PT10. PT10 is a 5 Week Turn! MARKETING & PRODUCT GUIDE PT10: DECEMBER 2, 2012 JANUARY 6, 2013

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1 MARKETING & PRODUCT GUIDE PT10 PT10: DECEMBER 2, 2012 JANUARY 6, 2013 PT10 is a 5 Week Turn!

2 PT10 Features Giving Back in our Community By During PT10, LCBO will once again raise funds for four of Ontario s regional children s hospitals and MADD Canada. This prompted donation and coin box program has been renamed as Giving Back In Our Community (formerly called Spirit of Giving). Holiday Gift Cards Holiday Gift Cards were force-allocated to stores beginning ng week 30 (week of October 22). Gift Card activations will be monitored and additional cards will be automatically forced to stores s requiring more inventory. Holiday Gift Packaging We ve got complete gifting solutions ons for busy holiday shoppers. Festive gift cards are a simple choice, and the perfect product dressed up in a beautiful gift bag or box looks oks thoughtful and impressive. New Starting PT10 - We re Now Social We are planning on our customers being able to connect with us on twitter and Facebook in the Holiday Season! Customers will be able to like us on Facebook on: Or they they will be able to follow us on twitter, at the or visit Engaging with us in the social media space, will give our customers access to: Information on wine + food pairing, events + new products. Inspiring recipes, serving suggestions and entertaining ideas. Behind-the-scenes sneak peak of what s new and noteworthy. Keep a look out here for more information coming soon.

3 Goals of the Promotion 03 PT10 Features 05 Advertising - Holiday Wrapped Up FSI 06 Giving Back in Our Community 08 Deflate the Elephant 11 Rear Cash Register Signs Check Shari s Picks 13 Sparkling Wine Block Program 15 LCBO Pocket Guide - Winter Beer 17 Features From PT9 that are Being Continued 19 Holiday Gift Cards 20 Customer Takeaway Cocktail Recipes es 21 Promotional Sign Gallery 23 FOOD & DRINK 77 Seasonal & New Product 41 Fixture Program Front End Merchandiser 43 Wine Fridge 49 Mini-Thematic 55 Special Promotions Fixture 57 Exterior Springer Sign 59 Shopping Cart Signs 61 golocal - Ontario Wines 63 golocal VQA FSI Fixture 64 Ontario Superstars 65 Ontario Popular Pick 66 VINTAGES Superstars 67 VINTAGES V BAM & LTO Signage 69 Beer Programs 71 Ontario Craft Beer End Aisle 72 Brewery Spotlight 73 Craft Beer Program 74 Ontario Craft Beer (Quarterly Program) 75 Participating Stores 79 Sold Space Programs 87 Display Table Guidelines 115

4 Marketing & Product Guide HOLIDAY 2 DECEMBER 2, 2012 JANUARY 6, 2013 Tell me what to buy 2, 201 ANUA This year s Holiday Campaign is all about making the holiday season easier by simplifying the shopping experience. We know that customers want help deciding what to buy, so the LCBO s holiday gift to them is to make it easy to shop, easy to celebrate and easy to give. We ve done the work so customers won t have to. Signage will set the tone for the season with show-stopping creative and a focus on our assortment of gift packaging. The majority of instore signage (non-product specific) will remain in place for both PT9 and PT10. We re offering solutions that are short, clear, attractive and easily understood. We want our gift recommendations and entertaining ideas to make customers say: I never thought of that! Continued on next page...

5 Easy to shop Signage will highlight gift ideas and product recommendations, making it easy to choose. Customer solutions will be communicated in an instant short, quick and to the point. Easy to celebrate We ll showcase complete and easy entertaining options that will make the host a hero. We ll offer ideas and recipes for cocktails, appetizers, food matches, baked goods, desserts all simple to prepare and present, and guaranteed to wow a crowd. Easy to give We ve got complete gifting solutions for busy holiday shoppers. Festive gift cards are a simple choice, and the perfect ect product dressed up in a beautiful gift bag or box looks oks thoughtful and impressive. Lastly, as 2012 winds down, we d like to say Thank you! for supporting our programs throughout the year. We re looking forward to working with you to make this our best and most successful holiday program ever. Thank you for all your effort and Happy Holidays from Sales & Marketing! 4 Promotional Turn 10

6 1. Holiday Wrapped Up - Advertising 2. Giving Back in our Community 3. Deflate the Elephant/ Check 25

7 PT10 FEATURES - Advertising Holiday Wrapped Up FSI Advertising Holiday Wrapped Up FSI Overview We think this time of year is for celebrating, so we ve done the heavy lifting for you. Our P10 Holiday FSI features a host of original gift suggestions and easy entertaining ideas to take the stress out of the for hosting a warm and relaxed holiday gathering, three ways to give a classic holiday gift guide, festive garnishes and much more. Drop Date December 7 th, 8 th th, or 9, for reference. Globe & Mail St. Catherines Standard Barrie Examiner Toronto Sun Ottawa Sun London Free Press Kingston Whig Standard Kitchener Waterloo Record Toronto Star National Post (Ontario Edition) Thunder Bay Chronicle Ottawa Citizen Windsor Star Radio We will be featuring 30 second Ottawa areas. 6 Promotional Turn 10

8 PT10 FEATURES - Advertising Holiday Wrapped Up FSI Advertis tising Holiday Wrapped Up FSI Continued Holiday Wrapped Up - Participating Products LCBO# Description Size (ml) Heineken 5L Draught Keg Great Lakes Winter Ale Steam Whistle Premium Pilsner Alexander Keith's Barrel Gift Pack 6 x Beau's Bog Water Hockley Taster Pack 3 x Molson Canadian 6 x Guinness Draught 8 x Erdinger Bavaria Gift Pack 2 x Rickard's Oakhouse 6 x Johnnie Walker Black 12 YO Gibson's Finest 12 Year Old Wiser's De Luxe Crown Royal Kahlua Coffee Liqueur Grand Marnier Forty Creek Barrel Select Whisky Baileys Irish Cream Liquor Taylor Fladgate Late Bottled Vintage Port Antinori i Toscana IGT George Wyndham Founder's Reserve Shiraz Sterling Vintner's Pinot Noir Wolf Blass Yellow Label Cabernet Sauvignon Alamos Malbec Chateau Des Charmes Brut Methode Traditionelle VQA Henry Of Pelham Chardonnay VQA Eastdell Black Cab VQA Angels Gate Sussreserve Riesling VQA Smirnoff Mixed Drinks Cran & Lime 4 x Mott's Clamato Caesar Original 6 x Inniskillin Vidal Icewine VQA Grey Goose Vodka Absolut Vodka Three Olives Smores Vodka Ketel One Vodka Hendrick's Gin Marketing & Product Guide - Holiday 2 7

9 PT10 FEATURES - Giving Back in our Community Giving Back in our Community Overview During Period 10, LCBO will once again raise funds for four of Ontario s been renamed as Giving Back In Our Community Giving). encouraged to invite customers to add a donation of $2, $5 or $10 to their January 5, Children s Health Foundation (London) (Hamilton) (Ottawa) SickKids Foundation (Toronto) Mothers Against Drunk Driving (MADD Canada) ada) just ask and the generosity of our the record $2.6 million of last year. Participating Stores All Stores Key Dates Components Shelf Talkers Wobbler Barcode card Merchandising Instructions 1. Install the shelf talkers throughout the store. Stores that have been designated as bilingual can alternate between the French and English versions of the shelf talker. 2. Install the cash register wobbler so that it extends out from the side of the cash register. 3. K cash register. Donations can be card or by manually entering the LCBO # for $2.00 donation LCBO # for $5.00 donation LCBO # for $10.00 donation 8 Promotional Turn 10

10 PT10 FEATURES - Giving Back in our Community Giving Back in our Community Components 1. Shelf Talker (English over French), Re-order # DMS Re-order # DMS (English) Re-order # DMS (French) 3. Barcode card (Bilingual) Marketing & Product Guide - Holiday 2 9

11 PT10 FEATURES - Giving Back in our Community Giving Back in our Community Food Donation Box health and safety risk. The Food Donation Box is to be used to donate to a local food bank. Do not lift or use the Food Donation Box to carry food to food bank. Please remove the food from the Donation Box and carry to the bag or carrier. Participating Stores All Stores Key Dates Component Food Donation Box (Bilingual) Re-order # Promotional Turn 10

12 PT10 FEATURES - Deflate the Elephant Deflate the Elephant Overview and enjoyable celebrations with family, is a to be awkward or uncomfortable. The guests from drinking and driving. Also during December, ember, taxis in Toronto, Hamilton and Ottawa will ahead to get to and from their holiday in these city cores every Saturday Participating Stores All Stores Key Dates Components Re-order # DMS Re-order # DMS Merchandising Instructions shelf talkers throughout the store. Store staff will be required to Peel & stick the adhesive counter customer. Marketing & Product Guide - Holiday 2 11

13 Rear Cash Register Signs Check or under? Please be ready to show your I.D. Moins de 25 ans? Soyez prêt à présenter une pièce d identité. Rear Cash Register Signs Check 25 Re-order #DMS Overview During the PT9 and PT10 Holiday 25 rear cash register signs. Key Dates Participating Stores All Stores Components cash registers in your store) Re-order# DMS Merchandising Instructions Recycle the existing Check 25 (green and orange) rear cash register signs. on each corner of the new Check 25 signs (dark red, light red). the cash register. 12 Promotional Turn 10

14 Shari s Picks

15 Shari s Picks 10 New Products Product Endorsement Program Overview Shari Mogk-Edwards, Vice President, LCBO Merchandising and VINTAGES PT9 and PT10. All Stores P LCBO Description Size (ml) Gilead Pine Flavoured Vodka Hine Rare VSOP Raymond Classic Cabernet et Sauvignon Grant Burge Summers Chardonnay Masi Costasera Amarone Classico Doc 750 C Shari s Hot Picks Shelf Talkers Re-Order # Merchandising Instructions M 10 for the Holidays Entertaining O our Vice President, LCBO Merchandising and VINTAGES, (Head Buyer, Wines, Beers, VINTAGES 14 Promotional Turn 10

16 Sparkling Wine Block Pile Program

17 PT10 FEATURES - Sparkling Wine Block Pile Program Overview C Key dates S All stores C are to be selected at the Store Manager s ager s discretion. Your codes. Generic Blank Pricer Card (Re-order# ) Merchandising instructions S Pole Topper Sign Generic Blank Pricer Card 16 Promotional Turn 10

18 Winter Beer

19 LCBO Pocket Guide Winter Beer Overview While summer is the season for light and refreshing beers, winter calls for strong, full- new Winter Beer Pocket Guide will educate customers about beer styles that are best- Key Dates S Merchandising Instructions Merchandise the Winter Beer Pocket Guide in your store s Beer section. Re-stock as needed through to the end of PT12. In-store brochure, English only DGN# In-Section wire brochure holder DGN# P 1, 2, 3, 4, 5, 6, 7, 8, 10, 13, 14, 15, 17, 18, 19, 20, 21, 22, 23, 25, 31, 35, 36, 38, 40, 45, 58, 65, 80, 90, 95, 102, 106, 115, 130, 143, 143, 148, 149, 154, 163, 164, 167, 171, 175, 185, 187, 195, 198, 210, 212, 214, 217, 226, 228, 242, 243, 253, 270, 279, 287, 288, 295, 298, 300, 311, 313, 325, 326, 329, 334, 344, 346, 355, 359, 360, 361, 368, 371, 378, 383, 384, 385, 386, 387, 390, 393, 394, 397, 398, 407, 411, 412, 416, 417, 420, 425, 427, 428, 431, 432, 437, 438, 445, 452, 457, 459, 481, 483, 486, 491, 494, 495, 497, 499, 505, 511, 516, 523, 528, 532, 534, 536, 542, 544, 545, 549, 555, 556, 566, 568, 572, 573, 575, 579, 590, 602, 614, 617, 619, 623, 624, 629, 630, 631, 632, 634, 638, 639, 641, 642, 643, 677, 698, 703, Promotional Turn 10

20 1. Holiday Gift Cards 2. Customer Takeaway Rec Cocktail Recipes

21 Holiday Gift Cards Gift Cards An important incremental sales opportunity! Merchandising Merchandise LCBO & VINTAGES Holiday Gift Cards on the Cash Desk(s) in an Acrylic Gift Card Merchandiser. Allocations & Receivals Holiday Gift Cards are forceallocated to stores beginning week 30 (week of October 22). Gift Card activations will be monitored and additional cards will be automatically forced to stores requiring more inventory. ntory. Receive gift cards into inventory as you would any other Vendor Direct Receivals using Givex Distributor Vendor Direct Receivals Manuals and Guides (search using Vendor Direct). Batch Activations Gift Card Batch Activation is activation instructions are available Store Information Guide available in Retail Forms Manuals and Guides (search Gift Card Information Guide). LCBO Holiday Gift Cards (2 versions) LCBO# Presenters (4 versions) LCBO# VINTAGES Gift Card (1 version) LCBO# Presenters (1 version) LCBO# Promotional Turn 10

22 Customer Takeaway Cocktail Recipes Customer Takeaway Cocktail Recipes HOLIDAY YOUR HOLIDAY ENTERTAINING HANDBOOK Wrapped up Holiday Cocktail Guide Re-order# Overview Holiday Cocktail Brochure. The brochure re should be Key Dates January ary 6, 2013 Participating Store All Stores Merchandising Instructions The brochures are to be merchandised on all End Aisles in the wire brochure holders. (Please see illustration) Please re-stock the brochures throughout the End Aisle brochure holder available from Central Supply Re-order# Marketing & Product Guide - Holiday 2 21

23 Promotional onal Sign Gallery All promotional sign components are available ailable for re-order using their corresponding re-order numbers. If a sign component is missing or damaged, call hellolcbo ( ) and quote its re-order number. Please have a copy of this Marketing & Product Guide on hand for reference. Thank you. Music Music CD re-order# DMS We would like to hear your comments about this period s music. Please you feedback to jayne.roos@lcbo.com

24 Promotional Signs - End Aisles Component End Aisle Backer Cards Dimensions: 30 w x 24 h Branded Backer Card with Pop-Up End Aisle Products Re-order Code IGTIGT IGTG T Rosemount Diamond Shiraz 10 Tommasi Le Rosse Pinot Grigio Igt, Yellow Tail Reserve Shiraz, Cocktails French Cross Dry White, Jackson-Triggs Merlot, Jackson Today's Wine Discovery Dan Aykroyd Cabernet Merlot VQA, Megalomaniac Homegrown Headquarters 16 Cocktails Taylor Fladgate Late Bottled Vintage Port, Masi Costasera Amarone Classico Doc, Errazuriz Max Reserva Cabernet once the Backer Card is installed in the frame. Please see illustration below. 24 Promotional Turn 10

25 Promotional Signs - End Aisles End Aisle NEW - Generic Products To use on Discretionary Ends Re-order Code Generic Cocktail Must-Haves Generic Generic For Whisky Lovers No-Fuss Cocktails Image Marketing & Product Guide - Holiday 2 25

26 Promotional Signs Alternating the Signs Re-order Code Power Aisle Banner Re-order Code Perimeter Banners Re-order er Code Perimeter Transparencies (Vertical) 26 Promotional Turn 10

27 Promotional Signs Store Entrance Component Where to install sign Re-order Code Images Hero Display NEW - Banner Stand Insert Dimensions: 20 w x 70 h Pricer Cards NEW Dimensions: 8 w x 7 h Thematic Banner Stand Insert Dimensions: 20 w x 70 h Backlit / Tasting Bar Dimensions: 22 w x 33 h LCBO# Size (ml) (1 Version of Each) Thematic Banner Stand (store entrance) Install in the frame on the Some stores will be holder Marketing & Product Guide - Holiday 2 27

28 Promotional Signs Exterior Signs Component Where to install sign Re-order Code / Images Exterior Banner Red Felt Bag With Ribbon Red And Green Criss-Crossed Box Bag Dimensions: 43 w x 87 h Exterior wall Show Card Bag Red And Green Criss- Box Dimensions: 28 w x 45 h Exterior Transparency Red Felt Bag With Ribbon Red And Green Criss-Crossed Box Dimensions: 28 w x 45 h Install in the windows on the hangers or in the frames. ALTERNATE WITH Holiday OTHER SIGN. Only for Stores 452, 528, 568 Vendor installed between Sunday November 11 and Wednesday November Promotional Turn 10

29 Promotional Signs Component Where to install sign Re-order Code Images Power Aisle Banner Dimensions: 45 w x 30 h Perimeter Banner Red Felt Bag With Ribbon Red And Green Criss-Crossed Box Dimensions: 30 w x 30 h Gift Pack Block Pile Kit Shelf Talkers Pricer Cards Over the central aisle On the hangers around the ALTERNATE WITH Holiday OTHER SIGN. Seasonal Block Piles (Front) (back) Marketing & Product Guide - Holiday 2 29

30 Promotional Signs Perimeter Transparencies Component Where to install sign Re-order Code Images Perimeter Transparency Square: Red Felt Bag With Ribbon Red, White, Green Red And Green Criss-Crossed Box Dimensions: 28.5 w x 28.5 h Perimeter Transparency Horizontal: Dimensions: 45.5 w x 28.5 h Perimeter Transparency Horizontal: Dimensions: 45.5 w x 28.5 h Perimeter Transparencyncy Vertical: Red Felt Bag With Ribbon Red And Green Criss-Crossed r ssed Box Red, White, Green Dimensions: 28 w x 58 h Vendor installed between Sunday November 11 and Wednesday November 14. Signs should alternate with AS EVERY OTHER SIGN. Holiday # # Red Bag with Bow # Knitted Dot # Red Bag with Bird # Knitted Dot # Promotional Turn 10

31 16159 Promotional Signs Component Where to install sign Re-order Code Images Promo Fixture Sign - Short (Mini Thematic Shari s Hot Picks) Dimensions: Promotional Fixture Promo Fixture Sign - Long (Mini Thematic Shari s Hot Picks) Dimensions: NEW Promo Fixture Shelf Talker (Bilingual) (Mini Thematic Shari s Hot Picks) Dimensions: 6 w x 3 h NEW Special Promotions Fixtures Drum Sign Dimensions: NEW Special Promotions Fixtures Poster Dimensions: 22 w x 39.5 h Promo Fixture and in-section in front of Fixture #2 Fixture # DMS new discoveries new! new! new! Marketing & Product Guide - Holiday 2 31

32 Promotional Signs Component Where to install sign Re-order Code Images NEW Ontario Wines Superstars Kit Backer Cards x 2 Shelf Talkers 6 w x 3 h Pricer Cards Dimensions: 14 W x 24 H (Backer Cards) NEW Popular Pick Kit Backer Card x 1 Shelf Talkers 6 w x 3 h Dimensions: 14 W x 24 H (Backer Card) NEW VINTAGES Superstar Kit Basket Insert x Shelf Talkers 6 w x 3 h VQA Cube Ontario Section Merchandise the the LCBO Ontario VQA wines section. shelf talker in front of the within the VINTAGES section. Shelf Talkers, Pricer Cards (Kit A) (Kit C) DMS (Kit B) name only. Basket Insert Shelf Talker 32 Promotional Turn 10

33 16032 Take-down: Jan 6, 2013 Price subject to change without notice. While supplies last. / Les prix peuvent changer sans préavis. Jusqu à épuisement ent des stocks Promotional Signs - golocal Fixture / FOOD & DRINK Component Where to install sign Re-order Code Images golocal FSI Fixture VQA golocal Category Signs x 2 VQA cube centre sign x 1 Shelf Talkers 6 w x 3 h In-Section Available Chilled Hot Button Ontario Wine Superstars Fridge Hot Button One end of the VQA Fixture HENRY OF PELHAM FAMILY TREE RED VQA Niagara-on-the-Lake (D - g/l) 750 ml You can t beat this delicious approachable blend when you want a quality red for casual occasions. Its rich fruit flavours and velvety texture are just right for holiday mingling. $18.95 with Vintages VINTAGES VINTAGES shelf talker OFF-DRY & FRUITY Signs should be used on shelf in the fridge. Highlight Ontario Wine the fridge. XXX VQA Cube Centre Sign Cave Spring Riesling VQA If you re roasting a turkey or ham this holiday season, pick up this extraordinary Riesling from one of Ontario s best-loved wineries. $ (M - 27 (g/l) 750 ml Robe rubis et saveurs de fruits noirs s accordant à merveille avec les viandes rôties et les côtelettes d agneau grillées. Bilingual shelf talker Í7MsWÎ DMS DMS Take-down: January 6, Take-down: January 6, 2013 OFF-DRY & FRUITY VQA golocal Category Cave Spring Riesling VQA If you re roasting a turkey or ham this holiday season, pick up this extraordinary Riesling from one of Ontario s best-loved wineries. $ (M - 27 g/l) 750 ml Price subject to change without notice. While supplies last. English Shelf Talker Í7MsWÎ Marketing & Product Guide - Holiday 2 33

34 Promotional Signs Component Where to install sign Re-order Code Images I Tried It and Loved It Staff Picks Shelf Talkers Merchandising Instructions In-section 2. Write your name clearly and neatly on the I Tried It and Loved It Staff Picks shelf talker. NEW Shopping Cart Sign Dimensions: 10 w x 7.75 h Sparkling Wine Block Pile Kit Install on the outside frame of NEW (Sold to the Trade) Stores to remove e by December 20th or when stock has been depleted. The signage kit contains: Generic Pricer Cards DMS EXAMPLE DMS DMS Pricer Card Pole Topper Sign Generic Blank Pricer Card 34 Promotional Turn 10

35 Gift Packaging Signs Description Where to install sign Re-order Code Images Gift Card Merchandiser Inserts (Header sign and Footer sign) Cash Desk Acrylic Gift Card Presenter GFT115 English over French GFT105 Gift Wrap Sign (Bilingual) Dimensions: 8.5 w x 11 h Promo Fixture Sign Holiday Gifts Dimensions: Holiday Gift Centre and Convertible Gondola Sign Holiday Gifts Fabric Bag Shelf Talkers Dimensions: 6 w x 3 h Featured Gift Vessel Shelf Talkers Dimensions: 6 w x 3 h Gift Card Shelf Talkers Dimensions: 6 w x 3 h Customer Service desk Metal Sign Holder Re-order# NICS105 Promotional Fixture English over French Gift Centree Convertible Gondola Promotional Fixture Promotional Fixture Throughout the store English over French DMS DMS DMS Marketing & Product Guide - Holiday 2 35

36 Gift Packaging Signs Component Where to install sign Re-order Code Images 95 Bag Hot Buttons LCBO 95 - $1.95 Bag Hot Buttons Vintages Vintages Fabric Bag Shelf Talkers Dimensions: 6 w x 3 h bag merchandiser GFT114 English over French DMS DMS Gift Tags DMS Cash Register Scan Card For each cash register DMS Holiday Fabric Bag Merchandiser - Large CLIP NIHK102 Promotional Fixture Holiday Fabric Bag Merchandiser - Small Promotional Fixture Promotional Turn 10

37 Holiday Merchandisers Description Where to install Re-order Code Images Metal Gift Packaging Merchandiser Insert LCBO Dimensions: w x h w x 6.5 h Metal Gift Packaging Merchandiser Insert VINTAGES Dimensions: w x h w x 6.5 h Metal Gift Packaging Merchandiser Merchandised with LCBO folding gift boxes Metal Gift Packaging Merchandiser Merchandised with VINTAGES folding gift boxes Red Banner Insert (English over French) (English over French) Marketing & Product Guide - Holiday 2 37

38 Promotional Signs - On Shelf NEW Signs Location On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf On Shelf Signs Message SAVE Shelf Talkers (Limited Time Offer Program) AIRMILES Shelf Talkers (Bonus Air Miles Program) NEW Shelf Talkers (New Product Program) More Miles Shelf Talkers (BBAM Program) (IMAGE Program) SAVE Shelf Talkers (Limited Time Offer Program) AIR MILES Shelf Talkers (Bonus Air Miles Program) New Shelf Talkers (New Product Program) Component Specifications Re-order # Images 6 w x 3 h 6 w x 3 h 6 w x 3 h 6 w x 3 h 6 w x 3 h 6 w x 3 h 6 w x 3 h 6 w x 3 h B DMS DMS DMS DMS DMS DMS DMS DMS On Shelf (IMAGE Program) 6 w x 3 h DMS Promotional Turn 10

39 (XD - 7 g/l) 1000 ml ÍbyVÇÎ Price subject to change without notice. While supplies last. TM Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and the LCBO. reward miles valid until December 1, 2012 Promotional Signs - On Shelf NEW Signs Location On shelf On shelf On shelf On shelf Cut Cases On shelf On shelf On End Aisles Signs Message (Regular Program - 65 versions) (Community Program - 10 versions) (Discovery Program - 9 versions) Blank Shelf Talkers Blank Pricer Cards insert - 1 version Component Specifications Re-order Images 12 x x x 2.5 Shelf Talkers Blank - 6 x 3 Pricer Cards Blank - 8 x 7 Blank - 12 x 2.5 DMS DMS DMS DMS DMS DMS DMS (56 versions) Shelf Talkers - 6 x 5 DMS Banrock Station Unwooded Chardonnay $ BONUS AIR MILES G1-Green Take Down: December 2, 2012 Marketing & Product Guide - Holiday 2 39

40 Seasonal & New Product Fixture Program Participating stores During PT9 and PT10 the New and Seasonal 1, 5, 7, 10, 15, 17, 18, 19, 21, 22, 23, 25, 27, 31, 34, 35, 36, 38, 40, 44, 50, 57, 62, 64, 65, 70, 82, 83, 95, 97, 102, 106, 115, 125, 130, 132, 145, 148, 149, 153, 154, 156, 164, 168, 171, 1, 185, 187, 191, 195, 198, 200, 207, 209, 211, 212, 217, 226, 228, 237, 243, 244, 248, 252, 253, 260, 263, 265, 269, 278, 288, 295, 298, 300, 325, 326, 329, 334, 340, 341, 343, 344, 346, 353, 355, 359, 360, 361, 367, 371, 373, 378, 381, 383, 384, 385, 386, 387, 388, 390, 392, 393, 394, 397, 398, 404, 407, 408, 412, 416, 417, 425, 427, 428, 431, 432, 437, 438, 443, 445, 452, 456, 457, 459, 465, 470, 483, 490, 491, 494, 495, 497, 499, 501, 505, 511, 522, 523, 528, 534, 536, 540, 542, 544, 545, 546, 549, 553, 555, 556, 559, 566, 568, 569, 573, 575, 579, 584, 593, 601, 605, 614, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 677, 694, 698, 700, 702, 703, 771, 776

41 Seasonal & New Product Fixture Program Overview Signage One Holiday Gifts Category Sign (English over Bilingual) Merchandising Instructions Pl Ordering Category Sign - English Category Sign - Bilingual Additional Signage kits are available for Re-order (# ) 42 Promotional Turn 10

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

43 15637 Take Down: January 6, WHITE SPIRITS Smirnoff Vodka Famously smooth, clear taste has made this the go-to vodka for refreshing holiday cocktails. $ ml Price subject to change without notice. While supplies last. Price subject to change without notice. While supplies last. Front End Merchandiser Overview incremental sales, create consistency across the stores and encourage stores each Period. 375mL Spirits Feature IMPORTANT: Suppliers have paid for the specific shelf positioning as per the diagram below. Stores must set up the 375mL feature EXACTLY as shown. Pre-Printed ed Shelf Talker Re-Ordering DMS LCBO# Brand Size (ml) 240 Smirnoff Vodka Crown Royal Grand Marnier Tanqueray Dry Gin Baileys Irish Cream Jack Daniel's Tennessee Whiskey Take Down: January 6, WHITE SPIRITS Smirnoff Vodka Merry Must Haves Merry Must Haves Smirnoff Vodka Famously smooth, clear taste has made this the go-to vodka for refreshing holiday cocktails. $ ml Shelf Talker Bacardi Superior (P.E.T) Captain Morgan Spiced Rum Baileys Irish Cream Crown Royal Appleton Estate V/X Jack Daniel s Tennessee Whiskey Grand Marnier Kahlua Peppermint Tanqueray Mocha Coffee Dry Gin Flavoured Liquor 44 Promotional Turn 10

44 Front End Merchandiser Reminder Stores participating in the Front End Merchandiser Program must also set up the core 200mL Spirits Program. T cannot be delisted. THIS CHANGES STARTING PT9 200 ml & 375 ml PPG (See facing page) PPG (See facing page) (Se PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) PPG (See facing page) Staff Picks Basket Staff Picks Basket Marketing & Product Guide - Holiday 2 45

45 Front End Merchandiser Beer and Chasers Smirnoff Vodka (P.E.T.) Wiser's De Luxe Whisky Bacardi Superior Rum Alberta Premium Grand Marnier Liqueur Big Brands Fireball Whisky Baileys Irish Cream Liqueur Iceberg Vodka Crown Royal Whisky Canadian Club Premium Whisky Smirnoff Vodka (P.E.T.) Polar Ice Vodka Wiser's De Luxe Whisky Walker's Special Old Whisky Fireball Whisky Iceberg Vodka Baileys Irish Cream Liqueur Canadian Club Premium Whisky Mainstream Spirits Smirnoff Vodka (P.E.T.) Iceberg Vodka Baileys Irish Cream Liqueur Canadian Club Premium Whisky Bacardi Superior Rum Premium Destination Smirnoff Vodka (P.E.T.) Absolut Vodka St. Remy Brandy Canadian Club Premium Whisky Polar Ice Vodka Fireball Whisky Wiser's De Luxe Whisky Walker s Special Old Crown Royal Whisky Iceberg Vodka Polar Ice Vodka Baileys Irish Cream Liqueur Grand Marnier Liqueur Bacardi Superior Rum St. Remy Brandy Bacardi Superior Rum Grant's Family Reserve Scotch Whiskey 46 Promotional Turn 10

46 Front End Merchandiser Cool Convenience Smirnoff Vodka (P.E.T.) Baileys Irish Cream Liqueur Wiser's De Luxe Whisky Bacardi Superior Rum Kalhua Coffee Flavoured Liqueur Global Roots Smirnoff Vodka (P.E.T.) St Remy Brandy Canadian Club Premium Whisky Bacardi Superior Rum Fireball Whisky Iceberg Vodka Polar Ice Vodka Grand Marnier Liqueur Crown Royal Whisky Iceberg Vodka Absolut Vodka Grant's Family Reserve Scotch Whiskey Polar Ice Vodka Upspend Mainstream Smirnoff Vodka (P.E.T.) Baileys Irish Cream Liqueur Polar Ice Vodka Absolut Vodka Fireball Whisky Iceberg Vodka Canadian Club Premium Whisky Bacardi Superior Rum St. Remy Brandy Grand Marnier Liqueur Appleton Estate V/X Rum Wiser's De Luxe Whisky Marketing & Product Guide - Holiday 2 47

47 Wine Fridge Participating Stores Group A Stores 1, 5, 6, 10, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 28, 242, 243, 248, 253, 265, 269, 288, 295, 311, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 388, 390, 393, 394, 398, 407, 412, 417, 428, 431, 432, 434, 437, 438, 443, 43, 444, 445, 452, 453, 457, 470, 481, 486, 494, 495, 497, 499, 9, 505, 511, 528, 532, 534, 536, 542, 544, 545, 555, 556, 56, 566, 568, 572, 573, 580, 590, 619, 623, 624, 627, 630, 631, 632, 641, 702, 703, 771, 776 Group B Stores 14, 22, 23, 24, 26, 27, 34, 35, 44, 45, 50, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 77, 79, 80, 82, 86, 93, 95, 97, 101, 102, 106, 115, 125, 132, 144, 145, 153, 154, 155, 168, 175, 179, 183, 187, 188, 190, 191, 192, 200, 201, 202, 209, 210, 211, 216, 218, 233, 234, 237, 244, 249, 252, 255, 263, 268, 287, 300, 310, 312, 321, 325, 333, 340, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 383, 386, 387, 392, 397, 400, 401, 402, 403, 404, 406, 415, 416, 427, 436, 456, 458, 459, 465, 484, 485, 490, 491, 501, 518, 521, 522, 533, 540, 546, 549, 553, 559, 564, 569, 571, 575, 579, 584, 586, 587, 593, 599, 601, 602, 614, 616, 617, 629, 634, 635, 638, 642, 643, 644, 694, 698, 700 Group C Stores 2, 3, 4, 7, 8, 9, 11, 12, 13, 16, 17, 32, 37, 39, 47, 48, 49, 73, 74, 84, 85, 90, 99, 130, 139, 165, 167, 186, 199, 221, 223, 227, 229, 250, 278, 279, 298, 324, 345, 366, 389, 408, 411, 420, 426, 454, 461, 467, 469, 483, 516, 523, 537, 538, 539, 547, 551, 552, 563, 589, 598, 605, 609, 618, 639, 677

48 Wine Fridge Overview The Wine Fridge Sold Space program was initiated in PT2, 2012 to support the business plan for Wines and grow wine sales. Space in wine fridges in A & B stores is allotted to participating SKUs. This provides customers with a consistent assortment of white, rose and sparkling wines in the fridges and ensures that paid products get premium shelf positioning. ng. P selection will change 3 times in the year, the Holiday turn Available Chilled signage on shelf in front of the featured brands. New S VINTAGES VINTAGES VINTAGES release VQA rosé. For product and Planoguide questions please call: Ann Patel Product Manager New World Wines Astrid Brummer Product Manager Ontario Wines Bobby Panchu Product Manager European Wines Promotional Turn 10

49 Wine Fridge Turn 2 - (continues to the end of PT10, 2012) Group A: There are 22 paid spots for this group of stores 1, 5, 6, 10, 15, 18, 19, 20, 21, 25, 31, 36, 38, 40, 83, 140, 143, 148, 149, 156, 163, 164, 171, 182, 185, 195, 198, 207, 212, 214, 217, 226, 228, 242, 243, 248, 253, 265, 269, 288, 295, 311, 1, 326, 329, 334, 346, 355, 360, 362, 371, 384, 385, 388, 390, 393, 394, 398, 407, 412, 417, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 470, 481, 486, 494, 495, 497, 499, 505, 511, 528, 532, 534, 536, 542, 544, 545, 555, 556, 566, 568, 572, 573, 580, 590, 619, 623, 624, 627, 630, 631, 632, 641, 702, 703, 771, 776 Group A LCBO# Description Varietal Size (ml) Bottega Vino Dei Poeti Prosecco Doc Prosecco 750 Var Hungaria Grande Cuvee Brut Yellow Tail Bubbles Konzelmann 4 Generations Fresco Secco VQA Konzelmann Rose Methode Cuvee Close VQA Laroche Chablis St Martin Chardonnay Chardonnay McWilliam's iam's Hanwood Estate Chardonnay Chardonnay (V)Chardonnay Marlborough (Oyster Bay) Chardonnay Mirassou Pinot Grigio Fielding Estate Pinot Gris VQA Nederburg Sauvignon Blanc Sauvignon Blanc Villa Maria Private Bin Sauvignon Blanc Sauvignon Blanc Errazuriz Max Reserva Sauvignon Blanc Sauvignon Blanc Trius Sauvignon Blanc VQA Sauvignon Blanc Clean Slate Riesling Qualitatswein Mosel Riesling Riesling Thirty Bench (Andrew Peller) Riesling Alianca Vinho Verde White Blend Masi Masianco Pinot Grigio & Verduzzo Igt White Blend Bottega Petalo Il Vino Dell' Amore Moscato Moscato 750 Marketing & Product Guide - Holiday 2 51

50 Wine Fridge Turn 2 - (continues to the end of PT10, 2012) Group B: There are 22 paid spots for this group of stores 14, 22, 23, 24, 26, 27, 34, 35, 44, 45, 50, 55, 57, 58, 59, 60, 61, 62, 63, 64, 65, 68, 70, 72, 77, 79, 80, 82, 86, 93, 95, 97, 101, 102, 106, 115, 125, 132, 144, 145, 153, 154, 155, 168, 175, 179, 183, 187, 188, 190, 191, 192, 200, 201, 202, 209, 210, 211, 216, 218, 233, 234, 237, 244, 249, 252, 255, 263, 268, 287, 300, 310, 312, 321, 325, 333, 340, 343, 344, 351, 353, 358, 359, 361, 367, 368, 373, 378, 381, 382, 383, 386, 387, 392, 397, 400, 401, 402, 403, 404, 406, 415, 416, 427, 436, 456, 458, 459, 465, 484, 485, 490, 491, 501, 518, 521, 522, 533, 540, 546, 549, 553, 559, 564, 569, 571, 575, 579, 584, 586, 587, 593, 599, 601, 602, 614, 616, 617, 629, 634, 635, 638, 642, 643, 644, 694, 698, 700 Group B LCBO# Description Varietalal Size (ml) Mionetto Prosecco D.O.C. Treviso Prosecco Prosecco Di Valdobbiadene Brut (S. Margherita) Prosecco Latour Chardonnay Chardonnay J.P. Chenet Chardonnay Chardonnay Wyndham Estate Bin 222 Chardonnay Chardonnay Terra Andina Chardonnay nay Chardonnay Jacob's Creek Reserve e Chardonnay Adelaide Hills Chardonnay Jacob's Creek Chardonnay Chardonnay Penfolds Koonunga onunga Hill Chardonnay Chardonnay Yellow Tail Chardonnay Chardonnay Montevina Pinot Grigio French Cross Pinot Grigio Cask Robert Mondavi Woodbridge Sauvignon Blanc Sauvignon Blanc Frontera Sauvignon Blanc Central Valley Sauvignon Blanc Two Oceans Sauvignon Blanc Sauvignon Blanc Mouton Cadet Reserve Blanc White Blend Crush White VQA White Blend French Cross Dry White White Blend Cavit Collection Moscato Pavia Igt Moscato Girls Night Out Chardonnay Merlot Rose VQA Rose Promotional Turn 10

51 Wine Fridge Turn 2 - (continues to the end of PT10, 2012) Group C: There are 6 paid spots for this group of stores 2, 3, 4, 7, 8, 9, 11, 12, 13, 16, 17, 32, 37, 39, 47, 48, 49, 73, 74, 84, 85, 90, 99, 130, 139, 165, 167, 186, 199, 221, 223, 227, 229, 250, 278, 279, 298, 324, 345, 366, 389, 408, 411, 420, 426, 454, 461, 467, 469, 483, 516, 523, 537, 538, 539, 547, 551, 552, 563, 589, 598, 605, 609, 618, 639, 677 Group C LCBO# Description Varietal Size (ml) Chateau De Montgueret Cremant De Loire Brut Kir Royal Bees Buzz & Bubbles Yellow Tail Reserve Chardonnay Chardonnay Montalto Pinot Grigio Igt Sicily Obikwa Sauvignon Blanc Sauvignon Blanc 750 Merchandising a minimum of 1 case with 3 facings. Champagne Sparkling Wines Ontario Wines Ontario Wines Superstars (White or Rosé) VINTAGES V Superstar (White or Rosé) VINTAGES Release Ontario VQA Rosé Wines Rosé Wines Premium White Wines Marketing & Product Guide - Holiday 2 53

52 Wine Fridge F In-section Available Chilled Hot Button T regular shelf location. Wine Fridge Hot Buttons T the wine fridge. Re-Ordering Hot Buttons Bilingual DMS Bilingual DMS W Great with Seafood. 54 Promotional Turn 10

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

54 Mini Thematic Promotional Fixture Overview be to highlight an assortment of our Mogk-Edwards. Key Dates S Merchandising Instructions Promotional Fixture Insert Shari s Picks category sign Bilingual shelf talkers in front of the LCBO Description Size (ml) Gilead Pine Flavoured Vodka Hine Rare VSOP Raymond Classic Cabernet Sauvignon Grant Burge Summers Chardonnay Masi Costasera a Amarone Classico Doc 750 Component Where to install sign Re-order Code Images Promo Fixture Sign - Short (Mini Thematic Shari s Hot Picks) Dimensions: Promotional Fixture Promo Fixture Sign - Long (Mini Thematic Shari s Hot Picks) Dimensions: Promo Fixture Shelf Talker Bilingual (Mini Thematic Shari s Hot Picks) Dimensions: 6 w x 3 h Promo Fixture and in-section in front of DMS Promotional Turn 10

55 Special Promotions ons Fixtures Re-order #BAM001 (Bilingual) Participating Stores Re-order # new! new! new! Re-order # Re-order #BAM002 (Bilingual) new discoveries 10, 17, 21, 22, 23, 31, 34, 35, 38, 44, 57, 65, 102, 106, 115, 132, 145, 148, 149, 168, 171, 185, 187, 191, 195, 198,200, 212, 226, 243, 252, 253, 288, 298, 300, 325, 326, 329, 334, 344, 346, 351, 355, 359, 360, 361, 367, 378, 381, 383, 390, 392, 393, 394, 397, 398, 407, 412, 416, 427, 437, 438, 443, 445, 452, 457, 459, 470, 491, 497, 511, 522, 523, 528, 536, 542, 544, 545, 546, 551, 555, 566, 569, 575, 579, 580, 584, 587, 590, 601, 605, 609, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 641, 643, 694, 698, 700, 702, 703

56 16159 Special Promotions Fixtures Previously Mixed Drink Fixture Fixture #1 - Bonus AIR MILES Reward Miles Select any products with a Bonus AIR MILES Reward Miles offer (selection is at the Store Manager s discretion). Install the regular Bin Tags in the Bin Tag channel and AIR MILES Shelf Talkers on the fixture to communicate the offers. Components Re-order # Posters - 22 x 39.5 (English over Bilingual) BAM001 Components BAM002 BAM003 Description Component Re-order # new discoveries Key Dates Install: December er 3, 2012 Takedown: January ary 6, 2013 Installationation new! new! new! new discoveries Promotional Turn 10

57 Exterior Springer Sign Giving Back in our Community munity Exterior Springer Sign

58 Exterior Springer Sign Key Dates NOTE: The parking lot sign is to be taken down a week after all other signage. All Stores. Re-order# Merchandising ng Instructions Exterior Springer Sign Install the Giving Back in our Community sign. NOTE: Please ensure the sign placement does not pose a potential health and safety risk. 60 Promotional Turn 10

59 Shopping Cart Signs Frame Signs are installed by the start of the the following designated stores. Participating Stores 1, 10, 15, 17, 21, 22, 23, 24, 26, 31, 34, 35, 36, 38, 39, 44, 45, 48, 57, 58, 59, 61, 62, 64, 65, 70, 71, 74, 77, 79, 82, 83, 84, 93, 95, 101, 102, 106, 115, 125, 130, 132, 140, 144, 145, 148, 154, 156, 163, 164, 166, 167, 168, 171, 185, 187, 190, 191, 195, 198, 210, 211, 212, 214, 216, 217, 218, 226, 229, 233, 234, 237, 243, 244, 252, 253, 260, 265, 270, 287, 288, 300, 311, 312, 325, 326, 329, 340, 344, 345, 346, 351, 353, 355, 359, 360, 361, 365, 367, 373, 378, 381, 382, 383, 385, 386, 387, 388, 389, 390, 392, 393, 394, 397, 398, 399, 407, 412, 417, 432, 437, 438, 443, 444, 445, 446, 452, 454, 456, 459, 465, 467, 481, 486, 491, 495, 497, 499, 502, 507, 511, 518, 521, 522, 523, 536, 540, 542, 544, 546, 549, 551, 555, 556, 559, 566, 569, 572, 573, 575, 579, 580, 587, 590, 593, 601, 605, 609, 617, 619, 623, 624, 627, 629, 630, 631, 632, 634, 635, 641, 643, 644, 694, 698, 702, 703, 771, 776

60 Shopping Cart Signs Overview The Thematic Sign (Sold to the Trade) Install the Thematic sign inside the frame of the Shopping Carts. Smirnoff Vodka Re-order DMS Holiday Deflate the Elephant (Social Responsibility) Continue to use PT9 Holiday Deflate the Elephant. Install sign in the frame on the outside of the Shopping Carts. Re-order DMS Merchandising Instructions Thematic Sign Social Responsibility Sign Remove the PT9 Mill Street Cobblestone Stout signs and recycle. Install the new PT10 Smirnoff Vodka sign on the inside of the frames of the cart. Keep the PT9 Holiday Deflate the Elephant sign on the outside the frames of the cart. 62 Promotional Turn 10

61 golocal Ontario Wines VQA FSI Fixture Ontario Superstars Ontario Popular Pick golocal Particip Participating Stores 1, 2, 3, 5, 6, 7, 10, 13, 14, 15, 16, 19, 20, 21, 22, 23, 25, 26, 27, 31, 32, 34, 35, 36, 37, 38, 39, 40, 43, 44, 45, 47, 50, 53, 57, 58, 59, 60, 61, 62, 63, 64, 68, 70, 72, 73, 74, 77, 82, 83, 84, 86, 90, 93, 95, 97, 102, 106, 110, 115, 125, 130, 132, 140, 143, 144, 145, 148, 149, 153, 154, 155, 156, 163, 164, 167, 168, 171, 175, 179, 182, 183, 185, 187, 188, 191, 194, 195, 196, 198, 199, 200, 201, 202, 207, 209, 210, 211, 212, 214, 216, 217, 218, 226, 228, 233, 234, 237, 238, 242, 243, 244, 246, 248, 249, 250, 252, 253, 255, 260, 263, 265, 266, 268, 269, 278, 287, 288, 295, 297, 298, 300, 310, 311, 312, 313, 320, 321, 324, 325, 326, 329, 334, 340, 343, 344, 345, 346, 351, 353, 355, 358, 359, 360, 361, 366, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 390, 392, 393, 394, 397, 398, 400, 401, 402, 404, 406, 407, 408, 412, 416, 420, 425, 427, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 456, 457, 459, 461, 465, 467, 469, 470, 481, 490, 491, 494, 495, 497, 499, 501, 505, 509, 511, 518, 521, 522, 523, 528, 532, 533, 534, 536, 539, 540, 542, 544, 545, 546, 549, 551, 552, 553, 555, 556, 559, 563, 564, 566, 568, 569, 573, 575, 579, 580, 581, 584, 586, 587, 589, 590, 593, 601, 602, 605, 609, 614, 616, 617, 618, 619, 621, 623, 624, 627, 629, 630, 631, 632, 634, 635, 636, 637, 638, 639, 641, 642, 643, 644, 677, 694, 698, 700, 702, 703, 771, 776

62 Price subject to change without notice. While supplies last. / Les prix peuvent changer sans préavis. Jusqu à épuisement des stocks. Price subject to change without notice. While supplies last golocal FSI Fixture Program Overview duration of PT10. LCBO# Description Size (ml) Jackson-Triggs Méthode Cuvée VQA Crush Red VQA Key Dates VQA Cube ece Centre Sign OFF-DRY & FRUITY XXX Cave Spring Riesling VQA If you re roasting a turkey or ham this holiday season, pick up this extraordinary Riesling from one of Ontario s best-loved wineries. $13.95 OFF-DRY & FRUITY (M - 27 (g/l) 750 ml VQA golocal Category Robe rubis et saveurs de fruits noirs s accordant à merveille avec les viandes rôties et les côtelettes d agneau grillées. English Shelf Talker Í7MsWÎ Take-down: January 6, 2013 with Vintages HENRY OF PELHAM FAMILY TREE RED VQA Niagara-on-the-Lake (D - g/l) 750 ml You can t beat this delicious approachable blend when you want a quality red for casual occasions. Its rich fruit flavours and velvety texture are just right for holiday mingling. $ Install the golocal Centre sign on the 3. Install the golocal Category Signs in the side bands on either side of the Centre e Sign. regular shelf location. Re-ordering golocal Sign Kit - Re-order# VQA golocal Category Signs x 2 per kit VQA cube centre sign x 1 per kit Shelf Talkers 6 W x 3 H Bundles of 4 x 2 per kit VINTAGES LCBO # Henry of Pelham Family Tree Red 750 ml Install the VINTAGES shelf talkers in front of the product in its place on the shelf. VINTAGES Shelf Talkers 2 7/8 w x 5 h Re-order# Take-down: January 6, 2013 Cave Spring Riesling VQA If you re roasting a turkey or ham this holiday season, pick up this extraordinary Riesling from one of Ontario s best-loved wineries. $ (M - 27 g/l) 750 ml Í7MsWÎ Bilingual Shelf Talker Take-down: Jan 6, 2013 VINTAGES VINTAGES shelf talker 64 Promotional Turn 10

63 Ontario Superstars NEW Key Dates Henry Of Pelham Cuvee Catharine Brut Rosé VQA $29.95 Pink and crisp with a clean Stoney Ridge Warren Classic Pinot Noir VQA $13.95 Component Where to install sign Re-order Code Images Superstars Kit (Kit A) VQA Cube Kit A OWS shelf talker & OWS Pricer Card. Kit B Kit C (Kit B) Dimensions: Shelf Talkers. cut case backer 14 w x 24 h (Kit C) DMS OWS Shelf Talkers only. NOTE: Backer Cards have a QR code and URL to drive customers to lcbo.com/superstars to retrieve the recipes. Marketing & Product Guide - Holiday 2 65

64 Ontario Superstars & Popular Pick Available Chilled hot buttons should be installed in-section in the fridge. LCBO# Henry Of Pelham Cuvee Catharine Brut Rosé VQA NEW Jackson Triggs Merlot Component Where to install sign Re-order Code Popular Pick Kit Kit B (Kit B) Pick Backer Card Available Chilled In-Section Hot Button Re- Order # DMS Ontario Wine Superstars Fridge Hot Button Re-Order # DMS Dimensions: 14 w x 24 h (Backer Cards) 66 Promotional Turn 10

65 VINTAGES SUPERSTAR STAR Program Participating Stores Kit 1 (Shelf Talkers only) 3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 36, 37, 44, 55, 60, 61, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 93,97, 99, 102, 124, 130, 144, 145, 154, 163, 168, 182, 188, 191, 197, 199, 200, 201, 202, 207, 214, 218, 223, 233, 237, 244, 248, 249, 260, 263, 265, 268, 269, 278, 296, 311, 324, 340, 351, 353, 354, 372, 373, 381, 384, 386, 392, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 485, 497, 499, 501, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 601, 602, 637, 677 Kit 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 38, 40, 57, 58, 95, 106, , 143, 148, 149, 156, 164, 171, 179, 185, 187, 195, 198, 209, 210, 212, 217, 226, 243, 252, 253, 255, 287, 288, 298, 300, 325, 326, 329, 333, 334, 344, 346, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394, 397, 398, 407, 411, 412, 416, 417, 437, 438, 445, 457, 459, 465, 470, 481, 486, 490, 491, 494, 495, 505, 511, 512, 522, 523, 532, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 624, 629, 630, 631, 632, 634, 635, 641, 698, 700, 702, 703, 771, 776

66 VINTAGES SUPERSTAR Program Overview The VINTAGES wines and one VINTAGES Essential. This HENRY OF PELHAM RESERVE ICEWINE (S) 375 ml Key Dates Install: December 9, 2012 Takedown: January 5, 2013 via store mailbag. Basket Insert Shelf Talker Merchandising Instructions Basket Sign Insert LCBO Ontario VQA wines section. Insert the basket sign insert into the Large Metal Sign Holder basket in the LCBO Ontario VQA wines section next to the VQA Take down once stock is sold out, or by January 5, Pre-printed Shelf Talker VINTAGES section, using a Miracle Stick VINTAGES Take down once stock is sold out, or by January 5, Available Chilled Hot Button Signs should be used on shelf to indicate that are also available in Shelf Talkers should be to highlight the there. Available Chilled In-Section Hot Button Re- Order # DMS Promotional Turn 10

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

68 VINTAGES BAM & LTO Signage Overview The VINTAGES BAM & LTO signage will arrive in the hellolcbo to request a kit. If a Shelf Talker LTO Shelf Talkers BAM Shelf Talkers LCBO# Description Original Price Price Promotion Lillet Blanc Miguel Torres Santa Digna Reserve Cabernet Sauvignon (V) Mission Hill Reserve Cabernet Sauvignon (V) Mission Hill Reserve Chardonnay nay (V) Beringer Cabernet Sauvignon (V) LTO Coyote's Run Black Paw Vineyard Chardonnay LTO Flat Rock Cellars Chardonnay LTO Inniskillin Vidal Icewine (V) LTO Kilikanoon Killerman's lerman's Run Shiraz (V) LTO Kim Crawford Sauvignon Blanc (V) LTO LTO Luigi Bosca Malbec (V) LTO Magnotta Vidal Icewine (V) LTO Oyster Bay Chardonnay (V) LTO Peller Estates Private Reserve Vidal Icewine (V) LTO Penfolds Thomas Hyland Shiraz (V) LTO Rodrigues Blueberry Wine K LTO Ruca Malen Reserva Petit Verdot LTO LTO Trius Red (V) LTO 70 Promotional Turn 10

69 Beer er Program Ontario Craft Beer End Aisle Brewery Spotlight: Nøgne Ø Craft Beer Program Ontario Craft Beer (Quarterly Program)

70 Ontario Craft Beer End Aisle Formerly Ontario Craft Beer Fixture, now merchandised on shelf Key Dates Install Date: December 3, 2012 Take Down: January 6, 2013 Components Pre-Printed Shelf Talkers (ENG) DMS Pre-Printed Shelf Talkers (FRE) DMS End Aisle Backer Card (same) OCBEA01 Participating Products LCBO# Brand Size (ml) Brewery Distributor Code Devil s Pale Ale 473 Great Lakes Steam Whistle Pilsner 341 Steam Whistle Boneshaker 6 x 341 Amsterdam 3842 Participating Stores OCB End Aisle Backer Card Re-order # OCBEA01 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 25, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 528, 549, 556, 579, 619, 623, 624, 630, 702 Re-order # 72 Promotional Turn 10

71 Brewery Spotlight: Nøgne Ø Overview The Brewery Spotlight is a year-round program that features unique and premium products from craft breweries around the world. This program turns four times a year and each turn we focus on one specific brewery. Key Date Start Date: December 3, 2012 Take Down: March 3, 2013 Components Pre-Printed Shelf Talkers (English) DMS OCB013 Pre-Printed Shelf Talkers (French) DMS OCB014 NOTE: To accommodate price changes, the Brewery Spotlight Shelf Talkers will now be printed price/no-price. rice. FLS designated stores should display both French and English versions of the product shelf talkers. Participating ting Products Brewery LCBO# Description Size (ml) Nøgne Ø Participating Stores Nøgne Ø Porter Nøgne Ø # , 5, 10, 15, 17, 18, 31, 38, 40, 115, 164, 187, 212, 217, 243, 334, 393, 417, 445, 486, 457, 495, 499, 511, 568, 623, 624, 630 Marketing & Product Guide - Holiday 2 73

72 Craft Beer Program Key Dates Start Date: December 3, 2012 Take Down: March 3, 2013 Pre-Printed Shelf Talkers (ENG) Pre-Printed Shelf Talkers (FRE) NOTE: To accommodate price changes, the Craft Beer Shelf Talkers will now be printed price/no-price. FLS designated stores need to display both French and English versions of the product Shelf Talkers. Item# Product Name Size (ml) Box Steam Dark & Handsome Rogue Yellow Snow 6 x Erdinger Pikantus Nostradamus Strong Belgian Ale Gulden Draak Samichlaus He'brew Jewbelation Renaissance Element Porter Brooklyn Black Chocolate Stout 355 1, 4, 5, 6, 9, 10, 14, 15, 17, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 95, 101, 115, 143, 148, 149, 156, 164, 171, 179, 187, 198, 207, 212, 217, 218, 226, 243, 252, 253, 255, 288, 295, 300, 325, 329, 334, 355, 359, 360, 361, 367, 371, 373, 385, 389, 393, 412, 416, 417, 425, 432, 437, 438, 443, 445, 452, 457, 481, 483, 486, 494, 495, 499, 501, 505, 511, 522, 528, 532, 534, 542, 546, 549, 556, 568, 573, 575, 579, 586, 590, 602, 616, 614, 619, 623, 624, 630, 677, 771, Promotional Turn 10

73 Ontario Craft Beer (Quarterly Program) Formerly known as the Ontario Craft Beer Fixture Key Dates Start Date: December 3, 2012 Take Down: March 3, 2013 Pre-Printed Shelf Talkers (ENG) Pre-Printed Shelf Talkers (FRE) DMS - OCB009 Mandatory Participation 5, 6, 15, 18, 19, 35, 38, 40, 115, 143, 149, 187, 212, 217, 243, 295, 334, 355, 393, 417, 452, 495, 528, 568, 624 Optional Participation 1, 2, 3, 4, 9, 11, 14, 20, 21, 25, 31, 36, 37, 60, 95, 106, 130, 156, 163, 171, 185, 200, 209, 214, 288, 298, 300, 329, 346, 346, 360, 367, 371, 373, 378, 385, 407, 411, 420, 432, 437, 438, 457, 485, 499, 522, 532, 544, 545, 549, 553, 572, 573, 575, 579, 629, 630, 700, 702, 771, 776 NOTE: FLS designated stores need to display both French and English versions of the product shelf talkers. LCBO# Brand Size (ml) Brewery Distributor Code Wolfgangs German Style Lager 6 x 341 Wolfgang s TBS Mill Street Coffee Porter 6 x 341 Mill Street Black Creek Stout 500 Black Creek Great Lakes Crazy Canuck Pale Ale 473 Great Lakes 1929 Marketing & Product Guide - Holiday 2 75

74 The Holiday 2012 issue of FOOD & DRINK was distributed in stores Wednesday, November 7, Features Christmas-dinner dishes undergo a delectable shift with the flavourful spices of India. Warmly flavoured cocktails welcome your guests and shake off the evening chill. Toronto s renowned Group of Seven chefs join forces, creating standout tapas dishes for festive entertaining. Go big and go south for the holiday party twist pairing standout tacos with specially matched Margaritas. No need for takeout or frozen these tasty family suppers are a snap to rustle up during the hectic holidays. Favourite festive ingredients each yield two mouth-watering recipes one decadent, one on the lighter side.

75 Food & Drink Merchandising This Store # and contact name English or French edition We will distribute the magazines equitably among all stores who request overs 10 days after original stores may not receive the quantity requested. Watch for the Winter 2013 issue of FOOD & DRINK, which will be in stores on Wednesday, January 16, HOLIDAY Promotional Turn 10

76 Participating Stores Column Heading Store # Banner Inserts Pod Program Sold End Aisles End Aisle Backer Cards Regular Extenders Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Cards Power Aisle Banners Perimeter Banners golocal FSI Fixture Mini Thematic Program Featured Gift Program FLS Key T= Thematic Banner Insert Builds all Pods Number of Sold End Aisles and (P)remium or (S)tandard Flight Number of Regular Extenders In Store locations. C = Community Extender Program # of Extenders # of Extenders # of Extenders # of Extenders (on Promo Fixture) F = LCBO stores located in FLS designated areas FF = LCBO FLS designated stores

77 Participating Stores Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 1 H 20S 45 Y Y Y Y Y Y Y F 2 6S 8 ST ST Y F 3 8P Y Y F Y Y F 5 H 10P 20 Y Y Y Y Y Y Y F 6 H Y Y Y Y Y Y F 7 16S 2 16 ST ST Y FF 8 T 10S Y F 9 T ST ST Y F 10 H 20P 40 Y Y Y Y Y Y FF 11 H 8S Y Y F 12 T 8P Y F Y Y F 14 8S Y Y Y Y Y F 15 H 15P 25 Y Y Y Y Y Y Y F 16 ST Y Y F 17 H Y Y Y FF 18 H Y Y Y Y Y F 19 H 15S Y Y Y Y Y Y FF 20 H 8S Y Y F 21 H 20P 40 Y Y Y Y Y Y Y 22 H 20S Y Y Y Y 23 H 15S 30 Y Y Y Y Y FF 24 8S Y FF 25 8P Y Y Y Y Y Y 26 H 10P Y Y Y F 27 H 15S Y Y Y Y F 28 T Y Y Y 30 T ST Y 31 H 15P 30 Y Y Y Y Y Y ST ST Y F 34 H 15S Y Y Y Y F 35 H 10P Y Y Y Y Y 36 H 15S Y Y Y Y Y Y FF 37 H 8P Y Y F 38 H 15P 30 Y Y Y Y Y Y FF Y Y 40 H 20P Y Y Y Y Y Y FF 42 T ST Y 43 H 10S Y Y 44 H 10S 25 Y Y Y Y Y Y Y ST Y 47 10S Y Y ST ST Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 49 T STS ST FF 50 H 10S Y Y Y Y FF 51 ST ST 52 ST Y FF ST ST Y Y F 55 H 15S Y FF 56 T Y 57 H 15S 25 Y Y Y Y Y Y Y 58 8S Y Y Y FF 59 10S Y Y Y 60 H 10S Y Y Y Y Y Y 61 H 5C Y Y 62 H 15S Y Y Y Y 63 H 10S Y Y Y Y F 64 H 10S Y Y Y Y 65 H 10S 25 Y Y Y Y Y 66 T ST Y FF ST Y FF 68 H 15S Y Y Y Y ST Y 70 8S ST Y Y 71 T ST ST 72 10S Y Y Y Y 73 H 8S Y Y 74 H 10S 15 Y Y Y 75 T ST Y FF ST Y FF 77 T Y Y FF ST Y FF 79 H 8S Y Y Y 80 H 10S Y Y Y 81 T ST Y FF 82 H 8S Y Y Y Y Y Y Y Y FF 84 T ST ST Y 85 H 10S Y 86 H 8S Y Y 87 T ST Y 88 T ST Y ST Y FF 90 H 10S Y Y Y Y 91 T ST Y FF 92 T ST Y F 93 H 8S Y Y 94 T ST Y 80 Promotional Turn 10

78 Participating Stores Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 95 H 10S Y Y Y Y Y 96 T ST Y 97 10S Y Y Y Y 98 T ST Y FF ST Y FF 101 H 15S Y Y Y 102 H 10S Y Y Y Y 103 T Y FF 104 T ST Y F ST Y 106 H 15S Y Y Y Y Y 107 T ST Y 108 T ST Y FF 109 T ST Y ST Y Y 111 T ST Y ST Y FF 113 T ST Y ST Y 115 H 20P Y Y Y Y Y Y 116 T ST Y 117 T ST Y FF 118 T ST Y FF ST Y ST Y ST Y FF 122 T ST Y FF 123 T ST Y FF Y 125 H 10S Y Y Y Y FF ST Y FF ST Y 128 T ST Y F ST Y FF 130 H 10S Y Y Y Y ST Y 132 H 10S Y Y Y Y ST Y ST Y FF 135 T T ST Y ST Y ST Y 139 T ST ST 140 H 15P Y Y Y Y FF Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y ST Y 143 8P Y Y Y Y Y Y F S Y Y S Y Y Y Y ST Y ST Y 148 H 15P 45 Y Y Y Y Y Y Y 149 H 20P 30 Y Y Y Y Y Y F ST Y FF 152 H 10S Y 153 8S Y Y Y Y 154 H15 15S Y Y Y Y Y F 155 8S Y Y Y Y 156 H 20P Y Y Y Y Y 157 T ST Y 158 T ST Y 159 T ST Y Y 161 T ST Y 162 T ST Y FF 163 H 8S Y Y F 164 H 10P Y Y Y Y Y FF 165 H 8S Y Y Y F 166 T ST Y Y 167 H 10S Y Y F 168 H 10P Y Y Y Y 169 T ST Y 170 T ST Y 171 H 20S 25 Y Y Y Y Y Y F ST Y ST Y FF 174 T ST Y S Y Y Y Y ST Y 178 T ST Y 179 H 15P Y Y Y Y Y ST Y FF Y 182 H 15P Y Y Y Y F Y Y Y F 184 T ST Y FF 185 H 15P 25 Y Y Y Y Y F 186 T 8S Y Y F 187 H 20S 40 Y Y Y Y Y Y Y Marketing & Product Guide - Holiday 2 81

79 Participating Stores Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 188 H 10S Y Y Y ST Y FF 190 H 10S Y Y Y F 191 H 15S 30 Y Y Y Y Y 192 8S Y Y Y F ST Y FF 194 T ST Y Y 195 H 20S 40 Y Y Y Y Y F 196 H 8S Y Y Y Y 197 T ST Y 198 H 15S 25 Y Y Y Y Y Y F Y Y 200 H 20S 25 Y Y Y Y Y F 201 H 15S Y Y Y Y Y Y 203 Y ST Y FF 205 T ST Y 207 H 8S Y Y Y Y Y F 208 T ST Y 209 H 15S Y Y Y Y S Y Y Y Y 211 H 8S Y Y Y 212 H 15P Y Y Y Y Y Y F 213 T ST Y S Y Y Y Y Y FF 216 H 8S Y Y 217 H 20P 30 Y Y Y Y Y Y Y FF 218 H 15S Y Y Y Y Y F 219 T ST Y 220 T ST Y FF 221 T 10 1 ST ST 222 T ST Y 223 T ST Y 224 T ST Y 225 T ST Y FF 226 H 20S 30 Y Y Y Y Y Y 227 T Y 228 H 20S Y Y Y Y F 229 T ST Y ST Y 231 T ST Y 232 T ST Y 233 H 15S 30 Y Y Y Y Y Y F S Y Y Y F Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 236 T ST Y FF S Y Y Y Y 238 T Y Y 239 T ST Y ST Y ST Y FF 242 H 15S Y Y Y Y F 243 H 20P Y Y Y Y Y Y FF 244 H 15S Y Y Y Y ST Y FF 246 T Y Y 247 T ST Y 248 H 15P Y Y Y Y 249 H 10S 20 Y Y Y Y Y F ST ST Y ST Y 252 2H 20S 30 Y Y Y Y Y Y 253 H 20P 30 Y Y Y Y Y Y FF 254 T ST Y 255 H 10S Y Y Y Y Y F ST Y F ST Y 258 T 10 1 ST Y ST Y ST Y Y 261 T ST Y ST Y 263 H 15S Y Y Y Y 264 T ST Y 265 H 15S Y Y Y Y 266 T ST Y Y 267 T 10 3 ST Y Y Y 269 H 20S 25 Y Y Y Y Y F ST Y ST Y ST Y FF 273 T ST Y ST Y 275 T ST ST 276 T ST Y 277 T ST Y 278 H 8S Y Y Y Y FF Y F 82 Promotional Turn 10

80 Participating Stores Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 281 T ST Y 282 T ST Y ST Y 284 T ST Y ST Y ST Y 287 H 15S Y Y Y Y FF 288 H 20P 30 Y Y Y Y Y Y Y 289 T Y ST Y 291 T ST Y FF ST Y 293 T ST Y 294 T ST Y 295 H 10P Y Y Y Y Y Y F 296 T ST Y 297 T ST Y Y 298 H 20P 30 Y Y Y Y Y Y 299 T Y 300 H 10S Y Y Y Y Y ST Y ST Y 303 T ST Y 304 T ST Y ST Y 306 T Y ST Y ST Y FF ST ST F Y Y F 311 H 10P Y Y Y Y 312 8S Y Y F Y Y 314 T ST Y ST ST 316 T ST Y 317 T ST Y 318 T ST Y ST Y ST ST Y Y F 321 H 8S Y Y F ST Y FF 323 T ST Y 324 H 8P Y Y Y Y Y FF 325 H 15S Y Y Y Y Y Y 326 H 15S 30 Y Y Y Y Y Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 327 T ST Y FF 328 T ST Y 329 H 20P 45 Y Y Y Y Y Y F 330 T ST Y ST Y ST Y FF 333 ST ST Y F 334 H 20S Y Y Y Y Y Y F 335 T ST Y ST Y ST Y ST Y FF ST Y 340 H 10S Y Y Y Y S Y Y Y Y 344 H15 15S 30 Y Y Y Y Y 345 T 5S Y Y Y 346 H 20P 45 Y Y Y Y Y ST Y ST Y ST Y FF ST Y 351 H 15S 30 Y Y Y Y Y Y 352 T ST Y 353 H 10P Y Y Y Y Y 355 H 20P 30 Y Y Y Y Y Y Y Y F ST ST Y 359 H 20S 40 Y Y Y Y Y FF 360 H 10P Y Y Y Y Y Y F 361 H 15S 25 Y Y Y Y Y Y 362 H 20S Y Y Y F ST ST F 364 T ST Y 365 ST ST 366 H 10S Y Y Y F 367 H 20P 40 Y Y Y Y Y Y FF Y Y 369 T 10 4 ST Y ST Y FF 371 H 10S Y Y Y Y Y Y F 372 T ST Y 373 H 15S 20 Y Y Y Y Y Y 374 T Y ST Y FF 376 Marketing & Product Guide - Holiday 2 83

81 Participating Stores Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y ST Y 378 H 20S 45 Y Y Y Y Y FF 379 T ST Y 425 H 10S Y Y Y Y Y F 380 T ST Y 426 H 8S Y Y Y F 381 H 15S 30 Y Y Y Y Y 427 H 15S 30 Y Y Y Y Y 382 H 15S Y Y Y Y 428 H 20S 40 Y Y Y Y Y F 383 H 15S 25 Y Y Y Y Y Y 384 H 8P Y Y Y Y FF Y 385 H 20S Y Y Y Y Y FF 431 H 15S Y Y Y Y FF 386 H 15S Y Y Y Y 432 H 20S Y Y Y Y Y Y 387 H 15S Y Y Y Y FF ST Y 388 H 10P Y Y Y Y F 434 H15 15S Y Y Y Y 389 H 15S Y Y Y Y F ST Y FF 390 H 15P 25 Y Y Y Y Y ST ST F 392 H 10S 25 Y Y Y Y Y 437 H 10S 25 Y Y Y Y Y Y 393 H 20P Y Y Y Y Y FF 438 H 20S 30 Y Y Y Y Y Y F 394 H 20S 40 Y Y Y Y Y Y F ST Y ST Y FF 440 T ST Y 397 H 15S 30 Y Y Y Y Y ST Y FF 398 H 20S Y Y Y Y F ST Y S Y Y Y Y FF 401 8S Y Y 402 H 10S Y Y Y Y ST ST 404 H 15S Y Y Y Y ST Y FF Y Y FF 407 H 20P 30 Y Y Y Y Y F 408 H 15S Y Y Y F ST Y ST ST 411 8P Y F 412 H 15P 25 Y Y Y Y Y Y Y F ST Y 414 T ST Y 415 H 10P Y F 416 H 20S 25 Y Y Y Y Y Y F 417 H 15P Y Y Y Y Y Y 418 T ST ST 419 T Y 420 5S 3 ST ST Y F ST Y F ST Y FF Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y 443 H 15P 30 Y Y Y Y Y Y Y FF 444 H 15S 25 Y Y Y Y Y F 445 H 20S Y Y Y Y Y 446 T Y ST Y 448 T ST Y ST Y 450 T Y ST Y 452 H 15P Y Y Y Y Y Y FF P Y Y Y ST Y 455 T ST Y S Y Y Y Y 457 H 10P 20 Y Y Y Y Y Y Y F 458 H 8S Y F 459 H Y Y Y Y Y ST Y 461 T Y Y 462 T ST Y ST Y FF ST Y 465 H 15S Y Y Y Y ST Y FF 84 Promotional Turn 10

82 Participating Stores Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 467 H 10S Y Y ST Y 468 T ST Y Y 515 ST ST FF 469 5S ST Y Y ST Y Y 470 H 15S 30 Y Y Y Y Y FF 517 T ST Y ST Y 518 H 10S Y Y Y Y F ST Y ST Y F ST Y 520 T ST Y ST Y 521 H 10P Y Y Y Y FF ST Y P 25 Y Y Y Y Y ST Y 523 H 20P 45 Y Y Y Y Y 478 T ST Y 524 T ST Y FF ST Y 526 ST ST FF ST Y 527 T ST Y 481 H 15P Y Y Y Y Y 528 H15 15P 30 Y Y Y Y Y Y Y F ST Y 529 T ST Y S 6 Y Y F 530 T ST Y Y Y F 531 T 3 4 ST Y F 485 H 15P 20 Y Y F 532 8S Y Y Y Y Y Y FF P Y Y Y Y Y S Y Y F ST Y F ST Y FF ST Y 490 H 20S 30 Y Y Y Y Y F 491 H 15S 30 Y Y Y Y Y 492 T ST Y F ST Y 494 H 15P Y Y Y Y Y F 495 H 15S Y Y Y Y Y Y 496 T ST Y 497 H 15S 30 Y Y Y Y Y H 20P Y Y Y Y Y Y F 501 H 15S Y Y Y Y Y Y T ST Y 505 H 20P Y Y Y Y Y F ST Y FF 507 T ST Y FF 509 T ST Y Y ST Y 511 H 10S 25 Y Y Y Y Y Y Y F 512 2S 1 ST ST F Store # Banner Insert Sold End Aisle Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures OWS Ontario POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 534 H 10S 25 Y Y Y Y Y F ST ST 536 H 15P 25 Y Y Y Y Y ST Y 538 ST ST FF 539 T Y Y F 540 H 15S Y Y Y Y FF ST Y 542 H 20P 30 Y Y Y Y Y Y F 543 T ST Y 544 H 10S Y Y Y Y 545 H 15S 40 Y Y Y Y Y 546 H 15S Y Y Y Y Y F 547 ST Y F ST Y 549 H 20S Y Y Y Y Y Y ST Y S 40 Y Y Y Y Y 552 8S Y Y FF 553 H 15P Y Y Y Y F 555 H 8S Y Y Y Y F 556 H 15P 20 Y Y Y Y Y Y Y F ST Y ST Y Marketing & Product Guide - Holiday 2 85

83 Participating Stores Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures Ontario Wine POP Pick golocal FSI Fixture OCB End Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) 559 H 15S Y Y Y Y 560 T 5 1 ST Y 561 T 5 ST Y 562 T 1 4 ST Y 563 H 10S Y Y 564 H 8S Y Y Y F ST Y FF 566 H 20P 30 Y Y Y Y Y ST Y 568 H 8P Y Y Y Y Y FF 569 H 15S 30 Y Y Y Y Y F ST Y 571 Y Y F 572 H 10S Y Y Y F 573 H 10P Y Y Y Y Y ST Y FF 575 H 15S 25 Y Y Y Y Y Y F 576 T ST Y FF ST Y FF 578 T ST Y FF 579 H 10S Y Y Y Y Y Y 580 H 15S 30 Y Y Y Y Y Y Y Y 581 T ST Y Y 582 T ST Y ST ST 584 H 15S 15 Y Y Y Y Y F S Y Y Y Y Y 587 H 10S 25 Y Y Y Y Y ST Y FF Y Y FF 590 H 20P Y Y Y Y Y ST Y 593 H 15P Y Y Y Y F 594 T ST Y 595 T 5 1 ST Y 596 T ST Y ST Y F 598 ST ST FF 599 T ST Y 601 H 15S Y Y Y Y F 602 H 15S Y Y Y Y Y ST Y ST Y FF 605 H 15S 30 Y Y Y Y Y Store # Banner Insert Sold End Aisle End Aisle Backer Cards Pod Program Regular Extenders Disc. Extenders Wine Disc. Extenders BSM Exterior Banner Show Card Power Aisle Banner Perimeter Banner Fixtures Ontario Wine POP Pick golocal L FSI Fixture OCB End da Aisle Mini Thematic Featured Gift PS Beer Program Language (FLS) ST Y ST Y H 15S 25 Y Y Y Y Y ST Y T ST Y ST Y S 2 Y Y F ST Y 6166 H 10S Y Y Y Y 617 H 15S Y Y Y Y 618 H 10S Y Y 619 H 20S 40 Y Y Y Y Y Y Y F Y Y ST Y 623 H 20P 25 Y Y Y Y Y Y Y 624 H 20P 45 Y Y Y Y Y Y Y FF ST Y 627 H 15S 30 Y Y Y Y Y Y F 629 H 15S Y Y Y Y 630 H 20P 45 Y Y Y Y Y Y Y 631 H 20S Y Y Y Y Y F 632 H 20S 50 Y Y Y Y Y 634 H 15S 30 Y Y Y Y Y S Y Y Y Y 636 6S 3S 3S ST Y F S 2S 3 4 Y Y F S Y Y Y Y FF 639 9S ST Y F 641 H 20S 40 Y Y Y Y Y S 7 6 Y Y F 643 H 10S 20 Y Y Y Y Y FF 644 8S Y Y Y Y 677 8S Y Y F 694 H 10S 25 Y Y Y Y Y FF 697 2S ST ST F 698 H 15S 30 Y Y Y Y Y F 700 H 20S 30 Y Y Y Y Y Y F 702 H 15P Y Y Y Y Y 703 H 20S 40 Y Y Y Y Y F 771 H 15P Y Y Y Y Y 776 H 20S 40 Y Y Y Y Y Y 86 Promotional Turn 10

84 Sold Space Programs Display Programs - Support Programs An electronic version (MS Excel format) of these worksheets is available on the Sales & Marketing Portal Site. Follow the quick link published each week at the top of the Sales & Marketing Newsletter. The Electronic version of the worksheets includes: Retail Price (as of publication date) Agent Names The products participating in the Hero Display, the Pod Program and the sold End Aisles are included in the Table.

85 Display Programs Participating Products Location HD LCBO# Case Conversion# Description Size (ml) Support po Programs ra LTO Value Add Value Add Value Add 5959 Baileys Irish Cream 750 Value Add Baileys Irish Cream Baileys Irish Cream Liquor 1140 Value Add 67 Smirnoff Vodka 750 Value Add Smirnoff Vodka 1750 LTO Smirnoff Vodka 1140 LTO 1487 Crown Royal 750 Value Add Standard Crown Royal 1750 LTO Crown Royal 1140 LTO 893 Wiser's De Luxe 750 LTO Wiser's De Luxe Wiser's De Luxe 1140 LTO Value Add LTO Absolut Vodka 750 Value Add Absolut Vodka 1140 LTO Absolut Vodka Forty Creek Barrel Select Whisky 1750 LTO Standard Forty Creek Barrel Select 750 Value Add Forty Creek Barrel Select Whisky 1140 LTO BAM 9 Premiumm BAM Wolf Blass Yellow Label Cabernet Sauvignon 750 LTO BAM 9 Standard BAM Rosemount Diamond Shiraz 750 LTO Sibling Rivalry White VQA 750 LTO Yellow Tail Reserve Shiraz 750 LTO Tommasi Le Rosse Pinot Grigio Igt 750 LTO 88 Promotional Turn 10

86 Display Programs Participating Products Continued Location 11 Standard LCBO# Case Conversion# Description Size (ml) Support Programs Grey Goose Vodka 750 BAM Value Add Grey Goose Vodka French Cross Dry White 1500 LTO, Wine Fridge Jackson-Triggs Merlot 1500 LTO Jackson-Triggs Sauvignon Blanc 1500 LTO 7880 Johnnie Walker Black 12 Yr 750 LTO Johnnie Walker Red Label 1140 LTO Johnnie Walker Black Label Value Add LTO BAM Dan Aykroyd Cabernet Merlot VQA 750 LTO Megalomaniac Homegrown Riesling VQA 750 LTO LTO 3558 Gibson's Finest 12 Year Old 750 LTO LTO Gibson's Finest 12 Year Old 1140 Value Add 1784 Grand Marnier 750 Value Add Grand Marnier 1140 LTO Kahlua Coffee Liqueur 750 LTO Kahlua Coffee Liqueur 1140 Value Add Taylor Fladgate Late Bottled Vintage Port 750 LTO Masi Costasera Amarone Classico Doc 750 Value Add Errazuriz Max Reserva Cabernet Sauvignon 750 LTO LTO Domaine Chandon Brut 750 LTO Moet & Chandon Brut Rose 750 BAM FSI = Product is featured in the Free Standing Insert. LTO = Limited Time Offer ST= Shelf Talker VA = Value Added BAM = Bonus AIR MILES Reward Miles BBAM = Bundled Bonus AIR MILES Reward Miles Marketing & Product Guide - Holiday 2 89

87 Shelf Extenders Extender Location LCBO# Description R1 Vodka A Malibu Black Coconut Flavoured Rum Size (ml) Support Programs 750 LTO R2 Vodka B Tag No. 5 Vodka 750 LTO Agent Corby Distilleries Limited Maverick Distillery Limited # of Extenders Y Y Y Y Y Y Y R3 Vodka C Iceberg Vodka 1140 LTO Y Y Y Y Y Y R4 Vodka D Finlandia Vodka 750 LTO R5 Vodka E Absolut Elyx 750 BAM R6 Rum A LTO R7 Rum B Havana Club Anejo Reserva 750 LTO Brown Forman Canada ada Corby Distilleries Limited Select Wine Merchants Inc. Corby Distilleries Limited Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y R8 Rum C 1206 Bacardi Gold Rum 750 Value Add Bacardi Canada Inc. Y Y Y Y Y Y R9 Rum D Rum R10 Rum E Rum R11 R12 R13 R14 R15 Canadian Whisky A Canadian Whisky B Canadian Whisky C Canadian Whisky D Canadian Whisky E 750 LTO PMA Canada Ltd. Y Y Y Y Y Y 750 LTO Bacardi Canada Inc. Y Y Y Y Y Y Singleton Of Glendullanllan 750 Value Add Diageo Canada Inc. Y Y Canadian n Club Classic 750 LTO Beam Global Canada Y Y Y Y Y Jameson Irish Whiskey 750 LTO Corby Distilleries Limited Y Y Y Y Y Y Crown Royal Black 750 LTO Diageo Canada Inc. Y Y Y Y Y Y The Famous Grouse 1140 LTO Beam Global Canada Y Y Y Y Y Y R16 Scotch A The Glenlivet 12 Yr Malt 750 LTO R17 Scotch B 7617 Chivas Regal 12 Year Old 750 LTO Corby Distilleries Limited Corby Distilleries Limited Y Y Y Y Y Y Y Y Y Y Y Y R18 Gin A Sobieski Vodka 750 Value Add Charton Hobbs Inc Y Y Y Y Y Y R19 Liqueurs A Baileys Biscotti Cream Liqueur 750 Value Add Diageo Canada Inc. Y Y Y Y R20 Liqueurs B 2253 Disaronno Amaretto 750 Value Add Bacardi Canada Inc. Y Y Y Y Y Y R21 Liqueurs C Tequila Rose Liqueur 750 LTO Y Y Y Y Y Y R22 Liqueurs D Malibu Coconut Rum 750 LTO Corby Distilleries Limited Y Y Y Y Y Y 90 Promotional Turn 10

88 Shelf Extenders Extender Location LCBO# Description Size (ml) Support Programs R23 Brandy A Gaston De Lagrange VS 750 Value Add R24 Brandy B E&J VSOP Brandy 750 Agent Authentic Wine & E&J Gallo Winery Canada Ltd. # of Extenders Y Y Y Y Y Y Y R25 Tequila A Gran Centenario 750 LTO Y Y Y Y R26 Ontario Constellation Brands 750 LTO Blend A Gewurztraminer VQA Inc. Y Y Y Y Y Y R27 Ontario Blend B Pelee Island Merlot 750 LTO Pelee e Island Winery Y Y Y Y Y Y R28 Ontario Pelee Island Pinot Noir Blend C VQA 750 LTO Pelee Island Winery Y Y Y Y Y Y R29 Ontario Non- Pelee Island Chardonnay VQA A VQA 750 LTO Pelee Island Winery Y Y Y Y Y R30 Ontario Non- Kittling Ridge Icewine & Forty Creek Distillery Value Add VQA B Brandy Ltd Y Y Y Y Y Y R31 R32 R33 R34 R35 R36 R37 R38 Ontario Non Eastdell Black Cab VQA 750 LTO VQA C Ontario Non- Pelee Island Cabernet VQA D Franc VQA Ontario VQA A Blanc Brut VQA Ontario VQA Mike Weir Cabernet 109 B Merlot VQA New Zealand A New Zealand B New Zealand C New Zealand D Villa Maria Private Bin Sauvignon Blanc Trius Sauvignon Blanc VQA McWilliam's Hanwood Estate Cabernet Sauvignon Cabernet Diamond Estates Y Y Y Y Y Y 750 LTO Pelee Island Winery Y Y Y Y Y Y 750 BAM Ltd., Y Y Y 750 LTO Mark Anthony Brands Y Y Y Y LTO, Wine Fridge LTO, Wine Fridge 750 LTO 750 LTO R LTO R Robert Mondavi Woodbridge Sauvignon Blanc 750 LTO, Wine Fridge R41 Chile A Pascual Toso Malbec 750 LTO R42 Chile B R43 France Blend A Santa Rita Reserva Cabernet Sauvignon 'De Chanceny' Cremant De Loire Rose Brut PMA Canada Ltd. Y Y Y Andrew Peller Limited Y Y Y Y E&J Gallo Winery Canada Ltd. Corby Distilleries Limited Mondia Alliance Canada Inc. Constellation Brands Inc. Eurovintage International Inc Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y 750 LTO Mark Anthony Brands Y Y Y Y Y Y 750 BAM Vinexx Y Marketing & Product Guide - Holiday 2 91

89 Shelf Extenders Continued Extender Location LCBO# Description R44 R45 R46 R47 R48 R49 France Blend B France South A France South B France Burgundy A Italy Central A Italy Central B Size (ml) Support Programs Agent # of Extenderse Calvet Saint Emilion 750 LTO Mark Anthony Brands Y Y Y Y Y Y Perrier Jouet Grand Brut Montecillo Crianza La Rioja Bouchard Aine & Fils 750 BAM Montresor Amarone 750 LTO R50 Italy North A R51 Italy North B R52 R53 Southern Southern R54 Germany A R Osborne Solaz Sauvignon Fontanafredda Barolo Docg Gabbiano Pinot Grigio Igt Yonder Velt Gruner Veltliner Domaine Hatzimichalis alis Cabernet Sauvignon Velletri Torrescura Pinot Grigio Barefoot ot Bubbly Pinot Grigio Corby Distilleries Limited 750 LTO PMA Canada Ltd. Y Y Y Y Y Y 750 LTO Charton Hobbs Inc Y Y Y Wine Lovers Agency Inc. 750 LTO Pma Canada Ltd. Y Y Y Y Y Y 750 LTO Noble Estates Wines Y Y Y Y Y Y Y Y Y 750 LTO Treasury Wine Estates Y Y Y Y Y Y 750 LTO The Case For Wine Y 750 LTO Dionysus Wines Y Y Y 1500 LTO Majestic Wine Cellars Y Y Y Y Y Y 750 LTO E&J Gallo Winery Canada Ltd. Y Y Y R Henkell Trocken 750 Value Add Mark Anthony Brands Y Y Y Y Y Y R57 R58 Ontario Beer A Ontario Beer B Nickel Brook Green Sleeman Original Draught Netherworld Cascadian R59 Beer Dark Ale 473 LTO 473 LTO 2130 BAM Better Bitters Brewing Co. Sleeman Brewing & Malting Co. Flying Monkeys Craft Brewery Y Y Y Y Y Y Y Y R60 Beer Kozel Beer 500 LTO Mark Anthony Brands Y Y Y Y Y Y R61 Beer LTO Lager (W) The Premium Beer Y Y Y Y Y Y Y R62 Beer Corona Extra 710 LTO Molson Coors Canada Y Y Y Y Y Y R63 Party Zone Vodka Mudshake Chocolate R64 Party Zone Smirnoff Ice R65 Party Zone Orange Smoothie 4 x x 330 LTO Churchill Cellars Ltd. Y Y Y Y Y Y LTO Diageo Canada Inc. Y Y Y Y Y Y 1000 LTO Bacardi Canada Inc. Y Y Y Y Y Y 92 Promotional Turn 10

90 Shelf Extenders Continued Community Shelf Extenders Location LCBO# Description Size (ml) Support Program Beefeater London Dry Gin 1140 BAM Canadian Club Premium 1750 LTO Panama Jack's Irish Cream 750 LTO Robert Mondavi Woodbridge Cabernet Sauvignonn 750 LTO 750 LTO Lamb's Palm Breeze (P.E.T) 1750 Value Add Ramazzotti zotti Sambuca 1140 LTO Forty Creek Cream Liquor 750 Value Add Wayne Gretzky Chardonnay 750 BAM LTO Agent Corby Distilleries Limited Beam Global Canada Andrew Peller Limited Constellation Brands Inc. Constellation Brands Inc. Corby Distilleries Limited Corby Distilleries Limited Forty Creek Distillery Ltd Andrew Peller Limited Corby Distilleries Limited Marketing & Product Guide - Holiday 2 93

91 Discovery & Green Extenders Discovery Shelf Extenders Location LCBO# Description Green Shelf Extender Jackson-Triggs Black Series Meritage VQA Grahams Late Bottled Vintage Port George Wyndham Founder's Reserve Shiraz Size (ml) Support Program 750 LTO Agent Constellation Brands Inc. 750 LTO Mark Anthony Brands 750 LTO Corby Distilleries Limited Wkd Original Vodka Blue 1320 LTO Waterloo Premium Amber 473 LTO The Brick Brewing Co Palm Bay Tangerine Mist 6 Pk-C Glenrothes Vintage Single Malt Stock Rum LTO Location LCBO# Description Angel Nero D'Avola Organic Giorgio & Gianni 2130 LTO Mark Anthony Brands 750 LTO Charton Hobbs Inc 750 LTO Diageo Canada Inc. Size (ml) Support Program 750 LTO Regazzi Wines & Agent Wine Lovers Agency Inc. 94 Promotional Turn 10

92 IMAGE Shelf Talkers LCBO# Description Size (ml) Agent Stoneleigh Marlborough Pinot Noir 750 Corby Distilleries Limited Leyenda Del Milagro Tequila Silver 750 PMA Canada Ltd Oggi Botter Pinot Grigio 750 The Case For Wine Rickard's White 6 x 341 Molson Coors Canada Great Lakes Winter Ale 750 Great Lakes Brewing Co James Ready x Amsterdam Nut Brown Ale 473 Amsterdam Brewing Co. Limited Montes Classic Series Cabernet Sauvignon Callia Alta Malbec 750 Azureau Wine Agency Corby Distilleries Limited Amsterdam Blonde 6 x 355 Amsterdam Brewing Co. Limited Amsterdam Big Wheel 6 x 355 Amsterdam Brewing Co. Limited South Sauvignon Blanc Reserva Malibu Cocktails Rum Punch 1750 Corby Distilleries Limited Girls' Night Out Strawberry Samba 1500 Colio Estate Wines Charton Hobbs Inc x 355 Amsterdam Brewing Co. Limited Jacob's Creek Moscato 750 Corby Distilleries Limited Jacob's Creek Reserve Chardonnay Adelaide Hills 750 Corby Distilleries Limited Corby Distilleries Limited Corby Distilleries Limited Plymouth English Gin 750 Corby Distilleries Limited Wells Banana a Bread Beer Magners Pear Cider Diageo Canada Inc Boneshaker 6 x 341 Amsterdam Brewing Co. Limited Jameson Select Reserve 750 Corby Distilleries Limited Calvados Boulard 750 Pma Canada Ltd Colio Bianco Secco Bib 4000 Colio Estate Wines Rickard s Oakhouse 6 Pk-B 6 x 341 Molson Coors Canada Youngs Double Chocolate Stout PMA Canada Ltd McGuinness Melon 750 Corby Distilleries Limited McGuinness Creme De Menthe White 750 Corby Distilleries Limited Jacob's Creek Reserve Shiraz 750 Corby Distilleries Limited Magners Original Irish Cider 500 Marketing & Product Guide - Holiday 2 95

93 Limited Time Offers LCBO# Case Conversion# Description Size (ml) LTO Display Program ra 109 Mike Weir Cabernet Merlot VQA 750 $2.00 Shelf Extender 893 Wiser's De Luxe 750 $1.50 End Aisle $ Courvoisier VS 750 $ Tanqueray Dry Gin 750 $ Gibson's Finest 12 Year Old 750 $ End Aisle $ Vodka Mudshake Chocolate 4 x 270 $1.00 Shelf Extender Bees Cabernet Merlot VQA 750 $ Chivas Regal 12 Year Old 750 $3.00 Shelf Extender 7880 Johnnie Walker Black 12 Yr 750 $2.00 End Aisle 8805 Forty Creek Barrel Select Whisky 1750 $2.00 End Aisle $1.00 Shelf Extender Jameson Irish Whiskey 750 $1.50 Shelf Extender $3.00 End Aisle Fontanafredda Barolo Docg 750 $3.00 Shelf Extender Finlandia Vodka 750 $1.00 Shelf Extender The Glenlivet 12 Yr Malt 750 $4.00 Shelf Extender Sandeman Ruby Port 750 $ Coyotes Run Cabernet Merlot VQA 750 $ Smirnoff Ice 4 x 330 $1.50 Shelf Extender Calvet Saint Emilion 750 $2.00 Shelf Extender Canadian Club Premium 1750 $2.00 Comm. Extender Pascual Toso Malbec 750 $1.00 Shelf Extender Smirnoff Vodka 1750 $1.00 End Aisle Sleeman Original Draught 473 $0.20 Shelf Extender Robert Mondavi Woodbridge Sauvignon Blanc 750 $ Taylor Fladgate Late Bottled Vintage Port 750 $1.50 End Aisle Shelf Extender, Wine Fridge Robert Mondavi Woodbridge Cabernet Sauvignon 750 $2.00 Comm. Extender Peninsula Ridge Sauvignon Blanc VQA 750 $ Dan Aykroyd Cabernet Merlot VQA 750 $1.00 End Aisle Antinori Toscana Igt 750 $ $2.00 Shelf Extender $2.00 Discovery Extender Peninsula Ridge Shiraz VQA 750 $ Carlsberg 6 x 330 $ Promotional Turn 10

94 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program $1.00 Shelf Extender Gabbiano Pinot Grigio Igt 750 $1.50 Shelf Extender Gabbiano Chianti Docg 750 $ $ $1.50 Shelf Extender Inniskillin Dry Riesling VQA 750 $ Girls Night Out Chardonnay VQA 750 $ Forty Creek Double Barrel Reserve Whisky 750 $ Wiser's Small Batch Whisky 750 $ $1.50 Shelf Extender Pelee Island Monarch Red VQA 750 $ George Wyndham Founder's Reserve Shiraz 750 $2.00 Discovery Extender Crown Royal 1750 $3.00 End Aisle Sibling Rivalry White VQA 750 $1.00 End Aisle Cc Classic...See# $ Fuzion Organic Malbec Cabernet 750 $ Smirnoff Vodka PET 1140 $ $1.00 Shelf Extender Pelee Island Pinot Noir VQA 750 $1.00 Shelf Extender Pelee e Island Chardonnay VQA 750 $1.00 Shelf Extender $2.00 Comm. Extender Lindemans Bin 65 Chardonnay 750 $ Amsterdam Blonde 473 $ Montecillo Crianza La Rioja 750 $1.00 Shelf Extender Pelee Island Lighthouse Riesling VQA 750 $ Tag No. 5 Vodka 750 $1.00 Shelf Extender Vice Vodka Icewine 500 $ Domaine Jean Bousquet Malbec Organic 750 $ Smirnoff Ice Tall Can 473 $ Jack Daniel's And Cola Tall Can 473 $ Frangelico 750 $ $ $ Megalomaniac Homegrown Riesling VQA 750 $1.00 End Aisle Corona Extra 6 x 330 $ Panama Jack's Irish Cream 750 $3.00 Comm. Extender James Oatley Tic Tok Shiraz 750 $2.00 Marketing & Product Guide - Holiday 2 97

95 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program $3.00 End Aisle Grahams Late Bottled Vintage Port 750 $1.50 Discovery Extender $ Tequila Rose Liqueur 750 $2.00 Shelf Extender $0.15 Shelf Extender x 330 $ Smirnoff Mixed Drinks Cran & Lime 4 x 330 $ Meditrina Red Wine 750 $ Double Chocolate Vodka 750 $ Absolut Vodka 1140 $2.50 End Aisle The Famous Grouse $3.00 Shelf Extender $ Cooralook Pinot Gris 750 $ Kangarilla Road Shiraz 750 $ $ McWilliam's Hanwood Estate Cabernet Sauvignon 750 $2.00 Shelf Extender Wiser's De Luxe 1140 $2.50 End Aisle $1.15 End Aisle Smirnoff Vodka 1140 $1.00 End Aisle Skyy Vodka 1140 $ Freixenet Cordon Negro Brut 750 $ Barefoot Bubbly Pinot Grigio. 750 $1.50 Shelf Extender Johnnie Walker Red Label 1140 $2.50 End Aisle Crown Royal 1140 $2.50 End Aisle Domaine Chandon Brut 750 $3.00 End Aisle Hardys Butcher's Gold Shiraz Sangiovese Chr. No $ Trius Sauvignon Blanc VQA 750 $1.00 Shelf Extender, Wine Fridge $1.95 End Aisle Crown Royal Black 750 $2.00 Shelf Extender $4.00 Shelf Extender Chateau Des Charmes Brut Methode Traditionelle VQA 750 $ Innis & Gunn Rum Finish 330 $ $ Angels Gate Archangel Chardonnay Brut VQA 750 $ Iceberg Vodka 1140 $1.00 Shelf Extender Molson M 473 $ Yellow Tail Reserve Shiraz 750 $1.00 End Aisle 98 Promotional Turn 10

96 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Montresor Amarone 750 $3.00 Shelf Extender Sawmill Creek Chardonnay 1500 $ Whitehaven Pinot Noir 750 $ Crown Royal Limited Edition 750 $ Wolf Blass Yellow Label Cabernet Sauvignon 750 $2.00 End Aisle Malibu Black Coconut Flavoured Rum 750 $2.00 Shelf Extender Bouchard Pere & Fils Duo Gift Pack (2 x 750) 750 $ Santa Rita Reserva Cabernet Sauvignon 750 $1.50 Shelf Extender Angel Nero D'Avola Organic Giorgio & Gianni 750 $ $ $2.00 Shelf Extender Waterloo Premium Amber 473 $0.25 Discovery Extender Kir Royal 750 $ $ $ $0.15 Shelf Extender Voga Moscato Frizzante Igt 750 $ Zenato Soave Doc Classico 750 $ $3.00 Shelf Extender Si Pinot Grigio 750 $ Tommasi Le Rosse Pinot Grigio Igt 750 $1.00 End Aisle Jackson-Triggs Pinot Grigio Cask 4000 $ $ Kwv Territory 61 Sauvignon Blanc 750 $ Double Cross Vodka 750 $ $ Smirnoff Premium Mixed Drinks - Orange Screwdriver 4 x 330 $ Wkd Original Vodka Blue 4 x 330 $1.00 Discovery Extender Canadian Club & Cola Mixed 473 $ Canadian Club & Ginger Ale 6 x 355 $ Palm Bay Tangerine Mist 6 Pk-C 2130 $1.00 Discovery Extender Bacardi Oakheart & Cola 473 $ x 330 $ Hat Trick Red VQA 750 $ Pezoules Cabernet Sauvignon 750 $ Yonder Velt Gruner Veltliner 750 $1.00 Shelf Extender Batasiolo Moscato D Asti Docg Dla Rei 750 $ Movendo Moscato 750 $ Argiano Rosso Di Montalcino Doc Licensee 750 $2.50 Marketing & Product Guide - Holiday 2 99

97 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program ra $1.50 Hero $ Hogsback Vintage Lager 473 $ French Cross Dry White 1500 $2.05 End Aisle, Wine Fridge Zardetto Prosecco Brut Licensee 750 $ Henry Of Pelham Chardonnay VQA 750 $ Stoneleigh Marlborough Sauvignon Blanc 750 $ Crown Royal Black Hockey Canada Pack $ Rosemount Diamond Shiraz 750 $2.00 End Aisle Mezzacorona Pinot Grigio Trentino Igt 750 $ Canadian Club Classic 750 $2.00 Shelf Extender Three Olives Smores Vodka 750 $ Errazuriz Max Reserva Cabernet Sauvignon 750 $2.00 End Aisle Fetzer Cabernet Sauvignon 750 $ Rodrigues Blueberry Wine 750 $ Two Oceans Sauvignon n Blanc 750 $ Amarula Cream 750 $ Jackson-Triggs Merlot 1500 $2.00 End Aisle Gentleman Jack Rare Tennessee Whiskey 750 $ Jackson-Triggs Sauvignon Blanc 1500 $2.00 End Aisle Villa Maria Private Bin Sauvignon Blanc 750 $1.50 Shelf Extender, Wine Fridge Pelee Island Cabernet Franc VQA 750 $1.00 Shelf Extender Havana Club Anejo Reserva 750 $1.50 Shelf Extender Mike's Hard Cranberry Lemonade 4 x 330 $ $1.00 End Aisle Pelee Island Merlot 750 $1.00 Shelf Extender Malibu Coconut Rum 750 $1.00 Shelf Extender Stella Artois 500 $ Bacardi 8 Year Old Rum 750 $ $ Jackson-Triggs Black Series Meritage VQA 750 $1.00 Discovery Extender Tiger Beer 500 $ Domaine Hatzimichalis Cabernet Sauvignon 750 $1.50 Shelf Extender Glenrothes Vintage Single Malt 750 $5.00 Discovery Extender Corona Extra 710 $0.25 Shelf Extender Guinness Draught 8 x 440 $ Promotional Turn 10

98 Limited Time Offers Continued LCBO# Case Conversion# Description Size (ml) LTO Display Program Mott's Clamato Caesar Original 4 x 355 $ Paulaner Hefe-Weissbier 6 x 330 $ Kahlua Coffee Liqueur 750 $2.00 End Aisle French Cross Cab Merlot Cask 4000 $ French Cross Red Cask 4000 $ Pelee Island Late Harvest Vidal VQA 750 $ $ The Glenlivet French Oak Reserve 15 Year Old 750 $ Grand Marnier 1140 $5.00 End Aisle Ramazzotti Sambuca 1140 $2.00 Comm. Extender Forty Creek Barrel Select Whisky 1140 $1.50 End Aisle Mike's Hard Lemonade 12 x 330 $ Disaronno Originale Amaretto 1140 $ Grant's Family Reserve 1140 $ Eastdell Black Cab VQA 750 $1.00 Shelf Extender Sauvignon Pomtini Vodka & Pomegranate Cooler 4 x 330 $ Pelee Island Pinot Grigio 1500 $ $1.00 Shelf Extender Kozel Beer 500 $0.25 Shelf Extender Angels Gate Sussreserve Riesling VQA 750 $ Velletri Torrescura Pinot Grigio 1500 $2.00 Shelf Extender Sterling Vintner's Merlot 750 $ Yellow Tail Merlot 750 $ x 355 $ $1.00 Comm. Extender $ Boris Beer 6 Pk-B 1500 $ Lindemans Bin 85 Pinot Grigio 750 $ Singha Lager 6 x 330 $ Sleeman Honey Brown Lager 6 x 341 $ x 330 $ $1.00 Discovery Extender Molson Canadian 6 x 341 $ Alexander Keith's India Pale Ale 473 $ Rickard's Red 6 x 341 $1.00 Marketing & Product Guide - Holiday 2 101

99 Value Added Program VA LCBO# Case Conversion# Description Size (ml) VA Approved Mother Carton# 67 Smirnoff Vodka 750 Crown Royal Mcguinness Silk Tassel 1140 Fireball Whisky Small Cask Brandy 1140 Forty Creek Barrel Select 50 ml Gaston De Lagrange VS 750 Gift Box Seagrams V.O Crown 2 x 50 ml Prince Igor Extreme Vodka 1140 Forty Creek Barrel Select 50 ml Otard VSOP Cognac 750 Gift Tin Jack Daniel's Tennessee 750 Gift Tin Whiskey Bolivar Coffee Liqueur 750 Prince Igor Extreme 50 ml Prince Igor Vodka (P.E.T) 1750 Prince Igor Extreme 100 ml D'Eaubonne VSOP 1140 Fireball Whisky 50 ml Amaro Averna 750 Gift Tin Prince Igor Extreme 50 ml Gibson's Finest 12 Year Old Gibson's Finest Sterling Gibson's 12YO 50 ml Edition Gordons Gin 1140 Smirnoff Red Canada Gold Whisky 1750 Forty Creek Barrel Select 100 ml (P.E.T) Forty Creek Cream Liquor* 750 Forty Creek Barrel Select 50 ml Forty Creek Barrel Select 750 Forty Creek Double Barrel 50 ml Promotional Turn 10

100 Value Added Program LCBO# Case Conversion# Description Size (ml) VA Approved 67 Smirnoff Vodka 750 Crown Royal Bacardi Oakheart art 50 ml 539 Black Velvet 750 Rock Glass 653 McGuinness Silk Tassel 1140 Fireball Whisky 1099 Johnnie Walker Red Label 750 Glasss 1206 Bacardi Gold Rum 750 Bacardi 8 YO 50 ml Fireball Whisky 50 ml 1487 Crown Royal 750 Hockey Canada Toque 1784 Grand Marnier 750 Glass 2253 Disaronno Amaretto 750 Tia Maria 50 ml 5959 Baileys Irish Cream 750 Holiday Bow 6049 Pernod 750 Gift Tin 6502 Cointreau 750 Cocktail box 7187 Kwv Roodeberg 750 Baileys Hazelnut 50 ml 8888 St Remy Brandy Dujardin VSOP Brandy 750 Barenjager Honey Liqueur 50 ml Small Cask Brandy 1140 Forty Creek Barrel Select 50 ml Gaston De Lagrange VS 750 Gift Box Bushmills Irish Whiskey 750 Baileys Hazelnut 50 ml Marquis De Villard lard Brandy 750 Frangelico 50 ml Kwv Chenin n Blanc 750 Baileys Hazelnut 50mL Remy Martin VSOP Osborne Santa Maria Cream Sherry 750 Frangelico 50 ml Smirnoff Vodka (P.E.T.) 750 Crown Royal 50 ml Seagrams V.O Crown 2 x 50 ml Prince Igor Extreme Vodka 1140 Forty Creek Barrel Select 50 ml Zubrowka Bison Vodka 750 Branded glassware Otard VSOP Cognac 750 Gift Tin Jack Daniel's Tennessee Whiskey 750 Gift Tin Calvet Reserve Red 750 Chocolate The Famous Grouse 750 Black Grouse 50 ml Alberta Pure Vodka (P.E.T) 1750 Branded Glass Barefoot Pinot Grigio 750 Mistletoe Gift Tag Barefoot Merlot 750 Mistletoe Gift Tag Barefoot Shiraz 750 Mistletoe Gift Tag Bulleit Bourbon Frontier Whiskey 750 Glass Lamb's Palm Breeze (P.E.T) 1750 Wiser's DeLuxe 2 x 50 ml Bushmills Black Bush 750 Baileys Hazelnut 50 ml Baileys Caramel Irish Cream Liquor 375 Baileys Gift Tag JD Honey 50 ml Mezzomondo Pinot Grigio Chardonnay Igt 750 Wine Charm Mezzomondo Sangiovese Merlot 750 Wine Charm Lamb's White Rum (P.E.T) 1750 Wiser's DeLuxe 2 x 50 ml Marketing & Product Guide - Holiday 2 103

101 Value Add Program LCBO# Case Conversion# Description Size (ml) VA Approved Kittling Ridge Kingsgate Sherry 750 Prince Igor Extreme 50 ml Barefoot Cabernet Sauvignon 750 Mistletoe Gift Tag Barefoot Chardonnay 750 Mistletoe Gift Tag Southern Comfort Absolut Vodka Nederburg Paarl Cabernet Sauvignon 750 Branded Chocolate Bacardi Black 750 Oakheart 50 ml Wiser's DeLuxe 2 x 50 ml Rosemount Pinot Grigio Southern Comfort Pet Golden Wedding 750 Black Velvet Whisky 50 ml Golden Wedding (P.E.T) 1750 Black Velvet Whisky 40 ml Finlandia Vodka 1750 JD Honey 50 ml Henkell Trocken 750 Gift Bag Warsteiner Premium Lager 6 Pk-B CMOS 2 x 50 ml Still Waters Single Malt Vodka 750 Cloth gift bag Kittling Ridge Kingsgate Port 750 Prince Igor Extreme 50 ml Mission Hill Pinot Noir VQA Five Vineyards 750 Gift Bag Chateau Saint-Germain 750 Chocolate Martini & Rossi Asti 1500 Chocolate Pearls Kahlua Mocha Coffee Flavoured Liquor 750 Polar Ice 50 ml Alianca Bairrada Reserva Sangalhos Bolivar Coffee Liqueur 750 Prince Igor Extreme 50 ml Piat D'Or Chardonnay 750 Holiday Bow Piat D'Or Merlot 750 Holiday Bow Lindor Chocolate 2-Pack Proof of Whisky Miller Chill 6 x 355 Free 473 ml Can of MGD Sobieski Vodka 750 Sobieski Cynamon Vodka 50 ml Prince Igor Vodka (P.E.T) 1750 Prince Igor Extreme 100 ml Pknt Carmenere 750 Organza Gift Bag Pknt Cabernet Sauvignon 750 Organza Gift Bag Silent Sam Vodka 1750 Goldschlager 50 ml Singleton Of Glendullan 750 Cuff Links Robert Mondavi Woodbridge Moscato 750 Holiday Bow Glayva 750 Hot Chocolate VA Teacher's Highland Cream 1140 CC Classic 50 ml Remy Martin VSOP Fireball Whisky 50 ml Amaro Averna 750 Gift Tin x 355 Snow globe Prince Igor Extreme 50 ml 104 Promotional Turn 10

102 Value Added Program LCBO# Case Conversion# Description Size (ml) VA Approved Jack Daniel's Tennessee Whiskey 1140 Gentleman Jack 50 ml Gibson's Finest 12 Year Old Gibson's Finest Sterling Edition 1140 Gibson's s 12YO 50 ml Southern Comfort Finlandia Vodka 1140 JD Honey 50 ml Golden Wedding Black Velvet Whisky 50 ml Gordons Gin 1140 Smirnoff Red Black Velvet 1140 Black Velvet Toasted Caramel 50 ml Cazadores 50mL Glass Dewar's White Label 1140 Drambuie 50 ml St. Remy A La Creme Stolichnaya Vodka 1140 Kahlua 50 ml Brugal Anejo 750 Black Grouse 50 ml Branded Glass Tequila 50 ml Wiser's DeLuxe 50 ml Fireball Whisky 50 ml Seagram Wild Peach Vodka Cooler 4 x 341 Seagram Iced Lemon Tea Yellow Tail Bubbles 750 Iceberg Vodka 50 ml Barefoot Moscato 750 Mistletoe Gift Tag Sawmill Creek Dry White 1500 Black Velvet Whisky 50 ml Sawmill Creek Dry Red 1500 Black Velvet 50 ml McGuinness Long Island Iced Tea 1140 Fireball Whisky 50 ml McGuinness Margarita 1140 Fireball Whisky 50 ml Alianca Foral Reserva Polar Ice Vodka 1140 Kahlua 50 ml Fireball Whisky 50 ml Castello Del Poggio Moscato Frizzante 750 Stemless wine glass B & G Partager Cabernet Sauvignon 750 B & G Ice Bag B & G Partager Merlot 750 B & G Ice Bag Luksusowa Vodka Cutty Sark Scotch Whisky 750 Cutty Sark Christmas Carton Muskoka Cream Ale 6 x Gift Box Jack Daniel's Honey 750 Shot Glass Canada Gold Whisky (P.E.T) 1750 Forty Creek Barrel Select 100 ml Cuervo Silver 50 ml Fireball Whisky 50 ml Canadian Club & Cola Mixed 6 x Angostura Anejo 5 Year Old Rum 750 Rum 50 ml Zonin Prosecco Brut 1821 Doc 750 Marketing & Product Guide - Holiday 2 105

103 Value Add Program LCBO# Case Conversion# Description Size (ml) VA Approved Polar Ice 50 ml Forty Creek Cream Liquor 750 Forty Creek Barrel Select ect 50 ml Key Chain Bailey's Biscotti Cream Liqueur 750 Holiday Mug Pknt Holiday 2-Btl Gift Pack (2 x 750) Bottle Wine Tote Bag Wiser's DeLuxe 50 ml Yankee Jim Silver Reserve 6 x 473 Mojo o shot mini Leblon Cachaca 700 Muddler Skinnygirl Red Wine 750 Key Chain Skinnygirl White Wine 750 Key Chain Taylor Fladgate First Estate Port 750 Port Pairing Booklet Masi Costasera Amarone Classico Doc 750 Gift Box Carlo Rossi California Blush 1500 E&J VS Brandy 50 ml Islay Mist Scotch 8 Year Old 750 Grand Macnish 50 ml Jackson-Triggs Sauvignon Blanc 750 Holiday Bow Iceberg Vodka 750 Dooley's Toffee Cream Liqueur Fireball Whisky 50 ml Crown Royal 50 ml Robert Mondavi Woodbridge Pinot Grigio 750 Holiday Bow Peroni Nastro Azzuro 6 x 330 Peroni Glass Wild Vines Strawberry White Zinfandel 750 Lindor Chocolate 2-Pack Forty Creek Barrel Select 750 Forty Creek Double Barrel 50 ml Wild Vines Strawberry White Zinfandel 1500 Lindor Chocolate 2-Pack Kittling Ridge Icewine & Brandy 375 Gift Box Christmas Gift Tag Finlandia Lime Vodka 750 JD Honey 50 ml Pitu Cachaca 750 Branded glasses Harmonie 50 ml Olmeca Tequila Gold Flor De Cana Black Label 5 Year Old Rum 750 Dooley's 50 ml Kahlua Coffee Liqueur 1140 Polar Ice 50 ml Baileys Irish Cream Liquor 1140 Baileys Mug Decorative Canister Laker Light 24 x 341 Waterloo Amber Graham's 20 Year Old Tawny Port 500 Chocolate Yellow Tail Cabernet Sauvignon 750 Iceberg Vodka 50 ml Yellow Tail Shiraz 750 Iceberg Vodka 50 ml Yellow Tail Chardonnay 750 Iceberg Vodka 50 ml Hendrick's Gin 750 Mini Angostura Bitters Iceberg Vodka 50 ml Dancing Bull Zinfandel Bavaria Holland Beer 6 x 500 Free can of beer Miller Genuine Draft 6 x 355 Miller Chill 355 ml Coors Light 6 x 341 Free Pint Glass Wiser's DeLuxe 50 ml 106 Promotional Turn 10

104 Bonus AIR MILES Reward Miles LCBO# Case Conversion# Description Size (ml) Display Program BAM 18 Heineken Lager 6 x Canadian Club Premium 750 BBAM Seagrams V.O Pama Pomegranate Liquor Blue Nun Deutscher Tafelwein Alberta Premium Seagrams 83 (P.E.T) Ballantine's Drambuie J & B Rare Mouton Cadet Blanc Teacher's Highland Cream Newfoundland Screech Rum Silent Sam Vodka Prince Igor Vodka (P.E.T) Prince Igor Vodka (P.E.T) Aberlour 12 Year Old Single Highland Malt Duff Gordon on Brandy Durbanville Hills Sauvignon Blanc Durbanville Hills Shiraz Flat Roof Manor Pinot Grigio Ciao Sangiovese Organic Carton Chateau Timberlay Fuller s London Porter Canada Gold Whisky Chateau Puyfromage Patron Anejo Tequila Lanson Blc...See # Negrar Amarone Classico Forty Creek Barrel Select Alberta Premium (P.E.T) Small Cask Brandy (P.E.T) Comm. Extender Black Velvet (P.E.T) Marketing & Product Guide - Holiday 2 107

105 Bonus AIR MILES Reward Miles LCBO# Case Conversion# Description Size (ml) Display Program BAM Gnarly Head Cabernet Sauvignon Polar Ice Vodka (Pet) Carlsberg Beer Baileys Irish Cream 375 FEM Macieira Royal Old Brandy Oggi Botter Primitivo Alberta Pure Vodka Pet The Glenlivet Nadurra Aged 16 Years Domaine Pinnacle Ice Cider Grey Goose Vodka 750 End Aisle Canadian Club Premium (Pet) 750 BBAM Rosehall Run Sz Red VQA Sullyzwicker Obikwa Shiraz Beefeater 24 London Dry Gin Fish Hoek Shiraz Flat Roof Manor Merlot Bushmills Malt 10 Year Old Polar Ice Vodka Sinha Stout Russian Standard Vodka Peroni Nastro Azzurro Mission Hill l Sauvignon Blanc VQA Five Vineyds Mission Hill Cabernet Merlot VQA Five Vineyds Cusumano Syrah Igt End Aisle Shelf Extender Three Olives Bubble Flavoured Vodka South Cabernet Sauvignon Reserva Big House White Santa Rita Reserva Carmenere Big House Red Meia Encosta Dao Red Tini Sangiovese Di Romagna Doc Wiser's Legacy Canadian Whisky James Oatley Tic Tok Chardonnay Netherworld Cascadian Dark Ale 6 x 355 Shelf Extender Flourish Chardonnay Viognier VQA Seagram's Forty Creek Confederation Oak Reserve Whisky Okocim Pilsner Fuzion Alta Reserva Cabernet Sauvignon Promotional Turn 10

106 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Orchid Mango Liquor Zenato Rosso Veneto Igt Absolut Elyx 750 Shelf Extender Beefeater London Dry Gin 1140 Comm. Extender Amarula Cream Liqueur 'De Chanceny' Cremant De Loire Rose Brut 750 Shelf Extender Stone Dwellers Cabernet Sauvignon Shelf Extender Cabernet El Dorado 5 Year Old Rum Bell's Original Scotch Whisky Sauza Gold Tequila Canadian Club Premium Finca La Linda Syrah Baltika Los Nevados Cabernet Sauvignon Hands Hot To Trot Red Blend Sterling Vintner's Pinot Noir Slent Cabernet Sauvignon Merlot Pelee Pebbles Baco-Gamay Noir Zweigelt Pelee Pebbles Vidal-Hibernal End Aisle Big House The Birdman Pinot Grigio Glenmorangie Quinta Ruban King Vienna Lager 6 Pk-B (W) 6 x Les Jamelles Merlot Vin De Pays D'Oc Courvoisier 12 Year Old Avion Tequila Silver Robert Mondavi Woodbridge White Zinfandel Sortilege Martini & Rossi Asti Matervitae Negroamaro Stolichnaya Elit Vodka Organic x Frescobaldi Albizzia Chardonnay Toscana Igt Tommasi Poggio Al Tufo Sangiovese Cabernet Sauv Marketing & Product Guide - Holiday 2 109

107 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM Tommasi Amarone Classico Doc Il Sestante Barenjager Liqueur D Oh Piemonte Doc Dolcetto Skinnygirl Sangria 750 BBAM BBAM, Wine Fridge Hess Select Chardonnay Tommasi Vermentino Maremma Igt Smoking Loon Old Vine Zinfandel Big House Cardinal Zin Three Olives Cake Indaba Chardonnay Cavit Collection Moscato Pavia Igt Movendo Moscato Garofoli Verdicchio Dei Castelli Di Jesi Doc Aquinas Pinot Noir Sacred Hill Pinot Noir Marlborough Brancott Letter Series B Sauvignon Blanc Van Gogh Blue Vodka Skinnygirl White Cranberry Cosmo 750 BBAM Clean Slate Riesling Qualitatswein Mosel 750 Wine Fridge Villa Wolf Pinot Noir, Pfalz Revolution Red Kwv Cafe Culture Pinotage Volcanes Summit Reserva Cabernet Sauvignon Merlot Antonin Rodet Syrah Alamos Cabernet Sauvignon Alamos Malbec Yankee Jim Ice Lager Skinnygirl Margarita 750 BBAM Black Velvet Toasted Caramel Whisky Mcguinness Silk Tassel Canadian Whiskey Bols Blue Curacao 750 BBAM Crush Riesling Gewurtztraminer VQA Ebeia Roble Ribera Del Duero Do Crush Midnight Cabernet VQA Canadian Club Classic Canadian Club Reserve Inniskillin Cabernet Franc VQA Prince Igor Vodka Canadian Club Reserve Black Tower Rivaner The Balvenie 12 Yr. Doublewood x Promotional Turn 10

108 Bonus AIR MILES Reward Miles Continued LCBO# Case Conversion# Description Size (ml) Display Program BAM End Aisle Skyy Vodka Cesari Amarone Fireball Whisky Shooter Banff Ice Vodka Ketel One Vodka Robert Mondavi Private Selection Pinot Noir Polar Ice Vodka (P.E.T) Moet & Chandon Brut Rose 750 End Aisle Kronenbourg Marcus James Malbec Obikwa Sauvignon Blanc Obikwa Shiraz Gray Fox Merlot Pasqua Pinot Grigio Chardonnay Delle Venezie Beringer Founders Estate Cabernet Sauvignon Bodega Francois Lurton Pinot Gris Deakin Estate Shiraz Godiva White Chocolate Cream Liquor Prince Igor Extreme Vodka Bolivar Coffee Liqueur Canadian Club Classic O'Darby's Irish Cream Liquor Pasqua Merlot Delle Venzie Hungaria Grande Cuvee Brut 750 BBAM, Wine Fridge Hoya De Cadenas Reserva J.P Chenet Premier De Cuvee Merlot Cabernet Carolans Irish Cream Tia Maria Obikwa Cabernet Sauvignon A Luze & Fils Chateau Bel Air 750 BBAM Ciao Bianco Pinot Grigio Carton King Brewery Dark Lager 6 x Two Oceans Shiraz King Brewery Pilsner 6 x Marketing & Product Guide - Holiday 2 111

109 Bundled Bonus AIR MILES Reward Miles BBAM Option LCBO# Description Size (ml) BAM 1 1 BBAM Amount Bols Blue Curacao Two Oceans Sauvignon Blanc Canadian Club Premium Canadian Club Premium (PET) Hungaria Grande Cuvee Brut A Luze & Fils Chateau Bel Air Skinnygirl Sangria Skinnygirl White Cranberry Cosmo Skinnygirl Margarita Total BAM Promotional Turn 10

110 Necktags LCBO# Case Conversion Description Size (ml) NT Approved Cointreau Jim Beam White Label Bourbon 750 Redeemable Gel Skin for Necktag Jackson-Triggs Sauv Blanc Black Series VQA Jacob's Creek Reserve Cabernet Sauvignon 750 Holiday Cheese Necktag 750 Accolades Jackson-Triggs Black Series Merlot VQA 750 Holiday Cheese Necktag Wyndham Estate Bin 444 Cabernet Sauvignon 750 Accolades Absolut Berri Acai Vodka Sandhill Chardonnay VQA 750 Award Winning Sandhill Chardonnay VQA 750 Award Winning Grand Sud Merlot 1000 Economic Size Wyndham Estate Bin 555 Shiraz 750 Accolades Chateau Des Charmes Generations ns Seven White VQA Chateau Des Charmes Generation Seven Red VQA Mcwilliam's Handwood Estate Moscato $1 Holiday Donation 750 $1 Holiday Donation Heering Cherry Liqueur 750 Time Tested Consumer Contest Winner Veedha Doc Douro Red 750 Ontario Headwaters Institute Devil's Cut Trader Vic's Roasted Chestnut Liqueur 750 Redeemable Gel Skin for Roasted Chestnut & Coffee Mixed Drink Louis M Martini Cabernet Sauvignon Points Accolade Trius Riesling VQA 750 New Label Jim Beam Black Kentucky Bourbon Aged 6 Years E&J VSOP Brandy Trius Chardonnay VQA 750 New Labels Jacob's Creek Shiraz 750 Accolades Absolut Mandrin Trius Merlot VQA 750 New Label Trius Cabernet Sauvignon VQA 750 New Label Marketing & Product Guide - Holiday 2 113

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

112 Merchandising Display Tables Layouts. Management and arranged by Visual Merchandising Please merchandise the tables according to the themes These themes have been selected to integrate with the Product Orders Example of colour, size, type Example of like with like 116 Promotional Turn 10

113 Nesting Table Baskets Product Placement Nesting Table Baskets All nesting tables must have a basket on each corner of the table. holders and black sign inserts. Each medium-sized m-sized basket holds two cases of 750 ml Example of basket with sign Marketing & Product Guide - Holiday 2 117