MARKETING & PRODUCT GUIDE

Transcription

1 MARKETING & PRODUCT GUIDE PT12: January 31 February 27, 2010 Display Table Edition The Big Game Sale - 4 Days Only Valentine s Day Gifts Go Canada Luggage Tag Brand Hi Lite

2 Introduction Thematic Signage THE BIG GAME SALE Blockpile Advertising Promotional Fixture Gifting & Packaging Go Canada Luggage Tag golocal VQA Fixture Participating Stores Pod Program Corporate Promotional Programs.. 39 Ontario Superstars/ Popular Pick Program Mixed Drink Fixtures Premium/Specialty Beer Program Special Events Sold Space Programs End Aisle Display Brands Shelf Extenders Discovery Shelf Extenders Community Shelf Extenders Green Extender IMAGE Shelf Talker Limited Time Offers Big Game Sale LTOs (4 days only) Value Added Program AIR MILES Reward Miles Bundling AIR MILES Reward Miles 64 Necktags Food & Drink Table of Contents Display Table Participating Stores. 70 Merchandising Display Table Guidelines Display Table Themes Product Orders Product Placement Nesting Table Baskets Market Place Fixtures Brand Hi Lite Program Nesting Tables Nesting Table Theme Location Nesting Table Map Theme: Canada s Favourite Brews Theme: golocal Theme: Canada s Outstanding Wines. 82 Vintages February 6th Release Vintages February 20th Release Promo Tables Promo Table Theme Location Promo Table Map Theme: Valentines Day Gifts Theme: Featured Wines from Southern Italy Theme: Canada s Favourite Brews Theme: Canadian Vodka Theme: Canadian RTD Store Floor Plans

3 M arketing & Pro duc t Guide Promotion Dates: Januar y 31 - Februar y 27, 2010

4 Introduction During Period 12, the country will be wrapped up in the magic of the Winter Olympics. We want to give our customers the tools, ideas and suggestions they need to celebrate what it means to be Canadian. We will leverage the swell of national pride and present the Canadian story of each featured product. Our goal is to introduce customers to new Canadian products or encourage them to rediscover old favourites. Music We are proud to present this musical overview of the exceptional talent this great country has to offer. Listen to our diversity in music through the styles of pop, rock, folk, jazz and country. This is just a sampling of Canada s best; singers, songwriters, instrumentalists and ones to watch. Bring on the 2010 games - watch our athletes shine listen to this great music and be proud! Our nation is rich with talent it must be in our water, it s definitely in our spirit. Go Canada! 2 Promotional Turn 12: GO CANADA!

5 Thematic Signage

6 Thematic Signage Continued Component End Aisle Backer Cards Dimensions: 30 w x 24 h Installation End Aisle Product Re-order Code Go Canada (Snowman) Wayne Gretzky Estate Alexander Keith's Wiser's Premium Girls Night Out/Mike's Hard/Labatt Blue Standard Mike's Hard/Mike's Light/Peller Estates Trius Brut VQA Sleeman Cream Ale Crown Royal Premium Nfld Screech/Fats Johnson/Moosehead Standard Fats Johnson/Iceberg Premium Inniskillin Standard Pelee Island Mott's Clamato Gibson's Premium Henry of Pelham Standard Dan Aykroyd Mill Street Forty Creek Eight Below/Musoka Cream Ale/Konzelman Strewn Pennisula Ridge/Chateau Des Charmes/Cave Springs Centennial/Century Reserve/Danfield's Polar Ice Alberta Premium Whisky Promotional Turn 12: GO CANADA!

7 Thematic Signage Continued Component Luggage Tag Whisky Glass Installation Apply to products on End Aisles 3, 4, 5, 7, 8, 9, 11, and 12 NO tags on End Aisles 1, 2, 6, 10 and 13 through 20 See Page 26 Please merchandise any remaining inventory of the Canadian Whisky Glass on Ends Aisles featuring Canadian Whisky: 3, 7, 11, 14, 18, & 20 Marketing & Product Guide 5

8 Thematic Signage Continued Component Installation Re-order Code Images Hero Display Banner Stand Insert Dimensions: 20 w x 70 h Hero Display Canadian Club Note: # Hero Display Signs & Promo Fixture Signs Ship in the same package Pricer Cards Dimensions: 8 w x 7 h Thematic Banner Stand Insert Dimensions: 20 w x 70 h Backlit / Tasting Bar Sign Hero Display # Metal Thematic Banner Stand (Front of store) Tasting Bar 2 Versions # # Dimensions: 21 15/16 w x 32 9/16 h or Backlit Sign Holder 6 Promotional Turn 12: GO CANADA!

9 Thematic Signage Continued Component Installation Re-order Code Images Power Aisle Banner Dimensions: 45 w x 30 h Alternate front and back of signs down the power aisle FRONT: # Snowman front BACK: GO CANADA! Perimeter Banner Dimensions: 30 w x 30 h Thematic Transparency Dimensions: 28.5 w x 28.5 h Social Responsibility Vinyl Cling Alternate front and back of signs around the store FRONT: Snowman BACK: GO CANADA! Install in the light box closest to the main doors of the store. Alternate signs around the store 1. Bonus AIR MILES Install on Exit Door ALWAYS REMOVE THE PREVIOUS VERSION # # # (English) # (French) front front front Marketing & Product Guide 7

10 Thematic Signage Continued Component Installation Re-order Code Images Exterior Banner Install on outside of the store. # Dimensions: Banner: 43 w x 87 h Exterior Banner Dimensions: Banner: 43 w x 87 h Window Showcard Dimensions: 28 w x 45 h Exterior Transparency Dimensions: 28 w x 45 h Exterior Transparency Dimensions: 28 w x 45 h Install on outside of the store. FRONT: Snowman BACK: GO CANADA! Alternate signs Store 528 Only Install on outside of the store. # # # Store 528 Only Install on outside of the store. # Promotional Turn 12: GO CANADA!

11 Thematic Signage Continued Order of signs Power Aisle Banner front Perimeter Banner back front back front back front back Marketing & Product Guide 9

12 Thematic Signage Continued Component Code Notes: Mixed Drink Poster Display Spot 1 Mixed Drink Poster Display Spot 2 Mixed Drink Drum Sign Display Spot 1 Mixed Drink Drum Sign Display Spot 2 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 (67 Versions) On shelf Thematic regular extender strips (66 Versions) On shelf Thematic community extender strips (5 Versions) On shelf Thematic discovery extender strips (9 Versions) On shelf Thematic blank shelf talkers (bundle of 50) On shelf Thematic blank pricer cards (bundle of 50) On shelf Thematic blank extender strips (bundle of 15) On shelf Go Green Extender Ontario Wine Superstars Full Kit Superstar complete kit Ontario Wine Superstars Popular Pick Shelf Talkers & Popular Pick Ontario Wine Superstars Superstar Shelf Talkers only Promo Fixture Sign (short) Valentine s Day Promo Fixture Sign (long) Valentine s Day Promo Fixture Sign (short) GO CANADA! Promo Fixture Sign (long) GO CANADA! Promo Fixture Shelf Talkers Valentine s Day Promo Fixture Shelf Talkers GO CANADA! Go LOCAL Sub-Category Signs (Eng/FR) VQA cube Medallion sign Velcro buttons VQA Shelf talkers x 5 Versions Premium Pod - Jackson Triggs - 4 skus Cross Merchandiser Hot Pod - Molson - 2 skus Flat Merchandiser New Pod - Naked Grape - 2 skus Flat Merchandiser 10 Promotional Turn 12: GO CANADA!

13 BIG GAME SALE 4 Days Only February 4-7

14 BIG GAME SALE - 4 Days Only Effective: February 4 7 THE BIG GAME SALE four day promotion aims at driving traffic into our stores for the Superbowl weekend. It features a selection of popular products with a deep discount. The promotion is supported by a newspaper Free Standing Insert advertisement. The entire product selection participates in a special 4-day LTO program and should be merchandised on a blockpile for the four day promotion. Key Dates FSI Drop Dates: February 3 and 4 (depending on Publication) Pre-printed Shelf Talker Install: February 4 (Exception: two products install on Feb 1 - see facing page) Blockpile Install: February 4 Blockpile Takedown: February 8 (before start of business) Publications The BIG GAME SALE Free Standing Insert advertisement will be dropped in the following publications: Globe and Mail Toronto Star Ottawa Citizen Toronto Sun Ottawa Sun FSI Cover London Free Press Hamilton Spectator Windsor Star Kingston Whig-Standard Kitchener-Waterloo Record 12 Promotional Turn 12: GO CANADA!

15 BIG GAME SALE - 4 Days Only Effective: February 4 7 Participating Products The following products are not force-shipped. Stores Managers may order products at their discretion. The one-in/one-out rule does not apply. LCBO# Description Format LTO 117 Bacardi Superior 750 ml $ Crown Royal 1140 ml $ Red Stripe 473 ml $ Malibu Coconut 750 ml $ Tiger Beer 500 ml $ Rev 4 x 330 ml $ Canadian Club Classic 1750 ml $ Mike's Hard Lemonade 12 x 330 ml $ Radeberger 500 ml $ Sleeman Light* 473 ml $ Rickard s Red* 6 x 341 ml $1.25 * Install the SALE Shelf Talkers for these two products on February 1. These products are also on the regular LTO program between February 8-28, please takedown the SALE shelf talkers on February 8 and replace with the regular LTO shelf talkers between February Marketing & Product Guide 13

16 BIG GAME SALE - 4 Days Only Effective: February 4 7 Components and Merchandising Instructions Pole Topper Sign and Pre-printed Pricer Cards Choose from the participating products selection and build a blockpile in a prominent location. Depending on your store s layout and size, it can be the front of the store, the power aisle or the beer section. The blockpile should not be higher that 4 feet and should offer a selection of Beer, Ready-to- Drink and Spirits products. Build the blockpile around the poletop sign holder - see illustration. Use the provided pre-printed pricer cards. Ensure that the blockpile does not encroach on other Sold Space displays (Hero, Pod). Pre-printed SALE shelf talkers Printed shelf talkers are also provided to highlight the promotion on the participating products regular shelf location. Install and take down dates: February 4-8 (The Sleeman Light and Rickard s Red LTO start on February 1). Pole Topper Sign 14 Promotional Turn 12: GO CANADA!

17 Adver tising Go Canada! Free Standing Insert

18 Free Standing Insert GO CANADA! 16 The Go Canada FSI features 27 General List LCBO products as well as 3 VinTAGES products. All of the products are Canadian. The Go Canada FSI will drop on February 6 th and February 7 th in the following publications: Globe & Mail Toronto Star Ottawa Citizen Toronto Sun Featured Products Ottawa Sun London Free Press Hamilton Spectator Windsor Star Kingston-Whig Standard Sudbury Star Kitchener-Waterloo Record LCBO# Description Format Display Program Support Program 125 Canadian Club 1140 ml 893 Wiser's Deluxe 750 ml EA Crown Royal 750 ml EA Creemore Springs Premium Lager 473 ml EA 13 BBAM Alexander Keith's Red Amber Ale 473 ml EA 2 BBAM Peller Estates Family Series Cabernet Merlot VQA 750 ml EA 4 Standard LTO Inniskillin Chardonnay VQA 750 ml EA 9 Premium BAM Dan Aykroyd Cabernet Shiraz VQA 750 ml EA 12 Standard LTO Wayne Gretzky Estate Cabernet Merlot VQA 750 ml EA 1 BAM Inniskillin Icewine Commemorative Edition ml Prospect Winery Fats Johnson Pinot Noir VQA 750 ml EA 8 Premium & Standard LTO Forty Creek Double Barrel Reserve Whisky 750 ml EA Eight Below Luxury Vodka 750 ml EA Pelee Island Gewurztraminer Riesling VQA 750 ml EA 9 Standard LTO Naked Grape Chardonnay Spritzer 1364 ml Polar Ice Vodka 750 ml EA 19 BAM Tag No. 5 Vodka 750 ml Ontario Craft Brewers Discovery Pack 2060 ml Gibson's Finest Sterling Edition 1140 ml EA Mike's Hard Lemonade 4 Pk-B 1320 ml EA 4 Premium Whistler Premium Export Lager 6 Pk-B 1980 ml Iceberg Vodka 1750 ml EA 8 Standard Forty Creek Barrel Select 750 ml EA 14 BAM Mission Hill Cabernet Sauvignon Reserve VQA Okanagan 750 ml Mott's Clamato Caesar Original 4 Pk-B 1420 ml EA Malivoire Chardonnay VQA Niagara 750 ml Trius Cabernet Franc VQA 750 ml EA 5 LTO Strewn Cabernet/Merlot VQA 750 ml EA 16 LTO Danfield's Private Reserve Small Batch 750 ml EA 18 LTO Molson Canadian 473 ml POD

19 Promotional Fix ture Two Turns: Valentine s Day January 31 - February 14 GO CANADA! February 15-27

20 Promotional Fixture Shop & Save Event Signs Use the pre-printed Category Sign in the sign bands. Valentine s Day January 31 - February 14 GO CANADA! February Use the pre-printed shelf talkers in front of the products. Participating Products There are two product turns on the Promotional Fixture during P12. Valentine s Day January 31 - February 14 Select nine of the recommended products listed on page 22 of this guide. Promotion will be supported with a Free Standing Insert. GO CANADA! February Select nine of the recommended products listed on page 16 of this guide. Promotion will be supported with a Free Standing Insert. Product Guidelines If a participating product is not listed, Store Managers are not required to bring it in. At their discretion, Store Managers may order products for the promotion (1-in/1-out rule does not apply). Products should be merchandised with a minimum of two facings each. Expand the facings (if necessary) to maintain a full looking display. All products on the fixture must have a sign indicating price (a pre-printed shelf talker, bin tag or Insert for the fabric bag acrylic holder). 18 Promotional Turn 12: GO CANADA!

21 Promotional Fixture Shop & Save Event Continued Participating Stores There are four different configurations of the Promotional Fixture throughout the store chain. See Participating Stores section of this Guide to determine which Promotional Fixture configuration your store has. Merchandising Instructions 2E - Two Rounded Ends The Promotional Fixture is two rounded ends, generally at the front of the power aisle. All the participating products that the store currently lists should be merchandised on one rounded end. Featured Gifts should be displayed on the other rounded end. Fabric Bags should be merchandised on the top shelf of both ends. Remove a selection of bags from their cello wrapping and merchandise with a participating product. The middle shelf should feature the Rectangular Satin Box and Bar Set Piece (Corkscrew and Stopper) with a selection of participating products. Display the Satin Magnetic Gift Box on the bottom shelf with the participating products. Rounded Ends 1E - One Rounded End The Promotional Fixture is one rounded end. All the participating products that the store currently lists should be merchandised on the two lower shelves. Featured Gifts and Fabric Bags should be merchandised on the top shelf. Rounded End Marketing & Product Guide 19

22 Promotional Fixture Shop & Save Event Continued Merchandising Instructions (continued) 1G - One Gondola The Promotional Fixture is a gondola with one rounded end and one four foot section of shelving. All the participating products that the store currently lists should be merchandised on the four foot section. Featured Gifts should be displayed on the rounded end. Fabric Bags should be merchandised on the top shelf of both ends. Remove a selection of bags from their cello wrapping and merchandise with a participating product. The middle shelf should feature the Rectangular Satin Box and Bar Set Piece (Corkscrew and Stopper) with a selection of participating products. Display the Satin Magnetic Gift Box on the bottom shelf with the participating products. Four Foot Section Gondola Rounded End 2G - Two Gondolas The store has two Promotional Fixture gondolas. All the participating products that the store currently lists should be merchandised on the four foot sections. Featured Gifts should be displayed on the rounded ends. Residual Fabric Bags should be merchandised on the top shelf of the rounded ends. Remove a selection of bags from their cello wrapping and merchandise with a sample participating product. 20 Promotional Turn 12: GO CANADA!

23 Featured Gif t Valentine s Day

24 Featured Gift Valentine s Day Overview During P12 we will highlight FIVE gift packaging items to help promote Valentine s Day gift giving. A Valentine s Day FSI will be circulated to advertise these gift packaging items. Fabric Bags LCBO# Raspberry Satin w/ Black Flocking $5.95 LCBO# Valentine Satin Wine Bag (cream) $4.95 Vessel LCBO# Rectangular Satin Box w/ Organza Netting $7.95 *Boxes include ribbon and gift tag Single Bottle Box LCBO# Satin Box w/ Love Script $5.95 Bottle Stoppers LCBO# Two Pack - Bottle Stopper & Corkscrew $3.50 Participating Products: Valentine s Day FSI: LCBO# Mumm Cuvee Napa Brut Prestige 750 ml $27.95 LCBO# Beringer Founders Estate Cabernet Sauvignon 750 ml $17.95 LCBO# Zenato Ripassa Valpolicella Superiore Doc 750 ml $24.95 Red Wines: LCBO# Wyndham Estate Bin 555 Shiraz 750 ml $16.25 LCBO# Robert Mondavi Woodbridge Cabernet Sauvignon 750 ml $13.95 LCBO# Beringer Founders Estate Cabernet Sauvignon 750 ml $17.95 LCBO# 943 Mouton Cadet Rouge 750 ml $14.25 LCBO# Masi Valpolicella 750 ml $14.95 LCBO# lcbo# lcbo# Sparkling Wines: LCBO# Yellow Tail Bubbles 750 ml $13.95 LCBO# Mumm Cuvee Napa Brut Prestige 750 ml $27.95 LCBO# Veuve Clicquot Brut Champagne 750 ml $64.95 LCBO# Moet & Chandon Imperial Champagne 750 ml $60.55 LCBO# Freixenet Cordon Negro Brut 750 ml $13.95 lcbo# Promotional Turn 12: GO CANADA!

25 Featured Gift Valentine s Day Continued Valentine s Day FSI The Valentine s Day FSI will be circulated in the following publications: Globe & Mail Toronto Star Ottawa Citizen Toronto Sun Ottawa Sun London Free Press Key Dates Hamilton Spectator Windsor Star Kingston Whig-Standard Sudbury Star Kitchener-Waterloo Record National Post Gift packaging items and Signage will ship to participating stores the week of January 25, Participating Stores 1, 5, 6, 10, 14, 15, 19, 20, 21, 22, 25, 27, 31, 34, 35, 36, 38, 40, 44, 47, 50, 57, 58, 60, 61, 62, 63, 64, 68, 72, 79, 80, 82, 83, 90, 93, 95, 97, 101, 102, 106, 115, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 166, 168, 171, 175, 179, 182, 183, 185, 186, 187, 190, 191, 192, 196, 198, 200, 201, 202, 207, 209, 210, 211, 212, 214, 217, 218, 226, 228, 237, 242, 243, 244, 246, 249, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 295, 298, 300, 311, 324, 325, 329, 333, 334, 340, 343, 345, 346, 351, 353, 355, 359, 360, 361, 362, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 393, 394, 398, 400, 402, 404, 407, 412, 416, 417, 425, 426, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 459, 465, 470, 481, 484, 490, 494, 495, 499, 501, 505, 511, 518, 521, 522, 523, 525, 528, 536, 540, 542, 544, 545, 546, 549, 553, 555, 556, 559, 566, 568, 572, 573, 575, 579, 584, 586, 587, 590, 593, 601, 602, 616, 617, 623, 624, 629, 630, 631, 632, 698, 700, 702, 703, 771, 776 Distribution Please refer to Sales & Marketing Weekly Update e-newsletter for a link to a detailed gift packaging distribution list in MS Excel format. Please note that additional gift packaging items will NOT be available for re-order. Marketing & Product Guide 23

26 Featured Gift Valentine s Day Continued Merchandising Instructions Promo Fixture End Clear off the stock from previous promotions and wipe the fixture down. Install the Thematic Featured Gift Sign. The top shelf should feature the two Fabric bags Place the Gift Bag Acrylic Holder (reorder # GFT100) in the center of the top shelf and insert the Fabric Bag shelf talker into the front of the holder. Fill the Acrylic Holder with the cello wrapped fabric bags. Display both Fabric Bags with a selection of participating products on either side of the acrylic holder. Install the shelf talkers for these two products on the fixture. The middle shelf should feature the Rectangular Satin Box w/ Organza Netting and Bar Set Piece (Corkscrew and Stopper) with a selection of participating products. Display the Satin Magnetic Gift Box on the bottom shelf with the participating products. Maintain a full display throughout the promotion. Gift Centre Display the Satin Magnetic Gift Box with a selection of participating products. NOTE: Wrap Kits will not be provided during this promotion as they will not be needed for these gifts. The Rectangular Satin Box has an organza lining (which will act as a cello bag) and also has a black ribbon and gift tag. 24 Promotional Turn 12: GO CANADA!

27 Featured Gift Valentine s Day Continued In-store Tastings On Saturday, February 13 th, 30 stores will be participating in an enhanced tasting program to support our strong Valentines Gifting initiative. The food match at all 30 store locations will be provided by Bacci Chocolate. Each participating store will be shipped an 8 1 / 2 w x 11 h easel backer sign and takeaway pieces to be installed at the tasting bar on the day of the tasting. Each participating store will receive a Valentines Tasting Bar Sign Insert, and a Pre-Wrap Cello Bag, Ribbon & Tag Kit for 100 bottles. Key Dates Signage Ship Date: January 25, 2010 Bacci Chocolate Ship Date: February 8, 2010 Tasting Date: February 13, 2010 Participating Stores 5, 18, 19, 25, 40, 57, 95, 115, 154, 171, 185, 187, 212, 217, 226, 325, 331, 390, 416, 432, 438, 457, , 556, 566, 568, 698, 771, 776 Merchandising Instructions Store staff are to move 2 woven baskets from other areas of the store to the tasting bar and fill will product being tasted. Each basket will hold 2-3 cases of product. Please wrap each bottle in the cello provided. Ribbon & tag the products for an easy Gift Giving option for our customers. Marketing & Product Guide 25

28 Customer Giveaway Maple Leaf Luggage Tag Maple Leaf Luggage Tag To integrate our Promotional Campaign Go Canada, we will feature a red luggage tag with a Maple Leaf motif on bottle necks. This is free giveaway to our customers with the purchase of any product featured on End Aisles 3, 4, 5, 7, 8, 9, 11, and 12. Key Date The luggage tags will be allocated to participating stores by the start of P12. Distribution The following stores will receive 4 cases of the luggage tags. Each case contains 50 pieces. 86, 90, 91, 93, 108, 110, 130, 132, 140, 143, 152, 153, 154, 156, 163, 164, 168, 171, 212, 217, 226, 233, 234, 243, 248, 252, 266, 277, 278, 279, 356, 360, 361, 362, 371, 373, 382, 383, 384, 386, 387, 388, 389, 390, 393, 394, 399, 401, 419, 445, 449, 456, 460, 463, 479, 488, 490,493, 496, 499, 503, 505, 523, 544, 552, 553, 555, 556, 559, 563, 564, 572, 573, 575, 579, 584, 587, 599, 602, 617, 618, 703, 771 The following stores will receive 3 cases of the luggage tags. Each case contains 50 pieces. 37, 39, 42, 43, 48, 49, 54, 56, 61, 92, 94, 99, 100, 103, 104, 109, 112, 113, 114, 115, 118, 119, 122, 125, 129, 131, 138, 144, 158, 162, 166, 167, 169, 170, 174, 178, 189, 204, 205, 208, 211, 219, 220, 221, 222, 224, 225, 229, 235, 240, 241, 245, 251, 256, 259, 261, 264, 267, 268, 270, 275, 281, 282, 307, 308, 309, 316, 317, 318, 319, 320, 322, 323, 327, 328, 331, 339, 342, 345, 350, 352, 414, 415, 421, 422, 423, 429, 430, 435, 440, 441, 442, 446, 447, 448, 450, 454, 455, 462, 510, 513, 514, 517, 519, 523, 527, 530, 532, 535, 537, 539, 541, 543, 548, 557, 560, 561, 622, 631, 703 Please note that additional luggage tags will NOT be available for re-order. Merchandising Instructions Apply to products on End Ailses 3, 4, 5, 7, 8, 9, 11, and 12 NO tags on End Aisles 1, 2, 6, 10 and 13 through 20. On bottles only, not on cases or cans. On TOP SHELF only. 26 Promotional Turn 12: GO CANADA!

29 goloc AL VQA Fix ture Note: Mixed Drink Fixture participating products 5, 6, 10, 15, 16, 18, 19, 20, 21, 22, 23, 25, 26, 27, 32, 34, 35, 36, 37, 38, 40, 43, change 44, 45, 47, 50, 53, every 57, 58, 59, week 60, 61, 62, 64, 68, 70, 72, 74, 77, 82, 83, 84, 90, 95, 97, 102, 106, 110, of the promotion Participating Stores 115, 130, 132, 140, 143, 145, 148, 149, 153, 155, 156, 163, 164, 168, 171, 175, 179, 182, 183, 185, 188, 194, 196, 199, 200, 201, 202, 207, 209, 210, 211, 214, 216, 218, 226, 228, 234, 238, 242, 243, 244, 246, 248, 249, 250, 252, 253, 260, 263, 265, 266, 269, 278, 287, 295, 297, 298, 300, 310, 311, 313, 320, 321, 324, 325, 326, 329, 340, 343, 346, 351, 353, 355, 356, 358, 360, 366, 367, 371, 373, 382, 383, 384, 386, 387, 388, 390, 393, 398, 400, 401, 402, 404, 406, 408, 412, 416, 417, 425, 428, 431, 432, 434, 438, 443, 444, 445, 452, 457, 459, 461, 465, 470, 481, 490, 495, 497, 499, 501, 505, 518, 521, 522, 523, 525, 528, 533, 536, 539, 540, 542, 544, 545, 546, 549, 552, 553, 559, 563, 564, 566, 568, 573, 575, 581, 584, 586, 587, 589, 590, 593, 601, 602, 616, 617, 618, 621, 623, 624, 629, 630, 632, 698, 700, 702, 771, 776

30 VQA End Product Turn The P12 golocal sign should be installed with the velcro microdots supplied. Participating Stores Stores with a retrofitted VQA cube. Participating Products Peller Estates Ice Cuvée VQA LCBO# ml Angels Gate Merlot VQA 2007 LCBO# ml Dan Aykroyd Cabernet Shiraz VQA 2007 LCBO# ml $1.00 LTO Pelee Island Pinot Grigio VQA 2008 LCBO# ml Components Pre-printed shelf talkers (4 versions). Install the pre-printed shelf talkers in front of each participating product in their regular shelf location. Retrofit Wedge Fixture Signage. Install the golocal square sign (with the velcro microdots supplied) over the VQA medallion on the retrofitted end. Merchandise the four participating products on the top shelf of the fixture. participating products on top shelf 28 Promotional Turn 12: GO CANADA!

31 Column Heading Banner Insert POD Program Sold End Aisles Backer Cards Regular & Community Extenders Discovery Extenders Green Extenders Exterior Banners Window Showcards Power Aisle Banners Perimeter Signs Promo Fixture Ends Ontario Wine Superstars Par ticipating Stores Key H= Hero Display T= Thematic Banner Insert Y = Stores build 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 In Store See Sold Space Program Extender Section for participating extender locations. 5 = Community Extender Program Number of Discovery Extenders Strips shipped Number of Green Extender Strips shipped Number of signs shipped Number of signs shipped Number of signs shipped Number of signs shipped 1E= 1 Rounded End, 2E= 2 Rounded Ends 1G= 1 Gondola, 2G= 2 Gondolas Y = Store receives the complete signage kit, or ST = Store only receives the Shelf Talkers Ontario Popular Picks Y = Store participates in the program Beer Specialty Program Mixed Drink Feature Gift Y = Store participates in the program R = Removed From Program A = Added to Program Y = Store participates in the program Y = Store Participates in the Program

32 Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 1 H Y 20S E Y Y Y 2 ST ST 3 8P Y 4 T 8P Y Y 5 H Y 10P E Y Y Y 6 H 8S G Y Y Y 8 T 10S Y 9 T ST ST 10 H Y 20P Y Y 2 Y 11 H 8S G Y 12 T 8P Y 13 H 10S G Y 14 10S G Y Y Y 15 H Y 15P E Y Y 2 Y 16 ST ST 18 8S Y Y 19 H Y 15S E Y Y Y 20 H 10S G Y Y 21 H Y 20P E Y Y 2 Y 22 H 20S E Y 2 Y 23 H 10S G Y 24 8S Y 25 H 15P G Y Y Y 26 H 10P G Y 27 H 15S G Y Y 28 T 5S Y ST Y 30 T 5S ST Y 31 H Y 20P E Y Y 2 Y 32 H 8S G ST ST 34 H 15S E Y Y 35 H Y 15P E Y Y 2 Y 36 H 15S E Y Y Y 37 H 8P Y 38 H Y 15P E Y Y 2 Y 39 H 8S Y 40 H 20P E Y Y Y 42 T 5S ST Y 43 H 10S Y 44 H Y 10S E Y 2 Y 45 Y 8S G Y ST Y 47 10S G Y Y ST ST 49 T ST ST Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 50 H 10S E Y Y 51 ST ST 52 ST Y ST ST 54 5S ST ST 55 H 15S Y 56 T 5S Y 57 H Y 20S E Y Y 2 Y 58 8S Y Y 59 H 10S G Y 60 H 10S G Y Y Y 61 H 8S G Y Y 62 H 15S E Y Y 63 H 10S G Y Y 64 H Y 15S E Y Y 65 H 8S Y 66 T ST Y ST Y 68 H 15S G Y Y 69 5S ST Y 70 8S ST Y 71 T ST ST 72 10S G Y Y 73 H 8S G Y 74 H Y 10S Y 75 T ST Y ST Y 77 T Y 78 5S ST Y 79 H 8S G Y Y 80 H 10S G Y Y 81 T 5S ST Y 82 H 8S Y Y E Y Y Y 84 T ST ST 85 H 10S Y 86 H 8S Y 87 T ST Y 88 T 5S ST Y ST Y 90 H 10S G Y Y 91 T 5S ST Y 92 T ST Y 93 H 10S E Y Y 94 T ST Y 30 Promotional Turn 12: GO CANADA!

33 Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 95 H 20S E Y Y Y 96 T ST Y 97 10S E Y Y 98 T ST Y 99 T 5S ST Y 101 H 15S G Y Y Y 102 H Y 10S E Y 2 Y 103 T 5S ST Y 104 T ST Y ST Y 106 H 20S E Y 2 Y 107 T ST Y 108 T ST Y 109 T 5S ST Y 110 5S ST Y 111 T ST Y ST Y 113 T ST Y ST Y 115 H 20P E Y Y 2 Y 116 T ST Y 117 T ST Y 118 T ST Y ST Y ST Y ST Y 122 T ST Y 123 T ST Y Y 125 T ST Y ST Y ST Y 128 T ST Y ST Y 130 H 15S G Y Y ST Y 132 H 10S E Y 2 Y ST Y ST Y 135 T T 5S ST Y ST Y ST Y 139 T ST ST 140 H 15P G Y Y Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift ST Y ST Y 143 H 8P G Y Y Y 144 H 10S Y 145 H 15S E Y 2 Y ST Y ST Y 148 H Y 15P E Y Y 2 Y 149 H Y 20P E Y Y 2 Y ST Y 152 H 10S Y 153 8S E Y Y 154 H 15S E Y Y 155 H 10S G Y Y 156 H 20P G Y Y Y 157 T ST Y 158 T ST Y 159 T ST Y Y 161 T ST Y 162 T ST Y 163 H 15S G Y 164 H 15P E Y Y Y 165 H 8S G Y Y 166 T ST Y Y 167 H 10S Y 168 H 10P E Y 2 Y 169 T ST Y 170 T ST Y 171 H Y 20S E Y Y 2 Y ST Y ST Y 174 T ST Y 175 H 10S G Y Y ST Y 178 T ST Y 179 H 15P G Y Y Y ST Y Y 182 H 15P G Y Y 183 5S Y Y 184 T 5S ST Y 185 H Y 15P G Y R 2 Y 186 T 8S Y Y 187 H Y 20S E Y Y 2 Y Marketing & Product Guide 31

34 Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 188 H 10S G Y ST Y 190 H 10S G Y Y 191 H Y 15S E Y 2 Y 192 8S G Y Y ST Y 194 T ST Y 195 H Y 20S G Y 196 H 10S G Y Y 197 T 5S ST Y 198 H Y 15S E Y Y 2 Y 199 5S Y 200 H Y 20S E Y 2 Y 201 H Y 15S G Y Y 202 8S G Y Y 203 Y ST Y 205 T ST Y 207 H 15S E Y Y Y 208 T S ST Y 209 H 15S E Y Y S E Y Y 211 H 8S Y Y 212 H 15P E ST Y 2 Y 213 T ST Y S E Y Y 216 H 8S Y 217 H Y 20P E Y Y Y 218 H 15S G Y Y Y 219 T ST Y 220 T ST Y 221 T ST ST 222 T 5S ST Y 223 T 5S ST Y 224 T ST Y 225 T 5S ST Y 226 H Y 20S E Y Y 2 Y 227 T 5S Y 228 H Y 20S G Y Y 229 T 5S ST Y ST Y 231 T ST Y 232 T 5S ST Y 233 H 10S Y S G Y Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift ST Y 236 T 5S ST Y S E Y Y 238 T Y 239 T ST Y ST Y ST Y 242 H Y 15S G Y Y 243 H 20P E Y Y 2 Y 244 H 15S E Y Y ST Y 246 T 8S G Y Y 247 T 5S ST Y 248 H 15P G Y 249 H Y 10S G Y Y 250 5S ST ST ST Y 252 H Y 20S E Y Y 2 Y 253 H Y 20P E Y Y 2 Y 254 T ST Y 255 H 10S E Y Y ST Y ST Y 258 T ST Y ST Y 260 5S ST Y 261 T ST Y ST Y 263 H 15S G Y Y 264 T ST Y 265 H 15S E Y Y 266 T 5S ST Y 267 T ST Y 268 5S ST ST 269 H Y 20S E Y Y 270 T 5S ST Y ST Y ST Y 273 T ST Y ST Y 275 T Y 276 T ST Y 277 T ST Y S E Y Y 279 T 8S G Y Y 32 Promotional Turn 12: GO CANADA!

35 Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift ST Y 281 T ST Y 282 T ST Y ST Y 284 T ST Y ST Y ST Y 287 H 15S G Y R Y 288 H Y 20P E Y Y 2 Y 289 T Y ST Y 291 T ST Y ST Y 293 T ST Y 294 T ST Y 295 H 10P G Y Y Y 296 T ST Y 297 T ST Y 298 H 15P G Y Y 299 T Y 300 H 10S G Y Y Y ST Y 302 5S 5 5 ST Y 303 T ST Y 304 T 5S ST Y ST Y 306 T Y ST Y ST Y ST Y 310 5S Y 311 H 10P G Y Y 312 H 15S Y T ST Y ST Y 316 T ST Y 317 T ST Y 318 T ST Y ST Y G ST ST 321 H 8S Y ST Y 323 T ST Y 324 H 8P G Y Y Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 325 H 20S E Y Y 2 Y 326 H Y 15S E Y 2 Y 327 T 5S ST Y 328 T ST Y 329 H Y 20P E Y Y 2 Y 330 T ST Y ST Y ST Y 333 ST ST R Y 334 H Y 20S E Y Y 2 Y 335 T ST Y ST Y ST Y ST Y ST Y 340 H 10S E Y Y S Y S G Y Y 344 H Y 15S E Y 2 Y 345 T 8S G Y 346 H Y 20P E Y 2 Y ST Y ST Y ST Y ST Y 351 H 10S G Y Y 352 T ST Y 353 H 10P G Y Y Y 355 H Y 20P E Y Y 2 Y 356 H 15S Y ST ST 359 H 15S G Y Y 360 H 15P E Y Y 2 Y 361 H Y 15S E Y Y 2 Y 362 H 20S E Y Y 363 5S ST ST 364 T ST Y 365 ST ST 366 H 10S G Y 367 H Y 20P E Y Y 2 Y 369 T 10 4 ST Y ST Y 371 H 10S E Y Y Y 372 T ST Y Marketing & Product Guide 33

36 Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 373 H Y 15S E Y Y Y 374 T Y ST Y ST Y 378 H Y 20S E Y 2 Y 379 T ST Y 380 T ST Y 381 H 10S G Y Y 382 H 15S G Y Y 383 H Y 15S E Y 2 Y 384 H 8P G Y Y 385 H 20S E Y Y Y 386 H 10S E Y Y 387 H 15S E Y Y 388 H 10P E Y Y 389 H 15S G Y Y Y 390 H Y 20P E Y 2 Y 393 H 20P E Y Y 2 Y 394 H 10S G Y Y ST Y 398 H 20S E Y 2 Y ST Y S G Y Y 401 8S Y 402 H Y 10S G Y Y ST ST 404 H 15S E Y Y ST Y 406 5S Y 407 H 15P G Y Y 408 H 15S G Y ST Y ST ST 411 8P Y 412 H Y 20P E Y Y 2 Y ST Y 414 T ST Y 415 H 10P Y 416 H Y 20S E Y Y 2 Y 417 H Y 20P E Y Y 2 Y 418 T ST ST 419 T Y 420 ST ST ST Y Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift ST Y ST Y H 10S E Y Y Y 426 H 10S E Y Y 427 ST ST 428 H Y 20S E Y Y Y Y 431 H 15S E Y Y 432 H 20S E Y Y Y ST Y 434 H 15S E Y Y ST Y 436 5S ST ST 437 H Y 10S E Y 2 Y 438 H Y 20S E Y Y 2 Y ST Y 440 T ST Y ST Y ST Y 443 H 15P G Y Y Y 444 H Y 15S G Y Y 445 H Y 20S E Y Y 2 Y 446 T Y ST Y 448 T ST Y ST Y 450 T Y ST Y Y 2 Y P G Y Y 454 T ST Y 455 T ST Y S E Y Y 457 H Y 10P E Y Y 2 Y 458 H 8S Y 459 H Y 15S E Y 2 Y ST Y 461 T Y 462 T ST Y ST Y ST Y 465 H 15S E Y Y ST Y 34 Promotional Turn 12: GO CANADA!

37 Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 467 H 10S Y 468 T ST Y ST Y 470 H 10S G Y Y ST Y ST Y ST Y ST Y ST Y ST Y 478 T ST Y ST Y ST Y 481 H Y 15P G Y Y Y ST Y Y 484 H 10S G Y Y 485 H Y 15P Y ST Y ST Y ST Y 490 H Y 20S E Y Y 492 T ST Y ST Y 494 H 15P G Y Y Y 495 H Y 15S E Y Y Y 496 T ST Y 497 T 10S Y H 20P E Y Y Y 501 H 15S E Y Y Y Y T ST Y 505 H Y 20P E Y Y Y ST Y 507 T 5S ST Y 508 T ST Y 509 T ST Y ST Y 511 H Y 10S E Y A 2 Y 512 ST ST ST Y 515 ST ST Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift ST Y 517 T 5S ST Y 518 H 15S G Y Y ST Y 520 T ST Y 521 H 15P G Y Y 522 H Y 10P E Y 2 Y 523 H Y 20P E Y 2 Y 524 T ST Y 525 H Y 20P E Y Y 2 Y 526 ST ST 527 T ST Y 528 H 15P E Y Y 2 Y 529 T 5S ST Y 530 T ST Y 531 T ST Y ST ST Y S Y ST Y 536 H Y 10P E Y 2 Y ST Y 538 ST ST 539 T 5S Y 540 H 15S E Y Y ST Y 542 H Y 20P E Y Y 2 Y 543 T ST Y 544 H Y 15S E Y 2 Y 545 H Y 15S E Y 2 Y 546 H 15S E Y 2 Y 547 ST Y ST Y 549 H 20S E Y Y Y ST Y 552 8S Y 553 H Y 15P G Y Y 555 H 8S E Y 2 Y 556 H Y 15P E Y Y Y ST Y ST Y 559 H 15S E Y Y 560 T ST Y 561 T 5 5 ST Y 562 T ST Y 563 H 10S Y Marketing & Product Guide 35

38 Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 564 H 8S G Y ST Y 566 H Y 20P G Y 2 Y ST Y 568 H 10P E Y Y Y 569 T 5S Y ST Y 571 Y Y 572 H 10S G Y Y 573 H Y 10P E Y Y Y ST Y 575 H Y 15S E Y Y 2 Y 576 T ST Y ST Y 578 T 5S ST Y 579 H Y 10S E Y Y 2 Y 581 T ST Y 582 T ST Y ST Y 584 H Y 15S E Y 2 Y 586 H 15S G Y Y Y 587 H 15S G Y Y ST Y Y 590 H 20P E Y Y 2 Y ST Y 593 H 15P G Y Y 594 T ST Y 595 T ST Y 596 T ST Y ST Y 598 ST ST 599 T ST Y 601 H 15S E Y 2 Y 602 H 15S G Y Y Y ST Y ST Y ST Y ST Y ST Y ST Y T ST Y Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift ST Y ST Y 616 H 10S E Y Y 617 H 15S E Y 2 Y 618 H 10S Y Y ST Y 623 H Y 20P E Y Y 2 Y 624 H Y 20P E Y Y 2 Y ST Y 629 H 15S E Y 2 Y 630 H Y 20P E Y Y 2 Y 631 H Y 20S E Y Y 2 Y 632 H Y 20S E Y 2 Y ST ST 698 H Y 15S E Y 2 Y 700 H Y 20S E ST Y Y 2 Y 702 H 15P E Y 2 Y 703 H Y 20S E Y 2 Y Y 771 H 20P E Y Y Y 776 H Y 20S E Y Y Y 36 Promotional Turn 12: GO CANADA!

39 Po d Pro gram The pod program consists of three Sold Space displays in 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.

40 Pod Program Continued All participating 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. Premium Pod - Jackson Triggs LCBO# Jackson-Triggs Esprit Chardonnay VQA 750mL LCBO# Jackson-Triggs Esprit Merlot VQA 750mL LCBO# Jackson-Triggs Proprietors Reserve Sauvignon Blanc VQA 750mL LCBO# Jackson-Triggs Proprietor s Reserve Meritage VQA 750 ml Components: Cross Merchandiser Reorder # Preprinted Pricer Cards (4 versions x 1 ) Hot Pod - Molson Canadian LCBO# Molson Canadian 6 x 341 ml LCBO# Molson Canadian 473mL Components: Flat Merchandiser Reorder # Preprinted Pricer Cards (2 versions x 1 ) New Pod - Naked Grape LCBO# Naked Grape Chardonnay Spritzer 4 x 341mL LCBO# Naked Grape White Zinfandel Spritzer 4 x 341mL Components: Flat Merchandiser Reorder # Preprinted Pricer Cards (2 versions x 1 ) 38 Promotional Turn 12: GO CANADA!

41 Corporate Promotional Pro grams

42 Ontario Superstars/ Popular Pick Program Ontario Superstars Château des Charmes Riesling VQA LCBO# ml $12.45 Golden in colour with a floral bouquet and aromas of citrus fruit and lychee spice. Slightly chilled, this wine makes an excellent aperitif and also matches well with maple-glazed ham, seafood or spicy dishes. Jackson-Triggs Proprietors Reserve Merlot VQA LCBO # ml $13.95 Deep garnet red with aromas of fresh berries layered with notes of oak, vanilla and spice. Ideal when paired with grilled steak,veal, Beef Wellington or medium-aged cheddar. Popular Pick XOXO Shiraz Cabernet LCBO# ml Easy-drinking, medium-bodied red wine with flavours of blackberries, black currants and plums and a touch of spice. Pairs wonderfully with burgers, stews and grilled red meats. LIMITED TIME OFFER Valid until February 28th, 2010 Was: $9.95 Save: $ 1.00 Now: $ Promotional Turn 12: GO CANADA!

43 Mixed Drink Fixtures Display Spot #1 Recommended Product: # of # of Bottles LCBO# Description Shelves Old Fixture New Fixture Konzelmann Merlot VQA 750 ml Strewn Chardonnay Barrel Aged 750 ml Inniskillin Riesling Pinot Grigio 750 ml Prospect Winery Fats Johnson Pinot Noir 750 ml Display Spot #2 Recommended Product: # of # of Bottles LCBO# Description Shelves Old Fixture New Fixture Centennial 10 YO Ltd Ed Rye 750 ml Canadian Club Classic 750 ml Steam Whistle Premium Pilsner 500 ml-c Sleeman Cream Ale 473 ml-c Marketing & Product Guide 41

44 Premium / Specialty Beer Program Promotion Dates: December 6, February 28, 2010 Overview Winter Beers are available in participating Premium Specialty Beer locations until Feb. 28 th. The assortment will be released throughout the months of December and January. Please merchandise alternate products in this section if the participating products are unavailable. A recommended list of alternate products is below. Please note that these products are one-time purchases for this promotion only. Participating Stores There have been some changes to the stores participating in this program. See Participating Stores section of this Guide. Participating Products LCBO # Description Format Country Aventinus Eisbock 500 ml Germany John By Imperial Stout 341 ml Canada Adnams Broadside 500 ml England Great Lakes Winter Ale 750 ml Canada Brooklyn Black Chocolate Stout 355 ml USA Ola Dubh Special Reserve ml Scotland Crème Brulee Stout 650 ml USA Punk IPA 330 ml Scotland Samuel Smith's Winter Welcome Ale 550 ml England Marston's Oyster Stout 500 ml England Fullers Vintage Ale ml England Rogue Yellow Snow IPA 650 ml USA St. Peter's Winter Ale 500 ml England Left Coast Pale Ale 650 ml Canada 42 Promotional Turn 12: GO CANADA!

45 Special Events

46 Special Events There are 11 LCBO locations that play host to the Special Events Program. The mission of the LCBO Special Events program is to engage our customers in a world of discovery through exciting, entertaining and knowledge-filled special events. Where possible, the goal is to assist in the overall integration of the brand through themed, multi-faceted events. What s On Board signage A What s On Board will be distributed to each Full Service store for January. The signage will encourage customers to speak with the Special Event Coordinator to find out what exciting courses and Open Events will be taking place. For more information about upcoming events, log on to and click on Learn. NAKED GRAPE SPRITZERS February 12 All stores Cool off with a sampling of summer s latest ready-to-drink beverages Naked Grape s Chardonnay and White Zinfandel Spritzers. A great combination of Chardonnay taste with a sparkling spritz, and the other with a mix of white zinfandel s strawberry flavour. TORONTO WINE & CHEESE SHOW TASTING February 26 #355 February 27 #573 It s that time of year again time for the Toronto Wine & Cheese Show. Why not have a taste of things to come and sample two of the many delicious wines available at the show. Canadian wine and cheese will be showcased. 44 Promotional Turn 12: GO CANADA!

47 S old Space Pro grams

48 End Aisle Display Brands End Aisle # LCBO # Description Support Program HD 125 Canadian Club 1140 ml VA Canadian Club Classic 750 ml LTO Wayne Gretzky Estate Cabernet Merlot VQA 750 ml BAM Wayne Gretzky Riesling VQA 750 ml Alexander Keith s Red Amber Ale 473 ml BBAM, BAM Alexander Keith s India Pale Ale 6 x 341 ml Alexander Keith s Premium White Ale 473 ml BBAM 893 Wiser s Deluxe 750 ml LTO Wiser s Special Blend 1140 ml VA Wiser s Small Batch Whisky 750 ml Girls Night Out Cabernet/Shiraz VQA 750 ml 4 Premium Mike s Hard Lemonade 4 Pk-B 1320 ml LTO Labatt Blue 6 x 341 ml BAM Labatt Blue 6 x 341 ml BAM 4 Standard Peller Estates Family Series Cab/Merlot VQA 750 ml LTO Mike s Light 4 Pk-B 1320 ml LTO Trius Brut VQA 750 ml LTO Trius Chardonnay VQA 750 ml LTO Trius Cabernet Franc VQA 750 ml LTO Sleeman Light 473 ml LTO Sleeman Honey Brown Lager 6 x 341mL LTO Sleeman Cream Ale 6 x 341mL LTO 1487 Crown Royal 750 ml LTO Seagrams 83 (PET) 1750 ml VA Crown Royal Limited Edition 750 ml 4622 Newfoundland Screech Rum 750 ml BAM 8 Premium Prospect Winery Fats Johnson Pinot Noir VQA 750 ml LTO Moosehead Beer 6 x 341 ml Prospect Winery Fats Johnson Pinot Noir VQA 750 ml LTO 8 Standard Moosehead Beer 6 x 341 ml Iceberg Vodka 1750 ml BAM Inniskillin Chardonnay VQA 750 ml BAM Inniskillin Riesling Pinot Grigio VQA 750 ml Inniskillin Pinot Noir VQA 750 ml 9 Premium Inniskillin Commemorative Edition Vidal Icewine ml Note: This is a VINTAGES Product. Merchandise the icewine on the shelf. The picture on the backer card does not include a picture of the product. Merchandising the icewine on the EA is optional, we encourage all stores with EA 9 Premium to participate Pelee Island Gamay Noir Zweigelt VQA 1500 ml LTO 9 Standard Pelee Island Gewurztraminer Riesling VQA 750 ml LTO Pelee Island Cabernet Franc VQA 750 ml LTO 46 Promotional Turn 12: GO CANADA!

49 End Aisle Display Brands Continued End Aisle # LCBO # Description Support Program Mott s Clamato Caesar Original 4 Pk-B 1420 ml Mott s Clamato Caesar Original 6 Pk-C 2046 ml LTO Gibson s Finest Sterling Edition 1140 ml LTO Gibson s Finest Sterling Edition 750 ml VA Gibson s Finest Sterling Edition 1750 ml BAM 12 Premium Henry Of Pelham Cuvee Catherine Brut VQA 750 ml Henry Of Pelham Riesling VQA 750 ml Henry Of Pelham Cabernet/Merlot VQA 750 ml 12 Standard Dan Aykroyd Cabernet Shiraz VQA 750 ml LTO Dan Aykroyd Pinot Noir VQA 750 ml BAM Dan Aykroyd Riesling VQA 750 ml LTO 6445 Creemore Springs Premium Lager 473 ml BBAM Mill Street Tankhouse Ale 6 x 341 ml Contest Steam Whistle Pilsner 6 x 341 ml Forty Creek Double Barrel Reserve Whisky 750 ml LTO Forty Creek Barrel Select 750 ml BAM Forty Creek Barrel Select Whisky 1140 ml BAM Eight Below Luxury Vodka 750 ml LTO Muskoka Cream Ale 473 ml VA Konzelmann Merlot VQA 750 ml Strewn Gewurztraminer/Riesling VQA 750 ml LTO Strewn Chardonnay Barrel-Aged VQA 750 ml Strewn Cabernet/Merlot VQA 750 ml LTO Peninsula Ridge Merlot VQA 750 ml VA Chatu Des Charmes Pinot Noir VQA 750 ml BAM Cave Spring Chardonnay VQA 750 ml LTO Century Reserve 15 Year Old Whisky BAM Centennial 10 Yr Old Limited Edition Rye 750 ml LTO Danfield s Private Reserve Small Batch 750 ml BAM Polar Ice Vodka (PET) 750 ml BAM Polar Ice Arctic Berry Vodka 750 ml Polar Ice Vodka 750 ml BAM 1305 Alberta Premium 1140 ml VA Alberta Pure Vodka PET 750 ml BAM Banff Ice Vodka 1750 ml BAM Marketing & Product Guide 47

50 Shelf Extenders Extender Support # of Extenders LCBO# Description Location Programs R1: Vodka A Reyka Vodka 750 ml BAM Y Y R2: Vodka B Hendrick's Gin 750 ml BAM Y Y Y Y Y R3: Vodka C Absolut Vodka 1140 ml LTO Y Y Y Y Y Y R4: Vodka D Prince Igor Vodka (P.E.T) 1750 ml BAM Y Y Y Y Y Y R5: Vodka E Smirnoff Vodka Pet 1.14l 1140 ml BAM Y Y Y Y Y Y R6: Rum A El Dorado Demerara 5 Year Old Rum 750 ml LTO Y R7: Rum B Bacardi Razz Original Raspberry Rum 750 ml LTO Y Y Y Y Y R8: Rum C Captain Morgan Spiced Rum 750 ml BAM Y Y Y Y Y Y R9: Rum D Havana Club Anejo Reserva 750 ml LTO Y Y Y Y Y Y R10: Rum E Sailor Jerry Spiced Navy Rum 750 ml BAM Y Y Y Y Y Y R11: Canadian Whisky A Gaston De Lagrange Vs 750 ml LTO Y Y R12: Canadian Whisky B Whyte & Mackay Special Reserve 750 ml BAM Y Y Y Y Y R13: Canadian Whisky C 471 Seagrams V.O ml VA Y Y Y Y Y Y R14: Canadian Whisky D 42 Canadian Club 750 ml VA Y Y Y Y Y Y R15: Canadian Whisky E Canadian Club 1750 ml LTO Y Y Y Y Y Y R16: Scotch A 1925 Courvoisier Vs 750 ml LTO Y Y Y Y Y Y R17: Scotch B 9365 Small Cask Brandy 750 ml BAM Y Y Y Y Y Y R18: Gin A 1453 Tanqueray Dry Gin 1140 ml LTO Y Y Y Y Y Y R19: Liqueurs A Tia Maria 750 ml LTO Y Y Y Y R20: Liqueurs B Frangelico 750 ml LTO Y Y Y Y Y Y R21: Liqueurs C Bolivar Coffee Liqueur 1140 ml LTO Y Y Y Y Y Y R22: Liqueurs D 5959 Baileys Irish Cream 750 ml LTO Y Y Y Y Y Y R23: Brandy A Otard Vsop Cognac 750 ml LTO Y R24: Brandy B Duff Gordon Brandy 750 ml BAM Y Y Y Y Y Y R25: Tequila A Patron Silver Tequila 750 ml BAM Y Y Y Y R26: Ontario Blend A Pelee Island Shiraz 750 ml LTO Y Y Y Y Y Y R27: Ontario Blend B Colio Extra Dry Red 1500 ml LTO Y Y Y Y Y Y R28: Ontario Blend C Peller Estates French Cross Blush Crtn 1000 ml LTO Y Y Y Y Y Y *Y = your store implements this extender. ** See the Participating Stores section of this Guide to determine how many regular shelf extender locations your store has. 48 Promotional Turn 12: GO CANADA!

51 Shelf Extenders Continued Extender Support # of Extenders LCBO# Description Location Programs R29: Ontario Non-VQA A Southbrook Farms Framboise 375 ml LTO Y Y Y Y Y R30: Ontario Non-VQA B Jackson-Triggs Prop Select Cabernet Sauvignon 1500 ml LTO Y Y Y Y Y Y R31: Ontario Non-VQA C Eastdell Blk Cab (Cab Fr,Baco Nr,Cab Sav) Vqa 750 ml BAM Y Y Y Y Y Y R32: Ontario Non-VQA D Pelee Island Baco Noir Vqa 750 ml LTO Y Y Y Y Y Y R33: Ontario VQA A Harbour Estates Sunrise Vidal/Chardonnay Vqa 750 ml LTO Y Y Y R34: Ontario VQA B Sibling Rivalry White Vqa 750 ml Y Y Y Y R35: Australia/ New Zealand A Pascual Toso Merlot 750 ml LTO Y Y Y R36: Australia/ New Zealand B Two Oceans Cabernet Sauvignon/Merlot 750 ml BAM Y Y Y Y R37: Australia/ New Zealand C Two Oceans Pinot Noir 750 ml BAM Y Y Y Y Y Y R38: Australia/ New Zealand D Wyndham Estate Bin 555 Shiraz 750 ml LTO Y Y Y Y Y Y R39: USA A Beringer Founders Estate Chardonnay 750 ml LTO Y Y Y Y Y Y R40: USA B Cookoothama Cabernet Merlot 750 ml LTO Y Y Y Y Y Y R41: Chile A Vina Carmen Classic Cabernet Sauvignon 750 ml LTO Y Y Y Y R42: Chile B Santa Carolina Cabernet Sauvignon Reserva 750 ml LTO Y Y Y Y Y Y R43: France Blend A Warre's Otima 10 Year Old Port 500 ml LTO Y R44: France Blend B Fat Bastard Shiraz Vdp 750 ml LTO Y Y Y Y Y Y R45: France South A Cellierdauphins Carte Noire Cotes Du Rhone 750 ml LTO Y Y R46: France South B Folonari Valpolicella Classico 1500 ml LTO Y Y Y Y Y Y R47: France Bordeaux/ Georges Duboeuf Beaujolais 750 ml LTO Y Y Y Burgundy A R48: Italy Central A Feudo Arancio Grillo 750 ml LTO Y Y R49: Italy Central B Masi Modello Delle Venezie Rosso 750 ml BAM Y Y Y Y Y Y R50: Italy North A Marques De Caceres Crianza Red 750 ml LTO Y Y Y Y Y R51: Italy North B Citra Sangiovese Terre Di Chieti 750 ml LTO Y Y Y Y Y Y R52: Southern Europe A Kourtakis Apelia Red 1500 ml LTO Y Marketing & Product Guide 49

52 Shelf Extenders Continued Extender Support # of Extenders LCBO# Description Location Programs R53: Southern Europe B J.P. Chenet Cabernet Syrah 750 ml LTO Y Y Y R54: Germany A 8094 Deinhard Green Label Riesling 750 ml LTO Y Y Y Y Y Y R55: Sparkling A Giovello Prosecco 750 ml LTO Y Y Y R56: Sparkling B Robert Mondavi Woodbridge Cabernet Sauvignon 750 ml NT, BAM Y Y Y Y Y Y R57: Ontario Beer A 7773 Kokanee Beer 473 ml BAM Y Y R58: Ontario Beer B Red Stripe Lager 473 ml LTO Y Y Y Y Y Y R59: Beer Grolsch Premium Lager 500 ml Y R60: Beer Guinness Extra Stout 6 x 341 ml BAM Y Y Y Y Y Y R61: Beer Peroni Nastro Azzuro 6 x 330 ml BAM Y Y Y Y Y Y R62: Beer Pilsner Urquell 6 x 330 ml BAM Y Y Y Y Y Y R63: Party Zone Seagram Orange Cream Swirl 4 x 341 ml LTO Y Y Y Y Y Y R64: Party Zone Arbour Mist Exotic Fruits White Zinfandel BAM, BAMM Y Y Y Y Y Y R65: Party Zone Smirnoff Pomegranate Martini 750mL LTO Y Y Y Y Y Y *Y = your store implements this extender. ** See the Participating Stores section of this Guide to determine how many extender locations your store has. 50 Promotional Turn 12: GO CANADA!

53 Discovery Shelf Extenders Location LCBO # Description Support Program D1: Discovery Wines Trumpours Mill Gamay Noir VQA 750 ml NT D2: Discovery Wines Bodegas Castano La Casona Monastrell 750 ml BAM D3: Discovery Wines Errazuriz Max Reserva Cabernet Sauvignon 750 ml LTO D4: Discovery BSM Fruli Strawberry Beer 250 ml D5: Discovery BSM Affligem Blond 330 ml D6: Discovery BSM Bacardi Classic Mojito 750 ml LTO D7: Discovery Spirits Isle Of Jura Superstition Single Malt 750 ml BAM D8: Discovery Spirits Plymouth Gin 750 ml LTO D9: Discovery Spirits Appleton Estate Reserve Jamaica Rum 750 ml LTO Community Shelf Extenders Location LCBO # Description Support Program C1: Community Extender Lamb's Palm Breeze (P.E.T) 1750 ml BAM C2: Community Extender Pure Gold Whisky (P.E.T) 1140 ml BAM C3: Community Extender Pelee Island Shiraz/Cabernet 750 ml LTO C4: Community Extender Sogrape Vila Regia 750 ml LTO C5: Community Extender Penfolds Koonunga Hill Shiraz/Cabernet 750 ml LTO Green Extender Extender Location LCBO # Description Support Program G1: Green Extender Banrock Station Unwooded Chardonnay 750 ml BAM Marketing & Product Guide 51

54 IMAGE Shelf Talker LCBO # Description Format 6585 Torres Sangre De Toro 750 ml Lizard Flat Cabernet Merlot Carton 1000 ml Smokehead Islay Single Malt Scotch Whisky 750 ml Bouchard Pere & Fils Pouilly-Fuisse 750 ml The Glenlivet Nadurra Aged 16 Years 750 ml Segura Viudas Brut Reserva Cava Sparkling 750 ml Colio Viva Spumante 750 ml Cameron's Cream Ale 9 x 341 ml Support Programs Tiger Beer 500 ml LTO Chivas Regal 18 Year Old 750 ml The Glenlivet French Oak Reserve 15 Year Old 750 ml Affligem Blond 330 ml SE Fruli Strawberry Beer 250 ml SE Moosehead Beer 6 x 341 ml EA 52 Promotional Turn 12: GO CANADA!

55 Limited Time Offers LCBO# Description SAVE Support Programs 893 Wiser's De Luxe 750 ml $2.00 EA 1453 Tanqueray Dry Gin 1140 ml $2.10 SE 1487 Crown Royal 750 ml $2.00 EA 1743 Ruffino Chianti 750 ml $ Martini & Rossi Asti 750 ml $ Courvoisier VS 750 ml $3.20 SE 5959 Baileys Irish Cream 750 ml $1.50 SE 8094 Deinhard Green Label Riesling 750 ml $1.50 SE 9274 Chivas Regal 12 Year Old 1140 ml $ Gaston De Lagrange VS 750 ml $2.00 SE XOXO Shiraz Cabernet 750 ml $1.00 OWP Effen Vodka 750 ml $ Folonari Valpolicella Classico 1500 ml $2.00 SE Harbour Estates Sunrise Vidal Chardonnay VQA 750 ml $1.00 SE Duchy Originals 500 ml $ Sauza Gold Tequila 750 ml $ Canadian Club 1750 ml $1.00 SE Pascual Toso Merlot 750 ml $1.00 SE Otard VSOP Cognac 750 ml $3.00 SE Smirnoff Grand Cosmopolitan 750 ml $ Peller Estates Family Series Cabernet Merlot VQA 750 ml $1.00 EA Angove's Red Belly Black Shiraz 750 ml $ Peller Estates French Cross Red Carton 1000 ml $ Peller Estates French Cross Blush Carton 1000 ml $1.50 SE Marques De Caceres Crianza Red 750 ml $1.50 SE Carlsberg 6 x 330 ml $ Dan Aykroyd Cabernet Shiraz VQA 750 ml $1.00 EA Vina Carmen Classic Cabernet Sauvignon 750 ml $1.00 SE Pelee Island Gamay Noir Zweigelt VQA 1500 ml $1.50 EA Hochtaler Cask 4000 ml $ Giovello Prosecco 750 ml $1.00 SE Colio Extra Dry Red 1500 ml $2.00 SE Domaine D'Or White 1500 ml $ Girls' Night Out Merlot Chardonnay Rose VQA 750 ml $ Yellow Tail Bubbles Rose 750 ml $ J.P. Chenet Cabernet Syrah 750 ml $1.00 SE Cookoothama Cabernet Merlot 750 ml $1.00 SE Rekorderlig Wild Berries 500 ml $ Prospect Winery Fats Johnson Pinot Noir VQA 750 ml $1.00 EA Forty Creek Double Barrel Reserve Whisky $ Dan Aykroyd Riesling VQA 750 ml $1.00 EA Marketing & Product Guide 53

56 Limited Time Offers Continued LCBO# Description SAVE Support Programs Baileys Coffee Irish Cream Liquor 750 ml $ Smirnoff Pomegranate Martini 750 ml $2.00 SE Fuller's Extra Special Bitter 500 ml $ Eight Below Luxury Vodka 750 ml $5.00 EA Frescobaldi Chianti Nipozzano Riserva 750 ml $ Auchentoshan 12 Year Old Single Malt Scotch 750 ml $ Pelee Island Gewurztraminer Riesling VQA 750 ml $1.00 EA Bols Creme De Cacao White 750 ml $ Cellierdauphins Carte Noire Côtes Du Rhône 750 ml $1.00 SE Bacardi Black 1140 ml $ Bacardi Classic Mojito 750 ml $1.00 SE Feudo Arancio Grillo 750 ml $1.00 SE Mike's Hard Pink Lemonade 4 x 330 ml $ Canadian Club Classic 750 ml $2.00 EA Sleeman Light 473 ml $0.30 Super Sale KLB Raspberry Wheat Ale 473 ml $ Zlatorog Beer 500 ml $ Pelee Island Rouge 1000 ml $ Frangelico 750 ml $2.00 SE The Macallan 12 Year Old 750 ml $ Gibson's Finest Sterling Edition 1140 ml $1.10 EA Wyndham Estate Bin 555 Shiraz 750 ml $1.50 SE Bacardi Razz Original Raspberry Rum 750 ml $1.00 SE Appleton Estate Reserve Jamaica Rum 750 ml $ Georges Dubœuf Beaujolais 750 ml $1.00 SE Alpenbitter No ml $ Crown Royal PRW** 750 ml $ Baileys Gift BX** 750 ml $ Cave Spring Chardonnay VQA 750 ml $1.00 EA Absolut Vodka 1140 ml $1.30 SE Absolut Citron Vodka 750 ml $ Aberlour Highland Malt 10 Year 750 ml $ La Vieille Ferme Côtes Du Ventoux 750 ml $ Castillo De Almansa Reserva 750 ml $ Santa Rita Reserva Sauvignon Blanc 750 ml $ Santa Carolina Cabernet Sauvignon Reserva 750 ml $1.00 SE Okocim Beer 500 ml $ Penfolds Koonunga Hill Shiraz Cabernet 750 ml $1.50 Community Extender Becks 500 ml $ Jackson-Triggs Proprietors' Selection Cabernet Sauvignon 1500 ml $2.00 SE Appleton Estate V/X 1140 ml $ Promotional Turn 12: GO CANADA!

57 Limited Time Offers Continued LCBO# Description SAVE Support Programs Holsten Festbock 500 ml $ Errazuriz Max Reserva Cabernet Sauvignon 750 ml $2.00 Discovery Extender (V)Cab Sauvignon Marques (Concha Y Toro) 750 ml $ Southbrook Farms Framboise 375 ml $1.00 SE Hine Rare & Delicate Cognac 750 ml $ (V)Vintners Blend Zinfandel (Ravenswood) 750 ml $ Centennial 10 Year Old Limited Edition Rye 750 ml $1.00 EA Skyy Vodka 750 ml $ (V)Cannonau Riserva Sardinia (Sella& Mosca 750 ml $ Cesari Amarone 750 ml $ Mike's Hard Lemonade 4 x 330 ml $1.00 EA Pelee Island Cabernet Franc VQA 750 ml $1.00 EA (V)Bankside Shiraz S Australia (Hardys) 750 ml $ Havana Club Anejo Reserva $ Trius Brut VQA 750 ml $3.00 EA Herradura Reposado Tequila 750 ml $ Spinelli Quartana Montepulciano D'Abruzzo 750 ml $ Banrock Station Unwooded Chardonnay 750 ml $1.00 Green Extender Sogrape Vila Regia 750 ml $1.00 SE Strewn Gewurztraminer Riesling VQA 750 ml $1.00 EA Woodford Reserve Distiller's Select Bourbon 750 ml $ Citra Sangiovese Terre Di Chieti 750 ml $0.50 Community Extender Pelee Island Baco Noir VQA 750 ml $1.00 SE Whistler Premium Export Lager 6 x 330 ml $ Robert Mondavi Woodbridge Merlot 750 ml $ Trius Chardonnay VQA 750 ml $1.30 EA Luxardo Sambuca Dei Cesari 1140 ml $ Robert Mondavi Woodbridge Pinot Grigio 750 ml $ Beringer Founders Estate Chardonnay 750 ml $2.00 SE Plymouth Gin 750 ml $3.00 SE Kourtakis Apelia Red 1500 ml $1.00 SE Warsteiner Premium Lager 500 ml $ St Remy Xo Brandy $ Fat Bastard Shiraz VDP 750 ml $1.50 SE Old Speckled Hen 4 x 500 ml $ Warre's Otima 10 Year Old Port 500 ml $2.00 SE Sola Nero White 1500 ml $ Sola Nero Red 1500 ml $ Remy Martin XO Excellence Cognac 750 ml $ Trius Cabernet Franc VQA 750 ml $1.30 EA Strewn Cabernet/Merlot VQA 750 ml $1.00 EA Marketing & Product Guide 55

58 Limited Time Offers Continued LCBO# Description SAVE Support Programs Kittling Ridge White Zinfandel Vidal 1500 ml $ Pelee Island Merlot 1500 ml $ Peninsula Ridge Inox Chardonnay VQA 750 ml $ Angus The Bull Cabernet Sauvignon 750 ml $ Bolivar Coffee Liqueur 1140 ml $3.00 SE Mott's Clamato Caesar Original 6 x 341 ml $1.00 EA Pomtini Vodka & Pomegranate Cooler 4 x 330 ml $ Funky Llama Shiraz 750 ml $ Errazuriz Max Reserva Shiraz 750 ml $ Red Knot Shiraz 750 ml $ Pelee Island Merlot Cabernet 750 ml $ Babich Sauvignon Blanc 750 ml $ Pelee Island Shiraz 750 ml $1.00 SE (V)P. Noir Marlb. K. Crawford(Constellation 750 ml $ Tia Maria 750 ml $2.00 SE Pelee Island Shiraz Cabernet 750 ml $1.00 Community Extender Radeberger Pilsner 500 ml $ Sleeman Honey Brown Lager 6 x 341 ml $1.00 EA Baltika #3 Classic Beer 500 ml $ Woody's Pink Grapefruit 4 x 330 ml $ Sleeman Clear 6 x 341 ml $ Seagram Orange Cream Swirl 4 x 341 ml $1.00 SE Mike's Light 4 x 330 ml $1.00 EA El Dorado Special Reserve 15 Year Old Rum 750 ml $ El Dorado Demerara 5 Year Old Rum 750 ml $1.00 SE Hacker Pschorr Weisse Bier 500 ml $ Sleeman Cream Ale 6 x 341 ml $1.00 EA Big Rock Grasshopper Wheat Ale 6 x 341 ml $ Rickard's Red $1.00 Super Sale (V)D'Arry's Orig Shiz/Gren Mcla(D'Arenberg 750 ml $ Promotional Turn 12: GO CANADA!

59 4-Day SALE Limited Time Offers See Page 13 LCBO# Description Format LTO 117 Bacardi Superior 750 ml $ Crown Royal 1140 ml $ Red Stripe 473 ml $ Malibu Coconut 750 ml $ Tiger Beer 500 ml $ Rev 4 x 330 ml $ Canadian Club Classic 1750 ml $ Mike's Hard Lemonade 12 x 330 ml $ Radeberger 500 ml $ Sleeman Light 473 ml $ Rickard s Red 6 x 341 ml $1.25 Marketing & Product Guide 57

60 Value Added Program Available from your supplying warehouse LCBO# Description Value Add VA Mother Carton # 42 Canadian Club 750 ml Canadian Club Classic 50 ml Alberta Premium 1140 ml Canadian Club Premium 50 ml Small Cask Brandy 1140 ml Bolivar Coffee Liqueur, 50 ml Schenley O.F.C.(P.E.T) 1750 ml Danfields mini 2x50 ml Alberta Pure Vodka (P.E.T) 1750 ml Canadian Club Premium 2x50 ml Appleton Estate V/X 750 ml 50 ml. Appleton Reserve Gibson's Finest Sterling Edition 750 ml Gibson's 12YO 50 ml Pure Gold Whisky (P.E.T) 1750 ml Forty Creek Barrel Select Whisky, 100 ml Banff Ice Vodka 1140 ml Souza Gold 50 ml St. Remy Brandy 1140 ml St Remy XO 50 ml Promotional Turn 12: GO CANADA!

61 Value Added Program Available from supplier s representatives LCBO# Description VA Approved 125 Canadian Club 1140 ml Toque 471 Seagrams V.O ml Crown Royal 50 ml 1230 Brights President Dry Sparkling 750 ml Ferraro Roche Chocolates 1412 Wiser's Special Blend 1140 ml Wiser's Deluxe 50 ml 5967 Remy Pannier Anjou 750 ml Bottle Stopper 6114 Chauvenet Beaujolais 750 ml Corkscrew 6882 Grand Macnish 750 ml Iceberg Vodka 50 ml Xoxo Merlot Cabernet 750 ml Lip Gloss On-Pack Xoxo Sauvignon Blanc Chenin 750 ml Lip Gloss On-pack Durbanville Hills Sauvignon Blanc 750 ml Enviro Bag Durbanville Hills Shiraz 750 ml Enviro Bag Xoxo Pinot Grigio/Chardonnay 750 ml Lip Gloss On-Pack Peninsula Ridge Merlot VQA 750 ml Branded Corkscrew Eco Luxury Vodka 750 ml Recyled glass Pillitteri Unoaked Chardonnay VQA 750 ml Tea Light Candles Pillitteri Estates I Baci Pinot Grigio 750 ml i baci Panties and Boxers Pillitteri Estates I Baci Cabernet Merlot 750 ml i baci Panties and Boxers Rocamar Red 1500 ml Corkscrew Lamb's White Rum (P.E.T) 1750 ml Lamb's Black Sheep 50 ml x Muskoka Cream Ale 473 ml Comemorative Coasters Muskoka Lager 6 x 355 ml Commemorative Coaster Tag No.5 Vodka Jigger Corona Extra 6 x 330 ml Lip Balm Seagrams 83 (P.E.T) 1750 ml Captain Morgan White Rum 100 ml Henri Mounier Vs Cognac 750 ml Pineau des Charente mini Samuel Adams Boston Lager 6 x 355 ml Glass Pillitteri Gewurztraminer/Riesling VQA 750 ml Tea Light Candles Pillitteri Cabernet/Merlot VQA 750 ml Tea Light Candles Santa Alicia Estate Bottled Chardonnay 750 ml Drop Stopper Alize Gold Passion 750 ml Designer Enviro Bags Polar Ice Vodka (P.E.T) 1750 ml Kahlua Mocha 50 ml x Alize Red Passion 750 ml Designer Enviro Bags Sourz Apple Liquor 750 ml Banff Ice 50 ml Naked Grape Sauvignon Blanc 750 ml Dove Chocolates Marketing & Product Guide 59

62 AIR MILES Reward Miles LCBO # Description BAM Support Programs 83 Seagrams Five Star 750 ml Smirnoff Vodka 1140 ml Blue Nun Qualitatswein 750 ml Stock Sweet Vermouth Red 1000 ml Bacardi Gold Rum 1140 ml Sauza Silver 750 ml Tanqueray Dry Gin 750 ml Schenley O.F.C. 750 ml Ricasoli Brolio Chianti Classico 750 ml Stock 84 VSOP Brandy 750 ml Newfoundland Screech Rum 750 ml 5 EA 5132 Silent Sam Vodka 750 ml Paarl Brandy 5 Star 750 ml Kronenbourg 6 x 330 ml Kwv Roodeberg 750 ml Kokanee Beer 473 ml 1 SE 9118 Henkell Trocken Piccolo 3 x 200 ml Small Cask Brandy 750 ml 5 SE Dujardin VSOP Brandy 750 ml Glenfiddich Single Malt 12 Year Old 750 ml Silent Sam Vodka 1140 ml Duff Gordon Brandy 750 ml 6 SE Reyka Vodka 750 ml 6 SE Pure Gold Whisky PET 1140 ml 10 SE Coyotes Run Unoaked Chardonnay VQA 750 ml Coyotes Run Cabernet VQA 750 ml Prince Igor Extreme Vodka 1140 ml Patron Silver Tequila 750 ml 20 SE The Famous Grouse 1140 ml Kopke Full Rich Ruby Port 750 ml Zubrowka Bison Vodka 750 ml Isle Of Jura Superstition Single Malt 750 ml 10 SE Ruffino Chianti Classico Riserva Ducale 750 ml Penfolds Koonunga Hill Cabernet Sauvignon 750 ml Bacardi Superior 1750 ml Robert Mondavi Woodbridge Cabernet Sauvignon 750 ml 5 NT, SE Colio Estate Shiraz Cabernet VQA 750 ml Alexander Keith's Red Amber Ale 473 ml 1 BBAM, EA Harviestoun Bitter & Twisted 500 ml Russian Prince PET 750 ml 8 60 Promotional Turn 12: GO CANADA!

63 AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs Lamb's Palm Breeze PET 1750 ml 12 SE Hillebrand Artist Series Gamay Noir VQA 750 ml Two Oceans Pinot Noir 750 ml 5 SE Cono Sur Viognier 750 ml Reif Chardonnay Sauvignon Blanc VQA 750 ml Inniskillin Chardonnay VQA 750 ml 5 EA Remy Pannier Sauvignon Blanc 750 ml Lâtour Pinot Noir 750 ml Polar Ice Vodka PET 750 ml 8 EA Little Black Dress Merlot 750 ml Tuborg Green Beer 500 ml Tuborg Gold Beer 6 x 330 ml De Sousa Dois Amigos Vidal VQA 1500 ml Wayne Gretzky Estate Cabernet Merlot VQA 750 ml 4 EA Antinori Santa Cristina Rosso 750 ml Mezzomondo Sangiovese Merlot 750 ml Sailor Jerry Spiced Navy Rum 750 ml 6 SE Bass Pale Ale 500 ml Alberta Pure Vodka PET 750 ml 7 EA Innis & Gunn Oak Aged Beer 750 ml Kittling Ridge Kingsgate Sherry 750 ml Concha y Toro Casillero Del Diablo Malbec 750 ml Dan Aykroyd Pinot Noir VQA 750 ml 4 EA Russian Prince PET 375 ml Century Reserve 15 Year Old Whisky 10 EA French Tom Merlot 750 ml Smirnoff Vodka PET 1140 ml 8 SE Equifera Chardonnay VQA 750 ml Polar Ice Vodka 750 ml 8 EA The Black Grouse 750mL Bodegas Castano La Casona Monastrell 750 ml 3 Discovery Extender Montecillo Crianza La Rioja 750 ml Peller Estates Family Series Cabernet Sauvignon VQA 750 ml Château Des Charmes Brut Methode Traditionale VQA 750 ml Château Des Charmes Cabernet Franc Estate Bottled VQA 750 ml Firestone Sauvignon Blanc 750 ml Prince Igor Vodka PET 1750 ml 12 SE Château Des Charmes Pinot Noir VQA 750 ml 4 EA Gibson's Finest Sterling Edition 1750 ml 10 EA Marketing & Product Guide 61

64 AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs Harveys Bristol Cream Sherry 750 ml Grant's Family Reserve 375 ml De Sousa Dois Amigos Baco Foch VQA 1500 ml Luxardo Amaretto Di Saschira 750 ml Fetzer Valley Oaks Fume Blanc 750 ml Gato Negro Merlot 750 ml Whyte & Mackay Special Reserve 750 ml 7 SE Fetzer Valley Oaks Chardonnay 750 ml Peller Estates French Cross Chardonnay 1500 ml 5 BBAM Wente Southern Hills Cabernet Sauvignon 750 ml Bombay Sapphire London Dry 750 ml Gilbey's Lemon Gin PET 750 ml Kamora Coffee Liquor 1140 ml Fetzer Valley Oaks Cabernet Sauvignon 750 ml Alberta Springs 1140 ml Two Oceans Cabernet Sauvignon Merlot 750 ml 5 SE Cono Sur Pinot Noir 750 ml Vina Carmen Cabernet Sauvignon Reserve 750 ml Bolla Pinot Grigio Delle Venezie 750 ml Santa Alicia Estate Bottled Merlot 750 ml Pilsner Urquell 6 x 330 ml 4 SE Legends Estates Gewürztraminer VQA 750 ml Robert Mondavi Private Selection Sauvignon Blanc 750 ml Grolsch Premium Lager 6 x 330 ml Belvedere Vodka 750 ml Vina Carmen Carmenere Cabernet Sauvignon Reserve 750 ml Banff Ice Vodka 1750 ml 10 EA Château Des Charmes Cabernet Merlot VQA 750 ml Luna Di Luna Chardonnay Pinot Grigio 750 ml Piper Heidsieck Brut Champagne 750 ml J&F Lurton Les Fumees Blanches Sauvignon Blanc Vdp 750 ml Moet & Chandon Brut Rosé 750 ml 20 BBAM Captain Morgan Spiced Rum 750 ml 10 SE Moet & Chandon Nectar Imperial 750 ml 20 BBAM Arbor Mist Exotic Fruits White Zinfandel 750 ml 4 BBAM Chopin Potato Vodka 750 ml Peroni Nastro Azzuro 6 x 330 ml 4 SE Masi Modello Delle Venezie Rosso 750 ml 6 SE Kittling Ridge White Zinfandel Vidal 750 ml Iceberg Vodka 1750 ml 12 EA 62 Promotional Turn 12: GO CANADA!

65 AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs Forty Creek Barrel Select 750 ml 6 EA Kittling Ridge Icewine & Brandy 375 ml Deakin Estate Shiraz 750 ml Dr Mcgillicuddy French Kiss Vanilla Schnapps 750 ml Dunavar Muscat 750 ml Black Tower Riesling 750 ml Slava Ultra Premium Vodka 750 ml Pasqua Sagramoso Ripasso Valpolicella 750 ml Pernod Absinthe 700 ml Danfield's Private Reserve Small Batch 750 ml 8 EA Appleton Estate Reserve Jamaica Rum 1140 ml Forty Creek Barrel Select Whisky 1140 ml 8 EA Glenfiddich Single Malt 15 Year Old 750 ml Beringer Stone Cellars Cabernet Sauvignon 750 ml Eastdell Black Cab VQA 750 ml 4 SE Niagara's Best Blonde Premium Ale 6 x 341 ml Cookoothama Chardonnay 750 ml Cookoothama Shiraz 750 ml Collavini Pinot Grigio 1500 ml Negrar Ripasso Valpolicella Classico 750 ml Château De Montgueret Cremant De Loire Brut 750 ml Yvon Mau Shiraz VDP 750 ml Hendrick's Gin 750 ml 10 SE Penfolds Koonunga Hill Shiraz 750 ml Lulu B Pinot Noir VDP 750 ml Peller Estates French Cross Shiraz 1500 ml 5 BBAM Peller Estates French Cross Pinot Grigio 1500 ml 5 BBAM Red Leaf Lager 6 x 341 ml Labatt Blue 6 x 341 ml 4 EA Guinness Extra Stout 6 x 341 ml 4 SE Marketing & Product Guide 63

66 Bundling AIR MILES Reward Miles BBAM Option LCBO# Description BAM Approved BBAM Amount Alexander Keith's Red Amber Ale 473 ml Alexander Keith's Premium White Ale 473 ml Fish Hoek Sauvignon Blanc 750 ml Fish Hoek Shiraz 750 ml Moet & Chandon Brut Rose 750 ml Moet & Chandon Nectar Imperial 750 ml 20 Total BBAM Arbor Mist Exotic Fruits White Zinfandel 750 ml Creemore Springs Premium Lager 473 ml Sleeman Honey Brown Lager 473 ml Sleeman Original Draught 473 ml Sleeman Cream Ale-Can 473 ml Peller Estates French Cross Chardonnay 1500 ml Peller Estates French Cross Shiraz 1500 ml Peller Estates French Cross Pinot Grigio 1500 ml Complete details about the Bundling Bonus AIR MILES (BBAM) support program are published on In Summary: Option 1 - Buy the two listed products at the same time and receive the BBAM Option 2 - Buy two of the same listed product and receive the BBAM Option 3 - Buy three of the same listed product and receive the BBAM Option 4 - Buy two of the three listed products and receive the BBAM 64 Promotional Turn 12: GO CANADA!

67 Necktags LCBO# Description Support Programs NT Approved 8771 Voyant Chai Cream Liquor 750 ml Chai Me You'll Like Me Baileys Mint Chocolate Irish Cream Liquor 750 ml Valentine's Day Baileys Caramel Irish Cream Liquor 750 ml Valentine's Day Absolut Pears Vodka 750 ml Recipe Robert Mondavi Woodbridge Sauvignon Blanc 750 ml Heart & Stroke Foundation Robert Mondavi Woodbridge Cabernet Sauvignon 750 ml BAM, SE Heart & Stroke Foundation Le Piat D'Or Blanc 750 ml Evolution Baileys Mint Chocolate Irish Cream Liquor 375 ml Valentine's Day Baileys Caramel Irish Cream Liquor 375 ml Valentine's Day Absolut Mango Vodka 750 ml Recipe Le Piat D'Or Rouge 750 ml Evolution Baileys Irish Cream 375 ml Valentine's Day Prospect Winery The Census Count Chard Vqa 750 ml Award Info Robert Mondavi Woodbridge Chardonnay 750 ml Heart & Stroke Foundation Le Piat D'Or Blanc 1500 ml Evolution Le Piat D'Or Rouge 1500 ml Evolution Baileys Irish Cream 1750 ml Valentine's Day Cooks Brut Champagne 750 ml Romantic Getaway for Montresor Amarone 750 ml Gold Medal Winner!! Robert Mondavi Woodbridge Cabernet Sauvignon 1500 ml Heart & Stroke Foundation Robert Mondavi Woodbridge Sauvignon Blanc 1500 ml Heart & Stroke Foundation Malibu Coconut Rum 750 ml Win a Trip Contest Robert Mondavi Woodbridge Chardonnay 1500 ml Heart & Stroke Foundation Danzka Cranberyraz Vodka 750 ml Scandinavian Cocktail suggestion Baileys Irish Cream Liquor 1140 ml Valentine's Day Trumpours Mill Gamay Noir Vqa 750 ml SE Habitat for Humanity 65

68 Contests LCBO# Description Support Program Contest Approved Mill Street Tankhouse Ale 6 x 341 ml EA End Aisle/Shelf Extender: World Class Beers Malibu Coconut Rum 750 ml NT Necktag-Contest : Win a Trip to Shakedown with Malibu 66 Promotional Turn 12: GO CANADA!

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70 The Winter 2010 issue of Food & Drink was distributed in stores Wednesday, January 13, Features: Go casual at lunch or supper with dressed-up burgers and hearty sides. Vegetarian stews and casseroles: filling, delicious and looking good! All-Canadian dishes and wines, assembled by three of our top chefs. 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 magazine equitably among all stores who request over 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Copy Only Watch for the Spring 2010 issue of Food & Drink, which will be in stores on Wednesday, March 3, 2010.Trade 68 Promotional Turn 12: GO CANADA!

71 D isplay Table M erchandising G uidelines

72 Merchandising Display Tables Table of Contents Participating Stores Merchandising Display Table Guidelines Display Table Themes Product Orders Product Placement Nesting Table Baskets Market Place Fixtures Brand Hi Lite Program Nesting Tables Nesting Table Theme Location Nesting Table Map Theme: Canada s Favourite Brews Theme: golocal Theme: Canada s Outstanding Wines Vintages February 6 th Release Vintages February 20 th Release Promo Tables Promo Table Theme Location Promo Table Map Theme: Valentines Day Gifts Theme: Featured Wines from Southern Italy Theme: Canada s Favourite Brews Theme: Canadian Vodka Theme: Canadian RTD Store Floor Plans Program Overview The display guidelines contained in this booklet provide direction on merchandising Nesting and Promo Tables effectively for each Promotional Turn. Nesting and Promo Table displays provide additional opportunities for incremental sales and are major components of the store environment and shopping experience. Participating Stores* 1, 15, 21, 22, 31, 35, 38, 40, 57, 115, 149, 164, 171, 185, 187, 191, 198, 200, 212, 226, 243, 252, 253, 265, 329, 334, 340, 346, 355, 360, 361, 367, 371, 373, 378, 388, 390, 393, 412, 416, 417, 432, 438, 445, 452, 495, 522, 523, 525, 536, 542, 544, 545, 555, 556, 573, 575, 590, 601, 617, 623, 624, 631, 632 *Not all stores participate in all programs. Visual Merchandising Team If you have any questions, please contact your store s Regional Visual Merchandiser or Julia Coates at Promotional Turn 12: GO CANADA!

73 Merchandising Display Table Guidelines Display Table Themes The new Nesting Table Map on page 79 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 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. Example of Nesting Table Marketing & Product Guide 71

74 Merchandising Display Table Guidelines Continued Product Placement Avoid spreading products over the entire table. 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 complementing 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 colour, size, type Example of like with like Example of basket with sign 72 Promotional Turn 12: GO CANADA!

75 Market Place Fixtures Merchandising Market Place Fixture Participating Stores 38, 329 Market Place (Centre Area) Please use this premium selling space to highlight products that are from the Go CANADA promotion. These products may be chosen at your discretion, but be sure to feature themed products on these fixtures. Please choose four to eight brands per fixture. Market Place (Store 329) Marketing & Product Guide 73

76 Brand Hi Lite Program Display Location Promotion Dates: January 31 - April 24, 2010 Turn 4 (PT12, PT13, PT1 2010) The fourth turn for 2009/10 of the Brand Hi Lite program is starting in P12. These premium displays extend out of the regular shelving and are crowned by a branded backlit picture. Participating Stores The following chart explains where the participating stores install the Brand Hi Lites. Product #1 Jameson #2 Gentleman Jack #3 Belvedere #4 Courvoisier #5 Black Grouse Store #21 In Rum Section Between Gin & Vodka In Vodka Section Between Brandy & Scotch In Whisky Section Store #187 Near French Red & White Wine Between Burdungy & Languedoc Near Italy Red Near Scotch In Canadian Whisky Section #6 Bols NA NA Store #334 In Whisky Section In Scotch Section Near French Wines In French Wines Section In Italy Wines Section In Italy Wines Section Store #346 Near Gin/ Vodka Near Vodka/ Rum Near Scotch/ Rum In Canadian Whisky Section NA Store #445 Near Gifts Near Vodka Near Vodka/ Gin Near Rum/ Brandy/ Cognac Near Whisky Store #590 Between Brandy/Cognac & Scotch In Whisky Section Between Gin & Vodka In Vodka Section Between Vodka & Gifts NA NA NA Please advise your store s Regional Visual Merchandiser if the sections above have changed due to replanograming or otherwise. 74 Promotional Turn 12: GO CANADA!

77 Brand Hi Lite Program Product Placement Please merchandise products selections as indicated on each shelf for all brand hi lite displays. Brand Hi Lite #1 Jameson Brand Hi Lite #2 Gentleman Jack Shelf LCBO # Description Format Cases Shelf #1 (Top) Jameson 750 ml 2 cases Shelf # Jameson Year Old 750 ml 2 cases Shelf # Jameson 750 ml 2 cases Shelf # Jameson 750 ml 2 cases Shelf # Jameson 1140 ml 2 cases Shelf LCBO # Description Format Cases Shelf #1 (Top) Jack Daniels 750 ml 2 cases Shelf # Jack Daniels Single Barrel 750 ml 2 cases Shelf # Gentleman Jack 750 ml 2 cases Shelf # Gentleman Jack 750 ml 2 cases Shelf # Jack Daniels 750 ml 2 cases Marketing & Product Guide 75

78 Brand Hi Lite Program Product Placement Continued Please merchandise products selections as indicated on each shelf for all brand hi lite displays. Brand Hi Lite #3 Belvedere Brand Hi Lite #4 Courvoisier Shelf LCBO # Description Format Cases Shelf #1 (Top) Belvedere 750 ml 2 cases Shelf # Belvedere 750 ml 2 cases Shelf # Belvedere 750 ml 2 cases Shelf # Belvedere 750 ml 2 cases Shelf # Belvedere 1750 ml 2 cases Shelf LCBO # Description Format Cases Shelf #1 (Top) 1925 Courvoisier VS 750 ml 2 cases Shelf # Courvoisier VSOP 750 ml 2 cases Shelf # Courvoisier Exclusif 750 ml 2 cases Shelf # Courvoisier Exclusif 750 ml 2 cases Shelf # Courvoisier VS 750 ml 2 cases 76 Promotional Turn 12: GO CANADA!

79 Brand Hi Lite Program Product Placement Continued Please merchandise products selections as indicated on each shelf for all brand hi lite displays. Brand Hi Lite #5 Black Grouse Brand Hi Lite #6 Bols Shelf LCBO # Description Format Cases Shelf #1 (Top) Black Grouse 750 ml 2 cases Shelf # Macallan Fine Oak 10 Year Old 750 ml 2 cases Shelf # Highland Park 12 Year Old 750 ml 2 cases Shelf # Highland Park 12 Year Old 750 ml 2 cases Shelf # Black Grouse 750 ml 2 cases Shelf LCBO # Description Format Cases Shelf #1 (Top) Bols Blue Curacao 750 ml 2 cases Shelf # Bols Crème de Bananes (NEW) 750 ml 2 cases Shelf # Bols Crème De Cacao White 750 ml 2 cases Shelf # Bols Crème De Cacao White 750 ml 2 cases Shelf # Bols Blue Curacao 750 ml 2 cases Marketing & Product Guide 77