Product Guide. Trade Copy. Promotion Dates: April 26 - May 23, 2009

Transcription

1 M arketing & Product Guide Promotion Dates: April 26 - May 23, 2009

2 Introduction... 4 Thematic Signage... 5 Advertising Participating Stores Pod Program Mother s Day Victoria Day Gifting & Packaging Promotional Fixture Corporate Promotional Programs.. 57 Ontario Superstars Mixed Drinks Premium/Specialty Beer Program Special Events Table of Contents Sold Space Program End Aisle Display Brands Shelf Extenders Discovery Shelf Extenders Community Extenders - C&D Stores.. 69 Green Extenders IMAGE Shelf Talker Program Limited Time Offers Value Added Program Air Mi l e s Bundling Bonus Air Mi l e s Promotion. 81 Necktags Contests Fo o d & Dr i n k STORES WITH DISPLAY TABLES WILL HAVE AN EXTRA SECTION AT THE BACK OF THIS GUIDE. Liquor Control Board of Ontario, 2009 No part of this guide may be reproduced or transmitted in any form by any electronic, mechanical or other means, including photocopying, recording, or used in any store retrieval system, without permission in writing from the Liquor Control Board of Ontario. Liquor Control Board of Ontario Marketing Communications - Dept. # Lake Shore Blvd. East Toronto, Ontario M5E 1A4 The information contained in this publication is for the Liquor Control Board of Ontario internal use only. Published in Canada. Printed on 100% recycled paper. 2 Promotional Turn 2: Open for Summer

3 Promotional Guide

4 Overview Introduction For the past several years, the LCBO has welcomed the onset of warm weather with a big cocktail push in June. This year we ve opted to try something new. We will use our May promotion to tease our customers about the warmer days that are just around the corner. Spring is a time of renewal and rejuvenation when we shed the weight of a long cold winter. Everything gets lighter, including food and drink choices. This promotion is no exception, we ll feature fresh ingredients and clean, light flavours. We hope to inspire customers to welcome spring, start fresh and lighten up with seasonal entertaining solutions that are delicious and completely effortless. 4 Promotional Turn 2: Open for Summer

5 Thematic Signage

6 Component Where to install sign Re-order Code Images End Aisle Backer Cards Dimensions: 30 w x 24 h Hero Display Banner Stand Insert Dimensions: 20 w x 70 h These signs are made from recyclable material. Pricer Cards These signs are made from recyclable material. Dimensions: 8 w x 7 h These signs are made from recyclable material. Where Product Code Generic Open for Summer End Aisle 1 Corona Extra / Corona Light End Aisle 2 Forty Creek Barrel Select Whiskey End Aisle 3 Alexander Keith s Red Amber Ale / Pale Ale End Aisle 4A Naked Grape / Jackson-Triggs / Sawmill Creek End Aisle 4B Three Thieves Bandit / Banrock Station End Aisle 5 Prince Igor Extreme End Aisle 6 Smirnoff Mojito / Pomegranate Martini / Tuscan Lemonade End Aisle 7 Sauza Gold / Sauze Mango End Aisle 8A Grolsch Blond / Pilsner Urquell End Aisle 8B Sleeman Honey Brown Lager / Original Draught / Cream Ale End Aisle 9A Vex Hard Kiwi Mango Lemonade / Bananatini / On the Beach End Aisle 9B Vex On the Beach / Hard Kiwi Mango / Pink Lemonade End Aisle 10 Disaronno Amaretto / Cazadores Reposado Tequila End Aisle 11 Southern Comfort End Aisle 12A Pomtini Pomegranate and Blueberry / Vodka & Pomegranate Cooler / Appletini End Aisle 12B Woody s 99 Blueberry / Woody s 99 Orange End Aisle 13 Finlandia Vodka / Finlandia Lime End Aisle 14 Alize Mango Passion / Gold Passion / Bleu Liquor End Aisle 15 Smirnoff Twisted Wild Grape / Strawberry End Aisle 16 El Dorado 12 Year Old / El Dorado Demerara Year Old End Aisle 17 The Margarita King / The Margarita King Pomegranate End Aisle 18 Pama Pomegranate Liquor End Aisle 19 Trailhead Lager / Black Oak / Niagara s Best Blonde End Aisle 20 Glenmorangie The Quinta Ruban / The Lasanta / Single Malt Hero Display # Hero Display # Thematic Signage generic backer card branded backer card 6 Promotional Turn 2: Open for Summer

7 Thematic Signage Component Where to install sign Re-order Code Images Thematic Insert Dimensions: 20 w x 70 h Window Showcards Dimensions: 28 w x 45 h This sign is made from recyclable material. This sign is made from recyclable material. Metal Thematic Banner Stand (at front of store) Window Showcard Order of Signs: 1. Open for Summer 2. Girl with Hambugers 3. Bucket CONTINUE THE PATTERN OF SIGNS IN THE SAME ORDER # # # # Marketing & Product Guide 7

8 Thematic Signage Component Where to install sign Re-order Code Images Perimeter Transparency Dimensions: 28.5 w x 28.5 h Perimeter Transparency Dimensions: 28.5 w x 28.5 h Perimeter Transparency Dimensions: 28.5 w x 28.5 h Perimeter Transparency Dimensions: 28.5 w x 28.5 h Install in the light box closest to the main doors of the store. 1. Open for Summer Install in the second light box closest to the main doors of the store. 2. Bucket Install in the third light box closest to the main doors of the store. 3. Ice Cream Install in the fourth light box closest to the main doors of the store. 4. Empty Glass CONTINUE THE PATTERN OF SIGNS IN THE SAME ORDER # # # # Promotional Turn 2: Open for Summer

9 Thematic Signage Component Where to install sign Re-order Code Images Perimeter Banner Dimensions: 30 w x 30 h Perimeter Banner Dimensions: 30 w x 30 h Perimeter Banner Dimensions: 30 w x 30 h Order of Signs: 1. Open for Summer 2. FRONT: Ice Cream BACK: Bucket 3. FRONT: Glasses with Grapes # # BACK: Empty Glasses # Marketing & Product Guide 9

10 Thematic Signage Component Where to install sign Re-order Code Images Power Aisle Banner Install on first set of ceiling hooks, nearest the front # of the store and over the Dimensions: Power Aisle. 45 w x 30 h Power Aisle Banner Dimensions: 45 w x 30 h Social Responsibility Vinyl Cling 1. Open for Summer Install on second set of ceiling hooks, nearest the front of the store and over the Power Aisle. 2. FRONT: Ice Cream BACK: Empty Glasses ALTERNATE THE SIGNS IN ORDER AS YOU CONTINUE THE PATTERN Install on Exit Door ALWAYS REMOVE THE PREVIOUS VERSION # # (English) # (French) 10 Promotional Turn 2: Open for Summer

11 Thematic Signage Component Where to install sign Re-order Code Images Exterior Banner Dimensions: Banner: 43 w x 78 h Exterior Banner Dimensions: Banner: 43 w x 78 h Exterior Banner Dimensions: Banner: 43 w x 78 h Tasting Bar / Backlit Dimensions: 21 15/16 w x 32 9/16 h This sign is made from recyclable material. Install on outside of your store. Order of signs 1. Open for Summer # Girl with Hamburgers # Bucket CONTINUE THE PATTERN OF SIGNS IN THE SAME ORDER Tasting Bar or Backlit Sign Holder # # Marketing & Product Guide 11

12 Component Code Notes: Mixed Drink Poster Tall & Cool / Pretty in Pink Mixed Drink Poster Berry Rickey / Nightlife Martini Mixed Drink Recipe Card Tall & Cool / Pretty in Pink Mixed Drink Recipe Card Berry Rickey / Nightlife Martini Mixed Drinks Drum Sign % Delicious On shelf LTO Shelf Talkers On shelf AIR MILES Shelf Talkers On shelf New Product Shelf Talkers On shelf BBAM Shelf Talkers On shelf Image Shelf Talkers On shelf Thematic printed pricer cards On shelf Thematic regular extender strips On shelf Thematic community extender strips On shelf Thematic Discovery extender strips On shelf Thematic blank shelf talkers (bundled in 20 s) On shelf Thematic blank pricer cards (bundled in 50 s) On shelf Thematic blank extender strips (15 s) On shelf Go Green Extender Ontario Wine Popular Pick Backer card & Shelf Talkers Ontario Wine Superstars Full Kit Superstar Complete Kit Ontario Wine Superstars SuperStar Shelf Talkers Only Pod - Hot Pod Kit Version Malibu Melon Rum / Malibu Coconut Pod - New Pod Kit Version Mike-arita Cocktail / Mike s Mojito Cocktail Pod - Premium Pod Kit Eight Below Vodka / Forty Creek Double Barrel Reserve Pod - Pricer Cards Pricer Cards (6 versions) Promo Fixture - Gifting Gift sign Promo Fixture Sign (short) Fresh Ideas Promo Fixture Sign (long) Fresh Ideas Promo Fixture Shelf Talkers Fresh Ideas (9 versions) These signs are all made from recyclable material. 12 Promotional Turn 2: Open for Summer

13 Advertising

14 14 Open for Summer Free Standing Insert Advertising We are featuring 26 products. A variety of ready-to-drink product are on Bundling Bonus Air Miles. Circulation The Open for Summer FSI will drop on May 2nd and May 3rd in the following publications: Globe & Mail Ottawa Sun Kingston Whig-Standard Toronto Star London Free Press Sudbury Star Ottawa Citizen Hamilton Spectator Kitchener-Waterloo Toronto Sun Windsor Star Record Participating Products LCBO # Description Format 2253 Disaronno Originale Amaretto 750 ml 8128 Wolf Blass Green Tier Chardonnay Pet 750 ml Smirnoff Ice 4pk 4x330 ml Prince Igor Extreme Vodka* 1140 ml Creemore Springs Traditional Pilsner 473 ml Espiritu De Chile Sauvignon Blanc 750 ml Peller Estates French Cross Blush Crtn 1000 ml Eight Below Luxury Vodka 750 ml Bacardi Classic Mojito 750 ml Woody s 99 Orange 4 x 330 ml Naked Grape Chardonnay Spritzer 4 x 341 ml Naked Grape Zinfandel Spritzer 4 x 341 ml Mike-arita Cocktail 355ml can 355 ml Malibu Melon Rum Liquor 750 ml Smirnoff Tuscan Lemonade 750 ml Appleton Estate Reserve Jamaica Rum* 750 ml Patriarche Pisse-Dru Beaujolais Blanc 750 ml La Vieille Ferme Cotes Du Luberon 750 ml Pilsner Urquell 6 Pk-B + 6 x 330 ml Mike s Hard Cranberry Lemonade 4k 4x Forty Creek Barrel Select* 1140 ml Pomtini 4pk 4x330 ml Vex Hard Kiwi Mango Lemonade 6pk 6x341 ml Bacardi Breezer Tropical Orange Smoothie 4pk 4x330 ml Woody s Pink Grapefruit 4pk 4x Alexander Keith s India Pale Ale 6 Pk-B 6 x 341 ml Promotional Turn 2: Open for Summer

15 Advertising go LOCAL Free Standing Insert We have picked our 10 favourite local wines for summer and partnered with a local chef who has paired the wines with his recipes. The FSI explains our choices and the importance of going local. Circulation The go LOCAL FSI will drop May 9th in the following publications: Toronto Star Ottawa Citizen Hamilton Spectator Participating Products LCBO # Description Format 4051 Henry of Pelham Cuvee Catharine Rosé Brut VQA 750 ml Peller Estates Ice Cuvee VQA 750 ml Girl s Night Out Merlot Chardonnay Rosé VQA 750 ml Inniskillin Brae Blanc Reserve VQA 750 ml Sibling Rivalry Red 750 ml Konzelmann Pinot Blanc VQA 750 ml Cave Spring Riesling VQA 750 ml Cave Spring Dry Rosé VQA 750 ml Pelee Island Pinot Noir Reserve VQA 750 ml Trius Merlot VQA 750 ml Marketing & Product Guide 15

16 16 Promotional Turn 2: Open for Summer

17 Column Heading Hero Display Thematic Banner Insert POD Program End Aisles Backer Cards Regular & Community Extenders Discovery Extenders Green Extenders Exterior Banners Window Showcards Power Aisle Banners Perimeter Signs Promo Fixture Ends Promo Tables Ontario Wine Superstars Ontario Popular Picks Par ticipating Stores Key Number of Inserts shipped Number of Inserts shipped 3 = Store builds all three Pods Number of Sold End Aisles and (P)remium or (S)tandard Flight Number of Backer Cards shipped for each period Number of Regular Extenders shipped See Sold Space Program Extender Section for participating extender locations. 5 = Community Extender Program Number of Discovery Extenders shipped Number of Green Extenders shipped Number of Exterior Banners shipped, or (T) = Number of Exterior Transparencies shipped Number of Window Showcards shipped Number of Power Aisle Banners shipped Number of Perimeter Banners shipped, or Number of Perimeter Transparencies shipped Number of Promo Fixture End Aisles S = Square Table R = Round Table Y = Store recieves the complete signage kit, or ST = Store only recieves the Shelf Talkers Yes = Store participates in the program Beer Specialty Program Mixed Drink Yes = Store participates in the program Yes = Store participates in the program

18 Region 1 - District 2 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y 1R Y Y S Y Y ST Y S Y S ST Y ST Y S Y 1R Y Y ST Y ST Y S ST Y ST Y ST Y P Y Y ST Y ST Y ST Y ST Y ST Y S ST ST Y ST Y Y ST Y ST Y ST Y ST Y 18 Promotional Turn 2: Open for Summer

19 Participating Stores Region 1 - District 3 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y Y ST Y ST Y ST Y ST Y S ST Y S ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y Marketing & Product Guide 19

20 Region 1 - District 15 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y 1 Y ST Y P Y 1R Y Y ST S Y S Y Y ST Y S Y 2 4R Y Y ST Y ST Y S Y 1R Y Y S Y Y ST Y ST Y ST Y P Y 1R Y Y S Y Y Y ST Y S Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y 20 Promotional Turn 2: Open for Summer

21 Participating Stores Region 1 - District 16 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y Y S ST Y ST Y ST Y ST Y ST Y ST Y ST Y S ST Y ST Y S ST Y ST Y ST Y ST Y S Y Y ST Y ST Y ST Y ST Y S Y Y ST Y ST Y ST Y Marketing & Product Guide 21

22 Region 1 - District 19 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y Y S ST Y S Y ST Y ST Y ST Y ST Y S Y Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y S Y 1R Y Y S Y Y Y S Y 1R Y 22 Promotional Turn 2: Open for Summer

23 Participating Stores Region 1 - District 24 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S ST S ST Y ST Y S Y Y S Y 1R Y S Y 1 Y ST Y S Y Y ST Y S ST Y ST Y ST Y ST Y ST Y ST Y S ST S Y 1R Y ST Y ST ST Y ST Y ST Y ST Y ST Y ST Y S Y Y Y ST Y ST Y ST Y Marketing & Product Guide 23

24 Region 2 - District 8 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink P Y 1 Y Y S Y S Y S Y Y Y S Y Y S ST Y ST Y S ST Y S ST Y S ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y S Y 1R Y ST ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y 24 Promotional Turn 2: Open for Summer

25 Participating Stores Region 2 - District 9 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink P Y P Y 2 Y Y S Y ST Y ST Y S Y 1R Y P Y 1 1R Y P Y 1R Y Y P Y Y P Y 1R Y S Y Y P Y 2 Y Y S Y 1R Y ST Y P Y 1R Y ST ST ST Y ST Marketing & Product Guide 25

26 Region 2 - District 10 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S ST Y ST S ST Y Y 1R Y ST Y S ST Y ST Y ST Y ST Y ST Y P Y Y ST Y ST Y S ST Y ST Y ST Y ST Y S Y Y ST Y ST Y ST Y P Y Y Y ST Y S Y 2R Y S ST Y Y P Y 1 5R Y Y 2 26 Promotional Turn 2: Open for Summer

27 Participating Stores Region 2 - District 17 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y Y ST S Y S Y S Y Y ST ST Y S Y 1 R Y S Y 1 Y S Y 1 5R Y S Y Y S Y 1R Y S Y Y S Y 1R Y ST Y ST Y ST Y ST Y S Y ST Y S Y Y ST Y P Y 1 R Y Y S Y 1R Y Y Marketing & Product Guide 27

28 Region 2 - District 20 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink P Y 1 Y Y S Y 1 1R Y Y S Y ST ST ST Y S Y 1R Y ST Y S Y 1R Y S Y ST Y ST Y ST Y S ST Y ST Y ST Y ST Y ST Y S Y Y Y S Y Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y S ST Y ST Y 28 Promotional Turn 2: Open for Summer

29 Participating Stores Region 2 - District 26 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y 1R Y Y S Y S Y Y Y S Y ST Y ST Y S Y Y S Y S ST Y S ST Y ST Y ST Y ST Y P Y 1R Y S Y Y ST ST Y ST Y ST Y ST Y ST Y ST Y P Y Y P Y 2 Y Y S Y ST Y Marketing & Product Guide 29

30 Region 3 - District 1 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink P Y 3R Y Y P Y 1R Y S Y 1 Y Y S Y Y ST Y P Y 1 R Y P Y 2 2 Rs Y Y S Y 3 Y Y S Y 1R Y Y S Y 1 Y Y ST S ST S Y Y S ST Y S Y 1 1R Y ST Y ST Y S Y 1 1 Y 2 30 Promotional Turn 2: Open for Summer

31 Participating Stores Region 3 - District 11 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink P Y 1R Y Y P Y Y Y P Y Y S Y Y Y S Y Y Y S Y ST S Y 1 Y Y S Y 1R Y Y S Y 1 Y S Y 3 5R Y Y S Y P Y Y P Y 1R Y Y P Y 1 1R Y Y S Y 2 3R Y S Y Y Marketing & Product Guide 31

32 Region 3 - District 12 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y 1 Y Y S Y 1R Y Y S Y Y P Y 2 Y Y S Y Y S Y 1R Y Y ST S Y S Y Y P Y Y Y S Y Y S Y S Y Y S R Y P Y ST S Y Y P Y Y 32 Promotional Turn 2: Open for Summer

33 Participating Stores Region 3 - District 13 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink P Y P Y 5 Y Y S Y P Y S Y S Y Y P Y 1 1R Y Y P Y Y Y P Y 3R Y ST Y ST P Y Y P Y Y ST P T Y Y Y ST Y P Y 1R Y Y ST Marketing & Product Guide 33

34 Region 3 - District 14 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink P Y 1R Y Y S Y S Y S Y 1 Y Y S Y 1R Y S Y Y S Y 1 R Y P Y 1R Y P Y 1 1R Y S Y 1R Y S Y Y S Y S Y S Y 1R Y P Y 2 4 Y Y ST ST S Y 1R Y Y 2 34 Promotional Turn 2: Open for Summer

35 Participating Stores Region 3 - District 18 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y 1 1R Y Y P Y S Y 2R Y P Y Y P Y 2 4R Y S Y Y S Y 1R Y P Y Y P Y 3 2R Y P Y 1 Y Y ST Y S Y Y P Y 1 1R Y Y S Y Y P Y 1R Y Y S ST Marketing & Product Guide 35

36 Region 3 - District 22 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink ST P Y S Y Y Y S Y ST S Y Y Y P Y 1 1R Y Y ST P Y 1 Y Y P Y 4 1R Y Y P Y 1 1R Y Y Y P Y 1R Y P Y 2 Y Y S Y Y S Y Y 36 Promotional Turn 2: Open for Summer

37 Participating Stores Region 4 - District 4 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S ST S Y 1R Y ST Y S Y Y S ST Y S ST Y ST Y ST Y ST Y ST Y S Y Y ST Y Y ST Y ST Y S Y Y S Y Y S Y 1R Y ST Y ST Y ST Y P Y 1 Y Y ST Y ST Y ST S Y Y S Y 1R Y S ST ST Y ST Y Marketing & Product Guide 37

38 Region 4 - District 5 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink P Y S Y Y S Y Y ST Y ST Y ST Y S Y Y S Y 1 1R Y ST Y S ST ST Y ST Y ST Y ST Y S Y ST Y ST Y ST Y ST Y P Y 1 1R Y Y ST Y S Y 1 Y Y Y S Y Y ST Y ST Y ST Y S Y 1 1R Y Y P Y 1R Y 38 Promotional Turn 2: Open for Summer

39 Participating Stores Region 4 - District 6 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y ST S Y Y S Y 1R Y Y P Y 3 3R Y Y ST Y S ST Y ST Y S 5 5 ST Y ST Y S Y 1R Y Y Y S Y Y ST Y S Y Y S Y Y P Y 1 Y Y ST Y S Y 1 1R Y Y S Y 1 Y Y S Y 1R Y Y S Y 1 2R Y P Y 1R Y 2 Marketing & Product Guide 39

40 Region 4 - District 7 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S Y S ST Y S Y Y ST ST Y S Y S Y Y S ST Y S Y Y Y Y ST Y ST Y S Y ST Y ST Y S Y Y Y ST Y S Y S Y Y S Y ST Y ST Y ST Y S Y ST Y ST Y P Y 1 1R Y ST Y S Y Y Y 40 Promotional Turn 2: Open for Summer

41 Participating Stores Region 4 - District 21 Region District Store # Hero Display POD Program Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink P Y 5R Y Y S Y Y P Y 2R Y Y P Y Y Y S Y Y Y S Y Y ST S Y Y S Y 1R Y S ST S ST S Y S Y S Y 1 1R Y Y P Y Y Y S Y S Y 1 2R Y P Y 1R Y ST P Y 1 2R Y Y Marketing & Product Guide 41

42 Region 4 - District 25 Region District Store # Hero Display POD Program Sold End Aisle Participating Stores Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BRTD Green Extenders Exterior Banner Window Showcards Perimeter Banners Perimeter Transparencies Power Aisle Banners Promo Fixture Ends Feature Gift Nesting Tables Promo Table Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink S ST Y S Y Y S Y Y Y S Y 1R Y S ST Y ST Y ST Y S Y Y S Y Y ST Y S ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y ST Y S Y 1 2R Y Y ST Y ST Y ST Y ST Y ST Y S Y Y ST Y ST Y ST Y 42 Promotional Turn 2: Open for Summer

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

44 Hot Product Pod - Malibu Melon Rum Liquor / Malibu Coconut Rum Liquor Pod Program Malibu Melon Rum Liquor 750 ml Create the season s hottest cocktails with this brand new Malibu flavour that captures the essence of light, luscious melon Malibu Coconut Rum Liquor 750 ml Give your cocktails Caribbean flair and the taste of coconut with classic Malibu or simply add to your favourite mix! These Products are not being force-shipped. Please ensure you order (adjust your MINS) and have sufficient quantity to build and maintain the POD display throughout the promotion. Components: Flat Merchandiser Preprinted Pricer Card (2 versions) New Product Pod - Mike-arita Cocktail / Mike s Mojito Cocktail Mike-arita Cocktail 355 ml Try the newest taste of summer! Blending tequila and lime, Mike s latest addition is an amazing Margarita, always ready to serve Mike s Mojito Cocktail 355 ml From coolers to cocktails, Mike s introduces this authentic-tasting Cuban classic, the Mojito. Conveniently pre-mixed, of course! These Products are not being force-shipped. Please ensure you order (adjust your MINS) and have sufficient quantity to build and maintain the POD display throughout the promotion. Components: Flat Merchandiser Preprinted Pricer Card (2 versions) 44 Promotional Turn 2: Open for Summer

45 Pod Program Premium Product Pod - Eight Below Luxury Vodka / Forty Creek Double Barrel Reserve Eight Below Luxury Vodka 750 ml A subtle hint of Niagara Icewine is added to quadruple-distilled vodka. The result is smooth, clean and sophisticated Forty Creek Double Barrel Reserve 750 ml This Ontario boutique distillery blends three aged whiskies, then re-barrels them to create a creamy softness, rich in spice. These Products are not being force-shipped. Please ensure you order (adjust your MINS) and have sufficient quantity to build and maintain the POD display throughout the promotion. Components: Flat Merchandiser Preprinted Pricer Card (2 versions) Marketing & Product Guide 45

46 Product Planogram NP NH N Premium Product Pod Eight Below/Forty Creek FACE PRODUCT Hot Product Pod Malibu Liquor FACE PRODUCT New Product Pod Mike s Cocktail FACE PRODUCT FACE PRODUCT FACE PRODUCT FACE PRODUCT BACKER CARD BACKER CARD BACKER CARD Front of Store T R A F F I C F L O W T R A F F I C F L O W T R A F F I C F L O W Backer Cards The HOT & PREMIUM PODs should be built in the power aisle or in another prominent location. NEW Po d - Mi k e s Hot Pod - Malibu The NEW Pod should always be built at the front of the store (in the power aisle). Pod Program Pr e m i u m Po d - Ei g h t Be l o w / Fo r t y Cre e k 46 Promotional Turn 2: Open for Summer

47 Mother s Day

48 Overview Whether you re simply looking for a beverage to serve or for a menu-pairing option, we have a small selection of Beers, Wines and Spirits that are great solutions for Mothers Day. Promotion Dates Ship date: April 27, 2009 Install: Upon receipt Participating Stores All Stores. Participating Products LCBO # Description Format 8771 Voyant Chai Cream Liquor 750 ml Veuve Clicquot Ice Jacket 750 ml Morte Subite Kriek 375 ml Voga-Quattro 750 ml Jacob s Creek Sparkling Rose 750 ml Young s Double Chocolate Stout 500 ml Grey Goose La Poire Vodka 750 ml Morte Subite Framboise 375 ml Tequila Rose Cream Liquor 750 ml Angels Gate Sussreserve Riesling VQA 750 ml Hendrick s Gin 750 ml Fruili 250 ml Merchandising Instructions Mother s Day May 10, 2009 Install the pre-printed shelf-talkers (12 versions) in front of each corresponding product in their regular shelf location. 48 Promotional Turn 2: Open for Summer

49 Victoria Day

50 Overview Victoria Day May 17, 2009 As the warm-weather approaches, we have a small number of easy-solution products for a no-fuss long weekend. From Ready-to-Drink products Wines and Spirits, just chill, serve on ice, add mix or pair with a recipe. Promotion Dates Ship date: May 4, 2009 Install: Upon receipt Participating Stores All Stores. Participating Products LCBO # Description Format 42 Canadian Club 750 ml Peller Estates French Cross Pinot Grigio Carton 1000 ml Mommessin Beaujolais Grande Reserve Aluminum Bottle 750 ml Vex Pink Hard Lemonade 6 x 341 ml The Margarita King 750 ml Polar Ice Arctic Berry Vodka 750 ml Bacardi Classic Mojito 750 ml Bombay Sapphire London Dry 750 ml Dr. McGillicuddy Fireball Whisky Shooter Liquor 750 ml Jackson-Triggs Okanagan Merlot VQA 750 ml Merchandising Instructions Install the pre-printed shelf-talkers (10 versions) in front of each corresponding products in their regular shelf location. 50 Promotional Turn 2: Open for Summer

51 Gifting & Packaging Please Note - These items are always available for ordering: Year Round Gift Wrapping Kit ( ) Order from your supplying warehouse Plexi Gift Bag Holder Order from IMAGE Hotline (order# GFT 100) Generic Header Card for the Acrylic Gift Card Holder Order from IMAGE Hotline (order #GFT 095)

52 Overview During our P2 promotion we will be highlighting a teal blue organza fabric bottle bag accented with orange daisy s. Makes a great presentation for a hostess gift and is also perfect for celebrating Mother s Day! Organza Daisy Bag $4.95 Key Dates Bags and Signage will arrive the week of April 20th. Merchandising Instructions These bags are to be merchandised in the Plexi Fabric Bag Holders (re-order #GFT095). Display either on the Promo fixture ends or gift centers. No particular brands are featured with this bag however, please use brands that are suitable for Mother s Day, featured in the FSI or product that best represents your customer segment groups. Gifting & Packaging Participating Stores & Distribution The following Stores will receive one case of 12 bags: 15, 19, 21, 31, 34, 35, 57, 62, 164, 185, 209, 212, 226, 243, 269, 295, 334, 346, 353, 371, 373, 385, 387, 412, 416, 432, 438, 445, 452, 457, 459, 494, 501, 505, 522, 523, 528, 536, 540, 542, 544, 549, 556, 566, 623, 630, 5, 6, 14, 20, 22, 25, 27, 36, 40, 44, 47, 50, 58, 60, 61, 63, 64, 68, 72, 79, 80, 82, 83, 90, 93, 95, 97, 101, 102, 106, 115, 130, 132, 140, 143, 145, 148, 154, 153, 155, 156, 165, 166, 168, 175, 179, 182, 183, 186, 187, 190, 192, 196, 198, 200, 201, 202, 207, 210, 211, 218, 228, 242, 244, 246, 249, 252, 255, 263, 265, 278, 279, 287, 288, 298, 300, 311, 324, 325, 333, 340, 343, 345, 351, 359, 360, 361, 362, 367, 378, 381, 382, 384, 386, 388, 389, 393, 394, 398, 400, 402, 404, 407, 425, 426, 428, 431, 434, 437, 443, 444, 453, 465, 470, 481, 484, 490, 495, 499, 518, 521, 545, 546, 553, 559, 568, 572, 579, 584, 586, 587, 590, 602, 601, 616, 617, 624, 629, 631, 700, 702, 750, 771, 776 The following Stores will receive two cases of 12 bags: 253, 383, 575, 593, 698 The following Stores will receive three cases of 12 bags: 1, 149, 171, 217, 329, 390, 417, 525, 555, 573 The following Stores will receive five cases of 12 bags: 10, 38, 355 There will be minimal inventory available for re-ordering at the Durham warehouse. 52 Promotional Turn 2: Open for Summer

53 Promotional Fixture

54 Overview Promotional Fixture Promotion Dates: April 26 - May 23, 2009 With a Spirit, Wine, Beer or Ready-to-Drink product to suit just about everyone s taste, you ll find a variety of entertaining solutions using fresh ingredients, pairing options for lighter menus or refreshing drinks for the warm-weather ahead. Key Dates April 26 - May 23, 2009 Participating Stores Please see the Participating Stores section of this guide. Signage Use the pre-printed Category Signs in the sign bands. Use the pre-printed shelf talkers to communicate the product information. Participating Products LCBO # Description Format Roland Bouchacourt Cotes De Provence Rose 750 ml Harviestoun Bitter & Twisted 500 ml X-Rated Fusion Liquor 750 ml Smirnoff Tuscan Lemonade 750 ml Grey Goose La Poire Vodka 750 ml Innis & Gunn Blonde 330 ml Antica Raspberry Sambuca 750 ml Cave Spring Riesling VQA 750 ml Stoneleigh Marlborough Sauvignon Blanc 750 ml 54 Promotional Turn 2: Open for Summer

55 Promotional Fixture Promotion Dates: April 26 - May 23, 2009 Merchandising Instructions The Promotional Fixture is two rounded ends at the front of the Power Aisle. Promotional Fixture Stores with two ends and a Promo Table (Featured Gifts would be merchandised on the Promo Table) Promotional Fixture Stores with two Ends and without a Promotional Table Marketing & Product Guide 55

56 Promotional Fixture Promotion Dates: April 26 - May 23, 2009 op y Promotional Fixture Stores with two ends and a Promo Table Merchandising Instructions (continued) (Featured Gifts would be merchandised on the Promo Table The Promotional Fixture is divided into two separate parts, the front end and the fourfoot side. All the participating products that the store currently lists should be merchandised on the side of the fixture with a minimum of two facings each. Expand the facings (if necessary) to maintain a full looking display. ad e C Featured Gifts should be displayed on the rounded end. Promotional Fixture Stores with two Ends and without a Promotional Table Tr Stores that only have one end dedicated for the Promotional Fixture. All the participating products that the store currently lists should be merchandised on the fixture with a minimum of two facings each. Merchandise Featured Gifts on the top shelf. 56 Promotional Turn 2: Open for Summer

57 Corporate Promotional Programs

58 Ontario Superstars Ontario Superstars Popular Pick Program Promotion Dates: April 26 - May 23, 2009 Southbrook Cabernet Merlot Shiraz VQA mL $15.05 This bright and fruity red is the perfect partner for BBQ d beef and veal dishes. Reif Estate Chardonnay Sauvignon Blanc VQA mL $11.95 Light straw colour with aromas of crisp apple to gooseberry. Serve with lightly seasoned fish and poultry. Components: Backercard Shelf Talker Popular Pick Naked Grape Shiraz mL $10.45 Naked Grape Shiraz is a bold unoaked wine with crisp, rich blackberry and spice flavours. Ideal with ribs, beef, lamb or game. LIMITED TIME OFFER Valid until May 24, 2009 Was: $10.45 Save: $ 1.00 Now: $ 9.45 Components: Backercard 58 Promotional Turn 2: Open for Summer

59 Mixed Drink Fixtures Promotion Dates: April 26 - May 23, 2009 Approved Drinks Tall & Cool / Pretty in Pink Berry Rickey / Nightlife Martini Participating Stores See the Participating Stores section of this guide. Components Display Spot #1 -Tall & Cool / Pretty in Pink Original Fixture Small Fixture LCBO# Product Format # of Shelves # of bottles # of bottles UV Vodka Lemonade 750 ml Antica Raspberry Sambuca 750 ml Display Spot #2 - Berry Ricky / Nightlife Martini Original Fixture Small Fixture LCBO# Product Format # of Shelves # of bottles # of bottles Absolut Raspberri 750 ml X-Rated Fusion Liqueur 750 ml Mixed Drink Posters (2 Versions) Mixed Drink Recipe Cards (2 Versions) Mixed Drink Drum Signs ( 1 Version) Marketing & Product Guide 59

60 Overview Premium / Specialty Beer Program As rainy days give way to the blooms of May, we have a selection of 11 fabulous Premium Beers to enjoy. All are great tastes for Spring! Promotion Dates Ship date: February 23, 2009 Install: March 4, 2009 Take down: May 27, 2009 Participating Stores Please see participating stores section of this guide. Participating Products Promotion Dates: March 4 - May 27, 2009 LCBO# Product Name Format Pietra 330 ml Trafalgar Oak Aged Rye 650 ml Trafalgar Cedar Cream Ale 341 ml Hirschbraeu s Doppel Hirsch Doppelbock 500 ml Great Lakes Green Tea & Ginseng Ale 650 ml Rogue Brutal Bitter 650 ml Rogue s Brewery s Kells Irish Lager 650 ml Westmalle Tripel 330 ml Weltenburger Kloster Asam Bock 500 ml Orval Trappist Ale 330 ml Eggenberg Brewery s Urbock ml Merchandising Instructions Ensure the pre-printed shelf talkers are displayed in front of the featured brands using the clips provided. 60 Promotional Turn 2: Open for Summer