Weeks 26 & 27 MARKETING & PRODUCT GUIDE. September 29, Trade Copy

Transcription

1 . Weeks 26 & 27 MARKETING & PRODUCT GUIDE September 29, 2018

2 Table of Contents NEW! Vintages Essentials On Shelf...1 Release Overview Feature A - What's Your Story?...4 Feature B - Six Reasons To Love Riesling...4 Wines of the Month...5 Arrive in Style...5 Local Find...5 Release Signage Components End Aisles Feature Signage Components....6 Program Wines Signage Components....7 On-shelf Signage Components Other Signage Components...11 Product Consultant Hot Buttons...12 Re-ordering Signage Kits...13 Additional In-store Programs PT7 Ontario Superstars Program...14 PT7 BAM & LTO Nesting Table Essentials Gateway Box Sign Specialty Portfolio...22 Additional Vintages Marketing Programs External Advertising Promotions...23 Classics Catalogue...24 Upcoming Events...25 Vintages Bi-weekly Release Signage Components Listing: New Arrivals: Blank Bin Tags Pre-printed Shelf Talkers (A,B,C Features) Pre-printed Pricer Cards (A Feature) Blank Shelf Talker Shells Blank Pricer Card Shells Pre-printed Rave Review Shelf Talkers Pre-printed FSE Shelf Talkers Program Wines: WOM Pre-printed Shelf Talkers WOM Pre-printed Pricer Cards AIS Pre-printed Shelf Talkers AIS Pre-printed Pricer Cards $17 Pre-printed Shelf Talkers $17 Pre-printed Pricer Cards Hot Buttons: Product Consultant Picks Hot Buttons Essentials "If you Like" Hot Buttons

3 NEW! Vintages Essentials On Offer Vintages Esssentials On Offer This is a sold program. Participation is mandatory. Participating Stores 1, 4, 5, 10, 15, 18, 21, 31, 38, 148, 149, 154, 164, 187, 217, 243, 252, 253, 278, 346, 367, 371, 378, 391, 393, 394, 407, 437, 445, 452, 481, 486, 494, 500, 511, 523, 528, 532, 556, 569, 573, 590, 619, 624, 630, 632, 641, 643, 658, 703 This bi-monthly program will leverage the tried-and-true customer favourites in the Essentials Collection to attract new customers to Vintages. Each turn of the program spans two promotional periods and features two products from the collection on a front facing end aisle display. The first period highlights LTOs on participating skus. Price offers will be promoted via newspaper and social media advertising along with a branded in-store display. During the second period of the program, stores will maintain the end aisle display and sign with year-round signage. Program Schedule Program Schedule Period 12 & 13 Period 1 & 2 Period 3, 4 & 5 Period 6 & 7 Period 8 & 9 Period 10 & 11 Participating Products for Period 7 LCBO# Product Description Size Price Vintages Essential On Offer End Aisle The Foreign Affair The Conspiracy 750 ml $ Henry of Pelham Speck Family Reserve Baco Noir 750 ml $24.95 Vintages Marketing & Product Guide September 29,

4 NEW! Vintages Essentials On Offer Merchandising Instructions Merchandise products together on a front-facing/primary end aisle for three periods. The LTO (and associated program signage) is valid for the first period only. Stores will receive a program signage kit one week prior to the start of the period containing the program backer card and pre-printed shelf talkers. PT6 Vintages Essentials On Offer End Aisle PT7 Vintages Essentials On Offer End Aisle 2 September 29, 2018 Vintages Marketing & Product Guide

5 NEW! Vintages Essentials On Offer Signage Components for Periods 7 Backer Card Replace the P6 program Backer Card with the year-round Essentials Collection Backer Card while maintaining the front facing/primary end aisle display previously created. Install:September 17, 2018 Take Down: October 14, 2018 Re-order #: VBC028 Pre-printed Shelf Talker Replace the P6 SAVE Shelf Talkers with the year-round Essentials Collection Shelf Talkers for both participating products. Install: September 17, 2018 Take Down: October 14, 2018 Re-order #: (English) VIN-EST-052 (Bilingual) VIN-EST-053 Bin Tag Overlay Leave Overlays in place as other signage components are updated. These should always be on shelf. Install: August 19, 2018 Re-order Codes: 2" English: VBTC001 2" French: VBTC " English: VBTC " French: VBTC010 Vintages Marketing & Product Guide September 29,

6 Release Overview: September 29, 2018 POTENTIAL DELAY OF RELEASE CATALOGUE MAILING A potential postal strike may affect home delivery of subscribers October 13 and subsequent release catalogues. Customers have been advised that they can view the catalogue online or pick up a copy in stores. If the strike continues, we will be increasing store quantities of the catalogue starting with the October 26 release, for the duration of the strike. THE BI-WEEKLY RELEASE Every two weeks, Vintages introduces more than 120 new products. Our bi-weekly release catalogue is available to customers in stores, online and by mail. They include feature articles on varietals, wineries and winemaking regions throughout the world as well as tasting notes for each product. Feature A What's Your Story? Feature B Six Reasons to Love Riesling This feature will profile four different producers - one each from Argentina, USA (California), Italy and France - who all have fascinating stories to tell, giving customers an opportunity to share the story when they uncork these wines. This feature highlights food-friendly and refreshing Riesling - a favourite of white grape enthusiasts, but still something of a mystery to the average wine lover. 4 September 29, 2018 Vintages Marketing & Product Guide

7 Release Overview: September 29, 2018 Wines of the Month Arrive In Style Local Find Wines of the Month are part of every release and are recognized as Vintages' two favourite wines out of the more than 100 released every two weeks. MASI BROLO CAMPOFIORIN ORO 2014 IGT Rosso Verona, Veneto, Italy (XD) 750 ml $26.95 Full-bodied & Smooth WENTE CHARLES WETMORE CABERNET SAUVIGNON 2015 Single vineyard, Livermore Valley, San Francisco Bay, California (XD) 750 ml $29.95 Medium-bodied & Fruity Featured in every release, this program is ideal for customers who may not have a lot of wine knowledge. Arrive in Style offers a sure-fire hit our customers can feel confident giving as a gift. XAVIER CÔTES DU RHÔNE 2016 AC, Rhône, France (XD) 750 ml $17.95 Full-bodied & Smooth This feature appears in every other release and showcases the exceptional quality of wines from our own backyard. One Ontario VQA wine is personally selected by the Category Manager for Ontario Wine and the manager endorses the wine by providing the customer with three easy-to-remember reasons why they love it, making it a trusted choice. PONDVIEW GOLD SERIES VIDAL ICEWINE 2015 VQA Niagara Peninsula (S)200 ml $19.95 Lusciously Sweet Vintages Marketing & Product Guide September 29,

8 Release Signage Components INSTALL DATE:SEPTEMBER 29, 2018 TAKE-DOWN DATE: OCTOBER 13, 2018 Display Merchandising Instruction Visual Reference End Aisles RELEASE FEATURE A Backer Card (year-round kit) New Arrivals Shelf Talkers New Arrivals Pricer Cards Build a front-facing end-aisle display with A Feature products. Sign the display with your "Vintages" backer card. Pre-printed shelf talkers are provided for all products in the A, B, and C features of the Release. Install in front of featured products (insection and on displays). Pre-printed pricer cards are provided for all products in the A, B and C features. Install on cut-case displays of featured products 6 September 29, 2018 Vintages Marketing & Product Guide

9 Release Signage Components INSTALL DATE: SEPTEMBER 29, 2018 TAKE-DOWN DATE: OCTOBER 13, 2018 Display Merchandising Instruction Visual Reference Program Wines - Wines of the Month RELEASE FEATURE B If there is sufficient inventory and display space, build an end-aisle display and sign with your "Wines of Backer Card the Month" backer card. (year-round kit) Pre-printed Shelf Talkers Pre-printed Pricer Cards Pre-printed shelf talkers are provided for all products in the A, B, and C features of the Release. Install in front of featured products (insection and on displays). Pre-printed pricer cards are provided for all products in the A, B and C features. Install on cut-case displays of featured products. Vintages Marketing & Product Guide September 29,

10 Release Signage Components INSTALL DATE: SEPTEMBER 29, 2018 TAKE-DOWN DATE: OCTOBER 13, 2018 Display Merchandising Instruction Visual Reference Program Wines - Arrive in Style Backer Card If there is sufficient inventory and display space, build an end-aisle (year-round kit) display and sign with your "Gifts for the Host" backer card. Pre-printed Shelf Talker Pre-printed Pricer Card Pre-printed shelf talkers are provided for program wines. Install in front of featured products on end-aisle displays, nesting tables and in-section. Pre-printed pricer-cards are provided for program wines. If there is sufficient inventory and floor space, build a cut-case display and sign with the preprinted pricer card. 8 September 29, 2018 Vintages Marketing & Product Guide

11 Release Signage Components INSTALL DATE: SEPTEMBER 29, 2018 TAKE-DOWN DATE: OCTOBER 13, 2018 Display Merchandising Instruction Visual Reference Program Wines - Local Find Backer Card (year-round kit) Pre-printed Shelf Talker Pre-printed Pricer Card If there is sufficient inventory and display space, build an end aisle display and sign with your "Ontario" backer card. Pre-printed shelf talkers are provided for program wines. Install in front of featured products on end aisle displays, nesting tables and in-section. Pre-printed pricer-cards are provided for program wines. If there is sufficient inventory and floor space, build a cut-case display and sign with the preprinted pricer card. Vintages Marketing & Product Guide September 29,

12 Release Signage Components INSTALL DATE: SEPTEMBER 29, 2018 TAKE-DOWN DATE: OCTOBER 13, 2018 Display Merchandising Instruction Visual Reference On-Shelf Flagship Store Exclusive Pre-printed Shelf Talker Rave Review Pre-printed Shelf Talker BAM & LTO Pre-printed Shelf Talkers Blank Bin Tags 3" w. x 2" h. 3" w. x 1.75" h. Select stores receive pre-printed FSE shelf talkers for highlighting products on an end aisle, nesting table or insection. Use with a "New" bin tag overlay. Install the shelf talker on top of the overlay and ensure the overlay message is visible. Pre-printed Rave Review shelf talkers are provided for all non-feature release products with a score. Use with a "New" bin tag overlay. Install the shelf talker on top of the overlay and ensure the overlay message is visible. Pre-printed BAM & LTO shelf talkers are provided for products participating in the offers each period. Install in-channel shelf talkers in front of appropriate product. Print using template and attach to shelf as needed to replace damaged bin tags. 10 September 29, 2018 Vintages Marketing & Product Guide

13 Release Signage Components INSTALL DATE: SEPTEMBER 29, 2018 TAKE-DOWN DATE: OCTOBER 13, 2018 Display Merchandising Instruction Visual Reference Other Signage RELEASE MERCHANDISER HEADER NESTING TABLE SIGN Install header card on the Release Merchandiser. Display on the Nesting Table in the holder. Vintages Marketing & Product Guide September 29,

14 Release Signage Components Product Consultant Hot Buttons Product Consultant hot buttons help you recommend products to customers even when you are away from the section. Merchandising Instructions The hot buttons are included in the bi-weekly signage kit. Write your recommendation and your name on the Product Consultant Hot Buttons and display in the Vintages section of your store with shelf talker clips. LIMIT THE TOTAL NUMBER OF ALL CONSULTANTS PICKS TO 20% OF NEW RELEASE SKUS TO MINIMIZE CLUTTER AND REDUCE CHOICE. Component Perfect For Hot Button Helps customers find products perfect for an occasion or a certain someone. Examples: The Bordeaux-Lover, The Host with the Most, The Collector, The World Traveller, mimosas with brunch, dinner with friends, appetizers. Great With Hot Button Helps customers pair wine with food. Include general pairings as well as specific dishes. Examples: Roast beef, lamb or salmon, a cheese tray, beef bourguignon, lasagna Consultant's Pick Hot Button This generic version should only be used when you re new to a store, until you get your Personalized Hot Buttons from Knowledge Resources. Trade My Pick Hot Button This Hot Button is only to be used while you are waiting for your pre-printed,personalized buttons. Use this to draw special attention to your favourite products by offering a reason why it s your favourite and signing your name. Image Copy 12 September 29, 2018 Vintages Marketing & Product Guide

15 Vintages Signage Kits Re-orders Vintages Signage Kits Available for Re-order Kit Type Re-order source Components Vintages BAM & LTO Signage Kit DMS Includes all BAM & LTO Shelf Talkers for the current promotional period. Vintages Superstars Signage Kit DMS Includes one Basket Sign and two Shelf Talkers. Vintages Release Signage Kit Blank 3" x 2" Bin Tags Blank 3" x 1.75" Bin Tags Vintages Year-Round Backer Card Kit DMS hellolcbo # hellolcbo # hellolcbo Includes shelf talkers, pricer cards and hot buttons detailed on pages 4 8. When ordering specify the release in question. Includes 50 sheets of 3" x 2" blank bin tags. Please hold onto extras to begin building an inventory for use with upcoming releases. Includes 50 sheets of 3" x 1.75" blank bin tags. Please hold onto extras to begin building an inventory for use with upcoming releases. All versions of the previously shipped Backer Card Signage Kit are available to re-order. This includes Vintages Fixture Size (49) LCBO Fixture Size (5) and the Portfolio case itself. To order, call hellolcbo at or Quote re-order source and provide kit type. Note: Individual signs contained in the above kits cannot be re-ordered individually. Vintages Marketing & Product Guide September 29,

16 P7 Ontario Superstars Program Ontario Superstars The Vintages Superstars program promotes local wine paired with seasonally appropriate recipes. Each period there will be three Ontario Superstars: two LCBO wines and one Vintages Essential. This is a mandatory program and is being added to participating stores' location maps each period. The program is set with a suggested minimum of one case to support the program; i.e., one case will be forced to each participating store. Stores should replenish as required. Key Dates Install: September 16, 2018 Take down: October 14, 2018 Promotional Support: In-store signage vintages.com Featured Product FLAT ROCK TWISTED WHITE ML (M - 22 G/L) AROMATIC & FLAVOURFUL REG: $17.95 SAVE: $1.00 NOW: $16.95 Participating Stores Group 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 44, 60, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 97, 99, 102, 124, 144, 145,154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 207, 209, 211, 214, 218, 223, 237, 244, 248, 260, 265, 268, 269, 278, 296, 311, 324, 340, 353, 354, 359, 372, 373, 381, 386, 391, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 499, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 602, 637 Group 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 33, 36, 38, 40, 41, 55, 57, 58, 74, 93, 95, 106, 130, 132, 143, 148, 149, 156, 164, 171, 179, 187, 195, 198, 200, 210, 212, 217, 221, 223, 226, 233, 243, 249, 255, 263, 279, 287, 288, 298, 325, 326, 329, 333, 334, 344, 346, 249, 351, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394, 397, 398, 416, 436, 437, 438, 445, 457, 459, 465, 470, 481, 486, 491, 494, 495, 505, 511, 512, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 629, 630, 631, 632, 634, 635, 645, 677, 698, 699, 700, 702, 703, 706, 771, 776 Group 3 (Our Wine Country Stores) - Green Shelf Talker and Basket Insert 115, 252, 253, 300, 392, 401, 407, 412, 417, 490, 497, 522, 523, 532, 624, 641, September 29, 2018 Vintages Marketing & Product Guide

17 P7 Ontario Superstars Program Component Where to Install Sign Visual reference Basket Sign Pre-printed Shelf Talker Available Chilled Hot Button Merchandise the participating product as a cut-case display in a prominent area of the Vintages section. Install the pricer card as shown and keep the display fully merchandised. Take down once stock is sold out, or by October 14, Install the pre-printed shelf talker in front of the featured product in its o-shelf, with a miracle stick (available at Central Supply #692012). Take down once stock is sold out, or by by October 14, Signs should be used on shelf to indicate that the Superstar product is also available in the fridge. Superstar shelf talkers should be placed in the fridge to highlight the Superstar products there (Re-order# DMS-Available Chilled Hot Button) Here is an example of a fully merchandised display in the Vintages section. Vintages Marketing & Product Guide September 29,

18 P7 Ontario Superstars Program Component Where to Install Sign Visual reference Basket Sign Pre-printed Shelf Talker Available Chilled Hot Button Merchandise the participating product in a basket. Insert the basket sign insert into the large metal sign holder (Central Supply #691089). Take down once stock is sold out, or by October 14, Install the pre-printed shelf talker in front of the featured product in its o-shelf, with a miracle stick (available at Central Supply #692012). Take down once stock is sold out, or by October 14, Signs should be used on shelf to indicate that the Superstar product is also available in the fridge. Superstar shelf talkers should be placed in the fridge to highlight the Superstar products there (Re-order# DMS-Available Chilled Hot Button) Here is an example of a fully merchandised basket display 16 September 29, 2018 Vintages Marketing & Product Guide

19 P7 BAM & LTO Signage Vintages BAM and LTO Signage The Vintages BAM & LTO signage will arrive in the mailbag the week before each promotional period starts. This is a mandatory supplier program. All in-channel shelf talkers for the participating products should be installed at the start of the period. If you do not receive your kit, please call hellolcbo to request a kit. The signage (4 w. x 2 h.) should be installed over top of the product s bin tag. You may also use the BAM/LTO generic shelf-talker template to reprint any damaged signage. Key Dates Ship Date: August 13, 2018 BAM effective dates: Sept. 16 Oct. 13, 2018 LTO effective dates: Sept. 17 Oct. 14, 2018 Merchandising Instructions Install in-channel shelf talkers in front of appropriate product. BAM Shelf Talker LTO Shelf Talker Partcipating Stores 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 29, 30, 31, 33, 34, 35, 36, 38, 40, 41, 42, 44, 45, 49, 51, 54, 55, 57, 58, 60, 62, 63, 64, 65, 68, 70, 71, 72, 73, 74, 77, 78, 79, 82, 83, 84, 93, 95, 97, 99, 101, 102, 106, 112, 115, 124, 125, 127, 130, 132, 139, 140, 143, 144, 145, 148, 149, 153, 154, 156, 163, 164, 165, 166, 167, 168, 171, 175, 178, 179, 182, 187, 188, 191, 195, 196, 197, 198, 199, 200, 201, 202, 203, 207, 208, 209, 210, 211, 212, 214, 217, 218, 219, 221, 222, 225, 226, 227, 228, 229, 232, 233, 234, 237, 238, 241, 242, 243, 244, 247, 248, 249, 250, 251, 252, 253, 255, 260, 261, 263, 265, 267, 268, 269, 270, 277, 278, 279, 286, 287, 288, 295, 298, 300, 306, 310, 311, 312, 313, 314, 318, 321, 324, 325, 326, 329, 333, 334, 335, 340, 341, 343, 344, 345, 346, 351, 353, 355, 358, 359, 360, 361, 365, 366, 367, 368, 371, 373, 378, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 399, 400, 401, 402, 403, 404, 407, 411, 412, 415, 416, 417, 419, 420, 425, 426, 427, 428, 430, 431, 432, 434, 436, 437, 438, 443, 444, 445, 446, 447, 449, 452, 453, 454, 456, 457, 459, 461, 465, 467, 468, 469, 470, 474, 477, 481, 482, 483, 485, 486, 490, 491, 494, 495, 496, 497, 499, 500, 501, 505, 509, 511, 512, 515, 516, 517, 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, 537, 538, 539, 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 554, 555, 556, 559, 561, 563, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 581, 584, 585, 586, 587, 589, 590, 593, 598, 599, 600, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 644, 646, 649,650, 651, 653, 654, 655, 656, 657, 658, 660, 661, 665, 667, 671, 677, 694, 695, 697, 698, 699,700, 702, 703, 706, 741, 771, 776 Vintages Marketing & Product Guide September 29,

20 P7 BAM & LTO Signage Participating Products LCBO# Description Size Was* Now* Offer G. Marquis The Silver Line Pinot Noir 750 $ The Foreign Affair The Conspiracy 750 $ Allegrini Palazzo della Torre 750 $24.95 $22.95 $ Banfi Stilnovo Governo all'uso Toscano 750 $18.95 $16.95 $ Beringer Napa Valley Chardonnay 750 $24.95 $22.95 $ Cantina di Venosa Verbo Aglianico del Vulture 750 $17.95 $16.95 $ Castelli del Grevepesa Clemente VII 750 $22.95 $20.95 $ Catena Cabernet Sauvignon 750 $19.95 $17.95 $ Columbia Crest H3 Cabernet Sauvignon 750 $19.95 $17.95 $ Domaine d'en Ségur Cuvée Germain 750 $17.95 $15.95 $ Fabre Montmayou Gran Reserva Malbec 750 $25.95 $23.95 $ Famille Perrin Les Sinards Châteauneuf-du-Pape 750 $38.95 $35.95 $ Featherstone Phoenix 750 $18.95 $16.95 $ Fielding Unoaked Chardonnay 750 $15.95 $14.95 $ Flat Rock Twisted White 750 $17.95 $16.95 $ Henry of Pelham Estate Chardonnay 750 $21.95 $18.95 $ Inniskillin Vidal Icewine 375 $49.95 $44.95 $ J. Lohr Highlands Bench Pinot Noir 750 $54.95 $49.95 $ Jackson-Triggs Reserve Vidal Icewine 375 $39.95 $34.95 $ Jean-Noël Haton Classic Brut Champagne 750 $31.75 $26.55 $ Kelman Tinto 750 $17.95 $16.95 $ Lakeview Cellars Vidal Icewine 200 $21.95 $19.95 $ Magnotta Vidal Icewine 375 $32.90 $29.90 $ September 29, 2018 Vintages Marketing & Product Guide

21 P7 BAM & LTO Signage Participating Products continued LCBO# Description Size Was* Now* Offer Malivoire Ladybug Rosé 750 $16.95 $15.95 $ Marchesi de' Frescobaldi Tenuta di Castiglioni 750 $21.95 $18.95 $ Porcupine Ridge Syrah 750 $15.95 $13.95 $ Ramirez de la Piscina Crianza 750 $16.95 $15.95 $ Ringbolt Cabernet Sauvignon 750 $21.95 $19.95 $ Rocca delle Macìe Riserva Chianti 750 $15.95 $13.95 $ Santa Margherita Pinot Grigio 750 $19.95 $17.95 $ Tawse Quarry Road Pinot Noir 750 $35.95 $32.95 $ Tawse Sketches of Niagara Chardonnay 750 $22.20 $20.20 $ Temperamento Bobal 750 $17.95 $16.95 $ Terra Vega Carmenere KPM 750 $10.30 $9.30 $ Trius Red 750 $24.95 $22.95 $ Álvaro Palacios Camins del Priorat 750 $30.95 $28.95 $2.00 Prices subject to change Vintages Marketing & Product Guide September 29,

22 Nesting Table Essentials Gateway Box Sign New Vintages Essentials Gateway Box Sign The Gateway Box is designed to introduce loyal Essentials Collection customers to products from the release. Think of Essentials as the gateway to Vintages. Each release period, Vintages will merchandise popular Essentials alongside a release product with a similar flavour profile. The message: "If you like this Essential, you may also like this" Participating Stores 28, 31, 38, 51, 93, 115, 149, 164, 171, 217, 227, 252, 279, 298, 310, 326, 329, 334, 340, 355, 361, 367, 371, 381, 411, 416, 420, 425, 432, 434, 438, 445, 452, 470, 485, 490, 495, 523, 532, 539, 554, 579, 601, 605, 630, 632, 643, 653, 655, 670, 703, 706, 771 Key Dates Signage Kit Shipped: May 15, 2017 Program Started: May 27, 2017 Components Vintages Essentials Gateway Box Sign Reorder # 18VIN621(English) Reorder# 18VIN622 (Bilingual) Product Selection Guidelines Select one Essential and one Release product with similar flavour profiles. Ensure the Release product is from the current Release and is the more premium of the two. To assist with product selection, 3-4 combinations will be provided each period. Suggested Pairings for September 29th Release LCBO# Essential Products LCBO# Release Products Willm Réserve Riesling Domaines Schlumberger Kessler Riesling Rodney Strong Estate Russian River Valley Pinot Noir Siduri Pinot Noir Catena Malbec H.J. Fabre Gran Reserva Malbec 20 September 29, 2018 Vintages Marketing & Product Guide

23 Nesting Table Essentials Gateway Box Sign New Vintages Essentials Gateway Box Sign continued Merchandising Instructions Merchandise the box sign on the short end of the Nesting Table, ensuring the display entirely occupies the width of the table. To avoid customer confusion, keep the display to one Essential and one Release at any given time. Do not use the box sign in-section. Here is an example of the Gateway Box Sign merchandised on the Vintages Nesting Table. Vintages Essential Product 3 Facings Vintages Essentials Gateway Box Sign Vintages Release Product 3 Facings Vintages Marketing & Product Guide September 29,

24 Specialty Portfolio Specialty Portfolio The Specialty Portfolio exists to provide products that have demand within a particular ethnic community, but not widespread demand in the general population. Product Name Producer Country Size (ml) LCBO# Kosher Portfolio September 29 Rapid Release Bartenura Rosso Toscano I G T Royal Wines Co. (Exc) Italy Specialty Portfolio September 29 Rapid Release Dayaa Arak The White Distillery Inc Canada M-Dry Mastiha Plomari Ouzo Distillery Greece Er Qu Luzhou Laojiao International China Luzhou Laojiao Bainian Luzhou Laojiao International China Dewazakura Oka Ginjo Dewazakura Sake Brewery Japan September 29, 2018 Vintages Marketing & Product Guide

25 External Promotion of Vintages SKUs Overview The following products will be featured in external advertising campaigns starting October 4. LCBO Bi-Weekly Flyer In-Market: October 4 (Week #3) LCBO# DESCRIPTION REG. SAVE NOW Week # Lakeview Cellars Vidal Icewine VQA $21.95 $2.00 $ Louis Jadot Chardonnay Bourgogne $ Ringbolt Cabernet Sauvignon $21.95 $2.00 $ Famille Perrin Les Sinards Châteauneuf-du- Pape $38.95 $3.00 $ Marchesi de'frescobaldi Tenuta di Castiglioni $21.95 $3.00 $ Beringer Napa Valley Chardonnay $24.95 $2.00 $ Santa Margherita Pinot Grigio $19.95 $2.00 $ Tawse Sketches of Niagara Chardonnay $22.20 $2.00 $ Cave Springs Blanc de Blancs Brut VQA $ Malivoire Chardonnay VQA Niagara $19.95 Facebook - Release Awareness Facebook/Instagram In-Market: September 29 -October 1, 2018 LCBO# DESCRIPTION REG Pelee Island Lola Cabernet Franc Rosé 2017 $ Wayne Gretzky Whisky Oak Aged Red Wine 2017 $ Casa Dea Dea s Cuvée Sparkling 2016 $20.95 LCBO Flyer PT7 Week 3 Wines of the Month - Facebook/Instagram In-Market: September 29 -October 12, 2018 LCBO# DESCRIPTION REG Wente Charles Wetmore Cabernet Sauvignon 2015 $29.95 Vintages Marketing & Product Guide September 29,

26 Classics Catalogue September & October On the first Thursday of every month, we launch a new Classics Collection a limited assortment of wines and spirits from the most prestigious and sought-after producers and regions in the world, including rare and older vintages. The September and October collections will be featured together in one print catalogue. Starting October 4 at 8:30 a.m., customers can order the September products on a first-come, first-served basis. Prior to the order date, the collections can be viewed online at vintages.com/classics. KEY DATES Catalogue in-store and on vintages.com/classics: August 24 September Collection Ordering starts September 6, 8:30 a.m. October Collection Ordering starts October 4, 8:30 a.m. Upcoming Classics Catalogue Ordering Start Date November Classics Thursday, November 1, 2018 December Classics Thursday, December 6, 2018 January Classics Thursday, January 3, 2019 February Classics Thursday, February 7, 2019 Order Classics online or by phone. Online: vintages.com/shop September Classics Catalogue By phone: or toll free at Monday - Friday 8:30am - 6:00pm AND Saturday 9:00am - 6:00 pm 24 September 29, 2018 Vintages Marketing & Product Guide

27 Upcoming Special Events Events Uncork Sonoma Walk-around Tasting Sonoma County is predominantly family farmers who produce some of the world s best grapes and wine and have done so for generations. It s also the first wine region in the US to commit to becoming 100% sustainable by At this event, guests will taste the quality and diversity of the Sonoma region including stellar Pinot Noirs, full-bodied Cabernets, stylish Chardonnays and spicy Zinfandels most with 90+ scores from 35 featured wineries. TUESDAY, OCTOBER 16, 2018 The Carlu 444 Yonge Street. 7th Floor, Toronto Walk-around Tasting 6:30 pm - 9:00 pm. $150 per person For more details on this event, visit Vintages.com/events Masi Reception and Dinner The great Sandro Boscaini visits Toronto one last time before retirement to pour a selection of his outstanding wines, including examples from the 1988, 1990 and 1997 vintages. At the helm of Masi since 1978, Sandro s many accomplishments include defining the concept of cru Amarone, launching the first modern Ripasso wine, rediscovering the ancient grape Oseleta and amassing the most extensive Amarone cellars in the world. WEDNESDAY, OCTOBER 17, 2018 Hotel X Toronto Perch & The View at SkyBar 111 Princes' Boulevard, Toronto Reception: 6:30 p.m. Dinner: 7:15 p.m. $295 per person Sold Out! For more details on this event, visit Vintages.com/events Vintages Marketing & Product Guide September 29,

28 SIGNAGE SHIP DATES Signage should arrive at stores 5-8 days before the release date, depending on shipping distance (e.g., September 29 signage will arrive September 24). Take-down Instructions A consistent message and signage make our promotions successful. Every two weeks, a new signage package is sent to stores to support the Release. Themed signage from previous promotions should always be taken down when the new package arrives. Questions? HelloLCBO Contact Centre: (or dial #5226 on cell phones) or hello_lcbo@lcbo.com ACSSS Store Support: or acsss@lcbo.com Please have this guide available. LCBO, 2018 No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information store and retrieval system, without permission in writing from the LCBO. LCBO Dept. # Merchandising Communications 55 Lake Shore Blvd. East Toronto, Ontario M5E 1A4 The information contained in this guide was written for the LCBO internal use only. Produced by the Communications team. If you have any feedback or ideas about this guide, please us at IMAGEbooks@lcbo.com This guide is printed on 100% recycled paper, by the LCBO s Print Digital Copy Centre (Dept. 890)

29 NEED SIGNAGE? To order Vintages signage, please visit Central Supply Online or call HelloLCBO Contact Centre: (or dial #5226 on cell phones) or ACSSS Store Support: or