Rose Bud Jack Daniel's Tennessee Whiskey 1140 Gentleman Jack 50 ml Minis Southern Comfort 1140 JD Honey 50 ml Bacardi Superior ml Bacardi Breezer JUS Smirnoff Vodka 1140 Crown Royal 50 ml Gordons Gin 1140 $5.00 Firkin Bouce Back Card (Redeemable in all Firkin Pubs) Grand Macnish 1140 Islay Mist 50 ml Grolsch Premium Lager 4 x 450 Glassware Havana Club Anejo Blanco Rum 1140 Muddler Dewar's White Label 1140 Bacardi Oakheart 50 ml The Kraken Black Spiced Rum Tequila 50 ml Dekuyper Peachtree Schnapps Liqueur 1140 Fireball 50 ml McGuinness Long Island Iced Tea 1140 Fireball 50 ml Lamb's Navy Rum 1140 Wiser's DeLuxe 50 ml 150 Promotional Turn 2

141 Value Added Program Sales Representative Applied continued LCBO# Case Conversion# Description Size (ml) VA Approved Staff Baco Noir VQA 750 Memory Stick - Product Info Double Cross Vodka 750 Golf Ball Marker Phillips Vanilla Ripple Schnapps 750 Finger Moustache Baileys Biscotti Cream Liqueur 750 Ice Cream Scoop Crown Royal Maple Finished 750 Jigger Ketel One 1750 Cocktail Glass Seagram Lemonade (Non Carbonated) 6 x 355 Seagram logo'd 6 Pk cooler can quiver Iceberg Vodka 750 Just Add Vodka cocktail mix Dekuyper Buttershots 750 Fireball 50 ml Polar Ice Vodka (P.E.T) 1750 Wiser's DeLuxe 2 x 50 ml Guinness Draught 8 x 440 Luggage Tag Mezzacorona Pinot Grigio Trentino Doc 1500 Wine Charm Pitu Cachaca 750 Branded Glassware Hpnotiq Liquor 750 Pama 50 ml Flor De Cana Black Label 5 Year Old Rum 750 Tequila Rose 50 ml Leyenda Del Milagro Tequila Reposado 750 Branded Glassware Prince Igor Extreme Vodka 750 Forty Creek Barrel Select 50 ml Grant's Family Reserve 1140 Grant's Sherry Cask 50 ml Sleeman Original Draught 6 x x 355 ml Sleeman can Hendrick's Gin Smirnoff Green Apple Twist Vodka 750 Recipe Booklet Collectible Tea Cup & Saucer in a branded box Sleeman Honey Brown Lager 6 x x 355 ml Sleeman Sleeman Clear 6 x x 355 ml Sleeman Coors Light 6 x x 355 ml Coors Light Iced T Sleeman Cream Ale 6 x x 355 ml Sleeman Marketing & Product Guide - What s Your Grape? 151

142 Bonus AIR MILES Reward Miles LCBO# Case Conversion# Description Size (ml) Display Program BAM 307 Seagrams V.O Beefeater Dry McGuinness Silk Tassel Alberta Premium Gordons Gin Royal Reserve (P.E.T) Stock 84 VSOP Brandy Bees Chardonnay Unoaked VQA Pernod Kronenbourg x Bees Cabernet Merlot VQA Torres Sangre De Toro Prince Igor Vodka (P.E.T) Woodford Reserve Distiller's Select Bourbon Duff Gordon Brandy Veuve Clicquot Ponsardin Rose Fonseca Periquita Canada Gold Whisky (P.E.T) Danzante Pinot Grigio Delle Venezie Igt 750 Wine Fridge B Misterio Malbec Ciao Sangiovese Organic Carton Torres Coronas Tempranillo Do Mommessin Export Cuvee St Pierre Rouge 1500 Shelf Extender Folonari Pinot Noir Igt Patron Anejo Tequila Canadian Club Premium Two Oceans Chardonnay Hennessy VSOP Cognac Ruffino Chianti Classico Riserva Ducale Docg Taylor Fladgate Late Bottled Vintage Port Xplorador Cabernet Sauvignon Jaffelin Bourgogne Aligote Alberta Premium (P.E.T) French Cross Dry White Crtn X-Rated Fusion Liquor Ochakovo Premium Lager 500 BBAM Carlsberg Beer Mill Street Original Organic Lager 6 x Oggi Botter Primitivo 750 End Aisle Casillero Del Diablo Rsv Malbec Domaine Pinnacle Ice Cider Promotional Turn 2

143 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Appleton Special Gold Rum (P.E.T) Coyotes Run Pinot Gris Pinot Blanc VQA 750 End Aisle Obikwa Shiraz Konzelmann Canada Red VQA Konzelmann Canada White VQA 750 POD Warsteiner Premium Lager 6 x Flat Roof Manor Merlot Latour Ardeche Chardonnay 750 Shelf Extender Dragani Montepulciano D'Abruzzo Gibson's Finest 12 Year Old James Ready x Mission Hill Pinot Blanc VQA Five Vineyards Passion Of Portugal Red Masi Campofiorin Igt 750 End Aisle, FSI Perrier Jouet Grand Brut Champagne St. Lucia Distillers Chairman's Reserve Rum 700 Discovery Extender Laurent Miquel Pere Et Fils Chardonnay Trivento Fair Trade Malbec Bolivar Coffee Liqueur Tilia Cabernet Sauvignon Korbel Brut Sparkling Frangelico Grand Sud Merlot Big House White Copper Moon Merlot 750 End Aisle Tequila Don Julio Blanco Carl Reh Kabinett Folonari Soave Doc Xplorador Carmenere Big House Red Tini Sangiovese Di Romagna Doc 750 Shelf Extender James Oatley Tic Tok Chardonnay Sawmill Creek Pinot Grigio Chardonnay Gato Negro Cabernet Sauvignon Pknt Carmenere Okocim Pilsner Fielding White Conception VQA Longue Dog White Wyborowa Vodka Dare Red VQA Bees Merlot VQA 750 Shelf Extender 4 Marketing & Product Guide - What s Your Grape? 153

144 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Bacardi Black Skyy Vodka Bombay Sapphire London Dry Chateau De Montgueret Cremant De Loire Brut Trumpeter Cabernet Sauvignon Hardys The Gamble Chardonnay Pinot Gris Inniskillin Late Autumn Riesling VQA Ascheri Barbera D'Alba Doc Bees Grower's White VQA 1500 End Aisle Baltika Brugal Anejo Merlot Lodi Pelee Island Passage White 1500 End Aisle Cupcake Chardonnay Baden Pinot Noir Stlto Merlot-Malbec Schmitt Sohne Mosel Gold Riesling Bbq Barbera Piemonte Doc Big House The Birdman Pinot Grigio 750 Wine Fridge A Foral Douro Polar Ice Vodka The People's Wine Pinot Gris Alberta Pure Vodka Jaffelin Pouilly-Fuisse Collingwood Santa Carolina Cabernet Sauvignon/Merlot Les Jamelles Merlot Vin De Pays D'Oc Mouton Cadet Reserve Blanc Robert Mondavi Woodbridge White Zinfandel Villa Sandi Prosecco Doc 750 Shelf Extender Castello Del Poggio Moscato Frizzante B & G Partager Merlot Campo Maccione Morellino Di Scansano Docg 750 Shelf Extender Luccarelli Primitivo Puglia Igt 750 End Aisle Berco Do Infante Reserva Monte Da Cal Quartetto Red Pisa Liqueur Silent Sam Vodka Caliterra Cabernet Sauvignon Promotional Turn 2

145 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Robert Mondavi Woodbridge Cabernet Sauvignon Santa Carolina Chardonnay Mythique Languedoc Blanc Aop Arbor Mist White Pear Pinot Grigio Catastrophe White VQA Catastrophe Red VQA Cupcake Red Velvet Inniskillin Pinot Noir VQA 750 End Aisle Canada Gold Whisky (P.E.T) Le Parisien Pinot Noir Pays D'Oc Adobe Reserva Sauvignon Blanc Organic Ken Forrester Petit Chenin Blanc Tommasi Poggio Al Tufo Sangiovese Cabernet Sauv 750 Shelf Extender Tommasi Amarone Classico Doc Il Sestante 750 Shelf Extender D'Oh Piemonte Doc Dolcetto A.Le Coq Premium Beer 500 BBAM Hungaria Sauvignon Blanc Grant Burge Summers Chardonnay La Posta Cocina Tinto Blend Redtree Moscato Las Moras Reserve Chardonnay Smoking Loon Old Vine Zinfandel Las Mulas Organic Sauvignon Blanc Reserve Errazuriz Max Reserva Sauvignon Blanc 750 BBAM Ron Zacapa 23 Centenario Rum G. Marquis The Red Line Merlot VQA G. Marquis The Red Line Riesling VQA 750 End Aisle Caliterra Sauvignon Blanc Uma Coleccion Torrontes 750 POD Batasiolo Moscato D'Asti Docg Dla Rei Aquinas Pinot Noir Casillero Del Diablo Rsv Cab/Sav Alexander Keiths Original Cider Skinnygrape Chardonnay Joseph Drouhin Chablis Drouhin Vaudon Forty Creek Copper Pot Reserve 750 Shelf Extender Giol Pinot Grigio Organic Igt 750 Green Extender Place In The Sun Shiraz Buton Vecchia Romagna Brandy Whyte & Mackay Special Reserve Marketing & Product Guide - What s Your Grape? 155

146 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Alvinte Albarino D.O. Rias Baixas Montes Limited Selection Cabernet Sauv Carmenere Mitolo Junior Cabernet 750 Hero Les Jamelles Cabernet Sauvignon Van Loveren Sauvignon Blanc Chardonnay Alamos Cabernet Sauvignon Calvados Boulard French Cross Chardonnay Bag In Box Chateau Joinin Ruffino Aziano Chianti Classico Docg Canadian Club Classic Skinnygirl Bare Naked Vodka Three Olives Smores Vodka 750 Community Extender Faustino Vii Red Rioja Stradivarius Fine Moscato Grappa Villa Pozzi Merlot Gilles Louvet O Chardonnay Organic 750 BBAM Wolf Blass Red Label Semillon/Sauvignon Blanc Santa Carolina Merlot Reserva Crazy Uncle Spiced Cola Bitters & Mint Julep Hardys Stamp Series Chardonnay/Semillon Prison Break Pilsner Amarula Cream Santa Carolina Merlot Bolla Pinot Grigio Delle Venezie Igt Schneider Weisse Banff Ice Vodka Jackson-Triggs Merlot Dragani Montepulciano D'Abruzzo Appleton Estate V/X Herradura Reposado Tequila Banff Ice Vodka French Cross Blush Robert Mondavi Private Selection Pinot Noir Citra Sangiovese Terre Di Chieti Moet & Chandon Nectar Imperial Marcus James Malbec Appleton Special Gold Rum Promotional Turn 2

147 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM J. Bouchon Sauvignon Blanc Grolsch Premium Lager 500 Shelf Extender Iceberg Vodka Forty Creek Barrel Select Eastdell Rose VQA Jackson-Triggs Blk Series Cab Fr/Cab Sauv VQA Veuve Clicquot Brut Champagne Casillero Del Diablo Rsv Shiraz Cesari Chardonnay Delle Venezie Black Tower Dornfelder Pinot Noir 750 Shelf Extender Finlandia Lime Vodka Trius Cabernet Sauvignon VQA Casal Thaulero Sangiovese Igt Ruffino Lumina Pinot Grigio Igt Louis Bernard Cotes Du Rhone White Argento Cabernet Sauvignon Kittling Ridge White Zinfandel/Vidal 1500 End Aisle Tito's Handmade Vodka Broker's Premium London Dry Gin Forty Creek Barrel Select Whisky 1140 Shelf Extender Eastdell Unoaked Chardonnay VQA Sogrape Vila Regia Reserve 750 Community Extender Errazuriz Max Reserva Shiraz 750 BBAM Grange Of PEC Gamay Noir VQATrumpour's Mill Hungaria Grande Cuvee Brut Matua Valley Hawkes Bay Sauvignon Blanc Monkey Bay Sauvignon Blanc Dragani Pinot Grigio Trebbiano Casillero Diablo Rsv Carmenere Montecillo Reserva Straccali Chianti Docg 750 Shelf Extender Yvon Mau Colomb Chard Vdp 750 Shelf Extender Labet Cotes Du Rhone Rouge Aoc A De Luze & Fils Chateau Bel Air Banrock Station Unwooded Chardonnay Carton Ciao Bianco Pinot Grigio Carton 1000 Wine Fridge A French Cross Shiraz Cask Ekstra 500 BBAM 1 5 Marketing & Product Guide - What s Your Grape? 157

148 Bundled Bonus AIR MILES Reward Miles BBAM Option LCBO# Description Size (ml) BAM BBAM Amount Errazuriz Max Reserva Sauvignon Blanc Errazuriz Max Reserva Shiraz O Pinot Noir By Gilles Louvet Organic Gilles Louvet O Chardonnay Organic Ochakovo Premium Lager A.Le Coq Premium Beer Ekstra Grey Goose Vodka Grey Goose La Poire Vodka Grey Goose Cherry Noir Option 1 - Buy the two listed products at the same time and receive the Bundled Bonus AIR MILES Option 2 - Buy two of the same listed product and receive the Bundled Bonus AIR MILES Option 3 - Buy three of the same listed product and receive the Bundled Bonus AIR MILES Option 4 - Buy two of the three listed products and receive the Bundled Bonus AIR MILES Total BAM 158 Promotional Turn 2

149 Necktags LCBO# Case Conversion Description Size (ml) NT Approved Canada Gold Whisky 750 Canada Rocks with Canada Gold Jackson-Triggs Sauv Blanc Black Series VQA St Remy A La Creme 750 Cocktails 750 Rocky Mountaineer Contest Innis & Gunn Rum Finish 330 Product Knowledge Malibu Black Coconut Flavoured Rum 750 Recipe Martini & Rossi Asti 750 Martini 150th Anniversary Contest Gato Negro Merlot 750 Food Pairing Info Wheel Wkd Original Vodka Blue 4 x 330 WKD Cocktails Thalia Sauv Blanc Vilana 750 Project Hope Absolut Grapevine 750 Recipe Villa Wolf Pinot Noir, Pfalz 750 Donation: PMH Lamb's Black Sheep Spiced Rum 750 Recipe The Dreaming Tree Crush Red Blend 750 Product Information Canadian Club Classic 750 New Packaging Canadian Club Reserve 1140 New packaging Jackson-Triggs Black Series Meritage VQA 750 Rocky Mountaineer Contest Bodega Norton Cabernet Sauvignon 750 Winemaker of the Year Absolut Raspberri Vodka 750 Recipe Absolut Apeach Vodka 750 Recipe Creekside Sauvignon Blanc VQA 750 Sauvignon Blanc 101- Product Info Marketing & Product Guide - What s Your Grape? 159

150 Display Table Merchandising Guidelines The following section provides direction on merchandising Nesting and Promo Tables. If you have any questions, please contact your store s Regional Visual Merchandiser or visual.merchandising@lcbo.com.

151 Merchandising Display Tables Display Table Themes The Nesting Table Map is used for all of the Nesting Table Layouts. The products have been selected by Category Management and arranged by Visual Merchandising according to the like-with-like and colour/size/type principles to accomplish a balanced, easy-to-shop display. Please merchandise the tables according to the themes provided. These themes have been selected to integrate with the Promotional Theme and to maximize sales potential. Product Orders Example of colour, size, type Example of like with like For each Nesting Table, please order two or three cases of each of the participating products. For each Promo Table, please order two or three cases of each of the six to eight participating products. The Store Manager may modify product selections, based on customer buying patterns and demographics but alternative products should match the theme. 162 Promotional Turn 2

152 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. Nesting Table Baskets All nesting tables must have a basket on each corner of the table. Select one product to merchandise in each basket to complement the theme. Sign the product with metal sign holders and black sign inserts. Each medium-sized basket holds two cases of 750 ml product or one case of 1000 ml /1500 ml product. Example of basket with sign Marketing & Product Guide - What s Your Grape? 163