MARKETING & PRODUCT GUIDE PT10: DECEMBER 4, JANUARY 1, Trade Copy Only

Transcription

1 MARKETING & PRODUCT GUIDE PT10: DECEMBER 4, JANUARY 1, 2011 Shari s Top Picks NEW PRODUCTS P10 End Aisles Ready-for-Business, Dec. 1, 2010

2 END AISLES Period 10 - Cocktail Recipe Books on Ends 1-10 See Page 4 PRODUCT ENDORSEMENTS Shari s Top Picks Shari Mogk-Edwards, Vice President Merchandising, is endorsing 15 products during Period 10. See Page 19 HOLIDAY GIFT PACKAGING Pre-wrapped gifts Mandatory Period 10 early start All stores MUST begin to convert Period 9 End Aisles to Period 10 End Aisles starting November 29. This change applies only to End Aisle displays and not other promotional programs. Please disregard previous instructions that indicated that an early change over to P10 end aisles was optional. The Period 10 signs will be shipped to stores early so that they are available for installation. Period 10 Backer Cards should be on the display as of December 1. Period 10 Pricer Cards will feature Period 9 over Period 10 information. For the week of November 29 - December 4, the Period 9 side must be on display. On December 5th, the pricer cards should be flipped to reflect the Period 10 pricing/offers. This change over of End Aisles is mandatory for all stores. All stores must have Period 10 End Aisle displays ready-for-business by Wednesday, December 1. See Page 48 Mark-Down Signs There are Save Backer Cards for Discretionary End Aisles (re-order# ) and Save blank Pricer Cards, bundled in 20 s (reorder # ) See Page 6 If the store runs out of holiday Featured Gift Vessels and they cannot be re-allocated from another store in your district, wrap the year round beer pails ( ) or any vessels left over from past promotions that are suitable for holiday. If the store runs out of the Holiday Wrap Kits, use the Year Round Wrap Kit to wrap gift vessels. See Page 21 Backer Card re-order# Pricer Cards re-order# (package of 20)

3 Music Period 10 s Enjoy The Holidays couldn t get much more enjoyable than with this musical mash-up, full of all the joy and merriment of this festive season. From pop to country, Bing to Bublé, we ve got it covered with a great mix of songs for everyone. Case Conversion The LCBO has implemented a new case weight reduction initiative. This very important packaging requirement addresses maximum carton weight specifications and has been put into effect to protect the health and safety of our workforce. This initiative is part of LCBO s commitment to improving the health and safety of our employees. To meet this requirement, suppliers have reduced their case format from 12 bottles to 6 bottles. Other changes underway include changing bottles to lightweight glass or to PET, which also has a great benefit to our environment. Products in this guide that are affected by the Case Conversion will be listed with two LCBO#s. The second New LCBO# is the new case pack. For example: LCBO# New LCBO# Description Size (ml) LTO Display Program Canadian Club 1140 $1.00 EA Smirnoff Vodka 1140 $1.25 EA Beefeater Dry 1140 $ Promotional Turn 10: Enjoy The Holidays

4 Promotional Sign G aller y All of the Promotional Sign Components that are available for re-order have a re-order number. If a sign component is missing or damaged call the Contact Centre ( ) and quote the re-order number. Thank you.

5 Promotional Signs - End Aisles For product information see page 48 Component End Aisle Backer Cards Dimensions: 30 w x 24 h Cocktail Recipe Book Customer Takeaway End Aisle EA - Generic Products Re-order Code Enjoy the Holidays / Sale Backercard Grey Goose/Bombay Saphire Smirnoff Vodka Bacardi Superior Chivas / Wisers Crown Royal Baileys Irish Cream Absolut Canadian Club Calvet / Alvar/ Lindemans Latour / Santa Rita / McWillams Appleton Estate V/X Kittling Ridge / French Cross Stella Artois Heineken Coyotes Run / Wolf Blass / Folonari Smirnoff Mixed Drinks Malibu / Kahlua Caramily / Tequila Rose / Amarula Cream Dan Aykroyd / Girls Night Out Mumm Cuvee / Moet &Chandon / Veuve Clicquot SALE Sale Backercard Participating stores received copies of the Cocktail Recipe Book to merchandise in the holders on Sold End Aisles 1 through 10, in-section and on the Mixed Drink Fixtures. Not available for re-order. Larger stores will receive a second shipment of books in P10. End Aisle Brochure Holder Available from Central Supply Re-order# Promotional Turn 10: Enjoy The Holidays

6 Promotional Signs - at Store Entrance Component Where to install sign Re-order Code Images Hero Display Hero Display Banner Stand Insert Dimensions: 20 w x 70 h Pricer Cards Dimensions: 8 w x 7 h Thematic Banner Stand Insert Dimensions: 20 w x 70 h NO CHANGE Tasting Bar / Backlit Dimensions: 22 w x 33 h NO CHANGE Trade 2253* Disaronno Amaretto 750 ml * Case Conversion LCBO# Disaronno Amaretto 1140 ml Hero Display Thematic Banner Stand (store entrance) THIS SIGN REMAINS IN PLACE FROM P9 TO P10 Install in the frame on the portable tasting bar. Some stores will be equipped with a backlit sign holder. THIS SIGN REMAINS IN PLACE FROM P9 TO P Copy Only Marketing & Product Guide 5

7 Promotional Signs - Holiday Block piles Component Where to install sign Re-order Code Images Holiday Block pile Pole top signs Dimensions 18 Holiday Block Piles THESE SIGNS REMAIN IN PLACE FROM P9 TO P Kit of six signs NO CHANGE Holiday Block pile Pole top signs Dimensions 18 Holiday Block pile Pricer Cards Dimensions 8 w x 7 h NO CHANGE Mark Down Pricer Cards Sparkling Wine Block Piles Discretionary display with product selected by the Store Manager. Holiday Block piles THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 Holiday Block piles & Discretionary End Aisle All signs are packaged together Bundled in 20 s 6 Promotional Turn 10: Enjoy The Holidays

8 Promotional Signs - Shari s Picks For more details see page 9 Component Where to install sign Re-order Codes Images Shari s Top Picks Signs Shari s Picks Featured Product Shelf Talkers Dimensions 5 w x 4 h THE SIGN PACKAGE WAS SHIPPED IN P9. MOVE THE SIGNS TO THE SECTIONS FEatURING THE NEW PRODUCT SELECTION. With a regular shelf talker clip in front of the featured product in its regular onshelf location and on the Promotional Fixture. Fold the circle so it is perpendicular to the shelf. Round Signs 12 Diameter 15 signs per bundle /8 Mounting Insert Quantity /8 Mounting Insert Quantity Foam Adhesive Blocks Quantity To order a complete set of shelf talkers order: and Marketing & Product Guide 7

9 Promotional Signs - Exterior Signs Component Where to install sign Re-order Code Images Exterior Sign THESE SIGNS REMAIN IN Banner: Enjoy the Holidays PLACE FROM P9 TO P10 Banners: 43 w x 87 h Transparencies: 28 w x 45 h Exterior Sign Dog with Bow Banners: 43 w x 87 h Transparencies: 28 w x 45 h Exterior Sign Couple Banners: 43 w x 87 h Transparencies: 28 w x 45 h NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE HANG EXTERIOR SIGNS IN THIS ORDER Transparency: Banner: Transparency: Banner: Transparency: Promotional Turn 10: Enjoy The Holidays

10 Promotional Signs - Show Cards / Nouveau / SR Component Where to install sign Re-order Code Images Show Cards Shari s Picks / Enjoy the Holidays THESE SIGNS REMAIN IN PLACE FROM P9 TO P Dimensions: 28 w x 45 h Show Cards Couple / Enjoy the Holidays Dimensions: 28 w x 45 h Show Cards Dog / Enjoy the Holidays Dimensions: 28 w x 45 h SR Cling Vinyl Deflate the Elephant Dimensions: 8 w x 6 h SR Cling Vinyl Deflate the Elephant Dimensions: 8 w x 6 h NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE On Exit Doors FLS Stores must display both versions. On Exit Doors FLS Stores must display both versions English French Marketing & Product Guide 9

11 Promotional Signs - Power Aisle Banners Component Where to install sign Re-order Code Images (Front over Back) Power Aisle Banners THESE SIGNS REMAIN IN Enjoy / Inspire PLACE FROM P9 TO P10 Dimensions: 45 w x 30 h Power Aisle Banners Indulge / Enjoy Dimensions: 45 w x 30 h Power Aisle Banners Engage / Enjoy Dimensions: 45 w x 30 h Power Aisle Banners inspire / Enjoy Dimensions: 45 w x 30 h NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE Promotional Turn 10: Enjoy The Holidays

12 Promotional Signs - Perimeter Banners Component Where to install sign Re-order Code Images (Front over Back) Perimeter Banner THESE SIGNS REMAIN IN Inspire / Brownies PLACE FROM P9 TO P10 Dimensions: 30 w x 30 h Perimeter Banner Martini / Indulge Dimensions: 30 w x 30 h Perimeter Banner Engage / Holiday Bark Dimensions: 30 w x 30 h Perimeter Banner Hot Chocolate / Inspire Dimensions: 30 w x 30 h NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE Marketing & Product Guide 11

13 Promotional Signs - Perimeter Transparencies Component Where to install sign Re-order Code Images Perimeter Transparency: Inspire 28.5 w x 28.5 h Perimeter Transparency: Brownies 28.5 w x 28.5 h Perimeter Transparency: Martini 28.5 w x 28.5 h Perimeter Transparency: Engage 28.5 w x 28.5 h THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 NO CHANGE Promotional Turn 10: Enjoy The Holidays

14 Promotional Signs - Mixed Drink Continued Component Where to install sign Re-order Code Images Mixed Drink Drum Sign Enjoy these special gifts Dimensions: 48 w x 6 3/8 h Mixed Drink Poster Enjoy these special gifts Dimensions: 22 w x 39.5 h Mixed Drink Drum Sign Enjoy these special gifts Dimensions: 48 w x h Mixed Drink Poster Enjoy these special gifts Dimensions: 22 w x 39.5 h THIS SIGN REMAINS IN PLACE FROM P9 TO P10 NO CHANGE THIS SIGN REMAINS IN PLACE FROM P9 TO P10 NO CHANGE TAKE DOWN THE SHARI S PICK SIGN AND REPLACE WITH THE NEW SPECIAL GIFts SIGN TAKE DOWN THE SHARI S PICK SIGN AND REPLACE WITH THE NEW SPECIAL GIFts SIGN Marketing & Product Guide 13

15 Promotional Signs - Ontario Wine Continued Component Where to install sign Re-order Code Images Superstars Kit Includes: Backer cards x 2 Shelf Talkers Pricer Cards Recipe Cards Dimensions: 14 w x 24 h Popular Picks Kit Includes: Backer cards x 1 Dimensions: 14 w x 24 h VQA FSI Fixture VQA golocal Category Signs x 2, VQA cube centre sign x 1 Shelf Talkers 5 W x 4 H Bundles of 4 x 2 per kit, VQA Recipe Cards per bundle x 1 bundle per kit Cut case display at VQA Cube Cut case display in Ontario Section THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 Complete Kit: Shelf Talkers Only: Complete Kit: NO CHANGE 14 Promotional Turn 10: Enjoy The Holidays

16 Promotional Signs - Promotional Fixture Component Where to install sign Re-order Code Images Promo Fixture Promo Fixture Sign - Short (above featured products) Shari s Top Picks English over Dimensions: French 28 w x 6 3/8 h Promo Fixture Sign - Long Shari s Top Picks Dimensions: 43 w x 6 3/8 h In-Section Brochures One Pour. Nothing More. Dimensions: 5 w 8 h Promo Fixture (above featured products) In Section in the Extended Shelf Brochure Holder available from Central Supply ( ) USE THE BROCHURES SHIPPED IN P English over French Bundle of 50 Marketing & Product Guide 15

17 NO CHANGE Gift Packaging Signs Description Where to install sign Re-order Code Images Gift Card Merchandiser Inserts THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 95 Bag Hot Buttons THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 Promo Fixture Sign Best Dressed Gifts Dimensions: 28 w x 6 3/8 h Holiday Gift Centre and Convertible Gondola Sign Holiday Gifts Dimensions: 47.5 w x 6 3/8 h Fabric Bag Shelf Talkers Shelf Talkers Dimensions: 5 w x 4 h Featured Gift Vessel Shelf Talkers Dimensions: 5 w x 4 h THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 GFT115 Two signs are kit together English over French GFT114 English over French Clip re-order #NIHK English over French English over French Six signs (2 of each version) are kit together Gift Card Shelf Talkers Dimensions: 5 w x 4 h THESE SIGNS REMAIN IN PLACE FROM P9 TO P English over French 16 Promotional Turn 10: Enjoy The Holidays

18 Holiday Merchandisers NO CHANGE Description Where to install Re-order Code Images Holiday Fabric Bag THESE SIGNS REMAIN IN Merchandiser - Large PLACE FROM P9 TO P10 (Three compartments) Holiday Fabric Bag Merchandiser - Small (Two compartments) Metal Gift Merchandiser Inserts - LCBO Dimensions: w x h w x 6.5 h Metal Gift Merchandiser Inserts -VINTAGES Dimensions: w x h w x 6.5 h Metal Gift Packaging Fixture THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 THESE SIGNS REMAIN IN PLACE FROM P9 TO P10 THIS FIXTURE REMAINS IN PLACE FROM P9 TO P Two signs are kit together: Red Banner Insert Top Sign (English over French) Two signs are kit together: Purple Banner Insert Top Sign (English over French) NIBS015 A limited supply of units are available for order. Remember to also order the LCBO or the VINTAGES Insert for the unit, see above. Marketing & Product Guide 17

19 Promotional Signs - On-shelf Continued Sign s Location Sign s Message Component Specifications Re-order On shelf Pre-printed Limited Time Offer Shelf Talkers Shelf Talkers 5 x (152 Versions) On shelf Pre-printed Air Miles Shelf Talkers Shelf Talkers 5 x (140 Versions) On shelf Pre-printed New Product Shelf Talkers Shelf Talkers 5 x (27 Versions) On shelf Pre-printed Bundling Bonus Air Miles Shelf Talkers Shelf Talkers 5 x (4 Versions) On shelf Pre-printed IMAGE Shelf Talkers Shelf Talkers 5 x (Red Border, 20 Versions) On shelf Pre-printed Enjoy The Holidays (61 versions) Pricer Cards - 8 x On shelf On shelf On shelf On shelf On shelf On shelf On shelf Pre-printed Enjoy The Holidays (Regular Program - 65 versions) Pre-printed Enjoy The Holidays (Community Program - 5 versions) Pre-printed Enjoy The Holidays (Discovery Program - 9 versions) Blank Shelf Talkers Enjoy The Holidays (1 version x 50 per bundle) Blank Pricer Cards Enjoy The Holidays (1 version x 50 per bundle) Blank Extender Strips Enjoy The Holidays (1 version x 15 per bundle) Extender strips - Pre printed - 12 x Extender strips - Pre printed - 12 x Extender strips - Pre printed - 12 x Shelf Talkers 5 x 4 - Blank Pre-printed Green Extender insert - 1 version Pricer Cards - 8 x 7 - Blank Extender strips - Blank - 12 x Extender strips - Pre printed - 12 x Promotional Turn 10: Enjoy The Holidays

20 Shari s Top Picks PRODUCT EndoRSEMENT PROGRAM Shari Mogk-Edwards, Vice President Merchandising, has selected 15 products to personally endorse during P10. The program will be supported with an eight page pullout in the P10 Free Standing Insert and with a special sign package to draw attention to the participating product in store. Reuse the signs shipped for P9 to promote these 15 products. Replacement signs can be ordered from the Contact Centre.

21 Shari s Top Picks Participating Products LCBO# Description Size (ml) Price Offer The Glenlivet 15 Year Old In Leather Box 750 $ Pol Roger Brut Champagne 750 $ Stoneleigh Marlborough Pinot Noir 750 $ Bruichladdich Classic 750 $ Belvedere Limited Edition Silver Bottle 750 $ Jameson Reserve Gift Pack 3 x 200 $ Chivas Regal 12 Year Old Christian Lacroix Edition 1500 $ Remy Martin Coeur De Cognac 700 $ Malibu Snowflake 750 $ Sinsations Iced Cappuccino Martini 750 $ Masi Costasera Amarone Classico 750 $ Wolf Blass Grey Label Shiraz 750 $ Henry of Pelham Select Late Harvest Vidal Vqa 750 $19.95 lto Grand Marnier Limited Edition Bottle 750 $ El Dorado Special Reserve 15 Year Old Rum 750 $59.55 Components & Merchandising Instructions Components Re-order Code Merchandising Instructions Images Round Signs Move the 12 Round Signs that 12 Diameter were shipped and installed for P9 to the sections with the products 15 signs per bundle endorsed in P Featured Product Shelf Talkers 7 7/8 Mounting Insert Quantity /8 Mounting Insert Quantity Foam Adhesive Blocks Quantity To order a complete set of shelf talkers order: and Install with a regular shelf talker clip in front of the featured product in its regular on-shelf location. Fold the circle so it is perpendicular to the shelf. 20 Promotional Turn 10: Enjoy The Holidays

22 Holiday Gift Packaging Gift Packaging Merchandiser Inspiring and affordable gift solutions All Holiday gift packaging items were forced-out for P9 and they cannot be re-ordered from the warehouses. Continue to merchandise the Holiday Packaging through P10. Contact your District Manager if you need more Holiday gift packaging items. If Featured Gift Vessels cannot be re-allocated from another store in your district, wrap the year round beer pails ( ) or any vessels left over from past promotions that are suitable for holiday. If the store runs out of the Holiday Wrap Kits ( ) that were forced to participating Gifting Stores for P9, use the Year Round Wrap Kit to wrap gift vessels.

23 Instructions for wrapping Vessels Featured Gift Preparation Guidelines Always pre-wrap the featured gift vessels with products chosen at the store Manager s discretion (selected to reflect store s demographics). Consider: Ontario VQA Wines Icewine Single Serving Premium Beers One Pour Cocktails Spirits Do not sell the vessels without products. Use the Holiday wrap kit ( ) (cello bag, red fill, red ribbon). We recommend making 12 gifts at a time as there is enough fill in each wrap kit to prepare 12 vessels. Write the following on the label with a thin black marker. Product Name(s), Product LCBO#(s), Product Price(s), Vessel LCBO#, Vessel Price, Wrap Kit LCBO# ( ) Wrap Kit Charge ($3.50) and Total Price Affix the label to the gift with the ribbon Tie the ribbon with a simple bow. 22 Promotional Turn 10: Enjoy The Holidays

24 Supplier Gift Packs Holiday Block Piles 1. Keep the block piles attractive and easy to shop from. 2. Merge block piles as inventory sells down. Ensure products reflect the block piles theme. 3. Use risers and dummy cases to keep products at a good reach level. 4. Ensure all products have a correct pricer card displayed in front of them. 5. Monitor block piles daily. 6. Visit the Intranet portal to watch the Holiday Implementation video.

25 Holiday Block Piles Mark down strategy Product Managers will review gift packs sales on a weekly basis. Mark downs will be communicated through the SAM newsletters. To support the mark downs, all stores will receive SAVE signs Backer Card Blank SAVE Pricer Cards (bundle of 20) Use the blank SAVE pricer cards to communicate the reduced prices. Merchandising Replace the pre printed pricer cards with the SAVE pricer cards on the block pile. Once the block piles sell down, move the marked down products to the Sale End Aisle. Use the SAVE Backer Card on the Sale End Aisle. Backer Card re-order# Pricer Cards re-order# (package of 20) 24 Promotional Turn 10: Enjoy The Holidays

26 Adver tising There is one newspaper Free Standing Insert (FSI) being circulated during P10. This 40 page magazine features 39 products from all categories. Shari s Picks will be inserted into the FSI as 12 page shopping list for customers. Radio advertisements will be aired from December 1 to 25 (Wednesday to Saturday) in Toronto and Ottawa markets.

27 Advertising - Featured Products Continued Enjoy the Holidays Free Standing Insert The P10 FSI offers many products, entertaining, food, music and décor solutions in a magazine format to our customers for the holiday season. We hope the solutions will help our customers to plan their holiday dinner and New Year party, so they can have more time to relax and to celebrate the occasion with their family and friends. The 40 page magazine features 39 products from all categories, and there will be another 12 page insert to feature the top 15 gifts from LCBO that are hand-picked by Shari Mogk- Edwards, our VP in Merchandising. Drop Date December 11 and 12, 2010 Publications Globe and Mail Toronto Star Ottawa Citizen London Free Press Hamilton Spectator Windsor Star Kingston Whig-Standard Sudbury Star Kitchener-Waterloo Record National Post Toronto Sun Ottawa Sun 26 Promotional Turn 10: Enjoy The Holidays

28 Advertising - Featured Products Continued Participating Products Support LCBO# Description Size (ml) Price Program 9902 Courvoisier VSOP 750 $85.40 lto Mill Street Coffee Porter 6 x 341 $ Beringer Founders Estate Pinot Grigio 750 $17.95 BAM Heineken Draught Keg 5000 $ Grolsch Premium Lager 4 x 450 $ Red Knot Cabernet Sauvignon 750 $ Grey Goose Vodka 750 $ Young's Double Chocolate Stout 500 $ Eight Below Luxury Vodka 750 $39.95 lto Taylor Fladgate 10 Years Old Tawny Port 750 $ Beefeater 24 London Dry Gin 750 $39.95 BAM Voga Sparkling Pinot Grigio 750 $ Montecillo Crianza La Rioja 750 $15.05 BAM Caramilk Cream Cooler 4 x 270 $ Vice Vodka Icewine 500 $ Domaine Jean Bousquet Malbec 750 $11.60 BAM Albert Bichot Bourgogne Pinot Noir 750 $ Copper Moon Moonlight Harvest Merlot 750 $ James Oatly Tic Tok Chardonnay 750 $ Mille Lire 750 $ G.H. Martel Champagne Brut Prestige 750 $ Flourish Merlot Pinot Noir VQA 750 $ Singleton Of Glendullan 750 $45.95 BAM Nicolas Laloux Cabernet Sauvignon 1500 $ Smirnoff Cranberry & Lime 4 x 330 $ Kahlua Peppermint Mocha Coffee Flavoured Liqueur 375 $ Inniskillin Late Autumn Riesling VQA 750 $12.95 lto Cotes Du Rhone (Guigal) 750 $ Mumm Cuvee Napa Brut Prestige 750 $ Dom Perignon 750 $ Masi Costasera Amarone Classico 750 $ Prosecco Di Valdobbiadene 750 $ Alize Red Passion 750 $25.30 lto Inniskillin Vidal Icewine VQA 375 $49.95 lto Cabo Wabo Reposado Tequila 750 $ Mott's Clamato Caesar Original 4 x 355 $ Godiva White Chocolate Cream Liquor 750 $32.00 BAM Pravda Vodka 750 $ Patron XO Cafe Tequila Liqueur 750 $50.05 BAM Marketing & Product Guide 27

29 28 Promotional Turn 10: Enjoy The Holidays

30 goloc AL O ntario Wines VQA FSI Fixture Products DO not turn in P10 Ontario Superstars Ontario Popular Pick

31 NO CHANGE golocal FSI Fixture Product Turn Overview Participating Products The golocal program is a dynamic initiative that features 4 VQA products every 2 periods. The featured products are supported by a newspaper Free Standing Insert (FSI). Participating Stores Refer to the Participating Stores Section of this guide. The program is mandatory, the stores with the fixture must order the participating products. Stores only need to perform a 1-in/1-out if the Store Manager decides to keep the product past the promotion end dates. Key Dates Components Ship: November 1, 2010 Install: November 8, 2010 Takedown: January 2, 2011 Components Go Local Sign Kit - Re-order# VQA golocal Category Signs x 2 per kit, VQA cube centre sign x 1 per kit, Shelf Talkers 5 W x 4 H Bundles of 4 x 2 per kit VQA Recipe Cards per bundle x 1 bundle per kit LCBO# Description Size Sandbanks Riesling VQA 750 ml Henry Of Pelham Cuvee Catherine Brut VQA 750 ml Colio Lake & River Series Moonlight White VQA 750 ml Wayne Gretzky Estates Cabernet Merlot VQA 750 ml Merchandising Instructions 1. Merchandise the participating products on the top shelf of the VQA gondola retrofitted fixture. 2. Install the golocal Centre sign (with the Velcro microdots supplied) over the VQA medallion on the retrofitted end. 3. Install the golocal Category Signs in the side bands on either side of the Centre Sign. 4. Install the pre-printed shelf talkers in front of each participating product in their regular shelf location. Advertising The golocal Free Standing Insert was in the following publications on November 27/28, 2010 Globe & Mail Toronto Star Ottawa Citizen Toronto Sun Ottawa Sun National Post London Free Press Hamilton Spectator Windsor Star Kingston-Whig Standard Kitchener- Waterloo Record Sudbury Star 30 Promotional Turn 10: Enjoy The Holidays

32 Ontario Superstars Ontario Superstars Coyotes Run Cabernet Merlot VQA LCBO# ml $16.95 From an award-winning winery in Niagara, this deep ruby red wine with hints of spice is a festive complement to your holiday meal. Best served with grilled lamb and beef or savoury hard cheeses. Henry of Pelham Cuvée Catharine Brut Rosé VQA LCBO# * 750 ml $29.95 * CASE CONVERSION LCBO# 4101 Pink and crisp with a clean finish, this versatile sparkling wine, a blend of Pinot Noir and Chardonnay, is ideal for your holiday menu. From appetizers to the main course, it s a perfect match for salmon, seafood and lamb. Component Where to install sign Re-order Code Superstars Kit Includes: Backer cards x 2 Shelf Talkers Pricer Cards Recipe Cards Cut case display at VQA Cube Complete Kit: Shelf Talkers Only: Dimensions: 14 w x 24 h Marketing & Product Guide 31

33 Ontario Popular Pick Popular Pick Colio Extra Dry White B-I-B ml This excellent, dry white wine, with its clean, smooth taste, is the perfect complement to turkey, seafood and great conversation. LIMITED TIME OFFER Valid until January 2, 2011 Was: $33.90 Save: $3.00 Now: $30.90 Component Where to install sign Re-order Code Popular Picks Kit Includes: Backer cards x 1 Cut case display in Ontario Section Dimensions: 14 w x 24 h 32 Promotional Turn 10: Enjoy The Holidays

34 Promotional Fixture nl y Shari s Top Picks Featured Gifts O The Promotional Fixture is located near the entrance of the store (refer to the participating stores section). Promotional Fixture Tr ad e C op y The fixture either consists Stores with two ends of and a Promo Table (Featured Gifts would merchandised 1. Two rounded EndbeAisles or on the Promo Table) Promotional Fixture Stores with two Ends and without a Promotional Table 2. One rounded End Aisle (for featured gift items) and one section of Gondola shelving (for featured products).

35 Promotional Fixture Shari s Top Picks Promotional Fixture - Featured Product Section All the participating products that the store currently lists should be merchandised on the fixture. Stores are not required to bring in the product for the promotion, but may do so at the Store Manager s discretion; the 1-in/1-out rule does not apply for the duration of the promotion. Please support this program to the best of your store s ability. Fabric Bags should be merchandised on the top shelf of rounded End Aisles. Remove a selection of bags from their cellophane wrapping and merchandise with a featured product. LCBO# Description Size (ml) Price Offer The Glenlivet 15 Year Old In Leather Box 750 $ Pol Roger Brut Champagne 750 $ Stoneleigh Marlborough Pinot Noir 750 $ Bruichladdich Classic 750 $ Belvedere Limited Edition Silver Bottle 750 $ Jameson Reserve Gift Pack 3 x 200 $ Chivas Regal 12 Year Old Christian Lacroix Edition 1500 $ Remy Martin Coeur De Cognac 700 $ Malibu Snowflake 750 $ Sinsations Iced Cappuccino Martini 750 $ Masi Costasera Amarone Classico 750 $ Wolf Blass Grey Label Shiraz 750 $ Henry of Pelham Select Late Harvest Vidal Vqa 750 $19.95 lto Grand Marnier Limited Edition Bottle 750 $ El Dorado Special Reserve 15 Year Old Rum 750 $59.55 Signs Insert the Shari s Top Picks Category Sign into the sign band on the fixture. Insert the Fabric Bag shelf talker in the front slot of the Acrylic Fabric Bag Holder. Install the pre-printed Shari s Pick product Shelf Talkers in front of the participating products.trade Copy Only 34 Promotional Turn 10: Enjoy The Holidays

36 Promotional Fixture Featured Gifts Promotional Fixture - Featured Gift Section For Full Details on Holiday Featured Gifts see the P9 Marketing & Product Guide, Featured Gift Section on page 35. Fabric Bags should be merchandised on the top shelf of rounded End Aisles. Remove a selection of bags from their cellophane wrapping and merchandise with a featured product. All vessels need to be wrapped with products. Wrap instructions on page 44. LCBO # Product Size Price Where to Merchandise Fabric Bag - Single Bottle Candy Cane Stripes - Two Versions $4.95 Top Shelf Fabric Bag - Single Bottle Polka Dots - Two Versions $4.95 Top Shelf Fabric Bag - Single Bottle Red Felt with RicRac Trim $4.95 Top Shelf Fabric Bag - Single Bottle Red Felt with Snowflakes $4.95 Top Shelf Fabric Bag - Double Bottle Red Felt Dot $6.95 Middle Shelf Bottle Stopper Snowflake $3.50 Middle Shelf Vessel Red Pail with Dot Decal $5.95 Middle Shelf Vessel Red Tin with Beading - Large $5.95 Bottom Shelf Vessel Red Tin with Beading - Small $4.95 Bottom Shelf Signs Insert the Best Dressed Gifts Category Sign into the sign band on the Featured Gift Rounded End Aisle. Install the Fabric Bag shelf talker into the slot of the Acrylic Fabric Bag Holder. Install the vessel Shelf Talkers on the middle and bottom shelves. Vessels & Wrap If the store runs out of Holiday Featured Gift Vessels and they cannot be re-allocated from another store in your district, wrap the year round beer pails ( ) or any vessels left over from past promotions that are suitable for holiday. If the store runs out of the Holiday Wrap Kits that were forced to participating Gifting Stores for P9, use the Year Round Wrap Kit ( ). Marketing & Product Guide 35

37 36 Promotional Turn 10: Enjoy The Holidays

38 Mixed Drink Fixture Take down the Shari s Pick Poster and Drum Sign. A new Special Gifts Poster and Drum Sign will be sent to the store for P10. mixed drink poster Re-order# Re-order#

39 Mixed Drink Fixtures MIXED DRINK Fixtures Free standing permanent product merchandisers that are in the Power Aisle. Stores on the Mixed Drink program will have two units. MIXED DRINK Components Install on the Mixed Drink Fixtures. Description Component Re-order # Enjoy These Special Gifts - REUSE FROM P9 Mixed Drink Posters - 22 x Enjoy These Special Gifts Mixed Drink Posters - 22 x Enjoy These Special Gifts - REUSE FROM P9 Mixed Drink Drum Signs - 48 x 6 3/ Enjoy These Special Gifts Mixed Drink Drum Signs - 48 x 6 3/ Holiday Cocktail Recipe Booklets Merchandise the Holiday recipe takeaways in the holders on the mixed drinks fixture. Enjoy These Special Gifts Select any number of these products to merchandise on BOTH fixtures at the Store Manager s discretion. LCBO# Description Format Price Size (ml) 3129 Jack Daniel's Whiskey Tin $ Inniskillin VQA Gift Pack with Tote $ x Veuve Clicquot Brut Yellow Label Gift Pack with Ice Jacket $ The Glenlivet 12 Year Old Gift Pack in Leather Gift Box $ The Glenlivet 15 Year Old Gift Pack in Leather Gift Box $ Henry Of Pelham Cuvée Catherine Brut Rose Gift Pack with Thermal Tube $ Avantgarde Pinot Grigio Special Bottle $ Arbor Mist Winterberry Merlot Seasonal Purchase $ Taylor Fladgate Late Bottled Vintage Port Gift Pack with two glasses $ Casillero Del Diablo Two Pack $ x Reif Estate Two Pack $ x Promotional Turn 10: Enjoy The Holidays

40 Mixed Drink Fixtures Continued Enjoy These Special Gifts (continued) LCBO# Description Format Price Size (ml) Mezzomondo Two Pack $ x Canton Ginger Liqueur Seasonal Purchase $ Belvedere Limited Edition Silver Bottle $ Absolut Vodka Special Bottle - Glimmer $ Chivas Regal 12 Year Old Christian Lacroix Edition $ Bottega Fiasco Chianti Grappa Seasonal Purchase $ Remy Martin Coeur de Cognac Seasonal Purchase $ Moselland Riesling Purple Cat Bottle $ Möet Imperial Gift Pack with Ice Bucket $ Veuve Clicquot Brut Yellow Label Gift Pack with two flutes $ Bottega Pink VPD Sparkling Rosé Seasonal Purchase $ Bouchard Pére & Fils Macon Two Pack $ x Mumm Cordon Rouge Gift Pack with Dinner Jacket $ Masi Campofiorin and Masianco Gift Pack with Wine Saver $ x Ruffino Lumina Pinot Grigio & Chianti Two Pack $ x OK Prosecco Del Veneto IGT Special Bottle - Aluminum $ Britz Procecco IGT Gift Pack $ Two Oceans Gift Pack with Neoprene Bag $ x Obikwa Sauvignon Blanc & Shiraz Gift Pack with Cooler Bag $ x Malibu Snowflake Bottle $ Angels Select Four Pack $ x Colio Lake & River Cabernet Franc Gift Pack with Scarf $ Girls' Night Out Chardonnay Gift Pack with Evening Clutch $ Open VQA Gift Pack with Tote $ x Santa Carolina Resv Carmenere & Sauv. Blanc Two Pack $ x No. 99 Wayne Gretzky Estates Two Pack $ x fuzion alta Two Pack $ x Bees Late Harvest Vidal & Sparkling Wine Two Pack $ & Vice Gift Pack with Chiller Bag $ Marketing & Product Guide 39

41 Mixed Drink Fixtures Continued Enjoy These Special Gifts (continued) LCBO# Description Format Price Size (ml) Amarula Tin $ Colio Estate Lily Sparkling VQA Gift Pack with two glasses $ President Special Moments Gift Pack with glasses $ Moselland ARS VITIS Riesling ERDEN Winter Scene $ Cesari Amarone & Mara Ripasso Gift Pack with Olive Oil $ x Jazz Vodka Seasonal Purchase $ Grand Marnier Limited Edition Red Bottle $ Stlichanaya Elit Vodka Seasonal Purchase $ Jackson-Triggs Proprietor's Reserve VQA Gift Pack with Tote $ x Bottega Gold Sparkling Prosecco Seasonal Purchase $ Kittling Ridge White Zinfandel & Vidal Gift Pack with Tote $ x Freixenet Cordon Negro Gift Pack with two flutes $ Kittling Ridge Icewine & Brandy Gift Pack with two glasses $ Promotional Turn 10: Enjoy The Holidays

42 O ntario Craf t B eer Fixture Products Turn Quarterly End Aisle Products Turn ever y Period

43 Ontario Craft Beer Fixture Program Details Merchandising the OCB Fixture is a year round program and implementation is mandatory for all participating stores. Direct any inquiries about the fixtures to the Beer and Cider department at Key Date Install Date: December 5, 2010 End Date: February 27, 2010 Components Preprinted Shelf Takers: Re-order# OCB008 Participating Products LCBO# Item Price Size Brewery Contact# Distributor Code Cameron's Lager $ x 341 ml Cameron's Brewing Co W30 Brown Ale $ ml Neustadt Springs Brewery Muskoka Dark Ale $ ml Muskoka Cottage Brewery Warehouse Heritage Tradition Dark $ x341 ml Heritage Brewing Co Participating Stores Ontario Craft Brewers designated stores with Fixtures: 1, 5, 10, 14, 15, 19, 115, 149, 163, 164, 185, 187, 217, 226, 242, 295, 325, 334, 346, 355, 360, 390, 417, 445, 495, 525, 542, 553, 590, 623 Ontario Craft Brewers designated stores with Category Signage: 1, 2, 3, 4, 5, 6, 9, 10, 11, 14, 15, 19, 20, 21, 25, 31, 35, 36, 37, 38, 40, 60, 95, 106, 115, 130, 149, 156, 163, 164, 171, 185, 187, 200, 209, 212, 214, 217, 226, 243, 288, 295, 298, 300, 325, 329, 334, 346, 355, 360, 367, 371, 373, 378, 385, 390, 393, 407, 411, 417, 420, 432, 437, 438, 445, 452, 457, 485, 495, 499, 522, 525, 528, 532, 542, 544, 545, 549, 553, 568, 572, 573, 575, 579, 590, 623, 624, 629, 630, 700, 702, 742, 771, 776 Ontario Craft Brewers 42 Promotional Turn 10: Enjoy The Holidays

44 Ontario Craft Beer End Aisle Program Details Merchandising the OCB End Aisle is a year round program and implementation is mandatory for all participating stores. Direct any inquiries about the fixtures to the Beer and Cider department at Key Date Install Date: December End Date: January 1, 2011 Components Preprinted Shelf Takers: Re-order# OCB006 Participating Products LCBO# Item Price Size Brewery Contact#: Distributor Code Winter Ale $ Great Lakes Brewery Tankhouse Ale $ x 341 Mill Street Brewery Lemon Tea Beer $ Mill Street Brewery Participating Stores 1, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 525, 528, 549, 556, 619, 623, 624, 630, 702 OCB End Aisle Backer Card not available for re-order Marketing & Product Guide 43

45 44 Promotional Turn 10: Enjoy The Holidays

46 Premium/Specialty Beer Install: December 5, 2010 Take down: February 26, 2011 Components Pre-printed Shelf Talkers - Reorder # OCB012 Products LCBO # Description Size (ml) Price* Aventinus Wizen Eisbock Ale 500 $ St Ambroise Vintage Ale 341 $ De Koningsnoeven - Quadruple Trappist Ale 750 $ Southern Tier Creme Brulee Stout 650 $ Christoffel Winterse Bok 330 $ Traquair Jacobite Ale 330 $ Lava, Smoked Imperial Stout 500 $ Box Steam Dark & Handsome 500 $ Solstice d Hiver 341 $ Meantime Coffee Porter 330 $ St. Bernardus ABT $ Brooklyn Black Chocolate Stout 4 x 355 $ Marston s Oyster Stout 500 $ Trafalgar Bock 650 $4.50 * Price Subject to Change Merchandising Instructions Install on the end aisle dedicated to the Premium/ Specialty Beer program.

47 46 Promotional Turn 10: Enjoy The Holidays

48 Sold Space Programs Display Programs Suppor t Programs An electronic version (MS Excel format) of these worksheets is available on the Sales & Marketing Portal Site. Follow the quick link published each week at the top of the Sales & Marketing Newsletter. The Electronic version of the worksheets include: Retail Price (as of publication date) Agent Names Mandatory Period 10 early start All stores MUST begin to convert Period 9 End Aisles to Period 10 End Aisles starting November 29. This change applies only to End Aisle displays and not other promotional programs. Please disregard previous instructions that indicated that an early change over to P10 end aisles was optional. The Period 10 signs will be shipped to stores early so that they are available for installation. Period 10 Backer Cards should be on the display as of December 1. Period 10 Pricer Cards will feature Period 9 over Period 10 information. For the week of November 29 - December 4, the Period 9 side must be on display. On December 5th, the pricer cards should be flipped to reflect the Period 10 pricing/offers. This change over of End Aisles is mandatory for all stores. All stores must have Period 10 End Aisle displays ready-for-business by Wednesday, December 1.

49 Display Programs - Participating Products Continued Mandatory Period 10 early start 48 All stores MUST begin to convert Period 9 End Aisles to Period 10 End Aisles starting November 29. This change applies only to End Aisle displays and not other promotional programs. Please disregard previous instructions that indicated that an early change over to P10 end aisles was optional. The Period 10 signs will be shipped to stores early so that they are available for installation. Period 10 Backer Cards should be on the display as of December 1. Period 10 Pricer Cards will feature Period 9 over Period 10 information. For the week of November 29 - December 4, the Period 9 side must be on display. On December 5th, the pricer cards should be flipped to reflect the Period 10 pricing/offers. This change over of End Aisles is mandatory for all stores. All stores must have Period 10 End Aisle displays ready-for-business by Wednesday, December 1. Display Location Flight LCBO# NEW* LCBO# Description Size (ml) Support Programs Hero Disaronno Amaretto 750 VA Disaronno Amaretto 1140 lto Grey Goose Vodka Bombay Sapphire London Dry Smirnoff Vodka 1140 lto Smirnoff Vodka (P.E.T.) 750 VA Smirnoff Vodka 1750 lto 117 Bacardi Superior 750 VA Bacardi Superior Bacardi Superior Chivas Regal 12 Year Old 750 lto 4 Premium 893 Wiser's Deluxe 750 lto Wiser's Deluxe 1140 VA 893 Wiser's Deluxe 750 lto 4 Standard Wiser's Deluxe 1140 VA Wiser's Deluxe 1750 lto 1487 Crown Royal 750 lto Crown Royal 1140 lto Crown Royal 1750 lto 5959 Baileys Irish Cream 750 VA Baileys Irish Cream 1750 VA Baileys Irish Cream Liquor 1140 VA Absolut Vodka Absolut Vodka 1140 lto Absolut Raspberri Vodka 750 lto Canadian Club 1140 lto Premium / Standard Canadian Club 1750 lto Canadian Club Classic 750

50 Display Programs - Participating Products Continued Display Location Flight LCBO# NEW* LCBO# Description Size (ml) Support Programs Calvet Medoc 750 VA 9 Premium Alvar Pinot Noir VQA 750 lto Lindemans Bin 40 Merlot Gabbiano Chianti Docg 750 lto 9 Standard Lindemans Bin 50 Shiraz 750 lto Wolf Blass Yellow Label Chardonnay 750 lto Latour Chardonnay Santa Rita Reserva Cabernet Sauvignon 750 lto Mcwilliams Hanwood Estate Shiraz 750 lto Appleton Estate V/X 750 VA Appleton Estate V/X 1140 lto Appleton Estate V/X Peller Estates French Cross Sauvignon Blanc B-I-B Premium Kittling Ridge Icewine & Brandy 375 VA Peller Estates French Cross Red 1500 lto Peller Estates French Cross Red 1500 lto 12 Standard Jackson-Triggs Unity Sauvignon Blanc 1500 lto Peller Estates French Cross Vidal Bib Stella Artois Legere 500 lto Stella Artois 6 Pk-B 1980 NT Stella Artois 500 lto 18 Heineken Lager 6 Pk-B 1980 lto Heineken 5l Draught Keg 5000 FSI Heineken Lager Coyotes Run Unoaked Chardonnay VQA Wolf Blass Yellow Label Cabernet Sauvignon 750 lto Henry Of Pelham Select Late Harvest Vidal VQA 375 FSI Folonari Valpolicella Ripasso Classico 750 lto Smirnoff Blueberry & Lemonade 1320 VA Smirnoff Cranberry & Lime 1320 FSI, VA Smirnoff Classic Lemonade 1320 VA Kahlua Peppermint Mocha Coffee Flavoured 375 FSI Malibu Coconut Rum 750 lto Kahlua Coffee Liqueur 750 lto Caramilk Cream Liquor 750 lto Tequila Rose Liqueur 750 lto Amarula Cream 750 lto Dan Aykroyd Cabernet Merlot VQA 750 lto Girls Night Out Cabernet/Shiraz VQA 750 VA Konzelmann Chardonnay VQA 750 lto Mumm Cuvee Napa Brut Prestige Möet & Chandon Brut Rosé Veuve Clicquot Brut Champagne 750 NEW LCBO# = Case Conversion BAM = Bonus AIR MILES reward miles lto = Limited Time Offer VA = Value Add 49

51 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many Extenders your store implements. Extender Location LCBO# New LCBO# Description Size (ml) Support Programs # of Extenders R1 Vodka A Eight Below Luxury Vodka 750 FSI, lto Y Y R2 Vodka B Tag No. 5 Vodka 750 Y Y Y Y Y R3 Vodka C Prince Igor Extreme Vodka 750 VA Y Y Y Y Y Y R4 Vodka D Skyy Vodka 1140 lto Y Y Y Y Y Y R5 Vodka E Finlandia Vodka 750 lto Y Y Y Y Y Y R6 Rum A Captain Morgan Private Stock Rum 750 lto Y R7 Rum B Havana Club Anejo Reserva 750 lto Y Y Y Y Y R8 Rum C Captain Morgan Spiced Rum 1140 VA Y Y Y Y Y Y R9 Rum D 2220 Bacardi Gold Rum 1140 lto Y Y Y Y Y Y R10 Rum E Forty Creek Barrel Select 750 Y Y Y Y Y Y R11 Canadian Whisky A R12 Canadian Whisky B R13 Canadian Whisky C R14 Canadian Whisky D R15 Canadian Whisky E Singleton Of Glendullan 750 FSI Y Y Crown Royal Limited Edition 750 lto Y Y Y Y Y 6445 Creemore Springs Premium Lager 473 Y Y Y Y Y Y Jameson Irish Whiskey 750 lto Y Y Y Y Y Y Gibson's Finest Sterling Edition 750 Y Y Y Y Y Y R16 Scotch A Alexander Keith's Red Amber Ale TC 473 Y Y Y Y Y Y R17 Scotch B Glenfiddich Single Malt 12 Year Old 750 lto Y Y Y Y Y Y R18 Gin A Beefeater 24 London Dry Gin 750 FSI Y Y Y Y Y Y R19 Liqueurs A Hpnotiq Liquor 750 lto Y Y Y Y R20 Liqueurs B Southern Comfort 750 Y Y Y Y Y Y R21 Liqueurs C 1867 Drambuie 750 lto Y Y Y Y Y Y R22 Liqueurs D Ramazzotti Sambuca 1140 Y Y Y Y Y Y 50 Promotional Turn 10: Enjoy The Holidays

52 Shelf Extenders Continued Extender Location LCBO# New LCBO# Description Marketing & Product Guide 51 Size (ml) Support Programs # of Extenders R23 Brandy A Hennessy XO Cognac 750 Y R24 Brandy B Alize Red Passion 750 FSI, VA Y Y Y Y Y Y R25 Tequila A Don Julio Reposado Tequila 750 Y Y Y Y Ontario Blend R Pelee Island Gewurztraminer 750 lto Y Y Y Y Y Y A R27 Ontario Blend B R28 Ontario Blend C R29 R30 R31 R32 Ontario Non- VQA A Ontario Non- VQA B Ontario Non- VQA C Ontario Non- VQA D R33 Ontario VQA A R34 Ontario VQA B Australia/ R35 New Zealand A Australia/ R36 New Zealand B Australia/ R37 New Zealand C Australia/ R38 New Zealand D Kittling Ridge Kingsgate Sherry 750 Y Y Y Y Y Y Kittling Ridge White Zinfandel/Vidal 1500 lto Y Y Y Y Y Y R39 USA A R40 USA B Jackson-Triggs Prop Rsv Meritage VQA 750 lto Y Y Y Y Y Pelee Island Pinot Grigio VQA 750 lto Y Y Y Y Y Y Cave Spring Riesling VQA 750 NT Y Y Y Y Y Y Open Merlot VQA 750 lto Y Y Y Y Y Y Reif Estate Cabernet/Merlot VQA 750 lto Y Y Y Pelee Island Monarch Red VQA 750 lto Y Y Y Y Goats Do Roam Red, Western Cape 750 lto Y Y Y Jacobs Creek Shiraz/Cabernet 750 lto Y Y Y Y Peter Lehmann Barossa Shiraz 750 lto Y Y Y Y Y Y Carmen Reserva Carmenere 750 Y Y Y Y Y Y Mcwilliam's Hanwood Estate Cabernet Sauvignon Stoneleigh Marlborough Sauvignon Blanc 750 lto Y Y Y Y Y Y 750 lto Y Y Y Y Y Y R41 Chile A Yellow Tail Bubbles Rose 750 lto Y Y Y Y R42 Chile B R43 France Blend A Caliterra Bio Sur Reserva Especial Carmenere 750 lto Y Y Y Y Y Y Latour Pinot Noir 750 lto Y

53 Shelf Extenders Continued Extender Location France Blend R44 B R45 R46 R47 France South A France South B France Bordeaux/ Burgundy A LCBO# New LCBO# Description Size (ml) Support Programs # of Extenders Chateau Timberlay 750 lto Y Y Y Y Y Y Marques De Caceres Crianza Red 750 lto Y Y R48 Italy Central A R49 Italy Central B Taylor Fladgate Late Bottled Vintage Port 750 lto Y Y Y Y Y Y A Luze & Fils Chateau Bel Air 750 lto Y Y Y Lamberti Santepietre P Grigio Delle Venezie Rocca Delle Macie Chianti Vernaiolo Docg 750 lto Y Y 750 lto Y Y Y Y Y Y R50 Italy North A Giovello Prosecco 750 lto Y Y Y Y Y R51 Italy North B R52 Southern Europe A R53 Southern Europe B Mezzacorona Pinot Grigio Trentino Doc Domaine Hatzimichalis Cabernet Sauvignon 1500 lto Y Y Y Y Y Y 750 lto Y Marques De Riscal Reserva 750 lto Y Y Y R54 Germany A Henkell Trocken 750 lto Y Y Y Y Y Y R55 Sparkling A R56 Sparkling B R57 Ontario Beer A R58 Ontario Beer B Mumm Cordon Rouge Brut Champagne Mcwilliam's Hanwood Estate Chardonnay 750 lto Y Y Y 750 NT Y Y Y Y Y Y Steam Whistle Premium Pilsner 500 ST Y Y Gibson's Finest 1140 VA Y Y Y Y Y Y R59 Beer Estrella Damm Lager 500 lto Y R60 Beer The Glenlivet 12 Yr Malt 750 lto Y Y Y Y Y Y R61 Beer Sapporo Premium Beer 650 lto Y Y Y Y Y Y R62 Beer Bud Light Lime 6pk-B 1980 lto Y Y Y Y Y Y R63 Party Zone Smirnoff Ice 4-Pk-B 1320 lto Y Y Y Y Y Y R64 Party Zone Rockstar 473 lto Y Y Y Y Y Y R65 Party Zone Bacardi Classic Mojito 750 lto Y Y Y Y Y Y 52

54 Shelf Extenders Continued Community Shelf Extenders Location LCBO# New LCBO# Description Size (ml) Support Program C Lamb's White Rum (P.E.T) 1,750 VA C Gibson's Finest Sterling Edition 1,140 VA C Brights President Dry Sparkling 750 C Red Guitar Old Vine Tempranillo Garnacha 750 lto C Beringer Founders Estate Cabernet Sauvignon 750 lto Discovery Shelf Extender Location LCBO# Description Size (ml) Support Program D1: Wines Cave Spring Chardonnay VQA 750 NT D2: Wines Feudo Arancio Grillo 750 lto D3: Wines Trivento Fair Trade Malbec 750 D4: BSM Magners Original Irish Cider 500 lto D5: BSM Jack Daniel's And Cola Tall Can 473 lto D6: BSM Mudshake Irish Cream 1080 lto D7: Spirits Finlandia Grapefruit Vodka 750 D8: Spirits Aberlour 12 Year Old Single Highland Malt 750 D9: Spirits Woodford Reserve Distiller's Select Bourbon 750 lto Green Shelf Extender Support Location LCBO# Description Size (ml) Program G1: Green Extender Banrock Station Unwooded Chardonnay Carton 1,000 ST Marketing & Product Guide 53